Frostys Frozen

Desserts

11400 Misty Valley p. 281-444-2020 frostysfrozendesserts@g

Houston, Texas f. 281-444-8521 mail.com
77066 frostysfrozendesserts.com

FROSTYS FROZEN DESSERTS - OCTOBER 2016

 Table of Contents
I. Executive Summary
Highlights
Objectives
Mission Statement
Keys to Success
II. Description of Business
Company Ownership
Location
Interior
Products and Services
Hours of Operation
Suppliers
Service
Management
III. Marketing
Market Analysis
IV. Appendix
Start-Up Expenses

Executive Summary
Frostys Frozen treats is out to create a casual environment where one can enjoy a frozen treat.
We intend to create this by using the interior setting and lighting as well as the convenience or
buying in order to materialize this wonderful idealization. We can overcome our competition
through our superior atmosphere and vibe as well as the quality and variety of our products.

FROSTYS FROZEN DESSERTS - OCTOBER 2016

 Objectives
Short Term Goals

To streamline the training process so that employees will be efficient

To create an environment where people can come to spend time studying, socializing, and
enjoying cold desserts
Get financing to buy the necessary equipment needed

Medium Term Goals

To create a stable flow of customers

Achieve local brand recognition
Become known for exemplary customer service
Long Term Goals

Open a new location

Begin franchising
Achieve brand recognition within the state

Mission Statement

Were here to make life cooler, one cup at a time

Keys to Success
Our business will be successful because of how the product is made. We will have many flavours,
toppings, and ways our products will be made or mixed. We will have raw ingredients on site and
we will make the ice cream in front of the customer, creating a kind of show that has made places
like Sub Zero Ice Cream and Yogurt popular. At the same time, we will have very many different
flavours by having a wide variety of available ingredients. The customers will be able to choose
from more traditional ingredients, or create their own. The variety of flavours and the element of
being able to mix things together bring in elements seen in places like Baskin Robbins and Marble
Slab Creamery. One of our biggest advantages will be how long our ingredients will last. If a
certain flavour or product does not sell well all our ingredients are preserved through freeze
drying, pasteurization, and similar means. By combining key traits of other ice cream
establishments Frostys Frozen Treats will become the place of choice when looking for a frozen
treat.

Description of Business
Company Ownership
This business will be a sole proprietorship. As such it will be taxed minimally and many procedural
steps associated with other forms of business will be unnecessary.

FROSTYS FROZEN DESSERTS - OCTOBER 2016

There is certain licensing required to run a food related business and that will be procured through
the Texas DSHS or Department of State Health Services

Location
Frostys will be located on a corner building within the Champions Village Shopping Center.

This location will be advantageous because of the proximity to both the shopping area and
the residential area as well as Klein Forest High School and 2 other high schools in the area.

This is important because we are in a place of business but also near enough to residential
areas and school zones where one can pull a source of regular customers

Interior
Our interior will be structured so that there will be semi privacy. It will not have very many
freestanding tables other than very small two-person tables with stools. That majority of our
seating will be in the form of booths and tables near walls or similar structures. This is so that
people feel comfortable staying for extended periods of time.

Another aspect of our interior will be the relaxed lighting and music. This will help contribute to
the casual atmosphere that I am trying to obtain.

Products and Services

Our product will be a variety of frozen treats such as ice cream, gelato, sorbet, sherbet, and frozen
yogurt.

The potential market is anyone who wants a cold treat on a hot day. Here in Houston that is
almost everyone. We especially cater to those in need of a quiet place to study or talk such as
students or groups of friends.

Our product will have a competitive edge in the market as we will have a greater variety in order
to cater to everyones taste. This will give us the advantage attracting larger groups of people
with varying tastes. Another edge that we will have will be the atmosphere of our business. It will
be very similar to the environment of a coffee shop. It will be very casual and sociable. This is so
that people are encouraged to spend time in the store and will have good experiences that will
make them want to come again and again.

Our product will also be advantageous in that everything will be freshly made. Our ingredients will
be stored in a way that naturally preserves them. This way the customer can add or change
certain elements of their food and be able to watch it being made.

Our inventory control is made much easier by the preservation of our ingredients. The most risk
associated with our ingredients will simply be seasonal items. Even seasonal items will not expire
as they will be comprised of certain sugar and spice mixes.

Hours of Operation
The hours of operation will be

FROSTYS FROZEN DESSERTS - OCTOBER 2016

 Mon 10:30AM-10AM

Tues 10:30AM-10AM

Wed 10:30AM-10AM

Thurs 10:30AM-10AM

Fri 10:30AM-10AM

Sat 10:30AM-10AM

Sun 10:30AM-10AM

Suppliers
We will have a close relationship with our providers in that we will have good communication and
large bulk purchases.

Our suppliers will need to be high quality but also affordable.

This will be achieved through the bulk ordering of ingredients

We will also be using a certain local wholesale restaurant supply store called Restaurant & Bar
Supplies that has decent prices for a large variety of products

Service
Our service will stand out from the competition because every employee will be trained on
customer service and every employee will be taught the importance of good customer service and
what it means to the company

Management
How will your background or experience help you to make this business a success? How active will
you be and what areas of management will you delegate to others?

The management responsibilities will be taken on by me as I will be chief manager. I will have a
manager from another business assist in creating the structure and the more complicated aspects
of managing a business. Certain employees will be designated as sub managers that assist in
certain areas such as:

Finance, Inventory, Scheduling, Advertisement, and Hygiene Manager

Our employees will be required to have a bachelor degree (preferably related to their position) as
to prove their capability of learning

This is necessary because slowly these individuals will become promoted to full managers of
their respective sub-divisions

Finance sub manager will be responsible in helping keep track of finances and assisting the
inventory manager in the timing of buying and restocking ingredients

Inventory sub manager will be assisting in the restocking of ingredients and supplies

Scheduling sub manager will help create the schedules of the shifts. They will also have a finer
understanding of the businesss structure and promotion dates and holidays for promotions

Advertisement sub manager will ensure that the flow of customers is never stagnant. They will be

FROSTYS FROZEN DESSERTS - OCTOBER 2016

required to have a log of hours to prove the different ways they promoted the company and the
amount of time and effort spent.

Hygiene Manager will be in charge of janitorial duties as well as making sure our restaurant
hygiene ratings remain in good standing

As the business grows a company handbook will be written for certain procedures and protocols as
well as officialized job descriptions and summaries of the different trainings that all employees
receive.

Marketing
Market Analysis
The target market are students who need a place to study and those who seek a casual place to
spend time in. High school students are the most likely to be our main market as teenagers tend
to have the most disposable income and because of how near we are to Klein Forest High School
and other high schools

We are going to have social media advertisements sent to those who are in certain social media
groups associated with certain schools and we are going to give out flyers to students so that they
can tell each other about our new store

In this particular area there isnt very many food establishments where people are encouraged to
spend time in, especially when working on other things like essays and school work.

This market is growing every year as children of the baby boomers begin to mature and are
seeking a new place to spend time and socialize

Competition

The local competition will be places such as:

Tutti Frutti, TCBY, and Barnes and Nobles

Frostys Frozen Desserts will overcome them because of their different weaknesses

Tutti Frutti has a small space to accommodate eat in customers and will not hold up well during
busy times

Their frozen yogurt also begins to melt almost immediately after purchase even when indoors. We
will overcome this by giving our customers the option to make their dessert extra cold and by
providing more ample space for people to stay.

TCBY Has the same spacing problem as Tutti Frutti is and their location is also inconvenient to
Klein Forest High School students compared to Frostys prospect location and Tutti Fruttis location.

Barnes and Nobles is a place where many students spend their time but with Frostys opening
students will move to us because of the nature of Barnes and Nobles. Barnes and Nobles is a book
store not a hangout. Naturally Frostys will become the more viable option as it will be designed to
be a hangout. The only real space where people are encouraged to spend time is the Starbucks in
Barnes and Nobles. Frostys will overshadow this as that sitting area is very open and stiff. This
makes for awkward seating and often unwanted contact with other customers in the store.

FROSTYS FROZEN DESSERTS - OCTOBER 2016

 Advertising and Promotion
Our business will be marketed toward younger people and will be assisted by them through word
of mouth
This will be successful as the grand opening will be very visible at the storefront and the different
opening promotions offered will be advertised through flyers passed out near high schools.

Our business will be greatly advertised by the word of mouth, social media, as well as a handful of
advertisements to certain local TV stations

Appendix
Start-Up Expenses
Business Licenses 500

Rent 2500

Interior Modifications 7000

Equipment/Machinery
Required:

Pressurized tanks 2000

Refrigeration 2000

Miscellaneous 500

Total Equipment/Machinery 4500

Insurance 200

Stationery/Business Cards 300

Pre-Opening Advertising 500

Opening Inventory 600

FROSTYS FROZEN DESSERTS - OCTOBER 2016