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Anti-cafe

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Yuri Kulikov

on 6 March 2014

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Transcript of Anti-cafe

Anti-cafe
UTOPIA

Start-Up Costs
Target customers
Market opportunities




(in 2009)
53 977 students - 12 % of the population of Strasbourg (in 2010/2011)





Communication Strategy
Billboard
The web
Facebook ads
Twitter Specials
Foursquare loyalty specials
Flyers
Loyalty program
Great Customer Service and Warmth
Invite a friend and get a free hour
Customer Comment Cards
Marketing
(c)
Yuri Kulikov
Mykhailo Dotsenko
Rodica Burlacu
Carolina Miron
Sofiia Sosiedova
Kristina Kagramanyan

Thank you for your attention !
Competitive Analysis
McDonald's vs Utopia Cafe
Sources:
Évolution et structure de la population, 2012 - online: http://www.statistiques-locales.insee.fr/FICHES/DL/DEP/67/COM/DL_COM67482.pdf
Strasbourg et ses étudiants : un atout maître, 2012 - online: http://www.adeus.org/productions/les-notes-de-ladeus-ndeg84-economie/files/note-84_attractivite-etudiante_web-1.pdf

General Cafes vs Utopia
Place
General Cafes: City centre, quiet places
Utopia: near the university campus
Product
General Cafe: food, tea&coffee and service, quiet atmosphere
Utopia: food, tea&coffee, service, different zone for different customers
Price
General Cafe: coffee&tea(1.5 euro average)
Utopia: free coffee and tea, more cheaper food
Service
General Cafes: quiet environment for the customer
Utopia: multiple choice for consumers

Location
McDonald's: near the university and city mall
Utopia: near the university campus
Product
McDonald's: cheap, clean,fast food
Utopia: service,free WIFI, zone,free tea,coffee
Price
McDonald's: average price
Utopia: sell cheaper or free drink
Style
McDonald's: happy & relaxing
Utopia: multiple choice
Disadvantage
Barriers to enter the market (lack of capital,advertising budget)
No reputation at first


Solution
build our brand
make promotion
save cost
advertisement
cooperate with others

Competitive strategy

Strasbourg market
Survey
Do you like our concept?
93% yes
Would you be interested to visit the cafe?
100% yes
What do you like most?
the diversity of activities / all-inclusive
cozy, creative, original
enjoyable time
relax like at home
meeting new people
original payment system
What would you like to see in the cafe?
entertainment
better snacks
cheaper
nice interior
life music
promos
good internet
no hour fees
Management team
Corporate Culture
Communication relations with consumers
Location&Price
Service, organizational, strategic, and product innovation
booking for special events
library
table tennis
master classes
business meeting areas with projection screens
" CATS !!!!! Lots of cats =) "
Advantage
At which time of the day would you usually visit it?
Take a break
Meet with friends
Work on your project or prepare for exams
Play board and video games
Make conversations or studies
Join and organize events
Find new friends and share your experience
Idea
Feel yourself like at home.
No smoking area.
You can take your food and drinks.
Help by goods and make us better.
Think about the others.
You rest in your hands.
1st hour – 3 €
2nd hour – 2,50 €
3rd and more – 2 €
Maximum per day – 12 €
Week-subscription – 30 €
Month-subscription – 90 €
Time-accumulation system!
Invite a friend – receive a time!
Group-tickets!
Lunch-time menu
Hot Wings 1.99 €
Chicken Little 1.29 €
Chicken Bites Snack Box 1.99 €
French Fries 1.00 - 2.00 €
Onion Ring 1.00 - 2.00 €
Biscuits 0.80 €
Sandwich 4 €
Hot pie 2.00 €
Soup 1.90 €
Moreover

For the 2-3 € per hour you’ll receive…

Space for business meetings, games, work and rest
Special atmosphere and design
Cozy coaches, tables, TVs etc
For the 2-3 € per hour you’ll receive…

Coffee and tea
Lemonade
Fruits
Snacks
Popcorn
Sweets, etc
Pay for time, consume for free!
Main concept
Food
Service
Cozy atmosphere
Space
Events
Price
What are people looking for in restaurants?

Full-week events
Fast Wi-Fi
TVs
Books, magazines, newspapers
Access to our projector, computer, printer and scanner
Board and video games
Musical instruments
For the 2-3 € per hour you’ll receive…

?
Rules
For the 2-3 € per hour you’ll receive…

Price system
If our new cafe was available today, how likely would you be to recommend it to your friends?
Estimated kitchen costs – 8500 Euro
Stove – 2000 Euro
Fridge for beverages – 1500 Euro
Food freezer – 800 Euro
Auxiliary kitchen furniture and utensils – 3000 Euro
Esplanade area commercial space, large hall + multiple rooms
Rent : 2600 Euro/month
Renovation and redesign costs estimated to 12000 Euro

Kitchen
Facilities
Projector for presentations and multiple TV sets capable of rendering video images from USB sticks, video gaming consoles with up to 4 controllers per unit; costs up to 3500 Euro
Medium quality furniture, items creating a cozy ambiance; estimated costs up to 9000 Euro
Bar appliances like the cashier, expresso machine, beer cooler or popcorn machine, plus other appliances for cleaning and maintenance with total estimated costs of 2000 Euro


Financial Analysis
The Anti-Café concept offers a fresh, innovative franchise approach to the saturated café market overrun with expensive coffee and baked goods.

Selling time and not coffee, allows for different target consumers in the community to gather and create a space to exchange ideas and connect on business, arts, and social levels
Conclusion
We see Strasbourg as a great market to launch our concept since there are many students and entrepreneurs who are looking for an inspiring place to hold meetings or simply study.
Multimedia devises
Furniture
Auxiliary costs
Vision and Mission Statement
Be the best place in the category of price-quality for daily meetings with friends, business communications and regular events in every big city in France.
To create comfortable open space for people with different interests where they'll meet their needs.
Legal Status
Limited Liability Company (LLC)
Societe a Responsabilite Limitee (SARL)
Objectives
Number of cardholders reach 8000 by the end of 2014
To achieve break-even point by September 2014
Open new anti-cafe in Paris by the end of 2015
Key Partnership
Student Organizations
Associations Culturelles à Strasbourg
Radio "Top Music"
Banque Populaire
SWOT-analysis
STRENGTHS
Location
Price
The combination of services rendered
Highly customized services
Dynamic management team
Corporate culture
Innovative idea



WEAKNESSES
Lack of reputation
High start-up costs
Decreased availability of facilities in rush hours

OPPORTUNITIES

Constantly dynamic environment
Local artists availability
Demand of employment
Organizations looking for locally based activities
The proximity to universities
Ability of the target customers to pay for a complex service



THREATS
Changing customer behavior
The presence of other cafes, clubs
The threat of new entrants

Industry Profile
Industry Size and Structure
PESTEL-analysis
Political
French Political System
New fiscal measures - higher taxes for cafes/bars

Economical
In France, economic wealth of population is high, so they can spend more
Prices are low which allows to be competitive in segment of fast food cafes and restaurants
Economic growth: intensive type (improving the equipment and training the personal)

Social

New approach to lifestyle and leisure time

Technological
Modernization as a key factor of cafe
Advanced Technologies available

Cafe
Entertainment&Recreation
2004 – 2010 the fast food sector increased its turnover by 60%
market size in France - 34 bln. euros

The major players in France are Quick(3,3%), McDonald’s (10,6%), KFC(0,25%), Subway (0,24%).
Organizational Structure
President
Finance Director
Marketing Director
Office Manager
Functional Manager
R&D
Office Manager
Tech. Support Team
Secretary
Functional Manager
Cafe Manager
Customer Service Representatives
Environmental
Recyclable packages
Equipment which doesn’t cause damage for environment

Legal
Laws as a base of the running start-up business
Labor Laws

Action Plan
1st sem : provide 3 promotion weeks for students; thematic weeks; business weeks
2nd sem : open the terrace; city tours;
3rd sem : authentic Alsace weeks; Christmas parties; Alsace trips
4th sem : market research in Paris; market expansion in Paris; looking into hiring an HR team
Full transcript