1.

Company Description

Mein Kaffe will be a coffee house or restaurant located in the Ruko Foresta
Business Loft 2 on the Jalan BSD Raya Utama number 21, Pegedangan.
The Mein Kaffee will offer a varienty of choices to the customers. Coffee
and tea of all sorts will be offered. The Mein Kaffe will have many choices of
coffee and tea flavored varieties.
Juice and beverages also will be available. For those who want something
else to drink, both wine and beer will be on sale. The wine and beer can be mixed
with the choosen coffee that the customers want. But, if the customer wants to buy
this menu it must be 21+.
The interior design of the building will focus on projecting a relaxed
atmosphere and nice spot for taking a picture. The bottom portion of the walls will
be forest green with the upper being eggshell white. The carpeting will be forest
green. The table and chairs will be custom made from light oak. The chair
converings will be of forest green material and heavily padded for comfort. The
table tops will be a marbleize forest green laminate. Plants will abound in the gold
pots. The dishes and eating utensils will be mismatched and purchased from
antique and thrift stores. The Mein Kaffee will be from the forties and fifties era.
They will be provided by a local antique business and will be for sale.
Mein Kaffee will be divided into different areas. An advantage to having
different areas is that customers can partake in different activities without
bothering anyone (i.e., discussions or the music will not interfere with those
playing board games or reading).
The emphasis will be on providing a comfortable environment for the
customer where they will want to linger and return many times.

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 2. Product or Services
Mein Kaffe will offer its customers the best tasting coffee beverages in the
area. This will be achieved by using high – quality ingredients and strictly
following preparation guidelines. The store layout, menu listings and marketing
activities will be focused on maximizing the sales of higher margin espresso
drinks. Along with the espresso drinks, brewed coffee and teas, as well as some
refreshment beverages, will be sold in the coffee bar.
Mein Kaffee will also offer its clients pastries, small salads and sandwiches.
For the gourmet clientele that preers to prepare its coffee at home, Mein Kaffee
will also be selling coffee beans.
The menu offering will be supplemented by free books and magazines that
customers can read inside the coffee bar.

 Product Description
The menu of the Mein Kaffee coffee bar will be built around espresso –
based coffee drinks such as lattes, mochas, cappuccinos, and etc. each of the
espresso – based drinks will be offered with whole, skimmed, or soy milk. For
those who doesn’t really like coffee we offering a pure chocolate with topping they
like. Each of these coffee beverage is based on a ‘shot’ of espresso, which is
prepared in the espresso machine by forcing heated water through ground coffee at
high pressure. Such espresso shots are combined with steamed milk or other
additives like cocoa, caramel, etc., to prepare the espresso – based beverages.
Proper preparation techniques are of paramount importance for such drinks.
A minor deviation from the amount of coffee in the shot, the size of the coffee
particles, the temperature of milk, etc., can negatively affect the quality of the
prepared drinks.

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 The example of the menus.

Coffee beverages :
- Americano
- Latte
- Espresso
- Cappuccino

Coffee Products :
- Coffee beans
- Coffee grinders
- Frech presses

Pastries :
- Muffins
- Cakes
- Cookies

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3. Market Analysis
Mein Kaffee launches with an exciting new coffee house concept in a
receptive and steadily growing market segment – the specialty coffee retail
business.
Despite economic downturrns in recent years the specialty coffee
business has been a bright spot. While literally hundreds of businesses in
many categories are facing poor sales, negative balance sheets and even
bankruptcy, coffee chains continue to show strong growth.
It’s clear that Indonesian people love for good coffee continues during
good times and bad.
By launching Mein Kaffee in the Ruko Foresta Business Loft 2 on the
Jalan BSD Raya Utama number 21, Pegedangan. We maximize our potential
for success due to several factors :

- The highly affluent local population

- Ever – changing upscale student population
- Excellent auto and pedestrian traffic by our location
- Low media costs
- High number of local special events
- Prime site location

Mein Kaffee is located at what is arguably one of the best location for
a coffeehouse in Bumi Serpong Damai in the heart of the local people and
business district, near to the AEON MALL and etc.
Mein Kaffee has all the ingredients necessary for immediate success.

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3.1 Market Segmentation
Mein Kaffee customer base in Bumi Serpong Damai is comprised of five
target groups.

1. Affluent local residents

2. Local business people
3. Junior hight school
4. Senior high school
5. College student

These groups are all potentially strong customer segments. The benefits
of this mix customers is that it helps maintain consistent business throughout
the year. Conversely, the studet population is not as strong during the
summer as it is from September through June of each year.

3.2 Target Market Segment Strategy

Overall, our strategy is to maintain a constantly high customer count by
leveraging our appeal to five groups of potensial customers.
Local Residents : approximately 200.000 people live within five miles of
our Mein Kaffee location. The most affluent of these live even closer, within
three miles. It is short 5-10 minute drive to Mein Kaffee for most of our
potential local customers. Excellent public parking is available within 100
yards.
Local businesses : many local businesses that not to far from Mein
Kaffee and housing it just five blocks away. We will also reach business
customers through chamber of commerce activities and by personally
visiting the shops and businesses to distribute discount coupons and menus.
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 Students : the area has more than 30,000 students in several schools,
including nearby city college and private university. Students, most of whom
are under the drinking age, have few place they can go to meet their friends.
Coffeehouses have proven to be very popular with students – even junior or
senior high school students – as ‘in’ place to go that’s also affordable.
To reach students we offer special students discount cards, pass out free
coffee coupons at student events and offer emterainment on weekends.
Students represent an excellent customer segment for several reasons :

- Students bring an energy and youth to the coffeehouse

- By attracting sudents we generate excellent word of mouth
- Students represent a large base of potensial part time employees
- Often under the drinking age, students need an affordable place to
hang out with their friends.

3.3 Industry Analysis

The specialty retail coffee business as we know it today began in 1982
after Howard Schultz purchased the Starbucks name and began the
expansion of the modern Starbucks chain. Prior to his transformation on the
business, Starbucks sold only whole bean coffee.
Starbucks success has encouraged others to enter this potentially
lucrative business. Today there are more than 13,000 coffeehouses in the
U.S. however, compared with Italy, which has 200,000 espresso bars and
coffeehouses, there is still much room for growth. The specialty coffee
retailers association believes the market has not approached maturity and, as
yet, no coffee chain has differentiated itself significantly from the others.

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 Starbucks, once known for quality and customer service, has recentky
come under attack by customers and business commentators for becoming
too big. Their size is the reason why Starbucks in now often called the
“McDonald’s” of a ‘fast food’ purveyor of coffee, it leaves the market open
for a smaller, more nimble competitor like Mein Kaffee, where quality and
service are paramount.

4. Marketing Plan

4.1 Goal :
Generate monthly sales revenues of 25 million rupiah per month of 3%
of the target market within 18 months of opening.

4.2 Objectives :
- Maintain a high standard of food quality and service
- Provide first – rate live entertainment without a cover charge
- Ensure a friendly comfortable atmosphere
- Place monthly ads in neighborhood publications
- Distribute monthly fliers to neighborhood, businesses and churches
- Offer discount coupons
- Maintain and use a customer mailing list

4.3 Target customer

The customer will be between 11 to 50 years old. The income level is
between 250 – 300 million rupiah per year. They will live within seven
miles of Mein Kaffee. They will be white collar workers (managers,
professional, etc.) with expendable income. The education level will range

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from some junior high school, senior hight school, and some college to post
graduate work. A limited number (30%) will come from other areas. This
30% will generally be persons who are coming to see a particular entertainer
or poetry reading. A majority of the customers will be persons who enjoy a
relaxing atmosphere, conversation and table games.

4.4 Estimated Market Share and Sales

Based on the customer profile for Mein Kaffee the following numbers
were compiled. The report used was prepared by My Information using
information obtained through the Facts Report. The report was prepared
using Mein Kaffee as the focal point and delineating numbers by a three,
five, and seven mile radius. For purposes of dermining market share for
Mein Kaffee, a seven – mile radius was used. National statistics show that
most person do not travel more than seven miles to eat or to listen to
entertainment. The report shows that 232,901 persons live in the seven mile
radius. The following is the breakdown of target.

Age percent % of population

11 - 20 16.67%
21 – 30 9.97%
31 – 40 8.15%
41 – 50 6.26%
Total 41.05%

Income % of population
60.000 – 80.000 21.04%

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 40.000 – 59.000 20.80%
25.000 – 39.000 14.92%
Total 56,78%

Education % of Population
Junior High School 15.54%
Senior High School 20.39%
Some College 28,76%
Workers 11.39%
Total 76,08%

4.5 Promotion and Advertising

The advertising and promotion will take a number of avenues. First,
flyers will be distributed in the neighborhood. Ads will be taken out in all of
the Bumi Serpong Damai Area such as, Alam Sutera, Gading Serpong, etc.
these ads will offer 10% off, if the parishioner brings the bulletin with them.
The Mein Kaffee is located not far from AEON MALL, QBIG, and etc.
special events will be promoted with a portion of the proceeds going to the
school. Mein Kaffee ads will be placed in all of the newsletters and radio
offering a 10% discount to anyone who showing their identity card and for
those who study at Bina Nusantara University bring your Binusian Card you
will get a 20% discount. Ads will also be placed in the target junior or senior
highschool and campus areas.

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5. Operations Plan
5.1 Goals
Keep cost of goods sold at or below 30%.provide customers with prompt
and courteous service.

5.2 Objective
- Provide intial training for all employess
- Hold monthly employee meetings
- Have an open door policy for employee suggestions and concern
- Implement the use of the business plan systems
- Have clearly defined job descriptions and duties
- Have an employee policy handbook
- Do employee reviews ever six months
- Customer suggestion box
- Design kitchen and service area to be efficient

5.3 Cash Register

The cash register system will be Quix 3000 Touchscreen. The build – in
system software prints hard or soft guest checks, uses single or multiple
remote printers, and reports and tracks data terminal to terminal, or
throughout the network. Produces management reports for system, terminal,
or revenue center; current and/or to – date totals for :
- Employee or cashier balance reports
- Employee tip reports
- Open and closed check reports
- Time period sales analysis
- Detailed or summarized menu item sales analysis
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6. Financial Plan
Our business model projects that our company will generate over 250
million rupiah in revenue in its first year of operation and at a grossmargin of
65%. Going forward, we expect to pass the break even point and become
profitable near the end of our second year.
Year 1 Year 2 Year 3
Unit Sales
Coffee drinks 51,950 81,340 82,650
Coffee products 6,854 10,600 11,515
Baked goods 23,770 31,976 33,714
Price Per Unit
Coffee drinks 60.000 60.000 70.000
Coffee product 100.000 150.000 150.000
Baked goods 50.000 50.000 50.000
Sales
Coffee drinks 259.750 406.700 413.250
Coffee product 68.540 106.000 115.150
Baked goods 95.080 127.904 134.856
Total Sales 423.370 640.604 663.256
Direct Cost Per Unit
Coffee drinks 15.000 15.000 15.000
Coffee products 50.000 50.000 50.000
Bakes goods 30.000 30.000 30.000
Direct Cost
Coffee drinks 64.937 101,675 103.312
Coffee products 34.270 53.000 57.575

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 Baked goods 47.540 63.952 67.428
Total Direct Cost 146.747 218.627 228.315
Gross profit 276.622 421.977 434.940
Gross Profit 65% 66% 67%

7. Management
7.1 Goal
To have a competent and knowledgeable management staff which
functions as a team.

7.2 Objectives
- Hire experienced, qualified persons
- Conduct weekly management meetings
- On – going training to include outside classes in food service,
management, etc.
- Reviews every six months
- Performance incentives
- Encourage creativity

7.3 Organization
Mein Kaffee will be operated as a Sole Proprietorship. There will be
private investors. However, these investor will be silent investors with a
payoff of investment within three years. These investments will be paid
twice – yearly in equal installments including interest.
Overall management will be the responsibility of the owner. There will
be a general manager and shift supervisors.

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  General Manager
Qualifications :
This position has not been filled. The requirements of the position require
10 year experience in retsuarants, at least five of those years in some type of
supervisory position. A bachelo’s degree in hotel and restaurant management
resume and verifiable references. The candidate will be interviewed and hired by
the proprietor
Job Descrition :
The general manager will report directly to the owner. They will be
responsible for the overall management of the staff. They will work in conjunction
with the owner in ordering supplies, maintaining inventory, handling customer
complaints and scheduling staff. Other duties would include ensuring staff
coverage for all shift and reports to the owner.
 Shift Supervisor
Qualifications :
Must have five years experience. At least three years as a server. They
must be at least 21 years old. They must possess a friendly and outgoing
personality and have good personal hygiene.
The candidate for this position will be required to submit a resume and
applications and will be interviewed and hired by the proprietor and general
manager.
Job Description :
They will responsible for the oversight of the servers, bus person and
hostess on their shift. They will work under the general manager. The shift
supervisor also works in the capacity of a server nd is responsible for waiting
ontables, taking the customers food and drink orders and acting as cashier for their
customer areas clean and sanitary. They aare responsible for helping the assistant
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cook keep the service area stocked. At the end of tgeir shift, they will be required
to complete all side work as assigned.
 Cook
Qualification :
The cooks must have a minimum of three until five years experience.
They must have at a minimum a GED or high school diploma. The cook will
submit a resume and fill out an application. They will be interviewed and hired by
the owner and general manager.
Job Description
The cook is responsible for cooking food served in the restaurant. They
also are responsible for preparing food items in advance and seeing that the service
area is kept stocked. Their responsibility is to see that the kitchen is kept in a clean,
sanitary and working order.

8. Appendices

This is the view of my business coffee named Mein Kaffee. The location at
Ruko Foresta Business Loft 2 on the Jalan BSD Raya Utama number 21,
Pegedangan.

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 The example of Mein Kaffee menus.

9. References
http://sbinfocanada.about.com/cs/businessplans/a/bizplanoutline.htm (Sourc
e: About.com, “Business Plan Outline The Writing a Business Plan Series”)

http://www.businesslink.gov.uk/bdotg/action/layer?r.s=tl&r.l1=1073858805
&r.lc=en&r.l2=1073859137&topicId=1073869162(Source: www.gov.uk,
“Business and self-employed Write a business plan”)

http://articles.bplans.com/writing-a-business-
plan (Source: www.bplans.com, “Business Planning Guide”)

http://www.businessplans.org (Source: www.businessplans.org, “Business

Plan Samples, Software, and Strategy”)

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