I.

Executive summary
There are so many coffee shops in Ha Noi which just focus on a certain model such as Acoustic
Cafe, Book Cafe, traditional cafe, or cafe take away, but our bar cafe not only serves drinks but also
provides a space as an exhibition of barbies. Our motto is “I want to do the imagining, not be the idea.

Barbie Coffee is a fun and trendy coffee bar that caters to the young and young-at-heart. Our
friendly staff, delicious drinks, and playful atmosphere are sure to put a smile on your face and make your
day a little brighter.

Business Overview
- The Barbie Coffee is a coffee shop that is named after the iconic Barbie doll, our coffee bar offers a
unique and playful atmosphere, where customers can come to relax, socialize, and enjoy a variety of
delicious coffee drinks, pastries, and other treats.

- Mission statement and guiding principles: There exists a preconception about disregard of women,
underate women’ability. So our aim when we open the coffee shop is cheering and satisfying passion such
as girls give theirselve very fine airs, girly, charming.
- Location and foot traffic: Barbie Coffee is in a commercial area in Ha Noi. The commercial zoned
premises have the necessary material facilities and will require only a minor espresso bar, kitchen, and
storage area. The coffer bar ‘s open and clean interior design with art and pink light decor will convey the
quality of the served beverages and snacks will be in-line with the establishment’s positioning as an
eclectic place where people can relax and enjoy their cup of coffee. Mover outside electric signs with
pink Barbie logo will be aimed to grab the attention of the customer.

- Coffee shop’s ambiance: Our coffee bar is designed to be bright, colorful, and whimsical, with Barbie-
inspired décor, pink accents, and fun, playful touches throughout. We want our customers to feel like
they've stepped into a world of imagination and creativity, where they can let their hair down and have
fun.

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 ensure 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.
Financing Needed

The owners will invest $140,000 and take out a bank loan for $30,000 to
cover the start-up expenses and assets needed plus deficient spending in the early
months.
The start-up expenses of $27,000 include:

 Legal expenses for obtaining licenses and permits as well as the accounting
services total $1,300.
 Marketing promotion expenses for the grand opening of Java Culture are in
the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per
copy) for the total amount of $3,580.
 Consultants’ fees of $3,000 paid to ABC Espresso Services <name
changed> for the help with setting up the coffee bar.
 Insurance (general liability, workers’ compensation, and property casualty)
coverage at a total premium of $2,400.
 Pre-paid rent expenses for one month at $1.76 per square feet in the total
amount of $4,400.
 Premises remodeling in the amount of $10,000.
 Other start-up expenses include stationery ($500) and phone and utility
deposits ($2,500).

These expenses will be incurred before launch, so they take their place in our
financial projections as negative retained earnings of $27,680 at the end of the
month before we begin. That number shows up in the balance sheet.
The required start-up assets of $143,000 include:

 Cash in the bank in the total amount of $67,000, which includes enough to
cover employees and owner’s salaries of $23,900 for the first two months
and cash reserves for the first three months of operation (approximately
$14,400 per month).
 Start-up inventory of $16,000, which includes:
o Coffee beans (12 regular brands and five decaffeinated brands) –
$6,000
 o Coffee filters, baked goods, salads, sandwiches, tea, beverages, etc. –
$7,900
o Retail supplies (napkins, coffee bags, cleaning, etc.) – $1,840
o Office supplies – $287
 Equipment for the total amount of $60,000:
o Espresso machine – $6,000
o Coffee maker – $900
o Coffee grinder – $200
o Food service equipment (microwave, toasters, dishwasher,
refrigerator, blender, etc.) – $18,000
o Storage hardware (bins, utensil rack, shelves, food case) – $3,720
o Counter area equipment (countertop, sink, ice machine, etc.) – $9,500
o Serving area equipment (plates, glasses, flatware) – $3,000
o Store equipment (cash register, security, ventilation, signage) –
$13,750
o Office equipment (PC, fax/printer, phone, furniture, file cabinets) –
$3,600
o Other miscellaneous expenses – $500

Funding for the company comes from two major sources–owners’

investments and bank loans. Two major owners, Van Nhi and Phi Nhung, have
contributed $70,000 and $30,00 respectively. All other investors have contributed
$40,000, which brings the total investments to $140,000. The remaining $30,000
needed to cover the start-up expenses and assets came from the two bank loans–a
one-year loan in the amount of $10,000 and a long-term (five years) loan of
$20,000. Both loans were secured through the Bank of America. Thus, total start-
up loss is assumed in the amount of $27,000.
The amounts show up in the balance sheet in the month prior to opening. The
$140,000 investment shows up as Paid-in Capital. The $27,000 expenses show up
as negative retained earnings. Assets and liabilities are there. This is all according
to financial standards.
Market

The target market for Barbie Coffee is primarily young women, girls, and
families with young children who are looking for a fun and playful coffee
experience. However, we also aim to appeal to anyone who appreciates a unique
and creative coffee environment. Whether you're a fan of Barbie or simply looking
for a fun and unique coffee experience, we invite you to come and check out
Barbie Coffee.

II. Business overview

Ownership

Is our members of group 4:

1.Trieu Bao Ngoc
2.Pham Ha My
3.Tong Thi Ha Anh
4. Dao Van Nhi
5. Tran Huyen Trang
6.Tran Thi Phi Nhung

Marketing plan

Barbie Coffee will position ourselves as unique coffee bar where its patrons
can not only enjoy a cup of perfect coffee and delicious glass of drinks but also
spend our time in an ambient environment .Comfortable sofas and chairs , pink
light and quiet relaxing music will help customer to relax from the daily stress and
will differentiate Barbie Coffee from incumbent competitor
 With a view to connect true Barbie lovers and those who are searching for
new coffee experiences. Moreover , in order to build up our clients base , Barbie
Coffee will use some strategic banner and fliers during the launch period , utilize
customer referrals and cross-promotions with other businesses in the community
from time to time , and loyalty programs that work with android and IOS and other
mobile phones which is the preference of our market

Our main thrust will be getting people to know , like ,attention and trust us
with content and engagement in social media like Facebook,Instagram,.. We intend
to maintain social media presences that are light on self-serving promotional quasi-
advertising content, heavy on comunity participation ,content ,and engagement

Sales Plan

Barbie Coffee will handle the sales transactions .To speed up the customer
service ,at least two employee will be servicing clients -while one employee will
be preparing the customer ‘s order , the other one will be taking care of sales
transaction .All sales data logged on the computerized point-of-sale terminal will
be later analyzed for marketing purposes

In the month leding uo to our opening ,we will ensure that we have
established a relationship and a attention of customer , they know and attention to
our opening day . we will strive to create a buzz surrounding our opening ,as well
as communicate our points of differentiation from our competitor .We will
distribution of coupons as incentive to visit our business when it opens .Finally we
will create all of our social media accounts ,beginning the direct marketing portion
of the promotional mix

The first month of operration will be crucial ,anf we need to make sure our
product and service is one of the quality . The first impression of our business will
be taken from this frame ,and it is important in order for us to be successful .We
will have lots of programs and special promotions like secret box bring to customer
surprising happiness all of it to draw people into the business

Structure

Barbie coffee is a start-up project .Its is a locally owned and operated business
in Ha Noi .We pride ourselves in providing excellent customer service in a friendly
, welcoming and imagination environment .All of the coffee we source is
ethnic ,sustainable ,and local when possible .We strive to enhance the new
experience of drink coffee .We are hoping to become one of the most popular and
special establishments for people to go to in Ha Noi by offering a product that cam
satisfy the consumer demand for quality of drinks ,as well as being a place where
people can find time to relax by themselves or with friends

The cafe will offer a wide selection of speciality coffees as well as a full
bistro menu .The full menu along with pricing is available in location .In addition
to full table and food service ,we offer the unique value proposition of being able
to create and explore many different forms of art establishment .We plan to uphold
an environment that promotes self-expression and creativity at all times

Team

Management Team

A full time manager will be hired to oversee the daily operations at Barbie
Coffee . This person’s responsibilities will include managing the staff ,ordering
inventory ,dealing with suppliers, developing a marketing strategy and perform
other daily managerial duties .We believe that our candidate has the right
experience for this role

III. Products and services

Products:
- Coffee (including various types of espresso drinks, drip coffee, cold brew, etc.)
- Tea (including various types of loose-leaf and bagged tea)
- Pastries (including muffins, croissants, scones, etc.)
- Sandwiches and other light food items
- Bottled drinks (including water, soda, juice, etc.)
- Coffee beans (for purchase)

Services:

- In-store seating (including tables, chairs, and couches)

- Drive-thru service (for quick and convenient service)
- Take-out service (for customers who want to quickly grab a drink and go)
- Catering (for events and meetings)
- Wi-Fi access (for customers who want to work or browse the internet)
- Loyalty programs (to reward regular customers)
- Event hosting (such as open mic nights, live music, or trivia nights)
- Roasting demonstrations (to educate customers about the coffee-making process)

IV. Financial Plan

Key Assumptions

1. We assume a steadily growing potential market in line with growth at the

university, trends.
2. We assume industry standard gross margins
3. We assume relative status quo regarding technology and trends in the coffee
industry

Revenue by Month
Expenses by Month

Financing
Use of Funds

The start-up expenses include an estimated $17,000 consisting of several items:

 Legal expenses for obtaining licenses and permits as well as the accounting
services totaling $1,500.
 Insurance (general liability, workers’ compensation and property casualty)
coverage at a total premium of $1,500.
 Premises remodeling in the amount of $10,000.
 Other start-up expenses including website ($4,000) and phone and utility
deposits ($2,500).

The required start-up assets of $71,000 include:

 Plates, glasses, etc. worth approximately $2,000

 Equipment for the total amount of approximately $69,000
o Espresso machine
o Coffee maker
o Coffee grinder
o Food service equipment (microwave, toasters, dishwasher,
refrigerator, blender, etc.)
o Storage hardware (bins, utensil rack, shelves, food case)
o Counter area equipment (counter top, sink, ice machine, etc.)
o Serving area equipment (plates, glasses, flatware)
o Store equipment (cash register, security, ventilation, signage)
o Office equipment (PC, fax/printer, phone, furniture, file cabinets)
o Other miscellaneous expenses

Sources of Funds
 Funding for the company comes from two major sources–owners’ investments and
bank loans. Two major owners, Van Nhi and Phi Nhung, have contributed $70,000
and $30,00 respectively. All other investors have contributed $40,000, which
brings the total investments to $140,000. The remaining $30,000 needed to cover
the start-up expenses and assets came from the two bank loans–a one-year loan in
the amount of $10,000 and a long-term (five years) loan of $20,000. Both loans
were secured through the Bank of Viet Nam. Thus, total start-up loss is assumed in
the amount of $27,680.

Statements

Projected Profit & Loss

FY2023 FY2024 FY2025

Revenue $561,010 $654,500 $743,000

Direct Costs $224,404 $261,800 $297,200

Gross Margin $336,606 $392,700 $445,800

Gross Margin % 60% 60% 60%

Operating Expenses

Salaries & Wages $193,200 $205,860 $219,453

Employee Related Expenses $38,640 $41,172 $43,891

Rent $36,000 $38,000 $42,000

Marketing $28,051 $32,725 $37,150

Utilities, phones, Internet etc. $6,000 $6,000 $6,000

Total Operating Expenses $301,891 $323,757 $348,493

Operating Income $34,716 $68,943 $97,306

Interest Incurred $951 $583 $427

Depreciation and Amortization $12,000 $12,000 $12,000

Gain or Loss from Sale of Assets

Income Taxes $3,265 $8,454 $12,732

Total Expenses $542,511 $606,593 $670,853

Net Profit $18,499 $47,907 $72,147

Net Profit/Sales 3% 7% 10%

Projected Balance Sheet

Starting Balances FY2023 FY2024 FY2025

Cash $67,000 $80,234 $133,240 $214,467

Accounts Receivable $0 $0 $0 $0

Inventory $16,000 $21,815 $24,765 $24,765

Other Current Assets

Total Current Assets $83,000 $102,048 $158,005 $239,232

Long-Term Assets $60,000 $60,000 $60,000 $60,000

Accumulated Depreciation ($12,000) ($24,000) ($36,000)

Total Long-Term Assets $60,000 $48,000 $36,000 $24,000

Total Assets $143,000 $150,048 $194,005 $263,232

Accounts Payable $0 $0 $0

Income Taxes Payable $2,232 $2,116 $3,184

Sales Taxes Payable $0 $0 $0

Short-Term Debt $13,683 $3,833 $3,989 $4,152

Prepaid Revenue

Total Current Liabilities $13,683 $6,065 $6,105 $7,336

Long-Term Debt $16,317 $12,484 $8,495 $4,343

Long-Term Liabilities $16,317 $12,484 $8,495 $4,343

Total Liabilities $30,000 $18,549 $14,600 $11,679

Paid-In Capital $140,000 $140,000 $140,000 $140,000

Retained Earnings ($27,000) ($27,000) ($8,501) $39,406

Earnings $18,499 $47,906 $72,148

Total Owner’s Equity $113,000 $131,499 $179,406 $251,553

Total Liabilities & Equity $143,000 $150,048 $194,005 $263,232

Projected Cash Flow Statement

FY2023 FY2024 FY2025

Net Cash Flow from Operations

Net Profit $18,499 $47,907 $72,147

Depreciation & Amortization $12,000 $12,000 $12,000

Change in Accounts Receivable $0 $0 $0

Change in Inventory ($5,815) ($2,950) $0

Change in Accounts Payable $0 $0 $0

Change in Income Tax Payable $2,232 ($116) $1,068

Change in Sales Tax Payable $0 $0 $0

Change in Prepaid Revenue

Net Cash Flow from Operations $26,917 $56,840 $85,216

Investing & Financing

Assets Purchased or Sold

Net Cash from Investing

Investments Received

Dividends & Distributions

Change in Short-Term Debt ($9,850) $156 $163

Change in Long-Term Debt ($3,833) ($3,989) ($4,152)

Net Cash from Financing ($13,683) ($3,833) ($3,989)

Cash at Beginning of Period $67,000 $80,234 $133,240

Net Change in Cash $13,234 $53,007 $81,226

Cash at End of Period $80,234 $133,240 $214,467

V. Market analysis
Target Market

Market Size & Segments

Vietnamese people enjoy drinking coffee in a variety of other forms,
including black coffee, iced coffee, and coffee with egg, … According to data from
the International Coffee Organization, Vietnam consumed approximately 2.6
million 60-kilogram bags of coffee in recent years. The local climate, with a long
rainy season, is very conducive for the consumption of hot non-alcoholic
beverages. At the same time, hot dry summers drive people into cafes to order iced
drinks. Furthermore, coffee has really become a part of the lifestyle in Vietnamese
life. Its discerning coffee drinkers are in favor of well-prepared, strong coffee-
based beverages, which they can consume in a relaxing environment.

Coffee consumption has shown a steady 7% growth rate in Viet Nam in

recent years. Our main market will be primarily young women, girls, and families
with young children who appreciates a unique and creative coffee environment.
Geographically, we plan to target urban areas with a high concentration of young
people and families, such as college towns, shopping districts, and trendy
neighborhoods. We also plan to use social media and influencer marketing to reach
a wider audience and generate buzz around our brand.

Competitive Analysis

Current Alternatives
 Barbie coffee’s direct competitors will be other special or big coffee bars
located in Ha Noi. These include Starbuck, Highland, Nola Cafe, Momiji Coffee,
The Note Coffee, and other Food service establishments that offer coffee.
Starbucks will definitely be one of the major competitors because of its strong
financial position and established marketing and operational practices. However,
despite of Starbuck’s entrenched market position, many customers favor smaller,
independent establishments that offer cozy atmosphere and good coffee at
affordable prices. Nola coffee is a good example of such competition. Barbie
coffee will position itself as a unique coffee bar that not only offers the best tasting
coffee and pastries but also provides home-like, cozy and comfortable
environment, which established corporate establishments lack. We will cater to
customers’ bodies and minds, which will help us grow our market share in this
competitive market.

Our Advantages

Barbie coffee will cater to people who want to get their daily cup of great-
tasting coffee in a special atmosphere. At our unique concept, playful atmosphere,
and high-quality coffee and pastries will set us apart and attract a loyal customer
base. We believe that there is a strong market for Barbie Coffee, and we are
confident in our ability to establish ourselves as a popular and successful coffee bar
in our target areas. Our market research shows that these are discerning customers
that gravitate towards better tasting coffee. Furthermore, a lot of college students
consider coffee bars to be a convenient studying or meeting location, where they
can read or meet with peers without the necessity to pay cover charges. For us, this
will provide a unique possibility for building a loyal client base.

VI. Target

We plan to grow as shown in the chart below, taken from our sales forecast.
We aim to maintain an industry-standard 60% gross profit margin and reasonable
operating expenses, and to produce reasonable profits in the second and third year.
Financial Highlights by Year