MBAF503 : Business Plan : Management and Ownership

The management team for Café Mountain Moose has around 10 years of experience particularly in hotel and restaurant, business management, marketing and finance areas.

1. Ryan Harris: Operating as the managing director of the company
2. John Moore: Functioning as the General Manager along with the executive officer
3. Cristina Deli: Functioning as the Manager (Dining Area)
4. Peter Cross: Would be functioning as the Kitchen Manager
5. Katerina Dias: Would be discharging the responsibilities of Finance Manager

Products and Services:

Services: Café Mountain Moose would be featuring a negotiation from the supplier agreement with numerous local food-service wholesalers and coffee wholesalers in the Carlton South of Melbourne district having a reputation for reliability and quality;

1. Mean Beans Coffee Roasters
2. Overland Brewers
3. Healthy Harvest Bread
4. Herb Stuffed Chicken
5. Grilled Chicken with Shallot
6. Baked Mushroom and Capsicum
7. Quick Salted Caramel Pie
8. Grilled Chicken in Mustard Sauce

Concerning the market position of Café Mountain Moose, the products and services offered are both competitive and budget products. With respect to its competitors the products and services are priced similar to that of the prevailing competitors (Kiseleva 2017). The proposed business of café can concentrate on the narrower and specialized menus that targets in enhancing the overall level of quality and services. Sufficient labelling and techniques of rotation together with the sufficient storage would help in making sure that higher quality products would be sufficiently available to satisfy the demands for the customers during the peak hours.

Concerning the pricing Café Mountain Moose would be priced moderately that would offer family style food service. The prices of Café Mountain Moose products would range from $3.99 to $20 per entrée. The choices for food would be varied and the price would range from $6.69 to $20. The average price is anticipated to range between $8 to $15 that appears in line with the standards of industry of below $25.00. Café Mountain Moose would be keeping its menu reasonable priced by providing menu items that would take the advantage of seasonal produce for further lowering the price.

Innovation:

The business operators of Café Mountain Moose can place their concentrations on decreasing the food wastage by initiating the food processing techniques and going green (Kuratko 2016). Raising the awareness concerning the sustainability, particularly among the millennial can force the owners of restaurants to enforce environment friendly and at the same time keeping the sustainable practices.

Insurance:

The Café Mountain Moose would be covering different risks namely the one that is mentioned below;

1. Product Liability: Presence of unnecessary objects in different foods
2. Workers Compensation: Burns, Strains
3. Public Liability: Injuries that are suffered by thepatrons through slips and falls.

Risk management:

Legal Considerations:

There are some applicable laws of the new café business. The legal license includes Australian Business License and Information Servicethat necessarily includes the permits and licenses (Lantos 2015). Furthermore, the business would be complying with the Privacy Act and Fair Work Commission.

Operations:

The operations of the Café Mountain Moose would be located in the Carltons South of Melbourne city. The café would be serving lunch and dinners following the afterhours for specifically in the weekends. Café Mountain Moosewould be operating particularly during the peak business hour for obtaining the advantage of the street traffic.

Lunch Hours: Monday to Sunday (12 pm to 3 pm)

Dinner Hours: Monday to Sunday (8 pm to 1 am)

Sustainability Plan:

The Café Mountain Moose aims to make their business sustainable by developing the greener and profitable plan.Unpretentious improvement of handling equipment efficiently and reducing the heating and cooling bills for further investment in energy efficiency procedure (Scarborough 2016). The company aims to introduce the plan of decreasing the total waste. Particularly, recycling and similarly composting the programs that can be used in the common way of addressing heating and cooling plans for effective reduction in energy.   

The Market:

Coffee business is one of the most lucrative business markets in the Australian scenario. The country which celebrates its laid back style and which has moved far from the bustling cafes culture of the European countries and the caffeine driven cities of Northern America, Australian have become increasingly specific to their coffee (Schaperet al. 2014). The coffee culture in Australia is very rich and the trend has continued. The Quality espresso, which was brought in this island nation back in the 50s, has still continued to dominate and still remains the face of the Australian coffee market. The major players are the home players. The coffee shop industry in Australia is different than other countries (Solomonet al. 2014). Here it is not dominated by the large global coffee shop chains, on the contrary is highly fragmented, with a high percentage of single store independent coffee shops outlets,  although some of the major players such as McCafé, Starbucks, and Gloria Jeans are present too. They consists of Duke Coffee Roasters, Industry Beans, Seven Seeds, Axil Coffee Roasters, Aucuba Coffee Roasters and the famous Melbourne based St Ali Coffee Roasters. These independent coffee providing service companies and outlets have taken over the Australian market and are ruling the same.

Market research:

Extensive use of the quantitative data has been used in the compilation of the relevant information about the market of the coffee industry. Some valuable amount of information has been received, which provide an in-depth information about the insights of the coffee market of Australia (Storey 2016). The revenue in the Australian coffee segment amounts to $1440m and it is expected to grow by 2.8% annually. The market’s largest coffee segment is the ‘Instant Coffee’, which had clocked the volumes of $1223m. Moreover, the average per capita consumption stood at 1.9kg in the year 2018.

As per the latest reports, the Coffee segment is expected to have a revenue growth of 4.8% in 2019. This is a positive sign for the coffee industry in general. It is a welcoming prospect, for the Australian coffee market, considering the fact that the major players in the market are independent players (Wensley 2016). Given the nature of the coffee industry’s products and services, discretionary income categories have an important impact on the demand of the product. It is because of this, that the major markets are based on income distribution (Chambers and Humble 2017). The market is divided into mainly four kinds of income quintiles, which are the low income quintile, middle income, second income quintile and the fourth income quintile. The statistical information regarding the revenue growth and the different kinds of income quintiles have been provided below:

                            Figure 2: Figure representing Revenue Growth

                                                        (Source: acta.org, 2018)

The income quintiles have been provided below:

                       Figure 3: Figure representing Income in quantiles

                                                (Source: ibpsworld.com.au, 2015)

Market Targets:

The target market for any kind of business is one of the most important aspects of the business. The business exists for catering to the needs and requirements of its target business audience. It is no exception for the market of coffee too in the case of Australia. The coffee target audience are classified into mainly four kinds, which are the drip coffee lovers, whole bean buyers, Speciality coffee drinkers and the coffee shop lovers (Ghezziet al. 2015). The age of the target audience plays a crucial role in taking specific business decisions, relating to the different aspects of the coffee business. Around 40% of the people aged between 18-24 years, drink coffee on a daily basis, which forms an important piece of data for not only the independent coffee business, but also for the different international players , who are operating in the Australian market. Additionally, around 54% of the people, aged between 25-38, consume daily cups of coffee (McKeever 2016). This assists the businesses in taking important business decisions.

The young adult café consumers are much more influenced by the advertising, sales promotion activities of the companies, which is why, they are heavily targeted (Schaperet al. 2014). The quality driven consumers, who have higher income target market consumers, are more influenced by the existing brand name of the companies and are more driven towards the superior’s quality offerings, provided by both the existing independent businesses as well as the international chains, in Australia. Lastly, the middle income consumers, are targeted, keeping in mind the economical reward, which is expected by them, while ensuring the quality of the coffee.

Environmental analysis:

The café and coffee shops industry has grown strongly over the last couple of years, owing much of its success and growth because of the love of the Australia’s towards quality and vibrant coffee culture (Simón-Moya and Revuelto-Taboada 2016). In fact, this love for coffee culture has remained consistent and has helped spurred the domestic demand, in spite of global economic downturn in the recent years. The industry has grown successfully. Here, the coffee quality is crucial, with coffee brand, texture, temperature, milk and even the cream has been important factors for the influence of the espresso lovers (Ross and Byrd 2015).  This industry is directly affected by the changes in the real discretionary incomes, any increase or decrease in the household incomes, exerts a significant amount of impact on the industry revenue. A pictorial description has been given below:

                     Figure 4: Figure representing household income

                                               (Source: ibpsworld.com.au, 2015)

Larger workloads and an increase in the family and work commitments exerts a significant amount of pressure on the products of the industry over the last five years (Barton 2016). Industry profitability has become feeble in a slight manner over the previous five years, as competition has restricted the profit margins. However, consistent and increased demand and the decreasing trend of coffee prices have helped in raising the consistency of the profit margins.

SWOT analysis:

Strengths- One of the most important aspects of the strengths of the new coffee business is the consistent high quality of coffee provided by Mountain Moose. The beautiful décor, busy location in the Melbourne city, atmosphere and ambience is one of the most important strengths, which are being offered by Moose Mountain (Ekanem 2017). Providing internet services is one of the other aspects, which are being offered by us, is also used to target the younger audiences.

Weaknesses- One of the important weaknesses, which is much more explicit in its nature is the high maintenance costs of the workers and the staffs (Authority 2016). As it is a working start up, providing various kinds of bonuses and incentives to the new staffs is a challenge, which needs to be addressed at the earliest.

Opportunities- Discovering new market segments like young adults group, who have a busy schedule and work load is one of the most important target market, which needs to be targeted. They are one of the lucrative targets as most of them are earning and have a consistent credit worthiness (Ashkenaset al. 2015).  The demand for coffee is specifically high in various suburbs of Melbourne, which needs to be taken care of at the earliest. This would ensure a steady flow of higher income in the years to come.

Threats- External factors like industry recessions, global economic slowdown, and decrease in demand are some of the factors which exert a significant influence on the growth of Moose. The competition provided by the different independent coffee businesses such as  St Ali, Aucuba, Seven Seeds, Industry Beans and Dukes, exercise significant amount of impact upon the growth and survival of Moose. Moreover, the threat of international players like Starbucks, looms large.

Competitors:

Advertising and Sales:         

Advertising and sales is one of the most important sections of any business’s overall success (O'Neillet al. 2016). It is important not only for the established companies but also for start-ups like Mountain Moose’s. Some of the advertising types and their role have been discussed below.

The Future:

Vision Statement:

The vision statement of Café Mountain Moose includes presenting an image of the wholesome, healthy food under the attractive and clean atmosphere. The business has three influential key to success factors and would attract the accomplishment of the Café Mountain Moose goals (Withey and Gellatly 2015). The vision of the business is to select the appropriate locations by keeping the variable and overhead expenditure as low as possible and creating a higher visible market through the brands building and advertisement. In relation to the commercial transaction, Café Mountain Moose would be deliberately choosing to remain distinctive and unique in its customer experience. 

Mission Statement:

Café Mountain Moose mission is to provide quality coffee, espresso and pastry products at the competitive price in order to meet the demand for the middle to higher income locals in the local market area residents and tourists (Shafritzet al. 2015). The mission statement of Café Mountain Moose is to offer the quality product with personal customer’s service at the competitive pricing. The aim of the café is to be simple. It would be providing an entirely sophisticated, sensual yet casual dining and coffeehouse experience for several citizens of Melbourne and visitors that offer frequent casual dining spots. It would be the affordable venture for the patrons and would be encouraging them to return on several occasions.    

Goals/Objectives:

The objective of the business are as follows;

1. Quality products: Food, coffee-based beverages with higher quality and value products.
2. Service: The goal of business is to serve its patrons since they are paying to have the good time (Bustinzaet al. 2015). The goal of Café Mountain Moose is to commit each member of its staff to be courteous, efficient and attentive.
3. Marketing: The objective of Café Mountain Moose is to target its audience early and regularly.
4. Management: The goal of the business is to have the grasp of the food, beverage and cost of labour. The objective of the business is to deliver encouraging entertainment, coffeehouse experience that would not only result in repeat business but would also promote a word to mouth endorsements to other customers.

Action Plan:

The Finance:

Key objectives and Financial Review:

The key objectives of the Café Mountain Moose is to move sustainably in the direction of attaining a positive cash flow on each month beginning from the operations of the business. The business aims to reach the positive cash flow when the profits from the operations are able to lend support to both the operations and the training program.

Key Assumptions:

15. The price of the meal would range from $8 to $15.
16. The average lunch price would be ranging from $13.99
17. The business aims to target a revenue of $250,000 to $350,000
18. Yearly increase in revenue by 10 per cent.

Start-up Costs:

Balance Sheet:

Profit and Loss Forecast:

Expected Cash Flow:

Break Even Analysis:

Breakeven Analysis

                       Figure 5: Figure representing Break-Even Analysis

                                                  (Source: As Created by Author)

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