MEMO proposal Final PDF

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Professor Migliaccio- Business Proposal Assignment in MEMO form to propose topic for project (FINAL VERSION)...

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MEMORANDEM DATE: March 6, 2017 TO: Ms. Christina Migliaccio, Instructor FROM: Student SUBJECT: Business Proposal Assignment The coffee industry has been on the rise for quite some time. Nearly one third of Americans have at least one cup of coffee every day. The gourmet, store bought, single cup coffees are becoming very popular due to their variety and convenience. With the coffee industry growing this rapidly, this means that the issue of cold coffee on the go is increasing. I am sure you know exactly what I mean. We all live very busy lives and have places to be and coffee to drink. How many times have you purchased a coffee and ran out the door to find out that your coffee is cold before you even get to your destination? I am writing this proposal to request permission to research, in depth, the coffee industry and how I can further explore the solution to this problem. My solution to cold coffee beverages on the go is the Java Sleeve. How convenient would it be to have the opportunity to keep your beverage warm while getting from point A to point B with just a simple sleeve? The Java Sleeve is an amazing product that works as a heat equalizer, like heat warmers do for your hands, but for your hot coffee. This product is unlike any other, so there is no direct competition. Indirect competition could include thermoses, a car coffee heater, and a mug heater, but all of these products have disadvantages like needing to be plugged into an outlet and not being able to be used on the go. I plan to initially sell my product to big time coffee shops, like Starbucks, where they can offer this product as a compliment to their beverages. Getting into the industry via Starbucks in the New York area on the east coast and the San Francisco area on the west coast is the most effective way to penetrate the market due to their well established, vast and diverse customer base1. The customer base goes beyond just avid coffee drinkers; any warm beverage is heat sleeves best friend! According to the Tea Association of the U.S.A., approximately 4 in every 5 customers drink tea and more than half of the population drinks at least one cup of tea daily2. This proves that other warm beverage drinkers, aside from those that drink coffee, can benefit from the use of this product. After Java Sleeve takes off I can sell it to other big time coffee shops around the world and even have them available to purchase for at home convenience and enjoyment. My urge to research and find a solution to this problem within the coffee industry is strong. I have been interning for the past year in Manhattan on Madison Avenue. Running back 1 Holmes, H. Coffee Shop Business Overview. Retrieved from http://www.sbdcnet.org/small-

business-research-reports/coffee-shop 2 Tea Fact Sheet- 2015. Retrieved from http://www.teausa.com/14655/tea-fact-sheet

and forth between home, school and my job I always need to grab a coffee on the go to maintain my energy throughout the day. Within this past year, I have really noticed this issue on my own account and from my peers in school and the workforce. I believe I have the right attitude to thoroughly research this and have connections to which I can use as references throughout my project. I would love to have a solution to this cold coffee problem instead of being obligated to through away cups and cups of coffee every day. In conclusion, this research project will focus on why cold coffee on the go is an issue and how my product, Java Sleeve, will be the ultimate solution to this growing problem. With permission, I would love to be able to dive deeper into research and report on this major problem. Sincerely, Kaitlyn Hartmann...