Kế hoạch kinh doanh Một nhà phân phối độc quyền quốc gia
Kế hoạch kinh doanh nên minh họa chính xác những gì nó có nghĩa là phải
có hợp đồng phân phối độc quyền này. Lãnh thổ hoặc khu vực, bạn sẽ có
thể truy cập? Điều gì sẽ là trách nhiệm của bạn theo thỏa thuận các? Tùy
thuộc vào tình trạng của thỏa thuận này và khán giả cho kế hoạch của bạn,
bạn có thể muốn xem xét đưa ra một cái nhìn tổng quan rất cơ bản của bộ
sản phẩm và dịch vụ. Ngoài ra, các kế hoạch kinh doanh chi tiết các điều
kiện thị trường để người đọc biết những gì các cơ hội thị trường có thể là:
• Các khách hàng mục tiêu là ai?
• Thị trường có ổn định ?
• Những xu hướng này có thể ảnh hưởng đến doanh số bán hàng trong
ngắn hạn?
• Làm thế nào doanh nghiệp của bạn sẽ làm tốt hơn các nhà phân phối
cạnh tranh?
• Các đối thủ cạnh tranh chính trong vùng lãnh thổ này là ai?
Các kế hoạch kinh doanh cho một mối quan hệ nhà phân phối cũng nên
nói về tiếp thị và thực hiện chiến lược và lợi thế cạnh tranh của bạn. Đội
ngũ quản lý phải được lưu hồ sơ đầy đủ cùng với một nhân viên dự báo
cho thấy những người cần được thuê, khi nào, và những gì tỷ lệ. Đây là
một phần của một mô hình lớn hơn bao gồm cả doanh thu, dòng chảy tiền
mặt, và dự báo bảng cân đối kế toán, bao gồm ít nhất ba năm dự. Ngoài ra
các mô hình sẽ hiển thị các thỏa thuận công bằng giữa các công ty, nếu
thích hợp.
Coffee Distribution Business Plan
Plan Outline
• 1.0 Executive Summary
o Objectives
o Mission
o Keys to Success
• 2.0 Company Summary
• 3.0 Products

• 4.0 Market Analysis Summary
• 5.0 Sales and Marketing
• 6.0 Management Summary
• 7.0 Financial Plan
• Appendix
Executive Summary
The Coffee Warehouse is a new business providing high-quality, full service
distribution of coffee, specialty beverages and beverage-related supplies to
coffee houses and espresso stands throughout the Spokane and Northern
Idaho market.
The principal owners are Steve and Jennifer Smith, whose combined
experience brings office management, high levels of customer service, and
over 20 years in distribution and sales management. At this time we are
seeking additional equity capital to compliment our own investment and are
seeking to arrange a bank line for inventory and receivables financing. We
have firm commitments to distribute several high-quality new age beverage
products, and have verbal commitments from independent retailers
throughout the Spokane and Northern Idaho market to carry our product.
We plan to distribute our first products within 30-60 days of finalizing
financial arrangements.
Sales projections for The Coffee Warehouse are estimated to begin at
approximately $2,229,000 the first year, increasing to approximately
$2,558,000 in Year 2 and approximately $2,936,000 in Year 3. Our net
profit is projected at approximately $283,000 the first year, increasing to
$406,000 by the end of the third year of operation.
Distinguishing characteristics of our business will be the combination of
management experience, sales and distribution experience, high-quality,
innovative products and exceptional customer service. In particular, what
really sets up apart is that we are the ONLY full service distribution
company servicing the coffee and specialty beverage industry in the

Spokane/Northern Idaho market. In addition, The Coffee Warehouse has
an exclusive contract to distribute a new, groundbreaking product that
would enable us to gain immediate access to a majority of the potential
customer base.
1.1 Objectives
• To open and operate a successful coffee and new age beverage
distributorship in the Spokane/Northern Idaho market, employing
three to five employees the first year.
• To obtain a minimum of 100 regular customers in the Spokane/North
Idaho market the first year of operation.
• Achieve first year sales of $2,000,000.
• Maintain an average gross margin of 25 percent.
• To produce a net profit of at least $400,000 by the end of the third
year of operation.
1.2 Mission
The Coffee Warehouse intends to become a recognized distributor of
specialty beverages and beverage-related supplies and services to coffee
houses and espresso stands throughout Spokane and Northern Idaho.
The Coffee Warehouse plans to develop strong relationships with key
customers so we will be viewed as indispensable partners, rather than just
another supplier. We will work closely with each customer to recommend
product assortment unique for their retail base, appropriate stocking levels,
pricing and display assortments, as well as promotional ideas and material
to increase sales. The Coffee Warehouse will seek out and work with the
manufacturers we represent to deliver the most innovative and exciting
products possible to the customers we serve. We are not only selling
product, we are selling service.
1.3 Keys to Success
• Innovative quality products.
• Individualized customer service - providing our customers with what

they want, when and how they want it.
• Only full service distribution company in the Spokane/Northern Idaho
market.
• Fully integrated programs to help customers increase sales through
menu development, creative promotions, advertising, and custom
marketing material.
• Exclusive distribution rights to ground-breaking products not currently
available in our market.
• The combined experience of the principal owners bring upper office
management skills, high levels of customer service, and over 20
years in distribution and sales management.
Company Summary
The Coffee Warehouse, Inc. is a new S-corporation business located in
Spokane, Washington, and will be established based on the details of the
following plan.
2.1 Company Location & Facilities
The Coffee Warehouse will be located in the Spokane Valley within the
Spokane Industrial Business Park. This is a prime location to service both
the Spokane and Northern Idaho market. The facilities will include
approximately 5,000 square feet of warehouse space, with an additional
1,400 square feet built out for office/retail space. We are currently
negotiating lease terms on the several available properties, and plan to
have a lease signed by July 31.
2.2 Company Ownership
The Coffee Warehouse is a privately held S-Corporation owned in total by
its co-founders, Steve and Jennifer Smith.
UBI Number: XXX-XXX-XXX (removed to protect confidentiality)
2.3 Start-up Summary
Start-up expenses for the Coffee Warehouse total $16,450, and include
expenses such as legal, marketing, lease deposit, computer systems, etc.

Start-up assets include $9,800 in initial cash requirements, $18,750 in short
term assets (office furniture, refrigeration equipment), and $75,000 in
starting inventory. These start-up costs will be financed through
investments and small-business loans. The details of the start-up summary
are included in the following table.
Start-up Requirements
Start-up Expenses
Legal Business Formation $220
Business Plan $90
Warehouse Lease Deposit $2,800
Insurance (first month) $500
Utilities (first month) $350
Research & Development $1,200
Marketing $1,200
Advertising $250
Personnel $2,060
Business/Office Supplies $1,550
Computer Systems $3,080
Phone System $650
Communication Lines $300
Trade Show/Grand Opening $2,200
Total Start-up Expenses $16,450
Start-up Assets
Cash Required $9,800
Start-up Inventory $75,000
Other Current Assets $18,750
Long-term Assets $0
Total Assets $103,550
Total Requirements $120,000
Need real financials?

We recommend using LivePlan as the easiest way to create automatic
financials for your own business plan.
Create your own business plan »
Start-up Funding
Start-up Expenses to Fund $16,450
Start-up Assets to Fund $103,550
Total Funding Required $120,000
Assets
Non-cash Assets from Start-up $93,750
Cash Requirements from Start-up $9,800
Additional Cash Raised $0
Cash Balance on Starting Date $9,800
Total Assets $103,550
Liabilities and Capital
Liabilities
Current Borrowing $95,000
Long-term Liabilities $0
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $95,000
Capital
Planned Investment
Investor 1 $25,000
Other $0
Additional Investment Requirement $0
Total Planned Investment $25,000
Loss at Start-up (Start-up Expenses) ($16,450)
Total Capital $8,550
Total Capital and Liabilities $103,550
Total Funding $120,000

Products
The Coffee Warehouse will provide a first-class delivery service of quality
hot and cold beverage related supplies, including whole bean or ground
coffee, flavor syrups, jet teas, fruit smoothies, bubble teas, concentrated
milk, fresh baked goods and assorted paper supplies. Our services will
include invaluable trade resources, effective promotional programs,
custom-designed marketing material, informative monthly newsletters,
training and product demonstrations, as well as information on the latest
market trends in the coffee/specialty beverage industry.
3.1 Product & Service Description
PRODUCT DESCRIPTION
The Coffee Warehouse will carry a variety of quality products that will
enable us to provide full service delivery to espresso stands and coffee
houses. Our underlying philosophy in selecting products is to choose lines
that will bring consistent quality, competitive prices, and product satisfaction
to our customers. We have personally researched and sampled each of the
following products that we offer to ensure the quality we guarantee.
• Lowery's Gourmet Whole Bean and Wired Willey's White Coffee
• Assorted Gourmet Syrups & Coffee Toppings
• Chocolate, White Chocolate and Caramel Syrups/Sauces
• Oregon Chai Concentrate
• Jet Cafe and Jet Tea Fruit n' Tea Freeze
• Cappuccina line of product
• Big Train line of product
• Red Bull Energy Drinks
• Good Cow Concentrated Milk with Custom Dispensing Equipment
• Fresh Baked Goods
• Assortment of White, Pre-printed Paper, and Clear Beverage Cups
Systems - as well as an assortment of other paper supplies
At this time, the majority of these products are only available to customers

through wholesale vendors such as Cash and Carry retail outlets -
therefore it is the customer's responsibility to acquire these products by
their own means. The Coffee Warehouse will make these same products
available through our high quality, full service delivery - bringing these
products directly to their doorstep at a competitive price.
SERVICE DESCRIPTION
An important component of our business is not just our products, but our
service. In addition to our full service delivery, the following are other
important service elements that we will offer to our customers:
• Ideas to help our customers increase sales through menu
development, creative promotions, co-op advertising, and much
more.
• Custom designed marketing material such as printed banners,
promotional posters, punch cards, pre-purchased beverage cards,
reader boards, etc.
• Distribute a monthly newsletter featuring the latest coffee trends, new
industry equipment, breaking trade news, promotional ideas, new
creative recipes, and upcoming events.
• Samples of the latest product releases - with eye-catching point-of-
sale to advertise new items to the end consumer.
• Routine equipment maintenance and training.
3.2 Competitive Edge
KEY COMPETITIVE STRENGTHS
No other wholesaler in the market offers full service delivery with the variety
of product we feature. We are better positioned than our main competitors
to take advantage of the increasing demands of coffee and specialty
beverage supplies because we focus exclusively on high-quality distribution
and customer service. In addition to the variety of products we feature, The
Coffee Warehouse has exclusive distribution rights to Good Cow's
concentrated milk/dispensing system. This product is not currently available

in our market by any other suppliers.
KEY COMPETITIVE WEAKNESSES
Our primary weakness is that we are a new business competing largely
against established suppliers. To significantly build sales, we must not just
find new customers - we must take customers away from existing suppliers.
However by offering a superior selection of supplies, new groundbreaking
products to the market, and focusing on high-quality service and full service
delivery, we feel will can quickly establish accounts and build strong
relationships. Co-founder Jennifer Smith has had many discussions with
owners of coffee and espresso businesses that confirm this opinion.
3.3 Sales Literature
Sales literature to be distributed to both current and potential customers will
include brochures, fliers, newsletters, as well as other print media such as
print advertisements. Jennifer Smith is highly skilled in graphic design and
desktop publishing, and has quality design and printing equipment to
publish professional pieces at a low cost.
3.4 Sourcing
The Coffee Warehouse will purchase product directly from manufacturers,
as well as master distributors. Because this eliminates the broker or
"middle man," this allows us to operate on a 25-30% profit margin, while
providing our customers with competitive prices.
To further reduce costs, The Coffee Warehouse plans to share product
shipments out of California with distributors operating in Portland, Oregon
and Tri-Cities, Washington. Other product not being shipped directly to
Spokane will be purchased and picked up in Seattle, Washington. The
Coffee Warehouse plans to send a truck to Seattle on a bi-weekly basis to
pick up product, thus cutting costs by an average of 5%.
3.5 Technology
To streamline the efficiency of our distribution methods, The Coffee
Warehouse plans to use the latest in cutting edge technology - not only in

the warehouse - but also in the trade.
All of our drivers/sales representatives will be equiped with Thinque MSP
handhelds and software. Thinque MSP applications will reduce field
expenses, decrease day's sales outstanding, and increase worker
efficiency. Features can be used in or out of the warehouse and include
managing returns and collections; adjusting item price, profit or margin;
applying promotional items to an account; streamlining orders; tracking
inventory; reducing out-of-stocks; and providing sales history reports. All
information recorded in the handheld is available in real time to be viewed
by management in the office.
3.6 Future Products and Services
Within the first year of business, The Coffee Warehouse intends to open a
retail/wholesale store and high-quality showroom. Products will be
available for purchase by both our wholesale customers who may need
product between delivery days, as well as retail consumers interested in
purchasing product for their home use. We will also offer a showroom that
will feature equipment, supplies, trade resources, and information on
marketing services with examples of marketing and promotional material
available to customers.
With the addition of the product showroom, The Coffee Warehouse will
offer customers quarterly product and training demonstrations that will be
presented by trained beverage experts from the industry.
The Coffee Warehouse also plans to hold semi-annual trade shows for
current or potential customers. These trade shows will allow customers the
opportunity to sample products, talk to manufacturers, learn about new
industry trends, review marketing material, and network with other business
owners in their market.
Market Analysis Summary
Coffee is the second largest commodity market next to oil, and growth is
expected to continue at a strong pace for the foreseeable future. The

specialty beverage industry is growing at an equally strong pace, with sales
growth in some categories projected to grow at rates of 40% per year.
This growth offers excellent opportunities for new companies to enter this
market, and we are excited about the possibilities of what The Coffee
Warehouse can accomplish in the Spokane and Northern Idaho market.
4.1 Market Segmentation
The gourmet coffee and specialty beverage industry is divided into several
segments. Consumers who enjoy these products purchase drinks at
restaurants, coffee houses, sports venues, drive-thru espresso stands, and
even inside other retail establishments that might feature an independent
beverage stand.
As illustrated in the chart below, within the market surrounding Spokane,
Rathdrum, Post Falls and Coeur d'Alene, there are currently 250 drive-thru
espresso stands, 18 coffee/tea houses, 52 independent inner-retail
espresso stands, and approximately 10 stands in locations such as sports
venues, university campuses, and etc. These figures are not including the
number of restaurants, bars and cafes that also feature these beverages.
Need actual charts?
We recommend using LivePlan as the easiest way to create graphs for
your own business plan.
Create your own business plan »
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential
Customers
Growth CAGR
Drive-thru
Espresso
4% 250 259 268 277 287 3.51%
Inner-Retail

Espresso
4% 52 54 56 58 60 3.64%
Coffee/Tea
Houses
5% 18 19 20 21 22 5.14%
Other (sports
venues,
universities, etc)
5% 10 11 12 13 14 8.78%
Total 3.79% 330 343 356 369 383 3.79%
Need real financials?
We recommend using LivePlan as the easiest way to create automatic
financials for your own business plan.
Create your own business plan »
4.2 Target Market Segment Strategy
While the market is already sizeable, this industry continues to grow. New
espresso stands open their doors to the public on a monthly basis in our
market, and it isn't uncommon to see numerous espresso stands within a
one or two mile radius. The article below, published by a national coffee
retail magazine, discusses our market's unique drive-thru espresso
industry. The sales potential in this market is unlimited.
The Coffee Warehouse initially plans to target these drive-thru espresso
stands, as well as all inner-retail espresso stands within our designated
market. It is this segment that is most in need of the services we are
planning to offer. Essential needs include: quality products at competitive
prices, first class service, and strong sales support. It is most often these
small owner-operated businesses that are neglected by larger suppliers
and are forced to service themselves. It is also these smaller businesses
who could most greatly benefit from marketing services, sales support, and
full service product delivery. Providing the same high-quality service, within

the first six months of operation, The Coffee Warehouse plans to expand
our target into formal coffee houses and cafes, and as business grows and
stabilizes, eventually evaluate the needs of potential customers in the
restaurants and bar industry.
4.3 Market Growth
Coffee has been a growing industry for the past several years. In the
gourmet/specialty coffee industry alone, the figures show an impressive
rate of growth in the United States.
The new age beverage industry is growing at an equally strong pace.
Sales growth in the chai tea category alone is estimated to be 50%
historically, with projected growth rates of 40% per year. Energy drinks,
including brands such as Red Bull - and trends such as Jet Tea - are
driving the new age beverage growth, and have increased 50-fold in the
past three years.
Bubble Tea has been a rapidly growing market in Asia, though it is relatively
new to the United States. Introduced to trend setting marketings such as
San Francisco and Seattle, sales have been exploding - and the craze of
the "Tapioca Pearl" is expected to spread throughout America.
4.4 Industry Analysis
The coffee and specialty beverage industry is pulverized, with hundreds of
manufacturers, brokers, suppliers and retailers. Unlike the beer/soda
industry, with large companies such as Anheuser Busch, Pepsi and Coca
Cola controlling most of the market, the coffee and specialty beverage
industry does not have large national chains with market control.
In an open industry growing at such a strong rate, The Coffee Warehouse
is in position to capitalize on the customer's need for quality product,
exceptional service, and an effective partner to success.
4.5 Industry Participants
With the rate of growth in the gourmet coffee market, in addition to the
recent trends in Jet Teas and other specialty beverages, the industry is

comprised of many small participants, each focusing on only a few specific
items or brands at a time. As the markets evolve, we expect the industry to
consolidate with larger distributors representing more of a vast selection of
products in each market.
Currently in our segment of the industry, there are no large national chains
with market control. There are also few products that are offered with
exclusive rights to one market. While this is the case with many products,
The Coffee Warehouse is working with manufacturers to change that
practice, and not only represent a larger variety of product than others in
our industry, but also acquire exclusive rights to many of the products in our
portfolio.
4.6 Distribution Patterns
The following flow chart illustrates the overall industry surrounding the
distribution patterns of coffee and specialty beverages. (The Coffee
Warehouse falls into the level highlighted in yellow).
Several manufacturers are represented by master distributors and/or
brokers who in turn provide the product to direct distributors and other
wholesale suppliers. Other manufacturers allow distributors and suppliers
to purchase product direct - depending on the quantity of product being
purchased. Product is then distributed or sold through cash and carry
wholesale stores to retail businesses as illustrated below.
4.7 Competition & Buying Patterns
While there are a handful of coffee and specialty beverage suppliers
providing product in our market, there is still a great deal of room for new
business. Most importantly, there is room for new business that
understands the need for high-quality service and sales support - in
addition to product at competitive prices.
In this industry, customers choose their suppliers based on available
product, price, and service - though most often, it is the service that suffers
most. While one supplier may offer the product at the right price, they do

not provide the level of service that the customer demands. The next
supplier may offer the right level of service, though their prices are too high.
This results with the customer purchasing most of their supplies through a
cash and carry style wholesale store - leaving the customer with no service
or support.
By positioning ourselves in the market with in-demand, quality product at
competitive prices, with a consistent high level of customer service - we are
confident that we will see customers and their business continue to
increase.
Sales and Marketing
The unique aspects of our business include individual product selection,
quality assurance, and high-quality full service distribution. Our strategy is
to focus 100% of our efforts on the market for espresso supplies in the
Spokane and Northern Idaho area. By focusing all of our effort and energy
on this particular area, we expect to quickly develop and maintain a
leadership position. The Coffee Warehouse's key personnel will stay in
contact with our customers, and will be able to respond to changes in this
market much faster than our competitors.
The Coffee Warehouse will offer the best, most highly personalized service
in the marketplace. Being a small, owner-operated company, we intend to
use this to our advantage to be absolutely certain that every one of our
customers receive excellent service. We will go out of our way to make
sure that our customers know that they truly matter to us. Sales reps and
in-house personnel who deal with customers will be carefully trained and
given wide latitude for insuring that customers are always satisfied.
5.1 Marketing Strategy
Our basic marketing strategy is to work with customers on a one-to-one
basis to ensure their supply needs are being met and help develop unique
marketing programs for each of them. We intend to prioritize customer
service and make it a key component of our marketing programs. We

believe that providing our customers with what they want, when and how
they want it, is the key to repeat business and positive word-of-mouth
advertising. Because we want to develop close working relationships with
our customers, we want to establish accounts in as personable a way as
possible. It is for this reason that we will overwhelmingly emphasize in-
person sales calls to build accounts.
We will closely integrate all of our marketing and sales efforts to project a
consistent image of our company and a consistent positioning of our
products and services. We will build this image around our name "The
Coffee Warehouse, Inc." and emphasize to customers the high-quality
service that is behind this name.
To support our marketing initiatives and product knowledge, we will attend
as many area conventions and trade shows as possible to ensure we are
offering the most up-to-date market trend information.
5.2 Promotion Strategy
Relationships are the key to success in the distribution business. Personal
selling will remain our most important means of promotion. Both Steve and
Jennifer Smith will lead this effort - Steve, with his skill and experience in
sales and distribution, and Jennifer in customer service and relations. In
addition to personal selling, The Coffee Warehouse has identified several
other means of advertising and publicity.
The Coffee Warehouse will send news releases to local media and press,
as well as trade magazines to try to get product and company feature
coverage in front of the eyes of our customers - as well as the end
consumer. We will also produce a few generic press releases about the
products we are distributing for our customers to use toward publicity
coverage for their businesses in local publications such as the Spokesman,
The Inlander and Local Planet.
Third, we shall have a monthly newsletter for current of potential
customers. This newsletter will highlight new and current trends in the

industry, upcoming conventions and trade shows, offer promotions and
special deals, as well as provide new recipes, fun tips and other information
that can be used in their business. We will also highlight not just our
products, but also display ideas and success stories of other business in
the industry. As a more straight forward advertising effort, The Coffee
Warehouse will feature an advertisement in the Yellow Pages, frequent ads
in the Spokesman Review, the Inlander, and the Local Planet, as well as
participation in networking, local trade shows, and personal word-of-mouth
advertising.
5.3 Distribution Strategy
To begin, The Coffee Warehouse will operate two delivery trucks with a
third vehicle for special deliveries between scheduled delivery days.
Deliveries will be made Monday through Friday, and will be strategically
routed to minimize travel time and fuel costs - while maximizing
production. On average, we will service 20-30 accounts per day, with
deliveries to each account twice a week. As the number of accounts
increase, the need for additional delivery trucks will continue to be
evaluated. With each additional delivery truck, routes will be restructured to
maintain maximum efficiency.
5.4 Sales Strategy
Distribution sales are dependent on repeat business, therefore the sales
strategy for The Coffee Warehouse is based on personal, consistent sales
contact, with a high emphasis on customer service and relations. Because
we are a new distributor, we understand that we will have to prove our
worth to our customers in order to earn their respect and business. Both of
the owners, Steve and Jennifer, will make personal calls on potential
customers to review our product line and services, give general information
on our company, and discuss how we feel we can help them succeed in
their business.
The Coffee Warehouse will begin operations with two full-time

delivery/sales representatives, who will be responsible for providing full
service and delivery to current customers, but also make sales calls for
potential new business. This delivery/sales representatives will receive a
base salary, with commission on qualified sales, as well as bonuses for
new acquired business. Customers will be scheduled for a pre-arranged
delivery day once or twice a week, depending on the quantity and timeline
of product needed. Product orders can be placed in a number of ways to
help facilitate the process:
• Phoned Orders: Customers can easily phone orders into our office,
up until 2:30 p.m. of the afternoon prior to their scheduled delivery
day.
• Faxed Orders: Customers can fax in a completed product order
sheet, with the same deadline as phoned orders.
• Tel-Sell: Customers may choose to have a representative from the
office call them the day prior to their scheduled delivery to check
product quantities and assist them in placing their order.
We understand the hectic schedule of a small business, so if a customer
fails to call or fax their weekly order, they will receive a courtesy call from
our office to verify that an order is not needed.
5.5 Sales Forecast
As indicated in the table, our sales are forecasted to increase rapidly, with
an annual growth rate of approximately 30%.
Need actual charts?
We recommend using LivePlan as the easiest way to create graphs for
your own business plan.
Create your own business plan »
Need actual charts?
We recommend using LivePlan as the easiest way to create graphs for
your own business plan.
Create your own business plan »

Sales Forecast
Year 1 Year 2 Year 3
Sales
Espresso Syrups $415,362 $477,666 $549,316
Chocolate & Caramel Sauces$275,852 $311,713 $352,235
Specialty Beverage Mixes $176,660 $203,158 $233,632
Energy Drinks $44,372 $51,028 $58,683
Concentrated Milk $113,816 $130,889 $150,523
Paper Supplies $1,185,285 $1,363,078 $1,567,540
Marketing $18,305 $21,051 $24,208
Total Sales $2,229,652 $2,558,584 $2,936,137
Direct Cost of Sales Year 1 Year 2 Year 3
Espresso Syrups $345,347 $397,149 $456,722
Chocolate & Caramel Sauces$244,798 $276,622 $312,583
Specialty Beverage Mixes $134,440 $154,606 $177,797
Energy Drinks $36,542 $42,023 $48,327
Concentrated Milk $97,919 $112,607 $129,498
Paper Supplies $888,964 $1,022,308 $1,175,655
Marketing $6,540 $7,521 $8,649
Subtotal Direct Cost of Sales $1,754,550 $2,012,837 $2,309,230
Need real financials?
We recommend using LivePlan as the easiest way to create automatic
financials for your own business plan.
Create your own business plan »
5.6 Milestones
The following table and chart are the important milestones for The Coffee
Warehouse.
Need actual charts?
We recommend using LivePlan as the easiest way to create graphs for
your own business plan.

Create your own business plan »
Milestones
Milestone
Start
Date
End Date Budget
Manage
r
Departmen
t
Market/Trade Research
3/15/200
3
5/15/200
3
$150
SDS /
JLS
Marketing
Logo Design/Marketing 4/15/200 5/15/200 $1,300 JLS Marketing
3 3
Complete Business Plan
4/15/200
3
5/30/200
3
$90 JLS Marketing
Product/Pricing Comparison
4/15/200
3

5/15/200
3
$150
SDS /
JLS
Marketing
Finalize Potential Client List 5/1/2003
5/15/200
3
$0 JLS Marketing
Licensing/Incorporation
5/15/200
3
6/15/200
3
$200 JLS Marketing
Secure Product Line
5/15/200
3
6/15/200
3
$0 JLS Marketing
Research/Secure Financing
5/15/200
3
7/15/200
3
$0
SDS /
JLS

Marketing
Warehouse
Selection/Buildout
5/15/200
3
6/15/200
3
$0
SDS /
JLS
Marketing
Leasehold Improvements 7/1/2003 8/1/2003 $5,000
SDS /
JLS
Web
Delivery Vehicle Selection 6/1/2003
6/15/200
3
$0 SDS Web
Develop Routing
6/15/200
3
7/15/200
3
$100 SDS
Departmen
t
Hire Delivery/Sales
Personnel
7/1/2003

7/15/200
3
$100 SDS
Departmen
t
Office
Equipment/Computer/Suppli
es
7/1/2003 8/1/2003 $5,000 JLS
Departmen
t
Order Beginning Inventory
7/10/200
3
7/20/200
3
$20,00
0
SDS /
JLS
Departmen
t
Press Releases/Advertising 7/1/2003 8/1/2003 $250 JLS
Departmen
t
Organize Grand Opening
Trade Show
8/1/2003
8/10/200
3

$3,000 JLS
Departmen
t
Totals
$35,34
0
Management Summary
The Coffee Warehouse will be owned and operated by its founders, initially
working with a small employee base that will cover sales and delivery.
Management and personnel plans are covered in more detail in the topics
to follow.
6.1 Organizational Structure
The Coffee Warehouse will be managed by the two founding partners,
whose individual areas of expertise cover many of the functional aspects of
the business.
The organizational structure is very simple. Steve Smith will be responsible
for the routing, distribution management and delivery systems. Jennifer
Smith will be responsible for customer service, accounting, shipping and
the general administration of the business. Together they will be
responsible for product selection and sales and marketing.
The support staff at the office and warehouse, as well as the delivery
personnel will report to Jennifer. Because Steve will be spending a majority
of his time in the trade, Jennifer will be able to support any day-to-day
needs that the personnel may have. However even when Steve is out of
the office, he will be in constant contact via computer or phone.
The goal of The Coffee Warehouse is to have a team of committed
associates who empower each other so that the customer's expectations
can be exceeded. Our goal is to offer career opportunities, advancement
opportunities and a level of income and benefits that is competitive within
the region and job classification. It is our long-term goal to be the

preferred employer within our niche of the beverage distribution industry.
6.2 Management Team
Steven D. Smith
Steve has a long history of experience in sales and distribution
management, specifically in the beverage industry. As the sales and
distribution manager for the largest beverage distributorship in the state, he
currently manages ten sales representatives and twenty four
merchandisers. During this time as sales manager, he has helped increase
market share from 25 to 40%.
Over the last twenty years, Steve has successfully built and maintained
rapport with buyers in the city's largest key accounts, and has strategically
routed sales, merchandising and truck routes throughout the city.
Steve has many industry contacts and an in-depth knowledge of the
market.
Jennifer L. Smith
Jennifer recently operated as general manager for a local business and
directed a staff of thirteen, overseeing the accounting practices, human
resource issues, and day-to-day operations of the company. Prior to this
position, Jennifer has held a variety of other inside business management
and operations positions.
Jennifer's strengths and skills include strong management, excellent public
relations, high levels of organization, extensive computer knowledge -
including desktop publishing and graphic layout - and extensive
presentation and reporting skills.
6.3 Personnel Plan
PERSONNEL – GENERAL
Initially we expect to be able to handle business needs with Steve and
Jennifer, one administrative assistant, and two product delivery/sales
personnel. As business continues to grow, we intend to hire additional
employees one at a time and pay premium, over market labor rates to

attract and retain quality help.
Not only will we train our employees to deliver excellent service, we will
give them the flexibility to respond creatively to client requests. In addition,
we will continually monitor our clients' level of satisfaction with our service
through surveys and other convenient feedback opportunities.
To ensure our personnel are meeting our expectations, we will hold a
minimum of quarterly meetings with all employees so that results can be
reviewed and future plans can be discussed. At least twice a year, a
refresher course will be required on product knowledge and how to exceed
our customer's expectations.
SALES AND DELIVERY
In order to deliver high quality, personalized service we will carefully select
all employees - with extra attention given to sales reps and delivery
personnel who will deal directly with customers. We will carefully review
references not just from past employers or manufacturers, but also from
retailers whom these sales reps have served. We will also make sure that
each employee understands our way of delivering quality service to each
customer. We will have immediate back-up support available by phone
from our office for more difficult service issues. We will also give employees
enough latitude so that they can respond immediately to almost any
customer request or complaint - which in this industry usually means
granting immediate credit for damaged merchandise, and adding additional
merchandise to an order.
Personnel Plan
Year 1 Year 2 Year 3
Jennifer Smith $30,000 $35,000 $40,000
Sales/Delivery (Salary) $20,400 $21,500 $22,500
Sales/Delivery (Commission) $4,237 $4,500 $4,500
Delivery/Warehouse Personnel $20,400 $21,500 $22,500
Administration $18,720 $19,500 $21,000

Total People 4 4 4
Total Payroll $93,757 $102,000 $110,500
Financial Plan
The Coffee Warehouse projects the gross margin to be at approximately
20-25 percent. Sales projections for FY2004 are at $2,229,652 increasing
to $2,558,584 in FY2005 and $2,936,137 in FY2006. Cash-flow analysis,