CoffeeVille Operational Plan 1
CoffeeVille Operational Plan 2011/12
Strategic directions (from business plan)
● Increase revenue through targeted marketing campaigns.
● Control direct and indirect operational costs.
● Maintain superior product and service quality standards.
● Establish CoffeeVille brand as ethical and environmentally responsible company.
● Maintain highly trained and motivated staff.
Operational objective
Activity/Strategy
Approved
Resources
Responsibility
Timelines
Rufus
Belcastran/
Emma
Belcastran
June 2011
Performance
Measures
Increase revenue through targeted marketing campaigns
Marketing objectives:
Marketing plan completion. 1. To position CoffeeVille as a provider of a superior coffee experience and supplier of gourmet food in
Weekly magazine the CBD. advertising. 2. Increase foot traffic from
250 to 300 customers per day. Monthly Direct Mail
(DM).
Budget:
$3,000
Budget:
Emma
$10,000 yearly Belcastran
Budget:
$7,000 yearly
Page 1 of 5
Emma
Belcastran
1. Numbers of customers. 2. Percentage brand recognition.
Thursdays weekly; for 3. Percentage of market following recognition of week ethical and
1st Monday environmental of each responsibility. month
CoffeeVille Operational Plan 2011/12
Operational objective
Approved
Resources
Responsibility
Timelines
Budget:
$2,500
Emma
Belcastran
1/7/2011
Budget:
$2,500
Emma
Belcastran
2/2/2012
Budget:
$5,000 yearly
Emma
Belcastran
Daily
Budget:
$5,000 yearly
Emma
Belcastran
Daily
Budget:
$2,500
Emma
Belcastran
1/7/2011
Facebook campaign 2.
Budget:
$2,500
Emma
Belcastran
2/2/2012
Customer surveys and analysis.
Budget:
$3,000
Rufus Belcastran Quarterly
Yearly market research update.
Budget:
$2,000
Action Marketing June of each year
Sales analysis.
Budget:
$7,000 yearly
Action Marketing Quarterly
Activity/Strategy
3. Increase brand recognition DM campaign 1. so that at least 8 in 10 people within area (500
DM campaign 2. metres) recognise our brand in surveys conducted by CoffeeVille and
Strategic directions (from business plan)
● Increase revenue through targeted marketing campaigns.
● Control direct and indirect operational costs.
● Maintain superior product and service quality standards.
● Establish CoffeeVille brand as ethical and environmentally responsible company.
● Maintain highly trained and motivated staff.
Operational objective
Activity/Strategy
Approved
Resources
Responsibility
Timelines
Rufus
Belcastran/
Emma
Belcastran
June 2011
Performance
Measures
Increase revenue through targeted marketing campaigns
Marketing objectives:
Marketing plan completion. 1. To position CoffeeVille as a provider of a superior coffee experience and supplier of gourmet food in
Weekly magazine the CBD. advertising. 2. Increase foot traffic from
250 to 300 customers per day. Monthly Direct Mail
(DM).
Budget:
$3,000
Budget:
Emma
$10,000 yearly Belcastran
Budget:
$7,000 yearly
Page 1 of 5
Emma
Belcastran
1. Numbers of customers. 2. Percentage brand recognition.
Thursdays weekly; for 3. Percentage of market following recognition of week ethical and
1st Monday environmental of each responsibility. month
CoffeeVille Operational Plan 2011/12
Operational objective
Approved
Resources
Responsibility
Timelines
Budget:
$2,500
Emma
Belcastran
1/7/2011
Budget:
$2,500
Emma
Belcastran
2/2/2012
Budget:
$5,000 yearly
Emma
Belcastran
Daily
Budget:
$5,000 yearly
Emma
Belcastran
Daily
Budget:
$2,500
Emma
Belcastran
1/7/2011
Facebook campaign 2.
Budget:
$2,500
Emma
Belcastran
2/2/2012
Customer surveys and analysis.
Budget:
$3,000
Rufus Belcastran Quarterly
Yearly market research update.
Budget:
$2,000
Action Marketing June of each year
Sales analysis.
Budget:
$7,000 yearly
Action Marketing Quarterly
Activity/Strategy
3. Increase brand recognition DM campaign 1. so that at least 8 in 10 people within area (500
DM campaign 2. metres) recognise our brand in surveys conducted by CoffeeVille and