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es`Prezzo
its more beyond
coffee ..
Executive
summary..
My mission is to provide a friendly , comfortable
atmosphere where the customers can receive quality food,
drinks and service at a reasonable price.
My caf will offer a variety choices to the customers.
Cappuccinos, lattes, espressos, smoothies, regular coffee,
soft drinks and tea of all sorts will be available.
The caf will also serve deli-style breakfast sandwiches
with the freshest ingredients, muffins, croissants,
cinnamon, rolls, coffee cake and other tasty treats.
Esprezzo will be open from 8:00 am to 8:00 pm for week
days and in weekends it will be open till 9:00 pm.
Why coffee
shop ???
Year
QUANTIT
Y
12000
10000
9622
8000
6000
14.4450 kg
5778
4000
2000
0
23450
kg
938
2009
3500
kg
66,700 kg
2668
1400
2010
2011
2012
2013
YEA
coffee
bags in thousands ( 1 bag = 25 kg coffee)
R
Information source =
international coffee
organization
YearQUANTI
wise coffee consumption in Bhubaneswar - Odisa.
TY
600
12,850 kg
500
514
400
5,600 kg
300
200
75 kg
600 kg
3,025 kg
100
0
3
YEA 2009
R
224
121
24
2010
2011
2012
2013
Rasulgarh
12%
10%
30%
48%
Sahee
dnaga
r
NO. OF OUTLETS
patia
125
rasulgarh
32
saheednagar
77
delta square
25
Pati
a
Esprezzos STP.
Segment
People
looking to
go to have
a coffee and
snacks at a
hangout
place
Target
group
Youth in
the
middle
and
higher
income
groups
Positioning
Indias
favourite
coffee shop,
for the
young and
the young
at heart
Target
market.
Why Patia???
Initially as we have a low budget
Country
INDIA
State
ODISHA
District
KHORDA,
BHUBNESWAR
Selected
location.
PATIA
Esprezzos SWOT
ANALYSIS.
STRENGTH
RESONABLE
PRICE.
WIDE VARIETY
OF COFFEE
AND DRINKS.
COFFEE ART.
AT HOME
FEELING.
GAMES LIKE
BILLIARDS
AND
BOWLING.
WEAKNESS
OPPURTUNITY
JOB
NO INITIAL
OPPORTUNIT
REPUTATION.
IES.
TURN DOWN
RISING
IN THE
DEMAND FOR
ECONOMY.
RECREATION
AL CENTERS.
START-UP
COSTS.
NEW
BUSINESS.
THREATS
As competitors
CCDs,
BARISTA,
STAR
BUCKS,
McDonalds
and
OTHER
LOCAL
CAFES.
Large
outlets
Traditiona
l coffee
style.
Costly.
CCDs
BARISTA
STAR BUCKS
McDonalds
OTHER LOCAL
CAFES.
Introduci
ng
cheaper
version of
coffee.
Tap the
smaller
towns.
Merchand
ising.
THREAT
Ambience
and
service
High
competiti
on.
Our competitors
OPPURTUNITY
Brand
name
WEAKNESS
STRENGTH
Competitors
SWOT analysis.
Large
unorganiz
ed
market.
Entry of
new
players.
COMPETITORS - PORTERS 5
FORCES.
1.SUBSTITUTE PRODUCTS
Hot chocolate
Green tea
Teeccino
Rooibos
3.HIGH BARGENING
POWER OF SUPPLIERS
PRESENT
INDUSTRY
RIVALRY.
CCDs
BARISTA
STAR BUCKS
McDonalds
OTHER
LOCAL
CAFES.
2.POTENTIAL ENTRANTS
Local vendors
Tea stalls
Subsidiaries of
existing
coffee shops.
4.High BARGENING
POWER OF BUYERS
Goals
Objectives
To create
huge brand
value.
By providing best
quality food
products
Brand
association
By providing best
service
Create
awareness
of the brand
Delightful interiors
Brand
positioning
Market
developmen
t
Business
growth
As a reasonable
coffee shop with
best quality
product
Extension of shops
at various places
Increasing revenue
Marketing strategy.
PRODUCTS
ESPRESS OTHER
O DRINKS DRINKS
American
o
Breve
Cappuccin
o
Latte
Mocha
Macchiato
Hot
chocolate
Hot tea
Chai tea
latte
Kids hot
cocoa
Fountain
drinks
Juice
White and
chocolate
drinks
COFFEES
BAKERY
Daily
brew-reg
croissants
Bagels
Fruit
Assorted
Blended
brownies
ice
and cookies
coffee
Pie and cake
drinks
by slice
Muffins
Cinnamon
rolls
Breakfast
sandwiches
Organic
French
roast.
World
tour
blend.
SMOOTHIE
S
ICED
DRINKS
Coffee
Jumpin
java
iced
PRICE
Start- up costs.
First month rent =
----------------------------------------------------------Rs.10,000/- month.
Modernize fee =
-----------------------------------------------------------------------Rs. 1,00,000/( impression- calm comfortable soft mood
light music and paintings.)
Furniture fee= ----------------------------------------------------------------Rs.
70,000/ Equipment fees = ------------------------------------------------------------Rs.
1,80,000/(coffee machine, coffee mill,
air conditioning, stereo,cash registers, water treatment.)
Supplies fees =-----------------------------------------------------------------Rs.
27,000/(Coffee snack, coffee cups,
napkins, forks , knives etc)
Water and electricity bill =------------------------------------------------Total =
Rs.
Employees pay
Waiter, waitress, cashier & coffee maker
(Rs 15/- per hour *30days * 8 hours* 7
employees)-------------------Rs. 25,200
Manager
------------------------------------------------------------------Rs.7,500
pm
Total=
37,700
Rs.
Accountant=
--------------------------------------------------------------Rs.5,000 PM
Operating cost.
Fuel ,water and electricity---------------------------------------------------Rs 8000
Annual rent----------------------------------------------------------------------Rs
1,20,000
Salary per month------------------------------------------------------------- Rs 37,000
Supply cost-----------------------------------------------------------------------Rs 20,000
Annual Advertising costs of------------------------------------------------- Rs
60,000
Annual insurance charges----------------------------------------------------Rs
10,000
Total
(appx)
Rs 81,543
Price and
revenue..
Government
taxes
Sales tax (5% of revenue)
=----------------------------------------------------- Rs. 26,625
City planning tax ( 1.5% of revenue)
=--------------------------------------- Rs. 7,988
Total monthly tax
expense =
Rs. 34,613
1 OPERATING COST
Fuel ,water and electricity---------------------------------------------------Rs 8000
Annual rent----------------------------------------------------------------------Rs 1,20,000
Salary per month------------------------------------------------------------- Rs 37,000
Supply cost-----------------------------------------------------------------------Rs 20,000
Annual Advertising costs of------------------------------------------------- Rs 60,000
Annual insurance charges----------------------------------------------------Rs 10,000
A-
Total (appx)
Rs 81,543
B-
PROFIT = REVENUE- (A + B )
81543) (Rs 34,613)
Rs 4,16,344
Rs. 34,613
Monthly
profit
MONTHLY COST
(TR TC TAXES) =
(Rs 532500 ) (Rs 81543) (Rs
34,613) = Rs 4,16,344
Funds borrowed
Rs. 4,00,000/- from SBI
Interest payment monthly @ 12.50% =
37,500
Positioning
Esprezzo is not just a coffee shop.. As the name suggest itself its the
way to express ones feelings.
Esprezzo provides coffee art facility which is new to the market.. Its
tag line is share your mood with a coffee. some of the sample are :-
ADS- COMMERCIAL
WE WILL GO WITH A COMMERCIAL WHERE WE WILL CAST A COUPLE.
THEY WILL BE HAVING MISSUNDERSTANDING BETWEEN EACH OTHER.
THEY HAVE BEEN TO ESPREZZO.
THE WAITER WILL FIND THAT THE COUPLE ARE NOT IN A GOOD MOOD.
THE BOY WILL ORDER A COFFEE
THE WAITER WILL SERVE THE COFFEE TO THE COUPLE IN WHICH SORRY
WOULD BE WRITEN , WHICH WILL STATE THE COFFEE ART.
THE MISSUNDERSTANDING WILL COME TO AN END AND OUR BRAND NAME
WILL BE PUBLISHED WITH A TAG LINE ITS MORE BEYOND COFFEE