CRaft: A Creative Coffee Shop

What is Craft?

• A coffee shop that is creatively themed from the menu to books, products sold, and classes offered
• Slogan: "A creative environment inside and out
• Mission Statement: To provide a neighborhood environment where imaginations are free to run wild and creativity is encouraged.

A study published in the Journal of Consumer Research showed that the noises of coffee shops are conducive to creativity, so why not open a coffee shop where arts and crafts are the focus?

Executive Summary

• CRAFT is a coffee shop with a twist; it focuses on creative endeavors. The shop not only offers coffee and baked goods but also craft-related books (ranging from sewing to woodworking), local art, and creative classes. It will be located in Canton, Baltimore where many young professionals live. This demographic often has unused leisure time and CRAFT will target that time. CRAFT will offer a new, exciting way to fill leisure time.

Market Analysis

• Frequented by both young and old
• 76% of coffee drinkers began drinking coffee by the time they were 24
• Regular (weekly or more) customers can be be found in high school students, college students, newly employed, and older demographics
• Current trends include cocooning, sensory fusion, and made-for-me

Canton, Baltimore

• Average Age Baltimore Resident: 34.4
• 37.3% Canton residents are 25-34 years old
• On an average day, employed adults living in households with no children under age 18 engaged in leisure activities for 4.5 hours per day, about an hour more than employed adults living with a child under age 6.

Competitors

• Café Latte’da - Distance: 0.6 miles away , Products and services: Coffee Shop and Café
• Patterson Perk - Distance: 0.1 miles away , Products and services: Coffee Shop and Café
• Firehouse Coffee Company - Distance: 0.7 miles away, Products and services: Coffee Shop, Café, and Catering

Differentiation

• Creativity niche (themed)
• Books
• Classes regularly offered
• Local art (creative people appreciate creativity)
• Local community focus
• Later Hours

Start Up Plan

• Year One: build clientele through home-based service provider with 2 employees
• Year Two: open bricks and mortar location and hire 4-5 employees
• Year Three: start selling craft supplies and arts and crafts-related books

Marketing

• Social Media (Facebook, Twitter, Instagram - with a special focus on Instagram
• Target different customer groups with the times that classes are offered
• Building customer base in the first year of business through going to them
• Partner with local artists and small businesses so that we can promote each other
• Advertise with monthly flier

Products and Services

• Coffee and baked goods
• Creative books
• Local Art
• Creativity and Art classes

Menu

Survey

• On an average day, nearly everyone age 15 and over (95 percent) engaged in some sort of leisure activity, such as watching TV, socializing, or exercising. Of those who engaged in leisure activities, men spent more time in these activities (5.9 hours) than did women (5.2 hours). SO How can I market my shop towards men?
• Any other suggestions/critiques?

Thank You