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Knödel Kitchen

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by

Liselotte Kager

on 6 December 2013

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Transcript of Knödel Kitchen

Knödel Kitchen
Market Analysis
SWOT
Outlook
About Knödel Kitchen
Products
Snack bar
Moodboard / Design
Operational plan
Financial Plan
Set-up costs € 52,000

Funding
Equity € 20,000
KfW Gründerkredit € 35,000

Break-even sales € 394,790
Payback period 1.24 years

Record-keeping system
Double-entry accounting
Monitoring system
Business consultant
Overview
New fast food model in Berlin
Snack bar offering various kinds of “Tiroler Knödel“ combined with different toppings or salads
Located in the lively and hip area of Berlin-Friedrichshain
Trendy, traditional, healthy, organic, fast, convenient
Vision
To introduce and establish a new fast food concept
Mixing traditional, healthy, organic and “down to earth” cuisine, with urban and trendy elements
Mission
10 Promises

1. We are natural.
2. We are traditional.
3. We are alpine.
4. We are fresh.
5. We are friendly.
6. We are different.
7. We are young.
8. We are sustainable.
9. We are open-minded.
10. We are your home.
Product
Duties & Tasks
SOP
Quality Management & HACCP
Local Suppliers & organic, sustainable products

Operational Plan
Moodboard
Peter Thiemer + Anneka Bealby

Nationality: German + American

Age: 31 + 24

Job: Marketing Manager + Student

Interests: traveling, sports, fashion, cinema

Ideal Guest
Market Berlin
3.3 million inhabitants
160,000 students
22.4 million overnights / 9 million arrivals
diverse gastronomy
broad target market
Strengths
Trend towards sustainability- oriented, healthy, organic & vegetarian food
Broad potential target market
Affordable prices
No comparable snack bar in Berlin
Distinctive due to focus on Knödel
Opportunities
Berlin's food culture
Product rather unknown
Opportunity to expand / establish chain

Product
Price
Promotion
Place
Marketing Plan
4 P's
Online Marketing Activities
Offline Marketing Activities
Liselotte Kager, Nicole Stepanowsky, Daniela Macho, Sabine Steiner, Fenja Weberskirch
Snack bar
Weaknesses
Image of Knödel is out-dated

Limited product line
-> but this also classifies the concept




Threats
Great amount of snack bars
-> therefore differentiation needed







4 P
Online / Offline
Mission
Full transcript