LGA CONSULTING

Table of Context
Goals & Objectives pg. 2

SWOT Analysis pg. 5

Tactics pg. 10

Budget pg. 21

Timeline pg. 22

Evaluation pg. 25

Credits pg. 26

Goals &
Objectives
2
Goal and
Objectives #1
Goal
Increase awareness about Farrs
Fresh in the local community in
Ogden by at least 10%.

Objective
Create buzz around the branding
and product of Farrs Fresh.
Advertise in the Ogden area.
Motivate the audience to try Farrs
Fresh.
3
Goal and
Objectives #2
Goal
Retain the customers Farrs Fresh
already has.

Objectives
Reward customer loyalty and
motivate the return of current and
past customers.
Bring more unique products and
services to the current customers.

4
SWOT
Analysis
5
Farrs Fresh
SWOT
Strengths
Very reputable name (Farr's)
Pioneers in the industry
Self serve soft serve
Customer makes it how they want
Customers only pay for what they want
Target audience is huge
New, fresh idea
Establishments are clean and homey
Always have new flavors
Something for the healthy consumer
Product tastes good
Helpful staff
6
Farrs Fresh
SWOT
Weaknesses
Process is a little confusing for first time
customers.
Need more tables/seats for customers
People may mistake it for regular Farr's ice
cream shop (hard ice cream)
Franchise is so new, they are still learning
No business objectives/goals
Too many topping options
Gets expensive rather quickly
Very few other options (just ice
cream/custard/yogurt)
Little experience in regards to corporate
policy
No prior records to compare
7
Farrs Fresh
SWOT
Opportunities
More franchises/better locations
Expand product options (drinks, shakes,
smoothies, cakes)
Greater public awareness
Advertising
Social media (Facebook, Twitter, Wiki)
Improve web site
Special promotions (birthdays/holidays)
Customer feedback/ideas/comments
Contests/giveaways
Close to established restaurants and
theater
Healthier menu options (sugar free,
glutton free, fat free)


8
Farrs Fresh
SWOT
Threats
Similar idea from other companies
(Spoon Me, Cold Stone, Baskin
Robbins, TCBY, etc.)
Climate (cold weather)
Economy
Dependability on suppliers
Irresponsible customers/kids
Malfunctioning equipment
Location (competition nearby)
Germs from customers
9
Tactics
10
Tactic: Holiday
To increase customers at the location,
we plan to celebrate the holidays by
creating fun and creative paintings on
the windows. This will help create a
positive and fun atmosphere for
children and adults alike. To help along
with customer satisfaction, specific
holiday coupons, like Halloween or
Valentines Day, will be able to be
handed out. People can later bring in
these coupons and receive a free pre-
determined sized scoop of ice cream.
Around some of the holidays as well,
activities for the children can be done.
The children will enjoy a tasty treat
and craft while the rest of the family
can enjoy a great night out.

11
Tactic: Holiday
Costs
Coupon cards (2,000) $32.00
Window decoration $170.00
Brushes
Paint
Draft paper
Masking tape
Window cleaner
Markers

Crafts for children $73.00
Glue
Paper
Scissors
12
$275.00
Tactic: Homerun
Fundraiser
13
To stay with the welcomed
idea to become green, we
will have containers
manufactured using
reusable materials so there
is less plastic placed into
the environment. These
containers will also be able
to be reusable for anything
around the house or to
transport the ice cream
around.

Tactic: Environment
Friendly Costs
Engineered drawings $1,500.00
Prototype production $15,000.00
1
st
set up run $500.00
Production tooling costs $45,000.00
200 prototypes $200.00




14
$62, 200.00
Tactic: Community
Growth
We plan to help the community by
having the local schools around the
Ogden area participate in a I
Scream For Ice Cream reading
contest. From these schools, the
grade which reads the most amount
of pages receives ice cream from
Farrs Fresh to celebrate. To also
promote an inviting environment,
there will be a Family Night once a
month where kids will be able to
come and have ice cream. There will
be a book read by a local artist or
publisher next to the fire place.

15
Tactic: Community
Growth Costs
16
Flyer Design $ 250.00
Printing & Shipping $ 430.00
(15,000 Flyers)
Delivery Costs $ 100.00
Ice Cream $ 500.00
(Winning School)





$1,280.00
Tactic: Weber
State
To promote awareness by the
college student at Weber State, the
ice cream will be transported to the
sports events and sold along with
the other concessions. Another way
to promote awareness to the
college community is to have
stands set up on campus during the
week of Welcome Back. These
stands can be set up by the Union
Building in the plaza.

17
Tactic: Weber
State Costs
Supplies $500.00
Equipment/Machine $3,000
(1X cost)
Payroll $2,000
(1-2 employee's)
Uniforms $20.00
Insurance $150.00
Advertising $400.00


$3,070.00 & 35% of sales a month
18
Tactic: Social
Media
To gain awareness to those who
use the social media to stay in
contact with others, there will be
posted announcements of events
going on at the store location.
These will be posted on medias
like Facebook or Twitter. Another
way to gain attention of the public
is to advertise the idea of a free
soft serve ice cream at the
Riverdale location for the best
jingle that people could create.
These jingles will be required to
be posted through YouTube.

19
Tactic: Social
Media Costs
Radio Spots
88.1 Weber FM $2,025.00
30 sec spots (10-12 times a day)
3 month duration
X96.3 FM $4,000.00
30 sec spots (10-12 times a day)
3 month duration
Social Media $0
Free
Prize for winning $400.00


$6,425.00
20
Budget
Production $65,145.00

Distribution $7,505.00

Administrative $600.00

Grand Total $73,250.00
21
Timeline
January
Happy New Year!
Paintings on windows for 1 week
Weber State Sports
February
Valentines Day holiday
Crafts for the children and gift cards 1
week
Weber State Sports
March
St. Patricks Day holiday
Special green colored treats 1 day only
Weber State Sports
April
Easter holiday
Paintings on windows for 1 week and
crafts
Recyclable container introduction
22
Timeline
Continued
May
Jingle Contest challenge
Reading Contest
June
Jingle Contest challenge
July
Jingle Contest challenge
August
Weber State Sports

23
Timeline
Continued
September
Weber State Sports
October
Halloween holiday
Crafts for kids and gift cards for 2
weeks
Weber State Sports
November
Thanksgiving holiday
Paintings on windows for 2 weeks
Weber State Sports
December
Happy holidays
Christmas, Hanukkah
Paintings on windows for 2 weeks
Weber State Sports
24
Evaluation
The evaluation of how well the
tactics were done is measured by
how the amount of profit increase
that comes to the store. This can
be done by looking at the revenue
gained throughout the period of a
year, as well as an increase of
people coming into the store for
ice cream. Other ways to
determine if the tactics were
effective is by the number of
containers sold after being
introduced and the number of
people who participated with the
jingle contest.
25
Credits
Nathan Alexander
Kelly Garner
Christee Kyte
Trevor Lowe
26