Business Plan (see page A-21 in your Contemporary Marketing textbook)  - Executive Summary  - Table of Contents  - Introduction  Mission Statement  Company Description  SWOT Analysis Management Team  Product Description  - Marketing Strategy  Demographics  Trends  Market Penetration  Potential Sales/Revenue  - Facilities Plan  Physical Environment  Equipment  - Human Resources Plan  Employment Needs/Skills  Current Employees  Marketing Plan (see pages A-26 through A-31 in your Contemporary Marketing textbook)  - Situational Analysis  Goal Identification  Core Competencies of the Business  Competitive Environment  Technological Environment  Cooperative Environment  Economic Environment  Political/Legal Environment  Socio-Cultural Environment  - Target Market Target  Market Identification (use demographics)  - Marketing Mix  - Marketing Budget Group Paper Historical Content Owner, Carl Hatley, moved to Durand approximately two and a half years ago. Shortly afterwards Mr. Hatley opened a new pizzeria business out of the same building that was previously Uncle Tony’s Pizza. The building is located at 216 W. Main Street has been used as a pizzeria for over twenty (20) years. Hatley has been a self-employed giving him experience in running a business as a solo operator. He has also worked in environments where he does not own the business, giving him insight on where his current employees might be coming from on certain topics and/or circumstances. (Company growth information here – past and present) - Donovan (Employee base information such as numbers and job duties – past and present) - Donovan Cooperative Environment At this time Railway Pizzeria is sole proprietorship. Hatley has no partners in his business and no other investors at this time. This means he receives all financial benefits; however, he also takes on all of the risks and costly responsibilities that come with owning a company. Railway Pizzeria has a positive business relationship with Asofo, the vendor the company receives goods from. Asofo is a group of people that started as pizzeria owners – making this vendor is a good source for information about the industry. Growing a positive relationship with this vendor could make be a great learning experience and make for potential future bargains. Continuing to grow the company’s already positive relationship will help Railway Pizzeria grow. According to (spell out author name and company name, QSR.com: “In the restaurant industry, experts agree there is a real need for operators to connect with their food suppliers. Establishing a solid working relationship is critical, and the wrong partnership could damage a business.” Another important relationship is the one between Railway and the customer – it must be a top priority. When customer complaints occur, along with an apology, Railway must have written standards and procedures in place in order to maintain positive relations. According to Experian.com, “The goal i ...

1. Business Plan (see page A-21 in your Contemporary Marketing
textbook)
- Executive Summary
- Table of Contents
- Introduction
Mission Statement
Company Description
SWOT Analysis
Management Team
Product Description
- Marketing Strategy
Demographics
Trends
Market Penetration
Potential Sales/Revenue
- Facilities Plan
Physical Environment
Equipment
- Human Resources Plan
Employment Needs/Skills
Current Employees
Marketing Plan (see pages A-26 through A-31 in your
Contemporary Marketing textbook)
- Situational Analysis
Goal Identification
Core Competencies of the Business
Competitive Environment
Technological Environment
Cooperative Environment
Economic Environment
Political/Legal Environment
Socio-Cultural Environment
- Target Market Target

2. Market Identification (use demographics)
- Marketing Mix
- Marketing Budget
Group Paper
Historical Content
Owner, Carl Hatley, moved to Durand approximately two
and a half years ago. Shortly afterwards Mr. Hatley opened a
new pizzeria business out of the same building that was
previously Uncle Tony’s Pizza. The building is located at 216
W. Main Street has been used as a pizzeria for over twenty (20)
years.
Hatley has been a self-employed giving him experience in
running a business as a solo operator. He has also worked in
environments where he does not own the business, giving him
insight on where his current employees might be coming from
on certain topics and/or circumstances.
(Company growth information here – past and present) -
Donovan
(Employee base information such as numbers and job duties –
past and present) - Donovan
Cooperative Environment
At this time Railway Pizzeria is sole proprietorship. Hatley
has no partners in his business and no other investors at this
time. This means he receives all financial benefits; however, he
also takes on all of the risks and costly responsibilities that
come with owning a company.
Railway Pizzeria has a positive business relationship with

3. Asofo, the vendor the company receives goods from. Asofo is a
group of people that started as pizzeria owners – making this
vendor is a good source for information about the industry.
Growing a positive relationship with this vendor could make be
a great learning experience and make for potential future
bargains. Continuing to grow the company’s already positive
relationship will help Railway Pizzeria grow. According to
(spell out author name and company name, QSR.com: “In the
restaurant industry, experts agree there is a real need for
operators to connect with their food suppliers. Establishing a
solid working relationship is critical, and the wrong partnership
could damage a business.”
Another important relationship is the one between Railway and
the customer – it must be a top priority. When customer
complaints occur, along with an apology, Railway must have
written standards and procedures in place in order to maintain
positive relations. According to Experian.com, “The goal is to
ensure customer loyalty and operate more efficiently, growing
overall revenue.” In short, satisfying the customer is the number
one priority.
Point of Service Vendor?- Donovan
Beverage Vendor? - Donovan
Baseball Teams? - Donovan
Economic Environment
Retaining loyal customers who represent incomes relevant to
ordering is important, especially when dealing with corporate
competitors who offer inexpensive and ready-to-go pizza. Little
Caesars has its signature “Hot-N-Ready” Pizza, which costs $6
plus tax. There are also rival companies such as Hungry
Howie’s and Papa Joe’s competing for customers in the market.
Little Ceasars and Hungry Howie’s both offer online ordering
from their websites and Facebook accounts utilizing web
applications. According to Digital Trends.com, “online ordering
continues to be a growing trend in the pizza industry.”
Shiawassee County continues to lag behind the nation in

4. regards to economic recovery.
There are approximately 3,400 residents of all ages living in the
town of Durand.
Demographic
The demographic for Railway pizza starts out as one that is
based off of geographic location. With it being a delivery
business the area that is profitable for him to deliver to can only
be so large. With that in mind and the information that the
owner provided I have created a map showing his service area.
His service area looks like this:
As you can see the central location being Durand where the
business is based the delivery reaches out in several directions.
This not only allows him to make a much larger market those
others but can also affect the delivery times that his drivers
promise the customers. It was also said that the main part of his
business falls into an age group of 18-45. Each of these areas
has a population that is as follows:
Durand: 58.47% (need actual numbers here) - Adam
Gaines: 61.32%
Bancroft: 58.77%
Vernon: 59.13%
Lennon: 62.04%
Byron: 57.83%
Source: Moonshadow Mobile Inc., 2011
Income:
The median income, by age, is shown in the table below: The
age range that has the highest income in Durand , MI is <25.
(create table)
Age City State USA
<25 $35,048 $21,528 $26,465
25-44 $43,859 $53,856 $57,132
45-64 $41,064 $59,703 $63,398
<64 $26,415 $32,979 $33,906
Source: US City Facts.com/mi/Shiawassee/Durand/economy

5. While this is a large part of the population in each of the cities
that he has service in there is a portion that is being missed. In
each of these cities there was roughly another 10% about the
age group that the owner feels is his target market. These are
the people that are customers now will become a loyal customer
in the future. By limiting the age group these loyal customers
may feel alienated and move to another provider for the
product.
Doing direct mailing to a specific target market would be the
most cost effective approach (this may not be relevant in this
section).
According to Hatley, the current food costs for the pizzeria are
at 26%. This is ten (10%) percent lower than the danger zone of
36% (attribute the 36% number to a source). Hatley has
considered shrinking the menu to continue to lower the food
costs. By doing this less food needs to be purchased and the
food that is purchased can be more easily monitored and
utilized.
An area of much debate centers the closing of the pizzeria prior
to the posted closing time. (Research? In a Google search…..-
Rich. Closing prior to posted time is a calculated risk as such a
pattern can confuse customers or even anger others. Keeping the
store open during posted store hours may be resulting in
disgruntled customers who may do what? research. According to
Passion for Business, instead of closing early, a business owner
can used that time doing in-house accounting, cleaning,
organizing, and assessing/working on current goals. If certain
late-night hours are typically not financially worth it, perhaps
the posted hours should be changed. Continuing to close early
may likely drive customers toward pizzerias with stable
business hours.
Insert 2-3 quotes here from Disgruntled customers slide show &
reference link in Reference page and maybe put additional
statistics in Appendix section.
Source: http://www.slideshare.net/helpscout/75-customer-

6. service-facts-quotes-statistics
Disgruntled customer can have a great deal of affect on the
business that they are having a problem with. In studies that
were done it was found the 68% of customers move to a
competitor because they were treated poorly buy the employees
of a company (Customer service Professionals, 2011). This can
lead to a brand loyalty that is not profitable and ultimatly
harmful to the organization. It goes on to say that if something
is done to right the wrong that 95% of those customers will
continue to do business with an company (Customer service
Professionals, 2011). It often just takes an admission that
something that was not right did happen and that it is not
normal operations of the company for event to happen in this
way. If the retention is not done it can cost the company much
more money than if these type of situation are resolved. To gain
new customers it can cost roughly five times more than to just
keep existing customers (Customer service Professionals, 2011).
Pounds of pepperoni consumed every year from pizza
252 million pounds
Annual pizza sale revenue
$32 billion
Slices of pizza that are eaten each second
350 slices
Total number of pizzerias in the U.S.
70,000
Percent of independent pizzerias that make up all pizzerias
65%
Average number of slices of pieces of pizza eaten by a person
every year
46 slices
Total number of pizza’s sold in the U.S. each year
3 billion
Total number of pizza’s sold worldwide each year
5 billion
Percent of all pizzerias that offer delivery

7. 83%
Percent of Americans who prefer thin crust pizza
61%
Total number of pizzerias in the state of New York alone
9,000
Percent of Americans who eat at least one piece of pizza per
month
93 %
Statement about the average pizza order $_____ - Adam
Social Environment
Railway’s profits increase during the summer with ice cream
sales, especially to the little league teams and their families.
Railway already sponsors local little league baseball teams.
This is very good for business, according to
Marketingdonut.co.uk: “Sponsorship can generate substantial
publicity for a relatively small investment. It’s like using the
strength, funds and audiences of two organizations to develop
your product and build your brand awareness.” Spell out what
he is doing and why it benefits the company. Also identify the
cost to his business for doing so.
Railway Pizzeria maintains a Facebook page where they
interact with consumers and offer suggestions for different
pizza ideas. Social media is a huge factor in the pizza business
today. Posting coupons can drive sales. According to
adexchanger.com "The social platform, because of its adoption
among household decision makers and house hold shoppers, is a
very good platform for advertising.” Dominos, like Railway, is
a carry-out restaurant, and have doubled their sales from the
previous year all due to their social media campaigns. As
mentioned previously, online ordering capabilities could help
Railway attract an affluent family element (ie., soccer moms,
etc.)
Any other social media research such as how often a Facebook
page should be updated; the power of Google ads on the right
side of Facebook. How to grow your Likes and Friends.

8. Website enhancement? - Robert
What about other suggestions for posting ideas on social media
– the power of suggestion (research). - Feleena
Insert suggested About paragraph for use on Facebook and/or
Twitter pages. - Rich
Identify ways for Railway to increase their Likes on Facebook
(submit an idea, contests, ad purchasing, using quotes to
heighten chances of sharing by those who follow) - Rich.
According to Hatley, Railway’s target audience is “people
sitting on the couch watching TV who want good hearty food”;
however, a survey of Railway’s customer base the company
could gain more insight into the specifics of the consumer.
These survey results in addition to the demographic breakdown
of the market as noted in the Customer Analysis and Target
Market sections buyers could assist in future marketing
campaign development. Offering coupons to those who
participate in the survey could allow Railway to do a survey for
little cost. According to Entrepreneur.com, “When crafting your
business plan or giving it an overhaul, it's critical to thoroughly
understand your target customers. Understanding your target
customers' demographics helps you determine exactly what your
products or services will be, and what kind of customer service
tactics work best.”
Needs and Satisfaction
There seems to be a need for the takeout type of pizzeria in the
area and the fact that railway is giving the people a quality
freshly made product will continue to grow the market.
Satisfaction with the product is good. The delivery is the weak
link in this chain. With the wide selection of items that railway
is willing to not only prepare but bring to the customers front
door there cannot be a set delivery time. If a customer orders
something that is much more difficult to prepare the timing
must be adjusted to that. If not the people will be waiting for a
product that is going to arrive much later than the promise they
were given on the phone.
A program that could be taken up to help the flow of people

9. coming into the pizzeria which is a loyalty cards. It could be
something as simple as a punch card that many other companies
use. In one study that was done it was found that loyalty card
could increase sales 30% (MediaWatt Inc., 2009). There is a
second benefit that a loyalty card can help you with. By having
the people fill out a short application when getting the card will
give you more market information that anything else. If an
electronic loyalty card is used then you can take it one step
farther and track the purchases that are made (MediaWatt Inc.,
2009).
Surveys are sometimes the easiest way to get into the mind of
your customer. They can give you insight into items that you
may want to start serving as well as item that are not turning
out as well as the organization may have hoped. They are the
most helpful in the area of service because it can specifically
address which areas of the service experience that the customers
feel that Railway has failed them at. Often times surveys are
mailed out which can really get you a mixed amount of
information because very few or often returned and of those
returned it could be consumers that have never tried your
product. It is best to give the surveys out with the items either
in the pizzeria on upon delivery to the customer. Often times to
get back a sample that is large enough to gain any kind of real
information there must be an incentive for the customer. In this
case it could be something as simple as a discount on the next
visit with survey or a special price pizza for those that take the
survey. Possibly even free side item, the possibilities are out
there to do any number of things.
Class approved survey questions (this may be good Appendix
item) but you would want to reference it in the body and refer
them to the Appendix XX.
SURVEY:
Demographics
How often do you eat pizza a week?
What is your zip code?
Did you know Railway Pizzeria offers catering services? Yes or

10. No
Would you recommend Railway to your friends or family? Yes
or No
1= Very Poor 2 = Poor 3= Neutral 4= Good 5 = Excellent
How would you rate the quality of Railway’s pizza?
In regards to quality, how would you rate our prices?
How would you rate your last customer experience?
How would you rate your phone ordering experience?
How would you rate the friendliness of our staff?
How would you rate our delivery service?
When you last received delivery, did your order arrive on time?
Yes or No
Would you be more apt to order Railway if online delivery was
offered? Yes or No
What usually prompts you to order Railway Pizza products?
How can we improve your Railway Pizzeria experience?
Comment:
_____________________________________________________
According to the 2010 census Shiawassee county has 29%
of its population falling into the 20 to 45 age group which is the
target market (United States Census Bureau, 2010). This is
talking into account the whole of the county but the population
is there. Also this can help the advertisements so that money is
not wasted to those that will not come into the pizzeria (does
not belong in this section).
Political Environment:
There are several benefits of belonging to a local chamber.
Railway Pizza may want to reconsider joining the Durand
Chamber of Commerce due to the value the business could
realize from the new membership. What are they? - Adam
Membership would open a variety of doors and avenues for the
company. This could ultimately boost sales and add a great deal
of brand awareness for the company. The chamber of commerce
could potentially be a key factor in the business success and
help with networking with fellow business owners. (attribute)
It is extremely important that Carl get some of these

11. issues taken care of as relationships with the community and
food venders and employees are just as important as
relationships with political leaders. We have seen the effects of
bad relations with political leaders already and this kind of
reputation is not good. The situation needs to be taken care of
and quickly forgotten in order to conduct the best business
possible given the current circumstances.
Legal Environment:
Railway pizzeria must stay in accordance with the law and the
state regulations. This is important when it comes to advertising
for the company. This hinders door-to-door flyering.
In a small town keeping the legal issues to a minimum is
suggested. Joining the chamber of commerce would keep
Railway updated on any new ordinances and happenings in
Durand’s business community.
Laws and Regulations existing in Durand regarding his business
and promotion of the business. – Adam had this in a paper.
Technological Environment:
In today’s day and age of highly advanced technology if a
business does not keep up with this ever-changing environment
it can limit the potential of the business to operate efficiently,
track inventory, and communicate with the target audience.
Railway Pizzeria currently has a website and Facebook.
However, dedicated focus on social media, web application and
enhancements to the website are suggested. (insert suggestions
here). – Robert - website; Rich- social media.
Point of Purchase system
Caller ID (telephone)
Credit Card acceptance – options for delivery person
Competitive Analysis
There are the ten (10) restaurants in Durand (a town of 3400
people). It is important for Railway Pizzeria to continuously
check on the competitors to monitor what they are doing as this
will help Railway evaluate its own operations and get the leg up
on any new ideas hitting the market. (attribute)
Primary Competitors

12. 1. Little Ceasers
1. Pappa Joe’s
1. Hungry Howie’s
Secondary Competitors
1. Nick’s Hometown Grill
1. Iron Horse Pub
1. China House Restaurant
1. McDonald’s
1. Subway
1. Wendy’s
1. Rancho Grande
1. Crossroads Bar and Grill
Competitor Strengths and Weaknesses
It is important to have a thorough understanding of the
competitors. Frequent monitoring of their business strategies
and products is important to any business. The strengths of most
of Railway’s competitors are their prices. Little Caesars,
Hungry Howie’s, and Papa Johns are all franchise restaurants
with nationwide marketing campaigns and are well- known
pizza places. Weaknesses of most of pizza companies are that
their ingredients aren’t always fresh and made right when you
order like that of Railway Pizza. (attribute)
Little Ceasers represents the primary competition as they pose
the greatest threat in the sense of taking business away from
Railway Pizzeria. There are many ways to combat the Hot-N-
Ready® at Little Ceasers. One way is to offer something similar
of higher quality. This would make consumers think twice about
buying a Hot-N- Ready® because right down the street is
potentially a pizza that costs only a dollar more but is of higher
quality. Another way to combat the market leader is to exploit
their weaknesses while simultaneously exploiting your business’
strengths. By really pushing the fact that Railway uses 100%
natural and real ingredients it can make the hot and ready look
like an extremely unhealthy and not very tasty option for
consumers ultimately driving the number of customers in

13. Railways door to the ceiling.
Each and every one of the competitor pose threats to the
business. They could all potentially take customers from
Railway Pizza with their low prices and reputation for fast and
quick service. Little Caesars has an item that will easily take all
of the consumers who are looking to grab a quick pizza for
dinner. Hungry Howie’s always has new pizza and deals almost
every week keeping them frequently in consumers’ minds. Some
of the stores also stay open for a longer period of time which
could also pose threats by getting those late night consumers
that eat later than the traditional person.
In Durand most of the people there are set in their ways and
already found what they like in life and it can be said that they
would be loyal to what they know. This means that with three
competitors in this small town all having deep connections to
the city that means that many of the people there are already
loyal to the restaurants and it will be harder to win them over.
Then there are people that are loyal to the chain restaurants and
they only wish to buy from them for one reason or another.
There was one opportunity to buy out another restaurant that
was failing, but because Hatley does not have that many
employees or anyone to fully dedicate responsibilities to, he
feels that he could not proceed with the buyout as the venue
would cost money and ultimately fail without dedicated
management.
Detailed Competitor Analysis
Little Caesars- Little Caesars is the most prevalent competition
you will experience in the area. They possess the ability to offer
a pizza that people seem to enjoy at a price of $5.30 that is
lower than any other place in town.
Hours: Monday 11:00 am - 11:00 pm
Tuesday 11:00 am - 11:00 pm
Wednesday 11:00 am - 11:00 pm
Thursday 11:00 am - 11:00 pm
Friday 11:00 am - 12:00 am
Saturday 11:00 am - 12:00 am

14. Sunday 11:00 am - 10:00 pm
Prices: $6 Hot-N-Ready®- Extremely popular. Probably the
most competitive individual product in Durand for Railway.
$8 meat lovers
$9 supreme-(All products are priced at a pre-sales tax rate)
Duration of business conducted: Longer than Hungry Howie’s
and Railway but less than Nick’s and Iron Horse.
Amount of market held: Potentially 1500 people out of the
3,400 people that live in Durand.(Census 2010.)
Owner: Danial Sheriski
Hungry Howie’s- Hungry Howie’s poses a minimal threat. Their
prices are fairly similar to Railway’s but it seems to be that the
opinion among consumers is that the quality is significantly less
than Railway. Although this is true they still pose a threat as
they could makes changes to take away customers within the
pizza business. Also Hungry Howie’s conducts a lot of charity
work which can make them a favorite among some of the more
sensitive consumers.
Hours:
4-10pm Mon.-Thurs.
3-11pm Fri.
3-11pm Sat.
3-10pm Sun.
Prices: $5 small two-topping
$10 Large deep dish one topping or large two topping
$15 two medium one topping pizzas with Howie bread and
dipping sauce
20$ 2 Large one topping pizzas with a two liter of Pepsi and
Howie bread and dipping sauce
Duration of business conducted: Approximately 2 years.
Amount of market held: roughly 1,000(census 2010.) less than
Little Caesars simply because of price to quality ratio.
Owner: Lenny D.
Nick’s- Nick’s Hometwon grill is a big name in Durand.
Because they are well known and seem to be reliable among

15. their loyal consumers and they offer a wider variety of menu
items they have a higher potential of selling to more people
within the town of Durand. However, according to online
reviews and my own experience customer service is not one of
their fortes.
Hours:
7:00 A.M. to 10:P.M. daily
Prices: Most of the menu is under ten dollars. A real hometown
feel and specials happen weekly on alcohol.
Duration of business conducted: I could not find anywhere on
the internet how long Nick’s has been operating. I called and
the lady I spoke to simply told me she did not have time to
answer a question like that when I first asked if she had time to
answer a quick question and she responded “yes” but upon
asking her how long they have been there she told me she was
too
Amount of market held: Between 1,200 and 2,000(census 2010).
This is because they have been there for longer than the other
restaurants in town and in a town like Durand weight is carried
by this fact.
Owner: Nikitas Kalafatis
Iron Horse Pub- This is another older business in town. While
they are not as popular as Nicks they still pose a threat as they
offer pizza and a resturaunt style environment to eat the pizza.
They also seem to be pretty well liked among consumers even
though they have nearly 500 less likes than Nicks on their
Facebook page.
Hours:
Open 24/7
Prices:
10$ all you can eat buffet
Other than the buffet similar prices and specials to Nicks with
most of the menu under ten dollars per meal.
Duration of business conducted: Same exact scenario as Nicks.
Too busy to answer my question.
Owner: Betty Fuller

16. Customer Analysis
(Insert content here)
Target Market –
Segmentation
The first issue that must be addressed in the segmentation of the
target market is the needs and wants of those that Railway
wishes to serve. These needs are for a pizza that is affordable to
them in a time frame that allows them to continue their
lifestyle. The people that are buying this product are those that
want a quality product to feed their families. The need comes
into play because the people are in need of feeding their family
and there are several ways for them to do this and the
organization must convince those consumers that Railway will
meet both the wants and needs of this group.
Geodemographic
You must then divide this large group into smaller segment so
that they are easier to use in a marketing sense. The simplest
way for the pizzeria to do this is the service area that they wish
to deliver to. It would be a waste to get information for area
that will not be serviced. The area in which the organization
will serve must be one that keeps the cost to a point that they
are still profitable. This area is roughly a 10 mile radius in any
direction from Durand where the pizzeria in located.
Psychographic
The next way to segment that will greatly help Railway pizzeria
is psychographic segmentation which focuses on the lifestyle of
the market that you want to serve. The pizzeria has a market
that consists of people that are looking for a quality product at a
price that they can afford. He must also look at other life styles
that could be a great growth opportunity. At this time the
company has an issue with the hot-n-ready pizza that little
Caesars have for the soccer moms or those just looking to feed
the family quickly. The pizzeria can get this part of the market
as well by just having these consumers call ahead. In order to
meet this groups needs the pizza must be done in the time frame

17. that was told to the consumer so that they do not have to wait.
This means they are in and out just like the competition but
with a better product.
Product positioning
The product that the pizzeria produces is positioned very well.
It is affordable but has a higher value because of the quality
that separates them from the competitors in the area. With the
wide selection of items that are on the menu it offers selections
that position the organization in several groups that are looking
for different products. Also with the use of the fresh ingredients
and delivery it positions Railway above the competitors and
puts them right in the consumers home.
Marketing Mix
With all of this information the marketing will almost do itself.
The organization knows who to tell about the service and
product that it offers. Can inform the people of the value and
price that they are going to sell these products for. Also with
the psychographic segmentation Railway can entice not only the
market share that they have as of now but this that will help the
market share grow. The location that they have and service area
give them a way to get the product to the people without having
them wait a long time which will limit return business. This
area could be increased if Railway were to have a food truck
which allows them to go to an area to make the pizzas that the
people want.
While few businesses are located within the city, it is a fact that
the working adults , mostly ages _____ to ______ leave town to
work and travel back in the evening each work day. (census
source) This puts them in a group of people that will want
something that they can take home for dinner if they are not
going to cook. Because of this and the age group that a large
parts of the population that Durand falls into it gives then the
income to get that pizza a bit more often than may be the case
in other areas. (needs more explanation) –
Goal Identification
Core Competencies of the Business

18. Marketing Mix
Marketing Budget
Strategies & Tactics
Strategy 1:
Food Truck Timeline: 3-5 years
Mr. Hatley voiced that a food truck is something his business
wishes to investigate. The food truck service would be offered
in the Lansing area due to its increased market size and profit
opportunity. While this is a great idea there are several issues
that must be addressed.
• Research rules and regulations
• Identify potential locations
• Raise Capital
• Media Coverage
The first issue to consider is the set of rules and/or regulations
they must follow before they get involved and are fined for
something that otherwise would have never been an issue. The
second issue involves identifying potential locations for the
food truck to operate. Knowing where the truck will be
traveling will allow the company to control fuel cost and
estimate profits based on customer base size. This endeavor will
require some base capital to get a truck, driver and any
licensing that it may need. This can be done through radio,
billboards, flyers, and the word of mouth that will continue the
success.
The return on this investment is one that can be seen in the food
truck industry. By 2012, the food truck market was estimated to
bring in $1 billion in annual revenue (Mayyasi, 2013). This is a
huge industry that the pizzeria can be part of and take its piece
of that profit margin seen by many other food trucks.
• Continue research
• Bus plan
Figure out all aspects
• Acquire the truck
• Driver

19. • Est. Locations
Conduct Mkt
• Stickers/ decals
• Billboards
• Radio
• Flyers
Word of mouth/Social Media charities
• Press release
• Loyalty program (pay day discount
Frequent Flyer)
• Business Newsletter
Strategy 2:
Niche Marketing
The pizzeria must capture that section of the market that they
once thought was out of their reach. This is the niche that is
looking for a fast way to feed the family without waiting an
amount of time that is adverse to their life style. The term that
is often used to describe this niche is “soccer moms” which are
those that are always on the run.
• Preorder App-This allows the customer to order from any
location that they may be using nothing but there smart phone
and continuing about business.
• Change business Practices-The time frame that the
customer service person gives for the arrival or pick up of an
order must be right. These customers may be willing to spend
more for the quality but not if they have to wait with hungry
children.
• Media Coverage- Railway must get the information in front
of the customer that would be part of this niche. One way that
would help this may be billboards and radio ads because these
customers are spending large amounts of time traveling both
running places and retrieving children.
The Soccer Mom Timeline: 0-1 years - Dec 2013
• Identify the marketing ages of 25-35—5-18 yrs

20. • Determine revenue opportunity
• Identify Need/ Satisfaction
1. Timeliness crucial
2. Pre-order app
Change Business Practice
Identify exemptions/ menus
Accurate time quotes
Time keeping –clocks
ROI- Return on investment
Save on service recovery
Media
Sports arena signage/ Flyers
Radio
Social Media offers
Coupons/Loyalty
Strategy 3: Website Enhancement Timeline: ___ years
The web page in this high tech world may be the first
interaction that the people have with the organization so the
ease of use and understanding of it is critical for its success.
There are a few steps that can be taken to improve are:
• New Homepage
• Social Network Connectivity
• Business Practices
By giving the home page a new look it will allow for an easier
to read layout it will allow the customers to improve their
understanding of the products and menu that the pizzeria has to
offer. Social network connectivity will allow people viewing
the webpage to have a simple way to get to the social media
page so they can post or view recent post by the organization.
The return on this project would be one of increase visits to the
pizzeria and increase in sales from those that choose to come
into the business. There must be a regular amount of posting to
the social media site. This allows the customer to become
involved in the pizzeria as an entity. Also give the organization
a free outlet to inform customers of specials and events that the

21. pizzeria will be taking part in.
Identify Navigation links
identify best practices Google ad
-Link to social media/likes
Frequency ROI
Contact
Develop social media communication plan
Dedicate Personnel to social media (actually he has hired a
company to assist with this)
Strategy 4: Community Relations
While the company is a bit of a new entity in the community it
must become part of the area in which it is operated. The
increase in community relations will improve the word of mouth
for the business as well as get information about the product
into the hands of those that are the closest to it. Some of the
tactical strategies that should be considered include the
following:
• Join the Chamber of Commerce
• Team Sponsorships
• Networking
To improve relations the pizzeria could consider joining the
Shiawassee Regional Chamber of Commerce. This allows other
businesses in the area know that you wish to be one of them.
Once a member the company is added to the Shiawassee
Visitor’s Guide; allow you to bring in flyers that are put into
community events; and receive an insurance discount for being
a member. (need additional benefits here)
There are studies that show if a company shows that it is highly
involved in its local chamber, consumers are 12% more likely to
think that its products stack up better against its competition
(Chicagoland Chamber of Commerce, 2011).
Another tactic would be to continue to promote the business
through sponsorships and/or contests. Sponsorships are
something that Railway does now which is enhancing his image
in the community. Other ideas include coloring contest for kids

22. to pick up and bring back a colored picture of a train. The kids
would be eligible to win an item such as a train set. Each kid
who brings in an item would get a free ice cream cone coupon.
These types of sponsorships must continue in order to keep
Railway’s name active in the community. They are also
excellent topics for social media posts. Other ideas include
scratch off discount tickets where the purchaser gets an
opportunity to win a discount prize if they scratch the correct
one of three scratch areas. Consumers enjoy the gambling aspect
of such a gimmick. Lastly, Railway should consider
participating in activities involving children in elementary
school. One such ideas would be to collaborate with the schools
to offer a free ice cream cone to any child who is listed on the
school honor roll each semester. The return on investment for
this incentive is the additional ice cream or pizza sales to the
other members of the family. Another ideas would be to
collaborate with the Durand Depot to co-sponsor field trips to
the Depot. By sharing the costs, each organization could benefit
by being able to create a lasting memory in the heart of each
child but also take advantage of an opportunity to educate the
parents of these children about each business. The return on
investment from the sponsorship of the teams and networking
are the sales that will be seen by those that are coming in after
games and to see the new business that has opened in their
community.
Network (shaking hands and kissing babies) The Company must
get out into the community and take part in events and other
happening so that the reputation can bring in customers that
may have not known before.
Word of mouth/Goodwill
Strategy 5:
Employee Training
Railway pizzeria can greatly increase the knowledge of the
public to the service and the product that they produce by
having a training program to better prepare the employees for

23. the events and tasks that they must perform while working at
the pizzeria. There are several ways to do this which include:
• Job Duty Signage
• Daily Time Line
• Telephone Etiquette Training
• Time Quote Training
This will inform everyone what they can and should be doing
because some people need to be told. If a program is put into
place to further the success of the employees than the pizzeria
will see an increase in sales and customer retention. The daily
time line lets employees know at what point during the work
day tasks need to be completed.
Empowering every employee in the building to take orders in a
way that took care of the customer and allowed others to make
products. This is especially important with telephone service.
One of the most important aspects of telephone services is
accurately quoting the pick up time of the items to the
customer. Giving the customers the product that they want in
the time frame that they were given over the phone keeping then
loyal to the pizzeria
to be completed
The ROI for this will be an increase in sales based off of the
satisfaction and loyalty of customers and the productivity of the
employees.
Media
Employee meeting
Handbook-Expectations
MsDs training (ROI) employee knowledge Productivity
Employee safty
Marketing Messages

24. Works Cited
Customer service Professionals. (2011). Customer Service
Facts: Customer Service Manager. Retrieved May 9, 2013, from
Customer Service Manager Web Site:
http://www.customerservicemanager.com/customer-service-
facts.htm
Statistic Brain. (2012, September 4). Pizza Statistics: Statistic
Brain. Retrieved May 9, 2013, from Statistic Brain Web Site:
http://www.statisticbrain.com/pizza-statistics/
MediaWatt Inc. (2009). Loyalty Card Benefits: Patron Pal.
Retrieved April 17, 2013, from Patron
Pal Web Site: http://www.patronpal.com/loyalty-card-
benefits.html
Moonshadow Moblie Inc. (2011). 2010 Census
Populations:Census Viewer Website. Retrieved April 17, 2013,
from Census Viewer Website:
http://censusviewer.com/city/MI/Byron/2010
Chicagoland Chamber of Commerce. (2011). ROI and
Statistics:Chicagoland Chamber of Commerce. Retrieved May 9,
2013, from Chicagoland Chamber of Commerce Web Site:
http://www.chicagolandchamber.org/wdk_cc/membership/roi_an
d_statistics___.jsp
Mayyasi, A. (2013, March 14). Food Truck
Economics:Priceonomics . Retrieved May 9, 2013, from
Priceonomics Web Site:
http://blog.priceonomics.com/post/45352687467/food-truck-
economics