Well-Grounded

Marketing Plan
Table of Contents

Executive Summary 3
Marketing Goals 4
Market Research 5
Target Market 6
SWOT Analysis 7
Competitive Analysis 8
Product 9
Marketing Strategies 10
Price 11
Place 12
Positioning 13
Budget 14
Executive Summary

Well Grounded is a sustainable coffee company, packaging our wide range of Fair Trade
products in a sustainable manner. We offer our coffee in 4 different ways: coffee beans, coffee
ground, single use "g-cups" (green cups), and steeped coffee bags, ensuring every customer can
use our products. Furthermore, we intend on fostering an environmentally friendly atmosphere
by offering a line of reusable supplemental products to enjoy our products with. The coffee
industry is a large contributor to the current climate crisis, highlighting society's single use and
disposable mentality, through excess plastic packaging and unethical practices of cultivation. At
Well Grounded, our mission is to combat this issue directly and provide as many people as
possible with the means for a high quality cup of coffee everyday.
Marketing Goals

Trade Shows: As a company, we hope to sell at least $5,000 worth of products at our next
trade show. In the future, our goal is to increase our sales to around $10,000 a trade show.

Monthly Sales: For the month of December, our goal as a company is to sell $10,000 worth
of products. We hope to improve upon this every month going forward.

Social Media: We want to reach around 500 instagram followers by the end of the year. This
will allow us to grow and increase the amount of firms on our distribution list.

Marketing Effectiveness: We will send our customers surveys through or social media. This
will give us a better grasp on what ads are most effective.
Market Research
Target Market
Psychographics: People who are environmentally conscious/ people who seek to decrease their carbon
footprint in any way they can, people who drink coffee everyday, businesses who supply their employees
with coffee, people who care if their products are fair trade or not, people who support animal and habitat
preservation companies, and customers who look for corporate social responsibility

Demographics: As a company heavily centered around Corporate Social Responsibility, we're a company
for everyone. Our coffee is slightly above average price in coffee brands so we mainly target businesses
and the middle/upper class, however we offer many packages suited for customers of lower and higher
income levels

Lifestyle: constantly on the go, whether it be to work or school or anywhere else, as well as people who
seek to uphold the most eco friendly and sustainable life they can.

Geography: we place emphasis on New York since we are based there, but are heavily focused on selling
nationally as well as internationally since we believe coffee is enjoyed by everyone, and we want our
high quality and responsible coffee to reach as many consumers as possible
SWOT Analysis
Strengths:
- Sustainably sourced (FairTrade certified, Bird Friendly Certified,
Shade Grown Cultivation)
- Eco Friendly (Biodegradable packaging, reusable products such
as mugs, cups and metal straws)
- Shipped to your door (offer international shipping)
Opportunities
- Lead market in sustainably sourced coffee
- Increase in sales due to COVID (People are refraining from
leaving their homes as much as possible)
- Niche market (coffee industry and eco friendly environment is
continuing to grow and we can grow with it)
Weakness:
- Prices may be more expensive than other companies (eco friendly
products have a higher production cost)
- Longer production times due to our environmentally friendly process.
- It may be difficult to partner with other companies that have the same
goal. (Eco-Friendly/Sustainably sourced )
Threats:
- Other eco friendly companies (The market is expanding and there is a
constant emergence of new companies)
- Major coffee companies leading the market (Starbucks, Dunkin
Donuts, Tim Hortons, etc.)
- Compared to other drink companies, our price points are high. (May
lead to potential loss of buyers )
Competitive Analysis

We have several competitors in the same market, coffee companies, beverage companies and sustainable
companies. Our product fits into all these markets, but we are unique. We are the only coffee company
that's completely sustainable sourced and produced. This will allow us to push past our competitors and hit
a market of our own.
Product
Well grounded focuses on distributing high quality coffee beans and coffee grounds by the bag.
In addition to these bags, we offer an array of boxes suited for every customer, which includes a
starter box, holiday boxes, sample boxes and corporate boxes to suit the specific needs of other
businesses.

To accompany our beverages, we several accessories such as our coffee mugs, travel mugs,
tumbler cups, metal straws and canvas shopping bags. All of these items are either reusable,
recycled or both to push our initiative and achieve our goal of making the world greener.

All of our coffee is USDA organic, shade grown, fair trade and bird friendly; which ensures the
highest quality of coffee we can offer, without unnecessary contribution to climate change.

In terms of our packaging we use mailers, boxes and coffee bags. Once again, this is all eco
friendly sustainable, down to the labels we use.
Marketing Strategies

Our main strategies are to market through our social media and distribution list. Our social media
ads will contain hashtags that pertain to our corporate responsibility to help the environment. This
will allow us to sell to customers that share our core values. Along with the ads, we will send out a
distribution list to other VE firms. This will help us find other companies that share a common goal
of being environmentally friendly.
Price

Our prices vary in price range from around $10 to $5,000. These prices compared to other VE
companies are higher than average. We make up for it with our higher quality product. Our
biodegradable packaging and eco friendly product make us unique compared to other cheaper
companies.
Place

Channels of Distribution

Trade Shows: Customers can join our live trade lobby and meet with a sales representative.

Website: Our website will show all of our products and provide a link to the VE marketplace
where you can complete the purchase.

Social Media: Companies can reach out via social media to organize larger business deals.
Positioning
Environmentally
Conscious
Our niche of being a sustainable
coffee company in the VE
network makes us highly unique,
and sets us far apart from the
competition. This lends a hand to
Affordable High our clear and concise target
End market to which we sell our
products, indicative of our strong
direction forward as we go on
and enabling our success

Traditional
Budget