HI COFFEE

EXECUTIVE SUMMARY

Introduction

Hi-Coffee & Bakery (HiCB) is a start-up coffee and bakery retail establishment located in Nusajaya, Johor Bahru. HiCB expects to catch the interest of a regular loyal customer base with its broad variety of coffee and pastry products. The company plans to build a strong market position in the town, due to the partners' industry experience and mild competitive climate in the area.

HiCB aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists.

The Company

HiCB is incorporated in the state of Johor. It is equally owned and managed by its five partners.

Mr Zaidy has extensive experience in sales, marketing, and management, and was vice president of national coffee store chain, Starbucks Cafe. Mrs Alisa and Mrs Liani bring experience in the area of finance and administration. Mr Nirman was a pastry chef at the Lavender Bakery. Finally Mr Fauzi was a F&B Manager at Hotel Selesa Pasir Gudang.

The company intends to hire two full-time pastry bakers and 3 part-time baristas to handle customer service and day to day operations.

Products and Services

HiCB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans. HiCB caters to all of its customers by providing each customer coffee and espresso products made to suit the customer, down to the smallest detail.

The bakery provides freshly prepared bakery and pastry products at all times during business operations. Six to eight moderate batches of bakery and pastry products are prepared during the day to assure fresh baked goods are always available.

The Market

The retail coffee industry in the Malaysia has recently experienced rapid growth. Lifestyle workers in the corporate sector have provided an avenue for this business development.

HiCB wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure stability of the business. In addition, tourist traffic is expected to comprise approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.