2. Aficionado, INC.
• Business Concept
• Size and Nature of
Markets
• Competition
• Marketing Strategy
• Management Team
• Growth Projections
• Financial Highlights
C A
3. Business Concept
C A
• Premier cigar and winebar
• Productsincludeworld-classcigarsand
accessories, vintagewines, full liquor
bar, finedesserts, gourmet coffees, and
memberships
• Located in beautiful Miami Beach area
• Fillsneed for aunique, prestigious,
relaxed environment and atmosphere
• Dedicated in inviting and encouraging
people, with both an interest and a
passion for thefiner thingsin life.
4. Size and Nature of
Markets
Our Target Market Specifics:
• Adults25- above
• Men and Women Professionals
• Middle-high classto Upper
Class
• All ethnic groups
• ResponsibleHomeowners
• StatusSeeking/Socially
responsibleconsumers
C A
5. Size and Nature of
Markets
C A
• Geographic areas: North Miami Beach, Coral
Springs, South Miami Beach
• Suburban communities: Aventura, Coconut
Grove, and Miami Lakes
• Ourmarket is within the Miami-Dade County,
made up of approx. 2.3 million people as of
2000
• 70% of the population is above the age of 25
• 37.02% of ourtarget market are homeowners
• 30.2% are working professionals
• 21.6% of population fall in the income range of
$75,000 and above
• Breakdown by race and ethnicity:
– Hispanic= 65.76%
– White= 11.83%
– Black/Other= 34.24%
6. Competition/Ri
sks
C A
• There are two majorcompetitors within the Miami
area:
• Jimmy at Cuba Club
– In business forover20 years
– Consistent revenue
– Great Industry experience
• Havana CigarEmporium
– Established client base
– Excellent location
• We have one competitornamed Tribeca Grill &Barin
New York, we include them due to the extreme
similarity and ideas we share
• Ourcompany will compete with competitive prices,
exclusive services, such as memberships, superior
marketing tactics, and a unique environment
7. Competition/Ris
ks
C A
• Competitiveadvantages:
• Theuniqueand superb quality weoffer
• Thenever seen beforeoriginal image, styleand
design provided in our facility
• Therecognition with theproduct brands, attracting
and providing what our market needs
• Theappeal weoffer through our membershipsand
theenvironment that only our facility will bring
fresh to themarket
• Thelocation wehaveisin need of what weoffer
• For new competitorsit’srelatively difficult
to enter thisindustry
• Dueto high start- up costs
• Substantial expertiserequired
• Slight chanceof change, dueto thestableindustry
wecurrently hold.
8. Marketing
Strategy
C A
• Slogan: “There’s Nothing Like it…”
• Ourdistinct message is that we bring a unique
quality, elegant environment, and upscale
atmosphere to ourcustomers
• Ourwebsite: www.cafeaficionado.net is
underway at this time
• OurPrimary focus in marketing, is through
advertisements
– Local billboards and signs targeted to the local
upscale communities
– Mobile Advertisements targeting ouryounger
progressive niche
– Through magazine and newspaperads that
are focused on oursame market, forex:
Vanity Fair, The Robb Report, Wall Street
Journal, New York Times, etc.
13. Management
Team
Ryan J. Mixon, President/CEO and
Founder
• Worked closely with most experienced,
knowledgeable and successful industry leaders
• Trained by and worked forAniello Caganello,
ownerand founderof a premiercigarbarin
North Florida
• Personally managed, created and
conceptualized every aspect of the business
concept behind Café Aficionado and
Aficionado, Inc
• Brings excellent knowledge ability of the
industry
• Offers motivation and passion of the business
as a strength
C A
14. Management
Team
Vincent Massanelli, CFO
• Newest addition to Aficionado in 2005
• Priorexperience as regional managerfora
financial organization called “PRG”
• Maintained financial accounts with major
corporations, like, Publix and Winn Dixie
• Brings overthirty years experience in the
financial department of business
• Successfully runs and owns five different
businesses in real estate, liquorstores, etc.
C A
15. Krystal Collazo, Marketing/Sales Director
• Possesses priormarketing, management, public
relations and sales experience in fine dining
restaurants and bars in Orlando area.
• The organizational, dependable and qualified
skills she brings allows foran accurate
delivery of the message and image of
Aficionado, Inc
• Successfully structured and created all
marketing and public relations forlocal charity
event
• Conveys sufficient industry experience but
strong marketing and sales talent
C AManagement
Team
16. Management
Team
Jared Moussa, Directorof Human Resources
• Began in a team of consultants forAficionado
and officially joined as of February 2005
• Credentials include everything from managing to
directing all public affairs forsome of Orlando’s
finest smoke shops and local clubs
• Successfully developed FCATtraining programs
forthe Dept of Education to implement in all
public schools
• Brings excellent and fresh strategies forall new
hires and staff, while still providing proper
benefits
C A
17. Growth Projections
First Year
Open ourdoors May 2007
• We will begin with 17 employees/staff
– Which includes management and key personnel
• 10 different product lines
• To reach these goals and overcome the risks that come about
in new businesses, is done through:
– is careful and precise planning
– Precise timing
– precise execution
• Establish a strategic partnership with CigarAficionado
Magazine
C A
18. C AGrowth Projections
Third Year
• Launch two additional product lines
• Hire anotherkey managerand add at least half the employees, as
well as, increase salaries by 5%
• Last yearto have paid ourinvestors 30% equity on investment
• Built solid and stable relationships with suppliers
• One risk is overestimated revenue, affecting hiring new
employees and the development of new product lines
– We plan to overcome this risk by only hiring based off our
customerbase and only launching new lines based off demand
• Will accomplish by applying these strategies:
– Hard work
– Providing consistency
– Always in tune with customers, suppliers and distributors
needs
19. Growth Projections
Fifth Year
• Pay off all investors by the end of yearfour
• Additional location opened as of this year2011
– Paid fully by company revenues only
• Double employees/staff and increased salaries by 15%
• Expand three new product lines
• The risks involved with inaccurate revenue projections with
new facility, failure of location, etc.
– We plan to overcome these risks through accurate pre
planning and thorough research
• Implement strategies based off dedication, strategic planning
and organization
C A
20. Financial Highlights
Year One
Revenues $1,788,752
Expenses $1,590,854
Net Profit $197,898
Profit Margin 11%
RevenueAssumptions
Memberships (@$1000) $78,023
Cigars $118,788
- commercial/vintage
- accessories
Liquor $1,015,999
- Beer
- vintage Wines
- champagne
Desserts $5,123
Gourmet Coffees $570,819
C A
Major expenses include cost of goods sold, commission, return and allowances, and all general/administrative expenses
21. Financial Highlights
Year Three
Revenues $3,415,345
Expenses $1,559,630
Net Profit $1,855,715
Profit Margin 54%
RevenueAssumptions
Memberships (@$1000) $315,912
Cigars $215,700
- commercial/vintage
- accessories
Liquor $1,955,193
- Beer
- vintage Wines
- champagne
Desserts $10,414
Gourmet Coffees $918,126
C A
Major expenses include cost of goods sold, commission, return and allowances, and all general/administrative expenses
22. C AFinancial Highlights
Year Five
Revenues $6,957,846
Expenses $2,052,123
Net Profit $4,905,722
Profit Margin 70%
RevenueAssumptions
Memberships (@$1000) $1,279,107
Cigars $366,318
- commercial/vintage
- accessories
Liquor $3,814,506
- Beer
- vintage Wines
- champagne
Desserts $21,169
Gourmet Coffees $1,476,748
Major expenses include cost of goods sold, commission, return and allowances, and all general/administrative expenses
23. Financial
Highlights
C A
• Aficionado, Inc. was founded on
September2004 to be filed as a
Florida S Corporation
• Shares authorized: 100 common
stock
• Current Shareholders:
– Ryan J. Mixon- 45 shares
– Krystal E. Collazo- 10 shares
– Jared Moussa- 5 shares
• Shares outstanding: 40 shares
(30% equity)
24. Financial
Highlights
C A
• The company is currently seeking $3,800,000 in start
up capita in exchange for30% equity and a
guaranteed 30% ROIevery year.
• Investors will recoup initial investment by the end of
yearfour, 2010.
InvestorROI- first fouryears
YearOne: $1,140,000
YearTwo: $1,140,000
YearThree: $1,140,000
YearFour: $3,800,000
Total $7,220,000
• Two potential exit strategies choices will be given to
investors in orderto cash out of the company:
– In the process of expansion orfranchising, current
investors could choose to liquidate theirholding or
convert theirholdings to stock, in the expansion or
franchise of the company.
