Coffee.etc Presentation

Editor's Notes

• #19: Won’t offer deals and price related promotions - different from the other students bars and shops, quality and experience that is worth paying for - main focus and what we promote. The upstairs hire/event room - offer discounted rates to students wanting to hire to perform music/craft fayres/ exhibitions (part of our CSR). Posters situated around the universities, notice these more than being flyered at uni enterance. Have a website and app (same use) –sell products, advise on menus/allergies/prices, promote events, way of booking hire room. QR Code, menu on this and events listing, easy way to connect and update users, most students/audience will have internet access and smartphones. Social media - media networks to interact with businesses and brands (mintel report “social and media networks” May 2014.) be expected, would use to gain recognition, create events and promote products and events, share photos etc, connect with the audience, any questions/compliments/complaints. PR on the streets would introduce them, let them sample coffees, although flyers wouldnt be a promotion used all the time, take away after they have sampled the coffee (S.M also promoted here). Sponsoring the society.. Targetting specific target audience which would appreciate our product, more likely to be repeat customers, hire the top floor out for socials.
• #20: Why? Determining the location is key to achieve success in any business. Depending on the size, type, and product offerings the business has will help focus efforts on the right location more clearly. One model that has proved effective when choosing the location is the principle of minimum differentiation. Hotelling states “proximity to rivals is more important than proximity to customers” (Hotelling 1929) this theory suggests that being located next to rivals selling similar products will drive more business in comparison to being spread widely over a specific region. With coffee.etc being located adjacent to Starbucks, the concept idea ties in with the model, and the USP’s offered will hopefully give competitive edge. Being situated around 300 yards from Sheffield Hallam University, but also a stones throw away from the city centre allows for large numbers of student traffic, combined with local shoppers and tourists; all of which will find coffee.ets’s location accessible. With the city’s library, peace gardens, crucible snooker centre, and theatre all in close proximity it gives the hope a number of different audiences will use coffee.etc. This could also bode well in building the brand and raising awareness. It’s important that the interior of coffee.etc has a uniformed effect with the location of the café itself with regards to the rustic feel. With the chosen location having cobbled streets either side this fits in perfectly and if anything; adds to the effect of the interior. The surrounding area can play an important role in creating the desired effect also, as the handpicked items within the interior and rustic look partnered with cobbled streets, and a vintage exterior will all contribute to successfully achieving the image sought. The chosen location has two floors and this is vital as its fits directly in with our strategic plan. The option of two floors allows the added benefit of a venue style café that can offer extras such as exhibitions, cinema nights, and fashion/art launch events. This will look to draw in different types of income whilst also adding something that sets coffee.etc apart from their competitors. Hosted theme nights will take place on the second floor every two weeks, which bring with it the added benefit of not conflicting with usual business downstairs. Furthermore, the more people taking part in any events occurring are added potential customers of coffee.etc. Looking at the exterior and street position of the café its situated on the corner of the road meaning it can be identified from various positions. This can be used to advertise more effectively and gain recognition from different positions. With two large front facing windows, different mediums can be used to grab passers by attention and with it being a new concept; customer interaction is key on getting customers through the door. Age group………………………………. Footfall
• #21: Explain key Decompression zone Want to look busier downstairs, more chilled upstairs, free flow layout.. Coffee is main product so layout is primarilty focussed on seat and tables, don’t want it to be too structured, create a relaxed space, old leathers, wood for soft rustic appeal. Atmospherics, touch – wood, old leather, Sounds – coffee machine, acoustic/folk/indie music, colours, browns, black, dark brown/reds, silver, white, smell – coffee, old leather, tastes – coffee, cakes
• #22: Side on view. Counter is main point of product purchase/choice.. Large chalk board displaying all products/ options. Shelf for add on impulse purchases of cakes to go along side drinks as easy to take away. Display cabinet for sandwiches and drinks, real coffee machine easily visable… on the right side is where theres a window so this would be seen from outside too.. Also make use of window display, with coffee products. Middle two shelving units are the key hot spots as they’re next to the stairs which many will walk past to go upstairs, one next to coffee will be blocked out with coffee, as this is expected to be the main physical product customers will buy so we’d give this larger space elasticity. Then we have mugs and flasks which re our own branded products. Shelving to the right is a themed displays, this wont sell as much and aren’t add on products. We would also a promotional space upstairs for local businesses e.g arts/jewellery to hire to sell their work.
• #23: Examples of how our layout and space will change for various events we hold. Depending on what is desired furniture can be moved. The right corner will always be the main focus area as it keeps space for the exit and guides people through to the whole room, its effectively at the end of walk through of the store.
• #25: Wages – Increased wages heightens the skill set of applicants allowing for a more motivated, educated, and willing team. Taster and training sessions – Results in staff knowing about taste, quality, and improves bonding. This then transfers onto the customer who want to know about where the products are sourced, and how they taste and smell. Feedback from customers through the ‘throw in box’ – any improvements will be worked upon and checked weekly. This will come up in each training session meaning problems become eradicated quickly. Vintage – warm surroundings with intriguing and ‘instagram worthy’ interior improves the overall experience and gives visual stimulation alongside intriguing 5 step complaint process – Acknowledge the problem and thank them for bringing it to our attention/apologise/ask questions in a caring manner/ask what would be a suitable solution/resolve and ensure they feel a lot happier about the situation Table service with seat and greet – Seating people at the table allows for a friendly greeting, and gives the chance to talk about specials and give recommendations Uniform – relaxed atmosphere fits in with the overall theme – comfortable work wear could also motivate staff Staff incentives – Incentives motivate staff to work harder and allowing them to keep their own tips is also a huge boost to morale and motivation