HAMPSTEAD NORREYS COMMUNITY SHOP Coffee Shop Proposal 2014

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1 HAMPSTEAD NORREYS COMMUNITY SHOP Coffee Shop Proposal 2014 HNCS current refreshment facilities do not meet customer demand or current customer refreshment purchase trends. Market Research (Allegra 2012) Main reasons for visiting a coffee shop (2012) Location 33% Quality of Coffee 33% Average spend in coffee shop % of customers buy food with coffee Top 5 customer reasons given were: Location & look Atmosphere music & temp Quality of product and value Friendliness & speed of service Motivated and well trained staff. One in 5 people visit a coffee shop daily Coffee shop people drink average of 3 cups per week Best selling coffee is latte Profit margins average 93% TARGET MARKET 1. To target existing customers in order to add value to their shopping experience. 2. To encourage new, local customers into the shop, including Affluent local residents families, retired and professional Low income residents Mothers & baby groups OAP Local Clubs & Associations Local businesses Catchment school parents 3. Target passing cyclist, walkers and local tourist trade 4. Encourage local business staff and visiting trades 5. Teenagers & children

2 CUSTOMER EXPERIENCE Aim: create an easy to understand and pleasurable customer experience. The customer journey through the shop and onto the refreshment area must be intuitive and easy to follow. No staff prompts required. A natural flow. 1. Located within the shop to create relaxing atmosphere. Open views of ancient courtyard, farm and village life. 2. Wifi available for customer use to encourage use by local businesses and individuals. 3. Quality products sourced from local suppliers and made with fresh, or organic, products. 4. Seating & fixtures to be in keeping with rural community shop. 5. Clean seating and kitchen environment. Volunteer staff to clean regularly. 6. Happy staff have a major impact. Highly engaged to every customer. 7. Professional, fast & knowledgeable staff service from till to table. Our coffee Shop proposition fits into the current market demand for quality, local product and excellent service, as currently offered in the shop. We will be offering competitive costs with a fast take away service. Offering Phase 1 In house or take away Consider: Quality Coffee expresso, latte, regular. Semi skimmed milk. Flavours Caramel & Vanilla. Chocolate sprinkles, cinnamon, Sugar & sweeteners. Selection of Teas. Breakfast, Earl Grey, Peppermint, Camomile and fruit specialist local supplier? Hot Chocolate. Cadbury. Marshmallows, Chocolate sprinkles. Fruit Juice Village Apple or local supplier children s squash back office fridge Water Simple home baked cakes local suppliers Biscuits & pastry local suppliers Savoury patisserie local suppliers Vegetarian Vegan Organic Fat free Gluten free Offering Phase 2 Above, plus Seasonal, fresh Juice bar choice excess fruit and veg from shop Seasonal, fresh locally sourced home made Soup & Bakery offering local suppliers Toasted sandwiches/panini local meats and cheeses

3 Why should people visit your shop? What makes you special? Hampstead Norreys Community Shop is owned & run by the resident community, giving added motivation to its success. The shop currently enjoys a strong and vibrant community feel and its products and services cater for a wide ranging customer base successfully. Our Community shop has, in only three years, become a vital part of the fabric of village life we can build on this success. The location in the centre of the village makes it convenient to older residents, and also to the younger resident families and their children. Many residents currently enjoy the shop experience in order to meet up with the local community. Currently seating space is limited to six seats inside and seating on the picnic tables outside in fine weather a dedicated coffee shop area will have year round appeal and greater flexibility. The shops location is close to local bus routes, village playing fields, village walking paths, village Church and the village School it also enjoys a strong use of its village roads for countywide cycle groups and walkers, particularly at weekends. These can all be targeted for new customers. Ideal location to develop further the meeting point potential by offering a strong coffee shop proposition with quality, local product and excellent service. Offering all products at competitive cost. The location and motivated, quality service that s currently offered in store, will give us the edge over competitors. CUSTOMER MANAGEMENT Offer simple, high quality local seasonal products with quality coffee and service. Staff training and knowledge about the coffee, cake and shop products. Clean shop environment Happy, motivated trained staff Speed of service Complaint procedure

4 To get customers into the shop and coffee shop area 1. Add interest for longer browsing time. Turn browsing time into purchase time 2. Use coffee shop area as added shop window to highlight shop products 3. Be able to view the sensory store products from coffee area, especially fresh produce 4. Use coffee shop area for special events and promotions furniture for dual use 5. Promotional events in coffee area during quieter periods, e.g. coffee tastings, product samples, Bio literature on local suppliers, wine tastings, weekly demonstrations by suppliers 6. Increase local area and local services information for added browsing interest create vital information point for community 7. Involve local clubs, school display area seasonal 8. Comfortable furniture for longevity of stay = sales! 9. Motivate volunteers incentives 10. Leaflet residents, business, schools, clubs 11. Promote health aspects of offering 12. Promote shop local message, environment, suppliers 13. Use local newsletter editorial to promote events, product information and coffee shop progress (inclusive) 14. Social Media fast moving prompts 15. Website page of coffee shop offering, hours and costs 16. Local PR on proposition on offer use other village newsletters and links to their websites 17. Word of mouth 18. Research success & customer feedback use results 19. Great shop front with continual changing displays 20. Flyer promotion offer free coffee with purchase over a certain amount 21. Coffee & food purchase = free child drinks 22. Competitions for seasonal menu and drink ideas POSSIBLE STRENGTHS Customer demand Location of Shop Atmosphere of shop & vista Convenient to all local Community Create a stronger village hub for gathering & for greater flow of village information More time spent within the shop environment and potential added value purchases Potential new customers: cyclists, walkers, groups, local businesses, village events, passing trade. Including Downs catchment Parking for bikes, cars and dogs Motivated happy staff Quality fresh products cakes biscuits Local /fresh product supplier knowledge Profit back into community POSSIBLE WEAKNESS Too much for staffing level, seating and parking Space available Visibility Atmosphere of shop when no coffee customers Parking cars Chat not spend More staffing Irregular timings Limited Training of new staff Sufficient supply Training Lack of information

5 COMPETITORS Name Size of shop Cafe Yattendon Village Store Similar to HNCS but less well stocked Yes, but at back of shop and not inviting The Rainforest Restaurant None Catering for mass market? Bucklebury Coffee Shop None High end, different target audience East Ilsley None N/A Hermitage Post Office Smaller than HNCS but None Stores with a post office Compton Similar to HNCS but None less well stocked Bradfield Southend Similar None Community Shop Casey Fields Farm Shop Larger, farm shop Yes, but at back of the shop and not inviting Hermitage Garden Centre None Lower end, different target audience MONITOR & ANALYZE Monitor the usage of the coffee shop space: Peak times Slow times Dead times! Plan ahead for slow times and dead times add tastings, samples or added interest into area with POS and displays.