Business Administration

BMBA 100 | 202201 D31

Instructor: Prof. JM Ledet
Beyond the Bean
Presented by: Erikha T. De Guzman
UVic ID#: V00049715
{March 13, 2022}
1. What competition does the company face?

David Greig had completed his business plan to launch the board games
café named “Beyond the Bean” in London, Ontario. Here, the company would be
directly competing with the Palasad and Fleetway with bowling alleys and billiards
facilities. They are the businesses that provide social and recreational
experiences among friends. Both competitors are offering different games, high-
quality food, and beverages. On the other hand, it would be also indirectly
competing with Tim Hortons, Starbucks, Williams Coffee pub, Coffe Culture Café,
and Eatery. These are the businesses that are located nearby their location. The
indirect competitors offer different kinds of beverages and baked goods, and some
of them have a relaxed atmosphere with the availability of Wi-Fi.

It is cheaper based on the selected pricing for Fleetways’ various activities.

The advertisement and promotion target children, teenagers, and even adults.
Additionally, the Dairy Queen Restaurant provides all food and drinks for the
customers of Fleetway. When it comes to Palasad North, it has two locations with
large facilities and different activities. This is also a full-service restaurant with a
competitive price suited for group events such as corporations, families, and
sports teams.

Since this is a café shop, they expect to indirectly compete with three coffee
shops like Tim Hortons, Starbucks, Williams Coffee Pub, and Coffee Culture Café
and Eatery. Firstly, Tim Hortons is a very popular Canadian Franchise that is very
easy to access in the London area. Also, its specialized products are coffee and
baked goods. This was established by large companies and it has large revenues.
What is more interesting here is that it offers free Wi-Fi services. Then, Starbucks
was also established by large companies with large revenues. They offer premium
coffee, drinks, and high-end pastries. It has a comfortable environment to relax
and you may use the free Wi-Fi services. Next, Williams Coffee Pub can be
located in different locations in Ontario which are well-established. The company
 is very known for its quality and fast services. It offers tasty, high-quality products,
free Wi-Fi, and a comfortable environment. Also, this is just like a restaurant that
offers a heavy breakfast menu. Lastly, the Coffee Culture Café and Eatery can
also be located in a different part of London, Ontario. This is a very interesting
place to relax and socialize with other people because it is an old-world style
coffee house that offers extensive specialty coffee, baked goods, ice cream, and
gourmet food.

Analysis

Upon reading the areas of the indirect and direct competitors of Beyond the
Bean, I noticed that they are very different in many aspects such as food, drinks,
leisure activities, and services. Firstly, the competitors are large and very known in
many locations. Secondly, Beyond the Bean has its unique idea of how the customers
will enjoy their services and that is the board games. Since the target audience or
customers of this business are mostly teenagers, I think this would be a great
advantage to the taste of the customers. Similarly, not only the teenagers would
benefit a lot from it but also those individuals who really love to play board games and
those who want to relax with. However, it always depends on what would satisfy their
taste for relaxation. Lastly, how Beyond the Bean did not offer Wi-fi availability in
their business. According to the owner, this is just something that can discourage the
sense of social interaction of everyone. I might agree with this because the tendency
of the customers is just to focus on their gadgets instead of enjoying the moment that
they are in the location. On the other hand, it may reduce the number of clients
especially their competitors are offering free Wi-fi access. As we all know people
nowadays are living in the modern world. This means that their gadgets are mean to
them.

2. Where does the opportunity lie for the company? What distinguishes
Beyond the Bean? How is it different?
 Beyond the Bean has a unique business idea wherein it includes board
games at affordable prices. It is a cheap alternative to other night-out options.
There is no other café that has board games in the area. There are varieties of
drinks, coffee, and food. Also, the idea has high growth in the industry. “Beyond
the Bean” will differentiate itself by not providing Wi-Fi, because of the idea that
Wi-Fi discouraged social interaction. Basically, we know the fact that customers
are always after the quality services that the business can provide.

The concept of the business was brought by the general public which they
found on a similar business concept succeeding in Toronto. Here, it offers a new
type of entertainment. The opportunities that lie for the company are the following:

 Specialty coffee and board games industry are growing

 Success of similar business concepts
 Students are willing to spend money on socialization.
 There is no similar business in London.

3. The case identifies potential market segments. Make a table and further
describe each in demographic, geographic, psychographic, and
behavioral terms.

SEGMENTS DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

-approximately -located in -socialization with -good opportunity
30,000 Northwest friends to inexpensively
undergraduate London socialize with
and graduate -alternative to bars friends.
students
Western
-do not have cars
University
- 4,500 first-year and preferably
Students
students use public
transportation or
-out-of-province walk.
and international
students
Fanshawe -15, 000 full-time -established in -enjoyed a night -socialization
 students enrolled 1962 out that did not
include alcohol and
-located in bars - the presence of
Northeast Fanshawe
London students are
highly seasonal
College Students -10 km away due to many
from Western’s students are
campus living in London
from May to
August.

-20,000 -Located in the -interested in social -socialization

highschool city interaction while
students aging 14 playing board -restricted to visit

and 19 games the café at night

Highschool
due to
Students
-lived with their homework, part-
parents time jobs, and
parent-imposed
-worked part-time curfews
-approximately -lived in London -the group are -social interaction
15,000 young interested in coffee with the group
professionals
aging between 25 - young

to 35 years professionals
Young
generally
Professionals
-well-educated provid4e their
with a higher own
disposable transportation
income relative to and lived year-
others their age. round in the city.
 4. Make a recommendation on which market they should pursue.  Your
recommendation must be supported by your analysis. 

Beyond the Bean is mainly focusing on people between the ages of 15

and 34 years. The company has a target market of four different segments:
Western University students, Fanshawe College students, high school
students, and young professionals. However, I want to recommend Western
University and Fanshawe College as the primary target market because it is
close to both schools which makes it easier for them to reach the company.
They are most likely interested in both drinking coffee and playing board
games.

Based on the case, Western University has approximately 30,000

students enrolled and almost 4500 first-year students enrolling every year. The
students like to socialize with friends outside of the school campus for a
reasonable price and an alternative from their usual bars. Most students do not
own a car. Since it is near the University, they either walk or use public
transportation. Also, most of them live in the university area, so Beyond the
Bean has to be at a close distance from the university.

Moreover, it stated in the case that Fanshawe students have similar

characteristics to those from Western. The students here also enjoy an
evening out without alcohol. Fanshawe enrolled over 15,000 full-time students.
Fanshawe is around 10 kilometers away from Western University and the
proposed Richmond Row location of Beyond the Bean. The good thing about
the business is that there is no other company that offers a combination of
being able to rent board games and have a cup of coffee at the same time in
this area.

5. Design a marketing mix for your recommended target market.

1. PRODUCT
 a. Beyond the Bean wants to offer to its potential customers a good cup of
gourmet coffee while playing a fun board game.
b. Beyond the Bean is not going to offer Wi-Fi to its customers to stimulate
more socializing between others.
c. The company has also decided not to sell alcohol to eliminate extra
costs and to differentiate itself from the other bars in the area. Also, it
may cause misbehaving customers.
2. PRICE
a. The pricing of the coffee would have to be comparable with the coffee
shops which ranges between $1.75 to $4.00.
b. Beyond the Bean is going to charge the customers $8.00 an hour for
one table with a maximum of 6 players. This way potential customers
might come with larger groups to divide the costs among each other.
3. PROMOTION
a. Beyond the Bean wants to spend $6.000 on marketing but is not yet
sure how to promote the company yet.
b. Beyond the Bean is also planning on developing a website and a
Facebook page. Since Peck has technical abilities, she can create the
website by herself. In that way, they can save more.
4. PLACE
a. There is not yet a location decided, but Beyond the Bean's location will
be in the area of Richmond Row, which is close to Western University
and Fanshawe College.
5. PEOPLE
a. The best target group to focus on is the group of Fanshawe College and
Western University students. This group has been chosen because of its
large size and this particular target group will respond best to the
board’s game café, compared to other groups. College and University
Students are the best target group because Beyond the Bean can
operate from a location, located approximately 5 km from both Western
and Fanshawe. From the 50 000 students, from both colleges, there will
 always be people who have some spare time. For example, students
often have in-between hours, which provide them with spare time.
Regarding the spare time topic, young professionals will most likely
have no time to visit the time-consuming board game café during day
time. This is also one of the reasons why there has been decided to not
focus on young professionals. The average high school student has time
to visit the café, but many of these students are reliable for
transportation. While college and university students mostly travel with
public transportation free of charge. The Bean sees this group as the
one to target, since this group:
i. Is large in quantity.
ii. Has some spending money.
iii. Is in the right age sector to appreciate coffee menus.
iv. The board game café provides the right form of amusement for a
large target who has to study a lot and who favors relieving some
stress from time to time with a fun board game and a tasteful
beverage on the side.

Conclusions:

Beyond the Bean is not just offering food and drink that will satisfy your
stomach, but also it will give you time to relax and bond with your friends.

Since the target market of Beyond the Bean is probably students, it is a great
advantage that social media will use to come into its corporate world. This is the
easiest, fastest and cheapest way to get in touch with your audience or let us say
their target market. Also, that one is a very interactive promotion and a trend
nowadays.

Based on the case, Beyond the Bean will not add alcoholic beverages to their
menu. It is because their target market is ranging the age between 15 to 34 years.
There is also a law that sets the minimum legal drinking age at 18. Drinking alcoholic
beverages beyond one's capacity to the point of intoxication is a risky behavior in
which most young people get involved at some time.

References:

Annie Kwok posts about Beyond the Bean in prezi.com (https://prezi.com/pvjuu-

ofpqiv/beyond-the-bean/ )

Jasmine Chi posts about Beyond the Bean in prezi.com

(https://prezi.com/iry-2loflua_/beyond-the-bean/

Marketing Plan “Beyond the Bean”. (2018, Mar 12). (https://phdessay.com/marketing-

plan-beyond-the-bean/)