Organic Bakery Marketing Plan

Orti's Organic Bakery

Marketing Vision
Orti's Organic Bakery is built around the belief that eating a healthy, organic breakfast can
have a significant impact on a person's health and attitude, as well as the environment. Orti's
also believes that customers can have great tasting organic baked goods if the right attention is
paid to sourcing, recipes, and consistency.
Orti's Organic Bakery will launch a first location at Union Station in, in Wilder, to serve
commuters and build a local brand which can be leveraged into additional locations in the
coming years. Orti's will build a following through advertising, referral marketing, and a
loyalty program.
This marketing plan will allow Orti Franklin, the owner, to focus his marketing efforts by
taking the long view, and looking for results on a daily and weekly basis to see that the chosen
tactics are successful.
1.1 Goals
Personal Goals:
Devote at least 40 hours per month specifically to marketing
Obtain at least one speaking engagement per month related to organic food and living
Set up operations so that it is possible to take two weeks vacation in second year of operation
Business Goals:
Achieve total annual revenue of over $300,000 in year 2
Achieve an average monthly transactions per customer of 6 by end of year 4
Achieve average monthly spend per customer of $36 by end of year 3
Strategic Goals:
Raise funding to expand or franchise in the fourth year of operation after the concept and
brand has been proven
Achieve 99.5% customer satisfaction (199 in 200 customers leaves satisfied)
Achieve 15% market of Union Station breakfast customers by end of year 3
Tactical Goals:
Reach 5,000 e-newsletter subscribers by end of year 3
Achieve Orti's Organic Bakery club membership of 3,500 by end of year 3
Have 15 business referral partners by end of year 3
1.2 Purpose
Orti's Organic Bakery's marketing plan is designed to document the path the business plans to
take to work towards its ultimate goal of becoming a serious player in the Wilder area organic
movement and to make a difference in the community by being a vocal proponent of organic
eating and living. We truly believe that organic food is not a gimmick - it is a path to a
healthier and more sustainable life. We also believe that customers need not give up good
taste in order to eat healthily, as the right recipes can bring the two together.
1.3 Picture
If Orti's Organic Bakery achieves its mission, the path will be paved for the business to open
locations throughout the Wilder area. Not just organic devotees, but Wilder locals in general
will come to know Orti's Organic Bakery is synonymous with great tasting baked goods. In
this future, the organic living market will grow and be a market force to be reckoned with and
no longer a niche. Orti's products will appeal to this organic living market as well as anyone
seeking high quality baked goods.
Customer will seek out an Orti's Organic Bakery location and find comfort in the consistent
service and taste, and the transparency with which the business describes its ingredients and
their sources. The customer won't mind waiting a few minutes in line in order to purchase,
and will enjoy sitting with a paper at the counter to enjoy their fresh scone, croissant, or bagel.
1.4 Gap Dashboard
The Gap Dashboard will be reviewed on a monthly basis and includes many key marketing
metrics which are reviewed on a weekly basis:
Personal goal results are tracked by Orti Franklin directly to see that he is achieving
recognition as an expert in the field, devoting ample time to marketing work, and achieving a
sustainable work-life balance
Business goal result are tracked in the accounting system
Tactical goal results are tracked in the CRM system where all information related to these
tactics is entered
Strategic goal results are tracked by Orti Franklin on a monthly basis, based on customer
complaints (to determine satisfaction level) and financial reports from Union Station (to
determine market share achieved)
Gap Dashboard
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Year 1 Year 2 Year 3
Personal

Owner hours spent on marketing 560 480 480
Owner speaking engagements 4 10 12
Owner vacation days 5 10 10

Business

Total revenue $214,881 $304,782 $335,261
Transactions Per Customer 35 60 72
Spend Per Customer $105 $336 $432

Tactical

E-Newsletter Subscribers Added 1,069 1,883 2,278
Bakery Club Members Added 900 1,794 2,063
Business Referral Partners Added 9 3 3

Strategic

Investment Funding Raised 0 0 $500,000
Market Share of Union Station added 13.50% 1% 1%




Ideal Customer
The ideal customer for Orti's Organic Bakery is willing to take a little extra time and
spend a little extra money to eat healthy, naturally-grown food in the morning. He or
she knows the difference between store-bought or street vendor baked goods, which
make no promises about organic quality, and those that do. The customer knows that
organic food tastes as good as, or better, than conventionally grown good, and
believes that there does not need to be any difference between eating what is good
for the environment and eating what is healthy. This ideal customer would look for
organic labels in grocery stores and be more inclined to buy from socially conscious
brands elsewhere.
2.1 Market Description
Orti's Organic Bakery will serve customers in Wilder who share the following
characteristics:
Commute through Union Station in Wilder on a daily basis
Live or work within a five minute walk from Union Station
Believe in nutritional value of organic baked goods
Believe in paying a premium for high quality products
22 to 40 years old
Professional jobs
Earn $40,000 per year and up


Remarkable Difference
Orti's Organic Bakery's encourages the on-the-go commuter to slow down for just a few
moments in the midst of their morning rush and consider the healthfulness of what he or she is
eating. This daily choice is extremely important both for the individual and for the
environment, and Orti's wants to help them make the decision that is beneficial for both.
3.1 Differentiators
Orti's Organic Bakery's message of its value, promoted through all of its marketing and its
service experience, differentiates it from its competitors. This message is that Orti's Organic
Bakery is a local bakery that chooses the most nutritious, organic ingredients to make its own
delicious baked goods every day.
The daily choice of breakfast has an incredible, cumulative impact on an individual's health
and the environment where these ingredients come from. Customers will be reminded through
signage at our bakery of the results of this impact, and come to see that they need not give up
great taste to be part of the organic movement.

Core Strategy
The positioning goal for Orti's Organic Bakery is to be THE healthy, delicious, and
environmentally-friendly choice for baked goods at Union Station in Wilder. By pursuing this
goal, Orti's Organic Bakery intends to achieve the following measurable results:
Fill seats at an average of 90% capacity between the hours of 7:30 and 9:30 am, Monday
through Friday by the end of the first year of operation
Serve an average of 300 customer orders per weekday by the end of the third year of
operation
Hold prices at 15% higher than bakery chains, such as Panera and Au Bon Pain
4.1 Core Branding Elements
Core branding elements for Orti's Organic Bakery include the following:
Tagline "Your Breakfast Matters" (on menu, signs within the store, advertisements)
Light brown and orange color theme to approximate the color of pastries and orange juice
(color of walls, tables, order counter)
Logo of a sunrise made of wheat (appears on main sign outside Orti's Organic Bakery, along
with the name, on employee uniforms, on posted menu, and on advertisements)
These elements will be developed by the owner Orti's Organic Bakery with the help of a
branding firm, in order to engage in detailed competitive research within the Union Station
area and to best understand the associations which potential customers have with different
branding options.

Product/Service Innovation
Orti's Organic Bakery will build its customer base by offering the following products and
services:
To suspects (individuals who live or work within five minutes of Union Station): Website
and Facebook page offering selected Orti's Organic Bakery recipes for free. Delivery of "care
packages" to nearby businesses, with free samples of freshly baked goods.
To prospects (potential customers who pass by Orti's Organic Bakery): $1.50 breakfast
options - croissant, bagels, scones. Free standing sign in front of the bakery announcing
specials of the day, discounted combination offers. Once a week, offering free samples to
passers-by (employee will stand outside bakery with tray holding free samples).
To customers (customers who have previously purchased at least one order): $5 full
breakfast options (such as egg on bagel, coffee, and fresh fruit/small fruit salad)
To loyal customers (customers who get breakfast at Orti's Organic Bakery at least once
per week): Orti's Organic Bakery Club offers with loyalty card, such as free baked good with
purchase of 5 baked goods, weekend giveaways, or free coffee with purchase of $5 or more.
By serving at all of these levels, Orti's Organic Bakery will provide the means for customers
to learn about Orti's Organic Bakery and move up the ladder towards greater value to Orti's
Organic Bakery (and a greater impact on their health and the environment, as our marketing
promises).
5.1 Price Rationale
Orti's Organic Bakery intends to charge prices that are, on average, 15% higher than some
national bakery chains like Panera and Au Bon Pain. This is necessitated by the smaller scale
of the bakery and by the higher quality ingredients that it purchases. We believe customers
will accept these higher prices because of the value they place on their health and the
environment, which Orti's Organic Bakery reminds them of in all messaging. If the difference
between non-organic and certified organic is only 15%, certain customers who value this
difference will accept that extra expense and consider it the price of eating a healthier
breakfast.
Marketing Materials
Marketing materials for Orti's Organic Bakery will include the following items:
Business cards geared towards customer referrals
General business cards
Tri fold brochure/menu
Business referral program brochure
Orti's Organic Bakery website
Print advertisements
Banner online ads on stltoday.com
Text ads on Google Adwords
Poster ads on mass transit

Web Plan
Orti's Organic Bakery website has the dual goal of encouraging visitors to sign up for Orti's
Organic Bakery e-newsletter and to visit the physical store. Products cannot be purchased
over the website, but a menu with images of all items will be included as well as promotional
items such as t-shirts and baseball caps for sale.
The website's main pages will be:
Menu, including monthly specials
Location (including map) and hours
Contact information (with form for questions and comments), including links to follow Orti's
on Twitter or be a fan on Facebook.
Jobs page with open positions at Orti's Organic Bakery
Business page with information on the business referral program
Archived newsletters with articles on organic baking topics and recipes
It is hoped that the growing content about organic baking will increase the website's visibility
for related keywords. Those who link to the archived newsletter articles will also be
encouraged to sign up for the twice monthly newsletter by giving their name and email
address. The newsletter will include promotions to Orti's Organic Bakery as well as valuable
information for prospects. After receiving enough promotions and understanding better how
serious Orti's Organic Bakery is about organic baking, it is hoped that these prospects will
make a point to visit the bakery when they are at Union Station.
7.1 Social Media Plan
A Facebook mirror page for Orti's Organic Bakery site will be another venue to promote the
e-newsletter to those who sign up as fans. Facebook-only promotions will be offered from
time to time to encourage fans to share the website with their friends. The Facebook page will
have the same goal as the website: to encourage prospects to visit Orti's Organic Bakery in
person. The Facebook page will have an additional goal of deepening the connection between
existing customers and Orti's Organic Bakery by providing a means for them to interact with
Orti's Organic Bakery beyond their visits to the store. For example, Orti's Organic Bakery
customers will be encouraged to post discussion topics about organic baking and "living
organic," and to post photos of themselves at Orti's Organic Bakery.

A Twitter account will also be utilized. Tweets will be sent out when fresh items are
available, and will be used to encourage followers to tell their friends (for example: "Hot
organic blueberry scones available now at Orti's. First to retweet gets a second scone free!").


Lead Generation Plan
Leads for Orti's Organic Bakery will be generated through the following means:
Customer referrals to other customers via a business card promotion at checkout
Business referrals from area businesses via a six month introductory promotion marketed
directly to these companies
Online advertising at www.wildertoday.com, a Wilder news website, and via local pay-per-
click advertising on Google Adwords
Print advertising in the Union Station monthly newsletter, regularly in the Wilder Times
alternative newspaper, and periodically in the Wilder Post-Dispatch
Alternative advertising through posters on Metro buses and trains which serve Union Station
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8.1 Advertising
Media Tracking Kits Requested
Advertising
Medium
Contact
Name
Contact
# Distribution Cost/Ad
Total
CPM
Union Station
newsletter
omitted omitted omitted omitted omitted


8.2 Referrals
Customer Referrals:
Orti's Organic Bakery will have business cards available at the counter which offer a
free baked good with any purchase on the back. The checkout clerk will encourage
the customer to pass this business card on to someone else so that they can redeem
it for the free baked good. Some may choose to use it for themselves, but it is hoped
that many will give it to someone else, as they will be told that is the purpose of the
card.
Business Referrals:
Orti's Organic Bakery will seek referrals from Union Station area businesses who
share its environmentally-conscious mission. These include "green" firms and
environmental consultants. Orti's Organic Bakery will offer a six month promotion to
individuals from these firms (when they show ID) which grants them Orti's Organic
Bakery Club deals without having to sign up for the Club. We hope that these firms
will pass on the information about this deal to their employees, as it is in keeping with
their own mission and an additional perk they can offer to their staff.


Lead Conversion Plan
Lead conversion begins the moment that customers walk within 50 feet of Orti's Organic
Bakery. The open-front location in Union Station will allow the smells of fresh baked goods
to waft into the surrounding area, encouraging prospects to enter. A free standing sign in front
will announce specials of the day.
Metrolink trains
omitted omitted omitted omitted omitted
Metro buses
omitted omitted omitted omitted omitted
Wildertoday.com
omitted omitted omitted omitted omitted
Wilder Times
(alternative paper)
omitted omitted omitted omitted omitted
Wilder Post-Dispatch
omitted omitted omitted omitted omitted
Google Adwords
omitted omitted omitted omitted omitted
Upon entering, menus both behind the check-out counter and on the opposite wall will be
visible to show the range of options, starting with the options targeted to on-the-go prospects
at the top and full breakfast packages below. Most of the education of prospects must happen
through the signage and decor, because a clerk will not always be able to greet each entering
prospect during the busiest times at the bakery. Certainly, during less busy hours when a clerk
is not serving a customer, he or she will greet each prospect.
Orti's Organic Bakery will attempt to capture customer information so they can be marketed
to directly. This will be encouraged by requesting customers to drop off a business card for a
weekly drawing with the winner receiving a "Care Package" basket of baked goods for their
office. All business cards left at the counter will be scanned with a business card scanner on a
nightly basis, and the winner chosen out of that group every Thursday evening. Clerks will
ask each customer to drop off their card to participate in the drawing. An email will be sent to
the winner telling them that they have won, and the basket will be delivered to the winning
office. Through this method, Orti's Organic Bakery will develop a list for its customer
newsletter and introduce our products to more prospects.
Service Experience
Orti's Organic Bakery will encourage customer loyalty through the following means:
Providing convenient, delicious, nutritious baked goods
Offering consistently excellent customer serivce (the WOW Process)
Promoting Orti's Organic Bakery Club loyalty program for repeat customers
Finding new and interesting ways to reward Orti's Organic Bakery Club members with deals,
discounts, and freebies, especially to those at the top of the pyramid who visit Orti's Organic
Bakery the most regularly
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10.1 Loyalty Product/Service Offerings
Orti's Organic Bakery Club membership is offered via a sign at the checkout stating "Is eating
our organic baked goods becoming a habit for you? Join Orti's Organic Bakery Club to earn
rewards and discounts every time you visit. Membership is free!"
Clerks will reiterate this message, by being encouraged to recognize regular customers, and
asking each customer if they are a member upon checkout and entering their membership into
the computer if they would like. Joining Orti's Organic Bakery Club requires the customer to
write their name and email address on a short form. They are given a membership card at that
moment. Their name and email is entered into the computer during down-time or after hours
if needed and associated with the membership number they were given.
Orti's Organic Bakery Club members are signed up to receive the e-newsletter automatically,
and both the dollars they spend and the number of orders they make are tracked and
associated with their account. Offers they may be given include:
Free baked good item with the purchase of five baked goods
Free items on weekends, after a certain threshold or consistency of purchases has been
achieved
A 15% discount when purchasing more than $20 worth of items
Free coffee with purchase of $5 or more
The most loyal customers will be solicited to participate in surveys which attempt to discern
what new items might be popular and how the service experience can be improved. These
surveys will take place quarterly, and those whose suggestions are used will be rewarded with
gift cards. Through this involvement, loyal customers will help to improve service, which
should bring in additional customers on its own. They will also have something to tell their
friends about and will be likely to tell others that Orti's Organic Bakery listened to their
suggestions and gave them a gift for participating.
10.2 WOW Process
The WOW Process is the method by which Orti's Organic Bakery employees create a
consistent and comfortable experience for customers. The Process includes:
Consistent training for each employee, including not only service procedures, but knowledge
of Orti's Organic Bakery ingredients and baking processes, so that every employee can
explain to customers the effect it has nutritionally and environmentally.
Standard and pleasant customer greetings for the clerk to address the next customer in line.
Allowances for clerks on duty to take initiative, even in the absence of a manager, to replace
customer orders, offer substitutions, or offer refunds in the case that a customer is not satisfied
with their order.
Paid mystery customers will periodically evaluate the clerk's adherence to procedures and
ability to satisfy them, as well as the quality of the baked goods. Staff will know that these
mystery customers will appear from time to time, but will not know when.
Standard recipes will be used in the bakery and extensive training of bakers will ensure
consistency of the products.



Marketing Calendar
The marketing calendar is set in advance by the owner, Orti Franklin. Monthly marketing
themes will focus the efforts on different aspects of the marketing work each month so that all
elements are considered seriously and developed every year.
Milestones refer to the developmental activities during the four months prior to the business
launch on January 1, 2011.
On a daily basis, the owner will devote the hours of 1 pm to 3 pm to marketing activities. Of
this time, at least 10 hours per month will be devoted to the marketing theme. The rest of the
time will be spent on development of the e-newsletter, creation of promotions, business
referral marketing/business development, monthly employee workshops, and other ongoing
activities that are not administered by the staff.
On a weekly basis, the sales and marketing critical numbers (actual sales versus forecast,
actual marketing expenses versus forecasted, and key marketing metrics) will be reviewed by
the owner. This will occur every Monday, with a report generated from the previous week.
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11.1 Monthly
Months Marketing Theme
1
Orti's Organic Bakery Club brainstorming and
development
2 Online advertising development
3 Business referral program
4 Print advertising development
5 Website development
6 Customer referral program
7 Marketing training development
8 Store decor
9
Alternative advertising development (i.e. mass transit
posters)
10 Wow process
11 E-newsletter development
12 Annual review


Milestones
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Advertising Start Date End Date Budget Manager Executed By
Print advertising development 9/1/2010 10/1/2010 $2,500 OF Marketing firm
Print advertising purchased 10/1/2010 10/15/2010 $5,000 OF OF
Poster advertising development 9/1/2010 10/1/2010 $2,500 OF Marketing firm
Poster advertising purchased 10/1/2010 10/15/2010 $5,000 OF OF
Total Advertising Budget

$15,000

PR Start Date End Date Budget Manager Executed By
Choose and hire PR agent 8/15/2010 9/15/2010 $0 OF OF
Write initial press release 9/15/2010 10/1/2010 $1,000 OF PR agent
Send press release 11/1/2010 11/15/2010 $500 OF PR agent
Total PR Budget

$1,500

Referral Marketing Start Date End Date Budget Manager Executed By
Create target list of businesses 11/1/2010 11/15/2010 $0 OF OF
Design business brochure 10/15/2010 11/15/2010 $1,000 OF Marketing firm
Print business brochures 11/15/2010 12/1/2010 $1,500 OF Marketing firm
Send brochures and contact businesses 12/1/2010 12/31/2010 $250 OF OF
Print customer referral business cards 12/1/2010 12/31/2010 $1,000 OF Marketing firm
Total Referral Marketing Budget

$3,750

Web Development Start Date End Date Budget Manager Executed By
Website development 9/1/2010 11/1/2010 $10,000 OF Marketing firm
Facebook Page development 10/1/2010 11/1/2010 $2,000 OF Marketing firm
Adwords campaign development 11/1/2010 11/15/2010 $1,500 OF Marketing firm
Website goes live 11/1/2010 11/1/2010 $0 OF Marketing firm
Total Web Development Budget

$13,500

Other Start Date End Date Budget Manager Executed By
Design employee orientation 9/1/2010 10/1/2010 $0 OF OF
Design logo and core branding elements 9/1/2010 9/15/2010 $2,000 OF Marketing firm
Design and purchase signage 11/1/2010 11/15/2010 $3,000 OF Marketing firm
Design and purchase business cards 11/1/2010 12/1/2010 $1,000 OF Marketing firm
Total Other Budget

$6,000

Totals

$39,750





Critical Numbers
Critical numbers will be tracked by the business software, including the point-of-sales system,
which interfaces directly with a CRM system that can track loyalty club members (as their
information is entered directly into the system), testimonials, and PR mentions (found via
Google alerts and scanning newspapers). Marketing expenses are tracked by the accounting
software which interfaces with the POS software to provide a full financial picture of the
business.
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12.1 Sales Forecast
The sales forecast shows items split into three basic categories:
Basic pastries, geared towards on-the-go customers
Full breakfast options including fruit and a drink
Drinks, which are expected to be purchased on their own, or with basic pastries
Sales are expected to rise 5% per month in the first year and then 10% annually in the second
and third years. Direct costs for the items are a low percentage of the total prices, and refer to
the costs of ingredients and packaging given to customers.
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Sales Forecast
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Year 1 Year 2 Year 3
Unit Sales

Basic Pastries 39,793 56,441 62,085
Full breakfast options 23,876 33,865 37,251
Coffee and drinks 23,876 33,865 37,251
Total Unit Sales 87,544 124,171 136,588

Unit Prices Year 1 Year 2 Year 3
Basic Pastries $1.50 $1.50 $1.50
Full breakfast options $5.00 $5.00 $5.00
Coffee and drinks $1.50 $1.50 $1.50

Sales

Basic Pastries $59,689 $84,662 $93,128
Full breakfast options $119,378 $169,324 $186,256
Coffee and drinks $35,814 $50,797 $55,877
Total Sales $214,881 $304,782 $335,261

Direct Unit Costs Year 1 Year 2 Year 3
Basic Pastries $0.38 $0.38 $0.38
Full breakfast options $1.25 $1.25 $1.25
Coffee and drinks $0.22 $0.23 $0.23

Direct Cost of Sales

Basic Pastries $14,922 $21,165 $23,282
Full breakfast options $29,845 $42,331 $46,564
Coffee and drinks $5,372 $7,620 $8,382
Subtotal Direct Cost of Sales $50,139 $71,116 $78,228
12.2 Marketing Expense Budget
Marketing expenses on an ongoing basis are expected to total almost 10% of sales in the first
year and drop to about 7.5% of sales in subsequent years. The initial development costs for
marketing are included in the Milestones chart and are not represented here. Most marketing
expenses are expected to rise 10% annually along with sales, except for loyalty club
promotion costs which will rise more quickly.
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Marketing Expense Budget
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Year 1 Year 2 Year 3
Website and Online Marketing $1,800 $1,980 $2,178
Print and Poster Advertising $12,000 $13,200 $14,520
Mystery Customers $3,000 $3,300 $3,630
Loyalty Club Promotions $3,750 $4,500 $4,950

------------ ------------ ------------
Total Sales and Marketing Expenses $20,550 $22,980 $25,278
Percent of Sales 9.56% 7.54% 7.54%
12.3 Key Marketing Metrics
Key marketing metrics are expected to be indicators of the success of Orti's Organic Bakery
marketing overall.
Leads: Defined as individuals who step into Orti's Organic Bakery store to consider a
purchase
Leads Converted: Estimated at 50% going forward based on the fact that many will not be
qualified when they enter the store after passing by in Union Station
Average Transactions Per Customer: Expected to rise significantly as customers return for
more and more breakfasts per month
Average $ Per Customer: Will likewise rise along with average transactions
Referrals: Includes customer and business referrals
PR Mentions: Online or print mentions of the business that are not paid advertising. Expected
to be high upon opening, then drop off and rise again until achieving a steady level
Testimonials: Will be sought from the best and most loyal customers. 60 great testimonials
per year (5 per month) is all that will be needed to add to the website. These will be sought as
video testimonials whenever possible.
Loyalty Club Members Added: This number will rise significantly as more customers see the
value in repeated visits and identify with Orti's Organic Bakery
Key Marketing Metrics
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Year 1 Year 2 Year 3
Revenue $214,881 $304,782 $335,261
Leads 79,586 112,882 124,171
Leads Converted 50.00% 50.00% 50.00%
Avg. Transactions/Customer 3 5 6
Avg. $/Customer $9 $32 $35
Referrals 2,138 3,766 4,143
PR Mentions 68 60 60
Testimonials 45 60 60
Loyalty Club Members Added 900 1,794 2,063



Marketing Training Game
Staff training includes both an initial orientation and training as well as ongoing
continuing education segments.
Initial orientation will be run by the owner until customer service and kitchen
operation managers are hired in the future. For one week, half of each day will be
spent in training, and the other half shadowing the operations of Orti's Organic
Bakery. Training will include:
Learning the entire Orti's Organic Bakery menu
Understanding Orti's Organic Bakery difference (what it means to be organic and the value of
organic baking for nutrition and environment)
Orti's Organic Bakery core message and branding
Orti's Organic Bakery customer referral program
Orti's Organic Bakery business referral program
Orti's Organic Bakery Club rules and benefits
Orti's Organic Bakery website and online marketing
Service procedures specific to the employee's role (baker or clerk)
Ongoing workshops will be based on customer feedback and problem areas
identified by mystery buyers, as well as additional elements of organic living, which
will better educate employees to, in turn, educate customers. These ongoing
workshops will be held once a month for two hours.


Appendix
Sales Forecast
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Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
Month
11
Month
12
Unit
Sales
Basic
Pastries
0% 2,500 2,625 2,756 2,894 3,039 3,191 3,350 3,518 3,694 3,878 4,072 4,276
Full
breakfast
options
0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Coffee
and
drinks
0% 1,500 1,575 1,654 1,736 1,823 1,914 2,010 2,111 2,216 2,327 2,443 2,566
Total
Unit
Sales

5,500 5,775 6,064 6,367 6,685 7,020 7,371 7,739 8,126 8,532 8,959 9,407

Unit

Month Month Month Month Month Month Month Month Month Month Month Month
Prices 1 2 3 4 5 6 7 8 9 10 11 12
Basic
Pastries
$1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50
Full
breakfast
options

$5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00
Coffee
and
drinks

$1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50 $1.50

Sales

Basic
Pastries
$3,750 $3,938 $4,134 $4,341 $4,558 $4,786 $5,025 $5,277 $5,540 $5,817 $6,108 $6,414
Full
breakfast
options

$7,500 $7,875 $8,269 $8,682 $9,116 $9,572 $10,051 $10,553 $11,081 $11,635 $12,217 $12,828
Coffee
and
drinks

$2,250 $2,363 $2,481 $2,605 $2,735 $2,872 $3,015 $3,166 $3,324 $3,490 $3,665 $3,848
Total
Sales
$13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090

Direct
Unit
Costs

Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
Month
11
Month
12
Basic
Pastries
25.00% $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38 $0.38
Full
breakfast
options
25.00% $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25 $1.25
Coffee
and
drinks
15.00% $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22 $0.22

Direct
Cost of
Sales

Basic
Pastries
$938 $984 $1,034 $1,085 $1,140 $1,197 $1,256 $1,319 $1,385 $1,454 $1,527 $1,603
Full
breakfast
options

$1,875 $1,969 $2,067 $2,171 $2,279 $2,393 $2,513 $2,638 $2,770 $2,909 $3,054 $3,207
Coffee
and
drinks

$337 $354 $372 $391 $410 $431 $452 $475 $499 $524 $550 $577
Subtotal
Direct
Cost of
Sales

$3,150 $3,308 $3,473 $3,647 $3,829 $4,020 $4,221 $4,432 $4,654 $4,887 $5,131 $5,388
Marketing Expense Budget
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Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
Month
10
Month
11
Month
12
Website
and Online
Marketing

$150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150 $150
Print and
Poster
Advertising

$1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Mystery
Customers
$250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250
Loyalty
Club
Promotions

$50 $100 $150 $200 $250 $300 $350 $400 $450 $500 $500 $500

------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales
and
Marketing
Expenses

$1,450 $1,500 $1,550 $1,600 $1,650 $1,700 $1,750 $1,800 $1,850 $1,900 $1,900 $1,900
Percent of
Sales
10.74% 10.58% 10.41% 10.24% 10.06% 9.87% 9.67% 9.48% 9.28% 9.07% 8.64% 8.23%
Key Marketing Metrics
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Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
Month
11
Month
12
Revenue

$13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Leads

5,000 5,250 5,513 5,788 6,078 6,381 6,700 7,036 7,387 7,757 8,144 8,552
Leads Converted

50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%
Avg.
Transactions/Customer
1 2 2 2 3 3 3 3 4 4 4 4
Avg. $/Customer

$3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12
Referrals

100 110 121 133 146 161 177 195 214 236 259 285
PR Mentions

15 5 3 5 5 5 5 5 5 5 5 5
Testimonials

0 1 2 3 4 5 5 5 5 5 5 5
Loyalty Club Members
Added
20 30 40 50 60 70 80 90 100 110 120 130
Gap Dashboard
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Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
Month
11
Month
12
Personal

Owner hours

60 55 55 50 50 45 45 40 40 40 40 40
spent on
marketing
Owner
speaking
engagements

0 0 0 0 0 1 0 1 0 1 0 1
Owner
vacation
days

0 0 0 0 0 0 0 0 0 0 0 5

Business

Total
revenue
$13,500 $14,175 $14,884 $15,628 $16,409 $17,230 $18,091 $18,996 $19,946 $20,943 $21,990 $23,090
Transactions
Per
Customer

1 2 2 2 3 3 3 3 4 4 4 4
Spend Per
Customer
$3 $6 $6 $6 $9 $9 $9 $9 $12 $12 $12 $12

Tactical

E-
Newsletter
Subscribers
Added

50 55 61 67 73 81 89 97 107 118 130 143
Bakery Club
Members
Added

20 30 40 50 60 70 80 90 100 110 120 130
Business
Referral
Partners
Added

1 1 1 1 0 1 0 1 0 1 1 1

Strategic

Investment
Funding
Raised

0 0 0 0 0 0 0 0 0 0 0 0
Market
Share of
Union
Station
added

8% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50% 0.50%