素食餐廳商業計劃書 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. sit. y. ‧. ‧ 國. 學. Nat. 素食餐廳商業計劃書 n. al. er. io. Vegetarian Café Business Plan. Ch. engchi. i n U. v. Student: Mert Akar Advisor: Professor Jack Wu. 中華民國一〇八年六月 June 2019. DOI:10.6814/NCCU201900220.

(2) 素食餐廳商業計劃書 Vegetarian Café Business Plan. 研究生：柯穆騰. Student: Mert Akar. 指導教授：吳文傑. Advisor: Jack Wu. 政治大. 學. ‧ 國. 立. 國立政治大學. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. sit. y. Nat. er. io. A Thesis. n. a l to International MBA Program Submitted iv n. C. NationalhChengchi i U e n g c hUniversity. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一〇八年六月 June 2019. DOI:10.6814/NCCU201900220.

(3) . Acknowledgements To my parents and sister, always support me. To all the professors in NCCU, teach me business management knowledge. To my thesis advisor, Professor Jack Wu, give me advice and mentorship. To all staffs in IMBA office, help me to deal with lots of things. To all my classmates and friends, give me different perspectives of life.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i. i n U. v. DOI:10.6814/NCCU201900220.

(4) . Abstract Vegetarian Café Business Plan By Mert Akar “Such a Peach Vegetarian Café” is a vegetarian café in Taipei that sells only fresh and healthy vegetables and fruits. It is a new concept café that serves not only bowl and smoothie by. 政治大. offering “create your own meal” concept, but also the cozy and relaxing minimalist. 立. environment makes each customer relieved after a tired day or a tired work-out.. ‧ 國. 學. Such a Peach is definitely the only choice for the health-conscious people, who are interested. ‧. in fitness, any kind of sports, yoga, and daily diet. We bring health to your life!. sit. y. Nat. This business plan is prepared for the initial launch of above concept. It provides the. n. al. er. io. information of company background, start-up costs, market analysis, customers’ preferences. v. and projected growth. The owner will invest around NTD 1.000.000 to cover all start-up costs and operational expenses.. Ch. engchi. i n U. Keywords: Such a Peach, Vegetarian, Cafe, Business Plan, Healthy Food. ii. DOI:10.6814/NCCU201900220.

(5) . TABLE OF CONTENTS 1. Executive Summary ..............................................................................................................1 2. Company Overview ..............................................................................................................2 2.1. Mission.............................................................................................................................2 2.2. Vision ...............................................................................................................................2. 政治大. 2.3. Core Values ......................................................................................................................2. 立. 2.4. Company Objectives ........................................................................................................3. ‧ 國. 學. 2.5. Company Ownership .......................................................................................................3. ‧. 2.6. Menu ................................................................................................................................3. sit. y. Nat. 2.7. Design ..............................................................................................................................5. n. al. er. io. 2.8. Logo .................................................................................................................................6. i n U. v. 2.9. Location ...........................................................................................................................7. Ch. engchi. 3. Product & Price.....................................................................................................................8 3.1. Product List ......................................................................................................................8 3.2. Product Price ....................................................................................................................9 4. Marketing Plan.................................................................................................................... 11 4.1. Market Analysis ............................................................................................................. 11 4.2. SWOT Analysis .............................................................................................................13. iii. DOI:10.6814/NCCU201900220.

(6) . 4.3. Porter’s Five Forces .......................................................................................................14 4.4. Competitor Analysis.......................................................................................................16 4.5. Target Market Segment Analysis ...................................................................................16 4.6. Marketing Strategies ......................................................................................................19 5. Business Model ....................................................................................................................21 5.1. Value Proposition ...........................................................................................................22. 政治大 5.2. Customer Segment .........................................................................................................23 立. ‧ 國. 學. 5.3. Channels.........................................................................................................................25 5.4. Customer Relationship ...................................................................................................26. ‧. 5.5. Revenue Streams............................................................................................................27. y. Nat. al. er. io. sit. 5.6. Key Partners ...................................................................................................................27. n. 5.7. Key Activities.................................................................................................................27. Ch. engchi. i n U. v. 5.8. Key Resources ...............................................................................................................28 5.9. Cost Structure.................................................................................................................29 6. Financial Plan ......................................................................................................................30 6.1. Projected Cost ................................................................................................................30 6.2. Projected Profit and Loss ...............................................................................................31 6.3. Projected Cash Flow ......................................................................................................31 6.4. Scenario Analysis ...........................................................................................................32. iv. DOI:10.6814/NCCU201900220.

(7) . 6.5. Break-Even Analysis......................................................................................................34 6.6. 5-year Profit Projection ..................................................................................................35 6.7. Exit Strategy...................................................................................................................35 6.8. Future Growth Prospects................................................................................................36 7. Appendix ..............................................................................................................................37. 政治大. 8. References ............................................................................................................................38. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. v. i n U. v. DOI:10.6814/NCCU201900220.

(8) . List of Figures and Tables Figure 1: Possible Interior and Exterior Plan..............................................................................5 Figure 2: Such a Peach Vegetarian Café Logo............................................................................6 Figure 3: Possible Locations (Section 1&2) ...............................................................................7 Figure 4: SWOT Analysis .........................................................................................................14 Figure 5: Porter’s Five Forces Model .......................................................................................15. 治政 Table 1: Menu ............................................................................................................................. 4 大立 Table 2: Ingredients of Menu ......................................................................................................8 ‧ 國. 學. Table 3: Cost of Products ............................................................................................................9. ‧. Table 4: Competitor’s Analysis .................................................................................................16 Table 5: Results of Attributes for Customers Selecting Vegetarian Restaurants ......................18. y. Nat. io. sit. Table 6: The Business Model Canvas of the “Such a Peach Cafe” ..........................................21. n. al. er. Table 7: Primary Factors Related to Choosing a Vegetarian Diet.............................................23. Ch. i n U. v. Table 8: Primary and Contributory Motivations for Vegetarianism .........................................24. engchi. Table 9: Budget of Participants for Choosing Vegetarian Restaurants .....................................24 Table 10: Projected Profit & Loss Statement ............................................................................31 Table 11: Cash Flow from 2020 - 2024 ....................................................................................32 Table 12: Such a Peach Cafe's Break-Even Point .....................................................................34 Table 13: 5-year Profit Projection with Income Statement .......................................................35. vi. DOI:10.6814/NCCU201900220.

(9) . 1. Executive Summary Vegetarians are committed to a life without meat. There are different levels of vegetarianism. Some people don't eat meat at all, some just eat eggs and drink milk, and some just eat fish. Apart from these, there are also vegans. Vegans stay away from all animal products. It is quite difficult for people to find a restaurant where they can eat vegetarian food. Opening vegetarian restaurant can be a good business plan by targeting this narrow audience. Vegetarian restaurants dilute the mouth of those who want to establish a business in a less competitive and profitable sector.. 立. 政治大. ‧ 國. 學. Such a Peach Café is a vegetarian restaurant which always provides fresh organic fruit and vegetables in the bowls. We offer 3 fixed bowls meal and 3 fixed smoothies. Moreover. ‧. customers can create their own bowls and smoothies with different flavors and ingredients. sit. y. Nat. shown in our menu that are selected by them one by one. The market size of vegetarian in. n. al. er. io. Taiwan is 15% of population, and the size is still growing in the recent times. There is a huge. v. demand for vegetarian restaurants not only in Taiwan but also the rest of the world since more. Ch. engchi. i n U. and more people have health and environment awareness. More in particular, we would like to convey our thoughts through our cafe as “to be healthy, eat veggie” and “don’t waste, pollute less”. The café positions itself as a healthy and fulfilling dining place. We plan to open the cafe in “Daan” where the yoga studios predominant in Taiwan.. 1. DOI:10.6814/NCCU201900220.

(10) 2. Company Overview Our Café provides vegetarian food with high quality, fresh, organic vegetables and fruits for bowl as meals and smoothies as beverages. Our products include many kind of ingredients that are selected by customers to create their own meals.. 2.1. Mission Such a Peach Café will be an inspiring cafe, combining an eclectic atmosphere with excellent. 政治大. and interesting food created by customers by own. Customer satisfaction is our primary. 立. objective. We offer authentic uplifting experiences and convenient solutions to help people to. ‧ 國. ‧. 2.2. Vision. 學. eat and live healthier and to achieve the ideal lifestyle they pursue.. sit. y. Nat. To position ourselves as a vegetarian bowl restaurant that welcomes people that look for healthy. n. al. er. io. food and beverages, pay attention to their health, want to create their own meal to eat whatever. v. they want. Moreover we offer organic quality fruits and vegetables in a friendly environment and a clean place.. Ch. engchi. i n U. 2.3. Core Values -. Authenticity; organic and fresh ingredients, flavors and ambience. -. Service & Products; effective, friendly, fast and healthy. -. Exceptional quality; good quality product and always fresh. -. Loyalty; repeat customers with word-of-mouth marketing to bring in more customers. 2. DOI:10.6814/NCCU201900220.

(11) . 2.4. Company Objectives The objectives of Such a Peach Cafe are as follows: -. Keeping food costs at or less than 35% of revenue. -. Achieving break-even from 2nd year onwards. -. Increase sales for the second year by 20%. -. Expand business with other B&B, hospitals, nursing houses or yoga studios in the 3rd year. 政治大. -. Achieve a regular customer number 50 people per day. -. Build a solid brand image through high quality products. 立. ‧ 國. 學. 2.5. Company Ownership. ‧. Our café will be registered as a Limited Liability Company (LLC) in Taiwan. The ownership of. Nat. sit. y. the company is partnership, including the founder Mert Akar current IMBA candidate from. al. n. as a salesperson.. er. io. National Chengchi University and partner Maria Bazhkova who has experience in food sector. Ch. engchi. i n U. v. 2.6. Menu We offer 3 fixed bowls as meal and 3 fixed smoothies as beverage in our menu. In addition to fixed food, we offer all ingredients that are used in meal and smoothie for customer to create their own bowls and smoothies. Our draft menu is shown in below including 3 fixed bowls, 3 fixed smoothies and ingredients:. 3. DOI:10.6814/NCCU201900220.

(12) . Table 1: Menu BOWL BASE. GREENS. Quinoa (1cup). - Kale (1cup) - Rucola (½cup) - Tomato (80g) - Baked pumpkin (½) - Baked Mungbeans (200g). Brown rice (1cup). - Spinach leaves (½ cup) - Purple Cabbage (1cup) - Cucumber (½) - Baked Bellpepper (½) - Baked green beans (200g). TOPPINGS. Tempeh (220g). 治 (½) 政 Avocado 大. 立. - Lettuce leaves (1cup) - Garden cress (½cup) - Baked chickpeas (200g) - Bakes asparagus (5pcs) - Carrot Slices (½). ‧ 國. 671 cal. - Cashew nuts (40g) - Dried basil (Handful). 735 cal. Sun dried tomatoes (1sp). y. 603 cal. sit. al. Ch. - Pineapple juice - Avocado - Kiwi - Banana - Honey - Goji berries. er. INGREDIENTS. n. 1 (Green). io. SMOOTHIE. - Pine nuts (Handful) - Dried cilantro (Handful). ‧. Marinated lemon grass tofu (220g). Nat. CALORIES. 學. Barley (1cup). PROTEIN. GRAMMAGE - 1 Cup -½ -1 - 1-1/2 - 1 Tea sp. - ½ Handful. engchi U. v ni. CALORIES. 322 cal. 2 (Tropical). - Melon juice - Strawberries - Banana - Papaya - Chia seeds - Cinnamon. - 1 Cup - 1/2 Cup -½ - 1/2 Cup - 1 Tbls - 1 Ts. 315 cal. 3 (Chocolate). - Almond milk. - 1 Cup. 395 cal. 4. DOI:10.6814/NCCU201900220.

(13) . - Blueberries - Banana - Stevia/Maple syrup - Coco powder - Raw cacao nibs. - 1 Cup -½ - 1 Tblsp - 1 Tblsp - Handful. 2.7. Design Our floor plan will be as much as plain like yoga studios. There will be total 14 seats. This cozy. 政治大. ambiance and color theme will give relaxation and tranquility to the customer’s soul. Sitting on. 立. our comfortable couch and listening our light music with our healthy food will release your. ‧ 國. 學. pressure and bring not only physical but also mental health to each customer. Since our store is the most important eye-catching element, we will devote special attention to it,. ‧. on a design point of view, and then need to be visually appealing and very innovative interior. Nat. sit. y. design. It has to be visually attractive and outshine our competitors, be a comfortable place. n. al. er. io. where we will excite the 5 human senses. Here is our possible interior and exterior plan:. Ch. engchi. i n U. v. Figure 1: Possible Interior and Exterior Plan. 5. DOI:10.6814/NCCU201900220.

(14) . 立. ‧. ‧ 國. 學. 2.8. Logo. 政治大. n. er. io. sit. y. Nat. al. Ch. engchi U. v ni. Figure 2: Such a Peach Vegetarian Café Logo. 6. DOI:10.6814/NCCU201900220.

(15) . 2.9. Location As a general rule the ideal locations we will be looking for is in; -. Distance of fitness centers and yoga studios. -. Close to a university on a commercial walking street. -. Distance of medical facilities and health centers. -. Business district with neighboring big office buildings. Possible locations are selected according to yoga studio’s predominant places in Taiwan which. 政治大. is Daan district shown in below figure:. Figure 3: Possible Locations (Section 1&2). 學. ‧. ‧ 國. 立. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 7. DOI:10.6814/NCCU201900220.

(16) . 3. Product & Price Fruits and vegetables are the main material of our products. Most of our fruits and vegetables are made in Taiwan. We cooperate with local farmers and farmer associations to get the fresh and high-quality products. In addition to that we can get the best price directly from the wholesaler to save the cost. All smoothies and bowls are made by 100% pure, fresh fruit and vegetables. We use cold press to make juices for our smoothies which helps to protect more pulps and fibers, as well as some. ingredient added in our smoothies, such as smoothie powder.. 學. ‧ 國. 治政 nutrients from the fruit skin. Hence, it is a more healthy 大 and nutritious drink than common fruit 立 juice, which is highly recommended for those health-conscious people. There is no artificial ‧ Table 2: Ingredients of Menu. er. io. aRed Green i v Orange Fruits l C n Vegetables h e n g c Fruits hi U. n. Green Vegetables. Orange Vegetables. - Kale. - Beans. - Broccoli - Spinach. sit. Nat. The ingredients mentioned in “Menu” part are listed below:. y. 3.1. Product List. Red Fruits. - Tomato. - Kiwi. - Pineapple. -Strawberry. - Carrot. - Bell pepper. - Avocado. - Mango. -Blueberry. - Chickpeas. -Purple Cabbage. - Apple. - Papaya. -Pomegranate. - Cucumber - Pumpkin. - Grape. - Melon. - Lettuce. - Banana. - Peach. - Asparagus . - Orange. 8. DOI:10.6814/NCCU201900220.

(17) . 3.2. Product Price To calculate our cost of goods sold, “Bowl number 2” and “Smoothie number 2” in the menu taken as references. 50 bowls and 50 smoothies are calculated as number of daily sales in our moderate case (more details in 6.4. Scenario Analysis part). According to this moderate case, below table shows approximately costs of goods sold daily, monthly and annually. All ingredients in the menu are shown in “Appendix 1” with calories and prices.. 政治大 Amount Cost (NTD) Menu Price (NTD). Table 3: Cost of Products Ingredients. 20. Spinach leaves. 1/2 cup. 10. 20. Purple cabbage. 1 cup. 12. Cucumber. 1/2. 5. Baked bellpepper. 1/2. 10. Baked green beans. 200gr. 10. 1/2. 15. 40gr. 30. Handful. 5. 10. sit. y. 20. er. al. n. Dried Basil. io. Cashew nuts. 20. ‧. Avocado. Nat. 10. 學. Bowl. 1 cup. ‧ 國. 立. Brown rice. v ni. 20 25 50 10. Ch. Daily cost. 5.350. 9.750. Monthly cost. 133.750. 243.750. Annual cost. 1.605.000. 2.925.000. i U e n g c h107. TOTAL. 9. 195. DOI:10.6814/NCCU201900220.

(18) . Smoothie. Pineapple Juice. 1 cup. 20. 40. Avocado. 1/2. 15. 25. Kiwi. 1. 10. 25. Banana. 1,5. 10. 25. Honey. 1 tea sp.. 5. 10. Goji berries. 1/2 handful. 12. 30. TOTAL. 72. 155. Daily cost. 3.600. 7.750. Monthly cost. 90.000. 193.750. Annual cost. 2.325.000. TOTAL (Bowl & Smoothie) Cost (NTD) Menu Price (NTD) 8.950. Monthly cost. 223.750. Annual cost. 2.685.000. 17.500. 437.500. ‧. Daily cost. 學. ‧ 國. 立. 1.080.000 政治大. 5.250.000. n. er. io. sit. y. Nat. al. Ch. engchi. 10. i n U. v. DOI:10.6814/NCCU201900220.

(19) . 4. Marketing Plan 4.1. Market Analysis Population: Taipei City is densely populated with a total of 2.8 million people as of May 20181. As the years pass, Taipei - the capital and the major economic center of Taiwanbecomes more and more international, bringing many new exciting things to the city. In addition to that, it is a city with diversity in ethnic aspects; foreign tourists, residents and business travelers can be seen all over the city; therefore citizens are more familiar with. 治政 foreign cultures. Although we are not targeting the entire 大population of Taipei, it still has a lot 立 of young working-classes who are our main customers. More detail about target customers ‧ 國. 學. will be discussed in “5.2. Customer Segment”.. ‧. Vegetarianism is not new to Taiwan but historically it was practiced mainly at ceremonial occasions. The General History of Taiwan, written by Lien Heng, and first published in 1920,. y. Nat. io. sit. recorded that the diet in Taiwan mostly followed that of Fujian and Guangdong provinces in. n. al. er. China, from whence the ancestors of most Taiwanese originated. 2 These areas had. Ch. i n U. v. well-stocked fisheries along the coast and herds of deer in the mountains so, not surprisingly,. engchi. people were all meat-eaters. Usually at religious ceremonies people would abstain from meat. Vegetarianism in Taiwan probably derives from the religious practices of Buddhism and Taoism. In order to honor plant-based eating worldwide, People for the Ethical Treatment of Animals (PETA) nominated Taipei as Asia’s most vegan-friendly city in December 20163. Taiwan has undergone many different waves of “cultural baptism,” and thus it exhibits an eclectic taste for vegetarian cuisine. 1. Department of Social Welfare, Taipei City Government. 2. http://www.taiwanembassy.org/ct.asp?xItem=41224&ctNode=3483&mp=62&nowPage=1&pagesize=30. 3. http://www.taipeitimes.com/News/feat/archives/2018/02/13/2003687547. 11. DOI:10.6814/NCCU201900220.

(20) . There are a growing number of vegetarians worldwide; thus, vegetarian products on the market, huge vegetarian supplying anything a vegetarian might desire, from veggie substitutes for chicken, duck, fish, pork and beef to canned goods and instant noodles. With rising health-consciousness, vegetarian restaurants are enjoying a boom and are everywhere one turns. These range from serve-yourself cafeterias to vegetarian hot-pot joints to restaurants specializing in Chinese, Japanese or Western vegetarian cuisine. There are even versions of the one-price “all you can eat” restaurants now all the range. People become vegetarian for. 政治大. different reasons. In the early times, most of the people in Taiwan became vegetarian because. 立. of basic religion principle such as Buddhist practices that are related to why most full-time. ‧ 國. 學. vegetarians in Taiwan have chosen their diets, and why many more people abstain from meat on the first and 15th of every month. However, more and more people are aware of how. ‧. standard fare not only hurts our health but also harms the environment and supports cruelty to. Nat. sit. y. animals. In particular, as for health reason, a healthy vegetarian diet can decrease the risks and. n. al. er. io. symptoms of many chronic diseases such as diabetes and heart disease. As for the. i n U. v. environment reason, many environmentalists assert that the large scale meat and poultry. Ch. engchi. production is environmentally unsustainable. They point to issues with water quality, waste disposal, overuse of antibiotics, and other concerns. Since we plan to open our cafe in Taipei City, it is estimated that there will be 11% of Taipei population (2.7 million x11%), 300.000 are eating vegetarian. To some extent, the growing vegetarian population in Taiwan mirrors the global trend of health consciousness. Furthermore, based on report, Taiwan is ranked third place in the world’s most vegetarian friendly places that India and Israel are first and second place, respectively4. 12% of Taiwan’s population 4. https://www.worldatlas.com/articles/countries-with-the-highest-rates-of-vegetarianism.html. 12. DOI:10.6814/NCCU201900220.

(21) . observes a vegetarian diet and over 6,000 establishments which cater to vegetarians are operational in the nation. Hokkien, Hakka, and Buddhism vegetarian practices have helped to cultivate a plant-based culture in the nation. In 2007, Taiwan joined India and Sundarapore in instituting a meat ban. Taiwan has strict food labeling laws as they pertain to vegetarian food. The country is home to a famous movement dubbed "one day vegetarian every week" that has benefited from local and national government support. Taiwan’s large Buddhist population is considered one of the main reasons why Taiwanese. 政治大. avoid meat. Health reasons, food allergies and skepticism toward the safety of food due to the. 立. past food scandals are other reasons to go vegetarian.. ‧ 國. 學. According to HappyCow, which is a crowd-sourced review portal for vegans and vegetarians (www.happycow.net), there are more than 800 vegan and vegetarian restaurants in Taiwan5.. ‧. Taipei offers 230 restaurants that are completely plant-based and put a strong emphasis on. Nat. sit. y. health. Considering this number, Taipei can definitely compete with other Asian capitals,. n. al. er. io. which have been praised for their vegan friendliness, such as Singapore, which offers 700. i n U. v. vegan and vegetarian restaurants, placing second in PETA’s ranking.6. Ch. engchi. 4.2. SWOT Analysis Before coming up with detailed marketing plans, a self-analysis is necessary. Performing a SWOT analysis would be helpful to identify the strengths and weaknesses of the cafe, which also affects the directions and methods of marketing campaigns. Based on the industry analysis, the products we want to provide and the way we want to do it, we elaborated a SWOT analysis to see where our cafe stands as a startup in the food industry. 5. https://www.happycow.net/asia/taiwan/taipei/?filters=vegan-vegetarian. 6. http://www.taipeitimes.com/News/feat/archives/2018/02/13/2003687547. 13. DOI:10.6814/NCCU201900220.

(22) . Strengths. Weaknesses. - Quality ingredients with a new concept. - Organic fruits and vegetables have high cost. - A variety of tasty and healthy dishes. - Higher product price compared to fast-casual restaurants. - Provides a wide selection to chose from. - No brand recognition publicly in the beginning. - Positioning as healthy, cultural and environmental dining place. 立. 政治大 Such a Peach Cafe. ‧ 國. 學. Opportunities. Threats. - Good location, close to targeted customers. ‧. - Barrier of entry isn't high competitors can easily imitate the concept. - No competitors with same concept. n. Ch. - Restaurant and bar industry in. Taiwan keeps growing. engchi. sit. er. io. - Very good economic environment of Taiwan; economy keeps growing, low inflation, stable exchange rate. al. - There are another vegetarian restaurants which can add our concept in their menu easily. y. Nat. - Increase of healthy habits will provide more potential customers. i n U. v. Figure 4: SWOT Analysis. 4.3. Porter’s Five Forces Threat of entry by potential competitors and substitute products; Our business has the first mover advantage since there are no identical “create by yourself – vegetarian bowl & smoothie” concept cafes in the market. However, there are other types vegetarian restaurants can be substitute ours in the consumers’ mind. But still our concept will be more enjoyable 14. DOI:10.6814/NCCU201900220.

(23) . and catchy. Moreover, our products could be replicated by our competitors or even by the entry of new ones; for this reason, it is very important for us to differentiate to the rest by offering high quality in our product service, and creating a unique environment for the customers in the following years. Power of supplier of raw material; Cost advantage with economic scale, high prices for organic fruits and vegetables, suppliers provide to similar products and it is possible to switch or have backup suppliers.. 政治大. Bargaining power from buyers; Change of the customer taste and preference had created new. 立. demand for better products and services, more vegetarian options causes low customer loyalty,. n. al. y. sit. io. HIGH. er. Nat. Threat of New Entrants. Bargaining Power of Buyers HIGH. ‧. ‧ 國. Mouth.. 學. consumer behavior is easily influenced by budget constraints, strong impact from Word of. C h Competitive U n i engchi Rivalry. v. Threat of Substitutes. MEDIUM. MEDIUM. Bargaining Power of Suppliers LOW Figure 5: Porter’s Five Forces Model. 15. DOI:10.6814/NCCU201900220.

(24) . 4.4. Competitor Analysis Our café offers a good variety of choices in its menu both healthy dining dishes and drinks for customer. We also offer differentiation of providing solutions for special diets and food allergies, which is a more advanced service among the competitors as well by offering “create your own meal” concept. This concept separates us from the others.. Table 4: Competitor’s Analysis. Products. Bowl - Smoothie. Price Location. Urban Culture 政治大. Oh Cha Cha. Plants. Bowl-Burger-Salad- HamburgerDessert Western- Italian. Fusion- Dessert. 300 – 400nt. 350 – 450nt. 400 – 500nt. 300 – 500nt. Daan. Zhongzheng. Daan. ‧ 國. 立. Daan. Nat. sit. y. ‧. Such a Peach Café. 學. Factor. n. al. er. io. When the vegetarian lifestyle starts to appeal to people for reasons other than religious piety,. i n U. v. people are freer to experiment with new kinds of food and this, in turn, will influence the. Ch. engchi. kinds of food available. Currently, creativity and quality have played major roles in winning over more dinners to vegetarian fare. But being delicious and offering different experience is always the prerequisite as we will do.. 4.5. Target Market Segment Analysis The selfless sacrifice of these young people, and their tenacious adherence to their ideals, also reflect the vitality of the new generation. As the world greets the vegan wave, fortunately Taiwan will not only be present, it also has the potential to serve as the leader of Asia’s green 16. DOI:10.6814/NCCU201900220.

(25) . revolution.7 Food safety has become people’s greatest concern in Taiwan as there were many food safety scandals disclosed. Such a Peach Cafe will buy safe and fresh materials from reliable suppliers, cook meals and in a healthy and safe way to protect health of customers. We will also promote healthy eating and living concepts and tips in its services and websites. Many people in Taipei nowadays are busy for works and do not have time to do shopping or to cook at home. Thus, our cafe can save time for customers to provide healthy meals and. 政治大. food materials for customers those particularly are doing sports like fitness, yoga etc. after. 立. work.. ‧ 國. 學. People can usually identify two smells at Taiwan's traditional vegetarian cafeterias, soybeans and Chinese herbs. But our meals will bring a totally new experience for customers.. ‧. According to research by National Yunlin University of Science and Technology8 about. Nat. sit. y. “Investigating Consumer Preferences in Choosing Vegetarian Restaurants Using Conjoint. n. al. er. io. Analysis” showed us the result of consumer’s behavior to choose vegetarian restaurant. They. i n U. v. include the following five attributes: 1) food quality, 2) cuisine style, 3) health concept, 4). Ch. engchi. restaurant design, and 5) environmental protection. These five attributes were the top five most important ones when selecting vegetarian restaurants. They requested that from respondents choose the 5 most important attributes by ranking those items when searching for a vegetarian restaurant. Order 1 means the most important attribute and order 5 is the least important attribute. Then they used reverse scoring: order 1 is given a score of 5, and order 5 is given a score of 1. The results are shown below table.. 7. https://www.taiwanembassy.org/se_en/post/1583.html. 8. https://file.scirp.org/pdf/CUS_2014092613391524.pdf. 17. DOI:10.6814/NCCU201900220.

(26) . Table 5: Results of Attributes for Customers Selecting Vegetarian Restaurants. Total Scores 180 160 140 120 100 80 60 40 20 0. Total Scores. 立. 政治大. ‧ 國. 學. The findings of this study indicate that Taiwanese who choose vegetarian restaurants prefer to. ‧. lose weight, high food quality and food that is organic. They also prefer Chinese style cuisine especially cuisine method can help to lose weight, and restaurants that offer a simple design. y. Nat. io. sit. atmosphere, as well as these restaurants care about environmental protection. The most. n. al. er. important motivator and main consideration as well as attractiveness were “for health”, and. Ch. i n U. v. thought that the “food quality” is the relatively important factor of other vegetarian restaurants attributes.9. engchi. 9. https://file.scirp.org/pdf/CUS_2014092613391524.pdf. 18. DOI:10.6814/NCCU201900220.

(27) . 4.6. Marketing Strategies We intend to success by giving people a combination of excellent and interesting food in an environment that appeals to a wide and varied group of Midtown demographics. Our main focus is to increase customers’ awareness in the surrounding communities starting from closest yoga studios first around our cafe. We will direct all of our tactics and programs toward the goal of explaining who we are and what we do. We will keep our standards high and execute our concept flawlessly, thus word of mouth will be our main marketing force.. 政治大. This will be by far the cheapest and most effective of our marketing programs.. 立. V-label single certificate is the only certificate that is accepted by “The International. ‧ 國. 學. Vegetarian Union” (IVU).10 Companies take this certificate and try to make a difference in both the domestic market and export. We are going to take this certificate to prove our. ‧. product’s quality and try to make a difference in vegetarian sector in Taipei.. Nat. sit. y. During positioning of the product, it is important to understand and identify the four P’s of. n. al. er. io. marketing mix: product, price, place and promotion. We must make sure that the right product. i n U. v. is in the right place and price competitively with promoting in the right segment.. Ch. engchi. 4P - Product: As I mentioned product in “3. Product” part, all ingredients will be vegetarian, providing healthy, fresh, green and organic products and information to supply necessary and healthy products and information to those interested in healthy living. Our another strong point is we are offering something that convenient store doesn't have in Taiwan. 4P- Price: Remain affordable, while yielding cost saving differential, prices set to convey value and significance 4P- Place: As I mentioned about place in “2.10. Location” part, Such a Peach Cafe aims 10. https://www.v-label.eu/the-v-label-for-new-customers. 19. DOI:10.6814/NCCU201900220.

(28) . especially people those interested in doing yoga and have healthy eating habits. That is the first reason of deciding our location in Taiwan where the yoga studios are dominant. 4P- Promotion: To increase awareness of the company’s services to potential customers, we will use following channels; Social Media (Online Marketing): Social networks will be our tool for attracting customers. We will have business profiles on Facebook and Instagram. Internet marketing will drive potential customers who might have not seen our store yet to visit us and try our concept.. 政治大. Word of Mouth (WoM): Recommendation from customers who have tried and liked our. 立. products to others. Satisfied customers will become promoters of our products by. ‧ 國. 學. recommending them to their family and friends.. Commercial/Discounts: To gain potential customers’ awareness, during weekends we will. ‧. hand out flyers with discounts or coupons at the yoga studios’ entrances. These brochures will. Nat. sit. y. be delivered inside or nearby the gym, yoga studios and beauty salons. People who go to gym. n. al. er. io. or yoga are the high ratio group of health concerned and body figure concerned. They will be. i n U. v. definitely interested in our products. Moreover, we make some agreements with yoga studios. Ch. engchi. to introduce ourselves; in return of our commercial, some discounts can be provided to yoga instructors. There will be joint marketing with the yoga studios. The goal of promotional strategy is to reach greatest number of potential customers through most economical use of resources. Thus, a variety of promotional avenues will be used, such as publicity, social media and word of mouth, to attract the target customers to be repeat customers. The strong personal connections and networks of shareholders will also be leveraged in the promotion plan.. 20. DOI:10.6814/NCCU201900220.

(29) Key Activities Propositions. Value. feedbacks, WoM. - Through website’s. Customer Relationships. - Vegetarians. Segments. Customer. and fresh product. - Organic, quality. - Website & social media. - Physical location. Channels. habits. healthy eating. y. Key Partners -Provide high - Authenticity in. - Make difference. sit. - Local fruit and quality ingredients. er. vegetable suppliers. - People those. interested in fitness. - Listening to customer to. create more food variations. and yoga. - Identify, approach, our products and. - Creating satisfied. - People those have. - Fitness centers. environment for customers. and yoga studios. Key Resources - Location. - Human resources - Product material - Equipment - Social media. service. service engage suppliers ‧ 學- Good customer. Cost Structure. - Through our key partners. io. n. Revenue Streams. Nat. engchi. Ch. - Sales during cultural events and exhibitions, outside of. - Drinks and foods selling. - Marketing Expenses (website fee, adverts. etc.). - Fruit, vegetables and ingredients. 21. v shop.. 立. i n U. al. 政治大. - Equipment, furniture and decoration. - Rent expense. ‧ 國. 5. Business Model. Table 6: The Business Model Canvas of the “Such a Peach Cafe”. DOI:10.6814/NCCU201900220.

(30) . Our competitive advantage and differentiation from our competitors is not made out of one single element, but by the combined effect of various key elements that combined with a good management to create a solid and long term strategy for success. To analyze the different components of our business and how they come together to support our Business Plan we use the model suggested by “Business Model Canvas” and their 9 key elements detailed below.. 5.1. Value Proposition. 政治大. A successful business is the one that fills a need in the customer and the consumer is willing. 立. to pay for the services and goods we offer. We are in food business and we devote success to. ‧ 國. 學. the preference of our customer towards other available brands and options. Brand building is an essential element to create a sustainable and long term business.. ‧. Differentiation is what will set us apart from the generic vegetarian restaurant. We will be. Nat. sit. y. building our brand by focusing on 1) Quality; our products will have a positive price ratio to. n. al. er. io. our customers, 2) Marketing, that set us apart as experts in business, and creates an emotional. i n U. v. link with our clients, 3) Make difference, we will form a unique concept to satisfy all. Ch. engchi. customers by using “create your own meal” concept in our cafe. -. Authenticity in our products and service. -. Good customer service. -. Organic, quality and fresh product. Our value proposition for customers who buy our food and smoothies as our customer segment is that we will offer a high quality product that focused on meeting their expectation toward health and preferences.. 22. DOI:10.6814/NCCU201900220.

(31) . 5.2. Customer Segment Number of people those who care about their health and engaged in sports keeps growing year after year, and yet some needs have not been served. We will target these people living in Taipei, near or frequent the Daan area where the yoga and fitness studios are dominant. Our business model targets the following customers: - Vegetarians: This is our major targeted customer segment. We are targeting vegetarians as they have limited food in their diet and open mind to try something new as long as it is vegetarian.. 立. 政治大. - People those interested in fitness and yoga: we are targeting yogi and sports people as. ‧ 國. 學. they are the essential customer to buy healthy foods, and we provide the best products with high quality fresh fruits and vegetables to satisfy their high expectation.. ‧. - Teenagers, giving a new style of vegetarian food a try is considered fashionable or. Nat. n. al. Ch. engchi. er. io. means that a vegetarian diet will not go out of fashion.. sit. y. "cool". This might only be a current fad, and in addition to that growing health consciousness. i n U. v. Table 7: Primary Factors Related to Choosing a Vegetarian Diet Primary Factors Related to Choosing a Vegetarian Diet Motivations: - Health - Preferred taste - Ethics – animal welfare - Ethics – environment - Cost. Barriers: - Nutrition - Preferred taste - Convenience - Variety of foods. 23. DOI:10.6814/NCCU201900220.

(32) . Table 8: Primary and Contributory Motivations for Vegetarianism 0% 10% 20% 30% 40% 50% 60% 70% To reduce suffering of animals on… To eat a healthier diet in general To eat preferred foods. Primary Reason. To reduce impact on the…. Contributing Reason. To reflect spiritual or religious… To reduce my risk of cancer or… To eat less expensively To lose weight. 立. 政治大. * Source: Humane Research Council, 2018; additional details for all of the research studies cited in this report are available to registered users at www.humanespot.org. ‧ 國. 學. According to research of National Yunlin University of Science and Technology, about. ‧. consumer preferences of vegetarian restaurant11, the budget of customer’s willing to pay for. Nat. er. io. sit. y. restaurant is shown below table.. Table 9: Budget of Participants for Choosing Vegetarian Restaurants. n. al. NT $401 ~ NT $500. Ch. More than NT $551. Under NT $150. engchi. iv n U Under NT $150 (13%) NT $151 ~ NT $280 (43%). NT $281 ~ NT $400. NT $281 ~ NT $400 (33%). NT $151 ~ NT $280. NT $401 ~ NT $500 (9%) More than NT $551 (2%). 11. https://file.scirp.org/pdf/CUS_2014092613391524.pdf. 24. DOI:10.6814/NCCU201900220.

(33) . 5.3. Channels Through our social media platforms we will reach our customers to promote our products and they will be able to reach us in our store and online through our integrated website platform, by using that platform we will announce some promotions such as wheat grass juice by using cold press as wheat grass shots. Our another channel to introduce ourselves will be through companies such as yoga studios or fitness centers who do commercial or advertising about us as our customer segment is that we. 政治大. will offer them the opportunity to attract more customer. It will be win-win situation as. 立. partnership agreements.. ‧ 國. 學. Exposures to more potential customers can be increased by leveraging the existing customers base of the delivery service vendors. The internet users often like to take advantage of such. ‧. streamlined delivery services. Our café can increase sales via delivery service partners and. Nat. n. al. er. io. come in the café and become repeat customers of our café.. sit. y. also gets the opportunities to transfer the customers from online ordering to actual visitors to. i n U. v. With large segment of online food orders coming from mobile devices, it becomes inevitable. Ch. engchi. to have a mobile app for our online food ordering business. Thus “Such a Peach Café” offers both android and iOS mobile apps for customer, merchants and delivery staff to run a successful restaurant business to make difference against competitors. The website and app inform the customer of the food quality, duration of food preparation, and when the food is ready for pick-up or the amount of time it will take for delivery. Therefore ordering food will be easier and reachable in every time. Whenever customers want, they can order their food via application whether before workout or after workout.. 25. DOI:10.6814/NCCU201900220.

(34) . 5.4. Customer Relationship The core of our cafe’s policy is always having the customer in mind, in order to provide unique food that created by customers in a good environment. We will be in contact with our customers through our social media pages, where they can review our products and services. But in our cafe we believe the best feedback is the sales, so by studying the shopping behavior of our customers in our store and in our webpage, we will be able to manage our inventory stock in a way we can offer a greater variety of ingredients for increasing combination of bowls and smoothies.. 立. 政治大. We plan on creating and maintaining our customer relationship with the customer who buy. ‧ 國. 學. our products through building a loyal group of customer where our foods can always meet their expectation, and we will always improve and optimize our products through promotions. ‧. and special events to attract more new customers.. Nat. sit. y. We believe that the most important interaction with the client is the one that is made face to. n. al. i n U. their questions answered in a direct and professional way.. Ch. engchi. er. io. face, customers need to know first-hand the details of the product they are buying and have. v. Our ordering system will have the capability to receive orders online in advance to make it easier for the customers to order and faster to pick up in the store. Another service will be preorder especially to people those need food after a bit from their work-out and deliver whenever they want.. 26. DOI:10.6814/NCCU201900220.

(35) . 5.5. Revenue Streams Our revenue will come from the direct sales of our products, both in the brick-and-mortar store and the place where they order. Customers will get to have their products at a competitive price, and for the ones that visit the cafe, they will feel they get value for their money, because of the nice customer service and overall environment in the cafeteria. The other sources of revenue will come from the sales during cultural events and exhibitions, outside of shop.. 政治大. 立. 5.6. Key Partners. ‧ 國. 學. We believe that relationship is fundamental for a starting business, we need to build long term win-win relationships with our key partners who will contribute on their expertise to build and. ‧. grow our business. We will define as key partners; Local fruit and vegetable suppliers, fitness. Nat. sit. y. centers and yoga studios. We will make an agreement for section 1; “Hatha Yoga”, “Royal. n. al. er. io. Yoga”, “Nomad Om Factory”, “Kfree Studio”, “MoreFit”, “World Gym”, for section 2; “Yoga. i n U. v. Journey”, “Space Yoga”, “True Yoga”, “Eros Fitness”, “Fit Taiwan”, “Beyond Fitness”,. Ch. “World Gym”, “Lioness Studio”.. engchi. 5.7. Key Activities Our business will focus on the following activities: -. Provide high quality products which will be available for purchase. -. Identify, approach and engage suppliers. To achieve good operations standards reducing costs we will rely on available technology in point of sale, inventory management, price structure, online integration, and business 27. DOI:10.6814/NCCU201900220.

(36) . intelligence. Increasing public awareness of health and environmental protection issues, especially dietary concerns, means that ever-larger quantities of these foodstuffs are grown organically, to woo health-conscious consumers.. 5.8. Key Resources Our website and social media platforms will be one of our key resources for the following reasons:. 政治大. - By our social media platforms; we will be able to reach potential and actual customers,. 立. to inform them about our products and where to find us.. ‧ 國. 學. - Through our website we will introduce some tips for healthy life, introduce some healthy foods and smoothie recipes, and some posts for motivation.. ‧. - Product material: The core of our business will depend on our ingredients, which is the. Nat. sit. y. mostly local supplier to keep all ingredients as fresh as we can. This is the key resource to. n. al. er. io. make our products, and the unique flavor it brings is the essential attraction to the customer.. i n U. v. The abundant and convenient supplies of a great variety of seasonal vegetables and fruit also. Ch. engchi. contribute to the freshness and diversity of vegetarian food in Taiwan. - Equipment: As our essential differentiator from the other competitor will be the fresh food and smoothies, we will implement the equipment to prepare our food only after taking orders from the customer since the food will be specialized by customers. Also since we are in a new option in the market, and our store will not have a substantial big size, we will use the traffic of our location to generate business, one key resource that will be decisive in the success of our business is the location of our store. When looking for a location, we considered from the storefront traffic flow, distance of the fitness centers and 28. DOI:10.6814/NCCU201900220.

(37) . yoga studios, origin and destination, as well as surrounding competitors. Based on this information we can generate various sales estimates, to determine the highest possible rent for each location.. 5.9. Cost Structure The elements under the cost structure will be the major reference for us to determine our pricing strategy. The following costs are considered within our business model: - Website annual fee. 立. 政治大. - Equipment, decorations and furniture. ‧ 國. 學. - Ingredients bought for food at the store - Travels to contact suppliers or attend trade shows. ‧. - Fixed cost of salaries and rent. Nat. n. al. er. io. sit. y. - Advertisements costs. i n U. v. This business model will provide a steady and predictable revenue stream; inventory. Ch. engchi. management will not be a huge problem, as demand will be known and cost of goods can be reduced by buying in larger quantities.. 29. DOI:10.6814/NCCU201900220.

(38) . 6. Financial Plan 6.1. Projected Cost Start-Up Expenses. NT$. Start-Up Funding. NT$. Legal Registration. 20.000 . Start-Up Expenses to Fund. 210.000. License. 10.000 . Start-Up Assets to Fund. 790.000. Rents (2months). 100.000 . Total Funding Required. 1.000.000. Store supplies. 10.000 . Advertisement (grand opening). 20.000 . Assets. Renovation. 50.000 . Non-Cash Assets from Start-Up. Total Start-Up expenses. 立. 政治 Cash大Requirement from Start-Up 210.000. Additional Cash Raised NT$. Cash Balance on Starting Date. 學. Required Cash. ‧ 國. Start-Up Assets. NT$. 307.000 . Total Assets. Other Current Assets. 15.000 . Long-term Assets. 418.000 . Capital. Total Start-Up Assets. 790.000 . Investment Plan. Blender Total. -. y. NT$. Partner 1. Partner 2. 10.000 . 500.000. sit. NT$. er. al. n. Dishes. io. Short-term Assets. 307.000. 790.000. ‧. 50.000 . Nat. Start-Up Inventory. 483.000. v. 500.000. Total Investment Plan. C h5.000 e n g c h i 15.000. i n U. 1.000.000. Furniture. 200.000 . Refrigerator. 120.000 . Dish Dryer. 20.000 . Kitchenware. 15.000 . Cash register. 5.000. Sound system. 20.000 . Cold press machine. 18.000 . Ice maker machine. 20.000 . Total. 418.000 . Long-term Assets. NT$. 30. DOI:10.6814/NCCU201900220.

(39) . 6.2. Projected Profit and Loss. 2.625.000 50%. 100.000. 100.000. 10.000. 10.000. 10.000. 10.500. 11.025. 1.720.500 1.613.250 21.000 152.000. 1.827.725 2.254.413 22.050 117.000. io. a710.000 iv l C 1.440.250 2.115.363 n h e n288.050 142.000 g c h i U423.073. n. Net Profit Net Profit/Sales %. 568.000 11%. 1.152.200 20%. 5.722.888 74%. 1.225.043 595.508 100.000. 1.310.796 631.238 100.000. 10.000. 10.000. 11.576. 12.155. 1.942.127 2.934.186 23.153 80.000. 2.064.190 3.658.699 24.310 41.000. 2.831.033 566.207. 3.593.389 718.678. 2.264.827 32%. 2.874.711 37%. y. Nat. Total Operating Expenses 1.710.000 EBIT (Profit before tax) 915.000 Depreciation 20.000 Interest Expense 185.000. 1.692.290 27%. 2024 (NT$) 7.686.525 1.963.637. 4.876.313 70%. ‧. ‧ 國. 治 1.144.900 政 1.070.000 大 530.000 561.800. 1.000.000 500.000 100.000 50.000 50.000. 立. Income before income tax Income tax (%20). 4.082.138 64%. 學. EXPENSES Wages expenses Rent expenses Advertising Start-Up expenses Kitchen tools Other operational expenses. 3.333.750 58%. sit. Gross profit Gross profit (%). er. Sales Direct Cost of Sales. Table 10: Projected Profit & Loss Statement 2020 2021 2022 2023 (NT$) (NT$) (NT$) (NT$) 5.250.000 5.775.000 6.352.500 6.987.750 2.625.000 2.441.250 2.270.363 2.111.437. 6.3. Projected Cash Flow Such a Peach Café has positive cash flow since year 1, the initial investment is NT$1.000.000, even though this is a higher value for investment we expected to have this money in case any unexpected change from the assumptions.. 31. DOI:10.6814/NCCU201900220.

(40) . Table 11: Cash Flow from 2020 - 2024 Yearly Estimated Statement of Cash Flow from 2020 to 2024 2020 (NT$) 2021 (NT$) 2022 (NT$) 2023 (NT$) Cash Flow from operating activities Cash collected from customers 5.250.000 5.775.000 6.352.500 6.987.750 Depreciation 20.000 21.000 22.260 23.596 Cash paid for Purchasing inventory (2.625.000) (2.441.250) (2.270.363) (2.111.437) Operating and admin expenses (50.000) (50.000) (50.000) (50.000) Tax(%5) (287.500) (422.175) (542.020) (670.675) Net cash from operating activities 2.307.500 2.882.575 3.512.377 4.179.234 Cash Flow from investing activities Cash paid for property, plant, and equipment Net cash from investing activities. 立. (100.000) (100.000). (100.000) (100.000). (100.000) (100.000). (176.000) (61.000) (237.000). (187.000) (50.000) (237.000). (199.000) (39.000) (238.000). (211.000) (26.000) (237.000). (224.000) (13.000) (237.000). 1.000.000 1.470.500. 1.470.500 2.545.575. 2.545.575 3.174.377. 3.174.377 3.842.234. 3.842.234 4.551.527. Nat. y. ‧. ‧ 國. (1.963.637) (50.000) (809.372) 4.888.527. (100.000) (100.000). 學. Cash and Equilavents, Beginning of Period Cash and Equilavents, End of Period. 7.686.525 25.011. (600.000) (600.000). 政治大. Cash Flow from financing activities Increase (decrease) in short term loans Interests paid Net cash from financing activities. 2024 (NT$). io. sit. 6.4. Scenario Analysis. n. al. er. Our sales objective in 2020 is to target the table turnover rate to 3.5 times per day in moderate. Ch. i n U. v. scenario, respectively in the early stage of operation. There are 14 seats in our café. engchi. (mentioned in 2.7. Design part). It is estimated roughly every customer would spend NTD 350 having meals. Therefore we estimate sales in 2020 would be near NTD 5.250.000.. Worst Case Consideration: 3 customers/per hour * total 10 hours operation a day: 30 customers/per day, each customers spend approx. 350nt,. 32. DOI:10.6814/NCCU201900220.

(41) . 300 operation days in a year, 10% sales increase yearly, %7 reduction of costs from . 2020 (NT$). 2021 (NT$). 2022 (NT$). 2023 (NT$). 2024 (NT$). Sales. 3.150.000. 3.276.000. 3.603.600. 3.963.960. 4.360.356. COGS. 1.575.000. 1.480.500. 1.376.865. 1.280.484. 1.190.851. Gross Profit. 1.575.000. 1.795.500. 2.226.735. 2.683.476. 3.169.505. Net Income. -272.000. 85.400. 386.006. 704.406. 1.043.387. Moderate Case (taken as reference) Consideration: 5 customers/per hour * total 10 hours operation a day: 50 customers/per day,. 政治大. each customers spend approx. 350nt. 立. 2022 (NT$). 2023 (NT$). 2024 (NT$). 5.250.000. 5.460.000. 6.006.000. 6.606.600. 7.267.260. 2.625.000. 2.467.500. 2.319.450. 2.180.283. 2.049.466. 2.625.000. 2.992.500. 3.686.550. 4.426.317. 5.217.794. 568.000. 1.152.200. 1.692.290. 2.264.827. 2.874.711. io. n. al. y. Net Income. sit. Gross Profit. er. COGS. ‧. 2021 (NT$). Nat. 2020 (NT$) Sales. Best Case. 學. . ‧ 國. 300 operation days in a year, 10% sales increase yearly, %7 reduction of costs from. i n U. v. Consideration: 7 customers/per hour * total 10 hours operation a day: 70 customers/per day,. Ch. each customers spend approx. 350nt. engchi. 300 operation days in a year, 10% sales increase yearly, %7 reduction of costs from . 2020 (NT$). 2021 (NT$). 2022 (NT$). 2023 (NT$). 2024 (NT$). Sales. 7.350.000. 7.644.000. 8.408.400. 9.249.240. 10.174.164. COGS. 3.675.000. 3.454.500. 3.212.685. 2.987.797. 2.778.651. Gross Profit. 3.675.000. 4.189.500. 5.195.715. 6.261.443. 7.395.513. Net Income. 1.408.000. 2.219.000. 2.998.574. 3.825.247. 4.706.035. With our brand well-known, the table turnover rate will increase afterwards. For the second year of operations, our goal is to target table turnover rate is going to increase %4 in every year. 33. DOI:10.6814/NCCU201900220.

(42) . 6.5. Break-Even Analysis If the assets were not amortized and were recorded simply as depts, Such a Peach Cafe could actually generate profit in the first year; to be exact, it will break-even during 8th month. The table clearly indicates that once Such a Peach Cafe has gone through the primary investment stage, its revenues will surpass the costs and could generate even more profit when the brand awareness continues to increase as maximum capacity is not yet reached. Below table shows a clear view of Such a Peach Cafe's profits under previous assumptions;. 立. 政治大. Table 12: Such a Peach Cafe's Break-Even Point. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. However, we will have completely different results if we alter the assumption, we could. Ch. i n U. v. assume that each customer will spend NT$400 per visit. Then our break-even point would be earlier than we expected.. engchi. 34. DOI:10.6814/NCCU201900220.

(43) . 6.6. 5-year Profit Projection Table 13: 5-year Profit Projection with Income Statement Yearly Estimated Income Statement from 2020 to 2024. 政治大 10.000 10.000 21.000 10.500 152.000 1.440.250 288.050 1.152.200 20%. 22.050 11.025 117.000 2.115.363 423.073 1.692.290 27%. 2023 (NT$) 6.987.750 2.111.437 70% 4.876.313 1.225.043 595.508 100.000. 2024 (NT$) 7.686.525 1.963.637 74% 5.722.888 1.310.796 631.238 100.000. 10.000 23.153 11.576 80.000 2.831.033 566.207 2.264.827 32%. 10.000 24.310 12.155 41.000 3.593.389 718.678 2.874.711 37%. er. io. sit. y. Nat. 6.7. Exit Strategy. 2021 (NT$) 2022 (NT$) 5.775.000 6.352.500 2.441.250 2.270.363 58% 64% 3.333.750 4.082.138 1.070.000 1.144.900 530.000 561.800 100.000 100.000. ‧. ‧ 國. 立. 2020 (NT$) 5.250.000 2.625.000 50% 2.625.000 1.000.000 500.000 100.000 50.000 50.000 20.000 10.000 185.000 710.000 142.000 568.000 11%. 學. Sales COGS Gross profit (%) Gross profit Wages expenses Rent expenses Advertising Start-Up Expenses Kitchen tools Depreciation Other operational expenses Interest Expense Income before income tax Income tax (%20) Net income Profit margin. al. n. v i n Through a careful study has beenCconducted h e n gtocensure h i Uthe profitability of Such a Peach Cafe, it would also be practical to prepare an exit strategy in case the business faces failure upon unforeseen different situations and could not fulfill the economic objectives. In the event that Such a Peach Cafe cannot achieve 50% of the expected profitability after the. first two years, the restaurant would be closed to save rent and personnel costs. A small location would be used together with on-line shop instead to save costs for rent, utility and personnel costs with an adjusted business strategy with more focus on the to go orders to gain profits. In the worst scenario that Such a Peach Cafe has to close the business to stop losses from 35. DOI:10.6814/NCCU201900220.

(44) . operating this business, equipment in the store would be sold to help to clear outstanding balances. It would also be considerable to sell the company and brand name to interested buyer, as the business name will have added value for the transaction from the aspect of goodwill. When it necessary, the company will apply the bankruptcy procedure of a limited liability company.. 6.8. Future Growth Prospects. 政治大. After a few years of positive cash flows and stable business operations, an extension of our. 立. cafe to open another branch will be planned to serve customers with health awareness in. ‧ 國. 學. another area. If there is lack of capitals, loans will be considered for fundraising for business expansion. The bank loans will be secured with real estates owned by founders.. ‧ sit. n. al. er. io. y. Nat. Ch. engchi. i n U. v. 36. DOI:10.6814/NCCU201900220.

(45) . 7. Appendix Appendix 1: Ingredients with Prices and Calories. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 37. i n U. v. DOI:10.6814/NCCU201900220.

(46) . 8. References - Beardsworth, Alan and Teresa Keil. 1992. “The Vegetarian Option: Varieties, Conversions, Motives and Careers.” The Sociological Review 40(2): 253-293. http://www.humanespot.org/content/vegetarianoption-varieties-conversions-motives-and-care ers-also-vegetarianism-veganism-and - Cheeke, Robert Sr., Robert Jr. Cheeke, and Steve Lukefahr. 2010. “Why Do People Become. 政治大. Vegans/Vegetarians? Survey Says: All of the Above” Paper presented at the American Society. 立. of Animal Sciences National Convention. ‧. ‧ 國. l-above. 學. http://www.humanespot.org/content/why-do-people-becomevegansvegetarians-survey-says-al. - Garzia, Christine. 2004. “On Becoming Vegetarian: A Study of Beliefs and Motives.”. y. Nat. io. sit. Dissertation, University of Malta.. n. al. er. http://www.humanespot.org/content/becoming-vegetarian-study-beliefs-andmotives. Ch. engchi. i n U. v. - Humane Research Council. 2010. “How Many Vegetarians Are There?” Retrieved from http://www.humanespot.org/content/hrc-research-primer-how-many-vegetarians-are-there - Lin, Wen-Xiu, From Vegetable Diet to Meatless Diet – The Formation and Transformation of Contemporary Vegetarian Culture in Taiwan. The Graduate Institute of Taiwan Food Culture (2013) - Ye-ping, New Vegetarianism, Taipei: Elegant Books Cultural Enterprise Co. (2010).. 38. DOI:10.6814/NCCU201900220.

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