GAC012 AE#2
.GAC012 Assessment Event 2: Project-Written Report
Business Plan:
Student’s Name:
Kim Byungwoo
Student ID #:
Teacher:
Due Date:
Word Count:
Mr. Choi
GAC012 AE#2
Table of Contents
Executive Summary ...................................................................................................................................... 2
1.0
Introduction ....................................................................................................................................... 2
1.1
The objectives of the research ....................................................................................................... 2
1.2
The context.................................................................................................................................... 2
1.2.1
Prime function ....................................................................................................................... 2
1.2.2
Key competitors .................................................................................................................... 2
1.2.3
Legal structure...................................................................................................................... 3
1.2.4
Choice of Business ................................................................................................................ 3
1.3
Background knowledge................................................................................................................. 3
1.4
Thesis Statement ........................................................................................................................... 3
2.0
Method .............................................................................................................................................. 4
2.1
Data collection .............................................................................................................................. 4
2.2
Research objectives from data collection ...................................................................................... 4
3.0
Findings............................................................................................................................................. 5
3.1
Key success factors ....................................................................................................................... 5
3.2
SWOT analysis of the business and an alternative ....................................................................... 5
3.3
Summarization .............................................................................................................................. 6
4.0
Discussion ....................................................................................... Error! Bookmark not defined.
4.1
Interpretation ................................................................................................................................. 6
4.2
Assess the effectiveness of the research........................................................................................ 7
5.0
Conclusion and recommendation ...................................................................................................... 7
5.1
Identification and Justification ...................................................................................................... 7
5.2
Competitive edge .......................................................................................................................... 7
Reference List ............................................................................................................................................... 7
Appendices.................................................................................................................................................... 7
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GAC012 AE#2
Executive Summary
1. Purpose: My cafe will reduce customers' worries, and give little happiness.
2. Thesis:
Make fifty regular customers and selling until $ 3,000,000 annually.
3. Method: Sell coffee and other beverages
4. Findings: The most important factor is to consider the demand for forecasting
5. Key conclusion: VIP system
6. Recommendations: My café has VIP system and membership cards.
1.0
Introduction
1.1
The objectives of the research
Nowadays, people cannot take a break enough, because modern society is changing very
rapidly. As a result, my café will give short break time with coffee or some beverages to
customers, and reduce their worries. In short, my café gives little happiness to customers.
In addition, my café will increase selling until $3,000,000 annually. Also, my café will
have fifty regular customers, and give membership card.
1.2
The context
1.2.1
Prime function
My café makes coffee or other beverages, and it also makes waffles, cookies, cakes, and
others.
1.2.2
Key competitors
Starbucks - This cafe is the biggest franchise coffee shop in the world. It is located any
place in Seoul.
Hollys Coffee - This cafe also one of the biggest franchise coffee shops in the world. This
cafe located anywhere which can be nearby my café.
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GAC012 AE#2
Angel-in-us – This café is one of the best Korean coffee shops in Korea. This café is also
franchise which located anywhere.
1.2.3
Legal structure
I will run my café with one expert who knows coffee recipe and other beverages.
However, the expert is not CEO but just a partner.
1.2.4
Choice of Business
Nowadays, people cannot break well. The reason for this, modern society is changing
very rapidly. As a result, I chose this business, giving little happiness to customers and
reducing customers' worries.
1.3
Background knowledge
1.3.1 Importance of SWOT analysis and how it will affect your business.
After adjusting SWOT, my cafe have earned more easily than before. I keep the strength of my cafe,
and try to reduce my cafe's weaknesses. As a result, customer increased immediately. In summary,
SWOT is helpful when starting cafe.
1.3.2 Importance of the business plan model and why it is necessary for the
success of your business.
1.4
Thesis Statement
Although my cafe is small, there are several strategies on how to succeed the cafe. First,
my café makes a membership cards. My cafe will make membership cards, so customers
can enjoy free coffee per 10 coffees. Second, my café makes VIP customers who buy our
coffees or other beverages more than twenty times per month. The VIP's benefit is that
they can purchase coffee lower cost than other customers. Last, we offer better service
than other café. We will refill any beverages for free, and we will give lots of quantity
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GAC012 AE#2
which required by customers when people ordered some cookies or waffles. Eventually,
my café will be famous and earn about $3,000,000 per year.
2.0
Method
2.1
Data collection
1. Internet
Starbucks - http://www.starbucks.com
Hollys Coffee - http://www.hollys.com
2. Interview
a) Kim Sunyoung, Barista
Mango Six
17 Handang dong, Sungdong gu, Seoul
02-2299-2262
b) Owner
Baskin Robbins
Hangdang dong, Sungdong gu, Seoul
2.2
Research objectives from data collection
1. Internet
I searched Starbucks’ mission statements because Starbucks is the biggest competitor, so I prepare how to
cope its policy. In addition, I searched Hollys Coffee location because the location is good for the success
of the cafe,
2. Interview.
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GAC012 AE#2
Before I run café, I should know about why café fails easily. As a result I want to know the
worst factors which make café bankrupt. Finally, I find why café usually fails. The reasons
are first, most people who want to build their own café do not consider the demand of
forecasting. They do not know it is the most important factor. Second, basically, it needs lots
of money to build a café because if I do not have lots of money, it is difficult to run cafe at
the beginning.
3.0
Findings
3.1
Key success factors
My café’s key success is the lowest cost. Although, my café will be smaller than other
franchises, it will provide coffee or other beverages with lower cost. In addition, the café gives
membership card to customers who want to make it. Another factors, we make VIP customers
who purchase our coffee twenty times per month. We provide Americano to VIP for free. Last,
my café provides better services than others.
3.2
SWOT analysis of the business and an alternative
Membership card
Strength Weakness



Keep the regular customers
For free coffee per 10 cups



Visit café only regular customers
If there are few regular customers,
it is difficult to keep the café.
Opportunities Threats


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GAC012 AE#2
Plan B
Strength Weakness


.
Opportunities Threats


\
3.3
Summarization
Question
What is the weak point when
the café build
The goal of café
Advices for people who want
to establish cafés.
4.1
Interview1
(Mango Six)
The initial establishment costs
Interview2
(Baskin Robbins)
Do not have customers.
Increase café awareness
Increase revenue
Consider accurate demand for
forecasting
Make regular customers about
100 people.
Consider accurate demand for
forecasting.
Interpretation
I will run my own cafe in Wangsimni because modern people cannot take a break enough,
so I want to give some break time with coffee of other beverages. There are several
information to explain my cafe. First, I will make money about $50,000 so I will reduce
risk. It means most people who want to get their own cafe do not consider the risk. As a
result, the cafe bankrupt easily. Second, I will consider about the demand of forecasting
which can be location of cafe, service, or benefits because it also one of the most
important factors. In summary, I will run my cafe carefully and also consider this
information.
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GAC012 AE#2
4.2
Assess the effectiveness of the research
SWOT 외부장단점 자세하게
5.0 Conclusion and recommendation
5.1 Identification and Justification
I think Plan B is better than Plan A. The reason for this, most café usually uses membership card
or coupon. Plan A has the same method like other cafes. However, there are few cafes which
are adapted by VIP system. The VIP system is difficult to find in other cafés. Plan B is one of VIP
systems. As a result, Plan B is very unique plan in my café.
5.2
Competitive edge
It is the most important factor to keep regular customers when they run cafe. The best advantage
is that we have more regular customers than other cafes. Also, my café does not lose regular
customers. The reason for this, we have after care service than others. For example, cleaning the
shop, refill for free.
Reference List
Appendices
Q: 창업 당시 힘든 점은 없었나?
A: 솔직히 지금도 창업 후 초기라서 힘들다. 제일 힘든 점은 아무래도 프랜차이즈이기 때문에
상표등록이나 로열티가 다른 일반 카페보다 비용이 더 들어갔다. 또한 본사에서 지시하는 제품을
판매해야 하기 때문에 모든 메뉴를 매장 내에 배치를 해야 한다. 그 외에 커피기계나 인테리어 등
비용이 들어가는 것이 힘들었다.
Q: 이 카페에 목표는?
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GAC012 AE#2
A: 간단하게 말해서 많이 파는 것이다. 한양대에 대형브랜드가 들어 온 것은 여기가 처음이기
때문에 학생들이 자주 사먹지를 않는다. 그래서 우리의 목표는 학생들에게 좋은 재료로 만든
음료를 낮은 가격으로 많이 팔아서 사람들에게 인지도를 높이는 것이다.
Q: 창업 준비생들에게 해 줄 수 있는 조언은?
A: 수요예측이 제일 중요하다. 장사라는 것은 변수가 많기 때문에 수요 예측을 대충 해서는
성공하기 어렵다. 항상 최악의 경우를 예측을 하고 입점위치, 서비스, 학생과의 교류 등을 하며
수요 예측을 하는 것이 창업 한 후 성공을 하는 길이다.
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