For the purpose of this class, I decided to create a
fictional business—I always thought it would be interesting to own a coffee
shop or café:
The Book Worm Café
A café that’s not just about getting your coffee to-go, but
a place to hang-out and talk to others, study or read a book—or just sit
around! Our shop uses only organically grown coffee beans that are traded in a
fair manner. In order to reduce waste, our shop does not use paper or plastic
cups. We also carry a selection of books that customers may read while enjoying
a hot cappuccino or latte.
My target market:
Potential customers may include students studying/hanging
out; people on lunch break; people that just want to relax with friends/family
on the weekends. I think those who would benefit the most would be the younger
among the population—students and younger workers. I don’t think gender, marital
status, race, or religion will be an important factor, however family size,
education, and occupation probably will be. Younger people or couples that do
not have children; college level education; and a professional white collar job
are the most likely customers, in my mind. Older people or couples (retired)
that have extra time on their hands and enjoy book reading may also find this
to be an attractive venue. People who are environmentally-minded will also
probably find this an attractive place to be, however I do not think that this
will be an all-deciding factor. People who just want a quick cup of coffee may
find this place unattractive.
To sum it up then:
Factors
- · Younger people
o
No children
o
White collar
o
College educated
- · Older people
o
Retired
- · Those who enjoy reading books
- · People who enjoy socializing with others or just need a place to unwind
- · People who are environmentally minded, uses/buys organic foods
Non-Factors
- · Gender
- · Race
- · Religion
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