● References

SWOT Analysis

Strengths

★ The only one of it’s kind in the US. ★ Calming and peaceful atmosphere. ★ Hours of content for customers to come back to.

Opportunities

★ New mangas coming out. ★ Rising popularity of anime and manga culture. ★ Partnerships with other anime companies: Cruchyroll/Funimation.

Weaknesses

★ People do not know what our café is, being a new type of café. ★ Active 24hrs will tire out employees. ★ Books and computers could be destroyed.

Threats

★ Pirating ★ Starbucks ★ Barnes and Noble

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Target Market

● Age

○ We are mainly targeting people from ages 13-36. That is around the average age of anime fans.

● Gender

○ Anime and manga are for people of any gender.

● Marital Status

○ It doesn’t matter if you’re married or single.

● Family

○ Family structure doesn’t matter.

● Location

○ We are established in Boston Massachusetts. However, if we become a success, we can expand across the United States and maybe even other countries.

● Education

○ The only education you would really need is the ability to read or how to use a computer.

● Income

○ Above $30k a year or it doesn’t matter if you’re underaged.

● Occupation

○ Doesn’t apply

● Religion

○ Doesn’t apply, unless you’re religious and are against anime.

● Language

○ Our manga library will be in English, but you can still use the computer.

● Lifestyle

○ They might live a busy life or they have a lot of freetime.

● Motivation

○ They want time off for themselves or a peaceful space to study/work.

● Hobbies

○ They are fans of anime and manga. We are called Manga Lounge for a reason.

● Size

○ This is a large market that has somehow been untapped to its full potential. Mostly in part that anime was seen to be uncool back then, but now it’s rising in popularity.

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Marketing Goals

Goal #1: Build Brand Awareness

★ Since manga cafés are a new concept in the United States, we need to make it clear what our purpose is and what our services are. ★ To do this we’ll need to build up a social media presence as well as other forms of digital advertisements.

Goal #2: Increase Social Media Following

★ Social media is the easiest way to spread word of our existence. A majority of our target audience also spend a lot of time on social media. ★ Our demographic mainly spend their time on Twitter, Instagram, Reddit, and Tik Tok.

Goal #3: Focus on Customer Satisfaction

★ We need to be able to help customers so they can understand how our service works and give them a smoother experience. ★ Showing them a list of our library, coupons to spend an hour without pay, and giving free complimentary drinks and snacks should improve their experience.

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Marketing Mix

Product:

Manga Lounge’s focus isn’t only on the food. Its main focus is the experience of a relaxing and calming atmosphere for people to enjoy their hobbies. Reading an expansive library with a variety of manga, using a computer to browse the internet, or offering a quiet place to do work or study. All of that while maybe having a treat by your side, if you desire. That’s what we’re selling.

Our top picks from our menu: ★ Boba Tea ★ Parfait ★ Cheesecake ★ Pocky (Free!) We also offer small free snacks like Dum Dums or mints at the front desk! Soft drinks and water, with refills, will also be free!

We also have two different rooms: ★ An open space with comfortable sofas to sit on and coffee tables. You can chat with others and make new friends. ★ A private room that comes with a computer and a pair of headphones if you don’t want to be disturbed.

Price:

At Manga Lounge, we charge you based on the amount of time you spend here since you have full access to our library of manga, free snacks, and other benefits. So the longer you spend here, the more you have to pay. There will also be prices for our menu, but they will be affordable to most.

Having a large amount of manga and computers, there will need to be repercussions should a customer damage one. They will have to pay a fee for breaking said item and prices will vary.

Place:

Our café can be found in downtown Boston. Other establishments have also been planned to be built in other states such as California or New York.

Promotion:

We will be launching large campaigns to bring up interest. Social media, targeted advertisements, and hand out flyers will spread word of us. A website will also need to be maintained so we can provide even more information: our purpose, what makes us different, FAQs, prices, list of manga in our library, ect.

Value Proposition Statement:

Manga Lounge is the first ever manga café in the United States. We offer customers various ways to spend their time with us such as reading, browsing the computer, working/studying, and treats.

References:

★ https://www.japan-guide.com/e/e2025 _ manga _ kissa. ★ https://brandongaille.com/16-coffee-consumption-and-industry-sales-statistics ★ https://datacommons.org/place/geoId/25?utm _ medium=explore&mprop=income&popt=P erson&cpv=age%2CYears15Onwards&hl=en