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Presented Shandy

by
Allison

Stella
Agenda
Executive Summary -
Shandy
Company Structure -
Shandy
Mission Statement -
Shandy
Product & Service
- Allison
Marketing Analysis
- Stella
Executive Summary
 Bakery retail establishment
 Located in north New Jersey

 Bakery products

 Online desserts design

 Meet Middle-to-Higher-Income
local area residents
Company Structure
Brick and clicks model
Two Partners & Eight
Employees
Raise capital by savings &
Mission Statement
Loans

We provide affordable, convenient and


delicious treats for special occasions or just
for that every day craving.
Products
Goodies kept in the
Bakery:
o Cookies
o Cupcakes
o Items Available
Small Round Cakes
o Donuts Online:
o Pies o All items that are
kept in the bakery
o Gift sets
o Seasonal Desserts
o Design Your Own
Cake
Top Five Cake Flavors
1. Key Lime
2. Chocolate
Raspberry
3. Red Velvet
4. Chocolate
5. Vanilla
Design Your Own Cake
Pick from different themes that are online or upload your
own picture, pick the flavor of the cake and icing, the
color and add a saying for a cake that is truly YOURS!

Different Themes to Choose From:


o Popular TV Characters
o Holiday
o Flowers
o Sports
o Hobbies
o Planes
o Trains
o Cars
Marketing------Market
analysis
Target Market Segment Strategy (General)
• Not restricted to any age group or income level.
• Products will appeal to many different types of people.
• Pricing structure: ensures value to our business, but also
takes into account affordability to the customers (Keeping
our prices as low as we can to maintain profitability)

Special strategies:
Target Customers & strategies
•Family with their own children-------- themed cakes
e.g. photo cakes (for specialized cakes, ordered
mainly on line)
•Business people with fast paced life----- varieties of
fresh brewed coffee (for other desserts e.g. Danish
or donuts)
Marketing------Customer
Relationship with customers:
• Membership: VIP cards
• Facebook group: Make friendship with customers
(directly communication )
www.facebook.com/designersweets
• FAQ: Frequency Asked Questions Part in our website
• (www. designersweets.com )

• E-mails: customer_service@designersweets.c
• Hotline: 609-666-9999
Marketing -------SWOT
analysis
Strength:
• High quality products
• Customer-oriented services
• Good customer relationships
• Easy to manage or improve

Weakness:
•Low reputation
•Capital limitations
•Products limitation
•Delivery limitation
Marketing------SWOT
analysis
Opportunities:
• Mature on-line food delivery industry
• On-line security is improving
• Americans love Sweets or desserts

Threats:
•Health concerns: health problems that

caused by bad eating habits &


improper
ways of living (diet and health foods
than
desserts)
•No pricing advantages compared with
Marketing
Promotion:
• On-line promotion:
Google/Facebook/Delivery.com
• Advertises on local newspapers
• Pamphlets(in register areas and colleges)
• Free sample delivering (in the first month & holidays & festivals)

Competitors analysis:
•Main competitors: Dunkin Donuts and any other
large
bakery chain
•Other competitors: Other on-line cakes and
deserts
stores
•Cakes Across America
http://www.cakesacrossamerica.com
•David’s cookies
IT Costs – Initial and
Recurring
One-Time Only Initial Costs
• Desktop PC’s x 2 - $1,000
•Dell PowerEdge T105 Customized Server - $1,800
•HP Officejet Pro All-In-One Printer x 2 - $229/each
•MagTek Swipe Card Reader x 2 - $50/each
•Misc Items (Router/Switch, Cabling, HW) - $1,000

Recurring Costs – Annually and


Monthly
• SSL Certificate - $500/Year
•DNS Registration - $120/Year
•Optimum Voice - $29.95/Month

•Optimum Online Business Class Internet -


$54.90/Month
•Autorize.net Credit Card Processing service -
IT Configuration
Redhat Server:
We will utilize one piece of server hardware to perform
multiple hosting functions. Our one Dell server will provide
the following services for us :
•Web Server – Powered by the popular Apache Web Server
Software
•Mail Server – configured to work with Sendmail / pop3d Linux
configuration
•DB Server – SQL Database tied directly into our php designed
website.
•Server Specs – AMD Quad Core Opteron 2.1ghz cpu, 16 GB DDR2
Ram
•RedHat Enterprise
DNS Registration
Server Operating System
•DNSSATA/SAS
•Add in SAS6iR hosting is provided to us
Controller by Network
– Raid Solutions,
1 – prevents diskinc.
error
-Provides
and failures. 10 Email boxes
-
•2 – 250 gb 250gb of data transfer
Sata Hard Drives
•Symantec ISP
Endpoint
ServiceProtection 11.0 ( Antivirus)
•Provides 5 Static IP Addresses
•30 mbps down, 5 mbps upload
•Optimum Voice Package for telephone
•Optimum will provide Business class Internet for our company
•Provides unlimited calling in the US/Canada/ Puerto Rico for one low cost.
IT Configuration
Desktop PC’s
-2 desktop computers will be utilized for order entry and
processing
-Telephone Orders
-POS Orders
-Attached via USB to these computers will be a MagTek
swipe card reader device.
-Allows for secure processing of any major credit card
-over the internet, using our credit card processing
-Vendor – Authorize.net.
SQL Database
•All orders will be stored in our SQL database
-Provides us with a fully trackable history of orders placed.
-Allows for trend analysis and reporting to show trends in the
business.

Automated Mail System


• Automated confirmation email for orders processed online
•Confirmation Email for all phone orders
•Monthly Newsletters sent with specials, new products, general
Business announcements, etc.
-Email provided on website for letter, requested during order
process, given
IT Security
Firewall
•Redhat provided software will be utilized to
ensure all unused ports are closed and
unauthorized users are kept out.
Secure Transactions
•Our website will utilize an SSL certificate for all transactions.
•All personal and financial information will be sent over the
internet using the Comodo Extended Verification SSL
Certificate (128 bit Encryption).
-Provides the “good to go” Green IE browser bar to indicate
that a secure session is in use
-Recognized by all popular browsers.
-Free EV Trust Logo provided for use on the website to
ensure customers know that their purchases are secure.
-Fully validated
-Free phone support for our business.
-Free Hacker Guardian vulnerability scan
-$250,000 Warranty coverage.
IT Costs – Initial and
Recurring
Authorize.net
• Secure gateway service for online credit card processing.
-Provides secure transmission of all financial transactions using
SSL.
-Accepts all major credit cards.
-Accept E-Checks for online customers.
-Simple “One-Click” checkout option.
-Verified Merchant Seal.
-Advanced fraud protection suite included.
-Secure processing of all POS credit card transactions via
Cookies
MagTek card•Cookies
readers. will be used to record customer’s visiting
sessions and location. No personal information will be
stored in the cookies we use. Cookies may be used to
create a custom landing page for you next time the
website is visited, offering recommendations and specials
based off of previous visits and browsing behaviors.
Human
Resource Plan
 Two managers

 Two Bakers
 Four Assistance bakers

 One part-time on line order


checker
 Another park-time delivery
stuff
 Total 10 people
Financial Plan
 $200,000 start-up capitals
$120,000 funding by two
partners
$ 80,000 Loan from SBA
 $95,058.35 capital
expenditures for the first
year

Capital Budget
Permanent capital expenditure:  
Decoration fees $12,000
Bakery Equipments 75,000
Delivery truck 2,000
One Server Running Redhat Linux 1,700
Desktop computers 500
Marketing expenditure 2,000
Mag-Tek Swipe Card Reader 50.8
Yearly capital expenditure  
SSL fees 499.95
DNS fees 50
ISP charges 658.8
Telecommunicating fees 359.4
Authorize net charges 239.4
Total capital expenditure for the first year $95,058.35
DISGNER SWEETS COMPANY
Pro Forma Estimation of Profit
  2010 2011 2012
Sales $521,000 $601,755 $695,027
Less: Cost of good sold 78,000 89,700 103,155

Gross Margin 443,000 512,055 591,872


Expenses      

Depreciation expenses 9,375 9,375 9,375

Rent expenses 12,000 12,000 12,000


Payroll 378,061 396,962 416,809
Utilities expenses 1,800 2,079 2,401.25
DNS expenses 50 50 50
ISP expenses 54.9 54.9 54.9
SSL expenses 499.95 499.95 499.95
Tele-Communciating 359.4 359.4 359.4
expenses
Authorized net expenses 239.4 239.4 239.4

Sales & Marketing expenses 500 150 150

Total Operating Expense 402,939.65 421,769.65 441,938.90

Net operating income 40,060.35 90,285.35 149,933.13

Less: Income tax (6.5%) 2,603.92 5,868.55 9,745.65

Net Income after Tax $37,456 $84,417 $140,187


Projected Profit & Financial
Ratio

•Expected Average Sales Growth = 15.5%


•Expected Average Profit margin on sales = 13.8%
•Target ROA to achieve = 10%
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