1. The Coffee CafBy: Katelyn Parker, Elisa Therrien, AprilLeonard

2. Introduction Coffee Caf in Cazenovia, New York The objective for this study is to see if opening aCoffee Caf in Cazenovia, NY is feasible Coffee Trends 3. Quantitative Hypothesis There is a need for a coffee caf with late night internet access in Cazenovia, New York by Cazenovia College students, local residents, and non-residents who pass through or work in the town; therefore, opening this type of coffee shop is feasible. 4. Qualitative HypothesesThere is a need for a coffee caf withinternet access in Cazenovia, New Yorkby Cazenovia College students, localresidents, and non-residents who passthrough or work in the town;therefore, opening this type of coffeeshop is feasible. 5. Sub-Hypotheses Quantitative and Qualitative: College students will bethe most frequent customers at the Coffee Caf,although non-students will contribute enough revenueto the business to support it when college is not insession. Quantitative and Qualitative: People are willing to spendmoney on coffee and coffee products on a regular basis. Quantitative and Qualitative: Offering coupons,discounts and posting advertisements will attract newcustomers and maintain current customers. 6. Sub-Hypotheses Continued Quantitative and Qualitative: People enjoy consuming alight fare with beverages from coffee shops. Qualitative: People will be likely to linger in a coffee shopif the shop has an inviting environment. Quantitative: People will come into a coffee shop in themorning, utilize free Wi-Fi, and sit down rather thantake their order to go. 7. Sub-Hypotheses Continued Qualitative: Cazenovia College students and others whospend time in Cazenovia would be interested in a localcaf with Wi-Fi that is within walking distance of thecollege Quantitative: People (both students and non-students)need a facility to go to that has Wi-Fi access, is open lateat night, and has late fare and beverages available forpurchase 8. Constructs Demographics Price Promotion Product Interest Studying/working 9. Quantitative Methodology Created a list of questions that were relative to constructs IRB approved Survey Monkey Distribution through Social Media, Mail, and Hand Delivered 165 surveys completed Cazenovia College students Cazenovia College faculty Cazenovia, New York residents Non residents of Cazenovia, New York 10. Qualitative Methodology Questions developed based on specific constructs IRB approved Interview subjects came from three classifications Local Business Owners from Cazenovia, New York Cazenovia College students Cazenovia College faculty 14 interviews were conducted 11. Quantitative Data Analysis Survey Monkey Gold Membership Cross tabulated responses in SPSS Aimed for a 60:40 ratio of students to non-students 12. Qualitative Data Analysis Coded transcripts into Microsoft Excel Created frequencies for common themes in: Each question response Throughout the entire interview 13. Quantitative Results Demographics 86% of survey respondents were female 66% of survey respondents were college students 14. Quantitative Results Demographics Ratio of Cazenovia residents to non-residentsaimed for: 50:50 Ratio reached: 50.3:49.7 The ratio of respondents employment statuseswas 43:26:21 (full-time to part-time tounemployed) 15. Quantitative Results Price 46% of the survey respondents have a weeklyspending budget of $11.00-$25.00 24% of the respondents have a weekly spendingbudget of $26.00 to $50.00 16. Quantitative Results Price 75% of survey respondents would not pay to usea shop-owned computer 79% of the survey respondents would pay asmuch as $2.01-$4.00 on a drink at a coffee shop 17. Quantitative Results Promotion 74% of survey respondents would usediscounts/couponsInterest in Receiving Discount Coupons based on Employment Status 18. Quantitative Results Product 57% likely or very likely to purchase bakedgoods 51% of respondents would not buy a smoothie 19. Quantitative Results- Interest 68% of respondents said they were likely orvery likely to use Wi-Fi 40% of respondents said they would take ordersto go 20. Quantitative Results- Working/Studying 65% of respondents said they would work in thecoffee shop for 1-2 hours. 30% of student respondents said they would studyin coffee shop past 2AM during finals week. 21. Qualitative Results Demographics Interview subjects who own restaurants reported that their main clientele is ages 30-55 Non-restaurant businesses reported that their main clientele (collectively) is ages 4- 75 22. Qualitative Results Price At average, interview subjects expect to pay$2.00 for regular coffee At average, interview subjects expect to pay$3.00 for specialty coffee 23. Qualitative Results Price 40% of business owner interview subjects do notexpect to ever break even 60% of business owner interview subjectsreportedly broke even after at least 3 years 24. Qualitative Results Promotion 40% of business owner interview subjects, 20%of college student interview subjects, and 0% ofcollege faculty interview subjects have beenattracted to new businesses by social mediaadvertisements 100% of interview subjects use Facebook morethan any other social media site 25. Qualitative Results Promotion 100% of business owner and college facultyinterview subjects would make a purchase tobenefit a good cause 100% of college faculty interview subjects, 80%of college student interview subjects, and 0% ofbusiness owner interview subjects use couponsand other discounts 26. Qualitative Results- Product 93% of respondents would buy a coffee beverage 50% said they would purchase muffins or otherpastries 27. Qualitative Results- Interest 100% of business owner interview subjects arebusiest on Friday and Saturdays 79% of interview subjects enjoyed hearing musicin coffee shop. 28. Qualitative Results- Studying/Working 75% of college faculty interview subjects and60% of student interview subjects would studyor work in a coffee shop. 50% of business owner interview subjects wouldstudy in coffee shop 29. Conclusion The Coffee Caf has a possibility of a wide-ranged target market Consumers are willing to pay for coffee-relatedproducts Discounts and coupons are successful promotiontactics 30. Conclusion The need for coffee shop products exists withintarget market Environment, Wi-Fi, and ease of accessibility arefactors that attract consumers to coffee shops People are willing to study/work at a Wi-Ficoffee shop 31. Conclusion Opening a coffee shop in Cazenovia, New York is feasible