I.

ExecutiveSummary

Introduction:

Theobjectiveofourprojectwasto
figureoutawaytotargetadifferentgenerationalmarket
thantheiroriginaltargetmarket.
Webeganourresearchbygoingonlinetofindprimaryandsecondary
resourcestohelpusbetterunderstandgenerationalmarketing.Afterwecollectedinformation,wegaveout
surveystolocalSanLeandroresidents.Afterweexaminedthesurvey,werealizedthatweneededabetter
waytoadvertisewhat8TwelvewasandhowwecouldtargetthegenerationalmarketoftheBabyBoomers
whorangefromtheages5070.8Twelvesweakestgenerationalcustomersareofcourse,theBaby
Boomers.

Research:

Conductinginformationandcollectingresearchisamajorandimportantpartoffindingouta
waytotargettheseBabyBoomers.Thedataweobtainedallowsustoidentifywhatthebusinessneedsin
ordertostartgainingmorecustomersoftheBabyBoomergenerationandfulfilltheobjective.
SecondaryResearch

PrimaryResearch

Articlesfoundonline
SocialMedia
Statistics
CensusBureauInformation

OnlineSurveys
PersonalInterviewwithOwner,David
Kuang
ObservationsoftheBusiness
Focusgroups

Thisinformationallowedustomakeaconclusiononhowwecouldimprovethegenerationalmarketand
proposeourplan.

Findings:

Thebusinesshashadthestrengthsthroughitsunlimitedtoppingsforitsdrinks,friendly
atmosphere,affordableprices,andhelpingthecommunitythroughfundraisers.Anotherplusabout8Twelve
isthattheyaretheonlyTapiocaCafeinDowntownSanLeandrothat
hasanOrientalMarketwithavarietyofAsiansnacks,whichisfound
intheirstore.While8Twelvehasonlybeeninbusinessfor1years,
theircontinuationofservingthecommunityisvital.Receivingmore
generationalcustomers,especiallyintheirleastamountofBaby
Boomerswouldbeaplustotheiralreadypopularbusiness.
Weaknessesthatwehavefoundin8Twelveisthatthebusinesslacks
advertisement.8Twelveisuptodatewiththeircafeatmosphere,but
notsomuchwiththeirsocialmedia,generaladvertisementsandspecialoffers.TheiruniqueOrientalstoreis
alsohiddensonotmanypeopleknowaboutit.
ProposedPlan:

WeproposedaplantohelpdevelopanincreasedamountBabyBoomersastheirnew
promotionaltargetmarket.Firstwedidprimaryresearchbylookingat
Yelpandreadingthecommentsthatpeoplehadtosayaboutthebusiness,
thenwelistedtheprosandconsofwhatwethoughtthebusinesshad.To
getevenmorebackupinformationwesentoutemailsandprintedout
surveysforSanLeandroresidentstotake.Afterwereceivedresultsfrom
thesurveywetooktheiradviceandmadesomeadjustments.Theresults
fromourGoogleformhelpedusfindoutexactlywhatweneededtodoin
ordertohavesomegenerationalchanges.
Firstofall,manyBabyBoomershadntheardof8Twelve.Theideaofhavingnotjustsocialmedia
advertisementsbutalsonewspaperadvertisementsbecausemosteverySanLeandrohomeownerreadsthe

SanLeandroTimes.
Onthenewspaperwewillsubmitcouponsandspecialoffersabout8Twelve.Ournext
ideatotargettheBabyBoomersthathaveanAsian/AsianPacificIslanderethnicity.Tomakethismore
efficientwewouldliketostarthavingboothsatSanLeandroCherryFestivals,SausageandSuddsFestivals,
andweeklySanLeandroFarmersMarkets.SanLeandroisfamousforhavingthebestcherriessincethe
1900swhichmakestheeventevenmorepopular.TheSanLeandroFarmersMarketisalsoanotherevent
opportunitybecauseithappenseveryWednesdayandhasahighpercentageofcustomerswhoshowup.All
oftheseeventsobtaincustomersofabout14,000+thatactuallyshowup.ThisisbecausenotonlySan
Leandroresidentsshowuptotheseevents,butmanycomefromallovertheBayArea.
ProposedBudget:
Sincewewillbeimprovingthegenerationalmarketofcourseadditionalexpenses
arerequired.TodevelopandlaunchourWeeblywebsite,wewillpurchase11unitsfor$25.00perunitwith
itbeingatotalof$275.00tomaintainourwebsite.OuruseofsocialmediaonFacebook,Twitter,and
Instagramwillhavenochargebecauseitsfreetopostsoitwillcost$0.00.Thiswillallowusto
advertisementatanymomentofthedaywithouthavingtopayapennyforit.Whenwesendoutflyerstothe
residentsofdowntownSanLeandrowewillbepurchasing1,000unitstobeabletogetthemajorityof
downtownresidentsnear8Twelve.Eachflyercosts$0.05sotheinitialtotalwillendupbeing$50.00for
1,000flyers.TheflyerswillbesentoutwithapersonwhowillwalkaroundtheentirearoundDowntown
districtforminimumwage(approximatelyOurtotalcostsforoneyearwillwinduptobeapproximately
$465.00.
II.Introduction
A. DescriptionofBusiness:
In2013anewandmodernTapiocacafeandOriental
marketwasbuiltwithabigtransformationfromtheoldpottery
shopthatitwaspreviously.ThiswasabighitforSanLeandro
becausetapiocadrinkshadstartedtobecomeatrendeverywhere,

butespeciallyinSanLeandro.Before8TwelveSanLeandroonlyhadtwoTapiocacafes,whichwere
TapiocaExpressandQuicklys,bothwereinfardistancefromeach
othersoitwasntmuchcompetitionbetweenthetwo.Whatwasso
uniqueabout8TwelveisthatitisbothanOrientalMarketandacafe
businessthatprovidesuniqueTapiocadrinksandallowsyoutohave
unlimitedtoppingsforyourdrinkalongwithavarietyofflavors,snacks
andVietnamesesandwiches.Notonlydotheyhavesandwichesthey
alsoservesmallsnackssuchastheirpopcornchicken,frenchfries,eggrolls,eggettes,crepesandmuch
more,whicharemadefreshlytoorder.Fromit'sgrandopening
andeventothisday,8Twelveisaverypopularplacetohang
outandgrabsomedeliciousdrinksandfood.Whetheryoure
grabbingaquickdrinkorstayingtosingsomekaraokeontheir
machineandplaysomeboardgames,8Twelvesservicewill
neverfailtogiveyououtstandingservice.8Twelvehasmadea
differenceonmanySanLeandroresidentsthroughitsnotonly
schoolfundraisers,butregularfundraisersotherthanschoolstoo.
ThisTapiocaCafehasimpactedmanyteenagersbecausenot
onlyisitmoreaffordablethanotherTapiocaCafesinSan
Leandrobutalsohasthemostfriendliestandwelcomingatmospherewiththemostuniquetapiocabar.

8Twelvehasshownloyaltytowardstheircustomersthroughtheirincentivesandprizes.For
example,ontheir
traditional8/12day

theysellhalfpriceddrinksandhalfraffleprizessuchasiPads,iPods,andgiftcards.Notonly,dotheysell
halfpriceddrinkson8/12daybutalsoonselectholidayssuchasLaborDay.Manycustomersalsoshow
theirloyaltythroughstayingtrueto8Twelveand
haveconvertedto8TwelveasopposetotheotherthreeTapiocaCafes,T4,TapiocaExpressand
QuicklysinSanLeandro.8TwelveismostpopularforhavingthemostaffordabletapiocadrinkinSan
Leandrowithitsgreatqualityunlimitedtoppings.Besidesthegreatqualityofdrinkstheyhave,their
customerserviceisalsowhatwinsthecompetition.
Intermsofatmosphere,whenyouwalkinto8Twelvethefirstthingtheemployeesdoisgreetyouto
makesureyourecomfortablewiththeeverything.Theyalsohavefreewifiavailabletoallcustomers.One
ofthekeyfactorsto8Twelveishowtheydesignedtheiratmospherewithitsmoderntakeonfurnitureand
technologywhichallowsittotargetmainlyteensandearlyadults,thereforelosingitsappealtowardsBaby
Boomers.At8Twelvetheyalsoofferarewardstampcardthatyoucangetstampedaftereveryvisitand
onceyoureachyourtenthdrinkyoucanreceiveafreedrinkofyourchoiceatanysize.Ifyouarentsosure
aboutacertainflavororfood,employeeswillbesuretogiveyouaquicksampletomakesureyouare
satisfied.AplusabouttheirOrientalmarketisthattheyhaveawidevarietyofAsiansnacks,candiesand
drinksthatcan'tbefoundanywhereelseinDowntownSan
Leandro.8TwelveisopenMondaythroughSundayfrom
11:00AM10:00PM.8Twelve'slatehoursareplus,
consideringnoneoftheotherTapiocaCafesinSan
Leandrostayopenthislatealongwithotherstoresinthe
city.Thisisastrongcompetitiveadvantageovermost
businessesinthearea,whilemostofthemwillendasearly
as8:00PM,8Twelveremainscompletelyopenandinservice.

B.Descriptionofthecommunity

Geographic:
InthecityofSanLeandroasof2013thereisanestimateof
over88,000people.
8Twelveislocatedintheheartoftheeastbay.TheBayArea
asawholeholdsastrongcommunitywithlotsofshoppersand
foodlovers.Thisgives8Twelveahugeopportunitytosell
whattheyoffertoawidevarietyofpeople.
Socioeconomic:
Thecommunityofwhere8Twelvelivesinisverypeacefulandfullwith
life.HistoricallySanLeandroisknownasaPortuguesecitybutisnowoneofthemost
diversecities.Inthe1800sandearly1900sSanLeandrowasextremelypopularforits
delicious
andabundantcherryharvest.
SanLeandro'sweatheralso
makesitagreatplacefor
outdoorrecreation.Sinceit
hasanaveragetemperatureof
62degreesandaverage
rainfallof19inchesperyear,
outdooractivityatanyoneof
themanyCityparksispossibleallyearround.Plus
therearemanysmallbusinessesownedintheareathat
allselldifferentthingslikeaBikeStore,Markets,SmallRestaurantsandmuchmore.Althoughall
neighborhoodsmayshowhoweachareuniqueanddifferentinSanLeandro,thepeopleinthisareaarevery

involvedwiththecommunity.Theagesinthisscattereverywheretoeveryagegroupthereis.Andsince
thereareafewlocalschoolsinthearea,8Twelveisaverypopularplacetostopattogetaquicksnack.
Demographics:
ThecommunityofSanLeandroconsistsofmanyethnicitiesandagesthat.
SanLeandroisoneofthemostdiversecitiesthatareintheBayArea.WIthanestimateof
88,000peopleofthoseresidents48%aremaleand52%arefemale.Theracialdiversitythis
cityholdsisverystrong.Whiteresidentsbeing37.6%ofthecommunity,Asian/PacificIslandersare30.5%,
almosttieingupwiththeHispanic/Latinosbeing27.4%.AndwithAfricanAmericansareat12.3%,and
otherracesat13%.Apopularbusinessthatsuppliesaffordablefoodwithacomfyfeelingisawinwinfor
everyonethatcomesintothisstore!Overallwhatthisstorebringsisthecommunitycomingaltogether,from
differentages,ethnicitiesandmuchmore,thisstoreunifiesitall.Peoplewhoarehavingadowndaycan
simplycomeandbecomesatisfiedfromtheirserviceinaninstantfromtheirfreshlymademilktea,totheir
homemadevietnamesesandwiches,theyservehighqualityfood.

AccordingtotheU.S.Censusof2014,theageandethnicitybreakdownsforSanLeandroare:

Age

Ethnicity

Under1822%

Caucasian37.6%

18248.6%

Asian/PacificIslander30.5%

254427.7%

Hispanic/Latino27.4%

456428%

AfricanAmerican12.3%

Above6413.7%

AmericanIndian.8%
Other13%

ThebabyboomergenerationofAsiathoseborninthe70sand80s
takesoverfromtheirparents,andwillbethewealthiest,longestliving,
mostmobilegenerationthispartoftheworldhasseenina
millennium.Thesebabyboomerswilldoforthisregionwhatthe
postwargenerationdidfortheUS,Europeand
Japan
.
Theywill
redefinesocialandworknorms,andwillproduceconsumerproducts
andservicesthatmightbecompletelyalientowesterncompanies.

Theirconsumptionpatternsarechanging,leadbyincreased
disposableincomeandayoungergenerationeatingmoreproteinand
packagedfoods.Theywillbuybabyfoods,specialityfoodsorganic,
lactosefree,glutenfreeandmoreandwillpatronizebrandsthathelp
themdefinetheirownuniqueimageinachangingsociety.

C.Overviewofthebusinessororganizationscurrenttargetmarket
8Twelvehascurrentlybeenservingbusinessforabout1years
andhasseentheirbusinessexpandthroughthemanynew
customerstheyreceivefrommanyothercities.Theircurrent
targetmarketareteenagersandearlyadultsfromaverageages
rangingfrom1525.Tapiocadrinkshavebecomesuchapopular
trendthroughouttheBayAreaamongteens,thatitsimpossibleto

nothaveatleastanideaofwhatatapiocadrinkis.Tapiocadrinkshavealwaysbeenseenassomethingodd,
consideringthelittletinybrowntapiocaballsatthebottomofthedrink.IfyouresomeonethathasanAsian
backgroundyoullknowexactlywhatthistreatis,asforthepeoplewhothinktheseTapiocaballsarenasty,
youreinforasurprise.Tapiocaballsaremadeoutofstarchfromacassavaplant,thistypeofstarchis
completelydifferentfromcornstarchbecauseitfreezeswellandcanbereboiledandalsomaintainitsjelly
texture.
Tapiocacafesmainlytargetteensrangingfromtheageof13andabove.Theydontonlytarget
teens,buttheyaretheirmaincurrentconsumers.Recently,manychildrenandadultshavetriedtapioca
drinksandtheyhavebecomearecenttrend.Inthepast,manypeoplethoughtthattapiocapearlswere
disgustingduetothewaytheylooked.WhydoessomethingassmallasTapiocapearlsmattertothetarget
market?WellthisisbecauseresearchfromtheU.SCensusBureauexplainsthatmanyBabyBoomersare
knownforbeingafraidoftryingneworoddthingsthattheyrenotusedto.Duetothe
looksoftheTapiocapearlsitmakestheBabyBoomersnotwanttotryitbecausetheyre
eitherafraidofwhatitsmadeofandwhatitcandotothemortheyrejustplainscaredof
tryingnewthings.Thisiswhywewanttochangethingsupandhavethemasournew
targetmarket,wewanttoshowthemthatTapiocadrinksarenotallthatbadandcouldpotentiallyendup
lovingthemandbecomearegularat8Twelve.BycreateadvertisementsthataremoreBabyBoomer
friendly,wearecreatingawaytoreachouttothesepeoplewhoareeitherafraidofTapiocadrinksordont
evenknowitexists.

TargetMarketSummary

Demographics:

Geographics:

 BabyBoomerages5070whoislookingfor
aplacetobuyaffordableTapiocaDrinks

BabyBoomerwhoisinthedowntownSan
Leandro,Hayward,CastroValley,Oakland

area

Psychographics:

OtherImportantInformation:

Needsaplacewithfriendlyatmosphereand

Bewillingtopay$2.005.00fordrinks

goodservice
WantsQuickserviceandtastysnacks

Withinthe1yearsthat8Twelvehasbeenservingbusinesstheyhavebeencompletelysuccessfulwith
theiroriginaltargetmarketofteenagers,butwhattheylackaretheattentionoftheBabyBoomers.Withthe
BabyBoomerscominginthiscouldpotentiallycreateabiggercommunityfor8Twelveandhelpexpand
whotheysellto.Thechangestohelpthisobjectivetobecompletedwouldobviouslybetohavemore
advertisinginamoreBabyBoomerfriendlyway.MostBabyBoomersreadthenewspaperandhearadson
theradiosowhynotusethat.Althoughsocialmediaisthebestwaytocreatefreeadvertising,notmany
Boomershavesocialmediaoractuallyknowhowtocorrectlyuseit.Wewillstillimplementtheideaof
creatingmoresocialmediasitesfor8Twelveandmakesurethattheyaremaintaineddailybutthatwontbe
ourmainfocusconsideringmostboomerswontbeonthosesites.

III.ResearchMethodsUsedintheStudy
A.PrimarySources

10

Aprimarysourceisadocumentorphysicalobjectwhichwaswrittenorcreatedduringthetimeunder
study.Thesesourceswerepresentduringanexperienceortimeperiodandofferaninsideviewofa
particularevent.
1
Primarysourcesthatwereusedwerepersonalobservationssuchas,goingintothestoreandordering
adrinkwhileanalyzingtheatmospherethebusinesscarried.Anotherprimarysourcethatwasused
werepersonalinterviewsaboutthebusinessandwhatpeoplewhohavebeenherethoughtofit.

Herearesomethoughtspeoplehadtosayabout8Twelve.
Ilove8Twelvejustthewayitis.Thecrepestherearesimplyamazing.
2
8Twelveisnice.Theirdrinksaregreat,butthefriedcalamaricanbebetter
3
Theyhavegreatdeals!Thefood&drinksarereallygood,butitshardtofindparking.
4
SecondarySources:
Asecondarysourceinterpretsandanalyzesprimarysources.Thesesourcesareoneormorestepsremoved
fromtheevent.Secondarysourcesmayhavepictures,quotesorgraphicsofprimarysourcesinthem.

HereareafewpositivereviewsfromYelpthat8Twelvehasreceived:

Thisplacegets5starsinmybookbecauseofitsabilitytoletgroupsofpeoplehaveagoodtime.
Somehowitaccomplishesthiswithoutanyfancyfrills,andthat'sprettyneat
.
5

ThisisawonderfulplaceandIhopetheystayinbusinessforalonglongtime!!Willdefinitely
comebackandbringfriends.

6

It'sfairlyclosetowhereIliveandthat'sgreat!Icanwalkoverforadrinkandsnacks/mealfor
aninexpensiveprice!Alsoasidefromthefoodservicesitisaminimarketinthebackofrandom
householdneeds,schoolsupplies,andfood!

11


InitialObservationalSurvey(NonInvasive)

Forthesurveywemade,weaGoogleFormaskingquestionstowards
Secondarysurveyorfocusgroup(s):
Interviews:
Somequestionsthatwewouldgiveforthebusinesswouldbespecificallyfortheemployeesthatworkthere
andthecustomersthatshopthere.Afewexamplesfortheemployeeswouldbe,whatdaysarethebusiest?,
whataresomeofthemostpopularitems?.Someinterviewquestionsforthecustomerwouldbe,whatdo
youenjoymostabout8Twelve?,Is8Twelveoneyourfavoriteplacestogetfood,Doyoucomeherea
lot?.
Salesdata
Salesdatahasnotbeenreviewedfromusorthebusinessitself.
B.Processusedtoconducttheselectedresearchmethods

12


Duringtheprocessofresearchinginformationaboutthebusinessweareworkingon,thereisalotof
thingsthatweencountered.Thefirstthingwedidbeforeconductinganymajorresearchwascreateasurvey
ongoogledriveaskingquestionssuchaswhatisyourfavoriteitemonthemenu?,whatdoyoumostlike
about8Twelvesservice?,howoldareyou?.Fromthesequestionswefoundoutwepeoplemostenjoy
andhowpeopledifferfromoneanother.Alotofpeoplefeeldifferentlyaboutwhatthestoreoffersbuteach
hadfavoredatleastonethingspecifically.Thenextthingwedidwasgoonyelpandseesomeofthereviews
thatpeoplehadabout8Twelve.Itwasareallyonesidedbattleonifitwasagoodstoreandpeoplefoundit
acceptable,oriftheyhatedtheoverallexperienceandneverwantedtogobacktothestore.
Itwasobvioustopointouttheflawsthatthestorehadsowebrainstormedsomeideasonhowto
improveitthatwaypeoplewouldnthaveanyconswiththebusiness.Someoftheimprovementswethought
ofweretoimproveandupdatetheirsocialmediawork,asitispoorlydone.Anotheronewouldbeto
potentiallyelevatetheirserviceinthestore,likewritingnamesondrinkssotheywouldntbeconfusedwith
otherpeople.Researchonlinewasalsoveryclosetobeinginvisible,TheyhaveaFacebookpagebutisnever
updatedwithanythingandonlyhaveafewpicturesuploaded.Primarysourceinformationisnotavailable
anywhere.Spaceisavailabletoimprovethisbusinessineveryareatheyofferasastoreandcafe.
OntopofthedatawefoundthroughsurveyswealsovisitedtheothertwotapiocacafesinSan
Leandro.T4,oneoutofthetwotapiocacafesinSanLeandro,whichisapproximately0.08milesfrom
8Twelve.T4isanewlyopenedcafelocatedinaplaza.ServiceatT4isfair,buttheydontacknowledgeyou
rightaway.Whenyouwalkintothestoretheyhaveflatscreentvsastheirmenus,buttheydonthaveevery
flavoronthere.Ontopofthethat,T4isnotveryaffordablebecausealongwiththecostofyourdrinkyou
stillhavetopayanadditional$0.50ormorefortoppingswhenyoucangetunlimitedtoppingsat8Twelve.
TapiocaExpressisthesecondcafeandisapproximately0.07milesfrom8Twelve.Thiscafewasoneofthe
firstTapiocacafesinSanLeandroandremainedoneofthetoptapiocacafehangouts,until8Twelveand

13

T4weredeveloped.TapiocaExpresshaspoorcustomerserviceespeciallywithintheiremployees.For
example,theyalwaysseemlikeitsabotherwhentheytakeyourorder,ontopofthattheydontwelcome
youinoraskyouifyouneedhelponwhattoorder.Anotherconisthatinordertouseyourcreditordebit
cardifyouspendunder$10.00,youhavetopayanadditional$0.50.

IV.FindingsandConclusionsoftheStudy
A.Findingsoftheresearchstudy.

Primarydatafindings

Theprocessoffinding
primarydatawasnottoohard.
Usinggooglesonlineservices
greatlyhelpedgainingresearchfor
thisbusiness.Asurveywascreated
thatcontainedimportantquestions
tohaveaneffectivehit.
Interviewingourpeerswasalsoa
strategytohelpgaininformationfrompersontopersonandhowtheydifferentiate.Tobettertheinformation
wegotwealsointerviewedAsianPacificIslanderbabyboomers,whogaveususefulinformationonwhat
theirgenerationsknowsandwants.
Agooglesurveywascreatedaskingimportantquestionslike,Haveyoueverbeento812?,
Whereareyoufrom?,Whatshouldtheyimproveon?,etc.Thissurveywassenttoeveryoneweknew
thathademails.Andwithverylittletime,peoplerespondedtooursurveywithpeoplehavinganswersfrom
allovertheplace.WithoneofGoogleFormsonlineoptions,youareavaliabletolookatananalysisofapie

14

chartforallthemultiplechoicequestionsthatwerelisted.WithgreatsuccessoftheGoogleFormssurvey,
physicalversionswereprintedoutsomorecouldanswerwequestionswehadforthem.

Secondarydatafindings

Theprocessoffindingsecondarydatawasgonethroughalotofonlinefindings.Itwaseasytogoon
awebsitelikeYelpandgather
informationthatpeoplehave
submittedonline.Thebasic
informationlikeAddress,whattype
ofareatheyrein(urban,rural,etc),
howpricesvary,andalotmore.
Thereweremixedreviewsandhow
peopleeitherlikedcertainthingsor
werejustsimplyinabadsituation
anddidntenjoytheoverall
experienceofwhatitoffered.After
scanningandresearchingsecondary
datathatpeoplepublished
informationwaslistedonwhatpros
thisbusinesshadandtheconsthat
keptsurfacingwithparticularpeople.
Itseasytosaythatonceyouwalk

15

intothisstore/cafe,ithasalotofroomforpotentialfromwhereitalreadystands.

B.Conclusionsbasedonthefindings
AftergatheringbothPrimaryandSecondaryResearchon812,conclusionsweremadebasedupon
theanalysis.Aboutofthepeoplethatcompletedthesurveyhaveneverbeentothisbusinessbeforewith
themajorityofpeopletakingitfromSanLeandro.Thisshowsthatthereisanareaofpeoplewhodontknow
whatthisbusinessisandwhatithastooffer.Althoughtheymaynotknowwhatthisbusinessis,aboutthe
majorityofpeoplewhohavetookthesurveyknowwhatSnowBubbles/Milkteaare,whichisthemost
popularproducttheyprovideandspecialin.Thisshowsthattheycontainpotentialcustomersthathavent
beencaughtanyattentionof812yet.Variousmarketingstrategiescanbe
simplyusedtoreachthesepeopleandhopefullyhavethempurchase
somethingfromthebusinessinthefuture.Thereactionmostpeoplehave
ofthisbusinessisthatthemajoritydoenjoywhatthisbusinesshasto
offer.Andevenifsomeoneendsupgoingthereanddislikingit,theystill
orderatreatforthemselves.Thisisalsoanopportunitythatthisbusiness
isunawareofandneedstotakeadvantageof.Althoughsomeonecanvisitthisplaceandhateitwiththeir
heart,itseasytoflipthataroundtomakeitanareawhereitsenjoyable.Somethingsimplelikethe
organizationofhowthedrinksareprocessedforthecustomercanhaveaneasyfix.Theoriginalwayofhow
thedrinksthatareproducediswhereyouaregiventhecupandyouhavethechoicetoputtoppingsinor
simplyputitonthecounterforthedrinktobecreated.Havingthenameofthecustomerandanumberon
whoorderedfirstonthecupwillgreatlyincreasepeopletolikingthesystemandcomingback.Whenthe
systemisdisorganizedlikerightnow,itbringshatetowardsthestoreanddislikingwhattheygivetothe
customer.

16


Whatdoestheevidenceofeachareaofdatacollectionshowaboutthecompany?

V.ProposedStrategicPlan
A.Objectivesandrationaleoftheproposedplan

Objectives

1) Objective:Logo
Rationale:

Byimplementingalogoassociatedwith8Twelvewewillbeabletomarketandreiterateourbrandmore
effectively.Atthemomentwefeelthatthatthelogoisnotdoingenoughjusticeandthatitisntanimage
thatreallystandsout.Establishingalogothatjustifieswhatthisstore/cafeoffersthatisclearandverybold
willattractmorecustomerstowardthebusiness,

2)Objective:Increaseincommunityeventsandimprovecommunityinteractions.
Rationale:
8Twelvewillbemoreschoolandcommunityfriendlybyhostingfundraisersandothereventsforits
community.Overtime,thiswilldevelopasenseofcommunityinvolvement,andwillimprove8Twelves
reputationasafamilyandcommunityfriendlybusiness.

3)Objective:Creatinganewproductionsystemofcreatingthefood/drinks
Rationale:
Atthemoment,8Twelvehasaverysloppysystemofcreatingthefood/drinksthatpeopleorder.Asimple
fixforthedrinkorderingwouldbetogetthebuyersnameandhaveanumbersothiswayitisnt
unorganized.Thenamewouldbesothattherightpersonwouldreceivethedrinkandthenumberwould
haveitsoitwouldbecreatedinanorderofwhopurchasedthingsfirsttolast.

17


B.Proposedactivitiesandtimelines

1.
2.
3.
4.
5.

PublicizeLocallyandOnline
Createnewwebsite,andmissionstatement
Beginconsistentupdatingofsocialmediacontent
HostHolidaySweaterDrive
Promotionaldrinksatretirementhomes

Activity#1
:Publicizelocallyandonline
Toincreasetraffictothebusinessandmaximizethebrandefforts,
8Twelvewillbeginmodernizingtheirbusinessmore.Thismeansmorecustomers,andthebrandwillcome
naturallybecauseabrandistheemotionyoufeelwhenyouhearacompanyname.Morecustomersalso
meanitwillhavewordofmouthpromotions,whichinturnwillcausealargerpresenceinthecommunity.
Alongwiththat,thecityofSanLeandroalsohastheirownFarmersMarketeveryWednesdaystartingin
MarchthroughOctober.Usingthisasawaytosellproductsherecouldreachawiderangeofnew
customers.PublicizinglocallyincludesnewspaperadsinSanLeandroTimes,fliersinDowntownSan
Leandro,SanLeandroHighSchool,andtheMarinaCommunityCenter.Onlinepublicizingincludestheuse
ofGoogleAdsense,GoogleAdWords,searchoptimizationtools,andsocialmedia.GoogleAdSensehasa
Costperimpressionoption,whereyoucanpayeverytimesomeoneseesyouradvertisement.Thisis
usefulsincewedonotnecessarilyneedsomeonetorentanapartmenttobuildthebrand.

TimelineofActivity
PublicizingLocally

January2016:CollectCapital
February2016:RegisteronGoogleAdWords/GoogleAdSense
April2016:BeginPromotions
May2016:AnalyzeResults

PublicizingOnline
January2016:CollectCapital
February2016:CreateFliers

18

March2016:PublishonNewspapers
May2016:AnalyzeResults

Activity#2
:
Updatingthewebsiteandmissionstatement
Rentersusuallymoveinfromdifferentpartsof
thecountry.Byupdatingthewebsitetomakeitprofessionalbutinteresting,moretrafficwillbegenerated
forthebusiness.Thefirstthingacustomerseesisthebusinesslogo,basicallymakingthebusinessfirst
impression.Agraphicdesignerwillbehiredtodevelopanewlogothatmakesitloookcatchyand
memorable.

TimelineofActivity
SweaterDrivethroughSanLeandroHighSchoolInteract

January2016:Figureoutchanges
February2016:Createblueprint
April2016:Makechanges
May2016:Finalizechanges

MissionStatement
February2015:Brainstormmissionstatements
April2015:Finalizemissionstatement

Activity#3
:
Beginconsistentupdatingofsocialmediaaccounts
Thelastactualupdatefrom8TwelveonfacebookwasbackinApril19,
2014.Fromthatpointon,therehasntbeenanytypeofsocialmedia
updateeversince.Thisissuperinefficientandhasnotypeofvalueatall.
Withhowbigsocialmediacanget,itcouldbestronglyusedtogain
attractiontowardsthisbusiness.

19

TimelineofActivity
SocialMedia

January2016:Updatetwiceamonth
February2016:Updateonceaweek
April2016:Update23timesaweek
May2016:Keepconsistent

Activity#4:
HostSweaterDrive
With8Twelvebeingaverywelcomeandneighborlybusiness,givingbacktothe
communitywouldbeagreatwaytoofferbacktowhatthepeoplehavegiven
them.Thebusinesswillcollaboratewithorganizationssuchas
InteractorKey
Club
thatarelocatedattheSanLeandroHighSchool.Bycollaboratingwiththese
organizations,therewillbetonsofcharityopportunitiesforthemavailable.Not
onlywillthishavethemgrowrespectasabusiness
growingwiththecommunityitlivesin,butitcould
helppeoplewhoarelessfortunateandneedthingsto
comfortthem.

TimelineofActivity
SweaterDrive

January2016:UpdatesocialmediaandcreateflierswithSweaterDrivenews
February2016:Begincollectingsweaters
April2016:ContinueCollecting
May2016:Updatesocialmediaonhowsweatershavebeengivenanddistributetothoseinneed

Activity#5:PromotionwithSanLeandroTimesNewspaper

20

Thereisanaverageof87,000peopleinSanLeandro,withanotheraverageof3peopleperhousehold.And
withtheSanLeandroTimesbeingthelocalnewspaper,thereareallpotentialconsumers

TimelineofActivity
FreeDrinksatRetirementHome

May2016:8Twelvewillprovidefreesamplestoaretirementhomeonceamonthasacommunityservice
project.ThiswaywewillbejoiningwiththecommunityandalsohelpmoreBabyBoomersunderstand
whataTapiocadrinkisandwhatistasteslike.AseachmonthpassesbywewillhavebroughtourTapioca
drinkstothemajorityofretirementhomesinSanLeandrowhichwilldefinitelyhelpusgainmoreBaby
boomercustomers.

C.Proposedmetricsorkeyperformanceindicatorstomeasureplaneffectiveness

Datawillberecordeddailytomeasureandshowthattheisgrowthwithinthebusiness
itself.Whetheritisanapplicationforasmartphoneorcomputer,orevenpaper.Data
willberecordedonitwithallnumbersshowingwhichiswhichandwheretheycame
from.Datawillvaryasdifferentseasonscomeandgo,anddependingonwhether
customerswillcomeinonacertaindayornot.Butforonething,asthebusiness
growsinsocialmediadifferenceswillshowandwillsoonattractmore
andmoreattention.
Oncepeoplestarttonoticethatthisbusinessismakingabuzz,
thenmorepeoplewillbewillingtocheckoutwhatthisbusinessactually
hastooffer.Andwithmorepeoplelikingandpurchasingwhattheyhave,moredatawill
keepbeingaddedalongwithmoneybeinggeneratedalongwithit.Afterthebusinessstartedtogenerate
evenmoremoney,theycouldexpandintonewheightsandevenhaveamorebroaderrangeofpotential

21

customerstosupportthebusiness.Withthisbusinesscollectingimportantdataandgeneratingmoremoney,
theywillbetakenintofurtherplacesofbusinessaswell.

VI.ProposedStrategicPlan
A. Costsassociatedwithproposedstrategies

Separatecostsbyeachobjective.Includelabor,webfees,printfeesetc.Howmanywillitreach?whatis
thecostper

Objective#1:

Promotethebusinesstocreatebrandawareness
Activity#1:
Publishinglocallyandonline:
Thiseventwillrequireagreatamountofcapital
investment.Thiseventrequiresmoneyforflyers,GoogleAdwords,GoogleAdSense,.Google
Adwordsallowsyoutousecostperimpression",orCPIwhichisdisplayedashowmanytimes
someonewillseeyourbusiness.Alongwithflyersbeingsentouttogainlocalattraction.
CostCalculation:1,000($00.5per)flyers$50.00Labortosendoutflyers$10.00perhour
(Approx.2hours)=$20.00GoogleAdwords$10.00/dayfor1monthGoogleAdsense
$10.00/dayfor1month=Estimated$400.00monthlycapital
TotalEstimatedCost
=
$470.00

Objective#2:
UpdatingWebsiteandModernizingit
Forthemissionstatement,thatwillcostnothingtangible.Forthewebsite,awebdeveloperwillneed
tobehiredtocreateit.Webelievethatcreatingthewebsiteshouldtakeabout11hourssincethey
willbeabletoworkfasterduetotheideasalreadybeingknownandunderstood.Therearealsolocal
studentsintheareawholearntocreatewebsitesforanaffordablewithusingwebsitecreatorslike
Weebly.
CostCalculations:$25.00/hourx11hours=$275.00forthewebdeveloper

22

 Activity#3:UpdatingSocialMedia:Since8TwelvealreadyhasaFacebookpageandwifiwith
workersthatcontainsmartphones,updatingsocialmediaaccountsholdswillbeapartofonlyspecial
workerswhohavebeenworkingwiththebusinessforalongamountoftime.Sincetheywillbepaid
minimumwageaquarteroftheirworkwillbededicatedtoupdating.Makingthepay$2.50forsocial
mediaupdates.
CostCalculations:$2.50/hourx1hour=$2.50
TotalCost
=
$277.50
Objective#3:
Givingbacktothecommunity
Thingslikeasweaterorcannedfooddriveisnocostatall.
NOCOST
SanLeandroRetirementHomeswillbegiven8Twelvedrinks(50ApproximatelyGivenOut)to
spreadsomehappiness.Givingbacktoeldersascommunityservicewillputasmileontheirfaceand
alsomakethempotentialcustomersforthefuture.Alongwithcommunityinvolvement,8Twelve
willbeapartofhavingaboothatlocalSanLeandroeventssuchastheFarmersMarket,Cherry
Festival,SausageandSuddsFestival.
CostCalculations:$1.38/drinkx50people=$69.00Approx.Laborfor1hourtoservedrinks=
$10.00$100.00forboothand$20.00for2workerstogetpaid
TotalCost
=
$199.00

The
total
costof
allinvestments
fortheproposedactivitiesis
$946.50

GainFromInvestments
1.Promotion
Socialmediaandpublicitywillincreasethroughtentativeupdatesandpurchaseofwebsite
2.ModernizingBusiness
50newviewsevery2months,gainingmoreexposuretothebusinessfrom
existingorpotentialcustomers.
3.GivingBacktocommunity
20newclientsin4months,Freesamplestoretirementhomesoncea
month.

VII.BIBLIOGRAPHY

23

1.InternetSites:

CityofSanLeandro,California
Demographics

The2009ReportonTapiocaTeaDrinks:
WorldMarketSegmentationbyCity
"The
2009ReportonTapiocaTeaDrinks:World
MarketSegmentationbyCity."
The2009Report
onTapiocaTeaDrinks:WorldMarket
SegmentationbyCity
.ICONGroup
International,May2009.Web.May2009.

Yelp,Reviews/Photos
"8TwelveYelp."
Yelp.com
.Ed.Yelp.Yelp/8Twelve,
20142015.Web.
Kuang,David."8TwelveFacebookPhotos."
Facebook.com
.Facebook,13Jan.14.Web.13
Jan.14.Gross,Rainer,FernoDiasDeLima,
CristinaJesusDeFreitas,andUrsulaGross.
"TheRelationshipsbetweenSelected
AnthropometricandSocioeconomicDatain
SchoolchildrenfromDifferentSocialStratain
RioDeJaneiro,Brazil."
RevistaDeSade
Pblica
24.1(1990):n.pag.
Uscensusbureau.com
.Web.

"CityofSanLeandroDemographics."
CityofSan
LeandroDemographics
.N.p.,n.d.Web.15Jan.2015.

UnitedStatesCensusBureau
State&CountyQuickfactsSanLeandro,
California

"
UnitedStatesCensusBureau."
SanLeandro(city)
QuickFactsfromtheUSCensusBureau
.American
Community,n.d.Web.15Jan.2015..
Narula,Sameer.
"Asia'sBabyBoomer
GenerationTakestheLead."
TechinAsiaRSS
.
TechAsia,30May2013.Web.15Jan.2015.
<https://www.techinasia.com/asiasbabyboome
rgenerationtakeslead/>.

2.PrintedSources

4.Consultants
Fregosa,DawnMarketingand
EntrepreneurshipEducation
FocusGroupswithstudentswithAcademy
ofBusinessandFinance

Farese,LoisandKimbrell,Grady.
Marketing
Essentials
.WoodlandHills,CA:
Glencoe/McGrawHill,2009.Print.
McgrawHill.
MarketingResearchProject
Workbook
.S.l.:GlencoeMcgrawHillSchool,
2001.Print.

3.PersonalInterview
IshmaelRico,CarloAmarao,andHanson

24

Ha,

VIII.APPENDIX

SurveyQuestions:
GoogleForms

GoogleformResponses:

25

Letterto8TwelveOwner:

InterviewQuestions:

26

Whataretheworkinghours?

Whatisthemissionstatement?

Howmanyemployeesarethere?

Whatarethecosts?

Whowastheoriginalowner?

Whywas8Twelve
Estateestablished?

Werethereanypartnerships
sinceitsestablishment?

Whydidyouchoosethis
location?

Whatisyourbusinessmodel?
Or,howdoyoumakeprofit?

Doyouhaveamission
statement?Ifsopleasestateit.

Whatconnectiondoesyour
businesshavewiththe
community?

Whoisyourtargetmarket?
Why?

Isthereanyotherlocations?
Whatconnectiondoesthe
businesshavewiththe
community?
Whathavebeenyourbranding
efforts?
Howhasbusinessbeen?
Havetherebeenanyobstacles?
Whoareyourcompetitors?
Whatisyourmarketshare?

27

SampleWebsite:

28

PhotosTakenat8Twelve:

JodieAntonioandElonHufanaafterconductingresearchat8Twelveanddoingsurveys.

Holiday
Sweaterdrive
at8Twelve

29