Jolly’s Java and Bakery
For the SWOT analysis, I chose evaluate the business plan for Jolly’s Java and
Bakery. JJB is a bakery and coffee shop managed by two partners, Austin Patterson and David
Fields. The company offers a broad range of coffee and espresso products at competitive prices,
all from high quality Columbian grown imported coffee beans. In addition, the bakery will
provide freshly prepared bakery and pastry products at all times during business operations.
Catering to all of its customers by providing each customer coffee and espresso products made to
suit the customer is a top priority.
During the SWOT analysis, I discovered the strengths, weaknesses, opportunities,
and threats for the company. The background experience of the owners strengthens many areas
in the business plan. Austin Patterson has extensive experience in sales, marketing, and
management, and was vice president of marketing with both Jansonne & Jansonne and Burper
Foods. David Fields brings experience in the area of finance and administration, including a stint
as chief financial officer with both Flaxfield Roasters and the national coffee store chain,
BuzzCups. With this experience, the owners could address a well thought out start-up plan. The
partners will provide funding of $55.000 each from their own savings, which will cover start-up
expenses and provide a financial cushion for the first months of operation. A ten-year Small
Business Administration (SBA) loan will cover the rest of the required financing. In addition, the
company will be based in Washington. Because Washington has a cool climate for eight months
out of the year, hot coffee products are very much in demand. During the remaining warmer four
months of the year, iced coffee products are in significantly high demand, along with a slower
but consistent demand for hot coffee products.
A few weaknesses are present in the JJB’s business plan. The company does not have
a plan to balance product production and customer activity. In the business plan, it stated that six
to eight moderate batches of bakery and pastry products are prepared during the day to ensure
fresh baked goods are always available. Customer activity can fluctuate during the days, weeks,
and. If the company is not staying consistent with customer activity in the bakery, this will create
inadequate or excessive amounts of goods. This will result in not producing enough goods to
serve the customers or wasting the goods and losing money. Creating a daily activity log can
help make adjustments when planning how much bakery and pastry products need to be
prepared. In addition, the owners need to put more consideration on the employees. Hiring two
full-time bakers and six part-time baristas may not be in the best interest of the company. First,
there is only a $400 annual payroll difference between the full-time and part-time employees.
Also there are no benefits offered to the full-time employees. To create a productive working
crew, the needs of the employees need to be met. The problem with hiring a majority of part-
time workers is stability. Most responsible and dependable people are not able to balance their
daily expenses with only a part-time job. They would require a second job which can affect the
The retail coffee industry in the United States has experienced recently rapid growth.
The cool marine climate in southwest Washington stimulates consumption of hot beverages
throughout the year. With minimal levels of competition in the immediate area, JJB is presented