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Frannie Franks Coffee Cakes

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by

Amelia Hanzlick

on 19 October 2014

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Transcript of Frannie Franks Coffee Cakes

Frannie Franks Coffee Cakes
History of Frannie Franks
“Frannie Franks happened by accident in June of 2011 while baking a treat from an old
family recipe, for a dear friend’s birthday. Named in honor of Frances Ann, my mother.
This is her recipe and our dream... together!”
Environmental Trends
Social Trends:
Less inclined to bake desserts with busy schedules
Regulatory Trends:
Health guidelines must be followed or business will be shut down
Economic Trends:
Very elastic demand, people may only buy necessities
Technological Trends:
Increase in internet use = increase cakes bought online
Competitive Factors:
CoffeeCakeKC, Judi’s Bakery and Coffee Shop, Panera, Starbucks, Caribou Coffee, Hyvee
SWOT Analysis
Strengths:
Great community relations
Passionate about quality product
Convenient to order (delivery options/locations)
Area of Improvement
Entire page, not center spread:
• Variety of pictures (more appeal) on sales page
• Signature look
• Add calendar on website for selling locations
Current and Potential Target Markets
Current:
Coffee Shop Frequenters
Farmer’s Market Frequenters
Potential: Parents with Kids in School (PTA)
Advertise in Schools, Book Fairs, Neighborhoods, Libraries, and play places.
Purchase $15.00(+) and offer 20% off that goes to school of their choice
Recommendation
Most benefit from targeting parents of kids in school because of the wide range of consumers with a variety of income.
4 P Plan
Weaknesses:
Higher price compared to alternatives
No store front
Website
Packaging (Resolved)
Opportunities:
Catering to parties
Creating tradition at events

Threats:
Trouble catering to the younger generation
Homemade cakes are less expensive
Internet provides recipes and other alternatives
Product/Service
• Gourmet coffee cakes
• Cakes and muffins-regular and gluten free
• pumpkin, toffee, toffee chocolate
Pricing Plan Current:
• $12.99 small, $17.99 large
muffins $15.99/dozen
$16.99 for small gluten-free, $21.99 for a large gluten-free
gluten-free muffins $19.99/dozen
Promotion Plan
Advertising:
these offers on social media
flyers, in local magazines
Kansas City Star
Current:
• samples at locations, free cakes for winning contests
Potential:
• to increase sales online, offer free shipping
• Coupons, discounts
• School Promotion
Personal Selling:
No sales force beyond the owner and her small staff
Publicity:
Magazine features, articles in KC Star
Place
Current:
• Farmers markets, Online, Dean and Deluca, Grocery stores
Potential:
• Schools, Book Fairs, Neighborhoods, Libraries
Full transcript