When it comes to articulating what Snake & Lattes is$,$ the company is direct and to the point: $$board games,$$ according to former CEO Aaron Slade$\mathrm{.}1$ He continues the description, focusing on the caf$$s$,$ with $$a hip, cool space, always busy, that people want to come to$.$ With the board game industry in full resurgence and booming, the positioning has a lot of value. The company describes itself as $$North America$$s Premier Board Game Caf$,2$ and its results seem to bear that out. This is one of best$-$known brands in the industry not only in Canada but worldwide. The brand success is a result of videos, social media presence, and involvement in the board game community. The target market is equivalently straightforward, with Slade having described it as $$people that enjoy having fun.$3$ In $2019$ Snakes & Lattes $($and its parent company, Amfil Technologies$)$ changed its stock symbol to $$FUNN$.$ Despite the broad description of the target, intended to leave no one out, Snakes & Lattes tends to choose locations in urban areas, usually near universities, that have nightlife frequented by young adults. That positioning and targeting guide management decision$-$making as the company pursues geographic expansion as well as expansion of the services offered. Interestingly, $$hardcore$$ board gamers who were deep into the hobby only formed about $10\%$ of the caf$$s clientele;$4$ as such, business lines like retailing a deep selection of modern games were deprioritized in $2019$ in favors of catering more toward those not as invested in the tabletop gaming hobby. These strategic and tactical decisions require a clear positioning and focused targeting.

Q$1.$ Is the broad positioning and target market pursued by Snakes & Lattes a good idea?

Q$2.$ What do you think of the decision to focus less on $$hardcore$$ board gamers in favors of a more general young$-$adult audience?

Q$3.$ Part of Snakes & Lattes$$ positioning is to be the best $($the $$premier board game caf$).$ Is being the $$best$$ a necessary part of positioning?