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Entrepreneurship Project: Cafe in London (Ziferblat)
- 1. FREE SPACE ZIFERBLAT IN BERLIN Prepared by: Suet Ying Chow & Kristina Proskurina 8/11/2017
- 2. AGENDA 1. Executive Summary 2. Short Background of Team 3. Strengths, Weaknesses and Mutual goal 4. The Innovation 5. Market Research 6. Marketing and Sales 7. Economics of the Business Model 8. Threats & Opportunities 9. Conclusions & Recommendations 8/11/2017 2
- 3. EXECUTIVE SUMMARY IDEA - First Ziferblat in Moscow, social project - 15 Ziferblats for 6 years, including London and Lyblyana! VALUE - Free space with home environment - Guests can bring their food, order pizza or cook something INVESTMENTS Camy & Kristina– EUR 20 000 External - EUR 95 000 Total – EUR 115 000 PLANS - Expected payback period 1 year - Approximate monthly income 12 000 EUR per month after a year of work work 8/11/2017 3
- 4. SHORT BACKGROUND OF OUR TEAM Legal degree, with honors, LL.M. 15 years work experience in law Strong analytical skills 7 years in international company Manager Position Internship with local law firm Master Degree of Business Administration Experience in restaurant operations International Experience 2 years in Germany already, familiar with local environment 3 years experience in marketing Strong event organizational skills CAMY Marketing Director 8/11/2017 4
- 5. STRENGTHS, WEAKNESSES AND MUTUAL GOAL Strengths - Relevant expertise; - Knowledge of the local environment; - International work experience; - Business connections; - Excellent collaboration in group Weaknesses - Lack of external funds; - Lack of professional finance knowledge; - Lack of professional German language; - Lack of substantial entrepreneurship experience We will create a place in Berlin, where everyone, regardless of nationality, age or interest could make friends! 8/11/2017 5
- 6. SHORT VIDEO https://www.youtube.com/watch?v=LitZU2xqnr4 From the beginning until 1:39 8/11/2017 6
- 7. Key Partners Client Value Propositions RelationshipKey Activities Key Resources Cost Structure Revenue Streams Channels • Landlord • Suppliers of food & beverage • Musicians, artists, lecturers, reporters • Accounting company, local law firm • Internet provider • Socializing, co- working, chilling • Special Events • Social projects • Financial • Human • Intellectual property • Furniture, equipment, musical instruments, specific attributes for interior • Home atmosphere- self service and trust building • Communication activities • Special events • Customer involvement in the company decision making • Social projects • Creating a “Third-place” for customers • Building highly trust relationship with clients and partners • Encourage making friends and participate in social projects • Stimulates creative and educational activities • Rent and maintenance expenses; • Salaries and consultants fees, other fees; • Organizing activities costs; • Sourcing (food, beverages, books, newspapers) • App/ Website development and maintenance • Promotional materials In Ziferblat (Berlin): 5 cents per minute, 3 EUR per one hour Tickets of exhibitions, lectures – 7-10 EUR per event Profit return: 0 — 15.000 EUR a month after a year of work The majority of all Ziferblats became profitable after one year of work Everyone regardless of ages, nationality, social status, interests • 15 Anticafe in the world open 1000 Ziferblats by the end of 2025 (franchise model) • Located at City Center • Promotional Channel: Comments from friends, Facebook, Apps, website • Location in Berlin – 220 sq.m., Kreuzberg, near touristic places, 5-min. walking distance from U- Bahn 8/11/2017 7
- 8. UNIQUE VALUE PROPOSITION GAIN Friends Fun Knowledge Business Connections PAIN No one place to go, where people can work, study and make friends, at the same time NEED Space for Work/Study Relaxing Socialize EXPERIENCE - Self-service, - Customer involevement - Wish to return again - Friendly relationships with each client BENEFITS - Everything is included into the price for the time - Home environment - Cultural events - Table Games, movies, entertainment FEATURES - Convenient place for work and study - Social events and special activities are holding every week SUBSTITUTES: standard cafes, home offices, cultural halls 8/11/2017 8
- 9. TRENDS Source: Ernst & Young’s 2011 European attractiveness survey (Total respondents 812) 8/11/2017 9
- 10. BERLIN IST ARM, ABER SEXY… Centre of design, fashion, musik – Athenos on Spree.. Free study programms (245 high schools; 4 major universities 171K students) • Liberal atmosphere • 600K Freelancers • 1,2 Mil. employees • Many Start-Ups • 3,5 mil. - in 2016 • 3,809 - per sq. km. Population Philosophie Cultural LifeStudy 8/11/2017 10
- 11. WHO ARE OUR CUSTOMERS? Students Entrepreneurs Creative people Freelancers Anyone, regardless ages, nationality, social status, interests, who spends time to create value 8/11/2017 11
- 12. QUANTITATIVE RESEARCH 14 Questions in total & 80 respondents who are living in Berlin •54% Willing to pay for the time •40% Interested in Opening/ investing Ziferblat • Special event interested: concert, exhibition, party • Major advertising channel: Word of mouth & social media platform 8/11/2017 12
- 13. Consumer Patterns of Ziferblat in Russia Average spending hours 2 hours Age Group 16-30 Number of visitor as a group Come either alone, or in a group of 2 OR more than 5 people Major Promotional Channel Word of mouth Natalia Enokianc BD Director of Ziferblat QUALITATIVE RESEARCH 8/11/2017 13
- 14. 8/11/2017 14 Convenience Expensive furniture & food No. of Staff Service delivery Speed Social Project organizing Special Events holding Customer Involvement in decision making Home atmosphere New pricing method Self- service concept Anti café Tradiional café (non-chain café) Fine Dinning Restaurant Starbucks (Chain café) Raise Eliminate Reduce Create High Low Fine Dinning Restaurant Traditional Cafe Ziferblat Berlin 14 Starbucks Ziferblat value curve
- 15. COMMUNICATION ACTIVITIES Entertainment Cultural Events Co-Working Space Social Projects8/11/2017 15
- 16. PRODUCTS AND SALES PROJECTION 8/11/2017 16 2018 2019 2020 Sales development 244,240 571,200 793,920 Gross margin 203,296 476,160 698,880 Net profit -30,422 155,745 300,817 -100,000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 EURO Development of sales, gross margin and net profit (38%) (83%) (-12%) (27%) (83%) (88%)
- 17. ECONOMICS OF BUSINESS MODEL 8/11/2017 17 YearProduct Product 1 Product 2 Product 3 2019 Time Tickets for Lectures Tickets for Exibitions Total Revenue € 518 400 € 28 800 € 24 000 Direct Costs € 86 400 € 8 640 € 0 Gross Margin € 432 000 € 20 160 € 24 000 1. Revenue and Costs
- 18. 8/11/2017 18 ECONOMICS OF BUSINESS MODEL 2. Summary of Income Statement Sales 2018 2019 2020 Total sales €244 240 €571 200 €793 920 Total operating costs €236 006 €288 928 €322 859 Operating profit -€32 710 €187 232 €376 021 Profit before tax -€30 422 €187 076 €376 021 Net profit -€30 422 €155 745 €300 817
- 19. ECONOMICS OF BUSINESS MODEL 8/11/2017 19 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 2018 2019 2020 Jahr 3. Accumulative Cash Flow ITEMS AMOUNT Share Capital € 5 000 Needs for Establishment and and Development € 80 000 Reserves € 10 000 TOTAL € 95 000 4. Investment Needed
- 20. OPPORTUNITIES AND THREATS OPPORTUNITIES Short-term: - create home environment - working platform - make use of Berlin hustle and bustle hipsters atmosphere Long-term: - contribute to the society development - attract more investors - as a stepping stone to expand the business in other potential cities THREATS - rigorous competitions from regular cafes and jugendzentrums - lack of Berliners´ awareness of this new concept - more than 10 000 homeless people live in Berlin - high regulatory requirements in Germany and quality control standards 8/11/2017 20
- 21. WRAP-UP CONCLUSIONS & RECOMMENDATIONS The most important is atmosphere – we need to create it! All the employees should be passionate about the idea Clients will be involved into the process of Ziferblat development We will be always in line with the current trends We will produce high quality home-made pastries We will create social value – renovation of the city and helping refugees programs Without any reasonable doubt such Project has all the chances to be successful in Berlin! 8/11/2017 21
- 22. Suet Ying, Chow (Camy) Marketing Director (Ziferblat Berlin) Email: camimi1028@yahoo.com.hk Contact number: +49 176 65078999 Kristina Proskurina Business Development Director (Ziferblat Berlin) Email: okristina1@uandex.ru Contact number: +49 1514 6911418 Indira Alymkulova Chief Executive Officer (Ziferblat Russia) Email: indira.alymkulova@gmail.com Contact number: +79099813506
- 23. M 45%F 55% Gender 21-30 37% 31-40 49% 41 or above 14% Age Student 57% Freelancer 5% Entrepreneur 3% Full time employee 23% Unemployed 8% Others 4% Occupation 0-700 47% 701 – 1500 26% 1501 – 3000 15% 3001 or above 12% Income (Euro) 8/11/2017 23
- 25. Occasionally 34% Daily 5%Weekly 42% Bi Weekly 8% Monthly 11% Frequency of Visiting Cafe 0 0.5 1 1.5 2 2.5 3 3.5 4 Variety of food & beverage Quality of food & beverage Convenient location Space environment Enjoyable atmosphere Important Attributes when visiting Cafe 0 0.5 1 1.5 2 2.5 3 3.5 Magazine Leaflet Social media Word of Mouth Promotional Channel 0 10 20 30 40 50 60 Music concert Party Exhibition Lecture Dancing class Language class Others Special Events which you are interested in 8/11/2017 25
- 26. Yes, 54% No, 46% Pay for Time Spent instead of Food & Beverage 0 10 20 30 40 50 60 Studying Business meeting Working Playing games Enjoy the food Making new friends Socialize with your friends Others Activities would like to do in cafe Yes 82% No 18% Feel Satisfied with cafes in Berlin Yes No Yes 40% No 60% Interested in Opening/ Investing an Anticafe 8/11/2017 26
Editor's Notes
- - We are planning to have an external accounting firm for outsourcing; Our employees should speak both English and German fluently; We attend intensive German classes; -
- Central & Eastern Europe 3rd place of the world’s most attractive region for investors Offering dynamic, stable & skilled labor at a lower cost
- The population of Berlin is 3.5 million and there are 170K students here. Also, for the working population, 600K freelancers, thousand of start up companies, many artistist make Berlin’s environment quite diverse. So, the demand of space for socializing, working, studying and cultural interaction is high. Ziferblat can provide this space for people for co-working, making friends and have cultural interaction in the same venue at the same time. That is other traditional café cant provide.
- I would say there's no any special age/ culture category of our visitors— you can always see any kind of person in Ziferblat— from a business man to some school student. a) I suppose mostly our visitors spend 1-2 hours, the other popular category— more than 4 b) as I said already, the age of visitors vary a lot. but still, i would say, our visitors are mostly 16-30. but as well, you can fond younger and elder people in Ziferblat at any time.