This is a simple Cup Cake business plan. It is written for a specific market but can and should be changed to reflect your own market. However, all of the financials as well as much of the language can be kept in order to streamline the business plan writing and research process.
Sensuous Cupcakes St. Paul, Minnesota 1-800-888-8888 firstname.lastname@example.org 1 Table of Contents I. Executive Summary 04 II. General Company Description 05 2.1 Overview 05 2.2 Legal Description 06 2.3 Company Concept/History 07 2.4 Current Status 07 2.5 Vision & Mission Statement 08 III. Products and Services 09 3.1 Product Description 09 3.2 Service Description 09 IV. Marketing Plan 10 4.1 Industry Overview 10 4.1.1 Market Size 12 4.1.2 Target Market 13 4.1.3 Marketing Objectives 14 4.2 Products/Services 15 4.2.1 Pricing Strategy 15 4.2.2 Promotion Strategy 16 4.2.3 Distribution/Placement Strategy 16 4.3 Competitor Analysis 17 4.4 SWOT Analysis 19 4.5 TOWS Strategy Development 20 V. Operational Plan 22 5.1 Production 22 5.2 Location 22 5.3 Inventories 22 5.4 Suppliers 23 5.5 Exit Strategies 23 IV. Management and Organization 24 6.1 Company Structure & Ownership 24 6.2 Core Management Personnel 24 6.3 Roles & Responsibilities 24 6.4 Salary Structure 25 6.5 Key Success Factors 25 VII. Personal Financial Statements 27 7.1 Personal Financial Statements 27 7.2 Details of Personal Financial Statements 28 VIII. Startup Expenses and Capitalization 30 8.1 Capitalization 30 8.2 Startup Expenses 30 IX. Financial Plan 32 9.1 Primary Assumptions 32 9.2 Summary of Financial Results 32 9.3 12 Month Profit/Loss 33 2 9.4 3 Year Profit Projection 33 9.5 Opening Day Balance Sheet 34 9.6 Break Even Analysis 36 Appendices 38 Appendix 1: Supply Lists 38 Research Bibliography 39 3 I. Executive Summary This business plan details a quick serve concept to be called Sensuous that exclusively sells and markets the traditional American cupcake. The business is the concept of Ms. Afarenses who for years managed the marketing department for a large donut shop. She envisioned starting her own dessert outlet based on a fast food format but with a mixed concept that would appeal to a wider clientele and demographic set. Her concept is based on a Duncan Donuts type of format in which consumers are served quickly but also encouraged to sit and drink coffee or tea with their dessert items. Ms. Afarenses is investing $50 thousand of her own personal savings in order to fund this venture and she is also applying for a $50 thousand small business administration loan. Currently, she has located a site in the St. Paul, Minnesota area in the downtown area along the Mississippi River. 4 II. General Company Description 2.1 Overview The intended small business is a dessert format fast food restaurant with attributes of a quick casual format. The business’ name is Sensuous, Inc. or Sensuous for short and the company is expected to be extremely popular with a wide range of consumers by selling and marketing a traditional American treat which is the cupcake. The cupcake has been noted by researchers to be uniquely American having first been documented as a recipe in an American cookbook as long ago as 1826.1 The opportunity for this format exists because the overall restaurant industry which is composed of two major segments, which are the full-service segment and the fast food segment, is still a popular industry to establish a new business in because food items are always necessary. Additionally, over the past decade a newer concept has quickly been developing into a segment of its own which is the quick-casual segment. The quick-casual concept is essentially a combination of the quick order and fast service of the fast-food segment combined with some of the quality food products found in the traditional full-service segment.2 The fast food-quick casual combination is a segment that produces over $6 billion a year in revenue and is growing in double digit percentages one year to the next. The quick-casual as well as the more traditional fast food segment is still a growth oriented market in the general restaurant industry and hold much promise for the 1 Musser, G. “Cupcakes.” Scientific American, (2009)301/03. 2 Varley, Rosemary, and David Gillooley. Retail Product Management: Buying and Merchandising. London: Routledge, 2001. 5 companies and small businesses involved in it. As a new concept in the greater fast food segment, Sensuous has found a niche market product in its mixed dessert products focusing on the traditional American cupcake. The company has planned its menu to include, in addition to its dessert oriented cupcakes, cookies and similar items, a variety of other support
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