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PROPOSAL AND

MARKETING PLAN
Flourish Bakery

The Visionaries
Alexis Taylor, Dan Johnston, Shaikh Ali,
Tahnee Ruiz, & Vanessa Matos

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TABLE OF CONTENTS

SECTION 1 3

EXECUTIVE SUMMARY 3
INTRODUCTION
BRIEF HISTORY
PRODUCTS AND SERVICES
MARKETING TECHNIQUES
COMPETITION
TARGET MARKET
CONCLUSION

SECTION 2 5

MISSION STATEMENT 5
VISION
MISSION STATEMENT

SECTION 3 6

SITUATIONAL ANALYSIS 6
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

SECTION 4 9

COMPETITION 9
MARKETING TECHNIQUES 11
TO GO MENU/BROCHURE 13
E-COMMERCE APP 16
E-COMMERCE WEBPAGE 19
APP AND E-COMMERCE DEVELOPMENT COST 22
COSTING PROGRAM 24
PROJECT BUDGET 27

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Executive Summary
Introduction
Flourish Bakery is a supportive community that fosters hope and health, in addition to personal and
spiritual growth, while teaching the art and skills of professional baking. Flourish Bakery employs
individuals in recovery from substance use disorders as well as those working to reintegrate their lives
post-incarceration. This employment opportunity, in the Flourish community, assists individuals in the
healing process, and works to reduce recidivism and relapse through life and job skills training.
Flourish provides a community of support, mentorship & friendship, and is a space of life
transformation.

Brief History
Flourish Bakery was established in 2017 and is currently operating out of the SLCC South City
Campus. They started their first trial semester in January of 2018. Flourish hopes to open the doors to
its home and dream location fall of 2018 at 300 W Gregson (3370 S) in Salt Lake City. Flourish
currently employs and staffs marketing experts, experienced chefs, its amazing students, and anyone
looking to make a difference through great pastries.

Products and Services


Flourish Bakery provides quality baked goods at a competitive price for both wholesale and retail
customers alike. Selection of their goods includes café cookies, sable cookies, cookies and creams,
desert loafs, brownies, bars, tarts, cupcakes, pies, and many more options that rotate based on
seasonality and customer requests.
Along with being a fully functioning bakery, Flourish is also a life wellness mentor-ship where
individuals post-incarceration and those healing from substance abuse disorders can go to gain
professional training in the pastry field. Flourish provides a stress-free environment that promotes
healing, encouragement, and a close-knit support system.

Marketing and Techniques


Flourish Bakery’s current marketing strategies include flyers/trifold information booklets, farmer’s
markets, wholesalers (word of mouth), and their PR team. Their flyers and information booklets are
short, sweet, and to the point, however they do not currently have a menu to hand out to potential
clients. Currently, Flourish has participated, and will continue to participate, in the winter indoor
market, and future markets including the Liberty Park Friday Market and other markets within the
valley. Flourish only has one current wholesaler, Mods Café; they have fulfilled many specialty orders
and are still growing through positive feedback and community connections. Finally, Flourish has a PR
team that handles all its advertising and community connections that has assisted in setting up a booth
for markets and getting the word out about their business.

Competition
Flourish is a unique company that focuses not only on training its students in the craft of pastries, but
also on helping them heal and work through the issues that arise throughout the program and helping
the students get back on their feet post-incarceration and post-rehabilitation. Being the unique
company that it is, it has no competitors that do exactly what they do, so to accurately gauge Flourish’s
competition we have to break them up into their subgroups.
For bakery competition, Flourish has several direct competitors including any bakery or café around
them with the most notable competitors being Schmidt’s Pastry Cottage and Gourmandise Bakery. For
community healing and training the most notable competition would be a rehabilitation program
known as The Other Side Academy and The NCJA center for Justice Planning’s employment
placement project in Utah.

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Target Market
Based on Flourish’s brick and mortar location under zip code 84115, the average household income is
$54,645 and a median of $40,000. Given this information, it would be best for Flourish to adopt
average prices for the industry slightly under the common prices of their competitor’s products. (If a
chocolate chip cookie is $2 they should sell for $1.50 in order to draw customers in with low prices
and good product). Although, because the total income for food and retail business in that area is
$45,096,684 we can assume that after some discovery time they will have a fairly decent income after
they have established themselves and gained regular customers. For customers, we suggest that
Flourish focuses its retail on morning rushes, where those who work around them and get-in and get-
out before work with a small lunch served in the afternoon, and possibly a discount hour every day to
“quick sale product.”

Conclusion
In conclusion, Flourish Bakery has a unique market for students but is entering a highly competitive
bakery market, especially in Utah. Overall, Flourish Bakery should focus on marketing and their
wholesale rather than overloading on special orders, although they are equally important. Flourish also
lacks overall communication and organization skills that are vital to running a business. Along with
these issues, Flourish is also putting way too much pressure on its current heads, so they are in need of
another person or two who would be able to take over paperwork, emails, sales, etc., so that the heads
of teaching and marketing can focus on the product and advertising. Flourish is also in need of an e-
commerce site (currently in-the-works) and an app to make overall ordering from everyday customers
easier. Flourish could also benefit from a proper costing spreadsheet or program for recipes so that
sales, cost, and overhead can be tracked and applied as necessary.

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Mission Statement
Vision
Our Vision is to heal lives and communities broken by substance use disorder and incarceration, and to reduce
recidivism and relapse through life and job skills training.

Mission Statement
Our Mission is to be a supportive community that fosters hope and health, in addition to personal and spiritual
growth, while teaching the art and skills of professional baking. We exist to demonstrate hope to individuals in
recovery from substance use disorders as well as those working to reintegrate their lives after incarceration.
Flourish provides a community of support, mentorship, and friendship, and is a space of life transformation.

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Situational Analysis
Strengths
Non-Profit Organization – Being a non-profit organization, they do have a benefit compared to other local
bakeries because they are getting federal grants. Also, by being a non-profit, their customers would be more
willing to purchase their goods because they are contributing to a good cause. Their business serves a purpose
that is more than just a bakery selling goods. They are helping people turn their life around and better
themselves. Customers and clients would see this as a great opportunity to contribute to their organization.
Students Wanting to Get in the Program – They have a very large number of eager applicants wanting to get
into the program and be a part of the business. They aren’t hurting for volunteers or students. This is a strength
because they have a bigger applicant pool to choose from so they can be more selective to who they “hire”. This
ensures that they gain students that are more fit for the program and are able to produce better product.
Available Jobs for the Students (After Program Completion) – They have partnered with many other
businesses to ensure their students get a job (externship) after they finish the program.
Retail and Wholesale in Order to Bring in Profit – with this type of business, they are able to make profit
from both retail sales as well as wholesale.
Social Media Presence – They have a very active Facebook page that a student posts on daily. Facebook is an
easy and free way to get their name out there, and their page is very informative and inviting. They currently
have 348 followers, and many of their posts get liked and shared.
Cheaper Rent – they worked out a deal with the owner to get a good deal on rent in their new building. This
will help them get their business started in their new location.

Weaknesses
Non-Profit, Funds Might Run Out – Due to them being a non-profit, this can also be seen as a weakness. It’s
possible for them to run out of funds, or not get enough grants to cover their expenses.
Small Number of Volunteers – Since they are just getting started, they have to start with a small number of
teachers and volunteers until they can get an idea for how many they need
Two Students per Teacher – Due to the small number of volunteers, they are only able to have a handful of
students. Even though they have a ton of applicants, they can’t take them all at once due to the limited number
of volunteers
Website is Lacking Depth – Their website is pretty, but there isn’t much more to it besides the home page.
There isn’t a lot of information listed besides the basics. Because Flourish would like to be a point of contact for
orders and potential future clients, the website should include real photos of products and/or students, a
friendlier order form, a more detailed menu with possible prices. It would also be beneficial to have reviews
from customers on their website. It could use some more depth.
Lacking an E-Commerce Website – They don’t have an e-commerce website yet for online orders. It is
something they are wanting to do eventually, but it’s expensive and may not be an affordable option
Rising overhead upon moving to a new location – Right now they have it easy at SLCC renting the space and
equipment for cheap (or even free). But when they move, their overhead costs will skyrocket. They have to
build a kitchen from scratch, and the cost of the equipment will be extremely expensive.
New in the Market – They are still a new business, so they aren’t well-known yet. And when they get started at
the new location, it will be a challenge to get the word out to local businesses
Lack of Experience Dealing With Larger Public – They might not be prepared to handle the amount of sales
they will receive once they move. They are already overloaded with orders, but when they move to a new
location and begin their business there, they might not be prepared for what is to come. They’ve only been
dealing with smaller clients and word of mouth.
Lack of Organization – Their whole business is a little disorganized. All emails are going to Aimee and she’s
overloaded. One of the students is handling the social media postings. They don’t have a solid business plan for
how everything is going to go. If they want to get an e-commerce website going, along with many more clients,
they are going to need to have a more organized system.
Lack of Management Structure – Aimee can’t do everything. She needs to delegate better and produce a
better management system to help the business run more smoothly. There can’t just be Aimee, the volunteers,
and the students. There needs to be more structure in the team so it’s clear on who has authority to do what.

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Opportunity
Social Media Presence – They have a great social media presence on Facebook right now. They most regularly
and keep their followers updated on what’s going on in the kitchen. Word spreads fast on social media, so when
they have events or ways to get new clients, they can post about it and the word will spread. It would also be
beneficial to expand their social media presence to Instagram, Twitter, and Google Plus. This would not only
help spread the word about their business, but it could also help them generate more online reviews.
Website E-Commerce – This is an opportunity as well because it has the potential to help the business
immensely. Once (and if) they get an e-commerce website going, it can really make it easier to organize and
take orders and run their business better. Having an e-Commerce website helps reduce the stress on one person
(like Aimee). It can eliminate error and miscommunication that happens over phone or in person orders. There is
also a paper trail as proof of order and payment.
Improving Recipes – They are students with open minds, and since they are all learning, there are always
opportunities to improve current recipes. It’s a teaching opportunity, as well as a great business opportunity.
They don’t have a “favorite” or “special” item they make yet, since they are still starting out. But by mastering
their recipes, they could very easily find their niche and create a very popular item that the business can be
known for making.
Partnering Up with Other Businesses – Flourish could partner with other businesses to create long term
clients. An example of this would be to have corporate businesses sell Flourish’s product to their employees and
have their logo and website on the product to gain more business. They could work something out with local
businesses near their new store to find a way to share clients. They could offer discounts to the employees of the
other businesses in the same complex as them, or post flyers in their shop of the other local businesses in their
complex and have the other businesses post a Flourish flyer in their shops. They could earn regular clients that
order from them on a regular basis. They could sell their products wholesale to other businesses to help get their
name out there.
Community Engagement – They have a great mission statement that would get a lot more people interested in
their business. They help the community, by providing an opportunity to these ex-cons to learn a trade to make a
living as a law-abiding citizen, rather than resorting back to crime. If more people knew about what they do
(helping ex-convicts and addicts get back on their feet) they would get more business and reputation. Flourish
has the opportunity to get involved in the community through events, church, social gatherings, word of mouth,
and more.
Only Bakery in the Area – Since their new location is in an industrial area, they are the only bakery within
walking distance for the employees of the companies around them. This gives Flourish the opportunity to sell
more to businesses around them.

Threats
Other programs Similar to Theirs – while there is not another company that does exactly what Flourish does,
there are other organizations that help people struggling to get back on their feet after addiction or incarceration.
For example, “The Other Side Academy” could be a potential threat because they have a mission statement very
similar, and people looking for a program to help them could pick any one of these similar organizations.
Retails and Wholesale Bakeries Selling Similar Products – While there may not be another bakery very close
to theirs, there are other bakeries in the valley, as well as restaurants and cafes, that may have similar menu
items at a cheaper cost.
Moving to a New Location has Many Costs – A new location has its start-up costs. They have to start from
scratch with new kitchen equipment, which can be very costly. New signage, furniture, equipment, and
ingredients can really add up. Since they are a non-profit, they have to use their funds wisely.
Rising Ingredients Costs – The cost of ingredients, and food in general, is constantly rising. They have no
control over rising ingredients cost. They can’t help if the price of an essential ingredient jumps up 200%. They
have to take this into consideration when creating recipes and deciding the selling prices of their items.
Competition Nearby – There aren’t any direct competitors in the area, but there are other food places that
customers might choose to go to instead. Or, if a customer wants to go to a bakery specifically, they may not
want to go out of their way to drive to Flourish’s location, since it’s not near any high traffic areas. It’s not a
place people will just drop in while they are out running errands.

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Equally Competitive Products – Other bakeries are probably selling their baked goods for equal, if not
cheaper, prices to Flourish’s items. Bakery items are hard to price competitively because no one wants to pay
more than a dollar or so for a cookie. They have to competitively price their items, while still making a profit.
More Variety from Other Competitors – Since they are still starting out and trying to figure out which
products are high-sellers, they don’t have a very large menu. Other bakeries or cafes have much more of a
variety in their menu and have developed their unique specialty products.

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Competition
Overview
Flourish is a unique company that focuses not only on training its students in the craft of pastries, but also on
helping them heal and work through the issues that arise throughout the program, and helping the students get
back on their feet post-incarceration and post-rehabilitation. Being the unique company that it is it has no
competitors that do exactly what they do, so to accurately gauge Flourish’s competition we have to break them
up into their subgroups.
For bakery competition flourish has several direct competitors including any bakery or café
around them with the most notable competitors being Schmidt’s Pastry Cottage and
Gourmandise Bakery.
For community healing and training the most notable competition would be a rehabilitation program known as
The NCJA Center for Justice Planning’s Employment Placement Project in Utah and The Other Side Academy.

Community Healing Competition


Utah’s Employment Placement Project
Meaningful employment is one of the most important factors in helping ex-offenders successfully reintegrate
back into their community and prevent them from returning to crime after prison. The Utah Employment
Placement Project (EPP) is a collaborative effort spearheaded by the Utah Department of Corrections (UDC) to
connect these offenders to jobs. Much like Flourish, the EPP offers training for employment related skills to
help ex-offenders get back into the workplace. The applicants are formally assessed to determine employment
need, skills, appropriateness for placement, and level of service. After this assessment, the UDC, in conjunction
with the Department of Workforce Services, conducts a short job readiness class for all participants. The
students that have completed the training are brought into the program to begin working with a UDC
employment specialist. The specialists work closely with their counterparts in partnering state and county
agencies to help identify appropriate employment placements, trainings, and employer resources. The results of
this program have impressed and exceeded those of similar programs designed to work with other populations
like those with chronic mental illness or cognitive impairment.
This program is similar to Flourish because of its mission to help ex-offenders ease back into the workplace and
lead a normal life away from addiction and/or incarceration. The EPP is backed by government funding, so it
doesn’t have the risks that Flourish has by being a non-profit. The EPP has also been around since 2009 and has
proven its effectiveness to changing people’s lives. Since Flourish’s program is still new, there is no information
as to whether it will be as successful. They are competing with larger programs, like the EPP, that have a longer
history of success.

The Other Side Academy


This organization is similar to Flourish Bakery because they are trying to help ex-convicts and those in
rehabilitation who are trying to turn their lives around. The Other Side Academy is a public non-profit
organization where criminals, homeless, and substance abusers can change their lives, free of charge.
The Other Side Academy is based on the methodology that has been developed over the last 40 years known as
the Therapeutic Community Model and is heavily based upon extensive study and learning from The Delancey
Street Foundation, based in San Francisco and 4 other locations in the US as well as other successful
Therapeutic Communities. They offer a 2-year program, but rather than working towards giving them a
profession, The Other Side Academy focuses on behavior and learning how to live a life of honesty, empathy,
and accountability. They are a peer community for learning life skills. There are some students that stay a little
longer, until they feel ready to re-enter society. All students apply voluntarily—although many attend as an
alternative to incarceration. Those plead guilty to outstanding charges before being offered a place to The Other
Side – and are required to serve their full sentence if they elect to leave.
According to their website, The Other Side Academy is free to everyone who is accepted into the
program. They don't receive government money and they are self-sufficient, with revenues from
their training schools covering most of their program expenses. All that is required of their participants is a
strong desire to change and a willingness to do whatever is asked of them to bring about that change.
Unlike Flourish, the Other Side Academy doesn’t focus on counseling or therapy. Everyone works together and
learns by doing in a physically and mentally demanding environment. During their stay, students receive an

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education, acquire marketable vocational and social skills, and earn the self-respect necessary to let go of their
past. For most, this is the most difficult thing they have ever done.
The Other Side Academy is a tremendous organization, even though it doesn't give them a profession compared
to Flourish Bakery, The Other Side Academy gives their students social skills, a new way to see their lives, and
tools on how they can improve each day in order to achieve their goals in life.

Bakery Competition
Gourmandise The Bakery
Gourmandise is a staple bakery located in Downtown Salt Lake. They are well known for their fine assortment
of European desserts and pastries. Gourmandise is a full-service café, as well as a takeout bakery. Everything is
made from scratch and in house and they offer a large variety of hearty dishes. They also offer dinner service in
a tapas style fashion that customers can pair with wine or beer. After dinner they can choose from a variety of
desserts and a warm drink made by their café baristas. Gourmandise desserts are at a much higher price point
than Flourish’s items, however they are priced to match their location and clientele. Having such a centralized
location downtown, they are more likely to grab the attention of business men and women for lunch or a quick
breakfast pitstop before work. More than likely they attract their dinner dine-in customers for date night or for
parties with the occasional family stopping by. Flourish, being a wholesaler, has a step up to Gourmandise
because they will advertise to many corporations and shops who sell their products. However, Gourmandise is a
great bakery whose product proves why they’ve been around for decades.

Schmidt’s Pastry Cottage


Schmidt’s Pastry Cottage is a chain bakery that currently has three locations in the Salt Lake area. Although
Schmidt’s offers a variety of pastries and traditional treats, their main focus is on their premier cakes. Only one
of Schmidt’s locations offers a deli/café but all of them sell their decedent pastries and offer ready to go cakes as
well as special occasion cakes for weddings, birthday parties and more.
With Schmidt’s focus mainly being on cakes, this will give Flourish a slight head start when competing for
clientele. Flourish is also not located near any of Schmidt’s pastry cottage locations, so while they are a
competitor, they don’t face a direct competition for customers wants and needs.

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Marketing Techniques
Flourish Bakery’s current marketing strategies include:
 Flyers/trifold information booklets
 Farmer’s markets
 Wholesalers
 Word of mouth
 Their PR team

Their flyers and information booklets are short, sweet, and to the point, however they do not currently
have a menu to hand out to potential clients. A great marketing strategy to have would be to include a
small menu on their handouts to inform people of what baked goods they can offer and the price range
for those items. If a menu and/or prices are not on a brochure, people are less likely to come in the
store and find out that information for themselves. They could really expand their outreach marketing
by including more information about their retail products on their handouts. This would result in more
walk-in customers, as well as more orders placed. They do include their mission statement on their
informational booklets, which is a great tool since they are more than just a bakery. They have a great
mission statement, and more people would be willing to contribute to their business because they are a
non-profit helping out the community.

Currently, Flourish has participated, and will continue to participate, in the winter indoor market, and
future markets including the Liberty Park Friday Market and other markets within the valley. They do
have a booth set up for when they attend these events and have marketing material to hand out to get
their name out there. As spring and summer approach, there will be more opportunities for Flourish to
attend more markets in the valley and gain more customers. It would be smart of them to bake their
most popular items to sell at these markets, and package them with their logo and name.

Flourish only has one current wholesaler, Mods Café; they have fulfilled many specialty orders and are
still growing through positive feedback and community connections. They have the potential to gain
many more wholesaler customers as they grow their business. Once they are set up in their new
location, they would like to have many more businesses selling their products. These products will be
packaged by Flourish so the customers buying them will be made aware of their business and mission.

Flourish has also gained many customers by word of mouth. They have fulfilled several orders to local
churches of which their students are members, and this has resulted in more orders as word has
travelled. As of right now, as they work out of the SLCC South City Campus, they do not have any
walk-in customers. They are relying strictly on outside marketing and word of mouth for specialty
orders. Once they are in their permanent location, they will be able to cater to walk in customers by
selling retail baked goods, as well as fulfilling more specialty orders to new customers.

Finally, Flourish has a PR team that handles all its advertising and community connections that has
assisted in setting up a booth for markets and getting the word out about their business. Their PR team
is put together by the board of directors since Flourish is a non-profit organization. This can be
beneficial to Flourish as they grow their business and learn the best and most effective ways of
marketing their business.

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Based on Flourish’s brick and mortar location under zip code 84115, the average household income is
$54,645 and a median of $40,0001. Given this information, it would be best for Flourish to adopt
average prices for the industry slightly under the common prices for their competitor’s products. For
example, if a chocolate chip cookie is $2 somewhere in the area, they should sell for $1.50 in order to
draw customers in with low prices and a quality product. Although, because the total income for food
and retail business in that area is $45,096,6842 we can assume that after some discovery time they will
have a fairly decent income after they have established themselves and gain regular customers. The
bakery industry is a competitive business because most products sell for around the same price.
Flourish must make their products “stand out” somehow and make them more appealing to the public
to win over the competition. As for targeting customers, we suggest that Flourish focuses its retail on
morning rushes and for those who work around them to get-in and get-out before work. They will
probably see more customers in the morning as people stop by on their way to work. They could also
expect a small lunch rush in the afternoon. To help sales, they could possibly offer a discount hour
every day to “quick sale” products that didn’t sell during the day and won’t stay fresh for the next day.

1 Department of Work Force services, Reports & Analysis, https://jobs.utah.gov/wi/pubs/publicat.html


2 Utah State Tax Commission, Calendar Year Taxable Sales, https://tax.utah.gov/econstats/sales/yearly

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Flourish Brochure
Overview
As a part of our marketing strategy we decided to create a brochure that could easily be handed out to
corporations, shops, and individuals in order to not only spread the message about Flourish, but to also advertise
their products and other merchandise. In our brochure, we show the products Flourish currently sells, as well as
introduced a few more items that could help Flourish expand their sales and improve their marketing and
advertising strategy.

Products and Miscellaneous


Besides the products that they sell, we added coffee, espresso, and a few more items. We also introduced new
products such as T-shirts, mugs, hats, and keychains, because we feel that they could help Flourish increase their
advertising and profit. Along with the products added, we chose to match the products on Flourish’s online
menu so that if the audience chooses to look on the website to order, the website is similar, if not identical, to
the information found on the brochure. This reduces confusion and ensures accuracy.

Colors and Fonts


For the Flourish logo, on the top of the brochure, we decided to keep the same design as what they
have, because it is their trademark and the color is the one that they chose to represent their bakery. We also
decided to make the brochure a little lighter and the font is “Time New Roman”, to make it easier to read.
However, we kept the overall color scheme to ensure cohesiveness throughout the brand.

Brochure Purpose
We decided to create a brochure to make it easier to inform people about their business and what they offer. It is
an opportunity for Flourish Bakery to share what they do and how they are making a difference in
people’s lives. They can use this marketing tool to advertise to other local businesses in the area to gain more
customers. Especially since they are moving to a new location, no one will know they are there at first. When
they first move, it would be beneficial to pass out the brochures to make everyone aware of their location. It can
also serve as a great tool for the community to make people aware of how they are helping those in need get
back on their feet.

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Flourish Bakery E-Commerce App


Description:
The ecommerce app will be comprised of 2 layers the first layer being the front-end part which is the actual app
and the second layer which is the backend which is the order and ecommerce database server. The app will
communicate with the server and relay order information that would be stored in the database and in turn
relayed to flourish for production. The credit card information would be handled by square which is Flourishes
current point of sale interface, which could be integrated into the app rather easily. At this point the app design
does not have the credit interface incorporated and is more of a prototype app with just the order information.
We designed the cell phone app to be identical for both android phones as well as for Apple phones. It is a
straight forward ordering interface that has images of the goods and ordering options. We designed the app to
have Flourishes grey logo, a black background, and blue ordering option buttons to give a modern appeal to the
overall look and feel to the app while maintaining the Flourish bakery color schemes. The total boxes on the
order confirmation screens are red to draw attention to the selected item totals.

Usage
To use the App the user would first launch the app via the icon. When the app is loaded to the first screen the
user would then scroll down the list and selects the desired number of each baked good. After selecting all of
the desired goods the user would then select one of the two ordering options on the bottom of the app either
Delivery or Pick up. After selecting an order option, the user is taken to the order summary screen with order
totals and input boxes for the contact Information. After confirming the order there will be a confirmation
screen to verify that the order has been made.

Screen Descriptions:
The App is made up of 4 screens for information and interaction. The first screen that the user will be presented
with upon launching the app is the menu selection screen. It includes a scrolling menu of the entire selection of
purchasable bakery goods with increment options and total selected display for each item. On the bottom of the
first screen there are 2 buttons: 1 to purchase for delivery and 1 to purchase for pick up.
There are two different delivery option screens depending on the selection on the previous screen. One of the
options being the pickup order screen it includes selection totals and input boxes for Contact information and
contact phone number and additional requests for the Pickup order. On the bottom of the screen there is the
order confirmation button which submits the order.
The other option from the main menu screen is the Delivery screen. It includes input boxes for the delivery
Latte, Espresso, Cappuccino $3.25 ea

location, delivery address, delivery contact phone number, and additional requests for delivery. On the bottom
of the screen there is the order confirmation button which submits the order. There is a minimum order
requirement of 25 dollars for the delivery option. This will likely be controlled programmatically from the
menu page selection total.
COFFEE AND ESPRESSO

After confirming the order in either the pickup or the delivery order screens a final screen is displayed with
“Thank You for your order.” And an order number for order verification. When this last screen appears, your
Regular Coffee $3.00 ea

order has been submitted to Flourish Bakery and will begin to be processed depending on its location in the
Hot, Iced, or Frozen

production queue.

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Images:

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Flourish Bakery E-Commerce Webpage


Description:
The e-commerce web page will be comprised of 2 layers. The first layer is the front-end part which is the actual
web page and the second layer is the back end which is the order and e-commerce database server. The
website will communicate with the server and relay order information that would be stored in the database
and, in turn, relayed to Flourish for production. The credit card information would be handled by Square
which is Flourish’s current point of sale interface. This can be integrated into the webpage rather easily. At this
point, the webpage design does not have the credit interface incorporated and is more of a prototype
webpage with just the order information.
We designed the webpage to have a number of selection tabs for the different baked good types. On each tab
there will be images for each of the different goods, as well as quantity selectors for each item. There are
categories within each type such as café cookies and sable cookies. On the bottom of the page there is a
selected goods totals box that has a list of all of the types and totals for each type of baked good. On the right
side of the bottom there are three buttons: Clear order form, submit order for delivery, and submit order for
pickup.

Usage:
To use the webpage, the user would first select “menu” from the navigation bar. When the page loads, the
user will then filter through the different tabs of baked goods and select the quantity of each desired item. As
the user selects from the menu, the selected goods box updates the quantities and the total cost of the items
selected. After the user has selected all of the desired items, they have three options. The first option is the
clear order form button which would erase all of the selected goods and return the order form to its starting
condition. The second option is the submit order for delivery button that brings up the delivery options page
where the user will enter in all of the required delivery information such as address and delivery contact
information. After entering in all of the data, the order is then submitted to Flourish via the database server.
The third option is the Submit order for pickup button which then prompts the user for contact information
and then submits the order via the database server. After submitting the order via either order button the
user will be sent an email that includes an order confirmation number and summary of the order. For a pickup
order there will also be an estimated pickup date and time section of the sent email.

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Image:

Site navigation Bar Type of baked goods tabs Quantity selector

Baked good totals Order for delivery button

Clear order form button Order for pickup button

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App Development Cost


App Development Cost Overall E-Commerce site Setup Annual

Simple 1 platform: 30000-40000 Small to Mid-sized: 2000-6500 1000-1800


Simple multi-platform: 60000-80000 Mid to Large sized: 6500-10000 1800-2000
Complex 1 platform: 90000-110000
Complex multi-platform: 140000-210000

Simple = more informational than anything, simple front end and no custom development
Complex = custom Front end and Back end development, ecommerce, etc.

1 platform = only apple or only android


Multi-platform = apple and android

Costs also depend on development company used.

Apps built by the largest app companies, the "big boys", likely cost anywhere between $500,000 to $1,000,000.
Apps built by agencies like savvy apps cost anywhere between $150,000 to $450,000.
Apps built by smaller shops, possibly with only 2-3 people, likely cost anywhere between $50,000 to $100,000.

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Depending on the apps type can affect the cost as well

Standalone app costs: Less than $50,000


Data consumption app costs: $50,000 to $100,000
Login app costs: $100,000 to $300,000
Social networking app costs: $150,000 - $500,000
Ecommerce app costs: $200,000 - $1,000,000
On-demand app costs: $100,000 - $1,500,000
Two-sided marketplace app costs: $200,000 - $1,500,000
IoT / hardware app costs: $200,000 - $2,500,000

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Costing Program (Spreadsheet)


Overview
Flourish, like any other business, focuses not only on helping and healing their students but also by selling
quality products at an affordable price. However, it is incredibly difficult to price items if you don’t have a
consistent and effective way of finding how much it costs to produce. In order to assist, we created an easy-to-
use excel spreadsheet that calculates recipe cost, overall cost, yields, batch amounts, profit margin, and
ingredients costs. The spreadsheet then puts the most important information into graphs so it’s easy to see the
recipe cost split into percentages. The costing spreadsheet is also versatile enough that with slight tweaking, it
could also act as standardized recipe cards.

Recipe Breakup and Ingredient List


The most important aspect to costing a recipe is of course the recipe, so in our spreadsheet we included blank
areas that can be used for basic preparation notes; also included is everything needed for a standardized recipe
card such as recipe name, yield, ingredient list space, units used, cost, and the amount needed for X sized
batches. The recipe style format makes the costing sheet easy to use and extremely versatile, especially if you
have recipe documents ready to use.
Almost as equally important as the recipe is the cost of the ingredients. To make retrieving the information as
easy as possible, we created a list within the workbook, and by using a function within excel we made a drop-
down list that fills in the ingredient name and its cost per the unit chosen. The spreadsheet is then programed to
find the total cost of single ingredients and then add them together to find the cost of the recipe.
After this information is calculated, the user can then add in information such as the hours and the workers
needed for preparation, the number of batches made, and an estimated sale price. Our spreadsheet will use this
information to calculate the profit brought in by selling a whole batch, the cost to make the batch, the cost
margin, and then calculate the total net profit expected from this product.

Overhead Cost
Of course, having the recipe information and its cost is the most critical part of pricing because everything else
can be estimated. However, if Flourish chooses to take it a step further we also included an overhead estimator
that includes labor, gas, electricity, water and other utilities so that a more accurate cost can be made and used to
price product.

Graphical Representation
As an extra touch we decided to add graphics to our costing spreadsheet so that it is easy and clear to find the
percentage breakups of the recipe cost. We included three different graphs: Item Cost Distribution, Ingredient
Cost Distribution, and Utility and Prep. Cost Distribution. All of the graphs take the information gathered from
the recipe cost and the overhead and puts that information into each graph broken up into percentages so that
you can easily see where the most expensive aspect of the product is and if needed, you can find where it would
be easiest to cut cost.

Costing and Pricing


There are multiple ways to use the information calculated with the spreadsheet to then price the product
appropriately. My preferred method of costing is taking the price per one item and then multiplying that by three
in order to achieve a standard price that accounts for both overhead, recipe cost, and profit. Being a bakery, this
method could create an extremely low price point for some items because pastries are so labor intensive and cost
efficient; Flourish should double or triple the cost figured by this method in order to find an accurate price.
However, Flourish may have their own method that goes further into detail and is much more accurate.
For wholesale, we suggest that Flourish reduce the price by 25-50% depending on the product and the overall
cost. Because many shops will most likely resell Flourish’s product it is important to sell it at a lower price, not
only so its attractive to the client but so they too can make a profit. This means that wholesale will be cheaper
than retail and that special orders should be priced accordingly and somewhere in between.

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Spreadsheet Template

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Ingredient Price List

Item Per lb. Per Doz. Each Per Gal. Per oz. Per g.
Almond Flour $3.660 $0.229 $0.008
AP Flour $0.228 $0.014 $0.001
Apricots $0.219 $0.008
Bakers Sugar $0.634 $0.040 $0.001
Baking Powder $1.698 $0.106 $0.004
Baking Soda $0.488 $0.031 $0.001
Bread Flour $0.261 $0.016 $0.001
Brown Sugar $0.713 $0.045 $0.002
Butter (UNS) $2.496 $0.156 $0.006
Buttermilk $3.980 $0.031 $0.001
Callebaut 811 $3.980 $0.249 $0.009
Cardamom
Cocoa Powder $7.000 $0.438 $0.015
Corn Starch $0.854 $0.053 $0.002
Cream $0.122 $0.004
Eggs $1.399 $0.117 $0.117
Gluten Free Flour $1.280 $0.080 $0.003
Honey $0.150 $0.005
Kosher Salt $0.663 $0.041 $0.001
Milk $1.930 $0.015 $0.001
Nutmeg $0.749 $0.026
Oats $0.052 $0.002
Peanut Butter $0.078 $0.003
Powered Sugar $0.748 $0.047 $0.002
Raisins $1.887 $0.118 $0.004
Raw Sugar $1.315 $0.082 $0.003
Saigon Cinnamon $0.242 $0.009
Vanilla Bean $2.100 $2.100
Vanilla Extract $327.390 $2.558 $0.090
Water $0.000 $0.000 $0.000
White Chocolate $5.490 $0.343 $0.012
Yeast $2.690 $0.168 $0.006
Yolks $1.399 $0.117 $0.117

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Flourish Project Budget


Primary Cost Focus
For the Flourish Bakery budget, we chose to focus on three key parts of the project: E-commerce expenses,
promotional expenses, and extra expenses. The extra expenses include a recipe costing calculator, shipping
services, event and market fees, community events, and professional marketing analysis costs. The overall focus
of our budget is to help Flourish extend their marketing through a portable menu and brochure, assisting in
developing, outlining, and constructing a more in-depth online presence via an updated store and an e-commerce
app. Secondly, we focused on increasing efficiency and productivity by providing a recipe costing calculator
and providing a demographic analysis. All of our ideas directly correspond to what we are suggesting Flourish
should do, what they need, and how we suggest they do it. The costing for the budget is based on the best-found
pricing in the local area. Classifications on these categories will represent why it is needed and how could that
help to promote the business.

New businesses need a basic budget and operations for promotional goods. For Flourish, we have come to the
outline of a budget based off local prices for the following: promotions along the line of business cards, to go
menus, souvenirs, cups, hats, mugs, and stickers. Depending on the variable demand of each product, the prices
will be adjusted accordingly and based around the present market cost of local businesses. Also, they will need
to be able to promote themselves in a positive and up-to-date way since they are new in the market. To
accomplish this task, we have allocated funds for the following promotional mediums, radio ads, newspaper
print ads, online pop ups, television commercials, flyers, etc. Each promotional medium was given a rounded
amount and based off local prices. We have estimated a budget for Flourish promotional goods to average about
$29,340.

E-commerce has also become a very influential factor for businesses these days. Businesses have different ways
to reach out to their audience. Small businesses - like Flourish Bakery - could really use a good e-commerce
website, phone application, and the use of social media to promote their business towards a variety of different
demographics. But, the use of such tools could get costly for a small business. However, the efficient use of
them could promote the business towards much greater success and growth. Flourish would also use the
Facebook pop up marketing within their customer demographics since it is the most popular and highly used of
social media. Facebook marketing charges are very minimal and especially when it has been charged over the
local zip code to promote the local business industries.

We highly recommend Flourish Bakery to keep in mind the extra expenses for the other requirements/needs for
the business. A professionally created cost calculator could cost around $1000 and come in handy to allow
quicker costing of each baked good. Flourish has plans to expand to a larger market or even within local market
by serving them at their door with a shipping service. The Shipping cost in the budget is based on the best local
rates with the comparison of local delivery companies like UPS, Uber Go, and etc. Moreover, the demographic
analysis in this type of industry helps bring more accurate market changes and could result in a better
understanding of the market fluctuations allowing Flourish to maximize their target demographics.
Flourish bakery is a nonprofit organization and as such will require a number of avenues for promotional events
which in turn will assist in developing and expanding the consumer base for the bakery. Moreover,
miscellaneous expenses such as booth fees, unexpected costs, utilities, and insurance need to be monitored and
can really save accounting hassle and will ensure accounting balance which is highly important for a new
business like Flourish Bakery.
With all of our suggestions Flourish bakery will be looking at the recommended budget of approximately
$206,285, over a period of time, when they first start at their physical location.

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The Visionaries – Management Capstone

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