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BeauTea

~Rediscover the Goodness in Life~
Ong Wei Ling Selina Tong Kan Yi Ling Michelle Ting Yew Xiao Qian Grace Teo

Content
• • • • • • • • • • • History of tea Interesting facts about tea Business idea Business name Nature of business venture Product, market and financial evaluation Business registration and licences Macro environmental factors and trends Target audience Survey results and findings Conclusion

Tea History
• In 2700 B.C. Emperor Shen Nung, scholar and herbalist, discovered the magic of tea while sipping hot water under a wild tea tree. As he sat, a drift of leaves floated into his cup from above. He sipped, he thought and he discovered, much like the tea drinkers of today.

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Did you know that tea… • • • • • • Reduces chances of heart disease Promotes fertility Cures puffy eyes Helps remove food odours Prevents tooth decay and bad breath Soothe burns and sunburns .

With side orders • Primary target audience .Free card games • Tea Gift corner – Variety of teas packaged as gift in an exquisite tea box .Floral.male 25 to 35 • Homely atmosphere .Magazine corner for leisure reading .Mat and cushions instead of all chairs .Business Idea • Tea café .female 20 to 35 Secondary target audience . fruit and herbal teas .Cosy ambience and friendly service .

Business name • BeauTea – Rediscover the Goodness in Life • Play on the word ‘beauty’ • To associate our target audience with beauty (BeauTea) .

Nature of business venture • Partnership • Profits will be shared equally .

Product evaluation (1) The need for our product/service • Singaporeans lead a stressful lifestyle • BeauTea provides soothing atmosphere • Increasing demand • Herbal and fruit teas are gaining popularity Values that our product offers • Wide variety • Health benefits Our Unique Selling Point • Position BeauTea as a place like home • Quiet and comfortable ambience etc .

Product evaluation (2) Is it the right time to launch our product? • No dominant tea place • Positive response based on surveys • Increasing trend .people becoming more health-conscious .

Market evaluation Tea market: • • • • Teas containing fruit juices have been gaining popularity Floral flavourings in tea become increasingly popular Herbal and fruit teas predicted to have most growth Trends – People more health conscious Conclusion : • High possibility of a growing market for tea • Confident that market that we are venturing into will be big .

Our competitors • • • • • • The Tea Party Essential Brew Tea Café & Restaurant Tea Bone Zen Mind Wacha The Coffee Bean & Tea Leaf Story of Floral Tea (SOFT) .

Our competitive advantage • Deliver superior service to our customers • Send all employees and all the partners for training • Service crew will be trained on how to provide the best customer service .

Customers’ response Attracted to the cosy ambience and the high quality of the tea that we offer Attracted to the wide variety of tea. the health benefits and the service provided Word-of-mouth is likely to take place o A place where they can sit down to relax o Bond and catch up with each other through playing games o Like to gather in groups and chit-chat More knowledgeable about drinking tea and the health benefits - - Inform their friends about the health benefits of drinking tea o Persuade / Influence people around them to start drinking tea .

Alternatives / Substitutes • • • • • • The Coffee Bean & Tea Leaf Coffee Bubble Tea Soft drinks Tea Bags Instant tea available in Supermarkets .

Competitors’ Response • Create new unique selling points • Retain and attract customers • Have promotions • Combo set and/or • Lower the price • Advertisements (Brochures / Pamphlets) • Remind customers • Create awareness .

Shop rental Employees Utilities .Financial Evaluation Start-up cost: • Estimated to be about S$350. kitchen equipment.000 • Include expenditure on: – – – – – – – – Importing tea leaves Marketing costs Tea sets and cutleries from supplier Shop decoration Furniture. etc.

Financial Evaluation Risks involved: • Market conditions • Needs and/or wants might change • Unable to adapt quick enough • Making losses • Little awareness of our tea place .

Business registration and licences • Partners must consent to the online transaction and pay a registration fee of $65 Licences • • • • Food shop licence Halal eating establishment scheme CPF employer registration Advertisement licence .

• More health conscious • Demand better quality of products and services • Female consumers’ segment is a potential market . education and health services.Macro environmental factors & trends Social: • Increasing wealth • Increase in the demand for recreational.

Meet the needs of Chinese .Halal food in BeauTea • Tea is important in Chinese culture .Macro environmental factors & trends Cultural: • Singapore has a mixed population • Singapore Malay Muslims have more spending power .

Macro environmental factors & trends Economical: • • • • • Receiving more income Opportunity to break into the market Singaporeans will have greater spending power BeauTea does not receive any outsiders’ funding Must be aware of consumers’ behaviour to the cost .

drying or firing • Special tea processing with technology • Most important is to ensure the tea quality . roll-breaking. oxidation.Macro environmental factors & trends Technological: • Many technological aspects are incorporated • Tea processing has become more efficient today . rolling.Withering.

and their user status will be regular .Target audience Primary target audience Demographic segmentation: • Women aged 20-35 • Career women who earn more money. will have more disposable income Psychographic segmentation: • Busy career lives • Interested in the aesthetic part of life • Being women. they value friendships • More health conscious Behaviouristic segmentation: • Experimental • Make decisions based on emotions • Loyal to our brand.

Target audience Secondary target audience Demographic segmentation: • Men aged 25-35 • Working adults who have disposable income Psychographic segmentation: • More than 75% of this target audience like to drink tea • Health conscious • Value leisure time Behaviouristic segmentation: • Generous in spending money on products based on its perceived values .

35 20 .35 Females Males .29 30 .24 25 .24 25 .29 30 .Survey results and findings • Question: Do you like to drink tea? • 98% of female and 80% of male surveyed drink tea 20 18 16 14 12 10 8 6 4 2 0 YES NO 18 16 14 12 10 8 6 4 2 0 YES NO 20 .

24 25 .35 Females Males .35 14 12 10 8 6 4 2 0 YES NO 20 .Survey results and findings • Question: Do you know the health benefits of drinking tea? • 78% of females and 62% of males know the health benefits of tea 18 16 14 12 10 8 6 4 2 0 YES NO 20 .29 30 .24 25 .29 30 .

29 30 .35 Females Males .24 25 . 12 10 8 6 4 2 0 Most Some Rarely Never 20 .35 10 9 8 7 6 5 4 3 2 1 0 Most Some Rarely Never 20 .29 30 .24 25 .Survey results and findings • Question: How often do you patronise a tea café? • 57% of females and 42% of males patronise tea cafes ‘most of the time’ and ‘sometimes’.

24 25 .35 12 10 8 6 4 2 0 SA A N D SD 20 .35 Females Males . • 70% of females and 63% of males ‘strongly agree’ or ‘agree’ that they are health conscious.Survey results and findings • Question: I consider myself to be health conscious.29 30 .24 25 .29 30 . 14 12 10 8 6 4 2 0 SA A N D SD 20 .

• 47% of females ‘strongly agree’ or ‘agree that they drink tea for health benefits while 35% of females are neutral.35 14 12 10 8 6 4 2 0 SA A N D SD 20 .24 25 .29 30 .29 30 .35 Females Males .24 25 . 25% of males ‘strongly agree’ or ‘agree that they drink tea for health benefits while 57% of males are neutral 9 8 7 6 5 4 3 2 1 0 SA A N D SD 20 .Survey results and findings • Question: I drink tea because of its health benefits.

24 25 . fruit and herbal tea.35 14 12 10 8 6 4 2 0 SA A N D SD 20 . 14 12 10 8 6 4 2 0 SA A N D SD 20 .35 Females Males .29 30 .29 30 .Survey results and findings • Question: I would patronise a tea café which sells floral.24 25 . • 70% of females and 55% of males ‘strongly agree’ or ‘agree’ that they would patronise our café.

Conclusion • • • • • No key player in industry Use this advantage to penetrate into market Our personal service and homely ambience Provide an intangible experience More value and will enable customers to remember BeauTea better • Concept of BeauTea can capture a substantial market share and be in customers’ evoked set .

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