2.

Table of Contents
Executive Summary
1. Description of business
1.1. Mission
1.2. Vission
1.3. Objectives
2. Market Analysis Summary
2.1. Consumer Demographics
3. Marketing summary
4. Industry Analysis
4.1. Main Competitor
4.2. Competitive Edge
5. Location of business
6. Management Team
7. Personnel Requirements
8. Financial Portion
8.1. Sources and Applications of funds
8.2. Start-up expenses
8.3. Financial statements
8.4. Land, Building, and Capital Equipments
8.5. Pro-Formas
9. Appendices
9.1. DTI Registration Certificate
9.2. Certificate of Registration (BIR)
9.3. Mayors Permit
9.3.1. Barangay Business Clearance
9.3.2. Sanitary permit to operate
9.3.3. Fire Safety Inspection Certificate
9.3.4. Zoning Certificate
3. Executive Summary

Kuini Cafe will serve high-quality coffee and pastries to anyone in our area esp students
and office workers in our area. we will sell different flavors of roasted coffee with a focus
on providing quality at speed. Our product can be taken away for busy people as well as
to dine in, with both indoor and outdoor spaces for customers.

The business will be a start-up in the form of a partnership. We aim to open our doors to
the general public around June 2023 after we have finished all the necessary preparations
to operate.

4. Description of Business

Kuini Cafe is primarily merchandising thru the takeaway customer can avail. we offer
different types of coffee and non-coffee beverages and different pastries. but we plan to
manufacture powdered coffee and ready-to-drink beverages once we settle in our place.
we also provide customer service to serve our customers to provide their needs when they
are in our coffee shop.

The business will be a start-up in the form of a partnership. We aim to open our doors to
the general public around June 2023 after we have finished all the necessary preparations to
operate.

Mission: Through leadership, innovation, and collaborations, we will provide superior

quality products and services to our customers and communities.

Vision: To position Kuini Cafe as a dominant regional brand in the Philippines by

consistently delivering exciting products, sensations, and experiences to an increasing
number of admirers.

Objectives:
• Maintain a high standard of food quality and service
• Offer discount coupons
• Offer a delivery service
• Create a cozy and friendly atmosphere
• Turn in profit in the first year of operation
• Establish a name to become the best coffee shop in our area

5. Description of Target Market/Potential Customers

The potential customers of our business will primarily be consumers because they are
ordinary people who will purchase our products for personal use rather than for
manufacture or resale. A consumer is a person who can decide whether or not to purchase
a product in a store and who may be influenced by marketing and advertising. We will be
selling retail since we will be selling our products to consumers and not to businesses and
institutional customers. Our product will be available not only for locals but also to
tourists who will visit our store because Ilocos Norte is one of the most visited provinces
in the Philippines.

In order to better understand the consumer demographics of a coffee shop, it is

important to consider the various factors that can influence coffee consumption. These
can include factors such as age, gender, income, and location.

Age:

One of the most important factors to consider when looking at the consumer
demographics of a coffee shop is age. It is generally accepted that coffee consumption
increases with age, with older adults drinking more coffee than younger adults. This is
likely due to the fact that older adults have more disposable income and are more likely
to have sedentary occupations.

Gender:

Another important factor to consider is gender. Studies have shown that coffee
consumption is higher among men than women. This is likely due to the fact that men are
more likely to have jobs that require long hours and coffee is seen as a way to stay awake
and alert. Additionally, women are more likely to be pregnant or breastfeeding, which
can impact coffee consumption.

Income:

Income is another significant factor to consider when examining coffee consumption. It is

generally accepted that coffee consumption increases with income, as higher-income
individuals have more disposable income to spend on coffee. Additionally, higher-
income individuals are more likely to work in occupations that require long hours,
making coffee an essential part of their day.

Location:

Another important factor to consider is location. Individuals who live in urban areas are
more likely to drink coffee than those who live in rural areas. This is likely due to the fact
that urban areas have more coffee shops and higher concentrations of people who work
long hours. Additionally, urban areas typically have a higher cost of living, making
coffee an affordable luxury.
6. Marketing/Advertising/Promotion

The coffee shop business is very competitive. In order to convert potential customers into
regular customers, coffee shop owners need to focus on providing an outstanding
customer experience. Providing great coffee is essential, as this fact is the primary reason
people visit coffee shops. We need to ensure that our coffee is consistently high quality.
In addition to serving great coffee, we need to make sure their staff is friendly and
knowledgeable. Potential customers should feel welcomed and cared for when they visit
a coffee shop. Creating a comfortable and inviting atmosphere is also key to providing an
outstanding customer experience. Potential customers should feel relaxed and at ease
when they visit a coffee shop.

Marketing a coffee shop, on the other hand, involves more nuance than marketing other
small businesses since these facilities provide a highly social experience that is heavily
reliant on word-of-mouth promotion and personal referrals from existing customers. The
first marketing strategy that we would implement would be free WiFi and installing
electrical outlets on each table for laptops. Loyalty programs are also a must for coffee
shops. Customers can collect punch cards with the promise of receiving every 50th cup of
coffee free, which can be attractive to daily coffee drinkers. Coffee businesses must also
advertise on their site. Every coffee shop should have a distinct front that clearly
identifies the institution for what it is. This eventThis includes huge windows revealing
the indoor seating area, tables set outside, and a coffee menu placed outside. We will set
up clear and visible business signs, pick a prominent site, and post tiny, movable signs
along the road, on the sidewalk, and in the outside seating area.

There are a number of different ways to advertise our coffee shop. Our methods of
advertising a coffee shop include online advertising, print advertising, and word-of-
mouth. Online advertising can be a great way to reach a large number of potential
customers with relatively little expense. Since People often look for their next stop on
social media we will establish different kinds of advertisements that will target our next
potential customer. This response may be accomplished by developing a website and
social media profile for our business and then using these platforms to distribute
information about our coffee shop to prospective consumers. Print advertising can be a
bit more costly, but can be effective in reaching a local market. This can be a more
effective way to reach potential customers who may not be using the internet to search
for local businesses.
Word-of-mouth is always a valuable form of advertising. This can be done by offering
discounts to customers who refer new customers, or by simply asking customers to tell
their friends about the business. In this way, our business can establish name recognition
to gather more customers.
7. Competition

Name: Dohan Food House

Address: Jose P. Rizal St., Laoag City
Phone Number: 09461831951
Hours of Operation: 10:00 AM - 8:00 PM
Strengths: Efficiency and reinvestment strategy
Weaknesses: A lack of overly unique products
How is their business: Increasing. Good managers are able to make sound decisions that
will help the business to weather difficult times. They are also able to keep costs under
control and ensure that the business is running smoothly.

Name: Milk Pot Cafe

Address: Gov. Julio Agcaoili, Laoag City
Phone Number: 09335681601
Hours of Operation: 11:00 AM - 7:00 PM
Strengths: Employee treatment
Weaknesses: High price point
How is their business: Increasing. They have a loyal customer base that keeps coming
back. This is because these customers trust the business and know that they will be able
to get what they need.

Name: Vis-a-vis Lounge

Address: Primo Lazaro St., Laoag City
Phone Number: 09381039171
Hours of Operation: 10:00 AM - 8:00 PM
Strengths: Quality, profitability, and ethicality
Weaknesses: Manual Systems
How is their business: Increasing. They have a good reputation. This can be built over
time by providing quality products and services.

Conclusion: There are many coffee shops in the world, and each one has its own unique
advantages. However, there are some key competitive advantages that our coffee shop
has over others. The first competitive advantage that our coffee shop has is its location.
Our coffee shop is located in a prime location that is convenient for many people. It is
close to public transportation, and there are many other businesses and attractions nearby.
This makes it easy for people to come to our coffee shop and get their coffee fixed. And
our coffee shop offers enough space for parking for our customers which is often a
problem when this kind of establishment pops up. Our location also offers convenience
where they can park and pick up their coffee that they can enjoy before their errands.

The second competitive advantage that our coffee shop has is its price. Our coffee shop
offers a variety of coffee drinks at a very competitive price. This makes it a great option
for people who are looking for a cheaper alternative to other coffee shops. Our coffee
shop offers quality drinks and pastries that anyone can enjoy without breaking the bank.
A good coffee doesn’t need to be expensive. We offer something that is affordable and
can be enjoyed by anyone.

The third competitive advantage that our coffee shop has is its atmosphere. Our coffee
shop has a warm and inviting atmosphere that makes people feel comfortable and at
home. Our shop is the ideal place for customer to release their stress. With the rich aroma
of coffee and feel-good music in the background and together with our architectural
interesting facade we have, customers will be delighted with their stay. This is a great
place to come and relax with a cup of coffee, and people often come here to stay and chat
for a while.

The fourth competitive advantage that our coffee shop has is good customer service. Our
coffee shop will be transparent and build relationships with our customers in order for
them to experience the service they deserve. We will listen to our customer’s suggestions
and opinions in order to improve our services.

8. Location of Business

• Is your building to be leased or owned? State the terms.

• If renovations are needed, what are they? What is the expected cost?
• Provide a floor plan of your business, office, selling/customer area, and
production area for the manufacturing industry.

We will lease an area at Robinson’s Place Ilocos at San Nicolas, Ilocos Norte. We will
choose the space on the ground floor where we can be seen from outside. The length of
the lease will be 10 years and is renewable upon the agreement of both parties. The
monthly rent will be P35,000 and a security deposit of the 1-month advance payment of
the rent.

The floor plan will include a 2000 square feet coffee bar which will include a seating area
with 10 tables, a kitchen, a storage area, and a bathroom. The place will be cozy and
aesthetically pleasing with its cool tone and architectural facade. Mirrors are also
available inside for taking photographs that can be shared by the customer's social media,
in that way it can attract the potential customer. together with the feel-good music that is
on the background that will help the customer enjoy their stay. The clear window
displays, through which passersby will be able to see customers enjoying their beverages,
and outside electric signs will be aimed to grab the attention of the customer traffic.

9. Management Team
Kuini Cafe will provide the professional leadership and dedication needed to
establish itself as a renowned local coffee establishment in San Nicolas, Ilocos Norte.
Deneene and Loraine have been brewing coffee for more than fifteen years, ever since
their parents taught them the basics in high school. Both have business degrees from
Northwestern University and have spent time developing their trade at local coffee shops.
Kuini Cafe has discovered its image and corporate strategy by trial and error, numerous
errors, and lessons learned. Aside from Deneene and Loraine, they will hire 6 part-time
baristas (3 per shift, 2 shifts 7 days a week) to assure the business’ success.
10. Personnel Requirements

Employees are the heart and soul of our coffee shop. We couldn't run the business
without them. Even the smallest shop is challenging to run and maintain as a one-man
operation.

The business is primarily operated by baristas. Their job is to make the best-
tasting coffee possible. They're in charge of brewing coffee. However, their work entails
more than just preparing a cup of coffee and passing it to a customer. Baristas also
answer client queries and continue their education to stay up to date on industry
innovations. They understand how the equipment works and how to make coffee. Along
with making coffee and serving as a cashier, baristas may also be responsible for cleaning
and inventory management. Baristas will have an hourly wage of P500 and work part-
time.

We will recruit baristas that possess the following characteristics:

Deep understanding of coffee

Dependable and trustworthy
Excellent interpersonal skills
A desire to help others
Inventory management expertise
Excellent pouring abilities
Latte art connoisseur

The day-to-day operations of a coffee shop are managed by coffee shop

managers. Managers are responsible for a variety of tasks, including employee training,
maintaining customer service standards, managing inventories, and handling financial
concerns. Deneene and Loraine will take on this role up until the business grows large
enough that we will hire a manager.

Managers must do the following:

Maintain inventory records

Ensure that personnel completes their cleaning responsibilities on time
Handle consumer complaints
Employee Supervision
Find substitutes for absent staff
Take responsibility for coffee shop worker shift scheduling

Records, taxes, payroll, and other financial concerns will be handled by an

accountant. When starting a coffee shop, many proprietors also take on the position of
accountant. Deneene and Loraine are no different as they will also take on this role.
When the company grows and financial concerns get more complicated, they will hire an
accountant.

FINANCIAL PORTION

1. Sources and Applications of Funds

The owners' investments and bank loans are the two main sources of funding for the
business. Deneene and Loraine, two significant owners, have each given ₱150,000 and
₱100,000. The additional ₱50,000 investment from the second investor increases the total capital
to $300,000. The two bank loans—a one-year loan for ₱200,000 and a long-term (five years)
loan for ₱700,000—provided the remaining ₱900,000 needed to pay for the startup costs and
assets. Through Banco De Oro, both loans were secured.
2. Start-up Expenses

The start-up costs are expected to be P1,200,000 and comprise the following expenses:
 Store design/build: ₱700,000
 Working capital: ₱500,000
 Opening inventory: ₱100,000

3. Financial Statements

Key Assumptions

The essential presumptions needed to arrive at the income and cost figures in the
financials and to pay off the company loan are shown in the following table:

 Number of Customers Per Day: 80

 Average Menu Item Cost: ₱80
 Average Order per Customer: ₱220
 Annual Lease: ₱50,000
4. Land, Building, and Capital Equipment,

Tools
Specialized commercial equipment is needed to make stunning lattes and foamy cappuccinos. It's difficult to open a
coffee business, but having a thorough list of the necessary supplies will help.

Coffee, Espresso, and Beverage Equipment

The most important item you'll need to fill your coffee shop before it opens is the coffee, espresso, and beverage
equipment you purchase. These elements have a direct impact on the quality of the drinks you offer and your
ability to serve customers quickly. To appeal to a broader range of customers, some of these goods allow you to
expand your menu to include a variety of non-coffee beverages. The following is a list of essential coffee, espresso,
and beverage equipment for your coffee shop.

1. Espresso Grinder (Php 5,699)

For the best cup of coffee, you still need freshly ground coffee beans. An espresso
grinder is therefore a need in any coffee shop. As fresh coffee beans are ground
throughout the day, the bean's surface area rises, resulting in the different flavor
and aroma of several coffee brews. Even 10 minutes of waiting before brewing can
cause a substantial flavor loss. Employing an espresso grinder ensures the beans
have the ultra-fine grind required by the machine because many of your specialty
beverages require the usage of an espresso machine.
2. Espresso Machine (Php 6,999)

By selecting the best espresso machine for your shop, you can transform coffee
beans into your unique lattes, mochas, cappuccinos, and other specialty drinks.
These espresso-based cocktails, in addition to captivating customers, will improve
your earnings more than merely serving black coffee. Your espresso machine will
be the workhorse of your coffee shop, so do your homework when selecting the
ideal one.
3. Coffee Brewers (Php 8,799)

There are many coffee brewers on the market, each with a unique set of benefits.
Pour-over brewers provide you more control over the coffee-making process than
automatic brewers do. Automatic brewers brew coffee quickly and automatically.
A coffee urn with a large capacity may be your best option if you need to serve a
large number of customers quickly.
4. Coffee Roasters (Php 4,569)

While a lot of coffee shops don't roast their own beans, others do so to reap the
benefits of buying coffee roasters and doing it themselves. This creates distinctive
coffee flavor profiles and provides you greater control over the roasting of your beans.
Additionally, you can save money by roasting your own coffee beans rather than
paying someone else to do it for you.
5. Regular Coffee Grinder (Php 1,999)
A low-fat pumpkin spice latte with three extra pumps of vanilla syrup and low-fat milk might not be for
everyone. In a typical commercial coffee grinder, the beans are processed for producing regular and decaf
drip coffee. You should only need one because this is likely to be less popular than your espresso-based
cocktails.
6. Frappe and Smoothie Blenders (Php 1,299)

To prepare iced lattes, frappes, and macchiato if you sell frozen espresso drinks, you'll
need a blender for smoothies and frappes. A sound shield will allow you to prepare
drinks without disturbing the calming ambiance of your establishment. Make sure to buy
one. In contrast to a high-speed blender, which creates a smoother consistency and
speeds up delivery, a granite machine maintains chilled and frozen drinks ready to serve.
7. Decanters, Airpots, and Satellite Servers (Php 799)

Airpots and satellite brewers keep coffee heated for longer than standard glass
decanters when separated from their base. These are great options for a self-service
station that will minimize lines and enhance circulation within your coffee shop.
8. Iced Tea Brewers and Iced Tea Dispensers (Php 4,99)

Customers enjoy drinking iced tea in the summer, whether it's traditional iced tea or
southern sweet tea. A combination coffee and tea brewer saves counter space for
smaller companies, but if you have enough of counter space, purchase a separate
iced tea brewer and dispenser.

Coffee Shop Accessories

With the addition of a few coffee shop accessories, our business will transform from a quick morning pit stop to a
pleasant, at-home coffee shop. With these simple changes to our shop, we can persuade our regular customers to
stay and study, work, mix, or relax.

1. Coffee mugs and tea cups (Php 1299)

For customers who prefer to drink their coffee inside your shop, keep a stock of
ceramic coffee mugs and tea cups in various shapes and sizes on hand.

2. Espresso cups (Php 999)

Espresso cups are intended to hold 1 oz. and are smaller than typical mugs. 1
espresso shot or 2 oz. Customers can get a double dose if they need an extra
caffeine kick.

3. Creamers (Php 399)

You can cater to the various tastes of your guests by offering fresh cream in
creamers at your condiment station or on the table.

4. Sugar pourers (Php 259)

Customers can sweeten their own drinks with sugar pourers, which are easy to use
and refill when they run out.

5. Coffee filters (Php 99)

You may brew coffee without worrying about grinds going into your coffee pot if you use coffee filters.

5. Pro-Formas
SUPPORTING DOCUMENTS/APPENDICES
1. DTI Registration
2. BIR Permit

3. Mayor’s Permit

4. Zoning Certificate