Starting a New Business

Two Key Questions:

• What is it like out there?

• How can we be successful?

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Confucius: “May We Live in Interesting Times”

Unemployment remains high at 9.4%, above 19% for 18-30

Home prices remain depressed; American homes have lost $9 Trillion since 2006. Foreclosures at all time high

Summary

High unemployment and collapsing home values have shaken consumer confidence

People have cut back spending, looking for value and the

necessities

There is no quick turnaround

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Sound Business Plan is the Key• Clearly define who

your customers are, as well as their wants and needs.

• Ensure business concept or idea addresses customer

needs• Define concept against

the competition

How can we be successful?

Customer Concept

Competition

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The Process of Understanding

• How do customers feel about my business?• How do customers uniquely use my

business? -Be specific-Look for 2-3 word clarity and insight

How can we be successful?

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McDonald’s uncovered: Hostage Moms

How can we be successful?

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McDonald’s Tactics• Wholesome platform

– Fresh Salads– Whole white meat vs. mystery meat– Healthy Kids meals (Apple Dippers/Milk)– Ronald McDonald promotes exercise & fun

• High impact store design– McCafe– Gourmet Coffee– Upgraded Ambiance

• McCafe: Create Mom’s space in the store

How McDonald’s Became Successful

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Competitive Mapping • Understand your competitive set and

determine how you are different• Get your team out into the marketplace• Examine and analyze the competition (menus,

store layouts, pricing, promos, their customers)• Understand how your concept is or can be

different

How can we be successful?

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Shakey’s Uncovered:

Family gathering place

Define Your Business

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Shakey’s Concept: Family Fast Casual• Quality branded experience for adults & fun place for kids

Food firstEntertainment second

Define Your Business

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Shakey’s Business Statement

For today’s families who love pizza and want something special for the kids, Shakey’s is the gathering place where everyone has fun.

Define Your Business

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Who:• Time pressed families, especially with tweeners,

ages 5 -11

• Groups, sports teams, schools, birthday parties

• Adults on the go

Define Your Business

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Why:• Customers want to carve out a

comfortable, fun time in a stress-free environment

• Place for good value for the whole family

• Escape + Unwind• Spontaneous family dining • Kids can be kids • Desiring connection i.e.

community dining

Define Your Business

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When:• Weekday or Weekend

Indoor Picnic• Celebrate, Events • Spontaneous • After school • After the game

Define Your Business

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Where/How:• Away from home, but neighborhood destination• How: Dine-in

Define Your Business

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What: Shakey’s Pizza Parlor is Family Fast Casual

Integration: Creating Business Drivers

Logo Menu Layout

Gourmet Pizza Fresh Tossed Salads

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What: Shakey’s Pizza Parlor is Family Fast Casual

Integration: Creating Business Drivers

Store Design Uniforms

Service System Games

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• Key to Success:Clearly define your business in a way that is

meaningful to the customer-Who-Why-When-Where/

How-Then What

Wrap Up