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BUSSINESS PLAN THE COFFEE PROJECT – 04/04/2022 – By: Nguyen Ngoc Van Trang Do Thi Quynh Thy Nguyen Ngoc Thao Vy Pham Kim Ngan Thai Kim Dung Table of Contents I EXECUTIVE SUMMARY A Opportunity B Expectations II OPPORTUNITY A Problem & Solution B Target Market C Competition III EXECUTION A Marketing plan B Operations IV COMPANY A Overview B Team 10 V FINANCIAL PLAN 11 A Forecast 11 B Funding Requirements 11 VI APPENDIX .11 A Pro forma Income Statement 12 B Pro forma Cash Budget 12 C Pro forma Balance Sheet 13 I EXECUTIVE SUMMARY A Opportunity With modern life, which revolves mainly between school and work, being away from nature and rarely enjoy travel, besides the emergence of the covid pandemic, it also makes it difficult to travel and relax For those who "love photography", this cafe will be an interesting stop, as long as you have a companion, everyone will have a lot of "genuine" photos For those who simply want to find a new space, immerse themselves in nature to relax and socialize, my cafe will be a good choice, a peaceful place to live, without the noise of fatigue of the artificial elements that hurt your soul The cafe shop will be located in Da Lat city - which is famous for being cool, attracting many customers who like to travel, relax and have a vacation With an abundance of customers from tourists, this place would be the ideal place to open a cafe Plenty of seating and a modern model combined with camping, Ratatouille Coffee will appeal to the audience of caffeine -lovers and camping-lovers who want to enjoy the social aspect of grabbing coffee in a unique atmosphere Our target customers are students, pupils, busy commuters, tourists from 16-40 years old (especially genZ and millennials) who want to find a place to rest, relax and experience the camping cafe model with moderate to moderate prices The main competitors of the cafe are the old cafes with many customers, the cafes with beautiful models and decorations, and the simple cafes with lower prices However, customers often consider the price, besides the quality of drinks and services Our shop will always ensure the best quality of service and drinks to satisfy customers Our team is a young, dynamic startup group that is always looking for new things, likes to turn challenges into opportunities for self-expression and always wants to surpass themselves Besides, our group also likes to bring healing, dispel fatigue after school hours, hard working hours or bring joy to everyone With our experience as young people who love camping, traveling and coffee, we will be the most suitable founder to make a coffee model of camping experience for everyone B Expectations (This data is taken from PRO FORMA INCOME STATEMENT below) Financial Highlights by Quarter 500,000,000.00 450,000,000.00 400,000,000.00 350,000,000.00 300,000,000.00 250,000,000.00 200,000,000.00 150,000,000.00 100,000,000.00 50,000,000.00 0.00 Quarter Revenue II Quarter Expenses & Costs Quarter Net Profit Quarter Net Loss OPPORTUNITY A Problem & Solution Coffee & Camping is a business model that provides two services at the same time, allows customers to "drink coffee while camping" in an open space, closer to nature Different from the popular types of camping specializing in survival or just having a tent and a few simple items, the form of camping cafe is more comfortable and relaxing after a tiring time with work, study and life With professional camping materials, full facilities, delicious and quality food and drinks, customers come here feel like they are in a real picnic, enjoy the sunset while watching the city lights up, with an economical price Our goal is to bring change to the area while spurring people to heal their heart Among the many beautiful coffee shops in Da Lat, is there anything in Ratatouille Coffee to impress visitors? The answer is probably the style and experience that the coffee shop brings This place is built in the style of coffee combined with camping This model is quite popular in foreign countries However, it is still new in Vietnam The model of camping cafe camping cafe was "born" to direct customers closer to nature Here, customers also have the opportunity to go camping in a short time without having to go far from the city Ratatouille Coffee will offer specialty coffees from roasteries in the region that operate with a direct trade model The shop will offer the standard specialty coffee drinks like cappuccinos, lattes, macchiatos and cortados, as well as shots of flavors and a selection of milk alternatives B Target Market The Coffee's main customers will be people from 16-30 years old, who are students from 11 high schools, universities - colleges in Da Lat (according to lamdong.edu.vn) and tourisms from anywhere Our target is people who have a passion for coffee and love to go camping, travel, love the freshness of nature, and also people who need to heal their hearts Come to us, they will have a good experience of camping services as well as food and drinks at Ratatouille Coffee C Competition With long-standing and famous coffee shops, these will be powerful competitors with loyal customers and acquaintances of the shop Customers will tend to go to "familiar shops" and rarely change places And for customers who like "simple" coffee just sitting and drinking coffee, they may be afraid to hear about coffee & camping models - however Ratatouille Coffee still serves coffee at the table to drink Tui Mo To coffee is the main competitor which sells drinks like ours Hoang Hon Chieu and Makakamp in Da Lat both sell coffee blends but further than our Coffee Shop and are indirect competitors with Ratatouille Coffee Indirect competition will also include at-home brew methods such as traditional coffee makers, Keurig machines, Aeropress, and French Press Due to the convenience of the Starbucks, Highlands, and some big coffee brands drive-thru service and their early opening-hour, these franchises will likely continue to dominate the market for working professionals who buy coffee on their commute into work Competitor Analysis: Factor Products/ Services Price Range Business Model Trade Area Our advantages Meet as diverse as customer requirements: This novel F&B business model has upgraded an ordinary coffee shop into a "full service" entertainment and entertainment destination with a variety of services from dining, Camps, events, food and drink prices, etc Especially, in the context of the epidemic situation, when people face many difficulties to go out of the city, the coffee & camping model will be a form of travel that is both convenient and safe Thanks to that, the coffee shop of the rendezvous will continue to be a popular "popular" spot in the near future Expanded customer target: Without restricting the target customer to students or office workers, coffee & camping will be suitable for many different customers Young people will love the beautiful space to take pictures to check-in This will also be a great place for groups of friends and family to gather to talk, chill and relax, relieve stress and fatigue of work and life Abundant source of revenue: Besides the revenue from drinks, the camping & coffee model also has other sources of revenue such as camping tent rental service fee, brand's commercial photography fee, party service as birthday or music fee, at the request of the customer With the mentality of "traveling close to home", customers also tend to spend more than when just going to a regular cafe With a diverse and flexible revenue stream, this business model will help shop owners make effective profits III EXECUTION A Marketing plan Ratatouille Coffee will manage promotions largely through social media and word of mouth Our social media manager will create posts on Instagram aimed at the millennial demographic, as well as Facebook to spread awareness These social media sites reach a large portion of our target market and are free tools to use Word of mouth will also be a key in building anticipation before the shop opens and spreads awareness to our target market that is not active on social media Customers will receive a discount on their food or drink purchase for “check-in” to Ratatouille Coffee on Facebook or following us on Instagram and Tiktok Loyalty cards will also be utilized to encourage repeat customers by offering a discount after several purchases at Ratatouille Coffee As our way of expressing gratitude to them, customers will always receive a 10% discount on their drink or food purchase Ratatouille Coffee will take suggestions from customers and follow up on repeat customers in the shop to find ways to make their experience better Through quality products and a friendly attitude, customers will feel confident and motivated to become repeat customers, as well as recommend Ratatouille Coffee to their network of family, friends, and colleagues B Operations Ratatouille Coffee shop is located at Doc 9, Trai Mat, Ward 11, Da Lat city, Lam Dong From the city center to here is about km Go in the direction of National Highway 20, pass Ve Chai Pagoda for a distance of about 2km, then turn right to get to the shop Visitors can use Google Maps to locate the restaurant for easy access Although a bit far from the city center, this cafe is located near many beautiful destinations on Highway 20 such as Ve Chai Pagoda, Trai Mat hydrangea field From here, visitors can also combine to visit Cau Dat tea hill or train tunnel With an openplan design, visitors can fully enjoy the feeling of being immersed in nature and heaven when visiting here No concrete walls, not much modern furniture Everything at the shop adheres to the most simple and rustic criteria It is the vast open space with the sea of clouds right in front of us that is the reason why we decided to open a camping cafe here Technology, Equipment & Tools: As for the barista equipment, we will use coffee machines, water purifiers, ice machines, refrigerators, blenders, juicers, With the criteria of being close to nature and relaxing camping, we will minimize electronic devices that can affect the user experience and partly to save costs The modern devices we plan to use are wifi transmitters, decorative led lights, glow filament lights in camping tents, light transmitters, heaters IV COMPANY A Overview We are a group of people who founded this cafe, with the function and capital contribution of people contributing 13.33%, one person with 20% contributions, and bank loans with 26.67% and the total is 1.5 billion VND B Team We have people who are also managers of the cafe With the structure and size of the coffee shop, we will have to hire about staffs to serve at the coffee shop Each of us will take on different management positions for the coffee shop: Financial Management Communication Management Store Management Human Resource Management Product management 10 V.FINANCIAL PLAN A Forecast By the end of 2021, Da Lat city has welcomed back nearly 30,000 visitors, bringing the total number of tourists in 2021 to more than 1.97 million, of which international visitors reached 17,000 In the early days of 2022, Da Lat also welcomed over 55,000 visitors during the New Year holiday, especially before and after the Lunar New Year, more than 200,000 people came here to visit and relax On this occasion, the city was also honored to be awarded the "ASEAN Clean Tourist City" award by the Association of Southeast Asian Nations During February 2022, Da Lat tourism has not cooled down, always bustling with tourists, especially on weekends Da Lat city received the award "ASEAN clean tourist city 2022." This is a title that helps the city's tourism industry to be more attractive to welcome international tourists, especially potential ASEAN countries The habit of drinking coffee of Vietnamese people is like a beauty and more attractive when enjoying a warm cup of coffee and feeling what they want behind the hustle and bustle of life out there Revenue by Month Months in Year 180,000,000.00 160,000,000.00 140,000,000.00 120,000,000.00 100,000,000.00 80,000,000.00 60,000,000.00 40,000,000.00 20,000,000.00 0.00 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct (This data is taken from PRO FORMA INCOME STATEMENT below) 11 Nov B Pricing Pricing for Ratatouille Coffee will be comparable to Tui Mo To Our goal is to maintain a 75% gross margin on coffee and food Maintaining low materials costs and a high gross margin Ratatouille Coffee will purchase coffee from roasteries at current specialty coffee wholesale prices Specialty coffee suppliers provide higher-than-average compensation for coffee beans that are of the highest quality, in order to reward the farmer for harvesting his crop The higher bean quality warrants the extra price the buyer pays per kg, and ultimately the consumer pays per drink Given estimated monthly fixed costs of 17,500,000VND and an average drink price of 50,000VND, breakeven sales per month total 1,000 sales C Funding Requirements Ratatouille Coffee total startup costs are estimated to be 1,500,000,000VND The business will be funded by personal investments in the total amount of 1,100,000,000VND and a 400,000,000 commercial business loan from TP Bank The loan will be paid off over a 4-year period This initial investment will provide enough working capital to purchase all equipment and beginning inventory, as well as cover any cash flow deficits during the startup phase Ratatouille Coffee will operate in a rented facility to keep capital investments low Below is list of all startup costs that will be covered with the 1,500,000,000VND 12 13 VI APPENDIX A Pro forma Income Statement B Pro forma Cash Budget 14 C Pro forma Balance Sheet 15 References Porter, L (2018, 05) Business Plan: The Coffee Project ScholarWorks@UARK https://scholarworks.uark.edu/cgi/viewcontent.cgi? article=1031&context=acctuht&fbclid=IwAR0Qann9yXsqIS6Yw_HI_2uHP_exzYllRwE beyykIivQ8UVHPbzUkngiaoQ SAMPLE BUSINESS PLAN: Moose Mountain Café (n.d.) NH Small Business Development Center https://www.nhsbdc.org/sites/default/files/media/2020-10/moosemountain.pdf Cafe cắm trại - mơ hình “2 1” thu lợi nhuận khủng ngành F&B (2021, November 11) iPOS https://ipos.vn/cafe-cam-trai/ Beautiful Da Lat in spring atmosphere - Nhan Dan Online (2022, February 5) Vietnam https://en.nhandan.vn/pictures/item/11135502-beautiful-da-lat-in-spring-atmosphere.html Da Lat to receive ASEAN Clean Tourist City award | Travel | Vietnam+ (VietnamPlus) (2022, January 23) Vietnam Plus https://en.vietnamplus.vn/da-lat-anattractive-destination-to-tourists/221108.vnp Quán cà phê cắm trại Makakamp cafe Đà Lạt- nơi người ta 'sống chậm' (2021, June 21) Du Lịch Việt Nam https://dulichvietnam.com.vn/quan-ca-phe-camtrai-makakamp-cafe-o-da-lat.html No 16 THANK YOU FOR YOUR READING! 17 18 ... "simple" coffee just sitting and drinking coffee, they may be afraid to hear about coffee & camping models - however Ratatouille Coffee still serves coffee at the table to drink Tui Mo To coffee is the. .. people to heal their heart Among the many beautiful coffee shops in Da Lat, is there anything in Ratatouille Coffee to impress visitors? The answer is probably the style and experience that the coffee. .. love camping, traveling and coffee, we will be the most suitable founder to make a coffee model of camping experience for everyone B Expectations (This data is taken from PRO FORMA INCOME STATEMENT
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