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  2. 2. This is to certify that the ALI JIBRAN Have successfully completed their Business plan named “CAFE CLASSIC” Café ClassicMr.SYED QAMAR ALI ZAIDI (Professor/Advisor)Business Plan of CAFE CLASSIC Page 2
  3. 3. INDUS UNIVERSITY TABLE OF CONTENTSExecutive Summary…………………………………………………………… 4Product / Service Plan………………………………………………………. 6Marketing Plan………………………………………………………………….. 9Strategy & Implementation………………………………………………… 11H.R.M Plan………………………………………………………………...........16Financial Plan……………………………………………………………………. 17Business Plan of CAFE CLASSIC Page 3
  4. 4. CAFÉ CLASSIC EXECUTIVE SUMMARYName and location: Cafe classic will launch first sheesha plus coffee house located in DefensePhase ll. It also provides Expresso, tea, Kava, juices and Cigars. Cafe classicwill offerresidents and visitors a totally new style of sheesha and coffee house - one offering auniquely flavorful sheesha and coffee drink in a comfortable, upscale Arabianenvironment at which to socialize, relax or work.IntroductionCafé classic will be starting a sheesha and coffee house located in Defense phase llKarachi. Along with sheesha and coffee different varieties of Expresso, tea, juices, Kava,Starters would also be served. Cafe classic will expect to catch the interest of a regularloyal customer base with its broad variety of coffee, Expresso, tea, Kava, juices, Cigarand sheesha varieties. The company plans to build a strong market position in the town,due to the mild competitive climate in the area.The Cafe classic will hired staff members who prepare the coffee, Expresso, tea, juices,Kava, Starters and sheesha varieties are highly trained and experienced. They know howto prepare an excellent Arabian and different coffee, Expresso, tea, juices and sheeshavarieties. We use the highest quality equipment and ingredients to deliver a noticeablysuperior product.Our design style is different from all other coffeehouses and sheesha parlors, an upscale"Arabian" look. It features stained glass decorations, art glasswork, Arabian stylefurnishings and outdoor dining.Cafe classic aims to offer its products at a competitive price to meet the demand of themiddle-to upper middle-income local market area residents.Cafe Classic is a specialty for varieties of sheesha and beverage retailer. Cafe classic usesa system that is new to the beverage and food service industry to provide hot and coldbeverages in a convenient and time-efficient way. Cafe classic provides its customers theability to drive up and order (from a trained Barista) their choice of a custom-blendedespresso drink, freshly brewed coffee, or other beverage.Cafe classic offers its patrons the finest hot and cold beverages, specializing in specialtycoffees, blended teas, and other custom drinks. In addition, cafe classic will offer softdrinks, fresh-baked pastries and other confections. Seasonally, cafe classic will addbeverages such as hot apple cider, hot chocolate, frozen coffees, and more.Company Ownership Café classic is incorporated in Defense phase ll Karachi. Its sole proprietor.Business Plan of CAFE CLASSIC Page 4
  5. 5. Products and ServicesCafe classic offers a broad range of coffee, Expresso, tea, Kava, juices, Cigar and sheeshavarieties. Coffee beverages are all from high quality Columbian and Arabian grownimported coffee beans. Cafe classiccaters to all of its customers by providing eachcustomer coffee and Sheesha products made to suit the customer, down to the smallestdetail.The sheesha provides freshly prepared sheesha of different flavors products at all timesduring business operations.The MarketCafe classicwants to establish a large regular customer base, and will thereforeconcentrate its business and marketing on local residents, which will be the dominanttarget market. This will establish a healthy, consistent revenue base to ensure stability ofthe business. High visibility and competitive products and service are critical to capturethis segment of the market.Financial ConsiderationsCafe classic will expect to raise 15, 00000 of its own capital, and to borrow 15, 00000 bythe tameer Bank as a ten-year loan. This provides the bulk of the current financingrequired.Cafe classic anticipates sales of about 4500000 in the first year, 5500000 in the secondyear, and 7000000 in the third year of the plan. Cafe classic should break even by thefourth month of its operation as it steadily increases its sales. Profits for this time periodare expected to be approximately 805000 in year 1, 1097000 by year 2, and 1807000 byyear 3. The company does not anticipate any cash flow problems.Business Plan of CAFE CLASSIC Page 5
  6. 6. Highlights: 7000000 6000000 5000000 4000000 Sales 3000000 Gross Margin Net Profit 2000000 1000000 0 1st Year 2nd Year 3rd YearMissionCafe classic aims to offer high quality coffee, Expresso, tea, Kava, juices, Cigar andsheesha varieties at a competitive price to meet the demand of the middle- to higher-income local market area residentsKeys to SuccessKeys to success for Cafe classic will include:1. Providing the highest quality product with personal customer service.2. A relaxing, upscale interior Arabian design.3. Competitive pricing.4. Highly trained and friendly staff Products and/or Services Plan:ProductsCafe classic will sell high-quality specialty coffee, Expresso, tea, Kava, juices, Cigar andsheesha varieties. Despite being an upscale coffeehouse, our prices are in line with theleading national chains.Business Plan of CAFE CLASSIC Page 6
  7. 7. The Cafe classicMenuThe Cafe classic menu sets us apart from other coffee and sheesha houses, giving us acompetitive edge.Cafe classic offer 4 four groups of drinks - coffee, tea, Expresso, juice - with severalchoices within each group. This enables us to provide more variety than our competitorswhile keeping the preparation of the drinks easy to execute. We are taking advantage ofthe immense popularity of flavored drinks and Chai tea by offering a product mix thatincludes items the other coffeehouses dont carry as well as more familiar drinks. Cafeclassic offers several smoothie drinks. We carry the highest quality fresh juices.Cafe classic also offers a wide variety of sheesha including flavored sheesha.Prices have been determined after a thorough analysis of all food costs for every item ineach drink. In some cases, an average price has been calculated and applied to all similardrinks and sheesha varieties in order to keep the menu from confusing the customer. Sheesha Varieties Name Prices in Rs Mint 200 Wild berry 200 Double apple 200 Peach 200 Grape 200 Expresso Drinks NAME Regular in Rs Large in Rs Expresso 20 30 Cappuccino 25 35 Café Latte 30 40 Café Mocha 35 45Business Plan of CAFE CLASSIC Page 7
  8. 8. Flavored Expresso Drinks Name Regular in Rs Large in Rs Vanilla Cappuccino 30 40 Vanilla Latte 35 45 White Chocolate Latte 35 45 The 50/50 Latte 30 40 The Raspberry Mocha Latte 32 40 Coffee Drinks Name Regular Large The Banana Nut Java 20 30 The Cafe Milano 22 30 Coffee of the day 15 25 De cafe 17 27 TeaIced Tea Rs.15 small Rs 20 medium Rs 25 largeHot Tea Rs 17 regular• Peppermint• Herb Apricot• Earl Grey Lavender• Darjeeling (Rs 35 regular)• Golden Flowers Herbal• Herbal Lemon• Tropical Green Juices Name Regular in Rs Large in Rs Fresh squeezed orange juice 25 35 Old-fashioned Lemonade 15 20 Genesis Juice 30 40 Crystal Geyser Juice Squeeze 25 32Business Plan of CAFE CLASSIC Page 8
  9. 9. Cigar Name Price Cuban 200 - 5000 Romeo & Juliet 1000 - 15000 Kava Name Price Kava 20 Kava ( cardmon) 25 Marketing Plan:Market AnalysisCafe classic will focus on meeting the demand of a regular local resident customer base,as well as a significant level of students, travelers passing through and local businesspeople.Market SegmentationCafe classic will focus on the middle- and upper-income markets. These market segmentsconsume the majority of coffee and Sheesha Varieties.Cafe classic customer base in Defense phase ll Karachi is comprised of two targetgroups.1. Affluent local residents2. StudentsThese groups are all potentially strong customer segments. The benefit of this mix ofcustomers is that it helps maintain consistent business throughout the year.The other customer segments (local residents, local business and pass-through traffic)provide a consistent foundation all year long.Also, by appealing to several market segments, Cafe classic will not become overlydependent on any single consumer group. For example, several local coffeehouses withprimarily student customers do poorly during the non-school months. They must alsomarket themselves a new each year to the incoming students. Cafe classic will avoidthese peaks and valleys in business with a mix of customers.Business Plan of CAFE CLASSIC Page 9
  10. 10. Affluent locals. Within five miles of Cafe classic are of the most affluent people inKarachi. Key influencers, trendsetters, artists, writers and celebrities have homes inDefense Karachi.Students. Karachi is home to a major branch of the State University as well as dozens ofother schools, including many prestigious private schools and academies. To reachstudents we offer special student discount cards, pass out free coffee coupons at studentevents and offer entertainment on weekends.Students represent an excellent customer segment for several reasons:• Students bring an energy and youth to the coffeehouse.• By attracting students we generate excellent word-of-mouth.• Students represent a large base of potential part-time employees.• Often under the drinking age, students need an affordable place to hang out with their friends.Market NeedsBecause Karachi has a cool climate for three to four months out of the year, hot coffeeproducts are very much in demand. During the remaining warmer seven to eight monthsof the year, iced coffee products are in significantly high demand, along with a slower butconsistent demand for hot coffee products. Much of the days activity occurs in themorning hours before ten a.m., with a relatively steady flow for the remainder of the day.Service Business AnalysisThe retail coffee industry in the Pakistan has recently experienced growth. The coolmarine climate in Karachi for four to five months stimulates consumption of hotbeverages in these months. During the remaining warmer seven to eight months of theyear, iced coffee products are in significantly high demand, along with a slower butconsistent demand for hot coffee products. Coffee drinkers in the Karachi are finickyabout the quality of beverages offered at the numerous coffee bars across the region.Despite of low competition in the immediate area, Café classic will position itself as aplace where customers can enjoy delicious coffee beverages with a fresh pastry, tea, juice,soft drinks, chocolates in a relaxing environment.Competition and Buying PatternsCompetition in the local area is somewhat sparse and does not provide nearly the level ofproduct quality and customer service as Café classic. Local customers are looking for ahigh quality product in a relaxing atmosphere. They desire a unique, classy experience.Leading competitors purchase and roast high quality, whole-bean coffees and, along withItalian-style espresso beverages, cold-blended beverages, a variety of pastries andconfections, coffee-related accessories and equipment, and a line of premium teas, sellBusiness Plan of CAFE CLASSIC Page 10
  11. 11. these items primarily through company-operated retail stores. In addition to sales throughcompany-operated retail stores, leading competitors sell coffee and tea products throughother channels of distribution (specialty operations).Lifestyle factors converge to make the coffee industry strong at all times. The stimulanteffect of coffee is an important reason why many hard-working, fast-paced Pakistanisconsider a stop at their local coffeehouse a necessary part of their day. Conversely,coffeehouses provide a calm, inviting environment for people to socialize, relax or catchup on work.Young people under the legal drinking age are one of the fastest-growing segments of thecoffee drinking market. Coffeehouses provide them with a much-needed place to meetwith their friends.Entertainment on weekend nights draws a young group of enthusiastic customers. Thesurge in interest in coffee drinking among young people assures a diverse, receptive,sophisticated customer base now and in the future.Older adults also enjoy the fact that for the relatively modest price of a cup of coffee andsnack, they can meet with their friends, relax or work. Instead of going to a bar andpaying for an alcoholic drink or a restaurant where a meal usually comes with a heftyprice tag, the coffeehouse is an intimate yet inexpensive venue.Coffee drinking is now an all-day activity.Once concentrated in the early morning hours or mid-afternoon, in recent years coffeedrinking has become an all-day activity. Even late at night, many coffeehouses are packedwith patrons. Its not unusual for a well located coffeehouse to exceed a daily average of900 customers. Strategy and ImplementationStrategy and Implementation Summary:The Cafe classic will use a strategy of total quality - in product and service. Our promiseis in our Location, the products we sell, the people we attract and the atmosphere wecreate.Strategic Assumptions: • People want better-tasting coffee Expresso, tea, juice, Snacks & pastries, and sheesha varieties. Coffee drinkers and sheesha users want a more inviting coffeehouse environment. • Coffee drinks and sheesha users are considered an affordable luxury. • The coffee and sheesha house industry is largely unaffected by the economy and world events.Business Plan of CAFE CLASSIC Page 11
  12. 12. • Cafe classic will offer several unique advantages over all other coffee plus sheesha houses.Competitive EdgeOur competitive edge, compared to the other coffee plus Sheesha houses in the greaterarea includes the following. • A significantly higher quality better tasting coffee, Expresso, tea, Kava, juices, Cigar and sheesha varieties. • Our location can arguably be considered the best in the market. • An ambiance superior to all other coffeehouses in the area with upscale "Arabian" look. • It features stained glass decorations, art glasswork, Arabian style furnishings and outdoor dining. • The only coffee plus Sheesha house to provide regular weekend evening entertainment. • A wider variety of popular drinks than our competitors, including flavored coffee and Expresso drink, tea, and juice. We have several drink options for people who dont drink coffee.Marketing StrategyOther coffee or Sheesha houses rely almost entirely on word-of-mouth marketing togenerate business. We will engage in an ongoing aggressive marketing program that willhelp us establish profitability quickly and set the stage for continual growth. Our strategy will be to position Cafe classic as the "Lexus" of coffeehouses, offering ahigh quality product and superb service in a superior environment.Launch MarketingMost coffeehouse chains do little or no marketing and advertising. For example,Starbucks philosophy is that their ubiquity in the marketplace is all they need to sustainand grow their customer base. They spend less than 1% of gross revenues on advertising,and when they do spend, it is usually to introduce a new product.The retail coffee industry is a sales-oriented business with historically very littleexperience in marketing and advertising. This is likely why little is done. As yet, themajor players have not been taken over by sophisticated companies, where marketing isviewed as essential to gaining market share.An element of our differentiation from other coffeehouse chains will be our use ofadvertising and marketing to gain awareness, build customer traffic and establish a strongbrand image. We intend to create immediate customer awareness and not wait for word-of-mouth. We will also building customer traffic immediately with an aggressive LaunchMarketing Plan.Launch marketing will promote awareness, build immediate traffic and establish ourbrand image via several methods. • Public relations/publicity • Direct MailBusiness Plan of CAFE CLASSIC Page 12
  13. 13. • Local Print and Broadcast Media • Design & Packaging • Community Involvement • Sampling • Superior Location National awareness will help drive the expansion by generating opportunities created by the media buzz and familiarizing people with our brand name. It will help set the stage for future brand identification. Local Media • FM 107 • FM 96 • FM 91 • FM 89 • FM 106 • FM 100 • FM 101 • Spider magazines. National Broadcast Media • Feature programming (e.g. MTV, THE MUSIC, AAG) • Radio stations nationwide Trendsetters Defense Phase ll is the home to thousands of individuals who can be important to the successful positioning of Café classic. One mention on a TV talk program or in a lifestyle magazine can (and has) launched many successful careers and businesses. With literally hundreds of celebrities and wealthy business people as local residents, the word-of-mouth recommendations from these people can drive significant business to us as well as generate favorable publicity. Celebrities in Karachi are also actively involved in the community, many supporting several local charities. Our involvement in the community will enable us to garner exposure for Cafe classicamong an important group of local residents. Key individuals will be targeted with gift baskets from Cafe classic containing samples of our products to entice them to visit Cafe classic and talk about us with their friends.Business Plan of CAFE CLASSIC Page 13
  14. 14. Design style The interior design of Cafe classic will be unlike any other coffeehouse chain. While there will some upscale designs, the entire modern Italian or Starbucks look. Our upscale stylized "Arabian Look" design, featuring stained glass decorations, art glasswork, differentiates us from all others. Community Involvement We will make ourselves an integral part of the local and world community. This will generate goodwill, create opportunities to forge important contacts with key people and live up to our company Mission Statement. Some of these community involvement goals include: • Take an active role in the Chamber of Commerce • Supply complementary product to local charities for fund-raising activities • Sponsor local sports teams • Purchase fair trade coffee whenever possible • Support Fair Trade, organic, sustainable farming Portable Kiosk Within 6 to 8 months we will create a portable Cafe classickiosk to sell and market our products at special events and community activities. Karachi has many such events every year. It will be an excellent way to publicize Café classic. The kiosk will be highly visible and fun. It will also potentially be very profitable, although its hard to determine how profitable with any accuracy until the local response is measured. The Future The number of Cafe classic locations could easily reach 7 to 10 within five years. While the financials in this Business Plan only address the Karachi location, we can extrapolate from the stores performance (which will be carefully monitored and tracked) to get a general idea of the chains projected profitability. With ten coffeehouses the gross revenues, when fully realized, would be more than 30000000 using the third year performance figures. Even factoring in the cost of additional staff and other resources, a 10-store chain would likely generate a minimum of 7500000 in profits annually. Café classic’s start-up, implementation and operation in Karachi will be the "blueprint" for future efficient expansion. Our new Mount Hill location will incorporate the knowledge we gain with our first store as well as new creative ideas, and become our "flagship" operation.Business Plan of CAFE CLASSIC Page 14
  15. 15. Sales Strategy Our sales strategy will include: • Staff salaries will be above the industry average in order to attract the best people • We will hiring for attitude so that we will always have a friendly, enthusiastic staff to make customers feel welcome and appreciated; constant staff training to assure the best quality possible • State-of-the-art sales/inventory system to (A) Reduce customer waiting time (B) Create efficient product ordering • Create a mobile kiosk to take Café classic into the community at special events, farmers markets, art shows, etc. • Establish coffee service at local businesses • Sell gift cards, frequency cards, pre-paid cards, and offer discounts to key groups • Create an ongoing sampling program • Conduct a consistent, aggressive marketing program • Be an active member of the community; be visible at charitable functions • Solicit customer feedback to constantly improve and streamline our operation • Key Strategy: an advanced and expandable point-of-sales systemBusiness Plan of CAFE CLASSIC Page 15
  16. 16. H.R.Management Plan:Personnel Team:The personnel plan is included in the following table. It shows the monthly salaries forevery year of all employees. Per month salary Per month salary Per month salary Employees No of Employees for FY 2012 in Rs for FY 2013 in Rs for FY 2014 in Rs Coffee Maker 1 12000 14000 15500Expresso Maker 1 14000 16000 17000Sheesha Maker 1 15000 16500 17500 Tea Maker 1 11000 13000 14000 Cook 1 10000 12000 13500 Juice Maker 1 10000 12000 13000 Cashier 1 8000 10000 11000 Sweepers 2 4000 each 5000 each 5000 each Guard 1 7000 8000 8000 Waiters 2 5000 each 5500 each 6000 each Cigar Sales 1 5000 5500 6000 Person Total 13 110000 128000 137500Physical” Training:Physical” Training Smile Manners Good posture for long time Balance Talking SkillOperation of the coffee machineSkill Training:Skill Training Familiar with our product Coffee culture Proper reaction Inner decorationNever judge a person by his appearance Cooperation & Leadership.Business Plan of CAFE CLASSIC Page 16
  17. 17. Financial PlanCafe classic will expect to raise 15, 00000 of its own capital, and to borrow 15, 00000 bythe Tameer Bank as a ten-year loan. This provides the bulk of the current financingrequired.Projected Profit and Loss:We will expect to be profitable in the first year, with profits increasing over the next twoyears, as we establish a loyal customer base. Pro Forma Profit and loss Statement FY 2012 FY2013 FY2014 Sales 4500000 5500000 7000000 CGS 700000 800000 1000000 Gross Margin 3800000 4700000 6000000 Expenses Payroll 1320000 1536000 1650000 Sales & 1000000 1200000 1500000 Other Expenses Depreciation 500000 600000 700000 Utilities 25000 27000 28000 Payroll Taxes 100000 150000 200000 Total Operating 2920000 3513000 4078000 Profit before 880000 1187000 1922000 Interest Expense 50000 60000 75000 Taxes Incurred 25000 30000 40000 Net Profit 805000 1097000 1807000Business Plan of CAFE CLASSIC Page 17
  18. 18. Net Profit Yearly 2000000 1800000 1600000 1400000 1200000 1000000 FY 2012 FY 2008 2 800000 600000 400000 200000 0 FY 2008 FY 2009 FY 2010 FY 2012 FY 2013 FY 2014 Gross Margin Yearly 7000000 6000000 5000000 4000000 FY 2012 FY 2008 3000000 2000000 1000000 0 FY 2008 FY 2012 FY 2013 FY 2009 FY 2010 FY 2014Business Plan of CAFE CLASSIC Page 18
  19. 19. Net Profit Monthly 120000 100000 80000 60000 FY 2012 FY 2008 40000 20000 0 DEC FEB APR JUN AUG OCT DEC Gross Margin Monthly 700000 600000 500000 400000 FY 2012 FY 2008 300000 200000 100000 0 DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV Projected Cash FlowBusiness Plan of CAFE CLASSIC Page 19
  20. 20. The cash flow projection shows that provisions for ongoing expenses are adequate tomeet Cafe classicneeds as the business generates cash flow sufficient to support operations. Pro forma Cash Flow FY 2012 FY 2013 FY 2014 Cash Received from operations Cash sales 4000000 5200000 6800000 Additional Cash Received Sales Tax, VAT, 0 0 0 HST/GST New current borrowing 0 0 0 New other Liabilities 0 0 0 New Long Term 0 0 0 Liabilities Sales of other Current 0 0 0 AssetsSales of long Term Assets 0 0 0New Investment Received 0 0 0Sub Total Cash Received 4000000 5200000 6800000 Expenditures from operations Cash spending 3000000 3500000 5500000 Bill payments 125000 150000 225000 Sub total spent on 3125000 3650000 5725000 operations Additional Cash Spent Sales Tax, VAT, 0 0 0 HST/GST Principle repayment of 0 0 0 current borrowing Other Liabilities Principal repayment 0 0 0 Long term liabilities 0 100000 225000 principal repayment Purchase other Current 0 0 0 AssetPurchase long term Assets 0 200000 200000 Dividends 0 0 0 Sub Total Cash Spent 3125000 3950000 6150000 Net Cash Flow 875000 1250000 650000 Cash BalanceBusiness Plan of CAFE CLASSIC Page 20
  21. 21. Balance Sheet The following is a projected Balance Sheet of Café CLASSIC. Pro Forma Balance Sheet FY 2012 FY 2013 FY 2014 Current Assets Cash 400000 600000 800000 Other Current 100000 200000 300000 Assets Long Term Assets Long Term Assets 250000 300000 350000 Accumulated 50000 60000 80000 Depreciation Total Assets 800000 1160000 1530000 Current Liabilities Accounts Payable 50000 60000 80000 Current Borrowing 0 0 0 Others 0 0 0 Long Term 100000 40000 0 Liabilities Total Liabilities 150000 100000 80000 Paid in Capital 125000 125000 125000 Retained Earnings 45000 57000 63000 Earnings 32000 64000 71000 Total Capital 650000 1060000 1450000 Total Liabilities 800000 1160000 1530000 & Capital Net Worth 650000 1060000 1450000 Long Term Asset (418000) Under counter Refrigerator 50000 Service/prep counter 50000 Ice Machines 25000 Large Refrigerators 12000 Milk Coolers 20000 Cash Registers Point of sales system 33000 Expresso Machines 40000 Tea Makers 33000 Coffee Brewer (2) 50000 Counters/Condiments bar/Shelving 50000 Sheeshas 50000Business Plan of CAFE CLASSIC Page 21
  22. 22. Short Term Asset (275000) Tables, Chairs, Furnishings 100000 Arabian Carpets 100000 Lightings Fixtures 75000 Startup Expenses Requirements CONSTRUCTION Site Design, Architectural Plan 50000 Demolition/Construction 400000 Electrical, Lighting 75000 Flooring Installation 60000 Bathroom Construction 25000 Plumbing 25000 Fireplace Construction 15000 Painting 20000 City Permits/license/Fees 50000 LEGAL Accounting 15000 Legal 20000 Insurance 15000 MARKETING Opening Marketing/Advertising 100000 Graphic design/signage menu board 25000 Frequency card, Brochures 15000 OFFICE Office Equipment 50000 Computer, Scanner, Printer 100000 Telephone, Fax, Stationary 25000 APPLIANCES Preparation Equipment 15000 Dishwasher 10000 Blenders 10000 Microwaves 15000 Panini Makers 10000 Storage racks 12000 Music System 100000 Food Display case 25000 Menu board construction 15000 Cups/lids 150000 TOTAL STARTUP EXPENSE 1807000 STARTUP ASSET Cash required 1000000 Other current asset 275000 Long term asset 418000 TOTAL ASSETS 1693000 TOTAL REQUIRMENTS 3500000Business Plan of CAFE CLASSIC Page 22
  23. 23. Café Classic THE ENDBusiness Plan of CAFE CLASSIC Page 23