Easy pizza. An entrepreneurial project for frozen pizza

Abstract

This thesis aims to provide the reader with an overview of the Easy Pizza entrepreneurial project, a start-up that produces frozen pizza both for direct sales to the consumer and for the sale to large-scale distribution. The document is composed first of all of a series of analysis, including the customer, industry and competition analyses, which are carried out through both conventional and lean start-up approaches. Two linear regression models are also offered as part of the analyses, one to forecast the customers’ willingness to pay for the product offered and the other to predict the amount of net profit generated by the company. The first model is based on information derived from the analysis of a customer questionnaire I developed, while the second is based on the balance sheet data of competitor companies obtained through the AIDA (Analisi Informatizzata Delle Aziende Italiane) database. The business proposal for Easy Pizza is then described, along with the company’s vision, mission and core values. Following that, the reader will be presented with the company’s marketing mix and forecasted budget. The existence of the so-called Problem-Solution Fit between the previously developed customer profile and the Easy Pizza value proposition will then be demonstrated and finally, the attractiveness and risks of the Easy Pizza business project will be highlighted.