A Taste Of Paso Robles Final
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Casa del Sol
Casa del Sol “Paso Robles, A Wine Tasting Haven”
Yadira Macias Cesar Cortez
Casa del Sol
Opportunity Knocks
Casa del Sol
Humble Beginnings • Wine grape vines introduced in 1797 by Franciscan Missionaries. • York Mountain Winery est. 1882. • 1920s saw a flurry of winemaking activity. • late 1960s and early 1970s saw a new generation of vineyard pioneer.
Casa del Sol • 1990s
– consistent gold medal winners. – top rankings of national and international wine reviews. – Justin Vineyards & Winery’s Bordeaux-style Isosceles named one of the top 10 wines in the world.
• 2000
– bonded wineries more than tripled from 50 to 170. – influx of boutique and small family-owned vineyards and wineries.
Today
Casa del Sol
The Opportunity • Apperson Schoolhouse – Zin Alley. – 5 acres of vineyards on a 10 acre property. – Historically preserved (tax incentives) . – Accessible to all.
Casa del Sol
A Wine Tasting Haven
• Capture a portion of the Paso Robles wine tourist market. • Provide a unique experience of Paso Robles wines in a centralized location. • Sales and distribution of local wines.
Casa del Sol El
Paso de los Robles
Growing wine region in California • • • • • • •
Between San Francisco and Los Angeles along California’s Central Coast. 24 square mile territory. more than 26,000 vineyard acres. nearly 170 wineries. Distinct microclimates. Wineries range from one man operations to large fully integrated facilities. There is little or no distribution outside the area and sometimes even within.
Casa del Sol
Size and Trends of the Market. Three main trends driving consumption: • Health Consciousness, Wine has benefited from growing evidence that states that moderate wine consumption can have beneficial effects. •Trading Up, Higher incomes have lead many to seek out affordable, everyday luxuries. •Eagerness for new products.
Share Casa del Sol
of the beverage industry.
California Wine Industry Tourism
$ 51.8 Billion 449 Million Gallons 19.7 million tourists $ 2 Billion
Paso Robles $ 1.8 Billion 15.60 Million Gallons 6.1 million tourists ( San Luis Obispo )
Casa del Sol
Customer Needs and Profile
• Wine enthusiasts tend to be: – – – – – –
Married. Homeowners. 25 to 64 years old. Incomes over $50,000 Enjoy “Good Life” activities. Place emphasis on their health. – Interest in real state investment. – Involved in current affairs/politics than average U.S. household.
Casa del Sol
Mission Statement • To create a great wine tasting experience, that embodies the various wines of the Paso Robles region in a central location, while promoting tourism and wine education, in a warm and friendly atmosphere… through the efforts a highly trained and motivated team
Casa del SolCompetitive
Advantage
Variety
Experience
Atmosphere
“Casa del Sol”
Wine Club Experience
On-line Consumer Education
Casa del Sol
– Casa del Sol will differentiate by decreasing the prestige, increasing its variety and adding the importance of atmosphere and information.
Strategy Canvas
Casa del Sol
MANAGEMENT TEAM • • • •
Dennis Ing Founder and CEO. John Box VP of Operations. Tasting room staff Consulting
Casa del Sol
C.E.O. • • • •
Dennis Ing Founder and CEO
B.S. Engineering University of Illinois. MBA from DePaul University (Finance and General Management). In Chicago he developed an appreciation for gourmet foods and wine pairings. Eventually, his career took him to the California Coast, providing him with opportunity to taste its great wines.
Casa del Sol
• • •
• • •
V.P. of Operations
John grew up San Joaquin Valley. Was involved in all aspects of farming during his youth. Investor in a family owned farming operation that involved the growing, packing, and selling of cantaloupes. Accounting and finance after graduating from Santa Clara University in 1973. Travels in Europe and Australia, sampled some of the great wines of the world. His love for fine wines coupled with his background in agriculture made for a perfect fit.
John Box VP of Operations
Milestones
Casa del Sol PROJECT GANTT CHART START UP Remodelation Hiring Personal Initial Deals with Local wineries Getting our Inventory STAFF TRAINNING ( DEVELOPMENT ) Corporate Culture Wine Culture Friendliness PRE-OPENING ( DEVELOPMENT ) Invitations Participation Social Events GRAND-OPENING ( PRODUCE ) Openning Establish Long Term Clients DISTRIBUTION ( EXPANSION ) Direct Distribution Wine Club On line Sales Social Events SPONSORSHIPS ( MARKETING ) Golf Events Cultural Events FINANCE BREAK EVEN EXPANSION
2008 Q1
Q2
Q3
2009 Q4
Q1
Q2
Q3
2010 Q4
Q1
Q2
Q3
2010 Q4
Q1
Q2
Q3
Q4
Casa del Sol
Financial Summary
FINANCIAL Year 1 SUMMARY Total Revenues
Year 3
Year 5
$1,531,440 $1,624,705 $1,723,649
Gross Profit $669,574
$710,351
$753,612
Profit Margin%
16.39%
17.64%
15.07%
Casa del Sol
Conclusion • Opportunity – Great History – Amazing location – Paso Robles is growing into it own – Consumption of wine continues to grow in the US (variety) – Unique value – Skilled Management
• Startup Costs – $300,000 for property staging – $600,000 for 2 Quarters of operating costs – Breakeven Expected in the second quarter
Casa del Sol
Casa del Sol
THANK YOU
Casa del Sol “Paso Robles, A Wine Tasting Haven”
Yadira Macias Cesar Cortez
Casa del Sol
Opportunity Knocks
Casa del Sol
Humble Beginnings • Wine grape vines introduced in 1797 by Franciscan Missionaries. • York Mountain Winery est. 1882. • 1920s saw a flurry of winemaking activity. • late 1960s and early 1970s saw a new generation of vineyard pioneer.
Casa del Sol • 1990s
– consistent gold medal winners. – top rankings of national and international wine reviews. – Justin Vineyards & Winery’s Bordeaux-style Isosceles named one of the top 10 wines in the world.
• 2000
– bonded wineries more than tripled from 50 to 170. – influx of boutique and small family-owned vineyards and wineries.
Today
Casa del Sol
The Opportunity • Apperson Schoolhouse – Zin Alley. – 5 acres of vineyards on a 10 acre property. – Historically preserved (tax incentives) . – Accessible to all.
Casa del Sol
A Wine Tasting Haven
• Capture a portion of the Paso Robles wine tourist market. • Provide a unique experience of Paso Robles wines in a centralized location. • Sales and distribution of local wines.
Casa del Sol El
Paso de los Robles
Growing wine region in California • • • • • • •
Between San Francisco and Los Angeles along California’s Central Coast. 24 square mile territory. more than 26,000 vineyard acres. nearly 170 wineries. Distinct microclimates. Wineries range from one man operations to large fully integrated facilities. There is little or no distribution outside the area and sometimes even within.
Casa del Sol
Size and Trends of the Market. Three main trends driving consumption: • Health Consciousness, Wine has benefited from growing evidence that states that moderate wine consumption can have beneficial effects. •Trading Up, Higher incomes have lead many to seek out affordable, everyday luxuries. •Eagerness for new products.
Share Casa del Sol
of the beverage industry.
California Wine Industry Tourism
$ 51.8 Billion 449 Million Gallons 19.7 million tourists $ 2 Billion
Paso Robles $ 1.8 Billion 15.60 Million Gallons 6.1 million tourists ( San Luis Obispo )
Casa del Sol
Customer Needs and Profile
• Wine enthusiasts tend to be: – – – – – –
Married. Homeowners. 25 to 64 years old. Incomes over $50,000 Enjoy “Good Life” activities. Place emphasis on their health. – Interest in real state investment. – Involved in current affairs/politics than average U.S. household.
Casa del Sol
Mission Statement • To create a great wine tasting experience, that embodies the various wines of the Paso Robles region in a central location, while promoting tourism and wine education, in a warm and friendly atmosphere… through the efforts a highly trained and motivated team
Casa del SolCompetitive
Advantage
Variety
Experience
Atmosphere
“Casa del Sol”
Wine Club Experience
On-line Consumer Education
Casa del Sol
– Casa del Sol will differentiate by decreasing the prestige, increasing its variety and adding the importance of atmosphere and information.
Strategy Canvas
Casa del Sol
MANAGEMENT TEAM • • • •
Dennis Ing Founder and CEO. John Box VP of Operations. Tasting room staff Consulting
Casa del Sol
C.E.O. • • • •
Dennis Ing Founder and CEO
B.S. Engineering University of Illinois. MBA from DePaul University (Finance and General Management). In Chicago he developed an appreciation for gourmet foods and wine pairings. Eventually, his career took him to the California Coast, providing him with opportunity to taste its great wines.
Casa del Sol
• • •
• • •
V.P. of Operations
John grew up San Joaquin Valley. Was involved in all aspects of farming during his youth. Investor in a family owned farming operation that involved the growing, packing, and selling of cantaloupes. Accounting and finance after graduating from Santa Clara University in 1973. Travels in Europe and Australia, sampled some of the great wines of the world. His love for fine wines coupled with his background in agriculture made for a perfect fit.
John Box VP of Operations
Milestones
Casa del Sol PROJECT GANTT CHART START UP Remodelation Hiring Personal Initial Deals with Local wineries Getting our Inventory STAFF TRAINNING ( DEVELOPMENT ) Corporate Culture Wine Culture Friendliness PRE-OPENING ( DEVELOPMENT ) Invitations Participation Social Events GRAND-OPENING ( PRODUCE ) Openning Establish Long Term Clients DISTRIBUTION ( EXPANSION ) Direct Distribution Wine Club On line Sales Social Events SPONSORSHIPS ( MARKETING ) Golf Events Cultural Events FINANCE BREAK EVEN EXPANSION
2008 Q1
Q2
Q3
2009 Q4
Q1
Q2
Q3
2010 Q4
Q1
Q2
Q3
2010 Q4
Q1
Q2
Q3
Q4
Casa del Sol
Financial Summary
FINANCIAL Year 1 SUMMARY Total Revenues
Year 3
Year 5
$1,531,440 $1,624,705 $1,723,649
Gross Profit $669,574
$710,351
$753,612
Profit Margin%
16.39%
17.64%
15.07%
Casa del Sol
Conclusion • Opportunity – Great History – Amazing location – Paso Robles is growing into it own – Consumption of wine continues to grow in the US (variety) – Unique value – Skilled Management
• Startup Costs – $300,000 for property staging – $600,000 for 2 Quarters of operating costs – Breakeven Expected in the second quarter
Casa del Sol
Casa del Sol
THANK YOU
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