“Sissies Stay Away”Group 8:Jasmine Chipps

Laura SuJD DeLoach

Michelle YangINTRO VIDEO

Summary

-Started by Marilyn Lysohir and her husband to help fund their struggling magazine in 1997. (Moscow, Idaho)-Developed at home with the input of friends and family.-Chocolate with a KICK.-Several flavors and packaging options.-Significant monetary losses for the past 3 years.

Key Problems/Decision Statement

*Unknown Brand *Niche Market*Competition *Limited funds

*High Costs *Weak Margins*Distribution *Industry Knowledge *Focus *Extra Inventory

*Market Position *High Pricing*Promotion Strategy *Target MarketHow to turn an idea into a profitable business?

SWOT AnalysisStrengths● product differentiation● high quality● personalization● customer experience● credibility

Weaknesses● high production costs● limited cash flow● lack of distribution resources● lack of focus for target market

Opportunities● online sales● expansion into U.S. Hispanic

marketplaces● seasonal promotions

Threats● competition in the gourmet

chocolate market is high● easily imitable● low buyer/supplier power

Possible Alternatives● Focusing on online sales rather than in stores● Modernizing the product based on market

researcho “mild-mannered” truffles

● Discontinuing listing on directory websiteso worldmall.com, Style365.com

● Discontinuing certain productso dessert sauceso unpopular flavors

● Expanding the product lineo new flavors

● Expanding into the U.S. based Hispanic marketplaceso ex. La Michoacana

● Focusing the target market to Southwest regionso Texas, New Mexico, Arizona, California

Criteria for Alternative Analysis

● Overpowering spice flavor

● Found increased online sales

● Hot & spicy only appeals to 15% of Americans

Evaluation of Alternatives-Modernizing product through market research

● Pros: Understand customer better and expand reach● Cons: Product development could stray away from core

competency

-Increase Online Presence● Pros: Direct contact leads to excellent customer service● Cons: Time and money to develop

-Hispanic Market● Pros: Familiar with spicy candy flavors● Cons: Too many options of spicy candies

Recommendation/Implementation

● Modernize her company with market research

● Create a database for her website to track customers

● It will create trends and find a solid target market