The Coffee Tree

Marketing Strategy for small independent business pivoting during pandemic

The Client

Small independent family run cafe based in Aylesbury which is generally a busy hub for those looking to enjoy a cup of coffee and a homemade cake with locally sourced fresh ingredients always. The cakes are something the cafe is famous for and their afternoon teas are always very popular.

Due to the pandemic, the business took a hit and had to close. The owner decided that she needed to launch a takeaway, click and collect and home delivery service if she was going to survive.

Know Your Niche was employed to create a marketing strategy to launch these service.

The Objectives

To create a full marketing strategy, website and delivery set up for The Coffee Tree, Aylesbury to expand, grow their customer base and create new revenue streams in the current market, future proofing the business.


To drive awareness of the newly launched takeaway, cakeaway and delivery service within the Aylesbury area driving new customers to submit orders
To generate new business clients for the external catering service
To raise awareness of the Coffee Tree based on it’s USP of local sourced produce, made fresh on the day capitalising on the great community and reviews they have currently to get ready for reopening

What I did

Creation of Marketing Plan which included brand position, key messages and comms plan.
Curation and organisation of Social Media content working with client on images and videos
Project Management including liaison with both the app and the web team on behalf of client
Content creation for app and website
Social Media Management of launch campaign including setting up, posting and monitoring as well as training on social media for the business owner

The result

I would like to say firstly it was a lovely experience to work with you. You are professional, efficient & very easy to work with - especially with someone like myself who’s a techno phobic!!

The FB has never had such interest, & you have made me realise how powerful social media really is!! This has kickstarted my business big time. I would recommend you totally, five star rating if there is one!

I will definitely contact you again - when I start flagging again & need a boost
Sheena - owner of The Coffee Tree.