Hannah Gray Kate Gutierrez Haley Hirai Ayaka Hong Kelsey Honz Tashi Kerr Cheyenne Knowles Jordyn Neerdaels Krista Shogren Emily Weaver
Mar 20, 2016
Hannah GrayKate Gutierrez
Haley HiraiAyaka HongKelsey HonzTashi Kerr
Cheyenne KnowlesJordyn Neerdaels
Krista ShogrenEmily Weaver
SWOT Analysis
Strengths
• Uniquely positions itself as the only organic & vegan bakery in Eugene
• Caters to specific dietary needs• Use of Facebook-- nearly 10,000
followers• Welcoming atmosphere & staff• Environmentally friendly
Weaknesses
• Population of more than 24,000 students is not targeted
• Lack of advertisements around campus
• Misconception that The Divine Cupcake is farther away from campus than Sweet Life and Voodoo Doughnuts
Opportunities
• Create Instagram and Pinterest accounts
• Advertise around campus and within student coupon book
• Cater fraternity & sorority events
Threats
• Sweet Life• Voodoo Doughnuts• Economy• Negative connotations towards
"organic" & "vegan"
Research Methods
Online Survey Focus Group
Online Survey
• Quantitative Research
• 8 multiple choice questions
• Distributed via facebook & email
• 149 Responses
Focus Group
• Qualitative Research
• 12 participants (7 females, 5 males)
• Participants were asked a variety of questions about dessert cafes
FindingsOnline Survey• 29% never heard of Sweet Life• 4% never heard of Voodoo Doughnuts• 76% never heard of The Divine Cupcake• 58% said there is not a negative connotation
towards vegan and organic ingredients
Focus Group• Heard of Voodoo Doughnuts
and Sweet Life through word of mouth
• Opinions on organic and vegan desserts in terms of taste and quality
• More willing to go to places with a coupon
Recommendations 1. Advertise in student coupon book
2. Create Instagram and Pinterest accounts
3. Cater fraternity & sorority events
QUESTIONS?