Introduction To Starting A Coffee Shop Marketing Essay

Almost everybody loves coffee. It has been said that some 330 million sit down elsewhere are consumed everyday in america. This is a whole lot of coffee. What makes it more appealing to enter into the caffeine business is the reduced starting cost in comparison to other businesses. A lot of people use around 200, 000 us dollars checking a coffee shop. In the design of things, this money isn't that much considering what's involved in starting a business. The second thing that makes caffeine business very interesting is that though it is food service, and has the highest gnawing away rate than some other business, it offers a higher profit margin than say in a restaurant and this is an benefit (Godsmark, Brown, & Arduser, 2004).

According to Abrams & Kleiner (2003), caffeine is also an extremely sexy business and everyone always needs to be associated with a certain restaurant that frequently visit and always inform their friends about. You'll not find people exited such as this about when talking about other retail establishments that they may patronize. Coffee pubs are so personal because they are really the third place for most of us. They are simply relaxing places that folks can even carry their notebook computers to and end their office work or even meet friends at.

Business description

At some point in the history of America, Cadillac was known as the quality automobile, it was then accompanied by Mercedes-Benz and then after wards the Lexus emerged in with superb quality product and great service procedure. The Hard luck restaurant will be the fist Lexus of the coffee shop business. It'll offer high quality services in great environment.

The greatest willpower of this coffee shop will be to become daily requirement for the many coffee addicts around and make everyone dash to the place as he attempts to forget the stresses of the life. It will also be considered a comfortable place for individuals to meet their friends or even just relax as they read a publication. All this comes into play one program. The demand for espresso is growing and therefore great service is a significant priority. We will provide our customers with the best ready coffee in the region that will complement with tartlets and books free of charge that clients can read to enjoy the visit (McKeever, 2008).

The shop will operate under 800 square foot and you will be located in the town centre. We shall find the 200, 000 required capital from the Bank of America by firmly taking a loan. The major goal for the shop in the first year is to become the best new espresso seller in your community and submit income from the first month of businesses (Godsmark, Brown, & Arduser, 2004). The target gross margin is 65%. This may be made possible by storing designs that'll be not only visually appealing to the customers but will be suitable for functions that are fast and useful. Employees may also be trained to ensure that the best coffee preparation techniques are used so as to attract and hold on to customers. Furthermore we shall make use of marketing strategies that are aimed to build a solid bottom part for customers' commitment and boost the sell of products with high margins like espresso beverages.

Our mission will be to make best initiatives to make a unique place where our customers can socialize in a relaxing and comfortable environment as they enjoy the best brewed espresso or espresso in town. We shall engage in the business of assisting our customers conquer the strains of everyday by providing a bit of mind through customer services that are friendly, great mood, location that is convenient and high quality products throughout our time in business. The profits will be invested to increasing the satisfaction of employees while providing steady return to the shareholders (Puckett & Green, 2004).

The shop will provide the best tasting caffeine beverages to its customers. This may be achieved by using high quality materials and following the preparation process to the last mentioned. Corresponding to McKeever (2008), the menu listings, the store layout and the marketing activities will be centered on ensuring that more sales of higher margin espresso drinks is achieved. In addition to the espresso refreshments other drinks like brewed caffeine and tea as well as some refreshing drinks will be sold in the shop to look after other customers who might want to take anything not the same as caffeine. Sandwiches and small salads will also be offered to go along with the espresso desire. We shall also be advertising coffees to take care of those clients who prefer to get ready their espresso at home.

Espresso based caffeine beverages such as cappuccino and macho would be the basis of our menu and each drink will be offered with soy, skimmed or whole milk. Every of these products depends with an espresso shot which is prepared by an espresso machine. Warm water is pressured through ground espresso at ruthless. Such photos will be mixed together with additives like steamed milk, caramel or cocoa to be able to prepare the espresso-based drinks. Because of this kind of refreshments proper preparation techniques are of great importance and really should be perfectly used. Regarding to Berry (2008), if you even deviate simply a little from the required amount of coffee in the shot, using the incorrect size of coffee particles or the incorrect milk temperature, this will negatively affect the quality of the drink ready.

To introduce the company to the clients and make it well known, two 1000 500 flyers will be allocated in the immediate community, the malls and around and even in some selected office buildings around fourteen days before the standard opening of the shop. Subsequently, free postcards will be branded with the retailers endorsement to make it more visible and known among the clients (McKeever, 2008).

According to Abrams & Kleiner (2003), the major expenditure in espresso business will be of course the build-out and the cabinetry. Another major expense would be the equipments because this business requires very complex equipments which have to be retained in the best condition. Other tools that will be required include refrigerators and the coffee cups. We shall also need painting, new floors and countertops. We shall customise the walk-in cool to give our customers a real price for their money. Other bills which will be required for set up will include furniture, rent first deposit, food inventory and marketing. All of these expenditures will however be depended o the menu since each product requires certain tools. The kind of products will also establish the the design and the design. The shop will be named Hard luck restaurant and you will be a singular proprietorship held by me. I am going to also mange the shop and you will be the only one responsible for employee and financial management.

We shall get started with the occupation of ten employees who'll work in shifts and then boost the number gradually as the customer base also increases. The employees will be chosen on merit so that people find the best staff for the requiring caffeine business. This business will provide various customer teams such as business workers and owners. Since most people work early in the morning while some work throughout the night and depart of their jobs in the morning, the shop will be opened up at 7. 00 am. This band of clients includes managers, tradesmen, labourers, specialists and even retail clerks. This can be our clientele because many of them will be repeat customers. The service provided for this group of clients will be fast and accurate to ensure customer satisfaction (Godsmark, Dark brown & Arduser, 2004).

Marketing structure

Consumption of coffee in the US has shown a reliable development with the most powerful development being in gourmet coffee. The economic downturn in the approved years up to today hasn't deterred the area of expertise coffee business from broadening. Some business are basically facing negative balance sheets, poor sales and even bankruptcy, the coffee retailers have continued showing positive progress. That is a clear indication that People in america love coffee whether in good times or bad times (McKeever, 2008). The most demanding caffeine drinkers are those from the Pacific Northwest. These customers prefer coffee refreshments that are well brewed and also demand great service. The business enterprise will strive to build devotion in its customers by giving espresso with great style within an environment that is relaxing because the shop will be well ventilated and spacious enough. The intake of coffee is general across different income categories and perhaps depended on the education level or professional level and therefore the location of this shop in the city will provide access to all these different groups of people. Customers also vary in age. Apart from the working category, our research also showed that lots of students will like coffee shops to be the appropriate place where they can meet their friends and also read without necessarily paying for cover charges. This will also be our unique possibility for all of us to build a loyal client base with the students (McKeever, 2008).

The recent progress in Coffee business in the US has been caused as a result of general style among the clients. The desire to have small indulgencies and for unique things provides a good offering chance for the shop. Our major priority will be to ensure that the customers leave the shop with a satisfied look. Regarding to Berry (2008), this will be a marketing strategy because the customer can always keep coming back or even generate more of his friends.

Industry analysis shows that coffee usage has grown by 2. 5 % during the last decade. The total caffeine sales in 1994 were around $7. 5 billion. This shows how flourishing the caffeine industry is in america. The local environment which contains long rainy season is very appealing to consumption of drinks that are hot like caffeine and not alcohol-based drinks. On the other hand during summer months people will drive in to have iced drinks which will also be accessible. Apart from this, it's clear that coffee has become some kind of lifestyle for the people especially in the Pacific Northwest. Matching to McKeever (2008), it is clear that espresso drinkers like well prepared drinks that they ingest in a relaxing environment.

The major reason why customers return to a specific restaurant is due to great tasting espresso, nice atmosphere and quick service. Although intake of espresso is said to be uniform in every cultures, we think that great service of caffeine in a good and appealing service can help us have a solid basic of clients that are dedicated (Puckett & Green, 2004).

Hard luck espresso shop's customers comprise of five groups. This consists of tourists, local people, students, and travelers passing through. Approximately 300, 000 people work around our shop location. There is great auto parking space available within 120 yards which can be an added edge to us because they can always park and go into the coffee shop. These local customers form the main of our own customer base. Corresponding to Godsmark, Brown, & Arduser (2004), the best way we can reach them is through local marketing and encouraging local charitable organizations. We shall also sponsor local youth events and activities to capture the attention of these residents.

This area also has more than 30, 000 students who be present at neighboring schools, and universities. Many of them are under the taking in age and for that reason have few places where they can meet up with their friends. This leaves only caffeine houses and could be other food and beverage shops as the remaining options. These espresso shops have also recognition with high school students because they are affordable. Special student deals rates will be offered to attract most of them and even offer weekend entertainment events. These students stand for a large society and for that reason if we are able to attract almost all of them, we shall be better of than our competition. They also bring energy into the business because they are interactive (Berry 2008).

According to Puckett & Green (2004), america also receives a wide array of travelers and the number is estimated to be around 35 thousand every year. This quantity is also increasing every year. We will reach this customer group by offering AAA account card and whenever a customer shows this credit card she or he will be given a 20% discount on every coffee drink.

These groups provide continued customers to the shop. Matching to Godsmark, Dark brown, & Arduser (2004), it is beneficial for the shop to acquire such a broad customer base since it will maintain regular working through out the year because they come at differing times. For instance when the student population is not in session, the tourists can come in and keep the business jogging.

The marketing plan of Hard Luck shop will be build round the four P's of marketing. It has competitive prices for coffee; provide a wide variety of coffee-based beverages and a few snacks in support of items of high quality will be sold. It will be allocated over a great place for fun, entertainment and food. This can be o the building web host the E-Sception corporate and business office. Promotion may also be doe in a variety of ways. Our main gain in competition will be our menu and atmosphere. Regarding to McKeever (2008), there is absolutely no other check around that offers such a great variety of coffee-based drinks at such great prices and comfortable environment. The clients will also be offered great services and great products. The other competitive advantage of the shop is its location. It's located next to a busy street with many businesses around.

We have done enough and extensive research about the coffee charges in the region by visiting cafes around and also viewed national figures on coffee rates. We have analyzed and designed our menu consequently. The prices is going to take into consideration the cost of the materials, 45% of the beverages and 25% for food. These prices are affordable but do not bargain on the quality of the beverages (Puckett & Green, 2004). We will sell coffee in three sizes and their prices will range between $2. 50 to $5. 50 while the flavors will be offered at an additional price of $1. 00. Other niche beverages like Espresso, mocha, and cappuccino will be bought from two quality sizes and can range between $4. 00 and $7. 00. The Sandwich prices differ depending on the type of meat will be chosen. We shall make sure we take care of people from both the low class and the upper class so that there surely is no discrimination. The prices as indicated are extremely affordable and mixed therefore customers will choose the costs that convenient to their pouches (Puckett & Green, 2004).

The shop will also be promoted using various ways and this will be facilitated by an allotment of about $19, 000 through the first year. We will print out fliers for the nightly special deals and distribute them through out the town, putting higher thought to the before said customer bottom part. Cars will be used to move these fliers and deliver these to local office buildings around. In addition we will also give away some of the fliers to pedestrians and any other person walking on the roads to try and lure them into going to the shop. Some may also be posted on notice planks within the towns and the road signs including even the most evident places like next to theatre halls (Godsmark, Dark brown, & Arduser, 2004).

The shop will also run weekly print in the neighborhood dailies. These labeled will be utilized to introduce the Hard Luck shop in to the market and make general population the positioning and the time of procedure. Many radio locations on the local r / c will be set you back promote the shop. These adverts will be run during the night time and the morning hours to declare the daily special offers in order to capture those heading to work in the morning and those from work. We choose this time in order to adopt advantage of the traffic jam so that those who find themselves driving-by because of this jam can listen to their radios. Local entertainments will be highlighted by the shop to catch the attention of more customers. Music and poetry will be provided to keep carefully the shop lively (Abrams & Kleiner, 2003).

The internet has become one of the most used kinds of advertisements. Lots of people go to the internet each day. To create good use of the opportunity, we shall establish an online site where adverts will be made. All our drinks will be placed here so that anyone who trips it can get access to all that people sell at only click of the mouse. According to Puckett & Green (2004), this will also save well on time because we won't have to go to each customer one on one. However follow ups will be made to those customers that desire to understand more on whatever we live doing. We will update this website every month to make sure that every new item is advertised. Calls will be used to follow through to this divertisements to ensure that those customers who need clarification on issues are reached. An online package will be provided for the multimedia and it'll include photos that can be download and reproducible logos.

Frequent customers will be offered special discounts to keep up their loyalty. Aside from this, there will be a discount for those who buy in volume. For instance if you buy ten cups you get one free. Account cards and recurrent customer cards may also be used for the faithful customers. Comment cards will be offered to customers so that they can complete any questions or remarks they could have about the frame of mind of the employees, service swiftness and even the overall satisfactions they get from our services and drinks (Berry, 2008).

The strategy where we will market the shop will be aimed at getting clients but still retain the older customers. The clients should also be made to spend more money but still comeback the next day. It is very important to establish a person bottom that is dedicated since most sales will be generated from such customers and they will also provide recommendations that are favorable to the business (Puckett & Green, 2004).

Competitive analysis

Our main competitors will include those neighboring coffee outlets like the Starbuck, and other institutions of food service that can be found near by and offer coffee as well as the mail meals they serve. Among each one of these our major competitor will be starbuck due to its huge financial steadiness when compared with ours that is just starting off. This shop in addition has founded strong market position among most people and it'll posse a great threat to us in terms of diverting those customers that are used to them and make them ours. Their operating practices are also good if we must out do them then we will have t intensify the game (Abrams & Kleiner, 2003).

However regardless of the entrenched market position of Starbuck, we have many customers who choose to take their caffeine in small and independed retailers like ours that provide cozy environment and offer good tasty coffee at affordable prices that are affordable to them. This is our strongest point against starbuck and we intend to make good use of it. Really the only problem will be between us and Caf Roma which is really as small as our company is. While starbuck may keep around 35% of the coffee market stocks in this neighborhood, the other competition Cafe Roma manages to hold around 25% of coffee customers. The remaining market share is divided among other organizations of which we will be part of. We however desire to appeal to more customers from our competitors (McKeever, 2008).

Hard lucks culture of business will stick it in a distinctive position as a shop that supplies the best coffee as well as pastries and also provide an environment that is cozy, homelike and comfortable which other establishments in the area do not have. We will strive to cater not limited to the customers' body but also your brain and this will definitely help us to expand our show in the competitive market that we are going in (Berry, 2008).

Apart from these competitors, generally there are more than 32, 210 shops that sell coffee in over 150 countries and among this over 20, 000 of these are situated in the United States by itself. Just but to break down on the few, the state of Illinois hosts 3512 caffeine outlets. The resent craze on the market shows that traditional coffee shops are being replaced with shops that are more customer friendly environment which sometimes even include tools like wi-fi and INTERNET browsing tools (Abrams & Kleiner, 2003). This shop will be rivalling with other outlets in the food and restaurant services which industry keeps growing at an extremely fast rate. From your records of Country wide Restaurant Connection, restaurants produce around 4% of the country's Gross domestic product. In the next ten years, this total is projected to rise more steadily. Within the approaching eight years it is expected that over fifty percent of family food budget will be allocated to prepaid foods.

Comfortable recliners and sofas will be provided to ensure that customers feel at home and always want to spend additional time within the shop (Berry, 2008). Tranquil calming music and deemed light will be setup to help the customers relax better which will differentiate this shop from some other competitor. For the client service to be sped up two employees will help in servicing clients and another will help in preparing orders made by customers. Sales orders will be taken attention of by another employee. A computerized point of sales terminal will keep all the sales data logged on it and later analyzed because of purposes of marketing.

Operations and management plan

To ensure proper performing of the shop we shall hire a specialist manger to oversee functions of the restaurant. This manager will be used on full time basis and he'll be billed with overseeing the daily operations of the restaurant. His responsibilities includes managing the whole staff, dealing with suppliers and placing your order inventory. I addition he will also be in charge of developing a marketing strategy aside from his standard managerial duties. He will be assisted by two baristas who will be in charged of planning of coffee (Berry, 2008). The best will be chosen from those who will make application no favourism will be employed. All employments will be made on merit and experience. After the business has found, a supplementary barista will be used to cater for the increase in cliental and he'll also help to take of the increase in sales volume level. Best on the results of the first yr, a profit posting mechanism will be considered (Berry, 2008).

Even although manger has reputable experience, we will employ the consulting services of ABC Espresso services. Regarding to Abrams & Kleiner (2003), these are good consultants who've helped lots of coffee retailers and restaurants like Java. It is because with their services these coffee bars have grown to where they are right now. This expert company ahs over two decades in this business and we believe that it is a good choice for the work. Its work is seen from lots of coffee bars which were opened in the United States. The assistance will be majorly employed in general market trends so that people can know the potential areas where we can exploit in terms of increasing our cliental. Studies on client satisfaction will also be carried out with the corporation to provide additional tool into evaluation of potential home based business possibilities.

Financial strategy

We shall capitalize on the strong desire to have high quality caffeine. We have managed to get enough set up capital from the bank loan and we desire to make good use of it. The company has successful management which is dedicated to finding and retaining a devoted customer base which will see the business's net value doubling itself next 2 yrs. We desire to maintain a good gross margin of 65% and when this is coupled with reasonable operation expenses, enough cash will be accessible to provide the needed cash to help expand the development of the shop (McKeever, 2008).

According to Godsmark, Dark brown, & Arduser (2004), the original set up cost is significantly less than most of other businesses. We recognize that the business is labor extensive and the right amount of qualified staff will be used. The financial plan also will depend on several assumptions and many of them have been illustrated below. The company will maintain a cash flow process that is healthy enough to ensure that the bills are serviced in time and still preserve enough money that will allow the restaurant to continue operating for future development. In addition the business is likely to generate more sales from the onset such that it remains relevant in business through out its amount of time in office.

We also believe that the growth of coffee use will continue increasing at an improved rate. Documents from the caffeine specialty association show that the caffeine market is far from saturation. Its maturity is projected to reach around in the year 2019.

Also We Can Offer!

Other services that we offer

If you don’t see the necessary subject, paper type, or topic in our list of available services and examples, don’t worry! We have a number of other academic disciplines to suit the needs of anyone who visits this website looking for help.

How to ...

We made your life easier with putting together a big number of articles and guidelines on how to plan and write different types of assignments (Essay, Research Paper, Dissertation etc)