In this section of the business plan, provide a detailed description of your shop. Ask yourself, “What business am I in?” and “What makes my coffee and tea shop special?” In answering these questions, include your products, market and services, as well as a thorough description of what makes your coffee, espresso, and tea shop unique.
As you develop your business plan, be prepared to modify or revise your initial questions. The business description section is divided into three primary sections:
Section 1 actually describes your business;
Section 2, the product or service you will be offering; and
Section 3, the location of your business and why this location is desirable (if you have a franchise, some franchisers assist in site selection).
When describing your coffee, espresso, and tea shop, you should explain:
- Legalities. Business form: proprietorship, partnership, or corporation. What licenses or permits you will need?
- Business type
- What your product or service is. Perhaps sample beverages and food menus could be included.
- Type of business. Is it a new independent business, a takeover, an expansion, a franchise?
- Why your business will be profitable. What are the growth opportunities? Will franchising impact growth opportunities?
- When your business will be open. What days? Hours?
- What you have learned about your kind of business from outside sources (trade suppliers, bankers, other franchise owners, franchiser, publications)?
Cover Sheet
Place a cover before the description. Include the name, address, and telephone
number of your shop and the names of all principals.
Description
In the explanation of your business, describe the unique aspects of your shop and
how or why they will appeal to consumers. Emphasize any special features that
you feel will particularly appeal to customers and explain how and why these
features are appealing. The description of your business should clearly identify
goals and objectives. It should also clarify why you are, or why you want to be, in
business.
Products and Services
Try to describe the benefits of your products and services from your customers’ perspective. Successful coffee, espresso, and tea shop owners will have carefully
researched what their prospective customers want or expect from them. This
anticipation can be helpful in building customer satisfaction and loyalty. And, it is
certainly a good strategy for beating the competition or retaining a competitive
edge. You will need to describe:
- What you are selling — include your beverage and food menus here.
- How your product or service will benefit the customer
- Which specific products/services are in demand and whether these products or services can maintain a steady cash flow
- What is different about the product or service your shop is offering.
Location
The location of your coffee, espresso, and tea shop can play a decisive role in its
success or failure. Your chosen location should be customer-centered; the
location should be accessible and provide a sense of security. Consider these
questions when addressing this section of your business plan:
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- What are your location needs?
- What kind of space will you need?
- Why is the building or area desirable?
- Is it easily accessible? Is public transportation available? Is street lighting adequate?
- Are market shifts or demographic shifts occurring?
Finally, make a checklist of questions you identify when developing your business
plan. Categorize your questions and, as you answer each question, remove it from
your list.
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