BEERKINGO Bar is a restaurant designed to house 120 people, services ranging from alcoholic beverages such as beer, wines, spirits, cocktails and soft drinks like natural or mineral water, juices, sodas, etc. As far as food is concerned BEERKINGO provides its consumers with hamburgers, hotdogs, nachos, French fries and several snacks. BEERKINGO is a Viking-themed bar combined with modern trends that offers consumers a unique experience in the region and a good atmosphere to relax and have some fun, while they enjoy the products and services we offer. One of the competitive advantages which BEERKINGO accounts for, is that it is the only bar where diners can pour their own beer from for self-service special barrels available. These barrels have a prepayment system for consumers to be served at their seats without having to call the waiter/waitres.

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¸NDICE
INTRODUCCIÓN 3
INFORMACIÓN BÁSICA 4
BEERKINGO 4
UBICACIÓN DEL PROYECTO 5
MISIÓN 5
VISIÓN 5
OBJETIVOS 5
VENTAJAS COMPETITIVAS 5
NOMBRE DE LA ASOCIACIÓN 5
MERCADOTECNIA 6
ANÁLISIS DE MACROAMBIENTE 6
INFLACIÓN 6
SALARIOS MÍNIMOS 6
ÍNDICE DE MOROSIDAD 7
CRISIS ECONÓMICA EN MÉXICO 8
INVESTIGACIÓN DE MERCADOS 9
ANÁLISIS DE LA COMPETENCIA 9
TAMAÑO DE MERCADO 10
CONSUMO APARENTE 10
SEGMENTO DEL MERCADO QUE LA EMPRESA PRETENDE ATACAR 11
CARACTERÍSTICAS PRINCIPALES DEL MERCADO. 12
ESTUDIO DE MERCADO 12
OBJETIVOS DEL ESTUDIO 12
METODOLOGÍA DE LA INVESTIGACIÓN 12
MUESTRA 13
RESULTADOS 14
CONCLUSIONES DEL ESTUDIO 20
PROMOCIÓN Y PUBLICIDAD 20
DEFINICIÓN DE MARCA Y EMPAQUE 21
PRODUCCIÓN 22
OBJETIVOS DEL ÁREA DE PRODUCCIÓN 22
ESPECIFICACIONES DEL PRODUCTO 22
DESCRIPCIÓN DEL PROCESO DE PRODUCCIÓN 22
DEFINICIÓN DEL TIPO DE SERVICIO 22
DEFINICIÓN DEL SISTEMA DE COMANDAS Y COBRANZA. 22
DIAGRAMA DE FLUJO DEL PROCESO 23
SISTEMA DE ATENCIÓN AL CLIENTE 23
PREPARACIÓN DE HAMBURGUESAS 24
PREPARACIÓN DE HOTDOGS 25

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PREPARACIÓN NACHOS 26
PREPARACIÓN DE LA BEBIDA GRITO VIKINGO 27
PREPARACIÓN DE LA BEBIDA GREEN DEMON 27
PREPARACIÓN DE LA BEBIDA VIKINGO PURPURA 28
CARACTERÍSTICAS DE LA TECNOLOGÍA 28
EQUIPO E INSTALACIONES 29
MATERIA PRIMA 30
CAPACIDAD INSTALADA 30
UBICACIÓN DE LA EMPRESA 31
DISEÑO DE DISTRIBUCIÓN DE PLANTA Y OFICINA 32
ORGANIZACIÓN 33
ORGANIGRAMA 33
OBJETIVOS DEL ÁREA ORGANIZACIONAL 33
ADMINISTRACIÓN DEL PERSONAL 33
DESCRIPCIÓN DE PUESTOS 33
CAPACITACIÓN Y DESARROLLO DEL PERSONAL 35
RECLUTAMIENTO 36
SELECCIÓN 36
CONTRATACIÓN 36
INDUCCIÓN 36
ADMINISTRACIÓN DE SUELDOS Y SALARIOS 36
PLAN DE MOTIVACIONES E INCENTIVOS 37
MARCO LEGAL DE LA ORGANIZACIÓN 41
ESTADOS FINANCIEROS 42
TABLA DE REQUERIMIENTOS 42
REQUERIMIENTOS POR AÑO 43
INGRESOS ESPERADOS 43
ESTADO DE ORIGEN Y APLICACIÓN DE RECURSOS 43
PROGRAMA DE INVERSIONES 44
DETERMINACIÓN DEL CAPITAL DE TRABAJO A TRAVÉS DEL MÉTODO DE FLUJO DE CAJA
Y PUNTO DE EQUILIBRIO 45
ESTADO DE RESULTADOS 46
BALANCE GENERAL 46
FLUJO NETO DE EFECTIVO 47
MEMORIA DE CÁLCULO 48
INGRESOS POR VENTAS 48
EGRESOS 49
PUNTO DE EQUILIBRIO 49
ANEXOS 50
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9. !
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8
;<='>?'@A!B<='B<!'CAD<E'F!GHBI'GI'C<E<=HGAG'
Banco
Índice de Morosidad en
cartera al consumo
Índice de Morosidad en
tarjeta de crédito
BanCoppel 20.07% 20.07%
Fácil 19.41% 19.41%
HSBC 13.15% 15.53%
Famsa 10.95% 12.91%
Banamex 8.80% 9.36%
American Express 9.41% 9.72%
Azteca 9.21% N/D
Santander 8.80% 10.74%
Banorte 7.90% 12.43%
Scotiabank 7.18% 11.21%
Sistema 8.75% 10.51%
FUENTE: CNNEXPANSIÓN CON INFORMACIÓN DE LA COMISIÓN
NACIONAL BANCARIA Y DE VALORES AL CIERRE DE DICIEMBRE DE 2008.
CRISIS ECON!MICA EN MÉXICO
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Tasa de desempleo de enero de 2008 a febrero de 2009
(%) '
Mes 2008 2009
Enero 4.04 5.0
Febrero 3.91 5.3
Marzo 3.8
Abril 3.61
Mayo 3.24

10. !
!
9
Junio 3.55
Julio 4.15
Agosto 4.15
Septiembre 4.25
Octubre 4.11
Noviembre 4.47
Diciembre 4.32
Fuente: INEGI, Información trimestral, 2008-2009.
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Fuente: El Financiero, 25 de marzo de 2009.
!
INVESTIGACI!N DE MERCADOS
AN˘LISIS DE LA COMPETENCIA
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Construcción
Manufactura
Servicios
0
10
20
30
40
50
Enero 09
Febrero 09
8.29
7.97
15.79
15.31
41.4 42.46
Sectores económicos más afectados

11. !
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TAMAÑO DE MERCADO
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DEMANDA POTENCIAL A CORTO, MEDIANO Y LARGO PLAZO.
CORTO PLAZO:
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SEGMENTO DEL MERCADO QUE LA EMPRESA PRETENDE
ATACAR
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CARACTER¸STICAS PRINCIPALES DEL MERCADO.
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ESTUDIO DE MERCADO
OBJETIVOS DEL ESTUDIO
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METODOLOG¸A DE LA INVESTIGACI!N
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14. !
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MUESTRA
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tr!#)C+$!*+!&.#9)%#<%!
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15. !
!
14
RESULTADOS
=!ABJ='
!
2@HBABHK!'GI'LEIMIEI!BHA'
!
29%
3%
45%
3%
20%
BOTANA
HOT DOG
NACHOS
OTROS
PAPAS A LA
FRANCESA
BLVD
INDEPEND
ENCIA; 47%
CENTRO;
19%DIAGONAL
REFORMA;
6%
OTRO;
6%
PASEO DE
LA ROSITA;
22%

16. !
!
15
CIGH<='GI'B<C2!HBABHK!'
'
'
INTERNET
50%
RADIO
8%
TV
42%

17. !
!
16
@I@HGA='LEIMIEHGA='
'
NO!IE<='C2=HBA;I='I!'@AE'
'
58%23%
10%
9% Cerveza
Bebidas
preparadas
Bebidas sin
alcohol
Otras
35%
33%
9%
15%
7% 1%
Rock
Pop
Rock-Pop
Electrónica
De todo
Otra

18. !
!
17
LEI=I!.ABH<!I='I!'PHP<'
'
A2.<=IEPHBH<'GI'@I@HGA='
'
95%
5%
Si
No
65%
35%
Si
No

19. !
!
18
I!.EI.I!HCHI!.<'
'
Q<EAEH<'
'
82%
3%
9% 6%
Billar
Videojuegos
Juegos de Mesa
Otros
10%
14%
50%
26%
Antes de las 8:00pm
8:00pm – 8:59pm
9:00pm – 9:59pm
Después de 10:00pm

20. !
!
19
B<!=2C<'H!GHPHG2A;'
'
B<CLI.I!BHA'
'
14%
35%36%
15%
Menos de $100
$100 - $199
$200 – $299
Más de $300
PANZA FRIA; 6%
BUCHACAS; 3%
CAFÉ-BAR; 3%
CHAVEZ, CHEVES Y
CHAVAS; 3%
EL PUNTO; 17%
CIRCUS; 3%
IRISH PUB; 3%
DON GÜORRY; 3%
EL CHE; 3%
LA ESTACIÓN; 11%
LA JUGADA; 3%
MALVILLA; 3%
BARBA NEGRA; 3%
MARIONETA; 3%
MR. POOL; 3%
PLAY-BALL; 6%
RUTA 66; 11%
SANTIGÜO; 3%
MERENDERO; 3%
THE ONE; 3%
VISAGE;
6%

21. !
!
20
CONCLUSIONES DEL ESTUDIO
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7,+9)+,+#!/+,C),/+!+$$./!-)/-./=!
PROMOCI!N Y PUBLICIDAD
PUBLICIDAD
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%;%,&%,!-?/!%(*)+#&)%=!

22. !
!
21
PROMOCI!N DE VENTAS
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DEFINICI!N DE MARCA Y EMPAQUE
MARCA
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23. !
!
22
PRODUCCI!N
OBJETIVOS DEL ˘REA DE PRODUCCI!N
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ESPECIFICACIONES DEL PRODUCTO
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DESCRIPCI!N DEL PROCESO DE PRODUCCI!N
DEFINICI!N DEL TIPO DE SERVICIO
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24. !
!
23
8(%,*%,!+/+!')&Y+'!7%,%!%$!9)#%$!%&(*),!&.#!+$!8+,+#'+!%!3%&+,!+$!&.,'+!A!C+,!5(+!/(/!
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Diagrama de Flujo del Proceso
SISTEMA DE ATENCI!N AL CLIENTE
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25. !
!
24
PREPARACI!N DE HAMBURGUESAS
!
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2.$.&%,!$%!&%,#+!+#',+!$./!7%#+/!

26. !
!
25
PREPARACI!N DE HOTDOGS
!
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27. !
!
26
PREPARACI!N NACHOS
!
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28. !
!
27
PREPARACI!N DE LA BEBIDA GRITO VIKINGO
PREPARACI!N DE LA BEBIDA GREEN DEMON
Inicio
del
proceso
Veritr 2oz de
Vodka en una
coctelera
Vertir 1oz de
Vermouth
Seco
Vertir 1oz de
jugo de limón
Colocar hielo
picado en la
coctelera
Agitar la
coctelera por
20 segundos
Colar la
mezcla en una
copa coctelera
Adornar con
una rodaja de
pepino y 2
hojas de
cilantro
Fin del
proceso
Inicio del proceso
Colocar hielo
picado en una
coctelera
Vertir una medida
de vodka en la
coctelera
Vertir una medida
de ron en la
coctelera
Vertir una medida
de licor de melón
en la coctelera
Agitar la coctelera
por 20 segundos
Vertir la bebida
sobre una copa
Rellenar la copa
con agua de limón
Fin del proceso

29. !
!
28
PREPARACI!N DE LA BEBIDA VIKINGO PURPURA
!
CARACTER¸STICAS DE LA TECNOLOG¸A
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Inicio del proceso
Vertir 1oz de licor
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coctelera
Vertir 1oz de licor
de curacao azul en
la coctelera
Vertir 1oz de licor
de arándano en la
coctelera
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ginebra
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por 20 segundos
Vertirse en una
vaso alto con hielo
Llenar el resto del
vaso con refresco
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agitador
Fin del proceso

30. !
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34. !
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33
ORGANIZACI!N
ORGANIGRAMA
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OBJETIVOS DEL ˘REA ORGANIZACIONAL
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ADMINISTRACI!N DEL PERSONAL
! >%!%*-)#)/',%&)1#!*+!7+,/.#%$!')+#+!&.-.!(#%!*+!/(/!'%,+%/!7,.7.,&).#%,!$%/!
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DESCRIPCI!N DE PUESTOS
! Supervisor de alimentos
Supervisor
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General
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Personal de
Aseo
Supervisor
de Alimentos
Bartenders Cocineros
Supervisor
de valores

35. !
!
34
Experiencia
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36. !
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Experiencia
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PRESTACIONES COMPLEMENTARIAS
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Utilidad
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43. !
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ESTADOS FINANCIEROS
TABLA DE REQUERIMIENTOS
ACTIVO CANTIDAD JUSTIFICACIÓN
Capital 1 Se utilizara en la renta del local, bebidas, comida,
frutas, verduras,
maquinaria, equipo, herramientas, instalaciones,
impuestos y sueldos de los empleados en el primer
mes.
Sueldos 24 Es la cantidad de sueldos que se pagara
semanalmente, el pago es
diferente para cada empleado dependiendo de las
horas de trabajo
y área en la que se ubica.
impuestos 5 Los impuestos de agua, luz, gas, teléfono e Internet
son esenciales
para el buen funcionamiento de nuestra empresa y se
pagaran
el primer lunes de cada mes después de nuestro
ultimo DIA hábil.
Vehiculo de carga 1 Será utilizado únicamente para el transporte de
requerimientos de
nuestro bar.
Equipo de computo 1 Es necesario y muy importante para manejar cuentas
y cobros por
nuestros servicios.
Maquinaria 13 Nuestra maquinaria incluye 4 estufas, 5 refrigeradores,
2 aparatos de
aire acondicionado y 2 fregaderos. Son primordiales
para otorgar un
gran servicio rápido y eficiente a nuestros clientes.
Otras herramientas Éstas herramientas varían, puede ser el reponer una
mesa en mal
estado, sillas rotas, bajillas, cubiertos, barras, cantinas
y otros muebles.
Remodelación local 1 Se comprara material como cemento, pintura y
bloques para remodelar la fachada, arreglar techos y
paredes en mal estado,
además del pago por mano de obra.
Mantenimiento El mantenimiento es importante una vez remodelado
nuestro local,
incluye productos de limpieza como jabón, escobas,
trapeadores,
franelas, aromatizantes, papel higiénico, botes, tinas y
otros
instrumentos.
!

44. !
!
43
!
REQUERIMIENTOS POR AÑO
Producto/ventas Unidad de medida Precio unitario
Cerveza $844,800
Refresco $69,120
Licor $1,728,000
Vino $1,728,000
Jugo
Litros
$240,000
Pan $24,900
Tortilla $24,040
Carne $34,984
Botanas $76,800
Queso $16,200
Papas $17,280
Chile $20,160
Cebolla $21,504
Limón
Kilogramos
$5,184
Sueldos Pesos $19,200
Luz $48,000
Agua $7,680
Teléfono /Internet/cable
Servicios anuales
$8,000
Otros costos $40,000
INGRESOS ESPERADOS
ESTADO DE ORIGEN Y APLICACI!N DE RECURSOS
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GRUPO $ 300,000 31,50% RENTA DE LOCAL $ 300,000
$ 105,000 11,03% SUMINISTROS $ 105,000
$ 197,000 20,68% MUEBLES $ 197,000
SUBTOTAL $ 602,000 63,21% SUBTOTAL $ 602,000
FONAES $ 150,500 15,80% CAPITAL DE TRABAJO $ 150,500
$ 120,000 12,59% MAQUINARIA Y EQUIPO $ 120,000
$ 80,000 8,39%
REMODELACION Y
AMPLIACIÓN DEL LOCAL $ 80,000
SUBTOTAL $ 350,500 36,78% SUBTOTAL $ 350,500
TOTAL $ 952,500 100% TOTAL $ 952,500
!
Concepto/años 13% Año 1 Año 2 Año 3 Año 4 $ Año 5 $
Hamburguesas $208,824.
00
$23,5971.
12
$266,647.
36
$301,311.
51
$340,482.
00
Cerveza $1,431,936.
00
$161,8087.
68
$1,828,439.
07
$2,066,136.
15
$2,334,733.
85
Bebidas $9,166,660.
00
$10,358,312.
80
$11,704,893.
46
$13,226,529.
61
$14,945,978.
46
Refresco $260,352.
00
$294,197.
76
$332,443.
46
$375,661.
11
$424,497.
05
Hot-dogs $141,024.
00
$159,357.
12
$180,073.
54
$203,483.
10
$229,935.
90
Papas 173,568.
00
$369,699.
84
$417,760.
81
$472,069.
71
$533,438.
77
Total $11,382,364.00
$13,035,626.32
$14,730,257.70
$16,645,191.19
$18,809,066.03

45. !
!
44
!
PROGRAMA DE INVERSIONES
CONCEPTO IMPORTE FECHA FUENTE
CAPITAL DE TRABAJO $ 150,500
MAQUINARIA Y EQUIPO $ 120,000
REMODELACIÓN Y AMPLIACIÓN
DEL LOCAL $ 80,000
FONAES
RENTA DEL LOCAL $ 300,000
SUMINISTROS $ 105,000
MUEBLES $ 197,000
1ER. MES
GRUPO
TOTAL $ 952,500