Coffee Shop – Chapter 6 – Final Project
Name of your Coffee Shop – 5 Points
Branding – 5 Points
 Logo/Trademark
 Company Colors
Market Considerations – 50 Points
 How are you going to segment your market?
o Consider the following
 Geographic Segmentation
 Demographic Segmentation
 Age and Life-cycle Segmentation
 Gender Segmentation
 Income Segmentation
 Psychographic Segmentation
 Behavioral Segmentation
 Occasions
 Benefits Sought
 User Status
 Usage Rate
 Loyalty Status
 What market segment are you going to target?
o Evaluate Market Segments
o Selecting Target Market Segments
 Undifferentiated Marketing – “mass marketing”
 Differentiated Marketing – “segmented marketing”
 Concentrated Marketing – “niche marketing”
 Micromarketing
 Local Marketing
 Individual Marketing
Differentiation and Positioning – 50 Points
 How are you going to differentiate your Coffee Shop from the competition?
 How are you going to position your Coffee Shop relative to competitors?
 What is going to be your competitive advantage?
 How many differences are you going to promote?
 What differences are you going to promote?
 What positioning strategy are you going to implement?
 More for More
 More for the Same
 The Same for Less
 Less for Much Less
 More for Less
 How are you going to compete with the big competitors?
 What is going to make your coffee shop so successful?
Store front location – 10 Points
 Where is your first store going to be located?
o Do the demographics of the location fit your target market? Provide evidence
 Rent/Mortgage Price
 Taxes
 Car Traffic/Foot Traffic
o Select two additional locations for future shops.
Equipment and supplies – 10 Points
 Think about everything you may need to start your coffee house.
o Machines, Cups, Rags, Milk etc.
Where to get financing? – 10 Points
 Including alternatives to traditional money sources
Create a Menu and Pricing – 20 Points
Design – 20 Points
 What is the design of your coffee shop going to look like?
o Inside
o Outside
o Signage
o Furniture
o Paint
o etc
Advertising and Promotion – 20 Points
 How are you going to promote your new business?
o TV, Billboard, Newspaper, Website, Social Media etc.
o Be creative
 How much are your promotion efforts going to cost?
 Do you have a rewards program?