ASSIGNMENT COVER

2024 ACADEMIC YEAR

Student Name Fabiola Beukes

Student number 221130241

Email Address [email protected]

Cell/Tel no

Campus Windhoek Campus

Course/Module Name Course/Module

Code
Entrepreneurial Skills U3420RT

Assignment no (e.g. 1,
2 or 3, etc.).
1
Introduction

What is a Business Plan?

A business plan is a comprehensive road map for your small business’s growth and
development. It communicates who you are, what you plan to do, and how you plan
to do it. Business planning can benefit both start-ups and existing businesses. A
business strategy can help businesses attract potential lenders and investors1.

What Type of Business do I have?

Partnership

A Partnership is a business owned by two or more people. Why I chose a

partnership is because it’s easy to establish, it has multiple sources of capital, the
risks are spread among the partners, it has minimal government regulation and
profits are only taxed once.

Having defined what type of business I have and what a business plan is, let’s move
on to the main components of a business plan.

Business Description

Your business description outlines what your firm does, why it exists, and what
distinguishes it from the rest. It is a vital component of your business strategy and
comes directly after the executive summary. Further, because a business description
is one of the first pieces of information a reader will encounter, it must make an
excellent first impression. The purpose of your business description is to tell readers
such as lenders, investors, potential partners, and even employees about how your
company helps customers and where it fits in the market. Your business description
should provide readers with a clear knowledge of your company and its operations2.

1
Hayes, A. 2024. Available at https://www.investopedia.com/terms/b/business-plan.asp
2
Available at https://business.yelp.com/plan/how-to-write-a-business-description/ ; last accessed on 15th
February 2024

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Against the background of the aforementioned, I will state my business description
as follows: -

 Name: Fresh Brew Café

 Type: Specialty Coffeehouse and Bakery

 Location: Independence Avenue (Windhoek)

 Business Structure: Limited Liability Company (LLC)

 Status: Start-up (Partnership Business)

 Unique Selling Proposition: Our emphasis on ethically sourced, locally

roasted coffee beans, paired with a commitment to eco-friendly practices, sets
us apart in the competitive coffee market. Additionally, our cozy atmosphere
and focus on community involvement contribute to our unique appeal and
potential for success.

Product / Service Description

This section, elucidates the offerings of your business, emphasizing the viewpoint
and requirements of your customers. The objective of this segment is to substantiate
that your business caters to a specific market need.

Fresh Brew Café offers a diverse range of coffee beverages, including espresso-
based drinks, pour-over coffees, and cold brew options. Our menu also features a
selection of artisanal pastries made with organic ingredients, as well as healthy
snacks such as yogurt parfaits and avocado toast.

The key features of our offerings include:

 Locally roasted, ethically sourced coffee beans

 Organic and sustainable ingredients

 Unique flavour profiles and seasonal specials

2
Marketing Plan

A marketing plan is an operational document that describes an organization's

advertising strategy for generating leads and reaching its target market. A marketing
strategy specifies the outreach and public relations campaigns that will be carried out
over time, as well as how the company intends to measure the effectiveness of these
initiatives3.

Fresh Brew Café Marketing Plan is as follows

Target Market:

 Potential Customers: Urban professionals, students, health-conscious

individuals

 Geographic Location: Independence Avenue (Windhoek)

 Market Size: Estimated at 250 individuals

 Market Trends: Increasing demand for premium coffee experiences and

sustainable dining options

Analysis of Competition

An effective competitive analysis can help you identify areas for improvement by
enabling you to view your company (and the competition) from the perspective of
your consumers. Competitive Analyses are essential for any business that wants to
succeed in a crowded and competitive market4. Regularly conducting competitive
analyses can help you:

 Understand your market and industry

 Compare your results with your competitors’ performance

 Identify gaps in your strategy that your competitors address

3
Chen, J. 2023. Available at https://www.investopedia.com/terms/m/marketing-plan.asp; last accessed on 15th
February 2024
4
Lyons. 2023. Available at https://www.semrush.com/blog/competitive-analysis/

3
  Develop strategies and tactics that promote your unique value proposition

 Stay on top of market changes to gain a competitive edge over your

competitor

Based on having defined what a Competitive Analysis is Fresh Brew Café will have
the following competition factors: -

 Competitors: Five nearest competitors include national chains and

independent coffeehouses. This includes Mugg & Bean and Slow Town
Coffee Roasters

 Strengths and Weaknesses: Competitors vary in terms of ambiance,

product quality, and pricing. Competition can be quite high; therefore, for my
business Fresh Brew Café we would have a (USP) Unique Selling
Proposition, i.e., what sets us apart from other coffeehouses which includes
our signature drinks, a cozy ambiance, locally sourced ingredients, and
exceptional customer service.

 Customer Preferences: We prioritize excellent customer service and create

a welcoming atmosphere to encourage repeat visits and positive word-of-
mouth. Also, we engage with the local community through events,
collaborations and sponsorship opportunities to foster goodwill and brand
loyalty.

 Differentiation Strategy: Fresh Brew Café will differentiate itself through

superior product quality, personalized customer service, and a focus on
sustainability.

In order to outshine our competitors, Fresh Brew Cafe can leverage several
strategies, focusing on location, pricing, and ambiance

Prime Location Advantage: Being situated in Independence Avenue in the heart of

the city grants Fresh Brew Cafe significant visibility and accessibility. With more foot

4
traffic and easier access for a larger demographic, our café has an inherent
advantage over competitors located in less central areas.

Competitive Pricing: Implementing a pricing strategy that offers value for money
can attract customers, that is why we will offer loyalty programs and discounted
packages for regular customers so it can also enhance customer retention.

What sets us Apart

Distinctive Ambiance

Creating a welcoming and comfortable environment sets Fresh Brew Cafe apart. Our
interior design reflects a cozy yet modern aesthetic, with comfortable seating
arrangements, ambient lighting, and perhaps even some greenery to add a touch of
freshness. We also provide free Wi-Fi and ample power outlets that attracts patrons
looking for a place to work or socialize.

Unique Menu Items

Fresh Brew Cafe offers signature drinks and exclusive menu items that cannot be
found elsewhere.

Exceptional Customer Service

Our staff provides outstanding customer service, ensuring that every interaction
leaves a positive impression. Personalized recommendations, prompt service, and a
friendly atmosphere can foster customer loyalty and encourage word-of-mouth
referrals.

Community Engagement

Our Café engages with the local community by hosting events, collaborating with
nearby businesses, or sponsoring local initiatives. Building a strong presence in the

5
community can foster goodwill and attract customers who value supporting local
establishments.

Marketing and Promotion

We utilize social media platforms, local advertising channels, and strategic

partnerships to increase brand visibility and attract new customers. We do this while
highlighting our unique selling points, such as our central location, competitive
prices, and inviting ambiance, to entice potential patrons to visit Fresh Brew Cafe.

Promotion

 Marketing efforts we do include social media campaigns, local partnerships,

and community events to attract customers.

 Sales promotions and loyalty programs will incentivize repeat business and
customer retention.

 Expansion of the market base will be achieved through targeted advertising

and partnerships with local businesses and organizations.

By implementing these strategies, Fresh Brew Cafe can position itself as a preferred
destination for coffee lovers, surpassing competitors and establishing a strong
foothold in the market.

Operational / Management Plan

Operational plans outline the daily, weekly, or monthly tasks that the department will
carry out in order to fulfil the objectives that were originally outlined in our strategic
plan. Operational plans provide a more thorough explanation of your company's
operations by outlining the tasks involved, deadlines, and roles and duties5.
5
Landau, P. 2023. Available at https://www.projectmanager.com/blog/operational-planning-make-operation-
plan; last accessed on 15th February 2024

6
Operational / Management Plan of Fresh Brew Café

 The business will be managed by the founder (me) and my partners since it is
a partnership as I love making coffee and other cold brews. We have
extensive experience in the hospitality industry and a passion for sustainable
practices.

 Initially, the café will operate with a small team of baristas and kitchen staff,
with plans for expansion as demand grows.

 Employees will be trained in customer service, coffee preparation, and

sustainability practices to uphold the brand's standards.

 Financial management will be overseen by an experienced accountant, with

regular reviews of expenses and revenue projections to ensure profitability.

 Compliance with regulations governing food service and environmental

practices will be a priority, with regular inspections and updates as needed.

Financial Plan

A financial plan is a comprehensive outline that details an individual's or

organization's current financial situation and lays out strategies and goals for
achieving financial objectives in the future. Overall, a financial plan serves as a
roadmap for managing finances effectively, making informed financial decisions, and
achieving financial stability and growth over time.

Fresh Brew Café Financial Plan

Business expenses I will incur as a small start-up cafe will include the following: -

1. Rent or Lease: Cost of renting or leasing the cafe space.

2. Utilities: Monthly expenses for electricity, water, gas, and internet services.

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 3. Equipment: Purchasing or leasing coffee machines, grinders, refrigerators,
ovens, and other kitchen equipment.

4. Inventory: Cost of purchasing coffee beans, tea leaves, milk, syrups,

pastries, and other ingredients for menu items.

5. Staff Salaries: Wages for baristas, cooks, cleaners, and other staff members.

6. Insurance: Premiums for business insurance, including liability insurance,

property insurance, and workers' compensation insurance.

7. Licenses and Permits: Fees for obtaining business licenses, health permits,
and other regulatory requirements.

8. Marketing and Advertising: Expenses for promoting the cafe through online
marketing, social media advertising, flyers, and signage.

9. Maintenance and Repairs: Costs for maintaining and repairing equipment,

furniture, and fixtures.

10. Supplies: Purchasing disposable cups, napkins, cleaning supplies, and other
operational supplies.

11. Training: Training costs for staff members to ensure quality service and
product consistency.

Developing Budgets

Start-up costs are estimated at $100,000, including equipment purchases, lease

deposits, and initial inventory. Funding sources for Fresh Brew Café will include
personal investment, bank loans, and potential investors, with proceeds allocated
towards start-up costs and operating expenses.

Executive Summary

Fresh Brew Café is a unique coffeehouse concept aimed at providing a cozy,

environmentally conscious environment where customers can enjoy premium coffee
blends, artisanal pastries, and a variety of healthy snacks. Located in Independence

8
Avenue, our café aims to cater to the growing demand for high-quality coffee
experiences among urban professionals and health-conscious individuals. With a
focus on sustainability and community engagement, Fresh Brew Café seeks to
become the go-to destination for discerning coffee enthusiasts seeking both
exceptional taste and a socially responsible atmosphere.

Reference List

Internet References

Hayes, A. 2024. Available at https://www.investopedia.com/terms/b/business-plan.asp

Available at https://business.yelp.com/plan/how-to-write-a-business-description/ ; last accessed on

15th February 2024

Chen, J. 2023. Available at https://www.investopedia.com/terms/m/marketing-plan.asp; last

accessed on 15th February 2024

Lyons. 2023. Available at https://www.semrush.com/blog/competitive-analysis/

Landau, P. 2023. Available at https://www.projectmanager.com/blog/operational-planning-make-

operation-plan; last accessed on 15th February 2024