Concordia College but being student run, allowing current students to use their classroom knowledge in an actual work environment, allowing them to gain valuable work experience and jumpstarting their ability to become responsibly engaged in the world (BREW).

The target market for our coffee shop will be the students of Concordia College, more specifically business students and residents of east complex due to the amount of contact these students will have with the location of the coffee shop.

Based on the hours of operation we laid out that we would need to hire 1 full-time employee and 22 part-time student employees in The Brewsters vertical organization structure. We will have 4 student managers over-seeing the coffee shop and 3 specialized student managers in marketing, accounting, and nutrition and dietetics along with 15 regular student workers.

The Brewster will be similar to its four main competitors on campus for price and products offered, however, The Brewster will distinguish itself by being the coffee vendor that is open latest, has the best atmosphere, and offers the most promotions to its customers. The Brewster will be run by Concordia College students; and being that Concordia students are our largest demographic, The Brewster will be the best in the business for being able to understand what their customers desire.

Our variety of promotions includes daily deals, re-usable mugs, Brewster bucks, punch cards, social media, and ads through c-news and the Concordian.

With the assistance in funding though the Offutt School of Business for the first three years of our business we will be able to purchase equipment and provide the necessary foundations to create a successful business that will serve as both beneficial to student learning and profitable for the school.

Company Description

Concordia College has adopted a focus to have students become responsibly engaged in the world (BREW). This aspect of the curriculum was vital when planning the new Offutt School of Business, so it was decided that a small student-run business would be at the heart of the building giving students the opportunity to apply the skills they learn in class. As the plans were discussed further, a coffee shop became the definitive idea not only for the educational facet, but to add to the social and community feel of the new building.

When deciding on a name for this future coffee shop we thought it was important to include the aspect of BREW in the title because not only did it sum up the reasoning behind the purpose of the coffee shop, but who wouldn’t love to wake up to a cup of BREW every morning? (no pun intended) After discussing several options with staff, family, and friends we had a unanimous vote to name the Offutt School of Business student-run coffee shop, The BREWster. We also, found it crucial to include the intention in the mission statement. Our mission for The BREWster is to provide a friendly, comfortable atmosphere where the customers can receive quality food, drinks and service at a reasonable price while stimulating a learning environment.

The BREWster will target Business staff and students along with students that live in

East complex surrounding the Offutt School of Business. This is a prime location as there is a need on this side of campus. Since the grant cafeteria left East complex, students have had to travel other places to get beverages or snacks. This coffee shop will provide a convenience for this target market that has not been available for several years. The coffee shop will provide coffee, tea, hot chocolate, apple cider, smoothies, sandwiches, chips, yogurt and other miscellaneous breakfast items.

Industry Analysis

Our coffee shop is categorized as a snack and nonalcoholic beverage bar under the

NAICS system using the number 722213. According to the 2007 NAICS definition, “this US industry comprises establishments primarily engaged in (1) preparing and/or serving a specialty snack, such as ice cream, frozen yogurt, cookies, or popcorn or (2) serving nonalcoholic beverages, such as coffee, juices, or sodas for consumption on or near the premises” (2007 NAICS Definition). In the surveys done in 2007 there were 50,491 establishments in this industry, a growth of 14,455 since 2002 or approximately forty percent. Employment also increased by 57% in this five year span and sales almost doubled finishing with a total of $24,254,000 in 2007 (Industry Snapshot).

There are many financial ratios that businesses use, but there are five main ratios that are significant for the snack and nonalcoholic beverage bars. The first is the current ratio. The current ratio is determined by dividing the business’ current assets by the current liabilities. This shows if your company has the ability to pay off any current obligations (short term loans, accounts payable, tax expenses), the higher the ratio the more likely you are. Conversely, if a current ratio is high the business could have too much cash on hand. The next ratio is the return on equity, net income divided by total equity. This ratio shows the amount of profit a company is making from the money invested by shareholders. Another ratio is return on assets which indicates how “efficient management is at using assets to generate earnings”; this is done by dividing net income by total assets. The last ratio important to our industry shows a company’s efficiency of managing their assets in relation to their sales. This is simply calculated by dividing total assets from total sales (Coffee Shops).

This industry has changed dramatically throughout the years and companies continue to identify and follow new trends in order to increase competitiveness and profits. One significant trend in the last fifty years is an increase in coffee consumption in both young (18-24) and old (60-plus) age groups. Coffee is no longer just seen as a morning drink while the parents read the newspaper, but instead has developed its own culture throughout the different age groups. This coffee culture has changed the design of coffee shops today. Unlike other food industries the focus of coffee shops today is not only to deliver your drink but to offer a place for you to relax, socialize, or even a place to work. Not only is the atmosphere of the coffee shop changing but the menus as well. Since the 1990s there has been an upward trend in the consumption of specialty coffees along with the development of more food items that are offered. The increase in coffee consumption has also generated awareness trends. Since 2002 more people have been observing the ecological and economic issues surrounding coffee as well as a growing concern about the health effects of coffee and the benefits that they will receive. “Sixty-one percent of coffee drinkers said that coffee improves their focus and forty-six percent listed the health benefits of drinking coffee as one of the reasons they drink coffee.” (Coffee Shops)

Market Analysis

There are several segments we can form for within our coffee shop market:

1. Students

2. Professors

3. Visitors

The target market for our coffee shop will be the students of Concordia College. With over 2000 students on campus they would have the largest impact on the success of our business, so it is most important to target and satisfy their needs and wants. Also 18-24 year olds are the largest segment of consumers that drink coffee for an energy boost (average of 43%) as well as, to help them concentrate (26%). Although all students are important with the location and flow of traffic, business students and residents of east will have a higher target on our companies marketing profile.

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