Introducing Cat Cafe

How might we launch a cafe with cats in SF?

The concept comes from Japan where they have places for people to pet cats. Such a concept doesn’t exist yet in America.

To launch a place like that in San Francisco, it will be linked with a cof-fee shop where people can relax, have a coffee and pet cats.

The cats will come from the SPCA so that visitors have the option of adopting one.

Concept

There’s no direct competition in terms of coffee shop combined with cats.

Cafes in SF are either about the quality of their coffee, or provide a place to get work done. There is no category of a place to pet cats.

Competitors

Who is the Cat Cafe for?People, who like cats. Duh.

Research has shown that cats help with anxiety and depression. Petting a cat is soothing and keeps the person in the present, away from worries*.

In general, humans are drawn to cute things. This concept, called baby schema or Kindchenschema, includes a set of body and facial features that are considered cute and call for nurture in human brains. The baby schema/Kindchenschema applies to cats, thus humans are drawn to cats.

Reasons why we like cats

*http://mritechnicianschools.net/2010/17-health-benefits-of-owning-a-cat/

Liz and CocoThis short movie shows what it means to have cats. It’s a relationship only true cat lovers understand and cherish.

https://vimeo.com/82128309

Has one, loves em more than people.Meet Finley – a three year old cat that belongs to Mary.

Mary loves Finley more than anything. She posts lots of pictures of Finley on Facebook and Instagram. She is rather introverted, and feels more at home with her cats than in a big group of people.

She goes for a walk with him, to give him the best kitty life he could ask for.

Wants one, but can’t have one

Susan is a loving, single gal in SF who wished her landlord allowed cats.

Unfortunately, she can’t have one, but that doesn’t mean she isn’t a true cat lover.

Susan loves hanging out with friends who have cats. She says she would feel less lonely if she could have one of her own.

Cat owners want to socialize and connect with fellow cat lovers and share their passion.

Apart from the internet, there is no ‘dogpark’ for cats and cat owners.

Insight

We will provide a place where people can form new friendships. It’s a place they can call home.

Home is a place where you feel you belong. The cat cafe will be a place where people get that feeling by creating friendships to fellow cat lovers and furry friends.

What will we do?

Hanging out with buddies.

1. Storytime

2. Creative Wall

3. Dancing with cats

Tactics

Telling stories of each cat so that visitors get to know their friends. These stories are about the cats’ characteristics, likes, and behavior. Telling these stories continuously, visitors know what their buddies are up to.

Storytime helps visitors to get familiar with the new concept, knowing what to expect.

Storytime

People want to belong. They want to build a relationship with the cats and the cafe, and show it.

Creative wall for buddiesTo show their love, visitors can take pictures to put on the chalk wall and write messages and quotes.

People that hate cats, come back as mice in their next

life.

Dancing with cats is a different kind of dancing. Dancers don’t bring their own cats, but use a stuff toy cat. Dancers mimick the cat’s movement to create moments of synchronic dance.

Through weekend workshops SF cat lovers can learn how to dance with their cats.

Dancing with buddies

1. People hear about Cat Cafe, but don’t know what to expect.

Instagram tells cat stories and presents the new place.

2. Going to cafe and evaluate. Greeted by friendly personal and great atmosphere.

3. Visitors like the cafe, and start building friendships.

Offering the pos-sibility to visualize and strengthen friendship through Creativity Wall.

4. Visitors keep coming back. They feel at home at Cat Cafe.

Visitors follow Cat Cafe on Instagram to know what their cats are up to.

5. Visitors are interested in strengthening their relationship with Cat Cafe and cats in general.

Offering dancing classes with cats for passionate cat lovers.

Enjoy

Evaluate

Returning

Consider

Bonding

How do the tactics fit in?

Thank you