Table of Contents:

Section I: Executive Summary

Section II: Company Description
a. Company Description
b. Company History
c. Mission & Vision
d. Products and services
e. Legal status and ownership
Section III: Industry Analysis
Section IV-A: Market Analysis
a. Target Market
b. Advertising
c. Market size and trends
d. Location
e. Pricing
f. Distribution
g. Competitor Analysis
Section IV-B: Marketing Plan
a. Overall marketing strategy
b. Product, Price, Promotion, and Distribution
Section V: Management Team and Company Structures
a. Organizational Chart
Section VI: Operations Plan
a. Operations Functions
Section VII: Product Design and Development Plan
Section VIII: Financial Projections
Section I
Executive Summary:
We plan to serve high-quality coffee and snacks that’s not served in traditional way but served
in a new idea of shop. We'll be using a truck as a food/coffee shop. This idea will surely be loved
by customers because of the creativity and new to their eyes. We’re also located in areas that
have views like Tagaytay, Batangas and Rizal (Other areas are to be announced) So, this is
perfect for people who travel in these places. You can drink your coffee while enjoying the
overlooking views. Our primary items will be higher-quality drinks including espressos,
cappuccinos, lattes, desserts, and snacks, including healthy options too.

Section II
Company Description:
Coffee on wheels is a mobile coffee shop that aims to serve a high quality of coffee and snacks
in a creative and convenient way that makes us unique. Our menu is a little pricey, but this will
surely be worth its price. We’ll make sure that our ingredients we use for our coffee and snacks
and healthy foods are totally freshly made. We’ll also make sure that we’re hiring a
professional, kind and humble staff. We are looking forward to our business to grow sooner or
later because of our loyal customers and also because of having branches.

Company History:
We got inspired by other countries coffee trucks, coffee trailers, portable coffee kiosks, and
coffee trike businesses. And then, we think. What if we do the same? With a little money in our
hands, we bought a used but not abused (second hand) truck/van and we customized it and
transform to a kitchen type for the interior and for the exterior, it looks like a mini kiosk that
people can sit in front of the truck/van while enjoying the coffee and the aesthetic, creative
vibes of our mobile coffee shop.

Mission:
We aim to full our customer’s stomach with our authentic and delicious food and satisfy their
eyes as well with the great ambiance.
Vision:
To be the number one and well-known mobile coffee shop not only in the Philippines but
Worldwide.

Products and services:

Our company offers authentic coffee drinks, in our menu, we serve different types of coffee.
you can choose from americano (water, espresso shot) 149 php, caramel macchiato (An
espresso shot topped w/ milk, vanilla, and rich caramel) 169 php, latte (an espresso shot mixed
with milk and syrup) 159 php, cappuccino (foamy milk, espresso shot) 159 php, and mocha 169
php. You can also choose if you want your coffee to be hot, iced +10, frapped.
For our snacks we have pastries like french toast, (bread dipped in a batter of egg and milk and
sauteed until brown, usually served with syrup, and sprinkled with cinnamon powder) 115 php
pork floss 75 php, croissants 65 php, cookies, 65 php, and donuts 65 php. We also have pastas;
tuna aglio olio (pasta sauteed in garlic, oil, and mildly spicy tuna) 225 php, chicken alfredo 225
php and lasagna 250 php. We also served sweet desserts; blueberry cheesecake 115 php,
brownie 65 php, carrot cake 115 php, and ube cake 115 php. We also have garden salad (mixed
lettuce with chicken, balsamic vinaigrette 199 php.

Legal status and ownership:

Coffee on wheels has selected the partnership as its formal legal entity; each partner
contributes to all aspects of the business, including money, property, labor or skill. In return,
each partner shares in the profits and losses of the business. Coffee on wheels will be managed
by two founding partners. Alannah is responsible for managing finances, stock management,
while Samuel is responsible for customer relations and staff management.

Section III
Industry Analysis:
The coffee shop industry has grown faster than other industries since people are looking for a
place that they can catch up with friends, or to have some alone time while enjoying their
coffees. Coffee shops with aesthetic vibes are popular for millennials because they love to
capture and post it on their social medias like Facebook, Twitter and Instagram.
But even though many coffee shops are being built, Starbucks is still the most popular coffee
shop chain because of their high price but high-quality products.
There are three influential key success factors and activities that will contribute to the
accomplishment of Coffee on Wheel’s goals. These factors include; our ability to select the best
location(s), consistency, and good marketing.

Section IV-A
Market Analysis:

Target Market

9%
10% Tourists
Coffee Lovers
Drip coffee Drinkers
Whole Bean Buyers
23% 59%

When it comes to our target market if focuses specifically on tourist, coffee lovers, drip coffee
drinkers and also some whole bean buyer customers. Since our coffee shop is a coffee truck
shop, we are not located on one location. Therefore, we are an all-around coffee truck shop
wherein we have a different location and to be specific in a tourists spot locations.

Advertising:
These are the examples of our marketing tactics on how we promote and advertise our
products. Our goal is to reach people most likely to be willing to pay for company’s product and
service.
Market Size and Trends:
A customer can spend a minimum of 65 php. and maximum of 250 php. to afford our products,
it depends if the customer will avail all of the products in the menu board. Also they are not
only paying for the products but also to our good service.

Location:
We don’t have a specific location since we are a coffee truck shop, we have a different location
and to be specific our destinations are tourists spots like tagaytay and batangas. That’s why in
our target market, tourists are our main customers.

Pricing:
Our products may quite expensive but we can assure our beloved customer that the food and
beverages we serve are high quality and good tasting foods, that customer will come back and
purchase again.

Section IV-B
A: Overall Marketing Strategy:
To promote our business, we will use print ads and word of mouth. We will target the bikers,
people who like to unwind, adventurers, morning people. Our business will be loved by our
future customers since our main product is coffee which is popular now and a lot of people love
to drink coffee. We will especially pick an overlooking views with a cozy weather for them to
enjoy our coffee while drinking it and eating our foods. We will use a quality product to make
our coffee product and also it will be healthy since it is fresh. We will provide a new and
innovative coffee and food product different from traditional ones available in the market. Our
coffee is made from the finest ingredients despite the prices of our product, we will make sure
that it is affordable compared to established brands. High level of service to the customers,
which results in contingency and generates the highest profit of the business. To meet the
satisfaction of customers even if it's paid or unpaid messages to customers. The product of
Coffee on Wheels will satisfy the customer.

B: Product, Price, Promotion, and Distribution:

Product
The coffee on wheels will produce a variety of coffee and foods with healthy ingredients that is
stated above. The business owners decided to produce this business because of the popularity
of coffee nowadays.

Price
The price for coffee is around 100-170 pesos with a selection of Americano, Caramel Macchiato,
Latte, Cappuccino, and Mocha. The price for pastries ranged from 60-115 pesos with varieties
of French Toast, Pork Floss, Croissant, Chocolate Chip Cookie, and Donut. For the salad and
pasta, we decided to value it around 200-250 pesos with different kinds of pasta like Tuna Aglio
Olio, Chicken Alfredo, Lasagna, and Garden Salad. And lastly the prices for our desserts range
from 65-115 pesos with a selection of Blueberry Cheesecake, Carrot Cake, Brownie, Ube Cake.
Promotion
print ads, word of mouth is the kind of promotion that will be used in our operation in
promotion of the Coffee On Wheels. We decided to use print ads or flyers since it is a
traditional way to promote the business despite the expenses we will use to make our flyers,
we will make sure that it is eye pleasing for our future customers. And also we will use the word
of mouth but this will be the later part of our service. If our future customers liked our products
or service, then word of mouth will happen.

Distribution
We decided to use direct selling to our customers because we are using a truck to operate our
business which is Coffee On Wheels.

Direct selling
producer consumer

Section V
Management Team and Company Structure:
Coffee on truck will have professional leadership and commitment required to become a
premiere local coffee shop in Cavite.

Senior management
Alannah started the idea of coffee on wheels she has a business degree from Ateneo De Manila
University and have successfully worked at local coffee shops perfecting and earning experience
alongside her good friend Samuel and after years of earning experience Alannah and Samuel
decide to open up their own coffee shops on wheels.
Aside from Alannah and Samuel, they will employ the following qualified individuals to ensure
the success of their business:
• 2-3 experienced baristas and 1 driver. 7 days per week, 8-10 hours a day.
• Alannah and Samuel will be the managers and also the owners.
Organizational Chart:

ALANNAH
MANAGER
/OWNER

SAMUEL LEON
MANAGER FOODTRUCK
/OWNER DRIVER

LEANDRO HAYLEY
BARISTA BARISTA

Section VI
Operations Plan:
Operational efficiency will be crucial for the success of coffee on wheels. Customers will love
our classic caramel macchiato and cappuccino composed of freshly picked ingredients but what
makes coffee on wheel unique is our simple and delicious coffees and meals delivered in a
speedy manner.
Theres one important key factor that will contribute to the accomplishment of coffee on wheels
and that’s the operating location. Coffee on truck will be located in a chilly area’s like Tagaytay
or Baguio.
Operations Functions

 2 barista per shift 7 days a week.

 2 workers are providing services like taking orders and prepare the orders. We are using
espresso machine so that coffees can be served in less than 2 minutes, however during
peak hours, customers may be forced to wait for 5-10 minutes for their coffee.
 We are also planning to build a partnership with the local coffee beans farmers and
manufacturers in the Philippines so that we can buy the raw ingredients in much
cheaper way.
  One of the baristas on shift will be designated as manager. This person will handle
customer and employee issue, manage scheduling and assist with ordering and
inventory.
 Alannah and Samuel will be designated as operation manager and will likely split their
time. They will manage ordering, business partnerships, oversee sales and marketing,
development of daily specials and events, researching for new product for the menu,
and future growth.
 Cleaning during a week and on Saturdays will be done at the end of evening shift. Trash
will be removed at the end of shift and disposed of at the commissary.
 The food truck will be parked each night at Leon’s house in Bacoor, Cavite.

Section VII
Product Design and Development Plan:
Product Design
Target Market: The Coffee on Wheels aims to attract coffee lovers of all ages and backgrounds,
with a focus on young professionals, college students, and families living in the surrounding
neighborhoods.
Product Description: The Coffee on Wheels is a premium coffee shop offering a wide selection
of freshly roasted coffee beans, delicious pastries, and light snacks. The shop will feature a cozy
and inviting atmosphere, with comfortable seating and free Wi-Fi. Customers will be able to
enjoy their coffee in-store or take it to go.
Features:

 High-quality, ethically sourced coffee beans from The Coffee on Wheels Wide variety of
coffee-based drinks, including lattes, cappuccinos, and cold brews.
 Freshly baked pastries, pasta’s and desserts made in trailer truck.
 Comfortable seating and free Wi-Fi.
 Convenient take-out options for customers on the go.
 Recyclable and eco-friendly packaging for take-out orders.
 Cozy and inviting atmosphere.
Development Timeline:

 Market research and concept development: 2 months

 Prototyping and testing: 3 months
 Final design and build-out of store: 4 months
 Staff training and soft launch: 1 month
 Grand opening: 1 month
 Costs:

 2nd hand trailer truck: ₱ 110,000

 Maintenance and build-out of store: ₱ 20,000
 Equipment and supplies: ₱ 10,000
 Staff training and marketing: ₱ 10,000
 Permits: ₱ 15,000
Overall, this product design offers a unique and high-quality coffee experience for customers
with a focus

Development Plans
1. Market Research and Concept Development (2 months):
 Conduct market research to identify customer needs, preferences, and potential
competitors in the area.
 Develop a unique concept and positioning for The Coffee on Wheels sets it apart from
other coffee shops in the area.

2. Prototyping and Testing (2 months):

 With a small group of customers to gather feedback and make any necessary
adjustments. Create prototypes of the coffee shop's menu, atmosphere, and customer
experience.
 Test prototypes

3. Final Design and Build-Out of Store (2 months):

 Finalize the design of the coffee shop, including layout, decor, and equipment.
 Secure a location and begin the build-out process.

4. Staff Training and Soft Launch (2 weeks):

 Hire and train staff on all aspects of the coffee shop's operation.
 Conduct a soft launch to test the coffee shop's systems and procedures before the
official opening of Coffee on Wheels.

5. Grand Opening (2 weeks):

 Plan and execute a grand opening event to introduce The Coffee on Wheels to the
community.
  Monitor the coffee shop's performance during the first few weeks and make any
necessary adjustments.

6. Continuously improve and evaluate (ongoing):

 Monitor customer feedback and sales figures, and make changes to the menu,
atmosphere, and customer experience as needed.
 Continuously evaluate the performance of the coffee shop and look for ways to improve
and grow the business.
This development plan provides a comprehensive and step-by-step approach to bring the
coffee shop to life. It covers market research, prototyping, testing, design, build-out, staff
training, soft launch, and the grand opening, as well as an ongoing plan for improvement and
evaluation.

A. Development Status and Tasks

Development Status:

 Market research and concept development: Complete

 Prototyping and testing: In progress (50%)
 Final design and build-out of store: Not started
 Staff training and soft launch: Not started
 Grand opening: Not started

Task List:

a. Market Research and Concept Development:

 Conduct market research
 Develop a unique concept and positioning

b. Prototyping and Testing:

 Create prototypes of menu, atmosphere, and customer experience

 Test prototypes with customers
  Make necessary adjustments

c. Final Design and Build-Out of Store:

 Finalize the design of the coffee shop

 Secure a location
 Begin the build-out process

d. Staff Training and Soft Launch:

 Hire and train staff

 Conduct a soft launch

e. Grand Opening:

 Plan and execute a grand opening event

 Monitor the coffee shop's performance during the first few weeks
 Make any necessary adjustments

f. Continuous Improvement and Evaluation:

 Monitor customer feedback and sales figures

 Make changes to the menu, atmosphere, and customer experience as needed
 Continuously evaluate the performance of the coffee shop and look for ways to improve
and grow the business

This development status and task list provides a clear overview of the progress of the Coffee on
Wheels development; it also outlines the specific tasks that need to be completed at each stage
of the development process. This allows you to see what has been accomplished, what is
currently in progress and what still needs to be done. It also includes an ongoing task for
continuous improvement and evaluation to ensure the shop's success.
 B. Challenges and risks

These are some common challenges and risks that coffee shops might encounter during the
development process. The challenges are issues that will need to be overcome in order to be
successful, such as competition, sourcing, and hiring. Risks are potential problems that could
occur and have an impact on the shop's success, such as low foot traffic, lack of customer
awareness, and difficulty in achieving projected sales. Identifying and understanding these
challenges and risks in advance can help you create a plan to mitigate or prevent them and
increase the chances of success.

Challenges:

 Competition from established coffee shops in the area

 Difficulty in finding a suitable location at a reasonable cost
 Difficulty in sourcing high-quality, ethically-sourced coffee beans
 Difficulty in creating a unique concept that sets the shop apart
 Difficulty in hiring and retaining experienced staff

Risks:

 Low foot traffic at the chosen location

 Lack of customer awareness and interest in the shop
 High start-up costs and difficulty in securing funding
 Difficulty in maintaining consistent product quality
 Difficulty in achieving projected sales and revenue

C. Intellectual Property

Trademarks:

 File a trademark application for the name “Coffee on Wheels” and any logos or slogans
associated with the brand.
 Conduct regular monitoring to ensure that no one else is using the trademark without
permission.
Copyrights:

 Copyright any original artwork or photographs used in the store or on the website.
 Copyright any original written content on the website, such as menu descriptions and
blog posts.
Trade Secrets:

 Develop procedures for protecting trade secrets, such as recipes for signature drinks or
the sourcing of coffee beans.
 Limit access to trade secret information to a select group of employees who need to
know it to perform their job.
Patents:

 We conduct a patent search to ensure that the shop's equipment or processes don't
infringe on any existing patents.
 Consider filing a patent application for any unique equipment or processes developed
by the shop.
Licensing:

 Consider licensing the shop's name, logo, or other intellectual property to other
businesses.
 Develop a license agreement that outlines the terms and conditions of the license.

Section VIII
Financial Projections:

1. Revenue:

 Year 1: ₱400,000 (based on projected sales of coffee, pastries, and snacks)

 Year 2: ₱600,000 (based on projected growth in customer base and sales)
 Year 3: ₱1,000,000 (based on continued growth and potential expansion)

2. Expenses:

 Year 1: ₱165,000 (based on costs for rent, equipment, supplies, staff salaries, marketing,
and other expenses)
 Year 2: ₱250,000 (based on increased expenses for expansion and growth)
 Year 3: ₱500,000 (based on continued expansion and growth)
 3. Profit:

 Year 1: ₱235,000 (revenue of ₱400,000 minus expenses of ₱165,000)

 Year 2: ₱350,000 (revenue of ₱600,000 minus expenses of ₱300,000)
 Year 3: ₱500,000 (revenue of ₱1,000,000 minus expenses of ₱500,000)

4. Break-even point:

 The break-even point for the coffee shop is projected to be reached within the first year
of operation.

These financial projections provide an estimated picture of the coffee shop's projected revenue,
expenses, and profit over the next three years. They also provide an estimate of the point in
time when the shop will start to make a profit, the break-even point. These projections are
based on the assumptions of the projected sales, the costs, the expenses and the growth rate.
It's important to note that these projections are estimates and actual results may differ. It's also
important to regularly review and update the financial projections as the business progresses.