Wide Awake Titan Café is a proposed coffee and smoothie café located on the University of Wisconsin Oshkosh campus. It will offer Starbucks coffee products as well as fresh fruit smoothies and a delivery service. The target market is UW Oshkosh students and faculty. The business will be structured as a limited liability partnership and seek funding from investors, alumni, and the university. The key strengths are the large student population that is regularly on campus, branding with Starbucks, and offering a unique delivery service not currently provided. Potential weaknesses include confusion with existing campus cafes and developing brand awareness as a new business.

1. Marketing Plan for Wide Awake Titan Café
Business 371 Essentials of Marketing
November 25, 2014
By: April Delfosse, Amanda O’Keefe, Kelsey Bolz, Melissa Moua & Michael Rongo

2. 2
Table of Contents
Executive summary……………………………………………………………………………………………………………………3
Introduction……………………………………………………………………………………………………………………………….5
Company Description…………………………………………………………………………………………………………………5
Product and Service……………………………………………………………………………………………………………………5
SWOT Analysis……………………………………………………………………………………………………………………………6
Key Strengths/Opportunities………………………………………………………………………………………….8
Key Weaknesses/Threats……………………………………………………………………………………………….8
Marketing Objectives…………………………………………………………………………………………………………………9
Target Market……………………………………………………………………………………………………………………………9
Product…………………………………………………………………………………………………………………………………….10
Product Menu & Price………………………………………………………………………………………………………………10
Promotion…..……………………………………………………………………………………………………………………………11
Price…………………………………………………………………………………………………………………………………………13
Place………………………………………………………………………………………………………………………………………..14
Budgeted Income Statement……………………………………………………………………………………………………..15
Break even Analysis………………………………………………………………………………………………………………….19
Measurement and Control……………………………………………………………………………………………………….21
Implementation Schedule………………………………………………………………………………………………………..22
Conclusion………………………………………………………………………………………………………………………………..23
Works Cited………………………………………………………………………………………………………………………………24
Appendix……………………………………………………………………………………………………………………………………25

3. 3
Executive Summary
Our business consists of a coffee and smoothie café that is located on the University of
Wisconsin Oshkosh campus. In addition to serving products to customers directly, we also offer
a delivery service. Our coffee products are Starbucks based. We felt that going with a strongly
recognized brand will contribute to an increase in sales. In addition to our coffee we are
providing a healthy alternative via smoothies. These smoothies will consist of local fresh fruit,
while consisting of no artificial dyes or sweeteners.
Our target market for Wide Awake Titan Café is the students that attend the University of
Wisconsin Oshkosh. It is safe to assume that most college students will be able to benefit from
our product. Due to busy schedules, late nights and demanding course loads a caffeine pick-me
up is desirable. Since this business plan is designed by current college students, we recognize
our peers need and willingness to purchase a caffeinated beverage to meet their demanding
schedules. Due to our location another market that we will serve is faculty and staff. Although
this is not our target market, we realize that we can benefit greatly from their purchases as
well. Our location contributes to the university as a whole, so benefiting a diverse market is a
possibility.
The reason our company will be successful is because we have the hours and the operation
schedule to meet customer’s needs. Our company, due to location, has the ability to cater to
students and faculty during the morning, afternoon and evening. Along with our extended
hours of operation, we will also be accommodating students and faculty via our delivery
service. This service further caters to our customer because it allows them to receive the
energy boost they need without wasting time and money. During the stressful late nights of
studying we will provide them with the opportunity to not have the hassle of giving up their
study spot and walking out in the cold (weather permitting). This will allow students to
conserve time and energy to continue focusing on their studies. We felt it was beneficial to
expand our radius of delivery up to four blocks off of campus. This ensures that we can target
UW-Oshkosh students that do not reside on campus that can also benefit from our company’s
service.
Another reason we will be successful is because we are a one-of-a-kind unique business.
Prior to our creation, no other business on or around campus, has ever implemented a
beverage delivery service. There also is a lack of healthy beverage choices on or around
campus. Although some businesses may claimto have healthy options, they do not compare to
our smoothie line. In addition to our private smoothie line our delivery service will also
contribute to our success. We intend to pride ourselves on creating a delivery service that is
extremely timely and efficient. We want to be recognized for our service and it will contribute
to our success. This convenient service will also help to establish our credibility and a
relationship that goes beyond a typical café with our customers.
Yet another aspect of our business that will make us successful is our great awareness to
creating our products as customers order them. This will ensure that our products are as fresh

4. 4
as possible and will be created with love and by hand for each customer. For our fruit
smoothies we will take advantage of further catering to our customer by providing them with
the fruits that are in season. This will be able to keep our prices as low as possible for our
customers and it will also provide the highest level of freshness to our customers.
Our business will be structured as a limited liability partnership. This type of business structure
allows us to build a relationship with our investors, but also protects them from any financial
distress that we may see. The benefits of this type of partnership for investors are immense. All
of our investors will be able to profit from our business, but they will not be held responsible in
any other aspects of the company. We would also like to build a relationship with our investors
via our partnership. Our goal is to utilize them for help in areas that we may struggle with.
Many investors will have prior business background and experience. As a start-up company, we
are aware that we will struggle in some areas. To have a partner that will be able to provide
indispensable information to assist us in our business endeavors would be a great asset to our
company.
We have chosen to seek financial support in three separate ways. We want to utilize the Pitch
Contest that is held as a part of the CEO club on the University of Wisconsin Oshkosh campus. A
multitude of investors attend this event. We feel that our business plan is strong enough and
that our business will be profitable enough to peak the interest of at least one (or multiple)
investor(s). If an investor was found at this contest, we would be able to amply fund our
business.
We have also chosen to seek financial support via the University of Wisconsin Oshkosh alumni
association. There are many alumni who we feel would be willing to invest in our company due
to the favorable advantages our business will add to the campus. In addition, alumni most likely
would favor the opportunity of being able to invest in their alma mater. Due to the fact that the
business department here at the University of Wisconsin is highly recognized for its success it is
fair to say that its students are well qualified to be invested in. In the same sense, investing in
our business will also allow them to give back to the campus that has contributed to their
success.
Our final option for funding would be to possible get additional funding from campus. Since we
are located within a University building on campus it is fair to say that we will receive funding
from the University itself. Also due to the fact that we are replacing a current food vender on
campus that the university in theory makes some profit from, we would be willing to take their
place, if the university provides us with funding.
Another form of funding we can use is loans. Our estimated start-up cost is around $1 million
dollars. We estimated this cost using the total of all of the projected expenses we will incur
during the first year. If we are able to fund our company via investments, loans and our own
personal contribution, we will be able to meet our target opening day.

5. 5
Introduction
Our company is called Wide Awake Titan Café. This business strongly relies on the already
established company of Starbucks and the University of Wisconsin Oshkosh. We believe that
due to the wide recognition of each of these organizations our business will have market
credibility as soon as it is established. This company when introduced to the University of
Wisconsin Oshkosh campus will go through the introduction phase as well as a period of
growth. The key products of our business will consist of the Starbucks coffee items as well as
fresh fruit smoothies. In addition, another aspect that we will provide to our customers is a
delivery service. This delivery service will allow customers to save time and still receive the
energy they need.
Company Description
Wide Awake Titan Café will achieve success by providing high quality products and a unique
service. The key market area is the UW-Oshkosh campus which includes the students and
faculty. The delivery service will focus on getting the product delivered as fast as possible while
also keeping the quality intact. Wide Awake Titan Café will be located near the entrance of Polk
Library in the location of the old (café). This location will be ideal because of the high volume of
traffic throughout all hours of the day. Within our market there is the need for caffeine and an
outlet to save time. This will contribute to our overall growth as a business because we will help
to fulfill our customer’s needs. This business will be a limited liability partnership. We have
chosen to run our business as a limited liability partnership because it provides financial
support from silent investors while providing them with security in case our business is
unsuccessful. This type of partnership benefits both parties, as well as the overall structure of
the business. We feel that our company is a profitable investment and that we will be able to
find investors who agree.
Product/Service
We feel that students have been dissatisfied with the hours of the cafés on campus. Our hours
will cater specifically to our students studying needs. Not only will our hours accommodate
students, but our delivery service will enhance the students studying abilities with the
opportunity for them to not have to sacrifice their study time or location. Our goal is to make
the act of getting a cup of coffee or beverage for students an easy experience. As students
ourselves, we realize the inconvenience of having to stop studying, giving up your study spot,
and walking across campus in order to get the fuel that we need to keep studying. Our
elimination of these hassles will be more convenient for students and will consist of the similar
prices that a regular Starbucks location offers. Our delivery charge will initially be a flat rate of
$1.00

6. 6
SWOT Analysis
Internal Strengths Weaknesses
Marketing  Students constantly on campus.
 Word of mouth advertising goes a
long way on a college campus
 Sodexo™/University Dining
Network already established
 Co-branding w/ Starbucks gives
Wide Awake Titan Café a strong
image
 Existing campus cafés (Confusion)
 Need to develop different marketing strategies
to raise awareness to commuters, off-campus
students, and full year students (concentrated
– one marketing mix to different types of
consumers)
Financial  Discounts on certain products
because of wholesalers/high
quantity orders
 Fortunately, we have a manager
to assist in the financial records
and bookkeeping aspects of
running a business.
 Manager salary in addition to labor wages.
 Start-up costs
 It’s very easy to not follow the step-by-step
recipe, and therefore lose profit because of
wasted products.
Product/Service  Easy to differentiate from
competitors due to later business
hours, delivery service, already
established with Sodexo™
 Has a different logo from the rest
of the cafés and food service
locations on campus.
 Offering delivery in winter will require
modifications in transportation styles.
 Offering very similar products to what is
offered at existing University cafés
Technology  Customers have accessibility by
being able to place orders online.
 Machines are producing at faster
rates than ever before.
 State-of-the-art equipment will
last longer
 Online ordering traffic
cannibalizes phone order traffic
 Machines often become obsolete to the
newest and greatest coffee-brewing machines
 Machines are extremely prone to breakdowns
 Machines require a lot of maintenance and
cleaning
Reach  Peak hours generates the most
profit
 Concentrated delivery radius
 Later business hours (9PM-1AM)
 Location is in the heart of the
campus
 3rd Largest UW School
 Concentrated sales during peak hours.
 Difficult to deliver multiple orders (melting
products)
 Summer, Winter Break, Spring Break,
Thanksgiving
 There are no other delivery services offered on
campus that are similar (hard to precedent,
need to develop a home-made strategy)

7. 7
External Opportunities Threats
Marketing  Lots of room on campus to brand a
new name (think of all the new local
business that have opened since
freshman year).
 Growing Coffee Market
(Convenience fits the lifestyles of the
average college student)
 Many other businesses (not just cafés)
market heavily on campus
 Marketing another campus café may seem
redundant (MiTaza, MiTaza to Go, Sage
Café).
Financial  Very profitable after start-up costs
are covered.
 Reach out to investors for our start-
up expenses
 Purchasing power from wholesalers is very
low (so many competitors)
 Price of coffee beans can increase to
ridiculous prices based on
economy/weather conditions.
 Need to invest in capital (Café equipment)
Product/Service  Cafés often develop further product
line depth and breadth (Coffee
Products)
 Increased sales during finals weeks
and for midterms.
 Offer “Happy Hours” to make up for
slow periods.
 Competition with on-campus brands and
off-campus cafés
 Potentially, difficulty of selling coffee at
night may arise.
 Lost profit, easy to mess up on drinks
Technology  New Coffee technologies/Machines
are further improving efficiency,
quality, and mechanics.
 Website could increase potential
orders (especially for delivery
orders).
 Social Media technology promotes
increased market awareness
 Other cafés will also be keeping up with
current technologies.
 Machines often become obsolete to the
newest and greatest coffee-brewing
machines
 Website downtime due to
errors/maintenance; potentially lose sales
Reach  Potentially can switch to an off
campus location (increased sales and
profits)
 Spread idea to other UW campuses
 Growing Campus
 Develop new ways for delivering
café beverages.
 Unsafe delivery conditions (Weather, Hold-
ups)
 Increase in amount of commuters.
Commuters will be more difficult to reach
than dorm/on-campus students.
 Growing campus means increasing our
delivery radius

8. 8
Key Strengths/Opportunities
At UWO, we have a strong student body that is constantly on campus. This not only includes
students in the dorms and off-campus housing but commuters as well. Overall, UW-Oshkosh
students spend a lot of time on campus and we know that will be one of our core strengths. As
students start their early college careers, they are often left without a car or any form of
personal transportation; we believe this is a factor that will keep students on campus and push
them into our café and spend a price premium for our products. To supplement the
convenience factor, we will be strongly promoting the fact that we serve primarily Starbucks
products. Like many other businesses who serve Starbucks products, the name basically speaks
for itself. We believe associating our brand and logo with Starbucks’ will make it easier to
market to students around the UW-Oshkosh campus. One thing we also want to factor in is the
amount of time that faculty and academic staff spend on campus as well. We included those
individuals in our target market and we found that it was a good idea because they can produce
profits for our business in slower periods (breaks throughout the year) (professors spend time
in the library too!).
In the future, our business needs to take advantage of marketing. This is a substantial
opportunity because there is so much room to market ideas on this campus (i.e. UW-Oshkosh
Annual Pitch Contest). This factor will generate more profit and develop loyalty for new
promotional ideas. Aside from marketing ideas, one thing that we can focus on as well is the
market growth. Each year coffee consumption is increasing at fast rates with the United States
atop of the list. Each year the market grows around 2.5% in total (Target Market growth). This
can be traced to the lifestyles of any given college student. Students are often on-the-go and
don’t have enough time or money to brew their own coffee. The convenience of our business is
a perfect fit for the student body here at UW-Oshkosh. In our favor, students only get busier as
they work their way through college and begin to take more challenging, time-consuming
courses.
Key Weaknesses/Threats
An aspect of our business that is often going to be misunderstood, is who we are; we aren’t
MiTaza in Reeve, we’re not Sage Café. There are plenty of campus-based cafés and it potentially
could develop some confusion among our target market. In order to set this aside and
differentiate ourselves, we need to start with one of the main purposes of running our
business; delivery. We stand alone on this campus as a coffee delivery service, we need to
stress this aspect to our customers and make it stick in their minds that we are really trying to
set ourselves apart from our competition around campus and promote our business with the
“big picture.” In addition, the opening week of our business is going to be very eye-opening.
Unfortunately, in the process of planning our business, it was difficult to precedent the delivery
aspect of it. As I stated before, there are no coffee delivery services in this area. We will have to
develop our own “home-grown” strategies if we want to make this work, and make it as
efficient as possible. Obviously, we don’t expect it to be perfected within a short amount of

9. 9
time, but rather be patient and observe what is going wrong and what we can do to make it
right.
One aspect that not only our café has to account for, but most cafés is that we are all often
driven by high peak hours and often slowed down by very minimal revenue that is generated
during downtimes. This is a facet that potentially could be reversed in our business due to
“latest” night hours for premium coffee products and our convenient and affordable delivery
service. Another strategy we can implement to reverse these effects is offering a “Happy Hour”
at some point in the near future. Something else that our business needs to take into
consideration is the spontaneous change in coffee bean prices. These are crops that often can
be destroyed by intense weather conditions or wiped out by the lack of rainfall.
Two Marketing Objectives
Our first objective is to increase awareness. While many students already know the Starbucks
brand, they may not be familiar with the concept of coffee delivery. We plan to gain 50%
awareness within the first year. We would like to increase that awareness by 15% in the
following two years. Our second objective is to have 5% market share our first year. We would
like to improve 2% annually and by the third year and have 9% market share.
Target Market
UW-Oshkosh is the state’s third largest and second fastest growing campus in the state. The
total enrollment of students attending UW-Oshkosh is over 14550 in the year 2020 the
projected enrollment is said to increase to over 16,000 students. This allows our target market
to be quite substantial and to increase in the coming years. The target market for Wide Awake
Titan Café are males and females between the ages of 18-25. Thirty-two percent of students
enrolled at UW-Oshkosh live within Residence Life Halls. While this will be our primary market,
we plan to accommodate to the students that live off campus and commute to campus as well.
An advantage of our target market is that students already know the Starbucks brand and our
products will become even more reachable to students with our delivery service.
Over 50% of Americans over the age of 18 drink coffee every day. While we don’t expect all
50% of our target market to order coffee from Wide Awake Titan Café, we estimate that 35% of
our target market will order our products every day. According to estimates the average price
that a customer spends $2.45 on a café beverage and averages about 1.6 cups. Our goal for the
first year is to have 5% of the market size which will give us a market share impact of
$1,040,907 in year one. For the second year, with in overall market growth of 2.5% and an
increase in market share by 2%, we expect our revenues to be $1,493,701.55. Finally, for our
third year, with an overall market growth of 2.5% and an increase in market share by another
2%, we can expect our revenues to be $1,968,485.25.

10. 10
Product
The product that we will be providing is based off of select items from the Starbucks coffee
menu. Each drink will be available in the same three sizes that are offered at Starbucks.
In addition to this coffee menu we will also offer fresh smoothies. These smoothies will provide
a healthy alternative for those who are in need of an energy boost but are still health conscious.
The University of Wisconsin Oshkosh is attempting to cultivate a healthier lifestyle within
students. Our efforts can help reach this objective. Prior to our location on campus there are no
other locations that provide students with the ability to purchase fresh fruit smoothies. The
only place on campus where smoothies can be purchased is at the MiTaza located in Reeve.
These smoothies however consist of artificial flavors and contain large amounts of sugar and
chocolate syrup within their ingredients.
Another large aspect of our business is the delivery service we offer. This is the part of our
business that sets us apart from the rest. At the current time there is no other business in
Oshkosh, Wisconsin that delivers hot beverages to one’s door. Our business, Wide Awake Titan
Café, has the untapped potential to start the next big trend. We pride ourselves on having a fast
delivery service that brings your cup of energy directly to your desired location. We will
provide our beverage delivery up to a four block radius of campus. (See appendix for map.) As
an incentive for students to utilize our delivery service, we will charge a flat rate of $1 for each
delivery. We feel that students will take advantage of this systembecause it saves them time
and offers them convenience. We chose to use a flat rate for delivery because we feel that our
service is unique in what it offers, and we feel that our customers will be willing to pay the fee.
Product Menu & Price
We will provide three flavors all year round in addition to providing two seasonal flavors during
the four seasons of the year. Our fruit will be purchased as needed (most likely every other day)
to ensure that the fruit is at the peak of freshness. This fruit will be purchased from Aldi’s
grocery store as well as Farmer’s Markets (depending on season). The only fruit that this store
provides is produce that is in season, organic or at low prices. If the fruit that is listed on our
menu for one reason or another is not at this location we will use Festival foods as our backup
plan. Since we are using smoothies as a healthy alternative to ordering coffee drinks we pride
ourselves on creating recipes that contain no artificial dyes, mixes or sweeteners. Our
ingredients for every smoothie consists of 2% milk, Greek yogurt and the fruit or fruits within
the indicated name of the smoothie. No exceptions or alterations to smoothies will be
accepted.
This is a technique that sets us apart from other smoothie locations because we will not have a
blended batch pre-made in advance. Instead each smoothie will be made by hand with love
when it is ordered. This will ensure yet again, that the highest level of freshness can be ensured
and the exact ingredients of the smoothie can be observed. The milk and Greek yogurt will be
purchased from Costco on a weekly basis. This will ensure that freshness is maintained within

11. 11
our ingredients. The sizes in which our smoothies will be offered consists of three sizes; small,
medium and large. Five blenders will be needed to ensure that there will be no time in turn
over. Having this set number of blenders allows each flavor to have its own designated
machine. Therefore there will not be the need to clean out each blender each time a new
smoothies is ordered. Instead there will be a blender designated for each particular type of
smoothies. This also will ensure that there is not mix of fruit to protect those who have food
allergies.
The cups and straws for these products will be ordered from the company Sysco on a weekly
basis. We will also be ordering all of our disposables for our coffee beverages (cups, lids, straws,
etc.) from Sysco. Our coffee products are affiliated with the Starbucks brand, but we do not
operate as a franchise of Starbucks. Sysco is able to provide us with an excellent price on
disposables that have our own personal company logo on them.
The largest hurdle that we face with having a hot and cold beverage delivery system, is keeping
the beverages at their designated temperatures. Through our research, we have discovered
products that will help us achieve overcoming this hurdle. A product designed by the company
Koolatron called the “Koolatron P25 Fun 12-Volt 31-Can Cooler” (see appendix) is able to keep
cold products at a temperature of 25 degrees below ambient levels. Within this cooler we will
have a metal cup tray (see appendix) that can hold up to 6 cold beverages at a time. In contrast,
we will use a product by Coleman called the “Coleman 9-Can Soft-Cooler with Hard Liner” (see
appendix) for hot beverages. To keep our hot products hot, we will be utilizing hot plates (see
appendix) within the bottom of the Coleman Cooler. Inside of the Coleman Cooler, a metal cup
tray that can hold up to 4 cups at a time will be placed to ensure cups do not spill or tip. We will
have 6 of each cooler available for delivery use. This way we are able to accomplish more
deliveries in a shorter time frame.
Another benefit to these coolers is that they are both designed to be fairly light. This will ensure
that the weight of the coolers will not affect the bicycle deliveries or hand deliveries.
Promotion
The name that we have chosen for our business is Wide Awake Titan Café. This name embodies
who we are and what our mission is. We hope to provide to students and faculty members the
energy boost that so many of us need for our daily lives. We think that it is important to
incorporate the University of Wisconsin Oshkosh colors, logo and name in order to
demonstrate that it is still a business associated with the campus. The logo listed below will be
the logo that will be placed upon every product that is sold by our business. This is a simple way
of advertising and getting the word out there about the products that we offer. This logo will
also be incorporated in all of our marketing campaigns.

12. 12
Company Logo:
We will have 2 forms of delivery, 3 Smart Electric Drive vehicles and bicycles. We plan to utilize
the vehicles for late fall, winter and early spring season, as well as for off campus deliveries.
Bicycles will be used for any small on campus deliveries during the warmer seasons. We plan on
implementing this logo as a decal on each of our delivery vehicles to further promote our
business.
As a company, we would also like to focus on promoting customer loyalty. We feel it is
important to show our customers that we appreciate their business. We will be providing
customers with the option of receiving a Wide Awake Titan Café punch card. The Wide Awake
Titan Café punch card (pictured in appendix) will consist of 10 punches. One product purchased
will be equal to one punch on the loyalty card. After 9 purchases, or punches, the customer will
receive the 10th punch, or beverage purchased, for free. We will not have a size limit on the
free beverage. We feel that initially it would be ineffective to limit the products available for
the tenth beverage purchase.
Another promotional strategy that we feel will be effective is the use of campus wide email. It
reaches the majority of our target market and is an inexpensive form of communication and
publicity to provide business awareness for our products and service. We plan to effectively
email our customers without bombarding them with constant updates and announcements.
Located in the appendix are various examples of emails that would be sent for different
promotional events and featured products.
To further create awareness of our product width and depth, it is important to highlight
typically lower selling products. We will utilize weekly and monthly promotions to draw
attention to less popular products. For coffee products, we will use a “Coffee of the Week”
strategy. For smoothies, we will implement a “Smoothie of the Month”. This information will be
sent out via email to reach our mass target market. Included in these emails will be various
promotional codes and discounts available for students during that time frame as well. (See
appendix for individual examples.)
Our website will consist of an online version of our menu. The website will also provide
customers with our business hours, promotional events, basic information (such as location and
telephone number), and seasonal products. In addition to our menu, customers will also be
able to order directly from our website. This tool will allow our customers to conveniently
provide us their order, delivery location, and time preference of delivery. Customers will also be
able to pay directly for their product on our website. This eliminates the need for cash at time
of delivery. We chose to utilize another company’s expertise in web design to allow us to create

13. 13
the perfect website for our business. This company, the Executionists, also provides the
necessary software and maintenance for customers to pay online.
The next promotion strategy that we wish to implement into our business is to allow potential
customers to sample our products during our soft opening and when seasonal products
become available. Through the use of samples we allow individuals to try our products and
taste for themselves the quality of what we serve. This action also creates a sense of reciprocity
that is common when sampling products. This will then ensure that we do not lose money on
sampling our product and instead will help to increase our initial sales.
Additional promotional strategies will include creating a company Facebook page and a Wide
Awake Titan Café twitter account (to tweet about our products) to utilize social media outlets.
Two additional commonly used promotional strategies on campus that we will implement will
be sidewalk chalk to advertise and posters located in each building on campus. These will not
be our most influential marketing strategies for our company, but they will still increase overall
awareness of our products and our service. A creative idea that will draw attention to our
business will be our Wide Awake Titan Café coffee mascot. He will be located regularly outside
of Polk and will make occasional appearances outside of Reeve and Sage. Our mascot’s main
objective is to bring awareness to our business as well as giving out promotional flyers
containing product information (see appendix).
For the second year of business, we wish to utilize the idea of a “Happy Hour”. After our first
year of business is complete, we will be able to determine at what specific times of day our
business saw the least amount of traffic. Implementing a “Happy Hour” will help re-generate
business during these documented slow times. The concept of a “Happy Hour” will also give our
business a new promotional strategy which should increase excitement about our café.
Another future marketing idea we would like to utilize, is the concept of customers
participating in a “new product competition”. Customers will be able to submit a list of
ingredients and a name for a product they would like to see featured at our café. The winner of
this contest will receive a $20 cash prize, as well as becoming the official taste tester of the new
product. This yet again will provide future promotional tactics to our business.
Price
For our price system, we used Starbucks coffee prices in the Oshkosh area as a reference point.
Due to our extensive product list, we offer varied prices in comparison to the products offered
in Sage Café. We also differed in prices that are displayed at franchise Starbucks locations. We
chose to differentiate our prices to cater to the needs of our target market. Our target market
largely consists of college students. It is a fair assumption to make that students are willing to
pay a price premium for convenience but do not want to overspend. Our price strategy is
market penetration. We chose this strategy to ensure a repeat customer due to our reasonable
prices on all products. Our prices are largely comparative to that of any other Starbucks serving
location.

14. 14
Place
The location in which our business will be held is within Polk Library. This location serves as a
prime location due to the fact that it is in the middle of campus. This will allow our delivery
service to have the advantage of being able to fulfill customers’ orders in a timely manner. This
location is also ideal because this is where many UWO students spend late nights studying.
Since the average college student is deprived of sleep and spends most nights studying, a
location within the library that sells coffee will be greatly utilized. Our business focuses on
making excellent beverages and the ability to deliver these beverages to our customers.
Students will be able to order a beverage from their study location within the library itself or
within a 4 block radius of the library. This aspect allows students to not lose study time or
preferable study locations simply for a caffeine boost.
Our store will be located in the foyer of Polk Library. It will be taking the place of the current Mi
Taza kiosk. Our business’s hours will coincide with the hours of the library. For fall and spring
semesters we will be open Monday thru Thursday 7 am to 1 am, Friday 7am to 6 pm, Saturday
10 am to 6 pm and Sunday 10 am to 1 am. We recognize that during specific times of year, such
as finals, interims and campus breaks, our hours will fluctuate. These hours will be posted on
our webpage for customer convenience, as well as posted directly at our store front with ample
time for students to prepare for the schedule changes.
During the summer we recognize that we will not have as much business as during the school
year. However due to many events that happen during the summer on campus or around
campus, we will still be open. The university's residence halls host many different individuals for
events that take place during the summer. Our café will be a convenient, local business for
them to utilize during their stay, when the majority of campus beverage opportunities will be
closed. During the summer, depending on the flow of business, we will adjust our hours of
operation as needed.
We have designed a layout of our store front (see appendix). We want to have two sections
where orders can be taken in addition to adequate space behind the counter for computer and
phone access to take incoming orders. We will have three POS terminals behind the register.
Two will be used for walk-up orders, one will be specifically for call-in orders. At each walk-up
POS terminal, we will have pamphlets with our product menu, contact information and hours.
This will provide our customer with a “take-home” menu for their convenience (see appendix).
Behind the counter we will have all of the necessary machines needed to make all of the coffee
products and smoothies listed on our menu. Under our counter space we will have a large
refrigerator system that will contain all of our cream and dairy products to create our drinks.
Lastly at the end of our counter we will have a designated pickup location. This will ensure that
there are not long lines. In addition it will help to keep things as efficient as possible.
In order to ensure that we have a great grand opening we are going to have a soft opening. This
will consist of an opening one week prior to when classes start this date will be September 1,
2015. A soft opening allows our business to work out any and all glitches that we may have with

15. 15
time, accurate product distribution, employee errors and systemerrors. It will also allow us
added awareness of our business through word of mouth. Our grand opening will take place on
September 8, 2015. This day coincides with the Tastes of Oshkosh, which is located directly in
front of our store location. Again, we feel that this will give our business free publicity due to
the traffic generated from this event.
To provide initial awareness of our grand opening, we will be sending a mass email to all
students, staff and faculty. This email will contain a link to our website. To promote awareness
of our grand opening date and time, we will have an active countdown to increase anticipation
among customers. We feel that this will increase the drive of initial customers that visit our
store location.
Budgeted Income Statement
 Revenue – In our first year of operations, we set a 5% market share goal. We expanded
upon that goal and increased our market share by 2% each of the following two years.
We configured our revenue to be $1,040,907 in the first year (14550 total in our market
* 1.6 average cups of coffee products purchased per day * 365 days * $2.45 average
cost per coffee product purchased * .05). In the following years, we projected our

16. 16
revenues with the same equation listed in the parenthesis above with 7% market share
in the second year and 9% market share in the third year. However, we calculated the
entire market share (14550 total in our market * 1.6 average cups of coffee products
purchased per day per person * 365 Days * $2.45 average cost per coffee product
purchased = $20,818,140) in the second and third years with the market share growth
(2.5% per year)( $20,818,140 * 1.025 *.07 = second year market share)($21,338,593.50
* 1.025 * .09 = third year market share).
 Cost of Goods Sold – We wanted to calculate our COGS with accurate prices instead of
doing a ratio of our revenues. It was most accurate to seek wholesalers for all the non-
Starbucks related raw materials. We compiled any non-Starbucks related raw
materials/products (Hot/Cold Cups, Lids, Cup Sleeves, Sugar, Syrups, Whip Cream, Milk,
Regular Coffee Beans, Decaf Coffee Beans, Espresso Beans) and projected the quantities
in terms of how many drinks we plan on serving throughout our first year of operations.
We strictly incurred the costs that the wholesalers provided on their websites (for non-
Starbucks affiliated products such as cups, syrups, sugar). However, there were a few
raw materials we were unable to associate costs with Starbucks’ Regular and Decaf
coffee beans, and Starbucks’ Espresso beans. To project these costs we increased the
prices we found on wholesaler websites to make up for the price premium that
Starbucks will charge us to use their products. We projected that an extra 30% was a fair
number to estimate ($5.94/lb of Regular Coffee Beans, $7.40/lb of Decaf Coffee Beans,
and $5.75/lb of Espresso Beans) In the following two years, we projected our COGS by
using the ratio (COGS/Sales Rev = $281,733.68/$1,040,907 = .271) provided within the
first year of our income statement (Year 2 COGS = .271 * $1,493,701.55) (Year 3 COGS =
.271 * $1,968,485.25).
 Labor Expense – Wide Awake Titan Café employs nine student workers (mix between
Delivery Drivers and In-Store Baristas) at all times within the first year of operations. We
also plan on employing a manager and supervisor to assist in running the business. To
ensure efficiency during the peak hours of the day (7am-12pm), we plan on having at
least the manager there for each of these periods (Monday-Friday; Polk Library doesn’t
open until 10am on Saturdays and Sundays). The supervisor will be working whenever
the manager isn’t present, and at times with the manager. Throughout the year, Wide
Awake Titan Café will be open for 4050 hours. We chose the figure of “nine student
works employed at all times” because it was easier to project our labor expense instead
of going through each time of each day that Wide Awake Titan Café is open and
choosing different.
 Gasoline Expense – We want to emerge as a “Green” or an eco-friendly business, we
will not be incurring gasoline as our expense. We chose to invest our funds in three
individual Smart Electric Drive™ smart-cars. These give us an advantage of being able to
deliver throughout the year. In addition to Wide Awake’s “Green” state of mind, we
chose to use bicycles for delivery as much as possible to save electricity.

17. 17
 Marketing Expense – We developed multiple strategies to market not only our product
but our service. The coffee cup mascot is incurred at a cost of $291.31. We also plan on
utilizing the convenient services of Copy This™ by printing off fliers we can use to post
around campus and take home menus. (Each 1-sided sheet of color is $.52; 7000 take-
home menus and 5000 fliers; 12000 sheets total * $.52 = $6240). In addition, the punch
cards for our Loyalty Program can be purchased through VistaPrint™ at a price of $48.73
per 1500 cards (Because we want to hand out as many as possible immediately after our
Grand Opening, we will order 6000 total; (6000/1500) * $48.73 = $194.92) (Our emails
will not incur costs because we plan on performing this service unassisted instead of
paying Executionists™ for this service). In the following years, we determined projected
marketing numbers by dividing our first year’s marketing expense by our total size of
the target market ($6726.23/14550 = $.46 per customer) and increasing the marketing
cost per customer to $.60 ($.60 * 14550 = $8730) in the second year and $.75 ($.75 *
14550 = $10912) in the third year.
 Supplies Expense – We calculated the variable supplies expense from the provided
wholesaler prices (see individual pricing chart). Each year we project a $3000 increase in
our variable supplies expense.
 Utilities Expense – To project the utilities of Wide Awake Titan Café, we calculated how
many drinks that we would be selling each year by using our revenue numbers. In year
one we incurred $106215 ($1,040,907/$2.45 average price per coffee drink = 424,860
drinks * $.25 variable utility expense per drink = $106,215). We performed the same
process for the second ($1,493,701/$2.45 = 609,675 drinks * $.25 = $152,418.75) and
third ($1,968,485.25/$2.45 = 803,464 drinks * $.25 = $200,866) years of operations.
 Website Expense – This expense includes two flat rate fees for the service, and three
yearly payments. The two flat rate fees are $1500 to allow Wide Awake Titan Café to
process payments online when customers submit orders and $1200 for having
Executionists™ design, plan and develop our website. The yearly costs are $10/year for
the domain name, $100/year for server host (allows mass amounts of people to visit our
website at the same time) and $500/year for website maintenance. Therefore, the first
year expense accumulates to $3310, and $610 each year for the next two years.
 POS System Expense – We plan on investing in three separate POS systems for
convenience and efficient business flow. Two of these will be allocated for in-store
orders and the other will be allocated for over-the-phone orders and in-store orders
when not being used. Each of these costs $3500; three of these add up to $10,500. The
company providing these systems, Retail Information Systems, also suggest to incur
yearly costs of 12% of what the original cost ($10,500) was and to incur that in each year
of operations. Therefore, the first year states $11,760 ([$10,500 * .12] + $10,500) and
$610 ($10,500 * .12) for the second and third years.

18. 18
 In-Store Equipment/Delivery Equipment – All the costs and supplies are listed on the
table above. However, for years two and three, we are incurring costs of updating our
technology. We priced the In-Store equipment higher compared to the delivery
equipment because we will be updating our coffee/espresso machines more often than
we will be updating our delivery equipment.
 Business Phone Expense – Wide Awake Titan Café will utilize the flexible business
landline plans that AT&T has to offer. We chose their $55/month plan that consists of
Unlimited Local and Long-Distance (55 * 12) = $660
 Rent Expense – In addition to renting the space in Polk Library, we will be consuming
parking space that is located in between Reeve and the south side of Polk. We incurred
the rent expense at $5,000 per month or $60,000 per year.
 Depreciation Expense – Our entire capital (Delivery Equipment plus In-Store Equipment)
adds up to $74,386.95. With a salvage value of $10,000 and a product life of ten years
([$74,386.95-$10,000]/10), we will incur $6,438.70 per year in depreciation expenses.
$-
$500,000.00
$1,000,000.00
$1,500,000.00
$2,000,000.00
$2,500,000.00
1 2 3
Income
Total Revenue Gross Margin Operating Proft

19. 19
Breakeven Analysis
Average Order Price
 Sales Price – The average cost that people spend on one café beverage is $2.45
Variable Expenses
 Cost of Goods Sold – The COGS associated to each beverage we sell is $.66 in our first
year and remains at $.66 for the next two years due to the fact that we used the ratio
method that is listed above in the COGS method.
 Marketing Expense – For each beverage we sell, there is a $.02 cost for all three years.
 Labor Expense – To calculate our labor expense per beverage for in-store, we concluded
that it will one worker to make each one at no longer than 3 minutes. Our employees
earn minimum wage ($7.25 *(3/60) = $.36 per in-store beverage)
 Labor Expense (Delivery) – To calculate our labor expense per beverage for delivery, we
allotted each delivery driver no longer than 15 minutes to deliver each drink because of
short delivery distances on campus. Our employees earn minimum wage ($7.25
*(15/60) = $1.81 per beverage ordered for delivery)
 Utilities Expense – Each beverage will cost $.25 in utilities.
 Supplies Expense - $.02
Contribution Margin
 In-Store Contribution Margin per unit formula: Sales – COGS – Marketing Expense –
Labor (in-store) – Utilities Expense – Supplies Expense.
o 1st Year: $1.14
o 2nd year: $1.14
o 3rd year: $1.14
 Delivery Contribution Margin per unit formula: (Sales – COGS – Marketing Expense –
Labor (in-store) – Labor (delivery) – Utilities Expense – Supplies Expense) +$1.00 delivery
fee
o 1st Year: $.33
o 2nd Year: $.33
o 3rd Year: $.33
Sales Mix
 1st Year – 4:1
 2nd Year – 5:2
 3rd Year – 7:3
*In-Store: Deliveries

20. 20
Because we have two contribution margins, we had to utilize the ratio method which then
requires us to calculate the weighted contribution margins for both the in-store and delivery
transactions. We then have to add each of the contribution margins per year.
 Weighted Contribution Margin (In-Store)
o 1st Year: $4.56
o 2nd Year: $5.70
o 3rd Year: $7.98
 Weighted Contribution Margin (Delivery)
o 1st Year: $.33
o 2nd Year: $.66
o 3rd Year: $.99
 Total Weighted Contribution Margin (Delivery + In-Store)
o 1st Year: $4.89
o 2nd Year: $6.36
o 3rd Year: $8.97
These numbers were calculated by taking the corresponding figure in the sales mix and
multiplying it by the corresponding contribution margin.
Break Even Points
In order to calculate the total store beverages we need to sell, whether it is a delivery or by in-
store, we need to take the total fixed costs and divide them by the total weighted contribution
margin (delivery + in-store) We took our fixed costs each year divided by the total weighted
contribution margin, is what will calculate our final number of beverages we need to sell in
order to make up for our fixed costs.
o 1st Year: 32,015 Beverages
 $156,555.65/$4.89
 Delivered: 6,403 Beverages
 In-Store: 25,612 Beverages
o 2nd Year: 12,927 Beverages
 $82,218.70/$6.36
 Delivered: 3,693 Beverages
 In-Store: 9,234 Beverages
o 3rd Year: 9,361 Beverages
 $83,968.70/$8.97
 Delivered: 2,808 Beverages
 In-Store: 6,553 Beverages

21. 21
Measurement and Control
We will measure our first objective of increasing awareness of 50% in the first year, 65% the
second year, and 80% the second year through end of semester surveys that will be sent to all
student and faculty e-mail accounts. We prefer web surveying because of the convenience and
speed of receiving responses. Also, it is less expensive versus providing paper surveys and less
time consuming because the data will be stored directly into the database. We also realize that
this is a busy time of the semester for students and faculty, so we will provide a special
incentive to those individuals who take the time to complete the survey, such as the chance of
winning a $25 gas card. These end of semester surveys will consist of open end questions and
address the following:
 If the students have heard of our delivery service
 How and where they heard about our delivery service
 Where and how they would prefer to hear about our service
 Ratings of our delivery service if used
 Comments to improve our delivery service if used
To see if we have met our increased awareness objective in the first year of 50%, we will take
the number of students who have heard about our coffee delivery service and divide that
number by the total number of surveys completed. This will allow us to calculate a percentage
that is aware of our coffee delivery service and to compare it with our increased awareness
goal. From there, we can control for this by evaluating the rest of the questions in the survey
and readjust our budgeting and positioning to better reach our 2nd and 3rd year increased
awareness goals.
We will measure our second objective of increasing market share by 2% each year by analyzing
our total sales before our liabilities have been subtracted. We will then research the total
market sales amount found through a certified research firm each year. After researching the
total market sales amount, we will divide our total sales revenue by that amount to obtain our
market share. To control if we are on track, we will carefully examine our marketing mix to
determine how efficient it has been and adjust it accordingly to reach our goal of obtaining a
2% market share growth each year for the next three years.

22. 22
Implementation Schedule
May 2015
-Build place in
Polk library on
mainfloor
-Purchase
assets(Coffee
machines,
equipment,
Bicycles)
-Interview, hire,
and train
employees
-Create social
media accounts
(Facebook,
twitter)
-Create and
develop website
End of August 2015
-Soft
Opening(Provide
mini smoothie
samples)
-Post flyers in every
campus building
-Send out mass
emails to UW
oshkosh students
and faculty about
our promotions
September
2015
-Grand opening
-Fully launch
and promote
new smoothie
line (Also,
seasonal Fall
smoothie
flavors of
blackberry and
raspberry)
-Hand out
coupons during
first week
-Sidewalk chalk
-Update social
media
accounts
December 2015
-Student finals
week promotion
-Seasonal Winter
smoothie
promotion(Kiwi
and Cherimoyas
flavors)
-Send out mass e-
mails for end of
semester survey
-Analyze survey
results
-Improve
performance
based onresults
January 2016
-Hand out
coupons during
first week
-Post flyers in
every campus
building
-Send out mass
e-mails to UW-
Oshkosh
students and
faculty aboutour
current
promotions
-Update social
media accounts
ofour current
promotions
March
2016
-Seasonal
Spring
smoothie
promotion
(Grapefruit
and
blueberry
flavors)
May 2016
-Student Finals
week Promotion
-Send out end of
semester surveys
-Analyze Fall
2015 andSpring
2016 survey
results
-Improve overall
performance
based onresults
-Adjust
marketing plan
and financial
budgeting as
needed

23. 23
May 2017
• -Send out end of semester surveys
• -Analyze survey results
• -Adjust marketing planand financial budgeting as needed
• -Hire additional employees if needed and budget allows
• -Purchase more assets if neededand budget allows
• -If success in smoothline, expand flavors
• -Newhappy hour promotion during slow times
May 2018
• -Send out end of semester surveys
• -Analyze survey results
• -Adjust marketing plan and financial budgeting as needed
• -Hire additional employees
• -Begin expanding delivery service into other Universities in Wisconsin
Conclusion
Overall, Wide Awake Titan Café’s main objective is to implement the needs and wants of
students into our business. Our focus is to make students’ lives easier by providing them with
the ability to save time and focus on their studies. Through our unique delivery service we are
able to provide this service and set ourselves apart from other cafés. While we recognize the
loyalty that students have to the Starbucks brand, we also know that students desire to make
healthier choices and we provide that option with our smoothie products. We feel we are truly
catering to the needs and wants of the UW-Oshkosh students.

24. 24
Works Cited
 http://www.smartusa.com/models/electric-drive/overview.aspx
 http://www.walmart.com/ip/Aroma-Single-Burner-Portable-Electric-Range-Hot-Plate-AHP-
303/5871070
 http://www.walmart.com/ip/Delmar-Cruiser-26-Men-s-Bike-Dark-Blue/34931889
 http://www.amazon.com/Sunlite-Mesh-Bottom-Bicycle-
Basket/dp/B000YBHONG/ref=sr_1_1?s=cycling&ie=UTF8&qid=1416789634&sr=1-1
 http://www.amazon.com/dp/B006HFC3K2/ref=twister_B006HFCA5U?_encoding=UTF8&psc=1
 http://www.atgstores.com/outdoor-coolers/koolatron-p25-fun-12-volt-31-can-
cooler_10583909.html?af=2615&cse=2615&gclid=CMPc29KoksICFYhFaQodiRwAFg&gclsrc=aw.s
 http://www.homedepot.com/p/Leviton-Evr-Green-400-40-Amp-Indoor-Outdoor-Electric-
Vehicle-Charging-Station-440-EVB40-P5T/204366644
 www.yourbrandcafe.com
 www.baristaproshop.com
 www.webstaurantstore.com
 www.reliable.com
 www.foodservicedirect.com
 www.katom.com
 www.foodservicewarehouse.com
 www.dhgate.com
 www.kaldi.com
 www.gilliescoffee.com
 www.amazon.com
 http://en.wikipedia.org/wiki/University_of_Wisconsin%E2%80%93Oshkosh
 http://www.e-importz.com/coffee-statistics.php
 http://www.hsph.harvard.edu/news/multimedia-article/facts/
 http://www.dhgate.com/product/customized-coffee-cup-mascot-costumes-
does/165227110.html#s1-2-1|1911131375
 http://reeve.uwosh.edu/services/copy-this
 http://www.executionists.com/blog/cost-to-build-websites-2014/
 http://www.armsys.com/poshardware.html
 http://www.armsys.com/art_purchase.html
 http://www.att.com/smallbusiness/businessPhones/localCallingLongDistance.jsp?cldp=true&wt
LinkLoc=wtPN_TerNav&wtLinkName=wtPN_LocalAndLongDistance&WT.svl=1
 http://www.e-importz.com/coffee-statistics.php
 http://www.uwosh.edu/today/13990/enrollment-strong-as-uwo-enters-2011-12-academic-year/
 http://www.cuesa.org/eat-seasonally/charts/fruit

25. 25
Appendix
Wide Awake Titan Café Store Layout
Wide Awake Titan Café Coffee Cup Mascot

26. 26
Product of the Week Example
I think I can…
I think I can…
We think you can too!!! Come in and treat yourself to
our
Coffee of the week: Chestnut Praline Latte
Or
Smoothieof themonth: Strawberry- Banana
*Receive 10% off your purchase of the coffee of the month or
smoothie of the month with the codes listed below.
Promotional Codes:
Coffeesos56
Smoothiesos78

27. 27
Smart Car with Logo
Loyalty Program Punch Card

28. 28
Overhead View of Insulated Heater Delivery Bags
Coffee Cup with Logo Radius of Wide Awake’s Delivery

29. 29
Promotional Email Sent to Customers
NEED AN ENERGY BOOST TO MAKE IT THROUGH
THE DAY????????
UWO IS PROVIDING YOU WITH THE ANSWER TO YOUR ENERGY CRISIS
INTRODUCING...
WIDE AWAKE TITAN CAFÉ
Come and try the best and latest addition to campus, Wide Awake Titan
Café. We are located within the foyer of Polk Library. The Wide Awake Titan
Café provides a Starbucks based coffee line, in addition to fresh seasonal
fruit smoothies. We also offer a special Delivery Service!!! Allyou have to do
is call (920)424-3444 or go online to wideawaketitancafe.com to place
your order. We deliver anywhere on campus and within a four block radius
off campus. Comeon in and seewhatwe areallabout!!!
*Hoursof Operation:
Monday-Thursday: 7:00 am- 1:00 am
Friday: 7:00 am- 6:00 pm
Saturday: 10:00 am- 6:00 pm
Sunday: 10:00 am- 1:00 am
*Our hours are based upon whenthe library is open; therefore, duringholiday breaks and
summer our hours will belimited. Updatedhours will be posted onour website and at our
café.
Costs for Equipment, Supplies, COGS, Labor

30. 30

31. 31

32. 32
Café Menu (Image below is a flier)
Fresh Brewed Coffee
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.) Frappucinos
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Blonde Roast $1.75 $2.10 $2.35 Caffe Vanilla Frappucino $3.75 $4.25 $4.75
Medium Roast $1.75 $2.10 $2.35 Caffe Vanilla Light Frappucino $3.75 $4.25 $4.75
Dark Roast $1.75 $2.10 $2.35 Caramel Frappucino $3.75 $4.25 $4.75
Decaf. Pike Place Roast $1.75 $2.10 $2.35 Caramel Light Frappucino $3.75 $4.25 $4.75
Caffe Misto $2.25 $2.65 $2.95 Cinnamon Dolce Frappucino $3.75 $4.25 $4.75
Iced Coffee $2.25 $2.65 $2.95 Cinnamon Dolce Light Frappucino $3.75 $4.25 $4.75
Espresso
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Coffee Frappucino
$2.95 $3.75 $4.25
Caffe Americano $2.10 $2.40 $2.80 Coffee Light Frappucino $2.95 $3.75 $4.25
Caffe Latte $2.95 $3.65 $3.95 Espresso Frappucino $2.95 $3.75 $4.25
Caffe Mocha $3.45 $4.15 $4.45 Java Chip Frappucino $3.75 $4.25 $4.75
Iced Caffe Americano $2.60 $2.90 $3.30 Java Chip Light Frappucino $3.75 $4.25 $4.75
Iced Caffe Latte $3.45 $4.15 $4.45 Hazelnut Frappucino $3.75 $4.25 $4.75
Iced Caffe Mocha $3.95 $4.65 $4.95 Mocha Frappucino $3.75 $4.25 $4.75
Cappucino $3.20 $3.75 $4.05 Mocha Light Frappucino $3.75 $4.25 $4.75
Solo
(1 oz.)
Doppio (2
oz.)
Triple
( 3 oz.)
Toffee Mocha Frappucino
$3.75 $4.25 $4.75
Espresso $1.75 $2.00 $2.25 Toffee Mocha Light Frappucino $3.75 $4.25 $4.75
Espresso Con Panna $2.65 $3.15 $3.35 White Chocolate Mocha Frappucino $3.75 $4.25 $4.75
Espresso Macchiato $2.65 $3.15 $3.35 Double Chocolaty Chip Creme Frappucino $3.75 $4.25 $4.75
Macchiatos
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Green Tea Creme Frappucino
$3.75 $4.25 $4.75
Caramel Macchiato $3.65 $4.45 $4.75 Strawberries & Creme Frappucino $3.75 $4.25 $4.75
Hazelnut Macchiato $3.60 $4.35 $4.80 Vanilla Bean Creme Frappucino $3.75 $4.25 $4.75
Iced Caramel Macchiato
$3.65 $4.45 $4.95
Fall Beverages
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Iced Hazelnut Macchiato $3.60 $4.35 $4.80 Pumpkin Spice Latte $3.60 $4.35 $4.80
Lattes
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Iced Pumpkin Spice Latte
$3.60 $4.35 $4.80
Caramel Flan Latte $3.55 $4.35 $4.65 Vanilla Spice Latte $3.60 $4.35 $4.80
Cinnamon Dolce Latte $3.55 $4.35 $4.65 Iced Vanilla Spice Latte $3.60 $4.35 $4.80
Skinny Cinnamon Dolce Latte
$3.55 $4.35 $4.65
Winter Beverages
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Skinny Vanilla Latte $3.25 $4.15 $4.45 Caramel Brulle Latte $3.75 $4.25 $4.75
Vanilla Latte $3.25 $4.15 $4.45 Chestnut Praline Latte $3.75 $4.25 $4.75
Iced Caffe Latte $3.45 $4.15 $4.45 Eggnog Latte $3.75 $4.25 $4.75
Iced Skinny Vanilla Latte $3.25 $4.15 $4.45 Gingerbread Latte $3.75 $4.25 $4.75
Iced Vanilla Latte $3.25 $4.15 $4.45 Peppermint Mocha $3.75 $4.25 $4.75
Mochas
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Skinny Peppermint Mocha
$3.75 $4.25 $4.75
Salted Caramel Mocha $3.65 $4.45 $4.75 Peppermint Hot Chocolate $2.75 $3.25 $3.75
Skinny Mocha $3.45 $4.25 $4.55 Peppermint Mocha Frappucino $3.75 $4.45 $4.75
White Chocolate Mocha $3.65 $4.45 $4.75 Chestnut Praline Frappucino $3.75 $4.45 $4.75
Iced Salted Caramel Mocha $3.65 $4.45 $4.75 Caramel Brulee Frappucnio $3.75 $4.45 $4.75
Iced Skinny Mocha $3.45 $4.25 $4.55 Eggnog Frappucino $3.75 $4.45 $4.75
Iced White Chocolate Mocha $3.65 $4.45 $4.75 Gingerbread Frappucino $3.75 $4.45 $4.75
Smoothies
Small
(8 oz.)
Medium
(12 oz.)
Large
(16 oz.)
Chocolate Beverages
Tall
(12 oz.)
Grande
(16 oz.)
Venti
(20 oz.)
Year-Long Flavors Hot Chocolate (Regular) $2.65 $3.15 $3.35
Banana, Strawberry and Citrus Hot Chocolate (White Chocolate) $2.65 $3.15 $3.35
Seasonal Flavors Hot Chocolate (Dark Chocolate) $2.65 $3.15 $3.35
Fall (Blackberry & raspberry) Salted Caramel Hot Chocolate $2.65 $3.15 $3.35
Winter (Kiwi & Cherimoyas)
Spring (Grapefruit & Blueberry)
Summer (Peaches & Raspberry)
WideA wakeTitanCaféM enu
$2.75 $3.25 $3.75
$2.75 $3.25 $3.75

33. 33
WHAT WE OFFER
We pride ourselves on creating high quality
products for our customers. Wide Awake Titan
Café’s products consist of a Starbucks based
coffee menu and seasonal fresh fruit smoothies.
Our company prides itself on creating each
product especially for each customer only after it
has been ordered. In addition we use only the
highest quality of ingredients and use only fresh
fruit within our smoothies.
DELIVERY SERVICE
We deliver anywhere on campus in addition to
up to a four block radius around campus. This
delivery service provides a great way for
customers to save time and still receive the
energy boost that they direly need. Wide Awake
Titan Café ensures that customers will receive
their orders in a timely manner after ordering. At
the cost of one dollar students can have their cup
of coffee or their fresh fruit smoothie brought
directly to them.
*Our hours are based off of the Polk Library hours of
operation. Therefore, there will be limited hours during
holiday breaks and summer. Hours will be posted on
our company website.
Polk Library
801 Elmwood Ave.
Oshkosh, WI 54901
Phone: (920) 424-3444
www.wideawaketitancafe.com
*Hours of operation:
Monday -
Thursday
7 a.m. - 1 a.m.
Friday 7 a.m. - 6 p.m.
Saturday
10 a.m. - 6
p.m.
Sunday 10 a.m. - 1 a.m