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3. BUSINESS MODEL.
An empathy map is a useful tool that helps putting ourselves in the head of our prospective customer, with the purpose of getting an deeper insight of what their needs are. This tool is a first step to develop a business model. Table I shows an empathy map of our potential clients a working mother, in her early thirties, married and with a toddler.
After having a clear view of our customer’s needs, we proceed with a second step a Business Model Canvas. This an important tool to define and express a business idea in an easier visual chart. Table II shows OHANA Play Café business model canvas, including our value propositions.
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Table 1 OHANA Play Café. Customer Empathy Map.
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Table 2. OHANA Play Café. Business Model Canvas.
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Entertainment for both parents and children. A fun place where parents can take their children to spend a coffee afternoon. A weekend destination of easy access in the city.
Relaxed Atmosphere. A harmonious and relaxed environment for adults to enjoy a cup of specialty coffee and snacks without the need to look after their children. At OHANA Play Café parents can sit and talk at the adult zone, while their kids are playing in the kiddie area under the supervision of our trained staff of “OHANAsitters”.
Kiddie Area. An interactive indoor playground area for kids to have fun and learn as they play. The Kiddie Area is divided in two sections, one for babies from 10 months to 3 years old and the other one from 3 to 6 years old. There will also be a Reading Corner with interactive books and tablets for older kids to play.
Playground Special Design. Playground design based on Montessori teaching method.
Toys and books at OHANA Play Café will help kids to develop self-learning and cognitive skills, to discover and explore by playing with materials and blocks.
Various Cultural and Entertainment Program. We will promote special activities for popular seasons such as Easter, Christmas, Mother’s Day, etc. for parents to bring their kids. Also, special offers for grandparents and seniors who bring their grandchildren during weekday afternoons.
Coffee Bags Sales. Opportunity for the micro and small coffee producers that work with us to promote their products. A chance for them to promote their brand in exchange for small fee of intermediator.
3.2. Key Activities
Indoor Playground. Two sections in the kiddie area according to age range, and a reading corner. This activity will provide our customers entertainment, as the kids will have an interactive playground to play and learn. The kiddie area will have the Montessori toys and books, to have an special design.
Specialty Coffee. Produced with high quality from our local farmers. In addition to consume our coffee at the shop, our customers will be able to purchase coffee bean bags
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from our producers. The coffee aroma along with the comfortable chairs in the adult zone will create the relaxed atmosphere for our clients.
Healthy Food. Diverse menu with healthy options for kids and adults. Vegetarian and gluten free options available.
Customer Service. Qualified staff to make feel our customers valued. To guarantee entertainment for both parents and kids, we will promote trainings for our human talent our company values and culture. In addition, our OHANAsitters who are in charge of looking after the kiddie area will receive courses about Montessori teaching method and techniques.
Event Planning. The opportunity to celebrate birthdays, kids parties and baby showers at our venue. In addition to the cultural and entertainment programs for special seasons like Christmas workshops, etc.
3.3. Customers
Customer Segment
OHANA Play Café main target is families with small children up to 8 years old. Within this group, we aim to attract millennial parents, specially working mothers that seek for a place to relax and enjoy “ME time”, where their children are welcomed and will be happy as well.
In the case of El Salvador´s market, the working population PEA between the ages of 25 to 44 years old is 1.38 million, which represents the 46.9% of the whole PEA population.
Among these 1.38 million, 43% are women –potential working mothers-. In addition, we will offer special promotions for seniors to attract grandparents who take care of their grandchildren, while their parents are working.
Customer Relations and Channels
At OHANA Play Café we want our customers to feel welcomed and valued. Thus, we aim for high quality in our customer service. We will have certified baristas to prepare the coffee drinks and qualified OHANAsitters, who will be trained in the Montessori teaching method, so they can guide kids to play and explore in the kiddie area. In addition, we will have special offers for our loyal customers and followers, such as frequent client card for coffee-beverages and OHANA kiddie membership.
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As millennials rely on social media and online search, we´ll build a strong social media network. Our Facebook page will promote events, activities and special offers. In addition, we´ll post recommendations and trends about kid´s food, toys, learning techniques and the Montessori method. In addition, our website will have a blog section for our customers to share their experiences, ask questions in a parent community.
In addition to a coffee shop, OHANA Play Café will offer the venue rental for event. We will have co-creation with our clients about the ideas they have to celebrate their kids birthday party, school graduations, religious ceremonies, baby showers, etc. Also, ask our customers opinions about future events or programs they would like us to host.
Our main communication channels will be social media Facebook, Instagram and our website. We will also promote our business in the private schools or kindergartens.
3.4. Key Partners
Suppliers. Establish a strong relationship with our raw materials suppliers, such as
PriceSmart wholesaler and local farmers to guarantee fresh products at an accessible price.
In addition for event planning, we need to outsource with an kids entertainment agency to offer clown, entertainers or face painting, etc. Also, outsourcing security services, as El Salvador violence rate requires a private security guard at the entrance to guarantee customers and staff safety.
Coffee Micro and Small local producers. “Make a difference” is one of our core values.
Thus, we will support small producers by buying their coffee beans to promote
community sustainability. In addition, our coffee suppliers will have the opportunity to sell their coffee bean bags at our coffee shop. Therefore, collaboration and transparency in communication are vital to keep the flow of coffee beans between the estates and our café.
Salvadoran Coffee Agency. This is the official Government´s agency for coffee promotion. They offer certifications and have established a “coffee school”, where our staff can learn to become baristas or new techniques. In addition, they organize the National Barista Championship –a competition that is becoming more and more popular-.
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The person who wins this not only gains recognition for themselves, but for the coffee shop they work.
CONAMYPE. El Salvador´s Government Agency for promotion and protection of micro and small enterprises. Despite being registered as a corporation, OHANA Play Café currently qualifies as a MYPE26, due to our staff quantity that is less than 10 employees.
Thus CONAMYPE promotes activities for entrepreneurs and is in charge to apply and supervise MYPEs benefits in tax and others.
Private schools. We can promote our company at certain private schools, offering special discounts for kids studying there. As our target customers have middle and upper class, is expected that their children will attend specific schools, mostly bilinguals. Many of these schools promote the Montessori teaching method, therefore an alliance with these schools is a win- win marketing opportunity for both.
3.5. Cost Structure
Equipment. For kitchen appliances, coffee makers and utensils.
Furniture and Décor. Two type of decorations one for the adult zone and another one for the kiddie area. In addition, it has to be flexible furniture to be able to adjust for different event planning service.
Playground toys and facilities. Different type of toys according to the two sections.
Also, the space for older kids 7-8 in the Reading Corner with books and tablets.
Labor expenses. Fixed salary for employees with two annual bonus. Rotational schedule for baristas and OHANAsitters.
Facilities. Monthly rental fee.
Raw materials expense. Food, drinks and coffee beans purchases.
Logistics and Outsourcing. Contract for private security services and alarm with COSASE security company.
Debt. The monthly payment for bank loans or our sponsors.
Event management. Special supplies for parties, entertainers, cake, etc.
26 MYPE: Micro y Pequeña Empresa. Micro and Small Enterprise
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3.6. Revenue Streams
Our main revenue is from the sale our services that include: food, drinks, coffee, fee to enter kiddie area, rental fee for event and event planning. In addition, we will receive a small commission in the sale of the coffee bags.
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OHANA Play Café aims to provide an integral experience for our customers, entertainment for both adults and kids. Thus, we´ll provide four main products and services
4.1. Specialty Coffee
One of OHANA´s company values is to “make a difference”, by purchasing our coffee from small and medium producers, we will support and promote community sustainability. Thus, we´ll begin with one coffee bean supplier “Finca Los Andes”. Finca Los Andes is a small state located in Apaneca, a town located on the west border of El Salvador. With a latitude of 1455 meters above sea level and surrounded by the mountains of Apaneca-Ilamatepec, this town is recognized by its highly coffee quality. Los Andes state grows Arabica coffee beans in four varieties Bourbon, Catimor, Pacas and Pacamara. The last two varieties are original from El Salvador, being Pacamara a main variety to promote.
Pacamara is a hybrid cross between Pacas and Maragogipe coffee beans, developed by the Salvadoran Institute for Coffee Research (ISIC) in 195827. The name Pacamara is the combination of the first four letters of the two coffee bean parents “PACAs” and
“MARAgogipe”. Pacamara has a fragrance of jasmine and peach, a honey aroma and sweet and complex chocolate flavor. Its vibrant acidity and honey-cinnamon aftertaste, makes Pacamara an attractive option for Salvadoran consumers that enjoy high quality coffee.
The high quality in Finca Los Andes not only comes from the varieties of coffee beans, but also from their eco-friendly production process, using an artisan method of handmade sun dried and roasting of the coffee bean. Finca Los Andes has an extension of 25.2 hectares, producing 10 to 15 golden quintals28 of coffee per hectare. Finca Los Andes production capacity allows to supply OHANA Play Café for a year. They also pack ground coffee bags for final consumption, which we´ll sell in our store. In addition, Finca Los Andes is an small hostel entrepreneur with three wood cabins that promote ecotourism, gaining brand awareness among customers. This
27 Salvadoran Coffee Agency. Coffee Varieties in El Salvador. http://www.csc.gob.sv/variedades/
28 Golden Quintal is a unit mass to measure the coffee beans that are ready to consume. In El Salvador, a quintal –referred also as hundredweight- is equivalent to 46kgs.