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

Facebook

Twitter

Company Blog

Email Newsletter

Fulfillment Plan

• Pull, pack, and ship ourselves• Controlling inventory helps to

emphasize excellent customer service

• Drop ship if necessary