Town Center Coldpressed

About Us

Towncenter Coldpressed is introducing the "coffee juicery" a concept that opened in Nov 2014 shaped around the idea of a tailored selection of RAW cold pressed juices and smoothies, integrated with a menu of locally roasted fair trade coffee & tea with the mission to take it to the next level a small selection of farm to table food options.

Objective

Objective

• Location Expansion
• Increase Market Share
• Develop a Sustainable Business Model
• Become Immersed in the surrounding Community
• Increase Business to business Relationships

Location Expansion

• The Ghent location will serve as the flag ship store that will be designed to outline the already stylish brand. Designed with a minimalist interior mixed with a post industrial flare.This location will services other satellite and mobile locations. All food and juice will be prepped at this location.
• 1902 Colley Ave, Norfolk, VA 23517

Plug-in Spot

Increase Market Share

• Menu changes
• New Product Innovations
• Strong Marketing Campaigns and Branding
• Strengthening Customer Relationships
• Smart Hiring Practices
• Business to Business Relationships

Growth is the #1 Objective

Develop a sustainable Business Model

• With growth at the forefront of the companies mission we will focus on three key areas logistics, internal operations, and internal company communication

Community Involvement

• We believe longevity and success of any business is also impacted by how engaged you are in your surrounding community. We will join the local business civic community and chamber of commerce , host meet-ups, invest in local charitable organizations.

Business to Business relations

• At Towncenter Coldpressed we as small business owners understand the importance of being around like minded people and a need to have place to congregate to bounces ideas off each other or even just a place to plug in, So we will also dedicate this space for small business students and freelancers to congregate, balancing out there bodies and minded..p

Increase Sales by 50%

• Look at previous sales trends, population density, increased menu options We are forecasting up to a 50% increase in gross revenue sale
• We will outline a 2 yr pay back structure as we will request build out assistant for the development of this project.

Key Players

Rustic Roots Gourmet

Chef Michael HOLcRAFT

Michael has cooked in some of the most prestigious kitchens across the U.S and the Caribbean, including The Ritz Carlton (USVI), David Burke’s Prime House (Chicago), Red Rocks Country Club (Denver, CO), and Sub-Zero and Wolf Showroom (Chicago). He was classically trained at The Art Institute of Colorado in Denver, CO, Utilizing small family farms to source seasonal and sustainable ingredients, Michael supports the local food community and gourmet events across Virginia. His passion and creativity is evident in the complex flavor profiles he produces in each dish.

Simon Media

Simon Media is a full-service agency. Creating industry-changing experiences and relevant work that resonates. From brand development to compelling campaigns to user-centric designs… Every facet of planning and implementing is covered.

Marketing Objectives

Increase Brand Awareness

• Increase social media and the online conversation between the customers and the establishment through Facebook, Instagram, Twitter and Blog posts.
• Develop a sense of loyalty and regularity within Towncenter Coldpressed customers while still reaching out to new customers.
• Increase overall profit by 50% by the end of the year

Towncenter Cold Pressed is not only concerned with monetary profit, but overall customer outreach and brand impression. The marketing campaign will pre-cedes the grand-openings and will continue after that date to include evaluation. The objectives range from awareness of the coffee juicery, to sales and profits, to perception and attitude changes towards the brand.

Key Audience

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Target Audience

• In order to successfully meet the established objectives, we have targeted multiple specific audiences within our PR plan. The most important of these audiences are young professional customers between the ages of 18 and 35. Customers this age are typically independent, self-sufficient and highly focused on living healthy, organized, time-managed lifestyles.

Target Customer

Workout focused citizens are also a main target as they are also concerned with living healthy lives. We Will reach out to all yoga, Pilates, cycling, and other fitness studios whose members are typically concerned with leading healthy lifestyles.

Strategies

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• Encourage Online communication between Facebook, twitter, blog, and YouTube.
• Heavy use of social media
• Rebrand ourselves as a coffee Juicery (seperating from the standard cafes and juice bars)
• Revamp website (www.towncentercoldpressed.com
• Create fact sheets about products

Cont...

• Increase media impressions
• Send media alerts
• Press Releases
• Presonalized invitations and events
• Grand Opening at new location
• Host meet-ups and groups

Projections

Area Research SnapShot

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• Age of average resident: Approximately 32.70% of residents are between the ages of 25-34 . approximately 19.80% of residents between 45 and 64 years old.
• Household Marital Status: With 52.4% of the households here made up of people living alone. Research reveals that this is a larger proportion of people living alone than in 97.8% of the neighborhoods in America.

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• Education: 74.5% of adults here have received at least a 4-year bachelor's degree
• Area Gender: Male 47.9% Women 52.% Women out populate men in Ghent 4.2%

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• Local Business environment.(similar in nature) Café: On a per capita basis, Ghent has 3.3 times as many cafes than average for Virginia and 2.8 times as many compared to the United States as a whole.

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• Bars: On a per capita basis, Ghent has 2.9 times as many bars than average for Virginia and 34% more than the United States as a whole.
• Gyms: Per square mile, Ghent has 24.6 times as many fitness centers than average for Virginia and 67.1 times as many compared to the United States as a whole.

Income: Annual Yearly Area Income

Local Area Income

• Income: annual yearly area income 22.5% $25,000-$50,000 20.2% $50,000-$80,000 18.1% $80,000-$150,000 12% $150,000

2016 Sales Year to Date

2016 Sales YTD

• 2016 Gross Sales: $106,500.00
• Total Collected: $115,000
• Avg Gross Sale: $10.3.
• Units Sold: 10,172

2017 Projections

• Virginia Beach:$116,000.00 10% increase from prior year
• Norfolk (New location): $250,000
• 2017 Gross Sales: $366,000
• Avg Gross Sale: $20.00
• Units Sold: 20,500

Threats/Problems

Creating a winning team

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• Towncenter Cold Pressed has been around for 2 yrs and have seen more juice bars and cafes moving into the coldpressed juice sector. Juicing has become a trending interest among consumers and that has brought multiple competitors such as Fruitive, Juicebar Juices, and Zekes Beans and Bowls. Though our competitors are not in a 2mile square radius to us we see them as future threat and a drag on market share.