Ethereal Brew - Philip Fonseca and Krystal Ho

Ethereal a student-oriented cafe

Created by: Krystal Ho and Philip Fonseca Presented: June 2021 Marketing I Ms. Sullivan, Everett Highschool

Copyright, 2021

Table of Contents

Cover Page Table of Contents

Page 1

Industry Overview

Page 2

Business Description

Page 3

Branding

Page 4

SWOT Analysis

Page 5

Marketing Goals

Page 6

Marketing Mix

Page 7

References

Page 8

Industry Overview The Coffee Industry The total economic impact of the coffee industry in the United States in 2015 was $225.2 billion Consumers spent $74.2 billion on coffee in 2015 The coffee industry is responsible for 1,694,710 jobs in the US economy The coffee industry generates nearly $28 billion in taxes (including ancillary goods) Our Position in the Industry When creating the Business Model, since the majority of them are students we wanted our customers to have a safe space to do work, hang out with friends or even study.

According to healthline.com the benefits of Caffeine are..

1. Can improve energy efficiency 2. Prevents/Protects you from Alzeimers and Dementia 3. Improve Physical Performance 4. Contains Essential Nutrients (such as Vitamin B) 5. Lowers Risks of Type-2 Diabetes At Ethereal Brew we strive to build and maintain a productive, lively and aesthetic atmosphere for our customers to get whatever needs to get done, done.

The Competition Our Direct Competitors are Bluestone Lane Harvard Square Cafe and Peet’s Coffee and Tea, while these are our direct competitors, none of them offer a membership, or loyalty program for their customers.

What Makes us Unique As of right now, we are the only coffee shop in the area that offers a loyalty program, which includes: luxury lounging, Ethereal coffee grounds imported from Columbia, delivered to your house / dorm ( we dont judge ) every month, and access to printers.

Business Description Mission Statement : Ethereal brew was created to serve as a safe space for students and young adults to relax, be productive or even be social.

Our guiding principles are, keep it simple and practical, maintaining a safe environment, treating our customers with respect and genuine love.

Goals and Objectives : Our Short Term Goals consist of..

- Creating a name and a face for our company - Turning our the new customers into REGULARS - Gain/Earn the trust of our consumers Our Long-Term Goals consist of..

- Maintain a high standard of food quality and service - Ensuring a ‘Safe Space” for our customers - Expanding our locations Business Philosophy To provide our customers the world's best freshly roasted coffees with excellent service at a price that is fair to the producers and our customers.

Industry Our industry specializes in a wide range of diversity, kindness, and a protected atmosphere.

Strengths and Skills Ethereal Brew’s Strengths : - Dependable and Punctual - High Quality Product and Service - We prioritize our customers Ethereal Brew’s Skills : - Fast and efficient preparation - Clean and well organized work space - A staff member for your every need Target Market Ethereal Brew’s Target Market is open and welcome to all but our main Target Market are Students and Young Adults. We plan on approaching our target market via flyers, social media and the power of; “word on the street”.

Closing Summary Hey, we’re Ethereal Brew, our main goal is to build and maintain a safe and cozy atmosphere for our clientele. Here, we have a wide range of different products from pastries, to specialty coffees, and deserts.

Check out our “pick one leave one” library, and tech room, also get some work done or binge that addictive show you can't stop watching with access to our free wifi, and consider becoming an “EB Angel” by joining Ethereal Brew’s Loyalty Membership!

Branding Logo

Slogan Coffee with Character #GenZ Color Scheme

Merchandise Examples

SWOT Analysis Strengths -

Not your ordinary coffee shop

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Great Service

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Quality over Quantity

Weaknesses -

Not being open too early or too late for other consumers

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Running out of ingredients/products due to high demand

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Not enough bathrooms for all our customers

Opportunities -

Social Media Platforms

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Trends up to date

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Great location

Threats -

Competitors around our location

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When consumers start to brew their own coffee

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Social Distancing due to Covid-19 Outbreak

Target Market * “all/any” really just means we don’t discriminate against any of these factors, nothing is off the table * Age - Aiming towards (Ages 18-22) but Ethereal is open to/for all Gender - All Genders Marital Status - ALL/ANY Family -ALL/ ANY Location - Harvard Square Education - Aiming Towards Secondary Education but open to any/all Income - ALL/ANY Occupation - ALL/ANY Religion - ALL/ANY Language Lifestyle - ALL/ANY Motivation - ALL/ANY Hobbies - ALL/ANY Size - 138,000 undergraduate and graduate students enrolled in Boston-area colleges and universities

Marketing Goals Expand our Locations We plan on expanding to other college areas and campuses to increase our yearly revenue. We think that by strategically placing our cafes/coffee shops in college areas we will gain more attention and traffic from young adults and students.

Increase social media fanbase Our coffee shop is aimed towards students and young adults and lets be real most of us spend a good part of our days if not most of it on our devices. We plan on working with different influencers from various platforms to help build our fanbase on our socials Build our name Since we are a new business we don't quite have a reputation and “name”, we plan on starting new campaigns and as we said in our previous goal work with influencers to build a name for ourselves/ our brand.

Marketing Mix Product : Our signature products are our merch and coffee grounds. Our coffee grounds are profitable because our consumers buy it in bulk. As for the merch, it is trendy and reusable.

Price : We set prices in a way that gives our consumers an affordable experience and gives us profit. Yes, our products cover the cost we spend on making and receiving the products/ ingredients. No we haven't considered bundling products yet but it isn't a far fetched idea.

Promotion : To promote our products and our cafe we use social media platforms such as Tik Tok, Instagram, Pinterest, and Twitter, we set up flyers around the Greater Boston/Cambridge area, and we use Celebrity Endorsement and have a Brand Ambassadorship with Singer/Songwriter/Actress, Olivia Rodrigo.

Place : Yes!!! Our cafe is going to be designed to have the food / deserts display windows along the wall when you walk in and have the register further down. This tactic sets up the customer to have to walk past our products which leads them to see more food that they could potentially buy. Yes!!! We recently partnered with DoorDash and UberEats to provide food delivery services for those lazy days in bed. And our cafe is designed for Dine-In, Pickup, and Delivery.

References/Sighted Sources 1. https://www.healthline.com 2. https://www.pinterest.com 3. https://cafesdesign.com