1.

0 Business Description
The business will be offering coffee of different types e.g. Espesso, Latte, Cappuccino and some
tea like Masala Tea, Mixed Tea, Ginger tea among others. Also she will include some short
pastries like cupcakes, donuts, scones, pies and many others.

1.1 Business Name

Business name will be. “The Daily drip Coffee shop. This is because the name is simple and
memorable also it reflects on the true nature of the business in that one can drop by at any given
time and get the desired products on the menu.

1.2 Business Location and address

The business will be located in Murang’a County, Township Ward because the area has a
consistent flow of people. It’s also well known for industrial growth and infrastructure.

DIRECTION

MURANG’A TOWN DELIVERANCE MURANG’A TOWN

CHURCH

KENOL – MURANG’A ROAD

______ _____ _____ ______ ______ _____ _____ ______ ______ ______ _____ _____

KIHARU TECHNICAL MUKUYU MARKET TOTAL PETROL

COLLEGE STATION

DAILY DRIP
COFFEE SHOP
1
ADDRESS
The Daily Drip Coffee Shop
P.O Box 80-10200
Murang’a
Telephone Number : 0729145084
Email: dailydripcofeeshop@gmail.com

Business logo

1.3 Form of Ownership

The business will be a sole proprietorship form of business ownership. This is because there is
personal, satisfaction and accomplishment that one relies from self-employment, also there is
easy decision making and is flexible in time management, being self-employed one is able to
generate income for oneself. On the other hand one incurs loss alone, lack of capital to start the
business and prolonged hours of working since one wants success in her business.

1.4 Types of business

The business will deal with retail sales since customers will be catered there for there is a facility
to have face-to face interactions and there one is able to exchange ideas with others. Also there is
greater supply options.

1.5 Products and Services

She intends to offer different types of coffee, short pastries, mineral water and soft drinks. The
products will have unique features for pastries will be smoothly textured and of high flavor.
Coffee will be served in preheated cups to keep it hot for a longer period of time.

2
The short pastries e.g. donuts, cupcakes and sand witches provided at the coffee shop will be
baked daily and some to order so as to provide fresh and tasty products to customers.
1.6 Justification of Business Opportunity
Around Mukuyu area, most people have fixed working hours i.e. from 8.00 a.m. to 5:00 p.m.
therefore the coffee shop is intended to provide coffee for those people so as to enhance their
energy levels, support their heart and brain health and also lower their risks of depression.

1.7 Industry
The Dairy Drip Coffee shop will be under hospitality department in Kenya due to its provision of
snacks and non- alcoholic beverages.
She will use modern technology in providing all services to the customers, a phone number will
be provided for payment Purposes via M-Pesa, an account number and a paybill will also be
provided where customers will make their payments.

1.8 Business Goals

She will set both short term and long term goals in order to facilitate a business growth and
prosperity

1.81 Short Term Goals

Business goals will be, improve customer’s service, sponsor a charity event in the area, open
social media channels where the business owner can interact directly with customers and also
make videos on better ways, to improve the taste of coffee start a reward programme for
awarding the loyal and committed customers and the most frequent customers.

1.82 Long Term Goals

Business goals will be;- open branches country wide, create employment among the youth,
signing constructs with various companies to supply coffee and snacks and purchase business
vehicles which would make deliveries faster.
1.9 Entry and Growth Strategy
1.91 Entry Growth
For the business to make its way in the market, she will put quality and quantity first so as to
gain trust from her customers products offered at the business will be first at subsidized price in

3
order to attract customers and improve sales. Also they will be of right quantity in relation to
price so as to ensure customers satisfaction. She will also print business cards which will be
distributed all around to employees and customers and also along the streets.
The cards will contain the business address, contact information and the product and services
offered at the coffee shop.
1.92 Growth Strategy
Major technology advancement in a business is one of the effective strategies that enhance rapid
business growth. She will purchase vending machines where customers will be able to serve
themselves at the machines.
By advertising the business through radios, television, newspapers and calendar will increase
product awareness of the business and it will also attract customers who will boast the business
growth.
Good customers care builds long term relationship with customers, increase in profit customer
recommendations and improves public image of the business which is a good strategy for
business growth.

4
2.0 Marketing Plan
She will include different strategies to market her business like price strategy where she will
determine Prices that balances profit taking into Account market trends, competition and
customer demand. Also she will deal with online where she will be marketing her products in
There will be customer service will help her build trust and relationship with customers.
2.1 Potential customers
She will be targeting several potential customers among them been institutional customers like
Kiharu Technical who will regularly come to the coffee Shop to buy products offered there.
The business will also be operating on individual customers le those boarding vehicles at the
main stage will be buying products from the coffee shop the business owner will ensure that all
customers are offered good guest care and that they leave the coffee shop delighted.
She will also target those operating the vendor shops around the location of the coffee shop.
Since they operate their businesses on daily basis, the business owner expects them to be daily
customers for the products offered will be at affordable prices.
Since Matatu operate, at a 6.00am to 9.00am rule, she targets them as daily customers for her
business for she will be Providing which most ding strong of them consume to stay alive at their
jobs
2.2 Market Share
Due to its newness in the market, the business will relatively have a fair Potential market share.
She estimates a total of 450,000 people as her customers out of 600,000 people around the
Murang’a Town area.
The business competitors are
Delight coffee shop -35%.
Piquant coffee shop -20%
Petites four coffee shop-30%
2.3 Competition
She will have three major competitors with whom she will be competing with. They are; Delight
coffee shop which is located within a 2.5km radius From the Daily srip coffee shop. Delight
Coffee shop has several Strengths which are! It has been in business longer than the baily drip. It
has established business in the market, and it has gained more customers with time. Its
weaknesses are; It has unskilled personnel, its Products are over- priced and it is located in a
second floor of a building where not many people Can access it

5
2.31 Petits Four Coffee Shop
It is located a few meters from the Daily Drip coffee shop and it has the following strengths: It
operates 12 hours a day, It has the best accompaniment For coffee and it is at a strategic location.
Its weaknesses are: employees lack good guest care, its products are cooked to order which
consumes a lot of time in convenience customers and it has incompetent employees.
2.32 Piquant coffee shop 110 meter
It is located 2 KAA "From the Daily Drip Coffee shop. Its strengths are: It is located in a
developed area, it offers discounts regularly to its frequent customers and has hardworking and
skilled personnel. Its weakness are: It has few personnel working there, it is located in an area
where there is insecurity and heavy traffic during morning and evening hours.
Daily Drip coffee shop will use its competitors weaknesses as its strength which will enable it to
penetrate in the market and attract mare customer's to it which will enable it to prosper.
2.4 Promotion strategies
2.41 method of advertising
Social media campaigns will be one of the advertising strategies for her business. In this, she will
partner with some major influencers and content creators who will promote the business in their
websites. Influencers will be paid via P.P-LC pay-per-like) method and promotion will take
place twice per month.
Print media will also be used as a way of advertising her business where she will print
magazines, calendars, business cards and t-shirts which will be worn by employees each time
they come to work. The magazines and calendars will be given out to customers for free when
they purchase commodities From the Coffee shop.
Posters win be distributed and maced all around Mukuyu town which will inch cate the business
name, items offered eind the exact location of the coffee sho This will contribute clot to the
business growth cand make it known all over. A billboard will be placed at kihary area where the
load is usually contesto Ale will serve as a mode of advertisment For it will attract more people
to the business.

2.6 Sales Statistics

The proposed business Doily Drip coffee shop will be using both direct and indirect interaction
to customers. For indirect she will be some employee to the business, who are well skilled
especially on short pastries. Thus employee will be trained and have discipline, this will improve

6
the sales on marketing She will also use the direct method to customers where she will know
more or what the customer demand or need and if on any problem she will be notified by the
customers and she will rectify and improve much better.
2.7 Distribution strategy
The coffee shop Items will be sold directly to customers so as to increase Customers scale
service and communication. Customers will order items in person for by phone and then collect
the items at the Coffee shop or get a delivery at home.
The business will have transport motorcycle and a car which will be us for transporting items to
customers. The transport will use approximately seventy thousand per month for maintenance,
fuel and labour.
Problems associated with transport include: Delayed deliveries, food item sie coffee may get
cold, food quality may get compromised. The solution to this problems are: Using motorcycles
for deliveries in areas with heavy traffic, proper Packaging of Food in order to maintain quality
and use of pre-heated cups for coffee and tea so as to prevent it From getting cold fast.