NightBuzz Coffee Co.Group E

Tom Barlow, Sophie Gentine, Charlee King, Mark Segbers, Alexis Tye, Lizzie Woidat

Executive Summary

Our Story● College students are busy and overworked

○ Often spend late night hours studying

● Coffee is the number one item students are willing to purchase on campus

● Students are in need of a convenient source of coffee that is accessible to them at any hour of the day or night

● And from this need, NightBuzz Coffee Co. was born!

Organizational Overview

Who We Are● Mobile coffee truck located on the University of

Wisconsin-Madison campus

● Sell premium coffee beverages to customers on-foot

during the day and respond to delivery orders within a

range on and off campus throughout the night

● Offer late night coffee delivery service via online and

mobile ordering

Our Mission

To make life a little bit easier for the never-tiring college student by providing

delicious, freshly brewed coffee right to their hands, right when they need it.

SWOT Analysis

Strengths

● Excellent service● Premium beverages for affordable price● Quick, convenient delivery

Weaknesses

● Limited initial financial resources● Maintenance of truck is expensive● No brand awareness

Opportunities

● Potential for total market share● Cold brew consumer taste trends● Increasing coffee consumption from

younger generations

Threats

● Popularity of single-cup coffee● Ready to drink iced coffee ● Alternative energy drink options

Positioning

Direct Competition - On Campus Coffee Shops● Zero direct competitors in late night coffee delivery market● Daytime competitors:● On campus:

○ Peet’s ○ CrossRoads Cafe○ Capital Cafe○ Microosm Cafe

● Mainly offer generic coffee and tea, limited options ● But offer place to sit and study

Direct Competition - Off Campus Coffee Shops● The coffee house market is a pretty saturated in Madison● Competitors include:

○ Starbucks○ Colectivo○ Fair Trade Coffee House○ Espresso Royale○ Michelangelo’s Coffee House

● Established market, loyal customers, efficient operational practices● Offer places to study, close to off campus housing, comfortable seating

especially in winter months

Indirect Competition ● Currently during late night hours when customers cannot go to a

coffee shop, they often turn to:● Ready to drink options from convenience stores or the refrigerator

○ Starbucks Bottled Frappuccino or Doubleshot○ Dunkin Iced

● Single cup options to brew at home○ Keurig

● Options are convenient, fairly cheap but limited

Brand Promise

Quality, Convenient Coffee

Target Audience● Primary: UW-Madison students who are frequent coffee drinkers

○ Aged 19-24○ Consistent coffee drinkers, in need of a caffeine fix○ Extremely busy, value convenience, as well as cost ○ Not extremely affluent, but willing to spend average amount to fulfill their drinking habit○ Value time, but at this stage money is more important

● Secondary Market: Staff and faculty members who are frequent coffee drinkers○ Aged 30-55○ Live very busy lives and value convenience, and are willing/able to pay money for

it ○ Time is more important than money

Unique Selling Proposition

NightBuzz is determined to become the nightly necessity for all coffee addicts on UW-Madison campus. With its special delivery services unlike anything else

in Madison, NightBuzz will create a new opportunity for coffee drinkers to have their coffee fix late night. Its mobility during the day also offers an added

competitive advantage that differentiates us from our competitors.

Marketing Goals

Specific Marketing Goals● Position the NightBuzz brand as a convenient, innovative service to our

target market

● Build brand awareness to 40 percent in our target market

● Increase the percent of our target market using our service by 10 percent quarterly

● Increase our amount of social media activity, website traffic, and app downloads by 10 percent monthly

Short Term Goals● Create awareness of the service that NightBuzz Coffee provides

○ Quickly and conveniently delivering coffees, espressos, and other coffeehouse beverages ordered by our customers to their location

● Increase engagement with our phone application which enables a quicker and easier ordering experience where customers are able to see the status of their order in real time

● Increase our amount of follows, likes, shares, and comments across our social media platforms

Long Term Goal

Our long term goal is to become the number one late-night coffee delivery service in Madison, Wisconsin and eventually on college campuses around the United States. This will ultimately be achieved by consumer loyalty, customer

service, our competitive advantages, and increased market share.

Strategies and Tactics

Communication Channels ● Social Media Advertising● Email campaigns● Student Brand Ambassador Program● Distribution of coupons for first time users and consistent customers

○ Offered via social media, email, and through brand ambassadors

Creative Brief● Build on bee theme from brand name NightBuzz

○ Refer to customers “Busy Bees” in promotional efforts

● Create logo with bee to generate brand recognition○ Modern, simple design, easy to recognize

● Incorporate videos and strong use of visuals in social media advertisements

● Use of trendy, modern language in communications with audience○ Fit in with target audience, make us likeable and memorable

Action Plan

Budget Overview● 10% of our anticipated annual sales from

our first year will be allocated towards marketing efforts

● Anticipate increasing budget as we grow as a company

Budget Components ● Functioning Company Website - 20%● External design of coffee truck - 10%

○ Acts as mobile advertisement

● Social Media Outreach - 20%○ Paid social media advertisements

● Email campaigns - 5%○ MailChimp marketing platform○ Access to databases○ Coupon giveaways

● Student Brand Ambassador Program - 5%○ Compensation for ambassadors○ Coupons and free giveaways

● App Development/Maintenance - 40%

Launch and Campaign Rollout ● Launch of company January 25th, 2018

○ Website up and running, truck decorated, mobile app available for download

○ Purchase SnapChat filter○ Park out on East Campus Mall and pass out flyers

with QR code for download of app

● May through August○ Focus more on daytime on-foot

customers○ Email campaigns ○ Farmer’s Market and East Campus

Mall○ End of summer event coordinated

by brand ambassadors

● August through December○ Email campaigns○ Paid social media advertisements○ Again, heavy promotion during

finals week

● January through March○ Hire 5-10 student brand ambassadors○ Paid social media advertisements○ Email campaigns

● March through May○ Social media challenges and

giveaways○ Coupons and discounts during

finals week, heavy promotion

Evaluation

Evaluation● Analyze Revenue Generated Directly Related to Marketing Strategies

○ Track the amount of people exposed/engaging with social media advertisements○ Track amount of people attending events and redeeming coupons○ Create survey asking how customers heard about NightBuzz when they make a purchase

on our app or online

● Track Social Media Engagement ○ Google Analytics ○ Monitor likes, follows, frequency of platform visits

● Monitor Competitors○ Track if they make changes in their prices, promotion, or product after our launch○ Keep track of their social media efforts

Questions?