BBS_5_EMI: Tawis Restaurant Entrepreneurial Venture Concept Plan

This document presents a business plan for Tawis Restaurant, a green tea and bakery outlet in Washington, focusing on providing exotic green tea and pastries to local residents and tourists. The plan outlines the company's vision and mission to become a leading green tea retailer, emphasizing competitive pricing and high-quality products. It identifies a market opportunity driven by the demand for hot beverages and exotic fast food, targeting middle and high-income earners and university students. The business model involves importing fresh tea leaves from Kenya and employing skilled bakers to produce a variety of green tea pastries. Marketing strategies include branding, social media presence, a dynamic website, and advertisements. Financial projections estimate startup costs, potential revenue from tea and pastry sales, and a break-even point analysis, highlighting the profitability of both beverage and pastry segments. The next steps involve setting up a retail outlet, analyzing revenues, and creating a business evaluation for potential investors.

Entrepreneurship 1
Entrepreneurial Mindset, Business Discovery and Development
Name
Institution
Author’s Note

Entrepreneurship 2
Tawis Restaurant
As a result of the market gap that exists around southwest of Washington offering exotic fast
food services, we would like to propose a green tea and bakery outlet known as Tawis Restaurant. Its
core objective is to provide an exotic experience to its customers by providing quality services from the
imported green tea. The business aims at attracting customers who prefer green tea over coffee for
health or medical reasons (Albers, Wohlgezogen and Zajac 2016). The major purpose also aims
towards capturing the attention of tourists who are a norm in the area. We plan on building a strong
market base around the region considering the strong challenge from several competitors around the
region such as the renowned Starbucks (Miles, Snow and Pfeffer 2016). Considering that we also have
other partner industries around the vicinity, this would in turn help us to capture our target market.
Tawis restaurant aims at offering the best prices which will also be competitive in the market. As we
stated earlier, our target market would include both local and international tourist, the middle and high
income earners and university students around the area.
Vision and Mission
Tawis restaurant aims at providing an exotic experience its consumers by offering green tea and
green tea pastries. This exotic touch is not only set to capture the attention of the tourists but also give
the residents of Washington a healthier and tastier option from the regular coffee. We set to open up
outlets across Washington and make it a household name. We would later scale up to several states
across America whose demographics would favour the growth of the business. Apart from just being the
leading green tea retailer in Washington we also aim at setting up several outlets across various states in
the country. Our competitive prices are set to attract both the middle and high income earner in
Washington (Hodgson 2012). Considering the saturation in the coffee sector, we would also be opening
up a new venture for other upcoming business models. We aim at stabilizing the monopoly set out by
giant distributers such as Starbucks. However, unlike Starbucks, our major emphasis will not be on the
beverage, but rather on the green tea pastries.

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Market opportunity
There has been a rapid growth in the beverage retail industry in the United States over the past
few years majorly due to the climatic conditions around Washington throughout the year. The cool
marine conditions favour the need for hot beverage. The high demand and low supply creates a suitable
market opportunity. There is also a market niche when it comes to exotic fast food restaurants in
Washington. The local and international tourist in Washington will generate around 40 per cent of our
annual revenue which would greatly boost our profit margins. The exotic touch of the green tea and its
pastries is set to attract the tourists. However, majority of our customers will be the local residence of
south west Washington. With our competitive prices we aim at attracting both the middle and high
income earners.
Business Model
Tawis restaurant is a partnership business model intended to be an exclusive green tea restaurant
whose tea leaves are imported from Kenya, Africa. The high quality green tea from Kenya boasts a huge
market in most European countries, considering it is the largest exporter in the world. We will be
importing fresh tea leaves in order to cut on the cost of importation. Processed and semi-processed tea
leaves are relatively expensive to import. We will employ two full time highly skilled bakers with prior
work experience of not less than five years. They will be required to provide the necessary certificates
from recognized institutions. The bakery is set to produce a variety of green tea pastries that would be
sold at competitive prices. The revenues generated from the pastries will be separate from the revenues
generated through sales of the beverage. Our emphasis on the green tea pastries is due to the
consideration that we would be the sole outlet in the area providing these products (Saunders and
Townsend 2016). We wish to underscore the focus on the quality of the products made thus the huge
investment on the highly skilled employees. Creativity is also a key factor when it comes to consumable
products. We will also offer after-sale services such as free delivery for the residents located within
Washington. We will set up several outlets around Washington which enjoy high tourist traffic.

Entrepreneurship 4
Marketing and Sales
We are going to highlight a few ways in which we are going to improve the company’s with the
primary objective of increasing the sales of our products. The strategies are meant to drive Tawis
Restaurant to become a household name in Washington. We expect a directly proportional increase in
sales with the increase in marketing strategies applied.
Brand name, colour and logo
A lot of emphasis would go into the branding of Tawis Restaurant. We would make the primary
colour of the business to be lime green to correspond with the green tea that we offer. Furthermore,
Tawis itself if a Swahili word in Kenya meaning green leaves. We found that Tawis is an easier word to
remember, is catchy and it is symbolic to the products that we offer. All the disposable cups, serviettes
and plates that we would use should also have the company name. The t-shirts worn by our employees
would also contain the company logo and colour.
Banners
We would set up banners containing all the details of the company; that is, phone contacts,
website, social media handles, addresses and the products offered. They will be situated in areas with
high tourist traffic and the populous residential areas.
Social media
Considering that a huge of our potential customers is on social media, we would set up our
business profile across all social media platforms. We would set up Whatsapp groups for the business
and use Facebook messenger to pass information cheaply and effectively across a huge population. We
would also be able to post our products on Instagram, especially the green tea pastries to attract a huge
market (Watson 2016).

Entrepreneurship 5
Website
It is necessary for us to have a dynamic company website where our customers would be able
make online purchases. The purchases will include free delivery services for the residents located within
Washington. We would maximize on the website by providing the company’s details, linking all the
social media platforms and having an interactive messaging feature on the website.
Advertisements
Unlike websites or the use of social media, the use of advertisements is fairly expensive.
However, it is cost effective, in that the results are significant compared the later. We would place
advertisement features during prime times on television and radio stations. Adverts on local newspapers
such as the Washington Post would also be effective considering it is a common read among our target
market.
Finance
There is a cash requirement of $3,000 for legal expenses, $55,000 for the kitchen and restaurant
setting equipment, $15,000 for premise renovations. This would amount to a total starting capital of
$73,000. There are also start up assets worth $150,000 with $50,000 for the current assets and $100,000
for the long term assets. From the above quotations we have already raised $100,000 from savings,
donations and friends. We have a target of $500,000 from potential investors and the Small Business
Administration loan. Most of that money will be used increase the number of skilled employees,
sponsoring the marketing strategies and opening up other retail outlets. $30,000 from our raised capital
will be used to make our first shipment of green tea leaves. This will translate to around 13 kilograms of
fresh green tea leaves. This is by considering the global prices of tea to have fallen by a margin of -
1.30% as of January 2019. The prices are at $2.27 per kilogram. From the 13,000kg of imported tea
only around 3.38kg will be used in the actual making of the beverage tea. This is because from one

Entrepreneurship 6
kilogram of tea leaves, only 0.26 kilograms is required in making the beverage tea. From the 3.38
kilograms of ready-to-use tea leaves only 0.003 kilogram is required to make an100ml cup of green tea.
This therefore means that from the 3.36 kilograms we would be able to make approximately 1125 bags
of ready-to-use tea leaves. One great aspect with tea is that you can produce around 5 infusions with the
same leaves. That is, you can make 5 cups of tea with only 3 grams of the leaves. Therefore, from the
3380 grams ready-to-use leaves from the import, we will be able to produce around 5625 cups of tea
with the 1125 ready-to-use bags. The sale of one cup is going to range from $6.99 to $9.99 from low
season to peak periods respectively. We will be able to make $39,318.75 during the low seasons and
$56,193.75 during the peak periods. Either way we will be able to make a profit margin of $9,318.75
and $26,193.75 during high and low periods from the initial $30,000 spent on importation of the fresh
tea leaves. If we make an approximate of 100 cups of green tea sold daily, it would require us to make
the same number of sales for 56 days (2 months) in order to reach the break-even point. The above
calculations are based on the assumption that all the ready-to-use leaves will be used to make the
beverage. However, in our plan, we are also set to make green tea products such as green tea bread,
trifle, parfait, pancake, sponge cake, oatmeal, cookies, etc. This side of the business is set to generate a
much larger profit margin than the beverage. However, the starting capital required in purchasing the
required baking equipment is relatively higher. This would mean that a longer duration will be required
before the break-even-point is met. In making a 350 gram green tea pastry you are required to use
around three to four teaspoonful of tea powder. This translates to 12.6 grams to 16.8 grams of the tea
powder per 350 gram pastry. The 350g green tea pastry will go for around $35 each. The green powder
is made from the remaining 9.62 kilograms that was not viable for making the beverage. From the
$30,000 purchase the 3.38 kilograms used for making the beverage will have already generated revenue
of 31.0625 per cent to 87.3125 per cent within the sale of the first 5625 cups of tea. The additional profit
made from the sale of green tea pastries will also boost the general profitability of business. When it
comes to the pastries a revenue of $21,043.75 will be realized will the sale all the products produced by
the 9.62 kilograms. The revenue generated will be ploughed back into the business in purchasing other

Entrepreneurship 7
baking agents such as flour, sugar, salt, eggs, etc. The revenues from the green tea pastries should also
cater for the electricity, water and transport bills for the free delivery services.
Next Steps
We would like to set up our first retail outlet of Tawis Restaurant around southwest of
Washington where there is huge tourist traffic. We should be able to analyse the revenues generated
within every two months for the first year in operation. This should be able to give us a rough estimate
of how the business has peek based on the predicted revenues and profits provided. During this period,
all the expenses will be made using the funds raised solely by the business. We will then be able to
create a business evaluation of the company after the first six months. Thereafter, generate the
percentage equity which would be offered to the potential partners and investors.

Entrepreneurship 8
References
Albers, S., Wohlgezogen, F. and Zajac, E. (2016). Strategic alliance structures: An organization design
perspective. Journal of Management, 42(3), pp.582-614.
Hodgson, D. (2012) Disciplining the professional: the case of project management. Journal of
management studies, 39(6), pp.803-821.
Miles, R.E., Snow, C.C. and Pfeffer, J. (2016). Organization‐environment: concepts and issues.
Industrial Relations: A Journal of Economy and Society, 13(3), pp.244-264.
Saunders, M.N. and Townsend, K. (2016). Reporting and justifying the number of interview participants
in organization and workplace research. British Journal of Management, 27(4), pp.836-852.
Watson, T. (2011). Ethnography, reality, and truth: the vital need for studies of ‘how things work’in
organizations and management. Journal of Management studies, 48(1), pp.202-217