Start-up Summary

Chocoworld's start-up costs will cover coffee making equipment, web-page formation and modification, capital to cover losses in the first year, and the communication equipment necessary to get its customers online.

The communications equipment necessary to provide Chocoworld's customers with a high-speed connection to the Internet and the services it has to offer make up a large portion of the start-up costs. These costs will include computers and all costs associated with their set-up. In addition, costs will be allocated for the purchase of coffee making equipment. One espresso machine, an automatic coffee grinder, and minor additional equipment.

Pricing Strategy

• Determining a fair market, Chocoworld doesn't have direct competition from another cafes in Almaty, due to our area of working field. So the price would not depend on competition now. Because Chocoworld establishes its competitive advantage through superior customer service and community involvement, sustainability, convenience and strategic partnerships.

• Mostly for transportation of different sorts of chocolate and food stuff is responsible our partner who already has contracts with chocolate factories and sellers.

• The price depends on types of desserts, because technology of making them is different and also it depends on holidays, such as New Year, Valentine's Day, 8th March, Teacher's Day and so on.

• We provide a competitive pricing of our brand products. We are not going to make products expensive or too cheap. It’s okay to make the price products in the middle. It’s competitive and people can surely afford what we are selling to them.

Promotion Strategy

• We realize that in the future, when competition enters the market, additional revenues must be allocated for promotion in order to maintain market share.

• Chocoworld will implement a pull strategy in order to build consumer awareness and demand. Initially, Chocoworld has budgeted for promotional efforts which will include advertising with coupons for a free chocolate dessert and coffee.

• We tried to find own way by implanting some promotional tactics our competitors haven’t done yet. For instance, we will provide a “buy one take one” promo. We will disseminate this message through product advertisement over at radio stations or over at your local newspapers, internet or TV stations.

• It may take some of financial investments but it can be worthwhile since people will eventually see that Chocoworld's brand is worth trying and once they’ve tried it, they will surely come back for more.

• By giving customers the option to create their own cakes and providing "grab and go" and "sit and eat" food options Chocoworld will ensure efficiency, consistency, and quick convenience. Through community involvement and promotion events Chocoworld will become a lifestyle brand.

• We will offer coupons to people events we attend and also give out free samples. We hope that through our support of the local community people will see us as a trustworthy and legitimate brand. We plan on implementing "punch cards" that we will hand out at events as well as keep in the store.

There will be three punch cards:

#1. Buy 10 hot chocolates get one free.

#2. Buy 5 chocolate bars get a free one.

#3. Bring a new friend, get a free jar of sweet help for free.

• Through our social media outlets we will offer exclusive deals those that "like" our Vk or "follow" our twitter. These offerings should not only incentivize people to come in and try our products but also to follow our social media.

• Our Instagram account will be the most important account for us, because it will link our social media plan together.

We will Instagram at least two pictures a daily of things like management team in store, menu, our customers, updated interiors etc.

We also plan to contests that require people to repost pictures of our products in order to participate.

• An important thing for us to take advantage of will be offering promotions during peak seasons. Right before and after new year, Valentine's day, 8th of March will be huge peaks of business for us because people will be searching for gifts and presents. Specially for that situations we provide nice boxes and packages. In order to capitalize on these we will offer discounts, special prices on Chocolate Days, and deals on small plates when you buy more than one. This will also help encourage our loyal customers to our brand.

• By advertising on our Facebool,Twitter,Instagram accounts we will get people talking about our brand. We aim to stir excitement through pictures of our products. Social media is the cheapest and fastest spreading medium that we can access.