SWEET CONFECTIONS
BY: Cassandra Latawiec, Kevin Withrow, Esther Nicks, Kari Littleford
PART I
Basic Company Information
Sweet Confections
The company has a sweet
confession to make: it bakes
fresh vegan and gluten free
products daily.
 The target market has a
sweet confession to make:
they live a healthy lifestyle
but do not want to deny their
sweet tooth.
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Mission Statement
“Here at Sweet Confections, it is our mission to offer a
variety of healthy baked goods without sparing any
sweetness for the enjoyment of the consumer. Sweet
Confections is committed to bake with savvy substitutes
and organic ingredients to ensure that this bakery
caters to everyone with a sweet tooth. Sweet
Confections also makes a commitment to help support
the environment and economy through purchasing only
organic and eco-friendly products. Each day, Sweet
Confections will provide a variety of freshly baked
delectable goods, nothing more in ingredients, and
nothing less of sweet.
”
Goals and Objectives
To spread the word about the benefits of
healthy living.
 To teach the consumer about the advantages
of becoming a vegan.
 Inform consumers of healthy vegan substitutes.
 Create awareness and provide information
and facts about celiac disease
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Target Market
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Demographic
Gender: male and female
Age: all ages
Economic Status: middle – upper class
Core Residence: Southlake, Texas
Generic Residence: DFW metroplex
Lifestyle
Health conscious
Interested in learning
Vegan friendly
Environmentally friendly
Maintain gluten-free diets
Trendy innovators
Early Adopters
Retail Format
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Brick and Mortar
E-commerce site that allows customers to place
orders and make catering appointments online
Product Offering
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An array of baked
goods
Drinks such as coffee,
hot tea, or lemonade
Baking classes
Catering services
Customer Service
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“Customer is always right” motto
Employee Education
 Product
knowledge
 Taste testing
 Customer care techniques
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Communication Forum
 Facebook
Page
 Birthday Treats
 Thank you Cards
SWOT Analysis
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Strengths
Overall concept follows the trend of a healthy lifestyle
Offers an assortment of baked goods
Only bakery in the Southlake location to offer vegan and
gluten-free products
Caters to people with Celiac disease by offering healthy
organic substitutes
Use only sustainable, eco-friendly materials in the
construction of the store and operations.
Weaknesses
Poor perception of the product offering
SWOT Analysis
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Opportunities
Expand product offerings to other locations
Find new and charitable organizations or businesses with which to team
up
Come up with more interactive ways to get the consumer involved with
our business
Threats
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Direct
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Established bakeries in the area
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Nothing Bundt Cakes
Sublime Bakery
Spiral Diner & Bakery
Indirect
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Bigger name businesses
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Central Market
Sprouts
Whole Foods
Target
PART II
Merchandising and Location Strategy
Nature of Merchandise
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Vegetarianism and Veganism are
rising trends in the US and we are
catering to this market through our
assortment of completely vegan
sweets and beverages.
Sweet Confections gives a healthy
alternative to baked goods.
We offer baked goods that
exclude all animal products or biproducts, such as dairy products.
Variety and Assortment
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Sweet Confections offers its customers an assortment
of breads, pastries, muffins, cookies, brownies and
beverages.
We will also offers products seasonally, we utilize
fresh fruits and vegetables in their growing season
as much as possible.
Brands Carried
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We strive to use as much organically
grown local ingredients as possible but
for those items that aren’t grown locally
we use several vegan brands that are
nationally known.
Silken Tofu
Ener-G Egg Replacer
Specrtrum Organics for our canola,
coconut, and flax oils
Hershey’s Cocoa for baking chocolate
Level of Quality
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Sweet Confections seeks to provide its customers
with products baked with the highest quality
ingredients.
Sweet Confections will bake our products without
the use of eggs, flour, white sugar, dairy milk, sour
cream, butter, dairy cream, and cream cheese.
Pricing
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Vegan ingredients are more
expensive than regular baking
ingredients.
As a result our products are
slightly more expensive than
regular bakeries.
Store Location
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Sweet Confections will be located in the Town
Square of Southlake, Texas.
It is a central shopping location for residents and a
destination shopping center for surrounding
communities.
Store Location
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Southlake was chosen because of the central
location, prime income range and median age of
consumers in Southlake.
In 2008, the median income of a Southlake resident
was $172,945 and the median age is 35.
PART III
Promotional Strategy
Promotional Strategies
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Grand Opening Flyer
To Go Menu
Frequent Buyer Card
Birthday Postcards
Baking Classes
Coffee Sleeves
Grand Opening Flyer
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Sent out to residents of
Southlake & neighboring
towns
Provides basic information
about the bakery
Incentive coupon
To Go Menu
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Sent out to residents of
Southlake & neighboring towns
Provides basic information
 Products
 Price
 Contact
Frequent Buyer Card
Front
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Consumer incentive
Builds brand image
 Customer
loyalty
Back
Birthday Postcards
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Communication is key
 Facebook,
Twitter, or e-
mail list
 Builds relationships
Back
Front
Baking Classes
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Product education
 Veganism
 Celiac
disease
 Local Harvests
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Open to anyone
Consumer participation
Coffee Sleeves
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Continuing education
Brand awareness
 Reinforces
mission
statement
 Strengthens top-of-mind
recognition
 Reaches out to potential
consumers
PART IV
Store Layout and Design
Signage
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Chalkboard
Menus
Chalkboard
Conversational
Signage
Chalkboard
Labeling
Recyclable
Frames
Keep calm
and
have a cupcake
LADIES
You are the icing
on my cupcake
GENTS
Layout
Free Flow Layout
 Relaxed, calming flow
 Guests must pass
tables before reaching
the counter
 Variety of seating
areas
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Space Allocation/Circulation
Interior Design
Environmentally conscious, comfortable, and
relaxing atmosphere
Travertine Stone
 Behr Premium Plus Ultra Paint
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Bamboo
Plates with a Purpose
Interior Design
Ambiance
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Relaxing
Eco-friendly
Trendy
Welcoming
Modern yet shabby
chic
Intimate or casual
Modern, contemporary
Jazz music
Lighting
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LED bulbs
Track Lighting
Bottle chandelier
Sunlight Pendant
Reclaimed Wood Ceiling
Light
Recycled Lamps
Fixtures
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Fixtures selected based
on style, purpose, and
eco-friendliness
Reclaimed wood
Sustainable hardwood
driftwood from
Indonesia
Rattan vines
Solid plantation-grown
teak
Fixtures
Merchandise Presentation
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Baked goods displayed on
the countertop
Other goods kept in the
glass bakery display
Espresso and coffee
machines visible
Visual Merchandising
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Merchandise shown
refrigerated bakery
display case
Various accents and décor
throughout the bakery
Front window sports the
logo and hanging
cupcakes
Recyclable bench
surrounded by plants
underneath front window
THANK YOU!
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ENJOY THE CUPCAKES AND HAVE A SWEETENED DAY!!!