A Community of Hookah Smokers and the Local Environment - Essay Example

College: Hookah Bar Part My concept is to establish a hookah bar which will offer a different mature destination to hookah barsfrequented by mostly college-age customers. The initial establishment will be in Denver with an endeavor to franchise this initial venture in other locations in the future. The location provides a good customer base of Middle Eastern customers and customers over the age of 22. With this new venture a community of hookah smokers will be created. The business, both a product and service based creation will deal in the provision of flavored tobaccos, appetizers/ snacks(salads, pita chips, falafel) and non-alcoholic drinks such as organic coffees, organic teas and juices of both American and middle eastern origin. The bar’s objective will be to provide a serene, energetic and stimulating environment where hookah smokers together with new converts will be very comfortable (Murdick 11). The hookah lounge will have will have a special permit to consent to smoking within the bar. There will be a smoking zone in the bar (a smoke shop).the establishment will have a double line in that it will regularly commit to activities in cleaning the local environment and in occasions even give services to the elderly . The bar will have an edge over other similar competing bars due its high quality tobacco enjoyed using high quality hookah equipment, good food and drinks.in addition the bar will have a performance stage where say talks or other stage performances will be presented to entertain the crowd (Rosenberg 12). The bar will seek to increase the customer base by encouraging the in customers to come up with their own culture events at the hookah bar. This will be provided free of charge to customers frequenting the establishment. Probable exit for investors may emerge from the likely sale of the property to a bar chain seeking to expand its market base. A competitive edge will be established in the organization’s website where the organizing ability will be incorporated (Velasquez 77). The competitors in the hookah bars even though indirect may be the coffee shops, bars dealing in alcohol and shops selling tobacco. But in this bar there is a competitive advantage as the tobacco is sold in pipes, and in rounds where a group can share it and receive other services of complimentary food or drink. This element is not offered in the shops just stated. The hookah bar can also have DJs or dance parties on some events to attract the more youthful target. The establishment will have regular upkeep with a plasma T.V for entertainment. The bar will also have an outdoor setting in the summer to have the customers enjoy their services and the weather as well. More focus will however be to establish the high quality in offering its compatibility to the market segments and the setup which will encourage a community driven environment. The hookah bar will have to address the need of spreading information about the lounge. To do this it will have a website with the details such as the menu on food, tobacco and drinks. The website will incorporate a brochure style demonstration with the perimeters of the location, hookah bar concept, services and contacts. The website will also have a social portal that will entail member sign up. The business will have a Facebook fan page in which the information in marketing the bar will be disseminated and to also connect with the bar members to develop event creation. There will be direct advertising focused towards promoting the website who will generate online-referrals through inviting their pals to the hookah bar and to the website. The website will also be promoted through word of mouth from the growing local customers. Direct advertising will comprise of Facebook ads, Google ads and other targeted ads. The website will ask people for decisions to plan events and to connect groups with each other (Haueisen 19). Drink prices will range from $3 for simple coffees and tea to $12 for some mock tails. Appetizers prices will range from $5 to $8 for individual servings and $12 to $25 for dishes served for groups in about 4- 6 people. Flavored tobacco served in hookah pipes will be sold for 15$ for the first round and $12 dollars for the other rounds. The bar’s launch will be characterized by a beautiful event of live music, free food and drinks. The experience will let people know of the prices of the array given to the customers. After the launch, there will be advertisement on the newspaper and the website offering promotional incentives to customers. The initial milestones will be the startup expenses in opening the establishment buying the furniture, drinks, cutlery and the grand opening event. Part 2 In Denver, the establishment will put its attention on the interested locals. The following market segmentations are for the hookah customers, the customer base is expected be those of Middle Eastern origin, their friends, those with an interest in middle –eastern culture that is those who are immigrants or have families from the Middle East. They will be interested in the hookah lounge as it gives a correlation to their origin and cultural aspects. The bar also gives a meeting base for Muslims customers who will feel less alienated as they would feel in alcohol based bars (Berenson 21). This establishment will provide a base for meeting other Middle Eastern Americans and to also provide a window for dating and friendship. This group is the most frequent users of hookah bars. College students are another group who are a target market to those wanting something different from the commonality experience in bars. The bar will attract these people with its colorful environment and its heart on group dynamics. Young urbanites with an age range of 22-35 are another market segment. This group seeking an experience angled towards the sense of community and an alternate option to places exclusive for just coffee or just alcohol. The business will grow in this location substantially as it offers the market with the gap filling experience to provide alternative recreational bar where the feeling of community sense will be felt. For the different customers using the hookah bar and utilizing the products and services provides will be the greatest deal they will have because of its quality products, ambient atmosphere and group experience. Work cited Berenson, Mark L, and David M. Levine. Basic Business Statistics: Concepts and Applications. Upper Saddle River, N.J: Prentice-Hall, 1999. Print. Haueisen, William D, and James L. Camp. Business Systems for Microcomputers: Concept, Design, and Implementation. Englewood Cliffs, N.J: Prentice-Hall, 1982. Print. Murdick, Robert G. Business Research: Concept and Practice. Scranton, Pa: International Textbook Co, 1969. Print. Rosenberg, Jerry M. Dictionary of Business and Management. New York: J. Wiley, 1993. Print. Velasquez, Manuel G. Business Ethics: Concepts and Cases. Englewood Cliffs, N.J: Prentice- Hall, 1982. Print. Read More