Inspirational Grounds

( INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE )

1. Executive Summary
Inspirational Grounds will provide a relaxing, fitness-focused, neighborhood-centered place
with freshly roasted coffee, specialty drinks, and good books on motivation, yoga, personality
development and refreshing classical Indian and western music. Inspirational Grounds is the
answer to an increasing demand. Our target market wants:
• Neighborhood businesses in Indian metro cities
• Great coffee at a competitive price
• A comfortable place to socialize with others with similar interests
Inspirational Grounds' goal is to provide the community with a social, entertaining atmosphere
where neighbors can meet each other in a neutral, non-denominational setting.
This proposal is prepared to obtain financing in the amount of Rs.10,00,000. The supplemental
financing is required to prepare the selected site, purchase equipment, and cover expenses during
the first year of operation.
This financing will allow Inspirational Grounds to successfully open and maintain operations.
The large initial capital investment will allow Inspirational Grounds to provide its customers
with an inviting atmosphere and quality products. A unique, upscale and innovative environment
is required to provide customers with an atmosphere that will create socialization. Successful
operation in year one will provide Inspirational Grounds with a customer base that will allow it
to be self sufficient in year two.
1.1Mission
As people are becoming more interested in their personality development and fitness side, a
neighborhood shop with excellent freshly roasted coffee and non-denominational motivational
books and tapes is a welcomed alternative. Inspirational Grounds is a specialty beverage
establishment focused on providing freshly roasted coffee beans, coffee/espresso drinks and
information to enhance our customers' self-discovery related experience. We also understand that
coffee drinkers interested in growing interest on personality development and fitness want a
destination, not just a location; we provide them with the best of both.
Our goal is to be the destination for the coffee drinkers seeking a non-secular environment in the
Cities area. People of all ages and backgrounds will come to enjoy the unique upscale,
educational, motivational and innovative environment that Inspirational Grounds provides.
We believe it is important to remain an active member of the community and to impact our
customers' lives in more ways than the selling of specialty drinks.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

1.2 Objectives
Inspirational Grounds' objectives for the first three years of operation include:
• The creation of a unique, upscale, innovative environment that will differentiate
Inspirational Grounds from local coffee shops.
• To make Inspirational Grounds the destination for quality coffee in a welcoming
atmosphere for people who are serious about their coffee and growing in their
personality.
• The formation of an environment that will bring people with diverse backgrounds and
interests together in a common forum.
• To be an active and vocal member of the community, and to provide continual re-
investment through participation in community activities and financial contributions.
• Consistently providing excellent specialty beverages, bakery items, inspirational books,
and music.
1.3 Keys to Success
The keys to the success for Inspirational Grounds are:
• The creation of a unique, innovative, upscale atmosphere that will differentiate
Inspirational Grounds from other local coffee shops and future coffee shops.
• Fresh Coffee roasted on-site daily will give customers a unique experience as well as
excellent product.
• Selling beverages and products that are of the highest quality.
• The creation of an environment that won't intimidate the motivational seeker.
Inspirational Grounds will position itself as an educational resource for individuals
wishing to learn about the benefits of growing needs of personality development and
fitness.
• The establishment of Inspirational Grounds as a community hub for socialization and
entertainment.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

2. Company Summary
Inspirational Grounds will offer great specialty beverages and easy access to exciting
motivational information. Inspirational Grounds sells quality products and provides excellent
customer service for coffee lovers and persons looking to enhance their motivational experience.
We are looking to lease at least 20 retail stores in the fifth year of our business which we will use
to market and merchandise our products. In the first year, we will open our outlet in the Park
Street area of Kolkata. This is one of the most busiest and posh areas of Kolkata city.
Our book and music selection and helpful staff will appeal to the audience that is seeking to
grow and learn how to develop a fabulous personality in this age of uncertainty. This
invigorating aspect will attract younger and elderly members alike who are gaining interest in
their personality. The location will provide easy access from most points of origin throughout the
City area for those who will recognize Inspirational Grounds as a destination point, as well as
provide local community residents with convenient access to freshly roasted coffee.
2.1 Start-up Summary
Inspirational Grounds' start-up costs will cover coffee, espresso, and specialty drink making
equipment, micro-roasting equipment, training, site renovation and modification, capital for
operating expenses in the first year, and the inventory necessary to provide customers with the
information needed to grow.
A large portion of our start-up requirements will go towards the purchase of specialty drink
equipment from Espresso Services, Inc. Our long-term assets will include:
• One espresso machine
• One micro-roasting system
• an Espresso grinder/doser
• water filtration system
Expensed equipment includes:
• A Bulk grinder for drip coffee
• Single airpot brewer
• Smoothie blender
• Minor additional equipment
Additionally, we need funding for initial inventory, both for the coffee shop side of things and
the other specialty merchandise, books, and music. The site Inspirational Grounds chooses will
require funds for renovation and modification.

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2.2 Espresso, Coffee Drinks & Cold Beverages
The Straight Shot - The foundation of every espresso beverage; served in a demitasse, when
consumed alone. It will be sold around Rs.60
Espresso Macchiato - Espresso served in a demitasse with a small amount of foamed milk on
top. It will be sold around Rs.75
Espresso Con Panna - Variation of the Macchiato substituting whipped cream in place of the
foamed milk. It will be sold around Rs.70
Caffé Americano - A single or double shot of espresso is combined with hot water from the
espresso machine. This produces a smoother and fresher (as well as hotter) cup of coffee than
conventional brewing. It will be sold around Rs.90
Cappuccino - Espresso mixed with foamed milk upon the pour; can be garnished with shaved
chocolate. It will be sold around Rs.110
Caffé Latte - Espresso mixed with steamed milk, and topped with foamed milk; can be garnished
with shaved chocolate. It will be sold around Rs.100
Mocha - Espresso, steamed milk, and chocolate syrup, usually topped with whipped cream and
chocolate shavings. It will be sold around Rs.100
Ethiopian Qahwah - Delightfully flavoured and aromatic with dark chocolate overtones. It will
be sold around Rs.90
Kenyan Safari - With the bright, striking flavour of blueberry. It will be sold around Rs.120
Cold Sparkle - Chilled coconut - flavoured coffee. It will be sold around Rs.80
Tropical Iceberg - Chocolate flavoured coffee with crushed ice. It will be sold around Rs.75
Arabian Heights - Distinct flavour of cardamom, stimulating from the first sip.
It will be sold around Rs.100
Tropical Temptation - Tropical Ice Burg with Whipped Cream. It will be sold around Rs.100
Iced Eskimo - A chiller to the core. This is as good as coffee can get. It will be sold around Rs.65
Cafe Frappe - Ice cream and coffee blended to smooth, creamy perfection. It will be sold around
Rs.80
Almond Frappe - Almond Flavoured rich, Creamy Cold Coffee with Whipped Cream, garnished
with almond flakes. It will be sold around Rs.130
Devils Own (frappe+ choc. Sauce + cream) - A smooth blend of cream & coffee, drenched with
Chocolate sauce,topped up with a shot of Whipped Cream and Coffee beans. It will be sold
around Rs.130
Assam Tea - Premium tea from the misty hills of Assam. It will be sold around Rs.25
Masala Chai - For that ethic feel Lemon 'n Ice Tea. It will be sold around Rs.20
Strawberry Ice Tea- It will be sold around Rs.50
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Hot Lemon Tea- It will be sold around Rs.20
Mango Colada - It is a mango smoothie with a real taste of garden fresh Mango. It will be sold
around Rs.40
Strawberry Colada - A rich strawberry shake. With whipped cream. It will be sold around Rs.50
2.3 Flavor-Based Drinks
Hot Chocolate and Steamers - These drinks are made like lattes and mochas without the addition
of coffee. Flavored syrups are added to steamed milk and may be topped with whipped cream at
the customer's request. It will be sold around Rs.100+extra cost for whipped cream.
Italian Sodas and Creamosas - An Italian soda is a combination of flavored syrup and high
quality carbonated mineral or soda water, served over ice. A creamosa is an Italian soda with
heavy cream or half & half added and gently stirred to making a swirled appearance in the drink.
It will be sold around Rs.120
Granita - An Italian style granular ice drink similar to a slushy but much more dense in
consistency.Granita flavors are usually coffee or fruit based. It will be sold around Rs.100.
2.4 Books and Music
Books - The most popular titles will be stocked in limited supply. Will be sold at MRP.
Music - Inspirational Grounds will carry the finest in contemporary Classical Indian and Western
music. Will be sold at MRP.
2.5 Bakery and Food Items
Inspirational Grounds will also offer its customers a variety of baked goods, including pastries,
cookies, and cakes. Bread for sandwiches and buns for soup will also be secured. Negotiations
with several local bakeries are now underway. Quality and consistency will be the determining
factors for this decision. Here is few snacks which will be available throughout the counters:
VEG items: Veg Samosa, Veg Puff, Veg Quiche, Veg Pizza, Veg Croissant, Veg Burger, Veg
Masala Sandwich, Veg Submarine, Potato Cutlets, French Fries, Veg Kathi Roll, Foccaccia
veg sandwich, Spicy veg sandwich, Multi Grain Veg sandwich, Veg Ciabata.
NON VEG items: Chicken Samosa, Chicken Puff , Chicken Ciabatta, Chicken Quiche,
Chicken Wraps, Chicken Pizza, Chicken Croissant, Chicken Burger, Chicken Sandwich,
Chicken Masala Sandwich, Chicken Puff Roll, Chicken Kathi Roll, Garlic Chicken Sandwich,
Chicken Tikka Sandwich, Chicken Submarine, Multi Grain Chicken S/W, Foccaccia Chicken
sandwich.
Those items price may vary from Rs.35 to Rs.80.
In addition to that we will also sell freshly baked/roasted coffee beans to our customers.

2.6 Competitive Comparison

Inspirational Grounds will be unique in the vicinity. Not only will Inspirational Grounds
differentiate itself from the strictly-coffee cafes by providing its customers with a theme based
INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE
on sound motivational and yogic principles, we will also be the first independently-owned, urban
store to roast its own beans on-site, providing the customer with a unique experience in a
welcoming environment.
2.7 Sales Literature
Inspirational Grounds will use print advertising and sales programs to get the word out to
customers.
Fliers will be distributed throughout the City area to chambers of commerce, tourism council
offices, hotels, neighborhood stores and shops, yoga centers, gyms, schools, and other areas one
month before the grand opening.
Newspaper advertisements in leading newspapers will be used to attract customers with grand
opening offers, as well as 500 door-to-door flyers offering a free drink.
2.8 Sourcing
Inspirational Grounds has associated itself with the finest coffee supplier such as Starbuck,
Nestle and Bru.
2.9 Technology
The technology Inspirational Grounds is dependent upon is the micro-roasting equipment it will
use to roast the beans on-site. This equipment is serviced through the supplier; Espresso
Services, Inc.
Inspirational Grounds will also use its own website to advertise specials and events, and to post
the monthly menu and talent offerings. We will use email to communicate with customers
wishing to sign-up for email specials. The system has a battery back-up in case of power surges
and temporary power losses.
The Inspirational Grounds' logo will be trademarked although the beverages will not be
protected.

2.10 Future Products

As Inspirational Grounds grows, more features will be added to the existing store. A key part of
this is the addition of live entertainment. This entertainment will be in the form of Classical
singers (both Indian and western), poetry readings, motivational speakers, yoga and fitness
instructors and local musical Artists.
These additions complete the vision for Inspirational Grounds, and provide its customers with a
place for socialization, relaxation, self-discovery and reflection.
2.11 Location
It will be located in Park Street, one of the busiest parts of Kolkata city. Later on, after 5 years it
can be opened in the 20 major cities of India as a Retail coffee bar chain.

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3. Market Analysis Summary
Inspirational Grounds is faced with the exciting challenge of being the first-mover in the
motivation and fitness focused coffee house and roaster market. The consistent popularity of
coffee and specialty drinks, combined with the ever growing and ever profitable personality
development bookselling and music market, is a winning concept and will produce
overwhelming results. Our target market includes coffee drinkers, motivational and yogic
seekers and local neighborhood residents.
3.1 Market Needs
Current trends indicate that the demand for coffee will increase in the upcoming years. The
personality development book and music business is expected to continue to grow.
3.2 Industry Analysis
The retail coffee industry in the Indian Cities experienced rapid growth at the end of the 90's and
is now moving into the growth stage of its life cycle. Many factors contribute to the demand for
excellent coffee and specialty beverages in India. The climate in India is extremely conducive to
coffee consumption; coffee consumption increases in winter months. Current trends in the metro
cities reflect the popularity of fresh, quality coffee and specialty drinks.
The popularity of motivational, yogic and classical music entertainment is growing immensely as
people are searching for the tools by which they can self-discover themselves during these
uncertain times. Those who are familiar with classical music and book trends and sales are
looking for authors and performers to keep up with the growing demand.

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Due to competition, cafe owners must look for ways to differentiate their place of business from
others in order to achieve and maintain a competitive advantage. We realized the need for
differentiation and strongly believe that combining freshly roasted coffee, a cafe, personality
development and yoga books and music, and entertainment are the keys to success. The fact that
no other such cafes are established in the Indian Cities presents Inspirational Grounds with a
chance to enter the window of opportunity and take hold of a very profitable niche market.

3.3 Competition and Buying Patterns

Inspirational Grounds will face competition on two fronts: coffee retailers and book & music
stores. The good news is that Inspirational Grounds does not currently face any direct
competition from other cafes in the market. There are no independently operated such kind of
cafes in the Indian Cities.

3.4 Main Competitors

The main competitors in the coffee house segment are Café Coffee Day and Barista outlets. And
in the Music World and Planet M may provide a competition in the music business as they are
very strong brands in the metro cities.
3.5 Industry Participants
There are countless coffee wholesalers who could conceivably do business with Inspirational
Grounds. These wholesalers distribute coffee and espresso beans to restaurants and retailers.
Competition in this industry creates an even amount of bargaining power between buyers and
suppliers resulting in competitive pricing.

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4. Strategy and Implementation Summary
Inspirational Grounds uses a strategy of total market service. Our promise is in our uniqueness
in the market and the products we sell, the people we attract, the atmosphere we create.
We will create an atmosphere that lures the "motivational seeker." The "coffee lover" and others
will come because of the quality and the atmosphere. Ultimately, we aren't selling either products
or coffee. We are selling the experience. We want to be part of the community, part of their lives,
part of the search for meaning.
4.1 Strategic Assumptions:
1. Every person is a potential customer and all potential markets experience growth.
2. Marketing to the soft needs of the customer will produce sales of products.
4.2 Value Proposition
Inspirational Grounds will position itself as an upscale coffee house, motivational resource and
entertainment provider. It will serve on-site roasted, high quality coffee and espresso, as well
as specialty beverages at a competitive price. Due to the number of coffee shops in the metro
cities, it is important that Inspirational Grounds set competitive prices for the freshly roasted
coffee. Customers will see coffee as it roasts throughout the day, and they will be able to order
coffee beans roasted to their specifications while they enjoy a beverage.
4.3 Competitive Edge
The competitive advantage of Inspirational Grounds is threefold:
Our uniqueness in the market - Inspirational Grounds will be the only motivational and fitness
centered coffee shop in the Indian metropolitan area which roasts its own beans daily, sells
quality coffee and espresso based beverages, and specialty drinks, along with inspirational
classical music and books. Inspirational Grounds is upscale, not stuffy. Our community-based
focus will be hard to duplicate, even if products and service are similar.
Excellent Customer Service - Because competition in the specialty beverage market is high,
Inspirational Grounds will work to ensure that each customer is treated in the same respectful
manner as the next. Technology will play a key role in ensuring that our customers get that
special one-on-one feeling they might experience at a high-end retail store. Our Sale system will
not just ring orders, but keep key data on customers' previous purchases in the area of freshly
roasted coffee. In this manner, sales staff will know about the customer's buying habits and
INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE
tastes, and will be able to make suggestions for purchases that will likely result in increased sales
and make the customer feel special.
Excellent service in a community focused environment will be a unique undertaking. We will
ensure that Inspirational Grounds is a fun place for people to gather. We will ensure that each
employee understands the fundamentals at the base of any successful service organization.
Quality - We are committed to serving only the best quality beans and beverages. Moreover, the
training the staff receives will ensure that the art of espresso making is understood. There is more
to a good espresso than the beans and the machine. At Inspirational Grounds, we understand it,
and will ensure our customers do as well.
It's the combination of these three elements that make up the competitive advantage of
Inspirational Grounds.

5. Marketing Strategy
Inspirational Grounds' marketing strategy focuses on the key elements of the target markets'
soft needs, and the focus of the venture.

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Soft Needs:
• Personality and Fitness Growth
• A place of belonging
• Learning & communication
Venture Focus:
• On-Site Roasted Coffee
• Community Involvement
5.1 Pricing Strategy
Pricing in this industry is very competitive. The price of freshly brewed coffee and specialty
beverages doesn't vary by more than a few Rupees between the corner coffee shop and the large
3 chains.
The price of roasted coffee beans can vary. Larger chains, having the benefit of volume, can
charge slightly lower prices per kilogram. Inspirational Grounds will charge a slightly higher
price as our coffees are freshly roasted on-site daily. Inspirational Grounds will roast its coffee to
maximize the flavor of the specific bean. We will also roast coffee to the customer's
specifications. This strategy of bringing the customer in to the whole coffee experience, gives the
customer an additional service, for which a slightly higher price will not be deemed excessive.
Whereas, the books and music CDs will be sold at exactly same as the market price and even on
discounts for a volume purchase in the upcoming days.
5.2 Promotion Strategy
Inspirational Grounds will use several ways to reach new customers. We will leverage schools
and colleges, yoga centers, community organizations, print ad, internet advertising and word of
mouth.
1. Advertising--We'll be developing our core positioning message: “Inspire yourself with the
warmness of coffee." to differentiate our service from the competition.
2. Internet Advertising--As customers come in, they will be asked if they wish to sign up on
our internet mailing list. Special promotions will be available only through Internet "coupons."
3. Media--Inspirational Grounds will work with local media on several different personality
development programs and classical music shows.

5.3 Positioning Statement

For the people who needs a place to seek, have fun, relax, and enjoy quality beverages,
Inspirational Grounds is a place to feel welcome, special, informed, and energized. Inspirational
Grounds meets the needs of this market. Unlike the other coffee shops in the metro area,
Inspirational Grounds has character and a purpose.
INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE
For the neighborhood, Inspirational Grounds brings a positive message with a community
centered focus. This is a place where all are welcomed and embraced with a warm greeting and
hot coffee. The look and feel of the shop will ensure that anyone who walks through the door
feels right at home. We want our customers to learn about coffee, and experience quality first
hand.

5.4 Sales Strategy

The trained baristas at Inspirational Grounds will handle the sales transactions. To speed up the
customer service, at least two employees will be servicing clients--while one employee prepares
the customer's order. All sales data logged on the computerized point-of-sale terminal will later
be analyzed for marketing, Cost of Sale, and volume purposes.
In order to build up its client base, Inspirational Grounds will use banners, fliers, postcards and
other advertising, utilize customer referrals and cross-promotions with other businesses in the
community. At the same time, we will use customer retention programs like drink punch-cards to
make sure the customers are coming back and spending more at the coffee bar.

5.5 Sales Forecast

Inspirational Grounds is taking a modest approach to forecasting. Inspirational Grounds is
forecasting a 20% average growth (industry growth is around 40%). With our unique product and
service offerings, along with our aggressive marketing strategies, the sales forecasts are actually
on the conservative side.

6. Web Plan Summary

Inspirational Grounds will use its own website and other websites who provide sponsored ads
to advertise specials and events, and to post the monthly menu. We will maintain a confidential
email list to communicate with customers wishing to sign-up for email specials.
Although we would eventually like to institute an on-line ordering system, we realize this
development may have to wait until the business is firmly established and has sufficient cash for
designing and maintaining these dynamic features. Online ordering will not only increase sales
geographically, but allow Inspirational Grounds to utilize the full spectrum of its POS(point-of-
sale) system's capabilities.

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7. Financial Plan
Inspirational Grounds is basing projected sales on the market research, industry analysis and
proximity of other coffee houses in the area. We are looking to obtain 30% of the market share.
The cost of goods sold is based on the price list of Café Coffee Day, and is consistent with costs
in the coffee and espresso industry. The cost of the bakery items and candies is 50% of the
selling price.

7.1 FINANCIAL PLAN (For the 1st Year of Operation)

We will be opening our first outlet in the Park Street, Kolkata. This project can be started off in
rented room. The Financial calculations and the cost estimations are shown below:

7.11 WORKING CAPITAL:

Self to start up: Rs 10 lacs (since bank may not come forward in the very 1st year)

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7.12 FIXED COST per year
1) WAREHOUSE = 1000 sq feet X @Rs. 6/-x 12 months = Rs.72000/-
2) OUTLET = 300 sq feet X @ Rs 20/- X 12 months =Rs.72000/-
(FURNISHED)
3) ADVERTISEMENTS and OFFERS per year = Rs.50000/-
4) WEBSITE AND INTERNET COST per year = Rs.25000/-

TOTAL =Rs.219000/-

7.13 ONE TIME/ LONG-TERM INVESTMENTS:

1) DECORATION COST = Rs.20000/-
2) ESPREESO AND COFFEE MACHINES = Rs.15000/-
3) REFRIGERATORS = 2nos/outlet @ Rs. 20000 = Rs.40000/-
4) MICROWAVE OVEN = 2nos/outlet @ Rs. 8000 = Rs.16000/-
5) JUICER, MIXER, GRINDERS = 2nos/outlet @ Rs. 5000 = Rs.10000/-
6) MICRO-ROASTING SYSTEM = 1 no@ Rs. 20000/- = Rs.20000/-
7) COFFEE CUPS, PLATES AND CUTLERY SETS = Rs.20000/-
8) DVD PLAYER and MUSIC SYSTEM =Rs.10000/-
9) CD PLAYERS(mounted on walls)- 2nos @Rs.2000 =Rs.4000/-

TOTAL =Rs.155000/-

7.14 VARIABLE COST:

1) STORE-KEEPERS = 3nos @ Rs.7000/-pm X 12 months =Rs.252000/-
2) SECURITY cum GATE-KEEPER= 1no@ Rs.3000pm =Rs.36000
3) ELECTRICITY = @Rs 4000/-pm X 12months =Rs.48000/-

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4) TELEPHONE BILL =@Rs.3000/-pmX 12 months = Rs.36000/-
5) MISC =Rs.20,000/-

TOTAL =Rs.392000/-

7.14 COST OF RAW MATERIAL (Espresso, Coffee, Snacks, Books, Music etc.)-
Rs.2430000/-(estimated keeping an eye on estimated total sales)

7.15 FINANCIAL ANALYSIS

As per our estimation and market study, coffee shops can have sales minimum of Rs.270000 per
month which gives annual sales of Rs.3240000. 25% profit margin will give us around
Rs.810000. (estimating that on an average each day 30 customers will come and will have a
transaction of Rs.300 with us; according to CCD sources, they take minimum 70 customers will
have a transaction of Rs.300 each). We have also extended product line than CCD as we will sale
books along with music CDs and DVDs.

7.2 FINANCIAL PLAN for 2nd Year

Target:
➢ No increase in the Fixed Cost
➢ Increase Sales upto Rs.4500000
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 ➢ Restrict the increase of variable cost up to 15% of the 1st year.

3rd / 4th & 5th YEAR

➢ Sales should be up by 20% per year

➢ Expenses should go up @ 20% maximum every year.
➢ At the end of the 5th year- Approach Bank for loan for making permanent office & Retail
chain outlets in at least 20 major cities of India.

7.3 Break-even Analysis

For our break-even analysis, we assume fixed costs of approximately Rs.374000 for the first year
of our operation, which includes our full payroll, rent, and utilities, and an estimation of other
running costs. Variable cost will be around Rs.392000 for the first year. As per our minimum
sales estimation we will earn a profit of Rs.810000 in the first year of our operation.

According to breakeven point theory, we will achieve our breakeven point immediately after the
six month of our operation. Exactly the breakeven figure will be 6 months and 8 days.

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8. SWOT ANALYSIS
8.1 Strength
• Creation of a unique coffee house which can be differentiated from the
other existing coffee houses.
• Creation of a new niche market.
• First mover in this niche market.
• Extremely new kind of relaxing environment which is earlier not
available in other coffee houses.
• Product line almost same to other coffee houses. Moreover, prices are
less than other competitors at least by 10-15%.
• On-site roasted coffee beans available.
• Break-even point can be achieved immediately after 6 months of its first
year of operation.

8.2 Weakness
• Psychological constraint may work against it as it is the first coffee house
of its kind.

8.3 Opportunity
• Community Involvement, Personality and fitness growth learning’s can
one of most important opportunity.
• Every person is a potential customer and all potential markets experience
growth.
• Location of the store is very crucial as it is in the busiest area of Kolkata
and will attract attention of customers as well as media too.
• Can be one of the favorite coffee houses of people all over the major
cities of India in the coming years.
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 • Ever increasing interest over personality development and fitness growth.

8.4 Threats
• Well established brands like Café Coffee Day and Barista can be one of
the major threats.
• Brand loyalty of Café Coffee Day.
• Music World, which is present in Park Street can be a threat to its music
business.
• First food giant “Flurys” can be another threat to its first food business.

9. QUESTIONNAIRE FOR SURVEY

1. How often do you visit a coffee bar?

a. Once a day
b. Once in a week
c. Once in a month
d. Very rarely(after more than a month)

2. What are the various brands of coffee bar you know?

a. CCD
b. Barista
c. Nescafe outlets
d. Others(Specify)

3. Are you satisfied with the service and ambience of your favorite coffee bar?

a. Very satisfied
b. Satisfied
c. Somewhat satisfied
d. Somewhat dissatisfied
e. Dissatisfied

4. If somewhat dissatisfied or dissatisfied, then what may be the reason?

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 -------------------------------------------------------------------------------------------

5. Are you interested in a coffee bar which has inspirational and yogic and fitness
books with classical music playing all over?
a. Yes.
b. No.

6. If a coffee bar with those facilities is opened how many times at least you visit in a
week?
a. More than twice a week.
b. Twice a week
c. Once a week
d. Once a month.
e. Never

7. What kind of future prospect you predict for those value-added coffee bars?
a. Excellent
b. Good
c. Average
d. Poor

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10. ANALYSIS OF THE FEEDBACK OF QUESTIONNAIRE
1) How often do you visit a coffee bar?

2) What are the various brands of coffee bar you know?

Almost all, 30 respondents know about CCD, Barista and Nescafe
outlets.
3) Are you satisfied with the service and ambience of your favorite coffee bar?

4) If somewhat dissatisfied or dissatisfied, then what may be the reason?

Out of 13, nine of them told that they don’t like the ambience. Whereas, three of them
complained about the slow service and one respondent told that he don’t like the products
offered by them.

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

5) Are you interested in a coffee bar which has inspirational and yogic and fitness books with
classical music playing all over?
24 respondents out of 30 told that they are interested in those kind of new coffee bar service
offerings.
6) If a coffee bar with those facilities is opened how many times at least you visit in a week?

7) What kind of future prospect you predict for those value-added coffee bars?

11. CONCLUSION
From the above analysis of feedback, it is quite obvious that a motivational and yogic coffee bar
like “INSPIRATIONAL GROUNDS” will have a very good demand in the market in the future
and will have a very strong consumer base. The ambience will be its main mantra for it’s over
whelming success in the industry. It will serve its customer like a very much loyal brand and
customer loyalty will be the core of our brand promise with excellent product and service
offerings in a awesome atmosphere.

Plan by:
Mausam Choudhury
MBA-I, KIIT School of Management,Bhubaneswar.
E-mail:mausam.choudhury@gmail.com
Contact No: +919178172450

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE

INSPIRE YOURSELF WITH THE WARMNESS OF COFFEE