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CompanyReport

Submitto

JamesR.Haft

By

VinitaKasemsupapun5045364328

SarintornPuangyoykaew5045466628

OrakarnChantaramungkorn5045376928

Canvas,Crayon&Cafe

Businessdescription:

Ourbusinessisanartcaféthatcombinesabakerycafé,anartsuppliesstore,andanartschoolintoone.Astheartcaféaimstoattractartloversofallageswhoenjoypaintinganddrawingaswellaseatinganddrinkinghomemadedesserts,itwilloffercustomersartsuppliesfromallovertheworldincludingwaterpaints,oilpaints,pencilcolours,brushes,canvases,artpapersetc.aswellashomemadedessertdishesthatarefilledwithcoloursandflavours.Customerswillbeabletopurchasetheartsuppliesandtaketheirtimeworkingontheirartpiecesrightatthecafé.Theartcaféwillalsobedividedintonumbersofzonestocaterdifferenttypesofcustomergroupsincludingthekidzone,thegardenzone,andthelivingroomzone.Varietyofartclasseswillbeavailableforbeginnersthroughtomoreadvancedcustomersdaily,whileartexhibitionsandworkshopswillbeconductedonaregularbasis.Theartcaféisacasualmeetingplaceforthosewhowanttolearnandsharetheirpassionforartwhile

enjoyingtheirdessertsandfeelingrightathome.

Vision:

Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalks

oflifethroughart,apieceofcake,andacupofhotchocolate

Mission:

Acaféwhereanyonecangetintouchwiththemselvesandsharestoriesinlifewithfellowlike‐minded

friendsthroughartusingourbestqualityartsuppliesinafriendlyatmosphere

Targetgroups:

1.Universitystudents(age18‐22)

2.Youngadults(age23‐30)

3.Parentswithyoungchildren(age26‐40)

Althoughtheymayvaryinage,theydosharecommoncharacteristics.

Themostimportantthingistheyenjoyartintheirpastimeafterworkorstudy.Thus,theyare

sometimestootiredtocleanupafterdrawingorpainting.Moreover,astheyliveinurbanareaas

Bangkokandmayliveinlimitedspacessuchasapartments,theymightnothaveinspirationalspaceto

createanartpiece.Theyalsodonothaveproperequipmentstokeeptheirartsuppliesingood

conditions.Althoughtheyareamateurartists,theyaremotivatedtomaketheirartsqualityonesto

representthemselves,makingthemattractedtoqualityproducts.Bachelordegreeorhighereducation

backgroundaswellasexperienceinforeigncountriesallowthemtobemoreopentooptionsintheir

livesincludingartsupplies.Thetargetgroupshavemoneytospendastheyarefrommiddletohigh

sociologicalclass.Therefore,theycanaffordproductsandservicesatCanvas,Crayon,andCaféthat

addressandsolvetheirtroublesomesituationswhilemakinganartwork.

Branding:

1.Name:“Canvas,Crayon&Café”

Thenameclearlyreflectsourbusinessintention–tobeacombinationofanartsuppliesstore,anart

school,andabakerycafe.Thewords“canvas”and“crayon”alsoreflectourtargetcustomers.

Specifically,“canvas”representsourthreedirecttargetgroups–universitystudents,youngadults,

andparentswithyoungchildren–aswellasgivingasophisticatedimage;whereas,“crayon”

representstheindirecttargetgroupwhichisyoungchildrenaswellasyieldingfriendlyimage.

Moreover,therepetitionoftheletter‘C’alsohelpscreateaniceflowtothepronunciationofthename,

makingiteasiertoremember.

2.Logo

Thelogothatwe’vechosenistheresultfromthe

combinationofthestrengthsofourfirstthree

initiallogos.Afterthesurvey,wehavecollected

allfeedbackandrecommendations;fromwhich

ourfinallogowascreated.

Thecoffeecuprepresentsthecafépartofour

businesswhilethemosaicsquaresrepresentthe

artpart.Thethreedifferentcolorsusedoneach

partofourbusinessname,CanvasCrayon&Café,

alsorepresentsthethreezonesinourartcafé.

Thegreencolorintheword‘Canvas’represents

thegardenzone,theyellowintheword‘Crayon’

representsthekidzone,andthepinkintheword

‘Café’representsthelivingroomzone.

Asawhole,we’vemadeourlogoquitecolorfulinordertoexpressthefun,lighthearted,andartistic

positioningofourartcafé.

3.Slogan:“ColourYourLife”

AsourArtCafeisallaboutart,joy,andexperiencing,theslogan‘ColourYourLife’directlyrepresents

thisstrongpositioningofourbusinesstowardsthecustomers.

Theword‘colour’canbeinterpretedintodifferentmeanings.Forexample,theword‘colour’could

simplyhavethedirectconnotationofArtoritcouldconnotethefeelingofbeinglively,fun,orhappy.

Byusingtheslogan,wealsointendtoexpressourbusinesspursuetobemorethanjustanartschool,

anartsuppliesstore,oracafe,butsomethingthatwouldbringhappinessandjoytoourcustomers

lives.Furthermore,theslogancanbeappliedtoallofourtargetcustomersgroupsaswell.

4.Storeenvironment

Thethreezones:

• Thekidzone

o Thiszonewillbedecoratedwithcolourfulminiaturefurnitureforlittlekids.The

wallswillbepaintedinwhite,sothatchildrencustomerswillbeabletopaintand

expresstheirartideasdirectlyonthewall.

• Thegardenzone

o Thegardenzoneisanoutdoorzoneforpainterswhoenjoyandgetinspiredbythe

relaxingoutdoorscenery.Thegardenwillbecoveredwithflowers,trees,fountains,

andwaterfalls.Whitechairsandtableswillbescatteredaroundthegarden,allowing

customerstoenjoytheirprivatespace.

• Thelivingroomzone

o Thislaid‐backzonewillimitatetherealenvironmentofalivingroom.Withlight

musicplayinginthebackground,thecustomerswillbeabletounwindonthe

couchesandpaintwhilehavingtheircoffeeanddeliciouscakes.

Artsuppliesstore

Varietiesofartsuppliesfromallovertheworldwillbedisplayedhereforsale.Allthewaterpaints,oil

paints,andpencilcolourswillbedisplayedoneachseparatewallsinthestore,wherecustomerswill

beabletofindanycolourpossible.Thecanvasesandthebrusheswillbedisplayedrightinthemiddle

ofthestore,socustomerswillbeabletochooseandgrabthemeasily.Othermiscellaneousart

supplieswillbeorderlydisplayedontheshelvesaroundthestore.

Cafe

Varietiesofbest‐qualityhomemadecakesanddessertswillbedisplayedinthelargecakedisplay

fridgeandcakestands.Freshlybrewedcoffeewillbemadeandserveddirectlyfromthecoffeebar,

whileotherbeverageswillalsobefreshlymadebehindthecounter.

5.Customergallery

CustomerscandisplayanyartworkthattheyhavecreatedattheCanvas,Crayon&Cafeatthecafe.

Theycanalsobuyorsellartpiecesthroughus.

6.Uniforms

• WhiteshirtandartistaproninCanvas,Canyon&Cafe’scolours

• Artsuppliesintheapron’spockets

7.Events

Artexhibitions

Canvas,Crayon&Cafewillholdartexhibitionsatourcustomergalleryregularly.Unliketheusual

customergallerythatcustomerscandisplayanyartpieces,forexhibitionstheirworkhastobe

relevantwiththetheme.Notonlytheexhibitionwillactasachannelforartbuyersandsellers,butit

alsowillencourageourcustomerstocreatetheirwork.

Talksandworkshopsfromartists

Aswefoundfromthesurveytestingvisionandmission,wefoundthatthesurveyparticipantswere

attractedbywordssuchas“share”and“inspire.”Therefore,byarrangingtalksandworkshopsfrom

well‐knownartists,Canvas,Crayon&Cafehopestoencouragesharingofknowledge,techniquesor

ideasthatwillinspireourcustomerstocreatetheirartwork.

MarketBackground:

Thetrendofartsandcrafthasbeenrevivedgloballyduringthepastyears.Knittingclubs,thetrend

thatoriginatedintheUnitedStatesthenspreadtoEuropeandAsia,tobeginwith,peopleacrossthe

globeenjoyspendingtimewiththeirfriendsandhobbiesthattheylikeandsharingtipsand

techniques.Knittersofallagesandgendersgatherincoffeebars,pubsandclubs.

Therefore,someentrepreneurssawopportunitiesofthepair,knittingandcafé,andcreated

businessesthatevolvearoundthem.BigKnitinThailand,forexample,gainedasignificantpublicity

whenitwasfirstlaunchedin2008bybeingthefirstknittingcaféinThailand.BigKnitissuccessful.

Becauseofitsreputationinthegenre,atthebeginningofyear2011,itevenbranchedoutto

publishingitsownknittingbook.

Whileknittingclubsandcaféshaddominatedthemarket,otherbranchesofartsandcraftsbeganto

drawsomepublicattentionandinvestorsin.SewingcafésasLinkleinBerlinandSweatShopinParis

madebignewsnotlimitedtotheircountriesandreceivedmuchcomplimentsasbeing“creativeand

innovative.”Theyaresaidtoberespondingthetrendofpeoplereturningtohomemadefashion.

Ourcompanyperceivesthatthisisagreatopportunitytoutilizethisemergingtrendwhilebeing

creativeandinnovativeonouruniquesellingpoints.BybeingthefirstofitskindinThailand,wehope

todeliveruniqueexperiencetoourartlovercustomers.ThefollowingSWOTanalysiswillgiveamore

thoroughunderstandingorbothinternalandexternalfactorsaffectingthebusiness.

SWOTAnalysis

Strengths Weaknesses

ThefirstofitskindinThailand

Exclusivelyimportedartsupplies

Artschoolforeveryageandlevel

Selectedhomemadebakery

Price→Offeronlyimportedartsupplies

Lackofawareness

Opportunities Threats

Nodirectcompetitors

Increaseofattentionforartandcraft

Goingtocaféasahiplifestyle

Highcompetitionresultedfromthepopularityof

cafebusinesses

Limitedsizeofartbusiness(buying/selling

artwork)inThailand

Implications:

• Wecanjustifythehighpriceofourartsuppliesbyofferingexclusivequalitybrandsthathave

stronguniquesellingpoints.Therefore,customerscannotfindothersubstitutesexcept.

• BecauseCanvas,Canyon&CaféwillbethefirstartcaféinThailand,wewillinveston

promotingituniquesellingpointduringitslaunchtogainawarenessandtodifferentiateit

fromothercafés.

Competitors

DirectCompetitors:

WehavenodirectcompetitorswhopositionthemselvesasanartcaféasCanvas,Crayon&Cafe.

However,therearealotofindirectcompetitorsthatmightbeachoiceofplaceforcustomersto

choosetogo.

IndirectCompetitors:

BigKnitCafe

Uniquesellingpoint:Combinationofacafé‐stylerestaurant,aknittingsupplystore,andaknitting

school.Itclaimstobetheonlycompanythatimportsbrandnameyarn.

Location:NaturalParkBuilding,SukhumvitSoi49

Customers:celebrities,socialelites,youngmoms,andcollegestudents

AfterYouCafe

Uniquesellingpoint:AdessertcaféofferingarangeofJapanesestyledessertsandall‐daybreakfastin

arelaxingenvironment

Location:J‐Avenue,Thonglor13;LaVilla,Ari;GroundFloor,SiamParagon

Famousmenus:ShibuyaHoneyToast,all‐daybreakfast

Storeenvironment:Outdoor/gardenareaprovided(acouplebenchoutsidesurroundedbysmall

greentreesandanumbrella)

3.CakewalkCafe

Uniquesellingpoint:Aplacethatyoucanfeelatasteoffashionandenjoycustomizedcakesfor

variouseventssuchaswedding,anniversary,graduation,birthdayetc

Location:GrandHeritageBuilding,ThonglorSoi13

Famousmenu:AcakeintheshapeoftheiconicChanelhandbag

Service:canberentedforsmallpartiesandfunctionsandrecentlyopenedabakingschool

4.QCafébyQconcept

Uniquesellingpoint:AverydecorativeVictoriana‐inspiredvintageItalianrestaurant

Location:MidtownBuilding,Sukhumvit55,ThongLor

Offers:Italiandishes,wine,coffeeandbakery

5.CheesecakeHouse

Uniquesellingpoint:Aplacewhereyoucanfindvarietiesofsimple,homeystylemenus

Location:ThongLorSoi20

Offers:delicioushomemadecheesecakesandotherbakedgoodies,hotandcoldbeverages,anddishes

suchasporkandoyster

Service:Freeinternetconnectionforcustomers

APPENDIX

NAMETESTINGSURVEYONANARTCAFÉGeneralinformation

Gender: ❏Male ❏Female ❏Other

Age: ❏18–22 ❏23–28 ❏28andabove

Education: ❏Highschool ❏Currentlyattendinguniversity ❏Graduatedfromuniversity

Incomepermonth: ❏Lessthan10,000 ❏10,001–20,000

❏20,001–30,000 ❏30,000andabove

Doyouhavekids: ❏Yes(howmany)_______ ❏No

Businessdescription

Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.

Offers:

• Qualityartsuppliesfromallovertheworld

• Homemadedessertdishesthatarefilledwithcoloursandflavours

• Differentzonessuittodifferentcustomers’taste

o kidzone

o thegardenzone

o thelivingroomzone

• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers

Nametesting

1.Giventhedescriptionabove,whatdoyouthinkwouldbethepossiblenameforthestore?

______________________________________________________________________________________________________________

2.Pleaselistwhatdoyouthinkofwhenyouhearthefollowingnames:

Vivid Paintme Canvas&Crayon

1.___________________________ 1.___________________________ 1.___________________________

2.___________________________ 2.___________________________ 2.___________________________

3.___________________________ 3.___________________________ 3.___________________________

3.Giventhedescriptionabove,pleaserankthenamesonthefollowingfactors:(1beingthebestand3beingthe

worst)

Appropriate Meaningful Memorable Understandable Pronounceable

Vivid

PaintMe

Canvas&

Crayon

4.Pleaseranktheoverallaspectofthenames(1beingtheonethatyoulikethemostand3beingtheonetheyou

liketheleast)

_____Vivid _____PaintMe _____Canvas&Crayon

5.Doyouthinktheword“café”isessentialinthename?(E.g.VividCafé,PaintMeCafé,Canvas,Crayon&Café)

❏Yes ❏No

VISIONANDMISSIONTESTINGSURVEYONANARTCAFÉGeneralinformationGender: ❏Male ❏Female ❏OtherAge: ❏18–22 ❏23–28 ❏28andaboveEducation: ❏Highschool ❏Currentlyattendinguniversity ❏GraduatedfromuniversityIncomepermonth: ❏Lessthan10,000 ❏10,001–20,000 ❏20,001–30,000

BusinessdescriptionOurbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.Offers:

• Qualityartsuppliesfromallovertheworld• Homemadedessertdishesthatarefilledwithcoloursandflavours• Differentzonessuittodifferentcustomers’taste

o kidzoneo thegardenzoneo thelivingroomzone


Visiontesting

Vision:

Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalksoflife

throughart,apieceofcake,andacupofhotchocolate

1.Doyouthinkthevisionreflectsourbusiness? ❏Yes ❏No

2.Isiteasytounderstand? ❏Yes ❏No

3.Doyoufeelinspiredbythevision? ❏Yes ❏No

Why?______________________________________________________________________________________________________________

4.Whichpart(s)ofthevisioncaptureyourinterestthemost?

____________________________________________________________________________________________________________________

5.Whichpart(s)ofthevisioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?

____________________________________________________________________________________________________________________

6.Doyouthinkourvisionisachievable? ❏Yes ❏No

Why?______________________________________________________________________________________________________________

Missiontesting

Mission:

Acaféwhereanyonecangetintouchwiththemselvesandsharelifestorieswithfellowlike‐mindedfriends

throughartusingourbestqualityartsuppliesinafriendlyatmosphere

1.Doyouthinkthemissionreflectsourbusiness? ❏Yes ❏No

2.Isiteasytounderstand? ❏Yes ❏No

3.Doyoufeelinspiredbythemission? ❏Yes ❏No

Why?______________________________________________________________________________________________________________

4.Areyouinterestedinworkinginthiskindofbusiness? ❏Yes ❏No

5.Whichpart(s)ofthemissioncaptureyourinterestthemost?

____________________________________________________________________________________________________________________

6.Whichpart(s)ofthemissioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?

____________________________________________________________________________________________________________________

7.Doyouthinkourmissionisachievable? ❏Yes ❏No

Why?______________________________________________________________________________________________________________

NAME,VISION,ANDMISSIONSURVEYRESULTSANDANALYSISNametestingNameselected:CanvasCrayon&Café

• 9/15=60%ofpeoplelikedCanvas&Crayonthemost.• 12/15=80%ofpeoplethoughtheword“cafe”isessentialinourbusinessname

Canvas&Crayonwashighlyratedinappropriateness,understandability,andmemorabilityNote:EventhoughoverallCanvas&Crayonwasn’trankedthehighestinallcharacteristicscategories,thesurveyparticipantslikeditthemostoutofthethreenames.WhatdotheythinkofwhenhearCanvas&Crayon

• Colorful• Painting• Pastel• Art/Artist/Artshop• Kids• Creativity• Sophisticatedpainting/work• Veryartistic

WhatdotheythinkofwhenhearVivid:

• Oilcolor• Acryliccolor• Colors• Strong• Boldcolor• Yellow• Freedom• Rhythmoflife• Senseofcommunity

WhatdotheythinkofwhenhearPaintMe:

• Bodypaint• Painting• Sexual• Artclass/Artschool• Handmadeshop• Playful• Fun• Relaxation• Messiness• Kids• Colorpencil

Note:AlthoughPaintMerankedsecondinpopularity,theassociationsofthenameistoobroad,inconsistent,andconfusing.Suggestedname:

• Brushed&Cakes• SweetMeUp• ColorfulDay• ColorfulBake• RainbowBun• WhiteSpace• LittleArtist’sCafé

Visiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythevision?>>100%Yes

• “Ilikeartpersonally.”• “Thetoneandstyleisinspirational.”• “Itseemslikeachicplace.”

4.Whichpartsofthevisioncaptureyourinterestthemost?

• “Hotchocolate”• “Allwalkoflife”• “Connectandinspirepeople”• “Inspirelifethroughart”

*Note:Itcanbeimpliedthatourtargetgroupwantstobeinspired;therefore,ourcafécanconsiderimplementingeventsandactivitiesthathelpinspirethem.6.Doyouthinkourvisionisachievable?>>100%Yes

• “Yes,soundnottooout‐of‐world”• “Reasonable”• “Theofferswellreflectthevision”

Missiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythemission?>>100%Yes

• “Ilikeart.”• “Friendlytoneofthesentence.”

*Note:Asseeninbothvisionandmission,thereasonthesurveyparticipantsfeltinspiredwasbecausetheylikeart.4.Areyouinterestedinworkinginthiskindofbusiness>>80%Yes5.Whichpartsofthevisioncaptureyourinterestthemost?

• “Artsupply”• “Bestartsupplies/friendlyatmosphere”• “Sharelifestoriesthroughart”

*Note:Sinceourtargetgroupispeoplewholikeart,theword“art”and“artsupplies”attractedthemost.6.Doyouthinkourvisionisachievable?>>100%Yes

• “Getintouchwithpeople”• “Soundstookiddy.Noonegatherandpaintatthemall”

7.Doyouthinkourmissionisachievable?>>100%Yes

• “Realistic”• “Soundnotthatdifficult”• “Matchwithbusiness”

LOGOTESTING


Offers:




o kidzone

o thegardenzone

o thelivingroomzone


LOGOTESTING

Logo1

Pleaseratethefollowing(5beingthebestand1beingtheworst)

______appropriate______memorable______meaningful______believable______attention‐getting

Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________

Logo2



Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________

Logo3



Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________Whichlogodoyoulikemostoverall?Pleaserank.___________________________________________________

LOGOTESTING


Offers:




o kidzone

o thegardenzone

o thelivingroomzone


LOGOTESTING


______appropriate______memorable______meaningful______believable______attention‐gettingDoyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________

SLOGANTESTINGLifeiscolourful


______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________ColouryourlifePleaseratethefollowing(5beingthebestand1beingtheworst)

______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________KeepinglifecolourfulPleaseratethefollowing(5beingthebestand1beingtheworst)

______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________

‐THANKYOUFORYOURCOOPERATION‐

LOGOANDSLOGANSURVEYRESULTSANDANALYSIS

Logotesting

StrengthColorfulsquarescatchattentionWeaknessesTooplainSquaredoesnotrepresentthebusinessLackofcafébusinessangleStrengthPaletteandcoffeecuprepresentthebusinesswellWeaknessesClutter–toomuchisgoingonLackofconsistencyinfontsusedNote:Asallthreeofourproposedlogoshadweaknessesandnoneofthemhadstoodout,werejectedthemaswellascreatedanewlogothatcombinedthestrengthsandaddressedweaknesses.Thenwetestedagainusingthesamequestionsandgotpositivefeedback.Slogantesting

Colouryourlife

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