1.

Executive Summary

Company Name Meaza Coffee shope

Mission Statement:
Meaza coffee shop's mission statement, outlining the purpose and values of your business.]
Vision:
[Express the long-term vision for your coffee shop, describing what success looks like in the
future.]
Key Objectives:
Establish [Your Coffee Shop Name] as the premier destination for high-quality coffee in the
local community.
Build a loyal customer base through exceptional service and a unique, inviting atmosphere.
Achieve a 15% market share within the first two years of operation.
Maintain a commitment to sustainability and ethical sourcing of coffee beans.
Target Market:
[Define your target market, including demographics, preferences, and any specific niches you
plan to target.]
Unique Selling Proposition (USP):
[Highlight what sets your coffee shop apart from competitors. This could include signature
drinks, a cozy ambiance, or unique menu offerings.]
Market Opportunity:
[Provide a brief overview of the market analysis, emphasizing the identified opportunities for
your coffee shop.]
Financial Summary:
Our startup costs 13,200,000 birr , revenue projections , and anticipated profits.]
[Your Coffee Shop Name] is poised to become the go-to destination for coffee enthusiasts in
[Location]. With a commitment to delivering exceptional coffee experiences, a unique and
inviting atmosphere, and a focus on sustainability, we aim to capture a significant share of the
local market. Our strategic objectives, coupled with a well-defined target market and compelling
USP, position us for success in the thriving coffee industry. As we embark on this exciting
venture, we are confident in the potential for growth and profitability.

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 2. Business Description:

Overview
Meaza Coffee is a locally-owned and community-focused coffee shop dedicated to providing a
warm, welcoming, and memorable coffee experience. Nestled in the heart of Addis. Our coffee
shop aims to be the preferred destination for coffee enthusiasts, professionals seeking a cozy
workspace, and individuals looking for a relaxing environment to connect.
Vision:

At Meaza Coffee Shop, our vision is to create a vibrant and inclusive space where people can
gather, unwind, and savor exceptional coffee. We aspire to be recognized as the go-to place for
premium coffee, friendly service, and a sense of community in Megenagan.

Mission:

Our mission is to consistently deliver high-quality coffee crafted with passion and precision. We
are committed to fostering genuine connections by providing a comfortable and inviting
atmosphere for our customers. Through ethical sourcing, sustainable practices, and community
engagement, we aim to contribute positively to both local and global coffee culture.

Key Features:

Quality Coffee: We take pride in sourcing the finest coffee beans from Harar, ensuring a rich and
flavorful cup with every pour.

Target Market:

Our primary target market includes coffee enthusiasts, students, professionals, and community
members who appreciate a premium coffee experience. By offering a diverse menu and creating
a versatile atmosphere, we aim to appeal to a broad demographic.

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 3. Vision and Mission:
Clearly articulate the long-term vision and mission of your coffee shop.
Vision:
At Meaza Coffee Shop, we envision a world where every cup of coffee is a moment of joy, a
catalyst for connection, and a celebration of quality. We aspire to be the beacon of warmth and
community, redefining the coffee experience one cup at a time. Our vision is to create a space
where the love for exceptional coffee converges with the spirit of togetherness, making Meaza
Coffee Shop synonymous with unparalleled moments of delight.

Mission:

Our mission at Meaza Coffee Shop is to consistently deliver an exceptional coffee experience by
passionately sourcing, roasting, and brewing the finest coffee beans from Harar. We are
dedicated to providing a welcoming haven where individuals can savor expertly crafted
beverages, forge meaningful connections, and escape the ordinary. Committed to sustainability,
ethical practices, and community engagement, we aim to elevate not just the coffee culture but
the overall well-being of our patrons and the communities we serve.

4. Market Analysis
Market Overview:
Megenagna is a vibrant and diverse community known for its appreciation of artisanal products
and cultural experiences. The local coffee market reflects a growing trend towards specialty
coffee, with an increasing number of consumers seeking unique blends, sustainable practices,
and inviting atmospheres.
Target Audience:
Our primary target audience includes:
Coffee enthusiasts seeking high-quality and diverse coffee options.
Students and professionals looking for a comfortable and inspiring environment to work or
socialize.
Locals and visitors interested in supporting local businesses with a focus on sustainability.
Competitive Landscape:
The local coffee scene is characterized by a mix of established chains, independent coffee shops,
and boutique cafes. While the market is competitive, there is a discernible demand for specialty

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coffee and a gap for a coffee shop that combines premium quality, community engagement, and
a unique ambiance.
Consumer Trends:

Key trends in the market include:

Growing interest in single-origin and ethically sourced coffee beans.

Increased demand for plant-based alternatives and unique beverage offerings.

A desire for eco-friendly practices and sustainable packaging.

5. SWOT Analysis
Strengths:
Prime location in a high-traffic area.
Commitment to quality with expertly sourced and roasted coffee beans.
Unique selling proposition with a focus on community engagement and sustainability.
Weaknesses:
Limited brand awareness in the initial phase.
Dependence on foot traffic and local customer base.
Opportunities:
Collaborations with local businesses and events to enhance visibility.
Introduction of loyalty programs and promotions to attract and retain customers.
Threats:
Intense competition from established coffee chains.
Economic downturn affecting consumer spending on premium coffee.
Regulatory Considerations:
Ensure compliance with local health and safety regulations, licensing requirements, and
environmental standards. Stay abreast of any changes in regulations that may impact the coffee
industry.
Market Entry Strategy:
Our market entry strategy will focus on creating a strong brand presence through local marketing
initiatives, partnerships with community organizations, and leveraging social media platforms to
engage with our target audience.

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Conclusion:
The market analysis indicates a promising opportunity for Meaza Coffee Shop Name to thrive in
the local coffee landscape. By addressing the identified trends and leveraging our unique
strengths, we aim to establish a prominent position as the preferred coffee destination in Addis.
6. Business Model
Revenue Streams:
Coffee Sales: Primary revenue source from the sale of various coffee beverages, including
espresso drinks, pour-overs, and specialty blends.
Merchandise: Sell branded merchandise such as mugs, t-shirts, and reusable coffee accessories.
Pricing Strategy:
Implement a tiered pricing strategy based on the complexity and rarity of coffee blends.
Bundle deals for combinations of coffee and food items to encourage upselling.
Competitive pricing aligned with the local market while emphasizing the value of premium
quality.
Sales Channels:
In-Store Sales: Focus on creating a positive in-store experience to drive sales through walk-ins
and repeat customers.
7. Marketing and Sales Strategy
Brand Positioning:
Clearly define the unique selling proposition (USP) that sets Meaza Coffee Shop apart.
Emphasize the commitment to high-quality coffee, unique ambiance, and community
engagement.
Target Audience:
Identify and segment the target audience based on demographics, preferences, and behavior.
Tailor marketing messages to resonate with different customer segments, such as students,
professionals, and local residents.
Online Presence:
Develop and maintain a professional and visually appealing website that highlights the menu,
ambiance, and values of Meaza Coffee Shop Name.
Leverage social media platforms (Instagram, Facebook, and Twitter) for regular posts, engaging
content, and promotions.

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Local Partnerships:
Establish partnerships with local businesses, offices, and organizations to cross-promote each
other.
Offer special discounts or loyalty programs for employees of partner organizations.
Loyalty Programs:
Implement a loyalty program to encourage repeat business and reward regular customers.
Provide discounts, free items, or exclusive access to special events for loyal patrons.
Influencer Marketing:
Collaborate with local influencers or bloggers to create buzz and awareness about Meaza Coffee
Shop.
Offer complimentary tastings or exclusive events to influencers in exchange for online reviews
and social media coverage.
Events and Promotions:
Host regular events such as coffee tastings, live music nights, or themed promotions to attract
new customers.
Offer limited-time promotions, discounts, or bundled deals to create a sense of urgency.
Online Ordering and Delivery:
Implement an online ordering system for takeout and delivery services.
Partner with popular food delivery platforms to expand your reach and convenience.
Training and Upselling:
Train staff to effectively communicate the unique features of your coffee and encourage
upselling of premium items.
Implement suggestive selling techniques to introduce customers to new and specialty beverages.
8. Operations Plan
Location and Layout:
Secure a prime location in Megenagna with high foot traffic and visibility.
Design a welcoming and comfortable layout with distinct areas for socializing, working, and
ordering.

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Equipment and Technology: Invest in high-quality coffee brewing equipment, espresso
machines, grinders, and water filtration systems. Implement a point-of-sale (POS) system for
efficient order processing and inventory management.
Supply Chain Management:
Establish relationships with reputable coffee bean suppliers, ensuring a consistent and diverse
supply of high-quality beans.
Source other ingredients, such as milk, pastries, and snacks, from local and reliable vendors.
Menu Development:
Craft a diverse and appealing menu featuring a variety of coffee blends, specialty drinks, teas,
and a selection of pastries and snacks.
Regularly review and update the menu based on customer preferences and seasonal offerings.
Staffing:
Hire skilled and customer-focused baristas with a passion for coffee.
Establish clear roles and responsibilities for all staff members, including baristas, kitchen staff,
and cleaning personnel.
Provide comprehensive training on customer service, coffee preparation, and hygiene protocols.
Operating Hours:
Determine the operating hours based on customer demand, local competition, and the overall
lifestyle of the community.
Consider extending hours during peak periods, such as mornings and weekends.
Health and Safety Protocols:
Implement strict health and safety protocols in compliance with local regulations.
Train staff on proper hygiene practices, food safety, and emergency procedures.
Interior Design and Ambiance:
Create a cozy and inviting atmosphere with comfortable seating, ample natural light, and
aesthetically pleasing decor.
Regularly update and refresh the interior design to maintain a vibrant and appealing
environment.
Customer Service:
Prioritize exceptional customer service by training staff to be friendly, attentive, and
knowledgeable about the menu.

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Implement a feedback system to gather customer insights and continuously improve service.

Inventory Management:
Implement an inventory management system to track stock levels, reduce waste, and ensure
timely reordering of supplies.Conduct regular inventory audits to identify slow-moving items
and adjust ordering accordingly.
Marketing Displays and Merchandising:
Create eye-catching displays for featured products, merchandise, and promotional items.
Utilize point-of-sale materials to communicate promotions, loyalty programs, and upcoming
events.
9. Human Resources
Staffing Structure:
Baristas: Skilled and customer-focused individuals responsible for coffee preparation and
customer service.
Kitchen Staff: Responsible for preparing and serving food items.
Cleaning Personnel: Maintain cleanliness and hygiene throughout the coffee shop.
Recruitment and Hiring:
Clearly define job roles, responsibilities, and qualification criteria for each position.
Utilize online job boards, local advertising, and social media to attract potential candidates.
Conduct thorough interviews and reference checks to ensure the right fit for each role.
Training and Onboarding:
Develop a comprehensive training program covering customer service, coffee preparation
techniques, and health and safety protocols.
Provide hands-on training for baristas on coffee brewing, drink recipes, and customer interaction.
Conduct onboarding sessions to introduce new hires to the company culture, policies, and
procedures
Workplace Culture:
Foster a positive and inclusive workplace culture that values diversity, teamwork, and respect.
Organize team-building activities, events, and celebrations to strengthen team bonds.

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Encourage open communication and a collaborative approach to problem-solving.

10. Financial Projections

I. Startup Costs:
Lease and Renovation: 6,000,000 Birr
Equipment (coffee machines, grinders, etc.): 3,000,000 Birr
Furniture and Fixtures: 1,200,000 Birr
Initial Inventory (coffee beans, pastries, etc.): 900,000 Birr
Marketing and Promotion: 600,000 Birr
Licenses and Permits: 300,000 Birr
Working Capital: 1,200,000 Birr
Total Startup Costs: 13,200,000 Birr
II. Revenue Projections:
Monthly Sales Forecast:
Month 1: 1,200,000 Birr
Month 2: 1,500,000 Birr
Month 3: 1,800,000 Birr
...
Annual Sales Forecast:
Year 1: 18,000,000 Birr
Year 2: 24,000,000 Birr
Year 3: 30,000,000 Birr
...
III. Cost of Goods Sold (COGS):
Coffee Beans: 30% of Sales

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 Pastries and Snacks: 20% of Sales
Total COGS: 540,000 (Month 1), 675,000 (Month 2), 810,000 (Month 3), ...
IV. Gross Profit Margin:
Gross Profit Margin: 70%
V. Operating Expenses:
Rent: 300,000 Birr per month
Utilities: 60,000 Birr per month
Salaries and Wages: 480,000 Birr per month
Marketing and Advertising: 120,000 Birr per month
Maintenance and Repairs: 30,000 Birr per month
Insurance: 18,000 Birr per month
Total Operating Expenses: 1,008,000 Birr (Month 1), 1,041,000 Birr (Month 2), 1,074,000 Birr
(Month 3), ...
VI. Net Profit (or Loss):
Net Profit (Loss) = Gross Profit - Operating Expenses
VII. Cash Flow Projections:
Opening Cash Balance: 3,000,000 Birr
Cash Inflows (Sales, Loans, etc.): 900,000 Birr (Month 1), 1,200,000 Birr (Month 2), 1,500,000
Birr (Month 3), ...
Cash Outflows (Expenses, Loan Repayments, etc.): 600,000 Birr (Month 1), 72,000 Birr (Month
2), 90,000 (Month 3),
Closing Cash Balance = Opening Cash Balance + Cash Inflows - Cash Outflows
VIII. Break-Even Analysis:
Calculate the point at which total revenue equals total expenses to determine the break-even sales
volume.

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