Business Plan

Pagagnini Devilcafe Business Plan

Ben Jiang, Inna Popova, Hermia Huang, Max Petrov, Yuchen Liu

17/01/2014

1. Executive Summary

Our team has developed a business plan for a new breakthrough venture – a fusion of world-class cultural experiences, the finest Italian coffee and refined entertainment in the unique environment of a traditional Italian violin workshop. The venue will function as a nice, friendly and relaxed coffee shop during the day and as a wine bar in the evening – a perfect spot to round up a perfect day.

Unlike our competitors, we are not going to sell just food and beverages, we will offer diverting cultural experiences and atmosphere and provide insights into the world of classical music and violin making and repairs - one of the rarest forms of craft in the world. Our guests will enjoy the music and the company of their friends, meet like-minded, artistically inclined people and broaden their knowledge of the performing arts.

Through our advantages we aim to generate a wider clientele than other cafes, restaurants and bars in the West End area. The venue will attract two main groups of customers: younger audience in the daytime, the more experienced and discerning public during the evening. Our marketing and promotion strategy aims at retaining customers and building up customer loyalty. We will measure our success first and foremost in our clients’ joy and inspiration; we will measure our investors’ success in solid profits within the first few months.

The research and calculations suggest that in four months’ time the business will not only break even, but will also generate a small profit, which is a remarkably quick return for the HoReCa sector in general and small independent cafes in particular. We expect a growth rate of 13.6% during the course of the first two years, which provides further evidence of viability of the business model.

Our vision: The world of music in your coffee cup.

Our mission: To bring...