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REANIMATEME LLC. COMPLETE STRATEGIC PLAN 1
Complete Strategic Plan: ReanimateMe LLC
Constance Quigley
February 17, 2014
BUS/475
Derek Webster
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 2
Executive Summary: ReanimateMe LLC
ReanimateMe LLC is determined to become a social centerpiece in the community.
ReanimateMe café and lounge provides a place to socialize, relax, and reflect on daily life. A
joyous and warm atmosphere where customers can come to meet with friends, access free Wi-Fi,
read a book, or game on one of the provided TV sets and gaming consoles. With the growing
demand for high-quality gourmet coffee and great customer service, ReanimateMe will capitalize
on its proximity to the tourist driven market in Newport, Oregon and the local patrons looking
for some social enjoyment. ReanimateMe will offer its customers the best prepared coffee that
will be complimented with pastries, as well as a special youth room that caters to the
imaginations of the community’s youth with easy visual access for parents.
The company will operate an 850 square foot coffee bar within a walking distance from
Branstiter Park, the Toledo Library, the community pool, and the local police station. The
members have secured this location through a 1 year lease with an option for extending.
Objectives
ReanimateMe’s objectives for the first year of operations are:
Be selected as the "Best Coffee Lounge" by the local restaurant guide.
Turn in profits from the first month of operations.
Maintain a 55% gross margin, with 10% profits reserved for charity.
Create an entertaining environment for the youth and adults in the
community.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 3
To boost each community we reach through charitable giving and actions.
Mission Statement
The mission is to realize the tremendous potential of community, making the future the
forefront of ReanimateMe’s actions and the actions to give back to the community. In line with
the vision statement and keys to success, ReanimateMe strives to serve sustainable gourmet
coffees, in a relaxing community oriented environment and use profits to build a stronger
foundation for a better tomorrow. Committed to maintaining excellence, respect, and integrity in
all aspects of the operations, and reflecting the highest ethical standards in every relationship.
Vision Statement
ReanimateMe’s vision is to realize the marvelous potential of corporate responsibility to
community. With the aim to build the community through charitable giving, as success is
realized. The belief that “A corporation viewed as a community company can be used to improve
the community and the lives it reaches”. ReanimatMe’s goal is to one day make the world the
community and share success with the individuals within that community. ReanimateMe is not
just out to provide a green and sustainable cup of gourmet coffee… the company is striving to
build a green and sustainable future. One delicious cup of coffee at time, surrounded by real
people, with real vested interest in one another!
Keys to Success
1. To provide eco-conscious and sustainable gourmet coffees.
2. To earn the satisfaction of every individual served.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 4
3. To give back, to realize the marvelous potential of corporate responsibility to
community.
4. To operate in the highest ethical standards.
5. To remember that success simply tastes better when shared.
Guiding Principals
ReanimateMe’s guiding principles are the strong moral and ethical foundation
that the owner’s share. The core focus is on the community’s youth and supporting the
established and essential charitable organizations in Toledo, OR and the surrounding area. The
café and lounge will host community outreach programs for the community’s youth as well as
establish weekly reading and movie nights as a solution to the lack of organizations in the area
for the developing youth of Toledo.
1. Respect every person, and give to economic and social development
through corporate activities.
2. Provide sustainable and eco-conscious coffee.
3. Foster a corporate culture that enhances both individual creativity and the
value of teamwork.
4. Pursue growth within the community through innovative and strategic
management.
5. Work alongside local charities, seeking growth, education, and recreation
for the youth.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 5
6. Work with business partners to achieve stable, long-term growth and
mutual benefits, while keeping open to new partnerships.
Management Policies
Proceed always with open honesty, ethical integrity, and understanding.
Respect for every individual.
Be ever mindful of the value of hard work.
Foster a corporate culture that enhances both individual creativity and the
value of teamwork.
Open communication is the key to success.
Enjoy the work.
Strategic Direction
The vision, mission, and values guide the organization’s strategic direction through
upholding and outlining the core beliefs of ReanimateMe’s members. In the strategic direction,
both the mission and vision statements reach out to the community and its charitable
foundations. By focusing on the youth of the community ReanimateMe, is not only fostering the
basic value of community and charity, but the corporate culture is nurturing the youth to hold
these basic core beliefs to their own visions of a better future.
Customer Needs
Oregon is well known for the care and deliberate patronage to eco-conscious,
sustainable, and community focused companies. The private-label coffees ReanimateMe uses are
all certified: Organic, rainforest, Kosher, and Fair-Trade. The company will work meticulously
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 6
with care going into every cup of aero-press coffee and espresso extracted for the customer. The
teas are just as carefully selected.
The members vested in the mission and vision will be attending every delicious cup
served. The owners/ members of ReanimateMe will be with the company every day to ensure the
quality and satisfaction of every cup and to enhance the joy and aura of the café and lounge.
The customer needs will be addressed in more than corporate behavior and culture. The
formation of this corporation is based on a community need. Toledo, is a small closely knit town,
just five minutes inland from the Oregon coast line. The locals are all hard working business
owners, mill workers, timber workers, and fishermen. The local children lack any out of the
home source of entertainment which weighs heavily on them during the booming tourist seasons
when mothers seek to keep their children near to home and away from the dangers associated
with the hustle and bustle of the tourist areas. The weather in Toledo, leaves little access to
outdoor activities for nine months out of the year and there are no indoor recreations for the
youth outside of the library, hence, ReanimateMe.
Competitive Advantage
At the current time, ReanimateMe lacks any competition within an 8-10 mile
radius, with Starbucks posing the greatest threat. ReanimateMe’s coffees will be more appealing
to the local community providing the menu clearly details the business proposal arranged
between ReanimateMe LLC and the Toledo Food Pantry, a charity that supports 30% of the local
community. ReanimateMe has pledged all profits earned from each medium cup of coffee to go,
to the Toledo Food Pantry. Furthermore, ReanimateMe will work closely hosting charity drives
for the local schools and domestic violence shelter.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 7
In addition to the local charitable activities that will appeal to the Toledo
residents, ReanimateMe’s colorful, imaginative, and texturally complex children’s lounge will
provide an excellent place for families to go and access hours of fun for the price of a beverage.
The only other child/ youth activities in the area are the highly expensive aquarium, wax works
museum, and Ripley’s Believe It or Not.
ReanimateMe will offer the first youth centered play area as well as be the only coffee
lounge, serving organic and exceptionally delightful aero-press coffee in town. The mission and
vision statements will grow with the company and lead management toward the end goal of
focusing on the youth and providing safe, educational, fun, and inexpensive activities for the
developing leaders of tomorrow.
Economic and legal forces and trends
The economic situation of ReanimateMe LLC is unique and idyllic for expansion and
growth. ReanimateMe LLC offers patrons a unique and innovative take on coffee and espressos.
The company has invested research into social trends and customer expectations, which support
ReanimateMe LLC’s current business strategies and platform. In addition to the ample positive
benefits expected to be gained through strategic planning and customer research, ReanimateMe
LLC has expanded its mentoring social network to incorporate both for-profit and non-profit
business leaders in the region. The key trends that shape the business’ strategies are everything
social, integration in customer experience, and reinvent an existing trends through technological
advancement and integration.
The legal and regulatory forces that are driving ReanimateMe LLC are the desire to
maintain ethical compliance with every law, and to maintain transparency for independent audits
and social review. ReanimateMe LLC plans to lead the way in proper reporting and
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 8
accountability. The trends ReanimateMe LLC aims to address are compliance and responsible
corporate citizenship in regulatory, legal, ethical, and community involvement.
ReanimateMe’s adaptation to change
The members of ReanimateMe LLC are all highly knowledgeable individuals with strong
business backgrounds. Driven to entrepreneurship due to past experiences where companies
failed to listen to staff and change with the developing markets, ReanimateMe LLC has systems
to identify a need of change. Written into the company bylaws, ReanimateMe LLC and its
members encourage open-forum communication across all levels of the business in regard to
corporate suggestion and development. Staff has access to plan development programs that
assist them in the formulation, explanation, and presentation of new ideas and concepts.
The threat to ReanimateMe LLC’s ability to recognize and implement change will be
dependent on the culture and information structure of the group. Members will benefit from
conflict resolution action plans which prevent upper management communication failures and
errors.
Identify issues
ReanimateMe is facing a multitude of issues that could affect the success and start-up of
the limited liability corporation. ReanimateMe LLC is paving the way for responsible for-profit
corporate behavior in the community, inspired by influential entrepreneurial rising stars around
the world. As a new group, with a small location, and minimal financial resources members of
ReanimateMe LLC are reliant on one another’s experience and education to gain customer
recognition and loyalty.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 9
Lack of patent protection poses the biggest threat to the corporation as members
recognize the need to protect the intellectual property in the position of the firm. The minimal
financial backing delays a key protection for the organization. The company is striving to acquire
the funding to patent in the first six months of launching.
The biggest concern involving clientele for ReanimateMe LLC is local resistance. The
resistance to change and overstimulation of individuals who are admittedly technologically
challenged. The L.L.C. will operate in a very modern contemporary setting, utilizing touch
screens, YouTube channels, social media integration, Xbox360’s, and Wi-Fi.
Identify opportunities
Consumers are actively seeking more social and technological integration while also
looking to provide transparency in the food industry. ReanimateMe LLC provides table side
service and active customer interaction. The coffee beans are hand selected, and manually
ground at the tableside. Then by means of an aero-press system the coffee and espresso brew in
front of the customer. The waiter serves hot, handmade coffees, and an experience unique to
ReanimateMe LLC. The customer collaboration will build customer loyalty and provide the
opportunity for the staff to educate the clientele about coffee facts, sustainability, and processing.
In the center of an underdeveloped community, with very few child-friendly options for
socialization or play indoors, ReanimateMe is taking steps to change this. ReanimateMe LLC is
providing a year round interactive playroom that has stimulation for children aged 2-18. This
singular action makes ReanimateMe LLC, the only indoor child-friendly resource in miles.
Finally, ReanimateMe’s R.I.S.E. (ReanimateMe’s Initiative to Social Enterprising) offers
the company a unique position in the community. The community outreach programs created
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 10
under the R.I.S.E. board will allow for greater marketing reach, mergers, and future expansion.
Currently, ReanimateMe is integrating its social ideas into existing non-profit mergers. In the
near future expansion will involve incorporating a non-profit organization into the community
that links the social platforms of the existing limited liability corporation to non-profit causes.
Major issues and circumstances
The major issues facing ReanimateMe LLC’s start up and success are a lack of patent
protection, customer resistance to social and technological integration, and small start-up budget.
The circumstances that affect the lack of patent protection is that another company with more
financial security can take the idea. ReanimateMe LLC’s intellectual property can be used
without permission and absent any legal repercussions. Weighing the risks, the members chose
to move forward with the grand opening waiting for the patent in the short-term. Given the
nature of the company, a patent to protect intellectual investments is ideal especially if the
enterprise wants to focus on growth and expansion.
The limited budget prevents ReanimateMe LLC from being able to procure some
corporate desires and more importantly the patent protection. The limited finances have caused
major adjustments to the design of the company. ReanimateMe selected a smaller location to
combat the initial up-front expenses. In addition, a distinctive and minimal menu offered a huge
reward to initial expenditures and expected product loss.
The customer resistance is a concern; however, ReanimateMe LLC has a safety net where
the market will lead corporate changes under the recommendation of customers and team.
ReanimateMe will strive to create an optimal integration of corporate ideals and community
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 11
comfort. ReanimateMe has planned for customer surveys to evaluate patron comfort and provide
feedback for improvements. The information allows for members to optimize local input into the
building design and social media assimilation features as the establishment develops.
Major opportunities and circumstances
The most prominent opportunities for ReanimateMe LLC are growth and expansion.
ReanimateMe is offering unique services and products never before seen in the community and a
few that the company strongly feels are original ideas globally. The firm's desire is to build a
platform that strives to maintain and uphold corporate responsibility in legal and regulatory
process as well as transparency to all. This will have a tremendous impact positively in its social
media activities and trustworthy status to the community. Through strong corporate citizenship
ReanimateMe LLC, is positive support will follow, thusly allowing for opportunities of
expansion and growth.
The second major opportunity is the firm’s focus on the community and youth. Through
social and community programs, ReanimateMe LLC is striving to produce economic strength,
community support, and youth services. These services are invaluable to the lives the programs
will impact. The pride and joy of the owners stem from ReanimateMe LLC’s social programs
and are the truest marks of accomplishment and success for the company.
ReanimateMe’s support network is both a strength to the company and an invaluable
opportunity for growth, education, and networking. All members are formally or informally
connected to non-profit groups that are willing to assist in the planning and implementation of
ReanimateMe’s fundraising ideas. Additionally, ReanimateMe’s members each have business
professional mentors that are supporting the efforts of the group.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 12
Finally, ReanimateMe’s greatest opportunity is continuing education and growth through
practical and professional real life experience and application. The leaders are all equally vested
in one another, the community, and the success of ReanimateMe. Together members unite in the
dream of building a corporation the community is proud to house. With vested personal and
social interests failure is not an option, however individual growth and civic service, motivates
the drive for success.
According to "Huffington Post" (2014), “Americans consume 400 million cups of coffee
per day, equivalent to 146 billion cups of coffee per year, making the United States the leading
consumer of coffee in the world” (para. 4, Interesting facts). ReanimateMe LLC is penetrating
this rapidly growing market through a new innovation in coffee culture and customer integration.
Mission statement
The company mission statement cites the corporate responsibility to community. The
corporate focus is on the future, valuing the economy, eco-system, and sustainability. With
commitments to maintaining excellence, respect, and integrity in all aspects of operations and
reflecting the highest ethical standards, the firm’s mission statement provides a clear insight into
the corporate objectives.
Vision statement
The company’s values are deeply embedded in the mission and vision statements. The
founders value community, charity, sustainability, and innovation. The mission statement is
backed by a strong vision statement that cites the belief of realizing the marvelous potential of
corporate responsibility to community. The vision statement focuses more on building a
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 13
corporation that works for its community. The vision statement quotes the founder’s devotion to
community with heavily placed emphasis on charitable actions and giving.
The key trends that are shaping the business’ strategies are everything social,
technological integration, the new customer experience, and the reinvention of existing trends.
ReanimateMe LLC’s innovation through technological advancement and integration provides
various growth and expansion opportunities.
Company Values
The corporate values are represented by the company’s guiding principles. The guiding
principles emphasis on the objectives mentioned in both the mission and vision statements.
a) Respect every person, and give to economic and social
development through corporate activities.
b) Dedicate business to providing sustainable, eco-conscious coffee.
c) Foster a corporate culture that enhances both individual creativity
and the value of teamwork.
d) Pursue growth within the community through innovative and
strategic management.
e) Work alongside local charities, seeking growth, education, and
recreation for the youth.
f) Work with business alliances to achieve stable, long-term growth
and mutual benefits, while remaining open to new partnerships.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 14
The corporate objectives are further assimilated into the SWOTT (strengths, weakness,
opportunities, threats, and trends) analysis. Upon further review and summarization the SWOTT
analysis focuses on the core objectives cited in both the mission and vision statements.
SWOTT analysis
Strengths:
Strategy
Tourism
Sustainable coffees and teas
Corporate alliances/ mentors
ReanimateMe’s strengths lie in the innovative nature of the corporate strategy. The local
tourist market can fuel social media exposure, creating a memorable experience for tourists of all
ages. The sustainability factors offer exceptional benefit since Oregon residents proudly self-
identify as “eco-conscious” consumers. The corporate alliances and mentors provide
immeasurable benefits to the newly formed company. ReanimateMe’s strengths are all in line
with their corporate objectives of community, sustainability, and innovation.
Weakness:
Lack of Patent
Limited start-up budget
Expressly modern design and structure
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 15
1st time owners of a brick and mortar
ReanimateMe’s weakness are identified and the company is taking every pre-caution at
their disposal to identify and address any weaknesses that can threaten the stability of the
organization and its good works.
Opportunities:
Customers get a unique and innovative experience.
Growth and innovation
Unique strategy developed by experienced managers
Technological integration
Legal and ethical compliance
Higher Education – Diplomas and graduate degrees in Computing,
Management, Accounting, Marketing, Business Administration, Gaming and Animation.
Experience: Collectively the Member managed LLC has 20+ years in
business management and entrepreneurial experience.
The opportunities addressed in the SWOTT analysis fit strategically with the company’s
future forward perspective. Growth and innovation, technological integration, legal and ethical
compliance are all core objectives of the organization. The combined experience and education
of the founders will bring real-life experience and practical application to solutions and strategy.
Threats:
Lack of patent
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 16
Limited funding
Expressly modern design and structure
Every threat requires special attention and action to prevent the development into a
problem for the organization. ReanimateMe’s threats are the current lack of intellectual property
patenting and the limited start-up budget. The deliberately modern design and décor could pose
some concerns to the more “set in their ways” community members, however the founders are
banking on the younger generations to fill in the gap.
Trends:
Sustainability
“Everything Social” social integration
Innovation
Customer interaction
Technologically advanced systems and integration
ReanimateMe’s trends highlight the core vision behind the company’s objectives and the
driving motivators that helped shape the company mission, vision, and culture. Sustainability
leads the trends, which is progressive for the formation of the organization in a sustainably green
state. The social integration is present as a core trend and reflected in all of the company’s
analyses and documents.
Measurements of success
Strategic plans are crucial for small businesses as a means of survival in the increasingly
insecure global economic climate. The creation and development of a successful plan is merely
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 17
the first steps of success. To complete the plan's objectives, entrepreneurs need to commit to
designated forms of measurement to ensure the stability, realization, and direction of the outlined
strategy. ReanimateMe has developed four assurances to measure the success of the strategic
objectives and targets.
Communication
Communication is the heart of ReanimateMe, the leadership of the corporation focus on
the importance of internal communication that is productive and effective. The managing
members have a communication policy that recognizes the paramount importance of expressing
new policies, procedures, and changes to every internal member of the organization.
ReanimateMe values the input of every employee and stakeholder of the organization.
Employees must have a concrete understanding of the strategic plan and its contents, to
ensure all involved parties are able to work toward the corporate objectives and vision.
ReanimateMe believes the success of the strategic plan is in direct relation to the workers
intimate involvement with the process. For the corporation to realize its full potential,
management believes that constructive communication across all lines of the work staff,
managers, and members is the most important aspect of the business.
Employee Roles
The second measurement of success is the realistic outline of employee roles. The
success of the communication of the strategic plan's objectives, is only the start of its
management and upkeep. Management will designate a responsibility for implementing key
aspects of the document to every employee within the organization. The definition of outlined
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 18
and detailed communicated roles is essential to avoiding doubling efforts, or worse, overlooking
indispensable focus.
ReanimateMe believes that through defining roles the odds of a strategic plan's success
are greatly increased. The key to the roles success will rely on team weekly reports. In addition
to management’s observance of employee’s success in their determined roles, employees will
have strategy focus teams. The teams will consist of working groups of employees that report
directly to management on one another in a written report that is focused on the strategy of the
individual’s defined position and the team’s strategic focus.
Performance Goals
ReanimateMe recognizes the need to have clearly defined corrective measures to keep the
plan focused. This requires a system for identifying performance losses and the re-evaluation of
goals. The system must provide management with the tools to distinguish the cause of the
discrepancies between actual and planned results. In addition, if management recognizes internal
causes, ReanimateMe has defined disciplinary guidelines to provide consistency for both
management and employees.
Re-evaluation
ReanimateMe assumes the necessity for constant follow-up of the strategic plan. The key
aspect of the company's growth will stem from the member’s willingness to listen to its
employees, who will have a system of open communication witch will second as an intimate
advisory council to the members. This approach allows all the ReanimateMe’s employees to
express concerns in a positive environment. The weekly reports from employee teams will be
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 19
forwarded to members monthly after direct management review. This provides a duel check
system, where any internal concerns will have two direct lines to management.
ReanimateMe will be a leader in coffee, social networking, technological integration and
community driven charity through the forward thinking goals of its founders. With careful
planning and implementation, ReanimateMe, will pave the way for future businesses to interact
with their clientele. The motivating factors for ReanimateMe LLC are: community involvement,
sustainability, technological integration, social networking and an excellent coffee and tea
experience. This drives the organization toward a leading edge of the business world.
In conclusion, the members are dedicated to building a company that supports its
employees and fosters teamwork and community spirit. Through the dynamic animation,
leadership, and determination of the Member owners, ReanimateMe is a future franchise for the
American consumer. It is however the member owner’s determination to build a company that is
a responsible corporate citizen, willing to evolve with the market, and one that values adaptation,
which will carry ReanimateMe’s success and growth. It is possible that ReanimateMe is a future
Fortune500 corporation summarized within the pages of this literary review.
REANIMATEME LLC. COMPLETE STRATEGIC PLAN 20
References:
Bacon, J. (2013). Marketingweek. Retrieved from http://www.marketingweek.co.uk/trends/brewing-up- plans-to-beat-the-competition/4007619.article
CoffeeTea.ru. (2013). Retrieved from http://coffeetea.ru/en/news-single/item/5458/
Huffington Post. (2014). Retrieved from http://www.huffingtonpost.com/2011/09/29/americas-coffee-
obsession_n_987885.html
Pearce, J. A. II, & Robinson, R. B. (2009). Strategic management: Formulation, implementation, and control (11th ed.). New York, NY: McGraw-Hill.
Thompson, A. A., Gamble, J. E., & Strickland, A. J. (2006). Strategy: Winning in the marketplace: Core concepts, analytical tools, cases (2nd ed.). New York, NY: McGraw-Hill.