UPer Crust Pies is a specialty in meat, vegetable, and fruit pies. They use old-country family recipes from the Upper Peninsula of the UP. Our pies will be baked fresh everyday and sold hot directly to customers through our retail stores. We will also sell frozen pies in lunch and family sizes that can be cooked at home in an oven or microwave. Our products are low fat and free of genetically modified ingredients and will be complemented by an assortment of fresh premium salads and desserts.
Our products are imported directly from a private-label bakery in the UP to save on labor costs, investment in production equipment and additional warehousing. Our principal costs will be limited only to product procurement, shipping, and cold storage.
We are looking to grow the company by opening additional retail outlets. In addition, we plan to create a business structure that makes it attractive for franchise opportunities. UPer Crust Pies has an exclusive import license which could be used to sell frozen products through wholesale food chains and supermarkets. This could allow it to quickly establish itself as a market leader.
Our success is based on four key factors. The first is to locate stores in highly visible areas. The second is our unique value-for–money product line. The third will be a focus on superior customer service and education, and the fourth key will be employee retention through training and internal promotion.
Yubetchatown will be the location of the first UPer Crust Pies business. Three areas are currently being considered for five potential locations. UPer Crust Pies targets three market segments in the core metro area. Our biggest market is young adults (42%) and businesspeople (42%). Our next largest market, and the one with the greatest growth potential, is families with children (36%), and our final target market will be 15-24 year olds which includes students (22%).
Our marketing strategy aims to educate customers, attract new customers and build loyal customer bases. The marketing strategy for UPer Crust Pies is to attract customers through high-visibility signage, flyers, media advertising, flyers entertainment book coupons, word of mouth advertising and strategic alliances.
Our sales strategy includes hiring employees who genuinely enjoy their jobs. We will constantly assess the business and interact personally with customers. This includes assessing food preferences and keeping favorite dishes on the menu, as well as evaluating seasonal and weekly specials.
UPer Crust Pies Limited Liability Company. Lina Mackinac Gogebic is currently the owner of all membership shares. She plans to use a part of the shares in order to raise capital. UPer Crust Pies currently seeks a bank loan along with a private investment contribution from outside investors. Three months prior to the opening, the majority will be used for corporate remodeling, lease payments and corporate design.
Included in the start-up costs are initial inventory, cold storage fees and shipping costs. It is necessary to purchase equipment such as pie warmers, ambient display case, fridges, freezers, miscellaneous furnishings, and a commercial oven. UPer Crust Pies expects to need liquid cash to pay operating expenses, unexpected expenses, and wages during the first three months.
UPer Crust Pies expects a modest increase in sales for its first year. In the second year, the company will add two more stores and in the third year, an additional two stores. These stores will add to the gross revenue of the company in the second, third and fourth years. We have projected a very conservative growth rate in the first three years, compared to industry standards.
1.1 Objectives
- Achieve first year sales above $120,000.
- Maintain a healthy average gross margin.
- Plan for expansion.
- Establish five stores by the third anniversary.
1.2 Mission
Education and customer satisfaction are our top priorities. We will endeavor to meet the highest standards of excellence through superb customer service and consistent product delivery in a friendly and comforting environment.
We seek fair and responsible profit, enough to keep the company financially healthy and ensure continued growth and development. Responsible profit will fairly pay investors and owners as well as reward employees and their loyalty.
Equally important to our success are employee welfare, participation and training. All employees will be treated with dignity and respect. It is our duty to provide an environment for employees that is friendly, challenging, and offers opportunities for growth.
1.3 Keys to Success
- Locations: visibility, high traffic patterns, convenient access.
- Store design: visually attractive, relaxed atmosphere, fast and efficient operations.
- Unique products: differentiation, competitive pricing, no direct competition.
- Quality Controls: Genetically modified free policy, consistency and clean presentation.
- Service: cheerful, professional, articulate and informative.
- Marketing: Positive image, educational, word of mouth advertising
- Employee retention: training, ongoing education, recognition programs.
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