Marketing plan created for an original business I invented for my Marketing Principles class to demonstrate the skills achieved and learned within the class.

1. 
Creative Beans
Coffee House and Art Studio

2. Executive Summary:
 The purpose of Creative Beans is to create an environment that presents
a new form of entertainment to a wide range of age groups. We provide
quality hot drink beverages as well as breakfast and lunch foods. You will
have the opportunity to capture lifelong memories with friends and family
by creating a work of art through our offered painting sessions. We
guarantee a stress-free environment where you can paint, study, work, or
chitchat. Creative Beans strives to give back to its community as well as
build lasting relationships with its customers.
 We are located in downtown Lakeland, a hotspot for business men and
women as well as high school and college students.
 Although we attract men and women of all demographics we focus
primarily on drawing in the 18-40 year old age groups.

3. Mission Statement :
 Creative Beans is not your average coffee shop.
Not only do we offer a variety of baked goods and
espresso beverages, but we also give our
customers the chance to release their inner artist by
creating a masterpiece. This shop gives a group of
high school students something fun to do on a
Friday night; college sweethearts the perfect date
night; and adults the chance to unwind and catch up
from their hectic home and work life.

4. Goals
 Financial
 See our net worth double in two years
 Maintain a healthy 59% gross margin
 Have reasonable operating expenses
 Nonfinancial
 Offer a positive and creative environment
that welcomes all demographics
 Form lasting relationships with our
customers creating a loyalty base
 Always serve fresh, homemade products
that guarantee satisfaction

5. Objectives
 Generate profit from the first month of
operations
 Build customer loyalty with MVP cards and
satisfied experiences
 Maintain an energetic and friendly team of
staff members that care about the customers
and the service they are providing
 Become a top hangout destination in
Lakeland
 Give back to our community by hosting
charity events such as auctioning off art that
is created in our shop
 Sell an average of 300 cups of coffee per
day; the typical amount for a standard coffee
shop

6. Strengths/Opportunities:
 Creative Beans is not your typical coffee shop. Customers come to for an experience. By
providing art mediums and canvases, customers can dive into their own world. Our
entertainment not only includes art in the form of paint, but we will also host poem
readings and open mic nights for the aspiring singer. We use every artistic medium to
engulf our customers in our local coffee house atmosphere.
 The market for coffee is in high demand, especially to our target market, which includes
teenagers and adults.
 Our entertainment is appealing to every demographic and open to all age groups. The
café aspect will draw our customers in and our unique experience will keep them coming
back for more. We provide services everyday of the week and extend hours on
Thursdays, Fridays, and Saturdays. We also provide single and group paint lessons.
 We are an eco-friendly business. We plan to do our best using as little electricity as
possible, implementing the use of dim lighting and energy efficient light bulbs. We will also
recycle our materials.
 We provide free WiFi to all customers for efficient studying and work purposes.
 Our employees will be cross-trained to be able to work any area of the business with
ease. Top management will delegate decision-making power to lower level workers in
order to satisfy customer needs in a fast and convenient manner.

7. Weakness/Threats:
 Our competition includes Starbucks and Dunkin
Donuts, both of which have strong customer
loyalty. It will be hard to break the habits of
someone who has a set daily routine. However,
we believe that our unique experience will
attract a large consumer base.
 Because we are just starting off, we have limited
financial resources to compete with our already
stable competitors.
 We occupy an area that is populated with other
local coffee houses, none of which, offer any
other type of entertainment like Creative Beans.
 Although we offer services to everyone, we
attract a greater female population.

8. Industry Analysis
 According the the National Coffee Association coffee
consumption jumped five percentage points in 2013
 83% of U.S. adults drink coffee and daily consumption
remains at a steady 63%
 One third of the population partakes in drinking gourmet
coffee each day

9. Competitors
 Our Competitors
include:
 Chain Coffee Shops
 Dunkin Donuts
 Starbucks
 Panera Bread
 Local Coffee Houses
 Mitchell’s Coffee House
 Black and Brew Coffee
House
 Divicious Deli and
Coffee House

10. Target Market
 Creative Beans’ target
market is made up of
teenagers and adults
 We are located in a city
that is close in proximity
to several businesses as
well as schools such as
Lakeland Senior High,
Kathleen High School,
and Florida Southern
College

11. Product:
 We serve the finest coffee,
espresso, and hot drink
beverages. Our artistic spirit is
reflected in our specialty drinks
and latte art. We provide
homemade pastries that are
baked fresh each day as well as
breakfast sandwiches, salads,
and paninis.
 We also rent out easels and
canvases for painting exercises.
We offer individual and group
sessions which can be taught by
a professional artist upon
request.

12. Promotion:
 We post flyers on high school and
college campuses throughout
Lakeland.
 Newspaper Ads ( Runs for 30 day
in local newspaper, 60 days online
paper) $150.00
 We will give out MVP cards and
coupons to keep customers coming
back as well as rely on satisfied
customers to spread the news
word-of-mouth
 Use Facebook and Twitter to reach
our target market

13. Place / Distribution:
 Store-front
 We are located in Downtown, Lakeland which is in
close proximity to several businesses as well as
schools such as Lakeland Senior High, Kathleen High
School, and Florida Southern College

14. Price
 Creative Beans plans to set
prices that are reasonable to
the consumer, competitive in
our market, and profitable in
order achieve our financial
goals.
 We attract consumers of all
incomes.
 Aside from food purchases we
have reasonable deals for our
art lessons such as group
discounts and party plans.

15. Financial Analysis
 Startup Expenses- $64,682.74
 Building Rental (Utilities included)- $30,000/ Year
 Kitchen/ Restaurant Equipment- $11,782.93
 Art Studio Equipment- $2,200.90
 Food Purchased/ Materials- $15,740
 Insurance/Legal Expenses/ Security- $4,054.91
 Advertising- $904
 Operating capital: $70,123 (first two months)
 Employees and owner's salaries of $28,672 for the first two months
 Profit $41,451

16. Implementation Plan
 Creative Beans will brew up some
business with our three year start-up
plan. We will enhance our business
by focusing on getting new
customers, retaining existing
customers, and increasing frequent
visits and spending. Customer
satisfaction is our top priority because
customer loyalty is the reason for
success in our business due to sales
and referrals to future consumers.

17. Evaluation and Control
 Every month top managers
will sit down, pull out the
books, and compare our
outcomes with our goals.
We will make adjustments
in problem areas and
exploit our strengths.
 Our small employee count
will make it easy for us to
keep an eye on all
operations and predict
trouble before it happens.