Welcome to the Coffee Shop Sample Business Plan Market Segmentation
Table Of Contents
MARKET ANALYSIS SUMMARY
MARKET SEGMENTATION
TARGET MARKET SEGMENT STRATEGY
INDUSTRY ANALYSIS
THE LOST TREASURE OF ‘ARABICA’ Coffee Shop will focus on two different market segments:
Commuters and Captive Consumers.
To access both of these markets, THE LOST TREASURE OF ‘ARABICA ’has two different delivery systems.
For the commuters, THE LOST TREASURE OF ‘ARABICA’ has the Drive-thru coffee house.
For the captive consumer, THE LOST TREASURE OF ‘ARABICA’ has the Mobile Cafe.
Commuters are defined as any one or more individuals in a motorized vehicle traveling from Pitsburg to San Francisco.
THE LOST TREASURE OF ‘ARABICA’'s greatest concentration will be on commuters heading to or from work,
or those out on their lunch break.
Captive Consumers would include those who are tethered to a campus environment,
or in a restricted entry environment that does not allow free movement to and from.
Examples would include high school and college campuses, where there is limited time between classes,
and corporate campuses where the same time constraints are involved, but regarding meetings and
project deadlines, and special events--such as carnivals, fairs or festivals--
where there is an admission price to enter the gate,
but exiting would mean another admission fee, or where refreshments are an integral part of the festivities.
The table on prevous page reflect the potential numbers of venues available for the Mobile Cafes and
growth could be expected in those markets over the next five years.
For a conservative estimate of the number of Captive Consumers this represents,
multiply the total number of venues in the year by 1,000.
As an example, in the first year, THE LOST TREASURE OF ‘ARABICA’ is showing that there are a total of
2,582 venues at which we might position a Mobile Cafe.
That would equate to a Captive Consumer potential of 2,582,000.
Similarly, there are well over 2,500,000 commuters in the metropolitan area, as well as visitors,
vacationers, and others. It can also be assumed that these commuters do not make only one purchase in a day,
but in many cases, two and even three beverage purchases.
There are over 1,700 corporate facilities that house more than 500 employees,
giving us an additional 1,700,000 prospective customers, or total of 2,582 locations at which
we could place a Mobile Cafe.
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