Aquaria Cafe Business Plan: A Comprehensive Guide for Canada

This business plan outlines the strategy for Aquaria Cafe, a unique coffee shop concept targeting the Canadian market. The plan details the cafe's mission to provide a relaxing environment, including a library section for customers to work or read while enjoying coffee. It covers a marketing analysis focusing on students, professionals, and teenagers, utilizing the 4 P's (Product, Price, Place, Promotion) to define its marketing mix. The plan emphasizes product differentiation through quality and unique ambiance, aiming to compete with established brands like Starbucks. It includes a budget for startup costs, covering incorporation fees, location expenses, equipment, and salaries. The ultimate goal is to create a successful and profitable cafe by focusing on customer satisfaction and high-quality products, creating brand recognition through its library concept.

Business Plan 1
Business Plan

Business plan 2
Introduction:
The business plan is defined as the written description which mainly deals with the future of the
business. In other words, it is the document through which planning of the management is
reflected. This report highlights the plan related to the Aquaria café and different necessary
details related to business plan are discussed in this file. This report address number elements of
the business plan and some of these elements are defined.
Background:
Mission:
"Aquaria café focus on creating the best place within their customers and also try to give unique
experience to their customers". They provide the environment in which customers not only chit
chat with each other but also enjoy their own time. This cafe converts one of its sections into the
library in which customers can easily focus on their own work while enjoying their coffee. This
unique approach of café helps the customers in relieving their stress by giving them peace of
mind and high quality products. Business profits are invested for increasing the employee and
customer satisfaction, and also focus on giving the best returns to the customers.
Vision:
Vision of this café includes the following aspects-
 Main objective of this café is to gives the best coffee to their Canadian customers in
terms of the local restaurant guide.
 Increase the profitability of their business.
 Maintain at least 58% Gross margin.
Marketing Analysis:
Target market:
Aquarius café mainly target those kinds of people who want relaxing environment for
completing their study or work or reading the books while having the cup of coffee. Cafe can
divide these kinds of customers into age and interest. Café can choose the location near the
university, which clearly states that organization focus on the student and faculty. Further
marketing research states that, organization can also focus on those customers who want to relax
while enjoying their cup of coffee. As number of students believe that they can study at the
coffee bars, and this requirement of student is fulfilled by the Aquarius cafe. They can review
and meet the peers without paying any extra amount for their meetings. Following are the groups
which can be targeted by the café-

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 Students and professors related to the university
 Employees of the workplace.
 Teenagers.
 Readers
Marketing plan:
This business plan further address the marketing mix which is determined with the help of 4 P’s
that are Price, Product, Promotion, and Place. In terms of Aquarius café, all these 4 P’s are
defined below-
Product:
This element of the marketing mix states all those products and services which are offered by the
café to their customers. In terms of Aquarius café, different types of products are offered by this
café such as variety of coffee, other type of beverages, and snacks. This café use very high
quality ingredients while preparing its products. There are different types of coffee and
beverages such as espresso, brewed coffee, teas, ice tea, mojito, etc. Further, this café served
different pastries and cakes to its customers (Cleverism, 2014).
Price:
There are number of important characteristics related to the price determined by Aquarius café-
 Café consider the diverse quantity while deciding the price of the products such size of
coffee (small, medium, large].
 Aquarius café offered competitive price to their customers.
 For this café, price of the product is the secondary approach in comparison of the quality
of the products (Foust, no date).
Place:
Location or area in which café is located is the prime objective of this element, which means,
that place where buyers easily reach to the café. Further, right distribution channels re also
considered by the organization. There are some basic factors which are considered by this café
while locating their café-
 Organization chooses the place by considering the strategic factors for generating more
business and profitability.
 This further chooses the University for locating their café in terms of attracting the more
number of students and faculties (Ehmke, no date).
Promotion:
There are number of techniques which can be used by the café, and some of these techniques are
defined below-

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 Café offers large number of free books to their customers for reading.
 Sales promotion techniques are used by the café such as card of loyalty.
Product Positioning and Differentiation Strategy
Product Positioning- this is the way through which organization provide brand identification of
their products and services while entering into the market. In this context, management mainly
focuses on differentiating the products or services they offer to the customers. As biggest
competitor of this café is the Starbucks in Canada, as this café capture large market share in the
Canada. For dealing with their competitors, cafe can differentiate its products through its quality
and taste, and also by providing unique environment to its customers. In this context, café
develop the section of library where consumers can complete their work and while enjoying the
best coffee. Further, café can arrange large number of books which engaged and attract the
customers and also help them in creating their brand recognition.
Product differentiation is the incorporation of different attributes such as quality of price in the
product in context of encouraging the intended customers to perceive the product as different and
desirable. In context of this café, management can offer different variety of coffee which is
prepared from different types of coffee beans. They can also introduce different types for their
products such as size of coffee and other beverages drinks that are small, medium, and large.
Café can also enhance the quality of their pastries by use the high quality cream and other bakery
products in their café.
Market size
Coffee is deemed as most popular beverage in Canada and across the globe. It is famous for its
rich flavored and aroma, and there are number of varieties of coffee which is served in Canada.
Market size of coffee in Canada is huge and the most commonly consumed coffee in Canada is
the Arabica and Robusta. In 2017, almost 71% consumers agreed that they consumed coffee
almost every day and visit café on continuous basis. Almost 77% Canadians agreed that they
visit the café in almost 7-8 times a month (Statista, 2018).
Business Funding:
For establishing the café in Australia following is the prepared and decided budget-
Elements price
Incorporation fee $15000
License and legal fee $5000
Cafe Location $55000
Equipment’s $10000
Accounting software $3000

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Start-up expenses $2000
Salaries $ 50000
Miscellaneous expenses $ 6000
Conclusion
The business plan is defined as the written description which mainly deals with the future of the
business. Aquaria café focus on creating the best place between their customers and also try to
give unique experience to their customers. This cafe converts one of its sections into the library
in which customers can easily focus on their own work while enjoying their coffee. Management
mainly focuses on differentiating the products or services they offer to the customers. In this cafe
can differentiate its products through its quality and taste, and also by providing unique
environment to its customers. In this context, café develop the section of library where
consumers can complete their work and while enjoying the best coffee. Further, café can arrange
large number of books which engaged and attract the customers and also help them in creating
their brand recognition.
References:
Cleverism, (2014). Understanding the Marketing Mix Concept – 4Ps. Available at:
https://www.cleverism.com/understanding-marketing-mix-concept-4ps/. Accessed on 29th
October 2018.
Ehmke, C. (2012). Marketing’s Four P’s: First Steps for New Entrepreneurs. Available at:
https://www.extension.purdue.edu/extmedia/ec/ec-730.pdf. Accessed on 29th October 2018.
Foust, J. The Four P’s of Marketing. Available at:
http://www.scpress.org/13eBulletin/foust_JAN.pdf. Accessed on 29th October 2018.
Nielsen, L. Product Positioning and Differentiation Strategy. Available at:
https://smallbusiness.chron.com/product-positioning-differentiation-strategy-5078.html.
Accessed on 29th October 2018.
Statista, (2017). Coffee Market in Canada - Statistics & Facts. Available at:
https://www.statista.com/topics/2903/coffee-market-in-canada/. Accessed on 29th October 2018.