Business Plan of Coffee on the Way Assignment 2022

Running head: BUSINESS PLAN OF “COFFEE ON THE WAY”
Business plan of “Coffee on the way”
Name of the University:
Name of the Student:
Authors Note:

1BUSINESS PLAN OF “COFFEE ON THE WAY”
Executive Summary
The business operations of this new coffee shop will be focused on introducing new and
innovative coffee products in the market such as cascara drinks. The corporate strategy of this
new coffee business will be to equitably source exceptional coffees and then roast them to
perfection to ensuring exceptional coffee beverage experience for its target consumers. High
standards of coffee producing methods are attaining political prominence where Australian
coffee industry faces high demand for fair trade coffee. “Coffee on the way” coffee shop is
responding to such change through provision of de-cafe drinks and green coffee. Strong force
as “Coffee on the way” coffee shop has several competitors within the industry such as The
Grind, Argo on the Parade and The Lost Deli that operates successfully in Norwood. Strong
force as “Coffee on the way” coffee shop has several competitors within the industry such as
The Grind, Argo on the Parade and The Lost Deli that operates successfully in Norwood. The
resources that will be acquired by the “Coffee on the way” coffee shop will include physical,
financial, intellectual property and human resources. Capabilities that will be attained by “Coffee
on the way” coffee shop in attaining competitive advantages within the target market will include
corporate and financial management capabilities, technological development, operations
management, marketing, sales and service capabilities, procurement, inbound and outbound
logistics along with human resource capabilities. Based on observation of the Porter’s
competitive advantages model indicated in the figure below, differentiation strategy will be
followed by this new coffee shop in attaining competitive advantages. School and nearby
residents of Norwood can also be potential target consumers and to retain these target
consumers the new coffee shop will offer them with some concession on every purchase.
Considering that differentiation business strategy will be followed in the company through
keeping prices reasonable for all its offerings, “Coffee on the way” coffee shop will set skimming
pricing strategy. Social media promotional channels such as YouTube, Facebook and Twitter
will also be employed for sales promotion The Company will also undergo investment of $
10,000 in installing a service delivery system that can brew fresh coffee every hour.
Transformational leadership style will be followed in the new coffee shop in which the leader will
encourage and motivate employees to support constant changes in ensuring future growth of
the company. The licenses that will acquired for opening new café in Australia will include
attaining a business license that will be attained through registering the business and obtaining
Australian Business Number (ABN). For dealing with financial risks ay special deals will not be
accepted on the initial years of business that drifts from target focus and might be unprofitable.

2BUSINESS PLAN OF “COFFEE ON THE WAY”
Table of Contents
1. Background............................................................................................................................. 3
2. Corporate objectives................................................................................................................ 3
3. Situational analysis.................................................................................................................. 3
3.1. External Business Environment Analysis..........................................................................3
3.2. Porter’s Five Forces, Strategic Groups, and Industry Life Cycle.......................................4
3.3. Organizational Resources, Capabilities and Distinctive Competencies.............................6
4. Strategic options......................................................................................................................7
5. Business strategy....................................................................................................................7
6. Marketing strategy................................................................................................................. 10
7. Organization infrastructure.....................................................................................................12
8. Operations management.......................................................................................................13
9. Technology, innovation and knowledge management...........................................................13
10. Human resource management.............................................................................................13
11. Organizational culture and leadership..................................................................................14
12. Financial management.........................................................................................................15
13. Capital and funding.............................................................................................................. 15
14. Economic evaluation............................................................................................................16
15. Implementation and control..................................................................................................21
16. Legal compliance................................................................................................................. 23
17. Governance......................................................................................................................... 23
18. CSR..................................................................................................................................... 23
19. Communication.................................................................................................................... 23
20. Risk management................................................................................................................ 23
21. Conclusion........................................................................................................................... 24
References and Bibliography.....................................................................................................25

3BUSINESS PLAN OF “COFFEE ON THE WAY”
1. Background
The proposed business plan is focused on developing a business plan for the company
named “Coffee on the way” that will be situated in The Parade, Norwood location. This coffee
shop will be a partnership firm in which the partners will have minimum qualification of MBA and
will be residents of Norwood as they are financially sound to invest enough capital in the new
business. The business operations of this new coffee shop will be focused on introducing new
and innovative coffee products in the market such as cascara drinks. The coffee shop that will
be set up in the selected location will attain competitive edge through offering readymade and
wide range of coffee products to all its target consumers. The business model of “Coffee on the
way” is focused on positioning itself as a coffee bar that will offer its consumers with high quality
gourmet coffee along with exceptional service. The coffee shop will offer its consumers with
unique coffee offerings such as espresso, macchiato, mocha and cappuccino. Among the
cappuccino will be one of the most important coffee beverages that will be sold to consumers.
Other offerings will include hot chocolate, coffee flavored candies and chocolates, homemade
biscuits and cakes along with Cascara drinks. Moreover, the coffee shop will have relaxing
environment with furniture that can offer great comfort to the consumers.
2. Corporate objectives
The corporate mission of “Coffee on the way” company will be to offer its target
consumers with perfect and delicious coffee products along with excellent and reliable services
to its consumers.
The objectives of this new business of the “Coffee on the way” coffee shop are indicated
below:
 To create vibrant café which reflects and improves coffee consumption experience for
consumers
 To attain increase in consumer base and profit margin by 10% at the end of the first year
of business setup
 To obtain 15% of the market share by the end of the next five years
The corporate strategy of this new coffee business will be to equitably source
exceptional coffees and then roast them to perfection to ensuring exceptional coffee beverage
experience for its target consumers.
3. Situational analysis
3.1. External Business Environment Analysis
Political Political environment of Australia has significant impact on the Coffee
industry. High standards of coffee producing methods are attaining political
prominence where Australian coffee industry faces high demand for fair trade
coffee. The political stability of the country is high which helps in prosperity of
the country. Moreover, government has can play a significant role in
promoting coffee business of “Coffee on the way” coffee shop in Australia.
Economic The impact of coffee industry in Australia is stronger and the coffee production
in the nation established vital linkages within the country’s economy. Coffee
industry of Australia went through growth periods but is also facing difficulties
related with low concentration in coffee industry that makes it complex to

4BUSINESS PLAN OF “COFFEE ON THE WAY”
acquire market share without facing significant risks that might support
smooth operations of “Coffee on the way” coffee shop.
Social Consumers of “Coffee on the way” coffee shop are observed to become
highly health conscious and are shifting to alternatives such as health drinks
and other herbal teas. “Coffee on the way” coffee shop is responding to such
change through provision of de-cafe drinks and green coffee.
Technological Hi-tech equipment and premium ingredients are easily assessable and are
used as well as sold in coffee shops that can produce from cappuccinos to ice
blended coffees. For this reason consumers are becoming knowledgeable
regarding specialized coffee ranges along with various tastes of such
beverages. Considering same, “Coffee on the way” coffee shop will implement
such technological advancements.
Legal The coffee industry of Australia ensures that they do not violate any laws and
regulations in the domestic market as well as the nations from where they
purchase coffee beans and sources roasted coffee. Such regulations to be
considered by “Coffee on the way” coffee shop include caffeine production
and consumption related policies by Australian health authorities.
Environmental The coffee shops in Australia are following the trend of building environment
friendly stores and facilities that will be considered by “Coffee on the way”
coffee shop along with focusing on water and energy conservation and
making sure that all their cups are recyclable.
3.2. Porter’s Five Forces, Strategic Groups, and Industry Life Cycle
Porter’s Five Forces Analysis
Competitive Rivalry Strong force as “Coffee on the way” coffee
shop has several competitors within the
industry such as The Grind, Argo on the
Parade and The Lost Deli that operates
successfully in Norwood.
Bargaining Power of Consumers Strong force as there is increased substitute
product availability and low switching costs.
Such substitute products include Tea,
Chicory Coffee and fruit smoothies.
Bargaining Power of Suppliers Weak force as there is large overall supply
and existence of numerous coffee suppliers
that includes Bay Beans Coffee, The Coffee
Beanery and Purebean Coffee Solutions.
Threat of Substitutes Strong force because of high affordability of
substitute products and their increased
availability. Such substitute products include
Tea, Chicory Coffee and fruit smoothies.
Threat of New Entrants The threat of new entrants is relied on extent
to which competitors can enter the market and
coffee industry is easy to penetrate as
relatively little capital investment and there are
no government regulations
(Konacoffeefarmers, 2019).

5BUSINESS PLAN OF “COFFEE ON THE WAY”
Strategic Groups and Stage in Industry Life Cycle
The strategic group map indicated in the figure below for “Coffee on the way” coffee
shop indicates that the new coffee shop has few rivals based on product one and geographic
location (Konacoffeefarmers., 2019).Such major competitors of the coffee shop can be The
Grind, Argo on the Parade and The Lost Deli that operates successfully in Norwood. The
strategic groups of the company consider identification of competitors and the level of
competition within the industry based on sales, product penetration, operations and service. In
analyzing the strategic groups, the direct competition of “Coffee on the way” is from The Grind,
Argo on the Parade and The Lost Deli that operates successfully in Norwood. The Grind is well
established in Norwood that has attained competitive advantages through offering consumes
with seasonally crafted coffee blends and online coffee delivery. Argo on the Parade has
attained competitive advantage of operating successfully within the industry through ethically
sourcing coffee beans and its double shot coffee drinks made from black ground coffee beans.
The new “Coffee on the way” coffee shop will initiate its business through being in the
introduction stage of the industry life cycle, where it will focus on building awareness about its
coffee beverage product offerings and pricing will be kept low to attain high market share.
Competitor Analysis
The coffee industry of Australia has low level of market share concentration where a few
companies holding over 5% share in the market. The most established coffee chains in
Norwood are deemed to include The Grind, Argo on the Parade and The Lost Deli that operates
successfully in Norwood. While such coffee chains operate a number of stores but they have
less market power and are not that capable of influencing industry in terms of product and price
trends. As the industry is fiercely competitive it is important for new coffee shops to attain better
understanding of market for responding quickly to changing consumers tastes and preferences
(Coffee Shops – Australia Industry Research Reports | IBIS World., 2019).
Local coffee shops, quick service along with fast food restaurants are also major
competitors that attains huge consumer base through employing strategic strengths of
introducing special offers and loyalty programs. However, certain weaknesses faced by these
competitors are regarding offering low priced coffee beverages with high quality and introducing
diversified coffee beverages in which “Coffee on the way” coffee shop intends to attain
competitive advantages.
Market Analysis
The coffee market of Australia is observed to offer basic coffee types along with
introducing new beverages to attain diversification in the industry. These products are intended
for offering to target market that have high preference of coffee consumption during morning
and prefer relaxing in a cafe enjoying fresh tastes of coffee.
Characteristics of coffee industry of Austria indicate that there is increased preference of
single-serve coffee brew systems by consumers, regular innovation in coffee beverages and
there is increased demand for instant and ground coffee. Coffee industry of Australia is
forecasted to grow at 1.3% CAGR each year due to increasing demand of certified coffee
products(Cafes and Coffee Shops – Australia Industry Report | IBISWorld. 2019).

6BUSINESS PLAN OF “COFFEE ON THE WAY”
Figure 2: Australian Coffee Industry Statistics
(Source: Cafes and Coffee Shops – Australia Industry Report | IBISWorld., 2019)
The coffee shops offering premium quality coffee beverages are observed to set
premium pricing strategy for their offerings such as The Grind. However, local coffee shops and
restaurants set low prices for average quality coffee beverages in attaining competitive
advantage and attract huge consumer base.
The coffee shops are generally located in the busy areas where distribution of coffee
beverage products can attract a large consumer base and increase viability of its shop.
3.3. Organizational Resources, Capabilities and Distinctive Competencies
The resources that will be acquired by the “Coffee on the way” coffee shop will include
physical, financial, intellectual property and human resources. The physical resources will
include raw materials like coffee products, machineries, supplies and building space for opening
a coffee shop. Financial resources that will be needed include capital. Intellectual property
resources will be attained in the form of copyrights, patents and goodwill. Human resources will
include baristas, suppliers, manager and baristas for smooth operations of the coffee shop.
Capabilities that will be attained by “Coffee on the way” coffee shop in attaining
competitive advantages within the target market will include corporate and financial
management capabilities, technological development, operations management, marketing,
sales and service capabilities, procurement, inbound and outbound logistics along with human
resource capabilities. Human resource capabilities will include highly trained baristas,
sustainable suppliers, manager and baristas for smooth operations of the coffee shop.
Technological capability will be developed through implementing highly advanced coffee
roasting and brewing machineries along with efficient point of sale technology. Marketing and
sales capability of the company will include focus on developing strong brand identity through
maintaining complex combination of knowledge, processes, best practices and way of working.
Corporate and financial management capabilities development in the company will be sustained
through keeping track of liabilities and maintaining all payments and receivables transparent.
Operations capability will be focused on managing resources in addressing consumer demands.

7BUSINESS PLAN OF “COFFEE ON THE WAY”
The distinctive competency that will be maintained by “Coffee on the way” coffee shop in
attaining competitive advantages will be through its expertise in coffee roasting and offering
hand-built beverages. The company will source high quality coffee beans ethically and
sustainably from a certified supplier in addressing high quality expectations of consumers
(Knox, 2016).
4. Strategic options
External and Internal
Factors
Strengths
 Premium quality coffee
beverages and
services
 Efficiently managed
supply chain
 Ethical sourcing from
suppliers
 Exceptional consumer
services
Weakness
 Similar products
offered by competitors
such as The Grind,
Argo on the Parade
and The Lost Deli that
operates successfully
in Norwood
 Less diversified
product ranges
Opportunities
 Expansion in the local
market
 Diversification in the
product mix
 Partnership or co-
branding with otherf
brands
SO Strategies
Such strengths will be
employed by the new coffee
shop so that it can capitalize
on new business growth
opportunities. It will also
consider extending its product
mix long with maintaining
increased focus on improving
product quality.
WO Strategies
To address he weaknesses
that can be faced by the
“Coffee on the way” coffee
shop it will consider selling
low priced offering in
attracting huge base of middle
income group and to increase
sales in the target market.
Threats
 Fierce competition
from local and global
coffee shops
 Imitation of its new
coffee product ranges
 Changing needs and
preferences of
consumers
ST Strategies
Through employing effective
marketing strategies, the
“Coffee on the way” coffee
shop will capitalize on the
changing preferences of
consumers and decrease
competitive pressure.
WT Strategies
“Coffee on the way” coffee
shop will also consider
introducing a low cost product
range and decrease the
pricing based challenges from
competitor brands.
5. Business strategy
Porter’s competitive advantage model will facilitate in developing generic business
strategy for the “Coffee on the way” coffee shop. Based on observation of the Porter’s
competitive advantages model indicated in the figure below, differentiation strategy will be
followed by this new coffee shop in attaining competitive advantages. Following this strategy,
the company will prepare coffee beverages with mixed blend of different coffee flavors which
can attain consumers’ attention and facilitate in gathering high market share. To attain enough
profits by differentiating coffee products and maintaining the prices reasonable general cost
reduction in overheads and production and in supply chain will be considered.

8BUSINESS PLAN OF “COFFEE ON THE WAY”
Figure 3: Porters Generic Strategies
(Source: Bertozzi, Ali &Gul, 2017)
Porter’s value chain in recognizing resources, capabilities along with value creating
activities related with the new coffee shop’s differentiation strategy is indicated in the figure
below.

9BUSINESS PLAN OF “COFFEE ON THE WAY”
Figure 4: Porters Value Chain Analysis
(Source: Bhargava, Bafna & Shabarisha, 2018)
Primary Activities
 Inbound Logistics: This will consider sustainably sourcing raw materials from the
suppliers through maintaining excellent relationship with them.
 Operations: The coffee brand will also focus on purchasing, roasting and sourcing high
quality coffee beans that can ensure consumers with deep and intense flavor. It will also
have its own coffee roasting facilities.
 Outbound logistics: The coffee shop will sell its coffee beverages to consumers
through its established store in situated in The Parade, Norwood location.
 Marketing and sales: “Coffee on the way” coffee shop will increase its brand value
through employing several effective marketing and advertising channels. Social media
marketing channels along with banners and fliers will be employed in promoting the
company’s offerings.
 Service: Consumer service will be considered as the major priority focusing on which
the new coffee shop will develop a consumer friendly environment comfortable for
people to interact with one another and can enjoy their leisure time.
Secondary Activities
 Infrastructure: The new coffee shop will develop effective infrastructure through
maintaining proper management, planning, finance along with other resources.

10BUSINESS PLAN OF “COFFEE ON THE WAY”
 Human resource management: The new coffee shop will focus on investing in training
along with facilitating learning and growth of the employees through developing effective
HR policies.
 Technological development: The new coffee shop will implement advanced
technologies in order to enhance its business processes that include information
technology systems along with implementing point of sale along with mobile payment
systems for increasing convenience of consumers.
 Procurement: Procurement management has turned out to be important and focused
on same the new coffee shop has developed strict rules associated with selection of
suppliers along with product quality.
6. Marketing strategy
The marketing objectives of “Coffee on the way” coffee shop are indicated below:
 To increase sales of the coffee shop by 25%
 To increase loyal consumer base by 19% within the time span of 1 year
 To develop brand reputation among a large target consumer base by 10% within
timespan of 1 year
The target market of “Coffee on the way” coffee shop will include the population belonging to
median age in Norwood. Along with that the new coffee shop will also focus on offering coffee
beverages as per the taste and preferences of people belonging to other age group. School and
nearby residents of Norwood can also be potential target consumers and to retain these target
consumers the new coffee shop will offer them with some concession on every purchase. It has
also been observed that the office workers also prefer coffee as energy drinks in the morning
and considering such demand “Coffee on the way” coffee shop will also attract office workers
and staff working in retirement living villages.
Food costs are expected to be 25% for the coffee beverages and 50% of for the retail coffee
beans and pastries. Other target consumers are students of universities and schools it will
dictate seasonality of sales with decreasing revenue during the vacation periods. The chart
below indicates the projected sales of coffee beverages, beans and pastries that will be offered
by the coffee shop.
Market positioning strategy of “Coffee on the way” coffee shop will be focused on promoting
the coffee beverages as premium quality and diversified from others in the selected region as
per the likings of the consumers. Consumer value proposition strategy of the new coffee shop
will be to offer target consumers with exceptional quality coffee grown organically and at an
affordable price. Consumer value proposition aspects will also include selecting convenient
location, organics products, indoor seating and timely services.
Marketing mix strategies that will be implemented for “Coffee on the way” coffee shop are
indicated below:
 Product: “Coffee on the way” coffee shop will offer basic coffee types along with
introducing new beverages. The coffee shop will offer its consumers with unique coffee
offerings such as espresso, macchiato, mocha and cappuccino. Among the cappuccino
will be one of the most important coffee beverages that will be sold to consumers. Other
offerings will include hot chocolate, coffee flavored candies and chocolates, homemade
biscuits and cakes along with Cascara drinks.

11BUSINESS PLAN OF “COFFEE ON THE WAY”
 Price: Considering that differentiation business strategy will be followed in the company
through keeping prices reasonable for all its offerings, “Coffee on the way” coffee shop
will set skimming pricing strategy for attaining competitive advantage and attract huge
consumer base. The company will charge high prices initially and will gradually lower the
price for attracting price-sensitive consumer segment.
 Place: The coffee shop will be located in the Norwood region in the busy areas such as
nearby churches, restaurants, concert halls and nearby residential areas. This can
attract a large consumer base and increase viability of its shop.
 Promotion: The coffee products offered by “Coffee on the way” coffee shop will be
promoted through employing banners and fliers, consumer referrals along with cross
promotions with other businesses within the community. Social media promotional
channels such as YouTube, Facebook and Twitter will also be employed for sales
promotion (Surya, 2019).
The assumptions that are developed for developing sales forecast are indicated below:
 The market in which products will be sold will grow by 2% each year
 The market share can decrease by 2% due to success of competitors
Average number
of customers Revenue
Average number
of customers Revenue
Average number
of customers Revenue
Espresso 5.00$ 300 1,500.00$ 450 2,250.00$ 800 4,000.00$ 7,750.00$
Cafe Latte 4.50$ 600 2,700.00$ 800 3,600.00$ 1,200 5,400.00$ 11,700.00$
Cappucino 6.00$ 1,500 9,000.00$ 1,900 11,400.00$ 2,800 16,800.00$ 37,200.00$
Ristretto 5.50$ 800 4,400.00$ 1,000 5,500.00$ 1,900 10,450.00$ 20,350.00$
Macchiato 4.75$ 550 2,612.50$ 700 3,325.00$ 900 4,275.00$ 10,212.50$
Total 3,750 20,212.50$ 4,850 26,075.00$ 40,925.00$ 87,212.50$
Total Annual Revenue
Sales Forecasting for 1st Year:-
1st month - 4th month 5th month - 8th month 9th month - 12th monthProducts Price per unit
Average number
of customers Revenue
Average number
of customers Revenue
Average number
of customers Revenue
Espresso 5.50$ 700 3,850.00$ 850 4,675.00$ 950 5,225.00$ 13,750.00$
Cafe Latte 5.00$ 1,200 6,000.00$ 1,350 6,750.00$ 1,400 7,000.00$ 19,750.00$
Cappucino 6.50$ 2,600 16,900.00$ 2,800 18,200.00$ 2,600 16,900.00$ 52,000.00$
Ristretto 6.00$ 950 5,700.00$ 1,050 6,300.00$ 900 5,400.00$ 17,400.00$
Macchiato 5.00$ 700 3,500.00$ 750 3,750.00$ 650 3,250.00$ 10,500.00$
Total 6,150 35,950.00$ 6,800 39,675.00$ 37,775.00$ 113,400.00$
Sales Forecasting for 2nd Year:-
Products Price per unit 1st month - 4th month 5th month - 8th month 9th month - 12th month Total Annual Revenue

12BUSINESS PLAN OF “COFFEE ON THE WAY”
Average number
of customers Revenue
Average number
of customers Revenue
Average number
of customers Revenue
Espresso 6.00$ 800 4,800.00$ 900 5,400.00$ 750 4,500.00$ 14,700.00$
Cafe Latte 5.00$ 1,300 6,500.00$ 1,400 7,000.00$ 1,000 5,000.00$ 18,500.00$
Cappucino 7.50$ 2,300 17,250.00$ 2,200 16,500.00$ 2,000 15,000.00$ 48,750.00$
Ristretto 6.50$ 800 5,200.00$ 920 5,980.00$ 600 3,900.00$ 15,080.00$
Macchiato 5.00$ 500 2,500.00$ 530 2,650.00$ 450 2,250.00$ 7,400.00$
Total 5,700 36,250.00$ 5,950 37,530.00$ 30,650.00$ 104,430.00$
Sales Forecasting for 3rd Year:-
Products Price per unit 1st month - 4th month 5th month - 8th month 9th month - 12th month Total Annual Revenue
Projected Marketing Expenditure
Assumptions considered for developing marketing expenditure:
 Growth of social media indicates consumers have the control of the brand
 No significant new competition within the market
Particulars Year 1 Year 2 Year 3
Salaries 12000 28000 41000
Accommodation 13000 13000 13000
Staff salaries 1100 1200 1300
Market research
equipment
1000 1000 1100
Travel 7000 8000 9000
Office Equipment 1000 2000 3000
Training and Education 2500 2800 3100
Volunteer Costs 2000 2200 2400
Traditional media
Expenses
5000 8000 9000
Website and Social Media 1000 1200 1400
Refreshment 5000 8000 9000
Telephone Costs 1500 2000 2500
Contingency Costs 800 1200 1600
Total 130300 164200 195100
7. Organization infrastructure
The capital items that will be needed by “Coffee on the way” coffee shop in setting up
highly operational business include coffee brewing machineries, office equipment, IT hardware,
specialist equipment, vehicles and building for opening the coffee shop. Motor bikes will be
bought for food delivery and building will be taken on lease for establishing the coffee shop.
Category Year 1 Year 2 Year 3
Variable costs:
Direct materials (8% of revenue) $ 6,977.00 $ 9,072.00 $ 8,354.40

13BUSINESS PLAN OF “COFFEE ON THE WAY”
Salary to direct staffs (10% of revenue) $ 8,721.25 $11,340.00 $10,443.00
Electricity $ 5,000.00 $ 7,500.00 $ 8,600.00
Telephone and internet $ 1,000.00 $ 1,200.00 $ 1,500.00
Total variable costs $21,698.25 $29,112.00 $28,897.40
Fixed costs:
Salary to support staffs $25,000.00 $25,000.00 $25,000.00
Rent $ 3,000.00 $ 3,000.00 $ 3,000.00
Depreciation on equipment (10%) $ 3,500.00 $ 4,200.00 $ 4,800.00
Depreciation on furniture and fixture
(5%) $ 1,400.00 $ 1,600.00 $ 1,750.00
Total fixed costs $31,500.00 $32,200.00 $32,800.00
Total costs $53,198.25 $61,312.00 $61,697.40
8. Operations management
Operations management of this new coffee shop will include strategies related with
procurement, inventory, production, scheduling, and logistics along with quality management.
The company will maintain its own supply chain process to decrease inventory issue. The
company will ensure maintaining inventory of exceptionally brewed and organically sourced
coffee beans to ensure exceptional coffee experience to its consumers. The company will also
undergo investment for installing a service delivery system that can brew fresh coffee every
hour. The logistics of the company will also consider sourcing coffee beans from sustainable
suppliers along with maintaining an efficient process of sales tracking, ordering procedures and
cash control.
9. Technology, innovation and knowledge management
The new coffee shop business of “Coffee on the way” will consider implementation of
certain technologies that can simplify the operational process of the company. Such
technologies can include POS (Point of Sale) that can enable consumers to follow team input
orders and offer loyalty programs to consumers. highly efficient coffee machines will also be
implemented that will be equipped with a coffee grinder along with system steaming and frothing
milk that will be aided by high quality electrical wiring which can ensure constant and controlled
supplies. CRM (Consumer Relationship Management) knowledge management tools will be
employed that will be focuses on allocating resources to support business activities in attaining
competitive advantages along with providing consumer relationship management service ad
analysis. The intellectual property needs that will be maintained by the new coffee shop for
attaining protection will include trademarks, patents and copyrights. Attaining such IP right will
facilitate the company in trade secret and business plan information, research and development
ideas and confidential consumer information.
10. Human resource management
“Coffee on the way” will develop a human resource department and will recruit different
employees for different positions such as recruitment and training personnel, human resources
manager along with retaining and compensation benefits development personnel.

14BUSINESS PLAN OF “COFFEE ON THE WAY”
The personnel that will be responsible for the HR activities that will be followed in the
newly established coffee shop are indicated below:
 Recruitment and training personnel: The person will be responsible for activities such
as recruiting new employees, restructuring employees’ roles in various departments,
providing training needs and terminating staff.
 Human resource manager: The person will be responsible for recruiting employees,
redesigning operational roles for employees and clarifying roles to employees.
 Retaining and compensation benefits development personnel: The person will be
responsible for rewarding employees, motivating them to work better and redesigning
job roles of employees.
Position Salary
Human resource manager $ 35000
Recruitment and training personnel $ 39000
Retaining and compensation benefits
development personnel
$ 25000
11. Organizational culture and leadership
Figure 6: Organisational Structure
(Source: Authors Creation)
 Business Owner: The person will operate as general manager of the company
 Operational manager: The person will assist maintaining and reviewing coffee shop
operations and overall maintainable of the shop
 Baristas: The personnel will manage kitchen operations, provide assistance in menu
development and will maintain stability in maintaining food inventory. They will also be
responsible for brewing and preparing coffee beverages.
Business
Director
Operational
manager
Assistant
Manager
Baristas
Part time
employees
Marketing and
accounting

15BUSINESS PLAN OF “COFFEE ON THE WAY”
 Assistant manager: The personnel will be responsible for managing kitchen operations,
menu development, table services and will provide assistance to operations manager
 Part time employees: These employees will be responsible for handling bartending,
serving along with dishwashing operations
 Marketing and accounting team: This team will have the responsibility to maintain
accounting function and marketing strategies implementation
Constant innovation culture will be followed in “Coffee on the way” that will be shaped in the
organization through offering employees with incentives for their creativity and through setting
up right innovation team. Moreover, transformational leadership style will be followed in the new
coffee shop in which the leader will encourage and motivate employees to support constant
changes in ensuring future growth of the company.
Position Salary
Owner $ 35000
Operational Manager $ 27000
Assistant Manager $ 13000 with additional tips
Baristas and Part Time Servers $ 10 per hour with additional tips
Dishwashers $ 7 per hour
12. Financial management
“Coffee on the way” will manage its ongoing financial obligation through monitoring the
financial position of the new business, maintaining updated accounting records and controlling
stock. Accounts Payable automation benefit system implementation can facilitate in ensuring
timely as well as effective payments to staff, suppliers, financing along with taxation. Such
system eliminates payment issues through ensuring timely along with accurate payments.
Effective systems that will be employed in ensuring timely receipt of funds from consumers
include payments. This system implementation can ensure that an accounts receivables aging
report is prepared that tracks and measures payment status of consumers. Key approaches in
developing and maintaining financial system will include keeping all the payments and
receivables transparent, amortizing prepaid expenses, maintaining rack of liabilities along with
coordinating expense and income statements and balance sheets. The KPIs for ensuring that
effective financial management is maintained by the company are developed under:
 The net profit margin is estimated to grow by 12% in the first year of business
 To maintain a healthy current ratio of 1.5 and 3 ensuring that the company is effectively
investing in growth
 Maintenance of adequate working capital including accounts receivable and cash in
addressing short term financial liabilities
13. Capital and funding
The amount of capital that will be acquired the “Coffee on the way” coffee shop for
operating business successfully will be around $ 199400. A mixture off debt and equity funding
will be used as required capital for operations of the new coffee shop that can decrease high
business risks. The optimal capital mix that will be used for funding the establishment and
operations of this new business will be a mixture of debt, preferred and common stock that can
maximize market value of the coffee shop and minimize its cost of capital. The WACC
calculations will be made based on assumptions indicated below:

16BUSINESS PLAN OF “COFFEE ON THE WAY”
 The capital mix of the investment made in coffee shop business must be same as the
company’s existing structure
 The industry and business are identical there will be no change in risk profile of new
business
WACC (Weighted Average Cost of Capital) = Ke * E/(E+D) + Kd * D/(E+D)
Particulars Values
Market value of capital 75,800$
Market value of debt 69,200$
Total market value of debt and capital 145,000$
Cost of equity 7%
Cost of debt 14%
Corporate tax rate 30%
Weighted average cost of capital (WACC) 8.34%
14. Economic evaluation
Financial planning assumptions that are set for “Coffee on the way” coffee shop are
indicated below:
 A strong economy is assumed that is devoid of any major recession
 It is assumed that there exist no unforeseen changes within economic policy to make
consumer products highly obsolete
The performance measures that will be considered in analyzing the successful business
operations of “Coffee on the way” coffee shop are indicated below:
 Sales revenue of the new coffee shop is estimated to increase by 8% within 12 months
 Gross profit of the new coffee shop is anticipated to increase by 9% within 12 months

17BUSINESS PLAN OF “COFFEE ON THE WAY”
Particulars Year 1 Year 2 Year 3
Cash flows from operating activities:
Cash receipts from customers 26,163.75$ 34,020.00$ 31,329.00$
Cash paid to suppliers and employees (20,000.00)$ (22,000.00)$ (26,500.00)$
Net cash flows from operating activities 6,163.75$ 12,020.00$ 4,829.00$
Cash flows from investing activities:
Additions to equipment -$ (2,800.00)$ (1,200.00)$
Additions to furniture and fixture -$ (2,400.00)$ (1,250.00)$
Net cash flows from investing activities -$ (5,200.00)$ (2,450.00)$
Cash flows from financing activities:
Capital contribution from owners -$ -$ -$
Long-term bank loans -$ 3,000.00$ 13,000.00$
Interest expense (8,820.00)$ (8,610.00)$ (7,700.00)$
Net cash flows from financing activities (8,820.00)$ (5,610.00)$ 5,300.00$
Net cash increase/decrease (2,656.25)$ 1,210.00$ 7,679.00$
Opening cash balance 90,000.00$ 87,343.75$ 88,553.75$
Closing cash balance 87,343.75$ 88,553.75$ 96,232.75$
Figure 7: Cash Flow Forecast of “Coffee on the way”
(Source: Authors Creation)

18BUSINESS PLAN OF “COFFEE ON THE WAY”
Particulars Year 1 Year 2 Year 3
Assets:
Current assets:
Cash 87,343.75$ 88,553.75$ 96,232.75$
Inventory 12,943.48$ 13,000.00$ 18,000.00$
Trade receivables (70% of revenue) 61,048.75$ 79,380.00$ 73,101.00$
Other current assets -$ 2,636.83$ 5,309.65$
Total current assets 161,335.98$ 183,570.58$ 192,643.40$
Non-current assets:
Gross equipment 35,000.00$ 42,000.00$ 48,000.00$
Less: Accumulated depreciation (3,500.00)$ (7,700.00)$ (12,500.00)$
Net equipment 31,500.00$ 34,300.00$ 35,500.00$
Furniture and fixture 28,000.00$ 32,000.00$ 35,000.00$
Less: Accumulated depreciation (1,400.00)$ (3,000.00)$ (4,750.00)$
Net furniture and fixture 26,600.00$ 29,000.00$ 30,250.00$
Total non-current assets 58,100.00$ 63,300.00$ 65,750.00$
Total assets 219,435.98$ 246,870.58$ 258,393.40$
Liabilities and Capital:
Liabilities:
Current liabilities:
Trade payables 45,000.00$ 52,000.00$ 70,000.00$
Short-term borrowings 28,700.00$ 31,000.00$ 26,000.00$
Total current liabilities
Non-current liabilities:
Long-term bank loan 126,000.00$ 123,000.00$ 110,000.00$
Total non-current liabilities 126,000.00$ 123,000.00$ 110,000.00$
Total liabilities
Capital:
Paid-in capital 101,500.00$ 101,500.00$ 101,500.00$
Retained earnings (25,700.00)$ (8,064.03)$ 22,370.58$
Earnings 17,635.98$ 30,434.60$ 24,522.82$
Total capital 93,435.98$ 123,870.58$ 148,393.40$
Total liabilities and capital 219,435.98$ 246,870.58$ 258,393.40$
Figure 8: Balance Sheet Forecast of “Coffee on the way”
(Source: Authors Creation)

19BUSINESS PLAN OF “COFFEE ON THE WAY”
Particulars Year 1 Year 2 Year 3
Sales revenue 87,212.50$ 113,400.00$ 104,430.00$
Cost of Sales (15,698.25)$ (20,412.00)$ (18,797.40)$
Gross Profit 71,514.25$ 92,988.00$ 85,632.60$
Operating expenses:
Eletricity (5,000.00)$ (7,500.00)$ (8,600.00)$
Telephone and internet (1,000.00)$ (1,200.00)$ (1,500.00)$
Salary to support staffs (25,000.00)$ (25,000.00)$ (25,000.00)$
Rent (3,000.00)$ (3,000.00)$ (3,000.00)$
Depreciation on equipment (3,500.00)$ (4,200.00)$ (4,800.00)$
Depreciation on furniture and fixture (1,400.00)$ (1,600.00)$ (1,750.00)$
Total operating expenses (37,500.00)$ (40,900.00)$ (42,900.00)$
Operating profit 34,014.25$ 52,088.00$ 42,732.60$
Interest expense (7% on bank loan) (8,820.00)$ (8,610.00)$ (7,700.00)$
Profit before tax 25,194.25$ 43,478.00$ 35,032.60$
Tax expense @30% (7,558.28)$ (13,043.40)$ (10,509.78)$
Net profit 17,635.98$ 30,434.60$ 24,522.82$
Figure 9: Profit and Loss Forecast of “Coffee on the way”
(Source: Authors Creation)
Particulars Year 1 Year 2 Year 3
Sales revenue per unit 5.15$ 5.60$ 6.00$
Variable costs per unit:
Direct materials 0.50$ 0.60$ 0.80$
Salary to direct staffs 0.70$ 0.30$ 0.50$
Electricity 0.20$ 0.25$ 0.30$
Telephone and internet 0.10$ 0.15$ 0.20$
Total variable costs per unit 1.50$ 1.30$ 1.80$
Contribution margin per unit 3.65$ 4.30$ 4.20$
Fixed costs:
Salary to support staffs 25,000.00$ 25,000.00$ 25,000.00$
Rent 3,000.00$ 3,000.00$ 3,000.00$
Depreciation on equipment 3,500.00$ 4,200.00$ 4,800.00$
Depreciation on furniture and fixture 1,400.00$ 1,600.00$ 1,750.00$
Total fixed costs 32,900.00$ 33,800.00$ 34,550.00$
Contribution margin ratio 71% 77% 70%
Break-even (in units) 9,014 7,860 8,226
Break-even (in $) 46,420.55$ 44,018.60$ 49,357.14$
Figure 10: Break even forecast of “Coffee on the way”

20BUSINESS PLAN OF “COFFEE ON THE WAY”
(Source: Authors Creation)
Year Cash flows WACC
Discounting
factor value
Discounted
cash flows
Cumulative cash
flows
0 (199,400.00)$ 8.34% 1.00 (199,400.00)$ (199,400.00)$
1 87,343.75$ 8.34% 0.92 80,622.81$ (112,056.25)$
2 88,553.75$ 8.34% 0.85 75,449.98$ (23,502.50)$
3 96,232.75$ 8.34% 0.79 75,683.50$ 72,730.25$
Net Present Value (NPV)
Internal Rate of Return (IRR)
Payback Period (PBP)
32,356.29$
17.01%
2.24
Figure 11: NPV and IRR Forecast of “Coffee on the way”
(Source: Authors Creation)
Net Present Value (NPV)
Internal Rate of Return (IRR)
Payback Period (PBP)
32,356.29$
17.01%
2.24
Figure 12: Payback Period Forecast of “Coffee on the way”
(Source: Authors Creation)
Sensitivity Analysis
From the below figures it is evident that in optimistic case scenario, cash flows in year 1
is anticipated to increase by 10% otherwise the ash flow is anticipated to decrease by 10%.
Year Cash flows WACC
Discounting
factor value
Discounted
cash flows
Cumulative cash
flows
0 (199,400.00)$ 8.34% 1.00 (199,400.00)$ (199,400.00)$
1 87,343.75$ 8.34% 0.92 80,622.81$ (112,056.25)$
2 88,553.75$ 8.34% 0.85 75,449.98$ (23,502.50)$
3 96,232.75$ 8.34% 0.79 75,683.50$ 72,730.25$
Net Present Value (NPV)
Internal Rate of Return (IRR)
Payback Period (PBP)
32,356.29$
17.01%
2.24

21BUSINESS PLAN OF “COFFEE ON THE WAY”
Year Cash flows WACC
Discounting factor
value
Discounted cash
flows
Cumulative cash
flows
0 (199,400.00)$ 8.34% 1.00 (199,400.00)$ (199,400.00)$
1 96,078.13$ 8.34% 0.92 88,685.09$ (103,321.88)$
2 97,409.13$ 8.34% 0.85 82,994.98$ (5,912.75)$
3 105,856.03$ 8.34% 0.79 83,251.85$ 99,943.28$
Net Present Value (NPV)
Internal Rate of Return (IRR)
Payback Period (PBP)
55,531.92$
22.99%
2.06
Cash Flows from Year 1 are expected to increase by 10%:-
Year Cash flows WACC
Discounting factor
value
Discounted cash
flows
Cumulative cash
flows
0 (199,400.00)$ 8.34% 1.00 (199,400.00)$ (199,400.00)$
1 78,609.38$ 8.34% 0.92 72,560.53$ (120,790.63)$
2 79,698.38$ 8.34% 0.85 67,904.99$ (41,092.25)$
3 86,609.48$ 8.34% 0.79 68,115.15$ 45,517.23$
Net Present Value (NPV)
Internal Rate of Return (IRR)
Payback Period (PBP)
Cash Flows from Year 1 are expected to fall by 10%:-
9,180.66$
10.84%
2.47
15. Implementation and control
Strategy Action Plan Timing (Completion
Date)
Person Responsible
Recruitment plan Recognizing skills of
staff needed in all the
departments of the
company
November 2019 Operational manager
Develop consumer
services
Developing consumer
products and services
as per their need
January 2020 Sales manager
Advertisement and
promotional plan
Updating website and
promotional strategies
in increasing visibility
of business
March 2020 Marketing manager
Training of employees Training employees
on offering better
consumer services
increasing work
efficiency
May 2020 Consumer sales
manager
Developing business
development budgets
and forecasts
Forecasting cash flow
and income statement
along with preparation
of budgets for new
business set-up
July 2020 Finance manager
Developing data Implementing September 2020 IT manager

22BUSINESS PLAN OF “COFFEE ON THE WAY”
protection system and
website
software for
addressing data
breach issue
Reviewing business
model
Reviewing competitor
strategies and
develop new business
strategies
November 2020 Operational manager
Particulars Amount (in $)
Assets:
Non-cash assets from start-up 83,700
Cash requirements from start-up 90,000
Total assets 173,700
Liabilities and Capital:
Liabilities:
Current borrowings 28,700
Long-term liabilities 69,200
Total liabilities 97,900
Capital:
Owner 1 14,500
Owner 2 14,500
Owner 3 14,500
Owner 4 14,500
Owner 5 14,500
Owner 6 14,500
Owner 7 14,500
Total planned investment 101,500
Loss at start-up (25,700)
Total capital 75,800
Total capital and liabilities 173,700
Total funding 199,400
Figure 13: Start-Up Expenses Forecast of “Coffee on the way”
(Source: Authors Creation)
The implementation and control process of this business plan of “Coffee on the way” will
initiate with setting out objectives for business success, developing tasks to attain such
objectives, time allocation to attain the objectives, monitoring progress of the business monthly
and regularly reviewing the business plan for making necessary changes in making
improvements in the business processes.

23BUSINESS PLAN OF “COFFEE ON THE WAY”
16. Legal compliance
Legal compliance needs will be considered by new business of “Coffee on the way” that
will include registering the new business and attaining various licenses before establishing a
coffee shop. Licenses will be gathered by the company related with food for public consumption
along with health and safety compliance. To protect business from unforeseen accidents, public
liability, product liability and business contents insurances will be secured. The licenses that will
acquired for opening new café in Australia will include attaining a business license that will be
attained through registering the business and obtaining Australian Business Number (ABN). The
local licenses that will be attained for the new coffee shop establishment in Norwood will include
occupational license that will be issued by city council related to the premises.
17. Governance
The board composition of “Coffee on the way” coffee shop will include three directors
that will be responsible for developing company’s mission and vision, organizational planning
and assessing along with developing skills. Issue of an internal breach that might be faced by
the new coffee shop business can be data breach in which unauthorized access to confidential
consumer and financial data can take place. To address such concern “Coffee on the way”
coffee shop will have an efficient cyber security program that will be capable of detecting threat
and prevent malware to get into the network. In order to foster better compliance within the
workplace the company will offer manager and employee specific training and develop effective
company values that can build a culture of compliance.
18. CSR
The CSR initiatives of this new coffee shop business will be focused on building
reputation and integration in business management. The major stakeholder groups that will be
considered by “Coffee on the way” coffee shop will include consumers, employees and local
community. Economic, environmental and health implications along with recycling efforts will be
considered by the new business in addressing their ethical values. The CSR approaches that
will be implemented by “Coffee on the way “will consider implementing green coffee production
strategies through recycling aluminum capsules in espresso coffee machines. Another CSR
initiative will be sustainable coffee sourcing that will ensure consumers those farmers have
avoided using chemicals in coffee farms.
19. Communication
Communication strategy of the new coffee shop with the internal and external
stakeholders will include maintaining better relationship with shareholders as certain external
regulators will be responsible for issuing necessary business licenses. Effective relationship will
also be maintained with stakeholders including investors, vendors, suppliers and business
partners. In addition, maintaining regular communicating with consumers through social media
and promotional campaigns will also be considered by the coffee shop as this will facility in
maintaining loyal consumer base.
20. Risk management
While setting up the new coffee shop in The Parade, Norwood location, and the new
business must ensure that they manage major risks related to the business that can be related
to production, competition, regulation, market situation and technology as they can have
adverse impact on its business(Cafes and Coffee Shops – Australia Industry Report | IBIS

24BUSINESS PLAN OF “COFFEE ON THE WAY”
World. 2019). The company is likely to face risks related with suitable pricing strategies, supply
chain choices and financial risks related with raising capital for business. The contingency plan
for mitigating such identified risks and their impact setting up the shop will consider undertaking
aggressive marketing and networking for increasing visibility of the company. For dealing with
financial risks ay special deals will not be accepted on the initial years of business that drifts
from target focus and might be unprofitable.
21. Conclusion
The proposed business plan is focused on developing a business plan for the company
named “Coffee on the way” that will be situated in The Parade, Norwood location. “Coffee on
the way” will manage its ongoing financial obligation through monitoring the financial position of
the new business, maintaining updated accounting records and controlling stock. Moreover,
transformational leadership style will be followed in the new coffee shop in which the leader will
encourage and motivate employees to support constant changes in ensuring future growth of
the company.

25BUSINESS PLAN OF “COFFEE ON THE WAY”
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