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Bus 600 Project Presentation Cherri_edmond 043010

Bus 600 Project Presentation Cherri_edmond 043010






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  • It is absolutely stunning visual feast you should not miss. This specialty will be the whole new experience for Palo Alto bakery market. Six to eight moderate batches of bakery and pastry products to assure fresh baked goods.
  • CMC beverage: broad range of coffee and espresso products, all from high quality Brazil grown imported coffee beans. CMC also offer others non-caffeine/ alchoholic beverage – tea, juice and cocktail.
  • Signage: Highly visible, eye catching and recognizable signs and logos Media advertising: Weekly/ monthly food and performance in print advertising. Flyers: Distributed to school and local businesses to create customer awareness Book coupons: Create initial customer awareness and economic incentive. Word of mouth: Unsurpassed customer service and our unique products will help develop strong word-of-mouth advertising help extend the company brand. Alliances: Although the company is primarily in the bakery coffee industry, its unique products and cultural origins could be used as a tourism vehicle to promote the Palo Alto through a strategic alliance with Bay Area Tourism. Internet Marketing: Utilize the current Marketing empower tools of Facebook, Twitter and Mailchimp. CMC Blog or website will also be created for more business opportunity.
  • served with confidence while guaranteeing our customers supreme freshness and taste. offer fresh baked samples free of charge to those who enter our store for the first time. Well trained employees servicing customers. All sales data logged on our computerized POS system will be analyzed for marketing purposes. Punch cards, meal deals and weekly menu specials and keep accurate track of what types of coffee, desserts and associated foods sell well through a customer feedback program to streamline our food line to match local tastes and encourage more people to eat at the shop.

Bus 600 Project Presentation Cherri_edmond 043010 Bus 600 Project Presentation Cherri_edmond 043010 Presentation Transcript

      • Caketail Music Café (CMC) is a start-up bakery and coffee
      • retail establishment based in Palo Alto, California.
      • CMC offers beverage, light food and desserts
      • at a moderate price to meet the demand of the
      • middle-to higher-income local market area residents and students .
      • CMC is equally owned and managed by two partners.
      • Miss Cherri Chiang (CALMAT MBA)
        • extensive experience in bakery & beverage, sales & marketing.
        • 5 years of experience in food industry (Restaurant/ Bakery & beverage) in Europe, US and Taiwan.
      • Mr. Edmond Low (CALMAT MBA)
        • experience in the area of operation, management and administration.
        • 8 years of experience in food industry (Bakery/ Banquet/ fast food chain) in US, Malaysia, Australia and Thailand.
    Cherri Confidential Page 
      • Financial Considerations
        • $150k of its own capital, borrow $100k (SBA - 10year loan)
        • CMC Sales forecast:
          • $ 1.04 mil – 1st yr, $1.2 mil – 2nd yr, $1.39 -3rd yr.
        • CMC should break even by the fourth month
        • Profits expectation
          • ~$319k in 1st yr, $375k 2nd yr, and $452k 3rd yr.
    Edmond Confidential Page 
  • Cherri Confidential Page 
    • Mission:
    • To offer high quality coffee, tea, and pastry
    • products at a competitive price.
    • To provide a better social life environment.
    • Vision:
    • The hub of leisure/ entertainment for 61,200 Palo Alto populations.
    • Expand to whole bay area customers, which is about 7.4 millions.
      • Introduce main and new product of “Caketail” that gives consumers a new option on a dessert. (create their own favorite dessert)
      • Customers are able to create their own favorite dessert by choosing homemade cake base, freshest fruit, and unique sauce.
      • We also provide low-calories combination.
      • We have open kitchen where customers can watch the chef create their dessert
      • Also provide freshly classic desserts and pastry products at all times
    Cherri Confidential Page 
    • CMC improve social interaction in Bay Area. CMC features:
      • heaven for all live sports entertainment with giant HD TV screen & > 10 TVs
      • free wi-fi internet service for work/ leisure/ stay connected with world and people.
      • free magazines and social business board for the customer
      • Evening Live performers (soft music and all time favorites music performance)
    Cherri Confidential Page 
    • CMC focuses:
      • the middle-upper income markets
    • Students
      • Stanford University yearly enrollment ~ 30,000 students.
      • High visibility/ competitive products/ service - critical to capture segment
    • Local Residents
      • establish a large regular customer base lead to a healthy, consistent revenue base to ensure stability of the business.
      • Palo Alto population is 61,200 (2009). Home of high-tech firms.
    Edmond Confidential Page 
    • The location : Palo Alto, California
      • 7,000 businesses with 98,000 jobs.
      • premier business location in the
      • Bay Area and Silicon Valley for
      • a variety of reasons.
    Edmond Confidential Page 
  • Edmond Confidential Page 
  • Edmond Confidential Page 
    • Target Market Segment Strategy
      • Personal and expedient customer service
      • at a competitive price is the key to maintaining
      • the local market share of this target.
    • Market Needs
      • Coffee and Bakery products are very much
      • in demand daily.
      • Much of the day's activity occurs
        • Early in the morning 7am to 10am,
        • lunch hours 11am to 2pm,
        • tea break 3pm to 4pm,
        • happy hour 6pm to 11pm.
    Edmond Confidential Page 
    • Service Business Analysis
      • Cool marine climate in Bay Area stimulates
      • consumption of hot beverages throughout
      • the year.
      • Palo Alto Coffee drinkers are finicky about
      • beverages quality offered at the numerous
      • coffee bars across the region.
      • CMC will position itself as a place
      • where customers can enjoy a cup of
      • delicious coffee with a fresh pastry in
      • a relaxing environment.
    Edmond Confidential Page 
    • Competition and Buying Patterns
      • No near level of competition on product quality
      • and customer service as CMC.
      • High quality product in a relaxing atmosphere demand
        • desire a unique, friendly and classy experience.
        • Caketail will be our new leading product
      • Leading competitor sell product through
      • company-operated retail stores.
      • Smaller stores and kiosks sell whole-bean coffees
      • Current industry retail sales mix –
    Edmond Confidential Page 
    • Focus to attract new customers, educate those customers and create a loyal base.
    • The following marketing strategies will be
    • employed in the first year of business:
      • Signage (Mascot)
      • Media advertising
      • Flyers
      • Book coupons
      • Internet Marketing
    Cherri Confidential Page 
    • Sales Strategy
      • CMC anticipates sales
        • $1,040,250 in the first year,
        • $1,202,493 in the second year,
        • $1,388,548 in the third year.
    Edmond Confidential Page 
    • Success in providing our customers a combination of
      • delicious food
      • appealing environment
      • outstanding customer service.
    • Meal deals and weekly menu specials to encourage more customers.
    Cherri Confidential Page 
    • Implement a Point-of-Sale (POS) computerized cash register system via internet.
    • Strategy focus can be accomplished by:
      • Hiring employees who appreciate our unique products.
      • Interacting with our customers personally.
      • Food choices evaluation and keeping favorites on the menu/seasonal specials.
    Cherri Confidential Page 
    • Strength:
      • Products of extremely good quality and taste.
      • Youth oriented brand - huge potential 55 % population is below 24
      • Friendly/ customer first service employee.
      • Understand the social/ consumer needs.
      • Utilization of new technology as marketing tools
    • Weakness:
      • New brand image/ lacks strength to maintain brand loyalty.
      • Target market characteristics (youth) may risk market potential.
    • Opportunities:
      • Coffee - fastest growing industry all time ($18billion yearly in US).
      • Strategic Location - student.
      • New lifestyle trend - active social life/ entertainment
      • Healthy lifestyle hang out place – non alchoholic/ educated consumer.
    • Threats:
      • Competition with other coffee cafes - 7 others café. (but no bakery café concept)
      • New entrants of competitor with similar concept.
    Edmond Confidential Page 
    • CMC expects to continue its steady growth in profitability over the next three years of operations.
    Edmond Confidential Page 
    • to meet CMC's needs as the business generates cash flow sufficient to support operations
    Edmond Confidential Page 
  • Edmond Confidential Page 
    • Key ratios
      • for the retail bakery
      • and coffee shop industry.
      • Standard Industry Classification (SIC)
      • Index code,5812, Eating Places.
    Edmond Confidential Page 
  • Thank you!!