Dulce Desserts - The Ventures Original Concept - Essay Example

Section Evaluate the venture’s original concept (e.g., provide a clear ment of the purpose of the business and a discussion of the underlying source(s) of the opportunity - major trends in industry economy, society, etc.). (25%). The original concept of Juanita Lane’s business model with relation to Dulce Desserts was to provide a flare of Southern “made-from-scratch” and juxtapose this with a particular focus on both catering markets as well as the local community. Similarly, the concept of “evil deliciousness” helped to differentiate the bakery from the high level of health-centric bakeries that have had their day in the sun (Lane 1). Naturally, as with any business plan, the impetus to start was born partly out of the founders dissatisfaction with her former career, combined with a passion for a new one, combined with the fact that no other firms had suitable product offerings within the range that Juanita Lane wanted to offer. Similarly, one of the trends that helped to launch the boutique bakery was the fact that a growing trend was manifesting itself in and around Nashville, TN at that time. This trend has now spread across the entire country but at the point that Juanita was starting the “Field to Fork” focus was but a nascent idea. Juanita Lane was able to capitalize on this movement by focusing the ingredient acquisition for her “made from scratch” recipes on acquiring these ingredients from local suppliers and farmers. Such a unique juxtaposition of consumer taste with product offering has helped Juanita Lane’s fledgling enterprise engage strongly with the community in ways that a traditional chain would not be able to accomplish. A further trend that has helped the growth of Juanita Lane is one which has been exhibiting itself all over the United States within the past few years. Due to the fact that such a high degree of emphasis has been placed on healthful foods, there has been a bit of a pushback against such a high level of focus by key elements within the consumer demographic. Due to this, many consumers seek to rebel against the low-MSG, gluttten-free, un-hydrogenated, and no sugar movement that has enjoyed such a high degree of attention. This desire to rebel, to get back to the basics is one of the prime motivators that has helped to spur Juanita Lane’s business model. As she said to the gentlemen that inquired regarding glutten free – “Sir we only do evil”. In this way, Juanita Lane is able to connect in a powerful way with elements in the community that are far more interested in the fact that she makes her bakery items from scratch and with local ingredients than the fact that she is using the latest wheat bran/high fiber recipe. 2. Evaluate the implementation of the concept (e.g., identify and describes how the core values are related to stakeholders; how pricing, product, promotion strategies relate to market opportunity). (25%). Like any intelligent businessperson, the first thing that Juanita Lane considered was the overall product as compared with its pricing in the desired market. In order to get a general understanding for how this should be set, Juanita spent a great deal of time performing a level of reconnaissance in the local community to ascertain what other “lesser” bakeries were charging for their goods. Although Juanita had a good idea that her products would be well received by the local community and in somewhat of a high demand based on the information provided in above topic 1, understanding the market and the pricing matrix was an integrally important dynamic in order for the firm to be able to realize a modicum of success to guide it until it was able to become fully profitable. Similarly, by working to leverage the “core values” of the consumers (i.e. the “evil deliciousness of her creations), Juanita was able to effectively target an innate need and prevailing consumer demand with respect to her product offering. 3. Evaluate the current status and future plans of the venture (e.g., Is the venture in a good strategic and/or financial position? What direction does the entrepreneur plan to take the venture in from here?) (25%). As Juanita Lane’s business colleague noted, it has taken a good 5 years for the firm to be profitable. This fact alone is massively important to understand and appreciate as many business owners believe they can merely set up shop and start turning a profit within the first few months of business. Additionally, the firm itself appears to be in good shape to continue to capitalize on the consumer trends and demands that have thus far helped it to differentiate itself from the competition. There is however one issue that gives the reader pause with relation to the firm and that is not with the overall business model. Due to the fact that the bakery offers what can only be considered as a luxury good to a specific demographic, the reader is left to question how the recession has played into the overall profitability and plans for expansion that the business has entertained. It has been noted by this author that many such luxury firms have suffered the worst at the hands of the economic recession as consumers at first cut back on those items that they do not consider a bare necessity for life. However, if the effects of the economic recession have not been intimately felt by the business owner, it only makes sense that she should continue to expand her venture and consider opening an additional location or specializing in different product offerings in order to meet the further needs of the consumer and the local economy. 4. Evaluate what you learned from this situation and discuss how it applies to your own entrepreneurial aspirations. Given the current status and future plans of the venture, be sure to discuss any specific conclusions and/or recommendations you have. I can say without any hesitation that I admire Juanita Lane for the bold actions she has taken in seeking to position a small business within the community that seeks to fill a specific niche market/demand. Additionally, due to the fact that we are both approximately the same age, single moms, Juanita has taken a substantial risk in starting her firm past the age of 40. Similarly, I have quit my job as a paralegal in order to pursue my BBA and JD. As such, my dream is to open my own title company, law firm in Lewis County, Tennessee. Similarly, Juanita Lane’s success with Dulce Desserts, although a different specialty than my own, inspires me to follow in the same bold yet calculated steps as a way to both achieve my goals and better my own life. Finally, Dulce Desserts has exhibited an excellent business plan and will doubtless continue to grow as a result of Juanita Lane's entrepreneurial spirit. Work Cited Lane, Juanita. "Dulce Desserts - Custom Cakes, Fabulous Desserts, Decadent Cookies, Event and Wedding Cakes." Dulce Desserts - Custom Cakes, Fabulous Desserts, Decadent Cookies, Event and Wedding Cakes. N.p., 9 Sept. 2007. Web. 03 Nov. 2012. . Read More