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

2. 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

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

4. Industry and Trends

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

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

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

8. 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

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

10. 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%

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

12. Cash Flow Projections
NPV €
IRR
17%

13. Growth in Stages

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

15. Thank you for your attention
The food is ready!