CYBER CAFE

Marketing Strategy

CYBER CAFE

Target Market Strategy

The Cybercafé’s primary target market is young adults aged 18 to 24, total 49 percent of the company’s sales. The cybercafé positions itself as a place college students can hang out, study, write term papers and meet people. It appeals to this consumer directly through introducing technology as soon as it come available, focusing on social networking and actively cultivating a “cool” image. The young adult audience grows 4.6 percent each year.

Also, the cybercafé targets men and women aged 25 to 40. They account for about 40 of its total business. The cybercafé’s appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. Customers tend to be urbanites with professional careers and a focus on social welfare. This target audience grows at a rate of 3 percent annually.

Businness Description

Situation Analysis (SWOT)

The vision of the cybercafe is to establish an appropriate environment for customers to relax and enjoy, but yet focus on their technological tasks. The purpose of this is to provide access to free Wi-Fi and computer software needed by all range of customers, from college students to business entrepreneurs.

The cybercafe serves hot and cold beverages, all kinds of coffees, fresh homemade pastries, and snacks to enhance the customers’ visiting experience.

Marketing Mix

The weaknesses will be exportation price for the coffee beans, added costs for maintaining the computers and software’s and competition with other similar companies.

• STRENGTHS

The cybercafé strengths are delicious and quality coffee and homemade snacks with free access to computers and Wi-Fi to entertain customers, great customers’ treatment and quality coffee beans exported from Colombia.

• WEAKNESSES

• OPPORTUNITIES

Possible consideration for expansion, environment for students to study and quality fresh products and services.

• THREATS

Our principal threats is competition with others huge companies as Starbucks, McDonald and other local coffee shops.

Design Layout

Product

Distribution

Promotion

Price

• Be located close to UTPA campus
• Free access to computers and software
• Open all year long
• Calm, relaxing environment for customers to work on homework, projects, and set up meetings/interviews.

• UTPA Newspaper
• Word of Mouth
• Advertisement on UTPA webpage
• Flyers around Edinburg
• Social Media

The cybercafé specializes in coffee and related beverages. The company sells coffee, Italian-style espresso beverages, cold blended beverages, as well as a selection of premium teas. In addition, the firm also sells homemade pastries and snacks to go with the coffee.

An espresso is a strong, black coffee that is brewed by forcing hot water through coffee grounds. It’s more concentrated, has more caffeine than regular

A Latte is Espresso with steamed milk and foam.

A Cappuccino is similar to a latte but with more foam.

Mocha is an espresso, steamed milk and chocolate with whipped cream on top.

A Coffee Frappuccino is coffee, milk and blended with ice.

In addition to the coffee and the pastries, the cybercafé provides free Wi-Fi and all kinds of technological equipment and software in order to enrich the customer experience.

.50 Cents - $1.00 Black/White or Colored Printing

.50 Cents - Scanning, Faxing, etc.

$5.00 - $10.00 - School Accessories (Pens, Pencils, Notepad, etc.)

$5.00 - $10.00 - Office Accessories (Staples, Erases, Memo pad, etc.)

$Coffee Prices - Small $2.50 Medium $3.00 Large $4.00

$Smoothies- Small $2.50 Medium $3.00 Large $4.00

$Cappuccino-Small $3.00 Medium $3.75 Large $4.50

$Frappuccino-Small $3.00 Medium $3.75 Large $4.50

$Hot Chocoloate-Small $1.50 Medium $2.00 Large $3.00

$1.00 - $5.00 - $Pastry Prices

$10.00 - $20.00 - University Merchandise

$125.00 - Internet/Software Application

Implementation Timetable

2015

Cyber-café plans to break even by the end of 2015 or double from the start up costs

2016

Cyber-café established strong relations within the community and donate towards enriching the lives of university student

Mission Statement

Examples of Cyber Cafe's Implemented:

University of North Texas (Cyber Cafe)

Hotel Resorts (Villas by the Sea/Click Cafe)

Public Schools (Hopkins Public Schools)

Implementation, Evaluation & Control

Our mission is to inspire and entertain our customers. We make it possible to provide our customers with a good time and a finest quality cup of coffee. Our cyber cafe is all about the quality in coffee and the greater service that may exists. We are passionate about sourcing the finest coffee beans and counting with the most entertaining technology around to make your day more relaxing.

We are fully engaged to connect, laugh and uplift the lives of our customers. Sure, it starts with the promise of a perfectly made coffee, but our work goes far beyond that. Our store is arranged to make you feel like at home. We count with comfortable chairs and tables where you can lounge and we also count with computer because we know how important is to keep in touch with the cyber world. We want you to forget about the worries and bad times so come and join us for a good time and for the greater cup of coffee available in town.

Financial Projections

Objectives

The financial objective is to be financially solvent within the

first year of operation.

Objective Matrix:

• Sales of $60,000 - $80,000 by the end of 2015
• Sales of $150,000 by the end of 2016
• Positive cash flow yearly

*Excluded Government funding (PRIs) of $10,000 and $15,000

Detailed Costs:

$10,000 - $15,000 (Government/PRIs funding)

$125.00 (Internet Cafe Software (Windows 8/8.1 Compatible))

$5,000 (Furniture)

$1,000 - $2,000 (Stock Inventory)

$500 (Merchandise)

*Total Cost : $30,000 - $40,000

Marketing Research

Organizational structure & plan

-Online Surveys for ages 18-40; taken every 2-3 years

These surveys will ask what type of environment setting the consumer likes to be in when being with peers or alone

-Research the competitors such as prices and the consumers they are attracting

-Keep up with updated technology

Our Goals and Objectives, as a business are to create a place where you can chat, meet up or even work. We are enthusiastic about providing you with the best location available where you will just enjoy a nice chat while drinking our quality coffee or a place where you could work free from distractions in your assignments or personal tasks. The decision is yours. We have the tools, you have the choice.

The structure of Cyber-cafe as a newly designed and innovative founded company will start-up its business in mid-2014 consisting of two employees. Once Cyber-cafe obtains a positive word of mouth reputation and manages to maintain happy, loyal, and returning customers the company will then fluctuate into a profitable organization. As Cyber-cafe grows and is able to maintain a positive cash flow for at least six consecutive months, the need to acquire and invest in properly training employees will rise. To be a successful company and have positive long lasting years ahead, amongst the several partners investing in the company they have all reached an agreement. They have decided that they are going to get hold of contractors in different important yet critical areas, them being Software administration, Importation of coffee beans, Accounting, and Marketing to preserve promising results for the company.

In order to maintain a functional structure from which all partners in the company can benefit and be guided in the right path. The partners have established an honest relationship with an advisory council group. A credible group who has worked in guiding many other successful, innovative companies that have started from the bottom just like Cyber-cafe and have led to expansion. The advisory members provide their opinions as to how things should be done, explaining the reason why they advise to take that specific action, while helping arrive to a conclusion. Note they have no voting rights within the company they only serve as a guide and help mediate partners into all agreeing in what is best for the company all for a low cost.