CWAC Business plan CWAC Business Plan Mollie Pearson | Page 31

Extended
The extended consumer for CWAC
is the consumers who already
exist within the independent coffee
houses. This consumer is of a wider
age between 25-45, both male and
female. This consumer is still part of
the millennial generation but also
stretches into generation X. The
extended consumer will be slightly
older than ACTillennials, this
consumer is affluent professionals
who are at the peak of their wealth.

Perhaps without
dependents meaning they have a
large
disposable income,
which is why they are prepared to
spend more money on coffee at
independent stores rather than
chain stores.
For CWAC this is an advantage
because it means that the extended
consumer is in a position to give to
charity. With them being affluent
professionals they will have

received a higher level of
education. Allowing them to be
more aware of social issues, this
could incline them to want to make
donations to CWAC and support
their local coffee shop that they
already have loyal too.
See appendix 9 for consumer
profile.
Consumer
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