Executive Summary-inspirational Grounds

Inspirational Grounds ( INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE )

1. Executive Summary Inspirational Grounds will provide a relaxing, fitness-focused, neighborhood-centered place with freshly roasted coffee, specialty drinks, and good books on motivation, yoga, personality development and refreshing classical Indian and western music. Inspirational Grounds is the answer to an increasing demand. Our target market wants: •

Neighborhood businesses in Indian metro cities

•

Great coffee at a competitive price

•

A comfortable place to socialize with others with similar interests

Inspirational Grounds' goal is to provide the community with a social, entertaining atmosphere where neighbors can meet each other in a neutral, non-denominational setting. This proposal is prepared to obtain financing in the amount of Rs.10,00,000. The supplemental financing is required to prepare the selected site, purchase equipment, and cover expenses during the first year of operation. This financing will allow Inspirational Grounds to successfully open and maintain operations. The large initial capital investment will allow Inspirational Grounds to provide its customers with an inviting atmosphere and quality products. A unique, upscale and innovative environment is required to provide customers with an atmosphere that will create socialization. Successful operation in year one will provide Inspirational Grounds with a customer base that will allow it to be self sufficient in year two.

1.1Mission As people are becoming more interested in their personality development and fitness side, a neighborhood shop with excellent freshly roasted coffee and non-denominational motivational books and tapes is a welcomed alternative. Inspirational Grounds is a specialty beverage establishment focused on providing freshly roasted coffee beans, coffee/espresso drinks and information to enhance our customers' self-discovery related experience. We also understand that coffee drinkers interested in growing interest on personality development and fitness want a destination, not just a location; we provide them with the best of both. Our goal is to be the destination for the coffee drinkers seeking a non-secular environment in the Cities area. People of all ages and backgrounds will come to enjoy the unique upscale, educational, motivational and innovative environment that Inspirational Grounds provides. We believe it is important to remain an active member of the community and to impact our customers' lives in more ways than the selling of specialty drinks. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

1.2 Objectives Inspirational Grounds' objectives for the first three years of operation include: •

The creation of a unique, upscale, innovative environment that will differentiate Inspirational Grounds from local coffee shops.

•

To make Inspirational Grounds the destination for quality coffee in a welcoming atmosphere for people who are serious about their coffee and growing in their personality.

•

The formation of an environment that will bring people with diverse backgrounds and interests together in a common forum.

•

To be an active and vocal member of the community, and to provide continual reinvestment through participation in community activities and financial contributions.

•

Consistently providing excellent specialty beverages, bakery items, inspirational books, and music.

1.3 Keys to Success The keys to the success for Inspirational Grounds are: •

The creation of a unique, innovative, upscale atmosphere that will differentiate Inspirational Grounds from other local coffee shops and future coffee shops.

•

Fresh Coffee roasted on-site daily will give customers a unique experience as well as excellent product.

•

Selling beverages and products that are of the highest quality.

•

The creation of an environment that won't intimidate the motivational seeker. Inspirational Grounds will position itself as an educational resource for individuals wishing to learn about the benefits of growing needs of personality development and fitness.

•

The establishment of Inspirational Grounds as a community hub for socialization and entertainment.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

2. Company Summary Inspirational Grounds will offer great specialty beverages and easy access to exciting motivational information. Inspirational Grounds sells quality products and provides excellent customer service for coffee lovers and persons looking to enhance their motivational experience. We are looking to lease at least 20 retail stores in the fifth year of our business which we will use to market and merchandise our products. In the first year, we will open our outlet in the Park Street area of Kolkata. This is one of the most busiest and posh areas of Kolkata city. Our book and music selection and helpful staff will appeal to the audience that is seeking to grow and learn how to develop a fabulous personality in this age of uncertainty. This invigorating aspect will attract younger and elderly members alike who are gaining interest in their personality. The location will provide easy access from most points of origin throughout the City area for those who will recognize Inspirational Grounds as a destination point, as well as provide local community residents with convenient access to freshly roasted coffee.

2.1 Start-up Summary Inspirational Grounds' start-up costs will cover coffee, espresso, and specialty drink making equipment, micro-roasting equipment, training, site renovation and modification, capital for operating expenses in the first year, and the inventory necessary to provide customers with the information needed to grow. A large portion of our start-up requirements will go towards the purchase of specialty drink equipment from Espresso Services, Inc. Our long-term assets will include: •

One espresso machine

•

One micro-roasting system

•

an Espresso grinder/doser

•

water filtration system

Expensed equipment includes: •

A Bulk grinder for drip coffee

•

Single airpot brewer

•

Smoothie blender

•

Minor additional equipment

Additionally, we need funding for initial inventory, both for the coffee shop side of things and the other specialty merchandise, books, and music. The site Inspirational Grounds chooses will require funds for renovation and modification.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

2.2 Espresso, Coffee Drinks & Cold Beverages The Straight Shot - The foundation of every espresso beverage; served in a demitasse, when consumed alone. It will be sold around Rs.60 Espresso Macchiato - Espresso served in a demitasse with a small amount of foamed milk on top. It will be sold around Rs.75 Espresso Con Panna - Variation of the Macchiato substituting whipped cream in place of the foamed milk. It will be sold around Rs.70 Caffé Americano - A single or double shot of espresso is combined with hot water from the espresso machine. This produces a smoother and fresher (as well as hotter) cup of coffee than conventional brewing. It will be sold around Rs.90 Cappuccino - Espresso mixed with foamed milk upon the pour; can be garnished with shaved chocolate. It will be sold around Rs.110 Caffé Latte - Espresso mixed with steamed milk, and topped with foamed milk; can be garnished with shaved chocolate. It will be sold around Rs.100 Mocha - Espresso, steamed milk, and chocolate syrup, usually topped with whipped cream and chocolate shavings. It will be sold around Rs.100 Ethiopian Qahwah - Delightfully flavoured and aromatic with dark chocolate overtones. It will be sold around Rs.90 Kenyan Safari - With the bright, striking flavour of blueberry. It will be sold around Rs.120 Cold Sparkle - Chilled coconut - flavoured coffee. It will be sold around Rs.80 Tropical Iceberg - Chocolate flavoured coffee with crushed ice. It will be sold around Rs.75 Arabian Heights - Distinct flavour of cardamom, stimulating from the first sip. It will be sold around Rs.100 Tropical Temptation - Tropical Ice Burg with Whipped Cream. It will be sold around Rs.100 Iced Eskimo - A chiller to the core. This is as good as coffee can get. It will be sold around Rs.65 Cafe Frappe - Ice cream and coffee blended to smooth, creamy perfection. It will be sold around Rs.80 Almond Frappe - Almond Flavoured rich, Creamy Cold Coffee with Whipped Cream, garnished with almond flakes. It will be sold around Rs.130 Devils Own (frappe+ choc. Sauce + cream) - A smooth blend of cream & coffee, drenched with Chocolate sauce,topped up with a shot of Whipped Cream and Coffee beans. It will be sold around Rs.130 Assam Tea - Premium tea from the misty hills of Assam. It will be sold around Rs.25 Masala Chai - For that ethic feel Lemon 'n Ice Tea. It will be sold around Rs.20 Strawberry Ice Tea- It will be sold around Rs.50 INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

Hot Lemon Tea- It will be sold around Rs.20 Mango Colada - It is a mango smoothie with a real taste of garden fresh Mango. It will be sold around Rs.40 Strawberry Colada - A rich strawberry shake. With whipped cream. It will be sold around Rs.50 2.3 Flavor-Based Drinks Hot Chocolate and Steamers - These drinks are made like lattes and mochas without the addition of coffee. Flavored syrups are added to steamed milk and may be topped with whipped cream at the customer's request. It will be sold around Rs.100+extra cost for whipped cream. Italian Sodas and Creamosas - An Italian soda is a combination of flavored syrup and high quality carbonated mineral or soda water, served over ice. A creamosa is an Italian soda with heavy cream or half & half added and gently stirred to making a swirled appearance in the drink. It will be sold around Rs.120 Granita - An Italian style granular ice drink similar to a slushy but much more dense in consistency.Granita flavors are usually coffee or fruit based. It will be sold around Rs.100. 2.4 Books and Music Books - The most popular titles will be stocked in limited supply. Will be sold at MRP. Music - Inspirational Grounds will carry the finest in contemporary Classical Indian and Western music. Will be sold at MRP. 2.5 Bakery and Food Items Inspirational Grounds will also offer its customers a variety of baked goods, including pastries, cookies, and cakes. Bread for sandwiches and buns for soup will also be secured. Negotiations with several local bakeries are now underway. Quality and consistency will be the determining factors for this decision. Here is few snacks which will be available throughout the counters: VEG items: Veg Samosa, Veg Puff, Veg Quiche, Veg Pizza, Veg Croissant, Veg Burger, Veg Masala Sandwich, Veg Submarine, Potato Cutlets, French Fries, Veg Kathi Roll, Foccaccia veg sandwich, Spicy veg sandwich, Multi Grain Veg sandwich, Veg Ciabata. NON VEG items: Chicken Samosa, Chicken Puff , Chicken Ciabatta, Chicken Quiche, Chicken Wraps, Chicken Pizza, Chicken Croissant, Chicken Burger, Chicken Sandwich, Chicken Masala Sandwich, Chicken Puff Roll, Chicken Kathi Roll, Garlic Chicken Sandwich, Chicken Tikka Sandwich, Chicken Submarine, Multi Grain Chicken S/W, Foccaccia Chicken sandwich. Those items price may vary from Rs.35 to Rs.80. In addition to that we will also sell freshly baked/roasted coffee beans to our customers.

2.6 Competitive Comparison Inspirational Grounds will be unique in the vicinity. Not only will Inspirational Grounds differentiate itself from the strictly-coffee cafes by providing its customers with a theme based INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

on sound motivational and yogic principles, we will also be the first independently-owned, urban store to roast its own beans on-site, providing the customer with a unique experience in a welcoming environment.

2.7 Sales Literature Inspirational Grounds will use print advertising and sales programs to get the word out to customers. Fliers will be distributed throughout the City area to chambers of commerce, tourism council offices, hotels, neighborhood stores and shops, yoga centers, gyms, schools, and other areas one month before the grand opening. Newspaper advertisements in leading newspapers will be used to attract customers with grand opening offers, as well as 500 door-to-door flyers offering a free drink.

2.8 Sourcing Inspirational Grounds has associated itself with the finest coffee supplier such as Starbuck, Nestle and Bru.

2.9 Technology The technology Inspirational Grounds is dependent upon is the micro-roasting equipment it will use to roast the beans on-site. This equipment is serviced through the supplier; Espresso Services, Inc. Inspirational Grounds will also use its own website to advertise specials and events, and to post the monthly menu and talent offerings. We will use email to communicate with customers wishing to sign-up for email specials. The system has a battery back-up in case of power surges and temporary power losses. The Inspirational Grounds' logo will be trademarked although the beverages will not be protected.

2.10 Future Products As Inspirational Grounds grows, more features will be added to the existing store. A key part of this is the addition of live entertainment. This entertainment will be in the form of Classical singers (both Indian and western), poetry readings, motivational speakers, yoga and fitness instructors and local musical Artists. These additions complete the vision for Inspirational Grounds, and provide its customers with a place for socialization, relaxation, self-discovery and reflection.

2.11 Location It will be located in Park Street, one of the busiest parts of Kolkata city. Later on, after 5 years it can be opened in the 20 major cities of India as a Retail coffee bar chain. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

3. Market Analysis Summary Inspirational Grounds is faced with the exciting challenge of being the first-mover in the motivation and fitness focused coffee house and roaster market. The consistent popularity of coffee and specialty drinks, combined with the ever growing and ever profitable personality development bookselling and music market, is a winning concept and will produce overwhelming results. Our target market includes coffee drinkers, motivational and yogic seekers and local neighborhood residents.

3.1 Market Needs Current trends indicate that the demand for coffee will increase in the upcoming years. The personality development book and music business is expected to continue to grow.

3.2 Industry Analysis The retail coffee industry in the Indian Cities experienced rapid growth at the end of the 90's and is now moving into the growth stage of its life cycle. Many factors contribute to the demand for excellent coffee and specialty beverages in India. The climate in India is extremely conducive to coffee consumption; coffee consumption increases in winter months. Current trends in the metro cities reflect the popularity of fresh, quality coffee and specialty drinks. The popularity of motivational, yogic and classical music entertainment is growing immensely as people are searching for the tools by which they can self-discover themselves during these uncertain times. Those who are familiar with classical music and book trends and sales are looking for authors and performers to keep up with the growing demand. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

Due to competition, cafe owners must look for ways to differentiate their place of business from others in order to achieve and maintain a competitive advantage. We realized the need for differentiation and strongly believe that combining freshly roasted coffee, a cafe, personality development and yoga books and music, and entertainment are the keys to success. The fact that no other such cafes are established in the Indian Cities presents Inspirational Grounds with a chance to enter the window of opportunity and take hold of a very profitable niche market.

3.3 Competition and Buying Patterns Inspirational Grounds will face competition on two fronts: coffee retailers and book & music stores. The good news is that Inspirational Grounds does not currently face any direct competition from other cafes in the market. There are no independently operated such kind of cafes in the Indian Cities.

3.4 Main Competitors The main competitors in the coffee house segment are Café Coffee Day and Barista outlets. And in the Music World and Planet M may provide a competition in the music business as they are very strong brands in the metro cities.

3.5 Industry Participants There are countless coffee wholesalers who could conceivably do business with Inspirational Grounds. These wholesalers distribute coffee and espresso beans to restaurants and retailers. Competition in this industry creates an even amount of bargaining power between buyers and suppliers resulting in competitive pricing.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

4. Strategy and Implementation Summary Inspirational Grounds uses a strategy of total market service. Our promise is in our uniqueness in the market and the products we sell, the people we attract, the atmosphere we create. We will create an atmosphere that lures the "motivational seeker." The "coffee lover" and others will come because of the quality and the atmosphere. Ultimately, we aren't selling either products or coffee. We are selling the experience. We want to be part of the community, part of their lives, part of the search for meaning. 4.1 Strategic Assumptions: 1. Every person is a potential customer and all potential markets experience growth. 2. Marketing to the soft needs of the customer will produce sales of products.

4.2 Value Proposition Inspirational Grounds will position itself as an upscale coffee house, motivational resource and entertainment provider. It will serve on-site roasted, high quality coffee and espresso, as well as specialty beverages at a competitive price. Due to the number of coffee shops in the metro cities, it is important that Inspirational Grounds set competitive prices for the freshly roasted coffee. Customers will see coffee as it roasts throughout the day, and they will be able to order coffee beans roasted to their specifications while they enjoy a beverage.

4.3 Competitive Edge The competitive advantage of Inspirational Grounds is threefold: Our uniqueness in the market - Inspirational Grounds will be the only motivational and fitness centered coffee shop in the Indian metropolitan area which roasts its own beans daily, sells quality coffee and espresso based beverages, and specialty drinks, along with inspirational classical music and books. Inspirational Grounds is upscale, not stuffy. Our community-based focus will be hard to duplicate, even if products and service are similar. Excellent Customer Service - Because competition in the specialty beverage market is high, Inspirational Grounds will work to ensure that each customer is treated in the same respectful manner as the next. Technology will play a key role in ensuring that our customers get that special one-on-one feeling they might experience at a high-end retail store. Our Sale system will not just ring orders, but keep key data on customers' previous purchases in the area of freshly roasted coffee. In this manner, sales staff will know about the customer's buying habits and INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

tastes, and will be able to make suggestions for purchases that will likely result in increased sales and make the customer feel special. Excellent service in a community focused environment will be a unique undertaking. We will ensure that Inspirational Grounds is a fun place for people to gather. We will ensure that each employee understands the fundamentals at the base of any successful service organization. Quality - We are committed to serving only the best quality beans and beverages. Moreover, the training the staff receives will ensure that the art of espresso making is understood. There is more to a good espresso than the beans and the machine. At Inspirational Grounds, we understand it, and will ensure our customers do as well. It's the combination of these three elements that make up the competitive advantage of Inspirational Grounds.

5. Marketing Strategy Inspirational Grounds' marketing strategy focuses on the key elements of the target markets' soft needs, and the focus of the venture. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

Soft Needs: •

Personality and Fitness Growth

•

A place of belonging

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Learning & communication

Venture Focus: •

On-Site Roasted Coffee

•

Community Involvement

5.1 Pricing Strategy Pricing in this industry is very competitive. The price of freshly brewed coffee and specialty beverages doesn't vary by more than a few Rupees between the corner coffee shop and the large 3 chains. The price of roasted coffee beans can vary. Larger chains, having the benefit of volume, can charge slightly lower prices per kilogram. Inspirational Grounds will charge a slightly higher price as our coffees are freshly roasted on-site daily. Inspirational Grounds will roast its coffee to maximize the flavor of the specific bean. We will also roast coffee to the customer's specifications. This strategy of bringing the customer in to the whole coffee experience, gives the customer an additional service, for which a slightly higher price will not be deemed excessive. Whereas, the books and music CDs will be sold at exactly same as the market price and even on discounts for a volume purchase in the upcoming days.

5.2 Promotion Strategy Inspirational Grounds will use several ways to reach new customers. We will leverage schools and colleges, yoga centers, community organizations, print ad, internet advertising and word of mouth. 1. Advertising--We'll be developing our core positioning message: “Inspire yourself with the warmness of coffee." to differentiate our service from the competition. 2. Internet Advertising--As customers come in, they will be asked if they wish to sign up on our internet mailing list. Special promotions will be available only through Internet "coupons." 3. Media--Inspirational Grounds will work with local media on several different personality development programs and classical music shows.

5.3 Positioning Statement For the people who needs a place to seek, have fun, relax, and enjoy quality beverages, Inspirational Grounds is a place to feel welcome, special, informed, and energized. Inspirational Grounds meets the needs of this market. Unlike the other coffee shops in the metro area, Inspirational Grounds has character and a purpose. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

For the neighborhood, Inspirational Grounds brings a positive message with a community centered focus. This is a place where all are welcomed and embraced with a warm greeting and hot coffee. The look and feel of the shop will ensure that anyone who walks through the door feels right at home. We want our customers to learn about coffee, and experience quality first hand.

5.4 Sales Strategy The trained baristas at Inspirational Grounds will handle the sales transactions. To speed up the customer service, at least two employees will be servicing clients--while one employee prepares the customer's order. All sales data logged on the computerized point-of-sale terminal will later be analyzed for marketing, Cost of Sale, and volume purposes. In order to build up its client base, Inspirational Grounds will use banners, fliers, postcards and other advertising, utilize customer referrals and cross-promotions with other businesses in the community. At the same time, we will use customer retention programs like drink punch-cards to make sure the customers are coming back and spending more at the coffee bar.

5.5 Sales Forecast Inspirational Grounds is taking a modest approach to forecasting. Inspirational Grounds is forecasting a 20% average growth (industry growth is around 40%). With our unique product and service offerings, along with our aggressive marketing strategies, the sales forecasts are actually on the conservative side.

6. Web Plan Summary Inspirational Grounds will use its own website and other websites who provide sponsored ads to advertise specials and events, and to post the monthly menu. We will maintain a confidential email list to communicate with customers wishing to sign-up for email specials.

Although we would eventually like to institute an on-line ordering system, we realize this development may have to wait until the business is firmly established and has sufficient cash for designing and maintaining these dynamic features. Online ordering will not only increase sales geographically, but allow Inspirational Grounds to utilize the full spectrum of its POS(point-ofsale) system's capabilities.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

7. Financial Plan Inspirational Grounds is basing projected sales on the market research, industry analysis and

proximity of other coffee houses in the area. We are looking to obtain 30% of the market share. The cost of goods sold is based on the price list of Café Coffee Day, and is consistent with costs in the coffee and espresso industry. The cost of the bakery items and candies is 50% of the selling price.

7.1 FINANCIAL PLAN (For the 1st Year of Operation) We will be opening our first outlet in the Park Street, Kolkata. This project can be started off in rented room. The Financial calculations and the cost estimations are shown below:

7.11 WORKING CAPITAL: Self to start up: Rs 10 lacs (since bank may not come forward in the very 1st year) INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

7.12 FIXED COST per year 1) WAREHOUSE = 1000 sq feet X @Rs. 6/-x 12 months = Rs.72000/2) OUTLET = 300 sq feet X @ Rs 20/- X 12 months

=Rs.72000/-

(FURNISHED) 3) ADVERTISEMENTS and OFFERS per year

= Rs.50000/-

4) WEBSITE AND INTERNET COST per year

= Rs.25000/TOTAL =Rs.219000/-

7.13 ONE TIME/ LONG-TERM INVESTMENTS: 1) 2) 3) 4) 5)

6) 7) 8) 9)

DECORATION COST = Rs.20000/ESPREESO AND COFFEE MACHINES = Rs.15000/REFRIGERATORS = 2nos/outlet @ Rs. 20000 = Rs.40000/MICROWAVE OVEN = 2nos/outlet @ Rs. 8000 = Rs.16000/JUICER, MIXER, GRINDERS = 2nos/outlet @ Rs. 5000 = Rs.10000/MICRO-ROASTING SYSTEM = 1 no@ Rs. 20000/- = Rs.20000/COFFEE CUPS, PLATES AND CUTLERY SETS = Rs.20000/DVD PLAYER and MUSIC SYSTEM =Rs.10000/CD PLAYERS(mounted on walls)- 2nos @Rs.2000 =Rs.4000/TOTAL =Rs.155000/-

7.14 VARIABLE COST: 1) STORE-KEEPERS = 3nos @ Rs.7000/-pm X 12 months

=Rs.252000/-

2) SECURITY cum GATE-KEEPER= 1no@ Rs.3000pm

=Rs.36000

3) ELECTRICITY = @Rs 4000/-pm X 12months INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

=Rs.48000/-

4) TELEPHONE BILL [email protected]/-pmX 12 months

= Rs.36000/-

5) MISC

=Rs.20,000/TOTAL =Rs.392000/-

7.14 COST OF RAW MATERIAL (Espresso, Coffee, Snacks, Books, Music etc.)Rs.2430000/-(estimated keeping an eye on estimated total sales)

7.15 FINANCIAL ANALYSIS As per our estimation and market study, coffee shops can have sales minimum of Rs.270000 per month which gives annual sales of Rs.3240000. 25% profit margin will give us around Rs.810000. (estimating that on an average each day 30 customers will come and will have a transaction of Rs.300 with us; according to CCD sources, they take minimum 70 customers will have a transaction of Rs.300 each). We have also extended product line than CCD as we will sale books along with music CDs and DVDs.

7.2 FINANCIAL PLAN for 2nd Year

Target: ➢ No increase in the Fixed Cost ➢ Increase Sales upto Rs.4500000 INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

➢ Restrict the increase of variable cost up to 15% of the 1st year.

3rd / 4th & 5th YEAR

➢ Sales should be up by 20% per year ➢ Expenses should go up @ 20% maximum every year. ➢ At the end of the 5th year- Approach Bank for loan for making permanent office & Retail chain outlets in at least 20 major cities of India.

7.3 Break-even Analysis For our break-even analysis, we assume fixed costs of approximately Rs.374000 for the first year of our operation, which includes our full payroll, rent, and utilities, and an estimation of other running costs. Variable cost will be around Rs.392000 for the first year. As per our minimum sales estimation we will earn a profit of Rs.810000 in the first year of our operation. According to breakeven point theory, we will achieve our breakeven point immediately after the six month of our operation. Exactly the breakeven figure will be 6 months and 8 days.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

8. SWOT ANALYSIS 8.1 Strength • Creation of a unique coffee house which can be differentiated from the other existing coffee houses. • Creation of a new niche market. • First mover in this niche market. • Extremely new kind of relaxing environment which is earlier not available in other coffee houses. • Product line almost same to other coffee houses. Moreover, prices are less than other competitors at least by 10-15%. • On-site roasted coffee beans available. • Break-even point can be achieved immediately after 6 months of its first year of operation. 8.2 Weakness • Psychological constraint may work against it as it is the first coffee house of its kind. 8.3 Opportunity • Community Involvement, Personality and fitness growth learning’s can one of most important opportunity. • Every person is a potential customer and all potential markets experience growth. • Location of the store is very crucial as it is in the busiest area of Kolkata and will attract attention of customers as well as media too. • Can be one of the favorite coffee houses of people all over the major cities of India in the coming years. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

• Ever increasing interest over personality development and fitness growth. 8.4 Threats • Well established brands like Café Coffee Day and Barista can be one of the major threats. • Brand loyalty of Café Coffee Day. • Music World, which is present in Park Street can be a threat to its music business. • First food giant “Flurys” can be another threat to its first food business.

9. QUESTIONNAIRE FOR SURVEY 1. How often do you visit a coffee bar? a. b. c. d.

Once a day Once in a week Once in a month Very rarely(after more than a month)

2. What are the various brands of coffee bar you know? a. b. c. d.

CCD Barista Nescafe outlets Others(Specify)

3. Are you satisfied with the service and ambience of your favorite coffee bar?

a. b. c. d. e.

Very satisfied Satisfied Somewhat satisfied Somewhat dissatisfied Dissatisfied

4. If somewhat dissatisfied or dissatisfied, then what may be the reason? INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

------------------------------------------------------------------------------------------5. Are you interested in a coffee bar which has inspirational and yogic and fitness books with classical music playing all over? a. Yes. b. No. 6. If a coffee bar with those facilities is opened how many times at least you visit in a week? a. More than twice a week. b. Twice a week c. Once a week d. Once a month. e. Never

7. a. b. c. d.

What kind of future prospect you predict for those value-added coffee bars? Excellent Good Average Poor

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

10. ANALYSIS OF THE FEEDBACK OF QUESTIONNAIRE 1) How often do you visit a coffee bar?

2) What are the various brands of coffee bar you know? Almost all, 30 respondents know about CCD, Barista and Nescafe outlets. 3) Are you satisfied with the service and ambience of your favorite coffee bar?

4) If somewhat dissatisfied or dissatisfied, then what may be the reason? Out of 13, nine of them told that they don’t like the ambience. Whereas, three of them complained about the slow service and one respondent told that he don’t like the products offered by them. INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

5) Are you interested in a coffee bar which has inspirational and yogic and fitness books with classical music playing all over? 24 respondents out of 30 told that they are interested in those kind of new coffee bar service offerings. 6) If a coffee bar with those facilities is opened how many times at least you visit in a week?

7) What kind of future prospect you predict for those value-added coffee bars?

11. CONCLUSION From the above analysis of feedback, it is quite obvious that a motivational and yogic coffee bar like “INSPIRATIONAL GROUNDS” will have a very good demand in the market in the future and will have a very strong consumer base. The ambience will be its main mantra for it’s over whelming success in the industry. It will serve its customer like a very much loyal brand and customer loyalty will be the core of our brand promise with excellent product and service offerings in a awesome atmosphere.

Plan by: Mausam Choudhury MBA-I, KIIT School of Management,Bhubaneswar. E-mail:[email protected] Contact No: +919178172450

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE