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Ice Cream Shop Business Plan Template [Updated 2021]

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VI. Marketing Plan


You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

  • Offering all-natural, freshly made artisanal ice cream in a variety of delicious flavors.
  • Located in a prime retail location in a highly trafficked part of town.
  • Offering the best ice cream at competitive prices.
  • Promotions Strategy

    [Company Name] will target all residents of [company location] within a 20-30 mile radius. The Company’s promotions strategy to reach the most clientele include:

    Public Relations
    [Company Name] will contact the local media to request a media blitz of the new, up and coming artisanal ice cream shop. They will be featured in local newspapers and publications as well as local television stations.

    Social Media
    [Company Name] will be active on social media and use targeted social media advertising to attract its most likely customers. The company will post frequently of upcoming specials, events, and seasonal featured flavors.

    Website
    [Company Name] will have an informative and attractive website that will feature professional photos of the shop, its ice cream, store hours, address, and contact information. It will also use SEO to constantly stay at the top of search engines for anyone searching for dessert/ice cream shops near them.

    Billboard
    [Company Name] will have a billboard in an area of town at a busy intersection where thousands of cars and pedestrians pass daily. The billboard will have an eye-catching picture of its artisanal ice cream that is sure to grab everyone’s attention.

    Partnerships with Local Schools
    [Company Name] will partner with the local schools and hand out coupons to all of its students to entice them to ask their parents to take them for ice cream at [Company Name]. They will also partner with the schools on fundraising options to benefit the school as well as the company.

    Partnerships with Local Businesses
    [Company Name] will partner with neighboring local businesses and request they hand out coupons for the company at their place of business in exchange for discounts for their employees.

    Pre-Opening Events
    [Company Name] will organize a pre-opening event designed for prospective customers, local merchants, and press contacts. The event will be fun and inviting in order to create awareness for the company. Attendees will be able to sample the different flavors of ice cream.

    Advertising
    [Company Name] will invest in advertisements in featured local publications, such as community newspapers and newsletters.

    Pricing Strategy

    [Company Name]’s pricing will be moderate so customers feel they receive great value when purchasing its products.

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