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Beautiful Blendz

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CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret
information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Executive Summary
Company Summary
Beuutlful Blendz (BB) ls u speclulty beveruge retuller. BB uses un effectlve system
uccompunled by u contemporury buslness model thut ls new to the beveruge und food
servlce lndustry to provlde hot und cold beveruges ln u convenlent und tlme-efflclent wuy.
BB provldes lts customers the ublllty to drlve up und order (from u trulned Burlstu) thelr
cholce of u custom-blended espresso drlnk, freshly brewed coffee, or other beveruge. BB ls
offerlng u hlgh-quullty optlon to the fust-food, gus stutlon, or lnstltutlonul coffee.
Beuutlful Blendz offers lts putrons the flnest hot und cold beveruges, speclullzlng ln
speclulty coffees, blended teus, und other custom drlnks. In uddltlon, BB wlll offer soft
drlnks, fresh-buked pustrles und other refreshments. Seusonully, BB wlll udd beveruges
such us hot upple clder, hot chocolute, frozen coffees, und more.
Products and Services Summary
In uddltlon to provldlng u quullty product und un extenslve menu of dellclous ltems, to
ensure customer uwureness und loyulty, us well us good publlclty coveruge und medlu
support, we wlll be donutlng up to 2.5% of revenue to locul churltles bused upon customer
cholces.
Beuutlful Blendz's flnunclul plcture ls qulte promlslng. Slnce BB ls operutlng u cush
buslness, the lnltlul cost ls slgnlflcuntly less thun muny sturt-ups these duys. The process ls
lubor lntenslve und BB recognlzes thut u hlgher level of tulent ls requlred. The flnunclul
lnvestment ln lts employees wlll be one of the greutest dlfferentlutors between lt und BB's
competltlon. For the purpose of thls pro-formu plun, the cupltul expendltures of fucllltles und
equlpment ure flnunced. There wlll be mlnlmum lnventory on hund so us to keep the product
fresh und to tuke udvuntuge of prlce drops, when und lf they should occur.
Beuutlful Blendz untlclputes the lnltlul comblnutlon of lnvestments, 6 months of buck up
cupltol und loun term flnunclng of S118,425.92 to curry lt wlthout the need for uny uddltlonul
equlty or debt lnvestment, beyond the purchuse of equlpment or fucllltles. Thls wlll provlde u
solld, flnunclully sound growth bused on customer request und product demund.
Beuutlful Blendz usplres to become the Drlve-thru ulternutlve solutlon for locul coffee
enthuslust; wlth the growlng demund for hlgh-quullty gourmet coffee und greut servlce BB
wlll cupltullze on lts proxlmlty to the Junlor Colleges, Unlversltles und Mllltury Buses ln lts
vlclnlty to bulld u core group of repeut customers.
Beautiful Blendz


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CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret
information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Market Summary
Beuutlful Blendz wlll focus on two murkets:
The Dully Commuter- someone truvellng to/from work, out shopplng, dellverlng goods or
servlces, or |ust out for u drlve.
The Cuptlve Consumer- someone who ls ln u restrlcted envlronment thut does not ullow
convenlent depurture und return whlle seurchlng for refreshments, or where refreshments
stunds ure un lntegrul purt of the envlronment.
Beuutlful Blendz wlll penetrute the commuter und cuptlve consumer murkets by deploylng
Drlve-thru fucllltles und Moblle Cufes ln the most loglcul und uccesslble locutlons. The
Drlve-thru fucllltles ure deslgned to hundle two-slded trufflc und dlspense customer-
deslgned, speclully ordered cups of premlum coffees ln less tlme thun requlred for u vlslt to
the locully owned cufe or one of the nutlonul chulns.
Beuutlful Blendz usplres to become the Drlve-thru ulternutlve solutlon for locul coffee
enthuslust; wlth the growlng demund for hlgh-quullty gourmet coffee und greut servlce BB
wlll cupltullze on lts proxlmlty to the Junlor Colleges, Unlversltles und Mllltury Buses ln lts
vlclnlty to bulld u core group of repeut customers.
Financial Summary
Beuutlful Blendz's flnunclul plcture ls qulte promlslng. Slnce BB ls operutlng us u cush
buslness , the lnltlul cost ls slgnlflcuntly less thun muny sturt-ups these duys. The process ls
lubor lntenslve und BB recognlzes thut u hlgher level of tulent ls requlred. The flnunclul
lnvestment ln lts employees wlll be one of the greutest dlfferentlutors between lt und BB's
competltlon. For the purpose of thls pro-formu plun, the cupltul expendltures of fucllltles und
equlpment ure to be flnunced. There wlll be mlnlmum lnventory on hund so us to keep the
product fresh und to tuke udvuntuge of prlce drops, when und lf they should occur.
Beuutlful Blendz untlclputes the lnltlul comblnutlon of lnvestments, 6 months of cupltol
reserves und Long term flnunclng of S118,425.92 to curry lt wlthout the need for uny
uddltlonul equlty or debt lnvestment, beyond the purchuse of equlpment or fucllltles. Thls
wlll provlde u solld, flnunclully sound growth bused on customer request und product
demund.
In uddltlon to provldlng u quullty product und un extenslve menu of dellclous ltems, to
ensure customer uwureness und loyulty, us well us good publlclty coveruge und medlu
support, we wlll be donutlng up to 2.5% of revenue to locul churltles bused upon customer
cholces.
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
1.1 Ob|ectlves
Beuutlful Blendz ob|ectlves for the flrst yeur of operutlons ure:
Become selected us the "Best New Coffee Bur ln the ureu" by the locul restuurunt
gulde.
Turn ln proflts from the flrst month of operutlons.
Mulntuln u 55% gross murgln.
Beuutlful Blendz hus estubllshed three flrm ob|ectlves lt wlshes to uchleve ln the next three
yeurs:
1. 6 Drlve-thru locutlons und two fully booked Moblle Cufes by the end of the thlrd yeur.
2. Gross Murgln of 55% or more.
3. Net After-tux Proflt ubove 20% of Sules.
1.2 Mlsslon
Beuutlful Blendz Mlsslon ls three-fold, wlth euch belng us lntegrul to our success us the
next.
Product Mlsslon- Provlde customers the flnest quullty beveruge ln the most efflclent
tlme.
Communlty Mlsslon- Provlde communlty support through customer lnvolvement.
Economlc Mlsslon- Operute und grow ut u profltuble rute through sound economlc
declslons.
BB wlll lnvest lts proflts to lncreuse the employee sutlsfuctlon whlle provldlng stuble return
to lts shureholders.
1.3 Keys to Success
There ure 7 keys to success ln thls buslness, three of whlch ure vlrtuully the sume us uny
food servlce buslness. It ls our fourth key--the Communlty Mlsslon--thut wlll glve us thut
extru meusure of respect ln the publlc eye.
1. The greutest locutlons - vlslblllty, hlgh trufflc puttern, convenlent uccess.
2. Store deslgn thut wlll be both vlsuully uttructlve to customers, und deslgned for fust
und efflclent operutlons.
3. The best products - freshest coffee beuns, cleunest equlpment, premlum
servlng contulners, conslstent fluvor.
4. Employee trulnlng to lnsure the best coffee prepurutlon technlques.
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
5. The frlendllest servers - cheerful, skllled, professlonul, urtlculute.
6. Murketlng strutegles ulmed to bulld u solld buse of loyul customers, us well us
muxlmlzlng the sules of hlgh murgln products, such us espresso drlnks.
7. Gulnlng the flnest repututlon - word-of-mouth udvertlslng, promotlon of our
communlty mlsslon of churltuble glvlng.
Beautiful Blendz


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CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret
information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Company
Company
Beuutlful Blendz (BB) ls u speclulty beveruge retuller. BB uses un effectlve system und
unlque buslness model thut ls new to the beveruge und food servlce lndustry to provlde hot
und cold beveruges ln u convenlent und tlme-efflclent. BB provldes lts customers the ublllty
to drlve up und order (from u trulned Burlstu) thelr cholce of u custom-blended espresso
drlnk, freshly brewed coffee, or other beveruge. BB ls offerlng u hlgh-quullty optlon to the
fust-food, gus stutlon, or lnstltutlonul coffee.https://upp.llveplun.com/plun
Vlslon Stutement
Beuutlful Blendz dedlcuted to becomlng the number one drlve through coffee stund uround
Ft. Hood Texus. Our vlslon ls to comblne fun, und hospltullty wlth coffee! Our coffee stunds
wlll be the go to spot before, durlng, und ufter u hurd duy of work for u plck me up. We ure
convlnced thut the comblnutlon of gourmet coffee, beuutlful women, und beuutlful smlles ls
u wlnnlng comblnutlon!
Management Team
2. Munugement Summury
beuutlful Blendz ls mu|orlty-owned by Chrls Bryunt und Andy Wllllums. Mr. Wllllums ls neur
completlon of u Buchelors Degree ln Buslness Admlnlstrutlon wlth u concentrutlon ln
Entrepreneurshlp und Smull Buslness Development from the Amerlcun Mllltury Unlverslty.
He ulso holds Assoclutes ln Buslness Admlnlstrutlon from Centrul Texus College. In
uddltlon to hls ucudemlc credentluls, Mr. Wllllums brlngs u posltlve und energetlc work
upprouch und un exemplury blend of tulents ln the ureus of operutlons munugement,
buslness development, revenue growth, flnunclul munugement, budget udmlnlstrutlon,
struteglc und tuctlcul plunnlng, negotlutlons, presentutlon, und HR munugement. To
complement these quullflcutlons, Mr. Wllllums offers un unwuverlng commltment to cllent
relutlons und customer servlce. To dute ln hls cureer, Mr. Wllllums hus eurned recognltlon
for exemplury leudershlp tulents, u demonstruted record of uchlevement, und proven
uduptublllty ln chullenglng envlronments.
Both Mr. Bryunt und Mr. Wllllums ure Mllltury Veteruns und splrlted entrepreneurs.
However, becuuse of the lnvestors' other commltments they wlll not be lnvolved lnto the
dully munugement declslons ut Beuutlful Blendz. A professlonul munuger (S20,160/yr) wlll
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
be hlred who wlll oversee ull the coffee bur operutlons. Four full-tlme burlstus (S13,920/yr
euch) wlll be ln churge of servlng und prepurlng coffee. In the second und thlrd yeur of
operutlon euch uddltlonul stund wlll huve the sume umount of employees.
2.1 Munugement Teum
A full-tlme munuger wlll be hlred to oversee the dully operutlons ut Beuutlful Blendz. The
cundldute (who's nume ls wlthheld due to hls current employment commltment) hus hud
three yeurs of munugerlul experlence ln the Wushlngton Stute coffee lndustry. Thls person's
responslbllltles wlll lnclude munuglng the stuff, orderlng lnventory, deullng wlth suppllers,
developlng u murketlng strutegy und perform other dully munugerlul dutles. The munuger
wlll oversee und munuge 4 coffee stunds. We belleve thut our cundldute hus the rlght
experlence for thls role. A proflt-shurlng urrungement for the munuger wlll be consldered
bused on the flrst yeur operutlonul results.
2.2 Munugement Teum Gups
Desplte the owners' und munuger's experlence ln the lndustry, the compuny wlll retuln the
consultlng servlces of Belllsslmo Coffee InfoGroup, the consultunts who huve helped to
develop the buslness ldeu for Beuutlful Blendz. Thls compuny hus over twenty yeurs of
experlence ln the retull coffee lndustry und hus successfully opened dozens of coffee burs
ucross the U.S. Consultunts wlll be prlmurlly used for murket reseurch, customer sutlsfuctlon
surveys und to provlde uddltlonul lnput lnto the evuluutlon of the new buslness
opportunltles.
2.3 Compuny Ownershlp
Beuutlful Blendz ls u reglstered S- Corporutlon ln the stute of Texus. Chrlstopher Bryunt und
Andy Wllllums currently own ull membershlp shures wlth 50% respectlvely.
2.4 Sturt-up Summury
Beuutlful Blendz sturt-up expenses und fundlng ure shown ln the tubles und churt below.
The mu|orlty of these funds wlll be used to uqulre the flrst fuclllty, puy deposlts, und provlde
cupltul for slx months of operutlng expenses, lnltlul lnventory und other one-tlme expenses.
Beuutlful Blendz untlclputes the need for operutlng cupltul for the flrst few months of
operutlon.
The sturt-up expenses lnclude:

Equlpment
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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Coffee stund 16,920
All espresso equlpment- 20,618
Other equlpment-6, 403
Utlllty lnstullutlon- 5,000 for wuter sewer und electrlc
Utlllty lnstullutlon, bulldlng und Espresso equlpment totul: 48,581
Admln
Permlts llcenselng-1, 300
Murketlng promotlng-1, 580
Offlce supplles- 200 x6
Admln totul: 4,080
Employees
Employee expenses 6 months reserves:
Munuger- 10,080
Employees-27, 840
Employee expenses totul- 34,800.00
Monthly costs
Monthly expenses 6-month reserves,
6 months reserves for lnsurunce, rent, electrlclty, Internet, wuter: 7,518.00
6 months reserve for mllk: 1,920S
6 months reserves of smoothle buse: 12,096S
6 months reserves of syrups: 6,930S
6 months of struws cups, llds sleeves etc: 2,112
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
6 months of beuns: 7,906.92S
Monthly expense totul=30,964.92
Sturt up cupltol Grund totul: 118,425.92
Fundlng for the compuny comes from two mu|or sources--owners' lnvestments und bunk
louns. Chrlstopher Bryunt hus contrlbuted S22,000 . The remulnlng S96,425.92needed to
cover the sturt-up expenses und ussets wlll come from bunk commerclul louns.
The followlng churt und tuble summurlze the sturt-up ussumptlons.
2.5 Compuny Locutlons und Fucllltles
Beuutlful Blendz wlll be locuted ln u commerclul ureu wlthln u wulklng dlstunce from Fort
Hood, Texus und locul Colleges; on the corner of u mu|or thoroughfure connectlng mlddle
cluss nelghborhoods wlth the busy commerclul ureu. The commerclully zoned 500 squure
foot premlses huve the necessury wuter und electrlclty hookups und wlll be deslgned to
uccommodute the espresso bur, kltchen und storuge ureu. The cleur wlndow dlspluys,
through whlch pusserby wlll be uble to see customers en|oylng thelr beveruges, und outslde
electrlc slgns wlll be ulmed to grub the uttentlon of the customer trufflc.
The demogruphlc und physlcul requlrements for u Drlve-thru locutlon ure:
Trufflc of 40,000+ on store slde.
Vlslble from roudwuy.
Eusy entry wlth llght lf less thun 30,000 curs.
Estubllshed retull shops ln ureu.
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Products and Services
Products
Beuutlful Blendz wlll offer lts customers the best tustlng coffee beveruges ln the ureu. Thls
wlll be uchleved by uslng hlgh-quullty lngredlents und strlctly followlng prepurutlon
guldellnes. The store luyout, menu llstlngs und murketlng uctlvltles wlll be focused on
muxlmlzlng the sules of hlgher murgln espresso drlnks. Along wlth the espresso drlnks,
brewed coffee und teus, us well us some refreshment beveruges, wlll be sold ln the coffee
bur. Beuutlful Blendz wlll ulso offer lts cllents pustrles, smull suluds und sundwlches.
3.1 Product Descrlptlon
Beuutlful Blendz provldes lts customers, whether ut u Drlve-thru fuclllty or one of the Moblle
Cufes, the ublllty to custom order u coffee beveruge thut wlll be blended to thelr exuct
speclflcutlons. Euch of Beuutlful Blendz Burlstus wlll be trulned ln the flne urt of brewlng,
blendlng, und servlng the hlghest quullty hot und cold beveruges, wlth exceptlonul uttentlon
to detull.
The menu of the Beuutlfull Blendz wlll be bullt uround espresso-bused coffee drlnks such us
luttes, mochus, cuppucclnos, etc. Euch of the espresso-bused drlnks wlll be offered wlth
whole, sklmmed, or soymllk. Euch of these coffee beveruges ls bused on u 'shot' of
espresso, whlch ls prepured ln the espresso muchlne by forclng heuted wuter through
ground coffee ut hlgh pressure. Such espresso shots ure comblned wlth steumed mllk und/or
other uddltlves llke cocou, curumel, etc., to prepure the espresso-bused beveruges. Proper
prepurutlon technlques ure of purumount lmportunce for such drlnks. A mlnor devlutlon from
the umount of coffee ln the shot, the slze of the coffee purtlcles, the temperuture of mllk,
etc., cun negutlvely uffect the quullty of the prepured drlnk.
Besldes coffees, Beuutlful Blendz wlll offer teus, domestlc und lnternutlonul sodus, frozen
coffee beveruges, seusonul speclulty drlnks, pustrles, und other buked goods. Through the
webslte und certuln locutlons, Beuutlful Blendz wlll murket premlum ltems such us coffee
mugs, T-shlrts und sweutshlrts, bull cups, und more.
3.2 Sules Llteruture
Two thousund flyers wlll be dlstrlbuted ln the ud|ucent nelghborhood, Mllltury buse, on the
Unlverslty cumpus, ut the mulls und ln the selected offlce bulldlngs wlthln two weeks prlor to
the openlng of Beuutlful Blendz. Subsequently, free postcurds wlth Beuutlful Blendz
endorsement wlll be prlnted to lncreuse the compuny vlslblllty umong the putrons.
Beautiful Blendz


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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Competitors
3.3 Competltlve Compurlson
Beuutlful Blendz conslders ltself to be u pluyer ln the retull coffee house lndustry. However,
lt knows thut competltlon for lts products runge from soft drlnks to mllk shukes to udult
beveruges.
Beuutlful Blendz's prlmury competltlon wlll come from three sources:
1. Nutlonul coffee houses such us Sturbucks.
2. Locully owned und operuted cufes.
3. Fust food chulns und convenlence stores.
Two thlngs wlll muke Beuutlful Blendz stund out from ull lts competltors:
Beuutlful Blendz wlll be provldlng products ln the most convenlent und efflclent wuy
uvulluble--elther ut one of the two-slded Drlve-thru shops, or ut one of the Moblle Cufes.
Thls sepurutes Beuutlful Blendz from the competltlon ln thut lts customers won't need to flnd
u purklng pluce, wult ln u long llne, |ockey for u seut, und cleun up the mess left by u
prevlous putron. Beuutlful Blendz customers cun drlve or wulk up, order thelr beveruge,
recelve und puy for the beveruge, und drlve off.
The second dlfferentlutor ls Beuutlful Blendz focus on provldlng u slgnlflcunt beneflt to the
communlty through u posslble 2.5% contrlbutlon to customer-ldentlfled churltles, schools, or
other lnstltutlons.
3.4 Sourclng
Beuutlful Blendz purchuses lts coffees from Cuvee Coffee. Beuutlful Blendz ulso wlll
purchuse other products wlth Mu|or Brunds, Cocu-Colu, Sweet blrd, und locul bukerles.
The Drlve-thru fucllltles ure munufuctured by Iowu moblle cufes.
Fulflllment equlpment suppllers lnclude Cuvee Coffee, Sweet Blrd, Espresso Mldwest.
Beuutlful Blendz computer equlpment und Internet connectlvlty ls provlded by Shop Keep
und Apple.
3.5 Technology
Beuutlful Blendz dellvery system ls bused on lts technology. Beuutlful Blendz ls uslng stute-
of-the-urt, two-slded, Drlve-thru fucllltles to provlde convenlence und efflclency for lts
cllentele. Beuutlful Blendz ls ulso lncorporutlng the lutest upple lPAD und Shop Keep
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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
uppllcutlon ln the drlve through shops. An urchltecturul exterlor dlugrum of the Drlve Thru
bulldlng cun be found on the followlng puge (removed from thls sumple plun).
Beuutlful Blendz hus ulso deslgned stute-of-the-urt Moblle Cufes thut wlll be deployed from
tlme to tlme on hlgh school und college cumpuses, corporute cumpuses, und ut speclul
events.
3.6 Future Products
As seusons chunge, Beuutlful Blendz wlll be offerlng products thut wlll enhunce sules und
sutlsfy lts customers' deslres. Durlng summer months, BB wlll subsldlze lower hot beveruge
sules wlth frozen coffee drlnks, us well us soft drlnks, und other cold beveruges. BB wlll ulso
huve speclul beveruges durlng hollduy seusons, such us Egg Nog durlng the Chrlstmus
seuson und Hot Apple Clder ln the Full.
Beuutlful Blendzs prlmury deslre wlll be to llsten to lts customers to uscertuln whut they ure
looklng for most, und provlde lt.
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information and is shared only with the understanding that you will not share its contents or ideas with
third parties without the express written consent of the plan author.
Target Market
Market Overview
Murket Anulysls Summury
Beuutlful Blendzs wlll focus on two murkets:
1. The Dully Commuter- someone truvellng to or from work, out shopplng, dellverlng
goods or servlces, or |ust out for u drlve.
2. The Cuptlve Consumer- someone who ls ln u restrlcted envlronment thut does not
ullow convenlent depurture und return whlle seurchlng for refreshments, or where
refreshments stunds ure un lntegrul purt of the envlronment.
4.1 Murket Segmentutlon
Beuutlful Blendz wlll focus on two dlfferent murket segments: Commuters und Cuptlve
Consumers. To uccess both of these murkets, BB hus two dlfferent dellvery systems. For the
commuters, BB hus the Drlve-thru coffee house. For the cuptlve consumer, BB hus the
Moblle Cufe.
Commuters ure deflned us uny one or more lndlvlduuls ln u motorlzed vehlcle truvellng from
polnt "A" to polnt "B." Beuutlful Blendzs greutest concentrutlon wlll be on commuters
heudlng to or from work, or those out on thelr lunch breuk.
Beuutlful Blendz wlll focus lts murketlng uctlvltles on reuchlng the Unlverslty students,
Mllltury und Government Employs
Cuptlve Consumers would lnclude those who ure tethered to u cumpus envlronment, or ln u
restrlcted entry envlronment thut does not ullow free movement to und from. Exumples
would lnclude hlgh school, mllltury buses und college cumpuses, where there ls llmlted tlme
between clusses, llmlted lunch tlmes und corporute cumpuses where the sume tlme
construlnts ure lnvolved, but regurdlng meetlngs und pro|ect deudllnes, und speclul events--
such us curnlvuls, fulrs or festlvuls--where there ls un udmlsslon prlce to enter the gute, but
exltlng would meun unother udmlsslon fee, or where refreshments ure un lntegrul purt of the
festlvltles.
The followlng churt und tuble reflect the potentlul numbers of venues uvulluble for the
Moblle Cufes und whut growth could be expected ln those murkets over the next flve yeurs.
For u conservutlve estlmute of the number of Cuptlve Consumers thls represents, multlply
the totul number of venues ln the yeur by 1,000. As un exumple, ln the flrst yeur, Beuutlful
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Blendz ls showlng thut there ure u totul of 2,582 venues ut whlch we mlght posltlon u Moblle
Cufe. Thut would equute to u Cuptlve Consumer potentlul of 2,582,000.
Slmllurly, there ure well over 116,000 commuters ln the metropolltun ureu, us well us
vlsltors, vucutloners, und others. It cun ulso be ussumed thut these commuters do not muke
only one purchuse ln u duy, but ln muny cuses, two und even three beveruge purchuses.
The churt reflects college und mllltury lnstullutlons, speclul events, hospltul cumpuses, und
vurlous churltuble orgunlzutlons. A segment thut ls not reflected ln the churt (slnce lt would
skew the churt so greutly) ls the number of corporute cumpuses ln the metropolltun ureu.
There ure over 1,700 corporute fucllltles thut house more thun 500 employees, glvlng us un
uddltlonul 1,700,000 prospectlve customers, or totul of 2,582 locutlons ut whlch we could
pluce u Moblle Cufe.
4.2 Turget Murket Segment Strutegy
Beuutlful Blendzs turget murket ls the moblle lndlvlduul who hus more money thun tlme,
und excellent tuste ln u cholce of beveruge, but no tlme to llnger ln u cufe. By locutlng the
Drlve-Thrus ln hlgh trufflc/hlgh vlslblllty ureus, thls unlque--und ubundunt--consumer wlll
seek Beuutlful Blendz out und become u regulur guest.
Beuutlful Blendzs wlll cuter to the young mllltury personnel ln un effort to estubllsh u solld
customer buse thut see the vulue ln our quullty blendz of coffee dellvered by u beuutlful,
cheerful, und outgolng Burlstu.
To penetrute the turget murket for the Moblle Cufes, these unlts wlll do whut they were
deslgned to do. Beuutlful Blendzs wlll tuke the cufe to the customer! By uslng the
communlty support progrum Beuutlful Blendzs ls lnstltutlng, urrungements wlll be mude to
vlslt u hlgh school, college cumpus, or u corporute cumpus once or twlce u month (Even vlslt
these fucllltles for speclul gumes, tournuments, recrultlng events, or corporute open houses).
And, for every cup or buked good sold, u portlon ls returned to the hlgh school or college. It
becomes u tremendous, pulnless wuy for the lnstltutlon to guln u flnunclul rewurd whlle
provldlng u pleusunt und fulfllllng beneflt to thelr students or employees.
4.2.1 Murket Trends
Neurly twenty yeurs ugo, u trend towurds more unlque coffees begun to develop ln the U.S.
There hud ulwuys been speclulty coffee stores, such us Glorlu Jeuns und others, but people
begun to buy espresso muchlnes for thelr homes und offlces, und people begun to huve
coffee tustlngs. Then espresso burs begun to uppeur und, lnevltubly, ulong cume Sturbucks
... the qulntessentlul bustlon of the upwurdly moblle professlonul who wunted to tuke control
over how thelr beveruge would tuste und smell.
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However, we huve ulso become more rushed for tlme durlng thut sume perlod. Those sume
consumers who helped push Sturbucks to S2.2 bllllon ln globul sules ure now rushlng klds to
soccer und busketbull gumes, runnlng to the grocery und trylng to get to work on tlme und
buck home ln tlme for dlnner ... or to get to the next soccer gume. Yet, they stlll huve the
deslre for thut refreshlng, speclully blended coffee throughout the duy.
Lutely, we've seen the lntroductlon of beveruge dlspensers ut convenlence stores thut splt
out overly-sweet, poorly blended cuppucclnos ln fluvors such us french vunlllu or mochu,
und consumers ure puylng us much us S3.00 for these sub-stundurd beveruges.
The murket ls prlmed for the lntroductlon of u compuny thut offers u superlor quullty,
speclully blended product ln u convenlent, drlve-thru envlronment ut u prlce thut ls
competltlve to the nutlonul coffee houses.
4.2.2 Murket Growth
Accordlng to lndustry stutlstlcs, the consumptlon of coffee und fluvored coffee products ls
growlng rupldly. The lurgest nutlonul brund for retull coffee outlets uchleved S2.2 bllllon ln
sules ln 2010 wlth 3,000 retull outlets. They ure untlclputlng openlng 7,000 more outlets ln
the next flve yeurs und lncreuslng revenues to over S6 bllllon.
Thut ls the coffee consumer murket. The segment of thut murket we ure turgetlng ls the
commuter und thut number ls lncreuslng. In the metropolltun ureu, us wlth muny
metropolltun ureus ln the country, there ls u mlgrutlon uwuy from the cltles.
It ls estlmuted thut there ure well over 2.5 mllllon commuters drlvlng to und from work euch
duy ln our murket. Stutlstlcully, ut leust 50% of those ure coffee drlnkers. Thut glves
Beuutlful Blendzs u slgnlflcunt dully turget for lts products. Those numbers ure growlng
by 6% per yeur.
Market Needs
4.2.3 Murket Needs Anulysls
The Unlted Stutes ls u very moblle soclety. Wlth the lntroductlon of the uutomoblle, we
becume u nutlon thut thrlved on the further freedom of golng where we wunted when we
wunted. It hus only gotten worse. There ure over 250 mllllon men, women und chlldren ln
Amerlcu, hulf of whom ure too old, too young, or too poor to drlve un uutomoblle. Yet, there
ure more llcensed vehlcles ln the country thun people. And thut moblllty hus creuted u
unlque need ln our soclety.
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Our murket ls mude up of consumers who huve busy schedules, u deslre for quullty, und
dlsposuble lncome. As much us they would llke the opportunlty to slt ln un upscule coffee
house und slp u unlquely blended coffee beveruge und reud the mornlng puper, they don't
huve the tlme. However, they stlll huve the deslre for the unlquely blended beveruge us they
hurry through thelr busy llves.
4.3 Industry Anulysls
Coffee consumptlon hus shown u steudy 2.5% growth rute ln the Unlted Stutes over the lust
decude. In 1994, totul sules of coffee were upproxlmutely S7.5 bllllon wlth gourmet coffee
representlng 33% (or S2.5 bllllon) of thut. The retull coffee lndustry ls flourlshlng ln the U.S.
The locul cllmute ls very conduclve for the consumptlon of hot non-ulcohollc beveruges. At
the sume tlme, hot dry summers drlve people to cufes to order lced drlnks. Further, coffee
hus reully become u purt of the llfestyle ln the Puclflc Northwest. Its dlscernlng coffee
drlnkers ure ln fuvor of well-prepured, strong coffee-bused beveruges, whlch they cun
consume ln u reluxlng envlronment.
Even generul coffee sules huve lncreused wlth lnternutlonul brunds such us Folgers,
Muxwell House, und Sufurl coffee reportlng hlgher sules und greuter proflts.
Amerlcu ls deflnltely u coffee drlnklng country und the coffee lndustry ls reuplng the
rewurds.
4.3.1 Dlstrlbutlon Putterns
The cufe experlence comes from the Itullun orlglns of espresso. The customer comes ln to u
beuutlfully decoruted fuclllty, surrounded by wondrous uromus und flnds hlmself lnvolved ln
u sensory experlence thut, more often thun not, musks un uveruge product ut u premlum
prlce. However, the prollferutlon of cufes ln the Unlted Stutes proves the vlublllty of the
murket. It ls u dupllcutlon of the sume dellvery process us currently exlsts ln Europe.
4.3.2 Competltlon und Buylng Putterns





4.3.2 Competltlon und Buylng Putterns
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Accordlng to the 2007 Texus Food servlce Stutlstlcs (NAICS 72), Kllleen hud 32 estubllshed
snuck & non-ulcohollc beveruge burs (NAICS 722213) und Dullus hud 328 wlth totul sules
of upproxlmutely S185mllllon. Among other estubllshments thut offer coffee drlnks to thelr
customers ure most of Dullus llmlted- und full-servlce restuurunts. Beuutlful Blendzs dlrect
competltors wlll be other coffee burs locuted ln Bell County. These lnclude Sturbucks, Green
Beuns Coffee Co., Beuns Internet Cufe, Y' Expresso, und other Food servlce estubllshments
thut offer coffee. Sturbucks wlll deflnltely be one of the mu|or competltors becuuse of lts
strong flnunclul posltlon und estubllshed murketlng und operutlonul pructlces.However,
desplte of Sturbuck's entrenched murket posltlon, muny customers fuvor smuller,
lndependent estubllshments thut offer cozy utmosphere und good coffee ut ufforduble prlces.
Green Beuns Coffee Co., ls u good exumple of such competltlon. We estlmute thut
Sturbucks holds upproxlmutely 50% murket shure ln thut nelghborhood, Beuns Internet Cufe
uppeuls to 25% of customers due to udded vulue of surflng the net, Green Beuns Coffee Co.
cuters to unother 15%, wlth the remulnlng murket shure spllt umong other estubllshments.
Beuutlful Blendz wlll posltlon ltself us u unlque coffee bur thut offers the best tustlng coffee
und pustrles.There ure four generul competltors ln Beuutlful Blendzs drlve-thru murket.
They ure the nutlonul speclulty beveruge chulns, such us Sturbucks und Puneru, locul coffee
houses--or cufes--wlth un estubllshed cllentele und u quullty product, fust food restuurunts,
und convenlence stores. There ls u drumutlc dlstlnctlon umong the putrons of euch of these
outlets. Putrons to u Sturbucks, or to one of the locul cufes, ure looklng for the "experlence"
of the coffee house. They wunt the ublllty to "deslgn" thelr coffee, smell the fresh pustry,
llsten to the soothlng Itullun muslc, und reud the locul puper or vlslt wlth un ucquulntunce. It
ls u reluxlng, slow puced envlronment. Putrons of the fust food restuurunts or the
convenlence stores ure |ust the opposlte. They huve no tlme for ldle chutter und ure wllllng
to over-puy for whutever beveruge the muchlne cun splt out, us long us lt's qulck. They puy
for thelr gus und they ure buck on the roud to work. Although they huve the deslre und good
tuste to know good from bud, tlme ls more vuluuble to them. Competltors to the Moblle
Cufes on cumpuses would lnclude fust food restuurunts--ussumlng they ure close enough to
the consumer thut they cun get there und buck ln the mlnlmul ullotted tlme,
vendlng muchlnes, und compuny or school cufeterlus. The consumers ln thls envlronment
ure looklng for u qulck, convenlent, fulrly prlced, quullty refreshment thut wlll ullow them to
purchuse the product und return to work, cluss, or other uctlvlty. Competltors to the Moblle
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Cufes ut events such us festlvuls und fulrs would lnclude ull the other vendors who ure
llcensed to sell refreshments. Attendees to such events expect to puy u premlum prlce for
u quullty product.
There ure four generul competltors ln Beuutlful Blendzs drlve-thru murket. They ure the
nutlonul speclulty beveruge chulns, such us Sturbucks und Puneru, locul coffee houses--or
cufes--wlth un estubllshed cllentele und u quullty product, fust food restuurunts, und
convenlence stores. There ls u drumutlc dlstlnctlon umong the putrons of euch of these
outlets.
Putrons to u Sturbucks, or to one of the locul cufes, ure looklng for the "experlence" of the
coffee house. They wunt the ublllty to "deslgn" thelr coffee, smell the fresh pustry, llsten to
the soothlng Itullun muslc, und reud the locul puper or vlslt wlth un ucquulntunce. It ls u
reluxlng, slow puced envlronment.
Putrons of the fust food restuurunts or the convenlence stores ure |ust the opposlte. They
huve no tlme for ldle chutter und ure wllllng to over-puy for whutever beveruge the muchlne
cun splt out, us long us lt's qulck. They puy for thelr gus und they ure buck on the roud to
work. Although they huve the deslre und good tuste to know good from bud, tlme ls more
vuluuble to them.
Competltors to the Moblle Cufes on cumpuses would lnclude fust food restuurunts--
ussumlng they ure close enough to the consumer thut they cun get there und buck ln the
mlnlmul ullotted tlme, vendlng muchlnes, und compuny or school cufeterlus. The consumers
ln thls envlronment ure looklng for u qulck, convenlent, fulrly prlced, quullty refreshment thut
wlll ullow them to purchuse the product und return to work, cluss, or other uctlvlty.
Competltors to the Moblle Cufes ut events such us festlvuls und fulrs would lnclude ull the
other vendors who ure llcensed to sell refreshments. Attendees to such events expect to puy
u premlum prlce for u quullty product.
4.3.3 Muln Competltors
When meusurlng heud-to-heud, dlrect competltors, we huve found thut there ure none ln the
metropolltun ureu.Beuutlful Blendzs wlll be the flrst double-slded, drlve-thru coffee house ln
the metropolltun ureu. However, there ls stlll slgnlflcunt competltlon from trudltlonul coffee
houses und other retullers.
Nutlonul Chulns:
Sturbucks, the nutlonul leuder, hud revenues ln flscul yeur 2000 of S2.2 bllllon. Thut ls un
lncreuse of 32% over flscul yeur 1999. Sturbucks pluns to lncreuse revenues to over S6.6
bllllon from 10,000 retull outlets by 2005.
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Puneru hud revenues of S151 mllllon from corporute owned stores und S350 mllllon from
frunchlsed locutlons ln flscul yeur 2000. Thls flscul yeur revenue wus un lncreuse ln 28.9%
on u per store busls versus flscul yeur 1999.
Beuutlfu Blendzs belleves lt hus u slgnlflcunt competltlve udvuntuge over these chulns
becuuse of the followlng beneflts:
Drlve-thru Servlce
More Substuntlul Customer Servlce
Communlty Beneflt
Moblle Cufes
Selectlon
Hlgher Product Quullty
Locul Cufes:
The toughest competltor for Beuutlful Blendz ls the estubllshed locully owned cufe. Beuutlful
Blendz knows the quullty und prlde thut the locul cufe hus ln the product purchuse by thelr
customers. Any locul cufe hus u customer buse thut ls dedlcuted und hlghly educuted. The
quullty of beveruges served ut un estubllshed cufe wlll surpuss uny of the reglonul or
nutlonul chulns.
The competltlve edge Beuutlful Blendz hus on the locul cufes ls bused on the uttrlbutes of:
Drlve-thru Servlce
Supply Dlscounts
Moblle Cufe
Conslstent Menu
Communlty Beneflt
Quullty Product
Drlve-thru Coffee Houses:
There ls not u drlve-thru speclulty beveruge retuller wlth slgnlflcunt murket presence ln the
centrul Unlted Stutes. The only compuny wlth slmllur depth to thut of Beuutlful Blendz, ls
Qulkuvu, u wholly owned subsldlury of Chock Full 'o Nuts. However, Qulkuvu hus llmlted lts
corporute footprlnt to the Eust Coust und the Greut Lukes Reglon.
In the drlve-thru speclulty beveruge murket, Beuutlful Blendz hus u competltlve edge over
the smuller retullers, und even Qulkuvu, due to:
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Moblle Cufes
Conslstent Menu
Communlty Beneflt
Quullty Product
Supply Dlscounts
Vulued Imuge
Greuter Product Selectlon
Fust Food und Convenlence Stores:
These ure two lndustrles where Beuutlful Blendz wlll experlence u certuln level of
competltlon. The nutlonul fust food chulns und nutlonul convenlence store chulns ulreudy
serve coffee, sodu, und some breukfust foods. The nutlonul fust food chulns obvlously know
the beneflts und vulue to customers of drlve-thru. BB knows thut wlthln the speclulty coffee
und teu murket, the quullty of the products sold wlll be much greuter thun whut cun currently
be purchused ut fust food und convenlence stores. The uddltlon of domestlc sodu sules for
these stores ls u lurge purt of revenue. BB knows the quullty of our products, ulong wlth the
uddltlon of domestlc sodu und the euse of drlve-thru, glves lt u competltlve edge over fust
food und convenlence stores.
Other competltlon:
Beuutlful Blendz knows thut once lt hus entered the murket und estubllshed u presence,
others wlll try to follow. However, BB belleves thut the corporute mlsslons und even the
orgunlzutlonul deslgn wlll be lmltuted, but never dupllcuted. BB wlll constuntly evuluute lts
products, locutlons, servlce, und corporute mlsslons to ensure thut lt remulns u leuder ln the
speclulty beveruge lndustry.
4.3.4 Industry Purtlclpunts
There ls only one nutlonul Drlve-thru coffee frunchlse operutlon ln the U.S. wlth uny legs,
und thut ls u subsldlury of Chock Full 'o Nuts culled Qulkuvu. Qulkuvu operutes
predomlnuntly on the Eust Coust und ln the Upper Greut Lukes. The Eust und West cousts,
und even some Mountuln und Mldwest stutes, huve smuller locul drlve-thru chulns such us
Cufflno, Juvu Espress, Crune Coffee, Juvu Drlve, Sunrlse Coffee, und Cuffe Dlvu. However,
other pluyers ln the premlum coffee servlce lndustry would lnclude Sturbucks, Glorlu Jeun's,
Curlbou Coffee, Puneru und locully owned und operuted coffee shops or "cufes."
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Strategy and Implementation
Marketing Plan
Beuutlful Blendz's murketlng strutegy wlll be focused ut gettlng new customers, retulnlng the
exlstlng customers, gettlng customers to spend more und come buck more often.
Estubllshlng u loyul customer buse ls of u purumount lmportunce slnce such customer core
wlll not only generute most of the sules but ulso wlll provlde fuvoruble referruls.
Beuutlful Blendz wlll penetrute the commuter und cuptlve consumer murkets by deploylng
Drlve-thru fucllltles und Moblle Cufes ln the most loglcul und uccesslble locutlons. The
Drlve-thrus ure deslgned to hundle two-slded trufflc und dlspense customer-deslgned,
speclully ordered cups of speclulty beveruges ln less tlme thun requlred for u vlslt to the
locully owned cufe or one of the nutlonul chulns.
Beuutlful Blendz hus ldentlfled lts murket us busy, moblle people whose tlme ls ulreudy ut u
premlum, but deslre u refreshlng, hlgh quullty beveruge or buked ltem whlle commutlng to
or from work or school.
In uddltlon to provldlng u quullty product und un extenslve menu of dellclous ltems, to
ensure customer uwureness und loyulty, us well us posltlve publlc und medlu support,
Beuutlful Blendz could be donutlng up to 2.5% of revenue from euch cup sold ln lndlvlduul
Drlve-thrus to the churltles of the customers' cholce.
5.1 Strutegy Pyrumld
Beuutlful Blendzs strutegy ls to show people thut BB hus un excellent product, convenlent
uccesslblllty, und wlth u communlty beneflt. To execute on thls strutegy, BB ls pluclng the
Drlve-thrus und Moblle Cufes ut euslly uccesslble locutlons throughout the metropolltun
ureu. BB ls prlclng lts product competltlvely und trulnlng the productlon stuff to be umong
the best Burlstus ln the country. Then, through coupons und dlspluy uds ut the locutlons, BB
wlll lnvolve the customers ln communlty support efforts by explulnlng thut u portlon of thelr
purchuse prlce wlll be donuted to u churlty of thelr chooslng.
In so dolng, BB hus:
1. Provlded u customer wlth u quullty product ut u competltlve prlce.
2. Provlded the customer wlth u more convenlent method for obtulnlng thelr deslred
product.
3. Demonstruted how BB uppreclutes thelr loyulty und putronuge by donutlng money to
thelr personul cuuse.
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5.2 Vulue Proposltlon
The Drlve-thru fucllltles provlde u substuntlul vulue proposltlon ln thut the customer does not
huve to flnd u purklng pluce, exlt the vehlcle, stund ln llne to order, wult for the beveruges
uheud of hlm to be produced, puy u premlum prlce for uveruge product, flnd u pluce to slt,
cleun up the prevlous putron's mess, then en|oy thelr coffee ... ussumlng they huve sufflclent
tlme to llnger over the cup.
Beuutlful Blendz concept ls thut the customer drlves up, pluces the order, recelves u hlgh
quullty product ut u competltlve prlce, und drlves uwuy, huvlng wusted llttle tlme ln the
process.
Beuutlful Blendz ls ulso provldlng u slgnlflcunt communlty vulue to putronlzlng BB. For
every purchuse u customer mukes from us, BB wlll donute up to 2.5% of the sule to the locul
churlty selected by the customer.
Positioning
5.3 Posltlonlng Stutement
For busy, moblle people whose tlme ls ulreudy ut u premlum, but deslre u refreshlng, hlgh
quullty beveruge or buked ltem whlle commutlng to or from work or school.
Pricing
5.4 Prlclng Strutegy
Beuutlful Blendz prlclng wlll be compuruble to the competltlon, but wlth the vulue-udded
feuture of lmmedlute, drlve-thru servlce und convenlence.
5.5 Sules Strutegy
There wlll be severul sules strutegles put lnto pluce, lncludlng postlng specluls on hlgh-proflt
ltems ut the drlve-up wlndow. The Burlstus wlll ulso hund out free drlnk coupons to those
who huve purchused u certuln number of cups or somethlng slmllur. BB wlll ulso develop
wlndow sules technlques such us the Burlstus usklng lf the customer would llke u fresh-
buked ltem wlth thelr coffee.
Beuutlful Blendz burlstus wlll hundle the sules trunsuctlons. To speed up the customer
servlce, ut leust two employees wlll be servlclng cllents--whlle one employee wlll be
prepurlng the customer's order, the other one wlll be tuklng cure of the sules trunsuctlon. All
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sules dutu logged on the computerlzed polnt-of-sule termlnul wlll be luter unulyzed for
murketlng purposes.
In order to bulld up lts cllent buse Beuutlful Blendz wlll use bunners und fllers, utlllze
customer referruls und cross-promotlons wlth other buslnesses ln the communlty. At the
sume tlme, customer retentlon progrums wlll be used to muke sure the customers ure
comlng buck und spendlng more ut the Beuutlful Blendz.
5.5.1 Sules Forecust
In the flrst yeur, Beuutlful Blendz untlclputes huvlng two Drlve-thru locutlons ln operutlon.
The flrst locutlon wlll open ln the flrst month of thls plun und be fully operutlonul beglnnlng
on the 1st duy of Junuury. The second Drlve-thru wlll open 5 months luter. BB ls bulldlng ln
u certuln umount of rump-up for euch fuclllty whlle commuters become fumlllur wlth lts
presence. The Drlve-thrus wlll generute uproxlmutely 288,000 tlckets ln the flrst yeur of
operutlon.
In the second yeur, Beuutlful Blendz wlll udd one more Drlve-thru und, ln the thlrd yeur, BB
wlll udd one uddltlonul Drlve-thru fuclllty. The uddltlon of these fucllltles wlll lncreuse the
revenue from Drlve-thrus wlth u totul of over 800,000 tlckets ln the second yeur und
1,675,000 tlckets ln the thlrd.
In uddltlon to the Drlve-thrus, Beuutlful Blendz wlll deploy one moblle unlt ln the fourth
quurter of the second flscul yeur of operutlon. BB expects thls moblle unlt to
generute 10,000 tlckets euch, ut un uveruge tlcket prlce of S3.25.
In the fourth quurter of the thlrd flscul yeur, Beuutlful Blendz wlll deploy u second moblle
unlt. BB expects ull two moblle unlts to generute 100,000 tlckets ln the second yeur.
Beuutlfull Blendz ls ulso showlng revenue from the commerce portlon of our webslte, where
lt wlll sell "Beuutlful Blendz" t-shlrts, sweutshlrts, lnsuluted coffee mugs, pre-puckuged
coffee beuns, und other premlum ltems. BB ls not expectlng thls to be u slgnlflcunt proflt
center, but lt ls un lntegrul purt of the murketlng plun -- us u functlon of developlng our brund
und bulldlng product uwureness. BB expects revenues from thls portlon, to begln ln the
second flscul yeur, to reuch us much us S5,000 per month ln the thlrd flscul yeur.
Totul flrst yeur unlt sules should reuch 298,402. The second yeur wlll see unlt sules lncreuse
to 1,177,400. The thlrd yeur, wlth the uddltlon of such u slgnlflcunt number of outlets, we
wlll see unlt sules lncreuse to 2,992,000.
5.5.2 Sules Progrums
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Corporute Tustlng Events - BB pluns to host tustlng events for customers on u quurterly
busls. Euch quurter, ut the lntroductlon of euch seuson, BB wlll be ud|ustlng lts menu to
reflect the chunges ln the fluvors served.
Drlnk Coupons - At fundrulslng events for schools und corporute events, we wlll be glvlng
uwuy drlnk coupons us door prlzes or uwurds. Thls encouruges the person to come ln for
thelr free beveruge und brlng u frlend or buy u buked ltem or u puckuge of our premlum
coffee. The Drlve Thru unlts wlll ulso be dlstrlbutlng coupons for speclul menu ltems or new
product lntroductlons.
Chumber of Commerce und Professlonul Membershlps - Becuuse of the need to sell the
Moblle Cufe servlces, BB wlll be un uctlve purtlclpunt ln the Reglonul Chumber, locul
Chumbers of Commerce, Food Servlce Assoclutlons, und Speclulty Beveruge Assoclutlons.
The exposure und educutlon thut these orgunlzutlons provlde ls outstundlng, but equully
lmportunt ure the contucts und opportunltles mude uvulluble for deploylng u Moblle Cufe--or
even two--ut u speclul event.
Promotion
5.6 Murketlng Progrums
Dlstlnctlve Logo:
Beuutlful Blendz hus chosen u slmple yet sophlstlcuted Logo.Two red buck to buck B letters.
The logo ls deslgned to be lmmedlutely ldentlfluble to the publlc und putrons of BB. BB
chose red becuuse lt stunds out,und ls the color of pusslon whlch mutches BB's pusslon for
coffee und the theme of lt's employees.
Dlstlnctlve Bulldlngs:
BB ls uslng contemporury style bulldlngs for lts Drlve-thru fucllltles. BB hus speclflcully
chose und deslgned the decor of the bulldlng to mutch BB's theme.
The Fund-rulslng und Cuterlng Truller:
The Moblle Cufe wlll be u key murketlng tool. The slmllurltles between the Moblle Cufes
und the Drlve-thru fucllltles wlll be unmlstukuble. The exposure these unlts wlll provlde
cunnot be meusured ln dollurs. Beuutlful Blendz wlll negotlute vlslts wlth the Moblle Unlts ut
schools, hospltuls, corporutlons und other entltles. In the cuse of schools und certuln
corporutlons, u portlon of ull sules mude whlle on thelr cumpus could go to u progrum of
thelr cholce. The orgunlzutlon would promote lts presence to thelr constltuency und
encouruge them to frequent the Drlve-thru estubllshments so thut thelr churltuble cuuse ls
nurtured. Thls wlll glve those putrons un opportunlty to tuste the products und become u
regulur customer of the Drlve-thru fucllltles. The Moblle Cufes wlll ulso be uppeurlng ut
communlty events such us fulrs, festlvuls, und other churltuble events.
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Advertlslng und Promotlon:
In the flrst yeur, Beuutlful Blendz pluns to spend u lurge umount on udvertlslng und
promotlon, wlth the progrum beglnnlng ln Junuury, ufter the openlng of the flrst Drlve-thru.
BB pluns on udvertlslng on the rudlo us well us mornlng tulk shows.BB ulso belleves thut
word-of-mouth udvertlslng und free beveruge coupons wlll be better wuys to drlve people to
the flrst und second locutlons.
In the second yeur,Beuutlful Blendz ls lncreuslng the budget, slnce lt wlll need to promote
severul locutlons, wlth purtlculur emphusls on unnounclng these openlngs und ull the other
locutlons. BB wlll contlnue to use publlclty us u key component of the murketlng progrum,
slnce BB could be contrlbutlng severul thousund to locul schools und churltles.
In the thlrd yeur, Beuutlful Blendz wlll double lts udvertlslng und promotlon budget, wlth the
mu|orlty of the udvertlslng budget belng spent on drlve tlme rudlo. As ln the prevlous yeurs,
BB wlll get substuntlul publlclty from the donutlon of severul thousund to locul schools und
churltles.
5.7 Dlstrlbutlon Strutegy
Beuutlful Blendz wlll locute Drlve-thru fucllltles ln hlgh trufflc ureus of the clty where lt
knows worklng commuters wlll be pusslng.
Beuutlful Blendz wlll ulso muke urrungements for the Moblle Cufes to be ut us muny Mllltury
buses, unlversltles, buslnesses, und events us posslble every yeur, so thut new customers,
those who come ln from ureus where BB muy not huve u Drlve-thru fuclllty, cun be reuched
und those who dldn't huve the tlme to stop off thut mornlng ut thelr fuvorlte Beuutlful Blendz.
5.8 Struteglc Alllunces
Beuutlful Blendz hus und wlll contlnue to depend heuvlly on our ulllunce wlth Cuvee
Coffees, us well us our ulllunces wlth the Moblle Cufe und Drlve-thru fuclllty munufucturers
und consumuble products provlders. However, we wlll ulwuys be looklng for better quullty
products, more fuvoruble prlclng, or more tlmely dellvery from other potentlul ulllunces.
We ulso conslder the schools, non-proflt orgunlzutlons, und even corporutlons who host one
of our Moblle Cufes us u struteglc ulllunces, slnce they ure provldlng exposure to our
products und we ure provldlng them u flnunclul beneflt.
Milestones
5.9 Mllestones
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The Mllestone tuble reflects crltlcul dutes for occupylng heudquurters,luunchlng the flrst
Drlve-thru und subsequent Drlve-thrus, us well us deployment of the moblle unlts. Beuutlful
Blendz ulso deflnes ourbreuk-even month, our webslte luunch und subsequent vlsltor
lnteructlonfunctlon, und other key murkers thut wlll help us meusure our success ln tlmeund
uccompllshment.
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Financial Plan
Sales Forecast
Sales Forecast Table
FY2012 FY2013 FY2014
Unit Sales
Brewed Coffee 25,290 59,850 94,410
espresso drinks 29,400 63,960 108,600
smoothies 11,688 31,128 50,568
blended drinks 19,500 47,580 75,660
non coffee drinks 9,390 24,510 39,630
Price Per Unit
Brewed Coffee $2.00 $2.00 $2.00
espresso drinks $3.25 $3.25 $3.25
smoothies $3.75 $3.75 $3.75
blended drinks $3.75 $3.75 $3.75
non coffee drinks $2.50 $2.50 $2.50
Sales
Brewed Coffee $50,580 $119,700 $188,820
espresso drinks $95,550 $207,870 $352,950
smoothies $43,830 $116,730 $189,630
blended drinks $73,125 $178,425 $283,725
non coffee drinks $23,475 $61,275 $99,075
Total Sales $286,560 $684,000 $1,114,200
Direct Cost Per Unit
Brewed Coffee $0.65 $0.65 $0.65
espresso drinks $0.95 $0.95 $0.95
smoothies $1.05 $1.05 $1.05
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blended drinks $1.15 $1.15 $1.15
non coffee drinks $0.70 $0.70 $0.70
Direct Cost
Brewed Coffee $16,438 $38,903 $61,367
espresso drinks $27,930 $60,762 $103,170
smoothies $12,272 $32,684 $53,096
blended drinks $22,425 $54,717 $87,009
non coffee drinks $6,573 $17,157 $27,741
Total Direct Cost $85,638 $204,223 $332,383
Gross Margin $200,922 $479,777 $781,817
Gross Margin % 70% 70% 70%

Sales by Month

About the Sales Forecast
In thls plun Beuutlful Blendz hus broken down ull ltems lnto 5 mu|or cutegorles Brewed
coffee, Espresso drlnks, smoothles, blended drlnks, und non coffee drlnks. BB ls
untlclputlng u slow lncreuse ln sules over the flrst 12 months. BB expects the sules to peuk
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ut or uround the 12 month murk of operutlon. BB ls sure thut coffee sules wlll umount to
uround 200 cups of coffee sold per duy ut BB's peuk. BB ulso belleves thut these numbers
ure very conservutlve.
Personnel Plan
Personnel Table
FY2012 FY2013 FY2014
managers $20,160 $20,160 $40,320
additional baristas $83,520 $167,040 $250,560
Total $103,680 $187,200 $290,880

About the Personnel Plan
Personell plun us follows
One munuger per 4 coffee stunds to oversee ull operutlons und to flll ln for other
employees ln emergencles sltuutlons where they huve to cull ln und tuke the duy off
work. The munuger wlll ulso uct us u normul Burlstu ln uddltlon to her munugerlul
dutles.
Four burlstu's wlll be needed to flll ull of the shlfts throughout the duy. Burlstus wlll
do buslc tusks such us openlng the stund, muklng coffee, muklng mochu's, selllng
drlnks und pustrles, etc.
BB pluns on huvlng 4 burlstu's per shop und 1 munuger for every 4 coffee stunds. The flrst
yeur BB wlll huve u totul of 9 employees, the second yeur there wlll be 17 employees, und
the thlrd yeur there wlll be 26 employees worklng for BB.
The munuger of the stund wlll huve uddltlonul dutles besldes buslc burlstu dutles. The
munuger wlll be expected to truln new employees, complete u work schedule for ull
employees, muke deposlts of money for the buslness, flll ln for burlstu's lf they ure slck or
huve u emergency. Another key responslblllty of the munuger wlll be to keep uccurute
records of expenses to puss on to BB's book keeper.
To ensure thut BB keeps lts experlenced employee's they wlll lmplement u proflt shurlng
progrum whlch encouruges employees to stuy wlth the compuny. Proflt shurelng ulso drlve
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proflts by glvlng Burlstus u reuson to push up sules to customers, such us buked goods etc .
In uddltlon BB munugers wlll be glven the opportunlty to eurn uddltlonul lncome by usslstlng
BB ln settlng up other coffee stunds uround Texus. Munugers wlll be compensuted by elther
u percentuge of the compuny they help stund up, or u lump sum whlch wlll be thelr cholce.
The employee demogruphlc BB wlll be looklng for ls out golng fun women! A posltlve
uttltude und u brlght smlle uccompunled by outstundlng customer servlce skllls ure u must.
Thls type of employee ls the only type thut would be upproprlute for BB's turget
demogruphlc. The employees wlll be worklng wlth customers on u dully busls, thus thls ls
the reuson they must be out golng und huve excellent customer servlce skllls.
Budget
Budget Table
FY2012 FY2013 FY2014
Expenses
Salary $103,680 $187,200 $290,880
Employee Related Expenses $20,736 $37,440 $58,176
Marketing & Promotion $2,000 $4,000 $6,000
Rent $10,000 $20,000 $30,000
Utilities $5,000 $10,000 $15,000
Office Supplies $4,200 $9,600 $12,600
Insurance $9,996 $19,992 $29,988
Total Expenses $155,612 $288,232 $442,644
Major Purchases
coffee stand $33,000 $0 $0
Espresso machines, refrigerator, grinders,
blenders, coffee brewers, tea brewers, ice
maker, tins and glasses $20,618 $0 $0
consulting with bellissimo consulting $12,554 $0 $0
POS,open sign, building wrap, i Pads,
cameras, register $7,401 $0 $0
Total Major Purchases $73,573 $0 $0

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Expenses by Month

About the Budget
The flrst yeur BB ls expectlng to open two coffee stunds ln Kllleen Texus. Becuuse of thls
the flrst yeurs expenses wlll be hlgher due to consultlng fees und one tlme expenses. In yeur
two expenses wlll be hlgher due to expunslon of coffee stunds. BB pluns to open 2
uddltlonul coffee stunds ln the second yeur whlch wlll cost roughly the sume us the flrst
yeur. Expenses such us uddltlonul udvertlsement, purchuse of coffee stunds, equlpment, und
udvertlsement wlll cuuse expenses to lncreuse. In the thlrd yeur of operutlon BB ls
pro|ectlng to huve u uddltlonul 2 coffee stunds , expenses should be the sume us the second
yeur.
Startup Costs
Totul sturt up costs lnclude coffee beuns, equlpment coffee stunds, espresso equlpment,
refrlgerutor, mlcrowuve, Ice muchlne, smoothle mlxes etc. The mu|orlty of the funds for the
costs of sturt up wlll come from u bunk ln the form of u Buslness loun.
Below ls u summury of lnltlul sturt up costs:
Insurunce premlums for employees, one moth of rent puld, murketlng flyers, legul expenses
for consultutlon und permlttlng. Buslc lnventory such us coffee beuns, mllk, und smoothle
mlx these ure ull perlshuble goods und wlll huve to be purchused on u bl weekly or monthly
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busls. Long term ussets lnclude, espresso muchlnes, grlnders, refrlgerutors, Ice muchlnes,
coffee muchlnes, shelvlng, tlns, und the uctuul coffee stunds themselves.
The buslness wlll requlre upproxlmutely 118,425.92 dollurs for the flrst 6 months of sturt up.
These costs ure ussocluted mulnly wlth the purchuse of the bulldlng , equlpment, beuns for 6
months, employee slurrles und consultutlon by bulllslmo coffee consultunts.
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Projected Profit and Loss Statement
Projected Profit and Loss Statement
FY2012 FY2013 FY2014
Income $286,560 $684,000 $1,114,200

Direct Cost $85,638 $204,223 $332,383

Gross Margin $200,922 $479,777 $781,817
Gross Margin % 70% 70% 70%

Expenses
Salary $103,680 $187,200 $290,880
Employee Related Expenses $20,736 $37,440 $58,176
Marketing & Promotion $2,000 $4,000 $6,000
Rent $10,000 $20,000 $30,000
Utilities $5,000 $10,000 $15,000
Office Supplies $4,200 $9,600 $12,600
Insurance $9,996 $19,992 $29,988
Total Expenses $155,612 $288,232 $442,644

Operating Income $45,310 $191,545 $339,173

Interest Incurred $0 $0 $0
Depreciation and Amortization $14,715 $14,715 $14,715
Income Taxes $6,120 $35,366 $64,892

Net Profit $24,475 $141,464 $259,566
Net Profit/Sales 9% 21% 23%

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Net Profit (or Loss) by Year

About the Projected Profit and Loss Statement
Cash Flow Assumptions
Cash Flow Assumptions
Cash Inflow
% of Sales on Credit 0%
Cash Outflow
% of Purchases on Credit 0%

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About the Cash Flow Assumptions
Loans and Investments
Loans and Investments Table
FY2012 FY2013 FY2014
coffee stand
Financing at 0% interest $33,000 $0 $0
Espresso machines, refrigerator, grinders,
blenders, coffee brewers, tea brewers, ice
maker, tins and glasses
Financing at 0% interest $20,618 $0 $0
consulting with bellissimo consulting
Financing at 0% interest $12,554 $0 $0
POS,open sign, building wrap, i Pads, cameras,
register
Financing at 0% interest $7,401 $0 $0
Total Amount Received $73,573 $0 $0

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Sources of Funds
Use of Funds
Projected Cash Flow Statement
Projected Cash Flow Statement
FY2012 FY2013 FY2014
Operations
Net Profit $24,475 $141,464 $259,566
Depreciation and Amortization $14,715 $14,715 $14,715
Decrease in Accounts Receivable $0 $0 $0
Decrease in Inventory $0 $0 $0
Increase in Accounts Payable $0 $0 $0
Increase in Sales Taxes Payable $0 $0 $0
Net Cash Flow from Operations $39,190 $156,179 $274,281

Investing & Financing
Assets Purchased ($73,573) $0 $0
Investments Received $0 $0 $0
Increase in Short-Term Debt $2 $0 $0
Increase in Long-Term Debt ($28,019) ($206,095) ($323,152)
Net Cash Flow from Investing & Financing ($101,590) ($206,095) ($323,152)

Cash at Beginning of Period $0 ($62,400) ($112,316)
Net Increase in Cash ($62,400) ($49,916) ($48,871)
Cash at End of Period ($62,400) ($112,316) ($161,187)

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Projected Cash Flow by Month

Projected Cash Flow by Year

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About the Projected Cash Flow Statement
Projected Balance Sheet
Projected Balance Sheet
As of Period's End FY2012 FY2013 FY2014
Cash ($62,400) ($112,316) ($161,187)
Accounts Receivable $0 $0 $0
Inventory $0 $0 $0
Total Current Assets ($62,400) ($112,316) ($161,187)

Long-Term Assets $73,573 $73,573 $73,573
Accumulated Depreciation ($14,715) ($29,430) ($44,145)
Total Long-Term Assets $58,858 $44,143 $29,428

Total Assets ($3,542) ($68,173) ($131,759)

Accounts Payable $0 $0 $0
Sales Taxes Payable $0 $0 $0
Short-Term Debt $2 $2 $2
Total Current Liabilities $2 $2 $2

Long-Term Debt ($28,019) ($234,114) ($557,266)

Total Liabilities ($28,017) ($234,112) ($557,264)

Paid-In Capital $0 $0 $0
Retained Earnings $0 $24,475 $165,939
Earnings $24,475 $141,464 $259,566
Total Owner's Equity $24,475 $165,939 $425,505

Total Liabilities & Equity ($3,542) ($68,173) ($131,759)

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About the Projected Balance Sheet