PROPOSAL

Proposal 

Our idea is to innovate a new recipe and look for E&F Cupcakes that will focus on the sensation of our flavour-filled center. The flavour-filled center will be flavour of vanilla with caramel filling, chocolate with white chocolate filling, red velvet with New York cheesecake filling, and vanilla with cherry or strawberry filling. The ingredients will be bought in bulk from Sysco. We will have small quantities of ingredients since we’re just opening and mostly sampling. The first year will be more of the trial run where there will be more money spent on the marketing, branding, ingredients, rent, invoices, and vendors/suppliers.

Our strategy is to market its uniqueness and that we serve a specific niche that no one has explored yet. We have to create events or leap on opportunities where we can market our cupcakes such as birthday parties  or even sampling them in a pastry store that’s owned by my relative that’s in the downtown area. 

This product will be launched in a campaign. We have developed the logo, did a needs analysis, have a press release, and a newspaper ad. We need to create more hype and be more exposed so the next step would be posting an ad in the magazine of the cupcake industry. We’re using the case sample of the Cupcake Girls that is the top competitor and has had years of successful business. We will be creating brochure, business card, catalogue, and poster that will promote our cupcake. Again these print projects will be happening in phases and discussed in more detail when we reach that stage. 

Erica and I, Fareena, will be the corporate owners of E&F cupcakes and have a partnership where it’s equal liability. We will have a crew of bakers, pastry designers, and an executive chef who will be included in the development of the recipe of the cupcakes since they will have more expertise knowledge in baking than us. 

There will be different tasks that will need to be completed. There will be sample testing which we’ll be having a cupcake party with friends, family, and my coworkers from KFC and Soul Restaurants, which will be managed by Erica and Fareena. The press release will be handled by Fareena. The newspaper block will be taken care by Erica. The ad for the company in the magazine will be done by Erica and Fareena. Fareena will think of the concept and Erica will be assisting with polishing that concept and doing the final version of the ad. Design and concept of the business card will be decided between Erica and Fareena. The letterhead layout options will be decided between both of us. The brochure and catalogue will be planned conceptually by Fareena and design is done by Erica. The poster for the subway will be drafted by sketches by Erica and Fareena and the final sketch that will be appropriate will be created by its creator. The media kit will be arranged and created by Erica and Fareena and decide what will be appropriate for our cupcake campaign. Erica and Fareena will be assigned elements  of the media kit and will be handled in a corroborative manner to ensure consistency. 

There will be timelines that has been scheduled for each task. There will be a new task each week that will either take one to two weeks to revise and complete in full. 

The budget will be an estimate of costs of ingredients and pricing the cupcakes. However the cost will be for printing of the print materials for this campaign.

Erica and I have similar schedules which we constantly have time for feedback. The allowance would be finishing other projects that require us to use the computers at school and that consume a lot of time eg. applying After Affects on a Star Wars clip. Then we would be using class time and work on it from Friday to the weekend when we’re free. 

Contingency would be a file not opening since we have version cs5, but we would just have to make sure to back it up. I have uploaded files in that case on my SkyDrive in my hotmail account. 

So our end goal is to create a product that people will want to try and see it as a novelty. We want to build a client base with our print materials that will advertise our product and expose it.