CAFÉ DE HAVEN

COFFEE & PASTRY SHOP

Business Plan
TABLE OF CONTENTS
Executive Summary.........................................3
Company Description......................................4
Financial Plan..................................................5
Organizational Structure..................................6
Management Team..........................................7
Operations Plan...............................................8
Product/Service...............................................9
Market Analysis.............................................10
Customer Analysis.........................................11
Competitor Analysis.......................................13
Marketing Plan...............................................14
 EXECUTIVE SUMMARY

Café de Haven is a local coffee and pastry shop located in Pink Land, Manila. The

brain and backbone of this were started by Ms. Siarra Bianca S. Asuncion, a Bachelor of

Science and Accountancy – Cum Laude from Universidad De Manila, Certified Public

Accountant, and now a businesswoman.

This shop will showcase different faces of Filipino-made beverages and pastries. It

will pride itself on offering freshly brewed and baked products made from local ingredients to

also help the country's agricultural sector.

The menu will be simple, but the love and expertise of every product we serve will

give you satisfaction when looking for a drink or something to be eaten.

Products Served:

 Local coffee (brewed, vanilla, macchiato, peppermint, chili-mocha, cool hazelnut,

pumpkin, etc.)

 Tea and milk tea (classic, matcha, bubble pop, caramel mint, purple yam, jackfruit,

soursop, etc.)

 Pastries and desserts (cake with unique flavors, Filipino desserts, etc.)

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 COMPANY DESCRIPTION

Café de Haven is a sole proprietorship coffee and pastry shop that will be located in the

Main Plaza on the east corner of 18th Avenue, Main Road, Pink Land, Manila

The café will offer a variety of choices to the coffee and pastry lover. Coffee, tea, and

milk tea of sorts will be offered. The choices of coffee will range from brewed to macchiato and

many unique flavors, from small to large cup sizes. Teas and milk teas will range from white

tea to cheesecake matcha and come with unique flavors. Soda, juices, and other non-alcoholic

beverages will also be available.

The café pastry will offer various kinds of desserts and pastries such as cakes, bread,

etc. These come from slices to whole pieces with the customer’s topping of choice. Snacks

and other non-pastry food will also be available at the counter, just ask for the menu.

The café will be registered a month before its operation to the Department of Trade and

Industry (DTI), Bureau of Internal Revenue (BIR), and Local Government Units (LGU) where

the business is located (Barangay and Mayor’s office). These documentary requirements will

be displayed on the counter.

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 FINANCIAL PLAN

Café de Haven Coffee and Pastry Shop will have an initial capital of ₱300,000. The

owner’s cash contribution is ₱150,000 and other friends and family members are ₱100,000.

The remaining ₱50,000 will be borrowed from the owner’s partner.

The start-up expenses include an estimated ₱118,000 consisting of:

 Legal expenses for obtaining licenses and permits totaling ₱8,000

 Place’s renovation in the amount of ₱100,000

 Other start-up expenses including utilities amounting to ₱10,000

The required start-up assets of ₱182,000 consist of:

 Glasses, plates, and other utensils worth approximately ₱15,000

 Equipment needed for the total amount of approximately ₱167,000

o Coffee maker

o Espresso machine

o Food-service equipment (microwave, blender, refrigerator, etc.)

o Coffee grinder

o Store equipment (CCTV, cash register, etc.)

o Counter area equipment (ice machine, etc.)

o Storage hardware (Food storage, bins, etc.)

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 ORGANIZATIONAL STRUCTURE

President

Head Head Pastry

Barista Chef

Café Pastry
Baristas
Employees Chefs

The shop aims to deliver excellent products and services to the customers with the

finest beverages and desserts but at an affordable price.

The café will have a website where it will present all the needed information for the

customers. This will also have an advertisement that showcases the various products offered

by our Filipino baristas and pastry chefs.

The Upper Management will consist of the President, where she will be the one who will

oversee the day-to-day operation of the shop, also, hire, train and supervise café staff.

The Middle Management will consist of the Head Barista and Head Pastry Chef, they

will be the ones who will supervise the quality of products served to the customers.

The Lower Management will consist of baristas, café employees, and pastry chefs, they

will ensure that the recipes are strictly followed and always serve with a smile.

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MANAGEMENT TEAM

President Responsible for company policies, decision

making, and distribution of works.

Head Barista Supervise proper procedures of coffee

making, protect employees and guests.

Provide quality products and services for the

customers, and manage shifting of

schedules.

Head Pastry Chef Oversee and coordinate the creation and

presentation of all pastries and desserts. To

guarantee that standards are met, inspects

the quality of raw and cooked food products.

Baristas Make and serve beverages, also sanitize

work areas and equipment.

Café Employee (5 employees) Take customer orders and payments, ensure

cleanliness of the shop.

Pastry Chefs Bake various desserts, develop new recipes

to feature on the menu and keep stock in the

kitchen.

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OPERATIONS PLAN

Operation Functions:

 The president will serve as the operations manager, overseeing sales and marketing, as

well as the planning of daily special events and future expansion. She will also be in

charge of the website, ensuring that the postings are well-written and consistent with the

café's branding and image.

 Every week, 2–3 baristas and a pastry chef will be assigned to each shift.

 Café employees are also shifting every week, there will be a one-day rest day for each

employee.

 One barista will be assigned to the role of manager, assisting the head barista with

customer and employee issues, scheduling, ordering, and inventory.

 One pastry chef will also be assigned to be the manager, assisting the head pastry chef

in inspecting the quality of pastries and desserts served to clients.

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PRODUCT/SERVICE

Value Proposition

 Unique coffee and pastry flavors that you can just taste only in our shop.

 Showcase Filipino-made products, using local ingredients.

 A different ambiance from the usual coffee shop, the theme may vary every

occasion.

 On Main Road, we have a convenient location in business parks.

 Freshly brewed coffee beverages and baked products.

 Shops that are tech-friendly, as well as excellent customer service.

Market Offerings

 Buy any 5 large coffees, tea, or milk tea, and you can get 1 free large beverage

of your choice.

 You can get a free slice of cake if you bring 5 of your friends with you to buy in

our shop.

 In every purchase of our product, we will give you a sticker, and if you reach 10

stickers, you can exchange these for a free beverage or pastry of your choice.

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MARKET ANALYSIS

Gourmet coffees and pastries at a fair price have become increasingly popular among

consumers, and the Coffee Shop sector has developed at a quicker rate than most other

industries. Furthermore, businessmen will almost certainly continue to catch consumer

interest by increasing their menu offerings to accommodate any shifts in consumer tastes.

The Coffee Shop industry is expected to grow at a 5.0% annualized rate during the next

five years. The following are some of the important drivers that will promote this expansion:

 Spending of consumers – Over the next five years, consumer expenditure is likely to

rise, and because of this, they will likely spend more money at coffee shops.

 Change of preference – Consumers are most likely to change preference over time,

there are still people who don’t like milk teas and other coffee beverages. Over the next

five years, more people will engage with teas and coffee and probably change their

preferences.

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 CUSTOMER ANALYSIS

Demographic Profile of Target Market

Café de Haven will serve the local university and neighborhood of Main Road. The

location of the café is within the Main Plaza area where a lot of professionals and students,

work and reside.

Zip Code: 1000 1001

Total Population 15,987 16,482

Female 9,234 8,112

Male 6,753 8,370

13 to 19 years old 5,650 6,143

20 to 30 years old 6,768 7,232

31 years old & above 3,569 3,107

Household income of less 15.9% 16.2%

than ₱15,000

Household income of 60.4% 63.8%

₱15,000 to ₱50,000

Household income of 23.7% 20%

₱51,000 to ₱100,000

The precise demographics for the zip codes are:

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Customer Segmentation:

Café de Haven will primarily target the following customer profile:

 University students. The location has become a popular spot for local university

students to reside and the neighborhoods are the new generation.

 Residents: Different other people reside in the area, and their places are just walking

distance from the shop.

 Professionals. Many companies are located on Main Road, and the primary customers

who live and work in this area have a household income of ₱15,000 to ₱50,000.

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 COMPETITOR ANALYSIS

Starbucks

Starbucks is one of the world's most successful franchises. A coffee fan will

appreciate their scalability, franchisee support, and many locations. Their

locations have a drive-thru and many personnel who can provide prompt

and courteous service. Seasonal beverages, a variety of teas, breakfast, and lunch/dinner

items are all available on the menu. On the other hand, most of their products can easily be

copied and they have higher prices.

Café de Haven SWOT Analysis

STRENGTHS WEAKNESSES
 Cheaper prices but  Strong existing
competitive quality competitors
 All Filipino-made  Many substitutes
beverages and pastry. competitive products
 Fresh local coffee and  New to industry
pastry ingredients
 Tech-friendly location
 The positive attitude of
employees
 Good product and
SWOT
service

OPPORTUNITIES THREATS
 Attract new customers  Competitors can target
through special offers our customers
 Expand our shop to  More aggressive
different location competitor behavior
 Grow customer  Limited profit levels
retention
 Give works to Filipino
baristas and pastry
chefs

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MARKETING PLAN

Promotions Strategy
The promotions strategies for Café de Haven are as follows:

 Social Media

Café de Haven will strongly emphasize social media platforms and will dedicate a

social media manager. To attract clients' attention, she/he will create creative and

inviting postings and post daily special deals, forthcoming events, promos, and updates

on the location and menu.

 Premium Card

Café de Haven is planning to offer a “Premium Card”, for every purchase of any

product, the customer will have 10 points to their card that can be exchanged for a

coffee or pastry when it reaches 100 points. The goal of this is to have the retention of

customers.

 Website Marketing

Café de Haven intends to invest in a search engine optimization (SEO) presence

so that when someone searches for a "local coffee shop" or "coffee shop near me,"

Café de Haven will be one of the top results.

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 CHOSEN SECTION – PRODUCT/SERVICE

I will choose the Product/Service section, where the value proposition and marketing

offers are located. The value proposition is the promise my coffee shop will give to people, that

we will serve something of value to them, which can help my business with its customer

retention, this can also be the way to make my coffee shop known to people.

On the other hand, the market offering is essential since it can stimulate people's

interest in our goods and services. We may enhance sales and establish brand loyalty among

our clients by producing products that correspond with the needs and wants of our target

market. We set our company apart from the competition when we offer products or services

that connect with customers.

Using these two, we can attract new customers and can easily gain trust and loyalty.

When we already have the credibility and branding, we can now start to expand our business

globally. The quality of the products we serve will still be the same, and we will make sure that

foreign people will also like our unique flavors of beverages and pastries.

We will ensure that our product was approved and complied with the rules and

regulations of the country we are expanding to, we must follow the right process and deliver

the products and services the customers deserved. Aside from these, we may also expand our

menu for those who want a foreign flavor of the products we offered, but our local and unique

flavors will still be available, to show the world that Filipino coffee and pastry are world-class

and one of a kind.

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