Starting a New Business Plan

1) Image:

The main elements of Gourmet Coffee and Tea Boutique's image will be:

Quality: Because we are targeting the high-income bracket, we specialize in the best coffee. We are focused on freshness and only pouring premium coffee beans in your cup.

Cleanliness: Because people like their food to be handled in a clean and sanitary way, the coffee shop will portray a clean and organized place.

Speed: Because people in downtown mostly always want to get in and out quickly and want their coffee to go, we will provide the fastest customer service.

2) Business Name:

The name of our coffee shop is Gourmet Coffee and Tea Boutique. The name of our coffee shop projects an image of a high-end coffee shop. It projects the idea that the shop offers high-quality food and beverages.

The name of our coffee shop captures attention, and is relatively easy to remember. The name also gives a clear idea of what the business is exactly. Additionally, the words Gourmet and Boutique give the impression that the coffee shop is costly which is the image we want to project.

3 and 4 and 6) Added value will be that customers have an area to actually sit down and eat (mini restaurant)

5) Pricing:

According to the Canadian Restaurant and Foodservices Association, the average per-person expenditure at chain restaurants is just over $6.00 including tax but excluding tips. However, because Gourmet Coffee and Tea Boutique is targeting the high-income bracket, our pricing will be slightly higher than other coffee shops that target the middle-income coffee buyers.

However, at the same time there are limits to what the market can bear. Therefore, to be able to compete with other gourmet coffee shops we will be keeping the price of a beverage and a snack under $10.

No individual pricing discount will be offered. However, we may introduce special of the day, offering a particular beverage and snack at a relatively lower cost for that particular day.

7) Distribution:

Distribution is direct from Gourmet Coffee to the end user. However, Gourmet Coffee is acting as an intermediary for many products that come from the manufacturer and the wholesale distributor. Gourmet Coffee will not be directly importing any products.

The restaurant is designed for speed as we speculate most of our customers will be on the go. Therefore, we have designed the restaurant so that the customers come in, read the menu, order and pay for their food, and move to the left of the counter to wait for and pick up their food, allowing them to make room for the next customer to be served. This way we will be using the space efficiently in terms of providing the fastest service.

The restaurant will be decorated with the inspiration of a cozy living room with dark wood, a fireplace mantel and a rug. The colours will predominately be soft yellow, and a soft brown with beautiful artwork on the walls. All surfaces will be of easy to clean materials and the lighting and fixtures will be of extravagant designs.

8) Promotion:

In order to promote our coffee shop, Gourmet Coffee and Tea Boutique, we will rely on the large sign of the business as the major form of advertising. In downtown Toronto, there is a lot of pedestrian traffic as well as automobile traffic and we will rely on the large sign to attract customers to our coffee shop. Furthermore, the business will have clear window displays, so passersby's are able to see customers enjoying their beverages inside the restaurant.

Gourmet Coffee and Tea will not be using any mass media because we will be targeting a small geographic segment. However, to advertise the coffee shop, we will be sending out a press release to the wealthy community in downtown to