Zero Degree is a startup café located in Dwarka that aims to provide a space for youth to read books and enjoy coffee and snacks. It offers facilities like books, coffee, snacks, a talent room, and games. Its unique aspects are combining coffee with books and a room for sharing talents. The café targets book lovers, foodies, and hostel students between ages 16-45. It plans to promote through social media, pamphlets, posters, and coupons both online and offline.

2. Agenda
 Executive Summary
 Business Strategy
 Marketing Strategy
 Marketing Plan
 Operation Analysis
 Management
 Financial


3. Executive Summary
 Zero Degree is a full- service start – up café with its
office in Dwarka
 The start - up is by the students of Apeejay School of
Management
 It is launched with an objective of providing a place for
youth to read the books they like and enjoy it with their
cup of favorite coffee
 Providing snacks and foods at same time

4. Executive Summary
 Unique Feature of Zero Degree is its “ IDEATION
ROOM”, where people can share their talents and
ideas
 The objective is to be the most preferred youth
junction, targeting Book Lovers and Indoor Activities
lovers

5. General Description
 Problem: No Books and Snacks Café in and around
Dwarka
 Need: Demand for book lovers a place where they
can read and as well enjoy their snacks and coffee
 Customer Segment: Book Lovers, Foodies and
Hostel Students,
 Price Range: All the items would be within the price
range of 500-600
 USP: It’s a service for the Youths, with no direct
competitors in Dwarka it could turn out to be a place
to cherish

6. Industry Background
 COFFEE SECTOR IN INDIA The 6th largest producer of the coffee in
the world.
 Indian coffee has created a niche for itself in the international market.
 Arabica coffee from India is also well received in international market.
 Coffee production in India: Karnataka, Kerala and Tamilnadu. which
contributes about 99% of total coffee production.
 COFFEE CONSUMPTION Per capita consumption of coffee is just 85
grams in compare to other countries. In the annual output of 300,000
tons, domestic consumption is only a third(100,000 tons) India is
predominantly a tea drinking nation. Coffee is a staple only in the
southern part of the country.

7. Vision
• To provide youth a junction to chill out and show
talent
• To provide a common place for books and coffee
lovers

8. • To become most preferred junction to spend time with
a cup of coffee and snacks
• Aims to be the top priority of people
• Who want to show their talent and are looking for a
hangout place
Mission

9. Coffee Shop Marketing
Strategies
Suite of Services
•word-of-mouth advertising
•Offer free Wi-Fi in your shop, for example, to install electrical outlets at each table for
laptops. Book live entertainment in your shop on a regular basis, host poetry readings and
other events with a community feel.
Loyalty Programs
• It can be as simple as punch cards with the promise of receiving every Nth cup of coffee
free, which can be attractive to daily coffee drinkers. Consider taking your incentive
programs to the next level to beat your competitors.
•providing free products of some kind when customer spend certain amounts – possibly
increasing the value of freebies over time.

10. Contd…
On-Premises Advertising
 This means large windows (if possible) revealing the inside sitting area.
 Tables set up outside and coffee menus posted outside.
 Set up clear and visible store signage, highly-visible location.
Promotional Advertising
 Use sales promotions and advertising together from time to time to give shop
a boost in new visits.
 We’ll place coupons in local newspapers and magazines, for example
Leverage social media by posting printable coupons on Facebook and
Twitter, or use a service like Groupon to distribute coupons to Internet-users
in your local area.

12. Facilities
Books
With
Coffee
Snacks
Talent
room

13. Uniqueness
 Coffee and books
 Ambience to sip in coffee and read some books
 A room to share your talent without hesitations
 Snacks, food
 Games

14. Business Concept

15. Start up cost
 First month Rent- Rs. 10,000/- per month
 Modernize fee- Rs. 1,00,000/- (Light music, Calm ambience,
paintings)
 Furniture Fee- About Rs. 60,000/-
 Equipment Fee- About Rs. 1,80,000/-(Coffee machine, Air conditioner,
Stereo, Cash registers, Water treatment.
 Supplies Fee- About Rs.20,000/-(Coffee snack, Coffee cups, Napkin,
Forks and Knives etc )
 First month utensil fee, water and electricity fee Rs.8000/-
 Advertising Fee- Rs 5000/- for first month
Total Startup cost to Open – About Rs.4,00,000/-

16. Operating Cost
 Rs. 8,000/- for utilities per month included fuel, water and electricity
charges.
 Rent Rs.1,20,000/- per annum
 Salary Rs. 37,000/- per month
 Supply cost Rs.20,000/- per month included napkins, coffee, snacks,
cups etc.
 Advertising cost Rs.40,000 per annum
 Insurances of Rs. 10,000/- per annum

17. Price
 Coffee: Rs.50/- to 150/-( Depends on flavor)
 Cake: Rs. 60/- to 300/-(Depends on flavor)
 Cookie: Rs.45/- to 250/-( Depends on Flavor)

18. Funds Borrowed
 Rs. 2,00,000/- from XYZ Bank
 Rs. 1,60,000/- from market securities
Interest rate is Rs. 12.50%
Monthly Payment Rs. 25,000/-
 Rs. 1,40,000/- from self savings

19. Market Competition
STRENGHT WEAKNESS OPPORTUNITI
ES
THREATS
ZERO
DEGREE
Unique idea,
with blend for
foodies
Small menu,
new to the
market
Student
market, foot
traffic
High cost of
entry, if wanting
to expand
Another Fine
Day Café &
Reading
Room
Established
shop, vegan
options
Very expensive Posh locality Direct
competition
with big names
Mountain Cafe All time open,
credible brand
Limited
seating's,
expensive
Near business
center
Competitive
area

20. DEMOGRAPH
IC
GEOGRAP
HIC
PSYCHOGR
APHIC
BEHAVIOU
RAL
SEGMENT 1
(TARGET
SEGMENT)
Age 16-21
Students
Rural,
Urban &
suburban
Lifestyle-
Outdoor &
sports
oriented
User Status
& Loyalty
Status
SEGMENT 2
(TARGET
SEGMENT)
Age 22-30
Young
Workers
Rural,
Urban &
suburban
Lifestyle-
Outdoor &
sports
oriented
User Status
& Loyalty
Status
SEGMENT 3 Age 31-38
Medium age
workers
Rural,
Urban &
suburban
Lifestyle-
Outdoor &
sports
oriented
User Status
& Loyalty
Status
SEGMENT 4 Age 39-45
Business
class
Rural,
Urban &
suburban
Lifestyle-
Outdoor &
sports
oriented
User Status
& Loyalty
Status

21. Online as well as through offline modes
Online- Through social media ads
Offline – Through pamphlets, Posters,
Advertisements and Coupons etc.
Promotion

22. Value proposition
Functional
Benefit
• Great taste
• Variety of
coffees
Emotional
Benefit
• Provides
homely
environment
• Soothing
ambience
Economical
Benefit
• Pocket
friendly
• User friendly
with all
benefits