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Runakay Chocolate
Final Business Plan
w/Financials

Business Plan
RUNAKAY CHOCOLATE
Organic Ecuadorian Chocolate with a heart
www.runakaychocolate.com
Oice: 74 E. Mineola Avenue
Valley Stream, NY 11580
Tiffany Vega
(123) 555-1234
CEO
Tiffany.vega@spsmail.cuny.edu
Kristina Marsella
(123) 555-1234
Operations Manager
Kristina.marsella@spsmail.cuny.edu
Kim R. Canty
(123) 555-1234
Business Developer
Kim.canty@spsmail.cuny.edu

Table of Contents:
Executive Summary
CompanyDescription
Marketing Analysis
Competitive Analysis
Operational Analysia
Organizational Analysis
Business Insurance
References

Executive Summary
What is the one irresistible pleasure we all love to indulge in, CHOCOLATE. Where is the best place
to obtain delectable 100% organic chocolate? ECUADOR.
Ecuador is a beautiful country located in South America. It is considered one of the major producers
of cacao. Cacao, harvested by the hands of local Ecuadorian farmers, produces the most succulent
chocolate in the world.
Everyone is aware that there is no shortage of chocolate companies. The major difference between
Runakay Chocolate and all the others is our commitment to helping the Ecuadorian farmer and the
community they live in. We will employ farmers who will harvest the cocoa beans and make the
chocolate right on their land.
Tiffany Vega, an Ecuadorian immigrant and graduate student, had a vision of starting a chocolate
business in the United States. Kim R. Canty, Nakia Jawara and Kristina Marsella, classmates of
Tiffany, shared her passion and decided to team-up and launch Runakay Chocolate.
Runakay Chocolate is dedicated to:
1.
Assisting the Ecuadorian communities that are settled on the north side of the

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Parque Nacional Yasuni in the Ecuadorian Jungle by creating job opportunities and a better standard
of life without the need of selling their land.
2.

Making quality 100% organic chocolate bars from Ecuador. Some bars will contain dried

exotic fruit that are not well known in the United States such as Maracuy (passion fruit), Mora
(Blackberry), and Naranjilla (Little Orange).
3.
Supporting fair trade practices.
In our quest to become international entrepreneurs, we will seek guidance from the Ecuadorian
government who encourages entrepreneurship through the Ecuadorian Trading Office located in
New York.
Runakay Chocolate will advertise our chocolate bars on our website, Facebook, and Twitter pages.
With the help of the Ecuadorian Trading Office in New York, we will promote our products in
publications that cater to fundraising events, green markets, and chocolate trade shows.
Runakay Chocolate is looking for an investment of $100,000 to help launch our products here in the
United States.

Company Description
Ecuador is a very diverse country, in ethnicities, culture and nature. This beautiful
country, located in South America, has a population of over 13 million people.
Ecuador has many natural resources, a unique biodiversity and a rich cultural.
Ecuador is one of the major producers of cacao, which is used in making ne
chocolates around the world. For this reason, Tiany Vega, an Ecuadorian graduate
student, and three classmates decided to create Runakay Chocolate.
Runakay Chocolates is dedicated to:
1.

Assisting Ecuadorian communities that are settled at the north side of the

Parque Nacional Yasuni in the Ecuadorian Jungle by creating job opportunities and a
better standard of life without the necessity of selling their land.
2.
Making quality 100% organic chocolate bars from Ecuador. Some bars will
contain dried exotic fruit that are not well known in the United States such as
Maracuy (passion fruit), Mora (Blackberry), and Naranjilla (Little Orange).
3.

Supporting fair trade practices.

The three principal activities of the farmers we will partner with are cocoa and
chocolate production, tourism and crafts. These cocoa families will work directly in
partnership with Runakay Chocolate. We will have direct contact with the leader of the
community. We will guarantee that the farmers are paid fair wages and strict
guidelines are followed in accordance with the Fair Trade practices.
One of our main missions is to share the story of these communities with the people
here in the United States. We plan to write a paragraph about the farmer and
community on our labels. We will not just sell the name Runakay Chocolate; we want
to sell the beauty of the Ecuadorian people. In the United States, we want to be known
as the company who makes delicious 100% organic chocolate and the company
that inspires people to buy with a conscious. We want people to say I love this
chocolate, but I also love that I am helping to provide for a poor family in Ecuador.
In our quest to become international entrepreneurs, we will seek guidance from the
Ecuadorian government who encourages entrepreneurship through the Ecuadorian
Trading Oice located in New York. The Ecuadorian Trading Oice in New York will be
our principal contact and support. They will help us navigate the import rules and
regulations, ensure that we comply with the Food and Drug Administration codes, and
assist us in obtaining Fair Trade certication. They will also assist in giving us
information on various chocolate fairs and events we can attend to promote our
products.
According to information found in the NY Ecuadorian Trade Oice pamphlet titled
GUA CMO EXPORTAR A ESTADOS UNIDOS,[1] During the last few years the North
American consumer has become more aware of the benets of consuming organic and
socially responsible products. Due to this fact, this market keeps growing every day.
The growing trend is that consumers have a tendency to purchase organic products
and products that can show a social component. These types of products are highly
appreciated by consumers. There is a new tendency of accepting green products or
products elaborated with organic ingredients and with low or no environmental impact.
For this reason we believe that Runakay Chocolate; with the help of a global strategy,
good branding and with the help of the Ecuadorian Trading Oice in New York would
be highly accepted in this market.
The Ecuadorian Trading Oice will help Runakay Chocolate to participate in
international chocolate fairs and events. At these events, we will display our chocolate
bars and promote our business by focusing on how our products will support poor
Ecuadorian communities in need. One of the fairs we will participate in is the February
2014 Chocolate Week Fair in New York City. The Chocolate Week Fair promotes ne
avor chocolate and celebrates the work of top chocolatiers and chocolate companies.
Participating in this fair, along with the research and help from the NY Ecuadorian
Trading Oice, will open up opportunities for our company to sell our products in
stores like Trader Joes.
In addition to having our product in retail stores, we would love to reach the local
consumer by having our product sold at various fundraising events. Many schools hold

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candy sales once a year. It will be ideal to have our products in the hands of students
who will learn about the Ecuadorian farmers contribution to our product. We will
attend several parent meetings to gauge their interest in our products.
There are many options when starting up a business and choosing its legal form.
Runakay Chocolate will be a C Corporation. The main reason for this formation is to
protect our personal assets from company liability. According to investopedia.com, A C
Corporation is a legal structure that businesses can choose to organize themselves
under in order to limit their owners' legal and nancial liabilities. C Corporations are
legally considered separate entities from their owners. A C Corporation is dierent
from other business types because its prots are taxed separately from its owners and
it is owned by its shareholders. A benet of this legal form is that if the shareholders
change, the business may continue.

Marketing Analysis
Product and our Unique Selling Proposition: Runakay Chocolates nished
product will be processed by Ecuadorian farmers, using 100% organic cocoa beans.
Our products will not be processed in a factory. Instead, our handpicked farmers will
produce the chocolate bar themselves.
There are many wonderful fruits (strawberries, mangos, pineapples, melons and
apples) that are well known here in the states that are produced in Ecuador. Runakay
Chocolate would like to market some of our chocolate bars with dried fruit that are not
well known here in the states such as Maracuy (passion fruit), Mora (Blackberry), and
Naranjilla (Little Orange).
All of the fruits are 100% natural and sun dried with lemon juice. There are no
additives, preservatives, colorants, chemicals or sugar added to them.
Below is the process the farmers will follow to produce the chocolate.
1. Ferment the beans for about 2-3 days.
2. Dry the beans on the land allowing them to dry naturally.
3. Break the cacao beans into small manageable pieces.
4. Grind the beans into a paste. The farmer will then add one of the dried fruit to
the paste.
5. Begin to cool the chocolate. We are supplying the farmers with bar molds. The
chocolate will be placed in the molds until they become solid.
Pricing Strategy: The cost of Runakay Chocolate bars will vary depending on the bar
that is purchased.
1.
100% organic 1.5 oz. dark chocolate bar
$6.50.
2.
100% organic 1.5 oz. dark chocolate bar with Maracuy avor
$7.50.
3.
4.

100% organic 1.5 oz. dark chocolate bar with Mora avor
100% organic 1.5 oz. dark chocolate bar with Naranjilla avor

$7.50.
$7.50.

Our prices are competitively priced for our market.

Sales/Distribution: Runakay Chocolate will advertise our products via our website,
Facebook, Twitter and other social media outlets. On a smaller scale, we will advertise
in papers that cater to fundraising events, green markets, and chocolate trade shows.
Our website will serve as the vehicle for customers to go and order bars. Customers
will pay with a credit card or PayPal account. Our vision is to have parent, civic,
religious and trade organizations, access our website and place orders to sell at their
functions. We would also like to market our products in establishments that currently
do not sell 100% organic chocolate, such as Trader Joes.
Our distribution channel will be manufacturer (farmer) to retailer and wholesaler
(Runakay) to consumer.
The shipment of wrapped candy bars will arrive at JFK Airport where they will then
continue on to our NYC self-storage unit in Rockville Centre. Once they arrive at our
storage unit, our personalized candy wrapper sleeve will be placed on them. At no
time will sta have direct contact with the chocolate.
Advertising and Publicity: Our budget for advertising and publicity is very small.
Runakay Chocolate will have to come up with inexpensive ways to promote our
product.
A good portion of our budget will go towards building our website. Our website will be
our main medium for advertising. Our website will link our customers to our
FaceBook, Twitter and Instagram accounts.
We will utilize Google by opening an AdWord account. With AdWords we are only
charged when a customer clicks on our ads and goes to our website. The great thing
about AdWord is we set the perimeters of who sees our ads. If we are only seeking
NYC customers, we can set that perimeter.
A portion of our budget will go towards creating post cards and business cards that will
be given out at various functions.
We believe that social media can only do so much to launch a product. We have
decided to take our product directly to some markets in the New York City area that do
not have access to our type of chocolate. This will allow for our brand to get out and
get testimonial up on our website. We plan to do the following:
1.
There are approximately 1400 schools in NYC. There are parent associations
that hold candy sales 1-2 times a school year. We will ask to speak at as many
associations meetings as possible.

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2.

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We will take our product to chocolate trade shows in the tri-state area.

3.
We researched and found that Trader Joes does not sell chocolate from
Ecuador. For this reason, through their website we would contact them and send a
new vendor inquiry to their Merchandising Team, for their review and consideration.[2]

Competitive Analysis
At Runakay Chocolate, we are in a class of our own when compared to other companies
who manufacture Ecuadorian raw chocolate. We specialize in making premier organic
chocolate straight from Ecuador. Our chocolate is made from authentic Ecuadorian
cocoa beans, and is 100% organic. Ecuador is a major producer of cacao and produces
the most succulent and high quality chocolate in the world.
We have based our business on socially responsible principles. Our pledge to support
Ecuadorian communities is what distinguishes us from our competitors. By partnering
with cocoa growing families within the communities of Centro Anangu, Sami Isla, and
San Roque, our company will help generate over 400 jobs, creating opportunity for
stability and development. We will also pay the farmers 9% above the minimum wage,
which is a substantial amount. Many companies have entered this growing and
expanding market of organic chocolate sharing our same sense of social responsibility;
but none have made a dedicated commitment to uplift the communities of Ecuador. We
have provided local farmers the opportunity for a stable income by being our chocolate
suppliers. We are also working directly with the farmers and cutting out the
middleman. We compensate the farmers directly. We will support fair trade practices
and create these jobs for farmers without requiring them to sell their land.
We have identied the following four key players as our biggest competitors:

Dagoba Organic Chocolate

Gnosis Chocolate
Pacari chocolate Righteously Raw Chocolate
Righteously Raw Chocolate

Each one of these companies is unique in their own way. Although they share
the commonality of making organic chocolate while being socially conscious,
their mission, strategy, and range of products, slightly diers. Our aordable
prices and distinctive range of products, will speak for itself, helping to keep our
customers loyal. We have an undeniable quality, which will continue to
strengthen our brand, separating us from the rest and bringing us brand
recognition. In the short extent of time weve been in business, we have made
eort to build alliances with companies who share our same dedication and
commitment. We have a phenomenal advertising team, great positioning, and
superb customer service; our strengths outweigh our weaknesses, promoting
longevity and growth.

Competitors'

Mission

Dagoba Organic Chocolate

Gnosis Chocolate

Pacari Chocolate

Righteously Raw Chocolate

http://www.dagobachocolate.com/

http://www.gnosischocolate.com/

http://pacarichocolate.com/

http://www.righteouslyrawchocolate.com/

"To craft deeply satisfying chocolate in a socially

responsible way,"(Dagobachocolate.com, 2012).

"With respect for the origins of cacao, the

well-being of society, & Earths natural
majesty, they celebrate health, exquisite
flavor, and integrity,"(Gnosischocolate.com,

To offer the first premium

organic chocolate made
from bean to bar in
Ecuador. Pacari founders

"By facilitating the availability of high

frequency foods used by native people
for generations, they hope to shift the
awareness of what is truly good for the

2012).

are dedicated to create a

body and create a balance for a fair

line of dark chocolate with

the finest flavor and
texture imaginable. As

trade economy worldwide,"

(righteouslyrawchocolate.com, 2012).

artisanal producers, they

make Pacari Chocolate in
small batches with
carefully selected organic
ingredients to ensure the
maximum flavor profile.
They want to preserve
their fine flavor, since they
are considered gourmet
chocolate,
(pacarichocolate.com)
Strategy

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"In sourcing its ingredients, the DAGOBA company formed

partnerships with cacao growers and their communities,
encouraging farmers to grow organic crops. In Oregon, the

"Gnosis purchases its cacao exclusively

from two of the most highly respected
sources in the organic industry: Big Tree

Pacari Works directly with

small scale farmers, not
middle men, to ensure that

Righteously Raw Chocolate "Gourmet

Organic Chocolate Bars are pure, raw,
antioxidant rich taste delights! The dark

DAGOBA factory honors the earth's limited resources by

reducing energy consumption, using recyclable packaging
and striving for zero waste from farm to consumer,"

Farms and the Grenada Chocolate

Company," (Gnosischocolate.com,
2012).

they are fairly

compensated for their
products. They pay a

cacao is lightly sweetened with one or

more of these low glycemic ingredients:
coconut sugar, agave, coconut nectar,

(Dagobachocolate.com, 2012).

"Gnosiss carbon footprint is petite because

their chocolates are hand-made, their

significant premium over

market prices so that the

dates, figs and raisins. All of their bars

are made with love, positive energy and

packaging is 100% recycled and

biodegradable, and they use vegetable

producers capture
sufficient value for their

human hands in our own facility where

quality control is their highest priority,"

based inks. Their shipping materials are

reused, they don't use bubble wrap, and
they use the backs of our labels for padding

hard work and can

continue their sustainable
farming methods,

(Righteouslyrawchocolate.com, 2012).

rather than buying packing peanuts. They

believe that these and other practices affect

preserving the genetic

diversity of cacao in

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Competitors'

Range of
Products

Product
Quality

Dagoba Organic Chocolate

Gnosis Chocolate

Pacari Chocolate

Righteously Raw Chocolate

http://www.dagobachocolate.com/

http://www.gnosischocolate.com/

http://pacarichocolate.com/

http://www.righteouslyrawchocolate.com/

the planet directly, so they strive to set an

example for other small companies like

Ecuador,"
(Pacarichocolate.com,

theirs,"(Gnosischocolate.com,
2012).

2012).

Chocolate bars, truffles, super counselor

bars, hot chocolate, trail mixes, spreads,

Cacoa powder, chocolate

bars, chocolate covered

Chocolate bars, bite size chocolates,

cacoa drinks, coconut macaroon, and

body care, supplements specials, and an

assortment of gift collections.

candies, and roasted

cacoa beans.

superfood.

Organic Certified backed by a 100% Satisfaction

Guarantee. "The flavor of cacao beans depends on a

"Ethically sourced RAW Cacao from Bali,

Ecuador, Peru, Grenada, & Madagascar -

"Use of superior organic

ingredients, exceptional

"Ingredients are obtained from only the

highest integrity suppliers who have

multitude of factors, including rainfall, soil quality and

surrounding plants. By exploring and sourcing our own

and add low-glycemic sweeteners,

nutrient-dense superfoods & medicinal

flavor profile of the cacao

bean,"

visited the sources of each ingredient

and therefore know how they are grown,

cacao, they can carefully monitor its quality and flavor.

This also ensures that the cacao meets their strict

herbs sourced fastidiously from the Amazon

to the Himalayas,"(Gnosischocolate.com,

(Pacarichocolate.com,
2012).

harvested and shipped,"

(righteouslyrawchocolate.com, 2012).

Chocolate bars, drinking chocolate, baking products,

tasting squares, and professional products.

conservation standards," (Dagobachocolate.com, 2012).

2012).

Consumer

Repeat business, word of mouth, and new customers from

Repeat business, word of mouth, and new

Repeat business, word of

Repeat business, word of mouth, and

Loyalty

walk-in retail sales.

customers already established as

customers of loyal gourmet or natural food

mouth, and new

customers already

new customers already established as

customers of loyal gourmet or natural

retailers.

established as customers
of loyal gourmet or natural
food retailers.

food retailers.

Brand

Unique products: Sources its own raw organic chocolate

A large variety of products made with cocoa

The simplicity of their

Distinctive packaging. "All products are

Recognition

from Peru, Dominican Republic, and Tanzania

including body care, and supplements.

products and packaging.

"Pacari Chocolate is a
family-owned company,

organic, kosher, vegan, gluten free, soy

free and non GMO, certified. There are
no refined sugars, and its made in a nut

dedicated to making the

highest quality organic
chocolate from Ecuador,"
(Pacarichocolate.com,
2012).

free facility,"
(righteouslyrawchocolate.com, 2012).

Extent of
Time in
Business

Since 2001: 12 years

Since 2006: 7 years

Since 2002: 11 years

Since 2008: 8 years

Alliances

"Brought by the Hershey Company in 2006, in 2012 they

teamed up with Rain Forest Alliance, an international
nonprofit organization that works to preserve biodiversity
and the rights and well-beings of workers, their families
and communities," (Dagobachocolate.com, 2012). They've
also "Teamed up with WorldPantry.com, a company
dedicated to using the Internet to bring the best foods of
the world to your table, and every product purchased from
the Dagoba Organic Chocolate website is backed by the
WorldPantry.com Satisfaction Guarantee,"
(Dagobachocolate.com, 2012).

None

None

None

Premise of
Business

Online and one Retail Store location.

Online Store

Online, wholesale, and through affiliate

retail store locations. Whole Foods is one of
their biggest affiliates. No address

Online, wholesale, and

through affiliate retail store
locations. Address: Julio

Online, wholesale and through affiliate

retail stores. They list their parent
company's Address:

listed.

Zaldumbide N25-24 y

Organics 1235 Activity Drive, Suite E,

Miravalle, Quito - Ecuador

Vista, CA. 92081

Phone: (877) 4 GNOSIS / (646) 688-5549,

Email: custserv@gnosischocolate.com,

USA: (305) 677-2015,

ECUADOR :

877) 97-RAWNRGY Toll-Free, (760)

Fax: (866) 527-2081

593-2-3230-270/600-1004

Fax

Address:
1192 Illinois Street, San Francisco, California
94107.
Retail Store Address: 1105 Benson
Way, Ashland, Oregon 97520.
Phone: 866-972-6879 (Toll-Free) or 415-401-0080, Fax:
415-401-0087, Email: dagobachocolate@worldpantry.com

734-1867 Local Phone, (760) 734-1576

/2529-714 Ext. 105. If you

would like to purchase
on-line for delivery in the
USA and Canada please
go to
pacarichocolates.com. For
all other information
contact
info@pacarichocolate.com

Advertising

Dagoba Chocolate webpage, newsletter, social media

such as Facebook, Twitter, & Delicious, and at their

Gnosis Chocolate webpage, newsletter,

social media such as Facebook, Twitter, &

Pacari Chocolate
webpage, social media

Righteously Raw Chocolate webpage,

newsletter, social media such as

in-store at retail location

Instagram, and packaging and/or

advertisements at their affiliates retail
locations.

such as Facebook, and

packaging and/or
advertisements at their

Facebook, Twitter, and packaging and/or

advertisements at their affiliates retail
locations.

Online, by email, mail, or by phone: Ensures a 100%

Satisfaction Guarantee: Very friendly, no sales pressure

Online, by email, or by phone:

Semi-friendly, no sales pressure

affiliates retail locations.

Customer
Service

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Online, by mail, email, or

by phone: Semi-friendly,
no sales pressure

Online, mail, or by phone: Not so

friendly, relentless sales pressure

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Competitors'
Dagoba Organic Chocolate

Gnosis Chocolate

Pacari Chocolate

Righteously Raw Chocolate

http://www.dagobachocolate.com/

http://www.gnosischocolate.com/

http://pacarichocolate.com/

http://www.righteouslyrawchocolate.com/

"Explore Pure and Exotic Chocolate. Pure Chocolate

Goodness, Exceptional Taste."(Dagobachocolate.com,

"May you enjoy every piece - and

experience Gnosis at first bite,"

"Ecuadorian organic
chocolate,"

"The way chocolate ought to be,"

(Righteouslyrawchocolate.com, 2012).

2012).

(Gnosischocolate.com, 2012)!

(Pacarichocolate.com,
2012).

They source their own cacao and are socially responsible:

High demand for product, good business relationships,

Their advertisement: High demand for

product, good business relationships,

Their sustainability: High

demand for product, good

strong brand recognition

strong brand recognition

business relationships,
strong brand recognition

Weakness

Too many alliances

No Gnosis retail stores,

product is only sold online and through

Poor positioning

Poor customer service

Growth

"Continually searches for new sourcing opportunities,"

(Dagobachocolate.com, 2012).

Looking for ways to expand their business

through the use of social media; by tracking
their orders generated by their affiliates and

They are using their profits

to contribute to their
ongoing growth and

Always looking for solutions to expand

and grow their business through the use
of their co-packaging services, and

paying 15% commission.

sustainability.

recruitment of retailers to support and

sell their products.

Positioning

Strengths

High demand for product, good business

relationships, strong brand recognition

affiliates.

Operational Analysis
Runakay Chocolate headquarters will be located at 74 E. Mineola Avenue, Valley
Stream, NY 11580. Our product will be harvested, processed and prepared for delivery
in Ecuador. Once the product reaches the United States, we will place our label on the
bars, according to the FDA label regulations. The FDA, the government agency
responsible for ensuring that foods produced, packaged and sold in the United States
are safe for consumption and properly labeled.[3]
The farmers will utilize the resources they have on their land. These resources include
the cocoa beans and fruits they grow.
Initially, Tiany Vega will travel to Ecuador to secure a contract with the farming
community leader. Tiany Vega will have a contact person she deals with who will
monitor the day-to-day operation of the farmers. She will have bi-weekly conversations
with the contact person. She will visit Ecuador at least 2-3 times a year to ensure that
production is on schedule.
We are not requiring mandatory space for the product to be produced. The farmers
who have been doing this type of work for many years will make this decision.
We will await a list of additional supplies the farmers may need. We will be supplying
the farmers with bar molds purchased from Amazon.com and packaging labels.
We will purchase dierent types of equipment and molds that are necessary for the
production of the bars, as follows:
2-1/8-Inch by 5-3/8-Inch Break-Apart Bar Chocolate Mold
Plain Bar Chocolate Mold
Cocoa Roasters
Cocoa Grinders
Coolers
Conching Machine
Other hardware and appliances
We will closely monitor the movement of our product from Ecuador to the United
States. We are aware that we will have to familiarize ourselves with freight companies,
customs brokers, and customs oicials. A sta member will always be at the port to
receive our shipments.
According to EcuadorExport.com[4], the following entities will be involved in the
shipping of our product:
1. International freight Forwarder (Agencia de Carga): Noties the importer two
days before the shipment arrives at the port of entry; and releases freight to the
terminal operator.
2. Customs broker: Obtains customs releases and other clearances at the port of
entry; and veries that the shipment is complete.
3. U.S. customs oicial: Collects duty; and veries that the shipment complies
with customs regulations.
4. Terminal operator: Contacts domestic carrier; veries that the delivery order is
accurate; and releases the goods to the domestic carrier.
5. Domestic freight carrier: Receives the shipment; and delivers shipment to the
importer.

Organizational Analysis

Executive Bios
Tiany Vega, is the Chief Executive Oicer of Runakay Chocolate. As CEO, her
main function is to act as the leader of the organization, and point employees in
the right direction of company goals. Mrs. Vega received her Bachelor of Arts
degree in Communication, from the Universidad de las Americas, Quito Ecuador,

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and her Master of Science Degree in Business Administration & Leadership, at

the City University of New York, School of Professional Studies.
Kristina Marsella, is the Chief Finance Oicer at Runakay Chocolate. As CFO,
she is responsible for controlling the nances required to distribute, promote and
market Runakay products. Ms. Marsella, received her Bachelor of Science in
Management & Marketing, from the State University of New York at New Paltz,
and her Master of Science Degree in Business Administration & Leadership, from
the City University of New York, School of Professional Studies.
Kim R. Canty, is the Business Developer at Runakay Chocolate. She promotes
and designs our product line and website. Mrs. Canty received both her Bachelor
of Arts degree in Communication & Culture, and her Master of Science degree in
Business Administration & Leadership, from the City University of New York,
School of Professional Studies.

Runakay Chocolate is a small business. The organizational structure of small

businesses tends to result in employees having multiple responsibilities. Tiany Vega
is the Chief Executive Oicer (CEO) and founder of Runakay Cholcolate as she came up
with this business idea. Her classmates, Kim Canty, Nakia Jawara and Kristina
Marsella are the co-founders of the company. The founders met while taking a Virtual
Business Enterprise course a CUNYs School of Professional Studies. Together they
formulated a business plan for Runakay Chocolate.
The founders will hold essential positions that will enable start up operations to be
successful. They will work in the business sector and are responsible for the business
functions. The main functions of the business will be the decision maker,
marketing/promotions, someone to handle the nancials and operations and an oice
manager to be our administrative support.
In order for a company to transact business, a Customs Broker License is required.
To be eligible, you must be a US citizen, over the age of 21, must pass a Customs
Broker License Examination and pay a $200 application fee. The examination is an
80-question multiple-choice and open book test. The applicant is given 4 hours to
complete the exam. Then the Customs Broker Association must approve an
application after a thorough background check. The process of obtaining a Custom
Brokers license can take up to 8-12 months.
Job responsibilities for the core positions:
CEO Tiany Vega

Effectively communicates the short term and long term objectives of the company

Clearly defines main responsibilities and expectations of each employee

Oversees daily operations

Decision Making

Travel directly to Ecuador to communicate and handle business deals with local

community farmers who will

produce our chocolate

Make arrangement for the import of chocolate to the US

Draft and sign contracts to determine how much chocolate will be made and sold and

Sets policies and systems in place to allow for the company to operate smoothly

Meet one on one with staff to direct their decision making

sent to the US

CFO Kristina Marsella

Responsible for keeping track of companies financials

Book keeper

Manage payroll

Set the budget and control finances based on available resources for the marketing and

promotion of our

chocolate

Employee benefits

Human Resources functions-recruiting and selection, training, development,

performance reviews, employee

relations

Business Developer Kim R. Canty

Design package label for chocolate

Schedule and attend international chocolate fairs and events worldwide

Research and develop marketing and advertising strategies to market the brand and

markets and determine entrance strategy for international

Analyze trends and international markets

Identify competition and opportunities

Build relationships with companies and organizations we would like to distribute our

and pop green markets, health food stores and the Parent

product in international

markets that we will target

chocolate to small mom

Teacher Association (PTA)

Oice Manager/Customs Broker

Customs Broker

Provide administrative support to CEO

Responsible for establishing office operations and systems

Manage IT services

Facilities Management

Package and distribute chocolate

When we determine additional support is necessary for running the business, we will
hire employees and identify the best candidate to ll each position. We will leverage a
persons strengths to make sure our business is as eicient as possible. We will also
clearly and openly communicate the goals of the company to make sure everyone is on
the same page. It will be important to adjust the goals frequently as the goals in the
start-up phase will surely change. When we identify that we have hiring needs, we will

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review the organizational chart and the current position responsibilities will be
changed as necessary. It is our goal to make sure that all members of the team are
satised in their role and they are placed with an appropriate supervisor that is
mutually agreed upon. As additional employees are added, we will add managerial
responsibilities to roles that have similar business functions in order to maintain
consistency.
Our ideal candidate prole will be someone who is hard working, has a history of
success and has a few years experience in the position they are being considered for.
We are also looking for individuals who are passionate about helping out the
community and the environment. In order to identify these qualities, the candidate will
ll out an application, be pre-screened, interviewed, undergo a background and
reference check.
At the time of our startup, we will have a centralized business model in the sense that
the CEO will implement the decision-making; the partners will have say in before any
nal decisions are made. We will start with a simple structure and will move to a
more decentralized model to allow for delegation of tasks and empowerment of
employees. It is our belief that we will be more eicient if we are able to set up very
structured processes for decision-making that can be made by employees that are not
at the executive or managerial level.
We will conduct business virtually and via telephone communication to start. We will
conduct sales meetings via Skype and conference calls to determine our potential
customers. To further build our relationship and in an eort to acquire business, we
will then have an in person meeting with small business owners and point person for
organizations we plan to provide our chocolate to. Our initial focus will be to break
into the New York City market before going nationwide and then worldwide.
Employment laws:
We will make sure that the farmers who we will pay to harvest our chocolate are over
the age of 15. In 2011 the Organic Intercultural Education Law was adopted. This law
was aimed to abolish child labor and to authorize a certain number of hours children
would be required to be in school. The Constitution of Ecuador set the minimum
working age at 15 and minimum age to conduct hazardous work at 18. We want to
make sure that we are abiding by the laws and acting socially responsible as to prohibit
child labor.
Business Insurance
Runakay Chocolate understands that business insurance is a necessity in protecting
the company from liabilities and losses. We will hold three types of insurance in which
are mandatory in the US; workers compensation insurance, unemployment insurance
tax and disability insurance. Workers compensation is mandatory via a commercial
carrier, self-insured bases or through state workers compensation program.
Unemployment insurance tax is a requirement and requires a company to register with
the states agency. Disability insurance is required in the states of California, Hawaii,
New Jersey, New York, Puerto Rico and Rhode Island.
We identied business insurances that will be smart for us to invest in such as general
liability insurance, product liability insurance and food liability insurance. During the
start-up phase of our business, we do not feel that professional liability insurance and
commercial property insurance are necessary. General Liability Insurance is an
optional insurance that our company will own because it delivers protection against
legal issues that could arise from accidents, injuries and negligence claims. We will
invest in product liability insurance as well because we will be distributing a product.

References
1. http://www.sba.gov/content/types-business-insurance)
2. www.investopedia.com
3. http://smallbusiness.chron.com/advantages-sole-proprietorship-business-375.html
4. http://www.statefarm.com/insurance/business/small-business-insurance.asp
5. https://www.incorporate.com/c_corporation.html
6. http://www.extension.purdue.edu/extmedia/EC/EC-729.pdf
7. www.swcollege.com/management/nelson-quick/.../nqimch15.doc
8. http://www.inc.com/articles/2002/05/24232.html
10. http://hiring.monster.com/hr/hr-best-practices/recruiting-hiring-advice/job-descriptions/marketing-and-sales-managerjob-description-sample.aspx
11. http://managementhelp.org/chiefexecutives/job-description.htm
12. http://www.dol.gov/ilab/programs/ocft/2011TDA/Ecuador.pdf
13. www.state.gov
14. http://www.minimum-wage.org/international/en/Ecuador
15. http://suite101.com/article/exotic-fruits-of-ecuador-juice-a46449

[1]http://tofudi.com/read-le/gua-cmo-exportar-a-estados-unidos-pro-ecuadorpdf-1166273/
[2] http://www.traderjoes.com/about/new-vendor-form.asp
[3] http://www.fda.gov/Food/LabelingNutrition/default.htm
[4]http://www.ecuadorexports.com/importprocedures.htm

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