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Morningstar Bakery

Strategy and Implementation Summary

Our strategy focuses on serving a niche market with quality goods. We are determined to become a part of the community – an establishment that becomes as much of the community as a church or local grocery store. To achieve these goals, we will provide the following:

  • Friendly, neighborhood-feel atmosphere.
  • Quality baked goods for everyone to enjoy at a fair price.
  • Special diet menus in relation to the advice of local healthcare providers.

5.1 Sales Strategy

Our strategy focuses on building a customer base by providing good customer experience. With the addition of the coffee bar and lunch menu in early spring, we hope to have customers make the bakery their one-stop destination for breakfast or lunch. In the summer, when we open the outdoor patio, more and more customers will make the bakery a destination for their lunches more often since the atmosphere will be so pleasing.

We would also like to work closely with local doctors and elder care homes to bring in customers with health problems. We are already in negotiations with Dr. Goodman’s office to insure referrals to the bakery for his patients.

5.1.1 Sales Forecast

Our sales forecast assumes the following changes:

  • Bread sales in the summer months will be slightly higher since more people will be having BBQs and picnics requiring items such as hamburger and hotdog buns.
  • Bread and pastry sales will be higher in November and December because of the food-oriented holidays.
  • Coffee sales will be higher in winter months, and for summer months sales of sodas and iced beverages will increase.
Specialty baker business plan, strategy and implementation summary chart image

Specialty baker business plan, strategy and implementation summary chart image

Sales Forecast
Year 1 Year 2 Year 3
Breads $75,900 $96,000 $120,000
Coffee/Beverages $36,400 $48,000 $60,000
Lunch Items (Soups & Sandwiches) $80,000 $96,000 $120,000
Pastries/Sweets $59,400 $84,000 $100,000
Total Sales $251,700 $324,000 $400,000
Direct Cost of Sales Year 1 Year 2 Year 3
Breads $22,770 $28,800 $36,000
Coffee/Beverages $10,920 $14,400 $18,000
Lunch Items (Soups & Sandwiches) $32,000 $38,400 $48,000
Pastries/Sweets $23,760 $33,600 $40,000
Subtotal Direct Cost of Sales $89,450 $115,200 $142,000

5.2 Competitive Edge

Our competitive edge is our quality of goods. We use only organic flours of the highest quality that create incredible non-gluten goods that can’t be matched anywhere else in town. We also focus mainly on non-gluten goods. The other bakeries in town focus on wheat goods and sometimes, as an afterthought, use alternative flours.

5.3 Milestones

The table below displays the milestones that Morningstar Bakery would like to accomplish in the first three years. Emphasis in the first year will be on advertising to make the Morningstar Bakery an established business in town.

Specialty baker business plan, strategy and implementation summary chart image

Milestone Start Date End Date Budget Manager Department
First Advertising Campaign 12/1/2001 3/1/2002 $5,000 Tara Juniper-Reid Marketing
Full-Service Coffee Bar Integration 2/1/2002 2/28/2002 $5,000 Donna Sharp Bakery
Establishing a Lunch Menu 3/1/2002 3/30/2002 $1,000 Donna Sharp Bakery
Outdoor Cafe Seating 5/1/2002 9/30/2002 $10,000 Donna Sharp Bakery
Totals $21,000