Coffeehouse Business Plan[全文].doc
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1、Coffeehouse Business PlanDark Roast JavaThis business plan was created with Business Plan Pro software, the fastest way to prepare a complete business plan1. With Business Plan Pro, you can open this plan (or any of the 500 others included in the product) and quickly customise it to match your busin
2、ess. Or you can use the softwares step-by-step wizard to easily create a custom business plan from scratch. Learn more ? Executive Summary 1.0 Executive SummaryThe concept Thanks primarily to Starbucks, within the past 20 years the coffeehouse has become a familiar feature of American life. Every da
3、y, millions of Americans stop for an espresso-based coffee drink. People who would not have dreamed of spending more than 50 cents for a cup of coffee a few years ago now gladly pay $3 to $5 for their cappuccino, mocha latte or vanilla ice blended drink.The specialty-coffee business is growing at a
4、healthy pace. During the past 20 years, there has not been a single year, despite war and recession, in which specialty coffee sales have not grown. In many years the increase has been in double digits. In addition, no coffeehouse chains have failed during this time, although the list of casualties
5、in other industries is quite long.Starbucks, The Coffee Bean, Peets, Diedrichs and other major chains serve average quality drinks in establishments that have the same generic design appearance. Indeed, Starbucks and The Coffee Bean are often referred to as "fast food" coffeehouses due to
6、their "cookie cutter" design. Now that Americans coffee preferences have broadened and matured, many are asking for more from their coffeehouse. A niche exists that has yet to be filled for a high-volume, upscale, quality-driven coffeehouse with a warm, inviting atmosphere. Dark Roast Java
7、 meets this need and fills this niche. We offer high-quality products in an upscale environment. Furthermore, our high-profile location in Pleasantville provides a mixed customer base that will maintain high levels of business in every season, at all times of the day, every day of the week.Founders
8、Ned Powers-Sebastiane, founder of Dark Roast Java, has a long career as an entrepreneur and marketing executive. He is the founder of Powers-Sebastiane Advertising & Public Relations and Pan National Motor Tours. Co-owner Curt Yamaguchi has an intuitive understanding of the real estate market. A
9、s a highly successful real estate broker and investor he brings several key capabilities to the Dark Roast Java team, not the least of which is his ability to procure highly desirable locations for future stores. Financials The company anticipates rapid acceptance of the Dark Roast Java concept in P
10、leasantville, with revenues of $600,000+ in the first fiscal year, rising to more than $1,000,000+ in FY 2006. Net profit is projected to be approximately $99,000 in 2004, growing to an estimated $265,000 by 2006.An advanced and expandable point-of-sale system After carefully tracking the performanc
11、e of the Pleasantville store through an expandable and highly detailed point-of-sale system, we will use this as a "blueprint" for expansion. For example, daily sales are tracked and analyzed by item, time period and cost of goods. Labor requirements are matched to projected in-store sales
12、 based upon past performance for maximum efficiency. Even after paying higher than average wages, we expect to allocate no more than 25% to labor costs.This Business Plan only provides data on the Pleasantville coffeehouse. Sources: US Census Bureau, Pleasantville Chamber of Commerce, Specialty Coff
13、ee Association of America. Highlights 1.1 ObjectivesMake Dark Roast Java the number one destination for coffee in PleasantvilleSales of $600,000+ the first fiscal year, $750,000+ the second fiscal year and $1 million the third fiscal yearAchieve a 15% net profit margin within the first year and 30%
14、by FY3Achieve a total net profit of $150,000+ in FY1 and $200,000+ by FY3Be an active and vocal member of the community, and provide continual re-investment through participation in community activities such as the Chamber of Commerce and financial contributions to local charities and youth organiza
15、tionsCreate a solid concept in the industry and track performance in order to begin expanding to other markets within six months 1.2 MissionOur goal is to be the coffeehouse of choice for the local Pleasantville community, downtown business workers, tourists who visit the city, and students, by prov
16、iding a higher quality experience than any competitor. As a result, we intend to create coffeehouses that quickly achieve profitability and sustain an attractive rate of return (20% or more annually) for our investors.We also want to make our contribution to the welfare of the local community by sup
17、porting charitable and civic activities. We will support the farmers who grow our coffee by using Fair Trade, Sustainable Production and Organic products whenever possible. Dark Roast Java also awards its business to as many local suppliers as possible, keeping the business in the community or, at t
18、he least, in the state. 1.3 Keys to SuccessThe keys to our success will be:A superior-tasting product backed by a unique quality storeA relaxing, upscale interior designPrime site selection with an upscale affluent population, year-round tourist activity, heavy pedestrian traffic by the site, a dyna
19、mic student population and a concentration of local businessesA market that exposes Dark Roast Java to high-profile "trend-setters" and "key influencers"Ongoing, aggressive marketingHighly trained and friendly staffMultiple revenue streams including gift items, gift baskets and c
20、offee gift/frequency cards in addition to coffee, pastry, chocolates, tea, juice, water and soft drinksA dynamic website with online sales capability 2.0 Company SummaryDark Roast Java launches with its first coffeehouse located in downtown Pleasantville. Dark Roast Java will offer residents and vis
21、itors a totally new style of coffeehouse - one offering a uniquely flavorful coffee drink and a comfortable, upscale environment at which to socialize, relax or work.Variety: No other coffeehouse in the area will provide the range of coffee drinks, tea, cocoa, juice, smoothies and other products tha
22、t Dark Roast Java does.Location: Dark Roast Java will be located in the prime section of downtown Pleasantville in the heart of the shopping and entertainment district. Dark Roast Java locations are designed for high volume year round, with revenues and profits to match.Expansion: Assuming this stor
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