The proposed business will be in the food and beverage industry, as it will help the company to increase its profits. The name of the proposed company will be BrewCaf, as it will deal with the modern techniques and skills to prepare various types of coffee, which will be imported from the best coffee plantation countries.
The mission statement of BrewCaf will be to help build a bond between the employees and the customers so that it helps in better customer experience, which will eventually lead to loyalty in the long-term.
The goals and objectives of the company will be to maximize their profits by keeping the cost of production low, which will help in selling the products at a low cost. This will help in grabbing the attention of the customers and be a successful company in the future (Hollensen, 2015).
The philosophy of the proposed business will be to give importance to the customers, as the orientation of the business will be towards them. This will help in getting the attention of the customers and work accordingly with the employees within the company.
The target market of the product will be the middle and the high-income groups, as they are willing to spend a certain income on their daily beverage consumption before, during or after their working hours (Westwood, 2016).
There is a growth of these industries in the present world, as there has been an huge increase in the fashion trends regards the making of coffee that will help in getting the attention of the other people because of the different skills that are used in it. The proposed company will take advantage of this, as it will work according to the new trends that are in fashion and are liked by the customers (Cowley, 2016).
The strength of the company will be its employees without whom the company will not be able to produce the cup of coffee in the local market. By manufacturing the products in bulk, it will help the proposed company to keep its costs low, which will help the company to gain a competitive advantage over the existing companies (Siguaw & Simpson, 2015).
The ownership of the company will be in partnership form where the four partners will be equal in sharing the profits and the losses respectively and will contribute for the best interest of the company.
The products of the proposed company will be in various forms. The company will try to offer its customers the best experience in tasting the coffee within the area. This can only be possible by using the best quality ingredients and the advanced mechanism for the preparation of it. The menu of the company will be made in a way so that it helps in increasing the profits of the firm. The espresso drinks will be followed by coffee that is brewed along with different beverages that will be sold by the company. The proposed company will also offer its customers sandwiches and pastries, which will help in satisfying their hunger as well. The company will also have a provision of selling coffee beans for its high-end customers who can prepare their coffee at home (Jang, Kim & Lee, 2015).
The menu will also consist of the other drinks such as mochas, lattes, cappuccinos and other items. The espresso drinks will be based on skimmed, soymilk or whole milk. The services that the proposed company will offer is that the espressos will be prepared in the respective machine through heated water at a high pressure, which will help in making a beautiful cup of coffee. The shots will be combined with additives that the customers will prefer such as caramel and cocoa (Fehling, Leymann & Retter, 2014).
The proposed company will be managed in an efficient way by taking the help of various personnel whose advice will help in establishing the company in the market. They will help the company to gain an advantage over the other companies who are presently functioning in the market. The experiences of these people will help in benefitting the company in many ways as in the decision making capacity of the company will be based on the market analysis and the insights that will be provided by the customers (Vanharanta, Kantola & Seikola, 2015).
The proposed company will start with a capacity of 10 employees and will follow a hierarchy of management where the personnel will work according to the role that will be assigned to them. The key employees of the firm will be:
Apart from these employees, the proposed company will be requiring skilled and professional labors who are expert in selling the products of the company by understanding the needs of the customers and guiding them when they enter the store. This will help the customers in having a better experience with respect to coffee drinking with the company.
The HR department will select the perfect candidates who have a better understanding of the local market and the current trends that are prevailing in the country. This will help in increasing the sales of the the company, as the employees have to undergo a training of three weeks, which will be managed by sales experts hired by the company. The payment structure of the employees will be structured, as they will receive a fixed monthly compensation and incentives when they achieve their sales targets. The incentives will be based on cash and in kind, as it will help in retaining the employees in the company (Shin et al., 2015).
The coffee beans will be grounded in an adjacent place behind the shop so that it will help in the fast and within the estimated time delivery will be made to the customers so that the they can be satisfied with the operations within the company. The products will be of high quality because the materials that will be used for the production process will be of better quality that is available in the market. The inventory control of the company will be done efficiently, as excess materials will not be purchased because it will increase the cost of storing it (Reinhard, 2016).
The materials that will be necessary for the production process will be procured so that it can help in fast clearance of the raw output in to finished products. The development of the product will be done based on the insights that will be provided by the experts who will be hired by the company. This will help in getting a better understanding of the product that the consumers in the market are willing to consume the coffee that is produced by the company (Shin et al., 2015).
The location of the proposed company will be in Sydney, as it is a central hub for working people. The place also houses different varieties of cafes who serve their coffees to the customers. The space that will be required by the proposed company will be thousand square feet, which will have a seating capacity of thirty customers. There will be a provision for a backyard, which will have the machines that will help in roasting and grounding the coffee beans.
The proposed company can be accessed easily as it will be connected with the major roads within the town. This will help the customers to come to the store in the transports that they like. The customers who will come with their own transport will be provided parking facilities beside the factory premises. The place will have easy walk-in facilities, which will help in attracting the customers. Since it will be located on the main road, the entrance will be on the road so that it can be easily visible from the road (Huynh, 2014).
The proposed company will be in accordance with the laws and regulations that have been laid down by the government of Australia, which will ensure that the company does not fall in any kind of trouble regarding the issues related to laws of the country. The attorney whom the company will be appointing will help in solving these issues as he is well-versed with the laws and regulations laid down by the Australian government (Condrea, Rizea & Sarbu, 2014).
The market research will help in understanding the variants in the market and according to the analysis of the market, the proposed company will be developed so that it can earn its profits. The research for the market needs to be done on the basis of secondary data that will ne available through various journals, magazines, newspapers in the libraries and the chambers of commerce.
The total size of the proposed company in the market will be to target the young and the middle-aged people, which comprises majorly of the working class. They can grab a cup of coffee when they are going to the work, which will keep them refreshed while working for a period of eight to ten hours (Babin & Zikmund, 2015).
The current demand in the market for the customers is that they want to develop their taste of coffee since Australia has a vast experience in coffee making and tasting of it since the Europeans settled in the country. The trend in the market is that people are preferring coffee from Ethiopia and other countries that contributes by exporting huge amount of coffee beans. The proposed company will import coffee from Ethiopia, Brazil and India since they contribute to the other nations by exporting the products. This will help the customers in increasing its tastes and preferences of the beverage.
Some of the major barriers that the company will face are that the cost of capital is very high as the shop will be located in one of the major places in Australia. A loan has to be taken from the investors so that it will help in establishing the company. Since the proposed company will be new in the market, it will take some time to be accepted by the customer, which will help in the brand being recognized (Heizer, 2016).
To overcome these barriers, the capital cost has to be reduced to a minimum by sidelining the extra amenities that will be help in reducing the amount. The investors will invest only if they see that the company may meet its requirements of satisfying the customers by offering them the best quality products that are available in the market. The customers will only accept the products if they find that the products of the proposed company are different from the rest of the cafes that are located within the same area. The employees of the company will be trained in such a manner so that they provide the best coffee experience for the customers (Brown, Suter & Churchill, 2013).
The changes in the technology that will help in making the work easier for the employees will be applied in the company so that they are satisfied with the output from the machineries. The employees will be trained in such a manner so that they can handle the machines with ease and make a perfect cup for the customers. The employees will be trained in handling the designing machines as well, which will help in designing the lattes according to the choices of the customers.
The changes in the government regulations will help in decreasing the cost of importing the products from the other countries. The government can impose lower rates on the taxes for importing the products because it of the wide array of cafes available in the country. This will help the proposed company to reduce its prices so that the customers can enjoy the products at a lower price (Igou & Coe, 2016).
The major competition that the proposed company will face is from already existing coffee shops in the place such as Coffee Alchemy, Single O Surry Hills, The Reformatory Caffeine Lab and other shops that are popular among the locals. The major products for which the competition will be in the market are related to lattes, cappuccinos and mochas. There will indirect competitors as well such as companies that try to sell coffee beans either in roasted form or in grounded form. The proposed company will install its own machine where the coffee that will be procured will be roasted and grounded so that the customers may get the fresh flavor of coffee (McQuarrie, 2015).
The characteristics of the customers in the present market scenario are that they are willing to spend their income on the products that are of high quality. The proposed company will explore these opportunities so that it will help in maximizing the profit of the company. the geographical location of the company will help in attracting the customers because of its primary location in the city. The main motive of the company will be to sell the products directly to the customers so that they can experience a good cup of coffee from the best coffee beans that are available in the world.
The customer group that they proposed company would target will have a range from 18-50 years of age people of both the genders. This will help in increasing the sales of the company with respect to the food and beverage sector. Since the company will be centrally located, it will help in attracting majority of the customers. The proposed company in its initial stages will put a board on the side of the shop so that the customers are aware of the products that the company will serve along with the respective prices. This will help the customers to tally the prices with other cafes, which will help in gaining a competitive advantage over the other companies (Brown, Suter & Churchill, 2013).
The promotional activity that will be undertaken for the proposed company will be with the means of online and print media. The promotional activity will be done through printing and distribution of flyers, which will help in grabbing the attention of the customers. The online media such as social networking sites will be used as well so that it will help in attracting the young crowd as well. Through these promotional activities, the proposed company would like to portray a positive image to the customers by making them realize that they will provide the best quality products to the customers so that they can be satisfied for the amount that they will pay (Igou & Coe, 2016).
|
Year 1 ($) |
Year 2 ($) |
Year 3 ($) |
|
|
Cash Sales |
600,000 |
650,000 |
750,000 |
|
Cash from operations |
600,000 |
650,000 |
750,000 |
|
Sales Tax |
0 |
0 |
0 |
|
Current Borrowing |
0 |
0 |
0 |
|
Interest-free liabilities |
0 |
0 |
0 |
|
Long-term Liabilities |
0 |
0 |
0 |
|
Sales of current asset |
0 |
0 |
0 |
|
New interest received |
0 |
0 |
0 |
|
Subtotal |
600,000 |
650,000 |
750,000 |
|
Expenditures |
|||
|
Spending cash |
125,000 |
140,000 |
160,000 |
|
Bills Payable |
330,000 |
390,000 |
420,000 |
|
Subtotal |
455,000 |
530,000 |
580,000 |
|
Additional cash spending |
|||
|
Repayment of borrowing |
3000 |
3000 |
3000 |
|
Liabilities Repayment (Long-Term) |
0 |
2500 |
3200 |
|
Long-term asset purchase |
0 |
1000 |
2000 |
|
Subtotal |
458,000 |
536,500 |
588,200 |
|
Net cash balance |
142,000 |
113,500 |
161,800 |
|
Year 1 |
Year 2 |
Year 3 |
|
|
Sales |
600,000 |
650,000 |
750,000 |
|
Cost of Sales |
250,000 |
300,000 |
280,000 |
|
Others |
0 |
0 |
0 |
|
Total cost of sales |
250,000 |
300,000 |
280,000 |
|
Gross Margin |
350,000 |
350,000 |
470,000 |
|
Expenses |
|||
|
Payroll |
125,000 |
145,000 |
160,000 |
|
Marketing and sales |
26,000 |
26,500 |
27,500 |
|
Depreciation |
6,400 |
6,500 |
6,500 |
|
Maintenance |
2,000 |
2,300 |
2,500 |
|
Phone |
6,000 |
6,500 |
6,800 |
|
Total expenses |
165,400 |
186,800 |
203,300 |
|
Profit before tax |
184,600 |
163,200 |
266,700 |
|
EBITDA |
25,400 |
20,750 |
28,640 |
|
Interest expense |
2000 |
1800 |
1500 |
|
Net Profit |
157,200 |
140,650 |
236,560 |
Conclusion
Thus, it can be concluded that the café has to follow this marketing plan so that they can become successful in the Australian market. The company will increase its profits if it follows the plan accordingly and targets its customers based on their plan. The marketing plan will help the company to meet its future expectations of serving the customers in a better way so that they can get a competitive advantage over the rival companies. The financial statements will act as a guideline for the company to forecast its sales and calculate the profit of BrewCaf.
|
Items |
1st Month |
2nd Month |
3rd Month |
4th Month |
5th Month |
6th Month |
|
Layout of the company |
||||||
|
Determining the personnel |
||||||
|
Operational Plan |
||||||
|
Market Research |
||||||
|
Determining the expenses |
||||||
|
Establishment of the company |
(Source: Created by Author)
Reference List
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Brown, T. J., Suter, T. A., & Churchill, G. A. (2013). Basic marketing research. Cengage learning.
Condrea, G. E., Rizea, R. D., & Sârbu, R. (2014). How Coffee Companies Can Stay Competitive. SEA–Practical Application of Science, (03), 510-517.
Cowley, M. B. (2016). Irish Home Care: An Integrated Digital Marketing Plan & Communications Evaluation for Care Worker Recruitment.
Fehling, C., Leymann, F., & Retter, R. (2014). Your coffee shop uses cloud computing. IEEE Internet Computing, 18(5), 52-59.
Heizer, J. (2016). Operations Management, 11/e. Pearson Education India.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Hou, C. I. (2013). Study on decision-making for cafe management alternatives. International Journal of Computer Science & Information Technology, 5(6), 67.
Hsu, J. L. (2013). KEY SUCCESS FACTORS IN CATERING FRANCHISES. International Journal of Organizational Innovation (Online), 5(3), 72.
Huynh, D. V. (2014). Business plan for a social entrepreneur project-A cultural café (Doctoral dissertation, International University HCMC, Vietnam).
Igou, A., & Coe, M. (2016). Vistabeans coffee shop data analytics teaching case. Journal of Accounting Education, 36, 75-86.
Jang, Y. J., Kim, W. G., & Lee, H. Y. (2015). Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44, 146-156.
Johnston, M. (2017). Eclipse Coffee Bar-Business Plan (Doctoral dissertation).
McQuarrie, E. F. (2015). The market research toolbox: a concise guide for beginners. Sage Publications.
Reinhard, K. (2016). Differentiation as the key to success. A marketing plan for Starbucks.
Shin, C. S., Hwang, G. S., Lee, H. W., & Cho, S. R. (2015). The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty. The East Asian Journal of Business Management, 5(4), 45-57.
Siguaw, J. A., & Simpson, P. M. (2015). A marketing plan for marketing instruction: A satirical look at student comments. In Creating and Delivering Value in Marketing (pp. 129-133). Springer International Publishing.
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ conscious experience in a coffee shop. Procedia Manufacturing, 3, 618-625.
Westwood, J. (2016). How to write a marketing plan. Kogan Page Publishers.
Yuan, B. J., Chang, H. F., & Tzeng, G. H. (2015). Evaluation of service quality continuous improvement in coffee shops. Human Factors and Ergonomics in Manufacturing & Service Industries, 25(1), 1-11.
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