Coffee House Business Plan

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Our goal is to be the coffeehouse of choice for the local community, downtown business workers, tourists who visit the city, and students, by providing a higher quality experience than any competitor.| |

SoonBum(Tony) Lee Areum Han Marguax Auby|


1 Business Summary
2.1 Mission
2.2 Objectives
2.3 Major Keys to Success

2 Product
3.4 Product Description
3.5 Competitive Comparison
3.6 Future Products

3 Market Analysis Summary
4.7 Industry Analysis
4.8.1 Coffee Industry Analysis
4.8.2 Competition & Buying Patterns
4.8 Market Segmentation
4.9 Market Targeting
4.10 Market Positioning

4 Marketing Strategy
5.11 Promotion Strategy
5.12 Distribution Strategy
5.13 Positioning Statement
5.14 Pricing Strategy

5 Competitive Advantage
6.15 Value-Proposition
6.16 Competitive Edge

6 Management Summary
7.17 Organizational Structure
7.18 Management Team

Thanks primarily to Starbucks, within the past 20 years, the coffeehouse has become a familiar feature. Every day, millions of people stop for an espresso-based coffee drink. People who would not have dreamed of spending more than 50 cents for a cup of coffee a few years ago now gladly pay $5 to $8 for their cappuccino, mocha latte or vanilla ice blended drink. The specialty-coffee business is growing at a healthy pace. During the past 20 years, there has not been a single year, despite war and recession, in which specialty coffee sales have not grown. In many years the increase has been in double digits. In addition, no coffeehouse chains have failed during this time, although the list of casualties in other industries is quite long. Starbucks, The Coffee Bean, Peet's, Diedrich's, Lavazza, Double Coffee and other major chains serve average quality drinks in establishments that have the same generic design appearance. Indeed, Starbucks and The Coffee Bean are often referred to as "fast food" coffeehouses due to their "cookie cutter" same design. Now that coffee preferences have broadened and matured, many are asking for more from their coffeehouse. A niche exists that has yet to be filled for a high-volume, upscale, quality-driven coffeehouse with a warm, atmosphere inside and fast Drive-Thru outside. Inside Coffee meets this need and fills this niche. We offer high-quality products in an upscale environment. Furthermore, our high-profile location will provide a mixed customer base that will maintain high levels of business in every season, at all times of the day, every day of the week.

1 Business Summary
1.1 Mission
Our goal is to be the coffeehouse of choice for the local community, downtown business workers, tourists who visit the city, and students, by providing a higher quality experience than any competitor. We also want to make our contribution to the welfare of the local community by supporting charitable and civic activities. We will support the farmers who grow our coffee by using Fair Trade, Sustainable Production and Organic products whenever possible.

1.2 Objectives
* Bring happiness and value to the people of Riga by fulfilling their needs of an upscale, quality-driven coffeehouse. * Be an active and vocal member of the community, and provide continual re-investment through participation in community activities such as the Chamber of Commerce and financial contributions to local charities and youth organizations. * Create a solid concept in the industry and track performance in order to begin expanding to other markets within six months.

1.3 Major Keys to Success
The keys to our success will be:
* A superior-tasting product backed by a unique quality store which sells experience rather than product. * Prime site selection with an upscale affluent population,...
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