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Cupcake is a niche market in the baking and culinary industry and statistics has it that there
are 400 registered cupcake outlets in the United States of America and 770,000,000
cupcakes are consumed in the U.S. in 2012 alone. Crumbs Bake Shop® is the highest
selling cupcake shop in the United States with estimated net sales of $8.9m and a gross
profit of $5.1m in 2011. As a matter of fact, Crumbs Bake Shop offers over 60 varieties of
cupcakes to their customers and they have plans to open their outlets in about 200 different
locations within the next four years.
The cupcake industry rakes in about $1.6 billion annually in the United States of America
with three years of steady growth. Cupcake business is projected to become one of the
fastest growing businesses in the baked goods industry. The world’s most expensive
cupcake is $55,000; a red velvet cupcake with an 8 carat diamond engagement ring on it
and it was done by cupcakes gourmet.
The cupcake industry thrives on creativity and it is on record that Sprinkles Cupcakes which
is based in Beverly Hills, California and owned by Candace Nelson became the first
cupcake outlet to start a cupcake dispenser with the capacity to hold up to 350 cupcakes
per time.
The cupcake industry is still growing despite the fact that there are many players in the
industry. For instance, statistics has it that 13 percent of cupcakes produced are served in
wedding receptions. The idea is that once a start – up cupcake shop is well positioned and
offers additional services, then they just need to do little to stay in business.
Some of the factors that encourages and motivates aspiring entrepreneurs to venture in to
cupcake business is the point that you can start the business on a small scale from the
comfort of your kitchen without making purchase of heavy duty equipment. All that you
would have to spend some money on would be cake baking ingredients and relevant
supplies.
As a matter of fact, you can start by supplying your cupcakes to mom and pop shops
around your community or you can even open a small shop / kiosk in front of your house
and start retailing your cupcakes. If you are hardworking and lucky enough, you can secure
contract from the start to start supplying cupcakes for events (parties and wedding
ceremonies et al). This is why it is important to network and enter into strategic business
alliance with event managers and wedding planners et al.
If you are contemplating to start your own cupcake business in the United States, you
should ensure that you carry out a thorough market survey and feasibility studies. If you get
some key factors wrong before starting your own cupcake, then you are likely going to
struggle to stay afloat. But over and above, cupcake business is a thriving and profitable
business especially if you are creative and ready to take on the available market within the
location where your business is plus the fact that Americans love cupcakes and they are
willing to try – out different flavors.
Cupcake Shop Business Plan – Executive Summary
Isabella House of Cupcakes™ is a neighborhood cupcake business that will be based in
Fairhope – Alabama, USA but will cover a wide range of clients both domestic and
corporate clients. Although we intend starting out from small in – house bakery, but that
does not in any way stop us from maximizing our potential in the cupcake line of business.
We hope to grow the business beyond Fairhope to other communities / cities in the State of
Alabama.
Isabella House of Cupcakes™ is established by the awarding winning and renowned baker
– Mrs. Isabella Welsh – Carrington who has B.Sc. in Food Science Technology and a
Master’s Degree in Business Administration (MBA). She has a robust experience in the food
and confectionaries business having worked both in the public sector and the private sector
prior to starting her own cupcake baking and retailing business in Fairhope – Alabama.
Our business goal as a community based cupcake baking and retailing business is to
become the number one choice of residence in the whole of the communities where we
intend to retail our cupcakes. We are extremely creative, which is why we will come up with
cupcakes in different designs, different variants, different themes, and different flavors and
of course different packaging just to appeal to our target market.
As a business, we are willing to go the extra mile to invest in building a standard in – house
bakery and also to hire efficient and dedicated employees. Our in – house bakery and
delivery network will be customized to fit into the kind of ideas we have of how a standard
cupcake baking and retailing business should look like. When it comes to hygiene, we have
put plans, process and structures in place that will ensure that we are always at the top of
game when it comes to that. We have been able to secure permits from all relevant
departments in the State of Alabama.
Isabella House of Cupcakes™ is set to redefine how community based cupcake business
should be run, not just in Fairhope – Alabama, but also in the whole of the United States of
America. Which is why we have put plans in place for continuous training of all our staff at
regular interval and also liaising with stake holder in the industry to contribute our quotas in
the way baking equipment and accessories should be designed and fabricated to meet the
ever changing demand of the baking and confectionery industry.
No doubt the demand for cupcakes and other baked foods is not going to plummet any time
soon, which is why we have put plans in place to continue to explore all available market
around the communities where we intend retailing our cupcakes. In the nearest future, we
will ensure that we create a wide range of distribution channels via franchising. With that,
we know we will be able to maximize profits in our business.
Our strongest selling point at Isabella House of Cupcakes™ is the unique taste of the
different flavors of cupcakes that we sell. There is hardly any customer that will taste our
cupcakes who would not want to come back and make more purchase – we take delight in
welcoming repeated customers over and over again.
Isabella House of Cupcakes™ will at all times demonstrate her commitment to
sustainability, both individually and as a firm, by actively participating in our communities
and integrating sustainable business practices wherever possible. We will ensure that we
hold ourselves accountable to the highest standards by meeting our customers’ needs
precisely and completely. We will cultivate a working environment that provides a human,
sustainable approach to earning a living, and living in our world, for our partners, employees
and for our customers.
Our plan is to position our cupcake business to become the leading brand in the cupcake
line of business in the whole of Fairhope – Alabama, and also to be amongst the top 2
cupcake brand in the whole of Alabama within the first 5 years of starting our business. This
might look too tall a dream, but we are optimistic that this will surely come to pass because
we have done our research and feasibility studies and we are enthusiastic and confident
that Fairhope is the right place to launch this type of business before spreading to other
cities all across the State of Alabama.
At Isabella House of Cupcakes™ we deal in all forms and flavors of cupcakes. We will bake
and retail cupcakes made in different designs, different variants, different themes, and
different flavors and of course different packaging just to appeal to our target market.
As part our strategy to create multiple sources of income in line with our core business
concept, we will run an in – house and community based consultancy service and trainings
as it relates to cupcakes and other baked foods. Our intention of starting Isabella House of
Cupcakes™ is to make profits from the industry and we will do all that is permitted by the
law in the US to achieve our aim and ambition.
Our vision as a community based cupcake making and retailing business is to become the
number one choice in the whole of Fairhope and also to be amongst the top 2leading
cupcake baking and retailing companies in the State of Alabama before our 5th anniversary.
Our mission is to build a cupcake baking and retailing business that will grow from an in –
house baker to a standard bakery whose products can be found in different locations all
around Alabama.
As part of our plan to build a top flight community based cupcake baking and retailing
business in Fairhope – Alabama, we have perfected plans to get it right from the onset
which is why we are going the extra mile to ensure that we have competent employees to
occupy all the available positions in our company.
The picture of the kind of community based cupcake baking and retailing business we
intend building and the business goals we want to achieve is what informed the amount we
are ready to spend to ensure that we build a standard in – house bakery, dedicated
workforce and robust distribution network.
Below is the business structure that we will build Isabella House of Cupcakes™ on;
Bakery Manager
Manages external research and coordinate all the internal sources of information to
retain the organizations’ best customers and attract new ones
Model demographic information and analyze the volumes of transactional data
generated by customer purchases
Identifies, prioritizes, and reaches out to new partners, and business opportunities et
al
Responsible for supervising implementation, advocate for the customer’s needs, and
communicate with customers
Develops, executes and evaluates new plans for expanding increase sales
Documents all customer contact and information
Represents the company in strategic meetings
Helps increase sales and growth for the company
Responsible for preparing different flavor and style for cupcakes and all our bakery
products
Responsible for carrying out all casual or unskilled jobs in the bakery
Responsible for operating sealing and packaging machines
Handles any other duty as assigned by the bakery manager
Accountant / Cashier
Responsible for preparing financial reports, budgets, and financial statements for the
organization
Provides managements with financial analyses, development budgets, and
accounting reports; analyzes financial feasibility for the most complex proposed
projects; conducts market research to forecast trends and business conditions.
Responsible for financial forecasting and risks analysis.
Performs cash management, general ledger accounting, and financial reporting
Responsible for developing and managing financial systems and policies
Responsible for administering payrolls
Ensures compliance with taxation legislation
Handles all financial transactions for the organization
Serves as internal auditor for the organization
Ensures that all contacts with customer (e-mail, walk-In center, SMS or phone)
provides the client with a personalized customer service experience of the highest
level
Through interaction with customers on the phone, uses every opportunity to build
client’s interest in the company’s products and services
Manages administrative duties assigned by the store manager in an effective and
timely manner
Consistently stays abreast of any new information on Isabella House of Cupcakes™
products, promotional campaigns etc. to ensure accurate and helpful information is
supplied to customers when they make enquiries
Cleaners:
Strength:
Our strength lies in the fact that we deal in all forms and flavors of cupcakes. We will bake
and retail cupcakes made in different designs, different variants, different themes, and
different flavors and of course different packaging just to appeal to our target market. We
have state of the art bakery facility and equipment that has positioned us to meet the
demand of cupcakes even if the demand tripled over night or if we have a massive order to
meet and emergency need.
Another factor that counts to our advantage is the background of our Chief Executive Office;
she has a robust experience in the industry and also a pretty good academic qualification to
match the experience acquired which has placed her amongst the top flight professionals in
the United States of America. We are not ignoring the fact that offering consultancy services
and running a standard and accredited training center is definitely going to count as a
positive for us.
Weakness:
The fact that we are setting up a cupcake baking and retailing business in a city with other
smaller and larger cupcake businesses might likely pose a challenge for us in breaking into
the already saturated market in Fairhope – Alabama. In essence our chosen location might
be our weakness. But never the less, we have plans to launch out with a big bang. We
know with that, we will be able to create a positive impression and we have a proper handle
when it comes to building on already gather momentum.
Opportunities:
Threat:
The threat that is likely going to confront us is the fact that we are competing with already
established cupcake baking and retailing businesses in Fairhope – Alabama and also there
are other entrepreneurs who are likely going to launch similar business within the location of
our business. Of course, they will compete with us in winning over the available market.
Another threat that we are likely going to face is unfavorable government policies and
economic downturn. Usually economic downturn affects purchasing / spending powers.
Market Trends
It is common trend in the bakery and confectionery industry to find bakers trying to outsmart
one another. No doubt, those in the cupcake industry are known to be extremely creative
which is why they could come up with cupcakes in different designs, different variants,
different themes, different flavors and of course different packaging just to appeal to their
target market.
Another trend is that some cupcake baking and retailing companies have gone beyond only
selling their products in their stores to taking it out to people in parks, sport centers and
public places through vans and mobile food trucks. Some cupcake baking and retailing
companies have even gone ahead to start retailing their cupcakes to the public through
vending machines /cupcake ATM just like the owner of Sprinkle Cupcakes Candace Nelson
did and some can just open a shop or kiosk in a street corner strictly for the sale of
cupcakes.; it is one of the strategies that is helping them gain a huge market share.
When it comes to retailing cupcakes, there is indeed a wide range of available customers.
In essence, our target market can’t be restricted to just a group of people, but all those who
love cupcakes and those who would want to try it out.
One thing is certain; there are no restrictions to the demographic and psychographics
composition of the target market for cupcakes. Adults and children all consume cupcakes;
the demography is all encompassing which is why you can find cupcakes been served in
wedding receptions, birthday parties, children’s parties, school graduation parties, baby
shower, and a whole lot of events and parties.
This goes to show that the target market for cupcake is wide and far reaching, you can
create your own make niche yourself to serve a specific purpose.
In view of that, we have conducted our market research and we have ideas of what our
target market would be expecting from us. We are in business to engage in wholesale
distribution and to retail a wide range of cupcake flavors to the following groups of people;
School Children
Sport Lovers / Fans ( In Stadiums during live sport events)
International and Local Tourists
Corporate Organizations
Families / Households in and around your neighborhood
Churches and other religious centers
Campuses
Parks
Event Planners and Wedding Planners
Everyone who resides in our target locations.
Sources of Income
Isabella House of Cupcakes™ is established with the aim of maximizing profits in the
bakery and confectionery industry in the United States of America and we are going to go
all the way to ensure that we do all it takes to retail all forms and flavors of cupcakes. We
will bake and retail cupcakes made in different designs, different variants, different themes,
and different flavors and of course different packaging just to appeal to our target market.
As part our strategy to create multiple sources of income in line with our core business
concept, we will run an in – house and community based consultancy service and trainings
as it relates to cupcakes and other baked foods.
Sales Forecast
It is important to state that our sales forecast is based on the data gathered during our
feasibility studies, market survey and also some of the assumptions readily available on the
field.
Below are the sales projections that we were able to come up with for the first three years of
operations;
First Year-:$100,000
Second Year-: $250,000
Third Year-: $500,000
N.B: This projection is done based on what is obtainable in the industry and with the
assumption that there won’t be any major economic meltdown and the arrival of a
competitor in same location as ours within the period stated above. Please note that the
above projection might be lower and at the same time it might be higher.
Cupcake Shop Business Plan – Marketing Strategy and Sales Strategy
Before choosing a location to launch Isabella House of Cupcakes™ and also the kind of
cupcake flavors to produce, we conduct a thorough market survey and feasibility studies in
order for us to be able to be able to penetrate the available market in the cities where we
intend positioning our business.
We have detailed information and data that we were able to utilize to structure our business
to attract the numbers of customers we want to attract per time and also for our products to
favorable compete with other leading cupcake baking and retailing brands in Fairhope –
Alabama and the whole of the United States of America.
We hired experts who have good understanding of the baking and confectionery industry to
help us develop marketing strategies that will help us achieve our business goal of winning
a larger percentage of the available market in Fairhope and other cities in Alabama where
we intend retailing our cupcakes.
In other to continue to be in business and grow, we must continue to sell our cupcake to the
available market which is why we will go all out to empower or sales and marketing team to
deliver our corporate sales goals. In summary, Isabella House of Cupcakes™ will adopt the
following sales and marketing approach to sell our wide range of cupcake flavors;
Place adverts on both print (community based newspapers and magazines) and
electronic media platforms
Sponsor relevant community programs
Leverage on the internet and social media platforms like; Instagram, Facebook ,
twitter, et al to promote our brand
Install our Bill Boards on strategic locations all around major cities in the State of
Alabama
Engage in road show from time to time in targeted communities
Distribute our fliers and handbills in target areas
Position our Flexi Banners at strategic positions in the location where we intend
getting customers to start patronizing our cupcakes.
Ensure that all our staff members wear our customized clothes, and all our official
cars and distribution vans are customized and well branded.
Payment Options
At Isabella House of Cupcakes™, our payment policy is all inclusive because we are quite
aware that different people prefer different payment options as it suits them. Here are the
payment options that will be available in every of our outlets;
Payment by cash
Payment via Point of Sale (POS) Machine
Payment via online bank transfer (online payment portal)
Payment via Mobile money
In view of the above, we have chosen banking platforms that will help us achieve our
payment plans without any itches.
When it comes to starting a cupcake business, loads of factors influences the amount that
will be required to successful launch the business. Factors like the location you intend
starting the business, the size of cupcake business you want to start i.e. the number of
outlets / shops et al, and of course the state of the economy as at when you intend start the
business.
We know that no matter where we intend starting our cupcake business, we would be
required to fulfill most of the items listed below;
The Fee for registering the business in the United States -$725.
The budget for legal fees, insurance, permits and license – $3,000
The amount needed to build a standard in – house bakery and renovation of the
facility inclusive – $20,000.
The Cost for the purchase of kitchen / baking equipment and gadgets (industrial
ovens, fridges, smoke detector, TVs, microwave oven, Pans, Foils, Sound System,
tables and chairs et al) – $5,000.
The Cost for supply of flour and other baking ingredients for a month – $1,000.
The Cost of Launching a Website – $600
The cost opening party – $5,000
Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) –
$5,000
Going by the report from our research and feasibility studies, we will need an average of
$50,000 to start a small scale but standard cupcake business in Alabama, United States of
America.
Generating Funding / Startup Capital for Isabella House of Cupcakes™
Isabella House of Cupcakes™ is a family business that is owned and financed by Mrs.
Isabella Welsh – Carrington and Family. They do not intend to welcome any external
business partner which is why he has decided to restrict the sourcing of the start – up
capital to 3 major sources.
These are the areas we intend generating our start – up capital;
Generate part of the start – up capital from personal savings and sell of stocks
Source for soft loans from family members and friends
Apply for loan from my Bank
N.B: We have been able to generate about $20,000 (Personal savings $15,000 and soft
loan from family members $5,000) and we are at the final stages of obtaining a loan facility
of $30,000 from our bank. All the papers and document have been signed and submitted,
the loan has been approved and any moment from now our account will be credited with the
amount.
Cupcake Shop Business Plan – Sustainability and Expansion Strategy
The future of a business lies in the numbers of loyal customers that they have the capacity
and competence of the employees, their investment strategy and the business structure. If
any of these factors is missing from a business (company), then it won’t be too long before
the business close shop.
Isabella House of Cupcakes™ will ensure that all the factors listed above are reinforced on
a regular basis, we will continue to improvise with our products, come up with pleasant and
acceptable flavors and also we will engage in continuous capacity building of our workforce.
As a matter of fact, profit-sharing arrangement will be made available to all our
management staff and it will be based on their performance for a period of five years or
more.
We will make sure that the right foundation, structures and processes are put in place to
ensure that staff welfare is well taken of. Our company’s corporate culture is designed to
drive our business to greater heights and training and re – training of our workforce is at the
top burner.
Check List / Milestone