EXECUTIVE SUMMARY

• My mission is to provide a friendly, comfortable

atmosphere where the customers can receive quality
food, drinks, and service at a reasonable price.
• My cafe will offer a variety of choices to the
customers.
Cappuccinos, lattes, espressos, smoothies, regular
coffee, soft drinks, and tea of all sorts will be
available.
• The cafe will also serve deli-style breakfast
sandwiches with the freshest ingredients, muffins,
croissants, cinnamon rolls, coffee cake, and other
tasty treats.
• Santiago’s Coffee Cafe will be open from 6:00A.M.
to 10 P.M. Sunday Saturday.

SWOT ANALYSIS
Strengths: Reasonable prices, wide variety of coffee and
drinks, a lot of home-made treats
• Weaknesses: Turn down in the economy, start-up
costs, new business, no reputation
• Opportunities: Job opportunities for the many
unemployed, catering
• Threats: Sharks, Nice Cream, Kardy’s and other local
cafes
MARKET ANALYSIS
Target Market: My target market will be to anyone who
enjoys coffee, but I will mainly target people age 15 and
older, both male and female, and who are of the working
class and students.

• Competition: My competitors would be Nice Cream,

Kardy’s and other local cafes. But major is Kardy’s and
college cafes and fast-food restaurant in nearby vicinity.

• Market Trends: Coffee is the drink of choice for many people

across the world. Every morning millions of people rely on
their morning fix to get going for the day.
 • In India recently the trend is increasing and more and
more urban and semi-urban population is switching to
coffee over tea.
• Growth rate is of the market is around 20% annually and is
expected to remain in double digits over the next decade.
MARKET STARTERGY

I will do as much as I can to get my business

name
known throughout the locality. I plan to make
flyers to put on cars that have my business
name, logo, and address on them. It will also list
the day of opening and will state that if you bring
the flyer in through the first week of opening you
can get 20°Al off any drink of any size. I will also
have two coupons in the local newspaper for
35°Al off any purchase over Rs.100 to create
buzz. I will have reasonable prices, but they
will not be too high or too low.

Logo and Tagline

START-UP COST

RENT: 600,000/Yr

MODERNIZATION/DECO 100,000

FURNITURE: 500,000

EQUIPMENT 500,000

SUPPLIES (INGREDIENTS) 100,000

SALARIES & CERTIFICATION 100,000

ADVERTISING 60,000

ENERGY COST 20,000/Mon

TOTAL START-UP COST TO OPEN

2,000,000
 OPERATING COST
Utility per month (water, fuel and energy) 20,000

Rent per month 50,000

Salaries & Allowances monthly 150,000

Supply of ingredients 100,000

Advertising per month 5,000

Miscellaneous 100,000
EMPLOYEE PAY

Service Staff X 2 (Monthly) 50,000

Manager/Supervisor X 1 (Monthly) 30,000

Cashier X 1 (Monthly) 25,000