Buss Plan

12286 Words50 Pages


Bon Bon Appetit Business Plan Prepared by Valerie Schein Mentored by Daniel Bagley III Spring 2011

Table of Contents
1. Executive Summary 2. Situation Analysis a. Market/Company situation b. Market segments c. Competitive situation d. Barriers to entry e. Strength of competitors f. Sustainable advantages g. Pricing issues 3. Macro Situation a. Economy b. Social/cultural 4. SWOT Analysis a. Internal factors b. External environment c. External threats d. Internal weaknesses 5. Issue Analysis 6. Mission, Vision, Values 7. Market Analysis a. Primary market b. Secondary markets c. Tertiary markets d. Prospective customers 8. Proposed locations 9. Action Plans a. Brand awareness action plans b. New location action
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Packaged Facts predicts that the gluten free market will continue to grow in the next five years, approaching $5.5 billion by 2015. Current pop culture is creating a new perspective on veganism. Oprah Winfrey and her 378-person staff recently took on the challenge of eating vegan for one week, and also committed to “Meatless Mondays” at the Harpo station. Vegan authors, Kathy Freston, Kim Barnouin and Rory Freedman, have landed at the top of many book lists in the past few months and have also made a number of television appearances touting the benefits of a vegan diet. In addition to the increased popularity of special diets, demand for organic food products has increased rapidly. An article published by CNBC noted that in 2003, organic food sales at the retail level totaled $10.4 billion, according to Katherine DiMatteo, executive director of the Organic Trade Association. According to the Organic Trade Association’s 2010 Organic Industry Survey, U.S. sales of organic food and beverages have grown from $1 billion in 1990 to $24.8 billion in 2009.

Market/Company Situation

Bon Bon Appetit bakery will first and foremost provide delicious baked goods, with an emphasis on healthful indulgence. By providing organic, gluten-free and vegan baked goods, the bakery will expand its market beyond that of a typical bakery. These specialty offerings will
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