Journal of Academy of Marketing Science

Running head: BUSINESS PLAN
Business Plan
Name of the Student:
Name of the University:
Author’s Note:

BUSINESS PLAN
1
Executive Summary
The main purpose of this assessment is to formulate a venture planning process which
can be sustained for a long term period. The company which is being considered will be
operating in café industry and would be providing different varieties of snacks and drinks
along with the normal beverage offers. The name of the company would be Blue Star Café
and the tagline for the business would be café, snacks and more. The business intends to set
up its own delivery system which would be delivering café and other products within a
particular range. The online orders would be handled through an application which would be
launched by the company and orders can also be placed through website. The analysis would
be showing different trends which are present in the market and also financial viability of the
plan which is formulated by the business.

BUSINESS PLAN
2
Table of Contents
Introduction....................................................................................................................3
Discussion......................................................................................................................4
Analysis on possible market gap/opportunity............................................................4
Value proposition of the innovative product or service.............................................4
Marketing and channel strategy approach..................................................................7
Competitive strategy and positioning.........................................................................8
Financial Modelling.......................................................................................................8
Breakeven Analysis..................................................................................................10
Conclusion....................................................................................................................10
Reference......................................................................................................................11

BUSINESS PLAN
3
Introduction
The main purpose of the assessment is to formulate a business plan showing
establishment of Blue star café which would be serving different types of beverages and also
drinks like shakes, soft drinks and snacks like pizza and burgers. The business would be set
up near a commercial area so that the business can serve office workers as well as domestic
households. The analysis would be showing market gap and opportunities which can be
utilized for enhancing the operations of the business (Jones & Penaluna, 2013). The business
plan would be containing a marketing plan for the café business. The analysis would be
showing a critical analysis of the value which is created by the business and the same would
be demonstrated in the form of business model canvas. This is done to properly promote the
product which is offered by the business. It also discusses the financial analysis as how the
company will able to perform its various activities in the market.
Discussion
Analysis on possible market gap/opportunity
The Fast food service market in Australia is undergoing a growth phase and has
significantly contributed to the revenue which is generated by the economy. The fast food
industry is continuously expanding and different types of fast food along with beverages are
quite in demand. It is therefore the reason that most of the start-up businesses are looking or
new concept so that competitive advantage can be acquired in the operations of the business
(Burns & Dewhurst, 2016). In addition to this, the consumption of coffee and its products are
also quite high in the country. The growth in the consumption of coffee products have
increased over the years and the same is expected to further increase in future and therefore
there is a clear opportunity in the market. This shows that the business of Blue Star café has
an opportunity to establish a business in the market with long run perspective. The business