Coffee Shop Business Plan: Coffee Kiosk

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Business Name: The Daily Perc

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Executive Summary

The Daily Perc (TDP) is a specialty beverage retailer. TDP uses a system that is new to the beverage and food service industry to provide hot and cold beverages in a convenient and time-efficient way. TDP provides its customers the ability to drive up and order (from a trained Barista) their choice of a custom-blended espresso drink, freshly brewed coffee, or other beverage. TDP offers a high-quality alternative to fast-food, gas station, or institutional coffee.

Mission Statement

The Daily Perc will offer its patrons the finest hot and cold beverages, specializing in specialty coffees, blended teas, and other custom drinks. In addition, TDP will offer soft drinks, fresh-baked pastries and other confections. Seasonally, TDP will add beverages such as hot apple cider, hot chocolate, frozen coffees, and more.

Target Coffee Shop Market Segments

This business plan will focus on two markets:

The Daily Commuter - someone traveling to/from work, out shopping, delivering goods or services, or just out for a drive.

The Captive Consumer - someone who is in a restricted environment that does not allow convenient departure and return while searching for refreshments, or where refreshments stands are an integral part of the environment.

The Daily Perc will penetrate the commuter and captive consumer markets by deploying drive-thru facilities and mobile Cafes in the most logical and accessible locations. The Drive-thru facilities are designed to handle two-sided traffic and dispense customer-designed, specially ordered cups of premium coffees in less time than required for a visit to the locally owned cafe or one of the national chains.

Market Positioning and Public Relations Plan

In addition to providing a quality product and extensive menu of delicious items to ensure customer awareness and loyalty, as well as good publicity coverage and media support, we will be donating up to 7.5% of revenue to local charities based upon customer choices.

Financial Forecast Summary

The balance sheet estimates the coffee business will have a Net Worth of $1,075,969 by the third year, cash balances of $773,623 and earnings of $860,428, based on 13 drive-thrus and four mobile cafes.

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