BUSINESS PLAN

STUDYOCITY CAFÉ HUB

by BookPresso Co.

Ateneo de Naga University

CBAR101: Fundamentals of
Business

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 TABLE OF CONTENTS
Title Page 1
Table of Contents 2
Executive Summary 3
Company Description 4
Product/ Service Plan 4-8
Market Plan 8-10
Operational Plan 10-12
Financial Plan 12
Logo 13

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 EXECUTIVE SUMMARY

In present students and professional are struggling to find a place where they can study and do
their research faithfully. With many distractions in the city, it is really hard to focus and
concentrate. With the present problem. BookPresso Company under the ownership of Ana Marie
Antones, the company started the Studyocity Café Hub. A place where customers can take their
coffee, relax, study, do research and conferences. The café hub has five employees and located at
Ateneo Avenue, Panganiban Drive, Naga City.

Studyocity Café Hub offers variety of service from which the customers can choose from. Prices
were set accordingly and affordably. The café wanted to make that having a perfect place for
studying is not really expensive. Different services were named such as: Reserve me a seat, sit
next to me, groupie and conference room. Other amenities were offered as add-on or as perks for
availing the service. Exciting perks that the café offers are: nap room, shower are, library,
groupie nap room and unlimited coffee, water and snack. Also, the café is open for drinks and
snacks. The following pricing strategies were used: Price penetration, bundle pricing and
product-form pricing. The café hub will use different social media platforms in promoting their
product and also do the direct marketing by providing coupons and discounts.

BookPresso Company allotted P 2,000,000.00 for this business venture and has contingency
plans in the future. In present the café strive to meet its goal and avoiding losses.

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COMPANY DESCRIPTION

Overview

Studyocity Café Hub is under BookPresso Co., owned by Archer Riego, sole proprietor. The
café is the newest venture of the company and is classified under food and service industry.
BookPresso Company owned numerous cafes here in Bicol Region. The company’s owner made
it successful through her knowledge in business, training and skills in food service industry and
her enthusiasm to coffee and the like. The Studyocity Café Hub is a place where students and
professionals can study, read, conduct meetings and relax after a long tiring day of reviews and
presentation.

The name Studyocity is a combination of the word’s “study” and “city”, which gives the
connotation to study in a city, but since city life is quite noisy and chaotic, the word café was
added to give the vibe of relaxation and chill. Amenities are available in the café for each
customer to enjoy. The café will be located at Ateneo Avenue, Bagumbayan Naga City. The main
reason for choosing that location is the presence of two big universities across. Also, it is still
accessible to other universities and colleges in the city.

Number of Employees

The café has a total number of five (5) employees namely: Manager, Cashier, Barista, Kitchen
Personnel, Café Attendant (for different amenities offered by the café such as photocopy &
printing etc.)

PRODUCT/ SERVICE PLAN

Coffee shop industry has been dominating the market for the past year. It is a combination of
aesthetics and taste. It serves as a place of preparation and relaxation. It has been observed that
many students and professionals alternatively go to cafes or coffeeshops to have their reviews,
research, group meetings and even conducted business presentations, but due to many café goers,
sometimes privacy and productivity has been compromised. To add up, not all café provided
WIFI access to customers and electrical plugs for charging of devices. Also, some cafes do not

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allow customers to stay too long for just a cup of coffee and in the same manner some café goers
also felt ashamed of doing so.

With these present problems, the company innovate something that will address the needs of the
customers. It has the goal of sufficing the lacking areas in the service of cafes in present. The
café hub will be a combination of luxurious smell of coffee, chill music and place to boost the
spirit of diligence for students and professionals. The café is fully airconditioned and has WiFi
connection, it also offers unlimited coffee, water and snacks.

The following are products and services that the cafe hub will offer:

I. STUDY SPACE
a. Reserve me a Seat

It is an individual study space perfect to those who wanted to work or study alone. Each
customer has a cubicle, this is to give customers the privacy that they need. The customer
may opt to rent/ pay for their personal study desk, which means the seat will be reserved
to them. This is to ease their worry of losing a seat in the hub. Each cubicle has mini
drawers under the table. Electrical sockets, WIFI connection and good lighting are
provided.

Another individual study space is classified as premium study desk, it has small cabinet
with lock, lighting, electrical socket and WIFI connection. In addition, it has a curtain
which the customer can draw to concentrate on studying. The superior study desks are
inside an airconditioned room located at the second floor.

b. Sit Next to Me

This seat is perfect to those who has a study buddy. It’s a two-sitter couch good for two
persons. Each desk has a mini drawer under and a coffee rack to each opposite side of the
desk.

c. Groupie

This is an airconditioned mini-conference room perfect for group meetings. It has as a

long table and eight chairs. Coffee and snack counter is also inside the room. Electrical
sockets are available and WIFI connection is fast. This is beneficial because they can

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 have a private space to discuss and brainstorm without disturbing other café goers who
are also studying.

d. Conference Room

This is perfect for presentations and business meetings. The conference room has a
television, podium, a microphone and speaker. Aside from long table, and ten (10) chairs,
coffee and snacks table is also located at the left side and water dispenser is also
provided. In addition, conference rooms have a comfort room inside.

Availing any of these services are entitled of unlimited coffee, snacks and water.

II. CAFÉ
The café is located at the ground floor. It is the main counter of the hub. Drinks are in
different variant from cold to hot, from teas and shakes. Sweet and pastries are also
available. The café hub also serves pasta and the like. The café bar is where one can take
a break and take a sip of coffee. The customer can also request for demonstration of
coffee preparation to the barista.

III. RELAXATION AREA

a. Shower Room

The café has a two shower rooms, it is male and female. The shower rooms has 6 cubicle
each where customers can take a bath and freshen up.

b. Nap Room

It is a big room divided into cubicles. Each cubicle has a single bed and medium size
pillows. The nap room is located at the second floor of the building. Nap room was
created for the customers to take rest or power naps. Each cubicle has a curtain to cover
the space. Strictly no two occupants are allowed inside the cubicle, this is to avoid any
unnecessary or mischievous act that may happen and also the cubicles are designed for
one person only. This is also to avoid compromising the rest that each customer deserves.

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 To those who availed groupie room, they have designated nap area . The group can nap
together or may opt to do their brainstorming and discussion in the nap area, 8 couches
were provided inside.

To those who cannot avail of the bed in the nap area, they can use the recliners available.

IV. OTHER AMENITIES

a. Library

The café hub has a mini library with limited selections of books. Borrowing of books
from the library is free. The mini library aims to help the student with some of their
academic needs and some is for entertainment purposes.

b. Photocopy & Printing

Printer and photocopy machine are available at the café hub, this is to give convenience
to the customers in printing their outputs or getting a copy of certain documents.

c. Locker

The café also offers a limited number of lockers where customers can keep their things.
But the customer can change it to his/her preferred lock. Lockers are available to all;
however, a waiver form will be signed before availing. This is to state that the café hub is
not liable to any loss that the customer might experience.

PROCESSING

Queuing

The challenge that the café hub may experience is the accuracy of time. To avoid
dishonesty among customers, each desk and room has a beeper installed. The time was
set for specific beeper installed in the table. The beep will not stop until the customer will
approach the counter for checkout or another extension.

CCTV cameras were installed except for the shower room. Nap room will only have one
camera installed, it will be place upon entrance of the room. Cameras were installed for
safety purposes and not for invasion of privacy.

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 Orders

Upon check-in to the café hub, the customer can choose his/her preferred drinks and
snacks available for the service being availed. Since the café is offering unlimited snacks,
coffee and water, the customers are encouraged to get on their own in the refill station
designated. Each floor of the building has a refill station for coffee, water and snacks.
Customers are also encouraged to bring their own water bottle or thermo bottle for their
refill, it is to lessen the waste and use of disposable materials that is not good for the
environment.

Store Policy

The café hub will allow customer to take their coffee and snacks for dine in and take out.
There are available seats to those who wanted to dine but they should follow the store
policy on being discreet because the place is primarily for studying and not for having
loud chitchats.

Also, other amenities are not available to customers who did avail the service. These
other amenities are considered add-on or perks from availing the service.

In terms of WIFI connection, the café will only provide one WIFI voucher for each
customer available for one device only. WIFI connection is not available at nap areas
except for groupie nap area. This is to make sure that customers will purely rest and not
to scroll their devices.

Customer can use the nap area anytime of the day but the maximum number of hours that
the customer can take a rest is only 3 hours. Because the purpose of the nap area is to take
power naps after taking a lot of reading and reviews, the management want to make sure
that each customer becomes productive and serve the purpose of coming to the café.

MARKET PLAN

Target Market: Student ( Senior High School to College and Professionals)

Product

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 As discussed above, the café hub wanted to offer a service that is not yet available here in
Naga City, the cozy environment that each student and professional wished to have. The
service aims to help each customer to be productive, to feel at ease and to be successful
on their academic and professional endeavors.

Price

Prices were set according to the service being availed. The management made sure that prices
were very especially to the students. Below are the prices that the café hub will follow.

a. P 88.00 for one hour and thirty minutes

Inclusions: Basic study desk, electric sockets, WIFI access, drinks of choice, unlimited
coffee(refill),water and snacks.
Additional fifty pesos (P 50.00) if they want to avail the premium study desk.
b. P 288.00 for 4 hours
Inclusions: Basic study desk, electric sockets, WIFI access, drinks of choice, unlimited
coffee(refill), water and snacks. Access to library and nap room.
Additional fifty pesos (P 50.00) if they want to avail the premium study desk.
c. P 488 for whole day stay (from 8am – 8 pm)
Inclusions: Basic study desk, electric sockets, WIFI access, drinks of choice, unlimited
coffee(refill), water and snacks. Access to library, nap room, shower area and photocopy and
printing.
d. P 3,888.00 for one month plus membership to the café
Inclusion: RFID, access to all amenities available.
Perks : Availment of premium study desk as personal study space, meaning other customers
cannot use it. 5 coupons will be given namely: 2 coupons ( drinks & snacks), the drink &
sancks available will be set by the café each month, 1 extra WIFI voucher available for
another device, Personal nap area, 1 mystery voucher depending on the café available promo
of the month ( example: conference room availment for 4 hours in a specific date).

GROUP :

a. Groupie (mini-conference room)

i. 1,108 for 4 hours

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 ii. 2,108 for whole day stay ( from opening to closing)
Good for 4-8 persons
Inclusions: Mini-conference room, use of groupie nap area, drink of choice, unlimited
water, coffee and snacks. Photocopy and Printing Machine (provide their own paper),
Shower room.
Note: No two persons can use the nap area together, it should be three or the whole
group.
Should the group decide to use the nap area for discussion, no drinks and food will be
allowed inside.
b. Conference Room
i. 3,188 for 5 hours
ii. 5,188 good for 8am – 8 pm

Inclusion: Can use all the available equipment inside the conference area. Outside food is
also allowed.

PRICING STRATEGIES

Price Penetration

Prices were set at a low price to attract customer and to continuously avail the service,
once customer loyalty was attained price increase will not be hard.

Bundle Pricing

Service provided was bundled with products or amenities available to the customers.

Product-form Pricing

Customer will pay prices according to the form of services they wanted to avail.

Place

The café hub was designed to be the best place for studying and relaxation. The location was
chosen due to its accessibility to the café’s target market.

Promotional Mix

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 Advertising

The most effective form of advertising to reach its target market is through social media
platforms.

The café hub will create its own account to Instagram, Facebook, YouTube and Tiktok are
the social media platforms that the café hub will use. Also paid advertisement will be
posted through these social media platforms.

Direct Marketing

Coupon

The café hub will hub coupon for discounts and promos for every examination. This is to
attract more customers to come.

Public Relations

This is very common nowadays; the café hub will be collaborating with some local
content creators to try the service of the company. One example is PASO, a student from
Calabanga, Camarines who’s known for giving funny lines in her videos.

OPERATIONAL PLAN

The following is sequence is the hierarchy of management the company will follow:

a. Manager
- Reports to the owner of the company
- Responsible for the whole management of the café, see to it that the needs and wants
of the customer will be provided. Responsible of keeping the money in vault and also
in depositing the revenue for the month.
b. Cashier –
- Reports to the manager
- Responsible of the cash, remits the money to the manager at the end of each day.
c. Kitchen Personnel –
- Reports to the manager

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 - Prepares the snacks and other special orders of the customer
d. Barista

- Reports to the manager

- Prepares the drink of the customers

e. Café Attendant

- Reports to the manager

- The runner, the one who attends to the need of customer such as usage of photocopy and
printing machine.

FINANCIAL PLAN

BookPresso Company will allot P 2,000,000 as an initial capital for Studyocity Café

Breakdown:

Legal: P 200,000

Rent: P 300,000 for 6 months

Equipment: P 500,000.00

Furniture/ Fixture: P 500,000 including the books and the design of the café

Promotion: P 100,000.00

Contingency Fund : P 500,000.00

For the next three years

The company will be innovative as always, to earn more income in the future. If the company
experience possible losses, it will take a bank loan to suffice and go on with the operation. With
these, the company see the worst scenario that might happen in the future.

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LOGO:

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