This document summarizes a business plan for a new Greek company called "Saffron S.A." that will produce organic iced tea and other drinks using local herbs like saffron, mint and honey. The company will be formed as a Societe Anonyme (S.A.) with 5 equal shareholders. It outlines the company's mission to develop high-quality herbal beverages and expand sales throughout Greece. It also discusses the company's objectives, staffing needs, competitors in the beverage market like Coca-Cola, and provides financial details on competing companies.

1. COMPANY DESCRIPTION
BRIEF BUSINESS PLAN OUTLINE
This business plan regards the establishment of a new enterprise (start-up) by
executive members Ntonas Konstantinos, Panagiotopoulos Panagiotis, Repana
Theodora, Tsiggana Vasiliki and Tsiolakis Nikolaos under the name of ‘’Saffron’’
and the original name of its first product «Saffron Ice Tea».
Under the name of “Saffron S.A.”, this Greek company leads the way to the
materialization of "innovation-extroversion" through the exploitation of the wealth of
the unreliable Greek land. This new company will be the first to produce an organic
iced drink using only Greek herbal and medicinal products, starting with the
production of “Saffron Ice Tea”. Specifically, the company will undertake the
promotion of Greece's most widespread herbal varieties, always using as a main
ingredient saffron from the Greek Kozani Saffron (Krokos Kozanis) mixed with other
beneficial herbs, such as Cretan dittany, mint and other local products like traditional
Greek honey.
Saffron is a Greek company and will take the form of a Societe Anonyme,
involving equally all five partners. The initial financing of this enterprise will come
from the equity capital of the entrepreneurs, bank loans and leasing.

2. COMPANY NAME
The name and logo of the company play an important role as a means of
communication. The “brand name” establishes the company’s working philosophy
and way. The full legal name of the company in the present study, name guaranteed
from the company’s association articles, is “Saffron S.A.”. It is a Societe Anonyme,
established in the region of Central Greece on October 2, 2013 whereas activities
commenced on the first month of 2014. The company’s name, “Saffron”, originates
from the Greek Kozani Saffron (Krokos Kozanis), that is the essential ingredient of
the company’s first product and of most of the products the company will later
produce.
At the same time the logo includes the name of the company «Saffron»,
printed on a purple background to symbolize the color of the saffron crocus flower,
and the label of the enterprise is a representation of the said flower. A draft of the logo
is shown in the following picture
PICTURE 1: “Saffron S.A.” logo
OUR MISSION
In order for us to achieve our vision, “Saffron S.A." will be committed in
providing innovative top quality drinks that will improve the way people perceive and
value tea and also all the health benefits that herbs offer them. The purpose of this
business plan is to produce a wide range of healthy beverages and soft drinks based
on herbs, the wealth of the Greek land. Our mission is to develop organic, high quality
and safe products to effectively respond to the consumers wants and needs, to
encourage a healthy lifestyle and to communicate with our customers with respect and
responsibility. Our main goal is to highlight the unique advantages and beneficial
properties of the Greek Kozani Saffron (Krokos Kozanis) and its utilization alongside
other types of herbs and local products in order to produce tasty and healthy

3. beverages, which will strengthen and help the human body. The long-term
commitment of the company in this mission is to remain a customer-oriented
company, able to adapt its production to the needs of each consumer.
OUR OBJECTIVES
"We aim to strengthen the local economy through the utilization of this unique
treasure of our land. Our new company gives us the opportunity to carve new paths
for the development of the Greek market through the creation of new ways of
processing and marketing our products. We overcome the challenges of the new
economic conditions in agriculture by adopting new strategies and applying modern
marketing tactics that will lead us far beyond viability, to success."
Our main objectives are:
• To take full advantage of the productive capability of the factory by the third
year of operations (2015).
• The constant presence in the towns where the product was first distributed and
gradual expansion through partnerships with representatives throughout
Greece.
• To increment sales.
• To convince end consumers, through marketing, of the superior quality of
Greek organic frozen beverages.
• To achieve a turnover of over € 6.000.000 by the fourth year of operations
(2015).
• The creation of "loyal" customers, with a constant offer of our products at the
lowest price possible.
• To establish and render distinct the company’s trademark.
• To highlight the contribution of “Saffron S.A.” to the economic and social
activities in the region and throughout Greece.
• The good and stable quality of our products.
• The gradual promotion effort of new products with Kozani Saffron as their
main ingredient.
• The constant investment in new machinery and quality certification programs
(ISO & HACCP).
• The adoption of new packaging materials, new flavors and new herbs.

4. ADMINISTRATIVE PLANNING
TYPE OF BUSINESS ENTITY
In order to create a strong corporate structure, with better and flexible
management we propose to establish a Societe Anonyme with the participation of the
working group in the shareholding structure. An SA is a big capital corporation and
offers great advantages to the enterprise over other corporation types. An SA inspires
increased trust to the parties who commit transactions with it (banks, suppliers and
customers), limits the liability of shareholders towards creditors to the amount of their
participation, has many tax advantages and ensures good relations between
shareholders. Moreover, this form of company could attract new investors in the
stocks share.
A) SHAREHOLDERS
The proponents of the plan for the innovative product Saffron Ice Tea will
contribute to the completion of the investment on this new enterprise, with their
personal experience. The shareholders of Saffron S.A. listed in alphabetical order and
with their exact stock shares are:
1) Ntonas Konstantinos του Μάρκος holds 20%.
2) Panagiotopoulos Panagiotis του Γιώργου holds 20%.
3) Repana Theodora του Κωνσταντίνου holds 20%.
4) Tsiggana Vasiliki του Γεωργίου holds 20%.
5) Tsiolakis Nikolaos του Κωνσταντίνου holds 20%.

5. B) STAFF MEMBERS
Factory manpower distribution:
POSITION
NUMBER OF
PEOPLE
MONTHLY
SALARY
MONTHLY
COSTS/PAYROLL
Supply Officer 1 600 600
Warehouse Manager 1 600 600
Silo Supply Staff 4 550 2200
Electrician &
Electronics Technician
2 800 1600
Mechanical Engineer &
General Maintenance
Engineer
2 800 1600
Health & Safety
Technician
1 800 800
IT Technician 1 800 800
Sorting Staff 5 550 2750
Packaging Staff 5 550 2750
Forklift Operator 1 500 500
Drivers 7 500 3500
Freight Forwarder 1 600 600
Security Guards 2 500 1000
Maintenance &
Cleaning Crew
3 300 900
TOTAL 36 20200
TABLE: Staff Members

6. COMPETING COMPANIES IN GREECE
1) COCA-COLA 3E GREECE SA
Coca-Cola Tria Epsilon will be our biggest competitor. A member of the
multinational group “Coca-Cola Hellenic Bottling Company” (with strong Greek
interests), one of the largest bottling companies in the world and the largest one of
“The Coca-Cola Company” brands in Europe. The Group operates in a total of 28
countries with its headquarters in Athens, but this year they suddenly decided to move
their headquarters to Switzerland. The history of Coca-Cola 3E began in 1969, when
Coca-Cola came to Greece and was bottled in the Tom Pappas factory, which later
evolved into the “Hellenic Bottling Company SA” (3E) and was active under this
name till 2000, when it merged with “Coca-Cola Beverages Plc” and was renamed
“Coca-Cola Hellenic Bottling Company 3E”. Later on in 2003, the company acquires
Tsakiris SA, the second largest snacks company in Greece and in 2009, the company
achieves 1st place as Best Workplace in Greece. At the same time, it achieves the
18th place as Best Workplace in Europe and the special "PRIDE" award. Today,
Cola-Cola 3E operates in the Greek market and is the largest non-alcoholic beverage
producer in Greece, where it produces 98% of the products destined to be distributed
in the country’s market. Specifically, it operates four factories, which cover the entire
geographical area of the country (Volos, Aegio, Heraklion and Schimatari). In
addition, it employs about 2,000 workers, and indirectly supports 60-fold jobs in the
company's value chain.
Regarding the financial assets of the company, figures for the 2007-2012
period are shown in the table below. If we pay attention to last year’s figures we
notice that, in 2012 the company had annual sales amounting to 102.5 million euro.
Compared to the 2011 figures, the company faced a significant reduction in sales
(537.40 million euro in 2011). We also see that the company’s net profit before tax is
-37.10 million euro (-36.90 million. euro in 2011) and the net profit is -35.4 million
euro (-33.5 million euro in 2011), with a total of 1208.4 million euro in employed
capital, of which the equity is 370.2 million euro.
YEAR TURNOVER €
GROSS
PROFIT €
NET PROFIT
BEFORE TAX€
TOTAL
LIABILITIES €
2007 686.600.000 314.200.000 174.400.000 525.000.000
2008 714.100.000 325.800.000 173.600.000 476.400.000
2009 700.700.000 329.600.000 203.800.000 529.200.000
2010 609.000.000 262.500.000 -2.100.000 531.600.000
2011 537.400.000 196.100.000 -36.900.000 538.800.000
2012 102.500.000 -76.000.000 -37.100.000 31.800.000
TABLE: Competing company’s financial details 1 (2007-2012).

7. CONSOLIDATED BALANCE SHEET INFORMATION OF 47
COMPANIES (2011-2012)
These 47 companies, which have as their exclusive or main activity the
production and distribution of soft drinks, fruit juice and bottled water, on 31.12.2012
had fixed and current assets of around 0.9 billion Euro and recorded:
CONSOLIDATED BALANCE SHEET INFORMATION OF 47 SOFT DRINK,
BOTTLED WATER AND JUICE PRODUCING COMPANIES
2012 (in
thousands of
euro)
2011 (in
thousands of
euro)
+ %
-
Change (in
thousands of
euro)
Fixed assets 389.724 399.411 -2 -9.687
Other assets 503.441 486.607 3 16.834
Total assets 893.165 886.018 1 7.147
Equity 394.708 346.972 14 47.736
Intermediate/Long-
term debt
189.399 240.832 -21 -51.433
Short-term debt 309.058 298.214 4 10.844
Total liabilities 893.165 886.018 1 7.147
Sales 895.226 970.908 -8 -75.682
Gross profit 264.554 339.596 -22 -75.042
EBITDA 34.502 44.496 -22 -9.994
EBIT -16.818 -17.250 3 432
Profit before tax -37.356 -51.472 27 14.116
Taxes 2.995 1.910 57 1.085
Net profit -40.351 -53.382 24 13.031
Gross margin 29,6 35 -15 -5,4
EBITDA margin 3,9 4,6 -15 -0,7
EBIT margin -1,9 -1,8 -6 -0,1
Pretax profit
margin
-4,2 -5,3 21 1,1
Net margin -4,5 -5,5 18 1
Equity/Total assets 44,2 39,2 13 5
Liabilities/Total
assets
55,8 60,8 -8 -5
Gross return on
equity
-10,1 -14,6 31 4,5
Net return on
equity
-10,9 -15,1 28 4,2
EBITDA/Assets 3,9 5 -22 -1,1

8. • Total gross profit of 264.6 million euro, down by 22% (-75 million euro).
• Total profit before tax, depreciation and amortization (EBITDA) 34.5 million
euro, down by 22% (-10 million euro) and equal to 3.9% of the sales
compared with the corresponding rate of 4.6% in 2011. Depreciation
decreased by 10.4 million euro.
• Total loss before interest and taxes (EBIT) 16.8 million euro, down by 3% (0.4
million euro), equal to the 1.9% of sales, compared with the corresponding
rate of 1.8% in 2011.
• Total losses of 37.4 million euro before taxes, decreased by 27% (14.1 million
euro), equal to the -4.2% of sales, compared with the corresponding rate of -
5.3% in 2011.
• Total net loss, after taxes, amounting to 40.35 million euro, decreased by 24%
(13 million euro), equal to the -4.5% of sales compared with the corresponding
rate of -5.5% in 2011.
On the basis of the final, net income results, 23 of the 47 companies (49% of the total)
achieved profit, even though some by a narrow margin, with a total net profit of 22.2
million euro, unlike the remaining 24 (51% of the total) which experienced a total net
loss of 62.5 million euro (48.4 mil. euro was the loss of the two biggest companies in
the sector). The total equity of the 47 companies (394.7 million euro) appears to have
increased in 2012 by 14% (47.7 million euro), in conditions of growth of the total
employed capital (893.2 million euro) by 1 % (7.1 million euro) as a result of the
accounting adjustment of a portion of the assets, the injection of fresh capital to loss-
making enterprises and the differentiation of the corporate structure in some of the
companies. The equity to total capital ratio increased to 44.2% in 2012 from 39.2% in
2011. At the same time, their total liabilities (498.5 million euro) fell by 7.5% (-40, 6
million euro). This data was derived from the processing of the balance sheets of the
companies, according to figures obtained from the CD-ROM "Greek Industry 2012-
2013", the GEMI, the Icap Group, www.inr.gr and other web sites and the competent
sectors of the said companies, the turnover of some comes from other, complementary
activities. Though, among these companies are not included dairy and other food
companies who also produce fruit juices and bottled water and have remarkable
market shares, but owe the overwhelming majority of their revenues to different
categories of foods and drinks. profit margin before taxes, net margin, same / total
capital, Debt / total capital, gross return on equity, net return on equity, assets.