2. Lula’s Frozen Yogurt & Treats For-profit, small business Locally owned and family run Self-serve frozen yogurt shop Located in the Highlands neighborhood of Louisville, KY

3. Originally located in St. Matthews on Westport Road Moved to the Highlands Spring 2011 Original Location Sweet CeCe’s Lula’s

4. Lula’s Mission Statement: “Provide a unique and healthy dessert alternative that fulfills and satisfies cravings for sweets, without the guilt.”

5. Strengths, Weaknesses, Threats and Opportunities

6. Strengths 1)Location, location, location 2)Proximity to other businesses 3)Healthy dessert alternative 4)Self-serve business model 5)Family-friendly atmosphere

7. Weaknesses 1)Parking 2)Seating 3)No drive-thru 4)Pricing 5)Website

8. Opportunities 1)Greek Yogurt 2)Culture 3)Health and Fitness 4)Trolley Hop 5)Community Involvement

9. Threats 1)Weather 2)Competitors 3)Market Saturation 4)Pending legislation

10. TOWS MATRIX Strengths 1.Located at a busy intersection in a trendy neighborhood 2.Within walking distance to several restaurants 3.Healthy dessert alternative 4.Self-serve allows patrons to customize and build their own dessert 5.Family friendly Weaknesses 1.Parking – small/shared parking lot and limited on-street parking 2.Lack of sufficient indoor/outdoor seating 3.No room for expansion to accommodate a drive-thru 4.Pricing based on weight and one cup size 5.No website Opportunities 1.Growing popularity of Greek yogurt 2.Local culture is small-business friendly 3.Increased public concern with health and fitness 4.Possible Trolley Hop on Bardstown Road would increase pedestrian traffic 5.Customers spend w/organization associated with good causes SO Strategies 1.Expand product offering to include Greek yogurt and smoothies. (S3, O1, O3) 2.Work with LIBA to petition the city for a Trolley Hop through the Highlands (S1, O2, O4) 3.Volunteer and align with organizations that promote healthy families (S3, S5, O3, O5) WO Strategies 1.Work with LIBA to petition the city for a Trolley Hop through the Highlands (W1, O2, O4) Threats 1.Weather 2.Several competitors within close proximity 3.Saturation in the frozen yogurt (Froyo) market 4.Pending legislation to increase the minimum wage ST Strategies 1.Increase awareness on nutritional value of product (S3, T2) 2.Differentiate from direct and indirect competitors (S3, S4, T2) 3.Utilize mobile marketing to target customers in the area (S1, S2, T2) WT Strategies 1.Request a permit for outdoor seating (W2, T2)

11. Issue #1 – Increase awareness on nutritional value of product Issue #2 – Differentiate from direct and indirect competitors

12. Recommendation #1 Advertise health benefits Recommendation #2 Differentiate from competitors

13. Lula’s Frozen Yogurt and Treats is an awesome neighborhood frozen yogurt shop with a ton of local business. If they follow the analysis done by our team, the sky is the limit and so are their profits!