Italian Coffee at America's Pace
Franchise Business Plan
Marjory Stoneman Douglas High School
5901 Pine Island Road
Parkland, FL 33076
Alexis Sealy and Mackenize Muller
January 14th, 2021
Table of Contents
I. EXECUTIVE SUMMARY..........................................................................................................1
II. BUSINESS HISTORY, BACKGROUND AND OBJECTIVES...............................................4
III. BUSINESS ENVIRONMENT...............................................................................................7
IV. PRODUCTS AND/OR SERVICES.........................................................................................8
V. PRESENT MARKET................................................................................................................9
VI. COMPETITION.....................................................................................................................11
VII. MARKETING PLAN...........................................................................................................12
VIII. MANAGEMENT AND ORGANIZATION........................................................................13
IX. BUSINESS RESOURCES....................................................................................................14
X. FINANCIAL PLAN AND DATA............................................................................................17
XI. CONCLUSION......................................................................................................................19
XII. BIBLIOGRAPHY................................................................................................................19
XIII. APPENDIX.......................................................................................................................20
Ellianos
Coffee
I. EXECUTIVE SUMMARY
Company Overview
Ellianos Coffee's mission:
" TO CAPTIVATE OUR CUSTOMERS BY DELIVERING AN UNMATCHED
LEVEL OF QUALITY, CONSISTENCY, AND SPEED IN EVERY CUP."
Driven by a mission to serve the highest quality specialty coffee beverages in
a way that would meet the demands of busy Americans, Scott and Pam
Stewart created "Ellianos Coffee." Founded as a family-owned business in
2002, Ellianos Coffee has grown rapidly and is available across the Southeast
United States in Florida, Alabama, and Georgia. The franchise is a double
drive-thru-only coffee shop, recognized for its delicious specialty coffee,
mouth-watering food, and efficient service. The brand is known for serving
people who live a "fast-paced" lifestyle, meaning they are always rushing
around and on the go. People took to the concept of Ellianos Coffee
immediately because of their ability to serve quality products to a high
volume of customers, quickly, and with all expectations exceeded. Ellianos
Coffee is now a dominant brand in the Southeast United States because of
their hard work and attention to detail, and still stands by the same slogan as it
did when the franchise was first created: "TO SERVE ITALIAN COFFEE
AT AMERICA'S PACE."
Ellianos Coffee offers a
drive-thru only experience!
We believe Ellianos Coffee will be successful in Orlando,
Florida because of Orlando's fast-paced environment.
Achievements to Date
Our Objectives
01
MULTIPLE LOCATIONS ACROSS THE
SOUTHEAST UNITED STATES
01
INCREASE TRAFFIC ON SOCIAL MEDIA
02
REBRANDING OF THE FRANCHISE IN
2016
02
CREATE CUSTOMER LOYALTY
PROGRAM TO MEASURE QUALITY
03
POSITIVE IMAGE ACROSS THE
SOUTHEAST UNITED STATES
03
INCREASE AVERAGE ANNUAL SALES
OF THE ELLIANOS COFFEE BRAND
They've [Ellianos Coffee employees] always been pleasant, welcoming, and beyond my
expectations even 30 minutes before closing... The drinks have been superb...You should totally
make a pit stop at Ellianos, like, right now." - Shante A., Jacksonville, FL, 7/9/2019
Business Environment
POLITICAL
The coffee industry in the United States
is dependent on international trade.
SOCIAL
Coffee is a popular beverage, but customers may
not feel comfortable during the COVID-19
pandemic going through the drive-thru.
ENVIRONMENTAL
The use of biodegradable cups, paper straws,
and recycling allows Ellianos Coffee
location to give back to the environment.
ECONOMICAL
The COVID-19 Pandemic has increased the
unemployment rate, preventing some from
enjoying Ellianos Coffee's products.
TECHNOLOGICAL
Technology can be used to speed up the
service at Ellianos Coffee, allowing them
to create a positive brand image.
LEGAL
The high minimum wage rate in
Orlando forces the new Ellianos Coffee
location to pay more for the employees.
1
Products and Services
Target Market
Ellianos Coffee offers specialty beverages and food
including coffee, smoothies, muffins, and bagels. They
offer a service called the "Guilt-Free Line", where they
substitute regular ingredients for healthier options.
Ellianos Coffee includes a double lane drive-thru,
allowing customers to receive orders in less than two
and a half minutes upon the initial greeting.
Demographics
Primary Market: Ages 18-13
Secondary Market: Individual Incomes of
$48,511+ Per Year
Psychographics
Fast-Paced, American Lifestyles
People Who Choose Healthy Options
Coffee Lovers
Marketing
Competition
Social Media Marketing
The main competition will be large corporation
coffee brands mainly for the reason of their
international brand reputation. On the contrary,
our Ellianos Coffee brand will stand out because
of the efficient drive-thru layout, which allows
service in as little as two and a half minutes upon
the initial greeting. The brand is also unique
because of high-quality reputation in the
Southeast United States.
Competition-Based Pricing Strategy
Search Engine Optimization
Cause Marketing
Partnership with UCF and Students
Incentive and Loyalty Program
Signage and Storefront Advertisement
Training Timeline
The employee
gets acquainted
with employees
& workplace
environment.
The employee
learns safety
and health
guidelines.
The employee
learns to make
all drinks with
supervision.
The employee
makes all
food with
supervision.
The employee
makes all food
& drinks on
their own.
The employee is
knowledgeable
enough to train
others.
Management and Organization
Alexis Sealy
Franchisee/Manager
Customer service
Staffing
Quality control
Mackenzie Muller
Franchisee/Manager
Part-time
Part-time
Part-time
Part-time
Barista/Cashier
Barista/Cashier
Barista/Cashier
Barista/Cashier
Sales
Expenses
Inventory
Part-Time
Part-time
Part-time
Part-time
Barista/Cashier
Barista/Cashier
Barista/Cashier
Barista/Cashier
2
Growth Potential
75%
64% of Americans drink a cup of
coffee every day, up from 62% in
2017, which is roughly six million
people. There is a positive correlation
between coffee consumption and the
fast- American lifestyle. This positive
trend will grow as the American
lifestyle pace increases annually. This
data projects that by the year 2022, an
estimated 70% of Americans will be a
part of the specialty coffee trend.
50%
25%
0%
Acronym "COFFEE"
2017 2019 2021 2023
Americans who Drink Coffee Daily
C COMMITTED
O ONE-OF-A-KIND
F FAST
F FRIENDLY
E ENJOYABLE
E EFFICIENT
Business Resources
Human Resources
Ellianos Coffee Orlando will have two managers/franchisees (Sealy and Muller),
Ellianos Coffee Represntatives, as well as eight employees that will be cross-trained
as baristas and cashiers.
Capital Resources
Capital resources include refrigeration, food ovens, espresso and coffee machines,
grinding and roasting machines, plastic silverware and napkins, cups, and storage
organizers for ingredients.
Natural Resources
Ellainos Coffee's specialty ingredients include coffee beans, baking ingredients like
flour and sugar, and sugar substitutes for the "Guilt-Free" line such as the sugar-free
whipped cream.
Financial Information
Enter Values
Values
Loan Amount
Annual Interest Rate
Loan Period in Years
Number of Payments Per Year
Start Date of Loan
$300,000
6.7%
7
12
1/1/2022
Loan Summary
Values
Scheduled Payment
Scheduled Number of Payments
Actual Number of Payments
Total Early Payments
Total Interest
$4,483.94
84
84
$0
$76,650.57
Average Sales of the Ellianos Coffee Brand Per Store
$1,000,000
Po
te
nt
ia
l
Strategy for Obtaining Capital
$750,000
al
Actu
$500,000
$250,000
$0
2000
2005
2010
2015
2020
2025
Conclusion
The start-up costs of the Orlando Ellianos Coffee location will be $320,000, where $300,000 is a loan
and $20,000 is an equity investment ($10,000 for each franchisee). The Orlando Ellianos Coffee
location projects to earn approximately $500,000 in revenue during the first year. The estimated net
income is $25,000 in year 1, and $70,420 in year 2. We are confident that our franchise business will
be a success and appreciate your consideration and support of our business. Our request is for a
$300,000 loan which will be paid back from our successful business venture within seven years.
3
II. BUSINESS HISTORY, BACKGROUND AND OBJECTIVES
A. DESCRIBE THE COMPANY FOR YOU WISH TO PURCHASE FRANCHISE RIGHTS
"TO SERVE ITALIAN QUALITY AT AMERICA’S PACE®."
Ellianos Coffee began when experienced entrepreneurs and coffee-lovers Scott
and Pam Stewart noticed the growing drive-thru coffee shop industry. Having a
love for coffee, the Stewarts began planning Lake City, Florida’s first doublesided drive-thru specialty coffee shop. Founded as a family-owned business in
2002, the Ellianos Coffee franchise has grown and is available across the
Southeast United States in Florida, Alabama, and Georgia. Driven by a mission
to serve the highest quality specialty coffee beverages in a way that would meet
the demands of busy Americans, people took to the concept of a double drivethru specialty coffee shop immediately. This double-sided layout allows two
cars to be served at one time. The brand is known for serving people who live a
"fast-paced" lifestyle, meaning they are always rushing around and on the go.
With hard work, attention to detail, and help from others, Ellianos Coffee
Company is now a dominant brand in the Southeast United States. Even in the
early stages of the brand, Ellianos Coffee achieved brand awareness in its
market along with loyal customers.
Thomasville, GA
Ellianos Coffee Location
"It's our mission to captivate our customers by delivering unmatched quality,
consistency and speed in every cup." - Ellianos Coffee Company Mission Statement
36%
64% of
Americans
drink a cup of
coffee or more
daily.
64%
The specialty coffee industry has grown exponentially in the past decade. Around
64% of Americans drink a cup of coffee or more daily. The target market for
Ellianos Coffee is a large percentage of the adult population. The main competitive
advantage of Ellianos Coffee in this market is its ability to serve the best quality
products to a high volume of customers quickly, and with the customer’s
expectations exceeded, with only a drive-thru option.
We believe Ellianos Coffee will be successful in Orlando,
Florida because of Orlando's fast-paced environment.
B. LIST YOUR SHORT-TERM AND LONG TERM OBJECTIVES
SHORT TERM OBJECTIVES
LONG TERM OBJECTIVES
QUANTITATIVE
In the first twelve months of our Ellianos Coffee
location, we will increase traffic on the Ellianos
Coffee Instagram and the Facebook page. Social
media is vital to our success due to Ellianos
Coffee's primary demographics: individuals ages
18-30, aligning with the primary market of social
media users. We strive to gain 750 followers on
Facebook and Instagram year to date. With a large
social media following, we can keep all of our
loyal customers up to date on the happenings with
the franchise.
QUALITATIVE
The quality of the location will be measured by
tracking who comes to the franchise and making
sure the number grows exponentially. In turn, this
data will show if we have exceeded the
expectations of the customers. The Orlando
location will implement a loyalty program to
reward customers who give Ellianos Coffee their
brand loyalty.
QUANTITATIVE
The Orlando Ellianos Coffee location has set a
goal to reach the average annual sales of an
Ellianos Coffee location by year two. After year
two, our goal will be to stay above the average
annual sales of the other Ellianos Coffee locations
in the country. Another goal is to pay back our
loans on the schedule of our loan amortization in
a timely manner. This can be done by
strategically taking out the right amount of money
from our lender as capital, and by allocating any
profits our location makes accordingly.
QUALITATIVE
We hope that in the long term, we expand the preexisting, positive brand image that Ellianos
Coffee already has by upholding its friendly and
efficient reputation. We will do so by making
sure that every order is received by customers
within two and a half minutes.
4
C. DESCRIBE THE COMPANY'S MAJOR
SUCCESSES AND ACHIEVEMENTS TO DATE
MULTIPLE FRANCHISE LOCATIONS ACROSS THE SOUTHEAST UNITED STATES
01
Ellianos Coffee proudly serves specialty Italian coffee at 17
locations in the Southeastern United States. A customer can
find an Ellianos Coffee location in Alabama, Florida, and
Georgia. Ellianos Coffee additionally has nine locations
coming soon in Florida and Georgia during the year 2021.
Ellianos Coffee's impressive reputation has created the need
for numerous locations in such a small radius.
REBRANDING OF THE BUSINESS
02
Four years ago, Ellianos Coffee rebranded themselves to attract a new, younger target market
to fit the demographics of the cities in which franchise locations can be found. They
redesigned the storefront, adding a sleek, modern brown aesthetic as well as adding more food
and beverage options for customers.
Ellianos Coffee in years 2002-2016
Ellianos Coffee 2016-Present
POSITIVE BRAND IMAGE IN THE SOUTHEAST UNITED STATES
03
With an astounding "5 Star" rating on the website Yelp, there is no doubting the people of the
Southeast United States love the products and friendly services of Ellianos Coffee. Customers
hold the Ellianos Coffee brand image as a positive and efficient brand in their small towns and
stay loyal to them, even over their competitors.
"After visiting for the third time, I realized the staff at Ellianos Coffee Company's attitude never
drifted. They've always been pleasant, welcoming, and beyond my expectations even 30 minutes
before closing. The drinks have been superb! And, did I mention their sandwiches are so darn
delicious? You should totally make a pit stop at Ellianos, like, right now."
-Shante A., Jacksonville, FL, 7/9/2019
D. DESCRIBE THE COMPANY'S CHALLENGES AND OBSTACLES
One of the challenges of the Ellianos Coffee brand is the international coffee franchises with a large following,
such as Dunkin' and Starbucks. Standard and specialty daily coffee consumers are known to remain loyal to
the brand they dine with. It can be difficult for a smaller franchise, as Ellianos Coffee, to persuade customers
to redirect their customer loyalty.
Ellianos Coffee can compete with massive, widespread franchises because of their ability to drive in new
customers and retain their business. A loyalty program will also help with retaining brand loyalty. The Ellianos
Coffee brand has established a unique store layout and specialty drinks not found at any other coffee franchise,
intriguing customers loyal to other brands to try Ellianos Coffee and instantly fall in love with the brand and
return daily. Customers learn about these unique attributes through distinct storefronts, social media, and local
advertising.
Ensuring potential customers take notice of the brand will be done through a distinct storefront, social media
marketing, and local advertising. The need for more marketing and advertisement creates an obstacle for the
brand. Ellianos Coffee can make sure to grab the attention of potential customers in their target market through
innovative social media campaigns, paid advertisement that engages the market, and by maintaining the iconic,
neat, and sleek curb appeal.
5
E. DESCRIBE THE REQUIREMENTS TO FRANCHISE
COMPLETE DISCLOSURE
AGREEMENT AND
FRANCHISE APPLICATION
After the potential franchisee's initial email, Ellianos Coffee will send an
email containing the Complete Disclosure and the Financial Application.
Because Ellianos Coffee will share financial and other private information
with the potential franchisee, they will be asked to sign a nondisclosure
agreement, an agreement that everything they talk about will be kept
private. Ellianos Coffee will also ask that you complete the franchise preapplication, which will help them understand what your goals are for
opening an Ellianos Coffee location. Ellianos Coffee will then send you a
franchise application form for you to complete and return to them. The
franchise application is informative and will allow Ellianos Coffee to get
to know the prospective franchisee.
EVALUATION OF
APPLICATION
When Ellianos Coffee receives the completed franchise application, they
will evaluate it from a business viability standpoint. Upon completion of
Ellianos Coffee's evaluation, the potential franchisee will be notified by
telephone or email of Ellianos Coffee's decision. If the application is
approved, a phone call or email will be made to schedule a time to discuss
the “next steps” to take to open a successful location.
SCHEDULE A VISIT TO
CORPORATION AND
SIGN THE FDD
After the Ellianos Coffee brand receives the Foundation for Defense of
Democracies (FDD) receipt page that the potential franchisee must sign to
franchise, they will determine the mutual interest level and continue
forming a franchise business relationship. If both parties wish to proceed
further, a scheduled visit for the potential franchisee and any member of
their business team to meet the Ellianos Coffee corporate team in Lake
City, Florida, is required. This is both a business and a personal visit where
both parties get to know one another and start building a long-term
relationship.
SIGN AND FUND THE
FRANCHISE CONTRACT
The franchise contract will be prepared and mailed to the potential
franchisee for a required signature and payment of the balance of the
franchise fees due. Upon receipt of the contract and the payment, Ellianos
Coffee will counter-sign the contract, and a copy of all the paperwork will
be sent back to the potential franchisee.
SCHEDULE TRAINING
After all the required paperwork is signed, Ellianos Coffee will schedule
the new franchisee and one of their managers for initial training to be held
at Ellianos Coffee's Corporate Offices and Training Stores in Lake City,
Florida. During training, all manuals, toolkits, brochures, and materials
will be given to the new Ellianos Coffee franchisee for the duration of the
relationship.
GRAND OPENING
Ellianos Coffee's Corporate Operations Training Team will be on-site at
the new Ellianos Coffee the day before the grand opening, on grand
opening day, and for the first couple of days to follow. This is when
additional field training will be provided to the new franchisee and the
store operations staff to ensure your success as an Ellianos Coffee
franchise.
"Getting things up and running is just the beginning. We'll be with you every step of the way."
-Ellianos Coffee Website
6
III. BUSINESS ENVIRONMENT
To help outline the factors that will affect our franchise, we conducted a PESTEL analysis to highlight the
political, economical, social, technological, environmental, and legal factors that may affect our business.
POLITICAL
ECONOMICAL
The coffee industry as a whole is
dependent on international trade.
The COVID-19 Pandemic has
increased the unemployment rate.
SOCIAL
TECHNOLOGICAL
Customers may not feel comfortable going to a
drive-thru during the COVID-19 Pandemic.
Technology can speed up the service at Ellianos
Coffee, creating a positive brand image.
ENVIRONMENTAL
LEGAL
Biodegradable cups, paper straws, and recycling
make our location environmentally friendly.
The minimum wage rate in Orlando makes our
franchise pay more for our employees.
In terms of how politics affects our franchise location, coffee bean production is primarily in Africa, South
America, and Asia. However, the consumer base is primarily in North American and Europe. The coffee
industry is highly dependent on international trade to operate. The trade agreements between manufacturing
and consuming geographies are what enable this industry to thrive. If there perpetuates a mishap within these
industries, it will severely affect the coffee industry and increase production costs.
Economics affects our Ellianos Coffee location because the COVID-19 pandemic increased the
unemployment rate in the United States. In September 2020, the unemployment rate was 7.9%, which is 3%
higher than the average rate. If people are not working and are struggling to make ends meet, they will be
unlikely to stop by Ellianos Coffee every day for food or beverage. Without customers making money, the
Ellianos Coffee revenue and profits will have a significant effect because potential customers will not have the
extra pocket money to spend on desired products that are not necessities.
In terms of how society affects our Ellianos Coffee, customers may not feel comfortable utilizing the drivethru service during the COVID-19 Pandemic. While picking up the food or beverage at the drive-thru window,
the customer may need to get closer than the recommended six feet away to receive items. If a customer has a
pre-existing health condition, they may not wish to visit Ellianos Coffee until the Pandemic is over. The
mobile ordering coming soon will also help our franchise since it allows for less in-person contact.
The advancements in technology in recent years will greatly help the efficiency of the Orlando Ellianos
Coffee staff. For example, by creating an Ellianos Coffee application for smartphones, customers can order
their food and beverages beforehand, so they do not have to wait for the order to be prepared. Additionally, we
can use technology to connect with customers through social media and marketing on sites like Facebook,
Instagram, and Twitter.
Our Ellianos Coffee location wants to ensure customers the products and services offered help the
environment simultaneously. Ellianos Coffee will serve products using biodegradable cups and paper straws
to do our part in helping the environment. This small change in our company will help protect the ocean and
the air we breathe and convince people to choose our brand over a competitor.
A legal factor that affects our Orlando Ellianos Coffee location is that by September 2026, the Orlando
minimum wage will be $15.00. Since this is higher than the national average, our franchise will have to pay
more for employees than other Ellianos Coffee locations. This legal factor affects our business because a large
portion of the sales made will go towards paying our employees.
7
IV. PRODUCTS AND/OR SERVICES
A. LIST AND DESCRIBE THE PRODUCTS AND/OR SERVICES OFFERED
Products Currently Offered
"Signature Creations"
01
Caffé
Dolce
Milan Mint
Mocha
Tuscant
Toffee
Sicilian
Smoothie
"Espresso Beverages"
Caffé Latte
Carmella
02
Caffé Mocha
Caffé
Americano
Ellianos Coffee serves food
for customers to enjoy along
with their coffee. Food is
prepared and served warm
every day. Customers can
alter drinks and pastries in
order to make their Ellianos
Coffee order as delicious as
possible! The specialty food
menu items range in prices
from $1.35-$5.50.
Vemetian
Vanilla Creme
Cookie
Freezer
"Chilled and Frozen Beverages"
Cappuccino
Caffé Breve
Iced Coffee
Latte Freezer
Smoothie
All drinks on the menu can be customized to
the customer liking; ingredients can be added
to take out of any beverages. Ellianos Coffee
offers both hot and cold drinks to make sure
they have something for all. Ellianos Coffee's
plain black coffee (Café Americano) is priced
at $1.05 cents below the national average.
"Eats & Treats"
Bagels
Muffins
Breakfast
Sandwhiches
Cookies
Services Currently Offered
"Guilt-Free Line"
03
Ellianos Coffee makes accommodations for healthconscious customers with their ingredient substitution
process called the "Guilt-Free" line. "Guilt-Free" drinks
substitute regular milk for "nutrient-dense" skim milk,
introduce sugar-free flavors, and replace regular
whipped cream with sugar-free whipped cream! The
Guilt-Free has widened their market being an estimated
49% of Americans consider themselves “healthoriented eaters”, meaning they choose their foods based
on their nutritional value.
51%
49% of
Americans are
"health-oriented
eaters"
8
49%
04
Ellianos Coffee Double Drive-Thru
Although Ellianos Coffee has incredible food and
beverages, their unique value proposition is their
double drive-thru only design. This unique layout
allows a small building footprint, low parking
requirements, incremental traffic to the property, and
more convenient service to the customers; The system
allows the food and beverage preparation to be a mere
two and a half minutes upon the initial greeting.
Products Coming Soon
Ellianos Coffee will not shy away from the festivity and opportunity of each season.
The Orlando Ellianos Coffee location will introduce mouthwatering flavors to
compliment each season. For example, during the Autumn season, the Ellianos
Coffee location introduced a smokey "Pumpkin White Mocha" coffee. The seasonal
marketing strategy builds anticipation within the customer and identifies appropriate
opportunities to keep customers coming back for more.
Services Coming Soon
"Pumpkin
White Mocha"
Ellianos Coffee will soon introduce mobile ordering to ensure that every customer
receives timely and efficient service. By developing an application that can be
downloaded straight to the user's smartphone, customers can order specialty drinks
and food up to 24 hours in advance. Consumers will be able to schedule a pick-up
time, and when they drive up at the pick-up time, their dink will be prepared and
ready to enjoy. This efficient use of technology will allow the consumer to be in and
out of Ellianos Coffee quickly and will help ensure a positive brand reputation.
Mobile ordering will not affect the quality of the product and service of Ellianos
Coffee. For example, if you order a hot coffee, Ellianos Coffee guarantees that your
coffee will still be hot. Ordering on the app will only be an advantage and will not
sacrifice the experience. Because of the COVID-19 pandemic, many started utilizing
mobile ordering more frequently. This addition to the services will ensure that
Ellianos Coffee location will "serve Italian coffee at America's pace."
Mobile Ordering
V. PRESENT MARKET
A. DESCRIBE THE PRESENT MARKET
By analyzing the typical demographics and psychographics of the typical Ellianos Coffee customer and what
type of people live in the Orlando area we further came to the conclusion that the franchise will be successful
in Orlando. Ellianos Coffee targets coffee lovers, fast-paced Americans, and health-oriented eaters of any age.
Demographics
Primary Market: Ages 18-13
Secondary Market: Individual Incomes of
$48,511+ Per Year
Psychographics
Fast-Paced, American Lifestyles
People Who Choose Healthy Options
Coffee Lovers
Our Orlando Ellianos Coffee location will be targeting
college students and young adults because of its prime
location near the University of Central Florida (UCF).
According to the UCF website, the school has over 66,000
fast-paced lifestyle students, making Orlando a prime spot
for an Ellianos Coffee location. The Orlando population as
of 2018 has 285,713 people, making a wide variety of
people who may be interested in the Ellianos Coffee
brand. Our franchise location will be five miles away from
the main campus, making it convenient for UCF students
and adults who live on the campus' outskirts.
The average median, individual income in Orlando is $48,511, according to the United States Census in 2018.
Based on this information, we will make sure our Ellianos Coffee location targets that specific household
income through strategic marketing strategies with great discounts and new drinks to keep these people coming
back for more.
9
When people come to Orlando, they want to experience it like the locals! Tourists and customers visiting from
out of town would drive through our location so they can have a taste of the local Orlando experience.
Finally, our location wants to target people who want to stay away from the sugary drinks sold at other coffee
shops, such as Starbucks and Dunkin'. The Guilt-Free line includes a widened Ellianos Coffees' market
because about 49% of Americans consider themselves “health-oriented eaters”, meaning they choose their
foods based on their nutritional value. "Guilt-Free" drinks substitute regular milk for "nutrient-dense" skim
milk, introduce sugar-free flavors, and replace whipped cream with a sugar-free option.
B. DESCRIBE THE GROWTH POTENTIAL IN YOUR MARKET
As coffee lovers are the largest part of our target market and the number of 75%
people who drink coffee every day is increasing every year, it is evident
that a franchise like Ellianos Coffee will succeed. In a 2018 study by the
National Coffee Association, 64% of Americans drink a cup of coffee
every day, up from 62% in 2017. To put that in perspective, the increase of
2% is roughly six million people. Multiplying the six million by the price
of one cup of coffee every day shows much much revenue can potentially 50%
be made in this industry. The study also highlights how there is a positive
correlation between coffee consumption and the fast-paced American
lifestyle. This positive trend will continue to grow as the American lifestyle
pace increases annually. This evidence proves by the year 2022, an
estimated 70% of Americans will be a part of the specialty coffee trend!
Additionally, the coffee industry has been growing at a faster pace in the 25%
younger population because of the rise of internet celebrity Emma
Chamberlain. She is a 19-year-old with a wildly successful merchandise
brand, a book deal, and over ten million followers on YouTube, engaging
with primary girls in their teens and young adult years. Her love for coffee
has inspired her ten million YouTube followers to engage in the specialty
coffee trend, creating a young market that will grow up loving coffee and 0%
will continue to buy coffee for years to come. Because of the younger
2017 2019 2021 2023
crowd falling in love with specialty coffee now, they will be attracted to the
Projected Americans
Ellianos Coffee brand for years to come.
who Drink Coffee Daily
C. DESCRIBE THE CURRENT PRICING POLICY
Ellianos Coffee currently operates under a one-price policy, meaning that at any given
time, all customers pay the same price for any product at Ellianos Coffee. Customers have
the option to alter any food or beverage on the menu, usually leading to extra costs for the
order. This allows our Orlando Ellianos Coffee location to utilize the price lining strategy.
An example of when an extra cost will be added to a customer's order is if a customer opts
to add an extra shot of espresso, or wants extra caramel in their macchiato. By putting the
minimum price on the drive-thru board, customers may be more likely to order a more
expensive drink, but still, add their extra addition for a few cents to a dollar more. The few
cents to a dollar may not seem like much in the beginning, but because of the customer's
continuous brand loyalty and repeat business, over time this will add up to extra revenue
for our location. We project that these strategies all Ellianos Coffee locations use will
make our franchise in Orlando, Florida successful.
D. IF THE BUSINESS IS SEASONAL, EXPLAIN HOW THE
COMPANY ADJUSTS TO SEASONAL FACTORS
Ellianos Coffee is not a seasonal business, however, we project there will be higher sales
during the winter season because when society thinks of a "coffee shop," they tend to
think of hot drinks. However, Ellianos Coffee serves a variety of both hot and cold
beverages. We will adjust our marketing strategy accordingly by advertising refreshing
specialty drinks during the spring and summer, and advertising hot beverages during the
fall and winter seasons to keep our Ellianos Coffee location growing exponentially.
10
VI.COMPETITION
A. LIST THE COMPANY'S PRIMARY COMPETITORS IN YOUR
MARKET. IDENTIFY THEIR STRENGTHS AND WEAKNESSES
Starbucks
Starbucks is known for its high-quality coffee, specialty drinks, and the luxury brand the
company has to offer. In 2019, Starbucks reached $21.3 billion in revenue, making it the
most popular coffee company in the world. A consumer can find a Starbucks location
anywhere from China to the United States, and more! The average cup of coffee at
Starbucks costs approximately $3.75.
Dunkin'
Dunkin' has been dominating the coffee industry since 1999, with its profits reaching $1.4
billion in 2019. With Dunkin's major rebranding, which includes a new store design,
additions to the existing menu, and digital-ordering kiosks, Dunkin' is becoming more
upscale, while maintaining low prices. Customers can find Dunkin' across the world. The
average cup of coffee at Dunkin' costs approximately $2.50.
Home
Home
Coffee
Coffee
Makers
Machines
In 2019, approximately 45% of US coffee consumers brew their coffee using an at-home
coffee machine. The highest selling domestic coffee machine brands include Keurig, Mr.
Coffee, and De Longhi. At home, brewing has grown exponentially due to it being
accessible and less expensive to the consumer.
B. LIST THE ADVANTAGES THE COMPANY HAS
COMPARED TO ITS PRIMARY COMPETITORS
Double Drive- Thru Layout
The specialty, double drive-thru layout of Ellianos Coffee allows for efficiency and convenience to
the customer. If customers are in a hurry, Ellianos Coffee is perfect for them! Customers will save
time because they never have to leave their car, there are two lanes to cut wait time, and there is no
hassle of finding a parking place. This attractive layout allows Ellianos Coffee to serve "Italian
quality at America's pace" in under two minutes and thirty seconds upon the initial greeting.
High-Quality, Specialty Roast
Ellianos Coffee only wants the best for its customers, and that is why they serve their coffee bean
with an Italian style roast. Starbucks coffee drinks are strong but have a very bitter and burnt taste.
There is nothing wrong with strong coffee, but it should taste nice and smooth. Ellianos Coffee crafts
a perfect, smooth blend that is guaranteed to exceed customer expectations.
Unique to the Southeast United States
Ellianos Coffee is exclusively available in the Southeast United States, making it unique to its
location. Unlike its primary competitors, customers cannot find an Ellianos Coffee location
everywhere in the world. Customers are widely known to stay loyal to smaller businesses, meaning
they will be more likely to choose Ellianos Coffee over Starbucks or Dunkin'. If customers drive by
an Ellianos Coffee location, they may stop because they cannot find locations everywhere.
C. LIST THE DISADVANTAGES THE COMPANY HAS
COMPARED TO ITS PRIMARY COMPETITORS
No International Brand Reputation
When someone from out of town comes to the Southeast United States, they will likely stay loyal to
a brand they are familiar with, such as Dunkin' or Starbucks, instead of trying a more local shop like
Ellianos Coffee. Because brands like these have locations around the world, they are more widely
known, which will allow them to draw in customers no matter where they are staying. This is why
building brand awareness is a priority for success.
No Indoor Dining Available To Customers
Because of the differentiation of Ellianos Coffees' layout from other specialty coffee shops, there is no
indoor dining availability to customers. This can serve as a disadvantage because if a customer wants to
drink coffee with a friend, they will have to drink their beverage elsewhere. This layout serves for
efficiency and can drive customers to competitors who offer to sit inside the establishment.
A Limit to Drink Combinations
According to Starbucks, customers can create 80,000+ drink combinations. Ellianos Coffee strives to
serve the highest quality of drink with the highest quality of ingredients, but by doing so, they must
limit the number of ingredients available to customers.
11
VII. MARKETING PLAN
A. DESCRIBE THE COMPANY’S EXISTING MARKETING
TECHNIQUES, STRATEGIES AND TOOLS
SOCIAL MEDIA MARKETING
The franchise's main form of marketing is through various social media
platforms: Facebook, Instagram, and Twitter. 98% of individuals from
the age of 18-26 are present on at least one social media platform, and
promoting through social media is the most strategic way to increase
customer interest in the brand's target market.
Ellianos Coffee Instagram Handle
COMPETITION-BASED PRICING STRATEGY
Ellianos Coffee uses the competitors' pricing as an advantage by pricing
their products slightly below other brands. Ellianos Coffee's plain black
roast, for example, is priced $1.05 below the national average, making
potential customers more inclined to utilize Ellianos Coffees' services
over a brand like Starbucks or Dunkin'.
Ellianos Coffee Prices
SEARCH ENGINE OPTIMIZATION
Ellianos Coffee takes advantage of search engine optimization, which
improves the quantity of website traffic to a website from search
engines like Google or Bing. When a potential customer looks up words
relating to Ellianos Coffee such as "Coffee near me" and "drive-thru",
they will be directed to the Ellianos Coffee website.
Ellianos Coffee Website
CAUSE MARKETING
Ellianos Coffee utilizes cause marketing strategically partnering with
the Archbold Women’s Center, a popular health system that specializes
in breast and women's health services. 90% of people are likely to
switch to a cause-branded service, meaning Ellianos Coffee may show
more success by supporting breast cancer.
Ellianos Coffee Supports
Breast Cancer
B. DESCRIBE THE MARKETING TECHNIQUES, STRATEGIES AND
TOOLS YOU WILL USE IN THE FUTURE TO PROMOTE THE BUSINESS
Strategic Partnership with UCF and the Student Body.
We plan to work alongside UCF in order to increase the foot traffic to our new Orlando location.
One promotional event we hope to strategically work with is “Light Up UCF”. Being one of the
biggest events hosted at the University of Central Florida, “Light up UCF” is an annual holiday
fair, set up in the center of the UCF campus. Attracting thousands of students per night, this event
runs from after Thanksgiving through New Year's Day. Handing out samples of our premium
drinks and food can be a great source of advertisement and allow people in our target demographic
to try our products. In addition, Sealy and Muller will implement a brand ambassador program
with the UCF student body to increase Ellianos Coffee brand awareness in the target market.
Incentives and Loyalty Program
By creating a loyalty program for local Orlando customers, they will continuously choose our
brand over that of the major competitors. By signing up for the Orlando Ellianos Coffee
loyalty program, customers will receive a free beverage of their choice after every $50.00
spent, which would be about every ten visits for the average customer. A loyalty program
could additionally draw customers to visit our coffee shop more often than they normally
would. Additionally, on the first day of opening, the first 50 customers will receive a free
beverage. This incentive will create word-of-mouth and will be a great source of
advertisement.
Signage and Storefront Advertisement
By advertising store promotions through a series of signage and storefront advertisements,
potential customers driving by may become more inclined to purchase their typical order if it
is a high discount. By utilizing curbside appeal and large signage, potential customers will
take notice of the unique layout of Ellianos Coffee, and it may even spark interest for new
customers.
12
VIII. MANAGEMENT AND ORGANIZATION
A. DESCRIBE YOUR MANAGEMENT TEAM
AND ITS STRENGTHS AND WEAKNESSES
The management team will be made up of two franchisees, Alexis Sealy and Mackenzie Muller. Sealy and
Muller make a great team because the strengths of one, are the weaknesses of the other. Jointly, they will
oversee selections, training, and marketing. With complementary styles of management, communications
skills, and passion, the management team of Sealy and Muller will run the Orlando location successfully as
shown by the SWOT Analysis.
EXTERNAL FACTORS
INTERNAL FACTORS
Strengths
1. Sealy and Muller have complementary strengths; the strengths of one are the weaknesses of the other.
2. Sealy has a ServSafe certification, which taught her proper cleaning and cooking techniques.
3. Sealy and Muller are Microsoft Office Specialists. They're efficient with Excel, Word, and PowerPoint.
4. Sealy and Muller have worked on large, successful projects in the past and made a great team.
5. Brand representatives will help Sealy and Muller throughout their Ellianos Coffee business venture.
Weaknesses
1. This will be Sealy and Muller's first time owning a franchise, meaning they have no prior experience.
2. Sealy is not as efficient with administrative work such as maintaining records of sales and inventory.
3. Muller is not as efficient when it comes to professional communication with customers and employees.
Opportunities
1. The management team can learn from each other's strengths and improve their weaknesses.
2. Sealy and Muller will gain entrepreneurial, hospitality, and management experience.
3. Sealy and Muller can start a franchise in an industry that continues to grow with millennials.
Threats
1. There may be management teams in the area with more experience and networking connections.
2. Larger brands like Starbucks and Dunkin' may have the potential customer's brand loyalty.
Sealy
Effective
communication
Efficient at
delegating tasks
Extremely
detail oriented
Customer
service
Staffing and
scheduling
Quality
control
Marketing
skills
Efficient
math skills
Extremely
organized
Muller
Sales
Expenses
Inventory
B. DESCRIBE YOUR PLAN TO FURTHER
DEVELOP YOUR MANAGEMENT TEAM
Initial Training Program
Operations Manual
Leadership Seminars
An initial training program will
be provided to Sealy and Muller
by the Ellianos Coffee brand to
ensure the expected quality of
the brand is upheld. The
franchisees will be taught how
to prepare all food and
beverages and how to properly
manage the staff. They will
additionally learn the ServSafe
curriculum to make sure the
store is sanitary and up to par at
all times.
The management team will be
provided with an Operations
Manual, which has the tools
Sealy and Muller will need to
help run the coffee shop, right
at their fingertips. This will be
a valuable resource in terms of
developing the management
team because it will assist in
how to handle customers, how
to prepare all products, and
how to take inventory in the
most efficient way possible.
Leadership seminars will be
beneficial for them because it
will provide them with the
skills needed to lead a team.
At these seminars, Sealy and
Muller will learn and improve
their conflict and resolution
skills, bonding exercises for
the entire staff, and the best
ways to properly lead a group
of people seamlessly.
13
C. DESCRIBE YOUR MANAGEMENT SUCCESSION PLAN
Instead of looking at the management succession plan as an event, we will be viewing it as a process. By
doing so, the successors will be ready to step forward and continue to run the Ellianos Coffee location.
1
INITIATION
2
SELECTION
3
EDUCATION
4
TRANSITION
Future successors
will learn about the
business. The
managers will
speak about
Ellianos Coffee in
a positive, realistic
manner.
Selection involves
designating a
successor for the
job who best meets
the qualifications
and skills needed
to be successful.
Once a successor is
chosen, they will
enter the training
phase. The owner
may take absences
so the successor can
run the business for
a limited period.
Stage four occurs
when the successor
transitions to their
new role and the
former employee
eliminates their
involvement in
Ellianos Coffee.
D. DESCRIBE THE NEED FOR, AND HOW YOU WILL OBTAIN,
ADDITIONAL MANAGEMENT PERSONNEL BASED ON
PRESENT AND PROJECTED SALES
The average Ellianos Coffee location generates an average annual sales of around $694,982. The specialty
coffee industry is growing exponentially, and our sales should increase at approximately the same rate. To
stay on top of the growing interest in the industry, the Orlando Ellianos Coffee location will add additional
management to the team as sales increase to ensure we continue to exceed expectations. These employees will
not be apart of the initial organizational chart because they will not be hired until year 2.
Other Ellianos Coffee Locations
Additional Management
All Ellianos Coffee locations are currently
a franchise with one manager per location.
Our Ellianos Coffee location will be a
franchise with two owners, a partnership,
for the location.
All Ellianos Coffee locations share a social
media account, not having one marketing
expert running the social media at each
location.
Our Ellianos Coffee location will add a
position in our structure in charge of our
social media platforms, so we can have
accounts for our specific location and
connect with our customers.
None of the Ellianos Coffee locations have
an employee who monitors and controls the
customer's satisfaction with the hospitality
nor product quality; If a customer has a
question, comment, or concern, there is no
one person to handle the inquiry.
Our Ellianos Coffee location will have a
Humans Resource position to answer all
emails, phone calls, and messages dealing
with the service and product quality of
Ellianos Coffee.
IX. BUSINESS RESOURCES
A. LIST THE MAJOR OPERATING EQUIPMENT
THAT YOU WILL PURCHASE OR LEASE
Ellianos Coffee provides franchisees an informative operations manual
explaining the equipment necessary to run a successful franchise. The
equipment includes refrigeration, food ovens, espresso and coffee
brewing machines, and even grinding and roasting machines. Ellianos
Coffee requires every franchisee to purchase a point-of-sell computer
system from a third-party company to keep track of all expenses.
Additionally, to take strides to promote safety for its employees and
customers, Ellianos Coffee purchases major operating equipment such
as security cameras and fire preventive technology.
Espresso maker at Ellianos Coffee
14
B. LIST MAJOR SUPPLIERS, LOCATION AND PAYMENT TERMS
Ellianos Coffee does not sell any supplies to its franchises, however, it is
recommended that franchisees purchase all of its inventory from a list of
approved vendors. Ellianos Coffee Orlando will purchase ingredients from
Sysco, a multinational corporation, located in Houston Texas, involved in
distributing food products because they are reliable and the best prices
while retaining great quality food. Payments are due as arranged with the
vendor, which for our franchise will be bi-monthly.
Sysco is our biggest supplier
C. IDENTIFY OTHER OUTSIDE RESOURCES USED OR
NEEDED TO FULFILL CUSTOMER REQUIREMENTS
Ellianos Coffee has policies and approved suppliers for most products and
supplies needed for each location. The only outside resources necessary are
bathroom and cleaning supplies. Because our Ellianos Coffee location does
not have a dining area for customers, we will not need to purchase any
decoration pieces, tables, or chairs. Cleaning and bathroom supplies, such
as toilet cleaners and toilet paper, will be purchased from a Wholesale
Store like a Costco, BJ's, or Sam's Club. These would be the only outside
resources we need to fulfill customer requirements.
Outside resources create success
D. DESCRIBE QUALITY CONTROL PROCEDURES
Ellianos Coffee has strict guidelines to ensure customers receive the best quality products and services. In the
opening days of the location, Ellianos Coffee will send a representative to ensure the franchise meets the
brand's standards. The representative will also make sure all the required licensing, permits, and vendors are
approved. We will have weekly staff meetings to ensure employees understand the proper cleaning
techniques, food and ingredient storing, and hygiene methods to ensure our location complies with all CDC
and ServSafe guidelines. There will be a checklist the staff must follow to explain the correct way to clean the
area at the time of closing.
Our Ellianos Coffee location will utilize the acronym "COFFEE" to build a successful team and facilitate
efficient service to the customers. The acronym reflects Ellianos Coffee's values by ensuring that the success
and brand reputation of the franchise remains a high priority.
C
O
F
F
E
E
Our Ellianos Coffee location will be committed to serving specialty Italian style coffee in hopes of
giving customers a delightful, quick, and efficient experience. Ellianos Coffee's hard work and
dedication to the brand will help them stand out amongst the competitors.
The double-lane drive through experience is one-of-a-kind and unlike any other specialty coffee
franchise in the United States, offering a service to those who live a more fast-paced lifestyle.
Each Ellianos Coffee order is prepared and served in under two minutes and thirty seconds. This is
fast for the baristas, so it is crucial for all the staff members to have the recipes memorized.
Our staff will be friendly and respectful to each customer, and will greet every person with a smile.
This will, in turn, create an outstanding experience at Ellianos Coffee.
Ensuring each customer has an enjoyable experience at Ellianos Coffee is the brand's top goal. An
enjoyable experience leads to customers returning and spending more money at the franchise.
Customers come to Ellianos Coffee not only for delicious beverages, but for the quick, efficient
service provided by the baristas and staff. To make a complicated beverage in minutes, the staff
must be prepared and organized at all times.
15
E. DESCRIBE THE AVAILABILITY OF SKILLED
LABOR TO MEET YOUR COMPANY NEEDS
Our baristas and cashiers do not require skilled labor because the franchisees will be teaching the skills in the
training process. Baristas and cashiers will be paid minimum wage but will increase as they become more
experienced. As a conscientious business, we offer staff bonuses throughout the year to boost employee
satisfaction. Wages also have a direct correlation to increasing employee productivity. The location will look
to hire young adults, as they fit our target market. There is a large availability of potential employees as our
Ellianos Coffee location is near the University of Central Florida. The franchisees need a set of specialized
skills because they will be handling all finances and paperwork. The Ellianos Coffee brand has representatives
to help manage the location along the way.
F. DESCRIBE THE TYPE AND EXTENT OF NECESSARY TRAINING THAT
WILL BE REQUIRED TO UPGRADE THE SKILLS OF LABOR AND
ADMINISTRATIVE EMPLOYEES AND ESTIMATED COSTS
Ellianos Coffee Training Timeline
The employee
gets
acquainted
with the
workplace.
The employee
learns safety
and health
guidelines.
The employee
learns to make
all drinks with
supervision.
The employee
makes all
food with
supervision.
Our staff will go through an extensive training program that
will teach them how to prepare the different drinks on the
menu and how to work the cash register. Estimated costs
are minimal because the Ellianos Coffee brand covers a
majority of the training cost. Our Ellianos Coffee location
will output certain expenses to ensure employees have the
proper skill sets to be successful. When determining our
annual operating cash flow, training costs will fall under the
"Labor Expenses" category, which calculates 31.2% of our
operation's expenses. The capital we raise before we start
the franchise will help cover the costs of training.
The employee
makes all food
& drinks on
their own.
The employee is
knowledgeable
enough to train
others.
Price
Description
Employee's
entry-level
hourly pay
The food &
beverage
recipe cost
We will pay the
employee during
training hours.
We will pay for the cost
of ingredients to teach
the employee how to
make the different food
and beverages.
G. PROJECTED NUMBER OF FULL-TIME AND PART-TIME EMPLOYEES
The Orlando Ellianos Coffee franchise will be the most efficient when we have the two franchisees and three
part-time employees present at each shift. One franchisee will oversee the expenses while the other will
oversee the daily functions. We will hire eight part-time employees that will be cross-trained and will work
as a barista to prepare drinks and food or serve the window to take orders and deal with payment. We will
additionally rotate our part-time employees to ensure our employees are getting proper rest and renewal. As
our franchise grows, we will reevaluate our staff numbers and make appropriate changes, if necessary.
H. ORGANIZATIONAL CHART
Alexis Sealy
Franchisee and Manager
Part-time
Barista/Cashier
Part-time
Barista/Cashier
Part-time
Barista/Cashier
Mackenzie Muller
Franchisee and Manager
Part-time
Barista/Cashier
Part-time
Barista/Cashier
Part-time
Barista/Cashier
Part-time
Barista/Cashier
Part-time
Barista/Cashier
16
X. FINANCIAL PLAN AND DATA
A. DESCRIBE THE COMPANY'S SALES AND PROFIT TRENDS
Average Sales of the Ellianos
Coffee Brand Per Store
Ellianos Coffee reports increasing annual profits
since its opening in 2003. Profits have increased by
an average of 8% every year through 2016, when
profits grew to 16%.
The sudden increase in profits is a result of a
rebranding scheme. In 2016, Ellianos Coffee added
more food and beverage options, expanded its
marketing team, and emphasized the use of social
media.
There has also been an increase in daily coffee
consumers, which will help maintain positive sales
trends. An estimated 70% of Americans will drink
specialty coffee in the coming years. Specialty coffee
sales are increasing by 20-25% per year and account
for nearly 8% of the $18 billion U.S. coffee market.
$1,000,000
$750,000
al
Actu
$500,000
d
te
c
oje
r
P
$250,000
$0
2000 2005 2010 2015 2020 2025
B. OUTLINE YOUR STRATEGY AND TIMING FOR OBTAINING CAPITAL
Enter Values
Values
Loan Summary
Values
Loan Amount
Annual Interest Rate
Loan Period in Years
Number of Payments Per Year
Start Date of Loan
$300,000
6.7%
7
12
1/1/2022
Scheduled Payment
Scheduled Number of Payments
Actual Number of Payments
Total Early Payments
Total Interest
$4,483.94
84
84
$0
$76,650.57
To obtain capital to start up the Ellianos Coffee Orlando location, the franchisees will invest $10,000 each to
help pay for the $20,000 franchise fee requirement. We additionally require a loan of $300,000, making the
total initial investment $320,000. We will be paying back the $300,000 loan over seven years with an interest
rate of 6.7%. We will begin to make our payments in January of 2022, allowing time to establish our franchise
before we make scheduled payments of $4,483.94.
Loan Amortization Schedule for Year 1
17
C. TWO-YEAR PROJECTED OPERATING STATEMENT
Expenses Break Down For Year 1
Other Operating Costs
4.5%
Marketing
9.1%
Two-Year Projected Operating Statement
Royalties
4.5%
Food and Paper
34.4%
Rent
18.2%
Labor Costs
28.4%
The projected income statement shows profits and losses
for a specific future period for the first two years of our
Orlando Ellianos Coffee location's opening. We predict our
sales in year one will be $554,000, which is slightly below
the average sales of an Ellianos Coffee location. We know
it will take time in the first months to build brand loyalty
with potential consumers in the area. By year two, we will meet the sales of other Ellianos Coffee locations.
We can make accurate predictions because the Ellianos Coffee brand provides suggested allocation
percentages for costs that will arise. We also conducted secondary research to analyze how similar franchises
allocate their finances.
D. ONE-YEAR PROJECTED CASH FLOW STATEMENT
18
XI. CONCLUSION
Ellianos Coffee is a franchise that is dominate in the Southeast United States, and
we are confident that a location in Orlando, Florida will be successful as well.
The brand already has a positive reputation, and from the research shown
through our PESTEL analysis, the fast-paced environment and the young
population of Orlando will make Ellianos Coffee popular amongst the
demographic and psychographics of the area. The specialty coffee industry is
growing every single year, as more and more people drink a cup of coffee every
single day. Due to this, we are sure our franchise will not only be successful now
but as the market continues to grow.
We plan to promote our franchise location through local integrated marketing
plans, curbside appeal, and signage, and loyalty programs search optimization,
social media marketing, competition-pricing strategy, and cause marketing
strategies. Franchisees Alexis Sealy and Mackenzie Muller, along with eight
part-time employees, will go above and beyond to ensure our Orlando Ellianos
Coffee location maintains the high quality, efficient service the Ellianos Coffee
brand already upholds. The start-up costs of the Orlando Ellianos Coffee
location will be $320,000, which $300,000 where is a loan and $20,000 is an
equity investment. The Orlando Ellianos Coffee location projects to earn
approximately $500,000 in revenue during the first year. We are confident our
franchise will be a success and appreciate your consideration and support of our
business. Our request is for a $300,000 loan, which will be paid back from our
successful business venture within seven years.
Today, the average American's lifestyle is extremely fast-paced and busy. Most
people do not have the time to stand around in a coffee shop to get their favorite
food and beverage. Our Orlando Ellianos Coffee shop will ensure that everyone,
no matter the type of lifestyle they live, has the opportunity to enjoy:
"Italian quality at America's pace®."
XII. BIBLIOGRAPHY
“Coffee Statistics 2020.” Coffee Statistics, www.e-importz.com/coffee-statistics.php.
“Ellianos Coffee Company - Lake City, FL.” Yelp, 14 Mar. 2014, www.yelp.com/biz/ellianos-coffeecompany-lake-city.
“Ellianos Coffee Company Company Profile: Albany, GA: Competitors, Financials & Contacts - Dun &
Bradstreet.” Company Profile | Albany, GA | Competitors, Financials & Contacts - Dun & Bradstreet,
www.dnb.com/business-directory/companyprofiles.ellianos_coffee_company.99ac7af334c3186ab2342359e545369e.html.
“Espresso, Smoothies, Tea.” Ellianos Coffee Company, ellianos.com/.
Ingram, David. “Coffee Shop Marketing Strategies.” Small Business - Chron.com, Chron.com, 5 Feb. 2019,
smallbusiness.chron.com/coffee-shop-marketing-strategies-10413.html.
“MANAGEMENT SUCCESSION PLANNING.” Reference for Business,
www.referenceforbusiness.com/encyclopedia/Man-Mix/Management-Succession-Planning.html.
Milanez, Isadora, and Meg Hefferon. “When It Comes to Food Ingredients, Health-Oriented Eaters Have a List
They Avoid.” Pew Research Center, Pew Research Center, 11 Aug. 2020, www.pewresearch.org/facttank/2018/11/21/when-it-comes-to-food-ingredients-health-oriented-eaters-have-a-list-they-avoid/.
19
“NCDT 2020: The Atlas of American Coffee.” NCA, National Coffee Association, www.ncausa.org/IndustryResources/Market-Research/NCDT
One-Price Policy.” Common Language Marketing Dictionary, marketing-dictionary.org/o/one-price-policy/.
“Orlando's Hometown University.” University of Central Florida, www.ucf.edu/.
Perzyńska, Kasia. “Seasonal Marketing: How to Apply It to Your Business, Unamo Blog.” Unamo Blog, 3
Nov. 2016, unamo.com/blog/inbound-marketing/seasonal-marketing.
Rowe, Dan | 4 min, et al. “Ellianos Coffee Company Franchise Information.” Entrepreneur,
www.entrepreneur.com/franchises/ellianoscoffeecompany/326567.
Schiavo, Amanda, and Alyssa Place. “When Productivity Increases, So Do Wages.” Employee Benefit
Adviser, Employee Benefit Adviser, 3 Jan. 2020, www.employeebenefitadviser.com/articles/whenproductivity-increases-so-do-wages.
“U.S. Census Bureau QuickFacts: Orlando City, Florida.” Census Bureau QuickFacts, The United States
Census Bureau, Apr. 2019, www.census.gov/quickfacts/fact/table/orlandocityflorida/PST040219.
XIII. APPENDIX
Our Ellianos Coffee location will be located right outside the University of Florida (UCF) campus, the second
largest university in the United States. We choose to locate outside of the campus, and not in the campus itself
because to make sure people who live on the outskirts of campus have the opportunity to enjoy the products
and services of Ellianos Coffee as well.
Ellianos Coffee Location on a Map
ELLIANOS
COFFEE
ORLANDO
University of Central Florida Campus
20