Executive Summary
You dessert it is a dessert bakery located in the Paranaque City. We can loosely
be described as a quick-service bakery where customers sit around and watch
their desserts being made. The show, as well as the dessert, is our main selling
point.
You dessert it vision is to bring a new concept with an old fashioned feel in order
to become a favorite spot. You dessert it also hopes to become a destination for
all who loves desserts.
We plan to expand our market through social media by consistently posting our
new products and offerings, since everyone are exposed in technology. You
dessert it will receive an added boost of increased. Therefore, we are
aggressively planning for a 50% increase in sales the second year of business.
By creating a new strategy in the bakery industry, You dessert it will increase
sales by more than 200,000 over three years while maintaining a gross margin of
60%. Rutabaga Sweets will establish itself as an exceptional dessert. We also
will gain a competitive advantage in take out and catered desserts.
Description of the Business
You dessert it is a dessert shop concept. It emphasizes handmade gourmet
desserts Watching your dessert be prepared right in front of you is the unique
selling point of our business. You dessert it is a hospitality shop dedicated to
providing quality desserts in a comfortable atmosphere for clients who seek a fun
"gourmet" experience outside. We intend to make enough profit to generate a fair
return for our investors and to finance continued growth and development in
quality products. We also maintain a friendly, fair, and creative work environment,
which respects diversity, new ideas, and hard work. You dessert it is a sole
proprietorship seeking money.
Description of the Product or Service
You dessert it sells desserts .Customers can dine-in and watch the chef create
their dessert. We also offer carry-out to prepare our desserts at home or have a
special cake for a celebration. We will also offer special promotions. Moms will be
encouraged to bring in their children for milk and cookies they help prepare! Or
moms can come in with friends for some relaxing time away during our Tea Time.
Market Strategies
We have specifically targeted segments of people with an appreciation for
delicious desserts and a need for comfort and relaxation. You dessert it is a
haven for the busy & successful who want to treat themselves to something
soothing and a little sinful! It doesn't take a lot of time, yet is so rewarding.
These people will value the high quality product presented without pretension.
Our customers will also appreciate the fun and fast service - whether celebrating
a birthday.
You dessert it marketing strategy will be education of the consumer and
subsequent word-of-mouth. We will become known as a unique dining
experience as well as a superior pastry shop. Customers will be reached
through fliers, social media and holiday promotions.
Market Segmentation
Our market is divided into four different psychographics: Comfort
Creatures, Celebrators, Moms, and Gourmet Wanna-bes. They
represent groups of people sharing similar behavior patterns and
reasons for patronizing You dessert it.
Comfort Creatures are mainly white collar workers who are driven by
success and prestige yet miss homemade comfort foods of their
childhood. They may stop in on their own or bring clients in for a
gourmet dessert experience.
Celebrators are just that - people celebrating special occasions.
Birthday, anniversary, graduation, valentine's day, etc., families and
loved ones will gather at You dessert it over sumptuous desserts and a
festive atmosphere.
Moms actually encompasses all family members. You dessert it is a
gathering place where families are welcome and feel comfortable.
"Moms" can come in for after school milk and cookies with their
children and relax while we pamper the little ones. Or they can meet
up with friends for our Tea Time.
Gourmet Wanna-bes watch the Food Network and easily spend for the
latest cookbook. They'll be the adventuresome diners at You Dessert
it, as well as the first to sign up for our cooking classes.
Target Market Segment Strategy
We have specifically targeted segments of people with an appreciation
for delicious desserts and a need for comfort and relaxation. You
dessert it is a haven for the busy & successful who want to treat
themselves to something soothing and a little sinful! It doesn't take a
lot of time, yet is so rewarding. These people will value the high
quality product presented without pretension. Our customers will also
appreciate the fun and fast service - whether celebrating a birthday.
Service Business Analysis
Although You dessert it is creating a new niche in the food service
industry, we do share similarities, and therefore compete with several
kinds of quick-service service dessert businesses:
1. Restaurants: any restaurant offering dessert.
2. Ice Cream Shops
3. Donut and Coffee Shops: any place coffee and pastries are
available for carry-out or dine-in consumption.
4. Supermarket: in-store bakeries as well as frozen specialty
desserts offer some competition.
5. Bakeries: free-standing traditional bakeries.
Competition and Buying Patterns
Although You dessert it is opening up a new niche in the bakery
industry, there is no doubt that we are competing with a variety of
similar businesses. We need to compete against the ideas that dessert
is something that only follows a special dinner and needn't be any
better than a frozen cake. We want every day to be a reason to
celebrate. And being able to watch your gourmet dessert be prepared
by a chef is a treat that appeals to everyone.
While price may be a factor when competing against Ice Cream and
Coffee Shops, these same consumers who are willing to pay 200 pesos
for a latte or a scoop of ice cream are already conscious of a better
quality product. We believe they will be equally as willing to spend a
little extra for an extraordinary dessert in a warm and friendly setting.
The comfort factor also plays an important role in consumer decisions
about sweets. Both the atmosphere and staff of you dessert it excel at
warm & friendly. And the menu will reflect "comfort food" desserts as
opposed to intimidating desserts that resemble architectural collosi.
We will use the highest quality products; sometimes paring the
ordinary with the exotic, but we will always present our desserts in a
unintimidating manner.
Operation and Management
You dessert it will be slow to hire people in the first few years of operation, but very
loyal to those who are hired. Initially all employees will be part-time as the majority of
the work will be done by the chef-proprietor. As the company grows, new employees
will be trained and supervised by original employees who have been promoted to a
leadership position. It is our belief that employees who are dedicated to the success of
Rutabaga Sweets should be rewarded. They will be leaders in our future store
developments.
PERSONNEL PLAN YEAR 1
Chef/Proprietor 128,880
Dessert Bar Assistants 84,000
Dishwasher/Busser 84,000
TOTAL : 3 PEOPLE
TOTAL PAYROLL (ANNUAL) P296,880
Financial data
It is key to our financial success to grow You dessert it not just as a dessert bar, but as a
company. We are looking for an investment of 300,000 seed money with the hopes of
eventually selling an established chain of dessert bars or establishing our company as a
gourmet franchise. This means we must always be reinvesting in the future of You
dessert it.
Break-even Analysis
For our break-even analysis, we assume running costs including our full
payroll, rent, and utilities, and an estimation of other running costs.
Payroll alone, at our present run rate, is only about $4,000.
YEAR1
Full payroll 296,880
Rent 60,000
Utilities 30,000
Running Cost 30,000
Table of Contents
Executive Summary 3
Description of the Business 3
Description of the Product or Service 3
Market Strategy
Definition of the Market 4
Determination of the Market Share 4
Positioning Strategy 4
Pricing Strategy 5
Distribution Strategy 5
Promotion Strategy 5
Analysis of the Competition 5
Operations and Management
Organizational Structure 6
Operating Expenses 6
Capital Requirements 6
Cost of Goods Sold 6
Financial Data
Income Statement 7
Balance Sheet 7
Cash Flow Statement 7
yOU
DESSERT
it
Business Plan
6602 mirasol st.
Gatchalian subdivision
Bgry San Dionisio
Paranaque City.
(02) Prepared
8475683 by:
Jomarie G.
udessert@yahoo.com
Neptuno
www.udessert.com
