【正文】 and 3), to educate potential customers as to what a teahouse is, what is real “teahouse experience”, and why it is so wonderful. These three tasks will be achieved through our effective marketing strategy. Our marketing strategy will be focused on advertising in local media, the major metro paper, magazines, and the World Wide Web. Local media advertising on a regular schedule can help us to build up the sense of healthy tea beverage habit among Miami residents. We will advertise on daily basis in the lifestyle, main, local, business, and food sections of the newspaper. Advertising in local shoppers can give us the advantage of less advertising expenditure and larger coverage of every household in the market. We will advertise in magazine specialized on people’s health because we particularly want to reach potential buyers who are more sensitive to visible pictures. The message we want to municate to these buyers is a lot of benefits they can get from our unique and traditional tea products and service. We will also use heavy print advertising bining with special events and targeted promotions to introduce Miami39。 while for red tea taster, some acidic fruits will brighten the cup. Tea and dim sum bo We offer bination of tea and dim sum creatively. The choices in a bo will have well matched tastes, nutrition and health benefits, so that our customer will acknowledge higher level of satisfaction. For instants, the hint of sweetness in honey cake will perfectly balance the aroma taste of oolong, while both ingredients have strong diuretic effect which will be an ideal bo for people with diabetes concern. Tea accessories Tea accessories include specialty teapots and sets, decorative tea tins and tea wares, art of tea books, and various tearelated gifts. Personalized service Page 7 of 31 Our strategy will be to offer the best, unique and most highly personalized service in the marketplace we serve. Especially being a very small, owneroperated pany, we intend to use this to our advantage to be absolutely certain that every one of our customers receives excellent service. We will go out of our way to make sure that our customers know that they truly matter to us. We intend to be very flexible in the way we provide service and to do whatever we can to acmodate our customer’s needs. Employees who deal with customers will be carefully trained and will be given wide latitude for insuring that customers are always satisfied. Tearelated events Except the products that we provide in our teahouse, we also provide some traditional Chinese show, such as the tea ceremony show, which show you how to prepare the tea brewing procedures and how to enjoy the tasting process. Marketing plan Market size analysis Basically, anyone who looking for a nice, pleased place for refreshing or enjoy healthy beverage and delicious food or looking for a peaceful and fortable environment with friends and families will be considered as a potential customer. Our target market is aiming at the middleclass level people from any age and esthetic groups, who are interested in Chinese tea and culture or who are care about their health and prefer a healthy drink at anytime of the day. Locals According to the US Census in 2021, Miami’s population is 362,470, with %, or more than 220,000, are between the ages of 25 and 75 our target age group. However, the level of acceptance of our products and services might be limited by a few aspects, such as the upscale products line, preexisting brand or products loyalty, and geographic accessibility. Taking these factors into consideration, we estimate our target market is therefore 1/5 of the population, which is roughly 44,000 people. Tourists and leisure visitors The Greater Miami Convention amp。 its milder caffeine effect allows for multiple cups without the jitters. Tea39。t the only ones helped by the numbers. The GMCVB Page 8 of 31 also pointed out leisure and hospitality employment in MiamiDade County grew percent over the period, to more than 102,000 people. Miami itself benefits economically from tourist visits all year round, with our bination of scenic outdoor activities and seasonal cultural events, such as some special promotion during the Miami Festival Season. Based on data from the Miami Chamber of Commerce, we estimate a potential market of at least 56,000 tourists annually for our business. Our new “teahouse” experience, proximity to cultural events, shopping districts and fine restaurants will bring in hundreds of walkin tourists monthly. Customers Our teahouse targets are between 25 and 75 both single and married, good educational level, with a household ine of more than $50,000 annually. They tend to be more health conscious and appreciate a fit life style. They are working middle class, which normally lives under heavy working stresses. They constantly seek places to release the tense mood and pay more attention on staying in a good health condition. They are willing to spend a considerable amount of money to stay fit and control weight. They will be happy to find the existence of our teahouse. Below are some assumptions for customer analysis. 1) A moderate growth rate (3%) in the population of local residents who are willing to consume in our tea house after proper education 2) Continued tourist interest in Miami 3) A reasonable growth rate (2%) in the population of tourists who are willing to spend in our tea house. Customer Analysis Potential Customers Growth rate 2021 yr 2021 yr 2021 yr Local Residents 3% 44,000 45,320 46,680 Tourists 2% 56,000 57,120 58,262 Total 100,000 102,440 104,942 Customer Growth Analysis Page 9 of 31 020,00040,00060,00080,000100,000120,0002021 yr 2021 yr 2021 yrye arC u s tom e r gr ow th r ateT o