Appendix 2. Retail calculations

1. Calculation of payments for retail shelves by 5 years:

2. Calculation of costs on in store advertising materials by 5 years:

3. Calculation of costs on retail staff by 5 years:

4. Sales calculations

Appendix 3. Shocoladnica collaboration calculations

Activities			Short description
Costs	Designer	One – time salary
Voyage tea bag as a gift			(((232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)) * 135 (number of cafes in Moscow)) * 4 (cost)
Branded cups and teapot			((170 (the price printed on the kettle and 750 ml) * 20 (the number of teapots in one cafe) + (60 * 82 (+ cost of a cup saucer)) + (110 (the price printed on the kettle and 400 ml.* 20 (the number of teapots in one cafe)) * 135 (total number of cafes)), each subsequent year spend on restoration deterioration in 10% of the original amount.
Leaflet-Guide			The total number of booklets in a cafe, taking into account their different species (40) *price booklet (12) * number of cafes (135), again at 3 years of spending at 10% recovery of the original amount.
Page in the menu for Voyage			price list menu * The number of sheets*the number of cafes
The clip with the logo			(the order of clips - 45 rubles) * (number 15 on the one cafe) * (number of cafes), take into account depreciation of 10% for the third year
The POS Pyramid to summer menu			(price for Pyramid 50) * (number of tables in a single institution 20) * (the number of establishments 135).  The pyramid will be updated each year.
The coupon on the bill Gift packaging			Again, consider the number of visitors per year ((232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) and multiply by the expected proportion of consumers of tea (in the 2nd year it will grow 5% is projected. We need a small size coupon somewhere A8, so the price will be about 1 ruble. Price for a set of tea café 3000. We do not give all but the first 5000 visitors who have collected 10 stamps
Sales	Buying tea	Assume that we produce a beautiful gift set for 3000 and bought 3% of the ordered Wissotzky, and the usual package buy 10% of the ordered. We will continue to grow our share of ordering tea, buying shares leave the same. (((232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes))*[(0,1 (the percentage of customers, who want to buy bag)*90 (price of the tea bag)) + 0,03(the percentage of customers, who want to buy present box)*1500 (price of the present box)]
Sales ($ per year) for Wyssotzky (cups of tea)			[232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes)* 20 (price of tea for Shokoladnica)] – [232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes)* 2 (price of tea for us)
Sales ($ per year) for Shocoladnica (cups of tea)			[232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes)* 160 (price of a big size teapot 750 ml)* 0,3( percent of customers who drink tea in big size teapots)] + [232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes)* 160 (price of a small size teapot 400 ml)* 0,7( percent of customers who drink tea in small size teapots)] - [232 (days) * 250 (visitors per day) 133 (weekends) * 300 (visitors a day off)) * 0.2 (the percentage of customers)*135 (number of cafes)* 20 (price of tea, costs)]