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Kwasniewski´s Veggie Burger
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
Description
• Veggie Burgers consist of a Tofu pattie, different vegetables and delicious sauces
• they are served with organic fries and every day there is a different veggie soup which can be ordered as a menu
Description restaurant
• Kwasniewski´s Veggie Burger should look like an American diner but the materials are wood and real stone to make it more warm and comfortable (mix between diner and alpine resort)
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AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• Legal form• Local competition
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Target audience• it is for young and old people who like to take
care of their health and live a healthy vegetarian lifestyle
• they have a higher median income and live in the more trendy quarters of a city
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
Location
• we should start in one of the trendy quarters of a big city (e.g. in Munich) then we could go on to sell the idea as a franchise
• first location should be next to a big yoga studio (e.g. Jivamukhti-Yoga in the Buttermelcherstr. in Munich), because the target audience lives there and there is a high percentage of walk-in customers
• we could also offer a lunch menu around 7 EUR for students and workers from local schools and offices
Location choice (compare Zebugg, Munich and Zaragoza)
Zebugg Munich
Location factors Importance
Grades (1-5)
WeightedGrades
Grades (1-5)
Weighted Grades
Rent of small shop
30%
Local wage for one hour
30%
monthly ticket public transport
20%
population 20%
SUM:
Sales
• first the founders will build up the first location • if it is successful more franchise stores can be
opened in the following locations: – Harras (Sendling)– University (Schwabing)– Small bavarian university cities
(Passau, Regensburg, Bayreuth, Augsburg etc.)
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
Cost analysis• Start-up costs: around 120.000 EUR for facilities
(re-building around 50.000 EUR, machines and inventory around 70.000 EUR)• fixed costs/month: around 3000 EUR rent+ 9000 EUR
personal costs = 12.000 EUR (high local wage level)• variable costs: 0,5 EUR/Drink, 2 EUR/burger( average
price für drink+burger menu = 8,5 EUR)• Break-Even-Point: 2,5x+12.000 = 8,5x x = 2000
(In order to reach the profit zone, 2000 burger/drink-menus have to be sold each month)
• Problem: Interior design has to be financed ahead of time (savings or take out a loan)
Goal for Sales
2000 burger/drink - menus25 days (1 month minus shut down days) = around 80 menus each day
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
Co-Workers
• concept is healthy nutrition therefore the co-workers should also be vegetarians or vegans
• Where do you find them? – Internet chat rooms– sport students of universities– other vegetarian restaurants
• above average wage is offered and also fixed contracts, but with a trial period of 6 months
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
SWOT-Analysis
Strenghts- good salary- vegetarian
lifestyle- Interesting
interior design
Weaknesses- Only few products
- High rent- No experience
Opportunities- Growing market- Similar concepts
are successfull
Threats- trends can
change- Heavy
competition
SWOT-Analysis
• Kommanditgesellschaft (KG) would be best, since liability is unlimited for me as the owner (Komplementär), but it easier to get the initial loan from the bank
• in addition I have the possibility to collect money from investors (Kommanditisten) whose liability is limited to the amount of capital they are willing to give
AGENDA
• Description• Target audience• Location and Sales• Cost analysis• Co-Workers• SWOT-Analysis• Local competition
Competitor I: Hans im Glück
• Hans im Glück (burger restaurant in alpine resort style)• big selection of vegetarian and non-vegetarian burgers• very full and lounge-atmosphere• location 4x in Munich
(franchise in Germany)
Competitor II: Tushita
• offers only vegetarian products• is teahouse with small range of vegetarian
food• small facilities (< 20 seats) and small selection• Location: Munich Glockenbach