This is a proposal prepared by Naja Faysal for Softline Cafe. The objectives of the proposal was to open up a branch of Softline Cafe in Alyamamah university. The results were superb. Today, Softline Cafe are in successful operation as coffee shop on the campus of Al yamamah university, Riyadh Saudi Arabia.

1. May 15th, 2008 Proposal for Al Yamamah College Campus Outsourced Services

2. I am often asked how I got into the business… I didn’t. The business got into me.

4. Space & Price Quotation

6. Our Objectives

8. Our Environment & Spirit

9. Company Structure and Contact PersonReferences Appendix

11. I. Proposal Summary

12. Executive Summary We are the Coffee Shop that serves JOY. This commitment to entertain our customers has placed us ahead in this business, especially when targeting schools and colleges. In the full dedication of a YOUNG yet EXPERIENCED management team, Soft Line Café promises to deliver what is DARING and what is beyond expectations. Choosing ALYAMAMAH to operate in was not by chance. This decision came from our high regard and respect to this college and what it stands for in the industry of building minds. The determination of the management team and the vision drawn for this college inspired us and gave us the motivation to extend our limits and stretch our potential.

13. Our Product We placed a big importance on our Menu & made sure it is Healthy & Tasty Our Menu Includes: Sandwiches, Salads, & Food Bites Coffee & Coffee Related Drinks Syrups, Cold Beverages, Juices, and Soft Drinks Sweets & Desserts We employed the best chefs to design the ingredients and put them together to get a delicious peace-of-art meal in the healthiest way ever. Our food have the following attributes: Always Fresh Nutritious Served Quickly We drafted our suppliers among the best in the kingdom &according to: Quality Measures Taste Preferences Cost to end consumer

15. Cleanliness & Neatness

16. On-going Consumer Feedback

17. Customer Relationship Management (CRM) Programs

18. Presentable & Graceful staff

19. Continuous training and development programs

20. Special Kiosk Design and Spirit

22. Comparable Successful Implementations Although Softline Café is considered “brand new”, it has conquered several challenges in the previous 2 years of its operation. Softline Café opened its doors in the Riyadh Diplomatic Quarter in 2006. Even though this was the first experience, Softline earned determination and respect. The people visiting were coming back. It was a massive success. The coffee shop has received many honors and certificates, please review Appendix “A” in the end of this presentation, that shows a recommendation letter signed by Mr. Abdulaziz Al Abedelgader – President of Public Establishments in DQ.

24. II. Our Partnership

25. Working Together as Partners requires Mutual Understanding and TRUST. Soft Line Cafe Al Yamamah College

26. Partners Integrity Intent Trust Capabilities Results

27. We “Walk our Talk” & We are Courageous behind our principles and values. Integrity Our Motivation, Agenda, and Behavior are Clear and Transparent Intent We have what it takes to make success for both of us Capabilities We take pride of our Track Record to build Ongoing Growth Results

28. Our Objectives (What do we want this partnership to do) We think it is important for you to know our objectives from this partnership: Enjoy ourselves Entertain and serve the students Create positive perception about our brand Gain experience at educational institutions Build a BRAND NAME that is emotionally engaging to the youth in and off campus

29. Our Differentiator (What makes us a strong candidate) Although we are young in the market place, we have something that non of the suppliers we are competing with EVER have: PASSION We would be so grateful to get an opportunity to show you, by ACTs and not by WORDs, how passionate we are and how strong our ambition is to create an impact & win the heart of the students and the management... We understood that today’s business is not about money but about people and their engagement/relationship with the brand.

30. III. Softline Café Profile

31. Our Profile Soft Line Café was founded in 2006 Mission Establish Softline as a dynamic full of life coffee shop that serves excellence and joy to the people, while maintaining an engaging spirit associated to the brand. Vision To grow with the people and according to the guiding principles that maintain healthy societies and business environment. Values Engage, educate, entertain, interact Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our products Be socially and environmentally responsible Keep healthy work environment

32. The Story Since its start, Soft Line Café has associated it products and services with International Standards Quality. This commitment to provide premium quality of hot and cold beverages, healthy and tasty sandwiches, salads, deserts and others, was taken as our only Guide Book in this Business. The People From our belief that putting people before products is the right thing to do, Soft Line Café went further in delivering the finest service by sending the employees to intensive training sessions and lectures with an International Coffee Shop Brand (Café Moro – Italy). Social Responsibility SOFT LINE Café will promote Social Welfare and will be SUPER Active in educating students about Smoking, Drugs, Human Rights, Speeding, and others. This commitment to be socially responsible is driven by our humanitarian role, and serving what is far BEYOND than FOOD.

34. Themes: Every quarter of a year, the THEME in our kiosk will change.

36. Company Structure & Contact Person Soft Line Café is a trade mark registered in the Chamber of Commerce with file number: 1010224736 Soft Line Café is already employing 5 people between kitchen and management. Soft line Café is owned by Mrs. Alya Al Shiekh, she is as well the General Manager. Head Office: Olaya Street P.O. Box: 1253 Riyadh 11322 Tel: 4563936 Fax: 4563936 Soft Line Contact Person: NajaFaysal Title: Business Consultant Tel: +966 502570072 Email: naja.faysal@saudi.leoburnett.com, naja.faysal@gmail.com

38. IV. References

39. Our References We are in partnership with Sun Café. Sun Café is a leading Coffee and Syrups trading company. Sun Café is an Exclusive Agent of many international brands like ESSSE CAFFEE (Italy), SUPERIOR CAPPUCCINO (USA), and TEISSEIRE (France) and owns branches in Riyadh and Jeddah. Sun Café main office is in Prince Sultan Street-Olaya, registered in the Chamber of Commerce with file number: 1010217032 Sun Café Contact Person: HAMAD BIN IBRAHIM AL SALAMAH Title: General Manager P.O. Box: 24 Riyadh 11342 Tel: +966 1 4601555 Fax: +966 1 4191999 Email: suncafe_sa@hotmail.com For more information, please check Appendix “C”.

41. www.superiorcappuccino.com

42. www.teisseire.com/international/en/

43. V. Appendix

44. Appendix “A”

45. Appendix “B-1”

46. Appendix “B-2”

47. Appendix “B-3”

48. Appendix “B-4”

49. Appendix “C”