by Agnes Choi Sarah Rostek Sonja Blau The Platform Chefs by Agnes Choi Sarah Rostek Sonja Blau

Business Idea Service provider Vending machine selling vacuum-sealed meals in public transport points Primarily located in the Berlin main train station Benefits Convenient Hygienic 24/7 availability Cost efficient

Industry Analysis & Trends Germany Urban penetration: 154 persons per machine 35480 machines in Germany, 10.30 % of European market Growth rate in 2006: 6 % 8.8 % increase in machine per capita Slow down since 2003

Industry and Trends

Target Market Germany Berlin Inhabitants 82.000.000 3.400.000 Population 20-44 years 32% 38% Male-Population 49% 51% Singles 37,5% 52,7% Gross-earnings (of men per month) 3.309 € 2.200€

Competition & Positioning Fast food restaurants Bakeries Snack shops Salary costs, Rent costs, Limited Availability Area protection = High entrance barriers

Marketing Focus on local promotion in stations Flyers Electronic posters Distribution of free samples Enhancing customer loyalty Subscription cards Building customer relationships

Business model Subscription card sales Credit card sales Money collected Vacuum-sealed meals from outsourcing company Refilling vending machine Our Company Machine pos Storage Transport Payroll

Management and Organization Permanent Employee 1 Permanent Employee 2 Temporary Employee 1 Temporary Employee 2 Temporary Employee 3

Revenue Mechanism Cost of sales Fixed costs Food from Rent Outsourcing 20% Food from Outsourcing Company 15% Customers 100% Profit 10% training 5% Labor 20% Management 15% Storage & Transport 10% Marketing 5%

Financials Breakeven analysis Capital budgeting Selling price: € 4 Gross profit per unit: € 1.73 Monthly burn rate: € 15477.50 Breakeven if more than 25 meals are sold per day Capital budgeting €180000 for the start of the business

Cash Flow Projections NPV € 394065.75 IRR 17%

Growth in Stages

Future Plan Expansion Franchising Profit growth of ??? in … years Strategy: Investing in Marketing Improving quality Following new trends  Targeting new markets

Thank you for your attention The food is ready!