June 25, 2023

1. Executive Summary:

   • Provide an overview of your cafe concept, its location, and your mission statement.
   • Summarize your target market, unique selling proposition (USP), and competitive advantage.
   • Include your financial projections and funding requirements.

2. Company Description:

   • Describe your cafe's legal structure (sole proprietorship, partnership, LLC, etc.).
   • Explain your cafe's history, including when it was established or when you plan to open.
   • Detail your cafe's location, size, and any special features or amenities.

3. Market Analysis:

   • Identify your target market (e.g., demographics, preferences, buying behavior).
   • Analyze your competition, including other cafes, restaurants, and local businesses.
   • Conduct a SWOT analysis (strengths, weaknesses, opportunities, threats) for your cafe.

4. Products and Services:

   • Describe your cafe's menu offerings, including beverages, food items, and any unique specialties.
   • Highlight any key suppliers or partnerships you have for sourcing high-quality ingredients.
   • Discuss any additional services or features your cafe will offer (e.g., live music, catering).

5. Marketing and Sales Strategy:

   • Outline your marketing plan to attract and retain customers (e.g., online advertising, social media, local partnerships).
   • Define your pricing strategy and positioning in the market.
   • Explain your customer acquisition and retention strategies, such as loyalty programs or customer referrals.

6. Organization and Management:

   • Provide an overview of your cafe's organizational structure and management team.
   • Include the roles and responsibilities of key team members.
   • Highlight the qualifications, expertise, and industry experience of your management team.

7. Operational Plan:

   • Detail the day-to-day operations of your cafe, including opening hours, staff shifts, and workflow.
   • Discuss your cafe's equipment, technology, and inventory management systems.
   • Outline any necessary permits, licenses, or certifications required for your cafe's operation.

8. Financial Projections:

   • Prepare a comprehensive financial forecast, including sales projections, costs, and profit margins.
   • Create a budget for startup expenses, including equipment, furnishings, initial inventory, and marketing.
   • Include cash flow projections, balance sheets, and income statements for at least the first three years.

9. Funding Request:

   • If you're seeking financing, clearly state the amount of funding you require.
   • Explain how the funds will be utilized and how they will contribute to your cafe's success.
   • Provide details about your current investment in the business and any external funding sources.

10. Appendices:

    • Include supporting documents such as resumes of key team members, permits/licenses, lease agreements, and market research data.
    • Attach any additional information that enhances the credibility and completeness of your business plan.

 

Our primary office is located at our main shop, which is in #63 St. Soliven, Brgy.Alabang, MuntinlupaCity. We have a 241 square foot room that serves as our primary office and studio. Other facilitiesinclude:

The “Dining place” includes:1.Designated “play area” with puppies (the puppies could stroll anywhere in the dining area)4 rectangular tables with 4 seat each. 3 round tables with 2 seat eachMini library with coffee table and sofa (capacity: 3 seater sofa)Board games area with coffee table and play on carpet (capacity: up to 6 people)

Employee’s Work Space (max. capacity is 6 people).Employee’s Work Studio inclusions:

Front house (Taking orders and serving coffee)

Kitchen (max capacity is 4 people)

Store Room (storage of supplies and coffee)

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Dog’s lounge (place to cool down dogs)

Customer relations office (customer concerns especially about dogs)

Mission Statement

"At [Cafe Name], our mission is to create a warm and inviting space where people can gather, connect, and enjoy exceptional coffee and cuisine. We strive to provide a memorable experience through friendly service, a comfortable atmosphere, and a commitment to quality. Our passion for sustainability drives us to source locally, minimize waste, and support ethical practices. We aim to be a community hub that fosters creativity, inspires conversations, and leaves a positive impact on both our customers and the environment."

Vision Statement 

"Our vision is to become the premier destination for coffee enthusiasts and food lovers, known for our innovative menu, exceptional customer service, and inviting atmosphere. We strive to create a community-driven space where individuals can indulge in their passion for artisanal coffee, savor delicious flavors, and experience a vibrant cultural hub. Through continuous innovation, sustainable practices, and a commitment to excellence, we aim to set the standard for cafes and contribute positively to the local community and beyond."

1. Historical Background:

   • Provide a brief overview of when and how the cafe was established.
   • Describe the inspiration behind starting the cafe and the initial vision.
   • Discuss any significant milestones or achievements since the cafe's inception.

2. Growth and Development:

   • Detail the progress and growth of the cafe over time.
   • Highlight any expansions, renovations, or changes in location.
   • Mention key additions to the menu, services, or amenities.

3. Current Status:

   • Describe the current state of the cafe, including its location, size, and facilities.
   • Provide information on the target market and customer base.
   • Discuss any unique selling propositions or competitive advantages.

4. Market Position:

   • Assess your cafe's position within the local market.
   • Discuss your market share and any notable trends or challenges.
   • Highlight positive customer feedback, reviews, or accolades.

5. Financial Performance:

   • Provide an overview of the cafe's financial performance to date.
   • Discuss key financial indicators such as revenue, profitability, and growth.
   • Include any financial highlights or significant achievements.

1. Long-Term Goals:

   • Identify the overarching goals you aim to achieve over a longer timeframe (e.g., 3-5 years).
   • Examples may include expanding to multiple locations, increasing market share, or becoming a recognized brand in the industry.

2. Short-Term Objectives:

   • Break down your long-term goals into specific, measurable, achievable, relevant, and time-bound (SMART) objectives.
   • Define the objectives you plan to accomplish within a shorter timeframe (e.g., 1 year).
   • Examples could be increasing monthly revenue by a certain percentage, improving customer satisfaction ratings, or launching a new menu item.

3. Key Performance Indicators (KPIs):

   • Determine the key metrics you will use to track the progress of your goals and objectives.
   • Examples of relevant KPIs for a cafe include average revenue per customer, customer retention rate, or online reviews/ratings.

4. Action Plan:

   • Develop a detailed action plan for each objective, outlining the specific steps, resources, and timelines required to achieve them.
   • Assign responsibilities to team members and establish regular monitoring and evaluation processes.

5. Milestones:

   • Identify significant milestones that mark your progress towards your goals and objectives.
   • These can be specific accomplishments or targets that act as indicators of success.
   • Examples may include opening a new location, reaching a certain revenue milestone, or achieving a high customer satisfaction rating.

6. Continuous Improvement:

   • Emphasize the importance of ongoing evaluation and refinement of your goals and objectives.
   • Commit to regularly reviewing and adjusting your targets based on market conditions, customer feedback, and internal performance.

 

 

Product/Services

2.1 Product/Service Description

 Café pup serves you a varieties of drinks such as teas, shakes, coffee and juices. Thecostumer can also customize their drinks base on their choice. You can also chow down on ourfamous Shiba-Inu styled burgers, sandwiches, and hotdogs with a side of either onion rings, fries,nachos and potato chips. We offer customization of toppings and while you enjoying your drinksyou can also play with our highly-trained Shiba Inus while you dine in in Café Pup.Generally, the dishes will offer variations on "dog" themes.Specialty coffees, espresso-based drinks, desserts, side dishes (fries and onion rings) andsandwiches will be available in the coffee shop. 

2.2 Unique Feature of Product/Service

 Our shop is unique because we serve you a Shiba-themed vast range of products that has realdogs that you can play with when you dine in Café Pup. Our beverages are all dog designed thatis very instagramable and aesthetically pleasing. Coffees and shakes are brewed and made byhighly-trained baristas that highly-qualified on food design so rest assured they are of highquality. Our burgers, sandwiches, and hotdogs along with the drinks can also cater to both vegansand non-vegans alike as we serve food and drinks that are meat-based and also vegan-based.Though we offer high-quality products, we serve it at a cheap price..

The other customer segments (local residents, local business and pass-through traffic on Ayala) provide a consistent foundation all year long.Also, by appealing to several market segments, Café Pup does not become overly dependent onany single consumer group. For example, several local coffeehouses with primarily studentcustomers do poorly during the non-school months. They must also market themselves aneweach year to the incoming students.

3.2 Industry Analysis

 Animal Cafes, also known as pet cafes began in 1998 that was established in Taiwan.The concept of this café was a cat which was very popular and familiar. Since the cat café wasestablished, a number of cafes for various animals have shown up. Although animal cafes originated in Taiwan, they were initially popular in Japan. OneJapanese tourist visited Taiwan and discovered the potential cafes such as Spain, Germany,France, United States, Australia, United Kingdom etc., animal cafes are still far more popular inAsian countries. When animal cafes are first created in Taiwan and Japan, it was mainly for people who justwant to spend time with animals.

 3.3 Market Analysis INTERNAL

FACTORS EXPLANATION STRATEGY IMPLICATION Strengths

Serves you a different varietyof drinks with witty namesand unique flavors. You canalso customize your drinks.We also have pets inside thatyou can play.Making sure that our drinksmake perfectly for thecostumers’ satisfaction. Ourdogs are trained for the safetyof our costumer 

Weaknesses

Our pets can also be adistraction for somecostumersMake some rooms forcostumer who don’t like to play with our pets

Opportunities

Our shop is located in mall. Itis easy to visit and anyonecan goWill establish mostly were pets are allowed and a lot of people would come

Threats

Some shops have a pet themecaféMust offer unique service

3.4 Competitor Analysis

 Building a cafe business has alot of competitors. There is alot of cafe that isknown and mark on the people. Pet theme cafe is not so unusual here in the Philippines. Butsome have been established. Cat cafe manila located at 189 Maginhawa, Diliman, Lungsod ngQuezon ,1101 Kalakhang, Maynila. A cat theme cafe that is popular. It is a direct competitor toour shop because it also has a pet theme cafe. Cat cafe manila is different in our cafe. Not only because we have a shiba dog theme but also the service we offer for you. Both cafe have petsinside that you can play with. In location, our cafe is easily found. Our cafe is located only inAyala malls. Everyone can go and visit. Cat cafe manila's location needed to intentionally visit togo in their café.

 Number of prospects in the target market 500 individuals

Frequency of purchase per year (average) 96 times

Total number of purchase per year 48,000

Average payment per purchase Php 410

Projected total industry sales per year Php 19,680,000

Percentage the firm can attain 15% ______________________  2,952,000

 

Marketing Plan

4.1 Introduction

The Pup cafe has delicious and affordable price of coffee/desserts for everyone.With effective system for a comfortable cafe shop. The pup cafe concentrates on developing thevalue of animals in society while serving unique service and delicious coffee/dessert. Pup cafe islocated in Ayala Malls in Alabang Southpark Muntinlupa City. Third level of the mall andconveniently located in comfortable part of the mall where the view is nice and has a uniqueinterior design.

4.2. Targeting Strategy

Our ideal Customer is 13 years old and above who enjoys drinks like coffee, milkteas, milk shake, ice cream and food like sandwiches, burgers and hot dogs. People cancustomize their drinks and the toppings of their burgers, hot dogs and sandwich while they enjoy playing with shiba dogs; they can feed them and play with them. Customers are typicallyenjoying drinks Nowadays, people are looking for new drinks especially the coffee lovers andfood especially people who food trip a lot and some teenagers who stay at home and are bored.Our coffee and food taste and design consulting customer is the Vice President ofmarketing who takes or hold of a medium to large organization who is looking for the creativity promotion methods for the products and services.T

he Pup Café develops an effective, social setting that encourages customersto comfort their selves. Generating the value of customers is the main focus, if thecustomers are happy and comfortable therefore the business is effective. Concentrating onthe client’s needs beyond serving desserts with their chosen pet is the distinguishingcharacteristic that will allow Pup Café to rapidly gain market share. 4.3 Position Strategy

 

The Pup Café will position itself as a reasonably priced coffee/desserts café house thathas an innovative, effective system for a comfortable café shop. The Pup Café’s positioning willleverage their competitive edge:• A unique and comfortable place to have a bonding with your chosen pet. • This system is competitive edge because most café here in our chosen area do not have thecomfort that our customers want.• Pup Café is distinguished by the fact that their business model concentrates on developing thevalue of animals in our society while serving unique and delicious drinks.The Pup Café develops an effective, social setting that encourages customers to comfort theirselves. Generating the value of customers is the main focus, if the customers are happy andcomfortable therefore the business is effective. Concentrating on the client’s needs beyondserving desserts with their chosen pet is the distinguishing characteristic that will allow Pup Caféto rapidly gain market share. 

4.4 Product/Service Strategy 

Café Pup provides refreshing, freshly-brewed coffee, homemade burgers, homemadecocoa grinded and served hot and customizable drinks with various choices and freshingredients. We use high quality ingredients to ensure an everlasting experience and products thatwill make you want to crave more.

 4.5 Pricing Strategy

 The Café Pup used Penetration Pricing where it is a type of pricing strategy. We chosethis type of pricing strategy because it is designed to capture market share by entering the marketwith a low price as compared to the competition. The penetration pricing strategy is used in order to attract more customers and to make the customer switch from current brands existing in themarket. The main target group is price sensitive customers. Once a market share is captured, the prices are increased by the company.

4.6 Distribution Strategy

Pup Café is centrally located on Ayala Alabang specifically in Ayala Malls SouthPark, Third level of the mall. Everyone will inevitably pass Pup Café. We are convenientlylocated in a comfortable part of the mall where the view is nice and its interior design is veryunique. We also have a large sign displaying our logo for traffic from both directions to noticeand draw attention to Pup Café.

 

4.7 Promotion and Advertising Strategy

 Although Café Pup is a new type of cafe, we must find a way to promote our productand be aware of our business and service. We used a mix of Advertising and Sales Promotion.Advertising is used because its objective is to increase profit by increasing the revenue of the

firm. Also, advertising will make the business and product familiar to the customers and it tellsmore about the offers. Sales Promotion is used as well since Café Pup is a new establishment.Sales Promotion is a common method in promoting products that helps increase sales throughtemporary activities that encourages the customers to purchase the product or service. We havedecided to use coupons to further increase sales

 

What actions should be done?■ Good housekeeping – work areas kept tidy, goods stored suitably etc.■ Kitchen equipment maintained to prevent leaks onto floor.■ Equipment faults leading to leaks reported promptly to manager.■ Drainage channels and drip trays provided where spills more likely.■ Staff clean up spillages (including dry spills) immediately using suitablemethods and leave the floor dry.■ Suitable cleaning materials available.■ Good lighting in all areas including cold storage areas.■ No trailing cables or obstruction in walkways.■ Steps and changes in level highlighted.

What are the hazards? Manual handling -Handling heavy items such as flour sacks, ingredients, boxes of meat, trays of crockery,kegs, etc

Who might be harmed and how? -Kitchen staff and food service staff may suffer injuries such as strains or bruising fromhandling heavy/bulky objects

What actions should be done? ■ Ingredients bought in package sizes that are light enough for easyhandling.■ Commonly used items and heavy stock stored on shelves at waist height.■ Suitable mobile steps provided and staff trained to use them safely.■ Handling aids provided for movement of large/heavy items.■ Sink at good height to avoid stooping.■ Staff trained in how to lift safely.

What are the hazards? - Contact with steam, hot water, hot oil and hot surfaces

Who might be harmed and how? - Kitchen staff, food service staff may suffer scalding or burns injuries.

What actions should be done? ■ Staff trained in risks of hot oils and on procedure for emptying/cleaningfryers.■ Staff trained in risks of release of steam.■ Water mixer taps provided.■ All staff told to wear long sleeves.■ Heat-resistant gloves/cloths/aprons provided