1. Feasibility Case Study
Bonjour Cafe Ltd.
Garçon, Caroline (2140174)
Labagala, Melchor (2134534)
Li, Ma (2133518)
Rizvi, Saima (2132883)
Wong, Ting Hei (2133003)

2. BUSINESS PRESENTATION
Business project
• French cafe: Bonjour Cafe Ltd.
• Location: Jackson Street, Petone
Activity
• All types of coffees with pastries / cakes
• Dine-in options: breakfast and lunches menus
• Take-away options: everything in the food display
• Catering services: small function
• Type of food: French

3. • Initial cost = $50,000
• Weekly rent premises = $423
• Cost of business includes: kitchen equipment &
furniture, current inventory, van
BUSINESS PRESENTATION
Costs
Funding
• 5 investors - $12,000 / investor
• small business = no loan
• credit line agreement of $50,000

4. • Form of business organisation = corporation
• Organisational structure:
Director
Operations
Manager
Marketing
Manager
Accounting
& Finance
Manager
Human
Resources
& IT
Manager
BUSINESS PRESENTATION
Company structure

5. • Vision statement
- relationships built
- modern coffee shop vibe with a French twist
• Mission statement
- excellent customer service
- deliver a genuine French environment
- best ingredients in our food and drinks
BUSINESS PRESENTATION
Organisational values

6. Systematic risks Unsystematic risks
Increase of minimum wage
A sick employee who would
contaminate the food and by
consequence, our customers
Increase of taxes
French products not allowed to be
imported to New Zealand anymore
Increase of the costs of the
supplies
Store burns down
Earthquake and tsunami risk
Opening of other French cafes in
Jackson Street
Increase in borrowing interest
rates
"French concept" does not appeal
to locals
National and International financial
crisis
BUSINESS PRESENTATION
Financial risks

7. Petone Central Lower Hutt
Population 906 98,241
Medium age 33.2 years 37.2 years
Aged 65 years & over 6.60% 12.80%
Low employment rate 7% 8%
Medium income pp $31,500 $36,600
Annual income over
$50,000
29.90% 32%
• Petone Central:
- 694 business employing 7,740 people
- 700 students at Weltec
SUPPLY & DEMAND
Demand analysis

8. • Cafe Industry:
- Petone = 32 cafes
- Jackson St = 24 of them
• Main competitor: Crepes a GoGo
SUPPLY & DEMAND
Supply analysis

9. • Strengths
- Cafe exterior & interior hygienically clean
- French food
- Location: central Hutt / access to public transports
- Web access: orders and bookings
MARKET RESEARCH
SWOT analysis
• Weaknesses
- Regular investments needed
- Focusing only on French food
-Increased cost of electricity and water

10. • Opportunities
- Increase in demand for French food as being new
- Increase in tourism
- Taste: people developing new flavours & tastes
MARKET RESEARCH
SWOT analysis
• Threats
- New & highly reputed brand moving in Jackson St
- Competitor arrival: massive investment and more
economical prices
- Economic downturn

11. • Current target market
-Locals
- Corporate & professionals
- Teenagers & youth
MARKET RESEARCH
Demographics analysis

12. MARKET RESEARCH
• Site selection
- Success or failure of business depend on location
- Accessibility to the residential population
- Accessibility to people moving about or gathering
together on errands
-Physical desirability: appearance, size, shape,
neighbourhood
- Reputation of the area
Site analysis

13. MARKET RESEARCH
Marketing mix
• Product
Features Benefits
Importance
(1 to 10)
Unique?
Y/N
Cafe environment Relax and take a break 8 No
Fine coffee
Enjoyment & social
connector
7 No
Beverages Refresh and relax 4 No
Fresh & light meals Health & well being 8 Yes
International chef
Quality and variety of
meals
8 Yes
Cakes & desserts
Complements coffee &
meals
4 No

14. MARKET RESEARCH
Marketing mix
• Price
- Quality food & service – price comparative to other
local cafes
• Place (distribution)
- Access to product: cafe shop & website
- Location: Petone – commercial area & large number
of businesses
• Promotion
- discounted meals & coffees running for 2 weeks