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8/9/2019 project o tea cafe
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ODOROUS TEACAF
Come, let us have some tea and continue to talk about happy things.
8/9/2019 project o tea cafe
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BUSINESSPLAN
ODOROUS TEACAF
SUBMITTED TO :( LECT) RAMNEEK KAUR SUBMITTEDBY:
ILLUMANITIES
(DEEPAK, CHAMKOR,
JASNEET, KUSHMA, MANJIT)
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ODOROUS TEA CAFE
Executive Summary
The concept of ODOROUS TEA CAFE is to provide an entertainment and
restaurant venue in downtown Ludhiana. The establishment will provide a live
entertainment venue; a restaurant; and venue rental services for the Ludhiana
city.
ODOROUS TEA CAFE is in a start-up position, with a beginning date of July
2010.The purpose of this business plan is to estimate start-up and ongoing costs;
identify revenue streams; and forecast net cash flow and profits. The company
expects to lease venue space in April2010, and have a three-month build-out of
the space. We anticipate opening our doors to the public in mid-July.
The venue is a 6,600 square foot complex, which will also house the company's
corporate business office. It will accommodate 200-400 people. The venue will be
equipped with state-of-the-art audio, lighting, and video systems, serving the
need for a true entertainment venue in Ludhiana demographics are favorable,
with minimal competition.
Food and Beverage
Retail Merchandise
Arcade
Venue Rental
Managing four separate revenue streams requires ramping up each one
individually, ensuring that each area performs well before developing the next
revenue stream. In order of importance, Food/Beverage is expected to provide
the most stable revenue streams.
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The venue appeals to four major market segments
Young Professionals
College Students
Tourists and Business Travelers
Senior Citizens
The ODOROUS TEA CAFEs prime location, demographics, and minimum
competition are major advantages for the success of the venture. The proposed
venue will provide a local solution to the lack of social atmosphere and live
entertainment venues in the region.
The purpose of this business plan is to estimate start-up and ongoing costs;
identify revenue streams; and forecast net cash flow and profits.Initial start-up
and operating capital of 50 lac. Is provided as paid-in capital by owner i.e.
ILLUMANITIES GROUP.
The owner's total investment is RS 75 lac. We anticipate a start-up date of July
2010, with several months build-out of an appropriate leased space. A grand
opening is targeted for mid July 2010. Our targeted break-even month is July
2011.
The owner is aware of the highly risky nature of launching an entertainment-
based restaurant establishment. If the venture fails, the owner's paid-in capital
and expenses may not be recovered. If the venture is undercapitalized and
requires more working capital, the owner will consider bringing on investment
partners. The owner will also review the return-on-investment for personally
providing more paid-in capital. In the event that net profitability cannot be
attained, the owner will take sequential steps to exit the venture, as outlined inthe Exit Strategy section of the Financial Plan.
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Mission
The mission of ODOROUS TEA CAFE is to create an entertainment and
refreshment venue for the residents of Ludhiana. ODOROUS TEA CAF will be an
accessible and affordable venue, offering unique and appealing taste for allvisitors.
The purpose ofODOROUS TEA CAFE is to provide the residents of Ludhiana and
beyond, with quality entertainment in an enjoyable, pleasant atmosphere. It will
provide excellent place and opportunity for social interaction.
Keys to Success
ODOROUS TEA CAFE venue has three keys to success.
Location-- ODOROUS TEA CAFE will be strategically located to
maximize the revenue derived from the live entertainment consumer. The
showcase will be in downtown Ludhiana. This is an excellent location for multi-
purpose entertainment, community education, and restaurant with live music.
Low Operating Cost-- ODOROUS TEA CAFE will be managed specifically
to maintain targeted operating ratios that allow for maximum net profits. For
initial construction and build out, ODOROUS TEA CAFE management will keepconstruction costs at a minimum. The venue will be housed in a leased building.
All operating expenses will be kept to a minimum, with cost of sales and margins
reviewed on a monthly basis. Cost of sales is targeted at 40%.
Wide Range of Services-- ODOROUS TEA CAFE will provide
entertainment, community, a full-service restaurant, a retail merchandise area,
and venue rental services. The objective will be to maximize the revenue per
visitor and extend each visitor's time spent at the venue.
Objectives
The purpose of this business plan is to estimate start-up and ongoing costs;
identify revenue streams; and forecast net cash flow and profits. The venture will
be funded solely through paid-in capital provided by the owners.
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The concept of ODOROUS TEA CAFE is to provide an entertainment and
restaurant venue in downtown Ludhiana. The establishment will provide a live
entertainment venue; a restaurant; a retail component offering arts-based retail
merchandise; and venue rental services for the Ludhiana area. The objectives are
to:
Remodel a leased space and launch the venue within a 50 lac start-up
budget, and an infusion of capital of 10 lac. In the first month The venue will open
within three months of leasing the appropriate space. Leasing is anticipated to
begin in April 2010.
Maintain a 40% gross margin.
Company Summary
ODOROUS TEA CAFE is in a start-up position, with a beginning date of July 2010.
The company expects to lease venue space in April 2010, a three-month build-out
of the space. We anticipate opening our doors to the public in mid-July.
Company Ownership
Established in 2010, ODOROUS TEA CAFE is operated as a 'partnership' under the
ownership of Illuminates, Incorporated The owner will pay taxes on the companyprofits on his personal tax returns.
Start-up Summary
The corporate owner has contributed 75 lac. In paid-in capital for the initial
development of ODOROUS TEA CAFE. Start-up expenses include accounting;
legal; consulting services; research and development; and expensed equipment.
Products and Services
The venue is a 6,600 square foot complex, which will also house the company's
corporate business office. It will accommodate 200-400 people. The venue will be
equipped with state-of-the-art audio, lighting, and video systems, serving the
need for a true entertainment venue in Ludhiana. The general appearance will be
clean, open, and pleasing to the customer. The demographics are favorable, with
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minimal competition from other cafes. ODOROUS TEA CAFE will generate sales
through four revenue streams that comprise the company's products and
services. The revenue streams have been developed with the goal of lengthening
each customer's stay and maximizing their individual revenue contribution.
The following revenue streams represent ODOROUS TEA CAFEs products and
services:
Food and Beverage
Retail Merchandise
Arcade
Venue Rental
Food and Beverage: our specialty is our food and beverage, in Ludhiana there is
no other who is totally focusing on tea only and its a untapped area in Ludhiana.
Retail Merchandise:
The venue will provide space for the retail sale of ODOROUS TEA CAFE
merchandise of music- and art-focused items. Retail display space will be
provided for each band booked at the venue.
Arcade:
ODOROUS TEA CAFE will provide an arcade area for customer entertainment,
providing several interactive skill games, such as pool tables, ping pong tables,
pinball machines, darts, foosball, and video games to provide additional
entertainment.
Venue Rental:
ODOROUS TEA CAFE will be available as a venue rental for promoters; groups;
business meetings; and private parties. Additional services will be provided, as
requested, with individualized pricing for each service. Additionally, ODOROUS
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TEA CAFE will offer floor space to mercantile operators to showcase their
merchandise.
Technology
The company's cash systems will be fully automated, using a centralized software
platform for processing cash and credit card purchases.
Venue Layout/Floor Plan
The owner will build-out an existing restaurant and , with the majority of build-
out costs, totaling 50lac , applied toward removing and building several walls.
Market Analysis Summary
The area's major industries include tourism, agriculture, manufacturing, and
technology. The region offers excellent transportation; recreational activities; arts
and cultural entertainment; food and wine; and lodging for tourists and business
travelers.
Market Segmentation
The venue appeals to four major market segments:
Young Professionals--We appeal to single adults and young couples seeking to
interact through the social arts and socializing. Young professional customers will
range in age from 21 to 51. The venue will appeal to this category by switching
the tempo and entertainment to be more appealing to adults as it gets later into
the evening.
College Students--By creating an environment that is appealing to college
students, we secure a natural progression between the high school student and
the young professional. The venue is in close proximity to Pcte and AurbindoCollege.
Tourists and Business Travelers--More and more business travelers and tourists
visit the Ludhiana area every year. We plan to reach these people through direct
marketing to local hotel patrons.
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Senior Citizens--10% of the Ludhiana population is represented by senior citizens.
Good environment and unique taste will definitely attract them.
4.2 Targeted Population
We estimate that 4% of the targeted population in the Ludhiana market will visit
ODOROUS TEA CAFE each year.
Total Population Pool in 2009 60 lac approx.
Percentage Targeted as ODOROUS TEA CAFE Visitors 4.0%
Estimated ODOROUS TEA CAF visitors 2,40,000
Competition and Buying Patterns
Competition
The venue's direct competition consists of four competitors.
Barista
Costa
Nescafe
Coffee caf day
Value Proposition
ODOROUS TEA CAF will focus on offering exceptional services to its customer.
To reach and maintain a unique and high quality image, the venue will provideattentive and friendly service and will invest in on-going training of its employees.
Our second strategy is emphasizing entertainment. The tactics are interactive
entertainment, constant sensory appeal, and unique event viewing. Finally, we
will focus on our identified target markets, stressing the following concepts:
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Emphasize Exceptional Service.
Emphasize an Entertaining Experience.
Focus on Target Markets.
Marketing strategy
Our marketing budget is set at 1% of our overall sales revenue. This budget will be
used to reach our targeted customers through cost-effective marketing
campaigns. On-going processes will be geared to promote the brand name and
keep the venue at the forefront of entertainment establishment in the Ludhiana.
Our marketing efforts will focus on the following channels for reaching new and
repeat customers:
y Websitey Printy Neighborhood marketingy Radioy Televisiony E-mail / news lettery In- store promotion
Our first three months will focus on our grand opening event. An aggressive,
comprehensive marketing campaign will precede the grand opening. A radio
advertising campaign will precede the event. Contests will be held on the target
radio stations giving away V.I.P. passes (coupons) to the event while at the same
time creating excitement about the opening. We will initiate a regular local radio,
TV, and print campaign to create brand awareness.
Marketing plan
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The following table details our Sales and Marketing plan for the first six months,
including the venue's grand opening.
We have targeted an average of 1% of sales as our on-going Sales and Marketing
budget. This allocation is included into the "Sales & Marketing and OtherExpenses" in the Profit and Loss table in the Financial section of this business
plan. Marketing expenses during the 6 months of the project rollout are
estimated at a substantially higher level and are summarized in the table below
for each type of advertising. This rollout allows us to manage costs and cash flow.
The timeline coincides with our sales revenue ramp-up strategy.
We anticipate developing our radio advertising in end of June, prior to our grand
opening in July. Website development will also begin in June, as does print
advertising, followed by television advertising in June. We anticipate beginning a
neighborhood marketing campaign in July, an in-store promotion campaign in
august.
Management team
The company CEO is Manjit Kumar Mishra. The management team is headed by
owner i.e. . Illuminates group. (group members are Chamkor Singh, Deepak,
Jasneet Kaur, Kushma, Manjit Kumar Mishra)
Funds arrangement
We will arrange our seed capital by presenting our report to MSME department of
govt. and if they feel viability in project they will fund us in the form of CGSFT
.i.e. credit guarantee security fund trust scheme. And for this they charge us 2% of
the loaned amount as their fees + bank rate of interest.
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Few recipes of different category of tea
Category 1 : General tea
Apple and Honey Iced TeaIngredients:
y 3 cups water, boilingy 4 tea bagsy 1/3 cup honeyy 3 cups apple juice
Preparation:
Steep tea bags in hot water for 5 minutes. Strain out tea bags, and stir in honeyand juice. Mix until honey is dissolved. Chill and serve over ice.Serves 6-8
Cranberry Orange Iced Tea
Ingredients:
y 2 quarts iced teay 1 can frozen cranberry juice concentratey 1 cup orange juicey 1/3 cup sugar
Preparation:
In a large pitcher, stir together the cranberry juice and the orange juice. Add icedtea, and then mix in sugar. Continue stirring until the sugar is dissolved. Put back
in the fridge and let chill through and serve over ice. Serves 8 - 10.Damiana Delight
Ingredients:
y 1 tbs chamomile
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y 1 tbs damiana leavesy 1 tbs lemongrassy 1 tbs spearmint leavesy 1/4 tbs jasmine flowersy 1/4 tbs orange peel, grated
Preparation:
Combine herbs in two cups of water, and simmer for 15 minutes. Strain out herbsand serve hot.
Ginger Iced Tea
Ingredients:
y 5 tea bagsy 1-inch piece of fresh gingery Sugar, to taste
Preparation:
Slice ginger root into thin slices and crush. Heat 1 quart of water and let tea steepwith the ginger. Let steep over low heat for at least 10 minutes. Strain out tea and
ginger slices and add sugar. Let cool and serve over ice.
Category 2 : HERBAL TEA
Anise Tea
Ingredients:
y 1 cup water, boilingy 1 tsp dried anise leavesy 1 tsp honey
Preparation:
Steep anise leaves in hot water for about 5-6 minutes. Strain out leaves andsweeten tea with honey.
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Lavender Verbena Tea
Ingredients:
y1 cup lemon verbena leaves
y 3 tbs lavender flowersPreparation:
Mix the herbs thoroughly, and store in an air tight container. For a cup of tea, use1 tsp in a cup of boiling water. Steep for 5 minutes and strain out the leaves. Enjoywith a bit of honey.
Peppermint Tea
Ingredients:
y 8 oz peppermint leavesy 8 oz lemon balm leavesy 8 oz fennel seeds Preparation:
Mix the herbs thoroughly, and store in an air tight container. For a cup of tea, use1 tsp in a cup of boiling water. Steep for 10 minutes and strain out the herbs
Rosemary Punch
y 2 handfuls of dried rosemaryy 2 cups watery 1 litre ginger aley 12 oz frozen pineapple juice
Preparation:
Heat water and rosemary until boiling, then simmer for 5 minutes. Let cool thenstrain out the rosemary. Combine with the pineapple juice. Add ginger ale rightbefore serving.
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Ingredients:
Category 3: Hot alcoholic
Irish tea
Ingredients:
y 1 tbs loose tea, or 1 tea bagy 1 oz whiskyy 1 oz milk or creamy 1 tsp sugar
Preparation:
Brew tea in hot water for 3-5 minutes, then strain out tea. Add whiskey and other
ingredients, then serve.
Jaeger Tea
Ingredients:
y 3 oz Schnappsy 3 oz rumy 6 oz watery
Juice from one orangey 1 tea bag (black)
Preparation:
Heat ingredients together in a saucepan until boiling. Let simmer for 5 minutes,and serve. Sugar to taste.
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Tea Frog
Ingredients:
y 1 tbs loose tea, or 1 tea bagy 1 oz giny 1 tbs lemon juicey
1 cup water
Preparation:
Brew tea in hot water for 3-5 minutes, then strain out tea. Add gin and lemon,then serve
Hot Tea Grog
Ingredients:
y 1 oz cognacy 1 oz dark rumy 1 cup brewed teay Several clovesy 1/2 tsp honeyy Pinch of nutmeg
Preparation:
Heat tea and other ingredients together in a saucepan. Serve hot with a cinnamonstick
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Category 4: iced tea alcoholic
Southern Kick
Ingredients:
y 1/2 oz whiskeyy 1/2 oz Southern Comforty Iced tea
Preparation:
Mix whiskey and Southern Comfort in a glass, and top off with iced tea. Serveover ice.
Spiced Rum Iced Tea
Ingredients:
y 5 oz iced teay 1 1/4 oz spiced rumy 1/2 tsp lemon juice
Preparation:
Combine iced tea, rum and lemon juice. Serve over ice in a highball glass.
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Tea Spike
Ingredients:
y 1 1/2 oz white rumy 1/2 oz dark creme de cacaoy 4 oz iced tea
Preparation:
Mix ingredients with ice in a cocktail shaker. Shake well and serve in a high ballglass.
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Menu
Items PriceGeneral tea
Apple and Honey Iced Tea
Cranberry Orange Iced Tea
Ginger Iced Tea
Sparkling Jasmine Iced Tea
Lemon Almond Iced Tea
Lime Mint Iced Tea
Spiced Maple Iced Tea
Peach Iced Tea
Raspberry Honey Iced Tea
Saigon Iced Tea
Strawberry Tea Smoothie
Lavender Verbena Tea
Thai Iced Tea
Green Tea Tokyo
RS.80
RS.75
RS.75
RS.80
RS.80
RS.65
RS.70
RS.90
RS.85
RS.80
RS.90
RS.100
RS.100
RS.120
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Vanilla Chai
Indian Milk Tea
Masala Chai
Romantic Chai
Masala spice Chai
Ginger chai
Milk Thandai
Herbal tea
Anise Tea
Lavender Verbena Tea
Peppermint Tea
Rosemary Punch
Sage Tea
Damiana Delight
RS.110
RS.40
RS.70
RS.55
RS.85
RS.45
RS.40
RS.150
RS.150
RS.150
RS.150
RS.150
RS.150
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Hot alcoholic tea
Gluhwein
Irish Tea
Jaeger Tea
Tea Frog
Hot Tea Grog
Green Tea Tokyo
Iced tea alcoholic
Long Island Iced Tea
Southern Kick
Spiced Rum Iced Tea
Tea Spike
Gluhwein
RS.250
RS.250
RS.250
RS.250
RS.250
RS.250
RS.200
RS.200
RS.200
RS.200
RS.200
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