BM6100-40: Project on Successful Coffee Shop Business in London

This project report, submitted by Ancuta Daniela Gogoase to the UK College of Business and Computing, presents a comprehensive business plan for a new coffee shop, 'Ferry Coffee Shop,' in Holborn, London. The report explores the rationale for the venture, emphasizing the growing demand for organic and vegan alternatives in the UK coffee market. It details the aims and objectives, including analyzing market opportunities, identifying success factors, and evaluating the benefits of vegan options. The literature review examines relevant articles and books on green building materials, coffee shop management, and vegan milk alternatives. The methodology section outlines the research methods employed, such as interviews and surveys. The project proposes vegan alternatives to cater to changing consumer preferences. The report also covers the coffee shop's location, target customers, and marketing strategies, including promotional techniques. The project concludes with a timeline of research activities and overall conclusions on the viability and success of the proposed coffee shop.

Business and Management
Project
BM6100-40
How to make a coffee shop a successful
business in London
-Vegan alternatives -
2018
ANCUTA DANIELA GOGOASE
14437
UK COLLEGE OF BUSINESS AND COMPUTING
PROJECT NUMBER BM6100-40

Contents
Introduction…………………………………………………………2
Literature Review…………………………………………………..3
Methodology………………………………………………………..5
Timeline of research activities……………………………………..7
Conclusion…………………………………………………………..9
Appendix……………………………………………………………10
References…………………………………………………………..13
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Introduction
London is a city that provides opportunities for those peoples who wishes to make a change
in their lives, people who want to start a new business in London such as, business related
with food and beverage business or peoples who want to upgrade and modify their existing
business and also the person who wants to improve the already established business, in order
to have the guaranteed success it is essential to consider the actual issues that are occurring in
the Planet and there is a need to transform these issues into business opportunities that will
help the entrepreneur to improve the performance and to achieve business objectives. London
is a luxurious city which is situated in Europe. London is very famous for coffee shops that
provides a wide variety of beverages to target group of peoples of London.
An entrepreneur is a person who conceives an idea of starting a new business. Entrepreneur
takes all the risk related with a new venture and all the rewards also belong to that person.
Entrepreneur has various skills such as, risk taking capacity, leadership skills, innovation etc.
Start up refers to establishing a new business. Start up can be a type of company. A new
business can be started by an individual owner who is known as Entrepreneur. Starting a new
business requires huge amount of funds, risk taking capacity of entrepreneur, a new business
idea, conducting an extensive research etc.
The Industry related with Coffee and Cafe shops in U.K. includes the shops that sale
beverages like coffee, cold and hot drinks etc. Performance of the industry is affected by
social, technological and economic factors, purchasing power of consumers etc. The demand
of coffee has been increased in recent years. In five years including 2018-19, the revenue of
the industry has grown with 6.3% compound rate. Coffee accounts for £6.5 billion that is
51% of the revenue of industry. The market of coffee shops in U.K. will have 10,000 new
outlets till year 2013. In year 2018, Coffee shops has shown growth of 8.7%.
'Ferry Coffee Shop' is a new start up that is going to start from next year. The coffee shop
will be located in Holborn, London, U.K. The coffee shop will be started by sole proprietor.
The coffee shop will require approximately 40 square feet area. So that, customers can freely
sit. Free Wi-Fi facility will be provided to the customers. The space must be proper such that.
Atleast 50 persons can sit.
The coffee shop will be located near the traffic area. The aim of starting coffee shop is to
provide high quality of beverages at a reasonable price to the residents. It will help to
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improve he experiences of potential customers. There are many other well established coffee
shops in London such as Prufrock Coffee, Coffee Island etc. that will give a tough
competition to the new start up. Ferry coffee shop will be established with an aim to provide
a peaceful place to targeted customers. To provide a better place for conducting family
meetings, kitty party, place to have a meeting with friends etc. A place at which professionals
can easily relieve their stress by spending quality time at coffee shop. Ferry coffee shop will
provide all the services such as availability of books and magazines, different games for
entertainment, to target consumers at one place. Consumers of beverages are becoming more
and more health conscious. And there is a high demand of organic beverages in the country
coffee shop will offer all types of green beverages that are made by using natural and organic
ingredients. The owner of the shop will use various types of promotional techniques such as
offering gifts to consumers who will visit the shop for the first time, discounts will be
provided to all the customers at the time of festivals etc. so that, it will attract large number
of customers. It will offer coffee cups with other things like cakes for complementing the
beverage.
The following Research Project Proposal is based on the main theme of starting a new
coffee shop that is 'Ferry coffee shop' in London and the Report will also describe the new
improvements that can be made in order to start a new coffee shop in London and the efforts
that should be made by the entrepreneur to make sure that the business will achieve success
and high growth in the future. So that, the new shop will effectively compete with other
breakfast shops as well as coffee shops in London. The new start up will be presented as
vegan alternatives to provide the beverages according to the change in customers choices,
taste and preferences. Coffee shop will sale beverages made up with herbal raw material.
The following project report will be structured in step by step manner. The first part of the
project report will describe the rationale behind the main theme, further the report will
present the aims and objectives that are to be achieved as a result of the research.
Further, the report will present the literature review of books that are related with
establishing a new coffee shop and also to know the way in which an entrepreneur can make
a coffee shop a successful business in London through launching Vegan alternatives. The
above things will be analysed in detail to support the later stages of the research.
The report will also describe the methodology means, the process used in the project report
for collecting the data and information. So that, right decisions can be made regarding
starting a new coffee shop. Research methodology includes different methods of collecting
the information such as conducting interview from target segment of customers, conducting
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extensive survey to determine the demand of potential customers, it also includes books,
journals, publications etc.
At the end, research project will provide the timeline of conducting various research
activities, and the report will also include the main conclusions regarding how the proposal
of new start up will move further till that point.
Rationale
The main rationale behind preparing a research proposal on how to make a coffee shop a
successful business in London, Vegan alternatives. It is a fact that, in U.K. Every year more
than two billion coffee cups have been sold. More than 85% of peoples visit on shops for
consuming coffee once a week. As the population of the country is increasing, more and
more peoples are becoming health conscious and the demands of customers in respect of
organic beverages is also increasing. Peoples are worrying more and more regarding their
life style, they are conscious in respect of the impact of packaging of items on the
environment. It is an opportunity for the business man to start up a new coffee shop.
Because, day by day more and more peoples of U.K. are consuming coffee made of natural
ingredients.
Peoples of London prefers to drink coffee every day in the morning. There are many
opportunities for new start up in food and beverage industry of U.K. by offering Vega
alternatives to potential consumers. And there is an opportunity for new coffee shop
establishing Ferry coffee shop through innovation. Through offering innovative Vega
alternatives, coffee shop can easily compete with other coffee shops and bakery shops in
London. This will help the business to gain competitive advantage over other competitors.
The coffee shop will launch a unique product which is available at high quality to consumers
at reasonable price. It will help ion differentiating the brand value of the shop from other
competitors brand.
Aims and Objectives
 To determine what are the opportunities for new coffee shop due to increasing
population of London, to analyse how the changes in lifestyle of the consumers will impact
the new start up.
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 To analyse what efforts should be made by the owner of coffee shop to make it a
successful business.
 To evaluate the various types of benefits that will be provided by Vegan alternatives
to the business.
 To evaluate and analyse how the concern of population regarding their health and the
regarding impact on environment can be used by the business to improve the performance of
the business.
Literature Review
The UK Market for Green Building Materials
In this article, it is presented that how people are becoming more and more aware of the ways
in which they are interfering with the environment, and the ways in which they can reduce its
impact on environment and it has also suggested the ways in which the business can reduce
their energy costs.
According to the Environmental Protection Agency (EPA), buildings in the United kingdom
account for:- 36% of the nation's total energy use.- 12% of its potable water consumption.-
65% of total electricity consumption.- 30% of the carbon dioxide (greenhouse gas)
emissions.- 30% of waste output (136 million tons, annually).In addition, a growing body of
research has established the connection between indoor air quality (IAQ) and the health of
building occupants. It is a fact that, population of the country is becoming more and more
aware of these facts, they are more concerned about the quality of their living. So, it is
obvious that they will be more and more concerned of what they are drinking. By offering
Vegan organic coffee, the new business will result in a real success.
“Green” or “sustainable” building involves the use of building practices and materials in such
a way that the resources can be used as efficiently as possible, while constructing healthier,
more energy-efficient and environmentally friendly buildings. One of the key objective of
green building projects focuses on creating aesthetic harmony between a building and its
environment. The market for green building materials has shown a rapid growth in recent
years. From these results, it can be seen that how population concern can influence and affect
the success of business. The main research has been taken place in the United States and the
same model have been applied in the United Kingdom.
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In the book, HOW TO OPEN A SUCCESSFUL COFFEE HOUSE, the authors Johnson and
James C. present their findings through the observation methods applied to start ups coffee
shops, and what are the main and important factors that need to be considered in order for the
business to be successful. Its has been concluded that raising the right finance, finding a
proper location and spending the funds wisely are the main things that should be considered
by the business. Having the right number of employees and offering the high quality of
products at accessible prices, and considering any behavioural changes in the people,
satisfying their needs and wants will lead a business to success.
In the article, Making a market for alternatives: marketing devices and the qualification of a
vegan milk substitute, the authors Fuentes has described the impact of vegan milk in the
market. Vegan milk has been described here as an attractive alternative for the consumers. It
presents that even people who are not vegan have tried vegan milk and they like it. Once
again, the fact has been highlighted that a vegan coffee shop will attract not only vegan
people as customers, but also those non-vegan who are just curios, and as long as they will
like it they might become regular customers.
According to the author Kott, (2017) Owner of the coffee shop should consider various areas
to make the business successful. The owner should decide the right timing of opening and
closing the shop, coffee shop Vega alternatives should open the shop mostly in evening so
that, young professionals will come at the shop. Business man should consider techniques of
managing the products it will help to improve the quality of Vega alternatives coffee. Owner
of coffee shop should use various styles of offering the product to targeted customers.
Example: Charging different price for take away products as compared to sit in products.
This will help in increasing the sales of Vegan alternative coffee.
Owner of coffee shop should limit the number of flavours of Vega alternative coffee .
Example: three flavours of Vega coffee is enough. Because, if the owner adds more and more
flavours than, it will increase the cost of managing the business. This will help to improve
the sales and performance of Vega alternative coffee shop.
According to the author Harris, (2018) the coffee shop can successfully perform its business
in London by providing various types of benefits by Vegan alternatives like adding almonds,
peanuts crush and peanut butter into their coffee flavour. It will help to improve the protein
diet of the customers and will solve the issues of customer's health concern. According to a
research the academy of nutrition and dietetics recommends a minimum daily protein of
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about 0.8 grams should intake by a person in order to resolve health concern issues. Coffee is
made by milk which is a high source of protein. They will also sale different type of
vegetable sandwich along with their coffee to improve the health of their customers. This
leads to increase customer satisfaction of their coffee shop. The sandwich also includes fresh
cheese and butter as a Vegan alternative. Sour cream and yogurt will also add into their
coffee flavours. The coffee shop will also sale different types of fruit juices to the customers
to create the health awareness among the customers. Various types of milk shakes along with
the coffee flavours are greeted to their customers in order to increase the sale of their coffee
shop in London. Mushrooms can be a great vegan alternative, the coffee shop will supply
fresh mushrooms for their customers in order to attract customer retention through taking one
step forward for their customers health concern. The Mushrooms are high in fibre and low in
calories. They act as a good choice for their customers to fight against obesity and fatty
issues.
The people are aware about to use the environment – friendly products. The Coffee shop will
adopt strong promotion strategy for their coffee products which is based on showing
environment concern in the mind of the customers in order to increased their sales in
London. The coffee shop will avoid the use of plastic packaging of their coffee products in
order to reduce the harm to the environment. The coffee shop will less use the hazardous
substances in their products. The coffee shop will keep the packaging wastage to the
minimum. The coffee shop will focus on distribution methods used by their supply chain.
The coffee shop will use cardboard packaging for the coffee instead of plastic while doing
home delivery for their customers. The coffee shop will insure the packaging of coffee and
product wastage are reduced. The coffee shop will also improve recycle-ability of packaging.
The coffee shop will adopt the sustainability in the packaging design by using materials and
energy from renewable sources. As the coffee products can easily be decomposed they put
less harm to the environment. The coffee shop will also conduct special training program
based on Eco-friendly environment for their Employees. They will also organise the
sustainable campaign for promoting their coffee- shop in the London. This campaign will
increase the awareness among the people about environment safety and sustainability
development this will help to lead coffee shop towards profitability and will surely improve
the brand image in the market.
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Methodology
The following research project will aim to assess the impact of increased number of people
on changing their lifestyle on a business success, and the opportunities that may arise, to
analyse what can make a coffee shop a successful business, to evaluate how vegan
alternatives can boost the business, and to evaluate and analyse how the population concerns
regarding their health and the environment can be used for success of the business.
For achieving the above aims and objectives, the owner of the coffee shop will conduct
primary and secondary research.
Primary research – Owner of the coffee shop Vega alternative will conduct primary research
to collect relevant information to determine the taste and preference of consumers. Primary
research will help the owner to determine the target consumers, type of marketing strategies
that should be used to attract them, collecting the information regarding the factors that can
influence the decision of consumers such as price of beverage etc.
There are different methods of conducting primary research. For example survey can be
made through telephone, through e-mail, personal interview can be taken. The owner of ferry
coffee shop will conduct survey. In the survey method, the owner of the shop will conduct
survey by asking questions from targeted segment of consumers. The questions will be asked
from 25-30 peoples that includes professionals, young peoples etc. The survey will be
conducted with the help of 5-7 demographic questions regarding income, age etc. The
participants will be selected from social media groups who are interested in living a healthy
lifestyle and the customers who are more conscious regarding Vega coffee. All the relevant
data will be collected, analysed and interpreted. To know the demand of Vega alternative
coffee, owner will ask the questions regarding the demand of similar products. Such as,
whether they are consuming competitor's products. Owner of the shop will ask questions to
determine the willingness of consumers to pay for the product such as, at what price the
customer is considering that the product is too expensive etc.
Analyses of the data that is collected by conducting the survey will lead to a better
understanding on how to make a coffee shop a successful business by using healthy vegan,
organic alternatives. The data collected will help the owner in generating innovative ideas.
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And this will help to know the importance of considering any changes in people taste and
preferences for the business.
Secondary research- After conducting primary research, owner of the shop will conduct
secondary research with the help of books and journals, customer reviews on the website of
competitors etc. This will help to determine the trend that is prevailing in consumer
preferences, trend in technology, etc. There are many benefits of using this method to the
owner such as there will be no wastage of funds and less time and efforts will be required.
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Timeline of research activities
Activity Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10
Define the
research
question and the
objectives
Formulate
interview
questions
Contact
interviewees
Set up the
interviews
Test and amend
the interview
questions
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Conduct the
interviews
Type up the
interviews
transcripts
Primary data
analysis
Write findings
Write up
conclusions
Write up
limitations
Write up
recommendatio
n
Write up
executive
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