2. Cafe Presse will be a sole proprietorship. I will be investing
$20,000 and will take the rest of the capital out in a business loan.
Cafe Presse will be a coffee shop located on the lower level of
the Rockingham Mall, the largest mall in the state of New Hampshire and
just over the Massachusetts Border.
The reason we chose to have a location in the mall is because
it is the only mall in New Hampshire that doesn’t have some sort of coffee
shop other than Dunkin Donut’s. Also, because of my experience working
in the mall I know that not only is there a customer demand of better
coffee, but the employees of the mall also want better coffee.
Our location will project a warm and welcoming atmosphere.
To achieve this we will use shades of brown on the walls and fixtures to
express warmth and also keep our customer’s minds on the color of coffee.
We will have cushioned corner chairs and multiple tables with chairs.
There will be a counter to hold all of the sugar and dairy that people can
add to their coffee to ensure it is just right. We will also display artwork on
the wall that will come from our customers, each month we will have a
different artist on display and they can have their artwork on consignment
with us if they choose.
3. We will offer many choices to the customer so that each customer
will be able to create the best drink for themselves. Our coffee selection will
include regular drip brew coffee, iced coffee, espresso, specialty coffee drinks
including breves, cappuccinos, lattes, macchiatos, and mochas. We will
specialize in freshly french pressed coffee to allow people to truly appreciate
every flavor that coffee has to offer. We will also offer a variety of natural teas.
All of our tea will be Terra brand tea. We will also have iced coffee available in a
medium roast and a dark roast. Flavoring will be available for every coffee
including hazelnut, vanilla, mocha, caramel, cinnamon and seasonal flavors
including pumpkin and peppermint.
Other beverages that will be offered in a cooler will include bottled
water, coconut water, juices, and soft drinks.
We will offer fresh bagels and muffins daily. In addition we will offer fresh
pastries, parfaits, organic yogurts, oatmeal, cereals, and fruit. Our sandwich
station which will open at 11:30 AM daily will serve ham or turkey sandwiches
on the customer’s choice of bread and toppings. We will have cheese and cracker
boxes and offer a different specialty soup each day.
We will be open the same hours as the mall is open. So Monday
through Saturday 10:00 AM to 9:00 PM and Sunday 11:00 AM to 6:00 PM.
4. Mission Statement:
To provide people with the fuel to move forward in the many different
paths during their day, one cup at a time.
Vision Statement:
To make ourselves known and reputable as a coffee shop that values
quality, kindness, and tastefulness.
Philosophy:
To only use quality and fresh ingredients that make it obvious to our
customers that we try harder and we care more about their daily coffee
indulgence.
About the Proprietor:
Rebecca Gray is a young, motivated individual. Her
strengths include her experience in customer service and her experience
working in the fast-paced coffee environment of Dunkin Donuts. She is
very knowledgeable about coffee and where it comes from and all of the
different varieties of it. Although her coffee experience was through a
franchise she is confident that she would create success in an
independently owned and operated coffee shop because of her current
independent characteristics.
One of her close family friends is also Ed Goyette, owner
of the successful, independent, Hampstead, New Hampshire-based
coffee shop, Bean Towne. Ed has made Bean Towne one of the great
gathering spots of Hampstead and would serve as a great opportunity for
Rebecca to learn from the best and already successful.
Although Dunkin Donuts has been in the mall for years
and has proven to be successful they are not as much of a threat to us as
one may think. We offer more than what Dunkin Donuts offers. Along
with each cup of coffee we will serve we offer knowledge on its origin,
care, precision, and customization for each and every cup. We don’t just
follow a corporate recipe, we offer coffee creations.
To prepare herself to be ready to open a coffee shop
Rebecca will attend the Ivy League Barista Academy, also known as the
number one school for opening a coffee business. There she will learn
more about the government’s involvement in the coffee industry,
methods of marketing coffee, merchandising and private labeling, flavor
options, advanced drink preparation, and the different roasting methods.
This intense training course will bring Rebecca a more in depth
knowledge of the coffee industry to improve upon her current knowledge
and research of it.
Vision
Philosophy
Mission
5. Management
Manager
• This position will require experience in management, customer service, and food service. The
candidate for this position will be required to submit a resume and verifiable references. The
candidate will be interviewed and hired by the proprietor. Must demonstrate superior
organizational skills. They must also be able to work well under pressure and make the right
decisions daily when the proprietor can not make decisions for them.
• The general manager will report directly to the owner. They will be responsible for the overall
management of the staff. They will work in conjunction with the owner in ordering supplies,
maintaining inventory, handling customer complaints and scheduling staff. Other duties would
include ensuring staff coverage for all shifts and reports to the owner.
Shift
Supervisor
• Must have experience in supervising other people or ample experience in the customer service
industry with potential to improve. Experience in a coffee shop setting is preferred. Must possess
superior organizational skills. They must also possess a friendly and outgoing personality and
have good personal hygiene.The candidate for this position will be required to submit a resume
and applications.The candidate will be interviewed and hired by the proprietor and general
manager. They will work under the general manager.
Team
Member
• Team members perform a multitude of tasks. Team members may perform food production
duties or serve customers at the cash register. Team members must also ensure operational
excellence by adhering to the systems and standards of the store. Some operations duties include
maintaining clean and organized workstation and ensuring a clean guest area. Team members
work in a team environment and must possess the ability to communicate effectively with
managers and coworkers. Experienced crew members may also need to train or support training
of new-hire crew members.
Goal: To have a team of highly motivated, competent employees that work together to make our
customers happy.
Our objectives in selecting our team will be to hire only people with barista experience, conduct
weekly meetings with the manager to discuss progress of each employee, create an environment
where all of the employees feel that they are welcome and can always ask for help, offer incentives to
employees based on customer feedback, and conduct reviews twice yearly. There will be three types
of positions available at Café Presse.
6. According to the Coffee Research Organization, coffee is the
second most traded commodity in the world. Coffee beans are probably one of
the few food products that are produced, used and loved by almost the entire
world. The popular consumer crop, one of the most highly valued items in
international trade, is grown in close to 80 tropical and subtropical climate
countries. About 17 billion pounds of green coffee are produced around the
world each year. The United States is the largest coffee consumer, drinking
close to 3 billion pounds of coffee each year. That means the United States
buys about one-fifth of the entire world's coffee crop annually. In 2004, more
than 25 million acres across Latin American, African and Asian nations were
dedicated solely to growing coffee beans, and that number continues to climb.
Also in a study done by the Coffee Research Organization they
find that Americans consume 400 million cups of coffee per day. That’s 1.33
cups per citizen. In the United States the coffee industry is a $19 billion
industry. Gourmet coffee is half of that industry. Trends have shown that the
coffee industry is only growing and the demand is getting higher each year.
Cafe Presse has the opportunity to grow and open in more malls once it is
successful in its first mall.
(Via: visual.ly/coffee-facts-0)
Industry Analysis
7. Target Market
Demographics:
male/female
age 18-55
shop at the mall
employed
may work at the mall in sales
position/management position
income $3,000/year+
drink a lot of coffee
Psychographics:
enjoy coffee
prefer a stronger cup than dunkin donuts
offers
Geographics:
live in Southern New
Hampshire/Northeastern Massachusetts
shop at the mall or work at the mall
Customer Buying Behavior:
They buy a cup of coffee to bring with them
to work or while on break or while
shopping. Impulse purchase for mall
shoppers because they will want to stop as
they’re walking by. Mall employees will
become regulars as they will tend purchase
before/during work whenever they’re
working.
Target
Market
8. Trade Area Demographics of the Rockingham Mall:
Trade area population: 417,172
Total daytime population: 198,250
Trade area households: 152,669
Average annual HH income: $84,018
Median age: 35
Approximately 60,000 recreational/vacation homes
in New Hampshire
By comparing our Target Market to the trade area demographics of
the Rockingham Mall it is clear that we have a perfect opportunity
to grow a successful coffee business.
