Website Reconstruction, Marketing, and Financial Analysis for Coffee Shop
Our client is a coffee shop located in Detroit that serves Detroit-themed beverages and snacks for the surrounding community in a warm, comforting setting. The founder prides the business on its ability to bring people together.
Situation
The onset of COVID-19 had a significant impact on our client's business, leading to the temporary closure of their shop and subsequent challenges upon reopening, including reduced operating hours and a diminished workforce. Despite these setbacks, our client's unwavering dedication to their business drove them to seek innovative ways to stay open despite limited cash flow and a smaller team. They displayed resilience and adaptability, actively exploring strategies to optimize resources and maximize efficiency in order to continue serving their customers. Through their determination, our client aimed to navigate the difficulties posed by the pandemic and find sustainable solutions that would allow them to persevere in the face of adversity.
Challenge
The coffee shop faced three significant challenges encompassing marketing, finances, and website operations. In terms of marketing, they encountered difficulties in establishing brand visibility and struggled to attract and retain talented employees. On the financial front, updating their QuickBooks system was crucial to accurately track and manage revenue and expenses over time. Lastly, their website suffered from outdated design and navigation issues, posing challenges for both customers and the shop owner in terms of usability and editing capabilities.
Approach
In terms of marketing, the team conducted extensive market research, analyzing demographics, competitors, psychographics, and pricing for both the coffee shop and its competitors. Armed with this information, the team developed various deliverables to enhance the marketing efforts, including punch cards to incentivize recurring customers, a visually appealing hiring poster to attract talented employees, and social media templates to ensure a consistent brand presence online. Additionally, the team incorporated external resources to provide valuable insights and strategies for employee retention and training.
With regards to finances, the team took proactive steps to address the financial management challenges. They began by enhancing their knowledge of QuickBooks through a LinkedIn course, equipping themselves with the necessary skills to handle the platform effectively. Subsequently, the team successfully identified and resolved issues related to revenue data on QuickBooks, ensuring accurate synchronization between Square and QuickBooks for seamless financial tracking.
In terms of website operations, the team built upon the existing Wix site, created by the founder, which already boasted an aesthetically pleasing design. The team further enhanced the website by incorporating email integration, enabling efficient communication with customers, and updating events information. They also improved the overall user experience by ensuring easy access to booking space and optimizing navigation for both customers and the owner.
Impact
The collaboration between the coffee shop and REM and Company proved to be highly advantageous, as the team successfully addressed several key areas of improvement that the owner lacked the time or expertise to undertake. The coffee shop now enjoys the benefits of enhanced marketing materials and a revamped website, both of which play vital roles in attracting and retaining customers as well as talented employees. These improvements have significantly bolstered the coffee shop's brand visibility and provided a more user-friendly online experience. Additionally, the team's efforts in updating the financials have equipped the owner with accurate and up-to-date information, empowering them to gain a better understanding of the business's cash flow and make informed decisions accordingly. The collaboration with REM and Company has truly made a positive and transformative impact on the coffee shop's overall operations and prospects for success.
Team Breakdown
Team Lead: Danielle Kevelin
Team Lead: Isabella Sperling
Strategist: Jack Tumpowsky
Junior Strategist: Rishi Kalyan
Relevant Background Information
Business Type: For-profit
Industry: Coffee Shop, Breakfast
Location: Detroit, MI
At Rem and Company, we're on a mission to keep doors open and dreams alive. Rem and Company started as a social impact initiative offering free consulting services to small businesses impacted by COVID-19. Rem and Company has become an information hub and digital community platform for small businesses in need. At Rem and Company, small businesses stay up to date on trends in their industries, learn new approaches from peers, build a network, and develop the capacity to adapt as the world around them changes. Our consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies and facilitate execution. If you are a small business owner and want to learn more about how we can help, request a free consultation.