Aroma Cafe
123 Main Street,
Collegetown, OH 12345
(123) 456-7890
Aroma Cafe Business Plan
14th December 2019
Ramya Meenakshisundaram
Jason Vaughn
Phuong Linh Do
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Table of Contents:
Executive Summary ……………………………………………………………………………………………………..3
Business Description …………………………………………………………………………………………………..3
Market Analysis …………………………………………………………………………………………………………...4
Management and Operations …………………………………………………………………………………….4
Marketing ……………………………………………………………………………………………………………………..5
Funding and Financial Projections ……………………………………………………………………………..5
Logo Design ………………………………………………………………………………………………………………...6
Company Flyer ……………………………………………………………………………………………………………..6
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Executive Summary
Aroma Cafe is a coffee shop located on Main St and 2nd St in Collegetown, OH. The
following report is Aroma Cafe’s business plan and will consist of business description,
the market analysis, estimated plans for management and operations, future marketing
plans to increase business, and the Cafe’s logo and flyer design.
Business Description
Aroma Cafe is located on Main St and 2nd st in the downtown district of Collegetown,
OH. It is a small coffee shop that aims to create a clean and modern space that appeals
to college students and employees of surrounding businesses. The cafe’s goal is to keep
customer satisfaction and quality at a maximum to create a comfortable and enjoyable
atmosphere.
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Market Analysis
According to the national coffee association, the percentage of people that drink coffee
daily has increased 5% in the last year. Of this population, a large number of people
choose to drink coffee from specialty coffee shops as opposed to large scale chains.
Aroma Cafe is located in the downtown college town, with easy access for college
students and surrounding businesses. The space is also located very close to clothing
boutiques and a trendy restaurant, meaning the cafe is projected to get a substantial
amount of foot traffic. The demographics of college students and business employees
are two of the largest coffee drinking demographics. With both groups located very close
to the shop, it should be fairly easy to create a loyal and steady customer base.
Management and Operations
Aroma Cafe is decorated with modern furniture including an auto-4 coffee machine to
provide customers with cups of high-quality and great-tasting coffee, targeted towards
the professionalism that students and business employees are used to. Weekly
purchases of coffee will be made for 35-40 lbs of high-quality coffee. 20,000 cups will be
purchased upon opening and continued to be purchased on an as needed basis. The
store operating hours are 7:00 AM to 11:00 PM Monday through Friday. There are
currently 10 employees, consisting of 2 managers and 8 servers. Managers are paid a
salary of $600 per week, and servers are paid a salary of $9 an hour. A decision to
purchase insurance was made upon the first week of opening the store. Our managers
are responsible for supervising daily operation as well as assisting employees. Our
servers are required to serve customers, maintain the clean space in the coffee shop.
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Marketing
The first week of service Aroma cafe will provide $.50 off medium cups of coffee
coupons. This resulted in $1,400 in costs towards marketing. The purpose of the coupons
was to raise awareness and increase foot traffic to the cafe. This plan will not be
continued on a weekly basis, and coupons will be used only for promotional efforts is
business becomes slow. By the second week, $560 will be invested in advertising to
promote the Cafe in two radio spots a day. The cafe will monitor how effective these
spots are in increasing awareness, and will continue to increase radio spots depending
on its effectiveness. An opinion box will also be left just by the exit of the cafe to
effectively rate customer satisfaction.
Funding and Financial Projections
Aroma Cafe received a $25,000 loan from Jane Valdez on 10% interest. Startup costs
included a $2,000 down payment on the space, with a rent expense of $2,000 a month.
$4,000 was spent on modern furniture, and $6,000 was spent on the coffee machine.
Utility costs totaled up to $500 so estimated startup costs were $12,500. The cafe
estimates $4,800 in sales with each cup of coffee going for $3.90. We expect sales to
increase quickly throughout with efforts in marketing in the first three months. Doubling
sales in the first three months would result in sales revenue of $9600. We expect sales/
gross income to be around $19000 for the first three months. Monthly expenses are
estimated to be around $5,400 including salaries expense, supply expense, and utilities/
rent expense. This makes the estimated net income of to be $3,700.
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Logo Design
Advertising Development (Flyer)
