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Proposed By:

Jean Teo

Cynthia Oh

Sarah Soh

Jaslyn Long

TB03

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Ideas Brain storming

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Business Screening

Type of business

Skills Manpower Reasons of venturing

Capital Remarks- key concerns

Maid Agency

Management skills PR skills Training skills Home-making skills

2 Agents 4 consultants 1 receptionists

Profitable $60,000 High-Risks

Law concerns

Competitive

Gym

Management skills Fitness training skills Machinery skills First aid skills PR skills

Trainers Receptionists

Profitable (health- conscious Singaporeans)

$70,000 Competition against well-known gyms like California fitness and subsidised gyms like school or government gyms.

Café

Management skills PR skills Cooking skills Cleaning skills Leadership skills

Servers Cashiers Managers Chefs

Profitable Low-risk

$30,000 Have a competitive advantage over the rest of the competitors in the same field.

Clothes designing shops

Management Skills Designing Skills

Designers Cashiers Shop assistants

Profitable $25,000 Too Competitive

Fashion Trend keeps changing

Unstable

Ultimate choice: Café

Reasons for ultimate choice:

We have decided to set up a cafe with lodging services. Fashion can go out of trend but food is

essential to one’s living. Also, food and beverages is one industry that we can best relate to in

our daily lives. With proper finance management, we should be able to recoup our capital within

the next 2 years after implementing the idea into action.

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Scope of Business

To set up a profitable business and placing the interest of our customers at the very first.

To go the extra mile for our customers by catering to their individual needs such as providing

wireless internet service and lodging.

Aim to be recognized for good services and quality of food in the F&B industry.

Brief Introduction on our Cafe

Our café, Esperanto, aims to cater to all our consumers’ needs.

The name Esperanto is a French word, meaning-hope. There are two aspects to it. Firstly, we

hope that customers of Esperanto would leave our café with new regained hopes and

happiness. After all, “service with a smile” aims to make our customers happy too. Eat happily,

Live happily and the world would be a better place to live in. Secondly, it would be Esperanto’s

hopes for the company and staffs members. We hope to bond staffs of Esperanto as close as a

family where they too enjoy in what they are doing.

We assure our customers a pleasant and comfortable environment to dine and chill, with

soothing music and fortnightly band performances. Also, our menu covers a wide range of food,

from Western food to Chinese dim sum, at affordable prices.

Wireless internet service (WIFI) is available at any corner of our cafe. For lodging services,

rooms located at the second level of our cafe can accommodate up to 30 customers. Room

rates differ during peak hours. Facilities of room include, a sofa bed, a side table, a LCD

Television with video input and output. All rooms are air-conditioned and well- ventilated.

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Decision Making Process – choosing the location + reasons

Rental (8) Human Traffic Flow (10)

Transportation (5)

Remarks

Jurong Point 7/ 56

7/ 70

5/ 25

151

Orchard- Far East Plaza

2/ 16

10/ 100

10/ 50

166

Holland Village 9/ 72

3/ 30

3/ 15

117

Bugis 6 / 48

10/ 100

9/ 45

193

Ultimate choice: Bugis

Reasons of ultimate choice:

Since our target audience are mainly teenagers, Bugis, one of the most popular hangout places

among teenagers, would be an ideal location for business. Furthermore, the rental fee would

also be lower when compared to that of Orchard’s. This is especially important as low cost

venture would result in higher profits earned in a shorter period of time.

Bugis is also near central where there is high human traffic flow. Furthermore, there is easy

access to public transportation such as bus and MRT stations. Thus, it would be convenient for

everyone to visit our café.

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Planning

Strategic planning (by top managers)

Before the business starts, the CEO came out with strategic plans to ensure that business is on

the right track.

For the next 1 to 5 years, Esperanto aims to be a fine dining place for everyone and gains

reputation in the Food and Beverages industry. This supports our mission of providing dinners

an exceptional dining experience in our café. Start earning profit and start a new outlet.

Tactical planning (by middle managers) Support the strategic plans Determine what contributions departments can make with their given resources over the next 6 to 24 months.

Tactical plans for the next 6 to 24 months would be planned by the middle managers, operating a café are not just about serving food to the customers. Different departments would have to cooperate together to support the strategic plans. For example, the public relations might have to publicists the café for more people to know our café. To start earning profit, we also must aim to have a stable or increasing income, start partnership with food supplies for better pricings and connection in the market.

Operational planning (by first-line managers) Support the tactical plans. Determine how to accomplish specific tasks with available resources within the next 1 to 52 weeks.

Supervisors and managers would be responsible for the operational planning within the next 1 to 52 weeks. They would supervise the workers and café to ensure that the café is in smooth operation every day. Ensure that workers are in top form to serve customers to give them a fine dining experience. They also have to ensure that the quality of food and environment for customers to enjoy, only that they would visit the café again.

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Market segmentation

Market Segmentation is concerned with identifying different groups of purchasers in a market, in order to target specific products and services for each group or segment.

By tailoring the offer to different groups, we are more able to meet the needs of specified targeted customers and consequently to gain a higher overall level of share or profit from the market.

Demographics

Age Group Gender Income Level Occupation Education Family Life-cycle

Geographic Location Market Size Transportation Competition Climate of area Legislation

Psychographics

Attitudes. Personality Motivation. Innovator. Values. Life style. Important of purchase.

Behavioral

Rate of usage Benefits desire

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Customers’ profile

Demographics

GeographicsPsychographics

Age Group: 12 years old – 25 years old

Gender: Males and Females

Occupation: Students (some are part-timers), People who had just joined the workforce for a couple of months

Education Level: Secondary Students, Tertiary Students and working adults who had just joined the workforce

Income level: Approximately $500 - $1800

Most teenagers and young adults enjoy a high standard of living nowadays. They are more willing to spend more money on better environment/ ambience and good food. Pricing is secondary to them. It is also a trend that teenagers spend time at cafes and fast food restaurants for studying and revision purposes. Students would hang around these places after school to either relax themselves from a day of lessons or continue with their revisions; working adults will also enjoy hanging around at a café with relaxing ambience, after a hectic day at work. A café is also a good place for meeting clients. Many working adults (i.e. insurance agents) would meet clients out to talk about business in a less stressful environment.

The population of teenagers and young adults of age 12 to 25 made up a bulk of Singapore’s population. Hence, the market size is big. Moreover, the café’s customers are not limited to only teenagers and young adults. Families can also visit the café to have their meals. As the targeted customers are mainly teenagers and young adults, the location of the café should be near a MRT station, bus interchange and bus-stops where transportation is accessible. This is because many of them would not own a personal car. Therefore, the location should be made convenient to them. The location of the café should also be somewhere that many teenagers and young adults would most likely hang out at (i.e. Bugis).

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Stakeholders How they affect the business?

Task Environment

The task environment includes sectors with which the organization interacts directly and that have a direct impact on the organization's ability to achieve its goals.

(http://wiki.answers.com/Q/Define_task_environment)

Customers

In a food and beverage business, customers play an important role as they are the source of income for the café. The number of customers would determine how much the profit earned by Esperanto.

Suppliers

Suppliers are responsible in delivering the food supplies for the café. Without the suppliers, the café would not be able to continue with the business as the Esperanto is highly dependent on the sales of food and drinks to earn income.

Competitors

Competitors will affect the business as they are targeting at the same group of customers. If customers choose to visit competitors’ shop, sales of Esperanto will be affected. Thus, affecting the business of Esperanto. Income will be affected.

Media

With the media, business of Esperanto will be affected both positively and negatively. Advertisements and commercials will raise the customers’ awareness of the café’s existence which will increase the income earned as more customers visit Esperanto. However, when negative reports of the café arise, the number of customers will decrease causing a reduction in the profits earned.

General Environment Factors and conditions (such as economic, legal, political, and social circumstances) that

generally affect everyone in an industry or market in more or less similar manner. (http://www.businessdictionary.com/definition/general-environment.html)

Technological Forces In today’s society, technology is advancing very fast. If Esperanto continues to work in the old and traditional ways, business will be affected as the process will be slowed down.

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Demographic Forces

Trends of people changes over time, according to the population. Whatever that appeals to the young people now would not be attractive to the young people in the future. Hence, it is important to follow the trends closely because corrective actions have to be made before Esperanto goes outdated and lose potential customers.

Market Positioning Chart

Coffee Bean

Spinelli

Low Feature High feature

Low Price

High Price

Starbucks

Café Iguana

Café

Espresso

Italian Deli

Espéranto

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Market environment

Political Hygiene and cleanliness is an important aspect in the food and beverage (F&B) industry. From standards of hygiene and cleanliness of the café, the basic hygiene of the food and drinks served to customers, safety of the café’s structure to the hygiene and mandatory requirements of the toilet in the café; all these are to be strictly followed according to the rules and standards set by the National Environment Agency (NEA). Economic As the economy is picking up after the recession, people will be more willing to spend. Hence, while customers are immersing in the ambience of our cafe, they would be more willing to spend on food and drinks available. Promotional packages such as “Student meals” would end till our closing hours. This is termed as price discrimination which serves to attract full time students. Social Trends of consumers’ preference changes overtime, especially that of teenagers. Therefore, we need to carry out survey research to find out more of this targeted group’s needs. Technology With the advancement in technology, most of the people nowadays own laptops and phones that could connect to the Internet via Wi-Fi or GPRS. Many restaurants provide such free service, which serves as an attraction to customers. Hence, our cafe should include free Wi-Fi services. This will benefit the students who will need to do their research for projects, watching online videos and using the Internet for entertainment purposes.

Also, we have decided to incorporate the PDA system whereby employees are each given

a PDA to take down customers’ orders. Orders would then be immediately transmitted to

the kitchen which results in reduction in waiting time and customers’ satisfaction. The

waiters/waitresses can then have more time to attend to customers instead rushing in and

out of the kitchen to place orders.

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Survey Results

Sample of Survey Questions

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Results

Yes78%

No22%

Full-Time Students

Once a Week53%2-3 Times a

Week36%

Almost Everyday

11%

How often do you visit a cafe?

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Movie/Games Rm

19%Music Live

Band 29%

Lodging Service

38%

Others14%

Hope/Expectation for other facilities in café?

Study/Proj

20%

Chill out 30%

Wireless Wifi40%

Others10%

Reasons for visit, besides for F&B

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$5-$1053%

$10-$2036%

$20 and above11%

How much are you willing to spend in a cafe?

Promotional Items

31%

Ambience19%

Less Crowd15%

Quality of Food19%

Good services

16%

Reasons for attraction towards visit to cafe

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Trends

As seen from the survey results, our targeted market (Full Time students, age ranging from 12-

25 years old) are more attracted to promotional items such as value meals or student meals.

19% of them stated that ambience of the café and quality of food are other factors contributing

towards their visit.

53% of them also preferred to spend within $5-$10 per visit to a café, which thus supported the

ideal promotional items.

Reasons for visit to café would mainly highlight on chilling out with friends and need for wireless

access.

38% of the respondents also state that they hope to see lodging services in a café and 29%

would prefer music live band performance.

Mission

A Passion to Serve. An Exceptional Dining Experience.

Every guest who chooses Esperanto leaves happy.

Vision

To cultivate team spirit within our company of which to provide our customers with a Total

Quality Experience: Quality of Product, Service and Environment.

Philosophy

Be socially responsible and cater to the need of customers.

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Corporate Objectives

Marketing Mix (The 4Ps)

Product

Brand name The name of our café is Espéranto. It has the meaning “one who hopes” in French.

Functionality and services We cater to the needs of customers by providing food and beverages, entertainment and lodging services at an affordable price.

Quality Exceptional quality service can be expected to be provided in Espéranto.

Safety Espéranto holds the responsibility to deliver excellent hygiene standards.

Price

Pricing strategy

Our selling price is low but profits would be generated from large sales volume.

Discounts may be given such as:

Early payment discounts Membership discounts Seasonal discounts- Christmas Menu Special etc. Weekends Special

Price discrimination

Students would all be granted special discounts for food and services.

Number of complaints to be kept as low as 2 complaints per month

Attend to customers within 2 minutes upon their calling

Keep the café clean at all times – ie. clear up tables within 2 minutes after customers

leave the café.

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Promotion

Sales promotions ( Should be carefully crafted and compared with the next best alternative)

Promotions such as:

buy one get one free promotion coupons and vouchers distributions free gifts upon total spending of $30 per visit

Publicity

Advertising creates awareness.

Newspapers Television Radio Website Flyers distribution Through words of mouth

Place (Distribution)

Distribution channels :

1 outlet, located at Bugis

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Brief write-up on top 2 level of management:

The Chief Executive Officer (CEO) is a formal leader who is the overall in charge of the

management of the café. He will focus on the productivity and efficiency of the café. The CEO

has legitimate, reward and coercive power. He is able to use his position to command his

subordinates to do work. He could also provide rewards such as bonuses and promotions which

will entice the subordinates to listen to him.

At the second level of management, managers are responsible in many roles. He has to make

sure that his subordinates do their jobs well. He is also responsible to pass down the

instructions from the higher management. Second level managers would set short term goals

for their various departments in order so that the subordinates can work towards them and the

departments can improve. Second level managers have legitimate and coercive power. They

have the authority and power to command subordinates to do their work well.

Chief Executive Officer

(CEO)

Human Resource Manager

Supervisor

Employees

Marketing Manager

Supervisor

Employees

Supervisor

Employees

Purchasing Manager

Supervisor

Employees

Supervisor

Employees

Adminstrative Manager

Supervisor

Employees

Auditing Manager

Supervisor

Employees

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The Management Of The Organisation

Centralised vs Decentralised Organisation

For centralised organisation, major responsibilities and powers are given to the higher end of management. On the other hand, decentralised organisations distribute responsibility down the hierarchy and towards lower end managers.

Esperanto operates in both a centralised and decentralised manner which aimed to increase efficiency in production while producing high quality products at the same time.

Vertical decentralisation means that the authority to make certain decisions (often, minor), are pass down the hierarchy system. It thus enables staffs at the lower end of the hierarchy to be involved in decision making which encourages them to learn more in-depth of the company. Often, the experiences these workers had with them might aid in effective decision, comparable to those of senior managers. Moreover, the empowerment given increases the motivation within them and enabling them to adapt, respond faster to changes and new challenges faced.

Esperanto aims to groom staffs who value social responsibility and loyalty to the company.

Furthermore, with decentralisation, upper heads of the hierarchy system could concentrate better towards making vital decisions.

Horizontal decentralisation spreads responsibility across the company. One example would be the implementation of free WIFI access in Esperanto.

In a centralised manner, top managers would be reviewing the structure of the café once in a while to improve situations in the café. Also, company policies would be reviewed and change accordingly under circumstances.

Delegation

As Esperanto is a decentralised company, delegation is implanted in Esperanto. Lower rank

employees like supervisors are given authority and responsibility to carry out specific activities.

However, the person who delegated the work (high rank managers) remains accountable for the

outcome of the delegated work. This promotes trust in the company. Furthermore, employees

will feel more important and be more loyal to the company.

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Motivation

Chosen group of employees: Student part-timers

a. Background: Student part-timers are mainly full time students, aged between 16 to 21 years

old. They have to manage their time and balance between work and their studies. Duty Roster

consisting of shifts would be drawn up to suit their inflexibility of time. Student part-timers

normally work to earn extra income. They are up to date and have many useful skills like IT or

giving creative ideas. They are also more willing and able to learn at a faster pace. Furthermore,

they tend to be more adaptive to changes in the environment.

b. Expectation: Since they are working part time for extra income, their expectations are

generally lower as compared to full time employees. Other than money income, they might also

be working to gain more experience.

c. Behaviour: They are more active and diligent as they are young people. They are also very

expressive and would voice out should they disagreed to anything- feedback is essential

towards growth of company. They are creative and innovative, they are able to give suggestions

and ideas to improve the café. Moreover, as our target market are around their age too, they are

the most suitable candidates to give suggestions to improve our café.

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How to motivate this group of employee?

Maslow's hierarchy of needs

Using the Maslow’s hierarchy of needs, for the lower rank employees, mainly student part

timers, we only need to fulfil the basic needs, safety and physiological aspects.

To motivate this group of employees, we can have bonus pay, for example, extra pay during festive seasons like Christmas. Give them staff bonus or staff discount when they dine in the café. Other than providing them with a better working environment, we can give them breaks in between the working hours, or free paid meals. This made it easier to motivate this group of employees as they are only working part time with lower expectations.

• Creativity, morality, spontaneity, lack of prejudice, acceptance of fact

Self

• Self-esteem,confidence, achievement, respect

Esteem

• Family, friendship,sense of belonging

Social

• Security of: employment, family,property, health ,etc

Safety

• Food, clothing, shelther, sleep, water,etc.

Physiological

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LEADING

Participative (Democratic) leadership would be implemented in our café, although the leader

has the final says in making decisions, he/she will still invite other employee’s for discussion.

For example, the leader could ask the employees for discussion whether to introduce a new

promotion or new dish. This will increase employee’s involvement and they will feel valued, thus

more motivated to work. They can also know the latest updates regarding the café; this also

promotes café’s harmony and brings the leaders and workers closer.

Supervisors have legitimate power over workers, as they are authorized by the management.

With the legitimate power, workers are expected to listen to them. Also, supervisors’

responsibility would be heavier as they need to guide and lead people under their hands.

Experienced workers would have expert power over green horns like part-timers. For example,

when a green horn doesn’t know how to deal with a difficult situation with customers and seek

help from the experienced worker. The experiences of the worker give him expert power over

the green horn.

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Hersey and Blanchard’s Situational Leadership Model

http://www.enviedentreprendre.com/images/motivation1.jpg

We have to apply different leadership styles to lead different type of employees as they are all

different in all aspects (for example, personality and expectations). Using the leadership style

that suits them best will then be the most efficient and effective way towards production and

generating sales revenue.

Using the Hersey and Blanchard’s Situational Leadership Model, for the student part timers, as

they are green horns in the Food and Beverages industry, they are less experienced and have a

lot of things to learn still. However, they are teenagers who are willing and confident to learn

new things, this will put them under R2. People in R2 are unable but willing or motivated.

To lead this group of employees, we will use leadership style S2(selling) which involves high

task focus and high relationship focus. The leader (supervisors/managers) will still lead and

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provide directions (i.e. give orders) but in a two-way communication method with the student

part-timers. Through teaching and influencing them (selling), they will understand and do the

right things.

To choose a leader, we will use the traits theory, which is evaluating & selecting leaders based

on their mental & psychological characteristics. To be a leader, they must possess some of

these traits: Intelligence, Self-confidence, Determination, Honesty / Integrity, Sociability,

Problem-solving skills, Extraversion (outward looking), Conscientiousness. This would be an

important part in promoting a person to supervisors or managers as they would be responsible

to lead the rest of the employees in the café.

If an employee refuses to listen to supervisor’s orders, they will be warned and if there are still

no sign of changes in attitude, the employee would then be fired. Harmony and cooperation in a

management is very important.

Controlling

Performance Standard

Overall, the café ought to set a targeted sales amount at end of the month. This gives everyone

a goal and also, the motivation to work towards the target.

Furthermore, employees’ performance must be up to standard as it would affects directly the

sales of Esperanto. If the employees’ performance and services rendered are good, customers

would be more than willing to visit our café again, they might also recommend our café to their

friends or family which thus, increases sales revenue. Similarly, if the performance by

employees is bad, customers would not want to visit us again and might let others know about

the bad service in our café through words of mouth, resulting in a bad reputation of Esperanto.

Therefore there are some rules and standard for employees to obey and achieve. Employees

should try their best to attend and cater to all customers’ needs. They should be polite and do

not show personal emotions nor attitudes like angry or bored. Service with a smile is essential

and they ought to be alert at all times. They also should be fast and efficient in serving food and

taking orders, reducing the waiting time the customers have to wait.

Café’s environment Conditions

The café environment should be nice and comfortable for customers to dine or chill. Hygiene is

the most important condition; the café should be cleaned up every day once café is closed. All

kitchen staffs must wear gloves, masks and chief hats while handling food. All utensils and

plates will be washed with warm water thoroughly to ensure that they are clean and safe to use.

The lightings should not be too glaring or too dark for dining; music played should be suitable for

everyone to listen (i.e no rock music or vulgarities) and pleasing to the ears. No unnecessary or

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extra things (i.e stocks) should be placed at any walking areas and serve as obstruction. Stocks

should be organized and positioned neatly in the store.

Employees’ Appearance

As employees are at the front line, their outlook appearance and behavior would determine our

café reputation. If our employees are dressed up in a sloppy manner and look unhygienic, no

one would want to visit the café.

To avoid such a situation to happen, there will be a set of rules for employees to abide. All

employees would not wear any hand accessories like rings or bracelets and should keep their

fingernails short. Hair must be tidy at all times and not covering their faces. Also, no body or

face piercing is allowed. No brightly coloured/dyed or punky hairstyles. Employees should

always look fresh and energetic.

Uniforms should be worn properly with covered shoes.

Regular checks on employees’ appearance is needed.

Comparison on the number of complaints between week 1 and 2.

In Esperanto, our targeted limit numbers of complaints are 2 per week. In week 1, the number of

complaints reached 7 which are undesirable, in week 2 it even reached 20. We have to find out

the root cause of it and take actions to lower the number of complaints.

0

5

10

15

20

25

30

35

Week 1 Week 2 Week 3 Week 4

Number of complaints

Number of weeks

Customer Feedback Analysis

Week 1

Week 2

Week 3

Week 4

Targetted limit

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Comparison on the number of complaints between week 2 and 3.

In week 3, the number of complaints shot up to 30, as compared to week 2. We must implement

harsher actions to curb this trend from continuing as it will damage our cafe’s image.

Feedback Control

After collecting feedback from the customers, we had numerous complaints from customers

regarding the taste of the coffee. Many pointed out that the quality of the coffee beans was not

good enough and that it was not fresh.

Feedforward Control

3Ms

1) Manpower –Suppliers and Employees

2) Materials- Coffee Beans

3) Machinery- Coffee Grinder, Espresso Machine

Causes of Complaints

1) The supplier who we are ordering from did not sell us fresh coffee beans.

2) Employees may not have stored the beans at the right place and temperature.

3) Employees may have accidently used the expired beans to serve customers, due to

negligent.

4) The manufacturer may not have packed the coffee beans well which may cause the taste to

change.

5) The coffee machine may be faulty.

Take corrective action

1) Ensure that employees are well trained to avoid incidents such as wrong storage of coffee

beans

2) Change to a better supplier

3) Ensure that coffee beans delivered are fresh and not expired.

4) Ensure storage of stocks is well organized and that expired stock of coffee beans must be

disposed off immediately.

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5) Conduct daily inspections before operating hours to make sure facilities such as machines,

grinder are in good working condition and that coffee beans are kept fresh.

How to implement 3 levels of control:

Type of Control How to implement?

Strategic control (monitoring performance to ensure that strategic plans are being implemented and taking corrective action as

needed)

At the beginning of the business, Esperanto can actually review the performance on a monthly basis to see the performance of the café. This is to make sure that the business is working out well and the sales are stable. Once the business is on track, the business can be reviewed every quarterly to keep track on the performance of the café. If there is a drop in sales, the café management will look into the problem and find the root of the decrease so that sales can be improved. If the café is earning profits, it shows that the management style is correct and will continue to maintain the standards.

Tactical control (monitoring performance to ensure that tactical plans – those at the divisional and departmental level – are being implemented and

taking corrective action as needed)

The various departments of the organization would actually review their performances by the sales and feedbacks to see if they actually worked towards their goals. Managers will meet up with their subordinates monthly and discussed what they had done well and the things that they could improved on. Once goals are met, they would need to maintain that and may set newer goals which they hope to achieve in the next month. However, if the goals set aren’t achieved, they would need to review on what went wrong and how things can be changed in order to meet the goals.

Operational control (monitoring performance to

ensure that operational plans – day-to-day goals – are being implemented and

taking corrective action as needed)

Each day the first-line manager will have to report on the daily activities of the organization. If there are any problems, it can be dealt with immediately to avoid further complications. After the business each day, the supervisor can actually sit down with the employees and discussed about the day’s business and what the supervisor observed. The employees can give feedbacks on what they felt about the day and what they feel to improve the café’s business. By doing so, the employees will be able to feel a sense of belonging as their opinions are being heard and they can be involved partially.

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Future plans for Esperanto in the next 3 years.

Esperanto serves to be at the top of the cream of the food and beverages industry. Service and

food qualities remained at a competitive edge above the rest of the other competitors.

For the second year of business, Esperanto would continue to strive to be at least at the top 3

café choices among its consumers, especially among teenagers and young adults.

Along the way, Esperanto might suffer from unforeseen economic changes (ie. Recession),

therefore, having a strong finance foundation is important and essential to the development of

Esperanto. Extra flow of cash or capital would be useful during difficult times.

For the third year of business, Esperanto would venture out into the franchise line where the

brand name of it will be well recognised. Esperanto aims to have at least 8 chains of outlets at

all high district areas, such as Orchard Road, Serangoon Gardens. This is to broaden the

market size from teenagers and young adults to higher income earners.

Lastly, for the fourth year in business, Esperanto would participate in charity organisations and

help out with the needy all over the world. Esperanto’s slogan: EAT.LIVE.HOPE would be

spread across the world with love. This thus enables the needy people to enjoy food and

beverages produced by Esperanto, giving them a new lease of hope at the same time.

While being a profit-making company, Esperanto, aims to spread the love and bringing in hopes

to people.