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Domenick Celentano

Business Pitch Ready. Set. Cupcake!

By July 12, 2012

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Ready Set Cupcake Founders Leslie Kaplan and Carolyn ShulevitzOur small business pitch today is Ready. Set. Cupcake!  Founders Leslie Kaplan and Carolyn Shulevitz fill the niche of consumers wanting a quality product... the desire to bake it myself... without needing the skills of a baker. Perfect opportunity identification and product positioning. No wonder they are getting on the shelf... the retail buyer sees this in their product pitch and in the product itself.Ready. Set. Cupcake! natural, frozen cake batters and buttercream frostings.

A nice side effect of running this small food business pitch is seeing great food entrepreneurs take their idea and turn it into a viable product that gets on the shelf. I also am learning about a whole range of ethnic and artisan foods.

You can read the Ready. Set. Cupcake Business Pitch and add your comments here about what you like and how you would give Leslie and Carolyn some tips on improving her pitch.

Here are my comments on the pitch

This is a business pitch that you can learn from so I had very few suggestions.

Your One Line Pitch

When I met Leslie and Carolyn at the Summer Fancy Food Show, I immediately saw the uniqueness of their product. So I took the liberty of writing their one liner "Ready Set Cupcake meets the consumer needs of desiring a quality product... the desire to bake it themselves... without needing the skills of a baker." Many people are intimidated by baking... it is more precise vs. cooking... I admit I am in this camp.  So I recommend they play this up as part of their product positioning in the future.

Who is Your Target Market (your customers)

They said  "women make up majority of shoppers and specific segments are single mom, grandmother, teenager and even single dads." The single dads are a "sleeper" and untapped segment as far as I am concerned. I can see this as the target and recommend looking at each as segments to determine the type of messaging that resonates with each segment as well as where those customers segments happen to be listening. For example Mommy bloggers have the ear of moms and probably no so much for single dads.

Leslie and Carolyn did a great job in their pitch and I want to thank both of them for their  work.  This was a great exercise showing other food entrepreneurs the elements of a great business pitch and retail buyer sales pitch.

What other comments can you give them?


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