I. Executive Summary 3
The Market 3
The Company 3
Objectives 4
Mission Statement 4
Business Model 5
The Team 5
The Proposal 6
II. Company Overview and Strategy 7
History and Background 7
Name and Slogan. 7
Product Offering 7
Staff 8
Entry and growth Strategy 8
Key company growth milestones 10
Location 10
Servicescape 11
Sourcing 11
Pricing Strategy 12
Sales Strategy 13
Sales Literature 13
Promotion and advertising strategy 14
III. Market Review 16
Overall Industry 16
The Reaction of the British Consumer 18
Product Trends 19
Competitive Environment 22
Industry Structure 22
Sources of competition: 23
Business Economics. 25
IV. Potential Risks 29
V. Financial Projections 32
Projected Cash Flow Statement 32
Monthly Cash Flow 2008 33
Cash Flow 2009 by Month 34
Income and Cash Flow Statement 35
Break Even Analysis 36
Appendix 1
Store layout and Design 39
Appendix 2
Pictures of a typical store 41
Appendix 3
Pictures of a typical store 42
Appendix 4
A description of bubble tea 43
Appendix 5
Example of chalkboard campaign 44