2. Company Background
• History
• Froyo Bella was opened in 2010
• One store only so far
• Products
• frozen yoghurt in 45 flavors
• 47 toppings including 14 fresh fruits
• Smoothies & soft drinks plus candy
3. Main Value Proposition
Healthier alternative to ice cream
Fewer calories
low-fat and non-fat varieties
Live active cultures
help the digestive system
Fresh fruit
Fresh fruit every 4 hours
4. Online Marketing
Website
Uses flash
Good visually – highly professional appearance
Not mobile friendly
Content
No info about upcoming flavors availability
No social media connecting/sharing tools
5. Business Situation
Sales increased 4% during the past two years
2010-2011
Customer age is around 40+
Got reduced when price lowered
Sales volume varies by Season
Summer
School break
6. SWOT Analysis
Strengths Weaknesses
1) Excellent location 1) Low awareness
2) Healthier product offerings 2) Expensive price
3) Low operating cost 3) Sales seasonality
4) The only frozen yogurt store in the area 4) Only sells desert
5) Can only offer six flavors at a time
6) Owner does not have a business
background
7) Owner is not proficient in English or
on computers
8) Product cannot be marketed as healthy
Opportunities Threats
1) Tapping into new promising market 1) Well known competitors in the area
(Young customers) 2) Non-fat image as being not tasty
2) Leverage inexpensive marketing tools
3) Partner with local organizations/
businesses
7. Competitive Environment
Many stores sells alternative products
Major franchise
Dairy Queen
Baskin Robbins
Coldstone
Local stores
Kopp’s
Established: 1950
Three locations
Chocolate Factory
Established: 1972
Seven locations
9. Competitor benchmarks
Chocolate Factory
Website design: Simple
Info: Complete
Link to social media: No
Twitter
Tweets: 96
Followers: 87
Following: 57
Tweet: None since 2010
Facebook
Likes: 1424
Talked about: 07
Traffic: 54
Content: Good mix
10. Location Analysis
Excellent location
In Bayshore town Center
Annual visitors: 15 million +
Daily Vehicle traffic: 130,000
Many events and activities held
High visibility location
Near one of the main entrance
Across from Alterra ($1.5 million in sale per month)
11. Business Objectives
Marketing objectives
Increase awareness
Increase sales
Operational objective
Speed up customer decision on what to flavor/toppings to
choose
Current activities
20% mailed coupon through Bayshore Town Center
50% Groupon
3,000 sold
Loyalty punch card
One free frozen yogurt after ten purchases
20. Facebook & Twitter
New flavor posts accompanied by photos
Customer photo uploads
Familiarizing customers with flavor and topping combinations
Facebook Content Twitter Post Objective Date
Status update: “6/3: New Post: “6/3: New Flavors this Generate repeat 6/3/2012
Flavors this week are xxxxx, week are xxxxx, xxxxxx, and business; engage Week 1
xxxxxx, and xxxxx” xxxxx @FroyoBella” with customers
Post photos of these flavors Include a Twit pics
with the above status
update.
Status update: “<insert Post: “<insert flavor> Pic of Generate repeat 6/6/2012
flavor> Pic of the Week” the Week <twit pic url> business; engage Week 1
Post photo of a customer’s @FroyoBella with customers
sundae creation based on Include a Twit pic
one of the new flavors this
week.
21. Foursquare
Discounts offered throughout the year with check-in
Monitor and address “tips”
Foursquare Specials Objective Date
Special: “Check in 6/10-6/16 to Attract new and repeat business; 6/10-6/16
get 20% off a <list this weeks’ help deplete stock of this weeks’ Month 1
new flavors> frozen yogurt flavors
sundae!”
Special: “Check in 7/8-7/14 to Attract new and repeat business; 7/8-7/14
get 20% off a <list this weeks’ help deplete stock of this weeks’ Month 2
new flavors> frozen yogurt flavors
sundae!”
Special: “Check in 9/2-9/8 for Attract new and repeat business; 9/2-9/8
our Back to School special: get help deplete stock of this weeks’ Month 4
20% off any flavor frozen yogurt flavors
sundae!”
22. Pinterest
Photo repository – all flavors; all topppings
Familiarize customers with flavor and topping combinations
Pinterest Content Objective Date
Build a board showing photos of all 45 flavors. Engage with customers online 6/4 – 6/15
Build a board showing photos of all toppings. Engage with customers online 6/18 – 6/29
Build a board showing the most popular flavor & Engage with customers online; 7/2 – 7/6
topping combinations streamline ordering process
Build a board of things related to frozen yogurt Engage with customers online 7/9 – 7/13
(i.e. dairy images, cows, fresh yogurt, etc.)
Build a board of things related to frozen yogurt Engage with customers online 7/16 – 7/27
(i.e. how consumers can make their own frozen
yogurt treats at home)
Build a board that shows settings in which frozen Engage with customers online 7/30 – 8/10
yogurt is served (i.e. in famous settings,
actors/celebrities eating FY, served at a wedding,
etc.)
23. Yelp
Monitor
Fill in store info
Correct misinformation
Address complaints
Apologize
Tell the consumer how you’ve fixed the problem
24. Website
Mobile optimized
Add more professional photos of FB’s frozen yogurt
Finish the site – some pages under construction
Add flavor forecast/calendar
Add social sharing icons
25. Partnership Opportunities
Become more involved in Bayshore events
Pushcart
Local school/rec sports teams
discount on game day
Board Game Barrister
Hosts board game events weekly
Proximity = right next door
Discount to iPic movie goers after the show
Present receipt/ticket stub
