made in seattle

Case Analysis:“Custom Coffee and Chocolate”

to“Made in Seattle”

CAMASO, LaurenceDAVID, Jenzel JoustAGNO, Audrei RoseDELA CRUZ, AbigailePARAISO, KyleMUYOT, Kyle

Sec. TH202 PROF. TOMAS R. QUIOGUE JR.

Made in Seattle is a café that aims to cater varieties of uniquely blended beverages, from coffee to tea and juice that will be produced and personalized based on our costumers’ personal taste and will surely bring them a soothing feeling. We also serve pastries that will surely match our range of drinks. The theme of the café is cozy urban living where customers can enjoy latest edition of different types of reading materials ranging from newspapers to magazines and comics. The cafe is the best place to chat with friends, to make school works, to study, and to relax.

Your Personal Taste.


The majority of business is dine in. Our place is especially made for our customers who are finding a perfect place to relax and enjoy the day together with their friends. We also offer delivery and online services to better serve our customers, especially those who are busy with their school or office works.

It is our business to blend and create drinks of your personal taste.

VISION

To be the pioneer and leading café that serves customized/personalized beverages to our customers, and be

one of the most popular and innovative coffee shops in the field of

Food and Beverage industry in Seattle.


MISSION

To serve our customers with wide range of beverages that will suit their taste and satisfy them in such a way that they will become word-of-mouth for the organization’s advertisements

of products and services.


CORPORATE VALUES

• A commitment to innovation and excellence– Making new ideas in the food and beverage

industry

• Respectful to Customers’ needs and wants– It’s our business to comply what our customers

need and want.

• Creativity all the time– Making different ways to serve our customers


TARGET CUSTOMER

Our target customers are•Geographical Segment: Persons studying and working near and inside the university.•Demographic Segment: 18-40 years old and earning at least living wage

We also practice flexibility to entertain other types of customers who will be charmed to our wonderful products and services.


Made in SeattleSource: http://livingwage.mit.edu/places/5303363000

http://livingwage.mit.edu/places/5303363000

SWOT ANALYSIS:CUSTOM COFFEE AND CHOCOLATE

• Strengths:– The business’ location is patronized by

students, faculty, staff, and local residents

– They knew and understood those customers well

– They serve unique coffee blends and specialty chocolates, maintain the shop, and handle the finances.

– The café has comfortable chairs, couches and coffee tables to encourage the customers to stay to chat and read the newspaper.

– They purchase coffee and chocolate on a fair value to provide living wages

– The Business performance increased over a period of 5 months

– The price point was effective enough to have the customer’s come back and bring more friends

• Weaknesses:– The business’ location 6-month lease

is about to end– The café is small– They have exhausted savings and

initial business loan – They have no Wireless Connection Wi-

Fi– They have short operation hours– They don’t have a delivery service

• Opportunities:– The business could expand at Pike Place

( location has a lot of foot traffic)– They could setup a delivery service making their

business viable for orders by other patrons– They could look for partners with regard to the

plan to extend their menu– They could set up an express shop inside the

university given that majority of their business was takeout

• Threats:– Seattle is filled with other café

restaurants – The owner of the location

could decline their extension of lease

– Renovation


MARKETING MIX

Our Menu• Coffee

– Vanilla– Nutmeg– Chocolate– Cinnamon– Hazelnut

• Chocolate• Milk• Juice

– Strawberry– Banana– Peach– Orange– Mango

• Tea– Greenleaf– Brewed– Lemon


Made in Seattle

PRODUCT Strategy• Expansion of Menu

– Addition of milk, juice, and tea– Including foods in the menu suited for our drinks

• Breads, cakes, and pastries will be made by hired bakers with diploma/certificate from a culinary course

• Same in the pastas• Customize-your-own-drink

– Drinks can be adjusted/customized based on their:• Flavor• Size (S,M,L,XL)• Sweetness (Low, Average, High)• Temperature (Cold, Warm, Hot)• Add-ons (Coffee jelly, java chips, pearls, nata, oreo, wheap

cream


PRODUCT Strategy• Delivery service

– The locations that are available for deliveries are only those which are in the 300m radius around the university (dormitories, residences).

– Bicycle delivery– Delivery charge of $1.50 for each order– Only within the time of 6:00 AM – 9:00PM– Orders amounting to $10.00 dollars would entitle

them to a free delivery– Procedures:

• Contact us through: telephone (1-8000-000) or website (http://darklaurence.wix.com/madeinseattle)

• Give your order including the details or adjustments• Our teller/agent will tell you how much it will be• The order will be delivered• Only exact cash will be accepted for payment


http://darklaurence.wix.com/madeinseattle

PRICE List

Note: Minimum price does not include special add ons and such.

DRINK PRICE RANGE

COFFEE $ 1.20 - 2.20

CHOCOLATE $ 2.00 – 2.50

MILK $ 1.00 – 2.00

TEA $ 1.00 – 1.50

JUICE $ 1.15 – 1.75

FOOD PRICE RANGE

BREADS $ 0.75 – 1.50

CAKES $ 1.15 – 2.50

PASTRIES $ 1.00 – 1.75

PASTA $ 1.95 – 2.70


PRICE Strategy

MARKET PENETRATION– We set our price comparatively lower to our

competitors to attract our target customers.DISCOUNTS:•Happy Hour

– 12NN-3PM , customers get to enjoy 10% discount on any beverage of their choice.

•Student discount• Monday-Friday, just show their ID• 20% discount from their total purchase

•Bottomless Brewed Coffee– from 12am-2am


Our Place


Our Place• Store hours: 6AM – 2AM• Located near the

university– Continuation of leasing

the same site– Renovated– Making the students and

university staffs as our target market which range from 18-40 years old.

• Other customers– Residents near the

university are also being served by the café.

– Passers-by


PLACE Strategy• Express Stall/Vending Machines

– Will be placed inside the university– This will be purchased from Japan– All our beverages will be available there, including different sweetness, sizes,

temperatures, and add-ons.– Prices will be the same of the drinks in our store.


PLACE Strategy• Website

– Café’s information such as products & services, location, contact nos. will be available there for our delivery and inquiries.

– Following the latest trend on technology

– http://darklaurence.wix.com/madeinseattle

– A computer set will be purchased and placed in the store to be managed by the web developer and manager.


http://darklaurence.wix.com/madeinseattle

Made in Seattle

PLACE Strategy• Franchising

– We are offering franchising to interested investors/partners. These other franchises will be also build near universities or colleges. Possible locations will be near:• University of Washington• University of Washington Educational Outreach• Seattle University• Seattle Pacific University• City University• Antioch University• North Seattle Community College• Seattle Central Community College• South Seattle Community College• Cornish College of the Arts• Pratt Fine Arts Center• The Art Institute of Seattle


PROMOTION Strategy

• “NAME-A-DRINK”– Monthly contest– The contest is won by a referral per drink which is tallied

on a bulletin board also posted online. – A race to the quota of 100 referrals. – Chance to name a drink


PROMOTION Strategy

• “Warming things up! Campaign”– some classes which have our loyal

customers could be sponsored during their midterms/finals. Their class would be given limited small cups of coffee before their exams to show MiS’s concern for their valued and potential customers performance in school.


PROMOTION Strategy

• Product Taste Test• Event Sponsorship• Banner –posting and Flier distribution

all over Seattle• Courtesy Personalized Mug/ Tumblers

to regular customers• Free Wi-Fi


ORGANIZATIONAL STRUCTURE

ORGANIZATIONAL Structure• Number of employees:

– Food and Beverage Production Supervisor (1)– Bakers and Cooks (4) (D/N)– Baristas (4) (D/N)– Customer Service Supervisor (1)– Waiters (2) (D/N)– Delivery Crews (2) (D/N)– Express Stalls Operators (1)– Cashiers (2) (D/N)– Security Guards (2)– Maintenance Personnel (2)– Web Developer/Manager (1)– Hotline Agent (2) (Day and night shifts)– Marketing Agent/Staff (2)

Made in Seattle Your Personal Taste.

ORGANIZATIONAL Structure

• Chief Executive Officer – Mr. Laurence Camaso• Human Resource Director – Mr. Jenzel Joust David• Finance Director – Ms. Abigaile Dela Cruz• Operations and Production Manager – Ms. Meryll Monica

Paraiso• Marketing and Communications Department Head – Ms.

Audrei Agno• Security and Safety Department Head – Ms. Kyle Muyot


JOB Description• CEO

– Assures the filing of all legal and regulatory documents and monitors compliance with relevant laws and regulations.

– Provides general oversight of all activities, manages the day-to-day operations, and assures a smoothly functioning, efficient organization.

– Assures a work environment that recruits, retains and supports quality staff and volunteers. Assures process for selecting, development, motivating, and evaluating staff and volunteers.

– Promotes programs and services that are produced in a cost-effective manner, employing economy while maintaining an acceptable level of quality.

– Oversees the fiscal activities of the organization including budgeting, reporting and audit.

– Serves as chief spokesperson• (http://www.simonejoyaux.com/downloads/JobDescriptionCEO.pdf)


JOB Description• Human Resource Director

– Responsible for the smooth and profitable operation of a company’s human resources department.

– Supervise and provide consultation to management on strategic staffing plans, compensation, benefits, training and development, budget, and labor relations.

– Take a leadership role in developing a culture that enables employees to perform in accordance to a firm’s objectives.

– Plan, design, develop and evaluate human resource-related initiatives that support organizational strategic goals.

– Lead performance management, talent assessment and effective labor relationships, including negotiating and administering labor agreements.

– supervise staff and report to the chief executive officer on issues regarding implementation of policies and procedures, safety of the workforce, recruiting and hiring high-performing employees, and labor, legislative and other human resources issues• http://www.villanovau.com/hr-director-job-description/


JOB Description

• Finance Director– Monitoring business performance– Monitoring cash flow – Overseeing the budgets and that everyone is sticking to them– Working with departments and teams– Supervising your own accounts team – Preparing accounts– Developing financial models– Planning for the future– Competitor analysis– Strategic planning

• http://www.totaljobs.com/careers-advice/job-profile/finance-jobs/finance-director-job-description


JOB Description

• Operations and Production Manager– Improve the operational systems, processes and policies in support of

organizations mission -- specifically, support better management reporting, information flow and management, business process and organizational planning.

– Manage and increase the effectiveness and efficiency of Support Services (HR, IT and Finance), through improvements to each function as well as coordination and communication between support and business functions.

– Play a significant role in long-term planning, including an initiative geared toward operational excellence.

– Regular meetings with Executive Director around fiscal planning.– Supervise and coach

• http://supportingadvancement.com/employment/job_descriptions/advancement_services/operations_manager.htm


JOB Description• Marketing and Communications Department Head

– To research analyze and evaluate the competitive market environment– Monitor threats and opportunities and amend actions where necessary, to

ensure brand/Sales development– To research – analyze all marketing activities of our business (sales –

product mix – customer profile –demographic etc.) – campaign and propose effective ideas on:• Product positioning• Chain Positioning• Merchandise Point of Purchasing (POP)/Point of Sale (POS)• Local Store Marketing (LSM) Programs• Sales & Service training

– Develops, manages and implements creative, effective and successful annual marketing plans for the stores along with the chain marketing strategy and annual market plan and budget

– Regulates and manages the flow of communication inside and outside the store between employees to employees, and employees to customers.• http://www.corecruitment.com/job-descriptions/head-of-marketing/


JOB Description

• Security and Safety Department Head– Ensure the highest level of security– Implement and maintain security processes across the

organization to reduce risks, respond to incidents, and limit exposure to liability in order to reduce financial loss to the organization.

– Implement and manage comprehensive location-wide safety and security education and awareness programs for employees and security personnel and prepare incident written reports on all significant incidents happening at the institute.• http://iilm.edu/ps/job-responsibilities-at-security-department.pdf


JOB Description• Food and Beverage Production Supervisor – oversees the operations in making the

food and drinks to be served• Bakers and Cooks – produce the breads, pastries, pastas, and all the food in the menu• Baristas – make the drinks• Customer Service Supervisor – oversee and regulates the service given to our

customers• Waiters – get orders and deliver them to customers in the café• Delivery crews – deliver/send orders to our customers in their location• Express Stalls Operators – replenish the products in the stalls and fix them• Cashiers – handle the cash register for taking payments and giving changes and

receipts• Security Guards – maintains the peace and security of the café and assist the

customers• Maintenance Personnel – regulate and fix all the equipment in the café• Web Developer and Manager – manages and designs the website and accepts online

orders• Hotline Agents – receive orders and inquiries through telephone• Marketing Staffs – helps the M&C department head in planning and executing plans

and activities


made in seattle

Documents

customersyour personal

costumers personal taste

types of customers

customers wellthey

custom coffee

business location

coffee tables

business performance