DJIM - "a coffee bar with a Resto Bar," unlike a typical restaurant, will provide a unique combination of excellent food at value pricing with a fun and entertaining atmosphere. DJIM is the answer to an increasing demand. The public (1) wants value for everything that it purchases, (2) is not willing to accept anything that does not meet its expectations, and (3) wants entertainment with its dining experience.
Entering into this market will not be easy; the industry is highly competitive, with periodic overcapacity, low margins, and low entry/exit barriers. In addition, there is a large number of substitutes, and the suppliers to this market have a great deal of power.
In order to overcome these issues, the company has acquired an excellent locality in the downtown area and intends to provide a suitably upscale environment to draw in the company's main target market segment, the business professionals. The company will seek to provide these customers with the maximum number of services to create the greatest sales volume during the company's peak hours of operation.
The company will have a comprehensive marketing, advertising, and promotion campaign that will maximize word-of-mouth marketing and will consist of radio, printed material, billboards and discounts.
In today's highly competitive environment, it is becoming increasingly more difficult to differentiate one restaurant concept from another. DJIM will provide customers with the option of eating less fattening and healthier food. The place will also provide the customers with perfect setting for different occasions like Romantic Dates, Business Meetings, and Intimate Birthday Parties.
The financing, in addition to the capital contributions from the owners, will allow DJIM to successfully open and maintain operations through year one. The initial capital investment will allow DJIM to provide its customers with a value driven, entertaining