BUSINESS PLAN

Meghan Keating, Sansi Roth, Blake Blumenshine

Mountain brew coffee co. | South Tampa

TABLE OF CONTENTS
Executive Summary.................................................................................................................2
Business description................................................................................................................2
Market Analysis......................................................................................................................2
Management and Operations.................................................................................................3
Marketing...............................................................................................................................3
Funding and Financial Projections...........................................................................................3
Appendix.................................................................................................................................4

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2/27/2020 MEGHAN KEATING, SANSI ROTH, BLAKE BLUMENSHINE
EXECUTIVE SUMMARY
Our brand-new coffee shop has much to offer the local downtown community. We take pride in how we run our
business and how we offer an enjoyable experience to anyone who chooses to visit our shop. Our cozy atmosphere
creates the mountain cabin experience that many people search for. Since seniors are the biggest coffee
consumers, we chose to create an environment that would benefit all age groups, not just young adults.

We chose to keep our shop open on Mondays through Fridays from 7am to 11pm so that customers with varying
schedules will have the option to come by for a cup of coffee. We are currently employing 2 managers and 16
servers. This means that there will always be at least 1 manager and 2 servers working if not more. Our managers
who will each be working 40 hours per week will be paid $600 dollars weekly. Our servers will be getting paid $8.75
per hour and will each work a total of 10 hours per week. We have decided to purchase new country themed
furniture for our shop in order to fit the theme of our brand. We also purchased $6,000 a high-tech Auto-four
coffee machine in order to produce coffee in an orderly and timely fashion.

We believe that the best way to bring in customers and to keep them interested in us is by using social media. We
also are going to hire some young adults with a social media presence in order to promote our shop and draw
positive attention to us. We are also developing our own social media page in order to get involved with the
community and grow our business. Along with the use of our social media page, we will set up promotional deals
for our followers which will encourage engagement on our page and grow our following.

BUSINESS DESCRIPTION
The Mountain Brew Coffee Co. is a new age coffee shop located Downtown off Main and 2 nd street. Mountain Brew
Coffee is perfect for any situation, whether that be a quick stop in between shopping, enjoying a cup of Jo with
your significant other, or joining your friends to satisfy your coffee cravings. Our vision is to bring home, work, and
leisure together to create the Mountain Brew Experience.

MARKET ANALYSIS
According to Business Insider, the coffee industry is worth more than $100 billion dollars worldwide, and the
exporting side of the industry makes around $20 billion dollars. Worldwide, humans consume over 500 billion cups
of coffee annually. The average coffee consumption among coffee drinkers in the U.S. alone is 3 cups per day.
According to disturbmenot.co, “74% of Americans aged 55+ drink at least one cup of coffee every day.” Therefore,
seniors aged 55 and up are the biggest consumers of coffee.

Many large chain coffee stores can be found in thousands of locations all throughout the U.S. For example,
Starbucks can be found in over 13,000 locations in the U.S. alone. Due to this, many coffee drinkers choose the
easy access that big chain companies have to offer. However, many coffee drinkers would agree that local coffee
shops offer a more comfortable and unique environment that make for a more memorable experience.

Taking all of this into account, our coffee shop will cater to both seniors and the college students in the
surrounding area.

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MANAGEMENT AND OPERATIONS
Mountain Brew Coffee Co. will be open every weekday Monday through Friday. The hours will be from 7AM to
11PM, which will help accommodate both early risers and night owls. We will hire 2 managers, who will each work
40 hours a week and get paid $600 per week. We will also hire 16 servers and each server will work 10 hours a
week and be paid $8.75 per hour. With this number of employees, there will be at least 2 servers and one manager
working each shift. Depending on how busy the shop gets after it opens, we may have to hire more servers to help
keep things efficient.

To start up our business, we will purchase new country themed furniture for $4,000 to help style the shop and
make it fit our brand. We will also purchase the Auto-Four coffee machine for $6,000.

MARKETING
We will be reaching our customers through the use of hiring techniques and social media. We will hire people with
a large social presence, and who have the ability to influence media users through their content. We hope to have
them use their social media presence to advertise our Coffee shop through their posts and Instagram/Snapchat
stories. Along with that, we will also have promotional deals set up on our very own social media pages to help
increase sales and encourage involvement among our consumers.

FUNDING AND FINANCIAL PROJECTIONS

The starting price for a medium cup of coffee will be $3.20. Based on our price and using the table of the weekly
demand from the previous coffee shop, Pat’s Coffee and Chocolate, we estimated our revenue for our first 6 weeks
of business. Since we are a new business, we will most likely start off with fewer cup sales than Pat’s. We hope by
our second week that more people will check out the new local coffee shop and purchase a cup of coffee. Based on
the table from Pat’s Coffee and Chocolate, we are estimating that the sales will start to vary by a few cups after a
few weeks, and maybe even decrease. If this happens, we will start to do more marketing campaigns to try to turn
it around so that our number of cup sales will increase again. We need to sell at least 850 cups so that we make
enough to cover weekly salaries. If we sell less than that, we will need to increase our prices to make up for it.

Week Starting Cup Sales (M-F) Price Revenue

March 2nd 850 $3.20 $2,720

March 9th 1100 $3.20 $3,520

March 16th 1060 $3.20 $3,392

March 23rd 1040 $3.20 $3,328

March 30th 1050 $3.20 $3,360

April 6th 1080 $3.20 $3,456

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APPENDIX

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