Steem Coffee House in Islamabad, Pakistan suggestions | 20% to steemcoffeeshop | By @sanyazulfiqar

Hello Steemians!

Hope you all are doing well. I would like to make a suggestion using the original idea and plan by @arie.steem of Steem Coffee Shop (@steemcoffeeshop) for one in Islamabad, Pakistan, which @crytokraze is already working towards.

Being a business & management student, I could not think of a better way of presenting the my suggestions than to creating a marketing mix.

MARKETING MIX FOR STEEM COFFEE – ISLAMABAD, PAKISTAN

1. The company

A new wave of coffee lovers in Pakistan has led the plan of Steem Coffee coffeehouse. It will be launched this year (2021) in Islamabad, the capital of Pakistan, targeting students who can come over and study peacefully in our cozy, aesthetic coffeehouse.

The coffeehouse will be the pioneer in the Pakistani market for accepting payments through cryptocurrency, namely Steem or SBD. The target would market are students who may not have a primary source of income, therefore, promoting Steemit to them would be an easier task. The sections on ‘product and price’ and ‘promotion’ will look into endorsing the Steemit platform, more.

Some goals of operating such a coffee shop include:

(a) Create awareness for Steemit & encourage use of Steem and SBD as currency
(b) Provide a safe space for students
(c) Offer top-notch ambiance and service to convert first-time customers into regular-ones
(d) Generate enough revenues to offer discounts time-to-time

2. Physical evidence

The physical evidence of Steem Coffee will cover the branding aspects. Firstly, the below picture shows the logo created for the coffee shop. The logo has been kept minimal as the youth are attracted to minimalistic approach here.
The slogan is a pun ‘brew can do it’, which is quite relevant in the context of encouraging students (our target) who are constantly working hard to achieve good results.

Moreover, here are some designs of Steem Coffee merchandise (coffee mug, paper cup with sleeve & lid, brown bag), which would help form the brand identity:

3. Product and price

The café will serve hot and cold brews. The list of products (coffees) and their respective prices can be found on the menu below. The only payment method would be Steem or SBD, as mentioned earlier and to do so, the customers will be made aware of the Steemit platform and having an account would be mandatory. But why will the customers make an account to purchase coffee? The answer to this can be found in the next section about promotion, which will entice people towards Steemit.

4. Promotion

The main aim is to attract people to join Steemit and promote the platform. For this, people need to be given an incentive. The point/reward system is quite successful in Pakistan and the model is used by every other brand. The more they visit the café, the more rewards (steem) they will obtain on Steemit. This will not only motivate them to join the platform but visit regularly to get more points as well. Other promotional tactics could include discounts/vouchers for repeated purchases/regulars and BOGO or bundle offers.

5. Place

There are two proposed locations for the coffeehouse, as shown below:

1. Centaurus mall: Having a setup in the biggest and most popular mall of Islamabad will give Steem Coffee access to more customers. Moreover, the mall’s location is deal because of a number of reasons:

(a) A lot of youngsters visit the mall with their friends – an ideal outing location with a number of activities and therefore, can encourage group studies too
(b) Amalgamation of local and international brands and all treated similarly – will prove to be advantageous for a local brand like Steem Coffee
(c) The location is central and easily accessible (Jinnah avenue)
(d) Has apartments inside the mall, the residents can become first customers
(e) The design is such that all outlets can be found easily so will not be difficult for customers to locate Steem Coffee
(f) A lot of coffee houses are located in malls in Islamabad (more competition but better access to target audience)

Source

1. F-10 Markaz: Every sector in Islamabad has its own market (called markaz). The reasons for proposing F-10 particularly are:

(a) Most popular commercial sector and a lot of people visit F-10 for shopping and dining – ideal location for a café
(b) Every outlet in F-10 has something in common – spaciousness. Steem Coffee will be able to open up an outlet without space issues.
(c) Local brands are significantly present and encouraged in F-10

Source

The below interior and exteriors have been designed by me on Room Sketcher app.

The interior of coffee house:

The exterior of coffee house:

6. Process

The coffee beans will be locally sourced. The government initiated a new programme in the field of Agri-Tech in Islamabad (in 2020), which would enable agriculture to take place in an innovative way. The processes will not only be efficient but cost effective too. Therefore, the coffee beans produced locally will be used, helping us save costs and also engage in fair trade. The beans will be processed and made into coffee in the café itself. The simplicity of the process will give us more control over the final product.

7. People

If the café endeavors to promote Steemit, the staff will have to be members of Steemit itself, who are familiar with the intricacies and can guide the customers about account creation and guidelines.

Since we are dealing with students, the age bracket of staff should align with that of customers so they can understand their mindset and the customers feel comfortable to interact with them. A crucial quality of staff will be patience because explaining Steemit and its operations would require high level of patience.

8. Finance

The coffeehouse will be financed using owner's saving and investments from Steemians. Here, I would particularly like my friend @event-horizon to join in. Below is an approximate budget to setup the coffeehouse, which may vary according to time and resources:

Hope you all like the suggestions.

Best regards,
@sanyazulfiqar

CC: @stephenkendal