CWAC Business plan CWAC Business Plan Mollie Pearson

Appendix 1 Strengths Weaknesses •Members programme allows for anyone to become a member for just £5 a month with benefits like 10% off the independent coffee houses. Create a success loyalty programme. •CWAC creates a new tourism attraction for people to come and visit Birmingham, particularly with the partnership of Visit Birmingham. •Start-up fund from Love Brum and Visit Birmingham means CWAC is profitable instantly, enabling CWAC to donate as much donations as possible to charity. •Strong alliance with Love Brum and Visit Birmingham allows the busi- ness to be mentored through its first few years. •Creative marketing campaigns like the sticker campaign makes a last- ing legacy on consumers. •The business is innovative to the UK, no one is doing anything similar so there is little competition. •Events held by CWAC means that customers build a strong relation- ship with the brand and will become brand loyal. •The use of volunteers for staff saves expenditure. •Only limited to Birmingham so accessibility is weak. •High levels of staff turnover due to staff being volunteers and not paid. •There is a chance to expand out of Birmingham. •CWAC could run within chain coffee shops like Costa Coffee or Star- bucks. •CWAC has opportunity to become a staple part of coffee shops similar to how fair-trade coffee is a necessity. •Opportunity to get funding from the government. . •It would be relatively easy for competitors to do similar concepts to CWAC. •Brexit could mean that funding is cut from Love Brum and Visit Bir- mingham, effecting CWAC’s funding from them. •Vulnerable to economic crisis, if the economy collapses consumers may cut back on charity giving . Opportunity Threats 71

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