EXECUTIVE SUMMARY

The term chaordic, first introduced by Dee Hock, the founder of Visa, describes a fruitful coexistence of both chaos and order. Sebastian Mayer now aims to introduce this idea to the entrepreneurial world of Austria and beyond. His concept combines both the fast-paced world of entrepreneurship with the contrary, relaxed atmosphere that can be found in a Viennese café in one big ecosystem. It is this contrast between chaos and order, between planned meetings and coincidental encounters, between modern and historic, that makes this concept unique in its very own way. The Chaordic Café is a physical café in Vienna accompanied by an online platform, the physical and virtual meeting points foster the formation of a network dedicated to potential founders and entrepreneurs. Based on the chaordic principles, the Chaordic Café creates an ecosystem, that involves entrepreneurs, experts and investors to build a strong community in support of entrepreneurial initiatives.

Goal

The main objective of the business planning was to assess the feasibility and profitability of an initial idea and elaborate a concrete business model. To reach that goal, it was crucial to identify what services the business should offer and how it can generate revenue. Accordingly, we conducted a competitors analysis and formulated a concrete marketing strategy that caters to both the online and offline parts of the business.

Methodology

To properly assess how to set up and operate a successful café, we interviewed a coffee shop owner. We then conducted two surveys to identify the wants and needs of possible customers and classify different target groups. Finally, we proposed a financial plan that describes the profitability of the proposed business model. This financial plan builds on hand collected secondary information market size, customer groups, and comparable activates.

Results

We identified that the business should address university students in the first years after its launch. This market segment can be reached more easily and, according to our survey, has a high interest in entrepreneurship. After this initial phase, the business will open to founders of any age that are looking for support by experts, co-founders, investors or simply a network of like-minded people.

Our marketing plan covers online and offline activities that will help to build the Chaordic Café brand and address the potential customers. These activities are expected to sustain revenues through four main streams:

• Online platform

• Silent Shares in newly founded business

• Physical Café

• Events

Our competitors analysis highlights how the business operates in an environment with low entry barriers, which can nonetheless be created via a high retention rate and repeated interactions with individual customers.

Cooperation Partner

• Chaordic / Sebastian Mayer

Contact Person

• Sebastian Mayer
  sebastian.mayer@penguin.eu.com

Student Team

• Janika Scheuer

• Julius Möckel

• Blagovest Kamenov

• Adam Kolomazník

• Lukas Schneeweiß

Project Manager

• Alessio Delpero

• Richard Olbrecht