Location
Address :13 Drysdale Street, Innaloo, Perth, Western Australia, 6018
Understanding that good location is equivalent to positive results, we spent time looking for areas around Perth. There are criteria we set up for our shop: near high population areas, aggregate potential customers, convenient for public transport and enough space for dogs and the owners. Eventually, we decided to place Dog Cafe in 13 Drysdale Streert, Innaloo, Perth, Western Australia. We already had some research about the location.
1. Target Customer
Our coffee shop has its characteristics of a shop for dogs and their owners. People can sit down for a cup of cafe and talk about how to treat their dogs. Also, we have our own unique recipe for drinks and cakes which can interest customers. The most special thing of Dog Cafe is that it is not just a cafe, it is a dog club too. Agree that we open the shop for everyone who want a cup of drink. However, we also have our target market to look at. They are
- People who own dogs
- Workers in offices around Innaloo with medium income
- Citizens around Drysdale Street
- People who love dogs and want to share their knowledge about dogs with others.
- People who have information about strant dogs and in reverse, people who are looking for a dog and planning to have a dog at home.
2. Employment
(Australian Bureau of Statistics, 2011)
As we can see in the bar chart, the percentage of full time workers is high, 66.3%, meanwhile, the people who are away from work is just 5.9%. It means that we have a good opportunity to attract customers to swing by at lunch time for a drink before coming back to work. Depends on number of Australian Bureau of Statistic, the median age of employees in Innaloo is 33, who have high demands for coffee everyday. Besides, working as a full time employees, they also have average income of $779 per week, $202 higher than the rest of Australians and median salary for the whole family is $1934 . Then we assume that they could spend money for entertainment and bringing dogs to our coffee shop for free weekend.
3. Demographic
(Australian Bureau of Statistics, 2011)
The percentage of female is 52.6% and the number of married is 35.4%. In addition, most of them have background of Australians. So, they are familiar with the habit of drinking coffee, eating fast foods&pie and having dogs at home. Also, high percentage of population in Innaloo are varied from 20 to 40 years old, occupied 40.9%. They work on their own and earn private income so they are finance independent. Therefore, they can decide how much they would spend for drink and
4. Position
We posit our shop in Drysdale Street because of its convenient. It is opposite to Lagrange Dongara Reserve and nearby Innaloo Shopping Center. It has the strong point of its high frequency of people walking pass by every day and concentrate workers around. Moreover, it is just approximate 10km north-west from CBD and easy to arrive by public transport. Customeres can catch the train to Stirling Train Station, or they can get the bus 99, 990. There are parking spaces near the park available for our customers who driving as well. That's why we believe that, our position is easy for customers to contiguous. The Park is also an advantage for our shop regarding to the fact that people used to walk with the dog during the day in the park.