“ I don't need an inspirational quote
I need coffee”
CONTENT
1. EXECUTIVE SUMMARY
2. BUSINESS DESCRIPTION
3. COMPETITIVE ADVANTAGE
4. VISION AND MISSION
5. TARGET MARKET
6. SWOT ANALYSIS
7. FINANCIAL PLAN
8. MARKETING
9. EXIT AND MANAGEMENT STRATEGY
EXECUTIVE SUMMARY
Coffee Express café is a labor intensive business which we want to set up near Central University
that will provide healthy and fresh cuisine to the public as well as a lounging area to relax in
between classes and a place for the students of College to socialize and express their creativity
through music, art and poetry .
As an alternative to the College's cafeteria, our main goal is to serve the staff and students of
College by offering healthy fare at affordable prices.
BUSINESS DESCRIPTION
The location of the business In the early stages is around the campus area. However, we also plan
to expand the market in the office area and participate in certain events.
The coffee drinks served can be enjoyed both cold and hot. With the spread of marketing. It will be
easier for people to enjoy coffee, so there is no need to travel too far.
COMPETITIVE ADVANTAGE
Coffee Express café is the only Café with a lounge area located near campus.
Coffee Express café is the only central located café .
Coffee Express café is currently the only café geared toward satisfying the needs of student
and staff.
Onsite magazines and newspaper for students.
10% discount on the menu items with valid college ID.
Charging station for mobile devices.
Electronics communication board for students.
Open Mic nights for student performances.
VISION AND MISSION
VISION MISSION
Becoming a well-known Beverages Business, Creating interesting and unique and delicious
has many branches and is in great demand coffee drink variants.
by the public and prioritizes quality drinks. Increase marketing reach.
Serving coffee at a more affordable price.
Preserving coffee drinks as part of community
culture local.
TARGET MARKET
Our business market segmentation is very broad, which includes people who like coffee or who
want to drink coffee to support their work. As we know that coffee is one product that we can rely
on to keep our eyes open to get work done.
However, our initial stage will be targeting the market around campus. In addition, with various kinds
of work and assignments, lecturers and students sometimes need coffee to help them not feel
sleepy. With a comfortable place students can also make assignments in peace.
Next we will try to work around the office area. The area was chosen because if they lack sleep in
the morning, coffee can be an alternative product.
SWOT ANALYSIS
STRENGTH WEAKNESS
Quick & motivated staff. Less market date.
Team work. Manual system.
High service culture. Difficult to Estimate capital and profit.
SWOT ANALYSIS
OPPORTUNITIES THREATS
Developing A Direct Relationship with We depend on our business to have high
customers : The good thing in coffee shop quality service, but it may be harder to
business is that it provides you an opportunity attract and keep good customers.
to establish a direct relationship with
The funding budget. Marketing sure the
customer to faces to face.
funds are available for events
Better Customer Experience : By offering
reward program new offer and lunching
new techniques would help you to develop
a better experience for customers.
FINANCIAL PLAN
As a partnership that will consist of 5 members,
we will each contribute Rs 1 lakhs of our saving
for the initial Rs 5 lakh down payment of the
business.
To cover all opening expenses of the business,
we will seek financing in the amount of Rs 25
lakhs, the bank loan will cover initial Rs 1 lakhs in
opening expenses and our first month’s
operating expenses.
MARKETING
College Newsletter.
Facebook and Twitter.
Flyers to promote entertainment events.
Text messages to loyal customers.
Local T.V network commercials.
Sampling events to introduce pedestrians to our
menu items.
EXIT AND MANAGEMENT STRATEGY
Exit Strategy
When our café becomes successful and profitable the management team will
become to a consensus whether to sell or have one of the partner take sole
ownership.
Management Strategy
➢ We want to inspire our employees to keep a positive attitude so all our
customer welcomed.
➢ Our Café is a environment where creativity is encouraged.
➢ Our passion to fulfil the demand of our customers by offering a relaxing
environment where they can network, relax between classes or enjoy lunch
breaks.
