The coffee shop will provide an ideal setting that combines quality beverages with a quiet atmosphere, facilitating effective study and work sessions.. The target customers for the café
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The projected annual revenue target for the coffee shop is over 662.8 million VND, with profitability anticipated from the first year of operation The average customer footfall is expected to be 90 people per day, with a goal of achieving at least 15% annual revenue growth in the first year and 10-12% in subsequent years A reasonable net profit will be maintained to allow for reinvestment into menu upgrades, chain development, and marketing activities The shop aims to obtain certifications and awards for product quality and sustainability, while also striving for a customer loyalty rate exceeding 70% by the third year Although there are no plans for additional branches, the focus will be on enhancing service quality to meet customer demands Additionally, the business is committed to promoting sustainable finance by optimizing resource use and minimizing environmental impact.
1.3 The Necessity of Implementing the Project
Implementing the coffee shop project 1s an important and necessary step in meeting the growing demand for healthy and sustainable food and beverage options
In a rapily changing world, providing customers with high-quality beverages and a
13 comfortable space for studying and working is not only a business opportunity but also a commitment to health, community, and a balanced lifestyle
This project enhances the coffee experience by meeting customer demands for convenience and enjoyment while promoting a vibrant coffee culture By providing a diverse drink menu and a welcoming atmosphere, it fosters community connections, encourages social interactions, and supports customers' mental well-being.
Implementing this project showcases the potential for innovation and creativity within the coffee industry, leading to the development of unique and appealing beverage options This initiative presents a valuable business opportunity while also inspiring positive changes in community consumption habits, ultimately promoting a healthy lifestyle and environmental sustainability.
This project represents a dedication to health, community, and sustainable development, going beyond a mere business plan Its implementation aims to drive positive transformations within the coffee industry, promoting sustainable choices for all stakeholders involved.
The study cafe in Binh Thanh District is designed to cater to the increasing needs of students, pupils, and office workers seeking a comfortable environment for studying and working This coffee shop offers a perfect blend of high-quality beverages and a serene atmosphere, promoting productive study and work sessions.
In today's world, where many people are looking for ideal places to study and work remotely, this café is set to be a popular choice With its emphasis on comfort, the café features cozy seating, ample power outlets, and robust Wi-Fi, allowing customers to focus effectively on their tasks.
The project's feasibility is supported by a skilled management team, along with available financial and material resources Additionally, the café is committed to
14 implementing sustainable practices, from using fresh ingredients to minimizing negative environmental impacts
This coffee shop project not only offers an attractive business opportunity but also demonstrates a commitment to the health an sustainable development of the community
Main objective: Establish a reputable study café that ensures quality beverages and an effective study space
This coffee shop project will be implemented in Binh Thanh District, Ho Chi Minh City, an area with the following favorable natural conditions:
Ho Chi Minh City experiences a tropical monsoon climate characterized by distinct dry and rainy seasons The dry season spans from November to April, while the rainy season lasts from May to October With average daily temperatures ranging from 28°C to 35°C, the city offers a warm and enjoyable atmosphere throughout the year.
Stable Temperature: With a consistently high and stable temperature throughout the year, the café can easily adjust the indoor environment to ensure customer comfort, thereby enhancing the coffee-drinking experience
Binh Thanh District boasts a prime transportation location, strategically situated near major routes that facilitate easy access to the coffee shop The district's network of main roads connects seamlessly to surrounding areas, significantly enhancing the café's ability to attract a diverse and substantial customer base.
Due to its advantageous geographical location, the coffee shop experiences minimal negative impact from adverse natural conditions like topography, geology, or climate, enhancing the project's overall operational effectiveness.
In a tropical monsoon climate, it's essential for cafes to adapt their indoor temperature and atmosphere throughout the year This focus on creating a comfortable environment ensures that customers can enjoy their coffee to the fullest, regardless of the season.
Demographic Condifions -.- - 221111299 1 19211111 ớu 15 “cố hố
The study café is located in a convenient area with a diverse and unique demographic structure, which includes the following factors:
Located on Vo Oanh Street in the vibrant Binh Thanh District, the café benefits from its proximity to major educational institutions like Hong Bang University and the University of Transport Ho Chi Minh City, creating a substantial customer base of students, lecturers, and local residents The district's urban residential areas and office spaces contribute to a steady flow of employees seeking quality coffee and relaxation during their breaks or after work Additionally, the café's location near the city center attracts both international and domestic tourists looking for a comfortable study or relaxation spot With a diverse community characterized by varying interests, lifestyles, and cultures, the café targets students, office workers, and tourists, particularly young individuals who are increasingly inclined towards healthy and sustainable consumption practices.
Investor Capacity: The project involves seven capital contributors, each bringing unique value to the development of the study coffee shop
Financial Capacity: The total investment capital is raised through family support and bank loans, ensuring sufficient financial resources to implement and maintain the coffee shop’s operations
The team boasts professional expertise in investment project setup, backed by academic education and practical experience in investment planning With strong English language skills and a solid grasp of technology and techniques, they effectively apply their knowledge to initial facility investments, brand development, and management Their deep understanding of the evolving preferences of youth provides a significant advantage in product and service development Additionally, the team possesses robust knowledge in Finance, Banking, and Business Administration, acquired through their educational background, enhancing their management capabilities.
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(1) Unique Space: The establishment ctreates a specialized environment that not only serves drinks but also supports studying and working, giving it a competitive edge over traditional coffee shops
(2) Prime Location: Located in Binh Thanh District, near universities and offices, the shop attracts a large number of potential customers, including students, lectures, and office workers
(3) High-Quality Beverages: The menu offers a wide range of drinks, from coffee to tea and blended beverages, catering to various customer preferences
(4) Study Amenities: The shop provides high-speed Wi-Fi, plenty of power outlets, and comfortable seating, which is a plus for customers looking for a long-term study space
(1) Limited Menu: Bu focusing primarily on beverages and light snacks, the shop may lose customers who are looking for full meals
(2) Higher Prices: The quality of drinks and the study-oriented amenities may lead to higher costs compared to regular coffee shops, which could deter price- sensitive customers, especially students
(3) Limited Space: The small size of the shop might cause overcrowding during peak hours, affecting customer satisfaction
(1) Growing Demand for Study Spaces: There is a rising demand for coffee shops that offer study spaces, especially with the increasing trend of remote work and online learning
(2) University Partnerships: There is potential for collaboration with nearby universities, offering student discounts or hosting academic events at the shop, which could attract more customers
(3) Expanding Study Support Services: The shop could offer additional services like study workshops or partnerships with online learning platforms, providing extra value to customers
(1) Competition: The shop may face competition from other coffee shops or co- working spaces in the area
(2) Customer Fluctuations: Customer demand for study spaces may decrease during holidays or academic breaks, leading to fluctuations 1n revenue
(3) Economic Challenges: Economic difficulties could impact discretionary spending on premium coffee and study spaces, especially among students
2 Product market analysis of the project
The primary target customers of the café are young students and pupils who seek a conducive study and research environment They value a quiet yet inspiring space to focus on their studies or collaborate with classmates, typically visiting the café 1 to 3 times a week if it provides high-quality products and services This customer segment is likely to consider the study café one of their favorite spots for meeting deadlines.
Freelancers and young entrepreneurs are increasingly drawn to creative workspaces that offer an escape from traditional office settings They prioritize quiet environments that foster creativity while also providing valuable networking opportunities to connect with potential partners.
Group of friends and family: This is a group of customers who often come to coffee shops to meet, chat, or celebrate special occasions
Foreign Tourists: Tourists and foreigners enjoy experiencing unique cafés in
Ho Chi Minh City and often seek out the cafés to relax, enjoy local culture, or find a quiet place to read and work
Office workers often rely on takeaway meals and prefer working in study cafés, where they can meet clients and partners while using their laptops Their frequency of visits closely resembles that of student customers, making them a vital demographic for study cafés.
Blue-collar workers often seek cafés that offer comfortable seating and affordable prices, as they typically have lower incomes These customers may visit to relax while waiting for someone rather than for an upscale experience Therefore, the focus should be on budget-friendly options rather than extravagant décor or exceptional drink quality.
Demographic segmentation by age reveals that the youth group, specifically those aged 18-25, is a dynamic and creative audience eager for new experiences This group balances their time between studies and social activities, favoring modern café environments that offer reasonable prices As a result, they represent the primary target demographic for coffee shops aiming to attract this vibrant customer base.
Individuals aged 26 to 40 typically seek comfortable and professional environments to work or unwind after their jobs They frequently visit coffee shops for discussions with colleagues and prioritize locations that offer quiet, conducive spaces with minimal noise.
Older adults, particularly those over 40, typically seek serene and sophisticated environments ideal for unwinding and socializing with friends and colleagues after a demanding work week Whether enjoying a leisurely weekend or grabbing a morning coffee, this demographic values spaces that promote relaxation and connection.
Men generally favor strong, bold coffee, prioritizing flavor and quality over presentation Their consumption habits reflect a practical approach, focusing on the essence of the beverage rather than its appearance Furthermore, they value comfortable environments that facilitate meetings with partners and discussions with clients.
Women favor spacious and well-lit study areas for check-ins, studying, socializing with friends, and collaborating on group projects They place significant emphasis on the flavor and quality of milk tea and pastries offered in cafés.
University students generally have low to average income levels, primarily relying on family support and part-time employment This limited disposable income necessitates reasonable pricing to effectively attract this demographic.
19 frequently looks for cafés with affordable prices and comfortable, not overly luxurious, spaces to meet their needs
Individuals seeking work and study environments are crucial to our project, as they require a peaceful atmosphere equipped with Wi-Fi and comprehensive amenities to meet their academic deadlines or fulfill remote work obligations This group includes students, freelancers, and remote employees who rely on computers for their online tasks.
Social Space Enthusiasts: This customer group often visits coffee shops to meet friends, organize events such as birthdays, group meetings, and social conversations during, weekends
2.1.1 Product Demand in the Market
Coffee has become a vital aspect of daily life for many, leading to flexible consumption habits The integration of coffee with study environments creates a distinctive and pleasurable experience that draws in customers.
The quality and layout of a study café play a crucial role in meeting customer needs and influencing their decision to visit When drinks are delicious, food is high-quality, safe, and affordable, and the environment is comfortable with well-maintained, upgraded equipment, customers are more likely to return frequently.
A quiet space is a crucial factor that attracts customers to coffee shops, providing an ideal environment for relaxation, studying, socializing, and personal projects This tranquil atmosphere allows patrons to escape the chaos of everyday life and concentrate on their academic or work tasks The increasing demand for such work and study spaces, particularly among students and office workers, has led to a trend of frequent café visits, with many seeking out study cafés that offer spacious, comfortable settings equipped with Wi-Fi and power outlets As remote work gains popularity, these cafés are becoming essential hubs for productivity and creativity.
20 ¢ Diverse Beverage Options: The shop not only serve coffee, but it also launches a variety of food and drink products that pay attention to customers’ preferences and trends
Health-conscious consumers are increasingly exploring a variety of beverages beyond coffee, including diverse teas and natural fruit juices, to accommodate those who prefer alternatives or seek healthier options.
- Sweet Treats and Drinks: Items like pastries, blended drinks, and milk tea are particularly popular among young women and students, making them a common choices when visiting coffee shops
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Organizing group study sessions and workshops, including soft skills development and effective study techniques, can significantly enhance customer attraction to your shop This approach not only boosts sales but also fosters a strong sense of community among customers.
Attract more customers to your café by offering special promotions and discounts, such as a 20% reduction for students presenting their ID or a complimentary snack with drink purchases These incentives not only encourage repeat visits but also enhance the appeal of your café throughout the month of August.
Partnering with influencers and Key Opinion Leaders (KOLs) who are students or freelancers can effectively promote your shop Engaging posts and videos showcasing experiences at study cafes will rapidly enhance brand visibility within the target audience.
To ensure that the August café operates effectively and attracts customers, identifying consumption methods is crucial There are several consumption methods that a student coffee shop can implement:
In-store sales of drinks and snacks, including coffee, fruit tea, and cakes, serve as the primary consumption mode Customers can relax and socialize in the shop while enjoying high-quality, safe ingredients in their beverages and treats.
Takeaway: Many customers choose to buy beverages to take away, especially as more people work remotely or have busy schedules and no time to enjoy coffee at the shop
Loyalty programs allow customers to earn points on their purchases, which can be redeemed for discounts or gifts This system not only incentivizes repeat business but also cultivates a sense of community among participants.
Exclusive deals for loyal customers, such as discounts on drinks or cakes on designated days, and a 20% discount for students during the back-to-school season, can significantly boost customer loyalty.
Setting up an e-commerce website enables August Café to expand its reach and increase revenue by allowing customers to conveniently order drinks and cakes online Utilizing platforms like Shopee Food and Grab, customers can easily place orders through an app or website, enhancing their experience by enjoying their favorite beverages without the need to visit the café.
Today’s coffee shops offer a variety of consumption methods to meet the diverse needs of different customer groups, including students and professionals This flexibility in service enhances customer satisfaction and allows establishments like August Café to broaden their market reach.
2.2.2 Distribution Network for the Café
The distribution network of a study coffee shop plays a crucial role in efficiently delivering products to consumers Below are the key components of a coffee shop's distribution network:
Direct distribution channels at August café include an on-site coffee shop where customers can enjoy a unique experience with freshly brewed coffee and delicious food Additionally, the café offers a convenient takeaway service, allowing busy individuals to grab beverages and meals on the go, catering to their fast-paced lifestyles.
Indirect Distribution Channels: Delivery Service: Partnering with delivery services like GrabFood, Now, or dedicated services to provide beverages and food directly to customers' homes
Partner Distribution NetworkCorporate Partnerships: Supplying products to offices, schools, or organizations to meet their in-house coffee needs
Leveraging social media platforms such as Facebook, Instagram, and TikTok is a powerful strategy for promoting and selling products, particularly to a younger audience This approach not only enhances brand awareness but also fosters engagement with potential customers, making it an essential component of any online business network.
Online Promotional Programs: Organize promotions and exclusive offers for
26 customers, especially students and office workers who order online to increase attention, attract more customers and get customers to experience coming to the store
Organizing special events such as study sessions, cultural exchanges, workshops, and music performances at the study coffee shop can effectively attract customers These activities provide valuable experiences for students and patrons while fostering a strong sense of community and belonging among peers.
Table 1: Estimated revenue over the years
Estimated number of 4000 4250 4500 4750 5000 customers per month
Estimated number of 48.000 51.000 54.000 57.000 60.000 customers per year
3 ANALYSIS OF TECHNOLOGY AND INPUT FACTORS
Our menu features 12 delightful drink options, including a variety of coffee, milk tea, and tea selections Coffee lovers can enjoy black coffee, coffee with milk, and an array of flavored milk teas, such as fruit-infused and pearl milk tea Tea enthusiasts will appreciate options like peach and lychee tea Additionally, we offer refreshing smoothies and blended drinks for a perfect complement to your meal.
Cakes on the menu: Strawberry cream cake, baked cheesecake, bread with condensed milk, etc
3.2.1 Source and ability to supply raw materials
Place of coffee raw material supplier: Trung Nguyen Legend
Address: 82-84 Bui Thi Xuan, Ben Thanh, District 1, Ho Chi Minh City
Trung Nguyen Coffee prioritizes high-quality raw materials to produce distinctive and unique coffee flavors The coffee varieties used, including Arabica, Robusta, Chari (Excelsa), Catimor, and Culi, are cultivated in accordance with international standards.
The company has established a system of purchasing coffee directly from farmers, through purchasing stations and coffee testing centers In particular, Trung Neuyen coffee is harvested manually to ensure quality
Tea material supplier: The Gioi Tra
Address: 310B No Trang Long, Ward 12, Binh Thanh District, Ho Chi Minh City
The products at The Gioi Tra are certified for food hygiene and safety, high quality products, clear ongin, with more than 20 product lines, stable supply and always available
Supplier of raw milk ingredients: Sieu Thi Nguyen Lieu
Address: 91/9 (Alley 85) Tran Quang Dieu, Ward 14, District 3
Raw Material Supermarket is considered a reputable supplier of raw materials for making drinks and owns a large chain of distribution stores in Ho Chi Minh City
The Raw Material Supermarket offers a wide selection of high-quality raw materials for beverage preparation, including milk tea powder, pudding powder, Flan powder, toppings, and jelly ingredients All products are carefully preserved and packaged to guarantee food hygiene and safety, allowing customers to shop with confidence.
Fruit supplier and baking powder: Cho Dau Moi Nong San Thu Duc
Address: 141 QL1A, Tam Binh, Thu Duc City, Ho Chi Minh City
Thu Duc Market, the largest agricultural and food wholesale market in Ho Chi Minh City, showcases a diverse array of wholesale fruits, including rambutan, dragon fruit, tangerine, grapefruit, durian, mangosteen, orange, grape, guava, and plum Operating around the clock, this bustling market attracts numerous buyers seeking quality fruit for their businesses Additionally, visitors can find affordable and high-quality cake flour available for wholesale purchase.