Café Cabana: A Full-Service Restaurant Cafe Business Plan

This business plan covers the objectives, mission, company description, products and services, competitive comparison, marketing analysis, industry analysis, target market strategy, marketing strategy and positioning, organizational and management, start-up summary, and financial plan of Café Cabana, a full-service restaurant café located in the Sweet Auburn district of Atlanta.

Running head: PORTFOLIO BUSINESS
Portfolio Business
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Table of Contents
Brief Overview:..........................................................................................................................2
Business Objectives:..............................................................................................................2
Mission:..................................................................................................................................2
Company Description:...............................................................................................................2
Products and Services:...............................................................................................................2
Competitive Comparison:..........................................................................................................3
Marketing Analysis:...................................................................................................................3
Industry Analysis:......................................................................................................................3
Target Market Strategy:.............................................................................................................3
Marketing Strategy and Positioning:..........................................................................................4
Organizational and Management:..............................................................................................4
Start Up Summary:.....................................................................................................................4
Financial Plan:........................................................................................................................4
References:.................................................................................................................................5

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Brief Overview:
Café Cabana will be a full service restaurant café that would be located in the Sweet
Auburn district of Atlanta. The restaurant would be featuring the full time moderately priced
food menu and aromatic brown liquid café based on the fast food concepts and fast services.
Business Objectives:
The main business objectives would be to increase the revenue by $50,000 by the year
2 and further 10% in the third year of operation. The café would be aiming for 5% of net
profit in the first year and 10% in the third year.
Mission:
The mission of the business would be to remain committed with the products and
employee which it believes as the medium for market success.
Company Description:
The Café Cabana would be the restaurant cum coffee bar that would be located in
Atlanta in the new formed market square plaza. The café would be entirely owned and
operated by the proprietor who is having experience of several years in business of running
and managing the restaurant chains (Piperopoulos, 2016). The café would be formed based
on the S-Corporation that would entirely owned under proprietorship business.
Products and Services:
Café Cabana would be providing its customers with the gourmet roasted coffee that
would contain the variety of Mocha, carmelicious, white mocha and brewed coffee. Beside
the coffee the restaurant would also provide its customers with the muffins, cookies, scones,
rolls and breads.

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Competitive Comparison:
The research methodology of the competitive analysis is entirely based on the unique
coffee shops that are operating in the greater metro area and omits larger chains of franchises
(Drucker, 2014). The business is anticipated to face competition from the local chain of
restaurants and coffee shops. This includes the Morning Glory Espresso, Revo Coffee House,
Lava Crossing and Five Coffee Bar.
Marketing Analysis:
Atlanta is an award winning place to place to live and work. It is also considered as
the leading business community in the Midwest for its commercial environment and liability.
The area of Atlanta is regarded as the core of one of the highly dynamic local markets in the
US (Sahut & Peris-Ortiz, 2014). It is regarded as the easy access to the Atlanta City regions
amenities as the metropolitan area. The city has over the years maintained the superb street
network and offers general transportation services to passengers.
Industry Analysis:
The industry of US coffee shop comprises of around 20,000 coffee shops having a
combined annual revenue of around $10 billion. The coffee industry of US is concentrated
with 50 companies that generate around 70% of the sales revenue. The customers taste and
private income drives the demand (McDaniel, 2014). The profitability of this industry is
reliant on the capability of securing prime location and providing high-quality products.
Target Market Strategy:
The business would mostly attract the adult coffee drinkers and teenagers. The coffee
shop would provide a unique experience for its customers under a sophisticated café and
peace environment. In spite of the wide amount of advertisement and marketing that is

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directed towards serving the younger age groups, savvy coffee shops owners would not
overlook to meet the needs of the adult market.
Marketing Strategy and Positioning:
The Café Cabana would use the focus strategy for marketing purpose by particularly
targeting three main segments namely the Senior Market at the age of 45+, weekly and
regular customers and finally the young families. The Café Cabana would truly be one of a
kind that would provide exceptional combination of gourmet coffees and blend in the relaxed
and warm environments.
Organizational and Management:
The Café Cabana would be entirely owned as the S-Corporation under the
proprietorship business. The business would be remaining dependent on the POS system for
generating the daily accounting and cost activities reports. The café would be hiring the one
manager, six baristas and two-part time servers. Moving on to second year the café would
additionally hire one full time barista.
Start Up Summary:
Café Cabana would be having the 50 seater patron. The café anticipates paying rent of
$2,075 under the three-year lease. The site would comprise of 1600 square feet having a
combination of dining room, coffee bar, two restrooms and storage room.
Financial Plan:
The financial plan would be covering the projected start-up cost, profit and loss
account, cash flow statement and financial position statement. The business assumes the sales
forecast of 5% in the second year and 10% in the third year of operation. The sales are
anticipated to be on the cash basis with net profit margin of 5% for first year.

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References:
Drucker, P. (2014). Innovation and entrepreneurship. Routledge.
McDaniel, B. A. (2014). Entrepreneurship and Innovation: An Economic Approach: An
Economic Approach. Routledge.
Piperopoulos, P. G. (2016). Entrepreneurship, innovation and business clusters. Routledge.
Sahut, J. M., & Peris-Ortiz, M. (2014). Small business, innovation, and
entrepreneurship. Small Business Economics, 42(4), 663-668.