FASAHA CAFÉ

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 FASAHA CAFÉ

Executive Summary
Fasaha Café is a Bistro/Café/Bookstore and Art Gallery located in the U.Rimi/Sariki area of
Kaduna Metropolis. The Bistro features a full menu of moderately priced “comfort” food
influenced by native Nigerian cooking traditions. The Café section features a coffeehouse with a
dessert bar indoor and outdoor sitting and space for events and live performances. The Bookstore
features a wide range of Afrocentric Literature primarily by Authors of African descent. The
Café also features a gallery space for Art Exhibitions and finally a Co-Working Space.

Fasaha Café will be owned and operated by Fasaha Republic Ltd., a limited liability company
managed by Joseph O. Ike, with requisite experience and networks to profitably operate and
grow the Café to become a world class destination for discerning customers. The Proposed
Shareholders of the company shall be

This Business Plan summary offers you an opportunity to review our vision and strategic focus.
It also provides a summary of the steps needed for the business start-up, establishing favorable
sales numbers, gross margin and profitability.

This plan also includes a summary of the company’s products and services, market focus, action
plans and forecasts, management team and financial Plan

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

The Company

Fasaha Republic Ltd. Is set to be a private limited liability Company that will wholly own the
Fasaha Café Brand, the Company will be owned wholly by the Proposed Shareholder (In line
with the Shareholders agreement attached to this document)

Competitive Comparison

Fasaha Café is a novel idea in its integrated approach to service sector offerings, which provides
one of the Cafes competitive advantages. However, Fasaha Cafes closest competitors (relative
to location) are Midway (formerly French Café), Habil Café, 9 Star Bistro, and Not Just
Burgers. Midway Restaurant integrates a full service restaurant and bakery services offering
more continental meal options at significantly higher prices than our target price range. Habil
Café offers a Breakfast Café Menu, at a small location capable of seating no more than 20
customers at a time. 9 Star Bistro, is more of a fast food service restaurant than a bistro. None of
these establishments features a traditional coffeehouse atmosphere, or a bookstore, shared
working space or gallery locations. Relative to the location of these establishments, Fasaha Café
is set to be strategically located straddling a thriving business district and upscale and
developing residential areas. Our location would even allow patrons from all these other
establishments to finish their visit there with a visit to Fasaha Cafe

Sourcing

Fasaha Café will buy from a select group of suppliers and distributors. Direct Sales relationships
will be established with fresh produce, meat, poultry and seafood distributors based in Kaduna
Negotiations are already underway to establish direct relationships with high-end baked goods
and confectionary suppliers, publishing houses and creative arts managers and curators across
the country. The cafe will receive substantial discounts from artists and artisans participating in
the manufacture of signature pieces of dinnerware, furniture, lighting, and sculpture to be
featured at the Cafe.

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

Technology

The unique Brand logo for the Café will be trademarked upon completion and this protected by
federal trademark laws. All of our menu creations will not necessarily have the same protections,
however, when possible, popular "trade-names" will be protected. The business of The Café is
not dependent upon process technology or patentable inventions.

Future Products

While The Cafe will initially focus upon the dining, coffeehouse, Bookstore, Co-Working Space,
Gallery and entertainment functions located on the immediate grounds of the establishment,
future expansion efforts will focus upon providing full-scale event catering, theater production
space and other Cultural development business opportunities that may arise

Objectives
1. Sales approaching and surpassing N60, 000,000 by the end of the first year.
2. Targeting and maintaining a net profit of at least 60% by the second year.
3. To cultivate monthly sales to reach N4,000,000 by the end of the fourth month of
operation, and N5,500,000 monthly by the end of the first year of operation.

Keys to Success
The keys to success in this business are:

 Product quality: Food, coffee-based beverages, art and service spaces are our products.
They must be of the high quality and value.
 Service: Our patrons are paying to have a good time. Their experience will suffer if
service is not of the highest caliber. Each member of the staff will be courteous, efficient,
and attentive.
 Marketing: We will need to target our audience early and often. While the business is
located in a central and accessible location, many people in the neighborhood will need to
be introduced to the Cafe.
 Management: We will need to have a firm grasp on food, beverage, and labor costs. The
dining/entertainment/coffeehouse experience must be delivered in a fashion that will not

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

only inspire repeat business, but encourage word-of-mouth recommendations to others.

Proper inventory, employee management, and quality control is key.

Mission
The Fasaha Republic Concept is built upon the blending African Creative Arts and “Arewa”
inspired cultural themes into unique experiences around build around casual dining, coffee
houses and event spaces. Located in the U.Rimi/U.Sarki area of Kaduna Metropolis, the Fasaha
Café will provide high quality food, coffee based products, literature and arts and cozy work
spaces to the thousands of residents, workers and visitors in the Kaduna Metropolitan area.

The establishment will provide a "complete, high-quality" experience for those searching for
something that is rapidly becoming popular among the ever growing Kaduna market. Not only
will patrons be able to dine on "comfort" food based upon time honored, nostalgic traditional
recipe, they will also have the option of enjoying their coffee and desserts in the patio area over a
relaxed game of Ludo with friends, or pouring over our extensive collection of Afrocentric
Literature and magazine offerings in the Bookstore. Patrons will also have a trusted location to
be introduced to exquisite works of art that tell our cultural stories in our voice. And for those
who wish to be productive in today’s distance working environment, our shared working space
provides the ideal location for e-meetings, or other work related activities needed by Patrons..

The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet casual dining
and/or coffeehouse experience for the many Kaduna residents and visitors who frequent the city's
casual dining spots and entertainment venues. It will be an affordable venture for patrons, one
that will encourage them to return on many occasions. The menu will feature hearty fare of the
type that is frequently out of the reach of the typical young professional...out of reach because
time frequently prevents her/him from cooking hearty meals like those featured on our menu.
Finally, and quite significantly, The Fasaha Café will provide a much needed space to explore
and be a part of the celebration of African inspired Creative arts and to develop and amplify
“Arewa” culturally inspired creativity to the world.

Strategy and Implementation Summary

Fasaha Cafes strategy is based upon targeting and serving:

 The upscale and upwardly mobile professional Kaduna Metro in town resident. This
urban professional works long hours and has relatively little time to cook at home. She/he

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

has an active social life and spends a substantial amount of disposable income
maintaining it.
 The growing Expatriate community in Kaduna Metropolis
 The upscale and upwardly mobile Kaduna Metro in town resident who yearns for creative
art spaces similar to those available in Abuja & Lagos, that have become less available
given the dramatic decline of business travels and shift in lifestyle occasioned by the
COVID pandemic
 The growing young professionals, particularly tech-based startup employees and
entrepreneurs that require a workspace without the need for an office space
 The many downtown businesses which regularly use restaurant dining as a function of
conducting business.
 The tourist and convention populations centered in Kaduna.

Competitive Edge
Fasaha Cafe maintains a competitive edge in several significant areas:

 The facility's location puts it into close proximity to substantial populations of affluent
Kaduna Metro residents.
 The facility’s construction will easily allow for flexible
dining/coffeehouse/bookstore/gallery and entertainment options making it attractive to
numerous populations.
 Fasaha Café’s shareholders through their business and community activities, maintain an
active and substantial network of professionals, businesses and target population
individuals in and around the Kaduna Metropolitan area.

Value Proposition
We think our value proposition is quite clear and quite easily distinguished from most others in
the market. We offer affordable and accessible menu items and entertainment as measured by
their inherently natural value, at an affordable price that will encourage regular visits.

Sales Strategy
The first category of our sales strategy is to establish and maintain a position with our primary
constituents: The upscale and upwardly mobile professional Kaduna Metro in town resident. We

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

will depend upon keeping these people happy with our Books, food and beverage products and
entertainment options.

Our second strategy is to target sales to surrounding businesses (particularly banks and
government MDAs) for regular business lunch and dinner entertaining.

Our third strategy is to target businesses and individuals and social groups (or facilitate the
creation of such groups where possible) to create a “private function/party” for their regular
meetings – for example, Café Book Club, Kaduna Art League, Kaduna Horticultural Society, etc.

Our Fourth, will target tech-businesses and startups directly or through meeting spaces like the
Kaduna Business School, KADIPA etc.

Sales Forecast

Our sales forecast accounts for change in cost of prices, which is a reasonable assumption for the
last few years.

We are expecting to increase sales from N61, 200,000 (Sixty One Million Two Hundred
Thousand Naira) at the end of 2021, to N67, 320,000 by the end of 2022. The growth forecast is
in line with the restaurants in the area and is tied to the projected increase in population of the
immediate area.

The combined sales figures (across all sale items for the restaurant and coffee shop) presume an
average of 0.6 "turns" per day for a 50 seat dining Capacity with an average tab of N4000 and 15
walk in/order out with the same average tab; 20 books sold per month with an average tab of N5,
000 and an average of 0.5 turns per day for the 10 seat co-working space with an average tab of
N2, 500. The business will be open an average of 26 days per month.

The projections intentionally do not factor in increases in holiday traffic bump and special events
which may occur during the course of the year to reflect a more modest approach to projections

Marketing Strategy
The most important element of our marketing strategy is the delivery of a quality product. Our
space, food, beverage, books, and entertainment products must first sell themselves through word
of mouth.

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

Next, the packaging of Fasaha Café and external messages have to fit our positioning. We offer
an upscale feel without a required "pinch" in your wallet. We then communicate this through the
free weekly media, radio advertising on particular lifestyle oriented shows.

Sales Programs

Specific Sales Programs:

 Special Event Sales: Develop opportunities to sell to companies for private parties and
special events. The specific responsibility is with the shareholders, and business
Manager.
 Creative Arts and Lifestyle Related Special Events: Develop relationships with artists
and managers in the area to feature artists rising in popularity, through live performances,
exhibitions, and events

Pricing Strategy
Our food, drinks, and entertainment options are priced to give us an attractive margin while at
the same time offering value to the consumer. We want repeat business. We also want the
experience to remain fresh. Therein lies why the food, beverages, and musical/entertainment
programming will be relatively flexible.

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

Management Summary
Fasaha Café is owned by a limited liability corporation Fasaha Republic Ltd. Including Joseph
O. Ike and Partners/Shareholders. Mr. Ike will also operate as general manager/managing
partner. Crucial employees include an additional manager who will assist in maintaining and
reviewing operations of the restaurant, Café, books and the entertainment venue/bar, and a chef
who will manage kitchen operations.

Additionally, an assistant manager/senior server and a sous-chef/line cook will perform

secondary management functions.

Part-time personnel will be hired to handle bartending, serving, and dishwashing functions.

Organizational Structure

Fasaha Café is owned by Fasaha Republic Ltd, with shareholders including Joseph O. Ike who
will also operate as general manager/managing partner.

An additional manager (to be hired) will assist in maintaining and reviewing operations of the
facility.

A chef (to be hired) will manage kitchen operations and be crucial to maintaining food inventory
stability and assistance in menu development.

An assistant manager/senior server (to be hired) who will be a salaried employee, will provide
regular table service as well as assistance to the manager and the general manager.

Additional personnel will be hired to handle bartending, serving, and dishwashing functions.

The marketing, and accounting function will be handled by independent contractors/consultants.

Personnel Plan
The personnel plan calls for hiring 11 full-time salaried employees at start-up. Any additional
hires will be part time and devoted to the expansion of any catering function, as well as increased
capacity/operation of a private party function.

Employee salaries are as follows:

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
 FASAHA CAFÉ

Position Salary

Owner/General Manager

Asst Manager N80,000

Chef N35,000

Café Assistants (x4) N30,000

Bookstore Assistants (x2) N30,000

Cleaners (x2) N20,000

Security (x2) N20,000

Financial Plan
We want to finance growth mainly through cash flow. We recognize that this means we will
have to grow more slowly than we might like.

The most important indicator in our case is inventory turnover. We have to make sure that food
inventory turnover stays at approximately four turns per month, or we risk loss through spoilage.

We do not want to let our average collection days get above 45 under any circumstances. This
could cause a serious problem with cash flow, because our working capital situation is tight.
Most credit sales will be via credit and debit cards. We do have plans to initiate direct billing for
law firms and other businesses conducting regular visits.

We must target a net profit of 14% at the least, and hold marketing costs to no more than one to
three percent of gross sales.

Important Assumptions
The financial plan depends on important assumptions, most of which are shown in the following
table. The key underlying assumptions are:

 We assume a slow-growth economy, without major recession.

 We assume of course that there are no unforeseen changes in technology to make
equipment immediately obsolete.

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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
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 We assume access to equity capital and financing sufficient to maintain our financial plan
as shown in the table

CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret

information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret
information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.