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 “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 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