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EXPANSION PLANS WOOBBEE

Woobbee Bubble Tea Expansion Plan

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Woobbee Bubble Tea is a bubble tea cafe opened by Ms Irene Low and is based in Singapore. (Website: http://www.woobbee.com/en/). Since its opening in 2010, Woobbee Bubble Tea has opened 3 outlets, one at Tanjong Pagar Plaza, one at Shaw Towers and the latest outlet at Hougang. This deck of PowerPoint slide is a simple expansion plan for Woobbee Bubble Tea to Malaysia. It covers four main components, the background information of Woobbee Bubble Tea, 4 reasons to expand to Malaysia, extensive research and a 3 year expansion plan into Malaysia. Many thanks to http://itseugene.me for advice on slides design.

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Page 1: Woobbee Bubble Tea Expansion Plan

EXPANSION PLANS

WOOBBEE

Page 2: Woobbee Bubble Tea Expansion Plan

INFORMATION BACKGROUND

Page 3: Woobbee Bubble Tea Expansion Plan

1 HISTORY

TARGET MARKET

MARKETING

2 3

Page 4: Woobbee Bubble Tea Expansion Plan

HISTORY

Page 5: Woobbee Bubble Tea Expansion Plan

Founded by

in 2010 MS IRENE LOW

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1st Outlet at TANJONG PAGAR

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2nd Outlet at BEACH ROAD

Page 8: Woobbee Bubble Tea Expansion Plan

TARGET MARKET

Page 9: Woobbee Bubble Tea Expansion Plan

TARGET MARKET

Executives Teenagers

Age: 15 to 29

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MARKETING

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LETTER NEWS

FACEBOOK CARD LOYALTY

REVIEWS

MARKETING TOOLS

Page 12: Woobbee Bubble Tea Expansion Plan
Page 13: Woobbee Bubble Tea Expansion Plan

WHERE CAN WOOBBEE EXPAND TO?

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KUALA LUMPUR

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4 REASONS TO ENTER KUALA LUMPUR

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1 DENSITY OF POPULATION

POPULATION - AGE

GDP PER CAPITA

2 3 4 PEOPLE LOVE TEA!!!

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3784

4713 5374

6696

9,047

3603

4679

6012

7253

1980 1991 2000 2010 2020 (estimated)

Kuala Lumpur

Singapore

Singapore VS Kuala Lumpur Pop/Sq m²

9,000

8,000

7,000

6,000

5,000

4,000

3,000

DENSITY OF POPULATION

Page 20: Woobbee Bubble Tea Expansion Plan

3784

4713 5374

6696

9,047

3603

4679

6012

7253

1980 1991 2000 2010 2020 (estimated)

Kuala Lumpur

Singapore

Singapore VS Kuala Lumpur Pop/Sq m²

9,000

8,000

7,000

6,000

5,000

4,000

3,000

DENSITY OF POPULATION AVERAGE GROWTH IN POPULATION YEARLY

2.20% *

*Including Year 2020 estimate

Page 21: Woobbee Bubble Tea Expansion Plan

7.9%

7.7%

7.1%

8.8%

11.3%

11.9%

% of total population

POPULATION - AGE Age Range

25 - 29

5% 10% 15%

20 - 24

15 - 19

10 - 14

5 - 9

0 - 4

Page 22: Woobbee Bubble Tea Expansion Plan

7.9%

7.7%

7.1%

8.8%

11.3%

11.9%

% of total population

POPULATION - AGE Age Range

25 - 29

5% 10% 15%

20 - 24

15 - 19

10 - 14

5 - 9

0 - 4

CURRENT TARGET MARKET (15 years old to 29 years old)

32.0% of population

Page 23: Woobbee Bubble Tea Expansion Plan

7.9%

7.7%

7.1%

8.8%

11.3%

11.9%

% of total population

POPULATION - AGE Age Range

25 - 29

5% 10% 15%

20 - 24

15 - 19

10 - 14

5 - 9

0 - 4

FUTURE TARGET MARKET (15 years old to 29 years old)

22.8% of population

Page 24: Woobbee Bubble Tea Expansion Plan

POPULATION

11.27%

2.42%

1.96%

8.60%

% growth in GDP per capita Year

GDP PER CAPITA

2010

2009

2008

2007

5% 10% 15%

Page 25: Woobbee Bubble Tea Expansion Plan

POPULATION

11.27%

2.42%

1.96%

8.60%

% growth in GDP per capita Year

GDP PER CAPAITA

2010

2009

2008

2007

5% 10% 15%

AVERAGE GROWTH IN GDP PER CAPITA

5.99% per year

Page 26: Woobbee Bubble Tea Expansion Plan

64.3%

Yes

No

*

*Information taken from Euromonitor

HOW OFTEN DO YOU DRINK TEA?

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64.3%

Yes

No

*

*Information taken from Euromonitor

HOW OFTEN DO YOU DRINK TEA?

HIGH ACCEPTANCE FOR TEA

Page 28: Woobbee Bubble Tea Expansion Plan

EXTENSIVE RESEARCH

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1 COMPETITORS

MENU

PRICING

2 3

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COMPETITORS

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3 MAJOR COMPETITORS

CHATIME

COOL BLOG

GONG CHA

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FACTS ABOUT COOLBLOG

1. Founded in 2005

2. As of 2011 has 150 stores in Singapore and Malaysia

3. Prices of drink start from as low as MYR$1.80

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FACTS ABOUT CHATIME 1. Founded in 2005 in Taiwan

2. In Oct 2010, opened its 1st Chatime Malaysia outlet

3. As of Dec 2012 has 64 stores

4. Cheapest drink starts from MYR$4.90

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FACTS ABOUT GONG CHA

1. Founded in 2006 in Taiwan, Kaohsiung

2. Opened its first outlet in Malaysia in 2011

3. As of Dec 2012 has 15 stores

4. Cheapest drink starts from MYR$3.90

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MENU

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TYPES OF TEA FLAVOURS

FLAVOURED MILK TEA

SPECIALTY MILK TEA

CLASSIC TEA

FROTHY BUBBLE TEA

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FRUITY CLASSIC TEA

SPECIALTY CLASSIC TEA

JUICES & YOGURT SPINS

COCOA & COFFEE

INFUSION & NON-CAFFEINE

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ALL ITEMS OF THE MENU

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ALL ITEMS OF THE MENU

FROTHY BUBBLE TEA

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PRICING

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BLACK TEA WITH MILK

SGD$2.20

1.

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MYR$5.50

SGD$2.20 1.

Convert

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OK!! 8 out of 10 respondents are willing to pay

No…

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OK!! 8 out of 10 respondents are willing to pay

No… STICK TO

SAME PRICE

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3 YEAR EXPANSION PLAN

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1 PRE-LAUNCH

FIRST YEAR

SECOND YEAR

2 3 4 THIRD YEAR

5 BUDGET

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PRE-LAUNCH

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SOCIAL MEDIA

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FACEBOOK

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Follow us to get a wide range of promotions @Woobbeemy

Woobbee MY

http.woobbee.en.com.my

Woobee @wobbee

Woobee @wobbee

Woobbee MY

@woobbeemy

Page 55: Woobbee Bubble Tea Expansion Plan

Follow us to get a wide range of promotions @Woobbeemy

Woobbee MY

http.woobbee.en.com.my

Woobee @wobbee

Woobee @wobbee

Woobbee MY

@woobbeemy TWITTER

Page 56: Woobbee Bubble Tea Expansion Plan

WEBSITE

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1st YEAR

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OPTIMUM LOCATION

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BUKIT BINTANG SHOPPING DISTRICT

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PAVILION MALL KUALA LUMPUR

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FACTS ABOUT PAVILION 1. Opened in 2007

3. There are more than 450 stores in Pavilion

2. Has 4 component, office, retail, residential and a proposed hotel site

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TARGET MARKET

Executives Teenagers

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Page 65: Woobbee Bubble Tea Expansion Plan

COLOUR SCHEME - Light Yellow - Gold

- Black

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2 MONTHS ESTIMATED TIME:

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2nd YEAR

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LOYAL FAN BASE

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CARD LOYALTY

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FROTHY BUBBLE TEA

RECAP:

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NEW MILK TEA

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ALISHAN TEA WITH MILK

MYR$5.90

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5 MONTHS ESTIMATED TIME:

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3rd YEAR

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SURIA KLCC

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FACTS ABOUT SURIA KLCC

1. Opened in 1998

3. There are more than 400 stores in Suria KLCC

2. Located at the base of Petronas Twin Towers, Malaysia’s biggest commercial office building

Page 80: Woobbee Bubble Tea Expansion Plan

TARGET MARKET

Executives

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STORE CONCEPT

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COLOUR SCHEME - Light Yellow - Gold

- Black

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5 MONTHS ESTIMATED TIME:

Page 84: Woobbee Bubble Tea Expansion Plan

BUDGET

Page 85: Woobbee Bubble Tea Expansion Plan

RENT $1,000,000

RENOVATE $150,000

R&D $50,000 LABOUR

$50,000

OTHERS $250,000

Page 86: Woobbee Bubble Tea Expansion Plan

RENT $1,000,000

RENOVATE $150,000

R&D $50,000 LABOUR

$50,000

OTHERS $250,000

TOTAL BUDGET: $1.5 MILLION

Page 87: Woobbee Bubble Tea Expansion Plan

Q&A TIME

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PLEASE SAY YES!