W09 Application Activity: Management Framework, Part 2

Team Members:
Carolay Alcá ntara Maldonado, María Ló pez Castro, Carlos Trassierra Gó mez

1. Mission and Strategy. Fill in the table below using information from W08 Application Activity: Management Framework, Part 1.
Mission (What you do) Strategy (How you do it)
We will set up our lemonade stand in the main streets of Seville,
Murcia and the hottest cities of Spain. We will use social media
platforms like Instagram and Facebook to be known by our
We refresh, hydrate, and help people get their daily dose of vitamin-C. potential clients, share informational content related to the
products we will offer, engage our customers and increase the
recognition of our brand. In addition, we will make a website with
the same purpose

2. Priorities. Fill in the table below with risks that could threaten the success of your business. Risks towards the top of the list should
be a higher priority for your team.
Risk Category Name the Describe the risk Why did you put this risk into this How will you reduce or overcome
risk category? this risk?
Deal-Killer Competitors We think that can emerge people that Since lemonade is something easy to We will try to offer a unique product
copy our business pattern replicate it would be possible that and care of our brand.
somebody would try to copy our
business idea. This would be a serious We will always distinguish ourselves by
problem because we will have direct being the first one lemonade sellers in
competition and lose potential clients the Spanish market.
and incomes.
We will patent our company's brand.

Deal-Killer Acceptance The biggest risk we can predict is that It could be hard at the beginning to We will start with a very competitive
our product won't have the impact we bring a new drink option to the Spanish price so that people are encouraged to
would like. culture because people are not used to buy a lemonade cup instead of their
looking for lemonade when they go out. regular drinks.

We will make a plan for a good

 advertisement strategy focused on the
benefits of drinking lemonade.

During the launch week of our brand

we will give free-trials to the people
next the stand.

Path-Dependent Sell all year Our sales will probably not be constant Our sales can decrease at certain times We’ll focus on our mission which is to
round throughout the entire year. of the year. It won’t be the same to sell help people stay hydrated and get their
in summer than in winter. dose of vitamin-C all year long, whether
it’s cool lemonade in summer or hot
lemonade during the winter.
That way people will be encouraged to
drink lemonade throughout the year.

Path-Dependent Laws and Regardless of whether it is a large or
Regulations small company, there are certain laws
and regulations imposed by the Spanish
government in order to be able to sell.
Many companies do not know which
are those rules or requirements that
must be met before launching a
company and that leads to fines or
closure of the business.
Being familiar with the regulations that
we must follow, as well as being up to
date with changes in local government
policies that may harm or benefit our
business, we will also keep informed of
the tax payment that corresponds to us.

Operational Keep our Since we work with food products, it is The main resource of our products are We will keep the lemons under a
products important that they are kept in a clean, lemons, as it is a fruit that needs special suitable temperature, so that it
fresh and in fresh state, and in the best storage and care. It is important that we take prevents them from ripening and
good handling conditions. precautions in food handling to therefore rotting quickly.
condition guarantee adequate consumption by
our future customers. We will have the appropriate
containers for the storage of lemons as
well as sugar or other sweeteners.

Operational Have Have enough to meet our sales goal per It is important that we have enough Once we have established our goal of
enough day. stock so that we do not run out of the number of lemonades we want to
stock lemonade for a full working day. sell, we will use our tables of costs and
quantities of regular lemonade and
fancy lemonade, to calculate the
appropriate amount that we will need
to buy for a day.

3. Measurement. Fill in the table below with at least three metrics that you can use to evaluate your performance and make informed
decisions. Make sure at least one measures how well you deliver on your mission. At least one should measure how well your strategy
is working. This table becomes your implementation plan.
Describe the metric
Metric 1 Customer loyalty system, they
receive a stamp for each drink
Metric 2 Evaluate how are working our
social media strategies
Metric 3 To measure the quality of the
product (lemons) we will use two
levels: acceptable and excellent
Why did you choose it?
This loyalty system allows us to
catch the customer and commit
him to consume more frequently.
With a promotion similar to "after
3 drinks, the next one will be free"
it will be easier for our client to
obtain their doses of vitamin C, as
we will give them one rewarding
their loyalty.
One of the main points of our
strategy will be to be known
through social media. By
evaluating these sources, we will
be able to measure our efforts and
growth, and to be aware of the
impact we are making in our
community. We will be able to
detect potential problems as we
measure the feedback from our
clients.
This metric allows us to assess
how good the quality of our
lemons is, which will directly affect
the flavor of the lemonade. Also,
the use of fresh and organic
product differentiates us from
As our sales increase, we will increase
our ingredients’ purchases.
How will you measure it?
Every time a customer arrives for
the first time, we will offer them a
loyalty card. On one side of the
card, the prize is announced (a free
drink) and on the other side, there
will be spaces where we can put a
stamp for each drink made.
We will have a community
manager who will make the posts
and interact with our clients on a
daily basis. Also, this person will
be in charge to evaluate the weekly
progress of our social media and
make strategies to reach more
people. Every other two weeks we
will have a meeting with the
community manager and discuss
the progress, the strategies and
problems of our social media.
The acceptable level includes fresh
lemons. The excellent level
includes lemons which, in addition
to being fresh, are organic. Also for
cups, if they are made of recycled
plastic, the level assigned to them
Why is this the best measure of
performance?
For us, it is important to keep our
clients, since not only will it make
us have a more stable income, but
they will also be able to notice in
their body the benefits of taking
vitamin C (a strengthened immune
system).
To have a qualified person in
charge of our social media will be
the best way to succeed in the
area. In addition every other two
weeks we could be involved. Take
care of our social media and
discuss ways to get better.
Providing excellent service is a
goal for our team. Being the sole
suppliers of lemonade does not
mean that we do our job in any
way. We want to be known for our
excellent quality product, so that if
 other competitors. will be excellent. other competitors try to copy our
performance model, they will have
an added difficulty in matching us.
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