1. Barış Özgül Gürkan Atalay Tolga Can Özkan Burcu Doğan Serhat Çömez Elif Akbulut

2. OUTLINE -THE EXECUTIVE SUMMARY -THE COMPANY DESCRIPTION -MARKET ANALYSIS -MARKETING AND SALES STRATEGIES -FINANCIAL PREDICTIONS

3. EXECUTIVE SUMMARY Description Located in Cayyolu, Handmade Store is one of the newest faces of Ankara’s food and beverage life. Our menu ranges from a wide variety of patties, pastries, main dishes, salads, soups, deserts and more. All of our offerings are 100% handmade and 100% homemade. Slogan / Motto A woman’s best assistant in the kitchen / Taste how much we care / Your body does care what and where you eat Mission Statement To provide fresh, healthy, nutritious and great tasting homemade foods -through using only quality ingredients- at reasonable prices in a clean, friendly and convenient environment. Goal To be better today than we were yesterday and better tomorrow than we are today.

4. EXECUTIVE SUMMARY Date of Business Began April 30, 2014 Description of Facilities / Location of Business We have a three story place for our restaurant. In the entrance floor we have checkout, a few tables In the ground floor we have toilets and our open kitchen In the top floor we have most of the tables Also we have a garden which is suitable for hosting our guests We are operating in a elite neighborhood of Ankara, Cayyolu.

5. EXECUTIVE SUMMARY Products / Services Rendered As a company who provides foods for our customers, we have wide variety of food offerings. Our menu ranges from a wide variety of patties, pastries, main dishes, salads, soups, deserts and more

6. EXECUTIVE SUMMARY Names of Founders and Functions We have started to business as 6 partners. All of us put the same amount as capital which is 50.000 TL Burcu & Tolga - Marketing Manager Serhat & Elif – Financial Manager Gürkan – General Manager Barış – IT Manager Number of Employees We have 2 chefs, 3 waitresses and 3 delivery guys in our team for start-up

7. EXECUTIVE SUMMARY Target Customer Business women Upper level income people Old people Students Single men Marketing and Promotions High intensity of marketing campaigns and promotions

8. EXECUTIVE SUMMARY Summary of management’s future plans -Increase our market share - Obtain customer loyalty -Acquiring a good brand image.

9. Business Description Business Summary We are a restaurant located at Çayyolu specializing in catering meal service, lunch and after work meals for upper class busy working woman and people who want to taste fresh, delicious, healthy, homemade dinner meals with high quality which prepared by master cookers.

10. Business Description Describing Industry Increasing woman labor force Importance of distribution channels

11. Business Description Mission Statement To provide fresh, healthy, nutritious and great tasting homemade foods -through using only quality ingredients- at reasonable prices in a clean, friendly and convenient environment.

12. Business Description Location and Facilities Cayyolu 2-3 flats of villa with garden and produce serve to people in same place.

13. Business Description Legal form of your company Our shareholders will be the owners of the company. Net operating income will be shared equally among owners. Also, there is no restriction to this kind of business in Turkey. We will be work as ordinary restaurant and pay 18 % value added tax to Government.

14. Business Description Owners Ownership percentages will be shared as 16.67% among Elif Akbulut, Burcu Doğan, Serhat Çömez, Tolga Can Özkan, Hasan Gürkan Atalay and Barış Özgül, equally. These people will work actively for company. Tasks will be shared with considering talents of these people. Distribution, finance, marketing, supply chain, production etc. will be our tasks.

15. MARKET ANALYSIS Understanding the buying habits and preferences of businesswomen, families and housewives, Making a business plan in order to reach information about our competitors business, strategies and customers, Making research about e-business outlets of our competitors, Investigate our competitors' message to our target audience, Making a research about how will create niche market in this industry, Determination of our distribution channels,

16. Understanding the buying habits and preferences of businesswomen, families and housewives; Role of women in Business life, Hard conditions of Housewives, Monotony of daily life

17. Making a business plan in order to reach information about our competitors business, strategies and customers, How to sell our competitors’ their products, Our competitors’ customers’ priorities, Our competitors’ Strategy,

18. Making research about e-business outlets of our competitors; Providing good content, Selling unique products, Providing great customer service, Providing comprehensive selection alternatives,

19. Investigate our competitors' message to our target audience; “Huzurlu bir mola” “Sınırsız tatlar” “Çalışan bayanlara müjde” “Ev tadında” “Organik ürünler kullanıyoruz” “Yeni tatlar, yeni lezzetler denemeye varmısınız?” “Damak zevkinizi tatlandırır, yemek keyfinizi taçlandırır” “Misafirimiz olun” “Müşterilerimizin kendilerini evinde hissettikleri,sıcak,samimi bir ortam vardır” “Anne yemeği gibi”

20. Making a research about how will create niche market in this industry; Housewives’ special days, Birthday and Engagement organizations, Firms’ meetings, Religious ceremonies,

21. Determination of our distribution channels; Our own restaurant, Our website, Our telephone orders,

22. Marketing Decisions for

23. Market Segmentation Geographic Demographic Psychographic Behavioral

24. Geographic Segmentation Dividing a market into different geographical units, such as nations, states, regions, countries, cities We prefer to start up a business in Çayyolu region.

25. Demogaraphic Segmentation Dividing the market into segments based on variablessuch as age, life-cycle stage, gender, income, occupation, education, religion and generation.

26. Variables in our Business Age & Life-cycle Segmentation: offering different products and different marketing approaches. We produce sugar-free cookies, cakes and salt-free breads, poğaça etc. for diabetic and old people. We produce cup-cakes, cookies and moist cakes for young and children.

27. Gender: Different segments based on gender. We divide a market according to gender; our target segment is women, especially, businesswomen « Businesswomen can only imagine delicious and natural homemade cook, not think how to make these.»

28. Income: Dividing a market into different income segments. We offer homemade cook for working women at high income level. Organic products Customer value Homemade products Customer value Customer who are aware of our products’value can pay more money ( compare than patisseries)

29. Occupation and Education: Businesswomen’s occupation and education level are directly related to the our business marketing strategies. Educational level and professional status are direclty related each other. So, generally women who are in the high educational and professional level can prefer that type of cook.

30. Psychographic Segmentation Dividing a market into different segments based on social class, lifestyle or personality characteristics. High and middle social classes Lifestyle : traditional and modernist life style Personality characteristics: healthy and qualified life approach.

31. Behavioral Segmentation Consumers knowledge related segmentation. Generally, people start to be aware of harms of fast food and recent trend is obesity. Consumer’s recent knowledge

32. 4P+2P=6P First P is «Product»

33. Component of Product is Service We produce homemade cook and serve them to our customers. walk-in (in store) Service can be online, home delivery catering and organizational assistance (weddings, engagements, and other related organizations)

34. 2nd. P is «Price» Value-Based Pricing Assess Customer Value Perceptions and needs Set Target Price To match customer perceived value Determine costs that can be incurred Design Product to deliver desired value at target price

35. Handmade Store’s Pricing Philosophy « Costs play an important role in setting prices. But, like everything else in marketing, good pricing starts with the customer.»

36. 3rd. P is «Place»  The product must be available in the right place, at the right time. In store: Shop window, and open kitchen In delivery system: Delivery performance, cold or hot place for cook. On the Internet: Pictures, videos, recipes and ingridients in detail.

37. 4th. P is «Promotion»  Branding

38. Promotion Tools Advertising Personal Selling Public Relations Direct Marketing Sales Promotion

39. Main Promotion Tools For Handmade Store 1.Advertising: Radio Social Media Billboard Banners at Blogs which are related women.

40. 2. Public Relations (PR) Organizing special events such as semainars about the importance of healthy nutrition, Sponsorship agreements with «Diabetes Foundation» in order to increase the awareness of this disease’s harms and future,

41. In Ankara Press, you can see our advertisements with Handmade Store’s slogan « Your body does care what you eat!»

42. You will order a tray of brownies, and you will have a tray. Yes, this tray is present for you Your birthday is important for us, we never forget it.

43. 5th. P is «People» People who are in business, Impression Profound effect, negative or positive are directly related on customer satisfaction.

44. In order to ensure customer satisfaction Personal cleannes Personal development days Communication and behavior courses Table Layout courses These are not only related to the customer satisfaction but also «employees motivation.

45. 6th. P is «Physical Evidence» This P can be named as an «atmosphere of store» Atmosphere is combined of lights, decoration, colors, tables design, objects, employees dress etc. Cleannes of store, rest room, kitchen ambience…

47. « Your body does care what and where you eat!» We expect you…

48. VIDEO

49. FINANCE

51. As six entrepreneurs we invested 50.000 TL each (50.000*6=300.000) will be our start-up money We had to be so carefull as we didn’t have any other money than this and we wanted to make most of it with that money So we needed to spend it as efficient as possible

52. We’ve been to online sites and real estate agencies to find the optimal workplace by comparing lots of options

53. The best place turned out to be a fairly small flat loacted on the basement floor with 3.000 TL rent cost

54. We decided to use the inside of the workplace only for production by turning it into a complete kitchen We decided to use the inside of the workplace only for production by turning it into a complete kitchen The workplace has a spacious garden where our customers will be served The workplace has a spacious garden where our customers will be served This garden will be designed to used in fours season comfortably This garden will be designed to used in fours season comfortably We will have lots of items from restaurant from umbrellas to infrared heaters We will have lots of items from restaurant from umbrellas to infrared heaters But still most of our revenue will come from home-delivery But still most of our revenue will come from home-delivery

56. We also bought a car and painted it like this... We didn’t rent it because it provided us with a tax shield

58. One by one we decided on food items to be sold And calculated their costs We found out that if we buy it as wholesale it will be much more cost effective for us

59. It took one month for us to settlein our workplace and start to operate

60. We have prepared a projected income statement, balance sheet and cash flow statement As expected our expenditures in the first month used almost all of 300000 TL investment However, in the second month we started to make profit and we want it to increase gradually as we don’t want any chaotic environment with not steady cash flows

62. An interesting fact If we chose to be a first class restraunt we wouldn’t be very profitable as taxes would increase from 8% to 18%. (www.gib.gov.tr)

63. Brief summary of first month of operations..

65. It’s time for what-if analysis to have brighter future goals!

66. We used goal seek analysis and found that for 20000 Net Income, We need 57717 Net revenue, And we found the break even point for expenses to be 48397,

67. THANKS FOR LISTENING