Marketing Strategy (What?

AGENDA

Our product should have the benefits, nourishments, and attractive packaging including the new brand

name, current positioning, tagline, facts, expiration date and new feaures that will captivate the target

customers attention.
B. Products Description ( Features )

IPCs new features for its product Yacon Cupcake is simple yet attractive for its target customers.

For the front features of the package:

Cupcake is package in a sealed high quality type of plastic that

has triangle design on the top to make it easy when tearing the

packaging. It has the Logo of the IPC on the top of the Brand

Name (Yacon Cupcake). Below the brand name is the tagline of

our product which is healthy diet for a healthier life. The left

lower part is the additional information that our cupcake has,

the FOS content while the right lower part is the picture of the

Yacon Vegetable. The background picture is the yacon cupcake

itself. The background color is orange.

 For the back features:

In the upper left part is the Ingredients of the Yacon

Cupcake. Below that is our Company recognition as

the Manufacturer, after that is the location of our

company. Below that is the Nutrition Facts. In the

right part is the Additional Trivia about Yacon with an

animated detective person in it.

The customers can buy one yacon cupcake in the

retail stores, also they can buy it in a package consist

of 8 pieces of cupcakes inside it in the grocery stores.

The benefits of the Yacon Cupcake to the Baby

Boomers or for those who have stable careers in

life is they can enjoy eating cupcakes despite of

their age that avoids different kinds of diseases

like diabetes, cancer, etc . because our cupcake

can prevent diabetes and other types of diseases.

The grandparents or other members of the family

that has diabetes can also have the opportunity to eat

cupcake even they have that kind of disease because

Yacon Cupcake uses a complex form of sugar that do

not stores fat called FOS.

The generation X particularly the office workers

can also benefit in our product because they are the one who spending too much of their time in their

work that makes them to neglect their health because they usually forgot to eat or sometimes they just
 eat snacks like burgers, pizza, fries etc. that is why we offer yacon cupcake that can help them to digest

well, improves their kidney health and boost their immune system to fight different diseases. Through

this benefits they can be a productive and healthier worker for a great future.

CUSTOMER PROFILE

CUSTOMER Column2
Column1 PROFILE
AGE 60 years old up 18-35 years old
GENDER male and female female
FAMILY SIZE 5-7 members 5-7 members
FAMILY LIFE one cupcake per member one cupcake per member
CYCLE
lower-income-family to higher-income- lower-income-family to higher-income-
INCOME family family
crew in fast food, call centers, office
OCCUPATION Retired workers
EDUCATION high school to college graduate college students, college graduates
RELIGION any religion any religion
RACE Malay Malay
GENERATION Baby boomers Generation X
NATIONALITY Filipino Filipino

*Service Feature

-We accept delivery of our products.

-Our product is made from pure nutritious ingredients that use

modern high technologies to produce freshly bake and nutritious

cupcake.

*This product is for the people with or without diabetes and constipation ages 18 up.

*We offer our product every Monday to Saturday from 8 am to 10 pm.The customers can order as online in our

website, anneecleo.wixsite.com/yaconcupcake or contact us on our telephone hotline number (044)840-9580 or

email us on yaconcupcake@yahoo.com.
*IPC is located at Calvario, Mc Arthur Highway, Meycauayan City, Bulacan
.*From outside appearance which is the packaging upto inside appearance which is golden brown with the

especial benefits that our product offer, this makes the customers to buy our

product.

Executive Summary

INTRODUCTION

Inspire Pastry Company (IPC) is a food manufacturer located in the Mc Arthur Hiway, Meycauayan,
Bulacan. IPC aims to develop loyal customers and catch their attention by providing them a healthy
and quality cupcake product. The company plans to attract customers through recognizing yacon
products as a healthy cupcakes due to its main ingredient which is Yacon that has the ability to regulate
blood sugar levels, lower bad cholesterol, help with weight loss, lower blood pressure, improve the
health of the liver, prevent certain types of cancer, boost digestive health, and strengthen the immune
system.

IPC aims to offer its cupcakes in a very affordable price to meet the demand of every Filipinos
especially for the demands of the lower-income to higher-income family.

CHALLENGES

On the first month of formulating strategies we come up to a partnership with some doctors and
nutritionist in the Luzon area for us to gain trust from our customers. Another is conducting seminars in
different universities such as Bulacan State University that will inform the public about the benefits and
great taste in the Yacon Cupcake, through this we will able to build the loyalty of our target customers
but due to some key changes in strategy we end up to use the Traditional and Modern Approach
Marketing wherein we make our first TV commercial and distribute brochures, also we developed
website and pages in the social media.

Another challenges that we have faced was finding a trusted suppliers of our main ingredient, Yacon,
but still we find a way with our problem. We have found a trusted supplier in Marilao which is the SM
Hypermarket that supplies Yacon Vegetable every day.

PRODUCTS AND SERVICES

IPC introduce a Yacon made cupcake in the Philippines, it is a large perennial plant that is mainly
grown and cultivated for its tuberous roots. It primarily grows in South America, including the Central
and Northern Andes, which primarily fall in Colombia and Argentina. Yacon syrup and powder are
commonly used as healthy replacements for sugar as sweeteners in various foods. There are many
health benefits that Yacon can give us unlike the other regular cakes;
 It prevents cancer
It lowers level of bad cholesterol
It is an aids in managing diabetes
Aids in weight loss
It also reduces strain in cardiovascular system
Helps to reduce constipation, bloating and gastric ulcers
Prevents fat accumulation in liver and maintains proper liver

The Inspire Pastry Company provides delicious and nutritious cupcakes at all times during
business operations. The company is available every day to satisfy customers needs.

THE MARKET
The pastry industry in the Philippines including cupcake is recently experience rapid growth. The
Filipinos natural likeness in sweets like pastries, continue to pass through generations.
IPC wants to improve and innovate the regular cupcake into something new that will benefit target
market. IPC will therefore concentrate its business and marketing on a large quantity of target market in
the Luzon area particularly the people that is diabetic and body conscious which are the dominant
target market..

FINANCIAL CONSIDERATION

IPC expects to raise 1Million pesos of its own capital to provide the bulk of the current financing
required.

IPC expects sales of about 2,000,000 pesos in the first year, 3,500,000 pesos in the second year,
5,000,000 pesos in the third year,6,500,000 pesos in the fourth year, and 8,000,000 pesos in the fifth
year of the plan. Profits are expected to be approximately 1,000,000 pesos in year one, 2,000,000 pesos
by year two, 3,000,000 pesos by year three,4,000,000 pesos by year four, and 5,000,000 pesos by year
five. The company does not anticipate any cash flow problems.

Mission

IPC aims to provide delicious cupcakes with healthy ingredients in it at a competitive price to meet the demand
of the lower- to higher-income local target market.

Keys to Success

Keys to success for IPC will include:

1. Providing the highest quality product with an excellent service level.

2. Competitive pricing.
3. Effective Marketing Strategy that will reach the main target markets.

Strategy and Implementation Summary

IPC will succeed by offering consumers healthy, high quality and delicious cupcake products
with an excellent service level at a competitive price.
Competition

There is an extreme competition in the cupcake industry but IPC will plan marketing strategies
that will surely reach all its target markets.

To develop good marketing strategies, we will perform a SWOT analysis in our business.

Sales Strategy

As the chart and table show, IPC anticipates sales of about 2,000,000 pesos in the first year,
3,500,000 pesos in the second year, 5,000,000 pesos in the third year,6,500,000 pesos in the
fourth year, and 8,000,000 pesos in the fifth year of the plan. . Profits are expected to be
approximately 1,000,000 pesos in year one, 2,000,000 pesos by year two, 3,000,000 pesos by
year three,4,000,000 pesos by year four, and 5,000,000 pesos by year five.

Expected Monthly Sales and Profit

350,000
300,000
250,000
Sales
200,000 Profit
Amount
150,000
100,000
50,000
-

Sales and profit per month

 Expected Yearly Sales and Profit
10,000,000
8,000,000
6,000,000
4,000,000 Sales
Amount 2,000,000 Profit
-

Sales and Profit per Year

Sales Forecast
OBJECTIVES AND ISSUES
 OBJECTIVES ISSUES

To increase sales from 300, 000 pesos to 700, 000 Should gain extra effort and time to produce more
pesos by the year 2018. goods.

To increase profit from 100, 000 pesos to 400, Lack in manpower and more capital are needed.
000 pesos by the year 2017.

To increase brand awareness Another expense in the company because of

different advertising technique that will be
implemented.

Target new customers The company will take a risk to research, discover
and invent new benefit that will suit at all ages that
our company is targeting.

Enhance customer relationship Another expense in Customer Service and

Marketing Relationship.

MARKET STRATEGY

MISSION
To provide a delicious cupcakes with healthy ingredients in it for the consumers not to just enjoy its taste but can also gain
healthy benefits in every bite they make in our cupcakes.

VISION

To build a world of a healthy living .This world will be filled with healthy foods and all people around the world will only
be consuming healthy foods without sacrificing its taste to prevent diseases and to promote a healthy and lifelong living.

MARKETING OBJECTIVES

OBJECTIVES

To increase brand awareness

Target new customers
Enhance customer relationship

To increase sales from 2,000,000 pesos to 3,500,000 pesos by the year 2018.

Increase sales by 5% per month

To increase profit from 1,000,000 pesos to 2,000, 000 pesos by the year 2018.

Increase profit by 3% per month

FINANCIAL OBJECTIVES
 OBJECTIVES

To increase sales from 2,000,000 pesos to 3,500,000 pesos by the

year 2018.

Increase sales by 5% per month

To increase profit from 1,000,000 pesos to 2,000, 000 pesos by the

year 2018.

Increase profit by 3% per month

TARGET MARKET AND CUSTOMERS

Generation X
College Students (Ages 18 up)
They are the type of people who are super busy with their studies and doesnt
even have time to eat and sleep. They are independent already and they are not
already that attached to their family. They are eating anything, everywhere as
long as it is fast to eat. Students in this field are more likely to have diseases
because of different junk foods and street foods that they always eat outside the
campus and another , because of different stressors that they are always
encounter some of them gain diseases like being obese, cancer, High Blood etc.
They tend to eat as long as it is edible and doesnt care on packaging. But in
this field, there are also types of people who are so conscious in their body.
They only eat foods that will not make their body fat, looks on the nutrition
facts, only eats veggies and healthy drink to maintain a physically fit body.
Occupation Call Centers, Night Shift workers, Professionals (doctors, nurse,
office workers etc.)
Nowadays professionals like call centers gain cancers and became fat
because they prefer to eat burgers, soft drinks, fries, etc. because these foods
able them to eat while working. In this type, they eat anything as long as it can
be eaten while working.
Lower to Higher Income
Our ingredients came from a High Quality and Fresh raw materials that we
purchase from a very trustworthy partner in the Philippines that makes our
product to have a great taste and nutritious, we will make sure that the price is
justifiable to all customers.
Baby Boomers
 Ages 60s up
Stable income
High purchasing power
Easy to acquire diseases
In this type, they are the people who are very prone to many kinds of diseases
and are looking forward to any healthy foods, healthy drinks, supplement, etc.
This are the type of people who are very easy to acquire any diseases thats
why they are looking for a foods or herbal supplement that will make them
healthy, strong, and can prevent them from acquiring diseases.

Analysis of the Customers

Target Number of Customers in the year 2017 we would like to obtain 1,000
customers and for the year 2018 is 2,000 customers.
Type of Customers- they are the generation X,Y and baby boomers.
Values that Drive them- generation Y or mainly college students are so
conscious in their body fitness while Baby boomers are very rare to different
kinds of diseases like diabetes, cancer ,etc. thats why they like to eat healthy
foods that will prevent them from diseases.
Decision Process of the Customer- generation x or mainly people with
occupation decides wisely for example in buying a product, if the product is not
too high but do not sacrifice its quality and they also look on its benefits when
they buy a certain product. Baby boomers decide depend on their needs. They
are the one that is very practical in decision making.
Focused Customers- Everyone may buy our product but we focus on Diabetics,
Cancer patients, and Constipated people because we want them to experience to
eat desserts like cupcake despite of their situation. We also regard the lower-
income family.

POSITIONING STATEMENT

Yacon Cupcakes will position themselves as a cupcake for persons with diabetes
and constipation. We do this by formulating a new and interesting cupcake recipe,
forming strategic partnerships with high quality Filipino Suppliers, and matching
any other price on the web.

Strategic Marketing Plan

 The marketing strategy will seek to first create customer awareness regarding the offered
products, develop the customer base, and work toward building strong customer loyalty.
To achieve this we are going to conduct some strategies that surely attract customers.

The promotional message that the Yacon Cupcake will use is A healthy diet for a
healthier life.This message will be communicated by several methods.

The first method of marketing will be done through a FREE TASTE to review the
target customers opinion about the product. The respondents will came from different
schools and residents in Bulacan (Bulacan State University and JILCF)

Another strategy is the Traditional Approach Marketing wherein we will give brochures
to the citizens of Bulacan particularly the Bocaue, Marilao, and Meycauayan Area. It will
be held at different cities and barangays in Bulacan.Also we will conduct TV
Advertisement that will open the door of opportunity to reach all target markets. This
advertisement will last in 3 minutes.The type of advertising that we will use is Product
Benefits advertising wherein will promote our product using its benefits.

The last strategy is the Modern Approach Marketing wherein we will make a Yacon
Cupcake website that will make a way for the customers to order online and even give
some feedback regarding to our product.

Marketing Mix

Product- IPC introduced a Yacon made cupcake in the Philippines that gives the target customers a lot of
health benefits that will surely love by everyone.

Price-IPC used a Cost plus pricing where in it is a cost-based method for setting the prices of goods and
services. Under this approach, we add together the direct material cost, direct labor cost, and overhead
costs for a product, and add to it a markup percentage (to create a profit margin) in order to derive the
price of the product.

Place-We will distribute our product in malls, hypermarkets, supermarkets, groceries and retail stores in
Luzon area only.The distribution method will include:

Direct Sales involves the sale of your offering using a direct, in-house sales organization that does
all selling through the Internet, telephone or mail order contact.
 Wholesale Sales involves the sale of your offering using intermediaries or "middle-men" to
distribute your product or service to the retailers.

Promotion- IPC will use Product Benefits advertising. It is a type of advertising strategy wherein will
promote our product offering without comparison to competitors. IPC will simply state the benefits of the
yacon cupcake, we will use this to attract the customers easily.

. Marketing Research

During the initial stages of the marketing plan development, IPC held an interview
to some target customers of the yacon cupcake The goal of the interview was to
solicit a significant amount of information from perspective customers regarding the
taste and effects of the product and also to know and observe our customers
characteristics.

IPC was very careful with the facilitation of the interview, attempting to insure that
the results were as valid as possible. The respondents are 10 people. We record a
video while conducting an interview to allow IPC to review them more carefully after
the fact. Overall, the respondents says that the yacon cupcake tastes perfect ,it is
not too sweet but the yacon at the bottom blends perfectly to the fluffy texture
mocha flavor of the cupcake while in terms of its effect it is good that it has the
ability to reduce constipation because after they ate yacon cupcake they digest very
well.

According to our study with the results of their answers, half of our target customers
said that the cupcake is not so sweet thats why we decided to add another yacon
syrup to the cupcake to make it more sweeter for the customers satisfaction.

Regarding to the result of customers characteristics, we gather information that will

fill the customers profile.

CUSTOMER PROFILE

CUSTOMER
Column2
Column1 PROFILE
AGE 60 years old up 18-35 years old
GENDER male and female female
FAMILY SIZE 5-7 members 5-7 members
FAMILY LIFE one cupcake per member one cupcake per member
CYCLE
lower-income-family to higher-income- lower-income-family to higher-income-
INCOME family family
crew in fast food, call centers, office
OCCUPATION retired workers
EDUCATION high school to college graduate college students, college graduates
RELIGION any religion any religion
RACE Malay Malay
GENERATION Baby boomers Generation X
NATIONALITY Filipino Filipino

All informations that we have gathered are very instrumental for us in launching
and growing our business.

Microenvironment:

A. Competitors- Lemon square s one of the top Filipino brands that was
given the prestigious Superbrands Award by superbrands asia
organization. Over the years, Lemon Square products have become
staples in Filipino meriendas, pastries, picnics, and other special
occasions. Filipino kids love to have Lemon Square goodies in their
lunch boxes. Parents regularlytake home Lemon Square cakes and
pastries as pasalubong. It has thereforebecome quite apparent thet
Lemon Square has been able to gain the trust and satisfied taste of
Filipino consumers.

B. The Company- Inspire Pastry Company (IPC) is a food manufacturer

located in the Mc Arthur Highway, Meycauayan, Bulacan. IPC aims to
develop loyal customers and catch their attention by providing them a
healthy and quality cupcake product. The company palns to attract
customers through recognizing from products as healthy cupcakes due
to its main ingredient w/c is Yacon that has the ability to regulate blood
sugar levels, lower bad cholesterol, help with weight loss, lower
blood pressure, the health of the liver, prevent certain types of cancer,
boost digestive health and strengthen immune system.

C. The Supplier- SM Department Store

-Tabing-ilog Market
D. Public- Students (College students), night shift workers, call centers
(people who work there), professionals like doctors, nurse, etc. People
whose age is 18 up, baby boomers, ages 50 or 60.

E. Marketing Intermediaries- We deliver our Yacon Product Cupcake to

dfferent stores by the use of truck. We deliver our cupcake bunch by
bunch.

Macroenvironment:

A. Demographic- The target customers would be the Generation X

students, baby boomers, ages 18 up. Also, our target customers are
the ones who wants to be physically fit, the ones who have
diabetes. According to studies, the total adult population who has
diabetes is around 57, 807.

B. Natural Calamity- Earthquake

C. Political- Wage order increase, government policies, shareholders

needs, demands, labbying.

D. Economic- Domestic economy, global economy, taxation issues,

exchange, inflation.

E. Technological- Technology development, competing technology

development, maturity of technology, waste removal / recycling.
CONTROL

The following are the Corrective Actions that will be implemented to make our
Marketing plan align to the objectives.

Market Share Analysis- to know the stand of our company in the competitive
environment in the market
Sales Analysis- to check the sales per month and year. To know the progress
of the profits earned.
Quality Controls- to check the everyday operations in the production and to
know if the standards of producing the product is attaining or not.
Budgets- to monitor the alloted budget if it is properly use.
Ratio Analysis- to check if the budget is properly distributed in all marketing
activities that will be implemented.
Marketing Research- it will help marketing department to study the target
customers needs, wants, characteristics, buying behavior and their
demographic profile.
Marketing Information System- to produce accurate data that is needed for
the marketing plan.
Feedback from customers- we will use surveys to know the feedback of the
customers regarding its taste and effectiveness.
Cash Flow Statements- to monitor the flow of the money in the business.
 Customer Relationship Management- to create loyal customers through
customer service.
Location of buyers and potential buyers- to know the right location where we
should offer the Yacon Cupcakes. The place that has a large number of target
customers.
Activities of competitors to aspects of your plan- to study if the competitors
marketing activities can become threat to our product offerings.
Distributor Support- to check if our company distributes correctly all the
orders of our customers.
Performance of any promotional activities- through this we will monitor if the
promotional activities are effective to the customers or there should be
adjustments or changes in the strategy that is currently using.
Market reaction/ Acceptance to pricing policies- to check if the market agree
or not to the selling price that we make and to know if we are in the right
track of pricing policies because if we violate this it will be a threat in the
company.
Service Level- to know the level of the service that we offer for our
customers. It should be check every month.
Marketing Performance- to monitor if the marketing department performs
great or not and to check if they do their job effectively.

Budget

Inspire Pastry Company allotted 500,000 pesos for the Marketing Budget for the
year 2017.From that Budget we expected 29% growth in the profit in year 2017 and
42% growth in year 2018.

PRICING METHOD (cost plus pricing)

Ingredients Quantity Amount

Cake Flour 2 cup 15.00
Baking Powder 1T 2.00
Salt tsp 1.00
Yacon Vegetable 1 kg 124.00
Egg 8 pcs. 48.00
Cooking Oil cup 15.00
Vanilla 2 tsp 3.00
Cream of Tartar tsp 4.00
TOTAL COST 211.00

Total Cost/No. of Yields = Total cost of each yield *Mark Up Rate= Mark Up cost

211/60 = 3.52 * 100% = 3.52

Total cost of each yield + Mark Up Cost= Selling Price

 3.52 + 3.52 = 7.04 or 7.00

Marketing Tactics

A DIFFERENTIATION STRATEGY is one of creating a product or service that is perceived as being

unique "throughout the industry". The emphasis can be on brand image, proprietary technology,
special features, superior service, a strong distributor network or other aspects that might be specific
to your industry. This uniqueness should also translate to profit margins that are higher than the
industry average. In addition, some of the conditions that should exist to support a differentiation
strategy include strong marketing abilities, effective product engineering, creative personnel, the
ability to perform basic research and a good reputation
 Action Program
Month Task List
1 Inspire Pastry Company members
brainstorming and development of ideas and
strategies that will make the yacon cupcake
bestselling.
2 Posting online advertisement about the Yacon
Cupcake bakery, including its location, selling
price, and strategies that will attract the
 customers.
3 Business Referral Program
4 Printing of advertisement and giving flyers to
people in different locations, posting it
everywhere near your store.
5 Creating companys official website for posting
of announcements, cupcake menu list, increase
the sales, for the product to be known.
6 Customer Referral Program
7 Marketing Training Development
8 Overall store/bakery decorations
9 Alternative or other way of advertising the
bakery.
10 Creating E-newsletter to further promote the
product
11 Annual Review
3. Craft your marketing program, by outlining:

Your product messaging

Your pricing strategy

Cost Plus Pricing[edit]

Cost plus pricing is a cost-based method for setting the prices of goods and
services. Under this approach, you add together the direct material cost, direct
labor cost, and overhead costs for a product, and add to it a markup percentage (to
create a profit margin) in order to derive the price of the product.

The channels you will communicate across

Your promotion plans

 GOALS FOR SATURDAY
Marketing Strategy - Antonette
Logo - Cheenie
Budget - Tesoro
Unique Characteristics ( Packaging , Other Health Benefits) - Antonette
Competitor - Antonette
Target Market Antonette
Control Paulo
Action Programs paki ulit Beatrice
Current Marketing Situation paki ayos pa po cheenie
Objectives and Issues pakituloy Sinahon
Opportunities and Threats pakituloy
Kung may tanong, magtanong na po agad sakin
Strategies

The single objective is to position Chef as the leader in vending machines

and restaurant food and beverage equipment in the Southeast region. Chef
will strive to aggressively increase their market penetration. The marketing
strategy will seek to first create customer awareness regarding the offered
products, develop the customer base, and work toward building strong
customer loyalty.

The message that Chef Vending offers the best vending and restaurant
equipment. This message will be communicated by several methods. The
first method is participation in trade shows that will be a valuable resource.
The second method will be distributor open houses. The third method is the
development and use of Chef's Internet website. The last method of
communication that Chef Vending will be using advertisements in trade
publication.

T
"To provide delicious and nutritious food for the common Filipino"

As a food manufacturer, we aim to develop more and more satisfied and loyal
customers by nourishing them with quality food. We take on the moral duty to
consistently provide satisfaction -- in terms of nutrition and taste.

As an employer, we want our workforce to recognize that commitment and quality,

apart from profitability, are essential to success.

As a Filipino corporation, we desire to inspire more Filipinos to establish their own

business and provide a work environment that exudes admirable Filipino values of
pakikipagkapwa-tao, sipag, tiwala at respeto.

In conducting business, we will work to maintain close relations with all our
partners and suppliers. We will be steadfast in the search for better technology and
better opportunities.

As a member of society, we pledge to be responsible food manufacturer. We vow to

never compromise the quality of our products.

Jolly's Java and Bakery (JJB) is a start-up coffee and bakery retail establishment located
in southwest Washington. JJB expects to catch the interest of a regular loyal customer
base with its broad variety of coffee and pastry products. The company plans to build a
strong market position in the town, due to the partners' industry experience and mild
competitive climate in the area.

JJB aims to offer its products at a competitive price to meet the demand of the middle-to
higher-income local market area residents and tourists.

The Company

JJB is incorporated in the state of Washington. It is equally owned and managed by its
two partners.

Mr. Austin Patterson has extensive experience in sales, marketing, and management, and
was vice president of marketing with both Jansonne & Jansonne and Burper Foods. Mr.
David Fields brings experience in the area of finance and administration, including a stint
as chief financial officer with both Flaxfield Roasters and the national coffee store chain,
BuzzCups.
The company intends to hire two full-time pastry bakers and six part-time baristas to
handle customer service and day to day operations.

Products and Services

JJB offers a broad range of coffee and espresso products, all from high quality Columbian
grown imported coffee beans. JJB caters to all of its customers by providing each
customer coffee and espresso products made to suit the customer, down to the smallest
detail.

The bakery provides freshly prepared bakery and pastry products at all times during
business operations. Six to eight moderate batches of bakery and pastry products are
prepared during the day to assure fresh baked goods are always available.

The Market

The retail coffee industry in the U.S. has recently experienced rapid growth. The cool
marine climate in southwest Washington stimulates consumption of hot beverages
throughout the year.

JJB wants to establish a large regular customer base, and will therefore concentrate its
business and marketing on local residents, which will be the dominant target market. This
will establish a healthy, consistent revenue base to ensure stability of the business. In
addition, tourist traffic is expected to comprise approximately 35% of the revenues. High
visibility and competitive products and service are critical to capture this segment of the
market.

Financial Considerations

JJB expects to raise $110,000 of its own capital, and to borrow $100,000 guaranteed by
the SBA as a ten-year loan. This provides the bulk of the current financing required.
JJB anticipates sales of about $491,000 in the first year, $567,000 in the second year, and
$655,000 in the third year of the plan. JJB should break even by the fourth month of its
operation as it steadily increases its sales. Profits for this time period are expected to be
approximately $13,000 in year 1, $36,000 by year 2, and $46,000 by year 3. The
company does not anticipate any cash flow problems.

Need actual charts?

We recommend using LivePlan as the easiest way to create graphs for your own
business plan.

Create your own business plan

1.1 Mission

JJB aims to offer high quality coffee, espresso, and pastry products at a competitive price
to meet the demand of the middle- to higher-income local market area residents and
tourists.

1.2 Keys to Success

Keys to success for JJB will include:

1. Providing the highest quality product with personal customer service.

2. Competitive pricing.
 Strategy and Implementation Summary

JJB will succeed by offering consumers high quality coffee, espresso, and bakery
products with personal service at a competitive price.

5.1 Competitive Edge

JJB's competitive edge is the relatively low level of competition in the local area in this
particular niche.

To develop good business strategies, perform a SWOT analysis of your business. It's
easy with our free guide and template. Learn how to perform a SWOT analysis

5.2 Sales Strategy

As the chart and table show, JJB anticipates sales of about $491,000 in the first year,
$567,000 in the second year, and $655,000 in the third year of the plan.
Need actual charts?

We recommend using LivePlan as the easiest way to create graphs for your own
business plan.

Create your own business plan

Need actual charts?

We recommend using LivePlan as the easiest way to create graphs for your own
business plan.

Create your own business plan

SALES FORECAST

YEAR 1 YEAR 2 YEAR 3

Unit Sales

Espresso Drinks 135,000 148,500 163,350

Pastry Items 86,000 94,600 104,060

Other 0 0 0

TOTAL UNIT SALES 221,000 243,100 267,410

Unit Prices Year 1 Year 2 Year 3

Espresso Drinks $3.00 $3.15 $3.31

Pastry Items $1.00 $1.05 $1.10

Other $0.00 $0.00 $0.00

Sales

Espresso Drinks $405,000 $467,775 $540,280

Pastry Items $86,000 $99,330 $114,726

Other $0 $0 $0

TOTAL SALES $491,000 $567,105 $655,006

Direct Unit Costs Year 1 Year 2 Year 3

Espresso Drinks $0.25 $0.26 $0.28

Pastry Items $0.50 $0.53 $0.55

Other $0.00 $0.00 $0.00

Direct Cost of Sales

Espresso Drinks $33,750 $38,981 $45,023

Pastry Items $43,000 $49,665 $57,363

Other $0 $0 $0

Subtotal Direct Cost of Sales $76,750 $88,646 $102,386