Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a coffee shop business plan, your marketing plan should include the following:
Product: in the product section you should reiterate the type of coffee house that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to regular coffee, will you offer items such as café latte, cappuccino, espresso or macchiato?
Also document any food or non-coffee drinks you sell.
Price: Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the menu items you offer and their prices.
Place: Place refers to the location of your coffee shop. Document your location and mention how the location will impact your success. For example, is your coffee shop located next to a heavily populated office building, or gym, etc. Discuss how your location might provide a steady stream of customers. Also, if you operate or plan to operate kiosks, detail the locations where the kiosks will be placed.
Promotions: the final part of your coffee shop marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:
- Making your coffee shop’s front store extra appealing to attract passing customers
- Distributing coffee samples outside the coffee shop
- Advertising in local papers and magazines
- Reaching out to local bloggers and websites
- Partnerships with local organizations (e.g., gym members get a free cup of coffee with each pastry they purchase)
- Local radio advertising
- Banner ads at local venues