1.

Company descriptions:

 Wicked Good Cupcakes was formed by mother and daughter Tracey Noonan

and Danielle Descroches. The company opened a store in 2011 in Cohasset.

 Wicked Good Cupcakes appeared on Season 4 of Shark Tank where it

received an investment from Kevin O'Leary of $75,000 in exchange for

royalties.

 Since their appearance on Shark Tank, Wicked Good Cupcakes has become

the "go to" website to buy unique and gourmet baked goods online. They

continue to grow and innovate, constantly creating new products for their

customers. To this day, everything they do is still homemade and baked from

scratch. Tracey and Dani wouldn't have it any other way.

 Company revenue: 4.5 million $ annually.

2. Products descriptions:

 Original products are cupcakes in jar. Each jar is hand packed with the

equivalent of 2 CUPCAKES and lasts up to 10 days without refrigeration or

 can be frozen for up to 6 months. The products are shipped anywhere in the

US.

 These Wicked Good cupcake jars make great gifts for any occasion or just

to send someone something special.

 In addition, they have other versions for the customer: cupcakes in birthday

boxes, gluten-free cupcakes, party packs.

3. Global market:

 Wicked Good Cupcakes is still in the US market only. However, the investor

and also the counselor of the company, Shark Kevin O'Leary is known as the

entrepreneur that has connection and vision to bring WG Cupcakes outside

US borders.

4. US Cake market size and share:

 US consumers spent 9,05 billion US dollars on cakes in 2017. Cupcakes

accounted for 18%. Meanwhile, dessert cakes are still the most choices to

Americans.

 However, the tastes of customer are changing. According to the report by MIX:

Food,

“Indeed, consumers are willing to pay a little bit extra for a small indulgence made

with quality ingredients, according to Amanda Topper, a food analyst at Mintel, as

the market has seen with the high-end cupcake and donut trends”

— MIX: Food, January 2015

Another trend indicated by International Markets Bureau: American Eating

Trends Report…Cakes, Oct. 2012

“According to Euromonitor (2011), total retail sales of cakes in the U.S. were

US$12.6 billion in 2010, having experienced a compound annual growth rate

(CAGR) of 2.2% since 2006”

“New television shows focusing on cakes and cupcakes and a shift away from

only dessert and special occasion consumption, combined with more in-home

entertaining due to the recession, is supporting growing sales for both in-grocery

and independent bakeries”

— International Markets Bureau: American Eating Trends Report…Cakes, Oct.

2012

5. US Cakes eating habits: (Powerpoint)

6. Vietnam Cakes eating habits:

- According to Business Monitor International, the consumption of sugary

products in Vietnam in 2016 was just over 2 kg/person/year, lower than 3

kg/person/year of the world. The report also indicated that 65% of consumers

in rural area were not interested in sweet cakes in general. Therefore, the

domestic market is very potential.