Business Plan of The Bistro Cafe Coffeehouse 1

Come For Tasty, Stay For Healthy
BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE
Section I: Introduction
1.1 Background
The Bistro Cafe is a bistro and coffeehouse facility located in a renovated house
immediately adjacent to the Sherpa Mall. The Bistro Cafe took its name from
Atlantic word means eating place. The Bistro Cafe is a full-service Cafe/cafe located
in the Durbarmarg heart of Kathmandu district. The Cafe features a full menu of
moderately priced "comfort" food influenced by Indian, Chinese and European
cooking traditions, but based upon time honored recipes from around the valley. The
cafe section of The Bistro Cafe features a coffeehouse with a dessert bar, magazines,
and space for live performers.
This business plan offers financial institutions an opportunity to review our vision and
strategic focus. It also provides a step-by-step plan for the business start-up,
establishing favorable sales numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus,
action plans and forecasts, management team, and financial plan.
1.2 Company Ownership

The Bistro Cafe which is owned and operated by Jiwan Magar, & Sapana Timilsina,
in partnership liability. The Bistro Cafe is a privately held limited liability corporation
partially owned by Jiwan Magar (50%) and Sapana Timilsina (50%).
The total budget to established Bistro caf is Rs 7000,000
1.3 Company Locations and Facilities

The Bistro Cafe will be located in a newly renovated facility designed by the
architectural firm of Sherpa Mall, Durbarmarg KTM.
The facility will be divided equally between the cafe function and the
coffeehouse/entertainment function. The Cafe will feature dining room seating for
approximately 100 patrons and flexible indoor/outdoor patio/yard seating for an
additional 40 patrons. The cafe/coffeehouse will provide a full-service dine-in and
carry-out coffee-based beverages, as well as a dessert bar. The coffeehouse/cafe
portion of the business will also contain a full-service bar, a small entertainment
IMC BUSINESS PLAN OF BISTRO CAF AND COFFEE HOUSE, BY SAPANA TIMILSINA
AND JIWAN MAGAR MBA.
Page 1

stage, and niche magazines and newspapers available for purchase. The coffeehouse
will maintain ample indoor/outdoor seating under a covered patio space shared with
the Cafe.
The facility's perimeter will feature free Wi-Fi garden and courts with fountain which
will provide comfortable waiting areas during the warm weather months.
Finally, This Bistro Cafe, constructed in 2011, features extraordinary cathedral-like
interior space. It is our hope that our construction plans will support dramatic lighting
of the tower after sundown, creating a rather visible nighttime landmark for
Durbarmarg.
1.4 Technology
The Bistro Cafe logo is protected by intellectual property right and trademark laws.
All of our menu creations will not necessarily have the same protections, however,
when possible, popular "trade-names" will be protected. The business of The Bistro
Cafe is not dependent upon process technology or patentable inventions.
This business plan is focus on Integrated Marketing Communication (IMC) caf. Its
explain IMC mix i.e. Advertising, Personal selling, Sales Promotion, Public Relation/
Publicity and Direct Marketing of caf rather than other business scope.
Page 2
BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE
Section II: Situation Analysis

2.1 Company Analysis
Objectives
1. Sales approaching and surpassing Rs.10 million by the end of the first year.
2. Targeting and maintaining a net profit of at least 14% by the second year.
3. To cultivate monthly sales to reach Rs 5, 00,000 by the end of the fourth month of
operation.
Mission
The Bistro Cafe concept is built upon the success stories of Nepalese many casual
dining and coffeehouse venues. Located in the Durbarmarg of Kathmandu district
adjacent to the Sherpa mall, The Bistro Cafe will provide accessible and affordable
high quality food, coffee-based products, and entertainment to the thousands of
residents and hotel visitors located within a five-mile radius. In time, The Bistro Cafe
will establish itself as a "destination" of choice to the many residents of the greater
Kathmandu metropolitan area, as well as numerous out-of-town visitors.
The establishment will provide a "complete, high-quality" evening experience for

those searching for something that is rapidly becoming popular among KTM diners.
Not only will patrons be able to dine on "comfort" food based upon time honored
recipes from the world over, they will do so in a facility containing ample yard space
for a favorite pastime of KTM's residents: alfresco/outdoor dining. Patrons will also
have the option of enjoying coffee, desserts, and live entertainment in The Bistro
Cafes coffeehouse or, a relaxed Nepali tradition show in the gardens located adjacent
to the patio space.
The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet
casual dining and/or coffeehouse experience for the many Nepalese and visitors who
frequent the city's casual dining spots and entertainment venues. It will be an
Page 3

affordable venture for patrons, one that will encourage them to return on many
occasions.
Finally, and quite significantly, The Bistro Cafe will provide a much needed
neighborhood-based retail food.
Value Proposition
We think our value proposition is quite clear and quite easily distinguished from most
others in the market. We offer affordable and accessible menu items and
entertainment as measured by their inherently natural value, at an affordable price that
will encourage regular visits.
Keys to Success
The keys to our success will be:
A superior-tasting product backed by a unique quality store
A relaxing, upscale interior design
Prime site selection with an upscale affluent population, year-round tourist
activity, heavy pedestrian traffic by the site, a dynamic student population
and a concentration of local businesses
A market that exposes The Bistro Caf & coffeehouse to high-profile
"trend-setters" and "key influencers"
Ongoing, aggressive marketing
Highly trained and friendly staff
Multiple revenue streams including gift items, and coffee gift/frequency
cards in addition to coffee, pastry, chocolates, tea, juice, water and soft
drinks, wine, lunch etc.
2.2 Market and Consumer Analysis

The Bistro Cafe launches with an exciting new coffeehouse concept in a receptive and
steadily growing market segmentthe specialty coffee retail business.
Despite economic downturns in recent years the specialty coffee business has been a
bright spot. While literally hundreds of businesses in many categories are facing poor
sales, negative balance sheets and even bankruptcy, coffee chains continue to show
strong growth.
Page 4

Specialty coffee house has grown at a rate in excess of 20% per year in the last
decade. That sustained growth is expected into this decade.
Consumer
The Bistro Cafes strategy is based upon targeting and serving:
A typical KTM in town resident. This urban professional works long hours
and has relatively little time to cook at home. She/he has an active social life
and spends a substantial amount of disposable income maintaining it.
The many downtown businesses which regularly use Cafe dining as a function
of conducting business.
The tourist and convention populations centered in downtown venues.
The Bistro Caf customer comprised of five target groups.

1. Affluent local residents
2. Tourists
3. Local business people
4. Students
5. Travelers passing through
These groups are all potentially strong customer segments. The benefit of this mix of
customers is that it helps maintain consistent business throughout the year. The other
customer segments (local residents, local business) provide a consistent foundation all
year long.
Also, by appealing to several market segments, The Bistro Caf does not become
overly dependent on any single consumer group. For example, several local
coffeehouses with primarily student customers do poorly during the non-school
months. They must also market themselves anew each year to the incoming students.
The Bistro Caf will avoid these peaks and valleys in business with a mix of
customers.
Market Needs
Our customer's dining and entertainment needs are critical to the success of The
Bistro Cafe. As a supplier of a full-service dining experience, The Bistro Cafe must
appeal to people who are interested in integrating our type of cuisine/cooking
Page 5

regularly into their dining/food purchase experiences. Moreover, we must also appeal
to those customers who regularly take advantage of this coffeehouse and/or evening
entertainment scene.
Our customers are well educated and interested in partaking of new experiences.
Keeping the menu and the entertainment offerings "fresh" will remain a constant
challenge to the business. Segments of the target market tend to dine out, visit coffee
shops, and seek evening entertainment frequently. They tend to choose comfortable,
affordable venues, and repeat appearances at places that offer familiar scenery with
new twists.
Market Trends
Nepalese is experiencing a trend toward the creation of evening dining/entertainment
venues. They are popular and gaining more recognition. Evidence of this is found in
local news and magazine coverage. These venues are finding new homes in the areas
close to and/or adjacent to downtown.
The city's burgeoning music scene is growing and in need of more venues to
accommodate the mainstream jazz, acid jazz, Latin, and live dance music artists that
are choosing Nepalese as home for their production efforts.
The market opportunity for coffee shop establishments has never been better in this
area of KTM. The immediate area surrounding the business venue is undergoing a
building renaissance as many residents chose to move into or return to the inner city.
Market Growth
KTM is currently in the middle of a building and population explosion. Young singles
and couples are choosing to reject long commutes in favor of living closer to their
work and recreational venues. With the extra time that comes from being in a vibrant
growing city with an active nightlife, in town neighborhoods that were formerly
dotted with a limited number of night spots have seen their neighborhoods burgeon
with new venues.
Page 6

The section of Midtown KTM along Durbarmarg road Avenue has experienced
remarkable growth in its nightlife scene.
Pricing Strategy
Our food, drinks, and entertainment options are priced to give us an attractive margin
while at the same time offering value to the consumer. We want repeat business. We
also want the experience to remain fresh. Therein lies why the food, beverages, and
musical/entertainment programming will be relatively flexible.
A sample menu is included in an appendix.
**Some supplemental materials are not available for this sample plan.
Sales Strategy
Our sales strategy includes:
Staff salaries that are 10% above the industry average in order to attract the
best people
Hiring for attitude so that we always have a friendly, enthusiastic staff to make
customers feel welcome and appreciated; constant staff training to assure the
best quality possible
State-of-the-art sales/inventory system to (A) reduce customer waiting time,

and (B) create efficient product ordering
Create a mobile kiosk to take The Bistro Caf into the community at special
events, farmer's markets, art shows, etc.
Sell coffee, gift baskets and glass artwork on our website
Establish coffee service at local businesses
Sell gift cards, frequency cards, pre-paid cards, and offer discounts to key
groups
Create an ongoing sampling program
Conduct a consistent, aggressive marketing program
Be an active member of the community; be visible at charitable functions
Solicit customer feedback to constantly improve and streamline our operation
Page 7

2.3 Product Analysis
Products
The Bistro Cafe is a cafe/coffeehouse venue that sells moderately-priced food to an
upscale casual dining market. The venue features brewed coffee and espresso-based
beverages, ices, fruit smoothies and juices, and other beverages typically associated
with a coffee shop. A dessert bar will serve a range of freshly prepared desserts, as
well as baked goods associated with breakfast.
Lunch on offerings contain both carry-out and dine-in menu selections, while evening
hours will accommodate full-service dining and Nepali cultural show service, a fullservice bar and light, weekend, live entertainment.
Reflecting a target niche market, a limited selection of out-of-town newspapers, as

well as art, architecture, cinema, design and lifestyle magazines will be sold.
Additionally, the venue will feature art and products made by Studio flex artists,
providing a cross-selling opportunity.
The Bistro Caf menu

The Bistro Caf menu sets us apart from other coffeehouses, giving us a competitive
edge.
We offer six groups of drinkscoffee, tea, Italian sodas, smoothies, juice and
cocoawith several choices within each group. This enables us to provide
more variety than our competitors while keeping the preparation of the drinks
easy to execute.
We are taking advantage of the immense popularity of flavored drinks and tea
by offering a product mix that includes items the other coffeehouses don't
carry as well as more familiar drinks.
We are the caf & coffeehouse to have a wide range product.
The Bistro Caf offers several smoothie drinks and Italian sodas.
We carry the highest quality fresh juices.
Prices have been determined after a thorough analysis of all food costs for every item
in each drink. In some cases, an average price has been calculated and applied to all
similar drinks in order to keep the menu from confusing the customer.
Page 8
REGULAR
KIT SEC
ITEMS
RATE
CH
Rs 110
Mutton
Rs 110
Veg
Rs 110
CH
Rs 110
Mutton
Rs 110
Veg
Rs 110
CH
Rs 110
Cheese
Rs 110
Veg
Rs 110
Green Salad
Rs 175
Chips chilly
Rs 150
Sausages
Rs 150
Smoked Chicken
Rs 250
Salty Fish
Rs 250
Chicken Chilly
Rs 250
badel timur
Rs 250
Wins
Rs 250
Chicken fry
Rs 250
breakfast set
momo
Chowmein
Sadwich
Snacks
Babycorn
Rice
mushroom
Rs 200
Ch
Rs 250
Muton
Rs 250
Veg
Rs 200
Page 9
Name
COFFEE DRINKS
Small
Large
Rs.275
Rs. 375
Coffee
Coffee. Warm milk. Banana, macadamia

The
nut and vanilla syrups. Topped with
Banana
whipped cream.
Coffee. Warm milk. Amaretto and
The Coffee
vanilla syrups topped with whipped
Milano
cream and almonds.
Rs. 275 Rs. 375
HOT COCA DRINKS

all hot coca drinks are Rs.250
Name
French Vanilla
Cocoa
White Chocolate
Cocoa
Chocolate
Truffle Cocoa
Description
Hot cocoa with vanilla and whipped cream.
Hot cocoa with white chocolate and whipped cream.
Rich dark hot cocoa with whipped cream topping.
Holiday Spice
Rich hot cocoa and holiday spices. Topped with whipped
Cocoa
cream.
Peppermint
Rich chocolate and refreshing peppermint. Topped with
Cocoa
whipped cream.
Oval tine
Oval tine Chocolate Malt and milk.
Juices
Page 10
ICED TEAS
HOT TEA
HOT TEA (REGULAR) RATE

Classic American Iced Tea
Orthodox Tea (Nepali)
Rs.150
Small
Rs.150
English Breakfast
Rs. 150
Medium
Rs.175
Peppermint
Rs.150
Large
Rs. 200
Herb Tea
Rs.150
Darjeeling
Rs.150
Green Tea
Rs.150
Golden Flowers Herbal
Rs.150
Herbal Lemon
Rs.150
Tropical Green
Rs.150
Pastries
Item
Price
Pleasantville Cheese cake made just for us by

Pleasantville Cheesecake Company.
Rs 100
Fresh scones, hot from the oven.
Rs
175
Bagels
Rs
100
Brownies
Rs
200
Blueberry Muffins
Rs
200
Croissants
Rs
200
Black Forest chocolate-covered espresso beans
Rs
275
Best Ever Bakery Fancy Cookies
Rs. 175
Blackforest
Rs
150
Name
Description
Fresh squeezed
Exclusively from Longhorn Orchards, Corpus
orange juice
Cristi, TX
Old-fashioned
Lemonade
Made fresh daily from Pleasant County lemons.
Genesis Juice
Protein Boost, Green Machine, Mango and Guava.
Regular
Large
Rs150
Rs 275
Rs150
Rs 275
Rs295
Rs 325
Page 11

Brownie with hot chocolate
Rs
200
Ice cream
Rs
125
fruit cocktail
Rs
125
Paun Platter
Rs
125
Mohanbhog
Rs
125
special birthday cake
2.4 Competitors Analysis

The Cafes and coffeehouses that make up the community of establishments in the area
surrounding The Bistro Cafe are quite diverse. Their concepts range from typical fast
food/chain venues to expensive fine dining establishments. However, the
predominating nature of the immediately surrounding Cafes and coffee shops is
casual/upscale.
Competitive Edge
Our competitive edge, compared to the other coffeehouses in the greater Pleasantville
area includes the following:
A significantly higher quality, better tasting coffee product.
Our current location can arguably be considered the best in the marketin
the heart of the Durbarmarg shopping, dining, entertainment.
An ambiance superior to all other coffeehouses in the area with upscale
"view" look. It features stained glass decorations, art glasswork, cultural
style furnishings and outdoor dining.
The only coffeehouse downtown to provide regular weekend evening
entertainment.
A wider variety of popular drinks than our competitors, including flavored
coffee drinks, tea, cocoa, juice and Italian sodas. We have several drink
options for people who don't drink coffee: tea, cocoa, juice and smoothies.
Our Internet website will include sales of whole coffee beans, tea,
chocolates, gift items and gift baskets.
Many of these patrons also seek entertainment venues on the weekends that are close
to their dining venues and homes. The market currently suggests that such a venue on
Page 12

Auburn Avenue is not only desired by the populations frequenting Cafes and clubs, it
is suggested that it is needed. The parking and traffic have grown to notorious
proportions. Towners and residents in adjacent neighborhoods would much rather
patronize
venues.
The
Bistro
Cafe
offers
them
an
attractive
dining/entertainment/coffeehouse option.
Main Competitors
Lobsters Sea Food
Vintage Caf & pub
Bourbon Room
Cloud 9
KFC & Pizza hut
Competitive Comparison
The Bistro Cafes closest competitors (relative to location) are Vintage, Lobsters Sea
Food and Bar, Bourbon Room.
None of these establishments features a traditional coffeehouse atmosphere or live or
recorded evening entertainment.
Relative to the location of these establishments, The Bistro Cafe is centrally
geographically located. Its location will easily allow for patrons from these other
establishments to finish an evening with dessert, coffee, drinks, and/or dancing.
2.5 Problems and strength:

Problems
High competition
Narrow market
Brand switching habits of customer
Threat of new entrants
Political issues
Strengths
Multi dimensional services
More customized service
Page 13

Affordable price in all items
High speed free Wi-Fi zone
Service deliver within a five minute after customer order
Different cultural programs starts after 7pm
Section III: The Target Market Profile

3. Target Market Strategy
Local residents
Tourists
Travelers
Students
Local businesses executive
Section IV: Marketing Strategy

4
Marketing Strategy
The most important element of our marketing strategy is the delivery of a quality
product. Our food, beverage, newspaper/magazine, and entertainment products must
first sell themselves through word of mouth.
Next, the packaging of The Bistro Cafes concept and external messages has to fit our
positioning. We offer an upscale feel without a required "pinch" in your wallet. We
then communicate this through the free weekly media, radio advertising on particular
jazz, acid-jazz, Latin, and dance-oriented music shows, and traditional public radio
sponsorships.
Through establishing relationships with the concierges of the local hotels and with the
KTM Convention and Visitors, we will then attempt to create opportunities for
visitors to the city to look forward to experiencing The Bistro Cafe.
4.1 Marketing
There are several components of successful marketing. This isnt an all inclusive list,
but some top strategic Cafe marketing issues include:
Cafe Marketing: Branding
Page 14

A brand is a promise. It is what customers, employees (Internal Customers), vendors,
the media and all other key constituents come to expect in dealing with Cafe. Brandbuilding is closing the gap between what we promise and what we deliver. A strong
brand is one that has alignment between the promise and execution. It is not
something that happens when we advertise, and it is not that people recognize logo or
recall the advertising.
Cafe Marketing: Positioning

Positioning is the place you hold in the customers or prospects mind relative to the
competition (the cheaper choice, the higher quality choice, etc.). Effective positioning
involves incorporation of Unique Selling Proposition (USP), it is a point of
differentiation that the competition either cannot or does not claim. An example is
KFC versus Nanglo.
Cafe Marketing: Diligence

Effective Cafe marketing must be built on a foundation of fact and knowledge about
the market, competition, customers, Internal Customers, financial history, marketing
history, the industry, and outside forces that will impact the overall business. Cafe
marketing has to factor these considerations into the overall strategy. Not even CocaCola can afford to market to everyone all the time, so effective market research and
due diligence can help you be more effective in your Cafe marketing efforts.
Cafe Marketing: Menu Mix

Every six to twelve months, we all wants to conduct an analysis of menu. This will
include profitability analysis and a competitive Cafe menu analysis. To keep menu
fresh, relevant, and profitable, you all need to know specifically how each item on
your menu is performing and also how it stacks up next to top competition.
4.2 Communication:
We will promote our company name and label almost more than the product itself,
because to be successful we have to stand for brand-name integrity, excellent menu
offerings, and first class entertainment and fun. Therefore, our promotion strategy
includes focusing on events and messages that match:
Page 15

Launch marketing will promote awareness, build immediate traffic and establish our
brand image via several methods:
Local print and broadcast media
Sales promotion
Public relations/publicity
Direct mail
Design and packaging
Sampling
Superior location
Desirable store ambiance
Public Relations
A strong public relations/publicity program uses as its primary "hook" these three
main points:
1. The Bistro Cafes is Pleasantville's first true gourmet coffeehouse
2. Our unique quality products
3. Our distinctive latte "art"
The goal of the PR/publicity is to achieve local market awareness and establish the
brand on a wider scale to set the stage for future expansion. Local market awareness is
vital because more than 50% of sales will come from people living within a 5-mile
radius of the store.
National awareness will help drive the expansion by generating opportunities created
by the media buzz and familiarizing people with our brand name. It will help set the
stage for future brand identification.
Sales promotion
Providing discount up to 25% who visits regularly.
Rebate
Providing gifts
Printed T-shirt and Cap distribute to special guests.
Local broadcast Media

Kantipur Radio, others
Local FM
Page 16

Regional/National Print Media
Kantipur
The Himalyan Times
Nagarik
Food Court
Direct Mail
Ongoing direct mail generated from our website data
Visa or MasterCard local direct mail program
Website
Our website is fully e-commerce functional and could easily become a significant
revenue source.
4.3 Advertising
There are some advertising tools of Bistro Caf as:
I.
Direct mail postcards
Postcards are great for creating awareness as part of marketing plan for coffee shop.
For new start ups, you need to announce the opening of your new shop. Postcards can
also be used to announce new promotions for the month.
II.
Website
Website is most crucial marketing tool for coffee house to have a presence in the
market. Yet, many business owners are finding it a challenge due to lack of technical
skills. The website gives instant presence to the online world. If prospect happens to
be looking for a coffee shop, our coffee shop stands out. It can also be used as a
communication tools with customers in market regarding the latest promotions and
eateries.
III.
E-mail newsletters
Page 17

E-mails are great marketing plan coffee shop to educate your customers about your
products. It may require some hard works in the beginning but after that it is almost
hands off.
IV.
Advertising
There are many marketing plan coffee shop channels for advertising- radio, television
and billboards. Remember that radio and television costs a lot more than other type of
advertising. However, the exposure is very wide. Strategically placed billboards can
also bring you traffic from busy areas.
V.
Signage
This marketing plan coffee shop caters more for the morning crowd who are rushing
for work. Big and attractive billboard must put either at the bus stop or crowded
places where they are visible.
VI.
Unique logo
A logo is a marketing plan for coffee shop, where customers will remember after they
purchase. The trick is to make them want to come back again and again. Logo is a
great way to making an emotional connection to our business.
VII.
T-shirts, Cap and Wearable
Distributing printed T-Shirts, Caps, Hand bag, Pens, Key rings with brand name and
logo create immense role in publicity and attracting potential customers as well as
enhance brand image.
VIII.
Business Cards
Business cards are great for business networking and form an integral part of
marketing. When interacting with people, naturally they will be interested in what we
are doing. We can them casually pass them business cards. So, while joining a few
social clubs and get business cards out there.
IX.
Brouchers
Brouchers are cost effective ways to inform customers of what we are offering. Most
of the time, customers do not have enough of information on where to find new
Page 18

restaurants. We can help them by giving out brouchers at you coffee shop or
distributing them at the busy streets as part of our marketing plan.
X.
Referral program
This is another great way to get new customers and keep old ones. More than 50% of
the revenue is generated by repeat customers. When you implemented a referral
program, it makes it easier for them to come to coffee shop as they can redeem their
points for gifts or discounts.
XI.
Events
Depending on your coffee shop concept, we can turn our coffee shop into an elite
business club at a certain day of the month. The coffee shop is closed for special
functions. You may also want to organize birthdays or having holiday specials like
Valentines Day or Mothers Day.
Page 19

Section V: Marketing Communication Strategy
5.1 Advertising Strategy:

5.1.1
Objectives:
Create awareness for new products

Inform consumers
Of product features and benefits
Price changes
Important for building primary demand
Persuasion
Build brand preference or change buyer perceptions
Especially, important for building demand in competitive markets.
Reminder advertising: maintain top-of-mind awareness
5.1.2
Creative Strategy
Strategies must detail the target audience, primary competition, reasons to

purchase, and a consumer promise. Media strategies must detail selection of
media vehicles and a schedule that reflects efforts to reach to the target audience.
Develop the USP unique selling proposition or the Creative Hook
Unique Selling Proposition

Translates brand positioning into a convincing message.
Objective is Memorability
E.g: Emotional = appeal to psychological, social or symbolic needs. Pull
at the consumers heartstrings
5.1.3
Tactics
Tactics are the exceptionable aspects of the campaign i.e., whos going to do what,
when, how, etc.
Marketing team of Bistro Caf and coffee house
o
Creating Brand Awareness
Every first day and last day of week
Through Broadcast Media (T.V & Radio) and

Newspapers.
Page 20

5.2 Media strategy:
5.2.1
Objectives
Seasonality Objective: Concentrate advertising in the months of Baishak, Bhadra, and

Mangsir-Margh the heaviest consumption months.
Media objectives state what you plan to accomplish, not how. The how Part,
including choosing media and vehicles, is reserved for the strategy section.
5.2.2 Vehicles:
Broadcast TV
FM radio
E-mail
Newspapers
Magazines
5.2.3 Costs Estimation:

Size of advertisement
Preferred media
Dates of proposed advertising and/ days of week preferred
Press: section of the newspaper
Press: color or black and white
Radio: length of ad, time availability
TV: length of ad, time availability
5.2.4 Continuity Schedule:
Advertising runs steadily and varies little.
Fighting and pulsing with scheduling
Bistro caf is planning for media schedule to continuing broadcast or telecast two
times in every month.
Page 21
Personnel Plan
The personnel plan calls for hiring 5 full-time salaried employees at start-up. Part time
baristas/bartenders will have to be hired to manage approximately 135 hours of
operation per week, servers/waiters will have to be hired for approximately 203 hours
of operation per week, and dishwashers will have to be hired to handle approximately
62 hours of operation per week.
Any additional hires will be part time and devoted to the expansion of any catering
function, as well as increased capacity/operation of a private party function.
Employee salaries are as follows:
Position
Salary
Owner/General Manager
Rs.40,000
Chef
Rs.30,000
Manager
Rs.28,000
Sous-chef/Line Cook
Rs.23,000
Assistant Mgr/Senior Server
Rs.15,000+ Tips
Barristers/Bartenders
Rs.15,000+Tips
Servers
Rs.10,000 + Tips
Dishwashers/Bussers
Rs.12000
Page 22
Conclusion
The restaurant habit of the people is growing rapidly in the city area, whereas Bistro
caf which is newly established caf and coffee house located in the heart of Durbar
marg is becoming popular day by day. Due to its unique service features and quality
food the caf is able to attract more customers. The ongoing aggressive marketing as
well as its customized service will help the caf to achieve its goals and objectives
within a short period of time.
BIBLIOGRAPHY
www.google.com
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Come For Tasty, Stay For Healthy

BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE

1.2 Company Ownership

1.3 Company Locations and Facilities

Come For Tasty, Stay For Healthy

Come For Tasty, Stay For Healthy

BUSINESS PLAN OF THE BISTRO CAF & COFFEEHOUSE

Section II: Situation Analysis

The establishment will provide a "complete, high-quality" evening experience for

Come For Tasty, Stay For Healthy

2.2 Market and Consumer Analysis

Come For Tasty, Stay For Healthy

The tourist and convention populations centered in downtown venues.

The Bistro Caf customer comprised of five target groups.

Come For Tasty, Stay For Healthy

Come For Tasty, Stay For Healthy

State-of-the-art sales/inventory system to (A) reduce customer waiting time,

Sell coffee, gift baskets and glass artwork on our website

Establish coffee service at local businesses

Create an ongoing sampling program

Conduct a consistent, aggressive marketing program

Be an active member of the community; be visible at charitable functions

Solicit customer feedback to constantly improve and streamline our operation

Come For Tasty, Stay For Healthy

Reflecting a target niche market, a limited selection of out-of-town newspapers, as

The Bistro Caf menu

We are the caf & coffeehouse to have a wide range product.

We carry the highest quality fresh juices.

Come For Tasty, Stay For Healthy

Come For Tasty, Stay For Healthy

Coffee. Warm milk. Banana, macadamia

nut and vanilla syrups. Topped with

vanilla syrups topped with whipped

cream and almonds.

Rs. 275 Rs. 375

HOT COCA DRINKS

Hot cocoa with white chocolate and whipped cream.

Rich dark hot cocoa with whipped cream topping.

Rich hot cocoa and holiday spices. Topped with whipped

Rich chocolate and refreshing peppermint. Topped with

Oval tine Chocolate Malt and milk.

Come For Tasty, Stay For Healthy

HOT TEA (REGULAR) RATE

Orthodox Tea (Nepali)

Golden Flowers Herbal

Pleasantville Cheese cake made just for us by

Fresh scones, hot from the oven.

Black Forest chocolate-covered espresso beans

Best Ever Bakery Fancy Cookies

Exclusively from Longhorn Orchards, Corpus

Made fresh daily from Pleasant County lemons.

Protein Boost, Green Machine, Mango and Guava.

Come For Tasty, Stay For Healthy

special birthday cake

2.4 Competitors Analysis

Come For Tasty, Stay For Healthy

2.5 Problems and strength:

Come For Tasty, Stay For Healthy

Section III: The Target Market Profile

Local businesses executive

Section IV: Marketing Strategy

Cafe Marketing: Branding