5. B2b Gifting

Target 1: Increasing Revenues. KPI: Generating over 720 thousand dollars; As average 16-17 steady clients per month

Target 2: More aggressive promotion (more exhibitions, more money invested in e-marketing). KPI : sponsoring at least 5 exhibitions

Target 3: Effective Direct sales. KPI: Sales manager continues to actively perform telemarketing, combining it with going with presentation to potential clients

Target 4: Keeping high operational effectiveness: decreasing costs and increasing revenues. KPI: marketing costs – 11% of revenues

Sales predicted: $503 257

Costs	Comments	Amount ($)
HR	Salaries	$ 48 562
Exhibitions sponsorship	Being a sponsor at a number of exhibitions or fairs where a big number of companies is concentrated	$ 590
Promotion in Print Magazines	Presence in Komus off-line catalogue	$56
TOTAL COSTS			$49 209

6. HoReCa Exhibitions

Target: Find partners for HoReCa and Retail. KPI: 70 new partners

Sales predicted: 220 000 $

Costs	Comments	Amount ($)
HORECAEXPO	St Petersburg HoReCa exposition	20 000 $
WorldFood	Moscow consumption goods exhibition (retail)	25 000 $
TOTAL COSTS		45 000 $

3.7 Direct b2b (Catering, Offices, Language Courses)

Language courses target: Brand representation and comprehensiveness of HoReCa distribution. KPI: : 115 – 140 companies

Sales 60 000 $

Catering services target: Contracts with 40 Catering Service companies (CS).

Sales:  200 000 $

Offices target: 50 Contracts

Sales - 150 000 $

Costs	Comments	Amount ($)
Language courses	Language courses search and leaflets distributed among existing language courses	11 792 $
Catering Services	Salaries & other costs	18 000 $
Offices	Salaries & other costs	11 000 $
TOTAL COSTS		40 792 $

4Th Year

Priorities are:

• Massive Retail chains expansion

• Supportive promo campaigns

Total costs: 1 735 608 $

Total sales: 13 444 619 $

Total sales RSP: 54 456 980 $

1. Shocoladnica

Target 1: increasing in buying our tea at café. KPI: the amount of ordering tea 35% of all orders of tea ( +5% to previous year)

Target 2: people continue interested in buying our special present tea bags. KPI: 10% of those who drink tea in café buy usual boxes of tea; 3% of those who drink tea in café buy gift package (more than in previous year, because amount of people who order tea in café increase)

Sales expected: 7 950 550 $ (25 152 652 $ RSP)

Costs	Comments	Amount ($)
Branded cups and teapot	is renewable wear products 10%	4 438
The POS Pyramid to summer menu	Type of pos-materials with information about special summer menu. New collection.	4 218
	TOTAL MARKETING COSTS	$ 8 656

2. Retail

Sales expected: 26 249 964 $

Costs	Comments	Amount ($)
Payment for retail shelves	Payment for shelves in supermarkets in MOSCOW Malls; supermarkets "Perekrestok" in Moscow, Moscow region, St. Petersburg, St. Petersburg region and Central Region; hypermarkets "Karusel" in Moscow, Moscow region, St. Petersburg, St. Petersburg region; supermarkets "Sedmoy Continent" in Moscow, hypermarkets "Metro" and "Auchan" in Moscow and St. Petersburg	$738 750
In store advertising materials	Payments for wobblers for 6 months in "Metro" and "Auchan" stores	$15 188
Stuff expences	Salary (Commerce manager, KAM "Perekrestok" (Key Account Manager), KAM "Karusel" (Key Account Manager), KAM "Sedmoy Continent" (Key Account Manager), KAM "Metro" (Key Account Manager), KAM "Auchan" (Key Account Manager), Marketing manager, Sales Manager, Marketing specialist, Retail sales analyst, 6 Sales Representatives, Designer of marketing material, Assistant)	$367 500
TOTAL COSTS			$1 121 438