Cafe Mountain Moose Business Plan: Melbourne Market - Startup 2018

This document presents a comprehensive business plan for Café Mountain Moose, a startup café located in central Melbourne. The café aims to attract a regular customer base with a wide variety of coffee and pastry products, leveraging the industry experience of its partners in a medium-competitive environment. Targeting medium to higher-income residents, Café Mountain Moose intends to offer competitively priced products with a focus on American-style breakfast and lunch, emphasizing healthy and tasty options. The business plan details the market analysis, including target customers and competitors, as well as the financial projections, operational strategies, and management structure. The café's mission is to provide a unique and relaxing dining experience with quality ingredients and exemplary service, while maintaining low overhead expenditure and high market visibility. The plan outlines the financial objectives, including a minimum profit margin of 25% per year for the first three years, and the required working capital of $200,000, sourced from partners and bank funding. The document also covers risk management, legal considerations, and sustainability initiatives.

Running head: BUSINESS PLAN
Business Plan
Name of the Student
Name of the University
Authors Note
Course ID

1BUSINESS PLAN
Table of Contents
The Business Summary..............................................................................................................4
The Market:............................................................................................................................5
The future:..............................................................................................................................5
The finances:..........................................................................................................................5
The Business:.............................................................................................................................5
Business Details:....................................................................................................................6
Products and Services:...........................................................................................................6
Registrations Details:.............................................................................................................6
Business Premises:.................................................................................................................7
Organization Chart:................................................................................................................7
Management and Ownership:................................................................................................8
Key Personnel:.......................................................................................................................8
Products and Services:...........................................................................................................9
Innovation:...........................................................................................................................10
Insurance:.............................................................................................................................10
Risk management:................................................................................................................11
Legal Considerations:...........................................................................................................11
Operations:...........................................................................................................................11
Sustainability Plan:...............................................................................................................12
The Market:..............................................................................................................................12

2BUSINESS PLAN
Market research:...................................................................................................................13
Market Targets:....................................................................................................................15
Environmental analysis:.......................................................................................................15
SWOT analysis:...................................................................................................................17
Competitors:.........................................................................................................................18
Advertising and Sales:..........................................................................................................18
The Future:...........................................................................................................................19
Vision Statement:.................................................................................................................19
Mission Statement:...............................................................................................................20
Goals/Objectives:.................................................................................................................20
Action Plan:..........................................................................................................................21
The Finance:.............................................................................................................................21
Key objectives and Financial Review:.................................................................................21
Key Assumptions:................................................................................................................21
Start-up Costs:......................................................................................................................21
Balance Sheet:......................................................................................................................23
Profit and Loss Forecast:......................................................................................................23
Expected Cash Flow:............................................................................................................24
Reference List:.........................................................................................................................27

3BUSINESS PLAN
The Business Summary
Café Mountain Moose is the formal legal entity which is a start-up establishment that
would be located in the central Melbourne market. Café Mountain Moose anticipates to catch
the interest of the regular base of customer with the wide variety of coffee and pastry
products. The business plans to create a strong base of the customers to build the market
position in the town because of its business partners industry experience a medium
competitive climate in that area. Café Mountain Moose targets to provide its customers with
the products at the competitive price in order to meet the demand of the medium to higher
income group people that are residing in the market.
The primary business objectives of the Café Mountain Moose are become the premier
home style restaurant in the Carlton South district of Melbourne. Café Mountain Moose also
aims to provide meals to its customers at the reasonable price with the exemplary service.
The target of the business is to cover the ratios of 1.00X for each serving to its customers at
the price cost ratios of less than 65%. The business would commence from 1st August 2018
onwards and the business owners of the Café Mountain Moose are
1. Ryan Harris
2. John Moore
3. Cristina Deli
The Café Mountain Moose would be serving its American-style breakfast and lunch
placing emphasis on the healthy, tasty food. The business would be serving Low-fat recipes
would be served to the customers by not sacrificing the taste or the appeal of the food. Menu
items for the breakfast would range from $2.99 to $8.99. Lunch items would be ranging from
$4.99 to $12.99. Daily soups and specials would be offered by the Café Mountain Moose as

4BUSINESS PLAN
well. The hours of operations would range from 6.30 am to 11.30 p.m. seven days a week.
The ABN number for the business is 897 798 568.
The Market:
The Café Mountain Moose industry comprise of around 6 million customers with
combined restaurant strength of $80,000 thousands with annual revenue of more than $400
billion (Armstrong and Taylor 2014). The major industry participants comprise of the KFC,
Pizza Hut, Taco Bell and Darden Restaurants.
The future:
The mission of the business is to offer unique and relaxing experience of dining to its
customers. Café Mountain Moose would strive to attain this goal by offering menu items
incorporating the quality ingredients at the reasonable prices (Baker and Saren 2016). The
Café Mountain Moose would be mindful of the wellbeing of its customers and staff by
treating each and every customer with the dignity and respect similar to the home experience.
The objective of the business is to keep the variable and overhead expenditure as low as
possible and creating the higher market visibility through the building and advertisement.
The finances:
The business in the span of three years intends to make profit for a minimum of 25
per cent for each of the three years of its operations. The business would be requiring the
working capital of around $200,000. The business would aim attract contributions from the
partners and the rest of the funds would be funded through the banks.
The Business:
Café Mountain Moose is the formal legal entity which is a start-up establishment that
would be located in the central Melbourne market. Café Mountain Moose anticipates to catch
the interest of the regular base of customer with the wide variety of coffee and pastry

5BUSINESS PLAN
products. The business plans to create a strong base of the customers to build the market
position in the town because of its business partners industry experience a medium
competitive climate in that area. Café Mountain Moose targets to provide its customers with
the products at the competitive price in order to meet the demand of the medium to higher
income group people that are residing in the market (Baker 2014). The ABN number for the
business is 897 798 568.
Business Details:
Products and Services:
The Café Mountain Moose would be serving its American-style breakfast and lunch
placing emphasis on the healthy, tasty food. The business would be serving Low-fat recipes
would be served to the customers by not sacrificing the taste or the appeal of the food
(Carland et al. 2017). Menu items for the breakfast would range from $2.99 to $8.99. Lunch
items would be ranging from $4.99 to $12.99. Daily soups and specials would be offered by
the Café Mountain Moose as well. The hours of operations would range from 6.30 am to
11.30 p.m. seven days a week.
Registrations Details:
The registration details represent that the business would be operating under the
partnership form. The business registered trading name is Café Mountain Moose and would
be located in the Carlton South in the Melbourne City (Drucker 2014). The structure of the
business would be as Partnership with the ABN number of 897 798 568. The ABN number of
business represents the permits that identifies the business to carry out its activities. To
promote transparency in business the personal details, business information’s, business
activity details with the declaration of the true information across the entire operations.

6BUSINESS PLAN
Business Premises:
Location and specific operations: Carlton South, in Melbourne is the location that serves as
the concept of café restaurant. The position of the chosen location is exceptionally positive
and may be regarded as the advanced developed area (Erevelles, Fukawa and Swayne 2016).
Furthermore, there are numerous developers that are filling up commercially, residential and
retail development as well. Café Mountain Moose can generate large amount of benefit from
heavy investment and grant that is received from bank for renovating the property. The
market has been selected for examining the necessary demographics together with the
essentials for meeting the goals that is created attaining the profit (Hartline and Ferrell 2014).
The location is of Melbourne is commercially a busy place and has been selected for
prosperous the demographic market. Concerning the business premises, the owners of the
business would be leasing the premises to carry out the operations.
Organization Chart:
Café Mountain Moose organizational chart comprises of the administration staff
together with the managers under different sections dining, kitchens and staffs (Hitt and
Duane 2017). The administrations fundamentally report the business owners with staffs that
are accountable for handling the segments in the area of cook, waiter along with the cash.

7BUSINESS PLAN
Figure 1: Figure depicting Organizational Chart
(Source: As Created by Author)
Management and Ownership:
The management and ownership of the Café Mountain Moose intends to commence
the business under the partnership agreement with each of the partners having limited liability
till the face value of the capital contributed by them. The owners and the management of the
Café Mountain Moose have the experience of around ten years particularly in the restaurant
and hotel, business management, marketing and finance (Kirzner 2015). The partnership
agreement provide that business under the regulations which offers its owners with the
authority of handling the overall business operations. The management structure offers the
management with the right of indulging in the regular business operations.
Key Personnel:
The managerial personnel of the Café Mountain Moose comprise of the following;
Managing
Director
Managers
(Dining Area)
Staff (Service) Staff (Waiter)
Managers
(Kitchen)
Staff (Cook)
Manager
(Finance)
Staff
(Cashier)

8BUSINESS PLAN
The management team for Café Mountain Moose has around 10 years of experience
particularly in hotel and restaurant, business management, marketing and finance areas.
1. Ryan Harris: Operating as the managing director of the company
2. John Moore: Functioning as the General Manager along with the executive officer
3. Cristina Deli: Functioning as the Manager (Dining Area)
4. Peter Cross: Would be functioning as the Kitchen Manager
5. Katerina Dias: Would be discharging the responsibilities of Finance Manager
Products and Services:
Services: Café Mountain Moose would be featuring a negotiation from the supplier
agreement with numerous local food-service wholesalers and coffee wholesalers in the
Carlton South of Melbourne district having a reputation for reliability and quality;
a. Mean Beans Coffee Roasters
b. Overland Brewers
c. Healthy Harvest Bread
d. Herb Stuffed Chicken
e. Grilled Chicken with Shallot
f. Baked Mushroom and Capsicum
g. Quick Salted Caramel Pie
h. Grilled Chicken in Mustard Sauce
Concerning the market position of Café Mountain Moose, the products and services
offered are both competitive and budget products. With respect to its competitors the
products and services are priced similar to that of the prevailing competitors (Kiseleva 2017).
The proposed business of café can concentrate on the narrower and specialized menus that
targets in enhancing the overall level of quality and services. Sufficient labelling and

9BUSINESS PLAN
techniques of rotation together with the sufficient storage would help in making sure that
higher quality products would be sufficiently available to satisfy the demands for the
customers during the peak hours.
Concerning the pricing Café Mountain Moose would be priced moderately that would
offer family style food service. The prices of Café Mountain Moose products would range
from $3.99 to $20 per entrée. The choices for food would be varied and the price would range
from $6.69 to $20. The average price is anticipated to range between $8 to $15 that appears
in line with the standards of industry of below $25.00. Café Mountain Moose would be
keeping its menu reasonable priced by providing menu items that would take the advantage
of seasonal produce for further lowering the price.
Innovation:
The business operators of Café Mountain Moose can place their concentrations on
decreasing the food wastage by initiating the food processing techniques and going green
(Kuratko 2016). Raising the awareness concerning the sustainability, particularly among the
millennial can force the owners of restaurants to enforce environment friendly and at the
same time keeping the sustainable practices.
Insurance:
The Café Mountain Moose would be covering different risks namely the one that is
mentioned below;
a. Product Liability: Presence of unnecessary objects in different foods
b. Workers Compensation: Burns, Strains
c. Public Liability: Injuries that are suffered by the patrons through slips and falls.

10BUSINESS PLAN
Risk management:
Risk Likelihood Impact Strategy
Physical Risks Likely Medium Knowing the risk of
locations all the exits.
Installing the fire alarm and
smoke detectors.
A system of sprinkler would
be installed.
Hazardous Material Risk Highly Medium A plan would create to
handle the immediate
impact of risk. Local fire
department can be deployed
to acquire help.
Location Risk Highly Low Among the location hazards
there is a risk of fires,
damage from storm, floods
and earthquake. Keeping
sufficient amount of
vehicles to drive away from
the locations.
Strategic Risks Likely Medium A system is created to
implement control on the
financial hardships that
takes place when there is
risky failure in the
diversifications of the
present project.
Legal Considerations:
There are some applicable laws of the new café business. The legal license includes
Australian Business License and Information Service that necessarily includes the permits
and licenses (Lantos 2015). Furthermore, the business would be complying with the Privacy
Act and Fair Work Commission.
Operations:
The operations of the Café Mountain Moose would be located in the Carltons South
of Melbourne city. The café would be serving lunch and dinners following the afterhours for

11BUSINESS PLAN
specifically in the weekends. Café Mountain Moose would be operating particularly during
the peak business hour for obtaining the advantage of the street traffic.
Lunch Hours: Monday to Sunday (12 pm to 3 pm)
Dinner Hours: Monday to Sunday (8 pm to 1 am)
Sustainability Plan:
The Café Mountain Moose aims to make their business sustainable by developing the
greener and profitable plan. Unpretentious improvement of handling equipment efficiently
and reducing the heating and cooling bills for further investment in energy efficiency
procedure (Scarborough 2016). The company aims to introduce the plan of decreasing the
total waste. Particularly, recycling and similarly composting the programs that can be used in
the common way of addressing heating and cooling plans for effective reduction in energy.
The Market:
Coffee business is one of the most lucrative business markets in the Australian
scenario. The country which celebrates its laid back style and which has moved far from the
bustling cafes culture of the European countries and the caffeine driven cities of Northern
America, Australian have become increasingly specific to their coffee (Schaper et al. 2014).
The coffee culture in Australia is very rich and the trend has continued. The Quality espresso,
which was brought in this island nation back in the 50s, has still continued to dominate and
still remains the face of the Australian coffee market. The major players are the home
players. The coffee shop industry in Australia is different than other countries (Solomon et
al. 2014). Here it is not dominated by the large global coffee shop chains, on the contrary is
highly fragmented, with a high percentage of single store independent coffee shops outlets,
although some of the major players such as McCafé, Starbucks, and Gloria Jeans are present
too. They consists of Duke Coffee Roasters, Industry Beans, Seven Seeds, Axil Coffee