A project on my class. Introduction to Business in the Global Environment

Table of Contents

Executive Summary

Business Description and Vision (Hannah/ Phil)

Definition of the Market (Oliver/ Hannah)

Description of Products and Services (Amy/ Phil)

Organization and Management (Allie/ Amy)

Marketing and Sales Strategy (Abdul/Allie)

Financial Managements (Phil/ Hannah)

Appendix

EXECUTIVE SUMMARY

BUSINESS DESCRIPTION AND VISION

Mission Statement

To provide all ages with a variety of custom gourmet milkshakes in a fun, friendly social environment.

Company Vision

To create a warm, welcoming environment that sweetens up every customers’ day.

To sweeten up every customers’ day with our warm environment

“happy in a cup”

To create sweet little moments for our customers that break through the clouds of the everyday.

Business Goals and Objectives

-become a necessity/landmark for PLU students “you have to go here”

-expand

Organization History and Overview of Industry

Key Company Principles

Who is the business and what does it stand for?

What benefits would this business provide to the community?

What is our perception of the company’s growth and potential?

What are the specific goals and objectives of the business?

What is the background of this company and the industry?

DEFINITION OF MARKET

Business Industry and Outlook

Critical Needs of Market

Target Market

Primary Market: Our primary market is college age young adults

Secondary Market: Our secondary market is general community

General Profile of Targeted Clients

Anticipated Share of Market

What customer needs are we fulfilling?

What industry do we operate in?

What is the intended scope of our market?

Who are our targeted customers?

See BUSN ch. 11 and ch. 14 (SWOT analysis would be useful)

DESCRIPTION OF PRODUCTS AND SERVICES

Products and services our business will provide include:

· Our main product will be milkshakes; there will be endless flavor combinations available to our customers to provide each person with exactly what they want

· The make-up of each milkshake will include an ice cream base with up to two toppings included  

· Customers will be able to choose from ten classic ice cream base flavors, as well as an additional five frozen yogurt flavors

Flavors offered:

· Chocolate

· Vanilla

· Strawberry

· Coffee

· Peanut Butter

· Cake Batter

· Mint

· Cherry

· Bubble Gum

· Cheesecake

Frozen Yogurt Flavors:

· Mango

· Peach

· Lemon

· Orange

· Mixed Berry

Toppings offered:

Candy options: Snickers, Milky Way, Butterfinger, Reese’s Peanut Butter Cups, KitKat, Heath bar, M&Ms, Chocolate Chips (milk,dark, white), Gummy Bears, Marshmallows

Dessert options: Oreo, Graham Cracker, Girl Scout Cookies (Thin Mints, Simoas), Brownie Bites, Cookie Dough Bites, Cheesecake Bites, Cake Bites (yellow, chocolate, funfetti)

Fruit Options(fresh every day): Strawberry, Blueberry, Raspberry, Blackberry, Cherry, Banana, Pineapple, Peach, Mango, Apple

Nut options: Peanuts, Almonds, Pecans, Walnuts

Other toppings: Fudge, Chocolate Sauce, Caramel Sauce, Butterscotch Sauce, Marshmallow sauce, Peanut Butter, Nutella, Cinnamon, Coconut, Sprinkles, Whipped Cream

Cereal Options: Captain Crunch, Fruity Pebbles, Cocoa Puffs, Cinnamon Toast Crunch, Reese’s Pieces, Fruit Loops, Lucky Charms

· Pricing of each milkshake is as follows:

· Small (12 oz.) -$3

· Medium (16 oz.) -$4

· Large (20 oz.) -$5

*All milkshakes include two choices of toppings. Additional toppings are $0.25 each

Describe how our products and services are competitive

Reference applicable graphics and brochures (presented in full in appendix)

Why are we in business?

What are our products and services?

How much will they sell for?

How and why are our products and or services unique from the competition?

Why will our business be competitive?

ORGANIZATION AND MANAGEMENT

Company Organization

Legal form of ownership: General partnership

· partners have unlimited liability

· each partner has an equal voice

· each partner pays taxes on individual share of income

How things get done (customer experience, play by play: flow of customer POV, walking in, ordering, menu, service, register, layout, making shakes):

· When a customer walks into our business they are welcomed by a refreshing atmosphere and friendly service. Our display menu conveys a variety of milkshake options available for custom-order. Whether someone is feeling creative or in the mood for a classic treat, For Goodness Shakes! is the place for them.

Required licenses and permits

· state tax registration

· registering business name as trade name ($5 fee)

· business license application ($19 fee)

· industrial insurance (workers’ compensation)

· unemployment insurance

· trade name registration

· city and county licenses

· not required to file or register with Washington secretary of state

· Food worker card (food handler permit) from department of health

·

Biography description of key company managers (convince that everyone is uniquely qualified, realistically)

· Abdul Alhabib: marketing, great smile, salesman, people person, charismatic, hr, customer relations

· Oliver Johnson: charisma, public speaking, spokesman, work ethic, efficient, optimism, ambition

· Hannah Heelan: good with numbers, worked with accounting, organized, focus,

· Phil Abraham: finance, good with people, calm, good communication listening skills, dedicated, hard working, predicting costs and expenses, planner, tech support, investing

· Amy King: creative, graphic design major, hard working, nice, so cool, loves milkshakes, adaptive, determination, people person, customer service oriented, teaching and training

· Allie Smith:

What is the legal form for your business?

Who are the leaders of your business and what are their roles?

How do operations flow within the firm?

MARKETING AND SALES STRATEGY

Product specify actual product, how they relate to end-user’s needs/want

Milkshakes

· Build your own

· Ice cream base

· Syrups

· Additional toppings

· Specialties

Promotion specify how to advertise, promote, publicize product, brand and company

Positioning statement (how the firm would like the target market to view a product relative to the competition. Logic behind the slogan ): How does Shake business vary from competition (ex: Baskin Robins)

· Cool, unique atmosphere, innovation, custom, build your own,

· Competitive prices

· Fresh new taste on a classic treat

· “The new classic”

· How are we different?

· Slogan: Shakin’ up the Expectations: The way you want it is the way we like it.

Strategies/advertising: (CHECK ONLINE COST ESTIMATES OF ADS)

· punch cards

· free samples?

· PLU promotions

· website

· radio

· flyers

·

Pricing set prices for products including promotional sales, discounts, bulk sales (SEE ONLINE COST ESTIMATES)

· 1 ice cream base / 1 flavor / 2 additional toppings ($0.25 charge for add-ons)

· Small $3.00 (12 ounces)

· Medium $4.00 (16 ounces)

· Large $5.00 (20 ounces)

Competition

· Cold stone

·

Placement (Distribution) how to get product to end-user. How it will be sold/distributed

· Form utility:

· Time utility: open late hours (

· Place utility: accessibility, near campus, Take over emerald smoothies

· Ownership utility: punch cards and promotions

· Information utility: info on each ingredient option

· Service utility:

Who is our market and how will we reach it?

How will our company apply the 4Ps to sell our products competitively?

FINANCIAL MANAGEMENT