Group Project Proposal

1. Group Project Proposal Mike Perkins Matt Chromiak Andrea Bryant Josh Larkins Tony Tran

2. The Contenders

3. Manayunk Brew Pub • Was originally a textile mill in the 1800’s • Closed its doors and 1992 and reopened in 1996 as a full retail space and restaurant. • First batch of fresh-brewed beer was tapped on October 17, 1996 • Located 4120 Main Street • Offers an outside deck and brick oven • Live music • Variety of brewed beers • Sushi Bar • Sunday Jazz Brunch/ Banquet facilities

4. Current Situation • Locally known establishment. • Staple of Manayunk night life • Website does not highlight the many things the brewery has to offer. • Competition is right next door and they are in bustling night life district.

5. Missed Opportunities • While there is no other brewery in the area MBP does not highlight the brewery experience • The website is not tailored to their establishment but resembles the competitions • They do not highlight that they have a deck • The user experience on the site is very flat.

6. Brand Challenges • Identifying itself: setting themselves apart as a premier brewery and eatery • Stronger advertisement that highlights appealing aspects • Managing to stand out from the other nightlife • Acquiring new customers and maintaining customer loyalty by using their beer as a staple.

7. Competitive Analysis MBP • Site is designed very simply • It is very similar to Mad River • Does not do more to highlight the brewery aspect. Mad River • Offers live music • Site design is simple but highlights features • Simple navigation

8. Presence Online • Does not stand out • Does not highlight amenities • No clear presence is established • To much white on the initial page. Offline • Patrons who go to the Brew Pub go because of word of mouth or a friend. • Appearance is somewhat industrial with obvious updates. • They make it point to say if you come after a certain hour it is standing room

9. Possible Fixes • A stronger user experience. • A clearer explanation of who they are and what they are about. • They site could use the space more effectively. • Focus more on the brewery aspect. • Maybe offer more of a history section on the naming of the beer and favorites. • Could create a better user experience • Possible interactive programming

10. Wrap up • Manayunk Brew Pub is unique because they are the only brewery around to sell their beer through tap. • They have an eclectic menu. • An outdoor deck • Sunday Jazz events that can attract a different crowd • Banquet facilities.

11. Pat’s King of Steaks • Founded by Pat Olivieri in 1930 • Started out as a different type of lunch meal • Famous Philadelphia known Steak sandwich • Expanded to become of the Philadelphia’s premiere sandwich shops • Tourist Attraction • Located where 9th street crosses Wharton and Passyunk Ave in Philadelphia 19147

12. Current Situation • They are a very well-known establishment throughout more than just than the Philly region • Just one store, which brings in all of their business • Competition directly across the street (Geno’s) • Information website that needs updating as well as a site Makeover. • Website Unappealing to audience

13. Miss Opportunities • Competition has flashy advertisements • Potential to bring in new customers • Retaining current customers • Lack of an inviting website for the new customers • Maximizing the small space that their establishment owns. • Having a friendly user experience on the website (http://www.patskingofsteaks.com/)

14. Brand Challenges • Keeping its reputation but change for the better • Setting itself apart from Geno’s and Tony Luke’s • Advertising better with their website

15. Competitive Analysis Pat’s Geno’s • Geno’s has better graphics • Easier to navigate • Does not have missing information

16. Competitive Analysis Pat’s Tony Luke’s • Tony Luke’s has a great overall presentation • Very easy on the eyes • Links to alternative media such as Facebook and Twitter

17. Competitive Analysis Pat’s Jim’s Steaks • Jim’s Steaks website is not much of a improvement over Pat’s • Has great location links • Site could use a makeover as well • Popular brand in the Philadelphia region

18. Presence Online Offline Boring look Strong history Many people associate steak sandwiches with Pat’s in Philadelphia Rely heavily on word of mouth • Pat’s site is confusing • Online they seem like they are trying but failed • Not heavy on graphics • Poor color choices • Bad user experience

19. Possible Fixes • The site needs to be revamped drastically • Better colors and overall design • Easier navigation • Better history section or menu section • Possible links to areas around the city • Interactive pixels‘ and links • Coupons or gaming

20. Wrap Up • Pat’s is rich in history and should showcase that on their site • They are in big competition with Geno’s which is located directly across the street • Having a user friendly site can back up the great tasting food.

21. AKA Music Philadelphia's largest independent record Large selection of new and used cd's, vinyl and dvd’s Offer all types of music, very diverse Known for friendly customer service Located on 2nd Street, one block away from the subway station

22. Current Situation Established business known throughout city and southern NJ Single, convenient location Many other well-established businesses to compete with Website is linked to myspace, very boring and full of clutter.

23. Missed Opportunities Do not advertise at all Unmotivated to attract new customers Possible need for business space expansion Website is plain and uninformative

24. Brand Challenges • Advertising is needed to expand business • Overcoming formidable competition • Competition is spread out, so will be their target audience • Website needs a complete renovation

25. AKA Music Website

26. Competitive Analysis Repo Records • Located on corner of 6th and South Street • South street is one of the city’s largest attractions • Website is regularly updated, nice and simple layout • Also has section that highlights a customer’s picks • Easy to find needed information, and overall more attractive

27. Repo Records Website

28. Online Presence AKA’s website is currently pointless User experience is mostly spam related Too plain, unappealing

29. Offline Presence The store has an interesting layout, industrial look The aisles are too narrow and become uncomfortable if it gets crowded Employees play music to keep you relaxed Navigation to the store is very simple Only record store in the area (Olde City) Word of mouth and business cards are their only sources of advertisement

30. Possible Fixes • Website needs to be completely re-done • End Association with Myspace • Attractive design and interactive activities • Create a music player for visitors to enjoy while searching the website • AKA Music should highlight their positive features on the website • Customer service, quality music, store history, etc. • Some sort of offline advertising must be utilized

31. Wrap Up Business may fall if unmotivated trends continue Must find a way to draw people away from Center City and South Street This music store has a foundation strong enough to become a larger attraction