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1 of 2 UCB Business Plan BUS 63 Viltz, Wren 12:10:15
1. The Unique Cupcake Boutique
A Unique Business Plan
for
A Unique Business Opportunity!
2. Table of Contents
1) Mission Statement
2)Company Vision
3)What we do
4)Marketing Strategy
5)Marketing Mix: Product
6)Place
7) Price
8)Promotion
9)Market Research
10) Market Opportunity
11) Operations Strategy
12) SIPOC Map
13) Management Team
14) Financial Strategy
15) Business Risks
16) Social Responsibility
17) Conclusion
18) Footnotes
19) Contact Info
20) Income Statement Financial Projection Spreadsheet
3. Mission Statement
The Unique Cupcake Boutique endeavors to provide Healthy Comfort Food with all of the
flavor and none of the Guilt!
Company Vision
To provide a conscientious and virtually effortless healthy indulgence, through moderation that
allows it to be enjoyed on a regular, if not daily basis. Also, to establish a supportive community of
healthy comfort food enthusiasts.
What We do
UCB is a grass roots, homegrown company, specializing in decadent international cuisine, we
create low calorie, low fat, raw vegan, vegan, vegetarian, or white meat masterpieces, in either full meal
or dessert form. The portions are controlled in the form of a size small, medium, or large cupcake. The
unique recipes are available to the public for at home use, freshly and easily made in the form of a
reusable kit with a cookbook, nonstick baking tin, and pre marked measuring cups. Our entire Video
library will instruct Students on how to become their own Vegan, Vegetarian, or Raw “chef” at Home,
making the transition to alternative eating programs both easy and fun!!!!
4. Marketing Strategy
Product
Turkey Meatloaf Cupcake
While we offer so many delicious delights, our favorite full meal is the Turkey Meatloaf
Cupcake with Mashed potato frosting. Complete with fresh chives as sprinkles. Our low calorie full
meal recipes are inspired by International Cuisine from every corner or the globe.
5. Vegetarian
For the Veggie consumer, our favorite
recipe is Veggie Lasagna Cupcake
made with 3 types of gourmet cheese,
brocolini and a special cream sauce.
6. Vegan
For the Vegan crowd, we love the Vegan Pot Pie Cupcake. We offer the tastiest comfort food
available without, meat or dairy products.
7. Dessert
Red Velvet Cupcakes
And for Dessert, we are very proud to offer the very best Red Velvet Cupcakes on the market,
made with fresh cream cheese and buttercream frosting. These beauties come in both Vegan and
Regular form so that anyone can enjoy them!!! Not only will they keep people coming back for more,
they will no doubt be our best selling Signature product.
There are several mouthwatering flavors and varieties that we offer, these are just a couple of our
offerings to peak your interest. The full menu is available upon request. Also, The cook books and
cooking DVDs we offer will be a unique and valuable addition to any and all home cooks.
8. Place
The Various UCB products will be available through our Amazon store, all orders will also be
fulfilled by Amazon. An informative website with video commercial ads that link to our Amazon store
will serve as our internet presence initially. Eventually, we plan to open a dedicated full scale retail
website.
Price
The Average price of each a la carte item we sell is $19.99, each DVD, Cookbook, or Kit
will have the same median price. An entire collection will cost about $100.00.
9. Promotion
Social Media outlets are integral to the direct marketing approach we intend to employ. Our
Youtube Channel, Instagram, Twitter, and Facebook pages will provide a sense of Community. The
three faces of the company, one Raw Vegan, one Vegetarian, and one carnivore, sharing our own daily
experiences as a personal journal will encourage others to join in. Participating in taste of L.A. and
other well placed events of it’s kind will allow the public to sample our product and spread our Brand
through word of mouth. The object is to have a brand presence everywhere there is interest in a healthy
lifestyle. ie: Yoga communities or special health centered conferences.
10. Market Research
The just-released “Vegetarianism in America” study, published byVegetarian Times
(vegetariantimes.com), shows that 3.2 percent of U.S. adults, or 7.3 million people, follow a
vegetarian-based diet. Approximately 0.5 percent, or 1 million, of those are vegans, who consume no
animal products at all. In addition, 10 percent of U.S., adults, or 22.8 million people, say they largely
follow a vegetarian-inclined diet.
Data for this survey were collected by the Harris Interactive Service Bureau on behalf of Vegetarian
Times. The poll surveyed 5,050 respondents, a statistically representative sample of the total U.S.
population. Vegetarian Times commissioned RRC Associates, a research firm in Boulder, Colo., to
perform the data analysis.
The 2008 study also indicates that of the non-vegetarians surveyed 5.2 percent, or 11.9 million people,
are “definitely interested” in following a vegetarian-based diet in the future.
The study also collected data on age, gender and other demographic factors. Of the vegetarians
surveyed:
1 59 percent are female; 41 percent are male.
2 42.0 percent are age 18 to 34 years old; 40.7 percent are 35 to 54; and 17.4 percent are over
55.
3 57.1 percent have followed a vegetarian diet for more than 10 years; 18 percent for 5 to 10 years;
10.8 percent for 2 to 5 years, 14.1 percent for less than 2 years.
The 2008 study also indicated that over half (53 percent) of current vegetarians eat a vegetarian diet to
improve their overall health. Environmental concerns were cited by 47 percent ; 39 percent cited “ natural
approaches to wellness” ; 31 percent cited food-safety concerns; 54 percent cited animal welfare; 25
percent cited weight loss; and 24 percent weight maintenance
“The vegetarian sector is one of the fastest-growing categories in food publishing,” says Elizabeth
Turner, Vegetarian Times’ editor in chief. “It’s a dedicated group of consumers that is growing daily.
“A vast number of people are seeking to reduce their meat intake, creating a rapidly growing market for
11. all things vegetarian,” says Bill Harper, vice president and publisher of Vegetarian Times. That trend
is reflected in the growth of the magazine, which saw July through December 2007 newsstand sales
increase 19.4 percent over the same period in 2006. (1)
Market Opportunity
The target customer would be a wide segment of both young beginners, Mid to senior aged lifers, and
curious people of all ages, flirting with the idea of a Veggie lifestyle. The global market is available
through the Amazon Marketplace and fulfilled through Amazon.
Operations Strategy
Our Home Based Direct Marketing Strategy is to create an ongoing dialogue with the Veggie and
Health food community through our Youtube channel and comment section. Answering any and all
questions immediately through social media, allowing users to feel that they have support in their lifestyle
transition period. Encouraging users to chronicle their weight loss and personal transitioning stories with
photos, thus providing free advertisement for the brand. Minimal cost advertising and marketing
wherever possible is both a low start up cost technique and a grass roots personal touch where clients are
concerned, ie: Facebook Friends.
Our Goal is to become a household name in alternative eating lifestyles by being accessible at all times
via internet. Especially through major holidays such as Thanksgiving or Christmas when the need for
suitable meal options are necessary for both nourishment and family inclusion. Support at these times is
highly sought after and can be very profitable for repeat customers at least 3 times a year.
12. SIPOC Map
Suppliers Inputs Processes Customers Outputs
Wholesale
grocery
supplier
Fresh produce,
meat, flour, oil,
etc.
regular weekly
delivery
Vegan,
Vegetarian,
alternative
lifestyle
enthusiasts
seeking
comfort food.
Repeat
business, word
of mouth
advertising.
Packaging
supplier
customized
branded paper
and plastic
packaging
Printed and in
stock at all
times
people
associate our
logo with
quality,
pleasurable
indulgent
habbit.
Brand
reinforcement,
as demand
grows, the cost
of supplies
goes down.
Create Brand
Loyalty.
Commercial
kitchen rental
location
Clean and well
appointed local
facility
available on an
occasional
timeshared
basis
Use of
equipment and
utilities to cook,
freeze and
package food
for delivery.
Location to film
cooking DVDs
B2B Grocery
outlets for
frozen food
section
in time and
with profit, we
endeavor to
expand and
purchase
dedicated
property
13. Suppliers Inputs Processes Customers Outputs
Staff waiters, cooks,
delivery
drivers, video
production
team
Versatile team
to
accommodate
the various
events and
projects we
engage in
healthy staff
full of energy
who believe in
our product
because they
are also
customer.
expand, offer
benefits, create
team loyalty.
Uniforms and
Equipment
Pop up tent,
table cloths,
dishes, place
mats, T-shirts,
aprons, chef
hats,
stationary,
branded order
forms, etc.
display Logo,
make event
staff easily
recognizable.
Inspire trust
through
presentation.
Fans of our
company
“lifestyle”
purchase and
wear branded
merchandise
for sale in our
retail outlets
Create brand
loyalty through
a uniform
image.
Home /
Executive
Office
Headquarters
Web presence
management,
advertising,
Phone, files
etc.
Manage all
aspects of the
business
including new
products,
various
projects, and
all finances.
Executive staff
will freeze and
consume all
surplus, thus
no wasted
money.
inspire the
creation of new
products.
create a sense
of family and
community as
the face of the
company.
14. Management Team
Owner Operations
Title
Management
Responsibilities
Wren Viltz Executive Director Marketing & Public
Relations
Allana Morgan Creative Director Chef and Product
Development
Tiffany Broussard Financial Director Business Management
Financial Strategy
The UCB business structure is an LLC. The three founders will not only serve as the management
team, but they will also divide the initial start up costs and profits three ways equally. Income Statement
Projection spreadsheet is available at the end of this report.
Business Risks
Ecoli, GMO vegetables and fruits, shipping logistics issues, recipe copy catting, and DVD
bootlegging, are among the few foreseeable risks to to our business.
15. Social Responsibility
In the world of Raw Vegan and Vegetarianism there is great importance placed on organic and non-
GMO fruits and vegetables. Seed archives and seed banks are of the utmost urgency in order to protect
our right to grown natural food in the future. UCB will champion efforts to preserve natural food for
posterity. The UCB will make every effort to use nothing but non GMO ingredients. Also, any and
all surplus food will be donated to the feed the homeless.
Conclusion
We plan on growing our business slowly over time, eventually expanding into frozen foods and premixed
seasoning packs and dry goods. We intend to capture our customers hearts and stay with them
throughout their lifetime like a trusted friend. The Unique Cupcake Boutique is a lifestyle and a
community that will never go out of style!!!!
