VIEWS: 64 PAGES: 33 CATEGORY: Startups and Business Planning POSTED ON: 1/26/2012
This is a simple Canadian Coffee Shop business plan. It is written for a specific market but can and should be changed to reflect your own market. However, all of the financials as well as much of the language can be kept in order to streamline the business plan writing and research process.
www.customwrittenbusinessplans.com www.prewrittenbusinessplans.com www.universityessayexperts.com www.researchandwriting.org 1.0 Executive Summary 1.1 Objectives CTM’s objectives for the first three year operational period are: An upscale mixed format coffee shop that combines the attributes and atmosphere of a traditionally formatted coffee shop with the attributes of a quick-casual restaurant To educate the local community on the benefits of a relaxed atmosphere café environment that also serves good food The creation of an environment that encourages a diverse population in terms of education and socio-economic status to frequent a common establishment The service of gourmet coffee at reasonable prices 1.2 Mission CTM’s mission is to provide quality coffee and other hot beverages at reasonable prices in an environment that encourages 1 extended seating time through the introduction of a restaurant type menu and options. 1.3 Keys to Success CTM’s keys to success are varied and simple but vital none-the- less: The establishment of an innovative mixed format café atmosphere that creates market differentiation between other coffee shops and restaurants in its markets The foundation of a new hub of social interaction and entertainment A non-intimidating atmosphere where people can come learn about coffees, teas, and other types of cultural beverages and dishes A quality menu based on a quick-casual format The establishment of solid vendor partnerships 1.4 Risks While the basic format of a coffee shop/café establishment as well as that of a quick service restaurant are known commodities, the mixture of the two is not well established though some competitors are beginning to have success with this strategy. Thus, there are several risks involved with the concept: Can the Canadian population demographics support the business case? 2 Will customers actually enjoy eating a meal with a hot beverage in a café type atmosphere? Can CTM maintain a price point that will remain both competitive and attractive considering the cost of quality food products? 2.0 Company Summary The intended small business is a coffee/tea café with attributes of a quick casual format foodservice establishment: CTM—Coffee, Tea or Me. The restaurant industry is composed of two major segments: the full-service segment and the fast food segment. However, over the past decade a novel concept has quickly been developing into a new segment of its own: the quick-casual segment. The quick-casual is essentially a combination of the quick order and fast service of the fast-food segment combined with the quality food products found in the traditional full-service segment (Varley & Gillooly). The quick- casual segment is a segment that produces over $6b a year in revenue and is growing in double digit percentages year on year. The quick-casual is a fast rising new segment in the restaurant industry and one which holds much promise for the organizations involved in it. As a new, major entrant in the quick-casual segment, CTM has found a niche market product in its mixed coffee/tea products and has planned its menu to include, in addition to fresh breads, such items as: salads, soups, gourmet 3 roast coffees, and other specialty type food and drink items such as teas, chais, and other gourmet style teas. Per the coffee industry, the specialty coffee market is and always has been a fractured market with the exception of Starbucks (“IS”). Starbucks is the 800 pound Gorilla in the specialty coffee and tea industry but while Starbucks is a vast company that lends some consistency to the specialty coffee market the rest of the industry continues to be highly fractured. Clearly, the specialty coffee industry is still dominated by a large number of different entities with varying numbers of units and operations and presents a great opportunity for a combined format franchise (Poole). Addit
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