Swiss Desserts Café: Comprehensive Business Plan for Zurich Startup

This document presents a comprehensive business plan for Swiss Desserts, a startup café in Zurich specializing in cupcakes, ice cream, and coffee. The plan details the company's marketing concept, focusing on word-of-mouth promotion and local outreach due to budget constraints. The sales strategy emphasizes excellent customer service and a welcoming atmosphere, including a kid's corner. Location criteria prioritize a busy area near Zurich airport. Personnel requirements involve a lean team with the founder overseeing finance and operations, while two employees manage service, baking, and marketing. Legal aspects of establishing the business are outlined, along with a risk analysis identifying strategic, compliance, operational, financial, and reputational risks. The financial analysis includes a budget funded by owner investment and loans, a sales forecast projecting increasing revenue, a cash flow statement indicating growing cash balance, and a balance sheet matching assets and liabilities. The document suggests the owner should inject more capital to boost operations and growth.

Running head: DESSERT CAFE
Dessert Café:
Business Plan
Name of the student:
Name of the university:
Author note

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Executive summary
Swiss Desserts is a small company that will be opened in the hospitality industry of Zurich. A
detailed business plan is structured to focus on the development of product and services and the
marketing analysis.

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Table of Contents
Company Products...........................................................................................................................3
Marketing Concept..........................................................................................................................3
Sales strategy...................................................................................................................................3
Location criteria and Infrastructure requirements...........................................................................3
Personnel requirements....................................................................................................................4
Legal form of business.....................................................................................................................4
Risk analysis....................................................................................................................................4
Financial analysis:...........................................................................................................................5
Bibliography....................................................................................................................................7

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Company Products
Swiss Desserts will be established in the busy hospitality industry near the Zurich airport.
The company will specialize in selling cupcakes, ice creams and different varieties of coffee. The
establishment of the company in a busy area will be able to gather more customers.
Marketing Concept
The marketing strategy of Swiss Desserts will be based on word- of- mouth and
distribution of flyers and leaflets. As it is a start- up company, therefore they will not have
adequate budget to invest on outdoor or media advertising. There will be a token gift for those
customers, who will visit the shop on inaugural day.
Sales strategy
The company will not only focus on the sale of products but also their services. They
want to create their name in the market with their splendid desserts and aromatic drinks. The
service team will be most welcoming and friendly. There will be a kid’s corner where they can
taste and pick their own choice of toppings.
Location criteria and Infrastructure requirements
The location of the café in a busy airport area will be an added benefit for Swiss Deserts.
They will not spend much on the decoration of the café initially. However, the immediate
requirements will be seating arrangements and the equipments to bake, cook, garnish, prepare
and serve the food and beverage items.

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Personnel requirements
The personnel plan will be at the grass root level where the founder will be one among
the three employees. The other two employees will be assigned to serve, bake and maintain the
café. The founder will take care of order placements and the finance. The other two employees
will handle the promotional and marketing responsibilities. Swiss Desserts is aimed at starting
from zero and become the top- selling café in Zurich within 3 months.
Legal form of business
The company will follow certain legal requirements before starting up their business.
These requirements will include legal permission of using the name that they have selected;
register with a fictitious name of the business; incorporating the business; get a federal tax
identification number; gain knowledge about employee laws; get the required business permits
and licenses; apply for trademark protection; opening of bank account for establishing business
credits.
Risk analysis
The company can face five major kinds of risk such as strategic risk, compliance risk,
operational risk, financial risk and reputational risk. The risk can come in any form and at any
time, therefore it is important to form a contingency plan immediately. Swiss Desserts will
prioritize the risks based on their occurrence and the impact. It will be helpful in taking
necessary steps for prevention of the risks and reducing the effect on the company.

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Financial analysis:
Budget:
The café Swiss Desserts would have three products namely cupcakes, ice cream and
coffee. The sources of fund for the budget would come from cash investment by the owner and
loan taken from bank which of amounts $ 125000 and $1000. It has also been assumed that the
café would be started in form of sole proprietorship. The start-up expenses would comprise of
legal, office supplies, inventory, consulting, food chart, insurance, rent and fixed assets. After
taking into account all the expenses, the surplus comes to $ 2100 which just 2 percent of the
entire sources of funds. This analysis shows that Swiss Desserts is a new café and need to
establish itself in the competitive market of Zurich. The owner of the business should inject more
capital into the business to boost its operations and bring about its growth. It has also been
assumed that the business in its initial stage has acquired furniture, vehicles and office premises
of $ 1000, 2000 and $ 100000 which would account for its fixed costs. It has been assumed that
the company would not acquire any fixed asset which result its increase in the budget surplus.
Sales Forecast:
It has been assumed that the firm would see an initial sale of $ 12200, 150000 and 20000
for cupcakes, ice creams and coffees respectively. The firm would see gradual increase in its
sales as forecast in the sales forecast. It would also be assumed that 60 percent of sales take place
in cash and the rest 80 percent takes place through online cash transfer which goes straight to the
bank. As far as cash outflow is concerned, it has been assumed that 10 percent of the inventory is
acquired on cash basis. It would be assumed that the cost of food preparation would increase as

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the business ages and its customer base increases. The projected cash flow statement clearly
shows that café is expected to increase its cash balance as it increases its efficiency.
Balance sheet:
The balance matches the total liabilities to total assets. It must be noted that current
liabilities include sundry creditors and loans. It has also been assumed that the business has not
acquired any fixed asset in year 2 and year 3.

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Bibliography
Beltrán Fuentes, B., 2017. Marketing plan: Chambers Café.
Chang, W.L. and Chen, S.T., 2015. The impact of World Café on entrepreneurial strategic
planning capability. Journal of Business Research, 68(6), pp.1283-1290.
Fund, H.I., 2018. business plan.
Reinhard, K., 2015. Differentiation as the key to success. A marketing plan for Starbucks.