Expresso Art: Business Plan for a Coffee Shop and Art Gallery

The Expresso Art business plan outlines a coffee shop concept that integrates an art gallery to attract customers. The plan covers various aspects, including a business overview, management structure, market analysis, marketing strategies, and operational details. It describes the core product of coffee beverages and products, future business aims, and the required seed capital. The management structure details team skills, roles, and responsibilities, along with an analysis of skill gaps. Market research, competitor analysis, and a comprehensive marketing strategy, including the 7Ps, are presented. Operational aspects such as premises, equipment, and legal requirements are also included, providing a detailed roadmap for the business venture.

STUDENT ID NUMBER: 1
Expresso Art -Coffee shop with an
art gallery
Student ID number

STUDENT ID NUMBER: 2
Contents
Section One...............................................................................................................................................4
Section Two..............................................................................................................................................6
Section Three............................................................................................................................................9
Section Four:...........................................................................................................................................10
Section Five............................................................................................................................................14
Section Six..............................................................................................................................................17
Section Seven.........................................................................................................................................18
References..............................................................................................................................................22

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Section One
Business Overview
1.1 Business summary
Coffee business is growing very quickly. Since last twenty years, there has not been only year, in spite
of war as well as collapse, where the sale of coffee has not been increased. It is great idea to open
coffee shop with art gallery. The new innovative business idea is ‘coffee shop with art gallery’. The
business idea is combination of two striking perceptions ‘coffee with art gallery’. This idea is referred
to as Expresso art where different facilities would be rendered to customer. The customers can have
experience of coffee while looking at certain art pieces hanging on the wall. The new designs can blow
their mind. They will feel warm as well as cosy in the homey atmosphere. The customers of coffee
shop will get choice to buy paintings and other things. Three owners to obtain government grant will
operate Expresso art.
1.2 Describe your core product or service:
Espresso art would mainly offer three products like coffee beverages as well as
coffee products. The coffee beverages would be main seller. There will be three
sizes of the coffee beverages. The coffee beverages will contained organic fair
trade coffee beans. In addition, it would serve coffee mode out Robusta, Iberica,
Exelceso beans and Aromica beans. This coffee shop will also provide expensive
coffee (Bolinet coffee) to the customers. Espresso art would also give coffee
products like french press as well as grinders for the people who want best
quality of coffee at home.
1.3 Your current and future business aims:

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A main objective of this business is to offer great experience with coffee at art gallery. It will attract
more customers. Following are the future business aims of Expresso art for the first year of operations
-
 To get popularity as a "coffee shop with art gallery " by restaurant guide
 To keep high gross margin
 To provide friendly atmosphere for the viewers
 To decrease depression
 To have profits from the business functions
 To provide best customer services
 To render relaxed place to have meeting
 To allow them to sit in peace
 To satisfy customers
 To fulfil requirements of the middle to high income individuals
 To provide all types of coffee products
 To give best taste of the coffee
1.4 Please state the amount of seed capital required: (Up to a maximum
of £40,000)
The owners will require £ 46,000 to start business. They have option to get government grant up to £
40,000 in absence of finance. They will repay the loan amount within 10 years. It is a simple way to
obtain finance easily.

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Section Two
Management structure
2.1 Professional team skills:
To operate coffee shop, the team or staff is required to have professional skills. By adopting these
professional skills, the coffee shop owner can attract more customers to have great experience. These
skills are helpful to improve customer relationship and keep customers for long time. Following are
the professional skills for the coffee expert –
 Teamwork
 Salesmanship
 Consistency
 Critical thinking
 Punctuality
 Better communication skills
 Adaptability
 Friendly personality
 Social skills
 Attention to detail
 Speed as well as efficiency
 Self-control
 Provide better solutions
 Create proper pricing policy for the products along with services
2.2 Each team member’s roles and responsibilities:

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Expresso art would assign and describe role and accountabilities for members of
team. It will ensure their obligations for the better performance of business.
Following are the role as well as accountabilities of members of team –
 Attender needs to welcome customers
 Attender will provide information to the customers about the coffee
products and services
 Attender will tell the customers about exhibition
 The attenders will provide answers to the queries of customers
 The attender will tell about the exhibition
 The waiter will accept the orders from customers
 The chef will prepare coffee as per the choice of customers
 It will be required by the waiters that they should ask for the extra
requirements
 The cashier will collect payment effectively
 It is responsibility of the chef to ensure quality of the beverage.
 The baristas should ensure that coffee is prepared as per the customer
specifications
 The management should be accountable for rendering customer services.
 The baristas also responsible for operating cash register
 It is also a duty of baristas to operate credit card machines
 The cleaning department will also be responsible for cleaning of exhibition
place, coffee machines as well as different equipment
 The accounting department will be responsible for credit stock display
2.3. Identify your company’s skill gaps, then chose one role and create
an advert with the skills required and their roles and responsibilities -
It can see that every organisation would like to see great profit as well as

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effectiveness. In addition, every employee wants to feel fulfilled by his or her job
(Spieth, Schneckenberg and Ricart, 2014). However, sometimes it does not happen
because of certain factors. Expresso art will put focus on the skill gap to make
strategic business related decisions as well as greater training. Sometimes the
baristas do not understand the science of coffee making. They do not know about
the utilisation of multiple brewing tools as well as machineries. Sometimes they
can fail in using knowledge related to the coffee to give best recommendation to
the customers. To avoid this skill gaps, the management will provide proper
training to the staff for providing better customer services. The employees will be
able to solve the queries of customers by having proper knowledge related to the
preparation of coffee and utilisation of coffee machineries. In this way, they will
be able to understand the fundamentals of the extraction. Therefore, it is a
procedure with the help of which the coffee flavour compounds along with
aromas, are extracted from ground coffee by water. Further, it is also possible
that the conflict can be raised between owner and exhibitor. This gap can be
ended by making agreement with the exhibitor regarding each and every term as
well as condition.

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Section Three
The market
3.1 Describe your target market and where they are based:
The target marketplace for Expresso art would be specialty coffee drinkers, coffee shop lovers, art
lovers as well as Exelceso beans and Aromica beans buyers. The individuals who spend time at the
coffee shop, cafes to get special drinks, and regular cup of coffee will be targeted audience. Expresso
art will also focus on the people who love art or who love to join exhibition.
3.2 Describe your perceived competitive advantage/USP:
It can see that the people pay more and more attention to the conceptual as well
as theme of the coffee shop. Expresso art will also conduct art classes for the art
lovers (Moreland, 2017). In this way, the art classes and exhibition will be Unique
Selling price of the coffee shop. The customers will have unique experience. They
can enjoy coffee beverages while seeing exhibition. While comparing to other
coffee shops in the market, it can see that Expresso art will also provide verity of
beans to the customers so they can get amazing experience at home. These
things will define how this coffee shop is different from others (Huynh, 2017).

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Section Four:
Marketing
4.1 Explain your market research with references, Using Market research
questions
Before starting up, it is essential to get understanding of the potential market
(Kangasniemi, 2017). The researcher will conduct survey on the 100 people of
different locations of Bristol. The market researcher will ask following research
questions –
1. How often do you visit coffee shop?
Daily [ ]
Monthly [ ]
Per week [ ]
Less than per month [ ]
2. What do you order at coffee shop?
Coffee [ ]
Tea [ ]
Cold drink [ ]
Shake [ ]
3. Which is your preferred coffee shop?
Starbucks [ ]
CCD [ ]
Barista coffee collective [ ]
Small street Espresso [ ]

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4. Do you like to attend art classes?
Yes [ ]
No [ ]
5. What will be the maximum price you will desire to pay for coffee?
£ 2 [ ]
£ 3 [ ]
£ 4 [ ]
£ 5 [ ]
6. Would the coffee shop that conduct exhibition at that place appeal to
you?
Yes [ ]
No [ ]
4.2 Competitor analysis
(Based on your market research, analyse one key competitor and
explain how your business will compete with them) (You may consider a
SWOT here)
By conducting market research, it can say that Expresso art will compete with Starbucks. The unique
selling price of Starbucks is ‘premium coffee’ (Greenhalgh, 2017). On the other hand, the unique
selling price of Expresso art will be ‘Coffee with experience of exhibition’. It will be greatest strength
of this new business. Additionally, the price of coffee is approximately £ 3.25 in Starbucks. In
comparison of this, Expresso art will offer coffee at comparatively low price. Starbucks has very little
seating area in part of town with heavy foot traffic. Expresso art will provide unique experience.
Additionally, the customer will be able to buy expensive coffee beans from the Expresso art. In this
way, it will attract customers in high numbers in comparison of Starbucks (Mckeever, 2016).

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4.3 Marketing strategy
(In support of your business social media campaign, describe your
marketing and branding strategy, with reference to researched
materials. Identify the most appropriate strategies, and why) (You may
consider a 4 or 7ps etc. )
For having a successful product, Expresso art will have well-planned marketing
strategy (Filimonau, Krivcova and Pettit, 2019). The 7Ps will be established to provide
marketer the checklist of point to consider while making marketing strategy.
Following are the seven elements –
1. Product – Expresso art will provide Latte, Espresso, Cappuccino, and
Mocha. Additionally, it will offer coffee mode out Robusta, Iberica, Exelceso
beans, Aromica beans, Bolinut coffee, as well as coffee products such as
grinders and french press (Petkovic, 2018).
2. Price – it will follow simple price strategy ‘High quality coffee at reasonable
price’. A single coffee costs from £ 2 to £ 3.50.
3. Process – it will have retail store licensing operations.
4. Promotion – it will start reward program to allow the customers to get free
drinks. It will focus on quality over price. It will also create stored value card
for the customers to utilise as well as reload.
5. Positioning – it will enrich upscale coffee experience with experience of
exhibition.
6. Place – It will create welcoming as well as intimate environment. In
addition, it will also open branches in different cities of UK (Gibler, et. al,
2009).

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7. People – there will be 3 owners and 15 members in staff.