Business Plan – CAHTI

CAHTI | Purpose | Plan | Viability | Ethereal Apothecary | Indigenous Teas

1. Executive Summary

Crown Apothecary & Herbal Teas Inc. (CAHTI) is a wellness-focused lifestyle brand that blends traditional herbal healing with modern holistic practices. Our core offerings include artisanal herbal teas, therapeutic essential oils, wellness rituals, and apothecary-inspired spaces that immerse customers in a journey of natural health and mindful living.

CAHTI’s vision is to be recognized as the Philippines’ leading herbal wellness brand with a strong foothold in the global herbal tea and natural remedies market. The business model is multi-revenue: retail, café & wellness lounges, franchising, wholesale distribution, e-commerce, and product development.

2. Company Overview

  • Name: Crown Apothecary & Herbal Teas Inc. (CAHTI)
  • Industry: Herbal Wellness, Specialty Teas, Essential Oils, Natural Remedies
  • Business Type: Incorporated Wellness Enterprise
  • Headquarters: Philippines (with plans for international expansion)
  • Legal Status: Domestic corporation

Mission
To inspire holistic wellness by crafting artisanal herbal teas, essential oils, and wellness rituals rooted in indigenous knowledge and sustainable practices.

Vision
To become a globally recognized apothecary brand that elevates Philippine herbal traditions while creating meaningful lifestyle experiences for wellness seekers worldwide.

Core Values
Authenticity | Holistic Wellness | Sustainability | Community Empowerment | Innovation

3. Market Analysis

  • Industry Overview
    • Global Herbal Tea Market: USD $3.5B (2023), growing at ~7% CAGR.
    • Essential Oils Market: USD $11.2B (2022), growing at ~8.5% CAGR.
    • Wellness & Spa Industry: USD $1.5T globally, showing continued demand for natural, artisanal, and sustainable products.
  • Trends
    • Rising global demand for natural remedies and plant-based wellness.
    • Shift toward holistic living and ritual-based self-care.
    • Increasing preference for eco-friendly and ethically sourced products.
    • Growing global awareness of Philippine botanicals (e.g., ylang-ylang, calamansi, pandan, turmeric, lemongrass).
  • Target Markets
    • Local Wellness Consumers – urban professionals, health-conscious individuals.
    • Tourism & Hospitality Sector – boutique hotels, spas, resorts.
    • Export Market – niche global markets for specialty teas and oils (Japan, EU, Middle East).
    • Franchise Partners – entrepreneurs aligned with sustainable wellness retail and café concepts.

4. Products & Services

  • Core Offerings
    • Artisanal Herbal Teas – calming blends, detox teas, immunity boosters, energy teas, beauty elixirs.
    • Essential Oils – single-origin oils (ylang-ylang, elemi, calamansi, pandan) and signature synergies.
    • Apothecary Wellness Spaces – retail cafés offering tea experiences, workshops, and holistic rituals.
    • Branded Retail Products – packaged teas, essential oils, herbal remedies, self-care kits.
    • Wellness Experiences – tea rituals, meditation sessions, aromatherapy workshops.
  • Future Developments
    • Franchising CAHTI Apothecary Tea Lounges.
    • E-commerce & Subscription Boxes.
    • Exporting Herbal Teas & Oils to premium global markets.
    • Collaboration with Spas & Resorts for exclusive blends and oils.

5. Business Model & Revenue Streams

  1. Direct Retail Sales (tea shops & apothecary spaces).
  2. Café & Wellness Lounges (on-site tea rituals, specialty drinks, events).
  3. E-commerce & Subscription Boxes (online orders & global shipping).
  4. Wholesale Distribution (hotels, spas, organic stores).
  5. Franchising Opportunities (local and international).
  6. Workshops & Experiences (wellness retreats, tea ceremonies, aromatherapy classes).

6. Marketing & Branding Strategy

Brand Positioning

“Crown Apothecary – A Ritual of Healing in Every Cup”

Key Strategies

  • Storytelling Branding: Rooted in Philippine herbal heritage.
  • Digital Marketing: Social media campaigns, influencer partnerships, and wellness blogs.
  • Retail Ambience: Apothecary-style shops with immersive experiences.
  • Eco-Ethics: 100% sustainable sourcing, eco-packaging, zero waste initiatives.
  • Community Partnerships: Partnering with farmers and cooperatives for fair trade sourcing.

7. Operations Plan

  • Sourcing
    • Partnership with CAPI (Crown Agroforestry Plantations Inc.) for herbal crops.
    • Collaboration with local cooperatives for sustainable raw materials.
  • Production
    • In-house blending and essential oil bottling.
    • Strict quality control and sustainable certifications.
  • Distribution
    • Flagship CAHTI Apothecary & Tea House.
    • Online platforms and global marketplaces.
    • Partner distributors and franchise outlets.

8. Organizational Structure

  • CEO / Founder – Strategic leadership.
  • COO – Operations and supply chain.
  • CMO – Branding and marketing.
  • Head of R&D – Product innovation and herbal formulation.
  • Finance Manager – Financial planning and investor relations.
  • Wellness Advisors / Herbalists – Customer experience and workshops.

9. Financial Plan

  • Revenue Projections (Conservative Estimate)
    • Year 1: PHP 20M (pilot retail, online sales, tea rituals).
    • Year 2: PHP 45M (expansion + partnerships).
    • Year 3: PHP 90M (franchising + international sales).
  • Startup Costs
    • Flagship Store & Café: PHP 8M
    • Equipment & Production: PHP 4M
    • Inventory & Supplies: PHP 3M
    • Marketing & Branding: PHP 2M
    • Working Capital: PHP 3M
      Total: ~PHP 20M initial capital

10. Sustainability & Impact

  • Supporting indigenous farmers and herbal growers.
  • Preserving Philippine herbal traditions through modern applications.
  • Advocating eco-friendly packaging & zero-waste production.
  • Building community wellness hubs.

11. Exit Strategy for Investors

  • Expansion through franchising and licensing.
  • Equity buyback after 5–7 years.
  • Potential strategic acquisition by global herbal/wellness companies.
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