BUSINESS PLAN

1. CASA BUSINESS PLAN Group 3 Pham Thi Minh Thuy (M977Z210) Hoang La Phuong Hien (M977Z221) Tran Nguyen Hung (M977Z220)

2. Healthy Tea experience CASA Relaxing Life style

3. CASA “peace your life, tea your style” • Mission: • Product mission: • Provide customers the finest quality beverage in the most efficient time • Serve as the vehicle for connecting people who are our friends and family • Deliver customers to a place of Peace • Community mission: • Provide community support through customer involvement • Economic mission: • Operate and grow at a profitable rate through sound economic decisions

4. CASA “peace your life, tea your style” • 2. Objectives: • To operate a successful tea lounge, employing 3 to 5 employees in the first year • Obtain a minimum of 200 regular customers in the market the first year of operation • Achieve breakeven point after 1 year operation • Extend 1 tea lounge in Ha Noi and 1 in HCM after 2 years of running

5. CASA “peace your life, tea your style” • 3. Key to success • Casa has creative and energetic owners • We offer the finest and diverse Product (organic & healthy tea and food) • Our model is a tea experience with the whole set of excellent customer service and elegant and cozy atmosphere to make people feel good, like going to spa. • Casa offers benefits and opportunities for growth to customers (free yoga, pilates, zen lessons and activities in health centers, advice from experts…)

6. CASA “peace your life, tea your style” Company summary Casa tea lounge is a start up business in Hanoi capital city of Vietnam. Our primary focus is in the diverse kinds of tea offered, including black tea, green tea, white tea, flower tea and blended tea, which are served with food. Company Ownership - As a Limited Liability company in Viet Nam, ownership of Casa is identified as belonging to its managers, Linda, Steven and Hannah. - Steven has two year experience in HR. Hannah has 2 years experience working in marketing field. Linda has 1 and a half year learning about tea. - Our love and knowledge of tea will make the transition to owning and running tea lounge by offering ultimate tea experience to our customers

7. CASA “peace your life, tea your style” • Products and Services • 1. Product and Service Description • Casa targets customers through uniquely diverse teas: • White Tea • + Osthmanthus silver needle tea (A precious flaxen brew w/ aromas of stone fruit, wild herbs, and warm roasted hazlenuts. Silken body w/ an engaging satiny sweetness.), • + Downy Sprout Tea (Velutinous, thick downy sprouts. Honeysuckle hints lin-ger amidst a mellow nuttiness.)

8. CASA “peace your life, tea your style” • Products and Services (Con’t) • 1. Product and Service Description • Casa targets customers through uniquely diverse teas: • Green tea • + Ryokucha (Genmaicha, Samovar Tea Lounge-style. Japanese matcha powder blended w/ roasted brown rice & sencha. A meal in itself, nutty, grassy & ideal for breakfast ), • + Gyokuro (The greatest green tea love of all. From tongue to tail bone, an unbounded upheaval of exploding, thundering, green tea ecstacy. Warning: Please, take it slow. ), • + Matcha tea service & cookies (Cha-do. The Way of Tea, from us to you. Hand-whisked to a heavenly froth, & served in a hand-made tea bowl), • + Jasmine Pearl Tea (So succulent and aromatic. Tea pearls blended w/ baby jasmine flowers)

9. CASA “peace your life, tea your style” • Products and Services (Con’t) • 1. Product and Service Description • Casa targets customers through uniquely diverse teas: • Oolong tea • + 4 season tea (From the oolong-gurus in Taiwan, this profound brew has tiers of aroma and flavor: Gardenias, fresh-baked bread, warm milk, and dew-dipped clover 11) • + Kuan Yin tea (Sip, penetrate your issues, and dissolve them. Kuan Yin’s classic elixir offering transcendence via the tealeaf)

10. CASA “peace your life, tea your style” • Products and Services (Con’t) • 1. Product and Service Description • Casa targets customers through uniquely diverse teas: • Black tea • + Earl Grey tea (Frisky and brisk. Superb citrus to incite your tastebuds ) • + Ancient gold tea (Wild-crafted black gold from the Bulong family on Jing- mai Mtn. A staff favorite), • + Casa breakfast Blend tea (Kindle clarity & banish stupor. Full malty flavor w/ delicate dryness) • + Casa masala chai (Sweet, spicy, creamy & simmered for hours.) • Flower tea infusion: Nhai flower, Cuc flower, Ngau flower, Lotus flower…)

11. CASA “peace your life, tea your style” • Products and Services (Con’t) • 1. Product and Service Description • Casa targets customers through uniquely diverse teas: • Blended tea • + Earl red blend (Bergamot infused rooibos for the Earl Grey lover who wants a caffeine-free alternative. Yummy w/ milk & sugar, this herbal is loaded w/ antioxidants & citrus) • + Orange ginger Herbal blend (A strong, spicy & warming brew. Adroitly blended with ginger, lemon myrtle, orange & mandarin. Naturally sweetened w/ licorice root), • + CasaMoorish Mint Herbal Blend (The tonic of the ancient Moors…San Francisco style. Robust & rich, w/ cardamom, peppermint, ginger, black pepper, and a touch of green tea) • + Casa sweet Yerba mate blend (Straight from Paraguay, andserved traditionally w/ a bombilla. Bittersweet, vegetal and brimming w/antioxidants)

12. CASA “peace your life, tea your style” • Products and Services (Con’t) • 1. Product and Service Description • Casa wakes up customers’ senses through services by: • Sitting on the cushion • Brewing tea for our guests • Prepping and cooking food • Introducing tea (tea history, teaware, ways to brew tea…) • Playing our collections of tea music • Talking about health issues and providing free yoga, zen, pilates practices . • Offering parking lot

13. CASA “peace your life, tea your style” • Competitive Comparison • “Be your home, be your peace” • Things will make Casa stands out from all its competitors: • Featuring the finest, seasonal, organic, fresh-crop, artisan teas and herbal infusions. • Offering cozy place to connect people, who are friends, co-workers and family members. • Delivering excellent service with well trained staff. • Adding profitable value to customer

14. CASA “peace your life, tea your style” • Future Products and Services • Expand range of tea • Season tea: Offer products that will enhance sales and satisfy our customers' desires as season change. • New types of tea blended: Offer varieties of herbal lattes, Iced tea, favorite teas for blending with milk. • Listen to our customers to ascertain what they are looking for most, and provide it • Export teas under our brand name • Extend our tea lounge chain • Distribute our products through online shopping channel

15. CASA “peace your life, tea your style” • Sourcing and Fulfillment • Tea areas: Lam Dong, Phu Tho, Vinh Phuc, Thai Nguyen, North mountain area. • Tea suppliers: tea farmers in Thai Nguyen area.

16. CASA “peace your life, tea your style” • Market analysis summary • 1. The tea root • The four biggest tea civilizations in the world: Chanoyu (Japan – XV century); Kungfu tea (China – the oldest); TraSen (Vietnam – X century); Panyaro (Korean) • Vietnam has a strong tea culture dating back thousands of years. Tea has become a part of the Vietnamese culture. • Vietnam tea has close relationship with Chinese tea and Japanese tea. • There are two traditional main types of Vietnam tea: TraHuong (Aromatic tea); TraSen (Lotus tea)

17. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 2. Traditionally tea drinker behavior • Traditionally, Vietnamese families drink tea with their breakfasts and workers begin their day with another cup of tea at the workplace. Tea is served with meals, when entertaining guests, and again in the evening with the family. • Most people do not consume tea as a morning ritual as they do with coffee. Tea is consumed in the afternoon and before bed. • People drink tea only during cold weather, • making the business seasonal.

18. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 3. Present tea trends • Tea is growing in popularity and more people are drinking tea in the mornings as a substitute for coffee. • Tea is being consumed throughout the day; its milder caffeine effect allows for multiple cups without the "jitters." • Today's tea drinkers do not limit their purchases to one season, but drink tea all year long. • Tea has become the drink of choice for today's baby boomer, and tea's health effects are giving tea a more active, youthful, and healthy image. • “Going green” trend and milk tea, fast food trends.

19. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 4. Market segmentation • Geographic: tea drinkers in Hanoi capital city • Demography: people whose age is in the range of 18-60 • Economic status: People who have a moderate to sizable disposable income or are financed to do that. The local upper-middle-class community. • Life style: Tea lovers, health care people.

20. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 5. Market size and growth • According to statistic data from the government, Hanoi population in 2009 is around 6.4 million people, which includes nearly 2.6 million citizen. • The number of economic labor force is 3.2 million. • For the age range of 18-60, the population is around 3.4 million. • Our market size would properly be calculated depends on the population living within a 5 mile radius of our tea lounge location. And 35% of that, which are between the ages of 18 and 60 is our target age group.

21. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 6. Target market strategy • Our target segments are Officers, students, members of yoga, pilates, health care centers. • Casa tea lounge will provide customers with a place to socialize, indulge themselves with finest organic teas and pastries or food while experiencing Peace. • Our customer will be offered with relevant benefits which stem from our strategic alliances. • The target customers will be glad to pay the price premium for our products in exchange for the high quality, great taste, and the ultimate tea experience they receive.

22. CASA “peace your life, tea your style” • Market analysis summary (Con’t) • 7. Competition and Buying Patterns • Main competitors: • Traditional tea shop • Sidewalk tea shop • Japanese, Chinese teahouses • Milk tea shop • Coffee shop • Buying patterns in target market: • Tea drinkers want to look for a pleasant, relaxing place in which to indulge their love of tea, share it with friends, and learn more about tea varieties, cultivation, and health properties. • Committed tea drinkers will always choose quality over price or convenience, seeking out the freshest whole-leaf and tippy varietals in the area.

23. CASA “peace your life, tea your style” • Strategy and Implementation Summary • 1. Value Proposition • Satisfy customers as a warm soothing liquid, with healthy nutrients, sensory stimulation, and, most importantly, with time • Deliver customers to a place of Peace • 2. Competitive Edge • - We provide a fundamental organic teas at a guarantee price in a zen environment that saves your soul and light your mind

24. CASA “peace your life, tea your style” • Marketing Strategy • 1. Positioning Statements • For “going green” people who are interested in organic products which enhance their health issues and desire a peace environment. • 2. Pricing Strategy • We want to get the reputation for being “premium” in the price. • Price range: 15,000 – 50,000 Vnd (30 $NT-100 $NT)

25. CASA “peace your life, tea your style” • Marketing Strategy (Con’t) • 3. Promotion Strategy • Advertising: develop our core positioning message • “Peace your life, tea your style” • Ads medias: • - Post cards, brochures, flier distribution to offices, health centers,… • Internet advertising. • Newspaper advertisements will be purchased during the first three months of business until a clientele is built.

26. CASA “peace your life, tea your style” • Marketing Strategy (Con’t) • 3. Promotion Strategy • Promotion programs: • - Promoting products for an introductory price at its Grand Opening. • Loyalty progam. • Event celebration: talking with experts and representatives. • Offer free lessons in Yoga, zen centers; • 4. Location • We will locate our tea lounge in places: • Officer intensive places • Close to zen, pilates, yoga centers

27. CASA “peace your life, tea your style” • Sales Strategy • Our sales strategy includes • Staff salaries that are 5% above the industry average in order to attract the best people. • Hiring for attitude so that we always have a friendly, enthusiastic staff to make customers feel welcome and appreciated; constant staff training to assure the best quality possible •  Create related sales activities to take our guests into the community at special events, tea farms, art shows, yoga, pilates, zen centers, etc.

28. CASA “peace your life, tea your style” • Sales Strategy • Our sales strategy includes • Sell Casa tea mug, gifts and tea-wares (glass-ware, tea filter cups, tea storages, tea music…) artwork on our website •  Establish tea service at local businesses •  Sell gift cards, frequency cards, pre-paid cards, and offer discounts to key groups •  Create an ongoing sampling program •  Be an active member of the community; be visible at charitable functions •  Solicit customer feedback to constantly improve and streamline our operation

29. CASA “peace your life, tea your style” • Sales Programs • Corporate Tasting Events • Drink Coupons • Professional Memberships

30. CASA “peace your life, tea your style” • Strategic Alliances  • We will continue to depend heavily on our alliance with tea farmers, Food service associations, Specialty Beverage Associations who supply the main organic tea sources and other related items for us, as well as our alliances with the health care centers; yoga, pilates, zen centers who is in conjunction with us to improve our customers’ health. • We will always be looking for better quality products, more favorable pricing, or more timely delivery from other • potential alliances.

31. CASA “peace your life, tea your style” • Management Summary  • We are a small company owned and operated as a Limited Liability Corporation.  • Hannah is the designer and marketer of the products, and Linda manages the store while Steven runs HR department. • Our management style reflects the participation of the owners; we are not very hierarchical, and encourage all employees to learn as much as possible about all aspects of the business. • The company respects its community of co-workers, and will treat all workers well. As a family business, we understand that our tea tenders, cleaners, and other help are not just workers; they are people with their own lives, personalities, and hopes

32. CASA “peace your life, tea your style” • Website Plan Summary • With the friendly interface, CASA’s website provides the novel knowledge of tea and its benefits, as well as builds the CASA tea style for customers while sipping our tea. • A website of CASA offers the Tea blog and Tea videos to every tea lover who wants to share their tea experience, and listens to the valuable advice from tea experts.

33. CASA “peace your life, tea your style” • Personnel Plan • Hiring staff looking to grow with the company and having “open-book” accounting, where the dishwashers knew the gross profit and understood how breaking a dish impacted the bottom line. • The Personnel Plan chronicles the growth of the organization to approximately 20 employees in the first 3 years.  • Future years may require a few additional people besides those indicated, depending on the growth of the company

34. Thank you for your attention! CASA