Delight Cafe Business Plan: A Strategic Analysis of Food Enterprise

This document presents a comprehensive business plan for Delight Cafe, a proposed food and beverage enterprise in the UK. It outlines the company's overview, products, and services, targeting consumers aged 16-40 interested in organic options. The plan includes a market audit utilizing SWOT and PESTLE analyses to assess strengths, weaknesses, opportunities, threats, and external factors impacting the business. A detailed marketing plan incorporates the 7Ps of marketing, focusing on product differentiation through quality ingredients, strategic location, targeted promotion, and competitive pricing. The management team structure and a financial plan, including budget projections and sales forecasts, are also described. The plan concludes that Delight Cafe has the potential for success with a risk-mitigation approach, emphasizing continuous customer engagement and learning from competitors.

Managing Enterprise
in the 21st Century

Executive Summary
Individuals consume various types of products tastes and preferences and choices in the
food and beverage industry, which is a global industry. When an enterprise idea for starting a
food-related business arises, it can become an instant success if the right approach to dealing
with customers is chosen. A company can enter the market after successfully developing a
business plan that encompasses all relevant information about the company, its products, market
audit tools, target market, marketing plans, financial plans, and so on. A business plan assists in
understanding the various factors that must be considered before starting a business. Delight
Cafe can respond to changing market opportunities by serving fruit-based food and beverages.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................4
Business/ Company overview:.............................................................................................4
Product and Services:...........................................................................................................4
Market Audit:.......................................................................................................................4
SWOT Analysis:...........................................................................................................5
PESTLE analysis:.........................................................................................................5
Marketing Plan:....................................................................................................................7
Management Team:..............................................................................................................7
Financial Plan:......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
A business plan is basically a document that is in the written form which usually consists
all the details about a business start-up. It provides details about how the business will achieve its
vision and goals. It is a type of road map that consists details about the different departments.
Thus, it is made prior to beginning operations of the business so that investors become interested
in funding the business after analysing the business plan. It also helps the business in achieving
long term success(Blut, Teller and Floh, 2018). In this plan, the business idea is Delight Organics
Café is a coffee restaurant that is known for serving organic coffee to its patrons. This study
includes a comprehensive strategy for Delight Organics Cafe, as well as a thorough examination
of their macro ecological implications using pest analysis, as well as marketing and market
information.
TASK
Business/ Company overview:
The business will be based in UK and plans to serve the growing demand of consumers in
the food and beverage market. It shall be set up as a retail store selling only the products made by
Delight cafe. The consumers it plans to target are in the range of 16 to 40 years of age who are

keen on drinking organic and real fruit food and beverages to boost their power (Ferreras-Garcia,
Hernández-Lara and Serradell-López, 2019) .
Product and Services:
The business is in regards to a café which serves good quality food items with few
beverages.
Market Audit:
The two tools that will be used are SWOT and PESTLE.
SWOT Analysis:
Strength
• Delight cafe will be positioned as the only food and beverage company that uses real quality
ingredients as well as some secretive ingredients that are unique.
• It will be associated with sporting events that necessitate the consumption of food and
beverages on a regular basis.

Weaknesses:
• Inability to cater to a large portion of the country's population
• Lack of consumer trust as a result of it being marketed as a food and beverage.
Possibilities
• forming strategic alliances with companies with a health-conscious image.
• The introduction of new flavours based on high-quality ingredients.
• The availability of substitute food and beverages from well-known brands.
• Market regulations imposed on food and beverages have been tightened.
PESTLE analysis:
There are various external factors that directly or indirectly have an impact on the business
environment and its performance in the market(Hanák and Grežo, 2020) . These market factors
are mentioned below-
• Political factors- It's these factors that determine Delight Cafe products and services, such as
market abuse of power, court rulings and legislations enacted by the government to govern the
production and sale of food and beverages so that purchasers' safety is prioritised. These
elements will have a repercussions on Delight Cafe's overall sales and profit.
• Economic Factors- Components such as with the underemployment inflation and low will have
an impact on the success and productivity of Delight Cafe because if more people are
unemployed, their purchasing power will be reduced, causing consumers' purchase styles to
change and they may not prefer oily or unhealthy food.
• Legal Factors- The government enacts various laws to regulate the food and beverage industry,
which must be followed by Delight Cafe in order for the business to run smoothly. Before
releasing the product to the public, it must adhere to all safety precautions, including listing all of
its ingredients on the packaging.
• Social Factors- These are the factors that influence how people buy products and what they buy
and spend their money on. They include youth culture, people's lifestyles, their standard of
living, and their social status. People in today culture consume healthy foods and beverages, such
as Delight cafe, which is made from high-quality ingredients.

• Environmental Factor: Delight Cafe faces the problem of disposing of waste generated by the
use of various ingredients, which has an impact on the business's sustainability. As a result, the
company has adopted a recycling process and will use aluminium cans for the drinks (Odey,
2021).
• Technological factor: Delight Cafe conducts product research and development using
technology and the internet, which allows it to better understand consumer needs. Because of the
rise of technology and its use, it is critical that it conducts promotions on the digital medium. It
can help to reduce the cost of promotions while also improving them.
Target Market:
The business uses STP to know its exact target market.
• Segmentation: Segmentation is the process of dividing the entire market into sub-parts based on
similar characteristics of consumers and their preferences. Delight cafe will divide its market
using demographic and psychographic segmentation, where demographic will help to sell the
product based on the age, social class, and occupation of the consumers, and psychographic will
help to place the product based on consumer behaviour patterns.
• Targeting: This is the process of targeting and concentrating a product on a specific
segmentation. Delight Cafe caters to people between the ages of 16 and 40, as well as fitness
enthusiasts, athletes, health-conscious individuals, and fruit lovers in the market.
• Branding: Delight Cafe will be branded as a new café which sells quality food.
Marketing Plan:
The business will use 7P's of Marketing which is also known as Marketing Mix to formulate a
proper Marketing plan.
• Product- Delight Cafe introduces a line of fruit-based food and beverages with less caffeine and
chemicals. The food and beverage contains the juice of real quality ingredients, so it contains a
variety of nutrients, vitamins, and glucose, which acts as an energy and immunity booster for the
consumers.
• Location- Delight Cafe sells its food and beverages through retail stores that it plans to open in
various regions as outlet branches. It also intends to sell its products online while ensuring home
delivery to customers (Thabit and Raewf, 2018).

• Promotion- Delight cafe provides and promotes its fruit food and beverage to young people,
athletes, and health enthusiasts. It will organise a campaign on media channels through
advertisements to attract a large number of customers to the delight cafe.
• Price- The price is defined as the monetary value at which the products will be sold in order to
attract customers. The price of Delight Cafe's products is determined by the use of high-quality
ingredients and the pricing strategy of its competitors. It has priced the product drink between
£1.5 and £2 so that consumers can easily purchase it.
Management Team:
This essentially refers to a company's organisational chart, which defines the responsibilities of
each department. The company will create separate departments for the product's manufacturing,
distribution, sales, finance, and marketing. There will be a Chief Executive Officer who will be
the business's leader and will oversee all of the company's operations. A finance department head
who is in charge of the company's income balance sheets in order to make estimates about the
company's profit and loss. An operational manager will oversee all aspects of the product's
manufacturing and distribution in the market (Watson, McGowan and Cunningham, 2018). A
marketing director who will provide marketing guidance.
Financial Plan:
Budget: Determine cafe startup costs. What is required to open cafe coffee shop's doors? All
business fees, permits, licences, insurance, marketing, rent, equipment, and initial inventory are
included. You should probably include a cash float to keep on hand, because delight cafe still has
to pay those operating expenses if no money comes through the door one month.
Determine cafe operating expenses. These are the costs of running cafe business on a daily and
monthly basis. This includes cafe business and legal fees, as well as cafe rent, payroll, and
product inventory. Regardless of whether or not sales are made, these must be paid.
To forecast cafe financial projections, create Pro forma statements. Pro forma simply means that
the figures are estimated. Depending on how detailed cafe data is, you can have everything in
one excel statement or separate sheets for cafe projected sales, income, cash flow, and balance
sheet statements. Look up some of these statements to familiarise cafeself with the layouts.
Sales (also known as revenue)- Based on cafe market share, estimate how many units you'll sell
and at what price. If you have 150 customers per day who each spend $5, cafe monthly sales will
be $22,500. Don't forget to factor in seasonality and the number of days open per week.

List the equipment and inventory required to run cafe shop. Dissect cafe menu and what it takes
to prepare, make, and present it. Investigate various coffee shop supply lists online and use them
to create cafe own. Consider warranties and service plans for specific pieces of equipment.
To create the atmosphere of cafe shop, describe cafe physical location. What tools are required
for interior and bar design? Where will furniture and lighting be sourced? Consider any electrical
requirements or water treatment that may be required.
Describe cafe workflow and how you intend to carry out cafe daily tasks. Although these things
will be developed over time, think about systems and controls that you can later share
consistently with management and employees

CONCLUSION
According to the above business plan, Delight Cafe has a high potential to become a successful
fruit food and beverage company in the market. It can strengthen its position by becoming a one-
of-a-kind product that meets the needs of the market's consumers. However, the company is also
vulnerable to market risks, so when it launches the product, it must take a risk-mitigation
approach. To be long-term successful, it must learn from the mistakes of its competitors and
maintain ongoing interactions with its customers. Thus, by following a proper business plan,
Delight Cafe can become a market success.

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