The College of Coffee We set the t o n e for your morning!

1. The College of CoffeeWe set the tonefor your morning! Owners: Michael Hart, Luke Nielson, & ToluOduyomi

2. What do we sell? • We sell colored flavored coffees, espressos, cappuccinos, and Lattes. • Each coffee store location is set on a college campus where they sell coffee that is artificially colored in theme of the college’s school colors. • We sell colored coffee beans to take home. • When you brew the coffee beans, it turns regular coffee into fun school spirit colors. • We also sell creamer that turns your coffee colors as well. *The colored creamer and colored coffee beans are sold both in store and online. • Along with colored coffee and creamer, we sell other hot beverages including tea, hot chocolate, and steamers. • We sell school themed coffee cups and mugs, sleeves, and coffee pots online and in store.

3. How did we get started? While attending the University of Wyoming, future owners Luke & Tolu were in chemistry class working on an experiment in lab. Tolu had a cup of coffee on the table when their organic formula accidently overflowed and spilled into Tolu’s coffee. It just so happen to turn the coffee a smooth gold color that looked identical to the University of Wyoming’s school color! Luke & Tolu later showed future owner Michael what the experiment did to the coffee. Michael, a business student at UW, looked at this accident as an opportunity to create a new coffee business. After testing the formula for multiple colors and having the it pass the Food and Drug Administration health safety tests. The three students then became entrepreneurs after graduation and started The College of Coffee, which is now on campuses across the nation matching each university with their unique cup of colored coffees. The three owners later applied the formula to creamer and created the colored creamer as well.

4. Target Customers • Our customer base are college town residents. We do not want to limit our products just to college students. We want to be able to give those living in the college town itself to be able to see some of the same benefits that the students buying our product have. Much of the customers, however, will be students. These are students that can’t afford as much as those who have a steady job. Students may have part time jobs, but they also have to deal with academics and making sure that they are on top of their grades. Mostly in our shop we will have two types of students that we see. There will be the students early in the morning who are looking for something quick and on-the-go. They will want to get their coffee quickly and then be on their way to class. The other type of student that we will see are the ones that are done with their classes for the day or possibly are just trying to take a break from homework and relax on the weekends. We want to oblige to both types of these students. • The other side of our customer base will be those living in the college town itself. They will be the families and workers that have plenty of school pride. Either because they really enjoy being in a college town itself or were graduates of the university. They will be like the students in the sense that they are on-the-go in the morning, but in the afternoon or on weekends they will be looking to slow down and relax. These families will have more money than the students do and will not mind having to pay a little extra money. This would be a problem for students because as owners we understand what it’s like to be in college and have our financials not be very stable. All customers that buy our coffee will love the university. We may not go as far to say that they live and breathe college pride, but they love it enough that they enjoy having it go in to their coffee. • Our online base will be those either looking to order ahead for their coffee and want to get in and get out as fast as they can with their product or they will be the ones with a greater amount of school pride that enjoy to have their coffee in a mug that they wish to buy online. Online customers are also the types that don’t have enough time to stop by the coffee shop every day to pick up their coffee. Instead, they find it more efficient to buy the coffee beforehand and brew it themselves.

5. Marketing Mix • As a company we wish to not be on the wrong side of the digital divide. Our goal is to have a strong online presence as well as a successful storefront operation. To be successful online we have to be able to market ourselves to everyone on campus as well as households throughout the town. To market online we will use three types of ebusiness marketing. • First we will use online ads. These ads will be posted mainly on Facebook or on the school website. We chose these two places because they are the two websites that students will spend most of their time on while in college. Online advertising for households will be a little more difficult. We will use websites that are most commonly used for e-mail. • Our next form of marketing will be through personalization. On our coffee shop’s website we will allow customers to create their own user accounts. With these user accounts they will be able to purchase all of our online items that we offer. These include creamer, coffee beans, coffee ground, and mugs. There will also be a point system put in the place that allows for purchases either in store or online to be credited towards points. A certain amount of points will get you free stuff. The more points you have, the better stuff you can purchase. • Our Final form of ebusiness marketing that we will use is search engine optimization. This form of advertising will be mainly directed at households off campus or even those that are visiting the town. Households when they search words related to university or college, our name will come up as one of the top results. Then our website will direct them to the nearest location. • We won’t just stop with ebusiness advertising. We need to advertise for our storefront operation as well. Our first form of advertising our storefront operation will be by accepting money that is in student’s food accounts. At the University of Wyoming they are called dining dollars, but it exists on every campus around the nation. • Next we would use mascots as a way of promoting our store. So many universities have fun mascots to be have at football and basketball games. Students at some point always look the mascots way. We would use the mascot by giving him/her a sign that would promote either the store itself or a promotional deal that we would have going on at that time. • Finally we would use flyers around campus. Bulletin boards exist everywhere around college campuses and posting flyers would be an easy, cheap way to promote our product to students. Flyers would be placed in strategic places such as in a place around dorm buildings that people always look at or in the student union of a university.

6. Metrics Our company uses these metrics to measure the success of online portion of business. These metrics provide information about the people who visit our website such as their age, demography, what they are interested in. These information helps us determine who our market targets are. Visitor Metric: this metric helps us keep track of the numbers of people that visit our website, how long they spend there, and the products they view while visiting our website. It show how interesting and valuable people find our website content. Exposure Metric: this metric info us how people found out products. It let us know which of our advertisement is most effective, w obtain this information by asking visitors to take a brief survey, which helps us find out which products consumers are likely to purchase from us. Unique Visitor: this metric lets us know about the different and unique types of people that visit our website (daily, weekly, monthly or annually) which is an indicator of the popularity of our website.

7. Web 2.0 • Facebook Page • We have a customer fan page on Facebook that people can “like” then comment, make suggestions, or ask questions about our company. We can also post advertisements, specials, or updates about new stores or products. • AppStore • The College of Coffee has designed an Application for smartphones, iTouch, & Tablets that they can order their favorite drink and purchase it online while they are on the way to the store. By the time they get to the store their drink will be ready for pick up and it will save them time waiting in line and time they would have spent waiting for their drink prepared. Anyone can download the app for free from the AppStore • Trello.com • For our stores projects, files, invoices, ect.; we will use a web 2.0 site named trello, that allows file sharing between multiple log ins. This way we can keep track of documents and be up to date on every store on a day to day basis. This will ensure we are all on the same page.

8. Store Operation • Generating Revenue • We generate revenue through selling large volumes of coffee as our main source of income. Our other products will generate additional income as well. We will price our products competitively but will ensure our revenues well exceed our costs. • Competitive Advantage • Because our colored coffee is so unique it creates a competitive advantage over other coffee establishments in town. With our great emphasis towards quality, customer loyalty programs, and school pride; these factors also help towards creating customer loyalty so that if other coffee stores start coloring their coffee after the patent expires, our customers will stay true to us. • Store Hours • Open: • Monday – Saturday at 5 am • Sunday at 7 am • Close: • Monday – Thursday at 9 pm • Friday & Saturday at Midnight *we stay open late on weekends to accommodate young college students who enjoy staying up late. • Sunday at 5 pm • Human Resources • We make it an effort to hire college students for the majority of the positions this gives them an opportunity for part time jobs on campus. We although have full time store managers and assistant managers to run each store location who are not students to ensure quality and control. • Each employee will be required to take a Serves Safe course to ensure quality and food safety.

9. References Beautiful Coffe Art Decorate [Photograph]. (2009). Retrieved February 16, 2012, from: yellow-images.blogspot.com DFW Direct Marketing Association NewsMark (2010). 17 Key E-Business Metrics. Retrieved February 16, 2012, from hennerberg.com/T3/Artcls/internet-marketing-resource-tool.html