Mission Statement:
Grand Confections
pledges to exceed
expectations through
service standards, culinary
integrity, and
environmental
sustainability by offering a
sweet selection of
chocolates, espresso, and
confections in the heart of
Laramie, Wyoming.
Cameron Allen
Megan Foster
David Spinozzi
Foodporn,2014
 After the “dot-com boom” of 2000, Private
investors in such companies as Yahoo and Ask
Jeeves felt it necessary to fund three young
entrepreneurs in there search for the sweetest
destination in Laramie, WY. Serving the community
for more than 10 years has built a strong clientele
base while allowing Grand Confections to greet
both students and labors each and every morning
with a warm smile and a hot coffee.
Background
Landers,2013
 Chef Cam: Ordering inventory, cooking, prep
 Megan: PR, HR: Handling marketing both online and in
storefront; Hiring new employees
 David: Barista (front of house activities), Accountant:
handling all the financials.
Team Roles
 Hire: Legal (for writing contracts), 2 extra people for
odd jobs
Roach,2012
Company Process
Company Services
 Pastry – Croissants, bagels,
donuts, cakes
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 Omelets
 Crepes
 Chocolate
 Ice cream/Smoothies
 Coffee/Espresso - kosher
Latte Art Classes
Free WIFI
Students/Senior/Military Discount
Open Mic Night
Sustainable Packaging
Specialty Days
Delivery
Drive Thru
Fresh everything daily
Team, 2013
Online Segment
Storefront Options
 Not HTML
 Café set up
 List of products online
 Subtle ambience
 Step by step ordering process
 Indoor and outdoor seating
 Estimated time of delivery
 Lots of natural lighting
 Online payment
 Couches, tables, beanbag chairs, mushroom
chairs
 Online survey
 Bulk orders
 Holiday specials – free
delivery
 Different Rooms
Client, 2014
 Storefront:
Customer
Demographics
 We carry people friendly products
 Candy, coffee, omelets, and a homey
atmosphere
 Moms – Need a coffee break or a way to
bribe their kids
 College students – Nice and friendly
atmosphere to study or relax with friends
 Working people – If late to work and need
to stop for a quick to go breakfast but
don’t want fast food.
 Businesses – needing to order in bulk for
any type of meeting… can be storefront or
online
Online:
• Grandmothers – want to
send a ‘thinking of you’
basket to grandkids in
college…mainly an online
presence
• Non Profits – Offer a
discount so normally an
online presence.
• Businesses – can order
online as well.
 Place: Laramie, Wyoming
 Product: Pastries, Omelets, Specialty Coffee, Smoothies, Shakes, and
Chocolate
 Price: Pastries – 3.5
Omelets – 7.5
Coffee – 2.5
Marketing Mix
Espresso – 2.75
Specialty – 4.5
Shakes - 4.5
Chocolate - 1.5 per
6 pack - 10
Wanderlust,
2011
12 pack - 18
 Promotion: Posters, Window painting, Social Media
• Storefront:
• Catering
 Easy navigation
 Clearly posted address and phone • Discount Day Signs out front
• Punch Cards – gives people incentive
number
to show up in person
 Scrolling headlines
• Specialty artists doing window art –
 Running ticker of online posts
have specialty artist for two weeks at
 Online reviews
a time and have that person or group
 Social media
decorate the front windows. This will
create curiosity and make people
 Special deals for ordering online
want to come in to inquire about the
Team, R.P.,
art. It also gives artists a chance to
2011
display their work.
• Community Days – have local non
profits hang up fliers inside and have
a group of people organize groups to
help out with whatever is happening
in the community.
 Online:
Marketing
Strategies
Company
Project Part II
Grand Confections
Business
Information
 We provide a calming environment for members of society to
reinvigorate themselves in a great community through the
consumption of baked goods and coffee.
 We chose CRM over ERP because we are more of a customer
based business than an enterprise based business.
 SugarCRM
Our CRM
System
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Sugar works well with our company
They have lots of awards
Help 1.5 M individuals in 120 countries and 26 languages
360 degree view of our customers
Social Selling
Mobile
Organization help
Sales analyzer.
 What it does:

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
More efficient
Generate positive customer interactions
Helps with organization
Less dependent on employees for customer relations
 Different Features:
System Details
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Detailed sales report
Social Media Marketing
Insightly (Software)
Mobile
Automate daily functions
Salesforce (software)
Batchbook (software)
Sales and data analysis
Contact me (Software)
 Who uses it:
System Details
Continued
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Program Productions
Redglaze Group
Tengointernet
Hilco Global
BancVue
VetAdviser
 Other Info:
 Good Customer support
 Develop good customer interactions
 Recognize sales and data trends
How we will
use our CRM
 Recognize opportunities for growth
 Specific product placement
 What marketing is effective
 Social Media: It will help to effectively communicate the days and
times of special offers and what is going on in the community.
Specific
Applications
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Non-profit Baked goods competition
Open mic night
Specialty artists
Community events
Latte art classes
 Use the data and trends to see when products sell best
 Creating new menu items – seeing what types of products are in
demand
 What order to present menu items on our online order form
 Cost
 Model is efficient
Pros
 Been around awhile
 Regularly updated
 Large business – might not understand breath of small business
Cons
 Might be too many features
 Might be more geared for global companies
 Might be difficult to learn
 $35 per month - Sugar Professional
Cost
 more efficient for what we need
 Not too much to handle
 We can afford
 $60 Per month – Sugar Enterprise
 $150 per month – Sugar Ultimate
Company
Project Part III
Grand Confections
 It is a click and mortar business
 Online component along with the actual store
Business
Model: E-Tailer
 B2C
 Online retailer that is up and running 24/7
 Local delivery through e-purchase
 Offer discounts for holidays or if buy in bulk.
 Lets people make orders at anytime anywhere
 The exchange of cookies for money.
 Any money we receive from the online front of the company
 Tracking how much money we are getting for the type of cookies
Revenue
Model: Sales
Revenue
 Micropayment systems:
 Cost-effective ways to process the orders
 Specific point of sales system
 Decision setting system
 Tracking specific people’s purchases
 Point of sales system
 All inclusive
 Targets the service industry
 Consolidates all information into one database
 Promotions
 Pictures of new products
Web 2.0 :
Facebook
 Community development
 Philanthropic events
 Upcoming events
 Q & A – local inputs
 Seasonal discounts and products
 Sales platform
 Sell wherever on the Web
Web 2.0:
Blomming
 Blog
 Company website
 Preferred social network (Facebook and Pinterest)
 Anyone who is in your web of social networking has access to your
products
 Specifically has a cart, checkout, payment, and tools for keeping
track of your order.
 Post most popular recipes
 Easy access to types of consumers and other recipes
 Good way to advertise
 Can show café décor
Web 2.0:
Pinterest
 Good way to advertise up-coming events
 Shows past events
 Way to show the variety of products
 Name recognition
 Testimonial – interaction and rating
 Reach people outside the local community
 Culinary and social networking platform
 Organizes recipes in easy interactive cookbooks
 Picture capabilities
Web 2.0:
Cooklet
 Interact with other cooks
 Directly pertains to our company
 Learn from more experienced cooks
 Get new product ideas
 Improve current products
References
Client. (2014). Aliexpress. Retrieved from
http://fr.aliexpress.com/promotion/halloween_wedding-fountainspromotion.html
Daily, F. P. (2014). http://foodporndaily.com/pictures. Retrieved from
www.foodporndaily.com: http://foodporndaily.com/pictures/moscato-winepoached-pear-wrapped-in-puff-pastry-drizzled-with-poaching-liquid-reduction/
Landers, D. (2013). Blogspot. Retrieved from www.blogspot.com:
http://3.bp.blogspot.com/2svrZuVUBvU/UAoP81ABCMI/AAAAAAAABXs/kEKFOTx
aiko/s640/Coffee+shop.jpg
References
Roach, D. (2012). Like a Team. Retrieved from www.likeateam.com:
http://likeateam.com/33-articles-on-teamwork/
Ross, J. (2011). wanderlust. Retrieved from www.wanderlust.com:
http://www.wanderlustwonder.com/wp-content/uploads/2011/08/bakeryitems.jpg
SugarCRM. Retrieved October 3, 2014, from http://www.sugarcrm.com/
Team, H. M. (2013). www.herahub.com. Retrieved from Herahub:
http://herahub.com/blog/2013/07/03/marketing/
Team, R. P. (2011, September 15). Reduce Printing. Retrieved from
http://www.reducedprinting.com/blog/sell-sheets-are-perfect-for-a-bakery/
 GO2WEB20. Received on October 29, 2014.
http://www.go2web20.net/app/?a=blomming
References
 GO2WEB20. Received on October 29, 2014.
http://www.go2web20.net/app/?a=cooklet