Who are we?

CEO

COO

CTO

CFO

CMO

Are you a student like me who have early class in the morning?Do you find hard to figure how to get an efficient breakfast after the class?Do you want to try some tasty Chinese breakfast?

• Morning, China! provides efficient,

easy to reach Chinese breakfast pick out service on campus

• You use the online platform to pre-order • Pay for the Chinese breakfast you want and time to pick up a

night ahead• We delivery the tasty Chinese breakfast to the nearest spot on

campus to you wait for you to

Who are we sell to?

• Chinese International Students

• “miss home’s food”• “Limited Chinese breakfast around the campus”• “lack of time to prepare “• “do not know how to cook”• “prefer to sleep for a longer time rather than

make breakfast”• “can’t find authentic Chinese breakfast”

Customer demand

Story of “Ming”

• Chinese International student, sophomore; major in CSE

• pressures from daily life and school work• doesn’t know how to cook • got an early class start at 8:30 this quarter• Busy lab life everyday• Hard to find a good place for breakfast• Eating breakfast option: limited (HUB/Starbucks)

• → Really need Morning China service!!!

How large is our Market?

How to reach Ming?

1. Social media (mainly)• To know customers’ preferences• Website• Facebook page• Video

2. Posters and flyers• distribute it on campus (e.g. the Quad/

Red Square)3. Free sample tasting

http://john1usa1.wix.com/morningchinaseattle%23!provisions/c54h

Major Competitor

Disadvantages of Competitors

1. Online Delivery Platforms:• Charge service fee• Mandatory tips • Delivery time 60mins~90 minutes• 2. Starbucks:• Need to line in rush time• Not much breakfast options

Different from them

• No service fee charged• Pre-order service and pick up on campus• Price of food are cheaper than other

delivery service• Low risk in management

inventory

• Internal Risk • Lack of marketing campaign planning• Lack of management experience of dealing with cash

flow

• External Risk• Other company might see the opportunity of pick out

service • Contractor Issues

Possible Risk

SWOT

Research on customer

• Survey• Interview

Finding potential partner

• Taste food• Negotiate price

• Set up selling price

Prototype • Advertising • Presale

Operation•Real sale•Cash flow management

•Weekdays delivery

Jan.

Feb.

Mar.

Apr.

Timeline for Milestones

Financial model

• Major Expense• Breakeven• Profitability• Investment demand

Major Expense• Initial equipment expense

– Printed Cup: 200 dollars for 500 cups– Two Warm box – 50 dollars each– Initial website setup (covered from initial Investment)

• Domain setup• Payment link setup

• Breakfast Sample Taste Event: 300 dollars• Advertising(website promotion, print flyers): 200

dollars

Major Expense

• Since customer were using prepay order

• The risk is extremely low for us• We Just need the Cash flow for

Operation• Food material cash flow: 600/week

for first 2 weeks

Breakeven

• Excluding initial equipment investment– Our target: 100 customers’ order/week

averaging 10 dollars /order– Breakeven: at the end of the first week.

• Profit = 1000 – 600(food material cost)-300(tasting event) = $100

Breakeven

• Including all expense previously made– Sales target: 150 customers’ orders for

week2

averaging 10 dollars / order.

– Breakeven: at the end of the second week. • Profit = 100(profit from week1)+1500-900(food

material cost)-500(equipment expense) = $200

Profitability

• After going through week2’s breakeven point– 40 % of the sales will be profit for

current week

– Increasing number of customer

will increase the base of our profit.

Investment Demand

• Equipment expense: 500 dollars

• 2 weeks operation expense: 1200 dollars• 3~7 to transfer through PayPal

• Pay cash via the restaurant

• Food Tasting Event:300 dollars

• Buffer for emergency usage 200 dollars

• Total investment demand: 2200 dollars

Worst case

• LOST THE 800$• Equipment expense: 500 dollars

• Food Tasting Event:300 dollars (Advertising)

• No risk no gain, the important thing is how you low down and control the risk!!!

Q & A Session

Appendix 1 :Calculation- Number of students in SAM and SOM

Undergrads

UW overall population 100% 31,100

Segmented Addressable Market (out of UW overall population, approximately):

International student 15.60% 4851.6

International Chinese student 70.50% 3420.378

International Taiwanese 7.20% 349.3152

Asian American 28.70% 1392.4092

Total SAM: 5162.1024

Appendix 2 : Detail Comparisons with Our Competitors