Artisan Breads Store Business Plan by kxx99821

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Artisan Breads Store Business Plan document sample

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									2009
IN-STORE   •   RETAIL   •   FOODSERVICE   •   S P E C I A LT Y W H O L E S A L E




                              Marketing & advertising Planning Guide
  I N - S T O R E


            TOPicS
                     •   R E T A I L    •     F O O D S E R V I C E


                                                             JanUarY
                                                                        •   S P E C I A L T Y   W H O L E S A L E


                                                                                                              FeBrUarY
                                                                                                                                      2009
                                                                                                                                        Special                    MarcH
                                                                                                                                      Publication
                                                                               Special
                                                                             Supplement                         Evaluating
                                               Taking Out                                                                                                       Bakery Café
 Trends in Baking                                                                                                  Retail
                                               Trans Fats                    Healthy                                                                             Evolution
                                                                             Baking
                                                                                                                Profitability         Leaders
       In-Store Bakery                                                      Guidebook                                                 inBaking
         Sales Tracker
                                                    Cakes                                                              Cookies        Innovation                      Breads
                                                                                                                                       a n n u a l

  Cake Decorating                                 Princess
                                                   Cakes
                                                                                                                      Sculpted
                                                                                                                       Cakes          2009                      Spring Designs


      Artisan Breads/                                                                                                                                                Flax Rye
         Pastry Ideas                         Artisan Bread                                                            Pastry
                                                                               The Healthy Baking                                                                     Bread
                                                                              Guidebook is a special
                                                                            supplement published in
                                              Today’s Top Bakery               January. It examines            Today’s Top Bakery                                Today’s Top Bakery
   Bakers to Watch                               Professionals               trends and the leading               Professionals                                     Professionals
                                                                              edge bakeries that are
                                                                                                                                          This annual
                                                                             profiting from healthful                                 magazine provides
 Retail/Foodservice                          Retail/Foodservice                    bakery foods.
                                                                                                               Retail/Foodservice
                                                                                                                                       advertisers with a
                                                                                                                                                                Retail/Foodservice
  B    a   k    e    r   i   e    S                Bakery                                                            Bakery                                           Bakery
                                                                                                                                         unique tool to
                                                                                BONUS
      In-Store Bakery                          In-store Bakery               DISTRIBUTION:                          In-store Bakery   communicate their           In-store Bakery
      O P e r a T O r S                            Operator                 Advertisers benefit from                    Operator      message at baking               Operator
                                                                            the extra distribution to                                    industry trade
Specialty Wholesale                         Specialty Wholesaler              subscribers of both            Specialty Wholesaler                              Specialty Wholesaler
  B    a   k    e    r   i   e    S                                                                                                     shows, meetings
                                                                              Modern Baking and
                                                                             Baking Management                                         and conferences.
       Product Focus                            Gluten-Free                       magazines.
                                                                                                                       Mixers                                          Flour
                                                                               The Healthy Baking                                      This magazine will
                                                                            Guidebook is the Official                                 feature profiles that
                                                                             Show Guide for Healthy
           Web In-Depth                       Zero Trans Fat                                                     Bakery               present advertisers’       Meet Baking’s
                                                                            Baking Seminar 2009, the
www.modern-baking.com                          Formulation                  educational seminar that
                                                                                                             Management Tips           products and their         Rising Stars
                                                                            dissects all aspects of the                               advantages directly
                                                                              healthful bakery foods                                   to show attendees
                                                                                market. Plus, the
                                                                                                                                           throughout
                                                                                guidebook also is                                                             Natural Products Expo West
                                                Fancy Food Show
      Industry Events                       Jan. 18-20, San Francisco
                                                                                distributed at the                                          the year.         w/Healthy Baking Seminar,
                                                                             Natural Products Expo                                                             March 5-8, Anaheim, Calif.
                                                                                 West and East.


                                                                                 Bonus 12,000
                                                                                                                                       Bonus Distributed
                                                                                  Circulation
Advertiser Bonuses                                                                                                                      at every baking
                                                                                                                                         industry event

             Schedule Plan                        JanuaRY & healThY BaKInG GuIdeBOOK                                   FeBRuaRY        leadeRShIP annual               MaRch

                    Adv. to Run/Size

                                 RAte

                          editoRiAl
  Editorial Planne
editorial planner
     APRIL                    MAY                  JUNE                         JULY                   Special                  AUGUST
                                                                                                     Publication

    Bakery                Chocolate,            EXCLUSIVE:               Modern                                                 In-store
                           Candies             Retail Bakery                                             2009-2010               Bakery
   Redesigns               & Gifts                Survey
                                                                         Baking
                                                                        Leadership                   Buyers                    Roundtable

                                                                         Awards                       Handbook
       Muffins             Sweetgoods            Brownies/bars                                                                  Cheesecakes
                                                                        Honoring bakeries that
                                                                         excel in the following
     Wedding            Baby/Children’s            Airbrush               award categories:                                     Autumn Ideas
      Cakes                 Cakes                 Techniques                   • Marketing
                                                                             • Management

                           Whole Grain                                      • Merchandising
       Pastry                                        Pastry                                           The Easy-to-Use               Pastry
                             Bread                                            • Profitability
                                                                                                         Source for
                                                                                • Training              Everything
  Today’s Top Bakery     Today’s Top Bakery     Today’s Top Bakery
                                                                                 • Quality             Bakeries Need           Today’s Top Bakery
     Professionals          Professionals          Professionals           • Industry Service            • Equipment              Professionals
                                                                                                         • Ingredients
  Retail/Foodservice     Retail/Foodservice     Retail/Foodservice                                                             Retail/Foodservice
        Bakery                 Bakery                 Bakery                 PLUS...                  • Frozen Products
                                                                                                       • Maintenance &
                                                                                                                                     Bakery

   In-store Bakery        In-store Bakery        In-store Bakery           In-Store Bakery                 Sanitation           In-store Bakery
       Operator               Operator               Operator               Sales Tracker                • Decorating               Operator
                                                                                Bagels               • Supplies & Services
 Specialty Wholesaler   Specialty Wholesaler   Specialty Wholesaler                                                           Specialty Wholesaler
                                                                          Cake Decorating
                                                                          Rolled Fondant               Ideas to Help
      Fillings          Shortenings/Oils          Beverages                                            Bakeries Run                 Ovens
                                                                           Artisan Breads/
                                                                            Pastry Ideas
                                                                                                      More Profitably
                                                                           Artisan Bread                • Product News
                        Packaging Ideas         Meet Baking’s                                                Reports          Managing In-store
  Healthy Baking                                                           Product Focus              • Calendar of Trade
                           That Sell             Rising Stars                                                                    Bakeries
                                                                             Fruits/Nuts                 Shows/Meetings
                                                                            Web In-Depth             • Industry Association
                             NRA Show,                                   Leadership Awards                  Contacts
                          May 16-19, Chicago
      IDDBA                                    IDDBA Dairy-Deli-Bake,
                                                                          Industry Events
   Preview Issue          FMI Marketechnics,
                                                  June 7-9, Atlanta
                                                                        Fancy Food Show, June 29 -
                           May 4-6, Dallas                                 July 1, New York City



     Advertising
   Readership Study        IDDBA Bonus          EXCLUSIVE: Retail                                           On-line
          —                 Distribution         Bakery Survey                                           Buyer’s Guide
IDDBA Online Showcase
        aPRIl                   MaY                    June                       JulY                  BuYeR’S GuIde               auGuST
er 2009
  Use this editorial planner to help you schedule your
  2009 advertising program. Space has been provided
  at the bottom of the page for you to identify the size,
  specific advertising and rate.
                                                                                            eDiTOrial
                                                                                            2700 River Road
                                                                                            Suite 303
                                                                                            Des Plaines, IL 60018
                                                                                            (847) 299-4430
                                                                                            Fax: (847) 296-1968
                                                                                                                                 PUBliSHinG/SaleS
                                                                                                                                 Chris Warne
                                                                                                                                 Group Publisher–
                                                                                                                                 Modern Baking/Baking Management
                                                                                                                                 249 West 17th St., New York, NY 10011
                                                                                                                                 (212) 204-4336


SePTeMBer                  OcTOBer                             nOveMBer                          DeceMBer                        TOPicS



                                                                                                            50
                                                                            Special
 2009 Retail                                           New                                          the
  Bakery of              Merchandising
                            Ideas                    Equipment
                                                                          Supplement
                                                                                               Top                                Trends in Baking
   the Year                                         Innovations            Bread                          Issue
                                                                                               (Foodservice & In-store Chains)

                                                                           & Roll                                                 In-Store Bakery
       Rolls                   Donuts              Specialty Desserts       Handbook                       Pies
                                                                                                                                  Sales Tracker

Cupcake/Cookie                Licensed                                                            RBA Cake Deco                   Cake Decorating
                                                     Tiered Cakes
   Designs                    Designs                                                                Champ

                                                                                                                                  Artisan Breads/
  Artisan Bread                 Pastry               Artisan Bread                                       Pastry                   Pastry Ideas
                                                                            The Bakers’
                                                                            Year-Round
 Today’s Top Bakery       Today’s Top Bakery        Today’s Top Bakery     Reference for           Today’s Top Bakery
                                                                                                                                  Bakers to Watch
    Professionals            Professionals             Professionals      Bread Formulas,             Professionals
                                                                            Ingredients,
 Retail/Foodservice       Retail/Foodservice        Retail/Foodservice    Equipment and           Retail/Foodservice              Retail/Foodservice
       Bakery                   Bakery                    Bakery              Supplies                  Bakery                    B   a    k   e   r   i   e   S

                                                                                 •
  In-store Bakery          In-store Bakery           In-store Bakery
                                                                              OvENS
                                                                                                    In-store Bakery               In-Store Bakery
      Operator                 Operator                  Operator                                       Operator                  O P e r a T O r S
                                                                                 •
                                                                            DIvIDErS /
Specialty Wholesaler     Specialty Wholesaler      Specialty Wholesaler     rOuNDErS             Specialty Wholesaler             Specialty Wholesale
                                                                                                                                  B   a    k   e   r   i   e   S
                                                                                 •
                                                                              MIxErS
    Sugars/                                                                      •                                                Product Focus
                          Frozen Pastries              Chocolate                                 Green Packaging
   Sweeteners                                                                 FlOur
                                                                                 •
                                                                              YEAST
 Meet Baking’s            Boosting Donut             Creative Cake               •                 Meet Baking’s                  Web In-Depth
  Rising Stars                Sales                   Decorating          FrOzEN DOuGH              Rising Stars                  www.modern-baking.com
                                                                                 •
                                                                           BASES / MIxES
                              iba Oct. 3-9,                                      •
Natural Products Expo     Dusseldorf, Germany                                 SOurS
East w/Healthy Baking
 Seminar, Sept. 23-26,      American Retail                                                                                       Industry Events
        Boston           Bakery Expo, Oct.18-20,
                                St. Louis



 American Retail                                                                                 EXCLUSIVE: Largest
Bakery Expo Bonus                                                                                  In-store Bakery                Advertiser Bonuses
   Distribution                                                                                   Operators Report

   SePTeMBeR                   OcTOBeR                  nOVeMBeR & BRead & ROll handBOOK                deceMBeR                  TOPIcS
Modern Baking is The
Proven industry leader Delivering Vital
Information With Powerful Resources In Print, Online & In Person

         Content-Rich Web Sites                                                                Healthy Baking
           & Electronic Media                                                                   Seminars
               ● When key decision-makers seek the latest                                          ● These	seminars,	held	in	the	spring	in	
                information to help them make informed                                             conjunction	with	Natural	Products	Expo	
                 purchasing decisions they turn to modern-                                         West	and	in	the	fall	during	Natural	
                 baking.com and bakery-net.com.                                    Products	Expo	East,	explore	the	most	significant	trend	
                  Content drives these sites and our regularly                      in the baking industry: better-for-you products.
            updated editorial gives users reasons for returning                     Healthy	Baking	Seminar	sponsorships	provide	an	
            to these sites again and again.                                          ideal, targeted platform to communicate your
Special Topic e-newSleTTerS                                                     healthful baking message to bakery operators seeking to
Modern Baking’s e-newsletters will put your advertisement in           expand their business in this hot market.
front of a receptive, highly targeted audience of 32,000 readers.
	    •	Decorating	Ideas                                                                Brand Preference Studies
	    •	Healthful	Baking                                                                 ● The	baking	industry	keeps	its	fingers	on	the	pulse	
	    •	Bakery-Net	Newsletter                                                            of the market with the information from Modern
	    •	Formulas	&	Techniques                                                             Baking’s exclusive	Brand	Preference	Studies.	These	
	    •	Bakery	Equipment	News                                                              studies detail purchasing preferences and activities
Modern Baking inTeracTive                                                                  of supermarket and independent bakery buyers.
With	new	online	components	such	as	contests,	online	polling,	Q	&	                      Here’s	where	manufacturers	and	suppliers	turn	to	find	
A, article commenting and video, Modern Baking brings you the          preferences	and	the	quantity	of	ingredients,	equipment,	packaging	and	
industry’s most interactive website for the baking community.          decorating items purchased by bakery buyers.


               Annual Buyers Handbook                                  Exclusive Surveys
                ● The	Buyers	Handbook	is	the	largest	directory	in	                                ● The	baking	industry	has	come	to					
                the bakery industry and the central source of                                     rely on Modern Baking’s Retail and
                 information vital to the nation’s bakers. More than                              Supermarket	In-Store	Bakery	Surveys	to	
                  400 organizations are listed with their products                                track and measure the nation’s baking
                  and services in nearly 200 pages of this annual      business. Consumer tastes constantly change, and that’s why bakery
            directory.	The	Buyers	Handbook	is	used	by	retail	          buyers depend on Modern Baking	to	identify	and	quantify	market	
bakers, supermarket in-store bakery managers, foodservice              activity.	From	production	costs	to	payroll,	daily	sales	to	pricing	and	
directors, wholesalers and distributors to find key suppliers and      product line varieties — Modern Baking is the dependable source
vendors	of	ingredients,	equipment	and	services.                        for information about the nation’s bakery business.


               Special Subject Publications                                              Leaders in Baking
              ● Each	year,	Modern Baking explores the hottest                            Innovation Annual
              growth areas in the baking industry with special                           ● This	annual	magazine	provides	advertisers		
               publications.	These	special	subject	publications	                         with	a	unique	tool	to	communicate	their	message	
               create	unique	advertising	opportunities	because	                           at baking industry tradeshows, meetings and
                bakery buyers turn to them for ideas, information                         conferences.	This	magazine	will	feature	profiles	
       and the products needed to successfully meet the                             that present advertisers’ products and their
demand for products in sizzling hot bakery categories.                 advantages directly to show attendees throughout the year.
                                                                                           2009 ADveRtISIng
                          Powerful
                          Selling tools                                                    Rates
                                                                                            & Specifications
                                                                                                                                                   *
                          that get
                          Results                                                        *All rates are net and include bleed
                                                                                          Size
                                                                                          Full Page
                                                                                                                       1x
                                                                                                                    $5,950
                                                                                                                                            6x
                                                                                                                                         $5,775
                                                                                                                                                               13x
                                                                                                                                                             $5,600
                                                                                                                                                                                   26x
                                                                                                                                                                                 $5,300
                                                                                          2/3 Page                  $4,950               $4,800              $4,650              $4,400
                                                                                          1/2 Page                  $4,200               $4,075              $3,950              $3,800
                                                                                          1/3 Page                  $2,700               $2,550              $2,400              $2,200
                                                                                          1/4 Page                  $2,500               $2,350              $2,200              $2,000

                                                                                         Additional Rate Information
                                                                                         ● 15% premium for Cover 2 and Cover 4.
                                                                                         ● 10% premium for Cover 3 and any other guaranteed position.
                            Modern Baking helps suppliers                                   Contact Publisher for position availability.
                            reach the key decision-makers who                            ● Matched color $1,800 per page; $3,000 per spread, $1,500 per fractional.
                            buy for 111,000 locations with fully
                                                                                         ● Contact publisher for special rates on supplied inserts, business
                            integrated marketing programs that                             reply card inserts and regional rates.
                            include print, online and in-person.
                                                                                         Issue & Closing Dates
                            Every month, Modern Baking                                   ● Advertising reservations close the 25th of month preceding issue
                            provides bakery buyers with                                    date. Published thirteen times annually.
                            the latest product and service                               ● Materials are due the 1st of the month of the issue date.
                            information for the $19 billion                              ● 2009-2010 Buyers Handbook (13th issue published midsummer.)
                            in-store, $14 billion retail and $15                           Ad reservations close July 1st.
                            billion foodservice baking markets.                          ● Cancellations not accepted after closing date.

                            Modern Baking                                                Mechanical Specs (width x height)
                            Readers Take Action                                           Magazine trim size .................................................. 7.75" x 10.875"
                           •   91% acted on an advertisement                              Spread w/bleed ...................................................... 15.75" x 11.125"
                                                                                          Full page .....................................7" x 10" • w/bleed = 8” x 11.125"
                               or article                                                 2/3 page......................... 4.5" x 10" • w/bleed = 5.1875" x 11.125"
                           •   76% purchased or recommended                               1/2 island .......................................................................... 4.5" x 7.5"
                                                                                          1/2 horizontal ............................ 7" x 4.875" • w/bleed = 8" x 5.5"
                               advertised products
                                                                                          1/2 vertical ......................... 3.375" x 10" • w/bleed = 4" x 11.125"
                           • 67% visited an advertisers website                           1/3 vertical ....................................................................... 2.25" x 10"

                           • 82% spend at least 30 minutes
                                                                                          1/3 square ..................................................................... 4.5" x 4.875"
                                                                                          1/4 horizontal .................................................................. 7" x 2.375"
                               per month reading Modern Baking                            1/4 square ................................................................. 3.375" x 4.875"
                                                                                          1/6 page....................................................................... 2.25" x 4.875"
                           • Readers average MoRE than
                             onE houR reading Modern                                     ● All vital advertising material should be kept at least .1875" away
                             Baking each month                                             from final trim.
                                                                                         ● For detailed advertising specifications and ad file uploads, visit
                                                                                           www.pentondigitalads.com
                                                                                         ● For more information or help in creating digital ad files for Modern
                                                                                           Baking, please contact; Donna Brown, Ad Production Coordinator
                                                                                           at donna.brown@penton.com
                                                 Penton Media, Inc.


EDITORIAL OFFICE
  eDItORIAL                 EDITORIAL
                          PUBLISHIng/SALeS                          SALeS & MARKetIng                  SALES & MARKETING
  2700 Wabash
330 N. river road             Heather Henstock, Editorial Director DaVID DreYer 840-8418
                          ChriS Warne, Group Publisher                      (312)                     Jerry Lee
                                                                                                        eD Rymont, Vice President         (216)
                                                                                                                                 ChriS Warne 931-9720
Chicago, IL 60611
  Suite 303                   Paula Frank, Chief Editor
                          Modern Baking / Baking Management                 (312) 840-8419
                                                                   northeast, Southeast, Mid-atlantic Dave Dreyer, Sales Manager          (212) 204-4294
                                                                                                        Midwest, Mountain, West northwest, Canada, new York
  Des Plaines, iL (fax)
(913) 514-3951 60018          West Martin, Managing 10011
                          249 Katie17th St., new York, nY Editor            (312) 840-8478
                                                                   david.dreyer@penton.com                                       chris.warne@penton.com (fax)
                                                                                                      Northeast, Mid-Atlantic, South
                                                                                                        ed.lee@penton.com                 (913) 514-6487
  (847) 299-4430              Matt Reynolds, Associate Editor
                          chris.warne@penton.com                            (312)
                                                                   (212) 204-4294 840-8456                Lee, Sales Manager
                                                                                                      Ed(847) 376-6502                    (312)
                                                                                                                                 (212) 204-4336 840-8449
  (847) 296-1968 (fax)    (212) 204-4336
                              PRODUCTION
                                                                   (913) 514-6487 (fax)                                                   (913) 514-3937 (fax)
                                                                                                      Midwest, Mountain, West (913) 514-9269 (fax)
                                                                                                        (847) 296-1968 (fax)
                          (913) 514-9269 (fax)
                              Donna Brown, Ad Production Coordinator (913) 967-7203

								
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