Beijing Sammies

Topics: Revenue, Entrepreneurship, Net income Pages: 12 (744 words) Published: February 8, 2015
Melissa F. Rusli – 2013-002-046
A. Dwi Winoto – 2013-002-050
Henny – 2013-002-060
Hariyanto Silalahi – 2013-002-072
Miarti – 2013-002-077

Enterpreneurship & Innovation Mgmt / 1st
semester / Feb 2014

BEIJING SAMMIES’ CASE

BACKGROUND

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

End of
1997
• Re-open
café in
1997
BLCU
• Open 1st
w/o
cafe with busines
a Chinese s
partner
partner

1998 - 2001
• Corporate
1998
delivery &
online
• Open a
order
centralize
d kitchen • Reward
Program
• Look for
investors • Charity
Sponsorshi
p
• Open 3
new cafés
and 1
kiosk

2012
• Revenue
has
increase
d by
54%

OPPORTUNITY RECOGNITION &
OPPORTUNITY ASSESSMENT PLAN
The key to successful domestic and
international enterpreneurship is to develop
an idea that has a market with a need
for the product
or service idea
conceived.



Opportunity assessment ≠ business plan
 Shorter
 Focuses

on the opportunities
 Has no computer-based spreadsheet
 Is the basis for making decision

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014



4 SECTIONS IN OPPORTUNITY
ASSESSMENT
1.

3.

4.

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

2.

Develops the product/service idea, analyzes
the competitive products and companies,
and identifies the uniqueness of the idea in
terms of its unique selling propositions.
Focuses on the market – its size, trend,
characteristics and growth rate.
The enterpreneur and the management
team’s background, education, skills and
experience.
Develops a timeline and translate the idea
into a viable business entity.

ENTERPRENURIAL PARTNERING
Advantages of Having Local Partner

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

STRATEGIES
Centralized
Kitchen

All Day
Operating
Hours

“Ordering
Tips”

Service
Oriented
Approach

Corporate
Clients
Delivery

Online Order
with Flexible
Payment
Options

Reward
Program

Sponsor
Charities

Cut Prices by
50% for the
first 3 months

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

Diverse Menu

Fresh Food
Made
Everyday

AVAILABLE DISTRIBUTION SYSTEMS

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

Points to ponder:
1. Overall sales potential
2. Amount and type of competition
3. Cost of the product
4. Geographical size and density of the
country
5. Investment policies in the country
6. Exchange rates and any controls
7. Level of political risk
8. Overall marketing plan

TECHNOLOGICAL ENVIRONMENT
Varies significantly across countries
 More difficult to achieve a consistent level of
quality
 Assumptions made need to reflect the
conditions in the country.


Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

HINDRANCES
High Cost

Lack of Experience
• Logistic
• Supply-chain
Face problem
• Service

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

• Operation
• Transportation

MOTIVATIONS TO GO GLOBAL
Profits
 Competitive pressures
 Unique product(s) or service(s)
 Excess production capacity
 Declining home country sales
 Unique market opportunity
 Economies of scale
 Technological advantage
 Tax benefits


Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

ADVANTAGES & DISADVANTAGES

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

“I didn’t plan for all of the
possible problems that a
different culture would
bring” – Sam Goodman

CULTURE

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

• Cooperate with schools and
companies
• Increase publicity: advertisement,
sales campaign, etc
• Create new products
• Offer special products
• Open more cafés
• Offer franchise

• Delivery
• Service

Empower
Employees

Enterpreneurship & Innovation Mgmt /
1st semester / Feb 2014

Strengthen
Brand
Develop...
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