GELATO DI

CASA
DELICIOUS HEALTHY PLEASURE

GELATO DI
CASA
Gelato Di Casa (GDC) is a
new comer in ice cream
major produts cafe business.
GDC provides low fat
products that are made by
high technology machines
GDCs mission is to serve
and professional hands.
healthy and unique
pleasures of enjoying ice
cream

Gelato Di Casa established 2 firm

objectives
GDC provides low fat ice cream that
can be consumed by any age.
GDC provides high-class facilities for
its customers such as free WiFi, full
digital music, comfortable seats, and
cozy classic modern atmosphere.

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Serving
best
quality

Keys
to
succes
s

Providing
healthy
pleasure

Giving
great
performan
ces

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Company Ownership
Nindya F.
CEO

Disa Q.
Financial
Manager

Rezky A.
Human
Resouce
Manager

Maya
A.P.
Supply and
Distribution
Manager

Rianta
mi
Marketing
Manager

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Start-up
GDC will offer extraordinary tastes and
Plan
forms of ice cream. GDCs products
are also made from the low fat
ingredients so its good for consumers
in any age and health condition. GDC
will also attract consumers with the
affordable price of ice cream with the
best quality.

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Company Location and

facilities
Location : Pondok Indah Mall,
Jakarta
Facilities :
1. Free Wi-Fi
2. Full Digital Music
3. Comfortable Seats
4. Cozy classic modern
atmosphere
5. Washbowl

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Products and Services

Descriptions
Gelato Di Casa is an Italian name for
Ice Cream House
Gelato Di Casa (GDC) will serve :
- ice cream with low fat ingredients
- ice cream which made from tofu
and vegetables
- ice cream non fruit and vegetables
taste

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 GDCs ice cream products will have

toppings on it. The toppings will be
offered are sweet red beans, mochi,
fruit slices, cookies, cereals, nuts,
choc chips, and jam
GDC will also offer unique ice cream
product like pudding ice cream
GDC will serve its customers by
direct orders and payment
GDC will also provide free Wi-Fi

GELATO DI CASA

Competitive
Comparisons
These are the following competitive
comparisons based on the products,
location, and popularity:
- Magnum Caf
- Pisa Caf
- Charmy Snow Ice
- Ice Cream Factory

GELATO DI CASA

Sales Literature
Gelato Di Casa will concentrate in :
- brochures
- social networking websites
- in a public magazine
- one of Jakartas famous radio
station
- word-of-mouth advertisements

GELATO DI CASA

Source and Fulfillment

Gelato Di Casa cooperates with:
- IPB (Bogor Agricultural Institute)
- Aqua and Teh Botol Sosro
For ingredients of topings will be
purchased in BSD Modern Market.
GDC products will be made with
machines and professional hands of
the chefs.

GELATO DI CASA

 For human resources, GDC recruits

outsiders for:
- chefs,
- waiters & waitress,
- cashier,
- cleaning service employer, and
- truck driver who are not underage.

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 The employees requirement which

GDC need the most is honesty.
The job vacancy information will be
put on GDCs official website.

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Technology
Ice cream and pudding products are
made by machines and professional
hands
Gelato Di Casas teller machine uses
high technology
GDC also uses huge refrigerator

GELATO DI CASA

Future Products and

Services
Gelato Di Casa will expand its freeze
products in form of froyo (frozen yogurt)
and ice cream cake business in the
future.
Gelato Di Casa will be offering products
that will enhance sales and satisfy its
customers' desires.

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MARKET SEGMENTATION
Demographic
al
Age: 5 65
y.o.
Gender: male
& female
Min. Income:
IDR 1 Million
Nationality:
Indonesian
Generation:
child adult
Social class:
medium to up

Geographical
Region :
South Jakarta,
Indonesia
Climate :
Tropical
Density :
about 1.8
million people

Behavior
Occasion :
lunch, hangout
Benefit : as a
dessert, fresh
mind
User status :
all status

Psychographi
c
Life style :
modern &
healthy

GELATO DI CASA

TARGET MARKET
SEGMENT STRATEGY
CUSTOM
ERS

People who
like healthy
products or on
diet

Young & Adult

people with
income

Students

Families

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MARKET NEEDS
Good Taste

MARKET TRENDS
Primary Trends

MARKET GROWTH
Consumers of GDC adopt high demands

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MAIN COMPETITORS
MAGNUM CAF
Magnum caf is a caf that
sells Walls Magnum ice cream
& headquarters in Grand
Indonesia. Magnum is also
already famous which leads
them as the main competitor
for GDC business

CHARMY SNOW ICE

Charmy Snow Ice is a franchise
ice
cream
business
from
Taiwan. Charmy Snow Ice is
included
as
GDC
main
competitor because it also
available in Pondok Indah Mall .

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MARKETING STRATEGY
Place: Pondok Indah Mall
Products: Unique, healthy, & tasty
Caf: Cozy, free WiFi, & full digital music
Building relationship: Schools, charities
and
corporations to provide significant free
publicity

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POSITIONING
STATEMENT
Attractive: many unique shapes
Healthy: low-fat milk, fresh
ingredients, made from organic
vegetables and fruits
Addictive: variant tastes

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PRICING
STRATEGY
embers: discount 15% for minimum purchased 100.000 IDR

on-members: discount 10% for minimum purchased 100.000

n special days: Free 1 Topping on ice cream

yment Method: Cash and Credit Card for

minimum Purchased 100.000 IDR

nimum price: 40.000 IDR

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PROMOTION
STRATEGY
Public services at $ 500 per year for
charitable constribution.
Advertising at $ 1800 per year will be
concentrating on radio and magazine. So,
people will acknowledge Gelato Di Casa
caf and its products in a better way.
Advertising $ 600 for making brochure.

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DISTRIBUTION PATTERNS
Ingredients
The concept of the caf

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MARKETING
PROGRAMS
First launching: through sales
promotion (SPG & SPB) & gives free
sample of the ice cream on particular
days
Charity to the poor and to the
orphans.

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Website Marketing Strategy

About us
Responsibility
Products
Our Marketing
Join Us / Career

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Development
Requirements
To develop the website, we will put
the website name in the brochure
and any other advertisement in
magazine and also publish the
website in Google, so our customer
will be easier to search and find the
website of GdC.

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GdC Organization
Structure
DisaCleaning
Kiky
Tami
Maya
Marketing
Financial
Supply
Manager
Manager
Manager
& Dist. Manager
Waiters
&HR
Service
Waitress

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Management
Team

Nindya Farah, CEO

Nindya will lead the employees and control the stabilization
of the company.
Disa, Financial Manager
Disa will conduct the cost of production, the income and
cash flow of the sales.
Kiky, HR Manager
Kiky will coach, control, monitor the employees, and also do
the recruitment of employees according to hiring
procedures
Tami, Marketing Manager
Tami will organize how to penetrate the products to the
market, and enlarge the business.
Maya, Supply & Distribution Manager
Maya will take care of ordering the ingredients, organize
the distribution of products and also keep a check on selling

Important assumptions
Gelato di Casa will be open as of January 2012
with marketing done.
Gelato di Casa assumes a slow-growth economy,
without major recession.
Gelato di Casa assumes of course that there are
no unforeseen changes in public health
perceptions of its general products.
Gelato di Casa will be serving from Monday to
Sunday starts from 10 am until 9 pm.
Successful roll-out of web links through Google,
Yahoo, ect.

GELATO DI CASA

Key Financial
Indicators
$100,000

G d' C

$90,000
$80,000
$70,000
$60,000
$50,000
$40,000
Year 1

$30,000
$20,000
$10,000
$-

a. Revenue
: $ 93,600
b. Gross Margin
: $ 48,620
c. Operating Expenses : $
44,980
d. Inventory Turnover : $
80,620

Break Even Analysis

Projected Profit-Loss
Revenue:

Sales

$93.600,00

Expenses:

Rentforplace

$18.000,00

Renttruck+driver'sSalary

$12.000,00

BrochureExpense

$600,00

MagazineExpense

$600,00

RadioExpense

$1.200,00

TelephoneExpense

$360,00

WiFiExpense

$600,00

WebsiteExpense

$300,00

SalariesExpense

$10.800,00

MiscellaneusExpense

$520,00

TOTALEXPENSES

$44.980,00

NetIncome

$48.620,00

Projected Cash flow

Capital

$50.000,00

Equipment

$15.000,00

Supplies

$60.000,00

PrepaidInsurance

$1.800,00

Rentforplace

$18.000,00

RentTruck+Driver'sSalary

$12.000,00

BrochureExpense

$600,00

MagazineExpense

$600,00

RadioExpense

$1.200,00

Telephoneexpense

$360,00

WiFiExpense

$600,00

WebsiteExpense

$300,00

Revenue

$93.600,00

SalariesExpense

$10.800,00

MiscellaneousExpense

$520,00

Withdrawals

$18.000,00

TotalIncome

$143.600,00

TotalOutcome

$139.780,00

Projected Balance Sheet

ASSETS

CurrentAssets

Cash

$3.820,00

Supplies

$60.000,00

PrepaidInsurance

$1.800,00

TotalCurrentAssets

$65.620,00

Plant,PropertyandEquipment

Equipment

$15.000,00

TotalPlant,Property,andEquipment

$15.000,00

TOTALASSETS

$80.620,00

Liability

$-

TotalLiability

$-

Owners'Equity

Owners,Capital

$80.620,00

TOTALLIABILITIESANDOWNERS'EQUITY

$80.620,00

LIABILITIESANDOWNERS'EQUITY

Future Plan
GDC long term is to expand our business and
make some newbranches in some big cities.
While GDC have expanded our business we will
add some new products such as frozen yoghurt
and ice cream cake. GDC will only have one
kitchen so we can maintain our quality products
in order to make the same taste even though the
customers are served in other cities.

GELATO DI CASA

THANK YOU