ÄBusiness eople
ÄThe focus on organic products means that the need for global awareness of
conserving the earth will be highlighted
ÄThere has been a large environmental conservation awareness over the last 5 years
and this is still growing
ÄMore and more people have become aware of the negative health implications of
pesticides, insecticides and certain fertilizers
Äeople have become more aware of health issues and therefore providing the healthy
alternative is an advantage
ÄThe shift in social awareness and upliftment has become a big issue
ÄRecession has made people more conscious of how to spend their money, therefore
providing an eating out alternative that is perceived as Ê Ê is an advantage
ÄAs homes have become smaller, people have taken to meeting their friends
in coffee shops and restaurants
Äeople͛s busy lives mean they don͛t have time to cook fancy meals or bake cakes to spoil
their family so they take them out
ÄA lot of start up consultants meet clients in coffee shops rather than renting office space
ÄDue to exorbitant rentals, small businesses cannot afford to have boardrooms and thus
they make use of coffee shops for their meetings
ÄBecause of time constraints, people are looking for quick meals instead of waiting
in a restaurant
-
The estimation of the market potential is based on the assumption that the coffee
shop will be situated at the Centurion Mall.
About Centurion Mall (wikipedia) : Centurion has come a long way from being a
sleepy southern suburb of retoria, with smallholdings and large open spaces. Having
experienced stupendous growth since 1994, like the rest of urban South Africa, many
businesses have relocated there, and property development is boosting the ever
expanding city limits. The Gauteng rovincial Government envisages that, according
to current growth trends, much of the Gauteng province will be a city by 2015.
Currently the Centurion Mall has two coffee shops - Dulce Continental Café and
Fournos Bakery. These Coffee shops do not cater for a menu that comprises of meals
which are focussed on healthy meals that are created from organic products.
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62% of clientele earn more that R10,000 a month = approx . 186 000 per week
89% of clientele are aged between 25 and 49 = approx . 267 000 per week
-
Leasing @ R400 per square meter * 50 = R20,000 per month (approx.)
Water and Lights = R7,000 (approx.)
Kitchen Staff salaries per month = 2 * R2,000 each = R4,000 per month (approx.)
Waiters salaries (9.45 per hour) = 9.45 * 8 hours * 5 people * 7days
* 4.33 weeks = R 14,500 (approx.)
Other Expenses (e.g. cleaning supplies, telephone ͙ etc) = R3,000 (approx.)
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50% *R47,500 = R23,750 / R33.75 = 704 units (people to order coffee and cake)
30% *R47,500 = R14,250 / R30 = 475 units (people to order light meals)
20%*R47,500 = R9,500 / R10 = 950 units (people to order just coffee)
Break Even = 2704 + 475 + 950 =2165 Total Customers per Month
Break Even = 2165 / 4.33 = 500 Total Customers per Week
Therefore, out of 300,000 people who visit the mall per week,
we need 500 customers = 500 /300,000 which is 0.16% of Mall Customer Base
www.go-organic.co.za
www.mywage.co.za
en.wikipedia.org/wiki/Centurion,_Gauteng
http://faithful-to-nature.co.za
www.ciro.co.za
www.centurionmall.co.za
www.doppio.co.za
www.cappuccinos.co.za
www.picknpay.co.za
www.makro.co.za
www.themugg.co.za
www.naturalandorganic.co.za
corne@word4word.co.za (Marketing Manager Centurion mall)