References

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!

Strengths

● The only rabbit cafe in the U.S ● Rabbits are becoming more popular as pets, thanks to

TikTok and other social media.

Market Analysis

SWOT Analysis

Weaknesses Opportunities

● Some people don’t like coming to cafes when there's animals ● There could be health hazards due to animal hair/feces. ● Contacting influencers to visit and post about our rabbits. ● Teaming up with animal foundations to promote our view on keeping animals safe.

Threats

● Cat Cafes ● Dog Cafes

Java Cats

● 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. ● 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 ● 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

Competitive Analysis

Koneko Cat Cafe Happy Tabby Cat Cafe

Target Market

● Age

○ 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.

PRODUCT: Marketing Mix

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/