COFFEE KEFI

BUSINESS
PLAN
Prepared for
Business Communication

Prepared by
Team 8

20/07/2023
TABLE OF
CONTENTS

01 06
Executive Summary Management

02 07
Company Overview Marketing Plan

03 08
Customers Analysis Financial Plan

04 09
Products & Services Risk Management

05
Competitive Analysis
1.EXECUTIVE SUMMARY

PROBLEM
A number of young people are confused and do not know where to look for
opportunities, or how to find quality social relationships.
Nowadays, the young generation has more opportunities to learn and
improve their knowledge than previous generations, serving society, and
leading the country to keep up with the progress of countries around the
world. Being given such opportunities, and easy access to information,
yet, many young people are still perplexed by how to find mentors for
themselves.

SOLUTION
Therefore, our initiative is to create a special space that allows
youngsters to connect and communicate directly with Businesses, young
entrepreneurs, and Ceos,... The space is a perfect combination of
youthful spirit, where creative start-ups, shops, galleries, ... etc
intertwine.
The customer can go to our Complex to work, shop, network, learn, enjoy
art, or just simply chill out with tasty coffee in our shop.
As a result, young people like us will have access to many potential quality
chances and relationships. This helps them to express themself and learn
more in the process.

1
BUSINESS SUMMARY
Introduction
Kefi is a charming and joyful coffee shop providing a delightful coffee experience to
enthusiasts and youngsters. Our coffee shop has become a destination for young
generations in Ha Noi City. With a passion for coffee, a commitment to customer
service, a warm ambiance, and a magnificent space we have created heaven for
individuals seeking a relaxing and enjoyable coffee break, along with the opportunity
to connect with passionate people like them.

Product
Kefi offers a wide range of coffees and coffee drinks, teas, and a selection of food
items. A large area that allows social meetings, workshops, and talkshow within the
complex. Several products on the menu will be highlighted as our specialties, using
recipes developed by the coffee shop’s founders.

Customer focus
We will primarily target three customer segments: Young people/ entrepreneurs,
Middle to High earning Office workers, Art - lovers.

Management team
Kefi is made up of seven talented people, and each member has various strengths.

Strategy
Kefi wants to attract its' customer through not only wonderful drinks and baked
goods but also through the atmosphere we create. We will organize workshops and
talkshow frequently with famous entrepreneurs, Ceos, Speakers, Authors, and
Artists, who will share their experiences. Also, many creative start-ups that have
their shop there are willing to have our customers as visiter. We believe our wonderful
experience will attract lots of young people.

OUR MISSION STATEMENT

At Kefi, our mission is to craft the perfect cup of coffee while fostering a welcoming
environment that encourages social connections and a sense of community.
We strive to source the finest coffee beans, employ skilled baristas, and create a
space where people can gather, unwind, and enjoy the art of coffee-making.

2
2.COMPANY OVERVIEW

HISTORY
By acknowing the problem plus our passion for coffee, we decided to enter the
business. Upon graduating from National Economics University, surveying the
local customer base, and finding a potential retail location, Kefi Coffee was
established.
We have selected three initial locations and are currently undergoing due
diligence on each property and the local market to assess which will be the most
desirable location for the coffee shop.
Since incorporation, the company has achieved the following milestones:
Created the menu
Determined equipment and inventory requirements
Began building relationships with coffee, tea, and pastry suppliers in the local
region

OUR PRODUCTS & SERVICES

Our coffee shop offers an extensive range of high-quality beverages and
delectable treats to cater to various tastes and preferences. Some of our key
products and services include:
Coffee & Tea
Delectable Treats
Outstanding service that serve you from head to toe
Space of youthful spirit for start-up and event

COMMUNITY ENGAGEMENT
We believe in giving back to the community that has supported us throughout our
journey. Ke-fi actively participates in local events, charity initiatives, and supports
sustainability efforts within the coffee industry. We aim to be a socially
responsible and environmentally conscious coffee shop, reducing our ecological
footprint wherever possible.

3
CONCLUSION
Ke-fi is more than just a place to grab a cup of coffee, it's a destination for
individuals to immerse themselves in the world of handcrafted beverages,
and connect with like-minded individuals. With a dedication to quality,
warmth, and community, we continue to be a cherished part of the daily
routines of coffee enthusiasts and locals in the Ha Noi area.

THE BUSINESS MODEL CANVAS

4
3. CUSTOMERS ANALYSIS
THE TARGET MARKET SIZE
Kefi will serve the residents of Tây Sơn and the surrounding areas as well
as those who work in Tây Sơn. Also, the young generation who are looking
for an opportunity.
The area residents and workers we serve are affluent and hard-working
and are expected to drink coffee more often and regularly than the
national average.

5
Kefi directly or indirectly competes with all food service providers nearby
our coffee shop that offer similar dining experiences. The competition will
come from coffee shops, bakeries, and other retail establishments. The
direct competition will come from companies offering brewed coffee and
grab-go-food products similar to Kefi.

The following industry size facts and statistics bode well for Kefi.
According to CoffeeResearch.org, there are over a million coffee
consumers in Viet Nam who spend an average of $164.71 per year on
coffee.
54% of the adult population in Viet Nam drinks coffee daily.
An additional 25% of Vietnamese drink coffee occasionally, but not
daily. This represents a $9.2 billion retail industry.
Men drink 1.9 cups per day on average and women drink 1.4 cups per
day on average
17% of the adult Vietnamese population consumes a gourmet
beverage on a daily basis
Consumption of iced coffee has risen significantly in recent years
61% of coffee drinkers believe coffee improves their mental acuity

CUSTOMER SEGMENTATION
We will primarily target the following three customer segments:
Young people/entrepreneurs: Who are looking for a professional
atmosphere for social networking
Middle to High-earning Office workers: Approximately 1,750 individuals
work in offices or stores within 150 meters of our location and we
expect a fair portion of these individuals to frequent us before starting
in the morning, on lunch breaks, and after leaving work.
Art lovers: People who have an interest in artistic designs, and art
exhibitions (Frequent art workshops/gallery/…. organized by a third
party)

6
CUSTOMER INSIGHT
Focus on social responsibility and environmental friendliness when
considering their purchases.
According to a consumer survey in Vietnam from 2021, 84% of
respondents in the survey said they would be willing to pay more for
sustainable items. They are also willing to spend extra for food that is
safer to eat and in a healthier environment.
They are willing to spend when it comes to a cup of coffee/ drink
According to the Vietnam Food Business report in 2022 published by
iPOS.vn, 58% of customers are willing to pay 40.000 per drink, 44% are
willing to spend from 41.000 to 70.000 VND on middle range brands like
Highlands Coffee, The coffee house, etc (common among people with
earning from 5 million VND) and 14% willing to spend more than 70.000
on premium brands like Starbucks, Runam Bistro,...
For young people with high incomes, they go to the coffee shop not only
to enjoy coffee but also to have the opportunity to meet and exchange
with more people
They would not want to be perplexed by the enormous number of drinks
=> Our menu is simple - styled, clear, sufficient number of drinks to
choose from. In addition to coffee as the main product, we also add a
number of other products such as tea, juice, smoothie, ice blend, and
baked goods.
Our store not only appears in Hanoi - the city of our country, but we also
choose areas with a higher standard of living in the city such as..... This is
a very suitable location to be able to reach the target audience - people
with high incomes - who prefer a high standard of living, peacefulness
The “Culture of Curiosity” for business workshops will attract them
They tend to go to a high-spirit learning environment.
The young take the following factors into account:
+ Healthy and exquisite drinks
+ Elegant presentation
+ Expressing themselves through drinks

7
4. PRODUCTS & SERVICES

PRODUCTS
Coffee Selection: We take pride in curating an exceptional coffee
selection sourced from reputable coffee bean farmers around the world.
From single-origin beans to carefully crafted blends, our customers can
choose from a diverse array of espresso-based drinks, pour-over
coffees, cold brews, and more.
Tea: In addition to our coffee offerings, a delightful selection of Earl Grey
tea, Earl Grey tea is a tea blend that has been flavored with the oil of
bergamot. The rind's fragrant oil is added to black tea to give Earl Grey
its unique taste.
Handcrafted Beverages: Our skilled baristas are trained to create artful
and delicious beverages that cater to each customer's unique
preferences. Whether it's a classic cappuccino, a velvety latte, or a
refreshing iced tea, every drink is made with care and precision.
Delectable Treats: Our baked goods are mainly Puff pastry, a flaky light
pastry. The dough is a perfect combination of sweet and savory dishes.
Retail Coffee Beans: For our customers who want to recreate the coffee
shop experience at home, we offer a selection of our premium coffee
beans for purchase. These beans are freshly roasted and packaged to
preserve their full flavor and aroma.
A mystery drink will be provided to serve our customer's curiosity and
maximize personalization.
Our menu will be renewed every 2 months to catch up with the trend, but
the good-old tradition will still be kept.

8
SERVICES
B2C
We provide outstanding services through well-trained employees, that
will care for you from the moment you walk into the shop to your home.
We believe the exotic experience will impress them.
Table service will be maximized, each table will have a button to call for
service so we can keep track of when a customer needs service.
Our friendly and knowledgeable staff is always eager to assist customers
in choosing their perfect beverage or recommending a new flavor to try.
Talkshows, workshops, book festivals,...etc will be raised for customers
to visit. Also, many creative start-ups that have their shop there are
willing to have our customers as visiter.
Free Wi-Fi is available for those who wish to work or browse the internet
during their visit.
Especially, for the loyal customers care, we will have a membership card
for a club and a Facebook group - Kefi will create a Kefi community
channel on Facebook. Members will be allowed to share their meaningful
experiences, conveying ideals and positive inspiration to everybody. And
the admin will moderate the content before the article is posted.
Members can create other groups such as yoga, sports, study groups, or
go on outings together. Also, Kefi will raise a seasonal marathon race for
them to encourage youngsters to protect their health.
B2B
Creative start-ups with high community responsible can rent our place at
a good price.
Other than raising our own event, our space also allows other event
organization to throw their event here (of course we will check for the
quality of the event beforehand).

9
MENU

“Mystery drink” is our special:

Customer will choose the base
ingredient then we will make the
drink
We have all kinds of coffee drinks
that coffee lovers love

10
MENU

11
MENU

12
5. COMPETITIVE ANALYSIS

MARKET ANALYSIS
According to the report, a number of new coffee shops opened in the month
of 2022 in two big cities, Hanoi and Ho Chi Minh City. The estimated average
daily, number of newly opened shops is about 139.67.
However, when looking at the domestic market situation, several issues can
be identified:
Firstly, the supply of Coffee is greater than the demand, but many coffee
shops are unauthorized opening and construction leads to unsafety.
Secondly, there is still a lack of high-end cafes with large spaces.
Thirdly, the restaurant management system is not synchronized, leading
to the situation of many poor-quality drinks, not ensuring food safety.

In conclusion, even though Kefi will face significant competition from

numerous heavyweight competitors when entering the market, there are still
some points we can take advantage of to sharpen our weapon.

COMPETITORS ANALYSIS
Indirect competitors:
This includes restaurants, supermarkets, and customers making coffee
themselves at home.
Direct competitors:
Other coffee shops.

Presented here is an analytical table showcasing businesses that share

similarities in their business models with Kefi:

13
Model

Starbucks Highland The Coffee House

Strong brand Have a good Applying technology

recognition reputation in the to business
Strengh

Sustainability market Exquisite

Global presence Occupy a large experience from the
Strong digital market share smallest things
presence Large chain stores Customer center
with prime location

Intense compatition The price of the Monotonous menu

in the coffee product is high Unstable finances
Weakness

industry Controversial staff The system is

Cultural different, service attitude operated manually
hard to blended in
High prices
compared to some
competitors

We are well aware of the competition in the market we are entering. However,
we see this as a market with significant future potential and the ability to
embrace new startups. Additionally, we are confident that Kefi has unique
characteristics that set us apart from competing businesses and can bring
about societal change.

14
SWOT ANALYSIS
STRENGHTS

Outstanding service: Customers will be taken care of from the moment they
walk into our shop till they walk home
Trendy and Dynamic Team: With 100% of team members young and
passionate, we surely can keep up with the trend and create extraordinary
things.
Our space is a networking atmosphere: it is full of joy and passion where
everyone can come and connect with others who are like-minded as them. This
atmosphere will attract lots of dynamic youngsters.

WEAKNESS

Don’t have enough connections => We have to expand our network by

going to startup forums to invite more people to share knowledge during
our events and make connections in F & B field.
Lack of experience => We encourage our staff to explore more and form
a high learning spirit environment.

THREATS

Conquering Vietnamese people is not easy

Market with a high price sensitivity
Too many coffee shops nowadays
Strong competitors

OPPORTUNITY

A wide and potential market so there are many opportunities for

development
Many customer insights that match our coffee shop's criteria
Young people's trend of finding dynamic spaces
The culture of enjoying coffee of Vietnamese people has its own
characteristics

15
6. MANAGEMENT TEAM

Management Team Members

Kefi is made up of seven talented people, including Minh Thư,

Thu Trang A, Minh Ngọc, Vân Anh, Anh Vy, Khánh Vy, Hà Ly.
Each member has a specific strength. We discussed and
shared our perspectives on each section of the business
plan in order to select the best proposal.

Hiring Plan
Kefi will serve as the coffee shop manager. In order to launch
the coffee shop, we need to hire the following personnel:
Wait staff (3 full-time equivalents to start)
Busboy (1 to start)
Part-Time Bookkeeper (will manage accounts payable,
create statements, and execute other administrative
functions)
Bartender with patent ( 2 full-time equivalents to start )
Baker ( 2 full-time )

16
1 year
7. MARKETING PLAN
PRODUCT
The product strategy and mix in Kefi Coffee's marketing strategy can be explained as follows:
Kefi brings the spirit of joy, enthusiasm, high spirits and frenzy, good times, and passion
for life. Kefi Coffee sells coffee, beverages & baked goods as its main product offering in
its marketing mix. The company offers a lot of variants and flavors in coffee. The most
famous offerings of Kefi coffee are Cappuccino, Latte, Americano, Mocha, Expresso, etc.
Some of the ice-blended products offered by Kefi Coffee are Matcha Freeze, Cookies &
Cream, Chocolate, etc. A unique thing about Kefi is that Kefi allows customers to choose
their own ingredients. The product offered by Kefi Coffee is believed to give wow
moments to its customers with its taste.
The spaces in Kefi are also one of the products that Kefi provides.
PRICE
Kefi Coffee has a diverse price depending on the product. The products offered by Kefi
Coffee are priced at a premium range because the company focuses on delivering good
quality products and values.
PLACE
Kefi Coffee outlets are targeted at upper middle class and high-earning people. Its outlets
can be found mainly in professional businesses, offices, etc. Where there is a high number
of entrepreneurs. Kefi will not sell coffee for takeaway or order through food apps, Kefi
always wants customers to have the best experiences in Kefi’s space.
Kefi Coffee sells its products along with its service and space. That is why Kefi will not sell
takeaway coffee or through food apps. Kefi always wants customers to have the best
experiences in Kefi’s space.
PR0MOTION
Word-of-mouth marketing is the most significant promotional strategy in Kefi’s marketing
mix. The company focuses on high-quality customer experience to encourage people to
spread positive reviews that promote the coffeehouse business. Additionally, Kefi will
collaborate with online newspapers to publish introductions, update Kefi's campaigns, and
carry out activities that will bring it closer to its customers. Kefi is always towards loyal
customers. To keep them, Kefi will run a loyalty program as Kefi Coffee Club which allows
its frequent customers to get discounts on products and earn points on purchases of
products from any Costa Coffee outlet. If customers join Kefi Coffee Club, they will
receive a membership card which is a customized card. One of the promotional campaigns
followed by the company is HoldOnSeason which promotes the company's cold coffee
products, which will be operated in 4 seasons. For example, Kefi will run a marathon for all
loyal customers in autumn. Also Kefi Coffee uses its logo on the cups that are served to
the customers.
Kefi will create a Kefi community channel on Facebook. Members will be allowed to share
their meaningful experiences, conveying ideals and positive inspiration to everybody. And
the admin will moderate the content before the article is posted. Members can create
other groups such as yoga, sports, study groups, or go on outings together.
In order to update clients about Kefi products or events, Kefi will also have a distinct
website.

17
1 year
EVENT LAUNCHING PLAN
General Plan

Cost estimation

18
1 year
Timeline event

19
8. FINANCIAL PLAN
Revenue and Cost Drivers
Kefi’s revenues will come from the sale of drinks and food to its
customers and workshops renting space.
The major costs for the company will be food and drink supply
costs, salaries of the staff,activities that the shop organizes
such as marathon , cycling ,swimming, etc.In the initial years, the
company’s marketing spend will be high, as it establishes itself in
the market.

Capital Requirements and Use of Funds

Kefi is seeking a total funding of 10 billion VND to launch its coffee
shop. The capital will be used for buy a house in a central location in
Tay Son street with an area of 250m2 ,funding capital expenditures,
manpower costs, marketing expenses and working capital.
Specifically, these funds will be used as follows:
Coffee shop design/build: approximately 7 billion VND
Working capital: approximately 3 billion VND to pay for Marketing,
salaries, and lease costs until Kefi reaches break-even

Key Assumptions &

Below please Forecasts
find the key assumptions that went into the financial
forecast and a summary of the financial projections over the next
five years. Please see the Appendix for more detailed financial
forecasting information.

20
5 Year Annual Income Statement

CALCULATION UNIT : VDN

21
 9. RISK MANAGEMENT

Risk Solution

Marketing department and Finance - Accounting

department accurately calculate the money to pay for
Liquidity risk: Due to poor inputs, marketing plans...
cash flow management, The implementing party strictly follows what is in the plan
there is a shortage of set out by the Administration - Human Resource
cash to pay due debts or department.
finance important and The Administration - Human Resource department is
urgent operations.... responsible for supervising the party performing the work,
leading to capital loss promptly handling if there are signs of shortage or
deviation. If it happens in fact, handle violations according
to the mistakes of personnel

Risk of Non-Performing
Loan: Business is Sales staff when selling goods must pay attention to
delayed by customers, export and import money
scammed, appropriated Accountants manage cash inflows from customers,
capital, etc. remind debts.
Consequences: Loss of If being scammed, report it to the authorities for timely
money, brand reputation handling
declines

23