Dessert Your Diet

Mission StatementDessert Your Diet is a hospitable company that is dedicated to providing desserts in a fun, friendly, and comfortable atmosphere. We thrive on both our employees’ and our customers’ creativity and the fun environment that it brings to the workplace. We strive to bring the customers exactly what they want in a professional and friendly way. New ideas, diversity, uniqueness, and creativity are always welcomed and appreciated at Dessert Your Diet.

SWOT Analysis

Target Market • Villanova families, college students, and

those who desire variety/customization• 60% have household income of

$100,000 or more• Population: 170,000 people • High percentage of young adults and

middle-aged men and women

Needs Assessment• None of our competitors offer variety/customization• Includes cookies, cakes, and ice cream in one place• Offers advanced placement of orders• ’decorate your own ’• Appeals to all tastes and ages

Competitive prioritiesOrder Winners • Location• Variety• Customization• Premium qualityOrder Qualifiers• Basic quality• Convenient location

Competitive Priorities (cont.) • Top quality

– Premium-quality ingredients– Fast, precise service– Friendly, accommodating attitude – Focusing on the experience

• Consistency – Reliable suppliers– Standardized manufacturing process

• Customization– Prioritize creativity, flexibility, and long-term relationship

with customers– Accepting orders online, on the phone, and in person

• Variety– Wide range of flavors– Seasonal varieties

Products and ServicesProducts: fresh baked cookies, cupcakes, prepared cakes, customized cakes, twelve ice cream flavors accompanied by twenty-four toppingsAdditional Services: accepting online customized orders and providing space to enjoy desserts

Core Competencies

Core competencies are the unique resources and strengths that an organization's management considers when formulating strategy

• Let’s talk about a few of Dessert Your Diet’s Core CompetenciesMarket financial knowhow - facility advantage in an affluent college town.

Workforce - Warm and friendly environment where customer and employee creativity and laughter is not only accepted, but preferred.

Systems and technology – holistic quality control leads to quality and freshness unmatched by any competitor.

Core Processes• Core Processes are a set of

activities that ultimately deliver value to external customers.

• Let’s Talk about a few of Dessert Your Diet’s Core Processes:

Core Processes

Customer Relationship – A great way Dessert Your Diet plans for its employees to build relationships is to facilitate high retention rates with the locals, who will continuously come back to Dessert Your Diet seeking high quality customizable desserts.Supplier relationship – Maintain strong relationships with our suppliers, which will facilitate the timely and efficient flow of supplies. All of these will bring value to our external customer.

Suppliers

Dessert Your Diet

Katom Restaurant

SupplyPastry Chef Central, Inc.

Zecca Ice Cream

DistributorsCake Art TM US Foods

Operations Strategy

Goals• The goal of Dessert Your Diet’s

operations strategy is to specify the means by which operational activities are used to implement strategy to build a customer-driven firm.

• Ability to deliver a customized product that exceeds consumer expectations for quality and service

Process• Employees prepare a specific amount

of ingredients and following guidelines. Dessert Your Diet’s mission of quality and consistency does not allow for variation in preparation.

• This process is verified both by the amount of inventory on hand as well as through the various measuring/cooking tools utilized by employees.

Process• The custom desert line features high

customer involvement and highly customized service. Flexible flows and individualized processes. High customer interaction.

• The bakery and premade desert line features low customer involvement and much less customized service. Large batch process that is standardized to create multiple products with moderate volume.

Capital Intensity

• Fixed Asset Purchases• Resource Flexibility

Necessities

Baking Oven $4,500.00

Commercial Mixer $3,000.00

Tools and Equipment $2,500.00

Refrigerator $2,500.00

Ice Cream Freezer $2,500.00

Ice Cream Display Freezer Provided by supplier

Stainless Steel Work Area/Storage $3,000.00

Necessities• Tools and Equipment: spatulas, cake

lifts, pastry wheel cutters, measuring spoons and cups, cake and cookie cutters, bowls, rollers, whips, ice cream scoopers and other tools as they become necessary.

Quality Strategy• Consistently high quality products. • Dessert Your Diet does not compete on

price.– Consistent high quality creating

differentiation. – Standardize the batch processes. – High customer involvement and

customization products can be controlled through consistent ingredient usage and highly skilled labor.

Quality Control

• Dessert Your Diet will collect and analyze the following data on a regular basis:

• 1) Number of products sold a day • 2) Top selling product • 3) Feedback from customers / comment cards • 4) Posts about the business on social media/rating

websites • 5) Employee observations and opinions • 6) Cleanliness of the facility • 7) Ability to cover costs/ make a profit

Waste Management • Just-in-time philosophy of eliminating

unnecessary inventory and activities• Address the 8 types of waste• Important to manage inventory as an

eating establishment/ food will spoil• Keep employees on schedule and well-

trained• Eliminate defects as much as possible

Customer Demand and Expectations

Forecasting Technique• Raw Materials– Shelf Life– High Levels

• Finished Goods– Short Shelf Life– Low Levels

• Non-Perishable– Held until used

Forecasting Technique• Historical Averages• Seasonal• Holiday• Weekends• Exponential Smoothing

– A smoothing parameter, alpha, allows the forecaster the opportunity to decide how much emphasis should be placed on the most recent information.

– Adj. based on seasonality

Sales Demand

Weekdays Weekends

Cakes 10-12 20-30

Cookies 350 500

Ice Cream 800 oz 1100 oz

Queues• Preferred• Each order will be customized to meet

the expectations and requests of the customer.

• Ordering station• Preparation• Final Delivery and Checkout

Dessert Your Diet

• Fresh Baked Cookies $2 each/ $20 dozen

Available in: Chocolate Chip, M&M, Peanut Butter, Oatmeal Raisin, Double Fudge, Sugar, Cinnamon, White Chocolate Macadamia (May change based on season) • Cupcakes (Flavors vary by day) $3.50 each/ $18 for six• Prepared Cakes $35 half sheet/ $60 full sheet• Customized Cakes Prices vary based on customization• Ice Cream Kids $2 Small $3 Medium $3.50 Large $4 Flavors: Chocolate, Vanilla bean, Cookies and Cream, Cookie Dough, Mint Chip, Bubble Gum, Butter Pecan, Double Fudge Brownie,Strawberry Cheesecake, Espresso Chip, Pineapple Coconut, Banana Choose from 24 toppings $.75 each or $1.50 for unlimited