IV. Customer Analysis
This Section's Contents
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Demographic Profile of Target Market
[Company Name] currently serves the community as both a premium coffee destination and a community gathering space. Customers are primarily those with discretionary income who have a desire to increase their knowledge of freshly-brewed coffee beans and experience the flavors of coffee produced.
Additionally, most of our customers are deeply committed to organic food production, which dovetails with the certified organic coffee served at [Company Name]. The coffee beans are harvested through sustainable methods so the farms are not harmed by the processes used, which is another reason our customers are loyal to our business.
The area we serve has several neighborhoods that are built to encourage walking to our location in the “village-like” community hub. Schools, churches and sports parks are also nearby in the family-friendly community. The “ease of walking” factor has been rated at 82% by independent surveys.
The professionals and executives in our area who gather at our location are typically searching for excellent coffee within a short framework of time. They also look for ease of the process in obtaining their coffee. Toward this end, we have developed a project plan to open an Express Delivery window for auto or walk-up service, where customers can pick up coffee that has been selected, ordered and paid for in advance.
Customer Segmentation
We target the following three customer segments:
- Community residents: Residents of the neighborhoods within a 2 to 3 mile radius.
Most are families with average-to-high income levels and they prefer premium coffee. - Professionals and executives: Over 7,000 potential customers work within a 1 to 2 mile radius. We are specifically targeting customers who seek premium coffee.
- Driving commuters and walk-up customers: We have a project plan to expand express coffee services for drive-by and walk-up service.
