Creative BeansCoffee House and Art Studio

Marketing Plan By:

Shannon Hartwig

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.

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.

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

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

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.

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.

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

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

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

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.

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

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

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.

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

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.

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.