Beanlab
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This document outlines a business plan for a coffee education business called Jackie & Jerry. It discusses the popularity of coffee, exploring coffee through education and customization. It identifies young professionals, tourists and passerby as target customers. Partnerships and suppliers are listed to provide courses, beans, equipment and other supplies. Financial projections estimate $502,275 in profit over 5 years with an 186% return on initial $270,000 investment. The business aims to be a first mover by filling an educational niche and quickly building reputation without direct competition. A menu of traditional and secret coffee shots is presented.
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Beanlab
- 1. Jackie Chong Jerry Lin Liam O`Callaghan Lydia Tang Tingting Zhang February 5, 2013
- 3. Why Coffee Education? Popularity: 14 billion cups consumed Second most consumed beverage, after water Latte vs. Cappuccino? Explore Coffee, How?
- 4. What Do We Bring? Coffee Education Customization
- 5. What Do We Bring? City Attraction: Granville Island
- 7. Partnership Canadian Barista and Coffee Academy Courses
- 8. Suppliers Various Farmers Coffee Beans Beans Farm Region Harvest Agua Preta Brazil Fazenda Santa Ines Carmo de Minas, Brazil June- September Kangocho Kenya Gikanda Cooperative Iraini, Kenya November- February Amigos de Buesaco Columbia El Obraje, La Mina, El Brado Caturra, Colombia March-June
- 9. Suppliers Bonavita, Chemex, Hario and Bodum Equipments
- 10. Suppliers Espresso planet water filtering and cleaning supplies Be`ato company syrup supplier Robust Roasters In-store Roaster PBFY flexible packaging Packaging supplies Sysco Other inventories (milk, sugar, cream etc.)
- 11. Projections Financials Founder’s Initial Cash Contribution $20,000 Bank Loans $10,000 Investors $240,000 (2 years operation) Initial Investment $270,000 Start-Up Capital $80,400 Five-Year Profit $ 502,275 ROI 186%
- 12. First Mover Filling a unique market niche Quickly build brand reputation No direct competition
- 14. Our Menu Traditional Shots ● Vanilla ● Hazelnut ● Raspberry ● White Chocolate ● Bourbon ● Lavender ● Pistachio ● Cinnamon ● Almond ● Pumpkin Spice ● Peppermint Chocolate ● Irish Cream ● Eggnog ● Nutella ● Toffee Secret Shots ● Sea Salt + Caramel ● Canadian Bacon ● Smoky Guinness ● Rhubarb + Apple Pie ● Earl Grey + French Vanilla ● Wildflower Honey ● Triple Berry ● Maple Walnut ● Peanut Butter and Jam ● Banana Bread ● Chocolate Cedar ● Coconut + Cocoa Nibs ● Campfire S’more ● Roasted Chestnut Soy ● Liquorice
Editor's Notes
- A lot of coffee consumers in Vancouver.Coffee is the most popular hot beverage in Canada with a total of 14 billion cups consumed annually. It is the second most consumed beverage, after water, by people 25 and older, and the top beverage of choice for adults.So many people drink coffee, yet not everyone’s knowledgeable about coffee.Many wonder about the difference between latte and Cappuccino. Many became coffee fanatics and obsessed with coffee.Although there are many coffee shops and café in Vancouver, none of them offer education on coffee, which is growing significantly with the coffee industry.Imagine right now a coffee consumer wants to search, discover and purchase coffee that he or she likes by exploring different coffee, different flavours and learning about coffee brewing. Where do they go? Google? Internet doesn’t hand you the equipment you need to learn more about brewing good cup of coffee. Play with different flavours? Not likely unless your Dad’s Richard Branson. What if you want to become a barista, where do you start?This is where Bean Lab comes in. - Imagine a world where a coffee consumer gets to search, discover and purchase coffee he or she likes by exploring different flavours and learning from the best. Now imagine that tomorrow, hundred or thousands are taste and aroma that matches exactly the wine you’ve created or are selling. Finally imagine that it will cost you nothing to enter your wine in VinoMatch’scatalog for all wine consumers to find it when the above scenario happens, every time it happens.
- Value Propositions-relevant,hands-on coffee education in partnership with the Canadian Barista and Coffee Academy – the nation’s leading coffee school – to enthusiasts and business professionals. - city attraction, offering over 30 special flavours – including 10 of our ultimate “secret recipe” flavours – with which all of our friends can customize their lattes, cappuccinos, and other favourite espresso drinks.innovative, fun and delicious coffee drinkstasting of our flavours and learning about the growing coffee culture in North America and, specifically, the story of our coffee beans from crop to cup. a dynamic environment where our customers and educators can use various processes and tools to experiment and co-create new tastes, as well as celebrate traditional ones.a new desire from curious Vancouverites who are enthusiasts, entrepreneurs and/or life-long learners to engage in serious coffee educationconsume coffee several times a week (perhaps even on a daily basis) and wonder, “Why does this coffee taste so terrible?” or “What does it mean when my coffee beans are ‘direct trade’?” or “What makes a roast light or dark?” Others who wish to become entrepreneurs or well-trained baristas may ask, “Where exactly do I start?” or “How can I dig deeper and broaden my current knowledge of coffee?do not want to appear ignorant or unintelligent. There is currently no school or shop in Vancouver that actively stimulates such needed dialogue and education, and we believe BeanLab’s offerings address this very void.We believe people like experimenting and finding that extra bit of fun and joy in things that first seem mundane or ordinary, if given the opportunity. Through Starbucks’ success in offering a wide variety of coffee drinks to a broad range of audience, we learn that people- enjoy customization. They enjoy being able to participate in creating their own favourites, even if it means merely adding those few extra words to their drink order. At BeanLab, we create a space for people to do exactly that – play, discover and fall in love with coffee.Key Activities Education: In partnership with the Canadian Barista and Coffee Academy, BeanLab offers programs that aim to bring __ coffee education to a broad range of participants, from the curious, everyday consumer to the up-and-coming barista champion. Our list of classes include (but not limited to): Level I Barista WorkshopLevel II Advanced Barista WorkshopLevel III Expert Barista WorkshopOpening a Coffee BusinessBean to CupLatte ArtEquipment and Brew MethodsRoasting and Cupping Customized Drinks: BeanLab serves quality espresso drinks (e.g. lattes, cappuccinos, macchiatos) with the option of adding unique flavours. Below is a sample of our offerings*:Traditional ShotsVanillaHazelnutRaspberryWhite ChocolateBourbonLavenderPistachioCinnamonAlmondPumpkin SpicePeppermint ChocolateIrish CreamEggnogNutellaToffeeSecret ShotsSea Salt + CaramelCanadian BaconSmoky GuinnessRhubarb + Apple PieEarl Grey + French VanillaWildflower HoneyTriple BerryMaple WalnutPeanut Butter and JamBanana BreadChocolate CedarCoconut + Cocoa NibsCampfire S’moreRoasted Chestnut SoyLiquorice *Customers can suggest new flavours.Besides these activities, BeanLab also offers traditional coffee service and sells roasted coffee beans and equipment for home brewing, satisfying the passersby who just want to stock up or have a caffeine boost.
- Value Propositions-relevant,hands-on coffee education in partnership with the Canadian Barista and Coffee Academy – the nation’s leading coffee school – to enthusiasts and business professionals. - city attraction, offering over 30 special flavours – including 10 of our ultimate “secret recipe” flavours – with which all of our friends can customize their lattes, cappuccinos, and other favourite espresso drinks.innovative, fun and delicious coffee drinkstasting of our flavours and learning about the growing coffee culture in North America and, specifically, the story of our coffee beans from crop to cup. a dynamic environment where our customers and educators can use various processes and tools to experiment and co-create new tastes, as well as celebrate traditional ones.a new desire from curious Vancouverites who are enthusiasts, entrepreneurs and/or life-long learners to engage in serious coffee educationconsume coffee several times a week (perhaps even on a daily basis) and wonder, “Why does this coffee taste so terrible?” or “What does it mean when my coffee beans are ‘direct trade’?” or “What makes a roast light or dark?” Others who wish to become entrepreneurs or well-trained baristas may ask, “Where exactly do I start?” or “How can I dig deeper and broaden my current knowledge of coffee?do not want to appear ignorant or unintelligent. There is currently no school or shop in Vancouver that actively stimulates such needed dialogue and education, and we believe BeanLab’s offerings address this very void.We believe people like experimenting and finding that extra bit of fun and joy in things that first seem mundane or ordinary, if given the opportunity. Through Starbucks’ success in offering a wide variety of coffee drinks to a broad range of audience, we learn that people- enjoy customization. They enjoy being able to participate in creating their own favourites, even if it means merely adding those few extra words to their drink order. At BeanLab, we create a space for people to do exactly that – play, discover and fall in love with coffee.Key Activities Education: In partnership with the Canadian Barista and Coffee Academy, BeanLab offers programs that aim to bring __ coffee education to a broad range of participants, from the curious, everyday consumer to the up-and-coming barista champion. Our list of classes include (but not limited to): Level I Barista WorkshopLevel II Advanced Barista WorkshopLevel III Expert Barista WorkshopOpening a Coffee BusinessBean to CupLatte ArtEquipment and Brew MethodsRoasting and Cupping Customized Drinks: BeanLab serves quality espresso drinks (e.g. lattes, cappuccinos, macchiatos) with the option of adding unique flavours. Below is a sample of our offerings*:Traditional ShotsVanillaHazelnutRaspberryWhite ChocolateBourbonLavenderPistachioCinnamonAlmondPumpkin SpicePeppermint ChocolateIrish CreamEggnogNutellaToffeeSecret ShotsSea Salt + CaramelCanadian BaconSmoky GuinnessRhubarb + Apple PieEarl Grey + French VanillaWildflower HoneyTriple BerryMaple WalnutPeanut Butter and JamBanana BreadChocolate CedarCoconut + Cocoa NibsCampfire S’moreRoasted Chestnut SoyLiquorice *Customers can suggest new flavours.Besides these activities, BeanLab also offers traditional coffee service and sells roasted coffee beans and equipment for home brewing, satisfying the passersby who just want to stock up or have a caffeine boost.
- primary target customer is a young professional who is interested in the art of coffee making and wishes to further his/her knowledge for personal and/or professional purposes. enthusiastic about various or all aspects including coffee farming, roasting, brewing, and/or latte art. customer may want to pursue a professional career in the coffee industry (e.g. barista, shop owner/operator, etc.).20-30-something tourist who is adventurous and curious about new tastes. loves to customize their espresso drinks and can identify a favouriteflavour, but is always excited about new offerings on the menu. likes being part of the experimentation and play at BeanLab, and enjoys sharing good finds with friends and strangers via writing reviews on Yelp.secondary target customer is a passerby who happens to discover BeanLab while visiting Granville Island. He/she has no particular coffee interests, but wishes to purchase a hot drink to keep warm in the Vancouver rain. - nurture mentor-student friendships with all who walk through our doors. We are the friend customers call when they have a coffee-related question (and there are no “stupid questions”). We are the friend who feels no shame in engaging in incredibly nerdy conversations about coffee with fellow fanatics. We are the friend who always has a fresh supply of roasted coffee beans ready and at its prime for home brewing. We are the friend who wants to hear about new ideas and make new friends.All of our customers are closely integrated with the growth of our business.