I. Executive Summary a. Company Mission Statement b. Management Strategies c. Funding Resources II. Product Development a. Products and Services b. Uni ue Met!odologies and Ingredients c. "!at Ma#es Us Di$$erent III. Mar#et %nalysis a. Mar#etplace &rends and Environment b. Mar#et 'pportunities( %bility to penetrate existing mar#et s!are c. )eograp!ic %nalysis I*. &arget Mar#et a. +usiness ,ocation b. Mar#et Description c. )ro-t! 'pportunities *. &!e Competition a. "!o &!ey %re b. Mar#et S!are Distribution c. Product Matc!ups *I. Mar#eting Plan a. Meeting Customer .eeds b. /uality vs. /uantity c. 0o- "e "ill Sell d. %bility to Penetrate Mar#et *II. Management Development
a. Pivotal Employees b. Consultants1 %dvisors and Contractors c. Internal Management Structure *III. +usiness Development a. ,ong2&erm )oals1 S!ort2&erm )oals b. 'b3ectives $or %c!ieving )oals
The Cafe Deluthe & Gourmet Bakery I. Executive Summary 'ur commitment to excellence in t!e cra$t and artistry o$ ba#ing enables us to deliver !ig! uality products t!at loo# superb1 delig!t t!e customer and ma#e celebrations a moment to c!eris!. "e also !ave committed ourselves to tantali4ing t!e pallet o$ co$$ee connoisseurs. 'ur products -ill exceed local stores and $ranc!ise competitors. 'ur product -ills posses t!at certain somet!ing t!at ot!ers do not !ave. Company Mission Statement Revive and Preserve t!e elegance and sensation o$ age old ba#ing1 co$$ee ma#ing and ca#e decorating -it! culinary tec!ni ues to ac!ieve t!e !eig!t o$ uality and excellence in t!e ca#e co$$ee and pastry industry. 'ur products range $rom !ig! end artistry to modern and local customs. I$ you dare to dream -e -ill create it. Management Strategies Maintain a $ocus on /uality product -it! bottom2line gro-t! t!roug! cost reduction and optimal per$ormance. "e also $ocus on tec!nology and innovation to ma#e sure employees !ave extensive training to per$orm proper tec!ni ue and e uipment operation. Maintain 5662percent !onesty bet-een employees1 customer and management. %s a team input -ill be collected analy4ed and put into practice. &eam meetings -ee#ly -ill motivate and $orecast gro-t! and anni!ilate potential di$$iculties.
Funding Resources )overnment grants $or small business. Minority organi4ation grants. 'pen t!e $loor to remote investment partners.
II. Product Development Products and Services +a#ery1 S!o-case and Ca$7. S!o-case o$ elegantly decorated special occasion t!emed ca#es priced $rom 89: 2 8;66. "ireless Ca$7 -!ere customers -iilll !ave ability to connect via t!e Internet -!ile en3oying leisure or meeting and greeting business associates in an upscale co$$ee s!op<ba#ery environment.
+a#ed goods include( +ro-nies +ro-nies -it! .uts Coo#ies 'atmeal1 Peanut +utter1 Sugar1 C!oc C!ip1 C!oc C!un#1 'at Meal Raisin1 Macadamia .ut
Mu$$ins Reduced Fat Mu$$in1 +lue +erry1 +anana1 %pple and +anana .ut
Co$$ees %nd +everages Smoot!ies S!ort and long +lac# standard espresso1 ,atte 2 espresso Ristretto 2 very s!ort s!ot concentrated version o$ espresso. Doppio 2 also #no-n as double espresso. Cappuccino 2 a s!ot o$ espresso -it! densely $rot!ed mil# poured into it and dusted -it! c!ocolate po-der. Macc!iato 2 espresso -it! a das! o$ mil# added. Flat -!ite 2 3ust a no2nonsense mil#y co$$ee 2 espresso -it! !ot mil# Moc!a 2 espresso1 !ot c!ocolate and steamed mil# served in a glass.
+reads +ran +read Enric!ed 0ome Style "!ite +read Enric!ed C!ale +read Frenc! +read Italian +read Enric!ed Egg +read Seedless Rye Pumpernic#el +read Raisin +read "!eat +read Donuts
Rolls
Dinner Rolls Enric!ed So$t Dinner Rolls Mini =aiser =aiser "!eat =aiser Sand-ic! Rolls 'nion Rolls =notted Rolls 'nion Rolls =notted Egg Rolls Cinnamon Rolls Danis! Rolls Egg Rolls Cinnamon +uns Peti2Fors )ourmet Pastries Danis! &-ist Pin-!eel +o- &ie C!eese Danis! Miniature Danis! Danis! Co$$ee Ring ,attice Danis!
Ca#es "edding Ca#es1 %nniversary Ca#es1 )raduation Ca#es1 Sculptured Ca#es1 ,emon1 Carrot1 Stra-berry S!ort Ca#e1 Pineapple. Uni ue Met!odologies and Ingredients %s $ormer apprentice and current teac!er o$ t!e "ilton Met!od o$ Ca#e Decorating Delut!e !as mastered t!e per$ection o$ execution $rom t!e smoot!est $rostings1 t!e most delicate and moist ca#es to t!e sculpting t!e most beauti$ul decorations in t!e -orld. %pplying alternative Englis! and %ustralian met!ods and pulled sugar and gum paste tec!ni ues t!at delig!t t!e eyes and taste buds.
> Combining t!e !ig! demand $or $ast uality co$$ee and pastry on2t!e2go -it! delivery service $or t!ose -it! no time to -ait in line. > %ge2old met!ods o$ ca#e1 pastry and candy ma#ing s!o-cased in sensational $as!ion in our upscale ba#ery and co$$ee s!op. > /uic# order turn2around ca#e delivery services -it!in t!e ten bloc# business district radius. > Community donations > Ca#e ba#ing classes -it! business establis!ment assistance
Catering to Culture
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
a. Mar#et 'pportunities
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
b. )eograp!ic %nalysis
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
0ouse!old )ro-t!
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
a. +usiness ,ocation
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
b. Mar#et Description
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
c. )ro-t! 'pportunities
For details in t!is subcategory see t!e +usiness Plan "riting %nd Startup &ool =it
*. &!e Competition
Increased pro$itability in t!e industry suggests t!at people are becoming more dependent on $ast $ood and specialty restaurants t!an t!ey !ave ever been.
Dun#in Donut ? Despite t!e success o$ Dun#in@ Donuts Coolata@s explosion on t!e mar#et Dun#in Donuts parent company is see#ing to sell t!e c!ain.
=rispy =reme 2 =rispy =reme !as vertically integrated doug!nut and co$$ee production t!roug! 3oint ventures and ac uisitions in an attempt to control t!e !ig! degree o$ supplier bargaining po-er -it!in t!e industry1 -!ile maintaining a reno-ned level o$ uality.
Star+uc#s Co$$ee 2 t!e Frappuccino cra4e is alive and -ell. "!ile =rispy =reme !as s!o-n a steady decline $rom 5.:A in B66B to 5.65 in B66A1 Starbuc#s remained steady. Starbuc#s Co$$ee1 =rispy =reme@s leading competitor1 !as been experiencing astonis!ing sales t!at surpass even =rispy =reme@s admirable numbers.
5CD o$ consumer@s annual expenditures goes to $ood consumption. &!at@s t!e largest expenditure belo- !ousing costs. E6D o$ adults in t!e US drin# co$$ee. &!at@s E out o$ 56. "e -ill access t!ese co$$ee drin#ers and ba#ed goods consumers using precision placed store$ronts1 menu !andouts and coupons by mail to all businesses in area.
Consumer Expenditures
!ssess ro"th potential Demand $or co$$ee is steadily rising at a rate o$ 5.: percent per year. "it! E6D o$ %mericans being co$$ee drin#ers and consumers eating 5:D percent more processed and $ast $ood compared to B6 years ago gro-t! in t!e co$$ee and bac#ed goods to go industry is steady. Food eaten a-ay $rom !ome is steady at :.AD compared to $ood eaten at !ome1 9.9D. +usiness $acilities are gro-ing in t!e +altimore metropolitan area -it! building o$ commercial buildings1 !ospitals and additional par#ing $acilities increasing. &!is increased tra$$ic -ill $acilitate t!e need $or more co$$ee !ouses and ba#ery s!ops t!at speciali4e in on2t!e2go $oods and $ast service. 'ur ability to pass do-n ac uired competencies to succeeding co!orts by training ca#e ba#ers<decorators1 team managers and ot!er ba#ery sta$$ -ill enable strong business outgro-t! -it! t!e vie- o$ opening ba#ery s!ops t!roug!out Maryland.
c. Product Matc!ups
Delut!es Co$$ee Starbuc#s Co$$ee Delut!es Ca#es ? )iants and Super$res! Ca#es Delut!es Candies ? *irtually .o Existing Mar#et In %rea Delut!es Patries ? Penera +read Pastries
a. Meeting Customer .eeds 'ur customers re uire $res! uality co$$ee and pasty on t!e go. 'ur system $or establis!ing customer needs is based on t!e product o$$ering o$ our competitors. "e -ill maintain !onesty and re uest input. "e -ill allo- customers to ta#e mont!ly surveys in exc!ange $or discounts on doug!nuts and pastries. &!is -ill give insig!ts into -!at customers desire and create customer loyalty
b. /uality vs. /uantity %mericans on t!e go tend to compromise -it! respect to uality unless it !as to do -it! t!eir Starbuc#s co$$ee1 gourmet bagel or pastry. 0ot and $res! sells. &!ere$ore uality is everyt!ing. +a#ing sta$$ are trained regarding uality preparation1 $ood service1 storage and !olding e uipment -it! a vie- o$ producing a superiorly prepared $res! product consumers -ill come bac# $or time and again.
c. 0o- "e "ill Sell "ord o$ mout! advertising via uality output !as proved our strongest selling point. %dvertising in local papers and glossy local maga4ines. 'ccasional community donations and product gi$ts to active community $igures. "e -ill ta#e t!e product to t!e consumers and let t!em sample t!e product to !elp create brand a-areness. "e -ill establis! !ig! visibility by means o$ location along -it! dra-ing local public support via samples1 mailed coupons and menu distribution.
d. %bility to Penetrate Mar#et 'ur B6 years experience in ba#ed goods preparation and uic# delivery along -it! a $ine reputation $or !ig! uality products -ill ans-er t!e demand $or a $ast1 $res!1 tasty menu o$ uality co$$ee and pastry products. 'ur ability to deliver solutions to meet special and uni ue ca#e design re uests enables us to penetrate ne- mar#et segments -!ile !olding nic!e positions.
&!e Ca$e Delut!e F )ourmet +a#ery -ill ta#e t!e ba#ery ca$e to t!e customerG +y using t!e community support program &DP is instituting1 arrangements -ill be made to visit a !ig! sc!ool1 college campus1 or a corporate campus once or t-ice a mont! HEven visit t!ese $acilities $or special games1 tournaments1 recruiting events1 or corporate open !ousesI. %nd1 $or every cup or ba#ed good sold1 a portion is returned to t!e !ig! sc!ool or college. It becomes a tremendous1 painless -ay $or t!e institution to gain a $inancial re-ard -!ile providing a pleasant and $ul$illing bene$it to t!eir students or employees.
a. Pivotal Employees %c uiring competent productive and $or-ard loo#ing employees is essential to customer satis$action and t!e gro-t! and expansion o$ t!e company. &o t!at end -e provide extensive training as -ell as gro-t! incentives -it! a vie- to grooming eac! employee to discover and reac! !is or !er true potential.
%dvisors "ilton Met!od o$ Ca#e Decorating Ric!Js 2Culinary and +a#ery &raining Programs
Contractors ,ogan Contractors ,,C Ko!nsons "all Units &!e Constable Finis!ing Co. 'lsen Decor
President2 D. ,oyde )ibbs Sales and Mar#eting Manager 2 M. %s#e%ssistant 2 +. Kames %dministrator 2 ,inda Matt!ias
%ssistant %dministrator 2 Mary 0olly '$$ice Manager 2 ,eda 0ollings %ssistant 2 Kules 0ermin
a. ,ong2&erm )oals1 S!ort2&erm )oals 'ur long term goal is to open $ranc!ising to t!e general public particularly experienced ba#ers -!o !ave ta#en our ca#e ba#ing classes and business o$ ba#ing courses -it! a
vie- to expanding our product1 employment ac uisition and small business development services across t!e east coast. In t!e s!ort term -e -ill expand or client base in t!e +altimore metropolitan area.