Come For Tasty, Stay For Healthy BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE

Section I: Introduction 1.1 Background The Bistro Cafe is a bistro and coffeehouse facility located in a renovated house immediately adjacent to the Sherpa Mall. The Bistro Cafe took its name from Atlantic word means eating place. The Bistro Cafe is a full-service Cafe/cafe located in the Durbarmarg heart of Kathmandu district. The Cafe features a full menu of moderately priced "comfort" food influenced by Indian, Chinese and European cooking traditions, but based upon time honored recipes from around the valley. The cafe section of The Bistro Cafe features a coffeehouse with a dessert bar, magazines, and space for live performers.

This business plan offers financial institutions an opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales numbers, gross margin, and profitability. This plan includes chapters on the company, products and services, market focus, action plans and forecasts, management team, and financial plan.

1.2 Company Ownership The Bistro Cafe which is owned and operated by Jiwan Magar, & Sapana Timilsina, in partnership liability. The Bistro Cafe is a privately held limited liability corporation partially owned by Jiwan Magar (50%) and Sapana Timilsina (50%). The total budget to established Bistro caf is Rs 7000,000

1.3 Company Locations and Facilities The Bistro Cafe will be located in a newly renovated facility designed by the architectural firm of Sherpa Mall, Durbarmarg KTM. The facility will be divided equally between the cafe function and the coffeehouse/entertainment function. The Cafe will feature dining room seating for approximately 100 patrons and flexible indoor/outdoor patio/yard seating for an additional 40 patrons. The cafe/coffeehouse will provide a full-service dine-in and carry-out coffee-based beverages, as well as a dessert bar. The coffeehouse/cafe portion of the business will also contain a full-service bar, a small entertainment
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 1

Come For Tasty, Stay For Healthy stage, and niche magazines and newspapers available for purchase. The coffeehouse will maintain ample indoor/outdoor seating under a covered patio space shared with the Cafe.

The facility's perimeter will feature free Wi-Fi garden and courts with fountain which will provide comfortable waiting areas during the warm weather months. Finally, This Bistro Cafe, constructed in 2011, features extraordinary cathedral-like interior space. It is our hope that our construction plans will support dramatic lighting of the tower after sundown, creating a rather visible nighttime landmark for Durbarmarg.

1.4 Technology The Bistro Cafe logo is protected by intellectual property right and 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 Bistro Cafe is not dependent upon process technology or patentable inventions.

This business plan is focus on Integrated Marketing Communication (IMC) caf. Its explain IMC mix i.e. Advertising, Personal selling, Sales Promotion, Public Relation/ Publicity and Direct Marketing of caf rather than other business scope.

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 2

Come For Tasty, Stay For Healthy

BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE

Section II: Situation Analysis 2.1 Company Analysis

Objectives 1. Sales approaching and surpassing Rs.10 million by the end of the first year. 2. Targeting and maintaining a net profit of at least 14% by the second year. 3. To cultivate monthly sales to reach Rs 5, 00,000 by the end of the fourth month of operation.

Mission The Bistro Cafe concept is built upon the success stories of Nepalese many casual dining and coffeehouse venues. Located in the Durbarmarg of Kathmandu district adjacent to the Sherpa mall, The Bistro Cafe will provide accessible and affordable high quality food, coffee-based products, and entertainment to the thousands of residents and hotel visitors located within a five-mile radius. In time, The Bistro Cafe will establish itself as a "destination" of choice to the many residents of the greater Kathmandu metropolitan area, as well as numerous out-of-town visitors.

The establishment will provide a "complete, high-quality" evening experience for those searching for something that is rapidly becoming popular among KTM diners. Not only will patrons be able to dine on "comfort" food based upon time honored recipes from the world over, they will do so in a facility containing ample yard space for a favorite pastime of KTM's residents: alfresco/outdoor dining. Patrons will also have the option of enjoying coffee, desserts, and live entertainment in The Bistro Cafes coffeehouse or, a relaxed Nepali tradition show in the gardens located adjacent to the patio space.

The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet casual dining and/or coffeehouse experience for the many Nepalese and visitors who frequent the city's casual dining spots and entertainment venues. It will be an

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 3

Come For Tasty, Stay For Healthy affordable venture for patrons, one that will encourage them to return on many occasions.

Finally, and quite significantly, The Bistro Cafe will provide a much needed neighborhood-based retail food.

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.

Keys to Success The keys to our success will be: A superior-tasting product backed by a unique quality store A relaxing, upscale interior design Prime site selection with an upscale affluent population, year-round tourist activity, heavy pedestrian traffic by the site, a dynamic student population and a concentration of local businesses A market that exposes The Bistro Caf & coffeehouse to high-profile "trend-setters" and "key influencers" Ongoing, aggressive marketing Highly trained and friendly staff Multiple revenue streams including gift items, and coffee gift/frequency cards in addition to coffee, pastry, chocolates, tea, juice, water and soft drinks, wine, lunch etc.

2.2 Market and Consumer Analysis The Bistro Cafe launches with an exciting new coffeehouse concept in a receptive and steadily growing market segmentthe specialty coffee retail business. Despite economic downturns in recent years the specialty coffee business has been a bright spot. While literally hundreds of businesses in many categories are facing poor sales, negative balance sheets and even bankruptcy, coffee chains continue to show strong growth.
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 4

Come For Tasty, Stay For Healthy Specialty coffee house has grown at a rate in excess of 20% per year in the last decade. That sustained growth is expected into this decade.

Consumer The Bistro Cafes strategy is based upon targeting and serving:

A typical KTM in town resident. This urban professional works long hours and has relatively little time to cook at home. She/he has an active social life and spends a substantial amount of disposable income maintaining it.

The many downtown businesses which regularly use Cafe dining as a function of conducting business.

The tourist and convention populations centered in downtown venues.

The Bistro Caf customer comprised of five target groups. 1. Affluent local residents 2. Tourists 3. Local business people 4. Students 5. Travelers passing through

These groups are all potentially strong customer segments. The benefit of this mix of customers is that it helps maintain consistent business throughout the year. The other customer segments (local residents, local business) provide a consistent foundation all year long.

Also, by appealing to several market segments, The Bistro Caf does not become overly dependent on any single consumer group. For example, several local coffeehouses with primarily student customers do poorly during the non-school months. They must also market themselves anew each year to the incoming students. The Bistro Caf will avoid these peaks and valleys in business with a mix of customers. Market Needs Our customer's dining and entertainment needs are critical to the success of The Bistro Cafe. As a supplier of a full-service dining experience, The Bistro Cafe must appeal to people who are interested in integrating our type of cuisine/cooking
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 5

Come For Tasty, Stay For Healthy regularly into their dining/food purchase experiences. Moreover, we must also appeal to those customers who regularly take advantage of this coffeehouse and/or evening entertainment scene.

Our customers are well educated and interested in partaking of new experiences. Keeping the menu and the entertainment offerings "fresh" will remain a constant challenge to the business. Segments of the target market tend to dine out, visit coffee shops, and seek evening entertainment frequently. They tend to choose comfortable, affordable venues, and repeat appearances at places that offer familiar scenery with new twists.

Market Trends Nepalese is experiencing a trend toward the creation of evening dining/entertainment venues. They are popular and gaining more recognition. Evidence of this is found in local news and magazine coverage. These venues are finding new homes in the areas close to and/or adjacent to downtown.

The city's burgeoning music scene is growing and in need of more venues to accommodate the mainstream jazz, acid jazz, Latin, and live dance music artists that are choosing Nepalese as home for their production efforts.

The market opportunity for coffee shop establishments has never been better in this area of KTM. The immediate area surrounding the business venue is undergoing a building renaissance as many residents chose to move into or return to the inner city.

Market Growth KTM is currently in the middle of a building and population explosion. Young singles and couples are choosing to reject long commutes in favor of living closer to their work and recreational venues. With the extra time that comes from being in a vibrant growing city with an active nightlife, in town neighborhoods that were formerly dotted with a limited number of night spots have seen their neighborhoods burgeon with new venues.

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 6

Come For Tasty, Stay For Healthy The section of Midtown KTM along Durbarmarg road Avenue has experienced remarkable growth in its nightlife scene.

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. A sample menu is included in an appendix.

**Some supplemental materials are not available for this sample plan.

Sales Strategy Our sales strategy includes:

Staff salaries that are 10% above the industry average in order to attract the best people

Hiring for attitude so that we always have a friendly, enthusiastic staff to make customers feel welcome and appreciated; constant staff training to assure the best quality possible

State-of-the-art sales/inventory system to (A) reduce customer waiting time, and (B) create efficient product ordering

Create a mobile kiosk to take The Bistro Caf into the community at special events, farmer's markets, art shows, etc.

Sell coffee, gift baskets and glass artwork on our website Establish coffee service at local businesses Sell gift cards, frequency cards, pre-paid cards, and offer discounts to key groups

Create an ongoing sampling program Conduct a consistent, aggressive marketing program Be an active member of the community; be visible at charitable functions

Solicit customer feedback to constantly improve and streamline our operation

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 7

Come For Tasty, Stay For Healthy 2.3 Product Analysis Products The Bistro Cafe is a cafe/coffeehouse venue that sells moderately-priced food to an upscale casual dining market. The venue features brewed coffee and espresso-based beverages, ices, fruit smoothies and juices, and other beverages typically associated with a coffee shop. A dessert bar will serve a range of freshly prepared desserts, as well as baked goods associated with breakfast.

Lunch on offerings contain both carry-out and dine-in menu selections, while evening hours will accommodate full-service dining and Nepali cultural show service, a fullservice bar and light, weekend, live entertainment.

Reflecting a target niche market, a limited selection of out-of-town newspapers, as well as art, architecture, cinema, design and lifestyle magazines will be sold. Additionally, the venue will feature art and products made by Studio flex artists, providing a cross-selling opportunity.

The Bistro Caf menu The Bistro Caf menu sets us apart from other coffeehouses, giving us a competitive edge.

We offer six groups of drinkscoffee, tea, Italian sodas, smoothies, juice and cocoawith several choices within each group. This enables us to provide more variety than our competitors while keeping the preparation of the drinks easy to execute.

We are taking advantage of the immense popularity of flavored drinks and tea by offering a product mix that includes items the other coffeehouses don't carry as well as more familiar drinks.

We are the caf & coffeehouse to have a wide range product. The Bistro Caf offers several smoothie drinks and Italian sodas. We carry the highest quality fresh juices.

Prices have been determined after a thorough analysis of all food costs for every item in each drink. In some cases, an average price has been calculated and applied to all similar drinks in order to keep the menu from confusing the customer.
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 8

Come For Tasty, Stay For Healthy

REGULAR KIT SEC breakfast set momo CH Mutton Veg Chowmein CH Mutton Veg Sadwich CH Cheese Veg Snacks Green Salad Chips chilly Sausages Smoked Chicken Salty Fish Chicken Chilly badel timur Wins Chicken fry Babycorn mushroom Rice Ch Muton Veg Rs 200 Rs 250 Rs 250 Rs 200 Rs 110 Rs 110 Rs 110 Rs 110 Rs 110 Rs 110 Rs 110 Rs 110 Rs 110 Rs 175 Rs 150 Rs 150 Rs 250 Rs 250 Rs 250 Rs 250 Rs 250 Rs 250 ITEMS RATE

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 9

Come For Tasty, Stay For Healthy

Name

COFFEE DRINKS Coffee. Warm milk. Banana, macadamia

Small

Large

Coffee

The Banana

nut and vanilla syrups. Topped with whipped cream. Coffee. Warm milk. Amaretto and

Rs.275

Rs. 375

The Coffee Milano

vanilla syrups topped with whipped cream and almonds.

Rs. 275 Rs. 375

HOT COCA DRINKS all hot coca drinks are Rs.250 Name French Vanilla Cocoa White Chocolate Cocoa Chocolate Truffle Cocoa Holiday Spice Cocoa Peppermint Cocoa Oval tine Description Hot cocoa with vanilla and whipped cream.

Hot cocoa with white chocolate and whipped cream.

Rich dark hot cocoa with whipped cream topping. Rich hot cocoa and holiday spices. Topped with whipped cream. Rich chocolate and refreshing peppermint. Topped with whipped cream. Oval tine Chocolate Malt and milk.

Juices

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 10

Come For Tasty, Stay For Healthy

ICED TEAS

HOT TEA

HOT TEA (REGULAR) RATE Classic American Iced Tea Small Medium Large Rs.150 Rs.175 Rs. 200 Orthodox Tea (Nepali) English Breakfast Peppermint Herb Tea Darjeeling Green Tea Golden Flowers Herbal Herbal Lemon Tropical Green Pastries Item Pleasantville Cheese cake made just for us by Pleasantville Cheesecake Company. Fresh scones, hot from the oven. Bagels Brownies Blueberry Muffins Croissants Black Forest chocolate-covered espresso beans Best Ever Bakery Fancy Cookies Blackforest Name Fresh squeezed orange juice Old-fashioned Lemonade Genesis Juice Made fresh daily from Pleasant County lemons. Protein Boost, Green Machine, Mango and Guava. Description Exclusively from Longhorn Orchards, Corpus Cristi, TX Rs 100 Rs Rs Rs Rs Rs Rs 175 100 200 200 200 275 Price Rs.150 Rs. 150 Rs.150 Rs.150 Rs.150 Rs.150 Rs.150 Rs.150 Rs.150

Rs. 175 Rs 150 Regular Rs150 Large Rs 275

Rs150 Rs295

Rs 275 Rs 325

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 11

Come For Tasty, Stay For Healthy Brownie with hot chocolate Ice cream fruit cocktail Paun Platter Mohanbhog special birthday cake Rs Rs Rs Rs Rs 200 125 125 125 125

2.4 Competitors Analysis The Cafes and coffeehouses that make up the community of establishments in the area surrounding The Bistro Cafe are quite diverse. Their concepts range from typical fast food/chain venues to expensive fine dining establishments. However, the predominating nature of the immediately surrounding Cafes and coffee shops is casual/upscale.

Competitive Edge Our competitive edge, compared to the other coffeehouses in the greater Pleasantville area includes the following: A significantly higher quality, better tasting coffee product. Our current location can arguably be considered the best in the marketin the heart of the Durbarmarg shopping, dining, entertainment. An ambiance superior to all other coffeehouses in the area with upscale "view" look. It features stained glass decorations, art glasswork, cultural style furnishings and outdoor dining. The only coffeehouse downtown to provide regular weekend evening entertainment. A wider variety of popular drinks than our competitors, including flavored coffee drinks, tea, cocoa, juice and Italian sodas. We have several drink options for people who don't drink coffee: tea, cocoa, juice and smoothies. Our Internet website will include sales of whole coffee beans, tea, chocolates, gift items and gift baskets.

Many of these patrons also seek entertainment venues on the weekends that are close to their dining venues and homes. The market currently suggests that such a venue on

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 12

Come For Tasty, Stay For Healthy Auburn Avenue is not only desired by the populations frequenting Cafes and clubs, it is suggested that it is needed. The parking and traffic have grown to notorious proportions. Towners and residents in adjacent neighborhoods would much rather patronize venues. The Bistro Cafe offers them an attractive

dining/entertainment/coffeehouse option.

Main Competitors Lobsters Sea Food Vintage Caf & pub Bourbon Room Cloud 9 KFC & Pizza hut

Competitive Comparison The Bistro Cafes closest competitors (relative to location) are Vintage, Lobsters Sea Food and Bar, Bourbon Room. None of these establishments features a traditional coffeehouse atmosphere or live or recorded evening entertainment. Relative to the location of these establishments, The Bistro Cafe is centrally geographically located. Its location will easily allow for patrons from these other establishments to finish an evening with dessert, coffee, drinks, and/or dancing.

2.5 Problems and strength: Problems

High competition Narrow market Brand switching habits of customer Threat of new entrants Political issues

Strengths Multi dimensional services More customized service

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 13

Come For Tasty, Stay For Healthy Affordable price in all items High speed free Wi-Fi zone Service deliver within a five minute after customer order Different cultural programs starts after 7pm

Section III: The Target Market Profile 3. Target Market Strategy

Local residents Tourists Travelers Students Local businesses executive

Section IV: Marketing Strategy 4 Marketing Strategy

The most important element of our marketing strategy is the delivery of a quality product. Our food, beverage, newspaper/magazine, and entertainment products must first sell themselves through word of mouth. Next, the packaging of The Bistro Cafes concept and external messages has 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 jazz, acid-jazz, Latin, and dance-oriented music shows, and traditional public radio sponsorships. Through establishing relationships with the concierges of the local hotels and with the KTM Convention and Visitors, we will then attempt to create opportunities for visitors to the city to look forward to experiencing The Bistro Cafe.

4.1 Marketing There are several components of successful marketing. This isnt an all inclusive list, but some top strategic Cafe marketing issues include:

Cafe Marketing: Branding

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 14

Come For Tasty, Stay For Healthy A brand is a promise. It is what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with Cafe. Brandbuilding is closing the gap between what we promise and what we deliver. A strong brand is one that has alignment between the promise and execution. It is not something that happens when we advertise, and it is not that people recognize logo or recall the advertising.

Cafe Marketing: Positioning Positioning is the place you hold in the customers or prospects mind relative to the competition (the cheaper choice, the higher quality choice, etc.). Effective positioning involves incorporation of Unique Selling Proposition (USP), it is a point of differentiation that the competition either cannot or does not claim. An example is KFC versus Nanglo.

Cafe Marketing: Diligence Effective Cafe marketing must be built on a foundation of fact and knowledge about the market, competition, customers, Internal Customers, financial history, marketing history, the industry, and outside forces that will impact the overall business. Cafe marketing has to factor these considerations into the overall strategy. Not even CocaCola can afford to market to everyone all the time, so effective market research and due diligence can help you be more effective in your Cafe marketing efforts.

Cafe Marketing: Menu Mix Every six to twelve months, we all wants to conduct an analysis of menu. This will include profitability analysis and a competitive Cafe menu analysis. To keep menu fresh, relevant, and profitable, you all need to know specifically how each item on your menu is performing and also how it stacks up next to top competition.

4.2 Communication: We will promote our company name and label almost more than the product itself, because to be successful we have to stand for brand-name integrity, excellent menu offerings, and first class entertainment and fun. Therefore, our promotion strategy includes focusing on events and messages that match:

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 15

Come For Tasty, Stay For Healthy Launch marketing will promote awareness, build immediate traffic and establish our brand image via several methods:

Local print and broadcast media Sales promotion Public relations/publicity Direct mail Design and packaging Sampling Superior location Desirable store ambiance

Public Relations A strong public relations/publicity program uses as its primary "hook" these three main points: 1. The Bistro Cafes is Pleasantville's first true gourmet coffeehouse 2. Our unique quality products 3. Our distinctive latte "art" The goal of the PR/publicity is to achieve local market awareness and establish the brand on a wider scale to set the stage for future expansion. Local market awareness is vital because more than 50% of sales will come from people living within a 5-mile radius of the store. National awareness will help drive the expansion by generating opportunities created by the media buzz and familiarizing people with our brand name. It will help set the stage for future brand identification. Sales promotion Providing discount up to 25% who visits regularly. Rebate Providing gifts Printed T-shirt and Cap distribute to special guests.

Local broadcast Media Kantipur Radio, others Local FM

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 16

Come For Tasty, Stay For Healthy Regional/National Print Media

Kantipur The Himalyan Times Nagarik Food Court

Direct Mail

Ongoing direct mail generated from our website data Visa or MasterCard local direct mail program

Website Our website is fully e-commerce functional and could easily become a significant revenue source.

4.3 Advertising There are some advertising tools of Bistro Caf as:

I.

Direct mail postcards

Postcards are great for creating awareness as part of marketing plan for coffee shop. For new start ups, you need to announce the opening of your new shop. Postcards can also be used to announce new promotions for the month.

II.

Website

Website is most crucial marketing tool for coffee house to have a presence in the market. Yet, many business owners are finding it a challenge due to lack of technical skills. The website gives instant presence to the online world. If prospect happens to be looking for a coffee shop, our coffee shop stands out. It can also be used as a communication tools with customers in market regarding the latest promotions and eateries.

III.

E-mail newsletters

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 17

Come For Tasty, Stay For Healthy E-mails are great marketing plan coffee shop to educate your customers about your products. It may require some hard works in the beginning but after that it is almost hands off.

IV.

Advertising

There are many marketing plan coffee shop channels for advertising- radio, television and billboards. Remember that radio and television costs a lot more than other type of advertising. However, the exposure is very wide. Strategically placed billboards can also bring you traffic from busy areas.

V.

Signage

This marketing plan coffee shop caters more for the morning crowd who are rushing for work. Big and attractive billboard must put either at the bus stop or crowded places where they are visible.

VI.

Unique logo

A logo is a marketing plan for coffee shop, where customers will remember after they purchase. The trick is to make them want to come back again and again. Logo is a great way to making an emotional connection to our business.

VII.

T-shirts, Cap and Wearable

Distributing printed T-Shirts, Caps, Hand bag, Pens, Key rings with brand name and logo create immense role in publicity and attracting potential customers as well as enhance brand image.

VIII.

Business Cards Business cards are great for business networking and form an integral part of marketing. When interacting with people, naturally they will be interested in what we are doing. We can them casually pass them business cards. So, while joining a few social clubs and get business cards out there.

IX.

Brouchers

Brouchers are cost effective ways to inform customers of what we are offering. Most of the time, customers do not have enough of information on where to find new
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 18

Come For Tasty, Stay For Healthy restaurants. We can help them by giving out brouchers at you coffee shop or distributing them at the busy streets as part of our marketing plan.

X.

Referral program

This is another great way to get new customers and keep old ones. More than 50% of the revenue is generated by repeat customers. When you implemented a referral program, it makes it easier for them to come to coffee shop as they can redeem their points for gifts or discounts.

XI.

Events

Depending on your coffee shop concept, we can turn our coffee shop into an elite business club at a certain day of the month. The coffee shop is closed for special functions. You may also want to organize birthdays or having holiday specials like Valentines Day or Mothers Day.

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 19

Come For Tasty, Stay For Healthy Section V: Marketing Communication Strategy

5.1 Advertising Strategy: 5.1.1 Objectives:

Create awareness for new products Inform consumers Of product features and benefits Price changes Important for building primary demand

Persuasion Build brand preference or change buyer perceptions Especially, important for building demand in competitive markets.

Reminder advertising: maintain top-of-mind awareness

5.1.2

Creative Strategy

Strategies must detail the target audience, primary competition, reasons to purchase, and a consumer promise. Media strategies must detail selection of media vehicles and a schedule that reflects efforts to reach to the target audience. Develop the USP unique selling proposition or the Creative Hook

Unique Selling Proposition Translates brand positioning into a convincing message. Objective is Memorability E.g: Emotional = appeal to psychological, social or symbolic needs. Pull at the consumers heartstrings

5.1.3

Tactics

Tactics are the exceptionable aspects of the campaign i.e., whos going to do what, when, how, etc. Marketing team of Bistro Caf and coffee house o Creating Brand Awareness Every first day and last day of week Through Broadcast Media (T.V & Radio) and Newspapers.
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 20

Come For Tasty, Stay For Healthy 5.2 Media strategy:

5.2.1

Objectives

Seasonality Objective: Concentrate advertising in the months of Baishak, Bhadra, and Mangsir-Margh the heaviest consumption months. Media objectives state what you plan to accomplish, not how. The how Part, including choosing media and vehicles, is reserved for the strategy section.

5.2.2 Vehicles: Broadcast TV FM radio E-mail Newspapers Magazines

5.2.3 Costs Estimation: Size of advertisement Preferred media Dates of proposed advertising and/ days of week preferred Press: section of the newspaper Press: color or black and white Radio: length of ad, time availability TV: length of ad, time availability

5.2.4 Continuity Schedule: Advertising runs steadily and varies little. Fighting and pulsing with scheduling

Bistro caf is planning for media schedule to continuing broadcast or telecast two times in every month.

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 21

Come For Tasty, Stay For Healthy

Personnel Plan The personnel plan calls for hiring 5 full-time salaried employees at start-up. Part time baristas/bartenders will have to be hired to manage approximately 135 hours of operation per week, servers/waiters will have to be hired for approximately 203 hours of operation per week, and dishwashers will have to be hired to handle approximately 62 hours of operation per week. 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:

Position Owner/General Manager Chef Manager Sous-chef/Line Cook Assistant Mgr/Senior Server Barristers/Bartenders Servers Dishwashers/Bussers

Salary Rs.40,000 Rs.30,000 Rs.28,000 Rs.23,000 Rs.15,000+ Tips Rs.15,000+Tips Rs.10,000 + Tips Rs.12000

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 22

Come For Tasty, Stay For Healthy

Conclusion
The restaurant habit of the people is growing rapidly in the city area, whereas Bistro caf which is newly established caf and coffee house located in the heart of Durbar marg is becoming popular day by day. Due to its unique service features and quality food the caf is able to attract more customers. The ongoing aggressive marketing as well as its customized service will help the caf to achieve its goals and objectives within a short period of time.

BIBLIOGRAPHY www.google.com

IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA AND JIWAN MAGAR MBA.

Page 23