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Running Head: JAZZY CAFÉ

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Jazzy Café Business Plan:
Name:
Institution:

JAZZY CAFÉ

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EXECUTIVE SUMMARY

THE COMPANY
Jazzy Café is a company whose aim will be to produce and sell caffeinated beverages
along with other options. The company’s target market will be students and business employees
who need a lounge in a secluded place where they can access WIFI and enjoy their study time.
The company will be different from the rest because unlike most cafes, it will provide an
environment which is relaxing and mind stimulating for all its customers. The company will be
available and conducive for people of all age groups, genders, and races. Therefore, the cafe will
be diverse enough to expand and grow in future to compete globally among the top ranked
caffeinated beverage companies like Starbucks (Kennedy, 2006).
The idea for Jazzy Café was put forth by the main owner William Smith who then
convinced a close friend Mellisandra Adams to partner with him in the business in exchange for
a share of profits equivalent to the proportion of her contribution. The main sources of funds are
the partner William Smith and Mellisandra Adams who contributed $4,000 and $3,000 from
their savings respectively. The initial contribution was used in investment in capital assets.
Capital assets bought were production equipment and the computer hardware & software system,
which in total cost $7,150. This depleted the business’ existing cash and a further injection of
cash was needed. Rebecca Smith, William Smith’s wife, offered to lend the business $800 at 0%
interest rate if they paid back the money within 12 months after the 12 month period expires she
would charge them interest at the rate of 5% per month. The business accepted the offer and
plans to pay Rebecca her principal amount immediately the 12-month period expires to
maximize cash flows and minimize expenses. The business also took a $2,200 loan from the

JAZZY CAFÉ

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bank at an interest rate of 3% p.a. and principal repayment period of 12 months. The business
began with a bank balance of $2,850.

MANAGEMENT
The administration group at the organization contains the President, VP Marketing,
Controller, VP Operations, VP Human Resources, and Comptroller. President is the most
definitive individual who collaborates with the other administration heads and audits their yields.
After the VP of Marketing comes the Assistant Marketing Director and afterward the Graphic
Designer. Under the VP of Sales comes the Sales Representative. Under the VP of Operations
comes the Plant Manager and afterward the Technical Director; under the VP of Human
Resources comes the Training Director. Straightforwardly under the Controller come the
Purchasing Director and the Account, who manages all bookkeeping business of the organization
and reports to him. Lively Café Company has a solid resource base. The administration group is
accountable for administering a representative populace of around one thousand two hundred
workers (Kennedy, 2006).

PRODUCTS AND SERVICES
The café will begin operating in three different locations all around campus. Since the
pricing of each location differs from the other and drinks served are slightly different, the three
locations will be assumed to be the separate product lines. Product line one will be located in the
busiest locale operating from 5 a.m. to 10.00 p.m. with low-priced standard coffee drinks.
Product line two will be located closer to student housing targeting recreational meets and will

JAZZY CAFÉ

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serve drinks with a higher markup and stock varied drinks. Product line three will be located
close to campus and has features of both product line one and two. Product line one is expected
to have the highest number of sales while line two will have the lowest number of sales. Revenue
is expected to vary but with the median price and sales product line three is expected to have the
higher revenues. The café has no commission sales. The percentage of revenue going to cost of
goods sold varies for the different product lines with product line 2 having the highest C.O.Gs at
25% of revenue and product line 1 the lowest at 15% of revenue. The business will depend on
part-time workers whose pay will range from $. 12 to $9 with the barrister in charge being paid
the highest rate and is delegated some managerial roles. The overall manager is William Smith,
one of the owners, who will be remunerated for his time. The cafe used the professional services
of an accounting firm at the end of the year. The business also used the services of marketing
professional at predetermined intervals, for example, a marketing and PR firm were consulted
after every three months.

TARGET MARKET
Due to its location, the main target market of most of its products is the inhabitants of
Brooklyn. However, the company also targets the whole of New York state population and the
United States as a whole. New York State has over 19.7 million residents who represent 5% of
the total population in America. The products are targeted to meet the tastes of the differing type
of consumer despite their age. However, the product majorly targets the young people in schools
and colleges and also the general public. This population comes from all ethnics groups in the
United States. The target consumers include both male and female in the population. The
products will be differentiated and customized to meet varying needs of all the social classes in

JAZZY CAFÉ

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America. The beverages will also be packed in different sizes to meet different needs that are,
ready to consume and take home (Kennedy, 2006).
Since there is a lot of competition in the NAB market, we intend to rent the building
within which we will commence operations as a startup, before making a decision to purchase
our own building based on business performance. The renting costs per year may amount to
$120,000. Only the large and spacious buildings will be preferred due to the nature of our brand
and the buildings are to consider the place aspect, where they should be located near the
universities and other learning institutions to get to the target market.
Since it may be a bit difficult to get a spacious building to set up all our facilities for the
study café, production will begin on a small scale with an aim of establishing Jazzy Café in the
NAB market. Other facilities such as coffee makers, refrigerators, study tables and seats, cups,
among others will have to be purchased new to attract customers. This is also supported by the
fact that new equipment is less likely to get faulty and so the company will not have any
liabilities during its early stages (Slack, 2015). Production will be on a small scale for a start
before expanding production according to the number of customers being served in a day.
The café will also hire excellent personnel to keep it a clean and a conductive
environment for our customers. Employees will be trained on the value of customers and how
well to treat them so that they are retained. Since we are starting small, we seek to employ
enough employees that can handle all the duties and may employ more once the business grows
and expands in the near future. This will also ensure efficient labor force utilization that results
in cost optimization (Slack, 2015). We intend to be the most preferred and leading café in
Virginia before expanding into other States. Conclusively,...


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