Factual data · GO/NO-GO verdict · Financial model calibrated over 30 months
A tea room in Fez targets a 25-65 female clientele seeking a refined setting, an indulgent menu (fine pastries, brunches) and attentive service. Accepted ticket: 36 MAD-73 MAD MAD.
Dominant profile: touristique
Competitive density: medium (clear niches still open).
Dominant players: independents (60-70 %) competing with established chains (McDonald's, Subway, Starbucks).
Positioning recommendation: Competitive positioning required: sector margin is tight, edge comes from operational efficiency.
| Indicator | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Year 1 revenue | 430K MAD → 960K MAD | ×1,18 (ramp-up) | ×1,32 (steady-state) |
| Target net margin | negative to low | 10 % | 16 % |
| Working capital (days of revenue) | 45-60 d | 35-50 d | 30-45 d |
| Cumulative ROI | investment | ~50 % | Payback at 30 months |
These ratios are calibrated on MarketLens sector benchmarks and adjusted by local coefficients of Fez, Morocco (cost −55% vs average, income −70% vs average).
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