Professional Documents
Culture Documents
Business Plan
Business Plan
Kalie Herman
Table of Contents
Executive Summary
Business Vision
Potential Market
Management
Marketing Strategy
Pro-forma
Appendices
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Running head: FINAL BUSINESS PLAN
Executive Summary
Miracle Milkshakes is envisioned to be a kiosk stand within the Hederman Cancer Center
at Baptist Hospital. This oncology unit treats more cancer patients than any other oncology unit
in the state of Mississippi. The large number of cancer patients and their families passing
through makes it the perfect environment to open up Miracle Milkshakes. Miracle Milkshakes is
a kiosk business that prepares and sells its own milkshake creations. These milkshake creations
are tailored specifically for patients with cancer. They are high in calories, protein, and fat to
keep cancer patients from losing body weight and muscle mass. Not only would these
milkshakes be nutritious for them but they would also taste delicious. This would allow the
patients to get nutrient dense foods and a pleasurable milkshake in one. Miracle Milkshakes
would be located right within the Hederman Cancer Center making it easily accessible for
patients and their families. Miracle Milkshakes also delivers to rooms anywhere in the hospital
Miracle Milkshakes plans on marketing towards cancer patients and their families that
pass through the Hederman Cancer Center. Miracle Milkshakes plans to hang a banner outside
of the construction area that announces the kiosk is coming soon. Flyers and coupons will
initially be passed out amongst patients, their families, and health care providers within the
oncology unit. This will begin to notify future customers that Miracle Milkshakes is opening
soon. Social media will also be utilized to keep future customers up to date on construction, the
opening date, what Miracle Milkshakes is all about, and the menu. This will build customers
anticipation and get them excited to try Miracle Milkshakes. Once Miracle Milkshakes is up and
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Running head: FINAL BUSINESS PLAN
running, the flyers, coupons, and the use of social media will continue to be used to promote new
Miracle Milkshakes plans to start off with five flavors of milkshakes and grow from
there. Within a year, Miracle Milkshakes plans to strengthen financially while introducing
seasonal milkshakes and permanent milkshakes slowly. This will help to keep customers
intrigued and coming back for more. Within the next 2-5 years, Miracle Milkshakes plans to
expand the kiosk and provide more products to the customers. Seven years after opening,
Miracle Milkshakes plans to expand its services to other hospitals and oncology units in the area.
Business Vision
The vision of Miracle Milkshakes is in line with the mission statement for Baptist Health
Systems which is to pursue the highest quality care for all patients. Miracle Milkshakes
envisions doing just that by providing flavorful, high calorie and high protein milkshakes to
Cancer is a stressful time for patients and their families. There is what seems to be never
ending treatments that are hard on the patient’s body, physically and mentally. The treatments
lead patients to lose their appetite, alter their senses of taste and smell, and increase their energy
needs. The appetite, taste, and smell alterations can cause patients to decrease their intake
greatly. This combined with their increased energy needs can cause many cancer patients to
become malnourished. Malnourishment would cause the recovery process to take longer and
So, that is where Miracle Milkshakes comes in to provide the highest quality care for
cancer patients. Miracle Milkshakes will proudly serve high calorie and high protein milkshakes
to cancer patients in the oncology unit. Miracle Milkshakes are rich in flavor and creamy which
makes eating them so enjoyable. The high calorie and high protein milkshakes will allow cancer
patients to maintain their weight and muscle mass during their treatments.
Miracle Milkshakes plans to start small and grow big. The menu is going to start out
with just five flavors which are: Banana Chocolate Peanut Butter Shake, Strawberry Sherbet
Swirl, Cookies and Cream Creation, Mega Mango Milkshake, and Double Fudge Chocolate
Shake. After sales have showed a steady, strong income, more products will be introduced at
Miracle Milkshakes. More flavors will hit the menu, new products, and a variety of sizes.
Potential flavors include salted caramel, cookie dough, and coconut hot-fudge. Potential new
products include warm muffins, soups, breads, and homemade granola bars. Introduction of
these products will occur in 2-5 years, once the business is financially stable and is able to
expand. A variety of sizes will be offered based on customer of the original size. Based on their
Potential Market
Upon extensive review, Baptist Health System’s cancer unit, Hederman Cancer Center
treats approximately 2,000 cancer patients a year. That is more than any other hospital in the
state of Mississippi. Hederman Cancer Center is a three story cancer unit connected to Baptist
Health System in downtown Jackson, Mississippi. Of those 2,000 patients, about 40% of them
will lose weight during treatment according to the American Cancer Society (2012). At the
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Running head: FINAL BUSINESS PLAN
Hederman Cancer Center, bladder, bone, brain, breast, cervical, colon, esophageal, Hodgkin’s
prostate, skin, stomach, testicular, thyroid, and uterine cancer are all treated. With the wide
variety of cancer treatments, exceptionally high amounts of cancer patients seen each year, and
nearly half of them losing weight, it is evident that Miracle Milkshakes would succeed in this
type of market.
Within the potential marketing area, there is an ice cream shop that serves milkshakes but
milkshakes that are not as beneficial as Miracle Milkshakes. Miracle Milkshakes tailors their
milkshakes to meet the needs of cancer patients by providing high calorie, high protein, rich,
creamy milkshakes that they can enjoy right at their convenience. Patient services do offer
supplemental shakes for cancer patients but upon interviews with several dietitians at Baptist
Health Systems, many patients do not like these supplemental shakes. They complain of them
being powdery or gritty. Miracle Milkshakes would provide milkshakes that are smooth and rich
in flavor which cancer patients have said they would enjoy. Providing the patients with shakes
they would enjoy would allow them to maintain their weight and muscle mass while bringing
Miracle Milkshakes will offer a variety of high calorie and high protein milkshakes for
cancer patients. Upon opening, there will be five milkshakes available to order with plans to
expand the menu in the future. All milkshakes will be made with whole milk and carnation
instant breakfast mixes. These ingredients will boost calories, fat, and protein which are
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beneficial to those suffering from cancer. The flavorful milkshakes will hopefully make getting
those nutrients more enjoyable. The first five flavors will be Banana Chocolate Peanut Butter
Shake, Strawberry Sherbet Swirl, Cookies and Cream Creation, Mega Mango Milkshake, and
Double Fudge Chocolate Shake. The Banana Chocolate Peanut Butter Shake will be made with
1 banana, 4 tablespoons peanut butter, 1 cup chocolate ice cream, ½ cup whole chocolate milk, 1
package of chocolate carnation instant breakfast. This milk shake would provide the patient with
The second milkshake would be the Strawberry Sherbet Swirl. This milk shake would be
made with 1 cup of frozen strawberries, 1 cup of strawberry sherbet, ½ cup whole milk, and 1
package of vanilla carnation instant breakfast. This sweet milkshake would provide the patient
with 634 calories, 22 grams of protein, and 10 grams of fat. The other fruity milkshake would be
the Mega Mango Milkshake which would consist of 1 cup frozen mangos, 1 cup mango sherbet,
½ cup whole milk, and 1package of carnation instant breakfast. This milkshake would provide
the patient with 710 calories, 22 grams of protein, and 10 grams of fat.
Cookies and Cream Creation would be the fourth milkshake Miracle Milkshakes offers.
This rich milkshake would be made of 1 cup of cookies and cream ice cream, ½ cup whole milk,
3 Oreo cookies, and 1 package of carnation instant breakfast. This milkshake would provide
patients with 904 calories, 25 grams of protein, and 46 grams of fat. The last milkshake that
Miracle Milkshakes would offer at the grand opening would be the Double Fudge Chocolate
Shake. This milkshake would consist of 1 cup of chocolate ice cream, 1 brownie slice, ½ cup
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whole milk, and 1 package of carnation instant breakfast. Together, these ingredients would
provide the patient with 794 calories, 24 grams of protein, and 35 grams of fat.
Miracle Milkshakes would prepare all milkshakes at the kiosk stand in the oncology unit
at Baptist Hospital. Patients could order them at the kiosk and take them to go or stay and drink
them at some of the benches and tables right beside the Miracle Milkshakes kiosk. The patients
could also order a milkshake by calling Miracle Milkshake and placing their order. The phone
number and extension number would both be listed in the hospital booklet that next to their bed
with other information about the hospital. Call-in orders could be picked up or delivered to the
patient’s room wherever they may be in the hospital. The delivery service would allow those
patients that are extremely fatigued to get the nutrients they need to recover.
Management
Miracle Milkshakes would be made up of five employees. Four employees would be full
time employees who are responsible for taking milkshake orders, preparing milkshakes, ringing
up milkshakes, delivering milkshakes, and cleaning the kiosk area. These four employees would
also be responsible for routine opening and closing procedures of kiosk. These procedures
include locking the register and kiosk, cleaning all counter tops and work areas, recording
temperatures of refrigerators and freezers, and turning on/off all lights. The employees would
also be responsible for following all recipes and notifying the manager when ingredients are low.
Each employee would have a regular schedule of working 40 hours a week. There would always
be two employees on shift at a time. One to be at the kiosk taking orders and preparing
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Running head: FINAL BUSINESS PLAN
milkshakes all of them time while the other employee would aid in preparing the milkshakes but
The fifth employee would be the manager of Miracle Milkshakes. The manager would be
responsible for ensuring all employees are following standards, ordering ingredients, scheduling
shifts, marketing the products, and maintaining the budget. The manager would help out
employees when needed and be on call when not working. The manager would work 40 hours a
week.
Marketing Strategy
Miracle Milkshakes would begin marking their grand opening while the kiosk is being
built. A large banner that advertises the business would hang in the construction area. This
banner would say “Coming Soon: Miracle Milkshakes – Shakin’ Cancer One Milkshake at a
Time.” With the banner hanging up around the construction area, it will increase the anticipation
of future customers and allow them to gain an idea of what business is actually coming in. When
the grand opening gets closer, flyers and coupons will be handed out to patients and their
families. See Appendices B-1 and B-2 as a sample. The flyer will include information about
what Miracle Milkshakes is all about, their mission, and flavors of the first five milkshakes. The
opening date will also be listed on the flyer along with information to follow Miracle Milkshakes
on social media such as Facebook, Twitter, and Instagram. Involving social media will allow
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Running head: FINAL BUSINESS PLAN
Miracle Milkshakes to market towards more individuals. Initially, the social media websites will
keep future customers up to date on the construction process and the grand opening date to build
excitement amongst them. Once Miracle Milkshakes was up and running, the social media
All together, Miracle Milkshakes would market to their customers before the grand
opening through banners, flyers, coupons, and social media. After the grand opening, Miracle
Milkshakes would continue marketing through flyers, coupons, and social media sites. All of
these different types of marketing strategies would allow Miracle Milkshakes to reach as many
customers as possible.
Pro-forma
Miracle Milkshakes would have many investments within the first year of business in
order to start up successfully. This includes purchasing the kiosk, equipment, supplies, and
inventory. An estimated income statement is listed in Appendix A. The kiosk would cost
roughly $800 a month to rent for the year which comes out to be $9,600. Equipment must also
be purchased. Upon starting, one reach-in refrigerator, one reach-in cooler, three blenders, one
two compartment sink, and a cash register must be purchased. The seven pieces of equipment
combined will cost approximately $7,435. Supplies which include food products, cups, utensils,
napkins, and decorations will cost approximately $65,000 for the first year. Of the $65,000,
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$53,000 will be strictly food costs. This includes all ingredients: ice cream, sherbet, white and
chocolate whole milk, peanut butter, Oreos, strawberries, and mangoes. Cups, utensils, napkins,
and decorations will use the remaining $12,000 with some room for emergencies. Emergencies
include milk or ice cream spoiling, products expiring, product damage, and theft.
Based on the plan to hire five employees, Miracle Milkshakes would use $62,000 a year
to pay them. This would cover four employees working for the minimum and the manager being
paid $10.00 per hour to start off at. The employees would see a pay increase each year they
Miracle Milkshakes will be covered by insurance in case anything was to happen to the
Miracle Milkshakes plans to do all of the marketing and designing for advertisement
except the printing aspect of it. Miracle Milkshakes will pair up with Office Depot to print
banners, flyers, and coupons for the first year. This will cost Miracle Milkshakes approximately
$200.00.
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Appendix A
Pro-forma
Gross Sales 275,000
Beginning Inventory 60,000
Materials Purchased 73,000
Ending Inventory 45,000
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Fixed Expenses
Wages 62,000
Accounting and
Legal 1,200
Advertising 200
Rent 9,600
Supplies 73,000
Utilities 2,500
Repairs 0
Insurance 10,000
Misc. 1,000
Total 159,500
Appendix B-1
COMING SOON
MIRACLE MILKSHAKES
Miracle Milkshakes are nutrient dense milkshakes made
especially for individuals battling cancer. These delicious
milkshakes are smooth, creamy, and rich in flavor. The high
amount of calories, protein, and fat within each milkshake is
guaranteed to help with weight and muscle mass maintenance.
Flavors:
Banana Chocolate Peanut Butter Shake
Strawberry Sherbet Swirl
Cookies and Cream Creation
Mega Mango Milkshake
Double Fudge Chocolate Shake
Appendix B-2