STATEMENT OF THE PROBLEM

This study was primarily intended to obtain information about profitability of investing in

coffee shop business. The researcher did a comprehensive study on the aggregating conditions to

find out what are the taste and demand of customers in case this shop will be established;

1. What is the profile of the respondents in terms of?

1.1.Age

1.2. Gender

1.3. Course and Year

2. Settings of the business

2.1. Location

2.2. Set-up

3. Aggregate conditions/practices of the coffee shop together its mini-library

3.1. Shop environment

3.1.1. Ambiance

3.1.2. Decorations

3.1.3. Entertainment

3.2. Rules and Regulations in mini-library

3.2.1. Borrowing of books

In anticipation of the preparation of the feasibility study, the following activities were

extremely undertaken for considerations:

1. Assessed the marketing aspects relative to:

1.1. Demands for coffee shop accommodation.

 1.2. Accessibility of site to prospective consumer.

2. Assessed technical aspect relative to:

2.1. Area suited for a coffee shop

3. Ascertained the financial viability relative to:

3.1. Amount of capital outlay needed for the project.

3.2. Sources of financing.

3.3. Projected revenues.

3.4. Projected operational costs.

4. Assessed the socio-economic aspect relative to:

4.1. Benefit of this business could contribute to the improvement of the living of college

students

4.2. The benefit of it will offer the community, coffee shop owners, the researcher and future

researchers

OBJECTIVES

The coffee shop library, Kape’t Pahina, aims for the following as to:

Marketing

1. Promote a new style of coffee shop around Santiago City.

2. Build shop name awareness.

3. Proposed a good quality product at affordable price.

4. Convenient place where students to stimulate their minds through good books.

Production / Technical

1. Provide right quality, right time and right costs of product to customers.
 2. Provide a standard quality of service.

3. Observing cleanliness to its environment.

Organization / Management

1. Getting Maximum Results with Minimum Efforts.

2. To provide jobs and training for students who are willing to work at the shop.

Financial

1. Faster revenue circulation

2. Bigger cash flows

3. Cost minimization

4. Bigger fund

CHAPTER II

MARKET STUDY

PROJECT DESCRIPTION

The name of the proposed project is Kape’t Pahina Coffee Shop. It was named after

considering the fact it will easily remembered. It derived from the concept of the coffee shop which

it offers a coffee and a service of a mini library to give time to customers specifically students who

prefer reading books as their stimulation for their mind and body after stressful works in school.

The proposed project is located along bachelor’s Street, Dubinan East, Santiago City near

the University of La Salette. It is open to all, especially students near to the location of the business.

The proposed project is a sole proprietorship. The investor will invest approximately P 802,

800. 00.

EXPECTED MARKET
 The expected market of the proposed project are the students of University of La Salette,

its college students and senior high school students.

DEMAND

Based on the survey questionnaire given to the students of the said university, most of them

love coffee and it will be appropriate to establish this kind of business near the university.

3%

Respondents who are not

willing to patronize Coffee
shop with mini library
97%
Respondents who are
willing to patronize Coffee
shop with mini library

Figure 2.1 Willingness of the Respondents in patronizing the Coffee Shop with Mini

Library

 145 respondents answered they are willing to patronize the coffee shop with mini library

5 respondents answered they are not willing to patronize the coffee shop with mini library

Based on the result of the survey conducted, there is a high demand for the coffee shop with mini

library in the target market. Because of this, the researcher saw that there will be customers who

are going to patronize the said business. The researcher also found out that the target customers

liked the idea of drinking their coffee while they are reading their favorite type of book other than

lecture books.
SUPPLY

The major competitors of the proposed coffee shop are the several existing coffee shop

near the university namely, The Coffee Warehouse near at Jollibee Shell, The Coffee Treats and

Dale’s Coffee by Cyberwood i-Café. These competitors have their own concept and strategies on

how to market their businesses which is different from the proposed coffee shop that can be a great

impact in its share on the market.

19%

The Coffee Warehouse

26%

The Coffee Treats

23%

Dale’s Coffee by
Cyberwood i-Café
Others

32%

Figure 2.2 Available supplies of coffee near outside the University of La Salette campus

MARKET SHARE

The figure below illustrates the market share for coffee shop with mini library.

28%

72%
Others

Kape’t Pahina
 Figure 2.4 Market Share for Kape’t Pahina

This shows the market share of Kape’t Pahina. The remaining 26 percent that is showed in

figure 2.3 is expecting will 72 percent will get by Kape’t Pahina. As the operation continues it is

expected that the market share of Kape’t Pahina will continuously grow.

MARKETING PLAN

1. Publicity and Advertising Strategy

Kape’t Pahina intends to engage in direct marketing and sales, leverage on the

internet and social media platforms, post tarpaulins in target areas and encourage the use

of Word of mouth marketing (referrals) to promote and advertise the shop.

2. Quality Service

Kape’t Pahina gives a quality service that will definitely customer will back for the

service they experienced during their first time going in the place. Kape’t Pahina gives

entertainment not only offering coffees but simultaneously play music in the place that the

customers can enjoy their coffee.

3. Launch Marketing

On the coffee shop’s opening day, the coffee shop will offer a free cookie for every

cup of coffee purchased.

4. Sales Strategy

Customers will have the option to acquire membership in the coffee shop. Every

member will have exclusive access to extended library services.