V. Competitive Analysis
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Direct & Indirect Competitors
The following establishments are located within a 20-mile radius of [Company Name], thus providing either direct or indirect competition for customers:
Billie’s Creamery
Billie’s Creamery is an old-school, traditional American frozen yogurt parlor that was founded in [Location] in 1985. It was an instant hit with the locals and was able to expand soon after opening. Now with several locations across the U.S., Billie’s Creamery will be a fierce competitor due to its high-quality frozen yogurt that is made fresh daily. Furthermore, Billie’s offers an unparalleled number of flavors, including birthday cake, peanut butter surprise, and chunk of fudge. With its popularity and high-quality offerings, Billie’s will be one of our toughest local competitors.
Sub Zero
Established in 2004, Sub Zero is a popular frozen yogurt franchise that offers a self-serve experience. Customers come in and pay for a cup to fill with whatever frozen yogurt and topping they want. Each location has several machines that dispense a variety of frozen yogurt flavors and toppings that can be used by customers without the assistance of any staff. This allows customers to create confections that are truly unique. We expect that Sub Zero will be a tough competitor for customers who want a self-serve experience over a predetermined recipe.
Frozen Depot
Founded in 1970, Frozen Depot is a [Location]-based provider of frozen yogurt, ice cream, smoothies, milkshakes, and other frozen desserts. They have over 50 flavors of frozen yogurt and dozens of toppings. They have several premade concoctions to choose from but also offer customers the option to create a custom frozen yogurt treat. Frozen Depot also makes ice cream cakes for special occasions and sells prepackaged pints of their most popular ice cream and frozen yogurt flavors. Since Frozen Depot has been an important part of the community for several decades, it will be a difficult competitor for our target market.
Competitive Advantage
[Company Name] has several advantages over its competition. Those advantages include:
- All-Natural and Homemade Ingredients: The company’s competitors use packaged frozen yogurt that was made weeks ago in a large warehouse and sent out for distribution. [Company Name]’s frozen yogurt is made fresh, in-store, using all-natural ingredients.
- Location: [Company Name] will be located in a highly trafficked, prime retail location in a busy intersection of town.
- Relationships: [Founder’s Name] has lived in [Location] all of her life and has raised her family in the same community as her target market. She has many connections with the local schools, churches, and organizations.
- Pricing: [Company Name] will offer premium frozen yogurt at a price point that is competitive with other establishments and be moderately priced for fresh, all-natural frozen yogurt.
