A product from "Promotion in the Retail Environment"; This PowerPoint represents the promotion campaign I created for a concept I titled "Ace's Place". Ace's Place, named after my dog Ace, is San Francisco's one & only coffee shop and bakery for humans and dogs. Included are the essential parts of the physical press kit I created.
"Paltr Packaging: Streamlined Order Process for Seamless Deliveries"
Promotion in the Retail Environment: Ace's Place
1. Ace’s Place
San Francisco’s One & Only
Coffee House & Bakery for
Dogs & Humans
Promotional Pitch By: Taylor Urbany
Ace’s Place
2. Overview
At Ace’s Place, we love three things: dogs, people, and coffee. Our
objective is to combine these three passions into one experience that will
promote a sense of community among our coffee and dog lovers of San
Francisco. Our products and services will include freshly brewed coffee
that we source from local as well as international roasters, all natural, in-
house made dog treats, as well merchandise. The ingredients used in our
dog treats will include ingredients such as peanut butter, carob, wheat,
apples, chicken, fish, milk, honey and more. We will collaborate with the
SF SPCA for our grand opening event, attracting animal lovers from all
parts of the city to not only come out and check out their city’s newest
addition, but to also support an organization we, at Ace’s Place, care
about very much. We are excited to offer San Francisco a one-of-a-kind
space and experience. Our customers will be able to find Ace’s Place in
San Francisco’s Sunset District. Ultimately, at Ace’s Place, we love our
customers, both human and four-legged friends, and will strive to provide
a welcoming, positive, and safe environment that will help customers start
their day off on the right foot… or paw.
Ace’s Place
3. Target Market
At Ace’s Place, our target customer can be described simply as: dog
lover, people lover & coffee lover. Similar to the same founding principles on
which Ace’s Place was created, our target market also embodies these three
passions. Fortunately, San Francisco is home to many that can relate to our
vision and therefore create an opportunity and an advantage for Ace’s Place.
More specifically, Ace’s Place target customer’s characteristics can be
broken down as follows (Segment Explorer):
Demographics:
18 – 65 years old
Men & Women
Less than $20,000 to $150,000+
Currently pursuing college
education to completed master’s
degree
All ethnicities
Young single to married with
children
Psychographics:
LOVES dogs; likely owns a dog
People-oriented & care about
being involved in their community
Urban minded & lifestyle
Prefer locally brewed coffee vs.
corporations’ brews
Care about & support animal
charities
Up to date on current events,
both locally & globally
Interested in San Francisco’s
culture – nightlife, new
restaurants, music events, art,
etc.
Ace’s Place
4.
5. SWOT
Ace’s Place
Strengths
• Natural ingredients used for
dog treats
• One-of-a-kind!
• Fresh, brew bar coffee
• Located near off leash dog
parks
• Community oriented
• PASSIONATE!
Weaknesses
• Limited selection of food
products
• Mainly targeting dog lovers;
excluding others
• Many coffee shops in San
Francisco
• Do not roast our own coffee
Opportunities
• Niche market
• Collaborations
• Many people like to spoil
their dogs
• Wide range of potential
target customers
Threats
• Health code standards
• Aggressive breeds
• Sourcing coffee
• Competition
6. Competition
Three Dog Bakery
Established in 1989 as the first dog bakery, Three Dog Bakery specializes in
offering baked treats for dogs. The baked goods are made from all natural
ingredients to help promote dogs’ health and increase energy. Three Dog Bakery
has over 30 locations, a successful online business, and even offers dog
merchandise, such as leashes and toys (Three Dog Bakery).
Java Beach Café
Located in San Francisco’s Sunset District, Java Beach Café has many positive
reviews regarding its overall atmosphere, service and products, as well as being
dog friendly (Java Beach Café). Java Beach Café, locally owned and operated is
located near the coast opened in 1993 and continues to draw in a crowd on a
consistent basis (Quan).
Ritual Coffee Roasters
With its flagship store located on Valencia Street in San Francisco’s Mission
District, Ritual Coffee Roasters is one of San Francisco’s pioneers in roasting
locally. Ritual Coffee Roasters opened for business in 2005. The roasting company
offers not only locally roasted coffee, but also sources internationally, has 3 other
locations, and an online store. Ritual Coffee has consistent, high reviews from
customers according to Yelp.com (Ritual Coffee Roasters – Mission – San
Francisco, CA). The coffee company does not offer outdoor seating at this
Ace’s Place
7. Press Kit
Includes:
◦ Letter of Introduction
◦ Press Release
◦ Business Card
◦ Advertisements
◦ Event & Invitation
◦ Promotional Tool
◦ Publicity Tool & Photos
◦ Menu & Merchandise
Ace’s Place
8. Letter of IntroductionTo: Anna Roth
Food & Drink Editor
SF Weekly
225 Bush St. 17th Floor
San Francisco, CA 94104
Dear Ms. Anna Roth,
Hello, my name is Taylor Urbany. I am the proud owner of Ace’s Place, a brand new, one-of-a-kind coffee house and bakery
catering to both humans and their four legged, furry friends. I am a dog owner and lover of all dogs. I love taking my dog with
me many places I go. One of my favorite places to go is a coffee shop. However, my dog, Ace, has unfortunately never been able
to come. I wanted to create an atmosphere and space that is dog friendly, promotes community, and of course, offers quality
coffee. At Ace’s Place, our objective is to create a community-oriented atmosphere for coffee connoisseurs and dog lovers of
San Francisco. Our customers can expect a quality coffee selection of local and imported roasts, while their dogs are spoiled by
our all natural, in-house made dog treats.
Ace’s Place will be located in San Francisco’s Sunset District. Here, we aim to attract the eclectic mix of college students,
young professionals, tourists, and locals of the city. Our customer not only loves coffee, but also loves dogs, and the community
that dog lovers share among one another. There is no other business in San Francisco that caters to both humans and canines.
Therefore, we believe Ace’s Place will be a prime location for the dog lovers of the city. We plan to attract our customers to this
one-of-a-kind business by proudly partnering with the SF SPCA for our grand opening event. Ace’s Place will be hosting the SF
SPCA’s “Fall Into Love” adoption and donation event. Many loving animals in need of a good home will be on site for adoption,
along with informational opportunities on how customers can get involved with the SF SPCA. Ace’s Place will also be donating
$1 of every purchase made during the event to the SF SPCA. Lastly, we will offer free, exclusive giveaways to our guests.
I am excited to invite you to the grand opening event, taking place on Saturday, September 28, 2013. The event will be
taking place at Ace’s Place, located at 3960 Irving Street in San Francisco’s Sunset District. The event will be taking place all day,
from 6AM until 3PM. Please RSVP by Wednesday, September 25th. If you have any further questions please do not hesitate to
contact me. From all of us at Ace’s Place, furry friends included, we look forward to having you!
Cheers,
Taylor Urbany
9. PRESS RELEASE
FOR IMMEDIATE RELEASE
To: Anna Roth Release Date: 09/20/2013
Food& Drink Editor – SF Weekly
225 Bush St. 17th Floor
San Francisco, CA 94104
ACE’S PLACE HOSTS SF SPCA “FALL INTO LOVE” EVENT!
GRAND OPENING EVENT! Ace’s Place – 3960 Irving Street, San Francisco, CA – is San Francisco’s one and only coffee
house and bakery for dogs and humans. Ace’s Place opens its doors on Saturday, September 28, 2013. We offer a
selection of locally and imported freshly brewed coffee and all natural, in-house made dog treats. The grand
opening event will be taking place all day, 6AM – 3PM. We are excited and honored to be partnering with the SF
SPCA for our grand opening event. Ace’s Place will be hosting the SF SPCA’s “Fall Into Love” adoption & donation
event. There will be many loving animals on site in need of a good home along with informational opportunities on
how to get involved with the SF SPCA. We will also be donating $1 of every purchase during the day of the event to
the SF SPCA. And lastly, there will be FREE giveaways that you and your pup will not want to miss! This event is not
only an opportunity to celebrate San Francisco’s newest addition, but also an opportunity to become informed and
learn how you can make a difference in animals’ lives. At Ace’s Place, we are passionate about three things: dogs,
people, and coffee. We are looking forward to creating an experience for you and your dog!
Ace’s Place is located in San Francisco’s Sunset District at 3960 Irving Street. Contact us by phone, (415) 656 – 5334
and visit our website, www.acesplace.com. You can find additional information on our grand opening event with the
SF SPCA on our website and the SF SPCA’s website, www.sfspca.org. We will be open daily from 6AM – 3PM. We
look forward to putting a smile on your face and a wag in your pup’s tail!
11. Advertising
Objectives:
◦ Affective Strategies
◦ Consistent image & color scheme
Promotional Strategy:
◦ Billboard
◦ Magazine
◦ Newspaper
◦ Coupons
◦ Social Media
◦ Partnerships
Ace’s Place
◦ Word of mouth
◦ Dog parks
◦ Animal Hospitals
◦ Grand Opening
Event
*The following slides represent 3 examples of advertisements:
1) Billboard, 2) Newspaper, 3) Magazine
15. Event Invitation
• When: September 28, 2013
• Where: Ace’s Place
• Time: All Day! 6AM – 3PM
• What’s Happening:
• Hosting SF SPCA’s “Fall Into Love”
adoption & donation event
• $1 from every purchase will be
donated to SF SPCA
• Giveaways!
Ace’s Place
18. Receive a FREE, small
cup of coffee with any
purchase from our
selection of all natural
dog treats!
3960 Irving Street . San Francisco
415.656.5334 . acesplace.com
6AM – 3PM Daily
Ace’s Place
Promotional Tool
19. Publicity: Meet the
Owner
Dog lover at heart. People person by nature. Self-proclaimed coffee connoisseur.
Taylor Urbany, founder and creator of Ace’s Place created San Francisco’s one-and-only coffee shop
and dog bakery for humans and dogs based off of her three passions: dogs, people, and coffee. She
wanted to combine these three passions into an experience she could share with others. As a dog
owner, Taylor loves sharing her time with her furry companion, Ace. Knowing that she was not alone,
she wanted to create an environment that promoted the relationship between dogs and their humans,
and the community dog lovers share with one another. Ace’s Place, located in San Francisco’s Sunset
District, is a place for dogs and their humans to come, enjoy local & imported, freshly brewed coffee (for
the humans) and all natural, in-house made treats (for the dogs).
Taylor grew up working in her family’s business in Santa Cruz, California. She earned a degree
focused on Business & Marketing from the Fashion Institute of Design & Merchandising. With her skill
set and education, and encouragement and inspiration from her family, she was motivated to pursue her
dreams of owning her own business. What’s that saying? “Love what you do, and you’ll never have to
work a day in your life.” Well, that is exactly what Taylor has pursued. Ace’s Place was founded off of
love, love for dogs, people, and coffee. If you share a similar passion, then you will love Ace’s Place.
Bring your friends, human & canine, and experience your city’s first coffee shop and dog bakery tailored
for both people and dogs. The unique, intimate, and friendly atmosphere will have you excited to come
back for more, and your dog’s tail wagging in satisfaction. Come check out your city’s newest addition,
located at 3960 Irving Street in San Francisco. Or visit Ace’s Place online, www.acesplace.com.
21. Menu & Merchandise
Coffee Selection
We source our coffee beans from local roasters, such as Santa Cruz & San
Francisco based roasters, as well as international roasters.
Santa Cruz® Dark
Ace’s Smooth French
Santa Cruz® Full City
Las Delicias, Columbian Roast
El Pajal, Guatemalan Roast
Full espresso bar & drink options
Dog Treats
All treat are baked in-house, made with all-natural ingredients such as:
Peanut Butter, Carob, Canola Oil, Wheat, Apples, Eggs, Milk, Honey, Vanilla,
Chicken, Fish & More! And of course love!
Bones Cookies Donuts Bagels Cupcakes Cakes
*Prices: Can be purchased individually, a combination box, or customer ordered
Merchandise
Take a piece of Ace’s Place home with you! $1 of every merchandise purchase is
donated to the SF SPCA!
Coffee Mug
T-Shirts
Toys
Biodegradable Dog Waste Bags
Ace’s Place
25. Sources
Cheryin, Quan. "Java Beach Cafe." Javabeachsf.com. Java Beach Cafe,
2013. Web. 30
July 2013.
"Java Beach Cafe." Yelp.com. Yelp Inc., 2013. Web. 30 July 2013.
"Ritual Coffee Roasters." Ritualroasters.com. Ritual Roasters, 2013. Web.
14 Sept.
2013.
"Ritual Coffee Roasters - Mission - San Francisco, CA." Yelp.com. Yelp
Inc., 2013.
Web. 14 Sept. 2013.
"Segment Explorer." Nielsen PRIZM. The Nielsen Company, 2013. Web. 30
July 2013.
"Three Dog Bakery." Threedog.com. Three Dog Bakery, 2013. Web. 30 July
2013.
Ace’s Place
Hinweis der Redaktion
Dog lover, people lover, coffee lover.Demographics:18-65Men and women- $25,000 to $150,000 +Currently pursuing college degree – completed master’sAll ethncitiesYoung, single – married w/ childrenPsycho graphics:LOVE dogs, likely owns a dogPeople oriented, community orientedUrban minded and lifestylePrefer fresh, local brewed coffee vs. corporationsCare about and support animal charitiesUp to date on current events, globally and locallyInterested in SF cultureTech savvy
Competitors:Three Dog Bakery1989First dog bakeryAll natural ingredients30 locations, ecommerce, merchandiseJava Beach CaféIn SunsetDog friendly1993Ritual Coffee RoastersMission districtRoast locally20053 locationsNot dog friendly or outdoor seating
Billboard
Newspaper – SF Weekly
Magazine – 7X7 Magazine
Dog lover at heart, people person by nature, self-proclaimed coffee connoisseurI love spending time with my dog, bringing him places, recognized a lack of dog friendly places/services Grew up working in a family businessStudying business and merchandise marketing at FIDM“Love what you do and you’ll never have to work a day in your life”Passionate about turning my dream into a reality that I can share with other dog lovers of SF
Options include:BonesCookiesDonutsBagelsCupcakesCakesCan be purchased individually, a combination box, or customer orderedAll natural ingredients include:Peanut butterCarrotsCarob chipsFishChickenEggsWhey proteinCranberryHoneyApplesBlueberriesMolassesAnd more
$1 of every merchandise sale is donated to SF SPCA
