Byte Café

CHAN Cho Ki Zoie, CHAN Hei Ching QueenaKEI Ho Kwan Janice, LAW Yuen Fong Isra

WONG Tsz Yan Emily

Old City

• Living: Elderly• Working: Young Professional

• Coffee drinkers• Technology

• Café + Gadgets = Byte Café

Byte Café

• Café: - General beverages, snacks - Hong Kong style milktea

• Store: - Selling gadgets - As a platform to try latest technological

products

Byte Café

• WiFi service• Laptops• Multi-touch tables - 6 customers - play games - watch videos - surf internet - e-menu

Style of Byte Café

• Retro• Sophisticated • Cool• Design of 1930 -1980s• Perfect match of old city

Style of byte cafés’ product

• Retro style• Retro style portrait printed on products

Decoration of café

• Vintage colour • Enhancing elements:– Vintage colour for internal walls of the shop– Old poster posted on the wall– Pattern floor tiles

Store Target Market

young professionals

20-35 years old with satisfactory incomes

more likely to use the high-tech products

more affordable for them

often enjoy their after work hours in the café

are not high-end fashionistas

care about quality, comfort and vintage

Store Name “Byte Café”

refers to the computer term “byte”

represents a very small unit of the computer memory storage

sell small computer stuff

similar pronunciation to the word “bite”

indicates that food will be available in the café

Location

• North 3rd Street, Philadelphia

Byte Café LOGO

Service and Product

Product- computer area• coffee, • chocolate beverages, • ice creams, • Salad,• Bakery,• Milk teaServices• multi-touch tables • e-menu• Games• surf the internet

Service and Product

• Product- computer area• headphones, • earphones, • smart phones’ and i-Pads’ cases • USB memory sticks, • mouse, • keyboard • bags specially for holding

laptops, etc. • latest technological products.

– virtual laser keyboard. Connected with the laptop or smart phone

Floor Plan

Multi-touch Tables

Accessories-Display Cupboard

Accessories Rack

Tech exhibition• A platform to display and share the knowledge of the latest technology• Held not only on the opening day, but once a year• Invited spokespersons from different manufacturers and companies and introduce and

display their products• All visitors get a chance to try out the new products• Visitors could participate in it by submitting their ideas or their technological work for people

to appreciate• At the end of the event, the most innovative products would be chosen through voting and

the winner will earn a prize• Snacks and beverages are provided for free during the event• Purposes is to make Byte Café a hot topic in town and the strengthen the theme of combining

technology and traditional stuff

Promotional Plans• Magazine Ads 1

Promotional Plans• Magazine Ads 2

Promotional Plans• Magazine Ads 3

Promotional Plans• A media kit is a package of information about a company given out to

media workers. • Media Kit of Byte Café

– Press release about the open day of Byte Café– The inner environment of Byte Café– The branding and aim of Byte Café – The detailed menu and price for various services– The information of products available in Byte Café – Activities that will be held, such as discount day etc.– The partnership of Byte Café with different companies

Promotional Plans

• Other accessories– Leaflets– Active talking staff– Coupons that will be issued through newspaper

and magazines

Promotional budget• Promotional budget

Cost of print promotions - HKD $30,000 for print ads in Wired, PC World, PC Magazine.Cost of website and management- HKD $10,000Salary for staff distributing leaflets- HKD $20,000Cost of coupons in newspapers- HKD $5000

• Cost of special event (Exhibition)Wine, drinks and snacks: HKD $10,000Invitation of spokesperson : HKD $50,000Hiring PR company for the event: HKD $10,000Hiring event 15 helpers: HKD $10,000Hiring DJ to play music: HKD $10,000Cost of prize for competition winner: HKD$2000Total Cost for the night: HKD $92,000

Social Media Strategy

• Step one: Assessment• Social media technologies take on many

different forms including magazines, Internet forums, weblogs, social blogs etc.

• decided to put ads on facebook to attract people to the special event and also buy our products.

Knowing our audience

• five major benefits • Laser focus• Break barriers• Language• Empathy• Positioning

Step two: Identify goals(themes)

• Our themes for this project is “awareness”, “sales” and “loyalty” .

• Sales- look at click rates, social e-commerce sales and conversion rates.Awareness- measure growth , engagement, brand awarenessLoyalty- engagement, sentiment and influence.

Step three: Implementation

• Integrating social media on website with icons.• contests or promotions- special event• Showcase your expertise- competition during special event• Promote networks consistently- add network links to emails and business cards

Step four: Monitor

• evaluate our progress and tune in the details. • brainstorm new ideas.

Viral marketing promotional plan

• http://www.youtube.com/watch?v=hYHXIC37tr0&feature=related