Eat Fresh, Eat Well, Eat Local Café Business Plan
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The document outlines a marketing plan for a new restaurant called Urban Farm Café. The café aims to provide healthy, locally-sourced meals in Woodland Hills, CA. Key points of the plan include: - Targeting health-conscious professionals and families in the area. - Offering all organic ingredients and promoting sustainability. - Locating in a busy area with ample parking and renting space for $3.25 per square foot. - Using various promotional tactics like social media, events, and partnerships to reach over 32 million impressions annually with a $40,800 budget. - Calculating the break-even point at 59,225 customers spending an average of $15 per visit to
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Eat Fresh, Eat Well, Eat Local Café Business Plan
- 2. Eat Fresh. Eat Well. Eat Local.
- 3. Agenda 1. Background Situation, Solution, Mission, Target Market, Economic Environment, Competition Landscape 2. Product Product Overview, Revenue Objectives, Differentiation Strategies, Product Tactics 3. Price Profit Objectives, Pricing Strategies, Tactics 4. Place Channel Objectives, Distribution Strategies, Channel Tactics 5. Promotion Exposure Objectives, Promotional Strategies, Tactics 6. Break-Even Point 7. Question & Answer
- 4. Background According to the most recent data released by the Centers for Disease Control and Prevention: 1 out of every 3 American adults is obese 2 out of every 3 are overweight Break-Even Intro Product Price Place Promo
- 5. Situation • Obesity is largely a result of unhealthy eating habits and a sedentary lifestyle • Americans are increasingly living faster-paced lives, working longer hours, & enjoying fewer hours of leisure time & less physical activity (U.S. Bureau of Labor) • 70% of adults say they want to eat healthier (National Restaurant Association) Promo Break-Even Intro Product Price Place
- 6. Our Solution • Tagline: “Eat Fresh. Eat Well. Eat Local.” • A fun, warm and welcoming café with simple, modern décor serving all organic, locally grown, and hormone-free ingredients • Quick & efficient service • Meals customized to order • Located in the heart of Woodland Hills, Ca • Socially responsible & LEED (Leadership in Energy and Environmental Design) certified Promo Break-Even Intro Product Price Place
- 7. Mission 1. To be a reliable go-to spot in the community for the healthiest food options 2. To increase awareness about Urban Farm Café brand and attract loyal customers 3. Ultimately establish more locations throughout the nation Promo Break-Even Intro Product Price Place
- 8. Target Market • Woodland Hills & surrounding areas • Ages 24 – 55 • Middle class & upper middle class professionals (white & green collar), students, health conscious individuals • Characteristics: self sufficient, health & environmentally conscious, positive, socially responsible, willing to pay a premium to meet health goals Promo Break-Even Intro Product Price Place
- 9. Target Market Median Household Income (U.S. Census Bureau): $72,568 (vs. $55,452 Los Angeles County Median) Promo Break-Even Intro Product Price Place
- 10. Economic Environment • Currently in Economic Recovery (2009) • Consumer spending on goods & services projected to increase gradually 2010- 2011 • Restaurant industry projected 2.5% growth ($580 billion) in 2010 • Urban Farm Café scheduled to open in January 2011 right when consumer spending is expected to increase Promo Break-Even Intro Product Price Place
- 11. Competition Landscape: Direct Promo Break-Even Intro Product Price Place
- 12. Indirect Competition Promo Break-Even Intro Product Price Place
- 13. Product: Urban Farm Café Promo Break-Even Intro Product Price Place
- 14. Product Revenue Objective: $960,000 first year (2011) Strategies: • Position restaurant as casual healthy restaurant, encouraging frequent patronage • Heavy promotion to develop brand and establish reputation in town • Offer customers a fun environment and alternative to nearby chain restaurants Promo Break-Even Intro Product Price Place
- 15. Product Tactics: • Offer all organic, locally-grown, hormone-free ingredients • Involvement in local community • Original menu with affordable prices • Simple, modern, welcoming atmosphere • Excellent customer service • Guarantee origin of restaurant ingredients Promo Break-Even Intro Product Price Place
- 16. Café Description • Cozy & comfortable • Simple, yet stylish • Color scheme: shades of green, orange, white • “natural,” “organic,” “environmentally friendly” Promo Break-Even Intro Product Price Place
- 17. Menu (Regular & Seasonal) • All organic salads • Fresh homemade soups • Gourmet sandwiches • Deli sides • Fruit desserts • Artisan breads • Homemade jams & spreads • Beverages: mineral water, fresh-squeezed juices, organic teas, free- trade coffees Promo Break-Even Intro Product Price Place
- 18. Price Profit 15% Gross Profit Margin Objective Value-Based Pricing Market Skimming Pricing Strategy Strategy Promo Break-Even Intro Product Price Place
- 19. Restaurant Overall Cost Breakdown •Food 25% •Total labor 20% •Management 10% •Rent 10% •Supplies 8% •Maintenance 5% •Marketing 5% •Insurance/Legal 5% •Waste management/pest control 2% •Utilities 6% Promo Break-Even Intro Product Price Place
- 20. Pricing Tactics Catering and Business Accounts •Events Payment Options •Cash, Credit, Debit •Business Lunches •Pre-paid Meal Cards •Free delivery over $100 and within 5 mile radius •Payment in Café or Online Product Bundles •Bundled picnic lunches in Discounts spring/summer •Quantity Discount •Meal deals •End of the Day Discount Promo Break-Even Intro Product Price Place
- 21. Place: Physical Location Location Objective – Location that meets the following: high human traffic during day, visible to passer-by, accessible, adequate parking, zoned for business, meets size & layout requirement, reasonable lease term, minimal renovations Promo Break-Even Intro Product Price Place
- 22. Description of Site • Total Space Available: 2,282 SF • Rental Rate: $3.25 /SF/Month • Abundant parking available free with validation. • Adjacent outdoor patio space available. • Other tenants include: Daphne’s Greek Café, The Coffee Bean & Tea Leaf, Baja Fresh and The Stand. Promo Break-Even Intro Product Price Place
- 23. Distribution Channel Objectives • Channel Objective: To double the number of intermediaries between café and consumers • Strategies: 1) Develop partnerships with local businesses and educational institutions to increase word of mouth 2) Customer Loyalty Program to reward customers as brand evangelists 3) Leverage relationships with suppliers to use suppliers as café representatives Promo Break-Even Intro Product Price Place
- 24. Channel Tactics Customer Loyalty Partnerships Program (Points) Suppliers Yoga Studios Customer Community Reviews Supported Gyms Market Research Agriculture Surveys (CSA) Spas Blog Contributions Cost Effective & Hotels Environmentally Social Media Friendly Schools Mentions Distribution Promo Break-Even Intro Product Price Place
- 25. Promotion • Exposure Objectives = 32 million (per year) • Promotional Strategies: Introduce Urban Farm Café to target market & increase awareness of brand Create brand equity Build community around Urban Farm Café culture Promo Break-Even Intro Product Price Place
- 26. Promotion Budget = $40,800 Stage in Product Life Cycle: Introduction (of new restaurant to geographical location) and Growth (of a "healthy casual dining" restaurant in this particular geographical location). Promo Break-Even Intro Product Price Place
- 27. Promotional Activity Schedule Allocate larger percentage of advertising budget towards end of the year (right before the new year), and January - August, when people are more likely to resolve eating healthier in the new year and leading up to summer. Promo Break-Even Intro Product Price Place
- 28. Promotional Tactics Website (120K Impressions) Mobile Website Promo Break-Even Intro Product Price Place
- 29. Newspapers Advertising Sunday Edition (1.25M Impressions) Direct Mail w/coupons (280K Impressions) Online Advertising (CPM) = 24M Impressions Promo Break-Even Intro Product Price Place
- 30. Social Media Marketing 1.8 Million Impressions Café Blog + Bloggers Promo Break-Even Intro Product Price Place
- 31. Event Marketing (122K Impressions) Farmers’ Markets Cooking Demonstrations Food Tasting Events Promo Break-Even Intro Product Price Place
- 32. Public Relations L.A. Times Wine & Food “Urban Farm Cafe: Bringing Local Farms to the L.A. Suburbs “ 3.75M Impressions Promo Break-Even Intro Product Price Place
- 33. Partnerships Local Businesses 2.5M Impressions Hotels Gyms & Fitness Centers Yoga & Exercise Studios Spas Customer Loyalty Program Promo Break-Even Intro Product Price Place
- 34. Impression Calculation Promo Break-Even Intro Product Price Place
- 35. Break-Even Point B.E.P = fixed costs selling price - variable costs Fixed Costs = $291,384.00 Selling Price = $15.00 Average Variable Costs per Unit = $10.88 Break-Event Point = 59,225 Units Promo Break-Even Intro Product Price Place
- 36. Urban Farm Café Marketing Plan Submitted By: Grace Cheung Flora Michalet Lindsey Poss Nisarut Thirasuntrakul Angeline Wijaya
- 37. Q&A