Enterprise and Entrepreneurship: A Business Plan for The Docks Coffee House

Enterprise and
Entrepreneurship

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Overview about the Company and its Products & Services ......................................................3
Target Customers .......................................................................................................................4
Competitors ................................................................................................................................5
Porter's Five Forces..........................................................................................................................5
..........................................................................................................................................................5
Skills Analysis ............................................................................................................................6
Profit & loss and Cash flow Statements ....................................................................................6
Sources of Funds.........................................................................................................................8
Cost Structure..............................................................................................................................8
Organization type and Management Information System .........................................................8
Vision Statement of the Company .............................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Enterprise is consider as a business which establish for profit but it is mostly associated
with the entrepreneurship ventures. Those individual who have entrepreneurial accomplishment
are mostly referred as an “ Enterprise”. Entrepreneurship is like a process which create and
launch a new business and company. For this report “The Docks Coffee House” company is
chosen which situated in United kingdom . This cafe offer a good quality food, coffee and other
beverages. The main motive of this report is to proposed a full business plan and will define the
idea of future business and give the explanation about the products and services. Apart from this,
company identify the target customers and also determine their competitors and after that this
conduct a skills analysis which help to identify the necessary skills which will be helpful in
business idea. Besides this, identify the source of funding and management information system
of the business.
MAIN BODY
Overview about the Company and its Products & Services
The Docks Coffee house is a well structured cafe in UK which established by Dishi and
Daniel Umfleet. This cafe serve best flavoured coffee which prepared by a good quality beans ,
good quality food items and other drinks. The Docks Coffee house cafe plan a open roof top
that is a very new and creative idea which cafe want to start and apart from this , Cafe also use
some innovative sources like robotic workers. In their open roof top cafe, company will use
robotic workers so with the help of robotic workers cafe serve their delicious food and tasty
coffee a very creative and effective way. So cafe is about to introduce robotic workers in their
new open roof top cafe (Burnett and Danson, 2017).
Cafe will use Intellectual Property Rights to protect their business idea from the other
marketer. Intellectual Property Rights is refers as a rights which given to a appropriate person
who create their own new creation or new idea of business so that business can protect their idea
and they have a right that no one can not use their idea without their permission. There are 4
categories of IPR like Trade secrets, patents, copyrights and trademarks. For this new business
plan purpose, cafe will use trademarks to protect their new innovative idea. Trademarks refers as
a word, symbol and phrases which differentiate the source of a goods and services of one
business to another.

Target Customers
For this new innovate business plan, cafe will use STP model which divided into three
steps that help to simplify the whole process of target market segmentation.
Illustration 1: STP Marketing Model, 2018
(Source: STP Marketing Model, 2018)
Segmentation
In this step, whole market divided in to various groups. The Docks Coffee house cafe
need to divide their target market. Cafe target their customers on the basis of age. Students,
office persons, middle age people are involved in cafe target customers and cafe segment their
market according to their target customers for their new innovative business plan (Fang, 2019)
(Firmansyah, 2018).
Targeting
Cafe target B2C business method which is stand as “ Business to Customers” because
company deal with the potential customers. Cafe will target those customers who lifestyle are
standard and main focus to live healthy life.
Positioning