EXECUTIVE SUMMARY

We want to launch a hangout place named Cream Bean Café, a kind coffee house located in 414
Nayasharak Rd, Sylhet where our customer can and sit and gossip with their friends. We will
introduce a coffee, coffee flavored ice-cream, bakery, pastry etc. As it is a hangout place so
those who want a hangout place they will also considered as our target group.

We have estimated that we primarily invest 2.5 million taka to launch this business and if we can
get good feedback from customer we will be able to make 4,000 BDT profit per day. As a result,
we will be able to get our return on investment within one and half years.

Sip Coffee, caffeine, Tong, Yummy hut are the leading coffee house in the city. They make
diversified and different flavor of coffees and bakery.

We will try to create a good positioning in customers‟ mind so that we can create a good value
for our brand. Our positioning will be to give unique taste to our customer. We will set the most
reasonable prices for our products. The café will be well appointed with overstuffed leather
chairs and sofas in a library like setting. The café is reminiscent of times gone by – yet is cutting
edge technologically with WIFI and state of the art espresso machines.

We will use integrated marketing communication (IMC) to promote our business so that our
customer came to know our café easily. We will use discount, contest, coupon, quality deals,
loyalty programs, event marketing, direct marketing as our promotional tool in different
situation. We will have a website page and page on Facebook so that customer can easily find us
and access our information.

This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability. This plan includes chapters on the company, products
and services, market focus, action plans and forecasts, management team, and financial plan.

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 2. Company Description

2.1 At a glance:

“CREAM BEAN CAFE”

Fill It to The Rim,With coffee and cream….
413, Nayasarak Rd, Sylhet 3100
Contact No: +8801758560704

Description of Business:
 The Cream Bean Cafe will serve gourmet coffees, espresso and drip coffee, lattes,
smoothies, ice-creams and bakeries. The simple pastry offerings may vary with
seasonality but the primary line will be muffins, breads, cookies, scones, and rolls. All
pastries will be supplied daily by a local bakery. The café will be open for business at
Monday – Thursday 11 AM-10 PM, Fridays and Saturdays 3 PM-9 PM and closed on
Sundays.

Co-owners:
1. Jakia Akther Mitu Address: Rikabibazar, Sylhet.
2. Remon Ahmed Address: Boroikandi, Sylhet
3. Saiful Haque Chowdhury Address: Boroikandi, Sylhet
4. Afsana Begum Jui Address: Modina Market, Sylhet
5. Shahriar Siraz Tanvir Address: Kumarpara, Sylhet

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2.2 Mission: To provide a friendly, comfortable atmosphere where the customer can receive
the best coffee and bakery, quality service and entertainment at affordable price. Our mission
statement will be ‘Fill It to The Rim, With coffee and cream’…

2.3 Vision: Our vision is:

 To capture the cafeteria business in Sylhet & become the highest-ranking café in
Bangladesh.
 To create a unique and innovative environment that will differentiate it from the other
local café.
 To create the best coffee and bakery items at affordable price.

2.4 Goal & Strategy:

 Short term goal: Use the quality of our service and product to soon become well known
by many people.
 Long term goal: Expand this business to other locations.
 Strategy: Work hard to have the best tasting coffee, treats, and service in town and
surrounding areas.

2.5 Keys to Success

The keys to our success will be:

• A superior-tasting product backed by a unique quality store.

• A relaxing, upscale interior design.
• A market that exposes Friends Coffee Shop to high-profile "trend-setters" and
"key influencers".
• Ongoing, aggressive marketing.
• Highly trained and friendly staff.
• Multiple revenue streams including gift items, gift baskets and coffee
gift/frequency cards in addition to coffee, pastry, chocolates, tea, juice, water and
soft drinks.

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 • A dynamic website with online sales capability.

2.6 Ownership & Legal Form: It is a partnership business firm consisting of six
dynamic partners, who are willing to share the capital, profits, and losses of the business equally.

2.7 Company Locations: Cream Bean Café will be located at s 413, Nayasarak Road,
in the heart of the shopping and entertainment area. The location is designed for high volume
year-round, with revenues and profits to match. as location for our business cafe. Because it is
good place where people can go for hangout with their friends. It has many shopping brands like
Maha, She etc, so we can attract shoppers there. Another most important reason to select this
place is it is not too far from our target group (TG).

2.8 Financing Summary: The company’s initial capital is supplied by individual

finance by all the partners. Each one has come to invest ৳5,00,000 and will be the 16.66% owner
of the business. The business anticipates rapid acceptance of the concept with revenues of

৳60,00,000+ in the first fiscal year, rising to more than ৳ 1,20,00,000+ in year three. Net profit

is projected to be approximately ৳ 24,00,000 in year one, growing to an estimated ৳ 48,00,000

by year three. Profit will be distributed equally according to the ownership share.

2.10 Products and Services: The Cream Bean Café’s primary offering is gourmet
roasted coffees with such varieties such as mocha, carmelicious, white mocha, candy bar latte,
and brewed coffee. Complementing the coffee will be a smoothie line including wild berry,
strawberry, peach, mango and lemonade. Rounding out the simple menu line will be pastries
obtained with an outside supplier, freshly made and delivered daily. The pastry offerings may
vary with seasonality but the primary line will muffins, breads, cookies, scones, and rolls.

Evening hours will accommodate a full-service bar and light, weekend, live entertainment.

Reflecting a target niche market, a limited selection of out-of-town newspapers, as well as art,
architecture, cinema, design and lifestyle magazines will be sold. Additionally, the venue will
feature art and products made by Studio plex artists, providing a cross-selling opportunity.

Specialty coffees, espresso-based drinks, desserts and pastries, and light sandwiches will be
available in the coffee shop.

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 3. Industry Analysis
The restaurants and coffeehouses that make up the community of establishments in the area
surrounding The Cream Bean Cafe are quite diverse. Their concepts range from typical fast
food/chain venues to expensive fine dining establishments. However, the predominating nature
of the immediately surrounding restaurants and coffee shops is casual/upscale.

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 of the business, Starbucks sold only whole bean coffee.

There is good number of coffee drinkers in the Bangladesh, amongst them more than 50% of
coffee drinkers consume coffee daily. Coffee drinkers spend an average of 3,65,000 tk on coffee
annually, and drink an average 3.1 cups daily. It's easy to see why coffee is second only to oil as
the largest commodity in the world.

Twenty-five years ago, almost nobody consumed espresso or espresso-based drinks in the
Bangladesh. Now they account, for more than half of all specialty coffee consumed. Obviously,
Bangladeshi people’s coffee-drinking habits are changing.

In the past five years the number of "gourmet" coffee drinkers has increased from 1 million to 5
million. In 2021 10% of all adults in the BD drank specialty coffee. By 2021 the percentage had
grown to 33%. Year after year, the growth continues at sizeable rates.

Bangladeshi bakeries have taken up their retailing business seriously. While there are average
Tiramisus available in all shapes and sizes, the cake experience got a whole lot better with chefs
allowing customers to design their own cakes. Places like Mr. Baker, CFC, Coopers’, etc. allow
customers to pre-emptively design their own cakes or even print a photo on top of the cake.

Our products will try to capture the environmental trends to satisfy our customers. Cream Bean
café will try to fill the gap in the café industry in Sylhet by giving quality food at reasonable
prices.

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 4. Market Analysis
Bangladesh is a country of about 156 million people. The total market size of the soft drink
industry is about 26 million and day by day it is increasing. We have different convenient
product. People are nowadays very much concerned about the market and product conditions.
So, we have a growing prospect of customers of “Cream Bean Cafe”. Among the population we
worked out few segments of customers who will prefer our product most.

4.1 Market Segmentation and Targeting:

We have observed and analyzed the market and based on the nature of the market we segmented
the market in the following sectors:
Geographic Segmentation: Initially it will be Sylhet but if our business makes enough revenue
and popularity we will expand our business in Dhaka as well.

Demographic Segmentation: Individuals, Students, Family, shoppers, businessmen,

professionals, and others. But the main customer base is comprised of four target groups:
1. Affluent local residents
2. Travelers passing through
3. Local business people
4. Students
Psychographics Segmentation: Higher class, Higher mid class and Middle class
Behavioral Segmentation: New generation people, working people, youngsters.

4.2 Target Market Segment Strategy:

Our café will cater to people who want to get their daily cup of great-tasting coffee in a relaxing
atmosphere. Such customers vary in age, although our location close to the shopping malls
means that most of our clientele will be girls, women, shoppers. Our market research shows that
these are discerning customers that gravitate towards better tasting coffee. Furthermore, a lot of
students consider coffee bars to be a convenient studying or meeting location, where they can
read or meet with peers without the necessity to pay cover charges. For us, this will provide a
unique possibility for building a loyal client base.

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Market Demand: We talked with the coffee stall named „Sip Coffee ‟. We came to know
that they sell around 300 cup coffees per day and other snacks are also popular. It shows how
people love coffee. And this is summer season so there is huge demand of ice-cream in market.
So, we can say that there will exist good demand for our coffee flavored ice-cream if we can
launch it successfully.
Market Trends

• Unique products (specialized roasts, local ingredients, locally themed or named

drinks, custom drinks, etc.)
• Games, puzzles, mind benders and other activities that encourage customers to
linger over their coffee
• Hosting or sponsoring local events (entertainment, readings, book clubs, etc.)
• Using technology to creatively compete in marketing with the big chains —
services like FourSquare, Yelp, and Google Places can increase visibility in the
local market.
• Delivering amazing service from knowledgeable baristas — spend lots of time
training staff and utilize online services like the American Coffee & Barista
School
• Selling coffee-related items (and track down any co-marketing opportunities with
a local community college or other student-related group in the area)

4.6 Competitor Analysis

The major competitors of our current market are:
• Sip coffee
• Kaffeine
• Tong | টং - A project of food tastic
• Joynal Tea Store
• King's Confectionery
• Food Lounge
• Black Coffee Drink n Snacks
• Coffee House

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 • Artisan Coffee Co.
Our indirect competitors are:
• Yummy Hut
• Spicy Restaurant
• KFC
• Pizza Hut
•
Competitor’s SWOT analysis:

Strengths Weakness Opportunity Threat

Brand name High competition Introducing Large
Cheaper version unorganized
of coffee market
Ambience and Traditional coffee Tap the smaller Entry of new
service style town players
Large outlets Costly Merchandising

Competition and Buying Patterns

FACT: The coffee house business has grown every year since 1982.
FACT: Not a single coffee house chain has failed during the past 20 years.
Lifestyle factors converge to make the coffee industry strong at all times. The stimulant effect of
coffee is an important reason why many hard-working, fast-paced people consider a stop at their
local coffeehouse a necessary part of their day. Conversely, coffeehouses provide calm, inviting
environment for people to socialize, relax or catch up on work. Entertainment on weekend nights
draws a young group of enthusiastic customers. The surge in interest in coffee drinking among
young people assures a diverse, receptive, sophisticated customer base now and in the future.
Older adults also enjoy the fact that for the relatively modest price of a cup of coffee and snack,
they can meet with their friends, relax or work. Instead of going to a bar and paying for an

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alcoholic drink or a restaurant where a meal usually comes with a hefty price tag, the
coffeehouse is an intimate yet inexpensive venue.

5. Marketing Plan
The Cream Bean Café’s marketing strategy will be focused at getting new customers, retaining
the existing customers, getting customers to spend more and come back more often. Establishing
a loyal customer base is of a paramount importance since such customer core will not only
generate most of the sales but also will provide favorable referrals.

5.1 Positioning
The Cream Bean Café will position itself as a local coffeehouse or a ‘suburban’ coffeehouse
providing a sanctuary for those in the ‘burbs’ without the hassle of having to drive downtown
• By charging similar prices as the large chains – the service and quality of the
product will commensurate with the price
• Amenities such as free WIFI, chess games, comfy overstuffed chairs, create a
relaxing environment
• The market does not need a café offering fast food breakfasts or another after
hours bar.
We will hardly try to make the taste unique so that customer like it and can recall our brand
during usage situation (At the time when they want ice-cream). That means we will give such
different taste to our customer so that once they have it, they will come again and again to take
that different taste.

5.2 Differentiation
Providing the best environment in Sylhet city as compare to the other café. We also provide the
internet facilities and watching movies with projector free.

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5.3 4P’s of Marketing
Products:
Cream Bean Café 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. Cream Bean Café will also offer its
clients pastries, small salads and sandwiches. For the gourmet clientele that prefers to prepare its
coffee at home, Cream Bean Café will also be selling coffee beans.
Our menu will include the followings:

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Pricing

Prices have been determined after a thorough analysis of all food costs for every
item in each drink. In some cases, an average price has been calculated and applied
to all similar drinks in order to keep the menu from confusing the customer.

Coffee

Name Description RegularLarge

Espresso A double shot of straight espresso. 175 300
Caffe Espresso combined with hot water, a gourmet
185 225
Americano brewed coffee.
Cappuccino Espresso with a smooth topping of milk foam. 250 350
Espresso combined with steamed milk, topped with
Caffe Latte  275 325
a small amount of velvety milk foam.
A Caffe Latte combined with Ghirardelli chocolate,
Caffe Mocha  topped with whipped cream and chocolate 300 375
shavings.
Espresso A straight shot of espresso topped with a spoonful
175 250
Macchiato of rich milk foam.
Espresso Con A straight shot of espresso topped with a generous
175 250
Panna dollop of whipped cream.
Espresso Latte Our famous latte made even creamier with half and
250 350
Breve half.
Espresso "Red Espresso combined with our gourmet coffee of the
200 275
Eye" day to get your day going.

Tea

Name Regular Large

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Regular Black 75 100
Green Tea 60 80
Herbal Lemon 80 100
Sweet Pepermint 80 100

Hot chocolates

Name Regular Large

White Hot 200 240
Creamy Hot 230 275
Strawberry Hot 220 260
French Vanilla 200 240

Snacks and Pastries

Name Price (per piece)

Sandwich 140
Plain Cake 60
Cheesecake 65
Doughnut 40
Pastry 100

Drinks

Name Regular Large

Fruit Chiller(Mixed Fruit) 200 250
Smoothie(Mango) 230 280
Grape Juice 200 260
Banana Milkshake 150 180

Promotion

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 • Online Advertising – Cream Bean café will advertise regularly on popular social
media sites, such as Facebook. Compared to traditional print advertising, this is a
cost-effective tactic that will allow them to reach prospects in a highly targeted
way (e.g., based on criteria such as age, gender, geography, etc.).
• Web Site - Cream Bean café will develop a simple Web site, which will provide
basic information about the business, the menu, and links to their presence on the
aforementioned social media channels.
• Radio Advertising - During the first six months of operation, and during the busy
holiday shopping season, the business will advertise on local radio stations.
• Television, Tickets Sales (BPL), Movies, Sales Promotion (Offer coupons, Gifts
vouchers, Café Citizen Cards), Anandabarta- an in-house magazine.

Place

Strategically located outlet (High Street/ Family Entertainment Centres). We will also provide
home-delivery service with extra charge of Tk. 50.

5.4 Sales Strategy

Cream Bean Café will handle the sales transactions. To speed up the customer service, at least
two employees will be servicing clients--while one employee will be preparing the customer's
order, the other one will be taking care of the sales transaction. All sales data logged on the
computerized point-of-sale terminal will be later analyzed for marketing purposes.
In order to build up its client base, Cream Bean Café will use banners and fliers, utilize customer
referrals and cross-promotions with other businesses in the community. At the same time,
customer retention programs will be used to make sure the customers are coming back and
spending more at the coffee bar.

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Sales Forecast: Food costs are assumed at 25% for coffee beverages and 50% for retail beans
and pastries. Proximity to the University campus will dictate certain sales seasonality with
revenues slightly decreasing during the school vacation periods.

5.5 SWOT Analysis

6. Management Team and Company structure

Friends Coffee Shop is owned by its partners. All of us are getting Bachelor's Degree in Business
Administration. Everyone has an enthusiastic entrepreneurial thinking.

6.1 Management Team

However, because of the investors' other commitments they will not be involved into the daily
management decisions at Cream Bean Cafe. A professional manager (tk15,000/month) will be
hired who will oversee all the coffee shop operations.

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Waiter, waitress, cashier, coffee maker, bakery maker will get salary around Tk. 7000-15000.

7. Operations Plan

7.1 Locations: We will set our manufacturing and other working areas in convenient
locations. We will prefer the locations to set up our manufacturing firms, warehouses and
inventories in different core business points of the country where it will be easier to both collect
the raw materials and transport the final goods to the market. Cream Bean Coffee is planned to
operate at 50 square feet space room available in the ground floor. The location of the shop is
accessible to supplier’s delivery van and waste removal.

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7.2 Human Resource: The board of directors will be responsible for the recruiting activities.
Recruiting will be done through written tests followed by interviews.

7.3 Technological Aspects: To create and innovate new quality products we need to use
advanced technology. We need high tech machineries imported from the foreign countries. Not
to mention, skilled people to operate them. We have already studied all the technical aspects and
prepared a list of instruments and their costs. The machinery will be collected when required.
Undercounter Refrigerators

Service/Prep Counter, Ice Machine, Large Refrigerator, Milk Coolers, Cash register, Point of
Sale System, Espresso Machine, Fetco Coffee Brewer, Counters/Condiment bar/shelving etc.
equipment are required to operate our business.

7. Financial Projections

Sales growth will be a minimum of 80% annually, margins excellent, profits at approximately
50%. Marketing cost will remain below 10% of sales. The company will invest residual profits
into financial markets or real estate. Future cash investments will use NPV projections to achieve
maximum return with limited risk.

7.1 Start-up Summary

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The company’s initial capital is supplied by individual finance by all the partners. Each one has
come to invest ৳5,00,000 and will be the 16.66% owner of the business. The business

anticipates rapid acceptance of the concept with revenues of ৳60,00,000+ in the first fiscal year,

rising to more than ৳ 1,20,00,000+ in year three. Net profit is projected to be approximately ৳

24,00,000 in year one, growing to an estimated ৳ 48,00,000 by year three. Profit will be

distributed equally according to the ownership share.

Long term assets: ৳6,20,000

Undercounter Refrigerators ৳10,000

Service/Prep Counter ৳1,20,000
Ice Machine ৳35,000
Large Refrigerator ৳50,000
Milk Coolers ৳10,000
Cash register, Point of Sale System ৳1,40,000
Espresso Machine ৳1,10,000
Fetco Coffee Brewer ৳25,000
Counters/Condiment bar/shelving ৳1,20,000

Short-term assets: ৳1,50,000

Tables, Chairs, Furnishings ৳1,20,000

Persian Carpet ৳10,000
Lighting Fixtures ৳20,000

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 7.2 Important Assumptions
1. The 10-year record of positive growth for specialty coffee drinking will continue at a healthy
rate. The Coffee Association of Bangladesh says that the market is far from saturation and
will not reach maturity until at least 2021.
2. The resilience of the coffee house industry to negative national and world events will
continue. Despite recession and war, the coffee house industry has shown strong growth
every year.
3. Coffee drinks will continue to be considered an "affordable luxury."
4. 150% minimum sales growth rate over the next three years if Cream Ban Café becomes well
known.

7.3 Break-even Analysis

A break-even analysis table has been completed on the basis of average costs/prices. With
fixed costs of Tk50,000 and Tk250 an average sale, we need approximately Tk2,50,000 per
month to break-even.

7.4 Projected Profit and Loss

We project high net profits starting in the first year. Our growth rate is based upon industry
averages, factoring in the local conditions. We expect growth of 70% annually for the first
three years before leveling off at the 200 - 300 customers per day average traffic rate. First
fiscal year gross revenues are expected to exceed Tk60,00,000 and after-20% tax net profits
of approximately Tk2,00,000—increasing to more than Tk4,00,000 by the third fiscal year-
end.

Higher staff salaries, owner/operator salaries, marketing costs and rent for a premium
location depress profits but, conversely, they also ultimately contribute to higher earnings
and profits.

7.5 Pro Forma Profit and Loss (Monthly)

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 Sales Tk 5,00,000

Direct Cost of Sales Tk 90,000

Other Costs of Goods Tk 10,000

Total Cost of Sales Tk 1,00,000

Gross Margin Tk 4,00,000

Gross Margin % 80 %

Expenses

Payroll Tk 50,000

Marketing Tk 50,000

Rent Tk 30,000

Utilities Tk 10,000

Insurance Tk 10,000

Total Operating Expenses Tk 1,50,000

Profit Before Interest and Taxes Tk 2,50,000

Taxes Incurred Tk 50,000

Net Profit Tk 2,00,000

Net Profit/Sales 40 %

7.6 Projected Balance Sheet

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Future assumptions will not be based on past performance but rather on economic cycle activity,
regional industry strength, and future possibilities.

Pro Forma Balance Sheet

Cash Tk 1,00,000

Inventory Tk 1,30,000

Furniture Tk 7,70,000

Total Current Assets Tk 10,00,000

Possession Tk 15,00,000

Total Assets Tk 25,00,000

Accounts Payable Tk 2,50,000

Current Borrowing Tk 50,000

Other Current Liabilities Tk 0

Subtotal Current Liabilities Tk 3,00,000

Long-term Liabilities Tk 2,00,000

Total Liabilities Tk 5,00,000

Paid-in Capital Tk 20,00,000

Total Capital Tk 20,00,000

Conclusions

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If we can successfully launch this café we think it will be a lucrative business. It will help the people to
connect with their friends as it is a hangout place. Initially if we get response from this area we will also
expand our business to other location also. We have also a plan to launch more different items later if we
can be successful in our project.

References
 https://www.bplans.com/coffeehouse_business_plan/executive_summary_fc.php

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 https://www.slideshare.net/ajaypanandikar/marketing-plan-coffee-bar
 www.FastBusinessPlans.com
 https://www.academia.edu/12414175/FRIENDS_COFFEE_SHOP_Business_Plan_B
angladesh_Institute_of_Bank_Management_BIBM_Course_Name_and_Code_Intro
duction_to_Business_501
 https://www.scribd.com/document/330738467/Friends-Coffee-Shop-Business-Plan-
Bangla
 https://businessdaily24.com/open-small-restaurant-bangladesh/

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