BOC Week 5 - Market Analysis - Customers

The Beat Café will fulfill the demand for a venue that supports live music and a place to relax and enjoy good coffee and good company. I will draw my customers mainly from the university area located around Paradise to attract students, faculty, young professionals and most importantly, locals. There is a majority of café-restaurants in the city, but very few catering strictly to coffee and live music. A typical customer ranges between 18-45 years old, both males and females will equally frequent the venue and we will serve customers from all backgrounds and income statuses, including students, local residents in the neighborhood, tourists, and professionals. This wide array of groups is all potentially strong customer segments. The benefit of this mix of customers is that it helps maintain consistent business throughout the year. For example, while tourism is strong all year long in Las Vegas, it peaks during the summer months. Conversely, the student population is not as strong during the summer as it is from September through June of each year. Also, by appealing to several market segments, Beat Café does not become overly dependent on any single consumer group. For example, several local coffeehouses with primarily student customers do poorly during the non-school months. They must also market themselves anew each year to the incoming students. I will avoid these peaks and valleys in business with a mix of customers.