cafe nouveau final
TRANSCRIPT
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Caf Nouveau
Gillian Bunyenyezi & Karen Lawrence
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Caf Nouveau
Mission Statement
Caf Nouveau provides its customers with a unique selection
of drinks, pastries, and entertainment a new experience they
wont get anywhere else.
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Market Opportunity
Strategic location in a bustling growing city with a population of118,475.
Few cafs in Stamford are conducive for socializing- Caf Nouveauprovides everything its competitors have minus the impersonalsetting plus regular entertainment.
Its location on Atlantic street across from Avon Theatre and manynearby residents who already will attract theatre goers and manyresidents of
Our website will highlight:
-inform viewers of upcoming performances-menu list
-local advertisers
-products and services
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Target Market
It includes:
- Students, high school and college
- Featured artists and performers
- Business Professionals- Neighborhood Residence
We will also be testing a catering service where we will provide
coffee and pastries to morning meetings in downtown
Stamford
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Competitive Positioning
Competitors:
Dunkin Donuts
Robeks Juice
Starbucks
Borders & Barnes and Nobles
Embedded Value
-in house activties ( chess, checkers, internet access)
-books and magazines (self-serve)
-open late, 11pm weeknights; midnight weekends-free weekly entertainment. A showcase for upcoming artists
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Management Team
CFO Karen Lawrence
CEO Gillian Bunyenyezi
- 5 Part-time employees (20 hrs/wk)
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Product Development
Primary focus Drinks
Source local bakers (support community)
Test new products, implement ones that are successful
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Business Strategy
Introduce a new experience in a relaxed social atmosphere
with regular entertainment
Introduce new and exciting coffees, teas and smoothies
Offer activities Board games
Books
Internet access
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Marketing & Sales
Advertising Newspapers and Marketing Cards
- Direct Mail: Postcards with free drink coupons during grand opening
On-line: Random placements of upcoming specials/events on terminals
Promotion
Coupons Sampling
Live Entertainment
Gift Certificates
Public Relations
Marketing plan contest
Press release (Zagat)
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Projected FinancialsIncome 2010 2011 2012 2013 2014 2015
Total Sales $799,200 $879,120 $967,032 $1,112,086.80 $1,278,899.80 $1,470,734.70
Total Change from Year
Prior 0% 10% 10% 15% 15% 15%
Costs
Rent & Utilities $48,000 $48,000 $48,000 $52,800 $52,800 $52,800
Labor $260,000.00 $270,000.00 $283,500.00 $311,850.00 $343,035.00 $377,338.50
Equipment Maintenace - $5,000 $5,250 $5,512.50 $5,788.13 $6,077.54Web Site - - $1,000 $1,050 $1,102.50 $1,157.63
Variable Costs $159,840 $175,824 $193,406.40 $222,417.36 $255,779.96 $294,146.94
Total Costs $467,840 $498,824 $531,156 $593,630 $658,506 $731,521
Total Change From Year
Prior 0% 6.62% 6.48% 11.76% 10.93% 11.09%
Net Income $331,360 $380,296 $435,876 $518,457 $620,394 $739,214
Total Change From Year
Prior 0% 14.77% 14.61% 18.95% 19.66% 19.15%
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Resource Requirements
$1,000
$20,000
$50,000
$10,000
$5,000
$2,000
$15,000
$103,000
$30,000$5,000
Total Startup Requirements $138,000
Startup CostsAccounting
Computers& Software
Equipment
Furnishings
Launch Advertising
Legal
Renovations
Total Startup Expenses
CashBegin ni ng I nventory
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Caf Nouveau
Site View / Wireframe
Home
Menu Coffees, Teas, Smoothies
Promotions Join Mailing List, Coupons
Events - Calendar - History
About Us Our Mission Contact Us - Address, Phone, Fax, Email, Directions/Map
http://sites.google.com/site/cafenouveau1/menuhttp://sites.google.com/site/cafenouveau1/reviewshttp://sites.google.com/site/cafenouveau1/eventshttp://sites.google.com/site/cafenouveau1/about-ushttp://sites.google.com/site/cafenouveau1/contactshttp://sites.google.com/site/cafenouveau1/contactshttp://sites.google.com/site/cafenouveau1/about-ushttp://sites.google.com/site/cafenouveau1/eventshttp://sites.google.com/site/cafenouveau1/reviewshttp://sites.google.com/site/cafenouveau1/menu -
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Page View / User Interface Design
The layout for Caf Nouveau takes a
simplistic approach with easy to use
navigation.
Home page of website will show all thenavigation bars with all categories
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Navigation Design
Continuing with simplistic approach
When clicking on a category and entering the
new page, the category will be highlighted to
let the user know which page was selected; allother categories will still be shown
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Visual Design
Clean background; color: white;
Pictures of product
Text is black
Informational; no transactions
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12.1.1 Design/Interface Testing
General aesthetics:
Choice of logo
Content placement
Color scheme
Font type and size
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Navigation & Usability Testing
12.1.2Navigation testingTo ensure easy navigation devoid of errorsTo ensure simple, easy to follow, consistent language
throughout website12.1.3
Usability testingTesting will be done on e.g. our map and coupons to make
sure customer executes it successfully.
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Business, Consumer, & Functionality Testing
12.2
Business testing
Conducted by employees
Includes:
Content checking, functionality testing and browser/Os
compatibility testing12.2.1
Consumer testing
Regular upgrading of information on our site e.g. Events,menu prices
12.2.2
Functionality testing
Ensure customers successful execution
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Website Marketing Strategy
Positioning
- Upscale cafe / lounge
- Internet / gaming
- Live entertainment
Website
- Showcase complete Menu
- Promotions page: coupons, events, newsletters, facebook
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Threats to Substitution
Many threats:
- High traffic area DT Stamford
- Adjacent to many Eateries, Bars, Restaurants
Website:Many establishments in surrounding area do not have website.
- we will showcase our Menu, provide event information,
pictures and have promotions
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Online Sales Strategy
Promotions Page
- Weekly coupons
- Newsletter with new product & coupons
Events Calendar
- Highlighting upcoming artists and performers
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Channel Management
Website:
- Printed on all:
stationary, napkins, disposable cups and container
- Computer terminals will be set to the website as the homepage
Search engine marketing:
- Will invest in near future
- Keywords: Caf; Coffee; Lounge; Live entertainment in Stamford
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Brand Management
One customer at a time
Word of mouth
Destination spot
-lounge-socializing
-gaming
Pure enjoyment
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Customer Relationship Management
Customer is main focus
Encourage customer feedback
-fax, phone, email
Management always on-site-ensure high customer service
- quality
-satisfaction
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Business, Consumer, & Functionality Testing
12.2
Business testing
Conducted by employees
Includes:
Content checking, functionality testing and browser/Os
compatibility testing12.2.1
Consumer testing
Regular upgrading of information on our site e.g. Events,menu prices
12.2.2
Functionality testing
Ensure customers successful execution
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Caf Nouveau website
http://sites.google.com/site/cafenouveau1/
http://sites.google.com/site/cafenouveau1/http://sites.google.com/site/cafenouveau1/