Presentation Contents
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Introduction
Market Analysis
SWOT
Marketing Strategy
The Four Ps
Financial Plan
Conclusion
Introduction
• Dark Matters is a restaurant where the guests
dine in total darkness
• The concept of dark dining was pioneered in
Germany and has quickly spread to cities
around the world
Introduction
• The experience of fine dining is enhanced by
encouraging guests to enjoy a meal using their
remaining senses of smell, hearing, touch, and
taste.
• By restricting vision, the experience becomes
much more visceral.
Introduction
• Servers are visually impaired, or are totally
blind.
• This restaurant concept creates a unique and
memorable experience dining experience
– Though it is not for everyone…
Our first location will be in Ho Chi Minh City, Vietnam
As the 2nd fastest growing economy in Asia, Vietnam
presents a great opportunity for new restaurant concepts.
Market Analysis
Market
Demographics
Purchasing
Power
Market Trend
Market Needs
for Theme
Restaurant
Market Demographics
• Ho Chi Minh City is the most
populous metropolitan
in Vietnam
• Population (April 1, 2009) Total 7,123,340
• Density: 3,401/km2
• 48% Male
• 52% Female
• 20-24 age group = 13% of
population
• $368 –Average Monthly
Household
Market Demographics
• Ho Chi Minh City is the leading FDI absorber of
Vietnam, with 2,530 FDI projects, 16.6 $
billion at the end of 2007
• The consumption demand of Ho Chi Minh City
is much higher than other provinces of
Vietnam, 1.5 times higher than that of Hanoi
• In 2007, 3 million foreign tourists, about 70
percent of total number of tourists to
Vietnam, visited the city
Market Demographics
• Ho Chi Minh City is served by Tan Son Nhat
International Airport, the largest airport in Vietnam in
terms of passengers handled.
• Estimated number of over 12.5 million passengers per
year in 2009, accounting for more than half of
Vietnam's air passenger traffic
• The city's location on the Saigon River makes it a
bustling commercial and passenger port
• The Ho Chi Minh City Metro network, is currently in the
preparation stages, with the first line currently under
construction, to be completed by 2014
Market Demographics
• Accession to the WTO and powerful economic
development have influenced the consumption
trend in Vietnam: modern purchasing habits have
increased from 9% in 2005 to 14% in 2007 and
are expected to reach 24% by 2010
• the city boasts a multitude of restaurants serving
typical Vietnamese dishes such as phở or rice
vermicelli. Travelers most often frequent the
"Western Quarter" on Pham Ngu Lao street in
Dist. 1, and now the emerge of Phu My Hung,
Dist 7 as a new premium area of HCMC
Market Characteristics
• The young consumers are able to earn more
money and spend more. Young people are
also better informed of happenings in this
market, try to follow the world’s trends.
• The expansion of the middle-income
consumer lead to the rising levels of
disposable income and urbanization in
addition to the country’s population of 86
million.
Market Characteristics
• It also includes the increase of shopping value,
higher spending on tourism, insurance and
education, health care and body care services
among both men and women.
• The increase in the number of young consumers
and high-income earners has promoted high-class
retail shops (survey by AC Neilson 31 Mar 2008)
• Vietnam is the fourth most confident country in
the world – up five places since March this year,
according to The Nielsen Company’s Global
Consumer Confidence Survey
Market Characteristics
• Vietnam’s Food Consumption
Report is prepared by
Information Centre for
Agriculture and Rural
Development (AGROINFO)
show that, now with the
presence of various food
from others countries,
Vietnamese customers is well
adapt to many kinds of foods
and tastes.
Market Characteristics
• People from the South (compare to the North)
consider themselves part of a new world with
strong penetration of foreign
culture/investment.
• They consider themselves more open minded
and more willing to experiment with new
things
• Diversity of consumers, high adoptive-ness
allows for easy trial.
Monthly Income of Households
Purchasing Power
• Purchasing Power Parity
(PPP) reached $71.5 billion,
or about $10,870 per capita
(approximately 3 times
higher than the country's
average)
Market Trend
• Today many of restaurants in HCMC have a target
segment on the young generation and upper middle
class, this generation needs a restaurant where they
can spend a few hours to talk to their friends in a
premium environment.
• Some restaurants are high class restaurant providing
some distinctively expensive food and drink and they
are the only people to serve those.
• Some customer want exclusive service that make them
unique, also they are more and more concern about
environmental problems and social responsibility.
Market Needs for Dark Dining
• Many people being fed up with fast food, with
identical way of serving in a certain restaurant,
they want to experience something new and
meaningful.
• There’s no dark restaurant in HCMC and the
whole Vietnam
Product Offering
• Experience and stimulate your senses as you
dine in dark
• Blind date
Market Growth
 As we see from the analysis of market behavior
we believe that this restaurant will gain a primary
attention of the HCMC people, then they will
spend their money to experience it.
 Later we could work with some tour agents to
promote the restaurant, capture tourists coming
to the city.
 Not everyone agrees with the concept, of course,
but we cater to a different crowd.
SWOT Analysis
• Strength:
– A totally new concept, would capture most of the
market
– Located at a premium place of the city
– Associated with charity programs, would bring
more benefit back to society
• Weakness:
– Time for employee training, limited expansion
– Low customer return rate
SWOT Analysis
• Opportunity:
 open market to new dining experience
 High demand for new
 On line marketing
Threats
 Price sensitive market
 Future/potential competitor
 An economic recession that could have negative
effect on customer spending.
Competitor Analysis
• No direct competitor:
There’s no restaurant
with this kind of
concept in the city
• Indirect competitors:
other theme
restaurants such as
Harley restaurant, part
of the Milwaukee Steak
Corner chain in
Malaysia.
Competitor Analysis
• Viet vegetarian
restaurant: serve
vegetarian foods only
• Ngon (Yummy)
restaurant: traditional
Vietnamese foods
• Yakiniku Sakura:
Traditional Japanese
theme restaurant
Marketing Strategy
Mission
• To sell delicious and remarkable food and
drinks. That the food and drink we sell meets
the highest standards of quality and value,
freshness, be healthy, nutritious and provide
with outstanding personal services at the
lowest possible prices. Our services will
exceed the expectations of our customers.
Marketing Objectives
 Short term objectives: emphasizing the weekend days of
Friday, Saturday, and Sunday business.
Saturdays and Sundays, both afternoons and evenings,
present great opportunities for the leisure dining trade, and
our menu and unique experience will be designed to
maximize these opportunities.
Experience an increase in new customers who are turned
into long-term customers who are quick to recommend the
restaurant to friends and family.
 Long term objectives: Maintain positive, steady, growth
each month
Financial Objectives
• A double-digit growth rate for each future
year.
• Reduce the overhead per store through
disciplined growth.
• Continue to decrease the variable costs
associated with food production.
Target Market
The market can be segmented into three target populations:
• Individuals: people that normally dine alone can be paired for
our unique “Blind Date” experience.
• Families: a group of people, either friends or a group of
nuclear relatives dining together.
• Take out: people that prefer to eat Dark Matters food in their
home or at a different location than the actual restaurant.
Combining several key demographic factors, Dark Matters
arrives at a profile of the primary customer as follows:
• Sophisticated families who live nearby.
• Young professionals who work close to the location.
• Shoppers who patronize the high rent stores.
Positioning
• Dark Matters will position itself as a
reasonably priced, upscale. Consumers who
appreciate high-quality food will recognize the
value and unique offerings of Dark Matters
food. Patrons will be both single as well as
families, ages 25-50.
Dark Matters positioning will leverage their competitive edge:
• Product. The product will have the freshest ingredients,
organic vegetables, and top-shelf meats. The product will
also be developed to enhance presentation, everything will
be aesthetically pleasing. The presentation and décor will
be fitting to a fully-lit restaurant in the event that we use
the facility for special events that do not want darkness.
• Service. Customer service will be the priority. All
employees will ensure that the customers are having the
most pleasant dining experience. All employees will go
through an extensive training program and only
experienced people will be hired. By offering a superior
product, coupled with superior service, Dark Matters will
excel relative to the competition.
Implementation
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Advertising in print
Billboards
On TV
Internet
Field Promotion and special events
Marketing Mix of Dark Dining
Product / Service
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Unique Theme restaurant first of its kind in Vietnam.
First mover advantage.
The market for such restaurants is hugely untapped in Vietnam.
Experience and stimulate your senses as you dine in dark.
Provides one of a kind Blind Dating experience.
Young people and tourist would be our main target market. Since young people
would be more excited to experience new things.
Place
• Ho ,Chi Minh City.
• Largest city in Vietnam with 7 million of population and 1 million
tourist visiting annually.
• Located in an Urban area with ample number of people walking around
and driving so its quite visible.
• Transportation is also good so people can reach and access from all parts
of the city and around Vietnam too.
Price
• Since its one of a kind restaurant in Vietnam and provides one of a kind
experience it doesn’t come cheap as well.
• A standard meal can cost you up to $ 10 to $ 30.
• Discounts on pre and group booking.
• Avail special benefits on membership.
Promotion
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Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix
of marketing vehicles will be created to convey our presence, our image, and
our message
Ho Chi Minh city’s media are the most developed in Vietnam.
Front page Advertising in 3 out of 7 leading newspapers for first 7 days.
Second largest television network in Vietnam.
Advertisement on Internet. Internet users growing rapidly with 5.5 million
current users.
Hotel guides, concierge relations, Chamber of Commerce brochures
Direct mail -- subscriber lists, offices for delivery
Misc. -- yellow pages, charity events
A well-trained staff can increase the average check as well as enhancing the
customer's overall experience. Word-of-mouth referral is very important in
building a customer base.
Financial Planning
Estimated funding requirement of $400,000 USD
is needed during the first year for building
renovations, furniture, kitchen equipment,
liquor license, food & restaurant supplies,
legal fees, regulatory fees, working capital,
personnel, and marketing activities.
Financial Assumptions
• The financial plan depends on some assumptions, most of
which are common in the restaurant/hospitality industry. The
key underlying assumptions are:
– We assume a growing economy, without local recession.
– Although we expect our restaurant to be popular, we assume there
will be no significant decline in that popularity
– We assume access to investments and financing are sufficient to
maintain and fulfill our financial plan
Pro Forma Profit & Loss
Pro Forma Profit & Loss
Sales
Direct Cost of Sales
Other
Total Cost of Sales
Gross Margin
Gross Margin %
Expenses
Payroll
Sales & Marketing
Depreciation
Leased Equipment
Accounting Fees
Legal Fees
Licenses & Permits
Office Supplies
Utilities
Insurance
Rent
Payroll Taxes
Other
Total Operating Expenses
Profit Before Interest and Taxes
EBITDA
Interest Expense
Taxes Incurred
Net Profit
Net Profit/Sales
(estimated)
(estimated)
(estimated)
Year 1
$ 942,882.00
$ 311,481.00
$
$ 311,481.00
$ 631,401.00
67%
Year 2
$ 1,085,465.00
$ 358,203.00
$
$ 358,203.00
$ 727,262.00
67%
Year 3
$ 1,248,285.00
$ 411,934.00
$
$ 411,934.00
$ 836,351.00
67%
$ 236,592.00
$ 55,897.00
$
$ 2,004.00
$ 2,400.00
$ 2,200.00
$ 1,200.00
$ 2,400.00
$ 20,004.00
$ 15,000.00
$ 36,000.00
$
$
$ 373,697.00
$ 257,704.00
$ 257,704.00
$ 13,139.00
$ 84,637.00
$ 159,928.00
17%
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
15%
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
18%
301,512.00
75,564.00
2,004.00
2,600.00
2,500.00
1,540.00
2,400.00
21,996.00
18,000.00
36,000.00
464,116.00
263,146.00
263,146.00
11,532.00
87,220.00
164,394.00
307,512.00
85,291.00
2,004.00
2,800.00
2,800.00
1,860.00
2,400.00
22,992.00
21,600.00
36,000.00
485,259.00
351,092.00
351,092.00
9,747.00
116,125.00
225,220.00
Marketing Budget
Advertising Budget
Year 1
Year 2
Year 3
$ 55,897.00
$
75,564.00
$
85,291.00
Print (35%)
$ 19,563.95
$
26,447.40
$
29,851.85
Television (20%)
$ 11,179.40
$
15,112.80
$
17,058.20
Radio (12%)
$
6,707.64
$
9,067.68
$
10,234.92
Internet (15%)
$
8,384.55
$
11,334.60
$
12,793.65
Field Promotion (18%)
$ 10,061.46
$
13,601.52
$
15,352.38
Break Even Point
For our Break-Even Analysis, we assume running costs include our full
payroll, rent, and utilities, and an estimation of other running costs.
Total Fixed Expenses
$
31,142 /mo
Total Variable Expenses
Breakeven Sales level =
33.0%
$
46,481 /mo
Conclusion
According to a survey conducted by the Vietnam
Institute of Ophthalmology (VNIO) in 2007, about
380,000 people are currently blind while 1.6 million
are suffering from poor vision.
The dark dining concept allows diners to appreciate a
meal without one of their senses. However, the
servers at our restaurant must live their lives without
this ability.
Conclusion
By including our customers into the world of the
blind, a deeper connection is formed between
those with sight and those without.
Creating jobs for visually impaired people helps
to educate people about the challenges that
blind people face every day. It also
encourages customers to appreciate the
senses they do have.
Q&A
Thank You!