Example document structure
🧭 Concept
A "coffee-to-go + 6 seats" coffee shop in a densely built residential district with weak competition within walking distance. Focus on speed of service in the morning (peak 7:30–9:30) and a cosy atmosphere during the day for people working remotely. Average ticket targeted at ₽350–450 (≈ $4–5).
📍 Market analysis (brief)
Within a 1 km radius — 2 direct competitors (a chain coffee shop and a mini coffee point), both without seating. Footfall at the location — around 4,000 people/day according to pedestrian traffic data. Open niche: a proper place for a short meeting or remote work, not just takeaway coffee.
⚖️ SWOT analysis
💰 Financial model — key figures
| Start-up investment (renovation, equipment, initial stock) | 2 500 000 ₽ |
| Average ticket | 400 ₽ |
| Projected monthly revenue (steady state) | 780 000 ₽ |
| Fixed monthly costs (rent, payroll, utilities) | 430 000 ₽ |
| Break-even point | Month 11 |
| Net profit margin (year 2) | ~18% |
⚙️ Operating plan
Opening hours 7:00–21:00, 2 shifts of 2 baristas each. Raw materials purchased twice a week from a single supplier for consistent quality. First 3 months — focus on morning traffic and local marketing (leaflets, partnership with the business centre opposite); from month 4 — delivery via aggregators to expand into daytime and evening hours.
Results
- The investor made a funding decision within 2 weeks
- Investment raised — ₽2.5 million (≈ $30,000)
- Break-even per the financial model: month 11 of operation
- Turnaround: 6 working days, a 38-page document
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