Coffee House Business Plan - Case Study Example

The paper "Coffee House Business Plan" is a perfect example of a case study on business.
Mission Statement:
My objective is to provide a highly customized, gourmet coffee experience to my customers in a luxurious yet aesthetically appealing vintage environment. 
Unique Selling Points:
• Air roasted coffee: The hand-picked coffee beans would be air roasted, rather than following the conventional method of drum roasting. This would ensure a superior level of taste, quality, and texture, over the contemporary coffee shops. (Theroasterie.com, 2015).
• A complimentary dessert would accompany a premium cup of coffee.
• Vintage Environment: The coffee shop would have an exotic environment, complete with antique-style furnishings, and walls adorned with artwork. This would definitely attract the upscale clientele.
• Vigorously trained, friendly and professional staff.
• A highly-customized coffee experience, allowing the customers to choose the intensity of flavors, the texture, the base bean, and the brewing method for their custom-blend.

Market Segmentation:
Our target market mainly consists of affluent professionals and white-collar workers looking for a quiet place to relax and rejuvenate themselves after a tiring day; retired personnel who want to sit back and enjoy their leisure time sipping their favorite beverage; and students who need a break from their studies or a cool place to hang out. 

Market Research:
Coffee shops or cafes have become extremely, a popular, promising and productive business option during the past few years (Bplans.co.uk, 2015). Apparently, there is strong competition in the market, with a number of established coffee franchises like Starbucks, Costa Coffee, The Coffee Bean, and many others ruling the market. However, these offer virtually similar and generic types of beverages, which bore the adventure-seeking and up-scale consumers. Our product/service business aims to fill this niche in the market by providing an unconventional and perfectly tailored coffee experience. (Marketing Donut, 2015)

Location:
The coffee shop will be located in a densely populated and commercialized area in New York City, surrounded by offices, apartments and educational institutions. This would highlight the stark contrast between the hustled outside environment, and the peaceful and quiet environment of the coffee shop.