2a/ Mission statement:

Encourage baking at home. Providing baking mixes that do not contain GMOs and preservatives,

helping consumers easily create delicious cakes at home, helping family members create joy in

the kitchen at their home.

2b/

Non-Financial:

+ Product improvement and diversification:

- Research and introduce 2-3 new products and new flavors next year.

- Pay attention to consumer opinions on online shopping platforms. Typically, Amazon,

there by improve the bad points of previous products.

+ Build community:

- Build a community of people who love baking at home, create a blog on this topic. From

organizing events in this community, we can get many different opinions, learn more tips

to improve products, along with being able to promote the brand.

+ Ensure clean suppy:

- Cooperate with supplier have clean supplies that do not harm consumer health and the

environment. From there, we can build customer trust in the brand.

 Financial Goals:

+ Revenue Growth: Increase annual revenue by 15% - 20% compared to the previous year.

+ Cash flow to prevent risks: 15% of total value ($750.000 in 2015).

+ Working Capital Management: 20% of total value ($750.000 in 2015).

2c/ Competitive Advantage:

It's easy for a person who doesn't need to be good at cooking or have much knowledge to still

be able to make their own cake thanks to the specific indicators and instructions available in the

product. It is also very suitable for use in cooking lessons or entertaining children. In addition,

customers' curiosity after watching the "shark tank", it will strongly boost revenue. And natural

ingredients that do not contain preservatives and GMO will create purchasing confidence in

consumers.

Internal Strenghs Weaknesses

 - Quality ingredients: Do not have
preservatives and non-GMO.
- New concept: With ingredients
individually packaged and pre-
measured, making baking at home
easier and more convenient.
- Early success: Although it is a small
company, it has struck deals with
local grocery stores, expanding its
reach to customers.
Opportunities
- Market expansion: After appearing
on "Shark Tank," Scratch and Grain
Baking Co. landed a deal with Target
stores.
- Growing Market: 2015 is a time
when demand for convenient baking
External
products, safe ingredients, and
quality continues to increase,
providing expansion opportunities.
- Recognition: After appearing on
"Shark Tank", the brand continuously
appears on social networking sites
and is increasingly known to
consumers.
2d/ S.W.O.T
- High cost: Due to the natural and
demanding ingredients, challenges are
faced in keeping production costs low.
- Industry Competition: Face competes
with large companies that have been
around for a long time in the baking
market.
- Lack of employees: There are not
enough employees, so when orders are
overloaded and there are not enough
people to work.
Threats
- Reliability: Because it is a new brand,
consumers will still be hesitant to trust it
and the taste may not be suitable for
many people.
- Cash Flow Challenges: Financial
difficulties are always a problem for
newly opened companies and cash flow
to maintain operations is always a
problem (we can see that Scratch and
Grain Baking Co. shut down due to
insufficient cash flow to maintain
operations).