Bake & Flake: Comprehensive Business Plan for a Gluten-Free Bakery

This business plan outlines the concept for 'Bake & Flake,' a gluten-free bakery venture proposed for Kuwait and the Middle East, targeting the health-conscious population with diabetes and obesity concerns. The plan details a comprehensive approach, including an executive summary, company overview, market analysis (emphasizing segmentation and the opportunity presented by the high obesity rates in Kuwait), marketing and sales strategies (including social media and delivery partnerships), management structure, and a financial plan. The bakery aims to offer a range of gluten-free products, customisation options, and additional services like wheelchair accessibility, dining, and delivery, with a focus on hygiene and competitive pricing to capture a significant share of the market and meet the needs of health-conscious consumers. The plan also includes a start-up summary with detailed financial requirements.

Business Plan

Table of Contents
1.0 Executive Summary...................................................................................................................1
2.0 Company Summary...................................................................................................................1
2.1 Company Ownership........................................................................................................1
2.2 Start-up Summary.............................................................................................................2
3.0 Business Description..................................................................................................................2
4.0 Market Analysis Summary........................................................................................................3
4.1 Market Segmentation........................................................................................................3
4.2 Target Market Segmentation Strategy..............................................................................5
4.3 Service Business Analysis................................................................................................6
4.4 Main Competitors.............................................................................................................6
5.0 Strategy and Implementation Summary.....................................................................................7
5.1 Marketing strategy............................................................................................................8
5.2 Sales Strategy...................................................................................................................9
5.2.1 Sales Forecast................................................................................................................9
5.2.2 Daily Revenue Forecast.................................................................................................9
6.0 Management Summary..............................................................................................................9
6.1 Management Team...........................................................................................................9
6.2 Management Team Gaps................................................................................................10
6.3 Personal Plan..................................................................................................................10
7.0 Financial Plan...........................................................................................................................10
REFERENCE.................................................................................................................................11

1.0 Executive Summary
The below mentioned business plan is based upon the concept of a bakery venture which would
be providing bakery offerings, especially sugar free and gluten free items for the people of
Kuwait and middle east. This idea has been proposed looking upon the large quantum of
population of this country affected by Diabetes and Obese. Thus, the venture seeks to tap the
health conscious state of people belonging to the location and thereby enhance the sales
prospects for the firm. This bakery would be offerings impeccable services like wheelchair
acceptance, dining facility, take away services, delivery via Uber Eats, free WiFi and many
more. The marketing of this venture would be done via platforms like Facebook, BlogSpot,
YouTube, Instagram, Pinterest and some others.
2.0 Company Summary
Bake & Flake would be establishing in Kuwait as the small scale bakery which will be
offering only gluten free products to its customers. Bakery will going to offer dining as well as
takeaway facility to its customers so that they can enjoy their food item according to their own
feasibility. Interior of the bakery would highly attractive and will clearly represent its agenda of
offering gluten free bakery items. Additional features of The Bake & Flake bakery would be
wheelchair acceptance, free WIFI, Outdoor seating area, availability of the parking and take
away facility. By taking into consideration health as well as choices of customers, the respective
owner of the bakery emphasizes on offering customised gluten free bakery items to its customers
in order to influence them to make purchase from the respective restaurant. Along with the
inclusion of gluten free concept the respective bakery owner also focuses on maintaining hygiene
level so that quality of products and services could be maintained. Here, economic pricing
strategy will be adopted by The Bake & Flake bakery in order to reach all type of customers
which will also maintain their sales performance after its establishment.
2.1 Company Ownership
The Bake & Flake bakery would be established by the Mr. XYZ who has already been
dealing in the bakery industry but now by considering the market of Kuwait and the middle east
the respective owner has planned to introduce a new bakery which would be mainly
concentrating on offering the gluten free bakery items that could satisfy the customers at
extensive level as they can easily enjoy their food without comprising with the health condition.
1

The Bake & Flake bakery would be started by the sole proprietor who will handle all managerial
activities at own level. Operational and in store activity of the bakery would be managed by the
hired experienced management team that will tackle all of the activities and also serve the
customers according to their needs.
2.2 Start-up Summary
In order to start gluten free bakery there will be the huge requirement of the capital
investment. For this, the respective owner will take a loan from the bank that would used to bring
cash within the bakery and all the activities related to the establishment of the bakery will be
performed with the loan amount only.
Start up plan:
Requirements Amount($)
Start up expenses
Licensing charges 1000
Manpower 1500
Kitchen equipments 2000
Marketing cost 150
Display area 200
Staff uniform cost 500
Other expenses 800
Insurance 1000
Furnishing 500
2

Legal charges 400
Total expenses 8050
Start up assets needed
Cash balance 500
Opening stock 800
Other current assets 150
Total current assets 1450
Long term assets 0
Total assets 1450
Total requirement 9500
Funding
Investor 1 2000
Investor 2 1500
Total investment 3500
Current liabilities
Accounts payable 0
Current borrowings 0
Others 0
3

Total current liabilities 0
Long term liabilities 0
Total liabilities 0
Loss at start up 8050
Total capital 1450
Total capital and liabilities 1450
3.0 Business Description
Kuwait and the Middle East is determined as the place whose localise citizens are highly
obese and faces other health related problems. The main reason behind this is the non healthy
lifestyle of people as they are not consuming healthy especially the food which is influencing
their health in terms of excessive weight that ultimately generates huge health issues in the near
future. By considering this in the detailed manner, the Bake & Flake bakery will be introduced in
the Kuwait as it has been seen that the current conditions of the market directly emerges
opportunity for this gluten free bakery which will also satisfy the needs of customers as they
would not required to compromise with the taste while taking care of their health. The unique
concept of gluten free bakery item along with the customisation will support the business idea
and enhance their profitability in the rightful manner. In simple words, it can be said that The
Bake & Flake bakery will be the solution for the food lover especially bakery one in the Kuwait
as they will be able to approach their favourite bakery item within their own area. The Bake &
Flake bakery would be mainly targeting health conscious people who do not wants to
compromise with the taste. Also, target would also be based on the individual who loves to
intake customised food so that exclude the ingredients which does not fits to their own
preferences. The Bake & Flake bakery will be opened from 9:00 am to 10 Pm for customers
however the operational hours for the same bakery would initiate from the 7Am to 11:30 pm.
Along with the bakery item such as Bread, rolls & buns, cakes & cheesecakes, muffins & cup
cakes, cookies & biscuit, doughnuts, sandwiches & wraps, dough & butter and others, The Bake
4

& Flake bakery will also include snacks and quick meals so that customers can easily find out
best food according to their core requirement and enjoy the food with gluten free options. In
order to satisfy the customers in more appropriate form, the restaurant will also be providing
takeaway facilities to its core customers in order to maximise their sales by providing extra
facilities to the customers. In addition to this, there will be formal tie up with the UBER eats so
that food items of The Bake & Flake bakery can be delivered to its customers.
4.0 Market Analysis Summary
The core concept of gluten free bakery items has been emerged with the deep market study
conducted on Kuwait in terms of healthiness. As per the information stated by food security
index, it has been analysed that Kuwait is acknowledged as the world’s highest percentage in of
obese. It has also been determined that around 42.8% of the total population in Kuwait is obese
(World's most obese nation? Kuwait (and the next four are Middle Eastern), 2014). After
conducting study on finding out reason behind this, it has been analysed that because of the
higher combination of overeating energy dense, sedentary lifestyle and high fat foods people of
Kuwait are moving forward towards the obesity. By taking this as the opportunity concept of
gluten free products has been emerged as the people are becoming more conscious towards their
demand health but still they are looking for the food which can provide best taste. It has also
been analysed that increasing incidence of celiac diseases in developed economies is placing
positive and influential impact over the sales performance of gluten free product in Kuwait.
Along with this, it has also been seen that gluten free bakery products are considered as the most
digestible food that helps individuals in enhancing their immunity system. This clearly depicts
that bakery which offers gluten free food products have vaster scope in Kuwait as it’s localise
people are becoming more conscious towards their health but still they believes in acquiring tasty
bakery food. Along with this, suitable market scenario and acceptance of people towards the
gluten free products simply enhances chances of success within the same marketplace. This is so
because, additional feature of customization in bakery products in bulk order directly develops
positive market base for the bakery which would definitely enhance sales performance of the
bakery in Kuwait after its launch.
4.1 Market Segmentation
Segmentation, targeting and positioning are the three most important elements of marketing.
These 3 together constitute the development of a strategic management model named STP. This
5

model is widely used by existing or upcoming organisations with a view to select the target
audience in alignment with the offerings of the corporation. In this relation, the entrepreneur of
The Bake & Flake Bakery has made use of STP model to select the target market for its sugar
free and gluten free bakery products.
Segmentation: It is the process of dividing the market place into targetable segments. In
this relation, it is inferred that segmentation of market is basically in accordance with one or
more of the 4 bases, namely, demographic, geographic, psychographic and behavioural. These
are explained in a detailed manner as follows:-
Demographics: Hereby, the segmentation of market place takes place in accordance with the
attribute or characteristic like income, education, marital status, age, occupation, ethnicity,
country of origin, nationality etc.
Psychographics: Hereby, the market place is divided into targetable segments in accordance with
the aspects such as hobbies, lifestyle, attitude, personality trait and pattern of people belonging to
a particular location.
Behavioural: This is a type of market segmentation base whereby the division of market place
takes place in accordance with the behavioural conduct as well as pattern of consumers like
brand loyalty, benefit sought out of consumption, purchase behavioural pattern, reaction to
channels of marketing or distribution used by the company etc.
Geographic: Herein, the division of market place into manageable and targetable sections is
done in accordance with the facets such as country, city, and state and so on.
On the basis of the study conducted upon the different bases in accordance with which
segmentation is executed by an organisation, it can be decided that segmentation of market for
The Bake & Flake Bakery would be done as per demographic and behavioural segmentation.
Targeting: This is the process concerned with selecting one or more segments to be
targeted for the products and services of the company. With respect to The Bake & Flake
Bakery, it has been acknowledged that this bakery would be targeting people belonging to age
group of 18 to 48 years and the segment of population which is health conscious. Both these
segments have been selected for targeting looking upon their likelihood for bakery items along
with their preference for healthy consumption.
Positioning: This is referred to as the process of placing the goods and services offered by
an organisation within the target audience. In this regard, it has been acknowledged that the
6

positioning of sugar free and gluten free products within the selected target segments would take
place by two main ways. One of the ways is identified as being social media marketing as this is
an effective way of creating awareness among the audience. The other way is by leveraging
partnerships with Uber Eats which would deliver its take away items to customers' homes.
Potential customers Growth
rate
2020 2021 2022 2023 2024 CAGR
Young age group 10 10000 11000 12100 13310 14641 10%
Tourists 12 5000 5600 6272 7024 7867 12%
Students 18 8000 9440 11139 13144 15510 18%
Others 5 1000 1050 1102 1157 1215 5%
Total 45 24000 27090 30613 34635 39233 45
4.2 Target Market Segmentation Strategy
Marketing is regarded as the most crucial facet for each and every organisation operating as a
part of the economy. Marketing is especially important for those entities which are upcoming
and have been proposed to emerge in near future. It tends to act as a road map through which an
7

entity seeks to correspond with the audience existing within the confines of market place. In this
relation, it has been acknowledged that laying down sound and effective marketing strategy is
one of the most crucial aims of an entity. This is important as with the help of marketing, an
entity is able to provide information associated with the venture as well as its offerings to the
public. When the individuals get knowledge of a new entity or business offerings, interest tends
to get generated within them to know more about the firm as well as the products and services
provided by it. Thus the corporations aim to stipulate a strategy which can appeal to the public at
large and pull their attention towards the venture. In response to this, the potential consumers for
the business offerings tend to get lured to gain knowledge about the quality and pricing of the
products and services provided by the venture. Looking upon this, the entrepreneur of The Bake
& Flake Bakery has recognised the significance of selecting sound channels and media for
marketing so that attention of public can be substantially gained and kept invested into the entity
for a considerably long period of time. This upcoming bakery would be offering high quality
offerings in order to instil a sense of loyalty towards the individuals who tend to visit the online
or offline mode of organisation to make a purchase of the concerned business offerings. The
marketing activities and plans have thus been crafted by the team of personnel having strong
marketing background professionally as well as academically which can be applied to yield
positive results for the venture.
To effectively carry out the marketing activities for reaching out to selected target audience, The
Bake & Flake Bakery would leverage the use of digital marketing on a wide level. Hereby, the
main strategies that would be used in digital marketing by the entity would be social media
marketing, website marketing, content creation, blogs etc. The Bake & Flake Bakery has decided
to make use of the most widely used and renowned platforms such as Facebook, Instagram,
BlogSpot, YouTube etc. to reach to the public at large and inform them about the unique
business offerings which are aligned with the demands and requirements of people prevailing
thereby. In addition to this, Partnership with Uber Eats is being looked upon as the strategy that
would provide assistance to the venture in delivering the offerings made by the bakery to the
public demanding it on the go. Thus, before mentioned are some of the ways through which The
Bake & Flake Bakery would promote the business and build its large customer base that exhibits
nothing other than loyalty towards the firm.
8

4.3 Service Business Analysis
It has been decided by the entrepreneur of The Bake & Flake Bakery to keep the outlet open
from 11am to 9pm. This is the time when individuals, families and peer groups like to visit the
food and beverage outlets either to experience the dining services or take away the offerings
developed by this entity. The service package of this upcoming bakery would be impeccable
with a larger base of employees working than required. This has been proposed so that customers
do not have to wait for their dining or take away orders. Further, the sugar free and gluten free
offerings of The Bake & Flake Bakery are the star attraction of this entity. As a result of this, the
venture would be able to capture the attention of large base of audience and meet their
expectations by providing them with timely and almost flawless services.
4.4 Main Competitors
The main motive of The Bake & Flake bakery is to emphasise on delivering higher quality
products to its customers along with the customisation services in order to gain competitive edge
within the same marketplace in rightful manner. It has also been seen that Kuwait is already
having lots of bakeries within the same market place due to higher obese percent. This simply
creates requirement on emphasising more on providing their quality of services to the customers
along with the customization in order to influence their interest towards them and maximise their
sales performance as well as profitability in rightful manner. In order to enhance approach of the
bakery on the customer, The Bake & Flake bakery will be having tie up with the Uber Eats
which would be delivering all the ordered gluten free bakery items to its customers. In addition
to this, in order to meet the expectation of the customers, the main focus of The Bake & Flake
bakery is to deliver quick services to the customers so that they can develop better image among
the customers. In addition to this, before introducing gluten free bakery products with the quick
services to the customers, management of The Bake & Flake bakery will initial conduct a market
research so that they can develop their understanding towards its existing competitors within the
Kuwait along with their core strength as well as weaknesses. This would definitely provide
opportunity to the owner of The Bake & Flake bakery to develop best strategy with which they
can easily gain leverage of their core weaknesses and grab attention of the customers by simply
offering them high quality gluten free bakery item as well as snacks along with the customization
facility as the additional feature. As a result, this would definitely open up vast opportunity for
The Bake & Flake bakery. With this market analysis, main competitor determined for the
9

respective bakery are The Breakfast Club, Jamawar Crowne Plaza Kuwait, Maki, Burj Jassem,
Pepper - Steak House, Salt Restaurant, Olio, Crowne Plaza Kuwait Rib Eye, Crowne Plaza
Kuwait Rib Eye, The Cheesecake Factory, Mais Alghanim etc. All of these are having good
market presence in Kuwait and could give higher competition to The Bake & Flake bakery while
establishing their bakery in the pre planned zone.
5.0 Strategy and Implementation Summary
For establishing successful in Kuwait, the main focus of top management of The Bake &
Flake bakery is to emphasise on developing effective strategy through which they can easily
establish their business and develop positive image among the customers and influence them to
make purchase from the same company in rightful manner. With reference to The Bake & Flake
bakery, the respective management team of the company has developed several strategies
through which they can easily attain success at the same marketplace. The first and foremost
strategy developed by this company is to acquire digital media of marketing especially social
media in order to aware maximum number of customers towards them in appropriate manner.
Here it is important for the management team of The Bake & Flake bakery to carry on some
social media campaigns on popular sites like facebook, Instagram, Twitter, Pinterest and others n
order to grab the attention of maximum number of the customers towards their gluten free bakery
that would consider health of customers along with their taste and also provide them opportunity
to bifurcate other ingredients too with the help of customisation facility in order to have to taste
of the bakery item as per their own expectation.
At next, the respective management of The Bake & Flake bakery will emphasise on
provide some discount and other kind of offers to its customers so that they can easily influence
their potential customers as well as other towards them in rightful manner. Discounts are seen as
the best activity which influences interest of customers towards the particular product or service.
The bakery will also initiate some loyalty program for its customers as they can easily develop
interest of the customers to become regular customer of the bakery with the motive of enhancing
their loyalty point which could be further redeemed by them in the near future. It is estimated
that loyalty program would definitely boost up sales performance of bakery as it was easier for
them to grab attention of maximum number of customer towards them and also influence them to
make purchase from the same bakery for longer period of time. The last but not the least strategy
adopted by The Bake & Flake bakery will hiring expertise and conducting few training programs
10