SHOT IN THE DARK
Steve Agretelis
Erica Gambardella
Thomas O’Neill
Will Magrann
Environmental Scanning
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Kelly’s Taproom
The Grog Grill
Maloney’s Pub
Erin Pub
IT’S ALL THE SAME!!!
Shot in the Dark Overview
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Novelty Shots bar
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Unique menu
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Exciting customer experience
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Club style with large dance floor and local DJs
Core Competencies
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Menu/Atmosphere – specialty drinks, dance floor,
dynamic decoration
Bartenders/Service – efficient and enthusiastic
bartenders, clean, customer involvement
Payment system – Shot Card, reduces waiting time,
temporary paper cards available, mobile
application
Market Analysis
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Target Market: college students and post grads
Market Segments: males and females
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Different preferences
Order Winners:
Shots bar for pre-gaming, unique customer experience
 Unique menu
 DJ and dance floor
 Highly skilled bartenders
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Competitive Priorities
Keep customers at the bar past 11:30pm/midnight
 Offer new seasonal or celebratory shots for special events
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Description of Processes
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Core Competencies:
 Variety
of shots
 Interactive and unique atmosphere
 Prepaid machines
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How do we translate materials and services into
outputs for customers to ensure these core
competencies provide value to customers
Process Strategy
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Process Structure (Service Process and Product
Process)
Customer Involvement
Resource Flexibility
Capital Intensity
Process Service/Product Structure
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Product Structure
Our focus is narrow in the fact that we will only serve shots
 the selection is highly customized because of the many
options we have on the menu
 Unique Presentation and name of shots
 http://www.youtube.com/watch?v=uv9gE8Ny1qs seconds
:50-1:35
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Service Structure
Process divergence and flexible flow due to the high
customer contact and interaction
 However, services are standardized to ensure high level of
quality and consistency
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Customer Involvement
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Presentation of Menu
 Name
of shot clearly visible
 Shot themes/types in detailed bartender menu
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Prepaid cards to increase efficiency and ease
 Customer
interacts with ATM or online
Capital Intensity
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Relatively low capital intensity
Services and products depend on the ability of the
employees to
 Numerous
functions, flexible flow, fluid scheduling
 Volume Flexibility
Quality
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Lean Environment  5 S’s
Sort, Straighten, Shine – employees arrive early to
ensure clean, efficient, and familiar environment
Standardize – same process for every order
Sustain – management responsibility
Shot Card Feedback – questionnaires, ability for
customer to earn complimentary drinks, continuous
improvement
Suppliers
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Fine Wines & Good Spirits
Costco
Bulkbarproducts.com
Inventory Management
• Periodic Review
System
• Review Period
• Target Inventory
Level
• Adapted to
Circumstances
Demand Management
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Judgmental Forecasting
 Customer
volume: 150-200
 Product Demand: average 4 drinks per person, 600800 total drinks per night (median: 700)
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Time Series Forecasting
 2-week
moving average to predict next week’s
demand
Initial Order
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500 bottles of liquor
6 house liquors: vodka, rum, gin, whiskey, scotch,
tequila
50 of each, with the exception of vodka (70) 
(50*5) + (70*1) = 320
 Order
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Mixture of less common types of liquor
 180
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Mixers (non-alcoholic beverages)
 Sodas,
juices, syrups, etc.
Variable Costs
Expected Profit of $2.32 on each Shot
Pricing
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Competition’s Pricing
$3
Tip Included