Business Plan Tea Cafe

A. Executive Summary

Healtea Sweetea Cafe is a new tea room in the big city in Indonesia , Surabaya city. Healtea Sweetea Cafe is a Limited Liability Corporation, managed by its owners, Ringga Arie.

Healtea Sweetea Cafe will offer a full range of teas (hot and iced) includes Original tea , Fruit tea and Mix tea ( Modern Tea ), as well as pastries, tea accessories. Healtea Sweetea Cafe will build 3 shops ( Surabaya city , Indonesia , Bangkok city , Thailand and Kuala Lumur , Malaysia) in the best places in indonesia . Recently, they sell 30 varieties of tea and tea accessories Consumption of 4 to 5 cups of tea per day can reduce the quantities of triglycerides and cholesterol in the blood as well as contribute to proper circulation of blood pressure. In addition, each cup of tea contains fluoride that can reduce the appearance of dreaded cavities. Therefore, tea is beneficial to health.

The company also offers excellent services to their clients. They advise and orient their clients in selecting between their tea selections and tea accessories. Promotion of the product was ultimately one of the reasons of the increase in their sales. Brochures will delivered to the public services, local newspapers and magazines with a small package of tea attached program of informing the people of the benefits of tea.

Tea is a refreshing drink that is very familiar and widely consumed by people of Indonesia and in the World. Some of the content of chemical compounds in tea can give the impression of color, flavor, and aroma of a satisfactory health facilities of drinker .As drinking tea daily would be more useful than consumed incidentally as a means of treatment, therefore, directed the tea is more suitable as a functional beverage rather than as medicine.because compounds content, especially content catechins, tea seems to be called functional beverages. Some facts are proven through research, among others (Oguni, 1996) as follows.

1.Tea will increase the body's biological defense system against cancer.

2.Tea prevent diseases, such as controlling diabetes and high blood pressure.

3.Tea help cure diseases, for example, prevent an increase in blood cholesterol.

4.Tea can manage the physical movement of the body by activating the nervous system because of its caffeine content.

5.Catechins tea are powerful antioxidants and may also help slow aging.Because five functions to be fulfilled by the functional food in the tea, the tea into the potential functional beverage lagi.Perubahan seems no doubt the more modern era with the demands of intensive activity that has been slowly changing patterns of consumption of food and beverage consumption patterns towards a practical, yet still retains the benefit-healthy.Drink practical beverages currently growing rapidly along with it. Business development in the field of beverage (beverage) promises a positive outlook for the economy Indonesia.Hal building can be seen from the average percent growth that reached 30.2%.

every year (Food Review Indonesia, 2009). Several types of beverage products on the market include juice, mineral water, soft drinks, coffee, and tea teh.Dringking it has become a habit and a necessity for the people of Indonesia, where tea is a refreshing drink with all the good content of compounds in it. Own way of drinking tea in different societies. Tea as a beverage release regular thirst, tea as a refreshing beverage that offers some surprises when combined with other material components, tea as a health drink and even in certain circles would give way to drink tea own prestige to the drinker. Tea products and tea way to two important factors in enjoying tea. Largest producer of tea is currently focused in product innovation. Still very rare tea that blends product innovation, how the presentation, how to drink and easy to get product. tea business concept by blending innovative tea products for health and their role in the way of presentation, how to drink and the ease in obtaining the product is expected to be a solution to the satisfaction of the drinking tea.

1. Mission

Healtea Sweetea Cafe aims to offer the best quality of tea, and other products, with competitive prices to meet the demands of medium-to high-income local residents and tourist.certainly make people healthier and as the best place for enjoy ,and relaxe drinking tea .

2. Objectives

ü To operate a successful tea store in Asean, employing one to two employees the first year.

ü To obtain a minimum of 200 regular customers in the Surabaya and Other city market the first year of operation.

ü Achieve first year sales of $190,000.

ü Maintain an average gross margin of 58 percent.

ü To produce a reasonable net profit by the end of the third year of operation.

3. Keys to Success

ü Experienced Owners / Managers. Ringga have years of experience in knowledge of management.

ü Product Quality. We sell only the finest various tea in the world .

ü Excellent Customer Service. Each customer will be treated as would an honored guest in our homes.

ü No direct competition. We are the only teahouse in asean.

ü Enough working capital to survive the first year as we build a customer base.

ü Broad cross-seasonal offerings. In addition to hot teas, we offer iced teas, cake and gift baskets to cover seasonal variations in customer demand

B. Company Summary

Healtea Sweetea Cafe is a start-up business on a well-trafficked street in Surabaya, CT. Our primary focus is in the over 30 kinds of loose tea we offer, including black teas, green teas, herbal teas (infusions), flavored teas (black or green tea plus other flavors) , fruit tea ( manggo tea , apple tea and etc). We serve our teas hot and iced, and sell loose teas by the ounce.

In addition, we sell marchandise and gift baskets, and offer daily pastries to accompany tea orders. Since we are not intending to compete with coffee giants such as Starbucks, we brew only sell tea, as a courtesy to our customers.

About Surabaya

Surabaya is Indonesia's second-largest city with a population of over 2.7 million (5.6 million in the metropolitan area), and the capital of the province of East Java. It is located on the northern shore of eastern Java at the mouth of the Mas River and along the edge of the Madura Strait.

To Indonesians, it is known as "the city of heroes" due to the importance of the Battle of Surabaya in galvanizing Indonesian and international support for Indonesian independence during the Indonesian National Revolution.

As the main seaport and commercial center in the eastern region of Indonesia, Surabaya has become one of the largest cities in Southeast Asia. Today, Surabaya's population is around three million, and the surrounding rural area houses at least 7 million.

The city is served by Juanda International Airport. For trains, the city has several stations. They are Surabaya Kota (better known as Semut), Pasar Turi, and Gubeng. The main bus terminal is Purabaya (also known as Bungurasih, the area where it is located).

Transport

Transportation in Surabaya is supported by the infrastructure of land transport, sea and air that could serve the local trip, regional, and international. The transport of the city is supported by public transport of the city transport, taxis, and the city bus. Surabaya is also a transit city between Jakarta and Bali for ground transportation. Many tourists go through the city of Surabaya for sightseeing before they go back to Jakarta or continue their journey to Bali. Another bus routes are between Jakarta and the neighboring island of Madura.

Tanjung Perak is the main port of the city and is one of the busiest ports in the country. Nowadays, it is also one of the top ten busiest cargo ports in Southeast Asia. Although the port is nearly traditionally administered, it is also used to carry modern cargo ships worldwide. The other port of the city is located in Gresik, a city which is located less than an hour drive from Surabaya city centre to Gresik via highway. In the future, Gresik will be the location for the new harbor and Tanjung Perak will be demolished and will be redeveloped as a recreation area for Surabaya.

Juanda International Airport is the second busiest airport in Indonesia in terms of transit passengers. Many passengers transit through the airport. It is famous as a transit airport between West and East Indonesia and it is also a hub airport of many airlines. In the future, the international airport activities will be removed to the new airport somewhere at Lamongan. However, domestic airport activities will remain at the old airport.

The Suramadu Bridge connects Surabaya and Madura Island over the Madura Strait. Suramadu is an abbreviation of Surabaya-Madura. A 16-kilometer highway will be built from the Suramadu Bridge to Madura International Seaport-City (MIS-C) in Pernajuh village, Kocah district, Bangkalan, Madura at a cost of approximately Rp60 billion ($7 million). This container port was built to ease the burden on Surabaya's overloaded Tanjung Perak Port

Economy

The city is one of the busiest ports in the country. Its principal exports include sugar, tobacco and coffee. It has a large shipyard, and numerous specialized naval schools.

As the provincial capital, Surabaya is also home to many offices and business centres. Surabaya's economy is also influenced by the recent growth in foreign industries and the completion of the Suramadu bridge. Surabaya is currently in the process of building high rise skyscrapers such as apartments, condominiums, and hotels as a way of attracting foreign people to the city.

Surabaya is the main trading port in East Java. Enriched by its facilities, and geography advantages, Surabaya has great economic potential.

Education

Surabaya has several major universities and institutions with religious or technical specialties. Some of them are Universitas Airlangga (Airlangga University), Institut Teknologi Sepuluh Nopember Surabaya (Tenth of November Institute of Technology), Universitas Negeri Surabaya (State University of Surabaya), Universitas Hang Tuah Surabaya, Universitas Kristen Petra, Universitas Pelita Harapan, Universitas Ciputra, Universitas Katolik Widya Mandala, Universitas Surabaya, Universitas Bhayangkara, Universitas Pembangunan Nasional Veteran, Universitas Putra Bangsa, Institut Teknologi Adi Tama Surabaya, Institut Agama Islam Negeri Sunan Ampel, Universitas Ciputra and Universitas Wijaya Kusumma Surabaya.

About Bangkok

Bangkok is the capital city of and largest urban area in Thailand. It is known in Thai as Krung Thep Maha Nakhon , meaning "city of angels". Bangkok is by far the most densely populated city in Thailand with about 12 million people. Bangkok was a small trading post near the mouth of the Chao Phraya River during the Ayutthaya Kingdom in the 15th century. It eventually grew in size and became the site of two capital cities: Thonburi in 1768 and Rattanakosin in 1782.

Because of its strategic location in Southeast Asia, Siam (later Thailand) acted as a buffer-zone between the French and British colonial empires. Bangkok itself has gained a reputation as an independent, dynamic and influential city. Bangkok is the political, social and economic centre of Thailand, and one of the leading cities in Southeast Asia.the city is a regional force in finance and business. Its increasing influence on global politics, culture, fashion and entertainment underlines its status as an Alpha global city. In 2009, it was the second most expensive city in South-East Asia behind Singapore.

Bangkok has an official population of 9,100,000 residents, while the greater Bangkok area contains some 11,971,000 (January 2008). The capital is a center of the megalopolis of 20 million people, situated in a heavily urbanized triangle of central and eastern Thailand, which stretches from Nakhon Ratchasima to the heavily Industrialized Eastern Seaboard. Bangkok borders five other provinces: Nonthaburi, Pathum Thani, Samut Prakan, Samut Sakhon and Nakhon Pathom; all five provinces are joined in the conurbation of the Bangkok Metropolitan Area. It is served by two international airports: Suvarnabhumi Airport and Don Mueang International Airport, four rapid transit lines operated by the BTS, MRT, and the SRT, with plans to add additional lines by 2020.About 10 million international visitors each year, second only to London.

Economy

Bangkok is the economic center of Thailand, dominating the country's economy and dwarfing any other urban centers. Development continues to pour in to Bangkok mostly neglecting the rest of the nation. Its combined economic output is roughly 140 billion dollars in purchasing power parity terms, which accounts for roughly 16 percent of Thailand's GDP also in PPP terms. However, there is a quite a large discrepancy and statisticians and economists would claim that Bangkok accounts for nearly 75 percent of Thailand's service sector which accounts for 45.2 percent of Thailand's 590 billion dollar economy. With the given GDP of the city, the estimates for per capita income is roughly 20,000 dollars. More realistic but unclaimed estimates put the city's output as high as 210 billion dollars, accounting for 38 percent of national income and per capita income at 33,000 dollars.

Transportation

Rail systems

On the birthday of HM King Rama IX, 5 December 1999, an elevated two-line Skytrain (officially called BTS) metro system was opened. The remains of the failed BERTS (Hopewell) project can still be seen all the way from the main railroad station out towards Don Mueang Airport. Due to the Asian financial crisis of 1997 construction was halted and the concrete pillars were left unused.

The MRT subway system opened for use in July 2004. The MRT connects the northern train station of Bang Sue to the Hua Lamphong central railway station near the city centre, while also going through the eastern part of Bangkok. It connects to the BTS system at BTS stations Mo Chit, Asok, and Sala Daeng.

Airports

Bangkok is one of Asia's most important air transport hubs. In 2005, more than ninety airlines served Don Mueang International Airport (IATA: DMK; ICAO: VTBD). It was the 18th busiest airport in the world, second busiest in Asia by passenger volume, 15th busiest in the world and fourth busiest in Asia in international passenger volume. Don Mueang consistently ranked 19th in the world in cargo traffic, and seventh in the Asia-Pacific region. Don Mueang is considered to be one of the world's oldest international airports, its opening in March 1914 making it almost twenty years older than London Heathrow. It has three terminals and is located about 30 km (19 mi) north from the heart of Bangkok.

On 28 September 2006, Suvarnabhumi Airport (IATA: BKK; ICAO: VTBS), became Bangkok's official international airport, replacing Don Mueang. Pronounced Suwannaphum (RTGS), or loosely Su-wan-na-poom, the airport is located southeast of the city center in Bang Phli district, Samut Prakan Province. The progress of Suvarnabhumi Airport dates back to the early 1970s when a large plot of land 8,000 acres (3,237 ha) (32 km²) was bought. A student uprising in October of the same year prevented further progress with the development when the military government of Thanom Kittikachorn was subsequently overthrown. After several military coups and the Asian financial crisis of 1997, construction finally began in 2002, after five years of clearing the site. The first flights landed in September 2006, shortly after another military coup. Its two parallel runways are connected by the five concourses of the main terminal building. The airport features a 132.2-metre (434 ft)-tall control tower, the tallest in Asia and one meter (3.2 ft) taller than Kuala Lumpur International Airport control tower. It is the tallest stand alone purpose built control tower in the world. Airports of Thailand Plc. (AoT) have announced another terminal to accommodate a further fifteen million passengers. This will be part of Phase 2 of the airport, which is expected to begin construction in three to five years. The main airline of Suvarnabhumi is Thai Airways International.

About Kuala Lumpur

Kuala Lumpur is the federal capital and most populous city in Malaysia. The city covering an area of 243 km ² (94 sq mi), has a population of 1.5 million as of 2010, and an estimate of 1.6 million as of 2012. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 million. It is among the fastest growing metropolitan regions in the country, in terms of population and economy.

Kuala Lumpur is the seat of the Parliament of Malaysia. The city was once home to the executive and judicial branches of the federal government, but they have since moved to Putrajaya in early 1999.Some sections of the judiciary still remains in the capital city of Kuala Lumpur. The official residence of the Malaysian King, the Istana Negara, is also situated in Kuala Lumpur. Rated as an alpha world city, Kuala Lumpur is the cultural, financial and economic centre of Malaysia due to its position as the capital as well as being a key city. Besides, Kuala Lumpur was ranked 48th among global cities by Foreign Policy's 2010 Global Cities Index.and was ranked 67th among global cities for economic and social innovation by the 2thinknow Innovation Cities Index in 2010.

Economy

The Gross Domestic Product (GDP) for Kuala Lumpur is estimated at RM73,536 million in 2008 with an average annual growth rate of 5.9 percent. The per capita GDP for Kuala Lumpur in 2008 is RM 48,556 with an average annual growth rate of 5.9 percent. The total employment in Kuala Lumpur is estimated at around 838,400.The service sector comprising finance, insurance, real estate, business services, wholesale and retail trade, restaurants and hotels, transport, storage and communication, utilities, personal services and government services form the largest component of employment representing about 83.0 percent of the total.The remaining 17 percent comes from manufacturing and construction.

The average monthly household income for Kuala Lumpur was RM 4,105 (USD 1,324) in 1999, up from RM3,371 (USD 1,087) four years prior, making it 66% higher than the national average.[53] In terms of household income distribution, 23.5% of households in the city earned more than RM5,000 (USD 1,613) per month compared to 9.8% for the entire country, while 8.1% earned less than RM1,000 (USD 323) a month.

1. Company Ownership

Ownership of Healtea Sweetea Cafe is identified as belonging to its managers. Owner is Ringga Arie Suryadi.

2. Start-up Summary

Equipment and Inventory will make up 75% of start-up requirements. Leasehold improvements and general expenses comprise the remaining 25%. The owners are contributing $10,330 of investment to the business. We need a total of $63,963, and are seeking a long-term loan of $53,633; we plan to pay this loan back in full within 6 years, at a 9.25% interest rate.

Long-term Assets, $13,808

ü Refrigerator: $3,500

ü Tea Racks: $2,300

ü Coffee Maker: $908

ü Hot Water and Steam machine: $1,100

ü Dishwasher: $3,000

ü Other Hardware & Appliances: $3,000

Short-term Assets, $6,605

ü Tea Grinder: $564

ü Iced Tea Shakers: $541

ü Furniture: $5,500

Expensed Supplies, $1,200

ü Napkins, Stirrers, cleaning supplies, tea-balls, tasting cups

Products and Services

Tea is the second most consumed beverage in the world, after water. Healtea Sweetea cafe will found in response to a realization that Asean had so few tea offerings that they generally were unfamiliar with anything but bagged teas. Healtea Sweetea endeavored to emphasize the healthy aspects of tea as an alternative to coffee.When it will found, Healtea Sweetea cafe will became Tea Franchise.

Healtea Sweetea cafe began with 30 teas from around the world, including black tea, green tea and herbal chamomile as well as exotic teas. . Several of Healtea Sweetea cafe's teas are seasonal.One of its signature drinks is the teappuccino, a black tea mixed with steamed milk and froth, which the company has trademarked. The menu leverages the new wave of specialty teas that may be served sweetened or spiced and that are blended with milk, sparkling water or fruit juices. In the early years, its favorite offerings were Bubble tea, Pomegranate tea, Matte Latte or Chai tea and milk and Tea sangria.

Slogan Healtea Sweetea cafe's business as follows: "Asean based Healtea Sweetea Tea strives to redefine the message of tea as a healthy beverage and lifestyle choice, to create unique, all-natural tea-based beverages and to provide customer experiences that reflect modern designs and a sustainable environment."

Healtea Sweetea Cafe will specialize in premium teas, cake, and gift baskets. Our full "teahouse" experience is complemented by an assortment of loose teas, premium chocolates, tea accessories and gift baskets, all suitable as souvenirs and gifts for our tourist customers. Our goal is to be a destination store for visitors, and a resource for locals seeking gifts, new experiences, and knowledge of tea.

Health benefits of brewed tea: The curative properties of tea have been known for thousands of years. Because Honest Tea is brewed from genuine tea leaves it imparts many health benefits not found in tea-flavored drinks. In addition to serving as a digestive aid, tea has powerful antioxidants, which impair the development of free radicals which contribute to cancer and heart disease. The antioxidants in green tea are believed to be at least 100 times more effective than Vitamin C and twenty-five times better than Vitamin E at protecting cells and DNA from damage believed to be linked to cancer, heart disease and other potentially life-threatening illnesses.

Cultural experience of tea: Each Honest Tea flavor is brewed based on a recipe perfected over generations in a specific region of the world. As a result, drinking Honest Tea becomes a cultural experience, from the genuine tastes to the distinctive international art and information on the label. While some bottled teas seek to cloak themselves in a cosmopolitan mantle by including exotic-looking drawings on the label, the front of each Honest Tea label features authentic art from the culture of origin.

30 kinds of tea

Our tea-tenders will know the best brewing temperature and time for each of the 30 kinds of teas we offer. These include straight black teas and our own creations, like "New Indonesia Tea," a a green tea mixed with jasmine and gambier blend. We will also offer a range of green teas, which are becoming more popular with the proliferation of local sushi restaurants. Healtea Sweetea Cafe 's no-caffeine herbal infusions range from flavored rooibus to fruit blends and medicinal brews (chamomile, ginseng, etc.).

All of these teas are available hot, iced, or loose for customers to take home and brew at their leisure.

Pastries

To complement our beverages, we will offer a small selection of freshly-baked pastries from a local bakery. Our alliance with this bakery allows us to offer high-quality baked goods at a reasonable price, in exchange for co-advertising. These items are not intended as a staple of our overall profit structure, but help us to create the whole-service feeling of a real teahouse, without investing in cooks, bakers, or kitchen equipment. Based on market research, we believe that up to 2/3 of our sit-down clientele will order a cookie, piece of cake, scone, muffin, or savory croissant with their tea. Not offering such treats could lose us customers.

Market Analysis Summary

The Tea Market

The Asean tea market is growing rapidly. Tea sales have increased 165% since 1990, Spurred by studies touting tea's health effects, and increasing familiarity with Asian and South Asian cuisine and its tea customs, consumers have been turning towards tea as a more original, more "natural" affordable luxury. In addition, the cultural connection of tea with all things "civilized" (largely from consumer understandings of Japan high tea) has made tea knowledge, including the choice of a favorite teahouse, a mark of sophistication among many Asean middle class women.

Surabaya , Kuala Lumpur and Bangkok itself is a rural town getting slowly gentrified, and gradually adopting the sophisticated tastes of its tourists. Recent moves towards organic farming in several of the surrounding towns reflect the changing tastes and priorities of local residents. Local high schools have seen dramatic increases over the last 10 years in the percentage of juniors and seniors enrolled in courses for college credit - newer residents are much more concerned with education than their predecessors, as the community's affluence grows. All of these trends bode well for the success of an upscale teahouse.

List of countries by tea consumption per capita

This is a list of countries ordered by annual per capita consumption of tea, as of 2009

Rank	Country	Tea consumption
1	United Arab Emirates	6.24 kg (220 oz)
2	Ireland	3.22 kg (114 oz)
2	Mauritania	3.22 kg (114 oz)
4	Turkey	2.74 kg (97 oz)
5	Seychelles	2.08 kg (73 oz)
6	United Kingdom	1.89 kg (67 oz)
7	Morocco	1.67 kg (59 oz)
8	Kuwait	1.61 kg (57 oz)
9	Qatar	1.60 kg (56 oz)
10	Kazakhstan	1.54 kg (54 oz)
11	Malta	1.45 kg (51 oz)
12	Hong Kong	1.42 kg (50 oz)
13	Bahamas	1.35 kg (48 oz)
14	Syria	1.29 kg (46 oz)
15	Russia	1.21 kg (43 oz)
16	Gambia	1.19 kg (42 oz)
17	Guyana	1.18 kg (42 oz)
18	Botswana	1.13 kg (40 oz)
19	Aruba	1.10 kg (39 oz)
20	Iran	1.07 kg (38 oz)
21	Zimbabwe	1.05 kg (37 oz)
22	Chile	1.02 kg (36 oz)
23	Macau	1.01 kg (36 oz)
24	Japan	0.99 kg (35 oz)
25	Bahrain	0.98 kg (35 oz)
26	Georgia	0.95 kg (34 oz)
27	Egypt	0.93 kg (33 oz)
27	Thailand	0.93 kg (33 oz)
27	Mongolia	0.93 kg (33 oz)
30	Tunisia	0.92 kg (32 oz)
31	Poland	0.87 kg (31 oz)
32	Uzbekistan	0.86 kg (30 oz)
33	Turkmenistan	0.82 kg (29 oz)
33	China	0.82 kg (29 oz)
35	Barbados	0.81 kg (29 oz)
35	New Caledonia	0.81 kg (29 oz)
37	Malaysia	0.80 kg (28 oz)
38	Mozambique	0.75 kg (26 oz)
39	Fiji	0.74 kg (26 oz)
40	Saudi Arabia	0.72 kg (25 oz)
40	Kyrgyzstan	0.72 kg (25 oz)
42	Netherlands	0.71 kg (25 oz)
43	Jordan	0.70 kg (25 oz)
44	Myanmar	0.67 kg (24 oz)
45	New Zealand	0.65 kg (23 oz)
46	Swaziland	0.62 kg (22 oz)
47	Singapore	0.60 kg (21 oz)
48	Ukraine	0.58 kg (20 oz)
48	Brunei	0.58 kg (20 oz)
50	Yemen	0.57 kg (20 oz)
50	Sudan	0.57 kg (20 oz)
-	World	0.57 kg (20 oz)
52	Lebanon	0.56 kg (20 oz)
53	India	0.52 kg (18 oz)
53	Sri Lanka	0.52 kg (18 oz)
55	Australia	0.51 kg (18 oz)
55	South Africa	0.51 kg (18 oz)
57	Mali	0.50 kg (18 oz)
-	European Union	0.48 kg (17 oz)
58	Kenya	0.47 kg (17 oz)
58	Belarus	0.47 kg (17 oz)
60	Senegal	0.46 kg (16 oz)
61	Estonia	0.43 kg (15 oz)
62	Canada	0.41 kg (14 oz)
63	Sweden	0.40 kg (14 oz)
64	Latvia	0.38 kg (13 oz)
65	Malawi	0.36 kg (13 oz)
65	Cyprus	0.36 kg (13 oz)
65	Bangladesh	0.36 kg (13 oz)
68	Somalia	0.34 kg (12 oz)
69	United States	0.33 kg (12 oz)
70	Algeria	0.32 kg (11 oz)
70	Cameroon	0.32 kg (11 oz)
70	Indonesia	0.32 kg (11 oz)
73	Tajikistan	0.30 kg (11 oz)
73	Trinidad and Tobago	0.30 kg (11 oz)
75	Dominica	0.29 kg (10 oz)
75	Lithuania	0.29 kg (10 oz)
77	Saint Vincent and the Grenadines	0.27 kg (9.5 oz)
78	Jamaica	0.26 kg (9.2 oz)
79	Nepal	0.25 kg (8.8 oz)
79	Czech Republic	0.25 kg (8.8 oz)
79	Grenada	0.25 kg (8.8 oz)
79	Macedonia	0.25 kg (8.8 oz)
83	Germany	0.23 kg (8.1 oz)
83	Denmark	0.23 kg (8.1 oz)
85	Switzerland	0.22 kg (7.8 oz)
85	Finland	0.22 kg (7.8 oz)
85	Norway	0.22 kg (7.8 oz)
88	France	0.21 kg (7.4 oz)
88	Azerbaijan	0.21 kg (7.4 oz)
88	Belize	0.21 kg (7.4 oz)
88	Moldova	0.21 kg (7.4 oz)
92	Iceland	0.19 kg (6.7 oz)
93	Namibia	0.16 kg (5.6 oz)
93	Niger	0.16 kg (5.6 oz)
93	Slovakia	0.16 kg (5.6 oz)
96	Israel	0.15 kg (5.3 oz)
97	Rwanda	0.14 kg (4.9 oz)
97	Belgium	0.14 kg (4.9 oz)
97	Greece	0.14 kg (4.9 oz)
100	Uganda	0.13 kg (4.6 oz)
100	Luxembourg	0.13 kg (4.6 oz)
100	Burkina Faso	0.13 kg (4.6 oz)
100	Uruguay	0.13 kg (4.6 oz)
100	Bolivia	0.13 kg (4.6 oz)
105	Ecuador	0.12 kg (4.2 oz)
105	Libya	0.12 kg (4.2 oz)
105	Panama	0.12 kg (4.2 oz)
105	Peru	0.13 kg (4.6 oz)
109	Saint Lucia	0.11 kg (3.9 oz)
110	Zambia	0.10 kg (3.5 oz)
110	Italy	0.10 kg (3.5 oz)
110	Austria	0.10 kg (3.5 oz)
110	Argentina	0.10 kg (3.5 oz)
114	Portugal	0.092 kg (3.2 oz)
115	Cambodia	0.083 kg (2.9 oz)
116	Tonga	0.077 kg (2.7 oz)
117	Gabon	0.076 kg (2.7 oz)
118	Cape Verde	0.067 kg (2.4 oz)
119	Armenia	0.066 kg (2.3 oz)
119	South Korea	0.066 kg (2.3 oz)
121	Hungary	0.065 kg (2.3 oz)
122	Costa Rica	0.063 kg (2.2 oz)
123	Ethiopia	0.058 kg (2.0 oz)
123	Togo	0.058 kg (2.0 oz)
125	Ghana	0.056 kg (2.0 oz)
126	Spain	0.055 kg (1.9 oz)
126	Côte d'Ivoire	0.055 kg (1.9 oz)
126	Bhutan	0.055 kg (1.9 oz)
129	Bulgaria	0.051 kg (1.8 oz)
130	Papua New Guinea	0.044 kg (1.6 oz)
131	Slovenia	0.039 kg (1.4 oz)
132	Tanzania	0.037 kg (1.3 oz)
133	Guatemala	0.035 kg (1.2 oz)
134	Burundi	0.033 kg (1.2 oz)
135	Angola	0.032 kg (1.1 oz)
136	Romania	0.030 kg (1.1 oz)
137	Democratic Republic of the Congo	0.028 kg (0.99 oz)
138	Croatia	0.027 kg (0.95 oz)
138	Honduras	0.027 kg (0.95 oz)
140	Serbia	0.023 kg (0.81 oz)
140	Nigeria	0.023 kg (0.81 oz)
142	Brazil	0.018 kg (0.63 oz)
143	Philippines	0.014 kg (0.49 oz)
144	Madagascar	0.013 kg (0.46 oz)
144	Albania	0.013 kg (0.46 oz)
146	Bosnia and Herzegovina	0.011 kg (0.39 oz)
147	Venezuela	0.0076 kg (0.27 oz)
148	Montenegro	0.0064 kg (0.23 oz)
149	Congo	0.0052 kg (0.18 oz)
150	Colombia	0.0044 kg (0.16 oz)
151	Mexico	0.0033 kg (0.12 oz)
152	Comoros	0.0027 kg (0.095 oz)
153	Nicaragua	0.0026 kg (0.092 oz)
154	Chad	0.0016 kg (0.056 oz)
155	Central African Republic	0.00045 kg (0.016 oz)

Market Size

Locals

Surabaya is Indonesia's second-largest city with a population of over 2.7 million (5.6 million in the metropolitan area), The city is one of the busiest ports in the country. Its principal exports include sugar, tobacco and coffee. It has a large shipyard, and numerous specialized naval schools.As the provincial capital, Surabaya is also home to many offices and business centres. Surabaya's economy is also influenced by the recent growth in foreign industries and the completion of the Suramadu bridge. Surabaya is currently in the process of building high rise skyscrapers such as apartments, condominiums, and hotels as a way of attracting foreign people to the city.Surabaya is the main trading port in East Java. Enriched by its facilities, and geography advantages, Surabaya has great economic potential.

Bangkok is by far the most densely populated city in Thailand with about 12 million people.Bangkok is the economic center of Thailand, dominating the country's economy and dwarfing any other urban centers. Development continues to pour in to Bangkok mostly neglecting the rest of the nation. Its combined economic output is roughly 140 billion dollars in purchasing power parity terms, which accounts for roughly 16 percent of Thailand's GDP also in PPP terms. However, there is a quite a large discrepancy and statisticians and economists would claim that Bangkok accounts for nearly 75 percent of Thailand's service sector which accounts for 45.2 percent of Thailand's 590 billion dollar economy. With the given GDP of the city, the estimates for per capita income is roughly 20,000 dollars. More realistic but unclaimed estimates put the city's output as high as 210 billion dollars, accounting for 38 percent of national income and per capita income at 33,000 dollars.

Kuala Lumpur has a population of 1.5 million as of 2010, and an estimate of 1.6 million as of 2012. Greater Kuala Lumpur, also known as the Klang Valley, is an urban agglomeration of 7.2 millionThe Gross Domestic Product (GDP) for Kuala Lumpur is estimated at RM73,536 million in 2008 with an average annual growth rate of 5.9 percent. The per capita GDP for Kuala Lumpur in 2008 is RM 48,556 with an average annual growth rate of 5.9 percent. The total employment in Kuala Lumpur is estimated at around 838,400.The service sector comprising finance, insurance, real estate, business services, wholesale and retail trade, restaurants and hotels, transport, storage and communication, utilities, personal services and government services form the largest component of employment representing about 83.0 percent of the total.The remaining 17 percent comes from manufacturing and construction.

Tourists

Bangkok

Top 20 Most visited nationalities in Thailand 2011

Data from Department of Tourism, Ministry of Tourism and sports

rank	nationals	amount (people)	percent
	ASEAN	5,529,940	28.96
1	Malaysia	2,470,686	12.94
2	China	1,760,564	9.22
3	Japan	1,126,221	5.90
4	Russia	1,014,493	5.31
5	South Korea	1,014,292	5.31
6	India	916,787	4.80
7	Laos	887,677	4.65
8	Australia	854,064	4.47
9	United Kingdom	844,224	4.42
10	United States	684,073	3.58
11	Singapore	670,148	3.51
12	Germany	603,177	3.16
13	Vietnam	488,315	2.56
14	France	509,225	2.67
15	Taiwan	450,753	2.36
16	Hong Kong	418,063	2.19
17	Indonesia	369,53	1.93
18	Sweden	336,593	1.76
19	Philippines	271,903	1.42
20	Cambodia	252,705	1.32

Kuala Lumpur Tourist Arrivals in Malaysia 2010
In 2010, Malaysia recorded 22.4 million tourist arrivals.
Rank	country	Visitors	Growth
1	Singapore	13,042,004	2.4
2	Indonesia	2,506,509	7.04
3	Thailand	1,458,678	0.6
4	China	1,130,261	10.8
5	Brunei	1,124,406	5.9
6	India	690,849	17.1
7	Australia	580,695	8.9
8	Philippines	486,79	8.8
9	United Kingdom	429,965	-1.2
10	Japan	415,881	5.1

Market Segmentation

Market Segmentation

Customers are likely to be:

ü Young professionals and student may consider new taste of various tea that provided in my cafe. A lot of taste , choice and keep healthy.

ü It is popular for people to hold meetings such as craft circles and book groups inlocal cafes . We provide comfort place for everybody. Dringking tea with relaxed situation.

ü people looking to try different tastes and flavors.try kind of our product .

ü Office workers looking for a quick snack and drink or a relaxing meeting place.

ü Travelers will be attracted to healtea sweetea cafes situated at strategic locations such as mall; these can provide a useful way of relaxing before or during journeys.

ü Local Residents

Capital Bubble Tea Cafe wants to establish a large regular customer base. This will establish a healthy, consistent revenue base to ensure stability of the business.

ü Tourists

Tourist traffic comprises approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.

4.2 Target Market Segment Strategy

Healtea Sweetea Cafe will provide the local upper-middle-class community with a place to socialize, indulge themselves with fine teas and pastries, and find unique taste of tea and tea for gifts. For tourists, Healtea Sweetea Cafe will be a destination stop in their tour of the town, whether as a break from shopping, a warm-up visit after skiing, or a place to buy unique gifts as souvenirs of their holiday.

These customers will be glad to pay the price premium for our products in exchange for the high quality, great taste, and sense of prestige they receive. In fact, higher prices for some items (Assam golden tippy versus regular Assam) may encourage higher sales - these kinds of customers eagerly accept the idea that higher prices equal higher quality, and want to buy "only the best," regardless of whether their palate is educated enough to appreciate the subtle differences.

4.3 Service Business Analysis

The tea market is metropolitan areas such as Surabaya , Bangkok and Kuala Lumpur. Currently, locals and more sophisticated tourists looking for a cup of coffee or tea can either go to the bad place and incomplate. None of these options is geared toward the tea drinker, and none of them offer the convenience or upscale feeling, let alone knowledgeable service, available at Healtea Sweetea Cafe .

We have learned that their proximity to cultural events, shopping districts and fine restaurants has brought in hundreds of walk-in tourists monthly, while advertising with local hotels and bed and breakfasts boosted their clientele only slightly. Word of mouth, visibility, and year-round tourist appeal are very important for a teahouse's success in areas like Surabaya , Bangkok and Kuala Lumpur.

Tea Myths

ü Most people do not consume tea as a morning ritual as they do with coffee.

ü Tea is consumed in the afternoon and before bed.

ü People drink tea only during cold weather, making the business seasonal.

ü Tea is associated solely with the image of old ladies, china cups and doilies.

Tea Facts

ü Tea is growing in popularity and more people are drinking tea in the mornings as a substitute for coffee.

ü Tea is being consumed throughout the day; its milder caffeine effect allows for multiple cups without the "jitters."

ü Today's tea drinkers do not limit their purchases to one season, but drink tea all year long.

ü Tea has become the drink of choice for today's baby boomer, and tea's health effects are giving tea a more active, youthful, and healthy image.

4.3.1 Competition and Buying Patterns

In the gourmet teahouse industry, competition depends on quality of teas, knowledgeable teatenders, and cultivation and education of a loyal customer base. Our Consumers will have good experience , tea-dust offerings in grocery stores are amazed at the range of tastes, textures, and fragrances from real, high quality tea. Offer them a good cup, and they will usually return for the rest of their lives. However, getting them to enter your store in the first place can be a major challenge.

Our potential customers vary in knowledge of tea, and are seeking a wide range of experiences and products.

Tea Drinkers

Tea drinkers are looking for a pleasant, relaxing place in which to indulge their love of tea, share it with friends, and learn more about tea varieties, cultivation, and health properties. Committed tea drinkers will always choose quality over price or convenience, seeking out the freshest whole-leaf and tippy varietals in the area. Friends of ours have driven 50 miles to buy quality loose teas to bring home with them. Our challenge with these consumers is getting out the word that we are here, and holding events to showcase our quality.

Local Socializers

The middle and upper-middle class women of Surabaya and surrounding towns currently have no place where they can go to be spoiled at a moderate price outside of a full restaurant. Local restaurants can also be noisy, and require a large chunk of time and money for an outing. This market segment is seeking a cozy, comfortable, upscale/exclusive locale with a similar clientele, where they can meet friends, have some good food and beverages, and stay as long or as short as they want. Our challenge with the socializers is to create a buzz from the very beginning that we are exclusive, pleasant, and high-quality, without generating such overcrowding that we lose our intimate feeling.

Tourists

Tourists vary widely in their reasons for visiting Surabaya, but they generally share a sophisticated urban palate, a moderately high disposable income, and a desire to "discover" quaint local charm. They are seeking high-quality foods, beverages, gifts, and service. Our challenge with tourists is being visible enough to be noticed, without losing our local charm. Once such a visitor has tried our teahouse, they will definitely want to return.

Other Potential Customers:

ü New Tea Drinkers (who have never tried good tea)

ü Health-Food Afficionados

Strategy and Implementation Summary

We will combine heavy print advertising with special events and targeted promotions to introduce Surabaya , Bangkok and Kuala Lumpur residents and tourists to Healtea Sweetea Cafe , and to premium teas in general. Repeat sales depend on consistently high quality products and service. We will thus train every part-time teatender in the proper storage, and serving of our 30 kinds of tea.

Our teas and cakes are offered at a price premium that discourages customers seeking cheap, low-quality goods. This not only enhances the feeling of prestige customers get when patronizing our teahouse, but also ensures that customers will have similar expectations of service and quality, based on their socio-economic class. The status and sophistication indicated by suggesting an outing to Jasmine, or a gift basket with our logo on it, will soon become valuable in themselves.

5.1 Competitive Edge

Key Competitive Strengths

ü Ringga Arie 's experience managing a successful.

ü We have arranged competitive distribution contracts with high-end tea growers around the world.

ü We are the only retailer offering such a wide array of premium tea.

ü Our interior design will give Healtea Sweetea Cafe an intimate, cozy, comfortable, and chic feeling, without reminding customers of doilies and lace.

ü We are committed to providing only high-quality products and services with competitive price.

ü Advertising per month concentrating on banner and media. Healtea Sweetea Cafe will experiment with different strategy .

Competitive Weaknesses

Our primary weakness is that we are a new business competing against established chains, for customers who may not know how great our products are. To significantly build sales, we must not just find new customers - we must take customers away from existing stores and from their coffee-drinking habits. We can accomplish this only by offering a superior selection of teas and cakes, and focusing on high-quality service and full service delivery.

2.6 Current Situation in SWOT Analysis

The Healtea Sweetea Cafe will strengths, weaknesses, opportunities and threats.

Strengths:

1. High quality tea

2. High quality service

3. expertise on the tea business

4. Entrepreneurial spirit and commitment

5. complete and broad training of staff

Weaknesses:

1. Promotion , limited budget

2. Single line of product

Opportunities:

1. no serious competition

2. increasing market share

3. specialized products

4. can open new lines of business

Threats:

1. seasonal demand

2. misperception of tea consumption

3. Competition from coffee shops

5.2 Marketing Strategy

Our marketing strategy needs to accomplish two things: first, to make potential customers aware of Healtea Sweetea Cafe 's opening and location; second, to educate potential customers as to what a teahouse is, and why it is so wonderful. Clearly, with committed tea drinkers, the first will suffice. However, for the rest of our target market, we must strategically define ourselves as the answer to the many different things each group is seeking. Our highly visible location in the best mall .

The marketing budget will not exceed 3% of our gross annual sales.

Tea Drinkers

Appeal to their gourmet palates:

ü Advertisements in the "entree" and food sections of all local papers within a 30 miles radius.

ü Flyers in gourmet grocery stores and coffeehouses in the same area.

ü Ads in local magazines: Man's , sport's , young's and women Magazine.

ü Make Website about your product. Include benefit , price , uniqueles , location shop and your strategic promotion.

Gift Buyers

Focus on our wide gourmet selection and convenient location:

ü Ads in all local and international papers

ü Press releases to local papers, including gift suggestions

Tourists

ü The storefront design (in our highly visible location) will include our name and logo, and we will place standing signs pointing towards our store at both nearby intersections. Our menu, prices, and hours will be posted in the windows at all times.

ü Destination Visitors: We will place ads in the programs of all plays, operas, and other cultural events in Surabaya , Bangkok and Kuala Lumpur County throughout the year, billing ourselves as a "mini-getaway" from the pace of urban life. We will provide brochures in every local historical site, visitor's center, and state park information booth.

Marketing Plan

Promotion

With the increasing number of competitors carrying different products but of the same health benefits that tea offers, extensive advertising and promotions should be considered by the company. To reach the public, advertising is a necessity. Advertising takes two basic forms. The generic campaign promotes not a specific product, but tea-drinking in general. The other form is private advertising to promote the brand or brands of a company. These two forms perform very different tasks for the tea trade. Advertising’s role is multi-faceted, with a real possibility of increasing the total volume of quality tea sold to the public.

Picture : Healtea Sweetea Cafe Banner Promotion.

Picture : Healtea Sweetea Cafe Advertising in Media

Picture : Healtea Sweetea Cafe Website.

Pricing

the price is the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often, it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.

When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, marketing penetration pricing and neutral pricing. The 'reference value' (where the consumer refers to the prices of competing products) and the 'differential value' (the consumer's view of this product's attributes versus the attributes of other products) must be taken into account.

Place

refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution, franchising can be used by the marketer to complement the other aspects of the marketing mix

Product

5.3 Sales Strategy

Because Healtea Sweetea Cafe is a new entity, we understand that we will have to prove our company's worth to upscale tea buyers in order to earn their respect and business. Our Sales Forecast depends on establishing a loyal customer base who visits our teahouse at least once every month; we expect a few committed tea drinking "regulars" who will come in more than once a week. In order to achieve this kind of repeat business, every customer, whether on the first visit or their hundredth, will be treated graciously and with respect.

Part of our mission is to educate our customers about tea and tea brewing; however, this must only be done in a respectful fashion. Our knowledge is a resource, and must never be used to make a customer feel uncomfortable or ignorant.

Tea Profiles

In addition to our extensive menu describing all 30 teas, Ringga will develop a "Tea Profile" card for new tea drinkers, or customers looking to broaden their tea experience. These cards include questions about taste preferences which will help our teatenders guide the customer to a tea they will enjoy.This card called "loyaltea card". Our teas vary widely in taste, aroma, smokiness, fruit, and pungency, and very few people will enjoy them all equally. A customer who finds his or her personal tastes met is much more likely to be a repeat customer than one who simply orders a popular tea.

"Tea Tasting" Plates

Every week we will offer a different selection of our teas as a "tasting:" 4 to 5 small cups of different teas, labeled and described, with appropriate pastry accompaniments. These plates will allow customers to try new kinds of tea without committing to a full pot. These tastings will be priced at 1 1/2 times the price of a regular pot.

Special Events

In addition to our monthly tea tasting parties,Healtea Sweetea Cafe will offer customers the option of reserving the entire teahouse for a party or special event. We anticipate business for bridal and baby showers, as well as a few children's birthday parties.

We can join with big event for introduce our product to consumer.such as follow sport event , young activity and culture event.