A Presentation On How To Build A Core Group Of Customers And Grow Your Business.

1. Silver Grill Cafe
Overcoming Challenges
1. Revamping Menu
2. Customer Relationship Management
3. Decor Redesign

2. What's Working Now?
1. 5 years of good service within the W Parmer
Lane/Millwood Environment
2. Breakfast is a favorite for most.
3. A good amount of business already going on.
4. And others.

3. What's At The Heart
● Image, Food, Community, Trust
& Taste

4. Solutions
● Long term thinking ( Goal setting after first 5
years)
● Menu revamp[ through vision & feedback
● Building a core group / Customer relationship
management
● Value delivery over time and email
● Connecting with customers & building Trust

5. Long Term Thinking
● What will be the vision for the next 5 years?
● Some Things to consider?
● What's the unique identity of Silver Grill Cafe?
● Why should people eat here? What's unique
about the place? Any unique beliefs?
● How customer-oriented is it? What input by
customers goes into menu design?

6. Menu Redesign
● What's the vision?
● How to incorporate customer feedback?
● Setting up a feedback system?
● How to get to a well-pleasing & consistent/stable
menu

7. Building A Core Group
● A customer decides the nature of the product,
and out of that we can build a core group.
● A core group of customers who without a doubt
love your offering and are repeat customers.
● How can these serve as part of a feedback pool
to grow the business.

8. Benefits Of A Core Group
1. Test new products
2. A way to share your stories---of the day, week, or
month.
3. For Advertisement: No need for advertisement
expense since you have access to an audience to get
your word out.
4. Better understanding of your customers, because
it's only in understanding your customer's need
that you can serve them well.

9. Benefits Of A Core Group (2)
5. A way to give value---job announcements,
notifications, weather updates, correct opinions,
apologies, announcements, etc.
6. A tool to organize meetings, seminars, surveys,
webinars, etc.
7. To teach lessons about some parts of the
business.

10. Email
● Email is the cheapest, easiest, and most
convenient way to reach people
● Many people open various online accounts
(facebook, twitter, instagram, etc), and all of
them can be closed at anytime.
● Because much of our lives is locked in emails,
very few people change their emails.
● Email is the home & address of today.

11. The Transaction
● Okay, let's keep it simple, you own a shop, and have people buy
from you everyday. Your transaction with your customers is
simple: they come in, buy what they want, pay you and leave.
Nothing more, nothing less.
Once the transaction is over, there's no further interaction, unless
they decide to come back to you for something else. Notice I said
"they decide." Otherwise, they are gone, the transaction is over.

12. The Transaction (2)
● Let's look at a different scenario. Let's say instead of the nameless
store/business owner, I have a relationship with you, one that's
decent and based entirely on your courteous customer service
and the value you provide me as your customer?
What if I had a relationship with you that gives me a chance to know
you more, to hear from you from time to time through email, beyond
my being in the restaurant. What if you gave me special discounts
occasionally that saved me a decent chunk of change. What if you
sent me information that makes a difference in my spending, and
helped ease my way through life

13. How-To
● Give the customer the option to share their email
with you. If not, that's fine, too.
● Sample request to get email access: We are
currently working on improving our menu
offerings to the best of our ability and to create a
way of letting our customers know ahead of time
of some of our specials/ discounts, would you
mind if we reach you by email?
Most people will say, that's fine with them.

14. Incentives
Why People Will Give You Email Access
1. Save money (Discounts & Promotions)
2. Tips and Notifications ( Useful Announcements)
3. Freebies
4. Giveaway Contests
5. Go behind the scenes---People want to know
what goes into making their food. Builds trust, and
few shops do it.

15. The Power of Email & Sharing
● Email is the most convenient way of contacting
anyone
● Almost everything is shared online now, with
every photo, email, letter, video with a sharing
link. Why not share your photos, specials, etc?
● Imagine an email from your restaurant with you
specials, photos of your menu, and others that
gets shared among friends with a simple
forward, on facebook, or via twitter.

16. The Power Of The Early Notice
● Almost every restaurant has the opportunity to
serve customers on 3 occasions in a day:
Breakfast, Lunch, and Dinner.
● Why not make it easy for people to know what
you offer with an early morning email that makes
them aware of what deals, specials, or others
that you have for the day?

17. The Power Of Email Reply
● Also make it easy for your customers to make
reservations ahead of time through email by
replying to your emails.
● For example, if you were to send out an email
with your specials, there will some of your
customers who will prefer something else. For
these people make it easy for them to send you
an email to make a reservation that's not on the
special.

18. Simple Goal Breakdown
What if we wanted to gather 10,000 emails in one
year?
Working Backwards:
With 52 weeks in a year, how many emails do we
need in a week?
10000/52 weeks = 192 emails a week

19. Simple Goal Breakdown (2)
Okay, so how many do we need in a day (this
depends on how many times you are open for in a
week)?
Let's say 5 days a week.
192/5 days= 38 emails a day!

20. Simple Goal Breakdown (3)
Yet, how many hours is your shop open for?
5 hours? 6 hours? 9 hours?
Let's say 8 hours.
38/ 8 hours = 4.8 emails, which is roughly 5 emails an
hour!
5 Emails In An Hour!

21. Uncertainty?
● Yes, that comes with all things, so even if you
come short of your goal you will still be able to
build a core group of customers who are
representative of the typical people you want to
serve.
● Upside: Is that a good investment for your
business? Also, what's the lifetime value of a
customer you have a relationship with, who buys
from you over 5 years, 10 years, 15 years?

22. Email Security Assurance
Your Email Is Safe With Us. No Spam: Only Value
Thank You.

23. Sample Email Collection Sheet
First Name Email

24. Sample Email Template
Email Title: We took some dollars off some of your favorites---Taco Mastachio, your taco and pastry shop. Enjoy.
Hello Ms. Brown,
This is Jack, your corner store taco man. I hope this finds you well. Following your permission to receive notices
of some of our discounts, this week’s discounts are in, and I wanted to let you know before I set it in motion. It
will make it easier on your pocket to enjoy your tacos and pastries.
Since you bought from us, and kindly gave us permission to let you know what good deals we have, I wanted to
let you know of this program first. It's only for people who allowed us this kind permission.
I will be giving a 10% discount on all our shrimp burritos for this week. Our taco Mastachio will also go down
with a 30% discount, and the coffees that go with our egg and bacon sandwich will also be at a 50% discount to
help you enjoy them with your favorite pastries. This is only for this week. Please feel free to stop by, or have
them delivered to your office.
We'll be rolling out new discounts on a weekly basis, as our supplies will allow. But definitely we'll keep you
informed, and make it easier for you to get through your day with savings on our products, and leave you with a
heavier pocket. We all need it.
Thanks,
Jack Mastachio,
Owner, Taco Mastachio
512-345-5689. Also, PS: Please feel free to call us or email me back for any deliveries to your office, or any
particular discount you would like.

25. Email Delivery System
● Send out emails once or twice a week (Mondays
and/or Thursdays: Beginning of week, and closing
for weekends)
● Average Email Items ( delivered in the morning):
Start with an uplifting story, deliver value, and
give notices.
● Principles to show in emails sent out: Humility,
gratitude, and service (help)

26. Email Delivery Time Frame
(Gradual Engagement)
● A new email system should aim to create an
expectation with customers over 21 emails. After
21 emails, most customers will begin to expect
them.
● If once a week: 12 emails over 5 months will
work.
● If twice a week: 24 emails over 3 months.
● What works?

27. What's Value To A Customer?
Anything that helps them or makes life a little easier.
3 opportunities to change a life: Morning, afternoon,
evening.
Morning: An uplifting place to get breakfast and get ready
to face the day.
Afternoon: A quiet place to clear their heads and head back
to work.
Dinner: A place to finish the day on a good note with good
food & service.
What values can we create for these three times, and how
does decor and music play a part?

28. Delivering Value Over Email
Possible Programs:
1.Discounted products/specials on a rotational basis.
2. Weekly Customer Choice Meal Treats: Where every
week via email you allow one customer to pick a
single food item that's not sold that they will like to
see offered for a single day.
3. Others of your choosing: stories, loyalty programs,
notifications, updates, etc.

29. Clincher: Promise & Delivery
1. You have to deliver on the value promised
2. Commit to the relationship, nurture it, and grow
it.

30. Overall: Connect & Build Trust
4 Possible Ways Of Connecting With Customers
● Share Your Restaurant Stories.
● Share Stories Of What It Takes to Run the
Business---your challenges and triumphs.
● Introduce the members of your front and back
room team: So your customers can know them
and possibly build a relationship with them, too.
● Video emails that show parts of your business ( I
can show you how to do this).

31. Delivery & Fulfillment
Delivery starts with an on-site planning and
discussion of email plan.
Planning involves breakdown of what customer
programs to run and how to send out emails to
match them.
We'll install the system with checks and
balances ( depending on your situation) to run
the system for a whole year to reach your goal of
the number of emails you want to collect for the
year, and build your core group.

32. Food, Trust & Taste
Food is a staple of every community, and folks
eating from the restaurant are showing an
intimate form of trust.
● Taste is hard to forget, whether pleasant or bad,
so let's track the impression of customers.
Answer:
● Getting customer feedback & sharing the cooking
process behind the scenes: Show them how the
food is made.

33. Thoughts & Next Steps
● Nothing is set in stone, and open to adjustment
● Next steps?
● Let me know if you would like to discuss how to
set this up for your business, create the database,
write the emails, and grow your business.
● My email: temanu-91@hotmail.com; or phone:
512-705-4846.