12
Proposal
Sidecar Coffee Roasters
Proposal for Expansion and
Partnership with To The Rescue
To Create Coffee Kiosk
Hayley Graham
October 31, 2013
Public Relations Writing
Abstract:
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Proposal
Sidecar Coffee Roasters works to provide quality coffee throughout the Cedar Valley in
areas where it may not be available. A problem the organization is currently facing is that its
market is primarily limited to the Waterloo-Cedar Falls area, with its target audience comprised
largely of coffee enthusiasts. The organization would like to broaden its reach to provide highquality coffee to those who may not actively seek it themselves. Expansion into new markets will
raise awareness and financial success of Sidecar Coffee Roasters, while increasing satisfaction of
customers in these new areas. Serving Sidecar Coffee Roasters coffee at a kiosk in Cedar Rapids
where coffee is not currently available would fulfill these needs. This business venture would be
Sidecar Coffee Roasters first market in Cedar Rapids, so would establish a presence in a new
community that allows for further growth. A partnership with To The Rescue, who is working
to create a coffee kiosk for disabled individuals to operate, would help to eliminate the problems
both organizations are currently facing. Sidecar Coffee Roasters coffee beans could be delivered
to Cedar Rapids, then brewed into coffee and served at To The Rescues coffee kiosk by
disabled individuals. The kiosk would be located in the Jean Oxley Linn County Public Service
Center in southwest Cedar Rapids. This location houses numerous county offices, with potential
customers coming from both the over 100 individuals employed there and the many people that
visit the center for business.
Table of Contents:
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Proposal
Executive Summary
15
Introduction
16
Company Description
18
Methods
19
Timetable
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Materials, Equipment, and Personnel
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Facilities
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Financial Information
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Feasibility and Expected Results
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Conclusion
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Executive Summary:
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Proposal
Sidecar Coffee Roasters is the only company in the area to roast their own coffee from
green beans straight from fields around the world. Since its creation in 2012, the company has
grown from one man roasting coffee in a small facility, to a major coffee roasting and
distribution organization. Their coffee is sold at a plethora of locations in the area, ranging from
grocery stores, to restaurants, to farmers markets. Currently, the company is in the process of
opening a coffee shop. As a part of this passion for expansion and spreading quality coffee,
Sidecar Coffee Roasters would like to move into new markets, both demographically and
geographically. The primary groups that currently consume their coffee are young business
people, college students, and coffee enthusiasts. In addition, their market is centered in the
Waterloo-Cedar Falls area. The company desires to expand into new regions, such as Cedar
Rapids, as well as expanding its demographic so that a wider variety of people become educated
about its coffee.
A partnership with To The Rescue in Cedar Rapids, Iowa would be ideal for reaching
this goal. At the same time, this partnership would be advantageous to To The Rescue in their
search for a coffee supplier for their coffee kiosk. This partnership would be mutually beneficial,
as To The Rescue would gain a coffee provider, and Sidecar Coffee Roasters would gain a
chance to expand its business reach and audience without hiring additional employees. To The
Rescues plans for a coffee kiosk in the Jean Oxley Linn County Public Service Center would
still be maintained, with construction of the kiosk beginning in January 2014 and business
operations beginning in March of 2014.The coffee would be delivered from Sidecar Coffee
Roasters to To The Rescues main facility on a bi-weekly basis. The coffee would then be
brewed and delivered to the kiosk by To The Rescue employees, where it would be offered to
the over 100 employees of the Jean Oxley Linn County Public Service Center, as well as the
many people that visit the center in order to do business. The fact that this center houses vast
numbers of employees and also has a large amount of walk-in traffic due to citizens needs for
their services means that Sidecar Coffee Roasters and To The Rescue will reach a broad
audience in order to spread the word about their organizations while simultaneously making a
profit.
Introduction:
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Proposal
Quality coffee is difficult to find in many locations throughout the country. Sidecar
Coffee Roasters is working to combat this problem in northeastern Iowa by carefully roasting
beans to achieve the best coffee possible. While this coffee has been quite successful in the
Cedar Valley, a presence in an ever-growing number of communities will help to educate the
public about good coffee, and provide access to a high-quality beverage. Currently, Sidecar
Coffee Roasters market is primarily limited to coffee enthusiasts in the Cedar Valley. By
expanding its reach to office workers in Cedar Rapids, Sidecar Coffee Roasters could fill a niche
and reach a new audience.
The creation and operation of a coffee kiosk in the Jean Oxley Linn County Public
Service Center would alleviate the problems that both To The Rescue and Sidecar Coffee
Roasters are experiencing. The coffee company is in need of creative ways to expand its reach to
new audiences. Simultaneously, To The Rescue is in need of a supplier of coffee that can be
served at their coffee kiosk. A partnership between the two organizations would be mutually
beneficial.
In developing this proposal, communication has taken place with individuals on both
sides of the partnership. From Sidecar Coffee Roasters, Jed VanderZanden, one of the owners of
the company, has provided information about the company, its processes and values, and its
ambitions for the future. As the founder of the business, he is in charge of roasting the coffee
beans, and so has a vested interest in and great knowledge of the logistics of creating coffee.
From To The Rescue, communication has been established with Wendy Beattie, who is in
charge of the coffee kiosk project through their organization. She has applied for funding from
the state to start this project, and has done preliminary groundwork to establish how the kiosk
will function. In communicating with both of these individuals, agreements can be made that will
benefit both organizations dramatically.
Data for this proposal was gathered from interviews and discussions with both Jed
VanderZanden and Wendy Beattie. In addition, information was gathered from Harold Graham,
who will be working to build the coffee kiosk. Internet sources were also utilized, especially in
gathering information about the Jean Oxley Linn County Public Service Center and potential
materials for serving coffee. Websites include: (http://www.linncounty.org/content.asp?
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Proposal
Page_Id=1101&Dept_Id=1, http://www.totherescue.net/ia , and
http://www.webstaurantstore.com.)
There are some limitations to this project that must be considered and addressed before
moving forward. The largest of these limitations is the geographic distance between Sidecar
Coffee Roasters in Cedar Falls and the coffee kiosk at the Jean Oxley Linn County Public
Service Center in Cedar Rapids. This means that the coffee could not be delivered to the kiosk
daily, already roasted, brewed, and in carafes as would be ideal. Instead, an alternate plan must
be developed. This is certainly not insurmountable, as there are several alternatives to consider.
The most feasible alternative is that Sidecar Coffee Roasters would deliver beans that are
roasted, but not brewed, to To The Rescues main facility on a bi-weekly basis. Sidecar Coffee
Roasters could lease a coffee brewer to To The Rescue, who would employ individuals to brew
the coffee using the processes and supplies utilized by Sidecar Coffee Roasters. The coffee
company would also lease carafes to To The Rescue to ensure that their coffee is delivered and
maintained in a high-quality state. This would allow Sidecar Coffee Roasters to still maintain
their processes for coffee production, and would also provide employment opportunities for
disabled individuals through To The Rescue.
The scope of this project is quite substantial, from many perspectives. The Jean Oxley
Linn County Public Service Center employs 130 individuals. In addition to this, it houses the
county offices, where citizens must go to renew licenses, pay insurances fees, and complete
many other transactions. Because of this, a large number of people would see this coffee kiosk
and have the opportunity to purchase a beverage. Visitors to the center are given a number upon
their arrival, and they have to wait until their number is called to have their appointment. During
the time that they are waiting, these people would be able to purchase coffee to enjoy. People of
all interests, ages, ethnic groups, and socio-economic status visit this building, so the coffee
would be presented to a wide variety of people. This would be beneficial both in terms of
finances, as it would create a profit, and in terms of publicity, as it would raise awareness of both
Sidecar Coffee Roasters and To The Rescue.
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Proposal
Company Description:
One of the only coffee roasters in Iowa, Sidecar Coffee Roasters is dedicated to educating
and providing the region with high-quality coffee. Unlike many larger chain coffee producers,
Sidecar Coffee Roasters obtains raw, green beans from throughout the world, then roasts them
into the crunchy, dark beans commonly associated with coffee. This allows the coffee to have a
more distinct, specialized flavor, which sets it apart from competitors. The company is looking to
expand its business, and is currently working to open a coffee shop that serves high-quality,
locally roasted coffee, along with other products. The beans roasted by Sidecar Coffee Roasters
are also sold at numerous grocery stores in the region, including Hy-Vee and Hansens Dairy
Market, as well as at local farmers markets and assorted restaurants.
Sidecar Coffee Roasters roasts coffee in an efficient yet specialized and detail-oriented
manner. Recently, the company expanded to purchase a roaster that can roast one hundred
pounds of coffee per hour. This allows them to produce enormous amounts of coffee for
customers. At the same time, however, the company believes that it is important for people to
know the person and the process that is creating their coffee. A significant part of the companys
mission is to educate the public about coffee, and create a coffee culture in the Cedar Valley and
beyond.
They are also passionate about using all-natural ingredients in their products. For
example, their beans are purchased from all over the world, ranging from Brazil and Columbia to
Ethiopia. These beans are purchased from farms by importers, who search regions for the best
coffee. The importers then support these farms by distributing their beans to many other
locations, including Sidecar Coffee Roasters. All of the beans that Sidecar uses in their coffee are
farm-traceable and fairtrade organic or better.
Currently, Sidecar Coffee Roasters is expanding their business to a new venture, which
will make the coffee experience readily accessible to a wide market. At the present moment,
Sidecar Coffee Roasters has a roasting space, but not a retail space. This will soon be changed,
with the opening of a Sidecar coffee shop. The coffee shop will be located on University Avenue,
very close to the campus of the University of Northern Iowa. It is scheduled to open in late
October or early November.
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Proposal
In addition to serving a variety of coffees, Sidecar Coffee Roasters coffee shop will have
a variety of food and beverage options. Wine, beer, tea, juice and eventually sparkling soda will
be offered as beverage alternatives to the traditional coffee and mixed hot beverages. Also,
Sidecar will serve food for breakfast and lunch. The coffee shop hopes to sell grilled cheese
sandwiches made of high quality bread and cheese, as well as soup, quiche, croissants and other
pastries. They are also considering offering specialty Belgian waffles that can be loaded with a
variety of ingredients ranging from fruit to bacon and cheese. The coffee shop strives to be a
place for students and community members alike to work on projects, meet up with friends, and
enjoy quality coffee.
The opening of this coffee shop is only one portion of Sidecar Coffee Roasters long-term
plan to bring high quality-coffee to the region by expanding into a wide variety of markets.
Sidecar Coffee Roasters is committed to creating and sharing delicious coffee, with a
combination of the best ingredients, attention to detail in roasting processes, and love for the art
of coffee roasting.
Methods:
In order to provide coffee for those who do not have access to it, Sidecar Coffee Roasters
is proposing the establishment of a partnership with To The Rescue. This organization has a
vested interest in creating a coffee kiosk in Cedar Rapids in order to provide employment
opportunities for disabled individuals. With recent cuts in funding for such programs, many
people are out of work. The creation of a coffee kiosk such as this would create opportunities for
these individuals to be a part of the community, learn practical skills, and earn money.
Sidecar Coffee Roasters role in this partnership would be to provide the coffee beans,
brewer, and carafe in which the coffee would be transported. Sidecar Coffee Roasters would
deliver beans that are roasted, but not brewed, to To The Rescues main facility on a bi-weekly
basis. Sidecar Coffee Roasters could lease a coffee brewer to To The Rescue, who would
employ individuals to brew the coffee using the processes and supplies utilized by Sidecar
Coffee Roasters. Sidecar would also lease carafes to To The Rescue to ensure that their coffee
is delivered and maintained in a high-quality state. The coffee would then be transported by To
The Rescue employees in these carafes from the main facility to their coffee kiosk at the Jean
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Proposal
Oxley Linn County Public Service Center. This would allow Sidecar to still maintain their
processes for coffee production, and would also provide employment opportunities for disabled
individuals through To The Rescue, who would serve the coffee at the kiosk. To The Rescue
would pay a monthly fee to use the supplies from Sidecar Coffee Roasters, as well as paying for
the coffee beans.
Timetable:
The construction of the coffee kiosk is expected to begin shortly after January 1, 2014. At
this time, lumber and supplies would be purchased to build the structure from which to sell the
coffee. To The Rescue employees would work to construct this as previously planned, with
virtually no interaction with Sidecar Coffee Roasters. The coffee kiosk is estimated to open for
operation in early March of 2014. At this time, bi-weekly delivery of coffee beans to To The
Rescue would begin. This partnership would persist indefinitely into the future, with bean
delivery continuing, and kiosk operations occurring every weekday from 8 a.m. to 5 p.m. After a
year, the profits on the coffee brewer and other equipment will be positive for Sidecar Coffee
Roasters. At this time, the contract can be re-evaluated in order to determine whether the
partnership should continue as-is or if changes should be made.
Materials, Equipment, and Personnel:
The materials and equipment needed for this project are somewhat extensive. The first
thing that needs to be obtained is the lumber and supplies necessary to build the coffee kiosk.
Since this is something that To The Rescue was already intending to do, they can budget and
plan for the creation of the coffee kiosk. However, there are more specialized pieces of
equipment that must be purchased in order to sell coffee. The details of these pieces of
equipment are subject to change based upon Sidecar Coffee Roasters preferences, but it would
be absolutely necessary to purchase a coffee brewer of some kind, as well as two coffee servers
that can keep the coffee warm. Two of these are needed so that the coffee can continue to be
replenished as it runs out in order to ensure freshness. One setup that would seem to work very
well for this situation would be a Bunn ICB-DV Infusion Coffee Brewer, with two Bunn TF 1.5
Gallon ThermoFresh Coffee Servers and one base.
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Proposal
Personnel needed for this collaboration would involve individuals from both
organizations. From Sidecar Coffee Roasters, there would need to be a delivery person whose
job it would be to take the coffee from Cedar Falls to Cedar Rapids on a bi-weekly basis. In
addition, Sidecar Coffee Roasters would remain in communication with To The Rescue to
answer any questions or handle any problems that may arise. To The Rescue would require an
individual to brew the coffee at the main facility and deliver the brewed coffee to the kiosk at the
Jean Oxley Linn County Public Service Center. At the kiosk, there would need to be one To The
Rescue staff member on hand to help train the individuals working and handle any problems
that may come up. In addition to this, there would need to be one or two disabled individuals
working at all times in order to serve the coffee. The decision of when there would be one person
working versus two would be made based upon how busy the kiosk was at certain times and on
certain days, and could be adjusted accordingly once open.
Facilities:
There are several aspects of facilities that must be taken into consideration. First, the
facilities that are needed must be planned. In addition to the actual structure of the kiosk, it will
be important to determine the availability of water and electricity, in order for the kiosk to
function effectively. However, no additional facilities are not needed at the Jean Oxley Linn
County Public Service Center, as the coffee will be brewed at To The Rescues main location.
There, the facilities needed include a kitchen area with running water and electricity, which the
facility already has. Therefore, the only facilities that must be secured are the water and electrical
availability at the kiosk location.
Another angle to consider when thinking about facilities is the potential for success at the
facility, namely the Jean Oxley Linn County Public Service Center. Since this location employs
about 130 people, there will be a sizable market. In addition to this, Linn county citizens have to
visit the center to take care of business such as renewing licenses and paying taxes. Because of
this, a wide variety of people will be in this building at different points in the month and year,
allowing the coffee kiosk to reach many individuals. Another interesting thing about the location
is that there are virtually no competitors, as there are no other places to get coffee in the building
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Proposal
or immediate area. Therefore, if people that either work at the center or are visiting the center
want coffee, the kiosk will be the obvious best choice.
Financial Information:
Cost of Equipment
Expenses for Sidecar Coffee Roasters
Price
Bunn ICB-DV Infusion Coffee Brewer
Bunn TF 1.5 Gallon ThermoFresh Server with Base
Bunn TF 1.5 Gallon ThermoFresh Server without Base
TOTAL COST
Expenses for To The Rescue
Lumber and materials for kiosk
GreenStripe Hot Cup
Sidecar Coffee Roasters coffee
Wages
TOTAL COST
Cost for To The Rescue to rent equipment
$689.00
$217.99
$196.99
$1103.98
Price
$500
$9.70/ 50 cups
$14.25/16 oz. (x2 flavors)
$150/day
$500 one time, plus $217.30 per day
*Rent is the total price, divided by 12
from Sidecar Coffee Roasters
(for months in the year), with 15%
Bunn ICB-DV Infusion Coffee Brewer
Bunn TF 1.5 Gallon ThermoFresh Server with Base
Bunn TF 1.5 Gallon ThermoFresh Server without Base
TOTAL RENT
Total Estimated Income for To The Rescue
175 cups of coffee at $2.00 apiece
Minus cost per day
TOTAL DAILY PROFIT
interest
$66/month
$21/month
$19/month
$106/month
$350/day
$217.30/day
$132.70/day
Feasibility and Expected Results:
This partnership between Sidecar Coffee Roasters and To The Rescue is quite feasible.
It is mutually beneficial, as each organization has the skills and resources to assist the other
organization in reaching their goal. The logistics of the partnership, as discussed previously, will
allow Sidecar Coffee Roasters to bring their coffee to Cedar Rapids, where To The Rescue will
brew it and serve it at a coffee kiosk in the Jean Oxley Linn County Public Service Center. The
only potential difficulty in terms of feasibility is the geographic distance between Sidecar Coffee
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Proposal
Roasters in Cedar Falls and To The Rescues coffee kiosk in Cedar Rapids. While being in the
same town would make transportation and communication easier, this is certainly a burden that
can be overcome with effective planning and dedication to success.
The expected results for this partnership are generally very positive. Once built and
operating, the coffee kiosk will provide many benefits. In terms of publicity and expansion of
reach, the kiosk will be seen by almost all of the individuals that enter the Jean Oxley Linn
County Public Service Center, whether they are employees or are taking care of business with
the county. This means that a wide pool of people will learn about both Sidecar Coffee Roasters
and To The Rescue. Then, these customers can be valuable assets for two reasons. First, they
will discuss their positive experiences with others, generating word of mouth interest about the
organizations. Second, if they liked the coffee they had, they will repurchase it in the future. This
can come either from purchasing at the coffee kiosk or from ordering coffee from Sidecar Coffee
Roasters website. In terms of financial benefits, this kiosk will allow for profits to be made that
can benefit both To The Rescue and Sidecar Coffee Roasters. Sidecar Coffee Roasters will
make money both from the sale of their coffee beans to To The Rescue and the rental of their
equipment. Simultaneously, To The Rescue will make money based on the amount of coffee
sold. With such a large pool of potential customers, it can be predicted that To The Rescue will
at least break even from their expenses, and potentially have a profit left over that can be applied
to future endeavors.
Conclusion:
In conclusion, Sidecar Coffee Roasters in Cedar Falls, Iowa is dedicated to spreading the
word about good quality coffee to the region. This is seen through their recent rapid expansion
into grocery stores, restaurants, and farmers markets, as well as the opening of their coffee shop.
The company wishes to continue this expansion by branching into the coffee kiosk business. By
partnering with To The Rescue, Sidecar Coffee Roasters will be joining a coffee kiosk for
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Proposal
which the groundwork has already been established. The logistics of this partnership involve
Sidecar Coffee Roasters delivering coffee that has yet to be brewed to the To The Rescue main
facility on a bi-weekly basis. To The Rescue employees will then brew the coffee and transport
it to the coffee kiosk in the Jean Oxley Linn County Public Service Center, where it will be
served to the many employees and visitors at the location by disabled individuals. To The
Rescue will purchase beans from Sidecar Coffee Roasters, as well as renting equipment for
brewing and serving the coffee. Significant financial gain, as well as increased awareness of both
organizations, will be gained by this mutually beneficial partnership. This joint venture between
Sidecar Coffee Roasters and To The Rescue will lead to future growth for both organizations
and improve the lives of those living in the Cedar Rapids area.
