Merry Cake - creative strategy

MERRY CAKE Luara Arabi Master of design and innovation Strategic design Lab Jul/2013

WHY

The amazing feeling we get when our wishes come true.

WHY I can’t eat sugar, it would be great if I could have a well designed sugar free cake.

I wanted to try to make a cake that was different and remarkable.

I want to make a personalized gift for my girlfriend, and she loves cakes!

The websites of custom made cakes that I know are not really good, I don’t trust.

Ii could be easier to communicate my ideas for the cake.

HOW How might we make it easier for people to express their wishes and needs?

____ �FREE�

MASS

PRODUCED �CAKES�

FAKE�CAKES�

ATELIER OF CAKES�

HOMEMADE CAKES�

_INEFFECTIVE COMMUNICATION �

_FEW CHANNELS�

_ONLINE EXPERIENCE �NOT SATISFACTORY�

$$$$$�

$$$�

$�

$$�

SPECIAL NEED �

65% - 90%�LESS OPPTIONS�DEPENDING ON THE NEED �

MARKET TODAY

_MORE INFORMATION �

_USE DESIGN AND DIFFERENT KINDS OF CHANNELS�

_IMPROVE ONLINE EXPERIENCE AND MAKE IT EASIER AND FASTER �

$$$$$�

MARKET CHANGE

____ �FREE�= �

+ �$$�

$$$�

WHAT

VALUE PROPOSITION

DREAM CAKE�It’s a cake customized according to the customer wishes, especially designed for people with special needs (food intolerance, allergies, and another issues related to food), and people looking for better ways to create their custom cake. (planning/calendar > basic options > describing > extras > delivery information > payment)

DIY CAKE�It's a small cake (1kg) with different stuffing possibilities, covered in white foundant and delivered with edible color markers. This product allows a larger production scale. (basic options > delivery information > payment)

WORKSHOPS AND TASTING �costumer can schedule a tasting or a workshop on how to decorate their own cakes. (workshop/tasting information>agenda/calendar>payment)

KEY RESOURCES�

CUSTOMER �SEGMENTS�

VALUE �PROPOSITIONS�

CUSTOMER �RELATIONSHIPS�

CHANNELS�

REVENUE STREAMS�COST STRUCTURE�

KEY �PARTNERS�

KEY �ACTIVITIES�

Wedding planners and event organizers

People with food intolerance, alergies or/and any special need in a cake

Cake lovers, people who wants to be envolved and learn about cake decrating

People who dream about their wedding, kids first birthday and the perfect cake

Anyone who wants to have/gift a personalized/unique cake

Brand

Home factory

Delivery

Technology

Suppliers

Candy stores

Event organizers

Magazines

Blogs

Cakes Brides Kids

Cooking Brides Mothers

WHERE

METROPOLITAN REGION OF SÃO PAULO �

WHERE

TIMELINE

AGO� SEP� OCT� NOV � DEC�

_Platform upgrade _Business plan

_Contact partners

_Technological assistance

_Prototype Platform Workshops

_Divisibility of the products

_Build the platform 1.0

_Prototype products + delivery

_Communication and costumer relationship

_Reviews and corrections

THANKS