1. Kate’s Cupcakes
Katelyn Paulsen

2. Description
Business Concept: A new innovative shop creating exquisite cupcakes with a modern twist.
Product: An array of delicious flavored cakes; each cupcake will be like no other cupcake you have seen before.
Ownership Structure: Owner- Katelyn Paulsen, General manager- Ashley Owens, Advertising Manager- Becca Bartell
Strengths: I have a major in business, I have been baking all of my life, and my managers all obtained business degrees alongside with financial insight
Weaknesses: I will need to come up with a lot of new ideas for cupcakes and often. In order to do this I will ask all my employees to pitch ideas each week.
Market: We are aiming to grab customers from all over the area that vary widely in age.
At Kate’s we will provide many hypo-allergenic cakes and alternatives to suit our guests’ needs, unlike many of our competitors.

3. Vision Goals: Short term-
Sell 1000 cupcakes in the first two weeks of opening
Long term-
Become the largest cupcake shop by 2015
To generate a revenue increase of at least 5% each month for the first year
To be able to hire ten more employees within the next 6 months
Vision: Kate’s Cupcakes will be living proof that caring, integrity, hard work and innovation at all levels create success.
Mission: Our mission is to enhance our customers’ business. We will do this by providing the highest quality bakery products and the best possible services to the food industry. We will continuously improve all aspects of our business in order to sustain the long-term success of our customers and ourselves.

4. Competition Industry: Most products are very similar and bland
The amount of free-range is limited to make your shop stand out
Cupcake shops are not difficult to start but hard to keep open
Economy:
The economy is rising
Families are eating out more and splurging on treats

5. Competition Continued
Strengths of Competition:
The products are quality
They are well organized and already well-known
Weaknesses of Competition:
They have little uniqueness to their cupcakes
They are not fully utilizing the power of catering
There cupcakes are mediocre but not delicious
They are not completely family friendly

6. Operation Plan Organization: The business will run smoothly
We will be flexible with employees needs and if they need time off
I will be the executive, Ashley will be the mid-manager, and my sister Mckenzie will be the supervisor.
Major Operations:
Providing catering, making delicious cupcakes, and a beautiful place for the family to relax and have a treat

7. Operation Plan Continued
Resources needed:
Connection with a fresh produce provider
A person who knows how to advertise well
Connection with a company for cupcake supplies
An appliance company connection for ovens and mixers
Human Resources:
The major people in charge will be relatives and well-educated
We will hire 5-10 other people to be regular employees
These new employees will be observed to make sure they are proper for the job

8. Audience/Consumers Customers: Anyone who loves cupcakes
Aiming to hit all walks of life- young to old
Many of our customers will be locals due to our single location in West Des Moines. We will advertise and hope to bring in people from as far as Ankeny to our shop.
We plan to have 500 customers in the first week of opening and plan to generate over $2000 in the first week.

9. Marketing
We will be using social media to get the word out- Becca will be in charge of this as the role of advertisement (If you follow us or tweet at us, you get a free cupcake) This will be our first form of marketing
We will produce a radio commercial that contains a catchy song- My mom has many media connections and could easily obtain this (This will occur second)
We will also provide fliers to elementary schools- I know teachers in the WDM school district that could help with this (This will be third)

10. Financial Plans Start up cost:
I have 75% of the start up costs already saved and I will get a loan from the bank for the other half
I hope to make enough right away to start paying back the loan
Long-term:
We will need to open more locations and revamp the store to modernize it
Short-term:
We will need to hire as few employees as needed to start and in order to cut overhead costs
We will try to save as much money as we can by being eco-friendly with the ovens and other appliances
Budget:
50% of the total budget will go into paying the employees
25% will go into the building itself and any furniture needed to be added or bills
25% will go into the actual making of the cupcakes and purchasing the produce

11. Thank you and if you have anymore questions please contact me.
Katelyn Paulsen