BUSINESS NAME : BEER’S COFFEE SHIOP

ADDRESS: P.O. BOX 1257 DONHOLM

INSTITUTION :MASAI NATIONAL POLYTECHNIC

NAME OF CANDIDATE : ALOO REBECCA

INDEX NUMBER :515102

COURSE CODE :

SUPERVISOR’S NAME : MR BINYANYA

EXAMS SERIES : JUNE/JULY 2024

SUBMITED TO : THE KENYA NATIONAIL EXAMINATION COUNCIL IN CRAFT IN CERTIFICATE IN FOOD AND
BEVARARAGE
DEDICATION

I DEDICATE THIS PARTICULAR BUSINESS PLAN TO ALL MY FAMILY MEMBERS AND FRIENDS FOR
SUPPORTING THIS BUSINESS PLAN MORE SO BY SUPPORTING ME FINANCIALLY THROUGH THE
PREPARATION OF THE PLAN
DECLARATION

I DECLEAR THIS MY ORIGINAL WORK AND HAS NOT BEEN SUBMITED TO ANY EXAMINATION OFFICE OR
INSTITUTE

NAME : ALOO REBECCA

SIGNATURE:

SUPPERVISOR’S NAME: MR BINYANYA

SIGNATURE:
ACKNOWLEDMENT

Special thanks to mother who helped me financially and my fiends assisted me towords the launch of
venture

I am also indebted to many individuals for their help and encouragement while conducting the
preparation of the business plan.I will like to gratitude all my friends and classmates ,with whom I
worked together with to ensure the success of this business
CHAPTER ONE

1.0 BUSINESS DISCRIPTION

A coffee house ,a coffee shop or café is an establishment that primarily various types or
coffee ,express and cappuccino .Some coffee house may serve cold drinks such as iced coffee and
iced tea as well as other non-caffeinated bevarages

1.1 BUSINESS NAME

The proposed business is BEER’S COFFEE SHOP.The name BEER’S is a short name of Becky
derived from a Luo language.The meaning of BEER is something good .The proposed
business shall start on March 2022 and it will be a sole proprietorship business .The major
activities of the business will be maintaining of good coffee shop and makes all types of
coffee so that customers can have veriaty .They will be also selling cold drinks and snacks.

1.2 BUSINESS LOCATION

The business will be located in Nairobi county Embakasi sub-county Donhlom in Embakasi
East from there we will be selling the products.There will be a maram road from Nairobi
town to Jogoo road will make it easier for transportation of the products ,the presence of
National banks,petrol station,bus station.The people working from their will come and be
my customers.
FORMS OF OWNERSHIP BUSINESS ADRESS
Name ,BEER’S COFFEE SHOP
Adress,P.O.BOX 1257 Donhlom
Telephone number, 0798440316
Email,rebeccaaloo88@gmail.com

1.3 FORMS OF OWNERSHIP

The proposed business will be a sole proprietor business this is because
-The owner of the business enjoys his or her profit
-The owner knows how to control the business alone
-There is close suppervision since the owner has direct contact with the customers
The owner of the business is Becky Otieno 22years old from Kisumu County and a
student ,she will be the manager of the business.
The initial capital to start the business will be Two hundred and fifty thousand will be
obtained from
1]persanal saving 50,000
2]parents and relatives 100,000
3]loan from Equity 100,000

1.4 PRODUCT AND SERVICES

The business will be sell to the potential customers at a large .Such products as coffee will
be the main product ,cold drinks and snacks.
Products will be packed in clean containers to avoid spilage and burns to customers.

1.5 JUSTIFICATION OF OPPORTUNITY

 The major reason for choosing this type of business is that the infrastructure of the
area ,people like taking coffee in the morning and in the afternoon and people working
around that area will like cold drinks and snacks. Customers like things with good quality
and quantity.Tthere are shortage of coffee shop in Donholm thus a big market gap which
need to be filled.

1.6 INDUSTRY
The competition in the market makes the proposed business to a large industry.The modern
technology will be applied in terms of making coffee.

1.7 BUSINESS GOALS

A] Short goal terms
1] The business will protect the interest of the customers by charging the price and quality
of the product will be maintained
2] Attract more customers and maintain them
3] Serve every customer equaly

B] Long goal terms

1] The business will expand and have many branches to makes more profit
2] Educate the locals customers the important of coffee and it is good for our health.

1.8 ENTRY AND GROWTH STRATEGY

A] Entry strategy
The business will be known through poster,magazins,creating social media platform to
advertise the business to the people.The business will offer discount to the customer
compared to other shops hense to attract customers.
B] Growth strategy
The business will focus on making more profit .It will also strengthen the relationship with
the customers .The business will also ensure the drinks served in there are fresh and readly
available.
 CHAPTER TWO

2.0 MARKETING PLAN

2.1 CUSTOMERS
The proposed business will serve from all levels of income status,that is the high income
class and the lower income status class whereby each customer will be treated equally.The
targeted customers include the local whos surround the business area and also people who
are passing by .Institutional customers such as aspherical ,schools ,and clinics will be also in
to account commercial customers such as shops ,supermarket ,and kiosks will also be served
as major customers.

2.2 MARKET SHARE

The proposed business will be at a high populated area.The total population target is

Type of customer Expected per month

Individual customer 2500
Institutional customer 40
Comercial customer 1500

Competitors Total population percentage

BEER’S 500 20%
JOSE’S 2500 50%
PAM’S 1000 40%
SARAH’S 800 70%

2.3 COMPETITION
Staff as the operators in business creaters high competition with other competitors each try to give
the best to customers so that they can attract customers and maintain the existing ones .The
resulting more competition

COMPETITIORS STRENGTHS AND WEAKNESS

BEER’S COFFEE SHOP
A] The price is favourable
B] Location area is highly populated
 C] Offers quality products and servise to the customers
WEAKNESSES
- Poor insecurity
- There is no people to deliver to customers

JOSE’ COFFEE SHOP

- Offer discount after selling
- Good communication to customers
- Quality production and service
WEAKNESSES
- Fixed priced

PAM’S COFFEE SHOP

- Offer testing before buying
- Deals with profetional managers
WEAKNESSES
- Low production
- Have low distributers

2.4 METHOD STRATEGY

The product of the business will demonstrate to customers during weekends and
promotions will be offered.This will be effective method of promoting the business
method.It will be determined by change of customers increasment before and after it
applied.

2.5 PRISING STRATEGY

Pricing the product will be determined by the direct and indirect cost of production and
making profit.The competitors price season and government polices will also determine the
the price of products in the first eight months of the business ,the price of the products will
be lower than the competitors so that customers will be attracted .Their will fluctuation in
price that is high pricing when the production of competitors is low and lower than the price
when the product is high.

2.6 SALES TACTICS

This is most dealt with manager and the sales man of which displaying of products in clean
shelves and hygienic way will be a tactic to sale ,sign board and posters will be applied
whereby there will be roadsides , the direction of the business to it’s products and their
price.

2.7 DISCRIPTION STRATEGY

The business will be selling coffee,snacks ,and cold drinks directly to the customers ,since
most of the targeted customers are within the business area .Individuals customers and
commercial customers will also be served .Excessive handling of products will be highly
avoided so that their will be no spoilage of products.
 CHAPTER THREE
3.0 ORGANISATION AND MANAGEMENT
The manager of the business will be Aloo Rebecca ,she will be incharge of all activities that will be
done by the staffs.

3.1 BUSINESS MANAGERS AND QUQLIFICATION

The management team for the success of the business will include the following