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Dos Coffee and Wine Bar

Ashley Blanco, Caitlin Ludwig, Christine Collins, Megan Pariseau, Samantha Koivisto

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Executive Summary

• In 2013, Dos Coffee and Wine Shop opened at the end of a highly trafficked, competitive area at the end of San Marco in downtown St. Augustine

• There is no foot traffic near the shop’s location, which poses a problem

• Advertising to Flagler students is limited as there is a strict on-campus alcohol policy

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Mission

• Dos’ mission is to bring the culture of gourmet coffee to St. Augustine through their pour-over technique

• Dos serves as a venue for live music, private events, and a place to come spend time and study

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SWOT Analysis

• Strengths • Unique selection of coffee and wine• Parking available • Serves as a venue space

• Weaknesses• Wait time• Distance from Flagler • Lack of discount programs• Unattractive exterior

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SWOT Analysis

• Opportunities • Increase performances by local artists• Partner with Flagler’s art department

• Threats• Local coffee shops and cafés closer to Flagler • Seasonal target market• Flagler’s alcohol policy

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RATIONALE

• We conducted surveys to gain quantitative knowledge about our target market

• We hosted a focus group to get qualitative information from members of our target market

• We chose these methods because they were convenient for our participants and because they were cost-effective for our client

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Focus Group

• Very few students had ever heard about Dos

• 2 out of the 8 students heard about Dos through Facebook

• A few of the students were turned off by the atmosphere of the shop

• Some students said they were loyal to their current coffee shop

• Mixture of those that would come and go, and those that would stay and do homework

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Online Survey• We collected data from 31 respondents

• Only 4 of the 31 people surveyed had heard of DOS

• Only 2 out of the 4 who heard of DOS had tried pour over coffee

• A majority of respondents would be more likely to hangout in study friendly environments with free wifi, comfortable seating, good tables, etc

• A lot of respondents were skeptical on late night hangout, if they did want one it had to be live music and chill-- not house or dub-step music

• Many wanted student discounts, promotions and punch cards as incentives to return

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• 26% were willing to wait less than 3 minutes for a cup of coffee

• 63% were willing to wait 3 to 5 minutes

• 10% were willing to wait over 5 minutes

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• 32% were willing to pay $2-$3

• 54% were willing to pay $3-$4

• 12% were willing to pay more than $4

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1111

• 51% heard through word of mouth

• 6% heard through flyers

• 3% heard through yelp

• 38% heard through Facebook/Twitter

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• 67% said they preferred flavor over caffeine

• 32% said they preferred caffeine over flavor

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Limitations

• Small focus group which did not allow for a lot of insight

• Not a well known coffee shop among Flagler students

• Dos has a small number of employees, resulting in limited availability of the owner

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Recommendations

• Dos should suggest a happy hour that would include half off coffee specials

• Student discounts

• Market the unique quality of their coffee

• The right advertising and marketing tactics should be implemented

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Conclusion

• Comments or questions?