small world, a fruit juice bar, operating in Dhaka, Bangladesh.

1. 6th February2014 (Pre-) launch experience and first analysis
„3 weeks from idea to launch”
27th February2014 Recommendations
„Which actions do I want to take?“
Christoph Melerski

2. Part 1

3. “ I like fruit
juice. Who
doesn’t?!
But the one I am
having right
now is
unhealthy”
Labib
Bangladeshi juice lover
The Dhaka problem.
“ I haven’t found a
shake below 60 Taka”
Andrés
Mexican juice lover
“ Western juice
combos don’t
exist here”
BjØrn
Danish juice lover

4. What?
Milkshakes
When?
Launch in
July 2012
Where?
Mirpur, Dhaka,
Bangladesh
(10min walk from
Grameen Bank; next to a
school; opposite a park)
Value?
Affordable
Healthy
Different
The Mirpur solution.
Last pre-launch preparations

5. My partner?
Faisal
 27 years old
 Lecturer at Dhaka‘s
Banking Institute
The parties involved.
Employee?
Borhan
 18 years old
 Orphan
Friend of Faisal‘s
Signature of rental agreement
Painting the shop

6. 3 drinks
(1 fruit + 1 special)
The product range.

7. M – A – B
60 – 30 – 10
The numbers.
0
10000
20000
30000
40000
50000
60000
70000
Conservative weighting
800/m
0
10000
20000
30000
40000
50000
60000
70000
Current weighting
625/m
M – A – B
100 – 0 – 0BE: 32 drinks/day
BE: 25 drinks/day
Fruit
Yoghurt/
Milk
Paper cup
/straws
Powder
50 Tk
37.5 Tk
Example – cost structure:
1x Mango-Chili
(NB: most costly to produce)
৳50 = ₹40.15
Any drink = 50 Taka
Size = 350ml
Assumption: 25 working days
Assumption: 25 working days

8. The sustainable aspect.
Economic
Social
Environment
Upon reimbursement,
proceeds to French
managed orphanage
In exchange for work,
accommodation, education
and pocket money
Use of paper cups and
reduction of waste

9. Part 2

10. Advertisement.
How and what?
Product range.
What to change?
Seasonality?
Landlord.
How to cope with
uncertainty of being
kicked out?
The major challenges.
Customer Relationship
Management.
How to alter Borhan’s
mindset?

11. What? (I/III) Promotion
Ease of
implementation
(speed, resource
required)
Impact
Simple
Complex
HighLow
Loyalty card
Social business
„certificate“
Message by
M. Yunus
Sampling
Printed + distributed
T-Shirts (Grameen
Uniqlo)
Flyers, stickers
and posters

12. What? (II/III) Product
 Introduction of 2nd size – 200ml
• Availability ?
• Customer preference ?
 Fitting lids
Messages/art on cups
• eg. “An apple a day keeps the
doctor away”
 List “Grapes“ to counteract
Mango’s seasonality
 Edible straws
• Availability ?
• Customer preference ?
• Age group ?

13. What? (III/III) Other actions
Expenditures
Lack of proactive
/entrepreneurial
mindset
Uncertainty as for
rental agreement
Constant review of
available commercial
space in Mirpur
Constant training
• role-plays
• self-esteem
Financing of
investment and
expenditures

14. Roadmap
When?
Assistance?
Off-site: now
On-site:
15th March 2014
Faisal
Arnaud
(French employee at NGO)
Stefan
(German microlender)