The Bottlecap
Strategy and Implementation Summary
The main target audience will be University of Oregon students, therefore, we will principally advertise in the University of Oregon’s Daily Emerald and the Eugene Weekly. We will also advertise on various radio stations.
5.1 Competitive Edge
The Bottlecap will have an edge over the competition due to the large number of specialty beers that will be on tap. The companion website will also give regular customers additional incentive to keep returning to the bar due the ability to vote and influence what beers are on tap as the specialty beers each week. We will also further differentiate ourselves by creating a classy yet laid-back atmosphere that will include a big screen television and a high quality pool table.
5.2 Marketing Strategy
Both advertising and word-of-mouth will play a big part in the success of The Bottlecap. Therefore, we will strive to appeal to both new and old customers with a unique advertising campaign, including a online presence that will allow regulars to vote for which beers will be featured each week, as well as a friendly atmosphere that will keep the customers coming back.
5.3 Sales Forecast
The Bottlecap’s sales forecast was estimated by breaking down each day we are open into hours, and then estimating the number of beers we will sell during those hours. Our starting hours of operation will be 12 p.m.-3 a.m. Saturday, 12 p.m.-12 a.m. Sunday, and 4 p.m.-3 a.m. Wednesday-Friday.
- On average, our numbers for Saturday turned out to be 35 beers an hour.
- On Sunday, we estimated approximately 15 beers an hour.
- Finally, the average for Wednesday-Friday turned out to be 25 beers an hour.
We then estimated that approximately 30% of our sales will be domestic beer, 38% specialty microbrew beer, and 32% local microbrew beer. The unit prices and direct unit costs were based upon the cost of the same type of beers sold at local bars and the cost of kegs from local distributors. These numbers could drastically shift either way depending upon location, market saturation, and the customer base.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Unit Sales | |||
| Specialty Microbrewed Beer | 50,381 | 55,419 | 60,961 |
| Normal Microbrewed Beer | 42,426 | 46,668 | 51,335 |
| Domestic Beer | 39,775 | 43,752 | 48,127 |
| Other | 0 | 0 | 0 |
| Total Unit Sales | 132,583 | 145,839 | 160,423 |
| Unit Prices | Year 1 | Year 2 | Year 3 |
| Specialty Microbrewed Beer | $3.25 | $3.25 | $3.50 |
| Normal Microbrewed Beer | $3.00 | $3.00 | $3.25 |
| Domestic Beer | $2.50 | $2.50 | $2.75 |
| Other | $0.00 | $0.00 | $0.00 |
| Sales | |||
| Specialty Microbrewed Beer | $163,739 | $180,112 | $213,364 |
| Normal Microbrewed Beer | $127,279 | $140,004 | $166,839 |
| Domestic Beer | $99,437 | $109,380 | $132,349 |
| Other | $0 | $0 | $0 |
| Total Sales | $390,456 | $429,496 | $512,552 |
| Direct Unit Costs | Year 1 | Year 2 | Year 3 |
| Specialty Microbrewed Beer | $0.81 | $0.81 | $0.86 |
| Normal Microbrewed Beer | $0.65 | $0.65 | $0.70 |
| Domestic Beer | $0.48 | $0.48 | $0.53 |
| Other | $0.00 | $0.00 | $0.00 |
| Direct Cost of Sales | |||
| Specialty Microbrewed Beer | $40,809 | $44,889 | $52,426 |
| Normal Microbrewed Beer | $27,577 | $30,334 | $35,935 |
| Domestic Beer | $19,092 | $21,001 | $25,507 |
| Other | $0 | $0 | $0 |
| Subtotal Direct Cost of Sales | $87,478 | $96,225 | $113,868 |
5.4 Milestones
The Bottlecap’s management team has established some basic milestones to keep the business plan priorities in place. Responsibility for implementation falls on the shoulders of Tyler Vogel and Dashiell Lavine. The Milestones table below will be updated as the year progresses using the actual tables. New milestones will be added as the first year of operations commences.
| Milestones | |||||
| Milestone | Start Date | End Date | Budget | Manager | Department |
| Business Plan | 5/1/2001 | 5/30/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Secure Start-up Funding | 6/15/2001 | 7/1/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Site Selection | 7/1/2001 | 7/15/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Architect Designs | 8/1/2001 | 9/1/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Designer Proposal | 8/1/2001 | 9/15/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Technology Design | 8/1/2001 | 9/15/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Year 1 Plan | 9/1/2001 | 10/5/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Personnel Plan | 10/1/2001 | 10/10/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Accounting Plan | 10/1/2001 | 10/5/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Licensing | 12/1/2001 | 12/15/2001 | $1,000 | Tyler Vogel and Dashiell Lavine | Admin |
| Totals | $10,000 | ||||
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