Jolly's Java and Bakery
Execution
Marketing & Sales
Marketing Plan
Our marketing is rooted in the quality of the experience, to generate good word of mouth and repeat visits. That should generate good reviews on Yelp and Google Maps and similar review platforms.
Of course we will pay attention to reviews and work with promotions to encourage reviews without being too blatant about it.
We will also keep an up-to-date Facebook page and Twitter persona with regularly updated content. We will be slow to do promotions over social media, emphasizing useful content instead. Some of that will include community content.
Operations
Locations & Facilities
JJB wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure the stability of the business. In addition, tourist traffic is expected to comprise approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market. JJB will have a storefront that is easily accessible from 2 different highways.
Milestones & Metrics
Milestones Table
Milestone | Due Date | Who’s Responsible | |
---|---|---|---|
Launch Promotion
|
Sept 13, 2018 | Team | |
Social Media Setup
|
Sept 13, 2018 | Team | |
Summer Iced Coffee Promotion
|
Sept 13, 2018 | Team | |
Fall Coffee Specials
|
Oct 15, 2018 | Team |
Key Metrics
Of course, the main metrics are the obvious ones: sales, direct, costs, expenses, and cash flow. But we will also be watching for units, customers, and social media metrics including Facebook likes and Twitter follows.