1. Executive Summary
The Objective
Del Valle State Regional Park is in need of a new and innovative edible product like Ice Candy Companyʼs italian water ice not only to boost revenue
and profits overall, but also to illustrate a positive outlook in its community as providing its visitors with healthy, low-calorie treats that do not lack in
flavor or taste.
The Goals
Del Valle is a State Regional Park that is visited by the members of its community making the park responsible for providing several different
services, including refreshing, delicious treats that help/assist visitors stay cool during there visit.

2. The goals of Ice Candy Company are:
• To provide a healthy and delicious product for all visitors to eat
• Make the product available to all Del Valle SRA visitors at a convenient price
• To boost revenues and profits for Del Valle SRA
• Illustrate a positive outlook to its community, showing initiative for a healthy alternative
The Solutions
WHO: Our mission is to introduce this product to all the visitors of Del Valle State Regional Park which includes (but not limited to) children, adults,
and seniors, along with anyone else who wants to enjoy this delicious desert responsibly and without compromising their health.
MANAGEMENT TEAM : The CEO and founding partner of Ice Candy Company is Avin Ram. He is well established in the distribution industry with
many vital contacts in the industry to network distribution channels of the product and location settings. With a background of 10 years in sales and
marketing, Avin possesses a very strong knowledge to develop brands and ensure success in the market place. Rachelle Ram is the President of
Operations. She has received her Bachelors Degree from Cal State East Bay in Health Science Administration. Rachelle possesses great
knowledge of the health industry and how to bring value to our product as a healthier alternative to the food industry. Rachelle Ram also has the
acquired skills in business management to run successful ventures for Ice Candy Company.
WHAT: Italian water ice, or simply known in the East Coast as water ice is a product that is made in the same process as ice cream. The authentic
ingredients of water, sugar, and flavoring are first blended together and then frozen at a certain temperature. The product is sweetened with sugar;
not high fructose corn syrup and has no dairy products within it which are the two main culprits of its refreshing and light characteristics.

3. WHERE: Originating from Italy, water ice is very popular in the U.S. Eastern Atlantic States. Realizing this product has not gained proper exposure
here on the Pacific Coast, which is why we want to introduce italian water ice not only exclusively to Del Valle SRA, but also the various other SRA
parks throughout California. We believe this product would be best introduced to the residents of California through their state parks where the
weather coincides with the product as well.
WHY: It is important for all of us to be more aware of the foods we consume on a daily basis while still having flavor in our lives. Italian water ice is
the perfect balance of having that something sweet, without a high number of calories, catering to a wide array of people, including (but not limited to)
dairy lovers, weight watchers, and vegetarians. Our product is 100% FAT FREE AND 100% CHOLESTEROL FREE, not to mention 100%
DELICIOUS.
SURVEY RESEARCH DATA: Ice Candy Company has performed research in the market place to get a better understanding of how consumers feel
about our products. We researched consumers with blind folded taste test with samples of popular ice cream, yogurt, sorbet and of course Ice
Candyʼs Italian Water Ice. We found that 70% of consumers chose Ice Candy products over ice cream, sorbet and yogurt combined. 90% of
consumers did not have any prior knowledge of Italian water ice. When asked how important healthy treats were to these consumers 80% revealed
that it was definitely a top priority. When asked consumers if they would buy Ice Candy products over other products such as ice cream, yogurt, or
sorbet 65% said they would buy Ice Candy products. With our research we believe that Ice Candy products have met consumer goals of what is
lacking in the marketplace and can successfully introduce our products to consumers.

4. REVENUE Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Total
Revenue One $ 500.00 $ 1,000.00 $ 1,500.00 $ 4,000.00 $ 4,500.00 $ 6,000.00 $ 8,000.00 $ 9,000.00 $ 4,000.00 $ 3,500.00 $ 2,000.00 $ 1,500.00 $ 5,500.00
4
Revenue Two $ 0.00
Revenue Three $ 0.00
Total Revenue $ 500.00 $ 1,000.00 $ 1,500.00 $ 4,000.00 $ 4,500.00 $ 6,000.00 $ 8,000.00 $ 9,000.00 $ 4,000.00 $ 3,500.00 $ 2,000.00 $ 1,500.00 $ 5,500.00
4
COST OF GOODS SOLD (COGS)
Product $ 100.00 $ 200.00 $ 300.00 $ 800.00 $ 900.00 $ 1,200.00 $ 1,600.00 $ 1,800.00 $ 800.00 $ 700.00 $ 400.00 $ 300.00 $ 9,100.00
$ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00
$ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00
Total COGS $ 100.00 $ 200.00 $ 300.00 $ 800.00 $ 900.00 $ 1,200.00 $ 1,600.00 $ 1,800.00 $ 800.00 $ 700.00 $ 400.00 $ 300.00 $ 9,100.00
Gross Profit $ 400.00 $ 800.00 $ 1,200.00 $ 3,200.00 $ 3,600.00 $ 4,800.00 $ 6,400.00 $ 7,200.00 $ 3,200.00 $ 2,800.00 $ 1,600.00 $ 1,200.00 $ 6,400.00
3
EXPENSE
NAPKIN/SPOON/CUP PACKAGE
$ 10.00 $ 20.00 $ 30.00 $ 80.00 $ 90.00 $ 120.00 $ 160.00 $ 180.00 $ 80.00 $ 70.00 $ 40.00 $ 30.00 $ 910.00
Marketing $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 1,200.00
Wages $ 50.00 $ 100.00 $ 150.00 $ 400.00 $ 4,500.00 $ 600.00 $ 800.00 $ 900.00 $ 400.00 $ 350.00 $ 200.00 $ 150.00 $ 8,600.00
COLD STORAGE $ 100.00 $ 110.00 $ 121.00 $ 133.10 $ 146.41 $ 161.05 $ 177.16 $ 194.87 $ 214.36 $ 235.79 $ 259.37 $ 285.31 $ 2,138.43
Fuel $ 50.00 $ 55.00 $ 60.50 $ 66.55 $ 73.21 $ 80.53 $ 88.58 $ 97.44 $ 107.18 $ 117.90 $ 129.69 $ 142.66 $ 1,069.21
VENDOR BOOTH SPACE $ 150.00 $ 150.00 $ 200.00 $ 200.00 $ 250.00 $ 350.00 $ 400.00 $ 500.00 $ 300.00 $ 200.00 $ 200.00 $ 150.00 $ 3,050.00
Utilities $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 240.00
Total Expense $ 480.00 $ 555.00 $ 681.50 $ 999.65 $ 5,179.62 $ 1,431.58 $ 1,745.73 $ 1,992.31 $ 1,221.54 $ 1,093.69 $ 949.06 $ 877.97 $ 7,207.64
1
Profit (Loss) $ (80.00) $ 245.00 $ 518.50 $ 2,200.35 $ 1,579.62) $ 3,368.42 $ 4,654.27 $ 5,207.69 $ 1,978.46 $ 1,706.31 $ 650.94 $ 322.03 $ 9,192.36
( 1
Cumulative Profit (Loss) $ (80.00) $ 165.00 $ 683.50 $ 2,883.85 $ 1,304.24 $ 4,672.66 $ 9,326.92 $ 4,534.62 $ 6,513.08 $ 8,219.39 $ 8,870.32 $ 9,192.36
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