080218 Parlour Cafes For BlogPresentation Transcript
Parlour @ DOCKLANDS Parlour @ ALBERT PARK Parlour Café Holdings P/L 7 Willis Street, Hampton VIC 3188 T: 0419 876 942 F: 8677 9933 E: firstname.lastname@example.org At February 2008
Our Vision Open four small street cafes in the Bayside area, utlising professional quality small business practice under a strong concept brand to create a viable group of locally focused, coastal theme contemporary cafes/wine bars with good turnover to present a viable equity exit opportunity after 12 months, or ongoing dividend stream.
Lack of brand or style of existing street cafes
Poor business practices prevalent in existing cafes
Bring to bear CBD café/coffee shop style and service
Aggregation benefits of owning multiple outlets
Growth opportunity down Bayside, from Docklands to Black Rock
Ample potential for licensing/franchising in the future
Our Concept Our concept is coastal, community, contemporary – your local space to relax, eat, meet friends and work on your computer - the ‘Hole in the wall’ style so prevalent in Europe. The food and drinks range will be consistent with the concept, without detracting from staples that will perform consistently well. Aiming for a no-cook or low-cook menu, coffee, cakes, cheese plates, antipasto, baguettes, snacks etc. Nudie juices plus standard soft drinks. We will apply for a liquor licence and capitalise on late afternoon early evening trade for an aperitif, glass of wine with friends etc. We will work on building loyalty and repeat business through great service and atmosphere, and personalised marketing such as an email list, birthday cards and coffee cards.
Goal Four cafes, with average turnover of $5,000+ per week each yielding an annual combined turnover of $1m+ and a 20%+ EBIT. By 12 months be positioned and packaged for exit, or choose to retain for dividend stream. Valuation of $750,000 to $1m based on $250,000 annualised EBIT. The Age, 5 Feb 08
Premises # 1 – Parlour @ Albert Park In the heart of the Albert Park village, one of Melbourne’s premiere (and most affluent and highly patronised shopping strips). A brand new shop with small outdoor seating area. On the side street that acts as a foot traffic gateway for many residents to the heart of the village.
Premises # 2 – Parlour @ Docklands Ground floor of Dock 5, a 150 apartment development in Victoria Harbour, adjacent to Ericsson and NAB corporate headquarters, and on the water at Merchant Street, on designated ‘town square’, including large dining out area.
Food and Menu Antipasto/tapas Baguettes Café Toast Cheese platters Coffee Soft drinks and waters Croissants Fruit salads Handmade chocolates High end cookie/biscuits Hot Chocolate Muffins Nudie juice range Pastries/danishes Perhaps some sweet treats San Pellegrino specialty range Single serve cakes/slices Small range wine Soup – winter Teas (T2 range)
Marketing We have long backgrounds in below line, online, and relationship marketing. We are keen to capitalise on the ‘local’ component of the concept by reaching out in low cost ways to potential customers in the immediate locale, and converting first visits into repeats.
Flyer drops with offers to apartments and offices
Encouraging customers to sign up for an in-house loyalty scheme with coffee cards; birthday cards emailed on their birthday
Below line media with traditional press
Monthly offers and competitions
Providing free Internet and Wi-Fi access
Providing daily newspapers, design magazines and a library of books