Fresin Fries
Execution
Marketing & Sales
Marketing Plan
Social media is critical, along with a combination of local media and local store marketing programs will be utilized at each location. We augment the social media with traditional launch media in the beginning, and point-of-sale promotion throughout. As soon as a concentration of stores is established in a market, then we may explore print media, but of course the best form of advertising is still "buzz" via social media. By providing a fun and energetic environment, with unbeatable quality at an acceptable price in a clean and friendly outlet, we will be the talk of the local social media. Therefore, the execution of our concept is the most critical element of our plan. We will actively build our brand, through the selling of supporting materials, such as merchandise, promotional items and other marketing gimmicks similar to those of other fast food franchises.
Sales Plan
The sales strategy is to build and open new locations in order to increase revenue. However, this plan will be implemented when the one "market tester" outlet showed potential growth. As each individual location will continue to build its local customer base over the first three years of operation, the goal of each store is shown on the graph as well as annual sales of our flagship store
Operations
Locations & Facilities
Fresin Fries locations will range in size from 50 – 70 meter square and will seat from 15 – 25 guests. Our first location will be on the larger end of this range. The location will feature its own originality in merchandise display and other brand building attributes. We will equip the outlet with modern furniture and aim for cleanliness and an open feeling. We are currently looking at several possible sites in shopping malls along Orchard Road.
The space selection will be chosen based upon the following criteria:
- Community size: minimum of 800,000 people within a radius of 8 kilometers.
- Tourist destination.
- Easy access.
- Large percentage of teenagers in the community.
All of these qualities are consistent with Fresin Fries’ goal of providing a top quality fast food experience. We want "word-of-mouth" to be our best form of marketing, where our customers value our brand as something exciting and cannot wait to tell their friends and neighbors. And of course these days word of mouth is amplified word of mouth, via social media.
Milestones & Metrics
Milestones Table
| Milestone | Due Date | Who’s Responsible | |
|---|---|---|---|
|
Construction
|
Sept 12, 2018 | Harry Hip | |
|
Follow up with developers
|
Sept 13, 2018 | Sam Sauce | |
|
Follow up with suppliers
|
Sept 13, 2018 | Sam Sauce | |
|
Printing Materials
|
Sept 13, 2018 | Guy Fry | |
|
Marketing communication program
|
Sept 13, 2018 | ||
|
Hiring Staff
|
Sept 13, 2018 | Harry Hip | |
|
Training Staff
|
Sept 21, 2018 | ||
|
In Store Signage, POP
|
Sept 24, 2018 | ||
|
Grand opening materials
|
Sept 24, 2018 | Guy Fry | |
|
Presentation materials for all stakeholders
|
Oct 09, 2018 | Carl Cone | |
|
Open Second location
|
Nov 15, 2018 | Carl Cone | |
|
Open 3rd and 4th locations
|
Jan 01, 2019 | Carl Cone | |
|
Open 5th, 6th, and 7th locations
|
Jan 01, 2020 | Carl Cone |
Key Metrics
Our key metrics that will help us succeed are:
- Detailed operational metrics for the flagship operations. We need to make the sales forecast and gross margin, plus sales per square foot. The original has to be running smoothly and be operationally solid before we go to second location.
- Sales per employee. We need to watch this variable very closely. We can’t expand without making sure that this model works with the planned amount of employees.
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