Marketing Plan

Cyber Java

Internet CafÐ"©

Marketing Plan

Executive Summary:

The goal of this marketing plan is to thoroughly explain my service, my target market, competitor and company analysis, a through description of PLACE objectives, description of price objectives, and description of promotion objectives for Cyber Java.

Cyber Java is a combination of a coffee cafÐ"© setting with the use of Internet both wireless, and set computers in the store. This type of cafÐ"© is not currently available anywhere near my choice of opening location. It will help meet the wants by providing a method of accessing the Internet and tapping into the ever-growing method of communicating and masses of information. It will also provide a place to gather and talk with friends over a cup of coffee.

Through marketing, it will help bring brand awareness and availability of a new type of restaurant. Through using television, mailing flyers, and radio, it hopes to draw more attention to the store opening. A great effort will go into creating loyal customers along with a great friendly staff and customer satisfaction.

The markets that we hope to target are local college and high school students, seniors from local areas, and business people who are on the go.

Situation Analysis:

With no other cafÐ"© in the area that provides what we do, we are sure that it will catch on quickly, and continue to grow. With having the high speed internet, muffins, bagels, pastries, and assorted coffee drinks, it will help bring in people who are looking for just that. The Internet will help bring awareness of what is out there. It gives those people who are intimidated of it a chance to play around a bit.

Market Summary:

Our company will be the first of their kind in our area. This gives great growth opportunities and possibly even franchising. The coffee house feel is very popular already, and then adding the internet, which has rapidly been growing in popularity, it is a winning concept.

The main target markets are local college and high school students, seniors from local areas, and business people. This is a huge collection of people that we have the possibility of gaining their attention of, and we can offer a much needed service.

Target Market Growth:

• There are currently approximately 1000 high school students in the surrounding area, along with a growing 2000 college students. More and more of the larger universities are bring branches to our area to just help with the growing trend.

• Within the area, there are 3 major businesses; Whirlpool, AEP, and Lakeland Health Care. Each of these offer great potential for on the go workers, or out of town travelers that need a place to catch up on email, and grab a bite to eat.

• Seniors are a growing user of the internet. Just in 1999 alone, the number of internet users grew from 6.8% in 1997 to 21.3% (Realizing the Potential of e-commerce for Public programs, 2000). Many of these people don’t want to hassle with having a computer of their own, but could find a cyber cafÐ"© a great spot to hang out, have a snack and some coffee, and use the internet.

With our pricing being competitively priced, people of all incomes can enjoy what we have to offer. By providing computers in the cafÐ"©, it will bring in more people that can’t normally afford a computer.

Understanding that we will have a wide variety of people that will have a variety of knowledge on how to use the internet and the computers, we will offer classes that can help teach those that wish to learn more about what the internet has to offer. These will be held bi-monthly at no additional cost.

The trends of coffee drinkers are continuing to grow. A study done in 1999 showed that there were 108,000,000 coffee drinkers in the United States. The spending power of these numbers was 8.7 billion dollars. Each drinker per year can spend $164.71. It also showed that 18.12% of the coffee drinkers drank a gourmet coffee beverage daily (coffeeresearch.org Market). This shows a trend that is assured to help us in the market place.

Internet trends are continuing to grow. December of 2005, 1,018 million people were users of the internet (Internet growth statistics). This is just the start of the long-lived trend that will continue to grow world wide. One day it might be as common as having a phone in the home. We will be the first in the area to offer such a service, and will have 100% of the market share at first. By having the first of the kind, we will be able to gain customer loyalty much easier.

By providing a one spot location for conversation and internet, it can take away some of the loneliness that internet can have. Though the internet can create great opportunities to stay connected, there is still a sense of loneliness that comes with it. Not having that one on one interaction can be a cause of this. By offering a single location where people can meet and chat about websites that someone saw, or some new game on a site, it can help create less of that feeling, and more of a feeling of connection. Not only with the internet, but with other people that share the interest.

Cyber Java will provide:

• A meeting place for business people

• A stopping place for students to share a drink and interest

• A place for seniors to gather and learn what the internet has to offer together

• A stopping point for travelers that might need the internet.

SWOT Analysis:

A SWOT analysis can help provide the strengths and weaknesses that Cyber Java will have to consider. It also helps us analyze the opportunities that Cyber Java can have and possible threats.

Strengths:

• A knowledgeable and friendly staff

• State-of-the art computer hardware

• Clear vision of market need

• No near competitors

Weaknesses:

• Dependency