Bruna CretellaLisa Erickson

Hannah KleinhansCourtney Long

Fresh- MilwaukeeA Locally Minded Café/Deli

Fresh-Milwaukee is the first of a future national chain of green cafes focused on working with local farmers and local seasonal produce.Green Sustainability buildingSolar PanelsInside DécorEating UtensilsProduce

Company Purpose

Urban farming in MilwaukeeGreen Sustainability Building

Industry Background

Competitors:ALTERRA

Deli/Café…best and most widely known for their exceptional coffee.

Beans and BarleyDeli, Market and Café…products are fresh, organic, and healthy from body care items to the food servicedin the deli at lunch time.Value propositions: Quality, Value, Being Global, and Niche specialist.

Competitive Analysis…

Competitors:Roots

A fresh and all natural restaurant with fresh local grown vegetables, and naturally raised meats and fish.

Wisconsin’s only farmer-chef owned restaurant, that supports as many local farmers as possible. A unique farm-to-table approach supplies varying seasonal ingredients that chef John Raymond uses to create foods with the changing flavors and textures of the seasons.

Competitive Analysis Continued…

Unmet Consumer needs in the marketAppealing design Superior customer relationship Niche specialistQualityStrong attribute or benefit Corporate social programs

Why Fresh: Milwaukee

Consumer ResearchBeans and BarleyAlterraOrganic diningGreen building trend

Research Results

Stage of IndustryIntroduction/Growth

Stage of ServiceIntroduction stage: building awareness and

develop a market for our business.

The impact on the marketing mix is:

ServicePricingDistributionPromotion

Life Cycle

Marketing EnvironmentEconomic:

Economic growth is achievableGreater longevity and “win-win” for both business and

communityRisk is moderate within consumer spendingChallenge is to keep local, fresh, ingredients & affordable

price point

Cultural:Trend of going ‘local’Lifestyle of being environmentally conscious & community

groundedThere is very little risk

Political:Healthy local economy needs local business for tax

revenueLittle opposition in the political realm- low risk

Marketing Environment Continued..Legal and regulatory:

Strict regulations in WI in regards to content & labeling

Moderate risk in being able to trust vendors

Technical: High startup costs Upkeep & maintenance of newer ‘green’

technologies

Product CharacteristicsRelaxed atmosphere Consistent colors earth tonesFurniture & accessories-eclectic mix

of recycled & revamped items from the local community

Décor will showcase local artists

Product Position… Perceptual Map

Our Competitive advantage:Everything is local!!!!

We create delicious soups, salads and sandwiches with fresh produce from local farmers.

We serve local brewed coffee from ALTERRA.

Farmers Market

Eco-Friendly

Product Position …

Size: $781,697 for accommodation and

foodservices sales.Demographic segmentation:

Income- Consumers who have a little room financiallyAge- ranges from 20’s thru 60’s Gender- Male and female consumersOut-of-towners and local consumers

Target Market

Psychographic segmentation:AuthenticFamily and friendsLaid-back; relaxedTrendyCommunity and creating relationshipsHealth and well-being Eco-Friendly

Target Market Continued…

Behavior Segmentation:Usage rate: MediumLoyalty: HighOccasion: Any and AllBenefits sought: Taste,

Selection/Variety, Economic, and Atmosphere/socializeAdded benefits Fresh-Milwaukee

provides: Sense of Belonging and Community,Fulfillment, Happiness, and Health

Target Market Continued…

Pricing StrategySandwiches ranging

from $8-$13Soups $5-$8Salads $6-$12Drinks $2-$6

Coupons to bring in new customers and to reward loyal customers

Offering punch card/rewards card.Option 1: Receive free

soup, salad or sandwich when food card is full

Option 2: Receive free café beverage when coffee card is full

One Investor at least $100,000

IBM Smarter Cities Challenge

Small business loan of at least $150,00010 year loan  6% interest $1,665.31

Profit Goal: to see a profit after the first 3 years.

Pricing Strategy

Main channelThe café/deli

Other channelsHaving booths at festivals and other

public events

Channels of Distribution

Advertisement:ALTERRASocial Networks like Facebook and TwitterNewspapers The Journal Sentinel, The PostRadioWeb advertisementsOther locations

PromotionsCouponsPunch/Rewards Card

Public RelationsLocal FarmersEco-FriendlySupporting another local businessNewsletter

Communication Strategies

$781,697 –Total of Milwaukee sales.

Market Share Goal:1/3 of local/organic industry

10% of market share=$26,056

Revenue and Market Share Goals

http://www.alterracoffee.com/Home.aspxhttp://www.beansandbarley.com/http://www.rootsmilwaukee.com/http://www.thefieldtofork.com/http://magazine.angieslist.com/0_imported_do

cs/milwaukee-green-building.aspxhttp://www.greenbuildermag.com/News/Gree

n-Trends/City-MovesRoots café manager

References…