Java Chip Caf

Brief Details About Respondent

Business Description

Business Description
University-Based

Employment

Value Proposition

Perceived Revenue Streams

Coffee

Business Process
Purchasing of the Beans

Purchasing of Physical Key Resources

Hiring and Training of Employees

Making of Product and Quality Control

Product Selling
Promotion of the Products and the Business

Pricing Model
Products
Brewed Coffee

Php60.00

Cappuccino

Php100.00

Caffe Latte

Php100.00

Caffe Mocha

Php90.00

Caffe Americano

Php75.00

Brewed Iced Tea

Php75.00

Frappe

Php105.00

Pastries

Php50.00 - 120.00

Business Name

Funds
Capital: P470,000.00

Survey Objectives
Target Market
Different Products

Different Competitors

Respondents
56 (Fifty-six)

Sampling Technique
Stratified Sampling

Size of Relevant Market and Targeted Shares:

Given: 8,000 - students (college, high school, elementary) and faculty (teaching and non-teaching)

70% - students and faculty ranging from ages 16 - 40

45% - coffee drinkers

96% - willing to buy

Relevant Market
8,000 x 70% = 5,600 students and faculty
Population = 5, 600 x 45% coffee drinkers x 96% willing = 2,420 students and faculty
Frequency = (4 x 18%) + (2 x 4%) + (1 x 78%) = 2.3 times a month
Average Price of Purchase = (45 x 7%) + (75 x 25%) + (125 x 18%)
+ (175 x 36%) + (205 x 4%) = 115.6 average price

Population x Frequency x Average Price of Purchase =

2,420 x 2.3 x 115.6 = 643,429.6 (Relevant market in Peso Value per month)

Target Share
Estimated Profit Monthly / Relevant market in Peso Value =
Php74,000.00 / 643,429.6 = 11.5% Target Share

Competitive Information
ADVANTAGE
Different names of the coffee shops
Imported Products

DISADVANTAGE
Coffee shops around are known

Results of Survey
1. Age
Age

Number

Percentage

11 - 15

5%

16 - 20

16

29%

21 - 25

21

38%

26 - 30

14%

31 - 35

7%

36 - 40

7%

2. Gender
Gender

Number

Percentage

Male

26

46%

Female

30

54%

3. How much is your weekly allowance?

Allowance

Number

Percentage

P250 and below

14%

P251 - P500

10

18%

P501 - P750

10

18%

P751 - P1,000

14

25%

P1,001 and above

14

25%

4. What is your current occupation?

Occupation

Number

Percentage

Student

42

75%

Employed

12

21%

Self-Employed

2%

Unemployed

2%

5. Are you regular coffee drinkers?

Number

Percentage

Yes

25

45%

No

31

55%

6. What coffee shops are you aware of?

Coffee Shops

Number

Percentage

Starbucks

54

96%

CBTL (Coffee Bean and Tea Leaf)

28

50%

Bos Coffee

18

32%

Dunkin Donuts

46

82%

Seattles Best Coffee

28

50%

Figaro

44

79%

Other

10

18%

7. How often do you go to coffee shops?

Number

Percentage

Weekly

10

18%

Every 2 weeks

4%

Every month

44

78%

Never

0%

8. Which coffee shop do you normally go to?

Coffee Shop

Number

Percentage

Starbucks

34

61%

CBTL (Coffee Bean and Tea Leaf)

0%

Bos Coffee

0%

Dunkin Donuts

12

21%

Seattles Best Coffee

0%

Figaro

0%

Other

10

18%

9. Why do you normally go to these coffee shops?

Starbucks

Percentage

Dunkin Donuts

Percentage

Other

Percentage

Relax

32% Affordable

100% Affordable

60%

Near School

12% Tastes good

100% Tastes good

40%

Quality Coffee

68%

Relax

70%

Favorite

21%

Live shows

10%

Because of
friends and
relatives

12%

Accessible

12%

Cozy Atmosphere

46%

Quick Service

28%

10. How much do you normally spend per visit to a

coffee shop?
Money

Number

Percentage

50 and below

7%

51 - 100

14

25%

101 - 150

10

18%

151 - 200

20

36%

201 and above

4%

11. What items do you normally buy?

Product

Number

Percentage

Coffee Products

46

82%

Tea

18

32%

Milkshake

12

21%

Pastries

28

50%

Other

14%

12. What keeps you busy in a coffee shop?

Activity

Number

Percentage

Drinking Coffee

34

61%

Studying

30

54%

Meeting

22

39%

Passing time

38

68%

Other

14%

13. What factors do you take into mind when

going to a coffee shop?
Factors

Number

Percentage

Taste of the coffee

34

61%

Freshness of the products

32

57%

Variety of products

24

43%

Price

36

64%

Ambience

54

96%

Friendly Atmosphere

42

75%

Convenience

42

75%

14. Would you be willing to try out a different

coffee shop besides the already mentioned
outlets?
Response

Number

Percentage

Yes

54

96%

No

4%

Problems Encountered
Respondents were from Baguio
Online Survey
Tabulating Opinion

Conclusion
Executing this business would be possible in
the near future
Learned a lot through this whole process