6. B2b Gifting

Target 1: Generating effective revenues Volume. KPI: Revenues over 110 thousand dollars; as average 7-8 clients per month

Target 2: Increasing Brand Awareness. KPI: At least 3 new clients after each exhibition

Target 3: Effective Direct sales. KPI: Sales manager actively performs telemarketing and goes with presentation to potential clients

Sales predicted: 113 244 $

Costs	Comments	Amount ($)
HR	Salaries	$28 688
Exhibitions sponsorship	Being a sponsor at a number of exhibitions or fairs where a big number of companies is concentrated	$312
Promotion in Print Magazines	Presence in Komus off-line catalogue	$56
TOTAL COSTS			$29 056

7. HoReCa Exhibitions

Target: Find partners for HoReCa and Retail. KPI: 100 new partners

Sales predicted: 100 000 $

Costs	Comments	Amount ($)
HORECAEXPO	St Petersburg HoReCa exposition	23 000 $
WorldFood	Moscow consumption goods exhibition (retail)	35 000 $
HoReCa Magazine	Articles and advertisement	15 000 $
TOTAL COSTS		73 000 $

8. Direct b2b (Catering, Offices, Language Courses)

Language courses target: Brand representation and comprehensiveness of HoReCa distribution. KPI: 180 - 230 companies

Sales 50 000 $

Catering services target: Contracts with 20 Catering Service companies (CS).

Sales:  100 000 $

Offices target: 20 Contracts

Sales - 50 000 $

Costs	Comments	Amount ($)
Language courses	Language courses search and leaflets distributed among existing language courses	11 077 $
Catering Services	Salaries & other costs	15 000 $
Offices	Salaries & other costs	11 000 $
TOTAL COSTS		37 077 $

2Nd Year

Priorities are:

• Continuing active Shocoladnica collaboration

• Entering the first retail chain: Perekrestok

• Starting event marketing to involve consumers

• Continuing Voyage promotional campaigns

Total costs: 1 443 056 $

Total sales: 4 566 338 $

Total sales RSP: 24 220 880 $

1. Shocoladnica

Target 1: increasing in buying our tea at café. KPI: the amount of ordering tea 25% 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 (more than in previous year, because amount of people who order tea in café increase)

Target 3: people interested in collecting stamps. KPI: 5000 people collected for 10 coupons and applied for a gift of stock.

Sales predicted: 5 678 954 $ ( 17 966 180 $ RSP )

Activities	Short description	Costs ($)
Branded cups and teapot	is renewable wear products 10%	4 438
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
The coupon on the bill	Special coupon with images of interesting information about it.	103 253
Gift packaging	Gift, which goes to people, who collected 10 coupons. Only first 5000 people with coupons.	468 750
	TOTAL MARKETING COSTS	$ 580 660

2. Retail

Sales predicted: 4 978 543 $ RSP

Costs	Comments	Amount ($)
Payment for retail shelves	Payment for shelves in supermarkets in MOSCOW Malls, supermarkets "Perekrestok" and hypermarkets "Karusel" in Moscow	$201 450
In store advertising materials	Payments for stoppers for 3 months, wobblers for 9 months, lightboxes for 6 months in key stores	$29 503
Staff expences	Salary (KAM "Perekrestok" (Key Account Manager), Marketing manager, Sales Manager, Retail sales analyst, 4 Sales Representatives, Designer of marketing material, Assistant)	$153 750
TOTAL COSTS		$384 703