Coffee Shop

Business Plan
 Confidentiality Agreement
The undersigned reader acknowledges that the information provided by Pentas Kopi
in this business plan is confidential; therefore, reader agrees not to disclose it without the express written
permission of MALAYA ( PT. MALIKA LENTERA RAYA ). It is acknowledged by reader that information to be
furnished in this business plan is in all respects confidential in nature, other than information which is in
the public domain through other means and that any disclosure or use of same by reader, may cause
serious harm or damage to Pentas Kopi Brand. Upon request, this document is to be immediately returned
to MALAYA Food & Beverages Department ( Pentas Kopi )
This is a business plan. It does not imply an offering of securities.

Jakarta, 20-7-20

Nopik Wigiarto
President Director
PT. MALIKA LENTERA RAYA ( MALAYA )
Introduction The history and philosophy of the Coffee Shops was Several unique features were identified for
studied and considered in respect to its viability in this particular venture, which makes it an
today’s marketplace. Coffee is the second largest unusually attractive and profitable business
Why we make commodity traded in the world (second only to oil)
and has proven to be immune to recessions.
investment. The proposed location has very
high traffic year-round, and exceptional
coffee business : Consumption declined in the 1800s with the
introduction of tea, but today coffee shops also sell
traffic in the summer months.

Today, coffee drinking and the cafe experience

tea and other beverages.

“Coffee is the second

are more popular than ever. Indonesians drink
Regardless of competition, a properly organized 1.3 cups of coffee per day. Drinking coffee now

largest commodity
casual/business meeting place where quality, is a lifestyle. According to the survey results
specialty coffees are offered will always be viable, every year there is an increase of seven
especially where it contributes some uniqueness to percent of coffee connoisseurs. Coffee shops
traded in the world” the local scene. There is therefore unlimited have become once again the place to meet
potential. with friends or to simply enjoy a few moments
of solitude in a comfortable atmosphere. The
target consumer is not limited by race, creed,
age or occupation.

The coffee shop explosion which went through

Europe centuries ago is now likewise changing
the cultural fabric of Indonesia, and presenting
great business opportunities in the process

Jakarta, Bandung & Bali is the city of part

Indonesia was the fourth- in Indonesia who get the biggest devisa
every year. A lot of tourists come to
largest producer of coffee in Jakarta, Bandung & Bali does not rule out

the world the possibility of getting huge profits from

selling coffee, food and other beverages.
Why should the
Vision
Pentas Kopi will become the foremost Coffee Shops in the area which uses a
simple concept but modern and to link people and things that interest them
in a social and virtual community while providing hospitality priority in his
ministry.

Mission
Pentas Kopi creates the tasting Indonesian coffee and through fair
trade, links producers and consumers in a meaningful way.

Will offer another products instead of coffee for make the customers
easy to chose what they want.

Smile and Friendly are the most important part of our

ministry. Also provides a very comfortable and adequate

facilities.
UNIQUELY PENTAS KOPI IS TYPE OF WARUNG
Warung is a type of small family owned business. A
warung is an essential part of daily life in Indonesia.

Why we choose Pentas Kopi as the name for the

company because we want to introduce people that we
will give besides we sell products, we also want to
introduce hospitality to the customers. Also it’s because
we use local coffee here. Good interaction and
communication, personal sincere, and personal approach
that we show to customers makes them feel as
comfortable as being at home. That whats make the
customers remember Pentas Kopi is a good place for visit
and they will come back again.

Pentas Kopi have a unique concept that we can offer to

the customers. How is good the local beans mean
Indonesian Coffee, very tasty. They can see how we work,
how we make a products that they order, how tights the
place, hows the process, very close with them, very
excited.
 Location and facilities
Have a plan to open in Jakarta, Bandung & Bali. The strategic location near Hotels,
Shops, beach, easy for customers to find the Coffee Spot around them. The traffic of
people there is also crowded. Good location. This property is located in a commercial
area within a walking distance in Main street with the busy downtown commercial
area. The commercially zoned premises have the necessary water and electricity
hookups and will require only minor re-modelling to accommodate the espresso bar,
kitchen and storage area. The coffee bar's open and clean interior design with
modern wooden decor, and will be in-line with the establishment's positioning as an
eclectic place where people can relax and enjoy their cup of coffee. The clear
window displays, through which passer-by will be able to see customers enjoying
their beverages, and outside electric signs will be aimed to grab th attention of the
customer traffic.

The best Indonesia Coffee

THE BENEFITS TO PARTICIPANTS
Indonesia is one of the top coffee producing countries in the world, and is home to
Operational and Staffs several islands that are renowned for their coffee. There are a vast number of
Indonesian coffee brands that represent a large number of distinguished regions.
An opportunity to take up a career in the coffee industry in a friendly, people-oriented When it comes to Indonesian coffee, it can be hard to know where to start!
environment, where ability is recognised and above average wages are paid; enjoy
comprehensive ongoing training with attractive benefits and an opportunity to make the Coffee connoisseur or not, we believe that Pentas Kopi has a lot to offer. We have
business in Jakarta, Bandung and Bali. recommendations from four different islands below. If you're interested in hearing
a little about each of these islands, we've got you covered

Investors
An opportunity to take an active (if so inclined) as well as a financial part in the development and
profitability of a unique specialty coffee business, and in the coming development of new products
within the food industry
 There is plenty of variation among Indonesian beans,
but to give you a general sense, you can expect your
Pentas Kopi to be something like this...
Rich & full-bodied, Spicy, earthy & dark chocolate notes, A rustic sweetness,
Mild acidity, Intense, exotic aroma that is often spicy or woody

Sumatra Coffee Sulawesi Coffee

In terms of coffee production, Sumatra is the most
Another pretty well represented island when it comes to high
recognizable and highly regarded island. Sumatra coffee
end coffees. These profiles tend to be have exotic aroma and a
beans are considered to be some of the best in the world.
rustic sweetness. Sulawesi coffees typically include notes of
Sumatra coffee profiles are full, heavy bodied coffees with
fruit and chocolate. While maintaining the earthy quality that is
low acidity and high earthy character. Often including sweet
characteristic of Indonesian coffees, these varieties manage a
chocolate and spicy notes, these profiles are complex and
smooth, even silky mouthfeel.
exquisite. The best Sumatra coffees are simply sublime.

Bali Java
That place you’ve probably heard of from that friend you Java is literally used as slang for the word coffee, that’s how
have who has vacationed on their beautiful beaches. Bali
coffee also happens to be top notch! Typically grown in
COFFEE acclaimed it is. You’ve most likely heard of Mocha Java coffee
before. Mocha Java is a classic blend of beans from Mocha, Yemen
the central Kintamani Highlands, the profiles that Bali and Java, Indonesian. This blend is thought to have pioneered the
offers are rich and significantly less earthy than many concept of, well, blending coffee beans. Many quality blends now
other Indonesian coffees. exist that use beans of similar profiles to create the highly sought
after Mocha Java coffee taste. Although often overshadowed by the
famous blend, Java also produces some very high quality single
origin coffee beans. We have represented both types of Java coffee
in our list!
 Keys to Success

There are four keys to success in this business, three of which are
virtually the same a sany food service business. It is our fourth key--the
Community Mission--that will give usthat extra measure of respect in
the public eye.

1. The greatest locations - visibility, high traffic pattern, convenient

access.
2. The best products - freshest coffee beans, cleanest equipment,
premium serving containers, consistent flavour.
3. The friendliest servers - cheerful, skilled, professional, articulate.
4. The finest reputation - word-of-mouth advertising, promotion of our
community mission of charitable giving

Pentas Kopi,
Coffee for Sejuta asa hangatkan jiwa…
“ Hangat sih jiwa gue minum
everyday artist ini”
- Wulan Guritno -
• How we treat you

Pentas Kopi Management

All employees must be taught the history and principles of
espresso-based coffee before commencing work, and must Ecologically Sustainable
enjoy coffee. It is recognized that not only the decor but the
We believe our success as a business is measured not only by our
servers in a café scenario must be attractive, therefore
financial earnings but also our ability to reduce our ecological
attention must be paid to dress and the attitude of (potential)
footprint, improve the health of the planet and advance organic
employees. 49% of restaurant patrons return because of the
production.
service. Emphasis will be on low turnover of staff by offering
attractive conditions, terms and benefits, and a friendly, caring
Ethical
environment.
We believe our success is grounded in a
Regular staff meetings should take place monthly to monitor moral economy informed by the
progress and profitability, and update the Business Plan when principals of fair trade for our producers,
necessary. This enables necessary adjustments to be made to our workers , our shareholders and our
maintain or improve overall success, and increase both clientele customers.
and reputation. The proprietors may take part in daily activities “ Sejuta asa Passionate
when necessary but should concentrate on training management
staff, marketing and planning the future of the operation, liaising
hangatkan jiwa “ . We have a passion for excellent coffee, and
with the local and international communities, and making periodic this is reflected in our knowledge and
visits to Pentas Kopi for further ideas and acquisitions. advancement of gourmet coffee creation

All forms necessary to control inventory, forecast trends and Respectful

prepare quarterly statements have been prepared, as well
as a list of potential suppliers of equipment and supplies. We are respectful of the many hands that touch our coffee -
from the farmers who grow and harvest it, to the roasters who
Success is the result of a multitude of little things all done roast it, the baristas who brew it and to those who drink it.
well.
PROFITABILITY
The essentials for a profitable operation are:

1. Location, highly visible and easily accessible by a large number of prospective customers, by foot or by vehicle, with parking facilities. The overall key
to success.
2. Interior (workstation) designed for speed and efficiency of service, as well as good looks
3. Once in, a customer must be enticed to order an espresso based drink, not regular coffee (which they can get anywhere) an espresso focused
operation is essential.
4. Capable and well trained staff, with a willingness to learn and a professional attitude.
5. Quality, freshly-roasted coffee beans selected on customer tastes (they must like what you offer) backed up by proper preparation techniques, all
staff will be highly trained in this operation.
6. Unique atmosphere with ambience, and a unique product line, stand out from the crowd.
7. An emphasis on customer service, customers must be served promptly or they won’t come back.
8. Competitive pricing, what is offered must be worth the price.
9. Comfortable seating in a relaxed atmosphere.
10.A scrupulously clean environment..
11.Creative cost savings, every Rupiah should be used to produce maximum results.
12.Knowing how many sales are necessary to (a) break even, and (b) maintain a desired standard of living.
13.Aiming for a minimum of 70% of gross sales through espresso based drinks.
14.Adequate financing.
15.Wi-Fi facilities is also could be something interesting from the coffee shop, they can enjoy the products, stay more longer there make they will order
more.

To summarize: once one has found the right location, design, promote and operate it so as to maximize its potential.
 CREATIVE MARKETING
1. Building concept is old vintage shop semi
modern, with Indonesian culture.
2. Posters, paintings or busts of famous
Indonesian, ancient and modern, music
being a principal theme, and of
PACKAGING philosophers.
3. Non-intrusive background music, classical
Promotions might Indonesian composers. Internal and external
include a line of speakers (exclude staff area).
4. Colour schemes should be more colorful, good
collectable
for mood.
cups/mugs/glasses with 5. High-class washroom facilities, well
scenes of Indonesian above the norm for a café or
vintage, with perhaps for restaurant. This helps make a lasting
take-out coffee using impression.
these cups or cups 6. Furniture would be composed partially of
engraved with the names coffee bars/tables and armchair or sofa
of the Coffee. Plastic groups.
7. Plants providing live greenery,
wrap take away food.
including coffee-bushes, providing
The paper bag will be authenticity and an impression of the
good for carrying the Woods
products. 8. Consistency in the use of a logo is key to
building customer recognition, trust and
loyalty.
 SERVICES
One must offer a better tasting product, with faster service at a
competitive price, in comparison to competitors - i.e. better
value. Both coffee and coffee substitutes will be ground on the
premises, improving profitability and freshness. A wide range of
Cost-savings over traditional operations can
beverages should be available - 80% of people are said to drink
be achieved by: 'coffee'. High quality teas (not tea-bags, which contain tea-dust,
1. The installation of an energized water device in the mains lower grade tea and the undesirable taste of paper) should
plumbing also eliminates clogging of pipes (lime) on a therefore also be offered, as well as the popular 'flavoured'
beverages
permanent basis as there is no residual build-up, and any Attention should also be paid to providing natural 'milk
existing build-up would be quickly removed. substitutes' such as Skimmed, Soy or Rice milk to
counter lactose intolerance in customers.
2. Use of flavored coffee syrup on a per cup basis rather The menu should include some unique items, regular as
than buying flavoured coffee beans, which normally well as decaffeinated and alternative coffees, other
requires a complete brew to be set aside for this beverages, snacks such as Muffins and Croissants.
purpose, reduces waste. Same policy with flavoured
drinks. Attention should also be paid to providing natural 'milk
substitutes' such as Skimmed, Soy or Rice milk to counter
3. Emphasizing espresso-based drinks: A regular lactose intolerance in customers.
coffee may bring in a profit of $0.75 per cup,
whereas an espresso-based drink would bring in The menu should include some unique items, regular as
well as decaffeinated and alternative coffees, other
at least $2.35 per cup. Most coffee bars reach only
beverages, snacks such as Muffins and Croissants.
15-30 % in espresso sales.
While customers do not want coffee
In addition to complementary foods coffee, need
or tea, can offer other beverages
to present an easy and quick menu of breakfast,
4. Keeping equipment installation to a minimum without such as soft drinks, mineral water
lunch, and dinner, like a choice of eggs, toast, and
reducing efficiency an in-house roasting operation, and choices of juices
sandwiches.
offering freshly roasted coffee beans to patrons and other A glass of water is served with the
establishments. coffee for neutralizing
 LET’S START DOING BUSINESS
Coffee businesses are not complicated, but require an organized approach,

like any other business, in order to be successful.

Business Consultant Pentas Kopi Brand Business Investor

if you already have your if you already have a place If you trust us and want to
own coffee shop and need and wish to make the Pentas invest, we are very happy to
our help as a consultant Kopi as your business discuss with you
Monthly fee Pic consultant IDR. 7.5 Mio Monthly Brand Fee IDR.5.Mio
Coffee beans products from the Pentas Kopi food and beverage recipes IDR. 25 Mio
SOP & workforce training IDR 15, Mio / 3 month Recruitment & workforce training IDR 20 Mio
Monthly Creative Marketing Support IDR. 7,5 Mio Monthly Creative Marketing Support IDR. 7,5 Mio

The capital cost needed to open a coffee-shop in Indonesia is reported as being between 350.000.000 IDR
($19.065,78) and 500.000.000 IDR ($47664,44) In a good location the initial investment could be recouped in
the very first year.
 - Chef Juna -

- Reza Rahardian -
 Thank You
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