Started the specialty coffee chain phenomena in America in What will you do if competitors drop out of the marketplace? Once you have estimated the market size you need to explain to your reader which segment s of the market you view as your target market.
The sales potential in this market is unlimited. Learn from competitor strengths, take advantage of competitor's weaknesses, and apply the same analysis to your own business plan.
Do not skip the evaluation, review, and assessment of your market when making a business plan document. Have friends stop in or call to ask for information. As the graph below showing Year per capita coffee consumption illustrates, the United States is not presently one of the stronger markets for coffee drinking.