Dippin’ Dots
TEAM DOTS:
Martha Hubacher
Nick Bernard
Andrianne Kelly
Christina Pappas
Katie Wilson
Background Information
Dippin’ Dots Inc. established in 1988 in
Grand Chain, Illinois
Today has 622 US Locations in 46 States
and 1 in Canada
Dippin’ Dots are sold in
Amusement/Theme/Water Parks
Sports Venues
Fairs and Festivals
Carnivals
Background Information Cont.
 In 2005 listed on Entrepreneur Magazine’s
“Franchise 500” List
 Franchise Fee of $12,500
Training Programs
On-site instruction
Videos and Operational Manuals
Nationwide team of Customer Service Representatives
Marketing Materials
Consultations
Public Relations Services
Product Description
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“Ice Cream of the Future”
unique
Frozen dessert shape of tiny beads or dots
Microbiologist and company founder, Curt Jones
21 flavors from a wide variety of ice cream, yogurt,
sherbet, flavored ice, seasonal favorites: Candy Cane,
Chocolate Covered Cherry
Floats, shakes and sundaes
Solar Freeze Parfait
Growing by offering soft drinks, gift certificates, logo
merchandise, and take-home party packs
New items include Dot Delicacies Desserts:
Dotwich, Dippin Stix
Customer Trends
Ice cream is a $20 billion-plus industry
Health craze- offer fat free, low fat, sugar
free ice cream
Affordable treat
Situational Analysis
 Strengths
The company has his roots in many markets
Dippin’ Dots has the ability to expand product offering
They have strong product differentiation
The company is among the highest ranked franchise
companies in the USA
Dippin’ Dots maintains products that have the “seal of
approval” of the USDA, FDA, and HAACP
The company has had a strong presence in the media
Strong support and training is offered to new franchise
locations and employees to aid in success
Dippin’ Dots is represented by Snell & Wilmer
Situational Analysis
 Weaknesses
 Dippin’ Dots is not currently making it a priority to target the
intended area for the franchise
 Consumer reluctance to trying new and different food
products
 Limited brand awareness within the New River Valley
 Dippin’ Dots has been previously considered and looked upon
as “entertainment” rather than a typical food for consumption
 Opportunities
 Currently, no other Dippin’ Dots locations exist in the NRV
 Utilizing a location in close proximity to other retailers ensures
traffic is generated by other retail establishments
Situational Analysis
Threats
Dippin’ Dots are not sold in grocery stores
Economic conditions of consumers in the
surrounding area
Dippin’ Dots will face local competition from
other well-known companies that have similar
offerings
The structure of a kiosk format
Competition
General Competition
CoolBrands International, Inc
Dunkin’ Brands, Inc
Mrs. Fields
Local Competition
Direct
Indirect
Target Market
Families
Students
Needs of our target market in the NRV
lead to many outdoorsy, sporty, fun-filled
and health awareness lifestyles.
The most popular age groups were
between 21-35 years old.
Throughout the NRV there has been a
steady growth rate.
Possible Alternative Sites
1)12 Tyler Avenue Radford, VA
2)109 College Avenue Blacksburg, VA
3)New River Valley Mall Christiansburg VA
Radford Location
Size= 2600 square feet
Rent= $900 month
University enrollment=Just under 10,000
Residential Population= Around 16,000
Advantages of Radford Location
Cheap rent
Close to campus
High traffic area
Easily accessible and visible
Little competition
Blacksburg Location
Size=750 square feet
Tech hosts more than 25,000 full time
students
Advantages of Blacksburg Location
Located in the heart of downtown
A lot of vehicular and pedestrian traffic
Large population base
Located around other businesses
Disadvantages of Blacksburg Location
High degree of competition
More than 4 direct competitors in the area
Christiansburg Location
Replace New River Coffee
Size=150 square feet
Cost=Can be as much as $36 per square
foot
Total Mall Square footage=428,155
Disadvantages With Mall Location
Competition
Lack of customers that the mall attracts
Actual Location
RADFORD
Marketing Strategy
Pass out 8.5 x 11 size Flyers
10,000 to college students
5,000 to each of the 4,755 family homes that
are living within a 4 mile radius
Total Cost = $2,750 (with next day shipping)
Quote is from EverydayPrint.com
Recommendation
Go through as planned and open Dippin’
Dots at 212 Tyler Avenue in Radford
Virginia