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Business Overview

coffeeHolic was established on February 1st, 2021. It is located near Hong Bang Secondary School, which is in the center of District 5. CoffeeHolic is an ideal coffee shop that offers tasty drinks, delicious desserts and treats, and a vintage decoration and atmosphere for customers to hang out with their friends and take photos, which has been the trend for Vietnamese people, especially among young people in recent years (Stephenson, 2019). The coffee shop is decorated with the old Saigon style of the 1970s.
coffeeHolic - Bringing back feelings of the good old days. At coffeeHolic, the key compelling values will be quality services and a place that offers a unique decorating style (bearing Saigon of the 19070s), tasty beverages including signature items that reflect on the Vietnamese’s coffee culture, and reasonably satisfying desserts and treats. In addition to that, we also take advantage of seasonal phenomena and occasions by furnishing our shop with season-based ornaments and decorations. By obtaining pieces of information about our targeted group of customers (15 to 35 years of age) to fully understand the trends that are appearing among them as well as their expectations, that actually allows us to develop and serve our customers with better quality service. Last but not least, there are two ways that the customers can help our shop to grow, which can be either through direct feedback at the shop or through a hotline. With a vintage vibe of the old Saigon in the 1970s, coffeeHolic’s founders and co-owners hope to bring back the feelings of the good old days of Saigon, which is always a good thing to experience.
At coffeeHolic, we offer these services:

-Serving drinks and desserts

-Cleaning tables, chairs, utensils, and keeping the whole shop clean

-Serving the customers

-Packaging (treats) and preparing to-go drinks

-Stocking up on products as needed

-Ensuring that the customers are served well (paying attention to allergies, feedback, etc.)

-Ensuring sustainability by using environmental-friendly materials and ingredients

Cam Hua (Shift Supervisor, Full-time Barista; Co-owner)

I am studying my last semester at George Brown College, in the Diploma program of Tourism and Hospitality Management. In the meantime, I am also working at Tim Hortons as a part-time barista with great workplace flexibility and customer service skills. My post-secondary diploma and job experience support me to develop a customer service attitude, excellent communication, and hands-on experience with beverage equipment. Besides being the owner of CoffeeHolic, I also work full-time at the coffee shop as a shift supervisor. Specifically, I have a general knowledge of the shop operations while possessing excellent leadership, training, and development skills. As a result, I am willing to work effectively with the manager and other peers for contributing to the team’s success.

Nhu Tran (Shift Supervisor, Co-owner; Co-founder)

I am studying my last semester at George Brown specializing in Tourism and Hospitality Management. I have over two years’ experience in customer service creating ranges of abilities in persuasive speaking skills, clear communication skills, and strong adaptability. At the moment, I am working part-time at KGS Research as a customer service representative conducting outbound calls to complete public opinion surveys. Moreover, I completed a Post- Crisis Hospitality Management Certificate which can be considered an essential learning step to support the business and make it more attractive than others’ after the pandemic. Being the shift supervisor and co-owner of CoffeeHolic, I would like to assist the customers in providing feedback for the shop. I am looking forward to working with other colleagues to boost the reputation of coffeeHolic.

Mi Nguyen (Cafe Manager, Co-owner; Co-founder)

Currently, I am enrolled in Tourism and Hospitality Management program at George Brown College. This program has prepared me well with a solid educational foundation for the industry. During the fourth semester, I am working as a part-time barista at Real Fruit where I build up my experience and personal qualities to strengthen my customer service skills. As an experienced Cafe Manager, my knowledge aligns well with the qualifications required at CoffeeHolic. In particular, with more than two years’ experience in the day-to-day operations of cafe shops, I have been able to enhance customer service strategies, coordinate with vendors and suppliers, recruit and train employees on beverage preparation as well as equipment use.

Minh Phong Ly (Cafe Associate, Cafe Marketer; Co-Owner)

I am an organized person with proven marketing and administrative qualifications required for CoffeeHolic. I possess one year of work experience in diverse organizations focusing on customer service and office administration. In particular, I used to work part-time as a salesman and cashier at a FamilyMart convenience store. Besides that, I am studying the last semester in the Tourism and Hospitality Management program at George Brown College while doing the internship as an office assistant at Flight Centre. Therefore, I am well-prepared in customer service, office administration, and social media management with essential marketing skills. At coffeeHolic, I will provide guests with high-qualities customer service and develop specific marketing strategies for the team.

Bao Han Nguyen (Cafe Associate, Accountant; Co-owner)

I am a passionate and self-discipline student in the last semester of the Tourism and Hospitality Management program at George Brown College. The program provides me with effective communication, planning skills, and attention to detail. I have experience in customer service as a cashier and server at a Home-Cook Family BB restaurant. I volunteered for many organizations in the industry, such as front desk receptionist at Fashion-technology Club. I was also a team member who was responsible for public relations strategies at Evendria Project, and a project assistant at Vietnam Children’s Hospital. Besides that, at George Brown College, I developed an excellent knowledge of accounting regulations and procedures along with good analytical skills. Therefore, I am very confident in managing the financial documents and procedures of our business.

-The best location to start a business: storefront

-Location address: 138 Hong Bang Street, Ward 12, District 5, Ho Chi Minh City, Vietnam

Price: 15 million VND/month

(~900 CAD/month)

*Water & Electricity are not included

Dimensions: 3 m x 11 m

Website: bds123.vn

LOCATION

The location on Hong Bang street would benefit us as it offers many opportunities for our business operation and future growth. In particular, our target customers that the business is going to serve mainly consist of people aged 25 to 34 years old, such as local students/teachers/office workers, etc. Besides that, residents and businessmen are also potential visitors to our shop.

There are nearby secondary schools, general hospitals, tourist destinations that will provide us with quite a large number of target customers. Currently, the community is eager to attract our business by local incentives with reasonable lease prices.
The business does not face any supply restrictions because, from coffeeHolic, we can access local suppliers for daily ingredients, beverage equipment, and wholesales products thanks to its strategic location in the economic hub of District 5.
Opening a new coffee shop in the area would give customers new options for different types of service and products. Consequently, proximity to other businesses in the area is ideal for competitiveness and future development. the realistic cost of the lease is competitive compared to other locations in District 5.
This location is very ideal and suitable for business development in terms of site history, physical facilities, and geographic and demographic characteristics.

Legal Structure

Company Structure - Partnership
The Intellectual Property Protection - Copyright
CoffeeHolic will be operated in the form of partnerships, meaning five people are managing the business operations. All partners are responsible for equal liabilities as well as financial benefits. In particular, CoffeeHolic is formed under a general partnership, where the individuals have to share their profits and liabilities equally (Kopp, n.d., para. 5). We choose this type of legal structure because of the various advantages this formal arrangement brought to the start-up entrepreneurs. Firstly, in Vietnam, while a partnership is believed to receive many tax benefits compared to other types of businesses, the coffee shop is established easily thanks to low start-up costs under this type of business structure, and “all parties share legal and financial liability equally” (Kopp, n.d., para. 5). Besides that, “two heads (or more) are better than one” (Business Tasmania, Tasmanian Government), co-owners can share their responsibilities, and we do not need to employ outsiders helping with daily operations of this small business. Additionally, all partners can share their knowledge, experience, and skills needed for the success of an organization. CoffeeHolic has two seniors with abundant work experience in the industry, one excellent accounting-oriented member, and two experienced partners with strong marketing and customer service skills.

5 to 10 Year Strategic Business Plan

coffeeHolic’s vision is to bring to our customers the most extraordinary collection of Vietnamese coffee flavours. Our coffee shop set the goals to fit the SMART. In specific terms, we want to make our brand become more well-known and be a preferred choice of coffee brands among the customers for outstanding quality and service throughout the country by 2026. With that being said, our team will work hard to select and provide an extraordinary taste of coffee from the most quality coffee beans that come from the best coffee farms in our country.
Our current goal is to grow as one of the leading coffee shops in Ho Chi Minh City. In order to achieve success, our coffee shop has made efforts towards network expansion and brand recognition by decorating the shops with a vintage vibe to attract the curiosity of young customers as well as older ones.
Being excellent in customer service is also one of our visions in the upcoming years. We will try our best to always provide the best customer services and products to our customers. Additionally, advertising and promotion will also play essential roles in connecting our coffee shop with coffee lovers. The customers will be updated on our latest menu as well as special offers.
We set the time bound for being a nationally well-known brand within 5 years and in the near future, our team will try to launch our first coffee shop around Asia.
As a result, the vision for coffeeHolic is not only developing our brand to become a national brand but also branching our brand worldwide.

Daily Mission

To achieve those visions, we are committed to serving high-quality and fresh products/services. We will try to ensure that our coffee beans are chosen carefully. While we offer traditional kinds of coffee such as Ca Phe Sua Da, Egg Coffee, etc., we as well have other modern kinds of beverages to enhance customer’s experience at our shop. Other products like desserts are also made fresh every day, especially the signature items.
Every staff will be trained with care and is informed about our vision and mission. We want to create a cozy and friendly environment for the customers to enjoy.
We will make changes in decoration and install new items for special occasions around the year like Christmas, Valentine’s day, and Lunar New Year but the vintage vibe will be kept all year round.
The quality of products will be maintained consistently so that customers are not disappointed when they return to our shop. Customer satisfaction is our priority as they can leave any feedback for us.
Our coffee shop is expected to be a multiple-purpose place for everyone. It can be a great place to enjoy a cup of coffee and converse with friends, or it can also be a good place to study or work.
To make the shop become more well-known in the future, we will focus on marketing by social media platforms such as Facebook, Instagram, and Tiktok because these platforms are the most popular ones in Vietnam.

Goals & Objectives

It is critical to have a great product, and our coffee shop aims to provide the highest quality and most fascinating types of coffees, teas, and refreshing drinks to all of our customers. Rachel Jenkins stated that “By serving fresh, quality coffee, you can increase your customer’s length of stay while encouraging additional add-on purchases including pastries or dessert.” (Jenkins, n.d., para. ). By serving the best beverage for customers, we intend to check the quality of drinks by customer feedback through regular reviews. This can ensure that our entire team is delivering excellent drinks for customers (Jenkins, n.d.).
CoffeeHolic offers monthly training programs so that staff members can adequately address workplace safety, develop customer service skills, and increase performance abilities in the Food and Beverage Industry (Reynolds, 2019)
CoffeeHolic also focuses on its decoration to make customers impressed, and be inspired by the vintage vibe helping the brand be recognized by customers. To achieve this, we will cooperate with a designer to get the very best results for our opening.
Besides that, CoffeeHolic comes up with decorating ideas based on diverse holidays and special events annually organized. The ideas will be planned by a professional and coffee shop staff.
All beverages’ ingredients and all desserts will be consistently sourced and carefully chosen to ensure that they will satisfy the customer’s needs in terms of both quantity and quality (Bunnell, 2020), (Caramela, 2020).
We will try to create beverages from the freshest and finest ingredients by offering different drinks for each season in Ho Chi Minh City. When we buy the ingredients at the correct harvest season, the price is lower meanwhile the quality of the produce is even better than the fruits harvested out of season. Therefore, we cannot only create fresh products for our customers but also improve the profitability of our business.

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