Load & Go Coffee Shop

1. Load & Go Coffee Shop Andre Brown

2. HOW TO CONSIDER YOUR SEGMENT MARKET • The best way to go out of business is to attempt to be all things to all people. Not everyone can or will be your customer, but there should still be enough market for you to survive in. • I will identify which consumers will best fit my business by using Demographic Segmentation.  • Demographic Segmentation is dividing consumers into groups based on selected demographics, so that different groups can be treated differently.

3. Demographic Segmentation

4. Adults • ·         Primary target market is men and women aged 25 to 40. • ·         Load & Go Coffee Shop appeal to this consumer age group through hip, contemporary design • ·         Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. 

5. Young Adults • ·         Young adults, aged 18 to 24 • ·         Load & Go Coffee Shop can be a place where college students can hang out, study, write term papers and meet people. • Kids and Teens • ·         Customers age 13 to 17 • ·         Most items for kids will be purchased by the parents. • ·         Like Starbucks’ baristas or “babyccinos,” Load & Go can produce something similar to the sugary, whipped cream topped coffee drinks that are so popular with teenagers

6. What Market Segment Are You Going To Target? • ·         Local Marketing- Tailoring brands and promotions to the needs and wants of local customer groups- Cities, neighborhoods, & even specific stores

7. Differentiation and Positioning

8. Many ask how I’m going to differentiate my Load & Go Coffee Shop from the competition. I plan to follow 4 normal but different steps: • 1. Choose Core Values and do them better than anybody that are there to do it. • 2: I will Innovateand keep moving onto what’s next and continuously planning better. • 3. Unlike other competitors I will be the one to last because of my Patience. • 4. Coffee will be bought at a Manageable Price.

9. Competitive positioning

10. Competitive Positioning • It is about defining how you’ll “differentiate” your offering and create value for your market. • I will do what normal competitors do and make this business about carving out a spot in the competitive landscape and being known for a certain “something” that my business has.

11. Why Will Load & Go be so successful? • Load & Go Coffee Shop will be successful because of its fast but peaceful environment. Not only will customers get their product fast & pay manageable money, they will be able to peacefully enjoy their coffee when they are in the establishment by meeting new people, and enjoying the soft/jazzy music that will be played within the shop.

12. STORE lOCATION • Load & Go’s first coffee shop will be located on Palisades Avenue, Englewood, NJ. • The Demographics of this location fits my target market because it is local and everyone can easily get to the shop regardless of transportation. • RENT: $3,300/Month • BUILDING SIZE: 4,000SF • PROPERTY SUB-TYPE: Street Retail • Mixed use retail building. Space located on 1st floor. Box style retail space, excellent & renovated condition, no basement, back door to municipal parking lot. Glass show windows front (top to bottom) all brick structure. • Business district, highly concentrated retail heavy foot traffic (great for heavy business). • Two Additional Locations for future shops would be Times Square in NY & Edgewater, NJ

13. Equipment and supplies

14. To start my business there is a few things that I will need at my coffee shop • Coffee Machines • Cups (Small, Medium, Large) • Rags/Mops • Milk (2%, Fat free, 1%) • Bags • Espresso Machine • Coffee Pots • Gloves • Aprons • & many more that need to be placed within Load & Go Coffee Shop.

15. Where to get financing • Venture Capital • Venture capital is a type of equity financing that addresses the funding needs of entrepreneurial companies that for reasons of size, assets, and stage of development cannot seek capital from more traditional sources, such as public markets and banks. Venture capital investments are generally made as cash in exchange for shares and an active role in the invested company. • Venture capital differs from traditional financing sources in that venture capital typically: • Focuses on young, high-growth companies • Invests equity capital, rather than debt • Takes higher risks in exchange for potential higher returns • Has a longer investment horizon than traditional financing

16. MENU & PRICING • CoffeeRegular and Decaf $1.30 $1.40 $1.50Caffé LatteEspresso & steamed milk $2.30 $2.75 $3.00White Chocolate Mocha $3.00 $3.50 $4.00 Caffé MochaEspresso, cocoa, steamed milk & whipped cream $2.75 $3.20 $4.00Cappuccino Espresso, steamed & foamed milk $2.55 $3.10 $3.40 Caramel Macchiato Foamed milk marked with espresso, vanilla & real caramel • $2.80 $3.40 $3.65 

17. MENU & PRICING • Iced Caffé Latte $2.55 $3.10 $3.50  • Iced Caffé Mocha $2.50 $3.20 $3.75 • Gourmet Muffins Chocolate Chip, Blueberry, and Banana Nut $2.50  • CookieLarge, mouth-watering cookiesFlavor selection varies $1.25 

18. design • INSIDE • OUTSIDE • FURNITURE

19. Advertising and promotion • I will not only use a Billboard for promotion, but on opening day I will have a live band play outside the shop to attract customers to listen and enjoy some java. • PROMOTION COST: For a local jazz and acoustic groups, I could be expected to pay $500-$1000.