Business Plan

19 Pages 4811 Words

Executive Summary
The Dark Side, is an after hours coffeeshop located on East Evans Avenue and South High Street. Hours of operation being 4 pm to 2 am, the intention is to attract people ages 15 to 30 years, mostly being students especially from the University of Denver. By offering three distinctive atmospheres within the coffee shop our goal is to satisfy the diverse needs among this age group. We will do this by implementing a study room, a lounge and a main room. On weekends we plan to host live bands on our stage in the main room. In order to attract international students, we are selling international newspapers and hosting international conversation groups. The coffee industry is growing, and we feel that our coffee shop will fit a set of needs that have not yet been met. After surveying a group of people from our draw area, we determined that our business will meet the needs and wants of our target market. The direct competition is mainly Starbucks, Stella's and Colorado Espresso. By utilizing our unique qualities we will be set apart from our competition. By using the zip code breakdowns, we have determined that our target market consists of 76,047 people that live in 6 specific zip codes. (EST) From this number we determined that we would have 5,497 hot prospects. (EST). These people would visit The Dark Side a total of 134,678 times in one year. (EST) From this estimate our anticipated annual sales is $538,712. Our objective is to meet the needs of our target market, to maintain repeat customers, and to break even after one year. Our goals are to have 70 percent of our customers return at least once during the year. We also plan on breaking even, and perhaps making a profit after our first year in business. Our distribution channel runs from producer to wholesaler to distributor to retailer to consumer, this is the most efficient way for our small business. Price stability is the pricing strategy that we have chosen, this ...