Usually called More thatha who is located in thiruvanmyur beach on coastal road!! Study on his business!

1. BIG BUTTERMILK
BUSINESS
-PLACE WHERE RICKSHAW’S AND BMW’S MEET
SWARRNA.L
LAKSHMI SWETHA.A
SUBHASHRI.M
SHREEPRIYA.N.S

2. HISTORY
 Kuripungulam in Thoothukudi district,Ramajeyam a.k.a. Thatha More.
 Migrated to Chennai in 1998, being an unsuccessful watchman, rice seller he started his
business in 2002.
 Thatha More and his wife R. Pameela sells fresh buttermilk garnished with raw mango,
cucumber and boondi.

3. THATHA MORE FOR A REASON
PRICE
INCREAS
• RS.15-20
(2014)
DEMAND
INCREAS
• ?
30K-35K
/MONTH
• 40 LITERS OF
BUTTERMILK

4. WHAT MADE
HIM FAMOUS?
16 MAY 2014
THE HINDU
ARTICLE
WHY
BUTTERMILK?
CUSTOMER
SUGGESTION
WHY 9PM -
3AM?
FAMOUS WITH
THE TIME
WHY
TIRUVANMYUR?
FAVORABLE
LOCALITY
HOW DID HE BECOME FAMOUS?
WHERE DID HE GET THIS IDEA?
WHY BUTTERMILK?
WHY 9 PM-3 AM?

5. BUSINESS RISK
4
5
3.9
2.6
2
0
1
2
3
4
5
6
JAN-MARCH APRIL-JULY AUGUST-SEPT OCT-NOV NOV-DEC
Series 1
SALES SEASON
HIGH APRIL-JULY
HIGH-MEDIUM JAN-MARCH
MEDIUM-LOW AUGUST-SEPT
LOW NOV-DECEMBER
(ESPECIALLY
RAINY)

6. HR PERSPECTIVE
• NO LABOUR COST
• SOLE PROPRITORSHIP
MARKETING PERSPECTIVE
• 2014 “THE HINDU’ ARTICLE
• YOU TUBERS, BLOGGERS
• WORD OF MOUTH
STRATEGY
• TARGET CUSTOMERS
• SPECIFIC TIMINGS
• ECONOMIC INGREDIENT
FINANCIALS
1 CUP= MANGO+ BOONDHI+ CUCUMBER+ BUTTERMILK+ SPICES
1CUP= RS.30
PER DAY= 200 CUPS= RS.6000
PROFIT %= 50%= RS.15/CUP
COST PRICE= RS.15 -> SELLING PRICE= RS.30
EARNINGS PER MONTH= 1,80,000
CASE FACTS

7. SWOT ANALYSIS
STRENGTH
• KNOWS TARGET MARKET
• SPECIFIC ABOUT THE
TIME
AND AVAILABILITY
• NO COMPEDITORS
WEAKNESS
• ONLY TARGET NIGHT OUT
CROWD
• COVERS VERY SMALL AREA
THREAT
• STRICT POLICE PATROL
• RAINY SEASON
OPPORTUNITY
• COVERING LARGE AREA
• CHANGE IN TIME WHICH
PULLS CHILDREN AND
ELDERS

8. HR PERSPECTIVE
• LABOUR COST
• SOLE PROPRITORSHIP
MARKETING PERSPECTIVE
• EFFORT TO MARKET
• INVESTMENT IN
MARKETING
STRATEGY
• TARGET CUSTOMERS
• SHOP TIMINGS
• WIDEN SCOPE AS
TARGET MARKET
INCREASES
FINANCIALS
1 CUP= MANGO+ BOONDHI+ CUCUMBER+ BUTTERMILK+ SPICES
INVESTMENT COST + MARKETING COST
LABOUR COST + NEW MENU COST
ASSUME: 1CUP= RS.35 -> 200 CUPS/ DAY
PROFIT %= 30%= RS.10.5/CUP
EARNINGS PER MONTH= 2,10,000