Plan Lab · DMM-260 Week 3

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Instructions

✓ DOUse free ChatGPT, Claude or Gemini for research. Ask it for sources.
✓ DOCheck each AI claim with a real source and mark it honestly: verified, partly, or no source.
✓ DOUse the numbers in the Rainline brief below for your plan. Budget: $3,000.
✕ DON'TPut any number in your plan that has no source and is not in the brief.
✕ DON'TAsk the AI to write your reflection. Your decisions and reflection must be your own.
✓ DONE?Click Download PDF (it is named with your name), then upload the PDF to the LMS.

Situation brief: Rainline Coffee FICTIONAL

Business: Independent café and small roaster on Commercial Drive, Vancouver. Open 7 am – 10 pm. Study tables, free Wi-Fi. Voice: warm, local, a little playful.
The problem: Weekday afternoons (2–5 pm) are quiet: only about 30% of seats are used. Mornings and evenings are busy.
Audience today: College students and remote workers, 18–30, on a budget.
Instagram: 2,400 followers. A typical Reel reaches about 1,100 people.
Google: 4.4 stars from 180 reviews.
Website + email: About 3,000 website visits a month. Email list of 650 people (38% open rate).
Offer: Rainy Day Deal: when it rains, students get a free pastry with any latte (student ID). Rainy Day Latte $5.25.
Competitors: A national coffee chain two blocks away. A new bubble tea shop that opened in September.
Budget + team: $3,000 for January–March 2027. The owner plus one part-time marketing student (8 hours a week).

Paste it into the AI as context.

Student information

First name *

Last name *

Course *

Date *

AI research log

0 verified

Ask the AI 3 research questions. Copy one key claim from each answer. Then check it with a real source (Statistics Canada, CIRA, Google Trends, Meta Ad Library, a company website, a news article).

SWOT

2+ points in each box

Strengths and weaknesses are inside Rainline. Opportunities and threats are outside. Use your research.

S · Strengths *

W · Weaknesses *

O · Opportunities *

T · Threats *

SMART objective

0 of 5 checks

What will you increase? *

By how much? *

Unit

Start date *

Deadline *

Measured by *

Why does this goal matter? Which SWOT point does it fix? *

Your objective will appear here.

Optional: ask an AI to review your goal. You decide.

Target persona

Name *

Age *

Situation *

Goals *

Problems *

Where are they online? *

Channels and budget

$3,000 · must total 100%

Choose 2–4 channels. Give each a share of the budget and one tactic. Owned channels (email, organic posts) can have 0% budget.

KPIs and first actions

Main KPI and target (from your objective) *

2 support KPIs *

First 3 actions *

Your one-page plan (SOSTAC)

Builds itself

Reflection

2–3 sentences each, your own words

Which AI research claim was wrong or had no source? What did you do about it? *

Where did AI help most in planning, and where did you have to decide yourself? *

Your answers are saved in this browser while you work. In the print window, choose Save as PDF. Upload the PDF to the LMS. File name: DMM260_W3_FirstName_LastName

robert bestwickPlan Lab · Week 3