Financial Plan, Guerrilla Marketing, Location, And Debt Financing For Small Business

Acquiring 12 Corners Coffee

Questions:

1. Outline a financial plan for your small business.

2. Develop a guerrilla marketing strategy for your small business.

3. Discuss the most appropriate location for a second store (an actual street address). Explain your reasoning.

4. Outline a plan for securing sources of debt financing for your second store. ?

The café and the restaurant industry of New York is profitable business. It is seen that the café industry in USA is highly competitive. The management of our small business had decided to acquire 12 Corners Coffee. This was a major step of the business in maintaining its competitive advantage. The papers emphasizes on the preparation of a financial plan for 12 Corner’s Coffee. A guerilla marketing strategy for the café has been entailed. A possible location for the second store for the café shop in USA has been discussed. The sources of debt finance for the small business has been discussed (Cho, 2014).

A three year financial plan for 12 Corners Coffee has been prepared. It provides an outline of the Income statement, balance sheet and cash flow statement.

Profit and Loss Statement

Description	Year 1 $’000	Year 2 $’000	Year 3 $’000
Sales	$13,000	$15,000	$21,000
Cost of Goods Sold	$6,000	$8,000	$9,000
Gross Profit	$8,000	$10,000	$13,000
Operating Expenses	$5,200	$6,300	$7,400
Salary Expenses	$700	$800	$1,000
Office Expenses	$700	$800	$900
Maintenance Expenses	$600	$800	$900
Rent Expenses	$800	$1,000	$1,300
Payroll Expenses	$600	$700	$800
Accounting Expenses	$700	$700	$900
Legal Expenses	$500	$600	$700
Telephone Charges	$400	$600	$700
Operating Income/ EBIDT	$2,800	$3,700	$5,600
Depreciation and Amortization	$700	$900	$1,100
EBIT	$2,100	$2,800	$4,500
Interest	$400	$500	$600
EBT	$1,700	$2,300	$3,900
Tax	$300	$600	$900
EAT	$1,400	$1,700	$3,000

Cash Flow Statement
 

Particulars	Pre Startup EST	Year 1	Year 2	Year 3	Total Item EST
Cash on hand	$4,300	$4,900	$4,950	$5,100	$19,250
Cash Receipts					$0
Cash Sales	$2,350	$2,450	$2,550	$2,650	$10,000
Cash Collections	$1,850	$1,950	$2,050	$2,150	$8,000
Loan	$1,750	$1,850	$1,950	$2,050	$7,600
Total Cash Receipts	$5,950	$6,250	$6,550	$6,850	$25,600
Total Cash Available	$10,250	$11,150	$11,500	$11,950	$44,850
Cash Paid Out					$0
Purchases	$550	$600	$650	$700	$2,500
Gross Wages	$250	$300	$350	$400	$1,300
Supplies	$350	$400	$450	$500	$1,700
Maintenance	$550	$600	$650	$700	$2,500
Advertising	$450	$500	$550	$600	$2,100
Legal & Accounting	$450	$500	$550	$600	$2,100
Insurance	$350	$400	$450	$500	$1,700
Tax	$250	$300	$350	$400	$1,300
Interest	$350	$400	$450	$500	$1,700
Rent	$250	$300	$350	$400	$1,300
Telephone	$250	$300	$350	$400	$1,300
Subtotal	$4,050	$4,600	$5,150	$5,700	$19,500
Loan payment	$750	$850	$950	$1,050	$3,600
Other Costs (Startup)	$450	$550	$650	$750	$2,400
Capital Purchase	$650	$750	$850	$950	$3,200
Total Cash Paid Out	$5,900	$6,750	$7,600	$8,450	$28,700
End cash Value	$4,350	$4,400	$3,900	$3,500	$16,150

Balance sheet
 

Particulars	Start Date Value	End Date Value
Cash in Bank	$4,300.00	$3,400.00
Assets
Inventory	$550.00	$450.00
Deposits	$850.00	$750.00
Accounts Receivables	$850.00	$550.00
Total Current Assets	$6,550.00	$5,150.00
Machines & Equipment	$2,100.00	$1,600.00
Land & Buildings	$2,100.00	$1,800.00
Total Fixed Assets	$4,100.00	$3,300.00
Total Assets	$14,850.00	$11,850.00
Liabilities & Equity
Interest Payable	$350.00	$250.00
Current Debt	$850.00	$650.00
Accounts Payable	$650.00	$450.00
Current Liabilities	$1,850.00	$1,350.00
Bank Loans	$1,100.00	$900.00
Long term Borrowings	$900.00	$800.00
Other Debts	$900.00	$700.00
Fixed Liabilities	$2,700.00	$2,200.00
Total Liabilities	$7,450.00	$5,950.00
Equity	$1,900.00	$1,600.00

12 Corners Coffee will create a unique message so that the local culture of coffee gets highlighted. This will create a unique message towards the customers and 123 Corners Coffee will gain loyal customers. The followings strategies can be applied (Nufer, 2013).

Digital communication

12 Corners Coffee can use digital communication as a mode to communicate directly with the customers. There are various ways to interact with the customers directly which includes sending fun marketing email messages and tweets on lean season (Baltes & Leibing, 2008). This will encourage the customers to stop for a cup of coffee at 123 Corners Coffee. The customers will be asked a secret password that will be included in the message to get a cup of espresso or the free pastry (Bertaut, Haliassos & Reiter, 2009). The customers can be encouraged to introduce a friend to the coffee house in exchange of the drink of their choice at the coffee shop. This platform can be used as a promotional strategy to encourage the people to sign up for the outlets of social media and share the messages with their friends. This will increase the sales of the coffee shop (Bigat, 2012).

Usage of Free Press

The usage of Free Press will serve as a promotional tool for products sold at 123 Corners Coffee. The free espressos or the lattes will be delivered personally by a staff member to the local newspaper office or the radio station (Chionne & Scozzese, 2014). The employees at the newspaper office and the local radio station will be asked to try the coffee and mention a review of it on their show or the newspaper. In order to survive and compete in the coffee industry, it is important to be a coffee expert. A track of the ongoing coffee and tea trend has to be maintained so that articles can be suggested for the coffee drinkers in the industry. This will provide the coffee shop with more coverage.

Financial Plan for 12 Corners Coffee

Street advertising

Street advertising is an important tool for marketing the products of the coffee shop. Employees at 123 Corners Coffee can handle out coupons or fliers on the street. The distribution of the fliers and the coupons can be done within few kilometers of the coffee shop. This will help during lean period and customers will make a visit at the coffee store with the coupon. This will generate interest among the customers and popularity of 123 Corners Coffee will increase (De Bonis & Stacchini, 2013).

On the Go Branding

Logo of 123 Coffee Corners can be added to the caps, t-shirts. They can be handed to the customers to wear. This will increase the visibility of the product and introduce new people in the atmosphere of the coffee house. This form of branding strategy will make the customers as walking advertisements (Grotowska, 2012).

The first store of 12 Coffee Corners was started in New York City. The second store will be opened at Los Angeles. The address for the coffee shop –

1818 Western Avenue

Los Angeles, CA, United States

Los Angeles will be an ideal location for the coffee store. It is the second largest city in United States. It is also the most populous cities of United States. There are numerous coffee shops in Los Angeles. It will be an ideal location for 123 Coffee Corners. The store will find enough customers. This will help the store to increase its market share along with increase in sales.

123 Coffee Corners will open its second store in Los Angeles. For this purpose the coffee shop needs to arrange money for its funding purpose. The sources of debt finance for 123 Coffee Corners are discussed below.

Commercial banks – Loan can be obtained from commercial banks. 123 Coffer Corners can approach any commercial bank in Los Angeles. They can lend money via overdraft or installment loan. The coffee shop can take huge amount of loan required for their entire set up in the new location from the commercial banks (COLLA, IPPOLITO & LI, 2013).

Asset based lenders – Asset based lenders provide loan secured by any kind of collateral asset. In most cases the loan or the line of credit is generally secured by inventory or accounts receivable or the assets of the balance sheet. The loan can be used by the bank to meet the various requirements of cash flow of the coffee shop. It is seen that the rate of interest on the loans are generally less than the rate of interest on the unsecured loan (De Bonis & Stacchini, 2013).

Commercial finance companies – Commercial finance is a major function that offers loans to the business firms. The commercial financing is offered by the bank or the lender. The commercial financing is provided by the banks or the financial institutions that are secured by the assets of the business or they can be unsecured in nature (Hohpe, 2005).

Savings and Loan – Savings and Loan association is also referred to as thrift. 123 Coffee Corners can avail loan against their savings from such associations (Jennings, 2015).

Private placements – Private placement can also be a major source of debt finance. The securities of the organization are made for sale. They are not made available to the public. The securities are sold to few investors. It is one of the important measures for raising capital (Marchesi, 2006).

Conclusion:

The paper has presented a business strategy for 123 Corners Coffee. A financial plan for 123 Coffee Corner has been prepared. The financial plan has been prepared for a period of three years. A guerilla marketing strategy has been formulated for 123 Corners Coffee. The second store for the coffee shop will be set up at Los Angeles. It is one of the busiest cities in the country. The coffee shop will be able to reach out to maximum customers as Los Angeles is one of the populated cities. The marketing strategy will promote the brand to maximize its visibility and sales. The sources of debt finance for the 123 Corners Coffee has been discussed.

References:

Attractiveness of Coffee and the Elements for Building a Attractive Coffee Shop. (2012). JCIT, 7(20), 47-55. doi:10.4156/jcit.vol7.issue20.7

Baltes, G., & Leibing, I. (2008). Guerrilla marketing for information services?. New Library World,109(1/2), 46-55. doi:10.1108/03074800810845994

Bertaut, C., Haliassos, M., & Reiter, M. (2009). Credit Card Debt Puzzles and Debt Revolvers for Self Control. Review Of Finance, 13(4), 657-692. doi:10.1093/rof/rfn033

Bigat, E. (2012). Guerrilla Advertisement and Marketing. Procedia – Social And Behavioral Sciences,51, 1022-1029. doi:10.1016/j.sbspro.2012.08.281

Chionne, R., & Scozzese, G. (2014). Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing. IBR, 7(12). doi:10.5539/ibr.v7n12p153

Cho, M. (2014). Segmentation of Coffee Shop Customers based on Organic Coffee Choice Motives.Easdl, 24(6). doi:10.17495/easdl.2014.12.24.6.915

COLLA, P., IPPOLITO, F., & LI, K. (2013). Debt Specialization. The Journal Of Finance, 68(5), 2117-2141. doi:10.1111/jofi.12052

De Bonis, R., & Stacchini, M. (2013). Does Government Debt Affect Bank Credit?. International Finance, 16(3), 289-310. doi:10.1111/j.1468-2362.2013.12037.x

Grotowska, S. (2012). Street art i guerrilla marketing jako próby tworzenia przestrzeni publicznej.Studia Humanistyczne AGH, 11(3), 11. doi:10.7494/human.2012.11.3.11

Guerrilla marketing on the Internet: the definitive guide from the father of guerrilla marketing. (2009).Choice Reviews Online, 46(06), 46-3344-46-3344. doi:10.5860/choice.46-3344

Guerrilla marketing research: marketing research techniques that can help any business make more money. (2006). Choice Reviews Online, 43(11), 43-6639-43-6639. doi:10.5860/choice.43-6639

Hohpe, G. (2005). Your Coffee Shop Doesn’t Use Two-Phase Commit. IEEE Softw., 22(2), 64-66. doi:10.1109/ms.2005.52

Jennings, R. (2015). Sources of Finance and Their Advantages & Disadvantages. Small Business – Chron.com. Retrieved 4 August 2015, from https://smallbusiness.chron.com/sources-finance-advantages-disadvantages-14407.html

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Nufer, G. (2013). Guerrilla Marketing—Innovative or Parasitic Marketing?. ME, 04(09), 1-6. doi:10.4236/me.2013.49a001

Slaughter, J. (2015). Debt As a Source of Financing a Small Business. Small Business – Chron.com. Retrieved 4 August 2015, from https://smallbusiness.chron.com/debt-source-financing-small-business-3466.html