Executive Summary
Custom Coffee is a San Antonio, Texas based company that provides the highest quality organic and healthy coffee. The company focuses on selecting the high quality blend(s) of beans and tailoring to the customer's specific style of roast.
Aimed at true coffee lovers, Custom Coffee tends to be a part of their customers identity. The choices they make speak about who they are, how they feel, and their life philosophy. Since the choice of coffee expresses details about the individual, then the ultimate form of self-expression that a coffee drinking hipster can make is to create their own special custom blend of coffee just for them.
Custom Coffee company name and brand has been registered within the State of Texas, and adhering to all Federal and State regulations, with its own established website.
The product mix of Custom Coffee would comprise of personalized coffee and the ability of the coffee drinker to identify with the beverage. By visiting customcoffee.com web site customer can choose from a variety of custom blend of coffee beans, roast and choose the name of the coffee blend. Pricing is based upon the volume of beans that the customer purchases, with discounts for increasing levels of purchases;
The main operation of the business would be to function on a make-to-order strategy, through the online site, The business would be operating primarily through the website model with direct distribution. Partnership with Fedex as the logistics provider would help on-time delivery.
The differentiating aspect would be the high quality and nutrition of coffee along with timely delivery to consumers in the shortest time.
The main problem is to comply with sustainable production methods. Eco-friendly and recyclable packaging would be used to minimize environmental hazards.
The company would pursue the differentiation model to create its brand image. According to the research about 41% of the coffee drinkers prefer to make coffee at home, this company would cater to this preference by meeting the needs of consumers that want customized brewed coffee. It would deal exclusively in healthy coffee, while offering consumers convenience of online store, allowing them to save the time by visiting the stores and comparing different coffee options.
Custom Coffee would be marketed to working people primarily, who require refreshment and energizing drinks. The area served would be the Times Square region in New York, USA. Where population is urban with high-income levels. Cool climate would be favorable for coffee demand. Targeted consumers of Custom Coffee are in age range 18 to 65 years, with at least $45,000 of yearly income. Both genders and martial statuses, usually employed home owners.
The core management team would include 5 key members. The Chairman & CEO and the other 4 members would be executives in the marketing, finance, strategic planning and operations department. This key team would complement each other’s skills and aid in faster decision making. There would be 5 additional employees who would manage daily operations such as accepting consumer orders, customizing their coffee needs with the suppliers and packing and distributing to logistics.
Participative and team-based working style would be implemented, with information sharing and the decisions can be made on the basis of consumer feedback and opinions.
The biggest risk for the company is that products fail to meet the quality and nutritional standards of WHO and FDA. Failure to comply with them can lead to closure of the business. The second risk is competition risk. The third risk is the risk that the new business may not be able to raise the required funding and this can lead to difficulties in commercializing the business idea.
Company Description
Custom Coffee is a San Antonio, Texas based company that provides the highest quality organic and healthy coffee. The company focuses on selecting the high quality blend(s) of beans and then tailoring the customer's specific style of roast that the beans receive for a completely sensational brew. The company's headquarters and manufacturing plant are located at 64 St Riverwalk Parkway, San Antonio, TX

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