As to your final paper, much more detail, of course, is required. For example, is the partnership a general partnership or a limited one? Where will the business be located? How much start up capital do you have? Monthly expenses? Anticipated monthly income for the first year? Salaries? Rent and other expenses? Advertising costs? Heath and other permits and/or licenses? Start up costs? How will you distinguish your business from the competition? Management? Attach copies of (make-up) leases, and other exhibits. Use charts or other diagrams to illustrate growth or revenue.
Bashar Mattar Aromatic Coffee 1.0 Introduction
1.1 Company Name
The name of the company is ?Aromatic Coffee? 1.2 Company History
The Aromatic Coffee is a partnership business located in Midtown Manhattan, New
York. With New York City being most densely-populated county in U.S it offers a great
market for our specialty coffee products. Aromatic coffee is owned by Patrick and
Collins. We started this business 5 years ago immediately after completing our college
studies. Our mission is to provide great value to our esteemed customers, through quality
products and services that exceed our customer?s expectations. 1.3 Product(s) and/or Service(s)
The Aromatic Coffee makes and sells the following Drip-brewed, percolated, French
press, flavored, Espresso with milk, Turkish coffee, Cold brew, vacuum coffee, combinations,
Coffee with milk, Espresso and variations, iced coffee, coffee with alcohol, Coffee or
espresso with whipped cream and others.
We also offer a variety of snacks such as banana breads and muffins.
At Aromatic Coffee we emphasis on high quality products and great service to our
customers. 1.4 Number of Employees
The Aromatic coffee operates three shifts of 8 hours each, from 6.A.M to 2.pm then
2.pm -10.pm and 10pm to 6 pm. We have 40 permanent employees who are
managed by Patrick and Collins. We have 15 employees who during the 6.am to 2.pm
and another 15 during who works during 2.pm to 10.pm. During the late night shift
from 10.pm we operate with 10 employees as demand is not as high as during other
shifts. We pay our employees depending on their experience and training. 1.5 Management Philosophy
Management is both an art and a science. As a science management requires
quantitative analysis in planning and controlling functions such as budgeting,
performance measurement and cost control.
Management is an art in that, such functions as leading and organizing requires
qualitative attributes. 2.0 Planning
2.1 SWOT Analysis (a) Strengths Unrivaled coffee quality and great customer service.
Highly trained and motivated employees.
Wide variety of flavors offered 24 hours a day. (b) Weaknesses Lack of enough capital to finance business expansion
Limited sitting space especially during peak hours.
Difficulties in obtaining capital. (c) Opportunities Possibly opening another Aromatic Coffee in Manhattan.
Start supplying our specialty aromatic branded Coffee beans.
Offering more variety of coffee. (d) Threats Competition
Fluctuation of coffee beans prices
High operating costs especially rent 2.2 Three Greatest Challenges
The three greatest challenges we face and how we will overcome them are as
1. Constant supply of high quality coffee beans- we ensure that we got constant
supply of beans and maintaining long-term contracts with our suppliers who
understands our needs of highest quality beans.
2. Skyrocketing rent charges ? as with all properties within Manhattan rents are
very high but we overcome this by charging our customers a little bit higher so
that we can break even.
3. Limited space to let-we have limited sitting space in the peak hours as we got
many customers. We have trained our employees to respond fast our customers
to reduce the waiting time as we also look for more space to open another shop. 2.3 Long-Term Strategic Goals
Our Long-Term Strategic Goals are as follows:
1) Revenue Growth ? We want to increase sales revenues by a minimum of 15% per
year for the next three to five years.
2) Expansion to other cities ? We would like to all major cities in addition to another
shop in New York within five years.
3)Start supplying our own branded Coffee beans? We want to supplying Aromatic coffee beans to supermarkets and other shops within three to five years. 3.0 Organizing
3.1 Company Organization
The Aromatic Coffee being a small business is organized in a simple organizational
structure. Patrick and Collins serve as the managers of the coffee shop assisted by
Nick who acts the night shift manager and the employees are all supervised by
Patrick, Collins or John. 3.2 Explanation of Corporate Organization Form
The strength of a simple organizational structure is that there is clear understanding
between the management and employees as it offers unity and direction of
command. The final decision are made by management after consultation with all
the stakeholders and then communicated down to the employees. Employees
understand the authority of management and their role in implementing the
decisions as communicated to them. 4.0 Leading
4.1 Leadership Style
Patrick and Collins have a democratic leadership style where everyone participation
is highly valued. For example, every month we hold meetings to discuss area that
needs improvements be it on management sides or employees, we also discuss
employee concerns, customers complaints, our goals and our progress. We highly
value our employees and we believe that their contribution and participation in
some of management decision is of great importance to the success of our business.
We also maintain an open door policy whereby if any employee has a concern can
always come and discuss it with us.
As the managers of Aromatic Coffee Patrick and Collins occasionally engages our
customers in discussions about our products and services to get their views on how
we can improve their experience. We also have a suggestions box and email where
our Customers can always send their suggestions, concerns, compliments and
complaints. 4.2 Source of Power
Patrick and Collins source of power is socialized. They help associates to increase
their learning by providing ongoing training during monthly team meetings they
also offer continuous training to their employees to ensure they are up to date with
the latest trends in coffee roasting. They believe communication is key to the
business success therefore they communicate clearly to their employees about any
decision they have made and how they expect the decision to be implemented and also seek feedback from the employees on what they think about those decisions.
They also keep in touch with the employees through the monthly meetings where
they discuss anything. 4.3 Motivation
Patrick and Collins are both motivated by success in achieving their goals and
mission. Their greatest satisfaction is having a happy satisfied customer and a
contented employee. Great customer experience is their motivation. 4.4 Reward Programs
In aromatic Coffee we have several reward programs which includes; recognizing
our employee of the month based on performance in our monthly meetings and
award with gift vouchers.
We also appraise our employees on performance and their loyalty.
Every year with award our employees with paid vacation on a variety of
We offer scholarship to our employee?s children who perform well in their studies. 4.5 Ethics
Ethics are important to Aromatic Coffee as that is what every member is expected to
behave. Every new employee must be inducted to our code of ethics so that they can
understand how they are expected to behave. In Aromatic Coffee we expect our
employees to be Respectful, self-driven, honest and trustworthy. 5.0 Controlling
5.1 Reason for Controls
We use control to measure our performance and compare it to our set standards,
this important as it indicates our current position in relation to where we want to
We set targets and goals and use control to measure achievement of these targets
and goals. We use budgets to plan in advance and ensure that product costs are
maintained at an acceptable level. We carry out variance analyses to establish any
deviation from the planned budget and the cause of the variance. After establishing
the cause the necessary action is taken to correct the deviation.
We use budgets to ensure that our product costs are maintained at an acceptable
level. We train our employees to ensure that product portions are consistent and
product costs are controlled. Strategic control is needed to ensure a plan is in place,
is implemented, and corrective action is taken when needed. We also need to
manage employees? pay and scheduled work hours to maintain staff coverage
needed to optimize sales by providing quality service. Mary and John Smith, the
owners/managers have tactical control and handle the daily operations of the
business. 5.2 Practices that will be Controlled
Patrick and Collins, as the owners and managers of the Aromatic Coffee, control the
daily operations of the business. They use budgets to plan in advance and ensure
that product costs are maintained at an acceptable level. They carry out variance
analyses to establish any deviation from the planned budget and the cause of the
variance. After establishing the cause the necessary action is taken to correct the
They train the employees to ensure that product portions are consistent and product
costs are controlled. They also manage employees? pay and scheduled work hours to
maintain staff coverage needed to optimize sales and provide quality service to our
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