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The clear window displays, through which passerby will be able to see customers enjoying their beverages, and outside electric signs will be aimed to grab the attention of the customer traffic.
Products Java Culture will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high-quality ingredients and strictly following preparation guidelines.
The store layout, menu listings and marketing activities will be focused on maximising the sales of higher margin espresso drinks. Along with the espresso drinks, brewed coffee and teas, as well as some refreshment beverages, will be sold in the coffee bar.
Java Culture will also offer its clients pastries, small salads and sandwiches. For the gourmet clientele that prefers to prepare its coffee at home, Java Culture will also be selling coffee beans. The menu offerings will be supplemented by free books and magazines that customers can read inside the coffee bar.
Product Description The menu of the Java Culture coffee bar will be built around espresso-based coffee drinks such as lattes, mochas, cappuccinos, etc. Each of the espresso-based drinks will be offered with whole, skimmed, or soy milk. Proper preparation techniques are of paramount importance for such drinks. A minor deviation from the amount of coffee in the shot, the size of the coffee particles, the temperature of milk, etc.
Sales Literature Two thousand flyers will be distributed in the adjacent neighbourhood, on the University campus, at the malls and in the selected office buildings within two weeks prior to the opening of Java Culture.
Subsequently, free postcards with Java Culture endorsement will be printed to increase the company visibility among the patrons. Market Analysis Summary U. Coffee drinkers in the Pacific Northwest are among the most demanding ones. They favour well-brewed gourmet coffee drinks and demand great service. Eugene, OR, with its liberal and outgoing populace and long rainy winter, has traditionally been a great place for coffee establishments.
Market Segmentation Java Culture will focus its marketing activities on reaching the University students and faculty, people working in offices located close to the coffee bar and on sophisticated teenagers. Our market research shows that these are the customer groups that are most likely to download gourmet coffee products. Since gourmet coffee consumption is universal across different income categories and mostly depends on the level of higher education, proximity to the University of Oregon campus will provide access to the targeted customer audience.
Target Market Segment Strategy Java Culture will cater to people who want to get their daily cup of great-tasting coffee in a relaxing atmosphere. Saint Louis University. Archived from the original on September 19, Retrieved October 19, Finkle; David Deeds. Journal of Business Venturing. Retrieved November 19, Archived from the original on January 2, Retrieved December 10, Call it the downside of being up. The same passionate dispositions that drive founders heedlessly toward success can sometimes consume them.
Business owners are "vulnerable to the dark side of obsession," suggest researchers from the Swinburne University of Technology in Melbourne, Australia. They conducted interviews with founders for a study about entrepreneurial passion.
The researchers found that many subjects displayed signs of clinical obsession, including strong feelings of distress and anxiety, which have "the potential to lead to impaired functioning," they wrote in a paper published in the Entrepreneurship Research Journal in April. In his book The Hypomanic Edge: The Link Between a Little Craziness and a Lot of Success in America, Gartner argues that an often-overlooked temperament--hypomania--may be responsible for some entrepreneurs' strengths as well as their flaws.
A milder version of mania, hypomania often occurs in the relatives of manic-depressives and affects an estimated 5 percent to 10 percent of Americans. We're talking about different levels of grandiosity but the same symptoms. Gartner theorizes that there are so many hypomanics--and so many entrepreneurs--in the U. These are biologically based temperament traits. If you seed an entire continent with them, you're going to get a nation of entrepreneurs.
Failure can spark these depressive episodes, of course, but so can anything that slows a hypomanic's momentum. They go crazy; they just pace around. That's what hypomanics do. They need to be busy, active, overworking. There's a sense that they can't talk about it, that it's a weakness. Even experienced entrepreneurs have had the rug pulled out from under them. Mark Woeppel launched Pinnacle Strategies, a management consulting firm, in In , his phone stopped ringing.
Caught in the global financial crisis, his customers were suddenly more concerned with survival than with boosting their output. Sales plummeted 75 percent. Woeppel laid off his half-dozen employees. Before long, he had exhausted his assets: cars, jewelry, anything that could go. His supply of confidence was dwindling, too. Anxious and low on self-esteem, he started eating too much--and put on 50 pounds. Sometimes he sought temporary relief in an old addiction: playing the guitar.
He just hoped his company would hang on long enough to sell them. In , customers started to return. Pinnacle scored its biggest-ever contract, with an aerospace manufacturer, on the basis of a white paper Woeppel had written during the downturn.
Sales are up more than 5, percent since , earning the company a spot at No. Woeppel says he's more resilient now, tempered by tough times. And you find out that your kids still love you.
Your wife still loves you.
Your dog still loves you. On Dec.