Business Plan

Table of Contents
01 Executive Summary 06 Coffeeshop Promotional Strategy 11 Recurring Expenses

02 Company Statements 07 SWOT Analysis 12 5-Year Revenue Estimates

03 Market Characteristics 08 Coffee Supply Chain 13 Establishment Timelines

04 Marketing Strategies 09 Menu 14 Revenue Sensitivity Analysis

05 Target Market Segments 10 Startup Costs 15 Appendices

2
Executive Summary
Competitive Advantages Projected Revenues
• High quality – Freshly brewed 24x7
• Best service – Friendly and well-trained staff $143,936
$128,743
• Responsibly sourced – Coffee beans are organically produced and directly sourced
$114,936
from farmers $107,160

Target Customers $75,998

Based on our location in a mixed-used business district, our target market includes:
• Young professionals
• Students
• Families

Key Products Year 1 Year 2 Year 3 Year 4 Year 5

• Coffee (Hot and Cold)

• Chocolate drinks
“Best ideas start with a good cup of
• Cakes and pastries coffee…”

3
Company Statements

Our Vision Our Mission Our Values

To nurture our Applying high standards of

To provide traditional and
neighborhood and inspire excellence in purchasing and
high-quality coffee in a
new ideas – one CUP at a roasting coffee;
relaxing and luxurious
time Embracing employee
ambiance
diversity; and
Taking responsibility in the
community

4
Market Characteristics

Market Size and Market

Product Trends Target Customers
Potential Growth Competitiveness

There is a growing 5 other coffee shops • Photogenic • Office workers

trend for coffee shops located around 1-km products; and freelancers
not only because of radius. We benchmark • Products that cater in the business
the demand for our prices against the to health, fitness district
roasted beans but other coffee shops, and and wellbeing;
• Students
due to quintessential we differentiate • Environmental and
social impact • Tourists
coffee shop through ambiance and
experience quality conscious • Families
operations

5
Marketing Strategies
Social Media Advertising
Use of social media platforms
particularly Facebook and
Instagram

Loyalty Programs 1
Delivery Services
Earn credit points on each Partner with food delivery service
purchase. Customers can redeem provider such as Uber Eats and
credit points in the form of 6 2 Deliveroo
discounts during future purchase
Strategies

Food Blogger Outreach 3 Coupons and Discounts

Partner with renowned city
5 Use coupons and discounts to
restaurant blogger for promotion 4 drive customers to the business
and help introduce new product
lines
Fishbowl Business
Card Giveaways
We will set out fishbowls for
dropping business cards for a free
drawing of some price

6
Determining Target Market Segments
High Medium Low No Information

Anticipated
Potential Market Volume of Value of Competition
growth of
Segment Segment Customer per Segment
Segment
Senior Market
(age 55+)
Young
Professionals
Young
Families

Students

7
Social Media Optimization Strategies

Paid Media
•Google Ads
•Social Media Ads
•Sponsored Content
Amplification Integration
Strategic alignment and direction of Paid + Paid + Maximize the amplification of earned media
ad campaigns to own channels by strategically promoting user-generated
Owned Earned
content or positive reviews

Convergence
Owned Media Earned Media
•Company Website Owned + •User reviews
•Social Media •Social Media
Accounts
Earned
Mentions
•Email Newsletters •Likes

Synergy
Optimize user engagement through interactive
and shareable content on owned media accounts
SWOT Analysis
Strengths Opportunities

• High quality coffee • Growing community of

• Clients love the coffee drinkers
atmosphere in the coffee • The demographics in the
shop area support the need for
• Foot traffic additional coffee shop
• Home-made pastries • Easy access

Weaknesses Threats
• High prices exclude some • Fierce competition
customers from accessing • Not enough space for
certain products future growth
• The Coffee shop is still • Lack of regular customers
new thus, competitors
have better brand recall
for locals
9
Brewed to Perfection, Served with Passion

10
Coffee Beans Supply Chain

Processing Distribution
Farmers Coffeeshop
Center Center

Our Way

We help growers and only use the best beans by sourcing directly from farmers
 MENU
Customize Any Drink
SML
Upland Blends Cheesecakes
Italian Caffè Macchiato Blueberry

Caffè Mocha Caramel Walnut

Latte All Cheese

Cappucino Choco Mouse

Cappuccino Cioccolato Classic Reese

Americano Mango

Espresso Strawberry

Refreshing Tea Salads

Classic Chai Latte Classic Chai Latte
Cinnamon Chai Latte Cinnamon Chai Latte
12
Startup Costs

Item Amount Establishment Costs

Rent Security Deposit 15,000

Rent Security
Business Permits/Licenses 5000 Tables, Deposit, 16%
Furniture and
Legal / Processing Fees 800 Tableware, 17%

Building Improvements 20,000

Establishment
Costs
Kitchen & Cooking Equipment 30,000
$93,500
Tables, Furniture and Tableware 16,000

Accounting/POS System 3,500

Kitchen & Shop Improvements,
Signage & Advertising 32,00 Cooking 21%
Equipment, 32%
Total 93,500

13
Recurring Expenses

Item Amount Major Recurring Expenses

Lease / Mortgage Payments 10,000

Lease /
Employee Salaries 16,000 Mortgage
Payments
29%
Utilities 3,500
Utilities Operating Cost
10%
Marketing & Advertising 1,500 $34,250

Insurance & Permits 1,250

Miscellaneous Expenses 2,000

Employee
Total 34,250 Salaries
47%

14
5-Year Profit Estimates

Annual Sales Forecast Year 1 Year 2 Year 3 Year 4 Year 5

Products
Coffee 40,231 53,508 57,708 64,362 72,402
Tea 20,805 31,208 33,288 37,449 41,610
Salads 4,981 7,472 7,970 8,966 9,962
Pastries 9,981 14,972 15,970 17,966 19,962
Total Income 75,998 107,160 114,936 128,743 143,936
Cost of Sales
Coffee 14,496 21,745 23,194 26,094 28,993
Tea 10,194 15,292 16,311 18,350 20,389
Salads 2,491 3,736 3,985 4,483 4,981
Pastries 5,090 7,635 8,144 9,163 10,181
Cost of Goods Sold (COGS) 32,271 48,408 51,634 58,090 64,544
Operating Cost 34,250 34,250 34,250 34,250 34,250
Operating Profit 9,477 24,502 29,052 36,403 45,142

15
Revenue Sensitivity Analysis

Operating Profit Projections at 25% ↓↑ in Revenues

25% ↑ Revenue

$64,990

$54,066
Estimated Operating Profit

$44,878 $45,142

$39,190
$36,403

$29,052 25% ↓ Revenue

$20,409 $24,502
$22,067

$15,835

$9,477 $10,645
$7,394

Year 1 Year 2 Year 3 Year 4 Year 5

Five-Year Cashflow Projections

$143,936
$128,743
$114,936
$107,160 $51,076

$75,998

$5,934 $45,142 Startup Cost

$24,502 $29,052 Revenues
$9,477 Costs
($30,469) $36,403
Cumulative Profit After Startup Cost
($66,521) ($82,658)
($59,521) ($85,884) ($92,340) ($98,794) Profit

($84,023)

($93,500)

Year 1 Year 2 Year 3 Year 4 Year 5

Earnings before taxes and depreciation

Investment Highlights
Net Present Value (NPV) at Different Rates NPV

>98%
$0.60M

$0.50M Internal Rate of Return

(IRR)

$0.40M

+274k
USD

$0.30M

Net Present Value

$0.20M (NPV)
WACC=15%

$0.10M

$0.00M
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60%
4 Years
Payback Period for Startup Cost
Rates
Development Timelines
SECTION 1 Business Plan & Feasibility May 19 - Jun 2

Competition
Cost Estimation Site Selection
Analysis

SECTION 2 Development Phase Jun 3 - Jun 17

Site Menu Onboarding of

Improvement Development Project Manager

SECTION 3 Launch Phase Jun 18 - Jul 3

Equipment Product trials & Soft Opening

Testing mock service

Soft Opening
Invitation 6/27 - 7/2

7/
Menu Tasting
3
2020

Week 1 2 3 4 5 6 7

Sat May Thu Jun

23 Wed 18
Jun 3 Milestone 3: Fri Jul 3
Milestone 1: Milestone 2: Milestone 4:
Final Feasibility Report Site Establishment
Menu Finalization Soft Opening

Tue
May 19
19
Other Slides to Expand
Your Business Analysis

20
Positioning with Perceptual Map Right Click to Edit

High Price Size = Market Share

6

5 Competitor 5

4 Competitor 7

Low Quality High Quality

3 Competitor 2 Competitor 1

2 Competitor 4 Competitor 6 Competitor 3

0
0 1 2 3 4 5
Low Price
90-Days Look Ahead Plan
Launch and Steady State

90 Days

• Soft Launch
Marketing and Branding • Grand Opening
60 Days • Customer Feedback
• Operational Refinement
• Create Branding
Materials • Evaluate and adjust staffing
Startup levels if necessary

30 Days
• Build Online Presence
• Pre-launch Marketing
• Menu Expansion

Campaign • Employee Training and

• Finalize Business Plan Development
• Legal & Regulatory • Community Engagement
Admin • Customer Relationship
• Establish Collaborations, Management (CRM)
• Location Setup Partnerships or
• Supplier Relationship Sponsorships.
TOWS Analysis Builder
Internal Strengths (S) Weaknesses (W)
Factors (IFAS)

External
Factors (EFAS)
Opportunities (O) SO Strategies WO Strategies

Threats (T) ST Strategies WT Strategies

Competitiveness Strategy Builder
Lower Cost Differentiation
Broad Target
Narrow Target
Competitive Tactics Development Framework
Parameters Tactics Actions

Operational Efficiency

Customer Services

Brand Building

Talent Management
Business Analysis Icons – Dark Background 1 of 2

Business
Deals

Organization
and Schedule

Training and
Development

Supply Chain

Information
Technology
Business Analysis Icons – Dark Background 2 of 2

Process Flow

Health and
Safety

Tools

Construction

Arrows
Business Analysis Icons – White Background 1 of 2

Business
Deals

Organization
and Schedule

Training and
Development

Supply Chain

Information
Technology
Business Analysis Icons – White Background 2 of 2

Process Flow

Health and
Safety

Tools

Construction

Arrows
 TERMS OF USE

You are free to use this SlideDad template without attribution.

You can:

• Modify the template.

• Use it for personal purposes.
• Remove the “SlideDad" Logo and any credits mentioning SlideDad.
• Share the editable template within your organization

But you cannot:

• Sell or rent this SlideDad Template or any modified version.

• Distribute this SlideDad Template or any modified version in a product or service that enables others to download or resell it.
• Use individual elements from this SlideDad Template separately.

For additional information visit www.slidedad.com.