[Your Name]

[Your Title]

[Market Name]

[Main Business Address]

STARBOOKS CAFÉ

Market Plan

Prepared: [Date prepared]

Contents

Market Plan template...............................................................................................................1

Using this template....................................................................................................................2

Market Plan Summary.............................................................................................................4

The Market........................................................................................................................4

The Future.........................................................................................................................4

The Finances......................................................................................................................5

The Market..............................................................................................................................12

Market research...............................................................................................................12

Market targets..................................................................................................................12

Environmental/industry analysis.....................................................................................12

Your customers................................................................................................................12

S.W.O.T. analysis............................................................................................................13

Advertising & sales.........................................................................................................15

The Future...............................................................................................................................17

Vision statement..............................................................................................................17

Mission statement............................................................................................................17

Goals/objectives..............................................................................................................17

Action plan......................................................................................................................17

The Finances............................................................................................................................18

Key objectives & financial review..................................................................................18

Assumptions....................................................................................................................18

Supporting documentation.....................................................................................................24

Market Plan Summary (5 pts)

[Please complete this page last]

[Your business summary should be no longer than a page and should focus on why your business

is going to be successful. Your answers below should briefly summarise your more detailed

answers provided throughout the body of this plan.]

The Market

Target market:

[Who are producing and selling the product? What would motivate them to sell? are you selling

to? Why would they buy your products/services over others?]

Marketing strategy:

[How do you plan to enter/create the market? How do you intend to attract customers? How and

why will this work?]

The Future

Vision statement:

To be able to be one of the best coffee shops in the city of Naga

To have loyal and admiring customers

To provide great product and service to the public.

Goals/objectives:

LONG TERM GOALS:

Enhance a web presence and expand social networking

Build the company's name recognition within the community through community outreach

project.

Appreciation goal of awarding an employee of the year award to the employee who provides the

most creative input during the year in terms of practical ideas to improve the company.

SHORT TERM GOALS:

Build and nurture customer relationships.

Learning primary competition and brainstorming on what we offer and other café don’t.

Retain talented employees.

Simplify day-to-day activities and automate workflows to improve productivity.

The Finances

Our business will be needing an upfront capital of 2,500,000.00. Whereas the 1.5 M

share will be coming from a business loan, specifically PostBank 10-year business loan which all

of us co-signed and the other million will be coming from the pockets of the co-owners of this

business.

As a new business trying to fit in the industry, we assume that the business shall be

able to regain its capital in 3 years time.

The Market

Market research

One of the oldest techniques used in marketing research is the observational method.

Through direct observation of people, marketing specialists are able to identify actions and can

find out many things about their customers and clients. Another source of market research will

be competitive analysis.  This will be done by regularly visiting competitors and analysing their

service offerings.

Market targets

The Starbooks will appeal to either or both book lovers and coffee lovers residing in the

targeted in town neighbourhoods, the many downtown hotel visitors/conventioneers, and

workers who desire a quiet and relaxing coffeehouse experience. The business will also meet an

under-served need for a pedestrian-friendly reading/coffeehouse establishment for the numerous

residents in the area, particularly newcomers to the immediate area.

Members of this market segment dine out frequently, approximately three times or

more per week. The market segment is largely made up of singles between high school and

college students; ages of 13 and 20, working individuals, married couples in the same age

bracket without children, graduate and professional students attending area universities, tourists,

and conventioneers

Environmental/industry analysis

What is the size of the market? What recent trends have emerged in the market? What growth

potential is available and where do you fit in? How will the market/customers change when you

enter the market?]

The restaurants and coffeehouses that make up the community of establishments in the area

surrounding______ are quite diverse. Their concepts range from typical fast food/chain venues

to expensive fine dining establishments. However, the predominating nature of the immediately

surrounding restaurants and coffee shops is casual/upscale.

Sellers

Seller demographics

Professional (ages 30-35)

College-educated

Source(s) of raw materials/ inputs

We will order our coffee from suppliers that we already had a background research,

with good quality of coffee products and also has good relationship with customers throughout

the business cycle. For the books, for the start-up we will have a partnership with some

publishers and book stores that sells book for cheaper prices.

Source(s) of equity/ financial capital

Our business will be needing an upfront capital of 2,500,000.00. Whereas the 1.5 M

share will be coming from a business loan, specifically PostBank 10-year business loan which all

of us co-signed and the other million will be coming from the pockets of the co-owners of this

business.

Customers

Customer demographics

Members of this market segment dine out frequently, approximately three times or

more per week. The market segment is largely made up of singles between high school and

college students; ages of 13 and 20, working individuals, married couples in the same age

bracket without children, graduate and professional students attending area universities, tourists,

and conventioneers

Key customers

Young Adults

Young adults, aged 18 to 24, total 40, the café positions itself as a place college

students can hang out, study, write term papers and meet people. We will appeal to this

consumer directly through introducing technology as soon as it comes available, focusing on

social networking and actively cultivating a cool image. Young adults will really love the idea of

book for a book, so will be our strength in the business.

Adults

The company’s primary target market is men and women aged 25 25 to 40, appeal to

this consumer age group the café’s contemporary design that is consistent in its advertising of

books for books campaign and decor, and working to keep its products current as status symbols.

Customer management

We will stay in contact with our existing customers and get regular feedback on

our products and prices. We will actively seek customer feedback. This includes seeking

suggestions on new features or products that would interest the customer, as well as critiques of

current products and features and we will listen carefully and respond in a manner that lets the

customers know we understand the suggestions or critiques that have been offered and thank

them even if the comments are negative.

We will always provide service politely and with a smile. We will train employees

to be helpful, knowledgeable and courteous. Employees will make customers feel welcome and

greet them every time. Since some people might not know a lot about coffee, knowledgeable

baristas will be able to help customers make a more informed decision. We will always provide

service politely and with a smile. We will make sure our customers feel warm and comfortable

while staying in our café or on the telephone and also we will keep in touch with them by

sending customers advance notice of special sales, or offer additional discounts on certain

products. Most especially we will treat every customer with respect - no matter how large or

small their purchases are.

S.W.O.T. analysis

Strengths Weaknesses

Uniqueness of its concept Well trained personnel to ensure

convenience and satisfaction of customers

Guaranteed relaxing ambiance Strategic location of business Products are all in reading condition Unique selling position Promo offered

Start-up competition

Opportunities Threats

Product offering Market expansion

National Competitors Supply Disruptions Market taste changes

Advertising & sales

Advertising & promotional strategy

Planned

promotion

/advertising type

Expected business improvement Cost ($) Target

date

Online

advertising (Web

Plan)

Quick gain of publicity

Acts as an online communication

between the customers and the

company.

It has a wider reach of advertisement

that will help the company.

P 10,000 2017

Print media

advertising

Print media have a huge and trusted

followers. This is definitely a great

boost to attract readership.

Print media is an easy medium to spread

awareness or advertise to any particular

geographical area.

P 8, 000 April

2015

Planned

promotion

/advertising type

Expected business improvement Cost ($) Target

date

Reward Scheme Increase repeat customers

Easy way to show the company’s

personal side and remain competitive

Stronger relationship with customers

P 15, 000 January

2016

Sales & marketing objectives

The unique aspects of our business include individual product selection. Our

strategy is to focus our efforts on the market for coffee, pastries and books. By focusing on this

particular area, we expect to quickly develop and maintain a good position in the business. The

Starbooks key personnel will stay in contact with our customers, and will be able to respond to

changes in this market much faster than our competitors.

Our unique coffee shop will offer the best and highly personalized service in the

marketplace. Being a small, owner-operated company, we intend to use this to our advantage to

be certain that every one of our customers receive excellent service. We will go out of our way to

make sure that our customers know that they truly matter to us.  Sales representatives who deal

with customers will be carefully trained and given wide range for insuring that customers are

always satisfied.

The following are specific marketing objectives that are expected to be achieved by the

company:

Develop brand awareness through a steady, month to month increase of new customers.

Develop an increase in sales while achieving a status or decrease in marketing expenses.

Develop awareness of the structured system in the coffee shop.

Unique selling position

Our company will not only provide coffee lovers with coffee and a good place

for relaxation we are offering them a unique way of relaxation. As the first bookstore/coffee

shop in Naga City, we can persuade the public to come and experience the feeling of exchanging

an old book for a cup of coffee. Not only does this save them from expensing a lot, this can also

help others to discover their books.

The Future

Vision statement

To be able to be one of the best coffee shops in the city of Naga

To have loyal and admiring customers

To provide great product and service to the public.

Mission statement

This café seeks to satisfy its customer with the pleasure of both books and coffee. With the

combination of these two, the customers will surely find full pleasure and frolic.

Goals/objectives

LONG TERM GOALS:

Enhance a web presence and expand social networking

Build the company's name recognition within the community through community outreach

project.

Appreciation goal of awarding an employee of the year award to the employee who provides the

most creative input during the year in terms of practical ideas to improve the company.

Receiving at least 95 percent positive customer feedback regarding the service we provide.

SHORT TERM GOALS:

Build and nurture customer relationships.

Learning primary competition and brainstorming on what we offer and other café don’t.

Retain talented employees.

Simplify day-to-day activities and automate workflows to improve productivity.

Action plan

Milestone Date of expected completion

Person responsible

Establish a StarBooks Café, complete with location, supplier and necessary legal and valid license.

March 2015 Owners and managers

(Jellysa Barera, Cake Abengoza, Vannesa Encinas and Gel Ravanilla)

To be able to open the café to the public. May 2015 Owners and managers

(Jasper Sumayao and Mikhaela Guzman)

To acquire loyal customers and be able to give them better service as the time lasts.

Owners and the management

Expand the business and franchise to other location for development.

August 2017 Owners and other future investors

The Finances

Key objectives & financial review

Financial objectives

Our main financial objectives are the following:

To maximize our upfront capital

To acquire good sales in the coming years

To regain the capital

To be able to generate profit and maintain such.

Finance required

Our business will be needing an upfront capital of 2,500,000.00. Whereas the 1.5

M share will be coming from a business loan, specifically PostBank 10-year business loan which

all of us co-signed and the other million will be coming from the pockets of the co-owners of this

business.

As a new business trying to fit in the industry, we assume that the business shall be able to regain

its capital in 3 years time.

Assumptions

The financial tables on the subsequent pages are based on the assumptions listed below:

We are expecting that the company will be able to attain our vision and be able execute our

mission and to also be an asset to the business world of the City of Naga. We also promised

ourselves, the creators of this business, to give contribution into the world of knowledge. Hence,

we came up with this kind of concoction