Toni S Business Plan

Topics: Espresso, Coffee, Starbucks Pages: 9 (1757 words) Published: April 9, 2015
Programme
Bsc. Professional Accounting
Module name
Commercial Awareness
Schedule Term
September 2013
Student Reference Number (SRN)
1037800
Report/Assignment Title
Business Plan
Date of Submission
08/01/2014

Declaration of Original Work:
I hereby declare that I have read and understood BPP’s on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of BPP Business School. The word count, excluding contents table, bibliography and appendices, is 1500 words. Student Reference Number: 1037800Date:08/01/2014

By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes. BPP Business School

TONI’S COFFEE EMPORIUM

BUSINESS PLAN

Table of Contents
1. Executive Summary ……………………………………………. 4 2. Mission Statement ……………………………………….............. 4 3. Market and Competitor Analysis ………………………………... 4-7 4. Sales and Marketing Plan ……………………………………….. 7-9 5. References ……….…………………………………………….. 10

1. Executive Summary
Toni’s coffee emporium is a business established a year ago serving its customers with the best brewed coffees, home-made cakes and biscuit with the best local ingredients as well as free books that its patrons can read to enjoy their visit. The business will capitalize on its proximity to the train station, central shopping precinct, cinema complex attracting customers the best way we can and also, building a core group of repeat customers from the nearby university campus. The aim for the business is to serve all the various customers who have cause to use this part of Kingston with friendly service and products of consistently high quality. Toni’s coffee emporium, owned by two partners; Toni Taylor whom has previously worked as a customer service manager in a large London hotel and John Young as marketing manager of a chain of health clubs. Both have gained a lot of experiences running the business for the past year. And also Toni’s Coffee Emporium has just been awarded the “Best New Business Award” from the local council. The company is expected to grow sales from £300,000 in 2012 to £500,000 in the 3rd year. As the business has recently broken even in the first two years of operation, profitability of £150,000 is expected in the 3rd year. We are looking for a further £100,000 by any potential investor (with a yearly return of £28,000) in expanding the business to increase our chances of being viable within the long-term. 2. Mission Statement

Toni’s coffee emporium will aim at providing a comfortable and conducive environment while enjoying the best brewed coffee and handmade cakes in town. With sound economic decisions we hope to grow and operate at a profitable rate. Whilst providing stable returns to its owners will invest a fraction of its profits to increase employee satisfaction.

3. Market and Competitor Analysis
Britain consumes 500g of coffee per person, each year. The UK retail coffee market broke the £1 billion barrier for the first time in the year 2012.

Market Segmentation
Toni’s Coffee Emporium will focus its marketing activities on reaching demographics such as professionals which includes the primary school staffs and office workers, people from the central shopping precinct and cinema complex which are characterized as commuters, students from the university campus nearby, others which may include adults who occasionally take their children to the small park and people from the football pitch in the adjacent road. Our market research shows that these are the customer groups that are most likely to purchase our products. The chart and table below outline the total market...

References: Bplans, 2010. Java culture shop business plan.[online] Available at: www.bplans.co.uk [Assessed 11th December 2013]
Bplans, 2010. Café bistro coffeehouse business plan.[online] Available at: www.bplans.co.uk [Assessed 14th December 2013]
Bplans, 2010. Coffee kiosk business plan.[online] Available at: www.bplans.co.uk [Assessed 15th December 2013]
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