Strengths
Potential advantages include the unique Gelato flavors we can offer. If our shop can customize your own Gelato on site, this may be an advantage, because there is no gelato shop will provide the same product like ours. Another strength is to locating our shop in a busy area, For example, The Strip, where have lots of people coming and going. They might walk in to our shop and have a cup of gelato. Since gelato has less fat than normal ice cream, it's a healthier option for those who pay attention to fat intake, and also it might be a new experience for those who haven’t try gelato before. Another strength is that compared with ice cream, the gelato require less energy to keep at serving temperature. Gelato is served at 10 degrees to 22 degrees Fahrenheit, but ice cream is served at temperatures of 0 degrees to 5 degrees Fahrenheit. In Las Vegas area, the weather is hot in most of time in a year, in hot weather, we might sell a lot of gelato and get a high revenue from it.
Weakness
The weakness is the lack of experience in managing gelato shop. If we have to rely on specific suppliers to provide ingredients in our gelato, if they fail to provide the raw materials we need, or if they unexpectedly raise prices, we will be at risk of these problems. Compared with national or regional franchising, lack of brand awareness is another potential weakness. There are up to 40 gelato shop in Las Vegas area, it is also a big challenge to compete with them.
Opportunity
We can offer gluten free, nuts free gelato which is unique to our shop. To increase sale, we can do pre packaging gelato, easier for customers to take home or office place to enjoy our gelato.
Threats
There are a lot of ice cream shop, yogurt shop and gelato shop in Las Vegas. People are more likely to buy and remember national franchising brands and well advertised brand. Nowadays, there is a trend that eat healthier or focus on eating less sugar due to disease such as obesity and diabetes are threats, even though gelato has less fat and sugar than normal ice cream.