Agenda          Research Methodology          Market Review          Consumer Attitudes          Strategic Business Ob...
Market Review
Research Methodology           Field   Online   Focus           Trip    Survey   GroupResearch
Overall Satisfaction?                   250                   200                                                         ...
Demographics                  New Asia,                  1066, 15%     Chong Chi, MedHostel,                              ...
What kind of animal are we?            5-6 days   0 day              12%      17%      3-4 days            1-2 days       ...
Demand for midnight snacks?           More than            three            times Three      Zero              3%     time...
We deserve BETTER!  Analysis
Here comes the solution!  Analysis
The Octopus Cart                 The              Business                Idea  Strategic  Business               Vision O...
The Business Idea•   MOBILE food cart•   Quality midnight snacks•   Operation hours: 9:00 p.m. – 2:00 a.m.•   Different op...
Vision               scholé“to promote the culture of quality campus life”                  M&V
Mission       Customer-       orientationQuality               Convenientmidnight                locations snacks
Target GroupsResidential Students     Non-residential                Students:              the Late Leavers
Positioning Statement  “To CUHK students, residential and non-residential, the Octopus Cart is the ultimate brand of midni...
Six Core Business ObjectivesCompetitive        Business Objective                              StrategyAdvantageBetter foo...
Product Strategy          4P
Product Strategy                  Burger                   13%                                 Sweet soup                 ...
• Octopus ballFood     • Waffle         • Japanese PancakeSweet    • Sweetened sago cream         • Sweet potato soupSoups...
Pricing Strategy          4P
Pricing Strategy     $21- $25-                     $6-$9     $24 $28                        3%     6% 0%           $17-$20...
The MenuOctopus balls                  Waffle   Japanese pancake (6 pieces)                   $14           $16    $17
The MenuSweet soup   Taiwanese milk-tea   Tea/Coffee   $15              $14              $10
Combo set pricing$2 discount for every TWO items purchased!!
Promotion Strategy           4P
Promotion StrategyPromotioncampaign    On-going            promotion             initiative
Leaflets          PROMOTION           CAMPAIGNcampus-  wide                  Free  mass                souvenir  mails
Collaboration   On-goingFacebook fan    with hostel    promotion    page        committees     initiatives
Place / Distribution Strategy                 4P
Current Problem
Survey resultStudents in CUHK would like to see our midnight snack cart operate in theShaw College, New Asia College and t...
Train Station       New Asia College        United College           Shaw College21:00 p.m. -21:50 p.m.   22:00 p.m. - 23:...
Financial ProjectionsProjected Income Statement                                      Year 1      Year 2      Year 3    Yea...
Key highlights1. Generate revenue of $600,000 in its first year2. Grow each year at approximately 20%3. Invest $60,000 in ...
Action Plan                •   Develop our secret recipes                •   Contact and bargain with suppliersPre-operati...
Action Plan                • Launch our business and start operationIntroduction    • Distribute promotion materials inclu...
Action Plan              • Build the Facebook fan page              • Contact and build a collaborative relationship Conti...
Conclusion   Meet the demand quality midnight snacks that       meet the demand.snacks at a convenient location.          ...
Conclusion          Mobile          Flexible     Delivery services.Array of business initiatives.We can do better
It’s just Better!
Octopus slides
Octopus slides
Octopus slides
Octopus slides
Octopus slides
Upcoming SlideShare
Loading in …5
×

Octopus slides

597 views
533 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
597
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Octopus slides

  1. 1. Agenda  Research Methodology  Market Review  Consumer Attitudes  Strategic Business Objectives  “The Octopus Cart”  Business Idea  Vision  Mission  Strategic Marketing Plan  Target Groups  Positioning Statement  4P  Financial Projections  Action PlanAgenda
  2. 2. Market Review
  3. 3. Research Methodology Field Online Focus Trip Survey GroupResearch
  4. 4. Overall Satisfaction? 250 200 We are not quite happy…Cumulative Votes 150 Waiting hour Operation hour 100 Location Price Food quality 50 Food diversity 0 Very dissatisfied Dissatisfied Slightly dissatisfied Natural Slightly satisfied Satisfied Very satisfied
  5. 5. Demographics New Asia, 1066, 15% Chong Chi, MedHostel, 1413, 20% 248, 4% PostgradHost el, 946, 13% United, 1048, 15% Ihouse, 254, Shho, Shaw, 1160, 4% 600, 9% 16%Morningside, 300, 4%
  6. 6. What kind of animal are we? 5-6 days 0 day 12% 17% 3-4 days 1-2 days 41% 30%
  7. 7. Demand for midnight snacks? More than three times Three Zero 3% times 21% 20% Once Twice 26% 30%Research
  8. 8. We deserve BETTER! Analysis
  9. 9. Here comes the solution! Analysis
  10. 10. The Octopus Cart The Business Idea Strategic Business Vision Objectives About UsPositioning Mission Target Groups
  11. 11. The Business Idea• MOBILE food cart• Quality midnight snacks• Operation hours: 9:00 p.m. – 2:00 a.m.• Different operation locations Introduction
  12. 12. Vision scholé“to promote the culture of quality campus life” M&V
  13. 13. Mission Customer- orientationQuality Convenientmidnight locations snacks
  14. 14. Target GroupsResidential Students Non-residential Students: the Late Leavers
  15. 15. Positioning Statement “To CUHK students, residential and non-residential, the Octopus Cart is the ultimate brand of midnight snacks which feed theirstomach with scrumptious food and drinks.”
  16. 16. Six Core Business ObjectivesCompetitive Business Objective StrategyAdvantageBetter food To provide students with quality food ProductBetter services To provide customers with good servicesBetter locations To serve students in different colleges Place To appeal to students’ need for convenienceBetter financial To price the products at a slight premium Pricereturns To develop a financially sustainable business Financial controls Analysis
  17. 17. Product Strategy 4P
  18. 18. Product Strategy Burger 13% Sweet soup 20% Sandwich 10% Noodles Hotdog 15% 13% rice Hot snack 3% 26%Figure - Pie chart showing respondents’ food preferences
  19. 19. • Octopus ballFood • Waffle • Japanese PancakeSweet • Sweetened sago cream • Sweet potato soupSoups • Bean stick & egg soup • Taiwanese Milk-teaDrinks • Tea • Coffee
  20. 20. Pricing Strategy 4P
  21. 21. Pricing Strategy $21- $25- $6-$9 $24 $28 3% 6% 0% $17-$20 19% $10-$13 31% $14-$17 41%Figure - Pie chart showing respondents’ willingness to payfor each midnight snack item
  22. 22. The MenuOctopus balls Waffle Japanese pancake (6 pieces) $14 $16 $17
  23. 23. The MenuSweet soup Taiwanese milk-tea Tea/Coffee $15 $14 $10
  24. 24. Combo set pricing$2 discount for every TWO items purchased!!
  25. 25. Promotion Strategy 4P
  26. 26. Promotion StrategyPromotioncampaign On-going promotion initiative
  27. 27. Leaflets PROMOTION CAMPAIGNcampus- wide Free mass souvenir mails
  28. 28. Collaboration On-goingFacebook fan with hostel promotion page committees initiatives
  29. 29. Place / Distribution Strategy 4P
  30. 30. Current Problem
  31. 31. Survey resultStudents in CUHK would like to see our midnight snack cart operate in theShaw College, New Asia College and the United College Central S.H. Ho Train station campus 6% 12% 12% CC Morningside 10% 4% UC SC 17% 20% NA 19%
  32. 32. Train Station New Asia College United College Shaw College21:00 p.m. -21:50 p.m. 22:00 p.m. - 23:15 p.m. 23:15 p.m. - 00:30 a.m. 00:45 a.m. - 02:00 a.m.
  33. 33. Financial ProjectionsProjected Income Statement Year 1 Year 2 Year 3 Year 4 Sales Revenue 600,000 720,000 864,000 864,000 Cost of Goods Sold 150,000 180,000 216,000 216,000Gross Profit 480,000 594,000 731,700 731,700Other Expenses Promotion Expenses 80,000 50,000 50,000 50,000 Salary Expenses 120,000 126,000 132,300 132,300 Petroleum Expenses 36,000 36,000 36,000 36,000 Depreciation Expenses - Food Cart 12,000 12,000 12,000 12,000 Depreciation Expenses - Utensils 2,000 2,000 2,000 2,000Net Profit 230,000 368,000 499,400 499,400 Projection
  34. 34. Key highlights1. Generate revenue of $600,000 in its first year2. Grow each year at approximately 20%3. Invest $60,000 in the food cart and a second- hand vehicle initially4. Earn an increasing net income
  35. 35. Action Plan • Develop our secret recipes • Contact and bargain with suppliersPre-operation • Purchase a food cart and a second-hand vehicle • Purchase utensils Action Plan
  36. 36. Action Plan • Launch our business and start operationIntroduction • Distribute promotion materials including leaflets and mass mails Stage • Distribute free souvenirs to customers
  37. 37. Action Plan • Build the Facebook fan page • Contact and build a collaborative relationship Continuous with hostel committeesDevelopment • Introduce new midnight snacks to our menu periodically
  38. 38. Conclusion Meet the demand quality midnight snacks that meet the demand.snacks at a convenient location. Conclusion
  39. 39. Conclusion Mobile Flexible Delivery services.Array of business initiatives.We can do better
  40. 40. It’s just Better!

×