Bunny’sWestOakland

December11,2017

Introduction:

Bunny’sisacaféandbarthatservestheWestOaklandandLowerBottomsarea,

supplyingsalads,sandwiches,snacks,andsuperiorservicewithlocalcraftbeerandwine,allof

whichcanbedeliveredtoyouinthecomfortofyourownhome.Withinthelastdecade

OaklandhasslowlybeenarisingresidentialareaasthecityofSanFranciscocontinuestoraise

itsrentandcostoflivingprices.Aspeopleworklonghours,theirenergyisdissipatedbythe

timetheygethome,andmanychoosenottocooktheirowndinners,andregularlychooseto

outsourcetheirmeals.In2016restaurantsreportedthat15%oftheirsalesarenowinonline

ordering.WestOaklandhasnowencounteredagrowthinpeople,lookingfortheirgo-to

relaxationbar,andqualityfoodthattheycangrabontheirwayhome.Theproblemisthat

mostdeliveryfoodtogoisunhealthyandbland.Thebaritselfservesasthecornerbar,that

mostofWestOaklanddoesn’thave,onethatiswalkingdistance,meaninglessdrinkingand

drivingDUI.Bunny’swasconceivedwhentheowner,Bunny,hadmovedtoWestOaklandand

sawadesolatewastelandforfood,yes,atacotruckhereandtherebutnotageneralcorner

bar.Bunnyhasoveradecadeofexperienceintheindustryandhasassistedopening4different

typesofrestaurants.Herknowledgeandcarefortheserviceindustryisherinspirationfor

openingherownspace.Bunny’splaceplansoncreatingacomfortablecornerbar,onewithout

bellsandwhistlesandawayfromtheminimalistmoderndécorofthetypical

gastropub.Bunny’swillalsohavethepotentialspaceforlivemusicandartwithcontributions

fromthelocalcommunity.Theservicewillbeunmatchedinthebayarea,morethanjust

servicewithasmile,theywillinstillpassionintoeverysteptheytake.Bunny’swillfocusonthe

greentrendsandsustainabilitythatisofferedinthebayarea.Themenuwillalwaysbe

adaptingtothetrendsinthefoodindustry,butthequalitywillneverdeclinewithmoreofa

farmtotableapproach.

MissionStatement:

Bunny’smissionistobringacommunitytogether,ignitepassion,andinspireasenseof

belonginginourneighborhoodofWestOakland.

SWOTAnalysis:Strengths-PartofthecommunityofOakland-Location,easytogettoandampleparkinginWestOakland-Staffisexperienced,passionate,andhighlymotivated-Localandqualityingredients-Fast,designedforcustomizationgrab-and-goaswellasdelivery-Strongbrandandrelaxedatmosphere-Loyaltyprogramwithappbasedtechnology-GreenBusinessWeaknesses-Owner'scredit-Lackofbusinessexperienceandknowledge-Lackofseedcapital-Noreputation-Higherpricesandlowerprofitmargins-Inconsistentlytrainedstaff-SmallstaffpoolOpportunities-Theabilitytoexpandonsite,multiplelocations,maybeafoodtruck-Ever-growingdeliveryappssuchasUberEats,Caviar,DoorDash,etc.-Greentechnologyisconstantlyevolvingandcuttingcosts-Technologymakingfooddistributioneasierandmorereliable-Investmentandprofitsharingoptions-Creatingartandmusicopportunitiesforthecommunity-LiquorlicensingThreats-Competition-Uncertaintyoftheeconomy-Theactualneighborhoodisnotthesafest-Peoplecouldstopmovingtothebayarea-Saturationofthemarket-Dietaryrestrictionsareconstantlychanging-California’sweatheruncertainty(floods,drought,fires)

CompetitiveAdvantage:

Bunny’scompetitiveadvantageisproductandservicedifferentiation.WestOaklandhasvery

feweateries,andevenfewerestablishmentswitharelaxedatmospheretoenjoyanevening

libation.Bunny’salsohasthefirstmoveradvantage,startingatrendthatcouldmakeWest

Oaklandabusinesshub.Theyhavealocationadvantage,asthereareeasyroutestoandfrom

highwaysaswellasampleparking,andwithprovidingdelivery,alloftheamenitiescanbe

enjoyedinyourownlivingroom.

StrategicDirection:

AsaneweateryinWestOakland,BunnyplansonMarketpenetrationfortheirstrategic

direction.Wearesellingexistingproductstoanexistingmarket,buthopingfindingforthelack

saturationintheexistingmarket.Weplanonusingcompetitivepricingstrategies,advertising,

guerillamarketing,andaggressivesalespromotioncampaignstosecuredominanceinthe

growthmarkets.Theyplanonhavinggoodinformationoncompetitors,andwillknowtheir

productswell.

MarketingObjectives:

• PromotetheopeningofBunny’sattracting1,000newcustomersbytheendoftwo

months

• Createaguerrillamarketingcampaignthatcanbeviewedby8,000residencesoverthe

spanof3monthspriortoopening.

• Developafulleditedmenuwithin6monthsofopening.

• Gainatleast4strategicpartnershipswithdeliveryserviceswithinthefirstmonthof

opening.

• Createallianceswith10breweries,vineyardsandfoodsupplierstostockproductsfor

thefirst6monthsofopening.

• Developastrongpresenceinthecommunitybyattractingartistsandmusicians,

creatinga10%salesgrowthinthefirst6monthsofopening.

• Establish25%ofoursalesinthedeliverysectorwithinthefirst3monthsofopening.

• Engageinaloyaltyprogramofsalespromotion,thatattractstargetaudiencestothe

establishmentforthefirstmonthafteropening.

• Createastrongimpressiononsocialmedia,includingFacebook,Instagram,andTwitter

withinthefirst2monthsofopening.

• Create2physicaladvertisementsinlocalpublications,withcouponstoattract

customersinthefirst3months

TheExternalMarketingEnvironment:

Therearemanyfactorsthatarecrucialtotheexternalmarketingenvironment.Manyofthe

factorsareoutofourcontrol,butactivatingtheelementsoftheexternalenvironmentcanhelp

usdiminishriskwithinthemarket.Tobeefficientinanever-changingmarket,willwewillhave

toanalyzetheexternalenvironmentandtheirrespectiveimpactonthemarkettocreatea

marketingmixthatfitstheneedsofBunny’sWestOakland.

SocialFactors:

Therearemanysocialfactorsthatebandflowasthebayareacontinuestoincrease

populationandadapttodiversification.Peopleinthebayareaandconstantlyonthesearchfor

somethingnew;thebayarealovesnovelty.Peopleinthebayareahaveabroaderagerange,

gendersandindividualintereststhatmakesitdifficultformarketerstoanticipatesocial

factors.Therearemanydynamicfamiliesinthearea,withdualincomehouseholds,andsingle

individualsthatrentroomsincollectivehouses,andco-opsthatinfluencethesocial

factors.Thebayareaisabigbubbleofdiversification.

DemographicTrends:

WestOaklandhasbeendrasticallychangingoverthepastdecade.Upuntiltheearly

2000’sWestOaklandwasaveryroughresidentialneighborhood,saturatedwithhighlevelsof

drugusersandgangviolence.Inthepastdecademanyofthepeoplethatcouldnolonger

affordtoliveinSanFranciscohavemovedtoWestOakland.Thishasincreasedmanyofthe

residents’rents,forcingthemtoleavetheareaandcreatingaverycomplicatedgentrification

issue.ThedemographicsofWestOaklandareconstantlychanging,butthenewerresidences

aremostlyworkingprofessionalsbetweentheagesof20-50.Someofthesenewcomersare

firsttimehomeowners,movingtotheareaandtakingadvantageofthebelowcostmarketlevel

ofthebayarea.Somenewcomersarethebohemianartiststhatcangetintoacheaprented

room.ManyworkinthecityandcommuteviaBART,andmostofthepopulationofWest

Oaklandownsabike,becausegeographically,WestOaklandisflatandmanyroadsarebeing

repairedtocreatenewbikelanes.OldOaklandstillexistsstrong,withmanyfamily’sinheriting

thehousesfromtheirparentsandkeepingthecommunitystillculturallyrich.Bunny’smain

targetmarketismostlyMillennialsandGenerationY’ers,butplansonkeepingOakland,

Oakland,withitscitycharms.

GrowingEthnicMarkets:

WestOaklandhasseenitsinfluxofethnicmarkets,butthetrendrightnowislackof

ethnicity.AsmoreSanFranciscoresidentsmovetothearea,ethnicmarketsareslowly

deteriorating,andbecomingmoresparseintheneighborhoods.Accordingtothe2010Census,

theracialandethniccompositionofOaklandwas:White:34.5%(non-Hispanic:25.9%)Blackor

AfricanAmerican:28.0%Asian:16.8%NativeHawaiianandPacificIslander:0.6%American

IndianandAlaskaNative:0.8%Otherrace:13.7%Twoormoreraces:5.6%HispanicorLatinoof

anyrace:25.4%.Asof2017theracialandethniccompositionofOaklandis:White:38.10%

BlackorAfricanAmerican:25.02%AmericanIndianandAlaskaNative:0.72%Asian:15.87%

NativeHawaiianandOtherPacificIslander:0.60%OtherRace:9.87%TwoorMoreRaces:

5.77%

StateoftheEconomy:

Thebayareahashadalargeinfluxoftechnologymoneyanditseconomicgrowthfor

thisyearisthreetimesthenationalaverage,howeverthegrowthofjobshasslowly

declined.Thebayareahasalsohadatrendofrestaurantsshutteringtheirdoors,with60bay

area'srestaurantsclosingfromSeptember2016toJanuary2017.Manybayarearesidentsare

nolongerseekingfullservicedine-inrestaurants,andsearchingforfasterandcheapercounter

servicecafes.Manyhaveclosedbecauseofthecostsofhiringandkeepinggoodemployees,

requirementsforhealthcareandpaidsickleave,risingrents,andendlesscompetition.The

economyofthebayareawillcontinuetorise,becauseofthetechnologymoneyinflux,but

restaurantsandcafesneedtolearnhowtoadapttonewertrendsintheindustrytosurvive.

ImpactofTechnology:

Technologyisahugefactorintoday’sserviceindustry,withnewappsappearingevery

day.Weareamobileworldandeverythingneedstobefasteranddemandedsooner,and

keepingupwithtechnologyistheonlywaytogainadvantageinsuchacut-throatworld.The

foodindustryneedstokeeppacewiththegrowingimpactoftechnology.Inhouse,IPad

computersystemsarereplacingthebulkypointofsalebricksfromthepast.Thesetablet

centersareeasytohandle,userfriendly,andcheapertofix,makingthemidealinamessy

environment.Theyarealsofasteratkeepinguponordersusingcloudbasedtechnologyand

analyticsforcustomerbuyinghabits.Mostconsumersalsonolongerneedtobeinabrickand

mortarbuildingtoenjoytheirfavoritefoods.WithappslikeCaviar,UberEatsandDoorDash,

yourfavoritedishescancometoyou.Technologyadvancesaregoingtocontinuallychangethe

foodindustry,andrestaurantsneedtoembracethatchangeiftheyaregoingtosurviveinthis

market.

PoliticalandLegalEnvironment:

Allmarketingactivitiesaresubjecttostateandfederallawsandtherulingsofregulatory

agencies.TherearemanypoliticalandlegalfactorsthatBunny’shastoconsiderbefore

enteringintobusiness.TheyneedtohaveabusinesslicenseissuedbythecityofOakland,and

healthandfireinspectionsmustbeinplacebeforetherestaurantopens.Employeeswillneed

afoodhandlingcertificationtoensuretheproperfoodhandlingtechniques,andmustbe

renewedeveryfiveyears.Theestablishmentwillalsoneedfooddistributionandabeerand

winesellerspermittooperate.TheConsumerProductSafetyCommission,theFederalTrade

Commission,andtheFoodandDrugAdministrationarethefederalagenciesthatwewill

involvewithinregulatingourmarketingactivities.

CompetitiveFactors:

Thebayareaisaverycompetitiveandknownasoneofthetopinternationalplacesfor

greatfood.Asanewrestaurant,Bunny’swillneedtoconsidereveryfoodestablishmentas

competitionandadjusttothechangingmarkettostayahead.

Bunny’sbrandcompetitorsarerestaurantsandcafeswithsimilaraesthetics,features,

andbenefitsthattargetthesamecustomersatsimilarprices.Bunny’swillbelocatedinWest

Oaklandwherethereisn’tmuchgeographicalcompetition,butwiththeadventofdelivery,and

manyconsumershaveavehicleorabike,Bunny’shastotakemanyrestaurantsintheOakland

areaascompetition.Suchas10thandWood,StayGoldDeli,RailroadDeli,Rudy’sCan’tFail

Cafe,BrownSugarKitchen,PrettyLady,KilovoltCoffee,CraveBBQpop-up,andvariousfood

trucks.Alloftheserestaurantshaveaverystrongpositiveimage,andwillmostlikelybe

servingthesamecustomersaroundthesamepricepoint.Theseestablishmentsarealsovery

muchproductcompetitors.Someoftheseestablishmentsaresittingdownrestaurantsand

somearecounterservice,butmostareonlyopenforlunch.Bunny’sWestOaklandplansto

offerproductsintotheevening,withahappyhour,thereforeofferingmoreproductsovera

greaterperiodoftime,gainingsomeofthoselunchtimecustomersfordinner.Thegeneric

competitorsarethesparsefastfoodrestaurantsthatresideinWestOakland,suchas

McDonalds,KFC,andTacobell.Theywillbethetobudgetcompetitors,offeringvaluemeals,

anddollardeals,butseriouslylackinservicethatBunny’swillgladlyprovide.

TheConsumerDecisionMakingProcess:

NeedRecognition:

Thefirststepoftheconsumerdecision-makingprocessisneedrecognition.Thebody

tellsthebrainthatthereisaneedthatmustbesatisfied.Whenapresentstatus,islowerthana

preferredstatetheconsumerthenrecognizesthereisaproblem,andmustadjusttheiractions

tocreateadesiredstate.InthecaseofBunny’s,theconsumerishungry,thirsty,haveadesire

tobeinasocialenvironment,orlookingforsomethingnewinWestOakland.

InformationSearch:

Inordertosatiateadesire,aconsumerhastosearchforwhatcansatisfytheminan

efficientmanner.Searchingforinformationisthesecondstepoftheconsumerdecision

process.Theconsumerfirstsearchesinternally,throughtheirmemoriesandalltheirprevious

experiencesfactoringwhattheyalreadyknowandhowtheyfeelaboutsomething.Theycould

havealreadygonetotherestaurantforfirsthandexperience,ortheycouldgatherinformation

fromsecondhandaccountsfromfriendsviawordofmouth.Theymightalsorecallaprevious

advertisement,apostonsocialmediaoranothermarketingavenuethatmayhavesparked

theirattentionatanearliertime.Bunny’swillfocusonexcellentcustomerserviceeverytime,

tocreateawordofmouthbuzzaroundtherestaurant.Thiswillensurethatpeoplearetalking

aboutthebusinessinpositivelight.Bunny’sWestOaklandwillengageinsocialmediaandlocal

marketingtacticstocreateapositioningplaceinpeople’smindstogainawareness.

Manytimestheinternalsearchdoesnotcreatethedesiredresolutionforsatisfaction

andconsumersmustdotheirownresearch,whichiscalledanExternalInformation

search.ThismostlikelyresultsinanInternetwebsearch.Thevastmajorityofpeoplenow

havemobilesmartphonesthathelpthematanytimewiththeirsearch.WebsiteslikeTrip-

advisorandYelpareusefulsearchenginesformostcustomersattheirfingertips.Bunny’sWest

OaklandplansonutilizingtheseenginesandothersocialmediatocreateagreatInternetfirst-

glancepresence.

Evaluationofalternatives:

Nowthattheconsumerhasalltheinformationtheyneed,theycanmakeaneducated

decision.ThetypeofpurchaseforBunny’sshouldbealimiteddecision,fornewcustomersand

hopefullyroutineforregularcustomersbasedonlocationandaffordability.Sincethedecision

isbasedontheneedofhungerthedecisionwillnotneedtobethoughtoutextensivelyandcan

occuroverashortperiodoftime.

EvokedSet:

Aconsumerwillcreatealistofallpossiblealternativeproductsandmaketheirdecision

basedonavarietyoffactors.ThisisreferredtoasanEvokedsetandthethirdstepofthe

consumerdecision-makingprocess.Consumerswillanalyzetheproductsandthefoodthat

eachrestaurantiscarrying,aswellascut-outthefoodthatmightbetoofarawayortoo

expensive,orranktheircravingsbyimportance.ThelimitedfoodofferingsaroundWest

OaklandmightputBunny’sinthetopofpeople’sevokedset,justoutofgeographicallocation

alone.

Purchase:

Thefourthstepoftheconsumerdecision-makingprocessisthepurchase.Theywill

evaluateallotheralternativesanddecidedtopurchasewhatBunny’shastooffer.

Post-PurchaseBehavior:

Thefinalstageoftheconsumerdecision-makingprocessispost-purchase

behavior.Thisisfinalevaluationafterpurchasingtheproduct.Thisishowtheyfeelabouttheir

purchase;whethertheybelievetheexchangeisworththevalueoftheproducttheypurchased

andifitisinconsistentwiththeconsumer’sexpectations.Whenthereisinnertensionabout

thelackofperceivedvalueoftheproduct,theymayregrettheirdecision,creatingcognitive

dissonance.Bunny’splansonhavingaleadsupervisoronatalltimestoconstantlymake

qualitychecksoftheirproductsandaskforcustomerfeedback.Ourmissionistolisten.This

willalsorequireaheavypresenceandwebsiteslikeyelp,wherecustomerscanpostreviews,

andwecanrectifyanycognitivedissonancewithanyunsatisfiedcustomers.

Factorsthatinfluencetheinfluencethecustomerdecisionmakingprocess.

CulturalFactors:

Culturalfactorsarethevalues,language,myths,customs,ritualsandlawsthataffecta

targetmarket.Culturalinstinctsarepervasive,functional,learnedanddynamic.Parents,peers,

andteachers,adaptingtotheneedsofsociety,instillthem.Theyareimplementedthrough

generationsandbecomealearnedbehaviorthatshapestheculture.ThemayorofOakland,

LibbySchaffsaysthatOaklandhasa“SecretSauce”thathasbeensteepedinculturalhistory.

Oaklandhasalongtraditionofpoliticalandsocialjusticeactivism,withathrivingart,musicand

culturalscene.EastBayExpressquotes“Oaklandisalsoacityofcontradictions:It’sbothloud

andtranquil,crowdedanddesolate,beautifulandgritty.”

SocialFactors:

Therearemanysocialfactorsthataffectaconsumer’sdecision-makingprocess,suchas:

family,socialclass,lifecycle,andsubcultures.Manycustomersfollowthesocialtrendsand

developacultlikefollowingtotheirfavoritebrands,leadingthemtobeloyal

customers.Familiesandopinionleadersoftenstatethenatureofwhatiscool,andwhat

peopleshouldperceiveofvalueforwhatfitsintheirsocialclass.Bunny’splanistoheavily

brandthemselvestoattractcustomersthatseethevalueinwhatBunny’scanprovideformany

differentsubculturesandOaklandresidents.

IndividualFactors:

Theindividualfactorsthatcangointoaconsumer’sdecision-makingbehaviorsare:

gender,age,familylifecycle,personality,self-concept,andlifestyles.Eachindividualwillhave

thepowertomaketheirowndecisionsbasedonwheretheyareinlife.Bunny’swantsto

obtaintheearly-adoptersandtrendsettersintheearlydevelopmentalstagesofthe

restaurant.TheseinnovatorswillbethevoiceofBunny’s,hopefullyinfluencingthe

individualismoftheirculturethroughoutWestOakland.

PsychologicalFactors:

Perceptions,motivation,learningandbeliefsandattitudes,allgointothepsychological

factorsforaconsumer’sdecision.Thesearewhatconsumersusetointeractwiththeir

world.Theyviewthebrand,price,quality,andimportantattributesthatcreatevalueontheir

perceivedworld.Theyaremorelikelytobuywhatfollowstheirself-conceptandattitudes

towardslife.Bunny’smaynotbeforeveryone,butwhentheyareforthatspecialsomeone,

bull’s-eye!Itwillcaptivateeverythingthataconsumerneedstosatisfytheirpsychological

perceptions.

MarketSegmentation:

TheidealcustomerforBunny’sWestOaklandisworkingprofessionalsbetweentheages

of18and50.Therewillbenodifferentiationbetweengenders,religionsandethnicities.They

liveinOakland,andmayworkinthecity.Theymayworkforatechcompany,orperhapsa

marketingfirm,orevenhigh-endretail.Theseconsumersknowhowtosavemoney,butlove

tosplurgeontheexperience.Theyeitherhaveamiddleofthelinecar,orrideahigh-end

bicyclewithamessengerbag.Theyarelookingforsomethingeasy,andago-toatany

time.Thefoodwillbedesignedforconvenience,butwitharelaxingambiance.These

customershaveademandingworkschedulethatmeanstheydon’talwayshavetheenergyto

makedinner,orprepfoodforlunch.Theylovesupportinglocalbusinessesandunderstand

thatsupportinglocalhelpseveryoneintheeconomy.Theyarepartoftheneighborhoodand

theywanttheirneighborhoodtothrive.Theyunderstandthevalueoffreshingredientsandare

willingtopayalittleextrainordertogetthoseingredientsfromalocalsource.Theyarealso

centeredonahealthconsciousdiet,withtheoccasionalsplurge.Thecustomersthatwill

frequentBunny’swillbebusypeoplewithdemandinglifestyles.Theytakeweekendtripsto

Tahoeinthewinter,andduringthesummertheyplantheirlifearoundthemyriadoffestivals

locatedinNorthernCalifornia.Mostcustomerswillownadog,andtakeleisurelywalksaround

theneighborhood,maybestoppinginforaneveningbeverage,orquickdinner.Theylove

brunchandkaraoke,andarehiptothechangingworldoffashion.Theywillbehighlyinvolved

insocialmedia,andwillhaveahashtagforeverything,buttheywillalsoknowhowtorelaxand

bingewatchNetflix,andordertheirfavoritemealsonUberEats.Theyarealsonotafraidtouse

siteslikeyelptoslayanyestablishmentthatwrongsthem,butquicklyposttheirbeautiful

foodiepicturestoInstagramwhentheyfindadishtheylove.Asconsumerstheyusuallyfall

intotheEarlyAdoptersorInnovatorscategory,butwillcomebacktimeandtimeagainwhen

theyfindsomethingtheylove.Theycreatethecultfollowing.

ProductDescription:

Bunny’sWestOaklandwillsellavarietyoffoodandbeverages.Theyareatangiblefood

thatcanbetouch,heldandconsumed,andtheproductit'sdirectlydistributedtocustomers,

makingitabusinesstoconsumerproduct.Theproductsarealsoconsideredtobea

convenienceproduct,astheyarerelativelyinexpensiveandprobablymeritslittleshoppingand

researchfortheproduct.

ProductItems,Lines,andMixes.

Beverages:

Beer Wine Mocktails Non-Alcoholic CoffeeDrinks

Pilsner/Lager

(tap)

Chardonnay SojuBloody

Mary

Water Drip

IPA(tap) SauvBlanc SojuMimosa Softdrinksin

bottleform

Iced/ColdBrew

Paleale(tap) Rose Soju

Screwdriver

HouseBrewed

IcedTea

Espresso

Stout(tap) Sparking SojuMojitos Lemonade Latte

Seasonalchanges

(multipletaps)

Cabernet

FreshSqueezed

Juices

Capachino

2Cheapcanbear

options

PinotNoir

HouseGinger

Beer

Mocha

4typesofbottled

beers

RedBlend

Kombucha

FoodOfferings:

Sandwiches Salads Soups(changes

daily)

SmallBites Desserts

roasted

turkey

Garden TomatoBisque Fries Homemade

cookies

ham Caesar Heartyvegetable SweetPotatoFries AssortedPies

pastrami Cobb CeleryRoot Tots Brownies

BLT Chef Broccoli SteamedorSauteed

Veggies

Tuna Seasonal

Coleslaw

PulledPork Custom

PotatoSalad

SausageLink

VeggiePatty

Breakfast

Custom

CustomizationforSandwiches:

Breads Vegetables Spreads

SlicedSourdough Lettuce Mayonaise

SlicedWheat Tomato Mustard

FrenchRoll Onion Olive&Oil

DutchCrunch Pickles GarlicAioli

GlutenFree Sprouts SmashedAvocado

Merchandise:

Shirts Hoodies Aprons Hats

Men’scut Pullover Fullbody Visor

Women’scut ZipUp WaistCover Baseballcap

Improvement:

Bunny’sWestOaklandwillinitiallyofferasimplemenuwithmaximum

customization.Asbusinesscontinuestogrowwewillofferparticularcombinationsof

sandwichesandsaladsandgivethemsignaturenames.Thiswillmeandevelopingnewflavors

andamalgamationsofingredients.Therewillextensiveresearchdone,tomakesureeverything

isatitsmaximumfreshness,fromlocaldistributors,andfollowseasonaltrends.Thebeerand

winewillbepurchasedfromlocalvendors,andbeeverchangingtokeepeverythingfreshand

novel.Wewillbecreatingstrategicpartnershipswithvineyardsandbreweriestoobtainthe

bestproducts.Aswecontinuetodevelopthemenu,wewillbeconstantlysearchingfor

feedbackfromourcustomers,lookingtoimproveinanypossibleway,perhapsreducing

options,orgatheringmoreinventory.

Brand:

ThebrandofBunny’sWestOaklandwillbedevelopedcreativityandextensivelyinthe

initialmonthsbeforeandduringitsintroductionintothemarket.Thebrandingwillalsobe

qualitycontrolledandcorrectedonaregularbasistoestablishconsistencyinquality.The

qualityoftheproductwillcreaterepeatsales,brandloyaltyandidentification.

PackagingandLabeling:

ConsumersofBunny’sWestOaklandhavetheoptiontodinein,takeTogo,andhaveour

productsdelivered.Thepackagingisdesignedtocontainandprotectthefoodproductandwill

belabeledwithBunny’sbrandandlogo.InlinewithOakland’sneedforsustainabilityand

environmentallyconsciousproducts,allpackagingandlabelswillbecreatedwithGreenware,

andbe100%compostable.Bunny’smissionistocreatelessofanimpactandallTogo

implementssuchascups,cutlery,bags,napkins,andpackagingwillbecompostable.The

productsthatareservedtodineinwillbeallwashable,tocutdownonwaste.

NewProductDevelopment:

Newproductstrategieswillbeconstantlyresearchedandimplementedasthetrends

changewithinthefoodindustry.Wewillbelookingatinputwehavereceivedfromour

customerstoconstantlybeonthecuttingedgeofdeliciousness.Theownerandin-housechef

willhavemanymeetingsthroughouttheseasons,toanalyzeanddiscussthemenuandmake

theappropriatechanges.Therewillbemanyideasconstantlygoingthroughthenew-product

developmentprocesstoensureeverythingisfreshandseasonal.

ProductCharacteristics,andRateofDiffusion:

Complexity:

ThedegreeofcomplexityinvolvedinunderstandingBunny’sisrelativelylow,asthese

areexistingproductsinanexistingmarket.Mostpeopleunderstandhowsandwichesare

createdandorderfortheirowntastes.Thewineandbeermayvaryinadegreeofcomplexity,

butthewell-educatedstaffmemberswillhavetheproperinformationtoguidepeopleinthe

rightdirectionthroughaskingquestions,anddiscussingthecustomer’spreferences.

Compatibility:

Bunny’swillbehighlycompatiblewiththetargetmarketofWestOakland.Almost

everyonehasaloveforahighqualitysandwichorsalad.Theseproductsareofferedduring

lunchanddinnerwhenconsumersarehungryandusuallycraveitemssuchassandwiches,

saladsandsoups,sothecompatibilitywillbehighwiththetargetmarket.

RelativeAdvantage:Bunny’sWestOaklandwillhavetherelativeadvantageofgeographical

location.Itwillbeplacedinaverycentralizedlocationthatmanypeoplecaneasilywalkto,

ridetheirbike,andhasamplestreetparkingforvehicles.Therelativeadvantagealsoliesinthe

superiorqualityoftheproductsandthefreshnessofingredients.Theywillalsobeableto

createalargemarketshareadvantagewithofferingdelivery.

Observability:

AllofBunny’sproductsaretangiblegoodsthatcanbeseenandtasted.Withanopen

seatingarrangement,targetconsumersareabletoobserveothercustomersthathavealready

purchasedtheproducts.Therewillalsobereviewsandphotosoftheproductsonsocialmedia

sotargetconsumerscanseetheproductsbeforetheypurchase.

Trialability:

DuringtheinitialstagesofthelaunchBunny’swillofferasimplemenutogaugethe

reactionsoftheirconsumersandadapttochanges.

ProductLifeCycle:

Bunny’sWestOaklandiscurrentlyintheintroductionstageoftheproductlifecycle

becausetheyarenewtothemarket.Duringthisprocessofthestagewewillbetryingto

markettotheearlyadoptersandinnovatorsthroughsalespromotionsanddigital

marketing.Duringthistimewewillbehighlyfocusedontryingtoadvertisetobuildbrand

awarenessandcreateexcellentcustomerservicetechniquestocreaterepeatsalesandgaina

positiveimageonourreputation.Thiswillbethetimetoironoutkinks,andmaximize

efficiencyintheoveralloperationsofthebusiness.Thecostandproductionoftheproducts

mayberelativelyhigh,becauseoftheconstantsearchforimprovements.

ProductPlacement:

Retail:

Bunny’swillbeabrickandmortarestablishmentintheheartofWestOakland.Itwill

havearuggedexteriorlikemostoftheotherbuildingsinOaklandexperience.Butinsidewillbe

warmandinviting.Thesignagewillbeboldandcoordinatewiththecolorsthatthebrand

encompasses.Therewillbeanoutsidepicnictableareaforcustomerswithdogs,andthose

thatwishtoexperiencethesunshineorthetemperateclimateofOakland.Therewillbe

umbrellasforsunnydaysandheatlampsforcoolerevenings.Therewillbeawalkupcounter

andregisterforcustomerstoplacetheirorders.Therewillbealargemenuboardbehindthe

counter,perhapswrittenonachalkboardforeasyquick-changesandspecials.Bythedoor

therewillalsobethephysicalmenusandprintedtakeoutmenustoperusebeforereachingthe

cashier.Thecounterwillalsohaveallthewinesandbeertapsdisplayedforeasy

selections.Thesilverware,condiments,napkins,andto-gocontainerswillbeplacedbythe

counterforself-service.Patronswillorderthefoodandreceiveanumbertodisplayatthetable

andoneofthestaffmemberswillbringthemtheirorder.Therewillbeanopenseatingarea,

withboothsalongthewallsandtablesandchairsthatarelightandmobile,toadjustforlarger

parties.Therestroomswillbesingleroomandgenderneutral,andusehandblowdryers

insteadofpapertowelstocutdownonwaste.Theartonthewallswillbefromfeaturedlocal

artistsandforsalethroughtherestaurant,andacorkboardwheretheneighborhoodpeople

canpostforhousing,missingpets,eventsormiscellaneousmissedconnections.Therewillbea

spaceinthecornerforamicrophone,sotherecanbesmalleventsduringlunchanddinner,

suchasacousticmusicalperformancesoratrivianight.TherewillbesomeTV’saroundthe

establishment,toplaylocalsportsgames,butonmute.Themusicwillbesettothestaff’s

discretion,butmostlyambient,upbeat,backgroundmusic.Thebackofthehousewillhavea

fulldishwashstation,prepstationandvariouswalkincoolers,freezers,drygoodsstorage,and

office.

Online:

Bunny’swillhavemanypartnershipswithfooddeliveryappsandawellintegrated

websiteandapp,whichwillincludealoyaltyprogram.Itwilldirectlymirrorthebrandand

colorschemeofthemenusandsignage,withbigboldgraphicsandcolors.Theappwillhavean

“ordernow”andpickupoption,wheretheywillbesenttoapageofferingallofourproducts

andmerchandise.Bunny’swillalsocreatepartnershipswith,UberEats,Caviar,DoorDash,and

GrubHub,andEat24(apartofYelp)tocreateoptimumdeliveryoptions,withouthavingto

employdriversanddependingonlocation,adesignatedparkingspaceforthosedelivery

drivers.ThewebsiteitselfwillalsoprovidelinkstosocialmediasuchasFacebook,Instagram,

andTwitter.

PromotionalCampaign:

Marketersconstantlyusepromotionalstrategiestocommunicatetheirproductstothe

world.Theyaretheretoinform,persuade,andremindconsumersofaproductinorderto

influencetheiropinionsofelicitaresponse.Asanewbusiness,withnewproductstoan

existingmarketthemaingoalofBunny’sWestOaklandmarketingpromotionsaretobuild

awareness,createinterest,provideinformation,andstimulatedemand.

Advertising:

Advertisingisamassmediaapproachthatinvolvescommunicatingaconcepttoalarge

audience.ThisformofpromotionwillworkwelloverthegeographiccenterofWestOakland

andwillconsistofoutdooradvertising,aswellaslocalrelatedpublications,suchastheEastBay

Express,SanFranciscoChronicleandSFWeekly.Theprintadswillincludephotosofthefood

andtheestablishmentaswellasacoupon,foronlineorderingorin-housepurchases.Bunny’s

planstoimplementaguerillamarketingtactic,byusingcarrotstencils,stickers,andspraypaint

tocoverabandoned,graffiticoveredareas,andsidewalksofWestOakland.Thecarrotswillbe

pointedinthedirectionofBunny’sandcanbefollowedthroughanadventuretoreachthe

establishment.

Online:

Bunny’splansonutilizingInternet-basedadvertisingtobuildbrandawarenessvery

heavilyinthefirstcoupleofmonthsofopeningtogenerateabuzzaroundthe

establishment.BunnyplansonattractingusersyouarealreadyactiveontheInternet,and

continuetopostabouttheiropinionsthroughpostsonSocialMedia.Therewillbealimited

amountofadvertisementspurchasedonFacebook,sothegeographicalOaklanduserswill

begintoseeitappearontheirfeed,makingtheconsumersawareoftheBunny’sWestOakland

brand.

SalesPromotion:

Salespromotionreferstoallpricerelatedpromotionalcommunications.SinceBunny’s

WestOakland,willbenewtothemarket,weintendonusingseveralsalespromotionstoget

bodiesinthedoor.Wewillengageinamoneysavinghappyhours,wherealcoholicbeverages

areacertainpercentageofftheirmarketprice.Duringthistime,wewillalsobeofferingfood

snacksandbitesandacheaperprice,asincentivetogetpeopleinthedoor.Aswecontinueto

integratedigitally,wewillbeabletohavealoyaltyincentiveprogram,whichscansthebottom

ofthereceipt,orhasadigitalpunchcardtypeofprogram,forafreeproduct.

DigitalMarketing:

Weareinatechnologicalhub,inatechnologyage,somostofourpromotionalefforts

willbeexecutedviatheInternetandsocialmedia,becausetherearemanychannelsfor

promotionalcommunication.Bunny’sWestOaklandwillbeheavilyfocusedontheirdigital

marketingtechniquestoreachthemajorityoftheircustomers.Bunny’swillhaveanactive

Facebookpagethatwillbemanagedbyhootsuite.comtoensureallpromotionalpostingcanbe

doneinanefficientmanner.ThiswillallowBunny’stocommunicatewithitscustomers,poll

customersaboutnewproducts,announceevents,andnewsalespromotions.Wewillbetaking

picturesandpostingheavilyonline,tocreateagreatervisionofbrandawarenessand

inclusivity.Wewillbepostingfrequentlyoninstagramwithsethashtags,sowecanreacha

largernumberoffollowersandengageinotherfoodrelatedpagesandinterests.Ourtwitter

willbequickwittedandpertinenttothecultureofWestOakland,byfollowinglocalbusiness

andtrendsettersinthearea.Bunny’stargetmarketfrequentlyusestheseavenuesonsocial

media,andwewillmakefulluseoftheseplatformstocommunicatedetailsandanyadditional

information,andtoengagewithcustomersonaregularbasis.Bunnyswestoakland.comwillbe

awell-brandedinformationbasedwebsite.Wherecustomercanreadourmissionstatements,

learnaboutourhistory,viewourmenusandpurchasemerchandise.Ourwebsitewillalsohave

asectionwherecustomerscanorderfoodproductsonline,andpickupattherestaurant.

PromotionalActivities:

Bunny’sWestOaklandwillengageinmanypromotionalactivitiesandeventstohelp

communicatethebrandandmessagefromthecompany,throughactionsanddirectfaceto

facemarketing.Bunny’swillengageinFirstFridaysandothersmallerstreetfestivalstoprovide

foodwithasmallerselectmenu,andtheabilitytopurchasemerchandise.Wewillalsobe

lookingtosponsorlocaleventsthatcorrelatewithourmissionstatement,ofbringinga

communitytogether,andotherselectcauses.Thiswillraiseawarenessforthebrandandthese

promotionalactivitieswilldemonstrateourbeliefsandpositiveimageforourcompany.

PricingObjectives:

Bunny’sWestOaklandwillimplementbothastatusquoandreturnoninvestments

pricingstrategyfortheirproducts.Wewillbedoingacostbasedanalysisofourproducts

factoringinoperation,labor,andmarketingcostsaspercentagesineveryproduct,sowecan

seeourreturnoninvestmentineverypurchase.Asthemarketfluctuates,wewillalso

fluctuatetomatchourcompetitors,removingproductsiftheyaretoocostly.Bycombining

boththestatusquoandROIpricingstrategy,wecanmaintainthemarketsharewithour

competitors,butalsoputourcompany’sprofitsintoperspectivebyshowingprofitsrelativeto

investment.

EvaluationandControl:

AsanewcompanyBunny’sWestOaklandwillconstantlybeadaptingtochangesand

roadblocks,asweevaluatetheeffectivenessofourmarketingstrategies.Brandawarenessand

customerservicewillbeourprioritybyconstantlydoingqualitychecksandevaluatingfeedback

fromavarietyofsources.Inhousemanagersorsupervisorswillbepresentinhouseatall

timesreadytorectifyanyproblemsthatarise,fromcustomerrelationshipstoproductquality

overview.WithanIPadbasedpointofsalessystem,wewillbeabletomonitorsales,inventory,

andanalytics,observingtrendsthatwecanadapttomakeusamoreefficientcompany.We

willhavealargepresenceonsocialmediatolistentocriticismsandsuggestionsviaour

customers’posts.Wewillbecloselymonitoringouryelppagetohelpintheevaluationand

controlprocessesofourownmarketingstrategies.