SWEET CONFECTIONSBY: Cassandra Latawiec, Kevin Withrow, Esther Nicks, Kari Littleford

PART I

Basic Company Information

Sweet Confections

The company has a sweet confession to make: it bakes fresh vegan and gluten free products daily.

The target market has a sweet confession to make: they live a healthy lifestyle but do not want to deny their sweet tooth.

Mission Statement

“Here at Sweet Confections, it is our mission to offer a variety of healthy baked goods without sparing any

sweetness for the enjoyment of the consumer. Sweet Confections is committed to bake with savvy

substitutes and organic ingredients to ensure that this bakery caters to everyone with a sweet tooth. Sweet

Confections also makes a commitment to help support the environment and economy through purchasing only organic and eco-friendly products. Each day, Sweet Confections will provide a variety of freshly

baked delectable goods, nothing more in ingredients, and nothing less of sweet.

”

Goals and Objectives

To spread the word about the benefits of healthy living.

To teach the consumer about the advantages of becoming a vegan.

Inform consumers of healthy vegan substitutes.

Create awareness and provide information and facts about celiac disease

Target Market

Demographic Gender: male and female Age: all ages Economic Status: middle – upper class Core Residence: Southlake, Texas Generic Residence: DFW metroplex  Lifestyle Health conscious Interested in learning Vegan friendly Environmentally friendly Maintain gluten-free diets Trendy innovators Early Adopters 

Retail Format

Brick and Mortar E-commerce site that allows customers

to place orders and make catering appointments online

Product Offering

An array of baked goods

Drinks such as coffee, hot tea, or lemonade

Baking classes Catering

services

Customer Service

“Customer is always right” motto Employee Education

Product knowledge Taste testing Customer care techniques

Communication Forum Facebook Page Birthday Treats Thank you Cards

SWOT Analysis

Strengths Overall concept follows the trend of a healthy

lifestyle Offers an assortment of baked goods Only bakery in the Southlake location to offer

vegan and gluten-free products Caters to people with Celiac disease by offering

healthy organic substitutes Use only sustainable, eco-friendly materials in

the construction of the store and operations.

Weaknesses Poor perception of the product offering

SWOT Analysis Opportunities Expand product offerings to other locations Find new and charitable organizations or businesses with

which to team up Come up with more interactive ways to get the consumer

involved with our business 

Threats Direct

Established bakeries in the area Nothing Bundt Cakes Sublime Bakery Spiral Diner & Bakery

Indirect Bigger name businesses

Central Market Sprouts Whole Foods Target

PART II

Merchandising and Location Strategy

Nature of Merchandise

Vegetarianism and Veganism are rising trends in the US and we are catering to this market through our assortment of completely vegan sweets and beverages.

Sweet Confections gives a healthy alternative to baked goods.

We offer baked goods that exclude all animal products or bi-products, such as dairy products.

Variety and Assortment

Sweet Confections offers its customers an assortment of breads, pastries, muffins, cookies, brownies and beverages.

We will also offers products seasonally, we utilize fresh fruits and vegetables in their growing season as much as possible.

Brands Carried

We strive to use as much organically grown local ingredients as possible but for those items that aren’t grown locally we use several vegan brands that are nationally known.

Silken Tofu Ener-G Egg Replacer Specrtrum Organics for our canola,

coconut, and flax oils Hershey’s Cocoa for baking

chocolate

Level of Quality

Sweet Confections seeks to provide its customers with products baked with the highest quality ingredients.

Sweet Confections will bake our products without the use of eggs, flour, white sugar, dairy milk, sour cream, butter, dairy cream, and cream cheese.

Pricing

Vegan ingredients are more expensive than regular baking ingredients.

As a result our products are slightly more expensive than regular bakeries.

Store Location

Sweet Confections will be located in the Town Square of Southlake, Texas.

It is a central shopping location for residents and a destination shopping center for surrounding communities.

Store Location

Southlake was chosen because of the central location, prime income range and median age of consumers in Southlake.

In 2008, the median income of a Southlake resident was $172,945 and the median age is 35.

PART III

Promotional Strategy

Promotional Strategies

Grand Opening Flyer To Go Menu Frequent Buyer Card Birthday Postcards Baking Classes Coffee Sleeves

Grand Opening Flyer

Sent out to residents of Southlake & neighboring towns

Provides basic information about the bakery

Incentive coupon

To Go Menu

Sent out to residents of Southlake & neighboring towns

Provides basic information Products Price Contact

Frequent Buyer Card

Consumer incentive

Builds brand image Customer loyalty Back

Front

Birthday Postcards

Communication is key Facebook, Twitter,

or e-mail list Builds relationships

Front

Back

Baking Classes

Product education Veganism Celiac disease Local Harvests

Open to anyone Consumer

participation

Coffee Sleeves

Continuing education

Brand awareness Reinforces mission

statement Strengthens top-of-

mind recognition Reaches out to

potential consumers

PART IV

Store Layout and Design

Signage

Chalkboard Menus

Chalkboard Conversational Signage

Chalkboard Labeling

Recyclable Frames

LADIES

GENTS

You are the icing on my

cupcake

Keep calm and

have a cupcake

Layout

Free Flow Layout Relaxed, calming flow Guests must pass tables before reaching the counter Variety of seating areas

Space Allocation/Circulation

Interior Design

Environmentally conscious, comfortable, and relaxing atmosphere

Behr Premium Plus Ultra Paint

Bamboo

Travertine Stone

Plates with a Purpose

Interior Design

Ambiance

Relaxing Eco-friendly Trendy Welcoming Modern yet shabby

chic Intimate or casual Modern,

contemporary Jazz music

Lighting

LED bulbs Track Lighting Bottle chandelier Sunlight Pendant Reclaimed Wood

Ceiling Light Recycled Lamps

Fixtures

Fixtures selected based on style, purpose, and eco-friendliness

Reclaimed wood Sustainable

hardwood driftwood from Indonesia

Rattan vines Solid plantation-

grown teak

Fixtures

Merchandise Presentation

Baked goods displayed on the countertop

Other goods kept in the glass bakery display

Espresso and coffee machines visible

Visual Merchandising

Merchandise shown refrigerated bakery display case

Various accents and décor throughout the bakery

Front window sports the logo and hanging cupcakes

Recyclable bench surrounded by plants underneath front window

THANK YOU!

ENJOY THE CUPCAKES AND HAVE A SWEETENED DAY!!!