Element Poster design November 20, 2007

Poster Designed by: biplab

Element was designed by the architects behind Britain’s Blue water shopping centre.
The design is really marvelous and In Hong Kong It might be the first shopping centre with
design like that. In Elements people might want to know about the shops for shopping,
Restaurant for dinner or to eat in their free time .They might want to know about the
Cinema hall for their time pass or entertainment .They might want to know about the
location of the Shopping arcade. They might want to know about the Transportation facilities
and so on. Coming here in Elements Public might want to experience the service of the
shopping centre. They might want to seat and have their dinner in a good designed restaurant
in low price of the food. They might want to do shopping in Brand shop or for watching movie in
Grand Cinema .Or just to pass their time here watching ice skating or to do Ice skating. Element
is design in wonderful way. People will come here to spend their free time. Element looks like very
expensive but it’s not so expensive as we think so public want to get good service in low prices so
public will come here to do shopping , watch movie in Grand cinema , Do ice skating and eat in the
really nicely designed Restaurant. The service is very good here in all fields shopping to restaurant
and In Elements they provide Public free drinking water .Some shops there in Elements are really
prestigious and famous brand Like Gucci. The main purpose of most visits is to shop and eat in Element.
Good transportation is available to reach Element, Public don’t need to worry about the transportation.
Public can take Bus, MTR,Cab to go elements so Public might find it easy to go there for shopping and
to dine with their family members or Friends. (the actual size of poster is 20inc x 30inc) this is official
Poster size in England.

The Peak November 13, 2007

This is the new Peak tower and from tower you can view hongkong
with some binocular stuffs. But you gotta insert 5$

This is Old Peak tower.

People are waiting to go to peak in front of the Ticket counter for the
Tram Service. To go Peak you can go on foot also but If you go by Tram
you will have fun because Tram will just climb up the hill and It’s Interesting.

Still Waiting, we were behind 150 or 200 peoples.

Jackie Chan Madame Tussauds Wax creation. Its juss statue but you can
see it looks like real.And there were many HongKong Stars statue in the peak.
This Jackie statue is in the entrance. In front the ticket counter.

Halloween Party from My College November 13, 2007

Students are getting Ready For Halloween Party , with some make up and dress.
This picture was clicked out front side of my college .

This is the place where Party was Held and These all scary stuffs were Designed
by students. It was the banging of the party so not everyone was here in the party.


After 15 minutes Students and teachers started to come to the party and these
students are doing some Performance so they were discussing among about the
role they gonna play.

They are still talking about the same thing.

Now we gonna see some students work

 

 

 

Than the Party started and I left the place , I would stay there but some of my
own problem I cant stay for long hour .

Green Design with Reason November 12, 2007

Biplab Yakso
(researched in internet)

My Ideas for Inno Design Tech Expo 2007

1. Green Colored Reusable bag


Logo
We can create our own logo for this with some slogans

Reason why we shouldn’t use Plastic bag.
Basically plastic bags are not biodegradable. Plastic bags thrown out as waste on lands do not decompose
and remain as such for a long time. This blocks the rain water getting percolated into land and instead makes
to run on the surface of land causing erosion of soil, carrying various pollutants to nearby water bodies resulting
in pollution of water. Erosion of soil in hilly areas makes the roots of trees exposed thereby trees lose their
strength to survive. Further erosion of soil causes washing off vegetation nutrients available in the soil. As
percolation of rain water into land is prevented by plastic bags, recharge of ground water is also affected.
If plastic bags are burnt, they emit hazardous gases causing air pollution. At times, cattle happen to swallow
thrown out plastic bags while they are grazing making them affected by digestion problems causing death.
Besides these ill effects of plastic bags, lot of energy is being used in manufacturing plastic bags and chemical
effluents are coming out and mixed with domestic sewage which is quite not feasible for treating or recycling
with an affordable cost. Thus plastic bags are largely affecting environment in many ways

Reason why we shouldn’t use Paper bag.
Most of the people from the whole world think that Paper bag is good then plastics bags because it is biodegradable.
But in the process of making Paper we need Trees pulp. Paper bag production delivers a global warming double-whammy
forests (major absorbers of greenhouse gases) have to be cut down, and then the subsequent manufacturing of bags produces
greenhouse gases. The majority of kraft paper is made by heating wood chips under pressure at high temperatures in a chemical
solution. As evidenced by the unmistakable stench commonly associated with paper mills, the use of these toxic chemicals contributes
to both air pollution, such as acid rain, and water pollution. Millions of gallons of these chemicals pour into our waterways each year;
the toxicity of the chemicals is long-term and settles into the sediments, working its way through the food chain. It takes 91% less
energy to recycle a pound of plastic than it takes to recycle a pound of paper. But recycling rates of either type of disposable bag are
extremely low, with only 10 to 15% of paper bags and 1 to 3% of plastic bags being recycled, according to the Wall Street Journal.
Current research demonstrates that paper in today’s landfills does not degrade or break down at a substantially faster rate than
plastic does. In fact, nothing completely degrades in modern landfills because of the lack of water, light, oxygen and other important
elements that are necessary for the degradation process to be completed. A paper bags takes up more space than a plastic bag in a
landfill, but because paper is recycled at a higher rate, saving space in landfills is less of an issue.

Why we should use Reusable bag instead of paper/Plastic bag?
But if you decline both paper and plastic bags, then how do you get your groceries home? The answer, according to many environmentalists,
is high-quality reusable shopping bags made of materials that don’t harm the environment during production and don’t need to be discarded
after each use. We can reuse it. We are all responsible for maintaining and fostering a clean, healthy environment.  Reusable bags help reduce
waste and pollution from plastic and paper bags, and promote earth conscious alternatives.
Using environmental eco-friendly reusable
shopping bags instead of paper/ plastic bags is a culture, which will evolve over time. Reusable shopping bag makes the ‘move
in the right direction’ and becomes a lightweight and portable.

Green T-shirt
Design of T-shirt

(front View)

Logo with slogan
* we can make earth and above earth and we can think about other logo design too we can write some slogans about
Environment
For example:
1. Green Earth
2 .Save the Environment
3. Save the trees
4. Happy planet
Why green T-shirt?
When we see green color in our mind our mind pictures’ the green trees or greenery around us and This T-shirt is designed to aware
the public about the importance of green color in human life.
Greenery is very important for healthy life and we can stop many kinds of natural disasters with Tress or green Environment.
Green T-shirt
Design of T-shirt
(Front View)


(Back View)

Logo with Slogan
I haven’t think about logo on this T-shirt design and for slogan we can write some words which represents new For example:
1. Reborn
2. New life
3. Rebirth
what is the reason behind color green and slogans?
Green color also represents new as we have new leaves in spring season we can use this green color as new. This design is for New-year. I think
of this concept because in past days we might have done many mistakes and sins so on. Forgetting those all bad memories we can restart our life
as the new leaves of the tree. This T-shirts will represent as a person is reborn with new hopes and new starts.

Biplab, Yakso
P.s : This is my project and My college is not responsible for any content here.

HongKong October 27, 2007

                

GENERAL INFORMATION OF HONG KONG

Full Country Name:	The Hong Kong Special Administrative Region of China
Status:	Special administrative region of China
Area:	1,098 sq km (424 sq mi)
Population:	6,898,686 (July 2005 est.)
Nationality:	Chinese/Hong Konger
People:	Chinese 95%, other 5%
Languages:	Chinese (Cantonese), English; both are official
Currency:	Hong Kong dollar (HKD) – HKD 7.779 per USD (2004)
Government:	Limited democracy
Legal system:	Based on English common law
Head of State:	President of China, Hu Jintao

HongKong is very nice place for visitor and Tourist can learn Chinese
culture and Hongkong is really place to be fun and it never sleeps .
This video was sooted in Central district near Ifc and near Discovery bay pier.

Halloween Project October 26, 2007

We student from Graphic Design Department, we got Halloween Project
For project we are said to create some 3D (3 Dimensional) stuffs and it
must be in human size and we have worked individually for this project
and we all student think that we did our best .

This was My work and I added fence wire in head and in eye I want to
add some flesh like materials only in one eye and I will put bloods on
the body I put Bandage as it’s clothes and I will do more painting on
face to make more scary.

One of my class friend did this work and she used Balloon for the
head and she painted it withred (as blood) and she put mask over
the head to give it shape and mask has attached hair.I think its pretty
scary and for body she use black big plastic bag.

This work was performed by Karen if I’m not wrong. And she did work
on white cloth she make a man without one leg and it was hanged by
a rope and eyes were made by Buttons ,I think its good job.

I don’t know who made this stuff but I think it’s cool .

Leo Did this job and he made skull with newspaper and he was telling me
that he would make it better next week and he planned to add body for
this skull and think this also one of the cool job.

I don’t know what this lady’s name is but she did a good job she make a
head of a alien or I can’t figure it out .And she made big lips with foam and
she put snakes and worms on the lips and attach some snake like stuffs
on its head.

This was made by one of my friend I usually hang around with but I don’t
remember his name for the time being.And he did worked on a mask and
he put some scar on the forehead of the mask and he make foils eyes and
mouth,he wrapped it with black nylon . He has worked on this really nicely .
For hand he put some cotton on the gloves and attached to the body.

This was done by the girl with cap (on the pic) I don’t know her’s name too
and she worked on a monster pumpkinshe added some legs of chart paper
(black chart paper) and she have made some small pumpkin monster and
she was planning to make a spider web and I think she also did cool job.

I did this sketch in spare time.

This was also done by a girl of my class and she made a guy with white Tee and
pant and she put some rice on the hand portion to make it swing and she make
him wear socks and there also she put some rice so it can be seen like really flip
and she hanged it with the help of ropes and it really seems like someone have
did suicide and when we asked any reason behind this thing and she told us
he suicide for his lover cool job.

This stuff is really freaking scary I think cuz she did worked with bamboo and paper
brown paper and she painted the brown paper head with color and she really make
scary thing and she was working on the things so I didn’t get chance to see all her work
but I think she did good job.

More stuffs of our Project

This all picture were clicked on class room and we clicked these pics for memory and I think we did good job. We have to hand it on coming Wednesday .

*Explain and analyze how terms becomes a part of a contract ? (200 words or above) June 22, 2007

Date: 22/June /2007

Home work

Candidate’s name: Yakso Biplab

Explain and analyze how terms becomes a part of a contract? (200 words or above)

 

Almost everyone makes contracts every day. Sometimes written contracts are required, e.g., when buying a house. we need written contract. However the contracts can be made orally or written. Like we can buy a coke in a shop we don’t make a written contract here we use our words and it can be called as oral contract. A contract is a legally binding exchange of promises or agreement between parties that the law will enforce. Once we made a contract we can’t breach the contract, if we do so the other parties can sue us.

Contracts of employments include terms that are either expressed or implied. ‘Express terms’ are ones which are either expressed orally or are actually written into the contract. Both parties should be clear about the rights and obligations of the contract. Failure to do so disputes may occur and court have to solve the problem. The written statement must include the following points:

• Names of the employer and employee.
• Date on which the employment began.
• Job title or brief job description.
• Working hours.
• Holiday entitlement.
• For fixed term jobs the date when it is to end.
• The address of the place of work.

The statement must also include details of the employer’s disciplinary and grievance procedures, and state whether or not a pensions contracting-out certificate is in force for the employment in question.

 

Implied Terms

A term may either be expressed or implied. An Express term is stated by the parties during negotiation or written in a contractual document. Implied terms are not stated but nevertheless form a provision of the contract. The seller of goods and services must give certain implied terms. For goods these are satisfactory quality, fitness for purpose, conformity with sample or description and the right to sell the goods. Such implied terms can be excluded or restricted except where the law prohibits it. It is not normally possible to reduce the statutory legal protection of consumers. Terms may be implied due to the facts of the proceedings by which the contract was formed. Implied terms may not appear in a written contract or may not be expressed orally contract may be implied by the law. The main instances when court will imply terms are in the following circumstances:

Previous dealings

Between the parties terms contract may be implied in the contract as previous dealings. They must have intended the same terms to apply even though they haven’t express orally or written.

Business efficacy
to make contract effective and workable to make the sense of the contract this terms may be implied.

Trade usage or custom
In the particular business this terms might implied into a contract by custom or as a result of normal practice.

Statute
A statute is a formal, written law of a country or state, county, written and enacted by its legislative authority, perhaps to then be ratified by the highest executive in the government, and finally published. Typically, statutes command, prohibit, or declare policy. Statutes are sometimes referred to as legislation.
Terms of the contract can be divided into:

Conditions or warranties
Conditions are terms which go to the very root of a contract. Breaches of these terms repudiate the contract, allowing the other party to discharge the contract. A warranty is not so imperative so the contract will subsist after a breach. Breach of either will give rise to damages. It is an objective matter of fact whether a term goes to the root of a contract. By way of illustration, an actress’ obligation to perform the opening night of a theatrical production is a condition, whereas a singers obligation to perform during the first three days of rehearsal is a warranty. Breach of the terms will give rise to damages.

Innominate terms
depending upon the nature of the breach these terms may or may not go to the root of the contract. Breach of these terms, as with all terms, will give rise to damages. Whether or not it repudiates the contract depends upon whether legal benefit of the contract has been removed from the innocent party.

Yakso Biplab
Professional Advance Diploma
in Business Management & Marketing Management

Annual Marketing Plans June 22, 2007

Date : 20 August 2007
Candidate’s Name : Biplab Yakso
Advance Diploma in business and Marketing
Project work about The Annual marketing Plans

The Annual Marketing Plans Executive Summary

The Daily Coffee (TDC) is a specialty beverage retailer. TDC uses a system that is new to the beverage and food service industry to provide hot and cold beverages in a convenient and time-efficient way. TDC provides its customers the ability to drive up and order (from a trained Barista) their choice of a custom-blended espresso drink, freshly brewed coffee, or other beverage. TDC is offering a high-quality option to the fast-food, gas station, or institutional coffee.The Daily Coffee offers its patrons the finest hot and cold beverages, specializing in specialty coffees, blended teas, and other custom drinks. In addition, TDC will offer soft drinks, fresh-baked pastries and other confections. Seasonally, TDC will add beverages such as hot apple cider, hot chocolate, frozen coffees, and more.The Daily Coffee will focus on two markets:
The Daily Commuter- someone traveling to/from work, out shopping, delivering goods or services, or just out for a drive.
The Captive Consumer- someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment.The Daily Coffee will penetrate the commuter and captive consumer markets by deploying Drive-thru facilities and Mobile Cafes in the most logical and accessible locations. The Drive-thru facilities are designed to handle two-sided traffic and dispense customer-designed, specially ordered cups of premium coffees in less time than required for a visit to the locally owned cafe or one of the national chains.In addition to providing a quality product and an extensive menu of delicious items, to ensure customer awareness and loyalty, as well as good publicity coverage and media support, we will be donating up to 7.5% of revenue to local charities based upon customer choices.The Daily Coffee financial picture is quite promising. Since TDC is operating a cash business, the initial cost is significantly less than many start-ups these days. The process is labor intensive and TDC recognizes that a higher level of talent is required. The financial investment in its employees will be one of the greatest differentiators between it and TDC’s competition. For the purpose of this pro-forma plan, the capital expenditures of facilities and equipment are financed. There will be minimum inventory on hand so as to keep the product fresh and to take advantage of price drops, when and if they should occur.The Daily Coffee anticipates the initial combination of investments and long term financing of $425,000 to carry it without the need for any additional equity or debt investment, beyond the purchase of equipment or facilities. This will mean growing a bit more slowly than might be otherwise possible, but it will be a solid, financially-sound growth based on customer request and product demand.The Daily Coffee chooses to become the Drive-thru version of Starbucks between the mountains, obtaining several million dollars through an initial public or private offering that would allow the company to open twenty to thirty facilities per year in all metropolitan communities in the North, Midwest, and South with a population of over 150,000. This is the preferred Exit Strategy of the Management Team. The danger in this is that competitors would rise up and establish a foothold on a community before–or in the midst of–the arrival of The Daily Coffee, causing a potential for a drain on revenues and a dramatic increase in advertising expenditures to maintain market share. Knowing these risks–and planning for them–gives TDC the edge needed to make this scenario work.The balance sheet estimates a Net Worth of $1,075,969 for the third year, cash balances of $773,623 and earnings of $860,428, based on 13 Drive-thru and four Mobile Cafes, it is not unrealistic to put a market value of between $4 and $9 million on the company. At present, such companies are trading in multiples of four to 10 times earnings, and it is simple mathematics to multiply the success of TDC by the number of major and smaller metropolitan areas between the mountain ranges of the United States.

Highlight Objectives

The Daily Coffee has established three firm objectives it wishes to achieve in the next three years:
1. Thirteen Drive-thru locations and four fully booked Mobile Cafes by the end of the third year.
2. Gross Margin of 45% or more.
3. Net After-tax Profit above 15% of Sales.

Mission

The Daily Coffee Mission is three-fold, with each being as integral to our success as the next.
Product Mission – Provide customers the finest quality beverage in the most efficient time.
Community Mission – Provide community support through customer involvement.
Economic Mission – Operate and grow at a profitable rate through sound economic decisions.

Keys to Success

There are four keys to success in this business, three of which are virtually the same as any foodservice business. It is our fourth key–the Community Mission–that will give us that extra measure of respect in the public eye.

Company Summary

The Daily Coffee is a specialty beverage retailer. TDC uses a system that is new to the beverage and food service industry to provide hot and cold beverages in a convenient and time-efficient way. TDC provides its customers the ability to drive up and order from a trained Barista their choice of a custom blended espresso drink, freshly brewed coffee, or other beverage. TDC is offering a high quality option to the fast-food, gas station, and institutional coffee.

Company Ownership

The Daily Coffee is a Limited Liability Corporation. All membership shares are currently owned by Bart and Teresa Fisher, with the intent of using a portion of the shares to raise capital.The plan calls for the sale of 100 membership units in the company to family members, friends, and Angel Investors. Each membership unit in the company is priced at $4,250, with a minimum of five units per membership certificate, or a minimum investment of $21,250 per investor.If all funds are raised, based on the pricing established in the financial section of this plan, Bart and Terri Fisher will maintain ownership of no less than 51% of the company.

Start-up Summary

The Daily Coffee start-up expenses total just $370,170. The majority of these funds–roughly $300,000–will be used to build the first facility, pay deposits, and provide capital for six months of operating expenses. Another $35,000 will be used for the initial inventory and other one-time expenses. The Daily Coffee anticipates the need for roughly $30,000 in operating capital for the first few months of operation.

Start-up
Requirements
Start-up Expenses
Legal	$3,500
Office Equipment	$4,950
Drive-thru Labor (6 months)	$65,000
Drive-thru Finance Payment (6 months)	$12,300
Drive-thru expenses (6 months)	$8,520
Land Lease (6 months)	$7,200
Vehicle Finance (6 months)	$3,700
Administration Labor (6 months)	$54,000
Website Development & Hosting	$5,600
Identity/Logos/Stationary	$4,000
Other	$5,000
Total Start-up Expenses	$173,770
Start-up Assets
Cash Required	$25,500
Start-up Inventory	$35,000
Other Current Assets	$0
Long-term Assets	$131,400
Total Assets	$191,900
Total Requirements	$365,670

Start-up Funding
Start-up Expenses to Fund	$173,770
Start-up Assets to Fund	$191,900
Total Funding Required	$365,670
Assets
Non-cash Assets from Start-up	$166,400
Cash Requirements from Start-up	$25,500
Additional Cash Raised	$0
Cash Balance on Starting Date	$25,500
Total Assets	$191,900
Liabilities and Capital
Liabilities
Current Borrowing	$9,000
Long-term Liabilities	$131,400
Accounts Payable (Outstanding Bills)	$0
Other Current Liabilities	$0
Total Liabilities	$140,400
Capital
Planned Investment
Partner 1	$10,000
Partner 2	$10,000
Partner 3	$10,000
Partner 4	$10,000
Partner 5	$11,500
Partner 6	$10,000
Partner 7	$11,500
Partner 8	$10,000
Partner 9	$11,500
Partner 10	$10,000
Partner 11	$11,500
Partner 12	$11,500
Other	$97,770
Additional Investment Requirement	$0
Total Planned Investment	$225,270
Loss at Start-up (Start-up Expenses)	($173,770)
Total Capital	$51,500
Total Capital and Liabilities	$191,900
Total Funding	$365,670

Start-up

Company Locations and Facilities

The Daily Coffee will open its first drive-thru facility on Manchester Road in the Colonial Square Shopping Center. Twelve more drive-thru facilities will be placed throughout the metropolitan area over the next three years. The drive-thru in the Colonial Square Shopping Center will serve as the commissary for the first mobile unit.The demographic and physical requirements for a Drive-thru location are:

• Traffic of 40,000+ on store side.

• Visible from roadway.

• Easy entry with light if less than 30,000 cars.

• Established retail shops in area.

Products

The Daily Coffee provides its patrons the finest hot and cold beverages, specializing in specialty coffees and custom blended teas. In addition, TDC will offer select domestic soft drinks, Italian sodas, fresh-baked pastries, and other confections. Seasonally, TDC will add beverages such as hot apple cider, hot chocolate, frozen coffees, and more.

Product Description

TDC provides its customers, whether at a Drive-thru facility or one of the Mobile Cafes, the ability to custom order a coffee beverage that will be blended to their exact specifications. Each of TDC’s Baristas will be trained in the fine art of brewing, blending, and serving the highest quality hot and cold beverages, with exceptional attention to detail.Besides coffees, The Daily Coffee will offer teas, domestic and Italian sodas, frozen coffee beverages, seasonal specialty drinks, pastries, and other baked goods. Through the website and certain locations, TDC will market premium items such as coffee mugs, T-shirts and sweatshirts, ball caps, and more.

Competitive Comparison

The Daily Coffee considers itself to be a player in the retail coffee house industry. However, it knows that competition for its products range from soft drinks to milkshakes to adult beverages.The Daily Coffee primary competition will come from three sources:
1. National coffee houses such as Starbucks and Panera.
2. Locally owned and operated cafes.
3. Fast food chains and convenience stores.What will make The Daily Coffee stand out from all its competitors are two things:The Daily Coffee will be providing products in the most convenient and efficient way available–either at one of the two-sided Drive-thru shops, or at one of the Mobile Cafes. This separates TDC from the competition in that its customers won’t need to find a parking place, wait in a long line, jockey for a seat, and clean up the mess left by a previous patron. TDC customers can drive or walk up, order their beverage, receive and pay for the beverage, and drive off.The second differentiator is The Daily Coffee ’s focus on providing a significant benefit to the community through a possible 7.5% contribution to customer-identified charities, schools, or other institutions.

Sourcing

The Daily Coffee purchases its coffees from PJ’s Coffee. TDC also has wholesale purchasing agreements for other products with Major Brands, Coca-Cola, Big Train, Al’s Famous Filled Bagles, L&N Products, and Royal Distribution.The Drive-thru facilities are manufactured by City Stations and the Mobile Cafes are manufactured by Tow Tech Industries.Fulfillment equipment suppliers include PJ’s Coffee, City Stations, Talbert Ford, and Retail Image Programs. The Daily Coffee ’s computer equipment and Internet connectivity is provided by NSI Communcations.

Technology

The Daily Coffee ’s delivery system is based on its technology. TDC is using state-of-the-art, two-sided, Drive-thru facilities to provide convenience and efficiency for its clientele. An architectural exterior diagram of the Drive Thru building can be found on the following page. The Daily Coffee Coffee has also designed state-of-the-art Mobile Cafes that will be deployed from time to time on high school and college campuses, corporate campuses, and at special events.

Future Products

As seasons change, The Daily Coffee will be offering products that will enhance sales and satisfy its customers’ desires. During summer months, TDC will subsidize lower hot beverage sales with frozen coffee drinks, as well as soft drinks, and other cold beverages. TDC will also have special beverages during holiday seasons, such as Egg during the Christmas season and Hot Apple Cider in the Fall.The Daily Coffee ’s primary desire will be to listen to its customers to ascertain what they are looking for most, and provide it.

Market Analysis Summary

The Daily Coffee will focus on two markets:
1. The Daily Commuter- someone traveling to or from work, out shopping, delivering goods or services, or just out for a drive. 2. The Captive Consumer- someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment.

Market Segmentation

The Daily Coffee will focus on two different market segments: Commuters and Captive Consumers. To access both of these markets, TDC has two different delivery systems. For the commuters, TDC has the Drive-thru coffee house. For the captive consumer, TDC has the Mobile Cafe.Commuters are defined as any one or more individuals in a motorized vehicle traveling from point “A” to point “B.” The Daily Coffee ’s greatest concentration will be on commuters heading to or from work, or those out on their lunch break.Captive Consumers would include those who are tethered to a campus environment, or in a restricted entry environment that does not allow free movement to and from. Examples would include high school and college campuses, where there is limited time between classes, and corporate campuses where the same time constraints are involved, but regarding meetings and project deadlines, and special events–such as carnivals, fairs or festivals–where there is an admission price to enter the gate, but exiting would mean another admission fee, or where refreshments are an integral part of the festivities.The following chart and table reflect the potential numbers of venues available for the Mobile Cafes and what growth could be expected in those markets over the next five years. For a conservative estimate of the number of Captive Consumers this represents, multiply the total number of venues in the year by 1,000. As an example, in the first year, The Daily Coffee is showing that there are a total of 2,582 venues at which we might position a Mobile Cafe. That would equate to a Captive Consumer potential of 2,582,000.Similarly, there are well over 2,500,000 commuters in the metropolitan area, as well as visitors, vacationers, and others. It can also be assumed that these commuters do not make only one purchase in a day, but in many cases, two and even three beverage purchases.The chart reflects college and high school campuses, special events, hospital campuses, and various charitable organizations. A segment that is not reflected in the chart (since it would skew the chart so greatly) is the number of corporate campuses in the metropolitan area. There are over 1,700 corporate facilities that house more than 500 employees, giving us an additional 1,700,000 prospective customers, or total of 2,582 locations at which we could place a Mobile Cafe.
Market Analysis

Market Analysis
		2001	2002	2003	2004	2005
Potential Customers	Growth						CAGR
Public High School Campuses	1%	80	81	82	83	84	1.23%
Private High Schools	0%	88	88	88	88	88	0.00%
College Campuses	0%	77	77	77	77	77	0.00%
Golf Courses	0%	99	99	99	99	99	0.00%
Special Events	3%	43	44	45	46	47	2.25%
Non-Profits w/$500K+ Budgets	2%	362	369	376	384	392	2.01%
Hospital Campuses	0%	100	100	100	100	100	0.00%
Total	1.10%	849	858	867	877	887	1.10%

Target Market Segment Strategy

TDC’s target market is the mobile individual who has more money than time, and excellent taste in a choice of beverage, but no time to linger in a cafe. By locating the Drive-Thru in high traffic/high visibility areas, this unique–and abundant–consumer will seek The Daily Coffee out and become a regular guest.To penetrate the target market for the Mobile Cafes, these units will do what they were designed to do. The Daily Coffee will take the cafe to the customer! By using the community support program TDC is instituting, arrangements will be made to visit a high school, college campus, or a corporate campus once or twice a month (Even visit these facilities for special games, tournaments, recruiting events, or corporate open houses). And, for every cup or baked goods sold, a portion is returned to the high school or college. It becomes a tremendous, painless way for the institution to gain a financial reward while providing a pleasant and fulfilling benefit to their students or employees.

Market Needs

The United States is a very mobile society. With the introduction of the automobile, we became a nation that thrived on the further freedom of going where we wanted when we wanted. It has only gotten worse. There are over 250 million men, women and children in America, half of whom are too old, too young, or too poor to drive an automobile. Yet, there are more licensed vehicles in the country than people. And that mobility has created a unique need in our society.Our market is made up of consumers who have busy schedules, a desire for quality, and disposable income. As much as they would like the opportunity to sit in an upscale coffee house and sip a uniquely blended coffee beverage and read the morning paper, they don’t have the time. However, they still have the desire for the uniquely blended beverage as they hurry through their busy lives.

Market Trends

Nearly twenty years ago, a trend towards more unique coffees began to develop in the U.S. There had always been specialty coffee stores, such as Gloria Jeans and others, but people began to buy espresso machines for their homes and offices, and people began to have coffee tastings. Then espresso bars began to appear and, inevitably, along came Starbucks … the quintessential bastion of the upwardly mobile professional who wanted to take control over how their beverage would taste and smell.However, we have also become more rushed for time during that same period. Those same consumers who helped push Starbucks to $2.2 billion in global sales are now rushing kids to soccer and basketball games, running to the grocery and trying to get to work on time and back home in time for dinner … or to get to the next soccer game. Yet, they still have the desire for that refreshing, specially blended coffee each morning.Lately, we’ve seen the introduction of beverage dispensers at convenience stores that spit out overly-sweet, poorly blended cappuccinos in flavors such as french vanilla or mocha, and consumers are paying as much as $3.00 for these sub-standard beverages.The market is primed for the introduction of a company that offers a superior quality, specially blended product in a convenient, drive-thru environment at a price that is competitive to the national coffee houses.

Market Growth

According to industry statistics, the consumption of coffee and flavored coffee products is growing rapidly. The largest national brand for retail coffee outlets achieved $2.2 billion in sales in 2000 with 3,000 retail outlets. They are anticipating opening 7,000 more outlets in the next five years and increasing revenues to over $6 billion.That is the coffee consumer market. The segment of that market we are targeting is the commuter and that number is increasing. In the metropolitan area, as with many metropolitan areas in the country, there is a migration away from the cities.It is estimated that there are well over 2.5 million commuters driving to and from work each day in our market. Statistically, at least 50% of those are coffee drinkers. That gives The Daily Coffee significant daily target for its products. Those numbers are growing by 6% per year.

Industry Analysis

The coffee industry has grown by tremendous amounts in the U.S. over the past five years. Starbucks, the national leader, had revenues in fiscal 2000 of $2.2 billion. That is an increase of 32% over Fiscal 1999. Starbucks plans to increase revenues to over $6.6 billion from 10,000 retail outlets by 2005.Even general coffee sales have increased with international brands such as Folgers, Maxwell House, and Safari coffee reporting higher sales and greater profits.America is definitely a coffee country and the coffee industry is reaping the rewards.

Industry Participants

There is only one national Drive-thru coffee franchise operation in the U.S. with any legs, and that is a subsidiary of Chock Full ‘o Nuts called Quikava. Quikava operates predominantly on the East Coast and in the Upper Great Lakes. The East and West coasts, and even some Mountain and Midwest states, have smaller local drive-thru chains such as Caffino, Java Espress, Crane Coffee, Java Drive, Sunrise Coffee, and Caffe Diva. However, other players in the premium coffee service industry would include Starbucks, Gloria Jean’s, Caribou Coffee, Panera and locally owned and operated coffee shops or “cafes.”

Distribution Patterns

The cafe experience comes from the Italian origins of espresso. The customer comes in to a beautifully decorated facility, surrounded by wondrous aromas and finds himself involved in a sensory experience that, more often than not, masks an average product at a premium price. However, the proliferation of cafes in the United States proves the viability of the market. It is a duplication of the same delivery process as currently exists in Europe.

Competition and Buying Patterns

There are four general competitors in The Daily Coffee ’s drive-thru market. They are the national specialty beverage chains, such as Starbucks and Panera, local coffee houses–or cafes–with an established clientele and a quality product, fast food restaurants, and convenience stores. There is a dramatic distinction among the patrons of each of these outlets.Patrons to a Starbucks, or to one of the local cafes, are looking for the “experience” of the coffee house. They want the ability to “design” their coffee, smell the fresh pastry, listen to the soothing Italian music, and read the local paper or visit with an acquaintance. It is a relaxing, slow paced environment.Patrons of the fast food restaurants or the convenience stores are just the opposite. They have no time for idle chatter and are willing to over-pay for whatever beverage the machine can spit out, as long as it’s quick. They pay for their gas and they are back on the road to work. Although they have the desire and good taste to know good from bad, time is more valuable to them.Competitors to the Mobile Cafes on campuses would include fast food restaurants–assuming they are close enough to the consumer that they can get there and back in the minimal allotted time, vending machines, and company or school cafeterias. The consumers in this environment are looking for a quick, convenient, fairly priced, quality refreshment that will allow them to purchase the product and return to work, class, or other activity.Competitors to the Mobile Cafes at events such as festivals and fairs would include all the other vendors who are licensed to sell refreshments. Attendees to such events expect to pay a premium price for a quality product.

Main Competitors

When measuring head-to-head, direct competitors, we have found that there are none in the metropolitan area. The Daily Coffee will be the first double-sided, drive-thru coffee house in the metropolitan area. However, there is still significant competition from traditional coffee houses and other retailers.
National Chains:Starbucks, the national leader, had revenues in fiscal year 2000 of $2.2 billion. That is an increase of 32% over fiscal year 1999. Starbucks plans to increase revenues to over $6.6 billion from 10,000 retail outlets by 2005.Panera had revenues of $151 million from corporate owned stores and $350 million from franchised locations in fiscal year 2000. This fiscal year revenue was an increase in 28.9% on a per store basis versus fiscal year 1999.The Daily Coffee believes it has a significant competitive advantage over these chains because of the following benefits:

• Drive-thru Service

• More Substantial Customer Service

• Community Benefit

• Mobile Cafes

• Selection

• Higher Product Quality

Local Cafes:The toughest competitor for The Daily Coffee is the established locally owned cafe. TDC knows the quality and pride that the local cafe has in the product purchase by their customers. Any local cafe has a customer base that is dedicated and highly educated. The quality of beverages served at an established cafe will surpass any of the regional or national chains.The competitive edge The Daily Coffee has on the local cafes is based on the attributes of:

• Drive-thru Service

• Supply Discounts

• Mobile Cafe

• Consistent Menu

• Community Benefit

• Quality Product

Drive-thru Coffee Houses:There is not a drive-thru specialty beverage retailer with significant market presence in the central United States. The only company with similar depth to that of The Daily Coffee is Quikava, a wholly owned subsidiary of Chock Full’o Nuts. However, Quikava has limited its corporate footprint to the East Coast and the Great Lakes Region.In the drive-thru specialty beverage market, The Daily Coffee has a competitive edge over the smaller retailers, and even Quikava, due to:

• Mobile Cafes

• Consistent Menu

• Community Benefit

• Quality Product

• Supply Discounts

• Valued Image

• Greater Product Selection

Fast Food and Convenience Stores:These are two industries where The Daily Coffee will experience a certain level of competition. The national fast food chains and national convenience store chains already serve coffee, soda, and some breakfast foods. The national fast food chains obviously know the benefits and value to customers of drive-thru. TDC knows that within the specialty coffee and tea market, the quality of the products sold will be much greater than what can currently be purchased at fast food and convenience stores. The addition of domestic soda sales for these stores is a large part of revenue. TDC knows the quality of our products, along with the addition of domestic soda and the ease of drive-thru, gives it a competitive edge over fast food and convenience stores.
Other competition:The Daily Coffee knows that once it has entered the market and established a presence, others will try to follow. However, TDC believes that the corporate missions and even the organizational design will be imitated, but never duplicated. TDC will constantly evaluate its products, locations, service, and corporate missions to ensure that it remains a leader in the specialty beverage industry.
Biplab Yakso

 

Advance Diploma In Marketing and Business Project work on Annual Marketing Plan