Café Nouveau: Gillian Bunyenyezi & Karen Lawrence

Caf Nouveau
Gillian Bunyenyezi & Karen Lawrence
Mission Statement
Caf Nouveau provides its customers with a unique selection of drinks, pastries, and entertainment a new experience they wont get anywhere else.
Caf Nouveau
Market Opportunity
Strategic location in a bustling growing city with a population of 118,475. Few cafs in Stamford are conducive for socializing- Caf Nouveau provides everything its competitors have minus the impersonal setting plus regular entertainment. Its location on Atlantic street across from Avon Theatre and many nearby residents who already will attract theatre goers and many residents of Our website will highlight: -inform viewers of upcoming performances -menu list -local advertisers -products and services
Caf Nouveau
Target Market
It includes:
- Students, high school and college - Featured artists and performers - Business Professionals - Neighborhood Residence We will also be testing a catering service where we will provide coffee and pastries to morning meetings in downtown Stamford
Caf Nouveau
Competitive Positioning
Competitors:
Dunkin Donuts Robeks Juice Starbucks Borders & Barnes and Nobles
Embedded Value -in house activties ( chess, checkers, internet access) -books and magazines (self-serve) -open late, 11pm weeknights; midnight weekends -free weekly entertainment. A showcase for upcoming artists
Caf Nouveau
Management Team
CFO Karen Lawrence CEO Gillian Bunyenyezi - 5 Part-time employees (20 hrs/wk)
Caf Nouveau
Product Development
Primary focus Drinks Source local bakers (support community) Test new products, implement ones that are successful
Caf Nouveau
Business Strategy
Introduce a new experience in a relaxed social atmosphere with regular entertainment Introduce new and exciting coffees, teas and smoothies Offer activities
Board games Books Internet access
Caf Nouveau
Marketing & Sales

Advertising
Newspapers and Marketing Cards - Direct Mail: Postcards with free drink coupons during grand opening On-line: Random placements of upcoming specials/events on terminals
Promotion
Coupons Sampling Live Entertainment Gift Certificates
Public Relations
Marketing plan contest Press release (Zagat)
Caf Nouveau
Projected Financials
Income Total Sales Total Change from Year Prior Costs Rent & Utilities Labor Equipment Maintenace Web Site Variable Costs Total Costs Total Change From Year Prior $159,840 $467,840 0% 2010 $799,200 2011 $879,120 2012 2013 $967,032 $1,112,086.80 2014 $1,278,899.80 2015 $1,470,734.70 0% 10% 10% 15% 15% 15%
$48,000 $260,000.00
$48,000 $270,000.00 $5,000 $175,824 $498,824 6.62%
$48,000 $283,500.00 $5,250 $1,000 $193,406.40 $531,156 6.48%
$52,800 $311,850.00 $5,512.50 $1,050 $222,417.36 $593,630 11.76%
$52,800 $343,035.00 $5,788.13 $1,102.50 $255,779.96 $658,506 10.93%
$52,800 $377,338.50 $6,077.54 $1,157.63 $294,146.94 $731,521 11.09%
Net Income Total Change From Year Prior
$331,360 0%
$380,296 14.77%
$435,876 14.61%
$518,457 18.95%
$620,394 19.66%
$739,214 19.15%
Caf Nouveau
Resource Requirements
Startup Costs Accounti ng Computers & Softwa re Equi pment Furni s hi ngs La unch Adverti s i ng Lega l Renova ti ons Total Startup Expenses Ca s h Begi nni ng Inventory Total Startup Requirements $1,000 $20,000 $50,000 $10,000 $5,000 $2,000 $15,000 $103,000 $30,000 $5,000 $138,000
Caf Nouveau
Site View / Wireframe

Home Menu Coffees, Teas, Smoothies Promotions Join Mailing List, Coupons Events - Calendar - History About Us Our Mission Contact Us - Address, Phone, Fax, Email, Directions/Map
Caf Nouveau
Page View / User Interface Design

The layout for Caf Nouveau takes a simplistic approach with easy to use navigation. Home page of website will show all the navigation bars with all categories
Caf Nouveau
Navigation Design
Continuing with simplistic approach When clicking on a category and entering the new page, the category will be highlighted to let the user know which page was selected; all other categories will still be shown
Caf Nouveau
Visual Design
Clean background; color: white; Pictures of product Text is black Informational; no transactions
Caf Nouveau
12.1.1
Design/Interface Testing
General aesthetics:
Choice of logo Content placement Color scheme Font type and size
Caf Nouveau
Navigation & Usability Testing

12.1.2
Navigation testing To ensure easy navigation devoid of errors To ensure simple, easy to follow, consistent language throughout website
12.1.3
Usability testing Testing will be done on e.g. our map and coupons to make sure customer executes it successfully.
Caf Nouveau
Business, Consumer, & Functionality Testing

12.2 Business testing Conducted by employees Includes: Content checking, functionality testing and browser/Os compatibility testing 12.2.1 Consumer testing Regular upgrading of information on our site e.g. Events, menu prices 12.2.2 Functionality testing Ensure customers successful execution
Caf Nouveau
Website Marketing Strategy

Positioning - Upscale cafe / lounge - Internet / gaming - Live entertainment Website - Showcase complete Menu - Promotions page: coupons, events, newsletters, facebook
Caf Nouveau
Threats to Substitution
Many threats: - High traffic area DT Stamford - Adjacent to many Eateries, Bars, Restaurants Website: Many establishments in surrounding area do not have website. - we will showcase our Menu, provide event information, pictures and have promotions
Caf Nouveau
Online Sales Strategy

Promotions Page - Weekly coupons - Newsletter with new product & coupons Events Calendar - Highlighting upcoming artists and performers
Caf Nouveau
Channel Management
Website: - Printed on all: stationary, napkins, disposable cups and container - Computer terminals will be set to the website as the homepage Search engine marketing: - Will invest in near future - Keywords: Caf; Coffee; Lounge; Live entertainment in Stamford
Caf Nouveau
Brand Management
One customer at a time Word of mouth Destination spot -lounge -socializing -gaming Pure enjoyment
Caf Nouveau
Customer Relationship Management

Customer is main focus Encourage customer feedback -fax, phone, email Management always on-site -ensure high customer service - quality -satisfaction
Caf Nouveau
Business, Consumer, & Functionality Testing

12.2 Business testing Conducted by employees Includes: Content checking, functionality testing and browser/Os compatibility testing 12.2.1 Consumer testing Regular upgrading of information on our site e.g. Events, menu prices 12.2.2 Functionality testing Ensure customers successful execution
Caf Nouveau
Caf Nouveau website

http://sites.google.com/site/cafenouveau1/
Caf Nouveau

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Caf Nouveau

Gillian Bunyenyezi & Karen Lawrence

Marketing & Sales

$48,000 $270,000.00 $5,000 $175,824 $498,824 6.62%

$48,000 $283,500.00 $5,250 $1,000 $193,406.40 $531,156 6.48%

$52,800 $311,850.00 $5,512.50 $1,050 $222,417.36 $593,630 11.76%

$52,800 $343,035.00 $5,788.13 $1,102.50 $255,779.96 $658,506 10.93%

$52,800 $377,338.50 $6,077.54 $1,157.63 $294,146.94 $731,521 11.09%

Net Income Total Change From Year Prior

Site View / Wireframe

Page View / User Interface Design

Navigation & Usability Testing

Business, Consumer, & Functionality Testing

Website Marketing Strategy

Online Sales Strategy

Customer Relationship Management

Business, Consumer, & Functionality Testing

Caf Nouveau website

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