1. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
1
Preston Hall
Business Plan
“Better Brew, Better Taste”
The Sleepy Armadillo Coffee House strives to create a welcoming
environment to both customer and employee. Our goal is to provide quality
products and services to our local coffee drinking community while doing it
in a genuine friendly manor.

2. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
2
BUSINESS PLAN OUTLINE
COVER PAGE......................................................................................................................1
TABLE OF CONTENTS........................................................................................................2
INTRODUCTION.................................................................................................................3
EXECUTIVE SUMMARY .....................................................................................................4
History..................................................................................................................4
Location ...............................................................................................................4
Objective Preview.............................................................................................4
GENERAL COMPANY DESCRIPTION.................................................................................5
Mission Statement............................................................................................5
Company Goals and Objectives....................................................................5
Business Philosophy........................................................................................5
Marketing Preview ..........................................................................................5
Industry Analysis..............................................................................................6
Legal Form of Ownership..............................................................................6
PRODUCTS AND SERVICES................................................................................................7
Products and Services Intro..........................................................................7
Competitive Edge .............................................................................................7
Pricing..................................................................................................................7
MARKETING PLAN............................................................................................................8
Target Market....................................................................................................8
Marketing Objectives ......................................................................................8
Competition........................................................................................................9
Distribution........................................................................................................9
MANAGEMENT PLAN.....................................................................................................10
Labor Force......................................................................................................10
Management Philosophy............................................................................10
BUILDING SPECIFICATIONS...........................................................................................11
Licensing and Permits..................................................................................11
Store Layout....................................................................................................11
Equipment........................................................................................................11
APPENDICES ...................................................................................................................12

3. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
3
INTRODUCTION TO THE BUSINESS
Drinking Coffee on a daily basis is a way of life here in Ashland Oregon. This is
precisely why I plan on opening a coffee shop in this small and quaint town where
the people love each other as much as they love their coffee. I intend to sell freshly
brewed coffee using these techniques; cold drip, French press, pour-over, and
syphon. The products I will be offering include coffee, coffee beans, coffee cups, gift
cards, baked goods, and coffee making equipment such as filters and French presses,
etc. The Sleepy Armadillo Coffee House will provide coffee, food, entertainment, and
a welcoming environment for the local community.

4. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
4
EXECUTIVE SUMMARY
Coffee isnt just a drink, it's a way of life!
History
Whether you drink coffee for the taste, the caffeine content, or just as a social
activity, coffee brings people together. Coffee has been around fora while; its
cultivation first took place in Abyssinia the earliest credible evidence of coffee
drinking appears in the middle of the 15th century. Coffee is a major export
commodity: it was the top agricultural export for twelve countries in 2004, the
world's seventh-largest legal agricultural export by value in 2005, and the second
most valuable commodity exported by developing countries. A coffeehouse or café is
where I will be focusing in on. Coffee shop establishments serving prepared coffee
or other hot beverages have existed for over five hundred years. This is a thriving
market that continues to show growth and establishment thought the world.
Location
The Sleepy Armadillo Coffee House will be located on Main Street in Ashland,
Oregon. The storefront is appealing and inviting, and the street is full of bustling
businesses.
There are ten coffee shops in a mile radius, all of which are doing well. My business
would draw coffee drinkers and also people whom like a lounge like atmosphere.
We will hire musicians to come and play acoustic sets during Wednesday and Friday
nights to draw crowds. I am planning on opening the shop on June 3, 2017. I will
start advertising in the area a few months before the shop opens. I plan of having
fliers for the acoustic set nights that will draw in most of my customers. I will also
set up an instagram page to post pictures and to gain followers interesting them in
checking out my business.
Company Objectives
1. Make distinctly great tasting coffee, at a reasonable price
2. Build up the community by giving back by hosting free social events
3. Create a welcoming environment where people can talk and mingle
4. Treat my employees and customers with the upmost respect
5. Turn a profit from the business but not at the expense of quality or moral.
The coffee industry is flourishing globally and internationally. There is a large target
market and variety of customers that enjoy coffee in the Ashland Oregon area.

5. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
5
GENERAL COMPANY DESCRIPTION
My business will be in the restaurant industry, specifically a coffee shop. The Sleepy
Armadillo will offer coffee and other premade baked goods customers.
Mission Statement:
The Sleepy Armadillo Coffee House strives to create a welcoming environment to
both customer and employee. Our goal is to provide quality products and services to
our local coffee drinking community while doing it in a genuine friendly manor.
Company Goals and Objectives:
My goal is for my business to located on 370 East Main St, Ashland, OR. This is a
prime location for a coffee shop, because there are many businesses around that
would enjoy a near by coffee shop, there is also a demand for unique coffee in the
area which I would offer, and it is on main street meaning it would attract lots of
business. Our goal is too be ahead of other competing coffee shops in the area of
customer service and quality of product.
My company objectives are to:
1. Make distinctly great tasting coffee, at a reasonable price
2. Build up the community by giving back by hosting free social events
3. Create a welcoming environment where people can talk and mingle
4. Treat my employees and customers with the upmost respect
5. Turn a profit from the business but not at the expense of quality or moral.
Business Philosophy:
The philosophy of The Sleepy Armadillo can be summed up in three words: Product,
Service and Atmosphere.
At The Sleepy Armadillo we aim to give our customers a unique experience with
every sip of our coffee. Surrounded by a cozy relaxed hip atmosphere and served by
our friendly staff, customers are made to feel at ease as if they were sitting at home
in their living room.
Marketing Preview:

6. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
6
We will mainly be marketing to coffee entrepreneurs, business people, and high
school/college students. This will be our niche market where we focus most of our
advertising. We will advertise on social media and via fliers and newspaper articles.
Industry:
This industry is a growing industry and we see changes in the industry’s future as
far as its’ supply and demand. Potential issues or changes would be mostly long-
term changes over the global scale, such as prices rising and falling due to natural
disaster and or lack of supplies. My company will take advantage of these
occurrences by being aware of when they will be taking place. It is important to
know when the market is going to fluctuate or change so that you can be ahead of
the game.
Legal Form of Ownership:
The legal form of ownership is going to be a partnership so that we will have the
combined capital to start up a business.

7. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
7
PRODUCTS AND SERVICES
Products and Services
As a coffee shop the Sleepy Armadillo will provide coffee, baked goods, and gift
cards to its customers. We want to provide them with an environment that is
relaxing where they can come in and get things done, just hang out, or even just to
socialize. In the sleepy armadillo we will provide free Wi-Fi Internet access. We
want to do this because in today’s age it is almost required that you offer Internet
access to those people and customers who want to use your business. We want to
cater to people who come to get work done though we also are trying to have a fun
and entertaining environment. Some of our services included, providing the
community free social events that will be held every Friday and Wednesday night.
There will be live acoustic sets where people can come just sit and enjoy some good
music.
Competitive edge
There will be a few factors that will make our business stand out from the rest. For
one as I previously stated, we would be host events on Wednesday and Friday
nights. This will bring a huge draw to our business. We also will offer free Wi-Fi
Internet access so that our costumers will feel like they are at home. We will have
comfortable furniture to encourage a laid back atmosphere. A disadvantage that we
will have to face is the fact that we are a new starting up business that needs to build
customer relations. We will overcome this by advertising our business and having
excellent customer satisfaction.
Pricing
For my companies pricing I will be using a market segment pricing strategy. The
strategy works by hitting multiple markets by having pricing that each societal class
would appreciate. Here is an example of this style of pricing.
MKT 1 MKT2 MKT3
Premium $10 $15 $12.50
Market $7.50 $10 $8
Penetration $2.50 $5 $6

8. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
8
MARKETING PLAN
Target market
My target market is going be young adults ranging from 16-35. There are many
needs that the Sleepy Armadillo Coffee Shop will meet for their customer market.
The coffee industry and the coffee shop business has boomed in recent years,
especially with regards to specialty coffees. The market for specialty coffees has
grown as consumers become more educated about espresso-based drinks and how
they are made. According to a National Coffee Association Annual Drinking Trends
Survey, specialty coffee consumption has risen from 9 percent in 2000 to 16 percent
in 2004. Every day, more than half of the adult population drinks coffee, 108.9
million people. The United States accounts for 52 million of those coffee drinkers.
While fast food chains are growing at a rate of 2 percent each year, coffee shop
chains grow more than 10 percent annually. Even though 75 percent of the cups
of coffee brewed daily are consumed at home, 66 percent of Americans buy
their coffee outside of their homes. The Specialty Coffee Association of America
reported at the end of 2003 that the retail coffee shop count in the country had
reached 17,400 or 4% more than in 2002. The market size of coffee grew from $7.53
billion in 1999 to $8.96 billion in 2003.
Marketing Objectives
Increase Sales
One of the most important goals of marketing for-profit entities is driving business
and increasing sales. Marketing needs a good return on investment
Improve Product Awareness
A marketing effort can be focused at reviving or invigorating interest in a product
that has been on the market for a long time or about which people have
longstanding attitudes. We will be offering this via our unique variety of ways of
brewing our coffee.
Establish Yourself in the Industry
A new organization will find it extremely difficult to be heard above the noise in a
crowded marketplace, with a public distracted by many stimuli

9. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
9
Brand Management
Maintaining a place in the mind of the public takes work, and some marketing
efforts are simply aimed to maintain a prominence in the public space. That is why
my branding of the sleepy armadillo will be on coffee mugs and stickers available for
the public to purchase.
Competition
There are ten coffee shops in a mile radius of where my shop will be located. All of
them offer some sort of coffee service but most of them are not primarily coffee
shops, but rather a side operation. I don't think this will be an issue for me to gain
attention from the community because my shop will be so different from those
others in the area.
Distribution
We will be a self-distributing business meaning that we will only be selling locally at
out opening. We will look into spreading the company if it flourishes and does well
in our location. We will look into possibly selling merchandise online in the future.

10. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
10
MANAGEMENT PLAN
Labor Force
How many employees will we have?
Management
The Sleepy Armadillo will be primarily run by myself along with my future business
partner. I plan taking up most of the responsibilities that come from running a
coffee shop for the first few years of our opening,
A full-time manager will be hired to oversee the daily operations at the Sleepy
Armadillo. I will want this candidate to have had three years of managerial
experience. This person's responsibilities will include managing the staff, ordering
inventory, dealing with suppliers, developing a marketing strategy and perform
other daily managerial duties.
Crew Members
Three part time employees will be hired on to our barista team at the Sleepy
Armadillo. Their responsibilities will consist of opening the shop along with closing.
They will need training that we will provide. Candidates will need to have some
experience in a coffee shop, preferably a year of experience.
Management Philosophy
Excellence in products and services to The Sleepy Armadillo Coffee Shops customers
is the top priority for the management. We believe that high-quality production and
service from staff is facilitated by a healthy workplace. A work environment that is
flexible, encourages open communication, prizes fairness, recognizes good work
performance and respects the differences and rights of individuals optimizes our
staff's health and performance. Motivation to achieve excellence is maximized when
staff is treated with decency, trust and respect.

11. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
11
BUILDING SPECIFICATIONS
Oregon Licensing and Permits
• Tax identification number: All businesses in Oregon with employees must register
for state and federal tax identification numbers.
• Insurance: Before opening your coffee shop, Oregon law requires you to purchase
a worker's compensation insurance policy through a certified agent authorized to
do business in the state.
• Food service license: In addition to a business license, you must apply for a food
service license, which requires two basic steps. First, you must obtain a plan
review from your local health department. Provide the health department with a
copy of your proposed menu and a detailed floor plan of your coffee shop that
illustrates the location of your electrical, plumbing and ventilation systems. Once
your plan is approved, you may apply for a separate food service license
• Business license: Before you can begin doing business in the state of Oregon, you
must obtain a business license. If you plan to operate as a limited liability company
or corporation, you must register with the Secretary of State. If you're operating as
a sole proprietorship or partnership, you are only required to file for an Assumed
Business Name certificate. At the time of publication, the fee for filing an assumed
name is $50. The fee to register a corporation or limited liability company is $100
Store Layout
Our coffee shop will be a classic café style layout. We will have a front counter that
stretches along the front of the room. We will have a glass counter that displays our
snacks and consumable goods for the day. We will have a small stage for the
acoustic sets that we plan on having each Wednesday and Friday. We will have
casual seating all through the shop, along with tables and bar seating.
Equipment List:
Espresso machine
Coffee Brewers w/Airports
Bean Grinder
Espresso Grinder
Tea Brewer
Upright Freezer
Upright Refrigerator
Under counter Refrigerator
Pastry Case/Display case
Ice Cube holder and maker for Iced
Coffee
Blender
Storage space: racks or shelves
Sinks
Wares (mugs, silverware, plates, and
other serving utensils.)

12. Hall
Sleepy Armadillo Coffee House
370 E. Main Street, Ashland, OR 97520 | 970.631.3911
preston.hall@barclaycollege.edu
12
APPENDICES
Possible Building Layout/Design