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I. Executive Summary
Introduction: The objective of our project was to figure out a way to target a different generational market
than their original target market. We began our research by going online to find primary and secondary
resources to help us better understand generational marketing. After we collected information, we gave out
surveys to local San Leandro residents. After we examined the survey, we realized that we needed a better
way to advertise what 8Twelve was and how we could target the generational market of the Baby Boomers
who range from the ages 5070. 8Twelve’s weakest generational customer’s are of course, the Baby
Boomers.
Research: Conducting information and collecting research is a major and important part of finding out a
way to target these Baby Boomers. The data we obtained allows us to identify what the business needs in
order to start gaining more customers of the Baby Boomer generation and fulfill the objective.
Secondary Research Primary Research
Articles found online Social Media Statistics Census Bureau Information
Online Surveys Personal Interview with Owner, David
Kuang Observations of the Business Focus groups
This information allowed us to make a conclusion on how we could improve the generational market and
propose our plan.
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Findings: The business has had the strengths through it’s unlimited toppings for it’s drinks, friendly
atmosphere, affordable prices, and helping the community through fundraisers. Another plus about 8Twelve
is that they are the only Tapioca Cafe in Downtown San Leandro that
has an Oriental Market with a variety of Asian snacks, which is found
in their store. While 8Twelve has only been in business for 1 ½ years,
their continuation of serving the community is vital. Receiving more
generational customers, especially in their least amount of Baby
Boomers would be a plus to their already popular business.
Weaknesses that we have found in 8Twelve is that the business lacks
advertisement. 8Twelve is up to date with their cafe atmosphere, but
not so much with their social media, general advertisements and special offers. Their unique Oriental store is
also hidden so not many people know about it.
Proposed Plan: We proposed a plan to help develop an increased amount Baby Boomers as their new
promotional target market. First we did primary research by looking at
Yelp and reading the comments that people had to say about the business,
then we listed the pros and cons of what we thought the business had. To
get even more back up information we sent out emails and printed out
surveys for San Leandro residents to take. After we received results from
the survey we took their advice and made some adjustments. The results
from our Google form helped us find out exactly what we needed to do in
order to have some generational changes.
First of all, many Baby Boomers hadn’t heard of 8Twelve. The idea of having not just social media
advertisements but also newspaper advertisements because most every San Leandro homeowner reads the
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San Leandro Times. On the newspaper we will submit coupons and special offers about 8Twelve. Our next
idea to target the Baby Boomers that have an Asian/ Asian Pacific Islander ethnicity. To make this more
efficient we would like to start having booths at San Leandro Cherry Festivals, Sausage and Sudds Festivals,
and weekly San Leandro Farmer’s Markets. San Leandro is famous for having the best cherries since the
1900’s which makes the event even more popular. The San Leandro Farmer’s Market is also another event
opportunity because it happens every Wednesday and has a high percentage of customers who show up. All
of these events obtain customers of about 14,000+ that actually show up. This is because not only San
Leandro residents show up to these events, but many come from all over the Bay Area.
Proposed Budget: Since we will be improving the generational market of course additional expenses
are required. To develop and launch our Weebly website, we will purchase 11 units for $25.00 per unit with
it being a total of $275.00 to maintain our website. Our use of social media on Facebook,Twitter, and
Instagram will have no charge because its free to post so it will cost $0.00. This will allow us to
advertisement at any moment of the day without having to pay a penny for it. When we send out flyers to the
residents of downtown San Leandro we will be purchasing 1,000 units to be able to get the majority of
downtown residents near 8Twelve. Each flyer costs $0.05 so the initial total will end up being $50.00 for
1,000 flyers. The flyers will be sent out with a person who will walk around the entire around Downtown
district for minimum wage (approximately Our total costs for one year will wind up to be approximately
$465.00.
II.Introduction
A. Description of Business: In 2013 a new and modern Tapioca cafe and Oriental
market was built with a big transformation from the old pottery
shop that it was previously. This was a big hit for San Leandro
because tapioca drinks had started to become a trend everywhere,
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but especially in San Leandro. Before 8Twelve San Leandro only had two Tapioca cafes, which were
Tapioca Express and Quickly’s, both were in far distance from each
other so it wasn’t much competition between the two. What was so
unique about 8Twelve is that it is both an Oriental Market and a cafe
business that provides unique Tapioca drinks and allows you to have
unlimited toppings for your drink along with a variety of flavors, snacks
and Vietnamese sandwiches. Not only do they have sandwiches they
also serve small snacks such as their popcorn chicken, french fries, egg rolls, eggettes, crepes and much
more, which are made freshly to order. From it's grand opening
and even to this day, 8Twelve is a very popular place to hang
out and grab some delicious drinks and food. Whether you’re
grabbing a quick drink or staying to sing some karaoke on their
machine and play some board games, 8Twelve’s service will
never fail to give you outstanding service. 8Twelve has made a
difference on many San Leandro residents through it’s not only
school fundraisers, but regular fundraisers other than schools too.
This Tapioca Cafe has impacted many teenagers because not
only is it more affordable than other Tapioca Cafes in San
Leandro but also has the most friendliest and welcoming atmosphere with the most unique tapioca bar.
8Twelve has shown loyalty towards their customers through their incentives and prizes. For
example, on their
traditional “ 8/12” day
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they sell half priced drinks and half raffle prizes such as iPads, iPods, and gift cards. Not only, do they sell
half priced drinks on “8/12” day but also on select holidays such as Labor Day. Many customers also show
their loyalty through staying true to 8Twelve and
have “converted” to 8Twelve as oppose to the other three Tapioca Cafes, T4, Tapioca Express and
Quickly’s in San Leandro. 8Twelve is most popular for having the most affordable tapioca drink in San
Leandro with it’s great quality unlimited toppings. Besides the great quality of drinks they have, their
customer service is also what wins the competition.
In terms of atmosphere, when you walk into 8Twelve the first thing the employees do is greet you to
make sure you’re comfortable with the everything. They also have free wifi available to all customers. One
of the key factors to 8Twelve is how they designed their atmosphere with it’s modern take on furniture and
technology which allows it to target mainly teens and early adults, therefore losing it’s appeal towards Baby
Boomers. At 8Twelve they also offer a reward stamp card that you can get stamped after every visit and
once you reach your tenth drink you can receive a free drink of your choice at any size. If you aren’t so sure
about a certain flavor or food, employees will be sure to give you a quick sample to make sure you are
satisfied. A plus about their Oriental market is that they have a wide variety of Asian snacks, candies and
drinks that can't be found anywhere else in Downtown San
Leandro. 8Twelve is open Monday through Sunday from
11:00AM10:00PM. 8Twelve's late hours are plus,
considering none of the other Tapioca Cafes in San
Leandro stay open this late along with other stores in the
city. This is a strong competitive advantage over most
businesses in the area, while most of them will end as early
as 8:00 PM, 8Twelve remains completely open and in service.
B. Description of the community
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Geographic:
In the city of San Leandro as of 2013 there is an estimate of
over 88,000 people.
8Twelve is located in the heart of the east bay. The Bay Area
as a whole holds a strong community with lots of shoppers and
food lovers. This gives 8Twelve a huge opportunity to sell
what they offer to a wide variety of people.
Socioeconomic:The community of where 8Twelve lives in is very peaceful and full with
life.Historically San Leandro is known as a Portuguese city but is now one of the most
diverse cities. In the 1800s and early 1900s San Leandro was extremely popular for its
delicious
and abundant cherry harvest.
San Leandro's weather also
makes it a great place for
outdoor recreation. Since it
has an average temperature of
62 degrees and average
rainfall of 19 inches per year,
outdoor activity at any one of
the many City parks is possible all year round. Plus there are many small businesses owned in the area that
all sell different things like a Bike Store, Markets, Small Restaurants and much more. Although all
neighborhoods may show how each are unique and different in San Leandro, the people in this area are very
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involved with the community. The ages in this scatter everywhere to every age group there is. And since
there are a few local schools in the area, 8Twelve is a very popular place to stop at to get a quick snack.
Demographics: The community of San Leandro consists of many ethnicities and ages that.
San Leandro is one of the most diverse cities that are in the Bay Area. WIth an estimate of
88,000 people of those residents 48% are male and 52% are female. The racial diversity this
city holds is very strong. White residents being 37.6% of the community, Asian/Pacific Islanders are 30.5%,
almost tieing up with the Hispanic/Latinos being 27.4%. And with AfricanAmericans are at 12.3%, and
other races at 13%. A popular business that supplies affordable food with a comfy feeling is a win win for
everyone that comes into this store! Overall what this store brings is the community coming altogether, from
different ages, ethnicities and much more, this store unifies it all. People who are having a down day can
simply come and become satisfied from their service in an instant from their freshly made milk tea, to their
home made vietnamese sandwiches, they serve high quality food.
According to the U.S. Census of 2014, the age and ethnicity breakdowns for San Leandro are:
Age
Under 18 – 22%
1824 – 8.6%
2544 – 27.7%
4564 – 28%
Above 64 – 13.7%
Ethnicity
Caucasian – 37.6%
Asian/Pacific Islander – 30.5%
Hispanic/Latino – 27.4%
AfricanAmerican – 12.3%
American Indian .8%
Other – 13%
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The baby boomer generation of Asia those born in the 70’s and 80’s
takes over from their parents, and will be the wealthiest, longest living,
most mobile generation this part of the world has seen in a
millennium.These baby boomers will do for this region what the
postwar generation did for the US, Europe and Japan. They will
redefine social and work norms, and will produce consumer products
and services that might be completely alien to western companies.
Their consumption patterns are changing, lead by increased
disposable income and a younger generation eating more protein and
packaged foods. They will buy baby foods, speciality foods organic,
lactose free, gluten free and more and will patronize brands that help
them define their own unique image in a changing society.
C. Overview of the business or organization’s current target market
8Twelve has currently been serving business for about 1 ½ years
and has seen their business expand through the many new
customers they receive from many other cities. Their current
target market are teenagers and early adults from average ages
ranging from 1525. Tapioca drinks have become such a popular
trend throughout the Bay Area among teens, that its impossible to
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not have at least an idea of what a tapioca drink is. Tapioca drinks have always been seen as something odd,
considering the little tiny brown tapioca balls at the bottom of the drink. If you’re someone that has an Asian
background you’ll know exactly what this treat is, as for the people who think these Tapioca balls are nasty,
you’re in for a surprise. Tapioca balls are made out of starch from a cassava plant, this type of starch is
completely different from corn starch because it freezes well and can be reboiled and also maintain it’s jelly
texture.
Tapioca cafe’s mainly target teens ranging from the age of 13and above. They don’t only target
teens, but they are their main current consumers. Recently, many children and adults have tried tapioca
drinks and they have become a recent trend. In the past, many people thought that tapioca pearls were
disgusting due to the way they looked. Why does something as small as Tapioca pearls matter to the target
market? Well this is because research from the U.S Census Bureau explains that many Baby Boomers are
known for being afraid of trying new or odd things that they’re not used to. Due to the
looks of the Tapioca pearls it makes the Baby Boomers not want to try it because they’re
either afraid of what its made of and what it can do to them or they’re just plain scared of
trying new things. This is why we want to change things up and have them as our new
target market, we want to show them that Tapioca drinks are not all that bad and could potentially end up
loving them and become a regular at 8Twelve. By create advertisements that are more Baby Boomer
friendly, we are creating a way to reach out to these people who are either afraid of Tapioca drinks or don’t
even know it exists.
Target Market Summary
Demographics: Geographics:
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Baby Boomer ages 5070 who is looking for
a place to buy affordable Tapioca Drinks
Baby Boomer who is in the downtown San
Leandro,Hayward, Castro Valley, Oakland
area
Psychographics:
Needs a place with friendly atmosphere and
good service
Wants Quick service and tasty snacks
Other Important Information:
Be willing to pay $2.005.00 for drinks
Within the 1 ½ years that 8Twelve has been serving business they have been completely successful with
their original target market of teenagers, but what they lack are the attention of the Baby Boomers. With the
Baby Boomer’s coming in this could potentially create a bigger community for 8Twelve and help expand
who they sell to. The changes to help this objective to be completed would obviously be to have more
advertising in a more Baby Boomer friendly way. Most Baby Boomers read the newspaper and hear ads on
the radio so why not use that. Although social media is the best way to create free advertising, not many
Boomers have social media or actually know how to correctly use it. We will still implement the idea of
creating more social media sites for 8Twelve and make sure that they are maintained daily but that won’t be
our main focus considering most boomers won’t be on those sites.
III. Research Methods Used in the Study A.Primary Sources
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“A primary source is a document or physical object which was written or created during the time under
study. These sources were present during an experience or time period and offer an inside view of a
particular event.” 1
Primary sources that were used were personal observations such as, going in to the store and ordering
a drink while analyzing the atmosphere the business carried. Another primary source that was used
were personal interviews about the business and what people who have been here thought of it.
Here are some thoughts people had to say about 8Twelve.
“I love 8Twelve just the way it is. The crepes there are simply amazing.”2
“8Twelve is nice. Their drinks are great, but the fried calamari can be better”3
“They have great deals! The food & drinks are really good, but its hard to find parking.”4
Secondary Sources:
“A secondary source interprets and analyzes primary sources. These sources are one or more steps removed
from the event. Secondary sources may have pictures, quotes or graphics of primary sources in them.”
Here are a few positive reviews from Yelp that 8Twelve has received:
“This place gets 5 stars in my book because of its ability to let groups of people have a good time.
Somehow it accomplishes this without any fancy frills, and that's pretty neat.”5
“This is a wonderful place and I hope they stay in business for a long long time!! Will definitely
come back and bring friends.”6
“It's fairly close to where I live and that's great! I can walk over for a drink and snacks/meal for
an inexpensive price! Also aside from the food services it is a mini market in the back of random
household needs, school supplies, and food!”7
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Initial Observational Survey (Non Invasive)
For the survey we made, we a Google Form asking questions towards
Secondary survey or focus group(s):
Interviews:
Some questions that we would give for the business would be specifically for the employees that work there
and the customers that shop there. A few examples for the employees would be, “what days are the busiest?”,
“what are some of the most popular items?”. Some interview questions for the customer would be, “what do
you enjoy most about 8Twelve?”, “ Is 8Twelve one your favorite places to get food”, “Do you come here a
lot?”.
Sales data
Sales data has not been reviewed from us or the business itself.
B. Process used to conduct the selected research methods
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During the process of researching information about the business we are working on, there is a lot of
things that we encountered. The first thing we did before conducting any major research was create a survey
on google drive asking questions such as “what is your favorite item on the menu?”, “what do you most like
about 8Twelve’s service?”, “how old are you”?”. From these questions we found out we people most enjoy
and how people differ from one another. A lot of people feel differently about what the store offers but each
had favored at least one thing specifically. The next thing we did was go on yelp and see some of the reviews
that people had about 8Twelve. It was a really one sided battle on if it was a good store and people found it
acceptable, or if they hated the overall experience and never wanted to go back to the store.
It was obvious to point out the flaws that the store had so we brainstormed some ideas on how to
improve it that way people wouldn’t have any cons with the business. Some of the improvements we thought
of were to improve and update their social media work, as it is poorly done. Another one would be to
potentially elevate their service in the store, like writing names on drinks so they wouldn’t be confused with
other people. Research online was also very close to being invisible, They have a Facebook page but is never
updated with anything and only have a few pictures uploaded. Primary source information is not available
anywhere. Space is available to improve this business in every area they offer as a store and cafe.
On top of the data we found through surveys we also visited the other two tapioca cafes in San
Leandro. T4, one out of the two tapioca cafe’s in San Leandro, which is approximately 0.08 miles from
8Twelve. T4 is a newly opened cafe located in a plaza. Service at T4 is fair, but they don’t acknowledge you
right away. When you walk into the store they have flat screen tvs as their menus, but they don’t have every
flavor on there. On top of the that, T4 is not very affordable because along with the cost of your drink you
still have to pay an additional $0.50 or more for toppings when you can get unlimited toppings at 8Twelve.
Tapioca Express is the second cafe and is approximately 0.07 miles from 8Twelve. This cafe was one of the
first Tapioca cafes in San Leandro and remained one of the top tapioca cafe hangouts , until 8Twelve and
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T4 were developed. Tapioca Express has poor customer service especially within their employees. For
example, they always seem like its a bother when they take your order, on top of that they don’t welcome
you in or ask you if you need help on what to order. Another con is that in order to use your credit or debit
card if you spend under $10.00, you have to pay an additional $0.50.
IV. Findings and Conclusions of the Study A. Findings of the research study. Primary data findings
The process of finding
primary data was not too hard.
Using googles online services
greatly helped gaining research for
this business. A survey was created
that contained important questions
to have an effective hit.
Interviewing our peers was also a
strategy to help gain information from person to person and how they differentiate. To better the information
we got we also interviewed Asian Pacific Islander baby boomers, who gave us useful information on what
their generations knows and wants.
A google survey was created asking important questions like, “ Have you ever been to 812?”,
“Where are you from?”, “What should they improve on?”, etc. This survey was sent to everyone we knew
that had emails. And with very little time, people responded to our survey with people having answers from
all over the place. With one of Google Forms online options, you are avaliable to look at an analysis of a pie
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chart for all the multiple choice questions that were listed. With great success of the Google Forms survey,
physical versions were printed out so more could answer we questions we had for them.
Secondary data findings
The process of finding secondary data was gone through a lot of online findings. It was easy to go on
a website like Yelp and gather
information that people have
submitted online. The basic
information like Address, what type
of area they’re in (urban, rural, etc),
how prices vary, and a lot more.
There were mixed reviews and how
people either liked certain things or
were just simply in a bad situation
and didn’t enjoy the overall
experience of what it offered. After
scanning and researching secondary
data that people published
information was listed on what pros
this business had and the cons that
kept surfacing with particular people.
It’s easy to say that once you walk
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into this store/cafe, it has a lot of room for potential from where it already stands.
B. Conclusions based on the findings After gathering both Primary and Secondary Research on 812, conclusions were made based upon
the analysis. About ⅓ of the people that completed the survey have never been to this business before with
the majority of people taking it from San Leandro. This shows that there is an area of people who don’t know
what this business is and what it has to offer. Although they may not know what this business is, about the
majority of people who have took the survey know what Snow Bubbles/ Milk tea are, which is the most
popular product they provide and special in. This shows that they contain potential customers that haven’t
been caught any attention of 812 yet. Various marketing strategies can be
simply used to reach these people and hopefully have them purchase
something from the business in the future. The reaction most people have
of this business is that the majority do enjoy what this business has to
offer. And even if someone ends up going there and disliking it, they still
order a treat for themselves. This is also an opportunity that this business
is unaware of and needs to take advantage of. Although someone can visit this place and hate it with their
heart, it’s easy to flip that around to make it an area where it’s enjoyable. Something simple like the
organization of how the drinks are processed for the customer can have an easy fix . The original way of how
the drinks that are produced is where you are given the cup and you have the choice to put toppings in or
simply put it on the counter for the drink to be created. Having the name of the customer and a number on
who ordered first on the cup will greatly increase people to liking the system and coming back. When the
system is disorganized like right now, it brings hate towards the store and disliking what they give to the
customer.
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What does the evidence of each area of data collection show about the company? V. Proposed Strategic Plan A. Objectives and rationale of the proposed plan Objectives
1) Objective: Logo Rationale:
By implementing a logo associated with 8Twelve we will be able to market and reiterate our brand more
effectively. At the moment we feel that that the logo is not doing enough justice and that it isn’t an image
that really “stands out”. Establishing a logo that justifies what this store/cafe offers that is clear and very bold
will attract more customers toward the business,
2) Objective: Increase in community events and improve community interactions.
Rationale:
8Twelve will be more school and community friendly by hosting fundraisers and other events for its
community. Over time, this will develop a sense of community involvement, and will improve 8Twelve’s
reputation as a family and community friendly business.
3) Objective: Creating a new production system of creating the food/drinks
Rationale:
At the moment, 8Twelve has a very sloppy system of creating the food/drinks that people order. A simple
fix for the drink ordering would be to get the buyers name and have a number so this way it isn’t
unorganized. The name would be so that the right person would receive the drink and the number would
have it so it would be created in an order of who purchased things first to last.
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B. Proposed activities and timelines
1. Publicize Locally and Online 2. Create new website, and mission statement 3. Begin consistent updating of social media content 4. Host Holiday Sweater Drive 5. Promotional drinks at retirement homes
Activity #1: Publicize locally and online To increase traffic to the business and maximize the brand efforts,
8Twelve will begin modernizing their business more. This means more customers, and the brand will come
naturally because a brand is the emotion you feel when you hear a company name. More customers also
mean it will have wordofmouth promotions, which in turn will cause a larger presence in the community.
Along with that, the city of San Leandro also has their own Farmers Market every Wednesday starting in
March through October. Using this as a way to sell products here could reach a wide range of new
customers. Publicizing locally includes newspaper ads in San Leandro Times, fliers in Downtown San
Leandro, San Leandro High School, and the Marina Community Center. Online publicizing includes the use
of Google Adsense, Google AdWords, search optimization tools, and social media. Google AdSense has a
“Costperimpression” option, where you can pay every time someone sees your advertisement. This is
useful since we do not necessarily need someone to rent an apartment to build the brand.
Timeline of Activity
Publicizing Locally January 2016: Collect Capital February 2016: Register on Google AdWords/Google AdSense April 2016: Begin Promotions May 2016: Analyze Results Publicizing Online January 2016: Collect Capital February 2016: Create Fliers
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March 2016: Publish on Newspapers May 2016: Analyze Results
Activity #2: Updating the website and mission statement Renters usually move in from different parts of
the country. By updating the website to make it professional but interesting, more traffic will be generated
for the business. The first thing a customer sees is the business logo, basically making the business’ first
impression. A graphic designer will be hired to develop a new logo that makes it loook “catchy” and
“memorable”.
Timeline of Activity
Sweater Drive through San Leandro High School Interact
January 2016: Figure out changes February 2016: Create blueprint April 2016: Make changes May 2016: Finalize changes Mission Statement February 2015: Brainstorm mission statements April 2015: Finalize mission statement
Activity #3: Begin consistent updating of social media accounts
The last actual update from 8Twelve on facebook was back in April 19,
2014. From that point on, there hasn’t been any type of social media
update ever since. This is super inefficient and has no type of value at all.
With how big social media can get, it could be strongly used to gain
attraction towards this business.
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Timeline of Activity
Social Media January 2016: Update twice a month February 2016: Update once a week April 2016: Update 23 times a week May 2016: Keep consistent
Activity #4: Host Sweater Drive
With 8Twelve being a very welcome and neighborly business, giving back to the
community would be a great way to offer back to what the people have given
them. The business will collaborate with organizations such as Interact or Key
Club that are located at the San Leandro High School. By collaborating with these
organizations, there will be tons of charity opportunities for them available. Not
only will this have them grow respect as a business
growing with the community it lives in, but it could
help people who are less fortunate and need things to
comfort them.
Timeline of Activity
Sweater Drive January 2016: Update social media and create fliers with Sweater Drive news February 2016: Begin collecting sweaters April 2016: Continue Collecting May 2016: Update social media on how sweaters have been given and distribute to those in need
Activity #5: Promotion with San Leandro Times Newspaper
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There is an average of 87,000 people in San Leandro, with another average of 3 people per household. And
with the San Leandro Times being the local newspaper, there are all potential consumers
Timeline of Activity
Free Drinks at Retirement Home May 2016: 8Twelve will provide free samples to a retirement home once a month as a community service project. This way we will be joining with the community and also help more Baby Boomers understand what a Tapioca drink is and what is tastes like. As each month passes by we will have brought our Tapioca drinks to the majority of retirement homes in San Leandro which will definitely help us gain more Baby boomer customers.
C. Proposed metrics or key performance indicators to measure plan effectiveness Data will be recorded daily to measure and show that the is growth within the business
itself. Whether it is an application for a smartphone or computer, or even paper. Data
will be recorded on it with all numbers showing which is which and where they came
from. Data will vary as different seasons come and go, and depending on whether
customers will come in on a certain day or not. But for one thing, as the business
grows in social media differences will show and will soon attract more
and more attention.
Once people start to notice that this business is making a buzz,
then more people will be willing to check out what this business actually
has to offer. And with more people liking and purchasing what they have, more data will
keep being added along with money being generated along with it. After the business started to generate
even more money, they could expand into new heights and even have a more broader range of potential
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customers to support the business. With this business collecting important data and generating more money,
they will be taken into further places of business as well.
VI. Proposed Strategic Plan
A. Costs associated with proposed strategies Separate costs by each objective. Include labor, web fees, print fees etc.; How many will it reach? what is the cost per Objective #1: Promote the business to create brand awareness
Activity #1: Publishing locally and online: This event will require a great amount of capital
investment. This event requires money for flyers, Google Adwords, Google AdSense, . Google
Adwords allows you to use costper impression", or CPI which is displayed as how many times
someone will see your business. Along with flyers being sent out to gain local attraction.
Cost Calculation: 1,000 ($00.5 per) flyers $50.00; Labor to send out flyers $10.00 per hour
(Approx. 2 hours )= $20.00; Google Adwords $10.00/day for 1 month; Google Adsense
$10.00/day for 1 month = Estimated $400.00 monthly capital
Total Estimated Cost = $470.00
Objective #2: Updating Website and Modernizing it
For the mission statement, that will cost nothing tangible. For the website, a web developer will need
to be hired to create it. We believe that creating the website should take about 11 hours since they
will be able to work faster due to the ideas already being known and understood. There are also local
students in the area who learn to create websites for an affordable with using website creators like
Weebly.
Cost Calculations: $25.00 / hour x 11 hours = $275.00 for the web developer
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Activity #3: Updating Social Media: Since 8Twelve already has a Facebook page and wifi with
workers that contain smartphones, updating social media accounts holds will be apart of only special
workers who have been working with the business for a long amount of time. Since they will be paid
minimum wage a quarter of their work will be dedicated to updating. Making the pay $2.50 for social
media updates.
Cost Calculations: $2.50/ hour x 1 hour = $2.50
Total Cost = $277.50
Objective #3: Giving back to the community
Things like a sweater or canned food drive is no cost at all. NO COST
San Leandro Retirement Homes will be given 8Twelve drinks (50 Approximately Given Out) to
spread some happiness. Giving back to elders as community service will put a smile on their face and
also make them potential customers for the future. Along with community involvement, 8Twelve
will be apart of having a booth at local San Leandro events such as the Farmers Market, Cherry
Festival, Sausage and Sudds Festival.
Cost Calculations: $1.38 / drink x 50 people = $69.00 Approx.; Labor for 1 hour to serve drinks =
$10.00; $100.00 for booth; and $20.00 for 2 workers to get paid
Total Cost = $199.00
The total cost of all investments for the proposed activities is $946.50
Gain From Investments 1.Promotion Social media and publicity will increase through tentative updates and purchase of website 2.Modernizing Business 50 new views every 2 months, gaining more exposure to the business from existing or potential customers. 3.Giving Back to community 20 new clients in 4 months, Free samples to retirement homes once a month.
VII. BIBLIOGRAPHY
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1.Internet Sites:
The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City"The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City." The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City. ICON Group International, May 2009. Web. May 2009.
Yelp,Reviews/Photos "8Twelve Yelp." Yelp.com. Ed. Yelp. Yelp/8Twelve, 20142015. Web.
Kuang, David. "8Twelve Facebook Photos." Facebook.com. Facebook, 13 Jan. 14. Web. 13 Jan. 14. Gross, Rainer, Fernão Dias De Lima, Cristina Jesus De Freitas, and Ursula Gross. "The Relationships between Selected Anthropometric and Socioeconomic Data in Schoolchildren from Different Social Strata in Rio De Janeiro, Brazil." Revista De Saúde Pública 24.1 (1990): n. pag. Uscensusbureau.com. Web.
City of San Leandro, California Demographics
"City of San Leandro Demographics." City of San Leandro Demographics. N.p., n.d. Web. 15 Jan. 2015. United States Census Bureau State & County Quickfacts San Leandro, California "United States Census Bureau." San Leandro (city) QuickFacts from the US Census Bureau. American Community, n.d. Web. 15 Jan. 2015. .
Narula, Sameer. "Asia's Baby Boomer Generation Takes the Lead." Tech in Asia RSS. Tech Asia, 30 May 2013. Web. 15 Jan. 2015. <https://www.techinasia.com/asiasbabyboomergenerationtakeslead/>.
2.Printed Sources Farese, Lois and Kimbrell, Grady. Marketing Essentials. Woodland Hills, CA: Glencoe/McGrawHill, 2009.Print. McgrawHill. Marketing Research Project Workbook. S.l.: Glencoe McgrawHill School, 2001. Print. 3.Personal Interview Ishmael Rico, Carlo Amarao, and Hanson
4.Consultants Fregosa, Dawn; Marketing and Entrepreneurship Education Focus Groups with students with Academy of Business and Finance
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Ha, VIII. APPENDIX Survey Questions: Google Forms
Google form Responses:
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Letter to 8Twelve Owner:
Interview Questions:
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What are the working hours?
How many employees are there? What are the costs? Who was the original owner? Why was 8Twelve Estate established? Were there any partnerships since its establishment? Why did you choose this location? What is your business model? Or, how do you make profit? Do you have a mission statement? If so please state it. What connection does your business have with the community? Who is your target market? Why?
What is the mission statement?
Is there any other locations?
What connection does the
business have with the
community?
What have been your branding
efforts?
How has business been?
Have there been any obstacles?
Who are your competitors?
What is your market share?
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Sample Website:
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Photos Taken at 8Twelve:
Jodie Antonio and Elon Hufana after conducting research at 8Twelve and doing surveys.
Holiday Sweater drive at 8Twelve
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