Opening a Coffee Shop

Introduction
 The business intended to start is opening a
coffee shop in Sultanate of Oman.
 The proposed investment to start this

business is OMR 170,000 start-up funds with

expected revenue of OMR 584,000
Objectives
 The objective to open a coffee shop is :
1. Become the best local coffee shop
2. Turn in more profit in first month
3. Maintain gross margin of 65%
Market Overview
 Muscat has a stable market condition which
shows impressive opportunity for opening
and starting a new business
 Omani’s love the coffee flavour and this

offers impressive opportunity to start a coffee

shop
Environmental Analysis
 Political- Oman is politically stable and government
supports opening new business.
 Economic- Oil and gas dependency makes economically
favourable condition to start such business
 Social-Society in Oman craves for coffee and people love
experimenting with new flavour
 Technology-The use of IT such as CRM helps to build
strong connection with customers.
 Environmental- All products used are eco friendly in
coffee business
 Legal- Permission is granted from Ministry of Chamber
of Commerce to start business in Oman.
Owners and Legal Identity
 The business is opened in partnership
 The resources as well as profit and loss will

be shared by partners
Opportunity Analysis (SWOT Analysis)
 A) Strength-
 The coffee shop has different flavours and it

is of unique flavour and taste

 The location is major strength
 Distinctive ambience
 The coffee also has dessert options like

doughnuts, cakes, muffins etc.

 B) Weakness
 The location should be made affordable and

accessible
 The coffee shop size is small
 Problem in premium blends
 Opportunity
 International expansion
 Achieve short-term goals and long-term

goals
 Anticipate logistical needs
 Physical growth to open in different location
 Introduce new international standard coffee

cups and mugs

 Provide experience of Starbucks and Tim

Horton
 Threats
 Competitors like Starbucks and Tim Horton’s
 Limited menu
 Competitors have diverse variety of coffee
 Financial and social trend have impact on

coffee and endangers business

The Business Concept
 The concept of this business is to start a
coffee shop in Oman which provides unique
flavours and taste
 The coffee shop will also provide sipping

coffee outside option for customers

Marketing Plan
 The target market will be from all age group
in Oman especially youth that loves coffee
and related products
Marketing Mix
 A) Product- Different coffee like latte,
cappuccino, Frappuccino, Mousse, Mocha etc.
There will be other products also served with
coffee like cakes, muffins, sandwiches,
doughnuts etc.
 B) Pricing- Premium pricing is followed which
starts small cup from OMR 1
 C) Place- Location will be Shatti Al Qurum
 D) Promotion- Social media, newspaper and TV
will be the main source of promotion of new
coffee shop
Management Plan
 The coffee shop will recruit staff that are
available easily so that it will be easy for
company to prepare compensation plans.
 Recruitment and Selection-
 The online recruitment and selection

procedure will be used to select staff by the

coffee shop
Compensation Plan
 The salary for senior staff will be more than
OMR 600
 The staff will be paid OMR 150 each such as

bar tenders
 Staff will be paid bonus in case they work

extra hours as reward

Training
 The selected staff by online recruitment will
be trained by the management. This includes
exclusive training programs and live
interaction with chefs of famous restaurants.
Operation Plan
 The new coffee shop business will be
monitored by supervisors and managers.
 They will be responsible to provide the best

service and ensure quality coffee is being

served to the customers
Financial Plan
 The expected financial plan to start coffee
shop is to ensure that there is 65% gross
margin combined with reasonable operating
expenses.
References
 Çaksu, A., 2007. Janissary coffee houses in late eighteenth-
century Istanbul. Ottoman Tulips, Ottoman Coffee: Leisure and
Lifestyle in the Eighteenth Century, pp.117-32.
 Lee, H.S. and Yeu, M.S., 2010. Factors influencing the intention
to redeem coffee shop coupons in Korea. International Journal
of Business and Management, 5(7), p.92.
 Nielsen, L., 2002, June. From user to character: an investigation
into user-descriptions in scenarios. In Proceedings of the 4th
conference on Designing interactive systems: processes,
practices, methods, and techniques (pp. 99-104). ACM.
 Scott, J.E., 2003. Coffee shop meets casino: Cultural responses
to casino tourism in Northern Cyprus. Journal of Sustainable
Tourism, 11(2-3), pp.266-279.