2. Executive Summary
The cafe will base on high quality coffee
Our main product is limited imported coffee bean
from Sumatra, Indonesia .
Offering variety of pastry
Provide special menu for lunch
Location near train station, office environment, and
shopping centre
Target market. Low to middle income
Comfortable and cosy place
3. For ordering and reposting, electronic point of
sales is using smart tablet.
Provide training program in house
Our regular advertising will consist of shop
front A-frame advertising boards
Annual sales $1,210,871 for the first year
4. Company Background
Business name : Noes coffee house
Nature : cafe/coffee shop , food and pastry
Size: 82m2 approximate 30 seats
5. market level : Low to middle market
Location : TNT Building, 197-201 Coward St, Mascot
NSW 2020
Noes coffee house is located in the heart of Mascot,
occupying the ground floor space of the Metrolink
Building which houses both TNT and Qantas. It is
located on the corner of Bourke and Coward Street.
6. Vision and Mission
Vision
Our vision is to be the best coffee house in the south-
eastern Sydney by offering world class of coffee
experience at affordable price.
Mission
The mission of the business is to satisfy customers,
needs and wants for high quality coffee beans,
delicious nutritious pastry and excellent service.
7. Business Analysis
Internal factors (strengths and weaknesses)
Strengths :
- Environmentally-friendly cups used
- Offering lunch with special price
- The varieties of coffees that we serve
- limited imported coffee beans from Sumatra, Indonesia
- There is a limited competitor in the area
- Located near the train station and Qantas office, a very
strategic location.
8. Weaknesses :
- We have small space that cause short of seats
- As a new business we are not well known yet
- The raw material imported from Indonesia
which takes sometimes to get here
9. Business Analysis
External factors (opportunities and threats)
Opportunities :
- Australian continuously love in coffee
- Developing new product and services (customers
engagement activity (provide a cup of coffee for a
customer who is birthday))
- The customers can pay by cash or card
Threats :
- Competitor from another cafe with similar product .
- The high cost of the coffee beans by the suppliers
- High price of rent
10. Marketing Plan
Target market
Demographic
This area always busy by office workers and
apartment residents
The customers targeted between 18-45 .
Low to middle income
11. Geographic
Noes coffee house is located in Mascot, which
takes about 4 minutes to train station, near
Qantas office, holiday inn ,Meriton apartment,
Adina apartment mascot.
12. Psychographic
The target market it’s absolutely design for
business worker in this location and people who
spend time at coffee house and cafes where
specialty drinks cups of coffee.
14. Marketing objectives
To achieve annual profit 20%
To achieve satisfactory of customers 75% for the next 12
months.
To achieve loyal of customers 40% for next 12 month.
15. Marketing mix strategies
Product
Fresh-brewed coffee
Available in three different sizes of cup
Good quality coffee beans from Sumatra, Indonesia
Price
Match-the- competition pricing. Offering Noes coffee
house menu and services for
an equivalent price to the competitor
Not only cash but card payment is available
The price of coffee also varies according to the
supplement added to coffee like extra chocolate, cream
etc.
16. Place
Close to train station and Qantas office
Opening hour till 7 pm on the weekend
Promotion
Our regular advertising will consist of shop front A-
frame advertising boards
Newspaper advertising on the first and second month
We will develop and offer a loyalty card scheme to
increase repeat business.
we will give 15% discount on special events like
valentine's day, father's day, Christmas and new year.
Giving 10% off for student, only need to show student
card for drink.
Special offer 15% for the first month
17. Service procedures and technology
Service procedures :
◦ The customers need to order at the counter and they will get the
number of the table.
◦ offer 2 products which is coffee beverages and pastries.
◦ Coffee beverages will be our main seller and sold by the cup in
three sizes
Opening hours : Monday to Friday 7.00am-6pm
Saturday to Sunday 9.00am-8pm
Technology :
Cash and card payment Eposs
Unlimited Wi-Fi Connection
New automatic coffee machine
18. Human Resources Plan
Staff planning and arrangement (with organisational chart)
Owner/manager
Barista/cashier Pastry chef
Waiter Kitchen hand
19. Staff member at Noes coffee house will be 1 barista, 1
pastry chef , 1 waiter and 1 kitchen hand, barista will be
responsible for coffee beverage and cashier , pastry chef
will be responsible for the pastry preparation and the
kitchen.
The maximum staff requirement (including the owners)
is estimated at 5 employees. Two of the employees will
be employed on a part-time basis.
24. Special menu
RUSH HOUR SPECIAL
Served from 7am - 10am Mon thru Fri only
Two Eggs, Two Pieces of Bacon or Sausage
Pancakes or 1 piece of French Toast
$ 8.95
WEEKEND SPECIAL
Eggs Benedict or Eggs Florentine
Served with Hash Browns
Available Sat/Sun Only from 7am to 4pm
$13.95
BAGEL W/SMOKED SALMON & CREAM CHEESE
Served w/Tomato, Red Onion, Capers and Lemon
$14.95
25. Key training programmes
Skill training
Communication skill, operation of the new coffee machine
, Customers handling complaint , training Eposs
Familiar with the product, coffee culture knowledge,
Cooperation and leadership.
26. Financial plan
Projected Profit and Loss Statement (12 months)
Profit and Loss Budget Oct to Dec 2017
Jan Feb March April May June July August Sept Oct Nov Dec Total
Total Food and Beverage Sales $59,396 $53,648 $57,564 $59,508 $62,656 $64,905 $68,377 $71,497 $74,277 $78,311 $81,500 $82,800 $814,438
$12,462 $11,256 $12,462 $12,060 $12,462 $12,060 $12,462 $12,462 $12,060 $12,462 $12,060 $10,050 $144,318
Total Food and Beverage Sales $89,218 $80,584 $86,647 $89,186 $93,793 $96,761 $101,822 $106,202 $109,914 $115,765 $120,051 $120,930 $1,210,871
Gross Profit $62,453 $56,409 $60,653 $62,430 $65,655 $67,732 $71,276 $74,341 $76,940
Profit before Tax $2,685 $5,632 $9,306 $12,371 $15,840 $19,065 $22,096 $22,681 $87,220
Profit after Tax $1,879 $3,943 $6,514 $8,660 $11,088
Food Sales (Breakfast) $16,368 $14,784 $16,368 $15,840 $16,368 $15,840 $16,368 $16,368 $15,840 $16,368 $15,840 $13,200 $189,552
Food Sales (Lunch) $43,028 $38,864 $41,196 $43,668 $46,288 $49,065 $52,009 $55,129 $58,437 $61,943 $65,660 $69,600 $624,886
Beverage Sales (Breakfast)
Beverage Sales (Lunch) $17,360 $15,680 $16,621 $17,618 $18,675 $19,796 $20,983 $22,242 $23,577 $24,992 $26,491 $28,080 $252,115
Cost of Food and Beverage $26,765 $24,175 $25,994 $26,756 $28,138 $29,028 $30,547 $31,861 $32,974 $34,729 $36,015 $36,279 $363,261
$81,035 $84,036 $84,651 $847,610
Salary and Wages $26,970 $24,360 $26,970 $26,100 $26,970 $26,100 $26,970 $26,970 $26,100 $26,970 $26,940 $26,970 $318,390
Rent $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $180,000
Insurance and repair $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $36,000
marketing and promotion $10,000 $8,000 $6,000 $6,000 $6,000 $6,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $72,000
utilities $11,000 $9,000 $9,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $92,000
office administration $2,000 $1,500 $1,500 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $14,000
Telephone & internet $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000
Other expenses $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000
total expense $71,970 $64,860 $65,470 $62,100 $62,970 $62,100 $61,970 $61,970 $61,100 $61,970 $61,940 $61,970 $760,390
Less Tax @ 30% $805 $1,690 $2,792 $3,711 $4,752 $5,720 $6,629 $6,804 $26,166
$13,346 $15,467 $15,877 $61,054
Less
Less
-$9,517 -$8,451 -$4,817
-$6,662 -$5,916 -$3,372
$330
$231
-$2,855 -$2,535 -$1,445 $99
27. Estimate sales for 1st month
Jan
No. of customers (Breakfast Dine-in) 930
No. of customers (Breakfast Take-away) 1488
No. of customers (Lunch Dine-in) 1550
No. of customers (Lunch Take-away) 1302
Average spending for food (Dine-in) $7,440
Average spending for food (Take-away) $8,928
Average spending for food (Dine-in) $24,800
Average spending for food (Take-away) $18,228
Average spending for beverage (Dine-in) $6,510
Average spending for beverage (Take-away) $5,952
Average spending for Beverage (Dine-in) $10,850
Average spending for Beverage (Take-away) $6,510
Total no. of customers (Breakfast) 2418
Total no. of customers (Lunch) 2852
Food Sales (Breakfast) $16,368
Food Sales (Lunch) $43,028
Beverage Sales (Breakfast) $12,462
Beverage Sales (Lunch) $17,360
Jan
Total Food and Beverage Sales $59,396
$12,462
Total Food and Beverage Sales $89,218
Gross Profit $62,453
Profit before Tax
Profit after Tax
Food Sales (Breakfast) $16,368
Food Sales (Lunch) $43,028
Beverage Sales (Breakfast)
Beverage Sales (Lunch) $17,360
Cost of Food and Beverage $26,765
Salary and Wages $26,970
Rent $15,000
Insurance and repair $3,000
marketing and promotion $10,000
utilities $11,000
office administration $2,000
Telephone & internet $2,000
Other expenses $2,000
total expense $71,970
Less Tax @ 30%
Less
Less
-$9,517
-$6,662
-$2,855
28. Business Compliance
Food standard Code. Standards for Food and
Beverage Products to be Consumed in Australia or
New Zealand.
Background Music Licence. Play or Broadcast Music
in your Business.
Licence to produce Eggs or Eggs Products. Farm,
Sell or Manufacture Eggs or Egg Products.
Import Permit – Australian Government. Coffee
from Indonesia
Approval to Dispose of Trade waste into a public
sewer
Superannuation Legislation. Superannuation
Industry (Supervision) Act 1993
Worker Compensation Act 1987. Liability for
compensation of employer
29. Methods of Evaluating Business Performance (KPIs)
What KPIs
To achieve satisfactory of customer 65%
To achieve loyal of customers 40% for next 12 month
To achieve annual profit 20%
How to reach
Giving 10% off for student, only need to show student card for drink on
weekdays
a stamp card, every order 1 time, get 1 sticker if get 10 stamp they will get 1
coffee or cake free.
Giving sample front of café every first and second day a month
Through the profit and Profit calculation every months and total in the
end of the year
How to measure
Uses Survey Monkey CX to track their NPS® (Net Promoter Score®) and
optimize their experience
Check point of sales .To know total of sales that we achieve.
Through the profit and Loss Budget Plan
