How to write a coffee shop business plan | Mandoe Media

1. Executive summary

The executive summary introduces and outlines your entire vision. It should capture attention, sell the sizzle and entice your reader to explore the rest of the plan. Consider it a sales pitch. Go light on the detail, you’ll address that later. Some people never make it past the executive summary, so you’ll need to convince them that your concept is worth their time to keep reading. It’s a good idea to write this section last when you’ve got all the details down and it’s easier to pull out the key highlights.

You should include:

• Your mission statement and core values
• Overview of your café concept and why it’s going to succeed
• Rundown of who will bring it all to life, and how
• Forecast costs and anticipated return on investment

2. Company description

The company description introduces the basic information about the business and outlines the vision for the customer experience.

Ownership structure
Detail the legal structure of the business. Whether you choose to be a sole trader, partnership or a limited liability company, it’s a good idea to seek legal advice.

Funding
If you’re starting a new coffee shop, give an overview of the capital required. Save the detail for the financial analysis section.

Cafe concept
Sell your reader on why your coffee shop will succeed with an evocative and compelling description of your idea. Approach it as if you were telling a friend about an exciting new café you just visited. Describe it with tantalizing adjectives to bring it all to life. Include details on:

• Unique features (like ethically sourced coffee beans, free wi-fi or outdoor dining)
• Service style (from fast drive-through to leisurely brunches)
• Atmosphere (from bustling and family-friendly to a more refined, read-the-Sunday-papers experience)
• Ambiance (lighting schemes, furnishings, music)
• Related services (catering, events, delivery)
• Size and seating capacity
• Operating hours

Menu
The most critical element in café success is the appeal of the menu. Include a sample in your business plan to help sell your concept, even if you haven’t finalized it yet. Consider including a fully designed sample menu to really wow your reader. Create online for free with simple drag and drop menu templates.

Café design
Floor plans and architectural renders can bring your concept to life. If you don’t have these, include a mood board to demonstrate your vision, and get ideas by doing online research.

Café brand
Spend time researching ideas and developing your coffee shop name, logo, values and personality. You need an image that stands out and connects with your target audience. It will be critical to your success.

Staffing
If you have a team at the ready, highlight their skills and experience. Include a resume-style summary for key management. If you’re yet to appoint your staff, include a plan for how you will attract and retain the best team through your leadership, policies and culture.