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LE MAESTRO
A first set of grouped interviews for the different students for them to share their point of view
A second set of individual interviews for young workers.
12/09/18
19/09/18
26/09/18
COMPETITORS
THE COMPANY
The Company
HISTORY
History
First bar created in Nantes in September 2016 by a Audencia Alumni: Ronan Friguel
expansion due to immediat success
Opening of the bar in Angers in September 2018
Already always full!
and now... Trying to expand to French cities!
Sector/Activities
SECTOR & ACTIVITIES
Cheapest Mojito of France
Trendy bar for students and afterwork enthousiasts
offers Tapas, drinks, cocktails at a low price but in a great atmosphere
COMPETITORS & OFFERINGS
Offerings
- Mojitos & Cocktails
- Wine
- Beers
- Tapas
..
Competitors/Offerings
Main Competitors
Direct :
- Casa de Cuba
- Le Baroque
Indirect : all bars & restaurants with happy hours and low prices...
Main Challenges/Issues
Strength
Strength
- ATTRACTIVE PRICE
- BRAND NEW FACILITIES
- BOOST OF SALES WITH OPENING
- STRONG STUDENT COMMUNITY
- ONLY ONE TO FOCUS ON MOJITO
Issues
Issues
- NOT ENOUGH COMMUNICATION
- LOW PRICE = NEED OF LOTS OF SALES
- ADAPTED TO SMALL CITIES BUT NOT EVERYWHERE (PARIS)
- PROBLEM OF NOISE IN THE CITY
- SMALL AREA FOR CONSUMER
OUR DIFFICULTIES
OUR CHALLENGES
- UNUSUAL TO ORDER WITH A WEBSITE
- STRANGE FOR ONE SHOT USERS
- INTERNET OVERFLOW WITH BAR WEBSITE
Digital opportunity
- CREATING A WEB SITE
- POST ONLINE EVENTS
- BEING ON SOCIAL MEDIA (FACEBOOK, INSTAGRAM, SNAPCHAT)
- ORDERING A MOJITO WITH A CELLPHONE
- PROMOTE WITH A LINK
WHY ?
A CONCEPT
Concept
- New
- Trend
- Talk to young people and students...
But also to young executives
Media
Medias
- Talk to us
- Communication and easy events
- No website
- Everything to digitize
Thanks for your attention
Girard Clara
Gaussen Sixtine
Goude Anne
Vappereau Victor
Poux Pierre-André
Thank you
SAMPLE
SAMPLE
STUDENT
30 years old
Young active in a Start-Up
Bobo
Corporate
YOUNG WORKER
PERSONA
20 years old
Single
Master of Marketing in Angers
Low income
Extroverted
HOBBIES :
- Like to have glasses with friends
- To party
- Enjoy a cocktail to talk after classes
DESIRES :
- Looking for good deals but in places that change
- Places not expensive
HOBBIES :
- Like the cool stuff
- Love the After-works
DESIRES :
- Wants to relax after work
- Love the conceptual places
DRAFT
CANVA
10 interviews
- 5 students
- 5 young workers
All living in Angers
OBJECTIVES :
1. Build a persona
2. See the differences and similarities between the students and young workers
3. Analyze the students' habits concerning their Master
INTERVIEW GUIDE
INTERVIEW GUIDE
PART.1
PART.1 Characteristics
1. How old are you?
2. Since when do you live in Angers?
3. What is your professional situation ? (Please indicate exactly your graduate)
4. If student : in which Master? If worker : in which Sector?
Marketing/Finance/Management/Law/Medicine
PART.2
PART.2 CX Bar, Atmosphere, Price
I. HABITS
1. What do you usually do at night while having a drink ?
2. How many times a week to you go to a bar in Angers?
3. What do you usually drink?
II. DESIRES
1. How do you choose the bar you go to?
Atmosphere/Price/location/Products
2. How do you find new bars?
Friends/Randomly/Advertising
3. What is the average price you pay for a drink?
4. Do you think that is it too long to get a drink in some bars?
PART.3
PART.3 Information
I. Maestro
1. Do you know the Maestro bar?
2.Have you ever heard of this bar or see it ?
3. Did you know that there was one in Nantes ?
II. Digitalization
1. Do you use some online payment app?
If yes: Lydia/Pumpkin/Apple Pay/Stripe/Alipay
2. Would you be interested in ordering drinks online in a bar?
3. Do you think that it could help to save times?
4. Would you prefer bars in which this technology is available?
5. Would you like to receive exclusive offers via this application?
QUALITATIVE SURVEY
Real point of views of Consumers
Intelligent criticism
interactive interview
Better knowledge
QUALITATIVE SURVEY
A first set of grouped interviews for the different students for them to share their point of view
A second set of individual interviews for young workers.
TOOLS
Traditional
Digitalized
TOOLS
- dictaphone
- papersheets
- interview sample
- software to link all the keywords of what the interviewees said
- Dragon: software to rewrite what was said during the interviews
- Survey (google survey)
THE RESEARCH PROCESS
TODAY:
BUILD THE INTERVIEW GUIDE AND CREATE THE PERSONA
OCTOBER 3rd:
CONDUCT THE INTERVIEW WITH THE TARGET PEOPLE
THE RESEARCH PROCESS
OCTOBER 10th:
SUM UP THE INFORMATION WE GOT FROM THE INTERVIEW AND CONDUCT AN ANALYSIS
SEPTEMBER 26th:
FIND THE TEN PEOPLE TO INTERVIEW REGARDING THE PERSONA
KEY ACTIVITIES
KEY PARTNERS
Cocktails and Tapas bar
User-friendly space to take some drinks and see our friends or colleagues.
1
- Alcohol suppliers (Bacardi)
- Soft suppliers (Coca-Cola, Orangina...)
- Local suppliers (Tapas & food)
- Wine suppliers (from Spain)
- Beer suppliers (from Spain
VALUE PROPOSITION
KEY RESOURCES
2
- Sell an experience
sell an image (trendy and hip)
- Escapism
- Low prices
- Quality product
- Variety of products and flavours
Financial resources: Personal investment
Physical resources: The location of the bar and all the equipment of the bar.
Intellectual resources: Franchise name, logo and concept protected.
Human resources: Bar-mans, marketer, manager
CUSTOMERS RELATIONSHIPS
CHANNELS
- Physical shop (directly ordering in the bar)
- Open : 6pm TO 2am; 5j/7 (Sunday & Monday)
-Social Network
- Word of mouth
- Articles written on a blog
- Try to create a specific relation with the customers (Recognition, Special gifts...
- Quick, efficient service
3
CUSTOMER SEGMENT
COST STRUCTURE
- Students
- Young workers
REVENUES STREAMS
- Loan of infrastructure
- Suppliers
- Employees
- Maintenance (electricity, water etc...)
4
- Mojitos & Cocktails
- Soft
- Beer & Wine
- Food & Tapas
A NEW APPLICATION : https://arthurvappereau.wixsite.com/maestro
1.
- Open : 6pm TO 2am; 5j/7 (Sunday & Monday)
- Try to create a specific relation with the customers (Recognition, Special gifts...
- Quick, efficient service
-Social Network
- Word of mouth
- Articles written on a blog
Create fidelisation on the App (Notificiations, Newsletters, Users profiles)
2.
- Physical shop (directly ordering in the bar)
Digitalization: use of a website/smartphone to order more easely
3.
- Mojitos & Cocktails
- Soft
- Beer & Wine
- Food & Tapas
4.
- Students
- Young workers
- People used to deal with application
5.
- Sell an experience
sell an image (trendy and hip)
- Escapism
- Low prices
- Quality product
- Variety of products and flavours
How can we gain time while we order ?
How can we improve the user experiences and fidelisation ?
6.
THEY NEED TO MAKE:
-Good cocktails and good prices
- Have an yser-friendly space to take some drinks and see our friends or colleagues.
7.
Financial resources: Loan to finance the application , personal investment
Physical resources: The location of the bar and all the equipment of the bar.
Intellectual resources: Franchise name, logo and concept protected. New patent for the application.
Human resources: Bar-mans, marketer, manager, app developer
8.
- Alcohol suppliers (Bacardi)
- Soft suppliers (Coca-Cola, Orangina...)
- Local suppliers (Tapas & food)
- Wine suppliers (from Spain)
- Beer suppliers (from Spain
9.
- Loan of infrastructure
- Suppliers
- Employees
- Maintenance (electricity, water etc...)
- Application price
GUIDE
https://docs.google.com/forms/d/e/1FAIpQLScFGhbR2B-VIv7PAQ0ms9loS8uWAHB9nqQ0nVZSENtt3-bRxQ/viewform?usp=pp_url
PERSONA
PERSONA
MAIN FEATURES & ATTRIBUTES
1.
MAIN FEATURES
2.
G
Time saving
Visibility
Order online
To book a table
Discover new flavors
Participate in the Mojito of the month
Soon to play to drink it Mojito mystery?
KEYWORDS & ELEMENTS
THE DRINK
Mojito, Alcohol, wine, beer, fries, saucisson, planche, etc...
THE PRICE
3,90€ Cheapest Mojito in France
THE LOCATION
Angers, Hypercentre, Centre Ville, Rue Bodinier
THE CONCEPT
Mojito concept, Order Online, Book the Bar, Reservation
EVERYTHING RELATED TO THE ATMOSPHERE
Fancy, Chill, Sophisticate, Warm, Friendly....
Recommandations for SEO
Think with the customer point of view to choose the best keywords.
Differentiate Angers' from Nantes' Maestro
SEO
Create interesting text content that will help out SEO (articles, tweets)
Study the Keywords concurrency (Google's Keyword Panner / Yooda Insight
Get the medias talking; and no need for SEA in our case
COMPETITORS
http://www.jamesjoyce.fr/
Strengths
Really in the Irish pub theme
Good visibility of the Facebook page
Weaknesses
Obsolete design
None updated content
Too much Facebook link
Maps doesn’t work
Menu is a pdf : not adapted to the platform
Not enough content on the event
COMPETITORS
https://www.lacaleangers.com/
Strength
Attractive (Video that shows the bar, and them doing mojitos, prices, diversity of beverages, information, feedback)
Animation (Photos & videos)
Straight to the point (Access directly at all information and FB page)
Weaknesses
Not updated
Not contactable
RECOMMENDATION
WEB SITE
RECOMMENDATION
- Animation
- Content
- Straight to the point (Main information of the first page : Key points)
- Avoid a lot of pages
- Original and creative
DESIGN OF THE WEBSITE
We want the design of our website to be fitting with the atmosphere of the bar. we want something sober, clean cut. We do not want much text content, we would rather have more interactive buttons.
The hierarchy of the pages:
is made by the importance of the content.
On the top home page of our website, we can see different tabs with all the information’s pages.
The price of our drinks is our strength, so we decided to highlight it on the home page of our website.
Then we propose to our customers to choose the mojito of the month, by an interactive button so they can be implicated in our company.
Customers can then see the menu with the different offers of drinks and snacks and then the events organized by our bar.
The last tab refers to the login space for customers so that they can order online and register their preferences.
Social media Strategy
Expected Outcomes
Expected outcomes
- Attract more consumers
- Highlight the difference between the bar in Nantes and Angers
- Raise awareness
- Introduce the concept of our bar
Main social media platform
Action Plan
Action plan
- Advertising on Facebook and Instagram
- Promoting sponsorship= create your account on our website, sponsor your friends and win one free saucisson
- Ask consumers to vote for the mojito of the month
Results
Measure our results thanks to:
- number of new subscribers
- number of people voting for the Mojito of the month
- Number of people sponsored
Email strategy
Arlettie's strategy
- 21 email received in a month
- You have to register on their website
- Invitation to private sell
- Attract with pictures and discount
Best practices
Best Practices
- Individualized email
- Pictures
- Highlight on the most important information
- Interactions
Email one-year schedule
Emailing Campaign
Email campaign
- Student or young workers who subscribed to the newsletter
- To prevent our special events
- To inform what is the mojito of the month
- Email personalization
KEYWORDS
Words
We focus on the word that we thought were the most relevant.
According to 2 factors :
What is important in the consumer mind ?
What is our best value and assets ?
- "Bar"
- "Mojito"
OUR ADVERTIZING
Advertizing
Product
or
Service
Where to show ?
EDIT BUDGET
Advertise only Wednesday, Thursday, Friday and Saturday
Average cost of our advertising for one day is 11,18€
Objectives:
Recognized in Angers
Be on top of the page
Attract more customers
Then,
195€ for one month
2340€ for next year
BUDGET
Planning for Presentation
PLANNING
PLANNING
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