Professional Documents
Culture Documents
Fourth Edition
The Business Plan for Your Coffee Shop
Special Offers
ii
The Business Plan for Your Coffee Shop
Fourth Edition
Jack Samson
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The Business Plan for Your Coffee Shop
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The Business Plan for Your Coffee Shop
Introduction ................................................................................................. 1
Customizing the Business Plan ................................................................. 2
Changing the Page Setup.......................................................................... 2
The Page Tab ...................................................................................... 2
Orientation ...................................................................................... 2
Paper Size ....................................................................................... 2
Print Preview .................................................................................... 2
The Margins Tab .................................................................................. 2
The Header/Footer Tab ......................................................................... 2
Changing the Header......................................................................... 2
Changing the Footer .......................................................................... 2
The Sheet Tab ..................................................................................... 3
Changing the Font and Font Size ............................................................... 3
Changing the Color of the Text .................................................................. 3
Adding or Removing Worksheets................................................................ 3
Renaming the Pages in the Spreadsheet ..................................................... 4
Renaming the Pages in the Spreadsheet ..................................................... 5
Adding or Removing Rows or Columns........................................................ 5
Inserting Pictures .................................................................................... 5
Changing the Formulas............................................................................. 5
Excel Help .............................................................................................. 5
Word® Option........................................................................................... 5
Samples and Illustrations ......................................................................... 6
Changing Chart Information ..................................................................... 6
Mutual Non-Disclosure Agreement............................................................ 8
Step One ...................................................................................................... 9
Your Personal Evaluation .......................................................................... 9
Your Net Worth ....................................................................................... 9
Instructions on How to Complete in Excel ................................................ 9
Your Personal Budget ............................................................................... 9
Why This Information Is Important ............................................................ 9
Step Two .................................................................................................... 11
The Cover Sheet...................................................................................... 11
First Impression! ....................................................................................11
Elements of the Cover Sheet ....................................................................11
Complete the Cover Sheet Section ............................................................11
Saving Your Business Plan File..................................................................11
Cover Sheet Sample ...............................................................................13
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The Business Plan for Your Coffee Shop
Step Three.................................................................................................. 14
The Executive Summary.......................................................................... 14
The Basics of the Executive Summary .......................................................14
Applying for Loans or Investors ................................................................14
Information That Should Be Included ........................................................14
Mistakes to Avoid ................................................................................16
Mission Statement ..................................................................................16
The Basics of the Mission Statement ......................................................16
Mistakes to Avoid ................................................................................17
Products and Services .............................................................................17
Complete the Executive Summary.............................................................18
When You Have Completed the Executive Summary ....................................18
Executive Summary Sample.....................................................................19
Step Four ................................................................................................... 22
General Company Description ................................................................. 22
Company Description: Business Plan Basics................................................22
Mistakes to Avoid ...................................................................................23
Company Goals and Objectives.................................................................23
Business Philosophy................................................................................23
Legal Form of Ownership .........................................................................24
Complete the General Company Description Section ....................................24
When You Have Completed the Company Goals and Objectives .....................24
General Company Description Sample .......................................................25
Step Five .................................................................................................... 26
Products and Services Description .......................................................... 26
Competitive Advantages or Disadvantages ..............................................26
Pricing Structures................................................................................26
Products and Services Description: Business Plan Basics ..............................27
Mistakes to Avoid ...................................................................................27
Complete the Products and Services Section...............................................28
When You Have Completed the Products and Services Description .................28
Products and Services Description Sample .................................................29
Step Six...................................................................................................... 31
Start-Up Costs and Capitalization ........................................................... 31
Qualified and Non-Qualified Start-Up Costs ................................................31
Qualified Start-Up Costs .......................................................................31
Non-Qualified Start-Up Costs ................................................................31
Budget Allowances..................................................................................31
Evaluating Start-Up Costs ........................................................................32
Start-Up To Do List .................................................................................33
Start-Up Narrative ..................................................................................34
Instructions on How to Complete in Excel ...............................................35
Complete the Start Up Costs Section .........................................................36
When You Have Completed the Start Up Costs and Capitalization Section .......36
Start-Up Narrative Sample.......................................................................37
Step Seven ................................................................................................. 41
The Marketing Plan ................................................................................. 41
Marketing & Sales: Business Plan Basics ....................................................41
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The Business Plan for Your Coffee Shop
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The Business Plan for Your Coffee Shop
Introduction
There are few very secrets and absolutely no short cuts to preparing a
business plan for a coffee shop. Careful investigation, complete research,
and a through thought process is required to complete an accurate business
plan for a coffee shop.
The real value of creating a business plan is not in having the finished
product in your hand; rather, the value lies in the process of researching and
thinking about your business in a systematic way. The act of planning helps
you to think of things thoroughly, study and research if you are not sure of
the facts, and look at your ideas critically. It takes time now, but avoids
costly, perhaps disastrous, mistakes later.
Throughout this business plan, there will be important notes and tips about
entering information into the business plan spreadsheet template, formatting
the business plan spreadsheet template, Word option narratives, and printing
suggestions and alerts. If you have any problem with these areas, check
the Appendix on page 81 for trouble shooting information related to these
important notes and tips. So when you see these, carefully read the
information!
The Business Plan for Your Coffee Shop is divided into eleven (11) steps.
These steps are:
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The Business Plan for Your Coffee Shop
In Conclusion on page 82
You can customize the business plan and how it looks when viewed on the
computer and when the business plan is printed. Here we explain some of
the basics of customizing the Excel® spreadsheet.
Orientation
Here you can select to view and print your business plan in portrait (vertical)
or landscape (horizontal) format. The default setting is portrait.
Paper Size
Here you can select to and view print in letter, legal or custom paper sizes.
The default setting is letter.
Print Preview
Here you can select to print the business plan from the back to the front, or
vice versa. The default setting is back to front.
Here you can select the margins for your business plan. The default settings
are the recommended settings.
Click on the Custom Header button and you can customize the header for
your business plan. Also notice that you can select a print preview from this
screen that allows you to see the entire page, with headers and footers.
Click on the Custom Footer button and you can customize the header for
your business plan.
After changing the footer, click OK to save your changes.
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¾ Print Area
¾ Print Titles
¾ Print Instructions for:
Gridlines
Row & Column Headings
Comments
¾ Page Order
You can select the entire worksheet or specific text to assign font and font
size to in the workbook and make your changes on the toolbar. You can
have different size fonts on the same page. The default font is Trebuchet MS
and the font size varies. You can select the Formatting Toolbar that will
show the font and font size. It will look like this:
You can select the entire worksheet or specific text to assign font and font
size to in the workbook and make your changes on the toolbar. You can
have many different colors on the same page. The default color is the color
that is on the worksheets now.
You can add worksheets by clicking on Insert, Worksheet. You will want to
click on the tab next to the area where you want to insert the worksheet.
Spreadsheet Note
Important Note Regarding Deleting a Worksheet
WARNING: if you delete a sheet with formulas that extend to other
pages in the spreadsheet, you will receive errors in the formulas. So
be sure you want to delete the worksheet before doing so!
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The pages of the spreadsheet are shown at the bottom of the page as tabs.
To view the different pages, the sheet tabs Sheet tab bar appears at the
bottom of the screen with tab scrolling buttons displayed on the left side.
If the Sheet Tabs are not there, you can restore them by the following:
1. On the Tools menu, click Options.
2. On the View tab, under Window options, select or clear the Sheet tabs
check box.
You will notice that the columns are labeled with letters (A, B, C, etc) and the
rows are numbered. As we go through spreadsheets, we will refer to the
column letter and the row number. The column letter is across the top of the
spreadsheet. The row number is along the left hand side of the spreadsheet.
Each individual block in the spreadsheet is called a cell.
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Select the tab you want to rename. Right click on the tab and select
Rename. Type the new name of the page, but there is a character limit.
You can rows or columns by selecting where you want to add the row or
column. Then select Insert, then row or column.
You can remove an entire row by clicking on the row number (far left) and
selecting Edit, delete.
You can remove an entire column by click on the column and selecting Edit,
delete.
Spreadsheet Note
Important Note Regarding Deleting a Rows or Columns
WARNING: if you delete a cell, row or column with formulas that
extend to other pages in the spreadsheet, you will receive errors in
the formulas. So be sure you want to delete the cell, row or column before
doing so!
Inserting Pictures
You can insert pictures from your computer into the business plan by
selecting the cell where you want the picture to be inserted. Then select
Insert, Picture and browse to the picture you want to insert. Double click the
picture and then format the cell.
Excel Help
Depending on the version you are using, you can use the Help section in the
application and later versions have online extend help resources. Just click
on Help on the toolbar or you can hit F1.
Word® Option
If you are not familiar with how to enter text into the Excel® spreadsheet,
you might find it easier to enter all of the narrative information in the Word®
Option document. If you use the Word® Option document, you will need to
manually enter the page numbers onto each page of your business plan.
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We have provided charts in the Excel® spreadsheet for the information that
bankers, investors, and other lenders want to see in your business plan. The
charts are automatically produced from the information that you enter.
Based on the information that you enter, you may need to change the
information on the axis of the chart. For example, this Chart Example 1 is
from Step One, Personal Net Worth. As you can see, the Income Needed
axis on the left is in the increments of $100,000 and $200,000. The axis
information needs to be changed to make the information look better and
more visible.
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Chart Example 1
Chart Example 2
1. Right click on the Axis that you would like to change and then click the tab
labeled Scale.
2. When you have determined what range of numbers you want to use insert
them into the proper boxes to the minimum and maximum units that you
want to use.
3. With this option you can also change the font, sizing of the font, the
category and alignment.
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Step One
Before starting your coffee shop, you need to have a firm grasp on your own
personal financial situation. For that reason, the first step in preparing your
business plan will be to determine your personal financial picture.
Refer to your Excel® Spreadsheet. The first page is entitled Step 1 -Your
Net Worth.
In viewing the first page of the Excel® spreadsheet entitled Step 1 -Your Net
Worth, you will find that this information is very straight forward and simple,
so a detailed discussion is unnecessary. Just fill in the blanks. At the bottom
of the page, you will see your Estimated Net Worth. The areas in the light
blue color automatically fill themselves in, so do not enter any figures in
these cells. Hopefully, this will be a positive number.
Refer to your Excel® Spreadsheet, Step 1 – Your Net Worth and scroll down
to the section entitled Your Personal Budget.
Again, this information is commonplace and you should know what dollar
amounts to enter into the cells. For instance, in Column C, Row 56, this is
monthly mortgage. If you monthly payments are $1,500.00, enter 1500 in
Column D, Row 56.
You will see that this Personal Budget is for 1 month, 3 months, 6 months,
and 1 year. You should also notice that as you enter your monthly mortgage
payment, the spreadsheet automatically totals the rest of the row. So you
only need to enter the monthly amounts to get the 3 and 6 months totals
and the yearly total.
In starting your coffee shop, you need to have your personal financial
situation firmly planted on the ground. Starting a business is difficult enough
without personal financial problems getting in the way of your success.
If the Total Income Needed (Column D, Row 89) is greater than your Total
Income (Column D, Row 87), you have some financial issues to fix before
starting your coffee shop. We can’t tell you how to fix this problem, but we
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The Business Plan for Your Coffee Shop
can tell you that your will be starting your coffee shop in financial trouble and
that is no way to start a business!
In the example below, the total income is $8,000 a month with monthly
expenses of $4,355. Therefore, there is a surplus of funds monthly for
savings, investment and/or starting a business.
Now, assuming that your personal financial situation is acceptable, you are
ready now to begin preparing The Business Plan for Your Coffee Shop.
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Step Two
First Impression!
The Cover Sheet is the first page of your business plan. The cover of the
document is often the "First Impression" of your shop for any interested
parties or investors. The purpose of a cover is to tell the reader what the
document is about. Your cover sheet should include:
Tip
Important Tip
Cover Sheet
The cover should be attractive and professional looking. Fonts used should be
easily read and color contrasts should be pleasant to the eye.
The information is very basic. You can view an example of a Cover Sheet on
page 13.
To complete the Cover Sheet in Word®, go to the Word® options file and
complete the information.
As you complete the Steps in this business plan, be sure to save your work
often.
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Tip
Important Tip
Save Your Work Often
When you have completed the Cover Sheet, you are ready for the next step
in the preparation of your business plan. So proceed to Step Three, the
Executive Summary on page 13.
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Step Three
If you will be applying for a loan or looking for investors, state clearly how
much you want, precisely how you are going to use it, and how the loan or
investment will make your coffee shop more profitable and successful,
thereby ensuring repayment.
Tip
Important Tip
Applying for Loans or Approaching Investors
If you are going to use your business plan for applying for loans
and especially if you are going to be looking for investors, make sure that
your business plan meets any requirements as it can be construed as a
Securities Offer. You consult with your attorney regarding this matter.
The following are commonly used sub-headings to cover the key points.
Avoid general statements and be sure to clearly articulate key numbers.
• The Company
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• Mission statement
• Management
• Products & Markets
• Sales and Profit Summary
• Funding Requirement
• Investment Proposal
Questions to Address:
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Here are several common mistakes that can make your Executive Summary
less effective:
Mission Statement
You should carefully think through your own personal Mission Statement for
your coffee shop, also referred to as Mission and Vision Statements. You
might write down whatever comes to mind now. The good news is that you
can change, revised, and detail your Mission Statement later on, as you
should with your entire business plan over the years.
The Mission and Vision Statements set the tone for not only your business
plan, but also for your company. They define the path your company will
follow and act as a guiding principle by which your company functions.
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Your Mission and Vision Statements tell your reader what you and your
business are all about - what your company stands for, what you believe in,
and what you intend to achieve.
Economy of words is critical. This doesn't necessarily mean that they should
be short at the expense of effectiveness, but that each word should be
powerful and meaningful. Be clear and concise and make it obvious what
your company is attempting to do.
Here are some of the "don'ts" to avoid when writing your Mission Statement
or Vision Statement:
This is a SUMMARY of the menu products and store services that you will
offer in your shop. The detailed products and services section is in Step 5 of
the business plan.
For now, you might have a good idea of the menu products and store
services that you will offer. Some might include the following:
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Describe each of the menu products and store services you will offer in your
coffee shop. Go into as much detail as necessary for the reader to get an
understanding for what the enterprise will be. Make it interesting. It is
important to point out how your coffee shop is different from other coffee
shops. Just saying "It is better" is not enough. You must tell how it is
better. Every business claims to be "high quality, better service". While a
business must have quality and good service, it is no real selling point, since
the consumer is bombarded with that claim at every turn. One can not bore
a reader into buying their proposal! One must convince them about their
product or service. If it can not be done here, it won’t be done in the market
place when your business starts.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Four, General Company Description.
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Executive Summary
The Company
The company intends to hire six full-time waitresses and six part-time
workers/students to handle day to day operations.
Mission Statement
Management
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Start-up
Funding Requirement
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Investment Proposal
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Step Four
The Company Description section of your business plan should outline your
company’s basic background information and business concept. Explain in
general terms who you are and what you do. It should also cover the history
of your company, how you reached this point, and where you intend to go in
the future. Consider covering the following in your company description
section:
Legal Description
Include details about where and when the company was formed, where and
when it was incorporated, a one line description of what business you are in,
and a brief overview of what your shop offers. If the location of your shop is
important, explain the advantages and benefits to your reader.
Current Status
Provide a snapshot of where your company is today. Are you in one location,
what do you offer to your customers now, how many employees do you
have, and how successful are you? Point out your current strengths, but also
honestly and frankly address your weaknesses. Investors know all
businesses have weak points. You demonstrate business maturity by
acknowledging your weaknesses and outlining steps to combat them.
Future Goals
This section gives your reader an idea of where your company is heading.
What are looking to accomplish over the next 1, 3, 5 and 10 years? Relate
these goals to the investment you seek so an investor understands why you
need their money and what you intend to do with it. Explain the overall
approach for reaching growth and profit goals in optimistic language, but
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make sure it's realistic. It's easy to make rosy projections about the future
of your coffee shop, but it's harder to make them believable.
The company description should clearly explain your shop and the products
and services you offer. This section could be considered the who, what, why,
where, when and how of your company, with the focus on significant
highlights of your business. Here are some of the most common mistakes
that we find in the company section:
• Including far too much detailed information about your business
• Providing information that an investor would consider your "personal
opinion"
• Appearing as though you have no business history or business purpose
• Leaving out important business and legal particulars
• Writing the section in an unorganized or confusing manner
Your goals and objectives for your shop are destinations; where you want
your shop now and in the future. Objectives are progress markers along the
way to measure goal achievement. For example, a goal might be to have a
healthy, successful shop that is a leader in freshly brewed import JavaBest
brand coffee availability and world famous Southern Style® pecan pie.
Objectives might be annual sales targets and some specific measures of
customer satisfaction.
Tip
Important Tip
Goals & Objectives
This particular area of the business plan may be difficult to completely fill out
at this time. You might need additional financial data to reasonable
determine your goals and objectives. Nevertheless, you should make some
notes in on the page and then proceed.
Business Philosophy
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5) What changes do you foresee in your industry, short term and long
term?
6) How will your company be poised to take advantage of the changes
mentioned above?
7) Your most important company strengths and core competencies.
8) What factors will make your shop succeed?
9) What do you think your major competitive strengths will be?
10) What background experience, skills, and strengths do you
personally bring to this new venture?
Describe what legal form of ownership you have decided to form for your
coffee shop; Sole Proprietor, Partnership, Corporation, Limited Liability
Corporation (LLC) and describe why you have selected this form.
Tip
Important Tip
Legal Form
If you haven’t determined the legal form of ownership, you certainly need to
discuss with your attorney and/or accountant. We will provide you some
information here about this, but in no way is this information to be assumed
to be legal advice. Only your professional legal and accounting team can
correctly advice you what you should do in this regard as to the legal form of
ownership of your coffee shop.
For a general discussion on the legal forms of business ownership, please see
Attachment One – A General Discussion on page 84.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Five, Products and Services on page 26.
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The initial goal of the Company will be to gain enough customers in the
first six (6) months of operation to reach a break even point between
expenses and revenue.
Business Philosophy
The Company will provide top quality menu products and store
services to a market consisting of local market area residents. The
coffee industry is a staple growth industry, as rated by Standard &
Poor’s when reporting on the condition of the industry as of December
2007. With an increase in expected population growth, the expected
marketplace will increase 30% over the next three (3) years in the
state of Washington. By gaining a foothold in the next six (6) months
with the Company’s new customer base, the Company will be firmly
situated to take advantage of increases in the marketplace.
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The Business Plan for Your Coffee Shop
Step Five
The Products and Services Description section of your business plan will
describe in detail the products and services you will provide in the course of
your operating your coffee shop.
Here, you will describe in depth your menu products and store services.
Here is a general list of potential products and services, but you will need to
elaborate and breakdown the pricing for each products and services.
You will need to list what factors will give you competitive advantages or
disadvantages. For example, the level of quality or unique or proprietary
features you will offer in your coffee shop.
Pricing Structures
You will need to list what the pricing structures are for the menu products and
store services.
If you have any drawings, photos, sales brochures, etc, these can be shown in
your first Appendix. We have provided an example Appendix One on page 30.
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Tip
Important Tip
Appendixes
The products and services section is one of the most important parts of your
business plan. It's your chance to clearly explain your menu products and
store services, identify their features and benefits, and discuss what needs or
problems they address in the market.
Product Overview
In explaining each of the products you will offer, your reader will want to
know what it is, what it does, and its features and benefits. Consider
including pictures if they would help your reader get a better understanding
of your product.
Service Overview
In explaining each of the services you will offer, your reader will want to
know what it is, what it does, and its features and benefits. Consider
including pictures if they would help your reader get a better understanding
of your service. Write this section with enough information to satisfy an
outsider's need to understand your service without boring them with trivial
details.
The following are the some of the most common mistakes we find in the
products and services description section:
• Failing to identify the benefits of the menu products and store services
(focusing instead on the features)
• Describing the products and services in language that is too technical,
with too many industry specific words or phrases
• Omitting the specific problem the products and services addresses and
how that problem is solved
• Assuming an improved products and services will "sell itself"
• Describing the products and services in terms that are too broad
• Failing to include a third-party evaluation or analysis of your menu
products and store services
• Underestimating the importance of legally protecting your products
and services
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The Business Plan for Your Coffee Shop
Tip
Important Tip
Appendixes
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Six, Start Up Costs and Capitalization on
page 31.
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Appendix One
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Step Six
You will have many expenses before you even begin operating your coffee
shop. It is important to estimate these expenses accurately and then plan
where you will get sufficient capital. This is a research project. The more
thorough your research, the less chance you will leave out important expenses
or underestimate them.
Deductible interest.
Taxes.
Research and experimental costs.
Budget Allowances
Even with the best of research, however, opening a coffee shop has a way of
costing more than you anticipate. There are two ways to make allowances
for surprise expenses. The first is to add a little “padding” to each item in
the budget. The problem with that approach, however, is that it destroys the
accuracy of your carefully thought out plan. The second approach is to add a
separate line item, which we call contingencies, to account for the
unforeseeable. This is the approach we recommend, and you will see a
“Contingencies” line in our spreadsheet.
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Tip
Important Tip
Contingencies
You should talk to other individuals who have started similar coffee shops to
get a good idea of how much to allow for contingencies. If you cannot get
good information, we recommend a rule of thumb that contingencies should
equal at least 20% of the total of all other startup expenses.
When starting a new coffee shop, moving to a new location, opening a new
branch or expanding your shop, there will be start-up or one-time expenses.
Know what these expenses will be by filling in the amounts of dollars
required for each of the items listed below.
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Start-Up To Do List
_____ 1. Know what type of business you would like to start and learn al
you can about it.
_____ 2. Appraise your business strengths and weaknesses.
Be strict and objective.
_____ 3. Conduct thorough research of potential customers,
your industry, your competition, your licensing and
tax requirements, location, and name.
_____ 4. Determine type of business organization
(i.e. Proprietorship, Partnership, or Corporation)
_____ 5. Evaluate possible shop locations. Check physical condition
suitability, traffic flow, parking, utility requirements, and
cost.
_____ 6. Prepare a comprehensive business plan – include
your action timetable.
_____ 7. Decide on your business hours.
_____ 8. Secure necessary capital. (Bank loan, budget to
save, borrow on insurance, etc.)
_____ 9. Obtain needed facilities, equipment, furnishings,
signage, supplies, stock.
_____ 10. Recruit personnel. Establish job descriptions and a
training program.
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Start-Up Narrative
We have provided a sample Start-Up Narrative to help give you an idea of the
way the information can be formatted. See the sample Start-Up Narrative on
page 37.
Explain your research and how you arrived at your forecasts of expenses.
Give sources, amounts, and terms of proposed loans. Also explain in detail
how much will be contributed by each investor and what percent ownership
each will have.
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In the Excel® spreadsheet, you will either enter the dollar amount that you
know will reflect the projected cost of the item to the left or use the best
estimate approach we told you about earlier.
In Column C, these dollar amounts will reflect the actual start up costs while
the dollar amounts in Column G will reflect a gross amount spent over a 3
month period. This is considered your Start-Up Period.
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Loan Interest $0 $0
Loan Capital $0 $0
Miscellaneous $0 $0
Office Supplies $0 $0
Payroll - Administrative Staff $0 $0
Payroll - Sales / Marketing $0 $0
Payroll - Owner / Directors $0 $0
Payroll Taxes $0 $0
Postal / Shipping $0 $0
PR / Advertising $0 $0
Repairs & Maintenance $0 $0
Research and Development $0 $0
Storage $0 $0
Subscriptions & Dues $0 $0
Taxes & Licenses $0 $0
Telecommunications $0 $0
Vehicle Expenses $0 $0
The total amount in Column G represents the total Start-Up Cost for start-up
period.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Seven, The Marketing Plan on page 41.
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The Business Plan for Your Coffee Shop
The Company will use Larry Belcher, CPA for all accounting needs and
functions. The anticipated Audit/Accounting Fees for the Start-Up
Period will be $1,000.
The Company does not anticipate any Capital Acquisitions during the
Start-Up Period.
The Company will not make any Charitable Contributions during the
Start-Up Period, but will consider such expenses based on profitability.
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The Business Plan for Your Coffee Shop
The Company plans to offer Employee Benefits after the first year of
operation, so no allocations have been made for employee benefits for
the Start-Up Period.
The Company plans to lease certain office equipment and may lease
coffee shop equipment and fixtures. The Company estimates that the
Equipment Lease amount will be $2,000.
The Company estimates Financial Charges will be $200 and will result
from credit card finance charges.
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The Business Plan for Your Coffee Shop
The Company estimates that Legal Fees will be incurred in the amount
of $2,000. These costs represent incorporation and filing fees.
The Company has not included Loan Interest which might result from
the Investment Needed Proposal. The Company will revise the Start-
Up Costs for the loan interest costs when the negotiated investment
proposal is completed.
The Company estimates Storage costs to be $100. This cost will result
from storing excess inventory, extra dining room furniture, spare
equipment and parts.
The Company estimates Taxes & Licenses costs to be $300. This cost
will result from municipal business license, occupancy license, and
police, building and sellers permits. Also for regulations that might
include health regulations and requirements, fire safety standards or
regulations, retail sales tax, and/or zoning by-laws.
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The Business Plan for Your Coffee Shop
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The Business Plan for Your Coffee Shop
Step Seven
Every good marketing plan should include two major parts - a definition of
your target market and a specific outline to market, promote and sell your
menu products and store services.
Target Market
It's critical to clearly define your target market in your business plan -
investors expect it. Tell your business plan reader about your customers and
describe their defining characteristics in detail. Include information such as
age, gender, geographic location, income bracket, buying similarities, and
more.
The goal of this section is to build a demographic profile of your typical coffee
shop customer. The more clearly you pinpoint the defining traits of your
customer, the easier it is to construct a marketing program to reach them
effectively.
The information and research included in your target market section should
originate from primary and secondary sources. Primary sources includes
information that you discover or conclude from personal observation and
research, such as personal studies, results of questionnaires, site visits, and
conversations with experts in your coffee industry. Secondary sources
include such sources as journals, books, published reports, government
statistics, or internet findings.
Marketing Program
After you define your target market, you need to determine specifically how
you will reach them. Outline the details and steps necessary to reach
potential customers and convert them from prospects to paying customers.
Tip
Important Tip
Market Avenues and Procedures
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The Business Plan for Your Coffee Shop
• How often will each be used? What will they cost? Why did you
choose these marketing avenues over others?
• What marketing materials will you need? (brochures, website, etc)
• Who will design your marketing materials? What will they cost?
• What is the cost of marketing materials per customer? (You may
choose to include marketing pieces in the appendix of your business
plan)
• Will your shop be able to attract PR? Why will they run your story?
What's the "angle"? Which publications and mediums will you target?
Here are some of the most common mistakes found in the marketing and
sales section:
• Defining your target market too widely and assuming success will
result from simply capturing a "small portion" of this enormous
market.
• Unclear definition of your target market.
• Attempting to attack an entire market instead of a narrow niche.
• Making assumptions about your target market without research or
concrete support.
• Not specifically identifying the mediums you will use to advertise and
promote your products and services.
• Omitting details such as when, where, why and how you will reach
your target customer - along with costs.
• Making the assumption that offering a lower price will lead to
increased sales.
• Underestimating the importance of packaging, brand name, and
reputation.
• Attempting to immediately fill several lucrative but unrelated markets.
• Lacking clarity about how future changes might affect your market.
The Marketing Plan consists of six (6) primary sections and five (5) sub-
sections under Marketing Strategy. Those sections are:
Economics on page 45
Product on page 46
Customers on page
Competition on page 47
Niche on page 48
Marketing Strategy on page 48
Promotion on page 48
Promotional Budget on page 48
Pricing on page 49
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The Business Plan for Your Coffee Shop
You will gather the information necessary for these sections to fit your exact
demographical area. This is not something that can be a “One Size Fits All”
scheme. Someone starting a coffee shop in Chicago, IL will have different
statistics than someone starting a coffee shop in Charlotte, NC. The only
way to gather this information is by conducting market research for your
specific demographical area.
The target market section of your business plan must clearly identify the
current and prospective buyers of your menu products and store services.
Your goal in preparing the target market section is to demonstrate to readers
that you clearly understand who your customers are and how your products
and services directly meet the needs of the marketplace. Properly identifying
your potential customer base also helps to drive overall marketing and sales
strategies that you will include within other sections of your business plan.
Although your product or service may meet the needs of a large constituency
of potential customers, the goal is to define your customer base as
specifically as possible, both quantitatively and qualitatively. Consider the
follow types of characteristics for inclusion in the target market section of
your business plan:
Size
How large is your target market? Are there 1,000 business customers? 10
million potential customers ready to purchase your product or service? Or a
small handful of very large target customers?
Demographics
The demographic traits of your customers often vary based on whether you
are focused on serving the consumer or business markets:
• Consumer - Income, Occupation, Gender, Single/Married, Ethnic
Group, Education
• Business - Industry, Product/Service, Years in Business, Revenue,
Employee Size, Private/Public
Geographic
Where are your customers located? While technology has made location less
of an issue for many companies, it doesn’t mean you should overlook the
importance of defining the geographic location of your coffee shop
customers. Clarifying these issues also helps to ensure that your marketing
and sales strategies/budgets properly match your goals to capture market
share.
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The Business Plan for Your Coffee Shop
Other Characteristics
What are some of the more subjective traits that define your customers?
This might include things such as current buying motivations, perceived
shortcomings of other solutions in the market, and trends/purchasing shifts
likely to occur within your target market.
Naturally, the more you understand your customers, the better your chances
of success. Many times the best approach to answer the target market
question: Who is our customer? Invest time and resources in primary
market research. Conduct simple surveys or focus groups. If feasible, work
with a reputable market research firm to guide you through the process.
At the very least, use the Internet and industry groups to locate market
research studies and statistics for your business plan. These resources can
range from free information available on websites to expensive professional
market research studies prepared by experts in the field.
Here are some of the "don'ts" to avoid when writing the Target Market
section of your business plan:
• Don't assume that everyone is a buyer of your products and services.
• Don't be unclear about the characteristics that define who your target
customers are.
• Don't assume you must have a "huge" target market - a well-defined
target market that your coffee shop can serve is far better.
• Don't jump to conclusions about why your target market needs you -
instead explain how you meet their needs.
• Don't underestimate the value of focus - sell a specific product or
service to a specific group.
• Don't try to attack too many markets at once - particularly if you are a
startup or early-stage coffee shop.
No matter how good your product or service, your coffee shop cannot succeed
without effective marketing. This begins with careful and systematic research.
It is very dangerous to simply assume that you already know about your
intended market. You need to do market research to make sure that you are
on correct track. Use the business planning process as your opportunity to
uncover data and question your marketing efforts. Your time will be well
spent.
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The Business Plan for Your Coffee Shop
Primary market research means gathering your own data. For example,
you could do your own traffic count at a proposed shop location, use the
yellow pages to identify competitors, and do surveys or focus group interviews
to learn about consumer preferences. Professional market research can be
very costly, but there are many books out that show business owners how to
do effective research by themselves.
Tip
Important Tip
Be Specific
Start with your local library. Most librarians are pleased to guide you through
their business data collection. A good way to start is at the SBA site,
http://www.sba.gov/; click the Outside Resources button for a great collection
of resource links. Your Chamber of Commerce has good information on the
local area. Trade associations and publications often have excellent industry
specific data.
You will need to gather information from your market research that will be
able to address these questions and provide facts about your coffee industry:
What percent share of the market will you have? (This is important only if you
think you will be a major factor in the market.)
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The Business Plan for Your Coffee Shop
What barriers to entry do you face in entering this market with your coffee
shop? Some typical barriers are:
You will also need to address how could the following affect your business?
Change in technology.
Government regulations.
Changing economy.
Change in the coffee shop industry.
Product
In the Step Five, Products and Services section, you described your menu
products and store services as YOU see them. Now describe them from your
CUSTOMER'S point of view.
For each product or service that you provide in your coffee shop:
Describe the most important features. That is, what will the product
or service do for the customer? What is special about it?
Now, for each menu product and store service, describe its benefits.
That is, what will the product or service do for the customer?
Note the difference between features and benefits, and think about them. You
build features into your product or service so you can sell the benefits.
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The Business Plan for Your Coffee Shop
Customers
You may well have more than one customer group. Identify the most
important groups. Then, for each customer group, construct what is called a
demographic profile:
Customer Profile
Age
Gender
Location
Income level
Social class/occupation
Education
Group Profile
Industry (or portion of an industry)
Location
Size of shop
Quality/technology/price preferences
Competition
What products and services and other coffee shops will compete with you and
your coffee shop?
Will they compete with you in across the board, or just for certain products
and services, certain customers, or in certain locations?
How will your menu products and store services compare with the
competition?
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The Business Plan for Your Coffee Shop
Niche Market
Now that you have systematically analyzed your industry, your product or
service, your customers and the competition, you should have a clear picture
or where your coffee shop fits into the marketplace.
In one short paragraph, define your niche market; your unique corner of the
market.
Marketing Strategy
Now you can outline a marketing strategy for your coffee shop that is
consistent with your niche.
Promotion
Advertising: what media, why, and how often? Why this mix and not some
other?
Have you identified low cost methods to get the most out of your promotional
budget?
Will you use methods other than paid advertising, such as incentives, word of
mouth (how will you stimulate it?), network of friends or professionals?
What image do you want to project? How do you want customers to see you?
In addition to advertising, what plans do you have for graphic image support?
This includes things like logo design, cards and letterhead, brochures,
signage, and interior design.
Promotional Budget
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The Business Plan for Your Coffee Shop
Pricing
Explain your method(s) of setting prices. For most coffee shops, having the
lowest price is not a good policy. It robs you of needed profit margin;
customers may not care as much about price as you think; and large
competitors can under price you anyway. Usually, you will do better to have
average prices and compete on quality and service in your coffee shop.
Does your pricing strategy fit with what was revealed in your competitive
analysis?
Compare your prices with those of the competition. Are they higher, lower,
the same? Why?
Proposed Location
Probably you do not have a precise location picked out yet. This is the time to
think about what you want and need in a location.
You will describe your physical needs later, in the Operational Plan section of
your business plan. Here in the marketing section, analyze your location
criteria as they will affect your customers.
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The Business Plan for Your Coffee Shop
To complete the Marketing Plan in Word®, go to the Word® options file and
complete the information.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Eight, Sales Forecasts on page 54.
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The Business Plan for Your Coffee Shop
Marketing Plan
Economics
Product
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The Business Plan for Your Coffee Shop
Customers
Customer Profile
Age
Gender
Location
Income level
Social class/occupation
Education
Group Profile
Industry (or portion of an industry)
Location
Size of shop
Quality/technology/price preferences
Competition
Niche
Marketing Strategy
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The Business Plan for Your Coffee Shop
Promotion
How will you get the word out to customers
What advertising media will be used and how often
Why this mix of advertising media
Methods to get the most out of your promotional
budget
Will you use methods other than paid advertising,
such as incentives, word of mouth (how will you
stimulate it?), network of friends or professionals?
What image do you want to project
What plans do you have for graphic image support?
This includes things like logo design, cards and
letterhead, brochures, signage, and interior design
Do you have a system to identify repeat customers
Promotional Budget
How much will you spend on promotions
Before Start-Up
On an ongoing basis
Pricing
Explain your method(s) of setting prices
Does your pricing strategy fit with what was revealed
in your competitive analysis
How does your prices compare with the competition;
higher, lower, the same
Why
How important is price as a competitive factor
What will be your customer service policies
Proposed Location
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The Business Plan for Your Coffee Shop
Step Eight
Sales Forecast
Too many would be entrepreneurs want success so bad, they refuse to listen
or consider the possibility of failure. Somehow, they confuse caution and
reasonable doubt with negative thinking. They are blinded by fantasy and
unrealistic dreams that they believe real.
If you have ample historical sales data, reasonable forecasts are easy; even
calculating the figures with intuition and knowledge of the coffee market can
result in a creditable projection. The problem is new products or companies
with no sales history are difficult to predict. As accurate as the numbers may
appear, it is still a guess. In addition, guesses are based on judgment-good
and bad.
You may be comfortable with statistics or any of the number of methods for
sales forecasting, but be uncomfortable with sales guesses that are too
optimistic. If you want to avoid heartache and money worries, always
question sales projections and never assume they are accurate.
Your financial plan will be highly scrutinized by your business plan reader. All
the ideas, concepts and strategies discussed throughout your entire business
plan form the basis for, and should flow into, your financial statements and
projections in some manner. When it gets down to it, your reader wants to
know if and when your coffee shop will make money and become profitable.
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The Business Plan for Your Coffee Shop
Spreadsheet Note
Important Note Regarding Data Entered Into
Spreadsheet
In this section, you will be entering information about the Sales Forecast for
individual products and services. These sales forecasts are then auto filled to
Step 11, Profit-Loss Statement and Projected Cash Flow. If you add more
products and services than is provided for in the template, you will need to
adjust the cell formulas in the totals for each column on Row 5.
Print Note
Important Note Regarding Printing this Section of the
Spreadsheet
The Projected Cash Flow is formatted to print each month on one (1) sheet of
paper. If you add items in the Revenue and/or Payments section, you might
extend a portion of the spreadsheet to the next page. In this case, you will
need to format the page to correctly print each month properly.
Now that you have described your menu products and store services,
customers, markets, and marketing plans in detail, it is time to attach some
numbers to your plan. Use the Sales Forecast spreadsheet to prepare a
month-by-month projection for your coffee shop. The forecast should be
based upon your historical sales (if any), the marketing strategies that you
have just described, upon your market research, and industry data, if
available.
You may wish to do two forecasts: 1) a "best guess", which is what you really
expect, and 2) a "worst case" low estimate that you are confident you can
reach no matter what happens.
For this section, please refer to the Page 8 of the Excel® spreadsheet entitled
“Sales Forecast”. This is the Twelve-Month Sales Forecast Spreadsheet.
Remember to keep notes on your research and your assumptions as you build
this sales forecast, and all subsequent spreadsheets in the plan. This is
critical if you are going to present it to funding sources.
In Column A, you will list the products and services that you will offer in your
coffee shop. Here you will enter each and every products and services that
you identified in Step 5, Products and Services.
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The Business Plan for Your Coffee Shop
Input your dollar figures for each product or service into the correct columns.
As you will note, Row 3 will total the revenue (sales) from all of the products
and services.
In the beginning, you want to categorize your products and services rather
than list each one separately. You will also need to provide a narrative with
information about each category.
Go to the Excel® Spreadsheet to the tab labeled Step 8 – Sales Forecast. Fill
in the information and save your work.
When you are finished, you have completed an annual sales forecast.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Nine – The Operational Plan on page 57.
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The Business Plan for Your Coffee Shop
Step Nine
The Operational Plan deals specifically with the internal operations of the
company. The following are selected areas that need to be addressed in this
section.
Location
Where will your shop be located? What square footage is needed, in how
many locations? What type of space is it? Office space, dining area, storage,
sales area, retail space for the products? What is the advantage, if any, of
your location? At what point will the goals of the shop exceed the above
mentioned facilities? Provide a layout of your facility in the appendices of
your business plan.
Equipment
Outline and describe the significant equipment needed in the course of
operating your coffee shop, including cost. What does the equipment do and
how do the pieces function together? Will you purchase or lease your
equipment? Why and from whom? Be sure to include food preparation
equipment, vehicles, computers, and office equipment.
Labor
How many employees will you need? Full-time? Part-time? Break them out
by function, number of hours worked, and hourly pay. Describe the skill sets
needed. What are the salaries of those in management, wait staff and
kitchen workers? What are your hours of operation? What criteria are used to
locate and hire quality employees?
Here are some of the most common mistakes found in the Operational
Section of business plans:
• Failing to clearly outline the process by which you sell your products
and services.
• Failing to account for all costs (direct and indirect).
• Failing to assess the delivery process in terms of costs, taxes, etc.
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The Business Plan for Your Coffee Shop
We have provided a sample Operational Plan to help give you an idea of the
way the information can be formatted. See the sample Operational Plan on
page 63.
The Operational Plan explains the daily operation of your coffee shop; its
location, equipment, people, processes, and surrounding environment.
In this step, you will fill out the answers to questions posed in the following
section. Attach supporting documentation as an Appendix (once again, be
sure to keep a chronological order to your Appendixes)
Production on page 58
Location on page 58
Legal Environment on page 59
Personnel on page 59
Inventory on page 60
Suppliers on page 60
Credit Policies on page 60
Managing your Accounts Receivable on page 60
Managing your Accounts Payable on page 61
Production
Product Production
How and where are your products produced?
Explain your methods of:
Production techniques & costs
Quality control
Customer service
Inventory control
Product development
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The Business Plan for Your Coffee Shop
Location
What qualities do you need in a location? Describe the type of location you
will have for your coffee shop.
Physical requirements:
Space; how much?
Type of building
Zoning
Power and other utilities
Access:
What are your requirements for parking, and proximity to freeway, airports,
railroads, shipping centers?
Construction: Most new companies should not sink capital into construction,
but if you are planning to build, then costs and specifications will be a big part
of your plan.
Cost: Estimate your occupation expenses, including rent, but also including:
maintenance, utilities, insurance, and initial remodeling costs to make it suit
your needs. These numbers will become part of your financial plan.
Legal Environment
Personnel
Number of employees
Type of labor (skilled, unskilled, professional)
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The Business Plan for Your Coffee Shop
For certain functions, will you use contract workers in addition to employees?
Inventory
What kind of inventory will be kept: raw materials for food and beverage
production, supplies, finished goods?
Suppliers
Should you have more than one supplier for critical items (as a backup)?
Are supply costs steady or fluctuating? If fluctuating, how would you deal
with changing costs?
You should do an aging at least monthly, to track how much of your money is
tied up in credit given to customers, and to alert you to slow payment
problems.
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The Business Plan for Your Coffee Shop
30 60 90 Over 90
Accounts Receivable Aging Total Current
Days Days Days Days
Client One
Client Two
Client Three
Client Four
You will need a policy for dealing with slow paying customers.
You should also age your Accounts Payable, what you owe to your suppliers.
This helps you plan who to pay and when. Paying too early depletes your
cash, but paying late can cost you valuable discounts and damage your credit.
Over
Accounts Payable Current 30 60 90
Total 90
Aging (discounts?) Days Days Days
Days
Vendor One
Vendor Two
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The Business Plan for Your Coffee Shop
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Ten, Management and Organization on
page 66.
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The Business Plan for Your Coffee Shop
Operational Plan
Production
Location
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The Business Plan for Your Coffee Shop
Legal Environment
Personnel
Inventory
9 What kind of inventory will be kept: raw materials for food and
beverage production, supplies, finished goods
9 Average value in stock (i.e., what is your inventory investment)
9 Rate of turnover and how this compares to industry averages
9 Lead-time for ordering
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The Business Plan for Your Coffee Shop
Suppliers
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The Business Plan for Your Coffee Shop
Step Ten
Who will manage the coffee shop on a day to day basis? What experience
does that person bring to the business? What special or distinctive
competencies? Is there a plan for continuation of the business if this person
lost or incapacitated?
If you will have more than about ten employees, create an organizational
chart showing the management hierarchy and who is responsible for key
functions.
Construct a narrative description for each team member, clarifying his or her
background and intended contribution. This should include:
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The Business Plan for Your Coffee Shop
Board of Directors
Briefly describe who is on your Board and what role they play within your
coffee shop. Briefly list the names, backgrounds, and contributions that will
be made by each board member.
Board of Advisors
Consultants
The last part of your management section should include a brief mention of
the outside consultants you will work with as your coffee shop grows. A
typical list of consultants would include accountants, attorneys, bankers,
insurance agents, and experts such as technology advisors, food prep, wait
staff techniques, and payroll specialists, for example.
Tip
Important Tip
Investors Prefer
Always keep in mind that given the choice between an excellent business
concept with second-rate managers and a mediocre business concept with
top-notch managers, investors prefer the latter.
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The Business Plan for Your Coffee Shop
The following are several common mistakes that decrease the effectiveness
of the management team section of your business plan:
Here, you will list the following information about the individuals that will be
involved in your coffee shop. Be through and attach resumes or information
from websites or brochures about these individuals, if available. This adds to
the creditability of your company’s organization.
Now you are ready to proceed to the next step in the preparation of your
business plan, so proceed to Step Eleven, The Financial Plan on page 71.
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The Business Plan for Your Coffee Shop
Management Team
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The Business Plan for Your Coffee Shop
Board of Directors
Briefly describe who is on your Board and what role they play within
your coffee shop. Briefly list the names, backgrounds, and
contributions that will be made by each board member.
Board of Advisors
Consultants
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The Business Plan for Your Coffee Shop
Step Eleven
Your financial plan will be highly scrutinized by your business plan reader. All
the ideas, concepts and strategies discussed throughout your entire business
plan form the basis for, and should flow into, your financial statements and
projections in some manner. When it gets down to it, your reader wants to
know if and when your coffee shop will make money and become profitable.
In most cases, capital sources expect financial projections for a three to five
year period, and historical statements for the past three years (or since
inception if operating period is less than three years).
Income Statements
Balance Sheets
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The Business Plan for Your Coffee Shop
Cash Flows
Financial Assumptions
Break-Even Analysis
This section explains to your reader which sources you expect to secure
capital from, and what you specifically plan to spend it on.
Financial Ratios
Providing standard financial ratios helps your business plan reader to analyze
how well your coffee shop will perform compared to other companies within
the industry. For existing companies, show the trends over the last 3 to 5
years to outline any improvements in your performance.
Here are some of the most common mistakes found in the financial
projection sections of business plans:
• Failing to include the "Big 3" statements and projections (income
statement, balance sheet, cash flow).
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The Business Plan for Your Coffee Shop
We have provided an illustrative Profit and Loss Narrative to help give you an
idea of the way the information can be formatted. See the Profit and Loss
Statement Narrative included in the Financial Plan found on page 78.
Many business owners think of this as the centerpiece of their business plan.
This is where you put it all together in numbers and get an idea of what it will
take to make a profit and be successful in your coffee shop.
This twelve month forecast will provide you information related to forecast
sales, cost of goods sold, expenses, and profit month by month for one year.
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The Business Plan for Your Coffee Shop
This section will be your Profit-Loss Statement. You need to refer to the
Excel® spreadsheet entitled Step 11 – Profit-Loss Statement. You will find
that most of the financial data has been auto filled and your sales projections
will come from the Sales Forecast you did in Step Eight.
Tip
Important Tip
Keep Notes
If the profit projection is the heart of your business plan, then cash flow is the
blood. Businesses fail because at some point they cannot pay their bills.
Every part of your business plan is important, but none of it means a thing if
you run out of cash.
The point of this step is to plan how much you need before startup, for
preliminary expenses, operating expenses, and reserves. You should keep
updating it and using it afterwards as well. It will enable you to foresee
shortages in time to do something about them; perhaps to cut expenses, or
perhaps to negotiate a loan.
There is no great trick to preparing it: the cash flow projection is just a
forward look at your business checking account.
Use the Profit and Loss Statement for a starting point. For each item,
determine when you actually expect to receive cash (for sales) or when you
will actually have to write a check (for expense items)
Your Cash Flow Projection will show you whether your working capital is
adequate. Clearly, if your projected cash balance ever goes negative, you
will need more startup capital. This plan will also predict just when and how
much you will need to borrow. New loans can be placed on Row 42,
currently labeled Miscellaneous.
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The Business Plan for Your Coffee Shop
Your Cash Flow Projection chart will appear similar to this example:
We have provided an illustrative Profit and Loss Narrative to help give you an
idea of the way the information can be formatted. See the Projected Cash
Flow Narrative included in the Financial Plan found on page 78.
In the Narrative, you will need to explain your major assumptions, especially
those which make the cash flow differ from the Profit and Loss Statement;
Loan payments, equipment purchases, and owner's draws usually do not show
on profit and loss statements, but definitely do take cash out. Be sure to
include them.
And of course, depreciation does not appear in the cash flow at all because
you never write a check for it.
Now, you need to refer to the Excel® spreadsheet entitled Step 11 – Project
Cash Flow. You will see that Row 7, Gross Sales is already filled in from the
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The Business Plan for Your Coffee Shop
Sales Forecasts section of the Excel® spreadsheet. Other rows have been
auto filled from the Profit-Loss Statement.
When you have finished this page in the Excel® spreadsheet, you will have
your twelve month Projected Cash Flow.
In this step of your business plan, explain how you calculated the account
balances on your Opening Day Balance Sheet and you will do this in the
Excel® spreadsheet under the tab Step 11 – Balance Sheet. You will also
need to explain your findings in the Narrative.
When you have completed this spreadsheet, you will have your Opening Day
Balance Sheet.
Break-Even Analysis
From the Excel® spreadsheet in the tab entitled Step 11 – Projected Cash
Flow that you have already prepared, you will be able to determine how many
months it will take before your coffee shop is operating the “black” (at a
profit). This Break-Even Analysis section is a narrative of the results of the
Projected Cash Flow to profitability.
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When you have finished, you will have a good idea of when you can expect to
breakeven in your coffee shop.
Now, you ready to finish up your business plan and you should now go to the
Appendixes section on page 81.
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Financial Plan
This is a narrative to explain the findings of the following:
Revenue
Gross Sales
Less Returns and Allowances
Net Sales
Cost of Sales
Beginning Inventory
Purchases (Net)
Sub-Contractors
Direct Labor
Ending Inventory (Negative)
Expenses
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9 When
9 Are there irregular expenses such as quarterly tax payments,
maintenance and repairs, or seasonal inventory buildup which
should be budgeted
9 Since loan payments, equipment purchases, and owner's draws
usually do not show on profit and loss statements, but definitely
do take cash out, you should include an explanation of these
assumptions
Balance Sheet
Breakeven Analysis
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Appendixes
Here you will list your Appendixes and you should associate a certain
Appendix with a section of the business plan.
The following is a list of all the Tabs (spreadsheet page) required in this
business plan in order of appearance:
Appendix
Name of Tab Tab Number
Spreadsheet Note
Important Note Regarding Tabs
Include details & studies used in your business plan; for example:
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The Business Plan for Your Coffee Shop
You are now ready to format and print your business plan. Depending on the
amount and size of text you used and imputed, the amount of additional
lines in the spreadsheets and the fonts used, and the format you use for the
page setups (portrait or landscape), and the paper you use (letter or legal),
you will need to format the entire workbook. Sometimes, you must use page
setup and set different settings for different pages.
To review how to format and customize your business plan for how it will
look when you view or print it, go to page 2.
Spreadsheet Note
Important Note Regarding Spreadsheet Pages
To view the actual page margins, you can click on File, Page Setup
and then click OK. The page borders will show as a dotted line. You can
then see if the information is going to print on one page or numerous pages.
In Conclusion
Your Business Plan for your coffee shop is complete, or should we say as
complete as it can be for now. A business plan is a work in progress, a never
ending process to plan your coffee shop, revise the projections, adjusts the
expenses, and plan for your overall success. You should revisit your business
plan often. As a rule, you should revisit the business plan at least once every
three months or so for revisions and/or updates to the business plan.
PowerPoint Demonstrations
You can use PowerPoint as a powerful tool in presenting your business plan
to any audience; bankers, investors, employees, partners, etc. PowerPoint
turns your business plan into a “Show and Tell” experience.
PowerPoint is a product for producing slide shows that can incorporate text,
graphics, video, animations, etc. LCD / DLP projectors are known to many
people as "PowerPoint projectors."
The following gives you a quick overview of what you can do in PowerPoint.
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To summarize:
• When you create a presentation using PowerPoint, the presentation is
made up of a series of slides. The slides that you create using
PowerPoint can also be presented as overhead transparencies or
35mm slides.
• In addition to slides, you can print audience handouts, outlines, and
speaker's notes.
• You can format all the slides in a presentation using the powerful Slide
Master.
• You can keep your entire presentation in a single file- all your slides,
speaker's notes, and audience handouts.
• You can import what you have created in other Microsoft products,
such as Word and Excel into any of your slides.
You can even host your business plan PowerPoint demonstration online.
There are many companies that offer this service, such as Glance,
http://www.glance.net.
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The Business Plan for Your Coffee Shop
It is understood and agreed to that the parties to this Agreement would each
like to provide the other with certain information that may be considered
confidential. To ensure the protection of such information and in
consideration of the agreement to exchange said information, the parties
agree as follows:
In addition to the above, Confidential Information shall also include, and the
parties shall have a duty to protect, other confidential and/or sensitive
information which is (a) disclosed as such in writing and marked as
confidential (or with other similar designation) at the time of disclosure;
and/or (b) disclosed by in any other manner and identified as confidential at
the time of disclosure and is also summarized and designated as confidential
in a written memorandum delivered within thirty (30) days of the disclosure.
2. The parties shall use the Confidential Information only for the purpose of
evaluating potential business, employment and/or investment relationships.
3. The parties shall limit disclosure of Confidential Information within its own
organization to its directors, officers, partners, members and/or employees
having a need to know and shall not disclose Confidential Information to any
third party (whether an individual, corporation, or other entity) without prior
written consent. The parties shall satisfy its obligations under this paragraph if
it takes affirmative measures to ensure compliance with these confidentiality
obligations by its employees, agents, consultants and others who are
permitted access to or use of the Confidential Information.
4. This Agreement imposes no obligation upon the parties with respect to any
Confidential Information (a) that was possessed before receipt; (b) is or
becomes a matter of public knowledge through no fault of receiving party; (c)
is rightfully received from a third party not owing a duty of confidentiality; (d)
is disclosed without a duty of confidentiality to a third party by, or with the
authorization of the disclosing party; or (e) is independently developed.
5. The parties warrant that they have the right to make the disclosures under
this Agreement.
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The Business Plan for Your Coffee Shop
8. Neither party shall be liable to the other in any manner whatsoever for any
decisions, obligations, costs or expenses incurred, changes in business
practices, plans, organization, products, services, or otherwise, based on
either party’s decision to use or rely on any information exchanged under this
Agreement.
10. This Agreement states the entire agreement between the parties
concerning the disclosure of Confidential Information and supersedes any prior
agreements, understandings, or representations with respect thereto. Any
addition or modification to this Agreement must be made in writing and signed
by authorized representatives of both parties. This Agreement is made under
and shall be construed according to the laws of the State of
___________________, U.S.A. In the event that this agreement, is breached,
any and all disputes must be settled in a court of competent jurisdiction in the
State of ____________________, U.S.A.
WHEREFORE, the parties acknowledge that they have read and understand
this Agreement and voluntarily accept the duties and obligations set forth
herein.
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Attachment One
This information is for individuals who are ready to start operation and want
instruction on the regulations that affect most small business start ups. You
might want to start by deciding if you want to operate as a proprietor, a
partnership or a corporation.
You will want to know what taxes might affect your business and if you are
going to be employing people in your business, then there are a number of
regulations that may affect you.
This information discusses the basic regulations that are common to most
start ups and does not encompass permits, licenses or regulations that may
be required.
From a legal point of view, there are three common types of businesses: sole
proprietorship, partnership and corporation. Each has different and
important implications for liability, taxation and succession. A lawyer or
accountant can advise you on which is suited to your needs, and undertake
the necessary formalities.
In a proprietorship, one person performs all the functions required for the
successful operation of the business. The proprietor secures the capital,
establishes and operates the business, assumes all risks, accepts all profits
and losses, and pays all taxes. The proprietor is said to be self-employed.
Advantages:
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The Business Plan for Your Coffee Shop
Disadvantages:
- Unlimited liability
- Lack of continuity in business organization in absence of owner
- Difficulty in raising capital
Advantages:
- Ease of formation
- Low start-up costs
- Additional sources of investment capital
- Possible tax advantages
- Limited regulation
- Broader management base
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The Business Plan for Your Coffee Shop
Disadvantages:
- Unlimited liability
- Divided authority
- Difficulty in raising additional capital
- Hard to find suitable partners
- Possible development of conflict between partners
- Partners can legally bind each other without prior approval
- Lack of continuity
Limited liability - normally no member can be held personally liable for the
debts, obligations or acts of the corporation beyond the amount of share
capital the members has subscribed; and
Advantages:
- Limited liability
- Possible tax advantage (if you qualify for a small business tax rate)
- Specialized management
- Ownership is transferable
- Continuous existence
- Separate legal entity
- Easier to raise capital
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The Business Plan for Your Coffee Shop
Disadvantages:
- Closely regulated
- Most expensive form to organize
- Charter restrictions
- Extensive record keeping necessary
- Double taxation of dividends
- Shareholders may be held legally responsible in certain circumstances
- Personal guarantees undermine limited liability advantage
Registering a Corporation
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The Business Plan for Your Coffee Shop
Attachment Two
Information Resources
This information is listed in "The Small Business Directory". For a free copy,
contact your nearest SBA office.
SBA has offices throughout the country. Consult the U.S. Government section
in your telephone directory for the office nearest you. SBA offers a number of
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The Business Plan for Your Coffee Shop
- Small Business Institutes (SBIs), organized through SBA on more than 500
college campuses nationwide. The institutes provide counseling by students
and faculty to small business clients.
Federal Publications
Many federal agencies offer publications of interest to small businesses.
There is a nominal fee for some, but most are free. Below is a selected list of
government agencies that provide publications and other services targeted to
small businesses.
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The Business Plan for Your Coffee Shop
- Books
Many guidebooks, textbooks and manuals on small business are published
annually. To find the names of books not in your local library check "Books In
Print", a directory of books currently available from publishers.
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The Business Plan for Your Coffee Shop
Alabama Alaska
http://www.alabama.gov http://www.state.ak.us
Arizona California
http://www.az.gov http://www.ca.gov
Colorado Connecticut
http://www.colorado.gov http://www.ct.gov
Delaware Florida
http://www.delaware.gov http://www.myflorida.com
Georgia Hawaii
http://www.georgia.gov www.ehawaiigov.org
Idaho Illinois
http://www.accessidaho.org http://www.illinois.gov
Indiana Iowa
http://www.state.in.us http://www.iowa.gov
Kansas Kentucky
http://www.accesskansas.org www.ky.gov
Louisiana Maine
http://www.state.la.us http://www.state.me.us
Maryland Michigan
http://www.maryland.gov http://www.michigan.gov
Minnesota Mississippi
www.governor.state.mn.us http://www.mississippi.gov
Missouri Montana
http://www.state.mo.us http://www.state.mt.us
Nebraska Nevada
http://www.nebraska.gov http://www.nv.gov
New Hampshire New Jersey
http://www.state.nh.us http://www.state.nj.us
New Mexico New York
http://www.state.nm.us http://www.state.ny.us
North Carolina North Dakota
http://www.ncgov.com http://discovernd.com
Ohio Oklahoma
http://www.state.oh.us http://www.ok.gov
Rhode Island South Carolina
http://www.state.ri.us http://www.myscgov.com
South Dakota Tennessee
http://www.state.sd.us http://www.state.tn.us
Texas Utah
http://www.state.tx.us http://www.utah.gov
Vermont Virginia
http://vermont.gov http://www.virginia.gov
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Index
CIC · 93
Column
A Letter · 4
Columns · 5
Account Payables Adding · 5
Aging · 61
Adding/Removing
Account Receivables Warning · 5
Aging · 61
Removing · 5
Accounts Payable
Consultants · 67
Operational Plan · 61
Consumer Information Center · 93
Accounts Receiveable
Consumer Product Safety Commission
Operational Plan · 60 · 93
Advisory Support · 68
Cover Sheet · 11
Aging Elements · 11
Payables · 61
In Excel · 11
Receivables · 61 In Word · 11
Agreement
Sample · 13
Non-Disclosure · 8
CPSC · 93
Allowances
Customizing · Also See
Budget · 31
Spreadsheet:Customizing
Analysis Customizing the Business Plan · 2
Break-Even · 72, 76
Assumptions
Financial · 72 D
DOC · 93
B DOL · 94
Balance Sheet
Opening Day · 76 E
Balance Sheets · 71
Board of Advisors · 67 EPA · 94
Board of Directors · 67 Excel
Break-Even Analysis · 72, 76 Help · 5
Completing Excel Spreadsheet
In Excel · 77 Customizing · 2
In Word · 77 Executive Summary · 14
Budget · See Spreadsheet:Personal Basics · 14
Budget In Excel · 18
Promotional · 48 In Word · 18
Budget Allowances · 31 Mission Statement · 16
Business Philosophy · 23 Sample · 19
C F
Capitalization · 31 FDA · 94
Cash Flow · 72 Federal Publications · 92
Projected · 74 Financial Assumptions · 72
Cell · 4 Financial Plan · 71, 73
Charts Balance Sheets · 71
Changing Information · 6 Basics · 71
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The Business Plan for Your Coffee Shop
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Sections · 42 Partnership · 88
Competition · 47 Proprietorship · 87
Customers · 47
Economics · 45
Marketing Strategy · 48 P
Niche Market · 48
Pricing · 49 Pages · 4, 5
Product · 46 Renaming · 5
Promotion · 48 Viewing · 4
Promotional Budget · 48 Partnership · 88
Proposed Location · 49 Payables
Marketing Program · 41 Aging · 61
Mission Statement · 16 Personal Budget · See
Basics · 16 Spreadsheet:Personal Budget
Mutual Non-Disclosure Agreement · 8 Personal Evaluation · 9
Net Worth · 9
Personnel
N Operational Plan · 59
Philosophy
Narrative Business · 23
Profit-Loss · 73 Pictures
Projected Cash Flow · 75 Inserting · 5
Start-Up · 34 PowerPoint
Net Worth · See Personal Demonstrations · 82
Evaluation:Net Worth Pricing · 49
Non-Disclosure Agreement · 8 Structure · 26
Non-Qualified Start-Up Cost · 31 Primary Market Research · 45
Print · Also See Spreadsheet:Page
Tab:Print Preview
O Product
Benefits · 46
Objectives
Features · 46
Income · 72
Product Overview · 27
Opening Day Balance Sheet · 76
Production
Operational Plan · 57, 58, 61
Operational Plan · 58
Accounts Payable · 61
Products and Services Description · 26
Accounts Receivable · 60
Basics · 27
Basics · 57
In Excel · 28
Completing · 61
In Word · 28
In Excel · 61
List · 26
In Word · 61
Sample · 29
Inventory · 60
Professional Support · 68
Legal Enviroment · 59
Profit Projection · 73
Location · 59
Profit-Loss Narrative · 73
Personnel · 59
Profit-Loss Statement · 73
Production · 58
Projected Cash Flow · 74
Sample · 63
Narrative · 75
Suppliers · 60
Projections
Organization · 66
Financial · 54
Organizational Chart · 66
Promotional Budget · 48
Ownership
Proposed Location · 49
Legal Form · 24
Proprietorship · 87
Legal Forms · 87
Publications
Incorporation · 89
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The Business Plan for Your Coffee Shop
U W
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Notes:
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Notes:
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Notes:
104