Beckys Blissful Bakery Beckys Blissful Bakery 214 Oakton Ave Pewaukee, WI 53072 5461 Retail Bakeries NAIC:

311811 Beckys employees 5 year round employees, and during the holiday season it increases up to 10 employees due to the increased demand during that time of the year. Products: Caramels Cinnamon Apple Crisp (Seasonal Item) Original Cashew Beer and Pretzel Original Sea Salt Espresso Dark Chocolate Dark Chocolate Sea Salt Chai Tea o Specialty Items Beckys Blissful Bakery Apron Beckys Espresso Caramel Sauce o Gift Packages Local Favorites Classic Combo Sweet & Salty Combo Beckys Blissful Bundle Wedding / Party Favors Beckys capacity of making goods is 588 boxes per day. If Becky were to reach her capacity, she would make about $6,100 per day. Beckys Blissful Bakery is a Retailer from 9:00am-1:00pm on Saturdays, a Distributor to all of their business customers, and a Manufacturer for making/mixing all of the raw materials together to make the caramels. The products that will be sold to food stores (SIC code category 54) will be the 100% Organic Ingredient Caramels. The boxes are already packaged and sold at locations such as Piggly Wiggly, Outpost Foods, Sendiks, and Whole Foods. They are also sold at The Pfister Hotel, SIC Code 701. o o

Information we know regarding the company: Beckys Blissful Bakery started in 2007. All 7 products of Caramels are gluten free and organic except Pretzel & Beer Caramels. One location in Wisconsin. Vendors- United Natural Foods (largest distributor of organic foods), Linneas Candy Supply, WP Bottle Co., Nashville Reps., and Associated Bag. Multiple backup vendors Logo and Marketing design was created by Waukesha County Technical College Student 40% of Beckys Blissful Bakerys business is done in November and December. There is no advertising just free press All products get tested in a lab There are two different types of prices-wholesalers prices & retail prices. They personally deliver products to every store (once a week, once a month, or twice a month). Beckys Blissful Bakery focuses on larger companies to sell products. Retail Hours: Saturday 9-1PM, by appointment. Also affiliated with Pewaukee Chambers of Commerce, Our Milwaukee, and Waukesha Business Alliance. Company Hisory The history of Beckys Blissful Bakery started out in her very own home in the kitchen. Being a stay at home mom watching her child and staying in on the cold winter days, gave her time to do a lot of baking. Becky never had intensions on making her baking into a full-time job, which originally started as a hobby. Beckys main supplier is from a local store called Good Harvest. One day when she was talking to the manager at Good Harvest, he asked her about her caramels, they began to talk about how she uses only organic ingredients. Becky and the store manager had made an agreement for hell to sell products in their store back in 2007.

Current Situation Since 2007 Becky and her five employees have relocated out of her home and have a building located in Pewaukee, WI. She has also stretched the product line to eight different types of caramels, which now have a oneyear shelf life unlike prior years. Becky also does more than just make the caramels, she also does specialty items, wedding favors, and gift packages. Beckys caramels can be bought in 21 retail areas around the Waukesha, Pewaukee, Madison and Milwaukee. Becky is also currently partnering with Stone Creek coffee to make her Espresso Dark Chocolate caramels. Becky is also using United Natural Foods, Inc. (UNFI) as her wholesaler, which is a national distributor of natural, organic and specialty foods. Becky also uses Nashville Wraps for her boxing and bagging of the caramels as another wholesaler.

SWOT Company Strengths 100% organic products Local partnerships and support No competition Not many employees Store is only open a few hours a week, minimizing running expenses Everything is hand made No middlemen in the distribution Has been in newspapers and publications, and on social media networks Weaknesses Store hours are very limited Only organic products offered Not necessarily a bakery Limited products and assortments Distribution and transportation of the product Opportunities Reaching other retail stores to sell products Expanding into a larger product mix More local partnerships Hiring more staff to help promote and produce In the future, another location in Northern Illinois Threats Unable to get the supplies from the supplier Another companys competition with caramels and bakery items Legal issues against product and liabilities, insurance

SWOT Product Strengths 100% organic, and variety of flavors Small batches made by hand, low heat, making it perfect Private label of coffee blend Increased shelf life Brown rice syrup in place of corn syrup Weaknesses Time consuming and careful to make Limited variety of products, limited seasonal items Not many employees to help Distributing the product Expensive, small quantities Opportunities Expand in more bakery items, or assortments New packaging and labeling combined Variety packs and sample like packs Include non-organic items also Include more retail locations for products Advertise locally for more recognition Threats Competition entering caramel market Inability to receive organic materials Lack of help to distribute and produce Increased marketing and promotion costs Legal issues / food compliance laws and insurance

The confectionary and/or bakery industry is currently a booming business. Since its that time of the year, the holiday season is getting started in full swing. Halloween is one of the biggest selling times for candies and confectionary goods, Thanksgiving and Christmas is when confectionary and baked goods are in very high demand. Everyone tries to look for that perfect gift for all of their family members when they come over for Thanksgiving dinner, or for Christmas Eve, including businesses who buy for their employees and the company. Not only is the timing good for Beckys at this time of the year, but since she uses only 100% organic ingredients, it is following the current social behavior of a lot of American households. People nowadays are trying to be more health conscious, but they still want that delicious tasting treat to snack on. There is a huge demand for this industry in todays markets, and it wont be going away anytime soon, Americans will only get more into the trend of healthy eating with only organic ingredients.

Seroogys o 144 N. Wisconsin St. De Pere, WI 54115 o SIC: 544101 Candy & Confectionary-Retail NAIC: 44529202, Confectionary and Nut Stores o They have about 50 location employees, and locations in De Pere, WI and Green Bay, WI. o Seroogys sells homemade chocolates, candies, meltaways, caramels, fresh roasted coffees and gift assortments. o The location volume sale for the De Pere location is $5,950,000. o They are a private business making and selling homemade chocolates. o Seroogys is located in De Pere, WI, and also Green Bay, WI for more than 100 years, they have specialize in homemade, hand dipped chocolate candy, including toffee, meltaways, caramels, snappers, fudge, nut clusters, sugar free chocolates and much more. Their target market falls under the SIC code 2064 candy and confectionery. o Information we know regarding the company Began making chocolates 111 years ago started in 1899. Two locations one in Green Bay, WI and one in De Pere, WI. Family owned business. They Deliver/ Ship. They carry Christmas candy, Chocolates, Homemade caramels, Mint candies, Licorice Candys, Roasted coffee, and also Sugar free candies and chocolates. Their open 9 am to 9 pm, weekdays 9 am to 6 pm, on the weekends. They use social networking such as Facebook and Twitter. You can place orders online. They do fundraising. They do seasonal and sport orientated products. 1. Company History The Seroogys started making chocolates 111 years ago in De Pere, Wisconsin. Since 1980 Jim and Joe Seroogy own and operate their family business. Their grandpa Joe and Uncle Sol were the original owners and creators of Seroogys and their chocolates. In addition to their store in De Pere they also have a store in Ashwaubenan, Wisconsin near Green Bay.

2. Current Situation Seroogys is currently using the same recipes and methods that their grandpa and uncle used to make their chocolates today. You can order online and have your chocolates shipped to you at the standard shipping rate or by the chilled shipping rate on those hot days. Or you can stop in Seroogys and pick up your chocolates at their two locations. Seroogys offers fundraising programs were every group could sell their chocolates and earn a minimum of 50% of their profit. Seroogys Fundraising products consist of eight varieties of chocolate bars, four variety of homemade chocolates, two Christmas chocolates, three Easter chocolates, Fudge, and eight varieties of their signature coffees. Seroogys is currently open everyday of the week.

3. SWOT Company Strengths Well established, over 100 years Homemade products Located near Lambeau Field Well made website with information Involved with fundraising, and events Involved with social media and free advertising Variety of products, including sugar-free Distributing through USPS 2 locations, open every day of the week No middlemen or warehouses in between Weaknesses Could expand with local activity and businesses Expand their market into other retail stores Many products leads to increased potential competition Time consuming, old techniques still used Increased cost of locations, or new equipment/products Increased chilled transportation costs Opportunities Expanding into new markets/retail stores Increased local activity, other than fundraising Location in Southern WI, or northern IL New products or markets to discover Distribution solution to help provide southern WI More focus-advertising on a particular product New technology and equipment

Threats

Competition against a large product line Suppliers inability to deliver materials Financial risk of new equipment, or product testing Legal issues against products Complaints about melted chocolate in shipping Inability to provide for Southern WI efficiently

4. SWOT Products Strengths Many products, and varieties of each Customized Green Bay products Private label coffee Homemade, quality products Sugar free and healthier treats available Many assortments, gift options, and basket packages Seasonal products, and bulk items Delicious chocolates and treats for over 100 years No middlemen, or warehouses in between Weaknesses Increased competition against many different products Chocolates melt in temperatures above 70 No organic products are offered or used Limited availability to distribute Expensive costs to distribute, and ship cool Little local partnerships, events Little advertising and promotional efforts Opportunities Become more involved in the community Invest in more promotional activities to increase awareness Invest in new machinery/equipment to improve the process Invest in a way to improve chilled shipping/distribution Availability of products in more retail locations More focus on a particular product Displaying Packer/customizable products in the stores for uniqueness Threats Chocolate melting, unhappy customers Increased financial costs, and investing issues Legal issues with customers allergies, or other complaints Competition against many different products Time consuming, more expenses with 2 locations Increased marketing and advertising costs

Maroon Bells of Colorado o Maroon Bells Corporate Office o 8600 Park Meadows Drive, Suite 100 o Lone Tree, CO 80124 o 5812-03 Ice Cream Parlors o 4 current locations, 2 opening soon. They are located in Colorado and Wisconsin. o Chocolates, Truffles, Ice Cream (cups, cones, and sundaes), Shakes, Malts, Smoothies, Cakes, Cupcakes, Quarts, Coffee and more. o No sales are currently available o Maroon Bells of Colorado is a retailer in their four current locations, they manufacturer all of their own chocolates, and distribute them to all of their locations in Colorado and Wisconsin. They also are an OEM (Original Equipment Manufacturer) for the packaging of their products. o Maroon Bells Colorado is an upscale caf specializing in fine gourmet chocolates; homemade ice cream and premium roast coffee. With their main focus on the gourmet chocolates and premium roast coffee in the winter months and their homemade ice cream in the summer months. Their target market falls under the SIC code 2064. o Information we know regarding the company. They do catering Four locations, two in Colorado and two in Wisconsin Do gifts for occasions They make gourmet chocolates, homemade gourmet ice cream and premium roast gourmet coffee Retail hours Monday-Saturday 10am-9pm; Sunday 11am-6pm Nine different types of chocolates and fourteen different types of truffles Forty one different flavors of ice cream and fifteen toppings Five different varieties of coffee Ten cupcake varieties and three cake varieties Eleven different shakes and malts and two smoothies 1. Company History Maroon Bells of Colorado name after Colorados famous mountain, The Maroon Bells Mountain. Owned by John Crayne and Dave Reynolds. Before starting Maroon Bells of Colorado they tried buying Quality Candy out of bankruptcy. Maroon Bells is only located in Denver, Colorado and Milwaukee, Wisconsin. The reason Maroon Bells in Milwaukee is because the owners John Crayne and Dave Reynolds are from Milwaukee. John and Dave both have past experience in the upscale candy industry. Maroon Bells opened late of 2010 in Wisconsin.

2. Current Situation Maroon Bells currently had two locations in Wisconsin and has two locations in Colorado. In Wisconsin their two locations are at Brookfield Square Mall and Bayshore Town Square. All their chocolates are made in Denver, Colorado in their chocolate factory. They are currently producing a variety of different types of chocolates, several different flavors of ice cream, and a variety of hot drinks like coffee. 3. SWOT Company Strengths Company has a few locations Located in both Brookfield and Bayshore Mall Recognized in publishings, and FOX 6 In store contact during the week Extensive knowledge and experience Up-scale, with a variety of products Weaknesses Not an organic company Competition from different industries with similar products Made in Colorado, shipping can be pricy More employees, more locations, and more responsibility Corporate office is located in Colorado Opportunities Including organic products Establishing a WI based corporate office Investing in machinery to produce in WI Build more local relationships and partnerships with companies Include a special seasonal item Threats Competition against many different products Liability with more locations and employees Inability to receive products on time Distribution and transporting costs, or issues Financial risk of investing in WI based operations

4. SWOT Product Strengths Many different types of products Premium chocolates, ice creams, and roast coffees Corporate gifts are available Catering is offered Gifts by occasion, baby shower, wedding etc. Extensive product knowledge from training chocolatier in Europe and US, and building factories from Peru, to Shanghai, working with cocoa suppliers worldwide. Many different flavors, types, and sizes of products Weaknesses Not a specific focus on one product More information needed on catering, and gifts Supplied from their CO facility No caramel products Distributing the product, and transferring from locations Opportunities Investing in new products, or caramels Putting more focus towards one particular product Variety packs or sample packs Find more local partnerships to team up with Investing in producing the products in WI Advertising products depending on their seasonal demands Coupons, discounts, or other promotional offers Threats Variety of items means there is other competition Not being able to obtain products or materials in time Liability and record keeping of products and shipments Increased marketing or promotional cost Problems distributing between CO and WI Any legal issues or other liabilities