A bakery produces and sells baked goods such as bread, cookies, cakes, donuts, and pastries. Leavening agents cause foaming that lightens and softens dough and batter by incorporating air. Batter is a thinner, more liquid mixture used for pancakes and coatings, while dough is a thicker mixture used for many baked goods. The purpose of a bakery concept statement is to convince potential investors why the bakery will succeed despite larger or cheaper competitors.