The company NPKF "Flight-M" manufactures and supplies a complete set of food technological equipment for the production of apple juice or its concentrate.
Our specialists, relying on their own experience and the experience of our European partners, are ready to offer an optimal solution for the production of juices using advanced technological equipment of high quality.

Apple juice concentrate production technology:

1. Delivery of apples to the production workshop

Apples harvested both from trees and from the ground, the so-called. "Volunteers", with the exception of damaged, rotten and unripe fruits, arrive at the processing plant and are shipped to special bunkers with a total capacity of 100 to 200 tons, from which, using a water and mechanical transportation system, are fed to the processing shop for primary washing.

2. Washing, sorting, crushing and pressing apples

With the help of fan washing machines, the fruits are washed from dust and contaminants, including chemical ones. often apples are sprayed with various remedies. It is recommended to use extremely cold water for washing fruits, since the warm liquid softens the upper layers, which helps to accelerate oxidative phenomena.

After inspection by the elevator, the fruits are sent to the crusher and then fed to the pressing area (belt or hydraulic press).

The peel and seeds obtained in the pressing process are unloaded and sent either for feed to farms or for processing, for example, to obtain apple pectin.

3. Cooling, fermentation and filtration of juice

Freshly squeezed apple juice contains a large amount of insoluble biopolymers, pectins, lipids, polysaccharides and other substances that are sources of turbidity. By acting on the insoluble substances of the juice with various enzymatic compositions, it is possible to bring them into a soluble state - peptides, amino acids, sugars, etc. Under the action of enzymes, the juice is enriched with products of enzymatic breakdown. When choosing the optimal doses and types of enzymes, the degree of clarification of the juice reaches 80%.

Thus, the juice obtained after pressing and pasteurization is cooled and sent at a temperature of 50-55 ° C to the corresponding technological operations of enzymatic treatment, which take up to 6 hours. Subsequently, the juice is cooled to 2 ° C and sent for filtration (mechanical filters or ultrafiltration).

During ultrafiltration of apple juice with the help of membranes, proteins, pectins, polyphenols with a large molecular weight are released from it. The mucous helium consistency of these sediments clogs the pores of the membranes relatively quickly. Therefore, before membrane separation, the juice separated on belt or hydraulic presses is thoroughly purified from suspended particles by sedimentation, decantation or other methods.

4. Concentration and packaging of juice

The juice obtained after processing is fed to a vacuum film-type evaporator, which, after removing moisture, produces an apple juice concentrate with a content of 70-72% of dry matter.

This concentrate is then filled in 200 liter drums in aseptic bagging unit. In this form, it can be stored for a long time.

Specifications:

Depending on the needs of customers, technological lines for the production of natural apple juice and its concentrate can be offered in various capacities, from 3 tons per hour to 10 and more tons per hour for raw materials.

For this technological equipment, installation supervision, installation and commissioning works, personnel training and warranty support are provided.

Detailed specifications lines for the production of apple juice or its concentrate, the composition of the necessary equipment and its cost you can get by contacting our specialists.

If you are tired of going to boring work every day and listening to complaints from incompetent bosses, this means that it is time for you to change something in your life. Changes will be possible if there is not only desire, but also a certain amount of money.

Quit your job and start your own business. Despite the seeming saturation of the markets, in fact, there are still enough niches to develop their own commercial activities.

Sweet business

An excellent opportunity for capital accumulation is provided by the production of fruit juices. With the right approach, analytical mind and good luck, you can make good money in this business. Natural juices can be obtained from both freshly picked fruits and dried fruits. In general, there are many different classifications of types and types of this product.

So, juices are:

• fruit, obtained as a result of direct extraction;
• fresh pomace juices (as a rule, they do not contain dyes and preservatives);
• fruit with a high concentrate content;
• reconstituted juices (they are made from concentrated nectar with the addition of drinking water).

More natural juices experts divide into unclarified and clarified. It should be noted that this is only a small part of such products. Branded juices are considered to be the highest quality and elite. They are made only from special selected raw materials. Natural juice producers, as a rule, tend to make a clarified product. Although it is inferior to nectars with pulp in nutritional value, it contains much more vitamin C and is more loved by consumers.

Only within the framework of the law

If you decide to start producing juices, then the sanitary-epidemiological service may become your frequent guest. The SES requirements are a set of rules, the fulfillment of which is mandatory for every entrepreneur engaged in catering.

When it comes to the sanitary and epidemiological service, for some reason, many businessmen have a phrase like: "They no longer know what to find fault with." In fact, all the requirements of this service are consistent with the legislation of the Russian Federation. These rules are very strict, but they must be observed in order to prevent mass poisoning of consumers. Here are a few of them.

So, for example, SES necessarily checks how perishable products are stored at the enterprise. The norms prescribe to keep the raw materials in the appropriate specialized equipment in order to provide them with the optimal temperature. There are also clear time frames for storing vegetables and fruits. All primary processing of raw materials must be carried out in specialized workshops of the enterprise in compliance with all sanitary and epidemiological standards. In case of violation of these rules, the entrepreneur faces administrative responsibility.

Don't forget your competitors

Before starting your own business, we advise you to familiarize yourself with the market. You need to know how many companies currently exist, what product they supply, and what they are focusing on in their marketing policy. Knowing your competitors, understanding their strengths and weaknesses will make it easier for you to enter the market and fight for its share.

A business plan (the production of juices must be planned, drawing it up) should take into account not only favorable conditions for the development of business, but also force majeure. For example, what to do in the event of the emergence of new companies, where to get raw materials in case of failure of the main suppliers, and so on. If you think over all kinds of risks in advance, then your business will be reliably protected. Don't ignore the detailed business plan. Be a strategist, and then you will certainly be able to make good money on this business.

Fresh fruit juices

Let's say you've thought of everything. You have funds or you have the support of influential sponsors. Now it is time to delve into how the technology for the production of vegetable juices, as well as fruit and berry juices, is carried out. It consists of several operations: the conclusion of contracts for the supply of raw materials, its inspection, delivery, washing, re-inspection, the crushing process, obtaining juice, filtering it and bottling it into containers.

During the first inspection of raw materials, your specialists should sort the fruits. They should all be about the same size. In addition, there should not be any foreign impurities - twigs, leaves, stalks and others. Inspection must be carried out while the raw material is on the conveyor belt. As a rule, several people are employed at this stage of production. In the case of inattention of one employee, others must eliminate his mistake.

We rinse thoroughly

Further, all the most selected fruits go to special washing drums, where they are thoroughly washed. Berries are processed in a slightly different way. A quivering treatment is provided for them. After all, as you know, currants and raspberries are tender berries, and they must be washed very carefully so as not to damage the thin skin and retain all the nutrients.

Therefore, the equipment for the production of juices necessarily includes special mesh baskets. They are immersed in water for a short time. After that, fragile raw materials are additionally rinsed under a light shower. Technologists admit that it is impossible to immediately remove particles of earth and sand from fruits and berries, therefore, immediately after the first washing, it is necessary to send the raw materials for a second round.

Grind

When the raw material is carefully selected and washed, it is necessary to grind it. This is done in order to get juice. At the same time, it often happens that after crushing some raw materials release liquid very poorly. In this case, it is sent for additional processing, after which it is possible to reach the technological maximum.

In order to set up a plant that will produce natural juice, you need four main components:

• premises for a plant,
• conveyor line,
• raw materials,
• packaging for bottling ready-made juice.

You can also open a fresh bar in parallel.

Organizational and legal issues when doing this business

When organizing the production of natural juice as a business, when registering, it is worth giving preference to the legal form of LLC. It is when using an LLC that it will be much easier to delineate the responsibility of the founders and it will be much easier to attract investors to your business.

In the process of organizing such an enterprise, the main code of the OKVED activity should indicate paragraph 15.32 "Production of vegetable and fruit natural juices". The form of taxation should initially be chosen “simplified” (15 percent), but with the successful growth of your company, it is possible to switch to OSNO.

List of regulatory documents to regulate the activities of a company that produces juice products:

1. - "On Protection of Consumer Rights" dated February 7, 1992 under number 2300-1;
2. - "On the safety and quality of food products" dated January 2, 2000 under number 29-f3;
3. - "On the sanitary and epidemiological well-being of the population" dated March 30, 1999 under number 52-f3;
4. - "Technical regulations for the production of fruit and vegetable juice products" dated October 27, 2008 under number 178-f3;

Sanitary norms and rules

There are sanitary rules for the brewing and non-alcoholic industries, numbered 3244–85 on 09.04.1985 of the USSR Ministry of Health (list of production requirements).

The maximum permissible amount of chemicals that are released from raw materials and come into contact with food products are described in GN 2.3.2.972–00 of the Ministry of Health of Russia (requirements for product packaging and containers).

Requirements for compliance with hygienic safety and nutritional value for food products SanPiN 2.3.2.1078-01 14.11.2001, Ministry of Health of the Russian Federation with additions.

Juice production activities can be organized only in accordance with the requirements of GOST or technical specifications developed at the enterprise itself.

For each nomenclature unit of production, it will be necessary to obtain a corresponding certificate of conformity from Rospotrebnadzor.

Premises for organizing production

On the area that is planned for production, one production line must necessarily fit, it is necessary to choose a suitable place for storing raw materials and provide for a warehouse for storing finished products. There should also be utility rooms. In order to save money, the office can be located right on the territory of the plant.

The premises of the workshops must necessarily comply with all the standards of the fire regime of 04/25/2012.

It is better to locate your plant outside the city limits. The cost of rent and utility rates will be lower, respectively, and for water, which will be needed for production in large quantities. With regards to the area required for production, at first 150 sq. M. Will be enough for you.

Equipment for the production of juices

The cost of a juice production line can vary from 2 to 6 million rubles.

The price will depend on the country of origin, year of manufacture and service life (this is when buying used equipment).

The juice production line consists of:

1. - water treatment system, its set includes several special filters for water purification;
2. - pumps and filters for finished products;
3. - tanks for mixing and various additives;
4. - homogenizer;
5. - pasteurizer;
6. - heat exchanger;
7. - aseptic storage tank;
8. - device for filling juice into packages;
9. - flushing equipment;
10. - an apparatus for outputting packages and sealing them in containers.

The process of controlling fruit and vegetable juices production equipment is usually computerized - this is a good saving.

Raw materials for the production of reconstituted juice:

1. - juice concentrate;
2. - water;
3. - sugar;
4. - additives, if the data are provided for by GOST and TU (for example, fortification of juices with vitamins).

Usually, the concentrate is imported into the country from China, Brazil, Iran, Turkey and other countries. Of course, it won't make sense for a not very large company to work directly with the manufacturer, it will be much easier to work through third parties, intermediaries. There is also the possibility of an agreement with foreign suppliers of raw materials (Cargill, Doehler).

Concentrated juice is usually made in the country where the fruit grows by evaporating water from it. The resulting mass, resembling jelly, is packed in containers and then exported. Already at the plant, the concentrate is unpacked and restored to the composition of fresh juice, adding water and the necessary useful microelements. The shelf life of finished products is 9-12 months.

It should be borne in mind that in addition to various natural juices, there are still juice drinks and various nectars - these are the main types of products that are manufactured at juice-producing plants. The raw materials are always used the same, but the proportion of dry concentrate will be different everywhere. The composition of 100 percent reconstituted juice corresponds to freshly squeezed juice, but the water level in nectar can be about 75 percent of the total volume. The smallest part of the juice is contained in juice drinks (up to 10 percent); they also contain a high percentage of chemical additives and flavor enhancers.

But you should not form your assortment only from juice-containing drinks - in terms of taste, they are very inferior to nectars and juices. For a young company, the most the best option will create a line of 10-12 different flavors, where 30 percent will be natural reconstituted juice, and the remaining 70 will be nectars and juice drinks, of which there will be two or three types.

Packaging and containers for juice

The bulk of all juices are currently sold in TETRAPAK packaging, it is more practical than glass containers and, moreover, the use of such packaging allows you to save some vitamins that can be destroyed by sunlight. Of course, it's no secret that this type of product cannot be stored under the sun, but no one can give you guarantees that the product will be treated properly at retail outlets. In addition, glass containers weigh more and are very fragile, which can cause serious problems during the transportation of products. And if you opted for tetrapak packaging, then the conveyor line will need to be equipped to work with such packaging. Among other things, you can choose Tetra Rex, Pat or Doy Pak. Juice with a bottle capacity of 1 liter is packed in boxes of 12 or 15 bags, it all depends on the form of packaging. So it is necessary to take care of the cardboard from which the container will be made in advance.

Recruitment

The total number of employees at the initial stage, if only one line is launched, should not exceed 30 people, taking into account the management team.

The key link in the production of juices is the technologist. He is engaged in setting up the plant's line in accordance with the requirements of GOST and TU. He is also involved in testing equipment for malfunctions and the composition of the final product for compliance with all technical and sanitary rules.

As a result, in order to start the production of vegetable and fruit juices, you need this necessary minimum:

1. - one production line for the production of juice in liter packaging (this format is the most popular).
2. - materials for packaging;
3. - 1 barrel of concentrated juice for each of the planned flavors (1 barrel weighs 250 kg).
4. - cardboard boxes for ready-made juice bags.

One juice production line produces about 2 tons of finished products.

Considering that the concentrate must be diluted in a ratio of 1/10 to the state of freshly squeezed juice, then if there are 10 flavors in production, about 25 thousand packages of a ready-to-sell product can be produced. This amount can be increased many times if the main share falls on the production of nectar juices.

At first, finished products can be delivered to pavilions, kiosks, small supermarkets, shops located in residential areas or any grocery stores, if, of course, they are in your city. It is better to start considering entering large networks, for example, of federal significance only after a couple of years of successful sales, since young companies:

1. - can easily not withstand the competition;
2. - a ticket to enter may not be affordable (often the place needs to be paid for a year in advance);
3. - hardly a beginner can count on a profitable place.

Promotion of your business should take place with various promotions (it will be cheaper this way). Gifts to point owners and sellers, so that they are more willing to sell your products. It will also be possible to launch advertising on the Internet, paying attention also to the region of production.

Sep 15, 2016 Sergei

70 representatives in the catalog for 2020. Production and wholesale have been established. List of enterprises in the profile industry:

• Kubanochka company;
• "Juices of Crimea";
• LLC "Plodovoe-2009";
• "Buzdyaksky Cannery";
• Plant of soft drinks "Tonus", etc.

Russian companies offer natural, environmentally friendly products. It is made from fruits, vegetables, drinking water, berries. The factories also produce children's products. Offered juice products: apple, pomegranate, multi-fruit, tomato, pumpkin and others. With sugar and fructose. Recommended by nutritionists for health, in order to strengthen the immune system. Consume daily!

New food technologies lead to an expansion of the range, the emergence of the highest quality nectars. The collection of fruits is carried out from orchards of Russia, Ukraine, Iran, etc. countries. Delivery in Moscow and the Moscow region, to the regions of the Russian Federation, Belarus - by transport organizations. Address, phone number, official website - in the "Contacts" tab.

To buy wholesale soft drinks nectars and juices, download the price list - contact the manager on the page. We invite to cooperation suppliers of raw materials, dealers of food products. Best quality on the market, negotiable price! Direct wholesale deliveries from the manufacturing plant!

Business plan of the enterprise for the production of juices "Vyzhato"

* Calculations use average data for Russia

1. SUMMARY OF THE PROJECT

The goal of the project is to create an enterprise for the production of natural juices (trade mark "Vyzhato!"). The location of the enterprise is st. Dinskaya, Krasnodar Territory. Sales region - Southern Federal District.

Despite a slight decrease in consumption in recent years, some types of juice products tend to increase in demand - fruit drinks, uzvars, etc. High-quality natural juices from regional producers are also in demand, since the consumer is inclined to consider such products to be of higher quality and "honest". These two factors can be considered the basic prerequisite for the organization of an enterprise.

The location of the production is economically profitable, since the Krasnodar Territory is the largest supplier of fruits in Russia. Thus, the company receives a number of logistical and economic benefits. In addition, the climate of the Southern Federal District is distinguished by a long warm season, which is the peak of juice consumption. This will ensure a higher demand compared to other regions and a more even load of production.

In the course of business planning, research was carried out on the industry, the structure of demand, the competitive environment and other important factors. The project is efficient and attractive for investment, which is confirmed by performance indicators (Table 1).

Table 1. Indicators of project performance

	Indicator name	Meaning
	Investment costs, rub.
	Payback period (PP), months
	Discounted payback period (DPP), months
	Return on recoupment, months
	Discount rate (R),%
	Net Present Value (NPV), RUB
	Return on investment ratio (ARR),%
	Internal rate of return (IRR),%
	Profitability index (PI)

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Consumption of juices and nectars in Russia during recent years decreases. Experts attribute this to a decrease in the population's ability to pay and an increase in prices for these products. Since juice is not an essential product, the consumer is one of the first to refuse it. In addition, the decrease in consumption is associated with a shift in demand from 100% of juices towards other non-alcoholic beverages, in particular nectars, juice drinks, and drinking water in the middle price segment. Sales of 100% of juices in 2015 fell by 16%, nectars - by 13.4%, juice drinks - by 7.9%.

According to analysts from Euromonitor International, juice consumption in physical terms, which has been growing steadily since 2010, slightly decreased in 2013 (-2% by 2012). In 2014, the decline was already 4%, and in 2015 - 13%. In value terms, the market decline in 2015 was more than 5%. According to experts' forecasts, the continuation of the fall should be expected for another 5 years.

Figure 1. Dynamics of juice production in Russia in 2010-2015, billions of conventional cans

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The largest producers unanimously confirm the drop in sales volumes, citing competition between the brands of producers specializing in juices and their own brands of retail chains, which, as a rule, have a significantly lower retail price, as one of the market development trends.

Figure 2. Structure of consumption of soft drinks in Russia

Figure 3. Structure of juice consumption by taste

The aggregate market share of the three largest manufacturers is just over 70% of the total market volume. At the same time, the distribution of shares practically does not change over time. Manufacturers acquire new productions and brands, due to which their sales volumes increased. In 2014-2015, some production was stopped due to a drop in demand.

Since the FMCG segment has a widespread strategy of constantly updating the line (in this case, flavors), there appear, for example, mixtures of classic flavors with exotic ones. In addition, the tendencies of recent years can be attributed to the spread of national drinks - fruit drink, uzvar, etc. Another tendency is the growing interest of consumers in natural juices, without additives, which have the maximum amount of vitamins. Recently, consumers have an increasingly negative attitude to reconstituted juices.

Rosstat data, which the service receives by collecting official data from market participants, may not coincide with the data of analytical agencies, whose analytics are based on conducting surveys and collecting unofficial data.

Figure 4. Dynamics of financial indicators of the industry according to OKVED 15.32 in 2007-2015, thousand rubles.

Figure 5. Change in the industry's revenue by OKVED 15.32 in 2007-2015.

Figure 6. Change in profit from sales of the industry by OKVED 15.32 in 2007-2015.

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Figure 7. Dynamics of financial coefficients of the industry according to OKVED 15.32 in 2007-2015,%

As can be seen from the diagrams above, Rosstat data have some discrepancies with studies by independent agencies. According to Rosstat, the industry's revenue grew steadily until 2014, showing a drop only in 2015. The change in operating profit occurred in waves, reaching lows in 2011 and 2014, and in 2015 it showed an increase of 22%. At the same time, the profitability of sales, according to the same data, in 2015 increased by 27%. In theory, this could be due to an increase in retail prices for the industry's products. Indicators of gross profitability and return on assets also showed good growth. At the same time, the data on the growth of absolute indicators is difficult to explain.

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The insignificant growth in the volume of shipments in monetary terms is also explained by the increase in prices for goods. Rosstat did not provide data on shipments in kind.

Figure 8. Change in the volume of sales of products in 2007-2015. according to OKVED 15.32

Figure 9. The share of regions in sales volumes by OKVED 15.32

The enterprise is created directly for this project. It is planned to purchase equipment and place a production line on a rented area in st. Dinskaya of the Krasnodar Territory. This location is beneficial from the point of view of logistics (purchase of raw materials, sale of finished products), as well as from the point of view of reducing the cost of renting production areas.

The village of Dinskaya is the administrative center and the largest settlement of the Dinsky district of the Krasnodar Territory. Population - 34 848 people. One of the largest rural settlements Russia. Distance from Krasnodar - 30 km. The federal highway M4 "Don" runs along the western border of the village. Today, a number of agricultural enterprises and enterprises for processing agricultural products are located in the village.

Krasnodar Territory - subject Russian Federation located in the southwest of the country; is part of the Southern Federal District. The climate in most of the territory is temperate continental. In general, hot summers and mild winters are characteristic. In the Russian economy, the region stands out as the most important agricultural region of the country (7% of the gross agricultural output in Russia, 1st place among the regions of the country). The basis of agriculture in the region is the cultivation of grain crops and sunflowers, however, horticulture and viticulture are also developed, which has great importance for the project in question. In addition, horticulture is also developed in the neighboring regions - the Rostov Region and the Stavropol Territory. All this allows us to assert that the raw materials for the project are affordable, of high quality and competitive in price.

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It is planned to purchase a technological line with a capacity of up to 8,000 l / shift (1,000 l / h). Packaging - 1 liter Tetrapak bags. Implementation - wholesale, through distribution companies.

Table 2. Investment costs of the project

	NAME	AMOUNT, rub.
Real estate
	Preparation of the production area
Equipment
	Processing line
	Laboratory equipment
	Office equipment
Intangible assets
Working capital
	Working capital
	Purchase of raw materials
	Purchase of materials
	Total:	5 622 000 ₽
	Own funds:	3,500,000.00 ₽
	Required borrowed funds:	2 122 000 ₽
	Bid:
	Term, month:

3. DESCRIPTION OF GOODS AND SERVICES

The company produces natural (directly squeezed) fruit (apple and grape) and vegetable (tomato) juice. Raw materials are purchased from local suppliers (Krasnodar Region - 75%, Rostov Region - 25%).

Juice is a liquid food product obtained by pressing the ripe edible fruits of fruit or vegetable crops.

Traditionally, juices are divided into three types:

Freshly squeezed - produced directly in the presence of the consumer using manual or mechanical processing of fruits or other parts of plants;

Directly pressed - made from good-quality fruits, vegetables and fruits, pasteurized and poured into a special aseptic or glass container; it has a relatively short shelf life - no more than 3 months;

Reconstituted - made from concentrated juice and drinking water, bottled in aseptic containers.

Nectar is a liquid food product made from concentrated juice (puree), drinking water with or without the addition of natural aroma-forming substances of the same name. When making nectar, the proportion of concentrated juice (puree) is not less than 20-50% (depending on the fruits or vegetables used). The nectar can also contain sugar, acidifiers, pulp of fruits and vegetables, pulp of citrus fruits. The content of natural juice in nectar is 25-99%.

For the convenience of accounting for canned products, which also include juices and nectars, a standard container volume was adopted - the so-called conditional can. The capacity of a conventional can is 353 cubic centimeters, and the net weight is 350 grams. To further simplify the accounting, the volume of a conditional can is taken as 0.4 liters.

For production, only fresh vegetables and fruits are used, supplied directly from the manufacturer - fresh harvest in season or fruit and vegetable storage. Raw materials are manually sorted, unsuitable fruits are sifted out.

Ready juices are packed in 1 liter Tetrapak aseptic packaging. Shelf life for all types is 3 months from the date of manufacture. Opened - no more than 3 days at a temperature not exceeding +20 ° C. For production, only high-quality drinking water, specially trained, white sugar is used. The nomenclature is presented in Table. 3.

Table 3. Nomenclature of the enterprise and main characteristics

The packaging design is developed by the KreativIM design bureau (Moscow), taking into account modern trends... Basic design requirements:

modern style

attracting attention (unlike analogs on the supermarket shelf)

reflection of the regional origin of the product

4. SALES AND MARKETING

The main sales channel (70% of the volume) is distribution companies. The rest of the volume is direct sales to large retail chains. The average margin is the same in both cases (Table 4). The retail price is not fixed by the manufacturer, but the manufacturer offers a suggested retail price.

Table 4. Nomenclature and prices

The organization of sales is carried out by sales representatives who conduct direct negotiations with distributors and retail chains. At the initial stage, the main focus is on establishing relationships with distribution companies in order to delegate to them a significant part of the work of handling the market.

The products are positioned in the middle price segment. The main target audience is men and women aged 3 - 50 years. According to statistics, per capita consumption of juices in the Southern Federal District is 57%. The average annual consumption of juice in Russia is 16 l / person. Thus, the market volume is:

Potential. The population of the Southern Federal District is 16.4 million people; of them at the age of 3-50 years - 76% or 12.5 million people; this amounts to 199.4 million liters of juice per year or 16.6 million liters per month.

Actual. In the overall structure of juice consumption, the range of the enterprise accounts for about 30% of the total volume (of which 24% are apple juices). In addition, at least 60% of the population prefer to buy well-known brand juices. Thus, the actual volume is 1.5 million people. or 24 million liters per year (2 million liters per month).

Accessible. Given the significant actual volume of the market, the capacity of the production line should be considered to determine the available volume. Its capacity is 1,000 l / h (8,000 l / shift or 176,000 l / month).

Table 5. Planned sales volumes

The following channels are used for promotion:

BTL materials at retail points of sale

own website

SMM (vk.com, ok.ru, fb.com, Instagram)

banners and billboards in the largest cities of the Southern Federal District (starting stage)

in-store promotions

The media plan and advertising budget are given in Appendix. 1 (data are given for the first 2 years of the project implementation, since the planning of subsequent years is similar to the second year). The media plan was drawn up taking into account the seasonality of demand, while the advertising budget in some months exceeds 100,000 rubles, in some months it is significantly lower than this amount. On average, the monthly budget is 85,000 rubles / month. With a planned average monthly advertising budget of 100,000 rubles. the remainder of the amount can be spent on unforeseen needs, or directed to cover other items of expenses, or be considered as additional profit of the enterprise.

Today, there are direct and indirect competitors in the regional market. Indirect, first of all, can be attributed to large federal companies that produce recovered juices. As a rule, they have established sales channels, strong financial support, and have the best shelves in the largest retail chains. Since the project is located in a relatively narrow niche - directly squeezed natural juices - there will be no direct competition with companies of this kind.

Direct competitors and basic information about them are presented in Table. 6. The quality of the organoleptic properties and the breadth of the range (in terms of tastes and packaging formats) are assessed on a 10-point scale, where 1 is the minimum (worst value).

Table 6. Direct competitors

	Name	Market share	Organo-leptic properties	Nomenclature	Key competitor
	Grandfather's garden
	Fruit of the Kuban
	Healthy juices
	The Bird of Happiness
	Summer in the Kuban
	Bright life

For key competitors, there is a strategy to protect its market share. With regard to non-key ones - the strategy of attracting their customers, primarily from competitors with low organoleptic properties.

5. PRODUCTION PLAN

The production is located in st. Dinskaya Krasnodar Territory in a rented area. The territory has convenient access roads. The building has rooms for storing raw materials, finished products, as well as a production room where a technological line is installed. The total area of ​​the premises is 200 m 2.

The equipment is purchased new, Russian production... Preliminarily, preparatory work is being carried out in the room to bring it into compliance with sanitary and hygienic standards. Delivery and installation of equipment is included in the cost and is organized by the supplier. After installation, commissioning and personnel training is carried out by a specialist from the supplier. Also, a contract for post-warranty service is concluded with the supplier (warranty - 3 years).

Raw materials suppliers are located in the Krasnodar Territory and Rostov Region, delivery is organized by the supplier. Raw materials go through the stage of manual sorting. The share of rejected raw materials is expected to be 4% of the total. If this indicator is systematically exceeded by more than 2%, a decision is made to search for a new supplier. The turnover period of the raw material warehouse is no more than 4 days. The costs of raw materials per 1 liter of finished products are shown in Table. 7.

Table 7. Costs of raw materials and materials per 1 liter of finished product

The waste is sold to farms for poultry feed and compost. Recoverable funds are included in variable unit costs.

Finished products are packed in boxes of 12 bags each and placed in the finished product warehouse. The turnover of the finished goods warehouse is no more than 7 days. Delivery of products to the place of sale is carried out with the involvement of a transport company or private carriers (as agreed with the client).

A detailed production plan is given in Appendix. 2.

6. ORGANIZATIONAL PLAN

An individual entrepreneur was chosen as the organizational and legal form for the implementation of the project. Taxation system - STS (income-expense).

Project team. The main management functions are performed by the entrepreneur: management, planning, sales management, financial management, marketing, etc. For this, an entrepreneur has all the necessary knowledge and skills, has experience in entrepreneurial activity.

One of the key figures in the project is the production technologist, since the reputation of "Squeezed!", As well as the level of demand, depend on quality (and its stability). Since a large number of food enterprises are located in the region, including the production of soft drinks, it is not difficult to find a qualified specialist. Basic requirement: at least 5 years of experience in a similar position in a similar production.

Serious requirements are also imposed on sales representatives, since the development of the company depends on the quality of their work, which is especially critical at the first stages of a project. Requirements for candidates: having a car (business trips in the Southern Federal District), work experience in a similar position for at least 3 years, experience in negotiating at the level of top officials, possession of strategic sales skills.

Staffing table and the payroll are given in Table. eight.

Table 8. Staffing table and payroll

	Position	Salary, rub.	Number, people	Payroll, rub.
Administrative
	Accountant
Industrial
	Sorters
	Line operator
	Technologist
Trade
	Sales Manager
	Sales Representative
	SMM manager
Auxiliary
	Storekeeper
	Total:			445,000.00 ₽
	Social Security contributions:			RUB133,500.00
	Total with deductions:			RUB 578,500.00

Stages of project implementation.

Preparation of office and industrial premises (2 weeks)

Recruiting and hiring personnel (in parallel with the preparation of office space, 3 weeks)

Purchase of equipment, delivery and installation (2 weeks)

Equipment setup and operator training (1 week)

Search and attraction of distributors for cooperation (after the release of prototypes)

Mass production

7. FINANCIAL PLAN

The financial plan is designed for a five-year perspective and takes into account all the income and expenses of the enterprise. The income of the enterprise includes only revenue from operating activities, since no investment or sale of fixed assets is expected within five years, etc.

Investment costs for the project are shown in Table. 2. These include the costs of preparing premises, purchasing equipment, and launching an advertising campaign. A special item is the cost of the initial purchase of raw materials (35,000 liters, approximately 1.5 months of work); in the future, the purchase of raw materials will be made at the expense of the enterprise's own funds. It also provides for the creation of a fund working capital to cover their deficit until the moment of recoupment; the size of the fund is 750,000 rubles. With a total investment cost of 5.62 million rubles, own funds entrepreneur is 3.5 million. The missing amount is supposed to be attracted in the form of a bank loan for a period of 60 months. at 18% per annum. The loan is repaid by annuity payments, the loan holidays are 3 months.

The structure of variable costs is shown in Table. 5 and Tab. 7. These include raw materials and supplies for the production of products, as well as the cost of electricity and water consumed by production.

Fixed costs are shown in Table. 9. Fixed costs include depreciation of fixed assets and intangible assets... Depreciation is calculated on a straight-line basis for the useful life of fixed assets of 5 years.

Table 9. Fixed costs of the project

Personnel costs (payroll with deductions) amount to 578,500 rubles / month. (Table 8).

A detailed financial plan is given in Appendix. 3.

8. PERFORMANCE INDICATORS

Evaluation of the effectiveness of the project is carried out on the basis of simple and integral indicators. Key performance indicators are shown in Table. one.

Cash flow discounting is used to account for the change in the value of an investment over time. The accepted discount rate is 5.5%, which reflects the non-innovative nature of production. The technology and product are well known to the market.

Simple (PP) and discounted (DPP) payback periods of the project - 8 months. The net present value (NPV) is 5.4 million rubles. This is a high indicator that reflects the real effectiveness of the project. Internal Rate of Return (IRR) - 11.82%. Profitability index (PI) - 1.14> 1.0. All these indicators testify to the efficiency and high investment attractiveness of the project.

9. RISKS AND WARRANTIES

Determination of possible risks and their assessment is an important factor in the formation of a project development strategy. When assessing risks, the following are considered:

economic, political, demographic, social and other factors

threats from competitors

internal problems of the enterprise

Table 10. Project risks and measures to prevent them (5-point scale)

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№	Risk	Probability of occurrence	The severity of the consequences	Prevention and elimination strategy
	The fall in effective demand amid the crisis			Driving out competitors, including price Reducing production costs by reducing rental and advertising costs With a positive trend in demand - an active image advertising campaign
	Fruit failure			Creation of a pool of suppliers, prevention of dependence on anchor Monitoring of imported raw materials, development of backup options
	Changing taste preferences of the population			Using positioning "made in the Kuban"
	New players entering the market			Active brand promotion and formation of consumer loyalty Formation of conditions within the enterprise for a possible price struggle
	Problems with production technology, instability of quality, poor product quality