Cafe Bistro Coffeehouse Business Plan

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The Watertower Cafe

Execution

Marketing & Sales

Marketing Plan

 Our food, beverage, newspaper/magazine, and entertainment products must first sell themselves through word of mouth.

We plan on running a social media campaign. We will be running a Twitter Facebook and Instagram campaign. We want our clients to let us know their favorite dishes and drinks. We will also encourage our customers to share positive reviews with each other and will address any negative reviews we see. We always want to make our service and our dishes better. 

Next, the packaging of The Watertower’s concept and external messages have to fit our positioning. We offer an upscale feel without a required "pinch" in your wallet. We then communicate this through the free weekly media (Creative Loafing,Southern Voice, and others), radio advertising on particular jazz, acid-jazz, Latin, and dance-oriented music shows, and traditional public radio sponsorships.

Through establishing relationships with the concierges of the local hotels and with the Atlanta Convention and Visitors Bureau, we will then attempt to create opportunities for visitors to the city to look forward to experiencing The Watertower.

Sales Plan

The first category of our sales strategy is to establish and maintain a position with our primary constituents: intown Atlanta residents within a 4 mile radius of The Watertower’s location. We will depend upon keeping these people happy with our food and beverage products and entertainment options.

Our second strategy is to utilize the downtown hotel/convention business through developing and maintaining close relationships with the planners of upcoming conventions and their respective attendees in order to create a "private function/party" option for corporations visiting Atlanta during the early part of the week, as well as encouraging individual visits by conventioneers later in the week. This strategy will also target the many hotel concierges who are available to promote dining options located within two miles of downtown hotel venues.

Our third strategy targets the more than 500,000 visitors to the Martin Luther King National Historic Site. This segment provides mainly lunch business.

Fourth, the restaurant will target sales to downtown and midtown businesses (particularly law firms) for regular business lunch and dinner entertaining.

Operations

Locations & Facilities

The Watertower will be located in a newly renovated facility designed by the architectural firm of Richard Rauh & Associates, Atlanta, GA.

The facility will be divided equally between the cafe/restaurant function and the coffeehouse/entertainment function. The restaurant will feature dining room seating for approximately 100 patrons and flexible indoor/outdoor patio seating for an additional 40 patrons. The cafe/coffeehouse will provide a full-service dine-in and carry-out coffee-based beverages, as well as a dessert bar. The coffeehouse/cafe portion of the business will also contain a full-service bar, a small entertainment stage, and niche magazines and newspapers available for purchase. The coffeehouse will maintain ample indoor/outdoor seating under a covered patio space shared with the restaurant.

The facility’s perimeter will feature a simple garden and bocci courts which will provide comfortable waiting areas during the warm weather months.

Finally, an historic 200+ foot watertower forms the centerpiece of the grounds immediately adjacent to the proposed business. This watertower, constructed in 1906, features extraordinary cathedral-like interior space. It is our hope that our construction plans will support dramatic lighting of the tower after sundown, creating a rather visible nighttime landmark for northeast Atlanta.

Technology

The Watertower logo is protected by federal trademark laws. All of our menu creations will not necessarily have the same protections, however, when possible, popular "trade-names" will be protected. The business of The Watertower is not dependent upon process technology or patentable inventions.

Milestones & Metrics

Milestones Table

Milestone Due Date
Opening Day
Jan 03, 2020
Soft opening
Jan 16, 2020
Grand opening
Jan 30, 2020
Legal Research
June 13, 2020
Purchasing Research
July 11, 2020
Entertainment Research
July 25, 2020
Marketing Plan
Aug 08, 2020
Equipment Installation
Aug 29, 2020
Design Management
Sept 05, 2020
Interior Design
Oct 03, 2020
Begin Construction
Oct 20, 2020
Leasehold Buildout
Nov 07, 2020
Fixture Table Constructions
Dec 05, 2020

Milestones Table

Milestone Due Date
Opening Day
Jan 03, 2020
Soft opening
Jan 16, 2020
Grand opening
Jan 30, 2020
Legal Research
June 13, 2020
Purchasing Research
July 11, 2020
Entertainment Research
July 25, 2020
Marketing Plan
Aug 08, 2020
Equipment Installation
Aug 29, 2020
Design Management
Sept 05, 2020
Interior Design
Oct 03, 2020
Begin Construction
Oct 20, 2020
Leasehold Buildout
Nov 07, 2020
Fixture Table Constructions
Dec 05, 2020
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