Beyond the Bean Case

In: Business and Management

Submitted By Chella23
Words 7383
Pages 30
Table of Content

Table of Content 1
1. Executive Summary 2
2. Introduction / Problem Statement 3
3. Internal Analysis 4 Positioning 4
4. External Analysis 7 Specialty Coffee 7 Hot Drinks Market 7 Porter’s Five Forces 7 Macro-environment 10 Demographic 10
5. SWOT-Analysis 13
6. Positioning 14
7. Corporate Strategy 16
8. Objectives 17 Short-Term objectives 17 Long-Term 17
9. Marketing Mix 19 Product 19 Place 20 Price 20 Promotion 21 Promotion Concept 21
10. Budget 24 Expected revenue 24 Associated costs 25

Executive Summary

This report was commissioned to explore the possibilities of opening a potentially successful café with a very unique concept, namely a board game café called “Beyond the Bean”. The café will be located in London, Ontario, and will be owned by two partners. With this report, information and advice is given on every aspect that is essential for a successful launch.

The mission of Beyond the Bean is to serve the finest coffee and beverages in a home-like atmosphere, together with the opportunity of playing board games for an hourly charge. This will provide a great opportunity for students and young professionals to socialize and network in a very relaxed manner and atmosphere.

A great benefit for Beyond the Bean is that it will not need financing to be able to launch, as financial security is provided with a starting capital of $60,000. From this amount, the two partners bring in $40,000, whereas the other $20,000 is a loan obtained from family members. Estimates show that the company will start generating profit after three months, resulting in a reasonable income from operations after one year. This will enable the owners to pay back the family loan within three years.

Beyond the Bean will target the students of the Fanshawe College, the Western…...

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