snakes and lattes
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Apr 3, 2024
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ALTERNATIVES: Status quo, New location in London, expanding franchise to London Ontario, start to sell coffee in morning, sell the business.
Role: Ben Castanie, owner of Snakes and Lattes in downtown Toronto.
Decision: Which option to pursue with rising popularity of his business – Status quo, expanding franchise to London Ontario, start to sell coffee in morning, sell the business.
(Implication – relate to alternative) Personal Goal: Start his business in something he was passionate about, where he wouldn’t have to work for someone else – not selling. To focus on his business only, had no family in Canada.
Professional: Wanted to be known as the place that had every board game imaginable
Risk tolerance is medium to high as he does not have a family so he does not have to provide for them, however he left his full-time job for this venture and this Snakes and Lattes is likely to be his only source of income now. (which option makes sense? – expanding to London)
Need:
PEST
Political: (Arthur Wishing Act) Strict franchising laws in Ontario make it time-consuming and even expensive as Snakes and Lattes will have to hire Lawyers and Accountants. So, this makes the franchising to London option less attractive. Economic: Coffee sales were projected to grow at over 2.5% between 2012 and 2017, Snakes and Lattes can benefit off this growth by selling their coffees in the mornings as well to cater the increased demand.
Social: London – sizeable population, western university – Expand to London. Tech: None
Competition: pros and cons, relate to own business
Castle: Downtown Toronto, close to University of Toronto. Unable to obtain a liquor license yet,
could purchase board games. Castle targeting young adults who attended UofT, Snakes and Lattes can target Western Students by opening a franchise in London.
Low
High
ALTERNATIVES: Status quo, New location in London, expanding franchise to London Ontario, start to sell coffee in morning, sell the business.
Go Lounge: Served Alcohol drinks and food, no cover charge, no gurus, couldn’t buy board games. Catering to young adults, as they have low disposable incomes, in Toronto, Snakes and Lattes can cater to young adults in London by opening a franchise there.
Chain Coffee Shops: Served coffee, customer service, Snakes and Lattes should start to sell coffee in morning to compete with these chain coffee shops.
Customers: Families vs 20s
who? What do they want? When do they shop? How are they influenced?
Day Clients: Families and people in their 20s, People in 20s - did not have a lot of money to spend but spent money on alcoholic drinks.
Families (11am to 5pm) – higher disposable income, bought food, drinks, and board games. Asked for less help. Status Quo for Day clients Night clients: mid to late 20s, liked music louder, enjoyed taking advantage of game gurus, stayed for 2.5 hrs – status Quo
KSFs – have a variety of board games. Serve coffee, food, and alcohol, have staff with knowledge of board games, have a spacious area where all tables can be laid out and customers
can sit. Experience. Employees. Can: (Capabilities)
Finance: (Still paying off long term debt – no financial stability, may not be able to do franchising)
Profits increased to $10,265 from a loss of $2715 in 2011. Increasing profits and the owner’s drive to manage the business makes selling the business a less viable option. Marketing: Already a well-built customer base(Strong Brand Recognition) in Toronto due to online marketing, will be hard to replicate that in London (Why?). Hence London expansion unlikely.
Operations: Unable to meet area requirements, customers having to wait in long lines. Sell coffee in the morning so increased operation hours can lead to less wait.
HR: 49 staff members, not a single employee fired in 3 years since café had opened. Snakes and Lattes has high employee retainment and provides a nurturing environment where employees can excel, Status Quo as doing well, relocating can lead to employees quitting.
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