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

1、低碳咖啡馆投资报告 Low Carbon Investment in CafeTable of Contents1. Executive Summary 21.1 Business opportunity 31.2 Product and service 31.3 Marketing plan 31.4 Financial plan 32. The Nature of Our Business 32.1 Business Opportunity 42.2 Mission & Vision 42.3 Suppliers, Customers & Activities 42.4 Unique re

2、courses & Delivery Channels 42.2 Ownership 52.3 Start-up Summary 52.4 Revenue Stream 53. Legal Assessment 64. Management Team 75. Marketing Plan 85.1 Market Segmentation 85.2 Sales Forecast 85.3 Sales Promotion 86. Competition 96.1 SWOT Analysis 96.2 Risk Assessment 96.3 Risk Mitigation 97. Implemen

3、ting Plan 107.1 Sales Forecast 107.2 Milestones 118. Financial Summary 118.1 Funding Source 118.2 Investment Requirement 128.3 Projected Return 129. Exit Strategies 12References1. Executive Summary 1.1 Business opportunity The Caf Green Ltd., our new concept company, is located in the city center of

4、 Edinburgh, Scotland. Currently there is no low carbon concept caf in Edinburgh, we would be the first one of this type which is our key selling point. People in Edinburgh have higher awareness of low carbon and are more willing to choose low carbon caf if we provide the same or even higher quality

5、when the price is similar to caf.1.2 Product and serviceWe sell coffee, food, and some other low carbon products, meanwhile promoting a low carbon lifestyle concept. Our sales expectations is 100 items per day minimum and the opening hour is from 7:00 AM to 12:00 PM, aiming to meet the need of diver

6、se customers. The caf has a sitting arrangement of 36 people.1.3 Marketing planThe caf will focus on conducting events to draw higher awareness of global warming and to provide a platform for sharing ideas. Main marketing strategies include “Nymph keep-it cup”, low carbon initiative activities and g

7、reen garden in the caf. Additional promotion will be achieved through holding events like planting and competitive games. NGOs and other low carbon focused companies would be our partners. 1.4 Financial planWe have conducted a startup cash flow analysis with careful considerations of our startup cos

8、ts, revenue projections, energy efficient equipment and legal costs as well as carbon footprint from electricity and supplies. The projected cash flows are evaluated based on different life cycles spanning from 15 years of running period to 45 years. We also added possibility of expansion of caf in

9、15 years time assuming a 35 000 threshold cumulative profit with additional funding expectations also spanning from a the 15 year period to 45 years where we see a more substantial growth of business profits by incorporating three additional cafs. We conducted a stochastic analysis of possible reven

10、ue fluctuation which could be affected by random human behavior. Any kind of commodity fluctuation on the supplies are hedge with insurance policies and have a fixed price due to long term contracts purchase agreements. Following Section 8 readers will see expected profitability projections on possi

11、ble scenarios.2. The Nature of Our Business2.1 Business OpportunityLocated in the city center of Edinburgh, the capital of Scotland, Caf Green, Ltd. has great advantage because local communities have higher low-carbon awareness. Meanwhile, our location will attract a large number of potential custom

12、ers such as students, tourists and local citizens. 2.2 Mission & VisionMission to deliver low carbon coffee in a carbon neutral environment at a satisfying price, green the planet one cup at a time.Vision we desire to be the leader of low carbon caf field. Our low carbon concept will change the worl

13、d by every cup of coffee and eventually have a carbon offset from the atmosphere by incorporating “Plant your Cup” initiative on the expansion phase. The idea would entail partnering with Tree Appeal Company to plant trees per a set amount of cups purchased by our loyal customers.2.3 Suppliers, Cust

14、omers & ActivitiesOur key suppliers include organic coffee beans farms in Costa Rica, and our coffee grounds would be collected by Bio-bean Ltd. We aim to ensure low-carbon throughout our whole supply chain. Our key activities are providing high-quality coffee as well as promoting a brand-new low ca

15、rbon concept. Our customers involve everyone who want to enjoy coffee and pursue low-carbon life style. 2.4 Unique recourses We possess three unique recourses which give us competitive advantages: our decoration is in a vintage style, providing a comfortable environment and high-quality service at t

16、he same time; our products are made from organic ingredients; we use environmental-friendly equipment to save both energy and money. 2.5 Pathways to low carbon business2.5.1 Building and Interior DecorationThe caf is approximately 54including the main shop and a beautiful botanic garden with serving

17、 estimated maximum 36 customers at a time. All decorations in the caf will express a vintage and simple low carbon way. Wood tables and chairs will be set while using cost effective red bricks wall, paintings, plants and book shelves will also be in our design.2.5.2 Energy ConsumptionWe reduce energ

18、y use by installing the latest electric appliances. Employees will be trained to run the caf as efficiently as possible. Ground glass windows are installed, facilitating natural lighting in daytime; several seats will be placed in our garden to reduce electricity use.2.5.3 WasteOne of our long-term

19、goal is to profit from waste and send zero waste to landfill: recycling coffee grounds adds another source of our revenue. To reduce waste, we will use coffee grounds as organic fertilizer for our garden. Bio-Bean Company will also collect coffee grounds and recycle them into advanced biofuels. 2.5.

20、5 FoodThe caf is committed to providing fantastic coffee, tea and food using the best ingredients. Our products are Rainforest Alliance certified, which means they meet high environmental standards, and workers are using sustainable farming practices. We are willing to share knowledge and get involv

21、ed to help farmers to ensure the quality of low carbon ingredients. 2.6 OwnershipWe will issue shares to raise funds from investors through equity crowd funding. Our possible equity structure is showed in Chart 2-1 for Start up phase and debt equity ratio in Chart 2-2.We will issue dividends on 5% a

22、s return for the investors.Assuming the business is going to expand in 15 years time the projected structure is showed in Chart 2-3 and our Debt equity Ratio in Chart 2-4. We will issue dividends at 4% as return for the investors again.2.7 Start-up SummaryThe plan is one Caf at the beginning, which

23、will require 47,004.54 approximately. 2.4 Revenue StreamOur revenue would come from the various selection of items in our menu:As well as the coffee grounds revenue at 2.8 pounds per kilogram for a coffee we buy 25 pounds per kilogram. A modelling of our revenue stream can be found in Section 8.3. L

24、egal Structure 3.1 FrameworkFirst the framework of the Cafe must be appropriate build by forming a separate legal entity. Our conclusion leads to the formation of a limited company with limited liability so that under the possibility of any bankruptcy would protect the investors. 3.2 Taxation & VATU

25、nder Company Law 1994 we must follow the countries VAT rates and register under the company for VAT after turnover goes over 68 000 limit. We are obligated to file at least one annual return. In terms of Corporate tax the caf is obligated by Corporation Tax 2010 to follow the set rate in the country

26、 located, UK, of 20% under 300 000 pounds net profit before tax and 21% over it. The Caf qualifies for Enhanced capital allowance (ECA) tax relief for energy efficiency equipment that will allow the initial taxation on energy efficient equipment to be reduced assuming you compile a thorough report o

27、n all of them listed in the webpage which we did. 4. Management Team4.1 Meet our TeamWorkforce: After 7 days training period An assistant manager employee that will provide regular table service in charge of part time employees and full time waiters. Available vacancies will be filled with part-time

28、 personnel where job requirements will include bartending, serving, and dishwashing functions. Full time baristas will be remunerated with minimum wage in UK of 962.15 and adequately trained. The carbon disclosure report, sustainable activities development and other carbon consultancy work will be h

29、andled by the management team.5. Marketing Plan5.1 Marketing Targets Deliver low carbon concept to the customer while selling finest products. Make a positive impact on the environment at both a local and global level. Annual carbon emission disclosure report will published. Inspire a new trend and

30、expand our brand.Targets will be monitored and reviewed on yearly basis. 5.2 Target Markets Students, staff and office workers near the location of the caf surrounded by university facilities, office building, and commercial retail shops. 5.3 Sales Promotion and Green initiativesAt present, worries

31、arising from environmental problems and climate change leads a demand of low carbon way of life. Being aware of these concern, our marketing strategies would include: Donation campaign, devoting to local committee or disease organization “Eco-caf” Campaign, extra environmental charge for each dispos

32、able cups, money charged goes to charity Discount campaigns and coupons for promoting to the new customers “Buy a coffee” charity (Suspended Coffee): Buy a coffee for the homeless people Free radio advertisement (because we are low carbon, flyers and booklets would not be applied) Bring your own mug or using our lifetime Nymph Keep-it Cups A loyalty card scheme with Carbon Coins low carbon labels on our cof