BUSINESS IMPLEMENTATION

of

Inspirational Grounds Coffee Shop

ENDTERM PROJECT-1st sem

ENTMAN

Submitted By:
Andrea Santiago

Submitted to:
Ma’am Joena Balladares

Date Submitted:
January 20,2023
 Strategy and Implementation

Inspirational Grounds uses a strategy of total market service. Our promise is in

our uniqueness in the market and the products we sell, the people we attract, the

atmosphere we create.

We will create an atmosphere that lures the “spiritual seeker.” The “coffee lover” and

others will come because of the quality and the atmosphere. Ultimately, we aren’t selling

either products or coffee. We are selling the experience. We want to be part of the

community, part of their lives, part of the search for meaning.

Strategic Assumptions:

1. Every person is a potential customer and all potential markets experience growth.

2. Marketing to the soft needs of the customer will produce sales of products.

Our uniqueness in the market – Inspirational Grounds will be the only spiritually

centered coffee shop in the Twin Cities metropolitan area which roasts its own beans

daily, sells quality coffee and espresso based beverages, and specialty drinks, along with

inspirational music and books. Inspirational Grounds is upscale, not stuffy. Our

community-based focus will be hard to duplicate, even if products and service are

similar.

Excellent Customer Service – Because competition in the specialty beverage market is

high, Inspirational Grounds will work to ensure that each customer is treated in the same

respectful manner as the next. Technology will play a key role in ensuring that our

customers get that special one-on-one feeling they might experience at a high-end retail

store. Our Point of Sale system will not just ring orders, but keep key data on customers’

previous purchases in the area of freshly roasted coffee. In this manner, sales staff will
 know about the customer’s buying habits and tastes, and will be able to make suggestions

for purchases that will likely result in increased sales and make the customer feel special.

Excellent service in a community focused environment will be a unique undertaking. We

will ensure that Inspirational Grounds is a fun place for people to gather. Inspirational

Grounds will employ the principles that make Seattle’s World Famous Pike Place Fish

Market an invigorating experience for customers. These principles are: Play, Make Their

Day, Be there, and Choose Your Attitude. We will ensure that each employee

understands the fundamentals at the base of any successful service organization.

Quality – We are committed to serving only the best quality beans and beverages.

Moreover, the training the staff receives will ensure that the art of espresso making is

understood. There is more to a good espresso than the beans and the machine. At

Inspirational Grounds, we understand it, and will ensure our customers do as well.

It’s the combination of these three elements that make up the competitive advantage of

Inspirational Grounds.

Marketing Strategy

Inspirational Grounds’ marketing strategy focuses on the key elements of the target

markets’ soft needs, and the focus of the venture.

Soft Needs:

 Spiritual Growth

 A place of belonging

 Learning & communication

Venture Focus:
 On-Site Roasted Coffee

 Community Involvement

Pricing Strategy

Pricing in this industry is very competitive. The price of  freshly brewed coffee and

specialty beverages doesn’t vary by more than a few cents between the corner coffee

shop and the large chains.

The price of roasted coffee beans can vary. Larger chains, having the benefit of volume,

can charge slightly lower prices per pound. Inspirational Grounds will charge a slightly

higher price as our coffees are freshly roasted on-site daily. Inspirational Grounds will

roast its coffee to maximize the flavor of the specific bean. We will also roast coffee

to the customer’s specifications. This strategy of bringing the customer in to the whole

coffee experience, gives the customer an additional service, for which a slightly higher

price will not be deemed excessive.

Promotion Strategy

Inspirational Grounds will use several ways to reach new customers. We will leverage

schools, churches, community organizations, print ad, internet advertising and word of

mouth.

1. Advertising–We’ll be developing our core positioning message: “On-Site Roasted

Coffee, Made to Order.” to differentiate our service from the competition.

2. Postcards— Inspirational Grounds will employ targeted mailings to our 55407

customer base. These postcards will announce Grand Opening Specials.

3. Internet Advertising–As customers come in, they will be asked if they wish to sign

up on our internet mailing list. Special promotions will be available only through Internet

“coupons.”

4. Media–Inspirational Grounds will work with local media on several different “story of

interest” venues. The Homework Happy Hour is one example that would gain media

attention at no cost to Inspirational Grounds.

Sales Strategy

The trained baristas at Inspirational Grounds will handle the sales transactions. To speed

up the customer service, at least two employees will be servicing clients–while one

employee prepares the customer’s order, the other one will take care of the sales

transaction. All sales data logged on the computerized point-of-sale terminal will later be

analyzed for marketing, Cost of Sale, and volume purposes.

In order to build up its client base, Inspirational Grounds will use banners, fliers,

postcards and other advertising, utilize customer referrals and cross-promotions with

other businesses in the community. At the same time, we will use customer retention

programs like drink punch-cards to make sure the customers are coming back and

spending more at the coffee bar.

Sales Forecast

Inspirational Grounds is taking a modest approach to forecasting. Inspirational Grounds

is forecasting an 8% average growth which is in line with industry estimates. With our

unique product and service offerings, along with our aggressive marketing strategies, the

sales forecasts are actually on the conservative side.