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1、www.FASTBusinessPBusiness Plan(Caf Business plan)the russet cup 13351 Mission street(overland park, KS)(date)Use and Reprint Rights for Your FAST Business Plan TemplateThis template has been written to include instructions for creating your final business plan. You are free to edit and use the mater
2、ial within your organization. However, please do not distribute this template online or elsewhere publically without explicit permission from us.Table of Contents1.0 Executive Summary41.1Business Objectives41.2Mission Statement41.3Guiding Principles41.4Keys to Success52.0Company Description52.1Owner
3、ship52.2Legal Form52.3Start-Up Summary52.4Location and Facilities63.0Products/Services73.1Products/Services Descriptions73.2Competitive Comparison73.3Product/Service Sourcing93.4Inventory Management93.5Warehousing and Fulfillment93.6Future Products/Services94.0Market Analysis94.1Industry Analysis104
4、.1.1Market Size114.1.2Industry Participants114.1.3Main Competitors124.1.4Market Segments144.2Market Tests154.3Target Market Segment Strategy164.3.1Market Needs164.3.2Market Trends164.3.3Market Growth174.4Positioning175.0Marketing Strategy and Implementation175.1SWOT Analysis185.1.1Strengths185.1.2We
5、aknesses185.1.3Opportunities185.1.4Threats185.2Strategy Pyramid185.3Unique Selling Proposition (USP)195.4Competitive Edge195.5Marketing Strategy and Positioning195.5.1Positioning Statement195.5.2Pricing Strategy205.5.3Promotion and Advertising Strategy205.5.4Website205.5.5Marketing Programs205.6Sale
6、s Strategy205.6.1Sales Forecast215.6.2Sales Programs215.7Legal215.8Milestones215.9Table 5.8 Milestones225.10Exit Strategy226.0Organization and Management226.1Organizational Structure226.2Management Team226.3Management Team Gaps226.4Personnel Plan226.5Board of Directors237.0Financial Plan237.1Importa
7、nt Assumptions237.2Start-Up Costs247.3Source and Use of Funds257.4Break-Even Analysis267.5Projections267.5.1Projected Profit and Loss267.5.2Projected Cash Flow287.5.3Projected Balance Sheet297.6Business Ratios291.0 Executive SummaryThe Russet Cup will be a one of a kind coffee house / caf located in
8、 Overland Park, Kansas. The 1,500 square foot caf will be located in the newly constructed Market Square Plaza located on the northeast corner of 135th Street and Mission Street. The anchor tenant, the Price Chopper grocery store, has already taken occupancy and the excellent location brings more th
9、an 10,000 shoppers weekly. The Russet Cup, aptly named for the aromatic brown liquid that will fill the cup, fills the void of original cafes in the market area, stands out from its corporate peers with their fast food concepts and fast services. The Russet Cup is the alternative to fast food/commer
10、cial/coffee shops and offers a much calmer, civilized gourmet coffee experience. There are no televisions in the caf, the background music is subtle and work from local artists will hang on the walls. The caf is well appointed with overstuffed leather chairs and sofas in a library like setting. The
11、caf is reminiscent of times gone by yet is cutting edge technologically with WIFI and state of the art espresso machines. The Russet Cup measures its financial success in terms of increased market share and in earnings. With a total local market of $54 million, this is a tremendous opportunity! The
12、keys to success will be the ability to offer quality gourmet coffees, take advantage of its small size, and reliance on an outstanding barista staff. In order to achieve these goals, the caf will offer some the areas finest gourmet beans from local distributors. Because of its small size, the caf ca
13、n enjoy larger margins in the form of lower overhead. The cafe will hand select baristas and offer salaries comparable to the chains. In turn the baristas will be trained to cross-sell, and sell the higher margin products. 1.1 Business ObjectivesThe primary objectives of the business plan for Russet
14、 Cup are below: To increase revenues $36,000 or 5% in Year 2 and by $73,000 or 10% by Year 3 Achieve a profit margin of 5.2% in Year 2 and 6.90% by Year 3 Be the Caf of Choice in the Overland Park area and recipient of the Best Coffeehouse Award 1.2 Mission StatementThe Russet Cup is committed to it
15、s products and employees which they believe is the recipe for market success. 1.3 Guiding PrinciplesThe Russet Cup is committed to values such as excellence, passion, quality, integrity and leadership which allow them to navigate challenges and provide for future opportunities. These core beliefs st
16、art with their commitment to their products and their employees.The Russet Cup rewards excellence and cherishes loyalty. The caf will work with its employees to build strong businesses and a secure future. 1.4 Keys to SuccessThe Russet Cup stands out from the competition. Below are their Keys to Suc
17、cess: Great Products providing exemplary products at market prices will make customers want to return again and again Hire Quality Baristas Pay employees rates similar to the larger chains with opportunities for long term careers and opportunities for advancement with long term plans to open a secon
18、d facility Convert Customers to Connoisseurs - Only 40% of the nations coffee drinkers consume premium ground and whole bean coffee this will aid in continued growth2.0 Company DescriptionThe Russet Cup will be a coffee house / caf located in the Overland Park, Kansas. Located in the Kansas City are
19、a, the cozy caf will be located in the newly completed Market Square Plaza. The caf will serve gourmet coffees, espresso and drip coffee, lattes, and smoothies. The simple pastry offerings may vary with seasonality but the primary line will be muffins, breads, cookies, scones, and rolls. All pastrie
20、s will be supplied daily by a local bakery. The caf will be owned and operated by Owen Jones, a veteran restaunteur with several years experience running and managing chain restaurants. The caf will be open for business Monday Thursday 7-10, Fridays and Saturdays 7-11 and closed Sundays. 2.1 Ownersh
21、ipThe Russet Cup will be owned 100% by Owen Jones. Mr. Jones a graduate of Kansas State University has an undergraduate degree in business administration. During high school he worked as a waiter in a local hospital coffee shop that purchased its beans from a local roaster. In addition to being an a
22、vid coffee drinker himself, this job allowed him to learn about the business first-hand. In college, Jones worked in a campus coffeehouse for four years, eventually rising to the position of assistant manager. Following graduation, Jones secured a business development position for regional restauran
23、t chain, which provided additional first-hand exposure to the food and beverage industryespecially the steps involved in establishing new locations. 2.2 Legal FormThe Russet Cup will be formed as an S-Corporation wholly owned by Mr. Jones. 2.3 Start-Up SummaryThe Russet Cup will have seating for 40
24、patrons. The rent is $2,075 a month, with a three-five-year lease available. The site consists of 1500 square feet of leased space consisting of a dining room, a coffee bar, two restrooms, and a storage room in back. To be used as a restaurant, this storefront needs to be plumbed and wired appropria
25、tely. Painting, new floors, and countertops are also needed. A custom coffee bar needs to be built. With materials bought on sale and volunteer labor, the cost to renovate will be $71,725. The coffeehouse equipment will consist of two commercial espresso machines, air pots and urns, a commercial ble
26、nder, commercial brewer, top loading coffee bins, barista syrups, cold drink dispenser, frothing equipment, a commercial refrigerator, microwave and stainless steel prep bar. The cost for the equipment is $38,275. The furniture will consist of leather couches, and chairs (purchased at auction), coff
27、ee tables, bookcases, and window treatment. The artwork will come from local artists and will be sold on a consignment basis. The books were secured via donations. Total cost to furnish is $14,000. Other startup expenses will be dishes, furniture, rent deposit, and marketing.2.4 Location and Facilit
28、iesThe new coffeehouse is located in the highly desirable Overland Park, Kansas area at the northeastern intersection of 135th Street and Mission Street in the new Market Square Plaza. The property is located in an excellent location. With an easy 6 minute drive time to I-435 and 69 Highway. The pro
29、perty is 95% leased with Price Chopper as the Anchor Tenant. Other tenants include: Life Spring Med Spa, Janes Canines (Pet Store & Boarding), Pride Cleaners Kahn Dental and Swim U. Price Chopper brings more than 10,000 shoppers per week to the center. The location is comprised of a population of 9,
30、420 within a one mile radius, 61,102 within 2 mile radius and 149,550 within a 5 mile radius with a median household income of $120,856. Sprint / Nextels corporate office is located within 2 miles of the site.3.0 Products/Services3.1 Products/Services DescriptionsThe Russet Cups primary offering is
31、gourmet roasted coffees with such varieties such as mocha, carmelicious, white mocha, candy bar latte, and brewed coffee. Complementing the coffee will be a smoothie line including wild berry, strawberry, peach, mango and lemonade. Rounding out the simple menu line will be pastries obtained with an
32、outside supplier, freshly made and delivered daily. The pastry offerings may vary with seasonality but the primary line will muffins, breads, cookies, scones, and rolls. 3.2 Competitive ComparisonThe research methodology is based on unique coffee shops/cafes in the greater metro area and omits large
33、r chains or franchises. The findings reveal eight unique competitors. Roasterie Caf4511 W 119th StLeawood, KS 66209Take Five Coffee Bar5336 W 151st StOverland Park, KS 66224-8701Homers Coffee House7126 W 80th StOverland Park, KS 66204-3715Morning Glory Espresso5606 Johnson DrMission, KS 66202-3323Re
34、vo Cup Coffee11030 Quivira RdOverland Park, KS 66210-1239Daily Dose Coffee and Bar12056 W 135th St,Overland Park, KansasJava Crossing 8830 W 95th StOverland Park, KS 66212-4051Hatties Fine Coffees4195 Somerset DrPrairie Village, KS 66208-52423.3 Product/Service SourcingThe Russet Cup has negotiated
35、supplier agreements with several local food-service wholesalers and coffee wholesalers in the Overland Park area that have a reputation for quality and reliability: Mean Beans Coffee Roasters Overland Park Brewers Healthy Harvest Bread Co. Marys OrganicsIn the event that one of the aforementioned sp
36、ecialty suppliers cannot meet their needs, the following national suppliers can both provide all of the food-service products that they require. In addition, the following wholesalers will supply the caf with general restaurant supplies: Lawrence Food Products Corp. Gerry Food Supply Inc.3.4 Invento
37、ry ManagementN/A3.5 Warehousing and FulfillmentN/A3.6 Future Products/ServicesYoung families which comprise the third largest market share in Overland Park, are often overlooked in the coffee market. Coffeehouses traditionally have not been considered kid friendly. To overcome this hurdle, the Russe
38、t Cup has long term plans (5 years) to open a 2nd coffee shop: A combination indoor play area / coffee bar. This concept allows parents and caregivers an opportunity to meet and relax with other adults while the children can enjoy the indoor playground amenities. Additional future services will incl
39、ude in-store sales for home purchase as well as an online store. The website will have an option to purchase prepaid gift card program Prepaid gift cards not only provide immediate cash, but also reduce credit card transaction charges and draw new customers to the business. 4.0 Market AnalysisOverla
40、nd Park, Kansas is an award-winning place to live and work and is considered the leading business community in the Midwest. National publications and organizations recognize Overland Park for its business environment and livability. Heres a sampling: 6th Place, Americas Best Places to Live Money, To
41、p 50 Cities to Live and Play, National Geographic Adventure, 3rd Hottest Town in the U.S., Money, Among 20 Best Places to Live & Work Employment Review, One of only 72 Sterling Tree Cities in U.S., National Arbor Day Foundation, Top 10 best Locations to Raise a Family, Southern Business and Developm
42、ent, 1st Place, Kid Friendly Report Card, Population Connection, 2nd Best City in America to Live Business Development Outlook.Overland Park is at the core of one of the most dynamic local markets in the U.S. It offers easy access to the Kansas City regions amenities and, as part of the Kansas City
43、metropolitan area; it is within the most centrally located major market in the nation. I-35, I-435, I-635 and U.S. Highway 69 all pass through Overland Park, and no point in the city is more than 3.5 miles from a freeway. The city maintains an excellent arterial street network and plans to construct
44、 additional lane-miles as the area grows. Three airports serve the region. Kansas City International Airport (MCI) is just 25 interstate highway miles north of Overland Park. Johnson County Executive Airportthe second busiest in Kansasprovides complete services for private business jets and general
45、aviation. New Century AirCenter, just 12 miles southwest of the city, offers general aviation services and accommodates cargo or passenger jets of any size.Overland Park supplies some of the most highly educated workers in the nation, with 97% of Overland Park adults over age 25 holding at least a h
46、igh school diploma. Johnson County, in which Overland Park is located, ranks first among the countrys 231 counties with populations greater than 250,000. The county ranks sixth in percentage of adults with at least a bachelors degree and 16th in the percentage with a graduate or professional degree.The Overland Park area has a total population of 175,265 based on the 2010 census. The median household income is $77,881 and the median age is 37.9. (2010 US Census) 4.1 Industry AnalysisThe US coffee shop industry includes about 20,000 stores with combined an
