Hannah GrayKate Gutierrez
Haley HiraiAyaka HongKelsey HonzTashi Kerr
Cheyenne KnowlesJordyn Neerdaels
Krista ShogrenEmily Weaver
SWOT Analysis
Strengths
• Uniquely positions itself as the only organic & vegan bakery in Eugene
• Caters to specific dietary needs• Use of Facebook-- nearly 10,000
followers• Welcoming atmosphere & staff• Environmentally friendly
Weaknesses
• Population of more than 24,000 students is not targeted
• Lack of advertisements around campus
• Misconception that The Divine Cupcake is farther away from campus than Sweet Life and Voodoo Doughnuts
Opportunities
• Create Instagram and Pinterest accounts
• Advertise around campus and within student coupon book
• Cater fraternity & sorority events
Threats
• Sweet Life• Voodoo Doughnuts• Economy• Negative connotations towards
"organic" & "vegan"
Research Methods
Online Survey Focus Group
Online Survey
• Quantitative Research
• 8 multiple choice questions
• Distributed via facebook & email
• 149 Responses
Focus Group
• Qualitative Research
• 12 participants (7 females, 5 males)
• Participants were asked a variety of questions about dessert cafes
FindingsOnline Survey• 29% never heard of Sweet Life• 4% never heard of Voodoo Doughnuts• 76% never heard of The Divine Cupcake• 58% said there is not a negative connotation
towards vegan and organic ingredients
Focus Group• Heard of Voodoo Doughnuts
and Sweet Life through word of mouth
• Opinions on organic and vegan desserts in terms of taste and quality
• More willing to go to places with a coupon
Recommendations 1. Advertise in student coupon book
2. Create Instagram and Pinterest accounts
3. Cater fraternity & sorority events
QUESTIONS?
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