Contents

1. Introduction ..................................................................................................................................... 1
1.1. Objectives and Goals ............................................................................................................... 1
1.2. Scope and Limitations ............................................................................................................. 1
2. Situation Analysis .............................................................................................................................. 2
2.1. Market research and analysis ....................................................................................................... 2
2.2. Marketing mix ............................................................................................................................ 3
2.3. Competitor analysis................................................................................................................... 11
2.4. Strengths, Weaknesses, Opportunities, and Threats (SWOT) ..................................................... 11
3. Strategies and Action Plan ................................................................................................................ 13
3.1 Overall strategy ......................................................................................................................... 13
3.2 Specific action items................................................................................................................... 13
3.2.1 Task ................................................................................................................................. 13
3.2.2 Owner .............................................................................................................................. 14
3.2.3 Deadline ........................................................................................................................... 14
3.3 Implementation Timeline ............................................................................................................ 14
4. Risk Management ........................................................................................................................... 16
4.1. Potential risks and impact .......................................................................................................... 16
5. Mitigation strategies........................................................................................................................ 17
5.1. Loyalty Program Challenges: ................................................................................................. 17
5.2. Seasonal Campaign Overreliance:......................................................................................... 17
5.3. Referral and Affiliate Program Mismanagement: .................................................................... 18
6. Monitoring and Evaluation ............................................................................................................... 18
6.1. Brand Development: .............................................................................................................. 18
6.2. Partnerships and Ecosystem Integration: ............................................................................... 18
6.3. Unique Selling Proposition: .................................................................................................... 18
6.4. Risk Mitigation: ...................................................................................................................... 19
6.2. Reporting and review process ................................................................................................ 19
7. Conclusion...................................................................................................................................... 20
Annex: Promotional Budget .............................................................................................................. 21

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1. Introduction
TAF Café is a premium refreshment and dining destination that will redefine the
downtown coffee experience. Combining exceptional cuisine, elevated ambiance, and
exceptional service, TAF Coffee will cater to the discerning palates and refined tastes of
the local community and visitors alike. Our mission is to create a sanctuary of coffee,
healthy food excellence, and hospitality that will become the new gathering place for
those who appreciate the finer things in life.

TAF Coffee will offer a distinctive menu featuring innovative and timeless coffee and
healthy food catering to a wide range of tastes and dietary preferences. In today's
dynamic business landscape, the success of any enterprise hinges on its ability to adapt,
innovate, and capitalize on emerging opportunities. This paper presents a comprehensive
business proposal for establishing a new venture, Taf Coffee, in the heart of Addis Ababa.

1.1. Objectives and Goals

● Increase brand awareness and visibility

● Develop a distinctive concept menu and atmosphere that sets the high-
quality venue apart from competitors and appeals to the target customer
base.
● Foster a culture of hospitality and responsiveness, ensuring each guest feels
welcomed, valued, and well-cared for during their stay.
● Provide attentive, personalized, responsive service to ensure customer
satisfaction and loyalty.

1.2. Scope and Limitations

Scope:
● Bole is a rapidly developing area of Addis Ababa, home to many new Residential
and commercial developments.
● The district is a hub for the city's expanding middle and upper classes.
● Bole is home to Addis Ababa's international airport, making it a convenient
location for both locals and visitors. Travelers can be a good source of
customers.
● The area has a relatively high concentration of offices, embassies, and
international organizations, providing a steady stream of potential customers
during the week.
Limitations:
● Competition is already high in the Bole area, with many existing Coffees or
coffee shops. The new TAF Coffee will need to offer something unique to stand
out.
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 ● Sourcing high-quality, consistent ingredients may be challenging, as the Coffee
shop will compete with other establishments for the best suppliers.
● Staffing could be an issue, as the Coffee shop will need to train employees to
provide good service and prepare food/drinks to its standards.

2. Situation Analysis
2.1. Market research and analysis
2.1.1 External analysis

Competitive Landscape
There are existing coffee shops including, MamoKacha, Wild, Konditorei, Infini, Koba, Natani,
and Crave Coffee in Addis Ababa. Additionally, the city has a popular Coffee called Kaldis
Coffee as well as international brands such as Illy. This suggests there is already some
competition in the local coffee shop market that TAF would need to differentiate itself
against.

Target Market
● TAF targets the rising middle to high-class and affluent consumers in the Bole
area who are seeking high-quality, specialty coffee experiences.
● Potential customers may include young professionals, entrepreneurs, and
expatriates living or working in the Bole district.

Opportunities
● The Bole area is an upscale commercial district, which aligns well with TAF's
premium brand positioning.
● Specialty coffee is an emerging trend in Addis Ababa, providing an opportunity
for TAF to establish itself as a market leader.

Risks and Challenges

While the search results do not directly address risks, expanding into a new
international market would likely present cultural, logistical, and competitive
challenges that TAF Coffee would need to carefully assess and mitigate. Building
brand awareness and customer loyalty in a new market could also be a
significant obstacle.

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 2.1.2 Internal Analysis

Unique Value Proposition for the TAF Coffee

● Locally Sourced Ingredients: "Sip sustainably— Sourcing premium, ethically

grown beans from local farmers, ensuring fresh and flavorful coffee.
● Artisan Roasts: "Experience a flavor journey with our small-batch roasted
coffees, crafted to perfection to highlight unique tasting notes."
● Customizable Brews: "Your coffee, your way—personalize your drink with a
wide range of milk, syrups, and add-ons to suit your unique taste."
● Healthy Café Options: "Fuel your day—discover our selection of nutritious and
delicious snacks, smoothies, and alternative meal options to complement your
coffee."
● Barista Experience: "Immerse yourself in coffee culture—join our barista-led
workshops to learn the art of brewing and tasting like a pro."
● Customer Care: “Become a family—ask your server to prepare your coffee or
drink to your desired style."
● Loyalty Rewards Program: "Join our coffee community—earn points with every
purchase for exclusive discounts, free drinks, and special member-only events."

Experiences and Impressions:

● The TAF Coffee's ambiance and design will transport customers to the heart of
Ethiopia's vibrant coffee origin, with visually striking decor, artwork, and design
elements that reflect the country's rich cultural heritage
● TAF sources the highest quality green coffee beans and applies meticulous
roasting and brewing techniques to deliver an exceptional cup of coffee.

2.2. Marketing mix

I. Product

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Category Sub-Category Unique Products

Viennoiserie 1. Croissant (France) 1. Kouign-amann (France)

2. Danish pastry (Wienerbrød – 2. Pain aux raisins (France)
Denmark) 3. Rogal świętomarciński (Poland)
3. Pain au chocolat 4. Franzbrötchen (Humburg &
4. Brioche (France) Germany)

Pastries - Tarts - 1. Millefeuille (Napoleon Pastry)

2. Appeltaart (Netherlands)
Puddings 3. Tarte Tatin (France)
4. Tarte Normande (France)
5. Pastafrola (Argentina)
6. Treacle Tart (England)
7. Pastiera (Italy)
8. Waffles
9. Banana Muesli Cake

Breads 1. Ciabatta Olive 1. Teff Loaf Bread

2. Challah Bread 2. Teff Toast Bread
3. Muesli Bread 3. Wheat Mulmul
4. Sourdough bread
5. Flax Bread
6. Wheat bread
7. Mixed wholegrain flax
bread
8. Wheat Baguette Bread
9. Oats Baguette Bread
Grissini

Breakfast 1. Croissant with Omelet 1. Omelet and Avocado in Flax

2. Croissant with Avocado Bread
3. Croissant with Avocado, 2. Combo Breakfast (Kinche,
Bacon & Cheese Omelet, Avocado, Salad)
4. Omelet and Avocado in
Flax Bread
5. Combo Breakfast (Kinche,
Omelet, Avocado, Salad)
6. Aja Kinche
7. Tibs Firfir
8. Yetsom Firfir

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Healthy Wraps - 1. Healthy Tuna Sandwich 1. Healthy Ethiopian Injera Wrap
Sandwiches - Foods 2. Healthy Cold Sandwich
3. Great Club Sandwich
4. Healthy Chicken or Fish
Wrap
5. Healthy Vegetables Wrap
6. Mini-Steak
Sandwich
7. Tasty Chicken Sandwich
8. Cheese Burger
9. Beef Burger

Coffee 1. Ristretto 1. Muyi Ginger Coffee

2. Espresso 2. Affogato Coffee
3. Black Coffee
4. Filter (American) Coffee
5. Macchiato
6. Cappuccino
7. Mocha Macchiato

Smoothies & Fresh Juice Seasonal Fresh Juice 1. Taf Energy Smoothie
2. Super Energy Smoothie
3. Healthy Flax Smoothie
4. Healthy Strawberry Smoothie
5. Fasting Strawberry Smoothie
6. Y-u-m-m-y Sésame Smoothie
7. Sweet Raisin Smoothie

II. Price

Target Market and Pricing Strategy

● The Bole area is home to growing middle-class and affluent residents who are
willing to pay premium prices for specialty coffee and Coffee experiences.
● TAF's brand reputation for high-quality and innovative offerings allows it to
command prices at the higher end of the market and should be competitive
with other specialty coffee shops in the area, while still reflecting TAF's
premium positioning

Competitor Pricing highlights

● Mamo Kacha Coffee: an existing coffee shop in Bole, likely offers prices in the
mid-range for the local market.
● Wild Coffee: almost adjacent to the Taf Coffee building with a unique coffee
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 taste and aroma with a bit of medium to high price range.
● Infiniti Coffee: another popular Coffee in Addis Ababa, may provide a
benchmark for specialty coffee pricing that TAF can use to set its prices.

Pricing Tiers and Menu

● TAF should offer a range of pricing tiers, from single-origin pour-overs and
specialty drinks at the high end, to more accessible brewed coffee and tea
options
● Food items like Viennoiserie, /pastries, sandwiches, and light meals should be
priced to complement the coffee offerings and provide additional revenue
streams.
● Pricing should be displayed on menus in-store and online to set expectations
and avoid surprises.

Operational Considerations
● Carefully tracking costs of goods sold, labor, and overhead to ensure pricing
maintains profitability.
● Adjusting prices as needed to account for fluctuations in coffee bean prices,
local inflation, and other economic factors
● Offering mobile payment options and a seamless customer experience to justify
premium pricing

III. Place

● The Bole area is an upscale commercial and residential district in Addis Ababa,
home to many embassies, businesses, and affluent residents.
● The surrounding area has a high concentration of offices, banks, and other
businesses that could provide a captive customer base for Coffee during
weekdays.

Competition
● There is an existing coffee shop called Mamokacha Coffee in the Bole area that
has received mixed reviews.
● Wild Coffee is an upcoming coffee shop in the area that provides different local
coffee beans to customers.
● Kaldi's Coffee is another popular Coffee in Addis Ababa that TAF would need to
differentiate itself from.
● Illy Café is an international franchised business that Taf Coffee would consider
as a model.

Accessibility and Visibility

● Being located adjacent to provides excellent foot traffic and visibility for the
Coffee.
● The area has good accessibility by both car and public transportation, with
ample parking available.
● Prominent signage and an inviting storefront design would be important to
attract passersby and stand out.

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 Opportunities
● The growing middle class and demand for specialty coffee in Addis Ababa
represents a promising market for TAF COFFEE to expand into
● Leveraging TAF COFFEE's expertise in sourcing high-quality Ethiopian coffee
beans could provide a competitive advantage.
● Establishing a Coffee in a popular mall setting provides the opportunity to build
brand awareness and attract new customers.

IV. Promotion

Quarterly Action Plan for Q1

GOAL
● Increase brand awareness and customer engagement
● Drive traffic to the physical retail locations
● Encourage new customer acquisition and repeated business

Key Promotional Initiatives

● Schedule a grand opening event for the newest retail location
● Offer special discounts, free samples, and giveaways to new visitors.
● Run a contest on platforms like Instagram, Tik Tok and Facebook
● Develop limited-time seasonal or holiday-themed product offerings (e.g.,
Affagato Coffee, Latte, Holiday blends)
● Leverage seasonal marketing campaigns across multiple channels (social media,
email, in-store)

Milestone
● Foot traffic and sales at the grand opening event
● Loyalty program sign-ups and redemption rates
● Social media engagement (likes, comments, shares) for the contest
● Revenue and customer acquisition from partner promotions
● Seasonal promotion sales lift and customer feedback

Quarterly Action Plan for Q2

Goals:
● Increase brand awareness by 15%
● Drive a 15% increase in new customer acquisition
● Boost quarterly sales revenue by 9%

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 Key Initiatives:
● Launch a comprehensive digital ad campaign across Google, Facebook, Tik Tok
and Instagram.
● Focus on audience segmentation and personalized ad creative to improve
conversion rates.
● Allocate the promotion budget towards digital advertising.
● Monitor campaign performance closely and optimize ad targeting/messaging
weekly.
● Identify 8 to 10 relevant influencers in the industry with engaged followings.
● Leverage influencer channels to reach new audiences and improve brand
credibility.
● Leverage interactive displays, product sampling, and social media engagement
to create buzz.
● Partner with local influencers and social media creators to amplify event reach.

Milestones
● 15% increase in brand awareness (measured by social media following and
website traffic)
● 15% growth in new customer acquisition
● 9% increase in quarterly sales revenue

Quarterly Action Plan for Q3

Goals:
● Maintain brand awareness at a 25% increase from Q2
● Drive a 20% increase in new customer acquisition
● Achieve a 9% increase in quarterly sales revenue

Key Initiatives:
● Publish videos on our website, YouTube channel, and social media platforms.
● Leverage video ads on platforms like YouTube, Instagram, and Facebook.
● Allocate the promotion budget towards video content production and
distribution.
● Introduce a new customer loyalty program with tiered rewards and exclusive
benefits.
● Promote the loyalty program through Application, social media, and in-store
marketing.

Milestones:
● Maintain a 25% increase in brand awareness from Q2
● 20% growth in new customer acquisition
● 9% increase in quarterly sales revenue

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 Quarterly Action Plan for Q4

Goals:
● Maintain brand awareness at a 25% increase from Q2
● Drive a 25% increase in new customer acquisition
● Achieve a 9% increase in quarterly sales revenue

Key Initiatives:
● Develop a comprehensive holiday marketing campaign across multiple
channels.
● Focus on seasonal promotions, gift guides, and limited-time offers to drive sales.
● Optimize website, email, and social media content for the holiday shopping
season.
● Enhance the in-store shopping experience with engaging displays, product
demos, and personalized service.
● Integrate online and offline channels to provide a seamless omnichannel
customer journey.

Milestones:

● Maintain a 25% increase in brand awareness from Q2

● 25% growth in new customer acquisition
● 9% increase in quarterly sales revenue

V. People
Target Market
● The Bole area is a growing middle-class and affluent population in Addis Ababa,
including many professionals, business executives, and embassy workers.
● This target market has higher disposable income and an appreciation for
premium coffee experiences.

Customer Profile
● Coffee enthusiasts and connoisseurs who value high-quality and ethically
sourced coffee.
● The location and frequent events attract visitors, making it an ideal spot
● Tourists and visitors to Addis Ababa seeking an authentic Ethiopian coffee
experience

Psychographics

● Customers who prioritize sustainability and health

● Consumers who appreciate excellence like Illy Coffee
● Customers seeking a relaxing ambiance for socializing or remote work

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 VI. Process
Concept Development
● Refine TAF's unique value proposition to differentiate the Coffee in the local
market.
● Develop the menu, including coffee offerings, health food items, and tea-
infused specialties.

Pricing Strategy
● Set competitive pricing tiers for coffee, tea, food, and merchandise based on
market research.
● Determine promotional pricing, loyalty programs, and corporate account
opportunities. Ensure pricing maintains profitability while reflecting TAF
COFFEE's premium positioning.

Monitoring and Adaptation

● Continuously monitor customer feedback, sales data, and market trends to
identify opportunities for improvement.
● Adapt the marketing mix and operations to optimize performance and
profitability.
● Explore opportunities for expansion, such as additional TAF Points or Cultivos
Coffee shops in Addis Ababa.

VII. Physical Evidence

Coffee Ambiance and Design
● TAF COFFEE should create an inviting, decent ambiance that reflects its
premium brand identity
● Ensuring the Coffee layout and seating arrangements promote a comfortable,
third-place experience for customers

Equipment and Technology

● Incorporating digital ordering and payment options through a TAF COFFEE
mobile app for added convenience
● Displaying coffee roasting equipment or a cupping lab to highlight TAF COFFEE's
commitment to quality and education

Branding and Signage

● Prominent exterior signage and branding to attract passersby and establish
TAF's presence in the mall
● Consistent branding throughout the Coffee, including menu boards,
merchandise, and other visual elements
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 ● Incorporating educational displays or infographics about TAF's coffee sourcing,
roasting, and sustainability efforts

Customer Experience
● Providing comfortable seating, ample workspace, and a welcoming atmosphere
for customers to stay
● Offering complimentary coffee tastings, brewing demonstrations, or other
interactive experiences
● Ensuring exceptional customer service from knowledgeable baristas who can
guide customers through TAF COFFEE's offerings

2.3. Competitor analysis

There are several competitors in the city increased awareness and innovations in
crafting their Unique Selling Proposition. Some have developed their unique
coffee aroma, some are characterized by their product, and some are known for
their attractive ambiance and comfort. Some of them are:
● Tomoka
● Illy Café
● Wild/ Coffee
● KP Village Café
● BunaTera Coffee Shop
● Emoles Café
● Mamuca Coffee Shop
● La Parisienne
● Green Gold Café
● Darik Coffee
● Shiferaw & Kaleb Café
● Belmont Café
● Cascara & Country Yard Café & Bar

2.4. Strengths, Weaknesses, Opportunities, and Threats (SWOT)

Strengths:
● Strategically best location to attract the surrounding market
● Financially strong company to invest in crafting new coffee brand
● Unique Focus on Ethiopian Coffee Culture and Cuisine Deep understanding, and
expertise
● Ability to create an immersive and authentic experience that celebrates the rich
heritage of Ethiopian tea tradition
● Partnerships with local coffee producers, artisanal food makers, and cultural
organizations to source high-quality, locally sourced ingredients
● Experienced management & support team seasoned professionals with
extensive backgrounds in Coffee and food operations and customer service
● Commitment to sustainability and social responsibility: sourcing of ingredients
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 from ethical, environmentally-conscious, and community-focused suppliers
● Implementing eco-friendly practices in the Coffee's operations including waste
reduction and energy efficiency

Weaknesses:
● Weak or no track record of successfully launching and managing specialty coffee
establishments;
● Premature to implement efficient systems and processes to ensure consistent
product quality and service delivery
● Sourcing high-quality, specialized equipment and supplies for the Coffee's tea
and operations
● Potential challenges in maintaining profitability due to the substantial upfront
costs including the cost of sales, labor cost, and house rent.

Opportunities:
● Growing Demand for Premium Experiences: Increasing affluence and
urbanization in the Bole area led to a rising demand for specialized, high-quality
Coffee experiences.
● Opportunity to position TAF Coffee as a premier destination for discerning
consumers seeking an authentic and immersive cultural experience
● Expansion of the TAF Coffee Concept: potential to replicate the successful TAF
Coffee model in other strategic locations within Addis Ababa, catering to the
growing middle class and affluent populations in emerging commercial hubs

Threats:
● Intense Competition from Established Players: well-known local and
international coffee chains with significant resources and brand recognition
operating in the Bole area
● The potential for these competitors to adapt and offer similar coffee-focused
experiences quickly, is challenging TAF Coffee's uniqueness.
● Economic Volatility and Changing Consumer Preferences: potential fluctuations
in the local economy and consumer spending Patterns.

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3. Strategies and Action Plan
3.1 Overall strategy

Brand Development:
● Establish a strong brand identity that resonates with the target audience and
differentiates the Taf coffee.
● Develop a comprehensive branding strategy, including a memorable logo,
consistent visual identity, and cohesive messaging across all touchpoints.
● Implement a robust digital marketing campaign to enhance the motel's online
presence and visibility
● Leverage social media platforms to engage with guests, build a loyal brand
community, and encourage positive reviews and word-of-mouth referrals.

1. Unique Selling Proposition:

● Quality coffee beans roasted in unique flavor and coffee offerings
● Innovative breakfast viennoiserie fusion cooking and offerings
● Exceptionally healthy wraps with homemade oil and seasonal organic
ingredients
● Excellent service exceeding customer’s expectations
● Comfortable Coffee Shop's layout and seating arrangements, inviting
atmosphere for customers to relax and enjoy their stay

3.2 Specific action items

3.2.1 Task
1. Comprehensive Market Assessment:
● Conduct a deep dive into the local and regional hospitality market, analyzing
rates, and average rates.
● Develop detailed customer personas based on segmentation of target
demographics, customer patterns, and behaviors.
● Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to
identify the coffee's competitive advantages and potential risk factors.

2. Innovative Brand Strategy:

● Engage and collaborate with local artists, and influencers to create a distinctive
and memorable brand identity that resonates with the target audience.
● Develop a comprehensive brand guidelines document that covers visual
elements, tone of color, and brand messaging across all touchpoints.
● Devise a unique brand positioning that sets Taf Coffee apart from its
competitors and communicates its value proposition.

3. Targeted Digital Marketing Strategy:

● Develop a data-driven digital marketing plan that leverages search engine
optimization (SEO), paid search advertising, and social media marketing.
● Create a content marketing strategy that includes a blog, video content, and
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 interactive virtual tours to engage potential customers.
● Establish a robust marketing program with personalized campaigns, loyalty
program incentives, and automated customer nurturing workflows.

3.2.2 Owner

The TAF COFFEE's upcoming management body of the coffee shop and motel will
be responsible for carrying out the promotion of this plan concurrently. Support
shall continue with the 7-GLORY Hotel Consultancy firm and other stakeholders for
a definite period. Concurrently, the managing body shall fully take over the entire
responsibility.

3.2.3 Deadline
The entire plan will be executed within one year Starting from September 2024 out of
which the first phase lasts 1 to 3 months.

3.3 Implementation Timeline

The Pre-Launch Period (1-3 months):

● Finalize products, packaging, and branding

● Build an engaging social media presence to generate initial buzz and interest
● Identify and connect with key influencers, bloggers, and media contacts to
secure pre-launch coverage

Key Activities:

1. Product Development & Refinement

● Finalize coffee blends, roasting profiles, and packaging designs

● Conduct thorough product testing and quality assurance
● Obtain any necessary certifications

2. Brand Building & Social Media

● Develop a strong, cohesive brand identity and messaging

● Create social media accounts (Facebook, TikTok, Instagram, Twitter) and begin
posting regularly
● Run targeted social media ads to build an initial audience and follower base

3. Influencer & Media Outreach

● Research and identify relevant influencers, bloggers, and media contacts in the
coffee/food space
● Reach out to secure product reviews, features, and collaborative opportunities
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 before launch
● Provide influencers and media with sample products and press materials

4. Marketing & Promotional Strategy

● Determine key marketing channels (social media, partnerships, )

● Create compelling marketing assets (product photos & videos)
● Develop promotional offers or incentives to drive pre-launch visits or purchases.
● Plan for launch day promotions and events.

The 4-6 Month Post-Launch Period:

● Solidify brand positioning and expand TAF's customer base
● Optimize marketing and sales channels to drive consistent revenue growth

Key Activities:

1. Brand Positioning & Awareness

● Refine brand messaging and storytelling to resonate with target customers
● Maintain a strong social media presence with engaging, educational content
● Explore partnerships with complementary brands for cross-promotional
opportunities
● Earned media outreach to secure product reviews and features in relevant
publications

2. Marketing & Sales Optimization

● Analyze customer data and behavior to refine targeted digital advertising
campaigns
● Implement email marketing strategies to nurture leads and drive repeat
purchases

Term (7-12 months): After the opening of the coffee :

1. Loyalty Program Expansion:

● Continuously monitor and optimize the customer loyalty program.
● Introduce new tiers, rewards, and personalized benefits to drive deeper
engagement.
● Leverage loyalty program data to inform targeted marketing campaigns and
product development.

2. Content Marketing Amplification:

● Expand the video content library with new educational, entertaining, and
inspirational content.
● Repurpose video content into blog posts, social media updates, and email
newsletters.
● Leverage search engine optimization (SEO) to improve the discoverability of
content.

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4. Risk Management
4.1. Potential risks and impact
4.1.1. Loyalty Program Challenges:

Risks:
● Inability to effectively incentivize and retain customers through the loyalty
program.
● Loyalty program costs exceed the anticipated benefits.
● Customer dissatisfaction with the loyalty program structure or rewards.

Potential Impact:
● Reduced customer retention and repeat business.
● Increased customer churn and loss of market share.
● Higher than expected operating costs without proportional revenue growth.

4.1.2. Content Marketing Oversaturation:

Risks:

● Failure to differentiate content and stand out in a crowded market.

● Inability to consistently produce high-quality, engaging content.
● Lack of measurable impact on customer acquisition and brand awareness.

Potential Impact:

● Wasted marketing budget and resources.

● Missed opportunities to effectively reach and convert target customers.
● Weakened brand positioning and credibility.

4.1.3. Community Engagement Backlash:

Risks:
● Negative customer feedback or public perception of the brand's community
initiatives.
● Logistical challenges in organizing and executing community events.

Potential Impact:

● Damaged brand reputation and customer trust.

● Missed opportunities to foster local loyalty and advocacy.
● Wasted resources on ineffective community engagement efforts.

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 4.1.4. Seasonal Campaign Overreliance:

Risks:

● Overdependence on seasonal promotions to drive sales, leading to revenue

volatility.
● Failure to maintain customer interest and engagement during off-peak seasons.
● Increased operational complexity and costs associated with seasonal product
offerings.

Potential Impact:

● Uneven financial performance and cash flow challenges.

● Decreased customer loyalty and brand perception outside of peak seasons.
● Operational inefficiencies and higher overhead costs.

4.1.5. Referral and Affiliate Program Mismanagement:

Risks
● Inability to attract and retain high-quality affiliates and influencers.
● Challenges in effectively tracking, managing, and compensating referral and
affiliate partners.
● Potential for fraudulent or unethical affiliate behavior that could harm the
brand.

Potential Impact

● Reduced customer acquisition and brand awareness through referral channels.

● Financial losses due to ineffective program management and fraud.
● Reputational damage from association with low-quality or unethical affiliates.\

5. Mitigation strategies
5.1. Loyalty Program Challenges:

● Continuously gather customer feedback to improve the program's structure and

rewards.
● Utilize data analytics to personalize the program and deliver more targeted
benefits.
● Regularly review the program's cost-benefit analysis and adjust accordingly.

5.2. Seasonal Campaign Overreliance:

● Develop a balanced promotional calendar that includes year-round initiatives.

● Invest in core product offerings and brand-building activities to maintain
customer interest.

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 5.3. Referral and Affiliate Program Mismanagement:

● Implement a robust vetting and onboarding process for affiliate partners.

● Provide clear guidelines, tracking tools, and performance-based incentives for
affiliates.
● Continuously monitor affiliate activities and enforce strict policies to prevent
fraudulent behavior.

6. Monitoring and Evaluation

6.1. Brand Development:

KPIs:

● Increase in brand awareness (, social media engagement, brand mentions)

● Growth in customer loyalty and repeat business
● Positive brand sentiment and customer satisfaction scores

Evaluation Methods:

● Conduct regular brand awareness surveys and market research

● Analyze web and social media analytics
● Monitor customer reviews and feedback

6.2. Partnerships and Ecosystem Integration:

KPIs:

● Number of new partnerships established and their impact on customers and

revenue
● Increased visibility and accessibility through partner channels
● Enhanced customer experience and service offerings

Evaluation Methods:

● Track the performance of partner-driven referrals and repeated visits

● Analyze the financial and operational impact of the partnerships

6.3. Unique Selling Proposition:

KPIs:

● Number of visitors and average daily spending

● Guest satisfaction scores and Net Promoter Scores (NPS)
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 Evaluation Methods:

● Regularly benchmark the Coffee Shop's performance against food service

industry standards and competitors.
● Collect and analyze guest feedback through surveys, reviews, and on-site
interactions.
● Monitor key financial metrics and revenue trends.

6.4. Risk Mitigation:

KPIs:

● Ability to respond to and recover from disruptions or economic downturns

● Effectiveness of contingency plans and risk management strategies
● Employee retention and operational efficiency

Evaluation Methods:

● Conduct risk assessments and scenario-based analyses

● Review the implementation and effectiveness of mitigation strategies
● Monitor staffing metrics, operational KPIs, and financial resilience

6.2. Reporting and review process

1. Regular Reporting:

● Establish a standardized reporting format and schedule ( weekly, monthly,

quarterly) to track the implementation progress.
● Include key performance indicators (KPIs), milestones, budget vs. actual, and
any identified challenges or risks.
● Distribute the reports to the Coffee Shop's management team, department
heads, and relevant stakeholders.

2. Performance Review Meetings:

● Conduct periodic performance review meetings ( weekly, monthly, or quarterly)

with the management team and key stakeholders.
● Document the discussions, action items, and decisions made during the review
meetings.

3. Continuous Feedback and Adjustments:

● Establish channels for ongoing feedback and input from employees, partners,
and customers.
● Regularly assess the relevance and effectiveness of the KPIs and adjust them as
needed to align with the Coffee Shop's evolving goals and market conditions.

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 4. Formal Progress Assessments:

● Conduct comprehensive progress assessments at key milestones

5. Reporting to the Board of Directors:

● Prepare and present periodic reports to the Coffee Sop's upper level of
management, summarizing the progress, challenges, and proposed next steps.
● Seek the upper management body's guidance, approval, and support for
significant changes or new initiatives.

7. Conclusion
Taf Coffee aims to revolutionize the coffee industry in Ethiopia by establishing itself as
the premier destination for an unparalleled experience rich in the heritage and vibrant
nature of Ethiopian coffee, by leveraging its unique value proposition, premium
positioning, and comprehensive marketing strategy. Taf Coffee will cater to the evolving
preferences of discerning consumers in Addis Ababa's growing middle-class and affluent
population.

The proposal outlines Taf Coffee's objectives to provide a diverse, high-quality menu
featuring fresh, locally sourced ingredients and healthy techniques in a distinctive
atmosphere that sets it apart from competitors. Fostering a culture of hospitality and
responsiveness will ensure each guest feels welcomed, valued, and well-cared for during
their visit.

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Annex: Promotional Budget
SN Particulars UOM Units Unit Price Amount
Lightbox Signboard
2 >>One sided signboard with permanent Set 1
poles, to be planted at the entrance of the 100,000.00 100,000.00
motels
Directory booklet (Brochure)
3 >>colorful brochure describing motel and Pads 2000
coffee shop services, products, facilities, 70.00 140,000.00
addresses, etc.
T-Shirts & Caps
5 Pcs. 500
>>To be printed and distributed at all 800.00 400,000.00
TAFGas stations, Motels and Coffee Shop
Tik Tok ads
6 spots 12
>> 3 short video productions & 60,000.00 720,000.00
broadcasting
FM Radio program sponsoring
7 spots 12
50,000.00 600,000.00
>> sponsor 4 known programs of FM radios

1,960,000.00

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