PR PLAN FOR

THE
BOSHPORUS
CAF

Backgrounder:
The Bosphorus is a restaurant that is being planned to open in Cleveland, Ohio within the
next few months. By creating an environment that is not only comfortable and inviting, but also
full of hospitality and delicious Turkish food, The Bosphorus Caf plans on building a core
clientele. Unfortunately, restaurants are one of the most commonly started and mostly likely to
fail of new businesses that entrepreneurs embark upon. For example, Pasadena, a city of 23
square miles and 362 restaurants, housed 30 restaurant openings and 27 restaurant closings last
year (Pasadena Convention & Visitors Bureau, 2010). We aim to make Bosphorus Caf a long
lasting family company that will serve generations to come.
Saritopraks Restaurant Group is a Cleveland, Ohio based business that will operate The
Bosphorus Caf, a small restaurant serving Turkish breakfast and light lunch. The companys
emphasis will be on creating a comfortable yet elegant environment for guests to share a meal.
According to the National Restaurant Association, the restaurant industry is a very competitive
industry with approximately 800 restaurants opening every month nationwide. Despite this
staggering number approximately 200 restaurants more are needed to open monthly to keep up
with demand. Culture, modern urban living, and busy lifestyles are some of the reasons given for
the everyday growing popularity of dining at restaurants over dining at home. People view
restaurants as an escape from their everyday lives. Hence, they choose to dine out, rather than
spend time cooking themselves. The Bosphorus Caf will be offering an extensive menu that can
be eaten in or taken as to-go food. Additionally the art on the walls of Istanbul and other cities in
Turkey and some small locally handmade goods will be for sale. The target market for SunShine
Caf is a diverse group spread over an area of approximately 24 square miles and a population of
roughly 250,000. Overall it is a highly educated community with surplus money to spend on

such things as eating out. Cleveland is home to the Browns Tournament bringing approximately
50,000 tourists to Cleveland annually, all whom require places to dine on their vacations.
With over 200 restaurants in Cleveland, The Bosphorus Caf will have competition.
However, many of these restaurants will not be competitors as most restaurants do not serve
breakfast and those that do serve breakfast have completely different prices and menu. By
quickly filling this gap in the market, The Bosphorus Caf can be the standard to which all other
breakfast places in the Cleveland area are compared. As a new business in an industry that
businesses open (and close) quite frequently, it is important to market The Bosphorus Caf
properly to gain a market share. People will find that The Bosphorus Caf is a fun, comfortable,
elegant and friendly place that will make the day better.
Situation Analysis:
The Bosphorus Caf endeavors to be the go-to restaurant group in Cleveland, Ohio by
serving delicious food and creating memories with our guests and staff and making a profit for
its owner. The Bosphorus Caf will foster a family-like atmosphere where everyone feels
comfortable and welcome by treating its staff like family and creating a fun and profitable place
for them to work. As a seed company, where the business concept has been developed ,but we
have yet to create any product or sales, Saritopraks are in the process of finding investors to
help this business become a reality and fill the need for a quality breakfast location in Cleveland.
The founder, Reyhan Saritoprak has loaned $75,000 of her own money into the start-up and
research costs. An advisory board of local restaurateurs and business people have been
designated to aid in shaping The Bosphorus Caf into a thriving business in Cleveland.

After securing financing, Saritopraks Restaurant Group will begin building our new
caf. Once the construction has been settled, the completion of the development process can be
achieved by advertising, and we can then finally enjoy a nice meal with the Cleveland residents.
Central Core of Difficulty: In order to keep The Bosphorus Caf up and running we must get
the word out to the public and gain customers.
Preliminary Identification of Publics and Resources:
The customer base will come from three main populations, local residents, students at the
local colleges and universities, and people from local businesses. The Northern Cleveland area
is home to more than two million residents. If The Bosphorus Caf can capture even one tenth of
a percent of this population it will meet the goals and have an average of 5000 customers per
month. Other publics that can be drawn of this campaign are the government and research
councils.
Campaign Goal:
The Bosphorus Caf is an innovative concept that targets a new, growing market. We
assume that the market will respond, and grow quickly in the next 12 months. Our goals are to
advertise and create a reputation of quality, consistency and healthy foods that will make us the
leader of a new style of dining.

OBJECTIVES,
STRATEGIES, AND
TACTICS

Objective 1.0: Promoting and expanding The Bosphorus Caf as a unique Midtown destination
Caf to 1000 customers
Strategy 1.1: Give background information
Tactic 1- Making a YouTube video on the Bosphorus bridge; Who built it, what is the
importance of it, what makes it different and connecting it to the Caf.
Tactic 2- Full page in localized newspapers showing the authentic design inside the Caf with
pictures and a short description
Strategy 1.2: Make a Website
Tactic 1- Design the website that will be attractive in its color, style, and photography
Tactic 2- User friendly website with information on prices, menu and hours.
Objective 2.0: Make $150,000 in the next 12 business months.
Strategy 2.1: Advertise
Tactic 1- Make a television Ad.
Tactic 2- Open twitter and Facebook accounts to get the word out
Tactic 3- Press release
Strategy 2.2: Discounts on first meal for those who become members, who recommend to a
friend or family member and those who are tactics
Tactic 1- Make membership cards
Tactic 2- Buy one, get one free opportunities
Objective 3.0: Increase consumer awareness by 20% with regards to the importance and benefits
of healthy foods.
Strategy 3.1: Give information on why The Bosphorus Cafs foods are healthy foods

Tactic 1: Distribute informative brochures that can be placed in the bag of food purchased by
customers that detail the benefits of consuming healthy/natural food.
Tactic 2: Have evidence to show that it is 100% healthy food. Show inspectors certificate
verifying that the Cafs food s are healthy.
Strategy 3.2: Giving the recipes of the foods that are made in the Caf.
Tactic 1- Have a list of recipes and ingredients that are used on our website
Tactic 2- Provide a fact sheet of benefits and publicity planned.

Key Public:
Our key publics are local residents in the Northern Cleveland Area, students, and local
businesses. These local residents need a quality breakfast place either during the week when they
are on the way to work, or on the weekends when they want to relax and enjoy a meal with
friends and family. Located in Cleveland are five colleges and universities, some including John
Carroll University, Cleveland State University, Kent State University with approximately 15,000
students and staff. Akron is the financial and business district. Businesses such as Progressive,
Philips, and Bank of America all have offices in Cleveland with scientists and financial experts
from all over the world doing business in Cleveland.
Every business gives a lunch break. Our aim is to have local businesses and students to
come to our place for a delightful lunch. Whether they are having a meeting, an interview or they
just want to hang out with friends, Bosphorus Caf is the place to be. This caf will be satisfying
to students because it has a friendly and entertaining environment. Students will enjoy the light
background music in addition to the crafty artwork hung on the walls. At the same time, this caf
will also have a formal look to it, hence businessman can come and enjoy a different cultural

lunch. Such businessmen will seek places of professional reputation and this caf will satisfy that
need with its interior design having a professional and classy look to it.

Message Design:
Local Residents
Primary Messages: We appreciate your continual community support and need your help to
make this community, a community where the best foods are served.
Secondary Messages:

We encourage you to come and try our new and delicious Turkish pastries made from the
hands of a Turkish chef.

We hope to have you and your friends come and experience the staff friendly
environment

Come and enjoy the mix of an Eastern and Western atmosphere.

Students
Primary Messages: Have a nice breakfast and light lunch with your neighbors and family.
Secondary Messages

Come be a member and get discounts off every meal with your students ID.

If on the go, stop by and order take-out.

Bring your books, order Turkish coffee or tea and enjoy the peaceful atmosphere!

Local Businesses:
Primary Messages: Involve your employees in your corporate support through corporate teams
to contribute to The Bosphorus Caf for a healthier breakfast and lunch.
Secondary Message

Perfect place for small business meetings.

Stop by on your way to work and pick up fresh coffee and pastries for your employees.

Make an appointment with our catering services for any of your business parties!

BUDGET
PLAN FOR
THE YEARS
2013/2014

Budget: May 04, 2013 - May 04, 2014

Amount:
Personnel
Salaries
Chef
Hourly Wages
Insurance
Total:

$60,500.00
$35,965.00
$1,025.00
$950.00
$98,440.00

Total:

$5,400.00
$1,000.00
$9,000.00
$6875.00
$800.00
$15,000.00
$10,000.00
$250,000,000.00
$100,000.00
$20,000.00
$10,000.00
$250,178,075.00

Total:

$1,120.00
$5,000.00
$12,000,000.00
$ 4,250.00
$0
6,325.00
$0
$0
$0
$30,000.00
$12,046,695.00

Total:

$4,500.00
$750.00
$500.00
$32,000.00
$37,750.00

Operations
Telephone/Fax
Photography
Special Events
Equipment Maintenance
Cashier Supplies
Kitchen Supplies
Crockery
Construction
Interior Design
Landscaping
Turkish Cakes
Advertising
Print Design
Print Placement
TV Production/Ad
Brochure
YouTube Video
Video Production
Website
Facebook Page
Twitter Account
Press Release
Miscellany
Consultants Fees
Professional Development
Entertainment
Memberships

TOTAL COST: $ 262,360,960.00

EVALUATION
CRITERIA
AND
TOOLS

Objective 1.0
Criteria: Promoting and expanding The Bosphorus Caf as a unique Midtown destination Caf
to 1000 customers.
Tools: Advertising in the newspaper about our caf and making a YouTube video showing the
importance and history of the Bosphorus Bridge.
Objective 2.0
Criteria: Make $150,000 in the next 12 business months.
Tools: Giving discounts to students and those who sign up for membership.
Objective 3.0
Criteria: Increase consumer awareness by 20% with regards to the importance and benefits of
healthy foods.
Tools: By handing out brochures and providing 100% natural and healthy certified foods.