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
Delivered a professional‑grade, data‑driven marketing plan that was highlighted for its realistic personas, revenue logic (day‑to‑night model), and clarity of execution steps, showing my ability to connect market data with creative positioning.
Content Mockups in the social media, and the Google My Business Review.
Foresight
Maximizing Revenue Efficiency
The "day-to-night" model doubles occupancy potential compared to traditional cafes, optimizing revenue per square foot through continuous daily utility.
Building Digital Authority
Hitting social KPIs creates a self-sustaining feedback loop where user-generated content from the 20–34 demographic drives organic discovery and long-term loyalty.
Operational Scalability
Combining a high-conversion web ecosystem with a 4.9-star reputation builds a professional blueprint ready for multi-location expansion or franchising.
Market Differentiation
Strategic PR and influencer partnerships cement a "quiet luxury" identity, positioning the brand as the premier choice for Robson Street’s professional workforce.
Smart Goals
Digital: 3,000 Instagram followers and 30,000 TikTok views in 5 months.
Web: 500+ weekly visits with a 10% booking conversion rate.
Reputation: Secure 30+ Google reviews with a 4.9-star average in 90 days.
PR: 400+ launch event attendees and one major local press feature.
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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