Coffee and gaming Marketing Plan

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Happy Caterpillar Gaming & Coffee

Marketing Plan Outline

Last Edit: 09/18/2015

Micah Mogler

Company Description

Happy Caterpillar Gaming & Coffee is going to be a coffee shop and

competitive and casual gaming lounge. This business would feature a split

level property, the main level featuring an eccentric coffee shop. The main

level would consist of a coffee bar that housed all necessary brewing

equipment, ovens, a prep table, and a bar for patrons to sit at. Besides a

coffee bar, there would be booths and tables for patrons to sit at. Besides

offering a social atmosphere for patrons to socialize in, there would be the

ability to check out a board game or table top games. The last aspect of the

coffee shop would be a few bookcases with different novels and books for

customers to read while at the coffee shop.

The other half of Happy Caterpillar is the gaming lounge. This gaming

lounge would ideally be located under the coffee shop in the basement floor.

This would allow for a separation between two atmospheres and patrons to

purchase beverages before heading down to the gaming lounge. The gaming

portion of the business would consist of 30 PC stations, 1-2 Xbox One

stations, 1-2 PS4 stations, and 1-2 N64 and Gamecube stations. The PC

machines would contain popular games such as League of Legends, Dota2,

CS:GO, Hearthstone, Call of Duty, and many others. Happy Caterpillar

would host weekly tournaments for a variety of games, offering cash prizes

and other prizes to winners. The gaming portion of Happy Caterpillar creates

a social environment for gamers to get together and play games, meet new

friends in their area, and participate in Local Area Network (LAN)

tournaments for prizes.

Strategic Focus and Goal

1. Mission – The Mission of Happy Caterpillar Coffee & Gaming is to

create social environment for patrons and offer premium coffee and

non-coffee drinks. Happy Caterpillar also seeks to offer a premier place

for gamers and game enthusiasts to gather for competitive play and

social gaming, on both state-of-the-art and classic systems.

2. Goals (Non-Financial and Financial) –

1. To offer a unique environment for patrons to be able to gather

together, socialize, and participate in casual gaming, tournaments,

and other events.

2. To establish personal relationships with patrons, utilizing the

platform that a gaming and coffee shop allows to help influence and

create a better community, sharing the Gospel of Jesus with them.

3. To partner with community members, dealing in fair trade coffee,

and working with community members to create a Co-op

environment.

4. To pay off all monthly costs and generate a profit that would allow

for 40% of start-up costs to be paid off after the first year of

operation.

5. To be debt free after 3 years of operation and generating at least

$40,000 of profit, per year.

3. Core Competency and Sustainable Competitive Advantages –

1. Happy Caterpillar would be the only gaming lounge in the Twin

Cities area. This would make it a unique business, with an inherent

competitive advantage.

2. Happy Caterpillar offers an environment for gamers to come and

socialize while playing their favorite games on state-of-the-art

equipment. It offers a social environment that gamers cannot get

anywhere else, with equipment, events, or resources that Happy

Caterpillar can exclusively offer.

3. There are different clubs and societies (usually within the

surrounding Universities) that organize private or smaller game

tournaments, but Happy Caterpillar would offer tournaments and

events for all.

4. Happy Caterpillar would offer a social environment for patrons to