This business plan proposes opening a coffee shop called KELAS2 in Parma, Italy that serves coffee and desserts from around the world. The shop aims to attract customers aged 25-50 by providing a relaxing environment like a home away from home. It will source high quality coffee and imports from around the globe. The plan outlines the vision, goals, location, products, target market, competition, pricing, management, costs, revenues, and SWOT analysis. The owners believe that in the first year they can earn a profit of €91,210 after costs like rent, employees, materials and promotion.

1. BUSINESS PLAN:COFFEE CAPITAL
Names:
Louise Hagege
Arianna Sani
Elena Linardatou
Sofia- Simela Thoidi
Soussana Gkliva
Kostis Panteleakis

2. COFFEE CAPITAL: BUSINESS PLAN
 Name:KELAS²
Slogan:AS YOUR HOME
Address: Parma , Italy
Telephone number : 0521292258
Fax number:0521292235
E-mail address :kelass@gmail.com

3. EXECUTIVE SUMMARY
This is a detailed presentation of our business plan
called KELAS². Our business is a innovative
coffee shop located in Parma, Italy serving
different varieties of coffee assorted with
traditional sweets . We hope you enjoy our
presentation.

4. BUSINESS DESCRIPTION
 Vision :Become popular at people who are into
the ages of 25 to 50 and connect them.
 Goals: Attract and sell coffee and desserts at
customers of 25 to 50
 Values :Unite the different cultures from all
over the world and respect each culture

5. ΒUSINESS DESCRIPTION
 Type of Business: Coffee shop
 Name: Kelas2
 Location: Parma, Italy
 Product Description: Coffees and desserts from all
over the world, chocolates, teas, refreshments

6. MARKET STUDY
 Company position: our company derives from all
over the world and the customers could sit at
tables like their home. The business would be
located at Parma, Italy, there the clients can relax
without being stressed.

7. MARKET STUDY
 Pricing Strategy: Our price would be medium
(2.50-3.00 euros) . Our business has a lot of taxes
to pay due to the imports for the foreign coffee
and also the place that would host the enterprise
this is the reason we choose this price.

8. MARKET STUDY
 Customer Profile: Our age target would be 25-50 years
old. Our shop would be approached mostly by Italians
(due to the position) but we can serve coffee also at
people coming from other countries. The customers
would need nice coffee at high quality served in a
friendly environment .

9. MARKET STUDY
 Target Market and Demographics: Touristic places, countries’
capitals targeted to people from all over the world.
 Competition :Our threats ,are possibly other shops selling coffee at
better quality and at a lower price.
 Sales strategy :we could sell the first week coffee with 50%
discount
 Advertising and Promotion: social media ,famous people
advertising the products
 Slogan :As your home

10. OWNERSHIP-MANAGEMENT
Only one person controlling with others helping him
(accountant). We will also have a manager for the imports,
whom will find coffees around the globe in the best prices and
in the best quality. We will also have a chief executive as to
control and help the employees
 owner
 investors
 marketing manager
 executive chief
 employees

11. FINANCE
 We start by explaining our ideas to the bank.
More specific, we need a building at a
medium size with one floor located at a busy
road . We also need three employees. More
specific, two employees at the kitchen/bar
and one for selling. As far as equipment we
need a coffee machine, raw materials,
equipment for serving and cleaning.

12. FINANCE
 Promotion...
 We need also money for the promotion of our coffee shop. We
want 5.000 ADS/flyers. We need also a big advertisement in order
all the people have the opportunity to know our position.
 Revenues…
 By doing a really hard work we believe that our profit at the first
year will be 164.250 euros.
 Costs…
 Rent: 4.800euros
 Employees: 51.840euros
 Raw materials: 16.400euros
 Profits: 164.250-73.040=91.210euros

13. SWOT ANALYSIS
 Strengths : original coffee shop, cozy environment, international coffee,
comfortable/friendly.
 Weaknesses : many competitors especially in the place we choose to set
up the building.
 Opportunities: many people would like to visit a new type of shop (not
only Italians visiting it).
 Threats: bigger businesses with famous logos might be more appealing.

14. KELAS²
END OF THE PRESENTATION
THANK YOU