Dutch Bunny Cafe - Alexandra Coto Godinez

Dutch Bunny Cafe America’s first Rabbit Cafe

Created By: Alexandra Coto Godinez Presented: June 2021 Marketing II Ms. Sullivan, Everett High School

Copyright, 2021

Table of Contents Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 References - Page 12

Executive Summary

Our Mission Dutch Bunny Cafe our mission is to make the best quality drinks and pastries, but it's not just customers we focus on. We’re also creating a safe environment for rabbits. We hope that our customers will realize how great rabbits are as pets and leave with one of their own!

The Company and Management Dutch Bunny Cafe was founded by Alexandra coto Godinez in 2021. Alexandra grew up with pet rabbits, including a dutch bunny named Dolly. Combining two of her favorite things: coffee and rabbits, Alexandra opened a rabbit cafe; the first rabbit cafe in the United States.

Our Products and Services Dutch Bunny Cafe offers a variety of beverages and pastries, including: ● Coffee (iced, hot) ● Cookies (vegan) ● Pie (vegan) Our Service As the first rabbit cafe, we also offer a section in our cafe that is service oriented. You can book a reservation for a ½ hour or longer to sit, play with, or feed one of our many rabbits. Can’t get enough? We also offer adoption services!

The Market The market for pet cafes is growing in the United States.

Our Competitive Advantages We are the only cafe of our kind in the United States.

Start-up Financing Requirements We are seeking an operating line of $625,000 to finance our first-year growth.

Industry Overview The Coffee Industry According to Statista, the market size of the United States coffee shop industry reached 47.5 billion U.S. dollars in 2019, showing a growth of 3.3 percent from the previous year. However in 2020, the industry was drastically affected by the coronavirus pandemic, resulting in massive closures of coffee shops across the country to prevent the spread of the virus. This led to a 24 percent decrease in market value in that year.

Statista also states that in the United States, almost 70% of consumers drink at least two cups of coffee a day, with around half drinking it to make them feel more awake. ●

According to Petful in a 2018 study, pet cafes are becoming more popular and are making pet adoption easier.

Our Position in the Industry According to a small study in 2012 from Humane Spot, only one or two out of every hundred thousand rabbits are kept as pets in the USA. With the coffee industry booming and planning to bounce back in 2021, we want to encourage people to save rabbits from being euthanized.

We are focusing on a coffee shop that will satisfy the wants and needs of many coffee lovers, while also bringing awareness to a greater need: rabbits in need of a forever home.

The Competition There are a few cat and dog cafes across the United States, but there are no rabbit cafes. The only other rabbit cafe in existence is in Japan.

What Makes Dutch Bunny Cafe Unique We are the only rabbit cafe in the world that provides great tasting coffee and pastry, with a separate room to visit and play with our rabbits. If you fall in love (which we know you will), our rabbits are also available for adoption - with a pet carrier free of charge!

Business Description Mission Statement: ➢ Our mission is to bring awareness to rabbits as house pets. At our cafe, customers will be able to enjoy drinks and food, while bunnies visit them for enrichment.

Goals and Objectives: ➢ Our goal is to be the number one pet cafe and bring awareness to bunnies as house pets.

Business Philosophy: ➢ We believe that every rabbit deserves a loving home.

Industry: ➢ Cafe and pet industry.

Strengths and Skills: ➢ Japan is the only country with a bunny cafe. Our cafe will be the only one of its kind in the United States.

Target Market: ➢ Our target market is coffee lovers who also love animals.

Closing Summary: ➢ Our cafe is the only cafe of its kind in the United States. We strive to connect consumers with rabbits to hopefully bring awareness to the many bunnies that need loving homes.

Here, we’re essentially a pet store, specializing in bunnies, that also serves drinks and pastries.

Branding Logos:

Slogan: hoppin’ coffee Color Scheme: #E5876A Merchandise:

#FADACC

#282828

Unique Selling Proposition At Dutch Bunny Cafe we believe we give customers the best cafe experience. We are the only rabbit cafe in the United States, and one of the only pet cafes that allows customers to adopt the rabbits. Customers are encouraged to visit our cafe section where they can enjoy food and a beverage, before visiting the rabbit cafe. Food and drink is allowed in a closed-off section for customers to cuddle up and potentially adopt a rabbit looking for a home. We have many menu options to choose! From coffee, lattes, smoothies, and pastries, to food rabbits can munch on!

Market Analysis SWOT Analysis

Strengths ● ●

The only rabbit cafe in the U.S Rabbits are becoming more popular as pets, thanks to TikTok and other social media.

Weaknesses

Opportunities

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Some people don’t like coming to cafes when there's animals There could be health hazards due to animal hair/feces.

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Threats

Contacting influencers to visit and post about our rabbits.

Teaming up with animal foundations to promote our view on keeping animals safe.

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Cat Cafes Dog Cafes

Competitive Analysis

Java Cats ● ● ●

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Atlanta, GA Coffee and tea Be prepared to be overwhelmed with Cats and fresh ground coffee from Firelight Coffee Roasters!

They do very well, they require reservations.

Koneko Cat Cafe ● ●

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New York, NY They offer coffee, japanese snacks, pastries They are indirect USP: We love cats and want to create a safe, fun, and unique environment for them to hang out with people.

Very well and they require reservations

Happy Tabby Cat Cafe ● ● ● ●

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Atlanta, GA Coffee, tea and snacks Indirect Enjoy a hot or iced beverage from our selection while spending an hour i the cat lounge Very well! And they do not require reservations

Target Market

● Age ● ● ●

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○ Millennials and Pet owners!

Gender ○ Both sexes!

Marital Status ○ Doesn’t matter!

Family ○ Individuals who are pet-oriented and therefore probably don’t have children. However, these people value family in general.

Location ○ Our target customer lives in and around Cambridge MA, and it’s local Education ○ No education required Income ○ $45,000+ or minimum wage for younger people Occupation ○ People with 9-5 jobs or jobs that allow them to have a lunch or coffee break Religion ○ There is no specific religion Language ○ There is no particular language group, we welcome people with all language backgrounds Lifestyle ○ People who like coffee and playing with rabbits!

Motivation ○ My motivation is to make the best coffee and give homes to rabbits without being euthanized Hobbies ○ Photography, rescuing animals Size ○ my target market is big so that customers and rabbits will have the best times and get a home!

Marketing Goals Goal #1: Increase Social Media Following; specifically on Instagram and TikTok ● As a rabbit cafe, we want people to notice us through videos and photos.

We believe that customers will want to visit our cafe and adopt one of our rabbits if they can view the establishment. ● We’re going to begin by creating a social calendar, we will plan out what we’re posting. ● We will also focus on using specific hashtags that represent our brand.

Goal #2: Partner with Animal Rescue League of Boston to Promote Safe Environment ● As a rabbit cafe, we work hard to make the best environment for rabbits.

Partnering with Animal Rescue League Of Boston will help provide the best food, health, and living playtime space for rabbits instead of living in tiny cages. ● The Animal Rescue League Of Boston will send in the best hay, vitamin treats, bedding, and chew toys every 2 weeks so that they will get the best quality goods. They will also do free vet check ups and emergency vet visits for every rabbit who has a health problem or condition at any cost.

Goal #3: Customer Satisfaction ● At the dutch Cafe, we believe our goal is not just for rabbits, but for our customers to get the best quality of coffee and pastries and get the best customer service in our rabbit cafe. ● We’re going to focus on customer satisfaction by regularly communicating with our customers via social media and email. We will send our quarterly surveys to ask how we can improve. We will also provide a few sales promotions that result in customer rewards for multiple purchases.

Marketing Mix PRODUCT: At Dutch Bunny Cafe, we sell a variety of coffee drinks and pastries, including: ● Lattes, cold drinks, and Dairy Free drinks ● Carrot Cake, chocolate chip cookies, croissants, and fruit tarts Our Most Popular Products ● Our most popular products from our cafe are The coconut splash iced latte with a hint of natural sweet honey, and the most popular dessert is the homemade one slice carrot cake Our Service Element Because we are a rabbit cafe, we also offer required 1 hour reservations to play with these playful rabbits! These happy bunnies also need a forever home for people that want to adopt! We also offer chew toys, and food that you want to feed them!

The rabbits are vaccinated and healthy from their monthly vet visits!

PRICE: While we pride ourselves on exceptional coffee and pastry, our products are typical of a cafe. We offer coffee and pastry at an affordable price. However, it does cost $5 to reserve an hour to play with our rabbits. If you decide to adopt, there’s also an adoption fee attached that is typically $125.

PLACE: Our location is in Cambridge, Massachusetts Unfortunately this is the only physical location we have at Dutch Bunny Cafe, but can make reservations and order drinks and pastries online for pickup at TheBunnyDutchCafe.com PROMOTION: We will promote our company on our social media pages and put banners around the Kendall Square area for our grand opening.

You can also follow these pages on TikTok, instagram, and Facebook.

Brand Positioning For coffee lovers looking for a new experience, Dutch Bunny Cafe offers a variety of coffee and pastries as well as a rabbit area where consumers can play with our animals and adopt them as pets. Unlike other coffee shops, Dutch Bunny Cafe offers excellent quality coffee and pastries in an aesthetically pleasing environment for rabbits and customers alike.

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References https://www.statista.com/topics/1670/coffeehouse-chain-market/