It is anticipated that prices will be competitive with other businesses that sell shave ice on a smaller basis. THE MARKET The purchase of hand-dipped ice cream and related products is basically an impulse-type purchase by a consumer relating to one of the following stimuli: Passing by the Shoppe on the way to another destination, Visual contact with the Shoppe's signs, Observing someone else consuming one of the Shoppe's products, The final course dessert after a meal has been consumed elsewhere.
The Shoppe is well within walking distance from anywhere in Davis Plaza in five minutes or less. Among the financial results that have already attracted the attention of the public and hence engaged the interest of boards of trustees is the attainment of a proper ratio of expenditure for books to the expense of administration.
A written policies and procedures manual will be the foundation for that that training.
The fact that Davis Plaza is enclosed and self-contained will make Fran's products very visible to many shoppers, particularly since all products will be served in containers that display the Fran's logo.
Ice Dreams will target all segments of El Centro's population: children, teenagers, and adults. Since the Shoppe will be in a corner location, the Shoppe will be visible from several directions in the "I" shaped mall.
Competitive Comparison No other business in El Centro specifically caters to the shave ice market on a large scale. Large, colorful neon signs will be located over the dipping cabinets, making them visible from both the food court and from down the mall.
The food court houses 17 places to eat. Snow Shack sells sno-cones through a small, one-person trailer with limited choices of syrups.
Weaknesses: The main weakness of sno-cones sold by Garcia's Market is that they do not sell quality syrups and prefer to sell the more inexpensive brand with lower quality taste.