Caf Ambience

Where real taste and

happiness lies

MEMBERS
Azeem ullah
Abbas khan
Azfara ali
Faiza hussain

Table of content

Introduction
Executive summary
Mission statement
Slogan
Goals
Marketing plan
Financial plan
Organizational plan

Introduction
Type of business: caf and fast food
Name of the business: Caf Ambience
Location: phase 1, Hayatabad.

Executive summary

Full-service restaurant/cafe
Heart of Peshawar city Hayatabad.
Its coffeehouse with a dessert bar, fast food ,lunch, dinner .
Products at a very reasonable and competitive prices
Goal is to be well known and have market share
Target people of middle and high class of Hayatabad and near
by areas like town etc
Target age is who enjoys coffee and above 18 and specially
students.

Continue.

Our main competitors are Celeste, caf crunch etc

Promotion through social sites and bill boards
Initial investment needed 14 million
break even in third month
Sales average per day 26797
Celeste average 75000, central perk 55000, caf
crunch 100000.
First year profit estimated 3370737

Continue
Profit and loss will be divided according to their
investment
Employees must have education of 14 years
Meeting conducted on monthly basis to check on
market strategy

Mission statement
The Ingredients and technology that we use, the
quality service and product that we provide in a
very relax environment at a reasonable prices to
our guest, the compensation we give to our
employees will be the best in our competitive
market.

Slogan

Where Real taste and relaxation lies

Goals
Short term goal:
Use the quality of our service and product and
advertizing to soon become well-known throughout
Peshawar.

Long term goal:

Expand business to other

Marketing Plan

Table of content

Target market
SWOT analysis
Competitive analysis
Product
Price
Promotion
Location
Value preposition

Target market
Who enjoys coffee and fast food
Middle and high level
Hayatabad residence
Near by areas
Students

SWOT Analysis
Strengths:
Quality of product & service
Location
Atmosphere
Opportunity:
Expansion
Increase quality of service
Reduce prices

Continue
Weaknesses:
Only one location

Threats:
Other cafs opening
Price of food increasing
Suppliers going out of business

Competitive Analysis

Celeste

Central perk

Caf de Milano

Caf Crunch

Virsa

Product
The best quality of product and services

Coffee
Fast foods
Beverages
Lunch
Dinner

Price
Our food, drinks, and entertainment options are
priced to give us an attractive margin while at the
same time offering value to the consumer. We focus
to provide food products to our valued customers at
a very reasonable and competitive price. We also
want the experience to remain fresh. Therein lies
why the food, beverages, and
musical/entertainment programming will be
relatively flexible and reasonable.

Promotion
Our promotion strategy will emphasis on to attract /
aware many people and relatively at minimum cost.

Social networking sites

Billboards

Location
Location plays an important role in success of
business
Main points of concern include access to potential
customers
Phase1, beside UNI , near bagh-e-naran, hayatabad,
Peshawar.

Value Proposition
We think our value proposition is quite clear and
quite easily distinguished from most others cafes in
the market. We offer affordable and accessible
menu items and entertainment as measured by their
inherently natural value, at an reasonable price that
will encourage regular visits.

Financial plan

Table of content

Initial investment
Fixed cost
Variable cost
Daily sales
Income Performa statement monthly
basis
Income statement for 3 years
Cash flow statement
Balance sheet
Break even point

Initial investment
Large amount of capital needed for start up and for
first month operations.

The estimated cost of interior and exterior design

and decoration.

Infrastructure cost est.

12.5 million

first month operation funds needed

0.93 million

Fixed cost
Fixed Cost (Monthly):
Rent
50,000
Salaries
200,000
Gas bill fixed cost
300
Electricity bill fixed cost
300
Depreciation
83,333
--------------------------------------------------------Total fixed cost
333,933

Variable cost
Cost of food items
280,000
Gas bill
25,000
Electricity bill
60,000
Office expenses
5,000
Advertisement exp.
200,000
-------------------------------------------------------Total Variable cost
570,000

Daily sales
According to our competitors sales average per day
Celeste
Central perk
Caf crunch

75,000
55,000
100,000

At third month we doing break even and our sales

Caf ambience

26797

PRO FORMA STATEMENT

Jan

Feb

Mar

April

May

June

July

Aug

Sep

Oct

Nov

Dec

total

Sales

500000

6600000

803933

960000

989000

104000
0

110000
0

120000
0

134000
0

145000
0

146500
0

155000
0

13057933

CGS

280000

280000

280000

310000

310000

310000

320000

340000

350000

370000

370000

400000

Gross
profit

220000

380000

523933

650000

679000

730000

780000

860000

990000

108000
0

109500
0

115000
0

3920000

9137933
Opera
Salarie
s

200000

200000

200000

200000

200000

200000

200000

200000

200000

200000

200000

200000

Rent

50000

50000

50000

50000

50000

50000

50000

50000

50000

50000

50000

50000

utility

85000

85000

85000

85000

85000

85000

85000

85000

85000

85000

85000

85000

Line
rent

600

600

600

600

600

600

600

600

600

600

600

600

200000

200000

100000

100000

Dep.

83333

83333

83333

83333

83333

83333

83333

83333

83333

83333

83333

83333

Off

5000

5000

5000

5000

5000

5000

5000

5000

5000

5000

5000

5000

Net
pro

(40393
3)

(243933)

126067

255067

306067

356067

386067

566067

656067

671067

696067

2400000
600000
1020000

Advert

7200
-

50000

30000
680000
999996
60000

337073
7

Performa statement
for three years
Year1

Year2

Year 3

Sales

13057933

15040000

16500000

Less: CGS

3920000

4320000

4800000

Gross profit

9137933

10720000

11700000

Salaries

2400000

2400000

2400000

Rent

600000

600000

600000

7200

7200

7200

Depreciation

999996

999996

999996

Utilities

1020000

1020000

1020000

Advertizing

680000

700000

810000

Office expense

60000

60000

60000

3370737

4932804

5802804

25.81

32.79

35.16

Less: opera exp.

Line rent

Net profit
Net profit/ sales

Cash flow statement

At year 1 end:
Cash flow from operating activities:
sales

13057933

CGS

(9687196)

Total cash from operations

3370737

Cash flow from investing activities:

Infrastructure

(12500000)

Total cash from investing activities

(12500000)

Cash flow from financing activities:

Owner investment
Cash flow from financing activities
Net increase:

14000000
14000000
4870737

Balance sheet
Assets

Liabilities / owners equity

Liabilities:

Cash
Equipment

4870737
and infrastructure

Less: depreciation
Book value of equip and infrastructure
Inventory

12500000
999996
11500004
999995

Total liabilities

000

Owners equity:
Azeem

Total asset:

17370736

4342684

abbas

4342684

Azfara

4342684

Faiza

4342684

Total owners equity

17370736

Break even point

The sales at which we will do our breakeven where
our sales will be enough to cover fixed and variable
costs.

The breakeven point of sales is 803933.

Organizational plan

Table of content

Type of business
Name and investment of members
Duties of members
Employee specification
Risk
Contingency plan

Type of business
Partnership
Partnership deed
Profit and loss according to investment
Role assign according to knowledge of member

Name and Investment

Four members
Azeem Ullah

3.5 million

Azfara Ali

3.5 million

Faiza hussain

3.5 million

Abbas khan

3.5 million

Total investment

14 million

Duties of Members
Duties are assign according to their specialization
Azfara ali

MARKETING

Abbas khan

HRM

Faiza hussain

OPERATIONAL AND R&D

Azeem ullah

FINANCE

EMPLOYEE SPECIFICATION
14 years education
Knows English , Urdu, Pashto and Farsi
5 chefs and 7 servers
Conduct monthly meeting

Risk
Risks that are associated to our business and may
threaten it.
Fire: in case if the whole caf catches fire so we
will use fire extinguishers.
Earthquake: we will use high quality of materials in
construction for protection against earthquake.
If another caf opens nearby so it may threaten our
business.
If delivery truck gets into an accident so it will
greatly affect our daily operations.

Contingency plan
In case the business was not successful we will
switch to children gaming zone and than
accordingly we will make the plan for it.

Thank you