To create an ideal environment:
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
To provide the world’s ultimate coffee shop experience with the highest quality products, most inviting stores, friendliest staff, and best value.
Coffee Club will be a coffee house and café that offers pastries, seasonal ice creams, sorbet, wine, and quick menu items. Coffee Club will focus on providing a healthful fare with selections supplied by local bakers, using quality ingredients and minimally processed foods.
The Company is entering the market at a time when the industry in which it operates is experiencing substantial growth. According to market research firm IBIS World, the Coffee & Snack Shops Industry has seen an average annual growth rate of 5.8% over the last five years, positioning industry revenue to be around $47.7 billion in 2018. The Coffee & Snack Shops industry is projected to see an average annual growth rate of 1.4% over the next five years, placing industry revenue at $51 billion in 2022.
Market Analysis Summary
COFFEE & SNACK SHOPS
The Coffee and Snack Shops industry has taken advantage of the rising economic tide over the five years to 2018, posting substantial growth in each year since 2013. As one of the nimblest industries within the broader foodservice sector, coffee, and snack shops have been able to adjust to changing consumer preferences as spending has picked up and consumers have increasingly opted for more convenient and affordable menu items. Stores that once specialized in catering to the unhealthy whims of consumers have strategically shifted to provide healthier, gourmet menu items.
The target market of Coffee Club is as follows
1. High School Students and Professionals
Coffee Club anticipates its food and beverage customers will be high school students aged 17-18 years and professionals aged
between 25 to 59 years working in the proximity of the anticipated location. Regarding the employment scenario, 68% of people aged between 15 and 64 in the US had a paid job, and out of which, around 73% of men had a paid job in comparison to 63% of women.
The following is a listing of the primary competitive advantages of the Company upon entering the market.
- Congenial customer service
- A central location with greater foot traffic
- Parking facility available for customers
- Soothing ambiance for calm eating
- Excellent visibility from the Main Road
- experience and knowledge of the owner
- customer service commitment
- scope and quality of menu items
- restaurant specializing in wholesome food
- intended location is an ideal location having excellent visibility from the main road
- new concept for book lovers
- high foot traffic area
- regular improvement and creativity
- offering competitive prices
- parking and takeaway facility
- appealing display of the food and beverage served
- the eye-catching ambiance of the shop with a book reading section
The company will set up profiles on platforms such as Facebook, Twitter, and Instagram. These will be used to engage its target audience through photos, videos, or information on upcoming deals, discounts and the new arrival.
A well-optimized website with proper site structure, page layout, and clear and easy navigation, along with targeted keywords embedded throughout the site will be constructed and will ensure proper search engine placement and saturation. The Company’s website is an important marketing asset. Along with SEO, the website will be easily navigable, highly informative, and will serve as a platform to generate new business.
Projected Income Statement
Coffee Club intends to deploy its funding to maximize growth and profitability. In the Income Statement table below, gross margin equals sales minus direct costs. The “bottom line” or profit (as measured before and after interest, taxes, depreciation, and amortization) equals gross margin minus operating expenses.
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