TO: John McLean

FROM: Amy Brown

SUBJECT: Proposal Assignment
Purpose:
Research how pop-up shops can promote a new product
How effective are they?
How does this affect local businesses?
Feasibility:
It is possible to research the effectiveness of pop-up shops through various
articles and personal experience
Audience:
The audience for this research would be pop-up shop owners or those
thinking of starting one since this topic affects them directly. Consumers
would be another audience since it would be beneficial for them to be
knowledgeable about where they are shopping
The term pop-up shop may be unfamiliar to some consumers, but this can
be easily dealt with by clearly stating what we mean by pop-up shop in our
final report
Topics to Investigate:
What are pop-up shops and how do they work?
o Important to clearly state what the main component of the research is
How effective are pop-up shops?
o This is the main question our research will be focused on answering
How do pop-up shops affect local businesses?
o Important to look at the effects that these shops have beyond the
business itself
Methods:
Online Sources:
o Borden, N. (n.d.). The Concept of the Marketing Mix. Harvard Business
School. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.588.6640&rep=rep1&type=,pdf
o Eventbrite. (July 2015). The Rise of Pop-Up Dining Events and the
Experiential Diner. Eventbrite Education. Retrieved from
https://mkto.eventbrite.com/rs/269-CEG-133/images/DS01_The
%20Rise%20of%20the%20Pop-Up%20Britepaper.pdf?
mkt_tok=eyJpIjoiTTJWa01EUXpaVE0zTWpKaiIsInQiOiJUYVVFSjJMYTJcL3o
zUmh6U3RXZVFMdGVWYjQrcmJxVDY1TE9UTWVyRDdZWkpCUlVCTU5tQ
nZDUjNxSEZjQklla21GSlNsZWo3RUEzbmtxd3o0RE5CZXBGRnk0QzNnUj
AwWnBUb2JhWkVaS3c9In0%3D
o Jenkin, M. Are pop-up shops high street heroes or just a temporary
fix?. The Guardian. Retrieved from https://www.theguardian.com/smallbusiness-network/2015/nov/05/pop-up-shops-high-street-heroes

o
o

Shenker, M. (Oct. 2013). Pop-Up Shops Arent About Sales. Profit Guide.
Retrieved from http://www.profitguide.com/industry-focus/retail/pop-upshops-arent-about-sales-58706
Spiegel, A. (April 2015). Obsessed With Pop-Up Restaurants. Huffington
Post. Retrieved from http://www.huffingtonpost.com/2015/04/10/popup-restaurants-study-people-more-obsessed_n_7035394.html

Qualifications:
I am in the Baking and Pastry Arts Management Program, which has allowed
me to have experience in Bake Sales within the school, which are similar to
pop-up shops in that its for a limited time only, and then those items will no
longer be available. Also, the business aspect of my program gives me
insights into current trends in the food industry, which is an important part in
opening pop-up shops, at least for those in that industry.
I have also seen the effects that pop-up shops can have on local businesses
since I know the owner of a local costume shop in Guelph thats open yearround, and always ends up losing business every Halloween to the pop-up
store Spirit Halloween.
My team and I are also all competent researchers, with the want to succeed
at this project, which will help to complete our goals with this topic
Work Schedule:
Research
o Complete by November 14th 2016
Put all our research together
o Complete by November 15th 2016
Create Informal Report
o Complete by November 21st 2016
Create E-Portfolio
o Start by November 28th 2016
o Finish by December 5th 2016
Present
o Between December 5th 9th 2016
Close:
Feedback for this proposal would be appreciated. I can be reached via email at
ae.brown402@gmail.com.
Sincerely,
Amy Brown