Smitten Ice-Cream

Business Model Design By Vivien Ní Dhuinn

Company Profile

• Founded 2009 in San Francisco

• Founder – Robyn Sue Fisher MBA

• Objective – To find a new way to make old-fashioned Ice-Cream.

• Business Idea – Perfecting the process of Ice-cream making via the use of LNA2 (Liquid Nitrogen) and Prototype Double Helical Triple Patented Machine.

• Product – The Smoothest, Tastiest Ice-Cream. Free from preservatives and additives. Made to order in 60 to 90 seconds.

• Outlets – 4 - First one opened in Hayes Valley 2011.

Value Propositions

• Application of Science - A New way to make old fashioned Ice-cream. Liquid Nitrogen creates smaller ice crystals – smoother ice-cream.

• Enriched Customer experience – the Smoothest Tastiest Ice-Cream ever.

• Healthy – Free From preservatives and additives. Dedicated Chef

• Novelty – Unusual flavours. Nitrogen Vapour. Made in under 90 seconds. Watch it being made

• Locally sourced raw materials

• Nostalgia – Retro Feel.

• Status/Exclusivity – Designer Ice-cream costs more. Luxury. Limited outlets. Creates attraction.

• Catering – Parties, events, corporate occasions.

• Eco-Friendly – Recycled shipping containers as outlets.

• No Franchise – Control of Quality. Machines not available for sale.

• Ongoing R&D.

• Community Involvement

• Hip place to work

• Hip place to hang out. Tourist attraction.

Customer Segment

• Niche Market - Ice-cream lovers of all ages – from 3 to 103.

• Local Market – regulars, repeat business, customer loyalty.

• Health conscious – ice-cream must meet the free-from, fresh ingredients appeal.

• Mid to upper income segment. Demand quality and consistency of taste.

• Tourists – A must go and see place. Create a memorable and enjoyable experience.

• Catering Market – Corporate, Parties & Events.  

 

Customer Relations

• Owner hands-on and visible. Started from back of Radio Flyer Wagon.

• Trust. Owner shows obvious passion for ice-cream.

• Promises the best tasting and smoothest ice-cream on earth.

• Made to order ice-cream for individual tastes. Watch as your ice-cream is made.

• Encourages customer feedback. Wants happy customers.

• Free-from Ice-cream.

• Innovative recipes for mouth-watering experience. Dedicated Chef.

• Consistency of flavour and quality ensures repeat business.

• Ongoing R&D –improve customer experience.

• Community Involvement – Donations - Class Field Trips

Revenue Stream

• Direct sales - Retail outlets

• Catering -Parties, Events, Corporate Occasions.

• Merchandising – Tee-shirts.

• Gift Coins/Vouchers

Cost Structure

• Life savings went into R&D.

• Liquid Nitrogen.

• Ongoing design costs – new flavours, improved performance. New Brrr™ machine.

• Fixed Costs – Salaries, utilities, business overheads; insurance, accounts, tax

• Maintenance and updating of equipment and outlets.

• Six Specialist Engineer Contracts.

• Expansion. Purchasing or leasing of sites for new outlets.

• Advertising and Marketing.

Key Resources

• Availability of liquid nitrogen.

• Intellectual input of owner and chef. R&D. PR.

• Specially trained engineers to create and maintain Brrr™ Machines.

• Reputable and Reliable Partnerships for supply of raw ingredients. Local growers.

• Staff Training for operation of machines.

• Cash Flow

• Investment Capital / Investors /Mentors

Key Activities

• Making Ice-Cream to order using specialised equipment.

• Sourcing Quality local suppliers of raw materials.

• Creating Recipes

• Operating Brrr™ Machine. Maintaining and improving. R&D

• Staff Training.

• Customer Service. Maintaining customer relations.

• Catering at parties and events

• Sourcing and refurbishing old shipping containers for use as outlets.

• Website development. Blog/Social Media Newsletters. Tweeting.

• PR for Branding. interviews, demonstrations, media.

Key Partners

• Suppliers of Liquid Nitrogen

• Suppliers of Raw Materials – Dairy supplies, local farmers and producers.

• Chef – Robyn Lenzi

• Specialist Engineers

• Web Developers

• Digital Marketing Company

• Merchandise Suppliers

• Financial Advisor/Banks

• Business Mentors