Introduction: The Executive Summary
Beantown Bakery is a new organic bakery and coffee shop in Boston, MA. Located in the heart of the financial district, Beantown Bakery expects to attract business people who are looking to purchase affordable catering services for their business meetings. According to Tatiana Morales from CBS, there has been a recent significant increase in demand of healthier products (2009), so Beantown Bakery is looking to offer wheat, gluten free, and low-calorie products, at a competitive price. Due to the change in diets of Americans (Morales, 2009), it is important that Beantown Bakery focuses on meeting the needs of its customers, whether it is by offering a variety of flavors or by the specializing in healthier products. Beantown Bakery also wants to set a socially responsible example for the community by using recyclable materials and reusable cups, along with offering specified areas dedicated to proper recycling techniques. In order to make sure none of the product goes to waste, at the end of the day, Beantown Bakery will donate the entire excess product to homeless shelters in Boston.
– Beantown Bakery took the name from the historical town that it is located in. Boston is often referred to as “Beantown”, so it is appropriate to name the bakery after a name for which Boston is very well known.
– The bakery provides items such as muffins, cookies, pastries, bagels, and coffee, all offered with four options: normal calorie, low-calorie, wheat, and gluten free. Coffees can be made with whole milk or skim milk, and sugar or Splenda. Other businesses that offer similar products like Beantown Bakery are companies such as Starbucks, Panera, and Finagle a Bagel.
– Beantown Bakery is differentiated from its competition by its ability to deliver its products (with a minimum purchase of $10) by request of its customers, which will save customers the valuable resource of time that they would be taking away from their business, in order to get the goods. Businesses can place an order online, with a minimum of 24 hours before the scheduled delivery time. Beantown Bakery will also have a conference room that gives businesses the opportunity to conduct a meeting for a small fee in a comfortable office-like environment, and be able to provide nourishments to the attendees. They can also reserve this room by using the online feature, and place their order in advance.