Detailed Business Plan: Caffeine Express Restaurant in London

This report details a comprehensive business plan for Caffeine Express, a proposed restaurant in London, UK. It begins with an executive summary and introduces the business concept, focusing on coffee and food products tailored to students and young people. The report analyzes the food and beverage industry, highlighting market trends and the importance of innovation. It outlines the business model, including profit generation, and discusses the business life cycle stages. A key differentiator for Caffeine Express is the high quality of its coffee. The plan addresses potential challenges like market competition and changing trends. A marketing plan covers product, pricing (penetrative pricing), location (London), and promotion strategies. The report includes a competitor analysis and emphasizes the importance of adapting to market dynamics. Desklib provides access to similar past papers and assignments to aid in student learning.

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Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9

INTRODUCTION
Innovation refers to the use of right approaches so that the new products and services can
be introduced within a particular market. It can be quite helpful in order to ensure that the
introduction of these products and services can be done in the right manner and this can help in
attaining the overall goals and objectives. Entrepreneurship refers to the taking of risk in order to
start a new business venture in order to earn higher-level of profits (Boysen, Jansen and Knage,
2020). This report is based on creation of a Business Plan for starting a new Business in the
market. Business considered for this report is Caffeine Express. It is a Restaurant which will
provide Coffee and other food items to the customers who visit it. It will be located in London,
United Kingdom. In this report, a detailed and specific focus will be made on the various types
of aspects which are related with the Business Plan.
MAIN BODY
Executive Summary- Restaurant which will be opened is named Caffeine Express. It is a
Restaurant which will provide Coffee and other food items to the customers who visit it.
Therefore, it is quite important that the preparation of a Business Plan can be done so that the
support to the Business Idea can be provided in the right manner. This will be quite helpful in
ensuring that the Business is successful in the future and can attain its detailed goals and
objectives in a proper manner.
Start-Up Business Idea- The products and services which will be provided by Caffeine
Express to its different types of customers are as follows-
 Coffee- It will be the main product which the Business will provide to the customers.
Different types of Coffee will be provided to the customers by the Restaurant which will
be quite helpful in ensuring that they are able to ensure that they can fulfill the wide
range of needs and requirements of the customers quite appropriately.
 Other Food Products- Other Food Products will also be provided to the customers by
the Business which will help a lot in ensuring that the Business is able to meet out the
wide range of needs and requirements of the customers in a proper manner.
Industry Profile- Industry in which the Caffeine Express will operate is the Food &
Beverage Industry. This industry is quite strong in the market and therefore serves the
needs and requirements of a lot of customers (Dodgson and Gann, 2020). There is a
higher-level of demand of Coffee and Other Food Items for the customers which
therefore can tend to attract them a lot. Therefore, this makes this industry quite attractive
for the various types of customers in the market and thus it ensures that the organizations
which are operating under it can earn higher-level of profits in the future quite effectively
and efficiently.

This industry demands that the regular use of innovation can be made so that the
customers are provided something new which can be quiet helpful for them effectively
and efficiently to be able to make sure that they try something new. This will also help in
ensuring that the higher-level of profits can be earned in the market which will thus help
a lot in the attainment of the overall goals and objectives in the future in a right way in
quite a proper manner.
Thus, it is quite important for Caffeine Express that it is able to make sure that it
identifies the new trends related to the innovation in the industry and thus this can be
quite helpful in ensuring that the innovation can be applied in a proper manner within the
Restaurant. Therefore, in this way it can be quite helpful in ensuring that the Restaurant is
able to manage out the wide range of needs and requirements related with the customers
and thus can earn higher-level of profits quite effectively and efficiently (Galindo-Martín
and Méndez-Picazo, 2020).
Therefore, the Industry offers a plenty of scope for Caffeine Express to expand its
operations gradually after starting its operations which will thus help in ensuring that it is
able to make sure that it can attain its future goals and objectives in a proper manner.
Further, through making the use of Innovation it will be able to bring in new products and
services which can be used to attract the attention of the customers and thus help the
Restaurant to earn higher-level of profits. Thus the focus of the Restaurant should be on
bringing Innovation in its operations in a proper manner.
Business Model-
The Business Model refers to the way in which the operations of a Business can be
managed so that it is able to earn the required level of profits in the future. Therefore, it is
quite important for the Businesses that they are able to make the use of such a Business
Model which can be quite helpful for them to make sure that they are able to run the
Business Operations in a better manner (Galindo-Martín and et.al., 2020).
Caffeine Express will make the use of the following Business Model in order to generate
the required level of profits quite effectively and efficiently-
Generation of Profits-
Caffeine Express will make sure that it gets the best coffee beans at a lower cost and
provides the Coffee to the customers according to their needs and requirements.
Similarly, it is important that the raw materials which are related with Food Items can be
used in a proper manner at low costs. Thus, the fixation of price has to be done by
observing general market trends and ensuring that the price which has been fixed is
according to these trends so that the enhancement in the overall level of profits can be
done. Thus, in this way this is a model which will be used for the purpose of generation
of profits.

Business Life Cycle-
Business Life Cycle refers to the progression of a Business over a particular period of
time. It has various types of stages (Ge and Gao, 2020). The explanation of these stages
has been made as follows-
Launch- This is the stage where the Business is launched. Thus this stage will come
when Caffeine Express’s Business is launched and the operations of the Business can
start.
Growth- This is the stage where the Business begins to register higher-level of growth in
sales. This stage comes when Caffeine Express’s Business will start to grow in a right
manner and therefore it is helpful in ensuring that the expansion of the business can be
done quite effectively and efficiently.
Shake-out- This is a stage where the sales of a Business increase but at quite a slower
rate. Therefore this stage comes when Caffeine Express’s Business expands and therefore
this leads towards ensuring that the sales start to increase at a right rate. Therefore, in this
way it can be said that the Business will start to make steady progress in this stage which
will help it a lot.
Maturity- This is the stage where the Business reaches its maturity point and therefore
the overall level of sales starts to decrease. Therefore, in this way it can be said that
Caffeine Express’ Business will be impacted due to this particular reason and the overall
level of sales will start to reduce from this point.
Decline- This is the final stage of the Business. Here the sales, profits, cash flow all begin
to decline. Caffeine Express’s Business will also reach this stage when it will lose its
competitive advantage and therefore it will exit the market.
Point of differentiation-
The point of differentiation which will differentiate Caffeine Express’s Business from the
other Businesses in the market will be the way in which the Restaurant is able to serve its
various types of customers in the market (Ghafar, 2020). The main point of
differentiation here will be the quality of coffee which the restaurant serves to its
customers in the market. The high-quality of coffee which will be provided by the
Caffeine Express will become a major point of differentiation which will differentiate it
from the other competitors in the market. Thus, in this way it will help it to be able to
gain a strategic advantage over the other competitors in the market which will thus lead
towards the enhancement in the overall level of profits. Therefore, it should be the focus
of the Restaurant to make sure that it is able to enhance its profits in the future.
Challenges to the Business Idea-
 In the future, there will be higher-level of competition in the market and thus this can
create a particular level of impact on the revenues and profits of Caffeine Express which
will help it in making a progress in the market.
 In the future, there can be an increase in the tax rates which will lead towards a decrease
in the profits of Caffeine Express which will thus create a particular level of impact on its
business.

 In the future, the conditions in the market will be quite dynamic in nature. Therefore, this
will pose a bigger challenge in front of the different types of Businesses like Caffeine
Express as they will be highly impacted in this manner.
 In the future, the market trends will also change quite quickly which will create an impact
on the Businesses. Therefore, this will lead towards the creation of a challenge in front of
Businesses like Caffeine Express.
Prospective Customers-
The prospective customers of Caffeine Express will be as follows-
 Students- The students will be the most frequent visitors of Caffeine Express. This is so
because they are the ones who are quite fond of Coffee and thus in this way they will be
able to make sure that they get good-quality Coffee at reasonable rates.
 Youngsters- The youngsters will also be the most frequent visitors of Caffeine Express.
The reason for this is that they are also quite fond of having good-quality Coffee and thus
in this way they will be able to get good-quality Coffee at appropriate rates.
These prospective customers of Caffeine Express will make sure that the Restaurant is
able to manage its business operations in the right manner and thus in this way it will be
able to attain its particular goals and objectives (Rowley, 2020). It is important for the
Business to consider the needs and requirements of these customers which will be quite
helpful for them to make sure that they are able to manage everything in quite a proper
manner in the future quite effectively and efficiently.
Brief Marketing Plan-
Marketing Plan refers to a plan in which a detailed and specific discussion on the
Marketing Strategy has to be made. The different components of Marketing Plan of
Caffeine Express are as follows-
Product- Product of Caffeine Express will be Coffee and other Food Products which it
will provide to the various types of customers in the market.
Price- Caffeine Express will make the use of Penetrative Pricing Strategy so that it can
penetrate the market in quite an effective manner and therefore can attain the future goals
and objectives in a proper way.
Place- Caffeine Express will be located in London, United Kingdom. With an increase in
the Business Operations, the restaurant will make sure that it targets expansion quite
effectively and efficiently.
Promotion- Caffeine Express will make sure that the use of advanced promotional
methods and techniques is made which will thus lead towards ensuring that the customers
can be targeted in a right manner by it.
Competitor analysis-
There will be various competitors of Caffeine Express in the market and therefore in this
way the Restaurant will be required to make sure that the consideration to all of these
competitors can be given so that the preparation of a right strategy is made for the
purpose of ensuring that the attainment of the future goals and objectives can be done by

attaining a much-required strategic and competitive edge over the various type of
competitors in the market in a highly effective manner (Smith and et.al., 2020). The three
current competitors who are already present in the market and who will provide
competition to the Restaurant are as follows-
 New London Café
 Kaffeine
 Terry’s Café London
Sources of funding-
 Venture capital- It is the start-up funding which is provided to the entrepreneurs and
therefore this is quite useful in ensuring that the Businesses are able to make sure that
they are able to make the required progress in the market (Thukral and Ratten, 2021).
Thus Caffeine Express will make the use of this particular source and will thus make sure
that it is able to start its operations in a proper manner.
 Bank Loan- It is the amount of money which is provided by the Banks to the
organizations at a certain percentage of interest (Tok, 2020). Therefore, in this way
Caffeine Express will make sure that the use of Bank Loan can be made so that it is able
to manage out its operations in a right manner.
Thus, the use of these sources of funds will be quite helpful in ensuring that the Business
is able to get the right amount of money to start its operations. Also through making its
use, the Businesses are able to make sure that they can progress in the right way in the
future which will be helpful for them. This will help them to ensure that by making the
relevant level of progress they can manage the operations in a better manner. This is only
possible when the use of the right sources of funds is made which will ensure that the
appropriate amount of money is present with the Businesses for managing their
operations (Yao, Zhang and Mu, 2020).
Intellectual Property-
Caffeine Express will make the use of Patents and Trademarks because they will be quite
useful for it in ensuring that it is able to protect its Brand Name. Therefore, in this way it
misuse can be prevented (Zhang, 2020). Therefore, it is quite important that the Brand
Image is maintained in a right way by ensuring that the restaurant is able to make sure
that the Intellectual Property is protected by making the use of Patents and Trademarks.
Thus, in this way it can be said that for the management of Caffeine Express it is quite
important that the expenditure is made on Patents and Trademarks which will be useful in
ensuring that the goals and objectives which are related with Intellectual Property can be
managed in the right manner.

CONCLUSION
From the above report, it can be concluded that Innovation is a process of bringing
something new. Entrepreneurship refers to a process through which the risks can be taken and
therefore the attainment of higher-level of profits can be done quite effectively and efficiently. It
is important that the both of them are used for the attainment of sustainable growth in the future.
The use of a Business Plan can be made in order to make sure that the organizations are able to
identify the scope for growing in the future and thus this will help the Business to be able to
realize its goals and objectives in a right way.

REFERENCES
Books and Journals:
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educational dilemmas regarding the promotion of creativity and innovation in entrepreneurship
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Dodgson, M. and Gann, D., 2020. Philanthropy, Innovation and Entrepreneurship. Springer
Books.
Galindo-Martín, M. A. and Méndez-Picazo, M. T., 2020. Value Creation, Innovation, and
Entrepreneurship: Feedback Effects. In Analyzing the Relationship Between Innovation, Value
Creation, and Entrepreneurship (pp. 1-20). IGI Global.
Galindo-Martín, M. A. and et.al., 2020. The Relationship between Green Innovation, Social
Entrepreneurship, and Sustainable Development. Sustainability. 12(11). p.4467.
Ge, W. and Gao, L., 2020. Research on the Training Mode of Digital Art Specialty Integrating
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Rowley, C., 2020. Big data, innovation and entrepreneurship in the Asia Pacific: examples and
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Smith, E. and et.al., 2020. Rebooting late-life mental health innovation and entrepreneurship
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Thukral, E. and Ratten, V., 2021. Sport innovation, entrepreneurship and digital ecosystems.
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Tok, E., 2020. The incentives and efforts for innovation and Entrepreneurship in a resource-
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Yao, W., Zhang, Z. and Mu, X., 2020. Research on Improvement of Innovation and
Entrepreneurship of University Students Based on Studio Cultivation with Tutorial
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Zhang, Y., 2020, October. Research on Problems and Countermeasures of Marketing
Application-oriented Innovation and Entrepreneurship Education Based on Network
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