3. CheeseCake Dream is a café that serves
delicious desserts and is specialized on
cheesecakes. The targeted segment is
high/middle level families, students, young
adults, working people and anyone who
needs to relax and have joy.
4. Cheesecake Dream offers 20% equity share
of its business to a partner for 0.4M TL.
The investment in Cheesecake Dream
expected to have a profit potential of
4.8M TL (NPV) or in other words 12 times
of its value in 5 years. This will correspond
to 1208% at the NPV or annual ROI of
187%
5. We want to satisfy every single customer
that arrives to our cafe by providing special
desserts and cozy environment.
6. In5 years we expect to open 5 stores and
increase our brand value to 25M TL.
8. Customers will get the best quality of
desserts in a relaxing and enjoyable
environment. They will feel special.
9. Ourbusiness model is “service model”. In
Cheesecake Dream, we serve
desserts, hot&cold beverages.
10. There are lots of Coffee
Stores, Traditional Cafes or Boutique Cafes
that serve cheesecakes, desserts and
coffee.
However we want to differentiate in the
market with our special recipe cheesecakes
and elegant environment.
There are some cafe's which have the
similar environment but do not have special
recipe cheesecakes. So we hold a niche
position in cafe&dessert market.
11. When compared to.. Advantages Disadvantages
* Specialized products
Coffee Stores * Higher prices
* High quality service
(Sbucks, Nero..) * Few locations
* Elegant environment
Traditional Cafes
* Specialized products * Higher prices
(Mado, Özsüt,
* Elegant environment * Few locations
Saray..)
Boutique Cafes * Differentiated products -
12. Cafe & Restaurant Sector in Turkey
Total Cafe & Restaurant market size for 2011 13.6 billion TL
İstanbul Cafe & Restaurant market size 7.3 billion TL
Total Cafe market size 2.7 billion TL
İstanbul Cafe market size 1.46 billion TL
Nişantaşı Cafe & Restaurant market size 192 M TL
Nişantaşı Cafe market size (Target) 38.4 M TL
Our targetted share of market size in Nişantaşı 2 M TL
• Türkiye Gıda ve İçecek Sanayi Dernekleri Federasyonu – 2011 raporu
13. Demand of new tastes in dessert market.
Desire of comfort and relaxation in the
stressful city.
Youth’s need for trendy places.
14. Cafe market in Turkey is expanding and
dynamic.
There are many cafes and many more are being
opened. Customers’ interest in cheesecake is
increasing by time.
Creative approaches can contribute to the
market and new strategies can attract more
customers.
Cheesecake Dream is trying to step forward
among its competitors by introducing unique
tastes.
15. STRENGTHS: WEAKNESSES:
- Special recipies - Lack of extensive market know-
- Elegant and cozy environment how
- Growing market - High price range
- High service quality - Lack of advertisement
- Risk of unsustainable brand
loyalty
- Difficulty of finding exclusive
chefs
OPPORTUNITIES: THREATS:
- Increasing demand on different - High competition
tastes - Threat of new entrants
- Being in a dynamic city
- Being located in elite territory
16. In 2016, Cheescake Dream aims to reach
900 customers per day in five stores.
Yearly revenue will be 18 - 22M TL.
Cheesecake Dream will have the market
value of 24 - 25M TL in 2016
17. SECTOR Customer well funded? Compelling reason to buy?
Students NO NO
Working
YES NO
Professionals
Young Adults YES / NO NO
A Class Families YES NO
Middle Class Families NO NO
18.
19. Would you like to try new tastes? Do you think that our prices are sensible?
6 7
5 6 6
5 6
5
4 4 5
4
3 4
3 3
2 2 2 3
2 2
2
1 1 1 1 1 1
1 1
0 0
1 2 3 4 5 6 7 8 9 10 NOT 1 2 3 4 5 6 7 8 9 10 NOT
SURE SURE
Only 5 people voted below Most of the people find prices
5, meaning that most people are sensible.
open to taste different
desserts.
20. Would you come to our café frequently? How strong would you recomment our
7 café?
6
6 6
5 5
5 5
4 4 4
4 4
3 3 3 3 3 3
3 3
2
2 2
1 1
1 1
0 0
1 2 3 4 5 6 7 8 9 10 NOT 1 2 3 4 5 6 7 8 9 10 NOT
SURE SURE
People would like to visit High percent of attendees are
Cheesecake Dream frequently. willing to advice Cheesecake
Dream to others.
Small part of the attendees do
not find Cheesecake Dream
attractive enough to tell others.
21. According to 5th question:
Customers look for lower prices
Brand value is important to them
There is some hesitation to try unknown tastes
22.
23. Ferhan Ercengiz
Özlem Bolat
Co-founders & Owners
Ferhan Ercengiz Özlem Bolat Özlem Bolat Ferhan Ercengiz
Özlem Bolat Ferhan Ercengiz
Operations & Sales & Marketing Supply Chain & Financial Operations
R & D Manager Purchasing Manager
Personnel Manager Manager Logistics Manager Manager
John Fernandez
John Fernandez Master Chef
Master Chef
Hasan Kaya
Chef Hasan Kaya
Chef
Ahmet Balta
Waiter
Neşe Kural
Waitress
Leyla Bozan
Waitress
Ayşe Kurt
Waitress
Bilal Kara
Cleaning Staff
Mehmet Taş
Cleaning Staff
27. The investor is offered three options for
exit. The first and preferable one is for
the investor to buy Cheesecake Dream at
the value calculated above. The second
option is an IPO in İMKB, and the third one
is to purchase the investor’s 20% shares by
Cheesecake Dream at the book value of
Cheesecake Dream.
Notas del editor
InTurkey, cafesector is highlycompetitive but CheesecakeDreamwilldifferentiatewithitsspecialportfolio of desserts.