The Apothecary Business Plan

Into the Medicine Cabinet; The Apothecary

Into the Medicine Cabinet; The Apothecary. Kennesaw’s First Speakeasy Cameron Banissi Joelle Davis Neal Caldwell Jennifer Gillette Trenten Youssi

Kennesaw State University

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INTRODUCTION It was Saturday night, and Greg was still blabbing on and on about how he could have closed the deal with the girl. Everything would have been fine, if only the boisterous group of guys hadn't stormed into Marlow's, scaring away the girl of his dreams. Tim stopped listening a while ago, but he continued to nod and shake at prompt times. Finally, they looked at each other, shrugged, and grabbed their jackets off the back of their stools.

They all got in the car, with Greg hopping into the driver's seat and waited for the others to buckle up. It was only midnight and they felt like the night was ending way too early, but alas, they began to head home. Suddenly, Tim questioned the other two guys if they knew what was going on at the side of the strip mall. Greg pulls up to the stop sign and everyone in the car gazed over to their left. They see an ordinary flower shop that was apparently the place to be, with a line of fancy people walking up to a side door. They would stand at the door for a few moments, and when the door opened up, they were let in group by group. While they were all mutually curious and stumped as to what was happening, two girls casually walked in front of their cars and towards the side door. Greg threw the car into park, mumbled something about "girl of his dreams�, and got out to follow them. Tim and Greg hop out and walk a few paces behind. As they reached the side of the building the door opened, scooped the two girls inside, and shut with a thud. Greg brought his fist up to knock on the door - what could be the harm?

A slit on the door slid open and two solemn eyes greeted them. "What's the password?" the voice beckons. Dumbfounded and clueless, it slid closed before they murmured an answer.

Standing around the entrance for a minute, a classmate of Greg strolled up behind them. After exchanging greetings, the three asked Chris, if he had any idea how to get inside. Chris promptly knocked on the door, and the two eyes reappeared.

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“What's the password?"

“Penicillin.”

The eye slot closed and the whole door swung open. The boys shuffled inside. Greg and Tim stared around the room which looked like a dream. Soft singing coming from a girl in the back, a man at the bar chipped ice as he filled a patron’s glass, and groups of friends sat in the lounge area smoking cigars. After a moment, the hostess ended their trance and said, "Welcome to The Apothecary." They all look at each other smiling, each knowing they have stumbled upon something good; their Saturday night had just begun.

MISSION STATEMENT “It is the mission of The Apothecary to deliver a journey to an era long forgotten; a time when people in strife were driven into acts of secrecy to evade their oppression. We seek to provide a conduit for our patrons to use their imagination and relive this escape. ”

MARKETING MIX PRODUCT The Apothecary is a brand new lounge with the look and feel of an authentic Prohibitionera bar complete with an inconspicuous entrance hidden from the common passer-by. To pass through one must obtain the correct password. This speakeasy is a sure match for anyone with an eye for vintage class. The Apothecary features its own custom line of cocktails and shooters, employees clad in the fashion of the Roaring Twenties, and a mood-setting atmosphere of an age that this modern time cannot compare to. Created as a response to the emergence of speakeasy

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style bars popping up all over the country, The Apothecary's designers have been determined to make sure that the lounge stands out not only from its surrounding bars in Kennesaw, but the other speakeasies surrounding the region entirely. Its design pulls inspiration from many historical sources - not just 1920's bars, but also aspects from the lifestyles of the day.

Beginning with the exterior, the front of the building in which The Apothecary is held is actually a facade of a floral shop named “Carrie’s Floral Arrangements”. This faux store is owned by the founders of The Apothecary, features fake flowers, and is always closed. The purpose of “Carrie’s Floral Arrangements”(if it were truly the era of Prohibition) would be to throw off the fact that there were actually a bar residing within. Since in modern time alcohol is actually legal, “Carrie’s” just serves as a fun decorative addition to the theme of The Apothecary being so secretive. The actual entrance to The Apothecary lies discreetly on the side of the same building. The door is simple, with the exception of a sliding eye slot in which the bouncer inquires patrons for the designated password for the evening.

Inside, The Apothecary features deep mahogany floors, maroon walls, oriental rugs, and antique decor such as old lamps, books, and even a decorative antique cash register. The drink menus are printed onto seemingly aged and worn paper with oak covers. The lights, chandeliers and wall lanterns, are tinted relatively low. Only a single bright light exists, the spotlight which is fixed directly onto one of The Apothecary's many unique features: the performer. It is one of the most exciting showcases for the creators of The Apothecary to present various traditional jazz and piano performers to its consumers. Every Wednesday through Sunday, a talented musician specializing in tunes of the 1920s through the 1940s will emerge from behind the stage curtains and perform as well as interact and entertain guests. Songs will carry the tone of musicians such as Billie Holiday, Peggy Lee, the Glenn Miller Band, and The Andrew Sisters.

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During the times which performers are not on the stage, the speakers will be tuned to big band, swing, and jazz hits from the era.

As a perfect complement to its aesthetic attributes, The Apothecary's "Remedies" and "Elixirs" (which are cocktails and shooters respectively) are a must-have. The bar is proud to feature a wonderful variety of these custom mixed drinks, and promises satisfaction and quality.

Following the cocktails and shooters will be the extensive "Draught" list, which of course features a variety of beer. The founders of The Apothecary were very insistent on carrying the best of domestic micro-breweries, as well as many harder-to-obtain international brews. For instance, some of the beers featured at the bar will include Brooklyn Lager (Brooklyn Brewery), Vanilla Gorilla (Atlanta Brewing Company), Mama's Little Yella Pilsner (Oskar Blues), König Ludwig Weiss (König Ludwig International), and more which can be found on the attached menu sample. The Apothecary will also carry a small selection of appetizers and tapas food to go alongside beverages.

One of the most important attributes of a lounge such as The Apothecary is the ability to maintain elegance in the atmosphere. This strongly includes the behavior of the patrons, because the environment of an establishment heavily depends on them. The vision is to be a niche for customers to enjoy a night of charm. The key to achieving this is to enforce a set of behavioral policies, and to stand by them. In fact, these were heavily implemented in real speakeasies of the Prohibition era, and are still present in many of today’s mock speakeasies across the nation.

Simply put, these ground rules include the following: 1

Please speak easy (Keep it down).

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Dress code strictly enforced:

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No ripped up jeans

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No baseball or fitted caps

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No flip flops or athletic shoes

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Ladies: keep it classy, this is not a brothel

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Gentlemen: must wear collared shirts.

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No cell phones at the bar.

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No standing at the bar.

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No belligerence: If you can’t handle your liquor, we will gladly call you a cab.

It is important to ensure The Apothecary remains a place worthy of the ideal consumer: a person of class and taste. Implementing these subtle rules is an attempt at maintaining the pleasant and enjoyable atmosphere that is offered to these individuals.

By visiting The Apothecary, consumers are inviting themselves to experience a night of charm and delight, as well as an escape from the surrounding environment. The lounge offers a unique getaway in a comforting location, and serves some of the most delightful beverages offered in Kennesaw. The Apothecary prides itself in delivering perfection, and providing incentives to customers to ensure they will want to return.

PRICE The Apothecary will offer free admission to anyone who is twenty one or older. The drinks offered are competitively priced, featuring: · Domestic beers between $3.00 to $4.00 · Imported beers between $4.00 to $5.00

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· Red and white wine between $6.00 to $9.00 · Cocktails and shooters for a flat rate of $8.00 · Appetizers and tapas items between $4.00 to $10.00

These competitive prices were chosen to attract the target market (primarily college students) and to ensure returning patrons. Due to The Apothecary’s price simplicity, customers will not be overwhelmed with many varying prices, and they might also be encouraged to try new drinks on the menu. * For a more detailed look into the products and prices, please view the attached menu found in the “Appendix” section.

PLACE The Apothecary is located at 747 Chastain Road, Kennesaw, GA 30144. It is conveniently located near Kennesaw State University and between the two major interstates, 75 and 575. It is in the same shopping center as Marlow’s Tavern, Yellowtail Sushi, and Massage Envy, directly opposite of Marlow’s Tavern.

The distribution channel is ground shipping via truck. The Apothecary acquires its primary food and alcohol supplies from Restaurant Depot, a local supplier to restaurants and bars in the greater Atlanta area. The products are directly distributed to the final consumer.

PROMOTION

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To promote the new speakeasy, The Apothecary will initially hold a grand opening night in which friends and family will receive invitations. To get the word out, invitees will be asked to bring up to five additional guests. Also, from “Liking” the Facebook page, fans will be entered into a raffle in which ten individuals will be allowed entrance. In addition, shortly before opening, The Apothecary brand mark will be placed all around Kennesaw’s campus and the surrounding areas. This entices curiosity about the “Mysterious A” and a wonder of what it is all about. There will be a QR code in the corner of the mark that can be scanned by tech savvy individuals that will link them directly to the Facebook page. In addition to this, there will be a 1920’s inspired newspaper boy handing out flyers on campus to spread the word about the Grand Opening.

Once a sufficient size of the target market has been reached, the lounge will be decorated with newspaper articles warning about the threat of Prohibition. Therefore, the customers will be aware that soon a password will be necessary to enter. In addition, a message will be sent via social media and the other promotion channels stating, “Prohibition is about to be passed, so come now while you can!” Once the password is in effect, patrons may acquire it from the Facebook page raffle, entering in different challenges put on Facebook, or simply asking the friendly mixologists. Whoever is chosen will receive the password, and he or she can spread it to his or her friends.

The marketing channels that have been chosen are newspaper, internet, and outdoor.

These channels were chosen because they are cost effective, and are able to stay in range of the target market. Advertisements will be put in The Sentinel and other newspapers in Kennesaw.

Mass email and the social media site will also be utilized to spread the word. Facebook and Twitter are great ways to promote, because as soon as one person likes the page, his or her

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friends will see it and will check out the page as well. Outdoor was chosen as well because it helps to engage with the customers directly. Television, radio, and magazine were not chosen because they are far too expensive and they have a coverage that is far too broad for the purposes for The Apothecary.

TARGET MARKET ANALYSIS

The Apothecary’s target market will include, but is not limited to, college students and young adults primarily in the North Cobb/Cherokee County area. This market was chosen due to do the nightlife demand present in this rapidly expanding university and its surrounding environment. While nightlife venues exist in the area, there are not any with the smooth, "lowlight" atmosphere and location The Apothecary offers. Demographically, age is important considering the Apothecary’s customers must be at least twenty one years of age to enter the bar.

Other demographic segmentations being considered are young professionals within the ages of twenty one and forty. Individuals with an interest in going out and having a drink, attitudes and tastes to think the concept is appealing, and values that suggest drinking is not immoral are the psychographic segmentation variables. Behavioral segmentations focus on people who would not mind enjoying The Apothecary any day of the week, how sensitive they are to prices, and those who prefer quality. Finally, students and other residents living in the general Kennesaw area make up the geographic segmentation variable for the Apothecary’s target market.

DIFFERENTIAL ADVANTAGE

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The difference between The Apothecary and Kennesaw’s normal bars is quite extensive.

It begins at the door. In a normal bar, patrons walk right in and make themselves comfortable at the bar or a booth. However, to even get inside The Apothecary, one must put forth additional effort, beginning with the appropriate attire. This is a speakeasy, an undisclosed slice of the 1920s. Men and women are required to wear appropriate clothing, creating an atmosphere of imagination and experience, unlike other bars where there are typically none of these elements.

Second, one has to know how to gain entry into The Apothecary. Normal bars are open and inviting, completely uncharacteristic of Prohibition era speakeasies. The Apothecary will require a password, and also have a hidden entrance. This again adds to the imagination and genuine feel of the speakeasy, separating itself even more from the norm of sports bars and billiard clubs.

When people walk inside, it should be a blast from the past; everyone in sight will be a snapshot of history. It will paint a picture unlike any other bar in the area: The bartender chipping away ice; the singer in the corner playing a presumed nostalgic hymn; and the crowd puffing on cigars and enjoying their drinks.

When it comes to getting settled and ordering a drink, one is offered a menu that has an old fashion feel, a wooden binder with worn paper. Unlike a typical menu, this one describes what is expected of the customer and the bar, furthering the experience of the speakeasy. The drink selection will be extensive, a wide variety of the era, and if the customer is unsure of what to get, he or she can have a professional mixologist put something together to match his or her taste. Also, satisfaction is guaranteed so if the drink is not to standards, it will be corrected.

The advantage of The Apothecary over the typical bar is: exclusivity, imaginative environment, live music, a mixed crowd, extensive drink selection, and an experience not found anywhere else in Kennesaw.

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SWOT ANALYSIS STRENGTHS™ The Apothecary has an incredible, appealing atmosphere for the mature students and older adults as well. The bars dim lighting, antique furniture and vintage decor, meet to make the customer feel as though they have been immersed into the twenties. All bartenders, cocktail waitresses, and security will be outfitted head to toe in twenties apparel. In addition to the décor, and outfits of the employees, there will be live music from the Roaring Twenties, all the way the Great Romantic War Years. The performers will also follow with the twenties theme and perform accordingly. The stage allows customers to engage in special competitions such as, costume contests or open mic night.

Another perk that comes with the theme of The Apothecary is the feeling of exclusivity.

The fact is anyone can get in as long as he or she knows the password. Therefore, when a patron knows how to get in, it gives him or her special access. Everyone enjoys feeling exclusive and with The Apothecary, having the password gives the opportunity to enter an escape from the surrounding city and typical modern scenery.

Apart from the amazing atmosphere, The Apothecary has an extensive beer, wine, and cocktail selection. All drinks are made by mixologists who have been professionally trained.

Therefore, the quality of the bar’s mixed drinks is of a prestigious level. Regarding price, all drinks have a fixed cost, and are guaranteed satisfaction. If a customer is not happy with his or her drink, it will gladly be taken back and replaced with something satisfying free of charge. The prices are competitive and The Apothecary has gone the extra mile to ensure satisfaction.

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WEAKNESSES The idea of opening a new speakeasy has its weaknesses. The main weakness is the visibility, or lack thereof, of the venue. The whole point of a speakeasy is to be somewhat of a secret, so the Apothecary will not be getting any attention from the outside (unless there is a long line of people waiting to enter). Another weakness to consider is limited floor space, bar space, and tables. The Apothecary does not want customers standing at the bar area so only a certain number of people may be admitted, which could possibly have a negative effect on revenue.

However, maintaining the exclusive and high-end atmosphere is crucial to keeping the customers happy. Maintaining a high-end atmosphere, The Apothecary will enforce a dress code. This could lead to turning away potential customers but by sustaining our theme, The Apothecary can build customer loyalty within the target market. Finally, some may choose to smoke a cigar while enjoying their beverage, consequentially the air will be a bit smoky. Although a large investment will be made towards an efficient air ventilation system, there is only so much that can be done about smoke.

OPPORTUNITIES There are a variety of situations present in the external environment of which can be taken advantage. Based on the differential advantage of Kennesaw's other nightclubs and the aspects they do not offer, The Apothecary’s unique attributes will be desired. This college town delivers standard college nightlife: sports bars, pizza bars, and clubs with mechanical bulls.

While these obviously may satisfy a large portion of students who are looking to alleviate some stress, another group of students would simply prefer to go somewhere quiet and classy to have a cocktail or a less generic beer. Aside from students, there are also young professionals and other

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residents who consider the majority of Kennesaw’s bars unappealing and repetitive. These individuals appreciate the calm and tasteful characteristics of The Apothecary when they would like to go out for a drink. Kennesaw does not have a significant number of upscale lounges that are open after-hours for this market of consumers, and therefore, a present opportunity would be the chance to penetrate this market with an elegant and classy location that retains hip and stylish attributes. The Apothecary possesses the charm required for patrons, old and young, students and professionals, to come together and enjoy its peaceful, but swanky, environment.

In Buckhead, there is Atlanta's only other speakeasy, Prohibition. It is important to focus on the opportunity's given to The Apothecary in relation to its competitor. According to Google Maps, Prohibition is located 20.7 miles from Kennesaw, Georgia. This distance presents itself as an opportunity for The Apothecary to provide a similar experience at a more convenient location to Kennesaw residents. The Apothecary also has the opportunity to be the first speakeasy in Atlanta with live music.

Speakeasies are a growing trend and are popping up all over the nation. Already, a handful of speakeasies exist in New York City alone, with even more set in cities such as Chicago, Seattle, San Francisco, Savannah, Washington, D.C., and Los Angeles. Across America, "bars are turning the lights down, welcoming select patrons, and insisting that everyone do speak easy" ("The Return of the Speakeasy", TheDailyBest.com). Though it may not be the first in Atlanta, The Apothecary is following this trend to bring the exciting experience of a speakeasy to a new crowd.

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THREATS The primary threats for any new business are the legal issues involved. There are many more liabilities and concerns held by the owner of any establishment where alcohol is the primary profit driver. One set of laws that must be addressed are as “Dram Shop Laws”; these laws hold a bar, server, bartender, or other employees personally responsible for damages done by an intoxicated person who was served alcohol at the restaurant or bar. The law is written to say that a server in not allowed to continue to serve a customer alcohol if they are “visibly intoxicated”. For example, if a man is drinking at a bar and is beginning to display drunken attitudes, by law, he is to be refused further alcohol sales. If he is served additional alcohol and the man ends up involved in an accident via drunk driving, the bar and/or the employee who served him is liable for all damages. This set of laws also prohibits the sale of alcoholic beverages to persons under the age of twenty one, and bears strong punishments if broken.

Other laws that one must understand and abided by are state, county, and municipal zoning laws. A zoning law dictates specifically what type of structure is allowed to be constructed on a specific plot of land, and for what that structure is allowed to be used. In Georgia, zoning laws are handled by local governments directly. If the location of the prospective business happens to be under a zoning that is not conducive to alcohol sales, the business owner may request a change in the property’s zoning. The application for Rezoning in Cobb County can be found on the county’s government website.

Licensing is required for any business. It is expensive, and it must be done with great precision and due care, otherwise the business will not be able to conduct itself within the bounds of law. The City of Kennesaw’s website states, “Any individual, partnership, corporation

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or entity which engages in any activity with the object of gain, profit, benefit or advantage in the city limits of Kennesaw is considered to be engaged in business and must obtain a Business License/Occupational Tax Certificate for each location in the city limits of Kennesaw prior to starting business.” Any new venture in Kennesaw must apply for a business license before any business can be conducted, and the license must be renewed every year by March 31 st. A penalty fee is applied to any late payments.

After all of the legal battles are fought, and all fees, taxes, and other payments are completed, the next threat rears its head; competitors. The direct competitor for The Apothecary is going to be Prohibition Atlanta. The main concern with this other business is going to be their brand name recognition, and the established customer base. For those who are already aware of the modern speakeasy, Prohibition is the litmus test by which all other speakeasies are compared.

They have locations all over the country in major population centers. A major threat to The Apothecary is that it is competing for the same dollar as Prohibition.

There are other classifications of competition for Apothecary in the Kennesaw area. The standard sports bar is a concern; however there are other clubs and bars that have a similar target market and can take business away from The Apothecary and dilute the target market. Electric Cowboys, Marlow’s Tavern, and Rays Pizza are some of these locations. Even though the atmospheres of these places are vastly different from The Apothecary, they are some of the few bars in Kennesaw that specifically market to the students of Kennesaw State. Students are primarily attracted to these locations due to their relative close proximity to KSU, and the fact that it is “Somewhere to go.” The combination of Prohibition using a very similar business model, and clubs like Electric Cowboys overlapping The Apothecary’s target market create a serious threat that must be addressed when running this business.

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CONCLUSION In conclusion, The Apothecary strives for only the best. The unique theme and the conduit for escape allow for a distinct competitive advantage. With a guarantee of specialized and quality service to each of The Apothecary’s patrons, Kennesaw’s first speakeasy is sure to be a success.

Into the Medicine Cabinet; The Apothecary

APPENDIX

· LOGO ·

· BRAND MARK ·

· 3-D DESIGN CONCEPT ·

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An exterior shot of Carrie’s Floral Arrangements as well as the actual entrance to The Apothecary.

Full shot including the bar, pool table, and entrance.

Area to the right of the stage including art nouveau deco sofa and stage.

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Private corner with a romantic couch and coffee table setting.

Neighboring dartboard for the competitive patron. The two restrooms are located in the back corner, as seen.

The seating arranged center and left of the stage for patrons to enjoy their drinks, tapas, and of course, the show.

For this photo, the lounge’s main wall has been dropped to show the kitchen (left side), and the performer’s parlor (right side, corner). The performer’s room is complete with wardrobe, vanity desk, and couch for resting between sets. A small door and hallway leads from the room to the stage curtain. Additionally, the performed enters and exits the room using the short stairs through the kitchen.

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Aerial view of The Apothecary and Carrie’s Floral Arrangements

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❖FOOD & DRINK MENU ❖

Page Two

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REFERENCES 1

Grimes, William. Jan. 2009. "Bar? What Bar?". The New York Times. Retrieved on 24 Oct. 2012, from http://www.nytimes.com/2009/06/03/dining/03speak.html?pagewanted=all

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Paulus, Rick. 26 Nov. 2012. "The Illegal Years of the Del Monte." KCet.com. Retrieved on 27 Nov. 201 from http://www.kcet.org/socal/food/the-nosh/del-monte-townhouse-speakeasy-venice.html

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Kessler, John. 15 Nov 2012. "Knock Knock: Speakeasy Drinking and Dining." AJC. Access Atlanta.

Retrieved on 24 Nov 2012 from http://blogs.ajc.com/food-and-more/2012/11/15/knock-knockspeakeasy-drinking-and-dining/?cxntfid=blogs_food_and_more.

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Menu Sources:

a

Armenti, Laraine. 9 Jan. 2009. Meal Sketch. Photograph. Food Sketches. LaraineArmenti.com.

Retrieved on 10 Nov. 2012 from http://www.larainearmenti.com.

b

Buettner, Fred. 19 Apr. 2009.Beer Mug Outlined. Photograph. Clker. Rolera LLC. Retrieved on 15 Nov. 2012 from http://www.clker.com/clipart-beer-mug-outlined.html.

c

Thomas, Jerlyn. 18 Apr. 2009. Wine Glass Sketch. Photograph. Illustrations. Design Lady NYC. Retrieved on 15 Nov. 2012 from http://designladynyc.com/2009/04/18/illustrations/.

d

Potion Bottle Sketch. 2009. Photograph. Neopoints. Retrieved on 15 Nov. 2012 from http://neopoints.in/wp-content/uploads/2011/08/pot_peophin_sketch.gif.

e

Various Contributors. "Cocktail & Shooter Recipes." DrinkerMixer.com. Retrieved on. 20 Nov. 2012 from http://www.drinkmixer.com.

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Cobb County Government. (n.d.). Cobb County Government. Retrieved December 4, 2012, from http://comdev.cobbcountyga.gov/zoning.htm

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Georgia Dram Shop Laws | Atlanta Dram Shop Attorney | Dramshop Liability in GA. (n.d.). Atlanta Injury Lawyer - Atlanta, Georgia Accident Attorney - Atlanta, GA Personal Injury Lawyer. Retrieved November 28, 2012, from http://www.robertnkatz.com/lawyer-attorney-1871177.html

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Legal Issues of Starting a Bar. (n.d.).How to Start a Bar Business | The Internet's Number one "How to Guide". Retrieved November 28, 2012, from http://www.openingabarguide.com/legal-issues/26legal-issues-of-starting-a-bar

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Zoning 101: Basic Georgia Zoning Law - FindLaw. (n.d.). Corporate Counsel - FindLaw. Retrieved December 4, 2012, from http://corporate.findlaw.com/litigation-disputes/zoning-101-basic-georgiazoning-law.html