Passion Coffee

HCM UNIVERSITY OF FOREIGN LANGUAGES INFORMATION TECHNOLOGY

Group 2: Tng Ngc Hnh ng Khoa Hunh Ngc Kim Khu Phm Don K Lng Th Hong Lan Trng Th Thanh Lin Thanh L

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Passion Coffee

I.

Brand

We open the coffee shop to make guests feel really comfortable with our products. We focus on serving homosexual guests, especially gay people. When coming here, they will be treated equally to feel like their homes. We will bring to guests interesting and passion feeling. That's reason we named coffee shop is Passion.

Slogan: Be yourself Coming to our coffee shop, guests will be themselves. They can act and behave with their right essence. They dont need to thrust themselves like beyond society. They also can show their emotion, thinking and sentiment the most comfortable. Logo:

Our logo is circle which is symbol the world. Two horns in the left and one in the right represent for male and female. And the triangle at the bottom is presenting the 3rd sex. A triangle is known as a symbol of the 3rd sex in the world. Although we used here the green without its original color, it demonstrates the elegance and luxury in the design to fit well logo and the tones of our coffee shop.

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Passion Coffee

In the middle, it is the name of our coffee shop Passion. It is designed fonts and harmonious in suitable position for the image of the logo. The passion is a passionate, stronger feeling of love hate anger. Location: located on an alley of Vo Van Tan Street. The coffee shop is situated at a proper location, which is appropriate for such a sensitive shop. Disadvantage: located in the center of the city, so the rental fee will be very expensive and increase every year.

II.

Customers

Reason for choosing this coffee shop: This is a new type in Ho Chi Minh City, so there is rarely the same shop. Therefore, homosexual people have place to relax after hard working. Besides, we will have many opportunities to develop and expand the shop in the future. The coffee shop focuses on serving gay people of the age from 18 to 40. They work in many kinds of fields such as chiefs, models, photographers, designers, directors We will provide them: Delicious beverages Free wifi Comfortable place Interesting activities High quality service Friendly and polite staff III. Staff

Passion coffee hires 8 people to run the firm smoothly. 4 waiters are divided into 2 floor to the customers fast and easily. 1 cashier settles bills. 1 security guard parks the motorbikes. 2 bartenders make the delicious drink. Besides, the uniform of staff is white T- shirt with gilet and black trousers.

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Passion Coffee

The staff we hired who has good communication skill, good looking form and professional trained skill to meet the strict demand of customers.

IV.

Structure

Passion is a small coffee shop for homosexual; we specialize in serving special drink and cocktails which are one of our features. It is a real ideal area with 2 floors included the length is 17m and width is 9m. Ground floor we used as warehouses for wines and a number of essential items such as toilet. This is also quite commonly used by the coffee shop in the world. First floor, main bar will be located at the corner in the left side for the preparation and serving all kinds of drink .We put the sofa long benches to increase the area of the room and make a close, friendly contact when people with each other easily. Level 2 is designed very similar to the first floor. However, instead of bar, we have stage for talk show every week. A feature of the restaurant, we design a room on each floor for guests and book groups. Each floor, there have 10 tables. At the crowded day, we can accommodate between 40-60 guests. Besides, we have used a long path running along the coffee shop to parking lot for guests, not really spacious but quite adequate.

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Passion Coffee

Decoration: Passion dark frame chosen, giving a little bit of mystery and passion as the correct name of the restaurant, we chose a dark blue color because it has mystic feeling and deeply impression for gays. In terms of decoration, we have chosen the design looks simple but bring art to be able to meet the demands of customers. We select a rainbow stretched across base upside down room, designed some relief carvings arouse passion and the exploration. This carved image in an image most people with the homosexual do their daily work and sometimes will go deep into life.

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Passion Coffee

V.

Product & Menu

The menu of Passion coffee includes the following major categories: coffee, smoothies, soft drink, beer, mocktail, cocktail, wine, short and shisha. All items are made affordable, in accordance with customers that we target. In addition, our coffee shop serves special drink such as Strong of Rhythm. It is for those curious customers like to discover new things. Besides, Passion took note in clearly on the menu is going to 30000VN surcharge on each item in the menu every Tuesday for the weekly program: talk show.

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VI.

Promotion

Although there are not many shops which the same kinds with our coffee shop, it doesnt mean that we are easy to get high profit. We will show some ways to attract more and more customers and popularize brand name of shop. They include 3 things such as talk shows, membership cards and web pages. Talk shows To offer customers a variety of services, our coffee shop holds talk show event every week. The show takes place from 8 pm to 9 pm, on a certain date of the week. There will also be different topics in each time. It can be homosexual psychology issues, social issues, so on. Attending customers will have a chance to listen to invited experts from prestige organizers. Besides, they can raise their wonders then, get advices from the guest or the others. Its also a good chance for everyone to share their feelings with the others in a cozy and friendly atmosphere. The additional fee for the talk show is 30000 VND per person. All costumers are advised to book the seats in advance. Booking can be done quickly and easily through our hotline (telephone) or directly to the staff at the caf. All the information required is your names, phone numbers and the number of seats that you want. If booking, you are required to arrive 30 minutes prior to the time of the talk show. It means that after half past seven, all the booking is invalid. Membership cards Silver membership cards will be issued with the accumulated bill value of 1 million or the customers can purchase it with the cost of 1 million. Customers with the silver membership card gain 5% off purchase in our caf shop. Gold membership cards will be issued with the accumulated bill value of 3 millions. Besides, a party will be hold at the end of each month for customers with gold card with free champagne, wine and fruits. Bills are accumulated within 6 months.

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Cards have no cash value and are not redeemable for cash under any circumstances. The customers are attracted by their activities because homosexual trend to make impression on others. They are also willing to spend money on activities.

Websites To advertise for our Passion coffee shop, we will design a website and post it on some advertising websites such as face book, kenh14.vn, 5s.com,

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because these are current popular websites, they have a large number of accessing every day, fees to pay for these website are cheap, and some websites are totally free. So, there are more opportunities for many people who know about our coffee shop. Or we can also introduce this website for my friends and then they will introduce for their friends. On the website, we will introduce about the features of our coffee shop, for example: products, services, promotions, and some pictures of our coffee shop and some basic information such as address, phone number, email, a small map for guiding customers to our coffee shop. VII. SWOT

We have a plan to open a coffee shop for homosexual at the age of 18 to 40. Its located on an alley of Vo Van Tan street. Unlike many normal coffee shop in HCMC as I said above- our shop intended for homosexual a kind of people that appear in our society long time ago..But they are not easily accepted especially in oriental countries like VIET NAM .however, the existence of the 3rd world is evidence which prove that they are still human being for those reasons. We are going to create a healthy place where homosexual can share their life, make friends, and be themselves. To understand clearly about strategy for our business...I would like to discuss 4 main elements which can be key for any business.

Strengths: Firstly, there is not much competition in HCM city. As I know we already have this kind of shop...But it has a little and is not publicjust through mouth to mouth... Secondly, Shop is situated at a proper location (in an alley in the center of the city), which is appropriate for such a sensitive shop. Thirdly, we have well-training staffs who must be friendly, and have properly behavior because we know our customers need a comfortable place which they feel look like their house when coming here. Lastly, we have a special menu: creative menu (which is a result of a survey from this world...)

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Passion Coffee

Weaknesses: We have difficulties in marketing b/c its just for homo... we could marketing in some ways, not popular like another types of coffee shops Besides, we must pay a lot for rental fee because our shop located on the central area of HCM city This is a new business type and this is the first time we open the coffee shop, so there is no experience for us. Opportunities: Theres big expansibility, if we try to develop this coffee shop and attract more people come here, we will be have branches in future We will hold more specific activities (music performances, talk show) to attract more customers Threats: Marketing in the future: because in the future there will be have a lot of shops like us, we must have more ideas to marketing so that we could keep our customers and make them loyal to our shop. There might be much competition in future because many coffee shops will open and they have the experience from the older shops, so their shops will more attractive to the guests. Difficulties come from economy crisis, market fluctuation, and inflation will be the most threat for us. VIII. Research results 1. Clients care level: Clients care level is a foundation base for opening the coffee shop. When researching this topic, we pondered because opening the coffee shop would be agreed or disagreed (including homosexual person and none). However, after real researching, we have good results.

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100% 90%

27
12 no idea disagree agree 61

80%
70% 60% 50% 40% 30% 20% 10% 0%

Figure 1. Survey about agreement to open the coffee shop Following the chart, there are 61% of persons who were interviewed agreeing to open the coffee shop for the third world people, 27% of interviewers have no idea and only 12% of persons disagree. Therefore, the opening is less protested from public opinion. This is the first advantage for doing the project.

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36% 64%

come don't come

Fig 2. Client's care level when opening the coffee shop

There are 64% of interviewers choose come when the coffee shop is opened. It attracts not only homosexual people but also normal ones. This result helps us predict guest quantity that will come into the shop. Sine we can calculate proceeds of a sale and determine break-even point. 2. Competitors: Competitor determining help us understand about products and services which should be sold. Besides, it also help us locate business and instruct the marketing ways to get the best effect. According the figure below, there is very little the homosexual person coffee shops in HCM City, so we are less competed by congener coffee shops. Consequently, our position is nearly insusceptible by competitors.

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80% 70% 60% 50% 40% 30% 20% 10% 0% 2% 6% 23% 69%

abundant

little

very little

none

Fig 3. A number of the homosexual person coffee shops in HCM City

3. Guests gratification: Guests gratification is affected by features: reasonable price, beverage quality, staff behavior and extra service. This is an important part to estimate the coffee shop feasibility. 3.1. Beverage quality:

Materials supply has not only quality to satisfy guests but also reasonable price to cut down expenditures should be cared. 3.2. Extra service:

Moreover, we can increase a number of guests coming to the store by sharing effusive program organization or supplement shisha in the menu. Because this is a quite sensitive problem, we will have to be careful when calculating the advertising. Having suitable advertising strategies will help the coffee shop successful faster.

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