We sell bags of roasted and green coffee beans to cafes and restaurants as well as directly to consumers for use in their home or office. Basically, we’re a coffee company the same as any (Starbucks, etc.). Our coffee is Organic and Fair Trade Certified, which communicates our company’s values of Quality, Sustainability, Community (local and global), and Respect (doing business with integrity).
Our name “Park District” should evoke for our audience a sense of a familiar, comfortable local connection – like your favorite neighborhood cafe. Our target audience is urban dwellers (San Francisco, Manhattan, Chicago, Seattle) in the USA who love their city and its public parks and natural spaces. Each of our coffees will be named after a park or natural landmark such as SF’s Golden Gate Park, NYC’s Central Park, Chicago’s Lincoln Park, or Seattle’s Mt. Rainier.
Our audience is more sophisticated coffee drinkers – people likely to grind the beans at home, and some actually roast the green beans at home. They are higher income-earners, men and women; ages are 25 to 45 years old. Our customers fit in style/trend groups including:
Cultural Creatives ( http://en.wikipedia.org/wiki/The_Cu…eatives.22 )
Urban Hipster ( http://en.wikipedia.org/wiki/Hipste…ubculture) )