Alli Davis
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Alli Davis 9-20-07 Business Executive Summary
PattyCakes&Co.
Executive Summary
Contents |
Mission Statement:
PattyCakes & Co., desires to serve and please its customers by providing them with the highest quality product on the market. By offering sugar-free desserts as well as zero grams trans-fat items we plan to satisfy even the health conscientious sweet-tooth. Our skilled and experienced staff desires to create a place where families can have fun together. We are focused on providing a relaxing environment to adults and at the same time, a creative forum of expression for children. We are family owned and operated, therefore consideration for families’ tastes and desires is at the heart of everything we do.
Management Team:
The Management team consists of family members who desire to see this organization grow and become successful. They are passionate about the organization and believe it has unlimited potential. They are contributing their time, energy and money to see it get off the ground. Everyone involved in this organization is family. There is a trust and respect found in the management team of PattyCakes & Co., that you will not find anywhere else.
Allison Davis- Founder & CEO Ms. Davis brings to our organization over four years in retail experience and customer service. She also brings her two years of experience in event planning and coordination to the table. She graduated with a 4.0 grade point average from Los Angeles Baptist High School and is currently majoring in Public Relations at Pepperdine University in Malibu, Calif.
Russ Davis- Business Development & Financial Manager Mr. Davis brings well over thirty years of experience in business development and financial management to our organization. He has been in the industry of financing churches and helping them to grow and flourish. He graduated with a business degree from the University of Southern California in 1978. He also brings his twenty plus years experience in event coordination and planning to our organization.
Nancy Davis- Marketing Manager Mrs. Davis brings fifteen years of marketing and office managerial skills to our organization. She has been a secretary for the CEO of her former organization for most of her adult life. She assisted on her former organization’s marketing team as well. Her creativity and experience with children will be key to the success of our organization.
Danielle Davis- Customer Experience Ms. Davis brings with her over ten years in customer service and retail. She has managed for the Starbucks Organization and has found much success. She took one of the lowest-selling stores, and turned it into the most profitable Starbucks in her district. Her knowledge of the food industry and people skills will be ideal to our organization.
Business Description:
The overarching aim of PattyCakes & Co., is to offer an alternative choice to high-calories sweets. We believe this detail firmly separates us from our competitors. We are working with premiere chefs around the country to come up with recipes that are healthy and delicious. We plan on offering all kinds of desserts from cinnamon rolls to cupcakes to sugar-free lattes. Apart from the desserts we offer, we also plan on offering play areas and decorating stations. Our business will cater to children’s wants and desires while catering to those of the adults. By utilizing areas such as our play pen or cake-decorating station, adults can read a magazine and drink their coffee while their child plays. We eventually plan on providing daycare as well. All of these functions work together to form our organization and ensure its success. Consumer Benefits: Consumers will benefit from PattyCakes & Co., because of their low-calorie desserts and location functionality. They will be able to creatively express themselves through decoration and color. Consumers will benefit from the safe environment provided and the pleasant atmosphere. Business Partner Benefits: Business partners will benefit from working with a family owned and operated organization. They will also benefit from the potential growth of the organization and its likelihood to expand into a franchise. This organization would be ideal for someone interested in the food industry and has incredible people skills.
Intellectual Properties:
We believe that PattyCakes & Co. stands apart from its competiors because of its desire to be health-minded yet satisfying at the same time. The fact that all of our desserts will be made with splenda instead of actual sugar, puts us onto a completely different playing field than our competitors. We can offer something that no one else is really specializing in at the present time. We plan on playing off the catchy name of our store and creating official PattyCakes merchandise. The merchandising will include cupcake mix, receipe books, creative cooking utensils and baking sheets. We plan on creating a logo that will encapsulate everything that Pattycakes & Co. is. This will be a picture of a child biting into an over-sized cupcake, showing that the focus of our company is satisfying families. Another factor that spearates us from the rest is our strong emphasis on family values. We are a family owned & operated company and we care about the needs of the family. For this reason we also want to adopt some form of a daycare center in the near future of our company. We plan on creating a PattyCakes & Co. web page where people from all over the country can go online and order specialty cakes. We will be have a variety of in-store items that customers can purchase and have shipped to their hometowns. We pride ourselves on offering the highest quality product with the highest quality service to our customers. Our honesty and integrity in which we desire to run our organization will also set us apart from the rest.
Financial Projections:
Initially PattyCakes & Co. will be a small, limited liability corporation. We are planning on investing the initial start-up fees and slowly recouping over time. Once we recoup a good percentage of the money we invested, we plan on finding venture capitalists to invest in our organization. We eventually plan to turn PattyCakes & Co. into a full on franchise and open up stores in the populated parts of southern California. As for now the owner, Allison Davis and her family are responsible for all profits and debts of the company.
Cost of lease: $4,000 monthly X 12= $48,000 a year
Initial investment to purchase equipment and baking goods: $75,000 paid over five years
Total invested initially: $63,000
It will cost $1.25 to produce the cupcake and will be sold for $5.00 producing a net of $3.75
Our goal is to sell 14,000 cupcakes in our first year (appox. 39 cupcakes per day) in order to recoup start-up costs
Going off our annual increase of 20%, our second year would increase to 16,800 cupcakes and so on multiplying the number of cupcakes sold by 1.2
Our numbers will be altered once we figure in the profits of our specialty cakes, other desserts, and merchandising
