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Overview of Project

ea
d
I

Start-up a new coffee shop


with Japanese style

t
ar
t
s
to s
ns es
o
s s in
a
u
Re b

o
Pr

ct
e
j

The increasingly demand of


places for communication
The growth of Japan-lover
community in Vietnam
Attractive profit and rate of
capital return

Project name: Konnichiwa


Coffee
Expected Location: Nga tu
So, Thanh Xuan district,
Hanoi
Field of business: Food and
Drink.

Business Goals

Bring out the best service to


customers
Become the favorite place for
Japan-lovers to come and gather
Create our distinct value
compared to other

Missi
on

Recover all the cost and start to make profit in


no longer than 10 months after operating.
Achieve a Rate of return no less than 30% in 2
years after operating
Try not to receive any negative response from
customers while aiming to receive as many
positive ones as possible.
Recruit appropriate people for operating the
cafe. Select and retain the best ones among
them to continue working for the business.
Expand the business in long-term by opening
more branches and possibly in other fields of
entertainment.

Vision

Our Philosophy
There is only one boss. The
customer. And he can fire
everybody in the company
from the chairman on down,
simply
by
spending
his
money somewhereelse.

Exceed
your
customer's
expectations.
If
you
do,
they'll come back over and
over. Give them what they
want - and a little more.

Target Customer
Youth, otaku, cos-players and people
who have the interest in Japanese
culture.
First floor: ordinary customers
Second floor: VIP costumers (they have to
pay more to book a particular small room or
area and enjoy Japanese art activities free)
Third floor: big room with projector, speaker
and microphone for small events.

Products and Services


Products: drinks and snacks
Services:

Japanese

culture

space

and

the

activities related to it (For example: Japanese tea


ceremony), room for rent to celebrate small
events like off fan or meeting, comics and cosplay
costume for rent.

Menu

Some Typical Drinks

Some Typical Snacks

The Location and Facilities

There are many target costumers concentrate in this area:


students and youth.

Infrastructure: the system of transportation, power and


water are quite good.

Utilization acreage: 180m2 (3 floors)

The parking is on the pavement in front of the shop

First Floor

First Floor

Second Floor

Third Floor

Sources
Titles

Sources

Food and drink

Market
Supermarket
Import from Japan

Equipment

and

Nguyen Kim

machines

Bat Trang

Building material

Hoa An Company

Furniture

Thuan An Company

Decorations

General Environment Analysis


Political
Analysis
Opening
business

is

new

Enterprise Law of

not

Vietnam in 2005.

The political in VN
most

significant change
Vietnam

will

open to the retail


market under WTO
commitments.

has

the

largest
concentration

of

people, with about

Vietnam in 2005.

6 million.

Labor Law in 2005

is quite stable.

is

Hanoi

Investment Law of

difficult.

The

Social
Analysis

Legal Analysis

Social culture still


influences
consumer behavior
of

Vietnamese

people.
Japanese

culture

affects strongly the


major

youth

and

General Environment Analysis


Economics
Analysis
The

Technological
Analysis

economy

showed

signs

of

Coffee

Technological
change

creates

recovery after the

opportunities

crisis.

new products.

Inflation

rate

in

The
technology

Interest rate had a

internet

decreasing trend.

television

Starting

new

for

of
and
which

use special effects

business

quite

for

easy

lower

through media.

cost

with

advertising

shop

consistent
many
climates

new

2014 is only 3-4%.

Environment
Analysis
is
with

weathers,
and

climate changes.

Specific Environment Analysis

Customers
Target
customer:
Target
customer:
Youths, otaku, cosYouths, otaku, cosplayer,
people
player,
people
interest
Japanese
interest
Japanese
culture
culture

Suppliers

Competitors

Choose
suitable
suppliers
and
building long-term
relationship

Direct
competitors:
Kissaten Coffee,
Caf K, Ciao Caf.
Indirect
competitors:
Passio Coffee,
Urban Station
Coffee, Caztus, etc.

Internal Environment Analysis


Materials

Machinery

Capital

Workforce
Recruiting people
aged 18 25 &
training them

Starting business
with the fixed
capital
500
million .

Determining the
cost
and
depreciated
of
machine we will
buy.
.

Putting
some
criteria materials
about quality and
cost.

SWOT Analysis
STRENGTHS

100% owners equity


Style is impressed
Good location
Reasonable prices
Good relationship with
experienced business

WEAKNESSES
New market penetration
Having not much
experiences
Not much finance
Supply is restricted

Opened demand
Potential customer
Increasing in demand
of learning Japanese
culture

OPPORTUNITIES
Strong competitors
Threat of substitutes
Change in customer
preferences

THREATS

Strategies Analysis

Develop diversified
products & services.

Open other branches in


the future.

Differentiation strategy:
create new and unique
products & services .

Differentiation focus.

Corpor
ate
Strateg
y

Competitive
Strategy

Marketing Plan
Period 1:
Entry

Occur in a month
Conducting market
penetration
Attract target customers

Period 2:
ser experience

Increasing brand awareness.


Designing program customer
experience.
Attracting more customers

Period 3:
mplifying brands

Amplifying coffee with Japanese


style.
Retaining existing customers and
attracting potential customers.

Marketing Plan
Target
marketing

Market position

Market
segmentation.

4Ps Strategy

Advertising

Inform

Persuade

POSM

Digital
Marketin
g

Remind
Viral
Marketin
g

Structure of Organization

Investors
(Managers)

Cashier
(2 people)

Bartender
(3 people)

General Required
Active
Active
Honest
Honest
Enthusiastic
Enthusiastic
Extraordinary
Extraordinary
discipline
discipline

Security
(2 people)

Waiter
(11 people)

Job Specialization
01
Waiter

02

Bartender
& Cashier

03
Security

Shift 1: from 6h30 to 11h 30


(4 staffs)
Shift 2: from 11h30 to 16h30
(3 staffs)
Shift 3: from 16h 30 to 22h (4
staffs)
Shift 1: from 8h to 16h (1
bartender, 1 cashier)
.
Shift
2: from 16h to 22h (2
bartenders, 1 cashier)

2 securities alternately

Salary for Employees


No
.

Kind of
Worker

1 Waiter

Numbe
r of
worker

Total
Total
Salary
Salary
Salary
(person/VND/month (VND/mont (VND/year
)
h)
)

11

1,300

14,300

171,600

Main
2 Bartender

6,000

6,000

72,000

Extra
3 Bartender

3,500

7,000

84,000

4 Accountant

3,000

6,000

72,000

5 Security

2,500

5,000

60,000

6 Bonus

18*200
Total:

3,600
38,300

463,200

Total Expense
No.

Titles
1 Rental cost

Year
1

240,000

240,000

240,000

240,000

240,000

Equipment and
machines cost

31,694

31,694

31,694

31,694

31,694

Repair and
Decorates cost

43,440

43,440

43,440

43,440

43,440

451,200

460,224

469,428

478,817

488,393

657,600 690,480

725000

761254

799317

4 Employees cost
5 Operative cost
6 Depreciation cost

Total cost

35,586

35,586

35,586

35,586

35,586

1,459,52
0

1,501,4
24

1,545,14
8

1,590,79
1

1,638,43
0

Total Revenues
No.

Titles

Number of customers

Year
Period
1-3

4-6

1
50

2 70

6-9
3

80

9-12
4

905

per day
1Number of
Main
customers

1,305
1500

1,409
2100

1,5222400 1,643 2700


1,775

per Revenues
month
2

Extra

Revenues
Expected revenue per
month (x1000
Total: VND)

360
75,000
1,665

360
105,000
1,769

360

360

120,000
1882

2,003

360
135,000
2,135

Profit Analysis

No

Year

Titles

1 Total Revenues
2 Total Costs
3 Business license tax
4 Gross profit

1,665

1,769

1,882

2,003

2,135

1,460

1,501

1,545

1,591

1,638

204

267

336

411

496

103

124

308

372

5 Business tax (25%)


6 Net profit

204

267

396

Profit Analysis

THANK YOU!!