Assignment on Business Plan (Deline Cafe)

1Running head: BUSINESS PLAN
[ ]
[Your Name]
[Your Title]
[Deline Cafe]
[Main Business Address]
ABN: [ABN 13 784 556 001]
Business Plan
Prepared: Date Prepared

2BUSINESS PLAN
Table of Contents
1. Business Plan Summary..............................................................................3
1.1. The Business...............................................................................................................3
1.2. The Market.................................................................................................................4
1.3. The Future..................................................................................................................4
1.4. The Finances...............................................................................................................5
2. The Business..............................................................................................5
2.1. Business details..........................................................................................................5
2.2. Registration details.....................................................................................................5
2.3. Business premises.......................................................................................................6
2.4. Organization chart......................................................................................................6
2.5. Management & ownership.........................................................................................7
2.6. Key personnel.............................................................................................................8
2.7. Products/services........................................................................................................9
2.8. Innovation.................................................................................................................10
2.9. Insurance...................................................................................................................10
2.10. Risk management...................................................................................................11
2.11. Legal considerations...............................................................................................12
2.12. Operations...............................................................................................................12
2.13. Sustainability plan..................................................................................................14
3. The Market.............................................................................................. 15
3.1. Market research........................................................................................................15
3.2. Market targets...........................................................................................................15
3.3. Environmental/industry analysis..............................................................................16
3.4. Target customers......................................................................................................16
3.4. S.W.O.T. analysis.....................................................................................................17
3.5. Competitors..............................................................................................................18
3.6. Advertising & sales..................................................................................................22
4. The Future............................................................................................... 24
4.1. Vision statement.......................................................................................................24
4.2. Mission statement.....................................................................................................24
4.3. Goals/objectives.......................................................................................................25
4.4. Action plan...............................................................................................................25
5. The Finances............................................................................................ 26
5.1. Key objectives & financial review...........................................................................26
5.2. Assumptions.............................................................................................................26
5.4. Balance sheet forecast..............................................................................................28
5.5. Profit and loss forecast.............................................................................................29
5.6. Expected cash flow...................................................................................................30
5.7. Break-even analysis..................................................................................................30
5.8. Supporting documentation........................................................................................30

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1. Business Plan Summary
1.1. The Business
Business name: Business name selected for the new coffee shop business is Deline
Café that will be situated in Melbourne, Australia.
Business structure: The new coffee shop business will be situated in Melbourne. For
setting up the business, the new coffee shop will initiate its business as a company. Operating
as a company Deline Café will have three functioning groups in the firm including
production, sales along with marketing and administrative group.
ABN: Deline Café’s ABN number will be ABN 13 784 556 001.
Business location: The new coffee shop business will be situated in Melbourne,
Australia.
Date established: The date on which the business will be set up is on 5th March, 2018.
Business owner(s): The business owners of the Deline Café are James Polk who will
hold 51% shares and Todd Megan who will have minority shares in the company.
Relevant owner experience: James Polk has 10 years of experience as a head chef in
a renowned Australian restuarnat and has attained food championship trophy in Australian
food festival.
Products/services: Deline Café will offer expresso-based coffee beverages including
mochas, lattes, cappuccinos, etc. Such coffee beverages will be prepared as per the tastes and
preferences of the target consumers in Melbourne. As the consumers prefer perfectly brewed

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quality coffee, the café will maintain efficient preparation techniques in preparing such
beverages.
1.2. The Market
Target market:
The target market of Deline Café includes consumers those prefer gourmet coffee
along with enjoying exotic and unique coffee flavors. The company offers variety of coffee
beverages as per the demands of the target market. The target consumers prefer enjoying
better tasting coffee that belongs to every age group. However, as the coffee shop will be
situated beside a university majority of its consumers will be students and faculties.
Marketing strategy: Deline Café will develop a marketing strategy that will employ
low cost advertising strategy. The promotional campaigns include drive-time radio and
bulletin relationships with schools and charities. Distinctive logo of “Deline Café” with a
flower blooming in a pot symbol will be the unique promotional strategy that will indicate
happy and conspicuous ambiance. The marketing strategy of Deline Café is focused on
promoting the value proposition of the new café through social media and hoardings in the
nearby universities.
1.3. The Future
Vision statement:
Deline Café will have a vision in generating an exceptional place where the customers
might socialize with others in a relaxing and comfortable surroundings. The café will have an
intention to make people enjoy freshly brewed espresso and coffee in the town.
Goals/objectives:

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Deline Café has set certain objectives that it considers to be addressed in the first year of
the business:
 Maintaining a gross margin of 65%
 Attain profits from the initial month of the business operation
 To position itself as the “best new coffee shop in the locality”
1.4. The Finances
The new coffee shop will attain funds through obtaining loan of $ 230, 000 from the
bank. Deline Café expects 65% gross profit margin and anticipates that its net profit will grow
from $507,304 to $ 666, 672 in two years.
2. The Business
2.1. Business details
Products/services Deline Café will offer expresso-based coffee beverages including
mochas, lattes, cappuccinos, etc. The coffee shop will also prepare pastries and sandwiches of
different flavors. Such coffee beverages will be prepared as per the tastes and preferences of
the target consumers in Melbourne. As the consumers prefer perfectly brewed quality coffee,
the café will maintain efficient preparation techniques in making such beverages.
2.2. Registration details
Business name: Business name selected for the new coffee shop business is Deline
Café that will be positioned in Melbourne, Australia.
Trading name(s): Deline Café is the proposed trading name for the new coffee shop
Date registered: The date on which the business will be set up is on 5th March, 2018.

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Location(s) registered: The new coffee shop business will be situated in Melbourne,
Australia.
Business structure: Deline Café will operate its business as an established company
ABN: Deline Café’s ABN number is ABN 13 784 556 001.
GST: Deline Café will register itself for GST on 10th February, 2018
Domain names: The domain names that are considered to be registered for Deline
Café include DelineCafe.com.au and DelineCafe-Registration.com.au.
Licenses& permits: The licenses and permits that will be registered for the new
coffee shop business are registration with ABN, attaining licenses for hospitality service and
food handlers permit.
2.3. Business premises
Business location: The new coffee shop business will be situated in Melbourne. For
setting up the business, the new coffee shop will initiate its business as a company. The
company will relatively be a flat one as most of the employees are associated with production.
Operating as a company Deline Café will have three functioning groups in the company
including production, sales along with marketing and administrative group.
Buy/lease:Deline Café will take the ground floor of a residential complex in
Melbourne for lease in order to start a new coffee shop business.
2.4. Organization chart

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(Figure 1: Organization Structure)
Source: Authors Note
2.5. Management & ownership
Names of owners: James Polk and Todd Megan will be the business owners of the
newly established coffee shop “Deline Café”.
Details of management & ownership: The business owners of the Deline Café are
James Polk who will hold 51% shares and Todd Megan who will have minority shares in the
company.
Experience: James Polk has 10 years of experience as a head chef in a renowned
Austskian restuarnat and has attained food championship trophy in Australian food festival.
Todd Megan has more than 2 years’ experience to work as a manager in a renowned
Australian restaurant.
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