Executive Summary:

Coffee Pleasure coffee shop is determined to become a daily necessity for local coffee

addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable

place to meet your friends or to read a book, all in one. With the growing demand for high-

quality gourmet coffee and great service, Coffee Pleasure will capitalize on its proximity to the

people living in a condo and people who are going to mall to build a core group of repeat

customers. Coffee shop will offer its customers the best prepared coffee in the area that will be

complimented with pastries, as well as free books that its patrons can read to enjoy their visit.

The company will operate a 200 sq. meter coffee shop within a walking distance from the

Taguig Global City. The owners have secured this location through a three-year lease with an

option for extending. The start-up expenses is P 1.8M.

Background of the Business:

(Discuss here the background. The present status of the place where you will
establish your business and the literature review)
Vision and Mission:
Coffee Pleasure will become the foremost coffee shop in the area. We will make its best

effort to create a unique place where customers can socialize with each other in a comfortable

and relaxing environment while enjoying the best brewed coffee or espresso and pastries in town

at a reasonable price.

Core Values:

The customer’s experience is most important. Look for ways to exceed our customer’s

expectations in everything we do. Possess honesty, integrity and professionalism in all that we

do. Eliminate waste. Take initiative in finding better ways of doing things that will save time and

money. Stay cutting edge and fresh in the specialty coffee industry. Keep an open and nurturing

communication with all staff members. And lastly Smile and have fun!

Goals:
 Introduce coffee, homemade cookies, brownies and cakes

 Create cozy and friendly environment

 Acquire equipment necessary for business, i.e. coffee pots, cappuccino machines,

blenders, etc.

 Make agreement with coffee distributors, and bakery vendors.

 Open for business and become the foremost coffeehouse in the area.

Company Summary:
 Coffee shop will offer its customers the best prepared coffee in the area that will be

complimented with pastries, as well as free books that its patrons can read to enjoy their visit. It

will be located on the ground floor of the commercial building at the corner of 9th Avenue street

Taguig Global City. Coffee Pleasure will focus its marketing activities on reaching the

Foreigners living in the condo, people working in offices and on sophisticated teenagers.
Organizational Chart:

Windy Go.

Coffee shop
Manager

Barista Barista

Dishwasher (2)
Start up Summary:

The start-up expenses P600, 000.00 include:

80,000.00
Legal expenses for obtaining licenses and
permits as well as the accounting services
70,000.00
Marketing promotion expenses for the grand
opening and flyers
200,000.00
Insurance (general liability, workers'
compensation and property casualty) coverage.
50,000.00
Rent expenses for one month and advance
payment for 2 months. (P16,500)
150,000.00
Premises remodeling 
50,000.00
Other start-up expenses including stationery
and phone and utility deposits

The required start-up assets of

P1.2M include:

150,000.00
Coffee beans (12 regular brands and five
decaffeinated brands)

200,000.00
Coffee filters, baked goods, salads,
sandwiches, tea, beverages, etc.

45,000.00
Retail supplies (napkins, coffee bags, cleaning,
etc.)

15,000.00
Water supply and other office supply

Equipment for the total amount of 690,000.00:

65,000.00
Espresso machine
65,000.00
Coffee maker
50,000.00
Coffee grinder
100,000.00
Food service equipment (microwave, toasters,
dishwasher, refrigerator, blender, etc.)
75,000.00
Storage hardware (bins, utensil rack, shelves,
food case) 
85,000.00
Counter area equipment (counter top, sink, ice
machine, etc.) 

60,000.00
Serving area equipment (plates, glasses,
flatware)

40,000.00
Photo booth set
95,000.00
Store equipment (cash register, security,
ventilation, generator, signage)

Office equipment (PC, fax/printer, phone, 55,000.00

furniture, file cabinets) 
Total Start-up Assets: P 1.2M

Total Expenses Assets: P600.00

Total Requirement: P 1.8M

Company Locations and Facilities

Coffee Pleasure will be located on the ground floor of the commercial building at the

corner of 9th Avenue street Taguig Global City. The company has secured a one-year lease of

the vacant 200 square meter premises. The lease contract has an option of renewal for three years
at a fixed rate that Coffee Pleasure will execute depending on the financial strength of its

business.

The floor plan will include a back office and a coffee shop, which will include a seating

area with 15 tables, a kitchen, storage area and two bathrooms.

This property is located in a commercial area within a walking distance from the Condominium,

Call center building and malls. The commercially zoned premises have the necessary water and

electricity hookups and will require only minor remodeling to accommodate the espresso

bar, kitchen and storage area. The coffee shop's open and clean interior design with modern

wooden decor will convey the quality of the served beverages and snacks, and will be in-line

with the establishment's positioning where people can relax and enjoy their cup of coffee. The

clear window displays, through which passerby will be able to see customers enjoying their

beverages, and outside electric signs will be aimed to grab the attention of the customer traffic.
 Layout:

Location:
Layout
 Our

Product and Services

Products:
The Coffee Pleasure will offer its customers the best tasting coffee beverages in the area.

Along with the espresso drinks, brewed and teas, as well as some refreshment beverages will be
sold in the coffee shop. Coffee Pleasure will also offer pastries and sandwiches. We have

personally researched and sampled each of the following products that we offer to ensure the

quality we guarantee.

A. Drinks

 Espresso Beverages :

 Lattes- This is the original coffeehouse classic. And like most classics, part of its

appeal comes from its simplicity. A café latte is simply a shot or two of bold, tasty

espresso with fresh, sweet steamed milk over it. Some prefer to add syrup or extra

espresso to the recipe. Some maintain that it is entirely perfect as is.

 Cappuccinos- With less milk than a latte, cappuccino offers a stronger espresso

flavor and a luxurious texture. To make it properly requires much skill and

attentiveness. Arguably the most important part is frothing the foam to velvety

perfection as the milk steams – something our baristas take great care to achieve.

The milky moustache that clings to your upper lip is proof we’ve made yours

right. And we say, we will wear it well.

 Macchiato- The delicious, multi-layered Macchiato begins with milk steamed

until it's stretched and smooth to bring out its natural sweetness and is topped by

dense, creamy foam. Then rich espresso is poured over and through the foam,

where it mixes with the milk and creates a brown mark on top. Finally, the barista

signs their work of art with a sweet drizzle in a crosshatch pattern—making sure

you get a little taste of that gooey goodness with every sip.

 Mocha- There’s no question chocolate and coffee is flavors that meant for each

other. Both are rich and full of depth. Where one is creamy, the other is roasts.
 They complement each other perfectly. And when they come together under a

fluffy cloud of sweetened whipped cream, you’ll wish their union would last

forever.

 Hot chocolate- Do you remember your first hot chocolate? Sweet, creamy

comfort in a cup. You instantly pegged it the best drink on earth. Chances are

you’ll feel the same about our version of this classic beverage. Made with

steamed milk, vanilla and mocha-flavored syrups, and topped with a generous

swirl of sweetened whipped cream, we bet it tastes even better than the one you

remember.

 Americano – In Europe, coffee is essentially espresso – which, in America, isn’t

very much coffee. To create a café Americano – a coffee that satisfies the

American preference for more sips in every cup – Europeans simply add hot

water to their espresso. While the Americano is similar in strength and taste to

American-style brewed coffee, there are subtle differences achieved by pulling a

fresh shot of espresso for the beverage base. The best way to discover these

nuances, of course, is to try a cup yourself.

 Espresso con Panna- This is the perfect introduction to espresso for those who

are unsure they’re ready for the full-throttle intensity of a straight-up shot. The

delicate dollop of whipped cream softens the rich and creamily espresso flavors so

exquisitely, you may choose to forego adding sugar altogether. Welcome to the

club, espresso lover.

 Ice Coffee :
  Iced café latte – Regular blend espresso with cold milk, ice cubes and a milk

froth cap.

 Ice chocolate- whether white or dark, both flavors are uniquely creamy and

refreshing.

 Oreo shake- One of our heavenly three-cookies shakes.

 Iced Chai latte- Appetite for something exotic? Iced milk rounded off with chai

spices.

Food

 Bakery

 Chocolate chip cookies- We mix a generous amount of single-origin chocolate

into every Chocolate Chip Cookie. Allow us to warm yours to gooey perfection

before you take your first bite.

 Chocolate croissant -Light, flakey, yet oh-so indulgent, each Chocolate Croissant

features our 100 percent butter croissant dough wrapped around two chocolate

batons—because one is simply not enough.

 Marble pound cake- Everything about this pound cake is right – the delicate

texture, the flavor, the evocative swirls of light and dark. This filling marble

pound cake is a blend of vanilla and chocolate. It is light and fluffy, moist and

rich. A rare treat baked to perfection, each and every time.

 Muffin- Talk about a delicious take on breakfast. This substantial, satisfyingly

tasty muffin is packed with carrots, raisins, pineapple and pecans. It’s so

delightful you might want it again for lunch. Maybe dinner too.
  Hot breakfast Sandwiches:

 Chicken Sausage Breakfast Wrap- Filled with flavorful chicken sausage, egg

white and fire-roasted zucchini, mushrooms and red and yellow peppers, our

newest breakfast wrap provides an excellent source of protein and a good way to

start your day. It’s light but rich, modern but rustic. It’s like a provincial country

breakfast in the middle of the city.

 Sausage and cheddar classic breakfast sandwich- As iconic breakfast

sandwiches go, there’s probably nothing more instantly mouthwatering than the

beloved classic of sausage on an English muffin. Made with a Southern-style

sausage patty, fluffy eggs, aged Cheddar cheese and a perfectly toasty English

muffin, ours is about as tasty as they come. Kind of makes you wish every meal

was breakfast.

 Turkey Bacon & White Cheddar Classic Breakfast Sandwich- We had to

string a lot of words together to get everything in the name of this one. But take

note, because your mouth is going to try to tell you that you’re eating a typical

hefty bacon, egg and cheese sandwich. Don’t be fooled. We’ve chosen savory

reduced-fat, nutrient-packed alternatives to the classic ingredients while

maintaining the rich taste and satisfying size you thought you’d have to give up.

Go ahead and let your mouth go along in blissful ignorance. We won’t say a

word.

Every product that Coffee Pleasure produce attempts to be the best in its respective product

category based on quality and taste.

Service:

An important component of our business is not just our products, but our service. Our inviting

atmosphere, delectable food and friendly staff will make our coffee shop one of the most visited

in town. Some of the services offered at our coffee shop include:

 Welcoming staff

 Outdoor Garden Seating

 Free Wi-Fi

 Offering loyalty card

 Offering a free books and magazines to customer to read inside a coffee shop.

 Open 6:00am -12:00am

Market Analysis Summary

The Coffee Pleasure will focus on two markets:

1. The Daily Commuter - someone traveling to or from work, out shopping, foreigners,

students or just out for a drive.

2. The Captive Consumer - someone who is in a restricted environment that does not

allow convenient departure and return while searching for refreshments,

Strategy and Implementation Summary

Coffee Pleasure's marketing strategy will be focused at getting new customers, retaining

the existing customers, getting customers to spend more and come back more often. Establishing

a loyal customer base by giving a loyalty card is importance since such customer core will not

only generate most of the sales but also will provide favorable referrals.

Competition

Coffee Pleasure's direct competitors will be the other coffee shop located near the Taguig

Global City. These include Starbucks, Figaro, Bo’s Coffee, Seattle’s best coffee, and other Food

service establishments that offer coffee like Krispy Kreme, Dunkin Donuts and Coffee bean and

Tea leaf. All in all, they have the same taste of coffee, good ambience and good service. But

Starbucks will definitely be one of the major competitors because of its strong financial position

and well known. However, despite of Starbuck's well-established many customers favor smaller,

independent establishments that offer cozy atmosphere and good coffee at affordable prices.

Competitive Edge

Since many people loved to take pictures, Coffee Pleasure will place a small photo booth area

inside, take pictures of themselves that would serve as their souvenir. I think it would stand out

from fast-approaching competitors. Also Coffee Pleasure will position itself as a unique coffee
shop that would not only offer the best- tasting coffee and pastries but also provide cozy,

comfortable and home-like environment, where patrons won’t only enjoy a cup of perfectly

brewed coffee in an affordable price, but can also spend their time in an ambient environment.

We Offers comfortable sofas and chairs, dimmed lights and relaxing music that would help

customers to unwind from daily stresses.

Sales Strategy

Coffee Pleasure baristas will handle the sales transactions. To speed up the customer

service, at least 2 employees will be servicing customers while one employee will be preparing

the customer’s order and asking them if they would like a fresh-baked item with their coffee.

While the other one will be taking care of the sales transactions. At the same time, customer

retention programs will be used to make sure the customers are coming back and spending more

at the coffee shop.

Marketing Strategy

 Target markets

Our target market is the foreigners, coffee addict and who need a nice cozy place to think,

do their work and relax.

 Pricing strategy

Our pricing strategy and comfortable atmosphere will be the key to our success. None of

the other shops in the area can offer this:

 50% discount of bread at 7:00pm onwards.

 Barkada promo: buy 4 any kinds of coffee and get 1 free small iced

coffee.

 Free newspaper worth of 200 pesos 6:00-8:00am

  Promotion Strategy

The Coffee Pleasure will be implementing a low cost advertising/promotion campaign

thru local newspaper, giving flyers .But Word of mouth has always proven to be the greatest

advertising program a company can still.

Sales Forecast

Sale Forecast for 1 year

Sales
Net Profit

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Personnel Plan

The table below outlines the personnel needs of Coffee Pleasure.

 Manager(2)  Dishwasher (2)

 Barista (4)  Guard(2)

 Pastry chef (2) 1st shift (9hrs) 6:00am-3:00pm

 Waiter(4) 2nd shift (9hrs) 3:00 pm-12:00am

Personnel Plan No. Salary per Total: Year 1

Month

Manager 2 P15,500 P31,000 P372,000

Barista 4 P11,500 P46,000 P552,000

Pastry Chef 2 P11,500 P23,000 P276,000

Waiter 4 P9,000 P36,000 P432,000

Guard 2 P9,000 P18,000 P216,000

Dishwasher 2 P5,000 P10,000 P120,000

Total People: 16

Total Payroll: P1,968,000.00

Business Plan

Submitted to:

Prof: Bryan Eli Sadorra

Submitted by:

Rochelle G. Bedico

May 17, 2013