Revenue streams: Sales of food and beverage. Additional income derived from catering services, private events, festivals and merchandise sales.

Cost structure: Low or No Rent. Utilities in Mongolia in a country where overheads are already lower than in other parts of North, East and Southeast Asia. 

Value proposition: Differentiation and introduction of new product offerings in an underserved market, with a large (and growing) consumer class. Exceptional design, and access to prime locations in areas with greatest footfall in Ulaanbaatar. 

Customer segments: Mongolia’s growing middle class and domestic wealth lends itself to the creation of a diversified food offering, as evident in comparable developing countries. This can pertain to casual dining, experiential restaurants and higher end, formal provision. 

Channels: Market share will be gained through access to proprietary data related to individual consumers, honed by 20 years of operations. Refined social marketing, and conventional ‘word of mouth’, will grow market share. 

Key activities: Preparing and serving food and beverages, managing inventory and supplies, maintaining equipment, and providing customer service. Critical mass of restaurant outlets to allow for ghost kitchens and franchise opportunities.

Key partnerships: APIP (and by extension Eatopia) benefit from strong existing relationships with suppliers, operators, distributors, relevant marketing and public relations platforms within, and outside, the country. APIP and Mongolian Properties brands have existing brand recognition and extensive database of consumers.