Screpy Library Cafe Business Plan: London Market Entry Strategy 2022

This document presents a business plan for Screpy Library Cafe, a new cafe concept in London centered around a library theme. The plan details the business rationale, mission, vision, and objectives, emphasizing a unique blend of quality food services and a curated book collection. It includes an industrial and market analysis, feasibility studies covering organizational, product/service, and financial aspects, and a strategic analysis identifying competitive advantages. The plan aims to capitalize on the growing UK food and cafe industry, offering sustainable coffee blends, vegan menu items, and a distinctive library atmosphere. The report concludes with an overall assessment, schedule, and discussion of critical success and failure factors, highlighting the viability of the proposed business model and its potential to fill a niche in the London cafe market.

Business plan of a new
cafe Screpy Library
Cafe coming 2022
London
EXECUTIVE SUMMARY
The main aim behind conducting study was to establish a successful and highly effective

business plan which stands to succeed in the competitive environment of London, UK by displaying
knowledge in various areas and operations of business planning and administration. The chosen
area of business was the UK food retail industry by focusing on a new café business titled Screpy
Library café which was a café designed around the theme of a library in order to provide quality
eating services along with shelves filled with quality collection of books for customers to enjoy. The
main research methodology which was used in this study in order to gather market data and study
about the prospects of the newly developed business idea was secondary in nature which utilized
market research reports and literature review based upon industry trend analysis. The key findings
of this report involve the UK food scene and café industry being a prime area for future growth as
use of technology and people being interested to eat out again following the pandemic is quite high,
there is major profit opportunity to serve new and sustainable blends of coffee to enhance the
library theme and overall ambience of the café. From the overall evaluation of the business plan, it
was found that the proposed idea was indeed viable as the library theme along with the innovative
idea to bring along new coffee blends, come up with new vegan food menu items along with
providing a high quality selection of books has a chance to succeed in London as no competitor has
this exact selection of amenities for customers to indulge in. Some recommendations for the
business include focusing on being more sustainable by finding areas of community service which
is highly appreciated in London and eventually using the book shelves to promote books from
publishing houses and carve a niche by becoming a hot spot for new books to try for Londoners.
Contents

EXECUTIVE SUMMARY..................................................................................................................2
CHAPTER 1.........................................................................................................................................4
Business rationale.........................................................................................................................4
Scenario chosen............................................................................................................................4
The mission..................................................................................................................................5
The vision.....................................................................................................................................5
The aim.........................................................................................................................................6
The objectives...............................................................................................................................6
CHAPTER 2.........................................................................................................................................7
Introduction..................................................................................................................................7
Description of business concept...................................................................................................7
Product and service description....................................................................................................8
Target market................................................................................................................................9
Positioning strategy......................................................................................................................9
Value added..................................................................................................................................9
Who is involved and organizational structure............................................................................10
Window of opportunity..............................................................................................................10
CHAPTER 3.......................................................................................................................................11
Introduction................................................................................................................................11
Industrial analysis.......................................................................................................................11
CHAPTER 4.......................................................................................................................................13
Introduction................................................................................................................................13
Market research..........................................................................................................................14
Research methods used..............................................................................................................17
Market analysis...........................................................................................................................18
Product or service feasibility......................................................................................................19
Organisational feasibility............................................................................................................20
Financial feasibility....................................................................................................................21
CHAPTER 5.......................................................................................................................................25
Strategic analysis........................................................................................................................25
Identification of sources of competitive advantage and sustainability.......................................26
Selection of strategies for success..............................................................................................28
Development of appropriate business plan................................................................................28
CHAPTER 6.......................................................................................................................................29
Introduction................................................................................................................................29

Overall assessment of the business plan.....................................................................................29
Business plan schedule...............................................................................................................29
Is the business viable?................................................................................................................30
Discussion of critical success and failure factors.......................................................................31
CONCLUSION..................................................................................................................................32
REFERENCES...................................................................................................................................33
CHAPTER 1
Business rationale
One of the major problems with the food industry is that there are no modern cafés with
aesthetic which attracts people other than eating. In order to take advantage of the people of London
being highly educated and voracious readers, the business plan will develop a café based on the
theme of the library called Screpy café. This will solve the problem of the reading spots in UK not

being modernized enough and will capitalize on the food and beverage sector proposals coming out
and promising a decent demand and recovery. The chosen project should be viable on all fronts as
having an extensive menu and unique interior such as shelves filled with books will help attract a
large variety of Londoners, especially the youth which should quickly offset the investment and
building costs (Klante and Thiex, 2020).
Scenario chosen
The chosen business model will be a new cafe located in London which will focus on the
library based theme and the cafe will include various unique features such as library theme décor,
along with shelf filled with books which the customers can read in between their orders and breaks.
The business model will be an effective tool to attract the customers, as there are various customers
which are drawn towards the books and novels, the theme can also catch up the interest of various
people so that they can enjoy different books and novels in the meantime their order is getting
prepared. Since there is a lack of modernised eating locations which are fairly priced in the locality
like London, the proposed business plan will include the establishment of a cafe in London named
Screpy which will be a unique outlet with a library based theme. This scenario has been chosen
because there is a huge market for food in tourist destinations in London and there are little to no
cafes with the theme like library and the utility of reading books. This will also help the customers
to promote their reading efficiency in their free time. The business theme was promoted in a unique
way so as to provide the differentiated view of cafe along with the Library (Che Rusli, 2020).
The mission
Mission statement is referred as the company's business, objectives and its approach towards
achieving those objectives. The mission statement helps in the communication of the organisation's
reason for its well-being as well as the need for success so as to stay effective in the long run.
The mission statement can also be a long term vision statement which can be helpful for a business
or an organisation in various ways, the cafe business that have been promoting in London may have
different visions which include providing a good ambience and environment for the customers from
different segments of market, promoting diversity, creativity and innovation at its best with a new
and modern theme and providing excellent quality of meals to the customers entering into the cafe.
The vision statement is referred as the Future oriented declaration by the business or an organisation
so as to make a clear mind-set about the perspective and purpose of the business. The vision
statement is considered as an important term, which should be followed and opted by every

business o as to make the clear and understandable approach towards the success and betterment of
the organisation. Given below are the core mission of the library cafe. (Peters-Destéract, 2020).
 The Screpy is to accelerate the world's transformation towards the sustainable energy.
 Spreading new ideas is also the main mission of the Library cafe.
 To challenge the predominant infrastructure of cafes and coffee markets to develop the
network of promoting different products and services.
The vision
The Chosen business model will have various values so that it can stay well flourished in the
long run such as, creating better version of cafe business by promoting good foods and drinks at a
favourable price, so as to serve the customers in the best possible way which can also benefit the
business in the long run as it will be more beneficial in order to promote the growth. The objective
is referred as the targets and main aim of the company which they have to achieve in order to
maintain the effective growth. The goals and objectives should be realistic and specific so as to
make the vision statement more clear in order to achieve the organisation goals, the objectives of a
business can be a long term milestone which can be needed to fulfil the vision of the business or an
organisation. The chosen business model will have various objectives such as, maintaining a good
environment and surroundings so that the customers can be comfortable along with the high quality
of foods and beverages which can further make the customers more reliable and attracted towards
the cafe business which can also help the business to increase the sales and it can also maximise its
profit. The objective of the business will also be focused on the product quality and customer
satisfaction (Chi, 2019).
 The Screpy library cafe's vision is to create a better life every day for most of the people by
providing quality services (Hoang, 2018)
 Capturing new opportunities to make things happen
 Being The number one casual dining experience being offered in the heart of London.
The aim
The UK coffee market and various other cafes has increased up to a great extent as after the
pandemic, the coffee market segment has expanded and started to recover with a growth of 14.4%.
There is a rapid growth in the coffee shops, cafes and dessert parlours w9th the value of 9.5%.
 The cafe market is also paying more attention towards the promotion of different products
so that they can stay well reputed and can also grow at an increased level in the Market.

 The Screpy’s library cafe is opting various strategies such as effective pricing policies and
other product differentiation strategies which can help the business to get a win among the
various competitors of the market as the UK cafe market is expanding at a fast phase due to
the changes in tastes and preferences of the customers as well as their shifts in buying
behaviour.
 Various operators of cafe market segments are using hybrid working facilities in UK to
make it more easy for the customers as well as the workers to work and avail the services.
The business model aims at the overall long term achievement of goals of the business, by
following every little steps which can be helpful further, so as to meet the targeted aim such as,
economic stability, people management and resources allocation by promoting the social values too.
The objectives
The business aims and objectives can help the business to grow and learn how to create a
mission statement by using various strategical tools such as Pestle analysis which can help the
business to create their objectives.
 The Screpy’s library cafe is a partnership business which has the aims for having the long
term strategy for its cafe so as to provide the best of its potential to the customers.
 The objectives of the library cafe are to achieve the business goals of profit maximisation
and increased sales by opting various actions and performance indicators to measure the
growth.
The business structure can be defined as the legal structure of an organisation in which the various
activities and functions such as raising capital, obligations of the business and other fund
requirements and different complex aspects takes place. Before making the selection of legal
structure type, the chosen business model should first consider the needs and wants of the customers
along with the proper understanding of business features and its values so as to choose the effective
business structure that can influences the day to day operations in a positive manner. The business
will basically be a sole proprietorship, as it will be small and simple and there will be one single
owner who will be responsible for every activity happening in the business (Keijsers, 2022).
Structure of the business plan
The main structure of this business plan will involve a step by step methodical description of the
way in which the idea of a cafe around a library centered theme will be used to create a highly
successful and efficient business proposal in the heart of London. The process of sign posting when
it comes to the business proposal refers to the use of specific headings and use of particular

messaging to define the business plan. The various stages through which this business plan will be
structured in this report is as follows.
 The business concept which will explore the ways in which the business adds the value
addition to become viable in their target market along with their targeting, segmentation and
positioning strategies
 A detailed literature review in order to conduct proper secondary market research to make
the business plan more viable
 The feasibility study pertaining to the business plan which will measure the effectiveness
and the resource requirement of the business from an operational and financial point of
view.
 The proper analysis of the business idea along with the formulation of a proper business
plan with the use of strategic tools and market statistics
 The overall assessment of the business plan using business plan scheduling and studying
about critical success and failure factors
CHAPTER 2
Introduction
The UK food market industry is a broad sector which is filled with a lot of markets and cafes
along with the proper availability of food chains and other areas which have the capability to attract
the customers. There are a lot of food markets whose main objectives to provide the food supply
and different quality of foods in order to maintain a well reputed position in the market. The UK
food and cafe market has resulted in an increase in number of cafes and bars, around more than
84% The increase in the food market industry has make it a huge composition for the marketers OF
UK so as to enter the market segment effectively and efficiently. The chosen business model of cafe
will be competing locally, along with the direct access to the customer’s who are usually the local
people from nearby and neighborhood (Pérez Ortega, 2020). The Screpy Library cafe will follow
the localized strategy to build the effective relationship with the local community.
Description of business concept
The Main business themes of the Screpy cafe will be based on the library which will be
indicated through development of interior decorations and other attractive design choices which will
elevate the ambience of the cafe, the cafe will include various features such as good lighting theme,

slow music and a good stock of books which will be there in different shelves at an alphabetical
order so that the confusion can be reduced. The cafe will also be having good quality meals having
various special dishes which can be provided by the customers at a discounted rate. The special dish
in the cafe will include the Spaghetti carbonara and Latte coffee, which will be provided in an
excellent quality and taste so as to make the customers more attracted towards the food. The Screpy
library and cafe will provide the best of its services in a favorable price so that the customers can
get the best of its advantages along with the feature of books which can also allow the customers to
read the premium collection of books so that they can increase their reading efficiency. The
Business model will also provide the excellent theme and offer such as, the entry for couples and
The first new comers in the cafe will be provided with special discounts so that they can promote
their business on a good level along with the different schemes and offers (Khakhina and Chataeva,
2021).
Product and service description
The products which Screpy's library cafe ill deal in involves an extensive menu which will
include all opinions related to dinner, breakfast and lunch as well. along with these classical options
the food menu for the cafe will also include brunch and buffet options. The products which will be
part of this business plan for the library cafe are highlighted down below in detail.
 Focus on baked goods such pastry, pancakes, muffins, cupcakes and donuts for people who
love deserts.
 A wide selection of snacks for people who are interested in taking light bites along with the
reading break which will be provided by the cafe in highest possible quality (Faber and
Jenkins, 2019) According to David Presley, 2021, wide selection of beverages ranging from coffee to
alcohol will also be provided by the cafe to its customers from the different segments of
market. The beverage market is quite lucrative and can help the company post better profits
due to the now emphasized post pandemic recovery proposals which provides a good
window of opportunity.
 The cafe will have a large selection of books which will be arranged in the form of shelves
found in a public library and customers will have an option to purchase or rent these books
whenever they visit the cafe and place a food order.

The cafe will also provide numerous services to the people which are highlighted down below.
 Allowing the customers to read their favorite books in the meantime while their order is h
getting prepared.
 The cafe will also grant the youth of London to take a reading break by coming to the cafe,
ordering a beverage and reading their favorite book.
 The Screpy's library cafe will also Include the premium collection of books which can be
provided to the customers so that they can get the advantage of reading books.
 The customers can also suggest and order their favorite books so that they can be added to
the new collection of books in the café (da Costa Peres and et.al 2020)
Target market
The target market of the business will be youth, educated school and college students who can
visit the cafe and can avail various offers and discounts including the availability of books and
novels so that the business can also promote the reading along with entertainment and educational
stuff as well. The target market of the Screpy’s library cafe will be various kind of drip coffee
drinkers, coffee shop lovers, Specialty coffee drinkers and other people who are more interested in
reading and increasing the knowledge. The library cafe will aim various customers from the
segments of market so that it can be more easy and convenient for the cafe business to focus on the
targeted segment. The business is also focused on the promotion of library inside its cafe which can
attract the book lovers. The target market of the business will also include the people who want to
celebrate birthdays and small gathering parties in a well reputed cafe who has good ambiance and
surroundings to celebrate and enjoy at its best. The Screpy's business model will also target the
people who are fond of reading and have core interest in reading various books and novels
according to their interest (Morrison, 2022) The target market of the business will also have those
people who want to celebrate birthdays and small gathering parties in a well reputed cafe who has
good ambience and surroundings to celebrate and enjoy at its best. The Screpy's business model will
also target the people who are fond of reading and have core interest in reading various books and
novels according to their interest.
Positioning strategy
The positioning strategy of the Library cafe should be effective as it will make the business
more differentiated and unique in a good manner. The strong brand value plays an important role in
creating the good image of the business or an organization. The Screpy's library cafe will promote

the good value by providing a good experience to the customers. The strong image for the business
will be the priority for the business to increase the revenue. The strong brand value plays an
important role in creating the good image of the business or an organization. The Screpy's library
cafe will promote the good value by providing a good experience to the customers. The strong
image for the business will be the priority for the business to increase the revenue and also it will be
producing the Eco-friendly goods and services so that the sustainability can be maintained
(Akhavan, Jahadi Naeini and Abooie, 2021)
Value added
Apart from the targeting and positioning techniques which will be utilized to make the business
plan succeed in the UK cafe industry, the business must work on creating a lot of additional value in
order to gain more customers and to make a truly sustainable business model. It has been observed
from the trends in café industry that there has been a consumer shift to more vegan based green
products which the café will include in their menu to aid the value addition process. In order to
ensure that the place is adding constant value to the customer relationship and brand building of the
cafe, it will include a specific section of books dedicated to body building and fitness which will go
along well with a certain section of the menu dedicated to offering protein rich dishes along with
carb free options for fitness freaks. These processes of value addition will make the café attract
people from all walks of life and will have something unique to offer for both students, gym goers
and people looking to have a good time in a scholarly environment.
Who is involved and organizational structure
The chosen business model will provide the lot of additional values such as, eating fresh dishes
along with the availability of books which can also be provided to the customers to read according
to their interest so that they can enjoy the free time in having a productive activity while their order
is being prepared. The design of the cafe will be attractive and effective so that it can increase their
number of customers by providing great ambience and environment. The lighting and decoration of
the cafe will be soothing and good so that it can look more attractive and beautiful (Sharmila and
et.al, 2020). The business of cafe is a partnership business as it is formed together by three friends
who came to form a mutual agreement to establish this new business of library cafe which is further
named as, Screpy's library cafe and they also decided to fix the profit sharing in an equal
distribution.

Window of opportunity
In order to make this business plan more viable, it is very important to locate and exploit the
strategic window of opportunity which refers to the point of time at which the right environmental
opportunity exists in which business stands to gain better profits or increased market standing. The
window of opportunity for Screpy Library café lies in acting right now to establish a unique
infrastructure in the heart of London as the bookish café’s that exist there as of now are not
featuring distinguished coffee ranges, extensive menu along with collection of unique books. By
filling the shelves with unique collection of reading material and working on providing a great
eating environment to read some books in, the opportunity presents itself to Screpy café to take
advantage of their library aesthetic to get ahead of the competition. This window of opportunity of
exploited well will allow the business to get a large section of London centric youth as customers
who are fond of both eating and reading and to do so in a modernized theme built around a library.
The opportunity window of this library cafe is the theme of this business which is quite unique
and effective as thy are serving their customers in a unique way by providing the good quality of
meals along with the facility of reading books so that the customer can get both of the advantages.
There are a lot of cafes in London who are providing a lot of facilities but the Screpy's library cafe
is differentiated as the business is only one in the market who is providing the excellent feature of
having quality meals along with the facility of reading books. From this chapter, the concept of the
business plan has been formulated and materialized in the best possible way, to ensure success in
London's food and beverages market including the exclusive feature of book reading along with the
quality meals, which the cafe will be providing (CAIUS, 2018).
CHAPTER 3
Introduction
According to the various industrial reports which have been published by sources such as world
coffee portal which is in charge of reporting various industry data related to the production and
market of coffee, the beverage has rebounded from the COVID-19 pandemic with great industry
projections and there is great demand for more ranges of sustainable and custom blends of coffee.
The proposed business plan will take advantage of this fact by helping introduce more product
ranges of coffee to provide people with a pleasant reading experience.
Industrial analysis
The Term Industrial analysis is referred as the specific analysis for a particular branch of the