“UNICORN COFFEE AND SHOP”

Address : Jl. Sawahan No.41, Sawahan, Padang Tim., Kota Padang, Sumatera
Barat 25171

Contanct Number : +6281350380000

Email : unicorncoffeebrand@gmail.com

BUSINESS PLAN

UNICORN COFFE AND SHOP

WIDYA LESTARI

The undersigned acknowledge that the information provided in this business plan is confidential;
therefore, reader agress not to disclose it without permission of UNICORN.

It is acknowledge by the reader that information to be furnished in this business planis in all
respects confidentialin nature, other than information which is in the public domain through
other means and that any disclosure or use of same by the reader, may cause serious harm or
damage to UNICORN.

Copyright © 2018 by UNICORN. All right reserved.

 EXECUTIVE SUMMARY

“UNICORN” is a unicorn coffee and shop concept. It offers a comfortable, upscale

ambience, replete which its decoration. This café has a very unique theme with a very attractive
design too. Not only that, the food menu variant that present also matches the café’s theme.
“UNICORN” has a few menus which are unicorn choco waffle, unicorn choco toast, unicorn
rainbow waffle, unicorn rainbow toast, unicorn rainbow crepe rolls, unicorn brownie a la mode,
unicorn cheese pie. Beverages include an pinky milk, ice fresh milk, matcha milk, thai milk tea,
iced lemon tea, iced cocoa, cotton candy soda, galaxy soda, reggae soda, unicorn hot cocoa,
unicorn hot green tea, unicorn hot fresh milk, unicorn blood, reggae star, galaxy star, milky way
star and also hot & cold coffee.

“UNICORN” also served dessert such as French fried 3 dips, BBQ fried chicken wings,
unicorn double cheese and burger, unicorn BBQ beef burger, double cheese fried chicken wings,
French fried cheese, strawberry salad, spaghetti carbonara, spaghetti meatball lava cheese. Not
only food and drink “UNICORN” also provided unicorn onsie for the customer. It can either for
rent or sells “UNICORN” not only provided food and beverages, it also sell the souvenir that
are related to unicorn.

“UNICORN” will be located in Sawahan. This location is an extremely high visibility

spot on one of the most popular spot for student especially, in the region. It has excellent
parking, and easy access to everyone. “UNICORN” has three zones which all of the zones have
the same concept of unicorn, so the customer can choose which a zone they want to go. Zone A
is more to friend’s concept. Zone B is more to family concept. Zone C is only for VVIP or
bookings.

“UNICORN” provided party planner service as well. This party planner included
birthday party, engagement, bridal shower, baby shower. So the customers can choose whatever
party they want to held in this café because they can choose whatever theme that “UNICORN”
provided.

The price range that “UNICORN” offers is friendly to customer’s pocket and affordable
to everyone. Not only that, “UNICORN” also offers promotion and discount every month to
attract customers. “UNICORN” menu will be renewed every two months. The privileges the
customers will get are member card. Customers that have members card will get a 15% off for
every purchase. They are two ways to obtain this card. The first one is the customer purchase any
product or food with a minimum of Rp 100,000 in a single receipt and get the card for free. The
second way is you can purchase the card with a price Rp 30,000 per card.

Mission

 UNICORN exists for the purpose of generating sales and profits for its investors, owner,
managers and staff. Because UNICORN is a service business, it also exists to serve its
customers. These two reasons for its existence are inextricable. If one expect does not
exist, the other will cease to exist.
 UNICORN will offer mouth-watering meals and beverages in a soothing environment.
 Our customers will always be treated with importance and warmth. Our vendors will be
treated with loyalty, and they will find their future with us to be fruitful.
 We will be a good neighbor to the businesses in our area, and we will be a
contributing and supportive member of our community

ASPECT OF MARKETING

1.1 Needs and Wants Analysis

In accordance with the data collected from Badan Pusat Statistik (BPS)of Padang, the
number of restaurants in Pauh itself only amounted four. It did not have any changes from 2015
until 2016.

Table 1.1.1 Data of restaurants in Pauh in 2015 and 2016.

Jumlah Restoran/ Rumah Makan
Kecamatan
2015 2016
Bungus Teluk Kabung 10 10
Lubuk Kilangan 6 6
Lubuk Begalung 15 13
Padang Selatan 3 3
Padang Timur 25 24
 Padang Barat 114 112
Padang Utara 27 24
Nanggalo 15 14
Kuranji 26 26
Koto Tangah 20 18
Padang 265 254
Source: Badan Pusat Statistik (BPS)

This trend will go on if there is no alteration in Sawahan. There are so many resident in
Sawahan but why the restaurant is limited? As we know, Sawahan is located at the west of
Padang, where Andalas Unversity (Medical Faculty and Economic Faculty) was established. Due
to the distance is so far from the town, many resident from other districts hesitate to go up here
due to transportation problem. But, in Sawahan itself, there are 64.999 residents (source: BPS)
living here. So, the consumer will be always available. Sawahan suffers from a lack of service
oriented restaurants. Sawahan needs a restaurant that values the customer as its number one
priority

As we know, Padang itself is a tourism spot. Thus, may tourist will past the restaurant
and surely will wanted to try the newest thing in town. Not only that, there are thousand of
students in this university that came from different countries and places. Most of the students
often do activities such as hanging out, in cafes, small restaurants and small stalls that provide
food and drinks that generally have the same product. And due to the lack of variation here,
“UNICORN” comes as the latest solution in enjoying more sophisticated and elegant restaurant
which is friendly to the customer and their pockets.

1.2 Market Segmentation

“UNICORN” has a market segmentation which is the student. There are a view universities and
high school around that area. Other than that, we have a few more characteristic that becomes
our market segmentation:

 Students of Universities around there

 All level of social status
  In between range of 19 years old to 65 years old.
 Open public for all gender

1.3 Target Market.

In “STEAQUE”, our target market are people with range of age 19 years old to 65 years
old. It includes all the students (undergraduate and diplomas) and lecturers. From the total
population, we classified this population into three different groups; total demand group, target
market group, and total effectives sales group. We assumed that the total demand group is 100%
while the target market is 40% and the effective sales in the first year will be 7%.

 Total demand group 19,000 (100%)

 Target market 7600 (40%)
 Total effective sales in first year 1330 (7%)

Total demand Group Target Market Total effective sales

in first year (1330)
(19000) (7600)

1.4 Marketing Cost

To make sure “UNICORN” runs well in this industry, we concluded there are a few marketing
costs that are included in our financial department.

Table 1.6.1 Type of Marketing Cost of in a year.

No. Type of cost Total Cost/Year (Rp)
1. Promotional Cost 1.200.000
2. Warehouse Cost 5.000.000
3. Logistic Cost 3.500.000
TOTAL 9.700.000

Table 1.6.2 Projection of Marketing Cost for the next three years.
 Total Cost/Year (Rp)
No. Type of cost Total
2018 2019 2020
1. Promotional Cost 1.200.000 1.296.000 1.399.680 3.895.680
2. Warehouse Cost 5.000.000 5.400.000 5.832.000 16.232.000
3. Logistic Cost 3.500.000 3.780.000 4.082.400 11.362.400
TOTAL 9.700.000 10.476.000 11.314.080 31.490.080
Assumption: Increase of 8% in every Marketing Cost foe every upcoming year.

TECHNICAL ASPECTS OF PRODUCTION AND BUSINESS OPERATIONS

2.1 Technical Element of Production and Operation.

Our menu consists of juicy, thick coffe and cake that are coated with a secret combination
of flavorings and zesty spices. We offer mouth watering prime rib, available in four portion
sizes. The menu also consists of unicorn choco waffle, unicorn choco toast, unicorn rainbow
waffle, unicorn rainbow toast, unicorn rainbow crepe rolls, unicorn brownie a la mode, unicorn
cheese pie a variety of huge burgers and grilled sandwiches, soups and appetizers.

All resources and equipment that will be needed to support this restaurant is available
around the location. The main raw material are beef and fish . The additional indirect raw
material such as spices, milk, flour, sugar and others can be easily obtained with a lower price
near the location. There are several distributors and producers near the restaurant location. Thus,
this make it easier for UNICORN to have a plenty and sufficient resources. The detail of the
resources will be explain in the table below.

UNICORN will operate in a building that is 2000m which will accommodate a kitchen,
receptionist and cashier place and dining place. All the equipment that are needed to prepare the
meat will be located in the kitchen. The dining place will have five tables. Each table will be
equipped with six or five chairs. There are also tables that are equipped with only three or two
chairs. At the in front of the restaurant, when you enter the restaurant, there will be a receptionist
and a cashier place. It will be equipped with tables and computer. This is to input all the orders
and to print out the ticket of the orders. This will help in tracking the cash flow of the day. Not
only that, the customer will also pay their orders at that place. .
2.2 Process of Production and Operational Services.

The real power and energy of the restaurant comes from the attentive and courteous service
provided by our floor staff and the indescribably delicious steaks. Each night that we are open,
two managers are on duty. One manager carefully orchestrates the proper execution of the
kitchen so that all food comes out prepared perfectly and on time. The other manager attends to
the flow of the dining room, to facilitate outstanding customer service and satisfaction.

Upon arrival, guests will be greeted immediately by either the assistant manager or a
server and asked for the seating preference. Drink orders will be taken and guests can munch on
our complimentary rolls. Once the customer’s order is taken, the order will automatically be
printed to a requisition printer located in the grill area. The grill cook will use the printed ticket
to keep track of orders and place the meal under the heating lamps until the order is complete.
The kitchen preparation line has been designed to be operated by a minimum staff of 1 line cook
and a maximum of 4 cooks. This design allows line staffing to be adjusted to the business
volume. Shift changes for all staff will involve cleanup, restocking and preparation. All moneys
will be settled at the end of each shift. The closing shift will involve designated closing duties
that will leave the restaurant clean and fully prepared for the next day.

The restaurant hours are: Monday-Thursday 2:00 pm-11:00 pm; Friday and Saturday 11:00 am-
1:00 am; Sunday 11:00 am-9:00 pm.

Our customer service policy is simple: All customers must leave in a happy mood about our
services and food!

2.3 Cost of technical element of Production and Operational.

Table 2.3.1 Cost of Technical of Production and Operational

Unit/Price Total
No. Elements of product Unit/Year
(Rp) Cost/Year (Rp)
1. Raw Material
- Beef Meat 4.000 kg 100.000 400.000.000
- Chicken Meat 3.000 kg 30.000 90.000.000
 TOTAL 490.000.000
2. Indirect Raw Material
- Spices 48 packets 2.000 96.000
- Milk 2.000 L 10.000 20.000.000
- Sugar 1.500 kg 8.000 12.000.000
- Flour 1.000 kg 9.000 9.000.000
- Eggs 980 trays 18.000 17.640.000
- Fries 24 boxes 240.000 5.760.000
- Onions 1.000 ons 1.200 1.200.000
- Cheese 1.800blocks 90.000 162.000.000
- Coconut 1.200 kg 2.000 2.400.000

- Buns 1800 kg 13.000 23.400.000

- Prawns 1.300 kg 65.000 84.500.000

- Salmon 550 kg 275.000 151.250.000

TOTAL 489.246.000
3. Place:
- Building 1 30.000.000 30.000.000
- Land 2000 m 60.000.000 60.000.000
TOTAL 90.000.000
4. Equipments:
- Knife 15 15.000 225.000
- Tray 20 10.000 200.000
- Small Scissors 15 5.000 75.000

- Big Scissors 15 15.000 225.000

- Range 4 250.000 1.000.000

- Oven 3 350.000 1.050.000

3 5.000.000 15.000.000
- Grill
3 2.500.000 7.500.000
- Deep Fryer
2 4.300.000 8.600.000
- Freezer
12 38.000 456.000
 - Stock/Soup Pots 12 45.000 540.000
- Sauce pans 12 24.000 288.000
- Baking Sheets 12 9.000 108.000

- Spatulas 12 7.000 84.000

- Ladles 12 8.000 96.000

- Whisks 20 40.000 800.000

250 35.000 8.750.000
- Mixing bowls
250 25.000 6.250.000
- Bowls (all types)
30 11.000 330.000
- Plates (all types)
5 500.000 2.500.000
- Cleaning rags
5 330.000 1.650.000
- Shelves
40 20.000 800.000
- Cleaning buckets
3 2.000.000 6.000.000
- Hand soap
150 sets 120.000 18.000.000
- Fire extinguisher
2 9.000.000 18.000.000
- Cutlery Set
36 125.000 4.500.000
- Wash Disher
7 150.000 1.050.000
- Gas
48 87.000 4.176.000
- Tables 1 4.000.000 4.000.000
- Chairs
- Computer
TOTAL 112.253.000
TOTAL COST OF ELEMENTS 1.118.499.000

Operating Expense

Table 2.3.2 Operating Expense for a year

No. Description Cost/Month (Rp) Cost/Year (Rp)
1. Electricity Expense 2.000.000 24.000.000
2. Water Expense 950.000 11.400.000
 TOTAL COST 2.950.000 35.400.000
Table 2.3.3 Projection of Operating Expense for three year
Cost/Year (Rp)
No. Description
2018 2019 2020
1. Electricity Expense 24.000.000 25.920.000 27.993.600
2. Water Expense 11.400.000 12.312.000 13.296.960
TOTAL 35.400.000 38.232.000 41.290.560
Assumption: There is an increase of 8% in every year

2.4 Depreciation Expense

Table 2.3.4 Depreciation Expense for the Elements

Useful Life Residual Depreciation

No Elements Total Cost
(years) Value Expense / Year

1. Building 30.000.000 20 600.000 1.470.000

2. Equipments:
- Knife 225.000 5 650 44.870
- Tray 200.000 2 1.500 99.250
- Small Scissors 75.000 5 430 14.914

- Big Scissors 225.000 5 650 44.870

- Range 1.000.000 3 6.700 331.100

- Oven 1.050.000 3 980 349.673

4 750.000 1.187.500
- Grill 15.000.000
3 225.700 2.424.767
- Deep Fryer 7.500.000
5 500.000 1.620.000
- Freezer 8.600.000
2 540 227.730
- Stock/Soup Pots 456.000
2 340 269.830
- Sauce pans 540.000
288.000 2 240 143.880
- Baking Sheets
108.000 2 500 53.750
- Spatulas
 - Ladles 84.000 2 450 41.775
- Whisks 96.000 2 540 47.730
- Mixing bowls 800.000 2 340 399.830

- Bowls (all types) 8.750.000 2 2.600 4.373.700

- Plates (all types) 6.250.000 2 760 3.124.620

- Cleaning rags 330.000 2 250 164.875

2.500.000 5 4.800 499.040
- Shelves
1.650.000 2 250 824.875
- Cleaning buckets
800.000 1 340 799.660
- Hand soap
6.000.000 5 4.500 1.199.100
- Fire extinguisher
18.000.000 4 7.300 4.498.175
- Cutlery Set
18.000.000 5 125.000 3.575.000
- Wash Disher
4.500.000 3 150.000 1.450.000
- Gas
1.050.000 5 3.200 209.360
- Tables
4.176.000 4 2.000 1.043.500
- Chairs
4.000.000 3 7.800 1.330.733
- Computer
TOTAL COST 142,253,000 2,398,360 31,864,107
MODEL BUSINESS CANVAS