Mikrokosmos

SHINE, COFFEE & SMILE

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 MIKROKOSMOS
Problem
• People near the University of Delhi need not just coffee and tea, or pastries and snacks, but also a place to meet comfortably, have a
group discussion, or just sit quietly, work, and read. That is available now near the University of Delhi campus, but too crowded
too often, and not the right combination of factors for everybody.
Solution
• Mikrokosmos Café is determined to become a daily necessity for local coffee addicts, a place to dream of as you try to escape the
daily stresses of life and just a comfortable place to meet your friends or to read a book, all in one.
Market
• Mikrokosmos will focus its marketing activities on reaching the University students and faculty, people working in offices located
close to the coffee bar and on sophisticated teenagers. Our market research shows that these are the customer groups that are most
likely to buy gourmet coffee products. Since gourmet coffee consumption is universal across different income categories and
mostly depends on the level of higher education, proximity to the University of Delhi campus will provide access to the targeted
customer audience.
Competition
• Direct competitors will be other coffee bars located near the University of Delhi campus. T
Why Us?
• Great coffee, pastries, additional options for tea etc, very welcoming atmosphere, good wireless, desk space, comfortable chairs and
tables, good pastries, a location close to the university campus.

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 Table of Contents

01 Section 1: Executive Summary 05 Section 5: Ownership and

Management Plan
02 Section 2: Business/Industry
Overview 06 Section 6: Operating Plan

03 Section 3: Market Analysis And The 07 Section 7: Financial Plan

Competition
08 Section 8: Summary, Appendices and
04 Section 4: Sales And Marketing Plan Exhibits

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01
Executive Su
mmary

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Mikrokosmos Coffee House will be the go-to place for coffee lovers. We plan on serving the highest
quality coffee and snacks in a trendy, comfortable atmosphere. Our convenient location and 
excellent customer service should build a steady repeat customer base.

Our main products will be higher margin gourmet coffee products such as espressos, cappuccinos, lattés,
and a variety of snacks, including healthy alternatives.

Strategically located within easy walking distance from the University of Delhi (North Campus),
Schools, and a variety of office complexes, we intend to cater to students and young office workers by
providing plenty of seating space and superior customer service with a trendy vibe. 

In the immediate area, our competition consists mainly of fast food vendors such as Café Coffee Day,
Starbucks, McDonald's and Dunkin. We plan on capturing the upper end of the local coffee market by
serving gourmet, non machine made coffee products at reasonable prices. Along with our superior
atmosphere and great customer service, we intend to target sophisticated coffee consumers. 

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The location I have selected has 2,000 square feet of
space, room for an outdoor patio, and requires minimal
renovations. The space has been vacant for several
months and the owner is motivated and has offered a four-
year lease with a fifth year free.

To minimize operating expenses, the principal will be

onsite on a full-time basis to reduce staffing costs,
supervise, and maintain quality control. We expect net
profits to grow by year three.

6,50,000 INR in startup funding is required for lease

costs, renovations, equipment, and furniture. The
principals have 1,00,000 in cash and will obtain the rest
from commercial lenders.
02
Business/
Industry
Overview
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The Coffee Industry
According to analysis and Research, Millennials
and Gen Z have overtaken baby boomers as
India’s largest living generation. Millennials and
Gen Z are more social and mobile than previous
generations and prefer to have coffee with friends
in trendy, public locations, increasing the
popularity of high-end coffee shops. Statistics
indicate that:
  
1. Gourmet coffee's popularity is increasing
across diverse demographics
2. Indians consume more than 600 million cups
of coffee per day.
3. Retail sales of coffee exceed 1700 crore per
year.
What Makes Mikrokosmos Coffee
House Unique
Mikrokosmos Coffee House 
marketing strategy is to cater to the
young and young at heart with top
quality products, great service, and
plenty of seating indoors and out. We
aim to be the place to meet with
friends, relax, and enjoy a great cup
of coffee.
Ultrafast wifi will enable students
and business people to readily
communicate and work on school or
business activities. 
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OUR MISSION:

To allow and empower persons with disabilities to be economically self-sufficient, confident, and
dignified in their daily lives. The majority of employment allocated to people with hearing and
speech impairments have been consigned to back-end operations in many places, but Mikrokosmos
café intends to alter that. The café pushes them to the forefront and encourages them to engage with
customers so that others see that this is also feasible and that they may further their careers in other
fields. The staff is able to interact with those who do not understand sign language.

Visiting Mikrokosmos is no different than visiting any other café. What sets it apart, though, is how
the café seeks to honour the human spirit.

Mikrokosmos Café stands out from the crowd thanks to its light bulbs, posters, and sign language.
Mikrokosmos is not your typical café since it defies assumptions and offers guests new dining
experiences. The café, which is located on the busy Hudson Lane near Delhi University's north
campus, is managed solely by people with impairments, including those who are deaf and hard of
hearing.

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We considered implementing a mechanism for customers to interact with our personnel when we
came up with this concept. As a result, we compiled a shopping list. Let's imagine you arrive at a
restaurant and want a menu, water, the bill, a fork, knife, or spoon, among other things. As a result,
we created a calendar and kept it on the table. You may just show the card for something specific
whenever you want it.

If you ask for water, for example, the waiter will understand and fulfil your order. Then we
considered how a customer addresses the waiter. It's not always possible to get their attention by
waving. As a result, we installed a switch on each table. Every table has a light bulb and a switch.
The third factor to analyse was the manner in which a consumer puts an order. As a result, we have
codes for each dish. P1, P2, P3, and so on are the different types of coffee. K1, K2, and K3 would be
the pastries. The consumer then writes the code, P1 for Coffee, followed by the amount, and hits the
switch. When the waiter notices the light bulb turn on, he approaches to the table, the customer
gives over the note, and the waiter finally strikes the clock of the order.

We wanted it to be a café that was both motivating and inspiring. When we began brainstorming
ideas, one that sprang to me was that we would work for and with the differently-abled society.

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03
Market Analysis A
nd The Competitio
n

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Given the proximity to schools and office complexes, our primary target market will be students and
professional business people. Both groups are heavy consumers of coffee, tea, and snacks. 

Based on our customer surveys, there is a strong demand for a high-end coffee shop in a central location
that serves great coffee and has both outdoor seating and available parking. The three most common
complaints about the existing competition in the area are:

1. Inconsistent product: Discerning customers are reluctant to become regular patrons of a coffee

shop that cannot consistently serve a high-quality product. 
2. Lack of patio seating: Many people prefer to consume their food and beverages outdoors on a
beautiful day.
3. Lack of parking: The lack of parking makes it difficult to attract vehicle commuters.

The local customer base consists of approximately 3,000 students from the University, 200 school staff,
300 business people and office workers

Both schools have solid attendance and are expanding their student populations. The local business
market is strong and has been relatively unaffected by previous economic downturns.

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04
Sales And Mar
keting Plan

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Our Product Offerings
The existing competition uses lower grade
beans, inexpensive equipment, and does not
properly train staff — resulting in inconsistent
product quality and dissatisfied customers. At
Mikrokosmos we are passionate about coffee
and intend to focus on consistently serving the
highest quality product by:
• Sourcing premium beans and snacks and
maintaining freshness at all times.
• Using a top-of-the line espresso machine and
related equipment.
• Providing baristas with professional training.
By focusing on quality, consistency, and great
customer service, we will build a steady repeat
customer base.
Pricing Strategy
We intend to focus on specialty coffees
including espresso, cappuccinos, mochas,
etc. as the profit margins are much higher
than regular coffee. To command a higher
price for regular coffee, we will not use drip
machines. Instead, each cup will be single
served using a coffee press so that every cup
is up-to-the-minute fresh and delicious. 
Our pricing will be competitive with the
higher end of the market. We believe that
customers will be happy to pay top prices
for a great cup of coffee.
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Sales
We will be offering counter service in a
professionally designed, cozy, inviting
interior space. Interior seating will be a
mix of smaller individual tables for
intimacy, and longer, bench-style ones
for larger groups. Exterior seating will
consist of weatherproof tables and
chairs with available sunshade
umbrellas. We intend to be open from
6:30 a.m.-9 p.m. on weekdays, and 7
a.m.-9 p.m. on weekends.
In addition to cash, credit, and debit,
we also will be accepting Apple Pay for
purchases.
Advertising and Promotion
To minimize costs and connect with our
customer demographic, most of our 
advertising will be of the digital variety. We
intend to aggressively promote our products
using the following methods:
• Posters on the local campus billboards
• Our state-of-the-art website
• Daily specials announced on Facebook,
Instagram, and Twitter
Statistics demonstrate that loyalty cards are
highly effective, and Mikrokosmos Coffee
House will use a custom-designed rewards
card to promote repeat business.
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05
Ownership and
Management
Plan
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Ownership Structure

Mikrokosmos Coffee House is a private corporation and will be registered in the Delhi. The
business is 100% owned by Dolly Arora.

Management

Owners manage the business, and will be present at all times during open hours. Owner have
previous food service management experience and are trained and experienced baristas.

External Resources and Services

1. Design Services will be contracted for the interior design of the premises.
2. Suitable consultancy will provide accounting services for the business.
3. Smrat Catering will supply the baked goods.

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06
Operating
Plan
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Facilities Supplies
The premises we have chosen are at Hudson Lane, New
Delhi. The space features: We will negotiate an agreement
1. 2,000 square feet of indoor space in a modern, well- with Coffee Wholesalers to
maintained building in an excellent location. supply premium gourmet
2. Approximately 500 square feet of outdoor patio space, Columbian coffee/espresso beans
with lockup racks for bicycles. with two-day shipping. Milk,
3. Existing zoning for restaurant usage. juices, soft drinks, fruit, etc. will
4. A four-year lease with a fifth year free. be sourced from the local
5. The building owner is responsible for trash collection, supermarkets.
recycling, pest control, and security
6. Utilities (water, electricity, gas, internet, phone) are Muffins, scones, cookies, yogurt
estimated to be 5,000 per month fruit cups, and sandwiches will
7. The previous tenant was a restaurant, and there are be supplied on a daily basis by
existing kitchen and washroom facilities already in Smrat Catering.
place. The previous tenant has offered to sell used
kitchen equipment at heavily discounted prices.

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Equipment Staffing
The following equipment will be purchased: Two full-time and four to six part-time baristas will
1. Commercial grade La Marzocco Espresso be hired at industry standard wages. Baristas will be
machine trained. The two full-time employees are the owner
2. Espresso grinder and her friend or other potential candidate. The
part-time employees will be sourced from the local
We currently are negotiating the purchase of post-secondary institutions.  
used commercial equipment from the
previous tenant, including: Owners and staff will share all regular duties,
3. Glassdoor fridge including taking orders, making coffee/tea, clearing
4. Dishwasher  tables, restocking, dishwashing, maintaining
5. Microwave  washroom facilities, etc.
6. Misc. shelving, storage bins, etc.
To increase employee loyalty, a bonus/profit
Maintenance contracts for the equipment will sharing system will be put in place.  
be negotiated with local vendors.

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07
Financial
Plan
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The owners will invest 3,50,000 and take out a bank loan for 4,50,000 to cover the start-up
expenses and assets needed plus deficient spending in the early months.

1. The start-up expenses of include:

2. Legal expenses for obtaining licenses and permits as well as the accounting services.
3. Marketing promotion expenses for the opening of Coffee House.
4. Insurance (general liability, workers’ compensation and property casualty).
5. Pre-paid rent expenses for three months.
6. Premises remodeling.
7. Other start-up expenses including stationery and phone and utility deposits.

These expenses will be incurred before launch, so they take their place in our financial
projections as negative retained earnings at the end of the month before we begin. That number
shows up in the balance sheet.

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The required start-up assets of include:

• Cash in the bank, which includes enough to cover employees and owner’s salaries for the first
three months and cash reserves for the first three months of operation.

Start-up inventory, which includes:

• Coffee beans (12 regular brands and five decaffeinated brands)

• Coffee filters, baked goods, salads, sandwiches, tea, beverages, etc.
• Retail supplies (napkins, coffee bags, cleaning, etc.)
• Office supplies

Funding for the company comes from two major sources–owners’ investments and bank loans.
The remaining amount needed to cover the start-up expenses and assets came from the bank
loans(long-term). Loans were secured through the any bank.

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Equipment Required:

○ Espresso machine
○ Coffee maker
○ Coffee grinder
○ Food service equipment (microwave, toasters, dishwasher, refrigerator,
blender, etc.)
○ Storage hardware (bins, utensil rack, shelves, food case)
○ Counter area equipment (counter top, sink, ice machine, etc.)
○ Serving area equipment (plates, glasses, flatware)
○ Store equipment (cash register, security, ventilation, signage)
○ Office equipment (PC, fax/printer, phone, furniture, file cabinets)
○ Other miscellaneous things

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THE END