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The Market
The retail coffee industry in the India has recently experienced rapid growth. LFSB wants to
establish a large regular customer base, and will therefore concentrate its business and
marketing on local residents, which will be the dominant target market. This will establish a
healthy, consistent revenue base to ensure stability of the business. In addition, tourist traffic
is expected to comprise approximately 35% of the revenues. High visibility and competitive
products and service are critical to capture this segment of the market.
Financial Considerations
LFSB expects to raise Rs.110, 000 of its own capital, and to borrow RS.100, 000 guaranteed
by the HDFC @15% as a ten-year loan. This provides the bulk of the current financing
required.
LFSB anticipates sales of about Rs.491, 000 in the first year, Rs.567, 000 in the second year,
and Rs.655, 000 in the third year of the plan. LFSB should break even by the fourth month of
its operation as it steadily increases its sales. Profits for this time period are expected to be
approximately Rs.13,000 in year 1, Rs.36,000 by year 2, and Rs.46,000 by year 3.
Company Summary
LFSB is a bakery and coffee shop managed by its partners. These partners represent sales,
management finance and administration areas. The partners will provide funding from their
own savings, which will cover start-up expenses and provide a financial cushion for the first
months of operation. A ten-year HDFC loan will cover the rest of the required financing. The
company plans to build a strong market position in the town, due to the partners' industry
experience and mild competitive climate in the area.
Products
LFSB offers a broad range of coffee and espresso products, LFSB caters to all of its
customers by providing each customer coffee and espresso products made to suit the
customer, down to the smallest detail.
The bakery provides freshly prepared bakery and pastry products at all times during business
operations. Six to eight moderate batches of bakery and pastry products are prepared during
the day to assure fresh baked goods are always available.
Larger chains vary their product mix depending upon the size of each store and its location.
Larger stores carry a broad selection of whole bean coffees in various sizes and types of
packaging, as well as an assortment of coffee- and espresso-making equipment and
accessories such as coffee grinders, coffee makers, espresso machines, coffee filters, storage
containers, travel tumblers and mugs. Smaller stores and kiosks typically sell a full line of
coffee beverages, a more limited selection of whole-bean coffees, and a few accessories such
as travel tumblers and logo mugs. During fiscal year 2000, industry retail sales mix by
product type was approximately 73% beverages, 14% food items, eight percent whole-bean
coffees, and five percent coffee-making equipment and accessories.
Technologically savvy competitors make fresh coffee and coffee-related products
conveniently available via mail order and online. Additionally, mail order
catalogs offering coffees, certain food items, and select coffee-making equipment and
accessories, have been made available by a few larger competitors. Websites offering online
stores that allow customers to browse for and purchase coffee, gifts, and other items via the
Internet have become more commonplace as well.
Sales Forecast
2001
2002
2003
Unit Sales
Espresso Drinks
Pastry Items
Other
Total Unit Sales
135,000
86,000
0
221,000
148,500
94,600
0
243,100
163,350
104,060
0
267,410
Unit Prices
Espresso Drinks
Pastry Items
Other
2001
Rs.3.00
Rs.1.00
Rs.0.00
2002
Rs.3.15
Rs.1.05
Rs.0.00
2003
Rs.3.31
Rs.1.10
Rs.0.00
Sales
Espresso Drinks
Pastry Items
Other
Total Sales
2001
Rs.0.25
Rs.0.50
Rs.0.00
2002
Rs.0.26
Rs.0.53
Rs.0.00
2003
Rs.0.28
Rs.0.55
Rs.0.00
Rs.33,750
Rs.43,000
Rs.0
Rs.76,750
Rs.38,981
Rs.49,665
Rs.0
Rs.88,646
Rs.45,023
Rs.57,363
Rs.0
Rs.102,386
Management Summary
Austin Patterson has extensive experience in sales, marketing, and management, and was vice
president of marketing with both Jansonne & Jansonne and Burper Foods. David Fields
brings experience in the area of finance and administration, including a stint as chief financial
officer with both Flaxfield Roasters and the national coffee store chain, BuzzCups.
2001
2002
Rs.100,000 Rs.105,000
Rs.40,800 Rs.42,840
Rs.120,000 Rs.126,000
Rs.0
Rs.0
10
10
2003
Rs.110,250
Rs.44,982
Rs.132,300
Rs.0
10
Total Payroll
Financial Plan
LFSB expects to raise Rs.110,000 of its own capital, and to borrow Rs.100,000 guaranteed
by the HDFC as a ten-year loan. This provides the bulk of the current financing required.
Break-even Analysis
Monthly Units Break-even
Monthly Revenue Break-even
17,255
Rs.38,336
Assumptions:
Average Per-Unit Revenue
Rs.2.22
Average Per-Unit Variable Cost Rs.0.35
Estimated Monthly Fixed Cost Rs.32,343
2001
Rs.491,000
Rs.76,750
Rs.0
Rs.76,750
2002
Rs.567,105
Rs.88,646
Rs.0
Rs.88,646
2003
Rs.655,006
Rs.102,386
Rs.0
Rs.102,386
Gross Margin
Gross Margin %
Rs.414,250
84.37%
Rs.478,459
84.37%
rs552,620
84.37%
Rs.260,800
Rs.273,840
Rs.287,532
Rs.27,000
Rs.35,200
Rs.71,460
Rs.60,000
Rs.1,200
Rs.69,000
Rs.1,260
Rs.79,350
Rs.1,323
Expenses
Payroll
Sales and Marketing and Other
Expenses
Depreciation
Utilities
Payroll Taxes
Other
Rs.39,120
Rs.0
Rs.41,076
Rs.0
Rs.43,130
Rs.0
Rs.388,120
Rs.420,376
Rs.482,795
Rs.26,130
Rs.86,130
Rs.10,000
Rs.3,111
Rs.58,083
Rs.127,083
Rs.9,500
Rs.12,146
Rs.69,825
Rs.149,175
Rs.8,250
Rs.15,650
Net Profit
Net Profit/Sales
Rs.13,019
2.65%
Rs.36,437
6.43%
Rs.45,925
7.01%
2002
2003
Rs.491,000
Rs.491,000
Rs.567,105
Rs.567,105
Rs.655,006
Rs.655,006
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Rs.0
Cash Received
Rs.0
Rs.0
Rs.491,000
Rs.0
Rs.0
Rs.567,105
Rs.0
Rs.0
Rs.655,006
Expenditures
2001
2002
2003
Rs.260,800
Rs.143,607
Rs.404,407
Rs.273,840
Rs.186,964
Rs.460,804
Rs.287,532
Rs.237,731
Rs.525,263
Rs.0
Rs.0
Rs.0
Rs.10,000
Rs.0
Rs.20,000
Rs.0
Rs.490,804
Rs.0
Rs.0
Rs.0
Rs.15,000
Rs.0
Rs.20,000
Rs.0
Rs.560,263
Rs.76,301
Rs.232,894
Rs.94,744
Rs.327,637
Rs.86,593
Rs.156,593
2002
2003
Assets
Current Assets
Cash
Other Current Assets
Total Current Assets
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
Rs.65,000
Rs.60,000
Rs.5,000
Rs.173,593
Rs.85,000
Rs.129,000
(Rs.44,000)
Rs.200,894
Rs.105,000
Rs.208,350
(Rs.103,350)
Rs.236,287
2001
2002
2003
Current Liabilities
Accounts Payable
Current Borrowing
Rs.14,574
Rs.0
Rs.15,438
Rs.0
Rs.19,907
Rs.0
Rs.0
Rs.14,574
Rs.0
Rs.15,438
Rs.0
Rs.19,907
Long-term Liabilities
Total Liabilities
Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital
Rs.110,000
(Rs.64,000)
Rs.13,019
Rs.59,019
Rs.173,593
Rs.110,000
(Rs.50,981)
Rs.36,437
Rs.95,456
Rs.200,894
Rs.110,000
(Rs.14,544)
Rs.45,925
Rs.141,381
Rs.236,287
Net Worth
Rs.59,019
Rs.95,456
Rs.141,381
2002
2003
Sales Growth
0.00%
15.50%
15.50%
Industry
Profile
7.60%
6.91%
97.12%
2.88%
100.00%
5.97%
121.90%
-21.90%
100.00%
5.08%
143.74%
-43.74%
100.00%
35.60%
43.70%
56.30%
100.00%
Current Liabilities
Long-term Liabilities
Total Liabilities
Net Worth
8.40%
57.61%
66.00%
34.00%
7.68%
44.80%
52.48%
47.52%
8.42%
31.74%
40.17%
59.83%
32.70%
28.50%
61.20%
38.80%
100.00%
84.37%
100.00%
84.37%
100.00%
84.37%
100.00%
60.50%
74.74%
71.43%
71.39%
39.80%
0.49%
5.32%
1.76%
10.24%
6.87%
10.66%
3.20%
0.70%
11.57
11.57
66.00%
15.86
15.86
52.48%
17.06
17.06
40.17%
0.98
0.65
61.20%
Percent of Sales
Sales
Gross Margin
Selling, General & Administrative
Expenses
Advertising Expenses
Profit Before Interest and Taxes
Main Ratios
Current
Quick
Total Debt to Total Assets
27.33%
9.29%
50.90%
24.18%
43.55%
26.06%
1.70%
4.30%
Additional Ratios
Net Profit Margin
Return on Equity
2001
2.65%
22.06%
2002
6.43%
38.17%
2003
7.01%
32.48%
n.a
n.a
Activity Ratios
Accounts Payable Turnover
Payment Days
Total Asset Turnover
10.79
27
2.83
12.17
29
2.82
12.17
27
2.77
n.a
n.a
n.a
Debt Ratios
Debt to Net Worth
Current Liab. to Liab.
1.94
0.13
1.10
0.15
0.67
0.21
n.a
n.a
Liquidity Ratios
Net Working Capital
Interest Coverage
n.a
n.a
Additional Ratios
Assets to Sales
Current Debt/Total Assets
Acid Test
Sales/Net Worth
Dividend Payout
0.35
8%
11.57
8.32
0.00
0.35
8%
15.86
5.94
0.00
n.a
n.a
n.a
n.a
n.a
May Jun
Jul
0.36
8%
17.06
4.63
0.00
Appendix
Sales Forecast
Jan
Unit
Sales
Espr
esso
0% 5,000
Drin
ks
Pastr
y
0% 2,000
Item
s
Othe
0% 0
r
Total
Unit
7,000
Sales
Unit
Jan
Feb
Mar
Apr
Aug
Sep
Oct
Nov
Dec
7,500
10,00 12,50 12,50 12,50 12,50 12,50 12,50 12,50 12,50 12,50
0
0
0
0
0
0
0
0
0
0
3,000 6,000 8,333 8,333 8,333 8,333 8,333 8,333 8,333 8,333 8,333
10,50 16,00 20,83 20,83 20,83 20,83 20,83 20,83 20,83 20,83 20,83
0
0
3
3
3
3
3
3
3
3
3
Feb
Mar
Apr
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
Price
s
Espr
esso
Drin
ks
Pastr
y
Item
s
Othe
r
Sales
Espr
esso
Drin
ks
Pastr
y
Item
s
Othe
r
Total
Sales
Dire
ct
Unit
Cost
s
Espr
esso
Drin
ks
Pastr
y
Item
s
Othe
r
Dire
ct
Cost
of
Sales
Espr
Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3. Rs.3.
00
00
00
00
00
00
00
00
00
00
00
00
Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1. Rs.1.
00
00
00
00
00
00
00
00
00
00
00
00
Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0.
00
00
00
00
00
00
00
00
00
00
00
00
Rs.15 Rs.22 Rs.30 Rs.37 Rs.37 Rs.37 Rs.37 Rs.37 Rs.37 Rs.37 Rs.37 Rs.37
,000 ,500 ,000 ,500 ,500 ,500 ,500 ,500 ,500 ,500 ,500 ,500
Rs.2, Rs.3, Rs.6, Rs.8, Rs.8, Rs.8, Rs.8, Rs.8, Rs.8, Rs.8, Rs.8, Rs.8,
000 000 000 333 333 333 333 333 333 333 333 333
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.17 Rs.25 Rs.36 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45
,000 ,500 ,000 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833
Jan
Feb
Mar
Apr
May Jun
Jul
Aug
Sep
Oct
Nov
Dec
0.00 Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0.
% 25
25
25
25
25
25
25
25
25
25
25
25
0.00 Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0.
% 50
50
50
50
50
50
50
50
50
50
50
50
0.00 Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0. Rs.0.
% 00
00
00
00
00
00
00
00
00
00
00
00
Rs.1, Rs.1, Rs.2, Rs.3, Rs.3, Rs.3, Rs.3, Rs.3, Rs.3, Rs.3, Rs.3, Rs.3,
esso
250
Drin
ks
Pastr
y
Rs.1,
Item
000
s
Othe
Rs.0
r
Subt
otal
Dire
Rs.2,
ct
250
Cost
of
Sales
Personnel Plan
Jan
Mana 0 Rs.8,
gers % 333
Pastry
0 Rs.3,
Baker
% 400
s
Barist 0 Rs.10
as
% ,000
0
Other
Rs.0
%
Total
Peopl
10
e
Total
Payrol
l
875
500
125
125
125
125
125
125
125
125
125
Rs.1, Rs.3, Rs.4, Rs.4, Rs.4, Rs.4, Rs.4, Rs.4, Rs.4, Rs.4, Rs.4,
500 000 167 167 167 167 167 167 167 167 167
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.3, Rs.5, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7,
375 500 292 292 292 292 292 292 292 292 292
10
10
10
10
10
10
10
10
10
10
Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21,
,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 733
General Assumptions
Jan Feb
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Plan
Mo
1
2
3
4
5
6
7
8
9
10
11
12
nth
Cur
rent
Inte
10.0 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00
10.00%
rest
0% %
%
%
%
%
%
%
%
%
%
Rat
e
Lon
10.0 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00
10.00%
g0% %
%
%
%
%
%
%
%
%
%
ter
m
Inte
rest
Rat
e
Tax
30.0 25.00 25.00
Rat
0% %
%
e
Oth
0
0
0
er
Pro Forma Profit and Loss
Jan
Feb
Rs.17, Rs.25,
Sales
000
500
Direct
Rs.2,2 Rs.3,3
Cost of
50
75
Sales
Other
Rs.0 Rs.0
Total
Rs.2,2 Rs.3,3
Cost of
50
75
Sales
Gross
Margin
Gross
Margin
%
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Rs.36 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.4
,000 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833 5,833
Rs.5, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7,
500 292 292 292 292 292 292 292 292 292
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.5, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7, Rs.7,
500 292 292 292 292 292 292 292 292 292
Rs.14, Rs.22, Rs.30 Rs.38 Rs.38 Rs.38 Rs.38 Rs.38 Rs.38 Rs.38 Rs.38 Rs.3
750
125
,500 ,542 ,542 ,542 ,542 ,542 ,542 ,542 ,542 8,542
86.76 86.76 84.72 84.09 84.09 84.09 84.09 84.09 84.09 84.09 84.09 84.09
%
%
%
%
%
%
%
%
%
%
%
%
Expens
es
Payroll
Rs.21, Rs.21, Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.2
733
733
,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 1,733
Sales
and
Marketi
Rs.2,2
ng and
50
Other
Expens
es
Depreci 15 Rs.5,0
ation % 00
Rs.10
Utilities 5%
0
Payroll 15 Rs.3,2
Taxes % 60
Other
Rs.0
Rs.2,2 Rs.2, Rs.2, Rs.2, Rs.2, Rs.2, Rs.2, Rs.2, Rs.2, Rs.2, Rs.2,
50
250 250 250 250 250 250 250 250 250 250
Rs.5,0
00
Rs.10
0
Rs.3,2
60
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.10
0
Rs.3,
260
Rs.0
Rs.5,
000
Rs.1
00
Rs.3,
260
Rs.0
Total
Operati
ng
Expens
es
Profit
Before
Interest
and
Taxes
EBITD
A
Interest
Expens
e
Taxes
Incurre
d
Net
Profit
Net
Profit/S
ales
Rs.32, Rs.32, Rs.32 Rs.32 Rs.32 Rs.32 Rs.32 Rs.32 Rs.32 Rs.32 Rs.32 Rs.3
343
343
,343 ,343 ,343 ,343 ,343 ,343 ,343 ,343 ,343 2,343
(Rs.17 (Rs.10 (Rs.1, Rs.6, Rs.6, Rs.6, Rs.6, Rs.6, Rs.6, Rs.6, Rs.6, Rs.6,
,593) ,218) 843) 198 198 198 198 198 198 198 198 198
(Rs.12 (Rs.5, Rs.3, Rs.11 Rs.11 Rs.11 Rs.11 Rs.11 Rs.11 Rs.11 Rs.11 Rs.1
,593) 218) 157 ,198 ,198 ,198 ,198 ,198 ,198 ,198 ,198 1,198
Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.83 Rs.8
3
3
3
3
3
3
3
3
3
3
3
33
(Rs.5, (Rs.2, (Rs.6 Rs.1, Rs.1, Rs.1, Rs.1, Rs.1, Rs.1, Rs.1, Rs.1, Rs.1,
528) 763) 69) 341 341 341 341 341 341 341 341 341
(Rs.12
,899)
75.87
%
(Rs.8,
289)
32.50
%
(Rs.2,
007)
5.58
%
Mar
Apr
May Jun
Jul
Aug Sep
Oct
Nov Dec
Rs.17 Rs.25 Rs.36 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45,
,000 ,500 ,000 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833 833
Rs.17 Rs.25 Rs.36 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45,
,000 ,500 ,000 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833 833
Additio
nal
Cash
Receive
d
Sales 0.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Tax,
0%
VAT,
HST/G
ST
Receive
d
New
Current
Borrow
ing
New
Other
Liabiliti
es
(interes
t-free)
New
Longterm
Liabiliti
es
Sales of
Other
Current
Assets
Sales of
Longterm
Assets
New
Investm
ent
Receive
d
Subtota
l Cash
Receive
d
Expend
itures
Expend
itures
from
Operati
ons
Cash
Spendi
ng
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0 Rs.0
Rs.17 Rs.25 Rs.36 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45 Rs.45,
,000 ,500 ,000 ,833 ,833 ,833 ,833 ,833 ,833 ,833 ,833 833
Jan
Feb
Mar
Apr
May Jun
Jul
Aug Sep
Oct
Nov Dec
Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21 Rs.21,
,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 ,733 733
Bill
Paymen
ts
Subtota
l Spent
on
Operati
ons
Additio
nal
Cash
Spent
Sales
Tax,
VAT,
HST/G
ST Paid
Out
Princip
al
Repay
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