EXECUTIVE SUMMARY

The interest by consumers in the café industry is sweeping in the community. A relaxing
and unique place is the answer on the exhausting days of the city and its polluted environment.

Café Espresso will provide a friendly, comfortable atmosphere where the customer can
receive quality food, service and entertainment at a reasonable price. The café will offer a variety
of choices to customers. The interior design of the building will focus on projecting a relaxed
atmosphere. Café Espresso will be divided into different areas. Some will have tables, and chairs,
another will have large antique stuffed couches and chairs, end tables, coffee tables, book
shelves filled with books and magazines.

The facility we intend starting out our coffee shop from has the capacity o contain a
minimum of 20 tables and 60 seats, plus sufficient space to accommodate our back-office
operations, storage rooms and kitchen. We will ensure that the café will be designed and
decorated to attract customers and to ma ke them feel relaxed and enjoy their coffee. The whole
idea is to ensure that customers who will visit our café even just once would look forward to
visiting us again.

The company is aware that café easily attract intellectuals, business people, students and
the people in the community. the main goal of the café is to provide the customers a unique and
comfortable feeling while having a good cafe experience. No doubt we are not going to struggle
to attract customers, but will continue to strive to build a loyal customer base by offering a great
tasting coffee in a relaxed and conducive environment.
Proposed Name of the Business:

The proposed business will be known as Heavenly Cafe

Type of Business Organization

The proposed business will adopt the partnership form of ownership where all
partners are bound as well as abide by the articles of partnership with specific attention
with regard to the ownership interest, the profit-sharing distribution, as well as clauses
provided should a partner choose to withdraw from the organization.
This form of ownership was agreed upon by the partners due to its characteristics of
allowing shared managerial opportunity, combined judgment, definite legal status, and
relative ease in acquisition. These parameters will induce the partners to take careful
consideration on every action and decision about the business.

Location of the Proposed Project

The proposed project will be located at Sayre Highway, Valencia City, Bukidnon. It
is along the highway fronting Division Office and Aurelio Photocopying Center. The
place is good in terms of visibility and accessibility of the customers.

MARKETING FEASIBILITY

A. DEMAND ANALYSIS

The population of Valencia City seemed to be increasing for the past years,
causing the city’s demand for a place where they can relax and have a cup of coffee to
be increasing also.

To get the historical demand, a survey has been conducted from the residents of
the City of Valencia with the ff. data:

Total
Total Average Number Total number of
Name of number of
number demand x of days in demands per
place household
population per day a year year
s
Valencia
192,933 46,027 6,650g 365 2,427,250
City

B. SUPPLY ANALYSIS
 Number of Number of
x units sold per x days of Total
day operation
Coffee Beans &
250g 25 360 2,250,000g
Tea Leaf

C. PROJECTED CUSTOMERS

Identify type of customer

Specific
Products
Teachers/
Students Household Travelers Foreigners
Employees
Espresso 35% 25% 20% 10% 10%

Macchiato 35% 25% 20% 10% 10%

Americano 35% 25% 20% 10% 10%

Café Latte 35% 25% 20% 10% 10%

Mocha Latte 35% 25% 20% 10% 10%

Vanilla Latte 35% 25% 20% 10% 10%

Double Chocolate
35% 25% 20% 10% 10%
Latte
Caramel
35% 25% 20% 10% 10%
Macchiato
White Chocolate
35% 25% 20% 10% 10%
Dream Latte
Hazelnut
Chocolate French 35% 25% 20% 10% 10%
Press Latte
Pastries 20% 20% 20% 20% 20%

Fiction Books 25% 45% 10% 10% 10%

Non-fiction Books 35% 35% 10% 10% 10%

 50
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40
35
30
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20
15
10
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Teachers/Employees Students Household

Travelers Foreigners

A. PRODUCTS AND SERVICES

Our company won’t focus in only one product, our major product is the diverse book
from Walsworth publishing company in which they can’t only read it in our study hall but they
can also buy it in an affordable price. We will also offer coffees which will be purchased for only
39 pesos
B. TARGET MARKET SEGMENTS
The business will capture the taste of Valencia City. The business aims to
answer the demand in the market and to deliver a quality service that would answer the
needs and satisfaction of our target market, as well as making their lives improve. The
business also plans to widen its market in the coming years once market sustainability
is achieved. Gradually, it will cover the whole province of Bukidnon market starting in
the nearby towns of the city.
C. LOCATION
The business will be strategically located at Sayre Highway, Valencia City. Its
near establishments are the Aurelios Photocopying center, Division X office and
Valencia National High School. The location is very much accessible and convenient to
the customers since it is situated along the national highway and is just a walking
destination from the center of the city.

D. SWOT ANALYSIS
 INTERNAL ENVIRONMENT
Strengths (S) Weaknesses (W)
 The proposed business is the first to
function as producer of the said  The product of the company is
product in the place highly perishable and is in need of
 Reputation for Innovation quick consumption
 Efficient and Effective Marketing  Decision making process will take
Strategies time because it must be consulted
 Productive Employees first to the partners before its final
 The accessibility and convenience decision.
of the proposed location of the  Poor cooperation of its members
business  High cost of rental fees
 High technology equipment
 Fairly compensated employees with
benefits

EXTERNAL ENVIRONMENT
Opportunities (O) Threats (T)

 Other similar products in the market  Identical products

are not permanent and seasonal in  Prospect competitors may open the
nature. same type of business.
 Current supply of the competitors  Sustainability of the Market
cannot meet to its demand