© Anastasia Barbashina 2024
case
Mono-confectionery with $1.650 of monthly revenue only by recommendations
An example of personal business creation without investing in advertising
Sphere:
food, local production, mono-confectionary, HoReCa
Business model:
B2C
Work period:
6 months (the project is now closed)
Budget:
minimum
Goal:
to launch and bring to the Mauritius market the project “Mono-confectionery Cheesecake Madness” as a premium product (one of the highest prices among competitors) that needs to be rebuilt by other market representatives
Cheesecake Madness is my first hand-made cheesecake project in Mauritius with the author's recipe (classic and 11 more different flavors). It became popular among local citizens and Russian speaking society without using any paid adverts. As well as in the Dumpling Madness project, we used high-quality products and individually approached every client's order
Why I have decided to open a mono-confectionary in Mauritius:
Big love to cheesecakes
The product with the author's recipe and lavish fresh fruit décor (an expensive product on the island) which stands out on the market and can be sold both directly to customers and local coffee and pastry shops
A lack of competitors that use the same high-quality ingredients
A desire to create a unique premium project with a wide range of cheesecakes (even for Moscow) that can be prepared specifically for your request and taste preferences
The tasks set and types of work done
Based on the analysis, I have done a lot of work on:
-
The creation of a unique selling proposition (USP) -
-
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The development of a promotion strategy and content plan
For a successful launch and operation, I had to do the following tasks:
01
Conduct market analysis, identify the target audience of the project, and consider promotion channels
02
Create an understandable and conveying type of activity naming for our business
03
Formulate an offer that helps to distinguish our product from others and use it at the launch of advertising campaigns
04
Create an Instagram account, fill it with advertising and selling texts, and start project promotion
To create and develop a successful project, I went through all the launch stages:
We have developed a marketing strategy taking into account the goals of the project:
- zero budget for promotion
- strong detuning from competitors
- premium segment and high-price
- only fresh and best-quality products (with proofs)
- product uniqueness - the author's lavish fresh fruit decor emphasizes the premium status of cakes (berries in Mauritius are an expensive product)
- 12 cheesecake flavors - an absolute uniqueness that can even beat the Moscow market, where competition is higher
- the ability to customize the cake (the client can choose berries or any other decor; adjust the amount of sugar, etc.; add candles or a postcard, etc.)
- 24/7 delivery all over the island
- prescribed free promotion methods that are available and relevant in Mauritius
- made a promotion plan for the project
- pack an Instagram account
- drawn up a content plan based on a well-developed offer
The result of the work
The main digital indicators that show the success of the launched project:
12 tastes
of high-quality cheesecakes which, according to the assortment line, bypass Moscow pastry shops
$80
the starting price at which our cheesecakes were successfully sold and delivered all over the island
$1.650 per month
sales of cakes on the island without additional investments in business expansion
By the end of the work, I also came to the following results:
- Cheesecake orders began to arrive before the launch of sales due to the well-thought-out visual
- The product quickly gained popularity in Mauritius despite the high cost (up to $165 per cake)
- The product was in demand and sold only according to the recommendation system, without using any paid advertising
- The product is unique, with an author's recipe, which has no analogs in Mauritius
For most of the time of the Cheesecake Madness project existence, our product sold itself. Recommendations were scattered around the island due to its spectacular appearance and cool taste. Some cafes in Mauritius have asked us to make a cheesecake, especially for them. On menus, our cakes were called "Slice of Heaven" because of the delicate texture and rich berry design. This project shows that starting and developing a business at the initial stage is possible without paid advertising and a large budget, but they cannot do without a professional approach and expert analysis
Anastasia Barbashina
Interesting facts about the project
Cheesecake Madness clients' reviews
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©Anastasia Barbashina 2024