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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.
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%
We want to satisfy every single customer that arrives to our cafe by providing special desserts and cozy environment.
In5 years we expect to open 5 stores and increase our brand value to 25M TL.
Customers will get the best quality of desserts in a relaxing and enjoyable environment. They will feel special.
Ourbusiness model is “service model”. In Cheesecake Dream, we serve desserts, hot&cold beverages.
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 cafes which have the similar environment but do not have special recipe cheesecakes. So we hold a niche position in cafe&dessert market.
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 -
Cafe & Restaurant Sector in TurkeyTotal Cafe & Restaurant market size for 2011 13.6 billion TLİstanbul Cafe & Restaurant market size 7.3 billion TLTotal Cafe market size 2.7 billion TLİstanbul Cafe market size 1.46 billion TLNişantaşı Cafe & Restaurant market size 192 M TLNişantaşı Cafe market size (Target) 38.4 M TLOur targetted share of market size in Nişantaşı 2 M TL• Türkiye Gıda ve İçecek Sanayi Dernekleri Federasyonu – 2011 raporu
Demand of new tastes in dessert market. Desire of comfort and relaxation in the stressful city. Youth’s need for trendy places.
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.
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 chefsOPPORTUNITIES: THREATS:- Increasing demand on different - High competition tastes - Threat of new entrants- Being in a dynamic city- Being located in elite territory
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
SECTOR Customer well funded? Compelling reason to buy? Students NO NO Working YES NOProfessionals Young Adults YES / NO NO A Class Families YES NOMiddle Class Families NO NO
Would you like to try new tastes? Do you think that our prices are sensible?6 7 5 6 65 6 5 4 4 54 3 43 3 2 2 2 32 2 2 1 1 1 1 1 11 10 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.
Would you come to our café frequently? How strong would you recomment our7 café? 66 6 5 55 5 4 4 44 4 3 3 3 3 3 33 3 22 2 1 11 10 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.
According to 5th question: Customers look for lower prices Brand value is important to them There is some hesitation to try unknown tastes
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 ManagerPersonnel 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
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.