Wine, Beer, Liquor Store Products/Service Customer What major initiatives are you planning for the next 12 months? List any details: Percentage of Sales How would you describe your primary customer? Check all that apply. Is there anything about your customer base that you would change, if you could? If you drew a circle around your business, would you say most of your customers come from within? Here are some top factors many people consider when choosing a sporting goods store. Use this scale to rate how important these elements of your store are to the customer. What percentage of your overall sales is made up from the following? Product Category % of Annual Sales Beer Wine Liquor Party Supplies Mixers Other Most Important How many locations do you have in this market? What is your average sales transaction? Please rate your peak sales months: % of Annual Month Sales Month January July February August March September April October May November June December Selection of domestic & imported wines & beers Party Supplies available Cigars for sale % of Annual Sales How do government regulations affect the company’s operations? Tastings offered Kegs Available Local beer/wine section Taps for rent Prices Location Delivery available for large event related orders High-end products available Very Important Somewhat Important Not So Important Not Important Competition When people think of liquor, beer & wine stores in this market is your company the first one to come to mind? Who would you consider to be your top competition in this market? How does your store compete with other retailers? What benefits would customers gain by going to you instead of them? If you were to survey your competitor’s customers what do you think they would say about why they shop with your competitor? Marketing Strategy Ad spending is approximately 0.5% of retail sales- for beer, wine, & liquor stores (Corporation Source Book of Statistics of Income. IRS.gov.); would you say your annual ad spending is higher or lower than that? What days of week/times of day do you typically advertise? What is your slogan or tag line? Why do you advertise? What percentage of the time do you think your advertising works? What advertising medium that you’re currently using is the most effective? o Why? What are the top three factors that determine your choice of advertising media? How do state regulations affect the company’s marketing programs? If you could change one thing about our working relationship, what would it be? If I could make advertising accomplish one thing right now, what would that be? Can this be quantified (put into numbers)? When does this need to be accomplished by? What obstacles must be overcome to accomplish this?