Andre Brown

 LOAD & GO COFFEE SHOP

The best way to go out of business is to attempt to be all things to all people. Not everyone can or

will be your customer, but there should still be enough market for you to survive in.

I will identify which consumers will best fit my business by using Demographic Segmentation. 

Demographic Segmentation is dividing consumers into groups based on selected

demographics, so that different groups can be treated differently.

HOW TO CONSIDER YOUR SEGMENT MARKET

DEMOGRAPHIC SEGMENTATION

·         Primary target market is men and women aged 25 to 40.

·         Load & Go Coffee Shop appeal to this consumer age group through hip, contemporary design

·         Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. 

ADULTS

·         Young adults, aged 18 to 24·         Load & Go Coffee Shop can be a place where college students can hang out, study, write term papers and meet

people.Kids and Teens

·         Customers age 13 to 17·         Most items for kids will be purchased by the parents.·         Like Starbucks’ baristas or “babyccinos,” Load & Go

can produce something similar to the sugary, whipped cream topped coffee drinks that are so popular with teenagers

 

YOUNG ADULTS

·         Local Marketing- Tailoring brands and promotions to the

needs and wants of local customer groups- Cities,

neighborhoods, & even specific stores

WHAT MARKET SEGMENT ARE YOU GOING TO TARGET?

DIFFERENTIATION AND POSITIONING

Many ask how I’m going to differentiate my Load & Go Coffee Shop from the competition. I plan to follow 4 normal

but different steps: • 1. Choose Core Values and do them better than anybody

that are there to do it. • 2: I will Innovate and keep moving onto what’s next and

continuously planning better. • 3. Unlike other competitors I will be the one to last

because of my Patience.• 4. Coffee will be bought at a Manageable Price. 

COMPETITIVE POSITIONING

Competitive Positioning• It is about defining how you’ll “differentiate” your

offering and create value for your market. • I will do what normal competitors do and make this

business about carving out a spot in the competitive landscape and being known for a certain “something”

that my business has.

Load & Go Coffee Shop will be successful because of its fast but peaceful environment. Not only will customers get their product fast & pay manageable money, they will be able to

peacefully enjoy their coffee when they are in the establishment by meeting new people, and enjoying the

soft/jazzy music that will be played within the shop.

WHY WILL LOAD & GO BE SO SUCCESSFUL?

• Load & Go’s first coffee shop will be located on Palisades Avenue, Englewood, NJ.

• The Demographics of this location fits my target market because it is local and everyone can easily get to the shop regardless of

transportation. • RENT: $3,300 /Month

• BUILDING SIZE: 4,000 SF• PROPERTY SUB-TYPE: Street Retail

• Mixed use retail building. Space located on 1st floor. Box style retail space, excellent & renovated condition, no basement, back door to municipal parking lot. Glass show windows front (top to bottom) all

brick structure.Business district, highly concentrated retail heavy foot traffic (great

for heavy business).• Two Additional Locations for future shops would be Times Square in

NY & Edgewater, NJ

STORE LOCATION

EQUIPMENT AND SUPPLIES

To start my business there is a few things that I will need at my coffee shop

• Coffee Machines• Cups (Small, Medium, Large)

• Rags/Mops• Milk (2%, Fat free, 1%)

• Bags• Espresso Machine

• Coffee Pots• Gloves• Aprons

& many more that need to be placed within Load & Go Coffee Shop.

Venture Capital• Venture capital is a type of equity financing that addresses the

funding needs of entrepreneurial companies that for reasons of size, assets, and stage of development cannot seek capital from

more traditional sources, such as public markets and banks. Venture capital investments are generally made as cash in

exchange for shares and an active role in the invested company.• Venture capital differs from traditional financing sources in that

venture capital typically:Focuses on young, high-growth companies

Invests equity capital, rather than debtTakes higher risks in exchange for potential higher returnsHas a longer investment horizon than traditional financing

WHERE TO GET FINANCING

CoffeeRegular and Decaf $1.30 $1.40 $1.50

Caffé LatteEspresso & steamed milk $2.30 $2.75 $3.00 

White Chocolate Mocha $3.00 $3.50 $4.00 

Caffé MochaEspresso, cocoa, steamed milk & whipped cream $2.75 $3.20 $4.00

Cappuccino Espresso, steamed & foamed milk $2.55 $3.10 $3.40 

Caramel Macchiato Foamed milk marked with espresso, vanilla & real caramel

$2.80 $3.40 $3.65 

MENU & PRICING

Iced Caffé Latte $2.55 $3.10 $3.50 

Iced Caffé Mocha $2.50 $3.20 $3.75

Gourmet Muffins Chocolate Chip, Blueberry, and Banana Nut $2.50 

CookieLarge, mouth-watering cookiesFlavor selection varies $1.25 

MENU & PRICING

INSIDE

OUTSIDE

FURNITURE

DESIGN

I will not only use a Billboard for promotion, but on opening day I will have a live band play outside the shop to

attract customers to listen and enjoy some java. PROMOTION COST: For a local jazz and acoustic groups,

I could be expected to pay $500-$1000.

ADVERTISING AND PROMOTION