Page 1 of 8

LessCaff Café

I. Marketing Plan
A. Product
LessCaff Café sells coffee products specifically caffeine-free and less caffeine with different blends of coffee.
The purpose of the business is to offer alternative coffee-tasting beverages that does not have caffeine for people who are
on a healthy diet, as well as for those who cannot drink coffee with caffeine. Like the other coffee shops, we use the same
ingredients for our products but the difference is that we do not use coffee beans, we use rice coffee or decaffeinated
coffee instead. The main product that the LessCaff Café will serve is the rice coffee. Secondary products are the different
blends the LessCaff Café could make.

PHASE 01: Roasting Uncooked Rice

PHASE 02: Making the Rice Coffee

Adding water to boil

OR
Grinding to make a powder.
Figure 04: Main Product Process
Page 2 of 8
LessCaff Café
From this main product, the business could make different coffee blends. On making the other blends of coffee, it
has the same process but the difference is the business will use rice coffee or decaffeinated coffee as an alternative.
Figure 05: LessCaff Café Menu

B. Place
LessCaff Café will be at Olympian Lane Bldg. Mabini Street, Baguio City. The business will pay the rent at Php
17,000 per month. This location is easy to find and is accessible for everybody. This place is calmer compared to the other
open establishments. LessCaff Café will be located at the second floor of the building and it is near the stairs where it
could easily be found. Many people are passing by outside the building that has been the business’ advantage. Even if
there are a lot of people outside, the place is still quiet and will provide a better study/work place.
Figure 06: Floor Plan
Page 3 of 8
LessCaff Café
C. Price
Compared to other coffee shops, LessCaff Café’s products will be more affordable. This is because the business is
using alternatives for caffeinated coffees. The business wants its products to be affordable for everyone, especially
students. The price is Php 23 only for the main product which is the original rice coffee. For the other blends of coffee, the
estimated price range is Php 50 to Php 130, depending on what type of coffee the customer will choose. For LessCaff
Café’s pastries, it will cost between Php 30 to Php 100.

Products
Rice Coffee Original a. Cost of Production
Rice (0.5 kg.) Php 20.00
Water (4 cups) Php 7.50
Total: Php 27.50
b. Number of yields: 4 cups of Rice Coffee Original
c. Cost of production per piece: Php 27.50/4 = Php 6.88
d. Mark up of 225%: Php 6.88 x 225% = Php 15.48
e. Selling Price: Php 6.88 + 15.48 = Php 22.36 or Php 23.00

Original Decaf a. Cost of Production

Iced Coffee (Decaf/Rice
Coffee Based)
Hot Cocoa Rice Coffee
Rice Coffee Jelly
Decaffeinated Coffee Powder (1 tbsp.) Php 12.70
Water (2 cups) Php 3.75
Total: Php 16.45
b. Number of yields: 2 cups of Original Decaf
c. Cost of production per piece: Php 16.45/2 = Php 8.23
d. Mark up of 150%: Php 8.23 x 150% = Php 12.35
e. Selling Price: Php 8.23 + Php 12.35 = Php 20.58 or Php 21.00
a. Cost of Production
Rice Coffee (1 ½ cup) Php 34.50
Milk (1 cup) Php 13.60
Sugar (1 ½ tbsp.) Php 1.56
Total: Php 49.66
b. Number of yields: 2 cups of Iced Coffee
c. Cost of production per piece: Php 49.66/2 = Php 24.83
d. Mark up of 100%: Php 24.83 x 100% = Php 24.83
e. Selling Price: Php 24.83 + 24.83 = Php 49.66 or Php 50.00
f. Cost of Production
Milk (1 cup) Php 13.60
Cocoa Powder (2 ½ tbsp.) Php 8.38
Rice Coffee Powder (1 tbsp.) Php 0.50
Cinnamon Powder (½ tsp.) Php 1.55
Total: Php 24.03
g. Number of yields: 1 cup of Hot Cocoa Rice Coffee
h. Cost of production per piece: Php 24.03
i. Mark up of 150%: Php 24.03 x 150% = Php 36.05
j. Selling Price: Php 24.03 + 36.05 = Php 60.08 or Php 60.00
a. Cost of Production
Gelatin (4 tbsp.) Php 32.16
Rice Coffee (2 cups) Php 40.00
Sugar (2 tbsp.) Php 1.04
Milk (1 cup) Php 13.60
Page 4 of 8
LessCaff Café
Total: Php 86.80
b. Number of yields: 2 cups of Rice Coffee Jelly
c. Cost of production per piece: Php 86.80/2 = 43.40
d. Mark up of 80%: Php 43.40 x 80% = Php 34.72
e. Selling Price: Php 43.40 + 34.72 = Php 78.12 or Php 78.00
Latte (Decaf/Rice Coffee a. Cost of Production
Based) Milk (2 cups) Php 27.20
Rice Coffee (2 cups) Php 46.00
Total: Php 73.20
b. Number of yields: 4 cups of Latte (Rice Coffee Based)
c. Cost of production per piece: Php 73.20/4 = Php 18.30
d. Mark up of 200%: Php 18.30 x 200% = Php 36.60
e. Selling Price: Php 18.30 + 36.60 = Php 54.90 or Php 55.00
Caramel Latte a. Cost of Production
(Decaf/Rice Coffee Milk (2 cups) Php 27.20
Based) Sugar (4 tbsp.) Php 1.56
Caramel Syrup (4 tbsp.) Php 4.84
Vanilla Extract (1 tbsp.) Php 1.69
Rice Coffee (4 cups) Php 92.00
Total Php 127.29
b. Number of yields: 4 cups of Caramel Latte (Rice Coffee Based)
c. Cost of production per piece: Php 127.29/4 = Php 31.82
d. Mark up of 100%: Php 31.82 x 100% = Php 31.82
e. Selling Price: Php 31.82 + 31.82 = Php 63.64 or Php 64.00
Rice Coffee Milk a. Cost of Production
Marshmallows Rice Coffee (1 cup) Php 23.00
Milk (1 cup) Php 13.60
Marshmallow (2 tbsp.) Php 2.34
Honey (2 tbsp.) Php 18.82
Total: Php 57.76
b. Number of yields: 2 cups of Rice Coffee Milk Marshmallows
c. Cost of production per piece: Php 57.76/2 = Php 28.88
d. Mark up of 100%: Php 28.88 x 100% = Php 28.88
e. Selling Price: Php 28.88 + 28.88 = Php 57.76 or Php 58.00
Milo Rice Coffee a. Cost of Production
Rice Coffee (1 ½ cup) Php 34.50
Milo (5 tbsp.) Php 11.52
Water (1 cup) Php 1.88
Creamer (2 tsp.) Php 1.41
Sugar (1 tbsp.) Php 0.39
Total: Php 49.70
b. Number of yields: 2 cups of Milo Rice Coffee
c. Cost of production per piece: Php 49.70/2 = Php 24.85
d. Mark up of 80%: Php 24.85 x 80% = Php 19.88
e. Selling Price: Php 24.85 + Php 19.88 = Php 44.73 or Php 45.00
Rice Coffee Frappe a. Cost of Production
Rice Coffee (4 cups) Php 92.00
Milk (2 cups) Php 27.20
Sugar (10 tbsp.) Php 3.90
Page 5 of 8
LessCaff Café
Vanilla Extract (1 tbsp.) Php 1.69
Whipped Cream (4 cups) Php 120.00
Caramel Syrup (4 tbsp.) Php 4.84
Total: Php 249.63
b. Number of yields: 4 cups of Rice Coffee Frappe
c. Cost of production per piece: Php 249.63/4 = Php 62.41
d. Mark up of 100%: Php 62.41 x 100% = Php 62.41
e. Selling Price: Php 62.41 + 62.41 = Php 124.82 of Php 125.00

Pastries Price (100% mark up)

Banana Nut Muffin
Apple Cinnamon Muffin
Gluten Free Oats Waffles
Banana Oat Waffles
Keto Pancake
Carrot Cake Pancake
Low Butter Croissants
Oat Croissants
Blueberry Cheesecake
Oreo Cheesecake
a. Cost of production per piece: Php 15.80
b. Selling price: Php 15.80 + Php 15.80 = Php 31.60 or Php 32.00
a. Cost of production per piece: Php 25.63
b. Selling price: Php 25.63 + Php 25.63 = Php 51.26 or Php 52.00
a. Cost of production per piece: Php 29.37
b. Selling price: Php 29.37 + Php 29.37 = Php 58.74 or Php 59.00
a. Cost of production per piece: Php 38.95
b. Selling price: Php 38.95 + Php 38.95 = Php 77.90 or Php 78.00
a. Cost of production per piece: Php 27.40
b. Selling price: Php 27.40 + Php 27.40 = Php 54.80 or Php 55.00
a. Cost of production per piece: Php 33.07
b. Selling price: Php 33.07 + php 33.07 = Php 66.14 or Php 66.00
a. Cost of production per piece: Php 14.78
b. Selling price: Php 14.78 + Php 14.78 = Php 29.56 or Php 30.00
a. Cost of production per piece: Php 46.60
b. Selling price: Php 46.60 + Php 46.60 = Php 93.20 or Php 93.00
a. Cost of production per slice: Php 50.58
b. Selling price: Php 50.58 + Php 50.58 = Php 101.16 or Php 100.00
a. Cost of production per piece: Php 42.62
b. Selling price: Php 42.62 + Php 42.62 = Php 85.24 or Php 86.00
Table 07: Product Pricing

D. Promotion
With billions of people using social media worldwide, social media marketing is a great way to share LessCaff
café products promotional content. Promoting the business product in Facebook is one of the best ways to introduce the
menu that this business will offer. Communicate with the audience online. Social media marketing is a great mediator
between the potential customers and the business brand. Brands have been rewarding loyal customers before this concept
even existed. Whether it takes points and client scores or just simple bonuses at the customer anniversaries, loyalty
programs and patronage rewards follow the path of pull marketing strategies. Rewarding loyal customers is one of the
strategies that this business thought to attract consumer cause the more the loyal customer is the more consumer it will
attract seeing that this business gives best taste for the customer. And just to add, every time we write a letter, we end it
with a hyphen before we add our name to know the receiver who's the letter from. For example "-Juan". As for our cafe,
we'd like our customers to receive our products with this logo, to mark that it's from our cafe, made with care and joy.

Promotion Timeline
Page 6 of 8
LessCaff Café
Time Frame
January 10 — January 24
February 1 — February 28/29
June 1 — August 31
September 1 — December 14
December 15 — December 31
Methods
This season is the best is one of the best times to advertise our cafe.
Considering the weather, January is the coldest month in Baguio City.
LessCaff Café will be offering a 5% discount for loyal customers on
selected products only on a minimum spend of Php 150. They just have to
present their loyalty card.
A perfect way to celebrate love month is to have a healthy cup of coffee.
Additionally, meeting over a cup of coffee is a great way to get to know
someone new. LessCaff Café will be offering buy 2, get 1 free on selected
products only.
The time frame is when the students are going back to school. Students like
to try new things. One of our target customers are students and by the time
they are going back to school, it is nice that they try our rice coffee. The
business will offer a 5% discount on a minimum spend of Php 80.
Ber-months are indeed the most wonderful time of the year. Also, it is
expected that it is cold so having a sip of coffee is a good way to feel
energized and warmth. The business will offer buy 1 get 1 free pastry on
selected products only.
Having a sale on Christmas and New Year is our gift to our costumer. This
is the season where coldness can be felt and coffee is the best companion.
They can have drinks and pastries with a 5% discount without a minimum
spend.
Table 08: Promotion Timeline
Page 7 of 8
LessCaff Café
Figure 07: Promotional Poster

E. People
When starting up a business, one of the factors the entrepreneur should consider is to provide employment to
others that eventually play a vital role in the success of the business. Most business could be known not only about its
good products but also with their friendly, pleasing and respectful employees or workers.

The Staffing Process

Figure 08: Staffing Process

F. Packaging
For the packaging of Lesscaff café, the business will use eco-friendly packaging to help the environment. We all
know that the environment is suffering so this business wants to help by improving the packaging. The increased demand
for alternative packaging is supported by data and demonstrates a clear consumer preference for more environmentally
friendly products. Designers of consumer packaged goods can use innovative solutions to create packaging that meets
consumer expectations, withstands shipping stress, and is environmentally friendly. As much as possible LessCaff Café
will use paper based packaging.
Page 8 of 8
LessCaff Café

Figure 09: Product Packaging

G. Positioning
LessCaff Café will surely be a hit to its target market and consumers. As we started new and fresh because we are
the first cafe to have drinks that are less caffeine. The products will give the business a good impression with their unique
and healthier ingredients because it is not just healthy, but also delicious. Having healthy delicacies and rice coffee that is
naturally caffeine-free will be a great service to customers, especially for those people who are more fond of fewer
caffeine drinks. Aside from the products themselves, the business location plus the interior and exterior design might also
help with the impression it will have on the customers; the peace, tidiness, and calmness. Having a healthy diet with rice
coffee and delicacies while enjoying the atmosphere will gain the customers’ interest and encourage or promote our
business more. They will leave with a good experience, and, will make them go back to LessCaff Café. Additionally, it is
affordable for the customers to satisfy their cravings for budget-friendly coffee products.