This document provides a media kit for Curt's Cafe that outlines their marketing and promotional strategy. It includes sections on brand analysis, SWOT analysis, competitive analysis, research analysis, target consumers, objectives, and proposed tactics across various channels. The key points are that Curt's Cafe aims to increase awareness among local realtors and families by 30-50% and communicate that customers come for the coffee and stay for the homey atmosphere. Tactics proposed include social media campaigns, print ads, online ads, email blasts, and events like a farmers market or 4th of July parade participation. The overall goal is to solidify Curt's as the welcoming neighborhood coffee shop in Evanston.
Along with three other undergraduate students from Boston University, I conducted primary (in-store observations, focus group discussions, 1-on-1 interviews) and secondary research (brand audit) on the fast-casual industry, focusing on Shake Shack. After a review of the relevant trends, we drafted a creative brief, pointing out opportunities for business growth.
10 exciting dining trends to be served up in 2018DG Consulting
From the evolution of vegetable dishes and a new focus on botanicals, to a deeper need for personalised customer interactions and ownership of ethical responsibilities – here are 10 Dining and Drink Trends Expected to Make an Impact in 2018
Performed detailed analysis and research of the specialty coffee industry by conducting professional and customer interviews. Analyzed problems with two direct competitors and created a third product that solved those problems.
Along with three other undergraduate students from Boston University, I conducted primary (in-store observations, focus group discussions, 1-on-1 interviews) and secondary research (brand audit) on the fast-casual industry, focusing on Shake Shack. After a review of the relevant trends, we drafted a creative brief, pointing out opportunities for business growth.
10 exciting dining trends to be served up in 2018DG Consulting
From the evolution of vegetable dishes and a new focus on botanicals, to a deeper need for personalised customer interactions and ownership of ethical responsibilities – here are 10 Dining and Drink Trends Expected to Make an Impact in 2018
Performed detailed analysis and research of the specialty coffee industry by conducting professional and customer interviews. Analyzed problems with two direct competitors and created a third product that solved those problems.
Grenada AgriTourism Policy Setting Workshop
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Grenada
In collaboration with OECS, CTA, IICA,
Radisson Grenada Beach Resort, Grand Anse, St. George, Grenada
September 17-18, 2019
This is supposed to be a group project.
For my ability's challenge, I did it on my own, no matter makeup,style etc.
Sorry for some works are missing and thank for your view.
I can be reached anytime via email at yiwinglee@gmail.com or my cell phone, +852 6050 1292.
Interesting data about millenials regarding the use of coffee, instant coffeee and specialties. The information was picked up from our research presentatons made by our agency for different projects.
Final 320 final presentation liana wongssuserfd0173
This presentation was a hypothetical event plan for Olipop soda. The presentation showcases the mission, vision, and values as well as employee experience through research of the company.
An overview of the top 12 food trends for 2016, originally completed at the beginning of 2016. For each trend Symrise analyzes the source of inspiration and the top consumes related to the trend. We then look at which industry publications are picking up on the trend, menu examples, news stories and finally the Symrise take on the trend.
Final presentation presented to executives from Popeyes, KIA, YuMe, and Melt. The presentation included a "Best In Class" sponsorship case study, Popeyes brief and future marketing suggestions. The goal of the presentation was to address Popeyes future in college sports sponsorship and their current holdings in the Bahamas Bowl.
Grenada AgriTourism Policy Setting Workshop
Policy setting for improved linkages between agriculture, trade and tourism: Strengthening the local agrifood sector and promoting healthy food in agritourism.
Workshop organised by the Government of Grenada
In collaboration with OECS, CTA, IICA,
Radisson Grenada Beach Resort, Grand Anse, St. George, Grenada
September 17-18, 2019
This is supposed to be a group project.
For my ability's challenge, I did it on my own, no matter makeup,style etc.
Sorry for some works are missing and thank for your view.
I can be reached anytime via email at yiwinglee@gmail.com or my cell phone, +852 6050 1292.
Interesting data about millenials regarding the use of coffee, instant coffeee and specialties. The information was picked up from our research presentatons made by our agency for different projects.
Final 320 final presentation liana wongssuserfd0173
This presentation was a hypothetical event plan for Olipop soda. The presentation showcases the mission, vision, and values as well as employee experience through research of the company.
An overview of the top 12 food trends for 2016, originally completed at the beginning of 2016. For each trend Symrise analyzes the source of inspiration and the top consumes related to the trend. We then look at which industry publications are picking up on the trend, menu examples, news stories and finally the Symrise take on the trend.
Final presentation presented to executives from Popeyes, KIA, YuMe, and Melt. The presentation included a "Best In Class" sponsorship case study, Popeyes brief and future marketing suggestions. The goal of the presentation was to address Popeyes future in college sports sponsorship and their current holdings in the Bahamas Bowl.
Coffee Shop Business Plan Template. Excellent high quality documents in Word, Excel and PowerPoint for starting a Coffee Shop and writing a business plan.
If you have wanted to start a Coffee Shop this is for you.
More Info. and reviews at: https://www.fiverr.com/jssnetbay/deliver-a-coffee-shop-business-plan
By using these document you will easily learn how to make, write and create a business plan for starting a coffee shop.
The Business Plan covers the following sections:
I. Executive Summary 2
Financial Highlights 3
Objectives 3
Mission Statement 3
Keys to Success 4
II. Description of Business 4
Concept 5
Operations 5
Purchasing 5
Maintenance 6
Policies 6
Customer Service 6
III. Management & Personnel 7
IV. Marketing 8
V. Industry Analysis 10
VI. Market Analysis 11
VII. Property Analysis 12
Interior Build-out 12
VIII. Products and Services 13
IX. SWOT Analysis 14
X. Financial Analysis 15
Sales Forecast 15
Personnel Forecast 16
Startup Forecast 16
Startup Funding 17
Profit & Loss Forecast 18
Cash Flow Forecast 19
Balance Sheet Forecast 20
Year 1 Monthly Profit & Loss 21
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
Nespresso case analysis for a Channel Management course within IE Business School's Master in International Management marketing specialization. Delivered to Professor Fernando Cortinas and Professor Maria Teresa Aranzabal Harreguy.
4. Category & Industry Analysis
✤ Coffee Trends
✤ Most popular drink in the world
✤ 400 million cups consumed by Americans per day
✤ 40 % of drinkers are 18-24
✤ 54% of drinkers are 25-39
✤ Cafe Trends
✤ Casual atmosphere
✤ Limited menu - more emphasis on socially responsible menu items and
ingredients
✤ Trendy words: Organic, Shade grown, Sustainable, Fair-trade certified
1
5. Brand Analysis
✤ Opened April 20, 2012
✤ Curt’s: Cultivating Unique Restaurant Training
✤ “Dining with a purpose”
✤ Helps at risk youth by teaching them basic life skills and work training
✤ Simple & competitive menu - local, fresh and quality ingredients
✤ L.I.F.E Strategy
✤ L : Basic Life Skills, I : Intellectual Skills, F : Food Service Skills &E : Experiential
Skills with mentors
2
6. SWOT: Strengths
✤ Friendly Staff
✤ Relaxing, cozy and homey atmosphere
✤ Competitive prices
✤ Good quality ingredients - Local & Fresh
✤ Focused on neighborhood improvements
✤ Healthy options
✤ Positive mission
✤ Good meeting place
✤ Appeals to all ages
3
7. SWOT: Weaknesses
✤ Friendly staff, however, service needs improvement
✤ Limited and generic menu
✤ Small kitchen (temporarily)
✤ Disjointed area - cafe and “living room”
✤ Revolving door of new employees
✤ Low awareness
✤ Cafe closes too early (Just 8)
4
8. SWOT: Opportunities
✤ Extend customer loyalty benefits to the local realtors and general Evanston
community
✤ Have a permanent staff along with the kids at risk
✤ Extend store hours into the evening
✤ Ability to offer more events in “living room”
✤ Expand catering - more options along with gourmet look and taste
✤ Highlight one signature item
5
9. SWOT: Threats
✤ Local coffee shops near Northwestern University and surrounding areas
✤ Too far from NU campus and purple line
✤ Economy - customers are not buying as often
✤ Employment issues - not a professional/traditional staff
✤ Losing federal grants
✤ Need to focus on one view point such as social mission or menu (slow down on
all the side projects)
6
10. Primary Competitive Analysis
✤ Starbucks
✤ Strengths
✤ One of the most popular coffee chains in the U.S.
✤ Known for high quality coffee
✤ Convenient
✤ Weaknesses
✤ Expensive
✤ Inability to have a “mom and pop” feeling
✤ Markets coffee more than other items on menu
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11. Primary Competitive Analysis
✤ 7- Eleven
✤ Strengths
✤ Offers variety of soft drink and food options - One stop shop
✤ Strategically placed on every corner for convenience
✤ Better prices
✤ Weakness
✤ Offer hot meals with no nutritional balance
✤ Lacks healthy food options
✤ Coffee is just okay
8
12. Primary Competitive Analysis
✤ Old Neighborhood Grill
✤ Strengths
✤ Offers fast service with competitive prices
✤ A variety of options (American & Mediterranean cuisine)
✤ Hip restaurant for younger customers
✤ Weakness
✤ Not well known in Evanston Area
✤ Just a fast food joint
✤ No waiters & waitresses
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14. Brand Equity Statement
✤ Brand Essence
✤ “Inspiration you can taste”
✤ Quality, Warm Beginnings
✤ Creative Community with Homemade products
✤ Purpose driven and inspirational
✤ Motivated, giving and welcoming environment
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15. Brand Equity Statement
✤ Core Identity
✤ Great coffee
✤ Wide selection of quality coffee
✤ Mission Driven
✤ Curt’s is a glass half full kind of people who give anyone who comes in an
equal opportunity to succeed
✤ Homey Atmosphere
✤ A great place to unwind and be productive in a loving environment.
12
16. Brand Equity Statement
✤ Extended identity
✤ Friendly Staff
✤ The staff is full of great personalities who make you feel part of the
community
✤ Embracing
✤ Supportive of all people from different background, creeds and
lifestyles
✤ Quality Food
✤ The menu is full of fresh, local ingredients at competitive prices
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17. Brand Equity Statement
✤ Value Propositions
✤ Functional Benefits
✤ Curt’s Cafe offers a wide variety of house brewed coffee, homemade
pastries, and a fresh menu
✤ Emotional Benefits
✤ Improve the community by staying true
✤ A great cafe to get to know your neighbors
✤ The atmosphere offers a comforting environment for all
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18. Brand Equity Statement
✤ Relationship
✤ Be the cafe in the community you can count on. A place where
neighbors and employees are invited to learn, relax and enjoy
coffee.
15
19. Research Analysis
✤ Qualitative: One-on-one Interviews
✤ At Curt’s (Staff & customers) and other local cafes (Starbucks, Caribou)
✤ Coffee drinkers value atmosphere over most else. Product/coffee and
service are the “bait”, atmosphere drives retention.
✤ Typical drinkers visit twice a week and becomes a part of daily routine
✤ Insight: Atmosphere and “FEELING” drive retention.
16
20. Research Analysis
✤ Quantitative: Survey Monkey
✤ Online research conducted lead to the following insights:
✤ Consumers tried Curt’s based off of social mission and friend’s
recommendation (another example of community factor)
✤ Consumers said it’s “very important” or a “driving factor” about giving
business to a brand with a social mission
✤ Insight: Consumers care strongly about COMMUNITY.
16
21. Consumer Analysis
✤ Demographics
✤ Evanston is the primary consumers of Curt’s
✤ Racial Demographics:
✤ 66% White/Caucasian
✤ 18% Black/African-American
✤ Primary groups that visit Curt’s:
✤ Mothers with children
✤ Women’s outings
✤ Fathers with Children
✤ Senior Citizens, Young Adults (18-25) 17
22. Consumer Analysis
✤ Key Insights
✤ Coffee drinkers visit favorite cafe at least twice a week
✤ Consumers find coffee and food quality important but atmosphere
is much more important
✤ Word of mouth is the primary source of recommendations for small
cafes
✤ 78% of respondents live one mile away from Curt’s
✤ 100% of respondents knew of the social mission
✤ Social mission was the main reason they come to Curt’s
18
23. Consumer Analysis
✤ Key Benefits
✤ Emotional
✤ The brand becomes a welcoming coffee shop for patrons
✤ Rational
✤ Caffeine is the main energy source of people’s daily routine
✤ Cafes are a great spot to study or hold business meetings
19
24. Target Selection & Rationale
✤ Primary
✤ Evanston realtors on Central St.
✤ Realtors are a major part of Curt’s current business
✤ Make Curt’s as a place to sit in for lunch and stay for the atmosphere
✤ Offer the dining room as a place for realtors to meet with current or
potential clients
✤ Secondary
✤ Young Evanston families
✤ Family friendly atmosphere and menu
20
25. Marketing Objectives
✤ Increase awareness of Curt’s Cafe by 30-50% for local realtors on Central St. and
young families in the Evanston community.
21
28. Big Idea & Main Focus
✤ A meeting place for individuals, so people can get involved in to community
and give other new beginnings.
✤ Tagline: COME TOGETHER
24
29. Social Media Platforms
✤ Utilize social media for a simple and large medium
✤ Vital for the success of any type of business
✤ Use mediums such as
✤ Twitter
✤ Facebook
✤ Foursquare
✤ Vine
25
30. Twitter
✤ What It Does
✤ Acts as a “hub” for all social media channels
✤ Quick-response channel
✤ Speaks directly to consumers
✤ Brings excitement through spontaneous promotions
26
33. Simple Twitter Ideas
✤ Create awareness of upcoming events in store and daily specials by using
✤ Inspiration quotes: If it weren’t for coffee, I’d have no identifiable personality
whatsoever.” -David Letterman #coffeeinspiration
✤ Jokes: What do you call a cake that goes real fast? Vrooom! Scone.
#sconejokes
✤ Daily Specials: Hey Curt’s lovers! For the next hour, swing by and get 25% off
our fresh-baked brownies! #brownielove!
29
34. Social Media (Pictures &
Video)
✤ Words get old. Pictures and video will increase interest instantly
✤ Use social media tools
✤ Youtube: Upload videos instantly to show customers the “vibe”, “aura”
and “neighborhood feel” Curt’s has to offers
✤ Instagram: Show customers the artist side of Curt’s by customizing photos
✤ Vine: Offer 6-second video to show off the shop’s delicious treats and
homey atmosphere
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35. Youtube Ideas
✤ Commercial 1:
✤ Photo collage of students at Curt’s
✤ Students will have the opportunity to tell their story, hopes, dreams and
plans after they leave Curt’s
✤ Acoustic version of “Come Together” playing in the background
✤ Commercial 2:
✤ Fictional narrative/storyline with random happenings throughout the
cafe.
✤ The video will progress to the “living room” where an acoustic
performance of “Come Together” is playing
31
36. Vlog Series
✤ Highlight employees and active members of Curt’s Community
✤ Tell their OWN story about
✤ Their life
✤ The impact Curt’s has had on them
✤ How the cafe makes the community “Come Together”
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37. Instagram Ideas
✤ Photos of daily specials, menu items, consumers and employees
✤ Photo Contest with customized hashtags
✤ #InstaCurts, #CurtsEvanston, #CurtsContest
✤ Best photo/most retweets wins.
✤ Winner receives a free lunch
33
38. Vine Ideas
✤ 6 second videos of:
✤ Stacking scones to be sold
✤ Taking freshly make cookies out of
the oven
✤ An in-store event happening in the
living room or main cafe
✤ More food making!
34
39. Facebook
✤ Remain an outlet for interacting with consumers through posts, photos, and
check-ins
✤ Increase the post frequency of Curt’s Café’s Facebook page
✤ Check-in specials and frequency discounts
✤ Consumer can tell all their friends they are enjoying the food and atmosphere
of Curt’s
✤ Make post more exciting and engaging
✤ Post questions or trivia to increase consumer engagement
35
40. Foursquare
✤ A social network that allows people to check into their current location
✤ Offers tips & reviews
✤ Shows the consumers current within a certain mile radius to restaurants and
businesses
✤ Consumer can check-in and connect through Facebook
✤ Offers coupons to increase frequency
✤ Use this as an outlet for frequent customer cards
36
41. What’s A Check In?
✤ People are able to geographically tag themselves at a specific location
✤ Allows customers to share their location with friends and social networks
✤ Create check in specials or frequency offers when people share that they’re at
Curt’s
37
42. Print - Loyalty Card
✤ Pass out loyalty cards to frequent
customers
✤ Relators
✤ Young Families
✤ Students
✤ After seven coffees the customer will
receive a free cup of coffee
✤ Reoccurring customers will increase
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43. Print
✤ Print will focus on social mission
✤ Print will run in local newspapers
and magazines
✤ Evanston Roundtable
✤ The Daily Northwestern
✤ Evanston Life
✤ Make It Better Magazine
39
45. Flyers
✤
Hand out at summer festive - local concerts, art shows or sporting events
✤
Volunteers will hand out flyers
✤
Flyers literally comes together to say many messages
✤
‘Come Together and Bring A Friend Everyday’
✤
‘Come In And You Can Help Everyday’
41
46. Button
✤ Buttons can be placed at the
counter
✤ Passed out at events
✤ Given away with gift baskets
✤ Placed at open houses for
relators
✤ Customers can take one and
where it around Evanston
42
47. Coasters/Business Card
✤ Coasters used at
✤ Customers to use at the cafe
✤ Local relators to use at the
office
✤ At home
✤ 4th of July Parade
✤ Tailgating at NU football games
43
48. Stickers
✤ Stickers can be an outlet to show Curt’s is part of the neighborhood
✤ Place on trash cans, Train and bus stations, Stop signs
✤ Coffee cups
✤ An inexpensive way to get Curt’s logo on the to-go-cups
44
49. Online Ads
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✤ Connects to survey
✤ Places to post Ad
✤ EvanstonNow.com
✤ City of Evanston Website
✤ McGraw YMCA Website
✤ Evanston Community
Development Corporation
Website
✤ Northwestern University
Website
51. Survey
✤ Survey will conduct a personality
test
✤ Figure out what type of beverage
you are
✤ Coffee, Tea, Green Drink, etc.
✤ Tell the customer about the social
mission and make them become a
part of something special
47
52. Email Blasts
✤ Utilize current emails and aim to capture 50% more emails from new
customers
✤ Cashier can ask for emails or just have a jar for business cards on counter
✤ Offer a birthday club
✤ Offers free lunch or a $5 credit for any menu item during a customer’sbirthday week
✤ Let consumers know that you cater events
✤ Email a a brief letter every month
✤ For summer events and parties
✤ Special promotions (NU games, new menu items)
✤ Upcoming events (book clubs, open mics)
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53. Farmer’s Market
✤ Booth at Evanston Farmer’s Market
✤ Sell baked goods, coffee and merchandise (coffee mugs, t-shirts, stickers)
✤ Direct consumers back to Curt’s for lunch
✤ Direct consumers back to rest after shopping
✤ Create awareness and exposure by giving customer the opportunity to sample
the amazing variety of food
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54. 4th of July/ Flash Mob
✤ Register to be a part of Evanston’s 4th
of July Parade
✤ Get a group of volunteers
✤ Create a flash mob near Curt’s café
✤ Ryan Field or Rocky Miller Park at end of parade (off Ashland)
✤ An energetic way to get attention & direct customers to the cafe
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Social media has become vital to the success of any business, so it’s important to consistently utilize these outlets!
Twitter: Quick-response channel for direct to consumer interactions; Spontaneous promotions; Implementation of branded background and banner (@CurtsEvanston), Last known post was March 19th. Increase post frequency to increase interactions.
YouTube - platform for showing customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offer
Video Commercial
Approach 1: Photo collage (including photos of employees, cooks, owner and customers on-site) with background music of acoustic version of “Come Together”
Approach 2: Fictional premise/storyline revolving around different cafe scenarios all leading to a “living room” performance of acoustic “Come Together”
Video Series
Highlighting the employees and having them tell their own personal stories, aspirations, dreams and what about Curt’s brings people to “come together”
Instagram - photography outlet to highlight numerous facets of the cafe including:
New menu offerings
Cafe events
Customer happenings
“Employee of the month”
Vine - basically, a reiteration of the Instagram possible offerings, but would offer 6-second video capabilities. (See: GIFs, stop-motion videos, behind the scenes looks)
YouTube - platform for showing customers the “vibe”, “aura” and “neighborhood feel” Curt’s has to offer
Video Commercial
Approach 1: Photo collage (including photos of employees, cooks, owner and customers on-site) with background music of acoustic version of “Come Together”
Approach 2: Fictional premise/storyline revolving around different cafe scenarios all leading to a “living room” performance of acoustic “Come Together”
Video Series
Highlighting the employees and having them tell their own personal stories, aspirations, dreams and what about Curt’s brings people to “come together”
Instagram - photography outlet to highlight numerous facets of the cafe including:
New menu offerings
Cafe events
Customer happenings
“Employee of the month”
Vine - basically, a reiteration of the Instagram possible offerings, but would offer 6-second video capabilities. (See: GIFs, stop-motion videos, behind the scenes looks)
“Are you a corporate coffee sinner?”
“ Looking for a fun and unique opportunity? Volunteer at Curt’s Café this summer!! Click on the link below for more information. CURTSCAFE.ORG”
Send out email blasts for upcoming events in store, coupons, and birthday deals.
Print: see print ads coming up, highlight upcoming events, coupons, etc.
Business Cards: Make custom made business cards shaped like cups of coffee, designed to promote Curt’s café and will include brief information about Curt’s café as well as its mission; the business card would also be used a coaster
Stickers: in order to grab people’s attention, the plan is to put a big sticker shaped like a steaming cup of coffee on the front window of Curt’s underneath the coffee it will say “stop in for a cup of coffee”. This will grab the attention of people walking and driving by.
Put sticker on the cups of coffee that includes Curt’s contact information (phone number, website etc.)
Loyalty cards: Give reward cards to frequent customers which will be a punch card that will reward them a free cup of coffee after buying a certain amount.
Street Team: hand out flyers at summer events- local concerts, art shows, sports events, etc.
-Farmer’s market: sell baked goods, redirect people back to café for lunch
-NU games: offer either baked goods or lunch options for the tailgates
-Out there, but would create a lot of exposure for the café; could utilize at an outdoor concert, 4th of July parade…