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Executive Summary

The food service industry has been the most growing in Ohio.Bagel Bliss is located at 6370 5^th street in downtown Cleveland, Ohio.The company is an LLC business structure. The primary revenue for the Bagel Bliss caf is the many flavorful bagels thatyou would ever taste. Most people love a good bagel with coffee or tea throughout the day. The restaurant provides healthy food at an economical and affordable price. We value customer satisfaction, and good health and the provision of excellent services are our priorities.In this marketing plan, advantages and challenges for Bagel Bliss caf will be addressed as well as a plan of action about where the marketing steps will lead this business with much potential.

Company description

Bagels Bliss is a new eating establishment located in Cleveland, Ohio. The store offers affordable fresh products that caterto those who wish to eat more healthfully. It also hopes to ride the crest of another complementary trend: gourmet coffee consumption. What inspired me to start the company wasafter surveying the selection of different kinds of cafs in the Downtown area. I, Tenesha Jones- Henderson, discovered the need to invest in and open a bagel caf. Bagels Bliss is the name that I chose for my caf. I feel that this name will fulfill the stomach of the customer's appetite.Whether it is the soccer mom looking for a quick and easy breakfast on Saturday morning or someone looking for a quiet hole-in-the-wall to work on the book they are writing.I wanted to open a place where consumers could come and get a great-tasting, satisfying fresh bagel and coffee.My excitement and persistence led me through many personal and professional development stages. After much consideration for opening a bagel caf, I saw the uniqueness I would offer the bagel industry to succeed. Bagel Bliss is a start-up business with much potential.Once up and running, we hope to partner with delivery services such as Uber, uber eats, and door dash to deliver our products to businesses and homes in the area. While not all financial details or locations are set in stone, creating this plan will help me understand what my marketing strategy will cost and how it will aid other functions of the business I am building.

Strategic Focus and Plan

This aspect of our marketing plan focuses on the strategic planning of Bagels Bliss to make it a successful business. The mission statement, vision statement, non-financial goals, and competitive advantage are discussed here.

Mission Statement

Bagel Bliss is committed to providing the finest fresh goods all year, with our seasonal menu ensuring the freshest ingredients. We strive to create an environment that is friendly, upbeat, and enjoyable while delivering a high-quality organic experience to all our customers.

WE WILL STOP AT NOTHING....to provide delicious authentic bagels with natural ingredients!

Vision Statement

Our vision is to build a business that will not just sell bagels but a company of global-minded entrepreneurs.We strive to provide our community with the highest quality hand-rolled bagels and healthy food choices while maximizing shareholder profits.

Goals

The goals and objectives of a bagel shop business are to provide a place where patrons can buy or order bagels if the shop has delivery options.My goal is to increase awareness and expand our customer base in the coming months while at the same time developing long-term relationships with loyal customers, in addition to providing outstanding customer service and ensuring customer satisfaction.Regarding finances: 1. To break even in profits versus losses within the first two years of business. 2. To maintain financial stability so that we can stay open year-round. Nonfinancial: 1. Within five years, expand our services to catering for special events. 2. To create a demand for business outside the tourist season. 3. Employ seven to ten workers on average. 4. Within ten years, expand Bagels Bliss to two locations, such as 8th Avenue in the flats and the west side of Cleveland. 5. Add high-quality meals at an affordable price to the menu.

Core Competency and SustainableCompetitive Advantage

For long-term success, better sources of competitive advantage must be found within the organization. In a constantly changing environment, the only stable certainty is its internal capacities which stem from future success desires (Cheney 2020). Bagels Bliss most apparent competitive advantage is the product line. We offer a difference! Bagels and cream cheese are made fresh every day. Our bagels are not boiled, so they don't end up stiff and crusty. A softer bagel makes a tastier & good product. The menu comprises healthy, low-fat choices of sandwiches, soups, andsalads. Our core belief is that when producing high-quality foods, there are no shortcuts. We make bagels not the easy way, but the best way. Wholesale baked goods do not need to be hastily made with a machine but each handcrafted by an experienced baker.We offer items that other fast-food restaurants provide but are not as tasty and enjoyable as Bagels Bliss. To ensure an exceptional product line, Bagels Bliss focuses on using top-quality ingredients in our products. Another competitive advantage is that Bagels Bliss is locally owned and operated, unlike many franchises that have moved into Downtown Bedford, such as Marco's pizza, Mcdonald's, Burger King, and Subway. Location is another crucial factor over which we have the edge over our competitors. Our location is readily visible, easy to access, and in the middle of a high-traffic zone during the spring and summer seasons. The company's target customer and location provide the organization with aSustainableCompetitive Advantage.

Situational Analysis

The SWOT (Strength, Weakness, Opportunities, and Threats) analysis briefly describes the current environment in which Bagels Bliss operates. Using SWOT is a quick overview of my position among internal and external forces influencing our operating strategies.

SWOT Analysis

Bagel Bliss SWOT analysis Strengthsare that bagel bliss can generate a lot of revenue for the business because they are generally considered healthier, and people are growing more conscious of what they consume.Delicious bagels and low prices. Bagel bliss caf is a secure and prominent location that can be reached by tens of thousands of people daily. New business to owners and customers, High depth of product line, offers relatively inexpensive meals, produces very high gross profits, and can permanently remain profitable.

Weaknesses: Bagel Bliss shop may face substantial competition within any given market.Financial constraints may restrict business publicity and branding. A new company will challenge an established bagel shop in the city. Inability to retain highly experienced employees during the business's teething phase. Only open from 5:00 a.m. -4:00 p.m.Dependent on competitive advantage, the retail of coffee.Overall risks relating to inventory spoilage for any food and beverage business.

Opportunities to expand by simply establishing new locations within our regional market. Our company can deliver to corporations that freely purchase large bagels for their employees and clients.As a result of this, these businesses can be able to generate highly predictable revenues on an ongoing basis. The initial development estimates range from $536.000 to $828,850, as well as 15-year brand history and new outlets to enhance operations.

Threats outside of a significant economic recession, the primary threat faced is other competitors in the market. New healthcare reform impacts and increases the price of raw materials. Among the most severe concerns faced by rising temperatures is food shortage.As incidents of extended droughts and extreme flooding increase, Bagel Bliss will have difficulty obtaining the fresh farm items it requires as ingredients. Responsibility laws vary by country, and Bagel Bliss may be subject to various liability claims if regulations in those areas change. New environmental rules enacted in the Paris Agreement (2016) may threaten specific established product categories.

Competitor Analysis

For any enterprise to thrive, it is essential to be aware of the existing competition in the market. You can only plan out strategies that will place you above the rest in the business field when you can understand the competitive landscape. Bagel cafeshave become an essential factor in American culture. When people think of fast food, what comes to mind is high-fat and calorie food at a low price with little customer service. Bagels Bliss is like traditional fast-food restaurants in only one aspectlow price. Our meals, on average a sandwich, side orders, and beverages, are $5.00 to $8.00. Setting this price is highly comparable to other fast-food establishments. However, our products are not high in fat and calories. Because bagels are naturally low in fat and calories, we offer sandwiches with wholesome ingredients and the most refined grains. Some examples of these already established are The Cleveland Bagel Co, Bialy's Bagels, and Cocky's Bagels. Of these three restaurants, the closest competitor is Bialy's Bagels, which offers six low-fat sandwiches and many high-fat products. The closest bagel restaurant is forty-five minutes from the downtown Bedford area. With Bagels Bliss centrally located in the city's heart, residents will no longer have to travel to fulfill their bagel hunger; instead, they can purchase freshly baked bagels anytime.

Company Analysis

Bagels Bliss is an LLC owned and operated by Tenesha Jones- Henderson. With no prior experience in the marketing aspects of business, I am excited to start a new business in my city. With my educational background and persistence, I am confident and sure that I would be able to manage a restaurant and my staff successfully. My team will continue to be educated on new aspects of the bagel industry monthly and when they encounter new situations and decisions. Bagels Bliss is in the introduction stage of its marketing strategy. I hope to make it a successful business venture in my selected cities and spread its popularity throughout Cleveland, Ohio. To provide high-quality products with high-quality ingredients, I will closely associate with local farmers to receive top-quality, nutritious ingredients for the products. This relationship will also strengthen community loyalty between Bagels Bliss. I hope to give back to the community as they give their support to my business.

Customer Analysis

The customers of Bagels Bliss will be of a wide range. The residents of downtown Bedford are of middle-income and are naturalists. They enjoy being outdoors but are often in a hurry, so quick and easy meals are essential. The community of Bedford is also becoming more health conscious. There is now a committee within the Cleveland clinic hospital that rates local restaurants on a nutritional basis. Many of these people are families and environmentalists. These tourists also appreciate health consciousness and fast meals for spending more time vacationing than eating. Industry Analysis Nation-wide nutrition is becoming an essential factor in people's lives. More than ever, people are considering health and nutrition before selecting where they should buy their next meal. Because bagels are naturally low in fat and calories, bagel cafes are becoming increasingly popular.

Market-Product Focus

This section describes the marketing and product development for Bagels Bliss and provides information concerning the marketing and product objectives, target markets, points of difference, and positioning of Bagels Bliss.

Marketing and Product Objectives

Bagels Bliss's marketing aim is to promote its products as healthy meal alternatives to the typical high-fat products which most other fast-food establishments provide. To accomplish this task, Bagels by the Bay will focus on current markets, look to expand into new markets by extending our services, and continually offer new products. The primary objective of Bagels Bliss is to market our restaurant to current customers as an excellent place to get a healthy, affordable meal. Since we are in downtown Cleveland, we want to use this to our advantage by creating an open and friendly "nautical" atmosphere. The atmosphere of a restaurant is vital in determining whether a customer will return, and that is why we pay close attention to how the customer "feels" during their visit.

Our goal is to make each customer's visit an enjoyable experience by combining excellent service and atmosphere with high-quality products so they will return again and again! Bagel Bliss also desires to extend its services to tap into new markets. We cater to special events such as graduations, confirmations, and office meetings. Catering will increase the volume of products we sell and, more importantly, give us exposure to many potential customers. Since people's tastes and preferences differ significantly, Bagel Bliss's goal is to offer new products regularly. Every month we feature a new menu item. For example, we may provide a unique bagel flavor, a seafood sandwich, or a different brew of our gourmet coffee. Using this strategy will benefit us because if an item does well, we can add it to our menu, and our local customers will be more inclined to make frequent visits if they know there is going to be something new for them to try.

Target Markets

The target market that I want to targetis everyone from those with discretionary income and those on a tight budget. So, I would look at schools, households, businesspeople, hospitals, and corporate executives.While researching target markets for our marketing plan, I interviewed the current owners of The Cleveland bagel company. According to Chantelle McDearmon, the bagel industry finds it difficult to define a specific target market. She often encounters customers of all ethnicities, ages, sizes, and gender. She states that Bruegger's Bagel Caf has customers ranging from infants using bagels as teething rings to senior citizens seeking a soft, chewy food product. However, it is essential to realize that a broad target market for bagel restaurants does exist. It consists of health-conscious individuals seeking a meal low in fat and calories while providing some of the essential daily nutrients recommended by the FDA (Food and Drug Administration).

Points of Difference

Many characteristics set Bagel Bliss apart from its competitors. Bagel Bliss is not only conveniently and centrally located in the heart of downtown Cleveland but is also the only bagel restaurant within the radius. We offer the only healthy fast-food alternative in the downtown area. My menu will provide a wide variety of items that can be "mixed and matched" to meet each customer's satisfaction. In addition to that, I will be offering an assortment of gourmet coffees and baked goods. Customers can purchase a single bagel as a satisfying, healthy snack at relatively the same price as an unsatisfying, unhealthy snack such as candy bars and cookies.

Positioning

It is the desire for Bagel Bliss to be known in customers' minds as a restaurant that provides a healthy meal in a short amount of time for a relatively low price. Because the sandwiches and meals can provide individual satisfaction, Bagels Bliss also desires to be recognized as a restaurant catering to customer needs, hopefully leading to customer loyalty.

Marketing Program

The product line of Bagel Bliss is relatively simple.The Bagel Bliss caf will provide its customers with the tastiest, most professional, yet homemade bagels that Cleveland, Ohio, offers. I will provide the following items on our menu: Fresh bagels purchased singly, half-dozen, or a baker's dozen. Fresh bagels with various condiments such as cream cheese, butter, honey, jellies, and peanut butter. Sandwiches with essential ingredients are made to order at the customer's request. Homemade soups made fresh daily, salads, vegetables, and homemade baked goods, such as muffins, rolls, and cookies. Hot and cold beverages, such as Gourmet and regular coffee, soda, iced tea, lemonade, juice, milk, and water, are offered. Bagel Bliss only uses the freshest ingredients to ensure product quality.

Our homemade menu items are made fresh daily by local citizens to promote the closeness of the community. The bagels are also made fresh every morning and ongoing during the day to guarantee top product quality. The leftover inventory at the end of each business day is sold as day-old products at a discounted price. After that, the leftover day-old inventory is given to local houses for the needy and handicapped. Our menu items are formatted on an easy-to-read menu with the Bagel Bliss logo on the front.

The sandwiches are named according to the ingredients to make customers enjoy their purchases and visits. These names also make their visit to Bagel Bliss memorable and appealing.If you are unhappy with our product or service, we will provide a free, fresh new bagel or a full refund.

Price Strategy

Bagel Blisswill provide lower and more competitive prices without sacrificing the homemade quality of our bagels. Our bagels are made with local ingredients, benefiting the local economy.

Pricing varies between the size and type of bagel and product to product. Single bagels are an inexpensive $0.50, and when customers purchase six to a dozen bagels, they receive discounted prices, such as $2.75 and $4.75. When items are added to the bagels, the price rises to $1.40 and $1.70 for cream cheese and $0.80 for other various condiments. The average cost for menu sandwiches is $3.00, with cheese at an additional $0.30. Our fresh soups and salads are priced at $1.75 for a small and $2.75 for a large. Due to the size of our baked goods, their prices are higher, ranging from $.75 to $1.50. The gourmet coffee is priced competitively with other restaurants offering the same. The fees range from $1.50 to $2.25; adding flavored syrup is an additional $0.30. Because we use fresh ground coffee beans for our regular coffee, the price is $.75 for a small and $1.00 for a large. Our other hot drinks range from $1.00 to $1.50. The cold beverages' prices are $0.75 to $1.25, with free refills on soda. Bagel Biss prices are competitively priced with the fast-food restaurants' fees, but customers will see and taste a difference in freshness and quality.

Break-even analysis

To calculate a break-even amount, we averaged the prices of the sandwiches, the side orders, and the beverages to determine the price of a typical meal. This price is averaged at $6.00. The fixed costs for Bagel Bliss are $70,000 per year, including loan payments, equipment, and selling and administrative costs. The unit variable cost is $4.00. including production costs per bagel, employee costs per bagel, and other miscellaneous costs. Using the following formula, I calculated the break-even point for Bagels by the Bay: BEP = [FC (P - UVC)] BEP Quantity = [$70,000 ($6.00 - $4.00)] = 35,000 meals BEP Revenue = 35,000 meals $6.00/meal = $210,000 The figure that was calculated as the number of meals that must be sold to break-even. To determine the dollar amount, we multiplied this figure by the cost of a typical meal, $6.00. For Bagel Bliss to break even in its first year of business, it must have $210,000 in revenue. These figures aim to allow repayment of the long-term, flexible loan of 85,000 from Citizens Bank over the next 5-year period.

Promotion Strategy

Because Bagel Bliss is a new restaurant in downtown Cleveland, we must advertise our business extensively. The different methods of our promotion strategy are to submit an article to the Plain

Dealer describing our new business venture, go on the local radio stations, discounts, and coupons on the back of the local supermarket's customer receipts, and distribute flyers throughout the region describing Bagel's Bliss and what we sell. Using different methods of promotion, we can reach a variety of people. An article in the Plain dealer newspaper allows Bagel Bliss to promote and describe its new business venture. Because it is a local newspaper circulated throughout the northern communities of Cleveland, my article will be read by various people in different communities. The newspaper also promotes community loyalty because Bagel Bliss is locally owned and operated, unlike the many franchises moving into the downtown area. The Cleveland plain dealer also offers an excellent opportunity for Bagel bliss to submit advertisements. The local supermarket, Daves's, also provides a perfect promotion opportunity. Bagel Bliss will print a coupon on the back of Dave's customer receipts for an instant coupon. Because it is in the neighborhood and many people shop there, we will reach a broad segment of people all year round at Dave's. Bagel Bliss will also be advertising on social media, and flyers will be placed in strategic places, such as shopping centers, beauty shops, hotels, and gas stations, to reach various customers. Offering free samples during busy times may also boost walk-in business. Hire extra employees to stand outside and pass out bagels (with or without toppings) during the morning rush hours.

Distribution strategy

At Bagel Bliss caf,our bagels are currently only located and distributed in our only store in downtown Cleveland, so it is a unique and fresh bagel you are being served. We also sell and send our products directly to the consumers. We are accepting consumer orders through an e-commerce website, catalog, or over the phone. Once we receive the order, we can ship the product directly to the consumer's preferred address. By doing this direct distribution strategy, we can benefit by providing access to more consumer and target audience data. It can also provide me with more control over the entire consumer experience.

Furthermore, by using this distribution strategy, it can result in higher profit margins than wholesale or retail distribution strategies., In addition, to our distribution strategy, we will be in a location that offers ample parking, easy in and out access for the morning and afternoon rush times, and high visibility from the road.We are conveniently located on the side of the road, so customers can easily quickly pull off and park along the street or in our customer parking lot. We also have a large sign displaying our logo for traffic from both directions to notice and draw attention to Bagel Bliss caf.

Financial Data and Projections

Bagel Bliss is a start of business; therefore, there are no previous financial data to base future projections.Bagel prices vary based on size and type but usually range between $1.80 and $3.00.

According to industry reports, the average bagel costs around $1.80 -$3.00, while other food items vary depending on location and production cost.However, research has led the company to compare and evaluate financial projections looking at the competition. Going off the recommended pricing by the competitor rates on average, one dozen bagels will cost about $7 to $15. Plainbagelsare $1.25. The 2-ounce cream cheese container is an additional $1.39. Classicbagelscostjust $1.15, while the Gourmet is set at $1.80, and a box of a dozenbagelsis priced at $14.65. The gourmet-topped bagels may cost 30 percent more, depending on the company's pricing structure. The variable costs include special offers and other promotions.

Five-year projections

My goals at the end of five years include 1)Within five years, obtain a 15% profit from sales., 2) 100k in sales without borrowing money, 3) enough inventory to serve 300 customers per hour at peak times, 4) 100 new employees over the next five years. I want to keep 10 percent of after-tax profits for myself and 90 percent to pay workers. 5) A profit of $10k per month

Organizational Structure

The type of business structure Bagel Bliss is an LLC. It is locally owned and operated by Tenesha Jones-Henderson, CEO, who runs the restaurant's day-to-day business. Responsible for providing direction for the company, Creating, communicating, and implementing the organization's vision, mission, and overall direction - i.e., leading the development and implementation of the organization's strategy. I make all the decisions concerning products, ingredients, management, and personnel. Bakery Manager: isresponsible for managing the daily activities in the bakery. Ensures that the bakery facility is in tip-top shape and conducive enough to welcome customers and Interfaces with third-party providers (vendors); Chief Chef:Responsible for preparing different flavors and styles for all our bakery products, making lists and budgeting for bakery supplies and oversees the entire bakery process. Sales and Marketing Officer:Responsible for marketing the company's products and services, responsible for promoting the company,responsible for creating marketing and sales strategies, etc. Accountant / Cashier:Receives payments on behalf of the bakery and issues receipt to customers.Because Bagel Bliss is a new business, I will often work long hours to establish a good reputation for the cafe. Five other employees will be employed at the cafe's opening, and as the business grows, I hope to add more people to the staff at Bagel Bliss.

Implementation Plan

As a new business, Bagel Bliss has a relatively short-term implementation plan. The Bagel Bliss runs commercials annually, as we are a year-round business.Each year, we try to have two for the first six months and one for the second half. The target audience for this is a high school/college students and people in their early 20s.Aside from rent, raw materials, labor, and other costs, we have other expenses related to the shop.

Marketing Expense Budget	2022	2023	2024
Commercials	50,000	53,000	58,000
Paper Ads	7,000	8,200	9,000
Website	$5,000	$5,500	$6,000
Other	$3,000	$3,500	$4,000
Total Sales Marketing Expenses	$65,000	$70,200	$77,000
Percent of Sales	12%	11.5%	11.3%

Evaluation and Control Bagel Bliss has several objectives and goals that it aspires to meet. If for some reason, those goals are delayed, perceived as unattainable, or deviate from the original plan, corrective action must be taken. Measuring, controlling, and adjusting the elements of a marketing plan by some form of project management tool, such as Microsoft Project, has been found to significantly increase the success rate of marketing plans over those that do not routinely add this to the plan. (Barnacle, 1999, pp. 132-133).At The Bagel Bliss, our marketing team helps us appeal to our audience. In addition to marketing, our management team regularly checks and holds a meeting to ensure that

Bagel Bliss continues to thrive.

Below is the schedule of our quarterly list

1stQuarter: January-March

2ndQuarter: April-June

3rdQuarter: July-September

4thQuarter: October-December

To maintain a thriving business, The Bagel Bliss will uphold our list so that we can watch our performance.Quarterly meetings ensure marketability, sales, and the workplace produce their best. This quarterly schedule allows three months, just enough time to see improvement. Daily checks on our morning and evening sales (our management team will report this daily. Cards are handed out for people to rate our business and service online, as well as a feedback box in our store, so our customers can give suggestions and comments.