Ready. Set. Cupcake! by The Piping Gourmets
I am excited to be working with my new client , Leslie Kaplan co founder of Ready. Set. Cupcake! by The Piping Gourmets. I met Leslie and her partner Carolyn at the Sumer Fancy Food Show of 2012 .Their products are a variety of No Mix, No Mess, frozen all natural oven- ready cake batters and ready-to-frost buttercream frostings for every cupcake lover to enjoy.
I told Leslie at the show that I was impressed with their product. It fills the niche of consumers wanting a quality product... the desire to bake it myself... without needing the skills of a baker. I call this the "timid baker" segment. They had the 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 Getting Ready to Pitch for Money and Shelf Space
Leslie wants some help formulating her investor pitch and her retail buyer pitch so we are working hard to get them ready for March 20. So they decided to work with my firm, The Foodpreneur, for guidance on preparing for the NYC OwnIt women's entrepreneurial pitch conference.
I thought my readers would be interested in following what Leslie and I do to prepare for the investor pitch and retail buyer pitch.
How to Get Ready to Pitch to Investors
We will be working on the investor pitch which will focus on these elements:
WHAT was the market problem
WHAT is your solution
HOW does the solution make money (your business model)
PROOF that a Market exists
WHY this team can make it happen (execute).
How to Get Ready to Pitch to Retail Buyers
Retail Buyers are like investors… they are investing their money in holding your inventory and giving you shelf space. So we are working on a "killer" presentation that will focus on two key elements… things that the retail buyer MUST hear from you. Read more abut Creating a Successful Food and Beverage Sales Pitch .
Merchants are the buyers and merchandisers so understand the following:
A merchant (buyer) is responsible for what comes into the store.
They manage the category price points, so you had better know your suggested retail price and how it fits the category
What is your suggested location for the product be located in a particular retailer's store?
Deliveries, how will you get it to the store or warehouse?
Unit turns weekly/monthly - What are you forecasting for sales volume?
If you have the right prices and gross margins the buyer needs to know things like:
What Consumer Segments You Will Address?
What will be your In Store Support for your new product launch?
Promotional Support (TPR, Scan Downs, etc.)
In Store POS
Tie-in with retailer e-newsletters, events
What will be your External Media to get the product flying off the shelf:
Other creative low cost ways congruent with brand
So follow my progress with Ready Set Cupcakes journey as they focus on getting on more retail shelves and on to their customers plates!
New Product Launches for Ready Set Cupcake
What's new? Filling the void for gluten free, dairy free tasty desserts, Ready. Set. Cupcake! by The Piping Gourmets is extending their line of easy to use, all natural frozen cake batters and buttercream frostings.
Their new products are GFCO certified gluten free, dairy free, kosher frozen chocolate cake batters. Following with GFCO certified gluten free, dairy free, Kosher frozen vanilla cake batter and two more frozen desserts in this same category.
Now everyone including those with gluten intolerance can enjoy Ready. Set. Cupcake! and have scrumptious home baked cupcakes in minutes, simply pipe, bake and decorate - no measuring, no mixing and no mess!