The Cake Place
Ogunquit, Maine
Mission Statement
-Our mission is to create beautiful specialty cakes that exceed our
customers expectations, and to leave our shop with a smile on
their face.
Vision Statement
-We want The Cake Place to be the first thing on people’s minds
when they think about ordering a cake. We will deliver your cake
to wherever you may need it, and do everything we can to make
this cake unforgettable and special for that event.
Philosophy
-Our company believes that every customer should get their
dream cake weather it be for their wedding, baby shower,
birthday, anniversary, etc. We want them to leave our shop
happy and satisfied with what our bakers have created for them.
We want it to be a cake that they will never forget.
Weddings
Graduation
Birthday parties
Baby showers
Sizes
Serves
Price
6” round
4-6
$35.00
8” round
10-12
$45.00
10” round
16-18
$50.00
12” round
25-30
$65.00
14” round
35-40
$70.00
16” round
55-60
$85.00
18” round
75-80
$90.00
¼ sheet
20-24
$75.00
½ sheet
48-50
$100.00
90-100
$155.00
Full Sheet
Self-analysis SWOT
Strengths: I graduated from New England Culinary Institute with a bachelors
degree in culinary. Good ideas for the business, no other cake place like it
around the area.
Weaknesses: Need more employees and bakers. Need to get the word out
more about the business.
Opportunities: To make this business successful enough where it could
either become a chain bakery or just very well known by everyone.
Threats: Other bakery competitions around where I’m located.
Advisory Board:
-Attorney
-Contractors
-Designers
-Accountant
Business Description
Hours of operation:
Monday-Thursday
9:00AM- 9:00PM
Friday-Saturday
9:00AM-10:00PM
The Southern Midcoast Region is an ideal location for doing business. The combination of a qualified
labor force, superior healthcare, and strong public and higher educational systems, combined with
Maine’s renowned quality of life and place, create the perfect setting for business.
http://www.maine.gov/portal/business/starting.html
Type of ownership: Sole Proprietorship
Business model: Brick and mortar
Management Team
Sales Associates
-Manages the cash register
-Knows how to take cake orders from customers
-Properly boxes the cake up for the customer
Bakers
-Preparing all of the cakes specifically to customers needs
-Ordering materials and supplies to bake the cakes
-Hiring assistants and monitoring their work
Managers
-Responsible for preparing and displaying cakes
-Employee development
-Budgeting
-Sales management
-Workplace safety
Competitive Analysis
Competition:
Bread & Roses Bakery
Strengths: They use their own recipes for their desserts, they have a lot
of options to eat like sandwiches, desserts, coffee, and bread; they have
a shopping online feature which gives customers the option to buy from
home
Weaknesses: They’re only opened Saturday and Sunday; the shopping
online feature is also a weakness because the customers wont be able to
physically be in the bakery, which could prevent certain sales through
advertising and sampling.
Clara’s Cupcakes
Strengths: They do catering with Italian and Spanish foods; they have a
Facebook page and an email for customers to contact them; they have
cakes for any occasion
Weaknesses: Website is not appealing to look at; they don’t show the
cake flavors, fillings, or frostings on the website; they don’t have their
hours of operation on the website.
Target Market #1
Target Market #1- Engaged Couples
Demographics:
-Age: 20-30
-Gender: Male & Female
-Income: $40,000-$50,000
-Ethnicity: Caucasian
-Education: College degree
-Occupation: White collar
-Marital Status: Single (going to be married)
Psychographics:
-Values: Everything needs to be perfect for their wedding
-Attitudes: Wanting a beautiful cake that people wont forget
-Lifestyle: Perfectionists, wanting everything to be exact
-Opinions: Wanting everything to be perfect
-Beliefs: Believing that their wedding is the most important thing
Target Market #2
Target Market #2- Graduates
Demographics:
-Age: 18-23
-Gender: Male and Female
-Income: $100,000
-Ethnicity: Caucasian
-Education: College degree
-Occupation: White/blue collar
-Marital Status: Single
Psychographics:
-Values: Wanting to have fun
-Attitudes: Just graduated high school/college; start a life
-Lifestyle: High school/ College life
-Opinions: Wanting to begin their life in college or after college
-Beliefs: Believing that graduating is the most important thing
Target Market #3
Target Market 3#- People celebrating their own/ someone
else’s birthday
Demographics
-Age: Any age; everyone celebrates birthdays
-Gender: Male and Female
-Income: $20,000-$40,000
-Ethnicity: Caucasian
-Education: College degree
-Occupation: White collar
-Marital Status: Single or married
Psychographics
-Values: Every birthday is special
-Attitudes: Cakes are important for birthday parties
-Lifestyle: Living their life to please others
-Opinions: No matter how old you are you deserve a special
birthday
-Beliefs: Believing that the cake is important
Target Market #4
Target Market #4- Pregnant Women
Demographics
-Age: 20-35
-Gender: Female
-Income: $25,000-$40,000
-Ethnicity: Caucasian
-Education: College degree
-Occupation: White/Blue collar
-Marital Status: Married
Psychographics
-Values: Valuing her baby
-Attitudes: Wanting a great baby shower with a beautiful cake
-Lifestyle: Preparing herself to start a family
-Opinions: The baby shower is important
-Beliefs: Believing that she deserves a beautiful specialty made
cake for her and her baby
Marketing Plan
Product: Cakes for any occasion (weddings, birthday parties, sweet 16,
baby showers, graduations, bachelorette/bachelor parties, etc.)
Price: Price varies on the size and tears of the cake. Demand for cakes
in Maine is very good mostly in the wedding industry. A lot of people
like to get married in Maine because of the beautiful beaches and
sceneries.
Place: 246 Main Street, Ogunquit, Maine.
Promotion: Making business cards, banners, and radio ads. Through
Twitter and Facebook
Primary Research
Primary Research
Secondary Research
There are many reasons why Maine's economic situation is so positive. Some of the advantages of
doing business in Maine include:
•
•State-of-the-art telecommunications and transportation infrastructures
•
•Outstanding, highly productive workforce
•
•Strategic global location
•
•Strong state support for business growth in the form of finance and incentive programs
•
•Entrepreneurial spirit that is attracting today's most exciting emerging industries
•
•Vibrant, healthy, safe, and livable communities
http://www.techmaine.com/business-in-maine
The Southern Mid-coast Region is an ideal location for doing business. The combination of a qualified
labor force, superior healthcare, and strong public and higher educational systems, combined with
Maine’s renowned quality of life and place, create the perfect setting for business.
http://www.midcoastmaine.com/community/doing-business-here
Competition: Bread & Roses Bakery, and Clara’s Cupcakes
http://www.yellowpages.com/ogunquit-me/bakeries
Bibliography
Wedding pictures
http://sherryn24.webs.com/weddings-malaysia.jpg
http://0.tqn.com/d/honeymoons/1/0/Q/m/09beachwedding.jpg
http://www.flipkey.com/blog/wp-content/uploads/Wedding.jpg
http://www.oceanisleinn.com/userfiles/Image/beach-weddings-photos1.jpg
http://files.twcakes.com/200000124-4295d43900/b842080fe156b362_wedding-cakes_modern-wedding-cake-pictures.jpg
http://www.michiganweddingplan.com/images/michigan-wedding-cakes.jpg
Graduation pictures
https://www.ccsf.edu/NEW/en/student-services/admissions-and-registration/records/evaluation-andgraduation/_jcr_content/subheader-image/smallimage2.img.jpg/1319586519455.jpg
http://cageradio.com/wp-content/uploads/2011/06/2008graduation_portwayschool.jpg
http://highschool.unl.edu/~/media/ISHS/Images/Newsletter/Images/Graduation%203.jpg
http://coolest-birthday-cakes.shippony.com/images/holidays/graduation/graduation-cake-11.jpg
http://www.jacquespastries.com/all%20occasion%20cakes/graduations/files/collage_lb_image_page19_3_1.jpg
Birthday pictures
http://www.freedom-center.com/wp-content/uploads/birthday2.jpg
http://cgny.davlerstatic.com/uploads2/9751/iStock_000010784713Medium.jpg
http://3.bp.blogspot.com/XWEaKGfUOGc/Ts0j0hiFI7I/AAAAAAAAAGQ/wuyNP0jsxuA/s1600/pictures+of+birthday+cakes2.jp
Baby shower pictures
http://1.bp.blogspot.com/-z4wIDxrY9oE/TjkgDu7yeQI/AAAAAAAAABY/SS-XfF-xI0M/s1600/baby-shower-cakes.jpg
http://www.tinydelightscupcakes.com/wp-content/fancygallery/cakes-baby-shower/baby-shower/1318859348_baby-showercake-22.jpg
http://coolest-birthday-cakes.shippony.com/images/baby/baby/bassinets/baby-shower-cake-designs-08.jpg