Applied Research Project: The Bean Cup The Bean Cup

Produced and Presented By: Jennifer Chisler Alayna Rodgers Richelle Moore Brittany Fuller Scott Lanning Carl Rochelle

Purpose Statement “To obtain information about The Bean Cup, its customers, and its previous methods of advertising in order to help our group tailor our research to the specific needs of this business.”

Interview Findings Met with owner Chris Carr as a group to discuss current situation and related expectations. Results- – To be recognized for atmosphere, quality products, and excellent customer service. – A majority of the sales are attributed to return customers.

Interview Findings – Numerous types of advertising have been attempted previously with minimal success. – Interested in new types of media and advertising with a concentration on local sources, but open to any ideas. – Desire to increase customer base with no specific age group to target.

Current Status Starbuck’s has three stores in the immediate area. The Bean Cup is located on the AM side of the road but at the back of a strip mall. The Bean Cup will only commit to strategic advertising. There is no desire to flood the market with coupons or special offers.

Primary Research A 17 question survey was offered to customers at random. We had 25 customers complete the survey. The results were compiled and analyzed.

Primary Research An overwhelming number of customers are between the ages of The next closest age group is the 55 and over range.

Primary Research Almost 50% of those surveyed read the newspaper daily.

Primary Research Of important note is that all customers surveyed listen to the radio at some point during the day.

Primary Research A bulk of those surveyed know of The Bean Cup website though not all have visited the website. Over 75% agreed they would like to receive an informational from The Bean Cup.

Secondary Research We sought to find information and articles that would help us with our purpose statement. Numerous articles were diligently researched by the members of the group. Of the 24 articles produced, the field was narrowed to 10.

Secondary Research Several articles were related to independent coffee houses. Some articles were from the restaurant industry. They highlighted the successes of small and large business in the hospitality industry. We were able to find proven successful techniques from advertising, to product, to service.

Recommendations Expand the current positive atmosphere of The Bean Cup. Design, produce and implement a frequent customer discount card. Sponsor a local youth sports collective.

Recommendations Utilize a “Dancing Bean” for promotional advertising. Design, produce and implement an informational brochure for customers. Design, create and deploy an “list-serv” to inform customers.

Conclusion Through collaborative effort we were able to make based, strategic recommendations to the owners of The Bean Cup. We feel that the recommendations, if implemented, should prove successful in increasing the customer base.

If you are ever in the area…..

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