1. By: Arik Lee, Josh Barlet, Samia Walker, Alejandra Urueta-Garcia, Benjamin Wu

2. Strengths Variety of Foods and Desserts Family Friendly
Open until 1:00am
Notoriety
World’s Most Expensive Sundae
Great Customer Service

3. Weaknesses High Priced Menu Items Busy or Crowded Not Healthy
Not Well Known in Pullman/Moscow Area

4. Opportunity Unique to the area Large number of people in a small area
Tourist attraction
-Mom’s and Dad’s Weekend
-Graduation
-Football Games

5. Threats Several competitors in Pullman Old European Sweet Mutiny
South Fork

6. Historical Direction and Results
New York First Coffee Boutique, only four tables and sixteen chairs, known for their Frrrozen Hot desserts
To satisfy the crave for sweets
Has expanded to Caesars Palace in Las Vegas; and New York
Remained the same unique Vintage Atmosphere

7. Population Analysis Pullman Moscow Lewiston-Clarkston
Total Population: 31,682 (7/1/14 US Census)
In Civilian Labor Force (16+): 55% ( )
Students: 29k (2014)
Moscow
Total Population: 24,767 (7/1/14 US Census)
In Civilian Labor Force (16+): 63.7% ( )
Students: 12k (2014)
Lewiston-Clarkston
Total Population: 39,841 (32,482 (Lewiston) + 7,359 (Clarkston))
In Civilian Labor Force (16+)
64%(Lewiston) & 54.9% (Clarkston)
Combined population:
>96k (2014)
New York: 8,491,079
Las Vegas: 613,599

8. Law & Legal Structures
Acquire a Pullman business License ($15)

9. Geographic Needs Location: 1170 SE Bishop Blvd, Pullman, Wa 99163
Size: 5,675 sqft
Cost: $725,000
Projected Number of Employees:
40 one shift
110 total

10. Survey Results

11. Survey Results cont.

12. Survey Results cont.

13. Secondary Audience Marketing
Post Flyers on Pullman/Moscow campus
Create Social Media Pages
Facebook, Twitter, Instagram, Snapchat
Create student coupons
Reserve billboard space

14. When is Serendipity busy?
-Weekends and Holidays! (Seasonal Restaurant)
March for Spring Break is the
busiest month of the year and is busy till mid-November

15. Low Peaks? Yes, unfortunately
•Offer free frozen hot chocolate when guests checks in
•Groupons
•Taxi caps
•Adds inside hotel rooms
•Cross-promoting with other restaurants
Ex: Bobby Flay tells customers to “take your receipt to Serendipity and get a frozen hot chocolate for free

16. Minimum Requirement Population base at least 1 million
More stable population
Pullman area consist largely of students
Location is a big factor

17. Future Projection Daily sales estimated $25,000 Seasonal fluctuation
Population
Pullman 29,000
Moscow 12,000
Lewiston 4,000

18. Summary/Final Recommendation
Serendipity should not come to Pullman, WA
-One million people to start off a business like Serendipity
-Low peaks in season (summer months)

19. Thank you! Any questions?

20. Bibliography
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