BUSINESS

PLAN
Submitted to;
Prof. Jewdaly Costales

Submitted by;
Lee Bryan R. Ledesma

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 TABLE OF CONTENTS

PAGE

CHAPTER I: EXECUTIVE SUMMARY 2-3

CHAPTER II: VISSION AND MISSION STATEMENT 4
CHAPTER III: BUSINESS DESCRIPTION 5
CHAPTER IV: TARGET MARKET
Target Market 6
Market Segmentation 7
Positioning Strategy 8
Competitor Analysis 9-10
CHAPTER V: MARKETING PLANS
Product 11
Price 12
Place 13
Promotion 14
CHAPTER VI: SWOT ANALYSIS 15
CHAPTER VII: ORGANIZATION STRUCTURE 16

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I. Executive Summary

COFFEE Delight will be the go-to place for coffee lovers. We plan on

serving the budget quality coffee and snacks in an eco-friendly, comfortable

atmosphere. Our convenient location and excellent customer service should

build a steady repeat customer base.

Our main products will be different types of coffee products such as

Espressos, Americano, Cortado, Con Leche, and Caramel Macchiato,

including healthy alternatives.

Strategically located within easy walking distance from the school,

colleges, and a variety of office complexes, we intend to cater to students and

young office workers by providing plenty of seating space and superior

customer service with an eco-friendly vibe.

In the immediate area, our competition consists mainly of fast-food

vendors such as McDonald's, Dunkin and Minute Burger. We plan on

capturing the upper end of the local coffee market by serving gourmet,

nonmachine-made coffee products at reasonable prices. Along with our

superior atmosphere and great customer service, we intend to target

sophisticated coffee consumers.

The location we have selected has 2,000 square feet of space, room for

an outdoor patio, and requires minimal renovations. The space has been

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vacant for several months and the owner is motivated and has offered a four-

year lease with a fifth year free.

We expect sales revenue to grow from (amount) in the first year of

operations to (amount) by the end of the third year. To minimize operating

expenses, both of the principals will be onsite on a full-time basis to reduce

staffing costs, supervise, and maintain quality control. We expect net profits to

grow from (amount) to (amount) by year three.

(Amount) in startup funding is required for lease costs, renovations,

equipment, and furniture. The principals have (amount) in cash and will obtain

the rest from commercial lenders.

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II. MISSION AND VISION STATEMENT

Mission

To become a competitive and progressive company and give customers eco-

friendly experience and feel valued and respected and satisfy customers’

needs

Vision

“To position ourselves as a premier coffee shop with eco-friendly presence”

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III. BUSINESS DESCRIPTION

COFFEE Delight will be an eco-friendly coffee house located in University

Road NBP Reservation Brgy. Poblacion, City of Muntinlupa. COFEE Delight

will offer a variety of choices to the customers. Coffee and Tamales of all sorts

will be offered. The choices of coffee will range from Espresso to Caramel

Macchiato. The menu will Tamales and Regular to Grande size of coffee. The

interior design of the building will focus on projecting an Eco-friendly

atmosphere. The bottom portion of the walls will be forest green with the upper

being eggshell white. The carpeting will be forest green. The table and chairs

will be custom made from rattan. The chair coverings will be of forest green

material and heavily padded for comfort. The table tops will be a marbleized

forest green laminate. The dishes and eating utensils will be mismatched and

purchased from antique and thrift stores. The coffee cups will be eco-friendly

cup. They will be provided by a local antique business and will be for sale.

The emphasis will be on providing a comfortable Eco-friendly environment for

the customer where they will want to linger and return many times.

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IV. Target Market

COFFEE Delight will focus its marketing efforts on reaching the

Muntinlupa Owners, High school, and College Students who are studying in

different schools near the area and also the young adults and teachers who

are employed near the area.

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Market Segmentation

 Pamantasan ng
Geographic Lungsod ng
Muntinlupa
 Urban

 16-60 Years old

 Male and Female
Demographic  Teachers, Students, and
Muntinlupa Owners
 Filipinos

People in Any Class

Psychographic can buy our
products

Product usage: light, medium, and heavy

Behavioral buyers
Loyalty: none

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Positioning Strategy

Nowadays, the competition in the business become more aggressive.

Customers built their loyalty to a certain product similar to what COFFEE

Delight offer to familiarize and deal with that increasing competition, the

company would be offering a unique and affordable snack (Coffees). COFFEE

Delight will position itself at a reasonable price and distinctive coffee shop.

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COMPETITOR ANALYSIS

Competitive Edge of COFFEE Delight

Price Product Quality Market Channels

COFFEE Low  Always hot  Physical

Delight  Properly packed Store

 Standard Ingredients

Maintained

 Consistency of Taste

and Size

Inc.  Always hot  Physical

Karinderya Medium  Standard Ingredients Store

maintained

Minute Low  Always hot  Physical

Burger  Standard Ingredients Store

maintained

 Consistency of Taste

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Eat and Seat Medium  Always Hot  Physical

 Standard Ingredients Store

maintained

The COFFEE Delight and the current competitive situations among

companies. The business has some competitive advance to its competitors in

spite of being new in this industry this include the price which we can see has

the low and affordable price even if the products price is low the quality is still

competitive to the other shops. Besides of that, the COFFEE Delight has a

competitive edge because of its availability in different form of channel such as

online store and physical store.

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V. MARKETING PLANS (Product, Price, Place, and Promotion)

Product

Regular Medium Grande

Espresso 80 110 130

Café Americano 115 125 140

Cafe Cortado 110 120 130

Café Con Leche 100 110 120

Caramel 120 145 185

Macchiato

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Price

As you can see at the box, for espresso: Regular is P80, Medium

P110, and P130 for Grande. For Café Americano: Regular is P115, Medium

125, and P140 for Grande. For Café Cortado: Regular is P110, Medium P120,

and P130 for Grande. For Café Con Leche: Regular is 100, Medium P110, and

P120 for Grande. For Caramel Macchiato: Regular is P120, Medium P145,

and P185 for Grande

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Place

We decide to build our business locate at Katarungan Village 2. The

distance about 1 kilometer from school of Pamantasan ng Lungsod ng

Muntinlupa to Katarungan Village 2. A place where many people come to

market and about thousands and higher of people are there or near resident in

that place. So that why we decide to put our business in that place and gaining

much popularity and get trend or rather the consumer may get satisfy with the

products.

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Promotion

COFFEE Delight will create a flyer, brochure, banner ads, and use

email marketing. But the most effective through the way is to reach out the

people or target has social media marketing. Most people or the consumer will

use the part of social media interest. In fact, there are times to keep look what

promotion did we apply as strategy in social marketing programs.

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VI. SWOT Analysis

STRENGTHS WEAKNESSES

 Cheaper than popular brands  Time efficiency

 High quality products  Lack of Experience in Marketing

 Location and esthetic appeal Research

 Supreme Customer Service  More popular and known coffee

 Clean and Well-Maintained store  Less popularity and reputation

OPPORTUNITIES THREATS

 The major store does not provide  Other cafe in the area such as

the training but as system become Dome, coffee club, and other

more complex trainer is in greater  Changing market taste

demand  Limited income of our target market

 New uses for product discovered  Other cafe opens in surrounding

 Service as our target market needs suburbs

more services our competitors are  Increase competition

less likely than ever to provide

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VII. ORGANIZATION STRUCTURE

LEDESMA, LEE BRYAN R.

OWNER

GENERAL MANAGER

HUMAN RESOURSCES HUMAN RESOURCES

STAFF STAFF

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