Marketing: Define your target audience: Who are your ideal customers? What are their needs and pain points? Understanding your target audience will help you develop effective marketing strategies. Develop a strong value proposition: What unique value does your product or service offer? Why should customers choose your business over competitors? Build a brand identity: Develop a brand that resonates with your target audience and conveys your value proposition. Create a marketing plan: Develop a comprehensive marketing plan that includes a mix of tactics such as content marketing, social media marketing, email marketing, and paid advertising. Measure and adjust: Regularly measure the effectiveness of your marketing efforts and adjust your strategies as needed to optimize results. Break-even point: Calculate your fixed and variable costs: What are the fixed costs (rent, salaries, insurance, etc.) and variable costs (materials, supplies, etc.) associated with running your business? Determine your unit contribution margin: This is the difference between the price of your product or service and the variable cost per unit. Determine your break-even point: This is the point at which your total revenue equals your total costs. You can calculate this by dividing your fixed costs by your unit contribution margin. Monitor your break-even point: Regularly monitor your sales and costs to ensure that you are on track to reach your break-even point. Adjust your pricing, costs, or marketing strategies as needed to improve profitability. Launching a successful startup takes time, effort, and careful planning. By focusing on effective marketing strategies and understanding your break-even point, you can increase your chances of success.

1. Free Seamless Wi-Fi
Get unlimited, reliable
20Mbps+ internet every
time you visit a Hideout
space.
Exclusive Work Zones
Find comfortable eating,
delighted music, perfect
lighting, and power
outlets.
Delicious Food Benefits
Find fresh food and juices
on discounts, cashbacks
and offers.
Exclusive novels on rent
Find a wide variety of
novels with a minimal
rent charge.
Become a co-worker at
Hideout
Start-Up report
Enhance your experience to a notch
and reimagine coworking with our
all-encompassing workspace features.
Founders:
Vishal Gautam
PRN15
Shweta Naiskar
PRN39
Tabassum Irfan
PRN73
Anand Raj
PRN84
Ashwani Kumar
PRN88
Brijesh
Chattopadhyay
PRN90
Harender Singh
PRN99
Devesh Jadhav
PRN101

2. 2
INDEX
S.No. Topic Page No.
1 Identifying a Start Up Idea: GAP Analysis 3
2 Identifying a Start Up Idea: Finalising Appropriate Alternative 5
3 Trend Analysis 7
4 STPD: Segmentation, Targeting, Positioning, Differentiation 10
5 Buyer Persona 12
6 Positioning based on persona –Value proposition 13
7 Brand Logo 14
8 Competitive Analysis 15
9 Marketing Mix 18
10 Revenue Model 21
11 Promotion Mix - Print advertisement for start up 24
12 Business Model Canvas 25
13 Service Blueprint 26
14 Feedback and Comments 27

3. 3
1. Identifying a Start Up Idea: GAP Analysis
Idea/Plan Current State
(FROM)
Desired Future State
(TO)
GAPS
Cafe Chains
Area: Service
Sector: Hospitality & Supply
Chain
Target group: Urban
(Corporate/school/Colleges)
1. Basic cafes with poor
USP skills.
2. Most of the cafes
serving coffee and snacks
only just for the sake of
ambience and leisure
account.
3. Lack of innovation and
creativity in infrastructure
and marketing techniques.
4. Cafe's having attractive
ambience are usually high
on budget, young people
usually avoid them.
5. Most of them lack
offline work culture
facilities.
6. People focusing more
on health avoid such
places as they have fewer
options available to them.
1. We will organize and penetrate
Tier 1 and Tier 2 cities, making
innovation and creativity longing
together to create a perfect sense of
aura.
2. Cafe providing quality food,
coffee, and lounging services at
affordable price for a better
satisfaction and experience.
3. Combined with fresh and healthy
juice with in-house production
facility and supply chain network
attracting people concerned more
with health and pitching the
corporates with our product quality
and marketing techniques, providing
easy and affordable supply chain
services
4. Our USP's would include natural
light space and easy in-house library
serving rental of books & literature,
section themed for modern office
work culture.
1. Majority of the cafe's areas in
India is still have basic themed
designs and poor operational
characteristics, affecting the
overall run cost.
2. Fresh fruit juice business is a
great opportunity for
entrepreneurs trying to start a
new business with low
investment. Majority of the fresh
fruit juice business in India is still
unorganized and dominated by
roadside shops, run by sole
proprietors. Changing lifestyle
and demand for hygienic and
clean juices and facilities is
creating a growing demand for
fresh fruit juices in India.
3. Improving office work culture
towards a healthy lifestyle.
4. The basic idea is, "Novel for
renting on weekly basis".

4. 4
Low budget interiors and
renovation
Area: Service/Product
Sector: Interior Designing
Target group:
Urban/Corporates
1. This is something that
people have liking and
having inclination towards
but the fact it is not a
necessity. Hence, it is not
a need among people also
due to the fear of its high
implementation cost and
lack of affordable and
available platforms people
are less willing to indulge
into.
1. The basic idea is, meet the
"interiors and renovation art"
amongst the target customer with a
low budget approach.
2. Making consumer feel it a need to
upgrade their housing
experience to give a new touch.
1. People have doing in on a
lower scale and only targeting
elite sections of society who are
willing to invest a lot, hence
creating a fear expression
amongst middle and upper
middle class of society.
2. We will try and penetrate the
above-mentioned sections with
innovation and creative ideas
under low budgeting, keeping the
material cost low and a fancy
outgoing modern touch
Solar installation and
maintenance
Area: Product & Services
Sector: Power
Target group: Urban / Rural
1. Many Startups are
failing as they are trying to
serve large volume at a
slim margin, providing
poor quality material.
Hampering trust and value
amongst customers.
2. Warranty Claims cause
higher replacement and
losses for Startups.
1.We can offer large installations to
be done by multiple subscribers
which reduces the risks of failure
and making it easy going to the
pocket.
2. A sustainable pricing policy for a
long-term systematic plan and
sustainable returns.
1. Low quality materials
availability, reducing the life and
quality of the product and market
shelf life.
2. Poor customer Service support,
we will work on providing reliable
after sales services for customer
retention.
Mango Supply
Area: Product
Sector: Retail
Target group: Urban/Rural
1. Higher pricing at the
time of season are a major
concern.
2. Depreciated quality due
to higher demand and less
1. To make them availability at a
lesser price.
2. Providing superior quality
mangoes with reduced pricing cost
with planned logistics and
systematic warehousing.
1. Unavailability of quality
Ratnagiri mangoes.
2. Removing middlemen and
commissions.

5. 5
availability of the product
that too at higher cost.
E-Commerce for thrift
Market
Area: Service/Product
Sector: Retail
Target group: Rural/Urban
1. No common online
platform for thrift
products sale an exchange
platform.
2. A new venture as in
India, since very
approaches and exposure
availability.
1. One place solution website for
used fashion products like shoes,
clothes, etc.
2. Using biodegradable packaging
material to emphasis on
environmental concerns.
1. Websites for different products
are available but no
common platform for all types
of products.
2. Packaging used is non-
biodegradable which destroys the
purpose of thrift stores.
3. Awareness is still low among
the people.
2. Identifying a Start Up Idea: Finalizing Appropriate Alternative
We brainstormed and dedicated discussion on every topic and applied various strategical approaches like nominal and
Delphi techniques to reach conclusive outcomes. Further, we connected with every idea and representative, catering
to all the cost models and revenue propositions.
Since most of the ideas, we're influencing and contained potential to be pursued, we finally did conclusive voting to
eliminate out and choose a particular final one: Café Chains. To make our final idea more exciting and put up some
attractive UPS, we included a few other potentially good ideas but could not be exhibited individually. Hence, we
summed up our lead Café Chains with those ideas, which eventually added to the USP's.
Our final start-up idea is a collaborative fusion of applied marketing strategies and operational skills, enabling us to
exhibit. Various strategies to generate revenue and create a market establishment for customer retention.

6. 6
Idea/Plan Current State
(FROM)
Desired Future State
(TO)
GAPS
Cafe Chains
Area: Service
Sector: Hospitality & Supply
Chain
Target group: Urban
(Corporate/school/Colleges)
1. Basic cafes with poor
USP skills.
2. Most of the cafes
serving coffee and snacks
only just for the sake of
ambience and leisure
account.
3. Lack of innovation and
creativity in infrastructure
and marketing techniques.
4. Cafe's having attractive
ambience are usually high
on budget, young people
usually avoid them.
5. Most of them lack
offline work culture
facilities.
6. People focusing more
on health avoid such
places as they have fewer
options available to them.
1. We will organize and penetrate
Tier 1 and Tier 2 cities, making
innovation and creativity longing
together to create a perfect sense of
aura.
2. Cafe providing quality food,
coffee, and lounging services at
affordable price for a better
satisfaction and experience.
3. Combined with fresh and healthy
juice with in-house production
facility and supply chain network
attracting people concerned more
with health and pitching the
corporates with our product quality
and marketing techniques, providing
easy and affordable supply chain
services
4. Our USP's would include natural
light space and easy in-house library
serving rental of books & literature,
section themed for modern office
work culture.
1. Majority of the cafe's areas in
India is still have basic themed
designs and poor operational
characteristics, affecting the
overall run cost.
2. Fresh fruit juice business is a
great opportunity for
entrepreneurs trying to start a
new business with low
investment. Majority of the fresh
fruit juice business in India is still
unorganized and dominated by
roadside shops, run by sole
proprietors. Changing lifestyle
and demand for hygienic and
clean juices and facilities is
creating a growing demand for
fresh fruit juices in India.
3. Improving office work culture
towards a healthy lifestyle.
4. The basic idea is, "Novel for
renting on weekly basis",
reducing cost price for the
customer.

7. 7
3. Trend Analysis
3.1 Trends within specific external forces
EXTERNAL FORCE TREND IDENTIFIED BY AN ENVIRONMENTAL SCAN
Social 1. Fresh juice distribution network encouraging focus on personal health.
2. Increasing awareness to reduce plastic waste using plastic deposit redeem points system.
3. Encouraging people to socialize and develop interest in literature trough café library.
Economic 1. High Capital investment will be required to setup café.
2. Maintenance and servicing is easy and cheap. Less number of workers required but with
strong skill set as food and flavor will be our USP.
3. Procurement and ERP with local vendors and suppliers will save our inventory costs. (Just-
In-time)
Technological 1. Easy Mobile App associating for customizing the order as per consumer wish.
2. AI- continuous feedback/ surveys and customer preference data collection will help the
neural network to provide a statistical study on what product/items we should focus on.
3. café mobile app having novel booking (Keeping track of available inventory of novels,
easier issuing, and return).
Environmental 1. Solar powered office workstations, reducing electricity consummates at day times.
2. Conserving water with water saving toilets and inhouse simple filtration techniques.
Competitive 1. First to Pitch – Branding & Marketing shared space café and other USP’s on Social media
platforms creating awareness influence.

8. 8
2. Targeting customers for the health desires of fresh juices, pitching attractive with our
supply chain delivery service, kick starting the untapped fruit juice industry.
3. Providing literature and novels, in-house reading, and rentals, attracting customers
preferring physical book instead a pdf on kindle.
Regulatory 1. Political – make in India
2. Legal –
· Fire NOC if the seating capacity is greater than 50
· Site plans and photographs
· Documents of the restaurant building and NOC form property owner
· Trade license
· FSSAI license
· Photocopy of valid NDMC/MCD/DCB/ Airport Authority of Indian trade license and valid
fee receipt
· Undertaking regarding the installation of a CCTV camera recording facility with a minimum
of 30 days recording stored.

9. 9
3.2 Trend and understand how it affects your idea? Benefic or Malefic?
EXTERNAL FORCE TREND IDENTIFIED BY AN ENVIRONMENTAL SCAN
Social Food blogging - Encourage people to eat healthy food. Hence capturing customer attention.
Economic Make In India - can be used to attract people and bringing the competitive café market a local
vendor.
Technological Online pre-order/scheduling of food and Novels - Can be used as an asset to target the youth.
Environmental Go Green Initiative - Will help café stand out of the rest of the competition because of plastic-
token method. A marketing tools.
Competitive Stay Healthy - Encourage people to eat healthy food. Hence capturing customer attention.
Theme Based Café- Attracts first- timers to enjoy the ambience. Hence increasing customer
base
Regulatory Covid Restrictions for gathering- Prompting people to stay at home, hence reducing sale and
customer base. (M)

10. 10
4. STPD: Segmentation, Targeting, Positioning, Differentiation
The first step of the STPD marketing model is the segmentation stage. The main goal here is to create various customer
segments based on specific criteria and traits that you choose. The four main types of audience segmentation include:
A. Geographic -
a. Zip code – 560038
b. City – Bangalore
c. Population – 84.4 lakhs
d. Distance from assumed targeted locations – 5-8 kms radius
e. Dominating Language – English, Kannada, Hindi

11. 11
B. Demographic -
a. Age – 20-35
b. Gender – All
c. Income – more than 8 LPA
d. Occupation – Working Professionals, Students
C. Psychographic -
a. Factors – Coffee, food quality, ambience, location, and ratings
b. Interests & Hobbies – Novel reading, social media, travel and adventure, art classes, fitness nerd
c. Personality Traits – Confident, sociable, spendthrift, gregarious, thoughtful, Heath Freak
D. Behavioural -
a. Purchasing/Spending Habits – Shopping, food & juices, Novels and Books, Coffee & Tea
b. Brand Interaction – Medium to High
c. Customer Loyalty – Average
d. Actions taken on social media – Medium to high activity level
This gives an overview of the Hideout Cafe when shows that how we are planning to apply differentiation Marketing
strategy successfully in the market. It has adopted the STPD Process i.e., Segmentation, Targeting, Positioning and
Differentiation strategy. Our motive is to implement its Marketing Mix strategy in terms of price, product, distribution,
service, and promotion to support its positioning strategy.

12. 12
5. Buyer Persona

13. 13
6. Positioning based on persona –Value proposition

14. 14
7. Brand Logo
Justification: -
We have Agreed on this logo as it consisted of the main highlights of the Startup. The instant brand logo is a coffee cup
with Hideout written on it. Where the Coffee cup signifies peace, that is our customer’s requirement for work and the
hot healthy served photo. We have settled with the word Hideout because it acts as a hideout for people who wants to
work in peace.

15. 15
8. Competitive Analysis
For a better understanding of our startup's competitive analysis, we opted to use two techniques
• BCG Matrix – Also called as Growth Share matrix
• SWOT Analysis
8.1 BCG Matrix – Also called as Growth Share matrix
Our café has 4 main product lines
1. Food Items
2. Fresh Juices
3. Charging points & workstations
4. Novels
There are 4 quadrants in which the matrix is divided
as –
DOGS: These are products with low growth or
market share.
CASH COWS: These are low growth market products
with high market share
QUESTION MARKS or PROBLEM CHILD: High growth
market products with low market share
STARS: Products in high growth markets with high
market share

16. 16
The elaboration for the four quadrants of matrix.
▪ Stars - High growth markets with high market share – Food items – With the growing population and the emergence
of millennials, they are increasingly inclined to spend their free time in a café with a relaxing atmosphere and good
food at a fair price.
▪ QUESTION MARKS: - High growth market products with low market share – Charging points & workstations – The
concept of providing clients with chargers and charging sites at predetermined rates could be the next big thing in
the industry, as it is new.
▪ DOGS: Low growth or market share – Novels – People are migrating away from novels and toward podcasts and
videos as technology advances, but even in this modern period, we want to give them the experience of reading
novels at a reasonable price and spending time in the café.
▪ CASH COWS: Low growth market products with high market share – Fresh Juices – As more people become
interested in nutrition and living a healthy lifestyle, fresh juices with no contaminants are becoming more popular,
and we can give them despite our modest profit margins.
8.2 SWOT Analysis

17. 17
Strengths – The qualities which are our strong points which would enable us to stand & retain in market
➢ High service levels
➢ Highly motivated staff to work hard
➢ Attractive design of café thus providing subtle ambience
➢ Customer focused approach
➢ Continuous Sale in our café due to multiple product
Weakness – The points where we need to work upon and turn them into our string points
➢ Less Market data available
➢ Manual system available now
➢ Difficulty in making a name as we are new in the market
➢ Highly competitive market
➢ Cost Disadvantage as margins are low
Opportunities – The points where we should invest upon to have better growth
➢ Developing direct relations with customers
➢ Innovation with technology
➢ Develop Brand Loyalty by offering rewards
➢ Mobile app and home delivery service
➢ Increase the target geographic area
Threats – The pain points which is a roadblock in front of us
➢ Difficult to maintain cash flow
➢ Low profit margin and must manage all costs

18. 18
➢ Price sensitive market
➢ Costly suppliers due to good quality products used
➢ Low prices of competitors who are already there in the market
Conclusions: - After a thorough analysis, we decided that a coffee shop business is good and can run successfully in the
turbulent market after doing a detailed swot analysis and analyzing growth share matrix. We must be astute and
understands how to maximize on strengths and seize opportunities. Then everything is fine. Threats, on the other hand,
are real, we should strategize properly & have a plan in place to deal with them.
9. Marketing Mix
Marketing Mix: - It refers to the set of actions, or tactics, that a company uses to promote its brand or product in the
market. The 4Ps make up a typical marketing mix –

19. 19
• Product
• Price
• Place
• Promotion
Product
Our café offers a diverse choice of products aimed mostly at teenagers, students, and businesses. Food and coffee,
for example, have a worldwide flavor. Most foods, such as samosas, masala sandwiches, tikka sandwiches, shakes,
tea, coffee, and juices, have been adapted to appeal to Indian palates. As a result, they've been attempting to
capture the Indian flavor, as well as traditional coffee and juices, while also providing room for people to
collaborate.
Price
It has a price that is quite affordable to India's upper middle class. A cup of coffee costs between Rs.80 and Rs.450,
and other things are priced similarly. Even though we have very low profit margins, we have considered the
restrictive budgets of our consumers and attempted to give them with everything at a reasonable price.
Pricing in Detail (All prices in INR)
1. Food Items
• Maggie -> From 45/- to 130/-
• Sandwiches -> From 80/- to 350/-
• Burgers -> From 40/- to 120/-
• Appetizers -> From 65/- to 290/-
• Brownies -> From 75/- to 180/-
• Pancakes -> From 110/- to 280/-

20. 20
• Pizzas -> From 160/- to 780/-
• Platter -> From 450/- to 1200/-
• Samosas -> From 15/- to 50/-
• Sundaes -> From 140/- to 750/-
2. Salads & Fresh Juices (Beverages)
• Salads -> From 120/- to 380/-
• Teas -> From 40/- to 140/-
• Coffee -> From 80/- to 450/-
• Juices -> From 70/- to 550/-
3. Charging Point & Workstations (via Token System)
• Laptop Charging -> 30/- per hour
• Mobile/Tablets Charging -> 10/- per hour
• Laptop Charger -> 20/- per day
• Mobile/Tablet Charger -> 5/- extra per day
4. Novels
• English Novels - 20/- per day
• Hindi Novels – 15/- per day
Place
We have decided to open the cafe in every possible location where some business can be generated in Tier 1 and Tier
2 cities (Delhi NCR, Bangalore, Mumbai, Pune, Bangalore, Chennai, Hyderabad, Kolkata, Ahmedabad, Surat, Nashik,
Chandigarh, Raipur, Jaipur, Udaipur, & Varanasi), considering the purchasing power of the respective cities. This is a
critical component in deciding the profitability of a retail chain, which we hope to establish soon assuming all goes well.
With strategically positioned outlets, we hope to cater to our target clientele. To attract the most people, our outlets

21. 21
would be positioned in High Street/ Family Entertainment Centres, near colleges, and mostly on important roadways.
As of now we have decided to start with Indiranagar, Bangalore and expand later.
Promotion
The promotional mix is the method of informing clients about the items and services that one must provide. The
importance of advertising in this mix cannot be overstated. We're new to the market and wish to start small, allowing
our clients to speak for themselves, resulting in stronger word-of-mouth marketing and thereby creating an impact
with actual stories. We decided to advertise on four billboards in Bangalore, namely in Whitefield, Basavanagudi,
Koramangala, Malleshwaram, because these are the most luxurious districts of the city, and the average cost of
displaying the ad for the size of 40*25 is 60000/- totalling roughly 2.5 lakh. We'd start with this strategy, then when
revenue began to flow in, we'd increase our promotions correspondingly.
10. Revenue Model
Revenue Model: Hideout Café
Startup Cost:
S.No. Expenses Amount
1 Legal and Administration 2,00,000
2 Marketing 2,50,000
3 Interior and Setup cost 25,00,000
4 Other Costs 2,50,000
Total 32,00,000
Operational Fixed cost:

22. 22
S.No. Expenses Amount
1 Rent @monthly 1,30,000
2 Insurance 40,000
3 Loan and interest 80,000
4 Fixed Salaries 250,000
Total 5,00,000
Operational Variable cost:
S.No. Expenses Amount
1 Labor cost 40,000
2 Goods and Service 40,000
3 Technology usage and Electricity bills 2,00,000
4 Taxes 50,000
5 Other costs 70,000
Total 4,00,000
Average total Daily cost = Daily variable cost + Daily Fixed cost = 30,000

23. 23
Sales projection:
Hours of operation Daily: 6 AM – 2 AM (20Hrs) 2 shifts
Expected Daily Footfall: 150+
Expected number of transactions per hour: 8
Average Sale per Receipt: 300
Gross Revenue per Day
Gross Revenue per Day = Avg. Sale per Receipt x Avg. transactions per hour x (Daily Operational Hours)
Gross Revenue per Day = 48,000
Net Revenue
Net Revenue = Gross Revenue – Total of fixed and variable cost (Daily)
Net Revenue = 18,000
According to our projection, we will get a daily revenue generation of Rs. 18000.
Break-Even Point (Sales)
Sales Margin = Gross Revenue – variable cost
Sales Margin = 48000 – 13333
Sales Margin = 34667
Break- Even Point = Fixed cost / Sales margin
Break- Even Point = 500000/34667
Break- Even Point = 14.42 days Break-even point for a month comes on 15th day.

24. 24
11. Promotion Mix - print Advertisement for start up
Justification
The poster is a single-page representation of all the objectives of the business attracting customers. It highlights the
essence of the company and represents them in a lovely format. Our start-up poster highlights our cream point and
specialty of café. It shows that it’s a place to enjoy your work, health, and hobbies with your companion. It highlights
our business USPs, which provide fresh juice, food, work, and hobbies in a very serene ambience.

25. 25
12. Business Model Canvas

26. 26
13. Service Blueprint

27. 27
14. Feedback and Comments
When we started working on our startup idea, all 8 of us came up with various suggestions. We found a way to merge
many of those, found out the gaps in the current system, and come up with a super idea, thus learning the first step of
group work.
After finalizing one idea, hideout café, we started working on trend analysis, keeping some factors in mind (social,
economic, technological, environmental, competitive, and regulatory). From this, we learned the trends/factors we
should be focusing on and be aware of. We floated a google form to know more about people’s preferences and choices
related to books & magazines, their views on a separate workspace, food bloggers or vloggers they follow, etc.
This data helped us know that our target audience would be aged between 20-35 years, including students and
professionals. Almost 70% of people prefer visiting with friends, and the factors they consider while choosing a place
are food quality, ambience, location, and ratings. Almost 31% of people prefer visiting cafés once a month whereas 21%
prefer once in two weeks, mainly in the evenings. As there were many positive responses for separate library spaces,
we will provide books in various genres. More than 50% of people visiting are health conscious. Hence, we will introduce
the service of fresh juices. We also learned about the average amount of money people are willing to spend on their
every visit, which helped us work on our revenue model and learn our break-even point.
While studying the current market environment, we realized that majority of the fresh fruit juice business in India is still
unorganized and holds an excellent opportunity for us and accordingly plan our marketing strategies while launching
our café. We also analyzed the strengths and weaknesses of our café, which showed us the factors we need to promote
and should be taken care of to avoid any loss. We also learnt poster making skills to promote our marketing, the basic
functioning of a café: the suppliers’ relationship, inventory management, service movement (from placing order till bill
payment). We also learned the importance of customer retention rendering consistent quality with a naïve but
compelling marketing strategy that is strong enough to withstand the initial winds and turn the startup into a brand.

28. 28
VALS Survey Data

29. 29

30. 30

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33. 33