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Casa del Sol

Casa del
Sol

“Paso Robles, A Wine Tasting Haven”

Yadira Macias
Cesar Cortez
Casa del Sol
Opportunity Knocks
Casa del Sol Humble Beginnings
• Wine grape vines
introduced in 1797 by
Franciscan Missionaries.
• York Mountain Winery
est. 1882.
• 1920s saw a flurry of
winemaking activity.
• late 1960s and early
1970s saw a new
generation of vineyard
pioneer.
Casa del Sol Today
• 1990s
– consistent gold medal
winners.
– top rankings of national
and international wine
reviews.
– Justin Vineyards &
Winery’s Bordeaux-style
Isosceles named one of
the top 10 wines in the
world.
• 2000
– bonded wineries more
than tripled from 50 to
170.
– influx of boutique and
small family-owned
vineyards and wineries.
Casa del Sol El Paso de los Robles
Growing wine region in California

• Between San Francisco and


Los Angeles along
California’s Central Coast.
• 24 square mile territory.
• more than 26,000 vineyard
acres.
• nearly 170 wineries.
• Distinct microclimates.
• Wineries range from one
man operations to large
fully integrated facilities.
• There is little or no
distribution outside the
area and sometimes even
within.
Casa del Sol
A Wine Tasting
Haven
• Provide a unique
experience of Paso
Robles wines in a
centralized location.
• Capture a portion of
the Paso Robles wine
tourist market.
• Sales and
distribution of local
wines.
(internet/club)
Casa del Sol The Opportunity
• Apperson
Schoolhouse
– Zin Alley.
– 5 acres of vineyards
on a 10 acre property.
– Historically
preserved (tax
incentives) .
– Accessible to all.
Casa del Sol Size and Trends of
the Market.
Three main trends
driving consumption:

• Health Consciousness,
Wine has benefited
from growing evidence
that states that
moderate wine
consumption can have
beneficial effects.
•Trading Up, Higher
incomes have lead many
to seek out affordable,
everyday luxuries.
•Eagerness for new
products.
Share
Casa del Sol of the beverage
industry.

California Paso Robles

Wine Industry $ 51.8 Billion $ 1.8 Billion


449 Million Gallons 15.60 Million Gallons

Tourism 19.7 million tourists 6.1 million tourists


$ 2 Billion ( San Luis Obispo )
Casa del Sol Customer Needs and
Profile
• Wine enthusiasts tend to
be:
– Married.
– Homeowners.
– 25 to 64 years old.
– Incomes over $50,000
– Enjoy “Good Life” activities.
– Place emphasis on their
health.
– Interest in real state
investment.
– Involved in current
affairs/politics than average
U.S. household.
Casa del Sol

Mission Statement
• To create a great wine tasting
experience, that embodies the various
wines of the Paso Robles region in a
central location, while promoting
tourism and wine education, in a warm
and friendly atmosphere… through the
efforts a highly trained and motivated
team
Casa del SolCompetitive Advantage

Variety

Atmosphere Experience
“Casa del Sol”

Wine Club On-line


Experience Consumer
Education
Casa del Sol Strategy Canvas

– Casa del Sol will


differentiate by
decreasing the
prestige, increasing
its variety and adding
the importance of
atmosphere and
information.
Casa del Sol

MANAGEMENT TEAM

• Dennis Ing CEO.


• John Box VP of Operations.
• Tasting room staff
Casa del Sol C.E.O.

• B.S. Engineering University of


Illinois.
• MBA from DePaul University
(Finance and General
Management).
• In Chicago he developed an
appreciation for gourmet foods
and wine pairings.
• Eventually, his career took him
to the California Coast,
providing him with opportunity
to taste its great wines.
Dennis Ing CEO
Casa del Sol
V.P. of Operations

• John grew up San Joaquin


Valley.
• Was involved in all aspects of
farming during his youth.
• Investor in a family owned
farming operation that involved
the growing, packing, and selling
of cantaloupes.
• Accounting and finance after
graduating from Santa Clara
University in 1973.
• Travels in Europe and Australia,
sampled some of the great wines
of the world.
• His love for fine wines coupled John Box VP of Operations
with his background in
agriculture made for a perfect
fit.
Casa del Sol Milestones
2008 2009 2010 2010
PROJECT GANTT CHART Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

START UP
Remodelation
Hiring Personal
Initial Deals with Local
wineries
Getting our Inventory

STAFF TRAINNING ( DEVELOPMENT )


Corporate Culture
Wine Culture
Friendliness

PRE-OPENING ( DEVELOPMENT )
Invitations
Participation Social Events

GRAND-OPENING ( PRODUCE )
Openning
Establish Long Term Clients

DISTRIBUTION ( EXPANSION )
Direct Distribution
Wine Club
On line Sales
Social Events

SPONSORSHIPS ( MARKETING )
Golf Events
Cultural Events

FINANCE
BREAK EVEN
EXPANSION
Casa del Sol Financial Summary

FINANCIAL Year 1 Year 3 Year 5


SUMMARY
Total $1,531,440 $1,624,705 $1,723,649
Revenues
Gross Profit $669,574 $710,351 $753,612

Profit 15.07% 16.39% 17.64%


Margin%
Casa del Sol
Conclusion

• Opportunity • Startup Costs


– Great History – $300,000 for
– Amazing location property staging
– Paso Robles is – $600,000 for 2
growing into it own Quarters of
– Consumption of wine operating costs
continues to grow in – Breakeven Expected
the US (variety) in the second quarter
– Unique value
– Skilled Management
Casa del Sol

Casa del
Sol

THANK YOU

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