Our knowledge is a resource, and must never be used to make a customer feel uncomfortable or ignorant. Part of our mission is to educate our customers about tea and tea brewing; however, this must only be done in a respectful fashion.
We have arranged competitive distribution contracts with high-end tea growers around the world. A cozy chat over a cup of tea is just right for exchanging gossip, planning outings, or simply relaxing and pampering oneself. Our teas and chocolates are offered at a price premium that discourages customers seeking cheap, low-quality goods.
However, for the rest of our target market, we must strategically define ourselves as the answer to the many different things each group is seeking.
Flyers in gourmet grocery stores and coffeehouses in the same area. Our highly visible location in the historic shopping district of downtown Simsbury will encourage walk-in traffic. Socializers Appeal to their sense of prestige and good taste. Coupons in the local papers for "free friends" pots with your tea order, a friend gets a free pot, to try out our teas for the first time.
Tea Drinkers Appeal to their gourmet palates: Gift Buyers Focus on our wide gourmet selection and convenient location: Special Events In addition to our monthly tea tasting parties, Jasmine Teahouse will offer customers the option of reserving the entire teahouse for a party or special event.
We are the only full-scale teahouse within 20 miles. Repeat sales depend on consistently high quality products and service. Iced Teas are served in 12oz. We will place ads in the programs of all plays, operas, and other cultural events in Hartford County throughout the year, billing ourselves as a "mini-getaway" from the pace of urban life.
To significantly build sales, we must not just find new customers - we must take customers away from existing stores and from their coffee-drinking habits. The status and sophistication indicated by suggesting an outing to Jasmine, or a gift basket with our logo on it, will soon become valuable in themselves.
Alliances with local Inns: This not only enhances the feeling of prestige customers get when patronizing our teahouse, but also ensures that customers will have similar expectations of service and quality, based on their socio-economic class. Clearly, with committed tea drinkers, the first will suffice.
Flyers in local upscale boutiques, salons, and restaurants. We offer two sizes of sit-down hot tea: We are the only retailer offering such a wide array of premium chocolates east of the river.
Our Sales Forecast depends on establishing a loyal customer base who visits our teahouse at least once every month; we expect a few committed tea drinking "regulars" who will come in more than once a week.
These plates will allow customers to try new kinds of tea without committing to a full pot. These cards include questions about taste preferences which will help our teatenders guide the customer to a tea they will enjoy.
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