1. Epp-
Eat, Puff, Play
Basics of Business Planning
Kunal Makhija | Neelam Jain | Pradeep Mishra
Sanjiv Mishra | Sunil Kumawat
Vaibhav Vyas | Vishal Mishra
2. About-
• “Epp” will become first of its kind in the contemporary market to cater a
range of regular products all under one roof making it an exclusive spot
for the hang outers to lay back relax and enjoy in a great and rich
ambience.
• With the brand new concept of aligning of a quality café with a groovy
hookah bar and a contemporary gaming zone people will be
mesmerized by type of culture created
3. Business Description
• The company will operate a 3000 square foot lounge off YMCA Bopal
Road which is inherited by one of the owners.
• “Epp” Lounge is determined to become a daily necessity for hungers,
gamers, and fun lovers and just a comfortable place to meet your friends
or to play games, all in one.
• “Epp” will capitalize on its proximity to Shanti Business School and
MICA campus as well as the residents near Bopal area to build a core
group of repeat customers.
• “Epp” will offer its customers the best prepared snacks and hookah in
the area that will be complimented with gaming zone to enjoy their visit.
4. Business Description
• Monday to Friday: - 10:00 Am – 11:00 Pm
• Weekends:- 10:00 Am – 1:00 Am (With acquiring permission from the
Municipal Corporation)
• “Epp” will offer its customers the best tasting snacks and contemporary
hookah in the area.
• This will be achieved by using high-quality ingredients and strictly
following preparation guidelines.
• The store layout, menu listings and marketing activities will be focused
on maximizing the sales of higher margin offerings.
5. Objectives
• Become selected as the “Best New Lounge in the city” by the local
restaurant guide.
• Turn in profits from the first month of operations.
• Maintain a 65% gross margin.
6. Vision Statement
At “EPP”, we’re all about getting people together and enjoying
each other’s company. We believe that what we do can weave a
fabric of positive relationships and experiences that stretch
from our coffee houses and out into the world.
7. Mission Statement
• “Epp” will make its best effort to create a unique place where
customers can socialize with each other in a comfortable and
relaxing environment while enjoying the best snacks,
contemporary gaming lounge and hookah in city.
• We will be in the business of helping our customers to relieve
their daily stresses by providing piece of mind through great
ambience, convenient location, friendly customer service, and
products of consistently high quality. “Epp” will invest its
profits to increase the employee satisfaction while providing
stable return to its shareholders.
8. Strategy
• Learning
& Growth
• Business
Process
• Customer• Financial
-Improve
Operating
Efficiency
-Broaden
revenue Max
-Service
Excellence
-Trusted Biz
Partner
-Implement
cross Training
-Align Personal
Goal
-Develop New
Product
-Reduce Cycle
Time
-Provide Rapid
Response
9. Management Positions
Name Designation Ratio
Sanjiv Mishra Décor Manager
Pradeep Mishra Marketing Manager
Vishal Mishra Café Manager
Sunil Kumawat Finance Manager
Neelam Jain Hookah Bar Manager
Vaibhav Vyas Gaming Zone Manager
Kunal Makhija Special Events
Coordinator
10. Marketing & Advertising Plan
• “Epp” will focus its marketing activities on reaching the SBS and MICA
students and as well as the neighbors of Bopal area, people working in
offices located close to the lounge and on sophisticated teenagers.
• The market research shows that these are the customer groups that are
most likely to enjoy this type of ambience.
• Flyers
• Print Media
• Fleet Media
• Word of Mouth
11. Financial Plan
• Raised Up Capital
Source Calc. Amount
Vishal, Sanjiv, Pradeep 3*1500000 4500000
Kunal, Sunil, Neelam,
Vaibhav
4*1200000 4800000
Partners Capital - 9300000
Bank Loan - 600000
Microfinance - 8640000
Total - 16164000
12. HR Plan
• Greeting customers and respecting them
• Having empathy towards their customers
• Saying “Hello”, “Thank You”, “Sorry”, “Please Visit Again”
• How to handle different customers
• Training each department to provide a competence to the Lounge
• Speaking cordially on phone
13. Legal Plan
• Taking care of all the legalities and licensing
• Food Safety License
• Health/Trade License
• Eating House License
• Music License
• Certificate of Environmental Clearance
• Insurance - Public Liability, Product Liability, Fire Policy, Building & Asset
• Prevention of Food and Adulteration
• Shops and Establishment Act
• Signage License
14. Pricing Strategy
• Competitive Pricing Model. Revenue calculations are based upon
competitive price comparisons and established menu values in the
current marketplace. The following are baseline assumptions on
Average Check Totals, and Average Seat Turns:
• Daily average for lunch spending is 300 Rs. per person, dinner at Rs. per
person.
16. Competition
Café Competitors Hookah Competitors Gaming Zone Competitors
CCD Elysium Xtreme Gaming
Shambhu’s Fumes Sniper
Danny’s Crazy Guys
JB Richie rich
Mr. Puff
Though None of them provide the same ambience and a combination of all the services
17. PESTEL Analysis
Political/Legal:
• “Business Ethics and Compliance is a program that supports Our
Mission and helps protect our culture and our reputation by providing
resources that help partners make ethical decisions at work.”
• Also, there are more and more people asking for fair trade coffee and it’s
a god way for lounges to difference themselves through fair products.
18. PESTEL Analysis
• Economical:
• The industry of coffee and lounge is a high and growing market in the
world. As there are some big leaders such as Starbucks, Dunkin Donuts
they are all fighting each other in order to gain more and more market
shares. It seems that there is a high potential in the new emerging
markets such as Asian countries and South America for example.
19. PESTEL Analysis
• Social:
• Coffee can be seen as a bad beverage for health so people are looking for
new drinks such as fresh juices or maybe more tea and de-caf drinks.
Coffee houses are more and more proposing those kinds of new healthy
products.
• Technological:
• As there is a high and growing variety of products in coffee houses, they
need to always develop new machines and high-tech equipment in order
to stay up-to-date. Some beverages are so complicated to make that they
require high standards of quality in terms of technology.
20. PESTEL Analysis
• Environmental:
• “By building environmentally sound stores and facilities, conserving the
energy and water we use and purchasing renewable energy credits,
we’re pushing ourselves to reduce the environmental footprint of our
operations”.
21. Required Manpower
Area No. of People Work Segregation Customer Count
(Approx.)
Gaming Zone 2 Cashier/Handler,
Assistant
10 Customers
Café 4 2 Chef, 2
Waiters/Assistants
30 Customers
Hookah Bar 4 Prep. Guys/Waiters 25 Customers
22. Six Month Startup Stage
• As a new restaurant entry to the Midtown market, the customer draw is
expected to extend over 6 months. This is reflected in a higher than
average monthly sales variance shown as follows (Worst-case /
Expected-case):
• Month 1: 32% / 51% Month 4: 64% / 75%
• Month 2: 41% / 58% Month 5: 80% / 90%
• Month 3: 52% / 66% Month 6: 90% / 92%
23. Milestone schedule
• Within 1 Month: Min 520 different customers should visit our lounge
• Within 1 Year: Net profit should be 500000 from the date of operation
• By 2021 open a second branch/franchise in Ahmedabad
• By 2024 expand in other cities of Gujarat
