Joanna Prisco, a former food writer, transformed her farmer’s market pop-up into a thriving brick and mortar cafe when she opened The Good Witch Coffee Bar. Located in the Hastings-on-Hudson train station, the cafe offers delicious coffee and baked goods and prides itself on creating a sense of community by hosting live music, movies and other events. Joanna is incredibly passionate about her business and the impact it has on those around her.
Why did Joanna need TAP?
Joanna needed to make up for lost commuter and in-store business due to COVID. She was unsure of her financials and wanted marketing tactics and other strategies to help The Good Witch recover. In addition, she needed some legal advice regarding a denied insurance claim after a storm damaged her HVAC system.
How did TAP help?
TAP consultants Beatriz Franco and Suzanne Yearley created cash flow statements so Joanna could track revenues and expenses on a weekly basis. They suggested marketing tactics to help Good Witch increase sales and boost brand awareness, including website revisions, holiday boxes, local partnerships and changes to the menu. They also recommended initiating online ordering and delivery service to support business during the pandemic. Finally, they supplied resources so that Joanna could choose the right legal advice to help settle her insurance claim.
Where are they now?
Based on TAP’s recommendations, Joanna is updating the Good Witch website to include more visuals that showcase the breadth of baked goods it offers. She also introduced a "drink of the month" initiative that generated an immediate response from customers. Joanna is currently working with a law firm to help recover a claim owed to her by her insurance company. She notes, “my experience working with TAP was extremely beneficial. The consultants assigned to my business were experienced and well-suited to tackle challenges that the hospitality industry was uniquely faced with during the pandemic. Together, they brought a lot of energy and thoughtfulness to the project.” Joanna is now geared for growth, and Good Witch is thriving.
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