Team 7

Ruibing JiZhongyuan Lian (Carlos)

Peter ParthenisJing Xu

Jing Zhang (Janiet)

Introduction & Background

• Happy Cat Café o First cat café in Grand Rapids, Michigan

• Hybrid coffee house and cat adoption center

• Mission Statement: o Saving Catso Connecting People o Promoting the Growth of Grand Rapids

Research ProcessProblem Definition

Specify the Information Needed

Implications &Recommendations

Data Collection & Analysis

Online Distribution

Offline Design

Questionnaire Development

Problem Definition

• Happy Cat Café wants to open the first cat café in Grand Rapids, Michigan.

• Therefore, we should study the new business operation model which combines both pet-adoption center and café.

• So that we can explain the likelihood of success of the first cat café in Grand Rapids.

Content Analysis

LIWC DimensionYour Personal Formal

Data Texts Texts

Self-references (I, me,

my)8.26 11.4 4.2

Social words 8.15 9.5 8

Positive emotions 5.47 2.7 2.6

Negative emotions 0.21 2.6 1.6

Overall cognitive words 6.71 7.8 5.4

Articles (a, an, the) 3.92 5 7.2

Big words (> 6 letters) 15.27 13.1 19.6

Conceptual Map

• Happy Cat Café aims to open the first Cat Café in Grand Rapids, Michigan, and successfully obtain return on investment in 2 years of operations.

• Therefore, we should study the new business operation model which combines pet-adoption and café, and customer perspectives, value, needs and preferences

• So we can identify why people would go to Happy Cat Café.

Specific Components of the Research Problem

Specific Components

Staff

Demographic Factors

Current SituationCompetition

Analysis

Environment &

Atmosphere

Risk

Promotion

Price

Products

HealthBenefits

Cleanliness

The Rationale Behind the Layout and Sequence

- Opening Questions

- Basic Information Questions

- Classification Information Questions

- Open Ended Question

oConsumption Habits in a Cafés

oAttitudes Towards a Cat Cafés

oPreference for Charging Model

oOpinions About the Cat Area

Development of Individual Items

• Q7: On the occasions that you make a food or beverage purchase at a café, how often do you eat/drink there?

A. Less than 50% of the time B. 50% of the time C. More than 50% of the time

Development of Individual Items

• Q11: “There are many health benefits associated with animal interaction, playing with cats can reduce stress for example.” Is this statement true or false?

• Q18: How much do you trust that Happy Cat Café’s commitment to cleanliness, that we can maintain a sanitary environment for the consumption of food and beverages?

Development of Individual Items

Q12. How would you like us to charge for entrance to the cat area?

I don’t care.Surcharge for

each drinkSeparate entrance

fee

Q14. Choose Price Range

Q13. Choose Price Range

Analysis and Key Findings

Food and Beverages

Coffee Juice Tea0

13

25

38

50

63

Top 3 Beverages

Latte Cap-puccino

Mocha0

9

18

27

36

45

Top 3 Coffees

Cake Muffin Sandwich

0

13

25

38

50

63

Top 3 Food Items

Customer Behavior of Visiting a Traditional Café

Less than 157%

1 to 337%

4 to 66%

Times Frequent a Café Per Week

Take-away54%

Neutral21%

Stay25%

Prefer Stay or Take-away

Customer’s Willingness of Visiting a Cat Café

Yes27%

No60%

Not Sure13%

Ever Been to a Cat Café

Less than 145%1 to 3

53%

7 or more2%

Times of Customer Willing to Visit Cat Café Per Week

Cat Café is More Attractive

Unwilling to visit57%

Traditional Café

Unwilling to visit45%

Cat Café

Pricing Model

64%20%

16%

Charge Preference

Surcharge for food/beverages, free admission to the cat areaSeparate fee for food/beverages and admission to the cat areaI don’t care

$0-2.9963%

more than $3

37%

Surcharge for Each Drink/Food

$0-2.9977%

$3-3.9923%

Entrance Fee

Customer Preference about Happy Cat Café

85%

11%4%

Time Willing to Spend with Cats

0-45 mins 46mins-60mins More than 60mins

90%

4% 6%

Cats Number

1 to 10 11 to 15 More than 15

86%

14%

Customer Number in Cat Area

One to Four Five and more

Exploratory Research

Frequency of Visiting a Cat

Café

Believe in Health Benefits

Trust our Commitment to

Cleanliness

Limitations

Yes49%

No20%

Not Sure31%

Pet-Friendly Home

12%

81%

7%

Age

Under 20 21-30 31-40

77%

10%

9%4%

Personal Annual Income

Under $25,000 $25,001 to $50,000$50,001 to $75,000 $75,001 to $100,000

Recommendations & Conclusion

• Social Media Presence

• Student Discount

• Pricing Method

• Membership Program

• Advertisements for Pet-Friendly Neighborhoods and Apartment Buildings

Thank you!