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The concept of

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by

Hoa Mai Do

on 18 June 2016

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Transcript of The concept of

Trends
Overview
Financial Plan
Location &
Competitors

Marketing Plan
Hoa Mai Do
Gaetan Lemarre
Julia Probst
.
.
Concept overview
Location & competitors
Blue Vanill
a

Elena Serrano
Vapiano
Enchilada
Velo
Openings hours Restaurant:
Mo. - Th. 10:00 - 24:00
Fr. - Sa. 10:00 - 01:00
Su. 11:00 - 24:00
Openings hours Kitchen:
Mo. - Th. 11:00 - 23:00
Fr. - Sa. 11:00 - 24:00
Su. 12:00 - 23:00
tuesdays - sundays
15.00 - 22.00 Uhr
- brand
- mass suitable
- show kitchen

- not varied menu
- no full service

- individual
- fair trade products
- only vegan dishes
- comparatively
expensive

- Cocktails
- different promotions
(e.g. Ladies Night)
- uncomfortable
- only mexican food




Restaurant,
Café & Bar



creative exchange


visual art music


special art-components:


special pictures on the walls

Videoart through beamer projection on the wall

good music is essential

target group:

artists and art interested people,
all people with a similar mindset.

Restaurant, café et bar
SWOT Analysis
strengths
weaknesses
opportunities
threats
- no parking lots
- not directly situated in
the city center
- concept too innovative
for Heilbronn
- non-acceptance of
foreign food
- cooperations with
local artists
- to show guests the
potential of oriental food
- recognition effect due
to an individual
concept
- small and affordable
portions
Hummus
Taboulé
Falafel
Chicken Pita
Pan-fried prawns
French potato soup
Selection of Arabian sweets
Sources
http://www.statistik.baden-wuerttemberg.de/BevoelkGebiet/Alter/01035810.tab?R=KR121
http://goodlife.in-mind.de/wp-content/uploads/2015/04/Salat.jpg
http://www.healthista.com/wp-content/uploads/2014/02/superfoods.jpg
http://www.eurest-serviert-zukunft.at/wp-content/uploads/2015/05/Vorschaubild_Vegan.png
http://www.sauditourism.sa/ar/Explore/ThingsToDo/PublishingImages/food.jpg
http://www.superbioblog.de/wp-content/uploads/2015/05/Headere_Foodtrends.jpg
http://www.tischer24.de/upload/flying_buffet_22383.jpg
http://i2.cdn.turner.com/cnnnext/dam/assets/141110193404-08-hybrid-food-horizontal-large-gallery.png
http://www.happyfurnitureonline.com/images/usedfurniture/usedfurniture-fullsize/used-furn1.jpg
http://blog.theater-heilbronn.de/wp-content/uploads/2014/07/BOXX-Logo.jpg
http://www.zigarre-heilbronn.de/Element/zigarr_r5_c2.gif
http://www.kreativzentrum-heilbronn.de/logo1.jpg
https://www.gema.de/fileadmin/user_upload/Musiknutzer/Tarife/Tarife_AD/tarifuebersicht_gaststaetten.pdf
www.gema.de
http://1.bp.blogspot.com/-iUU3iLN_vk8/
average check:
~ 11,50 €

average check:
~ 14,50 €
average check:
~ 17 €
Menu
price
promotion
product
place
- social networks:
facebook for posts
instragram for fotos
- daily promotion:
happy hour
ladies night
- opening event
- close to the city center
- surrounded by many banks,
law firms and other business
customers
- typical arabic dishes
- tapas sizes


Mission:
to meet the need of a place for creative exchange and development in a casual surrounding.
Vision:
to be recognized as solid and professional Heilbronn original. With its popular meeting place for the creative art-scene in Heilbronn.
pre-marketing
- professional
facebook site with a description
of the concept

- instagram acoount
to show pictures of our
restaurant and food

- advertisement in the newspaper
ECHO with an invitation for the
opening event

- website

- display flyers/posters in the Harmonie, the BOXX,
Kreativzentrum,
Zigarre Kunst- & Kulturwerkhaus,
Cave 61 Jazz Club, Hochschule
cooperation
- Hochschule Heilbronn

- all artist clubs in Heilbronn
superfood
vegetarian
flexitarian
vegan
regional
organic
Tapas sizes
hybrid food
second hand furniture
ethno food
Food trends
Mediterranean salad
- average check: 12,60 €
- discount cooporation
partners
Thanks for
your attention
come and
visit us
potential to multiply?
strengths
weaknesses
strengths
weaknesses
strenghts
weaknesses
operation revenue
food sales
+ beverage sales
= turnover of goods
+ other turnovers
= operation revenue
less operating expenses
cost of food
+ cost of beverage
= cost of goods
+ staff costs
+ marketing/advertising
+ energy costs
+ fee/insurance
+ administrative costs
+ other costs
= operating expenses
= operating result
less constitutional expenses
rent
+ leasing
+ repair/maintenance
+ depreciation/low-value assets
+ interest
= constitutional expenses
= operating result II
72 000 €
-
+ 4 603 €
+ 4 603 €
+ 5 175 €
financing
- crowdfunding
- savings/inheritance
- crossmarketing-partners
(e.g. with the BOXX)
- sponsoring
- KFW start up loan
- bank loan
223 122 €
+ 237 214 €
= 460 336 €
= 460 336 €

-

62 424 €
+ 25 695 €

= 88 119 €
+ 192 876 €
+ 3 780 €
+ 24 000 €
+ 5 360 €
+ 2 520 €
+ 5 340 €
= 321 995 €
= 138 341 €

= 81 206 €
= 36 754 €
capital requirement
- formation costs 56 645 €
- formation investments 174 230 €
- safety capital 25% 105 258 €

- capital requirement 336 133 €
fundings
own funds 40 000 €
loan 250 000 €
total fundings 335 909 €
Sources Trend analysis
Superfood:
http://de.mintel.com/pressestelle/super-wachstum-fuer-superfoods
Vegetarian/Vegan/Fexitarian:
https://www.springlane.de/magazin/food-trends-2015/
http://gastgewerbe-magazin.de/gastronomische-trends-muessen-der-lebenswirklichkeit-entsprechen-27066
Regional/organic:
https://www.springlane.de/magazin/food-trends-2015/
Ethno Food
https://www.zukunftsinstitut.de/fileadmin/user_upload/Publikationen/Leseproben/Foodreport2016_Leseprobe.pdf
https://www.landwirtschaft-bw.info/pb/MLR.Ernaehrung,Lru/Startseite/Empfehlungen/Einmal+um+die+Welt+im+Supermarkt+_+Was+ist+Ethno_Food_/?LISTPAGE=1063255
Hybrid Food & Tapas sizes
https://berlintidbits.wordpress.com/2015/01/07/die-kulinarischen-trends-fur-2015-die-ultimative-tidbits-prognose/
http://www.fienholdbiss.de/aktuelles/der-neue-trend-hybrid-food/
Second-hand
http://etailment.de/thema/e-commerce/Der-second-hand-boom-alle-reden-ueber-recommerce-1580
Craft beer
http://www.bier-deluxe.de/blog/deutsche-craft-beer-charts-januar-2015
http://www.wiwo.de/unternehmen/handel/neue-geschaeftsmodelle-fuer-den-einzelhandel-marktvorteil-durch-erlebnis-gastronomie/11854422-3.html






Craft beer
Experience gastronomy
business form: individual company
Standardization of process
advantage
disadvantage
Full transcript