Small Business as an Entrprenuer
Business Plan Siena Cafe
Submitted to: Submitted by:
Ian Norman
Lecturer BA (Hons) Business Studies
Executive Summary
Company Description
Mission Statement
Products and Services
Current Status
Legal Status and Ownership
Industry Analysis
Industry Structure
Industry Size and Growth Projections
Key Success Factors
Industry Trends Market Analysis
Competitor Analysis
Marketing and Strategy
Financial Projections
1 Executive Summary
The inspiration to start Siena Café came about after a visit to the leafy suburb of Greenford Broadway. The junction at Ruislip Road and Greenford Broadway stands as the primary shopping parade in the whole Greenford. Over the last decade this area has undergone widespread regeneration and investment with significant improvements to parking, public transportation and green space. Couple this with thousands of potential customers who visit this area everyday and you have the makings of an excellent retail environment who has attracted large retailers and banks alike. Initial assessment of the area revealed a distinct lack of upmarket branded and independent specialist coffee shops. Siena Café will attempt to move into this niche by offering high quality competitively priced Fair-Trade products and catering services.
This report was compiled with the purpose of securing finance in the amount of £30,000 over ten years at an interest rate of 11% APR. This money together with investment of another £30,000 provided by Ms Arashdeep Kaur personal saving will provide much needed injection of cash to get the business of its feet. This money will be primarily used to cover the deposit for the leasehold as well as pay for design and
Submitted to: Submitted by:
Ian Norman
Lecturer BA (Hons) Business Studies
Executive Summary
Company Description
Mission Statement
Products and Services
Current Status
Legal Status and Ownership
Industry Analysis
Industry Structure
Industry Size and Growth Projections
Key Success Factors
Industry Trends Market Analysis
Competitor Analysis
Marketing and Strategy
Financial Projections
1 Executive Summary
The inspiration to start Siena Café came about after a visit to the leafy suburb of Greenford Broadway. The junction at Ruislip Road and Greenford Broadway stands as the primary shopping parade in the whole Greenford. Over the last decade this area has undergone widespread regeneration and investment with significant improvements to parking, public transportation and green space. Couple this with thousands of potential customers who visit this area everyday and you have the makings of an excellent retail environment who has attracted large retailers and banks alike. Initial assessment of the area revealed a distinct lack of upmarket branded and independent specialist coffee shops. Siena Café will attempt to move into this niche by offering high quality competitively priced Fair-Trade products and catering services.
This report was compiled with the purpose of securing finance in the amount of £30,000 over ten years at an interest rate of 11% APR. This money together with investment of another £30,000 provided by Ms Arashdeep Kaur personal saving will provide much needed injection of cash to get the business of its feet. This money will be primarily used to cover the deposit for the leasehold as well as pay for design and
References: Brown, O., Charveriat, C., Eagleton, D. 2000. The Coffee Market – a Background Study Oxfam: International Commodity Research – Coffee. Accessed Saturday 24th July. [http://www.maketradefair.com/assets/english/CoffeeMarket.pdf] Fairtrade Foundation Mintel (2003) Coffee Shops: Mintel marketing report. January 2009. London: Mintel International. Mintel (2005) Coffee Shops: Mintel marketing report. February 2009. London: Mintel International. Mintel (2007) Coffee Shops: Mintel marketing report. February 2009. London: Mintel International. Mintel (2009) Coffee Shops: Mintel marketing report. February 2009. London: Mintel International. Rice, P.D and Mclean, J. 1999. Sustainable Coffee at the Crossroads A White Paper Prepared For: The Consumer’s Choice Council. Accessed Saturday 24th July. [http://www.probeinternational.org/files/Sustainable%20coffee%20at%20the%20crossroads.pdf]