Applied Business Challenge

Running head: APPLIED BUSINESS CHALLENGE
Applied Business Challenge
Name of the Student
Name of the University
Authors Note
Course ID

APPLIED BUSINESS CHALLENGE1
Table of Contents
Company Descriptions:..............................................................................................................2
Business structure:.....................................................................................................................2
Products and Menu:....................................................................................................................2
Industry and market operating:..................................................................................................2
Geographic location:..................................................................................................................3
SMART Objectives:...................................................................................................................3
Competition in the Market:........................................................................................................4
Target Market Segments:...........................................................................................................4
Sales and Marketing Plan:..........................................................................................................5
Sales and Marketing Smart Objectives:.................................................................................5
Pricing:...................................................................................................................................5
Promotion:..............................................................................................................................5
Operation Plan:...........................................................................................................................6
Property:.................................................................................................................................6
Equipment:.............................................................................................................................6
Financial Plan:............................................................................................................................7
Start-Up-Capital Requirement:..............................................................................................7
Financial Statements:.............................................................................................................8
Profit and Loss Account:........................................................................................................8
Cash Flow Forecast:...............................................................................................................9

APPLIED BUSINESS CHALLENGE2
Balance Sheet:......................................................................................................................10
Risk Analysis:..........................................................................................................................11
Human Resources:...................................................................................................................11
Organizational Structure:.....................................................................................................11
References:...............................................................................................................................13

APPLIED BUSINESS CHALLENGE3
Company Descriptions:
Espresso Cream Café would be a coffee house that would be located in the Footscray
Park Campus which is nearby the university. The café would be serving its customers the
gourmet coffees, espresso and drip coffee. The café would remain open from Monday to
Sunday from 8 am to 10 pm.
Business structure:
Espresso Cream Café would be completely owned by the owners under the
partnership form business structure.
Products and Menu:
Espresso Cream Café main products would be gourmet roasted coffees with variety of
flavours such as mocha, carmelicious, white mocha, brewed coffee and candy bar latte. To
complement the coffee there would be a line of smoothies such as strawberry, peach, wild
berry, mango, peach and lemonade. To further list down the items of simple menu line there
will be pastries that would be made available to customers from the outside suppliers, freshly
made and delivered on daily basis. The coffee shop would also offer pastry that might vary
on the basis of seasonality. Nevertheless, the main line of menus will be breads, cookies,
scones, muffins and rolls.
Industry and market operating:
Australia is regarded as one of the major coffee consuming nation in the oceanic
region. It is regarded as one of the few nations where the instantaneous drinking of coffee
surpasses the freshly prepared ones. Furthermore, nearly 75% of the annual coffee drinking in
Australia is instantaneous (Drucker 2014). The Australian coffee market is anticipated to see
a 3.5% CAGR during the estimated period. The industry in which Espresso Cream Café
operates comprises of around 20,000 stores which combines a yearly revenue of around $12