I: Market Issues
Ess En Jays Black Bookstore’s mission is to provide literature for the {Black} community, in which they can relate to and easily comprehend. With our target market being young African Americans, the characteristics of Ess En Jays average customer is vivid African American Literature supporters, between the ages of 15 and 35 and are primarily females and incarcerated men.
The Impact That African American Literature Has on People
Incarcerated men love to read Urban Fiction because they are reading things that they can relate to. Their families, children, wives, girlfriends, etc., buy books written by authors like Terri Woods, Zane and K. Rowland Williams and mail them to their loved ones behind bars. More than 800,000 African American men are incarcerated. Located in the urban area of Boston, Massachusetts, Ess En Jays Black Bookstore will fill the gap that lacks African American Literature.
The African American Literature Market
The market for this product is most diffidently shrinking. With all of the changes going on in the world people are becoming less and less worried about coming up with innovative ways to support African Americans and understandably becoming more and more concerned with supporting their families. In the Boston area there has not been any new Black Bookstores that were prosperous enough to propel past its 2nd year, since 1993.
THE COMPETITION
The Black Library Booksellers developed from two brothers’ love for reading, especially African American Literature. They realized the lack of variety and supply in their local area and set out to fix that. From sources both in and outside of the greater Boston area, the brothers began assembling African American Literature. They were able to supply their friends and fa ...