[Your Name]

[Your Title]
[Market Name]
[Main Business Address]

STARBOOKS CAF
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 caf dont.
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 caf 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 companys primary target market is men and women aged 25 25 to 40, appeal to
this consumer age group the cafs 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 caf 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

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

Weaknesses

Opportunities

Product offering
Market expansion

Advertising & sales

Advertising & promotional strategy

Start-up competition

Threats

National Competitors
Supply Disruptions
Market taste changes

Planned

Expected business improvement

Cost ($)

promotion

Target
date

/advertising type
Online

Quick gain of publicity

advertising (Web
Plan)

Acts

as

between

an
the

online

P 10,000

2017

P 8, 000

April

communication

customers

and

the

company.
It has a wider reach of advertisement
that will help the company.

Print
advertising

media 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.

2015

Planned

Expected business improvement

Cost ($)

promotion

Target
date

/advertising type
Reward Scheme

Increase repeat customers

Easy way to show the companys

P 15, 000

January
2016

personal side and remain competitive

Stronger relationship with customers

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 caf 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 caf dont.

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 Caf, 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 caf 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.
Expand the business and franchise to other location for
development.

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

Owners and the

management
August 2017

Owners and other future

investors

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