We plan to grow as shown in the chart below, taken from our sales forecast. Great coffee, pastries, additional options for tea etc, very welcoming atmosphere, good wireless, desk space, comfortable chairs and tables, good pastries, a location close to the university campus. These include Starbucks, Cafe Roma, The UO Bookstore, and other Food service establishments that offer coffee. Java Culture’s direct competitors will be other coffee bars located near the University of Oregon campus. Since gourmet coffee consumption is universal across different income categories and mostly depends on the level of higher education, proximity to the University of Oregon campus will provide access to the targeted customer audience. Our market research shows that these are the customer groups that are most likely to buy gourmet coffee products. Java Culture will focus its marketing activities on reaching the University students and faculty, people working in offices located close to the coffee bar and on sophisticated teenagers.
Java Culture coffee bar is determined to become a daily necessity for local coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, all in one. That is available now near the University of Oregon campus, but too crowded too often, and not the right combination of factors for everybody.
People near the University of Oregon need not just coffee and tea, or pastries and snacks, but also a place to meet comfortably, have a group discussion, or just sit quietly, work, and read.
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