TEAM VINCHAY MISSION & VISION STATEMENT
Our mission is to create a more active and responsible public, inspire long life learning, strengthen our communities and live as eco-friendly as possible.
We are acting on this mission by (1) creating inclusive events around the city that inspire people to become more active & give back to those less fortunate, (2) partnering with brands that live & breathe the same aspirations, and (3) adopting a “community-first” attitude with our products & services development.
Team Vinchay Hideout Opportunity
The Team Vinchay Hideout Cafe will serve as a base for community activities & showcase the practical application of healthy eating, drinking and lifestyle habits. We currently use an apartment (“The Labs”) based out of Edgewater to test our concepts & tactics that will be presented at The Hideout Cafe location.
The community of Edgewater has some specific features that make it both desirable and unique in the Miami market for our concept. The abundance of condos & apartments paired with the beautiful bayside views & breezes make it a mecca for people to live, train & play in. Commonly referred to as “the chill Downtown,” Edgewater maintains an active, yet tranquil vibe that makes it a perfect match for what energy we will match with The Hideout Cafe.
Menu
Food & beverage options will be curated by guest chefs & local nutrition experts, and supplemented through community partnerships with local culinary shops. All food & beverages will be sourced from natural & clean suppliers, and provided in the most eco-friendly methods possible. Macro nutritional information will be displayed to aid customers in choosing the right options for their nutrition plan, and suggested meals by training will also be available to support athletes. Offerings will evolve with the time of day, to encourage both a dynamic menu & an experience that can be enjoyed multiple times throughout the day.
Menus:
Breakfast
Lunch
Pre-Workout
Post-Workout
Snacks
Add Ons
Coffee
Tea
Drinks
Market Demographics
Our target demographic possesses a specific mindset centered around continuous learning & experimentation in regards to fitness & nutrition. In our experience, this does not correlate directly to any age, race or belief system.
It is important to note that the demographics in Edgewater are unique from the rest of Miami markets. There are an estimated 28,000 people surrounding the location within a 1-mile radius, 40% of which are between the ages of 25-45 (average age, 37). As a growing community, there are currently 15,000 housing units within 1 mile, with an expected 2300 more in development at the current moment. The locals spent $32mm in “food away from home” in 2017 (average household income $70,000).
Business Model
Initially, the primary revenue will be generated by in-store food & drink sales. We predict that sales will be substantially supplemented through meal planning, delivery services, special events, and merchandise sales.
Aligned to Team Vinchay’s business model, proceeds from the Hideout Cafe will be used to fund new projects/expansions including expanding Team Vinchay’s presence in the community.
Competition
There are 3 cafes located within a 1-mile radius, and 2 run clubs that operate near the Edgewater area. The nearest similar food establishment is The Daily Creative Food Co – a sandwich/salad concept with an intense lunch rush & overwhelmed by the current residences; the closest coffee shop is Starbucks, and is located at 30th/Biscayne (8 blocks north). The competitive landscape is heavier outside of a 1-mile radius, with gyms & health-conscious cafes in Wynwood and the Miami Design District catering to the residences where the current café is located.
Competitive Advantages
Our team has cultivated strong partnerships, creative capabilities & an network of athletes & influencers that provides us instant feedback & expandable capacity to constantly act on partnerships & promote well-being within the community. We also have partnered with many non-traditional businesses in the retail sector (modeling agencies, fitness studios, creative food concepts) that allow us to access collaborations easily.
Marketing
Dollar per mile discount (each mile you run is $1 off your meal) #getyourmilesin. OUR MISSION IS TO “RUN” OUT OF BUSINESS; if the city population of Miami decides to run 10 miles to the cafe, we will go out of business. Challenge accepted. Incentivize activity in the community and celebrate fitness; also identify athletic advocates for brand.
MANAGEMENT: CREATIVE + PARTNERSHIP + COMMUNITY
Brice Ikouebe comes from a medical and business background and is well-known in the local running community. Currently he has expanded our community to over 50 athletes, is responsible for the creative direction of the Vinchay brand which has been recognized extensively locally and is growing in presence on a national scale.
Erik Taylor also comes from a medical and business background. Prior to co-founding Vinchay, he was responsible for developing & evolving customer-centric engagement strategies at a large pharmaceutical company, and grew his team of 2 and budget of $100k to a team of 5 managers with a budget of over $4mm. Erik has managed the development of our team strategies, and has played a large role in identifying business collaborations between Vinchay & key community partners.
Cole Monahan is our team lead and has managed the growth of our Rise & SoulShine yoga event from its initial attendance of 20-30 people/event to now over 200 people monthly. He has managed several key partnerships and has served as the “face” of Team Vinchay since its inception. Cole also serves as our resident nutritionist, combining training & nutrition in a way that can be applied across different sports & lifestyle goals.
Manwen Li leads our Apparel Design team and is currently working on our first performance & lifestyle line to be released in Summer 2018. She join us while finishing up her Master’s in Fiber Science & Apparel Design at Cornell University back in 2017. Manwen is an expert on how the body’s mechanics, sweat patterns and various physiologic and physical aspects of apparel design merge together to make amazing clothing. She has served as a key consultant in a multi-billion apparel company and shares her experience in functional and ergonomic design approaches.
Maia Senderowitsch manages our PR/communications strategies. Maia has been working in PR for the past 9 years, with clients from different industries across beauty, fashion, lifestyle, F&B, and travel. Maia supported Team Vinchay’s involvement in the Live Ultimate/SEED 5K, securing radio spots & media attendees for the event. She has directed Team Vinchay’s social media strategy & event communications, which have been a critical part of our mission to strengthen the community & our local presence. Maia is a strong believer in community.
