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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