Complete Strategic Plan

REANIMATEME LLC. COMPLETE STRATEGIC PLAN 1

Complete Strategic Plan: ReanimateMe LLC

Constance Quigley

February 17, 2014

BUS/475

Derek Webster


Executive Summary: ReanimateMe LLC

ReanimateMe LLC is determined to become a social centerpiece in the community.

ReanimateMe café and lounge provides a place to socialize, relax, and reflect on daily life. A

joyous and warm atmosphere where customers can come to meet with friends, access free Wi-Fi,

read a book, or game on one of the provided TV sets and gaming consoles. With the growing

demand for high-quality gourmet coffee and great customer service, ReanimateMe will capitalize

on its proximity to the tourist driven market in Newport, Oregon and the local patrons looking

for some social enjoyment. ReanimateMe will offer its customers the best prepared coffee that

will be complimented with pastries, as well as a special youth room that caters to the

imaginations of the community’s youth with easy visual access for parents.

The company will operate an 850 square foot coffee bar within a walking distance from

Branstiter Park, the Toledo Library, the community pool, and the local police station. The

members have secured this location through a 1 year lease with an option for extending.

Objectives

ReanimateMe’s objectives for the first year of operations are:

Be selected as the "Best Coffee Lounge" by the local restaurant guide.

Turn in profits from the first month of operations.

Maintain a 55% gross margin, with 10% profits reserved for charity.

Create an entertaining environment for the youth and adults in the

community.


To boost each community we reach through charitable giving and actions.

Mission Statement

The mission is to realize the tremendous potential of community, making the future the

forefront of ReanimateMe’s actions and the actions to give back to the community. In line with

the vision statement and keys to success, ReanimateMe strives to serve sustainable gourmet

coffees, in a relaxing community oriented environment and use profits to build a stronger

foundation for a better tomorrow. Committed to maintaining excellence, respect, and integrity in

all aspects of the operations, and reflecting the highest ethical standards in every relationship.

Vision Statement

ReanimateMe’s vision is to realize the marvelous potential of corporate responsibility to

community. With the aim to build the community through charitable giving, as success is

realized. The belief that “A corporation viewed as a community company can be used to improve

the community and the lives it reaches”. ReanimatMe’s goal is to one day make the world the

community and share success with the individuals within that community. ReanimateMe is not

just out to provide a green and sustainable cup of gourmet coffee… the company is striving to

build a green and sustainable future. One delicious cup of coffee at time, surrounded by real

people, with real vested interest in one another!

Keys to Success

1. To provide eco-conscious and sustainable gourmet coffees.

2. To earn the satisfaction of every individual served.


3. To give back, to realize the marvelous potential of corporate responsibility to

community.

4. To operate in the highest ethical standards.

5. To remember that success simply tastes better when shared.

Guiding Principals

ReanimateMe’s guiding principles are the strong moral and ethical foundation

that the owner’s share. The core focus is on the community’s youth and supporting the

established and essential charitable organizations in Toledo, OR and the surrounding area. The

café and lounge will host community outreach programs for the community’s youth as well as

establish weekly reading and movie nights as a solution to the lack of organizations in the area

for the developing youth of Toledo.

1. Respect every person, and give to economic and social development

through corporate activities.

2. Provide sustainable and eco-conscious coffee.

3. Foster a corporate culture that enhances both individual creativity and the

value of teamwork.

4. Pursue growth within the community through innovative and strategic

management.

5. Work alongside local charities, seeking growth, education, and recreation

for the youth.


6. Work with business partners to achieve stable, long-term growth and

mutual benefits, while keeping open to new partnerships.

Management Policies

Proceed always with open honesty, ethical integrity, and understanding.

Respect for every individual.

Be ever mindful of the value of hard work.

Foster a corporate culture that enhances both individual creativity and the

value of teamwork.

Open communication is the key to success.

Enjoy the work.

Strategic Direction

The vision, mission, and values guide the organization’s strategic direction through

upholding and outlining the core beliefs of ReanimateMe’s members. In the strategic direction,

both the mission and vision statements reach out to the community and its charitable

foundations. By focusing on the youth of the community ReanimateMe, is not only fostering the

basic value of community and charity, but the corporate culture is nurturing the youth to hold

these basic core beliefs to their own visions of a better future.

Customer Needs

Oregon is well known for the care and deliberate patronage to eco-conscious,

sustainable, and community focused companies. The private-label coffees ReanimateMe uses are

all certified: Organic, rainforest, Kosher, and Fair-Trade. The company will work meticulously


with care going into every cup of aero-press coffee and espresso extracted for the customer. The

teas are just as carefully selected.

The members vested in the mission and vision will be attending every delicious cup

served. The owners/ members of ReanimateMe will be with the company every day to ensure the

quality and satisfaction of every cup and to enhance the joy and aura of the café and lounge.

The customer needs will be addressed in more than corporate behavior and culture. The

formation of this corporation is based on a community need. Toledo, is a small closely knit town,

just five minutes inland from the Oregon coast line. The locals are all hard working business

owners, mill workers, timber workers, and fishermen. The local children lack any out of the

home source of entertainment which weighs heavily on them during the booming tourist seasons

when mothers seek to keep their children near to home and away from the dangers associated

with the hustle and bustle of the tourist areas. The weather in Toledo, leaves little access to

outdoor activities for nine months out of the year and there are no indoor recreations for the

youth outside of the library, hence, ReanimateMe.

Competitive Advantage

At the current time, ReanimateMe lacks any competition within an 8-10 mile

radius, with Starbucks posing the greatest threat. ReanimateMe’s coffees will be more appealing

to the local community providing the menu clearly details the business proposal arranged

between ReanimateMe LLC and the Toledo Food Pantry, a charity that supports 30% of the local

community. ReanimateMe has pledged all profits earned from each medium cup of coffee to go,

to the Toledo Food Pantry. Furthermore, ReanimateMe will work closely hosting charity drives

for the local schools and domestic violence shelter.


In addition to the local charitable activities that will appeal to the Toledo

residents, ReanimateMe’s colorful, imaginative, and texturally complex children’s lounge will

provide an excellent place for families to go and access hours of fun for the price of a beverage.

The only other child/ youth activities in the area are the highly expensive aquarium, wax works

museum, and Ripley’s Believe It or Not.

ReanimateMe will offer the first youth centered play area as well as be the only coffee

lounge, serving organic and exceptionally delightful aero-press coffee in town. The mission and

vision statements will grow with the company and lead management toward the end goal of

focusing on the youth and providing safe, educational, fun, and inexpensive activities for the

developing leaders of tomorrow.

Economic and legal forces and trends

The economic situation of ReanimateMe LLC is unique and idyllic for expansion and

growth. ReanimateMe LLC offers patrons a unique and innovative take on coffee and espressos.

The company has invested research into social trends and customer expectations, which support

ReanimateMe LLC’s current business strategies and platform. In addition to the ample positive

benefits expected to be gained through strategic planning and customer research, ReanimateMe

LLC has expanded its mentoring social network to incorporate both for-profit and non-profit

business leaders in the region. The key trends that shape the business’ strategies are everything

social, integration in customer experience, and reinvent an existing trends through technological

advancement and integration.

The legal and regulatory forces that are driving ReanimateMe LLC are the desire to

maintain ethical compliance with every law, and to maintain transparency for independent audits

and social review. ReanimateMe LLC plans to lead the way in proper reporting and


accountability. The trends ReanimateMe LLC aims to address are compliance and responsible

corporate citizenship in regulatory, legal, ethical, and community involvement.

ReanimateMe’s adaptation to change

The members of ReanimateMe LLC are all highly knowledgeable individuals with strong

business backgrounds. Driven to entrepreneurship due to past experiences where companies

failed to listen to staff and change with the developing markets, ReanimateMe LLC has systems

to identify a need of change. Written into the company bylaws, ReanimateMe LLC and its

members encourage open-forum communication across all levels of the business in regard to

corporate suggestion and development. Staff has access to plan development programs that

assist them in the formulation, explanation, and presentation of new ideas and concepts.

The threat to ReanimateMe LLC’s ability to recognize and implement change will be

dependent on the culture and information structure of the group. Members will benefit from

conflict resolution action plans which prevent upper management communication failures and

errors.

Identify issues

ReanimateMe is facing a multitude of issues that could affect the success and start-up of

the limited liability corporation. ReanimateMe LLC is paving the way for responsible for-profit

corporate behavior in the community, inspired by influential entrepreneurial rising stars around

the world. As a new group, with a small location, and minimal financial resources members of

ReanimateMe LLC are reliant on one another’s experience and education to gain customer

recognition and loyalty.


Lack of patent protection poses the biggest threat to the corporation as members

recognize the need to protect the intellectual property in the position of the firm. The minimal

financial backing delays a key protection for the organization. The company is striving to acquire

the funding to patent in the first six months of launching.

The biggest concern involving clientele for ReanimateMe LLC is local resistance. The

resistance to change and overstimulation of individuals who are admittedly technologically

challenged. The L.L.C. will operate in a very modern contemporary setting, utilizing touch

screens, YouTube channels, social media integration, Xbox360’s, and Wi-Fi.

Identify opportunities

Consumers are actively seeking more social and technological integration while also

looking to provide transparency in the food industry. ReanimateMe LLC provides table side

service and active customer interaction. The coffee beans are hand selected, and manually

ground at the tableside. Then by means of an aero-press system the coffee and espresso brew in

front of the customer. The waiter serves hot, handmade coffees, and an experience unique to

ReanimateMe LLC. The customer collaboration will build customer loyalty and provide the

opportunity for the staff to educate the clientele about coffee facts, sustainability, and processing.

In the center of an underdeveloped community, with very few child-friendly options for

socialization or play indoors, ReanimateMe is taking steps to change this. ReanimateMe LLC is

providing a year round interactive playroom that has stimulation for children aged 2-18. This

singular action makes ReanimateMe LLC, the only indoor child-friendly resource in miles.

Finally, ReanimateMe’s R.I.S.E. (ReanimateMe’s Initiative to Social Enterprising) offers

the company a unique position in the community. The community outreach programs created


under the R.I.S.E. board will allow for greater marketing reach, mergers, and future expansion.

Currently, ReanimateMe is integrating its social ideas into existing non-profit mergers. In the

near future expansion will involve incorporating a non-profit organization into the community

that links the social platforms of the existing limited liability corporation to non-profit causes.

Major issues and circumstances

The major issues facing ReanimateMe LLC’s start up and success are a lack of patent

protection, customer resistance to social and technological integration, and small start-up budget.

The circumstances that affect the lack of patent protection is that another company with more

financial security can take the idea. ReanimateMe LLC’s intellectual property can be used

without permission and absent any legal repercussions. Weighing the risks, the members chose

to move forward with the grand opening waiting for the patent in the short-term. Given the

nature of the company, a patent to protect intellectual investments is ideal especially if the

enterprise wants to focus on growth and expansion.

The limited budget prevents ReanimateMe LLC from being able to procure some

corporate desires and more importantly the patent protection. The limited finances have caused

major adjustments to the design of the company. ReanimateMe selected a smaller location to

combat the initial up-front expenses. In addition, a distinctive and minimal menu offered a huge

reward to initial expenditures and expected product loss.

The customer resistance is a concern; however, ReanimateMe LLC has a safety net where

the market will lead corporate changes under the recommendation of customers and team.

ReanimateMe will strive to create an optimal integration of corporate ideals and community


comfort. ReanimateMe has planned for customer surveys to evaluate patron comfort and provide

feedback for improvements. The information allows for members to optimize local input into the

building design and social media assimilation features as the establishment develops.

Major opportunities and circumstances

The most prominent opportunities for ReanimateMe LLC are growth and expansion.

ReanimateMe is offering unique services and products never before seen in the community and a

few that the company strongly feels are original ideas globally. The firm's desire is to build a

platform that strives to maintain and uphold corporate responsibility in legal and regulatory

process as well as transparency to all. This will have a tremendous impact positively in its social

media activities and trustworthy status to the community. Through strong corporate citizenship

ReanimateMe LLC, is positive support will follow, thusly allowing for opportunities of

expansion and growth.

The second major opportunity is the firm’s focus on the community and youth. Through

social and community programs, ReanimateMe LLC is striving to produce economic strength,

community support, and youth services. These services are invaluable to the lives the programs

will impact. The pride and joy of the owners stem from ReanimateMe LLC’s social programs

and are the truest marks of accomplishment and success for the company.

ReanimateMe’s support network is both a strength to the company and an invaluable

opportunity for growth, education, and networking. All members are formally or informally

connected to non-profit groups that are willing to assist in the planning and implementation of

ReanimateMe’s fundraising ideas. Additionally, ReanimateMe’s members each have business

professional mentors that are supporting the efforts of the group.


Finally, ReanimateMe’s greatest opportunity is continuing education and growth through

practical and professional real life experience and application. The leaders are all equally vested

in one another, the community, and the success of ReanimateMe. Together members unite in the

dream of building a corporation the community is proud to house. With vested personal and

social interests failure is not an option, however individual growth and civic service, motivates

the drive for success.

According to "Huffington Post" (2014), “Americans consume 400 million cups of coffee

per day, equivalent to 146 billion cups of coffee per year, making the United States the leading

consumer of coffee in the world” (para. 4, Interesting facts). ReanimateMe LLC is penetrating

this rapidly growing market through a new innovation in coffee culture and customer integration.

Mission statement

The company mission statement cites the corporate responsibility to community. The

corporate focus is on the future, valuing the economy, eco-system, and sustainability. With

commitments to maintaining excellence, respect, and integrity in all aspects of operations and

reflecting the highest ethical standards, the firm’s mission statement provides a clear insight into

the corporate objectives.

Vision statement

The company’s values are deeply embedded in the mission and vision statements. The

founders value community, charity, sustainability, and innovation. The mission statement is

backed by a strong vision statement that cites the belief of realizing the marvelous potential of

corporate responsibility to community. The vision statement focuses more on building a


corporation that works for its community. The vision statement quotes the founder’s devotion to

community with heavily placed emphasis on charitable actions and giving.

The key trends that are shaping the business’ strategies are everything social,

technological integration, the new customer experience, and the reinvention of existing trends.

ReanimateMe LLC’s innovation through technological advancement and integration provides

various growth and expansion opportunities.

Company Values

The corporate values are represented by the company’s guiding principles. The guiding

principles emphasis on the objectives mentioned in both the mission and vision statements.

a) Respect every person, and give to economic and social

development through corporate activities.

b) Dedicate business to providing sustainable, eco-conscious coffee.

c) Foster a corporate culture that enhances both individual creativity

and the value of teamwork.

d) Pursue growth within the community through innovative and

strategic management.

e) Work alongside local charities, seeking growth, education, and

recreation for the youth.

f) Work with business alliances to achieve stable, long-term growth

and mutual benefits, while remaining open to new partnerships.


The corporate objectives are further assimilated into the SWOTT (strengths, weakness,

opportunities, threats, and trends) analysis. Upon further review and summarization the SWOTT

analysis focuses on the core objectives cited in both the mission and vision statements.

SWOTT analysis

Strengths:

Strategy

Tourism

Sustainable coffees and teas

Corporate alliances/ mentors

ReanimateMe’s strengths lie in the innovative nature of the corporate strategy. The local

tourist market can fuel social media exposure, creating a memorable experience for tourists of all

ages. The sustainability factors offer exceptional benefit since Oregon residents proudly self-

identify as “eco-conscious” consumers. The corporate alliances and mentors provide

immeasurable benefits to the newly formed company. ReanimateMe’s strengths are all in line

with their corporate objectives of community, sustainability, and innovation.

Weakness:

Lack of Patent

Limited start-up budget

Expressly modern design and structure


1st time owners of a brick and mortar

ReanimateMe’s weakness are identified and the company is taking every pre-caution at

their disposal to identify and address any weaknesses that can threaten the stability of the

organization and its good works.

Opportunities:

Customers get a unique and innovative experience.

Growth and innovation

Unique strategy developed by experienced managers

Technological integration

Legal and ethical compliance

Higher Education – Diplomas and graduate degrees in Computing,

Management, Accounting, Marketing, Business Administration, Gaming and Animation.

Experience: Collectively the Member managed LLC has 20+ years in

business management and entrepreneurial experience.

The opportunities addressed in the SWOTT analysis fit strategically with the company’s

future forward perspective. Growth and innovation, technological integration, legal and ethical

compliance are all core objectives of the organization. The combined experience and education

of the founders will bring real-life experience and practical application to solutions and strategy.

Threats:

Lack of patent


Limited funding

Expressly modern design and structure

Every threat requires special attention and action to prevent the development into a

problem for the organization. ReanimateMe’s threats are the current lack of intellectual property

patenting and the limited start-up budget. The deliberately modern design and décor could pose

some concerns to the more “set in their ways” community members, however the founders are

banking on the younger generations to fill in the gap.

Trends:

Sustainability

“Everything Social” social integration

Innovation

Customer interaction

Technologically advanced systems and integration

ReanimateMe’s trends highlight the core vision behind the company’s objectives and the

driving motivators that helped shape the company mission, vision, and culture. Sustainability

leads the trends, which is progressive for the formation of the organization in a sustainably green

state. The social integration is present as a core trend and reflected in all of the company’s

analyses and documents.

Measurements of success

Strategic plans are crucial for small businesses as a means of survival in the increasingly

insecure global economic climate. The creation and development of a successful plan is merely


the first steps of success. To complete the plan's objectives, entrepreneurs need to commit to

designated forms of measurement to ensure the stability, realization, and direction of the outlined

strategy. ReanimateMe has developed four assurances to measure the success of the strategic

objectives and targets.

Communication

Communication is the heart of ReanimateMe, the leadership of the corporation focus on

the importance of internal communication that is productive and effective. The managing

members have a communication policy that recognizes the paramount importance of expressing

new policies, procedures, and changes to every internal member of the organization.

ReanimateMe values the input of every employee and stakeholder of the organization.

Employees must have a concrete understanding of the strategic plan and its contents, to

ensure all involved parties are able to work toward the corporate objectives and vision.

ReanimateMe believes the success of the strategic plan is in direct relation to the workers

intimate involvement with the process. For the corporation to realize its full potential,

management believes that constructive communication across all lines of the work staff,

managers, and members is the most important aspect of the business.

Employee Roles

The second measurement of success is the realistic outline of employee roles. The

success of the communication of the strategic plan's objectives, is only the start of its

management and upkeep. Management will designate a responsibility for implementing key

aspects of the document to every employee within the organization. The definition of outlined


and detailed communicated roles is essential to avoiding doubling efforts, or worse, overlooking

indispensable focus.

ReanimateMe believes that through defining roles the odds of a strategic plan's success

are greatly increased. The key to the roles success will rely on team weekly reports. In addition

to management’s observance of employee’s success in their determined roles, employees will

have strategy focus teams. The teams will consist of working groups of employees that report

directly to management on one another in a written report that is focused on the strategy of the

individual’s defined position and the team’s strategic focus.

Performance Goals

ReanimateMe recognizes the need to have clearly defined corrective measures to keep the

plan focused. This requires a system for identifying performance losses and the re-evaluation of

goals. The system must provide management with the tools to distinguish the cause of the

discrepancies between actual and planned results. In addition, if management recognizes internal

causes, ReanimateMe has defined disciplinary guidelines to provide consistency for both

management and employees.

Re-evaluation

ReanimateMe assumes the necessity for constant follow-up of the strategic plan. The key

aspect of the company's growth will stem from the member’s willingness to listen to its

employees, who will have a system of open communication witch will second as an intimate

advisory council to the members. This approach allows all the ReanimateMe’s employees to

express concerns in a positive environment. The weekly reports from employee teams will be


forwarded to members monthly after direct management review. This provides a duel check

system, where any internal concerns will have two direct lines to management.

ReanimateMe will be a leader in coffee, social networking, technological integration and

community driven charity through the forward thinking goals of its founders. With careful

planning and implementation, ReanimateMe, will pave the way for future businesses to interact

with their clientele. The motivating factors for ReanimateMe LLC are: community involvement,

sustainability, technological integration, social networking and an excellent coffee and tea

experience. This drives the organization toward a leading edge of the business world.

In conclusion, the members are dedicated to building a company that supports its

employees and fosters teamwork and community spirit. Through the dynamic animation,

leadership, and determination of the Member owners, ReanimateMe is a future franchise for the

American consumer. It is however the member owner’s determination to build a company that is

a responsible corporate citizen, willing to evolve with the market, and one that values adaptation,

which will carry ReanimateMe’s success and growth. It is possible that ReanimateMe is a future

Fortune500 corporation summarized within the pages of this literary review.


References:

Bacon, J. (2013). Marketingweek. Retrieved from http://www.marketingweek.co.uk/trends/brewing-up- plans-to-beat-the-competition/4007619.article

CoffeeTea.ru. (2013). Retrieved from http://coffeetea.ru/en/news-single/item/5458/

Huffington Post. (2014). Retrieved from http://www.huffingtonpost.com/2011/09/29/americas-coffee-

obsession_n_987885.html

Pearce, J. A. II, & Robinson, R. B. (2009). Strategic management: Formulation, implementation, and control (11th ed.). New York, NY: McGraw-Hill.

Thompson, A. A., Gamble, J. E., & Strickland, A. J. (2006). Strategy: Winning in the marketplace: Core concepts, analytical tools, cases (2nd ed.). New York, NY: McGraw-Hill.

http://www.huffingtonpost.com/2011/09/29/americas-coffee-obsession_n_987885.html

http://www.huffingtonpost.com/2011/09/29/americas-coffee-obsession_n_987885.html

http://coffeetea.ru/en/news-single/item/5458/

http://www.marketingweek.co.uk/trends/brewing-up-%20%20%20%20%20%20plans-to-beat-the-competition/4007619.article

http://www.marketingweek.co.uk/trends/brewing-up-%20%20%20%20%20%20plans-to-beat-the-competition/4007619.article

Documents

Complete Strategic Plan