BUS3ENT Individual Assignment: Candy Crush Cafe Business Plan

This report presents a comprehensive business plan for a Candy Crush Cafe, a new food and beverage venture planned for the Australian market. The plan begins with an executive summary and table of contents, followed by an introduction that outlines the cafe's concept, which is themed around the popular Candy Crush game. A detailed Business Model Canvas is then presented, covering key activities, partnerships, customer relationships, value propositions, customer segments, channels, key resources, cost structures, and revenue streams. The marketing plan includes market size analysis, industry and competition analysis, recent Australian trends, market segmentation, target consumer analysis, and a competitor analysis. The operational and technology sections explore technology development options, product production, sales and distribution, resource requirements, and relevant laws and regulations. Human resources are also analyzed, including staffing requirements, ownership structure, and growth strategies. Finally, the plan provides a financial analysis, including projected sales, start-up costs, estimated profits, and financing sources, concluding with a summary of the business plan's key points and appendices containing supporting financial data.

Running Head: Entrepreneurship 0
Entrepreneurship
(Student Name)

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Executive Summary
Candy Crush Café is small business venture that will be introduced in Australia. It will be
introduced with the theme of candy crush that will attract game lover. Candy Crush Café will be
recognized for its theme and its quality service. The growth opportunity for Candy Crush Café in
Australia is high due to the main reason; the food and beverages industry is rapidly growing in
Australia. Therefore, it is required for the café to hire professional chef and staff to cater high
quality food and service for the customers in a useful and helpful manner. Furthermore, the level
of competition is high in such industry therefore; Candy Crush Café will adopt effective growth
strategies to compete its competitors. The target consumers of Candy Crush Café will be mainly
teenagers and seniors. Thus, various activities will be adopted by the café in its upcoming future
to grasp maximum number of consumers in an effective manner

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Table of Contents
Executive Summary.........................................................................................................................1
1. Background..............................................................................................................................4
2. Candy Crush Café’s Business Model Canvas..........................................................................5
3. Marketing Plan.............................................................................................................................7
3.1. Market Size...........................................................................................................................7
3.2. Industry and Competition Analysis.......................................................................................8
3.3. Recent Australian Trends......................................................................................................8
3.4. Analysis of Market Segmentation.........................................................................................8
3.5. Consumers Target Segment..................................................................................................8
3.6. Competitors Analysis............................................................................................................9
3.7. Selected Location of Candy Crush Café...............................................................................9
4. Operation and Technology..........................................................................................................9
4.1. Technology Development Options.......................................................................................9
4.2. Change in Technology Impact..............................................................................................9
4.3. Product Production Options................................................................................................10
4.4. Option of Sales and Distribution.........................................................................................10
4.5. Resources Required.............................................................................................................10
4.6. Laws and Regulation associated to Professional................................................................10
4.7. Moral or Ethical Issues.......................................................................................................10

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5. Analysis of Human Resources..................................................................................................11
5.1. Technical and Management experience Requirements.......................................................11
5.2. Role of Owners...................................................................................................................11
5.3. Structure of Ownership.......................................................................................................12
5.4. Requirement of Manpower.................................................................................................12
5.5. Candy Crush Café’s Growth Strategy.................................................................................13
6. Financial Analysis.....................................................................................................................13
6.1. Projected Candy Crush Café sales in $...............................................................................13
6.2. Start-up Cost Analysis........................................................................................................13
6.3. Estimated Profits.................................................................................................................14
6.4. Financing Sources...............................................................................................................14
7. Conclusion.................................................................................................................................14
8. References..................................................................................................................................16
9. Appendices.............................................................................................................................18
Appendix 9.1: Startup Cost........................................................................................................18
Appendix 9.2 Profit and Loss A/C.............................................................................................20

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1. Background
The market cover high level of competition that forces the new companies to entre in the market
with its innovative ideas and strategies that can help them to survive in such competitive market
for its future growth. Food and beverages industry is growing in the Australian market at peak.
Most of the people in Australia are faint of innovative food and beverages. Therefore, one of the
small café is planning to enter in the Australian market with its innovative concept (Blevins,
Khwaja and Yang, 2018). Candy Crush Café is one of the innovative café which is majorly
introduced for the game lovers. The theme of the café will be based on candy crush game which
cover with full of colors and jelly pattern. Such theme will enhance the craving for jelly related
products and other innovative products that will be the most innovative idea in the market.
The below report will described detail version of strategies and business model which will be
used by the Candy Crush Café to attract large amount of consumers in an effective and efficient
manner.
2. Candy Crush Café’s Business Model Canvas
Key Activities
Preparing
and serving
food in the
design of
candy crush
Participatin
g in
employment
generation
Promoting
and
Key
Partnerships
Owners of
Grocery
Retailers
Government
Employees
Suppliers
Wholesalers
Delivery
companies
Commercial
Equipment
Customer
Relationship
The food
will be
cover in an
innovative
manner.
Through
using the
favourite
game of the
people as a
theme of the
Value
Propositions
Proper
gaming
environme
nt will be
provided
to the
consumers
so that
they can
cheer up
and old
Customers
Segment
the main
focused
consumers
will be
game lover
the
children
and
teenager
between
the age of

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marketing
the Product
in crowded
area
Helping
needy
people
though
participatin
g in social
activity
companies café, try to
create bond
with them
The
consumers
will be
provided an
option of
sharing its
feedback
through
providing
feedback
form to
them.
The
consumers
can also a
candy crush
game in the
large screen
to earn gifts.
They can
change food
as well if
they find it
is not up to
the mark of
their
people can
mesmerizi
ng their
memories
Proper
comfortabl
e
environme
nt will be
provided
to the
consumers
through
providing
various
type of
games
Service of
home
delivery
will be
provided
More
attention
will be
provided
to the
quality of
the
product
11 to 20
will be the
targeted
audience
The old
people will
be also
warm
welcome
to cherish
their life
and enjoy
with
teenagers
Other
generation
s such as
Young,
adult will
be also
allowed to
enjoy in
the cafe

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expectations served.
Utensils
that will
be used in
the café
will be eco
friendly
Channels
Small café will be opened in the
crowded area
There will a facility of take
away food at home for the
consumers
Home delivery service will be
given through adopting order
from website of the cafe
Café will also use the channel of
other online platform such as
Food Panda and so on
Key Resources
Chef
Staff
Cooking Equipment’s
Electricity and Gas
Suppliers
Kitchen and Utensils
Brand and Patent
Cost Structure
Cost of Marketing
Supply Chain and Logistics
Equipment
Salaries
Building Rent
Revenue Streams
Cards facility
Web-Based Sales
Advertisement as well as Promotion
In-store Sales
Payment through cash

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Freights
Ingredients
Inventory Maintenance
Utensils
Taxes
3. Marketing Plan
3.1. Market Size
The market of Australia consist a high share in the world’s economy. The Australian economy is
the highest rating mixed economy with the GDP of AUS$1.69 trillion. The nation is providing
many opportunities to companies to enter in the food and beverages sector. The Australia is
measured as the 6th prevalent nation in the counting (Tavani, 2016)
3.2. Industry and Competition Analysis
 Review of Industry: In Australia the revenue of fast food or mocktails sector amounts to
US$ 1,855 million in 2020. The people of Australia motivate industry to innovate new
food products for them. In Australia there are bunch of food lovers in comparison to other
country who attracts the industry to try something new. The customers of the cafes as per
recent researches amount to 5.6 million in Australia in 2020. The growth of Food and
Beverages industry is rising rapidly over the past few years(Saebi, Lien, and Foss, 2017)
 Competition Industry: from the sum of last five years revenue of the cafes industry has
grown moderately. The business income is projected to rise at an annualized 2.5% from
the past years 2018-19, to $9.9 billion. The Australia consists of more than 85,000 places
for dinning out, including 22,000 restaurants. The growth of industry is increasing
moderately and therefore, it will give a tough competition to the Candy Crush Cafe. The

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increased growth of industry attracts the investors as well as consumers to enter into the
market(Rowles, 2017)
3.3. Recent Australian Trends
The recent research shows that there is increase of awareness in people for street or junk food.
The people are shifting from junk or street foods to healthy food. They are concern more for their
health and follow a proper diet routine to maintain their health. People of Australia now prefer to
go at hygienic places instead of street foods. This affected industry at large(Rothaermel, 2016)
3.4. Analysis of Market Segmentation
In this the food and beverage industry segments their market on the basis of people and their
responses. The age, gender and income are the main ingredients of the demographic segment and
behaviour includes nature and preferences of the consumer. The people of age between 16-40
years mostly prefer to visit new restaurants (Pandey et al., 2016)
3.5. Consumers Target Segment
The Candy Crush Café will target mainly game lover and young generation consumers between
the ages of 15 to 42 because they found to be more foodie. Also, their spending power is great as
free from responsibilities and live life freely and as per their satisfaction level. The young
generation does not think much, they believe in enjoying and ready to pay the amount as per
demand. Also, senior citizens are targeted due to authenticity of food offer by the restaurants
(O’Mahony, and Lobo, 2017).
3.6. Competitors Analysis
The main competitors are Quay, Attica and Operator 25; they all will give a tough competition to
Candy Crush Café. The above mentioned competitors are well-known and have steup market
goodwill in the business. Customers are happy and satisfied with their service thus, will easily
not get shift to new cafes(Haaker et al., 2017)

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3.7. Selected Location of Candy Crush Café
The suitable place for the Candy Crush will be near the shopping mall to make consumers enjoy
and relax. The ratio of visitors in Candy Crush Cafe will be more in evening as compared to
afternoon or morning(Felton, 2018)
4. Operation and Technology
4.1. Technology Development Options
The involvement of Candy Crush Café in latest trends and technology is very low. Therefore,
they will hire other individuals to develop required software and technology. The café will give
mobile app service to their customers to order online, check and track order status, address for
grievances and feedback. It will save lot of time of customers as well as café’s staff. This
technology attracts more customers and will help in revenue to grow(English, 2006)
4.2. Change in Technology Impact
Occurrence of changes in the technology brings a new face of cafes and restaurant to the
customers. The change in pattern, style and design of cafes leads to attract the customers more.
The 3D printing, digital imaging, artificial intelligence and online services by cafes creates a
center of attraction in mind of consumers and helps in capturing a healthy amount of market
share. Therefore, Candy Crush Café will use these technology styles to capture the market and
satisfy customers(De Mooij, 2019)
4.3. Product Production Options
The Candy Crush Café at starting will not run at bigger level therefore, it does not require huge
amount to set up the business. Also, it does not need any outsiders help to run their business. The
employees and managers itself will run and manage the work to achieve maximum profit and
goals of the business(Cobiac et al., 2017)

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4.4. Option of Sales and Distribution
Candy Crush Café will provide all services, products and facilities by itself to their customers.
Involving of managers and owners directly will have a good impact on image and customers
mind. This will also support in competition with other café’s. To check and control all the things
directly will reduce the risk and enhance the profit(Blevins, Khwaja, and Yang, 2018)
4.5. Resources Required
The main and foremost requirement is staff that knows their work and will be flexible with the
customers. Another important resource is Chef, who is there to make the food. The entire image,
sales and profit of café is in hands of chef. Other requirements are equipment such as table
cover, steel items, woods, raw material suppliers and stove(Armstrong et al., 2018)
4.6. Laws and Regulation associated to Professional
Before commencing of any business permission is required from authorities related with food,
place, patent and copyrights. To ensure with health of consumers and environment safety the
café needs to list their business under the Workplace Health and Safety Act, 2011. The café
needs to register under Tax Department to make its business income legalize and open a separate
bank account in Australia(Ansoff et al., 2018)
4.7. Moral or Ethical Issues
The main issue comes in front are:
 Overtime work leads to irritation and discourages the employees towards their goals.
 Also, online services can be troublesome as chances of hacking, network issues, fraud
leads to heavy loss to business.
 Partiality between employees due to their language, personality, gender or
caste(Adnyasuari, and Darma, 2017)

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5. Analysis of Human Resources
5.1. Technical and Management experience Requirements
The staff and other managers of café are required to have knowledge about technology. The
basic knowledge of using gadgets, mobile app needs to be there in the staff as no difficulty arise
in taking or submitting orders. There should be at least 2years experience in technical as well as
management skills(Pandey et al., 2016)
5.2. Role of Owners
 Mr Leo will the CEO of the Candy Crush Café, he is expert in management and finance.
Therefore Mr Leo will easily able to plan strategies, set targets and in taking decisions.
All the finance related decisions and issues will be handled by the CEO and activities will
be managed. Mr Leo will prepare and state the funding structure of the café as per their
targeted goals.
 Mr John will be the Sales and Marketing manager as he will be responsible for the
management of marketing plans of the café to strive their participants.
 Mr Dale will manage the operational deals as he is the Chief Operating Officer of the
café. All the operations will be under the eye of Mr Dale.
 And the IT related activities will be managed by the Chief Technology Officer who will
be Mr Richard. He will manage the inventory and IT related activities of the
café(English, 2006)

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5.3. Structure of Ownership
The Candy Crush Café consists of single owner and other subordinates. The proprietor will be
able to manage the entire events associated to Café. Next, General Manager he has both authority
and responsibility and will order to Assistant managers or other subordinates. General Manager
is assign for day to day activities of café and he is accountable to the Owner. After general
manager, front of house will be there in the order. He is available to manage services; check on
waiting line, and completion of work on time and customers satisfaction. At least executive chef
will be there to look at the kitchen section (De Mooij, 2019)
5.4. Requirement of Manpower
The requirement of employees in the initial stage will be less as compared to future. At present,
there will be 20-25 employees in the 1st year and afterwards the number will increase as revenue
extend. The selection of employees will be done by recruitment process and eligible employees
will be selected for the café. Their remuneration will be according to their post or work. There
will 9 hours shift available for the employees of the café. Also there are many incentive and
target based benefits for staff to always encourage and motivate them(Tuten, and Solomon,
2017)

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5.5. Candy Crush Café’s Growth Strategy
The strategy for growth will be measured by a follow up action. The managers will provide a
feedback form to the employees and customers for their views on the activities of café. From the
feedback and follow up action mistakes, loopholes and need of improvement will be allocated.
Also, it will show how much customers are satisfied. After this Candy Crush will apply the
suggestions and hire professionals to look on the café. The managers will also fix some targets
for employees and after achieving it employee will get a reward. This will boost the employees
and put focus towards achieving targets. And overall changes will help in growth of the
Café(Tuten, and Solomon, 2017)
6. Financial Analysis
6.1. Projected Candy Crush Café sales in $
1st Year 2nd Year 3rs Year
Selling Price per unit 75 80 86
Sale Volume 150 200 250
Expected Revenue $11,250 $16,000 $21,500
6.2. Start-up Cost Analysis
Startup Cost = AU $ 33000
Equipment Cost = AU $ 169400
6.3. Estimated Profits
1st Year Estimated Profit = AU $ 66715

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2nd Year Estimated Profit = AU $ 348315
3RD Year Estimated Profit = AU $ 624415
6.4. Financing Sources
There are different cradles through which Candy Crush Café can raise its funds as they are
explained in the below points:
 Credit and Bank Loan: Candy Crush Café can raise its funds through taking loan from
banks. It is one of the secure ways for the small businesses to gain findings. Candy Crush
Café will take equipment funding to purchase expensive equipment.
 The DIY approach: the owner of the café will raise funds through investing its own funds
as well. 25% of the amount will be funded by the owner of the cafe.
 Friends and Relative: for establishing Candy Crush Café, the friends and relative will be
allow to invest its amount in such café. The owner will take 15% amount from its friends
and relative.
 Angel Investors: they are somehow who invests their money into a small business in
exchange for share in their business. Therefore, Candy Crush Café will riseis fund from
such 25% for such source (Brown, Liñares-Zegarraand Wilson, 2019).
7. Conclusion
The above report can be concluded here that the managing commercial in the competitive market
is one of the challenging works for the new and small companies. It is required for them to enter
in the market with innovative strategies. One of the café is trying to enter on the Australian
market. Candy Crush Café will be one of the innovative café that will attract higher number of
people in a peaceful manner. In the recent scenario, the food sector industry of Australia is
growing at high pace that makes new firms to enter in such market. Furthermore, the level of
competition in such industry is also high that forces Candy Crush Café to cater its service in an
innovative manner. Therefore, the café will hire highly professional chef and trained staff that
helps them to serve better quality food and services to the consumers. The main target consumer
of Candy Crush Café will be game lover and all type of age group that will help in covering huge
number of people in the Australia.

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8. References
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R. (2018) Implanting
strategic management. Springer.
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R. (2018) Marketing: an introduction.
Pearson UK.
Blevins, J.R., Khwaja, A. and Yang, N. (2018) Firm expansion, size spillovers, and market
dominance in retail chain dynamics. Management Science, 64(9), pp.4070-4093.
Brown, R., Liñares-Zegarra, J. and Wilson, J.O. (2019) Sticking it on plastic: credit card finance
and small and medium-sized enterprises in the UK. Regional Studies, 53(5), pp.630-643.
Cobiac, L.J., Tam, K., Veerman, L. and Blakely, T. (2017) Taxes and subsidies for improving
diet and population health in Australia: a cost-effectiveness modelling study. PLoS
medicine, 14(2).
De Mooij, M. (2019) Consumer behavior and culture: Consequences for global marketing and
advertising. UK: SAGE Publications Limited.
English, J. (2006) How to organise & operate a small business in Australia. Australia: Allen &
Unwin.
Felton, E. (2018) Filtered: Coffee, the Café and the 21st-Century City. British: Routledge.
Haaker, T., Bouwman, H., Janssen, W. and de Reuver, M. (2017) Business model stress testing:
A practical approach to test the robustness of a business model. Futures, 89, pp.14-25.
O’Mahony, B. and Lobo, A. (2017) The organic industry in Australia: Current and future
trends. Land Use Policy, 66, pp.331-339.
Pandey, A., Du, G., Sanromán, M.Á., Soccol, C.R. and Dussap, C.G. eds. (2016) Current
developments in biotechnology and bioengineering: Food and beverages industry. Netherlands:
Elsevier.

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Rothaermel, F.T. (2016) Strategic management: concepts (Vol. 2). US: McGraw-Hill Education.
Rowles, D. (2017) Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. London: Kogan Page Publishers.
Saebi, T., Lien, L. and Foss, N.J. (2017) What drives business model adaptation? The impact of
opportunities, threats and strategic orientation. Long range planning, 50(5), pp.567-581.
Tavani, H.T. (2016) Ethics and technology. New York, US: Wiley.
Tsai, C., Svensen, E., Flood, V.M., Probst, Y., Reilly, K., Corbett, S. and Wu, J.H. (2018)
Healthiness of food and beverages for sale at two public hospitals in New South Wales,
Australia. Nutrients, 10(2), p.216.
Tuten, T.L. and Solomon, M.R. (2017) Social media marketing. UK: Sage.

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9. Appendices
Appendix 9.1: Startup Cost
START-UP COSTS Cost ($) EQUIPMENT/CAPITAL
COSTS Cost ($)
Registrations Business purchase price 49500
Business name 55000 Franchise fees 5500
Licences 27500 Start-up capital 66000
Permits 11000 Plant & equipment 0
Domain names 8800 Vehicles 5500
Trade marks/designs/patents 6600 Computer equipment 4400
Vehicle registration 5500 Computer software 3300
Membership fees 4400 Phones 1100
Accountant fees 3300 Fax machine 2200
Solicitor fees 9900 Security system 5500
Rental lease cost (Rent
advance/deposit) 110000 Office equipment 15400
Utility connections & bonds
(Electricity, gas, water) 11000 Furniture 4400
Phone connection 4400 Shop fitout 6600
Internet connection 550
Computer software 6600
Training 4400
Wages 11000
Stock/raw materials 8800
Insurance 0
Building & contents 220
Vehicle 220
Public liability 440
Professional indemnity 1100
Product liability 1100
Workers compensation 2200
Business assets 3300
Business revenue 2420
Printing 1650
Stationery & office supplies 1100

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Marketing & advertising 27500
Total start-up costs $330,000 Total equipment/capital
costs $169,400
Appendix 9.2 Profit and Loss A/C

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