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Bakery Project

Click here to download Executive Summary for Leavened Spirits.

Case Study

Ken's Artisan Bakery
Portland, Oregon

http://www.kensartisan.com/index.html

Opened in 2001. Owned by Ken Forkish.
He traveled throughout Europe studying breadmaking. Uses high quality indredients - local and organic when possible. Some breads use commercial yeast, some use natural leavening. Uses slow fermentation. No shortcuts. Quality is the top priority. So even if it costs more or takes more time, it is worth it to Ken. They make bread, croissants, and pastries, as well as food items. Sells bread to local restaurants. I definitely recommend going to the website and reading the home page where Ken describes his mission. He's really coming from the right place, and judging from the beautiful pictures and the reviews from the articles I read, he's does it well and is becoming a huge success.

A & J King Artisan Bakers
Salem, Massachusetts

http://www.ajkingbakery.com/

"Making artisan bread is not about following a recipe. It is about honing technique and honoring tradition."

Possible Mission Statement by Caitlin

The vision of our bakery is to provide traditional, hearth-baked bread to the community along with a small selection of organic, delicious sweets. Fresh, homemade bread has been hitherto unavailable locally, and we seek to provide it to the restaurants, grocery stores, and individuals of Fairfield. Delivery will be a possibility, as well as direct purchase at the bakery. Catering of organic pies and cakes for special events will fill another community need. Local, organic ingredients will be a cornerstone of our philosophy, along with the care and expertise involved in hand-making these baked goods. We hope to add a European flavor and tradition to the taste of Fairfield, as well as sharing our love of baking with those who love to eat!

• note from rachel: way to go Caitlin. i love it! i love your word choice and how you phrased the idea. i think it really captures the mission.

Michaels addission to the mission:

I think the afore mentioned mission is quite dandy and I don't think that I want to make an entirely new one, I'd rather just add an element that interests me the most.

Part of the mission is to source local ingredients. I would like to take that one step further and say that part of our mission is to celebrate and promote local and seasonal ingredients. This means raising the public awareness and showcasing seasonal harvests. This is a good Idea for two reasons:

1. Rationalizes consumer demands by strategically enticing them to the ingredients that are most abundant and quality during a given period. We tell them why they should want the things we want them to want and then they want it. This adds value to the products because we show the consumers why its more sustainable, healthy, and exciting.

2. Develops community and culture through the celebration of the products of our citizens and of nature. As opposed to the now esoteric holidays that we celebrate but hardly have an affinity for, the celebration of seasonal goods has a very concrete and palpable connection to everyone involved.

here's a sample business plan...

1.0 Executive Summary

Introduction

Jolly's Java and Bakery (JJB) is a start-up coffee and bakery retail establishment located in southwest Washington. JJB expects to catch the interest of a regular loyal customer base with its broad variety of coffee and pastry products. The company plans to build a strong market position in the town, due to the partners' industry experience and mild competitive climate in the area.

JJB aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists.

The Company

JJB is incorporated in the state of Washington. It is equally owned and managed by its two partners.

Mr. Austin Patterson has extensive experience in sales, marketing, and management, and was vice president of marketing with both Jansonne & Jansonne and Burper Foods. Mr. David Fields brings experience in the area of finance and administration, including a stint as chief financial officer with both Flaxfield Roasters and the national coffee store chain, BuzzCups.

The company intends to hire two full-time pastry bakers and six part-time baristas to handle customer service and day to day operations.

Products and Services

JJB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans. JJB caters to all of its customers by providing each customer coffee and espresso products made to suit the customer, down to the smallest detail.

The bakery provides freshly prepared bakery and pastry products at all times during business operations. Six to eight moderate batches of bakery and pastry products are prepared during the day to assure fresh baked goods are always available.

The Market

The retail coffee industry in the U.S. has recently experienced rapid growth. The cool marine climate in southwest Washington stimulates consumption of hot beverages throughout the year.

JJB wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure stability of the business. In addition, tourist traffic is expected to comprise approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market.

Financial Considerations

JJB expects to raise $110,000 of its own capital, and to borrow $100,000 guaranteed by the SBA as a ten-year loan. This provides the bulk of the current financing required.

JJB anticipates sales of about $491,000 in the first year, $567,000 in the second year, and $655,000 in the third year of the plan. JJB should break even by the fourth month of its operation as it steadily increases its sales. Profits for this time period are expected to be approximately $13,000 in year 1, $36,000 by year 2, and $46,000 by year 3. The company does not anticipate any cash flow problems.

Highlights

Highlights

1.1 Mission

JJB aims to offer high quality coffee, espresso, and pastry products at a competitive price to meet the demand of the middle- to higher-income local market area residents and tourists.

1.2 Keys to Success

Keys to success for JJB will include:

1. Providing the highest quality product with personal customer service.
2. Competitive pricing.

and another executive summary...

1.0 Executive Summary

Rutabaga Sweets is a dessert bar and bakery located in the Business Improvement District (BID) of Washington DC. We can loosely be described as a quick-service restaurant where customers sit around a bar and watch their desserts being made. The show, as well as the dessert, is our main selling point.

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.

We plan to manipulate our location in the Business Improvement District to our utmost advantage. Both tax incentives and high traffic due to the MCI Center will give us an edge as a new business. As the BID fills up with new businesses over the next few years Rutabaga Sweets will receive an added boost of increased traffic. Therefore, we are aggressively planning for a 50% increase in sales the second year of business.

By creating a new niche in the restaurant industry, Rutabaga Sweets will increase sales by more than $145,000 over three years while maintaining a gross margin of 80%. Through a philosophy of "nothing but the best" regarding both product and service, Rutabaga Sweets will establish itself as an exceptional dessert bar in Washington DC. We also will gain a competitive advantage in take out and catered desserts.

This plan outlines our company concept, philosophy and forecasted financials. Rutabaga Sweets hopes to find seed money of $300,000 to launch our business in June of 2003.

SCHEDULE

Monday...write mission statements individually and research business plans

Tuesday...share mission statements, split up business plan areas to work on (break out!)

Wednesday...Coffee and interview with Steve from Paradiso, Interview at New Pi

Thursday...Work on sections

Friday...work on sections

Saturday...compile presentation

Sunday...

Monday...presentation run through

keep it simple

story form presentation

emphasize european experience

office building delivery

Product Description

Our hearth-baked bread and organic pies will fill a unique niche in the Fairfield market, thereby giving us a strategic economic edge. At present, the only available hearth bread is delivered from New Pioneer Co-op in Iowa City, which compromises the objective of fresh and local since it must travel so far. We do not intend to compete with them in an adversarial manner, but rather to allow them to focus on markets closer to home by providing a local source of fresh bread for Fairfield. This creates a positive situation for both businesses, and lessens the environmental impact of transportation. Organic pies also represent an unmet demand in the community, as evidenced by experience selling them at the Farmer’s Market. Several restaurants do make pies to order, but without quality ingredients, often using commercial pie crust. We thus will offer a distinctive product which we know already is desired by the community. Our commitment to quality ingredients will extend beyond the “organic” label, to prioritize such factors as fresh, local, and fair trade. In sourcing our ingredients, we will seek to establish direct contracts with farmers in the area for our grains, fruits, etc. Conscientious attention to supporting local economy is part of the foundation of our business, and will remain a constant priority. Already, we know of local dairy sources including Radiance Dairy of Fairfield and Kalona Organics, and we hope to establish contracts for grains, as well as relationships for fruit harvest and gleaning. Our products will vary to accommodate in-season produce, with efforts to preserve fruits for the winter months as well. The cakes and pastries represent a somewhat less unique product in the current market situation in Fairfield, however our technique and ingredients will give them an edge. Also, we project they will be sampled eagerly after customers are drawn in by our other distinctions. Most pastries are impulse buys, and mere availability and attractiveness in the store environment should be a significant selling point.