ExpressoFresh Brew Café — Executive Summary

ExpressoFresh Brew Café (Pty) Ltd (“ExpressoFresh” or the “Company”) is a specialty coffee and artisan cake café to be established in Stellenbosch Central, Western Cape, South Africa. The Company will deliver an exceptional specialty coffee experience combined with freshly baked artisan cakes,…

Section 1 · Business Plan

Executive Summary

Capital Raising

R3,300,000

To launch a specialty coffee and artisan cake café in Stellenbosch Central, targeting R13.2 million in Year-5 revenue, a 42.8% IRR and a 2.4-year payback.

Stellenbosch is one of South Africa’s most dynamic small towns, home to a prestigious university with over 30,000 students, a thriving international tourism sector anchored by the Cape Winelands, and a growing professional class increasingly drawn to the town’s quality of life. The intersection of these demographics creates an ideal market for a premium café concept that combines quality, ambience, and convenience.

South Africa’s specialty coffee market has experienced robust growth in recent years, with the broader coffee market valued at approximately US$674 million in 2023 and forecast to grow at 7.35% annually through 2030. Consumers, particularly young professionals aged 25–39, are increasingly willing to pay a premium for exceptional coffee experiences, artisan food offerings, and aesthetically appealing social spaces.

Investment Required: R3,300,000 for leasehold
improvements, equipment, working capital, and launch marketing.

Projected Revenue (Year 3): R8,500,000 per
annum.

Projected Revenue (Year 5): R13,200,000 per
annum.

EBITDA Margin Target: 22–24% by Year 3 at
steady-state operations.

Projected Net Profit (Year 3): R1,870,000.

Project IRR: 42.8% over a 5-year evaluation
period.

Simple Payback Period: Approximately 2.4 years from
opening.

1.1 Investment Highlights

Premium positioning in a structurally growing specialty coffee market with 7.35% annual growth
Strategic location in Stellenbosch Central with high foot traffic from students, tourists, and professionals
Experienced founding team combining hospitality operations, culinary expertise, and financial management
High gross margins (62–67%) typical of specialty coffee and artisan bakery operations
Low capital intensity relative to revenue-generating potential (capital efficiency ratio of 2.5x by Year 3)
Multiple revenue streams: coffee beverages, cakes and pastries, light meals, and retail products
Clear scalability pathway to multi-location expansion across the Western Cape
Alignment with strong consumer trends towards premiumisation, experience-based retail, and artisan food

Figure

Revenue — visualised from the accompanying data.

Figure 1.1: Projected Revenue Growth (Year 1–Year 5)

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