To be a benchmark for quality,

creativity and ethical values.

Jasmine Selene TeaHouse are committed to create

powerful brands for our diverse consumer base.
Our goal is to provide the finest premium teas and
chocolates to residents of the Chisinau, in a relaxed
and fun atmosphere.
 To operate a successful tea and
chocolate store in Chisinau,
employing one to two employees the
first year.
To obtain a minimum of 200
regular customers in the Chisinau
market the first year of operation.
Achieve first year sales of
$190,000.
Maintain an average gross
margin of 58 percent.
To produce a reasonable net
profit by the end of the third year of
operation.
 Experienced Owners/Managers. John and Hellen have years of
experience in this and related industries.
Product Quality. We sell only the finest whole-leaf loose teas,
pastries, and chocolates.
Excellent Customer Service. Each customer will be treated as
would an honored guest in our homes.
No direct competition. We are the only teahouse in center city .
Enough working capital to survive the first year as we build a
customer base.
Broad cross-seasonal offerings. In addition to hot teas, we
offer iced teas, chocolates, and gift baskets to cover seasonal
variations in customer demand.
PRODUCT

PRICE

PLACE

PROMOTION
 Company Summary Company Ownership

Jasmine Selene Teahouse is a

start-up business on a well-
trafficked street in Chisinau. Our
primary focus is in the over 50
kinds of loose tea we offer,
including black teas, green teas,
herbal teas (infusions), and
flavored teas (black or green tea
plus other flavors). We serve our
teas hot and iced, and sell loose
teas by the ounce.
In addition, we sell premium
chocolates and gift baskets, and
offer daily pastries to accompany
tea orders. Since we are not
intending to compete with coffee
giants such as Tucano, we brew
only one kind of coffee daily, as a
courtesy to our customers.
 Equipment and Inventory will make up 75% of start-up requirements.
Leasehold improvements and general expenses comprise the
remaining 25%. The owners are contributing $10,330 of investment to
the business. We need a total of $63,963, and are seeking a long-term
loan of $53,633; we plan to pay this loan back in full within 6 years, at
a 10% interest rate.
Long-term Assets, $13,808
Refrigerated Chocolate Case: $3,500
Tea Racks: $2,300
Coffee Maker: $908
Hot Water and Steam machine: $1,100
Dishwasher: $3,000
Other Hardware & Appliances: $3,000
Short-term Assets, $6,605
Coffee Grinder: $564
Iced Tea Shakers: $541
Furniture: $5,500
Expensed Supplies, $1,200
Napkins, Stirrers, cleaning supplies, tea-balls, tasting cups
 Jasmine Teahouse will specialize in premium teas, fine chocolates, and gift
baskets.
52 kinds of teas we offer. (Assam, Ceylon, Darjeeling and Keemun, blends
like Chai,a Ceylon/Vanilla/Jasmine blend.)
Pastries
Premium chocolates such as Godiva, Scharffen Berger, Garrison,Lind and
vegan chocolates
Tea paraphernalia
Gift Baskets
 While we anticipate a split between locals and tourists, all members of
our target market are between the ages of 17 and 60, and have a
moderate to sizable disposable income.
 Jasmin Selene TH follows high-medium
price strategy in which it offers high
quality tea at reasonable prices.

Jasmin SeleneTH also follows a Going

Rate Pricing strategy, in which it bases
its price largely on competitors.
 Hot Tea: We offer two sizes of sit-down hot tea: small pots, at
$3.50 each, and large pots, at $5.25 each (for two people). For
customers wishing to take tea with them, we offer a flat rate of
$2.50 for a 16oz. cup or a customer's own mug.
Iced Tea: Iced Teas are served in 12oz. or 16oz. cups, at $2.00
and $3.00, respectively.
Pastries: Our pastry prices range from $1.25 for a lavender-
lemon sugar cookie to $4.00 for a slice of cake. Prices depend on
our daily cost of such items from the local bakery, and should
be only 25 to 30 cents higher than the price of that item sold in
the bakery itself.
Chocolates: Chocolate prices vary widely, from $85 cents for a
chocolate covered piece of candied ginger, to $4.00 for large
truffles.
Gift Baskets: Gift baskets start at $15, and can range up to $150
for the largest chocolate and tea selection combinations at
holidays. We expect the average gift basket sale will be about
$25.
END USERS /APPLICATIONS
OF PRODUCTS
Major Activities
 The following table shows our profit and loss projections for
the next three years. We will become profitable early in the
first year, with net profits continuing to rise as sales increase.
Sales and Marketing expenses include the costs of all
advertisements, plus promotions like the monthly tastings and
1/2 off coupons for tourists. Depreciation reflects a straight-
line depreciation of our long-term assets over 10 years