business plan template existing cafe

8/9/2019 Business Plan Template Existing Cafe

1/22

Cafe XXXXXX

Caf Cuisine with a Mediterranean twist

BUSINESS PLAN

Proprietors:

XXXXXXXXXXXX

27/08/09


2/22

Details of Business

Owners

XXXX & XXXXXX

Location

XXXXXXXXXXXXX

Contact Telephone Numbers

Cafe XXXXXX: (02) 9999 9999

XXXX & XXXXXX: (02) 9999 9999

XXXX (o!i"e): XXXXXXXXXX

XXXX (o!i"e): XXXXXXX

E- Mail

[email protected]

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3/22

1. BUSNESS !"O#LE$ CONCE!T

Description of Business

!lace

Cafe XXXXXX is sit#ate$ o% XXXX St XXXX o%e of t'e !#siest streets i% XXXX 'i' !isets t'e*ai% roa$ XXXXX Street+ XXXX Street attrats ,oo$ "e-e"s of footfa"" $#e to t'e s#rro#%$i%,!#si%esses s#' as t'e -i$eo s'op f"orist ,ift s'ops a%$ t'e Nort' XXXX .ote"+

#e to t'e $e%sit of resi$e%tia" 'o#si%, it'i% t'e s#rro#%$i%, area t'ere is a si,%ifia%t *ar1etri,'t at t'e $oorstep3+ A"so as Cafe XXXXXX is "oate$ it'i% a strata o*p"e4 it is i% eas rea' ofa"" of t'e resi$e%ts of t'e strata !"o1+

5'ere are a"so *a% !#si%esses it'i% t'e area 'o #se Cafe XXXXXX for ta1e aa offees a%$

assoiate$ pro$#ts+

!ro%uct & nterior

Cafe XXXXXX is a 60 seat af it' 8 seats o#tsi$e o% a patio area it' 22 seats i%si$e+ It 'as !ee%#sto* $esi,%e$ it' *i%i*a"ist tre%$3 $or i%si$e a%$ o#t+ Cafe XXXXXX faes Nort' t'ere!reei-i%, a "ar,e a*o#%t of *or%i%, a%$ after%oo% s#% e-e% i% i%ter+ 5'is pro-i$es ar*t' to 'atis a -er pop#"ar e4terior seati%, area+ As t'e pa-e*e%t i% t'is area is -er i$e t'ere is o%"*o$erate $ist#r!a%e fro* passi%, traffi+

5'e "ar,e ,"ass pa%e"e$ i%terior is a"so 1ept p"easa%t" ar* i% i%ter ! t'e pre-ai"i%, s#%s'i%e+ A%

e*p'asis is p"ae$ o% re"a4atio% it' a% a*p"e s#pp" of %espapers a%$ i%ter%atio%a" *a,ai%es'i' e%o#ra,e t'e #sto*er to spe%$ "o%,er i% t'e af+

It is si,%ifia%t" $iffere%t to ot'er af o*petitors it'i% t'e area 'o fo#s *ore o% ta1e aa foo$Cafes+ Cafe XXXXXX is a sop'istiate$ af t'at appea"s to a% #p*ar1et *ar1et se,*e%t it' 'i,'"e-e"s of $isposa!"e i%o*e a%$ i%reasi%, "eis#re ti*e+

!ro%uct & Lease

5'e "ease ter* is ears it' a ear optio%+ I%reases are 6; per a%%#*+

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4/22

!ro%uct - Menu

5'e *e%# a% !e $esri!e$ as Caf #isi%e it' a e$iterra%ea% tist+

Core af foo$3 pro$#ts s#' as C'i1e% !#r,ers Caesar Sa"a$s & isottos & Crepes+ 5'#s t'e *e%# attrats !ot' t'ose #sto*ers"oo1i%, for af foo$ t'at t'e 1%o t'e i"" "i1e as e"" as *ore a$-e%t#ro#s #sto*ers 'o is' totr so*et'i%, a "itt"e !it $iffere%t+ ?e ater for t'ose #sto*ers 'o "i1e fres' 'i,' @#a"it foo$+ ?eare t'e a%tit'esis of t'e ,reas 'ot foo$ Cafe af+

5'e *e%# is %ot e4te%si-e !#t pro-i$es a ,oo$ ra%,e of optio%s for t'e #sto*er+ 5'e sie of t'e*e%# is -er *#' i% 1eepi%, it' t'e sie of t'e operatio% a%$ t'e fai"ities at o#r $isposa"+ 5'e foo$e se"" 'as to satisf t'ree o*po%e%ts: + .i,' ar,i% 2+ Eas to prepare + .i,' @#a"it+ It is ritia"t'at e 'a-e *e%# ite*s t'at are eas to prepare as t'is a""os #s to re$#e t'e 'ef=s ti*e ta1e% toprep i%,re$ie%ts as e"" as re$#i%, t'e ti*e t'at t'e foo$ ta1es to !e oo1e$ a%$ ser-e$+

Coffee a"so p"as a% i*porta%t part i% o#r !#si%ess as it is !ot' a fee$er3 for ross sa"es a%$ a%e4tre*e" profita!"e pro$#t (appro4i*ate" 80; profit)+ Coffee !ri%,s peop"e i% a%$ 'a%es are t'ei"" !# a%ot'er pro$#t to ,o it' t'eir offee+

!ro%uct & Ser'ice

At Cafe XXXXXX fast frie%$" ser-ie is part of t'e pro$#t+ 5'ere is %o roo* for ,"#* faes or !a$$as+ Staff are ators a%$ t'eir o! is t'e sta,e+ Not o%" $o staff 'a-e to !e ators t'e 'a-e to !esa"espeop"e too

I% a"" aspets of o#r ser-ie e appreiate t'e e*piria" %ee$ for staff to !e t'e*se"-es a%$ toe4press t'eir i%$i-i$#a"it+ ?e are %ot o%a"$s+ ?e $o%=t a%t >o!ots+

!ro%uct & Eat-in $ Ta(e )wa*

?e $o %ot e%o#ra,e ta1e aa for foo$ (it' t'e e4eptio% of ite*s s#' as a1es to ,o it'offee)+ ?e is' to !e reo,%ise$ as a st"is' sitDi% af+ ?'i"st ta1e aa sa"es it' offees etreprese%t a ,oo$ pote%tia" ,rot' area e i"" %ot see1 to ,ro t'e area of *ai%strea* ta1e aafoo$ sa"es+ 5'e reaso%s for t'is are toDfo"$:

+ 5'ere is a "i*ite$ *ar1et (e+,+ B#si%ess peop"e) i% t'e area

2+ A$$i%, ta1e aa foo$ sa"es o#"$ 'eape% t'e "oo13 of Cafe XXXXXX

+ Cateri%, for t'is *ar1et o#"$ p#t is i% $iret o*petitio% it' ot'er ta1e aa retai"ers i% t'earea

.oe-er e 'a-e ,oo$ ta1eDaa offee sa"es a%$ i"" !e see1i%, to ,ro t'is *ar1et+

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5/22

!rofitabilit*

+ 5'e profita!i"it of Cafe XXXXXX is !ase$ o% to fators+ 5'e first !ei%, t'at t'e ost of ,oo$

is -er "o (appro4+ 27;) 'i"st t'e *e%# ite*s t'e*se"-es are *i$Dprie$+ Cafe XXXXXX is

%ot e4pe%si-e (e are i% C'eapeats for e4a*p"e)

2+ ?e are %ot a -o"#*e !#si%ess !#t %eit'er are e 'i,' *ar,i% "o sa"es+

+ >e-e%#e is sprea$ i$e" aross t'e *e%#+ E-ert'i%, se""s+

6+ #r prii%, strate, is t'at e are #p*ar1et if o# o*pare #s to ta1eaas !#t reaso%a!"

prie$ o*pare$ to si*i"ar tre%$3 afes+

+ #r o%ept is si*p"e e%oa!"e a%$ i%e4pe%si-e to *ai%tai%+

F+ 5'ere are pote%tia" profit ,rot' areas i% t'e a$$itio% of a "i@#or "ie%se *e%# re$esi,%

aepta%e of Cre$it Car$s a%$ I%rease$ ope%i%, 'o#rs / $as

7+ #r o*petiti-e a$-a%ta,e is o#r st"e of af o#r "oatio% a%$ t'e o#t$oor seati%, area+

!eople

+ #r staff s'o#"$ a"as !e s*art e"" prese%te$ a%$ !e $resse$ i% a% appro-e$ #%ifor*+ ?e

e%o#ra,e i%$i-i$#a"it !#t it'i% t'e !o#%$aries of 'at e $ee* to !e a% aepta!"e

sta%$ar$ of prese%tatio%+

2+ #r *ai% tar,et *ar1et is FD60 ear o"$ *a"es a%$ fe*a"es fro* #p*ar1et $e*o,rap'is+

5'e are "i1e" to !e resi$e%ts of t'e area+ 5'ese tpes of peop"e represe%t t'e *o$er%

S$%e GCaf Soiet3+ 5'e are ,e%era"" aff"#e%t $o %ot is' to spe%$ ti*e oo1i%, (i% t'eir

spare ti*e) a%$ 'a-e 'i,' "e-e"s of $isretio%ar i%o*e+

+ C#sto*ers i"" ,e%era"" o*e fro* t'e resi$e%tia" areas it'i% a 1* $ista%e of Cafe

XXXXXX+ .oe-er so*e *a a"so ori,i%ate fro* t'e s#rro#%$i%, !#si%esses o% XXXX &

Ho'%so% Sts+

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6/22

1.1 Vision

#r -isio% is to !e reo,%ise$ ! o#r #sto*ers a%$ ritis as o%e of fi%est afes i% t'e I%%er ?est ofS$%e+ ?e ai* to e4ee$ e4petatio%s i% a"" respets+ .oe-er a% e*p'asis i"" !e p"ae$ o% o#r

ore -a"#es:

Innovativeness - Menu, Processes & Procedures

Quality and presentation - food & beveraes

!ervice - !peed, friendliness, product "nowlede & Individuality

#un $ %e believe in havin fun at wor" and it is our belief that it will positively influence our custoers'attitudes towards us(

At a"" ti*es it i"" !e to re*e*!er ' e are i% !#si%ess a%$ t'at reaso% is to *a1e *o%e+ A"" staffs'o#"$ !e aare of t'is fat a%$ e%o#ra,e$ to i%rease t'e effiie% of t'e !#si%ess+

.oe-er e $o %ot *eas#re o#r s#ess p#re" !ase$ o% fi%a%ia" aspets+ ?e !e"ie-e t'at a!#si%ess is %ot a s#ess it'o#t 'app staff a%$ 'app #sto*ers a%$ t'at t'is s'o#"$ !e*ai%tai%e$ as a% o%,oi%, ,oa" of t'e !#si%ess+

1.2 Background and History

Cafe XXXXXX as starte$ ! XXXXXX i% 998+ It 'as ,ai%e$ a stro%, rep#tatio% for i%%o-ati-e af#isi%e i% parti#"ar !ei%, reo,%ise$ for its o#tsta%$i%, !rea1fast *e%#+ Cafe XXXXXX as %a*e$as o%e of t'e top 0 !rea1fast afes i% S$%e i% t'e 200 e$itio% of C'eapeats3 (See Appe%$i4 A)+

1.3 Ownership

Cafe XXXXXX is o%e$ ! XXXXXX .LINJS P5K L5 'i' tra$es as Cafe XXXXXX+ 5'e so"e$iretor a%$ 00; s'are'o"$er is XXXXXX+

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7/22

+. BUSNESS MODEL

A"" *o%ies o!tai%e$ fro* Cafe XXXXXX are passe$ t'ro#,' to XXXXXX .LINJS P5K L5 'i'ats as a fee$er ao#%t for t'e XXXXXXXX+

,. ST")TE )ND OB/ECT0ES

?'i"st Cafe XXXXXX is perfor*i%, e"" as a !#si%ess e !e"ie-e t'at t'ere is roo* for f#rt'er ,rot'+?e !e"ie-e t'at t'is re@#ires t'e i*p"e*e%tatio% of !ot' s'ort a%$ "o%,Dter* *ar1eti%, strate,ies it't'e 1e ai*s of i%reasi%, #sto*er %#*!ers a%$ i%reasi%, spe%$ per #sto*er+

3.1 Objectives

#r %#*!er o!eti-e is a% i%rease i% %et profit+

5'ere are F *ai% areas t'at e i"" !e o%e%trati%, o% i% or$er to i%rease sa"es a%$ profits+ It s'o#"$!e %ote$ t'at t'ese are %ot t'e o%" areas t'at e i"" !e see1i%, to i%rease sa"es -ia !#t as t'e a""represe%t %e i%itiati-es it is i*porta%t to set ,oa"s for t'ese areas fro* t'e o#tset+ Not a"" of t'esei%itiati-es i"" !e starte$ i**e$iate" !#t i"" !e sta,,ere$ o-er t'e first ear of operatio% it' tria"perio$s !ei%, #%$erta1e% for ea' i%itiati-e+ A"" of t'e i%itiati-es i"" 'a-e !ee% tria"e$ a%$ aepte$ orreete$ ! t'e e%$ of t'e fi%a%ia" ear (0t'H#%e 200)+

Options formpro'ement

Salesncrease

Sales ncrease !rofitncrease

)nnual!rofitncrease

pe% o%$a 0+0; 700 0 F800pe% 5'# /


8/22

3.2 Strategies

.o i"" e a'ie-e t'ese o!eti-es

#inancial Strate9*

o%$a pe%i%,:

C#rre%t" o%$a is t'e o%" $a of t'e ee1 i% 'i' Cafe XXXXXX is %ot ope%+ 5'is is !ea#se t'e#rre%t o%er or1s F $as a ee1 a%$ $oes %ot is' to ta1e o% e4tra or1 of ope%i%, 7 $as+.oe-er e !e"ie-e t'at t'ere is a *ar1et for o%$a ope%i%, (e-i$e%e$ ! t'e 'i,' "e-e"s of tra$eo% 5#es$as) a%$ it o#"$ represe%t a *isse$ opport#%it %ot to ope% o% t'is $a+

.oe-er it is %ot possi!"e for t'e o%er of Cafe XXXXXX to or1 7 $as a ee1+ 5o ope% o% ao%$a i"" re@#ire t'at a respo%si!"e perso% a% a$e@#ate" *a%a,e t'e !#si%ess i% t'e a!se%e oft'e o%er+ I% t'e s'ort ter* it is e%-isio%e$ t'at t'is i"" !e o%e of t'e #rre%t e*p"oees ('o i""

re@#ire trai%i%,) !#t i% t'e "o%, ter* it i"" !e a% ai* to rer#it a per*a%e%t a%a,er+

E4te%$e$ pe%i%, .o#rs

Cafe XXXXXX 'as o#%i" appro-a" to ope% #%ti" 9p* o%$a to Sat#r$a a%$ #%ti" Fp* o% S#%$as+A,ai% $#e to t'e !#si%ess= re"ia%e o% t'e prese%e of t'e o%er ope%i%, 'o#rs 'a-e !ee%restrite$+ A,ai% as it' t'e i%te%tio% to ope% o% a o%$a ope%i%, "ater 'o#rs i"" re@#ire t'at arespo%si!"e perso% a% a$e@#ate" *a%a,e t'e !#si%ess i% t'e a!se%e of t'e o%er+

It is e%-isa,e$ t'at t'ere o#"$ !e a$e@#ate #sto*ers to e%a!"e Cafe XXXXXX to ope% o% 5'#rs$a


9/22

s'o#"$ i%rease t'e a-era,e spe%$ per 'ea$ (#rre%t" M) e-e% t'o#,' er'a%t ser-ies attrat apere%ta,e fee (?estpa=s #rre%t $iso#%te$ rate for NS? Cateri%, Assoiate *e*!ers is +69;e4"#$i%, JS5)+

A"o'o"

Cafe XXXXXX $oes %ot 'a-e a "i@#or "ie%se a%$ it is o#r i**e$iate ai* to o!tai% t'is+ ?it' profit*ar,i%s o% A"o'o"i pro$#ts i% e4ess of 00; t'is represe%ts a ,reat area for re-e%#e a%$ profite4pa%sio% it'o#t a% si,%ifia%t a$$e$ e4pe%se+ It is p"a%%e$ t'at pre*i#* !ott"e$ !eers a%$ "o to*i$ prie$ i%es i"" !e sto1e$+ 5'ese i"" !e prie$ at appro4i*ate" MF per !eer & ,"ass of i%eit' !ott"es of i%e starti%, at aro#%$ t'e M *ar1+

e%# I*pro-e*e%t

C#rre%t" t'e p'sia" "ao#t of t'e *e%# is poor+ It is $iffi#"t to rea$ "#ttere$ a%$ $isor,a%ise$+Pries are %ot ro#%$ %#*!ers a%$ 'i,' profit ite*s are %ot *ar1ete$ orret"+

5'e *e%# i"" !e re$esi,%e$ to *eet t'e fo""oi%, riteria:

- Eas to >ea$

-

A"" pries i"" !e ro#%$ %#*!ers (e4ept Be-era,es)

- .i,' Profit ite*s i"" !e arra%,e$ at t'e top a%$ !otto* of *e%# areas

- Speia" *e%# ite*s i"" !e 'i,'"i,'te$ to i%rease sa"es

- e%# i"" feat#re %e !ra%$i%, / "o,o

It is *ore i*porta%t at t'is sta,e i% t'e p"a% to i%rease %#*!ers of #sto*ers t'ro#,' t'e $oor a%$ toi%rease t'e a-era,e spe%$ per #sto*er rat'er t'a% si,%ifia%t" a"teri%, prie str#t#res+

A !eer a%$ i%e *e%# i"" a"so !e reate$ 'e% t'e "i@#or "ie%se is o!tai%e$+

A *e%# i"" a"so !e p"ae$ at t'e e%tra%e to Cafe XXXXXX a""oi%, passi%, tra$e to -ie t'e *e%#prior to e%teri%,+

%e of t'e *ai% pro!"e*s it' t'e *e%# at Cafe XXXXXX is t'at #sto*ers or$er o%e *ai% foo$ ite*a o#p"e of $ri%1s !#t -er "itt"e e"se+ 5'e *e%# re$esi,% i"" see1 to ,ai% profita!i"it ! i%reasi%,t'e a-era,e spe%$ per 'ea$+ 5'is i"" !e $o%e ! t'e reatio% of e%tree3 ite*s as e"" as a ri%1s &eserts *e%# to e%o#ra,e #sto*ers to spe%$ *ore $#ri%, t'eir -isit+

ri%1s & eserts e%#

C#rre%t" foo$ is ser-e$ #%ti" appro4i*ate" p*+ After t'is t'e #sto*er $oes %ot reei-e a *e%#'e% t'e e%ter t'e afe+ 5'#s *ost #sto*ers e%teri%, t'e afe after p* o%" p#r'ase $ri%1s ast'e are %ot ,i-e% a% optio%s+

5'e Creatio% of a $ri%1s a%$ esserts *e%# i"" a""o t'ese #sto*ers to 'a-e a !i,,er 'oie i% a

for*at t'at i"" e%o#ra,e t'e* to p#r'ase *ore+ As a res#"t e i"" !e see1i%, to e4pa%$ o#r ra%,eof a1es a%$ $essert ite*s for a tria" perio$+ ?e i"" a"so !e trai%i%, o#r ser-i%, staff to #pse"" a1es &ot'er ite*s 'e% a #sto*er as1s for a 'ot $ri%1+

I% or$er to apt#re a$$itio%a" sa"es fro* ta1eaas e i"" !e "oo1i%, to p#r'ase a *ore s#ita!"ea1e fri$,e it' a% e*p'asis o% $isp"ai%, t'e a1es *#ffi%s et attrati-e"+ C#rre%t" t'e a1efri$,e #ti"ise$ is poor as it is a"*ost i*possi!"e for t'e #sto*er to -ie t'e ite*s i% t'e fri$,e+ A %ea1e $isp"a area i"" a"so a""o #s to free #p spae t'at is %ee$e$ at t'e Cafe area+

ot'ers it' C'i"$re%

At prese%t *a% *ot'ers it' o#%, 'i"$re% fre@#e%t t'e ,a""er af as it is spaio#s a%$ t'epro-i$e tos for o#%, 'i"$re%+ Spae is a% iss#e at Cafe XXXXXX !#t e a% sti"" ater for t'is

*ar1et ! pro-i$i%, "ar,e s'eets of paper a%$ pa1s of Crao%s to 1eep 'i"$re% e%tertai%e$ (so t'att'e paper a% !e #se$ as a ta!"e "ot' & 1i$s a% $ra o% it)+ 5'is 'as pro-e% to !e a s#essf#"

- 9 -


10/22

o%ept at *a% afes a%$ resta#ra%ts aross t'e or"$+ 5'e o%ept a"so a""os #s to o-ero*e t'eiss#e of spae a%$ 'e"ps to 1eep 1i$s sat at t'e ta!"e 'ere t'e i"" %ot a#se $ist#r!a%e to ot'er$i%ers e+,+ as t'e pote%tia"" o#"$ 'e% p"ai%, it' tos o% t'e ,ro#%$+

Non-financial Strate9*

I% t'is ase %o%Dfi%a%ia" strate, re"ates to t'e i%rease of #rre%t re-e%#e rat'er t'a% t'e,e%eratio% of %e re-e%#e as speifie$ i% t'e pre-io#s setio%+ 5'is area of strate, $etai"s 'at ei"" !e $oi%, to !oost o#r #rre%t so#res of i%o*e+

PS Sste*

C#rre%t" t'e PS sste* is a !asi as' re,ister+ It $oes %ot pro-i$e a% statistia" i%for*atio%+ 5'ei%tro$#tio% of a state of t'e art PS sste* i"" a""o #s to *ore a#rate" *o%itor 'at ite*s se""a%$ 'e%+ 5'is i"" a""o #s to o%ti%#a"" 1eep t'e *e%# fres'3 ! re*o-i%, "o se""i%, ite*s a%$rep"ai%, t'e* it' %e *e%# i$eas+ It i"" a"so a""o #s to tra1 t'e perfor*a%e of o#r ser-i%, staffparti#"ar" it' refere%e to ross se""i%,+

Proesses & Proe$#res

As Cafe XXXXXX 'as !ee% r#% e4"#si-e" ! t'e prese%t o%er i+e+ %o o%e e"se *a%a,es t'e af i%'is a!se%e t'ere 'as %e-er !ee% t'e %ee$ for a% proesses a%$ proe$#res to !e $o#*e%te$+.oe-er it' e4te%$e$ ope%i%, 'o#rs / $as a%$ t'e f#t#re sit' to 'a-i%, a%ot'er *a%a,er it i""!e %eessar for a"" proesses proe$#res reipes o! $esriptio%s et to !e $o#*e%te$+

5o *ai% $o#*e%ts i"" !e reate$+

+ Cafe XXXXXX peratio%a" Po"iies & Proe$#res

5'is $o#*e%t i"" o%tai% a"" t'e i%for*atio% re@#ire$ to operate t'e af i% t'e a!se%e of t'eo%er+ It i"" $etai" ope%i%, & "osi%, proe$#res reipes reipe ar$s s#pp"ier $etai"s

i%s#ra%es "ie%ses a%$ operatio%a" i%str#tio%s for e@#ip*e%t+

2+ Cafe XXXXXX Staff .a%$!oo1

5'is i"" $etai" t'e r#"es a%$ re,#"atio%s 'e% or1i%, at Cafe XXXXXX+ It i"" $efi%e 'at ise4pete$ of a% e*p"oee 'at is aepta!"e a%$ %ot aepta!"e respo%si!i"ities a%$ $etai"s ofee1" staff *eeti%,s+ It i"" a"so o%tai% o! $esriptio%s for ea' staff *e*!er+

Coffee

Se,afre$o is #rre%t" #se$ as t'e Coffee Bra%$+ As t'ere is %o #rre%t o%trat t'e %es o%ers arefree to %e,otiate a $ea" it' ot'er offee !ra%$s+ 5'is *a "ea$ to sa-i%,s i% t'e prie of offee a%$ot'er a$$e$ !e%efits s#' as free *er'a%$ise+

5'ere is a"so sope to !etter pro*ote t'e Coffee "oa"t ar$s+ A"t'o#,' Cafe XXXXXX $oes %ot 'a-ea $iret o*petitor i% a $e*o,rap'is se%se ta1e aa offee is fair ,a*e for a% af 'et'ert'e are #p*ar1et or %ot+ 5'is is ' pro*otio% of o#r offee ar$s is i*porta%t+ 5'e ar$s i"" offer free offee for e-er 9 p#r'ase$ (i+e+ te%t' offee free)+ 5'is i%reases #sto*er "oa"t+ A%$iso#%ts ,i-e% a% !e *a$e #p ! effeti-e ross se""i%, of #ffi%s et it' offee+ 5'e i*porta%tfator is to 1eep t'e #sto*er o*i%, t'ro#,' t'e $oor o% a re,#"ar !asis+

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11/22

3.3 Target arkets

5o $iffere%t strate,ies i"" !e e*p"oe$ to i%rease sa"es+ 5'ese i"" tar,et to *ar1ets: E4isti%,

C#sto*ers a%$ B#si%esses a%$ resi$e%tia" #sto*ers it'i% a 1* ra$i#s+

7. T:E M)";ETN !L)N

!.1 arketing Strategy

Lo,o / Si,%a,e

Cafe XXXXXX #rre%t" 'as a reo,%isa!"e fo%t !#t e i"" !e o*p"e*e%ti%, t'is it' a Lo,o 'i'i"" !e reate$ ! a Jrap'i $esi,%er+ 5'is "o,o (to,et'er it' t'e %a*e) i"" !e p"ae$ o% a""ar1eti%, *ateria"s e+,+ f"ers a$-ertise*e%ts !#si%ess ar$s et+ #r ai* is for t'e "o,o to !eo*es%o%*o#s it' t'e !#si%ess+

5'e Lo,o a%$ %a*e i"" a"so !e p"ae$ o% a %e si,% t'at i"" !e erete$ a!o-e t'e terrae area+ 5'issi,% i"" !e "ar,e e%o#,' to !e o*forta!" rea$ fro* t'e opposite si$e of t'e street !#t it i"" !e$esi,%e$ so t'at it o*p"e*e%ts t'e strata o*p"e4 a%$ is %ot a% eesore+ 5'e si,% i"" !e of a st"is'$esi,% to fit i% it' t'e st"e of t'e af a%$ i"" !e i""#*i%ate$+ At prese%t t'ere is %o i""#*i%ate$ si,%!#t t'e Cafe XXXXXX %a*e is $isp"ae$ o% t'e af=s e%tra" i%$os+

C#sto*er >esear'

5o tpes of resear' i"" !e perfor*e$ o% a% o%,oi%, !asis:

+I%itia" ar1et resear' 'as !ee% e*p"oe$ prior to t'e ta1eDo-er of t'e af+ 5'is fo#sse$ o%,ai%i%, 1%o"e$,e of t'e stre%,t's a%$ ea1%esses of "oa" o*petitors as e"" as ,ai%i%,1%o"e$,e of stre%,t's a%$ ea1%esses of Cafe XXXXXX+ >esear' as #%$erta1e% i% t'e "oa" area#si%, @#a"itati-e resear' te'%i@#es+

2+ C#sto*er es#"ts of I%itia" S#r-e

S#r-e >es#"ts i%$iate$ t'e fo""oi%, fators:

!ervice:

Positi-e 5a1e aa #sto*ers perei-e$ t'e afe as frie%$" (re,#"ar #sto*ers)Ne,ati-e D Perei-e$ as effiie%t !#t %ot -er frie%$" (No% s*i"i%,3) a%$ so*eti*es s"o3 or s"a13+

#ood+


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?e!site

A e!site i"" !e reate$ a%$ o**#%iate$ to #sto*ers www.CafeXXXXXX.com+ 5'is e!sitei"" ser-e as a so#re of i%for*atio% a!o#t t'e af i%"#$i%, *e%#s profi"es of staff p'otos of t'e

af a%$ $etai"s of #po*i%, e-e%ts+ 5'ere i"" a"so !e a% opport#%it to oi% t'e eD*ai" %es "ist+

Nes"etter

Cafe XXXXXX Nes3 i"" !e $istri!#te$ to "oa" !#si%esses a%$ resi$e%es e-er t'ree *o%t's+ It i""'i,'"i,'t 'at 'as !ee% ,oi%, o% at t'e af %e *e%# ite*s a%$ #po*i%, e-e%ts+ 5'ere i"" a"so!e o*petitio%s 'i' i"" !e #se$ to i%rease i%teratio% it' t'e o**#%it+

Pro*otio% of speia" e-e%ts

5'is i"" !e r#% i% o%#%tio% it' t'e ar1eti%, Ca"e%$ar+ 5'e ar1eti%, Ca"e%$ar i"" ser-e as t'eroa$*ap for a"" pro*otio%a" ati-it t'ro#,'o#t t'e ear+


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14/22

!.3 (ricing Strategies

5'e prii%, strate, at Cafe XXXXXX ref"ets o#r p'sia" prese%tatio% o#r sta%$ar$s of ser-ie a%$

t'e @#a"it of o#r foo$+

- #r p'sia" prese%tatio% a%$ "ea%"i%ess are of t'e 'i,'est sta%$ar$ a%$ are 'i,'er t'a% o#ro*petitors+

- #r Ser-ie is f#"" ta!"e ser-ie a%$ as s#' is a 'i,'er sta%$ar$ t'a% o#r o*petitors

- #r foo$ is *ore $i-erse a%$ a !etter @#a"it t'a% o#r o*petitors+

5'#s it fo""os t'at o#r pries s'o#"$ !e 'i,'er+ .oe-er o#r pries are o%" *ar,i%a"" 'i,'er a%$sti"" represe%t ,oo$ -a"#e i% "i%e it' t'e pro$#t t'at is offere$+ As a ro#,' ,#i$e o#r pries s'o#"$ !e0; 'i,'er t'a% o#r o*petitors+

5'ere is #rre%t" sope to i%rease pries a%$ t'is i"" !e assesse$ i% "i%e it' t'e re$esi,% of t'e*e%#+

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15/22

!.! )dvertising' arketing and *aunch Strategies

C#rre%t" (a%$ si%e its "a#%' + ears a,o) Cafe XXXXXX 'as %e-er pai$ for a$-ertisi%,+

I% t'e s'ort ter* (DF o%t's) t'is i"" %ot !e 'a%,e$+ .oe-er e ai* to pro*ote t'e !#si%ess tot'e "oa" area ! ot'er *ea%s rat'er t'a% pai$ a$-ertisi%,+

La#%' Strate,

As t'e #rre%t o%er is e"" 1%o% a%$ 'as a ,oo$ re"atio%s'ip it' t'e #sto*er !ase e i"" %ot !e$rai%, atte%tio% to t'e 'a%,e i% o%ers'ip (i% ter*s of t'e ,e%era" p#!"i)+ .oe-er t'e %e o%eri"" !e pro*oti%, t'e !#si%ess e4te%si-e" to "oa" !#si%esses+ I% t'e i%itia" sta,es it is p"a%%e$ topro-i$e "oa" !#si%esses it' a e"o*e pa13 i%"#$i%,:

- Coffee $iso#%t ar$s

- Cafe XXXXXX Nes

- etai"s of #po*i%, pro*otio% $as

5'e o%er i"" a"so !e perso%a"" i%tro$#i%, 'i*se"f to t'e o%ers a%$ 1e staff of t'e !#si%ess+ ?e!e"ie-e %etor1i%, it' s#rro#%$i%, !#si%esses is t'e fo#%$atio% for o%ti%#i%, s#ess i% t'e area+

iret ar1eti%,

Coffee Pro*otio%s:

- Coffee ar$s i"" !e ,i-e% o#t it'i% t'e -ii%it of o#r o*petitors to e%o#ra,e #sto*ers to!e *ore !ra%$ "oa" to Cafe XXXXXX=s offee+

- 5o !oost tria"s of o#r offee it' t'e #"ti*ate ai* of !#i"$i%, t'e #sto*er !ase e i"" !e

,i-i%, aa free ta1e aa offee -o#'ers to p#"" #sto*ers $o% to Cafe XXXXXX a%$ aafro* o#r o*petitors o% Ho'%so% St ('o are se""i%, a% i%ferior !#t e@#a"" prie$ pro$#t)+

%,oi%, ar1eti%,

?e i"" !e i*p"e*e%ti%, #sto*er fee$!a1 ar$s as a a of !#i"$i%, a o%ti%#o#s *ar1eti%,sste*+ 5'ese ar$s i"" !e tit"e$ ?'i%e & i%e3 a%$ i"" a""o t'e #sto*er to pro-i$e fee$!a1 o%'is or 'er $i%i%, e4perie%e as e"" as pro-i$i%, a for#* to s#,,est %e i$eas a%$ pote%tia"i*pro-e*e%ts+ C#sto*ers i"" a"so !e ,i-e% t'e optio% of s#pp"i%, #s it' o%tat $etai"s t'at i"" !ea$$e$ to o#r #sto*er $ata!ase for f#t#re *ar1eti%, ati-ities+

www.CafeXXXXXX.com i"" a"so !e #se$ as a *ea%s for o%ti%#a"" *ar1eti%, t'e !#si%ess a%$

i"" feat#re a"" of o#r *ar1eti%, i$eas i% o%e o%-e%ie%t "oatio%+ www.CafeXXXXXX.com i"" !ea$$e$ to a"" statio%ar si,%s a%$ *ar1eti%, *ateria" i% or$er to *a1e #se of t'is 'i,'" ost effeti-e*e$i#*+

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http://www.barsirocco.com/http://www.barsirocco.com/http://www.barsirocco.com/http://www.barsirocco.com/http://www.barsirocco.com/


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8. :uman resources

#r .#*a% reso#res fo#s i"" o%e%trate o% t'ree *ai% areas:

- o#*e%ti%, Proe$#res Staff .a%$!oo1s et for f#t#re trai%i%, %ee$s

- Co%ti%#a"" trai%i%, a%$ #ps1i""i%,

- Staff osters

+ #patio%a" .ea"t' a%$ safet si,%s a%$ proe$#res

2+ai" e-e%ts $iar

Co%ti%#a" 5rai%i%,

Staff i"" reei-e trai%i%, as re@#ire$+ ?ee1" or o%t'" *eeti%,s i"" !e 'e"$ part of 'i' i"" !e$e-ote$ to $is#ssi%, trai%i%, %ee$s or arri%, o#t trai%i%, or1s'ops o% a parti#"ar topi+ ?e areo**itte$ to i%reasi%, t'e s1i""s of o#r staff as *#' as possi!"e+ ?e !e"ie-e t'at a% i%-est*e%t i%staff is a% i%-est*e%t i% o#r !#si%ess+

Staff


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5. #N)NC)L M)N)EMENT !L)N

+.1 Start,up Budget

As t'ere are fe 'a%,es %ee$e$ t'e startD#p !#$,et i"" %ot !e e4te%si-e+ .oe-er t'ere are so*e*aor e4pe%$it#re ite*s t'at i"" !e re@#ire$ to !e pai$ #po% o*p"etio% of t'e p#r'ase of t'e!#si%ess:

- So"iitors


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19/22

+ Oit'e% La!o#r ; D *eas#re 1it'e% pro$#ti-it ! o*pari%, 1it'e% "a!o#r a,ai%st foo$

sa"es

#ront of :ouse

+ 5ota" Sa"es Per .ea$ + 5ota" sa"es $i-i$e$ ! t'e %#*!er of #sto*ers+ Co*pariso%s i"" !e

*a$e to "ast ee1 "ast *o%t' & Last ear+ A"so it i"" !e !ro1e% $o% i%to sa"es per 'ea$ for

foo$ !e-era,e a%$ $esserts (a"so a"o'o"i !e-era,es i% t'e f#t#re)+

2+ 5i*e perio$ Sa"es+ As t'ere is #rre%t" "itt"e (or i%effeti-e) $ata o% ti*e perio$ sa"es it i"" !e

%eessar to i%-esti,ate t'ese areas t'oro#,'"+ 5'e PS sste* i"" p"a a *aor part i%

pro-i$i%, t'is $ata+

+ eor$i%, a%$ tra1i%, of *ar1eti%, a%$ a$-ertisi%, effiie% i"" a""o #s to *eas#re t'eost -ers#s t'e ret#r%+

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20/22


21/22

=. SUCCESS > "S;

I% s#**ar t'ere are se-era" ai% fators t'at are ritia" for t'e s#ess of Cafe XXXXXX+ 5'ese

are as fo""os+

Coffee

5'e Coffee %ee$s to !e 1ept to a% aepta!"e sta%$ar$ as t'is is t'e 1e to a% afe=s !#si%ess+ CafeXXXXXX is a'ea$ of t'e fie"$ !#t t'is %ee$s to !e *ai%tai%e$+ I% t'e s'ort ter* e aept t'at#sto*ers *a !e "ost $#e to 'a%,es i% offee *a1i%, a%$ spee$ of ser-ie !#t t'at e i"" *a1e#p for "osses i% #rre%t #sto*ers it' t'e s#!sta%tia" *ar1et of %e #sto*er at o#r $oorstep+ #rresear' 'i,'"i,'te$ t'at *ost s#r-ee$ ere %ot #sto*ers of Cafe XXXXXX+

Co%ti%#it

Cafe XXXXXX 'as a -er "oa" "ie%te"e of #sto*ers 'o o*e i% *#"tip"e ti*es per ee1 a%$

*#"tip"e ti*es per $a+ ?e i"" !e see1i%, o%ti%#it of ser-ie a%$ operatio%a" sta%$ar$s to ai* to*ai%tai% positi-e "i%1s it' "oa" #sto*ers+ As s#' e i"" %ot !e proati-e" a$-ertisi%, t'e 'a%,eof o%ers'ip to o#r prese%t #sto*ers+ I% t'e "o%,er ter* e i"" !e i%tro$#i%, 'a%,es 'i' e!e"ie-e i"" ta1e t'e !#si%ess o% to ,reater s#ess+

Co*petiti-e 5ar,eti%,

#r resear' s'oe$ t'at t'ere is a "ar,e *ar1et t'at e 'a-e %ot et rea'e$+ 5o i% #sto*ersfro* ot'er afes i% t'e area e %ee$ to *a1e o#r prese%e 1%o% ! tar,et *ar1eti%, i%itiati-es+ ?e!e"ie-e t'at o%e #sto*ers tr o#r pro$#t e a% si,%ifia%t" i%rease o#r *ar1et s'are+ #r*ar1eti%, i%itiati-es i"" see1 to !ri%, first ti*e #sto*ers to Cafe XXXXXX+

e%# esi,% / Pro$#t fferi%,+

?e !e"ie-e t'at t'ere is a"so '#,e pote%tia" it'i% o#r e4isti%, "ie%te"e+ I% t'is respet e !e"ie-e t'ate a% si,%ifia%t" i%rease t'e a-era,e spe%$ per 'ea$+ 5'is 'as !ee% 'e"$ !a1 ! t'e re"ia%e o%as' a%$ i%effeti-e *e%# $esi,%+ 5'e i%tro$#tio% of er'a%t fai"ities i*pro-e*e%t i% *e%# $esi,%& i%tro$#tio% of t'e $ri%1s & $esserts *e%# s'o#"$ a""o #s to *a1e si,%ifia%t i%reases i% t'espe%$ per 'ea$+

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22/22

62. Summar*

Cafe XXXXXX 'as a so"i$ !asis ! 'i' e a% ,ro t'e !#si%ess+ It is i*perati-e t'at e *a1e t'eo%ers'ip tra%sitio% as sea*"ess as possi!"e i% or$er to *ai%tai% o#r e4isti%, "oa" "ie%te"e+

#r resear' 'as s'o% t'at t'ere is ,reat pote%tia" for f#rt'er ,rot'+ ?e ai* to a'ie-e t'is !i*pro-e*e%t i% proesses *e%# *ar1eti%, pro*otio%s ser-ie to t'e #sto*er a%$ ! trai%i%, a%$e*poeri%, o#r '#*a% reso#res+

%e believe that this is the start of a new era of success for Cafe //////(

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