1
Coffee Shop
Name: Shaun Eindarey Khine
ID: 4160328
Course: BUSN 3710
Coffee Club
2
Table of Contents
1.0 EXECUTIVE SUMMARY ……………………………………………………………………………. 3
Financial Summary …………………………………………………………………………………………………………………….. 4
1.1 Mission Statement …………………………………………………………………………………………………………………. 4
1.2 Objectives ……………………………………………………………………………………………………………………………… 4
2.0 COMPANY DESCRIPTION …………………………………………………………………………. 5
2.1 Operations …………………………………………………………………………………………………………………………….. 6
Purchasing ………………………………………………………………………………………………………………………… 6
Maintenance ……………………………………………………………………………………………………………………… 7
Policies …………………………………………………………………………………………………………………………….. 7
Customer Service ……………………………………………………………………………………………………………….. 7
3.0 MANAGEMENT & ORGANIZATION …………………………………………………………. 8
3.1 Management Team Bios …………………………………………………………………. Error! Bookmark not defined.
3.2 Organizational Chart …………………………………………………………………………………………………………….. 8
4.0 MARKET ANALYSIS ………………………………………………………………………………….. 9
4.1 Target Market ……………………………………………………………………………………………………………………….10
4.2 Competitive Analysis ……………………………………………………………………………………………………………..10
4.3 S.W.O.T. Analysis …………………………..……………………………………………… Error! Bookmark not defined.
5.0 PRODUCTS & SERVICES …………………………………………………………………………. 12
6.0 MARKETING & SALES STRATEGY ………………………………………………………… 13
7.0 FINANCIALS ……………………………………………………………………………………………… 15
APPENDIX ………………………………………………………………………………………………………. 23
3
1.0 Executive Summary
Coffee Club will be a Coffee Shop. We are in the process of opening the first location in
199 Lafayette Street at the corner of Broome Street in Manhattan’s SoHo. The focus will
be on offering a great selection of coffees, teas and small bites. We will use an aggressive
social media marketing strategy; recruit friendly customer service-oriented people to
ensure that patrons receive a great experience; and on building a location that is
operationally efficient and demographically targeted for our market.
Our establishment will provide a great experience for customers who wish to grab a
coffee in a friendly inviting atmosphere. Creating a welcoming space, delicious menu and
unparalleled customer service experience, we will thrive in the market. We will create an
environment within our establishment where people feel comfortable to chat, meet up, or
even work; a true neighborhood gathering spot is the aspiration; while always promoting
the original high-quality drink and food products served.
The coffee shop business exploded over the past several years. The demographics of
younger people enjoying coffee and choosing to spend time in coffee shops has driven
demand. Specialty coffees, such as espresso, latte, flavored coffee, and others have led to
the business opening to a broader customer base. The demographics in the chosen
location, show that there is enough traffic, whether by car or on foot, to make it possible
for the coffee shop to flourish. We only need a small carve into the market to yield the
revenue and profits projected in this business plan.
Our marketing strategy is to draw in new customers, impress them and then have them
tell their family and friends about the establishment. We will attract patrons through
visible signage, print media advertising, flyers and online/social media marketing. Our
sales strategy will revolve around sharing the enthusiasm our management team has for
the products and atmosphere being sold.
At the core of our operations lie the following:
• Always keep close control of costs
• Sell coffee, tea, other beverages and food that is of highest quality and great
tasting.
• Build a brand and image that becomes well known and respected.
4
This business plan details the operations of the company and provides a road map for
successful execution of such operations. The company is projecting to reach breakeven
within the first year and remain profitable thereafter.
Financial Summary
1.1 Mission Statement
Our mission is to provide exceptional coffeehouse experience to customers, while
building a profitable and rewarding company for owners, partners and employees. We
will accomplish this mission by offering great beverage and food products in a pleasant
environment with fist rate customer service.
1.2 Objectives
• Short Term (immediate – 3 months)
o Successfully open first retail location.
o Launch website.
• Medium Term (3 months – 2 years)
o Develop our brand.
o Maintain healthy gross margins and net profits.
o Build an infrastructure that is conducive to expansion.
• Long Term (2 years and on)
Year 1 Year 2 Yesr 3
Total Income $185,231 $213,016 $255,619
Net Income $617 $3,686 $21,180
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Financial Highlights
5
o Become a well-known coffee shop establishment within our markets.
o Contribute to the communities in which we serve by providing
employment opportunities and economic growth.
2.0 Company Description
Coffee Club will be coffee shop business concept. There is high demand in the
marketplace for such a business. Our goal is to bring to create an establishment that
provides quality coffee, tea, beverage and food products.
The company will be headquartered in 199 Lafayette Street at the corner of Broome
Street in Manhattan’s SoHo. Founders, management, employees and investors will own
the business as detailed in the appendix section of this business plan. We have a strong
management team in place and will employ the necessary personnel to run the
establishment. We will operate under a belief that great customer service and quality
beverages and food will lead to success. With this in place, a continual monitoring of the
company operations will lead us to sustained growth and profits. Providing the right food,
drink and service in a great environment with knowledgeable and professional personnel
will guide a positive customer experience.
The coffee and food products offered will meet the needs of individuals within the
location area to be served. Our vision was put in place when our founder(s) realized that
it was important to have a coffee shop that breaks away from the typical large corporate
owned and franchised system.
The company expects to have a potential client base consisting of all adult males and
females within a short radius of the location. An in-depth analysis of the company’s
target market can be found later in this business plan. We expect to stand out from other
establishments by providing a more personalized experience, better quality food items
and creative specialty coffee drinks. Keeping prices affordable and giving customers a
great environment in which to enjoy the beverage and food will drive the experience and
develop a loyal clientele.
A deep understanding of the importance in having an educated team that understands and
keeps up with all the developments in the industry and market, will be at the core of the
offerings. Reliable and superlative service will result in patrons coming to view the
business as a premier coffee shop in the neighborhood.
6
2.1 Operations
The business will have several operational areas targeted towards rapid cash flow and
ensuring a quality product while running efficiently.
➢ Production
Our company will use only high-quality coffee, teas, beverages and food. We will
prepare coffee on hand in the establishment. It is expected that little if any actual cooking
will take place on the premises and production of food will entail preparing and serving
premade sandwiches, desserts, etc. We intend to have a gourmet feel to the menu items.
➢ Packaging
We will package our products especially coffee drinks in easy to carry cups which will
display our logo and company theme. We avoid using plastic and go green in our
company. This will cost slightly more but lead to a stronger branding of our business.
➢ Ingredients and Raw Materials
We will use only the highest quality coffee and products. Understanding that no matter
how well you prepare beverages and food, if you are not using high quality ingredients
the resulting product will be flawed; our team has vowed to only use the best ingredients
available. We will be speaking to several suppliers for coffee, as well as other beverages
such as bottled water etc. and food suppliers that can cater to our demanding quality and
taste standards.
➢ Purchasing
Purchasing will be based on a strategic plan to ensure, the acquisition of fresh products as
well as the limiting of the storage of food for long periods. A purchasing assessment will
be done after 60 days of opening. At that time, a determination will be made as to the
volume and cost of each item. Vendor relationships will be pivotal to the inventory
purchase process as an additional assessment will be done weekly to determine best cost
pricing. Cost savings will be a major factor in the business. The entire team will be
educated on cost saving measures, and activities that must be executed to that end.
➢ Maintenance
Cleanliness and maintenance of the establishment will be one of our top priority. The
coffee shop will be power washed and cleaned every night, this includes washing of all
utensils, cleaning of counter tops and all tables. We will only use green janitorial and
sanitation products. Counters will be cleaned throughout the day when needed, but no
less than 4 times a day. Garbage containers cleaned as need but no less than 3 times a
day, washrooms will be cleaned with detergent as needed but no less than every hour.
➢ Policies
We will accept cash and credit cards and are exploring Apple and Android Pay. Our
return policy is; if the food and drink is not to their taste then we will redo the order. If
the customer insists on their money back, we will return funds. The customer is our
number one priority. Other current and future policies will revolve around customer and
