Quick answer: A coffee shop business plan should include an executive summary, your concept, market and competition, menu and pricing, operations, marketing, team, startup budget, financial projections with break-even, and your funding request. The most important part is the numbers: projected drinks per day, average ticket, cost of goods, labor and rent, so you know whether the shop works before you sign a lease.
Key takeaways
- The plan is for you first, then lenders and investors.
- Numbers drive decisions: drinks per day, ticket, costs, break-even.
- Be specific about your location and customer.
- Build conservative, base and optimistic scenarios.
The template, section by section
1. Executive summary (1 page)
Your concept, location, target customer, what makes you different, how much funding you need and how you'll repay or reward it. Write it last.
2. Concept
Type of shop (café, kiosk, drive-thru, cart), atmosphere, menu focus, hours, and the one sentence that explains why customers will choose you.
3. Market and competition
- Who lives, works and passes by your location, and when
- Demand context: 66% of U.S. adults drink coffee daily
- Competitors within walking or driving distance: prices, hours, strengths, gaps
4. Menu and pricing
Draft menu with prices and cost per drink for each item. Use our cost per drink guide and menu pricing guide.
5. Operations
Hours, staffing by daypart, suppliers, equipment list, workflow, inventory system, food safety. Link to your equipment checklist.
6. Marketing
Pre-opening plan, launch, social media, local partnerships, loyalty program, branding (signage, cups, merch).
7. Management and team
Your experience, key hires, advisors (accountant, attorney, mentors).
8. Startup budget
Every line item: build-out, equipment, permits, deposits, inventory, branding, pre-opening payroll, working capital, contingency. See our startup costs guide.
9. Financial projections
Three years monthly for year one, quarterly or annually after:
| Projection | What to include |
|---|---|
| Sales | Drinks per day by daypart × average ticket × days open |
| Cost of goods | Ingredients and packaging as a share of sales |
| Labor | Scheduled hours × wage, plus payroll taxes |
| Occupancy | Rent, common area charges, utilities |
| Other | Card fees, insurance, marketing, repairs, software |
| Break-even | Drinks per day needed to cover all costs |
Build three scenarios: conservative, base and optimistic.
10. Funding request
How much, what for, and the type of funding. SBA 7(a) loans, for example, can be up to $5 million and cover working capital and equipment, through participating lenders.
Stress-test it
Ask: what happens if sales are 25% below plan for six months? If rent rises? If a key barista leaves? Lenders will ask too. And remember the base rates: BLS data show about 55% of accommodation and food services establishments were still open after five years. A plan that survives the hard questions improves your odds.
Next step
When the numbers work, move to our step-by-step guide to opening a coffee shop.
Put your brand in the plan
Branded cups, sleeves, signage and merch belong in your marketing section and your budget. Affogato Bean quotes per product with design help included. See products or talk to us.
General information, not financial or legal advice.
Frequently asked questions
What should be in a coffee shop business plan?
An executive summary, concept, market and competition analysis, menu and pricing, operations plan, marketing plan, management and staffing, startup budget, financial projections including break-even, and funding request.
How long should a coffee shop business plan be?
Long enough to answer a lender's or investor's questions clearly, often 15 to 30 pages plus financial spreadsheets. Clear numbers matter more than page count.
Do I need a business plan if I'm self-funding?
Yes. The plan is primarily a tool for you to test whether the concept, location and numbers work before you commit savings to a lease and build-out.
Sources
- U.S. Small Business Administration, “7(a) Loans.”
- U.S. Bureau of Labor Statistics, “34.7 percent of business establishments born in 2013 were still operating in 2023.”
- Daily Coffee News, “Two-Thirds of Americans Drank Coffee Yesterday, NCA Report Finds.”
Sources checked October 2026. Statistics are reported as published by each source.