Retail Store layout , Retail Store Design , Retail mix . Retail management , Startup Idea

2. Store Concept
India is 2nd largest producer of tea
Indians love tea.
More than 5m small tea stalls
Our shop is a 24*7 Tea shop which will serve the Indian middle
class.
Provide Books , table games and on demand karaoke.

3. Retail Strategy
The Main aim of Infinitea is to serve the tea lovers with lots of different
varieties of tea at a place which is safe and comfortable yet has the
classic Indian ambience. A place where they can pass their free time, do
there official work out of the office and at the same time enjoy their
favourite songs. Where they can have real Darjeeling/Assam tea very
near to them.

4. Growth in India
The key drivers for Tea shop can therefore be summarized as
follows:
• Increased spending ability and rising aspirations
• Upward trends in Tea consumption
• More % of young population among the total population
• Changing taste preferences leading to restaurants
• Ease of Availability/Reach

5. Location Planning
 We are located in Mumbai :-
 Opera House, Charni Road
 This prime location gives access to various groups of
people and target different audiences both the youth
as well as the working professionals

6. Store Design Layout

7. Store Design Layout
 On Ground floor
1. Entrance
2. Normal serving tables
3. Special tables dedicated to states. : These will be separate
compartments, with the interiors representing the culture of
the particular state. It is so, that the customer can have an
experience of the particular state.
4. There will be a book shelf besides counter. : This book shelf will
contain all latest love, Fantasy, and related novels. NEWS papers
and other books
5. Kitchen will be on the ground floor to prepare all the orders.
6. The stairs will be on the left side of the entrance, so the
customers willing to go on the first floor can co directly

8. On the first floor
1. Tables for groups
2. Smoking zone
3. And most importantly a customer wall- where they can show
their talent, views and anything what they want to share.
4. And a karaoke where people can enjoy their tea with guitar
and music. This is an another activity for engaging customer.

9. How it works
Customers enters
the shop & occupies
their table
Order placed
through on table i-
Pads with inbuilt
menu
Order received at
counter forwarded
to kitchen
While the order is
processed, customer
can read books, play
table games, etc.
Order Ready!
Notification
received on Table.
Collect order and
Pay bill

10. Operational Plan
Sourcing :
Daily procurement of Milk and dairy products and vegetables
Twice a week procurement of spices and other general food items
Special Darjeeling tea will be sourced from Darjeeling via railways in the
second phase
Stocking :
Most the dairy products & needs to be stored in
Refrigerator and Deep Freezer
A wooden wardrobe will be required for proper Placement of Crockery
items

11. Operational Plan
Order Preparation :
Orders received at counter will be forwarded to kitchen by Counter
person
Orders are made by using IPads on all tables
Modern cooking equipment for efficient cooking
Maintenance :
This includes all types of normal operations of Restaurant apart from
specific operations mentioned above. Regular Crockery updating, IT
systems, Library, Kitchen Maintenance

12. Human Resource Planning
Human resources are the most expensive and most important of
all the resources. Proper planning is to extract most out & make
the business profitable. Below are the different departments and
their responsibilities and the number of person required in each
department.
Restaurant
Manager
House
Keeping
Tech.
Department
Logistics Kitchen

13. Human Resource Planning
Responsibilities & size of Departments
Housekeeping:
Housekeeping personnel will be responsible for the cleanliness in
all areas of the restaurant. Cleaning tables once the customer left
the restaurant, cleaning of toilets, smoking area, cleaning of
dishes, utensils etc. They will also assist logistics person for daily
logistics. And other functions like serving & assisting customers.
Housekeeping Department will be led by Restaurant manager and
will consist of 7 helpers.

14. Technical Department:
Technical department is further divided into two sub departments
Marketing & IT department.
IT department will consist of only 1 IT person who will be
responsible for the proper working of IPads on the tables,
Computer systems, Karaoke, Wi-Fi and other IT systems in the
store.
Marketing will consist of One marketing manager who will be
responsible for designing different campaigns, publishing ads in the
NEWS papers & on radio, Organizing time to time events for
engaging audiences, Managing in store customer wall, and most
importantly he will be responsible for Customer relationship
Management.
IT and Marketing together will also be responsible for managing
online presence of Infinitea. i.e. managing all the social media
pages of Infinitea, writing blogs and managing Website of Infinitea!

15. Logistics:
There will be 1 person in this department who will be responsible for
bringing stock for all the departments.
He will be assisted by one of the helpers of housekeeping dept. he
will be responsible for the shopping of fruits, vegetables, bakery,
grocery and other needs of the restaurant. He will be responsible for
all the work outside the restaurant & report directly to the
Restaurant Manager.

16. Kitchen Staff :
Kitchen will consist of a Head chef, two assistant chefs & 2
assistant helpers specific to kitchen only. Head chef, One
assistant chef & One assistant helper will work in day shift &
the other assistant chef & Helper will work at night sift.
Assistant chefs will be responsible for preparing all the
dishes and assisting the head chef. They will be responsible
for maintaining the inventory of raw materials in the
kitchen and store room. They will report to Head chef.
Assistant helpers as the name suggests will assist chefs in
their work. Cutting vegetables, preparing dishes etc.
In all there will be 16 employees including the manager in
the restaurant.

17. Marketing Strategy
Infinitea is a youthful brand, and so all marketing should be focused on our
target markets. Below is the explanation of all the marketing tactics &
strategies to be followed. We should have clearly defined segments and the
targeted audiences
ALL TEA LOVERS
Students Working Professional
Teens Youth Cools Matures
Age 15-18 18-24 24-40 40+
Sex M/F M/F M/F M/F
Income Low Low/Med Med/High Med/High
Lifestyle Study Oriented/
Highly Outgoing
Study Oriented/
Highly Outgoing
Work load/
Med. Outgoing
Work load/ Less
Outgoing
Avg. No. of Tea
cups / day
2-3 3-4 3-4 4+
Segment
Attractiveness
Med High High Low
Price Sensitivity High High Low Med

18. Marketing Strategy
A. Students :
Teens : These are young school going students. There lifestyle is
oriented highly towards studies, have low income and they like to go out
and enjoy with friends. Highly price sensitive. They actually look for the
places which costs them less and can serve most to them.
Youth : These are young college going students. A major part of this
segment stays in hostels. Highly studies oriented. Like to party &
hangout as couples and groups. Have low to medium income. They are
active 24*7. So they are ideal targets for XXXX. Their sensitivity towards
price is Not very high But also not very low.

19. B. Working Professionals :
Cools : They are heavily work oriented individuals. Have a
high disposable income. Like to enjoy most and are readily
outgoing. Very less sensitive towards price. As Infimitea is
located in area with more than 20 offices in a 3 K.M. radius,
Highly accessible to them. They can come before the office
hours, During breaks and after office hours. They are one of
the major target market for us
Matures: They are working professionals of more than 40
years of age. Mostly married and have many
responsibilities. Are less out going.

20. Retail Mix
Merchandise mix
XXXX will have more than 50 different varieties of Tea divided broadly into two
categories.
Tea
Desi Tea Videsi Tea
• Plain tea
• Clove Tea
• Cardamom Tea
• Ginger tea
• Masala tea
• Tulsi tea
• Pepper tea
• Customized tea
• Coal special tea
• Strong/Light tea
• Etc
• Chinese tea
• American tea
• British tea
• Malaysian tea
• Scientific tea
• Green Tea
• Black tea
• Lemon tea
• Ice tea
• Tea Latte
• Etc.

21. Retail Mix
Besides tea, we will also have Sandwiches, toasts, Rolls and the traditional
indian dry snacks like Mathri, Pinni, Laddus, Biscuits, Sev, Chakli, Naan khatai,
khakra, thepla & other regional tea time snacks.
Toasts, S/Ws
• Butter Toasts
• Cheese Toasts
• Veg cheese Sandwich
•Oregano sandwich
Rolls
• Masala rolls
•Paneer tadka roll
• Chinese roll
• Malai Roll
Desi Snacks
• Kachori/Samosa
• Mathri/Pinni
• Khakra/thepla
• Nan khattai
• Bhel/ Garlic buns

22. Total Product ConceptAugmented
Product : Safety,
Comfort, Karaoke
& free reading
novelsExpected product:
On time service,
Quality, ambience &
Trust
Actual Product:
Tea & Snacks
Core Service :
Experience

23. Pricing & Profitability
 Pricing the merchandise is a very critical factor. It cannot be priced
high as we are a low budget segment player. We cannot price it low
as we are providing so many facilities which bears high cost.
 When we see our competitors, their price ranges From INR 10/cup
(200ml) at local gumtees to INR 150 in nearby 3 star hotels. Similar
price range for other categories, ranging for INR 25 to INR 500.
 We will provide a mix of both, but slightly towards the lower side.
Our tea prices will range from INR 50/ Cup to INR 150/ Cup (220ml)
. Below is the broad pricing for different categories & also the gross
profit from each category (Gross Profit = Selling price – Cost of
sales, this includes all raw materials but no other expenses)

24. Pricing & Profitability
Categories Price Range Gross profit margin
Tea 50 to 150 50 to 70%
Toasts & Sandwiches 70 to 200 40-65%
Rolls 50 to 150 30-50%
Dry Indian Snacks 45 to 100 50%
Other Snacks Upto 150 Variable
Wi-Fi Free upto 1hr.

25. Promotion Mix
As we have a specific target audiences, all our promotional
activities should be targeted to them.
1. Sales promotion
2. Direct Marketing
3. Media Advertising
4. Internet Advertising
5. Social media marketing
6. In Store Promotions
7. Loyalty program

26. Finances
Revenue
Streams
Cost Centres
Food
Sales
Advertising
Income
Fixed :
Salaries
Maintenance
Promotions
Variable :
Raw Materials
Logistics

27. Finances
Fixed Costs
a. Salaries
Payroll
Department Role No. of personnel
required
Total/year Total/month
Kitchen
Head Chef 1 3,60,000 30,000
Asst. Chef 2 5,28,000 44,000
Helper 2 2,40,000 20,000
Housekeep Helper 7 7,56,000 63,000
Marketing Jnr. Manager 1 1,80,000 15,000
IT Manager 1 2,16,000 18,000
Logistics Jnr. Manager 1 1,20,000 10,000
Rest. Manager Manager 1 3,84,000 32,000
Total 16 27,84,000 2,32,000

28. Financesb. Selling, general & admin expenses
S, G and A expenses (In INR)
Particulars Monthly Cost Yearly Cost
Electricity, Water, etc 15,000 180,000
Internet 5,000 60,000
Housekeeping 1,500 18,000
Misc. 5,000 60,000
Marketing 5,000 60,000
Total 31,500 3,78,000
S, G & A Expenses Salaries Total fixed cost (monthly)
31,500 2,32,000 2,63,500

29. c. Setup cost (one time) Fixed
Category Particulars Units Cost/unit Total
Furniture
Table set 20 8,000 1,60,000
Decoration Various Various 5,00,000
Kitchen Equips
Gas Burners 2 8,000 16,000
Microwave 1 15,000 15,000
Deep Freezer 1 90,000 90,000
Refrigerator 1 50,000 50,000
Induction cooker 2 3,000 6,000
Utensils Various Various 10,000
Crockery Various Various 20,000
IT Systems
iPads 20 20,000 4,00,000
Computer 1 15,000 15,000
Software Various Various 15,000
Misc. 2,00,000
Total 14,97,000

30. Market Sizing & Opportunity
Population of Place 13,90,000
Population in the age group of 15-40 years 6,67,200
Target segment size in Primary trade area 6,000
Estimated number of order per day 175
Estimated average order size 200
Revenue per month (175x30x185) 10,50,000
Gross Profit / month (40%) 4,20,000
Operating Cost (In above table) Fixed/Month 2,63,500
Contribution Margin/month 1,56,500

31. Breakeven Analysis
Breakeven period (month) is (Total fixed cost)/Contribution
towards Fixed cost each month
= 1,497,000 / 100,000
= 14.97
= 15 months
Total months for breakeven is 15 months.

32. SWOC ANALYSIS
STRENGTHS
Specializing in the most consumed beverage.
An all-round pleasant experience
Reasonable prices
Technology oriented system

33. OPPORTUNITIES
1. Financially not so sound
2. Lack of experienced personnel
WEAKNESSES
1. There is a huge untapped market and most importantly
people are in immediate need of such kind of shop.
2. Franchising
3. Also our business provides an opportunity to develop a
Private Label Tea to be introduced in the later phase once
the brand is established. The availability of farm in
Darjeeling presents great backend support for the forward
integration.

34. The key challenges for the Tea shop are :
1. Constantly changing laws
2. Licensing
3. Bringing fresh tea leaves from Darjeeling on
regular intervals
4. Availability of labour
5. Logistical failures
6. Coffee is the new trend , substituting to tea
CCD, Starbucks
Challenges

35. THANK-YOU