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CoffeeVille Business Plan Overview

CoffeeVille is a business that aims to expand to multiple locations in Melbourne over five years by providing high quality fair trade coffee, food, and excellent customer service. The business will target individual takeaway customers, those dining in, and groups for catering. Marketing strategies include completing a marketing plan, magazine and direct mail advertising, maintaining a website and social media presence. Sales forecasts project $105,000 in monthly sales from coffee, food, and drinks. Strengths include skilled staff and products that exceed competitors, while weaknesses are a limited marketing budget and capacity. Opportunities exist in market potential and expansion, while threats include growing competition and uncertainty in coffee supplies.

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456 views10 pages

CoffeeVille Business Plan Overview

CoffeeVille is a business that aims to expand to multiple locations in Melbourne over five years by providing high quality fair trade coffee, food, and excellent customer service. The business will target individual takeaway customers, those dining in, and groups for catering. Marketing strategies include completing a marketing plan, magazine and direct mail advertising, maintaining a website and social media presence. Sales forecasts project $105,000 in monthly sales from coffee, food, and drinks. Strengths include skilled staff and products that exceed competitors, while weaknesses are a limited marketing budget and capacity. Opportunities exist in market potential and expansion, while threats include growing competition and uncertainty in coffee supplies.

Uploaded by

Jibendra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

A Presentation on Business Plan for

CoffeeVille

Prepared by : Riccardo Tumminia

Student ID: 42211

1
Vision, Mission
 Vision: Within five years, CoffeeVille will have expanded to
a number of key locations in the Melbourne CBD.

 Mission: CoffeeVille provides:


 High quality, fair trade coffee
 Superior hot and cold gourmet food and beverages
 Consistently high level of service that is expert and
knowledgeable, fast and friendly.
Goal and Objective
 CoffeeVille only serves certified fair trade coffee.
 Where possible, CoffeeVille sources local
ingredients and products.
 CoffeeVille provides a friendly environment for
staff and customers.
Target Market
 Individual takeaway
 Individual sit-down
 Groups (organisations and business catering).
Marketing strategy
 Marketing plan completion: Provide direction to
marketing activities and coordinate with business plan.
 Weekly magazine advertising: Will target key takeaway
and sit down customers.
 Monthly direct mail: Will target catering customers with
key messages based on up to date customer needs.
 Website maintenance: Will allow message to computer
literate customers to be updated.
 Website content update in line with current campaigns
and offerings: Will allow information on site to coordinate
with and enhance customer calls to action from campaigns.
 Facebook campaign: Will reach growing number of social
network users and use potential for viral and word of mouth
promotion.
Finances
 Sales Forecast
 CoffeeVille sales targets are:
 $105,000 total sales monthly:
 300 cups of coffee daily =$24,000/month
 150 focaccias and salads daily = $24,000/month
 230 pastries and muffins daily = $25,000/month
 50 bottles of soft drink daily =$2,000/month
 10 catered lunches/week = $30,000/month
SWOT Analysis
Strength Weakness
•Excellent staff, highly skilled at •A limited marketing budget to
coffee making and food preparation. develop brand awareness.
•Great location. •Limited space and capacity to serve
•High customer loyalty. more customers.
•Coffee and food offerings that •High cost of sales associated with
exceed competitors’ offerings in choice to provide fair trade and
quality and speed organic food and coffee

Opportunities Threats
•Strong market potential. A significant •Competition from local cafes and food
percentage of the target market still not service providers.
visiting CoffeeVille on a daily basis. •Uncertainty of worldwide coffee
•Expansion and franchising. supplies.
•Extension of business hours. •Potential shifts in population when
•Corporate catering buildings or streets are redeveloped.
PEST Analysis
Political Economic
•Political stability and importance of •Moderately falling interest rates
Consumer Services sector in the
country's economy.
•Bureaucracy and interference in
Consumer Services industry by
government.
•Legal framework for contract
enforcement
Social Technical
Promote itself as environmentally and Effective use of its website and social
socially responsible and conduct networking to reach its target markets.
business operations accordingly
Risk Management
 Adjustment of marketing strategy to ensure
differentiation and appropriate positioning of
CoffeeVille in order to compete effectively
 Continuous implementation of marketing strategy to
highlight key points of difference between us and
competitors.
 Promotional focus on training and development
opportunities.
 Regular training for existing staff.
10

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