1. Coffee and Tee
Joy Paule
October 17, 2014

3. (Google images, 2014)

4. Marketing Mix Model
Product/Service Price
Promotion Place
C
Competitors
Political and
Legal Influences
Technology
Social and
Cultural
Environment
Economic
Environment

5. Problem
 Will it be profitable to open a coffee shop on a RV in South Cariboo, BC?

6. Initial Investment
Equipments
Design, furnishings and decors
License and Insurance
Training and Pre-opening Travel Expenses
Opening Inventory and paper products
Grand Opening and Marketing
Miscellaneous expenses Total
Vehicles $500,000

7. $8.75
Coffee & Tee

8. Indirect Competitors
Hotels
B&B's
Coffee Shops
General Store
10
2 3
4

9. Sample Survey
Age- ______ Sex- ______ Ethnicity- ___________
1. How often do you play golf? Once a week [] Twice a week [] Once a month[]
2. Where do you usually play golf? ________________
3. What do you usually have for a drink after playing? Iced coffee[] Hot Coffee[]
Energy drink[] Water []
4. How do you like your coffee? Light roast [] Medium Roast [] Dark Roast []
5. Which do you prefer, sandwich [] or a variety of donuts []?
(30,000 random participants in downtown and Cariboo area)
(Google.com, 2014)

10. 48%
42%
10%

11. 42%38%
12%
8%

12. SWOT Analysis
Strength and Weaknesses
 “first”
 Comfort
 Customer awareness (cover with
aggressive marketing efforts)
 Seasonal (reduce labour force,
cater other remote places)
Opportunities and Threats
 Increase profits
 Blend in
 Competing against recognized
brand (service differentiation)

13. Product Life Cycle
(Google.com, 2014)

14. Extension Plan
 http://www.youtube.com/results?search_query=rv+on+water

15. Future Plans
(Google.com,2014)

16. Media Strategy

17. Creative Strategy
(Google images, 2014)

18. (Smithers, 2014)

19. Slogan
“Thought you were at home?”
(Voice-over)Be at home in the outdoors. Coffee & Tee. Have it with your family.
Slogan
“Discuss in Comfort”

20. Three Quarters of Canadian are Community
Newspaper Readers
Non-Readers
Community Newspaper
Readers
75%
25%

21. Evaluation and Control Plan
June, July, August $50,000
(price reduction, offer premium)
September, October, November $20,000
(reduce labour force, serve other remote areas)
December, January, February $40,000- $60,000
(price reduction)
March, April, May $20,000
(same as Sept.-Nov.)

22. (Google.com, 2014)
Coffee & Tee. Welcome to our Family.

23. Citations and References
 1. Van Houte, 2014, Retrieved on September 26, 2014 from
 (http://www.vanhoutte.com/en-ca/consumer/shop-online/our-coffees-teas/by-roast/medium
 2. 100 Mile House, 2014, Retrieved on September 26, 2014 from
 (http://www.100milehouse.com/)
 3. Cariboo Vacations, 2014, Retrieved on September 26, 2014 from
 (http://www.cariboovacations.com/area.html)
 4. StatCan, 2014, Retrieved on September 26, 2014 from
 (http://www12.statcan.gc.ca/census-recensement/2011)
 5. BC Forest Safe, 2014, Retrieved on September 29, 2014 from
 (http://www.bcforestsafe.org/files/BC%20LICENCING%20AND%20REPORTING%20REQUIREMENTS%20-
%20updated2.pdf)
 6. Wired Pop Out Trailer, 2014, Retrieved on September 30, 2014 from
 (http://www.wired.com/2012/12/pop-out-trailer/)
 7. Romotow, 2014, Retrieved from September 30, 2014 from
 (http://www.romotow.com/assets/press-release.pdf)
 8. American Express, 2014, Retrieved on September30, 2014 from
 (https://www.americanexpress.com/us/small-business/openforum/articles/on-the-road-running-your-
business-from-an-rv-trailer-or-boat/)
 9. Small Business, 2014, Retrieved on October 1, 2014 from
(http://smallbusiness.chron.com/examples-corporate-culture-34281.html)