BOUTIQUE CAFE

Marketing Plan
 Boutique Café – The Idea

• Boutique Café is a unique concept providing a café experience coupled with a cozy and nice café
with comfortable and relaxed atmosphere.

• Boutique Café is the alternative to fast food/commercial shops and offers a much calmer, civilized
gourmet experience. There are no televisions in the café, the café is reminiscent of times gone by –
yet is cutting edge technologically with WIFI and state of the art machines.

• Boutique Café is a medium size cafe for around 50 people maximum inside which does not require
much staff to operate there.
 Background

• My mission is to provide a friendly, convenient environment where the customers can receive
quality food, drinks and service at a reasonably price.

• It will focus all types of customers such as youngsters, mature, professionals etc.

• My café will offer a variety of coffee choices to the customers. Smoothies, sodas, soft drinks, and tea
of all sorts will be available.

• The café will also serves deli-styles breakfast sandwiches with the freshest ingredients, muffins,
croissants, cinnamon rolls, coffee cake, and other tasty treats.

• Boutique Café will be open from 6 A.M. to 9 P.M. Everyday.

 Organizational Structure

• Boutique Café will employ General Manager(s) who will take charge of other employees and the
overall operation of the business.

• Boutique Café will rely on its POS (Point of Sale) system to generate daily accounting and cost
activity reports. General Manager will supply these to an outside bookkeeper for preparation of
annual income taxes.
 SWOT Analysis

STRENGTH WEAKNESS
•Reasonable prices, wide variety of coffee and • Existing competitors
drinks, a lot of home made treats • New in the business
•Ensure quality of product • Turn down in the economy
•Focus on customers treats and preferences • Start-up costs
•Convenient and friendly environment • No reputation

OPPORTUNITIES THREATS
•Differentiation by pricing •Starbucks, McDonalds and other local café
•Diverse target market •Government rules and regulation
•Introduce online/telephone order system
•New machines are introduce in the market
•International look
 Market Analysis

Target Market: My target market will be to anyone who enjoys coffee, but I will mainly target
people age 15 and older, both male and female, and who are of the working class and students.

Market Trends: Coffee is the drink of choice for many people across the world. Every morning
millions of people rely on their morning fix to get going for the day.
• Growth rate of the market is around 20% annually and is expected to remain in double digits over
the next decade.

Competition: My competitors would be Starbucks, McDonalds and other local cafes. But major is
college cafes and restaurants in nearby vicinity.
 Marketing Mix Strategy

PROMOTION

Flyers - on cars with business name and logo

20% offer any drink of any sizes if you bring the flyers during first week of opening

Advertisement
Two coupon for 35% offer any purchase over RM100 in local newspaper
Social media (Facebook, Twitter, Instagram)
Store front display
College and University Campus
Local Buses and Cabs
Discount coupon on frequent visit
Local FM radio advertisements
 Marketing Mix Strategy

PRODUCTS

Expresso Drinks: Americano, Breve, Cappuccino, Latte, Mocha, Machiato

Coffees: Daily Brew (Regular/Decaf), Organic French Roast, World Tour Blend

Other Drinks: Hot Chocolate, Hot Tea, Chai Tea Latte, Kid’s Hot Cocoa, Fountains Drink, Juice, White
and Chocolate Milk

Bakery: Breakfast Sandwiches, Assorted Brownies and cookies, Bagels, Muffins, Cinnamon Rolls,
Pies and cakes by the slice, Croissants

Smoothies: Fruit, Blended Iced Coffee Drinks

Iced Drinks: Coffee, Jumpin’ Java, Iced

 Marketing Mix Strategy

PRICE
The pricing would be as follows:

PLACE

Product will be dispended from our one and only shop. We will provide home delivery.
 Budget Estimation

START-UP COST
First Month Rent: RM2,000/- month

Modernize Fee: RM5,000/- (Impression: calm comfortable soft mood light music, painting make
guests feel at home

Furniture Fee: About RM2,000/- Sofa, Bar counter, Tables, Chairs

Equipment Fee: About RM8,000/- Coffee machine, Coffee mill, Air conditioning, Stereo, Cash
Registers, Water treatment

Supplies Fee: RM500/- Coffee snacks, Coffee cup, Napkin, Forks and Knives etc

First Month Utilities Fee: RM1,500/- Water, Electricity, Internet

Advertising Fee: RM500/- for first month

 Budget Estimation

EMPLOYEE PAY

Waiter & Waitress & Cashier & Coffee Maker

•RM30/- per hour

Manager
•RM4,000/- per month

Accountant
•RM2,500/- per month

Total Monthly Pay: RM10,100/-

 Budget Estimation

OPERATING COSTS

RM2,000/- Utilities per month including fuel, water, electricity and telephone charges

RM24,000/- Rent for each year

RM10,100/- Salary per month

RM5,000/- Supply cost of each month including coffee, snacks, cups, napkins

RM6,000/- Advertising cost per year

RM7,200/- Insurance per year

RM20,200/- An estimate per month for total operating costs

Budget Estimation

TOTAL START-UP COST TO OPEN

RM30,000
 Budget Estimation

PRICE AND REVENUE

Coffee: RM5/- to RM12/- (Depends on the flavor)

Breakfast: RM3/- to RM6/- (Depends on the item)
Cake: RM5/- to RM10/- (Depends on the serving)
Cookie: RM4/- to RM8/- (Depends on the serving)

Estimated Sell 125 cups coffee, 50 pieces of breakfast, 30 pieces of cakes and 30 pieces of cookies

Day Revenue = 6*125 + 3*50 + 5*30 + 4*30 = RM1,170/-

Monthly Revenue = RM1,170*30 = RM35,100/-

 Budget Estimation
GOVERNMENT TAXES

Sales Tax
•6% * Revenue = RM2,106/-

TOTAL MONTHLY TAX EXPENSES RM2,106/-

 Budget Estimation

MONTHLY PROFIT

Monthly Cost:
Total Operating Cost RM20,200/-

Monthly Revenue
Total Revenue – Total Operating Costs – Taxes =

RM35,100 – RM20,200 – RM2,106

= RM12,794/-
 Budget Estimation

FUNDS BORROWED
RM30,000 from CIMB Bank
5 years
Interest Rate is 12.50%
Monthly Repayment RM812.50

PAY FOR THE LOAN

Monthly Profit – Monthly Payment = Monthly Remain

RM12,794 – RM812.50 = RM11,981.50

 Financial Analysis

35
30
25
20 Revenue
15
10 Profit
5 Cost
0
Q1Y1 Q1Y2 Q1Y3 Q1Y4
Considering a conservatif approach, we expect the Break-even Point to be reach early in the Quarter II
of operations
 Implementation and Control

The purpose of Boutique Café marketing plan is to serve as a guide for the business.

The following area will be monitoring to gauge performance:

Revenue: monthly and annually
Expenses : monthly and annually
Customer satisfaction

PHYSICAL TRAINING
Smile
Manners
Good posture for long time
Balance
Talking skill
Operation of the machine
 Implementation and Control
SKILL TRAINING
Familiar with our product
Coffee culture
Proper reaction
Inner decoration
Never judge a person by his/her appearance
Cooperation and leadership

Waiter x4

Human Resource
Cashier x2
(Training, Service)

Manager
Coffee Maker x2
Accountant