Strategic Plan, Part I: Conceptualizing a Business

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Strategic Plan, Part I: Conceptualizing a Business

Kendra Scheidt


September 12, 2011

Heike Soeffker-Culicerto

The CupCake Café is a cupcake shop that specializes in providing traditional and customized cupcake creations. The CupCake Café will be home to 14 different flavored cupcakes some traditional others unique to the CupCake Café. Once a month one lucky customer will have the opportunity to create or select the cupcake of the week, and at the end of the year there will be a party highlighting the 52 weekly flavors. The CupCake Café cupcakes are freshly made every morning.

The mission of a company is the unique purpose that sets it apart from other companies of its types and identifies the scope of the operation (Pearson & Robinson, 2009). The mission statement for the CupCake Café is “To provide our clientele with a cupcake made of quality ingredients that taste like grandma made them.” A vision statement presents a company’s strategic intent designed to focus the energies and resources of the company on achieving a desirable future (Pearson & Robinson, 2009). The vision for the CupCake Café is to expand by franchising the CupCake Café brand. The goal is to have a CupCake Café in every state.

The guiding principles of the CupCake Café cover the product, personnel, customers, stores, neighborhood, and shareholders. The CupCake Café provides a quality product made with quality ingredients from ethically run farms. Employees are referred to as partners because working at the café is more than just a job it is desire to create cupcakes. The café welcomes diversity in the workplace to create an environment where everyone can be unique. Everyone is treated with respect, dignity, and differences are accepted. Customers: as we participate in the lives of our clientele for a brief moment we make a connection and brighten their day with a smile and a cupcake. Stores: our stores will be clean at all times, and the customer...
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