Who are we talking to?
Our target audience is adults between the ages of 24 and 49. Specifically we plan to market a product
that will be appealing to adults who have busy schedules and may have to eat on the run. We can
prioritize to more than one target group, but because of the previous failed attempt of targeting a
younger market of 18 to 24 year olds we believe that it is wise to only target adults 24-49 for now.
Typically we will appeal to the needs of business minded young adults. Generally, these young adults
live in largely populated metropolitan cities and lead very busy lifestyles.
These adults may want to enjoy the typical has browns, bacon, and eggs, but will also appreciate a fresh
new take on breakfast such as coffeecake or blueberry muffins. These breakfast side items will be
something that consumers cannot get from MacDonald’s or Burger King.
Our target market could range from lower-middle class to upper middles class. Our consumers are likely
to be tech savvy professionals, who value a good breakfast that is not too hard on their wallet. Because
these business professionals are constantly on the go they appreciate convince, but also they appreciate
a break from their daily routine. They also need something that is going to break up the monotony of
their day or at least give them the energy they need to complete work at the office. What better than
hot, freshly brewed quality coffee.
We have determined that our consumers are professional, busy, hungry, and coffee drinkers. They also
appreciate a good value menu. Let’s take a look at who they are.
Meet Susan. Susan is a hard working Public Relations Specialist. In
her free time she enjoys reading the Wall Street Journal, Cosmopolitan, and
Entertainment Weekly. She is single although she has been on the prowl for
“Mr. Right” for quite some time now. With the age 31 fast approaching and a
booming career she is missing that special someone.
Her favorite television shows are Grey’s Anatomy and The Practice. She
sometimes finds herself in amidst all of the hoopla of reality T.V. Wondering
what her Flavor of Love is.
Because of her fast paced lifestyle she doesn’t have much time for herself
and rarely enjoys a night out on the town. Often she eats breakfast, lunch, and dinner on the run. She
considers herself lucky if she can sit and enjoy a bagel and a cup of coffee without interruption.
Meet Cortland. Courtland is 38 year old architect. Cortland has been
married to his college sweetheart for 8 years. They have a 5 year old daughter who is adjusting to
Kindergarten. In Cortland’s free time he enjoys tea parties with his daughter and romantic dinners with
his wife. Cortland often reads Men’s Health and Time magazine.
Cortland’s favorite television shows are Americas Toughest Jobs, C.S.I, and of course football. Although,
many times he’s stuck watching the Cartoon Network with his daughter or Lifetime movies with his wife.
With the pressures of balancing his career and his family Cortland is constantly busy. Whether, its
project deadlines at work or dance recitals and school plays Cortland and his wife rarely have time to
cook meals at home which leaves them with their biggest decision of the day. What fast food restaurant
will they stop at today? Cortland enjoys pancakes, omelets, sausage, muffins of any variety, and a hot
cup of coffee to top it off, but more likely than not he is reduced to a chicken biscuit from Burger King.