Case ppt on setting up a retail outlet

1. GOOD VIBES
COFFEE HOUSE
G R O U P 1 1 P R E S E N T S
Books, Beats, Board games, Beans and more

2. EXPLAINING THE IDEAS
Idea Details
Value Proposition
Pentagon Model
Triangle Model
Financial Details
POINTS FOR
DISCUSSION

3. WHAT WE AIM TO ACHIEVE
Become a place, an 'adda' for the
people, a place for fun, frolic and
reflection, with good coffee and
food.
IDEA DETAILS

4. THE VALUE PROPOSITION
The whole idea is to provide a
the old classic way of drinking
coffee in a Cafe with good old
books, and music.

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TEENAGERS
PARENTS AND WORKING PEOPLE:
To connect to the earlier ways of life with books, music
and good old coffee., or play classic games your parents
played and get better than them for the next game night!!
Spend some quality time to relax your mind and soul.
Enjoy the good old days of classic coffee and music if you
are alone.
Spend some time with your friends while enjoying music
or the old board games with your friends just like your
glory days and prove you are still the champion you were!
TARGETED VALUE
PROPOSITION

6. THE PENTAGON MODEL
Place (Size, Location , Layout & Design)
Product
• Range
• Assortment
•Communication
• Positional
• Promotional
Value (Price, Quality)
People ( Service, Knowledge, Climate)

7. Place
STORES
• 2 stores in Pune initially. Then
doubling it every year in other
major cities like Mumbai,
Bangalore
• Website to update about
various events like book
signing by authors, Regional
music launch, etc.Social
media handles on Facebook
and Instagram to update
pictures and promote events
SIZE &
LOCATION
• ~1500 square feet on
average for stores. 20
seater capacity
• Prime Locations one
near students hangout
spot another near
corporate IT park near
to core TG.
LAYOUT
• Open Coffee Bar, Kitchen
and Bistro style seating
with floating tables
• Comfort ensured with a
mix of bean bags, comfy
chairs and couches
• Huge glass windows and
doors
• Few Outdoor seating
arrangement
DESIGN
• Store colors and
materials to be classic
and not cheesy
• Pendant Lighting and
well lit coffee bar.
• Wall book racks in books
arranged as per genre
• Interior design themed
around books, music and
coffee/Tea and good
vibes.

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PRICE
QUALITY
• 40-50% more than customer value. Premium
pricing for experience (focus on Good Vibes)
• Prices, determined centrally in line with
competitors’ for comparable products.
• Discounts, Offers in initial launch phases
• Target Average Order Value of 320 INR.
Very good quality food and coffee that brings
customers back or drive refills/ reorders
VALUE

9. Product
RANGE &
ASSORTMENTS
• Wide Range and deep
assortments beverages but
Narrow range and deep
assortments for other food
menu items.
• Food menu to include deep
assortments of Bakery,
Salads, Sandwiches &
Burgers, Sides and Snacks
RANGE &
ASSORTMENTS
• Wide range of Books &
Music, Narrow range of
Board games or Card
Games
• Free WiFi for those
customers who are
always online and need
to stay connected.
STYLE &
FASHION
• Great Coffee and
delicious food along
with aesthetically
pleasing music in
background along
with Brewing aroma
• Targeting the 5
senses of customers.
INTENSITY
Events like book signing
by authors and local
music launch to be held
more often in initial
launch phase (twice a
month on weekends)
then less intensity later
(Once a month)

10. POSITIONAL
Based on experience of good vibes,
differentiation in terms of hosting events.
PROMOTIONAL
• Separate team to handle Facebook and
Instagram handles. Advertising on social
platforms directed to core TG.
• Focus on getting WOM advertising
• Loyalty cards/Accounts for loyal customer
base to get privileged seat booking for
events
COMMUNICATION

11. SERVICE
• Courteous, Friendly staff with
one coffee bartender
• Book reading, games and ipod
music stations for customers
CLIMATE
• Constant close communication between
store managers and founders
• Promotion of culture of enjoying with
working for everyone - added elements of
excitement
KNOWLEDGE
• On the job training & shadow
training for staff.High emphasis
on promoting good vibes hence
behavior of utmost importance.
People

12. THE TRIANGLE MODEL
Systems
Logistics Suppliers

13. LOGISTICS
• Food and Coffee creation will be done in house.
• Would start by procuring local coffee and emphasize
“local but robust flavor”.
• Deliveries will happen for coffee every two or three
weeks as per a specified schedule
• Based on initial response ans success move to other
offerings like artisanal coffees and specialised flavours.
• For books, music and games, have a tie up to have the
same within two-three days of release to keep newness
• Tap into local suppliers for sourcing of all raw materials required
for food and coffee preparation
• Ingredients for food and milk to be procured on a daily basis, and
spices etc as and when required.
• Coffees and teas to be procured in a gap of two to three weeks as
required, low inventory and maintain freshness of the products.
Specialised items may require network expansion to specialised
suppliers.
• For books and games, have dedicated vendors or look at tie ups
with the commercial houses for exclusive first release and
copies.
SUPPLIERS

14. SYSTEMS
• Invest in a technology forward system and look to
create a technologically forward coffee experience.
• POS to have capability to accept cash and credit
options, based of feasibility and response look at
accepting online wallets like Bhim UPI, Paytm etc.
• Cafe POS system should be designed to help the coffee
shops efficiently manage counter, seated, take-out,
and delivery orders, plus oversee general business
needs. Customer service tools, quick order-taking, and
ticket-tracking top the list of needed features inthe
cafe POS software.
• Also, look at digital inventory management and
implement an online inventory system keeping
visibility across stores, with an interface to place an
order online with the vendors as and when the levels
reach below a threshold.
• Have Ipads at the tables to allow users to play online
games, or read books online should they wish to, also
use them to collect feedback.

15. FINANCIAL
DETAILS
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17. Assumptions

18. Assumptions

19. Assumptions

20. Thank You!