Coffee Van Business Plan

This assignment presents a detailed business plan for opening a coffee van near Queensbury train station. It analyzes the local market, target customers, competitive landscape, and operational needs. The plan outlines a marketing strategy focusing on promotional events and partnerships with local businesses. Financial projections and operational details are also included.

Business Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Part A Define business idea....................................................................................................1
Part B Outline main objectives of firm...................................................................................1
TASK 2............................................................................................................................................2
PESTLE analysis of organisation...........................................................................................2
TASK 3............................................................................................................................................3
Part A Draft launch event for new firm..................................................................................3
Part B Budget plan..................................................................................................................4
TASK 4............................................................................................................................................4
Discuss Marketing essentials to organisation.........................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The organisation should state its business idea in manner which corresponds to its
objectives and goals. The present report is based on Coffee van which will be serving coffee, tea,
patisserie as well as sandwiches in the market. Further, location of proposed business will be in
front of Queensbury train station. It caters the needs and demands of customers in effective way.
It targets students for enhanced sales. The external macro factors affect functioning of restaurant.
It should develop certain business decisions to conquer its objectives (Hair, 2015). Marketing
objectives should be achieved by it. Different strategies of marketing should be used by it in
effectual manner that will maximise its revenue.
TASK 1
Part A Define business idea
The restaurant opening can be used to satisfy consumers which ranges from children to
adults. Coffee van was established with the aim to provides food items and beverages at low
prices nearby Queensbury train station. This restaurant provides food items and beverages to
target customers like students. Customers can even order their online through company's
website. Free home delivery facility is also provided to them
Part B Outline main objectives of firm
The main objectives are:
 To make it easier for the person which start to work in the morning to have a nice cup of
tea or coffee and a pretzel or a hot patisserie at the first hour of the morning.
 To start a small business with the possibility of extending by the time.
 To serve fresh food and drink to my customers and attract them to buy from my caravan.
These objectives are of utmost important to Coffee van so that it can provide effective
food items and beverages to targeting customers. 24 hours service facility also enhances
satisfaction of customers.
The form of ownership in Coffee van is sole trader. It is easy to operate and sole trader
can take business decisions on his own. Financial responsibility is with owner and profits
accomplished is retained by him. Decisions are taken quickly as no intervention is possible from
outside. Owner is only responsible if any discrepancy is occurred in normal business course.
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Demands and needs of customers can be carefully analysed and implementation can be done
according to their demands which requires less time to effectively implement necessary changes
which enhances customer satisfaction in the best possible way (Wilson, 2014). It leads to more
profit by firm.
TASK 2
PESTLE analysis of organisation
In order to determine that which factors of external environment will create negative
impact on the business, some models and theories are available. By taking use of such things, an
entrepreneur easily able to know that which kinds of strategies have to be made for resolving the
external challenges. When the Coffee van will be established near to Queensbury train station
then some extenal factors will affect on it. For this, PESTEL model is to be considered which
consists of basic six elements. Further, such aspects are like political, social, environmental,
legal, technological and economic, described with reference to potential restaurant below:
Factors Description
Political (P) Current issues in food industry in country affects functioning of
restaurant. Like, Health Menu Choices Act guides to restaurant to post
number of calories for food openly to public so that nutrition level is
observed.
Economical (E) State of country and unemployment rates affects food restaurant. As
such, Coffee van offers food items and beverages at discounted prices to
customers so they purchase it in order to make sales for company
(Grebenc, 2014).
Social (S) Social factor also influence restaurant. Healthiness is main issue as
consumers are conscious about their health and they eat only hygienic
food that affects company to make food healthy to satisfy customers in
effectual manner.
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Technological (T) Technology should be utilised by Coffee van which will be located near
to Queensbury train station. This can be achieved by displaying food
menus on television screens. Website can be used to provide information
on allergy notices, calorie facts and promotional offers.
Legal (L) Legal factors are important part of organisation as various laws and
regulations are being enacted by government. These are enacted to
provide healthy and hygienic food to consumers. Coffee van has to abide
by laws so that it may function effectively and legally in market
(Cavusgil and et.al, 2014).
Environmental (E) Nature is quite essential. The various environment related laws and rules
have been enacted by government so that restaurant needs to comply with
them.
TASK 3
Part A Draft launch event for new firm
Launch event should be made in accordance with target customers that can effectively
met organisational goals. Identify the target consumers so that they may be satisfied and
effective sales can be made. After that, invitation to customers must be made through social
media platforms like face book, Instagram etc., or through issuing pamphlets.
To grab attention of customers to launch event, discounts should be offer in various food
items and beverages. This will provide speedy sales and impact on customers to restaurant.
In addition to this, for opening new restaurant near to Queensbury train station, raw
materials will be needed to produce finished products and offer up to customers. This specific
needs will be fulfilled by suppliers which will be of different types. Moreover, suppliers for
potential business are stated below:
1. Franchiser-
Franchising businesses are helpful for new firms which do not have customer base in
market. Franchiser are owners of business that grant license to firms or individual to sell items in
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their own name. The person who sells goods in franchiser name is known as franchisee (Iyer,
Xiao, Sharma and Nicholson, 2015).
2. Wholesaler-
These suppliers provide raw material from manufacturer. They keep goods in storehouse
and then re sell to wholesaler and retailers.
Part B Budget plan
Budget helps to forecast the incomes and expenses that will incur by company and how it
can be fully optimised so that funds are not wasted in any manner by restaurant. On basis of
incomes and expenses, plan is prepared by Coffee van. This also helps restaurant to forecast
amount to be needed in event launch by it in effective manner (Smith, 2015).
Items Expense
Entertainment 800
Purchase of equipments 3000
Salary to staff 4000
Advertisement 900
Decoration 500
Food 2000
Other expenses 600
Total expenses or budget 11800 GBP
Budget can be made according to plan as forecasted above. Free food will be provided to
students who come in event. It will cost around 6000 for food item. Decoration can be done to
grab attention of people. Prizes can be given to customers who win contest organised by
restaurant. Apart from this, Coffee van will require some equipments to prepare or cook potential
food and beverages items. For this particular condition 3000 GBP cost will have to bear by it.
Further, some advertisement expenses will be also incurred and salary to the staff have to pay.
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Therefore, total amount worth of 11800 GBP will be required to establish Coffee van nearby
Queensbury train station.
TASK 4
Discuss Marketing essentials to organisation
Marketing objectives:
1. Quality food-
The restaurant Coffee van is targeting the students range (Scholes, 2015). It should
provide quality and hygienic food to students so that it can satisfy needs of customers in effective
manner. So, motive of marketing is to provide quality food at affordable price.
2. High margin of profit-
Marketing objectives is to accomplish efficient sales by providing quality of services to
customers so that it may attain good profit margin in market.
Target markets:
Target market means restaurant is focussing on particular group of people. As such,
Coffee van is mainly emphasising on students only. As such, it should justify needs and demands
of students and youth so that effective sales can be achieve by restaurant.
Marketing strategies:
Marketing strategies can be implemented by restaurant (Bharadwaj and et.al, 2013). It
can be promotion strategy which focuses on promoting food items and beverages through annual
events and college functions so that awareness about company can be made in effective manner.
For making this particular strategy, marketing mix approach is taken into consideration by
Coffee Van which consists of basically 4 P's i.e. product, price, place and promotion. (Definition
of 'Marketing Mix', 2017). Another strategy can be used is advertising one. Advertising various
food items and beverages through internet on social media platforms to gain more customers.
Marketing mix:
Marketing Mix Description Justification
Product Various ranges of food items and It provides various food items and
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beverages available in different
flavours
beverages as it target students.
Price Affordable cost and hygienic food It operates on middle level, as it offers
food items and beverages on low cost.
Place Location will be near to train
station i.e. Queensbury where
more number of customers will be
available.
Visitors will be more in number near to
chosen train station as it affects sales
and provide profit.
Promotion Promotional events to speed up
sales
Coffee van will adopt annual functions
and cinemas to promote product.
CONCLUSION
Hereby it can be concluded that for starting new business i.e. Coffee van nearby
Queensbury train station, it is important to state business idea which highlights objectives and
goals of organisation in effective way. Restaurant needs to cater to demands of customers. This
will provide it with more customer satisfaction and as a result more profit will be generated by it
in effectual manner. The marketing team has to perform its tasks in effective manner that will
achieve set targets in the best possible manner.
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REFERENCES
Books and Journals
Bharadwaj, A and et.al, 2013. Digital business strategy: toward a next generation of insights.
Brennan, R., 2014. Business-to-business Marketing (pp. 83-86). Springer New York.
Cavusgil, S. T. and et.al, 2014. International business. Pearson Australia.
Grebenc, M. L., 2014. Re:“An Introduction to ‘Business Essentials’: Purposes and
Plans”. Journal of the American College of Radiology. 11(6). p .636.
Hair, J. F., 2015. Essentials of business research methods. ME Sharpe.
Hutt, M. D. and Walker, B. A., 2015. Bridging the theory-practice gap in business marketing:
Lessons from the field—The JBBM at 21. Journal of Business-to-Business
Marketing.22(1-2). pp .67-72.\
Iyer, G. R., Xiao, S. H., Sharma, A. and Nicholson, M., 2015. Behavioral issues in price setting
in business-to-business marketing: A framework for analysis. Industrial Marketing
Management, 47. pp .6-16.
Leonidou, L.C. and et.al, 2015. Environmentally friendly export business strategy: Its
determinants and effects on competitive advantage and performance. International
Business Review. 24(5). pp .798-811.
Scholes, M. S., 2015. Taxes and business strategy. Prentice Hall.
Smith, K. M., 2015. Aerodynamic Essentials for Crew Station Design Teams. International
Journal of Aviation Systems, Operations and Training (IJASOT). 2(1). pp .1-20.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Online
Definition of 'Marketing Mix'. 2017. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>.
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