Partnership for setting up a franchised national chain

The present business project and business plan aim at enlarging the business scope of Laval Ltd by carrying out commercial expansion across Bulgaria. This will be done through setting up a national chain of shops under the brand Laval Exquisite Boutique.

The Strategy
Our strategy for sucess will be achieved by implementing the following business intentions:
- Opening new shops of Laval Ltd. only in the towns of Sofia and Varna
- Setting up a chain of shops under franchise contract in the big towns

We shall open new shops in Sofia and Varna which have the highest concentration of price conscious clients. We plan to open shops in the biggest shopping malls, which are expected to be the most successful projects in Bulgaria, minimizing risk. Besides being representative company shops, they will be pilot projects for the chain, set up to standards which the rest of the shops have to follow and comply with.

Laval Ltd will set up a chain of shops under the brand Laval exquisite boutique based on franchise contracts in other big Bulgarian towns with populations over 50000 inhabitants. Our initial prognosis is to open about 30 shops in towns such as Plovdiv,Burgas, Ruse, Stara Zagora, Pleven, Sliven, Dobrich, Shumen, Pernik, Yambol, Haskovo, Pazardzhik, Blagoevgrad, Veliko Tarnovo, Vratsa, Gabrovo, Vidin, Asenovgrad, Kazanlak, Kyustendil, Kardzhali, Montana, Targovishte, Silistra, Lovech, Dupnitsa, Razgrad, Sandanski, Nessebar and Sozopol over a period of 3 years, as in some towns such as Plovdiv, Bourgas and Ruse more than one shop could be opened. All shops will work on one and the same concept and know-how; they will have the same marketing strategy and will sell only goods offered to the Bulgarian market by Laval Ltd.

Target groups
The main target groups which we have managed to define for our brand are:
- Young married couples
- Business people
- Regular customers
- Bulgarians living permanently or temporarily abroad
- Middle-aged families
- Foreign tourists
- High class hotels and restaurants
- Government bodies
- Resellers

The business plan
Our concept until now has been to carry out retailing only in Varna and wholesale trading in the other towns. The present business plan is set up on a totally new concept, based on our previous experience and on analyses of the competition and the market niche in which we work. The present business project and business plan aim at enlarging the business scope of Laval ltd. by carrying out commercial expansion over the whole of Bulgaria by setting up a national company chain of shops under the brand Laval Exquisite Boutique.

The company had drawn up the following business plans:
- Marketing plan
- Operation plan
- Finance plan

Products offered by the brand
The rich list of items of goods, imported from Laval Ltd. and offered on the market, includes articles from crystal, glass, porcelain, inox, pewter, bronze, silver, gold, silver-plated and gold-plated articles. The largest group consists of tableware articles – sets of glasses made of crystal and crystal glass, porcelain dinner, coffee and tea sets, cutlery, serving accessories, accessories for wine and bar, articles to table decoration, kitchen utensils and accessories. The next group consists of articles that are intended for interior decoration and furnishing of the house – vases, candleholders, desk clocks, photo-frames, small furniture and home accessories. In addition there are collectables such as figurines, statuettes, paintings, icons and souvenirs. A new group is jewellery which comprises of Bohemian Crystal and the world famous Venetian Murano Glass. We have examined the assortment of goods we import for each of our suppliers, the availability of
contracts for exclusive rights for Bulgaria and the possibility to obtain such in the future.