The concept

The specialty-coffee business is growing at a healthy pace. In addition,

no coffeehouse chains have failed during this time, although the list of
casualties in other industries is quite long.
Starbucks, The Coffee Bean, Trung Nguyen, High Land's and other major
chains serve average quality drinks in establishments that have the same
generic design appearance. Indeed, The brands above are often referred to
as "fast food" coffeehouses due to their "cookie cutter" design. Now that
Vietnamese' coffee preferences have broadened and matured, many are
asking for more from their coffeehouse.
A niche exists that has yet to be filled for authentic Vietnamese coffee in
a high-volume, upscale, quality-driven coffeehouse with a warm, inviting
atmosphere. Caf RuNam meets this need and fills this niche. We offer highquality Vietnamese products in an upscale environment. Furthermore, our
high-profile location in Mac Thi Buoi provides a mixed customer base that will
maintain high levels of business in every season, at all times of the day, every
day of the week.
VISION: bring the best Vietnamese coffee to the world
MISSION: become the best coffee using Vietnamese coffee bean as a core
through high end distribution and RuNam stores.
CORE VALUE: Sustainable products.
High end design and creativity.
Commited and honest team.
Our goal is to be the most creativity coffeehouse of choice for the authentic
coffee lovers community. As a result, we intend to create coffeehouses that
quickly achieve profitability and sustain an attractive rate of return (20% or
more annually) for our investors.
Objectives

Bring the most creativity Vietnam coffee brand to the world.

Make RuNam number one destination for coffee in Vietnam.
Achieve a 15% net profit margin within the first year and 25% by the 5th year.
Multiple revenue treams including develop side products, gift items, gift
baskets, brand recognition retail items.
Dominate 50% premium hotels and restaurants in Vietnam with tradition
filtered coffee.
Distribute Runam coffee to Vietnamese premium restaurants overseas.

Keys to Success
The keys to our success will be:

Creativity culture is our secret weapon

Caf RuNam is made of major Vietnamese coffee beans.
Brings back Vietnamese c ph phin (filtered coffee) culture
RuNams signature taste products to be indulged in quality stores.
A relaxing, upscale ambiance.
Prime site selection with an upscale affluent population.
A market that exposes RuNam to high-profile "trend-setters" and "key
influencers".
Efficiently use of smart and creativity marketing tools.
Highly trained and friendly staff.
A dynamic website with online sales capability.
The place for the best baristas in Vietnam.
Keys development
- To open 4 stores for first year and grow by 5 stores annually, which make:
o
o
o
o

Year 2: 05 stores
Year 3: 10 stores
Year 4: 15 stores
Year 5: 20 stores

- To distribute roasted coffee to local premium hotels and restaurants with key
markets development:
o Year 1: Ho Chi Minh City
o Year 2: HaNoi, Da Nang & Nha Trang and prospected cities
o Year 3: Going International
o Year 4: Develop side products
o Year 5: Side products and International market expansion
- To sell RuNam premium giftsets and side products via showrooms & online
digital channels.
Company Summary
Cafe RuNam officially opened its doors on Sunday, 15 December 2013 with a
lavish and exquisite opening party, where they presented their wide range of
coffees, homemade desserts and canap food inspired by the a la carte
menu. Situated in the heart of Saigon, the coffee shop occupies a three storey
building with the first two floors having been designed and decorated in detail
to offer different atmospheres for customers. The second floor where there is
an intimate coffee lounge with big sofas and armchairs, ideal for anyone that
wants to escape the noise of the city, relax and talk while enjoying a good

coffee. Next to the lounge is a beautiful terrace where white wood tables and
armchairs are surrounded by plants.
Cf RuNam (the name loosely comes from a traditional Vietnamese lullaby
song for young children) has been working on making this culinary marriage
happen, that is applying Italian technology to Vietnamese coffee.
The objective of RuNam is to create a high quality product that proudly
consists of local coffee beans but, by using Italian roasting machines and
grinders, the flavour of the coffee is smoother, less bitter and creamier.
RuNams team has recruited and works with various experts, highly
specialised in their own fields, which not only shows an honest desire in
delivering a high-standard product but also respect for an old culinary
tradition.

Variety: No other coffeehouse in the area will provide the range of home
made coffee drinks, tea, juice, smoothies, cake, icecream and other products
that RuNam does.

Location: RuNam is located in the prime section of downtown Ho Chi Minh in

the heart of the shopping and entertainment district. RuNam locations are
designed for high volume year round, with revenues and profits to match.

Expansion: Assuming this store is successful, it will be the first of a chain of

RuNam coffeehouses located in markets that have similar demographic
profiles, significant traffic by the store, year-round tourist activity and a
sizeable international school student population.

RuNam Concept
RuNam will be the unique impression of the coffeehouse chain industry,
offering a higher quality product and better quality service in an exceptional
environment.
The first RuNam is located in 96 Mac Thi Buoi Dist.1. Other RuNam
coffeehouses will eventually be located in select affluent markets that support
the business model.
RuNam offers a superior coffee product, delicious pastries, fresh juices, the
finest tea drinks, fine dining gourmet and gift items.
RuNam has hired an expert in coffee roasting from Italy, Lauro Pocaterra,
who has over 30 years experience in the field to focus on developing different
blends. It consists of selecting green coffee beans; create mixtures suitable to
be extracted with the typical local filter. The blends are made of 100%
Vietnamese coffee without additives such as butter, corn or soybeans which
are common in Vietnam to help cover the bitter flavour.

The company has a close working partnership with one the biggest coffee
distributors in Vietnam, Pacorini, which guarantees a high standard of
processing, coffee bean selection as well as a close relationship with the
farmers who grow them.
RuNamd baristas are highly trained and experienced. They know how to
prepare an excellent espresso-based drink and brew tasty coffee. We use the
highest quality equipment and ingredients to deliver a noticeably superior
product.
Products
RuNam sells high-quality specialty coffee beverages, tea, juice, water, soft
drinks, pastries, chocolates and gift items. Despite being an upscale
coffeehouse, our prices are in line with the leading national chains.
RuNam Menu
RuNam menu sets us apart from other coffeehouses, giving us a competitive
edge.

We offer several groups of drinks coffee, tea, beers, wines, cocktails,

smoothies, juice and refreshers with several choices within each group. This
enables us to provide as variety as our competitors while keeping the
preparation of the drinks easy to execute.

We are taking advantage of the immense popularity of flavored drinks by

offering a product mix that includes items the other coffeehouses don't carry
as well as more familiar drinks.

We are the only coffeehouse to have a wide range of Western and

Vietnamese fine dining gourmet menu items.
Prices have been determined after a thorough analysis of all food costs for
every item in each item. In some cases, an average price has been calculated
and applied to all similar items in order to keep the menu from confusing the
customer.
The Future
The number of Caf RuNam locations could easily reach 30 within five years.
While the financials in this Business Plan only address the locations, we can
extrapolate from the store's performance (which will be carefully monitored
and tracked) to get a general idea of the chain's projected profitability.
Caf RuNam's start-up, implementation and operation in Ho Chi Minh City will
be the "blueprint" for future efficient expansion. Our new Binh Duong location
will incorporate the knowledge we gain with our first store as well as new
creative ideas, and become our "flagship" operation.

Organization chart
Executive
Assistant

Training
Manager

Trainer

HR Executive

HR

Payroll of@icer
HR Manager
Receptionist

Of@ice Assistant

Distribution SM
Sales &
Marketing

Distribution
Sales Exec

F&B Sales Exec

FnB SM

Marketing Exec

Designer

Accountant
Finance &
Accounting

FnA Manager
Data Entry
Operation
admin

CEO

Area manager

Operation

Operation
manager

Quality
controller
Customer
service manager

Maintenance

Purchasing

Purchasing
Manager

Purchaser

IT

IT manager

IT of@icer

Store
Maintenance
of@icer
Machine
Maintenance
of@icer

Senior Roaster

Production

Project

Production
manager

Coffee expert

Junior Roaster

Warehouse
of@icer

Packaging staff

Project manager