Introduction Our proposed business: Operating a Café with music as the main theme.

Introduction

Our proposed business:

Operating a Café with music as the main theme

Outline

Reasons for introducing music café as our business

Market research Project plan Promotion plan Budget Potential problems Future development of our business

Background

Entertain with their friends after busy work But karaoke box and cinema cannot

satisfy their needs

Why choose café as our business

Potential market for café Unsaturated market for theme café

Why choose music as the theme?

Music is a universal language. Different kinds of music Provides an opportunity for people to

perform their music Enjoy live music in our music café at a

cheaper price

Marketing Research

Aims:collect ideas on café’s logistics collect ideas on café’s service explore advertising strategies

Formats of Research

Research Period: March 2004 to May 2004

Questionnaire in paper

No. of questionnaires received: 247Onsite visits

No. of interviewees: 50Comparison with café in other countries

PART 1 CAFÉ 項目

1. 請問你有到過 CAFÉ 嗎 ? 有 沒有 如果你回答‘有’ , 請跳到第 2 題 . 如果你回答‘沒有’ , 請跳到第 8

題 . 2. 請問你最常光顧的 CAFÉ 是那間 ?

3. 請問你到過以什麼為題的 Café? ( 可選擇多 項 ) 　 Home Cyber

占卜 動物 田園 音樂

藝術品 沒有 其他 , 請注明 : 4. 請問你到 CAFÉ 的原因是什麼 ?

用膳 聚會談天 消磨時間 傾談公事

其他 , 請注明 : 5. 請問你如何得知 CAFÉ 的資料 ? 親戚 / 朋友 雜誌

電視 / 電台 途經 其他 , 請注明 : 6. 請問你多數於那日到 CAFÉ? 星期一至四 星期五 星期六 / 日

/ 假期　 .

7. 請問你多數於那個時段到 CAFÉ? 6:00 am – 10:00 am

11:00 am – 3:00 pm 3:00 pm – 7:00 pm 7:00 pm – 11:00 pm 11:00 pm or later 請跳到第 9 題 .

8. 請問你不到 CAFÉ 的原因是什麼 ? 不喜歡喝咖啡

風格不適合自己

價錢不合理 位置不方便 其他 , 請注明 : 9. 請問你認為一間 CAFE 需要什麼設備及服 務 ? ( 可選擇多項 ) 　 上網設備

電視機

報紙及雜誌 其他 , 請注明 : 10. 如果你進入一間 CAFE ，請問你會選取什 麼東西 ? ( 可選擇多項 ) 　 飲品 小食

旦糕類甜品 雪糕類甜品 其他 , 請注明 :

PART 2 MUSIC ITEMS

11. 請問你喜歡音樂嗎 ? 喜歡 不喜歡 如果你回答‘喜歡’ , 請跳到第 12 題 . 如果你回答‘不喜歡’ , 請跳到第 15 題 .

12. 請問你有演奏音樂嗎 ? 有 , 請注明 : 沒有 如果你回答‘有’ , 請跳到第 13 題 . 如果你回答‘沒有’ , 請跳到第 14 題 .

13. 如果有機會 , 你會喜歡表演嗎 ? 喜歡 不喜歡

14. 請問你喜歡聽 / 演奏那類型的音樂 ? FOLK and TRADITIONAL JAZZ BLUES ROCK and POP Classical LATIN OTHERS, PLEASE SPECIFY:

PART 3 15. 如果有間以音樂為主題的 CAFÉ, 請問你會光顧 嗎 ? 會 不會 16. 請問你每次願意花費多少於音樂 CAFÉ 內 ( 以每人計算 )? $20 以下 $20-$50 $51-100 $100 以上 17. 請問你最常會到那區消遣 ? ( 可選擇多項 ) 中環 / 灣仔 / 銅鑼灣

北角 / 太古城 尖沙咀 / 紅磡 / 佐敦

旺角 / 油麻地 荃灣 / 葵芳 / 美孚

沙田 / 大埔 其他 , 請注明 : 18. 請問那些因素最能吸引你光顧一間 CAFE? ( 請排序 , 1 為 最重要 ) 環境氣氛好 衛生情況好 食

物質素高 價格適中 服務及設備 其他 , 請注明 :

全卷完 , 多謝合作 .

Results and Discussion

Figure 1. ?請問你喜歡音樂嗎

94%

6%

喜歡

不喜歡

Figure 2. / ?請問你喜歡聽 演奏那類型的音樂

15%

19%

10%19%

14%

7%

16%

FOLK andTRADITIONAL

ROCK and POP

JAZZ

CLASSICAL

BLUES

LATIN

OTHERS

Figure 3. ?請問你有演奏音樂嗎

38%

62%

有

沒有

Figure 4. , ?如果有機會 你會喜歡表演嗎

76%

24%

喜歡

不喜歡

Figure 5. Caf請問你到過以什麼為題的 é? ( )可選擇多項

020406080

Figure 6. CAF請問你有到過 É ?嗎

65%

35%有沒有

Figure 8. CAF請問你到 É ?的原因是什麼

7%

60%

33%

0%

0%

用膳

聚會談天

消磨時間

傾談公事

其他

Figure 9. CAF請問你不到 É ?的原因是什麼

23%

44%

18%

2%

13%

不喜歡喝咖啡

風格不適合自己

價錢不合理

位置不方便

其他

From Figure 10. CAF請問你如何得知 É ?的資料

17%

61%

13%

9% 0%/親戚朋友

雜誌

/電視電台

途經

其他

Figure 11. ? ( )請問你最常會到那區消遣 可選擇多項

050

100150200250

//

中環灣仔銅

鑼灣 /

北角太古城

//

尖沙咀紅磡

佐敦 /

旺角油麻地

//

荃灣葵芳美

孚

/沙田大埔

其他

Figure 12. CAF請問你多數於那日到 É?

13%

34%53%

星期一至四星期五

/ /星期六日假期

Figure 13. CAF請問你多數於那個時段到 É?

14%

12%

41%

17%

16%

6:00 am – 10:00 am

11:00 am – 3:00 pm

3:00 pm – 7:00 pm

7:00 pm – 11:00 pm

11:00 pm or later

Figure 14. CAF請問你每次願意花費多少於音樂 É 內( )?以每人計算

31%

25%

38%

6%

$20以下$20-$50

$51-$100

S100以上

Figure 15. CAFE ?請問你認為一間 需要什麼設備及服務( )可選擇多項

020406080

100120

上網設備 電視機 報紙及雜誌 其他

Figure 16. CAFE ?如果你進入一間 ，請問你會選取什麼東西( )可選擇多項

050

100150200250300

飲品 小食 旦糕類甜品 雪糕類甜品 其他

Onsite Visits

Visited café in

Causeway Bay & Tsim Sha TsuiNo. of café visited: 5No. of interviewees: 60Interviewee: Customers (50), staff (10)

Onsite Visits

Interview QuestionsHabits on going to caféGeneral opinion about improvement on

caféOpinion about music café

Summarized Results of Interviews (1)

Habits on going to café Frequency of visits: Nearly more than once per

week Accompany: With friends/ By themselves Purpose: Gatherings/ Taking Rest/ Relaxation Why Café? Relaxing Atmosphere

Summarized Results of Interviews (2)

General opinion about current café Current Trend: Café with different themes Themes: Internet, Cartomancy, Pets, etc. Room for Improvements: Try out some new caf

é of special theme providing innovative services

Summarized Results of Interviews (3)

Opinion about music café Supporting reasons:

Music Relaxing Match style of Café Chance for enjoying musical performance

Interviewees who play music Chance for performance One of the possible ways to encounter difficulties of

playing music with friends

Comparisons with Café in other Countries

Western countries (e.g. UK): Mainly provide comfortable environments Lack theme

Asian Countries (e.g. Japan) Geographic reason Larger room in café Private area for customers, e.g. separate rooms

Project Plan

1. Customers Targeted

2. Location

3. Interior Designs

4. Staff Recruitment

5. Services

1. Customers targeted

• Relaxation together with the taste of coffee and hearing of music

• Live performance lovers• Friends gathering• Students• Office workers

2. Location

Causeway Bay? Wan Chai? Mong Kok?

Causeway Bay No

High rent A lot of opened cafés Keen competition

Mong Kok No

Too hustle and bustle Style is not suitable

Wan Chai Ideal place

Near Causeway Bay Pedestrians flow: medium No themed café A lot of commercial buildi

ngs and schools

Wan Chai:

 137-147 Lockhart Road, Shop G

 Bars and night clubs

Alternative choice

3. Interior designs

• Glass front door• A stage for performances• Three types of seats: sofas, dining tables and

snack bars• Latest high-tech stereos

3. Interior designs

• A soundproofing ceiling• Adjustable subdued lights• A washroom• An open kitchen• Musical instruments

Entrance

4. Staff recruitment:

• Full-time staffs• Part-time staffs

5. Services

• Beverages and food• Internet service• Song-dedicating sections• News stand• Music booth

Promotion

Focused on our main themeo Music + Café

LeafletsAdvertisementsWebsite

Distribution of Leaflets

Our location and service providedPerformance scheduleDiscount couponsNearby our shopCommercial buildingsIn front of schools’ entrance

137-147 Lockhart Road, Shop G

Tel: 21234567

Visit our website!

http://acupofmusic.hk.st

FREE DRINK!

Buy one get one free.

DISCOUNT!

10% Off

Set MealsSet A: $40

Sandwich + Coffee

Set B: $55

Pasta + Coffee +

Homemade Cake

NEW ENJOYMENT

Music Programme

Mix and MatchSaturday + Sunday

PopFriday

LatinThursday

BluesWednesday

JazzTuesday

FolkMonday

Opening Hours: 11am – 2am

DISCOUNT COUPONS

DISCOUNT COUPONS

Advertisements on Magazines

Specialized on restaurantsInterviewPlace advertisementDiscount coupons

Website: http://acupofmusic.hk.st

Detailed information of our caféPerformance schedule (frequently update

d)ChatroomsDownload authorized music filesMembership policy email

Budget

Expenditure on starting A cup of MusicMonthly expenditure on operating A cup of

MusicMonthly income of A cup of Music

Expenditure on starting A Cup of Music

Rent $140000 x 4 = $560000

Furniture and fittings $500000

Cooking equipment and utensils $100000 2 Computers $20000 Purchase of musical instrument $30000 Purchase of food and drinks $80000 Promotion $20000 Others (license fees and installation of electricity, water and gas.) $20000

________________________________________________________

Total : $1330000

 Monthly expenditure on operating

A cup of Music Food and drinks (including the materials for courses) $50000 Internet fee $300 Rent $140000 Salary

Full time staff (drinks and food) 9000x2 = $18000 Waiter

$7500 Part time waiter $3000

Electricity, water and gas $10000 Other expense (maintenance of the instrument) $10000

________________________________________________________

Total : $238800

Monthly income of A cup of Music

  Sales of food and drinks

$350000 Rented for party ($2000+$1500)@ x 4 =

$14000 Courses teaching coffee and cakes 100/person x 5ppl x 20 = $10000

________________________________________________________

Total : $374000

Financial balance

Monthly expenditure: $ 238800 Monthly income: $ 374000 Balance: $ 135200

Time taken to cover the capital investment:

=$1330000/$135200

=9.84 month

  Profit will be made in the tenth month.

Potential problems

High investment cost, low return rateCompetitors and Followers Difficulties in running the performance

Future development

Develop mobile café vansUpload our performers’ record in our

homepageProvide student transferring service Franchise

Question and Answer

Section