Business plan
AGGREGATE COFFEE
Orlando, FL
Contact Information Victor Scholz
victor@aggregatecoffee.com
407.353.5174
www.aggregatecoffee.com
1184 Alden Rd
Orlando, FL 32803
AGGREGATE COFFEE
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Table of Contents
Executive Summary .................................................................................................................... 1
Opportunity ......................................................................................................................... 1
Expectations ......................................................................................................................... 1
Opportunity ................................................................................................................................. 3
Problem & Solution............................................................................................................ 3
Target Market ...................................................................................................................... 4
Competition ......................................................................................................................... 4
Execution ....................................................................................................................................... 6
Marketing & Sales .............................................................................................................. 6
Operations ............................................................................................................................ 6
Milestones & Metrics ......................................................................................................... 7
Company ....................................................................................................................................... 8
Overview .............................................................................................................................. 8
Team ...................................................................................................................................... 8
Financial Plan .............................................................................................................................. 9
Forecast ................................................................................................................................. 9
Financing ............................................................................................................................ 11
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Appendix……………………………………………………………………………………….12
Budget for Year 1…………………………………………………………………………12
Budget for Year 2…………………………………………………………………………13
Budget for Year 3…………………………………………………………………………14
Bibliography……………………………………………………………………………...15
AGGREGATE COFFEE
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Executive Summary
Opportunity
Problem Summary
Aggregate Coffee is a social enterprise seeking to eradicate the vicious cycle of poverty in Laos,
Cambodia, and Vietnam.
Solution Summary
Aggregate Coffee is an ethically sourced and direct trade coffee shop and roastery whose
revenue goes towards unexploded ordinance removal in Indochina.
Market
Our target market will be upper middle class individuals who prefer specialty coffee and like to
give back to those in need.
Competition
There are other specialty coffee shops in Orlando but none have a social mission like ours. In the
surrounding areas, there is Lineage Coffee Roasters, Barnie’s Coffee and Tea Co, Foxtail Coffee
Co, and Vespr Coffee Bar. Our direct competition will be Lineage Coffee Roasters, this is based
off similar roast profiles and location.
Why Us?
Aggregate Coffee was founded by coffee professionals have fallen in love with the craft. We are
passionate about what we do, those we help, and the people we serve.
Expectations
Forecast
In year 1 we expect to make $409,300 in sales while maintaining consistent monthly 15%
revenue contributions to Mines Advisory Group. By year 3 we will have an estimated net
revenue of $210,449 and will begin making progress towards opening a second café. In year 4
one village will be bomb free. Our goal by year 5 is to have another direct trade relationship with
a coffee farm in Vietnam in an area that was once contaminated by unexploded ordinance and to
add a second roaster.
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Financial Highlights by Year
Financing Needed
Our year 1 start-up costs will be $663,250. Removing our contribution to Mines Advisory Group
that leaves $599,350. What Aggregate Coffee will be looking for is investment by those who
share our vision. We will be requesting an investment of $100,000 to cover the costs of our
equipment and machinery. This includes our roaster, espresso machine, and coffee brewers.
Aggregate Coffee will also do a Kickstarter campaign to fund the $10,000 in build out costs.
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Year 1 Year 2 Year 3
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Year 1-3 Financials
Revenue Expenses Net Revenue
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Opportunity
Problem & Solution
Problem Worth Solving
Aggregate Coffee was founded to end the cycle of poverty in Laos, Cambodia, and Vietnam
largely continued by unexploded ordnance left over from the Vietnam War. We saw a lack of
specialty coffee in Orlando and decided that it would be the perfect avenue for our product. The
few shops that are in Orlando are very far apart and we seek to close that location gap and
conveniently locate ourselves for our customers. Our surrounding communities want more
specialty grade coffee and Aggregate Coffee will provide that for them.
Our Solution
We will be the second coffee shop in Orlando to offer ethically sourced direct trade coffee to its
patrons. Beyond cornering a market in need, we will be the only social enterprise coffee shop in
central Florida. Every time a customer buys a cup of coffee they are saving lives in Laos,
Cambodia, and Vietnam. They become part of our social mission to end the cycle of poverty in
Indochina and make their land safe for generations to come.
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Target Market
Market Size & Segments
This is the 32803 zip code and the area highlighted in red will be where we are located. The
population in this area is roughly 412 with 196 households. The median household income is
$61,250 and the household types are roughly 50.5% family and 49.5% non-family with the
residents being in their 30’s. The area highlighted in green has a population of 439 with 232
households at a median household income of $119,444. What is interesting about this area is that
there are 62.5% non-family homes which could potentially mean more disposable income. The
areas highlighted with red circles have household incomes from $100,000 - $150,000 and are
mainly family households. The median resident age for all 3 circles areas is 50. Our total market
size is roughly 2045 individuals and 906 households. Our target market are coffee drinkers who
prefer a higher quality product and want to give back to those in need.
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Competition
Current Alternatives
The already established specialty coffee shops in the Orlando area are Lineage Coffee Roasters,
Foxtail Coffee Co, Barnie’s Coffee and Tea Co, and Vespr Coffee Bar. These shops roast their
own beans except for Vespr Coffee Bar. They are a wholesale account for different roasters in
Florida.
Our Advantages
People will opt for our product over others because of our social mission to remove unexploded
ordnance in Indochina and our special direct trade relationship with farmers all over the world.
The only other shop in Orlando that offers direct trade is Lineage, but our social mission will put
us ahead of the competition. At Aggregate Coffee, we pride ourselves on creating a warm
welcoming environment where there is no judgement towards customers. It is our goal to have
people leave happier than when they came in.
By buying from us customers will be making someone’s village bomb free. Children will be able
to go to school, roads will get paved, infrastructure will be built, and most importantly the cycle
of poverty will end. Every 4 years our contribution to Mines Advisory Group will remove all
unexploded ordnance from an area of 34 square kilometers. This means that every 4 years an
entire village will be bomb free.
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Execution
Marketing & Sales
Marketing Plan
Aggregate Coffee will rely on social media platforms for marketing and will utilize Instagram,
Facebook, and Twitter to reach our customers. On our website, we will also have an option for
people to opt in to weekly emails so that they can be alerted to limited coffee roasts, sales, and
new merchandise. Every month we will also hold giveaways on Instagram where users must
share our account to be entered. This will be an excellent way to gain a larger following.
Sales Plan
Aggregate Coffee will have multiple revenue streams to maximize profits. Our menu is simple
with espresso, macchiato, cortado, cappuccino, latte, americano, batch brew, pour over, cold
brew, and tea as options. There are enough options to satisfy most but not too many that
customers feel overwhelmed. We will also allow customers to fill their own travel mugs for the
same price as a to-go cup. Our retail shelves will include bagged coffee (blends and single
origin), brewing equipment that we use in house, shirts, hats, mugs, thermoses, and stickers. Our
merchandise will be clean and simple with just our logo and name displayed. We want
Aggregate Coffee to be part of people’s routine.
Our food options will be delivered 3 times a week from a local pastry shop. It will include 3
muffin options, a salted pretzel, a croissant, a cookie, banana bread, a breakfast egg sandwich
(meat and vegetarian), and avocado toast. We want to make sure that there sweet and savory
options for our customers.
Operations
Location & Facility
We will be located at 1184 Alden Road, Orlando, FL 32803. This is a 1,650 square foot building
that was once a hair salon. There is a parking lot in the back and a public parking lot across the
street. It is right by the main road of North Orange Ave, next to Lake Ivanhoe. This area is up
and coming. The only demoing we’ll have to do is to knock down a few walls to open the space,
add plumbing and electricals for behind the bar, and add ventilation in the back room for the
roaster.
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Technology
We will be using state of the art roasting software with the SF-25 San Franciscan Roaster. This
will allow for repeatable roasts that are highly customizable.
Equipment & Tools
Our café will have a 3 group Linea espresso machine by La Marzocco. We will also have a
ThermoPro 1-gallon dual coffee brewer and a 5-gallon hot water dispenser by Curtis. Our roaster
will be the SF-25 San Franciscan Roaster with a 25lb/12kg capacity. The San Franciscan can
roast 6-25 pounds of green coffee per batch with up to 4 roasts per hour. This will give us a
maximum roast capacity of 100lb per hour. It runs on natural gas or propane and is fitted with an
afterburner designed to comply with most stringent air quality control mandates. The afterburner
burns up and smoke and odor from the roasting process. The customer service for La Marzocco,
Curtis, and San Franciscan makes repairs and troubleshooting easy and doing business with them
allows us to operate at peak potential. Our POS system will be by Clover and is an app based
tablet that allows employees to clock in and out directly. In addition to the Homebase app being
on the tablet in the café, there is also a mobile app version for cell phones and computers.
Homebase makes scheduling easy for café managers.
Milestones & Metrics
Milestones
Our yearly milestone is a fifteen-percent-of-revenue contribution to Mines Advisory
Group.
• In our second year, we will add two new employees
• In our third year, we will add two new employees
• In our fourth year, we will have cleared all the bombs from one village and
opened a second café.
• In our fifth year, we will have set up another direct trade relationship with a
farmer in Vietnam who is now on new safe land and acquired a second roaster.
Key Metrics
Every month Aggregate Coffee will have an owners meeting where performance and future
plans are discussed. There will also be a café meeting once a month to discuss the company
revenues and expenses. This is where praise for excellent work is given in addition to where the
team needs work.
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Company
Overview
Aggregate Coffee is a general partnership between myself, our green coffee buyer and roaster,
and our wholesale production manager. All 3 of us will split the business evenly and will
contribute our money, labor, and skill to it. We chose to go into business with 3 because even if
one of us is out or unavailable, there will always be a business partner to interact with.
Team
Management Team
Our first-year team will consist of 8 individuals.
• The owner will be focusing on quality control and education within the café. I will create
the training manual and establish the standards in our shop. I will also assist with roasting
and back of house production.
• The second business partner will be our green coffee buyer and full time roaster. They
will establish our roast profiles and our offerings within the café.
• The third business partner will be our wholesale and production manager. They oversee
everything from coffee wholesale accounts to cold brew operations to ordering our coffee
bags and supplies.
• We will have a café manager who is the leader in our shop. They oversee scheduling,
ordering, and daily operations.
• We will have 2 full time baristas that will act as shift leads and assist the café manager in
coffee quality control.
• We will have 2 part-time bar backs whose main responsibilities will be register duties,
washing tables, and bussing dishes.
In year 2 we will add a part-time production employee to assist in bagging coffee and another
part-time bar back.
In year 3 we will add a part-time barista and another part-time bar back.
At Aggregate Coffee there is top to bottom transparency making the path of upward mobility a
clear one. We hope to foster an environment where coffee professionals stay long term.
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Financial Plan
Forecast
Key Assumptions
The revenue forecasts for Aggregate Coffee were based off personal café job experience and
research on similar coffee companies. Much of the revenue is also based on the demographic
research I did in the area. The largest expense in the first year is for equipment and machinery.
By the end of the fiscal third year, we will have hit our break-even point from our first year and
made a profit of 7,499.
Revenue Year 1-3
0
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Year 1 Year 1 Year 3
Revenue
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Expenses Year 1-3
560000
580000
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660000
680000
700000
720000
740000
Year 1 Year 2 Year 3
Expenses
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Net Profit and Loss by Year
Financing
Use of Funds
We will use investment on our equipment and machinery expense and crowdfunding for our
build out costs.
Sources of Funds
The three owners of Aggregate Coffee will be using personal finances and loans to start the
company. Aggregate Coffee will seek investment from friends, family, and interested parties.
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Year 1 Year 2 Year 3
Profit Year 1-3
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Appendix
Budget for Year 1
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Budget for Year 2
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Budget for Year 3
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Bibliography
“Donate to MAG.” MAG (Mines Advisory Group), www.maginternational.org/get-involved/donate/.
“Vietnam.” MAG | Where We Work > Vietnam, archive.maginternational.org/vietnam/.
Vietnam Investment Review - VIR. “The ‘Bomb Cutting Village’ in Quang Tri.” Vietnam Investment Review - VIR, 25 Mar. 2016,
www.vir.com.vn/the-bomb-cutting-village-in-quang-tri-40945.html.
“GuideStar Report MAG America INC.” GuideStar, 2016.
Person. “Decades after War, Vietnam Threatened by 800,000 Tons of Explosives - VnExpress International.” VnExpress International
– Latest News, Business, Travel and Analysis from Vietnam, VnExpress.net, 18 Apr. 2018,
e.vnexpress.net/news/news/decades-after-war-vietnam-threatened-by-800-000-tons-of-explosives-3731080.html.
“Asia.” Provinces, Major Cities, Towns & Urban Communes - Population Statistics, Maps, Charts, Weather and Web Information,
www.citypopulation.de/Vietnam.html.
LoopNet, www.loopnet.com/Listing/1184-Alden-Rd-Orlando-FL/11505909/#.