This document provides an overview of a new coffee shop called Snow Wang. It summarizes the shop's hours of operation, menu offerings, target customer demographics, and competitive environment. The shop has been open for 2 months and is located in an Asian plaza. It aims to provide a cozy environment for customers like Starbucks at inexpensive prices. The target customers are younger people aged 16-35 from middle-class families, both Asian and other races. The shop currently relies on social media and word-of-mouth for promotion.

1. Snow Wang
4/16/15

3. Product/ Service
- Open everyday, 11am-11pm
- Cozy environment. A place for
people to chat, to have a rest,
or to work.
- Free wifi.
- Fresh Flowers on each table.
- Manu includes:
- Appetizers (popcorn chicken)
- Drinks (Coffee, fruit tea, buble
tea, etc)
- Desserts (Ice-cream, cakes, etc)
- $$$$ (inexpensive)
History & Vision
- Opened for only 2 months,
- In an Asian plaza.
- Owner is Asian female, about
35, work in the back kitchen
busy, don’t wanna talk
- Provide a cozy place for
customers (like Starbucks).
- Provide economical food &
drinks.
Target Consumer
- Younger generation
- Age 16-35
- From middle class families
- Asian + Other race

4. Competitive Set
- Other Coffee shops
- Has a variety of drinks & snacks
- Has conventional drinks
- Not expensive ($$$$)
- Cozy environment
Media
- No own website
- Active on Yelp (58 reviews)
Facebook (203 likes)
Instagram (31 followers)
- No paid media campaigns

5. Asian, 18, Female
Sports wear
No looking at menu
Cash from breast pocket
Count coins
Read the receipt carefully
Leaning on the pillar
while waiting for drinks
Arm acrossed chest &
Look around
General Feel
Sunday Night
6:58pm
- Store: well decorated, a place for young people
chatting, rest, doing homework, play board game.
- Most customers are young lovers, age under 30, or
couples under 35 (with kids). If a person come
alone order take out.
- Some customers have a drink after gym
- Some customers come for drinks for dinner, some
come after dinner to have a drink or dessert
- Middle class, because their outfit, shoes, and
handbags.
- Food: has good taste, sweet ,not expensive,
- Average waiting time, about 3mins

6. Party of 2
Asian, female, 20
Read the menu,
asked friend about menu,
reading phone while
ordering
MK wallet
Left the store after got drinks
A family of 5
Young couple about 34, 3 kids
Father: talking to mom while
ordering
Mon: pay by cash
Kids: watch the food in freezer
carefully
The family find a table while
waiting for their drinks
Left the store
Party of 2
Asian, age 25
Female: ordering while
playing with phone,
Male: paid by cash
kate spade handbag
Found a table sit and talk

7. Asian, Female, 22
Asian, Male, 22
Female: entered the store but
didnt order anything.
Seated down to a table close to
the gate directly.
Chanel wallet, watch, t-shirt
shorts sunglass, played with
phone
Male: came 10 mins later,
ordered drinks for her, back to
the table and talking
Writing something on paper
Asian, male, 25
Ordered with out looking
at menu,
running shoes,
Sunglasses in a hand,
LV wallet,
Ordered drinks and
snacks
Found a table ,
His friends were coming
one by one
Couple
Wife, Asian, 30: pregnant,
waiting in line & looking at
the menu, Tory Burch shoes,
Ordered
Husband, White, 35:
Paid the order
Found a table where friends
are already waiting for them

8. Kathy
- Asian, 20, college student
- From middle class family
- Has spare time herself
- Loves quite place to do
her homework alone or
with friends
- Loves hangout with
friends
- Loves fruit tea or other
sweet drinks
Fred
- 30, IT industry
- No girl friend, live alone
- Needs extra time for
work after dinner
- Sometimes work over
weekend
- Does not want stay at
home alone
- Needs wifi everywhere
Emma & Brandon
- 28, just married
- Both have full time job
- No kids
- Like meeting friends
over weekends
- Food quality doesn’t
matter
- The environment needs
to be clean and cozy
Kids Menu


9. - Build a reward system (loyalty)
- Casher’s suggestion (Daily special,
most popular drinks…)
- Add photos to menu
- Kids Manu is needed: milk and juice,
mashed potato…
- Put a sidewalk sign (to stop
customers)
- Media campaign
(Coupon on Yelp: bring a friends, and
buy one get second one free;
cooperate with Chinese resturant)