Business Plan for Heaven Cafe: Objectives, Target Market, Sales and Marketing Plan

This business plan outlines the objectives, target market, sales and marketing plan, and operational plan for Heaven Cafe, a coffee shop in Wolverhampton. The plan includes a SWOT analysis, STP analysis, and competitor analysis. The marketing plan includes social media and influencer collaborations. The operational plan includes supplier relationships and employee roles and responsibilities. The backup plan includes restructuring the loan and mortgage exchange.

Business Plan

Table of Contents
MAIN BODY...................................................................................................................................3
1 Business and objectives............................................................................................................3
2 Skills and experience................................................................................................................4
3 Target customer........................................................................................................................4
4 Target market and competition................................................................................................5
5 sales and marketing plan..........................................................................................................6
6 operational plan........................................................................................................................7
7 back-up plan ............................................................................................................................8
REFERENCES................................................................................................................................9

MAIN BODY
1 Business and objectives
Products- The heaven cafe will provide the number of drinks and quick bites in its outlet. Such
as slow and medium roast coffee, green tea, organic tea, cake pop and pizza. The mentioned
coffee shop will bring the variety in the above listed products i.e., four season pizza, fresh farm
pizza, flavoured coffee, salted caramel and coffee creamer cake pops.
Percentage of share in heaven coffee- The share in the mentioned business will be 40 percent .
Which is the highest percentage among all the partners. The respected business will function in
the business structure of partnership which includes the 3 partners. All the assets and liabilities
divided according to the share in the business. The respected business will offers the services
through commercial premises which is near stafford Road, Wolverhampton. Various efficient
practices were taken into the consideration in order to establish the impressive business. Such
as market surveys, suitable place for coffee shop.
Smart objectives for short term
 Should add at-least 5 new variety of flavours in the menu by the end of this quarter.
 Form the deal with suitable supplier that can provide the high quality coffee beans by the
end of this month
 develop effective social media advertisement that can bring the 20% of customer within
the month of starting.
objectives for Medium term
 The sales ned to be increase by 40% in the next 2 year.
 Need to convert at least 4 products into star product in the next 1 year.
Start up loan
Cost Description Cost (£)
Loan Amount 50000
Purchase 3000
Large Pressure Washer 2000
Small Pressure Washer 1000
Staff Hiring 3000

Space for the premises 15000
Purchase order 12000
Raw Materials 10000
Stock Maintenance 7000
Total Amount for Loan 50000
2 Skills and experience
Before the planning of the mentioned business, I worked in the hospitality sector for
around 2 year. I've done the bachelors in hotel management course from university of
Birmingham in 2019. By the mentioned course I have gained the number of skills and knowledge
that will assist me to run the mentioned business. On the hand, I've took the number of online
course for personality enhancement which will assist me to better interact with the potential
customers.
3 Target customer
STP ANALYSIS- The mentioned tool plays vital role in order to segmenting, targeting and
positioning the potential market according to the business operations.
Segmentation-
 Demographic- The mentioned business consider the customer from the age of 14 to 55.
all the genders will be the priority for the mentioned business, lower to middle class
audiences,
 Geographic- Wolverhampton and nearby places.
 Psychographic- Coffee and food maniac, quality preference.
 Behavioural- Loyal customer base.
Targeting- All the above category will taking into the consideration. The major focus for the
mentioned business is to acquired the customers that looking for the great quality of brews ad
prefer the cosy places. Through the efficient marketing the respected business will attract the
customers of Wolverhampton and nearby places.
Positioning- The respected business will use the bundle of pricing strategy in order to establish
the mentioned business more efficiently in the operational market. Through the price quality
approach the heaven cafe will provide the quality of products to their audiences such as rich

aroma coffee. On the other hand by the use of competitive pricing the mentioned business will
try to manipulate the customer of already estbalished businesses in the mentioned territory
4 Target market and competition
The market size of of coffee industry in the UK is around £5.4bn in 2022. the mentioned
stats clearly showing the strength of population that drinks the hot beverages in the coffee shops.
Every year the strength of coffee drinkers is increasing and it is expected to increase by 42% in
2022 (Cafes & Coffee Shops in the UK - Market Size 2010–2028, 2022).
By taking the data from the above source it is clearly stated that the chances of making
the mentioned business are high. Before, initiating the plan for opening the mentioned outlet at
Wolverhampton, various online surveys and personal opinion of peoples were addressed. These,
informative data helped in making the efficient business plan. By the surveys it is stated that the
young generation is shifting towards the organic brews. Therefore, the respected company plan is
to offer the high quality of organic coffee to its enthusiastic customer base. On the other another
informations that used in forming efficient plan is that people loves the different flavours of
sugar free cake pops. In instance, the respected business will offer the sugar free flavoured cake
pops to cater the health conscious customer.
Thorough dedicated surveys various competitors were also listed which could be impact
the mentioned business in future below are detail of such businesses
Competitor 1
 Name- The brook coffee House
 location- 772 Stafford Road, Wolverhampton WV10 6NR England
 website- https://simmothepostie.wixsite.com/thebrookcoffeehouse
 average prices of product- Espresso- single 1.20 euro and double 1.60 euro. CAFE
LATTE- regular 2.05 euro and large 2.25 euro.
STRENGTH
 Great taste- The mentioned cafe is
known for its taste. They offered the
fresh brewed coffee as well also offers
the variety of cakes that loves by the
customers.
WEAKNESS
 less variety of flavours- The respected
outlet does not offers the choices in
their product. As they have only limited
number of choices in coffee.

Competitor 2
 Name- cute coffee lounge
 location- 72 School Road Tettenhall Wood, Wolverhampton WV6 8ET England
 average prices of product- cake pops 3.5 euro, Espresso single 1.50 euro and double 2
euro.
STRENGTH
 Great ambience- The mentioned place
provide the cosy ambience to their
customers which is perfect for hosting
the small parties.
WEAKNESS
 lack of experiment- The respected
business does not incudes any unique
product in its menu. Today people keen
to taste the new flavours.
Swot analysis of Heaven coffee
STRENGTH
 Great product selection- The heaven
coffee will serves the number of
products. Such as slow roast coffee,
medium roast coffee, salted caramel
cake pops.
WEAKNESS
 Uncertainty- One of the major issue
that can be faced in the mentioned
business is uncertainty. The mentioned
plan still need to figure various factor
that can impact the mentioned business.
OPPORTUNITY
 acquire new customer segment- The
respected business have the opportunity
in order to cater the new customer base
that looking for the high quality of
foods and brews.
THREAT
 Existing competitors- There are
number of customer that already exist
in the market with loyal customer base
5 sales and marketing plan
The mentioned business will be promote through the detailed marketing plan. In relation
to this various online sources will be used In the marketing plan. These sources will be social
media. By developing the creative blog and uploading the attractive content. By investing in the
visual content on the social media channels can help in cater the market. These post will be the

inclusion of presentation of unique post that shows the product quality and ingredient which use
in the making the item. Instagram and YouTube will be the main source for such marketing.
Collaboration with the influencers is another marketing plan through which their followers will
influence to try the new outlet food. The reason for these practices is to increase the conversion
rate, demographic targeting as well as gather the new customer base . Therefore, the above
mentioned marketing plan will play the foremost important role in initiating the new
opportunities for the mentioned business.
In order to check the created marketing plan efficiency various key performance
indicators is created. The fulfilment of these key indicators will show the efficiency of created
plan.
 Customer acquisition rate should be increased by 15 % by the end of the year.
 Sales should be influenced by 20 % in the 6 month.
 Brand awareness should be enhance by 7 % .
 Return on the marketing investment need to increase by 17 %.
 total visit on the official webpage should enhance by 40 %.
6 operational plan
In performing the mentioned business efficiently in the mentioned market the business
need number of resources as input in carrying out various operations and activities.
Supplier 1-
 organisation- RAW coffee bean distributor
 Service provided- Provide the number of different coffee beans such as slow and
medium roast coffee beans.
 key term of the relationship- Timely payment of bills after the delivery of products.
Supplier 2
 Organisation- Utensil supplier
 Service provided- Kitchen hand tools
 key term of the relationship- Paying good price for good value of products
Employees roles and responsibility The respected business is currently planing to hire the staff
of 20 members through which the operational activity of mentioned business will be arranged.
The numbers will include the restaurant manager who will manage all the operational activity of
mentioned business, server will take the order as well as serves the dishes to customer, cashier

manage all the monitory transaction, executive chef prepare all the ordered dishes and kitchen
manager manages all the kitchen activity from maintaining the stock to managing operational
activity. The respected business will run as a retail unit in which we cater the potential customer
to visit the cafe.
The respected business considered all the law and regulation that implied on the business
activity. Below are the some laws and regulation that deploy on mentioned business;
 Food standard act 1999- In this mentioned law the items that used in the operational
activity should have to be of good quality.
 National minimum wage Act 1998- This mentioned act ensures that workers in the
firm should get the minimum pay that set by the government of UK.
The respected business is planning to consider the use of employer liability insurance at
the workplace
7 back-up plan
The requirements of the loan can be met by establishing the solid business plan so that it the
revenues can be maximised and the repayment can be made early as possible. Initially, the
instalment of the loan can be paid through the personal saving. Further, the option is to
restructure the loan in the case when the business fails and request the bank to give some time so
that the business can be resumed or for paying back the loan amount. Moreover, the previous
salary statement can show, which will show the efficiency of the owner. also the personal
document related to property, jewellery and many more on the exchange of the mortgage so that
the bank can extend the time period for the repayment of loan.

REFERENCES
Books and Journals
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MEASUREMENT AND STATISTICAL CHARACTERISTICS. The Singapore
Economic Review, pp.1-21.
Li, and et. al., 2020. Dynamic modelling and techno-economic analysis of adiabatic compressed
air energy storage for emergency back-up power in supporting microgrid. Applied
Energy, 261, p.114448.
Lopatin, and et. al., 2019. Increasing the level of STP in information processing. International
Journal of Engineering and Technology Innovation, 8(7), pp.583-588.
Moro Visconti, 2019. How to prepare a business plan with excel. Available at SSRN 2039748.
Yao, and et. al., 2018, December. Research on the method of operational plan recognition driven
by big data in battlefield awareness. In 2018 IEEE International Conference of Safety
Produce Informatization (IICSPI) (pp. 800-803). IEEE.
Online
Cafes & Coffee Shops in the UK - Market Size 2010–2028, 2022. [Online] Available at:
<https://www.ibisworld.com/united-kingdom/market-size/cafes-coffee-shops/>