Café Dolce
A Business Plan Presented to the Faculty of the
Arriesgado College Foundation Inc.
Visayan Village, National Highway, Tagum City
Aido Magaway Jr.
Jackielou Alingal
Quenjay Grace Butron
Bea Esmero
Angel Jane Idiong
Keneth Claire Olan
Francine Nicolle Repunte
October 2019
TABLE OF CONTENTS
Page
BUSINESS CONCEPT STATEMENT…………………………………...1
1
OPPORTUNITY
Pain/Need………………………………………………………………………..1
Customer and Market Size………………..……………………………………2
Competition...……………………………………………..……………………..2
Solution………………………………………………………………...…….......2
Differentiation and Competitive Advantages………………………………....3
2
TARGET MARKET
Customer Segment(s)………………………………………………...….….....4
Channels to Reach Market….…………………………………….…………...4
Customer Relationships (Get, Keep, Grow)………………………..………...5
Market Type……………………………………………………………………...5
3
PRODUCT/SERVICE
Conceptual Framework………………………………….……………....….......6
Main Features……………………………………………………………………7
ii
Proof of Concept/Minimum Viable Product (MVP)……………………......7
4
REVENUE STREAMS
Revenue Model(s)………………………………………………………....……8
Pricing…………………………………………………………………....……....9
5
COST STRUCTURE
Cost Areas…………………………………………………………….……..…9
Startup Cost………………………………………………………………….…10
6
SCALABILITY
Financial Projections…………………………………………………………..10
7
FOUNDING TEAM…………………………………………………………….12
APPENDICES
A. Minimum Viable Product
B. Cash Flow Projection
iii
iv
Business Concept Statement
Café Dolce is a new café in town that aim to serve affordable coffee and
desserts to anyone who find it hard searching for suitable food in accordance to
their taste. Coffee is one of the world’s most popular beverages. Some claim it
is the most widely consumed liquid in the world aside from water. Moreover, our
new business includes a significant expansion of scope to produce such luscious
products. Coffee lovers come to associate the energizing lift of the caffeine with
the richness and aroma of the beverage that delivers it. The long awaited
luscious coffee and desserts that can befit for your taste can be found in town.
1. Opportunity
Every successful product or business exploits opportunity. It means,
opportunity is a description and analysis of your potential market.
1.1 Pain/Need :
Nowadays, there are lot of people in the society that are stress from
problems they are facing and want to have a relaxing rest. They want
to take a comfortable break but they don’t know where to go. They
have difficulty in picking a place that suits on what they crave.
1
1.2 Customer and Market Size
The target customers are people who like to have a comfortable rest
with coffee and desserts in the area.
1.3 Competition
According to the survey conducted Café Dolce has three
competitors namely: Yuyu Café and Dessert Shop, Sabroso Café
Bistro, and Miko’s Brew. Yuyu Café and Dessert Shop is a
homegrown establishment that is best known for their desserts.
While Sabroso Café Bistro serve good food and have great
ambiance, they have no Wi-Fi since they encourage their customers
to talk to each other or read the books and magazines they have.
Then, Miko’s Brew offers free Wi-Fi connectivity, a good spot for
family or large group with delicious food, and ice cold air-conditioned
place.
1.4 Solution
Café Dolce is a coffee shop intended for the coffee drinkers who
find it hard to search a cheaper and tasteful coffee instead of buying
expensive coffee out there. Café Dolce provides special and
2
delightful dessert to our beloved customers, also it gives a peaceful
aura even in a stressful day.
1.5 Differentiation and Competitive Advantages
Café Dolce wants to bring comfy and relaxing ambiance for our
customers. One of the advantage of our café is that it can easily be
found by our target customers. Our staff is friendly and approachable
to everyone also we can credence them. We have also page and site
for our business so that it can be easily for the customers to order
even if they’re busy so less hassle for them.
2. Target Market
The target market of the proponents is a specific group of people that
they have to determine to be part of their customer base. These projections
are based on demographic studies and market research done with various
sample groups. The target market is the buying audience of our product
they are trying to reach.
3
2.1 Customer Segment(s)
Customer segments are the community customers aiming to sell
products and services. The customers are the coffee drinkers that
includes unemployed people, students, fresh graduates, and for all
the people who wants to taste our coffee.
The proponents consider that the most important customers
are the students in which our business is located near at school.
They will also avail some discount, coupon, cash rewards, and gift
certificates if they can accumulate and completed the said
purchased.
2.2 Channels to Reach Market

Facebook Advertising

Online Banner Advertising

Radio Advertising

Flyers/Brochures
4
2.3 Customer Relationships (Get, Keep, Grow)
Dictates the nature of the relationships that their product will
develop with their various customer segments. Their customer
relationships is a type of a cross-side network effects for the reason
of both customer and owner can benefit. For instance, the
proponents can get, keep and grow from them for giving them a
product that is surely tasty and delightful, and at the same time the
customers can also benefit from them for they are the main concern
of our product and make endure of it. Moreover it is affordable and
worth for your taste and budget.
2.4 Market Type
The proponents considered that the type of their market is
existing market since the product is already in the market. It has
customers, competitors and the product is currently serving the
market. Its market opportunity can be measured through the number
of current customers, total revenue, and growth rate.
5
3. Product/Service
This focuses on the performance enhancement and features through the
use of the personal selling, direct marketing, and advertising. Considered
that the ingredients are made of high quality beans and high class
components.
3.1 Conceptual Framework
 Earn profit
 Advertisement
CUSTOMERS
 Brings Comfort
 Affordable food
 Free Wi-Fi connection
Figure 1. Conceptual Framework
6
3.2 Main Features
The main feature of this cafe is serving a delicious coffee and
dessert that is suitable for the taste of our customers. They can rest
in our café because of the comfortable and relaxing ambiance.
Families and friends can also hang out in our cafe including senior
citizens, adults, students, and kids. Lastly, since we offer free Wi-Fi
connection they can freely surf the internet.
3.3 Proof of Concept/Minimum Viable Product (MVP)
Figure 2.Our logo
Figure 3. Blueprint
Figure 2 shown above is the logo. The customers can easily recall
our shop and logo are necessary to distinguish from one another.
7
Figure 3 shown above is the blueprint, this is the plan design of our
café.
4. Revenue Streams
Revenue streams elaborates the earnings of our product though the
revenue generated by the key partners.
4.1 Revenue Model(s)
The proponents will partner to the different advertisers with a
business concept. Their business will be verified by the developers
if they are licensed or not. The developers will ensure their
respondents/users/employees that the advertisers will have security
and safety measure.
After verifying the business, the advertisers now be able to
advertise their business. The review posted in their account will help
the people to find good café in the area.
Every reviews posted by different advertisers will have a
corresponding rate. This will be held as the revenues streams of the
developers.
8
4.2 Pricing
They can generate revenues from their key partners worth
Php 50,000.00- Php 100,000.00 per advertisement. The developers
can take collections 45% of the maximum rate given.
5. Cost Structure
Cost structure represents all the costs of their product such as the fixed
costs and variable costs.
5.1 Cost Areas
Based on their Twelve-Month Cash Flow Projection:

It implied that their total Fixed Asset Acquisition is worth Php
1, 300.00 as shown in Table 3.

The total Payroll Cost is worth Php 2, 708, 185.00 as shown
in Table 4.

The total Personnel Cost is worth Php 162, 000.00 as shown
in Table 5.

The total Sales and Marketing Cost is worth Php 113, 000.00
as shown in Table 6.
9

The total Premises Cost is worth Php 179, 988.00 as shown
in Table 7.

The total Administration Cost is worth Php 160, 500.00 as
shown in Table 8.

The total IP & Legal Cost is worth Php 75, 000.00 as shown
in Table 9.

The total Maintenance Cost is worth Php 39, 900.00 as
shown in Table 10.
5.2 Startup Cost
Each member has contributed Php 100, 000.00 as a start-up
capital. The team able to sum-up their capital worth Php 700, 000.00.
This may include the different fixed assets that they may use in their
daily marketing.
6. Scalability
It is the ability of the product to continue to function well when it is
changed in order to meet the users need.
6.1 Financial Projections
Opening up another café can be more than simply expanding.
10
Instead of just replicating our current offer, opening another café can
be an opportunity to assess what we’re missing out on our current
location. Our first location is near the school, and attract customers
who settle into an afternoon with a book and a latte, we might want
to consider setting up shop somewhere with more passing trade,
where we can sell to-go coffee and packaged sandwiches to
commuters or office workers on lunch breaks.
Money is a pretty useful thing-who knew? It’s quite hard to
do a lot of things without it, including scaling up our coffee shop. So,
once we’ve found a location that suits the direction in which we want
our business to grow, whether that is expanding our menu for sitdown customers, catering for busy commuters, or just doing more of
the same, we need to build a business case that’s watertight.
We’ll be in a position to fund our coffee shop’s expansion.
Perhaps we’ve got a nest’s egg, or come into some money, or our
existing location has just been doing that well. Although we need to
raise a hefty sum to open up our second location, we do have one
advantage over a new starter, though – we’re already in business,
which means we can pitch to investors and bank with actual trading
figures rather than with projections.
11
7. Founding Team
12
 Keneth Claire Olan
kenethclaireolan@gmail.com
 Jackielou Alingal
jackielou.alingal@gmail.com
 Angel Jane Idiong
angeljane290@gmail.com
 Aido Magaway Jr.
aidomagaway@gmail.com
 Francine Nicolle Repunte
nicollerepunte67@gmail.com
 Bea Esmero
beaesmero17@gmail.com
 Quenjay Grace Butron
butronquenjay@gmail.com
13
Appendix A
Cash Flow Projection
Cash Flow Projections
Table 1. 12 month Cash Flow
Cashflow Month Begins:
Apr-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Total
INFLOW:
Capital Injection
Expected Collections from Revenues
Total Inflow
150,000
119,000
269,000
171,500
171,500
122,000
122,000
169,000
169,000
234,000
234,000
246,500
246,500
296,500
296,500
347,000
347,000
419,000
419,000
519,000
519,000
546,500
546,500
566,000
566,000
150,000
3,756,000
3,906,000
OUTFLOW:
Fixed Asset
Direct Cost/COGS
Payroll Cost
Personnel Cost
Sales and Marketing
Premises Cost
Administration Cost
IP & Legal
IT & Software
Finance
Total Outflow
Net Inflow/(Outflow) for the month
97,300
0
13,715
13,500
25,500
14,999
15,000
75,000
6,500
1,200
262,714
6,286
0
0
14,770
13,500
8,100
14,999
15,000
0
1,500
1,200
69,069
102,431
0
0
14,770
13,500
4,700
14,999
13,000
0
1,500
1,200
63,669
58,331
0
0
14,770
13,500
11,800
14,999
11,500
0
4,500
1,200
72,269
96,731
0
0
14,770
13,500
1,400
14,999
11,000
0
5,500
1,200
62,369
171,631
0
0
14,770
13,500
12,000
14,999
14,100
0
1,500
1,200
72,069
174,431
0
0
14,770
13,500
15,600
14,999
14,400
0
4,500
1,200
78,969
217,531
0
0
14,770
13,500
1,700
14,999
14,600
0
5,400
1,200
66,169
280,831
0
0
14,770
13,500
12,300
14,999
12,700
0
1,500
1,200
70,969
348,031
0
0
14,770
13,500
5,400
14,999
11,300
0
4,500
1,200
65,669
453,331
0
0
14,770
13,500
2,000
14,999
15,000
0
1,500
1,200
62,969
483,531
0
0
14,770
13,500
12,600
14,999
12,900
0
1,500
1,200
71,469
494,531
97,300
0
176,185
162,000
113,100
179,988
160,500
75,000
39,900
14,400
1,018,373
2,887,627
0
6,286
6,286
108,717
108,717
167,048
167,048
263,779
263,779
435,410
435,410
609,841
609,841
827,372
827,372
1,108,203
1,108,203
1,456,234
1,456,234
1,909,565
1,909,565
2,393,096
2,393,096
2,887,627
0
2,887,627
Balance b/f
Balance c/f
Table 2. Revenues
Cashflow Month Begins:
Apr-16
Apr-16
Expected Revenues
Advertisement Fee (Big Company)
Advertisement Fee (Small Business)
Advertisement Acquisition
Commission from PESO (4%)
<add>
<add>
<add>
<add>
<add>
<add>
<add>
<add>
Total
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Total
10,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
10,000
120,000
6,500
6,500
6,500
6,500
6,500
6,500
6,500
6,500
6,500
6,500
6,500
6,500
78,000
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
4,000
0
0
0
0
0
0
0
0
20,500
48,000
0
0
0
0
0
0
0
0
246,000
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Total
Expected Collections
Advertisement Fee (Big Company)
50,000
70,000
40,000
100,000
100,000
80,000
130,000
200,000
220,000
190,000
250,000
250,000
1,680,000
Advertisement Fee (Small Business)
65,000
97,500
78,000
65,000
130,000
162,500
162,500
143,000
195,000
325,000
292,500
312,000
2,028,000
4,000
0
0
0
0
0
0
0
0
119,000
4,000
0
0
0
0
0
0
0
0
171,500
4,000
0
0
0
0
0
0
0
0
122,000
4,000
0
0
0
0
0
0
0
0
169,000
4,000
0
0
0
0
0
0
0
0
234,000
4,000
0
0
0
0
0
0
0
0
246,500
4,000
0
0
0
0
0
0
0
0
296,500
4,000
0
0
0
0
0
0
0
0
347,000
4,000
0
0
0
0
0
0
0
0
419,000
4,000
0
0
0
0
0
0
0
0
519,000
4,000
0
0
0
0
0
0
0
0
546,500
4,000
0
0
0
0
0
0
0
0
566,000
48,000
0
0
0
0
0
0
0
0
3,756,000
Advertisement Acquisition
Commission from PESO (4%)
<add>
<add>
<add>
<add>
<add>
<add>
<add>
<add>
Total
Table 3. Fixed Asset Acquisition
Cashflow Month Begins:
Apr-16
Apr-16 May-16
Jun-16
Jul-16 Aug-16
Sep-16 Oct-16 Nov-16 Dec-16
Jan-17
Feb-17 Mar-17
Total
FIXED ASSET ITEMS:
ASUS Laptop
Fixtures
Printer
Hard Disk Drive
Aircon
Telephone
21,000
55,000
4,600
4,600
5,600
6,500
Total
97,300
21,000
55,000
4,600
4,600
5,600
6,500
0
0
0
0
0
0
0
0
0
0
0
97,300
Table 4. Payroll
Cashflow Month Begins:
Apr-16
Apr-16
Core Management Team (CMT)
Programmer
System Analyst
Marketing Supervisor
Designer
Database Administrator
<add>
Total Permanent Staff Payroll
May-16
25,000
20,000
18,500
19,000
23,000
25,000
20,000
18,500
19,000
23,000
Jun-16
Jul-16
25,000
20,000
18,500
19,000
23,000
Aug-16
25,000
20,000
18,500
19,000
23,000
Sep-16
25,000
20,000
18,500
19,000
23,000
Oct-16
25,000
20,000
18,500
19,000
23,000
Nov-16
25,000
20,000
18,500
19,000
23,000
25,000
20,000
18,500
19,000
23,000
Dec-16
Jan-17
25,000
20,000
18,500
19,000
23,000
Feb-17
25,000
20,000
18,500
19,000
23,000
Mar-17
25,000
20,000
18,500
19,000
23,000
25,000
20,000
18,500
19,000
23,000
105,500 105,500 105,500 105,500 105,500 105,500 105,500 105,500 105,500 105,500 105,500 105,500
Part-time/Interns/Outsourced
<add>
<add>
<add>
<add>
<add>
<add>
<add>PartTotal
time/Interns/Outsourced
EPF Contribution
SOCSO Contribution
Total
Total
300,000
240,000
222,000
228,000
276,000
0
1,266,000
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
12,660
1055
13,715
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
13,715
1055
14,770
163,525
12,660
2,708,185
Jan-17
Feb-17
Mar-17
Total
Table 5. Personnel Cost
Cashflow Month Begins:
Apr-16
Apr-16
Training and Seminars
Staff Insurance
<add>
<add>
<add>
<add>
<add>
<add>
Total
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
8,500
5,000
13,500
13,500
13,500
13,500
13,500
13,500
13,500
13,500
13,500
13,500
13,500
8,500 102,000
5,000 60,000
0
0
0
0
0
0
13,500 162,000
Table 6: Sales and Marketing Cost
Cashflow Month Begins:
Apr-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Facebook Advertising
Online Banner Advertising
Radio Advertising
Flyers / Brochures
<add>
<add>
<add>
1,000
14,000
7,000
3,500
1,100
0
7,000
0
1,200
0
0
3,500
1,300
0
7,000
3,500
1,400
0
0
0
1,500
0
7,000
3,500
1,600
14,000
0
0
1,700
0
0
0
1,800
0
7,000
3,500
1,900
0
0
3,500
2,000
0
0
0
Total
25,500
8,100
4,700
11,800
1,400
12,000
15,600
1,700
12,300
5,400
2,000
May-16
Jun-16
Aug-16
Sep-16
Oct-16
Nov-16
Mar-17
Total
2,100
0
7,000
3,500
18,600
28,000
42,000
24,500
0
0
0
0
12,600 113,100
Table 7: Premises Cost
Cashflow Month Begins:
Apr-16
Apr-16
Utilities
Telephone
Rent
<add>
<add>
<add>
<add>
<add>
<add>
<add>
Total
Jul-16
Dec-16
Jan-17
Feb-17
Mar-17
Total
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500
1,499
10,000
3,500 42,000
1,499 17,988
10,000 120,000
14,999
14,999
14,999
14,999
14,999
14,999
14,999
14,999
14,999
14,999
14,999
14,999 179,988
Table 8: Administration Cost
Cashflow Month Begins:
Apr-16
Apr-16
Taxes
Office Expenses &
Travel/Milage
Miscellanous
<ADD>
<ADD>
<ADD>
<ADD>
<ADD>
<ADD>
<ADD>
<ADD>
Total
5,000
5,000
2,000
3,000
0
0
0
0
0
0
0
0
15,000
May-16
5,000
5,000
2,000
3,000
0
0
0
0
0
0
0
0
15,000
Jun-16
5,000
3,500
2,000
2,500
0
0
0
0
0
0
0
0
13,000
Jul-16
5,000
2,500
2,000
2,000
0
0
0
0
0
0
0
0
11,500
Aug-16
5,000
3,000
2,000
1,000
0
0
0
0
0
0
0
0
11,000
Sep-16
5,000
5,600
2,000
1,500
0
0
0
0
0
0
0
0
14,100
Oct-16
5,000
5,600
2,000
1,800
0
0
0
0
0
0
0
0
14,400
Nov-16
5,000
4,600
2,000
3,000
0
0
0
0
0
0
0
0
14,600
Dec-16
5,000
3,100
2,000
2,600
0
0
0
0
0
0
0
0
12,700
Jan-17
5,000
2,000
2,000
2,300
0
0
0
0
0
0
0
0
11,300
Feb-17
5,000
5,000
2,000
3,000
0
0
0
0
0
0
0
0
15,000
Mar-17
Total
5,000 60,000
4,900 49,800
2,000 24,000
1,000 26,700
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
12,900 160,500
Table 9: IP and Legal Cost
Cashflow Month Begins:
Apr-16
Apr-16
Company Registration
Trademark Fee
Partnership Agreement Drafting (PESO)
<add>
<add>
<add>
<add>
<add>
Total
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
45,000
20,000
10,000
75,000
0
0
0
0
0
0
0
0
Oct-16
Nov-16
Dec-16
0
0
0
Total
45,000
20,000
10,000
0
0
0
0
0
75,000
Table 10: Maintenance Cost
Cashflow Month Begins:
Apr-16
Apr-16
Design templates
Product Planning &
Web Hosting
Web Hosting Renewal
<add>
<add>
<add>
<add>
<add>
Total
3,000
1,000
2,500
0
0
0
0
0
6,500
May-16
0
1,000
0
500
0
0
0
0
0
1,500
Jun-16
0
1,000
0
500
0
0
0
0
0
1,500
Jul-16
3,000
1,000
0
500
0
0
0
0
0
4,500
Aug-16
4,000
1,000
0
500
0
0
0
0
0
5,500
Sep-16
0
1,000
0
500
0
0
0
0
0
1,500
3,000
1,000
0
500
0
0
0
0
0
4,500
3,900
1,000
0
500
0
0
0
0
0
5,400
0
1,000
0
500
0
0
0
0
0
1,500
Jan-17
3,000
1,000
0
500
0
0
0
0
0
4,500
Feb-17
0
1,000
0
500
0
0
0
0
0
1,500
Mar-17
0
1,000
0
500
0
0
0
0
0
1,500
Total
19,900
12,000
2,500
5,500
0
0
0
0
0
39,900
Appendix
B
Minimum Viable Product
COFFEE
Figure 4.Dolce Macchiato
Figure 6. Iced Coffee Dolce
Figure 5. Cortado Dolce
Figure 7. Con Panna Dolce
Figure 8. Americano Dolce
DESSERTS
Figure 9.Cannoli Dolce
Figure 11.Tiramisu Dolce
Figure 10. Panna Cotta Dolce
Figure 12.Gateu Dolce
Figure 13.Choco Dolce
2