AM TO PM Coffee
Growth Experiments
Designed a full go‑to‑market plan for a new specialty coffee shop on Robson Street in 2 weeks, combining data-driven audience insights with a "day‑to‑night" positioning.
This is the visual report of the demographic of Robson street.
Situation
A new specialty coffee concept in downtown Vancouver needed a complete launch strategy on a tight two‑week deadline, with no existing brand or audience research.
This is the concept of the coffee shop from inside.
Task
Lead a team of four as the coordinator and strategist, organizing workflows, building an evidence‑based target persona from real Vancouver data, and delivering a cohesive, investor‑ready marketing plan.
The brand's Logo and variations.
Action
Collected and analyzed local demographic and foot‑traffic data to define the core target segments and peak demand windows.
Led ideation sessions and selected the "AM‑to‑PM" dual‑use concept (coffee + evening drinks) to maximize daily revenue per square foot.
Broke down workstreams (research, positioning, media mix, budget) and managed the project timeline to hit the two‑week deadline.
Consolidated all research, positioning, and tactical recommendations into a polished strategy deck in Canva with clear next‑step actions.
The content created for the campaign, with the intention to be posted on brand's social media.
Result
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Foresight
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.
Daniel Hirata
Marketing Strategist | Performance & Growth
ielhirata@gmail.com
+55 (11) 99514-3344
+1 236-990-3927
Bridging the gap between creativity and strategy.
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