ICY LEAN, THE WORLDS FIRST PROTEIN ICE CREAM SHOP Santa Monica Beach, CaliforniaOpening Spring Break 2015

THE PROBLEM AND SOLUTION

Problem- I like dessert a lot but have to refrain from filling up on it because I like to stay fit. I also will end up eating it because it is so good, and then regretting it. The funny thing is that people eat ice cream on the beach, when they want to look in-shape.

The solution- low fat/sugar and high protein ice cream.

OUR TARGET MARKET-PROTEIN ICE CREAM WILL BE POPULAR AMONG CHILDREN FOR A HEALTHY DESSERT, PEOPLE WHO WORK OUT OR PLAY SPORTS, OR ANYONE IN GENERAL THAT LIKES ICE CREAM.

Nutritional Facts of Icy Lean vs. Dairy Queen23 grams protein vs 9 grams7 grams fat vs 10 grams 10 grams carbs vs 54 grams carbs

THE SIZE OF THE ICE CREAM INDUSTRYThe ice cream industry pulls in $5.4 billion in revenue per year. Dairy Queen made 2.5 billion in revenue last year.Our projected pull on the market is at least 10% of the industry. It will be easier to do with our new type of ice cream and sense of health in dessert.The average American consumes almost 22 pounds of ice cream per year. U.S. ice cream companies made more than 872 million gallons of ice cream in 2014. About 1.53 billion gallons of ice cream and related frozen desserts were produced in the U.S. in 2013. Sales of ice cream and frozen desserts rose 2.1 percent to $5.4 billion in the 52 weeks ended August 10, 2014, according to data from IRI, Chicago. Ice cream production reached 894 million gallons in 2012 and 897 million gallons in 2013, according to the U.S. Department of Agriculture. (Source: Dairy Foods magazine)The majority of U.S. ice cream and frozen dessert manufacturers have been in business for more than 50 years and many are still family-owned businesses.

THE FIRST ADVERTISEMENT WILL BE HANDING OUT SAMPLES TO UCLA ATHLETES.I will take videos of their reaction compared to another brand and ask if they recommend it. Buddytruk iphone app which is featured in Forbes as the best startup for someone under 25 used this tactic but instead handed out cookies.

SECOND AD

The second advertisement will be the most fit people in each gym. I will hire them for $15 to paint the name of our ice cream on their arm or chest during a workout.

SPRING BREAK RELEASE PARTY 2015

We will hold an ice cream party and fitness modeling contest to find out who gets to be on the napkins. The napkins will have sponsored fitness models on them, including their favorite flavor and workout tip. There will be a limit of 1 of these nice napkins per cone/cup and supply regular napkins for around the store.

THE ICE CREAM MARKET

The ice cream shop industry totals to $13.7 per year. I project to take at least .25% of this market within 3 years, totaling $34,250,000. Source (Fortune.com)

STORE LAYOUT

The store will be mapped out in a Dairy Queen/Nike store at The Grove Drive fashion. The difference is that there will be either projectors or TV screens showing fitness shows, interviews with our sponsored athletes, and music. The only difference is that it will be self served soft ice cream that will be weighed for sale with a toppings bar on the side.

PRICING

The price per cup will be $5. A cup can be weighed out for a price per ounce.

LOCATION

The location will be in Santa Monica next to their muscle beach. There is a lot of money in Santa Monica and people willing to spend more on a cone to get a better product. This area is very physique conscious due to the climate. They will want to get fit while chilling out with ice cream.

COST

I predict the store will cost $150-$200k to make. I could always start with an ice cream cart that is $70-$100 a day to rent and $50 of inventory.