Client Project: Competitors Anaylsis

– Competitor Analysis –

 

compet

 

A very important stage within the research for this project is to understand who the main competitors are, and conduct an analysis on:

  • Competitors Strengths

    It is incredibly important to understand the strengths of your competitors because this will allow you to see your weaknesses in certain areas such as, prices, services, convenience, inventory – and understanding this will allow you to improve these areas, by understanding how your competitors accomplish this.

  • What Are Their Weaknesses?

    Understanding the areas your competitors are weak, allows you to take advantage of that and will improve your business as a whole.

  • What Marketing Strategies Do They Use?

    Understanding how they market their business is extremely, important. analysing how successful or un-successful gives you insight into how  to better improve your marketing, and keeps you ahead of your competitors.

  • Visit Their Locations

    Visiting your competitors locations will allow you to see as a business how their experience is different to yours, how they function.

  • Look On Their Website

    One of the most important parts of my process is to look on their websites, to gain inspiration for design and usability, because if they have a website in most cases unless it has been created by an amateur some one will have gone through the same process as me to develop the most perfect website they can to represent the business they have built it for.

Resource: inc.com

 


 

– The Competitors –

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Now I had a good understanding of how I will be conduction my competitor analysis, I decided to look into within Hull we are in direct competition with. Obviously the first place I looked where the bars located within the same street of 80 day’s, but it would a pointless practice because none of the bars down princess avenue share the same business model as 80 days.

80 days is a stand alone craft beer bar down princess avenue, whilst the rest are more cafes and pubs that offer the standard service, and products, so I decided to look else where in the city, my first step was to search on the internet for “Craft Beer Bars” in Hull, and create a list of who I believe we are in direct competition with and then begin my analysis of these businesses.

Here are my findings from the first search, to see who are the top dogs in this industry and hull, and who are best search optimised in relation to “Craft Beer Bars”:

– Hull Craft Beer Bars –

  • Hop & Vine
  • Head Of Steam
  • Larkins Bar
  • The Peoples Republic
  • Furley & Co
  • The Boat House
  • Chris’ Craft Beer Emporium
  • The Board Room

 

After Researching a little more into these bars and looking online to try and find some form of web presence I noticed a few of these bars don’t even have websites, and new from my own personal experience that a few of these bars do not in anyway bare similarities to 80 days so I whittled the search down to three bars, that I knew had websites and are potential competitors in the market.


Competitor 1
– The Board Room –

 

The Board room cafe is a small craft beer bar/cafe that offers a unique experience to the people of hull, which in the same vain can say it bares resemblance to 80 days in that sense. The Board Room allows its customers to enjoy a craft beer, whilst playing a board game out of their wide selection of board games.

Strengths?

In some cases it can be argued because of the experience the Board Room offers, it gives the customer more to do once at the bar, such as playing a board game, or also offers the choice of having something to eat.

The Board Game cafe is working with Hull Pie which is a very popular business in hull, allowing people to order pies directly to the cafe.

Weaknesses?

It can be argued that their selection is not as large as the selection in 80 day’s, and also to enter the bar you have to pay for a table for a couple of hours to play a board game which is something that you do not need to do in 80 days.

Marketing Strategies? 

The Board Game Cafe uses the same technique as 80 days, using social networking to upload images and event times on Facebook and other platforms, showing off their new selection of craft beers and rarities.

Example:

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One other thing is they have a promotional video, which is a really good way of showing off the whole essence of the business, it shows the look and the feel of the place and also what they are all about in a short amount of time, here it is:

– The Website –

Home Page

I decided to when looking at the website to stay away form any unnecessary content, such as the fact they sell board games because it is irrelevant to my research.

Once on the first page of the website, I noticed instantly that it stuck to the usual large hero image, which is a common web trend at the moment. The website is only fairly basic, with five options in the navigation there is:

  • Home
  • Bar
  • Play
  • Shop

I thought it was a fairly odd choice for the about us page being named “Bar” which I think is quite misleading and before selecting the page, i felt confused as to what I was going to be entering, underneath the hero section is the video they use to market the experience to the board game cafe, social networking links, and then underneath that a selection of there board games that are up for sale.

boardgame1

Bar Page

The bar page which should be titled “About” gives a brief description of what the bar offers such as the drinks, food, and the board games, nothing really special in terms of design, it gives off a fairly bland approach at reflecting the mood and feel of the business.

boardgame2

Underneath this section comes to one of the most important parts of the website, which tells the user a little bit about the beers. Again a fairly bland approach at presenting there products, for somebody who drinks craft beer it is important to know exactly what a bar has in at the current time, so its important to include a CMS or use Facebook API to showcase exactly what beers you have in currently which is something this page doesn’t use, these are static images of beers that have been around for a while and wouldn’t really catch the interest of somebody who is into craft beer.

boardgame3

 

Client Project: Client Meeting 1 – Notes

– Client Meeting 1 – Notes –

 

questionare

 

For my first client meeting, I created a brief questioner to begin the process, and to develop an understanding from the get go of exactly what the client thinks of:

  • Their own business
  • What they think they need and want from the website
  • Who are their customer base/target audience
  • Who are their competitors

so the first port of call was to meet with the client at their business and ask the questions from the answers I needed to carry on with the process of developing this website for my client.

Here are the scans of my drafts of the questions:


After asking the questions I then went home to create a greater visual representation of my questionnaire to make it easier to read, which can be seen bellow.

clientmeeting1


 

– Reflection –

Reflecting on this piece of research, the answers that where given gave me a good idea of exactly what they think of their business but, the answers that referred to “Target Audience” and “Competitors” where fairly brief, so I will be conducting further research into these areas to develop an idea of:

  • Who the businesses competitors are and to see if they have any web presence at all to maybe gain some inspiration of how we can further better this bar in particulars website when it comes to the building process.
  • Who the target audience is and how I can build this website to fit them, but not only that this piece of research can better serve the bar itself when it comes to reaching out to the target audience not only through a website but maybe through menus, or advertising ect…and also maybe give the owners insight into who they themselves with there Aproach on Facebook can better aim their audience.

Client Project: 80 Day’s Bier Haus Analysis

analysis

–  ANALYSIS –

For one of my first pieces of research, I decided to analyse 80 days as a business and look into the details of what actually makes 80 days the business that it is. Not only will I be looking at exactly what the business does, I will also look online to see what online to see if 80 days has any online presence at all.

 


– What is 80 Day’s Bier Haus? –

80dayslogo

80 Days Bier Haus is a small bar located down princes avenue hull, the bar specialises in craft biers from around the world, changing stock ever week so it gives the customers reason to come back every week. The bar is two years old in April of this year, and is growing every more popular by the day.

Not only does 80 Day’s specialise in craft beers, they also have the largest spirit selection down the avenue, from a wide range whisky’s, Rums, Bourbons and Vodka to an even wider range of craft gin.

 


 

–  The Look and Feel –

 

I decided to take some pictures of the bar, to try and reflect on exactly what kind of look 80 day’s is going for, and to develop an idea of exactly what kind of a website I will need to create.

here are some of my pictures.

In this picture it shows off the look and feel of the bar quite well, showing off the rugged look of the wall paper. As you can see in the picture, there is a painting on the wall because 80 days is not only just a pub, but also owns an art exhibition licence so artwork is displayed throughout the year, this is something to keep in mind for when  it comes to deciding  on pages of the website.

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In this picture you can see the shelves that have all of the beer on them, as you can see it is a large variety of different world beers. Something to take note of, this shows how small the bar really is from the first picture to the second is pretty much the entire bar.

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Under the archway is an extremely detailed drawing that goes from one end of the archway to the other, drawn by a local artist. Within the drawing it has references to different beers from around the world, and really reflects what the bar is all about.

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Also some inspiration for design can be taken from the draft handles (fonts), that show off the branding for some of the beers in a more physical form. Such as the Berliner handle on the far left.

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I took this picture because for me it represents the sense of humour of the bar, “Donald Trump Assassin Fund”.

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The bar itself is incredibly small, with furniture that does not match creating quite a rough and bespoke atmosphere inside of the bar. Princess avenue is known for its bars and restaurants, but the majority of them are pretty much the same, so 80 day’s sticks out like a saw thumb.


 

–  Online Presence –

 

I decided to look into what presence the bar has online, such as Facebook, Twitter or Instagram pages. This piece of research will allow me to see what exactly 80 days will need to use the internet, what kind of things they need to get out there, this will allow me to understand what I need to incorporate into the website.

The use of social networking sites are the best way to get across to your customers, because

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80 days has got a Facebook page, and an Instagram page, so I looked into what kind of things they share on the page.

Use Of Social Networking

1. Sharing Photographs of New Beers

One very important aspect of the use of social networking for 80 days bier haus is to let your customers know every time you get a new selection of beers in.

craft

kraftnotkrap

 

2. Letting Customers Know of Any Special Events

Another thing 80 days uses Facebook and other social media is to advertise any events that are happening at the bar.


 

– Reflection –

I feel as though through this piece of research, even though I already have a good idea of what 80 Days is all about as an employee and customer I have been able to create a more refined idea of exactly what the bar is going for, both in look and needs for the internet.

Client Project: Introduction

– The Brief –

 

brief

For my project in creative futures in my final year at the hull school of art and design we have been asked to seek out a client who owns a business and develop an online presence for them to advertise, market ect… their business. All work must be documented on this blog through the research stage up to development stage.

 


 

– My Client –

80 Days Bier Haus

80dayslogo

My client for this project is 80 Day’s Bier Haus (where I work), which is a small pub/bar located down princess avenue hull. They specialise in craft beers from around the world, hence the name which is related to the film titled (Around the world in 80 days).

 

 

Facebook – 80 Days Bier Haus