Eric Fain

Brianna Wong
Sydney Wu
The Cookie Factory
I.

Executive Summary
A. Introduction:
The Cookie Factory is a local business in the Bay Area that provides customers
with fresh baked cookies from scratch out of the oven everyday.
Mission Statement: A local business that been committed to serving the
highest standard of quality and freshness.

B. Business Philosophy
We have decided that everyone needs more freshly-baked cookies. We have
made it our goal to provide our local area with a source of fresh delicious cookies
with the finest ingredients.
C. Product/ Service Plan
The Cookie Factory will offer an assortment of cookies everyday, that taste just
like Grandmas cookies. They are baked fresh everyday in the morning. The
cookies will be displayed in a lighted glass case right when you walk through the
door. A server will be there waiting to greet you right when you walk through the
door and will help place the cookies you want into a box or bag. We will then
have indoor seating for you to enjoy your fresh baked cookie popped right out of
the oven daily. We also offer complimentary iced water for all customers that
purchase a cookie.
D. Self Analysis
Brianna: Currently Brianna has a High School level Education. There is plans
for college in the future. Some of her strengths are that she has baking
experience, marketing and communication skills and time management skills.

Some weakness that she has is that she has room to improve her
communication skills. Although she has this weakness she is taking classes to
help better her communication skills to help benefit the business. She will also go
to culinary school to help take her company to the next level.
Eric: Eric currently has a High School level Education. There are plans for
college in the future. Some of his strengths are that he has baking, marketing
and communication skills as well as efficient with time. Some of the weaknesses
is that he lacks organization. Eric plans on attending baking schools to achieve
better knowledge of baking.
Sydney: Currently Sydney has a High School level Education. There is plans for
college in the future. Some of her strengths are that she has time management ,
communication and organizational skills. A weakness that she has is that she
lacks culinary industry experience. Despite this weakness she is taking classes
to help improve her culinary experience to the next level.

E. Trading Area Analysis

San Francisco, CA is located in the Bay Area. It is one of the biggest
cities on the West Coast. San Francisco is in the Marin County and is surrounded
by the Pacific Ocean as well as the bay. San Francisco has a population of about
837,442 people in total and a majority of their population falls between the ages
of 25-59. With the average population having an median to high income level of
$81,000 this means the business has great potential to thrive. The Cookie
Factory has a lot of potential with the business being in a highly populated and
fast-paced city, there is a lot of potential for business to thrive and grow.

SWOT Analysis
1. Unique Layout
2.Ingredients and Freshness
Strength

4. High Populated area

Weakness

1. Limited amount of cookies

1. Franchise
2.Expand the Menu

Opportunity

3.Expand to a bigger building

1.Massive competition

Threats

F. Market Segmentation Analysis:

A. Target Market
The Cookie Company target market is Generation X. We will target
Generation X with families that have kids as well.
B. Customer Buying Behavior
Customers will most likely be drawn in by the name, then notice the wide
selection of cookies. Most customers will buy 2-5 cookies. After time there will be
a repeat customers who come for specific cookie types.
G. Operational Plan
Our hours of operation will be from 10:30am till 6:00pm every day including
holidays. We will have flyers advertising our store spread out around the area. At key
events we will set up a booth offering samples and selling cookies while advertising for

our main. We have is that we require employees to have sterile disposable gloves. Next
we have all employees wash hands before handling with food. Thirdly we must test each
batch of cookies for entire completion. Lastly warn customers with sign about allergenic
ingredients. As the store is located in the downtown it will be within walking distance of
parking with handicap accessibility.

II.

Organizational Plan
A. Proposed Organization
Our Business will be owned jointly by the three owners, each with a third of the
stock. This ensures that to make any changes to the business at least two of the
partners must agree on the proposal. Owners will manage the business and work to
produce the products to ensure the business is well established in the community. Then
the owners may agree to hire an assistant baker or cashier to reduce some of the work
load. Cookies will be baked fresh every morning in a kitchen in the back. Inventory will
be stored in store in display racks, and prices are not too costly.
B. Proposed Goods/ Services
Our manufacture plans will be to make all the cookies in the store the day of
opening hours, 3 hours prior to opening hours. We will supply the ingredients from local
wholesale companies such as costco that have the purest and richest ingredients.

III.

Proposed Marketing/ Promotion Plan

A. Proposed Pricing Policy:
The planned price for our high quality cookies will be $2.50 for regular cookie.
Relation to competitor in the Marin county this is a very reasonable price due to
the high median income level.
B. Promotional Activities

To promote and advertise the business, we will put up flyers around the
surrounding areas of the Cookie Factory. We will also have 10% off coupons for
new time customer off their purchase which is located on the Cookie Factory
Website. Lastly we will give out samples by standing outside and passing them
out. Hopefully this will reel in new customer to have an increase in projected
sales.

IV.

Proposed Financing Plan

A. Sources of Capital
Out of the three partners we will all chip in our personal sources. We will come up
with about 6 grand to cover the start up cost. We will not use any external sources due
to having being financially stable to come up with our own personal sources.
B. Projected Income and Expenses: See attached charts.

VI.

Bibliography
Works Cited
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"Start Your Own..." NYMag.com. N.p., n.d. Web. 31 Mar. 2015.
"Summary." U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, n.d.
Web. 31 Mar. 2015.

"SWOT Analysis: Examples, Templates & Definition." BusinessNewsDaily.com. N.p.,

n.d. Web. 31 Mar. 2015.