Confidential and Proprietary. Copyright © by Ngopi International Limited. All Right Reserved.

June 2019

Birama Gladini
Founder/CEO
• MSc of Enterprise System Management
from Birmingham City University
• Experienced SAP implementor
• Director of Ngopi International Limited
• Founder of 3K Coffee, Jakarta, Indonesia
• “Persistent is the key to success”
• Contact: +447428392224
• Birama.gladini@ngopi.co.uk
Meet The Team
Elmira Hamdi
Co-Founder/CFO
• MSc of Financial Management from
University of Birmingham
• Experienced Financial Analyst
• Director of Ngopi International Limited
• Co-Founder of 3K Coffee, Jakarta,
Indonesia
• “Tailored finance for growth”
• Contact: +447428398139
• Elmira.hamdi@ngopi.co.uk
Carissa Andhini
Marketing Communication Manager
• BSc of from University of Indonesia
• Postgraduate student in MSc of
Marketing Communication at
University of Birmingham
• Experienced PR & Marketing
• “Excellent products will go viral with
great marketing strategy”
• Contact: +447737582534
• Carissa.pranaya@ngopi.co.uk
Problem: No Indonesian-themed Cafe
or Coffee Shop in Birmingham, UK

1. There is no Indonesian-themed café or coffee shop in the

second biggest city in the UK.
• There are only a handful of Indonesian restaurants located
in London, UK but there is none in Birmingham, UK.
• High potential due to the substantial number of Indonesian
community living in Birmingham and surrounding areas.

2. Low recognition of Indonesian speciality coffee beans in the UK.

• Only a small variety, almost none, of Indonesian coffee is
sold at third wave independent coffee shops.
• Though Indonesia is the fourth largest coffee producer in
the world, it is difficult to find high quality speciality coffee
in the UK.
Solution: “NGOPI”
The only Indonesian
Independent Coffee Shop,
Microroastery & Green Bean
Provider in the UK

Indonesian Vibes

Located in Birmingham, UK
Ngopi definition

Ngopi is the casual word for “drinking

coffee” in Bahasa Indonesia.

It is a part of our daily life. It has now

become a lifestyle.

We drink coffee at home or in a coffee shop.

Our tagline is “Let’s Ngopi!”

 Mission Statement

“Bringing Indonesian Coffee to the world”

Staying true to our mission statement, to introduce Indonesian Coffee products and
culinary culture to the world. As our founder said:

“We are staying to our roots and offering a modern yet authentic Indonesian feast to
fill the void of dedicated Indonesian cafes or restaurants in the (UK) Midland”.

It is in that spirit, Ngopi will collaborate with any parties to promote the great
country of Indonesia, either through finished product (coffee beverages) or trading
activity (export & import) between Indonesia and the United Kingdom.
 Why Birmingham?

Largest and most populated British city outside London

Estimated population in 2017 of 1,137,100 people living in Birmingham

Second largest economy in the UK with a GDP of $121.1billion

Ethnically and culturally diverse city

300 Indonesian people pose as potential regular customers

Only 11 independent coffee shop competitors and 1 roaster in Birmingham City Centre area
 What we do

We make coffee We roast coffee beans

We sell roasted beans retail We provide Indonesian

& wholesale green bean (Export/Import)
 Our Birmingham Shop

Exterior
Interior
 Main Products

Munch

Coffee

Roasted Beans
 Events & Exposure

Birmingham Mail

London Coffee Festival 2019

(March, 2019) antaranews
Indonesia Coffee Day
(London, 2018)

United Kingdom Barista Birmingham Coffee Festival

Championship 2019 (Feb, Kumparan.com
2019)
(June, 2019)
 Competitive Analysis
Competitive Independent
Analysis Coffee Shops

Coffee Quality Speciality Non-speciality Non-speciality Speciality

Variants Various Various Various Limited

Price Affordable for Middle High Middle High High

speciality coffee
Delivery No No No No

Dine in Yes Yes Yes Yes

Franchise No Yes Yes No

Value for customers Unique, higher Fast, convenient Fast, convenient High quality products
quality products,
offer more hospitality
Brand Owner Indonesia USA UK UK
 Market Landscape
UK Coffee Industry UK Coffee Growth Coffee Trends Market Share

£7.9 billion Annual 10% Sales Growth 2.2 Billion of Coffee 32% Market Share for
Turnover in 2015 (Allegra World Coffee Cups per year in Coffee Independent Coffee Shops
(Allegra World Coffee Portal 2016) Shops (Allegra World Coffee Portal
Portal 2016) (Allegra World Coffee 2016)
Portal 2016) • 31% Branded Chain
• 37% Non-Specialist
(Greggs, Marks&Spencer,
Pret a Manger, Waitrose,
McDonalds, etc)
Target Market: 1% Coffee Connoisseur Market Share
 Business Model
1. Hospitality 2. Retail & Wholesale 3. Green Bean Provider

Café Roasted Beans Green Bean

• Customer experience • Focus on Indonesian speciality coffee • Retail
• Dine in/takeaway • In-house roasting • Export & Import
• Premium Packaging
• Retail & Wholesale
 Marketing Strategy

Networking
• Independent coffee
Brand Activities shops owners
• Coffee players
• Exhibition
• Local community
Distribution Chain • Trade Fair
• Independent
• Retail • Bazaar
Birmingham
Word of Mouth • E-commerce for • Events
• Broadcast roasted coffee beans
• Testimonial • Export/Import
• Share Link
• Social Media
 Growth Strategy

MARKETING & CUSTOMER PRODUCT EXPANSION

Export & Import
SALES SERVICE DEVELOPMENT Opening production
Acquiring customers Keeping customers Staying competitive warehouse
• Social media marketing • Highly-skilled and • Wide variety of • Exporting coffee from
promoting ambience dedicated barista. Indonesian roasted and Indonesia and importing
and high quality • Offer a more humble green bean. to the UK through Ngopi
products. and personal experience • Market research on International Limited.
• Volume/loyalty to each customer. flavored coffee • Open production
discounts for customers. • Engaged a conversation beverages. warehouse in
• Public cupping. with customer. • Distinct Indonesian Birmingham by Q4 2019.
• Sampling green bean & products. • Open 1 branch in
roasted beans to other London by Q4 2020
roastery. • Open 1 branch in Dubai
by Q4 2022
Financials
 Company’s Milestones

- Ngopi International Limited

Registered as a Limited Company with - First exhibition invited by
the Companies House with company Indonesian embassy in London
registration number 11027639. for Indonesia Coffee Day

Oct 2017 Nov 2018

Feb 2017 9 Jul 2018 28-31 March 2019

- One of the 20 people selected - Opened its door for - One of the 250 exhibitors at
to receive Tier 1 Graduate public for the first time. London Coffee Festival, the
Entrepreneur Visa endorsed by second biggest coffee festival
Birmingham City University. in the world.
 Current Traction
2018 Turnover 1. Ngopi International Limited registered with the Companies House on
£6,000.00 23 Oct 2017 with company registration number 11027639.
£5,000.00 2. Opened its door to the public on 9 July 2018.
£4,000.00 3. Fixed Asset as of 31 May 2018 £50,000
£3,000.00 4. AVG Monthly Turnover for the first 11 months is £4,130.
5. Now employing 2 Directors, 2 Full-Time Baristas, 1 Part-Time Barista,
£2,000.00
2 Part-Time Chefs
£1,000.00
6. The only Indonesian coffee shop in the UK
£0.00 7. Gaining popularity from local communities and Indonesian
Jul Aug Sep Oct Nov Dec
2018 Turnover £963.14 £2,728.2 £2,641.8 £3,053.1 £3,315.6 £5,258.1
community
8. Submitted application to the Food Standards Agency
9. Growing number of loyal customers
2019 Turnover 10. Broad customer demographic, youth and working age
£7,000.00 11. Partnership with PPI MIB (INDOSOC), PPI UK, KBRI London
£6,000.00 12. Partnership with local coffee organisation
£5,000.00
13. Covered by UK and Indonesian national media
£4,000.00
14. Indonesian Coffee Day Exhibitor on 22 Nov 2018
£3,000.00
15. Placed 5th for UKBC West Midlands heat using Indonesian Coffee
£2,000.00
16. London Coffee Festival Exhibitor 2019
£1,000.00
£0.00 17. Birmingham Coffee Festival Exhibitor 2019
Jan Feb Mar Apr May 18. Still running on 70% capacity due to lack of materials for wholesale
2019 Turnover £4,564.78 £4,629.71 £6,503.00 £6,661.09 £5,114.24 19. Need investment for growth and expansion
 Roadmap and Pipeline

Oct’17 Feb’18 Jul’18 Sep’19 Dec’20 Dec’22

Ngopi International Secured 5-year lease Opened doors to the Ongoing trading green Plan to open a second Plan to open a third
Limited Registered as at 56 Dale End, public on 9 July 2018. bean coffee through branch in high street branch in Dubai, UAE
a Limited Company Birmingham B4 7LS export & import London, UK and a
with the Companies with an option to activity. production warehouse
House with company extend. in West Midlands, UK.
registration number
11027639.
 Financials Target
Proforma Profit & Loss 2018 2019 2020 2021 2022 2023
Revenue Stream:
1. Coffee Shop 17,960 180,000 360,000 720,000 1,080,000 1,620,000
2. Roasted Beans 38,400 115,200 384,000 576,000 768,000
3. Green Bean 180,000 810,000 1,008,000 1,440,000 1,728,000
Total Revenue Stream 17,960 398,400 1,285,200 2,112,000 3,096,000 4,116,000

Net Sales 17,960 398,400 1,285,200 2,112,000 3,096,000 4,116,000

Cost of sales 5,388 111,552 334,152 506,880 681,120 823,200
Gross Profit 12,572 286,848 951,048 1,605,120 2,414,880 3,292,800
Gross Profit Margin 70% 72% 74% 76% 78% 80%
Operating Expenses -36,000 -172,109 -570,629 -963,072 -1,448,928 -1,975,680
Operating Profit/Loss -23,428 114,739 380,419 642,048 965,952 1,317,120
Operating Profit Margin -130% 29% 30% 30% 31% 32%
Other Income/Expenses - -34,422 -114,126 -192,614 -289,786 -395,136
Net Profit/Loss -23,428 80,317 266,293 449,434 676,166 921,984
Net Profit Margin -130% 20% 21% 21% 22% 22%

Investment 200,000 2,000,000 5,000,000

Return on Investment (ROI) -11.71% 4.02% 13.31% 22.47% 9.66% 13.17%

Notes: 2018 figures are half year figures only since we opened on July 2018
 Investment
£200,000 Integrated Marketing
100%
• Bootstrapped stage has been completed through family £50,000
and friends by 2017. We have raised around £200,000
for R&D, start-up expenses, building & renovation, first
months working capital. Scale Up Business & Production
£250,000
0%
£2,000,000
• Seed capital needed to nationally scale up business &
production, export & import activity, marketing, raw Raw Materials
materials, operation, production warehouse and open a
new branch in London, UK.
£200,000
0% £5,000,000 Operational
• Series A needed to globally scale up business and
production, marketing, raw materials, operation and
£500,000
open a new branch in Dubai, UAE.
Production Warehouse &
Branches
Equity Share 40%
Special Offer for Supporting Investor £1,000,000
Equity
 Equity Split
Questions Bama Mira Andika Tommy
1. How many startups each of the founders has founded before? 1 1 0 1
2. What was the biggest achievement of each of the founder with their prior startups? Had sales/significant traffic Had sales/significant traffic N/A Had sales/significant traffic

3. Who of the first-time founders had an experience of working in a startup Yes Yes None Yes
environment before?
4. Who of the founders has ever participated in an accelerator program? None None None None
5. Who came up with the original idea for this startup? Yes Yes No No
6. What is the position of each of the founders with the startup? CEO CFO Other Other
7. If the founder works full-time on the project, what he/she had to give up for this? Left another startup Left another startup Didn’t work full time Didn’t work full-time

8. Who of the founders works part-time, but will join full-time once your startup gets None None None None
funding?
9. Who of the founders reaches out and pitches the investors? Yes Yes No No
10. Who of the founders is a subject-matter expert (had an experience of working in Yes Yes No No
the same industry/ field as the current startup)?
11. Calculate all monetary contributions each of the founders has made to the startup IDR 1,000,000,000 IDR 1.500,000,000 IDR 500,000,000 IDR 1,000,000,000
(use the same currency for all founders)
12. For each of the founders, give an estimation of how much they should be paid per IDR 162,000 IDR 162,000 IDR 0 IDR 0
hour of work for the startup (use the same currency for all founders)
13. Calculate the number of hours each of the founders spent working on this project 2,016 hours (9 months) 2,016 hours (9 months) 1,008 hours (4.5 months) 0 hours
(e.g. average number of hours worked per week x number of weeks worked)
 Current Equity Split
Tommy, Andika,
Weight Bama Mira Andika Tommy
10% 7.73%
Idea 4 7 4 0 0
Business Plan 4 3 8 0 0
Bama, Domain & Expertise 5 8 7 2 3
42.62% Commitment & Risk 7 10 9 3 4
Responsibilities 6 10 8.2 1.2 1
Mira,
39.65% Bama Mira Andika Tommy
Idea 28 16 0 0
Business Plan 12 32 0 0
Based on the previous factors, we Domain & Expertise 40 35 10 15

calculate a fair suggestion for equity split Commitment & Risk 70 63 21 28

between the active investors (who also Responsibilities 60 49.2 7.2 6

work full time for the project) and passive Total Points 210 195.2 38.2 49

investors (who do not work full-time for % of Total 42.62% 39.65% 7.73% 10.0%
the project).
Business Valuation
 Entry Cost
Description Unit # Total Price Non-depreciable Assets:
Start-up Expenses: Hario V60 Ceramic Dripper Unit 2 £40
Tier 1 Graduate Entrepreneur Visa Unit 3 £7,296 Clever Dripper Unit 1 £20
Flight tickets JKT-BHX Unit 3 £2,167 Aeropress Unit 1 £30
Legal (Solicitor) Unit 1 £1,670 Suki Tea Pot Unit 4 £100
License (Employment, F&B, HSE) Unit 1 £3,500 Bonavita Water Boiler Unit 1 £85
Rent (incl. business rate, service charge, VAT) Unit 1 £34,959 Filter Paper Unit 3 £18
Architect Fee Unit 1 £4,800 Scale (Acaia Pearl) Unit 1 £150
Design & Renovation Unit 1 £55,054 Milk Jug Unit 4 £100
F&B Consultant Fees Unit 1 £2,000 Knock Box Unit 1 £60
Mural & Branding Unit 1 £770 Brush Unit 3 £60
Insurance Unit 1 £695 Total Non-depreciable Assets £663
Internet Unit 1 £200
Marketing Unit 1 £500 Roasting Area:
Total Start-up Expenses £114,111 Assorted buckets, labels, bags, labels, and hooks Set 100 £500
Total Roasting Area £500
Start-up Assets:
Depreciable Assets:
Slayer Steam 2 Group Unit 1 £12,120
Mahlkonig Grinder K30 Peak Unit 1 £2,640
Mazzer Super Jolly Electronic Unit 1 £744
Baratza Sette Unit 1 £500
Froco Roaster 1Kg Unit 1 £8,550
Water Filter Unit 1 £540
Ice Maker Machine Unit 1 £212
Total Depreciable Assets £25,306
 Entry Cost
Food service equipment: Serving Area Equipment:
Chest Freezer 100L Unit 1 £169 Cappuccino Cups (Loveramics) Set 10 £82
Chest Freezer Unit 1 £170 Flat White Cups (Loveramics) Set 10 £97
Deep Fryer Twin Unit 1 £50 Espresso Cups (Loveramics) Set 6 £25
Electric Cooker Unit 1 £350 Manual Brew glass (Hario Decanter) Unit 6 £72
Microwave Unit 1 £50 Vin Carafe Unit 24 £21
Fridge Freezer Unit 1 £220 Piccolo glasses (Duralex) Unit 24 £25
Dishwasher Unit 1 £180 Latte Glasses (Duralex) Unit 18 £22
Steaming pitcher cleanser medium Unit 1 £100 Iced glasses (Duralex) Unit 12 £26
Undercounter Fridge Unit 2 £278 Wooden Tray Unit 24 £107
Exhaust set kitchen Unit 1 £100 Bamboo Tray Unit 12 £26
Crockery set Set 4 £400 Total Serving Area Equipment £504
Kitchenware Set 10 £120
Total Food Service Equipment £2,326 Store Area Equipment:
Cash Register (POS System) Unit 1 £905
Storage Hardware: EDC Machines Unit 1 £30
Utensil rack Unit 1 £15 Phone Unit 1 £20
Shelves Unit 2 £50 File cabinets Unit 1 £50
Coffee Display (Jar) Unit 6 £90 Wifi router Unit 1 £80
Food Display Unit 1 £200 Cleaning tools Set 1 £200
Trash bins Unit 4 £60 Total Store Area Equipment £1,285
Total Storage Hardware £415
 Entry Cost
Start-up Inventory
Green beans (Indonesia) Kg 1,000 £7,500
Green beans (Others) Kg - -
To go cups Piece 1,840 £875
Retail supplies (napkins, to go cups, bag, straw) Pack 100 £400
Coffee beans (for sale with packaging) 250g pack - -
Total Start-up Inventory £8,775

Working Capital £46,115

GRAND TOTAL START-UP EXPENSES £200,000

 Company Valuation
Key Drivers 2018 2019 2020 2021 2022 2023 FCFF Calculation 2018 2019 2020 2021 2022 2023
Growth Rate 10% 10% 10% 10% 10%
Growth beyond forecast rate 5% Sales 35,920 180,000 198,000 217,800 239,580 263,538
Tax rate UK 20%
EBITDA 54,000 59,400 65,340 71,874 79,061
Cost of Debt 20.00% Less: Depreciation (5,061) (5,061) (5,061) (5,061) (5,061)
Total Debt 110,122 EBIT 59,061 64,461 70,401 76,935 84,123
Interest Expense 22,024 Less: Taxes on EBIT (11,812) (12,892) (14,080) (15,387) (16,825)
Income taxes - EBIT (1-t) 47,249 51,569 56,321 61,548 67,298
Plus: Depreciation 5,061 5,061 5,061 5,061 5,061
Cost of Equity 5.20% Less: Capital Expenditure 31,000 (34,100) (37,510) (41,261) (45,387) (49,926)
Rf 2.00%
Less: Change in Working Capital 86.30% 124,345 15,535 17,088 18,797 20,676
Rm 4.00%
Beta 0.800
Free Cash Flow to the Firm 142,556 34,655 37,209 40,019 43,110

WACC 11.75% Present Value of FCFF 127,993 27,936 26,931 26,006 28,015
Total book value of debt 110,122 44.22%
Total MVA of equity 138,889 55.78% Terminal Value Calculation
249,011 Growth beyond forecast period 5%
FCFF (n+1) 45,266
Terminal Value 671,088
Pv of Terminal Value 385,156

Equity Value
PV of FCF 236,881
According to the Discounted Cash Flow PV of terminal Value 385,156
valuation, Ngopi’s Net Asset Equity Value is Total Entity Value 622,037
Less Debt 31 Mar 2019 110,122
£511,915 based on current company’s free Net Asset Equity Value 511,915
cash flow valuation.
Raising Capital
 Seed Capital Round 1
Pre vs Post Money Valuation
Pre Money Series X Post Money
Current Business Value 511,915 511,915
Cash 270,270 270,270
Debt -
Equity Value 511,915 782,185
For this first round of seed
Shares Outstanding 138,889 61,671 200,560 capital, we are looking to
Share Price £ 3.69 £ 3.90 raise IDR 5 billion or
equivalent to GBP 270,270
Founders Shares - Birama 59,194 59,194
Founders Shares - Elmira 55,069 55,069
(with exchange rate of 1 GBP
Founders Shares - Andika 10,736 10,736 = 18,500 IDR) and will let go
Founders Shares - Tommy 13,889 13,889 of 30.7% equity share to new
New Investor Shares 61,671
Total Outstanding Shares 138,888 200,559 supporting potential
investor.
Founders % Ownership - Birama 42.6% 29.5%
Founders % Ownership -Elmira 39.6% 27.5%
Founders % Ownership - Andika 7.7% 5.4%
Founders % Ownership - Tommy 10.0% 6.9%
New Investor % Ownership 30.7%
Total % Ownership 100.0% 100.0%
 Contact Us:
Ngopi International Limited
56 Dale End, Birmingham B4 7LS
West Midlands, United Kingdom

Contact:
Elmira Hamdi +447428398139
Email: elmira.hamdi@ngopi.co.uk

www.ngopi.co.uk