JAVA CULTURE…

COFFEE @ its best…

“WHY ARE WE HERE??”

Sometime We sit and think…sometime We just sit..

@
• @ Injambakkam, Near VGP, East Coast Road
• the best brewed coffee, espresso and pastries in
town
• a unique place where customers can socialize with
each other in a comfortable and relaxing
environment
• great ambience, convenient location, friendly
customer service, and products of consistently high
quality
 SWOT ANALYSIS
Strengths Weakness
Products of extremely good quality and taste Initial Marketing
Youth oriented brand , hence huge potential 6 stakeholders
40 % population is below 20 Loyal customer base to be established
USP of brand
Menu Addition
Workforce aims to give a cozy atmosphere
Customized Coffee

Opportunities Threats
Coffee shops fastest growing industry Coffee giants as CCD, Barista..
Best for informal meetings
Proximity to Software parks and colleges
Customer Base
MARKET ENVIRONMENT
• Niche coffee retail format is growing at 10 to
12 % an year
• Marketing Associations with youth brands
• Reach to students, IT offices and visitors of
VGP
 MARKET ANALYSIS
Market Analysis

Year 1 Year 2 Year 3 Year 4 Year 5

Potential Customers Growth CAGR

Students and Faculty 2% 18,000 18,360 18,727 19,102 19,484 2.00%

Teenagers 1% 3,000 3,030 3,060 3,091 3,122 1.00%

Office workers 2% 8,000 8,160 8,323 8,489 8,659 2.00%

Tourists 0% 5,000 5,000 5,000 5,000 5,000 0.00%

Total 1.63% 34,000 34,550 35,110 35,682 36,265 1.63%

 MARKETING MIX
Product Price
Product Mix major customer lies in the bracket of 15- 29
Cool Merchandise Product Serving Size
Hot Coffee 210 ml
Cold Coffee 350 ml
Smoothies 350 ml
Granitas 350 ml
Cost Range from Rs 19 to Rs 99

Promotion Place
Through print media Largest IT Corridor
Ticket Sales VGP—theme park
Games and Events at VGP Excellent Beach View
Special Offers
Tie Ups
 FINANCIAL PLAN
• Start-up Cost
• Operational Plan
• Cost Of The Project
• Profit/Loss Assumptions
Start-Up Expenses
Start Up Expense Cost

Legal expenses for obtaining licenses and permits as well as the Rs 81,300
accounting services
Consultant fees of Rs 33,000 paid to ABC Espresso Services Rs 33,000
Insurance Rs 22,400
Pre-paid rent expenses Rs 50,000
Premises remodeling Rs 10, 00,000
Marketing promotion expenses Rs 33,500
Stationery Rs5000
Phone and Utility Deposits Rs 2,500

Total Expenses Rs3,26,700

 Start-Up Inventory
Start-up Inventory Cost
Coffee beans (12 regular brands and five Rs 270000
decaffeinated brands) Rs 350000
Coffee filters, baked goods, salads, sandwiches, tea, Rs 83000
beverages, etc. Rs13000
Retail supplies (napkins, coffee bags, cleaning, etc.)
Office supplies
Total Start Up Inventory Cost Rs 7,16,000
Equipment Costs
Espresso machines Rs 270000
Coffee maker Rs 40000
Coffee grinder Rs 9000
Food service equipment (microwave, toasters, Rs 810000
dishwasher, refrigerator, blender, etc.) Rs 160000
Storage hardware (bins, utensil rack, shelves, food Rs 430000
case)
Counter area equipment (counter top, sink, ice Rs 140000
machine, etc.) Rs 620000
Serving area equipment (plates, glasses, flatware) Rs 160000
Store equipment (cash register, security etc) Rs 22000
Office equipment (PC, fax/printer, phone etc)
Other miscellaneous expenses
Total Equipments’ Cost Rs 26,61,000
Operating Cost
Operating capital

Employees’ salaries for 1st 2 months Rs 28,800

Cash reserves for the first three months Rs 38,200

Total Rs 67,000
Cost Of the Project
The total cost of the project is the grand total
of various costs which come to Rs 37,70700
PROFIT AND LOSS

• YEAR I : PROFIT = 40,000,00

• YEAR II : PROFIT = 40,000,00 + 15% 40,000,00

• (20% INCREASE IN SALES – 5% INCREASE IN MARKETING BUDGET.)

• YAER III : PROFIT = EXPECTING 20% MORE THAN YEAR II PROFIT.

• ( STRONGER BRAND IMAGE AND STRONGER VENDORS BASE )

THANK YOU