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BUSINESSPLANx13THECOFFEESHOPPage2TABLEOFCONTENTSSTATEMENTOFNON-DISCLOSURECONFIDENTIALITY...............................................................4EXECUTIVESUMMARY....................................................................................................................5BUSINESSOVERVIEW......................................................................................................................7BUSINESSGOALS.........................................................................................................................9ImmediateGoals......................................................................................................................9Short-TermGoals.....................................................................................................................9Long-TermGoals....................................................................................................................10BUSINESSMANAGEMENT.........................................................................................................11LOCATIONANDFACILITIESOFTHEBUSINESS...........................................................................11PRODUCTSANDSERVICES............................................................................................................12COMPETITIVEADVANTAGES.....................................................................................................13INDUSTRYOVERVIEW...................................................................................................................15OVERALLSIZEOFTHEINDUSTRY..............................................................................................15DEMOGRAPHICS........................................................................................................................17Highlights-2003CanadianCoffeeDrinkingStudy................................................................20DemographicsOnCoffeeInAnytown....................................................................................23TheCanadianCoffeeIndustry................................................................................................28MARKETINGSTRATEGY.................................................................................................................31PRICE..........................................................................................................................................31PROMOTIONDISTRIBUTIONSTRATEGIES....................................................................................32TARGETMARKET.......................................................................................................................33