JJB will succeed by offering consumers high quality coffee, espresso, and bakery products with personal service at a competitive price.
5.1 Competitive Edge
JJB's competitive edge is the relatively low level of competition in the local area in this particular niche.
5.2 Sales Strategy
As the chart and table show, JJB anticipates sales of about $491,000 in the first year, $567,000 in the second year, and $655,000 in the third year of the plan.
| Sales Forecast |
| Espresso Drinks | 135,000 | 148,500 | 163,350 |
| Pastry Items | 86,000 | 94,600 | 104,060 |
| Other | 0 | 0 | 0 |
| Total Unit Sales | 221,000 | 243,100 | 267,410 |
| Espresso Drinks | $3.00 | $3.15 | $3.31 |
| Pastry Items | $1.00 | $1.05 | $1.10 |
| Other | $0.00 | $0.00 | $0.00 |
| Espresso Drinks | $405,000 | $467,775 | $540,280 |
| Pastry Items | $86,000 | $99,330 | $114,726 |
| Other | $0 | $0 | $0 |
| Total Sales | $491,000 | $567,105 | $655,006 |
| Espresso Drinks | $0.25 | $0.26 | $0.28 |
| Pastry Items | $0.50 | $0.53 | $0.55 |
| Other | $0.00 | $0.00 | $0.00 |
| Espresso Drinks | $33,750 | $38,981 | $45,023 |
| Pastry Items | $43,000 | $49,665 | $57,363 |
| Other | $0 | $0 | $0 |
| Subtotal Direct Cost of Sales | $76,750 | $88,646 | $102,386 |
