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									Business Plan
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     Hornsby
   9123 4567
   9123 4566
   8/31/2010
Table of Contents
    Executive Summary ....................................................................................................... 3

    ★         Section A Business Profile ............................................................................... 4

    A.1 Vision, Mission Statement and Values ............................................................ 5

    A.2 Business Goal ........................................................................................................... 5

    A.3 Business Activity ..................................................................................................... 6

    A.4 Ownership Structure ............................................................................................. 7

    A.5 Business Name ........................................................................................................ 7

    A.6 Business Location ................................................................................................... 8

    A.7 Legal Requirements ............................................................................................... 9

    A.8 Business Objective ................................................................................................. 9

    ★         Section B Marketing Plan ............................................................................... 10

    B.2 SWOT analysis ................................................................................................... 11

    B.3 Competitors (Strengths & Weaknesses)...................................................... 12

    B.4 Target Market ......................................................................................................... 13

    B.5 Three Marketing Objectives & Six Strategies ............................................ 14

    ★         Section C Production Plan.............................................................................. 15




2
Executive Summary

Mini Patisserie is a startup patisserie coffee shop which locates
opposite Westfield Hornsby and 2 minutes away from Hornsby Station.
Mini patisserie expects to catch the interest of regular loyal customer
base with providing them with a broad variety of mini pastries and
coffee products. We plan to build a strong market position in Hornsby
due to high competitive in the area.

Mini Patisserie’s owner structure is partnership, with 2 people as the
owner, one being the pastry chef, one being the HR manager.

The reason we call our business name Mini patisserie is because
The reason we name ourselves “Mini Patisserie” is because we operate
in a small shop located near Hornsby Station and we sell “mini”
pastries. Everything we sell is linked to the word “mini.” EG. Mini
croissant, mini blueberry Danish, mini chocolate cookies.

Our concept of having mini pastries is so that people can have 2 or
more different pastries instead of 1 large one which other bakeries or
cake shops sell. We choose to have a small business because it’s
easier to run.

We used 100% Australian products and 100% fresh ingredients; we
use fresh eggs, real butter and high quality fresh creams and milk.
Every product you find has been individually weighed, mixed, piped,
rolled and cooked under the watchful eye of our qualified pastry chefs
to produce all our tastiest pastries which is only exclusive in our store.


Mini Patisserie offers a broad range of coffee and espresso products,
all from highly quality Vittoria coffee beans. Mini Patisserie caters to
all of its customers by providing each customer coffee and espresso
products made to suit the customer down to the smallest detail. We
also provide freshly prepared bakery and pastry products during the
day to assure fresh baked goods are always available.

Mini Patisserie wants to establish a large regular customer base, and
will therefore concentrate its business and marketing on local
residents, which will be the dominant target market. This will
establish a healthy, consistent revenue base to ensure stability of the
business.



3
★ Section A Business Profile




4
A.1 Vision, Mission Statement and Values


Vision
To become the first choice of people when buying pastries


Mission
To make a difference in pastry industry, our brand will represent value
for money, quality, innovation, fun and a sense of competitive
changes.

Value
Our business is relies on our community, we support our community
people by getting involved with the Salvation Army. We offer the
homeless people the leftover pastries so that it is not wasted.




A.2 Business Goal

Goal
 Increase product awareness
 Measure and evaluate the business’s position every 1 year.




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A.3 Business Activity

Mini Patisserie business concept is to provide smaller size of pastry for
people, so that they can have two different smaller pieces instead of
one big pastry.

At Mini Patisserie, we provided fresh pastries daily made from scratch.
This made by quality ingredients and experienced pastry chef.

Mini Patisserie has 12 indoor and 12 outdoor seats. We provide pastry
espresso coffee, milk shake, cake, pie, muffin and cookies.

We take order for birthday, anniversary, and special size cake. We
provide catering as well.

Our trading hour
Monday              7am to   5pm
Tuesday             7am to   5pm
Wednesday           7am to   5pm
Thursday            7am to   8pm
Friday              7am to   5pm
Saturday            8am to   2pm
Sunday              Closed
Public Holiday      Closed
*we do delivery on Public holiday for catering and cake order




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A.4 Ownership Structure




          Front of House                                     BookKeeper
            - Operation                    Kitchen -
                                                              (Casual)
              Manager                     Pastry Chef
                                                               Account


                        Cafe all
    Barista                              Kitchen Hand
                        rounder




Mini Patisserie will be manage and own by partnership of two
stakeholders. Both of the stakeholders will participate in the business.
The business in operate in limited partnership structure, it is to secure
stakeholders personal property avoid being unlimited liability.

In the business one of the stakeholders manages the front of house
and the other manages kitchen. The front of house manager will be
doing the administration of the business, hiring staff,




A.5 Business Name

Mini Patisserie

The reason we name ourselves “Mini Patisserie” is because we operate
in a small shop located near Hornsby Station and we sell “mini”
pastries. Everything we sell is linked to the word “mini.” EG. Mini
croissant, mini blueberry Danish, mini chocolate cookies.

We make mini pastries so that people can have 2 different pastries
instead of 1 large one which other bakeries or cake shops sell. We
choose to have a small business because it’s easier to run.

7
A.6 Business Location




Mini Patisserie locates at Florence Street, Hornsby. Florence Street is
the main street is the street link to Hornsby Westfield Shopping
Centre to Hornsby Station and Bus interchange.

Hornsby is like the centre city of Hornsby Shine, people travel by
public transport will pass by Hornsby.

Mini Patisserie locates in between the two attraction of people place.
On every Thursday, Florence Street will have night market, which will
also attract a lot of people from different place. It will be a good
exposure for us to the public.

TAFE, high school fitness centers are also within walking distance.
Hornsby Westfield is the only shopping Centre in surrounding suburb
as shown on above map.




8
A.7 Legal Requirements

1. Business Registration-From NSW Fair Trading, 3year license for
    $156
2. Australian Business Number (ABN) Registration- From Australian
    Tax Office(ATO)
3. Goods and Services Tax(GST) Registration from ATO
4. Tax File Number from Proprietors
5. Workers Compensation insurance registration- From WorkCover
    NSW
6. Superannuation Registration(9% of all wages)
7. Payroll Tax, PAYG(Pay As You Go) Withholder- From Australia Tax
    Office (ATO)
8. Zoning, Trading Hours, Outside seating areas- From Local Council
9. Lease contract- From Real Estate
10. Follow the Food Act 2003
11. Follow OH&S procedures
12. Make sure there’s no discriminations(sex, race ,disability, gender,
    age, marital status, EEO)
13. Awards



A.8 Business Objective

Mini Patisserie’s business objectives for the first year of operation
include:
    Provide Quality product and services at reasonable price.
    The creation of an innovative, fun environment that will
      differentiate Mini Patisserie from the local café.
    Review business position.
    Maintain positive sale growth
    Involve in local community




Read more:
http://www.bplans.com/internet_cafe_business_plan/executive_su
mmary_fc.cfm#ixzz11tlPh1wh




9
★ Section B Marketing Plan




10
B.2 SWOT analysis

                     Strengths                                                Weaknesses

 Good Location                                Do not have inside seating areas
 Product fresh produced everyday, 100% fresh  Limited outside seating area available
  ingredients                                  Small Budget
 Exclusive products                           Small shop to fit everything in
 Trading Hours 5:30AM-7PM(9PM Thurs)          Newly managed business
 Big range of products


                   Opportunities                                                 Threats

 On street promotions(Marketing)                          Too many competitors around
 Have samples to bring in new customers                   Weather conditions (Raining)
 Catering available on Public holidays & normal days      Rise in rent/lease
 Whole cakes made to order(Increase product               Labor Law changes – employment laws
  range)                                                   Local council changes on outside seating areas rules
 Gelato (Increase product range)
B.3 Competitors (Strengths & Weaknesses)

                       3 Real Competitors
1. Hornsby station hot bread & pastry
2. Three beans café
3. Jamaica Blue café



                Hornsby station hot bread & pastry
Strengths                         Weaknesses
 Close to station                 Quality of breads and pastries
 Cheap prices                     No coffee available
 Range of products                No beverages (cold drinks)
 Made on daily basis              Lack of staff/service
 Trading Hours 5:30AM-6PM         No seating area


                        Three Bean Café
Strengths                       Weaknesses
 Close to station               Noisy in Westfield
 Inside Westfield               Lack of range in products
 At the entrance of Westfield   Breads & pastries are not
 Inside seating area              made on a daily basis
 Have customer base             High     in rent/lease     with
                                   Westfield
                                 Trading Hours restrictions


                       Jamaica Blue Cafe
Strengths                       Weaknesses
 Close to station               Noisy in Westfield
 Inside Westfield               Lack of range in products
 At the entrance of Westfield   Breads & pastries are not
 Inside seating area               made on a daily basis
 Have customer base             High      in rent/lease    with
                                    Westfield
                                 Trading Hours restrictions
B.4 Target Market
Mini Patisserie does not specialise in any one type or style of
patisseries. The patisseries are varied, which is designed to provide
for a broad range of tastes.
The business is based on patisseries and coffee. Our concept is to not
only attract local but also anyone looking for good food, good service,
good value and friendly atmosphere.

The target market is therefore broad in terms of taste, but is aimed at
locals who come to Hornsby Westfield shopping Centre.
Our aim is the people pass through. This included:
    Shoppers
    Seniors
    Students
    Local Residents
        Staff from shops in shopping Centre

Mini Patisserie recognises the importance of coffee as an
accompaniment to a slice of cake, and the growing coffee loving trend
in Australia. We choose one of the top recognise coffee bean for our
espresso coffee. We are not only providing range of Espresso coffee,
as well as a range of cold coffee based beverages that are sure to
impress all coffee lovers.

Our three main targets are
   Teenage and Youngster

           1. There are TAFE and high school in walking distance

           2. Teenage like cute and sweet stuff

           3. The willing to try something new in affordable price

      Train Travellers

           1. Is their regular routine to go to train station.

           2. They willing to spent

      Senior

           1. majority in the neighborhoods

           2. They will “spread” news to family and neighbor.

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B.5 Three Marketing Objectives & Six Strategies
Objectives:
1. Increase of customer visitation to shop
2. Maintain positive sales growth
3. To change customer’s perception of expensive (luxury) pastry to
   affordable price pastries.

Strategies & tactics:
1. Special promotions
    Opening promotion (Pastries Buy 1 get 1 free!)
    Xmas promotion (Special gift pack at $25/dozen)
    Mother’s Day
    Father’s Day
    Birthday Special (Order your cake with us and get 2 pastries for
       FREE!)
2. Coffee & pastry deals
    Early Bird special deal
    Schoolies special deal
    Senior special deal
    End of day special deal
    Family special deal
3. Happy Hour pastries
    Schoolies $2 gold coin/per pastry
    Students 10% off
   
4. Word of mouth advertisement strategy
5. Samples of products
6. Loyalty card (After 10 purchases with us, we will offer them a
   loyalty card with has many benefits)
    2 Free pastries on your birthday when you order a birthday
       cake with us.
    Every $5 you spend you get 1 point. Once you receive 10
       points on your card, you get 2 pastries OR a coffee of your
       choice.
    20% for staff discounts




14
★ Section C Production Plan




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