Entrepreneurship assignment

Shampuri

CONCEPTUAL

BUTCHER SHOP

ALEXANDER BUACHIDZE

შამფური

Table of Contents Executive summary

Business Description

Products In-depth

Location

Business opportunity

Marketing

Market and competitive analysis

Key elements of the operating plan and feasibility

CONCLUSION

1.

2.

3.

4.

5.

6.

7.

8.

9.

Executive summary:

(02)

In this presentation you are going to witness a new venture business plan that is designed to be used in Tbilisi, Georgia and is in the food industry.

Name of the Company Is

“Shampuri” and is developed as a Gourmet Butcher shop and

a wine shop.

This Business opportunity is considered in context of my country Georgia and all the analysis and statistics done in this paper would only apply to it and countries with similar development

and cultural characteristics. Business Description:

(3)

The idea is to open a

Butcher shop with gourmet elements and products. The main value of the product would be that products that are high quality are going to be made organically and in

traditional ways. Business Description:

(04

We offer not just a product, but a new philosophy of production, selling and consuming of meat. Why is it not just a store, but aconcept store?

SHAMPURI for georgians by georgians

Name of this butcher shop is going to be “Shampuri” which in translation from Georgian means a

skewer. Here is the Logo of the

company.

Interior of the Shop

Interior of the Shop

Packaging

For Georgians By Georgians

Creates.

Lives.

Develops.

"In" and "For."

GEORGIA.

Given the trend today, when

the whole of Georgia seeks to

maintain its authenticity, we

propose to build the brand

policy on a platform of

complete import substitution.

Main concept of the brand is “Made by Georgians for Georgians” which highlights that the product is for domestic use only and purchase of such a

product is going to benefit the country in a long term at least in a small scale. I chose this name as it has not been used by any business before and at the same time is a part of Georgian culture as all

Georgians love to eat BBQ and that is the main way, we eat meats.

“Shampuri” conceptual butcher shop would be providing different types of

foods mainly different kinds of meats, steaks, sausages, hams, etc. Pork, lamb, turkey, chicken and beef would be the main types of meats sold, so any customer would find what they like. They would be provided by Georgian farmers

around the country and bought alive and butchered at the butchery.

Also, different kinds of cheeses both traditional Georgian cheeses with a European twist and Italian cheeses too. Another key product that would be provided is Georgian wine that tends to become more popular in the international

community.

MEAT:

DAIRY PRODUCTS:

Products

- beef (Kakheti) - pork (Kharagauli) - mutton (Kazbegi) - buffalo meat (Kharagauli)

BIRD'S MEAT:

-Sausages - Pate - Khinkali - Gurian Hams

- eggs (Kharagauli) - milk (Kharagauli) - Suluguni cheese (Kharagauli) - Imeretian cheese (Kharagauli) - European cheeses (Shampuri) - matzoni (Kharagauli)

- chicken (Haragauli) - turkey (Mergrauli) - buffalo meat (Haragauli)

SEMI-FINISHED

PRODUCTS:

ALCOHOL: - Kakhetian wine - Imerita wine - chacha - cognac

Having many Farmers all around Georgia it will not be hard to find good quality suppliers. But the main value of the product is its high quality and organic origin which in regards to organic production is not hard to find as most of the

farmers are old fashioned and prefer animals to be fed in fields in the mountains rather than buy at the same time expensive and not organic food supplies for the animals. The main factor and value of the product has to be stable and high quality standards as we aim at the customers

from higher class.

Lisi Green Town

Special Space

- Target audience's place of residence

Location 13 Why here?

(focus on the High-price market segment)

- Lack of large hypermarkets in the area (new Luxury District)

- Fast-developing infostructure

- Rapid population growth

Lisi Green Town

Special Space

Why here?

The area in which it would be placed is called “Lisi Green

Town” which is a private complex of Luxury apartments and

villas in the capital city Tbilisi. Main advantages of this Location

are density of the target audience and lack of competition in

the area, there are only two small supermarkets in the

neighborhood and neither of them have a butchery. Main

disadvantage is high cost of rent as it is a Luxury complex the

rent is very high for the Georgian Market. Main inhabitants of

the area are rich Georgian people and international people

mainly from Russia, Germany, United States, Kazakhstan, UK

etc. that are working in Georgia. As I also live in the area with

my observations, I noticed that private houses and apartments

with big terraces have grills and people often cook BBQ.

Location (05)

Throughout the pandemic People around the world tend to maximally keep safe from Covid 19

due to different reasons. Those could be government regulations, common sense and just fear of getting ill. Due to that many aspects of business had to change and adapt. Main stream

in economy was to maximally move to telecommuting but that put some businesses into a very high risk of bankruptcy, especially in the

food and service segments.

One after another restaurants started to close down as Pandemic was proceeding. Even if they keep open for customers people due to the crisis either are unwilling to go due to fear of catching Coronavirus or have financial issues due to it.

t the same time people still need to eat and enjoy life through food. There are delivery services that are booming right now but It is a different thing from going to a restaurant and enjoying the food there. As I see it people started to cook foods at home more often than it was before as it is safer and also better quality of ingredients as you know what you are cooking.

Adding to that our Butcher shop is going to be located extremely near to our target customers. The shop will be located right next to their homes so they will not have to drive to a specific place and buy their desired products in a food market but just have a 5 minute walk or a stop on the way home to buy a steak, some cheese and

Wine and have a nice supper.

In regards to marketing I believe

that “Shampuri” has to go innovative and use mainly digital marketing approach. Mainly

through Instagram, Pinterest, Tik Tok etc. Through these

applications information regards to the business and product is going to be shared in the most attractive and

enjoyable way.

Marketing

Those will include Videos of

suppliers, of the animals lives, of production of the product, recipes that would go well with the product and many other ways of educating future customers of the businesses

approach to work and vision of life. It will be done so to show to public everything, that “Shampuri” has

nothing to hide.

Marketing

Another approach that will be used is going to be collaborations with applications like Glovo, Deliveroo, Wolt and many other delivery

services. As Coronavirus is still going on and some people don’t want to go out a lot. Delivery would be a good way to reach more customers.

Marketing

“Lisi Green Town” office is also

doing many different events during celebrations during which they do BBQ parties. This would be a good ground for a collaboration and Word of mouth spread about the

product. Marketing

As was mentioned before in the following location competition is nonexistent, but in the city in general there are new open butcher shops that “Shampuri” will be in competition

with. But our Company will have major advantages mainly in the area of influence,

especially in the beginning as there will be only one butcher shop. Main advantage is our

value proposition. People of high class prefer high quality and fresh products which is the

main advantage of “Shampuri” as its products will have these qualities.

Market and competitive

analysis:

As was mentioned before in the following location competition is nonexistent, but in the city in general there are new open butcher shops that “Shampuri” will be in competition

with. But our Company will have major advantages mainly in the area of influence,

especially in the beginning as there will be only one butcher shop. Main advantage is our

value proposition. People of high class prefer high quality and fresh products which is the

main advantage of “Shampuri” as its products will have these qualities.

Market and competitive

analysis:

Another big advantage would be new products that don’t have analogs in the country. By introducing new products to the market, it is going to attract more

interest from future possible consumers. Even though experimenting

with products is risky with the right vision and mindset this will definitely

have positive effects and give “Shampuri” a competitive advantage.

Market and competitive

analysis:

Operation is going to be executed in the way that is going to follow.

Different types of products are going to be received from different suppliers and delivered to the butcher shop. As the company is going to deal with the farmers without a middleman the price for the kettle is going to be lower than market price, at the same time the

meats are going to be in the freshest condition as animals were just killed.

Key elements of the operating

plan and feasibility:

Butchering is going to take place in the Butcher Shop. Cheeses are going to be made by “Shampuri” in a small house cheese factory near by the butchery shop. That way the freshest cheese is going to enter the butcher shop and have the best visual look possible as it will look fresh as it will be just made. Cheese is going to be made in small portions for the sake of its freshness.

Key elements of the operating

plan and feasibility:

Thinking about feasibility. I believe that such products are always in need and considering that there is no straight

competition in the area my assumption is that the business is going to be

flourishing with future potential for expanding. In such country like

Georgia things that seem impossible happen and this business is no

exception.

Key elements of the operating

plan and feasibility:

CONCLUSION

Conclusion

(15)

All in all, I have a strong believe that this business if created would have a very high chances of success. It is due to all the factors listed earlier that I am so sure of its success. This had been an Idea I developed during recent years of Covid outbreak but due to lack of investors due to the crisis it never took place.

Thank you all for attention!