MARKETING PLAN FOR A COFFE SHOP BUSINESS

People nowadays like to drink coffee, they would like a place to dream of as they trying to escape the daily stress
of their lives and just a comfortable place to chill. They want to have a good service when they enter a coffee
shop, they want to feel that they are welcome and you’re overwhelmed to make them as your costumers.

And also by now anybody will look for a nicer place to take their pictures and to post it online to have more likers
and that’s because we have a good background when you a picture, cause they prefer for the better place to
have fun and to have a good memories even if it’s just the interior design of the coffee shop.

They will be enjoying their foods because its served from the heart, you will be delicate state of our coffee. The
other beverages, the cakes of the pastries not on you will be satisfied and be full seeing the design of the Coffee
shop but you will be fared by the foods that we will serve. We have a unique way to find costumers pleasure and
sympathy by giving them the best service that they desire. Employee’s are trained to insure the best coffee
preparation techniques for the costumers.

The ANJA’S COFFEE SHOP is not the typical coffee shop where people go and drink their coffee and get their
books that is free to read it will be having some exceptionable way for the costumers to be entertain while
they’re having their amicable time while they drinking the coffee that they have ordered.

The ANJA’S COFFEE SHOP is your way to have opportunity and finding the love of your life or your destiny,
because our coffee shop is where people go to meet other single person. And to find their partners while
drinking our tasteful coffee. But like the other normal coffee shop just ordering foods and eat, listening to our
music inside the coffee shop reading books that’s all, we just have some other way or some ideas to entertain
our costumer’s. Because we want our costumer’s to be comfortable .

ANJA’S COFFEE SHOP has a unique service called structure conversation system that is quite effective for
allowing singles to meet each other and provide them valuable insight into the other person through reflective
conversation. The structured system provide an atmosphere that the lowers inhibitions and breeds confidence
allowing single to meet other singles and gain insight to their personality by way of thoughtful discourse.

The Foodstuff of our coffee shop is not that to expensive, we promise that we are reliable for your expectation of
your budget ,because we are not that type of those coffee shops that has a high price on their menu but their
foods and Beverages are not that good. We’ll promise for our costumer’s that our foodstuffs has a good value
and not that such big amounts of price so that the teenagers or the students that can’t afford to buy any of those
expensive beverage on the other coffee shop can taste our delicate coffee without them having a problem on the
price that they will pay.
 TARGET MARKET OF OUR BUSINESS

The ANJA’S coffee shop is located in 928 P. Paredes St. Sampaloc Manila,1008 Metro Manila, The ANJA’S coffee
shop will cater to people who want to get their daily cup and great tasting coffee in a relaxing atmosphere. Such
as costumer vary age ,although our location close to the University Campus the most of our clientele will be on
students and faculty.

Our Market research shows that these are discerning costumers that gravitate towards the better tasting coffee.
Furthermor ,a lot of collage students consider coffee shop 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’ s possibility for building a loyal client base.

Majorities of the costumers coming by the place of our coffee shop are the collage students, cause near by a
University, that’s why the coffee shop needs to improve or to enlarge the amount of what’s the order of the
regular customer base of ANJA’S coffee shop, so that they can be spend more and comeback 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.

ANJA’S coffee shop will be divided into different areas. The advantage of having different areas is that
customers can partake in different activities without bothering anyone. The emphasis will be on providing a
comfortable environment for the costumer where they will want to linger and return many times.
 ANALYZING THE COMPETITORS OF OUR BUSINESS

In our place there’s other one coffee shop that has been built up, the problem is the coffee shop has been getting
some costumers because they are there since the ANJA’S coffee shop has been built. We are getting some of the
costumers from them because they are more interested on the interior of the coffee shop, taste of our food
stuck and how much it cost, that’ s why me and my business partner, we concerted the idea of putting a nice
equipment’s for the coffee shop. And the idea of the way of entertaining the costumer by the unique service or
called structure conversation for the single‘s and not into a relationship costumer is working the more the single
costumers is getting to the coffee shop ,the more people is being interested and began to got curios about the
ANJA’S coffee shop and how does the system work of this coffee shop.

We have our own way to maintain our costumer’s and Retain their loyalties to us, the way is not to change any of
the ingredients or we must not change the me nu of the coffee shop because the costumers are adept to they
used to have ordered before, we just have to add some what we want and what are the suitable for the
costumers.

The ANJA’S coffee shop has a defenses to the other’s, because we have the best-seller beverages and foods that
has been popular to our regular costumer and it has been good, so the costumers are going back to buy this
menu. ANJA’S coffee shop will offer it clients pastries, small salads and sandwiches. For the gourmet clientele
that prefers to prepare its coffee at home.

The menu offerings will be supplemented by free books and magazines that costumers can read inside the coffee
shop. The Menu of ANJA’S coffee shop will be built around espresso based coffee drinks such as lattes, mocha,
cappuccino’s, etc. Each of the espresso-based drinks will be offered with whole, skimmed, or soy milk. Each of
these coffee beverages is based in ‘shot’ of espresso, which is prepared in the espresso machine by forcing
heated water through ground coffee at high pressure. Such as espresso shots are combined with steamed milk /
or other additives like cocoa, caramel, etc. To prepare the espresso techniques are paramount importance such
drinks.

That is the defense of our coffee shop to the other’s making a good coffee, beverages and doing all the right
thing to do will be access the success of the coffee shop, because if you can handle it properly it will never be
lost to you and all the hardships will be repay.
 SETTING A GOAL FOR OUR BUSINESS

They are various of plans for our business ,ANJA’S will make its best effort to create a unique place where
costumer’s can socialize with each other in a comfortable and relaxing environment while enjoying the best
brewed coffee or espresso and pastries in town. We will be in the business of helping costumer’s to relieve their
daily stresses by providing piece of mind through great ambience, convenient location, friendly customer service,
and products of consistently high quality.

ANJA’s coffee shop will invests profits to increase the employee’s satisfaction while providing stable return to its
shareholders. The Goals of the business are to provide a substantial income and to create a business and working
environment where both the costumer and employee are treated with dignity and respect. We strive to treat our
costumer respectfully as our guest; We intend to offer our guest service that is prompt, efficient, friendly, and
relaxed. Our coffee shop will provide a pleasant, welcoming environment, and will maintain a clean and attractive
coffee shop at all times.

The ANJA’S coffee shop’s Objectives for the first year of operations are to become selected as the “ Best New
Coffee shop In The Area” by the local restaurant guide, next is turn profits from the first month of operations,
Maintain a 65% gross margin. Personal Income in excess of 2,546,975.00 pesos per year within three years,
create a base clientele of persons who live and work in the area. These persons will like a relaxed atmosphere
where they can “hangout”. For the employee’s, Competent employee’s at least 51% from low income
neighborhoods who are committed and loyal.

And for the product we aim to serve the best quality and the most interesting varieties of coffee’s and the others
beverages, foods and accomplishments at all times to everyone. ANJA’S coffee shop wants to be great place to
work. We aim to create a positive, respectful workplace and to empower our staff to be themselves and to
achieve their fullest potential. Our plan also is to have a other brunch if this coffee shop will become successful
because in my observation many people are searching for our coffee shop but the issue is they can’t come to
where it is located that’s why we will be able to construct other branches for those people who always searching
mostly for our coffee shop.
 OUTLINE STRATEGIES FOR OUR BUSINESS

The ANJA’S coffee shop will handle the sales transactions. To speed up the costumer service, at least two
employee’s will be servicing clients while one employee will be preparing the costumer’s order, the other one
will be taking care of the sales transaction. All the sales data logged on the computerized point-of-sale terminal
will be later analyzed for marketing purposes.

In order to build up it’s client base, ANJA’S coffee shop 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 costumers are coming back and spending more at the coffee shop. The design of the
coffee shop will be both visually attractive to costumer’s it will be a good help for the shop to at least occur with
a presentable view of the Interior.

Attracting costumer’s who find value in the ANJA’S coffee shop offering and who will frequent the shop regularly
in order to meet like- minded single people or costumers, Excellent costumer service, And Maintaining a cost
of goods on foods below 50%. To achieve all of those objective we need to improve our products so that we can
have a costumers that they can enjoy and will be having an interest to our coffee shop. We should be more
responsible on making up some decision for the business on how to catch-out all of those Plans, goals and
objective for the business.We need an employee’s that can be trusted to help us for making our business more
successful and to have those Triumph that we really want.
 SET A BUDGET FOR OUR BUSINESS

This section will offer a financial overview of the ANJA’S coffee shop as it relates to the marketing activities. The
section will address break even analysis, sales forecast, expenses forecast, and how those link to marketing
strategy.

The Financial Plan of ANJA’S coffee shop will capitalize on the strong demand for high-quality gourmet coffee.
The owners have provided the company with sufficient start-up capital. With successful management aimed at
establishing and growing a loyal customer base. ANJA’S coffee shop will maintain a healthy 65% gross margin,
which combined with reasonable operating expenses, will provide enough cash to finance further growth.

The total needed capital for ANJA’S coffee shop is 5,000,000,00 pesos, the each owners contribution is
2,000,000,00 pesos and the remaining 1,000,000,00 pesos is from the investors and family members .The
amount needed in loans is 1,937,715,00 pesos for equipment. 1,176,365,00 pesos for remodeling, and
1,546,678,00 pesos for operations .This is total of 3,660,758,00 pesos.

The facilities, the premises we have chosen are at 928 P. Parede’s St. The space feature:
2,000 square feet indoor space in a modern, well maintained building in an excellent location
Approximately 500 square feet of outdoor patio space, with lockup racks for bicycle’s
Existing zoning for restaurant usage
A four-year lease at 40,000/ per month
For Staffing, two full-time and four to six part-time baristas will be hired at industry standard wages. Baristas will
be trained at a regional barista training academy. The two full-time employee’s are previous employee’s of the
owners. The part time employee’s will be source from the local post-secondary institutions. Owners and staff will
share all regular duties, including taking orders, making coffee/ tea, clearing tables, restocking, dish-washing,
maintaining, washroom facilities etc. To increase employee loyalty, a bonus/ profit sharing system will be put in
place.

For the Equipment of the coffee shop, the following will be purchased:

Commercial grade La Marzocco Espresso Machine 100,000 pesos, Espresso grinder 76,548.75 pesos ,Glass door
fridge 56,000 pesos, Dish washer 75,000.00 pesos, Microwave 35,000.00 pesos, Misc, shelving, storage bins, etc.
25,000.00 pesos.

Maintenance contracts for the equipment will be negotiated with local vendors. For our Supplies, we negotiated
an agreement with Murphy’s coffee wholesalers to supply premium gourmet Columbian coffee/ Espresso beans
with two days shipping, milk, nuices, soft drinks ,fruit, etc. Will be sourced from the local Costco.

Muffins, scones, cookies, yogurt fruit cups and sandwiches will be supplied on a daily basis by Jody’s Catering.
 THE ANJA’S COFFEE SHOP OWNER’S ADVICE!!

RUNNING A FINANCIAL VIABLE CAFÉ IS NOT JUST ABOUT GOOD BRANDING, A GOOD COFFEE,
AND A GOOD COSTUMER EXPERIENCE. IT’S ALSO ABOUT CAREFUL PLANNING, UNDERSTANDING
YOUR PROFIT MARGINS, AND REDUCING YOUR COST

. SO MAKE SURE THAT YOU REALLY KNOW YOUR BUSINESS. WORK OUT HOW MUCH YOU NEED
TO MAKE, HOW MUCH YOU NEDD TO SERVE, AND HOW MUCH STOCK AND STAFF YOU REALLY
NEED.

BECAUSE KNOWLEDGE AND PLANNING TRULY ARE KEY TO SUCCESS IN THE CAFÉ INDUSTRY
Republic of the Philippines
Department of Education
Catarman Northern Samar
Special Program In The Arts

MARKETING PLAN

Jana Marie A. Brin

Angela R. Pagkaliwangan

S.Y 2019-2020