Internet cafe is an establishment that rents out computers to the public on an hourly basis. It is also called cybercafés.  It is a place where their clients have access to the internet. Although there are WI-FI zones that make internet accessible, there are still individuals who do not own or use personal netbooks and tablets. The target market of internet cafes according to demographics would mostly be from the age bracket of 18-24. These individuals has low income and cannot afford to purchase netbooks or tablets. There is a boom of internet cafes all over the world, especially in third world countries. The shops provide a place to use the internet for research, business or other personal purposes. Another market of internet cafes is travellers and tourist. Usually when a person visits a foreign land, they leave behind gadgets. If they want to check their emails or communicate with their loved ones, internet cafe is an option. Huge cities like Beijing, China; Kathmandu, Nepal; and Florence, Italy, houses chains of cybercafés.

Indeed establishing an internet cafe is a lucrative business.  Research shows that there are 350,000 Internet cafes across Asia. It is estimated to generate more than $19 billion in revenues in 2011. Starting a business on internet cafe might be profitable. The process requires a sizable amount of capital for the purchase of equipment, business license and rental of the space. However, the returns are worth it.

Marketing techniques must be employed to gain market share in the industry. Marketing is a managerial process that deals with customer satisfaction for a profit. To make customers satisfied, the business must first understand their clients’ behaviour and preferences. This can be done through proper market segmentation, targeting and positioning. Once target market is clearly defined, the 4Ps (product, price, place and promotion) of marketing can be customized according to their needs. The location of the business is a crucial factor to its success. It must be accessible to the target market. Knowing the lifestyle and income level of the target market will aid the marketer choose the appropriate pricing strategy. To establish the existence of the business, a good mix of promotional tools must be undertaken.

First, the business must have a memorable signage. Make sure that the sign is clear and appropriate. Also keep in mind that a business without a sign is a sign of no business. Passers-by should be able to determine the type of business by its name.

Second, make use of website marketing techniques. Although an internet cafe is a physical store, it can still have a website to inform potential travellers about the business’ location, operating hours and promotions. The site can be created through the use of flash templates. The flash template is not additional cost to the business because it can be availed of for free.

Third, rack cards can be used to promote the internet cafes. These rack cards can be found in hotel lobbies. The location of the rack cards is perfect for reaching out to travellers.

Lastly, traditional channels such as radio and print media can be used for advertisement.

Sources:

http://searchsoa.techtarget.com/definition/cybercafe

http://www.researchandmarkets.com/research/96c072/internetcyber_caf