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1
Dos Coffee and Wine Bar
Ashley Blanco, Caitlin Ludwig, Christine Collins, Megan Pariseau, Samantha Koivisto
2
Executive Summary
• In 2013, Dos Coffee and Wine Shop opened at the end of a highly trafficked, competitive area at the end of San Marco in downtown St. Augustine
• There is no foot traffic near the shop’s location, which poses a problem
• Advertising to Flagler students is limited as there is a strict on-campus alcohol policy
3
Mission
• Dos’ mission is to bring the culture of gourmet coffee to St. Augustine through their pour-over technique
• Dos serves as a venue for live music, private events, and a place to come spend time and study
4
SWOT Analysis
• Strengths • Unique selection of coffee and wine• Parking available • Serves as a venue space
• Weaknesses• Wait time• Distance from Flagler • Lack of discount programs• Unattractive exterior
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SWOT Analysis
• Opportunities • Increase performances by local artists• Partner with Flagler’s art department
• Threats• Local coffee shops and cafés closer to Flagler • Seasonal target market• Flagler’s alcohol policy
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RATIONALE
• We conducted surveys to gain quantitative knowledge about our target market
• We hosted a focus group to get qualitative information from members of our target market
• We chose these methods because they were convenient for our participants and because they were cost-effective for our client
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Focus Group
• Very few students had ever heard about Dos
• 2 out of the 8 students heard about Dos through Facebook
• A few of the students were turned off by the atmosphere of the shop
• Some students said they were loyal to their current coffee shop
• Mixture of those that would come and go, and those that would stay and do homework
8
Online Survey• We collected data from 31 respondents
• Only 4 of the 31 people surveyed had heard of DOS
• Only 2 out of the 4 who heard of DOS had tried pour over coffee
• A majority of respondents would be more likely to hangout in study friendly environments with free wifi, comfortable seating, good tables, etc
• A lot of respondents were skeptical on late night hangout, if they did want one it had to be live music and chill-- not house or dub-step music
• Many wanted student discounts, promotions and punch cards as incentives to return
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• 26% were willing to wait less than 3 minutes for a cup of coffee
• 63% were willing to wait 3 to 5 minutes
• 10% were willing to wait over 5 minutes
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• 32% were willing to pay $2-$3
• 54% were willing to pay $3-$4
• 12% were willing to pay more than $4
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1111
• 51% heard through word of mouth
• 6% heard through flyers
• 3% heard through yelp
• 38% heard through Facebook/Twitter
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Limitations
• Small focus group which did not allow for a lot of insight
• Not a well known coffee shop among Flagler students
• Dos has a small number of employees, resulting in limited availability of the owner
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Recommendations
• Dos should suggest a happy hour that would include half off coffee specials
• Student discounts
• Market the unique quality of their coffee
• The right advertising and marketing tactics should be implemented