Buzzapp business plan

1. Marketing and Distribution Plan - Buzz
3TrackMind, Inc.
Kenneth Laing, Alejandro Lopez, Veronica Ward, Dustin Wilsor
EBB359 - Project and Portfolio V
January 20, 2019

2. II. Company Information
3TrackMind is a small brandingandmarketingagencyfocusingonnew mediaanddigital entertainment.
We were foundedin2018 as part of the Full Sail UniversityEntertainmentBusinessBachelor’sProgram
witha foundationof focusedindividual marketingeffortsthatare unique toeveryindividual product.
Our teamis ledbythe youngand creative mindsof KennethLaing,AlejandroLopez,VeronicaWard&
DustinWilsor.Kennethexcelsinproductplacement,andcreative solutionstomarketingand
distribution.He leadsthe teaminthinkingoutside the conventional normstoensure ourclients
productsare beingviewedbythe largestnumberof potentialconsumersaspossible.Alejandrobrings
businessinsightfromthe WaltDisneyCorporationtothe team;hisexperience withthisentertainment
giantallowsusto masterfullyassessandmanage risk andinnovationinourfield.Veronica’sskillsinin
depthresearchandattentive projectmanagementhelpsthe teamdeliverexcellence amidconstant
change and shiftinggoalposts.Because of herwe stayat the forefrontof innovativemarketingchoices.
Dustinbringshis15+ yearsof experience workingwithinthe entertainmentindustry.Previously,he
workedforArch DigitalsMarketing&BrandingagencyinBrooklynwhere he workedwithclientssuchas
Ricoh,Samsung,WaterfordCrystal,andmore.Hisextensive experience inthe industryhelpsusmarry
the knowledge of traditional marketingtacticswiththe innovationsof modernpractices.
We believe thatourmostimportantjobislearningyourbusiness.Ourstrategyistoask,to listen,andto
getinvolvedsothatwe may letyourproduct shine.Bybuildingthese relationshipswithyou,we build
superiorbusinessforeveryone.We setourselvesapartinmarketingbyemphasizingstrategyasthe
mostimportantelementtoasuccessful marketingcampaign.Great designshouldachieve greatresults.

3. Our firstprojectas a teamwas MotionSphere,aninnovative 360º immersivevideogame experience.
Withthisground-breakingachievementingamingandsimulationasourinaugural product,we feel
preparedtomake a name forourselvesinmarketingcutting-edge technologyforyearstocome.Our
hope isthat we will be marketingnewmediaandtechnologythatwe can’tevenimagine foryearsto
come.

4. III. Project Information
Creators: JuliaBarbozaand SpencerRoyds
Title:Buzz
Media:Mobile Applicationforthe AndroidOperatingSystem
Genre:Food& Drink
Hooks
“Are youreadyfor yourkindof Buzz?”
“Is thisyour kindof Buzz?”
“Is Caffeine yourkindof Buzz?”
“Are you tooBuzzedtoo finda great drink?”
‘’Buzz!!!,happeningnearyou!’’
‘’Buzzy Buzzy me!!,findthatcup of Java nearme!’’
Logline
Buzz isfor all the coffee addictslookingfortheirnextplace tocatch a buzz.Take onthe worldof coffee
by visitingothers’favoritelocal coffeeshops.Thisisyourkindof Buzz!
Buzz isthe easiestwaytolocate the bestJava,anytime,anywhere.

5. IV. Distribution & Marketing Goals
Currently,thisproductis intendedtobe distributed onthe Google Playappstore, whichwill
target mobile devicessuchas Samsung,LG,Google Pixel, andotherAndroid-compatibledevices. By
utilizingGooglePlayasthe leadaggregator,partnershipopportunities are created withdifferentdevice
brandswho maybe willingtouse thisappas one of theircore applications.Mostimportantly, thiswill
allowothercompanieswithsimilarservicessuchasUberEats, Grub Hub and Deliverooto integrate their
functionalitiesintothe Buzzappinthe future. Forexample,The Buzzapptargets coffee shopswithinthe
locationof search,by usingthis,customerscanhave theircoffee deliveredfromotherthird-party
aggregatorslike GrubHub and Uber Eats.
Anothergoal isto have AmazonhostThe Buzzapp on the AmazonFire Stick because of itscompatibility
withthe AndroidOS,and the opportunitytoadvertise the apponitshomepage foraudiencestouse
Buzz andits’features asan optionwhile searchingforamovie orTV show. The same can go
for the Kindle Fire tablet, whichis owned byAmazon.Userscanutilize the app while readingtheire-
books, searchfor coffee shopsinthe area and perhapshave itdelivered.
Lastly, withre-developmentof the app,Buzz’sdevelopershave saidthe Apple AppStore isa
future distribution target. Byplacingthe appon its AppStore,whichoffersapps,movies,books,and
musicfor all Apple devices,all Apple productsincludingthe Apple T.V, canutilizethe app’s
functionalities.
Currently,the goal is20-50 app downloadsdaily,howeverAppleandGoogle have algorithmsthattrack
trendsthat will indicate whoisusingthe appandhow much trafficthe app receives.Byusingthese
platforms,we canaccumulate a mass of downloadsdailybyimplementingmarketingstructuresbased
on thisdata.

6. V. Target Markets
Primary Target Audience
Initially,Buzz’sdevelopershave decidedtofocusona targetmarketof white malesaged25-34, located
inOrlando,Florida.Multiplestatisticssupportthisgroupbeingthe bestinitial demographictomarket
to.
Buzz isan app that focusesoncoffee andcoffee shops,andmillennials,specificallythosebornbetween
the yearsof 1980 and 1997, consume 44% of all coffee inthe UnitedStates(asof 2016). (Heath,2016)
Theirnumbersare growingrapidlyinthe workforce astheyage,and by2025, 75% of workersworldwide
will be millennials.
At the same time,coffee,bothasanindustryanda culture,isexpandingaswell.More andmore young
people are usingcoffee asareasonto socialize andinteractwitheachother.Between1999 and2005,
the numberof coffeehousesinthe USrose 40%. (Saad,2015) As of January 2018, 48% of Americans
aged18-24 and 63% of Americansaged25-39 consume coffee.(Statista,2018) Whitesdrinkmore coffee
on average thannon-whites,andthose inEastcoast and Mid-Weststatesdrinkmore thanthose inthe
West.(Saad,2015) Males drinksignificantlymore coffee thanwomen,withastudyshowing50.8%of
menpartake comparedto 32.8% of women.(Demura etal.,2013)
“It’sno wondermillennialsfell inlove with caffeine atanearlyage,”Gabrielle Bosche,aconsultantwho
advisescompaniesonhowtohire andsell tomillennials,toldthe WashingtonPost.“Sodaisunhealthy,
and coffee offersthe same joltwithoutthe sociallyunacceptable sodaaddiction.Coffee haseverything
millennialslove:status,experience andpersonalization.”(Heath,2016)

7. Orlando,where Buzz’sdeveloperscurrentlylive,isanothergreatchoice forthe app’sinitial rollout.
Accordingto RogerSimmonsfromthe OrlandoSentinel,"ishome totwoof the top five zipcodesin
Floridathathave seenthe greatestincrease inthe numberof millennialsinthe pastfive years,according
to a newstudy.Real estate website RentCafe.compreparedthe report,usingU.S.CensusBureau
populationestimatesfrom2011 and 2016.” Boththe 32821 and 32814 zip codeshave seenover30%
increasesinmillennial residentssince 2011.Data fromthe U.S. CensusBureaushowsthat21.7% of
Orlandoresidentsare betweenthe agesof 25 to 34 yearsold,no doubtowingtothe presence of several
collegesanduniversitiesinthe area.Whitesmake up60.7% of the population.
The typical Buzz userisa young,college orpost-college agedmale whodrinkscoffee dailybothforits
taste and itscaffeine content.He grabscoffee onhiswayto workinthe morning,drinksitwhile atwork,
and oftenmeetsfriendsandcolleaguesforacup to socialize orworkonprojects.He is middle-classand
aestheticsandtrendinessare importanttohim.He will eschew chainsandfastfoodoutletstobuy
coffee froma place thatseemsluxuriousandhip.He alsobelievesindependentcoffee shopsprovide a
betterandmore sustainableproduct,andhe’swillingtotravel fora cup that’sbetterquality.Because
small andindependentcoffee shopscanbe hardto findinnew neighborhoodsorareas,he relieson
Buzz to make sure he can finda coffee shopwhereverhe is.
Secondary Target Audience
Since Buzzis beingmarketedtoonlyone genderatlaunch,itstandsto reasonthat withfurther
investmentafterthe initialone-yearrolloutconcludes,thatBuzzcan beginmarketingtomillennial
womenlocatedinOrlando,whilealsoexpandingits’locationdatabase tocitiesalongthe EastCoast.
Millennialwomen,muchlike theirmale counterparts,are interestedinaestheticallypleasingspacesthat
theycan share on social mediawithothers.Placesandbrandsthatmake sustainabilitya

8. priority are well-receivedamongthisdemographicandmanymillennialwomenare willingtospend
more on productsand brandstheyfeel are “doinggood”than largermulti-national corporations.Coffee,
especiallygourmetvarieties,isseenasastatussymbol to millennialwomen,andthisgroupwill travel in
orderto findnew,unique,ortrendycoffee shops.
East coast citiessuchas Providence,Portland,Maine,andNashville all boastgrowingcoffee cultures,
and are excellentcandidatesforexpansioninthe future.(BrownHunt,2014)

9. X. References
Baker, Y. (2017, November 27). How the ‘generational disruption’ of millennials is shifting real
estate in Central Florida. Retrieved
from https://www.bizjournals.com/orlando/news/2017/11/27/how-the-generational-
disruption-of-millennials-is.html
Brown Hunt, K. (n.d.). America's Best Coffee Cities. Retrieved January 20, 2019, from
https://www.travelandleisure.com/slideshows/americas-best-coffee-cities#20
Demura, S., Aoki, H., Mizusawa, T., Soukura, K., Noda, M., & Sato, T. (2013). Gender Differences
in Coffee Consumption and Its Effects in Young People. Food and Nutrition Sciences,04(07),
748-757. doi:10.4236/fns.2013.47096
Heath, T. (2016, October 31). Look how much coffee millennials are drinking. Retrieved January
20, 2019, from https://www.washingtonpost.com/news/business/wp/2016/10/31/look-
how-much-coffee-millennials-are-drinking/?noredirect=on&utm_term=.efd642f3c162
Saad, L. (2015, July 29). Americans' Coffee Consumption Is Steady, Few Want to Cut Back.
Retrieved January 20, 2019, from https://news.gallup.com/poll/184388/americans-coffee-
consumption-steady-few-cut-back.aspx
Simmons, R. (2018, September 19). Humble brag: Orlando is hot spot for millennials to live, new
study says. Retrieved from https://www.orlandosentinel.com/opinion/audience/roger-
simmons/os-ae-orlando-millennial-neighborhoods-20180918-story.html
U.S. Census Bureau. (2010, October 05). Orlando, Florida 2013-2017 American Community
Survey 5-Year Estimates. Retrieved
from https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
U.S. demographics of coffee drinkers 2018 | Statistic. (n.d.). Retrieved January 20, 2019,
from https://www.statista.com/statistics/250091/coffee-drinking-consumers-in-the-us-by-
age-group-2010/