Marketing Plan

Marketing plan for ice dreams, an icecream shop

Ice Dreams will sell shave ice as its primary product in addition to soft drinks and frosty Latin drinks called licuados. Shave ice is the hottest new dessert since frozen yogurt! Shave ice is heating up rapidly and shows no sign of cooling (Crystal Fresh, Inc., 1995). Shave ice has been around for many years, beginning in Asia, then becoming popular in Hawaii. People would shave ice by hand, creating a cold, flaky snow. Then they\'d top it with fruit juices to create a refreshing treat. Something this good couldn\'t remain a secret. In recent years, the taste for shave ice has spread all over the world. Shave ice is much different than a sno-cone in that it is made by a small counter-top machine that shaves ice rather than grinding it like a sno-cone machine, which results in ice so fine that it rivals real snow! The snow is then placed in bowl or cup and filled with high quality tropical fruit flavors. Because the snow is so soft the syrup is held within its tender texture versus settling to the bottom like traditional sno-cones. Since the syrup is absorbed into the snow, it must be eaten with a spoon instead of a straw. Because shave ice is so tender and made with the thickest, best-tasting tropical fruit flavors, it is preferred by adults and children of all ages and ethnic backgrounds. A drive-through business will be built on privately-owned commercial property on Highway 86 (Adams Avenue) in El Centro, California. Other products which will be incorporated into the business including beverages (soft drinks and licuados).

1.1 Objectives

1. To construct a drive-through building (12\' x 20\') on existing privately-owned commercial property (50\' x 120\').

2. To produce a net profit of at least $50,000 by the third year of operation.

3. To sell 20 different tropical and Mexican flavored syrups. 4. To sell other products such as soft drinks and licuados.

1.2 Mission

Ice Dreams will produce and sell shave ice with 20 different flavored syrups, soft drinks, and licuados to consumers in El Centro, California. Retail customers will be in the low- to mid-income bracket, and will range in age from children to adults.

1.3 Keys to Success

The keys to success are:

1. Will be the first business of its kind in the city of El Centro, California.

2. Business will be located on a major city highway, next to several housing developments, the city pool, near schools and parks, and along a major restaurant and motel strip.

3. Product quality will include a large variety of tropical and Mexican flavored syrups.

4. Business has the potential for expansion into other Imperial County communities.

5. City of El Centro experiences warm to hot weather approximately seven months of the year.

6. Two-way traffic on Highway 86 averages 48,300 vehicles on a daily basis.

2.0 Company Summary Ice Dreams will be known for selling shave ice with 20 different tropical and Mexican flavored syrups to children and adults in El Centro, California.

Other products will include soft drinks and licuados. 2.1 Company Ownership

Ice Dreams will be owned by Ofelia R. Arellano as a sole proprietorship.

2.2 Startup Summary

Start-up costs will be apprximately $52,010 which will include facility construction including sidewalks, parking, inventory, mandatory city permits, and other expenses associated with opening this business. The start-up costs will be financed through a loan.

Start-up Plan

Start-up Expenses

Consultants $100

Insurance $1,200

Other $34,710

Total Start-up Expense $36,010

Start-up Assets Needed

Cash Requirements $10,000

Start-up inventory $1,325

Other Short-term Assets $675

Total Short-term Assets $12,000

Long-term Assets $4,000

Total Assets $16,000

Total Start-up Requirements: $52,010

Left to finance: $0

Start-up Funding Plan


Investor 1 $0

Other $10,000

Total investment $10,000

Short-term Liabilities

Unpaid Expenses $0

Short-term Loans $42,010

Interest-free Short-term Loans $0

Subtotal Short-term Liabilities $42,010

Long-term Liabilities $0

Total Liabilities $42,010

Loss at Start-up ($36,010)

Total Capital ($26,010)

Total Capital and Liabilities $16,000

Checkline $0

2.3 Company Locations and Facilities

Ice Dreams will be located on Highway 86 in El Centro, California which experiences a high volume of traffic on a daily basis. According to a study by Cal Trans (Traffic Volumes, 1995), approximately 48,300 vehicles pass through this location on a daily basis making it an ideal location for business. The majority of traffic enters and exits via Imperial Avenue and Fourth Avenue traveling through Highway 86. A 240 square foot drive-through facility will be built on a privately-owned commercial property which will also include parking facilities, landscaping,