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Rutabaga Sweets


Problem & Solution

Problem Worth Solving

The locals in the Business Improvement District in Washington DC are in need of a quick service place that serves high quality desserts as a way of spoiling themselves. Celebrations, successes, birthdays,  and other occasions need high quality bakery goods. The community also needs a place to gather and learn how to bake. We can add something very unique since our owner is a Cordon Blue chef and can share secrets so mom’s can bake their kids favorite birthday cake at home. 

Our Solution

Rutabaga Sweets will hold true to its vision of being a new concept with an old fashioned feel in order to become a favorite spot for DC natives.   As the reported national leader in money spent in restaurants, Washington DC is an optimal location for launching a new restaurant concept.  Rutabaga Sweets also hopes to become a destination for the thousands of tourists, both American and foreign, who visit DC every year.

Rutabaga Sweets sells gourmet desserts coupled with exceptional customer service in a comforting atmosphere.  Customers can dine-in and watch the chef create their dessert.  We also offer carry-out to prepare our desserts at home or have a special cake for a celebration.  And every month customers can join in the fun and take a cooking class taught by a Cordon Bleu trained chef.


Target Market

Market Size & Segments

Market Segmentation

Our market is divided into four different psychographics: Comfort Creatures, Celebrators, Soccer Moms, and Gourmet Wanna-bes.  They represent groups of people sharing similar behavior patterns and reasons for patronizing Rutabaga Sweets.

Comfort Creatures are mainly white collar workers who are driven by success and prestige yet miss homemade comfort foods of their childhood.  They may stop in on their own or bring clients in for a gourmet dessert experience.

Celebrators are just that – people celebrating special occasions.  Birthday, anniversary, graduation, valentine’s day, etc., families and loved ones will gather at Rutabaga Sweets over sumptuous desserts and a festive atmosphere.

Soccer Moms actually encompasses all family members.  Rutabaga Sweets is a gathering place where families are welcome and feel comfortable.  "Moms" can come in for after school milk and cookies with their children and relax while we pamper the little ones.  Or they can meet up with friends for our Tea Time – a little civilized time stolen in the midst of a busy day.

Gourmet Wanna-bes watch the Food Network and easily spend $50 for the latest cookbook.  They’ll be the adventuresome diners at Rutabaga Sweets, as well as the first to sign up for our cooking classes.

Target Market Segment Strategy

We have specifically targeted segments of people with an appreciation for delicious desserts and a need for comfort and relaxation.  Rutabaga Sweets is a haven for the busy & successful who want to treat themselves to something soothing and a little sinful!  It doesn’t take a lot of time, yet is so rewarding.  These people will value the high quality product presented without pretension.  Our customers will also appreciate the fun and fast service – whether celebrating a birthday or stopping in before a concert at the MCI Center.


Current Alternatives

Although Rutabaga Sweets is opening up a new niche in the restaurant industry, there is no doubt that we are competing with a variety of similar businesses.  We need to compete against the ideas that dessert is something that only follows a special dinner and needn’t be any better than a frozen cake.  We want every day to be a reason to celebrate.  And being able to watch your gourmet dessert be prepared by a chef is a treat that appeals to everyone.

While price may be a factor when competing against Ice Cream and Coffee Shops, these same consumers who are willing to pay five dollars for a latte or a scoop of ice cream are already conscious of a better quality product.  We believe they will be equally as willing to spend a little extra for an extraordinary dessert in a warm and friendly setting.

The comfort factor also plays an important role in consumer decisions about sweets.  Both the atmosphere and staff of Rutabaga Sweets excel at warm & friendly.  And the menu will reflect "comfort food" desserts as opposed to intimidating desserts that resemble architectural collosi.  We will use the highest quality products; sometimes paring the ordinary with the exotic, but we will always present our desserts in a unintimidating manner.

Our Advantages

We have a very new niche take on a old idea, which means that we have no exact competition. We are the only ones doing this in the area. We have a Cordon Bleu trained chef that can share insights, give a show. Everyone loves the TV show "Iron Chef". We will give our customers a very quick show. 

Our other advantages:

We are dedicated to using the highest quality ingredients and "the customer is always right" customer service. Our staff will be trained to help the customer get exactly what they want, a sinful delight. To encourage employees we will give recognition for outstanding service. 

We will give baking lessons and be a place where the community can gather and learn and relax. 

Keys to Success

Keys to Success

1.3 Keys to Success

  • Dedication to the finest quality ingredients and "make it happen no matter what" customer service. We will measure this by reviews on Social Media as well as reviews on other media. We want our customers to reach out to us, we will listen. 
  • Ongoing employee education and recognition programs. This success will be measurable in tips and appreciation from the customers. They wouldn’t bring their friends back if they didn’t enjoy the experience. 
  • Give back to the community. People protect their places that love their community as much as their bottom line. We will teach lessons, and give the mom’s a place to gather and bond with their kid.