Presented by the Small Business Advisory Group Franklin Pierce University Spring 2015.
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Transcript of Presented by the Small Business Advisory Group Franklin Pierce University Spring 2015.
TERRA NOVA ORGANIC COFFEE ROASTERSPresented by the Small Business Advisory GroupFranklin Pierce UniversitySpring 2015
SMALL BUSINESS ADVISORY GROUP
Danielle Hare (Chair)Michael Petrowski
Jared TaylorRyan Lally
Yousef HasanHolly Nisbett
Lindsay SweetErin Lang
Abigail AndersonMolly Doyle
Sara MichaelsBrandon Knight
Jason Little (Faculty Advisor)
WHAT IS THE SMALL BUSINESS ADVISORY GROUP?The Small Business Advisory Group is comprised of Franklin Pierce students
who partner with the New Hampshire Small Business Development Center
(SBDC). The SBDC helps organizations and startup companies develop
business initiatives. The Franklin Pierce University Small Business Advisory
Group specifically works with the regional office based out of Keene, New
Hampshire and Rich Grogan, who is the Director of the regional office.
COMMITTEESFinancial
Michael Petrowski (Chair)Ryan LallyJared Taylor
Social MediaSara Michaels (Chair)Danielle HareBrandon Knight
DistributionHolly Nisbett (Chair)Yousef Hasan
WebsiteAbigail Anderson (Chair)Lindsay SweetErin LangMolly Doyle
WHAT IS TERRA NOVA ORGANIC COFFEE
ROASTERS? Terra Nova Organic Coffee Roasters is an artisan organic coffee company which currently supplies wholesale coffee for cafes and sells retail coffee online and in select stores.
Terra Nova was incorporated in 2005 by previous owners John and Cindy Brewster of Gilsum, New Hampshire, who also owned Brewbaker’s Café.
In 2011, Jeff Murphy purchased both Brewbaker’s Café and Terra Nova Organic Coffee Roasters with his wife Eliza.
WHO IS JEFF MURPHY? In 2011, Jeff Murphy was finishing his undergraduate degree in Business and Managing Information Systems at Keene State College and Marlboro College Graduate Center, where his senior thesis was based on creating a business plan for a local foods café.
Murphy took ownership of the cafe in July 2011, and his new business plan was put into action.
They moved the roasting to their home in Surry, NH in 2012, where it is still currently operating.
WEBSITEAbigail AndersonMolly DoyleErin LangLindsay Sweet
DELIVERABLE: WEBSITE DESIGN
Design of whole new website
Integration of social media, company information, and shop
Enhancement and accessibility
THE PROCESS Weebly website builder
Used free template as much as possible
Upgraded to pro version to allow for more options Store products Additional pages
Added Terra Nova pictures and company information
WEBSITE POTENTIAL POSTS Picture Gallery
More locations of where to buy the beans
Locations to buy coffee
Events (farmers markets)
OLD WEBSITE
NEW WEBSITE
SOCIAL MEDIASara MichaelsDanielle HareBrandon Knight
TARGET SOCIAL MEDIA OUTLETS
Facebook Older audience: Represents the target market for Terra Nova Organic Roasters
Twitter Younger age bracket:16-30 years old Tech-savvy
Instagram Younger age bracket: 18-30 years old Familiar with technology who would rather see visuals than read posts
ANALYTIC TRACKING ON SOCIAL MEDIA
Facebook Facebook has built in analytics software that uses a simplistic approach in order for company pages to track their views and reach with each post
Twitter and Instagram Twitter and Instagram have not yet developed an analytics software package that they can use
Companies can solely track who they follow and who follows them through the current capabilities of the applications.
RECOMMENDATIONS: FACEBOOK
Biography: Discover a new world of fine coffee (from website)
About us: It is no secret that freshness and quality make a delicious cup of coffee, and that satisfied customers are the key to a healthy and viable company. Terra Nova roasts daily in small batches, and sends your order out straight away, so that your coffee is always fresh and wonderful when it arrives at your door.
Update posts each week
RECOMMENDATIONS: TWITTER
Create a twitter page for Terra Nova Organic Coffee
Follow Keene locals well as Keene State College students
Post updates daily as needed on roasting process and café specials
POTENTIAL TWITTER POSTS “A fresh shipment of all organic green coffee beans arrived this week, come by and grab a fresh cup of coffee!”
“You are what you drink, Fresh, Delicious and Totally Organic!”
“Life is too short for bad coffee.”
“Try our French Roast blend! Its delicious smoky flavor and smooth finish will start your day off right.”
DWELLTIME COFFEE
Small coffee shop located in Cambridge, Massachusetts
Close to higher education institutions
Attracts both a older and younger audience
RECOMMENDATIONS: INSTAGRAM
Create an Instagram account for Terra Nova Coffee
Incorporate photos
Post photos of the process because it is important for potential clientele to see where the product is coming from and how it is produced
POTENTIAL INSTAGRAM POSTS
Caption: “Replenish yourself with one of our delicious, creamy latte’s #latteart”
Caption: Roastery B/W #winterwonderland
Caption: “Fresh, organic beans ready to be roasted #redbarn”
Caption: “Our coffee is too good to spill #coffeeart”
Caption: “Drinking organic coffee may reduce your risk of chronic disease, extend your lifespan and improve the environment as well #funfact”
Caption: “Warm up from a chilly day with a refreshing, all natural cup of java #heaveninacup”
INSIGHT COFFEE ROASTERS Popular Instagram page in the industry for a small scale coffee roaster
Good example for Terra Nova to reference
BENEFITS OF SOCIAL MEDIA Facebook, Twitter and Instagram all help target and expand audiences more
effectively
Social Media allows you to receive instant feedback from your customers’ perspective
Improves market intelligence and ways to get ahead of your competitors
Easier to share content and increases business search ranking
Gives you the opportunity to increase brand awareness and reputation with little to no budget
2014 SOCIAL MEDIA MARKETING REPORT The third annual Social Media Marketing Report was released to the public
in March by a company called Social Media Examiner
3,342 small business marketers who recently started using social media were surveyed around the United States
The results show the benefits of using social media and how they impacted the businesses
SOCIAL MEDIA BENEFITS
Increased exposure
Increased subscribers
Provided marketplace insight
Developed loyal fans
Generated Leads
Improved search rankings
Grown business partnerships
Reduced marketing expenses
Improved sales
MOST EFFECTIVE SOCIAL MEDIA
FacebookTwitterLinkedinBlogsInstagramGoogle+YoutubeForumsNews sitesGeo-locationDaily deals
DISTRIBUTIONHolly NisbettYousef Hasan
PORTSMOUTH, NH AND BURLINGTON, VT
RECOMMENDED ROUTE IDEAS FROM CLIENT
Route #1- Vermont Stops: Walpole, Bellows Falls, Springfield, Claremont, White River Junction,
Lebanon, West Lebanon, Hanover, Norwich
Route #2- New Hampshire Stops: Marlborough, Peterborough, Wilton, Milford, Amherst, Bedford, Nashua,
Hooksett, Merrimack, Manchester, Concord, Hillsborough
Route #3- Massachusetts Stops: Brattleboro, Williamstown, Deerfield, Greenfield, Amherst, Hadley, East
Hampton, North Hampton
VERMONT ROUTE
VERMONT ROUTELocation Distance
(From Keene)Competitors(Coffee and Roasters)
Opportunities(Short Term)
Walpole, VT 17 Miles 3 Coffee Shops- 1 Roaster
Wholesale
Bellows Falls, VT 21 Miles 2 Coffee Shops- 1 Roaster
Wholesale
Springfield, VT 36 Miles 2 Coffee Shops WholesaleClaremont, VT 46 Miles 4 Coffee Shops- 2
RoasterWholesale
White River Junction, VT
61 Miles 1 Coffee Shop- 1 Roaster Wholesale
Lebanon, NH 64 Miles 9 Coffee Shop- 2 Roaster WholesaleWest Lebanon, NH 64 Miles 7 Coffee Shop- 2 Roaster Wholesale
Hanover, NH 66 Miles 8 Coffee Shop- 1 Roaster WholesaleNorwich, VT 81 Miles 7 Coffee Shop- 1 Roaster Wholesale
The advantage is organic coffee does not have large competition throughout these places.
Location OpportunitiesWalpole, VT Flat Iron Exchanges, L.A Burdick, Bellows Falls, VT Moon Dog Café, Koffee Kup
Bakery Inc, The Valley Café, Rita’s Coffee Shop
Springfield, VT The Java Cup, Boston Dreams, Java Baba’s, Angelina’s Market,
Claremont, VT Peet’s Coffee and Tea, Green Acres Fine food and Wine, Red Elephant Café, Grantham Café
While River Junction, VT Tuckerbox, Boho CafeLebanon, NH Jake’s Coffee CompanyWest Lebanon, NH Stone Arch Bakery, Dirt Cowboy
Café, Hanover, NH Umpleby’s Bakery Café, Lou’s
Restaurant & Bakery, Metro Bakery & Cafe
Norwich, VT Dan & Whits General Store, Allechante
NEW HAMPSHIRE ROUTE
NEW HAMPSHIRE ROUTE *= ORGANIC COMPETITION
Location Distance (From Keene)
Competitors(Coffee and Roasters)
Opportunities(Short Term)
Marlborough, NH 5 Miles 6 Coffee Shops- 1 Roaster WholesalePeterborough, NH 20 Miles 5 Coffee Shops- 1 Roaster WholesaleWilton, NH 33 Miles 16 Coffee Shops- 13
Roasters * WholesaleMilford, NH 78 Miles 4 Coffee Shops- 12
Roasters WholesaleAmherst, MA 48 Miles 7 Coffee Shops- 8 Roasters
* WholesaleBedford, NH 72 Miles 14 Coffee Shops- 7
Roasters WholesaleNashua, NH 49 Miles 6 Coffee Shops- 6 Roasters WholesaleHooksett, NH 57 Miles 11 Coffee Shops- 8
Roasters WholesaleMerrimack, NH 81 Miles 10 Coffee Shops- 7
Roasters WholesaleManchester, NH 65 Miles 14 Coffee Shops- 8
Roasters WholesaleConcord, NH 54 Miles 7 Coffee Shops- 7 Roasters WholesaleHillsborough, NH 29 Miles 3 Coffee Shops- 10
Roasters Wholesale
Location Opportunities
Marlborough, NH Zepplin & Kaleidoscope, Mystical Rose Café LLC.
Peterborough, NH Aesop’s Tables & Events, Twelve Pine, Bagel Mill, Nature’s Green Grocer, The Riverhouse Café
Wilton, NH Coffee Factory, Bonhoeffer’s Café and Espresso, White Mountain Gourmet Coffee, True Brew Barista
Milford, NH The Riverhouse Café, Black Forest Café & Bakery, Riverwalk Café and Music Bar, Instant Ambition
Amherst, NH Rao’s Café, Freedom Café, The Black Sheep, Cushman Market & Café, Wheatberry Bakery & Café, Cozy Corner Café
Bedford, NH Purple Finch Café, Extra Touch Gourmet Café, Hot Spot Café, Two Friends Café, Coffee Pause
Nashua, NH Riverwalk Café and Music Bar, Great Harvest Bread Co, Seedling Café, Coffee Coffee, Coffee Factory, Whole Foods
Hooksett, NH The Bridge Café on Elm, Ahh-Some Gourmet Coffee, Baked Downtown Café and Bakery, Café Indigo, Still In a Pinch Café & Bakery
Merrimack, NH Hot Rize Bagel Café, Great Harvest Bread Co, uBuyCoffee, Barista Pro Shop, Riverwalk Café and Music Bar, Extra Touch Gourmet Café
Manchester, NH The Bridge Café on Elm, Baked Downtown Café & Bakery, Republic, Midtown Café At The Beacon, Two Friends Café, Bagel Café, B&B Café and Grill, Rachel’s Coffee Corner, Fairwinds Gourmet Coffee
Concord, NH True Brew Barista, White Mountain Gourmet Coffee, Morning Dew Café, Café Indigo, In A Pinch Café & Bakery, Washington Street Café, The Crust and Crumb Baking Co.
Hillsborough, NH The Every Day Café, St. George’s Café, Prime Roast Coffee Co, Fiddleheads Café & Catering, The Bridge Café on Elm, Café la Reine
MASSACHUSETTS ROUTE
MASSACHUSETTS ROUTELocation Distance
(From Keene)Competitors(Coffee and Roasters)
Opportunities(Short Term)
Brattleboro, VT 19 Miles 6 Coffee Shops- 1 Roaster
Wholesale
Williamstown, MA
72 Miles 5 Coffee Shops- 1 Roaster
Wholesale
Deerfield, MA 38 Miles 6 Coffee Shops- 10 Roasters *
Wholesale
Greenfield, MA 34 Miles 6 Coffee Shops- 6 Roasters
Wholesale
Amherst, MA 48 Miles 7 Coffee Shops- 8 Roasters *
Wholesale
Hadley, MA 53 Miles 10 Coffee Shops- 7 Roasters
Wholesale
Easthampton, MA
58 Miles 11 Coffee Shops- 6 Roaster
Wholesale
Northhampton, MA
52 Miles 11 Coffee Shops- 2 Roaster
Wholesale
Location OpportunitiesBrattleboro, VT Mocha Joe’s Café, Amy’s Bakery Arts
Café, Blue Moose, Newfane Café & Creamery, Putney Food Co-op.
Williamstown, MA Tunnel City Coffee, Stewart’s Shop, Brewhaha, The Parlor Café, South Street Café, The Brown Cow Café, Java Joe’s Café.
Deerfield, MA Greenfield Coffee, Lady Killigrew, El Jardin Bakery, Mocha Maya’s Coffee Pub & Music Venue, Fox Towne Coffee Shoppe, Cushman Market & Cafe
Greenfield, MA Greenfield Coffee, Queen of CupsAmherst, MA Rao’s Café, Freedom Café, The Black
Sheep, LimeRed Teahouse, Newman Center Café, Mill River Café
Hadley, MA Northhampton Coffee, SIP Café and Coffee Bar, Mocha Emporium, The Roost
Easthampton, MA Manhan Café, Christine’s Bean Sprout Juce Bar & Café, Mt. Joe to Go, Haymarket Café
Northhampton, MA Woodstar Café, Northampton Coffee, The Roost, Tart Baking Co
OUR RECOMMENDATION Start out with New Hampshire route.
There is a little bit more competition, a lot of opportunities, and only 2 potential organic roastaries nearby.
If the New Hampshire route works out well, other routes should be considered.
Potential New Hampshire places would be good because they are near Keene.
Programs with Trader Joes, Whole Foods, or Hannaford can also potentially be easy to be a part of and beneficial to getting product to consumers.
FINANCIALMichael PetrowskiRyan LallyJared Taylor
FINANCIAL RATIO DEFINITIONSGross Profit Margin - a financial metric used to assess a firm's financial health by revealing the proportion of money left over from revenues after accounting for the cost of goods sold.Profit Margin - the amount by which revenue from sales exceeds costs in a business
Operating Profit Margin - measurement of what proportion of a company's revenue is left over after paying for variable of production such as wages, raw materials, etc.Return on Assets - the amount of sales or revenues generated per dollar of assetsTotal Asset Turnover - the amount of sales or revenues generated per dollar of assetsInventory Turnover- measure of the number of times inventory is sold or used in a time period such as a yearCurrent Ratio - measures whether or not a firm has enough resources to pay its debts over the next 12 monthsQuick Ratio – measures the dollar amount of liquid assets available for each dollar of current liabilitiesDebt to Total Assets - the percentage of total assets that were financed by creditors, liabilities, debt.
FINANCIAL RATIOS
INCOME STATEMENT TEMPLATE
YEAR-END SALES REPORT TEMPLATE
CURRENT ROASTER Ambex YM 5
10-11 lbs. capacity
1.5 - 2 lbs. lost after roast due to evaporation
PROSPECTIVE FUTURE ROASTER
Probat (p12) Roaster
25 lbs. maximum capacity
Average price = $36,000
Produces 100 lbs. of beans per hour
HIRING A NEW EMPLOYEE
THANK YOU FOR BEING HERE!Any questions?
REFERENCESSource for 2014 Social Media Marketing Report http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
By: Michael T. StelznerPublished by Social Media Examiner