For Goodness Shakes! provides customized gourmet milkshakes and aims to create a fun, welcoming environment for customers. Their mission is to sweeten customers' days with a variety of milkshake flavors and toppings. Key goals include becoming a staple for PLU students and expanding. Their target market is college students and the local community. Products include build-your-own milkshakes with 10 ice cream and 5 frozen yogurt bases and a selection of candy, dessert, fruit, nut, and cereal toppings. Shakes are priced from $3-5 depending on size. The business will be organized as a general partnership with key roles in marketing, finance, organization, and customer relations.

1. Marketing and Sales Strategy
The backbone of a marketing strategy is the marketing mix – the
4Ps … or 3Ps and a D if you prefer?
· Product(s) – specify the actual products and how they relate to
the end-user’s needs and wants.
· Promotion – Specify how you will advertise, promote, and
publicize your product, brand, company.
· Pricing – Setting the price for your products including
promotional sales, discounts, bulk sales, etc…
· Placement (Distribution) – Addresses how you will get your
product to the end-user. How will it be sold or distributed.
This section should answer the following questions:
· Who is your market and how you will reach it?
· How will your company apply the 4Ps to sell your products
competitively.
Product
· What product does the customer want?
· Do we change an existing product or create a new one?
· How will consumers use it?
· What will it look like? Color? Size?
· What are the characteristics of our target market? Does our
product suit the available market?
· Is our product likely to be innovative (i.e., have a unique

2. selling point?
Placement
· Where will target customers look for this product or service?
· How can we get our product into the places customers look for
it?
· Which distribution channels should we use to sell it?
Price
• How much should we charge? • Should we consider
competitors’ prices? • How much does one of our products cost
to make? • What image do we want for our product
(e.g., high priced – exclusive, low price – value?
Promotion (Distribution)
• What are the promotional objectives (i.e., sell more quantity,
or make more profit)
• What promotional strategies should we use? Displays? Free
samples? Endorsements? Vouchers?
• What should the advertising campaign include? Facebook?
Twitter? Email? Word of mouth? Flyers?
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3. BUSA 201
By
Team Member Names
1
Table of Contents
Table of Contents
...............................................................................................
............................. 1
Executive Summary
...............................................................................................
......................... 2
Components of Executive Summary
........................................................................................... 3
Business Description and Vision
...............................................................................................
..... 4
Components of Business Description and Vision
....................................................................... 4
Answers the Following Questions:

4. .............................................................................................
4
Relevant Course Materials
...............................................................................................
........... 4
Definition of Market
...............................................................................................
........................ 5
Components of Definition of Market
.......................................................................................... 5
Answers the Following Questions:
.............................................................................................
5
Relevant Course Materials
...............................................................................................
........... 5
Description of Products and Services
.............................................................................................
6
Components of Description of Products and Services
................................................................ 6
Answers the Following Questions:
.............................................................................................
6
Relevant Course Materials
...............................................................................................
........... 6

5. Organization and Management
...............................................................................................
........ 7
Components of Organization and Management
.......................................................................... 7
Answers the Following Questions:
.............................................................................................
7
Relevant Course Materials
...............................................................................................
........... 7
Marketing and Sales Strategy
...............................................................................................
.......... 8
Components of Marketing and Sales Strategy
............................................................................ 8
Answers the Following Questions:
..................................................................................... ........
8
Relevant Course Materials
...............................................................................................
........... 8
Financial Management
..................................................................................... ..........
..................... 9
Components of Description of Products and Services

6. ................................................................ 9
Answers the Following Questions:
.............................................................................................
9
Relevant Course Materials
...............................................................................................
........... 9
Appendix
............................................................................... ................
........................................ 10
2
Business Plan Format
Please use Times New Roman 12-point type, or another easy to
read font (e.g., Arial or
Calibri) and the 8 ½ X 11 page setting. The document should be
double spaced throughout. Place
page numbers in the lower-right corner. Leave top and side
margins of one inch.
Bullets and numbered lists can be used, but should be used
sparingly. The majority of the
text should be in sentences and paragraphs.

7. Headers and Sections
Business plans can use up to three levels of headings. Use bold-
faced for all three. Main
headings (all capital letters; centered) are first. Second-level
headings (bolded and flush left) are
next. Third-level headings (first letter of first word capitalized;
indented; italicized, and run into
paragraph) are next. Don’t skip sections: no second-level
headings before you use a first-level
heading, for instance. Use second- and third-level headings in
sets of two or more. Example:
DESCRIPTION OF MARKET
Business Outlook
Target Market
Primary market. Our primary market is …
Secondary market. Our secondary market is …
General Guidance
Your team should consult BUSN Chapter 5 – Business
Communication for items such as
the avoidance of slang, bias; the use of active (rather than
passive) voice; and writing high-

8. impact messages.
3
EXECUTIVE SUMMARY
Components of Executive Summary
• This is the most important section of the business plan, and is
quite frankly all a lot of
people will read. If this section doesn’t grab the reader’s
attention, they are not likely to
see all the hard work you put into the remainder of the
document.
• I of course, will read everything!
• This section should be written last.
• It should provide an enthusiastic snapshot of your company,
explaining who you are,
what you do, and why.
• Should be no more than two (2) pages

9. 4
BUSINESS DESCRIPTION AND VISION
Components of Business Description and Vision
• Mission statement.
• Company vision or narrative about company growth and
potential.
• Business goals and objectives.
• A brief history of the organization and an overview of the
industry.
• List of key company principles.
Answers the Following Questions:
• Who the business is and what does it stand for?
• What benefits this business would provide to the community?
• What is your perception of the company’s growth and
potential?
• What are the specific goals and objectives of the business?
• What is the background of this company and the industry?
Relevant Course Materials
• BUSN – Chapter 14 – Planning: Figuring Out Where to Go and
How to Get There (pp.
232 – 236)
5

10. DEFINITION OF MARKET
Components of Definition of Market
• Describe your business industry and outlook.
• Define the critical needs of your perceived or existing market.
• Identify your target market and its market segmentation.
• Provide a general profile of your targeted clients.
• Describe what share of the market you anticipate.
Answers the Following Questions:
• What customer needs are you fulfilling?
• What industry do you operate in?
• What is the intended scope of your market?
• Who are your targeted customers?
Relevant Course Materials
• BUSN – Chapter 11 – Marketing Strategy: Where Are You
Going, and How will You
Get There (pp. 174 – 180)
• BUSN – Chapter 14 – Planning: Figuring Out Where to Go and
How to Get There (pp.
232 – 236). In particular a SWOT analysis would be useful here.
6
DESCRIPTION OF PRODUCTS AND SERVICES

11. Components of Description of Products and Services
• Identify and describe all products and services that your
business will provide.
• Identify and explain the pricing strategy.
• Describe how your products and services are competitive.
• Reference applicable graphics and brochures (which will most
likely be presented in full
in the appendix).
Answers the Following Questions:
• Why are you in business?
• What are your products and services?
• How much will they sell for?
• How and why are your products and / or services unique from
the competition?
• Why will your business be competitive?
Relevant Course Materials
• BUSN – Chapter 11 – Building Profitable Customer
Connections (whole chapter)
• BUSN – Chapter 12 – Product and Promotion. In particular the
sections of Product: It’s
Probably More Than You Thought (pp. 186 – 199)
• BUSN – Chapter 13 – Distribution and Pricing. In particular
the sections on Pricing: pp.
220 – 225).
• BUSN – Chapter 17 – Operations Management. In particular
the sections on Process

12. Selection and Facility Layout (pp. 279 – 280); Inventory
Control (p. 280); and Quality
(pp. 286 – 289).
7
ORGANIZATION AND MANAGEMENT
Components of Organization and Management
• Description of how the company is organized.
• Legal form of ownership.
• Explanation of how things get done.
• Required licenses and permits.
• Biography description of key company managers.
Answers the Following Questions:
• What is the legal form for your business?
• Who are the leaders of your business and what are their roles?
• How do operations flow within the firm?
Relevant Course Materials
• BUSN – Chapter 6 – Business Formation: Choosing the Form
the Fits (whole chapter)
• BUSN – Chapter 14 – Management, Motivation, and
Leadership. In particular the
sections of Organizing: Fitting Together the Puzzle Pieces (pp.

13. 236 – 240)
• BUSN – Chapter 15 – Human Resource Management (whole
chapter). But particular
attentions to sections on Human Resource Planning (pp. 245 –
254).
8
MARKETING AND SALES STRATEGY
Components of Marketing and Sales Strategy
• Product(s) – specify the actual products and how they relate to
the end-user’s needs and
wants.
• Promotion – Specify how you will advertise, promote, and
publicize your product, brand,
company.
• Pricing – Setting the price for your products including
promotional sales, discounts, bulk
sales, etc…
• Placement (Distribution) – Addresses how you will get your
product to the end-user.
How will it be sold or distributed.
* Note: In the previous section you should be talking in more

14. strategic terms or big picture
terms (i.e., what is the pricing strategy). In this section you
should actually be discussing the
details. What are your products, how much will they sell for,
how will you promote them,
and how will you distribute them.
Answers the Following Questions:
• Who is your market and how you will reach it?
• How will your company apply the 4Ps to sell your products
competitively?
Relevant Course Materials
• BUSN – Chapter 11 – Building Profitable Customer
Connections (whole chapter)
• BUSN – Chapter 12 – Product and Promotion (whole chapter).
• BUSN – Chapter 13 – Distribution and Pricing (whole
chapter).
9
FINANCIAL MANAGEMENT
Components of Description of Products and Services
• Estimates of start-up costs.

15. • Planned or anticipated source(s) of funding.
• Projected balance sheet, income statement, cash flows for first
2 years of operation.
• Financial ratios (e.g., current, ROE, debt-to-equity, etc…).
• Breakeven analysis.
Answers the Following Questions:
• What is your expected financial capacity?
• What are your expenses, revenues, and profits?
• How much money can you expect to make?
Relevant Course Materials
• BUSN – Chapter 7 – Small Business and Entrepreneurship (pp.
106 – 108)
• BUSN – Chapter 8 – Accounting: Decision Making by the
Numbers (whole chapter)
• BUSN – Chapter 9 – Finance: Acquiring and Using Funds to
Maximize Value (whole
chapter).
10
APPENDIX
GROUP MEETING: MONDAY 1/26

16. ROUGH DRAFT DUE DATE: TUESDAY 1/27
FINAL DUE DATE: FRIDAY 1/30
What service or product does your business provide and what
need does it fill?
We provide build-your-own, gourmet milkshakes. It fills the
need for a fun, social twist on the classic dessert that’s close to
the PLU campus.
POSSIBLE NAMES:
· Infinity Shakes
· Tasty Shake
· For Goodness Shakes!
For Goodness Shakes!
BUSA 201
Table of Contents
Executive Summary
Business Description and Vision (Hannah/ Phil)
Definition of the Market (Oliver/ Hannah)
Description of Products and Services (Amy/ Phil)
Organization and Management (Allie/ Amy)
Marketing and Sales Strategy (Abdul/Allie)
Financial Managements (Phil/ Hannah)
Appendix

17. EXECUTIVE SUMMARY
BUSINESS DESCRIPTION AND VISION
Mission Statement
To provide all ages with a variety of custom gourmet
milkshakes in a fun, friendly social environment.
Company Vision
To create a warm, welcoming environment that sweetens up
every customers’ day.
To sweeten up every customers’ day with our warm environment
“happy in a cup”
To create sweet little moments for our customers that break
through the clouds of the everyday.
Business Goals and Objectives
-become a necessity/landmark for PLU students “you have to go
here”
-expand
Organization History and Overview of Industry
Key Company Principles
Who is the business and what does it stand for?
What benefits would this business provide to the community?
What is our perception of the company’s growth and potential?

18. What are the specific goals and objectives of the business?
What is the background of this company and the industry?
DEFINITION OF MARKET
Business Industry and Outlook
Critical Needs of Market
Target Market
Primary Market: Our primary market is college age young
adults
Secondary Market: Our secondary market is general
community
General Profile of Targeted Clients
Anticipated Share of Market
What customer needs are we fulfilling?
What industry do we operate in?
What is the intended scope of our market?
Who are our targeted customers?
See BUSN ch. 11 and ch. 14 (SWOT analysis would be useful)
DESCRIPTION OF PRODUCTS AND SERVICES
Products and services our business will provide include:
· Our main product will be milkshakes; there will be endless
flavor combinations available to our customers to provide each
person with exactly what they want
· The make-up of each milkshake will include an ice cream base
with up to two toppings included
· Customers will be able to choose from ten classic ice cream

19. base flavors, as well as an additional five frozen yogurt flavors
Flavors offered:
· Chocolate
· Vanilla
· Strawberry
· Coffee
· Peanut Butter
· Cake Batter
· Mint
· Cherry
· Bubble Gum
· Cheesecake
Frozen Yogurt Flavors:
· Mango
· Peach
· Lemon
· Orange
· Mixed Berry
Toppings offered:
Candy options: Snickers, Milky Way, Butterfinger, Reese’s
Peanut Butter Cups, KitKat, Heath bar, M&Ms, Chocolate Chips
(milk,dark, white), Gummy Bears, Marshmallows
Dessert options: Oreo, Graham Cracker, Girl Scout Cookies
(Thin Mints, Simoas), Brownie Bites, Cookie Dough Bites,
Cheesecake Bites, Cake Bites (yellow, chocolate, funfetti)
Fruit Options(fresh every day): Strawberry, Blueberry,
Raspberry, Blackberry, Cherry, Banana, Pineapple, Peach,
Mango, Apple
Nut options: Peanuts, Almonds, Pecans, Walnuts
Other toppings: Fudge, Chocolate Sauce, Caramel Sauce,
Butterscotch Sauce, Marshmallow sauce, Peanut Butter, Nutella,
Cinnamon, Coconut, Sprinkles, Whipped Cream
Cereal Options: Captain Crunch, Fruity Pebbles, Cocoa Puffs,
Cinnamon Toast Crunch, Reese’s Pieces, Fruit Loops, Lucky
Charms
· Pricing of each milkshake is as follows:

20. · Small (12 oz.) -$3
· Medium (16 oz.) -$4
· Large (20 oz.) -$5
*All milkshakes include two choices of toppings. Additional
toppings are $0.25 each
Describe how our products and services are competitive
Reference applicable graphics and brochures (presented in full
in appendix)
Why are we in business?
What are our products and services?
How much will they sell for?
How and why are our products and or services unique from the
competition?
Why will our business be competitive?
ORGANIZATION AND MANAGEMENT
Company Organization
Legal form of ownership: General partnership
· partners have unlimited liability
· each partner has an equal voice
· each partner pays taxes on individual share of income
How things get done (customer experience, play by play: flow
of customer POV, walking in, ordering, menu, service, register,
layout, making shakes):
· When a customer walks into our business they are welcomed
by a refreshing atmosphere and friendly service. Our display
menu conveys a variety of milkshake options available for
custom-order. Whether someone is feeling creative or in the
mood for a classic treat, For Goodness Shakes! is the place for
them.
Required licenses and permits
· state tax registration
· registering business name as trade name ($5 fee)

21. · business license application ($19 fee)
· industrial insurance (workers’ compensation)
· unemployment insurance
· trade name registration
· city and county licenses
· not required to file or register with Washington secretary of
state
· Food worker card (food handler permit) from department of
health
·
Biography description of key company managers (convince that
everyone is uniquely qualified, realistically)
· Abdul Alhabib: marketing, great smile, salesman, people
person, charismatic, hr, customer relations
· Oliver Johnson: charisma, public speaking, spokesman, work
ethic, efficient, optimism, ambition
· Hannah Heelan: good with numbers, worked with accounting,
organized, focus,
· Phil Abraham: finance, good with people, calm, good
communication listening skills, dedicated, hard working,
predicting costs and expenses, planner, tech support, investing
· Amy King: creative, graphic design major, hard working, nice,
so cool, loves milkshakes, adaptive, determination, people
person, customer service oriented, teaching and training
· Allie Smith:
What is the legal form for your business?
Who are the leaders of your business and what are their roles?
How do operations flow within the firm?
MARKETING AND SALES STRATEGY
Product specify actual product, how they relate to end-user’s
needs/want
Milkshakes
· Build your own

22. · Ice cream base
· Syrups
· Additional toppings
· Specialties
Promotion specify how to advertise, promote, publicize product,
brand and company
Positioning statement (how the firm would like the target
market to view a product relative to the competition. Logic
behind the slogan): How does Shake business vary from
competition (ex: Baskin Robins)
· Cool, unique atmosphere, innovation, custom, build your own,
· Competitive prices
· Fresh new taste on a classic treat
· “The new classic”
· How are we different?
· Slogan: Shakin’ up the Expectations: The way you want it is
the way we like it.
Strategies/advertising: (CHECK ONLINE COST ESTIMATES
OF ADS)
· punch cards
· free samples?
· PLU promotions
· website
· radio
· flyers
·
Pricing set prices for products including promotional sales,
discounts, bulk sales (SEE ONLINE COST ESTIMATES)
· 1 ice cream base / 1 flavor / 2 additional toppings ($0.25
charge for add-ons)
· Small $3.00 (12 ounces)
· Medium $4.00 (16 ounces)
· Large $5.00 (20 ounces)

23. Competition
· Cold stone
·
Placement (Distribution) how to get product to end-user. How it
will be sold/distributed
· Form utility:
· Time utility: open late hours (
· Place utility: accessibility, near campus, Take over emerald
smoothies
· Ownership utility: punch cards and promotions
· Information utility: info on each ingredient option
· Service utility:
Who is our market and how will we reach it?
How will our company apply the 4Ps to sell our products
competitively?
FINANCIAL MANAGEMENT
http://turnkeyparlor.com/icecreambusinessblog/2010/07/23/open
ing-an-ice-cream-store/ *
http://www.nolo.com/legal-encyclopedia/tips-assessing-cost-
commercial-rental-29609.html
Estimated Start-up Costs
· industrial freezers and fridges
· cups (to go and glass), lids, straws, spoons
· napkins
· heat, AC (covered in rent)
· registers
· sound system
· lighting
· security system
· decor
· tables, chairs
· ice cream, toppings, flavors (Ice cream 26$ per You are

24. supposed to get 55 four-ounce scoops out of a 3-gallon tub. This
works out to .47 cents per scoop. Add 13 cents to the cost to
cover waste, giveaways, etc.*,
· blenders
· employee wages, benefits (minimum wage 9.65 with ability to
increase, benefits to be determined)
· dishwashers
· sinks
· water system (covered in rent)
· Insurance
· Licensing?
· Marketing and promo costs
· uniforms
· UTILITIES SHOULD BE COVERED IN RENT
Sources of Funding
Projected Financial Outcomes (first 2 years of operation)
Balance Sheet
Income Statement
Cash Flows
Financial Ratios
Current
ROE
Debt-to-equity
Breakeven Analysis breakeven point = total fixed cost /
[price/unit - variable cost/unit]
What is our expected financial capacity?
What are our expenses, revenues, and profits?
How much money can we expect to make?
APPENDIX