Dos Coffee and Wine Bar conducted surveys and a focus group to learn more about their target market of Flagler College students. The focus group found that few students had heard of Dos and some were turned off by the atmosphere. The survey showed that word of mouth was the primary way customers heard about Dos, and most wanted student discounts and promotions. Respondents also preferred flavor over caffeine and were willing to wait up to 5 minutes for coffee priced between $3-4. Dos was recommended to offer happy hour specials, student discounts, and better promote their unique coffee quality through improved advertising.

1. 1
Dos Coffee and Wine Bar
Ashley Blanco, Caitlin Ludwig, Christine Collins, Megan
Pariseau, Samantha Koivisto

2. 2
Executive Summary
• In 2013, Dos Coffee and Wine Shop opened at the
end of a highly trafficked, competitive area at the end
of San Marco in downtown St. Augustine
• There is no foot traffic near the shop’s location, which
poses a problem
• Advertising to Flagler students is limited as there is a
strict on-campus alcohol policy

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Mission
• Dos’ mission is to bring the culture of gourmet coffee
to St. Augustine through their pour-over technique
• Dos serves as a venue for live music, private events,
and a place to come spend time and study

4. 4
SWOT Analysis
• Strengths
• Unique selection of coffee and wine
• Parking available
• Serves as a venue space
• Weaknesses
• Wait time
• Distance from Flagler
• Lack of discount programs
• Unattractive exterior

5. 5
SWOT Analysis
• Opportunities
• Increase performances by local artists
• Partner with Flagler’s art department
• Threats
• Local coffee shops and cafés closer to Flagler
• Seasonal target market
• Flagler’s alcohol policy

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RATIONALE
• We conducted surveys to gain quantitative knowledge
about our target market
• We hosted a focus group to get qualitative
information from members of our target market
• We chose these methods because they were
convenient for our participants and because they were
cost-effective for our client

7. 7
Focus Group
• Very few students had ever heard about Dos
• 2 out of the 8 students heard about Dos through Facebook
• A few of the students were turned off by the atmosphere
of the shop
• Some students said they were loyal to their current coffee
shop
• Mixture of those that would come and go, and those that
would stay and do homework

8. 8
Online Survey
• We collected data from 31 respondents
• Only 4 of the 31 people surveyed had heard of DOS
• Only 2 out of the 4 who heard of DOS had tried pour over coffee
• A majority of respondents would be more likely to hangout in study friendly
environments with free wifi, comfortable seating, good tables, etc
• A lot of respondents were skeptical on late night hangout, if they did want one it
had to be live music and chill-- not house or dub-step music
• Many wanted student discounts, promotions and punch cards as incentives to
return

9. 9
• 26% were willing to wait less than 3 minutes for a cup of coffee
• 63% were willing to wait 3 to 5 minutes
• 10% were willing to wait over 5 minutes

10. 10
• 32% were willing to pay $2-$3
• 54% were willing to pay $3-$4
• 12% were willing to pay more than $4
10

11. 1111
• 51% heard through word of mouth
• 6% heard through flyers
• 3% heard through yelp
• 38% heard through Facebook/Twitter

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• 67% said they preferred flavor over caffeine
• 32% said they preferred caffeine over flavor
12

13. 13
Limitations
• Small focus group which did not allow for a lot of
insight
• Not a well known coffee shop among Flagler students
• Dos has a small number of employees, resulting in
limited availability of the owner

14. 14
Recommendations
• Dos should suggest a happy hour that would include
half off coffee specials
• Student discounts
• Market the unique quality of their coffee
• The right advertising and marketing tactics should be
implemented

15. 15
Conclusion
• Comments or questions?