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İs Plani Ornegi
 

İs Plani Ornegi

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Prof. Ahmet

Prof. Ahmet

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  • InTurkey, cafesector is highlycompetitive but CheesecakeDreamwilldifferentiatewithitsspecialportfolio of desserts.
  • Innovative approaches can kalksın

İs Plani Ornegi İs Plani Ornegi Presentation Transcript

  • Özlem BolatFerhan Ercengiz
  •  About Cheesecake Dream Investment Opportunity Vision Mision Prices Value Proposition Business Model Competitive Analysis Product Comparison Market Size Market Assessment Café Market Swot Analysis Competition Expected Market Share Market Segmentation Survey Sales Process Organizational Chart Gantt Chart Income Table Cash Flow Exit Strategy
  •  CheeseCake Dream is a café that serves delicious desserts and is specialized on cheesecakes. The targeted segment is high/middle level families, students, young adults, working people and anyone who needs to relax and have joy.
  •  Cheesecake Dream offers 20% equity share of its business to a partner for 0.4M TL. The investment in Cheesecake Dream expected to have a profit potential of 4.8M TL (NPV) or in other words 12 times of its value in 5 years. This will correspond to 1208% at the NPV or annual ROI of 187%
  •  We want to satisfy every single customer that arrives to our cafe by providing special desserts and cozy environment.
  •  In5 years we expect to open 5 stores and increase our brand value to 25M TL.
  •  Cheesecakes – 8-15 TL Cakes – 7-10 TL Specialities – 2-15 TL Ice Cream Specials – 8-15 TL Milkshakes – 10-15 TL Hot Drinks – 4-10 TL Iced and Frozen Drinks – 8-13 TL Soft Drinks – 4-8 TL
  •  Customers will get the best quality of desserts in a relaxing and enjoyable environment. They will feel special.
  •  Ourbusiness model is “service model”. In Cheesecake Dream, we serve desserts, hot&cold beverages.
  •  There are lots of Coffee Stores, Traditional Cafes or Boutique Cafes that serve cheesecakes, desserts and coffee. However we want to differentiate in the market with our special recipe cheesecakes and elegant environment. There are some cafes which have the similar environment but do not have special recipe cheesecakes. So we hold a niche position in cafe&dessert market.
  • When compared to.. Advantages Disadvantages * Specialized products Coffee Stores * Higher prices * High quality service (Sbucks, Nero..) * Few locations * Elegant environment Traditional Cafes * Specialized products * Higher prices (Mado, Özsüt, * Elegant environment * Few locations Saray..) Boutique Cafes * Differentiated products -
  • Cafe & Restaurant Sector in TurkeyTotal Cafe & Restaurant market size for 2011 13.6 billion TLİstanbul Cafe & Restaurant market size 7.3 billion TLTotal Cafe market size 2.7 billion TLİstanbul Cafe market size 1.46 billion TLNişantaşı Cafe & Restaurant market size 192 M TLNişantaşı Cafe market size (Target) 38.4 M TLOur targetted share of market size in Nişantaşı 2 M TL• Türkiye Gıda ve İçecek Sanayi Dernekleri Federasyonu – 2011 raporu
  •  Demand of new tastes in dessert market. Desire of comfort and relaxation in the stressful city. Youth’s need for trendy places.
  •  Cafe market in Turkey is expanding and dynamic. There are many cafes and many more are being opened. Customers’ interest in cheesecake is increasing by time. Creative approaches can contribute to the market and new strategies can attract more customers. Cheesecake Dream is trying to step forward among its competitors by introducing unique tastes.
  • STRENGTHS: WEAKNESSES:- Special recipies - Lack of extensive market know-- Elegant and cozy environment how- Growing market - High price range- High service quality - Lack of advertisement - Risk of unsustainable brand loyalty - Difficulty of finding exclusive chefsOPPORTUNITIES: THREATS:- Increasing demand on different - High competition tastes - Threat of new entrants- Being in a dynamic city- Being located in elite territory
  •  In 2016, Cheescake Dream aims to reach 900 customers per day in five stores. Yearly revenue will be 18 - 22M TL. Cheesecake Dream will have the market value of 24 - 25M TL in 2016
  • SECTOR Customer well funded? Compelling reason to buy? Students NO NO Working YES NOProfessionals Young Adults YES / NO NO A Class Families YES NOMiddle Class Families NO NO
  • Would you like to try new tastes? Do you think that our prices are sensible?6 7 5 6 65 6 5 4 4 54 3 43 3 2 2 2 32 2 2 1 1 1 1 1 11 10 0 1 2 3 4 5 6 7 8 9 10 NOT 1 2 3 4 5 6 7 8 9 10 NOT SURE SURE Only 5 people voted below  Most of the people find prices 5, meaning that most people are sensible. open to taste different desserts.
  • Would you come to our café frequently? How strong would you recomment our7 café? 66 6 5 55 5 4 4 44 4 3 3 3 3 3 33 3 22 2 1 11 10 0 1 2 3 4 5 6 7 8 9 10 NOT 1 2 3 4 5 6 7 8 9 10 NOT SURE SURE People would like to visit  High percent of attendees are Cheesecake Dream frequently. willing to advice Cheesecake Dream to others.  Small part of the attendees do not find Cheesecake Dream attractive enough to tell others.
  •  According to 5th question:  Customers look for lower prices  Brand value is important to them  There is some hesitation to try unknown tastes
  • Ferhan Ercengiz Özlem Bolat Co-founders & Owners Ferhan Ercengiz Özlem Bolat Özlem Bolat Ferhan Ercengiz Özlem Bolat Ferhan Ercengiz Operations & Sales & Marketing Supply Chain & Financial Operations R & D Manager Purchasing ManagerPersonnel Manager Manager Logistics Manager Manager John Fernandez John Fernandez Master Chef Master Chef Hasan Kaya Chef Hasan Kaya Chef Ahmet Balta Waiter Neşe Kural Waitress Leyla Bozan Waitress Ayşe Kurt Waitress Bilal Kara Cleaning Staff Mehmet Taş Cleaning Staff
  • 2011 2012 2013 2014 2015Total Net Sales 2.345.125 3.117.206 3.739.450 4.905.274 6.387.849Cost of Goods Sold 770.150 927.048 1.460.275 1.752.330 2.262.090Gross Profit 1.574.975 2.190.158 2.279.174 3.152.943 4.125.759General Cost 1.058.480 1.058.480 1.058.480 1.058.480 1.058.480Replacement Cost 0 0 0 0 0Operating Profit (EBITDA) 516.495 1.131.678 1.220.694 2.094.463 3.067.279Depreciation -45.000 -50.000 -55.000 -60.000 -65.000Earnings Before Interest and Tax (EBIT) 471.495 1.081.678 1.165.694 2.034.463 3.002.279Financial Income/Expense 0 -19.671 162.270 326.876 616.237Profit Before Tax 471.495 1.062.008 1.327.965 2.361.339 3.618.516Total Tax 94.299 212.402 265.593 472.268 723.703Profit After Tax 377.196 849.606 1.062.372 1.889.072 2.894.813Depreciation 44.000 48.000 52.000 56.000 60.000(Gross Profit)/Net Sales 67% 70% 61% 64% 65%Profit Before Tax/Net Sales 20% 34% 36% 48% 57%(Profit Before Tax+Depr.)/Net Sales 22% 36% 37% 49% 58%
  • 2011 2012 2013 2014 2015EBITDA 516.495 1.131.678 1.220.694 2.094.463 3.067.279Tax 94.299 212.402 265.593 472.268 723.703Bank Loan 200.000 0 0 0 0Fixed Investments 20.000 20.000 20.000 20.000 20.000Free Cash Flow 202.196 879.606 1.097.372 1.929.072 2.939.813 18.373.82Terminal Value 9Discount Rate 1,25 1,25 1,25 1,25 1,25Cumulated Discount Rate 1,12 1,40 1,75 2,18 2,73Discounted Cash Flow 180.850 629.395 628.172 883.412 1.077.022Discounted (NPV) Cumulated Cash Flow 180.850 810.245 1.438.417 2.321.829 3.398.851NPV OF ACCUMULATED CASH (TL) 3.398.851NPV OF TERMINAL VALUE (TL) 6.731.388TOTAL NPV (TL) 10.130.239DISCOUNT RATE (%) 25
  •  The investor is offered three options for exit. The first and preferable one is for the investor to buy Cheesecake Dream at the value calculated above. The second option is an IPO in İMKB, and the third one is to purchase the investor’s 20% shares by Cheesecake Dream at the book value of Cheesecake Dream.