The Brew Coffee Shop – Business Plan
When deciding to choose a local business to open, our team realized a great need for a shop that not only served coffee, but served the community, and the world. We looked at what was currently being offered by coffee shops in State College and found none that fully followed an eco-friendly or globally responsible approach. By taking a focused approach, we felt that we could meet the burgeoning demand for Fair Trade Coffee and a Locavore philosophy.
Fair Trade coffee is coffee sold with the understanding and guarantees that the overseas small coffee farmer is paid a fair price for his beans, it provides money to the farmer’s local economy, schools, and infrastructure. Customers can find value in the fact that they are buying coffee that doesn’t only profit large corporations that often have a history of not considering the plight of the growers. These growers are often disadvantaged farmers in unregulated countries. Free Trade products ensure that a fair percentage of the profits made from their coffee beans are used to provide reasonable compensation to the farmer.
Our team also realized that we could use eco-friendly cups and other staples, along with a mission of using local suppliers to reduce our carbon footprint. This strategy is called being a locavore. We support the local community with economic gains, as well as finding a way to address climate change and delivery costs. We will use Meyer Dairy for dairy products and local roasters and bakeries as our suppliers; any surplus inventory will be donated to the State College Food Bank. This will be a management function to ensure we remain competitive. We feel these donations are part of our overall strategy of being supportive of Centre County.
Along with the above fundamental actions, we will pay our employees a living wage rather than a minimum wage. An employee will start with a wage of $15.00/hr, then after a year, a wage of $16.50.00/hr. Not only will this wage ensure we employ the best employees, but it will also provide rewards for loyal and hard-working staff. All staff will be given an increase each year of at least the increase in the cost of living (more if employees merit). Our best employees will be moved into management positions and receive a competitive benefits package, as soon as they are qualified. This will allow the owners to travel to trade shows, explore growth options, and focus on management responsibilities.
Mission Statement:
We at The Brew don’t believe in a business school’s insistence on having an organizational mission statement. What we believe is that a tight group of people, with the support of a compassionate community, can better the lives of our neighbors across the street or around the globe.
We uphold this commitment by using every available local supplier, Fair Trade coffee growers, and our customer’s mindful actions. By using local providers of dairy products, supplied by Myer Dairy, we not only increase benefits to the local economy but decrease our impact on the world’s environment. The closer our partners, the less fuel is used for delivery. This initiative reduces the impact of our carbon footprint.
By offering Freetrade coffees, served by employees earning a living wage, we remain true to both our personal practice and our determination to show respect for our employees.
We do this because we understand that it is not wealth that makes one happy, it is happiness that makes one rich. Visit our shop, enjoy our coffee, celebrate the service, and leave feeling just a little bit richer
Glen A Plumley Portfolio 