Business Plan for Layer Cake Bakery
4250 Barranca Pkwy, Suite I, Irvine, CA 92604
Huong Pham
112 Crossover, Irvine, CA 92618
(714)260-8795
huongddpham@gmail.com
Table of Content
I. Executive Summary
II. Business Model
III. Financial Projection
IV. Workstream breakdown
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Executive Summary
Layer Cake Bakery is a long-standing bakery café in Irvine specializing
in homemade style bake-from-scratch cakes and desserts. The
bakery has been in the same location for more than 10 years.
Currently the menu is extended to simple breakfast, coffee,
macarons and pastries. Most of the sales comes from pre-designed
cakes, cake slices and macarons. The bakery opens every day and has
a strong regular clientele. The focus is to increase the volume sale of
pre-designed cakes, possibly adding delivery service, improve
product designs to be more up-to-date, and refine the pastry
selection.
Business Model
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Layer Cake Bakery has a very strong collection of recipes that has
proven success for more than 10 years. The cakes and pastries are
familiar flavors to the traditional American taste palette. Cakes and
desserts are made from scratch with fresh ingredients bought
regularly and carefully selected. That is how the cakes could bring a
comforting and homey feel but also professional and refined. The
need is to study the sale trends to keep the best-selling cakes and
gradually adding new flavors to generate new interest. The designs
for ready-to-go cakes would also get an upgraded to be trendier and
more attractive.
Locating in Irvine is a big advantage for the business as the
population in Irvine and neighboring areas are mostly high-income
families and professionals. These segments have gatherings and
celebrations regularly so there is always a strong demand for cakes
and desserts. Adding delivery service could be a sale booster.
If macarons and cupcakes could get more attention in terms of
flavors, designs and marketing to increase sales volume, they could
potentially increase their contribution percentage to net income
because their profit margin is high.
A careful study of the pastry selection and breakfast menu would
also be done since pastry and breakfast sales are picking up since the
beginning of this year. Coming up with an efficient menu where not
too many ingredients are needed to stock and focusing on the items
that sell well is the goal of this study. Catering to local offices is also a
new niche to explore.
The same would be done for the drink menu. But the goal would be
to make it clear and easy to order. Adding seasonal and untraditional
flavors occasionally could create curiosity and draw in more traffic to
the store, which is the drink and breakfast menu’s main purpose.
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50% revenue 20% revenue
Regular & Seasonal Focus on office catering
Focus on flavors Increase variety
Simple, clean, trendy
Cake Pastry
Drinks &
Desserts
20% revenue Breakfast
10% revenue
Cupcakes and macarons' Main purpose: complete the cafe
potentials experience
Pies for holiday season
Financial Projection
(See Excel worksheet)
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Workstream Breakdown:
The chart below lists out responsibilities by department. Each
section after that will list the tasks needed to carry out those
responsibilities.
Operation Purchasing Marketing Finance HR
Service In store Online Set goals Scheduling
Taking orders Online In Store Book keeping Training
Serving Inventory management Loyalty programs Budgeting Hiring
Preparations PR at events Data analysis Wages & benefits
Handling feedbacks Branding
Production
R&D
Preparations
Assembling
Decorating
Operation
Creating the products and providing service to customers is the heart
of the business.
1. Front of House (Service):
- Serving customers in store: making drinks, serving pastries,
cakes, desserts.
- Preparing for pick-ups: writing on cakes, boxing cakes and
other items.
- Taking orders from walk-in customers and through phone
calls.
- Keeping the store at its best: cleaning tables right after
customers leave, keep floor clean, counter clean and
organized.
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- Making sure the display cases are always at their best: clean
and full.
- Folding boxes to shorten serving time when customers
arrive: at least 6 for 6” cake, 2 for other cake and cupcake
boxes. Slice boxes at least 10.
- Piping cupcakes and filling macarons
- Making syrups for drinks
- Brewing cold brew coffee and ice tea.
2. Back of House (Production):
- Preparing fillings and baking cakes, cupcakes, and other
desserts base.
- Preparing pastries and baking fresh every morning.
- Fulfilling orders
- Producing at an efficient level for store-front sales.
- Making breakfast and brunch items.
- Periodically review product offerings.
- Research & Development: testing and launching new
products.
- Planning and preparing for seasonal items.
Marketing Strategy
The purpose of marketing is to increase brand awareness, familiarize
customers with our product offerings, introducing new products and
services. Every marketing campaigns should end with a clear
instruction on how to act (place order, come to store, etc.).
1. Online:
- Email blast: at least 1x/ a month
- Instagram: at least 2x/week
- Google business: at least 1x/week
- Yelp: update information and response when needed
- Opportunities: Tiktok, Youtube
- May use: paid ads and influencers when needed
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2. In Store:
- Window posters
- Counter posters
- Flyers
- Samples
- Staff introduction
3. Loyalty programs & deals:
- Loyalty stars
- Combo deals
- Free delivery
4. Public Relation:
- Seeking opportunities to sell our products/service at events
and other channels.
5. Branding:
- Create a unique and recognizable aesthetics that can be
seen in our products, store, website, social media, logo,
packaging, and anything related to the brand.
- Convey a message to customers that LCB stands for
sophisticated and unique flavors, clean & chic design, fun,
and trendy.
- Creating a strong brand image of a professional, skill-
oriented yet fun and self-development working environment
to attract and retain talented human resource.
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