Sift Cupcake And Dessert Bar
Sift Cupcake and Dessert Bar
Business Policy and Decision
Making
Dr. Ron Woods, Sr.
March 26, 2015
By: Felix Delmonte
Everglades University
Sift Cupcake and Dessert Bar
Company History
In 2006 Andrea Ballus was planning to have cupcakes for her wedding in California but found a void of cupcake designers in the area, forcing her to bring them from Las Vegas to
California. in 2007 they decided to open a cupcake shop in
Cotati,CA with $15,000 bonus from her job at Nestle, $14,000 from her husband Jeff’s 401(K), and $20,000 investment by
Andrea’s mother as startup money of Sift Cupcakery, LLC.
Sift Cupcake and Dessert Bar
Company history
The company open 3 stores in 2008
Cotati
Napa
Santa Rosa
Net sales $220,904.46 in 2008
Net sales $508,357.99 in 2009
Net sales $961,118.23 in 2010
30 staff members in 2010
Sift Cupcake and Dessert Bar
• Marketing Strategy
•
•
•
•
Radio
Social Media ( Facebook,Twitter)
Community events and fundraisers
Weddings
• Marketing Strategy II
•
•
•
They hired a Professional Marketing Company
A new website was developed
They rebranded the business from “Sift a Cupcakery” to “Sift Cupcake and
Dessert Bar”
Sift Cupcake and Dessert Bar
Competition
There were 106 Known “cupcakeries” in the area according to Yelp.com
Kara’s Cupcakes was their primary competitor, with 6 locations in the area. At national level Sprinkles was the leader with 10 locations, in major metropolitan areas in the U.S., planning to open 15 more in 2011
• Competitive Strategy
•
•
•
•
Extraordinary cupcakes design, delivering
“omg” reactions
Especially crafted indulging food product
Focused differentiation strategy
Target market ( adults 35 to 44)
Sift Cupcake and Dessert Bar
Strengths
Excellent management
Business intelligence
Especially crafted cupcakes design
Business vitality
Opportunities
Expand Market
Establish a brand
Franchise
Weaknesses
Skills employees
Chain of command and effective communication Serious cash flow challenges
Threats
Competitive
Business Policy and Decision
Making
Dr. Ron Woods, Sr.
March 26, 2015
By: Felix Delmonte
Everglades University
Sift Cupcake and Dessert Bar
Company History
In 2006 Andrea Ballus was planning to have cupcakes for her wedding in California but found a void of cupcake designers in the area, forcing her to bring them from Las Vegas to
California. in 2007 they decided to open a cupcake shop in
Cotati,CA with $15,000 bonus from her job at Nestle, $14,000 from her husband Jeff’s 401(K), and $20,000 investment by
Andrea’s mother as startup money of Sift Cupcakery, LLC.
Sift Cupcake and Dessert Bar
Company history
The company open 3 stores in 2008
Cotati
Napa
Santa Rosa
Net sales $220,904.46 in 2008
Net sales $508,357.99 in 2009
Net sales $961,118.23 in 2010
30 staff members in 2010
Sift Cupcake and Dessert Bar
• Marketing Strategy
•
•
•
•
Radio
Social Media ( Facebook,Twitter)
Community events and fundraisers
Weddings
• Marketing Strategy II
•
•
•
They hired a Professional Marketing Company
A new website was developed
They rebranded the business from “Sift a Cupcakery” to “Sift Cupcake and
Dessert Bar”
Sift Cupcake and Dessert Bar
Competition
There were 106 Known “cupcakeries” in the area according to Yelp.com
Kara’s Cupcakes was their primary competitor, with 6 locations in the area. At national level Sprinkles was the leader with 10 locations, in major metropolitan areas in the U.S., planning to open 15 more in 2011
• Competitive Strategy
•
•
•
•
Extraordinary cupcakes design, delivering
“omg” reactions
Especially crafted indulging food product
Focused differentiation strategy
Target market ( adults 35 to 44)
Sift Cupcake and Dessert Bar
Strengths
Excellent management
Business intelligence
Especially crafted cupcakes design
Business vitality
Opportunities
Expand Market
Establish a brand
Franchise
Weaknesses
Skills employees
Chain of command and effective communication Serious cash flow challenges
Threats
Competitive