Ell Bistro Cafe

Topics: Asset, Balance sheet, Coffee Pages: 9 (2502 words) Published: October 27, 2008
1.0 Executive Summary
The Ell’s café bistro is a full-service restaurant/cafe located in the Danga bay johor bahru . The restaurant features a full menu of moderately priced "comfort" food influenced by western and malay cooking traditions, but based upon time honored recipes from around the world. The cafe section of The Ell’s café bistro features a coffeehouse with a dessert bar, magazines, and space for live performers. The Ell’s café bistro will be owned and operated by The Ell’s LLC, a JJH limited liability corporation managed by Ema Haryani Hassan, a resident of the Empowerment Zone. The members of the LLC are Hasyuri Hassan (80%) and the Historic District Development Corporation (20%). This business plan offers financial institutions an opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales numbers, gross margin, and profitability. This plan includes chapters on the company, products and services, market focus, action plans and forecasts, management team, and financial plan.


1.1 Objectives
1.Sales approaching and surpassing RM 1.9 million by the end of the first year. 2.Targeting and maintaining a net profit of at least 14% by the second year. 3.To cultivate monthly sales to reach RM 167,000 by the end of the fourth month of operation, and RM 220,000 monthly by the end of the first year of operation.

1.2 Mission
The Ell’s café bistro concept is built upon the success stories of American many casual dining and coffeehouse venues. Located in the Danga bay Tower adjacent , The Ell’s café bistro will provide accessible and affordable high quality food, coffee-based products, and entertainment to the thousands of residents and hotel visitors located within a five-mile radius. In time, The Ell’s café bistro will establish itself as a "destination" of choice to the many residents of the greater Johor bahru metropolitan area, as well as numerous out-of-town visitors. The establishment will provide a "complete, high-quality" evening experience for those searching for something that is rapidly becoming popular among Johor bahru diners. Not only will patrons be able to dine on "comfort" food based upon time honored recipes from the world over, they will do so in a facility containing ample patio space for a favorite pastime of Malay resident. Patrons will also have the option of enjoying coffee, desserts, and live entertainment in The Ell’s café bistro or, a relaxed game of in the gardens located adjacent to the patio space. The cafe's aim is simple. It will provide a completely sophisticated, sensual, yet casual dining and/or coffeehouse experience for the many Johorian and visitors who frequent the city's casual dining spots and entertainment venues. It will be an affordable venture for patrons, one that will encourage them to return on many occasions. The menu will feature hearty fare of the type that is frequently out of the reach of the typical young professional out of reach because time frequently prevents her/him from cooking hearty meals like those featured on our menu. Finally, and quite significantly, The Ell’s café bistro will provide a much needed neighborhood-based retail food operation that is currently unavailable now. Not only is it projected that the business will generate 21 new jobs, the partnership responsible for creating The Ell’s café bistro will generate additional revenue specifically dedicated to assisting the Historic District Development.

1.3 Keys to Success
The keys to success in this business are:
1.Product quality: Food, coffee-based beverages, and entertainment are our products. They must be of the high quality and value. 2.Service: Our patrons are paying to have a good time. Their experience will suffer if service is not of the highest caliber. Each member of the staff will be courteous, efficient, and attentive. 3....
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