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Coffee Shop

Company Ownership Dark Roast Java is a privately held corporation. It is registered as a state LLC Corporation, with ownership shared by Ned Powers-Sebastiane, Victor Lubitsch, Curt Yamaguchi and other outside investors.


Read more: http://www.bplans.com/coffeehouse_business_plan/company_summary_fc.php#ixzz1wntg2bC2

Start-up Summary Start-up expenses are in line with those of other coffeehouse chains. For example, Starbucks spends approximately $380,000 on average to build-out a new store location. Our costs are an estimated $225,000 and $25,000 for opening inventory and operating capital. Future stores should cost no more than $175,000 to build out since many of the costs incurred here will not have to be repeated later.

The Start-up requirements, below, include $77,000 of short and long-term assets.

Long term assets: $62,000

Undercounter Refrigerators

Service/Prep Counter

$5,000

$12,000

Ice Machine

$3,500

Large Refrigerator

$1,000

Milk Coolers (3)

$1,000

Cash register (2) Point of Sale System

$14,000

Espresso Machine

$11,000

Fetco Coffee Brewer Counters/Condiment bar/shelving

Short-term assets: $15,000

$2,500 $12,000


Tables, Chairs, Furnishings

$12,000

Persian Carpet

$1,000

Lighting Fixtures

$2,000

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Start-up Requirements

Start-up Expenses

CONSTRUCTION

$0


Site design, architectural plan

$10,000

Demolition/Construction

$25,000

Electrical, Lighting

$12,000

Electrical, Other

$10,000

Flooring/installation

$5,000

Bathroom Construction

$4,000

Plumbing

$10,000

Fireplace Construction

$5,000

Painting

$2,500

City permits/licenses/fees

$6,500

Inserted Row

$0

LEGAL

$0

Accounting

$2,000


Legal

$4,000

Insurance

$2,500

Inserted Row

$0

MARKETING

$0

Opening marketing/advertising

$3,000

Graphic design for signage, menu boards

$2,000

Outside Signage

$1,500

Frequency Cards, Brochures

$1,500

Inserted Row

$0

OFFICE

$0

Office equipment

Computer, scanner, printer

Telephones/Fax/DSL

$600

$2,000

$500


Stationery etc.

$1,000

Gift item displays (3)

$1,500

Inserted Row

$0

APPLIANCES, ETC

$0

Preparation equipment

$1,000

Dishwasher

$3,500

Blenders (3)

$2,000

Microwave

$500

Panini maker

$700

Storage racks

$1,000

Music system

$800

Food display case

$6,000

Storage room shelving

$1,000


Bulk bean grinder

$700

Sinks (2), prep counters

$1,200

Menu board construction

$2,500

Cups/Lids (50,000)

Total Start-up Expenses

$14,000

$147,000

Start-up Assets

Cash Required

$1,500

Start-up Inventory

$25,000

Other Current Assets

$15,000

Long-term Assets

$62,000

Total Assets

$103,500

Total Requirements

Read more: http://www.bplans.com/coffeehouse_business_plan/company_summary_fc.php#ixzz1wnwjQmBR


Products

Dark Roast Java sells high-quality specialty coffee beverages, tea, juice, water, soft drinks, pastries, chocolates and gift items. Despite being an upscale coffeehouse, our prices are in line with the leading national chains.

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnwzC6kK

Vendors Coffee roasting is provided by Grizzly Mountain Coffee Company, Pleasantville. Tea is primarily supplied by Harney & Sons Tea, Connecticut. Our water vendor is Crystal Geyser, St. Helena, CA Juices are provided by Longhorn Orchards, Corpus Cristi, TX (fresh orange juice and lemonade) and Genesis Juice, Eugene, OR Pastries are provided by local Pleasantville companies such as D'Angelo's Bakery, Pleasantville Biscotti and Pleasantville Cheesecake.


Chocolates and cocoa are from Ghirardelli Chocolate Company, San Francisco, Bellagio, Los Angeles and Black Forest Chocolates, Arnold, CA Gift items are from various vendors Soft drinks are provided by Sprecher's Brewery, Milwaukee, WI, and Thomas Kemper Soda, Seattle, WA

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnx8ipxY

The Dark Roast Java Menu The Dark Roast Java menu sets us apart from other coffeehouses, giving us a competitive edge.

We offer six groups of drinks—coffee, tea, Italian sodas, smoothies, juice and cocoa—with several choices within each group. This enables us to provide more variety than our competitors while keeping the preparation of the drinks easy to execute.

We are taking advantage of the immense popularity of flavored drinks and Chai tea by offering a product mix that includes items the other coffeehouses don't carry as well as more familiar drinks.

We are the only coffeehouse to have a wide range of gourmet hot cocoa.

Dark Roast Java offers several smoothie drinks and Italian sodas.


We carry the highest quality fresh juices.

Prices have been determined after a thorough analysis of all food costs for every item in each drink. In some cases, an average price has been calculated and applied to all similar drinks in order to keep the menu from confusing the customer.

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxFKMpO

Coffee and Espresso Drinks COFFEE

Coffees of the day: Dark Roast Java Blend, Riviera Roast, and Molokai Swiss water process DeCaf. $1.60 Regular $1.85 Large

ESPRESSO

Name

Description

Espresso

A double shot of straight espresso.

Caffe Americano

Espresso combined with hot water, a gourmet brewed coffee.

Regular

Large

$1.75 Double

$1.85

$2.25


Espresso with a smooth topping of milk foam.

Cappuccino

Espresso combined with steamed milk, topped with a

Caffe Latte

small amount of velvety milk foam.

A Caffe Latte combined with Ghirardelli chocolate,

Caffe Mocha

topped with whipped cream and chocolate shavings.

Espresso

A straight shot of espresso topped with a spoonful of rich

Macchiato

milk foam.

Espresso Con

A straight shot of espresso topped with a generous

Panna

dollop of whipped cream.

Espresso Latte

Our famous latte made even more creamy with half and

Breve

half.

Espresso "Red

Espresso combined with our gourmet coffee of the day to

Eye"

get your day going.

$2.50

$3.50

$2.75

$3.25

$3.00

$3.75

$1.75

$2.50

$1.75

$2.50

$2.50

$3.50

$2.00

$2.75

COFFEE DRINKS

Name

Description

The Banana

Coffee. Warm milk. Banana, macadamia nut and vanilla syrups.

Nut Java

Topped with whipped cream and cinnamon dusting.

The Cafe

Coffee. Warm milk. Amaretto and vanilla syrups topped with

Milano

whipped cream and almonds.

Small Large

$2.75 $3.75

$2.75 $3.75


FLAVORED ESPRESSO DRINKS All flavored drinks feature quality Monin and Ghirardelli syrups.

Name

Description

Regular Large

Cappuccino made with vanilla flavored milk foam.

$2.50

$3.50

Vanilla Latte

A Caffe Latte with vanilla essence added.

$3.00

$4.25

White Chocolate

Espresso, white chocolate flavoring and steamed milk

Latte

topped with velvety foam and white chocolate shavings.

$3.00

$4.25

$3.00

$4.25

$3.25

$4.50

$3.00

$4.25

Vanilla Cappuccino

The 50/50 Latte

Espresso. Vanilla and orange syrups, steamed milk and whipped cream topping.

The Raspberry

Coffee. Raspberry and chocolate syrups. Half and half.

Mocha Latte

Whipped cream topping.

Chai Latte

Espresso. Chai. Steamed milk and whipped cream.

HOT COCOA DRINKS All hot cocoa drinks are $2.75

Name

Description

French Vanilla Cocoa

Hot cocoa with vanilla and whipped cream.

White Chocolate Cocoa Hot cocoa with white chocolate and whipped cream. Chocolate Truffle Cocoa

Rich dark hot cocoa with whipped cream topping.


Holiday Spice Cocoa Peppermint Cocoa Ovaltine

Rich hot cocoa and holiday spices. Topped with whipped cream. Rich chocolate and refreshing peppermint. Topped with whipped cream. Ovaltine Chocolate Malt and milk.

SMOOTHIES All smoothies are $3.75

Name

Description

The Espresso Chocolate Malt

A chocolate malt for grownups.

The Double Dutch Chocolate Smoothie

Very chocolatey!

The Mocha Smoothie

An all-time favorite.

The Vanilla Smoothie

Rich natural vanilla flavor.

50/50 Smoothie (Orange and Vanilla)

A 50's favorite.

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxMUuqy


Teas ICED TEAS Classic American Iced Tea, just like you remember as a kid. $1.50 Small, $1.75 Medium, $2.00 Large

HOT TEA $1.50 Regular

Earl Grey English Breakfast Peppermint Herb Apricot Earl Grey Lavender Darjeeling Formosa Oolong Golden Flowers Herbal Herbal Lemon Tropical Green

CHAI TEAS (hot or ice blended) Chai Original (regular or decaf): Vanilla Chai:

$2.00 Regular $3.00 Large

$2.00 Small $2.50 Medium $3.00 Large

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxUexs3


Juices

Name

Description

Fresh squeezed orange juice

Old-fashioned Lemonade

Genesis Juice Martinelli's Apple Juice (regular and sparkling)

Exclusively from Longhorn Orchards, Corpus Cristi, TX

Made fresh daily from Pleasant County lemons. Protein Boost, Green Machine, Mango and Guava. A San Francisco favorite.

Crystal Geyser Juice Squeeze

Regular Large

$1.50

$2.75

$1.50

$2.75

$2.95

$2.00 $2.50

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxbR4Nt

Italian Sodas ICED ITALIAN SODAS Sparkling spring water, flavoring and ice. Blended or on the rocks.

Medium $1.50, $2.25 Large

Orange Soda Strawberry Soda Lemon Soda


Cherry Soda Raspberry Soda Cream Soda (made with half & half) Peach Soda Kiwi Soda Melon Apple

SPECIALTY ITALIAN SODAS All $1.75 Regular, $2.50 Large

Name

Description

The Dreamsicle

Sparkling spring water, ice, half and half, vanilla and mandarin orange

Soda

syrups.

Cherry Vanilla Soda Sprite, ice, cherry and vanilla syrups.

The Chocolate Soda Our version of an egg cream.

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxihv7G

Other Drinks


Name

Description

Geyser Peak Natural Spring Water

From Northern California mountain springs. $1.25

Soft drinks from Sprecher's, Stewart's Root beer, Orange Cream, Ginger Ale, and Thomas Kemper.

Vanilla Cream and Key Lime.

Price

$1.50

Crystal Geyser Tejava Tea

$2.50

RockStar Energy Drink

$2.00

Orangina Citrus Drink

$2.00

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxosE8a

Snacks and Pastries

Item

Price

Pleasantville Cheesecake, made just for us by Pleasantville Cheesecake Company.

$2.00

Fresh scones, hot from the oven.

$1.75

Bagels

$1.00


Brownies

$2.00

Blueberry Muffins

$2.00

Croissants

$2.00

Black Forest chocolate-covered espresso beans

$4.00

Best Ever Bakery Fancy Cookies

$1.75

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wnxupwvh

Deli Items

Item

Price

Sandwiches: Turkey, Roast Beef, Ham and Salami.

$6.75

Soup

$3.50


$4.50

Quiche

Read more: http://www.bplans.com/coffeehouse_business_plan/products_fc.php#ixzz1wny0kdG8

Market Segmentation Dark Roast Java's customer base in Pleasantville is comprised of five target groups.

1.

Affluent local residents

2.

Tourists

3.

Local business people

4.

Students

5.

Travelers passing through

These groups are all potentially strong customer segments. The benefit of this mix of customers is that it helps maintain consistent business throughout the year. For example, while tourism is strong all year long in Pleasantville, it peaks during the summer months. Conversely, the student population is not as strong during the summer as it is from September through June of each year.

The other customer segments (local residents, local business and pass-through traffic on US 66) provide a consistent foundation all year long.

Also, by appealing to several market segments, Dark Roast Java does not become overly dependent on any single consumer group. For example, several local coffeehouses with primarily student customers do poorly during the non-school months. They must also market themselves anew each year to the incoming students. Dark Roast Java will avoid these peaks and valleys in business with a mix of customers.


Affluent locals. Within five miles of Dark Roast Java are 200,000 of the most affluent people in America. Homes in adjacent Niceburg sell for $1 million to $50 million. Key influencers, trendsetters, artists, writers and celebrities have homes in Pleasantville.

Tourists. More than 5,000,000 tourists visit Pleasantville every year. Most will pass by the Dark Roast Java location. Tourist come to "America's Riviera" for the beaches, shopping, dining and nearby vineyards.

Local business people. Dark Roast Java is located on the corner of 'A' Street and First Avenue in the heart of the prime downtown business district. It's across from the exclusive, chic, Descarte (I Spend, Therefore I Am) department store, and one block from the number one shopping destination in Pleasantville, Lucre Galerie. 'A' Street and Frist Avenue are the two most heavily traveled streets in Pleasantville.

Students. Pleasantville is home to a major branch of the State University as well as dozens of other schools, including many prestigious private schools and academies. Pleasantville High School is less than a mile from Dark Roast Java.

Travelers on US 66. One of the state's two major north/south routes passes through Pleasantville. According to Dept of Transportation, more than 35 million auto trips will pass through the city. Many of these travelers will stop for a meal, to refuel and have a cup of coffee. US 66 is also a heavily traveled commuter route to Shorewood and Beachey Head to the south.

Sources: Department of Transforation, State University, Pleasantville Chamber of Commerce.


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Market Analysis

Year 1

Potential Customers

Year 2

Year 3

Year 4

Year 5

Growth

CAGR

Local residents

2%

75,000

76,500

78,030

79,590

81,181

2.00%

Tourists

5%

100,000

105,000

110,250

115,763

121,551

5.00%

Travelers on US 66

5%

20,000

21,000

22,050

23,153

24,311

5.00%


Students

1%

40,000

40,400

40,804

41,212

41,624

1.00%

Local businesses

1%

20,000

20,200

20,402

20,606

20,812

1.00%

3.22%

255,000

263,100

271,536

280,324

289,479

3.22%

Total

Read more: http://www.bplans.com/coffeehouse_business_plan/market_analysis_summary_fc.php#ixzz1wnyGhXC O

Break-even Analysis A break-even analysis table has been completed on the basis of average costs/prices. With fixed costs of $26,400 and $4.50 an average sale, we need approximately $35,000 per month to break-even.


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Break-even Analysis

Monthly Revenue Break-even

$34,422

Assumptions:

Average Percent Variable Cost

Estimated Monthly Fixed Cost

23%

$26,409

Read more: http://www.bplans.com/coffeehouse_business_plan/financial_plan_fc.php#ixzz1wnydJFDC


Projected Profit and Loss We project high net profits starting in the first year. Our growth rate is based upon industry averages, factoring in the local conditions. We expect growth of 15% annually for the first three years before leveling off at the 800 - 900 customer per day average traffic rate.

First fiscal year gross revenues are expected to exceed $600,000 and after-tax net profits of approximately $99,000—increasing to more than $260,000 by the third fiscal year-end.

Our margins are very good.This is due in large part to the low direct cost of sales as well as the low operating costs in general for coffeehouses.

Higher staff salaries, owner/operator salaries, marketing costs and rent for a premium location depress profits but, conversely, they also ultimately contribute to higher earnings and profits.


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Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan.

Create your own business plan Âť


Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan.

Create your own business plan Âť


Need actual charts? We recommend using LivePlan as the easiest way to create graphs for your own business plan.

Create your own business plan Âť

Pro Forma Profit and Loss

Year 1

Year 2

Year 3

Sales

$606,579

$786,613

$1,020,314

Direct Cost of Sales

$141,197

$142,609

$144,035

$24,000

$28,000

$32,000

Total Cost of Sales

$165,197

$170,609

$176,035

Gross Margin

$441,382

$616,004

$844,279

72.77%

78.31%

82.75%

$183,400

$337,000

$339,400

Other Costs of Goods

Gross Margin %

Expenses

Payroll


Sales and Marketing

$12,500

$8,000

$8,000

$6,000

$4,000

$4,000

$45,900

$55,000

$60,000

Utilities

$9,200

$14,000

$16,000

Insurance

$2,400

$2,400

$2,500

Legal/accounting

$6,000

$6,000

$6,000

Payroll Taxes

$27,510

$50,550

$50,910

Mobile Kiosk

$0

$0

$0

$24,000

$25,000

$25,000

Total Operating Expenses

$316,910

$501,950

$511,810

Profit Before Interest and Taxes

$124,472

$114,054

$332,469

EBITDA

$130,472

$118,054

$336,469

$0

$0

$0

Depreciation

Rent

Misc - maintenance, cleaning, training, fees

Interest Expense


Taxes Incurred

$24,894

$22,811

$66,494

Net Profit

$99,577

$91,243

$265,975

Net Profit/Sales

16.42%

11.60%

26.07%

8.4 Projected Cash Flow We are positioning ourselves in the market as a low to medium risk concern with relatively steady cash flows. Accounts payable is paid at the end of each month, while sales are in cash, giving Dark Roast Java an excellent cash structure. Fifty percent of cash above $20,000 will be invested into semi-liquid stock portfolios to decrease the opportunity cost of cash held. Our initial investor contributions are designed to provide us with a strong cash position at all times.

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Pro Forma Cash Flow

Year 1

Year 2

Year 3

Cash Sales

$606,579

$786,613

$1,020,314

Subtotal Cash from Operations

$606,579

$786,613

$1,020,314

Sales Tax, VAT, HST/GST Received

$0

$0

$0

New Current Borrowing

$0

$0

$0

New Other Liabilities (interest-free)

$0

$0

$0

New Long-term Liabilities

$0

$0

$0

Sales of Other Current Assets

$0

$0

$0

Sales of Long-term Assets

$0

$0

$0

Cash Received

Cash from Operations

Additional Cash Received


New Investment Received

$0

$0

$0

Subtotal Cash Received

$606,579

$786,613

$1,020,314

Year 1

Year 2

Year 3

Cash Spending

$183,400

$337,000

$339,400

Bill Payments

$275,940

$358,649

$406,457

Subtotal Spent on Operations

$459,340

$695,649

$745,857

Sales Tax, VAT, HST/GST Paid Out

$0

$0

$0

Principal Repayment of Current Borrowing

$0

$0

$0

Other Liabilities Principal Repayment

$0

$0

$0

Long-term Liabilities Principal Repayment

$0

$0

$0

Purchase Other Current Assets

$0

$0

$0

Expenditures

Expenditures from Operations

Additional Cash Spent


Purchase Long-term Assets

$0

$0

$0

$17,600

$26,400

$26,400

Subtotal Cash Spent

$476,940

$722,049

$772,257

Net Cash Flow

$129,639

$64,564

$248,057

Cash Balance

$131,139

$195,703

$443,761

Dividends

Read more: http://www.bplans.com/coffeehouse_business_plan/financial_plan_fc.php#ixzz1wnylvmQR

日資ㄧ乙 A0061074

陳昱明

A0061074  

FINAL REPORT FROM USC EDU TW 2012

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