Caf Doux - Page 1

Caf Doux Business Plan

20-0060-0005

(14 Pages)

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TABLE OF CONTENTS

Part IExecutive Summary............4 Part IIDescription of Proposed Business.....4 Part IIIObjectives of the Business........5 3.1 Company Objective 3.2 Keys to Success Part IVProposed Business Strategies............5-6 4.1 Marketing Mix Strategy 4.2 Distribution Strategy 4.3 Price Strategy 4.4 Marketing and Sales Promotion Strategy 4.5 Customer Satisfaction Strategy Part VProduct(s) and/or Service(s) to be provided ..7 5.1 Product Plan 5.2 Product Description: 5.3 Sales Literature Part VIManagement and Ownership of the Business...7-8 6.1 Management Plan: 6.2 Management Summary 6.3 Personal Plan 6.4 Operation Needs Part VIIMarketing Analysis.8 7.1 Target Market Segmentation 7.2 Main Competition in the Market Place

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Part VIIIFinancial Analysis..8-9 8.1 Requested Loan Amount Part IXSupporting Documentation...10-14 9.1 Catalog 9.2 Promotional Ads

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Business Plan Part I-Executive Summary Caf Doux will nonetheless be known as one of the most popular businesses in the city of Dover. Since statistics show that over half the U.S. population drink coffee daily there is no doubt that this business will be financially successful. With over 30 different types of coffee beans, you will always be able to stir your imagination. Since the young age of nine, I have wondered about the mysteries behind coffee. Being able to get my first working experience in the Caf atmosphere, I have grown to appreciate this business and the benefits that it offers. My customers knew my name because they were regular. The reason behind them coming in everyday for their daily cup of coffee was that I made the coffee to fit their personal tastes. That is another reason why Caf Doux will have various types of coffee beans and flavors, to make every cup the way the customer needs it to be. Part II-Description of Proposed Business Caf Doux is a coffee beanery and bakery that will be located on North DuPont Highway at the entrance of Dover Downs. This area is a very popular destination because the events at Dover Downs Hotel, Casino, and Raceway and Delaware State University. Also the tax- free shopping at the Dover Mall attracts many out of state weekenders and tourists. This business will allow college students to have access to coffee, in a distraction free environment, within walking distance of the campus. It is also a prime location for all the employees of the surrounding businesses. Caf Doux will be open 24 hours a day, 7 days a week because of the demands of customers in this area. Customers will have unlimited access to the Caf at any time of the day. Business Boosters: Race Weekend: Nascar fans from all over come to Dover Downs Speedway Dover Downs visitors and guests: Within walking distance DSU Events: Homecoming, Sports, Concerts, Inaugural Activities, Etc. Benefits of Location: At the Entrance of Dover Downs Hotel and Casino Across the highway from Delaware State University Within walking distance of the Dover Mall Close driving distance from other local colleges such as Wesley College, Wilmington University, and Delaware Technical and Community College. Surrounded by the most popular businesses in the city.

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Part III-Objectives of the Business Caf Doux aims to be the cornerstone of the community creating an atmosphere where customers feel comfortable and eventually become regulars. 3.1 Company Objectives We are seeking fair and reasonable profit, enough for the company to maintain stability, to be able to serve the community now and for years to come. Our near goals are to establish a working storefront for Caf Doux, to develop a strong presence in the community for sales goals, and to develop a full menu by the end of the year. 3.2 Keys to Success Quality customer service Provide a comfortable and high energy environment Continue to advertise and promote products to all of our target markets Always make the adjustments to better ourselves and company

We will provide customers with a quiet atmosphere, well lit, secluded tables, vibrant color scheme for brain and eye stimulation, jazz and classical music played, free Wi-Fi internet connection, and electric sockets easily accessible for each table. Part IV-Proposed Business Strategies Our strategy will focus on quality customer service along with quality goods. We are determined to be a part of the community as well as provide products in order to fulfill consumer needs. To achieve these goals, we will provide the following: quiet secluded atmosphere, quality baked goods for everyone to enjoy at a fair price, and products to tend to our customers preferences. 4.1 Marketing Mix Strategy The marketing mix for our business begins with our company name, Caf Doux . In English, the company name translates from French, meaning, Sweet Caf. Caf Doux is written in bolded Edwardian Script ITC font, displaying a mirror image of the companys elegance, sophistication, uniqueness, chicness and timelessness. We think the name and the way its written alone will help catch the attention of anybody passing by and draw them inside our store. The colors within our store also help with our marketing strategy. The stores main color will be purple but the inside dcor will display vibrant color hues for eye stimulation. For example we will have hot pink, fire engine red, bright orange, and other bright colors with a contemporary design to add class to the atmosphere yet adding zest to the overused French inspired design of a caf. The bold vibrant colors represent the boldness, flamboyancy, and funky style of Caf Doux, yet the elegance of the Caf Doux font will keep the traditional caf feel. The purple in the companys title represents our loyalty to our customers. All these colors combined show the variety and uniqueness of Caf Doux, just as our products do. 4.2 Distribution Strategy

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Our products are grown in Africa, Southern Asia, Central and Southern America and some Pacific Islands. The finished products are then shipped all the way to the Port of New Orleans which is at the center of the worlds busiest port complex, Louisianas Lower Mississippi River. From there, our trucks take them all the way to Dover, Delaware. 4.3 Price Strategy: Our pricing strategy at Caf Doux is based on how much it costs to produce the products and how our business competitors price their products. Below is a table comparing the prices of several local businesses that sell similar caf products to our prices.

Competive Cafs 16 oz. Coffee 12 oz Latte Dunkin' Donuts $ 1.65 $ 1.99 McCafe (McDonald's) $ 2.00 $ 1.99 1.09 Starbucks $ 1.95 $ 2.52 Caf Doux $ 1.25 $ 1.60
4.4 Marketing and Sales Promotion Strategy

Large Hot Chocolate $ 1.90 $ 1.50- $2.00 $ 2.70 $ 1.50

Caf Doux has an effort to reach out to the community. We will support other businesses that are all in the same vicinity as our store will be, such Chipotle and T-Mobile. We will also be supporting non-profit organizations such as Meals on Wheels, The Salvation Army, and Red Cross. Creating this support will open the door to long-term business relationships that will be key to our growth and customer base in the future. Caf Doux will advertise posters throughout Delaware State University, Delaware Technical College, local businesses, and the Dover Mall since majority of our target markets attend, shop, and study there (college students and working adults). We will have the same posters and fliers in the Dover Downs Casino and the North Dover Shopping Center one month prior to the stores grand opening. On our opening day, we will have a sale to draw customers in. The sale will be called Two for $2, Two cups of medium coffee for two dollars. This sale will not only attract more customers, but start this business off on a firm foundation. It will allow customers to have more money in their pockets, hopefully to buy our baked goods. 4.5 Customer Satisfaction Strategy: To stay updated on ways to improve our business, we will have a touchscreen monitor that will provide a very brief, two minute survey located at the far secluded side of the counter.

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Part V-Products and Services to be provided 5.1 Product Plan Caf Doux has a menu that offers a wide variety of products at fair prices. Everything we create will be custom made in order to accompany the imaginations of customers. 5.2 Product Description Product Categories: Espresso Cold Drinks Hot Coffee Varieties Bakery Items

We will have different types of coffee beans in different flavors so that every customers needs are met, Our drink menu will provide a large variety of items such as from espresso drinks, coffee, iced coffees, hot and iced teas, frozen smoothies, slushes, milkshakes, accompanied with seasonal flavors. The bakery items will standardly consist of freshly baked cookies, clairs, muffins and assorted pastries. After a year, we plan to add donuts and hot breakfast items to our menu. 5.3 Sales Literature Caf Doux catalog of products along with our promotional ads and store photo can be found in the appendix section at the end of this business plan. Part VI-Management and Ownership of the Business 6.1 Management Plan Recognizing the importance of human capital, Caf Doux has assembled a strong leadership team. The team is led by Nashaya Hampton. She is an excellent fit for the position after coming from years of experience holding leadership positions in the caf atmosphere. Robert Brown brings financial skills to Caf Doux after an 8 year CPA career. His duties will include the accounting, inventory management and stock fulfillment. Amanda Williams will lead marketing after running her own PR firm. Mark Johns will be the Main Baker. Lastly Drake Harvey and Donna Ray will be assistant bakers. 6.2 Management Summary Everyone employed at Caf Doux will be encouraged to work and go beyond his or her creative abilities. They should feel the requirement to exceed the customer service goals. 6.3 Personal Plan: Medical benefits will not be offered to employees, managers, or general managers. As profits increase and popularity of the store rises, benefits will come into consideration. Below is a table of the store needs.

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6.4 Operation Needs: The operating plan for Caf Doux is as follows: Furniture and Fixtures Products (Inventory) Customer Service Survey Touch Monitor Coffee Grinders and Brewers Espresso Machine Slushy Machine Cash Registers with touch screen monitors Marketing Plan

Part VII-Marketing Analysis 7.1 Target Market Segmentation Our target market consists of three groups: The Student Group Dover, Delaware is a college town. Caf Doux has Delaware State University located right across the highway and Wesley College, Delaware Tech, and Wilmington University within a short driving distance. According to an article in the Washington Post, Mike Ferguson, spokesman for Specialty Coffee Association of America states that, coffee shops provide an excellent opportunity for students to do their homework. The Doctor Diet Group For health reasons, many people stay away from certain foods to avoid health diseases. According to the American Heart Association the leading cause of death of Americans is heart disease. Many Americans ages 50+ are going on special diets to prevent developing this disease. In the City of Dover, Delaware around 33 percent of the population is over the age of 50. The Working Group With Dover once being the most industrialized city in Delaware, the working class is making a comeback. Many companies are located in Dover and the rapid increase of business in the city, employment is undoubtedly on the rise. Since there will continue to be an employment increase, this leave more people depending on their daily caffeine splurge. 7.2 Main Competition in the Marketplace Our main competitors in the area consist of: Dunkin Donuts, McDonalds McCafe, and Starbucks. The advantage that Caf Doux has over these other businesses is our great location and low prices. Below is a list of our competitors and the types of products they offer compared to ours.

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McCafe (McDonald's) Dunkin' Donuts Starbuck's Caf Doux

Hot breakfast foods, Espresso, Coffee and Iced Drinks Hot breakfast foods, Espresso and Coffees and Donuts Espresso and Coffees Hot breakfast foods, Espresso and Coffees, Pastries, Donuts

Part VIII- Financial Analysis It is evident to every citizen that the U.S. is on the brink of a recession. Even though this may be factual, we at Caf Doux do not believe that our business will be affected by this financial situation. Since majority of the population consumes coffee products there will not be an issue with customers becoming interested in buying. The price of the supplies will be similar to the price of the traditional cafes, but they will not be described as expensive, luxury items. The price of the coffee though may be pricier based on the fact of having multiple number of coffee type. But we believe that the variety of product will attract more customers. 8.1 Requested Loan Amount Rent Employee Salaries Utilities Stock Initial Inventory Money to Needed To Start Private Investor Loan Balance Needed To Start $800 x 3 months $2,400 $100,000 $127,900 -$25,000 $102,900 $5,500 x 3 months $3,000 x 3 months $16,500 $9,000

Term 20 yrs.

Loan Amount $102,900

Interest 9.50%

Payment $959.16/month

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Part IX- Supporting Documents 9.1 Catalog Espresso Lattes Cappuccinos Douxacinos

Cold Drinks Iced Coffee Iced Latte Milk Shake Dou- La- La (Slushy) Root Beer Float Smoothie

Coffee Varieties: Types of Beans Bakery Items Muffins o Banana Nut o Blueberry o Apple Caramel o Honey o Cinnamon Pastries and clairs Cookies Columbia Arabica Decaf Arabica Dark Roast

Soon to Come to Menu

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Hot Breakfast foods Donuts

9.2 Promotional Advertisement

Stir your imagination.

Caf Doux

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STIR. YOUR.
IMAGIN ATION .
Caf Doux

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