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Marketing
Customers
The Shebeen clientele will come from the following groups:
Domiciled ex-patriots (South Africa, Australia, New Zealand)
Age group 23 – 35 (clubbing/dancing – fashionable)
Office workers
Interested in Ethnic Dance
Interested in Ethnic Music
Those interested in variety of less available African drinks, and good African wine
Tourists
The Curious
The target numbers in the profit forecasts are 260,000 customers per annum. It is envisaged that this will comprise a number of returning clientele from all groups (except tourists).
The day can be broken down into the following segments:
11am – 3pm Lunchtime trade
3pm – 6pm Tourist/curious
6pm – 8pm Office workers
8pm – 11pm Evening entertainment trade
11pm – 4am Main volume
Competition
Small walkabout bars currently operating in areas of high ex-patriot population.
Clubs
Theatres
Bars
Pubs
Restaurants
The Shebeen offers competition to all of these establishments, but is unique in itself because it encompasses all of the above and will have wide appeal.
Advertising
South Africa - Talent Shows – TV & Radio, National Media
UK – cross fertilisation in conjunction with major holiday chains and airlines, Capital Radio, Leaflets (West End), Magazine (SA, Aus, NZ), Local & National Media
Launch night (Proposed guests)
Nelson Mandela (invited and to be confirmed)
President Thabo Mbeke (invited to be confirmed)
Prime Minister
Lord Mayor of London
South African High Commission
South African Government Officials and Education Dept
South African Breweries
South African Wine producers
Foreign & Commonwealth Dept
Home Office
Airline representatives
Holiday company representatives
Hotel chain representatives
South African TV & Radio
UK TV & Radio
South African Tourist Board
British Tourist Board
Entertainment industry representatives
Other Dignitaries
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