Kate`s Coffee - Crater High School

Kate’s Coffee
Katie Niedermeyer
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Kate’s Coffee
Katie Niedermeyer
Table of Contents
Executive Summary ……………………………………………………………………………………………………….. 4
Self Analysis …………………………………………………………………………………………………………………… 5
Trade Area Analysis
Geographical Analysis …………………………………………………………………………………………… 6
Competitive Data ………………………………………………………………………………………………….. 7
Market Segment Analysis ………………………………………………………………………………………………. 10
Analysis of Location
Location ………………………………………………………………………………………………………………. 11
Floor Plan ……………………………………………………………………………………………………………. 12
Proposed Organization
Type of Ownership ………………………………………………………………………………………………. 13
Management ……………………………………………………………………………………………………….. 13
Proposed Product
Proposed Product and/or Service …………………………………………………………………………. 14
Suppliers …………………………………………………………………………………………………………….. 15
Equipment ………………………………………………………………………………………………………….. 16
Proposed Marketing Strategies
Pricing Policies ……………………………………………………………………………………………………. 16
Promotional Strategies ………………………………………………………………………………………… 17
Projected Income and Expenses
Sales Forecast ……………………………………………………………………………………………………… 18
Building Costs ……………………………………………………………………………………………………… 19
Proposed Plan to Meet Capital Needs
Financing ……………………………………………………………………………………………………………. 19
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Kate’s Coffee
Katie Niedermeyer
Conclusion …………………………………………………………………………………………………………………. 19
Bibliography ……………………………………………………………………………………………………………… 20
Appendix
Selection Letter ………………………………………………………………………………………………… 22
Print Ad …………………………………………………………………………………………………………… 23
Business Card ………………………………………………………………………………………………….. 24
Logo ……………………………………………………………………………………………………………….. 24
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Kate’s Coffee
Katie Niedermeyer
Executive Summary
Coffee is becoming a more and more popular drink, which is why I am opening a
coffee shop by the name of Kate’s Coffee in Central Point, Oregon. Kate’s Coffee will offer its
customers fresh, made-to-order coffee, tea, smoothies and food items while also
differentiating itself from its competition by offering customers a relaxing, sit-down
environment to enjoy their drinks in.
Even though there are many competitors to Kate’s Coffee, it will survive and thrive
amongst others due to the different aspects the business brings to the table. Kate’s Coffee
offers customers amazing service while providing unique place to enjoy themselves. To get
customers to the business, Kate’s Coffee will promote itself using advertising, sales
promotion, and direct marketing.
The type of management a business uses is essential to its success. Kate’s Coffee will
be using is teamwork. Even though it will be run by a sole proprietor, Kate’s Coffee values
teamwork and the importance of communication. By using a teamwork management style,
the managers and employees will have a better relationship and produce better work.
Kate’s Coffee will be owned and operated by Katie Niedermeyer. There will be one
manager, who will run the day-to-day operations of the shop, along with making and
serving drinks. The manager will make a yearly salary of $29,000. There will be four
baristas, who will each make drinks and food items, clean the work area, and work the
cashier. Each of the baristas will make minimum wage and most likely work around 40
hours per week.
To start this business, Kate’s Coffee will need to take out loans. The loans that will be
needed are two SBA 7(a) loans, one for working capital and one for equipment. Each of
these loans is expected to be paid off in 7 years with a 5.5% interest rate. The monthly
payment for the working capital loan will be $146.80 and the monthly payment for the
equipment loan will be $166.37.
Based off of many calculations, Kate’s Coffee is expected to make around $178,475
per month. This calculation shows the potential for Kate’s Coffee to grow and thrive as a
coffee shop in Central Point, Oregon.
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Kate’s Coffee
Katie Niedermeyer
Self Analysis
When starting a business, it is important to be equipped with the skills necessary to
succeed. Without the skills, the proposed business has a more likely chance of failing,
making it a loss of investment. My proposed business, Kate’s Coffee, will succeed because of
my experience with business, my motivation, my willingness to take risks, and my
capability for personal development.
One thing that is helpful in starting a business is having previous experience in
business or training in the specific field of the proposed business. I personally have not had
any experience working in a coffee shop; however I have had experience in starting a
business. Last year, my partner and I started selling pizza in our school’s market. Once
every week, we picked up four pizzas to sell during lunch that day. This was a good
experience for me because it showed me how the different aspects of a business impact
each other. Another business experience that I have had is through my internship at
Ravassipour Orthodontics. While interning there, I got to see what it takes to run a private
practice, and how the type of people that work at a business can affect it tremendously.
Even though I haven’t had the experience through work or a job, I have been able to see
what makes a business work and how there are many factors that determine a business’
success.
Every great entrepreneur has strengths and weaknesses. As far as myself, I have
many of the same strengths of an entrepreneur, but also have some weak spots. One of my
strengths is my drive and motivation to succeed. In academics and sports, I will do anything
to be successful. This is necessary when starting a business because there will be
challenges that have to be overcome and in many instances like that, motivation to succeed
is needed. Another one of my strengths is my communication skills. Through sports and
community events, I have had to communicate with others what I want them to do or what
they need to do. This is a useful skill to have because without being able to communicate in
a business, things may be forgotten and doesn’t help the business to succeed. One of my
weaknesses as an entrepreneur is technical knowledge in the area of the business. I don’t
know how to work an espresso machine or how to go about purchasing goods. But, these
skills can be easily and quickly learned. So, even though I have both strengths and
weaknesses, I think I would make a good entrepreneur.
One of the biggest risks in life is putting an idea out into the public and starting a
business. Investing all of your time and money into a start-up can put a lot of pressure on
its success. But, with all of the risks, I would still put everything on the line and start my
own business. My willingness to take risks goes along with my need for achievement. Since
I would be starting a business, which is a high-risk, my motivation will help the business
succeed. Others who are not motivated may think that the risks outweigh the feeling of
success that comes with starting a business. AA management expert once said, “When a
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Katie Niedermeyer
person starts and manages his own business he doesn’t see risks; he sees only factors that
he can control to his advantage” (The Entrepreneur Quiz). If a person possesses this trait, it
doesn’t necessarily mean that the business will succeed; it just means that they are more
likely to start a business.
Once a business is up and running, it is imperative to stay up to date in the field and
to keep developing new ideas about the business. I plan to do everything to make my
business as best as it can be. To do this, I will make sure to continue developing my skills in
the area of my business. This will help me stay with the latest in that field and improve my
companies’ standing among its competitors. The way I will do this is always coming up
with new ideas for my business and staying on top of my competitors.
Starting a business requires more than an idea; it requires the skills necessary to
help it succeed. It takes motivation to succeed, a person has to be willing to take risks, and a
person has to be capable to continue to develop in the field of the business. With all of these
skills, a business will have a greater chance of succeeding.
Geographical Analysis
Choosing the correct location for a business is a major decision and can affect the
success of a business greatly. Jackson County, Oregon is a unique location with many
benefits to it that other cities and counties do not possess. Its location, climate, and
topography make Jackson County a great place to start a business.
Jackson County is an interesting location. Surrounded by mountains, it creates
unique opportunities while also creating many challenges. One of the challenges
experienced is the shipping and transporting of products. Since the Jackson County is
located within a valley, it makes it more difficult for trucks to transport products during
harsh weather, which is experienced quite often in the valley. One benefit to the location of
Jackson County is Interstate-5 runs right through the center, making it simple for trucks to
deliver to businesses (once they enter the valley). Another benefit to the location of Jackson
County is its location in relation to the ocean. Since its location is quite close to the Pacific
Coast, it opens up endless possibilities for international trade and transportation of foreign
products. Also, located right in the heart of Jackson County is the Rogue Valley
International Airport. This is an added benefit due to its ability to ship and receive products
anywhere in the country. Although there are some challenges with its location, Jackson
County proves to be a good location for a business.
The climate of Southern Oregon is quite mild, with distinction between the seasons.
The summer in Southern Oregon is hot and dry, with temperatures ranging from 85 to 100
degrees, with recordings breaking around 115 degrees. The average rainfall in Southern
Oregon is around 18 to 20 inches per year, with the majority falling starting in October.
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Katie Niedermeyer
Southern Oregon is lucky in the sense that is rarely receives any severe weather or storms,
but with a dry summer, it is more susceptible to wild fires in the mountains. Snowfall is
rarely seen at community-level elevations, but is quite common at higher elevations. The
climate of Southern Oregon doesn’t affect the distribution of products harshly, but it can
slightly. With snowfall on the I-5 passes, it makes it more difficult for trucks to transport
items into and out of the valley. But, with the good amount of rainfall that is received here,
it makes it well suited for growing crops. Since Southern Oregon has a mild climate, with
few exceptions, it makes a good location for a business.
The topography of Southern Oregon is quite unique. It is surrounded by mountains
on every side; the Cascades to the East, the Coastal Range to the West, the Umpqua Divide
to the North, and the Siskiyou Mountains to the South. The elevation of Southern Oregon
ranges from 1,300-1,400 feet, with surrounding areas around 3,000 to 9,000 feet. This
causes difficulties during harsh weather on the passes to get in and out of the valley. But, an
upside to the mountains is the industries that are enhanced by them. Recreational
activities, like skiing and hiking, are greatly affected by these mountain ranges in a good
way. They draw many tourists which then improve local business.
Southern Oregon proves to be a great place to open a business, even with its
downfalls. With its location, climate, and topography, Southern Oregon differs itself from
other settings and shows its capacity for a business.
Competitive Data
While starting and running a business, it is important you know who your competitors are.
More importantly, knowing who your direct and indirect competitors are will help your business
establish itself among its competitors.
Direct
Competitors
Dutch Bros
Good Bean
Similar
Characteristics
 Gourmet
coffee
drinks
 Tea


Sit down
experience
Locally
owned
Similar
Operations
 Locally
owned

One
location
Similar
Capabilities
 Friendly
workers
 Coffee
made
fast
 Friendly
workers
Similar Strategies




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Sell clothing
items
Have many
promotional
Offer
pastries and
food
Sell clothing
items
Kate’s Coffee
Direct
Competitors
Dutch Bros
Katie Niedermeyer
Major Products


Good Bean
Whole Bean
Coffee
Price
Location
Medium
1075 E Pine St
Central Point,
OR
Made-to order
beverages

Bottled
beverages

Merchandise

Smoothies

Whole Bean
coffee

Made-to-order
beverages

Pastries and food
MediumHigh
165 South
Oregon St.
Jacksonville,
OR
Promotional

Twitter

Text
notifications

Facebook

Website

Website
Indirect Competitor
Location
Why Indirect Competitor
McDonald’s
43 S 9th St
McDonald’s is an indirect
competitor because they sell
coffee, along with other things.
Even though coffee isn’t the main
thing they sell, they are still a
competitor of a coffee business.
Central Point, OR
(541) 664-1663
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Kate’s Coffee
Katie Niedermeyer
SWOT Analysis
Since Kate’s Coffee is a coffee shop, it has many competitors. One important task of running
a business is determining the company’s competition. By identifying the competitions strengths and
weaknesses, a business can better itself and differentiate itself from its competition.
SWOT Analysis of Kate’s Coffee:
SWOT Analysis of Good Bean:
SWOT Analysis of Dutch Bros:
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Kate’s Coffee
Katie Niedermeyer
Market Segment Analysis
One of the most important aspects of a business is how appropriately they market to
the correct group of people. Markets are grouped in sections based off of similar
characteristics. If a business correctly identifies their target market, they will see more
success and reach its core customers more easily. Target markets are broken into two
categories: demographics and psychographics. Demographics are the measurable data
about a group of people, for example their age or income level. Psychographics are the
immeasurable things, such as values and opinions.
The demographics of my target market are directed at 18 through 34 aged HispanicAmerican females with a college degree. These measurable descriptors are characteristics
that define the types of people that will be most receptive to purchase coffee. I feel that
these characteristics will be my best customers for many reasons. According to SBDCNet,
drinkers are 65 percent more likely to have a household income of $100K+. Also drinkers
are 70 percent more likely to have a post graduate degree. Forty-two percent of drinkers
aged 18-34 purchase their coffee at a coffee shop. According to Connecticut by the
Numbers, 76 percent of Hispanic-Americans drink coffee, whereas only 47 percent of
African-Americans and 64 percent of Caucasian-Americans drink coffee.
Demographics
Age: 18-34
Sex: Female
Race: HispanicAmericans
Income Level:
I chose these demographics for my business because of the research that I did. The
research showed that Hispanic-Americans drink the most coffee out of other races and
that females drink more coffee when compared to males. I also found while researching
that the age group that drinks the most coffee is 25-45. Also, research shows that people
who make a good income tend to purchase coffee drinks more often than others.
60,000-100,000+
Education: Post
Grad Degree
The psychographics of my target market are Experiencers, Achievers, and
Innovators. Experiencers are young, enthusiastic, and impulsive consumers that spend the
majority of their income on fashion, entertainment, and socializing. Achievers are imagefocused and active consumers that prefer high-end products to show peers their success.
Innovators are successful people and active consumers that value image. Their purchases
reflect their taste for high-end products and services (Strategic Business Insights).
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Katie Niedermeyer
Psychographics
Innovators:
I chose this psychographic for my
business because I think it represents the
market well. Innovators are active
consumers, which connects with the
income level of the demographics of my
business.
Innovators are successful, sophisticated, take-charge people with
high self-esteem. Because they have such abundant resources,
they exhibit all three primary motivations in varying degrees.
They are change leaders and are the most receptive to new ideas
and technologies. Innovators are very active consumers, and their
purchases reflect cultivated tastes for upscale, niche products and
services.
Choosing the correct target market for a business is vital for its success. By
incorrectly identifying their target market, a business subjects itself to loss of profit and the
inability to reach its core customers. Identifying the correct market is an important step in
starting a business, and should not be overlooked in the first stages of the business.
Location
Kate’s Coffee will be located at 26 E Pine St, Central Point, OR 97502. This building is
located in the main part of Central Point, situated along the main street running through
this city. The landlords of the location are Nathan Barton and Allison Spector.
Kate’s Coffee’s competitors range from short to great distances away. The Human
Bean is 0.3 miles away, which is very close. The reason that this will work however is
because Human Bean only offers drive-thru coffee, while Kate’s Coffee offers customers a
relaxing spot to sit and enjoy their coffee. Dutch Bros is 0.6 miles away, Good Bean 5.8
miles away, and McDonald’s is 0.5 miles away.
Car traffic is the most needed type of traffic to help this business succeed. Foot traffic is
often not common in Central Point, due to the four lanes of traffic going through town. As
people drive by Kate’s Coffee, they will be heading into town which means heading to and
from work. According to Jackson County Traffic Volume, around 14,000 cars travel on East
Pine Street every day, which is great for businesses.
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Katie Niedermeyer
Floor Plan
This is what the floor plan of Kate’s Coffee will look like. The building is 3040 square feet,
with a 40 square foot bathroom and an employee room in the back.
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Katie Niedermeyer
Type of Ownership
The type of ownership my business would have is Sole Proprietor. This would be best for
my business for many reasons. First of all, as the sole proprietor, I would receive complete
managerial control. This is useful when compared to a partnership where partners may disagree on
certain things. Another benefit to a sole proprietor is the owner gets to keep all of the profits.
Another benefit to a sole proprietor is since there are smaller amounts of capital; it is easier to
organize your business.
Management
The type of management that a business has can affect the success of the business
greatly. It also impacts the customers and the way they are treated. If a manager can be
effective in their job and push their employees towards success, the business will thrive.
This section will go over management styles, organization, and salaries for employees.
There are three different types of management styles and each has their pros and
cons. The first one is participatory style. In this style, the manager gives out individual
worker to the employees and rewards for motivation and jobs well done. The second style
is directing. In this style, the manager sets specific standards and expectations for their
employees and makes the tough decisions. The last style of management is teamwork. In
this style, the manager motivates their employees to work together on projects and
communicates very well with their staff. The proposed management style of Kate’s Coffee is
the teamwork management style. This style was chosen because it allows the employees to
engage with each other and pool their knowledge together. Also, it is essential based off of
communication, which is crucial when working in a coffee shop.
Kate’s Coffee will have one manager that oversees the day-to-day tasks in the shop
serve customers alongside the four baristas, which will make and serve drinks and food
and handle the customers. The baristas will also be in charge of cleaning the work area and
answering any questions the customers may have.
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Kate’s Coffee
Katie Niedermeyer
The store manager will be making a yearly salary of $29,000, which is based off of
their work and participation in the business. The baristas will make minimum wage, which
in Oregon is $9.25/ hour. They will each work around 40 hours/week, give or take a few
hours. This will total in around a $16,800 yearly salary.
Store Manager
Barista
Yearly Salaries
$29,000
$9.25/ hour.
40 hours/week
$16,800 yearly
Businesses that have a good management style often are more successful. I believe
that using a teamwork style management in Kate’s Coffee will prove to be successful and
the business will thrive because of it. I see this as the case because coffee shops rely on
communication and helping each other, which are the main points of a teamwork style
management.
Proposed Product
The product I am providing is a coffee shop in Central Point, Oregon that offers a relaxing
experience while providing high-quality made to order drinks. My product is unique because in this
city is there no sit-down coffee shops like I’m offering. This style of coffee shop is in demand in the
Rogue Valley because there is a slim number of locally-owned, sit-down shops and none in Central
Point. A company’s product is what the company is selling and the product mix is the total number
of products that a company sells. The varieties of products that Kate’s Coffee will be selling are
made-to-order coffees, teas, hot chocolate, smoothies, and house-made pastries and foods.
Products Item:
 Arabica coffee beans
Product Line:
 Lattes
 Mochas
 Americano
 Breve
 Tea
 Frozen drinks
 Smoothies
 Hot Chocolate
Product Width:

Stash Tea
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Kate’s Coffee
Katie Niedermeyer
Product Depth:




Latte- vanilla, caramel,
Tea- black, green, herbal,
Smoothies- Torani smoothie mix
Frozen drinks- frozen lattes, frozen mochas, frozen hot chocolate
Suppliers
Company
Name
Stash Tea
Kate’s Coffee Supplier List
Phone
Web Address
Number
Address
16655 SW 72nd
800-547-1514
http://www.stashtea.com
Rating
4 stars
Ave Suite 200
Tigard, Oregon
Product
Offerings
97224
Stash Tea offers many different types of teas including black, oolong, green, white, herbal, and
decaf teas. This company allows buyers to purchase online or through a salesperson.
Company
Name
Barista
Pro Shop
Kate’s Coffee Supplier List
Phone
Web Address
Number
Address
5888 Wright
Drive Loveland,
(970) 4612555
http://www.baristaproshop.com
Rating
4 stars
CO 80538
Product
Offerings
Barista Pro Shop is a warehouse that has been serving the coffee industry with thousands of high
quality products. They offer premier brands of coffee, tea, smoothie mixes, equipment, and more.
They also offer articles, tools, and other information from professionals to help businesses.
Company Name
Kaldi Gourmet
Coffee Roasters
Address
278 Raleigh Street
Wilmington, NC
Kate’s Coffee Supplier List
Phone
Web Address
Number
http://www.kaldi.com
910-350-
Rating
4 stars
0990
28412
Product Offerings
Kaldi Gourmet Coffee Roasters is a wholesale coffee and equipment supplier that
specializes in commercial coffee equipment.
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Kate’s Coffee
Katie Niedermeyer
Equipment
Equipment List
Piece of Equipment
Astoria Pratic Avant Sae 2 Group Automatic
$4,785.20
Commercial Espresso Machine
Vitamix 1230 Drink Machine Two-Step
$517.62
Timer
Bunn MHG Multi Hopper Grinder
$1,164.90
Astoria Super Jolly E Electronic Espresso
$1,435.00
Grinder Commercial Espresso Machine
NCR Silver POS Cash Register System
$369.95
Coffee Maker36725.0100 BUNN AIRPOT,
$253.77
SST 3.8L-6/CASE
27" Refrigerated Countertop Display Case
$869.00
Arctic Air AUC48R Under counter/Worktop
$1,180.00
Refrigerator
Ice-O-Matic ICEU150HW Under counter Half $1,960.53
Cube Ice Maker - 185-lbs/day, Water Cooled,
115v
Arctic Air AF23 26.75in Single Section
$1,499.00
Reach-In Freezer, Solid Door 115v
Nockeby Couch by Ikea
$599.99
Radio System
$199.99
Hypercom® Optimum T4220 Credit Card
$169.99
Machine - Features Ethernet Port and
Internal PIN Pad
Arctic Air AR23 26.75in Single Section
$1,345.00
Reach-In Refrigerator, Solid Door 115v
Total
$16,348.95
Price
Pricing Policies
Pricing is a very important concept in the business world. If done incorrectly, it can
drastically affect a business. If priced too high, a business will turn away many customers and in
turn, loose profit due to the loss of customers. But if priced too low, a business will not make
enough profit to stay open, and end up failing. For a business to stay open while maintaining a good
amount of customers, they must price their products correctly.


I will be using markup pricing to determine the prices of my products. I will use this
way of pricing because it is the most common way of pricing used by other retailers
and is an understandable way to price products.
I will be using the Odd-Even pricing technique along with the Promotional Pricing
technique. I will use these ways of pricing because I feel like they work quite well for
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Kate’s Coffee

Katie Niedermeyer
businesses and customers feel like they’re getting a much better deal when a
product’s price is reduced for a short amount of time.
My strategy for new product introduction is to use skimming pricing. I will be using
this strategy instead of penetration pricing because I feel like I would lose
customers if I were to raise the prices of a product after releasing it. Instead I will
start out with a higher price, and then lower the price if needed.
If a business does price their products correctly, they have a much greater chance of
succeeding due to the fact that they won’t lose as many customers and they will maintain a steady
income of profit. But, if done incorrectly, a business subjects itself to lose of profit, leading to its
closing, or lose of customers.
Promotional Strategies
Promotion is the only way customers know about a product. Without it, even the best
product in the world would not be sold because no one knew about it. There are many different
ways to promote a product, ranging from free to costly promotion. A great example of a promotion
is the “Got Milk?” campaign. Everyone knows about it and has seen it.
I have studied all of the different types of promotional strategies and their pros and cons.
The different types of promotional strategies are personal, advertising, publicity, direct marketing,
and sales promotions. Personal is any face-to-face contact between the buyer and the seller.
Advertising is any paid for content promoting the business’s product, for example TV commercials
or an internet ad. Publicity is a press release or news of the product that creates demand for the
product. Direct marketing is aimed directly at a target customer asking them to take action. Sales
promotions are any displays or price incentives to get customers in the store. The types of
promotions my business would use are sales promotions, advertising, and direct marketing.


Sales Promotions- My business would use sales promotions to get customers in the
know about its customers. One example of a sales promotion that would be used is a
punch card. After a customer purchases ten drinks, they get one free cup or 50% off
one piece of merchandise. Another sales promotion that would be used is contests.
Each month, there would be a contest for who could take the most creative picture
using their Kate’s Coffee t-shirt. There would also be a theme each month. For
example, one month the theme would be travel, which means who can take the most
creative picture while traveling in the Kate’s Coffee t-shirt.
Advertising- After opening the business, I would pay for advertising for the
business. I would advertise through the internet and the radio, where we would get
the most response. I wouldn’t advertise on TV’s right away because it would require
a commercial, which would cost more money than running an advertisement on the
internet or radio.
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Katie Niedermeyer

Direct Marketing- The last promotion that I would use for my business would be
direct marketing. This consists of advertising directly to a target customer that asks
them to take action. For my business, this would include asking the target customer
to visit the store location and send coupons like 10% off one 16 oz. drink or 20% a
purchase of one 16 oz. drink and a food item.
It is very important for a business to implement effective promotional strategies. Without
them, a business will not be able to inform customers about its product. With the promotional
strategies that I chose for my business, I feel that I will be able to reach my core customers and
promote my product to its greatest potential.
Sales Forecast
Company
Kate’s
Coffee
Dutch Bros
The Good
Bean
Human
Bean
McDonald’s
Mellelo’s
Coffee
Estimated
Monthly
Spending
Total Target
Market
Population
% of
Market
Share
13%
% of
Target
Market
7,139
10%
Estimated Sales
Estimated Earning
713
$356,950
$178,475
30%
12%
16,475
6,590
1,647
659
$823,750
$329,500
$411,875
$164,750
25%
13,729
1,372
$686,450
$343,225
8%
12%
4,393
6,590
439
659
$219,650
$329,500
$109,825
$164,750
$50
54,919
I derived these estimated earnings by first dividing up the market among my competitors
and my business. I then multiplied that percentage by the total target market population and found
the amount of customers each would receive. Since 10% of your customers purchase 90% of your
product, I took ten percent of the amount of customers for each business. I then determined that the
estimated monthly spending would be $50. To find the estimated sales, I multiplied $50 by the
amount of customers. The estimated sales were then divided by two since businesses only make
about 50% of their potential profits.
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Katie Niedermeyer
Building Costs
Financing
Conclusion
Kate’s Coffee is a coffee shop unique to Central Point, Oregon. Because Kate’s Coffee is the
only coffee shop in this location that offers customers seating in a relaxing environment, it will
draw in a large crowd of people. After researching the valley and determining our target market,
Kate’s Coffee selected Central Point as the location for opening our business. Central Point offers a
large amount of traffic in a small town, offering the shop large amount of publicity. I am very
confident in this business and eager to watch it succeed.
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Kate’s Coffee
Katie Niedermeyer
Bibliography
"3.13. Minimum Wage." (n.d.): n. pag. Oregon Minimum Wage. Web.
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May 2015.
"Central Point Home." Zillow. N.p., n.d. Web. 29 May 2015.
"Choosing Equipment for Opening a Coffee Shop." Crimson Cup. N.p., n.d. Web. 14 May
2015.
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Coffee Shop Initial Supply List (n.d.): n. pag. Barista Pro Shop. Web. 24 May 2015.
"Coffee Shop Manager Salary." Payscale. N.p., n.d. Web. 29 May 2015.
"Demographics." City of Medford Oregon. N.p., n.d. Web. 15 May 2015.
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26 Nov. 2013. Web. 6 May 2015.
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Web. 16 May 2015.
"Prime Rate, Federal Funds Rate, COFI." Prime Rate. N.p., n.d. Web. 29 May 2015
"Property Data Online." N.p., n.d. Web. 29 May 2015.
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Kate’s Coffee
Katie Niedermeyer
"Pros and Cons of Sole Proprietorship, LLC and More - Grasshopper."Grasshopper. N.p., n.d.
Web. 29 May 2015.
"Road Volumes Jackson County, Oregon." Jackson County Data. N.p., n.d. Web. 29 May 2015.
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May 2015.
Southern Oregon Area Profile. Cardiff: Authority, 1974. Web. 5 May 2015.
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Kate’s Coffee
Katie Niedermeyer
Appendix
Selection Letter
Kate’s Coffee
Katie Niedermeyer
4178 Sunland Avenue
Central Point, OR 97502
(541) 727-2657
April 2, 2015
Mr. Frances Hedge
SBA Loan Officer
Bank of America
845 N. Highland Street
Medford, OR 97501
Dear Mr. Hedge:
I have a great idea for a business and am very hopeful about its success. My plan is for a sit-down
coffee shop in the city of Central Point, OR that serves coffee, tea, and pastries, and I am interested
in discussing financial options.
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Kate’s Coffee
Katie Niedermeyer
Many people nowadays start their mornings with a cup of coffee or tea but still enjoy relaxing while
doing so. Other coffee vendors in town don’t offer their customers the opportunity to sit down and
drink their coffee. My business idea differs from these other businesses by offering customers high
quality, made-to-order drinks with a relaxing, sit-down environment to spend their mornings.
I am very hopeful about this idea and motivated to make it succeed. I look forward to further
discussing my ideas with you, and would like to schedule a meeting. You can reach me at my email
[email protected] or at my phone (541) 727-2657. Thank you for your time and
consideration.
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Kate’s Coffee
Katie Niedermeyer
Business Card
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Kate’s Coffee
Katie Niedermeyer
Logo
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