Ace’s PlaceSan Francisco’s One & Only Coffee House & Bakery

for Dogs & Humans

Promotional Pitch By: Taylor Urbany

Ace’s Place

OverviewAt Ace’s Place, we love three things: dogs, people, and

coffee. Our objective is to combine these three passions into one experience that will promote a sense of community among our coffee and dog lovers of San Francisco. Our products and services will include freshly brewed coffee that we source from local as well as international roasters, all natural, in-house made dog treats, as well merchandise. The ingredients used in our dog treats will include ingredients such as peanut butter, carob, wheat, apples, chicken, fish, milk, honey and more. We will collaborate with the SF SPCA for our grand opening event, attracting animal lovers from all parts of the city to not only come out and check out their city’s newest addition, but to also support an organization we, at Ace’s Place, care about very much. We are excited to offer San Francisco a one-of-a-kind space and experience. Our customers will be able to find Ace’s Place in San Francisco’s Sunset District. Ultimately, at Ace’s Place, we love our customers, both human and four-legged friends, and will strive to provide a welcoming, positive, and safe environment that will help customers start their day off on the right foot… or paw.

Dogs People Coffee

Ace’s Place

Target MarketAt Ace’s Place, our target customer can be described simply

as: dog lover, people lover & coffee lover. Similar to the same founding principles on which Ace’s Place was created, our target market also embodies these three passions. Fortunately, San Francisco is home to many that can relate to our vision and therefore create an opportunity and an advantage for Ace’s Place.

More specifically, Ace’s Place target customer’s characteristics can be broken down as follows (Segment Explorer):

Demographics: 18 – 65 years old Men & Women Less than $20,000 to

$150,000+ Currently pursuing college

education to completed master’s degree

All ethnicities Young single to married with

children

Psychographics: LOVES dogs; likely owns a

dog People-oriented & care about

being involved in their community

Urban minded & lifestyle Prefer locally brewed coffee

vs. corporations’ brews Care about & support animal

charities Up to date on current events,

both locally & globally Interested in San Francisco’s

culture – nightlife, new restaurants, music events, art, etc.

Tech savvy

Ace’s Place

SWOTAce’s Place

Strengths• Natural ingredients

used for dog treats• One-of-a-kind!• Fresh, brew bar coffee• Located near off leash

dog parks• Community oriented• PASSIONATE!

Weaknesses• Limited selection of

food products• Mainly targeting dog

lovers; excluding others

• Many coffee shops in San Francisco

• Do not roast our own coffee

Opportunities• Niche market• Collaborations• Many people like to

spoil their dogs• Wide range of

potential target customers

• Few dog friendly coffee shops in Sunset District

Threats• Health code standards• Aggressive breeds• Sourcing coffee• Competition

CompetitionThree Dog BakeryEstablished in 1989 as the first dog bakery, Three Dog Bakery specializes in offering baked treats for dogs. The baked goods are made from all natural ingredients to help promote dogs’ health and increase energy. Three Dog Bakery has over 30 locations, a successful online business, and even offers dog merchandise, such as leashes and toys (Three Dog Bakery).

Java Beach CaféLocated in San Francisco’s Sunset District, Java Beach Café has many positive reviews regarding its overall atmosphere, service and products, as well as being dog friendly (Java Beach Café). Java Beach Café, locally owned and operated is located near the coast opened in 1993 and continues to draw in a crowd on a consistent basis (Quan).

Ritual Coffee RoastersWith its flagship store located on Valencia Street in San Francisco’s Mission District, Ritual Coffee Roasters is one of San Francisco’s pioneers in roasting locally. Ritual Coffee Roasters opened for business in 2005. The roasting company offers not only locally roasted coffee, but also sources internationally, has 3 other locations, and an online store. Ritual Coffee has consistent, high reviews from customers according to Yelp.com (Ritual Coffee Roasters – Mission – San Francisco, CA). The coffee company does not offer outdoor seating at this location, nor is it dog friendly (Ritual Coffee Roasters).

Ace’s Place

Press Kit

Includes:◦Letter of Introduction◦Press Release◦Business Card◦Advertisements◦Event & Invitation◦Promotional Tool◦Publicity Tool & Photos◦Menu & Merchandise

Ace’s Place

Letter of Introduction To: Anna RothFood & Drink EditorSF Weekly225 Bush St. 17th FloorSan Francisco, CA 94104 Dear Ms. Anna Roth, Hello, my name is Taylor Urbany. I am the proud owner of Ace’s Place, a brand new, one-of-a-kind coffee house and bakery catering to both humans and their four legged, furry friends. I am a dog owner and lover of all dogs. I love taking my dog with me many places I go. One of my favorite places to go is a coffee shop. However, my dog, Ace, has unfortunately never been able to come. I wanted to create an atmosphere and space that is dog friendly, promotes community, and of course, offers quality coffee. At Ace’s Place, our objective is to create a community-oriented atmosphere for coffee connoisseurs and dog lovers of San Francisco. Our customers can expect a quality coffee selection of local and imported roasts, while their dogs are spoiled by our all natural, in-house made dog treats. 

Ace’s Place will be located in San Francisco’s Sunset District. Here, we aim to attract the eclectic mix of college students, young professionals, tourists, and locals of the city. Our customer not only loves coffee, but also loves dogs, and the community that dog lovers share among one another. There is no other business in San Francisco that caters to both humans and canines. Therefore, we believe Ace’s Place will be a prime location for the dog lovers of the city. We plan to attract our customers to this one-of-a-kind business by proudly partnering with the SF SPCA for our grand opening event. Ace’s Place will be hosting the SF SPCA’s “Fall Into Love” adoption and donation event. Many loving animals in need of a good home will be on site for adoption, along with informational opportunities on how customers can get involved with the SF SPCA. Ace’s Place will also be donating $1 of every purchase made during the event to the SF SPCA. Lastly, we will offer free, exclusive giveaways to our guests. 

I am excited to invite you to the grand opening event, taking place on Saturday, September 28, 2013. The event will be taking place at Ace’s Place, located at 3960 Irving Street in San Francisco’s Sunset District. The event will be taking place all day, from 6AM until 3PM.  Please RSVP by Wednesday, September 25th. If you have any further questions please do not hesitate to contact me. From all of us at Ace’s Place, furry friends included, we look forward to having you! Cheers,Taylor Urbany

PRESS RELEASE

FOR IMMEDIATE RELEASE

To: Anna Roth             Release Date: 09/20/2013

Food& Drink Editor – SF Weekly225 Bush St. 17th FloorSan Francisco, CA 94104

 ACE’S PLACE HOSTS SF SPCA “FALL INTO LOVE” EVENT!

 GRAND OPENING EVENT! Ace’s Place – 3960 Irving Street, San Francisco, CA – is San Francisco’s one and only coffee house and bakery for dogs and humans. Ace’s Place opens its doors on Saturday, September 28, 2013. We offer a selection of locally and imported freshly brewed coffee and all natural, in-house made dog treats. The grand opening event will be taking place all day, 6AM – 3PM. We are excited and honored to be partnering with the SF SPCA for our grand opening event. Ace’s Place will be hosting the SF SPCA’s “Fall Into Love” adoption & donation event. There will be many loving animals on site in need of a good home along with informational opportunities on how to get involved with the SF SPCA. We will also be donating $1 of every purchase during the day of the event to the SF SPCA. And lastly, there will be FREE giveaways that you and your pup will not want to miss! This event is not only an opportunity to celebrate San Francisco’s newest addition, but also an opportunity to become informed and learn how you can make a difference in animals’ lives. At Ace’s Place, we are passionate about three things: dogs, people, and coffee. We are looking forward to creating an experience for you and your dog! Ace’s Place is located in San Francisco’s Sunset District at 3960 Irving Street. Contact us by phone, (415) 656 – 5334 and visit our website, www.acesplace.com. You can find additional information on our grand opening event with the SF SPCA on our website and the SF SPCA’s website, www.sfspca.org. We will be open daily from 6AM – 3PM. We look forward to putting a smile on your face and a wag in your pup’s tail!

Business CardAce’s Place

AdvertisingObjectives:

◦Affective Strategies◦Consistent image & color scheme

Promotional Strategy:◦Billboard◦Magazine◦Newspaper◦Coupons◦Social Media◦Partnerships

Ace’s Place

◦Word of mouth

◦Dog parks◦Animal

Hospitals◦Grand

Opening Event*The following slides represent 3 examples of advertisements:

1) Billboard, 2) Newspaper, 3) Magazine

Ace’s Place Address3960 Irving Street

San Francisco, CA 94122 

Phone415.656.5334

 Hours

6AM – 3PM Daily 

Onlineacesplace.com

Dogs People Coffee

San Francisco’s One & OnlyCoffee House & Bakery for Dogs & Humans

Ace’s Place

Ace’s Place

Newspaper

Ace’s Place

Magazine

Event Invitation• When: September 28, 2013• Where: Ace’s Place• Time: All Day! 6AM – 3PM• What’s Happening:• Hosting SF SPCA’s “Fall Into

Love” adoption & donation event

• $1 from every purchase will be donated to SF SPCA

• Giveaways!

Ace’s Place

Event Invitation: Front

Event Invitation: Back

Receive a FREE, small cup of coffee with any purchase from our selection of all natural dog treats!

3960 Irving Street . San Francisco415.656.5334 . acesplace.com

6AM – 3PM Daily

Ace’s Place

Promotional Tool

Publicity: Meet the OwnerDog lover at heart. People person by nature. Self-proclaimed coffee connoisseur.

Taylor Urbany, founder and creator of Ace’s Place created San Francisco’s one-and-only coffee shop and dog bakery for humans and dogs based off of her three passions: dogs, people, and coffee. She wanted to combine these three passions into an experience she could share with others. As a dog owner, Taylor loves sharing her time with her furry companion, Ace. Knowing that she was not alone, she wanted to create an environment that promoted the relationship between dogs and their humans, and the community dog lovers share with one another. Ace’s Place, located in San Francisco’s Sunset District, is a place for dogs and their humans to come, enjoy local & imported, freshly brewed coffee (for the humans) and all natural, in-house made treats (for the dogs).

Taylor grew up working in her family’s business in Santa Cruz, California. She earned a degree focused on Business & Marketing from the Fashion Institute of Design & Merchandising. With her skill set and education, and encouragement and inspiration from her family, she was motivated to pursue her dreams of owning her own business. What’s that saying? “Love what you do, and you’ll never have to work a day in your life.” Well, that is exactly what Taylor has pursued. Ace’s Place was founded off of love, love for dogs, people, and coffee. If you share a similar passion, then you will love Ace’s Place. Bring your friends, human & canine, and experience your city’s first coffee shop and dog bakery tailored for both people and dogs. The unique, intimate, and friendly atmosphere will have you excited to come back for more, and your dog’s tail wagging in satisfaction. Come check out your city’s newest addition, located at 3960 Irving Street in San Francisco. Or visit Ace’s Place online, www.acesplace.com.

Publicity PhotosAce’s Place

Menu & MerchandiseCoffee Selection

We source our coffee beans from local roasters, such as Santa Cruz & San Francisco based roasters, as well as international roasters.

 Santa Cruz® Dark

Ace’s Smooth FrenchSanta Cruz® Full City

Las Delicias, Columbian RoastEl Pajal, Guatemalan Roast

Full espresso bar & drink options  

Dog TreatsAll treat are baked in-house, made with all-natural ingredients such as:

Peanut Butter, Carob, Canola Oil, Wheat, Apples, Eggs, Milk, Honey, Vanilla, Chicken, Fish & More! And of course love!

 Bones � Cookies � Donuts � Bagels � Cupcakes � Cakes

*Prices: Can be purchased individually, a combination box, or customer ordered

  

MerchandiseTake a piece of Ace’s Place home with you! $1 of every merchandise

purchase is donated to the SF SPCA! 

Coffee MugT-Shirts

ToysBiodegradable Dog Waste Bags

Ace’s Place

All Natural Dog Treats:The Ingredients

Ace’s Place

Merchandise PhotosAce’s Place

Thank You!

Questions?Comments?

Contact Information:taylor@acesplace.com

(415) 656 – 5334acesplace.com

Ace’s Place

Facebook.com/AcesPlaceSF@AcesPl

aceSF

SourcesCheryin, Quan. "Java Beach Cafe." Javabeachsf.com. Java Beach Cafe, 2013. Web. 30

July 2013.

"Java Beach Cafe." Yelp.com. Yelp Inc., 2013. Web. 30 July 2013.

"Ritual Coffee Roasters." Ritualroasters.com. Ritual Roasters, 2013. Web. 14 Sept.

2013.

"Ritual Coffee Roasters - Mission - San Francisco, CA." Yelp.com. Yelp Inc., 2013.

Web. 14 Sept. 2013.

"Segment Explorer." Nielsen PRIZM. The Nielsen Company, 2013. Web. 30 July 2013.

"Three Dog Bakery." Threedog.com. Three Dog Bakery, 2013. Web. 30 July 2013.

Ace’s Place