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PEONY HOUES COFFEE

Presented to

Aj.CHAIYAWAT THONGINTR

By

STITCH GROUP (B029)

Mr.SATTAWAT CHALERNTANARIT 4731207002

Ms.AUKSORNKORN INTANOI 5131205165

Ms.XUEJIAO GUO 5131205232

Ms.YANJIE ZHANG 5131205223

Ms.PIYAMAPORN CHALONGWONG 5131207067

Section 2

Tourism Management

Hospitality Industry Management

School of Management Mae Fah Luang University

2/2010

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 Content
Chapter 1....................................................................................................................................2
Introduction................................................................................................................................2
1.1 Background and Significant of the Project.......................................................................2
1.3 Benefit of project..............................................................................................................5
1.4 Activities / Time Frame....................................................................................................6
Chapter 2....................................................................................................................................8
Industry profile...........................................................................................................................8
2.1 Nature of Industry.............................................................................................................8
2.2 Situation..........................................................................................................................10
2.3 Product and Service........................................................................................................13
2.4 Vision of our Organization.............................................................................................19
2.5 Mission...........................................................................................................................20
2.6 Business Strategy............................................................................................................22
Chapter 3..................................................................................................................................25
Market Feasibility Study..........................................................................................................25
3.1 Marketing analysis..........................................................................................................25
3.1.1 General environment analysis..................................................................................25
3.1.2Competition Analysis (3C Analysis)........................................................................26
3.2 STP Analysis..................................................................................................................31
3.3 Marketing Mix Strategy.................................................................................................32
3.4 Estimated and Sales Forecast and Market Share ...........................................................36
3.5 General information of consumers.................................................................................37
3.6 Conclusion......................................................................................................................41
Chapter 4..................................................................................................................................43
Technical Feasibility Study......................................................................................................43
4.1 Product and Operation analysis 4.1.1 Product Characteristics......................................43
4.1.2 Production/Services Process....................................................................................56
4.1.3 Location...................................................................................................................59
4.1.4 Facility Layout.........................................................................................................60
4.1.5 Facility management................................................................................................63
4.1.6 Equipment and tools................................................................................................66
4.2 Cost of Investment..........................................................................................................66

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 4.2.1 Pre-Operating cost...................................................................................................66
4.3 Investment cost...............................................................................................................68
4.3.1 Interior decoration....................................................................................................68
4.3.2 Equipment................................................................................................................69
4.3.3 Tool..........................................................................................................................70
4.4 Operating cost.................................................................................................................73
4.5 Administration cost........................................................................................................90
4.6 Management analysis.....................................................................................................92
4.7 Conclusion......................................................................................................................96
Chapter 5..................................................................................................................................98
Financial Analysis....................................................................................................................98
5.1 Fix loan structure setting................................................................................................98
Chapter 6................................................................................................................................129
Risk Management...................................................................................................................129
6.1 Risk management analysis...........................................................................................129
6.1.1Competitor risk.......................................................................................................129
6.1.2 External risk...........................................................................................................129
6.1.3Internal risk.............................................................................................................130
6.2 Financial risk................................................................................................................131
Chapter 7................................................................................................................................132
Summary................................................................................................................................132
7.1 Project Objectives.........................................................................................................132
7.2 Benefits of Project........................................................................................................132
7.3 History of Business.......................................................................................................132
7.4 Analysis of marketing coffee........................................................................................133
7.5 Analysis of marketing coffee shop...............................................................................133
7.6 Technical Feasibility Study..........................................................................................135
7.6.1 Location.................................................................................................................135
7.7 Management analysis...................................................................................................135
7.8 Financial analysis.........................................................................................................137
7. 9 Risk Analysis Summary..............................................................................................137
Reference................................................................................................................................139
Appendix................................................................................................................................140

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 Chapter 1

Introduction

1.1 Background and Significant of the Project

Thong Lo is the source of restaurants and shopping on the famous Sukhumvit Road in
Bangkok of Thailand. Back to World War 2 this area is that the Japanese army through and
come out the base is set to be a source of Japanese happens. Notice now there are Japanese
live a lot. Thong Lo in 70-80 years ago, remains a field and a gravel road which is completely
different today. In addition to the business district is home of many races is a shopping store
plenty to lifestyle with young people as well is also known as "Soi of love" because it is the
assembly of the wedding studio lot. Thong Lo is also an important source of food stores as a
multi-ethnic. Different styles and price range. The most of people in Bangkok that interested
test new coffee or tea for relax on weekend with the families and friends. The popularity of
Thai coffee began to change from the original. Thai people drink coffee as a popular
majority. Currently Thailand has turned into popular fresh roasted coffee. Stores are
decorated to stylish comfort with a pleasant atmosphere for drinking more coffee. From the
survey of coffee drinking habit in Thailand during the past 5-6 years (2002-2006) rate of the
coffee shop business each year is 10-15% while the total value of the coffee market in 2006
was approximately 15,300 million baht. The result surveys about coffee of the habit drinking.
In 2002 the Thai Farmers Research Center found that Thai people still rate coffee per cup is
very low average 200 per person per year. The comparison people in Asia such as Japanese
drinks coffee cup average 500 per person per year. The average American coffee cup 700 per
person per year. Target from the survey results found that coffee is the goal of working
people in the 24-30 year age range. Our main target is the young working age, coffee
drinking coffee, so the Thais in the future are also likely to rise again.
The coffee house business is growth and continued expansion in the last few years.
The interest by consumers in the coffee house industry is sweeping the country. The coffee
house is positioned to bring this to the area. The attractiveness of the coffee shop business
people want to invest a lot the both small and large. The business has been growing
continuously and as long as the coffee to create enjoyment to people who love to drink. The
entrepreneurs may not succeed as expected. Those who are interested to invest in this
business should learn and knowledge to reduce the risk and succeed in the way of fresh

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coffee.The coffee house will offer a variety of choices to the customers, coffee and tea of all
sorts will be offered. The choices of coffee will range from espresso to latte, from regular
flavor to raspberry-mocha. The teas will range from English to flavored varieties. Addition
one juice, soda, soft-drink and non-alcoholic beverages also will be available. The coffee
house will serve breakfast, lunch and dinner. (Source: http://www.moohin.com/006/)

1.2 Project Objectives

1. To study the demand of the marketing that is likely to increase consumption in
the future.
2. To investigate the taste preferences of consumers in each group are different.
3. Our style of decorating has come to consume.
4. To study the budget of an investment in the project. The costs in the project.
Investment in the project is likely to be profitable.
5. Evaluate the situation coffee house competition.
6. Evaluate the feasible in financial and analyze the risk for paper packaging
business.
7. Consider the market feasibility.
8. Analyze the production new process and hi technical.
9. Understanding the management of coffee house business.
10. Conclusion the feasibility of business

1.3 Benefit of project

1. The analysis of market
2. The analysis of manufacture and technical.
 3. The financial analysis.
4. Analysis of management tasks.
5. The construction of the project.
6. Business’s form units. The management model within
7. The investment sales plans, production plans, procurement plans.
8. The sensitivity analysis of the project.
9. Concluded that the project or not to accept or reject the project.
10. To implement the proposal to prepare a plan and budget of the next project.

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1.4 Activities / Time Frame
Gantt chart and Time Frame of the study

No Activity November December January February

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1 Topic submission                                
2 Introduction submission
- Introduction to
project feasibility
study                                
3 Study the Industry profile
- Product
characteristics                                
4. Analyze the market
feasibility
- Market Analysis                                
5. Study technical Feasibility
- Production and
Operations
Process of Management                                
6. Project Advertising
7. - Topic presentation                                
8. Analyze the financial
of our business
- Financial Statements
Generating
- Financial Statement
Analysis                                
9. Study and manage the risk of
our business
- Risk Analysis and
Other Analysis                                
10 Project Advertising
. - VCD/DVD Ads.                                
11
. Writing & analyze the report                                
12
. Presentation
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 13 Conclusion the feasibility of
. business

Chapter 2

Industry profile

2.1 Nature of Industry

The history of coffee and coffee houses in London is particularly revealing of how
coffee shaped the emergence of modern society. The first coffee house opened in London in

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1652. A man named Bowman, servant to a merchant in the Turkey trade, opened it in
partnership with Pasqua Rosee in St. Michael’s Alley, Cornhill. An advertising handbill from
the shop, The Vertue of the Coffee Drink, is preserved in the British Museum. The first
newspaper advertisement for coffee dates from 1657, the year in which chocolate and tea
were first sold publicly in London. Political activity was linked with the coffee houses from
the beginning. Pepys notes the formation of the Coffee Club of the Rota in 1659, a forum for
exchange of republican views which met in the Turk’s Head. The number of such
establishments (most near the Royal Exchange) grew markedly following the Restoration, so
that by 1663, there were licensing requirements. These early coffee houses offered minimal
accommodations, often consisting simply of a large room with several tables. Neither the
plague years 1664-1665 nor the Great Fire of London in 1666 diminished the growing role of
the coffee house. In fact, the rapid reconstruction of the Royal Exchange (completed by 1669)
was accompanied by the opening of many new coffee houses.

“Controversy accompanied the introduction of the new drink. Broadsides and

pamphlets such as *A Coffee Scuffle* (1662) or *The Character of a Coffee House … by an
Eye and Ear Witness* (1665) presented opposing views of the social, cultural and even
medical questions raised by coffee. In the 1670s, political intrigue was the chief focus of
concerns. Coffee houses were characterized as ‘seminaries of sedition.’ King Charles II
issued an order for the suppression of coffee houses in late December 1675, but this was
rescinded before it ever took effect. Coffee houses were again at the focus of inquiries into
the Popish plot of Titus Oates in 1679-1680.

‘‘In a coffee house just now among the rabble, I bluntly asked, which is the treason
table?’ was how a 1681 comedy described the state of affairs. And yet, as a place where

political opinions were exchanged, and where news, newsletters, and mail were distributed,
coffee houses played an undeniable role in the growth of English political liberty.

“At a time when the streets of London were largely unpaved and only barely passable,
and when few merchants had offices, coffee houses served an equally important function for
the trading community. The most celebrated example is Edward Lloyd’s coffee house in
1691. Lloyd had special arrangements to receive news of shipping, and the Lloyd’s insurance

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institution as well as the Register of Shipping originated in these gatherings. Similarly,
London stockbrokers first met in Jonathan’s coffee house.”
(Source: http://www.avramdavidson.org/coffee.htm)

A few years ago Thailand saw an explosion in coffee consumption; as a result world-
class coffee is available almost on every corner in Thailand's larger cities and chief tourist
destinations. Obviously, the world's big players are now here, but a number of local coffee
shop chains have also emerged. Here is a list of some of the big chains followed by some of
the independent outlets.

The coffee house will offer a variety of choices to the customers. Coffee and tea of all
sorts will be offered. The choices of coffee will range from espresso to latte, from regular
flavor to raspberry-mocha. The teas will range from English to flavored varieties.

The breakfast menu will feature croissants, muffins, bagels, donuts, French pastries,
fruit filled crepes, etc. Except for the crepes, the baked goods will be purchased from The
Works. Lunch and dinner will feature sandwiches, salads and different soups. In hot weather,
a variety of cold soups will be offered. In addition, Peony house will feature a vast array of
appetizers. Mini loaves of bread served with your choice of a bowl of pesto, etc. Desserts will
consist of cheesecakes (some fat-free), pastries, pies, fresh fruit and cheese.

2.2 Situation
Coffee is a beverage that Thai people are familiar for a long time, because coffee is a
drink with a unique taste. Concentration and aroma attached tongue, nose, which is attached a
favorite of many people. Current trends Coffee does not fade when the coffee market is
streamlined to meet the market demand in accordance with the daily life perfectly. Whether,
products successful mostly are coffee, canned coffee and premium coffee. The coffee market
is a market that someone wants to invest both Thai and foreign investors because of the

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opportunity to create a favorable return on its coffee business. There are currently several
manufacturers compete to produce and respond to the options in a variety of flavors and also
includes unique features of each brand. Therefore, manufacturers must have an old strategy to
protect their market share and take the third attempt to find new strategies to usurp market
share.

During the past 2-3 years the market for its coffee growing trend Thai Farmers
Research Center Co., Ltd. forecasts that the value of its coffee in 2005 was 21,000 million
and the growth rate of 10.0 percent with a separate coffee instant coffee, canned 9300 million
7000 million and a premium coffee shop (which led to roasted coffee maker and distributor),
4700 million Baht

Value coffee products by individual categories: Million Baht

Table 2.1

Years coffee powder coffee cans coffee house included

2002 5,600 6,000 3,000 10,000
2003 7,800 6,300 3,500 17,600
2004 8,500 6,600 4,000 19,100
2005* 9,300 7,000 4,700 21,000
Source: Compiled from the carriers and estimates by the Company. Thai Farmers Research
Center.
Note: * forecast.

Instant coffee, roasted coffee and premium coffee.

In the year 2005 is expected to market coffee powder with market value 9,300
million, with growth of the market each year, up 9 %, which markets the coffee powder, is
also divided into the coffee market, powder bottle. or Pack a market share of 80 % roasted
coffee market share from 16.0 % and coffee drinks or coffee tree in day 4 per cent market
share.

Considering only the coffee shop premium sales volume increased by at least 500
million per year from 3000 million in 2002 increased to 3,500 million baht in 2003 moved to
4000 million in 2004 to past and expected to increase to 4,700 million by the year 2005 due

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to the amount of premium coffee at the launch of increase continues, and consumers turn to
drink coffee, roasted coffee powder instead of more. The popular coffee shop in premiums
resulted in a highly competitive, especially in the channel. Most of which will be available in
retail space firms and Modern Trade, whether as a department store, hypermarket County
Discovery Store so, the competitive location. The cost of each of the branches increases.

The operators have strategies and made a difference by expanding to cover an area
with potential customers. The location outside the shop was more modern gas station Metro
Theatre Exhibition Center Bookstore hospital fitness stations and airports. Coffee shop in the
petrol station is regarded as a business with revenue growth and a very interesting one
because the business market to grow more. While the costs and an expense in the current day
is not very high. The raw materials will be used primarily by local gas station coffee shop in
the income for about a day or a profit of about 3000-6000 baht per day, 1,000 Baht. Petrol
station coffee shop in the small and medium enterprises (SMEs) of interest and should be
supported because the current market continues in a coffee shop in the expanded customer
base and more support. While the number of coffee shops in petrol stations even today there
are hundreds of stores, but it is not considered to have very strong competition. Coffee’s the
foreign parties to invest gradually to open a business in Thailand. Coffee Marketing is also a
future and it has been assessing whether to continue to grow while, it is a sign warning of the
invasion of a multi-national business press for coffee shop. Thai investors adjusted the taste
and to face the 'marketing service network as a coffee shop overseas.

In addition to adjustment the competitiveness of their premium coffee shop as its

branch network from foreign countries. That premium coffee shop in Thailand has turned to

expanding abroad. There are currently premium coffee shops in the three countries, namely
Thailand, Singapore, Malaysia and Indonesia. Coffee Premium businesses remains attractive
because of the opportunity are still open wide from the consumption of coffee of the Thai
people remain low and, most consumed coffee. Coffee premium business change the
behavior of the Thai people consumes coffee and coffee houses, premium becoming a shop in
popularity. The operators has less not than 10 brands, today announced the expansion of this
business seriously since in 2000, and in expanding the premium coffee shop in Bangkok and
other provinces. The retailers also have access to this business carefully because the risk is
higher than a major investor. The operator should knowledge in technology and techniques, a

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brand new market to expand the consumer the opportunity to experience success. Thai
Farmers Research Center analyzed all types of coffee products that have a business interest
and growth. Coffee consumption of Thai people remain in the current low consumption of
less than 0.5 kilograms per person per year, equivalent to a 130-150 cups per person per year
(an average of less than one glass per person per day) because amount of Thai coffee
consumption on a regular basis, only 30 percent (or less than 2 million people).

The populations all of the Thai people more than 60 million people who still have less
amount compared to Asian countries such as Japan. The average coffee cup 500 per person
per year or the average American coffee cup 700 per person per year (an average of 2 glasses
per person per day) for its coffee business, so there is grow traditional.

Entrepreneurs in the coffee business must be strategies both aggressive and get to
changing market situation. The only coffee shop premium, if Thailand's overall economy has
continued to grow. Certainly, coffee experts forecast that the market value will have
surpassed 7,000 million levels in less than 5 years.
(Source: http://www.aircraftcoffee.com/index.php?lay=show&ac=article&Id=538642905)

2.3 Product and Service

Peony house use fresh roasted coffee varieties Arabica and Robusta roasted the
seeds used a combination of dark roasted coffee because taste and smell than the regular .they
use two coffee varieties are mixed together. The shop has a deep aroma and taste unique
flavors. It is specially formulated to invent their own shop flavor that will be different, but it
are not as hot or cold coffee smoothies, they are still the same intensity because we mix it for
those who really love the taste. Customers can select the type of syrup. The restaurant menu
we also have a good tea from tea varieties with names like Chinese tea, Japanese tea, Taiwan
tea all be processed and composed a Blend  to Germany. The classifications of herbal tea are
baking, tea, tea flower, fruit and spices. If anyone would like a drink to health we also have
fresh squeezed juice, milk or Smoothie. We have cake which is characteristic desserts

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homemade different from the others. It is a recipe adapted by the shop. The taste is different
from typical sweets. It will be sweeter and more aromatic than that.

Figures 2.1

 There are main 5 coffee for customer

Espresso

Coffee drink is being prepared by a special machine from bean grinding out the drive
through in the form of steam under high pressure; this process takes about 18-25 seconds. A
shot of a spray volume Associates. 1-2 ounces of face cream, coffee is a golden cup which
should be clear it is served directly

Figures 2.2 Espresso

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Cappuccino
To drink speeded with milk and milk into the rest of the cup in the same ratio.

Figures 2.3

Latte
 To drink added to hot milk and then close it with a little milk (about 1 / 2 inches).

Figure 2.4

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Mocha
Espresso mixed with chocolate syrup and milk to hot before it closed with whipped cream.
Mocha is a latte flavor with chocolate syrup.

Figures 2.5

Americano
Espresso is made with hot water to dilute. The Amenity Horticulture make a full cup of
delicious coffee.

Figures 2.6

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  There are 4 syrup
CARAMEL

CHOCOLATE MILANO

FRANCH VANILLA

HELZELNUT

Tea

There are 3 kind of tea.

Chinese Tea

Good Chinese teas have the flavor of nature. The process can search for the right
combination.

Figures 2.7 Chinese tea

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Japanese tea

Japanese tea or Green tea in Japan is served everywhere and at any time of the day.
Unlike English tea, Japanese green tea is served in cups without a handle and is never drunk
with sugar.

Figures 2.8 Japanese tea

Taiwan tea

The best oolong tea from Taiwan is grown in the high mountains. All the oolong tea
sold here is high-mountain oolong.

Figures 2.9 Taiwan te

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 Fresh fruit juice, Italian soda or smoothie
Orange, Strawberry, Kiwi, Blueberry. Blue Hawaii, etc.
Figures 2.10

 Bakery menu
Croissant, Sandwich, cake, Pie, Cheese cake, Cup cake, muffin etc.
Figures 2.11

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Service
Address peony house Thong Lo Road Soi 10 opposite Oishi Buffet Peony House
equation with a peony which means the atmosphere in the shop is filled with a sweet touch to
the classic model for Contemporary Chinese style and modern decorated with peony
paintings, which is why they are called stores. Symbol of love and delight of the Eastern body
shop is divided into three zones, starting in front of a bar is a relaxing corner cleaner next to
the side in the Garden Outdoor Small and zone in most areas Gallery art canvas Phu together
China This will rotate indefinitely. Book corner and Wi-Fi service we also arrange a dessert
and coffee. Field with Peony House Coffee is open every day Mon - Fri 08:00 - 21:00pm and
sat-sun 10:00 - 23:00.pm

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2.4 Vision of our Organization
Our vision is to have a full time coffeehouse in our own unique space with a café and
bookstore. We will offer a menu with options locally grown food, fair trade coffee, herbal

teas as well as a wide variety of CD’s song and movies to support personal growth. There
will be a weekly spiritual gathering and ongoing events such as movie nights, meeting
studies, workshops, classes, family diner, party, relax music etc. To provide excellent, unique
food and service with a plus towards expansion

Theme:

What do you want people to image when they enter your store or repeat your
company name? The name should reflect the theme of your coffee shop. All printed
materials, advertising and décor should incorporate this theme. Spend time researching. They
are other businesses that use a similar theme If so, change. Uniqueness is important. Markets
test your theme.

Financial Plan:

One of the biggest mistakes in planning for a new coffee shop venture is bringing in
too many partners. List the costs and assets separately on two pieces of paper, and then
consider your funding options. Friends and family may be clambering to join your venture,
but limit the number. The more investors, the less autonomy you will have in determining the
direction of your business plan.

2.5 Mission
• We will be roasting our own special blends of coffee as well as old-time favorites.

• To have a global effect on the coffee trade as we will import our coffee from
economically struggling companies to assist in their economic recovery.

• Concentrate on areas close to large businesses, universities

• A portion of the proceeds from the sales will be donated to eco-friendly causes (we
can choose a threatened species or environment and donate the money to the cause)

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• All products sold will be manufactured only by environmentally friendly companies

• Use recycled products wherever possible

• Free wifi access

Our Product

It has always been, and will always be, about quality. Provide customers the finest
quality beverage in the most efficient time. We’re passionate about ethically sourcing the
finest coffee beans, roasting them with great care, and improving the lives of people who
grow them. We care deeply about all of this; our work is never done.

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our
customers – even if just for a few moments. Sure, it starts with the promise of a perfectly
made beverage, but our work goes far beyond that. It’s really about human connection.

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break
from the worries outside, a place where you can meet with friends. It’s about enjoyment at
the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.

Environmental Mission Statement

-Understanding of environmental issues and sharing information with our partners.

-Developing innovative and flexible solutions to bring about change.

-Striving to buy, sell and use environmentally friendly products.

-Recognizing that fiscal responsibility is essential to our environmental future.

-Instilling environmental responsibility as a corporate value.

-Measuring and monitoring our progress for each project.

-Encouraging all partners to share in our mission.

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-Offers fresh brewed coffee and espresso drinks, along with fresh fruit smoothies, fresh
squeezed juices, loose-leaf teas, breakfast, gourmet sandwiches, and fresh bakery items,
tantalizing desserts in a lounge-style, comfortable ambiance while providing free Internet
service to its patrons via wall plug-ins, desktop computers, and wireless access.
Product Mission – Provide customers the finest quality beverage in the most efficient time.
Community Mission – Provide community support through customer involvement.
Economic Mission – Operate and grow at a profitable rate through sound economic decisions.

2.6 Business Strategy

It is the new coffee shop that wants to growth and gets a lot of benefit in industry. So
we try to plan the good strategies that appropriate with our business. The first thing that we
have concern before we will decide to plan the strategies is we have to know about our goal
and our SWOT: strength, weakness, opportunities and threats. Because of: we are the new
company and we only have a few of experience in this industry so we will have a lot of
weakness that make our business can’t complete with our competitors who growth before us.
For these reason the main thing that we have to do after we know about our weakness is we
have to avoid it by set the plan that can help us to improve or change it to be the opportunities
for us.

Corporate level strategy

We will use growth strategies concept which emphasize on the professional skill to
manage our business. Because we don’t have the best skill in this industry and exactly that
our competitors have more skill than us. So in order to make us can survive in this industry
we should begin to concentrate with only one product that we do and we should growth step
by step and also try to improve our skill in the same time that we growth. And after we have
more skill and experience in this business that mean we know more about our competitor we
will move our strategies to be more concentrate on diversification growth because at those
time we ready to compete with the other one who stay in the same industry with us. And we
also ready to expand our business to be bigger than nowadays and after that we will be the
stranger of coffee shop in business of marketing liked we have planed.

Business level strategy

This is the way that can help us to have more advantage competition than the
competitors and this is the best way to attract the customer from our competitor to be our
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customer instead. So we will use competitive strategies in order to make competitive
advantage for our company that includes; product differentiation; around the university, they
have a lot of coffee shop providers but the competitors who have the same product and
service like us have only one provider in this business. So we have only one competitor who
stands in the same level like us that means this is the good opportunities for us to compete
with them. Because of we have the same product like them so in order to attract their
customer to be our customer we have to make them impression with our products and service
by make its different to our competitor. However, doing customer needs analysis is the
important thing that we have to concern. If we provide the different product to the customer
but if it is not the thing that they want we will lose instead of get more benefit. So because of
these our company concentrate about the satisfaction of our customer and try to know about
our customer want and needs before set the product and service to them. So, our product to
the customer they will interest with it because all of these idea are from their opinion and
meet with their need.

Functional level strategy

This is the important strategy that can help us to earn more profit because it relate
with many part of our business such as marketing, producing an also financing. So our
business set strategy as follow;

1. Marketing mix strategies

For this strategy we set 4Ps that is product, price, place, and promotion followed the
customer behavior survey in order to make it meet with their needs and we also
observe from the competitor in order to know about their weakness and use it to
develop our product and service and in addition to make our product and service
different from them.

- Product;
People in nowadays want product that is more innovation and it also have to
different from the other so we try to make a new idea to create product in different
style and improve more high quality of product than our competitors.
- Price;

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 Setting product’s price of us based on our competitor product’s price and relate
with our product and service. We will set higher price from the competitors
because we want to make the customer feel like our product and service have high
quality than our competitors.
- Place;
We select a front of the university to located our company because from the
research in this area have only one business of coffee shop that have the same
business like us. People in this area have comfort to purchase to buy our product
and service than the other area where far away to buying. However, most of
people like to go to buying in this area until their behavior. So if we can attract the
customer from them we will get more benefit
- Promotion;
We select to promote in many channel because we are the new one of business so
we have to introduce our product to the customer and make them know more
about us in order to invite them to buy our product and service.

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 Chapter 3

Market Feasibility Study

3.1 Marketing analysis

3.1.1 General environment analysis

 Political
Today, the government has problems in agriculture by using price guarantee,
so result in agricultures have to improve quality to sell more. It makes the advantage
for company because raw materials in production are from domestic agricultural
production. When the outcomes have high quality, it enables to select raw materials to
produce more and better product quality with lower-cost.
 Economic
The economic factor will not have an effect on the Peony House because the
located in Thong Lo Road Soi 10 area Althrough, the economic factor didn’t have an
effect
to the rate of coffee, beverage and bakery consumption is also growing continuously ,
so it gives the opportunity for company to get market share.
 Social
Today, consumers attend to healthy, so the company has the opportunity to
develop useful products for health such as tae, smoothie, beverage and bakery low fat,
high calcium milk cream, and sugar-free. It attract to the consumers of all ages,
whether children, teenager, adults until to the elderly.
 Environment
Thailand is a country located in the tropical. It makes demand for consumption
coffee house all the year. Thailand also has fruits and agricultural raw materials to
produce the bakery. These are strengths of the company to get the opportunities for
product development and export to foreign countries. Social factors include the
cultural aspects and include health consciousness, population growth rate, age
distribution, career attitudes and emphasis on safety. Trends in social factors affect the
demand for a company's products and how that company operates. For this factor we

~ 26 ~
 will talk about the number of target market and the income rate of people whose are
our target market also.
 Technology
Now process of production for homemade coffee or bakery has been improved
by technology development so the production for coffee or bakery both looks and
tastes to meet the needs of customers who always want the innovation. Technology is
factors include ecological and environmental aspects, such as R&D activity,
automation, technology incentives and the rate of technological change. They can
determine barriers to entry, minimum efficient production level and influence
outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and
lead to innovation.
(Source: www.sme.go.th/websme/franchise_coffee.asp)

3.1.2Competition Analysis (3C Analysis)

 Competitor Analysis
The reason to have competitors to be compete in coffee business are milk shop
business just the business which is spend not much of budget in the beginning another
word is the entrepreneurs who open new coffee no need to spent a lot of budget to
invest in the business. Everyone who has money can be investing to do business. They
do not have to concern about what degree of education they have get but the one who
do this business must be willing to take risk if they just have money and have no
education degree because do the business, every investor have to have many of
information about the business they do. And also they have to do the business plan or
some plan to set they objective and plan for future if the situation will not go along
with the plan they have do. Another reason is the trend of people in the present day,
people concern more about their health. People drink coffee increasingly from the
past because Thai government also campaign people to drink coffee to help
agriculturist about the price of fresh coffee. Thai agriculturist who take care seed cow
can produce a lot of fresh coffee but the market to support fresh coffee are not enough
for fresh coffee that have produce each day. So, there are more people would like to
drink coffee both fresh coffee or another product about coffee for example fresh
coffee that already past some process like coffee milk shake in any favor. From the

~ 27 ~
 reason which has said at the beginning can show that Thai people at the present day
drink more milk, so, there are more people would like to gain money from coffee
business. Our direct competitors are milk shops that open before us as the following…
Gress restaurant , Art Gorillas Gallery, Agalico and Nangkwak

Gress restaurant

Figure 3.1 Gress restaurant and Lounge Lounge

Grass restaurant is green space surrounded by the odd and different from the
traditional image of the shopping center in Bangkok You can walk in the park releasing
emotions that have been meticulously decorated, while maintaining the innovative, trend-
conscious boutiques like Passione, which has been inspired blend of Thai - Milan. In addition
to experience the atmosphere of the Coffee Shop around the Corner, which is decorated in the
style fries St Wong's profile (French Provence) uniquely beautiful. In addition to having a
coffee shop cute to have a Japanese restaurant like the other two stores are Rakuza offers
Japanese cuisine from chef Yoshikawa of Tokyo in the European style to wait to try and
Kazokutei brand's latest Oishi is served loaf Dong and the traditional soba.

~ 28 ~
Agalica

Figure 3.2 Agalica

The restaurant only open Friday - Sunday from 10.00 - 18.00. The date of the
luxurious atmosphere. I arrived early around noon. This shop is synonymous drink coffee,
tea, it has provided both hot and cold. In addition, there are cakes to make them shop owners
themselves, whether as a Home Made Scones with Cream and Strawberry Jam, Apple
Crumble,Chocolate Cake, Carrot Cake and Apple Cake or a single dish in a restaurant with
Ham and Bacon Quiche. Many people have free time from Friday evening after work and
weekend Sat – Sun It is time to find a restaurant Or your favorite coffee shop. To spend free
time these happily Coffee is a beautiful alternative of all coffee. Today, it offers elegant tea
houses. People who do not have much. This gives a chance to take a pretty casual restaurant.
Even in the afternoon onwards, this restaurant is filled with regular and casual guests that
impressed peaceful. And beautiful here. All of 3 branches have standard taste standard price,
and standard concept of shop decoration. Prominent point of Milk Garden is spacious of area,
a lot of table and chair that offer for customers. They decorate the sop as Indy style…let
customers relaxing, there is no air condition, and also the shop provide Wi-Fi to customers
for free (customers bring laptop themselves) that customers can enjoy as long as they want
without any pressure. (Source: http://www.agalico.co.th/)

~ 29 ~
Art Gorillas Gallery

Figure 3.3 Art Gorillas Gallery

Art Gorillas Gallery is gallery pop as a small indie. That is unique. Siam Square Soi 3,
located at the second floor of the Lido. Adjacent to the gallery can be white space travel is a
convenient variety of ways. But at best it will be seen by the BTS to Siam station.
Original Art Hunt is a gallery Teen Square area should not be missed. It will find new work,
style, modern and contemporary of young artists, both inside and outside the country. The
present concept of modern in a format that is popular today. Whether it is painting, sculpture,
photographs, multimedia and other opportunities for the talented teenager. Love of art. Come
together to show off works well in here. They decorate the sop quite general style but it is
suitable with customers in every generation since children tills adult. Customers can go to
Milk Zone shop with family. The prominent point of this sop is about the menu list which is
at least 100 menus and differs from another milk sop. About the taste; it is not much delicious
but still not bad at all. They set a reasonable price for each menu because their main target are
student who student in Chiang Mai University not workers, so, the price not high compare
with other milk shop. (Source: http://parerap.blogspot.com/2009_11_01_archive.html)

~ 30 ~
Nangkwak

Figure 3.4

Nangkwak shop is located in Soi Thonglor 10 Opening hours 11:00 to 14:00 am and 17:00 to
1:00 pm. The restaurant is divided into two zones, the floor around you with cool air
conditioned room and floor 3; you will experience a beautiful garden. Among of stars in a
relaxed atmosphere. They have some special menus which create by them self another menu
similar with other milk shop. Some menu which very general but they try to create new name
for that menu to be interesting like boiled instant noodle.
(Source: http://nangkwak.com/)

Customer Analysis
About customer analysis part, we had divided our target market into 4 target groups.
All of people in our target have some relationship with Thong Lo province like student who
study in University or other offices within around district, and worker who work around
district, Chiang Mai province also count as our target group. The following information is
about overall customers divide by the number of student and workers. A customer is one that
contributes the highest sales and profile or are customers that offer the most growth
opportunity for profit and sales. We group first and second target customers that are student
who study in university and high school degree to be an A customer. Because some behavior
or life-style of these group of people, high school students mostly go to anywhere to travel or
~ 31 ~
meeting or eating and etc. with their friends. For example, high-school student often go to
coffee with their friends (often big group) – for talking, meeting, and relaxing. The reasons
that milk shop have suitable atmosphere and reasonable price of product for this group of
student. Another target group is university’s student who studies within around district,
Thong Lo province. Their life-style is similar with high school student that usually go to
travel or meeting with friends. They like to go to coffee shop than milk shop because some
reason of the price that coffee shop set quite higher price than milk shop.

B customers is workers have modest or stable growth potential and match you’re strategic
objective. We set the third target customers which are an early state of worker and adult who
are between 21- 49 years old. Those people do not prefer to go with big group of friend, the
reason might be about social, age, and generation of them that differ from an “A” customers.
Also B customers do not go to coffee many times like student because the limit of time and
their responsibility. But they sometimes still join with coffee, do not permanent disappear
with coffee shop. Although, this group of customer do not contribute high sale rate for us but
they have high power of purchasing. If they come—we can get quite high sales in that day.
C customers families are potential or are shrinking and do not match objective. Many
companies spend a good deal of their resource on C customer when they should be
concentrating on A and B customers. People we put into “C customers” are people who do

3.2 STP Analysis

Segment
The Peony house coffee will offer a variety of choices to the customers. Coffee and
tea of all sorts will be offered. Juice, soda, and non-alcoholic beverages also will be available.
Both wine and beer will be on sale. Peony House will serve breakfast, lunch and dinner.
Peony House that offers a comprehensive range of hot and iced coffees with fresh
complementary foods such as waffles, sandwiches and signature cakes, muffins and cookies.
The company places a lot of emphasis on picking and roasting the finest Arabica beans to
create rich brews prepared by our highly trained baristas (professional coffee makers).

- Demographic information; the area comprising a three mile radius around

Coffee Circus is heavily populated with young, upwardly, mobile persons with expendable

income. This is complemented by a large number of upper middle class "Baby Boomers"

~ 32 ~
who are a large portion of those persons who frequent coffee houses.

- Psychographic information; There will be nightly entertainment featuring

acoustic jazz, blues and folk music. On selected nights there will be poetry readings and an
open microphone. The walls will be used as an art gallery and from time to time there will be
an artist in residence.

- Behavioral information; create a base clientele of persons who live and work in
the area. These persons will like a relaxed atmosphere where they can "hang out"

Target
Coffee shop today. Key target groups include business, students, worker and tourists.
The customer will be between 18 to 55 years old. The income level is between $20,000 and
$100,000 per year. They will live within three miles of Peony house coffee. They will be
white collar workers (managers, professionals, etc.) with expendable income. The education
level will range from some college to post-graduate work. A limited number (10%) will come
from other areas. This 10% will generally be persons who are coming to see a particular
entertainer or poetry reading. A majority of the customers will be persons who enjoy a
relaxing atmosphere, conversation and table games.

Position
The interest by consumers in the coffee house industry is sweeping the country. Peony
House is positioned to bring this to the Northwest Santa Fe area. To date it has been confined
to the Central and East areas. However, create a base clientele of persons who live and work
in the area. These persons will like a relaxed atmosphere where they can "hang out"

~ 33 ~
3.3 Marketing Mix Strategy

Pricing
The bakery price will be in the moderate range and comparable to other coffee houses
in the area. The cost will be determined by not only what the going rate in the area is but also
by the percentage of actual cost of the bakery. The price will not only be competitive, but the
food will be tasty, well presented, and large portions will be served in a relaxing atmosphere

where the customer will be comfortable. The image projected by the pricing will be that the
customer will be getting a fair value for their money; that they do not need to be rich to eat at
Peony house and anyone can afford to come in. They will be able to use the books and
games. In the evening, they will be able to listen to the live entertainment. During the day,
music will be played over the PA.

Credit terms will be offered only in the form of credit card service, such as Visa, MasterCard
and Discover. Many people who eat out prefer to pay with credit cards, whether it is to keep
track of expenditures or for a work expense account.

The cost of the food will be based on a set percentage. Restaurants traditionally keep food
costs between 26% to 32%. Based on the type of food to be served and the delivery system,
the percentage for Peony house will be an average of 30% of the actual cost of the bakery.

Place
For the workers and students who need 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.

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.

~ 34 ~
Promotion & Advertising
The advertising and promotion will take a number of avenues. First, flyers will be
distributed in the neighborhood. The coffeehouse is located one block from office, university
and school. The owner's families attend the church and have a son who has been a student in
the school for 7 years. Special events will be promoted with a portion of the proceeds going
to the school. Since Peony house will be the first union restaurant in the state, ads will be
placed in all of the union newsletters offering a 10% discount to anyone showing their union

card. Ads will also be placed in the target areas of the local neighborhood newsletters. For
special entertainment nights, radio and newspaper ads will be placed. Entertainment and
bakery critics will be given an invitation. On opening night we will have an invitation only
party, with over 1,200 invitations being sent.

For businesses in the area, menus will be distributed and ordering will be available by fax. A
customer mailing list will be developed with a calendar of events being mailed on a monthly
basis.

Product Distribution
The product will be distributed in the coffee house by coffee, beverages and bakery
servers. The bakery will be cooked on site, except for some of the baked goods. Some of
these, such as croissants will be purchased in the raw frozen form and baked daily.

When a customer enters Peony house they will be greeted by a hostess who will seat them
and provide them with menus. A server will greet them and give them water. The server will
inquire what they would like to drink. The drink order will be prepared by the server. The
drink order will be given to the bartender on a written check, which will be rung up on the
register. If the server fixed the drink, it will be rung up on the register by the server. The
server will deliver the drinks and then take the bakery order if the customer is ready. The
server will take the beverage and bakery order, ring it up and the order will appear on the
cook's computer screen. The cook will prepare the beverage and bakery; in the order the
tickets are given. The server will prepare the salads, desserts, hot and cold soups and other
items. The cook places the finished food on the window. The server must pick the food up
within two minutes. The food is placed on the table and the server will ask if there is anything
else which the customer needs. The server will check all the drinks and replenish water, ice

~ 35 ~
tea and plain coffee. The server will ask if the customer needs another drink. Specialty drinks
are not refill items. Non-specialty drinks are free refills. The server will familiarize the
customer with the operations of Peony house. They will explain to the customer that a
number of table games are available if they wish to play. The server will let the customer

know about the reading room and present them with a schedule of events. The customer will

always be asked if they would like dessert or an after dinner coffee. The server is responsible
for checking on the customer in a timely manner. This should be done in an unobtrusive
manner. The server will maintain the tables in a clean and sanitary condition. Dirty dishes
and plates must be removed immediately. Condiments must be kept full and the containers
clean. The server is responsible for presenting the check, payment of the check and returning
a receipt to the customer.

The cook is responsible for cooking and preparing all dishes not prepared by the server. The
orders will appear on the computer monitor and the cook will prepare them according to the
order given. The cook and their assistants are responsible for preparing all items in the
morning such as the soups for the day, slicing meat, making specialty items and other dishes
for the day. The assistant cooks are responsible for the prep work of all items for the servers
and the cooks. This includes stocking all supplies, cutting cheese, fruit, salad items, ice,
filling soup tureens, etc.

Cleanliness is required above all else. The servers will keep all of their work areas clean at all
times. Spills must be cleaned immediately. After each shift, servers will check the side work
chart and have it finished before they leave. This work will be checked by the shift
supervisor. The cooking area will be maintained in a clean and sanitary manner. All areas
will routinely be wiped down and swept. The cooks and assistants will also have side work
which must be completed before leaving. The dishwasher is responsible for keeping the
dishes washed and helping with busing the tables if needed. The dishwasher is responsible for
mopping the kitchen floor. All employees must read and be knowledgeable of health
regulations and follow those rules. Training will be provided by Peony house. Hands must be
washed on a routine basis. Smoking is allowed only in designated areas. No smoking is
allowed in any food preparation area.
~ 36 ~
The servers will be required to present a clean appearance. A uniform consisting of an
eggshell white polo shirt with Peony house logo, forest green walking shorts or long pants,
black sneakers and black ankle socks. The servers must be polite, friendly, and helpful, not

only to the customer but to the other staff as well. At no time will employees be allowed to
discriminate by remarks, actions or jokes. (Source:www.thaismecenter.com/tip.asp?id=12)

3.4 Estimated and Sales Forecast and Market Share

Based on the customer profile for Peony House the following numbers were
compiled. The report used was prepared by Thai Farmers Research Center Co., Ltd.. Estate
using information obtained through the Facts Report. The report was prepared using behavior
Survey coffees of Bangkok from 356 people with separate male and female.
Male 169 people 47.74%
Female 487 people 52.53%

42.11 % of a man drinking coffee regularly and 57.89% drink occasionally.

Women drink regularly and think only 32.43 per cent 67.57 per cent occasional drink coffee.
79.87% of coffee is the main reason capsicum spray and refreshing. The type of coffee that
people in Bangkok drink is coffee bottles 66.19%, followed by instant coffee, canned coffee
packets percentage 18.29%, 9.04 percent and 6.48 percent, coffee bags and the amount that
people drink Bangkok / day was 1.56 glass / day, men drank more than women. Bangkok
people drink coffee; average 57.16% and 36.18% drank one glass per day, 2 glasses of
drinking 3-4 glasses per day, representing about 3.33% of the flavor of the coffee people.
Bangkok drink is taste it, and the concentration equivalent to 35.99%, coffee bitterness
25.17%, coffee taste, mild 18.78%, sweet 10.74%, sweet 9.32% by men to popular taste, its
concentration was ranked first, bitter taste followed by the women will love it and would like
to taste a number concentration is followed by a mild and sweet flavor. Behavior of factors in
Bangkok. Weekday and weekend will be different on a weekday is 44.00% percent of coffee
with breakfast 22.99%, to drink coffee in the afternoon and 11.38% percent of coffee before
lunch. (Source: http://thaicoffeeinfo.blogspot.com/2010/07/blog-post.html)

~ 37 ~
3.5 General information of consumers.
1. Sex
Table 3.1: Number and Percentage of respondents by gender

Sex number of (people) Percent.

Male 121 59.02.
Female 84 40.98.
Total 205 100.

Age number of (people) Percent.

Less than 20 years 94 39
20 to 29 years 100 48.78
30 to 39 years 56 27.32
40 to 49 years 30 14.63
50 years old 4.88 10
Total 205 100.00

2. Age.
Table 3.2 Number and percentage of respondents by age

Occupation Number of (people) Percent.

employees 106 51.71
Government / State Enterprise 42 20.49.
private business 23 11:22
General Contractor 17 8.29
Student 13 6.34
Unemployed 4 1.95
Total 205 100.00

3. Occupation.
Table 3.3 Number and Percentage of respondents by profession.

~ 38 ~
Sales Forecast

1 Year
Tota
Products 1 2 3 4 5 6 7 8 9 10 11 12
l

11, 16,
25, 15, 17, 14, 12, 13, 14, 10, 18, 25, 197,
Fresh Coffee. 48 40
872 960 556 784 936 121 314 534 816 410 185
1 1

Espresso 18, 11,

22, 14, 15, 18, 18, 17, 18, 11, 16, 23, 205,
Based 57 92
638 364 362 480 041 025 803 411 128 100 852
Beverages 2 8

10, 11,
Specialty 14, 22, 24, 18, 16, 15, 17, 10, 13, 23, 198,
83 92
Drinks 784 344 140 480 401 477 094 534 440 100 556
4 8

13, 13,
17, 19, 21, 18, 16, 15, 17, 18, 10, 23, 205,
smoothie 67 12
556 152 945 480 401 477 094 480 752 100 233
5 1

11, 15,
10, 15, 24, 22, 16, 15, 17, 16, 13, 27, 206,
Bakery 96 75
752 960 024 176 401 477 094 170 440 720 938
6 8

20, 13,
Pastries/Dess 13, 12, 14, 24, 16, 18, 20, 24, 14, 30, 223,
51 50
erts 440 768 784 024 401 572 513 024 784 030 360
3 7

Fresh 11, 11,

12, 15, 18, 22, 16, 20, 22, 21, 16, 27, 216,
Roasted 92 25
096 960 480 176 401 120 222 021 699 720 079
Coffee. 8 6

117 116 136 138 112 115 98, 127 112 93, 104 180 1,45
Total Sales. ,13 ,50 ,29 ,60 ,98 ,26 96 ,13 ,17 89 ,05 ,18 3,20
8 8 1 0 2 9 9 4 4 9 9 0 3

2 Year

Tot
Products 1 2 3 4 5 6 7 8 9 10 11 12
al

~ 39 ~
 Fresh 15, 21, 31, 15, 27, 22, 10, 19, 28, 18, 12, 27, 252,
Coffee. 960 240 416 132 612 932 620 404 676 849 567 612 020

Espresso
19, 12, 12, 18, 16, 27, 10, 23, 34, 22, 15, 16, 230,
Based
950 796 348 221 635 612 799 364 529 697 132 635 718
Beverages

Specialty 77, 10, 14, 21, 14, 16, 13, 14, 41, 27, 18, 14, 284,
Drinks 976 826 868 939 074 635 003 076 577 329 221 074 598

64, 9,1 8,9 26, 11, 14, 15, 11, 10, 32, 12, 11, 231,
smoothie
980 59 58 417 906 074 656 908 584 907 932 906 387

29, 17, 17, 31, 23, 11, 18, 10, 12, 12, 26, 23, 235,
Bakery
241 995 578 809 364 906 852 074 744 348 417 364 692

Pastries/Des 38, 21, 16, 38, 28, 23, 22, 19, 10, 14, 31, 28, 294,
serts 988 668 411 301 133 364 699 779 797 868 809 133 950

Fresh
17, 26, 12, 22, 33, 28, 27, 23, 13, 21, 38, 33, 299,
Roasted
640 091 567 932 875 133 332 816 001 939 301 875 502
Coffee.

264 119 114 174 155 144 118 122 151 150 155 155 1,82
Total Sales. ,73 ,77 ,14 ,75 ,59 ,65 ,96 ,42 ,90 ,93 ,37 ,59 8,86
5 5 6 1 9 6 1 1 8 7 9 9 7

3 Year

Tota
Products 1 2 3 4 5 6 7 8 9 10 11 12 l

10, 13, 11, 12,

Fresh 14, 75 44 92 11, 43 16, 19, 18, 18, 27, 23, 199,
Coffee. 364 2 0 8 256 2 800 656 816 816 930 520 710

Espresso 22, 13, 14, 13, 12, 17, 13, 30, 23, 23, 23, 20, 228,
Based 44 78 12 40

~ 40 ~
Beverages 344 0 4 1 382 5 440 576 520 520 940 160 632

12, 11, 11, 14,

Specialty 19, 09 92 25 13, 91 16, 26, 32, 25, 15, 13, 213,
Drinks 152 6 8 6 440 8 800 208 928 872 960 440 998

18, 10, 10, 12,

15, 81 73 13 16, 43 18, 17, 28, 19, 19, 18, 207,
smoothie 960 6 5 0 800 2 480 472 224 950 950 480 429

16, 16, 15,

12, 12 69 75 15, 9,9 17, 21, 23, 15, 19, 16, 201,
Bakery 768 8 9 8 120 46 472 840 520 960 950 800 961

13, 14, 13, 12,

Pastries/Des 15, 44 31 50 23, 43 21, 24, 16, 16, 21, 20, 215,
serts 960 0 4 7 520 2 840 024 800 800 945 874 456

Fresh 10, 11, 11, 13,

Roasted 17, 75 92 25 20, 67 21, 21, 13, 16, 19, 17, 196,
Coffee. 556 2 8 6 160 5 840 168 440 800 950 892 417

118 95, 93, 86, 112 93, 126 160 157 137 149 131 1,46
,10 42 82 95 ,67 24 ,67 ,94 ,24 ,71 ,62 ,16 3,60
Total Sales. 4 4 8 6 8 0 2 4 8 8 5 6 3

Marketing Expenses

Marketing 1 2 3 4 5Mout 6
Expense Mouth Mouth Mouth Mouth h Mouth Total

Newspaper 700 700 700 700 700 700 4200

Yellow Pages 1000 1,000 1000 1000 1000 1000 6000

Leaflets 100 100 100 100 100 100 600

Internet 83.3 83.3 83.3 83.3 83.3 83.3 499.8

Newsletters, 90 90 90 90 90 90 540

11839.
Total 1973.3 1,973 1973.3 1973.3 1973.3 1973.3 8

~ 41 ~
3.6 Conclusion
In conclusion, the existing Peony House has to remain and develop the thing that it is
competitive advantage together with another coffee house. Peony House can not to sell only
coffee, but they can sell many taste, toast, waffle smoothies, and also it can have main course
and refreshment to add menu. Peony House business is coffee house that you don’t spent a lot
of money to open new business but you must analyze the current situation of market with the
need of consuming in this area that you will open coffee business. We use many strategies to
set the price to suit with our consumers. There are 3 strategies: psychological pricing strategy,
we use this strategy to set a normal price for everyone and the second strategy that we use it
is odd pricing strategy to attract the customer and the last strategy that we use one pricing
strategy and variable pricing strategy because it easy to calculate to price . In the same time
we have promotion period to promote our shop and invite more customer to consume coffee
and bakery but the music and movie service together. We are new coffee and another bakery
that we must to compete a lot of competitors. We are small and medium entrepreneurships to
establish 5 persons by we have a partnership to invest together. It is the capital to invest only

coffee house but we will loan for investor about 5,000,000 baht at interest rate 12 percent to
year in to 5years. We operate our shop by ourselves. We hire chef to cook a food and
refreshment and hire students to work with us. Peony House coffee is expected to grow sales
revenue from year 2010 to increase every year. And Peony House coffee will strive to
maintain 15 percent of gross profit margin to maintain market share. At the present day There
are many people known about beverage and bakery because of media play a prelude present

this business until it can create customer want and need. But there are not enough
entrepreneurs who would like to respond the needs and want of customer. If we talk about the
information and news of coffee house, Thai people already known for something but if we
change to talk about the real businesses that open to service customer it is not enough for
requirement. Peony House, this is a new trend spa to coming now that people in Thailand
attract and interest in this coffee and beverage.

~ 42 ~
 Chapter 4

Technical Feasibility Study

4.1 Product and Operation analysis

4.1.1 Product Characteristics
We can divide into 3 mains;

1. Coffee products
2. Tea
3. Fresh fruit juice , Italian soda or smoothie
4. Bakery

 Coffee products or beverage products

~ 43 ~
 Peony house use fresh roasted coffee varieties Arabica and Robusta roasted the seeds
used a combination of dark roasted coffee because taste and smell than the regular .they use
two coffee varieties are mixed together. The shop has a deep aroma and taste unique
flavors. It is specially formulated to invent their own shop flavor that will be different, but it
are not as hot or cold coffee smoothies, they are still the same intensity because we mix it for
those who really love the taste. Customers can select the type of syrup.

Espresso

Espresso is kind of coffee which mixes two breed of coffee together that is Arabica
and Robusta. Put it into the complex process to cause the specific taste itself. The outcome
(Espresso) will be spinach together with sweet taste, fluffy from the taste of good quality
coffee. It can consider as differentiate and cannot find the characteristic like the Espresso any
more. Espresso is best for ice coffee. Coffee drink is being prepared by a special machine
from bean grinding out the drive through in the form of steam under high pressure; this
process takes about 18-25 seconds. A shot of a spray volume Associates. 1-2 ounces of face
cream, coffee is a golden cup which should be clear it is served directly

Figure 4.1: Espresso product

Latte

~ 44 ~
  Latte is coffee mix together with milk. It is the most popular coffee in Italy and might
be become popular in America. To drink added to hot milk and then close it with a little milk
(about 1 / 2 inches).

Figure 4.2: Latte product

Cappuccino

Cappuccino is the most call for drink of God and the name is come from Christian
priest. Christian priest name is Chins that to put cloth same color with beverage from heaven
~ 45 ~
To drink speeded with milk and milk into the rest of the cup in the same ratio.

Figure 4.3: Cappuccino product

Mocha

Espresso mixed with chocolate syrup and milk to hot before it closed with whipped
cream. Mocha is a latte flavor with chocolate syrup. Coffee mocha is happen falling in love
with chocolate.

Figure 4.4: Mocha product

Americano

is a style of coffee prepared by adding hot water to espresso, giving a similar strength
but different flavor from regular drip coffee. The strength of an Americano varies with the

~ 46 ~
number of shots of espresso and the amount of water added. Espresso is made with hot water
to dilute. The Amenity Horticulture makes a full cup of delicious coffee.

Figure 4.4: Americano product

 Tea
We also have a good tea from tea varieties with names like Chinese tea, Japanese tea,
Taiwan tea all be processed and composed a Blend to Germany. The classifications of herbal
tea are baking, tea, tea flower, fruit and spices. 

Chinese Tea

Good Chinese teas have the flavor of nature. In the process of searching for the right
combination to bring out that flavor, we think, we fail, we reflect, and hopefully, we succeed.
When we take a sip of the hard-earned tea, we realize that the process itself is what tastes the
best.

~ 47 ~
Figure 4.5: Chinese tea product

Japanese tea

Japanese tea or Green tea in Japan is served everywhere and at any time of the day.
Unlike English tea, Japanese green tea is served in cups without a handle and is never drunk
with sugar or cream. The most polite way of drinking green tea is to hold the cup with one
hand and support it from below with the other hand.

Figure 4.6: Japanese tea product

~ 48 ~
Taiwan tea

The best oolong tea from Taiwan is grown in the high mountains. All the oolong tea
sold here is high-mountain oolong which is hand-picked and hand processed. These are
artisan teas which have been produced with care. They are highly deserving of the name
'Imperial Formosa Oolong’. Producing Taiwan oolong tea is an exacting and time-consuming
process. The quality of the final product depends as much on the finishing as on the raw tea
leaves.

Figure 4.7: Taiwan tea product

 Fresh fruit juice , Italian soda or smoothie

Fruity fruit juice, Peony House divided it into main kinds of fruit; Pomegranate Juice,
Kiwi Juice, Pink Guava Juice, Raspberry. We use a fresh fruit to produce milky fruity serve
to our customers because we buy a fresh fruit day by day, so, we can always use fresh fruit
and fresh fruit can help us to maintain the standard taste.

Pomegranate Juice

Its great flavor and health benefits have made it a great candidate for those who seek
natural health foods.

~ 49 ~
Figure 4.8: Pomegranate Juice product

Kiwi Fruit Juice

Kiwi Juice Drink by Treetops is sweet and can make a change to your usual choice of
beverage. However, you were not overly impressed with this drink. It was too sweet and it
did not curb my appetite. You doubt whether you will buy it again.

Figure 4.9: Kiwi Fruit Juice product

Pink Guava Juice

Figure 4.10: Pink Guava Juice product

~ 50 ~
Raspberry Juice

Figure 4.11: Pink Raspberry Juice product

Blueberry Juice

Figure 4.12: Blueberry Juice product

~ 51 ~
Orange Juice

Figure 4.13: Orange Juice product

Strawberry

Figure 4.14: Strawberry Juice product

~ 52 ~
Blue Hawaii

Figure 4.15: Blue Hawaii product

 Breakfast Items to Compliment your Espresso Catering Service

Along with our coffee catering, Espresso Elegance can provide assorted gourmet
breakfast items to enhance your event.  We work with several local bakeries to bring you the
finest quality baked goods. Below are some sample breakfast assortments.  We are happy to
create custom assortments to fit your tastes and the theme of your event.

Basic Breakfast Assortment (Other variety of flavors available.  This is just a sample)
Muffins – Blueberry Cream Cheese, Blackberry Cobbler, Honey Apple Bran, Almond Poppy
Figure 4.16: Muffin product

~ 53 ~
Scones – Cinnamon Chip, Cranberry Orange, Blueberry, Blackberry with Lemon Glaze

Figure 4.17: Scones product

Danishes – Lemon Cream, Cream Cheese, Raspberry Cream Cheese, Blueberry Cream

~ 54 ~
Figure 4.18: Danishes product

Pastries – Cinnamon Hazelnut Twists, Orange Almond Rolls, Almond, Apple, Blueberry

Figure 4.19: Pastries product

~ 55 ~
Waffle

Figure 4.20: Waffle product

~ 56 ~
 Peony House is a Peony. This is means peony atmosphere in the shop is filled with a
sweet touch to the classic model for Contemporary Chinese style and modern decorated with
peony paintings, which is why they are called stores. Peony enthusiasts, the symbol of love
and happy eastern The shop is divided into three zones, starting in front of a bar in the corner
next to clean the rest in a small garden Outdoor. And indoor zone is an area Gallery shows
paintings, Chinese art, which will rotate and so also offers free Wi-Fi. Here are some good
tea menu from tea varieties with names like China, Japan, Taiwan tea all be processed Blend
(Blend onion flavor) to Germany. The classification of a baking flower tea, herbal tea, fruit
tea, spices. Altogether more than 40 kinds of people, who are learned tasting tea, do not
worry because the tea shop to have sample kits to try to add flavor before.

Jin Xuan Oolong (75 baht), Chinese tea, we should be familiar to each other is oolong
tea in check glass aroma and flavor tea, not dark arrange to have properties of antioxidants
with or is it Irish Coffee (80 baht), black tea is smell of coffee and dark chocolate, hot tea,
and then the two species. To try a cool happy Recommended Bake Apple (70 baht) tea cup
red blend fragrance fresh from the apple and rose drinks, chocolate and coffee is also
available, such as Chocolate Frappe (80 baht), chocolate smoothies taste intensity sweet. It is

~ 57 ~
topping with whipped cream. Tea aroma desirable to have bakery homemade eat on with
even more great to introduce Blueberry Pie (85 baht), blueberry cheese pie style Japan from
Chef Japanese cream cheese, onion it standing. , Orange Cake (65 baht), cake, orange sauce,
not sweet juicy greasy tongue with sour sauce, Chocolate Cake (85 baht), intense chocolate
cake full menu is not too sweet yet very comfortable to eat Egg Sandwich (50 baht).

Art of Tea is detailed every step from the storage tea until the time than be served to
the table must be calculated with precision water temperature must be associated with the
type of tea, even the type of materials input is delayed an extension. One wants to taste with
depth on tea Try to find more time to gain experience and aesthetics of tea at the Peony
House Coffee...

4.1.2 Production/Services Process

1. Kind of Coffee products
1. Espresso seed is dark coffee that the process to use steam power and espresso is
come from an Italy language is espresso. It mean of espresso is urgent.

Ingredient

1. Coffee fresh and tightly at pressure 15 bar about 20 second. It can taste good. Espresso is

serving with water and sugar.

2. Americano
Americano is to change style from Europe come in style American

Ingredient
1. Coffee to grind ( to taste espresso or type of dark to roast 7-10 ounce
2. Hot water (bribe) at temperature 90-95 degree Celsius four ounce
3. Bribe two ounce
How to made Americano

To bring fresh coffee and tightly 8-9 bars about 20 second it cans good taste, then serves with
warm water and sugar.
3. Mocha

Ingredient

~ 58 ~
 1. Espresso coffee one cup
2. Ice 200 milliliter
3. Milk 60 milliliter
4. Syrup 30 milliliter
5. Chocolate prappe 20 gram
6. Wiping cream and sauce chocolate.
How to made cool mocha

To put all ingredient in to spin and put espresso coffee to spin mix ingredient together. After
that put in cups chocolate and wiping cream. Cool mocha is serving with circle glasses or jar
and with straw. It may be serving with long straw.

Italian Soda
Coke and Pepsi are popular drinks but the reason that you don’t want to sell these
beverages in your café is because you can’t make much margin since it so obvious when
customer can see the price difference from the convenience store next door.  So if you want
to sell carbonated drinks and become more profitable you should consider selling Italian
Soda. Italian soda can be made with many

flavored syrups which are avail-able  in  the market by mixing  it with soda water and  ice.  
You can either make carbonated fruity drinks like raspberry and strawberry or
carbonated cocktail flavors like Pinacolada and Blue Curacao.  You can even add one
or more flavored syrups to make your own signature drinks. One of the simple drink is just
add Cherry flavored syrup into coke, this will make cherry coke which you can’t find any
where here in Thailand.

3. Fruit Smoothies
Hot weather in Thailand along with taste and fruits benefit make fruit Smooth-ies
popular in coffee house throughout the nation.  In spite of difficulty of fruit preparation and
short store up time, some coffee house decided not to sell it.  Right now you can use frozen
fruit and fresh fruits that go through special process to make them last longer.  Besides,
Smoothies can be made with mixture of sorbet, yogurt, or smoothie powder base which  is
much easier.  Protein and Vitamin are also another value added to your smoothies.  (Victor

~ 59 ~
Liew, my friend owner of Mad about Juice who looks forever young  told me that the secret
is in his drink, don’t believe him - try it)

4. Kind of Waffle and bakery

Ingredient

1. Waffle flour 1000g

2. Yeast 30 g
3. Egg 200 g
4. Butter 300 g
5. Water 220 g
6. Yogurt 100 g
How to make a waffle

1. We mix waffle flour with yeast then fill water, egg and yogurt then paddle in medium-
speed then fill butter.
2. When the ingredient absolutely ally, we separate it’s by 45 g and roll them then leave
them for 15 minutes.
3. We paddle custard cream for a teaspoonful and fold its with our ingredient
4. We leave it for 10 minutes and heat it then it works.
5. If you don't want to stuff, you can put it on sugar for a minute then it works

4.1.3 Location
Address peony house Thong Lo Road Soi 10 opposite Oishi Buffet Peony House
equation with a peony which means the atmosphere in the shop is filled with a sweet touch to
the classic model for Contemporary Chinese style and modern decorated with peony
paintings, which is why they are called stores. Symbol of love and delight of the Eastern body
shop is divided into three zones, starting in front of a bar is a relaxing corner cleaner next to
the side in the Garden Outdoor Small and zone in most areas Gallery art canvas Phu together
China This will rotate indefinitely. Book corner and Wi-Fi service we also arrange a dessert
and coffee. Field with peony restaurant is open every day Mon - Fri 08:00 - 21:00pm and sat-
sun 10:00 - 23:00.pm

Figure 4.20: Peony House

~ 60 ~
4.1.4 Facility Layout
Layout of Peony House

~ 61 ~
Layout of Peony House coffee

1. Counter
2. Kitchen
3. Entertainment
4. Internet Zones
5. Mike Zones
6. Free Wi-Fi
7. Book Conner
8. Entrance Door
9. Ladder
10. Tree
11. Toilets

The store design layout

1. Signage and graphic

~ 62 ~
- Menu board: We will use board that has names of some menu and price of product
each also. This board is on the wall, behind the counter.

- Promotion signage : We will use blackboard as a promotion signage that it is in front

of our shop

- Lifestyle image: We will use a picture about artist’ photography. That identify about
warm of home.

2. Feature Areas

- Entrance: The entrances of shop have two ways. The inside yellow and cream tone
colors. It is warm style and vintage mix. The first entrance is main one that is located on the
center front shop pushing doors which is pushing door. The second door entrance is located
on beside shop that is the pushing doors also. It is convenience to the customer when the
customer will have the shop they can push the door as well. The material that we use glasses
doors.

Interior and decorate

 Table: We will use short or tall table that depend on with sofa as well. Almost,
they are wood table because it looks like home.

 Sofa: We will use sofa that are thick and mellow for the customer feel good
and comfort.

 Windows: we will use windows that are the same type of raw material with the

entrance door. We will use more windows for feeling good, contort and wide of customer that
can make the customer custom for longer time.

 Wall: We will use the cream and yellow partitioned board for soft of
atmosphere from the modern furniture (soft and table)

Interior and decorate

 Counter bar and cash cheer: we will use the wood counter bar that is modern
and classic style together

~ 63 ~
  Book Conner or shelf of book: We will use the wood shaft use yellow and
white color only because those colors make the book to be prominent.
 Carpet : we will use type of carpet and color that to the set of sofa
 Tree: we will use much tree because we would like the customer feel fine and
relax with them.
 Floor: We use just cement floor which is original color of cement. Though it
look nothing, ifs much more modern.

We set a form as a free- form layout which is provided a relaxing feeling to the
customers. Each equipment that we arrange, we think about the easy walking of the customer
when entre to select for consuming. It is not matter when the traffic is occurring thus they
will spend more time in our shop which result to have.

 Atmosphere (Modern style and Classic style)

-Light: we will use the soft height that helps us to create the customer’s. It is the feel to
influence their consuming behavior.

-Color: we use the color full for the teenager zone and use eat tone for the adult zone for
feting in each age to customer.

-Music: we use the easy listening music such as: classical music, jazz music, or melody
music.

Figure 4.21: Peony House

~ 64 ~
4.1.5 Facility management
We can divide into 2 products line that it will have meat diet and dessert. The meat diet will
have 11 menus as following:

Electricity fee
Provincial Electricity in Bangkok Province that located on Index 5/5 3025-27 foor3
Moo 7 Raminta , Kannayuo They set system on electricity of district and locality that
involves 4 locations which responsible location have 3 districts such as Index living mall
district, Korncept district, and Maxhouse district. They want to use electricity fee about 194
megawatts. The number of villages to response location has 410 villages. It has electricity for
using already about 339 villages or 169,739 households that can estimate for 97.32%. The
revenue of electricity fee can estimate per month about 190 million baht. For Muang district,
populations have 258,450 people that having 76 villages. For 76 villages use electricity
already, it has 115,601 households but about 98.80% use electricity already or 114,217
households. And about 1.20% or 1,348 households are not use electricity.

Table 4.1: Rate of electricity fee

Small Business

Rate of electricity
Low pressure Pricing per baht
1-150 units (kilowatt,hr) 1.8047
151-400 units 40.90 baht
401 units and more 2.7781
service fee per month 40.90 baht 2.978
Moderate pressure service fee per month
service fee per month 228.17 baht 2.4649
Source: http://www.pea.or.th/pean1/elect_cal.html

For electricity section, we can use electricity because it can reach the location of our
company. The location locates on Bangkok, it necessary for using to do our business. It can

~ 65 ~
help employee to reduce the capacity for using energy and provide comfortable to us. It has a

benefit to do everything because we can’t absent electricity to real life. About electricity we
can ensure that it has performance to produce electricity to people in Bangkok using it.

Water supply cost

Table 4.2: Water supply cost

Type of user for using the water supply

The range for using House and other SME business Large business

the water (liter per (strang per liter) (strang per liter) (strang per liter)
Rate of water supply Rate of water Rate of water
month)
less than30 bath per supply supply
month less than 30 baht less than 30 baht per
per month month
0 - 10,000 0.755 0.900 1.000
10,001 - 20,000 0.850 1.175 1.300
20,001 - 30,000 1.075 1.300 1.600
30,001 - 50,000 1.275 1.400 1.900
50,001 - 80,000 1.400 1.440 2.100
80,001 - 100,000 1.450 1.450 2.125
100,001 - 300,000 1.460 1.460 2.150
300,001 - 1,000,000 1.470 1.470 2.175
1,000,001 - 2,000,000 1.480 1.480 2.150
2,000,001 - 3,000,000 1.490 1.490 2.125
3,000,001 and more 1.500 1.500 2.100
* It is the rate of waterworks fee as following the cabinet of a government at June 9, 1998
that it can be change information following the situation.

For other service fee will keep service fee per month. It depends on water meter by
this fee will maintain a pipe and water meter to look for ready to work all times.

Table 4.3: Water supply rate

Size of water miter (inch) Services fee (baht)

~ 66 ~
 1/2 30
3/4 50
1 60
1 1/2 90
2 350
2 1/2 450
3 450
4 550
6 950
8 1,200

For water supply, we can use it because it will reach for easier and the price is very
cheap for saving the expenses. The water supply has the process that can guarantee the
quality of it. We use it can help and support revenue of local people to get a job to create a
good clean water supply to distribute for local people who live in Bangkok.

Telephone cost

TOT Company (Limited) in Bangkok, controls telephone service to people who live
in Thong Lo by salesperson and customer service. In year 2005, TOT Company (Limited) has
the number of telephone 122,067 numbers and has the number of tenants who use telephone
about 103,916 numbers. In this information, it will be the most residence and second user to
use telephone that it will be business, public telephone, government service and TOT
Company Corporation (Limited). About the company who is concessionaire having the
number to use telephone about 129,434 numbers and there are tenants who rent the number
for using telephone 107,489 numbers.

For telephone section, we must use telephone for connect with our suppliers to
negotiate about the price of raw material and something to use for making products and
service and we communicate with our customer to customer awareness and customer know
about update information about our product and service and promotion for giving our
customers. Telephone is convenient communication to communicate with other people easier
and easy to reach with our customer and customer can get information directly with us. It is
necessary for using telephone in our company.

~ 67 ~
4.1.6 Equipment and tools

Peony House Coffee is according to the equipment it has modern style, high quality
and convenient for cook. An equipment of Peony House Coffee has to high technology. In
the present coffee and tea popular to workers, student and consumer families .Equipment may
be the part of attract customer because some time tool or equipment to fast service for
customer

4.2 Cost of Investment

4.2.1 Pre-Operating cost

Per paid for rent

Peony House Coffee has to pay advance for 3 months of renting a building each
month cost 65,000 baht. The building do not locate at the conner, it costs 30,000 baht per
month. In addition, the building locates at the conner, it costs 35,000 baht. The amount of
per- operation as the table below:

Registration capital cost

Peony House Coffee has to register to in term of company, so we will register with
Ministry of Commerce. Ministry of Commerce required at least 3 people to sign a contact
who are at least 20 years old. We decide to hire the office to do this process for us, so it cost
12,500

Memorandum registration fee

According to the law, the memorandum registration fee is 50 baht per 100,000 baht,
so Peony House Coffee to pay 1,000 baht.
Label cost

Peony House Coffee decides to have two type of label; light box label and Metal.
The cost of light box label is 16,000 for 1.2×2.4 meter and acrylic label the cost is 8,500 baht
for 40*50 square centimeters.

Logo cost

~ 68 ~
 Peony House Coffee hire vocational student to create our logo, so the cost is 2,500
baht.

Telephone and internet fee

Peony House Coffee use TOT cooperation that has the cost for register for 2,500 buy
and include the equipment for connect internet.

Table4.4: Per-operation cost

Per-Operation cost
Pre paid for rent for 3 months 195,000
Memorandum registration fee 1,000
Label cost 24,500
Logo cost 2,500
Telephone and internet fee 2,500
Total 225,500

4.3 Investment cost

4.3.1 Interior decoration

Peony House Coffee is going to redecoration of buildings. The total of area in each
floor is 192 square meters. Hence, the cost of Interior decoration per square meter is 6,500
baht. In the frist year, we will pay 20% of cost (124,800 baht) on January and amount will be
on April (499,200).On second year, Peony House Coffee is going expand to second floor
during.
March to May. We will pay 20% of cost (124,800 baht) on March and amount will be
on May (499,200). The cost will show on table below.

Table 4.5: Interior decoration

Year1

Investment cost Unit Price Amount

~ 69 ~
 Interior decoration per 192 6500 1248000
square metre
Total 624000

Year2

Investment cost Unit Price Amount

Interior decoration per 192 6500 1248000
square metre
Total 624000

4.3.2 Equipment
Table 4.6: Equipment

No Invesment Unit Price Amount

1 Car 1 504,000 505,000
2 Sofa 10 15,000 150,000
3 Air condition 12876 BTU 2 42,900 85,800
4 Refrigerator 10.5 Q 1 21,500 21,500
5 Juicer/blender combination 1 2,990 2,990
6 Blender 2 3,190 6,380
7 Micro wave 1 5,990 5,990
8 Toaster 2 1,090 2,180
9 Sandwich maker 2 990 1,980
10 Waffle maker 1 1,090 1,090
11 Coffee machine (small 1 7,900 7,900
12 size) 1 3,400 3,400

~ 70 ~
 13 Grind coffee machine 1 16,990 16,990
14 Oven 2 34,990 69,980
15 Television 42 inch 1 990 990
16 Telephon 1 12,990 12,990
17 Home Threater 1 4,990 4,990
18 Cash register 1 1,890 1,890
19 Deep fyer 1 10000 10000
20 Office Counter table 1 20590 20590

Total 34 174470 932630

4.3.3 Tool

Table 4.7: Tool

No Investments Unit Price Amount

1 Non stick pan 24 cm 2 329 658
2 Non stick pan 30 cm 1 540 540
3 Pan 38 cm 1 525 525
4 Milk Pot 32*32 cm 1 2,295 2,295
5 Chop knife 2 259 518
6 Fruit knife 4.5" 3 27 81
7 Knife 7" 3 95 285
8 Shapfen knife iron 3 145 435
9 Cutting bord 9*13 2 127 254
10 Ladle size M 3 49 147
11 Ladle size L 2 59 118
12 Fried turner size S 3 89 267
13 Fried turner size M 3 149 447
14 Colander 20cms 2 109 218

~ 71 ~
15 Dipper size L 3 139 417
16 Skimmer 2 85 170
17 Coffee Spoons 100 6 600
18 Stainless spoons and forks 100 15 1,500
19 Plastic long furit fork 100 4 400
20 Stainless furit fork 100 10 1,000
21 Plate 9" 100 15 1,500
22 Glass Plate 6.25" 100 12 1,200
23 Blow 6" 100 25 2,500
24 Spoons and forks box 4 89 356
25 Glass 610 ml 100 30 3,000
26 Glass 14oz 100 24 2,400
27 Glass 9oz. 100 10 1,000
28 Glass 2.2oz. 20 4 80
29 Coffee cup set 100 49 4,900
30 Glass saucer 100 7 700
31 Milk jug 50 55 2,750
32 Glass jug 2 165 330
33 Hot plate 5 59 295
34 Fruit Tray 2 139 278
35 Knife keeper 2 79 158
36 Meat hammer 1 97 97
37 Tissue paper box 10 89 890
38 Straw box 2 299 598
39 Textile for hot stuff 5 79 395
40 Stainless tong 5 25 125
41 Tong for sizzle plate 3 35 105
42 Cake tong 2 55 110
43 Ice tong 5 35 175
44 White round sieve 3 49 147
45 24.7*23*10 cms 3 59 177
46 White round sieve 8 129 1,032
47 31*29.5*12.5 cms 1 239 239

~ 72 ~
48 Round galss jar with glass lid 2 189 378
49 18*24.5 cm 1 239 239
50 Mortar 6" 1 39 39
51 Can-openner 3 69 207
52 Wipping cream bottle 2 165 330
53 Cake server 2 60 120
54 Wire whisk 2 70 140
55 Cake tray box 1 130 130
56 Cake mold round 2P 1 177 177
57 Cake mold round 3P 5 15 75
58 Cake tray 10*13*1.5 inch 2 39 78
59 Cake tray 13*18*1 inch 1 89 89
60 Paddle cake 30 29 870
61 Plastic masuring cup 16oz 12 8 96
62 Plastic masuring spoons set 5 125 625
63 Sauce bottle 260 ml. 1 169 169
64 Cleaner tower 1 3,500 3,500
65 Basin 5L 8 189 1,512
66 Iron gass stand 2 235 470
67 Ice bucket 200L 1 1615 1,615
68 Stainless Dust bin 1 169 169
69 Dust bin 24*30 cms. 1 429 429
70 Dust bin 120L 1 89 89
71 Swab 2 390 780
72 Swab bucket 1 129 129
73 Brush for restroom 2 25 50
74 Jumbo tissue paper roll box 15 79 1,185
Total 1475 15469 50102

Depreciation

Table 4.8: Depreciation

~ 73 ~
 Investment Amount Depreciation Annul Monthly
Depreciation Depreciation
Car 504,000 5Year 100800 8400
Sofa 150,000 5Year 30000 2500
Air condition 12876 BTU 85,800 5Year 17160 1430
Refrigerator 10.5 Q 21,500 5Year 4300 358.33
Juicer/blender combination 2,990 5Year 598 49.83
Blender 6,380 3Year 1276 106.33
Micro wave 5,990 3Year 1996.66 166.38
Toaster 2,180 5Year 436 36.33
Sandwich maker 1,980 3Year 660 55
Waffle maker 1,090 3Year 363.33 30.27
Coffee machine (small size) 7,900 3Year 2633.33 219.44
Grind coffee machine 3,400 3Year 1133.33 94.44
Oven 16,990 3Year 5663.33 471.44
Television 42 inch 69,980 5Year 13996 1166.33
Telephon 990 5Year 198 16.50
Home Threater 12,990 5Year 2598 216.50
Cash register 4,990 5Year 998 83.16
Deep fyer 1,890 5Year 378 31.50
Office table 10000 5Year 2000 166.66
Counter 20590 5Year 4118 343.16
Total 931630 191306 15941.6

4.4 Operating cost

Raw material cost

Peony House Coffee design to calculate 2 try of product lines are:

Coffee product

Coffee products calculate according to the seasoning period especially usual product.
The calculation will show the table below. However, raw materials of milk that usual use will
purchase every month, so other material will buy on June and December. Because on June we

~ 74 ~
should prepare for high seasoning, December the material will finish and this month has high
income that appropriate to buy material.

Coffee

One kilogram of coffee seed can produce 55 glass of coffee (Source: The information
from Roytawan coffee web blog)

Tea

One kilogram of milk can produce 5 glass of product (Source: The information from
TV. Program on 9 channel had interview the owner of Mon Num Sod)

Beverage product

The cost of refreshment product will be 5 % of sale forecast

Table 4.9: Raw material cost for beverage

~ 75 ~
Year1

Raw
material
cost for Tot
beverage   1 2 3 4 5 6 7 8 9 10 11 12 al

1 7, 7,
0 13, 12, 56 8,6 56 18, 21, 12, 12, 16, 19, 21, 172,
milk 1 kg 0 338 960 0 40 0 252 060 636 636 848 656 060 206

1 37 37 648
Ice 1 kg 0 719 708 6 443 6 780 676 351 354 388 634 675 0

2 52 58 751
Sugar 1 kg 1 722 756 1 504 8 321 657 480 687 756 732 790 4

Sweetened
condensed 2 15 15 413
milk 0 722 273 6 195 6 390 449 273 273 371 429 449 6

~ 76 ~
Spoon
Straw 160 1 35 35 749
staws 4 518 588 0 140 0 826 952 574 574 770 896 952 0

3 1,4 41 41 1,1 1,0 1,1 9,80

Local friuts 8 06 684 8 456 8 950 02 684 684 874 26 02 4

Coffe paper
cup set 50 8 13 13 351
cups 7 270 270 5 270 5 405 540 270 270 270 270 405 0

1
Plastic galss 3
set 50 pces 5 0 0 55 0 0 55 55 0 0 55 0 0 220

1
Straw 500 5
staws 5 0 0 0 0 0 155 0 0 0 0 0 155 310

Green tea
powder 500 5 112
g 5 0 0 0 0 0 560 0 0 0 0 0 560 0

Black tea 3 0 0 0 0 0 250 0 0 0 0 0 250 500

powder 1 kg 5

~ 77 ~
 0

2
Coffe sitire 7
250 pces 0 0 0 0 0 0 270 0 0 0 270 0 270 810

Fresh
arabica 2
coffee seed 8 3,5 2,8 3,5 980
1 kg 0 0 0 0 0 0 00 0 0 0 00 0 00 0

2
5
Coco 1 kg 0 0 0 0 0 0 250 0 0 0 250 0 250 750

Robusta
coffe seed 1 7 2,7 1,3 2,7 675
kg 5 0 0 0 0 0 00 0 0 0 50 0 00 0

Mitpol
Sugar 300 1
wrapping 2 0 0 0 0 0 250 0 0 0 250 0 250 750

Caramal 2 0 0 0 0 0 120 0 0 0 0 0 120 240

750 cc. 2 0 0 0

~ 78 ~
 5

3
2 105
Salt 1 kg 0 0 0 0 0 0 350 0 0 0 350 0 350 0

3
Honey 760 3 160
cc 0 0 0 0 0 0 800 0 0 0 0 0 800 0

Strawbeery 3
syrub 3
750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

Raspberry 3
syrub 3
750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

3
Chocolate 3
syrup 2.5 kg 0 0 0 0 0 0 330 0 0 0 330 0 330 990

Blueberry 3
syrub 3
750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

100% 3 0 0 0 0 0 380 0 0 0 380 0 380 114

~ 79 ~
Orange 8
juice 850cc. 0 0

100% 3
Pineapple 5 105
850cc 0 0 0 0 0 0 350 0 0 0 350 0 350 0

9, 9,
17, 16, 57 10, 58 34, 25, 15, 15, 27, 23, 37,
Total   695 239 1 648 3 314 491 268 478 652 643 768  

Year2

Raw
material
cost for Tota
beverage   1 2 3 4 5 6 7 8 9 10 11 12 l

1
0 13, 12, 7,5 8,6 7,5 18, 21, 12, 12, 16, 19, 21, 172,
milk 1 kg 0 338 960 60 40 60 252 060 636 636 848 656 060 206

1 100 54 45
Ice 1 kg 0 890 0 6 450 9 890 676 351 354 388 634 750 7388

~ 80 ~
 2 52 58
Sugar 1 kg 1 722 756 1 504 8 321 657 480 687 756 732 790 7514

Sweetened
condensed 2 15 15
milk 0 722 273 6 195 6 390 449 273 273 371 429 449 4136

Spoon Straw 1 35 35
160 staws 4 518 588 0 140 0 826 952 574 574 770 896 952 7490

3 1,4 41 41 1,1 1,0 1,1 9,80

Local friuts 8 06 684 8 456 8 950 02 684 684 874 26 02 4

Coffe paper
cup set 50 8 25 25
cups 7 350 270 0 270 0 405 540 270 270 270 270 405 3820

1
Plastic galss 3
set 50 pces 5 0 0 55 0 0 55 55 0 0 55 0 0 220

1
Straw 500 5
staws 5 0 0 0 0 0 155 0 0 0 0 0 155 310

Green tea 5 0 0 0 0 0 750 0 0 0 0 0 750 1500

powder 500

~ 81 ~
g 5

3
Black tea 5
powder 1 kg 0 0 0 0 0 0 350 0 0 0 0 0 350 700

2
Coffe sitire 7
250 pces 0 0 0 0 0 0 300 0 0 0 300 0 300 900

Fresh
arabica 2
coffee seed 8 4,5 3,5 3,5 1150
1 kg 0 0 0 0 0 0 00 0 0 0 00 0 00 0

2
5
Coco 1 kg 0 0 0 0 0 0 250 0 0 0 250 0 250 750

Robusta
coffe seed 1 7 2,7 1,3 2,7
kg 5 0 0 0 0 0 00 0 0 0 50 0 00 6750

~ 82 ~
Mitpol
Sugar 300 1
wrapping 2 0 0 0 0 0 250 0 0 0 250 0 250 750

2
Caramal 750 2 120 120
cc. 5 0 0 0 0 0 0 0 0 0 0 0 0 2400

3
2
Salt 1 kg 0 0 0 0 0 0 350 0 0 0 350 0 350 1050

3
Honey 760 3
cc 0 0 0 0 0 0 800 0 0 0 0 0 800 1600

3
Strawbeery 3
syrub 750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

3
Raspberry 3
syrub 750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

Chocolate 3 0 0 0 0 0 330 0 0 0 330 0 330 990

syrup 2.5 kg 3

~ 83 ~
 0

3
Blueberry 3
syrub 750cc. 0 0 0 0 0 0 330 0 0 0 330 0 330 990

100% 3
Orange juice 8
850cc. 0 0 0 0 0 0 380 0 0 0 380 0 380 1140

100% 3
Pineapple 5
850cc 0 0 0 0 0 0 350 0 0 0 350 0 350 1050

17, 16, 9,8 10, 9,7 35, 25, 15, 15, 28, 23, 38,
Total   946 531 56 655 81 744 491 268 478 382 643 163  

Year3

Raw   1 2 3 4 5 6 7 8 9 10 11 12 Tota
material l
cost for

~ 84 ~
beverage

1
0 14, 1,3 8,5 8,6 7,5 18, 21, 1,3 12, 16, 19, 21, 151,
milk 1 kg 0 500 45 00 40 60 252 060 50 636 848 656 060 407

1 12 35
Ice 1 kg 0 890 00 650 450 459 890 676 1 354 388 634 750 7692

2 75 48
Sugar 1 kg 1 722 6 521 504 588 321 657 0 687 756 732 790 7514

Sweetened
condensed 2 27 27
milk 0 722 3 156 195 156 390 449 3 273 371 429 449 4136

Spoon Straw 1 58 100 57

160 staws 4 518 8 350 140 350 826 0 4 574 770 896 952 7538

3 1,4 68 1,1 68 1,0 1,1 9,80

Local friuts 8 06 4 418 456 418 950 02 4 684 874 26 02 4

Coffe paper
cup set 50 8 27 35
cups 7 550 0 250 270 250 405 650 0 270 350 270 405 4290

Plastic galss 1 135 13 155 100 80 155 135 0 0 55 0 0 950

set 50 pces 3
~ 85 ~
 5 5

1
Straw 500 5
staws 5 0 0 250 0 0 155 0 0 0 0 0 155 560

Green tea
powder 500 5
g 5 0 0 0 0 0 750 0 0 0 0 0 750 1500

3
Black tea 5
powder 1 kg 0 0 0 100 0 0 350 0 0 0 0 0 350 800

2
Coffe sitire 7 15 15
250 pces 0 0 0 0 0 0 300 0 0 0 300 0 300 1200

Fresh
arabica 2
coffee seed 1 8 4,5 15 3,5 3,5 1171
kg 0 0 0 0 0 60 00 0 0 0 00 0 00 0

Coco 1 kg 2 0 35 0 0 30 250 0 0 0 250 0 250 815

5

~ 86 ~
 0

Robusta
coffe seed 1 7 2,7 1,3 2,7
kg 5 0 0 0 0 50 00 0 0 0 50 0 00 6800

Mitpol
Sugar 300 1
wrapping 2 0 0 0 0 0 250 0 0 0 250 0 250 750

2
Caramal 750 2 120 120
cc. 5 0 50 0 0 60 0 0 0 0 0 0 0 2510

3
2
Salt 1 kg 0 0 20 0 0 0 350 0 20 0 350 0 350 1090

3
Honey 760 3
cc 0 0 0 0 0 60 800 0 0 0 0 0 800 1660

3
Strawbeery 3 15
syrub 750cc. 0 0 0 0 0 30 330 0 0 0 330 0 330 1170

Raspberry 3 0 0 150 0 30 330 0 15 0 330 0 330 1320

~ 87 ~
 3
syrub 750cc. 0 0

3
Chocolate 3 10
syrup 2.5 kg 0 0 0 100 0 30 330 0 0 0 330 0 330 1220

3
Blueberry 3 15
syrub 750cc. 0 0 0 150 0 30 330 0 0 0 330 0 330 1320

100% 3
Orange juice 8
850cc. 0 0 0 80 0 30 380 0 80 0 380 0 380 1330

100% 3
Pineapple 5
850cc 0 0 0 80 0 30 350 0 50 0 350 0 350 1210

19, 5,5 11, 10, 10, 35, 25, 5,0 15, 28, 23, 38,
Total   443 06 910 755 301 844 729 62 478 462 643 163  

Year4

~ 88 ~
Raw
material
cost for Tot
beverage   1 2 3 4 5 6 7 8 9 10 11 12 al

1
0 14, 1,3 8,5 8,6 7,5 18, 21, 1,3 12, 16, 19, 21, 151,
milk 1 kg 0 500 45 00 40 60 252 060 50 636 848 656 060 407

1 12 35 779
Ice 1 kg 0 990 00 650 450 459 890 676 1 354 388 634 750 2

2 75 35 759
Sugar 1 kg 1 722 6 521 504 588 321 657 0 860 790 732 790 1

Sweetened
condensed 2 27 27 447
milk 0 722 3 250 195 245 550 449 3 273 371 429 449 9

Spoon
Straw 160 1 58 100 100 57 771
staws 4 518 8 350 140 350 0 0 4 574 770 896 952 2

3 1,4 68 1,1 68 1,0 1,1 9,80

Local friuts 8 06 4 418 456 418 950 02 4 684 874 26 02 4

Coffe paper 8 550 27 250 270 250 500 650 35 270 350 270 405 438

~ 89 ~
cup set 50
cups 7 0 0 5

Plastic 1
galss set 50 3 13 104
pces 5 135 5 155 100 80 250 135 0 0 55 0 0 5

1
Straw 500 5
staws 5 175 0 250 0 0 280 0 0 10 0 0 155 870

Green tea
powder 500 5 165
g 5 55 0 0 0 0 850 0 0 0 0 0 750 5

Black tea 3
powder 1 5 105
kg 0 55 0 100 0 0 550 0 0 0 0 0 350 5

2
Coffe sitire 7 15 15 170
250 pces 0 70 0 80 50 150 450 0 0 0 300 0 300 0

Fresh 2 70 0 100 0 60 5,8 0 15 0 3,5 0 3,5 140

arabica 8 0 00 0 00 00 80
coffee seed

~ 90 ~
1 kg 0

2
5 116
Coco 1 kg 0 0 35 150 0 30 450 0 0 0 250 0 250 5

Robusta
coffe seed 7 3,5 1,3 2,7 795
1 kg 5 0 0 350 0 50 00 0 0 0 50 0 00 0

Mitpol
Sugar 300 1 100
wrapping 2 0 0 250 0 0 250 0 0 0 250 0 250 0

2
Caramal 2 125 125 261
750 cc. 5 0 50 0 0 60 0 0 0 0 0 0 0 0

3
2 139
Salt 1 kg 0 0 20 0 0 0 450 0 20 0 350 0 550 0

3
Honey 760 3 100 100 212
cc 0 0 0 60 0 60 0 0 0 0 0 0 0 0

Strawbeery 3 0 0 50 0 30 550 0 15 0 330 0 450 156

~ 91 ~
syrub 3
750cc. 0 0 0

Raspberry 3
syrub 3 15 166
750cc. 0 0 0 150 0 30 550 0 0 0 330 0 450 0

Chocolate 3
syrup 2.5 3 10 136
kg 0 0 0 100 0 30 350 0 0 0 330 0 450 0

Blueberry 3
syrub 3 15 171
750cc. 0 0 0 150 0 30 550 0 0 0 330 0 500 0

100%
Orange 3
juice 8 147
850cc. 0 0 0 80 0 30 450 0 80 0 380 0 450 0

100% 3
Pineapple 5 131
850cc 0 0 0 80 0 30 350 0 50 0 350 0 450 0

Total   19, 5,5 13, 10, 10, 40, 25, 4,9 15, 28, 23, 39,  

~ 92 ~
 968 06 944 805 540 343 729 32 661 496 643 313

Year5

Raw
material
cost for Tot
beverage   1 2 3 4 5 6 7 8 9 10 11 12 al

1 1, 2,
0 15, 34 8,5 8,6 7,5 25, 21, 58 12, 16, 19, 21, 160,
milk 1 kg 0 550 5 00 40 60 000 060 5 636 848 656 060 440

1 100 12 154 150 155 16 178 133

Ice 1 kg 0 0 00 5 550 680 0 0 50 0 500 634 750 39

2 75 35 759
Sugar 1 kg 1 722 6 521 504 588 321 657 0 860 790 732 790 1

Sweetened
condensed 2 27 27 447
milk 0 722 3 250 195 245 550 449 3 273 371 429 449 9

~ 93 ~
Spoon
Straw 160 1 58 100 100 57 771
staws 4 518 8 350 140 350 0 0 4 574 770 896 952 2

3 1,4 68 1,1 68 1,0 1,1 9,80

Local friuts 8 06 4 418 456 418 950 02 4 684 874 26 02 4

Coffe
paper cup 8 27 35 438
set 50 cups 7 550 0 250 270 250 500 650 0 270 350 270 405 5

Plastic 1
galss set 50 3 13 104
pces 5 135 5 155 100 80 250 135 0 0 55 0 0 5

1
Straw 500 5
staws 5 175 0 250 0 0 280 0 0 10 0 0 155 870

Green tea
powder 5 165
500 g 5 55 0 0 0 0 850 0 0 0 0 0 750 5

~ 94 ~
Black tea 3
powder 1 5 105
kg 0 55 0 100 0 0 550 0 0 0 0 0 350 5

2
Coffe sitire 7 15 15 170
250 pces 0 70 0 80 50 150 450 0 0 0 300 0 300 0

Fresh
arabica 2
coffee seed 8 100 5,8 15 3,5 3,5 140
1 kg 0 70 0 0 0 60 00 0 0 0 00 0 00 80

2
5 116
Coco 1 kg 0 0 35 150 0 30 450 0 0 0 250 0 250 5

Robusta
coffe seed 7 3,5 1,3 2,7 795
1 kg 5 0 0 350 0 50 00 0 0 0 50 0 00 0

Mitpol
Sugar 300 1 100
wrapping 2 0 0 250 0 0 250 0 0 0 250 0 250 0

Caramal 2 0 50 0 0 60 125 0 0 0 0 0 125 261

~ 95 ~
 2
750 cc. 5 0 0 0

3
2 139
Salt 1 kg 0 0 20 0 0 0 450 0 20 0 350 0 550 0

3
Honey 760 3 100 100 212
cc 0 0 0 60 0 60 0 0 0 0 0 0 0 0

Strawbeery 3
syrub 3 15 156
750cc. 0 0 0 50 0 30 550 0 0 0 330 0 450 0

Raspberry 3
syrub 3 15 166
750cc. 0 0 0 150 0 30 550 0 0 0 330 0 450 0

Chocolate 3
syrup 2.5 3 10 136
kg 0 0 0 100 0 30 350 0 0 0 330 0 450 0

~ 96 ~
Blueberry 3
syrub 3 15 171
750cc. 0 0 0 150 0 30 550 0 0 0 330 0 500 0

100%
Orange 3
juice 8 147
850cc. 0 0 0 80 0 30 450 0 80 0 380 0 450 0

100% 3
Pineapple 5 131
850cc 0 0 0 80 0 30 350 0 50 0 350 0 450 0

5, 7,
21, 50 14, 10, 10, 47, 26, 46 17, 28, 23, 39,
Total   028 6 839 905 761 701 603 6 087 608 643 313  

~ 97 ~
Overhead

Fuel

The standard that we use 3 lit per day multiply by 30 or 31 days, but every June and
December we will use 3.5 lit per day except May on first year. We use the car for buying
materials. The rate of oil is 32.78 baht per lit

Table 4.10cost of oil

Year Fuel Total

1 18640 18640
2 18640 18640
3 23800 23800
4 25500 25500
5 28500 28500

4.5 Administration cost

Rent fee

Peony House Coffee has to pay 65,000 baht per month.

Salary

Chef
Chef to prepare material for bakery, we will hire one person

Baristas
Baristas usually make in coffee and tea product line, we will hire 2 persons

Shop assistant
Employees who are take care all of customer and provide service to customers. The cost of
worker in a day is 19 per hour and in evening is 20 baht per hour. Fist year, we will hire 8
person; 4 person in a day start work from 10:00 a.m. to 16.00 p.m. and 4 person in evening
start work from 16.00 p.m. to 11.00 p.m. However, we expand the shop to the top floor, so
we will hire two more persons. The lowest period will reduce two time of employee during
March to May

~ 98 ~
 Electricity

The cost per unit of electricity is 2.978 baht, cost of FT is 0.9255 per unit, and VAT
7% of cost of electricity plus cost of FT. Peony House Coffee start operates on June, we will
use 1,845 units and increase and decrease according to the sale.

Water supply cost

The cost per unit of water supply is 0.9 baht, service fee 30 baht per month, and VAT

7% of cost. We will use for 2,756 units on June.

Telephone cost and internet fee

Telephone cost we will use for support internet, so we pay only the service fee for

100 baht per month. However, the internet cost per month is 790 baht.

Garbage cost

According the rule of Chiang Mai Municipality that every household should pay

100 baht per month

Insurance against loss

The insurance preserve for standard of Insurance against loss; such as, conflagration,
inundation, earthquake, burglary and damage from electric appliance, also provide more
preserve include of the broken of label, insurance response from employer, insurance
response from outsider, insurance response for renter and occupant and , insurance response
of business halt for 30 days

Wi-Fi
Wi-Fi has to pay every year for 990 baht for customers, who can free play.

Other expense
Other expense; such as, dishwashing liquid, clean water surface, Knitting liquid cleaner

detergent and etc, so this cost will be 0.5% of sale forecast and ship up or ship down
according to seasoning.

~ 99 ~
4.6 Management analysis

Peony House Coffee is the company which registers to be a justice person likes
company limited. Limited company is cooperation with shareholders who enjoys limited

liability. Thus, Peony House Coffee is justice person as company limited that company have
to pay for income tax.

For company, there are 5 partnerships in the company as following

Organization Chart

Figure 4.22: Organization Chart

A
d
r
P
u
o
c
r
a
M
r
n
e
G
a
m
u
H o
t
n
i
c
e
k
a
n
l
n
g
g
n
a
M
u
o
s
e
R r
e
c
g
n
i
t
a
r
e
p
/
O
F
n
i o
i
t
n
l
a
c

Responsibility

1. General Manager
- Plan and control system of company
- Analyzing and solving the problem to be more efficiency.
- Organizing the divisions and order the employee know exactly role they has to play.

2. Production/ operating
- Control the process of production.
- Control the quality of system.
- Check and evaluation the system of company.

~ 100 ~
 3. Human Resource
- Verify the system into company
- Training employee
- Recruiting and select the employee.
- Evaluate the performance of employee.

4. Marketing
- Promote and advertise the promotion
- plan and analyze the customer information.
- Follow the current situation on marketing all the time.

5. Accounting /Financing
- Control all financial budgets.
- Expert on knowledge skill and computer skill.
- Verify income statement in company.
- Control all expenses cost.

General Manager

Qualifications
This position has not been filled. The requirements of the position require 10 years
experience in coffee and restaurants, at least five of those years in some type of supervisory
position. A bachelor's degree in hotel and restaurant management is preferable. The candidate
for this position will be required to submit a resume and verifiable references. The candidate
will be interviewed and hired by the proprietor.

Job Description
The general manager will report directly to the owner. They will be responsible for the
overall management of the staff. They will work in conjunction with the owner in ordering
supplies, maintaining inventory, handling customer complaints and scheduling staff. Other
duties would include ensuring staff coverage for all shifts and reports to the owner.

~ 101 ~
Shift Supervisor

Qualifications
Must have five years experience in restaurant work. At least three years as a server. They
must be at least 21 years old. They must possess a friendly and outgoing personality and have
good personal hygiene.

The candidate for this position will be required to submit a resume and applications.

The candidate will be interviewed and hired by the proprietor and general manager.

Job Description
They will be responsible for the oversight of the servers, bus person and hostess on their shift.
They will work under the general manager.

The shift supervisor also works in the capacity of a server and is responsible for waiting on
tables, taking the customers' food and drink orders and acting as cashier for their customers.
They are responsible for helping to keep the serving area and the customer areas clean and
sanitary. They are responsible for helping the assistant cook keep the service area stocked. At
the end of their shift, they will be required to complete all side work as assigned.

Cook

Qualification
The cooks must have a minimum of five years experience, three of which must be as a cook
not an assistant. They must have at a minimum a GED or high school diploma.

The cook will submit a resume and fill out an application. They will be interviewed and hired
by the owner and general manager.

Job Description
The cook is responsible for cooking food served in the restaurant. They also are responsible
for preparing food items in advance and seeing that the service area is kept stocked. Their
responsibility is to see that the kitchen is kept in a clean, sanitary and working order. They
oversee and train the assistant cook.

~ 102 ~
Assistant Cook

Qualifications
The assistant cook must at a minimum have a GED or be attending school or a training
program. They must be at least 18 years of age.

Will be required to submit an application. Will be interviewed and hired by the cook, general
manager and owner.

Job Description
The assistant cook is responsible for assisting the cook in his duties. He/she is responsible for
helping to keep the kitchen clean and sanitary. When needed will help with dishwashing
duties. He/she is responsible for keeping the service area stocked.

Server

Qualification
The servers must have at a minimum a GED or be attending school or a training program and
one year's experience working in a restaurant. They must be at least 21 years of age. They
must possess a friendly and outgoing personality and have good personal hygiene. Will be
required to submit an application. Will be interviewed and hired by the shift supervisor,
general manager and owner.

Job Description
The server is responsible for waiting on tables, taking the customers' food and drink orders
and acting as cashier for their customers. They are responsible for helping to keep the serving
area and the customer areas clean and sanitary. They are responsible for helping the assistant
cook keep the service area stocked. At the end of their shift, they will be required to complete
all side work as assigned.

Hostess

Qualifications
The hostess must have at a minimum a GED or be attended school or a training program. She
must be at least 18 years of age and must possess a friendly and outgoing personality and
have good personal hygiene.

~ 103 ~
Will be required to submit an application. Will be interviewed and hired by the shift
supervisor, general manager and owner.

Job Description
The hostess is responsible for greeting customers as they arrive at the restaurant and seating
them. She is required to take reservations and answer the phones. Also to assist with busing
tables or assisting the servers when available. Duties include keeping the lobby area clean.

Bus Person

Qualifications
The bus person must be attending school or a training program, must be at least 16 years of
age and have good personal hygiene.

Will be required to submit an application. Will be interviewed and hired by the shift
supervisor, general manager and owner.

Job Description
The bus person is responsible for keeping dirty dishes off the tables. When customers leave
they must clean the table and prepare it for future customers. They are to help the servers
with getting non-alcoholic drinks. They also are responsible for helping the servers. They are
responsible for helping the assistant cook keep the service area stocked. At the end of their
shift, they will be required to complete all side work as assigned.

4.7 Conclusion
Peony House Coffee has borrowed the load from investor 2 million baht and interest rate for

12%, also payback all load in 3 years. We have invested according information below:

1. Invest for building 65,000 per month and prepaid for 3 month costing for

195,000 baht

2. Interior decoration for first year 93263 baht.

3. Equipment for first year is 617,040 baht and second year for 250,000 baht

4. Tool in first year 50,102 baht and second year 17, 295 baht
~ 104 ~
 Chapter 5

Financial Analysis

5.1 Fix loan structure setting

Loan 3,000,000 bahts

Annuity Interest 0.2 per year

Monthly payment 50,254.58 bahts

~ 105 ~
 Load period 5 years

There are 60 months

Months Beginning Balance Total payment Interests Paid Principal Paid

1 3,000,000 50,254.58 600000 49,754.58 2,950,245.42

2 2,950,245.42 50,254.58 589949.084 49,762.88 2,900,482.54

3 2,900,482.54 50,254.58 579898.168 49,771.17 2,850,711.37

4 2,850,711.37 50,254.58 569857.252 49,779.46 2,800,931.91

5 2,800,931.91 50,254.58 559796.336 49,787.76 2,751,144.15

6 2,751,144.15 50,254.58 549745.42 49,796.06 2,701,348.09

7 2,701,348.09 50,254.58 539694.504 49,804.36 2,651,543.73

8 2,651,543.73 50,254.58 529643.588 49,812.66 2,601,731.07

9 2,601,731.07 50,254.58 519592.672 49,820.96 2,551,910.11

10 2,551,910.11 50,254.58 509541.756 49,829.26 2,502,080.84

11 2,502,080.84 50,254.58 499490.84 49,837.57 2,452,243.27

12 2,452,243.27 50,254.58 489439.924 49,845.88 2,402,397.40

13 2,402,397.40 50,254.58 479389.008 49,845.18 2,352,543.21

14 2,352,543.21 50,254.58 469338.092 49,862.49 2,302,680.72

15 2,302,680.72 50,254.58 459287.176 49,870.80 2,252,809.92

16 2,252,809.92 50,254.58 449236.26 49,879.11 2,202,930.80

17 2,202,930.80 50,254.58 439185.344 49,887.43 2,153,043.37

18 2,153,043.37 50,254.58 429134.428 49,895.74 2,103,147.63

19 2,103,147.63 50,254.58 419083.512 49,904.06 2,053,243.57

20 2,053,243.57 50,254.58 409032.596 49,912.38 2,003,331.20

21 2,003,331.20 50,254.58 398981.68 49,920.69 1,953,410.50

22 1,953,410.50 50,254.58 388930.764 49,929.01 1,903,481.49

23 1,903,481.49 50,254.58 378879.848 49,937.34 1,853,544.15

24 1,853,544.15 50,254.58 368828.932 49,945.66 1,803,598.49

25 1,803,598.49 50,254.58 358778.016 49,953.98 1,753,644.51

26 1,753,644.51 50,254.58 348727.1 49,962.31 1,703,682.20

~ 106 ~
27 1,703,682.20 50,254.58 338676.184 49,970.64 1,653,711.56

28 1,653,711.56 50,254.58 328625.268 49,978.96 1,603,732.60

29 1,603,732.60 50,254.58 318574.352 49,987.29 1,553,745.31

30 1,553,745.31 50,254.58 308523.436 49,995.63 1,503,749.68

31 1,503,749.68 50,254.58 298472.52 50,003.96 1,453,745.72

32 1,453,745.72 50,254.58 288421.604 50,012.29 1,403,733.43

33 1,403,733.43 50,254.58 278370.688 50,020.63 1,353,712.80

34 1,353,712.80 50,254.58 268319.772 50,028.96 1,303,683.84

35 1,303,683.84 50,254.58 258268.856 50,037.30 1,253,646.53

36 1,253,646.53 50,254.58 248217.94 50,045.64 1,203,600.89

37 1,203,600.89 50,254.58 238167.024 50,053.98 1,153,546.91

38 1,153,546.91 50,254.58 228116.108 50,062.33 1,103,484.58

39 1,103,484.58 50,254.58 218065.192 50,070.67 1,053,413.92

40 1,053,413.92 50,254.58 208014.276 50,079.01 1,003,334.90

41 1,003,334.90 50,254.58 197963.36 50,087.36 953,247.54

42 953,247.54 50,254.58 196912.444 50,095.71 903,151.83

43 903,151.83 50,254.58 186861.528 50,104.06 853,047.77

44 853,047.77 50,254.58 176810.612 50,112.41 802,935.37

45 802,935.37 50,254.58 166759.696 50,120.76 752,814.60

46 752,814.60 50,254.58 156708.78 50,129.11 702,685.49

47 702,685.49 50,254.58 146657.864 50,137.47 652,548.02

48 652,548.02 50,254.58 136606.948 50,145.83 602,402.20

49 602,402.20 50,254.58 126556.032 50,154.18 552,248.01

50 552,248.01 50,254.58 116505.116 50,162.54 502,085.47

51 502,085.47 50,254.58 106454.2 50,170.90 451,914.57

52 451,914.57 50,254.58 96403.284 50,179.26 401,735.31

53 401,735.31 50,254.58 86352.368 50,187.63 351,547.68

54 351,547.68 50,254.58 76301.452 50,195.99 301,351.69

55 301,351.69 50,254.58 66250.536 50,204.36 251,147.33

56 251,147.33 50,254.58 56199.62 50,212.73 200,934.60

~ 107 ~
57 200,934.60 50,254.58 46148.704 50,221.09 150,713.51

58 150,713.51 50,254.58 36097.788 50,229.46 100,484.04

59 100,484.04 50,254.58 27846.872 50,237.84 50,246.21

60 50,246.21 50,254.58 17795.956 50,246.21 0.00

~ 108 ~
 Profit/loss statement

Year1

year1 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 0 0 0 0 0 536,276.36 697,159.26 429,021.08 574,504.77 589,903.99 643,531.63 697,159.26

Cost of good sold

Raw meterail 0 0 0 0 0 58,291.32 59,879.16 36,846.25 36,791.25 55,209.10 55,032.38 71,562.16

Overhead 0 0 0 0 3,214.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00

Gross margin 0 0 0 0 -3,214.00 475,173.04 634,789.10 535303.51 535,303.51 532,203.89 586,089.24 622,785

Less Expenses                        

Marketing expense 26,800.00 300 500 700 500 2,650.00 3,450.00 2,150.00 1,250.00 3,650.00 2,950.00 1,950.00

Administration
expense 65,040.00 65,040.00 65,140.00 65,140.00 80,626.00 144,539.13 140,652.87 134,810.66 134,292.95 137,617.07 139,111.67 140,970.74

Interior decoration 124,800.00 0 0 499,200.00 0 0 0 0 0 0 0 0

Pre-operating cost 42,000.00 0 0 0 0 0 0 0 0 0 0 0

Total expense 258,640.00 65,340.00 65,640.00 565,040.00 81,126.00 147,189.13 144,102.87 136,960.66 135,542.95 141,267.07 142,061.67 142,920.74

EBITDA 258,640.00 -65,340.00 -65,640.00 -565,040.00 -84,340.00 327,983.91 490,686.23 252,723.17 399,760.56 390,936.82 444,027.57 479,864.36

Depreciation
expense   0 0 0 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15

~ 109 ~
 -
Profit before 258,640.0
Interest and Tax 0 -65,340.00 -65,640.00 -565,040.00 -103,470.15 308,853.76 471,556.08 233,593.02 380,630.41 371,806.67 424,897.42 460,734.21

Interest (12%) 37,500.00 36,668.80 35,827.21 34,975.11 34,112.34 33,238.79 32,354.33 31,458.81 30,552.09 29,634.05 28,704.52 27,763.38

-
296,140.0 -
Profit before Tax 0 102,008.80 -101,467.21 -600,015.10 -137,582.49 275,614.97 439,201.75 202,134.21 350,078.32 342,172.62 396,192.90 432,970.83

Tax (30%) 0 0 0 0 0 82,684.49 131,760.53 60,640.26 105,023.50 102,651.79 118,857.87 129,891.25

-
296,140.0 -
Profit and loss 0 102,008.80 -101,467.21 -600,015.10 -137,582.49 192,930.48 307,441.23 141,493.95 245,054.82 239,520.84 277,335.03 303,079.58

- -
Accumulate profit 296,140.0 - 1,099,631.1 - - - - - -
and loss 0 398,148.80 -499,616.01 1 1,237,213.60 1,044,283.13 736,841.90 595,347.95 350,293.13 110,772.29 166,562.74 469,642.32

~ 110 ~
year3 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 961,345.56 922,503.32 485,528.06 582,633.68 485,528.06 720,097.71 817,203.32 649,897.71 649,897.71 738,468.17 777,185.66 817,203.32

Cost of good
sold                        

Raw meterail 88,651.42 84,986.58 47,251.59 55,406.92 47,196.59 86,902.33 84,835.61 75,840.18 75,895.18 84,956.97 84,780.61 96,674.60

Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00

Gross margin 870,203.15 835,106.74 435,785.47 524,816.75 435,840.47 630,383.37 729,876.71 571,566.52 571,592.52 651,020.20 689,995.06 717,716.71

Less
Expenses                        

Marketing
expense 36,550.00 10,950.00 1,250.00 1,450.00 1,250.00 11,650.00 12,450.00 11,150.00 1,250.00 12,650.00 11,950.00 10,950.00

Administration
expense 164,442.35 139,940.03 115,494.30 117,400.37 117,130.30 165,958.96 161,621.11 151,384.67 151,384.67 156,502.89 159,915.04 161,621.11

Interior
decoration                        

Total expense 200,992.35 150,890.03 116,744.30 118,850.37 118,380.30 177,608.96 174,071.11 162,534.67 152,634.67 169,152.89 171,865.04 172,571.11

EBITDA 669,210.80 684,216.71 319,041.17 405,966.38 317,460.17 452,774.41 555,805.60 409,031.86 418,957.86 481,867.31 518,130.02 545,145.60

Depreciation
expense 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40

Profit before
Interest& Tax 293,041.77 428,356.01 531,387.20 644,792.40 659,798.31 294,622.77 381,547.98 457,448.91 493,711.62 520,727.20 384,613.46 394,539.46

~ 111 ~
Interest (12%) 14,402.55 13,282.63 12,148.71 11,000.62 9,838.18 8,661.21 7,469.52 6,262.94 5,041.28 3,804.35 2,551.95 1,283.90

Profit before
Tax 630,389.85 646,515.68 282,474.06 370,547.36 283,203.59 419,694.80 523,917.67 378,350.51 389,498.18 453,644.56 491,159.67 519,443.30

Tax (30%) 189,116.96 193,954.70 84,742.22 111,164.21 84,961.08 125,908.44 157,175.30 113,505.15 116,849.45 136,093.37 147,347.90 155,832.99

Profit and loss 441,272.90 452,560.98 197,731.84 259,383.15 198,242.51 293,786.36 366,742.37 264,845.36 272,648.72 317,551.19 343,811.77 363,610.31

Accumulate 3,611,895.2 4,064,456.1 4,262,188.0 4,521,571.1 4,719,813.6 5,013,600.0 5,380,342.4 5,645,187.7 5,917,836.4 6,235,387.6
profit and loss 0 7 2 7 8 4 1 7 9 9 6,579,199.45 6,942,809.76

Year4

~ 112 ~
year3 1 2 3 4 5 6 7 8 9 10 11 12

748,263.1 395,821.4 477,541.8 841,719.4 893,811.5 699,662.1 699,662.1 869,799.4

Revenues 81,455.22 5 9 3 395,821.49 2 8 6 6 2 869,799.42 893,811.58

Cost of
good sold                        

Raw
meterail 82,491.90 80,956.41 40,441.39 48,533.80 40,386.39 98,688.82 91,773.50 54,690.34 54,690.34 92,209.82 87,637.59 103,287.50

Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00

Gross 696,472.3 664,896.7 352,889.1 426,598.0 740,218.6 799,547.0 642,480.8 642,561.8 775,098.6
margin 2 5 0 3 352,944.10 0 9 1 1 0 779,751.83 787,712.09

Less
Expenses                        

Marketing
expense 36,550.00 10,950.00 1,250.00 1,450.00 1,250.00 11,650.00 12,450.00 11,150.00 1,250.00 12,650.00 11,950.00 10,950.00

Administrat 185,853.3 160,341.5 128,496.0 131,255.1 170,138.8 163,668.4 152,664.2 152,664.2 162,388.8
ion expense 8 6 0 1 125,725.13 5 0 2 2 5 162,388.85 163,668.40

Interior
decoration                        

Total 222,403.3 171,291.5 129,746.0 132,705.1 181,788.8 176,118.4 163,814.2 153,914.2 175,038.8
expense 8 6 0 1 126,975.13 5 0 2 2 5 174,338.85 174,618.40

474,068.9 493,605.1 223,143.1 293,892.9 558,429.7 623,428.6 478,666.5 488,647.5 600,059.7

EBITDA 4 9 0 2 225,968.97 6 9 9 9 6 605,412.99 613,093.69

~ 113 ~
Depreciatio
n expense 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28

Profit
before
Interest& 581,480.7 450,136.6 469,672.9 199,210.8 202,036.6 534,497.4 599,496.4 454,734.3 464,715.3
Tax 1 6 1 2 269,960.64 9 8 1 1 1 576,127.48 589,161.41

Interest
(12%)                        

Profit 450,136.6 469,672.9 199,210.8 269,960.6 534,497.4 599,496.4 454,734.3 464,715.3 576,127.4
before Tax 6 1 2 4 202,036.69 8 1 1 1 8 581,480.71 589,161.41

135,041.0 140,901.8 160,349.2 179,848.9 136,420.2 139,414.5 172,838.2

Tax (30%) 0 7 59,763.25 80,988.19 60,611.01 4 2 9 9 4 174,444.21 176,748.42

Profit and 315,095.6 328,771.0 139,447.5 188,972.4 374,148.2 419,647.4 318,314.0 325,300.7 403,289.2
loss 6 4 7 5 141,425.68 3 8 2 2 3 407,036.49 412,412.98

Accumulate
profit and 7,257,905. 7,586,676. 7,726,124. 7,915,096. 48,056,522 8,430,670. 8,850,317. 9,168,631. 9,493,932. 9,897,221. 10,304,258 10,716,671.
loss 42 46 04 48 .16 40 88 90 62 85 .35 33

~ 114 ~
 Year5

year5 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 884,873.47 884,873.47 536,286.95 625,668.11 536,286.95 902,749.70 920,625.93 849,121.01 849,121.01 902,749.70 902,749.70 920,625.93

Cost of
good sold                        

Raw
meterail 90,695.04 90,709.35 61,459.30 64,193.35 54,915.30 103,555.95 94,461.36 87,155.72 87,153.72 97,076.95 92,471.95 105,975.36

Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00

Gross
margin 791,687.43 791,754.12 472,336.65 559,064.76 478,880.65 796,381.75 823,673.57 759,474.28 759,557.28 803,181.75 807,867.75 811,838.57

Less
Expenses                        

Marketing
expense 36,550.00 10,950.00 1,250.00 1,450.00 1,250.00 11,650.00 12,450.00 11,150.00 1,250.00 12,650.00 11,950.00 10,950.00

Administrat
ion expense 188,392.02 163,392.02 133,563.04 136,526.88 135,199.04 171,694.79 164,497.55 162,286.48 162,286.48 163,944.79 163,944.79 164,497.55

Interior
decoration                        

Total
expense 224,942.02 174,342.02 134,813.04 137,976.88 136,449.04 183,344.79 176,947.55 173,436.48 163,536.48 176,594.79 175,894.79 175,447.55

EBITDA 566,745.41 617,412.11 337,523.61 421,087.88 342,431.61 613,036.96 646,726.02 586,037.80 596,020.80 626,586.96 631,972.96 636,391.02

~ 115 ~
Depreciatio
n expense 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28

Profit
before
Interest&
Tax 318,499.33 608,040.68 542,813.13 593,479.83 313,591.33 397,155.60 602,654.68 589,104.68 622,793.74 562,105.52 572,088.52 612,458.74

Interest
(12%) 0 0 0 0 0 0 0 0 0 0 0 0.00

Profit
before Tax 542,813.13 593,479.83 313,591.33 397,155.60 318,499.33 589,104.68 622,793.74 562,105.52 572,088.52 602,654.68 608,040.68 612,458.74

Tax (30%) 162,843.94 178,043.95 94,077.40 119,146.68 95,549.80 176,731.41 186,838.12 168,631.66 171,626.56 180,796.41 182,412.21 183,737.62

Profit and
loss 379,969.19 415,435.88 219,513.93 278,008.92 222,949.53 412,373.28 435,955.62 393,473.87 400,461.97 421,858.28 425,628.48 428,721.12

Accumulat
e profit and 11,096,640 11,512,076 11,731,590 12,009,599 12,232,548 12,644,922 13,080,877 13,474,351 13,874,813 14,296,671 14,722,300 15,151,021
loss .52 .40 .33 .25 .78 .06 .68 .54 .51 .79 .27 .38

Statement of Cash Flow

~ 116 ~
year 1 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 51,525 62,240 62,962 62,233 41,510 50,795 50,087 69,386 50,744 82,190 63,634 65,106

COGS 21,458 21,672 21,889 21,670 21,453 21,239 21,026 20,816 21,223 21,657 22,090 22,532

Operating Expenses 51,370 44,427 44,485 44,671 44,613 44,558 44,885 44,832 44,900 45,163 45,347 45,421

Cash Payments for Income Taxes 0 0 0 0 0 0 0 0 0 0 0 0

Cash Flow 1,303 6,141 6,588 5,892 5,444 4,999 4,176 3,738 4,621 5,370 6,197 7,153

Cash Interest Payments 790 790 790 790 790 790 790 790 790 790 790 790

Depreciation 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942

Short-term Debt 0 0 0 0 0 0 0 0 0 0 0 0

Long-term Debt 362 362 362 362 362 362 362 362 362 362 362 362

Owner's Draw 0 0 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Beginning Cash 48,531 46,723 52,358 55,440 57,826 59,764 61,257 61,926 62,159 63,273 65,137 67,828

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Ending Cash 194,899 209,567 214,540 214,772 194,816 204,435 202,865 221,256 205,971 241,475 227,881 235,428

Year 2

year 2 1 2 3 4 5 6 7 8 9 10 11 12

~ 117 ~
Revenues 71,525 72,240 72,962 72,233 71,510 70,795 70,087 69,386 70,744 72,190 73,634 75,106

COGS 21,458 21,672 21,889 21,670 21,453 21,239 21,026 20,816 21,223 21,657 22,090 22,532

Operating Expenses 51,370 44,427 44,485 44,671 44,613 44,558 44,885 44,832 44,900 45,163 45,347 45,421

Cash Payments for Income

Taxes 0 0 0 0 0 0 0 0 0 0 0 0

Cash Flow 1,303 6,141 6,588 5,892 5,444 4,999 4,176 3,738 4,621 5,370 6,197 7,153

Cash Interest Payments 790 790 790 790 790 790 790 790 790 790 790 790

Depreciation 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942

Short-term Debt 0 0 0 0 0 0 0 0 0 0 0 0

Long-term Debt 362 362 362 362 362 362 362 362 362 362 362 362

Owner's Draw 0 0 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Beginning Cash 48,531 46,723 52,358 55,440 57,826 59,764 61,257 61,926 62,159 63,273 65,137 67,828

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Ending Cash 214,899 219,567 224,540 224,772 224,816 224,435 222,865 221,256 225,971 231,475 237,881 245,428

~ 118 ~
Year 3

year 3 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 76,525 77,240 77,962 77,233 76,510 75,795 75,087 74,386 77,744 77,190 78,634 80,106

COGS 22,458 22,672 22,889 22,670 22,453 22,239 22,026 21,816 22,223 22,657 23,090 23,532

Operating Expenses 56,370 49,427 45,485 45,671 49,613 49,558 49,885 49,832 49,900 50,163 50,347 50,421

Cash Payments for Income

Taxes 0 0 0 0 0 0 0 0 0 0 0 0

Cash Flow 1,303 6,141 6,588 5,892 5,444 4,999 4,176 3,738 4,621 5,370 6,197 7,153

Cash Interest Payments 790 790 790 790 790 790 790 790 790 790 790 790

Depreciation 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942

Short-term Debt 0 0 0 0 0 0 0 0 0 0 0 0

Long-term Debt 862 862 862 862 862 862 862 862 862 862 862 862

Owner's Draw 0 0 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Beginning Cash 48,531 46,723 52,358 55,440 57,826 59,764 61,257 61,926 62,159 63,273 65,137 67,828

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Ending Cash 226,399 231,067 232,040 232,272 236,316 235,935 234,365 232,756 239,471 242,975 249,381 256,928

~ 119 ~
Year 4

year 4 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 106,525 107,240 107,962 107,233 106,510 105,795 105,087 104,386 107,744 107,190 108,634 110,106

COGS 32,458 32,672 32,889 32,670 32,453 32,239 32,026 31,816 32,223 32,657 33,090 33,532

Operating Expenses 56,370 49,427 45,485 45,671 49,613 49,558 49,885 49,832 49,900 50,163 50,347 50,421

Cash Payments for Income

Taxes 0 0 0 0 0 0 0 0 0 0 0 0

Cash Flow 1,303 6,141 6,588 5,892 5,444 4,999 4,176 3,738 4,621 5,370 6,197 7,153

Cash Interest Payments 790 790 790 790 790 790 790 790 790 790 790 790

Depreciation 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942

Short-term Debt 0 0 0 0 0 0 0 0 0 0 0 0

Long-term Debt 862 862 862 862 862 862 862 862 862 862 862 862

Owner's Draw 0 0 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Beginning Cash 48,531 46,723 52,358 55,440 57,826 59,764 61,257 61,926 62,159 63,273 65,137 67,828

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

~ 120 ~
Year 5

year 5 1 2 3 4 5 6 7 8 9 10 11 12

Revenues 126,525 127,240 127,962 127,233 126,510 125,795 125,087 124,386 127,744 127,190 128,634 130,106

COGS 32,458 32,672 32,889 32,670 32,453 32,239 32,026 31,816 32,223 32,657 33,090 33,532

Operating Expenses 56,370 49,427 45,485 45,671 49,613 49,558 49,885 49,832 49,900 50,163 50,347 50,421

Cash Payments for Income

Taxes 0 0 0 0 0 0 0 0 0 0 0 0

Cash Flow 1,303 6,141 6,588 5,892 5,444 4,999 4,176 3,738 4,621 5,370 6,197 7,153

Cash Interest Payments 790 790 790 790 790 790 790 790 790 790 790 790

Depreciation 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942 15,942

Short-term Debt 0 0 0 0 0 0 0 0 0 0 0 0

Long-term Debt 862 862 862 862 862 862 862 862 862 862 862 862

Owner's Draw 0 0 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Beginning Cash 48,531 46,723 52,358 55,440 57,826 59,764 61,257 61,926 62,159 63,273 65,137 67,828

Net Change in Cash 1,809 5,635 3,082 2,386 1,938 1,493 670 232 1,115 1,864 2,691 3,647

Ending Cash 286,399 291,067 292,040 292,272 296,316 295,935 294,365 292,756 299,471 302,975 309,381 316,928

~ 121 ~
Balance
Sheet

Year 1

year1 1 2 3 4 5 6 7 8 9 10 11 12

Asset                        

Current asset                        

2,442,364 2,273,028 2,103,392 1,434,356 109,878.0 333,866.0 720,556.2 869,283.4 1,165,048 1,451,988 1,792,020 1,436,379
Cash .01 .03 .04 .06 7 0 4 2 .00 .83 .42 .11

Prepaid 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0
expense 0 0 0 0 0 0 0 0 0 0 0 0

Total current 2,637,364 2,468,028 2,298,392 1,629,356 304,878.0 528,866.0 915,556.2 1,064,283 1,360,048 1,646,988 1,987,020 1,631,379
asset .01 .03 .04 .06 7 0 4 .42 .00 .83 .42 .11

~ 122 ~
Plant asset                        

Equipment 1,136,142 1,117,011 1,097,881 1,078,751 1,059,621 1,040,491 1,021,361 1,002,230

and Tool 0 0 0 0 .00 .85 .70 .55 .40 .25 .10 .95

Less
Equipment
and tool
deperciation 0 0 0 0 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15

Total Plant 1,117,011 1,097,881 1,078,751 1,059,621 1,040,491 1,021,361 1,002,230 983,100.8
asset 0 0 0 0 .85 .70 .55 .40 .25 .10 .95 0

2,637,364 2,468,028 2,298,392 1,629,356 1,421,889 1,626,747 1,994,307 2,123,904 2,400,539 2,668,349 2,989,251 2,614,479
Total asset .01 .03 .04 .06 .92 .70 .79 .82 .25 .93 .37 .91

Liability                        

2,933,504 2,866,176 2,798,008 2,728,987 2,659,103 2,588,346 2,516,704 2,444,167 2,370,723 2,296,361 2,221,070 2,144,837
Loan .01 .83 .05 .17 .52 .33 .68 .50 .61 .67 .20 .59

Income tax 214,445.0 275,085.2 380,108.7 482,760.5 601,618.4

payable 0 0 0 0 0 82,684.49 2 8 7 6 3 0

Total 2,933,504 2,866,176 2,798,008 2,728,987 2,659,103 2,671,030 2,731,149 2,719,252 2,750,832 2,779,122 2,822,688 2,144,837
Liabilty .01 .83 .05 .17 .52 .82 .69 .78 .38 .23 .63 .59

Equipty                        

Owner
equity 0 0 0 0 0 0 0 0 0 0 0 0

Net profit - - - - - 192,930.4 307,441.2 141,493.9 245,054.8 239,520.8 277,335.0 303,079.5

and loss 296,140.0 102,008.8 101,467.2 600,015.1 137,582.4

~ 123 ~
 0 0 1 0 9 8 3 5 2 4 3 8

- - - - - - - - - -
Accumulate 296,140.0 398,148.8 499,616.0 1,099,631 1,237,213 1,044,283 736,841.9 595,347.9 350,293.1 110,772.2 166,562.7 469,642.3
profit/loss 0 0 1 .11 .60 .13 0 5 3 9 4 2

- - - - - - - - - -
296,140.0 398,148.8 499,616.0 1,099,631 1,237,213 1,044,283 736,841.9 595,347.9 350,293.1 110,772.2 166,562.7 469,642.3
Total equity 0 0 1 .11 .60 .13 0 5 3 9 4 2

Total
liability and 2,637,364 2,468,028 2,298,392 1,629,356 1,421,889 1,626,747 1,994,307 2,123,904 2,400,539 2,668,349 2,989,251 2,614,479
equity .01 .03 .04 .06 .92 .70 .79 .82 .25 .93 .37 .91

Year 2

year2 1 2 3 4 5 6 7 8 9 10 11 12

Asset                        

Current
asset                        

1,679,683 1,968,221 1,834,272 1,900,184 1,096,945 1,565,596 2,166,455 2,426,373 2,696,272 3,121,610 3,666,337 3,099,298
Cash .09 .77 .82 .65 .56 .88 .66 .43 .21 .54 .34 .27

Prepaid 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0
expense 0 0 0 0 0 0 0 0 0 0 0 0

Total 1,874,683 2,163,221 2,029,272 2,095,184 1,291,945 1,760,596 2,361,455 2,621,373 2,891,272 3,316,610 3,861,337 3,294,298
current asset .09 .77 .82 .65 .56 .88 .66 .43 .21 .54 .34 .27

~ 124 ~
Plant asset                        

Equipment 983,100.8 963,970.6 944,840.5 925,710.3 1,223,875 1,199,456 1,175,038 1,150,620 1,126,201 1,101,783 1,077,364 1,052,946
and Tool 0 5 0 5 .20 .80 .40 .00 .60 .20 .80 .40

Less
Equipment
and tool
deperciation 19,130.15 19,130.15 19,130.15 19,130.15 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40

Total Plant 963,970.6 944,840.5 925,710.3 906,580.2 1,199,456 1,175,038 1,150,620 1,126,201 1,101,783 1,077,364 1,052,946 1,028,528
asset 5 0 5 0 .80 .40 .00 .60 .20 .80 .40 .00

2,838,653 3,108,062 2,954,983 3,001,764 2,491,402 2,935,635 3,512,075 3,747,575 3,993,055 4,393,975 4,914,283 4,322,826
Total asset .74 .27 .17 .85 .36 .28 .66 .03 .41 .34 .74 .27

Liability                        

2,067,652 1,989,501 1,910,374 1,830,258 1,749,140 1,667,008 1,583,850 1,499,652 1,414,402 1,328,086 1,240,691 1,152,203
Loan .08 .74 .53 .23 .47 .74 .36 .51 .18 .22 .31 .97

Income tax 194,675.4 172,489.9 210,559.2 239,695.2 437,574.8 533,484.0 632,703.2 778,874.0 961,185.0
payable 90,407.80 6 0 9 81,785.87 7 9 6 7 4 3 0

Total 2,158,059 2,184,177 2,082,864 2,040,817 1,830,926 1,906,704 2,021,425 2,033,136 2,047,105 2,106,960 2,201,876 1,152,203
Liabilty .88 .20 .43 .52 .34 .00 .26 .57 .45 .26 .34 .97

Equipty                        

Owner
equity                        

Net profit 210,951.5 243,291.2 - 88,828.59 - 368,455.2 461,719.1 223,788.0 231,511.4 341,065.1 425,392.3 458,214.9
and loss 4 0 51,766.32 300,471.3

~ 125 ~
 1 5 3 6 9 2 1 1

Accumulate 680,593.8 923,885.0 872,118.7 960,947.3 660,476.0 1,028,931 1,490,650 1,714,438 1,945,949 2,287,015 2,712,407 3,170,622
profit/loss 6 6 4 4 2 .27 .40 .46 .96 .08 .39 .30

680,593.8 923,885.0 872,118.7 960,947.3 660,476.0 1,028,931 1,490,650 1,714,438 1,945,949 2,287,015 2,712,407 3,170,622
Total equity 6 6 4 4 2 .27 .40 .46 .96 .08 .39 .30

Total
liability and 2,838,653 3,108,062 2,954,983 3,001,764 2,491,402 2,935,635 3,512,075 3,747,575 3,993,055 4,393,975 4,914,283 4,322,826
equity .74 .27 .17 .85 .36 .28 .66 .03 .41 .34 .74 .27

Year 3

year3 1 2 3 4 5 6 7 8 9 10 11 12

Asset                        

Current asset                        

3,664,51 4,244,73 4,459,77 4,761,74 4,975,21 5,323,99 5,775,80 6,080,83 6,395,79 6,773,67 7,187,80 6,012,30
Cash 3.08 3.81 9.00 9.40 3.58 2.01 1.62 7.49 9.36 0.68 4.72 2.56

Prepaid 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000.
expense 00 00 00 00 00 00 00 00 00 00 00 00

Total current 3,859,51 4,439,73 4,654,77 4,956,74 5,170,21 5,518,99 5,970,80 6,275,83 6,590,79 6,968,67 7,382,80 6,207,30
asset 3.08 3.81 9.00 9.40 3.58 2.01 1.62 7.49 9.36 0.68 4.72 2.56

Plant asset                        

Equipment 1,028,52 1,004,10 979,691. 5,272.80 930,854. 906,436. 882,017. 857,599. 833,180. 808,762. 784,344. 759,925.

~ 126 ~
and Tool 8.00 9.60 20 95 40 00 60 20 80 40 00 60

Less
Equipment
and tool 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4 24,418.4
deperciation 0 0 0 0 0 0 0 0 0 0 0 0

Total Plant 1,004,10 979,691. 930,854. 906,436. 882,017. 857,599. 833,180. 808,762. 784,344. 759,925. 735,507.
asset 9.60 20 95 5,272.80 40 00 60 20 80 40 00 60 20

4,863,62 5,419,42 5,610,05 5,887,60 6,076,64 6,401,00 6,828,40 7,109,01 7,399,56 7,753,01 8,142,73 6,942,80
Total asset 2.68 5.01 1.80 3.80 9.58 9.61 0.82 8.29 1.76 4.68 0.32 9.76

Liability                        

1,062,61 971,897. 880,049. 787,054. 692,896. 597,561. 501,035. 403,302. 304,347. 204,156. 102,712.
Loan 0.53 18 91 54 74 96 50 46 76 12 08 0

Income tax 189,116. 383,071. 467,813. 578,978. 663,939. 789,847. 947,022. 1,060,52 1,177,37 1,313,47 1,460,81
payable 96 66 88 08 16 60 90 8.06 7.51 0.88 8.78 0

1,251,72 1,354,96 1,347,86 1,366,03 1,356,83 1,387,40 1,448,05 1,463,83 1,481,72 1,517,62 1,563,53
Total Liabilty 7.49 8.84 3.78 2.63 5.90 9.57 8.41 0.52 5.27 7.00 0.86 0

Equipty                        

Owner equity 0 0 0 0 0 0 0 0 0 0 0 0

Net profit 441,272. 452,560. 197,731. 259,383. 198,242. 293,786. 366,742. 264,845. 272,648. 317,551. 343,811. 363,610.
and loss 90 98 84 15 51 36 37 36 72 19 77 31

Accumulate 3,611,89 4,064,45 4,262,18 4,521,57 4,719,81 5,013,60 5,380,34 5,645,18 5,917,83 6,235,38 6,579,19 6,942,80
profit/loss 5.20 6.17 8.02 1.17 3.68 0.04 2.41 7.77 6.49 7.69 9.45 9.76

~ 127 ~
 3,611,89 4,064,45 4,262,18 4,521,57 4,719,81 5,013,60 5,380,34 5,645,18 5,917,83 6,235,38 6,579,19 6,942,80
Total equity 5.20 6.17 8.02 1.17 3.68 0.04 2.41 7.77 6.49 7.69 9.45 9.76

Total liability 4,863,62 5,419,42 5,610,05 5,887,60 6,076,64 6,401,00 6,828,40 7,109,01 7,399,56 7,753,01 8,142,73 6,942,80
and equity 2.68 5.01 1.80 3.80 9.58 9.61 0.82 8.29 1.76 4.68 0.32 9.76

Year4

year4 1 2 3 4 5 6 7 8 9 10 11 12

Asset                        

Current
asset                        

6,486,371 6,979,976 7,203,119 7,497,012 7,722,981 8,281,411 8,904,840 9,383,506. 9,872,154. 10,472,21 11,077,62 10,073,35
Cash .50 .69 .79 .71 .68 .44 .12 71 30 4.06 7.05 1.49

Prepaid 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0 195,000.0
expense 0 0 0 0 0 0 0 0 0 0 0 0

Total
current 6,681,371 7,174,976 7,398,119 7,692,012 7,917,981 8,476,411 9,099,840 9,578,506. 10,067,15 10,667,21 11,272,62 10,268,35
asset .50 .69 .79 .71 .68 .44 .12 71 4.30 4.06 7.05 1.49

Plant 735,507.2 711,574.9 687,642.6 663,710.3 639,778.0 615,845.8 591,913.5 567,981.2 544,048.9 520,116.6 496,184.4 472,252.1
asset 0 2 4 6 8 0 2 4 6 8 0 2

Equipme                        
nt and

~ 128 ~
Tool

Less
Equipme
nt and
tool
deperciat
ion 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28

Total
Plant 711,574.9 687,642.6 663,710.3 639,778.0 615,845.8 591,913.5 567,981.2 544,048.9 520,116.6 496,184.4 472,252.1 448,319.8
asset 2 4 6 8 0 2 4 6 8 0 2 4

Total 7,392,946 7,862,619 8,061,830 8,331,790 8,533,827 9,068,324 9,667,821 10,122,55 10,587,27 11,163,39 11,744,87 10,716,67
asset .42 .33 .15 .79 .48 .96 .36 5.67 0.98 8.46 9.17 1.33

Liability                        

Loan 0 0 0 0 0 0 0 0 0 0 0 0

Income
tax 135,041.0 275,942.8 335,706.1 416,694.3 477,305.3 637,654.5 817,503.4 953,923.7 1,093,338. 1,266,176. 1,440,620.
payable 0 7 2 1 2 6 8 7 37 61 82 0

Total 135,041.0 275,942.8 335,706.1 416,694.3 477,305.3 637,654.5 817,503.4 953,923.7 1,093,338. 1,266,176. 1,440,620.
Liabilty 0 7 2 1 2 6 8 7 37 61 82 0

Equipty                        

Owner
equity 0 0 0 0 0 0 0 0 0 0 0 0

Net 315,095.6 328,771.0 139,447.5 188,972.4 141,425.6 374,148.2 419,647.4 318,314.0 325,300.7 403,289.2 407,036.4 412,412.9
profit

~ 129 ~
and loss 6 4 7 5 8 3 8 2 2 3 9 8

Accumul
ate
profit/los 7,257,905 7,586,676 7,726,124 7,915,096 8,056,522 8,430,670 8,850,317 9,168,631. 9,493,932. 9,897,221. 10,304,25 10,716,67
s .42 .46 .04 .48 .16 .40 .88 90 62 85 8.35 1.33

Total 7,257,905 7,586,676 7,726,124 7,915,096 8,056,522 8,430,670 8,850,317 9,168,631. 9,493,932. 9,897,221. 10,304,25 10,716,67
equity .42 .46 .04 .48 .16 .40 .88 90 62 85 8.35 1.33

Total
liability
and 7,392,946 7,862,619 8,061,830 8,331,790 8,533,827 9,068,324 9,667,821 10,122,55 10,587,27 11,163,39 11,744,87 10,716,67
equity .42 .33 .15 .79 .48 .96 .36 5.67 0.98 8.46 9.17 1.33

Year5

year5 1 2 3 4 5 6 7 8 9 10 11 12

Asset                        

Current asset                        

10,640,0 11,257,5 11,595,0 12,016,1 12,358,5 12,971,5 13,618,3 14,204,3 14,800,3 15,426,9 16,058,9 14,794,8
Cash 96.90 09.01 32.62 20.50 52.11 89.07 15.09 52.89 73.70 60.66 33.62 88.90

Prepaid 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000. 195,000.
expense 00 00 00 00 00 00 00 00 00 00 00 00

Total current 10,835,0 11,452,5 11,790,0 12,211,1 12,553,5 13,166,5 13,813,3 14,399,3 14,995,3 15,621,9 16,253,9 14,989,8
asset 96.90 09.01 32.62 20.50 52.11 89.07 15.09 52.89 73.70 60.66 33.62 88.90

~ 130 ~
Plant asset                        

Equipment 448,319. 424,387. 400,455. 376,523. 352,590. 328,658. 304,726. 280,793. 256,861. 232,929. 208,997. 185,064.
and Tool 84 56 28 00 72 44 16 88 60 32 04 76

Less
Equipment
and tool 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2 23,932.2
deperciation 8 8 8 8 8 8 8 8 8 8 8 8

Total Plant 424,387. 400,455. 376,523. 352,590. 328,658. 304,726. 280,793. 256,861. 232,929. 208,997. 185,064. 161,132.
asset 56 28 00 72 44 16 88 60 32 04 76 48

11,259,4 11,852,9 12,166,5 12,563,7 12,882,2 13,471,3 14,094,1 14,656,2 15,228,3 15,830,9 16,438,9 15,151,0
Total asset 84.46 64.29 55.62 11.22 10.55 15.23 08.97 14.49 03.02 57.70 98.38 21.38

Liability                        

Loan 0 0 0 0 0 0 0 0 0 0 0 0

Income tax 162,843. 340,887. 434,965. 554,111. 649,661. 826,393. 1,013,23 1,181,86 1,353,48 1,534,28 1,716,69
payable 94 89 29 97 77 17 1.29 2.95 9.51 5.91 8.12 0

162,843. 340,887. 434,965. 554,111. 649,661. 826,393. 1,013,23 1,181,86 1,353,48 1,534,28 1,716,69
Total Liabilty 94 89 29 97 77 17 1.29 2.95 9.51 5.91 8.12 0

Equipty                        

Owner equity 0 0 0 0 0 0 0 0 0 0 0 0

Net profit and 379,969. 415,435. 219,513. 278,008. 222,949. 412,373. 435,955. 393,473. 400,461. 421,858. 425,628. 428,721.
loss 19 88 93 92 53 28 62 87 97 28 48 12

Accumulate 11,096,6 11,512,0 11,731,5 12,009,5 12,232,5 12,644,9 13,080,8 13,474,3 13,874,8 14,296,6 14,722,3 15,151,0

~ 131 ~
profit/loss 40.52 76.40 90.33 99.25 48.78 22.06 77.68 51.54 13.51 71.79 00.27 21.38

11,096,6 11,512,0 11,731,5 12,009,5 12,232,5 12,644,9 13,080,8 13,474,3 13,874,8 14,296,6 14,722,3 15,151,0
Total equity 40.52 76.40 90.33 99.25 48.78 22.06 77.68 51.54 13.51 71.79 00.27 21.38

Total liability 11,259,4 11,852,9 12,166,5 12,563,7 12,882,2 13,471,3 14,094,1 14,656,2 15,228,3 15,830,9 16,438,9 15,151,0
and equity 84.46 64.29 55.62 11.22 10.55 15.23 08.97 14.49 03.02 57.70 98.38 21.38

~ 132 ~
 5.6 NPV and IRR
Calculate Net Present Value (NPV) and Internal Rate of Return (IRR) for 5 year.
Table 5.6: NPV and IRR

Year Net profit and loss

Interest rate 0.15
0 -3,000,000.00
1 3,109,758.22
2 4,779,512.42
3 8,925,306.85
4 14,134,400.42
5 19,516,426.32
NPV 23,453,193.23
IRR 1.55

Pay Back Period

~ 133 ~
 Pay Back Period

Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 192,930.48 307,441.23 141,493.95 245,054.84 293,520.84 277,355.03 303,079.58
Depreciation 0.00 0.00 0.00 0.00 0.00 10,061.79 10,061.79 10,061.79 10,061.79 10,062.79 10,061.79 10,061.79
Total Cash receive -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 202,992.27 317,503.02 151,555.74 255,116.61 249,582.63 287,933.48 313,141.37
- - -
Accumulate profit and 1,099,631.1 1,237,213.6 1,034,221.3
loss -296,140.00 -398,148.80 -199,616.01 1 0 4 -716,718.32 -565,162.58 -310,045.97 -60,463.34 226,933.28 540,074.85
5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0
Investment cost 0 0 5,000,000.00 0 0 0 0 5,000,000.00 0 0 0 5,000,000.00
Refund on capital - - - - - - - - - - - -

~ 134 ~
 5,296,140.0 5,398,148.8 6,099,631.1 6,237,213.6 6,034,221.3 5,716,718.3 5,310,045.9 5,060,463.3 4,773,066.5
0 0 5,499,616.01 1 0 4 2 5,565,162.58 7 4 2 4,459,925.15

Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 210,951.54 243,391.20 -51,766.32 88,828.59 -300,471.31 368,455.25 461,719.13 223,788.06 231,511.49 341,065.12 425,392.31 458,214.91
Depreciation 19,130.15 19,130.15 19,130.55 19,130.15 24,418.40 24,418.40 24,418.40 24,418.40 24,518.40 24,418.40 24,418.40 24,418.40
Total Cash receive 230,081.69 262,421.35 -32,636.17 107,958.74 -276,052.91 392,873.65 486,137.53 248,206.46 255,929.89 365,483.52 449,810.71 482,633.31
Accumulate profit and 1,032,577.8 1,101,900.4 1,224,721.2 1,710,858.7 2,214,995.0 2,580,478.6 3,030,289.3
loss 770,156.54 9 999,941.72 7 831,847.55 0 3 1,959,065.19 9 1 2 3,512,922.63
5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0 5,000,000.0
Investment cost 0 0 5,000,000.00 0 0 0 0 5,000,000.00 0 0 0 5,000,000.00
- - - - - - - - -
4,229,843.4 3,967,422.1 - 3,892,099.5 4,168,152.4 3,775,278.8 3,289,141.2 - 2,785,004.9 2,149,521.3 1,969,710.6 -
Refund on capital 6 1 4,000,058.28 3 5 0 7 3,040,934.81 1 9 8 1,487,077.37

Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 441,272.90 452,560.98 197,731.84 259,383.15 198,242.51 293,786.36 366,742.37 264,845.36 272,648.72 317,551.19 343,811.77 363,610.31
Depreciation 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Total Cash receive 465,691.30 476,979.38 222,150.24 283,801.55 222,660.91 318,240.40 391,160.77 289,263.76 297,067.12 341,969.59 368,230.17 388,028.71
Accumulate profit and
loss 3,978,613.93 4,455,593.30 4,677,743.55 4,961,545.10 5,184,206.01 5,502,410.77 5,893,571.54 6,182,835.30 6,479,902.42 6,821,872.02 7,190,102.18 7,578,130.89
  Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital -1,021,386.07 -544,406.70 -322,256.45 -38,454.90 184,206.01 502,410.77 893,571.54 1,182,835.30 1,479,902.42 1,821,872.02 2,190,102.18 2,578,130.89

Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 315,095.66 328,771.04 139,447.57 188,972.45 141,425.68 374,148.23 419,674.48 318,314.02 325,300.72 403,289.23 407,036.49 412,412.89
Depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Total Cash receive 339,027.94 352,703.32 163,379.85 212,904.73 165,357.96 398,080.52 443,579.76 342,246.30 349,233.00 427,221.51 430,968.77 436,345.26
Accumulate profit and
loss 7,917,158.83 8,269,862.15 8,433,242.01 8,646,146.73 8,811,504.69 9,209,585.21 9,653,164.97 9,995,411.21 7,344,644.21 7,771,865.71 8,202,834.51 6,639,179.82

~ 135 ~
 Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital 2,917,158.83 3,269,862.15 3,433,242.01 3,646,146.73 3,811,504.69 4,209,585.21 4,653,164.97 4,995,411.27 5,344,644.27 5,771,865.78 6,202,834.56 6,639,179.82

Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 379,969.19 415,435.88 219,513.93 278,008.92 222,949.53 412,373.28 435,955.62 393,473.87 400,461.97 421,858.28 425,628.48 428,721.12
Depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Total Cash receive 403,901.47 439,368.16 243,446.21 301,941.20 246,881.81 436,305.56 459,887.90 417,406.15 424,394.25 445,790.56 449,560.76 452,653.40
Accumulate profit and
loss 12,043,081.29 12,482,449.45 12,725,895.66 13,027,836.86 13,274,718.67 13,711,024.23 14,170,912.13 14,588,318.27 15,012,712.52 15,458,503.08 15,908,063.84 6,360,717.23
Investment cost  5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital 7,043,081.29 7,482,449.45 7,725,895.66 8,027,836.86 8,274,718.67 8,711,024.23 9,170,912.13 9,588,318.27 10,012,712.52 10,458,503.08 10,908,063.84 11,360,717.23

~ 136 ~
Chapter 6

Risk Management

6.1 Risk management analysis

Peony House Coffee and close to TongLo Soi 10. This business has various competitors both
direct and indirect. We will analyze according to the topic below.

6.1.1Competitor risk
Peony House Coffee found that they are many competitors in Tong Lo and Sukumwit market
and they also well know in Chiang Mai. We will analyze risk according to the topic below.

6.1.2 External risk

Peony House Coffee has environment risk that Peony House Coffee cannot control the
situation or cannot solve the problem. In addition, this risk also affect to our business, so it is four
type of risk

Politic risk
Tong Lo political is affect directly from political of, they were protested their own right.
Hence, it will affect to confidential of consumption, however it is better in the end of the year 2009.
Although, Bangkok governor do many activity for crate more confidential of customers.

Social risk
Thai social do not often to drink coffee in daily, but nowadays, many research about benefit
of coffee had expand in Thailand. Hence, many people will concern more about drinking coffee. In
other hand, Bangkok is become a second city in Thailand, so many businesses are establish. It will
change human lifestyle that people more serious in their life. They try to find the place that able to
make them relax.

Economic risk
Populations of Bangkok have more saving in their account because of inflate rate is high in
each month but we compare with last two years the inflate rate is lower. This means that habitant
behavior; they spend more money compare with last two year.

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Technology risk
Technology is very important to business because in business process technology help us to
add more efficiency in production. Although, technology help us to reduce obsolescing and able to
compete with competitors

6.1.3Internal risk
Risk of Product and Service
Peony House Coffee has on product because of dairy coffee product and service are available
in the market However, customers still need more than just cans coffee product, so we reduce the risk
via provide full service, good environment, quality product and service.

Risk of Pricing
Peony House Coffee has of setting price because if we set the price to high, customers do not
have enough power of purchasing. Customers will compare with other shops that occur in the market.
If we set at lower price, it will represent that low quality of product and service. Hence, we set the
price similar to competitor, which we also concern of cost of raw material and expense in the shop.

Risk to entry the market

The risk to enter the market of Peony House Coffee is five force model’ for example, rivalry
of competitor, bargaining power of customer, bargaining power of supplier, substitute product and
new entry of competitor. For this reason, we will reduce risk via market study, competitor analyze and
condition of competition.

Risk of employee
Risk of employees is the risk that our employees will not work for us without any reasons,
another word is employees strike. If employees strike, our shop will serve product and service to
customers delay or may be cannot do some activities as same as the time in general situation. We can
say that employees strike gives us only negative effect. So, we have to prevent this problem or these
situations before it occur by use following method;

1. Recruit new employees, Human Resort Officer have to do the contract with those employees. To
prevent employees do the thing which might effect to the shop’s image and also this method can help
employees in term of let them know their task before work and their extent of work.

2. The shop will buy the insurance which assure that we will not get lose because of employees strike
reason. The insurance company has responsibility to manage and take care our shop situation to be

~ 138 ~
good. We do the contract with insurance company, so, if situation is bad (employee strike) the
company have to pay claim for us.

These 2 methods help us to measure that we will not facing with the risk of employee that employee
might be strike.

Other risk
The risk that occur when we do not predict it; such as, conflagration, inundation, earthquake,
burglary, and business halt. If this situation occurs, who will be response to situations? So we design
to do an Insurance against loss, this will be guarantee the unpredicted damage.

6.2 Financial risk

Peony House Coffee has invested in business for 3 million baht and we borrow of the investor
100%. The interest rate is 15% per year and pay back in 3 years, so we have to pay for interest 24.8%.
Therefore, Peony house Coffee responses to the interest rate total from borrowing show in table
below. According to table above, the interest rate is a risk of business, so we have to pay all debt in
third year following the agreement with investor.

6.2.1 Risk of sale decrease between 10%, 20%, 30%, 40% and 50%
While the sale of Peony House Coffee decreases, so the cost will vary to the sale. Therefore,
the price of cost still the same price, also we have to pay interest from borrowing. This will be affect
to profit of and payback period Peony House Coffee, which we will earn less profit.

6.2.1 Risk of sale increase between 10%, 20%, 30%, 40% and 50%
While the sale of Peony House Coffee increases, so the cost will vary to the sale. Therefore,
the price of cost still the same price, also we have to pay interest from borrowing. This will be affect
to profit and payback period of Peony House coffee, which we will earn less profit.

~ 139 ~
 Chapter 7

Summary

7.1 Project Objectives

This general objective can be divided to 2 specific objectives that would together

achieve that overall goal of the project as follow;

1. Learn about the feasibility for investing the milk and fish spa shop in Chiang Mai.

2. Analyze the feasibility of the milk and fish spa shop such as marketing, processing,

and financing.

7.2 Benefits of Project

1. Know the process, plan and structure when doing business in real situation.
2. The project can apply the knowledge to do business in the real life.
3. Know the problem of situation and the solution when doing business.
4. In able to analyze finance in the real situations.
5. In able to analyze marketing situations.

7.3 History of Business

Coffee is a whitish liquid containing proteins, fats, lactose, and various vitamins and minerals
that is produced by the mammary glands of all mature female mammals after they have given birth
and serves as nourishment for their young.

Coffee is usually drunk that has more demand than supply, so in the present has
established many milk shops for severe the demand and need of the customer. In Thailand
has many milk shops that they are not common milk shop but they are mixed and matched
with the small restaurant because they have not only fresh milk but they have food and
bakery for severe the customer needs and attract to the satisfy of the customer. Moreover,
they are also making the different about style of design shop and style of service for attract to
become their positioning.

These are the reasons that why we decided to run this project.

~ 140 ~
7.4 Analysis of marketing coffee

In 2009, the coffee industry is shrinking because of entrepreneur face with high cost of fresh
coffee in the country and economic continue drop down that start in half year 2008. This affect to the
price of product, so customers concern on saving. In July 2008, the price of oil and coffee increasing
is affected to coffee product. In 2009, coffee products value will around 32,500 million baht and
growth rate of coffee products will minus 0-2% compare with 2-3% of growth rate in 2008. However,
the cost of raw material will decrease, but entrepreneurs still have risk increasing price of fresh coffee
in the country. The project had start in October until November 2009, but the government cannot
solve the problem immediately. However, the coffee industry in Thailand still growing and fresh
coffee in industry is not enough to produce coffee product in country. In addition, coffee product in
Thailand needs to open the market to import coffee under condition of world trade agreement and free
trade agreement between Thailand with Australia and Thailand with New Zealand.

In the present coffee shop or fresh coffee from survey have to power for student and more
shop to popularity of student. That to drink coffee it can change behavior of customer. That to
drinking coffee and the number of population in Thailand can estimate that in year 2005, Thai people
consumed coffee about 13.36 kg to person to year. It would higher than in year 2004 that have
consuming about 12.36 kg to person or it was higher be 4.67 percent. The result from Supplement
School Project and Program to engage the people consumed coffee more. However, the rate of
consuming coffee on Thai people lower than other countries such as USA people had the rate of
consuming about 250 kg to person to year and Asian people had the rate of consuming about 40 kg to
person to year, etc. Addition it would have other drinking that come in to share market such as seed
coffee, green tea, vegetable juice, fruit juice, etc. So Thailand accelerated people in the country to
consume coffee increasing because coffee has a high nutrition.

7.5 Analysis of marketing coffee shop

Grass restaurant

Grass restaurant is green space surrounded by the odd and different from the traditional image of the
shopping center in Bangkok You can walk in the park releasing emotions that have been meticulously
decorated, while maintaining the innovative, trend-conscious boutiques like Passione, which has been
inspired blend of Thai - Milan. In addition to experience the atmosphere of the Coffee Shop around
the Corner, which is decorated in the style fries St Wong's profile (French Provence) uniquely
beautiful. In addition to having a coffee shop cute to have a Japanese restaurant like the other two

~ 141 ~
stores are Rakuza offers Japanese cuisine from chef Yoshikawa of Tokyo in the European style to
wait to try and Kazokutei brand's latest Oishi is served loaf Dong and the traditional soba.

Agalica

The restaurant only open Friday - Sunday from 10.00 - 18.00. The date of the luxurious atmosphere. I
arrived early around noon. This shop is synonymous drink coffee, tea, it has provided both hot and
cold. In addition, there are cakes to make them shop owners themselves, whether as a Home Made
Scones with Cream and Strawberry Jam, Apple Crumble,Chocolate Cake, Carrot Cake and Apple
Cake or a single dish in a restaurant with Ham and Bacon Quiche. Many people have free time from
Friday evening after work and weekend Sat – Sun It is time to find a restaurant Or your favorite
coffee shop. To spend free time these happily Coffee is a beautiful alternative of all coffee. Today, it
offers elegant tea houses. People who do not have much. This gives a chance to take a pretty casual
restaurant. Even in the afternoon onwards, this restaurant is filled with regular and casual guests that
impressed peaceful. And beautiful here. All of 3 branches have standard taste standard price, and
standard concept of shop decoration. Prominent point of Milk Garden is spacious of area, a lot of
table and chair that offer for customers. They decorate the sop as Indy style…let customers relaxing,
there is no air condition, and also the shop provide Wi-Fi to customers for free (customers bring
laptop themselves) that customers can enjoy as long as they want without any pressure.

Art Gorillas Gallery

Art Gorillas Gallery is gallery pop as a small indie. That is unique. Siam Square Soi 3, located at the
second floor of the Lido. Adjacent to the gallery can be white space travel is a convenient variety of
ways. But at best it will be seen by the BTS to Siam station.
Original Art Hunt is a gallery Teen Square area should not be missed. It will find new work, style,
modern and contemporary of young artists, both inside and outside the country. The present concept
of modern in a format that is popular today. Whether it is painting, sculpture, photographs,
multimedia and other opportunities for the talented teenager. Love of art. Come together to show off
works well in here. They decorate the sop quite general style but it is suitable with customers in every
generation since children tills adult. Customers can go to Milk Zone shop with family. The prominent
point of this sop is about the menu list which is at least 100 menus and differs from another milk sop.
About the taste; it is not much delicious but still not bad at all. They set a reasonable price for each
menu because their main target are student who student in Chiang Mai University not workers, so, the
price not high compare with other milk shop.

~ 142 ~
Nangkwak

Nangkwak is located in Soi Thonglor 10 Opening hours 11:00 to 14:00 am and 17:00 to 1:00 pm The
restaurant is divided into two zones, the floor around you with cool air conditioned room and floor 3,
you will experience a beautiful garden. Among the mass of stars in a relaxed atmosphere. They have
some special menus which create by them self another menu similar with other milk shop. Some
menu which very general but they try to create new name for that menu to be interesting like boiled
instant noodle.

7.6 Technical Feasibility Study

7.6.1 Location
Location of our shop is an important for select to decision making to locate by we

consider the factors as following:

- facility

- line of traffic

- convenience for easy to see

So we choose to locate this location. The location is near the customer and easy to access for
customer. Around this location it will have dormitory of student and worker in Bang kok University,
condo, market and the place shopping. This located has the more customers it can attractive for
customer because this locate is on the main street and landmark for student and worker. This location
easy to accessibility for convince to service for customer.

7.7 Management analysis

Administration cost

- Rent fee

Peony House Coffee has to pay 65,000 baht per month.

- Salary

Chef: Chef responds for refreshment product, we will hire for 1 person.

Chef assistant: Chef Assistant helps Chef to prepare material for cooking, we will hire one person

~ 143 ~
Baristas: Baristas usually make in coffee product line, we will hire 2 persons.

Shop assistant: Employees who are take care all of customer and provide service to customers. The
cost of worker in a day is 19 per hour and in evening is 20 baht per hour. Fist year, we will hire 8
person; 4 person in a day start work from 10:00 a.m. to 16.00 p.m. and 4 person in evening start work
from 16.00 p.m. to 11.00 p.m. However, we expand the shop to the top floor, so we will hire two
more persons. The lowest period will reduce two time of employee during March to May.

The cost per unit of electricity is 2.978 baht, cost of FT is 0.9255 per unit, and VAT 7% of
cost of electricity plus cost of FT. Peony House Coffee start operates on June, we will use 1,845 units
and increase and decrease according to the sale.

Water supply cost

The cost per unit of water supply is 0.9 baht, service fee 30 baht per month, and

VAT 7% of cost. We will use for 2,756 units on June

Telephone cost and internet fee

Telephone cost we will use for support internet, so we pay only the service fee for 100

baht per month. However, the internet cost per month is 790 baht.

Garbage cost

According the rule of Bangkok Municipality that every household should pay 40 baht per month

Label fee

Peony House Coffee label has size 40*50 square centimeters. Label fee is cost 40 baht per

square centimeter and pay on April in every year

Insurance against loss

The insurance preserve for standard of Insurance against loss; such as, conflagration,
inundation, earthquake, burglary and damage from electric appliance, also provide more preserve
include of the broken of label, insurance response from employer, insurance response from outsider,
insurance response for renter and occupant and , insurance response of business halt for 30 days

~ 144 ~
Car act fee

The Car act fee has to pay every year for 646 baht at Provincial Department of

Transportation.

Automobile tax

Automobile tax has to pay every year for 990 baht at Provincial Department of

Transportation.

Other expense

Other expense; such as, dishwashing liquid, clean water surface, Knitting liquid cleaner detergent and
etc, so this cost will be 0.5% of sale forecast and ship up or ship down according to seasoning.

7.8 Financial analysis

From the possibility financial estimation, it let us know about the expense or investment of
this business. For example it has office equipment expenditure, production equipment expenditure,
marketing expenses which are facility, raw material, and salary. These expenses can divide into 2
types; fixed cost and variable cost. When we analyze the financial of business we can know that our
business have increase or decrease of income in each months. Such decrease or increase of income
depends on seasonal pf product but sale profit increase since year 1 to year 3 but in year 4 our sale
will decrease and then it increase again in year 5 because in 3rd year our product are well known in
the market but the end of 3rd year and the beginning of 4th year sale will decrease because there are
many competitors to compete with us. In 5th year our sale increases because we will develop the
existing product and produce a new one to attract our customer. So although sale will increase but we
still to use for increase of cost. Our business can’t payback from investment to do business into1 year
adding interest rate will have high rate for 12% that we must pay back into 3 years but our business
can pay back the loan into 2nd year of doing business. We can pay back the loan before schedule to
appointment for pay a debt to bank.

7. 9 Risk Analysis Summary

There are 2 main risks which we will concern; Risk management analysis and Financial risk.
For Risk management analysis we talk about competitors risk that we have a lot of competitors but
they are not the strong competitors. About external risk—we talk about PEST analysis (Political,

~ 145 ~
Economic, Social, and Technology)—each factor affect our business but not much because we
already set some barrier for any competition. Another is internal risk contain of price and how to enter
to market because we are the newest coffee shop that aim to compete with favorite coffee shop in
Bangkok. It is quite difficult to build the name to be famous and also about the price, we can’t set
high price than competitor because we are the new and customers will think that the cheaper-the
lower quality.

For Financial risk analysis, it almost about interest rate because about sales we can control but the
interest is still stable until we can pay all of money that we have loan.

~ 146 ~
Reference
Moohin(online2010): Available: http://www.moohin.com/006/(26 November2010)

Ambrosia Arabica: Books and Coffee in History (online1997-2001): Available:

http://www.avramdavidson.org/coffee.htm (3 December 2010)

สำนักงานส่งเสริ มวิสาหกิจขนาดกลางและขนาดย่อม(สสว.) : Available:

http://www.sme.go.th/pages/home.aspx#page=page-act (10 December 2010)

Agalica(online2010): Available:http://www.agalico.co.th/ (11 December 2010)

Art Gorillas Gallery(online 2009) : Available:

http://parerap.blogspot.com/2009_11_01_archive.html (11 December 2010)

Nangkwak(online 2009): Available: http://nangkwak.com/%29 (11 December 2010)

SME(online December 29, 2010) : Available: http://www.thaismecenter.com/ (12 December

2010)

P OS TED BY G REY ( O N LIN E 2009) Availabl e:

http://arohtelp.blogspot.com/2008/04/pancake-bread.html, [Sunday, April 6, 2008 ]

~ 147 ~
 Appendix
Profit and loss increase in sales 10% (year 1-5)

-40% Year1 Year2 Year3 Year4 Year5

2,500,533.8 4,606,740.1 5,164,495.3 5,140,301.3 5,829,439.1
Revenues 1 6 6 5 5
cost of goods sold          
1,029,823.3
Raw material 373,611.63 751,665.64 913,378.59 875,787.78 5
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses          
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
1,312,981.1 1,762,795.7 1,762,795.7 1,859,252.9 1,910,225.4
Administration expense 0 9 9 7 2
Interior decoration 624,000.00 624,000.00 0 0 0
Pre-operating cost 42,000.00 0 0 0 0
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
1,314,568.7 2,334,610.9 2,251,550.6 2,735,680.3
EBITDA 79,960.08 3 8 0 8
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02

Payback period decrease in sales 10% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and 1,140,970.8 1,976,215.5
loss -38,922.02 -109,588.42 506,789.49 5 0
3,000,000.0 3,000,000.0 5,000,000.0 3,000,000.0 5,000,000.0
Investment cost 0 0 0 0 0
- - - - -
Refund on capital 3,038,922.02 3,109,588.42 4,493,210.51 1,859,029.15 3,023,784.50

Profit and lose decrease in sales 20% (Year1-5)

-40% Year1 Year2 Year3 Year4 Year5

2,500,533.8 4,606,740.1 5,164,495.3 5,140,301.3 5,829,439.1
Revenues 1 6 6 5 5
cost of good sold          
1,029,823.3
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 5
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses          

~ 148 ~
 Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
1,312,981.1 1,762,795.7 1,762,795.7 1,859,252.9 1,910,225.4
Administration expense 0 9 9 7 2
Interior decoration 624,000.00 624,000.00 0 0 0
Pre-operating cost 42,000.00 0 0 0 0
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
1,314,568.7 2,334,610.9 2,251,550.6 2,735,680.3
EBITDA 79,960.08 3 8 0 8
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0 0
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
1,157,562.8 1,616,651.7 1,617,369.2 1,900,435.7
Tax (30%) -139,761.16 5 7 4 4
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period decrease in sales 20% (Year1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and 1,140,970.8 1,976,215.5
loss -38,922.02 -109,588.42 506,789.49 5 0
3,000,000.0 3,000,000.0 5,000,000.0 3,000,000.0 5,000,000.0
Investment cost 0 0 0 0 0
- - - - -
Refund on capital 3,038,922.02 3,109,588.42 4,493,210.51 1,859,029.15 3,023,784.50

Profit and lose decrease in sales 30% (Year1-5)

-40% Year1 Year1 Year3 Year4 Year5

2,500,533.8 4,606,740.1 5,164,495.3 5,140,301.3 5,829,439.1
Revenues 1 6 6 5 5
cost of good sold          
1,029,823.3
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 5
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0.00  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
1,312,981.1 1,762,795.7 1,762,795.7 1,859,252.9 1,910,225.4
Administration expense 0 9 9 7 2
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
1,314,568.7 2,334,610.9 2,251,550.6 2,735,680.3
EBITDA 79,960.08 3 8 0 8

~ 149 ~
 2,735,680.3
Depreciation expense 8 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 1,964,363.24
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
1,157,562.8 1,616,651.7 1,617,369.2 1,900,435.7
Tax (30%) -139,761.16 5 7 4 4
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period decrase in sales 30% (Year1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and 1,140,970.8 1,976,215.5
loss -38,922.02 -109,588.42 506,789.49 5 0
3,000,000.0 3,000,000.0 5,000,000.0 3,000,000.0 5,000,000.0
Investment cost 0 0 0 0 0
- - - - -
Refund on capital 3,038,922.02 3,109,588.42 4,493,210.51 1,859,029.15 3,023,784.50

Profit and lose decrease in sales 40% (Year1-5)

-40% Year1 Year1 Year3 Year4 Year5

2,500,533.8 4,606,740.1 5,164,495.3 5,140,301.3 5,829,439.1
Revenues 1 6 6 5 5
cost of good sold          
1,029,823.3
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 5
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses          
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
1,312,981.1 1,762,795.7 1,762,795.7 1,859,252.9 1,910,225.4
Administration expense 0 9 9 7 2
Interior decoration 624,000.00 624,000.00 0 0 0
Pre-operating cost 42,000.00 0 0 0 0
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
1,314,568.7 2,334,610.9 2,251,550.6 2,735,680.3
EBITDA 79,960.08 3 8 0 8
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02

~ 150 ~
 1,157,562.8 1,616,651.7 1,617,369.2 1,900,435.7
Tax (30%) -139,761.16 5 7 4 4
Profit and loss 326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period decrease in sales 40% (Year1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and 1,140,970.8 1,976,215.5
loss -38,922.02 -109,588.42 506,789.49 5 0
3,000,000.0 3,000,000.0 5,000,000.0 3,000,000.0 5,000,000.0
Investment cost 0 0 0 0 0

Profit and lose decrease in sales 50% (Year1-5)

-50% Year1 Year1 Year3 Year4 Year5

2,083,778.1 3,838,950.1 4,303,746.1 4,283,584.4 4,857,865.9
Revenues 7 3 4 6 6
cost of good sold          
1,029,823.3
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 5
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 1,689,035.54 3,057,074.49 3,360,157.54 3,377,586.68 3,797,832.61
Less Expenses          
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
1,312,981.1 1,762,795.7 1,762,795.7 1,859,252.9 1,910,225.4
Administration expense 0 9 9 7 2
Interior decoration 624,000.00 624,000.00 0 0 0
Pre-operating cost 42,000.00 0 0 0 0
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
1,473,861.7 1,394,833.7 1,764,107.1
EBITDA -336,795.56 546,778.70 5 1 9
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -489,836.76 287,237.26 1,180,840.95 1,107,646.35 1,476,919.83
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -882,626.17 31,919.06 1,085,093.09 1,107,646.35 1,476,919.83
1,157,562.8 1,616,651.7 1,617,369.2 1,900,435.7
Tax (30%) -264,787.85 5 7 4 4
-
Profit and loss -617,838.32 1,125,643.79 -531,558.68 -509,722.89 -423,515.91

Payback period decrease in sales 50% (Year1-5)

~ 151 ~
 -40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and 1,140,970.8 1,976,215.5
loss -38,922.02 -109,588.42 506,789.49 5 0
3,000,000.0 3,000,000.0 5,000,000.0 3,000,000.0 5,000,000.0
Investment cost 0 0 0 0 0
- - - - -
Refund on capital 3,038,922.02 3,109,588.42 4,493,210.51 1,859,029.15 3,023,784.50

Profit and loss increase in sales 10% (year 1-5)

-40% Year1 Year2 Year3 Year4 Year5

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
cost of good sold          
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period increase in sales 10% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and
loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

Profit and loss increase in sales 20% (year 1-5)

~ 152 ~
 -40% Year1 Year2 Year3 Year4 Year5
Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
cost of good sold          
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period increase in sales 20% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and
loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

Profit and loss increase in sales 30% (year 1-5)

-40% Year1 Year2 Year3 Year4 Year5

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
cost of good sold          
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38

~ 153 ~
 Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period increase in sales 30% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and
loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

Profit and loss increase in sales 40% (year 1-5)

-40% Year1 Year2 Year3 Year4 Year5

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
cost of good sold          
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period increase in sales 40% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36

~ 154 ~
 Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and
loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

Profit and loss increase in sales 50% (year 1-5)

-40% Year1 Year2 Year3 Year4 Year5

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
cost of good sold          
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses       0  
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Interior decoration 624,000.00 624,000.00      
Pre-operating cost 42,000.00        
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
profit before interest and
tax -73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29

Payback period increase in sales 50% (Year 1-5)

-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and
loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

~ 155 ~
~ 156 ~
~1~