MARKETING PLAN

I. EXECUTIVE SUMMARY

KEY PERSON OF THE BUSINESS

Mapa coffee shop majority-owned by Albert J. Santa Ana Jr., Irene P. Bajo, Jenald Q. Pelario, and

Joan Cloid Herher holds a bachelor’s Degree in Hospitality Management from the University of

Central Philippines State University-Sipalay Campus. Owners will not be involved into the daily

management decisions at Mapa Coffee Shop. We will hire a professional manager who will oversee

all the coffee bar operations. Three full-time baristas will be in charge of coffee preparation. They will

hire two more part-time employees to fulfil the staffing needs. In the second and third year of

operation will add additional employees if and when needed.

KEY FUCNTION OF THE BUSINESS

Mapa Coffee Shop will cater to people who want to get their daily cup of great-tasting coffee in a

relaxing atmosphere. Such customers vary in age, although our location close to the University

campus and New Government Center means that most of our clientele will be college students and

faculty and government employee. Our market research shows that these are discerning customers

that gravitate towards better tasting coffee. Furthermore, a lot of college students consider coffee bars

to be a convenient studying or meeting location, where they can read or meet with peers without the

necessity to pay cover charges. For us, this will provide a unique possibility for building a loyal client

base.

LOCATION OF THE BUSINESS

Mapa coffee bar will be located on the ground floor of the commercial building at the front of New

Government Center and the highway’s side. The company has secured a one-year lease of the vacant

2,500 square feet. The lease contract has an option of renewal for three years at a fixed rate that Mapa

Coffee bar will execute depending on the financial strength of its business.
The floor plan will include a 200 square feet back office and a 2,300 square feet coffee bar, which will

include a seating area with 15 tables, a kitchen, storage area and two bathrooms. The space in the

coffee bar will be approximately distributed the following way–1,260 square feet (i.e., 55% of the

total) for the seating area, 600 square feet (26%) for the production area, and the remaining 440

square feet (19%) for the customer service area.

HOW THE BUSINESS WAS FROMED

MAPA is a privately held corporation. It is registered as a LLC Corporation, with 25% ownership

shared by Albert J. Santa Ana Jr., 25% ownership by Irene Bajo, 25% ownership by Joan Cloid

Herher, and 25% ownership by Jenald Pelario. They will share management responsibilities with final

decisions when there are conflicts of opinion.

PURPOSE OF ITS MARKETING PLAN

 Attracting new customers: One of the primary purposes of our marketing plan is to attract

new customers to our coffee shop. By developing effective marketing strategies such as social

media campaigns, flyers, and discount offers, we can increase our visibility and attract

potential customers to our business.

 Building brand awareness: A marketing plan can help us to build brand awareness by creating

a strong brand identity and promoting it consistently across all marketing channels. This can

help to establish our coffee shop as a unique and recognizable brand in the market.

 We aim to maintain an industry-standard 60% gross profit margin and reasonable operating
expenses, and to produce reasonable profits in the second and third year.

FUTURE PLANS FOR OUR BUSINESS

Expansion: We will use the return revenue: move into a space that has enough room for a coffee

service. renovation, buy all the equipment we need to set up, and decorate as well as train our people

to give really good service.

II. COMPANY’S DESCRIPTION, MISSION, VISION, AND VALUES

HISTORY OF THE BUSINESS

MAPA is a privately held corporation, was founded in 2023 by Albert J. Santa Ana Jr., Irene P. Bajo,

Jenald Q. Pelario, and Joan Cloid Herher holds a bachelor’s Degree in Hospitality Management from

the University of Central Philippines State University-Sipalay Campus. The idea for the business

came about when we noticed a gap in the market of coffee shop for a student’s consider coffee bars to

be a convenient studying or meeting location, where they can read or meet with peers without the

necessity to pay cover charges. For us, this will provide a unique possibility for building a loyal client

base. It is registered as a LLC Corporation, with 25% ownership shared by Albert J. Santa Ana Jr.,

25% ownership by Irene Bajo, 25% ownership by Joan Cloid Herher, and 25% ownership by Jenald

Pelario. We will share management responsibilities with final decisions when there are conflicts of

opinion.
MISSION

Employee training to insure the best coffee preparation techniques. These will be measured by word

of mouth, return customers, reviews on Facebook and Instagram. We will be very aware of what is

being said and will be making constant changes to make sure our customers know they are being

heard.

VISION

We plan on running a social media campaign. We will be running a Twitter, Facebook, and Instagram

campaign. We want our clients to let us know their favorite coffee. We also encourage our customers

to share positive reviews with each other and will address any negative reviews we see. We always

want to make our service and our coffee better.

VALUES

Quality is a key value of Mapa Coffee Shop, as customers expect high-quality coffee and food

products. This means using premium ingredients, investing in top-of-the-line equipment, and training

staff to consistently deliver excellent products and customer service.

Innovation is another key value of Mapa Coffee Shop, as the industry is constantly evolving. This can

mean experimenting with new coffee blends and brewing methods, offering unique food items, or

incorporating technology to improve the customer experience. By staying ahead of the curve and

offering something new and different, Mapa can attract and retain customers in highly competitive

market.

OBJECTIVES

We aim to maintain an industry-standard 60% gross profit margin and reasonable operating expenses,
and to produce reasonable profits in the second and third year.

III. MARKET AND COMPETITION

SWOT ANALYSIS

Strengths:

 A unique and high-quality product that is in demand for a students, tourist, daily commuter,

government employee, and local residents of Baranggay Gil Montilla.

 A prime location that is easily accessible to customers.

 A loyal customer base that enjoys the coffee and the atmosphere.

 A well-trained and knowledgeable staff that can provide excellent customer service.

 Loyalty programs that work with android and IOS and other mobile phones, which is the

preference of our market.

 We will be running a social media to encourage our customers to share positive reviews with

each other and will address any negative reviews we see.

Weaknesses:

 Competition: the coffee shop industry is highly competitive, with many established chains

and independent shops.

 Cost: the cost of equipment, supplies, and rent can be high for a coffee shop.

 Staffing: High-quality is essential for a coffee shop, but finding and retaining them can be a

challenge.

 Seasonality: Coffee sales may fluctuate depending on the season and weather.

Opportunities:

 Expanding the menu to include food items the compliment the coffee offerings.

 Offering additional services, such as catering or coffee delivery.

 Increase marketing efforts through social media or partnerships with local businesses.

 Expanding the business to other locations or franchising.

Threats:

 Competition from other coffee shops in the area.

 Economic downturns that could lead to decreased sales.

  Changing consumer tastes and preferences.

 Increase in the cost of coffee beans or other supplies

IV. TARGET CUSTOMER

Mapa Coffee shop customer base in Gil Montilla, Sipalay City is comprised of five (5) target groups.

 Tourist. More than 50,000 tourists visited Sipalay City every year. Most will pass the Mapa

coffee shop location. Tourists come to Sipalay City for the beaches, delicacies, and dining.

 The Daily Commuter. Someone traveling to or from work, out resorts, delivering goods or

services, or just out for drive.

 Students, faculty, and Staff. The Sipalay City is home to a Major branch of the State

University as well as public schools, including prestigious private schools and academies as

close to 5,000 students and another 400 – 500 faculty and staff. Our main market will be

students, faculty, staff, and nearby residents. Students, most of whom are under the drinking

age, have few places they can go to meet their friends. Coffee has proven to be very popular

with students. Students need not just coffee, but also a place to meet comfortably, have a

group discussion, or just sit quietly, work, read, and socially connected.

 Government Employees. These groups have been chosen because of their geographic

location as well as their income levels and lifestyles.

 Local residents. Approximately 4000 people live in Brgy. Montilla many of these will stop

where they can socialize with each other in a comfortable and relaxing environment while

enjoying the best brewed coffee or espresso

V. MARKETING GOALS

GOALS

 Product quality: We think our customers will appreciate quality: Food and coffee-based

beverages are our products. They must be of the high quality and value. We buy they pay, we

will watch inventory and make sure that it turns over before the food goes bad.

 Service: Our patrons are paying to have a good time. Their experience will suffer if service is

not of the highest caliber. Each member of the staff will be courteous, efficient, and attentive.

These will be measured by word of mouth, return customers, reviews on Facebook and

Twitter. We will be very aware of what is being said and will be making constant changes to

make sure our customers know they are being heard.

 Management: Proper inventory, employee management, and quality control is central to our

business. We will keep a very close eye on our business operations so that we can keep our

prices competitive.

OBJECTIVES

We will engage in an ongoing aggressive marketing strategy that will help us establish profitability

quickly and set the stage for continual growth.

TIMEFRAME

Long term: We aim to maintain an industry-standard 60% gross profit margin and reasonable

operating expenses, and to produce reasonable profits in the second and third year.

VI. MARKETING STRATEGY

In order to build up its client base, MAPA will use some strategic banners and flyers during the

launch period, utilize customer referrals and cross-promotions with other businesses in the community

from time to time, and loyalty programs that work with android and IOS and other mobile phones,
which is the preference of our market. We plan on running a social media campaign. We will be

running a Twitter, Facebook, and Instagram campaign. We want our clients to let us know their

favorite coffee. We also encourage our customers to share positive reviews with each other and will

address any negative reviews we see. We always want to make our service and our coffee better.

VII. MARKETING BUDGET

MARKETING STRATEGY

 Banners and Flyers

 Social Media

 Loyalty Programs

Pre-launch Launch 1st Month Ongoing

Soft Opening Expenses 10,000
Banners and Flyers 5,000
Social Media 5,000
Grand Opening Expenses 15,000
Banners and Flyers 5,000
Social Media 5,000
Payroll ( Product 10,000
Marketing Manager)
Social Media 5,000
Payroll (Product 10,000
Marketing Manager)
Social Media 5,000

TIMEFRAME

1. Pre-Launch (1-2 months before opening):

We created a social media page and start sharing pictures of our space, as well as teasers of

what our menu will look like. We also consider running a pre-opening event, where we invite

people to come and try our coffee before we officially open.

2. Launch (First week after opening):

 We make sure that MAPA grand opening event will attract attention and foot traffic. We can

offer special promotions like discounts or free drinks to entice people to visit our coffee shop.

We also advertise our opening through local media outlets and community groups.

3. First Month:

After our grand opening, we will continue to promote our coffee shop through social media,

local print media, and online advertising. We also run a loyalty program of referral program to

encourage repeat customers and word-of-mouth marketing.

4. Ongoing

We keep marketing efforts going strong by regularly posting on social media, updating our

website and menu, and offering seasonal promotions or specials.

Note: We will hire a professional product marketing manager who will responsible for ensuring that

the products are marketed correctly and that they reach the right target audience and also creating and

implementing marketing strategies that will help to increase sales and revenue.

VIII. APPENDIXES

Loyalty Program
BANNERS AND FLYERS