Beyond the Bean

In: Business and Management

Submitted By Chantel123
Words 646
Pages 3
Beyond the Bean
- London, Ontario
- Complete the marketing plan
Background
-gourmet coffee beverages and you can rent tables to play various games
The Venture
- No similar business in the area
- 60 000 each in start -up capital
- Near Richmond Row area of London
- Revenue generation: snacks, drinks, and rental fees for the tables
- Employees will have the knowledge to help understand game rules
- No wi-fi
- Games purchased second hand
- Limited selection of alcoholic beverages (beer and wine)  needs liquor license ( cost $ 1055) o Insurance premium increase, staff training, liabilities
- 11 am to 11 pm weekdays and until midnight on weekends
- A few months later hopefully they could hire additional staff
- Maximum capacity of 50 customers
The Industry
- Unemployment in the city 8.8% higher than any other major city in Ont. Other than Windsor
- Loss of discretionary spending, but this can be an inexpensive form of recreation
- Even during the recession the growth rate of 20 % annually during the last decade in the US, similar to Canada (assumption)
- Board game popularity increased and sales increased 100% in the last 5 years
- This business is popular in Europe and Asia
Competition -Direct
- Recreational experience in the Richmond Row
- Fleetway- bowling alleys and billiards, positioning: new dimension in entertainment , DQ food drink (no alcohol) and targeted children, teenagers and adults
- Palasad North- two locations, dining room, bar/lounge, sofa seating , fireplace, billiars and bowling alleys, bar, arcade, focus on big events with large groups, positioning: eat!- Drink!- Bowl! Resturant was more popular
Competition- Indirect
-Tim Hortons- very popular and successful but a fast- food ambiance
-Starbucks: home-style ambiance, free Wi-Fi, premium coffees and pastries
-Williams Coffee Pub- offering…...

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