ONLY US BOOKSTORE CAFE By Kaiyue Kang (Gabriella) Mission • To become a place and a new trend of hanging out places, and the first and most popular choice for young people where they can enjoy their coffee time while reading, chatting or playing games with friends. Products • Different coffee products, tea, pastries • Books and magazines • Experiences Industry Analysis • According to the Coffee Statistics Report (2012): there are about 83% adults drink coffees in the U.S., and the coffee consumption represents 75% of all caffeine absorbed in this country. There is an annual growth rate of 7% of coffee shops and this represents the fastest growing segment in the food service industry. Competitive Analysis • Famous brands coffee shops like Starbucks • S: new experiences of coffee shops • W: smaller market share • O: bring something different into the market • T: build trust between customers and my business Market Analysis • Target Market: 18 to 29 • Mainly local customer • Population of my target market will be approximately 52,065 in 2015 Marketing Plan • Price: Our price will be 20% higher than the prices in Starbucks All the books, magazines and games are free for customers who purchase our coffee products. • Promotion: Website, SNS, etc. Business opening, table games and video games competitions, and special events during festivals Growth Strategy • Open the second shop in five years. • Have a stable growth of $20,000 in sales in the first three years. • Have a growth of $25,000 and $30,000 in the forth and fifth year by opening the second shop and planning more special events and promotion activities. Management Plan • General Manager (Owner) • Assistant Manager • Marketing and Accounting Coordinator • Full time and Part time Staff (3-5) • 3% Annual Increase of wages. • Extra bonus for good ideas of promotion activities. Financial Plan • Set-up Cost: $300,000 Net Operating Income $100,000.00 $90,000.00 $80,000.00 $70,000.00 $60,000.00 $50,000.00 $40,000.00 Net Operating Income $30,000.00 $20,000.00 $10,000.00 $0.00 1 2 3 4 5 6 Risk Management • Human Risks • Equipment and Information Technology Risks • Food Safety Risks All the employees are required to have a food handler certificate to prevent food safety issues. All the foods and drinks making processes should follow strict procedures to make sure all the foods and drinks we provide to customers are safe. Questions?