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SOUTHEAST UNIVERSITY

AssignmentOnEntrepreneurshipPrepared forAfsana AmanLecturer, Southeast University

Prepared by1. Anik Saha2.MD Fayj Ullah

Date- 31July2013Table of Content

* Introduction* Acknowledgement* Executive summary* Object* Mission* Key to success* Service* Company summary

* Ownership* Start-up summary* Company locations and facilities* Product* Product description* Competitive Comparison* Sales Literature* Sourcing* Technology& protection* Future Products* Market Segmentation* Target Market Segment Strategy* SWOT Analysis:

* Market Needs* Market Trends* Market Growth* Industry Analysis* Competition and Buying Patterns* Main Competitors:* Market Analysis Summary* Strategy and Implementation Summary* Competitive Edge* Value Proposition* Sales Strategy* Sales Forecast* Marketing Strategy

* Sales Programs* Positioning Statement* Pricing Strategy* Promotion Strategy* Marketing Programs* Strategic Alliances* Management Summary* Organizational Structure* Personnel Plan* Management Team


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* Management Team Gaps* Financial Plan* Important Assumptions* Projected Cash Flow* Key Financial Indicators* Projected Profit and Loss* Business Ratios* Conclution

* IntroductionLearning knowledge becomes worthy and useful when it is implemented in the practical field. That is why learned people say theoretical knowledge tests its perfection with application or Theoretical education must be backed by real life practice. The importance of practical knowledge along with academic education is increasing day by day. For this the assignment has been introduced as an integral part of the degree of Bachelor of Business Administration (BBA). We are very muchdelighted to have the opportunity to prepare this assignment.We were assigned to prepare an assignment on Entrepreneurshipof coffee shop. WE have applied for our best effort to analyze the relevant information, conversation, web page information, journal, reference, relevant booksand data. In spite of time limitation and other difficulties, we have tried ourlevel best within the shortest possible time to cover all the significant aspects of the topics.* ACKNOWLADGEMENT

At first we would like to thank our GOD. Then we would like to thank our teacherAfsana Aman lecturer of southeast university. We would like to thank all of ourpartners who have given their time and expertise to review the symbols and materials. Their careful analysis and detailed feedback has enabled us to produce asuccessful set of modified symbols.for such kind of assignment we have learnt many thing for our job or business sector whice are to much beneficial for us.

Executive SummaryThat is aimed to assist a new venture of running a coffee shop in Dhaka city. Hence, based on an analysis of the potential of the others local coffee shop witha focus on the Dhaka city market, its creative business idea is formulated withsome new concepts. Correspondingly, a business plan is generated to describe anappropriate direction for the venture.

It is remarked that Dhaka city is a highly potential market for coffee shop. Itis believed to operate profitably there. Obviously, the business might take timeand money with several challenges ahead but it is necessary for the case company to get it off the ground to actually implement and exploit the prospective market. This business idea is the first spark of entrepreneurship as all entrepreneurs start with an idea. However, to make the idea successful, it must be firstlyconverted into a business concept, which requires an expanded and complete exploration of the original idea. In other words, the concept is regarded as the answer of the question What business are you in? It is always designed by four components: features, benefits, sales channels and uniqueness.Now, our CAF VENUS is a full-service cafe place fixedin Uttara, sector-3 in Dhaka. The cafe features a full menu of moderately priced "comfort" food influenced by American and European standard coffee and tea habit traditions, but based upon

time honored recipes from around the world. The cafe section of CAF VENUS features a coffee bar with a dessert, magazines, and live music performers and a tinyart gallery.The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet casual coffeehouse experience for customer who enjoys the coffeespots and entertainment venues. It will be an affordable venture for patrons, one that will encourage them to return on many occasions. The menu will feature hearty fare of the type that is frequently out of the reach of the typical young professional...out of reach because time frequently prevents her/him from makingcoffee for recharge themselves like those featured on our menu. We strongly belief that high quality of product, services, lay-out design, features, technology,


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customer selection, promotions, proper human resources, market research/analysis, market segmentation and proper strategic business agenda will be our main capital.Our major concentration is customer demand as well as satisfaction. Moreover, InDhaka there are so many caf in existence already when as its seem difficult to start a new venture without brand reputation so competitor is another fact for ournew venture. We also take a study chart for sales forecasting. Meantime we alsoconscious about our product protection such The CAF VENUS logo is protected by government trademark laws. All of our menu creations will not necessarily have the same protections, however, when possible, popular "trade-names" will be protected. The business of The CAF VENUS is not dependent upon process technology or patentable inventions.Ours caf plans added automatic machine use for making coffee, which already pre-order from abroad. We plan to provide online banking facilities, Wi-Fi and fullyair conditioning facility for our customer. The CAF VENUS authority establish a relationships with various kind organization and University, these institutions offer many opportunities for catering/special event privilege especially some organization are based on night service like radio, TV, call center etc. We plan tooffer especial package of coffee for them.Our venture will be partnership form which operated and managed by Mr. FayejUllah and AnikSaha. The members of the company AnikSaha property of share(55%) and the Mr. FayejUllah (45%).This business plan offers financial institutions an opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business

start-up, establishing favorable sales numbers, gross margin, and profitability.This plan includes chapters on the company, products and services, market focus,action plans and forecasts, management team, and financial plan.

Objectives* Sales approaching and surpassing 60,000,00 by the end of the first year.* Targeting and maintaining a net profit of at least 14% by the second year.* To cultivate monthly sales to reach (2000000) by the end of the fourth monthof operation, and (6000000) monthly by the end of the first year of operation.MissionThe CAF VENUSshop concept is built upon the success foreign trip in Europe many casual dining and coffeehouse venues. Located in the Rome the capital of Italy an

d also various coffee shop in Barcelona adjacent to the on Uttara residential loft development, The CAF VENUS will provide accessible and affordable high qualitycoffee-based products, and entertainment to the thousands of residents and hotel visitors located within a two storiedduplex house .the name of the house DCOR VILLAthis house are too much popular in Uttara and also location of house, aristocrat people come here for spend their free time, beside the house there have a biglake with sweet fresh air In time, The CAFE VENUS house will establish itself asa "destination" of choice to the many residents of the greater Uttara area, aswell as numerous out-of-town visitors.The establishment will provide a "complete, high-quality" evening experience forthose searching for something that is rapidly becoming popular among Uttara. Not only will patrons be able to dine on "comfort" coffee based upon time honoredrecipes from the world over, that will do so in a facility containing ample pati

o space for a favorite pastime of Uttaras people: alfresco dining. Patrons will also have the option of enjoying coffee, desserts, and live entertainment in TheVENUS CAFE or, a relaxed game for enjoyment.The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet casual coffeehouse experience for the many Uttaras people and visitors who frequent the Dhaka city's casual drinking coffee spots and entertainment venues. Itwill be an affordable venture for patrons, one that will encourage them to return on many occasions. The menu will feature hearty fare of the type that is frequently out of the reach of the typical young professional...out of reach becausetime frequently prevents her/him from making coffee for recharge themselve like


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those featured on our menu.Finally, and quite significantly, The CAF VENUS will provide a much needed neighborhood-based retail some food operation that is currently unavailable in Uttaraand also Dhaka city . Not only is it projected that the business will generate 12 new jobs, the partnership responsible for creating The CAF VENUS will generateadditional revenue specifically dedicated to assisting in its efforts to bring affordable housing, new jobs, and commercial activity to the developing country.Keys to SuccessThe keys to success in this business are:* Product quality: Food, coffee-based beverages, and entertainment are our products. They must be of the high quality and value.

ServiceOur patrons are paying to have a good time. Their experience will suffer if service is not of the highest caliber. Each member of the staff will be courteous, efficient, and highly attentive.Company SummaryThe CAF VENUS is a coffeehouse facility located in a renovated house immediatelyadjacent to the Uttara. The CAF VENUS derives its name from two close friends ideaAnikSaha and Fayj Ullah architecturally this cafe will serve as a beacon/locator fr our facility as it towers overUttara residential and business district.The facility is bordered by Nazrul Avenue to the south and street to the north.Residential live/work townhouses are planned for construction across the streetfrom, and adjacent to, The CAF VENUS on Nazrul Shoroni

Company OwnershipThe CAF VENUS house are partnership form and operated by two recent graduate fromSoutheast University ,the business liability managed by Fayj Ullah and Anik Saha, a resident of the empowerment zone. The members of the company Anik Saha property of share is (55%) and the Fayj Ullah (45%).Start-up SummarySince the business property is located in an enterprise zone, property taxes onthe property are abated for the initial years covered by the business plan. Theowner/general manager will be responsible for maintaining profit and loss that will cover the loss of the building and all of its contents, as well as insurancecovering business interruption and death or injury to our two partner as well as.

Cash in hand: 7500000House expenses: 100000Advance: 1000000Furniture cost: 2500000Decoration cost: 1200000Human resource: 80000Technology: 150000Machine: 1000000Product cost: 400000Insurance: 50000Trade license: 500000Marketing & Promotions: 300000Others: 200000

* Company Locations and FacilitiesThe CAF VENUSE will be located in a newly renovated facility designed by the architectural firm of DOM INO.The facility will be divided equally between the coffeehouse/entertainment function. The restaurant will feature dining room seating for approximately 100 patrons and flexible indoor/outdoor patio seating for an additional 40 patrons. The coffeehouse will provide a full-service dine-in and carry-out coffee-based beverages, as well as a dessert bar. The coffeehouse portion of the business will alsocontain a full-service bar, a big entertainment stage, and magazines and newspa


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pers available for purchase. The coffeehouse will maintain ample indoor/outdoorseating under a covered patio space.The facility's perimeter will feature a simple garden and internal environment of building which will provide comfortable waiting areas during the warm weathermonths.Finally the eastern end of the Sweet Uttara Residential area the centerpiece ofthe grounds immediately adjacent to the proposed business. This area, constructed in long time ago, features extraordinary cathedral-like interior space. It isour hope that our construction plans will support dramatic lighting of the towerafter sundown, creating a rather visible nighttime landmark for northeast people of Dhaka.* Marketing: We will need to target our audience early and often. While the business is located in a central and accessible location, many people will have tobe re-introduced to the neighborhood surrounding the Historic place.* Management: We will need to have a firm grasp on food, beverage, and labor costs. The entertainment/coffeehouse experience must be delivered in a fashion that will not only inspire repeat business, but encourage word-of-mouth recommendations to others. Proper inventory, employee management, and quality control are key.

ProductsThe CAF VENUSE is a coffeehouse venue that sells moderately-priced. The venue features brewed coffee and espresso-based beverages, testy colorful ices, some fruit smoothies and juices, and other beverages typically associated with a coffee s

hop. A dessert bar will serve a range of freshly prepared desserts, as well as baked goods associated with breakfast.Cafe offerings contain both carry-out and dine-in menu selections, while eveninghours will accommodate full-service dining and Spanish tapas thats mean somethingeaten or drunk before or at the beginning of a meal in order to increase the appetite service, a full-service bar and light, weekend, live entertainment.Reflecting a target niche market, a limited selection of out-of-town newspapers,as well as art, architecture, cinema, design and lifestyle magazines will be sold. Additionally, the venue will feature art and products made by artists, providing a cross-selling opportunity.Product DescriptionThe CAF VENUSE menu will feature a selection of somedishes influenced firstly Bengali tradition also American and European coffee traditions. Whether South Ameri

can, Caribbean, Mediterranean or African, the menu of items will have an identifiable local origin and/or influence.Specialty coffees, espresso-based drinks, desserts and pastries, and light sandwiches will be available in the coffee shop.There are available various premium kind of coffee thats make difference from other competitors, coffee bean are have been collect from directly BRAZILGenerally, Standard appetizer offerings will be available in the coffee shop andpatio area through the all-time basicallyits based on coffee.Niche-magazines and newspapers will be readily available for purchase by the venue's patrons.Musical offerings will span jazz, Latin, and urban musical traditions. The performance space will also offer ample opportunities for space for an artist, poet,reader, etc. When not in use as a stage, the space will double as a customer sea

ting area with tables and chairs.There are different types of coffee, drinks and light foods, they are listed below:Coffee Drinks/ Ice-cream Light foodsCoffee (Regular)Coffee (blended by CAF VENUS) Soft drinks Tiny sandwichCoffee (Black) Orange hippo Tiny pizzaCoffee (Milano Blend) Apple hippo PastryCoffee (Mexican Blend) Strawberry sivosto Dark pastryCold coffee Mango hippo Rissoto


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Coffee (Bolivian Blend) Lime sivosto Chaomine Ice-cream Barista cuvv(Vanilla, Chocolate,Strawberry & others)Competitive ComparisonThe CAF VENUSE closest competitors, The Cosmo Caf (Baridhara); Coffee World (Banani); Caf Blues (Uttara); Caf Wave (Uttara); Caf 33 (Basundhora R/A); Maple Leaf Caf Gulshan); Xprees Roll Caf (Banani); The Indian Caf (DOHS)All these coffee shop providing the flavor of coffee from Europe, Latin, Roman,Cabbagetown Grill, and different feature fairly almost similarly priced menus and offerings with a notable traditional international influence but few items such Strawberry sivosto, Lime sivosto, Barista cuvv andRisotto is an upscale casualestablishment featuring item which different from others. American, northern Italian cuisine (the caf will currently undergoing a significant expansion).None of these establishments features a traditional coffeehouse atmosphere or live or recorded evening entertainment.Relative to the location of these establishments, The CAF VENUS is centrally geographically located. Its location will easily allow for patrons from these otherestablishments to finish an evening with dessert, coffee, drinks, and live music.Sales LiteratureA sample copy of a menu to be featured at The CAF VENUS is preparing in paradoxical appendix at the end of this document. Thats literature held by online advertisement, contact with loyal person, vianewspaper, and various kind offer for invite customer.

SourcingThe cafe will receive substantial discounts from artists and artisans participating in the manufacture of signature pieces of dinnerware, furniture, lighting, and sculpture to be featured at The CAF VENUS as part of a marketing agreement with merchants, the business will prominently feature their products in exchange for these discounted fixtures and equipment.Technology& protectionThe logoCAF VENUS is protected by government trademark laws. All of our menu creations will not necessarily have the same protections, however, when possible, popular "trade-names" will be protected. The business of The CAF VENUS is dependentupon process technology.Special machine use for make coffee that can be automatic coffee making high tec

hnology brought from abroad. Other technology those are any customer can order coffee via online via online payment. There have survey of people how they feel about coffee test and there,thats mean customer can vote there with the choice,also they can complain about any issue what they didnt like ever.also suggest with the proper idea.Future ProductsWhile The CAF VENUS will initially focus upon the, coffeehouse, and entertainmentfunctions located on the immediate grounds of the establishment, future expansion efforts will focus upon providing full-scale catering for events as well as other off-site venues.The CAF VENUS owner has established relationships with various kinds of top organization and University; these institutions offer many opportunities for catering/special event service. Especially some organizations are based on night service

like radio, TV,call center etc.we offered especial package of coffee for them.If business will become success we will opened other new branches around Dhaka city and other aristrocated area, where people are habited with such kind of itemand environment.Market SegmentationThe "Market Opportunity Analysis for Residential and Commercial Uses along the Uttara KaziNazrul Islam Avenue Corridor", makes the following points about food retail for The CAF VENUS at the on auburn site:To new and existing residences, including the affluent, and immediately Uttara neighborhood; a caf would be a destination space within the neighborhood.


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A coffeehouse would provide one of the best coffee and beverage opportunities for the more than 200,000/300,000 annual visitors to the Dhaka district.Location is close to employment centers or within retail corridor.Patrons and residents will provide primary support; secondary support will comefrom area residents and hotel visitors/conventioneers.Cross-selling opportunities exist with coffee beverages and magazines.The coffee shop and the magazines sold there will be positioned to fill a nichedemand for people interested in art, architecture, design photography, and homeand garden pursuits.Target market audience is a mix of residents, artists, patrons, in town residents, hotel visitors/conventioneers, and working class people.The immediate market area is within a four-mile radius of The CAF VENUS and includes the neighborhoods of northeast Uttara, southeast Uttara, Banani, Gazipur,Uttara highland, Little Five Points, Lake, Midtown, East Uttara, and adjacent neighborhoods.

Thats also identify via such as age, income, location, religion, gender, culture,etc.Description of such factorAge: Our target customer age group starts from 18 to above.Income: Middle income to upper income customer.Location: Our place selection in residential and corporate area.

Religion: Any religionGender: Unisex customerCulture: Both local and western customer

Target Market Segment StrategyThe CAF VENUS will appeal to urban professionals residing in the targeted intownneighborhoods, the many town hotel visitors/conventioneers, and workers who desire a sophisticated yet casual eating, coffeehouse entertainment experience. Thebusiness will also meet an under-served need for a pedestrian-friendly coffeehouse establishment for the numerous residents in the area, particularly newcomersto the immediate area.Members of this market segment dine out frequently, approximately three times ormore per week. The market segment is largely made up of singles between the age

s of 25 and 40, married couples in the same age bracket without children, graduate and professional students attending area universities, tourists, and conventioneers.

SWOT Analysis:Strength: Our innovation and new commercial concepts and product and service qualities, proper use of human recourses will be our strength.Weakness: New brand reputation probably will be our threat.Opportunities: There are so many opportunities such economic development, reduceunemployment problem, social development and serving people.Threats: Local coffee shops are our initial threat.

Market Needs

Our customer's dining and entertainment needs are critical to the success of TheCAF VENUS. As a supplier of a full-service dining experience, The CAF VENUS mustappeal to people who are interested in integrating our type of cuisine regularlyinto their dining/food purchase experiences. Moreover, we must also appeal to those customers who regularly take advantage of Uttara coffeehouse and/or eveningentertainment scene.Our customers are well educated and interested about new experiences. Keeping the menu and the entertainment offerings "fresh" will remain a constant challengeto the business. Segments of the target market tend to dine out, visit coffee shops, and seek evening entertainment frequently. They tend to choose comfortable,


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affordable venues, and repeat appearances at places that offer familiar scenerywith new twists.Market TrendsUttara is experiencing a trend toward the creation of evening dining/entertainment venues. They are popular and gaining more recognition. Evidence of this is found in local news and magazine coverage. These venues are finding new homes in the areas close to and/or adjacent to town.The city's burgeoning music scene is growing and in need of more venues to accommodate the mainstream jazz, acid jazz, Latin, and dance music artists that are choosing Uttara as home for their production efforts.The market opportunity for coffee shop establishments has never been better in this area of Uttara. The immediate area surrounding the business venue is undergoing a building renaissance as many residents chose to move into or return to theinner city.Market GrowthIn Uttara is currently in the middle of a building and population explosion. Young singles and couples are choosing to reject long commutes in favor of living closer to their work and recreational venues. With the extra time that comes frombeing in a vibrant growing city with an active nightlife, town neighborhoods that were formerly dotted with a limited number of night spots have seen their neighborhoods burgeon with new venues.The section of Mid-town Uttara along 10th Street near Nazrul Street and RabindraAvenue has experienced remarkable growth in its nightlife scene. After a devastating demolition in the mid-1980s of buildings located in and around this area t

o make way for a mall that was never built, the area is featuring a resurgence.The development is rapidly moving south along Dhaka and Gazipur.As the area's population increases and the frustration with congestion grows, people are opting for coffeehouse, and entertainment venues closer to and in Uttara.Industry AnalysisThe coffeehouses that make up the community of establishments in the area surrounding CAF VENUS is quite diverse. Their concepts range from typical fast food/chain venues to expensive fine dining establishments. However, the predominating nature of the immediately surrounding restaurants and coffee shops is casual.Another hand this CAF VENUS is the called corridor principlethe corridor principle suggests that opportunity evolve from entrepreneurship being positioned in similar work having had experience with related ventures so that when a window open

s it is easy for them to move quickly into a new venturesCompetition and Buying PatternsThe general nature of the competition is typically a 30 to 50 seat restaurant with outdoor seating. The menu prices for range from 220 to over 600 BDT. All of the surrounding establishments serve. Most serve liquor-spirits as well.Some of these venues have added live entertainment to their offering; however, most are prevented by their facilities from expanding into this area of service.Most of the live entertainment venues are located in mid-town and to the north with a few more venues located west in town Uttara.While has remained entertainment venues.With the tremendous rise in intown property values, a residential building boom, and a decrease in crime statistics, venues closer to downtown have seen a remarkable rise in business.A busy population of urban professionals, intent upon working hard and playing h

ard, has fewer and fewer opportunities to cook at home. These people eat out often and do so with friends.Because this population tends to eat out far more than the typical population, they look for value. While they might not regularly frequent a restaurant featurwing (220) and higher, they will repeat appearances at restaurants featuring entrees ranging between (220 and 450).Many of these patrons also seek entertainment venues on the weekends that are close to their coffee venues and homes. Historically, live Jazz and Latin music venues in northeast Uttara have been unavailable to patrons. The market currentlysuggests that such a venue on Nazrul Avenue is not only desired by the populatio


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ns frequenting restaurants and clubs in northeast Uttara, it is suggested that it is needed easierplaces to go out,and have fun.The parking and traffic have grown to notorious proportions. Mid Towners and residents in adjacent neighborhoodswould much rather patronize venues closer to town. The CAF VENUS offers them an attractive entertainment others coffeehouse options.Main Competitors:Initially the local coffee shop is our main competitor suchCosmo Cafe:Cosmo caf is situated in Baridhara which is performing caf business with a greater reputation, its containing a silky environment for coffee lover as well customer. Cosmo caf already gain customer satisfaction. All of its operationbecomes success.Caf Wave: Located on Uttara besides North Tower. University students are the target customer of this caf. The club features a limited menu and a regular offeringof pastry, drinks and cofee.The location is very "out-of-the-way" and can be perceived as a marginally safearea. Nevertheless, the cafe remains wildly popular given the parking difficulties, its small size, and it's rather hidden location. It has only identified as aresidence of Uttara's growing peopleXpress Roll Cafe:Xpress Roll Caf is situated in Banani which have impressive array of entertainment, music, and live bands. The restaurant is located on the sideof the Switzerland embassy. In the evening, the restaurant generally features live band, while the large portionin the rear of this caf in open yard. This Xpress Roll Caf is highly focused on foreigners and upper class customer

It is very popular and regularly features large crowds maintaining limited parking immediately adjacent to the complex.Coffee World:That is situated in middle Banani. It is a very small venue featuring a casual-upscale coffee menu. The cafe is converted to a cocktail music clubin the evening. It has no designated parking. Its appearing an artistic environment because theres a number of musician and cultural individual having their pastime.Caf Blues: Located in downtown of Uttara, the cafe features restaurant and with atradition oriented menu. The clientele is growing steadily as the club's reputation grows. It opens for all 24 hoursCaf 33:Cafs 33 situated in Basundhara R/A the oldest coffeehouse, has enjoyed extraordinary success. Formerly located on Gulshan Avenue, the business recently located to a strip mall with a luxurious lounge. Its departure from the immediate ar

ea provides an extraordinary opportunity for CAF VENUS to capitalize on an even greater unmet need for a casual coffeehouse experience.Maple Leaf Caf: Located on Gulshan Avenue, this is a traditional corporate coffeehouse which provides morning coffee and sandwich service. The owners are currently expanding to provide evening service. Their target customers are corporate personality.The Indian Caf:The Indian Caf is one of the different caf in Dhaka; they provide anatural coffee shop environment. The caf with two storied well-furnished and lay-out design. Most of the places of those are open close to nature.

Market Analysis SummaryThe casual coffee market is a 100+ industry in the Dhaka, with annual increasesin revenue outpacing 5% yearly. More and more people are choosing to eat out. On

e of the most common reasons cited by restaurateurs and industry associations isthat women have joined the workforce in record numbers. In fact, from 2013 to 2014, the money spent for beverage away from home rose by almost 20%, coinciding with the number of women entering the work force. With two income earners per household, neither person may have time to fix meals. Since the end of 2014, commercial food service sales have continued to rise as more and more people find thateating away from home suits their lifestyles.Strategy and Implementation Summary

* The atypical Uttara in town resident. This urban professional works long hour


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s and has relatively little time to cook at home. She/he has an active social life and spends a substantial amount of disposable income maintaining it.* The many downtown businesses which regularly use cafe as an function of conducting business.* The tourist and convention populations centered in town venues.

Competitive EdgeThe CAF VENUS maintains a competitive edge in several significant areas:* The facility's location puts it into close proximity to substantial populations of affluent Uttara.* The owner, a 16-year-resident of Uttara, was educated in and works professionally in northeast Uttara. His early work experience included a substantial period working within a casual restaurant in the mid-to-late 2000s in Dhaka city. Asthe students at university, he has conferred over 1,300 study degrees during histime, most of them have remained in the Uttara area. His position at universityalso required him to manage significant catering budgets. The owner, through his business, academic, and community activities, maintains a substantial Uttara-based network of professionals.* The facility's construction will easily allow for flexible coffeehouse/entertainment options making it attractive to numerous populations.* The facility's location in an Empowerment zone and local enterprise zone provides significant tax advantages.Value PropositionWe think our value proposition is quite clear and quite easily distinguished fro

m most others in the market. We offer affordable and accessible menu items and entertainment as measured by their inherently natural value, at an affordable price that will encourage regular visits.Sales StrategyThe first category of our sales strategy is to establish and maintain a positionwith our primary constituents: in town Uttara residents within a 4 mile radiusof The CAF VENUS location. We will depend upon keeping these people happy with our food and beverage products and entertainment options.Our second strategy is to utilize the in town hotel/convention business throughdeveloping and maintaining close relationships with the planners of upcoming conventions and their respective attendees in order to create a "private function/party" option for corporations visiting Uttara during the early part of the week,as well as encouraging individual visits by conventioneers later in the week. T

his strategy will also target the many hotel concierges who are available to promote dining options located within two miles of downtown hotel venues.Our third strategy targets the more than 5000 visitors to the Dhaka city and other Historic Site. This segment provides mainly lunch business.Sales ForecastOur sales forecast assumes no change in cost of prices, which is a reasonable assumption for the last few years.We are expecting to increase sales from 60 lac at the end of first year, to by the end of first year.The growth forecast is in line with the cafe in the area and is tied to the projected increase in population of the immediate area.The combined sales figures (across all sale items for the coffee shop) presume an average of 2.5 "turns" per day for a 30/50 seat dining room. The business willbe open an average of 30 days per month.

Marketing StrategyThe most important element of our marketing strategy is the delivery of a quality product. Our food, beverage, newspaper/magazine, and entertainment products must first sell themselves through word of mouth.Next, the packaging of The CAF VENUS concept and external messages has to fit ourpositioning. We offer an upscale feel without a required "pinch" in your wallet. We then communicate this through the free weekly media, radio advertising on particular jazz, acid-jazz, Latin, and oriented music shows, and traditional public radio sponsorships.


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Through establishing relationships with the concierges of the local hotels and with the Uttara Convention and Visitors Bureau, we will then attempt to create opportunities for visitors to the city to look forward to experiencing The CAF VENUS.Sales ProgramsSpecific Sales Programs:* Special Event Sales: Develop opportunities to sell to companies for private parties and special events. The specific responsibility is with the owner with assistance from the manager on staff and Real World Communications.* Music Related Special Events: Develop relationships with artists and promoters in the area to feature artists rising in popularity, either through CD releaseparties or live performances.* Artist Special Events: Develop opportunities to host or cater artist openings.Positioning StatementFor our most important target market, local residents who crave new and sophisticated entertainment/coffeehouse options, The CAF VENUS satisfies the need for a casual, all-in-one dining and entertainment experience. Unlike our key competition, The CAF VENUS is designed to handle this need from its inception, starting with the general construction of the facility. The general food programming, coupled with the entertainment programming, will offer the customer an experience unlike anything he or she has currently available.Pricing StrategyOur food, drinks, and entertainment options are priced to give us an attractive

margin while at the same time offering value to the consumer. We want repeat business. We also want the experience to remain fresh. Therein lies why the food, beverages, and musical/entertainment programming will be relatively flexible.A sample menu is included in an appendix.Promotion StrategyWe will promote our company name and label almost more than the product itself,because to be successful we have to stand for brand-name integrity, excellent menu offerings, and first class entertainment and fun. Therefore, our promotion strategy includes focusing on events and messages that match:* Our participation in the sport team and Funk music band sponsor special promotions and the Uttara and various kind big organization festivals is important because these are events that bring our target market together.* Our participation in local radio and specifically targeted PBS shows on the l

ocal stations.* Public relations programs focusing on related opportunities, guest appearances on local radio, etc.* Advertising placed carefully, in mostly-alternative channels like creative articles, university newspapers, etc.* Via online invite people for visit, arrange general knowledge quiz.* Perform CSR properly* Declare some special offer in during various festivals.Marketing ProgramsOur marketing program will be handled by Matra Communications which is very muchreputed. With an annual budget of $16,000, and with a milestone beginning in August, Ms. Raquib will assist with the initial marketing programs and ongoing efforts to create the visibility of caf.

Strategic AlliancesWe depend on our alliances with personnel at University, the Historic District Development Corporation, the UttaraExecutive Network, The Uttara convention and visitor from outside, and local music promoters to generate continuous leads fornew sales and promotional opportunities. We need to make sure that the personnelof these allies are especially aware of our support and reciprocation.Management SummaryHistoric District Development Corporation of the CAF VENUS is owned by a limitedliability corporation including AnikSaha and FayjUllah. Mr.Zaman will also operate as general manager/managing partner. Crucial employees include an additional


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manager who will assist in maintaining and reviewing operations of the restaurant and the entertainment venue/coffee bar, and a chef who will manage kitchen operations.Additionally, an assistant manager/senior server and a sous-chef/line cook willperform secondary management functions.Part-time personnel will be hired to handle bartending, serving, and dishwashingfunctions.Organizational StructureThe CAF VENUS is owned by AnikSaha (55%) and the FayjUllah (45%).AnikSahawho willalso operate as general manager/managing partner, and FayjUllah operate as a chairmanAn additional manager (to be hired) is not required in maintaining and reviewingoperations of the restaurant and the entertainment venue/bar.A chef (to be hired) will manage kitchen operations and be crucial to maintaining food inventory stability and assistance in menu development.An assistant manager/senior server (to be hired) who will be a salaried employee, will provide regular table service as well as assistance to the manager and the general manager.A sous-chef/line cook (to be hired) will perform secondary management functionsin the kitchen as well as provide assistance to the chef in main kitchen/cookingfunctions.Part-time personnel will be hired to handle bartending, serving, and dishwashingfunctions.The marketing and accounting function will be handled by independent contractors

/consultants.Personnel PlanThe personnel plan calls for hiring 5 full-time salaried employees at start-up.Part time bartenders will have to be hired to manage approximately 135 hours ofoperation per week, servers/waiters will have to be hired for approximately 203hours of operation per week, and dishwashers will have to be hired to handle approximately 62 hours of operation per week.(according to national working law)Any additional hires will be part time and devoted to the expansion of any catering function, as well as increased capacity/operation of a private party function.Employee salaries are as follows:Position | Salary |Owner/General Manager | 39,900 |

Chef | 30,000 |Manager | 28,000 |Sous-chef/Line Cook | 23,000 |Assistant Manager/Senior Server | 14,560 + Tips |Bartenders | 7/Hour |Servers | 3/Hour + Tips |Dishwashers/Bussers | 6/Hour |Management TeamAnikSaha - Owner and General Manager:AnikSaha studied at Southeast University concentration with business administration. While studying at university, he was responsible for special event planning and strategy, particularly related to product centered events.An organization devoted to the redevelopment of the properties and neighborhood

surrounding various kinds National Historic Site and Preservation District. He is also a member of the Advisory Board for theUttara Executive Network, a 1,000+member business organization in Uttara, and the past Chairman of the Board of Directors for Fulton County Court Appointed Special Advocates. Prior to his position at squire AnikSaha worked as an attorney for a Cincinnati, Dhaka-based law where he specialized in litigation and small business development. Mr. Patton puthimself through college working in a casual dining establishment in the Dhaka High land neighborhood in the late 2000.Fayj Ullah Owner and Chairman: Mr. Fayj Ullah who was most brilliant in his university, after receiving post-graduation he was an executive in Square Group.


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The following potential managers are under consideration for employmentNasimSarkar - Chef: Nasim sarkar is currently the Executive Chef of the CAFE VENUS, at Uttara. Prior to this appointment, he was the sous-chef at Restaurant, Paris, France and the sous-chef for the Raphael Hotel Restaurant, Paris, France. He received his apprenticeship and cooking school certificate from the Sous l'Olivier Restaurant and the Ecole de Paris des Metiers de la Table in 2008, respectively.Arif khan - Manager:Arif khan, currently a food and beverage supervisor for theCAFE VENUS, received her start in the hotel and restaurant serving in Recife-BFC. At the Mar Hotel, he was responsible for the sales and marketing of a five-star establishment. She maintained extensive contact with corporate clients, thus requiring her to speak English, French, Italian, fluently. Arif khan has extensive experience in Uttara catering industry dating from 2000, as well as experienceas a chef.Management Team GapsThe management team will have to partially rely upon outside contractors/consultants for both the marketing and accounting functions.The management team is still in the early stages of formation. Nasim Sarker andArif khan are under heavy consideration. Arif khan is currently working as a consultant on many issues facing the establishment of CAF VENUS start-up.Financial PlanWe want to finance growth mainly through cash flow. We recognize that this meanswe will have to grow more slowly than we might like.The most important indicator in our case is inventory turnover. We have to make

sure that food inventory turnover stays at approximately four turns per month, or we risk loss through spoilage.We do not want to let our average collection days get above 45 under any circumstances. This could cause a serious problem with cash flow, because our working capital situation is tight. Most credit sales will be via credit and debit cards.We do have plans to initiate direct billing for law firms and other businessesconducting regular visits.We must target a net profit of 15% at the least, and hold marketing costs to nomore than one to three percent of gross sales.Important AssumptionsThe financial plan depends on important assumptions, most of which are shown inthe following table. The key underlying assumptions are:* We assume a slow-growth economy, without major recession.

* We assume of course that there are no unforeseen changes in technology to make equipment immediately obsolete.* We assume access to equity capital and financing sufficient to maintain our financial plan as shown in the tables.* Thats based on bank to bank

Projected Cash FlowWe expect to manage cash flow over the next three years with minimal new investment required over the first two years. It is our expectation that revenue beyondprojected sales will be invested in retiring long-term debt early.Key Financial IndicatorsThe most important indicators in our case are are daily seating "counts" and weekly sales numbers. We must also make sure that we are turning our inventory rapi

dly so as to avoid food spoilage.We must target net profit/sales figures toward the 15% level with gross marginsnever dipping below 38%. Marketing costs should never exceed three percent of sales.Projected Profit and LossWe expect income to approach 2 million BDT for calendar year 2014. It should increase to million by the end of the years covered in this plan.Business ratios for the years of this plan are shown below. Industry profile ratios based on the Standard Industrial Classification (SIC) code 5812, Eating Places, are shown for comparison. The ratios show a plan for balanced, healthy growt


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Conclusion: Above the business plan generated by an intention for successful feasibility plan. Here there are elements of business development as well as an entrepreneur creativity process which can helps run a new business plan to ahead. On the above we studied about a coffee shop venture process. We strongly belief that, our plans are much effective for a new feasibility plan.

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