Conversation Cafe' Business Plan

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CONVERSATION CAFÉ BUSINESS PLAN Table of Contents {text:bookmark-start} The Executive Summary {text:bookmark-end} Conversation Café, unlike a typical café, will provide a unique forum for communication and entertainment. A niche exists that has yet to be filled for a high-volume, upscale, quality-driven coffeehouse with a warm, inviting atmosphere. Conversation Café meets this need and fills this niche. We offer high-quality products in an upscale environment. Furthermore, our high-profile location in Albany provides 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. Our goal is to be the coffeehouse of choice for the local Albany community, downtown business workers, tourists who visit the city, and students, by providing a higher quality experience than any competitor. As a result, we intend to create coffeehouses that quickly achieve profitability and sustain an attractive rate of return. We also want to make our contribution to the welfare of the local community by supporting as many local suppliers as possible, keeping the business in the community or, at the least in the {text:bookmark-start} Mission {text:bookmark-end} The Conversation Café, unlike a typical café, will provide a forum for communication, entertainment and easy access to the Internet, which is quickly becoming a necessity of life. The Conversation Café provides the community with the ability to access the Internet, enjoy a cup of coffee, and share experiences and ideas in a comfortable environment. People of all ages and backgrounds will enjoy the unique, upscale, educational, and innovative environment that The Conversation Café provides. {text:bookmark-start} Keys to Success {text:bookmark-end} The keys to our success will be: A superior-tasting product A relaxing, upscale interior design Prime site location, heavy pedestrian traffic by the site, a dynamic student population and a concentration of local business Ongoing, aggressive marketing Highly trained and friendly staff Multiple revenue streams including gift items, gift baskets, and gift cards A website with online sales capability {text:bookmark-start} Objectives {text:bookmark-end} Make Conversation Café the number one destination for coffee in Albany Be active and vocal member of the community, and provide continual re-investment through participation in community activities such as the Chamber of Commerce. Create a solid concept in the industry and track performance in order to begin expanding to other markets within six months {text:bookmark-start} The Industry {text:bookmark-end} The specialty retail coffee business as we know it today began in 1982 after Howard Schultz purchased the Starbucks name and began the expansion of the modern Starbucks chain. Prior to his transformation of the business, Starbucks sold only whole bean coffee. Coffeehouses in America have existed since the 1600's, and the coffeehouse concept is more than 400 years old. In the United States, even as recently as the 1970's, coffeehouses have been primarily independent businesses, typically with an eclectic Bohemian style. Starbucks' success has encouraged others to enter this potentially lucrative business. Today there are more than 13,000 coffeehouses in the U.S. However, compared with Italy, which has 200,000 espresso bars and coffeehouses; there is still much room for growth. The Specialty Coffee Retailers Association believes the market has not approached maturity and, as yet, no coffee chain has differentiated itself significantly from the others. While overall coffee sales have not grown significantly in recent years, the specialty coffeehouse segment is growing steadily at a healthy pace every year. The low food cost of coffee drinks, relatively modest investment capital requirements, and low overhead, lead to high profit margins in...
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