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Café Business Plan Template

TABLE OF CONTENTS 1.0 Executive Summar.................................................................................................................! 1.1 1.2 1.3 1.4

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Business Business Objectives.. Objectives............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ..................4 ........4 Mission Mission Statement..... Statement............... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ............................4 ..................4 Guiding Principles.. Principles............ ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .....................4 ..........4 e!s to Success.... Success.............. .................... ..................... ..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ......................." ............"

C#mpan C#mpan $escripti#n. $escripti#n....... ............. .............. ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. ................... .................% .....%

2.1 2.2 2.3 2.4

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Owners#ip... Owners#ip............. ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... .........................................." ................................" $egal $egal %orm............. %orm....................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..............................." ....................." Start&'p Start&'p Summar!........ Summar!.................. ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..............." ...." $ocation $ocation and %acilities..... %acilities............... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ...............................( .....................(

Pr#'ucts(S Pr#'ucts(Service ervices..... s............ .............. ............. ............. .............. ............. ............. .............. .............. ............. ............. .............. .............. ................. ...................) .........)

3.1 3.2 3.3 3.4 3." 3.(

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Products)Se Products)Service rvicess *escriptions *escriptions........... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................................+ .......................+ ,ompetitive ,ompetitive ,omparison ,omparison.......... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... .......................+ .............+ Product)Ser Product)Service vice Sourcing.... Sourcing............... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..............................................nvent nventor! or! Manage Managemen ment... t....... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ......... ............ .............. ............. ......../are#o /are#ousing using and %ul0illment.... %ul0illment.............. ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .......................................................%uture %uture Products)Se Products)Service rvices......... s.................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ......................................-

*ar+et Analsis. Analsis........ .............. .............. ............. ............. .............. ............. ............. .............. .............. ............. ............. .............. ....................... ........................., .........,

4.1 4.1.1 4.1.2 4.1.3 4.1.4 4.2 4.3 4.3.1 4.3.2 4.3.3 4.4

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ndustr! ndustr! nal!sis.. nal!sis............ ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .....................1 ..........1 Maret Maret Sie............. Sie....................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ...................................11 ........................11 ndustr! ndustr! Participants Participants.......... .................... .................... ..................... ..................... ..................... ..................... .................... ..................... .............................................11 ..................................11 Main ,ompetitors.. ,ompetitors............ .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ....................................12 .........................12 Maret Maret Segments...... Segments................ .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ...........................................14 .................................14 Maret Maret 5ests...... 5ests................ ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................................1" ........................1" 5arge 5argett Maret Maret Segment Segment Strateg!....... Strateg!.................. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .......................1( ............1( Maret Maret 6eeds.......... 6eeds.................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ..................... ........................1( .............1( Maret Maret 5rends... 5rends............. ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..............................1( ....................1( Maret Maret Growt#........... Growt#..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .....................1+ ...........1+ Positioning.. Positioning............ ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ....................1+ ..........1+

*ar+etin*ar+etin- Strate- Strate- an' mplementat mplementati#n... i#n.......... .............. .............. ............. ............. .............. ............. ............. .....................1) ..............1)

".1 ".1.1 ".1.2 ".1.3 ".1.4 ".2 ".3 ".4 "." ".".1 ".".2 ".".3 ".".4 "."." ".( ".(.1 ".(.2

S/O5 nal!sis.. nal!sis............ .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... .......................17 .............17 Strengt#s... Strengt#s............. ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ......................................17 ............................17 /eane /eanesses. sses............ ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ....................................17 .........................17 Opportunitie Opportunities........ s.................. ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .................17 ......17 5#reats....... 5#reats.................. ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .................17 ......17 Strateg! Strateg! P!ramid........ P!ramid.................. ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... .........................17 ...............17 'ni8ue 'ni8ue Selling Selling Propos Propositio ition n 9'SP:. 9'SP:..... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ......... ........... ............. ..............1 .......1,ompetitive ,ompetitive ;dge........... ;dge..................... ..................... ..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ...............................1.....................1Mareting Mareting Strateg! Strateg! and Positioning.. Positioning............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .......................1............1Positioning Positioning Statement...... Statement................ ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ....................................1.........................1Pricing Pricing Strateg!...... Strateg!................. ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..............2 ....2 Promotion Promotion and dvertising dvertising Strateg!..... Strateg!............... ..................... ..................... ..................... ..................... .................... ..................... ..................... .........................2 ...............2 /ebsite /ebsite.......... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... .......................2 .............2 Mareting Mareting Programs.. Programs............ ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ............2 .2 Sales Strateg!....... Strateg!.................. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ...............................2 ....................2 Sales %orecast..... %orecast............... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ...................21 ........21 Sales Programs.... Programs.............. .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................21 ........21

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$egal........... $egal..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .....................21 ..........21 Milestones. Milestones............ ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..........................................21 ...............................21 5able 5able ".7 Milestones. Milestones........... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .................22 ......22 ;
Or-aniati# Or-aniati#n n an' *ana-ement... *ana-ement......... ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ................."" ..........""

(.1 (.2 (.3 (.4 (."

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Organiatio Organiational nal Structure.. Structure............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ....................22 .........22 Management Management 5eam...... 5eam................. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................................22 ........................22 Management Management 5eam 5eam Gaps............ Gaps...................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..............................22 ....................22 Personnel Personnel Plan............ Plan....................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .........................22 ..............22 Board Board o0 *irectors... *irectors.............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ............................23 .................23

Financial Financial Plan.......... Plan................ ............. .............. ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ............. ............"& ......"&

+.1 +.2 +.3 +.4 +." +.".1 +.".2 +.".3 +.(

mport mportant ant ssum ssumpti ptions ons.... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ .......... ............ ............. ............. ........23 ..23 Start&'p Start&'p ,osts........... ,osts..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ....................................24 ..........................24 Source Source and 'se o0 %unds......... %unds.................... ..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ......................2" ...........2" Brea&;ven Brea&;ven nal!sis.... nal!sis.............. .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................................2( .......................2( Projections Projections.......... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .......................2( ............2( Projected Projected Pro0it Pro0it and $oss........... $oss...................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..........................2( ...............2( Projected Projected ,as# %low............... %low.......................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .............................27 ..................27 Projected Projected Balance Balance S#eet........... S#eet...................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... .................2.......2Business Business =atios.......... =atios.................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ...................................2.........................2-

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$egal........... $egal..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .....................21 ..........21 Milestones. Milestones............ ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..........................................21 ...............................21 5able 5able ".7 Milestones. Milestones........... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .................22 ......22 ;
Or-aniati# Or-aniati#n n an' *ana-ement... *ana-ement......... ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ................."" ..........""

(.1 (.2 (.3 (.4 (."

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Organiatio Organiational nal Structure.. Structure............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ....................22 .........22 Management Management 5eam...... 5eam................. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................................22 ........................22 Management Management 5eam 5eam Gaps............ Gaps...................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..............................22 ....................22 Personnel Personnel Plan............ Plan....................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... .........................22 ..............22 Board Board o0 *irectors... *irectors.............. ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ............................23 .................23

Financial Financial Plan.......... Plan................ ............. .............. ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ............. ............"& ......"&

+.1 +.2 +.3 +.4 +." +.".1 +.".2 +.".3 +.(

mport mportant ant ssum ssumpti ptions ons.... ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ ........ .......... ............ ............. ............. ........23 ..23 Start&'p Start&'p ,osts........... ,osts..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ....................................24 ..........................24 Source Source and 'se o0 %unds......... %unds.................... ..................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ......................2" ...........2" Brea&;ven Brea&;ven nal!sis.... nal!sis.............. .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................................2( .......................2( Projections Projections.......... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .......................2( ............2( Projected Projected Pro0it Pro0it and $oss........... $oss...................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..........................2( ...............2( Projected Projected ,as# %low............... %low.......................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... .............................27 ..................27 Projected Projected Balance Balance S#eet........... S#eet...................... ..................... .................... ..................... ..................... ..................... ..................... .................... ..................... ..................... .................2.......2Business Business =atios.......... =atios.................... ..................... ..................... ..................... ..................... .................... ..................... ..................... ..................... ..................... ...................................2.........................2-

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1.0 Executive Summar 5#e =usset ,up will be a one o0 a ind co00ee #ouse ) ca0> located in Overland Par? ansas. 5#e 1?" s8uare 0oot ca0> will be located in t#e newl! constructed Maret S8uare Plaa located on t#e nort#east corner o0 13"t# Street and Mission Street. 5#e anc#or tenant? t#e Price ,#opper grocer! store? #as alread! taen occupanc! and t#e e
5#e =usset ,up? aptl! named 0or t#e aromatic brown li8uid t#at will 0ill t#e cup? 0ills t#e void o0 original ca0es in t#e maret area? stands out 0rom its corporate peers wit# t#eir 0ast 0ood concepts and 0ast services. 5#e =usset ,up is t#e alternative to 0ast 0ood)commercial)co00ee 0ood)commercial)co00ee s#ops and o00ers a muc# calmer? civilied gourmet co00ee e? t#e bacground music is subtle and wor 0rom local artists will #ang on t#e walls. 5#e ca0> is well appointed wit# overstu00ed leat#er c#airs and so0as in in a librar! lie setting. 5#e ca0> is reminiscent o0 times gone b! @ !et is cutting edge tec#nologicall! wit# /% and state o0 t#e art espresso mac#ines. 5#e =usset ,up measures its 0inancial success in terms o0 increased maret s#are a nd in earnings. /it# /it# a total local maret o0 A"4 million? t#is is a tremendous tremendous opportunit! 5#e e!s to success will be t#e abilit! to o00er 8ualit! gourmet co00ees? tae advantage o0 its small sie? and reliance on an outstanding barista sta00. n order to ac#ieve t#ese goals? t#e ca0> will o00er some t#e areaCs 0inest 0inest gourmet beans 0rom local distributors. distributors. Because o0 its small sie? t#e ca0> can enjo! larger margins in t#e 0orm o0 lower over#ead. 5#e ca0e will #and select baristas and o00er salaries comparable to t#e c#ains. n turn t#e baristas will be trained trained to cross&sell? and sell t#e #ig#er margin products. 1.1 1.1

Busine Busi nesss O2 O2ec ecti tive vess 5#e primar! objectives o0 t#e business plan 0or =usset ,up are belowD 5o increase revenues A3(? or "E in Fear Fear 2 and b! A+3? or 1E b! Fear Fear 3 • c#ieve a pro0it margin o0 ".2E in Fear 2 and (.-E b! Fear 3 • Be t#e ,a0> o0 ,#oice in t#e Overland Par area and recipient o0 t#e Best • ,o00ee#ouse ward

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*issi#n Stat Stateemen ment 5#e =usset ,up is committed to its products and emplo!ees w#ic# t#e! believe is t#e recipe 0or maret success.

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3ui'in3ui 'in- Pri Princip nciplles 5#e =usset ,up is committed to values suc# as e will wor wit# its emplo!ees to build strong businesses and a secure 0uture.

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www. FASTBusinessPlans.com

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4es t# Success 5#e =usset ,up stands out 0rom t#e competition. Below are t#eir e!s to SuccessD •

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•

3reat Pr#'ucts 5 providing e
".0 C#mpan $escripti#n 5#e =usset ,up will be a co00ee #ouse ) ca0> located in t#e Overland Par? ansas. $ocated in t#e ansas ,it! area? t#e co! ca0> will be located in t#e newl! completed Maret S8uare Plaa. 5#e ca0> will serve gourmet co00ees? espresso and drip co00ee? lattes? and smoot#ies. 5#e simple pastr! o00erings ma! var! wit# seasonalit! but t#e primar! line will be mu00ins? breads? cooies? scones? and rolls. ll pastries will be supplied dail! b! a local baer!. 5#e ca0> will be owned and operated b! Owen ones? a veteran restaunteur wit# several !ears e will be open 0or business Monda! @ 5#ursda! +&1? %rida!s and Saturda!s +&11 and closed Sunda!s. ".1

O9ners:ip 5#e =usset ,up will be owned 1E b! Owen ones. Mr. ones a graduate o0 ansas State 'niversit! #as an undergraduate degree in business administration. *uring #ig# sc#ool #e wored as a waiter in a local #ospital co00ee s#op t#at purc#ased its beans 0rom a local roaster. n addition to being an avid co00ee driner #imsel0? t#is job allowed #im to learn about t#e business 0irst&#and. n college? ones wored in a campus co00ee#ouse 0or 0our !ears? eventuall! rising to t#e position o0 assistant manager. %ollowing graduation? ones secured a business development position 0or regional restaurant c#ain? w#ic# provided additional 0irst&#and e
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Le-al F#rm 5#e =usset ,up will be 0ormed as an S&,orporation w#oll! owned b! Mr. ones.

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Start8;p Summar 5#e =usset ,up will #ave seating 0or 4 patrons. 5#e rent is A2?+" a mont#? wit# a t#ree& 0ive&!ear lease available. 5#e site consists o0 1" s8uare 0eet o0 leased space consisting o0 a dining room? a co00ee bar? two restrooms? and a storage room in bac. 5o be used as a restaurant? t#is store0ront needs to be plumbed and wired appropriatel!. Painting? new 0loors? and countertops are also needed.  custom co00ee bar needs to be built. /it# materials boug#t on sale and volunteer labor? t#e cost to renovate will be A+1?+2". 5#e co00ee#ouse e8uipment will consist o0 two commercial espresso mac#ines? air pots and

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urns? a commercial blender? commercial brewer? top loading co00ee bins? barista s!rups? cold drin dispenser? 0rot#ing e8uipment? a commercial re0rigerator? microwave and stainless steel prep bar. 5#e cost 0or t#e e8uipment is A37?2+". 5#e 0urniture will consist o0 leat#er couc#es? and c#airs 9purc#ased at auction:? co00ee tables? boocases? and window treatment. 5#e artwor will come 0rom local artists and will be sold on a consignment basis. 5#e boos were secured via donations. 5otal cost to 0urnis# is A14?. Ot#er startup e
L#cati#n an' Facilities 5#e new co00ee#ouse is located in t#e #ig#l! desirable Overland Par? ansas area at t#e nort#eastern intersection o0 13"t# Street and Mission Street in t#e new Maret S8uare Plaa. 5#e propert! is located in an e
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Pr#'ucts(Services

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Pr#'ucts(Services $escripti#ns 5#e =usset ,upCs primar! o00ering is gourmet roasted co00ees wit# suc# varieties suc# as moc#a? carmelicious? w#ite moc#a? cand! bar latte? and brewed co00ee. ,omplementing t#e co00ee will be a smoot#ie line including wild berr!? strawberr!? peac#? mango and lemonade. =ounding out t#e simple menu line will be pastries obtained wit# an outside supplier? 0res#l! made and delivered dail!. 5#e pastr! o00erings ma! var! wit# seasonalit! but t#e primar! line will mu00ins? breads? cooies? scones? and rolls.

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C#mpetitive C#mparis#n 5#e researc# met#odolog! is based on uni8ue co00ee s#ops)ca0es in t#e greater metro area and omits larger c#ains or 0ranc#ises. 5#e 0indings reveal eig#t uni8ue competitors.

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Roasterie Café 4511 W 119th St Leawood, KS 66209 #ttpD))www.t#eroasterie.com),a0e) Take Fie Coffee !ar 5""6 W 151st St #er$a%d &ark, KS 66224'()01 htt*+www-takefie.offee/ar-.oWe$.oetoTakeFieCoffee!ar oer3s Coffee ose )126 W (0th St #er$a%d &ark, KS 66204'")15 htt*+www-hoers.offeehose-.oa/ot-*h*

or%i% 7$or8 s*resso 5606 :oh%so% ;r issio%, KS 66202'""2" htt*+www-or%i%$or8es*resso-.o / Reo C* Coffee 110"0 <iira Rd #er$a%d &ark, KS 66210'12"9 htt*+reo.*-.o/$o ;ai$8 ;ose Coffee a%d !ar 12056 W 1"5th St, #er$a%d &ark, Ka%sas :aa Crossi% (("0 W 95th St #er$a%d &ark, KS 66212'4051 attie3s Fi%e Coffees 4195 Soerset ;r &rairie =i$$ae, KS 6620('5242 htt*+www-hattiesfi%e.offee-.ooe&ae-ht$

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Pr#'uct(Service S#urcin5#e =usset ,up #as negotiated supplier agreements wit# several local 0ood&service w#olesalers and co00ee w#olesalers in t#e Overland Par area t#at #ave a reputation 0or 8ualit! and reliabilit!D Mean Beans ,o00ee =oasters Overland Par Brewers Iealt#! Iarvest Bread ,o. Mar!Ks Organics n t#e event t#at one o0 t#e a0orementioned specialt! suppliers cannot meet t#eir needs? t#e 0ollowing national suppliers can bot# provide all o0 t#e 0ood&service products t#at t#e! re8uire. n addition? t#e 0ollowing w#olesalers will suppl! t#e ca0> wit# general restaurant suppliesD $awrence %ood Products ,orp. Gerr! %ood Suppl! nc. • • • •

• •

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nvent#r *ana-ement 6)

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Future Pr#'ucts(Services Foung 0amilies w#ic# comprise t#e t#ird largest maret s#are in Overland Par? are o0ten overlooed in t#e co00ee maret. ,o00ee#ouses traditionall! #ave not been considered LidC 0riendl!. 5o overcome t#is #urdle? t#e =usset ,up #as long term plans 9" !ears: to open a 2nd co00ee s#opD  combination indoor pla! area ) co00ee bar. 5#is concept allows parents and caregivers an opportunit! to meet and rela< wit# ot#er adults w#ile t#e c#ildren can enjo! t#e indoor pla!ground amenities.

dditional 0uture services will include in&store sales 0or #ome purc#ase as well as an online store. 5#e website will #ave an option to purc#ase prepaid gi0t card program @ Prepaid gi0t cards not onl! provide immediate cas#? but also reduce credit card transaction c#arges and draw new customers to t#e business. !.0 *ar+et Analsis Overland Par? ansas is an award&winning place to live and wor and is considered t#e leading business communit! in t#e Midwest. 6ational publications and organiations recognie Overland Par 0or its business environment and livabilit!. IereCs a samplingD (t# Place? mericaCs Best Places to $ive Mone!? 5op " ,ities to $ive and Pla!? 6ational Geograp#ic dventure? 3rd Iottest 5own in t#e '.S.? Mone!? mong 2 Best Places to $ive J /or ;mplo!ment =eview? One o0 onl! +2 Sterling 5ree ,ities in '.S.? 6ational rbor *a! %oundation? 5op 1 best $ocations to =aise a %amil!? Sout#ern Business and *evelopment? 1st

7



Place? id %riendl! =eport ,ard? Population ,onnection? 2nd Best ,it! in merica to $ive Business *evelopment Outloo. Overland Par is at t#e core o0 one o0 t#e most d!namic local marets in t#e '.S. t o00ers eas! access to t#e ansas ,it! regionCs amenities and? as part o0 t#e ansas ,it! metropolitan area it is wit#in t#e most centrall! located major maret in t#e nation. &3"? &43"? &(3" and '.S. Iig#wa! (- all pass t#roug# Overland Par? and no point in t#e cit! is more t#an 3." miles 0rom a 0reewa!. 5#e cit! maintains an e
!.1

n'ustr Analsis 5#e 'S co00ee s#op industr! includes about 2? stores wit# combined annual revenue o0 about A1 billion. Major companies include ,aribou ,o00ee? nternational ,o00ee J 5ea 95#e ,o00ee Bean J 5ea $ea0:? PeetCs ,o00ee? and Starbucs. 5#e industr! is concentratedD t#e top " companies generate more t#an + percent o0 sales. ,o00ee s#ops are part o0 t#e specialt! eater! industr!? w#ic# also includes retail outlets specialiing in products suc# as bagels? donuts? 0roen !ogurt? and ice cream. 9%irst =esearc#: C#mpetitive Lan'scape ,onsumer taste and personal income drive demand. 5#e pro0itabilit! o0 individual companies depends on t#e abilit! to secure prime locations? drive store tra00ic? and deliver #ig#&8ualit! products. $arge companies #ave advantages in purc#asing? 0inance? and mareting. Small companies can compete e00ectivel! b! o00ering specialied products? serving a local maret? or providing superior customer service. Specialt! eateries? w#ic# include co00ee s#ops? are labor&intensiveD average annual revenue per worer is about A"?. ,o00ee s#ops compete wit# businesses suc# as convenience stores? gas stations? 8uic service and 0ast 0ood restaurants? gourmet 0ood s#ops? and donut s#ops. 9%irst =esearc#: Pr#'ucts= Operati#ns= Tec:n#l#-

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Major products include beverages and 0ood. Beverages include brewed co00ee and tea espresso drins 9cappuccinos? ca0> lattes: cold blended beverages bo ttled water so0t drins and juices. %ood includes pastries? baer! items? desserts? sandwic#es? and cand!. Man! co00ee s#ops sell w#ole or ground co00ee beans 0or #ome consumption. Some co00ee s#ops sell co00ee or espresso&maing e8uipment? grinders? mugs? and ot#er accessories. 9%irst =esearc#) !.1.1

!.1."

*ar+et Sie 5#e 'S co00ee s#op industr! includes about 2? stores wit# combined annual revenue o0 about A1 billion. Major companies include ,aribou ,o00ee? nternational ,o00ee J 5ea 95#e ,o00ee Bean J 5ea $ea0:? PetCs ,o00ee? and Starbucs. 5#e industr! is concentratedD t#e top " companies generate more t#an + percent o0 sales. 9%irst =esearc#: n'ustr Participants

/it#in " miles o0 t#e subject? are 3+ businesses involved in t#e co00ee industr!? including c#ains? restaurants? and tea #ouses reporting annual revenues in e
1



5#e =usset ,up is targeting t#ree primar! groups residing in t#eir direct mareting area. 5#ese individuals pre0er uni8ue venues and avoid t#e big c#ains and 0ranc#ises. 5#e! pre0er t#eir local neig#bor#ood and will support local businesses i0 t#e business warrants. !.1.&

*ain C#mpetit#rs

Roasterie Café 4511 W 119th St Leawood, KS 66209 #ttpD))www.t#eroasterie.com),a0e)

5#is competitor #as been operating in t#e greater MS since 2" opening its 0irst ca0> in Brooside? ansas and t#en at t#e $eawood location in 21. 5#e 3?3 s8uare 0oot ca0> o00ers an assortment o0 pastries? bagels and cooies. Beverages include Iarne! and Sons teas? signature blends? espresso and specialt! drins. 5#e ca0> #as 11 emplo!ees and generated A11 million in revenues in 211. 5#e subjectCs advantage is its smaller? coier environment. Take Fie Coffee !ar 5""6 W 151st St #er$a%d &ark, KS 66224'()01 htt*+www-takefie.offee/ar-.oWe$.oetoTakeFieCoffee!ar

11



5#is competitor operates 0rom a 3?3 s8uare 0oot space. 5#e ca0> #as /&%. n addition to serving co00ees and smoot#ies? t#e ca0> o00ers more 0ood o00erings wit# a 0ull service itc#en o00ering lig#t brea0asts? and sandwic#es and wraps. n t#e evenings t#e ca0> #as musicians per0orming on a small stage. 5#e ,a0> also #as a 0ull li8uor license. 5#e broad o00erings o0 amenities do not mae t#is a true comp 0or t#e subject. oer3s Coffee ose )126 W (0th St #er$a%d &ark, KS 66204'")15 htt*+www-hoers.offeehose-.oa/ot-*h*

5#is competitor operates 0rom a (?3 s8uare 0oot space in a s#opping center. 5#e s#op was establis#ed in 21 and in 211 reported A2 million in revenues. 5#e s#op emplo!s 21 emplo!ees and provides music on t#e weeends. 5#e subjectCs advantage is its smaller? coier? and 8uieter environment. or%i% 7$or8 s*resso 5606 :oh%so% ;r issio%, KS 66202'""2" htt*+www-or%i%$or8es*resso-.o /

5#is competitor is similar in sie to t#e subject operating 0rom - s8uare 0eet in a retail s#opping center. 5#e Morning Glor! ;spresso #as been operational since 2" and #as 3 emplo!ees and reported revenues o0 A3? in 211. 5#e co00ee s#op is open ( da!s a wee and open 0or brea0ast. 5#e s#op #as a 0ull itc#en and in addition to pastries provides traditional brea0ast o00erings. 5#e store is 0or sale? w#ic# could potentiall! impact maret s#are. Reo C* Coffee 110"0 <iira Rd #er$a%d &ark, KS 66210'12"9 htt*+reo.*-.o/$o

5#is competitor occupies a 2?1 s8uare 0oot s#op and #as + emplo!ees. n 211 its annual sales were reported to be A+?. 5#e =evo ,up is a specialied roaster. 5#e owners 0rom ;t#iopia roast t#e ;t#iopian co00ee in t#e store t#emselves? providing a trul! uni8ue roasted co00ee e
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;ai$8 ;ose Coffee a%d !ar 12056 W 1"5th St, #er$a%d &ark, KS

5#is competitor occupies 2?+ s8uare 0eet in a strip center and #as been in operation since 23. 5#e co00ee s#op)bar is open + da!s a wee and #as a 0ull itc#en. 5#e s#op occasionall! o00ers live music on t#e weeends. 5#e s#op emplo!s - and reported revenues in e
5#is competitor leases a 2?+ s8uare 0oot stand alone pad in a s#opping center. 5#e s#op #as drive t#roug#s on bot# sides wit# a small wal up. 5#e business was establis#ed in 23 and is privatel! #eld. 5#e store emplo!s - and reported annual revenues o0 A-? in 211. nown primaril! 0or its convenience and brea0ast sandwic#es? t#is s#op does not directl! compete wit# t#e subjectCs indoor sit down e
;stablis#ed in 2"? IattieCs #as a sta00 o0 1+ and annual revenues o0 A1?+ ?. 5#e store is larger t#an t#e subject and occupies "?1 s8uare 0eet. IattieCs Menu options are similar to t#e subject wit# a 0ocus primaril! on co00ee? lattes? pastries and simple brea0ast sandwic#es. 5#e 0acilit! #as a great reputation and 0ollowing. 5o capture a portion o0 t#is maret? t#e subject will #ave to convince t#ese customers t#at a coier and 8uieter atmosp#ere is a more enjo!able ca0> e
*ar+et Se-ments 5#e =usset ,up is targeting t#e t#ree top segments o0 t#e population representing 3-E o0 t#e population in t#e Overland Par areaD •

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Boomburbs 92-E: @ Founger 0amilies wit# a bus!? upscale li0est!le. Median age o0 34. Most #ouse#olds operate on two incomes median #ouse#old income is A1?. Product purc#ases re0lect a suburban li0est!le one o0 t#e top marets 0or S'Ns? lawn )garden p urc#ases and casual apparel. 5ec#nicall! savv! active in gol0? tennis and swimming. ;nterprising Pro0essionals 91E: @ Foung? #ig#l! educated? woring pro0essionals. Single or recentl! married? median age o0 32? median

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#ouse#old income is A("?. $i0est!le re0lects !out#? mobilit!? and growing consumer clout. =esidents go w#ere t#e jobs are located. $ove to travel and e
9SourceD 6ort# Star:

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*ar+et Tests =esearc# 0rom Felp? %ourS8uare? and GooglePlaces? indicates t#e Overland Par maret is in need o0 a new local ca0>. 5#e locals #ave been clamoring 0or t#e current private s#ops to improve service and)or reduce prices to eep pace wit# larger c#ains and 0ranc#ises? t#us providing a uni8ue nic#e 0or t#e rig#t entrant.

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/#ile emplo!ed b! a national restaurant c#ain? Mr. ones was constantl! directing patrons to o00site co00ee#ouses 0or t#ose seeing t#at 0inal dessert and cup o0 co00ee prior to 0inis#ing t#eir evening. 5#is is t#e reason #e ultimatel! began seeing t#e location 0or #is co00ee #ouse. !.&

Tar-et *ar+et Se-ment Strate- Most adult co00ee driners said t#eir li0elong #abit began during t#eir teenage !ears. n 0act? "4E said t#e! began drining co00ee between 13 and 1-. not#er 22E reported t#eir co00ee cravings started between t#e ages o0 2 and 24. 5#is means t#at +(E o0 adult co00ee driners began drining co00ee b! t#e time t#e! were 24. So? despite t#e large amount o0 mareting and advertising directed at t#e !ounger age groups? savv! co00ee s#op owners will not 0orget to cater some o0 t#eir o00erings to t#e adult and senior maret. 96ational ,o00ee *rining Stud!:.

5#e =usset ,up will o00er a uni8ue e
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*ar+et Nee's ,o00ee s#op customers? b! nature? are looing 0or somet#ing special H t#atCs w#! t#e! are willing to pa! so muc# 0or a cup o0 co00ee Man! customers o0 t#e big national c#ains? w#ile satis0ied wit# t#eir dail! co00ee would be intrigued to 0ind a local co00ee t#at is di00erent. 9SB 6ational n0ormation ,learing#ouse:

!.&."

*ar+et Tren's 'ni8ue products 9specialied roasts? local ingredients? locall! t#emed or • named drins? custom drins b! t#eLstarC barista? etc.: Games? pules? mind benders and ot#er activities t#at encourage • customers to linger over t#eir co00ee Iosting or sponsoring local events 9entertainment? readings? boo clubs? • etc.: 'sing tec#nolog! to creativel! compete in mareting wit# t#e big c#ains • H services lie %ourS8uare? Felp? and Google Places can increase visibilit! in t#e local maret. *elivering amaing service 0rom nowledgeable baristas H spend lots o0 time • training sta00 and utilie online services lie t#e merican ,o00ee J Barista Sc#ool Selling co00ee&related items 9and trac down an! co&mareting opp ortunities wit# • a local communit! college or ot#er student&related group in t#e area:

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*ar+et 3r#9t: *espite t#e economic woes? 3+E o0 total co00ee consumed in t#e 'nited States in 211 was classi0ied as Gourmet. ccording to t#e 6ational ,o00ee *rining Stud! 5#is suggests consumers were set on drining good co00ee and visiting t#eir local co00ee s#op even in t#e 0ace o0 an uncertain econom!. 9%irst =esearc#:

5#e sales o0 co00ee dominate sales o0 #ot beverages? maing up 73.3E o0 t#e total #ot beverage maret in t#e '.S. ,o00ee consumption is e
P#siti#nin5#e =usset Mug will position itsel0 as a local co00ee#ouse or a LsuburbanC co00ee#ouse providing a sanctuar! 0or t#ose in t#e LburbsC wit#out t#e #assle o0 #aving to drive downtown B! c#arging similar prices as t#e large c#ains @ t#e service a nd 8ualit! o0 t#e product will commensurate wit# t#e price 5#e =usset ,up is genuinel! uni8ue place to gat#er and meet 0riends? and enjo! co00ee menities suc# as 0ree /%? c#ess games? com0! overstu00ed c#airs? create a rela o00ering 0ast 0ood brea0asts or anot#er a0ter • #ours bar 5#e =usset ,up will position itsel0 as t#e alternative to t#e c #ain)0ranc#ise)0ast • 0ood co00ee #ouse. •

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%.0 *ar+etin- Strate- an' mplementati#n 5#e =usset ,up will provide a 8uiet and rela will 0ill t#e great void providing originalit! in a sea o0 0acsimile? corporate co00ee s#ops. 5#e ca0>Cs baristas will be e
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%.1

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SCs strengt#s and weanesses t#at need to be addressed. %urt#er? t#is section e as well as potential t#reats. Stren-t:s Based on its smaller sie? t#e 0act t#at it is not a 0ranc#ise? t#e =usset ,up • is a uni8ue co00ee s#op concept unlie an! ot#er in t#e Overland Par maret. 5#e owner #as 0irst#and e t#e • ca0> will not #ave t#e bacing o0 one o0 t#ese establis#ed entities. 5#e =usset ,up #as a minimal budget and is competing against larger and • more establis#ed co00ee#ouses 0or maret s#are. Opp#rtunities 5#e Overland Par demograp#ics support t#e need 0or a uni8ue co00ee s#op. • dditional opportunities to target t#e active and recentl! retired target maret • and 4" !earsQ age group.  small slice o0 a muc# bigger pie is t#e goal. Onl! 4 percent o0 t#e nationCs • co00ee driners are consuming premium ground and w#ole bean co00ee. ;ncouraging co00ee driners to become co00ee connoisseurs is t#e e! to continued growt#. 5#e local co00ee#ouse)ca0> maret is A"4 million •

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T:reats •

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5#e Morning Glor! ,o00ee s#op is currentl! 0or sale s#ould anot#er independent purc#ase t#is ca0>? it could pose signi0icant t#reat to maret s#are.

Strate- Prami' n t#e s#ort&term? a number o0 promotions and activities are planned around launc# o0 • t#e business to create awareness. 5#e co00ee s#op will #ave a contest o00ering 2 bottomless mugs and will publicie t#is promotion via radio advertising? as well as countertop displa!s and posters in t#e s#opping plaa.

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n addition? during its 0irst !ear o0 operations t#e co00ee s#op will pass out a limited number o0 coupons 0or a 0ree cup o0 co00ee to prospective customers visiting t#e s#opping center.

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;ni>ue Sellin- Pr#p#siti#n ?;SP@ 5#e =usset ,up trul! stands out 0rom a crowded sea o0 co00ee c#ains and 0ranc#ises. /#at sets t#em apart 0rom t#e competition is primaril! its smaller coier sie combined wit# premium co00ees served b! nowledgeable baristas providing so muc# energ! and ent#usiasm 0or t#e products t#e! sell.

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C#mpetitive E'-e 5#e =usset ,upCs competitive edge? its sie? is also its greatest attribute. Because t#e! are small t#ere is no red tape? and t#e! can easil! adjust business #ours to sa! accommodate an a0ter#ours boo reading session w#ereas t#e corporate c#ains do not provide suc# an accommodation. 5#e =usset ,up will trul! cater to its patrons needs.

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*ar+etin- Strate- an' P#siti#nin5#e =usset ,up utilies a 0ocus strateg! on its maret. B! speci0icall! targeting t#ree primar! segments t#e! can cater speci0icall! to t#eir needs.

Senior Maret 9age 4"Q: 5#e =usset ,up will target t#is maret simpl! b! its well selected location. lt#oug# t#is demograp#ic group could readil! drive downtown? t#e! pre0er a local ca0> to unwind and rela< and #istoricall! become some o0 t#e most lo!al patrons. 6ewl! Iired ;mplo!ees 5#e ca0> will attract regular customers 9weel! or more: & particularl! t#e newl! emplo!ed 90irst job: b! providing 0ree /% services and providing interesting games in t#e customer area. Foung %amilies 5#e t#ird targeted marets? !ounger 0amilies? o0ten 0ind t#at co00ee#ouse are not LidC 0riendl!. 5#e compan! #as long term plans to create a combination co00ee s#op ) pla! area so t#at parents and caregivers will #ave a place to meet wit# ot#er adults w#ile t#e c#ildren can enjo! t#e bounce #ouses? slides and indoor pla!ground e8uipment. %.%.1

P#siti#nin- Statement 5#e =usset ,up is a gourmet co00ee loverCs gem. t is trul! one o0 a ind co00ee #ouse o00ering outstanding gourmet co00ees and blends? served b! ent#usiastic and nowledgeable baristas? in a warm? rela
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Pricin- Strate- 5#e =usset ,up primaril! utilies competition based pricing. 5#e ca0> does not utilie coupons and discounts 9ot#er t#an opening promotion: because t#e! believe t#at t#e most valuable customer demograp#ic o0 dail! cofee consumers is not in0luenced b! discount programs or coupons.

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Pr#m#ti#n an' A'vertisin- Strate- #%$i%e Adertisi% ' 5#e =usset ,up will advertise regularl! on popular social media sites? suc# as %aceboo. ,ompared to traditional print advertising? t#is is a cost e00ective tactic t#at will allow t#em to reac# prospects in a #ig#l! targeted wa! 9e.g.? based on criteria suc# as age? gender? geograp#!? etc.:. We/ Site ' t#e =usset ,up will develop a simple /eb site? w#ic# will provide basic in0ormation about t#e business? t#e menu? and lins to t#eir presence on t#e a0orementioned social media c#annels. Radio Adertisi% ' *uring t#e 0irst si< mont#s o0 operation? and during t#e bus! #olida! s#opping season? t#e business will advertise on local radio stations. •

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D %.%.!

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will also rel! on signage and draw to its location. Price ,#opper brings 1? s#oppers weel! to its location.

Sales Strate- 5#e =usset ,up will use t#e 0ollowing met#ods to increase sales revenue 9as recommended b! ndrew Ietel on Better ,o00ee? Better Business:D 5#e menu will 0ocus on t#e most pro0itable products sold. 5#e ca0> will alwa!s draw • customer attention to t#e most pro0itable products. s warranted? t#e ca0> will raise prices to bolster brand image. Prices communicate a • perceived value o0 a product so i0 set too low? t#e customers mig#t assume t#at t#e beverages are in0erior compared to t#e competition. Monitor 0lavoring inventor! @ ; will utilie 4&( varieties? including sugar 0ree o00erings. ,ontrol waste and t#e0t @ audit sales and inventor! reports to evaluate ingredient • waste due to ine00icient preparation? returned drins and emplo!ee consumption. =etail locations can easil! waste 2E or more o0 t#eir dail! sales t#ese t#ree e! categories? w#ic# is a substantial and unnecessar! loss.

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Monitor and evaluate #ours o0 operation =un emplo!ee sales contests @ 5#e baristas are t#e salespeople and #ave a great deal o0 in0luence over t#e customer ordering process. ll baristas will #ave some 0orm o0 sales and customer service training to mae eac# transaction active? rat#er t#an passive. Sales contests will emp#asie #ig# margin items or cross selling

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Sales F#recast 5#e sales 0orecast assumes a conservative "E increase in revenues during Fear 5wo and 1E increase in Fear 5#ree. 5#e 0ollowing c#art s#ows estimated sales over t#e ne
Annual Sales F#recast

%./." Sales Pr#-rams 5#e =usset ,up will run emplo!ee sales contests @ 5#e baristas are t#e salespeople and #ave a great deal o0 in0luence over t#e customer ordering process. ll baristas will be re8uired to #ave sales and customer service training to mae eac# transaction. 5#e sales contests will emp#asie #ig# margin items and cross selling. %.)

Le-al 5#e =usset ,up is organied as an S&,orporation 0ormed in t#e state o0 ansas.

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*ilest#nes $isted below are t#e milestones 0or t#e =usset ,upD

2


%.,


Tale %. *ilest#nes *ilest#ne Secure occupanc! Overland Par location 5enant improvements and build outs Purc#ase 0urniture and d>cor ssemble and #ire barista team dvertise on local radio station ) mail 0liers Open 0or Business

$ate ,ompleted Mar 2RR pr 2RR Ma! 2RR Ma! 2RR un 2RR

%.10 Exit Strate- n t#e event t#e store would #ave to close 0or business all assets would be sold at auction. /.0

Or-aniati#n an' *ana-ement

/.1

Or-aniati#nal Structure 5#e =usset ,up is 0ormed as an S&,orporation w#oll! owned b! Owen ones.

/."

*ana-ement Team 5#e =usset ,up will be owned 1E b! Owen ones. Mr. ones a graduate o0 ansas State 'niversit!? #as an undergraduate degree in business administration. *uring #ig# sc#ool #e wored as a waiter in a local #ospital co00ee s#op t#at purc#ased its beans 0rom a local roaster. n addition to being an avid co00ee driner #imsel0? t#is job allowed #im to learn about t#e business 0irst&#and. n college? ones wored in a campus co00ee#ouse 0or 0our !ears? eventuall! rising to t#e position o0 assistant manager. %ollowing graduation? ones secured a business development position 0or regional restaurant c#ain? w#ic# provided additional 0irst&#and e
/.&

*ana-ement Team 3aps 5#e =usset ,up will rel! on its POS 9Point o0 Sale: s!stem to generate dail! accounting and cost activit! reports. Mr. ones will suppl! t#ese to an outside booeeper 0or preparation o0 annual income ta
/.!

Pers#nnel Plan nitiall! t#e ca0> will #ire 1 manager? " baristas? and 2 part time servers. n Fear 2? t#e ca0> plans to #ire 1 additional 0ull time barista.

21


Tale /.!

/.%


Pers#nnel Plan

B#ar' #f $irect#rs 6

).0 Financial Plan 5#e 0inancial plan will cover t#e 0ollowingD • • • • •

).1 •

•

•

• • • • •

=e8uired ,ost o0 Start&'p Pro0it and $oss ,as# %low Balance S#eet %inancial =atios mp#rtant Assumpti#ns 5#e sales 0orecast is conservative and assumes a "E increase in Fear 2? and a 1E in Fear 3. 5#e anal!sis accounts 0or economic seasonalit! @ w#erein some mont#s revenues pea 9suc# as #olida!s : and wane in slower mont#s. 5#e anal!sis assumes t#e owner will tae a muc# smaller salar! compared to #is baristas at an! time it is assumed t#at ownerCs wit#drawal is available at #is discretion. Sales are cas# basis @ nonaccrual accounting Moderate ramp& up in sta00 over t#e 3 !ears 0orecast 5#e average barista salar! in 212 is A"?. n general? most ca0es #ave an 7"E gross pro0it margin n general most ca0es #ave a 3E net pro0it margin

22


)."


Start8;p C#sts %ollowing are t#e needed start&up costs associated wit# t#e =usset ,upD Tale )."

Start8;p C#sts

23


).&


S#urce an' ;se #f Fun's

24


).!

Brea+8Even Analsis

).%

Pr#2ecti#ns ).%.1


Pr#2ecte' Pr#fit an' L#ss 5#e estimated pro0it and loss 0or t#e =usset ,up are as 0ollowsD

2"


Tale ).%.1


Pr# F#rma Pr#fit an' L#ss

2(


).%."


Pr#2ecte' Cas: Fl#9 5#e statement o0 cas# 0low s#ows t#e incoming and outgoing cas# o0 t#e business. Tale ).%."

Pr# F#rma Cas: Fl#9

2+


).%.&

Pr#2ecte' Balance S:eet Tale ).%.&

)./


Pr# F#rma Balance S:eet

Business ati#s 5#e anal!sis is based on 6,S 96ort# merican ndustr! ,lassi0ication S!stem: +22213 @ =estaurant ) $odging @ Snac and 6on&lco#olic Beverage Bars.

27


Tale )./


ati# Analsis

2-

Cafe-Business-Plan.doc

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