Nationality and the name

Before the unification of Limbuwan with Gorkha, the Term Limbu did not stand as Jaat or Varna of Hindu system, but Limbu meant anyone living in the Limbuwan’s domain. After the Unification of Limbuwan and Gorkha, the Gorkhali King and Khas-Brahmin immigrants classified all those living in Limbuwan as Limbus and ranked them as one of the “Namasine Matwali Jaat”.

The term “Subba” is not a clan name of a Limbu nationality, Subba is a title given by the Shah Kings to Limbu village chiefs. Subba is not an indegenous Limbu terminology, but now Limbu and Subba are almost interchangeable terms.

The term “Yakthumba or Yakthungba” is also not a clan name. Limbus call themselves Yakthumba in their own language and thus its an endonym of term Limbu.

The clan names have terms attached to it as well, Libang means the Archer, Tilling means the Police, Menyangbo means the unsuccessful one, Samba means the priest, and etc. However, clans also have meanings which evolved from sentences eg. Hembya was according to legend, evolved from “Hey’ nangh wa” which translates to “Over there also”. However, on original verbal dialect, ‘Hembya’ would be pronounced as “Hem-phe”. This name was previously used to identify Thebe’s next clan who settled in a different territory.

Clans and Marriages

To Limbus, genealogy is very important before conducting marriages. Limbus don’t marry within their own clan and not into their mother’s clan or their grandmothers’ clan. Some Traditional and cultural Limbus with strong background, avoid marriages into clans from which they derive their blood, up to seven generations in their father’s line and up to five generations in their mother’s line. That means Marriages into great-great-great grandmothers’ clans are also avoided.

A person of Sering-Chongbang clan can marry a person of Phago-Chongbang or Kajum-Chongbang clan but not of Sering-Chongbang clan, this is because all the members of Sering-Chongbang are descended from the same male ancestor and considered related by bone and blood.

List of Limbu Clans

P.s : I’ll post more clans later feel bored !

मेरो आशा निराश न होला,
भनि तिम्रै बाटो हेरी कुरी रहने छु ।
तिमी पनि मलाई साथ दिन्छौ होला ,
भनि सदैब हर पैला तिमी सँग चाल्ने छु ।

हर दु:ख मा साथ देन्छौ भनि,
तिम्रै बाटो कुरी रहन्छु ।
मेरो हर पाहिलामा तिम्रै साथ पाउ भनि,
आश गरी रहन्छु ।

निरासामा तिमी मेरो आशा बनी देउ,
मन हारेको बेलामा मेरो साहास बनी देउ ।
जीवन देखी हारेको बेला तिमी मेरो आत्माबल बनी देउ ,
मेरो जीवन को अन्धकार मा तिमी मेरो ज्योति बनी देउ ।

म जीवन को बाटोमा कतै हरायो भने ,
तिमी मेरो सहयात्री बनी मलाई डोरै देउ।
मेरो जीवनको अन्धकारमा तिमी मेरो ज्योति बनी देउ ।

मेरा नयन आशुले रुझेको बेला तिमी मुस्कान बनी देउ,
मेरो दु:खमा तिमी खुशी बनी आउ।
रातको अन्धकारमा सपना बनी आइदेउ,

Ps: Nice poem by : Nanu

Where do they inhabit?
Sunuwar peoples’ ancient habitation is Eastern hilly regionof Nepal. The hilly landscape range of Likhu, Khimti, Sunkoshi and Bhotekoshi (Okhaldhunga, Ramechhap, Dolkha, Shindhuli, Khotang, Jhapaand Ilam Districts of Nepal) etc are the main habitation. Allmost allhouses in the village are made up of mud, stone and wood. Most traditional houses have artistic wooden windows and doors. Besides it,arts and crafts of mud, wood and stone etc are placed on the walls and corners in their traditional house. These days, Sunuwar peoples are migrating from village to city, Hills to Terai for the search of facilities like modern education, hospital, electricity, communication,transportation and entertainment etc that makes the life easier. Many Sunuwar peoples are migrating in the cities like Kathmandu, Dharan,Biratnagar, Itahari, Katari etc and even outside the country like India, China, United Kingdom, USA, Canada, Australia etc. Actually in modern days, Sunuwar peoples are not only limited in their ancient-village but also they are raoming all over the world.

Tribal Language [Koich-Lo]
Sunuwar Peoples have their own tribal language calledSunuwari Language [Koich-Lo]. According to many linguists and researchers Sunuwari language is similar to Tibeto Berman group but not exact. Only Sunuwar peoples speak and understand Sunuwari language therefore it is the indentification of Sunuwar tribe. Sunuwari languageis also very important to carry out and to perform their cultural activities, feasts, festivals and traditions. Every cultural ceromony of these people cannot be continued without their own tribal language.But this language (Koich-Lo) is became an endangered language thesedays. The total population of Sunuwar tribe is only around 100,000 and the Sunuwari language speakers are very few than other indigenous language speakers. There are many reasons that harm the Sunuwar Language, but, the state, the indigenous peoples and the Sunuwar peoples must need a strong effort for the conservation, development and the promotion of Sunuwari Language [Koich-Lo]

Traditional Costumes of Sunuwar Peoples

Sunuwar peoples have their own traditional cultures, costumes and social structure. Their language, cultures and costumes are themain identification of Sunuwar peoples. The costumes they wear is very endangered and unique because of its tipical design and the materials that are used to make these costumes. The raw materials they used and the artistc costumes they make shows Sunuwar peoples knowledge and their art. Sunuwar men wear Daura, Suruwal, Topi, artistic Bhoto,Jali-Rumal (colourful scarf made from cotton) on neck, Kambari(colourful artistic belt made from cotton which is used to carry monetery coins), Nache (small gold/silver ear-ring) in ear etc. Sunuwar women wear Fariya (sari), Chaubandi Choli (artistic long sleev), Patuki(belt of cloth), artistic Bhoto, Madwari/madauri (artistic goldear-ring), Dhungri and Bulaki (artistic gold ornaments wear in nose),gold/silver ring, artistic silver bangles on hand and on leg,Charani/Aathhani Mala (silver coins chain on neck), Thaili/Basa (pursethat made from cotton or woolen) and large woollen scarf on head etc.

Culture of Sunuwar Peoples
Sunuwar peoples are very rich in their traditional cultures.They have more than hundreds of Sunuwari traditional feast and festivals which is difficult to explain in details. Every traditional feasts and festivals have its own objectives, characterstics and system of celebration. Some greatest traditional festivals are mentioned.Chandi puja (Shyadar-Pidar), Gil puja (Gil-Pidar), Meserani puja(Meserani-Pidar) etc are important. They celebrate Shyadar-pidar festival in the Day of Buddha Purnima or after 5 days of Buddha purnima(panchami) according to Nepali calendar. They offer blood of thousands of animals like pig, cock, goat etc to their goddess Chandi in the day of Shyadar pidar. Sunuwari New year is start from Basanta Panchami. Asa whole community, they celebrate Meserani pidar two times per year but individually they celebrate it any time. Some famous festivals are listed below:
Famous Traditional Cultures of Sunuwar Peoples
*  Shyadar Pidar                * Gil Pidar
*  Fol Pidar                        * Sida Pidar
*  Phachegyami Pidar       * Meserani Pidar
*  Dashgyami Pidar           *  Surom Pidar
*  Katgyani Pidar               *  Sed Pidar
*  Ragangyami Pidar         *  Nakdevi Pidar
*  Nimlo Pidar                    *  Chhengu Pidar
*  Waash Thheplu Pidar    *  Phooss Pidar
*  Gijo Pidar                       *  Kash Pidar
*  Sagun Pidar                   *  Kalpip Pidar

Lifestyle of Sunuwar Peoples

The major occupation of Sunuwar peoples is agriculture.More than 80% of Sunuwar people are depended on their house hold agriculture farming. Crop cultivation and cattle farming are the main agricultural works. Sunuwar peoples also took part in the second worldwar and they became a brave army. Some Sunuwar peoples still join the British Army and Indian Army. Some medium educated people go to abroad countries for job because it is difficult to get uppertunities within the nation. Attractive salaries and facilites in abroad countries motivated these people for abroad job. Only few Sunuwar peoples are involved in Government and private service over here.

*thank you for reading this post

I tried to find what you need,
How hard I try I can’t stop loving you.
How could I hate you,
Once I had loved you so deeply.

What a burden in my heart,
My love you Murdered.
Grief you left inside me,
While you take my heart out of my dead soul.

What a heart you have,
A love you taught me.
I sincerely can’t live my life,
Without you and without loving you.

(I wrote this poem for “Incomplete Journey “  Never hurt the one who loves you the most”. This story  is co-written by me with my Young brother Birat. In this poem I tried to express the agony of being betrayed. This story consist Romance / Drama. This Novel is not Completed yet.)

Poison with morning dew,
Where the mare sunlight glare thru chilling cold air.
Hope of getting you back is so thin and sorrows Grew,
I’m still breathing with no air.

The guilt of letting you lose your last breath,
Killing me every moment.
The sensation of your Kiss and hot breath,
Hunts me every night and every single moment.

When you hold your last breath,
I was half alive.
When you lose your breath,
I was a second faster to lose my life.

*9/27/2008 Saturday

Limbu Language
Limbu (Limbu:Yakthungpan; “Language of the Yakthung/Limbus”) is a Tibeto-Burman language spoken in Nepal,Sikkim, Kashmir and parts of Northern India, by the Limbu community. Limbu language has its own unique evolution of Tibetan and Devanagiri writing system. Far more Limbus are literate in Nepali than in Limbu, thus many Limbu publications are accompanied by Nepali translation. Limbu language is one of the major spoken and written languages of Nepal, Sikkim and other parts of Northern India. Today, linguists have reached the conclusion that pronominalization is indigenous development of Tibeto-Burman language and Limbu language bears close resemblance with Khambu Sampang and unique Tibetan dialects. Limbu language has four main dialects-Panchthare, Tamarkhole, Phedape and Chatthare. Before the introduction of Sirijonga script among Limbu Kiratas, Rong script was popular in East Nepal specially in early Maurong state. Sirijonga script had almost disappeared for 800 years and it was brought into practice again by Te-Ongsi Sirijonga Thebe (1704 – 1741 A.D.) of Tellok Sinam who fled to Sikkim where he was put to death by the Lamas of Sikkim in charge of educating people in Limbu language and script in 1741. However, historical evidence show that Te-Ongsi Sirijonga Thebe studied under Sikkimese Lamas and Brahamans in India. The Limbu language and literature has been less practiced in Nepal since the last eighteenth century. The cultural identity of any community was taken as a threat to the national unification by ruling elites until the recent years. The use of Limbu alphabets was banned and the possession of Limbu writings outlawed. There were no specific law about it, but Security Act was enforced for such cases under the strong directives of Kathmandu.

Limbu economy
The Limbus traditionally practiced subsistence farming. Rice and maize comprised their principal crops. Although there is an abundance of arable land, productivity is greatly limited by insufficient technology. Excess crops are often traded for food that cannot be grown in the region. A sizable number of Limbu youths used to enlist in the British and Indian Gurkha regiments, providing their families with a steady stream of income. Thanks to the Gurkha revenue, the Limbu community as a whole was lifted considerably in terms of health and education. They have good a living standard compared to others.

Wedding practices
Limbus, in general, marry within their own community. Boys are at liberty to choose a girl and girls are equally free to decide whether to spend life with the boy in question or not (Jones and Jones, 1976). Cross-cousin marriage is not allowed in Limbu culture. Marriage between a man and the widow of his elder brother can take place if they mutually agree. Marriage between a man and a woman outside family relations and having different thars (clans) is also possible either by arrangement or by mutual consent of the boy and the girl in question. It is conventionally said that the customs and traditions of Limbus were established in the distant past by Sawa Yethang (council of eight kings/leaders). The marriages are mostly arranged by parents or result when a boy elopes with a girl. Asking for a girl’s hand, that is the most important ceremony. In that system, the girl can ask for anything and an unlimited amount of gold, silver, etc. This confirms to the girl’s family that the boy is financially secure enough to keep their daughter happy. Few days after the wedding, the boy’s family members have to visit the girl’s house with a piglet and some alcoholic and non-alcoholic drinks depending upon the financial standard of his house. The key ceremonies of a Limbu wedding take place in the groom’s house rather than that of the bride’s because girl has to stay with her husband. There are two special dances in this ceremony, one is called “yalakma” or dhan nach in Nepali(rice harvest dance) and “Kelangma” or Chyabrung in Nepali. Yalakma is characterized by men and women dancing in a slow circle, whereas Kelangam consist of complex footwork that goes with the beat of the drums. Anyone can join the dance and they can go for long hours. Yalakma also celebrates the harvest season in addition to being a feature of social occasions including weddings.

Limbu religion & festivals
The Limbus follow the Kirant Mundhum oral ‘scripture’ similar to the Bön, shaman. However, their religion is also influenced by later Tibetan Buddhism, and Hinduism. They have many different classes of ritual specialists, of which “Phedangma”, “Yema/Yeba”, and “Shamba” are some. Their supreme deity is Tagera Ningwaphuma, but the deity Yuma is the most important and popular among the Limbus and is worshiped in all occasions. Yuma is the mother of all the Limbus, therefore one regards his or her mother as a goddess. Their religion is enshrined in the evergreen Cynodondactylon (Dubo) grass. Traditionally, they buried their dead but due to the influence of their Hindu neighbours, cremating is gaining in popularity as well. Their priests include the Fedangba, Shamba and Yewa-Yema. According to the Nepal Census of 2001, out of the 359,379 Limbu, 86.29% were practising traditional Kiranti religion and 11.32% were Hindu and others. Modern Limbus, especially those living in parts of India also been influenced by Christianity.

Limbu traditional music and singing styles
The folk-literature of the Limbus is very rich and because of this, the Limbus residing in Sikkim, Darjeeling, Assam, Nepal and Bhutan, have their own identity because of immense belief in “Yumawad”. Their traditions and cultures are still alive. Yumawad is a type of religious scripture, which have been contiouously kept alive by their religious head and handed over from generation to generation verbally. Some of these oral transmission of religious and traditional teachings are also included in Limbu traditional music with the mixture of social stories, dreams or just plain everyday life. There has been a rich tradition of Limbus singing their folk-songs. Their folk-songs can be divided into the following groups:
1.Khyali – a conversational song but young girls and boys sing it with poetic expressions and in a very sweet tone.
2.Traditional Love Songs -
1. Sakpa Palam Samlo – This song is sung during the Kusakpa Yeaalang dance in fast beat.
2. Kemba Palam Samlo – This song is sung during the Kemba Yeaalang dance in slow beat.
3. Domke Akma Palam Samlo – It is sung when doing the normal chores and also during the Domke Akma dance.
3. Hakpare Samlo – this song is sung by middle-aged men and women, who have interest in Mundhum and who are well-known in it. One can find spiritual and worldly specialities in this song.
4. Nisammang Sewa Samlo – This song is sung during religious functions. It is a devotional song. Dancing is one of the important aspect of the life of Limbus. Based on acting-style, the following types of dances are performed:
1. Dance performed after origin of life: This type of dance is known as Ke Lang or Chyabrung Lang. The dance imitates the actions of animals, insects and any form of living beings.
2. Agricultural dance: Under this type of dance there are -
1. Yea Kakma- This dance is performed after night falls after the crops are reaped.
2. Damke Akme- This dance is performed while sowing crops.
3. War dance: This form of dance is known as ‘Nahangma’ and is performed during “Nahangma”- their religious function. In this dance, only adult males and “Shamani” priests can take part. During the dance, they carry a sword in their right hand and a shield in their left hand, or an arrow in their right hand and a bow in their left hand.
4. Historical dance: In this dance form, the historical war of ten Limbus fought in Aambepojoma Kamketlungma is depicted.
5. Mysterious and ancient dance performed by Shamani priests: this type of dance is known as Yagrangsing Lang, Phungsok Lang, Tongsing Lang. The dance is performed only by the Shamani priests viz. Fedangma, samba, Yewa and Yema.

Limbus & Hindu caste system
Nepal’s pre-eminent sociologist, Professor Dor Bahadur Bista, asserted that, of all the proverbial thirty-six caste and ethnic groups of Nepal, the Hindu caste system made the least impact on the Limbu. In part, this reflected not only their geographical distance from the seat of power in the capital city of Kathmandu but also their cultural independence.

Famous Limbu people
1. King Sirijonga Hang (880-915 AD ) – Ninth century Kirant Limbu King, who unified the warring Limbu states and the inventor of the Kirant Sirijonga Script.
2. Teongsi Sirijonga Xin Thebe (1704 – 1741 AD) – Eigthteenth century Limbu Martyer and social worker, Kirat script reviver and teacher.
3. Iman Singh Chemjong (1904-1975 AD) – Limbu Historian, Author, writer and Kirantologist at the Tribhuwan University, First Kirat historian
4.Padam Singh Muringla – Limbu writer and writer of the first Limbu Novel “Thathama”
5. Phalgunanda Lingden- A renowned Limbu religious and social leader.
6. Bairagi Kainla ( Til Bikram Nembang ) – Writer in Nepalese literature.
7. Captain Rambahadur Limbu Begha – Victoria Cross Holder, Her Majesty’s Armed Forces, United Kingdom
8. Gyan Bahadur Yakthumba- First Inspector General of the Nepalese Police force.
9. Ritu Barna Tumbahangphey- Youngest zonal commissioner to serve the country for more than fourteen years.
10. Subash Chandra Nembang- Lawyer, Current Speaker of the House of Representatives, CPN(UML) politician and leader, and the member of the Nepalese Parliament.
11. Jina Lingden – First Limbu woman Air Pilot, Yeti Airlines
12. Captain Kul Bahadur Hukpa Chongbang Limbu – Pilot Captain, Nepal Airlines Corporation
13. Deepak Thangden – Assistant Inspector General of Nepal Police
14. Fattya Bahadur Manyangbo – Lt General (3 star General), Nepal Army
15. Padmasunder Lawati – Politician and Leader of Rastrya Prajatantra Party, ex-Minister
16. Parsuram Khapung – Politician and Leader of Rsatrya Prajatantra Party, ex-Minister
17. Bijay Thumbahamphe – Leader of CPM(UML) and Parliamentarian
18. Lila Subba Shrestha – Former member of Parliament & Deputy Speaker of the house of representatives.
19. Gagendra Limbu – Brigadier General, Nepal Army and Former Chief of Military Secretariat at the Royal Palace.
20. Gyan Bahadur Limbu – Major (QGO) Queen’s Gurkha Logistic Regiment. Her Majesty’s Armed Forces, United Kingdom.
21. Chandra Bahadur Limbu – Ex. Major (QGO) Queen’s Gurkha Engineer. Her Majesty’s Armed Forces, United Kingdom.
22. Narendra Bikram Nembang- Nepali Congress Politician Lawyer and current Minister for Law Justice and Parliamentary affiars.
23. Durga Lingkha – CPN (UML) Politician and the Member of Nepalese Parliament
24. Vijay Subba – Poet and CPN (UML) Politician and the Member of Nepalese Parliament.
25. Mani Kumar Subba – A Limbu Indian MP from Assam, Politician and the member of Indian Parliament
26. Rakam Chemjong – Politician and the member of Nepalese Parliament
27. Sanccha Man Limbu- Former Chief Minister of the State of Sikkim and the member of Sikkimese Parliament.
28. Prof. Dr. Tanka Subba – Anthropologist scholar, Shillong University, Meghalaya
29. Dr. Mahendra Lawoti – Assistant Professor of the University of Pittsburgh, USA.
30. Dr Nirmala Khajum Limbu- Physiologist, BPKIS Hospital, Dharan, East Nepal.
31. Sanjib Subba – Executive Director (Webster University, thailand)
32. Kala wati Subba – former speaker, Sikkim assembly
33. Thakur Subba – Major General of Nepal Army
34. Lalit bahadur Limbu – Acting chief of Akhtiyar Durupayog, Nepal Government
35. Prof. BAL Krishna mabohang – Trivuwan University
36. Dr. Youbaraj Limbu – Cardiologist at the Gangalal Heart Indstitute Hospital, Kathmandu
37. Dr. Chaitannya subba Limbu
38. Randhir Subba – former cabinet minister & Ambassador to china. He has been the only Indigenous person to be Foreign minister.
39. Milan Edhingo(Limbu)-Famous hero Of Dharan limbuwan state.
40. Sunita Subba – Singer
41. Pabitra Subba – Singer
42. Dibya Subba – Nepalese Pop Singer
43. Nabin Subba – Film Director
44. Alok Nembang – Film Director (Sano Sansar)
45.Deepak Limbu – Singer (1st Nepali Tara)
46.Dinesh Subba – Singer, Musician
47.Bikram Subba – Poet and lyrician
48.Bhagat Subba – Singer in Limbu Language
49. Malvika Subba – Top Model and Miss Nepal 2004
50. Nirakar Kaythumba (Limbu) – Founder & Bass Guitarist of 1974 AD band.
51. Abhaya Subbha – First Nepali Female Rock singer
52. Nawa Raj Subba, Poet- Winner of First Online World webcam Poem Competition, 2064.(www.nrsubba.com.np).
53. Naren Limbu – Pop singer (Astha Band)
54. Kala Subba – Anchor Ntv
55. Shova Khajum – Limbu Actress, (Tareba)

Sources : websites / and wikipedia

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

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.”

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.

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.

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.

Submitted by :Yakso Biplab
Advance Diploma in business and Marketing
20 august 2009