EXECUTIVE SUMMARY
The Mirage-Coffee will be a specialty coffee shop in downtown Seattle, DC offering
direct-trade coffee, tea, simple meals, and TCP merchandise. The shop will offer the standard
specialty coffee drink
...
EXECUTIVE SUMMARY
The Mirage-Coffee will be a specialty coffee shop in downtown Seattle, DC offering
direct-trade coffee, tea, simple meals, and TCP merchandise. The shop will offer the standard
specialty coffee drinks like cappuccinos, lattes, macchiatos, and cortados, as well as shots of
flavors and a selection of milk alternatives. In achieving its mission to provide great specialty
coffee with a cause to Bartlesville, a portion of the profits from every food or drink purchase at
The Coffee Project will be donated to local and regional charity organizations of the customers’
choosing. All net profits from TCP merchandise will also be donated to charity. Our goal is to
bring change to the area while spurring people to get involved in helping others.
The Mirage-Coffee will be located in the heartbeat of Bartlesville, it's Retail and
Restaurant District. The 20 shops downtown work together to draw in crowds from the
surrounding areas and create a unique shopping and dining experience. Of the 20,000 coffee
shops in the United States, 55% are specialty coffee shops, which are gearing towards the hip,
modern interiors that the millennial population especially craves. With plenty of seating and a
modern, industrial-style interior in its 966 square-foot retail space, The Coffee Project will
appeal to the audience of caffeine-lovers who enjoy the social aspect of grabbing coffee in a
unique atmosphere.
The millennial population ages 18-36 comprises a large portion of The Coffee Project’s
target market. Millennials are more active on social media and are more likely than their elders to
seek out a modern coffee shop to spend time after school or during work breaks. The Coffee
The project will hire a social media manager to promote the business via Instagram and
Facebook, to reach a large segment of our target market. Promotions on social media will focus
on the quality products offered in The Coffee Project, as well as on its mission to giving back to
the community. An understanding of The Coffee Project’s mission will enhance the attractiveness
of the business and allow it to appeal to a wider audience.
Shoxruhmirzo Turgunov will be the owner and accountant of The Coffee Project. He has a
degree in Accounting from the University of Sunderland in the UK and has gained much
knowledge from the Management Institute of Singapore and a major hub for entrepreneurial
learning. The Coffee Project will have one accountant/general manager and one additional
manager with operational and retail level duties. Four baristas will be hired for day-to-day
transactions and preparing drinks and food. The Coffee Project will hire a social media managerRUNNING HEAD: BUSINESS PLAN ON COFFEE 3
to run all social media sites and marketing promotions. Below is a chart of general duties for
each position.
Young families that comprise the third-largest market share in Seattle, are often overlooked in
the coffee market. Coffee houses traditionally have not been considered ‘kid’ friendly. To
overcome this hurdle, the Mirage-Coffee has long term plans (5 years) to open a 2nd coffee shop:
A combination indoor play area/coffee bar. This concept allows parents and caregivers an
opportunity to meet and relax with other adults while the children can enjoy the indoor
playground amenities. Additional future services will include in-store sales for home purchases
as well as an online store. The website will have an option to purchase prepaid gift card program
– Prepaid gift cards not only provide immediate cash but also reduce credit card transaction
charges and draw new customers to the business
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