The Beanery: Café Business Plan Presentation - Birmingham, UK Venture

This presentation details a comprehensive business plan for 'The Beanery,' a proposed cafe in Birmingham. It covers key aspects of the venture, including target market analysis (young, college-going consumers), brand identity, and a unique selling proposition (USP) focused on high-quality gourmet meals, coffee, and sustainable practices. The plan outlines staffing requirements, including roles, skills, and remuneration, along with employee benefits. The presentation also describes the cafe's operations, emphasizing hygiene regulations and a collaboration strategy with Deliveroo. The marketing strategy highlights the use of social media and personalized marketing to attract the target consumer base. The cafe will offer a range of coffee and alcoholic beverages, with a focus on high-quality ingredients. The presentation concludes by emphasizing the importance of brand identity, staffing, and marketing in establishing a successful entrepreneurial venture.

The Beanery
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INTRODUCTION
We are a group of member have decided to open a cafe shop. Creation of an
entrepreneurial venture involves various tasks which include operations, human
resource management and identification of marketing objectives. This
presentation provides plan including operations, marketing and management
specifics associated with opening a Café in Birmingham which offers meals,
snacks, alcoholic and non-alcoholic beverages.

TARGET MARKET AND BRAND IDENTITY
 Demographically the target market for the
café is of young collage going consumers
which aim to relax at comfortable food joint.
The target consumers belong to the young
age group from upper- middle or high
income sections.

CONTINUE
 The brand name of the café will be The Beanery. This brand
name is catchy and fits with the youthful brand identity for the
café.
 In order to attract the target consumer base which consists of
upper-middle income or high income consumers, the alcoholic
beverages provided at the café will be made with high quality
alcohol.
 In addition to this Wi-Fi facility will be provided in the café to
attract collage gaining consumers.

USP OF THE BEANERY
 The USP of this café is that it provides high quality
gourmet meals, coffee beverages and alcoholic
beverages.
 In addition to this the tableware used in the café
will be sustainable and plastic will not be present in
any part of the café.
 The high quality and sustainable facilities of the
café will be promoted with the help of social media
engagement and personalized marketing

STAFFING REQUIREMENTS
• The main staff roles along with skills which need to be
filled in The Beanery are provided below:
• Café manger: Management skills with 2 years of
experience.
• Bar manager: Expertise alcohol beverage preparation and
interpersonal skills.
• Chef: Cooking skills and team management skills

CONTINUE
 The payment for management level staff such as café manager, bar manage
rand chef will be £ 30,057 per year.
 The remuneration given two Baristas and Bartenders will be £9.07 per hour.
 The salary given to lower management staff will be
Employee benefits
 2 cups of coffee free daily
 Commuter benefits
 15 annual paid holidays

CONTINUE
 The coffee products offered at The Beanery include café latte, café mocha,
café au lait, cappuccino, cold, brew coffee, double espresso. The
differentiating factor off coffee products is that they are made form high
quality Hawaii Kona Coffee beans which are regarded as thee best quality
coffee bands (Torlak, Demir and Budur, 2019).
 The café will offer various cocktails such as cognac and Vesper Martini made
with high quality English and imported alcohol.

OPERATIONS
 Hygiene regulations will be followed by The Beanery
by regularly self assessing hygiene of the place by the
café manager. In addition to this the café manager will
be tasked with ensuring that FSA hygiene standard are
complied at the café (Srivetbodee, Igel and
Kraisornsuthasinee, 2017).
 Collaboration with deliveroo is a profitable strategy for
The Beanery as it will help the firm expand consumer
base.

CONCLUSION
From the above Presentation it is determined that in order to establish an
enterprise various steps such as creation of Brand Identity, selection of staff,
increasing brand awareness and deciding stock availability is importance. All
these activities are completed with the help of marketing, operations and human
resource management functions.

REFERENCES
 Felton, E., 2018. Filtered: Coffee, the Café and the 21st-Century City. Routledge.
 Torlak, N.G., Demir, A. and Budur, T., 2019. Impact of operations management
strategies on customer satisfaction and behavioral intentions at café-
restaurants. International Journal of Productivity and Performance Management.
 Srivetbodee, S., Igel, B. and Kraisornsuthasinee, S., 2017. Creating social value
through social enterprise marketing: case studies from thailand's food-focused social
entrepreneurs. Journal of Social Entrepreneurship, 8(2), pp.201-224.