Processing

More Than A Muffin

Group Name:THE MUFFIN GIRLS

Company name: More than a Muffin

Mission Statement:

At More than a Muffin, our mission is to provide our customers with a nutritious and delicious high protein and high fiber breakfast muffin that fits into their busy everyday lives. We believe that eating a healthy breakfast should never mean having to sacrifice flavor or satisfaction, this is why we created these healthy guilt-free muffins. We have specifically designed these muffins to meet the nutritional needs of adults older than the age of 55. Our mission is to help our customers make healthier choices, while also promoting sustainability that will benefit both our customers' health and the environment.

Company Members and Roles

Name	Roles Completed
Team Leader: Michala Ruyle	Layout of Portfolio Executive Summary Business Plan POD Equipment Placement Kitchen Layout/Placement Stage Gate Nutritional Panel Go/No Go
Member: Corina Flanagan	Concept Mission Statement Marketing Plan Packaging Process Company Logo
Member: Lexy Jernigan	Costing Nutritional Analysis Formulas & Procedures Prototyping

Concept

Our product is a high protein high fiber breakfast muffin marketed to people 55 and older. Our shelf stable breakfast muffin is a delicious healthy alternative to other indulgent breakfast items on the market. More than a muffin, breakfast muffins are unique because they do not sacrifice any flavor while also being a healthier alternative to other breakfast muffins out there.

Some key points of difference that set More than a Muffin apart from other healthy breakfast options on the market is the high fiber and protein content in our muffins. More than a Muffin is specifically designed to provide our customers with a healthy amount of fiber and protein, making it a healthy breakfast option that will leave them feeling full and satisfied. Our muffins are specifically targeted towards the 55+ age group, as our company believes the market is lacking in healthy, convenient, and good tasting breakfast options for people of this age group. All of these points of difference make More than a Muffin an appealing option for health conscious individuals aged 55+ looking for a convenient, healthy and sustainable snack.

The suggested price of the muffins will be $4.

POD (points of difference)

More Than a Muffin	Market Competitors
Nutritional Value · High Protein · High Fiber · Low Sodium · Gluten Free · Higher Quality Ingredients Sustainability · Resealable Packaging · Reusable Packaging Acceptable Flavor On The Go/ Convenient Low Running Cost Will Satisfy Hunger	Powerful · Online Distribution · Communication Variety of Flavors Affordable Kid Friendly

Executive Summary

Company and Management: more than a muffin is a limited liability company (LLC) that is registered in Texas and located in Denton. There are three owners, Michala Ruyle, Lexy Jernigan, and Corina Flanagan, who each have 4 years as food and nutrition degree college students.

Services: our customers are hoping to get a healthy muffin that provides the protein and fiber needed in their diet. Although there are many muffin types and flavors already in the market, our muffins are different by the way they provide the nutrients needed for a healthy diet. We will cut back on calories as well as keeping the muffin delicious.

The Market: The global muffins market size reached a value of more than USD 9.84 billion in 2022. The market is further expected to grow at a CAGR of 3.30% between 2018 and 2028, reaching a value of USD 11.93 billion by 2028. Our market research shows that there is a big market for muffins, with the rise in demand because of easy availability, popularity of convenience, and cultural preferences.

Competitive Advantages: there are many other muffin companies in the market. What makes More than A Muffin different is because of the healthier alternatives we have in our muffins. We provide healthier ingredients while still tasting delicious and also giving more in each pack than the leading competitor. We take care in making our muffins, making sure everything is correctly and safely made.

Financial Projections: Based on the size of the market and our defined service area, we estimate the More Than A Muffin will generate $0 in revenues in our first year. We’d expect a growth rate of 7% per year after the first year's launch.

Startup Financing Requirements: To Launch, More Than A Muffin Needs $ 140,000 in startup capital to purchase equipment and ingredients. More than A Muffin has already had $50,000 invested into the project.

Marketing plan for More than a Muffin!

Target audience: Our primary audience for More than a Muffin is health conscious individuals aged 55 and older. Our muffins fall in the category of this demographic's snacking habits and preferences.

Brand Identity: More than a Muffin is a brand that communicates several points of difference to other brands out there.

1. High protein and high fiber content

2. Delicious flavor

3. sustainability (less packaging than other options on the market)

4. convenience (our muffins are made to be eaten on the go)

Partnerships: More than a Muffin plans to develop partnerships with communities with large amounts of people in the 55+ age group. Such as senior fitness establishments, and old folk communities to expand our market visibility and promote our product.

Social Media: As social media is at its peak in not only the younger generation but the older as well, More than a Muffin will use influencers with an older audience to promote More than a muffin and build brand awareness. An example of influencers we would use would be @brunchwithbabs @gradnpachan @grandadjoe1933 and @momyemma1938.

Discounts: More than a Muffin will offer discounts to those that find More than a Muffin

through social media with a link offering 10% off their first purchase to incentivize purchase.

By doing all of these marketing strategies, More than a Muffin will build brand awareness while reaching its target audience and increase sales, all while staying true to the brands mission, a healthy, convenient, and sustainable muffin for the older generation.

Business Plan:

Mission statement: More than a muffin strives to provide a healthy-guilt-free high protein and high fiber breakfast muffin. Our goal is to provide the daily recommended intake from the CDC of both protein and fiber for the elderly over sixty-five.

Company ownership: Michala Ruyle, Lexy Jernigan, and Corina Flanagan are the sole owners of More Than A Muffin. There are no other parties with the ability to claim an ownership stake in this venture. It should be noted that Ms. Ruyle, Ms. Jernigan, and Ms. Flanagan, are open to offers from investors or investment groups that share their long-term vision for profit and success.

Business location: More Than A Muffin is located in Denton, Texas With the ability to serve customers around the world. Long-term plans are for this to remain the base of operations due to the familiarity of the founders with the area and the reach that the internet provides.

Products and Services: More Than A Muffin will offer a variety of muffin flavors that each provide the recommended daily intake of protein and fiber. This company will have a drop shipping approach which will greatly enhance the appeal and lower the overall overhead costs that are incurred.

About the founders: Michala Ruyle, Lexy Jernigan, and Corina Flanagin are the founders of this company. Each founder has experience as a food and nutrition major at a four year college where they have been taught all the information needed to create and run a business. This background in nutrition will be valuable as a leader in the muffin market by understanding healthier alternatives that customers will enjoy to create a true market leader.

SWOT Analysis

Strengths	Opportunities
· More than a Muffin is a healthier alternative to other breakfast muffin options on the market. · Our muffins are shelf stable with simple ingredients · Convenience, More than a Muffin is meant to be consumed on the go for the convenience of our customers. · Our product is marketed towards people 55+, which makes our product easier to market.	· As our product is a health food product, we have an opportunity in the growing health and wellness world · Grow into more health products that are shelf stable · More than a Muffin plans to expand with more flavors and variations of our muffins. · With the use of social media and online influencers, we have the opportunity to increase our sales through the online market.
Weakness	Threats
· Competitive market for the ingredients · Competitive ingredients mean higher prices · Cheaper breakfast options · Different eating patterns… fasting until lunch	· Competitor breakfast options: cereals, bars, and more · Reaching the age range clientele through social media · Our clientele tends to be on more of a fixed income, considering the world's economic conditions and possible recession this could be a threat for our company

STAGE GATE PROCESS

GateKeeper: Lexy Jernigan

STAGE 1

· Market Research

· Analysis

· Market

· SWOT

· Competitor

· Product Concept

· Preliminary

· Business

· Team

· Budget

· Schedule

· Market Requirements

· Executive Summary

· Target Market

1st: Failed due to no idea of Market (analysis and target) 2nd: Passed after getting idea passed though

STAGE 2

· Product Requirements

· Purpose

· Features

· Functionality

· Product Roadmap

· Development Plan

· Financial Plan

· Updated:

· Budget

· Schedule

· Preliminary:

· Marketing Strategy

· Launch Plan

· Project Management Plan

1st: Passed quickly ( had a good map of what needs to get done)

STAGE 3

· Product Design Requirements

· Prototyping

· Test Plan/Quality

· Design Review

· Costing Review

· Pricing Plan

· Updated:

· Marketing Strategy

· Launch Plan

· Project Management Plan

1st: Failed (prototyping, design requirements and costing) 2nd: Failed (prototyping and costing) 3rd: Failed (Prototyping and costing) 4th: Failed (Costing) 5th: Passed

STAGE 4

· Completed Passed Tests

· Certifications

· Test Manufacturing Run

· Product documentation

· Market/ System Assessment

· Pricing Finalization

· Launch Decision

1st: Failed (Test Run, Completed Passed Tests, and Pricing Finalization) 2nd: Failed ( Completed Passed Tests and Pricing) 3rd: Failed (Pricing) 4th: Passed

STAGE 5

· Market Collateral

· Continuing Rollout

· Demos

· PR/ Advertising/ Magazines/ Analysts

1st: Failed ( Demos) 2nd: Passed

STAGE 6

· Monitor Financials

· Customer Feedback

· Compare Results to Plan

· Lessons Learned

1st: Currently in this Stage

Prototyping

FINALIZED RECIPE

Chickpea flour- ¾ cup

2 tbsp coconut sugar

Dried Applesauce- 1 cup in oven at 275 degrees for 30 min to remove moisture

Baking powder- 1 tsp

Vanilla extract- 1 tsp

Milk powder- 2 tbsp

Microguard- ¼ tsp

Freeze dried strawberries- ¼ cup

Ground Cinnamon- ½ tsp

· May have to change agave, agave is not friendly with aw. May have to use another sugar

· Cultured dextrose (micro guard 200) - all natural (0.5%)- ¼ tsp

· DON'T put multiple flavors in one package (prof adams advises)

· Using apple powder instead of applesauce?

· 2 Tbsp dry milk

Cost to Produce Spreadsheet

Ingredient	Unit	Cost of unit	Amount used	Cost per unit used
Chickpea flour	16 oz (454g)	$3.99	73.1g	$0.64
Organic palm coconut sugar	24 oz (680g)	$7.44	23g	$0.25
Unsweetened applesauce	46 oz (1304.08)	$2.96	230.8g	$0.52
Vanilla extract	1 fl oz (28.35)	$5.84	3.8g	$0.78
Nonfat dry milk	25.6 oz (726g)	$8.43	10g	$0.12
Freeze dried fuji apples	1qt (85g)	$16.95	5.6g	$1.12
Ground cinnamon	2.5 oz (70g)	$1.18	1.3g	$0.02
Microgard	10 oz (283.5g)	$22.00	35.07g	$2.72
Baking powder	8.1 oz (230g)	$1.98	3.1g	$0.03
Total per batch	3860.93g	$70.77	385.77g	$6.20

Cost per muffin: $0.34

Start up cost
Expenses assigned	$90,000
Business plan	$5,000
R&D expense	$212.31
Cost of borrowing money (interest)	$8,000
IT expense	$1,539
Development of marketing plan	$9,000
Advertising	$4,200
Equipment & supplies	$11,493.98
Contingency	$10,000

Product costs
Raw materials	$4,383
Packaging	$5,838
Direct labor	$5,000
Manufacture overhead	$8,342.23

Cost Analysis
Conversion cost	$0.79/lb
Cost to produce	$4,598
Quantity made	30,000 units
Manufacturing cost	$0.15/batch
Marketing cost per unit	$0.14
Sales cost per unit	$0.92
Warehouse	$291.01
Shipping	$989.40

Costing

	1st year	2nd year	3rd year
Cost -Production · Marketing · Materials	$168,885.95	$55,134.40	$55,134
Profitability	+$110,000	+$324,865	+$539,731

Fixed Costs	Labor R&D expense Packaging Warehouse Interest Development of Marketing & Business Plan
Variable Costs	Manufacturing cost Marketing Cost Shipping Raw Material Equipment and Supplies Advertising

Nutritional Analysis

Nutrition per muffin (21.43g)
Calories	30.05 kcal
Total fat	0.13g
Carbs	6.06g
Sugars	3.83g
Protein	1.25g
Sodium	33.22mg
Fiber	0.45g
Saturated fat	0g
Trans fat	0g
Monounsaturated fat	0g
Polyunsaturated fat	0g
Cholesterol	0.22mg
Calcium	30.94mg
Magnesium	0.14mg
Potassium	14.58mg
Iron	0.27mg
Zinc	0mg
Phosphorus	5.66mg
Vitamin A	0.06mcg
Vitamin C	4.36mg
Vitamin K	0.02mcg

Nutrition per batch (18 mini muffins) 385.77g
Calories	540.9
Total fat	2.42g
Carbs	109.02g
Sugars	60.86g
Protein	22.49g
Sodium	597.91mg
Fiber	8.13g
Cholesterol	3.9mg
Calcium	557.02mg
Magnesium	2.53mg
Potassium	262.5mg
Iron	4.89mg
Zinc	0.03mg
Phosphorus	101.87mg
Vitamin A	1.15mcg
Vitamin C	78.43mg
Vitamin K	0.41 mcg

Principle Display Panel

IDP, LIN, Nutritional Panel

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Process Flow Chart:

Process of More than a Muffin Product Production

Step 1: Receiving

· Raw material is received from suppliers and checked for quality

Step 2: Quality assurance

· Prior to receival, suppliers were chosen by following the HACCP food safety system.

· At the point of receival raw material will be checked by following food safety legal requirements. Product temperature and integrity will be checked, product expiry, and shelf life and thorough cross-contamination check of shipment.

Step 3: Mixing

· Dry ingredients are weighed and placed into the mixer.

· Wet ingredients are then measured and added to the dry mixture while mixing continues.

Step 4: Portioning

· Muffin batter is portioned into the muffin tins using a depositor to ensure that each muffin is the same portion size and weight

Step 5: Baking

· Muffins are loaded into the oven at a temperature of 375 degrees F for 12 minutes.

· Once baking is completed, muffins are placed onto cooling racks.

Step 6: Cooling

· Muffins will be cooled until the correct internal temperature is reached.

Step 7: Quality assurance

· At this point products will have another quality assurance check to be sure that in this part of the process the muffins are up to the company's regulatory standards.

· Any muffins not up to company standards will be removed from the production line.

Step 8: Packaging

· At this point muffins are packaged into their individual packaging

Step 9: Quality assurance

· Muffins are checked for correct and safe packaging

Step 10: Storage

· Finished product is stored in its designated area based on temperature and shelf-life requirements.

Step 11: Shipping

· Finished products are loaded onto trucks and shipped to the distribution centers.

Equipment Selection

Scale: AvaWeigh PCS60T 60 lb. Digital fw Computing Scale with Tower $219.99/ Each

Mixer: Eurodib M20ETL 20 qt Planetary Mixer - Bench Model, 1 1/2 hp, 110v $1,125.00/ each

Conventional Oven: MoTak MCO-1-DBL Double Full Size Convertible Gas Convection Oven $5,939.00/ Each

Package Sealer: Weston 65-0501-W Vacuum Sealer w/ 11" Seal Bar - Black/Stainless, 120v $209.99/ Each

Equipment Placement

HACCP PLAN

1. Conduct a hazard analysis: identify potential hazards with the production, handling, and consumption of the muffins.

· Biological- bacteria, hazards, or parasites that can cause a food illness.

· Chemical- cleaning agents that could contaminate the muffins.

· Physical- foreign objects that could contaminate the muffins like glass, plastic.

2. Determine the CCP’S- A critical control point is located at any step in the process at which control can be applied and is essential to prevent, control, or eliminate a food safety hazard or reduce its acceptable level.

· Rejectment of raw material not meeting standards

· Time and temperature during mixing and baking

· Muffins cooled properly

GO/NO GO

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