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It is important to recognize what makes up our intangible resources. we don't intend to just market and sell our product and services. The company emphasizes service and support to differentiate itself from more price-oriented computer companies. Our strategy will convey a sense of quality and satisfaction in every picture. we realize that. and (2) access at a cost they can afford.1. both for the home and business. we will concentrate in providing up-to-date hardware and software solutions as well as fast internet access and support. we need to be flexible and responsive. This business plan is prepared to obtain financing in the amount of $20. The public wants: (1) access to the methods of communication and volumes of information now available on the Internet. Our promotional strategy will involve traditional advertising. for us to prosper. public relations. Our marketing strategy will be based mainly on ensuring that clients know what need the service(s) is able to fulfill. and in which the customer's business objectives enjoy top priority. personal selling. and making the right service and information available to the right target client. We intend to provide the public with this access at our premises which will also offer sales and support of hardware and software. With the growing use of the internet and the demand for personal computers. but to provide customized services and products that will enable our clients to optimize their output and. management style.000. In a nutshell. . assist in the attainment of their goals and objectives. every promotion.0 Executive Summary Pontu Nete iCafe aims to provide efficient service and support to the growing need of the IT market in Zambia. We intend to implement a market penetration strategy that will ensure that our services are well known and respected in our respective industry. and direct marketing. to delight clients by providing them with what they want. These elements will differentiate us from our competitors and contribute towards the development of a sustainable competitive advantage. To be located in Woodlands. and to cover expenses in the first year of operations. when they want it. and before the competition can offer it. The company intends to achieve this through a solutions approach that is customer-centric. details of which are provided in the marketing section of this plan. corporate culture and commitment. such as our ability to relate to customers regarding their needs and wants. The financing is required to begin work on site preparation and modifications. Internet marketing. and every publication. equipment purchases.

Pontu Nete iCafe will provide communities with the ability to access the Internet and share Internet experiences in a comfortable environment. Affordable access to the resources of the Internet and other online services. and support. with maximum efficiency and reliability.1. software.2 Mission As the popularity of the Internet continues to grow at an exponential rate. Differentiate from box-pushing. service. This dictates that we have the latest technology. as trusted allies. hardware.3 Keys to Success The keys to the success of Pontu Nete iCafe are: • • • • • The creation of a unique. Excellence in fulfilling the promise: completely confidential. Provide IT Consultancy to businesses that require Software Development and/or web site design. software. Skill and depth of knowledge: Considering the nature of our services and their relative infancy on the market. The formation of an environment that will bring people with diverse interests and backgrounds together in a common forum. 1. innovative environment that will differentiate Pontu Nete iCafe internet cafe from other internet cafes. reliable.and charging for it. trustworthy expertise. efficient. ensuring we provide needs-based solutions. Timeous response to clients' orders: we cannot afford to delay our clients for whatever reason. price-oriented businesses by offering and delivering service and support -. reputation.1 Objectives Pontu Nete iCafe objectives for the first three years of operation include: • • • • • • The creation of a unique. 1. Smart business people who aren't computer hobbyists need to find quality vendors of reliable hardware. Provide professional and efficient computer hardware & software support. Educating the community on what the Internet has to offer. Pontu Nete iCafe plans to serve its clients as a trusted ally. We will make sure that our clients have what they need to run their businesses as well as possible. They need to use these quality vendors as they use their other professional service suppliers. as this will have a negative bearing on our image. upscale atmosphere that will differentiate Pontu Nete iCafe from other internet cafes. innovative. the skill and depth of knowledge of our personnel is . and future business. easy and affordable access is quickly becoming a necessity of life. providing them with the loyalty of a business partner and the economics of an outside vendor. and well-trained personnel so as to deliver this promise. and service(s) through the provision of an uncompromising service. We need to be continually communicating with the client.

As a computer reseller and software developer. This educational aspect will attract younger and elderly members of the community who are rapidly gaining interest in the unique resources that online communications have to offer.0 Company Summary Pontu Nete iCafe soon to be located at the New Shopping Mall in Woodlands will offer the community easy and affordable access to the Internet.1 Company Ownership Pontu Nete iCafe will be a Limited Company with Kapula Kambinda as the main shareholder and 3 other private shareholders. and the helpful staff that Pontu Nete iCafe provides. 2. and the communications equipment necessary to get its customers online. Usenet and other Internet applications such as Telnet and Gopher.2 Start-up Summary Pontu Nete iCafe start-up costs will cover site renovation and modification and capital to cover losses in the first year. The downtown location will provide business people with convenient access to their online needs. 2. will appeal to the audience that does not associate themselves with the computer age. The communications equipment necessary to provide customers with a high-speed connection to the Internet and the services it has to offer make up a large portion of the startup costs. The instructional Internet classes. Costs will also be designated for the purchase of a laser printer and a scanner.of utmost importance in determining the provision of the service(s) to the endusers. The company will appeal to individuals of all ages and backgrounds. These costs will include the computer terminals and all costs associated with their setup. JavaNet will provide full access to email. we aim to fill the market need for personal computers but emphasizing service and support to differentiate ourselves from more priceoriented competitors. .4 Risks The risks involved with starting Pontu Nete iCafe are: • • • • • Will there be a demand for the services offered by Pontu Nete iCafe in Woodlands? Will the popularity of the Internet continue to grow. FTP. or is the Internet a fad? Will individuals be willing to pay for the services Pontu Nete iCafe has to offer? Will the cost of accessing the Internet from home drop so significantly that there will not be a market for Internet Cafes such as Pontu Nete iCafe? Are small businesses willing to spend on professional IT support and infrastructure? 2. 1. WWW.

Computer Equipment (x15 + 1 svr) Printer/Scanner (x1) Marketing & Advertising Amount US$ 2 000.00 US$ 100.00 US$ 600. 2.00 US $ 9 500. capital will also be needed to have sufficient stock of computer hardware for opening the business.4 Start-up Assets needed (Breakdown) Requirement Stock of Hardware Cash at Bank Amount US$ 7 000.00 2. This site was chosen for various reasons.00 US$ 14 000. including: • • Proximity to the downtown business community. High visibility.00 2. 3.00 US$ 10 000. The renovation/modification cost estimate will include the costs associated with preparing the site for opening business.0 Products & Services .Additionally.5 Company Locations and Facilities A site has been chosen on Nkwazi Road. All of these qualities are consistent with the goal of providing a central hub of communication and socialization for the community.00 US$ 2 500.3 Start-up Requirements (Breakdown) Requirement Complete Renovation Legal Stationary & Tools.00 US$ 1 000.00 US$ 300. A single estimated figure will be allocated for this purpose.

and support. FTP. FTP. A place to enjoy the benefits of computing in a comfortable and well-kept environment.2 Competitive Comparison Pontu Nete iCafe will NOT be the first Internet cafe in Lusaka. Telnet. The computers.1 Products & Services Description Pontu Nete iCafe intends to provide the following services: 1. Access to Netscape or Internet Explorer browser. Pontu Nete iCafe will also provide its customers with access to introductory Internet and email classes. training. Printing. 3. scanning. Pontu Nete iCafe will build a client base familiar with its services. These classes will be held in the afternoon and late in the evening. By providing these classes. Pontu Nete iCafe will also provide customers with a unique and innovative environment for enjoying surfing the internet. 2. Some of the Internet and computing services available to Pontu Nete iCafe customers are listed below: • • • • • Access to external POP3 email accounts. Pontu Nete iCafe will also provide computer products and services to small. and classes wouldn't mean half as much if taken out of the environment Pontu Nete iCafe will provide. Access to popular software applications like Adobe PhotoShop and Microsoft Word. 4. The systems include both PC-based Land Area Networks (LAN) systems and minicomputer server-based systems. Access to laser and color printing. and other popular Internet utilities will be available. Usenet and other Internet applications such as Telnet and Gopher. WWW. and large businesses. 3. and introductory courses to the Internet will also be available to the customer. 3. We will also be focused on providing network systems and services to businesses. 3. Gopher.Pontu Nete iCafe will provide full access to email. Network Solutions Data Backup Solutions and Services Hardware Supply and Technical Support Training Pontu Nete iCafe will provide its customers with full access to the Internet and common computer software and hardware. Our services include design and installation of network systems. Internet access. Pontu Nete iCafe will differentiate itself from other internet cafes by providing its customers with Internet and computing services with a professional and efficient prospective.3 Fulfillment . medium.

3. we need to provide better knowledge of cross platform technologies. Installation services 5. One of the main attractions associated with Internet cafes.6 Future Products We must remain on top of the new technologies. Our own internal training 4. yet.1 Market Segmentation Pontu Nete iCafe’s customers can be divided into various groups.g. Finally. printer. 3. and is just waiting for the right opportunity to enter the online community.4 Technology Pontu Nete iCafe will invest in high-speed computers to provide its customers with a fast and efficient connection to the Internet. Custom software services 6. copier.0 Market Analysis Summary Pontu Nete iCafe is faced with competition. and voice mail as part of a computer system which can help companies communicate better internally. Also improve our understanding of direct-connect internet and related communications (e.Pontu Nete iCafe will obtain Internet access from ZAIN.5 Service and Support Our strategy hinges on providing excellent service and support. Training 2. The first group is familiar with the Internet and desire a progressive and comfortable environment where they can get out of their offices or bedrooms and enjoy a fast internet connection. . is the state of the art equipment available for use. This is critical. 4. although we have a good command of desktop publishing. because this is our bread and butter. For networking. VPN’s). The computers will be reliable and fun to work with. Pontu Nete iCafe will continue to upgrade and modify the systems to stay current with communications technology. 4. we are concerned about getting better at the integration of technologies that creates fax. Upgrade offers 3. We need to differentiate on service and support. 1. and to therefore deliver as well. yet the opportunity of consistent popularity with the internet is still breaking into the market in Zambia. Network configuration services 3. The second group is not familiar with the Internet.

Pontu Nete iCafe will seek to provide its customers with affordable Internet access in an innovative and supportive environment. In addition to these two broad categories. This extremely wide range of age is due to the fact that the Internet appeals to a variety of people. that has been witnessed worldwide.2 Competition and Buying Patterns Due to the nature of the Internet. 4. relaxed atmosphere where they can feel comfortable learning about and utilizing the current technologies. Those who have not yet experienced the Internet need a convenient. the target market can be divided into more specific market segments.3.3 Service Business Analysis The popularity of the Internet is growing exponentially. This may be 10 or 20 years down the road. We plan to do this by offering a complete service. is only the tip of the iceberg. . while others use PC’s for internet cafes. What we have found is that most of these businesses only concentrate on a selected portion of the industry. Pontu Nete iCafe plans to incorporate all the different faculties of the IT trade to differentiate itself from the competition. starting from IT consultancy to hardware/software acquisition. installation and maintenance.2 Target Market Segment Strategy We intend to cater to people who want a guided tour on their first spin around the Internet and to experienced users eager to indulge their passion for computers in a social setting.g.Target for internet users fall anywhere between the ages of 14 and 50. The potential growth of the Internet is enormous. The majority of these individuals are students and business people. Those who are familiar with the Internet are well aware of how fun and addictive surfing the Net can be. The target market covers a wide range of ages: from members of Generation X who grew up surrounded by computers. 4.1 Business Participants There are a number of businesses in Lusaka that use computers and computer related technologies as a primary source for generating income. there are no geographical boundaries restricting competition. e.2. to the point where one day. as well as fast Internet access from our premises.1 Market Needs The rapid growth of the Internet and online services. the online service provider market is sure to experience tremendous growth. to Baby Boomers who have come to the realization that people today cannot afford to ignore computers. but for the next five years. 4. a computer terminal with an online connection will be as common and necessary as a telephone.3. 4. some only deal in hardware. 4.

2 Attract Power Internet Users The second strategy will be focused on attracting power Internet users. The second. We plan on attracting these customers by: • Providing a novice friendly environment. The first strategy focuses on attracting novice Internet users. The third strategy focuses on building a social environment for our customers. Providing scanning and printing services. Power users tend to spend more time on the net and therefore will be our most targeted group This group of customers serves an important function at us. strategy focuses on pulling in power Internet users.. A social environment.1 Attract Novice Internet Users First strategy focuses on attracting novice Internet users.0 Strategy and Implementation Summary Internet Café There are three main strategies to target the market. an employee will always be available to assist. we hope to educate and train a loyal customer base. will serve to attract customers that wouldn't normally think about using the Internet. 5. These classes will be designed to help novice users familiarize themselves with these key tools and the computer systems. • A customer service desk will always be staffed. Power users have knowledge and web browsing experience that novice Internet users find attractive and exciting. Power Internet users are extremely familiar with the Internet and its offerings. • We will offer introductory classes on the Internet and email. plus also have a very fast broadband internet connection that will allow such users to take full advantage of features the internet has to offer. By providing a novice friendly environment. Once on location.0. 5. We will be staffed by knowledgeable employees focused on serving the customer's needs. To attract these type of users our café will have the latest pcs on the market running the latest operation system. that provides entertainment.3 Social Hub . Power Internet users provide an important function.5. these customers that come for the more standard entertainment offerings will realize the potential entertainment value the Internet can provide. If a customer has any type of question or concern. We plan on attracting this type of customer by: • • • Providing the latest in computing technology. 5.0.0. Providing access to powerful software applications. and most important.

installation. A social environment.00 • Networking (Site Survey) . Hardware. Therefore. networking support--all of this must be readily available and priced to sell and deliver revenue. The market can't bear the higher prices and the buyer feels ill-used when they see the same product priced lower at the chains. will serve to attract customers that wouldn't normally think about using the Internet. Our revenue structure has to match our cost structure. software Pontu Nete iCafe intends to win and maintain customers by providing products and services that add value. We cannot build the service and support revenue into the price of products. which can then generate revenue. some providers use a strategy with a combination of both pricing schemes. we must charge appropriately for the high-end. service. This is important to the successful implementation of our overall strategy. that provides entertainment. The following are some of the charges for services we will be offering: • PC Repair (Diagnosis) – K 150 000. so the salaries we pay to assure good service and support must be balanced by the revenue we charge.The third strategy focuses on building a social environment for our customers.2 Pricing Strategy Determining a fair market. • We are focusing advertising on several key media. high-quality service and support we offer. In addition. 5. the market doesn't support this concept. safety. hourly price for online use is more difficult because there is direct competition from other internet cafes. We intend to have a heavy personal selling component. Lowdown and handout flyers. • We intend to focus on delivering quality products and services that produce good referrals. and are supported by a well-trained professional team with excellent technical expertise.g. Training. e.00/hour + hardware costs . Once on location. The target customers will include key decision makers in business. Regarding the hardware.Free • Networking – K200 000. the aim being to obtain an initial order and fully satisfy the customer from then on. Consultancy. per minute cost will be implemented. supported by regular advertising we will always be active in our personal relationships with clients and strategic allies. Despite the logic behind this. who often order or recommend on behalf of the whole organization. • We intend to initially build image and awareness through consistency and distinctiveness in our product and service provision. these customers that came for the more standard entertainment offerings will realize the potential entertainment value the Internet can provide. Our marketing strategy emphasizes focus. newspapers. keeping abreast of their needs and wants. we must make sure that we deliver and charge for service and support. Therefore.

Total K 23.020. blackberry and laptops.00 K 2 500 000. Our monthly budget will include money for promotional prizes for the weekly draws like shopping vouchers from select stores like game.00 K 12.3 Promotion Strategy We will implement a pull strategy in order to build consumer awareness and demand. requires a simple organizational structure. Implementation of this organizational form calls for the shareholders to make all of the major management decisions in addition to monitoring all other business activities.0 Management Summary The company.520. talk-time and we will also have a grand monthly draw with the winner getting a prizes like Digital cameras.0 Important Assumptions .00 Initial Monthly Expenses • • • • Internet Connection Phone/Water/Lights Rent Salary Total K 1 000 000.00/alteration Internet café – K200/min 5.000 000.000. etc Hardware Sales (less cost of sales) PC Maintenance Web page Dev.4 Sales Forecast Initial Monthly Sales Forecast • • • • • Internet café & Photocopying.00 6. shoprite.500. We will implement a loyalty scheme whereby the most active users are signed up as members and pay less per minute of browsing. Consultancy & Application Dev. The billing software we will use allows us to conduct draws out of our most active users where they will stand a chance to win prizes. smartphones like the iphone. being small in nature. 7.00 K 1 000 000. movie tickets at Ster-Kinekor. 5.000.00 K 2 000 000.00 K 43.00 K 6 000 000.00 K 1 000 000.00 K 500 000. We believe the excitement such promotional activities will create will attract more users to become members and allow us to build a strong regular client base.• • • Web Page Development – From K150 000 upwards Web Page maintenance – K50 000.000.00 K 5.

The financial plan depends on important assumptions. if we intend to get the margin up or clients become difficult to attract.0 Contingency Planning We intend to watch our results very carefully. We assume a slow-growth economy. 8. We might be able to avoid straight competition with the other internet cafes and IT support companies by focusing more on our prime services and other services that may arise in the future. We may need to concentrate less on certain products and services than others. without major recession. The key underlying assumptions are: 1. . 2. We assume of course that there are no unforeseen changes in technology to make products immediately obsolete.