BUSSINESS PLAN

THE COFFEE PROJECT

– 04/04/2022 –

By:

Nguyen Ngoc Van Trang

Do Thi Quynh Thy
Nguyen Ngoc Thao Vy
Pham Kim Ngan
Thai Kim Dung

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 Table of Contents
I. EXECUTIVE SUMMARY....................................................................................................4
A. Opportunity........................................................................................................................4
B. Expectations........................................................................................................................5
II. OPPORTUNITY..................................................................................................................5
A. Problem & Solution............................................................................................................5
B. Target Market....................................................................................................................6
C. Competition........................................................................................................................6
III. EXECUTION.....................................................................................................................8
A. Marketing plan...................................................................................................................8
B. Operations...........................................................................................................................9
IV. COMPANY..........................................................................................................................9
A. Overview.............................................................................................................................9
B. Team..................................................................................................................................10
V. FINANCIAL PLAN............................................................................................................11
A. Forecast......................................................................................................................................11
B. Funding Requirements................................................................................................................11
VI. APPENDIX........................................................................................................................11
A. Pro forma Income Statement..................................................................................................12
B. Pro forma Cash Budget..........................................................................................................12
C. Pro forma Balance Sheet.........................................................................................................13

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I. EXECUTIVE SUMMARY 
A. Opportunity

With modern life, which revolves mainly between school and work, being away
from nature and rarely enjoy travel, besides the emergence of the covid pandemic, it
also makes it difficult to travel and relax. For those who "love photography", this cafe
will be an interesting stop, as long as you have a companion, everyone will have a lot
of "genuine" photos. For those who simply want to find a new space, immerse
themselves in nature to relax and socialize, my cafe will be a good choice, a peaceful
place to live, without the noise of fatigue of the artificial elements that hurt your soul.

The cafe shop will be located in Da Lat city - which is famous for being cool,
attracting many customers who like to travel, relax and have a vacation. With an
abundance of customers from tourists, this place would be the ideal place to open a
cafe. Plenty of seating and a modern model combined with camping, Ratatouille
Coffee will appeal to the audience of caffeine-lovers and camping-lovers who want to
enjoy the social aspect of grabbing coffee in a unique atmosphere.

Our target customers are students, pupils, busy commuters, tourists from 16-40
years old (especially genZ and millennials) who want to find a place to rest, relax and
experience the camping cafe model with moderate to moderate prices.

The main competitors of the cafe are the old cafes with many customers, the
cafes with beautiful models and decorations, and the simple cafes with lower prices.

However, customers often consider the price, besides the quality of drinks and
services. Our shop will always ensure the best quality of service and drinks to satisfy
customers.

Our team is a young, dynamic startup group that is always looking for new
things, likes to turn challenges into opportunities for self-expression and always wants
to surpass themselves. Besides, our group also likes to bring healing, dispel fatigue
after school hours, hard working hours or bring joy to everyone. With our experience
as young people who love camping, traveling and coffee, we will be the most suitable
founder to make a coffee model of camping experience for everyone.

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 B. Expectations

(This data is taken from PRO FORMA INCOME STATEMENT below)

Financial Highlights by Quarter

500,000,000.00

450,000,000.00

400,000,000.00

350,000,000.00

300,000,000.00

250,000,000.00

200,000,000.00

150,000,000.00

100,000,000.00

50,000,000.00

0.00
Quarter 1 Quarter 2 Quarter 3 Quarter 4

Revenue Expenses & Costs Net Profit Net Loss

II. OPPORTUNITY 
A. Problem & Solution 

Coffee & Camping is a business model that provides two services at the same
time, allows customers to "drink coffee while camping" in an open space, closer to
nature. Different from the popular types of camping specializing in survival or just
having a tent and a few simple items, the form of camping cafe is more comfortable
and relaxing after a tiring time with work, study and life. With professional camping
materials, full facilities, delicious and quality food and drinks, customers come here
feel like they are in a real picnic, enjoy the sunset while watching the city lights up,...
with an economical price. Our goal is to bring change to the area while spurring
people to heal their heart.

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 Among the many beautiful
coffee shops in Da Lat, is there
anything in Ratatouille Coffee to
impress visitors? The answer is
probably the style and experience
that the coffee shop brings. This
place is built in the style of coffee
combined with camping. This model
is quite popular in foreign countries.
However, it is still new in Vietnam.

The model of camping cafe -

camping cafe was "born" to direct
customers closer to nature. Here,
customers also have the opportunity
to go camping in a short time
without having to go far from the
city. Ratatouille Coffee will offer
specialty coffees from roasteries in
the region that operate with a direct
trade model. The shop will offer the
standard specialty coffee drinks like
cappuccinos, lattes, macchiatos and
cortados, as well as shots of flavors
and a selection of milk alternatives.

B. Target Market
The Coffee's main customers will be people from 16-30 years old, who are
students from 11 high schools, 9 universities - colleges in Da Lat (according to
lamdong.edu.vn) and tourisms from anywhere. Our target is people who have a
passion for coffee and love to go camping, travel, love the freshness of nature, and
also people who need to heal their hearts. Come to us, they will have a good
experience of camping services as well as food and drinks at Ratatouille Coffee.

C. Competition
With long-standing and famous coffee shops, these will be powerful competitors
with loyal customers and acquaintances of the shop. Customers will tend to go to
"familiar shops" and rarely change places. And for customers who like "simple"
coffee just sitting and drinking coffee, they may be afraid to hear about coffee &
camping models - however Ratatouille Coffee still serves coffee at the table to drink.

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 Tui Mo To coffee is the main competitor which sells drinks like ours. Hoang
Hon Chieu and Makakamp in Da Lat both sell coffee blends but further than our
Coffee Shop and are indirect competitors with Ratatouille Coffee. Indirect
competition will also include at-home brew methods such as traditional coffee makers,
Keurig machines, Aeropress, and French Press. 

Due to the convenience of the Starbucks, Highlands, and some big coffee brands
drive-thru service and their early opening-hour, these franchises will likely continue to
dominate the market for working professionals who buy coffee on their commute into
work.

 Competitor Analysis:

Factor Ratatouille Strength Weakness Tui Mo To

Coffee
Products/ Especially High quality May not be Italian coffee,
Services coffee, milk tea, coffee, new suitable for Vietnamese coffee,
fruit tea and model those who are chocolate, tea,
some non-coffee looking for yogurt/juice, alcohol.
drink, camping food and drink,
coffee and do not like
the camping
model
Price 40.000VND- Affordable price, Makes less 40.000VND-
Range 55.000VND mid-range appealing to 75.000VND
suitable for users' low income
affordability earners
Business Help people Wide business May not appeal Nostalgic beauty of an
Model relax and have focus; present at to those old time, wide open
chill place, back local events, looking for a space, back to the old
to nature, above- nature's lover- fun, bustling period.
fair trade friendly cafe with edm
atmosphere music
Trade Da Lat On the hill, the Far from the Da Lat
Area view with lots of center, the way
clouds, far from to go a little bit
the noisy city. hard.

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  Our advantages 
- Meet as diverse as customer requirements: This novel F&B business model has
upgraded an ordinary coffee shop into a "full service" entertainment and entertainment
destination with a variety of services from dining, Camps, events, food and drink
prices, etc. Especially, in the context of the epidemic situation, when people face
many difficulties to go out of the city, the coffee & camping model will be a form of
travel that is both convenient and safe. Thanks to that, the coffee shop of the
rendezvous will continue to be a popular "popular" spot in the near future.

- Expanded customer target: Without restricting the target customer to students

or office workers, coffee & camping will be suitable for many different customers.
Young people will love the beautiful space to take pictures to check-in. This will also
be a great place for groups of friends and family to gather to talk, chill and relax,
relieve stress and fatigue of work and life.

- Abundant source of revenue: Besides the revenue from drinks, the camping &
coffee model also has other sources of revenue such as camping tent rental service fee,
brand's commercial photography fee, party service as birthday or music fee, ... at the
request of the customer. With the mentality of "traveling close to home", customers
also tend to spend more than when just going to a regular cafe. With a diverse and
flexible revenue stream, this business model will help shop owners make effective
profits.

III. EXECUTION 
A. Marketing plan

Ratatouille Coffee will manage

promotions largely through social
media and word of mouth. Our social
media manager will create posts on
Instagram aimed at the millennial
demographic, as well as Facebook to
spread awareness. These social media
sites reach a large portion of our
target market and are free tools to
use. Word of mouth will also be a
key in building anticipation before
the shop opens and spreads
awareness to our target market that is
not active on social media. 

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 Customers will receive a discount on their food or drink purchase for “check-in”
to Ratatouille Coffee on Facebook or following us on Instagram and Tiktok. Loyalty
cards will also be utilized to encourage repeat customers by offering a discount after
several purchases at Ratatouille Coffee. As our way of expressing gratitude to them,
customers will always receive a 10% discount on their drink or food purchase.

Ratatouille Coffee will take suggestions from customers and follow up on repeat
customers in the shop to find ways to make their experience better. Through quality
products and a friendly attitude, customers will feel confident and motivated to
become repeat customers, as well as recommend Ratatouille Coffee to their network
of family, friends, and colleagues.

B. Operations 
Ratatouille Coffee shop
is located at Doc 9, Trai Mat,
Ward 11, Da Lat city, Lam
Dong. From the city center to
here is about 9 km. Go in the
direction of National
Highway 20, pass Ve Chai
Pagoda for a distance of
about 2km, then turn right to
get to the shop. Visitors can
use Google Maps to locate
the restaurant for easy access.
Although a bit far from the
city center, this cafe is
located near many beautiful
destinations on Highway 20 such as Ve Chai Pagoda, Trai Mat hydrangea field. From
here, visitors can also combine to visit Cau Dat tea hill or train tunnel. With an open-
plan design, visitors can fully enjoy the feeling of being immersed in nature and
heaven when visiting here. No concrete walls, not much modern furniture. Everything
at the shop adheres to the most simple and rustic criteria. It is the vast open space with
the sea of clouds right in front of us that is the reason why we decided to open a
camping cafe here.

Technology, Equipment & Tools: As for the barista equipment, we will use
coffee machines, water purifiers, ice machines, refrigerators, blenders, juicers,...

With the criteria of being close to nature and relaxing camping, we will
minimize electronic devices that can affect the user experience and partly to save
costs. The modern devices we plan to use are wifi transmitters, decorative led lights,
glow filament lights in camping tents, light transmitters, heaters...

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IV. COMPANY 
A. Overview 
We are a group of 5 people who founded this cafe,
with the function and capital contribution of 4 people
contributing 13.33%, one person with 20%
contributions, and bank loans with 26.67% and the total
is 1.5 billion VND.

B. Team 
We have 5 people who are also managers of the
cafe. With the structure and size of the coffee shop, we
will have to hire about 4 staffs to serve at the coffee
shop.

Each of us will take on different management positions for the coffee shop:
Managing cash flow of the coffee shop (revenue and
Financial Management expenditure), tax rates, depreciation, inventory
reconciliation,

Photographing and posting pictures on Facebook,

Communication instagram, tiktok to communicate about the cafe,
Management Manage marketing promotions and customer response
through social media

Responsible for day-to-day operations, opening shop,

Store Management preparing drinks and food items, handling transactional
tasks, maintaining a clean work space

Human Resource Responsible for employee hiring, employee benefits,

Management rewards, employees as well as training and
extracurricular activities for employees

Product management Responsible for the food hygiene of the product, creating
new dishes, enriching the menu

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V. FINANCIAL PLAN
A. Forecast

By the end of 2021, Da Lat city has welcomed back nearly 30,000 visitors,
bringing the total number of tourists in 2021 to more than 1.97 million, of which
international visitors reached 17,000.
In the early days of 2022, Da Lat also welcomed over 55,000 visitors during the
New Year holiday, especially before and after the Lunar New Year, more than
200,000 people came here to visit and relax. On this occasion, the city was also
honored to be awarded the "ASEAN Clean Tourist City" award by the Association of
Southeast Asian Nations.
During February 2022, Da Lat tourism has not cooled down, always bustling
with tourists, especially on weekends. Da Lat city received the award "ASEAN clean
tourist city 2022." This is a title that helps the city's tourism industry to be more
attractive to welcome international tourists, especially potential ASEAN countries.
The habit of drinking coffee of Vietnamese people is like a beauty and more
attractive when enjoying a warm cup of coffee and feeling what they want behind the
hustle and bustle of life out there.

 Revenue by Month

Months in Year 1
180,000,000.00

160,000,000.00

140,000,000.00

120,000,000.00

100,000,000.00

80,000,000.00

60,000,000.00

40,000,000.00

20,000,000.00

0.00
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

(This data is taken from PRO FORMA INCOME STATEMENT below)

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 B. Pricing

Pricing for Ratatouille Coffee will be comparable to Tui Mo To. Our goal is to
maintain a 75% gross margin on coffee and food. Maintaining low materials costs and
a high gross margin.

Ratatouille Coffee will

purchase coffee from roasteries at
current specialty coffee wholesale
prices. Specialty coffee suppliers
provide higher-than-average
compensation for coffee beans that
are of the highest quality, in order to
reward the farmer for harvesting his
crop. The higher bean quality
warrants the extra price the buyer
pays per kg, and ultimately the
consumer pays per drink. Given
estimated monthly fixed costs of
17,500,000VND and an average
drink price of 50,000VND, break-
even sales per month total 1,000 sales.

C. Funding Requirements

Ratatouille Coffee total startup costs are estimated to be 1,500,000,000VND.

The business will be funded by 5 personal investments in the total amount of
1,100,000,000VND and a 400,000,000 commercial business loan from TP Bank. The
loan will be paid off over a 4-year period. This initial investment will provide enough
working capital to purchase all equipment and beginning inventory, as well as cover
any cash flow deficits during the startup phase. Ratatouille Coffee will operate in a
rented facility to keep capital investments low. Below is list of all startup costs that
will be covered with the 1,500,000,000VND.

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VI. APPENDIX
A. Pro forma Income Statement

B. Pro forma Cash Budget

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 C. Pro forma Balance Sheet

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 References
1. Porter, L. (2018, 05). Business Plan: The Coffee Project. ScholarWorks@UARK.

https://scholarworks.uark.edu/cgi/viewcontent.cgi?

article=1031&context=acctuht&fbclid=IwAR0Qann9yXsqIS6Yw_HI_2uHP_exzYllRwE

beyykIivQ8UVHPbzUkngiaoQ

2. SAMPLE BUSINESS PLAN: Moose Mountain Café. (n.d.). NH Small Business

Development Center. https://www.nhsbdc.org/sites/default/files/media/2020-10/moose-

mountain.pdf

3. Cafe cắm trại - mô hình “2 trong 1” thu lợi nhuận khủng ngành F&B. (2021, November

11). iPOS. https://ipos.vn/cafe-cam-trai/

4. Beautiful Da Lat in spring atmosphere - Nhan Dan Online. (2022, February 5). Vietnam.

https://en.nhandan.vn/pictures/item/11135502-beautiful-da-lat-in-spring-atmosphere.html

5. Da Lat to receive ASEAN Clean Tourist City award | Travel | Vietnam+ (VietnamPlus).

(2022, January 23). Vietnam Plus. https://en.vietnamplus.vn/da-lat-an-attractive-

destination-to-tourists/221108.vnp

6. Quán cà phê cắm trại Makakamp cafe ở Đà Lạt- nơi người ta được 'sống chậm' từng giờ.

(2021, June 21). Du Lịch Việt Nam. https://dulichvietnam.com.vn/quan-ca-phe-cam-trai-

makakamp-cafe-o-da-lat.html

No
Name Student ID Contribution
.
Nguyễn Ngọc Vân Trang
1 31201023689 100%
(Team leader)
2 Đỗ Thị Quỳnh Thy 31201024228 100%
3 Nguyễn Ngọc Thảo Vy 31201022170 100%

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 4 Phạm Kim Ngân 31201020613 100%
5 Thái Kim Dung 31201022118 100%

THANK YOU FOR

YOUR READING!

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