Terra Coffee x Outdoor Voices

Starbucks

PRICING DISTRIBUTION CHANNELS:

Ground Coffee: In-Store Only

Average $7.50 Advertises through Instagram and Short

Starbucks Reserve advertisement videos (via YouTube & Cable)

Blonde Roast

Medium Roast Rewards Program No sales online, W
Dark Roast Locations only pick-up

SVIA Instant Coffee (7 internationally Encourages single-
Specializes in to-go use plastic.
Flavors, 8 ct): $6.00 Order drinks on app for Does not use
Verismo Pods:
pick-up organic food or
Espresso Pods (12 Good Customer Service dairy items.
pods) -$10.50
Brewed Pods(12 and employee care. Instagram feed full
of ADs.
OPods) - $11.60 Starbucks has an
opportunity for The competition T
Average Cost of business involves low-cost
Espresso Drinks: diversification, the coffee sellers,
company can reduce Imitation of
its dependence on its Starbucks Products
current industries. and Independent
coffeehouse
movements.

$2.00-$6.00

@Starbucks

Promotion

Starbucks promotes new drinks and flavors.
Happy Hour every first Friday of the month from
2PM-7PM.
Posts retweets of reviews
Conversation starters for engagement with followers.

Advertisements

Colorful
Playful
Symmetrical
Picture in picture gifs for new drinks
Starbucks employee spotlights

Outdoor
Voices

Chamberlain Coffee

PRICING DISTRIBUTION CHANNELS:

Coffee Bag: $20 E-commerce only
Steeped Bags:
Advertises solely through Instagram
10 Bags-$20

20 Bags-$39

30 Bags-$58 Influencer support Sales only online
Not to many reviews
Mixed Coffee Bundle: S Excellent Social Media
$90 Presence WNo connection with
followers
Understands Target Market Instagram feed full of
Transparent Company
ADs.
Cold Brew Addict Sustainable Packaging Doesn't let the
Bundle: $79 Ethically Sourced customer choose
which Coffee Grind.
Supports local Coffee

Full Coffee Collection- Roaster

Steeped bags: $90 Chamberlain Coffee Aging Population. T
can expand into in- Chamberlain Coffee is
O3x Any coffee bag: $57 store location or a only catering to Emma
pop-up shop to Chamberlain's
The Complete further build a following which is a
Chamberlain Coffee relationship with very niche market.
Collection- Family consumers.

Pack: $128

@Chamberlaincoffee

Promotion

No sales
Buy a bundle
Subscription coffee save 10%
Promotes new flavors

Advertisements

Aesthetically pleasing settings along with quirky
slogans.
Influencer brand = Influencer promotion
Quirky graphics
Nostalgic campaigns

Outdoor
Voices

Concept
Development

Strategy Statement

Outdoor Voices is partnering with Terra Coffee a new concept coffee shop.
Terra Coffee is a Zero Waste coffee shop. This partnership will support
Outdoor Voices mission of "Get the World Moving". Terra Coffee and
Outdoor Voices will create a unique experience for existing and new
customers.

Outdoor Voices majority of sales are online partnering with Terra Coffee,
together we will expand OV consumer market and increase foot traffic. After
conducting my research, Terra Coffee will bring in a similar consumer
market.

Research indicated that general public want to see authenticity from brands
and the use sustainable practices. Yet, there is no coffee shop that meets
these needs. This partnership will do just that, improve the current state of
the planet and not cause any harm.

x

Budget x

Construction....................................... $30,000.00
Espresso Machine................................ $4,000.00
Coffee Grinder.................................... $1,200.00
High-Quality Drip Coffee Maker............ $300.00
Other Brewing Methods....................... $150 to $1,000
Coffee Supplies................................... $2,500.00 monthly
Compost pick-up................................. $35.00 each pick-up
Recylcing............................................ $70 to $200 per ton
Seating............................................... $240.00
Register Program/Machine.................... $279.50
Glassware........................................... $55.96 (64 Cups)
Mugs.................................................. $64.45 (70 Mugs)
Compostable serving items.................... $213.82

Straws.......................$16.00 (400 ct.)
Cups......................... $80.00 (1000 cups)
"Plastic" Cups............ $107.42 (500 cups)
Stir sticks................... $10.40 (1000 ct.)

Coffee Sourcing.................................... $1,000.00 monthly
Food Items........................................... $1,000.00 monthly
Assortment of Tea................................. $150.00 monthly
Website Montioring............................... $500.00
Rent................................................ 15% of anticipated sales
Staffing................................................ 2 staff members
Total.................................................... $42,108.73

Drink Pricing Analysis

Terra Coffee menu is currently priced at the average coffee
price points, with an additional surplus for the composting to
be transported to farm. Cost is based on the elements use to
the beverages. All items add an additional cost:

Milk (21.1 cents)
Milk alternative ($1.00)
Turmeric and Charcoal Powder ($2.00)
Compostable Organic Tea bags (50 cents)
Espresso shot (23.4 cents)
Extra espresso ($1.75)
Compostable Cups, lids and sleeves (30 cents)
Employee Time
Transportation for composting farm

The total cost of items would be 90.0 cents. When added in
employee time, retail space, electricity and etc. The upcharge
leads to $5.75 for compostable items and drink.

x

Coffee Sourcing

La paz, Bolivia

Terra Coffee will be export from La Paz, Bolivia to
support a small business, The El Porvenir farm.
Of course, Terra Coffee will keep track of all gas
emissions produced.

Austin, Texas

Terra Coffee will source coffee grounds from
local Austin Based coffee roaster (Texas Coffee
Roasters). #Supportinglocal

Product Assortment

x

Drink Selection

Terra Coffee Drink selection caters to all
coffee drinkers from the caffeine junkies to the
social coffee drinker. All of Terra Coffee drinks
offer health benefits. We have turmeric latte
and charcoal to cleanse the body of toxins
from throughout the week. Terra Coffee is
using all organic products in recyclable or
compostable packaging. Terra Coffee will be a
place for your daily energy boost.

Menu

TEAS COFFEE

ADD-ONS

x

Café coffee cups

x

Mock Up Packaging

x

x

gnigakcaP eldnuB eeffoC

Coffee Bundle
Packaging

Marketing Plan

Promotional Mix

Terra Coffee goal is to expand Outdoor Voices consumer market and
bring consumers in-store. According to our research majority of
Outdoor Voices market and the coffee market are Millennials and Gen
Z. In order to reach our target market, we will market the launch of
the partnership through various platforms.

Social Media (Instagram, Twitter, Facebook)
Email Blasts
Physical Signage in Outdoor Voices stores
Marketing on the Outdoor Voices Website

Marketing Campaign

Terra Coffee will differentiate Outdoor Voices from their competition. Marketing
Campaign will educate the OV consumer by:

Taking the OV followers how-to compost through Social Media
Promote the Collaboration with Terra Coffee in-store and online.
Build an environmental edge into OV marketing both in-store and via external
marketing, ads, and social media.
Terra Coffee will also create a social media platform, where we educate followers and
create a sense of community.
Terra Coffee will encourage other coffee shops to make the switch (to zero waste).
Terra Coffee and Outdoor Voices will also market, that they work with a local farm,
#DoingthingsforthePlanet.

Both brands will gain customers who are into local scene, benefitting both brands by
introducing OV customers to Terra Coffee customers. Both customer bases have a similar
ideology.

Terra Coffee Initiatives: Social Media Posts :deeF margatsnI eeffoC arreT
:deeF margatsnI secioV roodtuO

Marketing plan calendar

Marketing Plan Details

Terra Coffee Menu

We our marketing team begins with what should be on our menu to appeal to the OV customer attracts new customers to
the store.

Content Shoot

Terra Coffee Content Shoot will show our mission while promoting Outdoor Voices products. Content will go on all social
media platforms and an email blast. Content will have hand crafted drinks close ups, real women in OV product with cup
of coffee in hand. Video Content will also be must with How-to make a latte at Home etc. Most importantly content will
show how terra coffee is zero waste.

Launch Meeting

Terra Coffee goal is bring awareness to to the zero-waste movement while supporting an active lifestyles. We all must to
our part to reduce waste and help the planet. Our marketing plan will show Terra Coffee Beliefs leading us to a very niche
market. Social Media will be a place for connection with our followers. We will discuss what will occur for Launch day.

Advertisement

Outdoor Voices does not do advisement rather campaigns for social media, website and email blasts and in-store imagery.
These AD format will be created by Terra Coffee and approved by OV team.

Social Media Mock-Ups

Social Media posts will be make in advanced to be approved by Terra team and OV team. Lanuch day posts, awareness
posts, and feedback posts.

Social Media and Email Teasers

Teasers will go out every week leading up to the launch on Terra Coffee Social Media Platforms then OV platforms

Press Release

OV PR team will arrange a speech for Terra Coffee to make a good impression on the general Public

Marketing Plan
Goal

Increase sales
Acquire new customers.
Build brand loyalty with new customers
Improve zero-waste awareness
Increase customer satisfaction
Entertain the OV consumers
Maintain leadership in Industry

The four Product: The product we will be selling are specialty drinks using
P's: Store compostable items.
launch
Price: The average price will be $5.75. Our customers view Terra
Coffee purchasing decisions easy by keeping a better footprint in mind.

Place: Terra Coffee will be promote our product inside OV Austin
location. Coffee Consumers typically gets their coffee expertise from
personal experience and word-of-mouth. The everyday task of making
coffee in the morning or afternoon. Wanting a coffee shop quality at
home. Consumers also conduct their own research.

Promotion: Customers will find our location from OV Social Media or
Terra Coffee social media. Marketing Campaign will educate our
consumers. We will use Business to consumer (B2C) marketing by
Cause marketing, the services and products of a company to a social
cause or issue.

Come Inside

egangiS erots-nI :sevitaitinI eeffoC arreT

Terra Coffee
in-store
Outdoor
Voices

Terra Coffee Initiatives: Email Teaser

Assess Marketing Plan

Marketing:

Assess our social media engagement and how
can we boost it up for a deeper connection with

consumers.
Analyze who comes into the shop, if they have
came for the café or purchase OV products.
Survey consumer how they came to hear about

Terra Coffee

Terra Coffee Café:

Monitor our sales to always hit our daily quota.
Also, monitor our zero-waste systems to
determine our footprint.

Determine what drink was the highest ordered
drink on different times of the day.

Thank you

x

Works Cited:

04/26/2017. Coffee Consumption Is up after Four Years of Decline. 26 Apr. 2017, csnews.com/coffee-consumption-after-four-years-decline.
“Austin, TX.” Data USA, datausa.io/profile/geo/austin-tx/. “Coffee Shop Cost Breakdown.” Start My Coffee Shop, 12 Oct. 2019, startmycoffeeshop.com/coffee-shop-

cost-breakdown/.
“Composting Services in Austin: Break It Down Compost.” Break It Down, 25 Nov. 2020, breakitdownaustin.com/. DeVault, Gigi.

“Starbucks Market Research Surveys Customer Sentiment and Propels Brand.
” The Balance Small Business, www.thebalancesmb.com/starbucks-use-of-market-research-propels-the-brand-2297155. Farm Level. www.typicabolivia.com/farm-level.

Johnson, Jordan.
“Can Your Café Go Zero Waste?” Fresh Cup Magazine, 2 Oct. 2019, www.freshcup.com/can-your-cafe-go-zero-waste/. Lauren Smith-Petta, MBA. “How to Determine

Foot Traffic & Choose a Business Location.
” Fit Small Business, Fit Small Business, 18 Jan. 2021, fitsmallbusiness.com/how-to-determine-foot-traffic/.
“OV Austin (Blanco).” Outdoor Voices, www.outdoorvoices.com/pages/visit-us-austin. Petro, Greg. “Sustainable Retail: How Gen Z Is Leading The Pack.
” Forbes, Forbes Magazine, 31 Jan. 2020, www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-is-leading-the-pack/?sh=5a86a9672ca3. Placer,

analytics.placer.ai/#!/admin/insights/venues/db8b3b37483bdf79587b94c9/overview?
competitor=%5B%7B%22id%22:%22b77fc21aec62c84255232bd4%22,%22collection%22:%22venues%22%7D%5D. Sustainability.

www.outdoorvoices.com/pages/sustainability.
“Sustainable City Guide: Austin, Texas Coffee Shops.” Fortress of Inca, fortressofinca.com/blogs/miscellaneous/sustainable-city-guide-coffee-shops?gclid=Cj0KCQiA0-
6ABhDMARIsAFVdQv8JE9Zs4X5Kra9pNlaafCBis8A8Kjc-rzzDqAJqVElfkL6lm78RaQ4aApGCEALw_wcB. V., Maria, and Saxon M. “Eco Products EP-SP10 Regalia 10’

White Compostable PLA Plastic Serving Spoon - 100/Case.” WebstaurantStore, 27 Apr. 2020, www.webstaurantstore.com/eco-products-ep-sp10-regalia-10-white-
compostable-pla-plastic-serving-spoon-case/500EPSP10.html.

Zero Waste Coffee SHOP: Should YOU COMPOST? – the Coffee Foxhole. coffeefoxhole.com/zero-waste-coffee-shop-should-you-compost/. Zerowastestore.com.
“6 Pollution-Reducing Resolutions for a More Sustainable 2021.

” ZeroWasteStore.com, zerowastestore.com/blogs/lifestyle/6-pollution-reducing-resolutions-for-a-more-sustainable-2021.
https://www.instagram.com/outdoorvoices/
https://www.instagram.com/zerowastestore/