Beyond the Bean

Case Solution

Elizabeth M.A. Grasby, David House
Ivey Publishing ()

A young entrepreneur prepares the marketing portion of a business plan to start a board game cafe and has to finalize the plan in a week so he can discuss it with his business partner. The marketing plan should include a recommendation for a target market and detailed plans for advertising, pricing, and product offerings. Partners have allocated a $ 6,000 advertising budget to gain exposure and attract customers to the cafe.

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