MAPA COFFEE SHOP

Purok Petchay, Barangay Gil Montilla, Sipalay City, Negros Occidental

ALBERT J. SANTA ANA JR.

JOAN CLOID HERHER
JENALD PELARIO
IRENE BAJO

BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

OCTOBER 2023
 COMPANY DESCRIPTION

Company Objectives

Mapa Coffee Shop 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 University
campus and New Government Center means that most of our clientele will be college students and
faculty and government employee. Our market research shows that these are discerning customers
that gravitate towards better tasting coffee. Furthermore, a lot of college 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.

Company Vision

We aim to maintain an industry-standard 60% gross profit margin and reasonable operating expenses,
and to produce reasonable profits in the second and third year.

Company Mission

The keys to success will be:

 Store design that will be both visually attractive to customers, and designed for fast and
efficient operations.
 Employee training to insure the best coffee preparation techniques. These will be measured by
word of mouth, return customers, reviews on Facebook and Twitter. We will be very aware of
what is being said and will be making constant changes to make sure our customers know
they are being heard.
 The best products – freshest coffee beans, cleanest equipment, premium serving containers,
consistent flavor.
 Hired for attitude so that we always have a friendly, enthusiastic staff to make customers feel
welcome and appreciated; constant staff training to assure best quality possible.

Who the founders are

Mapa coffee shop majority-owned by Albert J. Santa Ana Jr., Irene P. Bajo, Jenald Q. Pelario, and
Joan Cloid Herher holds a bachelor’s Degree in Hospitality Management from the University of
Central Philippines State University-Sipalay Campus. Owners will not be involved into the daily
management decisions at Mapa Coffee Shop. We will hire a professional manager who will oversee
all the coffee bar operations. Three full-time baristas will be in charge of coffee preparation. They will
hire two more part-time employees to fulfil the staffing needs. In the second and third year of
operation will add additional employees if and when needed.

Location and Geographical markets served or where you have a presence

Mapa coffee bar will be located on the ground floor of the commercial building at the front of New
Government Center and the highway’s side. The company has secured a one-year lease of the vacant
2,500 square feet. The lease contract has an option of renewal for three years at a fixed rate that Mapa
Coffee bar will execute depending on the financial strength of its business.

The floor plan will include a 200 square feet back office and a 2,300 square feet coffee bar, which will
include a seating area with 15 tables, a kitchen, storage area and two bathrooms. The space in the
coffee bar will be approximately distributed the following way–1,260 square feet (i.e., 55% of the
total) for the seating area, 600 square feet (26%) for the production area, and the remaining 440
square feet (19%) for the customer service area.

Current status and Stage of business

Expansion: Assuming this store is successful, it will be the first of a chain of Mapa Coffee shop
located in markets that have demographic profiles, significant traffic by the store, year-round tourist
activity and a sizeable student population.

PRODUCT OR SERVICES
Define of the core product or services

Mapa Coffee house will position itself as unique coffee bar where its patrons can not only enjoy a cup
of perfectly brewed coffee but also spend their time in an ambient environment. Comfortable sofas
and chairs, dimmed light and quiet relaxing music will help the customers to relax from the daily
stresses and will differentiate Mapa Coffee house from incumbent competitors.

Include information on suppliers and availability of materials

When it comes to suppliers, Brgy. Camindangan,Sipalay City, Negros Occidental will be our source of
coffee and have quality control measures in place to ensure that the coffee they provide meets our
standards. In terms of availability, coffee is generally available all year round. However, factors such
as weather conditions and political instability can affect the availability of coffee, leading to price
fluctuations. Additionally, we ensure that our coffee suppliers must provide coffee beans regularly,
ensuring a steady supply to cater our customers’ needs and added ingredients or raw materials will be
order through online shop.

Current Pricing

Variety and Price: Mapa coffee shop will offer a wide range of coffees including:

Selections Regular King

Caffe latte 35 45

Café Mocha 35 45

Cappuccino 35 45

Iced Coffee 35 45

Espresso 35 45

Flat White 35 45

Iced Matcha Latte 35 45

Hot Brewed Coffee 15 20

Frappuccino 35 45

Café Macchiato 35 45

Latte Macchiato 35 45

Iced Caramel Macchiato 35 45

Iced Americano 35 45

Iced Mocha 35 45

All-day Bakery Selection Price

Waffle 35

Banana Bread 35
 Chocolate Dipped Doughnut 45

Cinnamon Danish 50

Corned Beef Pandesal 30

Dark Chocolate Cookie 35

Double Chocolate Pecan Bar 40

Cheese Ensaymada 20

Spanish Tuna Pandesal 25

Sausage Roll 35

MARKETING

Who is the target market?

Mapa Coffee shop customer base in Gil Montilla, Sipalay City is comprised of five (5) target groups.

 Tourist. More than 50,000 tourists visited Sipalay City every year. Most will pass the Mapa

coffee shop location. Tourists come to Sipalay City for the beaches, delicacies, and dining.

 The Daily Commuter. Someone traveling to or from work, out resorts, delivering goods or

services, or just out for drive.

 Students, faculty, and Staff. The Sipalay City is home to a Major branch of the State

University as well as public schools, including prestigious private schools and academies as

close to 5,000 students and another 400 – 500 faculty and staff. Our main market will be

students, faculty, staff, and nearby residents. Students, most of whom are under the drinking

age, have few places they can go to meet their friends. Coffee has proven to be very popular

with students. Students need not just coffee, but also a place to meet comfortably, have a

group discussion, or just sit quietly, work, read, and socially connected.

 Government Employees. These groups have been chosen because of their geographic

location as well as their income levels and lifestyles.

  Local residents. Approximately 4000 people live in Brgy. Montilla many of these will stop

where they can socialize with each other in a comfortable and relaxing environment while

enjoying the best brewed coffee or espresso

What channels will you use to reach your target market?

In order to build up its client base, Mapa Coffee shop will use some strategic banners and fliers during

the launch period, utilize customer referrals and cross-promotions with other businesses in the

community from time to time, and loyalty programs that work with android and IOS and other mobile

phones, which is the preference of our market. Our main thrust will be getting people to know, like,

and trust us with content and engagement in Facebook, Instagram, Snapchat, and Twitter.

What resources does your marketing strategy require, and you have access to them?

The Mapa Coffee Shop will rely on building relationships with schools, donations, and corporations

to provide significant free publicity because of its community support program. By giving donation

contributions to these institutions, they will get the word out to their

students/faculty/employees/partners about Mapa. Word of mouth has always proven to be the greatest

advertising program a company can implement. In addition, the media will be more than willing to

promote the charitable aspects of Mapa and provide the opportunity for more exposure every time.

How will you measure success?

Customer satisfaction. Satisfied customers are more likely to become loyal customers and to

recommend our business to others. This can lead to increased sales, revenue, and success over time.

Additionally, a positive reputation for customer service can help our coffee shop stand out in a

competitive market. By prioritizing customer satisfaction, we promote a welcoming and enjoyable

atmosphere that encourages customers to return and helps to build a strong brand reputation.
 FINANCIAL DETAILS

Financing Needed.

Start Up Requirements

1st Month 2nd Month 3rd Month

Commercial Space
Commercial Space Rental 8,000 8,000 8,000
Interior Decoration 10,000
Furniture and Fixtures 30,000
Kitchen Appliances and Equipment 114,000
Restaurant Technology
POS System 10,000
KDS 17,500
Reservation Tool 7,000
Employee Scheduling Software
Internet Connectivity 5,000 5,000 5,000
Licenses and Permits
Food Service License 10,000
Food Handler’s Permit
Payroll 89,000 89,000 89,000
Tax 3% 3% 3%
Employee Orientation and Training 17,000
Marketing 5,000 5,000 5,000
Soft and Grand Opening Expenses 15,000
Cost of Goods Sold (cost of the materials and 30,000 30,000 30,000
labor)
Utility Costs (electricity, water, waste disposal) 10,000 10,000 10,000
Miscellaneous Expenses 5,000 2,000 2,000
Total Start Up Expenses 387,000
Start Up Assets
Cash Required 30,000 30,000 30,000
Start Up Inventory (beginning inventory) 30,000 30,000 30,000
Total Assets 30,000 30,000 30,000
Total Requirements 387,000 149,000 149,000

Start Up Funding

Capital
Planned Investment
Investor 1 100,000
Investor 2 100,000
Investor 3 100,000
Investor 4 100,000
Total Planned Investment 400,000
Loss at Start Up (Start Up Expenses) 387,000
Total Capital (total planned investment – loss at start up) 400,000
Total Funding 400,000
 ORGANIZATION AND MANAGEMENT

Describe the legal structure of your company

MAPA is a privately held corporation. It is registered as a LLC Corporation, with 25% ownership

shared by Albert J. Santa Ana Jr., 25% ownership by Irene Bajo, 25% ownership by Joan Cloid

Herher, and 25% ownership by Jenald Pelario. They will share management responsibilities with final

decisions when there are conflicts of opinion.

Include an organizational structure of the business

Owner

Manager

Front-of-the- Back-of-the-
House House

Baristas Cashier Servers Dishwashers Baker Cleaners

Describe Managers and their roles, key employee positions, and how each will be compensated.
 Manager

A full-time manager will be hired to oversee the daily operations at Mapa Coffee Shop

including customer service, inventory management, employee training, scheduling, and

financial management.

 Baristas

Will be in charge of specializes in preparing coffee-based beverages in a Mapa Coffee shop.

The primary duty is to make high-quality coffee drinks that meet the unique preferences of

each Mapa customers. This involves understanding the different types of coffee beans and

brewing methods, as well as knowing how to use various coffee-making equipment such

espresso machines and grinders.

 Cashier

Will be in charge to handle transactions and manage the cash register. As customers come in

to purchase coffee and other items, the cashier rings up their orders and processes payments,

whether in cash, credit cards, or other payment methods.

 Servers

Will be in charge to take customer orders and ensure that they are accurately prepared and

served in a timely manner.

 Dishwashers

Will be hired to ensure that all dishes, glasses, and utensils are thoroughly cleaned and

sanitized so they can be used again by customers and staff.

 Baker

Responsible for preparing and baking a variety of pastries, bread, cakes, and other baked

treats that are sold in the coffee shop.

 Cleaners

Will be in charge for cleaning and sanitizing all areas of the Mapa Coffee shop, including

kitchen, dining area, restrooms, garbage segregation, and any other areas that require
 attention. This includes sweeping and mopping floors, wiping down surfaces, restocking

supplies, and disposing of waste properly.

APPENDIXES

Pictures of the products

Café Latte Café Mocha Cappuccino Iced Coffee

Espresso Flat White Iced Matcha Latte Hot Brewed Coffee

Frappuccino Café Macchiato Iced Caramel Macchiato Iced Americano

Pricing/Menu

Selections Regular King

Caffe latte 35 45

Café Mocha 35 45

Cappuccino 35 45

Iced Coffee 35 45

Espresso 35 45

Flat White 35 45

Iced Matcha Latte 35 45

Hot Brewed Coffee 20 25

Frappuccino 35 45

Café Macchiato 35 45

Latte Macchiato 35 45

Iced Caramel Macchiato 35 45

Iced Americano 35 45

Iced Mocha 35 45

Map of the location of the business

 EXECUTIVE SUMMARY

A.
MAPA coffee shop applied its best effort to create a unique place where customers can
socialize with each other in a comfortable and relaxing environment while enjoying the best
brewed coffee or espresso. We are in the business of helping our customers to relieve their
daily stresses by providing peace of mind through great ambience, convenient location,
friendly customer service, and products of consistently high quality.

B.
MAPA Coffee Shop is located in Purok Petchay, Barangay Gil Montilla, Sipalay City in the
heart of the local residents, students, Government employees, and daily commuter. Mapa
Coffee Shop locations are designed for high volume year-round, with revenues and profits to
match.

C.
MAPA coffee shop is determined to become a daily necessity for local coffee addicts, a place
to dream of as you try to escape the daily stresses of life and just a comfortable place to meet
your friends or to read a book, all in one.

D.
MAPA will focus its marketing activities on reaching the University students and faculty,
people working in offices located close to the coffee bar and on sophisticated teenagers. Our
market research shows that these are the customer groups that are most likely to buy coffee
products. MAPA will make its best effort to create a unique place where customers can
socialize with each other in a comfortable and relaxing environment while enjoying the best
brewed coffee or espresso.

E.
Our uniqueness extends beyond just our coffee. Our cozy and inviting atmosphere is designed
to make customers feel at home, with comfortable seating and a welcoming staff that is
always happy to serve and provide recommendations. Hired for attitude so that we always
have a friendly, enthusiastic staff to make customers feel welcome and appreciated; constant
staff training to assure best quality possible.

F.
We aim to maintain an industry-standard 60% gross profit margin and reasonable operating
expenses, and to produce reasonable profits in the second and third year.