NESS P
LA
BUS
N
KOFIKEYO
"A delicious cup of heavenly coffee"
Presented by:
Juliane Eve A. Alicaway
TABLE OF CONTENTS
INTRODUCTION SLIDE 3 & 4
- Proposed name of the Business -Mission
- Address of the Business - Vision
- Description of the Business
- Location of the Business
STATEMENT OF PURPOSE SLIDE 6
INDUSTRY ANALYSIS SLIDE 7-12
- Coffee Shop Industry Analysis (Summary) - Barriers to Entry
- Company Description - Technological Factors
- Industry Analysis and Trends -Regulatory Factors
- Maturity and Trends - Supply and Distribution
- Environmental Impact
- Climate Changing
-Vulnerability to the Economic Factors
-Risks Analysis
-Seasonal Factors
TABLE OF CONTENTS
TARGET MARKETS SLIDE 13
- Drip Coffee Drinkers
- Coffee Shop Lovers
- Specialty Coffee Drinkers
- Whole Bean Buyers
IMPLEMENTATION TIMELINE SLIDE 14
MARKETING PLAN SLIDE 15 - 19
- Product - Pricing
- Place
- Promotion
- People
- Packaging
-Positioning
FINANCIAL REQUIREMENTS SLIDE 20-23
FINANCIAL SUMMARY SLIDE 24-27
INTRODUCTION
PROPOSED NAME OF THE BUSINESS: "KOFIKEYO"
ADDRESS OF THE BUSINESS: Muralla St. Intramuros, Manila
DESCRIPTION OF THE BUSINESS:
Derived from the words 'coffee' and 'kayo' which is coffee, basically means a drink that
people usually like to have before starting their day, and kayo from ‘Tagalog” words that
means all of you. “Kofikeyo” or coffee kayo is a term commonly said by people in the
Philippines in the morning when someone came into their house. We want this business
name to make our customers feel the kindness of the Filipino people and also the at-home
feeling whenever they are in our shop. “Kofikeyo” serves different kinds of coffee and
pastries that surely people will love. It has a mission of aiming to serve delicious coffee and
unique pastries with healthier ingredients. It also strives to provide good communication
with customers and the employees serve with integrity and kindness. It aims to make its
customers happy and satisfied with their gentle care and peaceful surroundings.
“Kofikeyo” also seeks the vision of striving to be known as one of the best coffee shops in town.
They're looking forward to being remembered as a coffee shop that serves unique and healthy
pastries. And lastly, it aims to create great experiences in just a sip and bite. “Kofikeyo” is a coffee
shop that will make you forget your problem, it is known for its tagline: "A delicious cup of heavenly
coffee.”
LOCATION OF THE BUSINESS:
The location of my coffee shop will be on Muralla St. in Intramuros because it is near to
different universities, beside a dormitory, and there are a lot of people who roam around in
Intramuros.
MISSION:
“Kofikeyo” aims to serve delicious coffee and unique pastries with healthier ingredients. We strive to
provide good communication with customers and we serve with integrity and kindness. We aim to
make our customers happy and satisfied with our gentle care and peaceful surroundings.
VISION:
We strive to be known as one of the best coffee shops in town. We're looking forward to being
remembered as a coffee shop that serves unique and healthy pastries. We aim to create great
experiences in just a sip and bite.
STATEMENT OF PURPOSE
Kofikeyo is seeking a loan to purchase
equipment and for other operations. The money
will be used for purchasing equipment, for
purchasing property, ingredients, or raw
materials. The loan I will get plays a crucial role
for my business as it will give me hope and
eagerness to start and make my business grow
and make it bigger and bigger. I will make sure
that lending me money is worth it as I am
thinking about modern strategies and ideas to
make my business popular and known.
EXECUTIVE SUMMARY
Coffee is one of the widely consumed beverages in the
world. However, the plant of coffee contains caffeine.
Brazil was the world’s largest coffee-producing country.
People across the countries are becoming addicted to
INDUSTRY coffee; coffee is in business for the past several years and
coffee chains are becoming popular among the people of
different age group, where people can go and enjoy
ANALYSIS coffee.
COMPANY DESCRIPTION
Filipinos drink coffee every day, coffee shops are becoming
popular in the countries; my business idea is to open my own
Coffee Shop. I will do my best to provide the best services,
including the best quality at the best prices to my customers.
However, the coffee shop will also have a small library, where
the people can come enjoy newspapers, books, and other
literature with the coffee. A coffee shop will also have wi-fi
facilities, so the people could come and enjoy long hours with
friends. The company tries to provide various facilities to the
customers, so they can get the best experience, with the
variety of wide range of coffee and snacks.
INDUSTRY ANALYSIS AND TRENDS
In the coffee shops industry; coffee shops are the rising
star, there are different types of coffee offered by the
INDUSTRY companies, including latts, espresso, cappuccino, etc. In
my coffee shop, there will also be all types of coffee, and
ANALYSIS
all the specialties will be provided with high quality.
However, there is an increase in the coffee shops, Coffee
is in trend; around 3.3 million 60kg bags of coffee is the
consumption of coffee in the Philippines from 2011-2020.
MATURITY AND TRENDS
In the coffee industry, there is considerable market
power; the industry is at the maturity stage, there
are many competitors in the market, including,
Starbucks and Dunkin donuts, they are getting
about 60% of the market share in the coffee
industry.
ENVIRONMENTAL IMPACTS
There are a lot of environmental issues that can relate to
the consumption of coffee, however, coffee naturally
grows, but deforestation is taking place, as the trees are
INDUSTRY affected, water pollution is also there, there are serious
environmental threats taking place. River pollution is
ANALYSIS
there due to the discharge from the coffee processing.
The soil quality is affected, agrochemical usage and the
waste from the coffee products can also affect the
environment and the health of the people.
CLIMATE CHANGE
Climate change can impact the industry, there are
warnings by the world’s biggest coffee producers
that climate change can result in severe risks to the
industry, however, in some reports it is analyzed
that climate change has already impacted the crops
of coffee across the countries.
VULNERABILITY TO THE ECONOMIC FACTORS
Coffee production is related to the climate variables so,
economic factors include ecological damages, which can
relate to the coffee industry, according to the farmer’s
INDUSTRY
survey, climatic events may result in the vulnerability of
the economic factors, example, droughts, heatwaves,
forest, strong wind, worrisome climatic events, etc.
ANALYSIS
RISK ANALYSIS
There can be many risks associated with the coffee
industry, the business, in this case, need to identify the
priorities. There is the need to identify the resources
and retailers form that the company can buy the coffee
at a good cost, however, if the coffee shop does not
understand the proactive risk related to the consumer
choices, taste, and preferences, then there could be
long-term issues and financial losses.
SEASONAL FACTORS
There are the seasonal factors of the coffee that can
affect the industry as well as the coffee shops; however,
it is needed to know that how coffee is dried, shipped, and
INDUSTRY
packaged, otherwise, there can be problems; coffee may
lose moisture with the time. There is a need to consider
coffee as seasonal produce, as in summers very few
ANALYSIS people drink coffee.
BARRIERS TO ENTRY
For the coffee shop, there are barriers to entry into the
market, however, there are many other recognizable brands
of coffee in the industry, there is a need the marketing for
the new brand or major players, people may not have the
brand awareness, people or customers concentration on the
major brands.
TECHNOLOGICAL FACTORS
There are technological factors that are affecting the
industry, as people are buying sophisticated home brewing
machines and making the coffee at home, however,
companies like Starbucks, have increased customer
INDUSTRY efficiency by using automatic espresso machines, the
coffee is given in 3 minutes.
ANALYSIS REGULATORY FACTORS
There are strict regulations on the coffee industry, as there are
the new organic rules, the coffee shop now has to cooperate
with the suppliers, so that there could be the fair trade,
regarding ethical reasons, in the value chain, the
advertisements and location should be effectual and there
should be positive public relations.
SUPPLY AND DISTRIBUTION
The supply of the coffee is based on the frequency of the
customers' purchases the coffee, however, the customers have
the power, coffee shop chains need to secure the price stability
as there are the dairy products, the suppliers need to meet the
different demands, from the customers, consequently suppliers
need to maintain the quality.
DRIP COFFEE DRINKERS
- My target markets are students and business workers on their way
to work or class, who want a cheap cup for the caffeine kick.
COFFEE SHOP LOVERS
-People who spend time at shops and cafes where specialty drinks
and regular cups of coffee are available along with an inviting
atmosphere.
SPECIALTY COFFEE DRINKERS
-Espressos, cappuccinos, lattes, and mochas are just the start, if
you want to sell specialty coffee drinks. The target market for this
coffee product consists of those who love specific ingredients in
their coffee-based beverage, and are willing to pay a premium to get
what they want.
TARGET WHOLE BEAN BUYERS
-Another target market consists of people who buy whole bean coffee to
MARKETS make at home or in the office. These buyers ask to have the beans
ground in the store, or they grind the coffee themselves, for the
freshest cup possible.
IMPLEMENTATION TIMELINE Arranging of
equipment and
goods bought also
accepting of
applicants or
seeking of
Purchasing of
personnel needed
equipment and
for operating the
goods needed for
business.
the business.
Jun to Aug Sep to Nov
TASK 1 Year 2022 Year 2022 TASK 4
Jan to May TASK 2 TASK 3 Dec Year 2022
Year 2022
Dry run of the
Seek funds that Business
will be used for
operating the
business.
MARKETING PLAN
PRODUCT:
- My product is coffee and it aims to give relaxation and calm feeling by our services. My main
product is coffee, we all know that coffee is to give an awakening vibe. My goal is to feel awake to
every customer on our hot coffees when they are going to work, feel a relaxation with our mixed
coffee and milk, hang out with friends on our teas. I wanted our customers to think of our product
and ambiance to be their comfort zone and serve them what they deserve after a long day of work.
PLACE:
Muralla St, Intramuros, Manila
- I decided to select this location because this is where I can attract my target customers such as teenagers,
students, sightseers, commuters, etc. This place is near around different universities and dormitories. This location
gives a positive ambiance to our business because of its rich history and culture that makes a sip of a coffee even
better. The area I selected is surrounded by different museums, a church with religious artwork, colonial houses, and
even a horse-drawn carriage or “Kalesa” that creates a nostalgic feeling as based on the article entitled “why do we
love nostalgia so much?” By Charlotte Giver, studies have found that this feeling can warm bodies and hearts that
helps them regulate their bodies temperature on cold days and according to this article nostalgia makes our life
meaningful, this feeling can create a positive outcome to my customers that allow them to go back to my shop. An
environment like this was perfect for a great way to start the morning or any time for a coffee. I also have different
things to offer for anyone who needs a private meeting for a group to discuss inside my shop without interruptions
and at the same time enjoying our service and the view.
PROMOTION:
- To promote my coffee shop to the people, I thought of different kinds of strategies that will help my shop to
be known. The following are the strategies to promote my shop:
Flyers and leaflets
- I will be handing out flyers and leaflets in the streets, outside the universities, train stations. And in front of the
church. The flyers contain the list of the products that we offer, aside from that, it also includes the freebies and
coupons that we will be giving out for our first-time customers, and I will be giving loyalty cards to the customers
who visit my shop more than 10 times, this card will give them discounts and incentives so that they will keep on
coming back to my shop regularly.
Facebook
- I can use this media for promoting my shop since a lot of people nowadays use Facebook. I will make a
page to promote my shop and what I can offer. Using Facebook to promote helps my business to be known
since it can spread fast by sharing the page or post and people can recommend it to their friends and also
free to share their experiences in my shop.
Twitter
- I can also use this platform in promoting my shop. A lot of teenagers used this site nowadays, so it is a
good idea to promote on this site because messages can spread fast by retweeting a post, and by that
maybe we can get new customers.
Instagram
- This site uses the same powerful advertising tools like Facebook and Twitter. I can define my target
audience, use captions and hashtags so people can easily know what kind of shop and product I am selling
and I can create a theme and put some good photos that will gain the interests of the people since we all
know that Instagram is a site where you can see good and aesthetics photos.
PEOPLE:
As a newly built coffee shop, I will have two baristas on each shift that brew the best-tasting coffee. My shop
will open 12 hours a day, I will have 4 baristas and one or two part-time employees with flexible schedules to
cover shifts if full-time employees cannot work certain days. 4 waitresses to serve food to guests and clear
tables, also to have someone who greets customers as they walk through the door. 2 cashiers, they are also in
charge of cleaning up and keeping an eye on inventory, receiving payments and issuing receipts on every
customer. 2 professional bakers that is responsible for baking delicious and overwhelming cakes and cookies
for our customers. An accountant that will take care of our books, taxes, payroll, and other financial matters.
Lastly, a manager who runs the day-to-day operations of a coffee shop. From staff training to enforcing
customer service standards, managing inventory, and taking care also of financial matters.
PACKAGING:
We will use a paper cup for hot coffee a plastic cup for iced coffee, a coffee sleeve, a coffee holder, and a
paper bag that has an imprinted name and logo of our coffee shop. We will also sell mugs and tumblers. We
are also going to give discounts to the customers who will bring their own mugs or tumbler because this is
our way to encourage our customers to bring their own mug or tumbler to reduce using single-use cups and
plastic cups
POSITIONING:
In today’s generation, we have what we called the aesthetic vibe. Since a lot of people are stressed, I decided
to make my shop a place where stress and problem can be forgotten. Aesthetic, it was a feeling or things
that we prefer beautiful, calm, and peaceful. My business will have this aesthetic feeling that will directly hit
the mind of our market. Starting from my place which we will prefer to make it as peaceful as what our
market will need with the at home feeling and the thought of a safe haven. To our product, a coffee that has
an organic ingredient together with our healthy pastries that will create the calmness feeling in our market
when they have it. This product and place our market will surely love “Kofikeyo” and after one visit at our
shop they will realize that there's something magic inside and by this, they will surely come over and over
again
PRICING
FUNDING REQUIRED (Estimated): ₱260,000
FINANCIAL SUMMARY
