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題名 開設OHANA Play咖啡館的商業企畫書
“OHANA Play Café” kid´s café in El Salvador
作者 龔安亞
Rivas, Andrea Maria Gonzalez
貢獻者 蔡政憲
Tsai, Jason
龔安亞
Andrea Maria Gonzalez Rivas
關鍵詞 家庭導向
優質咖啡
遊戲場
健康
千禧世代
family oriented
quality coffee
playground
healthy
millennials
日期 2019
上傳時間 3-一月-2020 15:56:22 (UTC+8)
摘要 無
OHANA Play Café is a family oriented coffee shop with an interactive indoor playground. Based in the concept of kids café, OHANA provides an space for adults to enjoy high quality coffee from a local producer, while their children play in a toddler friendly zone under the supervision of the OHANAsitters.
Coffee culture is part of every Salvadoran, not only as a country that grows renowned coffee but also a product that is present in our daily routine. Yet, majority of the coffee shops are designed exclusively for adults, without a children zone. This is a problem for many millennial parents that are forced to sacrifice quality coffee and choose instead fast food restaurants that offer a playground for their children and also sell commercial coffee. Thus, the need to create a coffee shop that provides a fun experience for both parents and children.

The kids café market is a relatively new concept in El Salvador with few competitors. In some countries, like Korea, this business has evolved into a commercial trend, appearing even as a suggestion for travel, due to their ability to offer integral entertainment for all the family. By incorporating ideas from the Korean models, along with the Montessori teaching method, OHANA Play Café aims to be a healthy option were our customers feel within family.
參考文獻 • Government of El Salvador. Transparency Portal. http://www.mtps.gob.sv/avisos/salarios-minimos-2018/

• International Coffee Organization. “Coffee Market Report”. February, 2019. http://www.ico.org/documents/cy2018-19/cmr-0219-e.pdf

• Euromonitor International. “Hot Drinks Global Industry Overview”. 2018.
o https://blog.euromonitor.com/hot-drinks-global-industry-overview/

• Euromonitor International. “Discover the top 5 coffee markets”.2018.
o https://blog.euromonitor.com/discover-the-top-5-coffee-markets/

• Some Solvit.
o http://www.somesevit.com/en/business/solvit/pim.do

• Bringing up the Parks. “Lilliput Kids Cafe, Cheongdam”. http://www.bringinguptheparks.com/lilliput-kids-cafe-cheongdam/

• Forbes. Micah Solomon. “For Small Business Week: All About Millennial Consumers And Millennial-Friendly Customer Experiences”. 2018. https://www.forbes.com/sites/micahsolomon/2018/05/03/for-small-business-week-all-about-millennial-consumers-and-millennial-friendly-customer-experiences/#24a764fd2f91

• The New York Times. Bruce Feiler. “App Time for Nap Time: The Parennials Are Here”. 2017.
o https://www.nytimes.com/2017/11/04/style/millennial-parents-parennials.html?_r=0#nws=mcnewsletter

• Euromonitor International. Stefano Botter. “The Impact of Women as the Driving Force of Shopping” . 2019.
o https://blog.euromonitor.com/the-impact-of-women-as-the-driving-force-of-shopping/

• The World Bank
o https://data.worldbank.org/

• DIGESTYC. “Encuesta de Hogares de Propositos Multiples en 2017”. 2018. http://www.digestyc.gob.sv/index.php/temas/des/ehpm/publicacionesehpm.html?download=652%3Apublicacion-ehpm-2017

• International Coffee Organization. “World Coffee Consumption statistics”. February, 2019.
o http://www.ico.org/prices/new-consumption-table.pdf

• The Telegraph. Kerry Potter. “No kids allowed: Is Britain becoming an anti-child society? “. 2017.
o https://www.telegraph.co.uk/family/parenting/no-kids-allowed-is-britain-becoming-an-anti-child-society/

• Salvadoran Coffee Agency. Coffee Varieties in El Salvador. http://www.csc.gob.sv/variedades/

• Forbes. Jeff Fromm. “Snacking Habits Of Millennial Parents Are Shaping The Category For Future Generations”. 2015. https://www.forbes.com/sites/jefffromm/2015/09/09/snacking-habits-of-millennial-parents-are-shaping-the-category-for-future-generations/#ab34ef541834

• Pinterest. https://www.pinterest.com/
• FAMM. Montessori Foundation in Argentina. https://www.fundacionmontessori.org/the-montessori-method.htm

• El Diario de Hoy. “Four places to visit for both kids and parents”. 2019. https://www.elsalvador.com/entretenimiento/turismo/565729/diversion-al-maximo-4-lugares-fuera-de-lo-comun-para-ninos-que-tambien-disfrutaran-los-papas/

• “Yogashala”. Yoga Center in El Salvador. http://www.yogashala.com.sv/precios

• PriceSmart El Salvador. https://www.pricesmart.com/site/es/sp/business-services

• Investopedia. “Key Financial Ratios for Restaurant Companies”. https://www.investopedia.com/articles/financial-analysis/090316/key-financial-ratios-restaurant-companies.asp

• Government of El Salvador. Procedures information. https://tramites.gob.sv/procedure/3/3?l=es

• Business Insider. Shana Lebowitz. “20 ways millennials are raising kids differently than any generation before them”. 2019.
o https://www.businessinsider.com/differences-millennial-gen-x-baby-boomer-parents-2017-11

• Wandering Kangaroo. “An Introduction to Korean Kids Cafes”. 2018.
o http://wanderingkangaroo.com/index.php/2018/02/10/an-introduction-to-korean-kids-cafes/

• La petite Maison Kindercafe Facebook page.
o https://www.facebook.com/LaPetiteMaisonKindercafe/


• Fun House Café Facebook page.
o https://www.facebook.com/funhousesv/

• La Luna de Mateo Facebook page.
o https://www.facebook.com/lalunademateo/

• Entrepreneur. Kim Walsh Phillips. “7 Ways to Turn Instagram Followers Into Customers for Life”. 2017.
o https://www.entrepreneur.com/article/293713

• The Economist. Pablo Balcaceres. “Centroamérica aspira por ser de clase media”. May 2019.
o https://www.eleconomista.net/economia/Centroamerica-aspira-por-ser-de-clase-media-20190506-0033.html

• Bolsa de Valores de El Salvador.
o https://www.bolsadevalores.com.sv/
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
106933047
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933047
資料類型 thesis
dc.contributor.advisor 蔡政憲zh_TW
dc.contributor.advisor Tsai, Jasonen_US
dc.contributor.author (作者) 龔安亞zh_TW
dc.contributor.author (作者) Andrea Maria Gonzalez Rivasen_US
dc.creator (作者) 龔安亞zh_TW
dc.creator (作者) Rivas, Andrea Maria Gonzalezen_US
dc.date (日期) 2019en_US
dc.date.accessioned 3-一月-2020 15:56:22 (UTC+8)-
dc.date.available 3-一月-2020 15:56:22 (UTC+8)-
dc.date.issued (上傳時間) 3-一月-2020 15:56:22 (UTC+8)-
dc.identifier (其他 識別碼) G0106933047en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128120-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 106933047zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) OHANA Play Café is a family oriented coffee shop with an interactive indoor playground. Based in the concept of kids café, OHANA provides an space for adults to enjoy high quality coffee from a local producer, while their children play in a toddler friendly zone under the supervision of the OHANAsitters.
Coffee culture is part of every Salvadoran, not only as a country that grows renowned coffee but also a product that is present in our daily routine. Yet, majority of the coffee shops are designed exclusively for adults, without a children zone. This is a problem for many millennial parents that are forced to sacrifice quality coffee and choose instead fast food restaurants that offer a playground for their children and also sell commercial coffee. Thus, the need to create a coffee shop that provides a fun experience for both parents and children.

The kids café market is a relatively new concept in El Salvador with few competitors. In some countries, like Korea, this business has evolved into a commercial trend, appearing even as a suggestion for travel, due to their ability to offer integral entertainment for all the family. By incorporating ideas from the Korean models, along with the Montessori teaching method, OHANA Play Café aims to be a healthy option were our customers feel within family.		en_US
dc.description.tableofcontents Business Motivation 1
1. COMPANY OVERVIEW. 2
1.1. Our Mission 2
1.2. Our Vision 2
1.3. Our Values 2
1.4. Our Company Logo 3
1.5. Company Ownership 3
2. MARKET ANALYSIS. 4
2.1. The trend of Korean Kids Café 5
2.1.1. P.I.M.- Play in Museum 5
2.1.2. Lilliput Kids Café 6
2.1.3. Petit Mer: Mom & Kids Café 8
2.2. Kids Café Customer Profile 9
2.2.1. Millennials as Parents 9
2.2.2. The market niche of Millennial women´s 10
2.3. El Salvador’s Market Analysis 12
2.4. Business Opportunity 14
3. BUSINESS MODEL. 15
3.1. Value Proposition 18
3.2. Key Activities 18
3.3. Customers 19
3.4. Key Partners 20
3.5. Cost Structure 21
3.6. Revenue Streams 22
4. PRODUCTS AND SERVICES. 23
4.1. Specialty Coffee 23
4.2. Food and Drinks 25
4.3. Kiddie Area 27
4.4. Event Planning 31
5. MARKETING PLAN AND SALES STRATEGY. 32
5.1. Competitors Analysis 32
5.1.1. La Luna de Mateo 32
5.1.2. La Petite Maison Kindercafe 32
5.1.3. Fun House Café 33
5.2. SWOT Analysis 33
5.3. Positioning Strategy 35
5.4. Pricing Strategy 36
5.5. Promotion Strategy 38
5.6. Location Strategy 39
6. OPERATION PLAN. 40
6.1. Production and Suppliers 40
6.2. Inventory Management 40
6.3. Legal Environment 41
6.4. Personnel 41
7. FINANCIAL PLAN. 43
7.1. Startup Expenses 43
7.2. Sales Forecast 44
7.3. Projected Initial Balance Sheet 46
7.4. Pro Forma Income Statement 47
7.5. Pro Forma Cash Flows 48
7.6. Profitability Analysis 49
7.6.1. Sensitivity Analysis 50
8. CONCLUSION 51
9. REFERENCES 52
10. Appendix 56		zh_TW
dc.format.extent 1407908 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933047en_US
dc.subject (關鍵詞) 家庭導向zh_TW
dc.subject (關鍵詞) 優質咖啡zh_TW
dc.subject (關鍵詞) 遊戲場zh_TW
dc.subject (關鍵詞) 健康zh_TW
dc.subject (關鍵詞) 千禧世代zh_TW
dc.subject (關鍵詞) family orienteden_US
dc.subject (關鍵詞) quality coffeeen_US
dc.subject (關鍵詞) playgrounden_US
dc.subject (關鍵詞) healthyen_US
dc.subject (關鍵詞) millennialsen_US
dc.title (題名) 開設OHANA Play咖啡館的商業企畫書zh_TW
dc.title (題名) “OHANA Play Café” kid´s café in El Salvadoren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) • Government of El Salvador. Transparency Portal. http://www.mtps.gob.sv/avisos/salarios-minimos-2018/

• International Coffee Organization. “Coffee Market Report”. February, 2019. http://www.ico.org/documents/cy2018-19/cmr-0219-e.pdf

• Euromonitor International. “Hot Drinks Global Industry Overview”. 2018.
o https://blog.euromonitor.com/hot-drinks-global-industry-overview/

• Euromonitor International. “Discover the top 5 coffee markets”.2018.
o https://blog.euromonitor.com/discover-the-top-5-coffee-markets/

• Some Solvit.
o http://www.somesevit.com/en/business/solvit/pim.do

• Bringing up the Parks. “Lilliput Kids Cafe, Cheongdam”. http://www.bringinguptheparks.com/lilliput-kids-cafe-cheongdam/

• Forbes. Micah Solomon. “For Small Business Week: All About Millennial Consumers And Millennial-Friendly Customer Experiences”. 2018. https://www.forbes.com/sites/micahsolomon/2018/05/03/for-small-business-week-all-about-millennial-consumers-and-millennial-friendly-customer-experiences/#24a764fd2f91

• The New York Times. Bruce Feiler. “App Time for Nap Time: The Parennials Are Here”. 2017.
o https://www.nytimes.com/2017/11/04/style/millennial-parents-parennials.html?_r=0#nws=mcnewsletter

• Euromonitor International. Stefano Botter. “The Impact of Women as the Driving Force of Shopping” . 2019.
o https://blog.euromonitor.com/the-impact-of-women-as-the-driving-force-of-shopping/

• The World Bank
o https://data.worldbank.org/

• DIGESTYC. “Encuesta de Hogares de Propositos Multiples en 2017”. 2018. http://www.digestyc.gob.sv/index.php/temas/des/ehpm/publicacionesehpm.html?download=652%3Apublicacion-ehpm-2017

• International Coffee Organization. “World Coffee Consumption statistics”. February, 2019.
o http://www.ico.org/prices/new-consumption-table.pdf

• The Telegraph. Kerry Potter. “No kids allowed: Is Britain becoming an anti-child society? “. 2017.
o https://www.telegraph.co.uk/family/parenting/no-kids-allowed-is-britain-becoming-an-anti-child-society/

• Salvadoran Coffee Agency. Coffee Varieties in El Salvador. http://www.csc.gob.sv/variedades/

• Forbes. Jeff Fromm. “Snacking Habits Of Millennial Parents Are Shaping The Category For Future Generations”. 2015. https://www.forbes.com/sites/jefffromm/2015/09/09/snacking-habits-of-millennial-parents-are-shaping-the-category-for-future-generations/#ab34ef541834

• Pinterest. https://www.pinterest.com/
• FAMM. Montessori Foundation in Argentina. https://www.fundacionmontessori.org/the-montessori-method.htm

• El Diario de Hoy. “Four places to visit for both kids and parents”. 2019. https://www.elsalvador.com/entretenimiento/turismo/565729/diversion-al-maximo-4-lugares-fuera-de-lo-comun-para-ninos-que-tambien-disfrutaran-los-papas/

• “Yogashala”. Yoga Center in El Salvador. http://www.yogashala.com.sv/precios

• PriceSmart El Salvador. https://www.pricesmart.com/site/es/sp/business-services

• Investopedia. “Key Financial Ratios for Restaurant Companies”. https://www.investopedia.com/articles/financial-analysis/090316/key-financial-ratios-restaurant-companies.asp

• Government of El Salvador. Procedures information. https://tramites.gob.sv/procedure/3/3?l=es

• Business Insider. Shana Lebowitz. “20 ways millennials are raising kids differently than any generation before them”. 2019.
o https://www.businessinsider.com/differences-millennial-gen-x-baby-boomer-parents-2017-11

• Wandering Kangaroo. “An Introduction to Korean Kids Cafes”. 2018.
o http://wanderingkangaroo.com/index.php/2018/02/10/an-introduction-to-korean-kids-cafes/

• La petite Maison Kindercafe Facebook page.
o https://www.facebook.com/LaPetiteMaisonKindercafe/


• Fun House Café Facebook page.
o https://www.facebook.com/funhousesv/

• La Luna de Mateo Facebook page.
o https://www.facebook.com/lalunademateo/

• Entrepreneur. Kim Walsh Phillips. “7 Ways to Turn Instagram Followers Into Customers for Life”. 2017.
o https://www.entrepreneur.com/article/293713

• The Economist. Pablo Balcaceres. “Centroamérica aspira por ser de clase media”. May 2019.
o https://www.eleconomista.net/economia/Centroamerica-aspira-por-ser-de-clase-media-20190506-0033.html

• Bolsa de Valores de El Salvador.
o https://www.bolsadevalores.com.sv/		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201901286en_US