Business Proposal: Overnight

invest initial capital to start the café and will be the top manager. As a manager of the café, he will be responsible for managing a small team of 10 employees.

Description of Business, Product/Service

As described earlier, the main product that the company will offer to its customers include gourmet roasted coffees, such as mocha, cappuccino, espresso, latte, and brewed coffee. The café will offer complementary products/services to its customers, such as tea and smoothies (strawberry, peach, mango, lemonade, orange, and berry based on seasonality). Moreover, a simple menu line will also be included in relation to the products like Panini, Mini Pizzas, Pasta, Grilled Sandwiches, Salad, Cinnamon Rolls, Cupcakes, Bread, and Cookies. All products will be fresh, healthy and of high quality. Moreover, the company will offer free books and magazines to the customers to read and relax in the café.

Strategic focus and plan

Mission statement

"The mission of the café will be to provide, healthy, high quality and fresh products to the customers and to be committed to the employees to ensure high-level customer service."

The mission statement of the company indicates that the aim of the café will be to develop a different place, where the customers cannot only enjoy coffees and other products but also, socialize and relax with the high-quality services (Hult, Pride & Ferrell, 2014). The company's mission will be to provide a relaxing environment through cozy ambiance, friendly customer service, and high-quality products along with the development of friendly communication between management and employees to increase customer satisfaction.

oals

• The Overnight Café plans to increase brand equity by 30% in the second year of operations through generating leads as a result of a combination of traditional and digital marketing campaign.
• The company plans to increase 50% sales by the end of the second year of operations.
• The company has the aim to increase brand awareness by 40% by the end of 1st year of operations through the social media campaign.
• The company aims to offer an indoor play area to its customers in the fifth year of its operations to get a competitive edge and to extend its services.

Core Competencies

Innovation brings out the competitive edge for the companies operating throughout the world. The café will. Offer the wide range of the products and the taste will be quite different and amazing from that of the other café within that particular area. The cost pricing of the products will be quite different from that of the competitors (Hult, Pride & Ferrell, 2014).  Moreover, the company will aim to deliver the best quality of the products as this will help in extending the barriers of the organization (Jensen, 2013). On the other hand, the customer services will of top quality as, “customer satisfaction is the main motive of the company”. The management team will look after the quality of the services and products delivered to the customers.

Situation analysis

SWOT analysis

Internal Strengths:

The strengths of the organization will be its top quality of the management support to the customers as well as to the employees (Levy & Weitz, 2007). The cafe will offer the wide variety of the products wait for top most quality as perceived by its respective competitors within the market segments.

Weaknesses:

The personnel and the finance section may lead to becoming the weakness of the organization. Therefore, the management team will look after the execution of the business process of the organization. The improper training to the employees many affect the organization, therefore, the managers will arrange perfect training for the employees of the organization (VanÄ›k, Mikoláš & Žváková, 2012).

External Opportunities

The increasing demands for the fast food and the coffee will help in attracting the customers towards the organization. This will provide an opportunity for the organization to increase the productivity as well as the profitability of the organization (Mishra, 2013). The implementation of the innovative tools and techniques will help in increasing the selling of the products and will increase the reputation of the company.

Threats:

The other café’s and the competitors within the concerned area will provide a potential threat to the Overnight Café. The legislations from the government might cause a threat to the café in executing its business process.

Industry Analysis

The café are the increasing business sectors all over the country. The coffee consumption has shown high and steady growth throughout the country (Mullin, Hardy & Sutton, 2007). The demands for the coffee lovers are increasing rapidly and it suggests that the coffee industry has the bright future all across the world.  The coffee consumption has received a steady growth of about 2.5% throughout the United States. The local climate having a long rainy season is good for the growth of a large amount of the non-alcoholic beverages.

Competitor Analysis

Starbucks is one of the leading competitors in the field of café throughout the United States. The star bucks nearly hold 35% of the total market share all around the country, therefore, it will give a tough competition to the Overnight Café (Pinson, 2008).  Another example of the competitors within the Unites States is the Café Roma. PJ's Coffee & Tea, Java Dave's and New World Coffee are the major competitors in the field of café shop. 

Customer Analysis

The customers will be offered great quality of the coffee, coffee products, and other food products in order to increase the profitability of the organization (Rego & Nunes, 2010). The students, youth, and the travelers will be targeted for the selling of the products. There will different schemes and promotional offers to attract the consumers towards the organization.

Market-Product Focus

Marketing and Product Objectives

The marketing as well as the products objectives for the café are as follows:

• Development of the brand awareness by increasing new customers to the organization.
• To increase the selling of the products and to satisfy the customers by offering satisfactory services to them.
• Developing awareness with the help of the structure and effective conversation system with the respective customers of the organization.
• To offer top quality of the services and products in order to retain the customers.
• To achieve the desired goals of the business within the fixed time limit.

Target Markets

The target markets will include those people who get their everyday cup of tea with great taste in the relaxing surroundings.  It has been seen that the different ages of the people have different kinds of choices for the coffee (Safir, 2013). Therefore, the company will target the different variety of tastes for the consumers. It will help in attracting the consumers and will increase the productivity as well as the profitability of the organization.   It is important to analyze the different needs of the customers as it will help in assisting the consumers with top quality of the services. 

Points of Difference

The points of difference will be in the quality and the pricing of the coffee as well as the other food items available at the café. The buying patterns of the customers will be quite different in terms of that of the respective customers of the organization within the market segments. The customers will be pleased to have great taste at the lower prices of the coffee and the coffee products. 

Positioning

Overnight café will position itself as the reasonably priced coffee house delivering top quality of the coffee items to the respective customers (Samset, 2010).  The café is going to be made innovative and effective as to attract the customers towards consuming the coffee and its products.  The unique approach towards the customers will help in gaining the competitive advantage for the company and, on the other hand, the innovation in the desired product items will help in increasing the brand reputation of the café within the market segments. 

Marketing Program

Product Strategy

The product will include the quality and it availability for the customers of the organization.  It is very needful to implement the best strategies regarding the products (Sawant, 2010). The products are the one which will attract the customers towards the café and will help in increasing the profitability of the café. The customers will be offered with a top quality of the products having different varieties of the coffee.

Price Strategy

The pricing strategy of the company is based on the standard rates offered by the industry practices.   The primary aim of the café will be at providing the best quality of the coffee at low prices than the competitors within the market segments. 

Breakeven Analysis

The Break-even study critically indicates that nearly $30,237 will be required within monthly revenue in order to reach the desired break-even position.

Break-even Analysis

Monthly Break-even Revenue		$20,299
Assumptions:
Average Percent Cost Variable		32%
Estimated Monthly cost price Fixed	$19,654

Promotion Strategy

There will different promotion schemes adopted for the café such as with the help of social media, campaigning at popular malls and cinema halls and with the help of the television.  The different sectors of the people will be the target with the help of the effective promotions for the café.

Place (Distribution) Strategy

The location selected for the establishment of the café is near Northern Illinois University. Different areas such as the shopping malls, colleges, and the cinema halls will be targeted for promoting the café (Sawant, 2010).   These locations are selected for promoting as this location includes a large number of the people, students and the youth that will help in increasing the profitability of the organization.

Financial Data and Projections

Past Sales Revenue

The past sales revenue will be based on the business process execution plans from the management team.

• Sales growth was least of 15% yearly, margins outstanding, income at roughly 20% - 25%, cash flow sufficient.
• Advertising will continue below 5% of sales.
• The corporation will spend remaining profits into monetary markets
• Prospect cash investments determination use NPV projection to attain utmost return with incomplete risk.

Five-Year Projections

The first three months will for the setting up of the physical condition of the company, hiring the personnel, establishing the relationship with then vendors and the suppliers of the raw materials (Venkatesh, 2015).  The fourth month of the café will be the grand opening of the business. At first, the sales is supposed to remain low than in a few month it will grow steadily. 

Marketing expense budget

Advertising	$4,800	$2,400	$2,400
Strategic relationships	$2,000	$1,200	$1,200
Other	$2,400	$1,200	$1,200
Total Sales and Marketing Expenses	$9,200	$4,800	$4,800
Percent of Sales	5.23%	1.07%	0.97%

Sales forecast
Drinks	$105,921	$271,254	$296,874
Food	$69,908	$179,028	$195,937
full amount Sales	$175,829	$450,282	$492,811
Direct price of Sales	2001	2002	2003
Drinks	$26,480	$67,814	$74,219
Food	$29,361	$75,192	$82,293
Subtotal Direct price of Sales	$55,842	$143,005	$156,512

Organizational Structure

The organizational structure of a corporation plays the most important role in evaluating the desired business process of the company.  Charles Posejpal  is the owner of the café and he will need a team to execute the entire business process of the Café. An extra manager is required for hiring that will help in assisting and maintaining as well as reviewing operations within the café. A chef will be hired in order to manage the desired kitchen operations as well as be vital to maintaining coffee and the foodstuff register stability with support in the menu development. A helper manager or the higher server is going to be the hire that will be given the higher amount of salary, will provide normal counter service plus support to the supervisor as well as the general manager. A team leader will be hired that will do secondary supervision function in the kitchen with offer help to the chef in major kitchen/cooker function. Part-time workers will be then hiring to grip serving, as well as dishwashing function. The marketing along with accounting utility will be grip by autonomous supplier/consultants.

Implementation

The implementation of the desired marketing plan needs to be done perfectly as it will enhance the effectiveness of the entire organization. The implementation process is most important for the establishment of the company within the market segments (Wong, Radel & Ramsaran-Fowdar, 2011).  The following milestone is important in order to implement the desired marketing programs within the organization.

Advertising	Start Date	End Date	Budget
Marketing plan closing	1/1/2016	2/1/2017	$0
Advertising	1/1/2016	1/1/2017	$9,600
Strategic relationships	1/1/2016	1/1/2017	$4,400
Grassroots promotion	1/1/2016	1/1/2017	$4,800
Name me	1/1/2016	1/15/2016	$0
Name me	1/1/2016	1/15/2016	$0
Name me	1/1/2016	1/15/2016	$0
Name me	1/1/2016	1/15/2016	$0
Name me	1/1/2016	1/15/2016	$0
Other	1/1/2016	1/15/2016	$0
Total Advertising Budget			$18,800

Evaluation and Control

The manager of the organization needs to control as well as monitor the desired process and activities within the café. This will help in maintaining the overall effectiveness and efficiency of the café.

Contingency Planning

Difficulties and risks:

• Troubles evaluating the visibility as well as awareness of the overnight Cafe
• An entrance into the Portland of the "discussion roundtables" or additional single gathering events.
• Subordinate than the forecasted expenditure of raw materials

There are some of the worst cases that may include.

• This will help in determining that the business is progressing on the ongoing basis.
• Having to settle tools to cover up the desired liabilities.

The overall control and the monitoring process are of great importance as it helps in bringing out the success of the marketing plan. The entire budgeting and the financial activities will be monitored by this process.

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