Cupcake Industry Overview Worth 6 million Trendiest baked

Cupcake Industry Overview • Worth $6 million • Trendiest baked good for the past 5 years • Easy industry to break into o Known skills and recipes, inexpensive ingredients • Huge variety of flavors, sizes, and distribution channels AH

Emma Jean's Cupcake & Ice Cream Shoppe • Opened on October 22, 2011 in Fairhaven, Ma • Family owned and run by Cathy Melanson and her four daughters • Emma Jean's sells cupcakes, ice cream, penny candy, and so much more -specializes in cupcakes Cupcakes are made from a family recipe and come in over 10 varieties • • Emma Jean's core value is giving back to the community • The profits from the Emma Jean cupcake go to the March of Dimes organization SM

Pictures of Emma Jean's Cupcake & Ice Cream Shoppe

Mission Statement "Emma Jean's Cupcake Factoy and Ice Cream Shoppe is a family owned and run company. We are devoted to sharing out love for quality sweets with you by providing our customers with the best homemade premium ice cream, cupcakes and provide candy filled with the richest flavors. " MP

Competitor Analysis Competitors • Privately owned Bakeries o Naragansett Star Cafe o Cupcake Charlies • Supermarket Chains o Shaws o Other Grocery Stores Cupcake Charlies has the biggest impact: • Emma Jean's is a start up company. • Around Before Emma Jean's • Similar Prices • Similar Products and Flavors VS

SWOT Strengths • Product Variety • Larger Sized Cupcakes • Homemade with the Freshest Ingredients • Socially Responsible Opportunities • Target the Nearby College Student Demographic • Utilize Trendiness of Cupcakes • Location • Cupcake Truck Weaknesses • New Company • Unestablished Customer Base Threats • Trend in healthy foods • Health conscious consumers • Close Proximity of competitors • The economy AH

Emma Jean's Current Customer *Mom *Loves to spend time with her kids *30 to 45 years old *Foodie * *Creative *Married *Plays tennis, runs *Middle Class *Social *Trendy *Environmental Conscious *Involved in the community SM

Environmental Scanning Demographics • Residents of Fairhaven, MA Economic • High unemployment • High gas prices- raises the costs of goods and services • Trend in having the "new" product Technology • � Marketing through social media Competitive • No competitive forces as Ema Jean's Cupcake Factory is the only bakery in Fairhaven, MA MP

Positioning Statement "From the sports fan to the Fair Haven mom, Emma Jean’s Cupcake and Ice Cream Shoppe is the perfect place to go to indulge your sweet tooth by providing customers with cupcakes that celebrate everyday occasions and special events. " VS

Marketing Goals 1. Incorporate men as a new demographic to the cupcake consumer market. 2. Create a healthy cupcake that can be used as an energy, power snack for moms on the go, breakfast, and for exercise guru’s. 3. Reach 1, 000 "likes" on our Facebook page by January 2012. 4. Donate $700 a month to the March of Dimes 5. Emma Jean's Cupcake Truck AH

The Manlycakes The Healthycake

Product Strategies for the New Cupcakes The Healthycake • To appeal to the health conscious, on-the-go consumer by providing a low calorie, high fiber cupcake Features Benefits Ingredients including vegetables, whole grains, and yogurt Less calories than traditional cupcakes High fiber, low fat High energy, can be eaten any time of day not just for dessert The Manlycake • To create a larger male customer base by offering a cupcake geared towards their interests and tastes SM

Pricing Strategy The Healthycake • $4 for one cupcake • Cost oriented approach o High quality ingredients are more expensive o It takes more time to make The "Manlycake" $2. 75 for one cupcake Customary pricing of Emma Jean's cupcakes Promotional price of $15 for a "6 pack" • • • MP

Distribution Strategy Each new cupcake will be distributed through a direct and indirect channel Direct Channel • Emma Jeans Cupcake Factory -> Customers Indirect Channels • Healthy Cupcake o Emma Jeans Cupcake Factory ->Local Gyms-> Customers • "Manlycake" o Emma Jeans Cupcake Factory -> Pizzerias-> Customers Helps to reach customers who would not typically go to a cupcake bakery VS

Promotional Strategies To create awareness and stimulates sales of the healthy cupcake and "manlycake" a mix of advertising, personal selling, public relations, and sales promotion will be used. Advertising Individual print ads Online ads Radio commercials and shout outs Stickers • • Personal Selling Meetings with local gyms and pizzerias • Public Relations Press release Individual events for the healthy cupcake and "manlycake" o Tailgate party, Baking party • • AH

Promotional Strategies Continued Sales Promotion� Coupons in South Coast Today Individual coupons for the healthy cupcake and "manlycake" Monthly promotions on the "manlycake" Ultimate Fan Contest • • AH

Healthycake Implementation Timetable SM

Manlycake Implementation Timetable MP

Sales Forecast Current: Average of 1, 296 cupcakes per week. Average of 67, 392 a year The "Six-Pack" is expected to increase sales by 2, 184 a year. Product Revenue: $34, 944 Per Year The Healthycakes Product is expected to increase sales by 2, 496 a year. Product Revenue: $9, 984 Per Year Findings: We expect sales to increase by 300 cupcakes a week. That is an increase in revenue of $44, 928 annually. Totaling 4, 680 cupcakes a year. • • VS

Evaluation and Control Healthycakes � Evaluation Monthly sales Customer surveys Control If sales are low: Adjust the quantity of cupcakes that are made or distributed Change the times that the cupcakes are distributed Host events to stimulate sales ex: Healthycake Party • • • Manlycakes Evaluation� � Monthly sales Customer surveys Control If sales are low: Increase sales by having giveaways and coupons If sales are high: The Manlycake line will expand to have new flavors and themes • • AH