“Mobile Application: Caffeinated” Business Plan

• Main Authors: Siriyontakan, Thidarat, 盧春麗
• Other Authors: Wu, Jack
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/21335348422982046569

碩士 === 國立政治大學 === 國際經營管理英語碩士學位學程(IMBA) === 104 === This is the business plan proposed by Caffeinated Co., Ltd., founded in Thailand by family Siriyontakan. The aim of this business plan is to elaborate on the idea of how to build up a business model around the passion of the co-founder, Miss Thidarat Siriyontakan, which are mobile application and coffee drinking. Although the coffee industry in Thailand is not as big as in the United States or Japan, but the trend is going stronger each day. Consumers do not only consider coffee as energy sources to keep them awake, but they start to enjoy more of its rich flavor and the experience that comes with coffee drinking. This group of people is willing to pay higher to have better or unique experience. Hence, we can see more and more coffee houses starting up around the city competing against each other or trying to survive against big chains like Starbuck’s coffee shop. The revenue margin of running a coffee shop is not as high as before as the competition is the market is getting higher, so our company is looking for an alternative business model to make profitable income in this industry. As more and more consumers are moving towards the online platform to receive services or purchase products, there are many opportunities still available to tap on. That is the reason why our company is looking forward to create a service platform that brings convenience to consumers through their mobile phones and connect the local businesses with those consumers. We will develop a mobile application to help promoting local coffee houses to those coffee drinkers all around Bangkok and eventually around the country.