Business Plan for Robinoo Cafe in London

This business plan proposes the idea of starting a new cafe named Robinoo Cafe in London. It covers PEST analysis, principles of business finance, marketing plan including 4Ps, SWOT analysis, competition analysis, and target market suggestion for the cafe.

Business plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
PEST analysis in order to perform evaluation of external or macro environment......................4
Introduction to principles of business finance............................................................................4
Marketing plan, including 4Ps....................................................................................................5
SWOT analysis in order to analyse internal environment..........................................................8
Discussion of competition and what the competitive advantage is.............................................9
Suggestion for the proposed target market................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Business plan is the idea attached with a proposal to start a new business which is
perfectly designed and manage (DeNoble, 2017). Managing the business plan is an important
approach for the business which helps it to expand its marketing related operations. The business
plan should be designed in a professional manner in order to achieve the desired objectives at the
marketplace. In this project, business plan for a new cafe is proposed, which is named as
Robinoo cafe and it will be located in the heart of London city. The Cafe will provide world
famous coffee from all over the world to youth on affordable prices. Company should also
develop an effective approach at the marketplace to implement business plan. This project covers
PEST analysis in order to understand briefly the external or micro environment of the company.
In this project a SWOT analysis is also covered which is majorly related to understand the major
capabilities of the business.

MAIN BODY
PEST analysis in order to perform evaluation of external or macro environment
The PEST analysis is an important external environment analysis tools which helps a
company to develop at the marketplace. In order to gain effective competency edge Robinoo
Cafe has analysed the PEST analysis which is mentioned below:
 Political factors- Robinoo Cafe should focus on all these political factors to establish
ethical business. The business of Robinoo Cafe is also impacted by political factors that
leads to develop corporate laws for the business. The stability in the current government
of UK will help the Robinoo Cafe to perform lawful and smooth operations.
 Economic factors- In the functioning of a business at the marketplace, the economic
factors play a crucial role (Gabler, 2017). Robinoo Cafe should also focus on monetary
policy formulated by finance ministry of UK in order to control the inflation and
deflation. The Robinoo Cafe should also consider Brexit decision of UK government to
analyse the new suppliers of Coffee. The Cafe should consider economic factors that are
created in economy of UK by Brexit in order to develop the competitive strategy for
business growth.
 Social factors- Companies should also include values and attitude of society in order to
gain necessary expansion in a short span of time. The recent trends of society for going to
Cafe and understanding their preference is also important for Robinoo Cafe. In the recent
times, the people in London prefer Cafes which provide huge discounts and must have
appropriate staff for service delivery.
 Technology factors- Technology related factors are factors which are developed due to
advancement in information and technology. Robinoo Cafe should also use latest
software and advanced computer systems in order to develop systematic operations. Also
the Cafe should install advanced software in order to manage customer database of new
users. The Robinoo Cafe will install customer relationship management(CRM) software
to manage harmony and healthy relationship with customers.
Introduction to principles of business finance
The business finance is an important term which is appropriate and helpful in providing
major advantage to the business firm by development of financial management. It is important

for a newly established business like Robinoo Cafe to maintain systematic record of business
finance with honesty and integrity to develop as ethical business at the marketplace. Companies
in the international marketplace develop different parameters of business finance to maintain
record of cash inflow and outflow (Hanák, 2020). It is important for the financial management to
regularly maintain book of records like cash book and ledger in order to check the financial
gains. Robinoo Cafe's financial management should also prepare final accounts like profit and
loss, balance sheet and trial balance in order to know and check the financial position of the
company.
Marketing plan, including 4Ps
The marketing plan is a document which includes aims and objectives that are essential
for a business to achieve marketing related targets in a specific period of time. Marketing plan
includes, various parameters that are essential for minimising marketing risk and develop
advertisement and publicity of the product (Hutchinson, 2017). The marketing plan of Robinoo
Cafe is mentioned below:
 Vision- The main vision of Robinoo Cafe is to be in top 10 Cafes of London in a time
period of 10 years.
 Mission- Mission of Robinoo Cafe is to develop with target of maintaining 100
customers at a time with decorated tables and world class service standards.
 Objectives- Objectives of company is to increase sales by 10% in the 1st starting of
financial year.

Marketing plan-
The marketing plan including explanation of 4ps for Robinoo Cafe is mentioned below:
 Product- The product is referred to final output which is produced by the company to
fulfil wants and needs of the customers (Hopp, 2018). The product should also go
through quality check and testing for providing best coffee experience to the customers.
The Robinoo Cafe will provide coffee which are world famous like Tanzania Peaberry
Coffee, Hawaii Kona Coffee and Mocha Java coffee and the Cafe will also provide
crunchy snacks like French fries, Cheese Balls, Nachos and hamburger to the customers.
 Price- Price of a product is the value of the product which includes profit margin of the
company to develop products at marketplace. The Robinoo Cafe will set effective price
for products and services in order to attract large number of customers. Robinoo Cafe
will also provide attractive offers and discount to different customers on regular basis to
seek their attention. Major successful companies in the global market set reasonable price
of products in order to increase turnover and sales ratio. The Robinoo Cafe will chose the
approach in which a company established, provides new and quality products at low cost
prices to customers that are also unique from competitors.
 Place- This is one of the most important elements of marketing mix which helps a
company to develop geographical location for selling products and services. Robinoo
Cafe will select appropriate place in the heart of London City in order to gain a good
number of customers (Kiesel, 2021). The company will also take advice of professional
marketing management in order to select the place. The Cafe will be located near British
museum in order to attract kids and youth who will be the target customers.
 Promotion- In the working of a new or existing business at the marketplace, promotion
strategy matters the most. The promotion of new products and service by using
appropriate advertisement and publicity channels will be done by Cafe. Company will
promote products with the help of social media and internet in order to perform sales
operations. The Robinoo Cafe will promote coffees by providing coffees to first 5
customers, free of cost. Company will also gather information about marketplace by
conducting marketing research and survey. The cafe will use TV advertisement in order
to seek attention of customers. Robinoo Cafe will also take into consideration
advertisement by publishing posters in order to capture the marketplace.

Illustration 1: Proposed interior of the Robinoo Cafe

SWOT analysis in order to analyse internal environment
The SWOT analysis is an effective tool to analyse internal environment of the business
firm for sustainable growth. Company will perform SWOT analysis to analyse internal
environment with development of effective strategy. The SWOT analysis for Robinoo Cafe is
mentioned below:
 Strength- The major strength for New Robinoo Cafe will be strategic plan which will be
prepared by management while taking advice of top level and strategic management
(Moro Visconti, 2019). The company will also seek advice of board of directors in order
to develop major strengths which will be helpful in management of business plan. The
pricing strategy will be one of the major strengths of Robinoo Cafe which will make it
unique and profitable at the marketplace.
 Weakness- It is necessary for a business firm to overcome different weaknesses and
challenges that occurs in functioning of Robinoo Cafe. As per the analysis of weakness of
Robinoo Cafe, the management of employees is rigid and complex in nature. The
company will take help of skilled and trained human resources in order to overcome the
weaknesses.
 Opportunities- Expanding the business at marketplace, is major opportunity available to
Robinoo Cafe. The Robinoo Cafe should analyse all the opportunities at the marketplace
and expand its operations in a set period of time. The company should take the consent of
top level management to proceed operations in main branches. Business firm can open its
operations in a unique manner and should also open stores in different parts of London
City. The main opportunity available to Robinoo Cafe is location advantage that will help
it to develop effective strategy for selling products and services. In other words as the
Cafe will be situated in the heart of London city near British museum will easily help it to
gain attention of customers.
 Threats- The threats are major obstacle for a business which prevents a company to
perform sustainable operations (Pareras, 2021). Threats can impact negatively on
business performance in the short and long run. The major threat to Robinoo Cafe is from
competitors who are offering good services related to Cafe functioning. Risk attached
with a newly started business in a precise manner and it is ethical duty of management to
face threats by preparing a strong business plan with application of strategy..

Discussion of competition and what the competitive advantage is
The competition should be analysed in an effective manner in order to analyse the
external environment. There are many coffee shops which are situated in the heart of London
City and they will give tough competition to Robinoo Cafe. It is thus compulsory for Robinoo
Cafe to lead the marketplace with the help of precise business plan. The company should also
analyse the external environment in order to formulate major business plan for the competition
(Pérez Ortega, 2020). In the marketplace of London, competition is tough and demands for a
perfect execution of the business plan. New statistics have revealed that the number of
independent coffee shops in London has grown by 700% within the last decade. According to
industry research group Allegra, the amount of what it calls “quality independent” coffee shops
in the capital has risen from around 50 in 2010, to now more than 400 (Facts related to cafes of
London, 2021) .
Competitive advantage is considered as a major approach which involves preparation of a
business strategy which is helpful in providing distinct positive value to the company at the
marketplace. The Cafe will also gain competitive advantage by developing a long term strategy
which contains a precise action plan for the future. It is crucial for Robinoo Cafe to lead the
marketplace for long term success of the business.

Suggestion for the proposed target market
The proposed target marketplace for the Robinoo Cafe will be youth from the age group
of 18 to 30 (Tipu, 2018). Robinoo Cafe will also target customers from every segment of the
society in order to grow at the marketplace but the major priority will be youth. The Cafe will
attract target customers by taking assistance of market survey in order to understand market
trends. The target customer's identification helps a company to easily serve customers who are
interested in products and service of the company. Also, in order to develop market for target
customers, the company will take assistance of strategic and top level management. The youth
will be provided coffee and snacks on reasonable prices. Also the Robinoo cafe will maintain
utmost quality in products and services for increasing the faith of target customer. The Robinoo
Cafe will also use the concept of “Happy hours” in which, the Cafe will provide 50% discount to
customers on different snacks and beverages. The Robinoo Cafe will segment market on the
basis of preferences of different customers in order to compete at the marketplace. The cafe will
select demographic approach in order to serve the youth with world class standards.

CONCLUSION
From the above stated report it can be concluded that, PEST analysis is the crucial way to
analyse the factors associated with the external environment. This project also concludes that for
a new business plan, it is important for the company to take effective support of professional and
skilled workers. This project concludes that the internal environment also plays a key role in
development of the company by majorly focusing on business strategy. In order to gain desired
success at the marketplace, it is important for the company to focus on effective plans and
policies. The above discussion also concludes that it should be compulsory for a company to
analyse briefly the workplace management for long term success of the company.

REFERENCES
Books and Journals
DeNoble, A.F. and Zoller, T.D., 2017. Is the business plan really dead and should it be?: a case
for the lean start-up approach. In The Great Debates in Entrepreneurship. Emerald Publishing
Limited.
Gabler, C.B., Panagopoulos, N., and Rapp, A., 2017. Developing an environmentally
sustainable business plan: An international B2B case study. Corporate Social Responsibility and
Environmental Management, 24(4), pp.261-272.
Hanák, R. and Grežo, M., 2020. The effect of entrepreneurial experience on the quality of a
business plan proposal in applying for angel investment. International Journal of Entrepreneurial
Venturing, 12(6), pp.617-647.
Hopp, C., Greene, F.J., and Samuelsson, M., 2018. Revisiting the influence of institutional
forces on the written business plan: a replication study. Management Review Quarterly, 68(4),
pp.361-398.
Hutchinson, C.E., 2017. Engineering Entrepreneurship, from Idea to Business Plan. Technology
and Innovation, 19(1), p.451.
Kiesel, S. and Harkiolakis, N., 2021. Findings from 20 years of business plan competitions in
North-Bavaria. International Journal of Teaching and Case Studies, 12(1), pp.42-62.
Moro Visconti, R., 2019. How to prepare a business plan with excel. Available at SSRN
2039748.
Pareras, L.G., 2021. CREATION OF A START-UP: THE IDEA AND THE EVALUATION OF
THE OPPORTUNITY. Physician Leadership Journal, 8(2), pp.25-29.
Pérez Ortega, D.C., 2020. Business plan based on a new business idea: Gadget PC.
Tipu, S.A.A., 2018. Business plan competitions in developed and emerging economies: What do
we still need to know?. Journal of entrepreneurship in emerging economies.
Online
Facts related to cafes of London, 2021[Online]Available
through:<https://www.squaremeal.co.uk/restaurants/news/rise-in-independent-coffee-shops-
london_9631>