The Structured Conversation System Marketing Essay

The Structured Conversation System Marketing Essay

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JAZZY PLACE is a Shop which is unique local bar/coffee/tapas house that provides a friendly, effective place singles can meet. Colloquy Grog Shop is not your typical bar where people go to meet other singles, it has a unique service called the structured conversation system that is quite effective for allowing singles to meet each other and provide them with valuable insight into the other person through reflective conversation.

The structured system provide an atmosphere that lowers inhibitions and breeds confidence, allowing singles to meet other singles and gain insight into their personality by way of thoughtful discourse. Meeting people is one of the biggest hurdles for 25-45 year old singles. JAZZY PLACE Shop provides this group with an effective solution to this problem. JAZZY PLACE Shop will reach profitability by year two and will have earned profits of $74,000 by the end of year three.

JAZZY PLACE Shop is a bar/coffee shop designed to bring together singles and create an environment that allows people to comfortably meet each other. This is done through a structured conversation system that eliminates uncertainty regarding the social dynamic by creating structure through the use of conversation topics assigned to each table. This structure allows people to be feel more comfortable in meeting new people at the bar/coffee shop because the uncertainty of how to act is eliminated, the structure guides the interaction with the people at the table. This will be a unique method which is to be followed in INDIA which is going to attract all kinds of people from elders to adults and youngsters.

JAZZY PLACE Shop will be set up in the hip, upcoming industrial area of India. This area is a rapidly emerging night stop for the targeted demographic. Because the rented space will be an old warehouse the lease costs are quite reasonable. The trade-off for the very reasonable lease is slightly higher tenant improvements required at start up.

The service offerings are based on a system for singles to meet new people. This is accomplished through a structured conversation system. The JAZZY PLACE Shop is divided into two sections: a smaller section of tables for general customers, and another larger section for singles to come and meet new people.

The singles section is composed of 4-top tables (tables for seating for four). Each table will be marked with a topic of conversation in the centre. Throughout the evening as there is turnover of the table or the conversation is exhausted, the server will introduce a new topic. The topics are far reaching, some are recent news or sports, while others are intellectual and some are philosophical. The bulk of the topics will be of the latter varieties as people that are interested in meeting people through the conduit of conversation will typically prefer heavier stuff to provide more insight into that person.

If you ask a majority of single 25-45 year olds, most will say they have difficulty meeting new people. Regular bars are not an ideal place to meet people because beyond their visual image, it is quite difficult to learn anything material about the person to determine if there are commonalities. The typical bar has loud music and is not geared up for serious conversation.

The bar industry is a very broad industry. Participants in the industry do not seriously focus on specific niches. Sure there is a flavour to specific bars, but it is not an overwhelming trait. An example of this might be a sports bar that will typically have multiple TVs with sports on. Beyond this "decoration," there is not a significantly prevailing theme other than the place that serves alcohol. The value that bars offer is a place where someone can go to get alcohol in a social setting. A secondary benefit is an opportunity to meet people. Please see the Product and Services section for commentary on the effectiveness of a bar's ability for people to meet people. To conclude, most bars have some sort of theme, but overriding theme is a place to socially consume alcohol.