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1
Table of Contents
Executive Summary
Business Opportunity
Product/Service Offering
Marketing Plan
Financial Plas Opportunity
Business Opportunity
Vision and Mission
Goals and Objectives
Nature of the Business
Market Analysis
Situational & SWOT Analysis
Table 1: SWOT analysis and strategy development
Industry Analysis
Competitor Analysis
Analysis of competitors
Analysis of competitors’ products and services
Elements of Success
Target Market
Competitive Advantage and Unique Selling
Proposition
Marketing Plan
Marketing Objectives
Marketing Mix
Table 4: Value Propositions
Action Plan
Sales Analysis and Forecast
Figure 1 Sales forecast
3
Operations
Financial Plan
Start-Up Budget
Break-Even Analysis
Financial Analysis
4
Executive Summary
Business Opportunity
Hotel Harayali have entered into negotiations to purchase a café business, called
Swaad, because of its great location in the Shrirampur Shopping Centre with the
Malgudi
number
highest of passing shoppers which is supported by a large and growing local
There are a limited number of cafés within the centre and with both Gauri‟s and
population.
experience with having successfully operated and owned a number of cafes in
Lalitha‟s
and overseas they will be able to increase their market share from 35% to 40% in 12
Shrirampur
months.
The competitive advantages of the business
are: location
quality of food and service
knowledge and experience of the
industry financial resources
available
Product/Service Offering
The main activity of the company is the operation of the Swaad Malgudi. Business
include purchasing, storing, preparing, selling and serving our products to our valued
activities
customer. We expect to serve over 6,000 customers („dine in‟ and „take away‟) per
month.
The Cafe is open from 8:00am to 5:00pm Monday to Saturday and from 8:00am until
on Sunday. The cafe comfortably seats 36 persons.
midday
The mission of the business is to satisfy customers needs and wants for high quality
delicious nutritious meals and excellent service. Our main point of differentiation from
coffee,
cafes and coffee shops in the Centre is that one of the business owners is an National
other
trained chef who will be able to produce fresh, light and healthy meals each day as well
level
develop
as new menu items to meet the changing needs and tastes of people who care
what they eat. The high quality coffee will target staff and shoppers in the Shopping
about
who enjoy good coffee that simply offers good value for money at highly competitive
Centre
prices
Marketing Plan
The objectives of the company are to:
maintain market share through the change of ownership then grow market share
40%, and
to
generate a before tax net margin of 20%.
Page 1
. Financial Plan
Our projected performance is summarised
below:
Turnover: Year 1 Rs.536,650 Year 2 Rs.580,000
Gross margin Rs.378,690 (71%)
Net profit (before tax) of Rs.109,869 in the first year, growing to Rs.131,175 in the
year of operation.
second
The business is cash flow positive from the first month of
Break-Even is estimated at a monthly sales level of
operation
Return on Total Assets: 37.3%
Rs.30,869
Return on Equity: 51.2%
The purchase price of the business is Rs.170,000. Total start-up cost has been calculated
Rs.2,09,810 and is to be funded by way of a Rs.104,905 bank loan and equity injection
at
Rs.104,905. It is proposed that the loan be paid back over a two year period from cash
of
flow.
Page 2
Business Opportunity
Business Opportunity
Purchase of an established Malgudi Swaad within the Hotel Harayalithat is part of a
well
large,developed master planned community which is still growing, incorporating a
shopping centre, residential, retail and commercial development.
regional
The business is ideally located for a cafe, being situated on the main marketl with a
passing trade due to its close proximity and a number of well known retail fashion
high
chains. There are a limited number of cafes within the centre and Malgudi Swaad has
clothing
best
the location, with the highest number of passing
shop.
Primary customers are shoppers and staff within the Shopping Centre who take a break
their shopping or work and enjoy fine coffee or other beverages as well as for people
from
a light, quick and healthy meal that provide a good alternative to the fast food options.
wanting
success of the business is based on its excellent location, quality of management and
The
great
staff, „value for money‟ coffee and meals and superior
service.
Mission - The mission of the business is to satisfy customers‟ needs and wants for
quality coffee, delicious nutritious meals and excellent
high
service.
Page 3
Nature of the Business
Malgudi Swaad will serve take away beverages (especially fine coffee) and moderately
good
pricedquality light meals to the casual dining market within the shopping centre
café is profitable, has a strong positive cash flow and may be seen as a strong viable
precinct.The
growing business.
and
Seaview Pty Ltd was recently established for the purpose of acquiring the existing
business known as Malgudi Swaad , located at the Shrirampur Shopping Centre. Babaji
café
thullu
ka is one of the first hotel to open at the centre and enjoys an excellent location from
to operate.
which
Page 4
Market Analysis
Industry Analysis
The market is a competitive market with franchised operators starting to emerge in the
shop
coffeesegment (also offering light meals), which will over time increase concentration in
segment.
this While the level of competition is increasing, the shopping centre in which
Swaad will be located has capped the number of cafés and coffee shops within the
Malgudi
To this extent, there will be limited competition and it is anticipated that all cafés and
complex.
shops within the complex will be quite profitable.
coffee
The current general trend is for cafes and restaurants to concentrate on offering value
money
for with an emphasis on family restaurants, as well as franchised opportunities.
industry
The will continue to benefit from higher incomes and time constraints on some
households as well as lifestyle changes. This will include more dining out or take away
consumption.
food
There are three key success factors in the café industry that are essential for the business
do
to well in order to be competitive. These factors are based on the positioning of the
as well as its‟ place and physical appearance:
business
Competitor Analysis
Our main competitors is Club Café which they have strong brand recognition, with
product
high quality and well-documented processes for how the business should be run
comes from being a national franchise business. However, they have the operating
which
boundaries of the franchisor that doesn‟t give them the flexibility to change menu items
easily. This flexibility is something Malgudi Swaad can take advantage of with having a
so
who can develop new menu items to meet the changing preferences of customer.
chef
Our competitors have no history of discounting and whilst the number of cafés within
centre is capped, pricing should remain very stable. The following tables outline an analysis
the
the
of café‟s competitors, their products and targeted
customers.
Page 5
Table: Analysis of competitors
Company
Sales Mix Years in Reputation Rating
Name Size
(Product/ Service) Business (1-10)
Club Café National Coffee, wine and 2 years - since 8 - Franchise chain
franchise - beers and other the centre was has a sound
20% market beverages, light opened reputation
share meals, cakes and
desserts; liquor
licence
Malgudi Swaad will need to maintain current marketing activities and a high level of
and product quality to ensure its competitiveness. It needs to have a clear market position
service
target and promote the quality and value for money of products and services.
to
Page 6
Elements of Success
Target Market
The majority of customers who purchase coffee from Malgudi Swaad are „social
followed by customers who want their daily fix or a pick me up. They are wanting
drinkers‟,
convenient, friendly and relaxing environment to „recharge their batteries‟ or socialise over
a
fine coffee, choice of beverages and quality fresh, light and healthy meals that provide
a
alternative to fast food options. The market need being satisfied is based on
an
quality and value for the coffee drinkers as well the health conscious consumer who
convenience,
concerned
is about what they eat.
Our second competitive advantage is the quality and value of the wide variety of light
healthy
and meals offered by the business that cannot be matched by other businesses in
centre. In addition, one of the owners is an International Chef who can create new
the
items overnight which gives the business the flexibility to sell products to meet the
menu
preferences of customer.
changing
Our third competitive advantage is the industry experience and expertise of both
running
owners successful café and restaurant businesses in the past.
These competitive advantages form the basis of our unique selling proposition with the
of “Swaad‟s – convenient, light and healthy” and will also include widely promoting
slogan
culinary skills.
the
Page 7
Marketing Plan
Marketing Objectives
To be reviewed in 6 months.
Marketing Mix
PRODUCT
Healthy and light meals are the key point of differentiation for the business because the
has the capabilities and flexibility to develop new menu lines to meet the changing needs
Café
tastes
and of customers, whereas the two franchise businesses in the centre must conform to
requirements of the franchisor. While the other products, in particularly fine coffee, are
the
unique they do offer excellent „value for money‟ that fill the price points between the high
not
low ends of the other coffee and café businesses in the centre.
and
The café will provide the relaxed and friendly environment that our customers seek
searching for a „dine in‟ meals, beverages and cakes and dessertsthat offers excellent
when
for money, but do recognise that this is not unique as shown in table 4
value
below:
PRICE
We propose to offer high quality food and service at a price comparative to our
competitors – we will meet the market on price to retain market share if we need to.
major
clientele have a medium to high disposable income and seek high quality products and
Our
service, pricing will reflect the value of our products and
good
services.
The shopping centre has a „captive market‟ and given the limited number of cafés in
centre, prices have not been discounted in the market. There is no intention to discount to
the
buy Page 8
market share as Malgudi Swaad currently holds the largest market share of
35% and we intend to take it to 40%, whilst maintaining existing
approximately
margins.
When the proposed commercial development goes ahead, the businesses located there
potential
are customers for a catering business. The business plan will be revisited at this
time.
PROMOTION
In conjunction with Babaji ka thullu Management we will be undertaking a range of
when we take over the cafe promoting the new ownership of the café. These promotions
promotions
include offers of discounted meals and coffee, but they will only run for two weeks.
will
estimate
We that this will be sufficient time to allow a smooth transition to ourselves as
owner.
new
Word of mouth advertising is very important and the best advertising we will be providing
the quality of our products and service.
is
PEOPLE
Key staff member who worked with the owner will be retained to help with the continuity
existing relationships with customers.
of
PROCESS
Major processes are flow-charted in the café‟s procedure manual that are geared to
quality and responsive services to clients as well as efficient and effective operations of
providing
cafe. This includes sufficient numbers of staff are working during the peak periods to
the
sure customers are served in a timely manner. Further information about the processes
make
place are detailed in section 8 of this business
in
plan.
PHYSICAL EVIDENCE
The café is fully fitted out with table, chairs and décor that projects the desire image of
and value as well as aligns with the USP of „Light and Healthy – Malgudi Swaad ‟. This
quality
applies to uniforms for the staff. The cleanliness of the premise, tables and chairs will
also
maintained to a consistently high standard at all
be
times.
Page 9
Action Plan
In conjunction with Hotel Harayali Management we will be undertaking a range of
when we take over the cafe promoting the new ownership of the café. These promotions
promotions
include
will offers of discounted meals and coffee, but they will only run for two weeks.
estimate that this will be sufficient time to allow a smooth transition to ourselves as
We
owners.
new
Word of mouth advertising is very important and the best advertising we will be providing
the quality of our products and service. In this area will be training the staff in
is
service
customerskills
When the proposed commercial development goes ahead, the businesses located there
potential customers for a catering business. The marketing plan will be revisited at this
are
time.
140,000
120,000
100,000
80,000
$
60,000
40,000
20,000
0
QTR 1 QTR 2 QTR 3 QTR 4
Sales Budget 132,950 147,100 117,400 139,200
Page 10
Legal Matters and Risk Management
Page 11
Contracts and Agreements
Franchise No
Subject to due diligence and finance
Shop Lease Yes approval. Refer Business Purchase
Contract.
Advertising Contracts No
Intellectual Property No
Distribution Rights No
Service Contracts No
Page 12
Risk Management
Table Risk assessment
(L=low, VL=very low, M=medium. H=high, VH=very high)
Likelihood
Risk Contingency
Preventative Action
Priority
Impact
Description Plans
Page 13
Insurances
Table Listing of insurance policies
The business package will include public liability, fire, theft, burglary and business
insurance. The above is based on quotes obtained from our Insurance Broker. Insurances
interruption
be finalised once the contract has been
will
signed.
Brendan and Margaret have life insurance and income protection policies already in
place.
Page 14
Human Resource Management
The maximum staff requirement (including the owners) is estimated at 6 employees. Two
the employees will be employed on a part-time basis. The main skill sets required are
of
preparation, sales, customer service, front counter, stock control and management. It
food
planned to retain two staff members from the previous ownership and recruit two
is
appropriately qualified staff. We will be taking them through our in-house induction
more
prior to opening.
program
Organisational Chart
Owners/Managers
Team 1 Team 1
Staff at Malgudi Swaad will be organised into two teams. Team 1 will be headed by
will
Gauribe responsible for customer service and administration. Lalitha‟s will head Team 2
will be responsible for the food preparation and the
which
kitchen.
Page 15
Industry Knowledge and Experience of Key Personnel
Page 16
Human Resource Requirements
Job Descriptions
Under review.
Employment Conditions
Page 17
Workplace Health and Safety
The workplace health and safety plan is based on the advice and guidance provided
Workplace
by Health and Safety Queensland www.worksafe.qld.gov.au and their fact sheets
the restaurant and café industry.
for
Page 18
Operations
There is no need for a separate operating location at this point in time. There is an
to roast coffee beans and manufacture the café‟s own blends at a later date. If this occurs,
opportunity
may be necessary to acquire operating premises to implement the
it
idea.
Description of Plant / Number required Cost and how financed Ongoing costs and
Equipment Item Maintenance
Quality coffee maker 1 Included in the purchase Under warranty
price.
Small commercial 1 Included in the purchase Annual maintenance
kitchen price. check
Page 19
Stock or Inventory
All stock at this stage will be stored „on site‟ at the café. Fresh produce such as
are purchased in vacuum sealed bags or cartons and meat in vacuum sealed packs.
vegetables
will
Thesebe stored in a small commercial refrigerator. Other items such as coffee beans,
and packaged products will be kept in the storage
canned
cupboards.
Other perishables including cakes and cheese cakes will be kept in refrigerated
cabinets and will be stored for a maximum of three
display
days.
On average, we expect to turn stock over once per
week.
Stock will be controlled using our stock control system, which is a module of the
software package.
accounting
Page 20
Financial Plan
Tables attached:
Sales Forecast
Start-up Budget
Annual Profit Budget
Profit and Loss Statement (2 years
Annual
projected)
Cash Flow Budget
Balance Sheet (2 years projected)
Break-Even Analysis
Financial Analysis
Start-Up Budget
The start-up budget is estimated at Rs. 209,810 broken up into „one off‟ costs of
and monthly expenses in advance of Rs. 22,510. Included in the „one off‟ costs is
Rs.187,300
valued
goodwillat Rs.120,000 and plant and equipment of Rs.
50,000.
Page 21
Break-Even Analysis
The Break-Even point has been calculated at 4138 transactions at an average selling price
Rs.7.46. This equates to a contribution margin of Rs.6.38 per transaction and a Break-
of
sales point of Rs.30,869 per month. The projected level of sales for each month is well
even
the Break-even level (approximately 30%
above
above).
Monthly unit
Break-Even sales
Brea -Eve
Chart k n
$ Monthly
Sales
60,00
0
50,00
0
40,00
0
$ 30,00
0
20,00
0
10,00
0
0
1,65 2,48 3,31 4,13 4,96 5,79 6,62
5 3 0 8 Unit
Monthly 6 3 1
Sales
Financial Analysis
The Return on Owners Equity calculated on the projected end of year financial
and position indicates a return on investment of 51.2%. Return on Total Assets is
performance
at 37.3%. Gross Profit Margin over the period is estimated at 71% with the Net profit
calculated
estimated at 20.5%.
Margin
Page 22
The Current Ratio and the Quick Ratio (Acid Test) are both very high reflecting the fact
the
that business has a very strong and positive cash flow. This is due to sales being
predominantly cash, whilst purchases are bought on largely on 30 day terms. Liquidity
sound.
is
The business also enjoys a sound financial position with the Debt to Equity ratio calculated
37.2% and Debt to Total Assets at 27.1%.
at
Assumptions
Average sale price Rs.7.46 per
Average cost Rs.2.20 per transaction
transaction
Sales transactions range from 5900 per month to 7500 in peak
Historical gross profit margin of 70% will
period
Seasonal fluctuations – Christmas and New Year are peak periods of sales activity (build
hold.
from November, the after New Year slow to February)
up
The business operates on a cash basis for reporting and paying
PAYG (withholding) is remitted monthly on the Instalment Activity Sheet (IAS), with
tax.
remitted quarterly in arrears on the Business Activity Statement
GST
(BAS).
Page 23
Thank you
B.Omprakash
B.Venkat SaiNath
C.H.Girish Sai Reddy
C.Akhila
C.Tejaswini reddy