Points of interest for your chosen business
Assignment Brief
Prepare a Poster presentation highlighting the points of interest for your chosen business
Sample Answer
Points of Interest for Aurora Coffee House: A Strategic Business Overview
Introduction
Aurora Coffee House is an independent, ethically driven coffee shop based in Bristol, United Kingdom. Established in 2022 by two young entrepreneurs, the business was founded with the dual aim of offering high-quality, sustainably sourced coffee and creating a welcoming environment for both social and professional engagement. The business has positioned itself within the competitive landscape of the UK coffee industry as a socially responsible, community-centred alternative to larger commercial chains. This essay highlights the key points of interest for Aurora Coffee House, covering its founding principles, product offerings, market positioning, operational strategy, sustainability commitments, financial performance, and future growth plans.
Business Background and Vision
Aurora Coffee House emerged in response to the growing demand for independent cafés that prioritise both product quality and ethical responsibility. The business was initially financed through a combination of personal investment and a start-up loan obtained through a regional small business development scheme. The founders, both with backgrounds in hospitality management and environmental studies, envisioned a space that serves more than just coffee, a place that brings people together and supports local enterprise. The business’s vision is “to become a leader in sustainable hospitality in the South West by 2030.” Its mission statement reinforces this by committing to “deliver exceptional coffee experiences with minimal environmental impact and maximum community engagement.”
Product and Service Portfolio
Aurora Coffee House offers a diverse range of hot and cold beverages, with a strong emphasis on specialty coffee. All coffee beans are sourced through direct trade agreements with smallholder farmers in Ethiopia, Colombia, and Kenya. These direct trade relationships not only ensure fair compensation for producers but also give Aurora exclusive access to high-quality, single-origin beans. Alongside traditional espresso-based drinks, the café serves a rotating menu of hand-brewed filter coffees, organic teas, and house-made cold brews. Complementing its beverage menu is a curated selection of locally baked pastries, sandwiches, and plant-based food options. In 2023, Aurora expanded its services to include an online shop selling packaged coffee, brewing equipment, and branded merchandise, contributing to the diversification of its revenue streams.
Market Positioning and Target Audience
Aurora Coffee House operates in a highly competitive market, where both multinational chains and independent cafés vie for consumer attention. Its competitive advantage lies in its clear brand identity, which aligns with the values of its target market: environmentally conscious, quality-driven, and community-oriented consumers. The primary customer demographic consists of students, freelancers, and professionals aged 20–40, many of whom reside or work in central Bristol. Aurora’s strategic location near the city centre and university campus ensures a consistent flow of foot traffic. The café’s interior design further supports its market appeal, offering both communal and private seating, fast Wi-Fi, and a relaxing atmosphere suitable for meetings or leisure.
Marketing and Customer Engagement
Aurora Coffee House employs a strategic marketing plan that combines traditional methods with digital platforms. Social media marketing is central to its strategy, with Instagram, Facebook, and TikTok used to showcase new products, sustainability initiatives, and customer testimonials. The café also maintains a regularly updated blog on its website, featuring articles about coffee sourcing, brewing tips, and local events. Seasonal promotions, loyalty schemes, and student discounts are used to enhance customer retention. Additionally, Aurora engages in community outreach through collaborations with local artists, hosting open mic nights, and supporting charity events. These activities not only enhance the brand’s visibility but also reinforce its commitment to local engagement.
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