低碳咖啡馆投资报告 Low Carbon Investment in Cafe.docx

低碳咖啡馆投资报告 Low Carbon Investment in Cafe.docx

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低碳咖啡馆投资报告LowCarbonInvestmentinCafe

TableofContents

1.ExecutiveSummary2

1.1Businessopportunity3

1.2Productandservice3

1.3Marketingplan3

1.4Financialplan3

2.TheNatureofOurBusiness3

2.1BusinessOpportunity4

2.2Mission&Vision4

2.3Suppliers,Customers&Activities4

2.4Uniquerecourses&DeliveryChannels4

2.2Ownership5

2.3Start-upSummary5

2.4RevenueStream5

3.LegalAssessment6

4.ManagementTeam7

5.MarketingPlan8

5.1MarketSegmentation8

5.2SalesForecast8

5.3SalesPromotion8

6.Competition9

6.1SWOTAnalysis9

6.2RiskAssessment9

6.3RiskMitigation9

7.ImplementingPlan10

7.1SalesForecast10

7.2Milestones11

8.FinancialSummary11

8.1FundingSource11

8.2InvestmentRequirement12

8.3ProjectedReturn12

9.ExitStrategies12

References

1.ExecutiveSummary

1.1Businessopportunity

TheCaféGreenLtd.,ournewconceptcompany,islocatedinthecitycenterofEdinburgh,Scotland.CurrentlythereisnolowcarbonconceptcaféinEdinburgh,wewouldbethefirstoneofthistypewhichisourkeysellingpoint.PeopleinEdinburghhavehigherawarenessoflowcarbonandaremorewillingtochooselowcarboncaféifweprovidethesameorevenhigherqualitywhenthepriceissimilartocafé.

1.2Productandservice

Wesellcoffee,food,andsomeotherlowcarbonproducts,meanwhilepromotingalowcarbonlifestyleconcept.Oursalesexpectationsis100itemsperdayminimumandtheopeninghourisfrom7:

00AMto12:

00PM,aimingtomeettheneedofdiversecustomers.Thecaféhasasittingarrangementof36people.

1.3Marketingplan

Thecaféwillfocusonconductingeventstodrawhigherawarenessofglobalwarmingandtoprovideaplatformforsharingideas.Mainmarketingstrategiesinclude“Nymphkeep-itcup”,lowcarboninitiativeactivitiesandgreengardeninthecafé.Additionalpromotionwillbeachievedthroughholdingeventslikeplantingandcompetitivegames.NGOsandotherlowcarbonfocusedcompanieswouldbeourpartners.

1.4Financialplan

Wehaveconductedastartupcashflowanalysiswithcarefulconsiderationsofourstartupcosts,revenueprojections,energyefficientequipmentandlegalcostsaswellascarbonfootprintfromelectricityandsupplies.Theprojectedcashflowsareevaluatedbasedondifferentlifecyclesspanningfrom15yearsofrunningperiodto45years.Wealsoaddedpossibilityofexpansionofcaféin15years’timeassuminga£35000thresholdcumulativeprofitwithadditionalfundingexpectationsalsospanningfromathe15yearperiodto45yearswhereweseeamoresubstantialgrowthofbusinessprofitsbyincorporatingthreeadditionalcafés.Weconductedastochasticanalysisofpossiblerevenuefluctuationwhichcouldbeaffectedbyrandomhumanbehavior.Anykindofcommodityfluctuationonthesuppliesarehedgewithinsurancepoliciesandhaveafixedpriceduetolongtermcontractspurchaseagreements.FollowingSection8readerswillseeexpectedprofitabilityprojectionsonpossiblescenarios.

2.TheNatureofOurBusiness

2.1BusinessOpportunity

LocatedinthecitycenterofEdinburgh,thecapitalofScotland,CaféGreen,Ltd.hasgreatadvantagebecauselocalcommunitieshavehigherlow-carbonawareness.Meanwhile,ourlocationwillattractalargenumberofpotentialcustomerssuchasstudents,touristsandlocalcitizens.

2.2Mission&Vision

Mission–todeliverlowcarboncoffeeinacarbonneutralenvironmentatasatisfyingprice,greentheplanetonecupatatime.

Vision–wedesiretobetheleaderoflowcarboncaféfield.Ourlowcarbonconceptwillchangetheworldbyeverycupofcoffeeandeventuallyhaveacarbonoffsetfromtheatmospherebyincorporating“PlantyourCup”initiativeontheexpansionphase.TheideawouldentailpartneringwithTreeAppealCompanytoplanttreesperasetamountofcupspurchasedbyourloyalcustomers.

2.3Suppliers,Customers&Activities

OurkeysuppliersincludeorganiccoffeebeansfarmsinCostaRica,andourcoffeegroundswouldbecollectedbyBio-beanLtd.Weaimtoensurelow-carbonthroughoutourwholesupplychain.Ourkeyactivitiesareprovidinghigh-qualitycoffeeaswellaspromotingabrand-newlowcarbonconcept.Ourcustomersinvolveeveryonewhowanttoenjoycoffeeandpursuelow-carbonlifestyle.

2.4Uniquerecourses

Wepossessthreeuniquerecourseswhichgiveuscompetitiveadvantages:

ourdecorationisinavintagestyle,providingacomfortableenvironmentandhigh-qualityserviceatthesametime;ourproductsaremadefromorganicingredients;weuseenvironmental-friendlyequipmenttosavebothenergyandmoney.

2.5Pathwaystolowcarbonbusiness

2.5.1BuildingandInteriorDecoration

Thecaféisapproximately54

includingthemainshopandabeautifulbotanicgardenwithservingestimatedmaximum36customersatatime.Alldecorationsinthecaféwillexpressavintageandsimplelowcarbonway.Woodtablesandchairswillbesetwhileusingcosteffectiveredbrickswall,paintings,plantsandbookshelveswillalsobeinourdesign.

2.5.2EnergyConsumption

Wereduceenergyusebyinstallingthelatestelectricappliances.Employeeswillbetrainedtorunthecaféasefficientlyaspossible.Groundglasswindowsareinstalled,facilitatingnaturallightingindaytime;severalseatswillbeplacedinourgardentoreduceelectricityuse.

2.5.3Waste

Oneofourlong-termgoalistoprofitfromwasteandsendzerowastetolandfill:

recyclingcoffeegroundsaddsanothersourceofourrevenue.Toreducewaste,wewillusecoffeegroundsasorganicfertilizerforourgarden.Bio-BeanCompanywillalsocollectcoffeegroundsandrecyclethemintoadvancedbiofuels.

2.5.5Food

Thecaféiscommittedtoprovidingfantasticcoffee,teaandfoodusingthebestingredients.OurproductsareRainforestAlliancecertified,whichmeanstheymeethighenvironmentalstandards,andworkersareusingsustainablefarmingpractices.Wearewillingtoshareknowledgeandgetinvolvedtohelpfarmerstoensurethequalityoflowcarboningredients.

2.6Ownership

Wewillissuesharestoraisefundsfrominvestorsthroughequitycrowdfunding.OurpossibleequitystructureisshowedinChart2-1forStartupphaseanddebtequityratioinChart2-2.

Wewillissuedividendson5%asreturnfortheinvestors.

Assumingthebusinessisgoingtoexpandin15years’timetheprojectedstructureisshowedinChart2-3andourDebtequityRatioinChart2-4.Wewillissuedividendsat>4%asreturnfortheinvestorsagain.

2.7Start-upSummary

TheplanisoneCaféatthebeginning,whichwillrequire£47,004.54approximately.

2.4RevenueStream

Ourrevenuewouldcomefromthevariousselectionofitemsinourmenu:

Aswellasthecoffeegroundsrevenueat2.8poundsperkilogramforacoffeewebuy25poundsperkilogram.AmodellingofourrevenuestreamcanbefoundinSection8.

3.LegalStructure

3.1Framework

FirsttheframeworkoftheCafemustbeappropriatebuildbyformingaseparatelegalentity.Ourconclusionleadstotheformationofalimitedcompanywithlimitedliabilitysothatunderthepossibilityofanybankruptcywouldprotecttheinvestors.

3.2Taxation&VAT

UnderCompanyLaw1994wemustfollowthecountriesVATratesandregisterunderthecompanyforVATafterturnovergoesover68000limit.Weareobligatedtofileatleastoneannualreturn.IntermsofCorporatetaxthecaféisobligatedbyCorporationTax2010tofollowthesetrateinthecountrylocated,UK,of20%under300000poundsnetprofitbeforetaxand21%overit.TheCaféqualifiesforEnhancedcapitalallowance（ECA）taxreliefforenergyefficiencyequipmentthatwillallowtheinitialtaxationonenergyefficientequipmenttobereducedassumingyoucompileathoroughreportonallofthemlistedinthewebpagewhichwedid.

4.ManagementTeam

4.1MeetourTeam

Workforce:

After7daystrainingperiod

∙Anassistantmanageremployeethatwillprovideregulartableserviceinchargeofparttimeemployeesandfulltimewaiters.

∙Availablevacancieswillbefilledwithpart-timepersonnelwherejobrequirementswillincludebartending,serving,anddishwashingfunctions.FulltimebaristaswillberemuneratedwithminimumwageinUKof962.15andadequatelytrained.

Thecarbondisclosurereport,sustainableactivitiesdevelopmentandothercarbonconsultancyworkwillbehandledbythemanagementteam.

5.MarketingPlan

5.1MarketingTargets

ØDeliverlowcarbonconcepttothecustomerwhilesellingfinestproducts.

ØMakeapositiveimpactontheenvironmentatbothalocalandgloballevel.Annualcarbonemissiondisclosurereportwillpublished.

ØInspireanewtrendandexpandourbrand.

Targetswillbemonitoredandreviewedonyearlybasis.

5.2TargetMarkets

Students,staffandofficeworkersnearthelocationofthecafésurroundedbyuniversityfacilities,officebuilding,andcommercialretailshops.

5.3SalesPromotionandGreeninitiatives

Atpresent,worriesarisingfromenvironmentalproblemsandclimatechangeleadsademandoflowcarbonwayoflife.Beingawareoftheseconcern,ourmarketingstrategieswouldinclude:

ØDonationcampaign,devotingtolocalcommitteeordiseaseorganization

Ø“Eco-café”Campaign,extraenvironmentalchargeforeachdisposablecups,moneychargedgoestocharity

ØDiscountcampaignsandcouponsforpromotingtothenewcustomers

Ø“Buyacoffee”charity（SuspendedCoffee）:

Buyacoffeeforthehomelesspeople

ØFreeradioadvertisement（becausewearelowcarbon,flyersandbookletswouldnotbeapplied）

ØBringyourownmugorusingourlifetimeNymphKeep-itCups

ØAloyaltycardschemewithCarbonCoins

Ølowcarbonlabelsonourcof