1St Year

Priorities are:

• Massive promo campaign with Shocoladnica

• Massive digital activities, including crowd-sourcing campaign

• Entering retail only in Malls near Shocoladnica cafes

Total costs: 1 041 972 $

Total sales: 2 360 284 $

Total sales RSP: 15 410 110 $

1. Shocoladnica

Collaboration targets: increasing recognition of the brand, creating interest & involving customers, sales revenues

Target 1: Customers ordering Voyage tea. KPI: the amount of ordering tea 20% of all orders of tea

Target 2: Customers buying Voyage tea packages and gifting boxes. 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: 4 543 171 $ ( 14 372 944 $ RSP)

Activities	Short description	Costs ($)
Designer	Specialist who will develop a design for all required materials.	40 000
Voyage tea bag as a gift	The bag is offered for each ordered a cup of tea (if the company is more than ordered cups) and for each person (if the company is less than or equal to order a cup).	165 206
Branded cups and teapot	Separately purchased cups and teapots and ordered separately applying for the corporate style	44 381
Leaflet-Guide	A little booklet A6.	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.	2 847
The POS Pyramid to summer menu	Type of pos-materials with information about special summer menu.	4 218
	TOTAL MARKETING COSTS	$ 259 016

2. Retail

Sales expected: 163 109 $ RSP

Costs	Comments	Amount ($)
Payment for retail shelves	Payment for shelves in supermarkets in MOSCOW Malls	$9 900
In store advertising materials	Payments for shelf banners for 3 months, wobblers for 9 months and lightboxes for 6 months in all stores	$11 250
Staff expences	Salary (Marketing manager, Sales Manager, Sales Representative)	$63 750
TOTAL COSTS			$84 900

3. Digital

Active introduction, integration, attraction

Goal # 1: Revenue of 410 813$ (KPI: Revenue)

Goal # 2: Audience of 3 800 000 clients (KPI: The size of audience, the statistics)

Goal # 3: The co-creation of tea packs “Your personal Voyage” (KPI: sales in «personal» category)

Goal # 4: Number of social network followers (KPI: 50 000 followers)

Sales estimation: 410 813 ($ per year)

Activities	Short description	Costs ($ per year)
Social Media	Creation of Vkontakte group	457$
	Support of Vkontakte group	12 314$
Viral Videos	Through Vkontakte and Youtube	4500$
Wtea Website creation	Joint discussion with contractor	500$
	Competitors’ semantic analysis	500$
	Web-Interface design (Flash-animation)	2000$
	Programming	1000$
	Interface layout	500$
	CMS hookup	500$
	Website support	500$
Wtea online shop creation	To sell tea online	1500$
Internet Promotion (context adv)	Outsourcing of internet promotion (so called context advertising)	18250$
SEO	Promotion through main search engines	1000$
Online supermarkets	Selling Wtea via online non-specialized shops	30 000$
OZON.ru	Product provision; logistics costs; delivery costs	1160 + 40% of sales (about 163000)
Mobile Application	2 mobile apps creation and launch	6250
TOTAL		$242 771