Case Analysis: Custom Coffee and Chocolate to Made in Seattle

C A M A S O, L a u r e n c e DAV I D, J e n z e l J o u s t A G N O, A u d r e i Ro s e DELA CRUZ, Abigaile PA R A I S O, Ky l e M U Y OT, Ky l e Sec. TH202 P R O F. TO M A S R . Q U I O G U E J R .

Made in Seattle is a caf 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 caf 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.

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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.

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VISION
To be the pioneer and leading caf 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.

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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 organizations advertisements of products and services.

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CORPORATE VALUES
A commitment to innovation and excellence
Making new ideas in the food and beverage industry

Respectful to Customers needs and wants

Its our business to comply what our customers need and want.

Creativity all the time

Making different ways to serve our customers
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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.
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Made in Seattle Source: 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 caf 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 customers come back and bring more friends The business location 6-month lease is about to end The caf is small They have exhausted savings and initial business loan They have no Wireless Connection Wi-Fi They have short operation hours They dont 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 caf restaurants The owner of the location could decline their extension of lease Renovation

Weaknesses:

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MARKETING MIX

Our Menu
Coffee

Beverages

Chocolate Milk Juice

Strawberry Banana Peach Orange Mango

Vanilla Nutmeg Chocolate Cinnamon Hazelnut

Food
Cakes

Cookies
Chocolate chip Peanut butter Snicker doodle Tomato Pesto

Tea

Pastries
Croissant Brioche Danish

Vanilla Pumpkin Banana Coffee Chocolate Lemon Peanut butter, Carrot cake Red velvet Blueberry cheese cake

Pasta

Greenleaf Brewed Lemon

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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
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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

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PRICE List
DRINK COFFEE PRICE RANGE $ 1.20 - 2.20 FOOD BREADS PRICE RANGE $ 0.75 1.50

CHOCOLATE
MILK TEA JUICE

$ 2.00 2.50
$ 1.00 2.00 $ 1.00 1.50 $ 1.15 1.75

CAKES
PASTRIES PASTA

$ 1.15 2.50
$ 1.00 1.75 $ 1.95 2.70

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

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PRICE Strategy
MARKET PENETRATION DISCOUNTS: Happy Hour
We set our price comparatively lower to our competitors to attract our target customers.

Student discount

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

Bottomless Brewed Coffee

from 12am-2am

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

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Our Place

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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 1840 years old. Residents near the university are also being served by the caf. Passers-by

Other customers

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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.

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PLACE Strategy
Website
Cafs 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.co m/madeinseattle A computer set will be purchased and placed in the store to be managed by the web developer and manager.

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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

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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

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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 MiSs concern for their valued and potential customers performance in school.

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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
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ORGANIZATIONAL STRUCTURE

Chief Executive Officer

Finance Director
Operations and Production Manager
Food and Beverage Production Supervisor

Human Resource Director

Security and Safety Department Head Marketing and Communication Department Head

Customer Service Supervisor

Security Guards
Maintenance Personnel

Web developer and manager

Bakers/Cooks

Waiters Delivery crews

Express stalls operator

Hotline agent
Marketing Agent/Staff

Baristas

Cashiers

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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

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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

Made in Seattle

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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)

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JOB Description
Human Resource Director
Responsible for the smooth and profitable operation of a companys 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 firms 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
Made in Seattle Your Personal Taste. 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-jobdescription

Made in Seattle

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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

Made in Seattle

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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/ Made in Seattle

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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

Made in Seattle

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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 caf 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 caf and assist the customers Maintenance Personnel regulate and fix all the equipment in the caf 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

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