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Smitten Ice-Cream


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Smitten Ice-Cream

  1. 1. Smitten Ice-Cream Business Model Design By Vivien Ní Dhuinn
  2. 2. Company Profile • Founded 2009 in San Francisco • Founder – Robyn Sue Fisher MBA • Objective – To find a new way to make old-fashioned Ice-Cream. • Business Idea – Perfecting the process of Ice-cream making via the use of LNA2 (Liquid Nitrogen) and Prototype Double Helical Triple Patented Machine. • Product – The Smoothest, Tastiest Ice-Cream. Free from preservatives and additives. Made to order in 60 to 90 seconds. • Outlets – 4 - First one opened in Hayes Valley 2011.
  3. 3. Value Propositions • Application of Science - A New way to make old fashioned Ice-cream. Liquid Nitrogen creates smaller ice crystals – smoother ice-cream. • Enriched Customer experience – the Smoothest Tastiest Ice-Cream ever. • Healthy – Free From preservatives and additives. Dedicated Chef • Novelty – Unusual flavours. Nitrogen Vapour. Made in under 90 seconds. Watch it being made • Locally sourced raw materials • Nostalgia – Retro Feel. • Status/Exclusivity – Designer Ice-cream costs more. Luxury. Limited outlets. Creates attraction. • Catering – Parties, events, corporate occasions. • Eco-Friendly – Recycled shipping containers as outlets. • No Franchise – Control of Quality. Machines not available for sale. • Ongoing R&D. • Community Involvement • Hip place to work • Hip place to hang out. Tourist attraction.
  4. 4. Customer Segment • Niche Market - Ice-cream lovers of all ages – from 3 to 103. • Local Market – regulars, repeat business, customer loyalty. • Health conscious – ice-cream must meet the free-from, fresh ingredients appeal. • Mid to upper income segment. Demand quality and consistency of taste. • Tourists – A must go and see place. Create a memorable and enjoyable experience. • Catering Market – Corporate, Parties & Events.
  5. 5. Customer Relations • Owner hands-on and visible. Started from back of Radio Flyer Wagon. • Trust. Owner shows obvious passion for ice-cream. • Promises the best tasting and smoothest ice-cream on earth. • Made to order ice-cream for individual tastes. Watch as your ice-cream is made. • Encourages customer feedback. Wants happy customers. • Free-from Ice-cream. • Innovative recipes for mouth-watering experience. Dedicated Chef. • Consistency of flavour and quality ensures repeat business. • Ongoing R&D –improve customer experience. • Community Involvement – Donations - Class Field Trips
  6. 6. Revenue Stream • Direct sales - Retail outlets • Catering -Parties, Events, Corporate Occasions. • Merchandising – Tee-shirts. • Gift Coins/Vouchers
  7. 7. Cost Structure • Life savings went into R&D. • Liquid Nitrogen. • Ongoing design costs – new flavours, improved performance. New Brrr™ machine. • Fixed Costs – Salaries, utilities, business overheads; insurance, accounts, tax • Maintenance and updating of equipment and outlets. • Six Specialist Engineer Contracts. • Expansion. Purchasing or leasing of sites for new outlets. • Advertising and Marketing.
  8. 8. Key Resources • Availability of liquid nitrogen. • Intellectual input of owner and chef. R&D. PR. • Specially trained engineers to create and maintain Brrr™ Machines. • Reputable and Reliable Partnerships for supply of raw ingredients. Local growers. • Staff Training for operation of machines. • Cash Flow • Investment Capital / Investors /Mentors
  9. 9. Key Activities • Making Ice-Cream to order using specialised equipment. • Sourcing Quality local suppliers of raw materials. • Creating Recipes • Operating Brrr™ Machine. Maintaining and improving. R&D • Staff Training. • Customer Service. Maintaining customer relations. • Catering at parties and events • Sourcing and refurbishing old shipping containers for use as outlets. • Website development. Blog/Social Media Newsletters. Tweeting. • PR for Branding. interviews, demonstrations, media.
  10. 10. Key Partners • Suppliers of Liquid Nitrogen • Suppliers of Raw Materials – Dairy supplies, local farmers and producers. • Chef – Robyn Lenzi • Specialist Engineers • Web Developers • Digital Marketing Company • Merchandise Suppliers • Financial Advisor/Banks • Business Mentors