Case Study: House Of Bagels

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Pages: 10

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House of Bagels:
A Market Analysis and Plan for Bagels in Foggy Bottom, Washington D.C.

The 20052 Zip Code

Team Impact 2:
Fernanda Dassum
Khalid Hassouneh
Michael Nichols
Ashikur Rahman
Jasmine Wang

Executive Summary:
House of Bagels is a new venture looking to serve the premium bagel market that is currently lacking in Washington, D.C. area and more specifically in the immediate vicinity of The George Washington University (Zip-Code: 20052). We aim to fill the void in a market that we believe is currently underserved, a sentiment supported by articles from local publications discussing the current lack of options and our experience as GW students. Our location in Foggy Bottom, a central business district in Washington DC, and plan to integrate with the GW university meal plan capitalize on two key demographics – young professionals and college students. Additionally, the Foggy Bottom metro is a highly-trafficked station for commuting professionals in neighboring zip-codes.

Market appeal:
Washington is a cosmopolitan city, with a diverse and well-traveled populace, and it is reasonable to believe a significant number of DC residents (particularly in a university area, such as the GWU campus), professionals, and tourists have been exposed to a superior bagel experience elsewhere, particularly …show more content…
Initially, we envision one store-front location in the Foggy Bottom neighborhood. This store will be our point-of-sale and will operate during the typical breakfast and lunch hours, from 6:00am until 2pm, to capitalize on the student and young adult population surrounding the neighborhood. The lack of premium bagel options would lead us to believe that this market is ripe for entry. Our product differentiation strategy and low-cost nature of our production line will allow us to have competitive prices, yet affordable to low-income students as well as working professionals that commute to the area on a daily

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