I. Executive Summary

Introduction: The objective of our project was to figure out a way to target a different generational market

than their original target market. We began our research by going online to find primary and secondary

resources to help us better understand generational marketing. After we collected information, we gave out

surveys to local San Leandro residents. After we examined the survey, we realized that we needed a better

way to advertise what 8­Twelve was and how we could target the generational market of the Baby Boomers

who range from the ages 50­70. 8­Twelve’s weakest generational customer’s are of course, the Baby

Boomers.

Research: Conducting information and collecting research is a major and important part of finding out a

way to target these Baby Boomers. The data we obtained allows us to identify what the business needs in

order to start gaining more customers of the Baby Boomer generation and fulfill the objective.

Secondary Research Primary Research

Articles found online Social Media Statistics Census Bureau Information

Online Surveys Personal Interview with Owner, David

Kuang Observations of the Business Focus groups

This information allowed us to make a conclusion on how we could improve the generational market and

propose our plan.

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Findings: The business has had the strengths through it’s unlimited toppings for it’s drinks, friendly

atmosphere, affordable prices, and helping the community through fundraisers. Another plus about 8­Twelve

is that they are the only Tapioca Cafe in Downtown San Leandro that

has an Oriental Market with a variety of Asian snacks, which is found

in their store. While 8­Twelve has only been in business for 1 ½ years,

their continuation of serving the community is vital. Receiving more

generational customers, especially in their least amount of Baby

Boomers would be a plus to their already popular business.

Weaknesses that we have found in 8­Twelve is that the business lacks

advertisement. 8­Twelve is up to date with their cafe atmosphere, but

not so much with their social media, general advertisements and special offers. Their unique Oriental store is

also hidden so not many people know about it.

Proposed Plan: We proposed a plan to help develop an increased amount Baby Boomers as their new

promotional target market. First we did primary research by looking at

Yelp and reading the comments that people had to say about the business,

then we listed the pros and cons of what we thought the business had. To

get even more back up information we sent out emails and printed out

surveys for San Leandro residents to take. After we received results from

the survey we took their advice and made some adjustments. The results

from our Google form helped us find out exactly what we needed to do in

order to have some generational changes.

First of all, many Baby Boomers hadn’t heard of 8­Twelve. The idea of having not just social media

advertisements but also newspaper advertisements because most every San Leandro homeowner reads the

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San Leandro Times. On the newspaper we will submit coupons and special offers about 8­Twelve. Our next

idea to target the Baby Boomers that have an Asian/ Asian Pacific Islander ethnicity. To make this more

efficient we would like to start having booths at San Leandro Cherry Festivals, Sausage and Sudds Festivals,

and weekly San Leandro Farmer’s Markets. San Leandro is famous for having the best cherries since the

1900’s which makes the event even more popular. The San Leandro Farmer’s Market is also another event

opportunity because it happens every Wednesday and has a high percentage of customers who show up. All

of these events obtain customers of about 14,000+ that actually show up. This is because not only San

Leandro residents show up to these events, but many come from all over the Bay Area.

Proposed Budget: Since we will be improving the generational market of course additional expenses

are required. To develop and launch our Weebly website, we will purchase 11 units for $25.00 per unit with

it being a total of $275.00 to maintain our website. Our use of social media on Facebook,Twitter, and

Instagram will have no charge because its free to post so it will cost $0.00. This will allow us to

advertisement at any moment of the day without having to pay a penny for it. When we send out flyers to the

residents of downtown San Leandro we will be purchasing 1,000 units to be able to get the majority of

downtown residents near 8­Twelve. Each flyer costs $0.05 so the initial total will end up being $50.00 for

1,000 flyers. The flyers will be sent out with a person who will walk around the entire around Downtown

district for minimum wage (approximately Our total costs for one year will wind up to be approximately

$465.00.

II.Introduction

A. Description of Business: In 2013 a new and modern Tapioca cafe and Oriental

market was built with a big transformation from the old pottery

shop that it was previously. This was a big hit for San Leandro

because tapioca drinks had started to become a trend everywhere,

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but especially in San Leandro. Before 8­Twelve San Leandro only had two Tapioca cafes, which were

Tapioca Express and Quickly’s, both were in far distance from each

other so it wasn’t much competition between the two. What was so

unique about 8­Twelve is that it is both an Oriental Market and a cafe

business that provides unique Tapioca drinks and allows you to have

unlimited toppings for your drink along with a variety of flavors, snacks

and Vietnamese sandwiches. Not only do they have sandwiches they

also serve small snacks such as their popcorn chicken, french fries, egg rolls, eggettes, crepes and much

more, which are made freshly to order. From it's grand opening

and even to this day, 8­Twelve is a very popular place to hang

out and grab some delicious drinks and food. Whether you’re

grabbing a quick drink or staying to sing some karaoke on their

machine and play some board games, 8­Twelve’s service will

never fail to give you outstanding service. 8­Twelve has made a

difference on many San Leandro residents through it’s not only

school fundraisers, but regular fundraisers other than schools too.

This Tapioca Cafe has impacted many teenagers because not

only is it more affordable than other Tapioca Cafes in San

Leandro but also has the most friendliest and welcoming atmosphere with the most unique tapioca bar.

8­Twelve has shown loyalty towards their customers through their incentives and prizes. For

example, on their

traditional “ 8/12” day

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they sell half priced drinks and half raffle prizes such as iPads, iPods, and gift cards. Not only, do they sell

half priced drinks on “8/12” day but also on select holidays such as Labor Day. Many customers also show

their loyalty through staying true to 8­Twelve and

have “converted” to 8­Twelve as oppose to the other three Tapioca Cafes, T4, Tapioca Express and

Quickly’s in San Leandro. 8­Twelve is most popular for having the most affordable tapioca drink in San

Leandro with it’s great quality unlimited toppings. Besides the great quality of drinks they have, their

customer service is also what wins the competition.

In terms of atmosphere, when you walk into 8­Twelve the first thing the employees do is greet you to

make sure you’re comfortable with the everything. They also have free wifi available to all customers. One

of the key factors to 8­Twelve is how they designed their atmosphere with it’s modern take on furniture and

technology which allows it to target mainly teens and early adults, therefore losing it’s appeal towards Baby

Boomers. At 8­Twelve they also offer a reward stamp card that you can get stamped after every visit and

once you reach your tenth drink you can receive a free drink of your choice at any size. If you aren’t so sure

about a certain flavor or food, employees will be sure to give you a quick sample to make sure you are

satisfied. A plus about their Oriental market is that they have a wide variety of Asian snacks, candies and

drinks that can't be found anywhere else in Downtown San

Leandro. 8­Twelve is open Monday through Sunday from

11:00AM­10:00PM. 8­Twelve's late hours are plus,

considering none of the other Tapioca Cafes in San

Leandro stay open this late along with other stores in the

city. This is a strong competitive advantage over most

businesses in the area, while most of them will end as early

as 8:00 PM, 8­Twelve remains completely open and in service.

B. Description of the community

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Geographic:

In the city of San Leandro as of 2013 there is an estimate of

over 88,000 people.

8­Twelve is located in the heart of the east bay. The Bay Area

as a whole holds a strong community with lots of shoppers and

food lovers. This gives 8­Twelve a huge opportunity to sell

what they offer to a wide variety of people.

Socioeconomic:The community of where 8­Twelve lives in is very peaceful and full with

life.Historically San Leandro is known as a Portuguese city but is now one of the most

diverse cities. In the 1800s and early 1900s San Leandro was extremely popular for its

delicious

and abundant cherry harvest.

San Leandro's weather also

makes it a great place for

outdoor recreation. Since it

has an average temperature of

62 degrees and average

rainfall of 19 inches per year,

outdoor activity at any one of

the many City parks is possible all year round. Plus there are many small businesses owned in the area that

all sell different things like a Bike Store, Markets, Small Restaurants and much more. Although all

neighborhoods may show how each are unique and different in San Leandro, the people in this area are very

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involved with the community. The ages in this scatter everywhere to every age group there is. And since

there are a few local schools in the area, 8­Twelve is a very popular place to stop at to get a quick snack.

Demographics: The community of San Leandro consists of many ethnicities and ages that.

San Leandro is one of the most diverse cities that are in the Bay Area. WIth an estimate of

88,000 people of those residents 48% are male and 52% are female. The racial diversity this

city holds is very strong. White residents being 37.6% of the community, Asian/Pacific Islanders are 30.5%,

almost tieing up with the Hispanic/Latinos being 27.4%. And with African­Americans are at 12.3%, and

other races at 13%. A popular business that supplies affordable food with a comfy feeling is a win win for

everyone that comes into this store! Overall what this store brings is the community coming altogether, from

different ages, ethnicities and much more, this store unifies it all. People who are having a down day can

simply come and become satisfied from their service in an instant from their freshly made milk tea, to their

home made vietnamese sandwiches, they serve high quality food.

According to the U.S. Census of 2014, the age and ethnicity breakdowns for San Leandro are:

Age

Under 18 – 22%

18­24 – 8.6%

25­44 – 27.7%

45­64 – 28%

Above 64 – 13.7%

Ethnicity

Caucasian – 37.6%

Asian/Pacific Islander – 30.5%

Hispanic/Latino – 27.4%

African­American – 12.3%

American Indian ­ .8% ­

Other – 13%

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The baby boomer generation of Asia those born in the 70’s and 80’s

takes over from their parents, and will be the wealthiest, longest living,

most mobile generation this part of the world has seen in a

millennium.These baby boomers will do for this region what the

post­war generation did for the US, Europe and Japan. They will

redefine social and work norms, and will produce consumer products

and services that might be completely alien to western companies.

Their consumption patterns are changing, lead by increased

disposable income and a younger generation eating more protein and

packaged foods. They will buy baby foods, speciality foods organic,

lactose free, gluten free and more and will patronize brands that help

them define their own unique image in a changing society.

C. Overview of the business or organization’s current target market

8­Twelve has currently been serving business for about 1 ½ years

and has seen their business expand through the many new

customers they receive from many other cities. Their current

target market are teenagers and early adults from average ages

ranging from 15­25. Tapioca drinks have become such a popular

trend throughout the Bay Area among teens, that its impossible to

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not have at least an idea of what a tapioca drink is. Tapioca drinks have always been seen as something odd,

considering the little tiny brown tapioca balls at the bottom of the drink. If you’re someone that has an Asian

background you’ll know exactly what this treat is, as for the people who think these Tapioca balls are nasty,

you’re in for a surprise. Tapioca balls are made out of starch from a cassava plant, this type of starch is

completely different from corn starch because it freezes well and can be reboiled and also maintain it’s jelly

texture.

Tapioca cafe’s mainly target teens ranging from the age of 13­and above. They don’t only target

teens, but they are their main current consumers. Recently, many children and adults have tried tapioca

drinks and they have become a recent trend. In the past, many people thought that tapioca pearls were

disgusting due to the way they looked. Why does something as small as Tapioca pearls matter to the target

market? Well this is because research from the U.S Census Bureau explains that many Baby Boomers are

known for being afraid of trying new or odd things that they’re not used to. Due to the

looks of the Tapioca pearls it makes the Baby Boomers not want to try it because they’re

either afraid of what its made of and what it can do to them or they’re just plain scared of

trying new things. This is why we want to change things up and have them as our new

target market, we want to show them that Tapioca drinks are not all that bad and could potentially end up

loving them and become a regular at 8­Twelve. By create advertisements that are more Baby Boomer

friendly, we are creating a way to reach out to these people who are either afraid of Tapioca drinks or don’t

even know it exists.

Target Market Summary

Demographics: Geographics:

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Baby Boomer ages 50­70 who is looking for

a place to buy affordable Tapioca Drinks

Baby Boomer who is in the downtown San

Leandro,Hayward, Castro Valley, Oakland

area

Psychographics:

Needs a place with friendly atmosphere and

good service

Wants Quick service and tasty snacks

Other Important Information:

Be willing to pay $2.00­5.00 for drinks

Within the 1 ½ years that 8­Twelve has been serving business they have been completely successful with

their original target market of teenagers, but what they lack are the attention of the Baby Boomers. With the

Baby Boomer’s coming in this could potentially create a bigger community for 8­Twelve and help expand

who they sell to. The changes to help this objective to be completed would obviously be to have more

advertising in a more Baby Boomer friendly way. Most Baby Boomers read the newspaper and hear ads on

the radio so why not use that. Although social media is the best way to create free advertising, not many

Boomers have social media or actually know how to correctly use it. We will still implement the idea of

creating more social media sites for 8­Twelve and make sure that they are maintained daily but that won’t be

our main focus considering most boomers won’t be on those sites.

III. Research Methods Used in the Study A.Primary Sources

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“A primary source is a document or physical object which was written or created during the time under

study. These sources were present during an experience or time period and offer an inside view of a

particular event.” 1

Primary sources that were used were personal observations such as, going in to the store and ordering

a drink while analyzing the atmosphere the business carried. Another primary source that was used

were personal interviews about the business and what people who have been here thought of it.

Here are some thoughts people had to say about 8­Twelve.

“I love 8­Twelve just the way it is. The crepes there are simply amazing.”2

“8­Twelve is nice. Their drinks are great, but the fried calamari can be better”3

“They have great deals! The food & drinks are really good, but its hard to find parking.”4

Secondary Sources:

“A secondary source interprets and analyzes primary sources. These sources are one or more steps removed

from the event. Secondary sources may have pictures, quotes or graphics of primary sources in them.”

Here are a few positive reviews from Yelp that 8­Twelve has received:

“This place gets 5 stars in my book because of its ability to let groups of people have a good time.

Somehow it accomplishes this without any fancy frills, and that's pretty neat.”5

“This is a wonderful place and I hope they stay in business for a long long time!! Will definitely

come back and bring friends.”6

“It's fairly close to where I live and that's great! I can walk over for a drink and snacks/meal for

an inexpensive price! Also aside from the food services it is a mini market in the back of random

household needs, school supplies, and food!”7

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Initial Observational Survey (Non Invasive)

For the survey we made, we a Google Form asking questions towards

Secondary survey or focus group(s):

Interviews:

Some questions that we would give for the business would be specifically for the employees that work there

and the customers that shop there. A few examples for the employees would be, “what days are the busiest?”,

“what are some of the most popular items?”. Some interview questions for the customer would be, “what do

you enjoy most about 8­Twelve?”, “ Is 8­Twelve one your favorite places to get food”, “Do you come here a

lot?”.

Sales data

Sales data has not been reviewed from us or the business itself.

B. Process used to conduct the selected research methods

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During the process of researching information about the business we are working on, there is a lot of

things that we encountered. The first thing we did before conducting any major research was create a survey

on google drive asking questions such as “what is your favorite item on the menu?”, “what do you most like

about 8­Twelve’s service?”, “how old are you”?”. From these questions we found out we people most enjoy

and how people differ from one another. A lot of people feel differently about what the store offers but each

had favored at least one thing specifically. The next thing we did was go on yelp and see some of the reviews

that people had about 8­Twelve. It was a really one sided battle on if it was a good store and people found it

acceptable, or if they hated the overall experience and never wanted to go back to the store.

It was obvious to point out the flaws that the store had so we brainstormed some ideas on how to

improve it that way people wouldn’t have any cons with the business. Some of the improvements we thought

of were to improve and update their social media work, as it is poorly done. Another one would be to

potentially elevate their service in the store, like writing names on drinks so they wouldn’t be confused with

other people. Research online was also very close to being invisible, They have a Facebook page but is never

updated with anything and only have a few pictures uploaded. Primary source information is not available

anywhere. Space is available to improve this business in every area they offer as a store and cafe.

On top of the data we found through surveys we also visited the other two tapioca cafes in San

Leandro. T4, one out of the two tapioca cafe’s in San Leandro, which is approximately 0.08 miles from

8­Twelve. T4 is a newly opened cafe located in a plaza. Service at T4 is fair, but they don’t acknowledge you

right away. When you walk into the store they have flat screen tvs as their menus, but they don’t have every

flavor on there. On top of the that, T4 is not very affordable because along with the cost of your drink you

still have to pay an additional $0.50 or more for toppings when you can get unlimited toppings at 8­Twelve.

Tapioca Express is the second cafe and is approximately 0.07 miles from 8­Twelve. This cafe was one of the

first Tapioca cafes in San Leandro and remained one of the top tapioca cafe hangouts , until 8­Twelve and

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T4 were developed. Tapioca Express has poor customer service especially within their employees. For

example, they always seem like its a bother when they take your order, on top of that they don’t welcome

you in or ask you if you need help on what to order. Another con is that in order to use your credit or debit

card if you spend under $10.00, you have to pay an additional $0.50.

IV. Findings and Conclusions of the Study A. Findings of the research study. Primary data findings

The process of finding

primary data was not too hard.

Using googles online services

greatly helped gaining research for

this business. A survey was created

that contained important questions

to have an effective hit.

Interviewing our peers was also a

strategy to help gain information from person to person and how they differentiate. To better the information

we got we also interviewed Asian Pacific Islander baby boomers, who gave us useful information on what

their generations knows and wants.

A google survey was created asking important questions like, “ Have you ever been to 8­12?”,

“Where are you from?”, “What should they improve on?”, etc. This survey was sent to everyone we knew

that had emails. And with very little time, people responded to our survey with people having answers from

all over the place. With one of Google Forms online options, you are avaliable to look at an analysis of a pie

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chart for all the multiple choice questions that were listed. With great success of the Google Forms survey,

physical versions were printed out so more could answer we questions we had for them.

Secondary data findings

The process of finding secondary data was gone through a lot of online findings. It was easy to go on

a website like Yelp and gather

information that people have

submitted online. The basic

information like Address, what type

of area they’re in (urban, rural, etc),

how prices vary, and a lot more.

There were mixed reviews and how

people either liked certain things or

were just simply in a bad situation

and didn’t enjoy the overall

experience of what it offered. After

scanning and researching secondary

data that people published

information was listed on what pros

this business had and the cons that

kept surfacing with particular people.

It’s easy to say that once you walk

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into this store/cafe, it has a lot of room for potential from where it already stands.

B. Conclusions based on the findings After gathering both Primary and Secondary Research on 8­12, conclusions were made based upon

the analysis. About ⅓ of the people that completed the survey have never been to this business before with

the majority of people taking it from San Leandro. This shows that there is an area of people who don’t know

what this business is and what it has to offer. Although they may not know what this business is, about the

majority of people who have took the survey know what Snow Bubbles/ Milk tea are, which is the most

popular product they provide and special in. This shows that they contain potential customers that haven’t

been caught any attention of 8­12 yet. Various marketing strategies can be

simply used to reach these people and hopefully have them purchase

something from the business in the future. The reaction most people have

of this business is that the majority do enjoy what this business has to

offer. And even if someone ends up going there and disliking it, they still

order a treat for themselves. This is also an opportunity that this business

is unaware of and needs to take advantage of. Although someone can visit this place and hate it with their

heart, it’s easy to flip that around to make it an area where it’s enjoyable. Something simple like the

organization of how the drinks are processed for the customer can have an easy fix . The original way of how

the drinks that are produced is where you are given the cup and you have the choice to put toppings in or

simply put it on the counter for the drink to be created. Having the name of the customer and a number on

who ordered first on the cup will greatly increase people to liking the system and coming back. When the

system is disorganized like right now, it brings hate towards the store and disliking what they give to the

customer.

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What does the evidence of each area of data collection show about the company? V. Proposed Strategic Plan A. Objectives and rationale of the proposed plan Objectives

1) Objective: Logo Rationale:

By implementing a logo associated with 8­Twelve we will be able to market and reiterate our brand more

effectively. At the moment we feel that that the logo is not doing enough justice and that it isn’t an image

that really “stands out”. Establishing a logo that justifies what this store/cafe offers that is clear and very bold

will attract more customers toward the business,

2) Objective: Increase in community events and improve community interactions.

Rationale:

8­Twelve will be more school and community friendly by hosting fundraisers and other events for its

community. Over time, this will develop a sense of community involvement, and will improve 8­Twelve’s

reputation as a family and community friendly business.

3) Objective: Creating a new production system of creating the food/drinks

Rationale:

At the moment, 8­Twelve has a very sloppy system of creating the food/drinks that people order. A simple

fix for the drink ordering would be to get the buyers name and have a number so this way it isn’t

unorganized. The name would be so that the right person would receive the drink and the number would

have it so it would be created in an order of who purchased things first to last.

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B. Proposed activities and timelines

1. Publicize Locally and Online 2. Create new website, and mission statement 3. Begin consistent updating of social media content 4. Host Holiday Sweater Drive 5. Promotional drinks at retirement homes

Activity #1: Publicize locally and online ­ To increase traffic to the business and maximize the brand efforts,

8­Twelve will begin modernizing their business more. This means more customers, and the brand will come

naturally ­ because a brand is the emotion you feel when you hear a company name. More customers also

mean it will have word­of­mouth promotions, which in turn will cause a larger presence in the community.

Along with that, the city of San Leandro also has their own Farmers Market every Wednesday starting in

March through October. Using this as a way to sell products here could reach a wide range of new

customers. Publicizing locally includes newspaper ads in San Leandro Times, fliers in Downtown San

Leandro, San Leandro High School, and the Marina Community Center. Online publicizing includes the use

of Google Adsense, Google AdWords, search optimization tools, and social media. Google AdSense has a

“Cost­per­impression” option, where you can pay every time someone sees your advertisement. This is

useful since we do not necessarily need someone to rent an apartment to build the brand.

Timeline of Activity

Publicizing Locally January 2016: Collect Capital February 2016: Register on Google AdWords/Google AdSense April 2016: Begin Promotions May 2016: Analyze Results Publicizing Online January 2016: Collect Capital February 2016: Create Fliers

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March 2016: Publish on Newspapers May 2016: Analyze Results

Activity #2: Updating the website and mission statement ­ Renters usually move in from different parts of

the country. By updating the website to make it professional but interesting, more traffic will be generated

for the business. The first thing a customer sees is the business logo, basically making the business’ first

impression. A graphic designer will be hired to develop a new logo that makes it loook “catchy” and

“memorable”.

Timeline of Activity

Sweater Drive through San Leandro High School Interact

January 2016: Figure out changes February 2016: Create blueprint April 2016: Make changes May 2016: Finalize changes Mission Statement February 2015: Brainstorm mission statements April 2015: Finalize mission statement

Activity #3: Begin consistent updating of social media accounts

The last actual update from 8­Twelve on facebook was back in April 19,

2014. From that point on, there hasn’t been any type of social media

update ever since. This is super inefficient and has no type of value at all.

With how big social media can get, it could be strongly used to gain

attraction towards this business.

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Timeline of Activity

Social Media January 2016: Update twice a month February 2016: Update once a week April 2016: Update 2­3 times a week May 2016: Keep consistent

Activity #4: Host Sweater Drive

With 8­Twelve being a very welcome and neighborly business, giving back to the

community would be a great way to offer back to what the people have given

them. The business will collaborate with organizations such as Interact or Key

Club that are located at the San Leandro High School. By collaborating with these

organizations, there will be tons of charity opportunities for them available. Not

only will this have them grow respect as a business

growing with the community it lives in, but it could

help people who are less fortunate and need things to

comfort them.

Timeline of Activity

Sweater Drive January 2016: Update social media and create fliers with Sweater Drive news February 2016: Begin collecting sweaters April 2016: Continue Collecting May 2016: Update social media on how sweaters have been given and distribute to those in need

Activity #5: Promotion with San Leandro Times Newspaper

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There is an average of 87,000 people in San Leandro, with another average of 3 people per household. And

with the San Leandro Times being the local newspaper, there are all potential consumers

Timeline of Activity

Free Drinks at Retirement Home May 2016: 8­Twelve will provide free samples to a retirement home once a month as a community service project. This way we will be joining with the community and also help more Baby Boomers understand what a Tapioca drink is and what is tastes like. As each month passes by we will have brought our Tapioca drinks to the majority of retirement homes in San Leandro which will definitely help us gain more Baby boomer customers.

C. Proposed metrics or key performance indicators to measure plan effectiveness Data will be recorded daily to measure and show that the is growth within the business

itself. Whether it is an application for a smartphone or computer, or even paper. Data

will be recorded on it with all numbers showing which is which and where they came

from. Data will vary as different seasons come and go, and depending on whether

customers will come in on a certain day or not. But for one thing, as the business

grows in social media differences will show and will soon attract more

and more attention.

Once people start to notice that this business is making a buzz,

then more people will be willing to check out what this business actually

has to offer. And with more people liking and purchasing what they have, more data will

keep being added along with money being generated along with it. After the business started to generate

even more money, they could expand into new heights and even have a more broader range of potential

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customers to support the business. With this business collecting important data and generating more money,

they will be taken into further places of business as well.

VI. Proposed Strategic Plan

A. Costs associated with proposed strategies Separate costs by each objective. Include labor, web fees, print fees etc.; How many will it reach? what is the cost per Objective #1: Promote the business to create brand awareness

Activity #1: Publishing locally and online: This event will require a great amount of capital

investment. This event requires money for flyers, Google Adwords, Google AdSense, . Google

Adwords allows you to use cost­per impression", or CPI ­ which is displayed as how many times

someone will see your business. Along with flyers being sent out to gain local attraction.

Cost Calculation: 1,000 ($00.5 per) flyers ­ $50.00; Labor to send out flyers $10.00 per hour

(Approx. 2 hours )= $20.00; Google Adwords ­ $10.00/day for 1 month; Google Adsense ­

$10.00/day for 1 month = Estimated $400.00 monthly capital

Total Estimated Cost = $470.00

Objective #2: Updating Website and Modernizing it

For the mission statement, that will cost nothing tangible. For the website, a web developer will need

to be hired to create it. We believe that creating the website should take about 11 hours since they

will be able to work faster due to the ideas already being known and understood. There are also local

students in the area who learn to create websites for an affordable with using website creators like

Weebly.

Cost Calculations: $25.00 / hour x 11 hours = $275.00 for the web developer

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Activity #3: Updating Social Media: Since 8­Twelve already has a Facebook page and wifi with

workers that contain smartphones, updating social media accounts holds will be apart of only special

workers who have been working with the business for a long amount of time. Since they will be paid

minimum wage a quarter of their work will be dedicated to updating. Making the pay $2.50 for social

media updates.

Cost Calculations: $2.50/ hour x 1 hour = $2.50

Total Cost = $277.50

Objective #3: Giving back to the community

Things like a sweater or canned food drive is no cost at all. NO COST

San Leandro Retirement Homes will be given 8­Twelve drinks (50 Approximately Given Out) to

spread some happiness. Giving back to elders as community service will put a smile on their face and

also make them potential customers for the future. Along with community involvement, 8­Twelve

will be apart of having a booth at local San Leandro events such as the Farmers Market, Cherry

Festival, Sausage and Sudds Festival.

Cost Calculations: $1.38 / drink x 50 people = $69.00 Approx.; Labor for 1 hour to serve drinks =

$10.00; $100.00 for booth; and $20.00 for 2 workers to get paid

Total Cost = $199.00

The total cost of all investments for the proposed activities is $946.50

Gain From Investments 1.Promotion ­ Social media and publicity will increase through tentative updates and purchase of website 2.Modernizing Business­ 50 new views every 2 months, gaining more exposure to the business from existing or potential customers. 3.Giving Back to community ­ 20 new clients in 4 months, Free samples to retirement homes once a month.

VII. BIBLIOGRAPHY

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1.Internet Sites:

The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City"The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City." The 2009 Report on Tapioca Tea Drinks: World Market Segmentation by City. ICON Group International, May 2009. Web. May 2009.

Yelp,Reviews/Photos "8­Twelve Yelp." Yelp.com. Ed. Yelp. Yelp/8­Twelve, 2014­2015. Web.

Kuang, David. "8­Twelve Facebook Photos." Facebook.com. Facebook, 13 Jan. 14. Web. 13 Jan. 14. Gross, Rainer, Fernão Dias De Lima, Cristina Jesus De Freitas, and Ursula Gross. "The Relationships between Selected Anthropometric and Socio­economic Data in Schoolchildren from Different Social Strata in Rio De Janeiro, Brazil." Revista De Saúde Pública 24.1 (1990): n. pag. Uscensusbureau.com. Web.

City of San Leandro, California ­ Demographics

"City of San Leandro ­ Demographics." City of San Leandro ­ Demographics. N.p., n.d. Web. 15 Jan. 2015. United States Census Bureau ­ State & County Quickfacts ­ San Leandro, California "United States Census Bureau." San Leandro (city) QuickFacts from the US Census Bureau. American Community, n.d. Web. 15 Jan. 2015. .

Narula, Sameer. "Asia's Baby Boomer Generation Takes the Lead." Tech in Asia RSS. Tech Asia, 30 May 2013. Web. 15 Jan. 2015. <https://www.techinasia.com/asias­baby­boomer­generation­takes­lead/>.

2.Printed Sources Farese, Lois and Kimbrell, Grady. Marketing Essentials. Woodland Hills, CA: Glencoe/McGraw­Hill, 2009.Print. Mcgraw­Hill. Marketing Research Project Workbook. S.l.: Glencoe Mcgraw­Hill School, 2001. Print. 3.Personal Interview Ishmael Rico, Carlo Amarao, and Hanson

4.Consultants Fregosa, Dawn; Marketing and Entrepreneurship Education Focus Groups with students with Academy of Business and Finance

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Ha, VIII. APPENDIX Survey Questions: Google Forms

Google form Responses:

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Letter to 8­Twelve Owner:

Interview Questions:

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What are the working hours?

How many employees are there? What are the costs? Who was the original owner? Why was 8­Twelve Estate established? Were there any partnerships since its establishment? Why did you choose this location? What is your business model? Or, how do you make profit? Do you have a mission statement? If so please state it. What connection does your business have with the community? Who is your target market? Why?

What is the mission statement?

Is there any other locations?

What connection does the

business have with the

community?

What have been your branding

efforts?

How has business been?

Have there been any obstacles?

Who are your competitors?

What is your market share?

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Sample Website:

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Photos Taken at 8­Twelve:

Jodie Antonio and Elon Hufana after conducting research at 8­Twelve and doing surveys.

Holiday Sweater drive at 8­Twelve

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