PattyCakes
Lauren Davis, Nicole Grandy, Jia Hu, Krista Smith, Carolina Thomas
Agenda
• Executive Summary• Mission and Positioning Statements• Revenue Model• Competitors• Merchandising Strategy and Mix• Promotional Plan • Fulfillment Plan• PattyCakes Store
Executive Summary
PattyCakes was established in 2010 to cater to the demand of modern mothers looking for delicious and distinct cake flavors, icings, and other baking necessities. Our cake mixes will be our site’s focus, which will allow us to keep our inventory in-house, offer excellent customer service, and differentiate ourselves from our competitors. Our strong online presence through social media and SEO will build our brand name while driving customers to our site, allowing us to become a profitable e-business.
Mission Statement
PattyCakes seeks to bring a fresh approach to baking for the modern mom by providing one-of-a-kind baking mixes. PattyCakes is committed to providing unique products for our customers, developing rewarding relationships with our employees and our investors, and green practices in operations and distribution to preserve our environment.
Positioning Statement
For the young, modern mom who likes to entertain, PattyCakes is the only online baking supplies store that offers unique product flavors and accessories with guaranteed free shipping.
Revenue Model
Web catalog revenue model:• Sales= Product Appeal x
Awareness x Distribution
Competitors
Three types of competitors:1) Web-based• Fancyflours.com• Cooksdream.com
2) Click & Mortar• Williams-Sonoma• Sur la Table
3) Local
Measuring Success
Three stages of measurement:1) First year: Success based on website
hits2) Second year: Reaching our breakeven
point3) Third year: Making a profit
Competitor Analysis
Competitor Analysis: Web-based
• Positioning– High-quality, hard-to-
find ingredients, price leadership
• What do they do well?– Well-established– Continuously
changing and updating
• Vulnerabilities• How do they leave the
customers wanting?– Site navigation issues– Design and layout
Competitor Analysis: Click & Mortar
• Positioning– Premier specialty
retailers, wide assortment
• What do they do well?– Well-established brands– Multiple ways to buy
products
• Vulnerabilities• How do they leave the
customers wanting?– Assortment is not as
wide, tends to be traditional
– No fun and unique flavors
Competitor Analysis: Local
• Positioning– Wide assortment– Affordable and easy to use
• What do they do well?– Knowledgeable employees– Allows customers to feel
products and browse store• Vulnerabilities• How do they leave the
customers wanting?– Not a strong online presence– Customers must shop
during hours of operation
Merchandising Strategy and Mix
Primary focus:– unique cake and icing flavors
Secondary products:– One-of-a-kind baking pans and other
baking supplies like sprinkles and candles
Promotional Plan—SEM
• Search Engine Marketing
• SEO: focus on a mixture of broad and specific keywords– “Unique cake flavors,”
“specialty cake mixes”– “Patty cakes,” “cake
baking,” “chocolate and bacon”
• Keeping it in-house
Promotional Plan—Social Media
• Great potential for creating online community– Facebook– Twitter– Blog– Email newsletter
Company Blog
Email Newsletter
Fulfillment Plan
• Pull, pack, and ship ourselves• Controlling inventory helps to
emphasize excellent customer service
• Drop ship if necessary