JM Application School Dr.

Carlos Martínez Durán

Second Basic Section "G"
Trade and Service II
Teacher: Eddie Gutiérrez

Project:
Business Plan

Group No. 1
First and Last Names Key
Alexis Alejandro Alborán Álvarez 1
Benítez Caal, Brian Steven 11
Zoila Melisa Gamarro Hernández 25
Fernández Pérez, Anastasia Saraí 33
5. Sosa Ventura, Williams Vitelino 40

Guatemala May 31, 2017

 INTRODUCTION

In Guatemala, there are different sales of caffeinated beverages, this is due to

Historically, our country is a consumer of this product due to its flavor and consistency.
Drawing on the tastes of Guatemalans, an idea is born to carry it to an end.

The interest in this venture arises from the fact that the students of Commerce and Service II
from the JM Dr. Martínez Duran School of Application, they wish to start a business in sales
of Coffee Drinks, which enhanced a detailed study of the industry, its clients and
competitors to understand the needs of customers, their functioning and
finally detect the target customer, to which this type of coffee shop should be oriented.

The factors that motivate us to this venture are mainly the public market.
feminine and masculine who are consumers of caffeinated beverages.

Ultimately, the goal is to create a café that can meet the needs of
many people and be able to create some identification with the customer, because only that
item supports small cafes in the industry.

This document presents a comprehensive analysis to understand the characteristics of

business and the coffee beverage industry in Guatemala. In addition, the presented work,
shows how the coffee shop industry is in a growth stage and still
There are many clients who are not being served by the main competitors.

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INDEX PAGE

1. Business Definition 04
1.1. Business Description 04
1.2. Differentiating Characteristics of the Business 04
1.3. Competitive advantages 04
1.4. Target Audience 05
1.5. Vision 05
Mission 05
1.7. The reasons justifying the Business proposal………………………. 05
1.8. The Objectives of the Business 05
Short term 05
Medium term 05
Long term 06
1.9. Business Strategies 06

2. Market Study of the Business 06

2.1. Market analysis 06
2.2. Demand Analysis 07
2.3. Demand forecast (surveys and graphs)……………………………..… 07
2.4. Analysis of the offer 09
2.5. Marketing Analysis 09

3. Technical Study 09
3.1. Physical requirements 09
3.2. The Business Process 10
3.3. The premises or facilities 10

4. The Organization 11
4.1. Legal Structure 11
4.2. Positions and functions 12
4.3. Personnel Requirement 14
4.4. Personnel expenses 14

5. Study of Investment and Financing 15

5.1. Investment 15
5.2. Financing 15

Conclusions 16

Bibliography 17

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1. BUSINESS DEFINITION

1.1. Business description:

Café Riveranace was founded in the year 2017 and is managed by Alexis Rivera.
establishment with a bar and tables where coffee, drinks, and certain items are served
foods, according to the needs of their customers.

This café will be located at 32nd street and Petapa avenue, entrance to the JM Application School.
Dr. Carlos Martínez Durán, with a green and brown facade.

1.2. Differentiating characteristics of Café Rivera

As coffee beverage producers, it is very important that all members of this

businesses know and are aware of our strengths, which undoubtedly make us
different from the others, being the following:

Give a warm welcome to customers.

The welcome is something very important, it determines whether the client feels comfortable or not.
place, that's why at Café Rivera the customer will be greeted with a smile.

Maintain attention with customers

The interaction between the café staff and the customers is important, that's why they
will be attentive to the time of serving the drinks, since in the case of coffee many
Sometimes the ideal is for them to arrive on time and hot, or if they are cold, at their ideal temperature.

Order in the establishment

It will be monitored by the supervisor who is very attentive to the orders that come in and out of the kitchen.
just like its warmth.

Competitive Advantages

Café Rivera will be a different coffee company; since within each restaurant
There will be books so that while they have a coffee or some other product, they can be distracted.
Reading, we will also have calm background music so that each customer arrives.
to relax.

Regular hours will be worked from 6 AM to 10 PM, the price of the beverages will be
accessible to our customers and ensures excellent satisfaction.

Various cold and hot coffee drinks will be offered, as well as regular desserts.
dietary.

We will have completely free home delivery service.

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1.4. Target Audience

Its potential consumers are people of all ages, regardless of their status.
economic, whenever they have the desire to enjoy a good drink of coffee and a delicious
dessert.

1.5 Vision

To be recognized in Guatemala as the leading company in the sale of coffee beverages, to grow through
international franchises and position ourselves as the number one brand of caffeine products.

1.6. Mission

To develop products of excellent quality, to offer our clients high-caffeine beverages.

quality, thus promoting coffee consumption and providing the best service to our consumers, so that
this allows us to maintain our leadership in the market.

1.7. The reasons that justify the Business proposal

The idea of creating a new coffee sales establishment arises because we have observed in
our environment that despite the fact that there are already a good number of educational centers does not cover
the demand for the needs of society that is increasing every day.

Another factor that has driven us is seeing that in our region the coffee beverages that
They sell, their price is very high and people with limited resources cannot access a coffee.

1.8. Business Objectives

Short term:

Start the coffee beverage production process with modern equipment.

Have administrative and operational staff with high capacity and provide a service
of good quality.

3. Continuously train our staff to provide the best service.

our clients.

Medium Term:

Increase our number of clients through good service.

2. Add more coffee beverages to offer to our customers.

3. Maintain the variety of our products, pleasing the palate of our customers.

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 Long Term:

Expand our coffee throughout the region and nationally.

2. Offer Franchises in Latin American countries and grow internationally.

3. To be producers of the raw material used in our beverage production.

coffee

1.9. The Business Strategies

Discount vouchers for the purchase of two or more coffee drinks

Free home delivery

Sale of desserts combined with coffee drinks.

Advertising through different media; local television, radio, magazines,

posters, flyers, and billboards.

2. MARKET RESEARCH OF THE BUSINESS

[Link] analysis

The coffee industry in Guatemala is one of many that has made progressive advancements in
In recent years, coffee is a seed native to Guatemalan soil, the coffee culture
it is becoming increasingly prevalent in Guatemala. Where young people and adults have the culture
to consume this drink, both cold and hot, and the growth of the consumption of this product
grows daily. Here we can see the result of a general survey on consumption of
cafe.
(General Survey)
1. Coffee consumption by age 4%
1. Coffee consumption by age 6%
From 12 years to 15
From 12 years to 15 years
= 4% years
From 15 years to 17 years
= 6% From 15 years to 17
17 years or older = 90% years
Total = 50 surveyed people
17 years or older
90%

2. Coffee consumption per day 2. Coffee consumption per day

A cup a day 4% 6%
A cup a day = 4%
Two cups a day = 6% Two cups a day
Three cups a day = 40%
More than three cups a day 50% Three cups a day 50%
Total = 50 surveyed people 40%
More than three cups
daily

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2.2. Demand Analysis

The aspects that can significantly influence were considered.

The data used were obtained through the survey. (Specify).

No. Factor Feature

If yes due to to the strong

traffic congestion that is experienced
1 Coffee consumption in the office
nowadays in the city, one must go out
very early from home.
Drink this coffee because it is easy to
2 Traditional coffee prepare and is found in any
supermarket.
Only one cup of water is needed
hot and a certain amount dissolves
3 Instant coffee
instant coffee, sugar is added and
ready.
Most people only drink coffee
4 Iced Coffee Drinks in the mornings, when the temperature
it's a bit low.

They have a very sophisticated service, for

5 Specialized stores to attend to their customers, they also have
home delivery service.

2.3. Demand Forecast (Specific survey directed at the general public)

Do you drink coffee in your office?

Do you drink coffee in your office?
If = 50%
Yes No
No = 50%

Total = 50 surveyed people

50% 50%

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What type of coffee do you consume?

What type
Organic
Do you consume coffee? 6%
Organic = 6%

Traditional 94%

50 people surveyed

Traditional
94%

3. How do you like your coffee?

How do you like your coffee?
Ground = 6%
Ground Granulated Soluble
Granulated = 20%
6%
Soluble = 74%

Total = 50 surveyed people 20%

74%

4. Do you drink coffee beverages?

cold? Do you consume coffee drinks?
cold?
Yes = 34%

No = 66% 34%
Yes No

66%
Total = 50 surveyed people

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5. Places where you usually drink coffee?

Street vendors = 6% What are the places where

Do you usually drink coffee?
Specialized stores 70%
Street vendors Specialized stores
Cafeterias = 4%
Cafeterias At home
At home = 20% 6%

20%
50 surveyed individuals 4%
70%

2.4. Analysis of the Offer

Upon observing the environment where Café Rivera will be founded, we realized that there are
coffee drink consumers, there are several competitors, but the market is very vast.

Focusing on the other businesses that sell this product, we are confident that we can
compete at a high level, given that our services will be of high quality and with highly trained staff
qualified, to provide the best service to our customers. This way we achieve a high
demand and this will help us generate considerable income.

2.5. Analysis of Marketing

Café Rivera will offer high-quality coffee products, and the prices will be affordable for the public.
in general, for everyone to have the opportunity to taste a little coffee. This business
It will be located in an area that is very busy with all kinds of people.

3. TECHNICAL STUDY

3.1 Physical Requirements

Description Quantity Value Total

Commercial premises 1 Q.3,000.00 Q.3,000.00

Coffee maker 5 Q. 200.00 Q.1,000.00

Tableware (variety of dishes and utensils) 5 Q.250.00 Q.1,250.00

Plastic chairs 24 Q.30.00 Q..720.00

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Plastic tables 6 Q.100.00 Q.600.00

Wooden tables for the kitchen 3 Q.250.00 Q.750.00

Bottles of pure water 3 Q. 100.00 Q.300.00

Coffee to boil 10 Q.25.00 Q.250.00

Cremora 10 Q. 18.00 Q.180.00

Chocolate 10 Q.15.00 Q.150.00

Baking flour 1 Q.250.00 Q.250.00

Sugar 1 Q.350.00 Q.350.00

Napkins 10 Q.10.00 Q.100.00

Sound Equipment 1 Q.1,200.00 Q.1,200.00

Blender 3 Q.450.00 Q.1,350.00

Total Q.11,450.00

3.2. The business process

Work hours from 6 AM to 10 PM from Monday to Friday

On Tuesday, the operational and administrative staff receive training to provide better service.
service

Wednesday meeting of the partners, to plan general business activities, so

as an analysis to purchase equipment or raw materials necessary that are of great
importance and being utilized better, receiving any quotation from
different suppliers.

3.3. The premises or facilities

Size of the premises 10x20 meters

Kitchen size 4x6 meters
Warehouse size 4x4 meters
Box size and dispatch 2x4 meters
Table area size 12x10 meters

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4. THE ORGANIZATION

4.1. Legal structure

Regarding the Commercial Registry of Guatemala:

The necessary paperwork will be prepared to register Café Rivera.

We will respect what is established by the Commercial Code of Guatemala Decree 2-70, regarding
the registration of a merchant or sole proprietorship.

Regarding the Superintendency of Tax Administration

Café Rivera will register under the following regime:

Small Taxpayer Regime:

Laws that regulate: Value Added Tax Law – Tax Code.

This regime is the type of regime that pays its taxes through a single rate of
5% on their global income on a monthly basis, that is, on the total of their invoices, between
its characteristics are the following:

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 You can only invoice up to the amount of Q 150,000.00 annually to belong to this.
Regimen.
Exempt from paying Income Tax
Exempt from making quarterly income tax payments
Exempt from paying the Solidarity Tax
It doesn't require as much paperwork as the other regimes, you only pay your 5% monthly through
VAT sworn declaration.
It does not maintain complete accounting, it only authorizes a Book of Purchases and Sales.
Small Taxpayer.
Their invoices do not generate the right to tax credit for the taxpayers who contract.
your services or make purchases.
They are not required to have a registered accountant.

This regime is ideal for small entrepreneurs who are starting their operations and who do not
they will have large sales volumes in the year, for accountants, technicians, people who
they provide services and individuals who invoice their salaries when they are not on the payroll.

4.2. Positions and functions

Business Organization Chart:

Board of Directors

Store Manager

Cashier
Waitresses Cooks

Job Description and Functions Manual

It is a technical and procedural tool necessary for the management of human resources.
linked to each of the positions by occupational areas in a company. Contains in the form
ordered and systematic, information about organizational aspects necessary for the best
execution of the work.

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Legal aspects:

The Guatemalan Labor Legislation will be taken into account regarding rights and obligations.
the workers of the private sector, those that support are:

Political Constitution of the Republic of Guatemala

Labor Code

Job Description

Store Manager

Keep track of stock in the workplace

Coordinate the staff that provides services within Café Rivera
Account for the money from the provisions consumed by the public during the day
Determine the provisions that are needed by formulating your requisitions and reporting them to
his immediate boss
Monitor that the workplace remains clean.

Cashier

Receives daily money from the sale of food and other services provided
at the Rivera Cafe
Check the food that the person is carrying on the tray.
Mark in the box the sums corresponding to the cost of the order
The money is received and change is given to the customer if necessary.
Deliver invoice to the customer
Provides daily information to the public about product prices
Inform the customer about product prices
You answer the questions in general that the client asks.

Waiter (or)

Responsible for serving the table

Provide a friendly, efficient, and courteous service with a high degree of professionalism.
companionship
Resolve initially or definitively the complaints from clients or report them to
your immediate boss
Provide the client with general information when required.
Report to the immediate supervisor on shift upon arriving at the restaurant and upon leaving.

Cook

Organize the drinks and desserts according to the menu of the day
Serve in appropriate portions for each person
Take enough care with kitchen utensils in a hygienic way
Be responsible for the inventory of raw material supplements and utensils in your area.
of work
Prepare the drinks and desserts in an orderly and quick manner without neglecting the good
flavor and hygiene

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4.3. Personnel requirement

Store Manager

Bachelor in Sciences and Letters with a Focus on Finance and Administration

From 18 to 30 years old
Female or male gender
Minimum 1 year of experience in a similar position

Cashier

Title of Certified Public Accountant or Bachelor in Sciences and Letters with a Focus on Finance and
Adm.
Aged 18 to 30 years
Female gender
Minimum of 1 year of experience in a similar position

Waiter (or)

Third Basic Diploma

Aged 18 to 30 years
Female gender
Minimum of 1 year of experience in a similar position

Cook

Chef specializing in beverages and desserts

From 18 to 35 years old
Female or male gender
Minimum of 3 years of experience in a similar position

4.4. Personnel expenses

Bonus No. Of
Position or Role Salary Total
Incentive hiring

Store manager Q.2,750.00 Q. 250.00 1 3,000.00

Cashier Q.2,500.00 Q. 250.00 1 Q.2,750.00

Waitress (or) Q.2,250.00 Q. 250.00 1 Q.2,500.00

Cook Q.2,650.00 Q. 250.00 1 Q2,900.00

Total 10,150.00 Q.1,000.00 4 Q.11,150.00

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5. STUDY OF INVESTMENT AND FINANCING

Investment

Financing

Partner Contribution
Alexis Alejandro Alborán Álvarez Q.2,500.00
Brian Steven Benítez Caal Q.2,500.00
Zoila Melisa Gamarro Hernández Q.2,500.00
Anastasia Saraí Fernández Pérez Q.2,500.00
Sosa Ventura, Williams Vitelino Q. 2,500.00
Total Capital Q. 12,500.00

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 CONCLUSIONS

The implementation of the business plan served as a guide for the future creation of
a small company, specialized in selling coffee beverages.

The planning helped to determine the weaknesses and strengths of the project.
opening up space for future considerations, with the aim of being able to
to develop the business in the most appropriate and efficient way possible.

A guide was created to keep the business on track, in case it

to be implemented, considering all the necessary dimensions to
establish it and develop it at some point.

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BIBLIOGRAPHY:

Navarro Miranda Antulio Moisés. (2014). Productivity and Development /

Accounting Second Basic. City of Guatemala: Editorial Guatemala.

Ruiz Orellana, Alfredo Enrique. (1970). Commercial Code of Guatemala -

Decree 2-70. City of Guatemala: ALMAR, S.A.

Ruiz Orellana, Alfredo Enrique. (1991). Tax Code - Decree 6-91, City
from Guatemala: ALMAR, S.A.

Ruiz Orellana, Alfredo Enrique. (2012). Tax Update Law

Decree 10-2012, Guatemala City: ALMAR, S.A.

Ruiz Orellana, Alfredo Enrique. (1992). Value Added Tax Law

Decree 27-92, Guatemala City: ALMAR, S.A.

E-graphy:

Unable to access external content.

Consultation date: 30/04/2017 time: 15:35 hours.

[Link]
Consultation date 01/05/2017 time: 17:43 hours.

Unable to access external links.

Consultation date 01/05/2017 time: 20:05 hours

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