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730 WEST MAGNOLIA
AUBURN, AL 36830
EMAIL: GROWJUICEAUBURN@GMAIL.COM
CONTACT: Connie Berardinelli, Mallory Cravens
Prepared...
TABLE OF CONTENTS
Executive Summary
Part 1: Structure of Business
Part II: Organizational Plan
Summary of the Business
Pro...
EXECUTIVE SUMMARY
Grow Juice Café was established by Mallory Cravens and Connie Berardinelli. Both are
enthusiasts of food...
businesses have been welcomed with great enthusiasm. With a continually growing
population and strong support for each oth...
Grow’s only competition is Earth Fare. No other store offers pure juice. Some substitute
goods could be a potential threat...
PART ONE: STRUCTURE OF BUSINESS
VISION STATEMENT: WHERE WE ARE GOING
Grow aspires to be the leading juice bar in Auburn an...
 Measured by amount of units sold per day compared to our financial
projections.
S.W.O.T. ANALYSIS
SSTRENGTHS
 Strategic...
PART II: ORGANIZATIONAL PLAN
SUMMARY OF BUSINESS
The Grow concept was established by Connie Berardinelli and Mallory
Crave...
Grow will also serve vegetarian small plate and dessert options. These items will
vary seasonally and will utilize the sam...
Grow is an attractive investment because our low startup costs and the absence of
competitors. As the first to market, we ...
COMPETITIVE ADVANTAGE
GROW WILL BE SUCCESSFUL
There is a need for the type of juicery and cafe that Grow is bringing to Au...
priority and serving them will be one of our greatest pleasures. Through our customizable
juice menu we hope to satisfy th...
events with Auburn City
Schools, Auburn
University, Greek life,
and strategic
partnerships with
businesses who promote
a h...
For Example:
LEGAL STRUCTURE
Grow Juice Cafe is registered as a Limited Liability Company (LLC) under the laws of the
Stat...
franchising and new business start-up. She learned the staggering high mark-up on treats
yields nice profits but that high...
She has also worked at small businesses around Auburn including Amsterdam Cafe
where she served as a cook. While at Amster...
INSURANCE
The following insurance policies will be obtained for Grow Juice Cafe:
 Property
 General liability
 Umbrella...
PART IV: MARKETING PLAN
MARKETING OVERVIEW
Grow will compete on the basis of quality, taste, consistency, customer choice,...
3. Attend 1-2 local community events per month.
 Examples include PanHellenic philanthropy events, community
sporting eve...
MARKET ANALYSIS
TARGET MARKET
Auburn seeks to target Auburn University students, educated and health conscious
community m...
King, Tropical Smoothie, and already pre-packaged goods sold in grocery stores such as
Bolthouse Smoothie or Evolution Fre...
PACKAGING, PRICING, BRANDING, SALES STRATEGIES
All juices will be packaged in mason jars. These mason jars can be washed a...
There will be three punch cards:
#1 Buy 10 juices get one free
#2 Buy 5 small plates get a free soup
#3 Bring a new friend...
people in the community to be more active, it will also help improve how our store is
viewed in the public eye.
ADVERTISIN...
FINANCIAL DOCUMENTS
SUPPORTING DOCUMENTS
QUOTES
Mallory and Connie decided to take to the streets and ask all different types of community
mem...
“That would be great! There is no where that I can buy fresh pressed juice and the hassle
and cost of doing it myself is t...
SUPPORTING DOCUMENTS LINKS
http://online.wsj.com/news/articles/SB1000142405
2702304868404579191873373528770
MARKETING MATERIALS
Examples of what we’re looking to do.
Grow - A juice cafe business plan
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Grow - A juice cafe business plan

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A full business plan was required to complete Dr. Brian Connelly's Business Planning course in the spring semester of 2014. I completed this plan with my teammate Connie Berardinnelli.

This plan pulls from all departments of Auburn's business school and our diverse Entrepreneurship education especially our courses in finance and marketing.

Our plan also has a large sustainability element, where I used my education in Sustainability Studies to help our fictional business aim at supporting the "Triple Bottom Line" and regional sourcing starting in Auburn and working around the southeast.

We worked together drafting from scratch all of the components in our plan. For our final presentation, we used a prezi presentation to present to our class. My teammate and I received high honors on this project.

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Grow - A juice cafe business plan

  1. 1. 730 WEST MAGNOLIA AUBURN, AL 36830 EMAIL: GROWJUICEAUBURN@GMAIL.COM CONTACT: Connie Berardinelli, Mallory Cravens Prepared March 2014: Copy 1 of 4 This confidential summary has been prepared for those wishing to establish a business relationship with Grow Juice Café. By accepting a copy of this document, the recipient agrees not to reproduce in whole or in part, not to use it for any other purpose, and not to disclose any of its contents to third parties without written permission of Grow Juice Café. This document is a summary. It is furnished for information purposes only. No representation or warranty is made by Grow Juice Café or any other entity as to the accuracy or completeness of such information, and nothing contained in the summary is, or shall be, relied on as a promise or representation to the future.
  2. 2. TABLE OF CONTENTS Executive Summary Part 1: Structure of Business Part II: Organizational Plan Summary of the Business Products and/or Services Administrative Plan Location, Legal Structure Management and Personnel Accounting and Legal Insurance, Security Part III: Marketing Plan Overview and Goals of Marketing Strategy Market Analysis Target Market Competition Market Trends Marketing Strategy General Description, Methods of Sales/Distribution Packaging, Pricing, Branding, Sales Strategies Sales Incentives/Promotions Advertising Strategies, Public Relations, Networking Customer Service Implementation of Marketing Strategy Part IV: Financial Documents Part V: Supporting Documents
  3. 3. EXECUTIVE SUMMARY Grow Juice Café was established by Mallory Cravens and Connie Berardinelli. Both are enthusiasts of food and healthy living, as well as seniors majoring in entrepreneurship at Auburn University. As daughters of small business owners they have seen what it takes to own and operate a start-up. The Grow Juice Café concept was established in 2013 in response to emerging trends and the need for a healthy and unique dining option. There is currently no place in Auburn, Al to buy customizable, fresh pressed juices for cleanses and daily consumption. As the first to market, Grow will be able to capture a large share of the market and maintain a dominating presence. Located in a building with character and quirk, Grow Juice Café will serve fresh pressed juice, small plate options, soup, and dessert. Grow will have a store-front and delivery service. At the store there will be limited seating indoors as well as outdoors on the patio. In order to encourage sustainability Grow will offer discounts to customers that bring back their mason jars and reuse them and a discount to customers that walk, bike, or use public transit to get to the store. At Grow Juice Café we will work diligently to foster relationships with our customers as well as our community. We will do this through involvement in community events, strategic relationships with other local businesses, and providing helpful lifestyle advice to patrons. VISION STATEMENT Grow aspires to be the leading juice bar in Auburn and for our brand to be synonymous with a balanced and satisfying lifestyle. MISSION STATEMENT Grow’s primary responsibility lies within its community, to whom we offer regionally sourced fresh juice that epitomizes a viable healthy option. As the first juice bar in Auburn, we will emphasize personal relationships with our customers. Our value comes from supplying the people of Auburn and tourists alike with refreshing healthy products. Grow aims to maintain high profitability and ties to the community, so that it can serve customers for many years to come. MARKET OPPORTUNITY For community members over the age of 25 in Auburn, 60% have earned a bachelor’s degree or higher. These high education rates indicate that community members are well educated and have knowledge about their health. There are 14,391 people that work and live in Auburn and the daytime population due to commuting increases by 3,663. Grow will target these people on their way to work and during lunch breaks. The high amount of tourists drawn to Auburn for University functions will also be valuable customers. People coming from surrounding cities such as Atlanta and Birmingham have juiceries and will be interested in healthy options. Auburn as a community is thriving and many local
  4. 4. businesses have been welcomed with great enthusiasm. With a continually growing population and strong support for each other, Auburn is a perfect place to start a small, local operation. Overall, juicing is becoming a very popular trend. There is a shift toward healthy sustainable living all over the nation. Documentaries like “Fat, Sick, and Nearly Dead” and “Supersize Me” are fueling these health movements. In fact, health polls are showing that 68% of people prefer organic food. People want to know where their food is coming from and find local, regionally sourced food preferable. A survey of over 477 people conducted at various grocery stores in the Midwest concluded that 60% of shoppers are willing to pay a higher price for local produce. Grow will capitalize on these trends and be a trailblazer and advocate in Auburn for healthy living. MANAGEMENT Mallory Cravens is a self-proclaimed “food junkie” with a background in sales, marketing, and finance. A graduate of Auburn University with a major in Entrepreneurship, she is the daughter of second generation family business owners. Cravens brings real world experience with her from jobs with numerous small businesses. Personally, Cravens has a passion for food and living clean; in her own kitchen she has been juicing and developing experimental healthful recipes for several years. Personal Value Proposition: 1. Strong Organizer – Help Grow stay focused on important tasks as the company builds 2. Creative Thinker – Help Grow compete by pushing new ideas 3. Strong Relator – Help Grow develop key relationships inside and outside company 4. Achiever – Help Grow reach goals by maintaining strong personal work ethic and dedication. Connie Berardinelli is a self-defined “foodie” with a background in business and sustainability studies. Connie’s educational background includes a Bachelors Degree from Auburn University with a major in Entrepreneurship and Family Business with a minor in Sustainability Studies. Her mom owned and operated a small bakery for over ten years, and Connie herself has also worked at small businesses around Auburn. Personal Value Proposition: 1. Flexible and adaptive – Help Grow become adaptive to what the customer wants and be flexible with the challenges that come with a start-up 2. Creative Thinker – Thinking outside the box and pulling knowledge from a variety of experiences and disciplines. 3. Community Minded – Help Grow have a strong relationship with the community to encourage sustainable growth. 4. Value-Driven – Help Grow reach goals by maintaining commitments made to the company, the management team, and the community and ensuring no corners will be cut and the companies vision and mission will be withheld. COMPETITORS
  5. 5. Grow’s only competition is Earth Fare. No other store offers pure juice. Some substitute goods could be a potential threat. These include Smoothie King, Tropical Smoothie, and prepackaged goods sold in grocery stores. COMPETITIVE ADVANTAGE Grow Juice Café establishes its competitive advantage through superior customer service and community involvement, sustainability, convenience, and strategic partnerships. As the first customizable juice bar of its kind, customers will find a service that is not available anywhere else in Auburn. By giving customers the option to create their own juices and providing “grab and go” food options Grow will ensure efficiency, consistency, and quick convenience. Through community involvement and hosting wellness events Grow will become a lifestyle brand. Grow seeks to become the first restaurant in the Auburn community to promote enhancing the triple bottom line. We will do this in three ways; economically, socially, and environmentally. Grow will be able to accommodate the hurried customer through pre-packaged options. The delivery service will also enhance the convenience to the customer. Strategic alliances that Grow makes with other local businesses will give us legitimacy in the eyes of customers who have never tried our products before. They will also help us more effectively target our potential market. CAPITAL REQUIREMENT
  6. 6. PART ONE: STRUCTURE OF BUSINESS VISION STATEMENT: WHERE WE ARE GOING Grow aspires to be the leading juice bar in Auburn and for our brand to be synonymous with a balanced and satisfying lifestyle. MISSION STATEMENT: HOW WE WILL GET THERE Grow’s primary responsibility lies within its community, to whom we offer regionally sourced fresh juice that epitomizes a viable healthy option. As the first juice bar in Auburn, we will emphasize personal relationships with our customers. Our value comes from supplying the people of Auburn and tourists alike with refreshing healthy products. Grow aims to maintain high profitability and ties to the community, so that it can serve customers for many years to come. GOALS USING S.M.A.R.T. ANALYSIS: 1. CUSTOMIZATION AND CONSISTANCY: Grow plans to provide each customer with pre- made products, and if they are not satisfied with those they have the option to create their own.  Measured by customer satisfaction, consistency of taste and product. 2. ZERO WASTE: Grow plans to boost the triple bottom line by compositing all leftover produce items, and encouraging customers to re-use our jars or recycle them. We also plan to offer promotions to people who walk, bike, or utilize public transportation to our store.  Measured by amount of customers who re-use their jars, how many people promote in sustainable customer promotional campaigns. 3. BREAK EVEN: Grow plans to break even within one-two years of opening our doors.
  7. 7.  Measured by amount of units sold per day compared to our financial projections. S.W.O.T. ANALYSIS SSTRENGTHS  Strategic alliances with local companies  Delivery service  Customizable menu options  No direct competitors WWEAKNESSES  Start-up business (no brand recognition)  Limited work force  No retail space picked yet OOPPORTUNITIES  First to market to be the first specialized juice cafe in Auburn  Be the first zero waste sustainable business in Auburn TTHREATS  Other more established companies steal our business model  Complications with local food sourcing  Businesses around Auburn start to offer juice and/or vegetarian options
  8. 8. PART II: ORGANIZATIONAL PLAN SUMMARY OF BUSINESS The Grow concept was established by Connie Berardinelli and Mallory Cravens in February of 2014 in Auburn, Alabama. As students at Auburn University and advocates of healthy lifestyles, they recognized the demand for an eatery that provided fresh-pressed juice and healthy vegetarian options. Grow will consist of a storefront and local delivery business. Inside our eatery, we plan to serve juice and small plates. Grow will have four staple juices pre-made that will be offered year round. In addition, Grow will also feature two seasonal juices depending on what produce is in season, and customers will also be welcome to customize their own flavor from what produce we have in store. Cleanses will be available upon request with an appointment with a manager to custom create to ensure the customer is getting what they want. These juices and cleanses will be packaged and served in mason jars which customers are encouraged to bring back and re-use for a discounted price. There will also be drink carriers to carry cleanses. These carriers will be made out of recycled materials.
  9. 9. Grow will also serve vegetarian small plate and dessert options. These items will vary seasonally and will utilize the same produce our juices use. All food items will be packaged in to-go boxes that are either compostable or made out of recycled materials. Keeping with Grow’s commitment to sustainability, the business will also compost all leftover vegetables which they will give to the Auburn Community Garden. Grow also plans on utilizing a plot on the Auburn Community Garden growing their own herbs and eventually vegetables, aiming to become more self-sustaining.
  10. 10. Grow is an attractive investment because our low startup costs and the absence of competitors. As the first to market, we offer a unique service that meets an unsatisfied demand within the Auburn Community. Our customers view us as a sustainable lifestyle brand that they can trust. We must excel at creating a friendly environment that will foster our close customer relationships. Grow will strive to source our products regionally and aim to have organic and fresh local produce. Quality and consistency will be our measurable product goals. As our business develops we plan to adapt and learn based on our customer’s needs.* SEE EXTRA DOCUMENTS* PRODUCTS AND SERVICES Grow will be a juice bar and cafe serving fresh pressed juices, cleanses, small plates, soup, and dessert. There will be a simple menu with 4 staple juices, seasonal juices, and a juice of the week. Cleanses will be available upon request with an appointment with a manager to custom create to ensure the customer is getting what they want. There will also be small plate options, a vegetable soup, and a dessert item. The small plates and dessert options will change throughout the year depending on what produce is in season. Grow prides itself on serving a menu made with the freshest and purest ingredients. If space permits, the store will eventually sell a selection of locally made goods, such as jewelry, scarves, and candles. A very small percent of sales from these items will be kept by Grow and the rest will be given to the artists. Grow will also have a tip jar, where if patrons decide to leave a tip all funds collected will be distributed to AUMC food pantry. Grow will consist of a store-front where people can walk in and enjoy their juice and plates, as well as a delivery service to the Auburn/Opelika area. There will be limited seating inside and outdoors because the area of the store will be small. Decor is minimalist, modern and simple, using up cycled materials and unique accents. Grow will aim to create an open, intriguing and inviting atmosphere.
  11. 11. COMPETITIVE ADVANTAGE GROW WILL BE SUCCESSFUL There is a need for the type of juicery and cafe that Grow is bringing to Auburn. Grow’s competitive advantage can be broken down, all already successful on their own. The management team pulled together these components to build the infrastructure of Grow to become the leading juice bar in Auburn. WE ARE COMPETITIVE BECAUSE… Superior customer service is something that Grow will pride itself on. We do not only want to sell wholesome products but also sell a healthy and sustainable lifestyle. CONVIENANCE, SERVICE, INVOLVEMENT, PARTNERSHIPS, & SUSTAINABILITY. CONVIENANCE: Grow is the first customizable juice bar of its kind. Customers have the opportunity to choose one of our already pre-made juices, but if they are not satisfied they can choose their own and we will juice those vegetables for them. Although we welcome our customers to come and stay awhile, Grow will also have pre-fixed juices and vegetarian food options that will be packaged as “grab and go”. This will aim to ensure efficiency, consistency, and quick convenience. We want to forge close relationships with all of our customers and be there to give advice when needed. The customer is our most important
  12. 12. priority and serving them will be one of our greatest pleasures. Through our customizable juice menu we hope to satisfy their every demand and provide them with numerous juice options that can’t be found in a grocery store. SERVICE: Grow plans to be adaptive and flexible to the needs of the customer. A large part of our customer service comes from the management’s commitment to the customer. This is exemplified in Grow’s cleanses. Every customer who wants to order a cleanse will have a one-on-one consulting meeting with a manager to create their custom cleanse. This will ensure the customers health, happiness, and encourage them to come back for individualized attention. Grow also will offer a delivery service. INVOLVEMENT: Grow also aims to become a lifestyle brand through community involvement and hosting wellness events where customers can gain resources into a healthy lifestyle. Grow will participate and donate to various community wide activities. SUSTAINABILITY: Grow seeks to become the first restaurant in the Auburn community to promote enhancing the triple bottom line: Social, Economic, and the Environmental. SOCIAL  INVOLVEMENT: Grow will become involved in the community through ECONOMIC  FIRST TO MARKET: Grow will set the benchmark price for fresh juice in Auburn. ENVIORMENTAL  ZERO WASTE Grow will be the first restaurant to model a “zero waste” concept.
  13. 13. events with Auburn City Schools, Auburn University, Greek life, and strategic partnerships with businesses who promote a healthy lifestyle.  USE OF SPACE: Grow will have a small space retail space. This will allow like-minded people together to share ideas and create new bonds amongst the community. This encourages interactions and fosters relationships throughout the Auburn Community. This allows for a major price competitive advantage.  LOCAL ECONOMY: Grow’s management team resides in Auburn and frequent local businesses. Grow will bring money back to the Auburn community, bringing more tax dollars to the cities needs making Grow a more attractive destination.  SOCIO-ECONOMIC RESPONSIBILITY: All tips will be donated to the AUMC food pantry.  ECONOMIC INCENTIVES: Grow will give discounts to customers who practice sustainable activities.  COMPOST Grow plans to compost all organic waste and donate it to the Auburn Community Garden, where the management team plans to buy a plot to produce their own produce.  REGIONALLY SOURCING: Grow plans to source all products regionally to reduce the business’ carbon footprint.  MATERIALS All packaging materials will be either compostable or made out of recycled materials. The re-use of mason jars will be encouraged. ADMINISTRATIVE PLAN LOCATION We do not have a set location for Grow yet. It is important that grow is centrally located due to our delivery service, but it does not necessarily need to be in an area of high foot traffic. Grow is a destination type of business, most of our business will come from people that want our product and are willing to commute to it, not people that just so happen to stumble upon it while window shopping. Grow will require a 1000-1200 sq. ft. building. Outdoor seating is important and the store-front should be some-what visible from the street. It will be located inside a building with character, not a strip mall or around franchised businesses in a place like Tiger Town. The placement of grow needs to reflect the culture and image that Grow is trying to cultivate.
  14. 14. For Example: LEGAL STRUCTURE Grow Juice Cafe is registered as a Limited Liability Company (LLC) under the laws of the State of Alabama. MANAGEMENT AND PERSONNEL Grow Juice Cafe has a capable management team with direct knowledge of the product and the curiosity to continue to expand and “grow” along with the company. The team consists of Mallory Cravens and Connie Berardinelli. ADD MORE HERE MALLORY CRAVENS is a self-proclaimed “food junkie” with a background in sales, marketing, and finance. A graduate of Auburn University with a major in Entrepreneurship, she is the daughter of second generation family business owners. She grew up in a culture of self-accountability, while developing a firm grasp on what it takes to manage a business. Cravens brings real world experience with her from jobs with numerous small businesses including an internship with a master distributor of specialty fasteners in Dallas where she was able to hone her creative, communicative, and organizational skills. There she assisted with the organization of several of the company’s group events as well as assisting with updating the company’s customer data base. Cravens also worked for a local Auburn “Fro-Yo” shop for the past 3 years where she learned some basics about
  15. 15. franchising and new business start-up. She learned the staggering high mark-up on treats yields nice profits but that high rents and labor costs can quickly cut into those profits. These real life work experiences helped Cravens create her Personal Value Proposition which she brings to Grow: 1. Strong Organizer – Help Grow stay focused on important tasks as the company builds 2. Creative Thinker – Help Grow compete by pushing new ideas 3. Strong Relator – Help Grow develop key relationships inside and outside company 4. Achiever – Help Grow reach goals by maintaining strong personal work ethic and dedication. Personally, Cravens has a passion for food and living clean; in her own kitchen she has been juicing and developing experimental healthful recipes for several years. These experiences could prove very useful at Grow in developing the menu and keeping products relevant. Cravens has solid leadership experience; she represented her social sorority and business fraternity as an officer, delegate, and spokesperson at many conferences and meetings. She finds it easy to quickly make personal connections with new people and is comfortable being in unfamiliar situations. CONNIE BERARDINELLI is a self-defined “foodie” with a background in business and sustainability studies. Connie was raised by two parents with entrepreneurial spirits and strong organizational skills. Her mom owned and operated a small bakery for over ten years, and has worked numerous farmers markets and community events. Her father owned and operated a funeral home for over ten years and served on many philanthropy boards. She was raised with a drive to succeed and support the community. Connie’s educational background includes a Bachelors Degree from Auburn University with a major in Entrepreneurship and Family Business with a minor in Sustainability Studies, she will graduate in December of 2014. While taking sustainability classes, she learned the economic value of the “local food movement” and the environmental impacts of eating meat. This inspired her to start to convert to vegetarianism, trying to only eat meat once a week. This will help Grow’s mission for tasty vegetarian options.
  16. 16. She has also worked at small businesses around Auburn including Amsterdam Cafe where she served as a cook. While at Amsterdam, she helped execute a garden plot in the Auburn Community Garden and began a potential composting program in the kitchen, working directly with the executive and sous chef. She also served as lead prep cook with seasonal menu changes where she mastered her organizational and managerial skills as well as an eye and taste for a consistent product. This will help Grow expand and adjust to different seasons and challenges. Connie has been involved in and has held leadership positions in a social sorority, a business fraternity, Auburn Real Food Challenge Committee, Auburn Universities Committee of 19, and has volunteered at AUMC Food Pantry, The “Big House”, and Auburn University’s Rural Studio. With these experiences, Connie has solidified her involvement in Auburn’s community and has helped organize events, promotional activities, and marketing plans. This will help foster grows development beyond the first year to ensure sustainable organic growth. Her education, involvement, work experience, and personal interests create her Personal Value Proposition which she brings to Grow: 1. Flexible and adaptive – Help Grow become adaptive to what the customer wants and be flexible with the challenges that come with a start-up 2. Creative Thinker – Thinking outside the box and pulling knowledge from a variety of experiences and disciplines. 3. Community Minded – Help Grow have a strong relationship with the community to encourage sustainable growth. 4. Value-Driven – Help Grow reach goals by maintaining commitments made to the company, the management team, and the community and ensuring no corners will be cut and the companies vision and mission will be withheld. ACCOUNTING Day-today book keeping will be done in-house using GAAP. LEGAL For all legal aspects relating to the business, Grow Juice Cafe has retained the services of Samford & Denson, LLP, 709 Avenue A, Opelika, AL 36803.
  17. 17. INSURANCE The following insurance policies will be obtained for Grow Juice Cafe:  Property  General liability  Umbrella/Excess Liability  Workers compensation For all its insurance needs, Grow Juice Cafe has retained the service of Elliott Insurance Agents, 211 2nd Ave., Opelika, Al 36803. SECURITY Grow Juice Cafe plans to use a sophisticated point of sale system that will be the foundation of accounting controls for the cafe. It will provide staff members with the means to enter all customer orders, time & attendance, and payments. This will provide the management team with reports on food and beverage usage. This information will be utilized to conduct weekly inventory and then compared to purchases. Any variances will be analyzed and resolved weekly. This system will be a huge asset in helping the management team make effective decisions. Credit card payments will also run through the POS system and processed via encrypted broadband connection to the company’s credit card processor. This will eliminate the need for employees to manually record customer information. Additionally, any customer information that is retained for marketing purposes will be housed on the company’s servers with only the managers having access. Physical security will be controlled through an in-house closed circuit camera system. The size of the Cafe will only require 2-3 cameras; one in the front of the store, one in the kitchen, and one outdoors. A monitor will be housed in the managers office and will only be able to be accessed by the managers. A password protected VPN client on the owners workstation off premises will provide the ability to monitor activities whenever necessary. Cash will be kept in a safe in the Cafe that only the managers and owners will have access to. The office will be locked at all times. Bank deposits will be conducted at the end of each day to reduce the cash that is left on premise. All transactions will be tracked for constant auditing.
  18. 18. PART IV: MARKETING PLAN MARKETING OVERVIEW Grow will compete on the basis of quality, taste, consistency, customer choice, pure vegetarian options, and customer service just to begin. Connie and Mallory believe that Grow will immediately succeed in the Auburn community which will give the company the chance to expand quickly due to the high demand. Grow will be the trailblazer of the juicing cafe industry. The management team plans to target a like-minded customer base throughout the Auburn community by participating in community events and also having an aggressive social media presence. Along with that, we will form strategic alliances with other local auburn businesses to help promote our legitimacy. This will include promotional events, tastings, giveaways, and more. We will aim to target a niche market that includes upper middle and upper class customer segments, as well as students from the University. Our customers will seek advice on a healthy lifestyle from their trusted management team. Grow also aims to become a lifestyle brand throughout the Auburn community, promoting health and wellness through their cafe and social media presence. MARKETING GOALS 1. Establish Grow as an authentic juice cafe. 2. Obtain at least 5 strategic alliances within the first year of business.  We plan to target Overall Company, Yogafly, Wake Up Coffee, Pure Barre and Dayspring Nature Shoppe.
  19. 19. 3. Attend 1-2 local community events per month.  Examples include PanHellenic philanthropy events, community sporting events, and Auburn City School community events. 4. Get 3,000 likes on our Facebook page within the first 6 months.  Our social media presence will begin prior to opening. 5. Instagram a picture twice daily and keep an to date social media presence  Our Instagram account and blog will record all activities prior to open to begin to gain followers.
  20. 20. MARKET ANALYSIS TARGET MARKET Auburn seeks to target Auburn University students, educated and health conscious community members, professionals, and tourists alike. We also seek to target our customers during the day. For population 25 years and over in Auburn:  High school or higher: 94.4%  Bachelor's degree or higher: 60.0%  Graduate or professional degree: 28.3%  Unemployed: 7.6%  Mean travel time to work (commute): 16.2 minute Daytime population change due to commuting: +3,663 (+7.0%) Workers who live and work in this city: 14,391 (62.7%) Estimated median household income in 2011: $38,031 ANALYSIS Because of these factors, Grow will be able to maintain a sustainable business. The high education rates in Auburn explain that people are knowledgeable about their health and want to see a change in Auburn. Grow seeks to fill that gap and target them for business. While on a commute to work, Grow will become a popular destination. The average income and demographics of Auburn will be able to support the sale and volume we project in Auburn. Auburn is also a unique place to begin a business due to the high amount of tourism. People coming from surrounding cities such as Atlanta and Birmingham have juiceries and look for healthy options when visiting. Grow will become a tourist attraction and fill the needs of that niche market. COMPEITITION Grow’s only direct competition is Earth Fare. No other store has pure juice. Our only other competition would be substitute goods around the same price point such as Smoothie
  21. 21. King, Tropical Smoothie, and already pre-packaged goods sold in grocery stores such as Bolthouse Smoothie or Evolution Fresh juices. MARKET TRENDS Auburn is an ideal place to open a business because it is a thriving city. The population is growing and continues to grow. The small town feel causes people to be loyal to their local businesses. There is a rising trend in health awareness. * See supporting materials for resources * MARKETING STRATEGY GENERAL DESCRIPTION, METHODS OF SALES/DISTRIBUTION 1. SOCIAL MEDIA: Grow will have a social media presence on Facebook, Instagram, Twitter, and Tumblr. 2. WEBSITE: Tumblr will be used to blog and become the first phase in Grow’s online presence. Once opened, Grow will create an online website that will be linked through the blog. This will be used to promote the Cafe. Additionally, patrons will be able to view the menu, seasonal specials and information about the cafe. 3. FLYERS: Grow will utilize campus bulletin boards and spaces around town to post flyers about sales promotions and opening dates (see supporting documents) 4. RETAIL SPACE & DELIVERY TRUCK: Grow will operate from a facility between 1000- 1200 square feet. Grow also plans to deliver around the local community by car. Delivery Service will be charged as follows.
  22. 22. PACKAGING, PRICING, BRANDING, SALES STRATEGIES All juices will be packaged in mason jars. These mason jars can be washed and brought back into the store to be refilled for a lowered price. Drink carriers will be provided for those purchasing a cleanse so that they may carry all jars with ease. The small plate items as well as the soup will be packed in small to-go containers for convenience. To go bags will also be provided for those that need them. The Grow logo will be affixed on every package with a stamp. SALES INCENTIVES/PROMOTIONS 1. Grow will offer coupons to people events we attend and also give out free samples. We hope that through our support of the local community people will see us as a trustworthy and legitimate brand. We plan on implementing “punch cards” that we will hand out at events as well as keep in the store.
  23. 23. There will be three punch cards: #1 Buy 10 juices get one free #2 Buy 5 small plates get a free soup #3 Bring a new friend, get a free sweet treat to share. 2. Through our social media outlets we will offer exclusive deals those that “like” our Facebook page or “follow” our twitter. These offerings should not only incentivize people to come in and try our products but also to follow our social media. Connie and Mallory also plan to have a “Tumblr” account where they will post weekly blogs. 3. Our Instagram account will be the most important account for us, because it will link our social media plan together. We will Instagram at least two pictures daily of things like management team in store, special juices, our customers buying our juice, updated interiors, trips to the community garden or events, or any special lunch items. We also plan to contests that require people to repost pictures of our products in order to participate. This will help with our word of mouth style of advertising and keep us on peoples instagram feeds to check out what we are doing. 4. An important thing for us to take advantage of will be offering promotions during peak seasons. Right after new years, before spring break, and the summer months will be huge peaks of business for us because people will be searching for healthy alternatives. In order to capitalize on these we will offer discounts on cleanses, special prices on the juice of week, and deals on small plates when you buy more than one. With people already searching for healthy options, offering discounts will help ensure that people choose us instead of our competitors. This will also help encourage our loyal customers to our brand. This will help Grow become Auburn’s go-to for cleanses and healthy choices. 5. Lastly, we are a business committed to sustainability. It is important that we offer incentives to people who share our same values. We will always offer discounts to people that walk, bike, or take public transit to the store. Not only will this help get
  24. 24. people in the community to be more active, it will also help improve how our store is viewed in the public eye. ADVERTISING STRATEGIES, PUBLIC RELATIONS, NETWORKING By advertising on our Facebook, twitter, Instagram, and Pinterest accounts we will get people talking about our brand. We aim to stir excitement and buzz through pictures of our products and information about our services. A huge asset to us will be word of mouth so it is important for us to get the word out to as many people as possible, so that they may spread the word to their friends. Social media is the cheapest and fastest spreading medium that we can access. Grow will also have a presence at community events and on campus. Through our support of community events we hope that people will begin to see us as a friendly and accessible resource. Our goal is to be viewed as part of the neighborhood and as a truly local establishment. We will also have a presence on campus events. Participating in things like the health fair and setting up informative tables on the concourse will allow us to tap into the student customer market. IMPLEMENTATION OF MARKETING STRATEGY In House Responsibilities - Networking - Attending Events - Maintaining & Keeping up with Social Media - Advertising flyers - Public relations - Website updates Possible Outsource Functions -Search engine optimization -Website design
  25. 25. FINANCIAL DOCUMENTS
  26. 26. SUPPORTING DOCUMENTS QUOTES Mallory and Connie decided to take to the streets and ask all different types of community members if they would buy products at Grow Juice Cafe, these are a few quotes from them: “I have been waiting for a Juice bar to come to Auburn! I would go there all the time.” -Gloria Raney, Senior at Auburn University “I’ve never considered myself a healthy eater, but maybe if it were made easier and I had some help I could give it a go.” -Alex Daberie, Senior at Auburn University
  27. 27. “That would be great! There is no where that I can buy fresh pressed juice and the hassle and cost of doing it myself is too much.” -Sierra Bernard, hair stylist at Tiger Lily “We have so many juice bars in Atlanta. I miss them! I would go to Grow all the time if it opened in Auburn!” - Arista Durden, Senior at Auburn. “There’s a place like that in Charlotte! I Love it. I love having the option to eat vegetarian” -Lauren Bills, Senior at Auburn. “A local juice bar would be great. I think getting local businesses together to cross-market each other is great” -Local Business Owner “With all these fried chicken places, I think the community could really benefit from a healthy option.” - Suzanne Bentley, retired elementary school teacher “What an awesome idea, my wife would love that and maybe she could convince me to try it too.” -Dan Bauchman, father of 3 “There really is nothing like that in Auburn, I would love to see the opening of more local businesses.” -Tod Bottcher, local restaurateur
  28. 28. SUPPORTING DOCUMENTS LINKS http://online.wsj.com/news/articles/SB1000142405 2702304868404579191873373528770
  29. 29. MARKETING MATERIALS Examples of what we’re looking to do.
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A full business plan was required to complete Dr. Brian Connelly's Business Planning course in the spring semester of 2014. I completed this plan with my teammate Connie Berardinnelli. This plan pulls from all departments of Auburn's business school and our diverse Entrepreneurship education especially our courses in finance and marketing. Our plan also has a large sustainability element, where I used my education in Sustainability Studies to help our fictional business aim at supporting the "Triple Bottom Line" and regional sourcing starting in Auburn and working around the southeast. We worked together drafting from scratch all of the components in our plan. For our final presentation, we used a prezi presentation to present to our class. My teammate and I received high honors on this project.

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