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What is Wine Not?Wine Not is a wine and cocktail bar, located in downtown East Lansing, where you
and your girlfriends can get together and catch up on your favorite reality tv shows!
Design
“It would be cool if there
was kinda feminine/girly
decor. Not like pink and
sparkles, but like classy
and feminine”
Design
Semi-Exclusive
VIP
Communal
Excl
usiv
e
“Semi-exclusive seating sounds awesome haha just meet some new girls and watch Bravo”
How is Wine Not? Unique?
Consumer Competition
● Exclusively wine and cocktail menu
● Feminine themed bar
● Reality TV show viewing
● Semi-exclusive seating
● Appetizers only
Perceptual Map
Full ServiceNight Club
Feminine
Masculine
Buffalo Wild
Wings
Dublin
Harper’s Dusty’s Cellar
Rick’s
Reno’s
Tavern and Tap
American Fifth
Spirits Buddies
Spiral
Who are our customers?● Average age was between 21-23● Majority of our respondents were female● Most respondents were students, but a large portion worked full time
Tactical plan
Wine bottles
Cocktails Glass of Wine
$9-$20
$3-$8
How will we reach our customers?
Launch Plan
Step One12/1 - 1/1Step Two1/2 – 3/1Step Three3/2 – 9/1Step Four
Step One
● Promotions, Brand Reps on Campus
Step Two
● Launch Social Media Pages and Social Media Advertisement
Step Three
● Begin Radio Advertisements for Grand Opening, Launch with Bachelor Event
Sales and Profit Forecast
Wine Not? 2016 2017 2018
Revenue $148,581 $210,712 $291,599
Variable Cost -$62,451 -$46,558 -$64,430
Fixed Costs -$117,240 -$117,240 -$117,240
Profit -$31,110 $46,914 $109,929
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