Executive Summary
Sunshine Coffee shop’s product and service delivery will stand out from that of the competition. Customers seek always go out for the best of products particularly because it serves to distinguish them from other users of similar products. In the past six years, demand for coffee has exceeded the supplier potential and we intend to capitalize on this shorfall in supply. A growth of thirty percent is predicted in the launching year with sales exceeding ($Canadian) 250, 000. There are positive indicators in the market that the business is bound to grow.
Our main strategies that will ensure that we meet the set goals include:
- Establishing and maintaining mutually beneficial relationships with clients and suppliers.
- Ensuring that the shop gives the optimum profits in the shortest time possible.
- Using technology to ensure that the desired levels of profitability are attained.
- Establish proper channels of communication with potential customers.
- Ensure that the shop gets to be regarded as the best provider both in terms of product quality and customer service.
Highlights
Objectives
- Grow sales from to $ 250, 000 in the first full year of operation.
- Establish strategic relationships with 5-10 Canadian coffee shop suppliers around Cape Breton University and subway
- Increase gross margins from fifteen percent to about 15% in the next two years.
Mission
Our relationship with future clientele will be of utmost importance and this well be made clear by provision of outstanding products particularly in terms of quality. Customers will also be treated to tailor-made services with individuals being allowed to offer suggestions regarding the best way to serve them. We shall remain loyal to our customers and our desire to see economic growth in the city of Sydney will be manifested by practising in honest and accountable business.
Company Summary
Sunshine Coffee shop buys and prepares coffee into drinks alongside their accompaniments including confectionary. Our customers are primarily students from Cape Breton University and the commuters who frequently use the subway.
Company Ownership
Sunshine Coffee shop is privately owned and it’s proprietors and operators are Alawi, Mohammed and Feras.
Start-up Summary
Start-up
Company Locations and Facilities
The Sunshine Coffee house’s shop and office will be located in Sydney, Nova Scotia near Cape Breton University. The shop will initially have the capacity to serve five customers at a time. The shop will have a number of coffee preparation machines as well as a confectionary sections. The shop will serve the purposes of product preparation as well as sales.
Products
Sunshine Coffee shop will deal in coffee and other refreshments as well as in confectionary. Drinks such as tea and coffee will be prepared in the shop while bottled drinks will be purchased from wholesale stores. Most of the sales will take place in the shop.
- Product Description
- Our main line will be coffee and related drinks and refreshments.
- We will also make complementary pieces of confectionaries and other bitings.
- We will also make custom drinks for customers who want more than the standard quality of refreshments brewed.
Competitive Comparison
In order to establish a clear difference between our product and what other coffee shops are offering, we shall ensure that all drinks are served with a quality guarantee. The drinks and accompaniments will also be prepared as per customer’s orders. In addition all products used will be at ninety-five percent above standard quality. The region has thereabouts of five shops dealing in the same business as ours. Adequate research has been carried out and it reveals that once the business is set up, we shall easily get into the competitive spirit and the shop will build a reputation for itself. In addition, a well thought out marketting strategy will serve to distinguish us from the larger market and from our business competitors.
Sales Literature
Sunshine Coffee Shop will work with two main suppliers i.e Supervalue and Walmart who will supply the basic products needed for the coffee shop. Likewise, we shall deal with other Canadian wholesalers, for the supply of some other products each year. Sales will be mainly taken care of by personal selling. Other sales literature will include office delivery, and advertising via posters and Cape Breton’s student magazine as well as flyers distributed around the subway.
Sourcing
The proposed facilities will be located in Sydney, in the state of Nova Scotia. With additional financing, we will be able to acquire a bigger place and increase our service potential to over ten at a go.
Technology
The shop shall employ the partial usage of automated vending machines which will allow us to increase sales without necessarily increasing the number of employees. Computer systems shall also be used to carry out the important task of fincance handling.
Market Analysis Summary
Canada is among countries with the highest number of consumers of coffee as a product. Within the larger coffee market is our target market is the student consumer and the working class citizens. These discerning customers generally prefer to take coffee when meating friends or before th day. Our main plan is to serve the growing “gourmet” coffee market which is associated with easily taking to a popular trend. We estimate that coffee drinks sales in the Canada alone is a ($Canadian) two hundred million market.
Market Segmentation
The potential customer groups for Sunshine Coffe shop are:
- Cape Breton University students, most of whom would like to find an ideal place to have coffee after their classes and late in the evenings.
- Individuals going to work in the morning and on their way home in the evening. While the business grows in customer clientele, we shall ensure that this particular group of individuals is given primary consideration.
Target Market Segment Strategy
Sunshine Coffee shop will primarily focuses on its target market, the Cape Breton student population and the working class subway users, through direct selling via its premises. Aside from this, a substantial percentage of the resources will be dedicated to advertisingto ensure that potential customers ae made aware of the existence of our business. Sunshine Coffee shop will use product sampling to attract the interest of potential customers. Product sampling will be critical in the sales process especially in the initial days. This will be regarded as a chance to assure the customers of the quality of our products, in a way educating them and establishing meaningful relationships.
Market Needs
The volume of coffe consumption has been steadily increasing since the late 1980s. Demand for early morning and late evening refreshments has been steadily increasing as new coffee shops come into the market and participants grow their service and product delivery.
Market Trends
Our target market is one that is already mature and recognizes the disparity between poorly prepared and high quality coffee products. The development of the consumer coffee culture important trend for us. We now have people who are using coffee who will appreciate the age-old drink of well prepared coffee.
Market Growth
The market for coffee drinks is growing at an increasing rate per year, and this increase is projected to be mantained increase. The market for confectionary is growing at an equal rate, and as long as the market for coffee is on an upward trend, so will be the market for associated bitings.
Industry Analysis
The advent of the coffee culture has contribute to the growth of quantities of the product consumed in recent times. The number of coffee shops in Sydney has increased from a handful of well known vendors to tens of shops offering near-smilar products and services. This has increased the competitive nature of businesses in the industry with proprietors struggling to offer the best product and service and at the same time make some money out of their establishments.
Industry Participants
Sunshine Coffee shop will mainly deal in the sale of coffee and other associated drinks. There are approximately five Coffee shops businesses in this market around the Cape Breton University.
Primary competitors will include: Capers convenience and the Cape Breton University Cafeteria.
Distribution Patterns
Eighty five percent of all the coffee drinks produced will be sold at the premises. Prepared coffee will also be delivered to clientele via a phone-in service. The customers will take care of a fraction of the delivery costs.
Competition and Buying Patterns
Customers will only be convinced to choose our products only if they believe in the quality of our service. We will try our level best to build relationships with our customer base. These relationship will ensure that the clients feel more appreciated at the individual level. The Sunshine Coffee Shop label will be used as the mark of quality to substantiate the fact that the product has been prepared while factoring in the highest quality standards. This will be the halmark of success of our product in the market.
Main Competitors
There are around five businesses serving coffee and associated drinks. Our main competitors will be already established coffee shops or cafeterias dealing in the same products like us. The greatest of these competitors are:
- The Cape Breton University Cafeteria which has the advantage of being located within the university premises.
- Capers Convenience which is a coffee shop that has been around for quite a few years and has already won the trust of many people.
Strategy and Implementation Summary
Our strategy is to expand service and product delivery capabilities. This will enable us take care of the requests of customers which current industry players are at the moment unable to address. We intend to ensure that a high amoung of coffee and associated drinks is sold and consumed around premises. Secondly, we will ensure that we increase our revenue through adequate marketing strategies.
SWOT Analysis
Strengths
- Knowledgeable and friendly staff. We will go to great lengths at Sunshine to find workers who have the vision and mission of the company in mind. Our staff be well equiped with the knowledge that the customer is our primary resource and needs to be treated as such.
- Clear vision of the market need. The proprietors appreciate what it takes to build an upscale coffee shop. Customer satisfaction is what will ensure that we get return clients as well as new ones referred to us by word of mouth.
Weaknesses
- A dependence on average earning indiviuals. Sunshine Coffe Shop will be a place for people to meet and share experiences. Unfortunately our target customers will not necessarily have a high spending power and this might deter our expansion.
- High expenses related to maintaining standards. Sunsine will be forced to dedicate a lot of resources to ensure that above average standards are maintained. This may end up reducing the business’ revenue.
Opportunities
- The rise of the coffe culture. As the population of the region increases, so will the need for more meeting and dining places. This will be backed by the growth in the regional coffee culture.
- Attachment of customer’s to new meeting places. Individuals by laws of associations would like to establish personal unwinding zones. The establishment of a new coffee shop into the region will attact those persons who wish to identify new and personal association places.With time the business will be able to grow in such a way that it builds customer loyalty.
Threats
Emerging local competitors. Competition will definitely be a challenge to deal with especially because other emerging businesses can choose to borrow our strategies and put it to their own benefits. Existing coffee shops may see us as a threat to their business and decide to reduce the costs of their products to kick us out of business.
Pricing Strategy
Sunshine Coffee shop stick to the highest levels of quality while ensuring that the prices are kept within an acceptable industry level. For the doorstep delivery option, customers will have to cater for a percentage of the delivery costs.
Sales Strategy
Sunshine Coffee shop strategy focus on attracting as many coffee consumers as possible within a given period of time. These on-premise customers will be very instrumental to our expansion within the as they will give us the advantage of word of mouth marketting.
Sales Forecast
The table below illustrates our sales forecast. We approximate that our sales will have grown to the ten percent mark in 2012. It will then increase by twenty percent in 2013 before settling at a maximum twenty three percent in 2014.
Management Summary
Sunshine Coffee shop management will consist of three full-time employees. Further aid will be solicited on a part-time basis particularly through the use of consultants. This is especially where legal matters are concerned.
Organizational Structure
We are the owners and the employees. We are confident we can make our business successful. Alawi will graduate with BBA in Finance, Mohammed will graduate with BBA in IT, and Feras will graduate with BBA in Marketing. By combining our knowledge together, we may not require a lot of external help. We can set our own business hours and come up with a workable schedule to ensure that the business operations are smoothened out.
Financial Plan
Expansion financing shall be achieved through the usage of both long-term debt and cash flow. Purchase of the required equipment will mainly be funded by borrowed monies. Inventory turnover to be maintained at four in order to guarantee customer satisfaction. Aside from this, the business must raise gross margins of forty-five percent and hold operating costs no more than fifty percent of sales
Start-up Funding
Owner
Alawi, Mohammed and Feras will invest $20,000 in cash, benefits and labor to the start up.
Investors
Sunshine Coffee shop is in the process of negotiating with potential investors for the seed cash needed to start the business. It is expected that $10,000 will be raised to start the business. It is expected that no more than 15% interest will be given to each investor.
Bank Financing
Sunshine Coffee shop is submitting business plans and other requested documents to financial institutions in pursuit of the additional $11,000 needed to finance the rest of the company and provide operating cash for the business. From a research conducted among financing facilities, it is expected that the terms of the loan will require repayment in1 year, at a rate of 5%.
Break-even Analysis
The break-even analysis shows that Sunshine Coffee shop will have enough incoming revenue to keep it in business. The graph below clearly illustrates this point.
Projected Cash Flow
Sunshine Coffee shop expects to manage cash flow over the next three years with the assistance of loans supported by the family and friends. This assistance would be absolutely necessary in order to take care of all the expenses required for establishment of the facility.
Projected Balance Sheet
Business Ratios
The ratios present a vigourous growth plan with the aim of attaining maximum production in a three year period. Profits realized will be on an upward trend each year as introduce new products into the market. An increase in workforce will boost the efficiency of the entreprise and this will further increase the sales and profits as well.