Skip to main content

The School of Arts and Enterprise

Main Menu Toggle

Business Entrepreneurship (Period 2)

Mr. William Bissic


Course Description

The goal of the Business Entrepreneurship course is to aid our student artists in defining their personal goals, understand marketing and self-promotion, and nurture financially literate entrepreneurs. This course uses project-based learning to explore the intersections between art and business. The Business Entrepreneurship course will provide, through projects and class discussions, a foundation in the principles of economics and entrepreneurship.

Upcoming Assignments See all

Could not find any upcoming assignments due.

See all posted assignments for this class.

Recent Posts

Rhetorical appeals

Rhetoric: The art of persuasion.
Rhetor: The speaker or writer who is attempting to persuade the audience.
Ethos: Credibility or trust; The rhetor cites credible sources or establishes credibility through professional tone or title.
Logos: Reason or logic; The rhetor uses logical organized arguments by referencing studies, statistics, or logical analogies.
Pathos: Emotions or values; The rhetor sways the audience's emotions using stories, vivid imagery, and inspirational quotes.

Service Learning Proposal Presentation

Below is an outline for the your proposal presentations.
  1. Introduction of your group members
  2. Introduce the need in your community that you will address
  3. Present data/ statistics to justify that this is in fact a need within your community
  4. Present a minimum of two pieces of research, explaining what has been done historically to meet this need (use your annotated bibliographies).
  5. Explain your Service Learning Project
    1. What are the service outcomes?
    2. What would your volunteers be doing?
    3. What skills would you and your volunteers gain?
  6. Introduce two potential community partners
    1. What would their involvement be?
    2. What would they have to gain by working with you?
  7. What are the time parameters for the project? Is it a one-time event or is it recurring?
  8. Describe the ideal volunteer, and explain your plan for acquiring them.
  9. End with a call to action

Service Learning Proposal Form

Agency name:

Agency description:

Contact information:

Phone Numbers

Name of Service Learning Project

  1. Service outcomes - Who do you want to help? What impact do you want to make?
  2. Actions service learners will perform - What will the volunteers be doing?
  3. Learning outcomes - What skills would you like to gain? What skills will the volunteers gain?

Project Time Parameters

Is this a one-time event/service? If it's recurring, how often will it be?

Requirements Of Service Learners - Are there any specific job/ skill requirements for the participants?

Age - Is there a minimum age for the volunteers? If so, what is it?

Community Partners List

  1. Create a google doc in your Service Learning folder entitled "Community Partners List."
  2. Each group member is responsible for two entries on this document. The entries should follow the following template:
    1. Name of community partner
    2. Description of organization (you can copy and paste from the "About Us" section from company's website"
    3. Explanation of how your Service Learning project could benefit from this partnership
    4. URL (website address) to company's homepage
Community Partners List
William Bissic
  • The Glasshouse
  • All ages performance venue located 25 miles east of Los Angeles. This Downtown Pomona venue, historically, has been a tour stop for national bands as well as a host venue for local music festivals.
  • Because we are interested in curating a low-cost music show that brings awareness to fostered youth in Pomona, we feel like it is in an ideal location and has the physical capacity to meet the needs of our show. Maybe the Glasshouse could sponsor the event and give us a discount on using the space.

Business Letter Format

Directions: Write a letter to a community partner using the attached file as a template. Details to how to write each field is listed below. Titled the Google doc "MyName_Letter to Community Partner"
Business Letter Template Fields:

Date: Use month, day, year format, e.g., March 3, 2012 or 3 March 2012

Sender's Address: It is a good idea to include sender's email and url, if available. Don't include this information if it's already incorporated into the letterhead design. This will allow customers to find your small business more quickly.

Inside Address: Use full name. Mr./Ms. is optional

Salutation: Be sure to use a colon at the end of the name, not a comma as in personal letters

Body Text:

  1. Brief description of why you are interested in participating in this Service Learning Project
  2. A discussion of any skills that you have that you bring to this project
  3. A brief description of how the community partner could contribute (and benefit from) the Service Learning objective

Closing "Call to Action": State what the reader needs to do and what you will do to follow up

Signature Block: Sign your letter in blue or black ink

Enclosures: Use if you have an enclosure

Carbon Copy: Use if you are sending a copy to additional person(s)

Service Learning Quote Response

Choose a quote that aligns best with your idea of service learning. Explain why this quote represents your feelings. 1 PAGE MINIMUM.


“If we do not act. We shall surely be dragged down the long, dark and shameful corridors of time reserved for those who possess power without compassion, might without morality, and strength without insight.” —Dr. Martin Luther King, Jr.


“A different world cannot be built by indifferent people.” —Horace Mann


“I believe that serving and being served are reciprocal and that one cannot really be one without the other.” —Robert Greenleaf, educator and writer


“Never doubt that a small group of thoughtful, committed citizens can change the world: indeed, it’s the only thing that ever has.” —Margaret Mead


“Unless you choose to do great things with it, it makes no difference how much you are rewarded, or how much power you have.” —Oprah Winfrey

Business Plan Revision

Please go over you business plan. Check it against what is being asked of you in the attached outline. Make sure to be as detailed as possible. Add a Title Page and Table of Contents.
FINAL IS DUE BY 12/15/17!
See attached document.

Financial Plan (example)

6. Financial Plan

Java Culture will capitalize on the strong demand for high-quality gourmet coffee. The owners have provided the company with sufficient start-up capital. With successful management aimed at establishing and growing a loyal customer base, the company will see its net worth doubling in two years. Java Culture will maintain a healthy 65% gross margin, which combined with reasonable operating expenses, will provide enough cash to finance further growth.

6.1 Break-even Analysis

With average monthly fixed costs of $20,300 in FY2001 and an average margin of 65%, Java Culture's break-even sales volume is around $31,300 per month. As shown further, the company is expected to generate such sales volume from the outstart.

6.2 Projected Profit and Loss

Annual projected sales of $584,000 in FY2001 translate into $254.00 of sales per square foot, which is in line with the industry averages for this size of coffee bar. Overall, as the company gets established in the local market, its net profitability increases from 17.06% in FY2001 to 17.63% in FY2003. The table below outlines the projected Profit and Loss Statement for FY2001-2003.

Sales $584,000 $642,400 $706,640
Direct Cost of Sales $204,400 $224,840 $247,324
Other $0 $0 $0

Market Analysis Summary (example)

3. Market Analysis Summary

U.S. coffee consumption has shown steady growth, with gourmet coffee having the strongest growth. Coffee drinkers in the Pacific Northwest are among the most demanding ones. They favor well-brewed gourmet coffee drinks and demand great service. Eugene, OR, with its liberal and outgoing populace and long rainy winter, has traditionally been a great place for coffee establishments. Java Culture will strive to build a loyal customer base by offering a great tasting coffee in a  relaxing environment of its coffee bar located close to the bustling University of Oregon campus.

3.1 Market Segmentation

Java Culture will focus its marketing activities on reaching the University students and faculty, people working in offices located close to the coffee bar and on sophisticated teenagers. Our market research shows that these are the customer groups that are most likely to buy gourmet coffee products. Since gourmet coffee consumption is universal across different income categories and mostly depends on the level of higher education, proximity to the University of Oregon campus will provide access to the targeted customer audience.


3.2 Target Market Segment Strategy

Java Culture will cater to people who want to get their daily cup of great-tasting coffee in a relaxing atmosphere. Such customers vary in age, although our location close to the University campus means that most of our clientele will be college students and faculty. Our market research shows that these are discerning customers that gravitate towards better tasting coffee. Furthermore, a lot of college students consider coffee bars to be a convenient studying or meeting location, where they can read or meet with peers without the necessity to pay cover charges. For us, this will provide a unique possibility for building a loyal client base.

3.3 Market Needs

General trend toward quality among U.S. consumers definitely plays an important role in the recent growth in gourmet coffee. Additionally, such factors as desire for small indulgencies, for something more exotic and unique, provide a good selling opportunity for coffee bars.

3.3 Competition and Buying Patterns


According to the 1997 Oregon Food service Statistics (NAICS 72), Eugene had 45 established snack & non-alcoholic beverage bars (NAICS 722213) with total sales of $14.2 million. Among other establishments that offer coffee drinks to their customers are most of Eugene's limited- and full-service restaurants. Java Culture's direct competitors will be other coffee bars located near the University of Oregon campus. These include Starbucks, Cafe Roma, The UO Bookstore, and other Food service establishments that offer coffee. Starbucks will definitely be one of the major competitors because of its strong financial position and established marketing and operational practices. However, despite of Starbuck's entrenched market position, many customers favor smaller, independent establishments that offer cozy atmosphere and good coffee at affordable prices. Cafe Roma is a good example of such competition. We estimate that Starbucks holds approximately 35% market share in that neighborhood, Cafe Roma appeals to 25% of customers, The UO Bookstore caters to another 10%, with the remaining market share split among other establishments. Java Culture will position itself as a unique coffee bar that not only offers the best tasting coffee and pastries but also provides home-like, cozy and comfortable environment, which established corporate establishments lack. We will cater to customers' bodies and minds, which will help us grow our market share in this competitive market.

Buying Patterns

The major reason for the customers to return to a specific coffee bar is a great tasting coffee, quick service and pleasant atmosphere. Although, as stated before, coffee consumption is uniform across different income segments, Java Culture will price its product offerings competitively. We strongly believe that selling coffee with a great service in a nice setting will help us build a strong base of loyal clientele.

Execution (sample)

4. Execution

The Dark Roast Java coffeehouse uses a strategy of total quality—in product and service. Our promise is in our location, the products we sell, the people we attract and the atmosphere we create.

Strategic Assumptions:

  • People want a better-tasting coffee drink
  • Coffee drinkers want a more inviting coffeehouse environment
  • Coffee drinks are considered an affordable luxury
  • The coffeehouse industry is largely unaffected by the economy and world events
  • Dark Roast Java offers several unique advantages over all other coffeehouses

4.1 Competitive Edge

Our competitive edge, compared to the other coffeehouses in the greater Pleasantville area includes the following:

  • A significantly higher quality, better tasting coffee product.
  • Our current location can arguably be considered the best in the market—in the heart of the downtown shopping, dining, entertainment and cultural district in Pleasantville and adjacent to the historic Egyptian Theatre.
  • An ambiance superior to all other coffeehouses in the area with upscale "Cote d'Azur" look. It features stained glass decorations, art glasswork, Mediterranean Riviera style furnishings and outdoor dining.
  • The only coffeehouse downtown to provide regular weekend evening entertainment.
  • A wider variety of popular drinks than our competitors, including flavored coffee drinks, tea, chai, cocoa, juice and Italian sodas. We have several drink options for people who don't drink coffee: tea, cocoa, juice and smoothies.
  • Our Internet website will include sales of whole coffee beans, tea, chocolates, gift items and gift baskets.

4.2 Marketing Strategy

Other coffeehouses rely almost entirely on word-of-mouth marketing to generate business. We will engage in an ongoing aggressive marketing program that will help us establish profitability quickly and set the stage for continual growth.

Our strategy will be to position Dark Roast Java as the "Lexus" of coffeehouses, offering a high quality product and superb service in a superior environment.

4.3 Sales Strategy

Our sales strategy includes:

    • Staff salaries that are 10% above the industry average in order to attract the best people

    • Hiring for attitude so that we always have a friendly, enthusiastic staff to make customers feel welcome and appreciated; constant staff training to assure the best quality possible

    • State-of-the-art sales/inventory system to (A) reduce customer waiting time, and (B) create efficient product ordering

    • Create a mobile kiosk to take Dark Roast Java into the community at special events, farmer's markets, art shows, etc.

    • Sell coffee, gift baskets and glass artwork on our website

    • Establish coffee service at local businesses

    • Sell gift cards, frequency cards, pre-paid cards, and offer discounts to key groups

    • Create an ongoing sampling program

    • Conduct a consistent, aggressive marketing program

    • Be an active member of the community; be visible at charitable functions

  • Solicit customer feedback to constantly improve and streamline our operation

Company and Management Summary (Example)

Management Summary

Java Culture is majority-owned by Arthur Garfield and James Polk. Mr. Garfield holds a Bachelor's Degree in Business Administration from the University of ZYX. He's worked for several years as an independent business consultant. Previously, he owned the ABC Travel Agency, which he profitably sold four years ago. Mr. Garfield has extensive business contacts in Oregon that he will leverage to help his new venture succeed. Mr. Polk has a Bachelor's Degree in Psychology from the XYZ State University. For the last five years he has worked as a manager of DEF Ristorante, a successful Italian restaurant in Portland, OR. Under Mr. Polk's management, the restaurant has consistently increased sales while maintaining a lower than average level of operating expenses.

However, because of the investors' other commitments they will not be involved into the daily management decisions at Java Culture. A professional manager ($35,000/yr) will be hired who will oversee all the coffee bar operations. Two full-time baristas ($25,000/yr each) will be in charge of coffee preparation. Four more part-time employees will be hired to fulfill the staffing needs. In the second and third year of operation one more part-time employee will be hired to handle the increased sales volume.

6.1 Management Team

A full-time manager will be hired to oversee the daily operations at Java Culture. The candidate (who's name is withheld due to his current employment commitment) has had three years of managerial experience in the definitely industry in Oregon. This person's responsibilities will include managing the staff, ordering inventory, dealing with suppliers, developing a marketing strategy and perform other daily managerial duties. We believe that our candidate has the right experience for this role. A profit-sharing arrangement for the manager may be considered based on the first year operational results.

6.2 Management Team Gaps

Despite the owners' and manager's experience in the definitely industry, the company will retain the consulting services of ABC Espresso Services, the consultants who have helped to develop the business idea for Java Culture. This company has over twenty years of experience in the retail coffee industry and has successfully opened dozens of coffee bars across the U.S. Consultants will be primarily used for market research, customer satisfaction surveys and to provide additional input into the evaluation of the new business opportunities.

6.3 Personnel Plan

The table below outlines the personnel needs of Java Culture coffee bar.

Manager $35,000 $37,800 $40,824
Baristas $50,000 $54,000 $58,320
Employees $39,600 $52,000 $56,000
Total Payroll $124,600 $143,800 $155,144