Small Business Plan

Business Type: Authentic Italian Style Coffee Shop

Justification:
The coffee sector is a large market, with shops serving coffee appearing on
every corner. However the niche of quality, authentic coffee is still rather
unexplored in the Australian market with large coffee chains earning a
reputation of mediocre and expensive coffee while serving equally expensive
and poorly made snacks. Such a new coffee shop will spark a rejuvenation of
the passion and love of coffee, and the social perks it brings.

Business name: Tesoruccio

Logo:
Marketing campaign: Tesoruccio aims to appeal to the teenager to
young adult market. Being a small business, marketing budget will be small
therefore the choice of marketing will be through radio advertisement on
local radio, as well as signs with the company logo and potential discount
offers to establish a customer base.

Incorporating the Four Ps:

In order to achieve success, a business must heavily consider the following;
Product - are the goods and services that your business provides for sale to
your target market. When developing a product you should consider quality,
design, features, packaging, customer service and any subsequent aftersales service.
Place - is in regards to distribution, location and methods of getting the
product to the customer. This includes the location of your business, shop
front, distributors, logistics and the potential use of the internet to sell
products directly to consumers.
Price - concerns the amount of money that customers must pay in order to
purchase your products. There are a number of considerations in relation to
price including price setting, discounting, credit and cash purchases as well
as credit collection.

Promotion - refers to the act of communicating the benefits and value of your
product to consumers. It then involves persuading general consumers to
become customers of your business using methods such as advertising,
direct marketing, personal selling and sales promotion

Structure: Limited Partnership

Factors Influencing Structure:

Relatively easy and inexpensive to set up

Lesser liabilities for general and limited partners from negligence
Lesser reporting requirement
Better for raising capital in a straightforward way
A person may be admitted as a partner of the limited partnership
without the need to obtain consent of any other limited partner
Can provide better products and services due to combined experience
and knowledge or partners

Goals and objectives:

Short term
Break even as soon as possible
Maintain control of business operations
Repay bank loans
Settle a large customer base
Long term
Expand business into other major cities
Increase market share
Become Public Limited Company
Increase share value
Purchase investment capital to increase business stability
Business products;
Coffee:

Floor Plan:

Location:
Alexandria, Sydney 2015
Rent: $755 + GST per week
Purchase (preferred): $70000 + tax
Size: 240 m^2 floor area

Reason for location:

Alexandria is located closely between UNSW and Sydney University, right
next to the off campus dormitories, which is in prime location to appeal to
the target market. Currently the property does not reflect the indented vibe
or feel of the shop in which we wish to create.
Current features include

Fully equipped kitchen

High seating number license
High foot traffic
Desirable location
License to operate 7 days/6 nights
Abilitity to rent upstairs residence

Photographs

Financial forecasts:
Mortgage amount

$70,000

Term of loan

3 years

Interest rate

5.28 %

loan repayment

486

Home & contents

insurance

58

Rates

11

Total weekly ongoing

cost

$555

Break even analysis:

Main competitors:
Sonoma Bakery Cafe Alexandria
32/44 Birmingham St
Sydney New South Wales
Park Cafe Restaurant
1 Brennan St
Alexandria NSW
(02) 9690 0393
The Grounds of Alexandria
Building 7A/2 Huntley Street
Alexandria NSW
(02) 9699 2225

How is our business set apart from competitors?

Tesoruccio aims to provide a personal and social experience, aiming to create
a hub in which the target market becomes established and then to keep and
increase the customer base. Unlike our competitors, Tesoruccio is including
the romantic appeal of the foreign

Strategies for overcoming competitors:

Evaluation:
Bibliography:
Price of Australian radio advertisement
http://www.radioresults.com.au/radio-results-blog/how-much-does-radioadvertising-cost
Four Ps of marketing
http://toolkit.smallbiz.nsw.gov.au/part/3/12/56
Structure
http://www.fairtrading.nsw.gov.au/ftw/Businesses/Business_structures.page
Location of shop
http://australia.businessesforsale.com/australian/Sydney-Fringe-Cafe-ForSale.aspx