Orti's Organic Bakery
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Orti's Organic Bakery is built around the belief that eating a healthy, organic breakfast can have a significant impact on a person's health and attitude, as well as the environment. Orti's also believes that customers can have great tasting organic baked goods if the right attention is paid to sourcing, recipes, and consistency.
Orti's Organic Bakery will launch a first location at Union Station in, in Wilder, to serve commuters and build a local brand which can be leveraged into additional locations in the coming years. Orti's will build a following through advertising, referral marketing, and a loyalty program.
This marketing plan will allow Orti Franklin, the owner, to focus his marketing efforts by taking the long view, and looking for results on a daily and weekly basis to see that the chosen tactics are successful.
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Orti's Organic Bakery's marketing plan is designed to document the path the business plans to take to work towards its ultimate goal of becoming a serious player in the Wilder area organic movement and to make a difference in the community by being a vocal proponent of organic eating and living. We truly believe that organic food is not a gimmick - it is a path to a healthier and more sustainable life. We also believe that customers need not give up good taste in order to eat healthily, as the right recipes can bring the two together.
If Orti's Organic Bakery achieves its mission, the path will be paved for the business to open locations throughout the Wilder area. Not just organic devotees, but Wilder locals in general will come to know Orti's Organic Bakery is synonymous with great tasting baked goods. In this future, the organic living market will grow and be a market force to be reckoned with and no longer a niche. Orti's products will appeal to this organic living market as well as anyone seeking high quality baked goods.
Customer will seek out an Orti's Organic Bakery location and find comfort in the consistent service and taste, and the transparency with which the business describes its ingredients and their sources. The customer won't mind waiting a few minutes in line in order to purchase, and will enjoy sitting with a paper at the counter to enjoy their fresh scone, croissant, or bagel.
The Gap Dashboard will be reviewed on a monthly basis and includes many key marketing metrics which are reviewed on a weekly basis:
|Year 1||Year 2||Year 3|
|Owner hours spent on marketing||560||480||480|
|Owner speaking engagements||4||10||12|
|Owner vacation days||5||10||10|
|Transactions Per Customer||35||60||72|
|Spend Per Customer||$105||$336||$432|
|E-Newsletter Subscribers Added||1,069||1,883||2,278|
|Bakery Club Members Added||900||1,794||2,063|
|Business Referral Partners Added||9||3||3|
|Investment Funding Raised||0||0||$500,000|
|Market Share of Union Station added||13.50%||1%||1%|
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