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Meet Our Team

Name: Kailen Shah

Hometown: Naperville, illinois

Major: Integrated Business & Engineering

Name: Eli Bernstein

Hometown: Indianapolis,

Indiana

Major: BAIM

Name: Jason Wu

Hometown: Rensselaer, Indiana

Major: Marketing

Name: Soma Sato

Hometown: New York, and Tokyo, Japan

Major: Economics

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Agenda

Coffee Shop Overview

Marketing and Sales Strategy

Introduction To Problem & Mission

Market Analysis

1

2

3

4

5

Financials

6

Conclusion

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Introduction to Problem & Mission

1

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Problem

Cafes with unhealthy drinks, high prices, and lack of protein fail to prioritize customers wellness. Due to this, affordable beverages promoting health are in high demand.

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Roo’s Mission

Roo's Cafe offers affordable,healthy, and high protein beverages, that promote physical and mental wellness. We believe that customers should not have to sacrifice their health for flavor or convenience, and we strive to provide a welcoming environment that supports and enhances their well-being.

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Company Values

Health

Education

Customer Service

Quality

Transparancy

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Coffee Shop Overview

2

Location, Size, Hours
Survey
Customer Analysis
Target Market Identified

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Location

Krach Lawn (N Martin Jischke Dr, West Lafayette, IN 47906, USA)

Size

Approx: 1000-1300 square feet

Hours

7am-9pm Monday-Sunday

Location, Size & Hours

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Interior Design

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Interior Design

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Survey Overview

General Survey

Administered at Wilmeth Active Learning Center (WALC) and Frances A. Cordova Recreational Center(Corec).

General sense of customers in the market

Diversified Data

Target Market Survey

More nutrition specific survey administered to people at the Corec

Corec members on average are more health-conscious

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Target Market

18-26 years

Enjoy fitness

Health conscious

3 Archetypes: Protein Focused, Nutrition Focused, Caffeine Focused

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Customer Persona 1: Buff Boilermaker

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Customer Persona 2: Caffeine Pete

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Customer Persona 3: Nutritious Boilermaker

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How often do you visit a coffee shop?

The majority of Purdue students surveyed visit a coffee shop at more than once a week

The average number of times Purdue students visit a coffee place is 2.47 times a week

The majority of Purdue students (64 out of 64) surveyed visit a coffee shop (Starbucks, Greyhouse, etc.) at least once a week, with 31 out of 64 respondents indicating they visit once a week. This implies that coffee places are necessary for Purdue students!
As the number of visits per week increases, the percentage of respondents decreases. Only 8% of respondents visit a coffee shop more than three times per week.
The most common frequency of visits is once per week (48%), followed by twice per week (17%). However, 11% of respondents visit a coffee shop 5 times per week, suggesting a significant portion of students rely heavily on coffee shops.

Overall data analysis

The data suggests that Purdue students have a moderate level of frequency in visiting coffee shops, with a significant portion visiting at least once a week. This could imply that coffee shops are an important part of the student culture and social life at Purdue. Additionally, the fact that a sizable minority of students visit coffee shops three or more times a week suggests that these establishments are an important part of their daily routines, potentially reflecting a high level of brand loyalty or convenience in their consumer behavior.

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How much do you spend on coffee?

The majority of Purdue students spend $5 or less on a cup of coffee
The average spending on a cup of coffee among Purdue students is around $4.85

1 cup(16 oz)(Grande) of regular coffee($)

The majority of Purdue students (more than 50%) spend $4 or less on a cup of coffee, with $5 being the second most popular option.
Only a small percentage of respondents (less than 10%) spend more than $6 on a cup of coffee.
The average spending on a cup of coffee among Purdue students is around $4.36.

Overall data analysis

As for the comparison with other places in the U.S., it is important to consider the cost of living in different regions, which can impact consumer behavior and financial conditions. For instance, the cost of living in New York City is generally higher than in West Lafayette, Indiana, where Purdue University is located. Therefore, students in New York City may have a different spending pattern on coffee than Purdue students.

In summary, based on the given data, we can conclude that Purdue students are willing to spend a moderate amount of money on coffee and generally have some disposable income for such expenses.

Btw what is the survey for? Do we need to know the average times students go get coffee?

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What is a fair price for protein coffee?

The average fair price would be approximately $5.60

The fair price for protein coffee nearly $1 more than students pay for regular one

Protein coffee(16 oz)(25 g protein)

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Market Analysis

3

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Market Analyiss

There is a large market for coffee drinkers
There is a significant percentage of these drinkers that would be willing to

buy protein coffee
spend more on protein coffee than normal coffee

Because of this, there is a niche for protein coffee that would allow a seller to have an audience

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Competitor Analysis

	ROO’S CAFE
Number of Menu Items	Drink: 21 Food: 5	Drink: 128+ Food: 75+	Drink: 15 Food: 29+	Drink: 35+Seasonal Food:30+
Price of Items	Coffee (M): $2.80 Smoothie (M): $5.00 Protein Coffee(OS):$4.25	Coffee (M): $3.45 Smoothie(M): N/A Protein Coffee:N/A	Coffee(M): N/A Smoothie(M): $6.50 Protein Coffee:N/A	Coffee(M): $3.00 Smoothie(M): $7.25 Protein Coffee:N/A
Additional Traits	・Mobile order ・Point reward system ・Accessibility ・Seasonal ingredients ・Protein focused	・Mobile order ・Point reward system ・Customer loyalty ・87k drink combinations	・“Fresh casual” ・Healthy food menus ・Located in Corec	・Mobile Order ・Accessibility

(on campus)

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Marketing and Sales Strategy

4

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Marketing Strategy

Goal: spread awareness of cafe’s existence and allow customers to test product

Grand Opening
Partner with Community Organizations
Social Media Marketing
Mobile App

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Grand Opening

Vital to raise as much awareness off the bat as possible
Free 8 oz protein coffees
Six $25 & two $50 gift card giveaways for a social media sharing
Music and yard games

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Community Partner

Provides part time jobs for students
Coding and web development opportunities (Students)
Nutrition & Health seminars
Students’ health consciousness

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Social Media

Instagram ads
Giveaways based on social media sharing
Clean look and unique designs in store
Up to date social media acounts

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Mobile App

Mobile ordering
Easily accessible nutrition information
MIRS (menu item rating system)
Goal based drink recommendations
Point reward system

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Menu

7 standard coffee beverages

7 protein based coffees

(available with whey, soy, or pea protein)

7 nutritious smoothies

5 balanced food items

Items change seasonally based on availability and price

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Coffee Items

7 coffee items
Available in Small, Medium & Large
Refills offered for lower price
Variety of caffeine options
Fresh & high quality brews
Sourced sustainably

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Protein Coffee Items

20g Protein/serving
Nutritious ingredients
Variety of different ingredients
Allergy friendly; whey soy or pea protein options
Protein packed classic coffees

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Smoothies

7 smoothie items
Available in Small Medium & Large
Variety of healthy options
Fresh & high quality ingredients
Sourced sustainably

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Food Items

5 food items
Nutritious ingredients
Variety of protein high items
Variety of nutritious items
Nutrition, protein and cost effectiveness are not mutually exclusive
Familiar items with a healthy take

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Financials

5

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Balance Sheet

	2023	2024	2025
Projected Revenue	$701,100	$876,375	$1,314,563
Product Expenses	$210,330	$262,913	$394,369
Operating Expenses	$199,526	$152,660	$185,596
Profit	$291,244	$460,803	$734,598

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Business Model

Revenue Streams

Target Market

Value Proposition

Key Activities

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Roo’s thanks you for your time and looks forward to working with you in the future