RAMZ D-CAF

Business Plan

Presented By:

Rahatullah Khan

Aehtesham Bhutta
Muzamil Hafeez
Zeenat Shams

National University of Modern languages

(Management Sciences Department)

RAMZ D-CAFS LOGO

INTRODUCTION
Company with its product and services.
Detailed view of product offerings.
Market Research And Analysis.
Business Model

Corporate

Plan

Mission
Goals
Objective
Manufacturing

and operation plans

Management Team
Employment policies
Future plans

COMPANY WITH ITS PRODUCT AND SERVICES

The Industry:

The coffee market and its various elements are what drive the coffee industry. Within the
Market portion of the coffeeresearch.org site you will find information and statistics on coffee
consumption, exportation, importation, and explanations of the world coffee market.

Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous
decrease in spending power.

The major hot drinks players have built extensive distribution networks and these, coupled with
the use of effective supply chain management, have allowed them to create a presence in most
suburbs.

Consumer price sensitivity in Pakistan is expected to hamper coffees performance during the
forecast period. However, given that tea consumption in Pakistan is among the highest in the
world, any slowdown in coffee volume sales is unlikely to have long-term consequences for
hot drinks, with consumption expected to pick up as consumer spending power increases.

COMPANY AND THE CONCEPT

RAMZ de-Cafe is a first ever hot and cold beverages shop with a unique touch of traditional
Pakistani truck art culture.

It is solely profit oriented organization with a theme of providing excellent taste, magnificent
services in accordance with traditional truck art culture.

We are here with worlds most popular coffee flavors and continental cold beverages in affordable
price.

Concept behind this is that we have a unique place where we provide a variety of coffees which are
not available anywhere in Pakistan. Main emphasis is on the quality of variety of items.

WHY TRUCK ART THEME?

Pakistani truck art is worlds most unique and colorful. Painting a truck, rickshaw or bus can have
many purposes. Some do it to attract customers, while others do it to keep up with the khans.

It is surprising to see fleet owners (the trucks arent owner-operated) spend $3,000-$5,000 per
truck for structural modifications.

That convert these gas-guzzling, smoke-spewing, road-dominating monstrosities into beautiful

moving canvases covered in poetry, folk tales, and religious, sentimental and emotional
worldviews.

It is getting popular in western world in every passing day and many foreigners get their vehicles
painted by truck art craftsmen and have taken these vehicles to UK, Germany, USA and many other
western countries.

DETAILED VIEW OF PRODUCT OFFERINGS

COFFEES

RAMZ Irish Cream:

Irish Cream Coffee takes three of the best things

(Coffee, Cream, just a touch of coffee) and puts them all
together. How can we get better than that?

RAMZ Caramel: The wonderful taste of caramel in

your pot of coffee.

RAMZ French Vanilla:

French Vanilla is basically a generic term referring to just

about anything that has a strong vanilla aroma and contains
grains of vanilla.

DETAILED VIEW CONTD

RAMZ Hazelnut:

Hazelnut coffee is the most popular flavored coffee in the world.!

There isn't a flavor combination left that we haven't thought of, so
whether you like the buttery nut flavor of Hazelnut all on it's own,
or you like it with a dash of cinnamon spice or with
chocolate Irish cream, we've got you covered!

RAMZ Chocolate:

Chocolate Coffee is your source for chocolates and flavored coffee

drinks. It can help you find a variety of Chocolate Coffees, ranging
from dark chocolate to white chocolate.

RAMZ Coconut Cream:

Immerse yourself in the sweetness and smoothness of

coconut cream flavored coffee.

DETAILED VIEW CONTD

RAMZ Dark Roast:

Darker roasts have a fuller flavor. Beans that have been

over-roasted will take on a burned, smoky or charcoal flavor.

RAMZ Chocolate Truffle:

This is a quick-fix coffee drink for any chocolate lover and, in my

humble opinion, a bit better than your average mocha.

RAMZ Black Coffee:

Black coffee is coffee served

without cream or milk.
We provided great taste of
coffee.

DETAILED VIEW CONTD

RAMZ Cappuccino:
A cappuccino coffee is a coffee drink made with espresso and
steamed milk. The cappuccino is actually one of the most difficult
drinks to make right.

TEAS

RAMZ Black Tea:

Black teas get their characteristic flavor and color from a

natural oxidation process, which follows initial drying
and rolling of the leaves

RAMZ Green Tea:

Green tea is made from un-oxidized leaves which

Are simply heated after picking to destroy the
enzymes that cause oxidation.

coffee

DETAILED VIEW CONTD

RAMZ Oolong Teas:
Oolong, meaning Black Dragon, is usually from China and
Taiwan (often called Formosa, its Old Portuguese name). It is a
semi-fermented tea, a cross between green and black teas.

RAMZ Kashmiri Tea:

Powdered almonds make this chai a little bit nutty, and you can
really taste the cinnamon and cardamom as well.

RAMZ Ginger Tea:

On a cold, wintry day there is nothing like a
steaming, aroma-filled cup of ginger tea to warm
awaken your senses.

you up and

DETAILED VIEW CONTD

RAMZ Masala Tea:

An Indian tea called masala tea of great taste is also available.

People who like spices really like this tea.

DRINKS

The White Russian:

Don't let the name scare you... this drink is surprisingly tasty and will
leave you craving more.

Blue Hawaiian:
There is something to be said for a tropical beverage.. It's refreshing,
it's pleasing to the eye, it's absolutely delicious, pineapple juice,
cream of coconut, a cherry and slice of pineapple

DETAILED VIEW CONTD

Tequila Sunrise:
Now picture yourself on vacation on a Mexican beach. You
should have a drink in hand. The Tequila Sunrise is the
drink for
you. It is a perfect blend of tangy orange and
sweet cherry flavor for
any occasion.

Long Island Ice Tea:

It's time to try a little stronger beverage.. It's time for a highball
known as the Long Island Ice Tea.

Bloody Mary:

The Bloody Mary is the perfect drink for you. The

perfect spicy tomato flavor will cure any hangover and
get you ready for round two.

DETAILED VIEW CONTD

SHAKES

Mango shake:

Mango shake is one of the most popular shake around the world
made of mango pulp blending it with milk and sugar.

Banana shake:

Banana shake is also available. It is the blending of banana with milk

and sugar make it very tasty.
Pina colada:

Strawberry shake:
A great taste of strawberry is also
available. Strawberry shakes with
different tastes and items are popular among childrens especially.

DETAILED VIEW CONTD

SHEESHA

Flavors:

Strawberry
Apple
Double Apple
Orange
Winter Fresh
Blue mist
Chocolate mint
Star Buzz.

MARKET RESEARCH AND ANALYSIS

Market size:

The overall market size of RAMZ is around 90000 of sector G6,G7, F8 and F6 and about 50000
working people in BLUE AREA which makes it a sizeable market for RAMZ.

The worldwide consumption of tea and coffee is increasing due to fast population growth
rate and the coffee shop industry is growing at fast rate due to the trendy behavior of
people.

Coffee shops make up the FASTEST GROWING part of the restaurant business,
checking in with a 7% annual growth rate!

World coffee production is estimated at 110 - 120 million bags per year

14 billion espresso coffees are consumed each year in Italy, reaching over 200,000
coffee bars, and still growing!

MARKET RESEARCH AND ANALYSIS

Market Trends:
Price Increases Fail to Affect Sales:

Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous decrease in
spending power. This increase in prices was mainly due to a rise in raw material and commodity
costs and, in particular, in milk and sugar prices.

Health Trend Comes to the Fore:

Consumer awareness of green tea and fruit/herbal tea has also been created, driven by major brands
marketing strategies, but it will take more time to educate people about their healthy effects and
benefits, especially as black tea consumed with milk is almost regarded as a national drink in
Pakistan.

Hot Drinks Features Domestic and Global Players:

Nestl SA dominated value and volume sales of coffee in 2009, while Tapal Tea (Pvt) Ltd led tea, with
Unilever Pakistan Ltd in second place.

Distribution Reaches Suburbs:

The major hot drinks players have built extensive distribution networks and these, coupled with the
use of effective supply chain management, have allowed them to create a presence in most
suburbs.

MARKET RESEARCH AND ANALYSIS

Target Market

Geographic Segmentation

Geographically, cafe RAMZ will be confined with selected sectors of Islamabad city that includes
Sector G 6, G 7, F 8 and F 6 and Blue Area. Reasons for targeting these sectors include their large
distance from other coffee shops and nearness to the corporate people.

Demographic Segmentation

Demographically cafe RAMZ will be targeting corporate and business people, families and to some
extent the students and most of all the foreigners as RAMZ will be of great attraction for the
tourist depicting Pakistan truck art which is popular all over the world.

Competition and competitive edge

RAMZ is in direct competition with Gloria jeans, moccoa coffee and espresso lounge and indirect
competitors are Nescafe and local and international brands of tea and coffee.

Estimated Market Share and Sales

BUSINESS MODEL

Vision:

To be the trend setters in market in accordance with high quality products with the essence of true
Pakistani truck art culture.

Mission:

RAMZ has the mission to provide famous hot and cold beverages in economical rates with the
reflection of Pakistani traditional culture.

Goals

To promote the Pakistani culture especially Pakistani truck art culture

To provide worlds famous coffees and beverages in economical rates

To Provide best services and high quality of products

Objective

To produce high quality product and services to satisfy the customer wants and needs

To maximize the market share

Earn maximum profit

To capture the market of corporate sector of blue area especially.

REGULATORY AND LEGAL ISSUES

Trade mark:
The trade mark of RAMZ de-Cafe is properly registered.

Sole proprietorship:

RAMZ de-Cafe is a sole proprietorship business owned by the co-owners named Rahat,
Aehtesham, Muzamil & Zeenat,. The are doing Masters in Business Administration with
specialization in Finance, HR & marketing. Our strengths includes business strategy
making, developing control systems, good at networking.

Geographical location:

RAMZ de-Cafe will

be situated in
marina hotel
basement, blue area,
Islamabad

REGULATORY AND LEGAL ISSUES

Supply chain :

Purchasing material from market:

We purchase all the raw material in bulk quantity from the metro and super market on quarterly basis.

Processing at RAMZ de-Caf:

Second step is the processing or making of orders by our expert chef maintaining the quality and taste. Our
chef is expert in developing a great taste and a variety of coffees and beverages.

Serving to the customers

Third step is the serving in which our waiters serve to the customers.

RAMZ de-Cafe business will operate on cash basis.

MANUFACTURING PLAN

Production process:

Our production process is actually the processing steps involved in the preparation of coffees, drinks
and teas by our expert chef upon the orders placed by our customers. Fresh juices will be available
as per the seasonal changes. All famous coffees are available and prepared hygienically and
efficiently.

Machinery layout

Coffee Maker:

We have 2 coffee makers which are automatic because Investing in a coffee maker is an important
decision and wants to save you the time of our worthy customers.

Baking oven:

A baking oven includes a housing having a baking chamber formed with a

lateral opening, the housing having a top formed with a plurality of
ventilation holes, a smoke filter mounted within the housing.

MANUFACTURING PLAN
Machinery layout

Food factory:

These juicers are engineered to cope with a large output and a bigger
demand than the average household juicer and as such will cope with high
output without having its life span being cut short. All parts are
manufactured to be extremely hardwearing so that you can rely on your
juicer to keep going, no matter what demands you make of it

Tea maker:
In order to guarantee professional
results,
the filter, filter holder and
boiler distribution unit have
been
designed for professional use and can
only be used with pods.

OPERATIONS PLAN
Management Team:

OPERATIONS PLAN
Management Compensation:

EMPLOYMENT POLICIES & OTHER

AGREEMENTS AND BONUS PLANS:

Increments: The Staff members will be given a decent increment after every one year, considering
inflation. The employees who will show excellent performance will be rewarded with midyear increments.

Bonus Pool: At the end of each fiscal year, the CEO of RAMZ will review its financial performance for
the year and set aside a pool of funds to be used for distributing staff bonuses.

Eligibility: All full-time employed staff members of the firm who have at least one full year of continuous
employment with the firm are eligible for consideration for a bonus.

Award Categories: Three performance bonuses, in amounts established by the firm, will be awarded to
the three eligible staff members demonstrating, in the firm's view, the best overall performance for the
year.

Qualifications: following factors will be considered,

Attitude

Teamwork

Loyalty

Productivity

Self-Motivation

Skills (speed, accuracy, organization)

Professionalism

Interpersonal Skills

Self-Improvement over previous year

Other Facilities: The employees will be given by 50% discount on the food items in the cafe.

POTENTIAL ENTRANTS:

Substitutes:

Substitutes are easily available. The direct competitors are Gloria jeans, moccoa coffee and Espresso
lounge, Rivalry among substitutes is normal as none of them are offering home delivery service.

Pricing Strategy

Cafe RAMZ will be operating on premium pricing. As the people of Islamabad are status conscious
and they are ready to pay high for a quality product.

Sales Tactics:
Here are mainly three tactics which Cafe RAMZ will follow:
Product tactics
Price tactics
Service oriented tactics
Taste oriented tactics

Services:
RAMZ de-Cafe will provide quality service.
RAMZ de-Cafe will provide car parking for its customers.
Comfortable atmosphere.
WI-FI service.
Promotions and Advertising

PROMOTIONAL ACTIVITIES
The survey had shown that people of the Blue area in particular are interested in such coffee bar as
RAMZ de-Cafe for entertainment and relaxing purposes with a good and friendly environment
with a touch of their cultural heritage after their hectic routine.

Awareness Campaign

Company Launch Campaign

Advertising:
Public relation
Personal selling
Direct marketing
Sales Promotion.

Above The Line Advertising Media

CRITICAL RISK FACTORS

Management Risks:
Retaining of managerial staff for long term
Management involved too much in day to day activities and Strategic Decision and long term
planning may suffer
Poor coordination between chefs and waiters
In house rivalry between the staff.
Marketing Risks:
Customer may not respond as expected
Lack of promotional budget
Emergence of potential competitors

Operating Risks:
Maintaining quality of products.
Serving the beverages in time to the customers.

Financial Risks:
Entrepreneur lacks investment
Recession in economy
Unanticipated expenses
Increasing prices of material used in our products

FUTURE PLANS

Expansion strategy:
In future we will expand our product line, such as burgers, steaks, and Italian cuisine.
In future plan we will open our caf in various big cities of Pakistan including Lahore,
Karachi & Peshawar.

Contingency plan
If the theme of RAMZ de-Cafe will not be successful then we will move towards the
traditional desi food items.

-THE END-

THANK YOU!