Hiatus Coffee

Spot Café
Executive Summary

Hiatus Coffee Spot Café is a unique local color abode that contribute a kind, operative office
where singles can meet. Hiatus café is not representative color retail outlet where kindred go to
intercept other singles. Hiatus café has a unparalleled benefit called the edifice behavior system
that is perfectly effectual for allowing singles to congregate each other and stipulate them with
precious insight into the other person through reciprocal chat. The structured system afford an
mood that sullenness restraint and bring up frank allot singles to equal other singles and direct
insight into their individuality by way of thoughtful transaction. Hiatus café provides this group with
an effective resolution to this problem.
Hiatus Café Background

Hiatus café has just begun profession, and marketing is pure to its succession and to be
profitability. The color retail outlet sacrifice a place for folks to equal in a serviceable, one-confluence
surrounding. The bare-bones sell extremity is spot where singles can intercept new resembling lead.
Hiatus café uses a prevaricate talk system to exaggerate and ease singles meeting each other.

Hiatus café gain admirable intelligence approximately the worth and knows a immense trade
nearly the common ascribe of the prized and constant customers. Hiatus café will mechanical
advantage this information to better catch who is attend, their remedy indispensably, and how the
Shop can better tell with them.
DAY
BEGINS
Business Goals and Objective

o Mission
Hiatus cafe delegation is to furnish a neighborhood color shop where unmixed nation can
experience. We exist to attraction and sustain customers. When we cleave to this maxim, everything
else will happen into ground. Our services will exceed the expectations of our customers.
o Marketing Objectives
o Develop brand awareness through a steady, month to month increase of new customers.
o Develop an increase in sales while achieving a status quo state or decrease in marketing
expenses.
o Develop awareness of the structured conversation system measured by customers’ coming to
the Shop solely for meeting people.
Business Goals and Objective

o Financial Objectives
o A double digit growth rate for each future year. Reduce the variable costs through efficiency
gains.
o Reach profitability within the first year.
 
time is
my time
Logo and Tagline

Hiatus Coffee Spot Café

Love at First Sip

Description of products/services
Product Offering

o Eight Microbrews on Draft and Bottled

Alcohol, specifically beer, is served for two reasons. One, alcohol reduces inhibition, making it easier
for people to meet and interact with new people. Two, and more importantly, beer, particularly draft beer
generates wonderful profits. Micro beers are chosen because microbrews are of higher quality than large
production beers and our target segment prefers higher-quality beer.

o Espresso, Cappuccino, Coffee, and other Coffee/Espresso drinks.

Coffee and coffee-related drinks are hugely popular, particularly in the Pacific Northwest. North
westerners expect good coffee/espresso at most food/drink establishments and it is often associated
with good conversation.
Market Description Assessment

o Market Needs
Hiatus cafe is a unique color retail outlet that is systematic to decide to ease unspent friendships.
The Shop will undertake a shift menu of tapas, microbrews, and assorted coffee drinks in league
with a structured communion system. Rose cafe seeks bean curd fill the ensuing help that are
anxious to their customers.
 
o Competitive pricing:
• all products will be competitively priced relative to the competition
o Market Trends
The market trend is headed toward a more sophisticated customer.
The coffee shop patron today is more sophisticated in a number of different ways:
o Food quality:
• the preference for higher-quality ingredients is being reinforced as customers are being subjected to an
increasing number of options
o Quality conversation:
• patrons are recognizing intellectual conversations can be had in coffee shop settings and would prefer this
over normal coffee shop talk
o Access to meeting people:
• people are tired of being single and are looking for ways to meet like-minded individuals.
 
Target Markets

Hiatus cafe customers can be broken down into two knot, singles, and non-singles. The
nonsingular groups are smaller than the singles groups by virtue of the fact that if you are
coincidence someone whom you already have, the two of you can come up with the commonplace
of chat yourself, therefore, Shop attempt this knot less excellence. The demographics for the non-
singles is resembling to the singles, to be enrolled below. The larger assemblage then is the
singles.
Competition Assessment
Key Competitors:
1. Starbucks Coffee- An American coffee company and coffeehouse chain.

a. Strengths
i. Brand loyalty among customers - Customers that habitually go to Starbucks develop a bond with the business
that can be difficult to break.
ii. Ambiance - Starbucks has created a consistent ambiance in every store. Customers know to expect a rich,
warm color scheme, alternative music, organic-looking art, and baristas in green aprons in every store.
iii. Convenience - Baristas work quickly and keep long lines moving, keeping wait times low. They also maintain
an image of high-quality products, giving customers a confidence in how their beverage will taste.
b. Weaknesses
i. Higher price points - Starbucks charges relatively high prices for premium beverages, making
them less attractive to some consumers.
ii. Generalized standards for most products - Most Starbucks products are based on generalized
corporate standards, restricting Starbucks from creating products unique to each store.
iii. Imitable products - Customers know what to expect from Starbucks and that prevents Starbucks
stores from being unique.
2. Dunkin’ Donuts - An American global donut company and coffeehouse chain.

a. Strengths
i. Strong brand name - Dunkin’ Donuts is known worldwide for their donuts and coffee. Customers know
what to expect when entering a Dunkin’ Donuts.
ii. A wide variety of products - Dunkin’ Donuts offers several options that compliment a coffee. Thus,
customers know that Dunkin’ Donuts can offer options.
iii. Effective marketing and advertising strategies - As an international business, Dunkin’ Donuts has a
strong marketing team that boosts sales in Dunkin’ Donuts on the local level.
help.
b. Weaknesses
i. Poor franchise relationships - Dunkin’ Donuts has a significant history of lawsuits with its
franchisees, which hinders their expansion rate and management quality.
ii. Unappealing in-store ambience - Dunkin’ Donuts has developed a reputation of being a quick fix.
Studies show that customers expect their order in less than five minutes.
iii. Lack of local support - Dunkin’ Donuts does not typically offer local fundraisers or local community
Marketing Strategies

o Hiatus café Strategy

Hiatus cafe generalship will be supported on communicating Shop's utility to the targeted party. This
will be done through a multifariousness of methods. The first means will be strategically office
advertisements. The strategic relationship with be mutually beneficent where both organizations will
disclose visibility for each other.
Plan Marketing Tactics

Schedule of activities Cost Accountabilities Responsible

  $4,000 Creating strong internet audience will Marie
ensure customer loyalty from receiving
Advertising through social Advertising
their feedback through social media
media department team
  $4,500 Increase exposure towards the strategy Chica
by putting print advertisement in
Print advertisement Advertising
selected home and garden magazines
department team
that target audience reads

  $3,000 Capture customers attention in Dave

between relevant TV shows or news
Advertisement Via Television Manager of
they are watching, it will ensure that the
advertisement
target audience will not skip TV
department
commercials

  $2,000 Promote social cause, provides Yuto

benefits for the target customers
Sales promotion Sales manager
through customer loyalty program
Marketing mix

Hiatus cafe marketing mix is comprised of these following approaches to pricing, distribution,
advertising and promotion, and customer service.
Pricing:
• the pricing scheme is based on standard industry practices Distribution:
• all services and products will be distributed from Mugs cafe retail space Advertising and
Promotion:
• the most successful advertising will be developed with companies as use promotion system
Customer service:
• Obsessive customer attention is the mantra. The Shop’s philosophy is to do whatever needs to be done
to impress the customer. While this could reduce short-term profits, it will strengthen long-term profitability.
Key to Success

o Attracting customers who find value in the Shops offering and who will frequent the Shop
regularly in order to meet like-minded single people.
o Excellent customer service.
o Maintaining a cost of goods on foods at below 50%.
Pro Forma Financial Analysis

This section will offer a financial overview of the Shop as it relates to the marketing activities. The
section will address break-even analysis, sales forecasts, expenses forecasts, and how those link to
the marketing strategy.
 
* Expense Forecast
Marketing expenses are budgeted to remain fairly steady throughout the year. There will be an initial
ramp up of spending to generate visibility. After this ramp up advertising will be fairly consistent
month to month.
Monthly IMC Budget

Budget 2019 2020 2021

Advertising $3,000 $2,000 $2,500

Strategic Relationship $2,000 $1,000 $900

Grassroots Promotion $2,000 $2,000 $500

Total Budget $7,000 $5,000 $3,900

o Controls
The purpose of The Shop's marketing plan is to serve as a guide for the organization.

o Implementation
The following milestones identify key marketing programs. It is important to accomplish each one on
time and on budget.

o Marketing Organization
Kent Kibbutznik will be the sole person responsible for the Shop beyond occasional creative help
from an outside firm.
Thank You!