Jollibee

Executive Summary

Dark Deluxe coffee bar is determined to become a daily necessity for local coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, all in one. With the growing demand for high-quality gourmet coffee and great service, Dark Deluxe will capitalize on its proximity to the Call Center Companies to build a core group of repeat customers. Dark Deluxe will offer its customers the best prepared coffee in the area that will be complimented with pastries, as well as free books that its patrons can read to enjoy their visit.

The company will operate a 2,300 square foot coffee bar within a walking distance from the Call Center Establishment. The owners have secured this location through a three-year lease with an option for extending. They have also provided P5million of the required P6,310,000 start-up funds. The remaining capital will be obtained through Commercial Banks commercial loans.

The company is expected to grow sales revenue from P15 million in first year operation to P25 million in year three. As Dark Deluxe will strive to maintain a 65% gross profit margin and reasonable operating expenses, it will see net profits grow from P4 million to P5 million during the same period.

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1.1 Objectives

Dark Deluxe's objectives for the first year of operations are:

* Become selected as the "Best New Coffee Bar in the area" by the local restaurant guide.

* Turn in profits from the first month of operations.

* Maintain a 65% gross margin.

1.2 Keys to Success

The keys to success will be:

* Store design that will be both visually attractive to customers, and designed for fast and efficient operations.

* Employee training to insure the best coffee preparation techniques.

* Marketing strategies aimed to build a solid base of loyal customers, as well as maximizing the sales of high margin products, such as espresso drinks.

1.3...