6. HoReCa Exhibitions

Target: Find partners for HoReCa and Retail. KPI: 70 new partners

Sales predicted: 170 000 $

Costs	Comments	Amount ($)
HORECAEXPO	St Petersburg HoReCa exposition	19 000 $
WorldFood	Moscow consumption goods exhibition (retail)	20 000 $
TOTAL COSTS		49 000 $

2.7 Direct b2b (Catering, Offices, Language Courses)

Language courses target: Brand representation and comprehensiveness of HoReCa distribution. KPI: : 115 – 140 companies

Sales 55 000 $

Catering services target: Contracts with 40 Catering Service companies (CS).

Sales:  170 000 $

Offices target: 50 Contracts

Sales - 120 000 $

Costs	Comments	Amount ($)
Language courses	Language courses search and leaflets distributed among existing language courses	11 792 $
Catering Services	Salaries & other costs	18 000 $
Offices	Salaries & other costs	11 000 $
TOTAL COSTS		40 792 $

3Rd Year

Priorities are:

• Increasing Retail penetration

• Increasing advertising and event marketing budget

• Reducing marketing efforts on Shocoladnica

Total costs: 1 344 484 $

Total sales: 8 108 609 $

Total sales RSP: 35 627 442$

1. Shocoladnica

Target 1: increasing in buying our tea at café. KPI: the amount of ordering tea 30% of all orders of tea ( +5% to previous year)

Target 2: people continue interested in buying our special present tea bags. KPI: 10% of those who drink tea in café buy usual boxes of tea; 3% of those who drink tea in café buy gift package.

Sales expected: 6 814 757 $ (21 559 416 $ RSP)

Activities	Short description	Costs ($)
Branded cups and teapot	is renewable wear products 10%	4 438
Leaflet-Guide	A little booklet A6. is renewable wear products 10%	2 025
Page in the menu for Voyage	Special page only for our tea menu.	337
The clip with the logo	Clip in menu with our logo.	284
The POS Pyramid to summer menu	Type of pos-materials with information about special summer menu. New collection.	4 218
	TOTAL MARKETING COSTS	$ 9 481

2. Retail

Sales expected: 11 593 370 $ RSP

Costs	Comments	Amount ($)
Payment for retail shelves	Payment for shelves in supermarkets in MOSCOW Malls, supermarkets "Perekrestok" and hypermarkets "Karusel" in Moscow and Moscow region	$370 350
In store advertising materials	Payments for stoppers for 3 months, wobblers for 9 months in key stores	$5 780
Staff expences	Salary (Commerce manager, KAM "Perekrestok" (Key Account Manager), KAM "Karusel" (Key Account Manager), Marketing manager, Sales Manager, Marketing specialist, Retail sales analyst, 5 Sales Representatives, Designer of marketing material, Assistant)	$266 250
TOTAL COSTS			$642 380