St. Columban’s School Inc.

Labrador, Pangasinan

BUSINESS
PLAN
 St. Columban’s School Inc.
Labrador, Pangasinan

“WE SERVE MORE THAN YOU DESERVE”

www.espressoyourself.com
 St. Columban’s School Inc.
Labrador, Pangasinan

EXECUTIVE SUMMARY
The interior design of the building will focus on projecting a relaxed
atmosphere. Espresso Yourself 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, tiffany style lamps and braided rugs.
The site contains a 2,300 square foot building which the building has
substantial parking. Our café will offer a variety of choices to the
customers. Americano, Café’ Latte’, Cappuccino, Iced Café’ Mocha, Iced
Caramel Macchiato, Flavored Iced Latte’. Our café will be open from 7:00
A.M. to 8:00 P.M. everyday.

ENVIRONMENTAL AND INDUSTRY ANALYSIS

The importance of economic indicators to the strategic planning process in

any organization is the ability to benchmark economic conditions that

contribute to improve profitability, business growth and market size.

Espresso Yourself strategy is to expand and to provide high quality coffee in

convenient and highly visible locations. Despite recent economic setbacks the

company is continuing to innovate and extend the business with imaginative

new ready-to-drink beverages and expanded packaged coffee offerings.

The social factors that affect Espresso Yourself involve the beliefs, values,

attitudes, opinions and lifestyles of persons in the external environment as

 St. Columban’s School Inc.
Labrador, Pangasinan

developed from cultural, demographic, education, ethnic conditioning and

customers’ needs and the size of the potential market.

The company treats employees as the most valuable asset for the company

and empowers them to make decisions. They continue to sustain the values of

personal dignity, mutual respect, shared success and diverse workforce

culture in the organization. Espresso Yourself created an environment

accommodation that allows customers access to free wireless internet.

Espresso Yourself helped to greatly improve sustainable coffee farming by

providing technology that analyzes soil erosion and water quality. They have

proven a strong interest in innovating new technology and machines that are

able to dry, roast, package, and brewing their high quality coffee. Espresso

Yourself target-demographics is young, urban, college-educated people with

above average incomes and a desire to both stand out from and be part of the

crowd. Espresso Yourself realizes that proximity to customers is more

important than the market coverage of an individual store which is why they

have many stores within eyesight of each other in some markets.

Competitive analysis Espresso Yourself has to compete with every possible

outlet a consumer has in order to satisfy their need for specialty and plain

coffee beverages and pastries. These options include home coffee, other

specialty eateries, fast food restaurants, local convenience stores, and any

other retail environment that chooses to carry coffee or other beverages.

 St. Columban’s School Inc.
Labrador, Pangasinan

DESCRIPTION OF THE BUSINESS

A. Overview of the Industry

Espresso Yourself is determined to become a daily necessity for

local coffee addicts, a place to dream of as you try to escape the

daily stresses of life and just a comfortable place to meet your

friends or to read a book, all in one. With the growing demand for

high-quality gourmet coffee and great service, Espresso Yourself

will capitalize on its proximity to the Universities campuses to

build a core group of repeat customers. Espresso Yourself will offer

its customers the best prepared coffee in the area that will be

complimented with pastries, as well as free books that its patrons

can read to enjoy their visit.

 Market Size

The company will operate a 2,300 square foot coffee bar within a

walking distance from the Universities campuses. The owners have

secured this location through a three-year lease with an option for

extending. We have also provided Php140, 000 of the required

Php170, 000 start-up funds. The remaining capital will be

obtained through Bank of commercial loans.

 St. Columban’s School Inc.
Labrador, Pangasinan

TARGET MARKET

STUDENTS 50%
PROFESSIONALS 25%
VISITORS 15%
WALKERS OR OTHERS 10%

 Market Trend

In our coffee shops industry; our coffee shops are the rising star,

there are different types of the coffee that we offer in our shop, like

lattes, espresso, cappuccino etc..and all the specialties will be

provided on high quality. However, there is 12% increase in the

coffee shops, according to the survey of 2013. Coffee is in trend;

around 30 million of the Filipinos are drinking coffee on the daily

basis.

B. Company Profile

Espresso Yourself is owned and operated by single owner, a Sole Proprietor

Company by Mr. Jomark Torio. Espresso Yourself is the first branch and

located at Dagupan City. The facility is a pre-existing free-standing

establishment of 2,300 square foot.

 St. Columban’s School Inc.
Labrador, Pangasinan

Espresso Yourself is a moderately priced 50 seat International Coffee Shop

offering an innovative style service compared to other second wave coffee

shops. Customers can choose from a wide variety of coffee, tea, and fruit drinks

which depends on each individual’s unique taste. Espresso Yourself even

provides knowledge to the customers for them to know what type of drink

would perfectly suit their preference.

Espresso Yourself will feature a relaxing ambience with earthy colors similar to

a coffee bean. It would cater to all types of customer- studying students,

professionals having a meeting, or anyone who just want to enjoy a cup of

coffee.

C. MISSION STATEMENT

VISION

To established and trusted as a perfect coffee business partner and be aleader

innovation, service quality and most admired and respected companies in our

industry.

MISSION

Provide the world’s ultimate coffee shop experience with the highest products

and uplift the living in society.

 St. Columban’s School Inc.
Labrador, Pangasinan

PRODUCTION PLAN

Product Distribution / Features / Unique Selling / Proposition

 Pricing: the pricing scheme is based on standard industry practices.

 Distribution: all services and products will be distributed from Colloquy

Grog Shop's retail space.

 Advertising and promotion: the most successful advertising .

Additionally, strategic relationships will use of a grassroots promotion

system.

 Customer service: obsessive customer attention is the mantra. The Grog

Shop's philosophy is to do whatever needs to be done to impress the

customer. While this could reduce short-term profits, it will strengthen

long-term profitability.
 St. Columban’s School Inc.
Labrador, Pangasinan

OPERATIONAL PLAN
 OPERATIONAL PLANNING

 Maintain cleanliness and tidiness of a cafe

 Always check the food and beverage stock in every shift

 Behave employee attitude over costumers satisfaction

 Hiring skilled and competent employee

 TACTICAL PLANNING

Maintaining quality serviced add more flavor to beverage and appetizer.

Negotiate to all big malls. Build more branches, make an hotline to easily order

even though the costumer in their home. Buy more quality delivery vehicle to

deliver faster, every costumer’s order hot fresh and on time

 STRATEGIC PLANNING

To be the top providing a unique and excellent service at reasonable and

become the number one cafe in the whole world. Expand our business not only

in the Philippines but all over the world

 St. Columban’s School Inc.
Labrador, Pangasinan

MARKETING PLAN
 Packaging Strategy
 St. Columban’s School Inc.
Labrador, Pangasinan

 Pricing Strategy

CLASSIC PRICING
Espresso P80
Americano P70
Café’ Latte’ P75
Cappuccino P90
Café’ Mocha P80
SPECIALTIES
Hot Hazel Nut P100
Hot Vanilla Nut P100
Hot Caramel Macchiato P120
Hot Vanilla White Mocha P120
 St. Columban’s School Inc.
Labrador, Pangasinan

Hot Choco Macadamia P100

Mocha Berry Latte’ P100
Native Hot Chocolate P95
ICED COFFEE
Iced Café’ Latte’ P110
Iced Café’ Mocha P100
Iced Caramel Macchiato P120
Flavoured Iced Latte’ P110
Iced Vanilla White Mocha P120
Iced Strawberry White Mocha P130
Flavoured Iced Mocha P110

PRICING

Curly Fries P70

Waffle Fries P80

Onion Ring P90

Cheese Fries P100

 St. Columban’s School Inc.
Labrador, Pangasinan

Chicken sandwich P90

Pancake P70

Toasted Twister P100

Nachos P150
Oreo cake P120

Chocolate Brownies P120

A. Distribution Strategy

Distribution sales are dependent on repeat business; therefore the sales

strategy for Espresso yourself is based on personal, consistent sales contact,

with a high emphasis on customer service and relations. Because we are a

new distributor, we understand that we will have to prove our worth to our

customers in order to earn their respect and business. Both of the owners,

Carol and John, will make personal calls on potential customers to review our
 St. Columban’s School Inc.
Labrador, Pangasinan

product line and services, give general information on our company, and

discuss how we feel we can help them succeed in their business.

B. Promotion Strategy

Relationships are the key to success in the distribution business. Personal

selling will remain our most important means of promotion. Both Nicole and

John will lead this effort - Nicole, with his skill and experience in sales and

distribution, and John in customer service and relations. In addition to

personal selling, Espresso Yourself has identified several other means of

advertising and publicity.

ORGANIZATIONAL CHART

Espresso Yourselfs
Organizational Chart

Owner

JOMARK TORIO

Accounting Manager Marketing Manager Operations Manager H.R. Manager

 St. Columban’s School Inc.
Labrador, Pangasinan

FINANCIAL PLAN
Revenue

Sales Revenue

coffee sales 396000

retail sales 67400

dessert sales 71500

food sales 65100

bottled drinks 24000

bean sales 134500

Net Sales 758500

Other Revenue 3218

Total Revenue 761718

Expense

Cost of Goods Sold

coffee purchases 164280

 St. Columban’s School Inc.
Labrador, Pangasinan

inventory Supplies 22600

Retail Purchases 21400

Dessert Purchases 37800

Food Purchases 20600

Bottled Drinks 9300

Total COGS 275980

Payroll Expenses

Wages and Salaries 202000

Gov't Payroll Taxes 7530

Employee Benefits

Total Payroll Expense 209530

General & Administration Expense

Accounting & Legal 2400

Advertising & Promotions 4800

Bad Debts 400

Business Fee & Licenses 550

Cash Short/Over -750

Courier & Postage 825

Credit Card Charges 265

Amortization Expense 12000

Equipment Lease 14400

Income Taxes

Insurance 7200

Interest & Bank Charges 2400

Office Supplies 960

 St. Columban’s School Inc.
Labrador, Pangasinan

Property Taxes

Professional Services 1400

Motor Vehicle Expenses 5900

Misc. Expenses 800

Rent 36500

Repair & Maintenance 9600

Security 1200

Telephone & Internet 3600

Training 4000

Travel & Entertainment 9000

Utilities 7200

Total General & Administration 124650

Total Expense 610160

Net Income 151558

STRENGTH
Two well located shops in area, distinct of the service, in housing
space, wifi every shops, new and modern equipment.

WEAKNESSES
 St. Columban’s School Inc.
Labrador, Pangasinan

-Lack of adaption of the local culture.

-Seasonal

OPPORTUNITIES
• Expansion

• Increase of society’s health concerns

• Growing of people’s environmental concerns

• New market opportunity increase market share

THREATS
• Economic crisis

• Aging population

• Inflation rate

• Competition
St. Columban’s School Inc.
Labrador, Pangasinan
 St. Columban’s School Inc.
Labrador, Pangasinan

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