Presented by the Small Business Advisory Group
Franklin Pierce University
Spring 2015
SMALL BUSINESS ADVISORY GROUP
Danielle Hare (Chair)
Michael Petrowski
Jared Taylor
Ryan Lally
Yousef Hasan
Holly Nisbett
Lindsay Sweet
Erin Lang
Abigail Anderson
Molly Doyle
Sara Michaels
Brandon Knight
Jason Little (Faculty Advisor)
WHAT IS THE SMALL BUSINESS ADVISORY
GROUP?
The Small Business Advisory Group is comprised of Franklin Pierce students who
partner with the New Hampshire Small Business Development Center (SBDC). The
SBDC helps organizations and startup companies develop business initiatives. The
Franklin Pierce University Small Business Advisory Group specifically works with the
regional office based out of Keene, New Hampshire and Rich Grogan, who is the
Director of the regional office.
COMMITTEES
Financial
Michael Petrowski (Chair)
Ryan Lally
Jared Taylor
Social Media
Sara Michaels (Chair)
Danielle Hare
Brandon Knight
Distribution
Holly Nisbett (Chair)
Yousef Hasan
Website
Abigail Anderson (Chair)
Lindsay Sweet
Erin Lang
Molly Doyle
WHAT IS TERRA NOVA ORGANIC COFFEE
ROASTERS?
 Terra Nova Organic Coffee Roasters is an artisan organic coffee
company which currently supplies wholesale coffee for cafes and
sells retail coffee online and in select stores.
 Terra Nova was incorporated in 2005 by previous owners John and
Cindy Brewster of Gilsum, New Hampshire, who also owned
Brewbaker’s Café.
 In 2011, Jeff Murphy purchased both Brewbaker’s Café and Terra
Nova Organic Coffee Roasters with his wife Eliza.
WHO IS JEFF MURPHY?
 In 2011, Jeff Murphy was finishing his undergraduate degree in
Business and Managing Information Systems at Keene State College
and Marlboro College Graduate Center, where his senior thesis was
based on creating a business plan for a local foods café.
 Murphy took ownership of the cafe in July 2011, and his new business
plan was put into action.
 They moved the roasting to their home in Surry, NH in 2012, where it
is still currently operating.
Abigail Anderson
Molly Doyle
Erin Lang
Lindsay Sweet
DELIVERABLE: WEBSITE DESIGN
 Design of whole new website
 Integration of social media, company information, and
shop
 Enhancement and accessibility
THE PROCESS
 Weebly website builder
 Used free template as much as possible
 Upgraded to pro version to allow for more options
 Store products
 Additional pages
 Added Terra Nova pictures and company information
WEBSITE POTENTIAL POSTS
 Picture Gallery
 More locations of where to buy the beans
 Locations to buy coffee
 Events (farmers markets)
Sara Michaels
Danielle Hare
Brandon Knight
TARGET SOCIAL MEDIA OUTLETS
 Facebook
 Older audience: Represents the target market for Terra Nova
Organic Roasters
 Twitter
 Younger age bracket:16-30 years old
 Tech-savvy
 Instagram
 Younger age bracket: 18-30 years old
 Familiar with technology who would rather see visuals than read
posts
ANALYTIC TRACKING ON SOCIAL MEDIA
 Facebook
 Facebook has built in analytics software that uses a simplistic
approach in order for company pages to track their views and
reach with each post
 Twitter and Instagram
 Twitter and Instagram have not yet developed an analytics software
package that they can use
 Companies can solely track who they follow and who follows them
through the current capabilities of the applications.
RECOMMENDATIONS: FACEBOOK
 Biography: Discover a new world of fine coffee (from website)
 About us: It is no secret that freshness and quality make a delicious
cup of coffee, and that satisfied customers are the key to a healthy
and viable company. Terra Nova roasts daily in small batches, and
sends your order out straight away, so that your coffee is always fresh
and wonderful when it arrives at your door.
 Update posts each week
RECOMMENDATIONS: TWITTER
 Create a twitter page for Terra Nova Organic Coffee
 Follow Keene locals well as Keene State College students
 Post updates daily as needed on roasting process and café specials
POTENTIAL TWITTER POSTS
 “A fresh shipment of all organic green coffee beans arrived this
week, come by and grab a fresh cup of coffee!”
 “You are what you drink, Fresh, Delicious and Totally Organic!”
 “Life is too short for bad coffee.”
 “Try our French Roast blend! Its delicious smoky flavor and smooth
finish will start your day off right.”
DWELLTIME COFFEE
 Small coffee shop located in Cambridge, Massachusetts
 Close to higher education institutions
 Attracts both a older and younger audience
RECOMMENDATIONS: INSTAGRAM
 Create an Instagram account for Terra Nova Coffee
 Incorporate photos
 Post photos of the process because it is important for potential
clientele to see where the product is coming from and how it is
produced
POTENTIAL INSTAGRAM POSTS
 Caption: “Replenish yourself with one of our delicious, creamy latte’s #latteart”
 Caption: Roastery B/W #winterwonderland
 Caption: “Fresh, organic beans ready to be roasted #redbarn”
 Caption: “Our coffee is too good to spill #coffeeart”
 Caption: “Drinking organic coffee may reduce your risk of chronic disease, extend
your lifespan and improve the environment as well #funfact”
 Caption: “Warm up from a chilly day with a refreshing, all natural cup of java
#heaveninacup”
INSIGHT COFFEE ROASTERS
 Popular Instagram page in the industry for a small scale coffee
roaster
 Good example for Terra Nova to reference
BENEFITS OF SOCIAL MEDIA
 Facebook, Twitter and Instagram all help target and expand audiences more effectively
 Social Media allows you to receive instant feedback from your customers’ perspective
 Improves market intelligence and ways to get ahead of your competitors
 Easier to share content and increases business search ranking
 Gives you the opportunity to increase brand awareness and reputation with little to no
budget
2014 SOCIAL MEDIA MARKETING REPORT
 The third annual Social Media Marketing Report was released to the public in
March by a company called Social Media Examiner
 3,342 small business marketers who recently started using social media were
surveyed around the United States
 The results show the benefits of using social media and how they impacted the
businesses
SOCIAL MEDIA BENEFITS
Increased exposure
Increased subscribers
Provided marketplace insight
Developed loyal fans
Generated Leads
Improved search rankings
Grown business partnerships
Reduced marketing expenses
Improved sales
MOST EFFECTIVE SOCIAL MEDIA
Facebook
Twitter
Linkedin
Blogs
Instagram
Google+
Youtube
Forums
News sites
Geo-location
Daily deals
Holly Nisbett
Yousef Hasan
PORTSMOUTH, NH AND BURLINGTON, VT
RECOMMENDED ROUTE IDEAS FROM
CLIENT
 Route #1- Vermont
 Stops: Walpole, Bellows Falls, Springfield, Claremont, White River Junction, Lebanon, West
Lebanon, Hanover, Norwich
 Route #2- New Hampshire
 Stops: Marlborough, Peterborough, Wilton, Milford, Amherst, Bedford, Nashua, Hooksett,
Merrimack, Manchester, Concord, Hillsborough
 Route #3- Massachusetts
 Stops: Brattleboro, Williamstown, Deerfield, Greenfield, Amherst, Hadley, East Hampton,
North Hampton
VERMONT ROUTE
VERMONT ROUTE
Location
Distance
(From Keene)
Competitors
(Coffee and
Roasters)
Opportunities
(Short Term)
Walpole, VT
17 Miles
3 Coffee Shops- 1 Roaster
Wholesale
Bellows Falls, VT
21 Miles
2 Coffee Shops- 1 Roaster
Wholesale
Springfield, VT
36 Miles
2 Coffee Shops
Wholesale
Claremont,VT
46 Miles
4 Coffee Shops- 2 Roaster
Wholesale
White River Junction,
VT
61 Miles
1 Coffee Shop- 1 Roaster
Wholesale
Lebanon, NH
64 Miles
9 Coffee Shop- 2 Roaster
Wholesale
West Lebanon, NH
64 Miles
7 Coffee Shop- 2 Roaster
Wholesale
Hanover, NH
66 Miles
8 Coffee Shop- 1 Roaster
Wholesale
Norwich, VT
81 Miles
7 Coffee Shop- 1 Roaster
Wholesale
The advantage is organic coffee does not have large competition throughout these places.
Location
Opportunities
Walpole,VT
Flat Iron Exchanges, L.A Burdick,
Bellows Falls, VT
Moon Dog Café, Koffee Kup Bakery
Inc, The Valley Café, Rita’s Coffee
Shop
Springfield,VT
The Java Cup, Boston Dreams, Java
Baba’s, Angelina’s Market,
Claremont, VT
Peet’s Coffee and Tea, Green Acres
Fine food and Wine, Red Elephant
Café, Grantham Café
While River Junction, VT
Tuckerbox, Boho Cafe
Lebanon, NH
Jake’s Coffee Company
West Lebanon, NH
Stone Arch Bakery, Dirt Cowboy
Café,
Hanover, NH
Umpleby’s Bakery Café, Lou’s
Restaurant & Bakery, Metro Bakery &
Cafe
Norwich,VT
Dan & Whits General Store,
Allechante
NEW HAMPSHIRE ROUTE
NEW HAMPSHIRE ROUTE
*= ORGANIC COMPETITION
Location
Distance
(From Keene)
Competitors
(Coffee and
Roasters)
Opportunities
(Short Term)
Marlborough, NH
5 Miles
6 Coffee Shops- 1 Roaster
Wholesale
Peterborough, NH
20 Miles
5 Coffee Shops- 1 Roaster
Wholesale
Wilton, NH
33 Miles
16 Coffee Shops- 13 Roasters
*
Wholesale
Milford, NH
78 Miles
4 Coffee Shops- 12 Roasters
Wholesale
Amherst, MA
48 Miles
7 Coffee Shops- 8 Roasters *
Wholesale
Bedford, NH
72 Miles
14 Coffee Shops- 7 Roasters
Wholesale
Nashua, NH
49 Miles
6 Coffee Shops- 6 Roasters
Wholesale
Hooksett, NH
57 Miles
11 Coffee Shops- 8 Roasters
Wholesale
Merrimack, NH
81 Miles
10 Coffee Shops- 7 Roasters
Wholesale
Manchester, NH
65 Miles
14 Coffee Shops- 8 Roasters
Wholesale
Concord, NH
54 Miles
7 Coffee Shops- 7 Roasters
Wholesale
Hillsborough, NH
29 Miles
3 Coffee Shops- 10 Roasters
Wholesale
Location
Opportunities
Marlborough, NH
Zepplin & Kaleidoscope, Mystical Rose Café LLC.
Peterborough, NH
Aesop’s Tables & Events, Twelve Pine, Bagel Mill, Nature’s Green
Grocer, The Riverhouse Café
Wilton, NH
Coffee Factory, Bonhoeffer’s Café and Espresso, White Mountain
Gourmet Coffee, True Brew Barista
Milford, NH
The Riverhouse Café, Black Forest Café & Bakery, Riverwalk Café
and Music Bar, Instant Ambition
Amherst, NH
Rao’s Café, Freedom Café, The Black Sheep, Cushman Market &
Café, Wheatberry Bakery & Café, Cozy Corner Café
Bedford, NH
Purple Finch Café, Extra Touch Gourmet Café, Hot Spot Café, Two
Friends Café, Coffee Pause
Nashua, NH
Riverwalk Café and Music Bar, Great Harvest Bread Co, Seedling
Café, Coffee Coffee, Coffee Factory, Whole Foods
Hooksett, NH
The Bridge Café on Elm, Ahh-Some Gourmet Coffee, Baked
Downtown Café and Bakery, Café Indigo, Still In a Pinch Café &
Bakery
Merrimack, NH
Hot Rize Bagel Café, Great Harvest Bread Co, uBuyCoffee, Barista
Pro Shop, Riverwalk Café and Music Bar, Extra Touch Gourmet
Café
Manchester, NH
The Bridge Café on Elm, Baked Downtown Café & Bakery,
Republic, Midtown Café At The Beacon, Two Friends Café, Bagel
Café, B&B Café and Grill, Rachel’s Coffee Corner, Fairwinds
Gourmet Coffee
Concord, NH
True Brew Barista, White Mountain Gourmet Coffee, Morning Dew
Café, Café Indigo, In A Pinch Café & Bakery, Washington Street
Café, The Crust and Crumb Baking Co.
Hillsborough, NH
The Every Day Café, St. George’s Café, Prime Roast Coffee Co,
Fiddleheads Café & Catering, The Bridge Café on Elm, Café la
Reine
MASSACHUSETTS ROUTE
MASSACHUSETTS ROUTE
Location
Distance
(From Keene)
Competitors
(Coffee and
Roasters)
Opportunities
(Short Term)
Brattleboro, VT
19 Miles
6 Coffee Shops- 1
Roaster
Wholesale
Williamstown,
MA
72 Miles
5 Coffee Shops- 1
Roaster
Wholesale
Deerfield, MA
38 Miles
6 Coffee Shops- 10
Roasters *
Wholesale
Greenfield, MA
34 Miles
6 Coffee Shops- 6
Roasters
Wholesale
Amherst, MA
48 Miles
7 Coffee Shops- 8
Roasters *
Wholesale
Hadley, MA
53 Miles
10 Coffee Shops- 7
Roasters
Wholesale
Easthampton, MA
58 Miles
11 Coffee Shops- 6
Roaster
Wholesale
Northhampton,
MA
52 Miles
11 Coffee Shops- 2
Roaster
Wholesale
Location
Opportunities
Brattleboro, VT
Mocha Joe’s Café, Amy’s Bakery Arts
Café, Blue Moose, Newfane Café &
Creamery, Putney Food Co-op.
Williamstown, MA
Tunnel City Coffee, Stewart’s Shop,
Brewhaha, The Parlor Café, South Street
Café, The Brown Cow Café, Java Joe’s
Café.
Deerfield, MA
Greenfield Coffee, Lady Killigrew, El
Jardin Bakery, Mocha Maya’s Coffee Pub
& Music Venue, Fox Towne Coffee
Shoppe, Cushman Market & Cafe
Greenfield, MA
Greenfield Coffee, Queen of Cups
Amherst, MA
Rao’s Café, Freedom Café, The Black
Sheep, LimeRed Teahouse, Newman
Center Café, Mill River Café
Hadley, MA
Northhampton Coffee, SIP Café and
Coffee Bar, Mocha Emporium, The Roost
Easthampton, MA
Manhan Café, Christine’s Bean Sprout
Juce Bar & Café, Mt. Joe to Go, Haymarket
Café
Northhampton, MA
Woodstar Café, Northampton Coffee, The
Roost, Tart Baking Co
OUR RECOMMENDATION
 Start out with New Hampshire route.
 There is a little bit more competition, a lot of opportunities, and only 2 potential
organic roastaries nearby.
 If the New Hampshire route works out well, other routes should be considered.
 Potential New Hampshire places would be good because they are near Keene.
 Programs with Trader Joes, Whole Foods, or Hannaford can also potentially be easy
to be a part of and beneficial to getting product to consumers.
Michael Petrowski
Ryan Lally
Jared Taylor
FINANCIAL RATIO DEFINITIONS
Gross Profit Margin - a financial metric used to assess a firm's financial health by revealing the
proportion of money left over from revenues after accounting for the cost of goods sold.
Profit Margin - the amount by which revenue from sales exceeds costs in a business
Operating Profit Margin - measurement of what proportion of a company's revenue is left over after
paying for variable of production such as wages, raw materials, etc.
Return on Assets - the amount of sales or revenues generated per dollar of assets
Total Asset Turnover - the amount of sales or revenues generated per dollar of assets
Inventory Turnover- measure of the number of times inventory is sold or used in a time period such
as a year
Current Ratio - measures whether or not a firm has enough resources to pay its debts over the next
12 months
Quick Ratio – measures the dollar amount of liquid assets available for each dollar of current
liabilities
Debt to Total Assets - the percentage of total assets that were financed by creditors, liabilities, debt.
FINANCIAL RATIOS
INCOME STATEMENT TEMPLATE
YEAR-END SALES REPORT TEMPLATE
CURRENT ROASTER
 Ambex YM 5
 10-11 lbs. capacity
 1.5 - 2 lbs. lost after roast due to evaporation
PROSPECTIVE FUTURE ROASTER
 Probat (p12) Roaster
 25 lbs. maximum capacity
 Average price = $36,000
 Produces 100 lbs. of beans per hour
HIRING A NEW EMPLOYEE
Any questions?
Source for 2014 Social Media Marketing Report
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
By: Michael T. Stelzner
Published by Social Media Examiner