Strengths
The creator and owner, Carl Bruckner, while not indicating any previous experience in the industry, has taken an innovative approach to marketing a widely consumed beverage. Recognizing that coffee has a predictably consistent sales model but is lacking in a unique presentation and marketing angle, he has created a way to draw people in who might otherwise drink coffee at home, at work or at school, while having the same convenience of internet that his business offers.
The business plan is laid out in a flow that reads well and provides a logical progression. From an in-depth perspective as to what is lacking in Eugene concerning coffee shops to the various strategies the business intends to sell and market its product and on to the basis for the plan – the financial details, Mr. Bruckner presents a well developed business model. The research includes statistics that point to his target market, that in turn help develop anticipated earnings.
As the founder states, Eugene does not have any business operating such as this. He understands the composition of the customers that frequent establishments such as coffee shops and their need for a place to catch up on email, do some research for school or just browse the net. An internet coffee shop, as Mr. Bruckner has identified allows for individuals to visit the store with more reason to stay, if not meeting others.
The business plan clearly and rightly states that both coffee and the internet appeal to a large market, specifically the 18-50 year old age group. Within that market he has targeted those without laptops and provides computers, to those lacking in internet or computer skills he offers classes and to the power internet user, high-speed internet and office services like printing a ...