group 7 Blackbeard Coffee Roasters (3)

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East Carolina University *

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Feb 20, 2024

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11 1 Marketing Plan Team 7 MKTG 6162 Dr. Judy Siguaw East Carolina University

12 2 1. Executive Summary - Joel Blackbeard Coffee Roasters, located in Greenville, North Carolina, aims to rejuvenate its brand and establish itself as the go-to coffee destination, especially for the student demographic from East Carolina University. Despite facing stiff competition, Blackbeard stands out with its consistent quality, daily availability, an assortment of coffee options, and an ambiance conducive to studying and relaxation. With the combination of physical presence and an online platform, it caters to both on-the-go and relaxed customers. Furthermore, the coffee shop is distinguished by its rustic décor and employee demographic, primarily consisting of current university students, which aims to help foster a deeper connection with the target market. The business currently has visibility challenges as well as parking and foot traffic issues. We have identified the primary target market as both male and female individuals aged 18-25, primarily due to the vicinity of the university, with at least a high school education, and who drink coffee. Blackbeard aims to increase its market share by 3% by December 31, 2024. The planned initiatives include introducing a drive-thru, expanding parking, offering in-store Wi- Fi, conducting sample giveaways, and participating in local events. Exploring partnerships with local businesses, expanding the loyalty program, introducing seasonal specials, and enhancing online content can further solidify the organizations’ position in the market. The aim is to create a brand association so that whenever the target audience thinks of a quiet, quality coffee shop in the local area, they think of Blackbeard Coffee Roasters. Investments in quality coffee beans, state-of-the-art equipment, ambiance, and branding are a must for the company. With the strategic pricing structure in place, the breakeven point is calculated at 64,797 units, translating to $272,147. The forecasted 2024 financials include revenue of $378,930, cost of goods sold of $97,322, yielding a gross profit of $281,608. The expected expenses are $196,335, resulting in an operating profit of $85,273 and netting a bottom-line net profit of approximately $63,223. Quarterly assessments will be made on profit and traffic metrics which are essential to making the marketing plan for the organization's success. Social media platforms, particularly Instagram and Facebook, will be used extensively for brand awareness campaigns. Mechanisms for feedback will be put in place to ensure customer and employee satisfaction. Surveys will be a good indicator of customer satisfaction. Any deviation from the expected progress will trigger an evaluation and potential shift in the overall strategy. With a blend of traditional coffee shop charm and contemporary marketing initiatives, Blackbeard Coffee Roasters is poised to achieve a 3% growth in market share, aiming to craft a unique space in the university coffee landscape of Greenville, NC. 2.0 Internal Analysis 2.1 Company Profile – Zoe

13 3 Blackbeard Coffee Roasters, of Greenville, North Carolina was founded in 2015 by co- owners Mike Fox and Matt Sterling. These two devout coffee lovers started by specializing in hand-roasted, small-batch coffee, that they would sell at booths, festivals, and local restaurants. After seeing the need for high quality coffee in Eastern, NC, they spent the next two years building their brand, image, customer base, and crafting the perfect cup of coffee. By attending food festivals, selling whenever they could, and steadily building an online presence, they built a strong enough platform to open their shop in the Spring of 2017, in Uptown Greenville, on East Fifth street. Their goal was to sell and produce high quality coffee where you can taste the time put in and the quality of the bean. Blackbeard Coffee Roasters currently has Matt Sterling as their head roaster, accompanied by 5+ employees that both work in the shop and remotely. Most of their baristas are East Carolina University students or graduates, including their Head of Marketing and Design, Randi Baines. They are open Monday through Saturday 8am to 6pm and Sunday from 9am-5pm, providing fresh, high quality coffee beans daily. Besides coffee, the shop also offers merchandise, teas, and fresh baked goods from Great Harvest Bread Co, located just down the road on Evans Street. 2.2 Mission Statement – Zoe Blackbeard Coffee Roasters, mission statement is to provide high quality, small-batch, hand roasted beans every day to the people of Greenville and Eastern North Carolina. 2.3 Vision Statement – Zoe

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14 4 This business aims to help their community, provide a welcoming space for all to enjoy masterly crafted coffee-based drinks. Their goal is to bring people together through a simple cup of coffee. 2.4 Current Marketing Plan - Shelby Blackbeard Coffee has been a local fan favorite since 2018. Black Beard Coffee has established 5,080 followers on Instagram and 2.5K followers on Facebook with 2.3K likes. Current marketing strategies target young adults using social media as their prominent advertising of products and services. 2.5 Marketing Problem - Shelby Blackbeard Coffee offers a variety of luxury coffee beans and drinks. It has designed a Unique website with a minimalistic vibe. Its website needs to be improved in several ways: The history of their establishment and a menu of all their services. It’s website needs more attention. Roughly 148 people visit their website a day, earning them .60 Cent per day, leaving them a yearly worth of 219.00 (Hypestat). Blackbeard Coffee Roasters' website is in dire need of a makeover. While it acquires around 3,500 unique visitors monthly, the site suffers from guests only clicking on one page before leaving (Hypestat). This is presumably due to the website only having four branches: "Store," "Location," "Team," and "Contact." Under the "Store" section, Blackbeard lists its expansive variety of coffee beans and delivers a “subscribe, merch, or gift” page for buying gift cards and other small merchandise. Visitors must be encouraged to explore the website and view more items. As a result, the website needs to catch up on 148 potential sales opportunities per day (Hypestat).

15 5 2.6 Organizational Excellence - Shelby Blackbeard Coffee Roasters is a prominent small business that cherishes good coffee, their consumers, and a minimalistic experience. From the actions carried out to provide an energized, grade roast to the welcoming surroundings of the shop, the organization seeks to assemble a remarkable experience for both the consumer and workers 3.1: Attitudes and Trends - TeAsia What are the attitudes of the population toward coffee? Coffee is one of the most consumed beverages worldwide and consumption is still increasing (Samoggia & Riedel, 2019). Coffee is widely viewed as a high-quality food. Consumers associate consumption of coffee with pleasurable and positive experiences, often related to lifestyle and social status (Czarniecka-Skubina & et al., 2021). What trends are relevant to coffee? National Trends : 7 in 10 Americans drink coffee every week and approximately 62% drink it daily (NCA, 2020). Consumers in the United States demand premium products with an emphasis on quality (“US Coffee Market”, n.d.). Data indicates that a vast majority of Americans (approximately 87%), classify themselves as deeply connected to coffee (Allen, 2023). This indicates coffee's central position in the lives of the population and its appeal and cultural importance within American society. Age Trends: Coffee consumption increases with age. Baby boomers drink the most coffee (Allen, 2023). People aged 51-65 years consume coffee more frequently than people aged 18-25 (Czarniecka-Skubina & et al., 2021) Retirees are most likely to consume coffee daily. Coffee consumption for Americans under 40 has increased by 40% since 2015. In summary, older

16 6 Americans (over 50) are more likely to drink coffee daily, however, younger Americans (under 40) are beginning to drink coffee more frequently. Sociocultural trends: Growth in the population of working individuals in the country is contributing to the coffee market’s growth (“US Coffee Market”, n.d.). Working more or longer hours since the pandemic is also contributing to the growth of the market (“US Coffee Market”, n.d.). Geographical Trends: The West leads for gourmet coffee consumption (“US Coffee Market”, n.d.).. Cold brews are 50% more popular in the West than the South (“US Coffee Market”, n.d.).. The United States has also experienced substantial growth in the urban coffee- drinking culture's popularity. Coffee shops have evolved in urban neighborhoods (“US Coffee Market”, n.d.). Health Trends: About 56% of Americans either strongly or somewhat agree that coffee consumption positively impacts their health (Allen, 2023). According to Samoggia and Riedel, individuals who prioritize flavor, enjoyment, tradition, and established habits as their primary factors for buying and consuming coffee tend to overlook its potential health benefits. 16% of U.S. consumers are aware of the health advantages associated with coffee, while 66% are inclined to limit caffeine intake (Samoggia & Riedel, 2019). Coffee contributes more dietary antioxidants to daily intake than tea, fruit, and vegetables combined (Samoggia & Riedel, 2019). 3.2: Greenville, NC Demographics - TeAsia Population: The estimated population as of July 1,2022 was 89,233 people (U.S. Census Bureau, 2022). This is a 1.8% growth from the estimated population of 87,521 people in April

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17 7 2020 (U.S. Census Bureau, 2022). According to the U.S. Census Bureau, the population demographics include: 1. Gender: Females made up 54.7 of the population. Males make up the remaining 45.3 percent of the population (U.S. Census Bureau, 2022). 2. Racial Composition · White – 52.5% · Black or African American – 39.2% · Hispanic or Latino – 4.3% · Asian – 2.5% · Native Hawaiian and Other Pacific Islander – 0% · Two or More Races – 4.3% 3. Age: · Under 5 years – 5.9% · Under 18 years – 19.5% · 65 years and over – 9.8% · 18 – 64 years – 64.8% 4. Income: The median household income for the years 2017-2021 was $44,064. The poverty percentage was approximately 26.2%. 5. Education: · High school graduate or higher, age 25 years + (2017-2021) – 92.8% · Bachelor's degree or higher, age 25 years + (2017-2021) - 38.9% Businesses In Greenville, NC, the predominant sectors are Health Care & Social Assistance, employing 15,435 individuals, followed by Educational Services with 10,805 workers, and Retail Trade with 9,981 employees. There are currently 401 food service and drinking businesses in Greenville, NC. This industry makes up about 7.89 percent of employees. The percentage of

18 8 food workers has increased (“Greenville, NC,” n.d.). According to the U.S. Census Bureau, the number of businesses include: · 1,954 employer firms · 1,059 men-owned employer firms · 304 women-owned employer firms · 239 minority-owned employer firms · 1,326 nonminority-owned employer firms. 3.3 Competition - Amber The industry operates in a monopolistic competitive environment. Although the relatively low startup costs for small local coffee shops may make it seem like an easy to enter industry, in recent years, barriers to entry into the coffee shop industry have increased. According to Sarah Charles (2022), access to distribution channels, popular storefronts, and the highest quality coffee beans has become limited due to competition from large chains such as Starbucks and Dunkin. New entrants into the industry may also find it difficult to compete with the brand identification of competitors (Charles, 2022). Starbucks is one of their main competitors. They are a large chain and dominate the revenue in the industry. They operate thousands of shops worldwide and are known for their quality and ambience. Starbucks uses a variety of marketing strategies to promote their products including word of mouth, social media and partnerships with other companies (TBH, 2023). Their customers benefit from convenient locations with drive through windows. They also offer wide variety to choose from on their menu and a rewards program that offers discounts to their customers. Starbucks’ strengths include their recognizable brand and their loyal customer base. Their weaknesses include their high prices. Competitive trends include mobile ordering, using eco-friendly practices, and offering delivery.

19 9 Dunkin’ also has thousands of locations mainly in the United Sates. They are best known for their coffee and doughnuts. They use advertising methods like Starbucks’, such as social media and partnerships ( Dunkin donut marketing strategy: A recipe for attracting over 3 million customers daily, 2023). Customers benefit from an affordable, diverse menu and quick service at Dunkin’, which are also part of their strengths, along with their loyal customer base. A standout weakness would be less focus on premium options. Keurig offers a convenient at-home coffee brewing solution that competes with the coffee drinks offered by local coffee shops. They sell pre-packaged pods in a variety of flavors. They are part of the large beverage company Keurig Dr Pepper. They promote their products through television commercials, social media, partnerships, and by offering discounts. There are also several local competitors in the area. One of these competitors is Giddy- Up Coffee House. It is in close proximity but tends to be a bit noisy for the college crowd seeking a place to study. They are also known to be expensive. The Scullery is another nearby competitor. The main convenience they offer is a robust food menu to go along with their coffee menu. Some key benefits they offer their customers are convenience, variety, and the ability to customize the size and strength of each cup. Convenience and variety are also two of their biggest strengths. Some of their weaknesses include the lack of ambiance and social interaction a customer would get at a coffee shop and the environmental harm caused by the plastic K-Cups. Their competitive trends include creating more environmentally friendly products, offering premium options, and developing a subscription service ( Keurig: Changing the coffee industry – thecommonscafe, 2022). 3.4 Political and Legal - Amber

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110 10 In North Carolina, coffee shops are regulated by county health departments. The North Carolina Food Code Manual is used as the code ( www.pittcountync.gov , 2023). The county Health Department carries out inspections of restaurants, including coffee shops. They ensure cleanliness and proper food handling practices. The following licenses are needed to open a coffee shop in the state of North Carolina: Business License, (DBA) License, Resale License for Sales Tax, Seller's Permit, and the Food Service Plan Review Application must be submitted to the Health Department. According to statista.com, the United States imports most of its Coffee beans from Brazil and Columbia (M. Ridder & 18, 2022). State.gov (2023) says that “United States-Brazil partnership is rooted in a shared commitment to sustainable economic growth and prosperity; promotion of international peace, security, and respect for human rights; protection of the environment and biodiversity; and strong defense, health and security cooperation”. The United States and Brazil’s trades of goods and services between each other equaled more than $120 billion in 2022. ( U.S. relations with Brazil - United States Department of State 2023). The two governments have regular talks regarding trade. The relations between the U.S. and Brazil tend to be influenced by who the leaders of the two countries are as well. According to Rightsdd.com, Brazil likely incorporates child labor in its coffee industry. It is also thought to have harsh labor conditions and use slave labor ( Modern slavery in Brazil's Coffee Sector. what businesses need to know, 2020. ). In 2012, the United States and Columbia signed the U.S.-Colombia Trade Promotion Agreement (CTPA). This agreement “supports environmentally and socially sound economic growth and employment opportunities in both countries.” ( U.S. relations with Brazil - United States Department of State, 2023). The United States has supported Columbia in their peace

111 11 efforts in recent years. According to https://www.dol.gov/agencies/ilab/colombia-avanza , Columbia uses child labor in its coffee industry and is known for its harsh working conditions. ( Colombia avanza ). 3.5 Economic – Joel Based on the most current World Bank development indicators, the United States Real GDP (real GDP is adjusted for inflation) for the year ended 2022 is $20.95t, up 2.06% from 2021. The average Real GDP growth rate over the last ten years is 2.12% (including the years effected by Covid-19). The 2022 growth is consistent with the ten years average showing that the expected normalized growth should remain somewhere within the 2% to 3% range. Unemployment in the United States was the lowest in 2022 that it has been in the last ten years at 3.65%, using the development indicators from the World Bank. The ten year average for the unemployment rate is 5.27% (weighted slightly higher than the normalized average due to the effects of Covid-19). The US Bureau of Labor Statistics shows the most recent unemployment data, as of August 2023, of 3.8%. This is still below the ten year average but trending up from the 2022 rate. The US inflation rate is trending well above the ten year average of 2.48%. In 2022, the US inflation rate was 8.0%, which is 70% higher than the 2021 rate of 4.7%. The Consumer Price Index (CPI) is a measure of the average change in price overtime (Bureau of Labor Statistics). The CPI also indicates an above average increase in the costs of goods as 2022 ended with a CPI of 134.2 versus the ten year average of 115.6, a 13.9 % increase from the average.

112 12 Consumer spending is on an incline in the United States as in 2022 consumer spending was $17.4t, which is significantly higher than the ten year average of $13.7t (MacroTrends, n.d.). US consumer spending grew by 9.4% from 2021 to 2022. The United States boasts many economic strengths. The Real GDP is growing at a stable rate and has been for over a decade which indicates that the economy is still growing. Although there is often political manipulation to the reported unemployment rates, the US has stable unemployment as shown above with a current 3.8% rate through August 2023. This means the economy has more people working than it has over the last decade which will continue to support a positive upward trend of GDP in the coming years. Consumer spending is at an all time higher and is still showing an upward trend. This can be a result of high inflation, which the US economy does currently have, but paired along with an increasing GDP and upward trend in consumer spending creates a positive outlook for the foreseeable future economic growth in the United States. Although the US economy has many strengths, there are some weaknesses that currently exist as well. The most glaring from the data presented is the abnormally high inflation rates that the economy is currently experiencing. The past two years have shown a steep above average incline in the inflation rate, meaning the costs of living and everyday items are costing more than what the economy is accustomed to. This reality can also inflate consumer spending as goods and services continue to cost more, which could lead to incorrect conclusions regarding economic growth. One of the ways that the Federal Reserve is combating the inflation rate is by increasing the borrowing costs, leading to increased fears that the economy is headed into a recession (Wiseman, 2023). The housing and auto markets are both beginning to feel the sharp

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113 13 impacts from the rate hikes, and it is believed that the economy is yet to feel the full effect of the Feds actions. 3.6 Technological – Joel The United States ranks second among all countries as the World’s Most Technologically Advanced Countries and Territories (Getzoff, 2023). This ranking is based upon a composite ranking of metrics such as the amount of GDP spent on Research and Development and technological breadth. The US also ranks in the top spot on the Frontier Technologies Readiness Index (UNCTAD, n.d.). This is a measure of how ready a country is to further develop and adopt frontier technologies. Artificial Intelligence (AI) use is beginning to take shape within the coffee industry. From collecting and analyzing data for farmers regarding irrigation and harvesting, the use of algorithms to ensure consistent quality and taste, to customer engagement using chat bots, AI is being implemented in many areas of the coffee supply chain. AI is streamlining operations from the farm to the cup by using AI powered analytics tools to ensure business has the right amount of beans at the right time (Bray, 2023). Automated coffee machines are also using AI systems to ensure that the right amounts of product are being used to create a consistent quality for coffee drinkers (Hui,2023). Mobile ordering and self-service kiosks are disrupting the coffee house experience as it decreases the amount of time customers are having to spend on getting their coffee. Another factor of using these self-service technologies is the customized data collection creating new insights for coffee shop owners and managers (Hui, 2023). This data allows for a more tailored

114 14 approach to the individual customer as it collects data regarding their buying habits and specific tastes. Looking towards the future, the use of drones and other types of robots in the coffee industry will become more common. Unmanned Aerial Vehicles (UAVs) are beginning to be used in coffee bean farming as they can monitor the health of large farms by viewing inaccessible areas, spray chemicals and pesticides in a targeted fashion, and be used to improve irrigation needs across large areas (Fanarioti, 2023). The widespread use of coffee brewing robots is on the horizon as the use of AI continues to rise. These robots, using AI technologies and machine learning, are beginning to fully automate the coffee-making process including the use of robotic latte art machines to make artistic designs in the foam (Beneficia & Pax, 2023). Drone usage for the delivery is already being tested in other countries, like Australia, and is undoubtedly on the near horizon for the United States (Miller, 2021). As we can see, the continued development, implementation and accepted use of different technologies is going to disrupt the coffee industry. As AI and machine learning continues to develop, as well as the technology of UAVs, every leg of the coffee supply chain will be affected, from farm to cup. 4.1 Market Segment 1 – TeAsia Market Segment 1 will focus on retired coffee drinkers. The geographical location of this segment is city of Greenville, North Carolina. The market size is approximately 12,200. This is the total number of individuals between the ages of 55 and 70 in Greenville (“Greenville, North Carolina,” 2023). This segment tends to enjoy coffee more often than others and seeks more

115 15 convenient coffee options. Blackbeard Coffee is able to offer this segment coffee brewed in- shop, and coffee products that can be brewed from home. The market segments demographics are both males and females. The age range for this segment is individuals between the ages of 50 and 70. The income range for this group is $30,000 to $40,000. Majority of this segment’s demographic is retired. The education for this segment will be mostly individuals with some college education (3% of the population) and those with bachelor’s degrees (23% of the population) (“Greenville, North Carolina,” 2023). The ethnicity of this segment will be primarily White and African American, as these demographics make up 52.9% and 39.19% of the population respectively (“Greenville, North Carolina,” 2023). This segment frequents local shopping centers such as grocery stores, pharmacies, and department stores (Brandon, 2023). This segment also spends more time with home maintenance and frequently shops at home improvement stores (Brandon, 2023). In addition, this segment enjoys socializing and may spend time at different senior community events, friends and neighbors’ homes, or exercise groups (Brandon, 2023). Within this segment, individuals tend to enjoy mainly news and information television programming (Reid, n.d.). Additionally, this segment enjoys music, comedy and sports radio and television programming (Reid, n.d.). This segment tends to use Facebook and YouTube the most (over 60%), however, a small population (under 30%) enjoy Pinterest, Instagram, LinkedIn and Twitter (“Social Media,"). This segment tends to enjoy activities such as sleeping, reading, watching television, and home maintenance (Brandon, 2023). Additionally, hobbies such as gardening, cooking, and fishing are popular for this segment (Robinson & Smith, 2023).

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116 16 The attitudes and opinions of this segment are often similar. This segment tends to miss having a sense of identity and meaning that came with working (Robinson & Smith, 2023). Within this segment, there may be feelings of stress and anxiety associated with life transitions. 4.2 Market Segment 2 – Joel The second potential market segment for Black Beard Coffee Roasters consists of females and males between the ages of 18-24 years old, who have at least a high school diploma, who make $15,000-$64,000 in individual annual income, and live in Greenville, NC. This segment is primarily enrolled in postsecondary educational programs. There are currently 89,233 people residing in Greenville, NC and of those residents, 55% are females and 45% are males, approximately 49,078 and 40,155 respectively (US Census). 26% of this group will be between the target ages of 18-24 years old, which is approximately 23,201 residents and 93% have at least a high school diploma, approximately leaving 21,577 (Niche, 2023). Of that group 49% earn between $15,000-$64,000 in individual income annually, leaving 10,573 residents in this market segment. Statistically of that population we can estimate that 3,912 are coffee drinkers and 6,661 are currently non coffee drinkers (Mitchell, 2023). Demographics from Niche.com

117 17 Calculations of Market Segment Total Residents 89,233 # of Females: 55% 49,078 # of Males: 45% 40,155 18-24 years old: 26% 23,201 High School Education: 93% 21,577

118 18 Earn $15k-$64k: 49% 10,573 Coffee Drinkers: 37% 3,912 Non-Coffee Drinkers: 63% 6,661 This market segment falls into the generation known as Gen Z. This generation will be the most ethnically diverse, more accepting of different cultures, race and religions than previous generations (Cannon et al., 2024). This generation was born into the world of digital and are very comfortable with technology and social media. Gen Z is more loyal to companies that align with their values and expect companies to make a difference (Cannon et al., 2024). This generation is on track to be the most educated generation yet and see family and societal changes as good things (Igielnik & Parker, 2020). As opposed to previous generations, only 37% of Gen Z currently drink coffee. Of the ones that do drink it, they tend to value convenience of on-the-go coffee versus meeting or sitting down in a coffee shop (Mitchell, 2023). Mitchell also explains that this generation is focused on wellness and health and that 37% of Gen Z drink tea as a part of their daily routine. Gen Z has a very strong commitment to sustainability and are willing to put their money where their values are as 66% say they are willing to pay more for environmentally friendly products and 73% are willing to pay more ethically sourced products (Shaw, 2023). The Nation Coffee Association, in a survey completed in 2021, found that 77% of Gen Z coffee drinkers prefer shops that prioritize ethical sourcing and sustainability in their stores (Mitchell, 2023). 4.3 - Target Market - Amber Of the two market segments discussed, the Gen Z segment offers the best potential for Black Beard Coffee Roasters. With a market size of 10,573 and the company’s proximity to the

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119 19 ECU campus, Gen Z can be an attractive audience to target if marketed right. The online presence of Black Beard Coffee Roasters will appeal to this younger, technology driven audience (Cannon et al., 2024). If the Company positions itself as an environmentally friendly establishment that values ethically sourced products and welcomes diversity it could bring in additional business from this segment (Shaw, 2023). The Company also offers additional choices, such as tea, which Gen Z also finds appealing. As Gen Z ages, they offer Black Beard Coffee Roasters many years of business potential. Section 5: Marketing Strategy - Tyler and Saraswathi 5.1 SWOT Analysis 5.1.1 Strengths: Convenient Location. Blackbeard Coffee Roasters is located in uptown Greenville North Carolina. Having this as the area for the shop, there is an extreme amount of possible exposure from residents, students at East Carolina University, and anyone visiting the area. The number of Strengths -Convenient Location -Online Store/Website -Environment/Aesthetic -Subscription Opportunities -Franchise -Partnerships -Local Ages Threats -Changing Customer Preferences -Supply Chain Disruption -Inflation -Competition Weaknesses -Single Store -No Drive-Thru -Limited Parking -Limited Brand Recognition Positives Negatives I n t e r n a l E x t e r n a l

120 20 visitors in Greenville, NC, especially in the uptown area is extremely high. This is because of the university and all the friends, families, and alumni that are visiting for the weekend or even an event such as an ECU sports game. Online Store/Website. Along with their brick-and-mortar store in Greenville, NC, Blackbeard Coffee Roasters also has an online website where you can view the menu, specials, pictures, etc. It also has an online store that consists of bags of coffee, company merchandise, and gift cards. This gives them a lot more opportunity than just the one store location. Gift cards are a great idea that, for example, can be given or sent by family members to students of ECU. This works so well because they are very convenient and touchless to the customer. As far as the merchandise goes, they can be very similar to the gift cards to be sent as gifts, but they could also be ordered, and people seen wearing them around the country can look at the shop online and see they have online order options so that is just more marketing. Atmosphere/Aesthetic. This is not a traditional coffee shop that is dim and quiet looking. Blackbeard Roasters has an extremely pleasing aesthetic with a very modern farmhouse and welcoming appeal to it. There is not an overabundance of light, so it is still relaxing, soothing, and a good work environment. All the key values to running an outstanding coffee shop are present here at Blackbeard's Roasters in Greenville, NC. Subscription. Blackbeard Roasters has made a brilliant business move by offering a subscription for bags of coffee. This allows for unlimited business as the subscribers will be automatically charged every month for their desired amounts of coffee. Subscriptions will allow the shop to be known and incorporated into homes throughout the country and not just in Greenville, NC. By not limiting consumption to the Greenville area, the possible revenue is limitless. 5.1.2 Weaknesses:

121 21 Single Store. Blackbeard Coffee Roasters is at a single location. With there being no existence of multiple locations, this would limit the sales. For people who live in different locations, they would not have the opportunity to visit the coffee shop as it would not be convenient to their location. Having multiple locations would allow for more customers from varied locations, while continuously increasing sales. No Drive-Thru. Additionally, there is not a drive-thru option which would limit sales and the number of customers. When the COVID-19 Pandemic began, focus increased on drive-thru options for safety reasons. Also, customers prefer quick service and would rather engage in using a drive-thru option to get their orders quickly. Usually, people don’t like putting in too much effort to get out of their cars and order in the store. Rather, people prefer to stay in their cars and use the drive-thru to get their orders. This would allow more varied options for people to choose their way of ordering, while also accommodating people who would not want to physically enter the store. Also, having a drive-thru option would accommodate a greater number of customers to the store. Limited Parking. Lastly, another weakness is limited parking space. With a lack of parking, customers and employees might waste a significant amount of time searching for a parking spot. If customers cannot park their cars, the company will lose business as the customer might choose a competitor because of the convenience. Also, spending time searching for an appropriate parking lot gives the impression that the business cares less about the customers’ needs. Limited Brand Recognition. Since it is a new business and exists in a location that does not catch the eye of people driving by, it has not yet had the appropriate amount of time to be recognized by its full potential of customers. This significantly impacts a business’ potential revenue growth and identity.

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122 22 5.1.3 Opportunities: Potential Franchise. Greenville, North Carolina is the only location for the Blackbeard Coffee Roasters franchise. More locations could be put into other college towns and the name could be different than “Blackbeard” since that is based on the ECU mascot, “The Pirates”. These different uniquely named locations would bring a great deal of customers throughout the college world in the state or even country, depending on the extent of the expansion. The concept would stay the same but just the logo and the name would change depending on the town in which the shop resides. Partnerships. Blackbeard Roasters has a deli next door called Kings Deli where they do small collaborations such as a sandwich at Kings Deli and beverage from Blackbeard. This is great and needs to be expanded to different restaurants and other local businesses. There is an Insomnia Cookies right down the street that would be perfect. There could be a day or promotion for bringing one item or receipt from one place to the other and you will receive a discount. Even during move-in for students, there could be a promotion run that week with the university to bring more customers and for the shop to receive more publicity. Local Ages. With the target market for Blackbeard Coffee Roasters being 18-25, this works out perfectly since East Carolina University is right next to the coffee shop. There are over 28,000 students attending the university and that number will only continue to grow. The students do not even have to like coffee as the environment works out nicely as a study hall, ideal for all students. 5.1.4 Threats:

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123 23 Changing Consumer Preferences. Changing consumer preferences can be a threat to the coffee shop industry, as customers may shift towards healthier options or prioritize sustainability. With all the new coffee machines that are being released, consumers may stop going to coffee shops altogether since they can make the same coffee in the comfort of their own homes for a cheaper price and a much higher convenience. Supply-Chain Disruption. The coffee shop industry may be at risk from supply-chain hiccups like shortages of coffee beans or price changes. Costs may rise as a result and the product quality may decline because the business will have to resort to cheaper commodities rather than higher- quality brands. Inflation. Inflation also can be a threat to the coffee shop industry. As Inflation continues to spike, costs for all goods and services have risen steadily over the past year. Products like milk, sugar, cups, lids, etc. have increased significantly. Inflation has affected every aspect of operating a coffee business. Green coffee prices are up, and gas prices have made transportation more expensive. Competition. Competition can be a threat to coffee shops in many ways. As we know the coffee shop business is a very competitive industry with a lot of local and multi-national brands like Starbucks. Some of them are even offering the same quality coffee at a lower price. They would easily attract market share and customers may choose to go to other coffee shops that offer better prices and services. It can lead to a decrease in sales and revenue. 5.2 TOWS Analysis The convenient location of Blackbeard Coffee Roasters really gives the advantage for the areas local ages as the coffee shop is a short walk from the college campus. The limited brand

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124 24 recognition really put a hold on potential partnerships, as the other companies are not as prone to notice Blackbeard Coffee Roasters. A susceptibility for Blackbeard Coffee Roasters comes into effect when the customer preference begins to change, which would have a negative effect on the revenue the subscription bags bring in as the demand for them plummets. One roadblock that Blackbeard Coffee Roasters faces is the fact that some competitors, not so much the local ones, but the chain companies have drive throughs and multiple locations. This makes them much more accessible and noticeable, attracting more customers. 6. Marketing Objectives – Alex Here at Blackbeard Coffee Roasters LLC., we recognize that we are not in the best location for new consumers to readily spot as they drive by. We also recognize that our efforts to attract consumers are also outdated. In order to fix these issues, we believe that adding a drive-thru for those who find themselves in a time crunch, expanding our parking space, in-store free Wi-Fi for consumers, and sample giveaways on campus and in our community will bring effective awareness to our business and our products alike. We aim to increase our consumer satisfaction with these efforts and increase our market share by at least 3% by December 31, 2024. After these goals are accomplished, Blackbeard Coffee Roasters will set our sights on expanding to new locations to better serve our Greenville community! 7. Positioning and Differentiation- Tyler and Saraswathi 7.1 Product Position The age range of 18-25, male and female, would be the target market because, in Greenville, North Carolina, the population around the shop is heavily weighted with college students attending East Carolina University. Students are always looking for a quiet and relaxed environment to study and do schoolwork, so they do not have to sit in their dorms, bedrooms, or

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125 25 the library every day. When the 18–25-year-old population thinks of a mellow coffee shop with plenty of tasty coffee options in Greenville, they will think of Blackbeard Coffee Roasters. There are plenty of options for your morning beverage craving every day of the week, no matter what your sole reason is for visiting. In the coffee shop, there is not an overabundance of seating; therefore, the noise and distraction levels will stay at a minimum. The environment is very calm and mellow, leaving plenty of opportunities to study, read, do computer work, etc. As far as ratings go, compared to the other local coffee shops, the reviews cover what the target market is looking for. Blackbeard Coffee Roasters has plenty of reviews stating that it is a nice place to study, and plenty of examples have been given, including a couple that left a review saying, “My fiancé and I studied for the Bar every morning over the summer here, and it was the perfect atmosphere! Great place to get work done!” The other major thing is the variety of coffees offered along with the great, high-quality brews. One customer even emphasizes on one of the uncommon roasts in his review, “...but I can't think of any coffee place within 400 miles that does pour over or French press options of freshly roasted coffee beans.” Product Positioning Map:

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126 26 Giddy-Up Coffee House is another enjoyable coffee shop in Greenville, NC. The ratings and reviews are high for the most part, but there are a few things that separate it from Blackbeard Coffee Roasters. Some customers of Giddy-Up said that it was a good place to study, work, or read, but that lasted until about 9 a.m. when the “crowd” started to roll in. By only leaving the quieter times to super early in the morning and not throughout the day, the number of students that will arrive to study will not be near as high as those that enter Blackbeard with the intent of studying for a few hours. Another thing that was mentioned by former customers was about the coffee itself. For one, it is expensive, but that will be true just about everywhere. For the quality and variety of the coffees, that price is not as reasonable compared to the variety and quality of Blackbeard Coffee Roasters. The Scullery is a well-liked coffee shop in Greenville, North Carolina, with relatively high ratings. The shop has breakfast/brunch food items along with a wide variety of options for coffee choices, similarly to Blackbeard Coffee Roasters. If your main goals for your visit only include Giddy-up Coffeehouse Blackbeard Coffee Roasters The Scullery Coffee House Awaken Coffee Calm and Mellow Environment Loud and Obnoxious Environment Slim Coffee Variety Wide Coffee Variety

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127 27 the meal and beverage itself, this is a good place to visit. If you are looking to study, read, or complete online work, it would not be recommended because of the louder and more restaurant- type atmosphere. All in all, if you are looking for a good spot to stop in for a meal, The Scullery would be a great place to go. One of the many reviews on The Scullery states, “Lunch time was great. Busy but not full. Winter salad with chicken was absolutely perfect. A bit loud of an atmosphere but it's a college town at lunch so it was alright.” It is not quite up to the standards that Blackbeard Coffee Roasters is when you think about the traditional “coffee shop”. In the traditional coffee shops, there are a lot of customers drinking coffee and doing quiet solo work or one on one interactions Awaken Coffee is a coffee shop in Greenville that serves coffee, sandwiches, and pastries with a mission to employ adults with intellectual and developmental disabilities. Unlike Blackbeard Coffee Roasters, Awaken Coffee is not open every day, and it does not have a wide variety of coffee and Chai options. Though Awaken Coffee has a very good mission and great indoor and outdoor seating, it is open from Tuesday to Saturday from 7 a.m. to 3 p.m. only. The operating hours, online ordering, and variety of coffee and chai options make Awaken Coffee's positioning to be lower than the Blackbeard Coffee roasters. 7.2 Competitive Advantage Unlike Giddy-Up Coffeehouse, The Scullery, and Awaken Coffee, The Blackbeard Coffee Roasters in Greenville is open every day and offers a wide variety of fresh ground roasted coffee and a convenient location for students who attend East Carolina University. Although it does not have the drive-thru option, it provides nice seating to sit and study/read, great customer service, an inviting atmosphere, an online ordering option, and a wide variety of coffee and chai options that elevate the morning coffee routine. Its everyday availability, convenient location, quality,

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128 28 welcoming atmosphere, and nice seating will differentiate The Blackbeard Coffee Roasters from other competitors in the Greenville, North Carolina area. 8. Marketing Mix 8.1 Product – TeAsia Blackbeard Coffee Roasters sells premium coffee and tea beverages, packaged coffee, merchandise and accessories. Beverages offered by BCR include hot and cold coffees, espressos, teas, and hot chocolate. There are several variations of coffees, espressos, and teas. Additionally, customers can customize their beverage of choice with different flavors and add-ons. The merchandise includes pastel-colored T-shirts and tumbler cups with the Blackbeard logo. All of Blackbeard Coffee Roasters’ products are branded with a black beard logo. The logo is placed on the cups used to serve their premium beverages, the bags of coffee available for purchase, and the merchandise. Hot beverages are served in cups with a coffee sleeve showcasing the logo. The premium coffee bags are color-coordinated by coffee type. Unlike its local competitors, including Starbucks and Dunkin’, when a customer enters Blackbeard Coffee Roasters, they are greeted with rustic décor in an intimate setting. There is a neutral color scheme of black, brown, and white within the décor. There is a sitting space inside the establishment and a few tables and chairs outside. When customers enter the establishment,

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129 29 they are greeted by employees behind a bar-style counter. Customers order at the bar, and the employees handcraft their beverage. Customers can sit inside and enjoy their beverage, take it outside, or linger and shop for merchandise. The employees wear different colored T-shirts with the logo on the front. The employees are knowledgeable about the various types of coffee they offer and help customers pick the beverage that would best suit their taste preferences. The employees tend to be current East Carolina University undergrad and graduate students. Having this demographic of employees helps with interactions between the firm and the target market (college students). One product that Blackbeard Coffee Roasters lacks that its competition (Starbucks and Dunkin’) sells is food. Customers looking to purchase coffee are either doing so in the morning or during the day for a quick pick-me-up. In either circumstance, selling a small snack such as a donut or bagel could increase sales and prevent customers from needing to make another stop. Adding a snack to the menu would be a product diversification strategy because BCR currently only sells beverage products. 8.2 Price - TeAsia The pricing objective for Blackbeard Coffee Roasters is profit-oriented. Blackbeard Coffee Roasters serve similar products as their competition. Because they are a local brand and not a national brand, ensuring the highest profit is necessary for maintaining business. BCR offers prices similar to their competitor, Starbucks, and higher than their competitor, Dunkin’. Pricing products in this price range indicates that BCR operates with a skimming pricing strategy. Prices were raised high enough to keep up with competitors without being too far out of range for the target market.

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130 30 8.2.2 Breakeven Analysis The average price for a Blackbeard Coffee Roasters cup of coffee is approximately $4.20. The average cost per cup is approximately $1.17. Variable Cost Materials (cups, lid, etc.) $0.16 Labor $1.11 Total $1.17 The fixed costs for Blackbeard Coffee Roasters are $196,335. Operating Expenses Advertising $36,000 Promotional Rebate $5,760 Loyalty Program $2,835 Equipment $5,000 Payroll $85,000 Rent $42,000 Utilities $3,600 Insurance $1,440 Repairs and Maintenance $1,500 Interest $1,200 Depreciation and Amortization $12,000 Total $196,335 Calculations: $196,335 ÷ ($4.20 - $1.17) = 64,797 units $64,797 x $4.20 = $272,147 The breakeven point for Blackbeard Coffee Roasters is 64,797 units and $272,147. 8.2.3 Price Setting - TeAsia Blackbeard Coffee Roasters benefits from using a cost-oriented price-setting approach. The selling price is determined by a percentage markup. For the average cup of coffee,

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131 31 Blackbeard Coffee Roaster currently marks up its selling price by 28%. BCR is able to sell at this marked up price because it promises to provide its customers with premium, handcrafted coffee beverages. Due to BCR having several products, including merchandise, setting a standard markup percent is the best price-setting method to make pricing easier. 8.3 Place - Amber The key to success in the place aspect of the marketing mix is to maintain a strong presence in both physical and online channels while continuously adapting to consumer preferences and market dynamics. Given the nature of the coffee industry, an intensive distribution strategy will be employed. The aim is to make the product readily available to consumers through various outlets. Blackbeard Coffee Roasters is available in a brick-and- mortar storefront. The physical location is chosen to match the target market's preferences, with a focus on urban and trendy areas. Specialty coffee shops should also be set up and located in urban centers and near college campuses to directly target the 18 to 25-year-old demographic. Upscale grocery stores, particularly in urban areas with a young and coffee-loving population, should also be targeted as a source of distribution. Blackbeard Coffee Roaster’s online presence has a user-friendly e-commerce website where customers can purchase coffee products, merchandise, and subscriptions. The website should offer detailed product information, brewing tips, and customer reviews to enhance the online shopping experience. The brand should also partner with online marketplaces like Amazon and specialty coffee retailers to expand its online presence. Blackbeard could also consider adding mobile coffee trucks near parks and events. This could provide a dynamic way to reach the target market. Forging partnerships with local cafes and restaurants to feature Blackbeard Coffee exclusively, might also bring a sense of exclusivity and local appeal.

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132 32 Blackbeard Coffee Roaster’s building is in a strip of buildings that all look the same. It is more walker friendly than driver friendly due to the limited parking located at the back of the building. It is located next to a deli, a tattoo studio, and a smoke shop and is within walking distance from East Carolina University. This is an ideal location to appeal to its target market. Some suggestions to enhance placement include enhancing the online presence by continuously improving the e-commerce website, focusing on user experience, mobile optimization, and personalized recommendations to drive online sales. By investing in marketing efforts to promote the coffee subscription service, offering convenience and regular revenue, it can build customer loyalty. An emphasis on eco-friendly practices in the supply chain and physical facilities will also align with the sustainability preferences of the target market. 8.4.1 Promotional Message and Appeal - Amber Currently, Blackbeard Coffee Roaster’s slogan is “We love coffee and hugs.” I would suggest changing it to something more like “Blackbeard Coffee Roasters: For the Love of Bold Brews and Beards," utilizing an adventurous advertising appeal to target its demographic market. 8.4.2 Promotional Strategy - Amber One of our promotional strategies will include sampling and promotions at college campuses and local events. Advertising will also play a crucial role in reaching the target market. Given the age group, digital advertising will be the most effective. Social media advertising on platforms like Instagram, Facebook, and TikTok will be essential (Forbes, 2023). We will also offer limited-time discounts, BOGO deals, and loyalty programs that can attract and retain young customers. These promotions can be prominently displayed on the company website and social media channels. An email marketing campaign will be used to engage with customers directly.

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133 33 Subscription-based services will also be promoted through direct marketing. For a unique coffee brand like Blackbeard Coffee Roasters, guerrilla marketing tactics like pop-up coffee shops at trendy events or using viral marketing campaigns can create a buzz. As the primary platform, social media allows for precise targeting and engagement (Pema & Banerjee, 2023). Visual platforms like Instagram and TikTok are particularly effective for showcasing coffee products. A social media manager should be hired to handle all of the social media posts as well as to partner with online publications and coffee-related blogs for sponsored content to influence the target market. Events and experiences such as hosting coffee tasting events at college campuses, music festivals, or local gatherings can create an immersive brand experience. We can drive traffic to the website through these events and experiences. We can also utilize social media advertising to direct users to the website. Collaborating with influencers to promote the website through sponsored posts and stories and implementing SEO strategies to improve website visibility on search engines can also help drive consumers to the website (LinkedIn, 2023). The cost of the promotional strategy can vary significantly depending on the scale and specific tactics employed. A ballpark estimate for a comprehensive, integrated marketing communications plan targeting 18 to 25-year-olds could cost as much as $100,000 annually. This would include advertising spend, influencer collaborations, website maintenance, content creation, and social media management. Its important to allocate resources strategically and adjust the budget based on performance and results.

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134 34 An integrated marketing communications plan should be flexible, allowing for ongoing assessment and adaptation to maximize the effectiveness of the chosen channels and tactics in reaching and engaging the target market. 8.4.3 – Amber 9. Resources Needed – Shelby

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135 35 For Blackbeard Roasters coffee shop, it's important to invest in various aids because of its small shop style. Necessary assets include high-quality coffee beans, on average, consumers in the US pay $28.64 per pound for roasted specialty coffee, with the cheapest beans costing around $18.28. ( How Much Does Wholesale Coffee Cost: Bellwether Coffee 2021) Other resources include tea leaves, and other ingredients such as milk, sugar, and syrups. Additionally, equipment such as espresso machines, coffee grinders, blenders, refrigerators, freezers, ovens, toasters, and other kitchen appliances are a must. For a basic heat exchange machine, there are entry-level options available in the $4,000 to $10,000 price range. (7, The Best Espresso Machines Australia ) These machines offer good quality and can be a great starting point for businesses. Furnishing and decor items such as tables, chairs, couches, lighting fixtures, and wall decor create a welcoming atmosphere. A modern and efficient point of sale (POS) system is also necessary for processing orders and tracking sales, inventory, and customer data. Upgrading your coffee shop's point-of-sale (POS) system can significantly enhance the overall efficiency of your business. With a centralized POS system, you can manage your sales, inventory, payment processing, customer data, marketing tools, and staff tracking from a single, easy-to-use dashboard. (Fabregas, 2023) The coffee shop should also have a reliable and fast internet connection to allow customers to use Wi-Fi and the coffee shop to operate online ordering systems and process payments. A Wi-Fi plan with 300 Mbps would be suitable with the average cost of $150.00 a month. (Fusion Connect, 2019) It would be beneficial for the coffee shop to invest in more branding and advertising. By promoting their business more effectively, they could attract more customers and increase their sales. Reaching out to local influencers would be a great start. Having a strong brand is essential

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136 36 for any business, and this is especially true for coffee shops. With so many coffee shops available, customers have a lot of choices, and a strong brand can help a coffee shop stand out from the competition. A well-crafted brand can create an emotional connection with the target market and help to build a loyal customer base. It can also help to establish a coffee shop's identity, differentiate it from its competitors, and communicate the values, atmosphere, and quality of the coffee shop. A strong brand can also help to attract new customers and retain existing ones, leading to increased revenue and profitability. Therefore, a coffee shop should invest in better branding to create a unique identity and build a strong connection with its target market. 10. Projected Income Statement – Joel

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137 37 11. Evaluate and Monitor Blackbeard Coffee Roasters LLC., as described in Section 6, plans to increase its market share by 3% and our overall customer satisfaction by 12/31/2024. Currently, our market share is 0.047% of the total coffee industry’s market share as of December 2022 (M. Ridder). We will be using profit and traffic increases every three months to judge our progression or regression regarding our market share goal. For our customer satisfaction objective, we are going to judge the increase or decrease of social media following, consumer traffic differentiation from month to month, promotion, and survey participation.

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138 38 We also believe that one of our most important assets in accomplishing an increase in customer satisfaction standards is our employees. They are on our front line and the initial contact for every in-person sale. Furthermore, our employees belong to our second potential target market as described in Section 4.2. This survey will be conducted on December 11, 2023. Feedback from this survey will begin to be implemented on January 2, 2024. Survey questions will be divided into two main parts: Home Improvement and Open Window. The Home Improvement section will be designed to gauge employee engagement. The “Open Window” section will be designed to provide an open dialogue between management and the employee force. After new changes are implemented, Blackbeard will use data based on employee performance and how many new consumers subscribe to our business website via employee and consumer interaction. Following our employee survey, we will conduct three consumer surveys. The first one will be conducted during the month of January. This will enable us to get our customers' opinions on what we should add to the business. The second survey will be conducted during June to gauge the effect of changes during the first six months of the year. Finally, in December, we will conduct our final customer survey to gauge the changes made and what changes to make in the following year. This process will continue for years to come. To increase our business’s market share, Blackbeard will first compare our act on strengthening our brand awareness. Brand awareness initiatives will commence in the form of holiday/seasonal promotions. These initiatives will take place in-store and in well-known locations such as East Carolina’s main campus near the Joyner Library. We are using these projects to increase consumer awareness amongst men and women ages 18-24. These initiatives will include samples of different coffee drinks stemming from the “Bean of the Day”. With each

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139 39 drink sample, there will be information regarding the coffee bean used and where to find our store-front location. We will aim to do on-campus giveaways for 3 days out of the week during peak testing times (midterm and final exams testing periods). Following these exam periods, we will calculate the increase or decrease in customer traffic using sales receipts at the end of the month. If we do not see at least an increase of 5% in monthly sales amongst these segment members, we will research other engagement methods aimed at this particular market segment. The second factor to increase brand awareness is for Blackbeard Coffee Roasters to increase the number of new subscriptions to our online subscriptions by 2% every month. Blackbeard subscribers will be able to buy products through our Blackbeard app, gain points to earn free drinks, and merchandise, and access discounts that are only available to Blackbeard subscribers. Subscribers will also be able to place orders on the app, just in case they are in a time crunch. The use of our new app will remain a permanent component of our consumer engagement procedures. However, if this initiative fails to bring in a substantial percentage of consumer traffic from month to month, Blackbeard will begin to seek out more effective brand awareness tactics.

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140 40 References Allen, L. (2023, July 17). Coffee statistics: Consumption, preferences, & spending . Full-Service Market Research Company. https://www.driveresearch.com/market-research-company- blog/coffee-survey/ Beneficia, & Pax. (2023, March 16). The latest technological trends in the coffee industry . Pax & Beneficia Coffee. https://paxandbeneficia.com/blogs/articles/the-latest-technological trends-in-the-coffee-industry Blackbeard Coffee . BLACKBEARD COFFEE. (n.d.). https://www.blackbeardroasters.com/ Bray, A. (2023, April 2). How is AI effecting the coffee industry? . Need a Barista. https://needabarista.com.au/guides/how-is-ai-effecting-the-coffee-industry/ Brandon, E. (2023, May 3). 12 ways retirees spend their newfound free time . U.S. News. https://money.usnews.com/money/retirement/slideshows/12-ways-retirees-spend-their- newfound-free-time Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2024). In Essentials Of Marketing: A Marketing Strategy Planning Approach (18th ed.). McGraw-Hill Education. Charles, S. (2022, January 11). How can we make specialty coffee more accessible? . Perfect Daily Grind. https://perfectdailygrind.com/2022/01/how-can-we-make-specialty-coffee- moreaccessible/#:~:text=Apart%20from%20entry%20barriers%20like,patience%20for %20ignorance%20or%20mistakes. Chrome, G. (n.d.). Coffee Shops in the Greenville NC Area . Google Search. https://www.google.com/search?q Coffee Shop Startups, C. (2023, September 25). How to beat your coffee shop competition . https://coffeeshopstartups.com/coffee-shop-competition/#:~:text=And%20more %20choices%20often%20equal,business%20can%20collapse%20under%20pressure Colombia avanza . DOL. (n.d.). https://www.dol.gov/agencies/ilab/colombia-avanza Czarniecka-Skubina, E., Pielak, M., Sałek, P., Korzeniowska-Ginter, R., & Owczarek, T. (2021). Consumer Choices and Habits Related to Coffee Consumption by Poles. International journal of environmental research and public health , 18 (8), 3948. https://doi.org/10.3390/ijerph18083948 Dunkin donut marketing strategy: A recipe for attracting over 3 million customers daily . buildd. (2023). https://buildd.co/marketing/dunkin-donut-marketing-strategy Fabregas, K. (2023, August 23). Best Coffee Shop POS Systems (2023 . Forbes. https://www.forbes.com/advisor/business/software/best-coffee-shop-pos/ Fanarioti, V. (2023, February 23). Exploring the potential of drones in coffee production . Barista Magazine Online. https://www.baristamagazine.com/exploring-the-potential-of-drones in-coffee-production/

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141 41 Forms library . Forms Library | Pitt County, NC. (n.d.). https://www.pittcountync.gov (2023) /490/Forms-Library Fusion Connect. (2019, January 7). Just How Fast Is 300 Mbps Internet? https://www.fusionconnect.com/blog/just-how-fast-is-300-mbps-internet1#:~:text=For %20residential%20services%2C%20you%20may,Agreement%20(SLA)%20is %20stronger . Greenville demographics and statistics . Niche. (n.d.). https://www.niche.com/places-to live/greenville-pitt-nc/residents/ Greenville, NC. Data USA. (n.d.). https://datausa.io/profile/geo/greenville-nc-31000US24780 Greenville, North Carolina population 2023. (2023). https://worldpopulationreview.com/us- cities/greenville-nc-population Guide, M. (2023, April 5). SWOT analysis ideas for a coffee shop . YouTube. SWOT Analysis Ideas for a Coffee Shop How can you use social media influencers and user-generated content to boost your SEO ranking? (2023, September 14). Linkedin. Retrieved September 17, 2023, from https://www.linkedin.com/advice/0/how-can-you-use-social-media-influencers-user- generated How Much Does Wholesale Coffee Cost?: Bellwether Coffee . Bellwethers RSS. (n.d.). https://bellwethercoffee.com/blog/how-much-does-wholesale-coffee-cost/ Hub, S. (2023, May 5). SWOT analysis of coffee shop - coffee shop swot analysis | swothub.com . YouTube. https://www.youtube.com/watch?v=R5pBpduwPro Hui, E. (n.d.). Modern technology and the coffee industry . Coffee Informer. https://coffeeinformer.com/modern-technology-coffee/#google_vignette Igielnik, R., & Parker, K. (2023, May 22). On the cusp of adulthood and facing an uncertain future: What we know about gen Z so far . Pew Research Center’s Social & Demographic Trends Project. https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/ “Blackbeardroasters.Com Blackbeard Coffee.” ▷ HypeStat , hypestat.com/info/blackbeardroasters.com. Accessed 4 Sept. 2023. Joseph, R. (2022, July 25). How café owners are fighting inflation . Fresh Cup Magazine. https://freshcup.com/how-cafe-owners-are-fighting-inflation/#:~:text=Inflation%20has %20touched%20every%20aspect,roastery%20to%20caf%C3%A9s)%20more %20expensive Keurig: Changing the coffee industry - thecommonscafe. (2022). https://www.thecommonscafe.com/keurig-changing-the-coffee-industry/

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142 42 King, K., Klingstedt, C., Campbell, B., & Staff, O. S. (2019, June 5). Downtown: Greenville . Our State. https://www.ourstate.com/downtown-greenville-north-carolina/ Marc Getzoff. (2023, August 9). Most technologically advanced countries in the world 2023 . Global Finance Magazine. https://www.gfmag.com/global-data/non-economic-data/best tech-countries Miller, E. (2021, January 24). Coffee Drones takes flight . BeanScene. https://www.beanscenemag.com.au/coffee-drones-takes-flight/ Mitchell, B. (2023, March 2). Will traditional coffee shops die out with gen Z? . New Ground. https://newgroundmag.com/2023/03/traditional-coffee-shops-die-out-gen-z/ Modern slavery in Brazil’s Coffee Sector. what businesses need to know. RightsDD. (n.d.). https://www.rightsdd.com/posts/modern-slavery-in-brazils-coffee-sector-what-businesses- need-to-know-2020/ National Coffee Association. NCA. (2020, March 26). https://www.ncausa.org/newsroom/nca- releases-atlas-of-american-coffee Pema, T., & Banerjee, S. (2023, September 7). Social Media and Influencer Marketing for CMOs: Maximizing Brand Reach and Engagement Read more at: Https://economictimes.Indiatimes.Com/jobs/c-suite/social-media-and-influencer- marketing-for-cmos-maximizing-brand-reach-and-engagement/articleshow/ 103480616.Cms? Utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst . The Economic Times. https://economictimes.indiatimes.com/ Published by M. Ridder, & 18, N. (2022, November 18). U.S. coffee imports by country of origin 2021 . Statista. https://www.statista.com/statistics/194261/us-coffee-imports-by-top-10- countries-of-origin-2009/ Reid, K. (n.d.). Lifeline or leisure?: TV’s role in the lives of the elderly. Lifeline or Leisure?: TV’s Role in the Lives of the Elderly. https://www.medialit.org/reading-room/lifeline-or- leisure-tvs-role-lives Robinson, L. (2023, February 22). Adjusting to retirement: Handling stress and anxiety . HelpGuide.org. https://www.helpguide.org/articles/aging-issues/adjusting-to- retirement.htm Rodriguez, G., & Gabby Rodriguez. Growing up in a coffee producing country. (n.d.). The best north carolina specialty coffee roasters . World Coffee Bar. https://worldcoffeebar.com/best-north-carolina-specialty-coffee-roasters/ Samoggia, A., & Riedel, B. (2019). Consumers' Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing. Nutrients , 11 (3), 653. https://doi.org/10.3390/nu11030653 Seven Marketing Strategies For Reaching Younger Customers . (2019, January 23). Forbes. Retrieved September 17, 2023, from https://www.forbes.com/

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143 43 Shaw, J. (2023, April 27). Why gen Z values sustainability: Tips for marketing to the eco conscious generation. Kadence. https://kadence.com/why-gen-z-values- sustainability tips-for-marketing-to-the-eco-conscious generation/#:~:text=The %20eco%2Dconscious%20generation, Social Media for Older Adults. Senior Tech Club. (n.d.). https://www.seniortechclub.com/catalog/ Stansbury, R. (2021, July 21). How drive-thrus can boost sales post-pandemic . QSR magazine. https://www.qsrmagazine.com/outside-insights/how-drive-thrus-can-boost-sales-post- pandemic TBH, T. (2023, July 6). Marketing strategies and marketing mix of Starbucks Coffee . The Brand Hopper. https://thebrandhopper.com/2023/07/06/marketing-strategies-and-marketing-mix- of-starbucks/ U.S. Bureau of Labor Statistics. (n.d.). Charts related to the latest “The employment situation” news release . U.S. Bureau of Labor Statistics. https://www.bls.gov/charts/employment situation/civilian-unemployment-rate.htm U.S. Bureau of Labor Statistics. (n.d.). Consumer price index: Concepts . U.S. Bureau of Labor Statistics. https://www.bls.gov/opub/hom/cpi/concepts.htm#:~:text=The%20Consumer %20Price% 0Index%20(CPI,of%20consumer%20goods%20and%20services. US Coffee Market - Share, Size & Growth. US Coffee Market - Share, Size & Growth. (n.d.). https://www.mordorintelligence.com/industry-reports/united-states-coffee-market U.S. Consumer Spending 1970-2023 . MacroTrends. (n.d.). https://www.macrotrends.net/countries/USA/united-states/consumer spending#:~:text=U.S.%20consumer%20spending%20for%202021,a%205.07%25%20i crease%20from%202017. Wiseman, P. (2023, April 27). US economy grew at weak 1.1% rate in Q1 in sign of Slowdown . AP News. https://apnews.com/article/economy-gdp-inflation-federal-reserve-jobs consumers-5d725b42df6f5364058510bad83afc82 U.S. Department of State. (2023, August 22). U.S. relations with Brazil - United States Department of State . U.S. Department of State. https://www.state.gov/u-s-relations-with- brazil/ World Development Indicators . The World Bank. (n.d.). https://databank.worldbank.org/source/world-development-indicators 7, J. (n.d.). The Best Espresso Machines Australia . Seven Miles Coffee Roasters. https://www.sevenmiles.com.au/blogs/editorial/commercial-espresso-machine- guide M. Ridder. (2022, December 14 ). Coffee market in the U.S. - statistics & facts

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144 44 U.S. coffee market - statistics & https://www.statista.com/topics/1248/coffee- market/#topicOverview facts | Statista

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group 7 Blackbeard Coffee Roasters (3)

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