Development of a Business Plan for an Anti-Café in Pushkin District of St. Petersburg

This final qualifying paper proposes the development of the business plan for a themed anti-café in Pushkin district of St. Petersburg. The consumer value of anti-café is based on economy of this leisure format for visitors. Anti-café is a highly technologically feasible form of a leisure institution, as the variable costs, investment and fixed costs are relatively low. The research in this paper is based on theoretical concepts on business planning and industry analysis in works of Russian and foreign authors: N.D. Strekalova, A. Osterwalder, R. Oldenburg, M. Porter, etc. The Methodological recommendations for assessing investment projects by the Ministry of Economic Development of Russia is the methodological basis of the business plan. The empirical base of the paper is the author's marketing research, bringing the data on the target audience. During the work, the market analysis and marketing research of the target audience were conducted; customer segment profiles, value proposition and business model (A. Osterwalder concepts) were designed; marketing strategy and sales plan, organizational plan, cost structure, financial plan, and the analysis of efficiency, breakeven points and financial strength of the investment project were developed. The horizon of project planning is 36 months. For the period from 2018 to 2020, it is planned to sale 3 types of leisure services for the total volume of 55.725.639 rubles. The total investment for the launch of the project is 3.062.905 rubles, which is covered by equity of 3.100.000 rubles. Based on 36 activity months results, the project has NPV of 10.490.573,72 rubles, MIRR of 98%, and ROI of 660%. The discounted yield index DPI counts for 3.39, with DPP at 9.3 months. Despite the seasonality of demand, the average financial strength amount of the project is 41% with breakeven point at 50-60% completion of the annual sales plan. The project is feasible, financially efficient and commercially attractive.