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Table of Contents Page

Executive Summary 1
Problem... 2
Customer Segments. 2-3
Unique Value Proposition... 3
Solution 3-4
Conclusion... 4
Bibliography.... 5

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I. Executive Summary
II. The Vanilla Dog is downtown Charlestons newest attraction. A delicious comfort
food restaurant with a fun 50s feel that makes you feel like youve gone back in time. The
Vanilla Dog serves delicious comfort food and sweet desserts that will make your mouth
water. The prices are low and the service is excellent. Everything is accessible and
convenient. The Vanilla Dog is full of fun for all ages and all occasions. With multiple
food options, and various activities to do throughout the year, Vanilla Dog is the prime
restaurant for all your families outings.
III. The food served at the Vanilla Dog is 100% fresh, and the meat served is from
livestock that hasnt been raised on antibiotics. Our food is homemade and is made fresh
when ordered. Our menu consists of multiple food and meal choices. We offer child and
adult sized portions, and we have a childrens menu with fun coloring pictures and
activities. Our food items consist of hamburgers, fries (regular and loaded), chicken
fingers, barbeques, buffalo wings, hot dogs, and much more. There are vegetarian options
as well as plenty of items that steer clear of ingredients known to be high risk for allergy
customers. At The Vanilla Dog we pride ourselves on being one of the number one
competitors in the fresh and healthy food market. We care about our customers and their
health is our number one priority.
IV. Our dessert menu is loaded with sweet treats and cold delights. The ice cream bar
is filled to the top with a variety of flavors and an array of toppings. This is a great
attraction for all ages. We also serve milkshakes, pies, cupcakes, cookies, and other ice
cream novelty items. Another fun feature in our dessert menu is the Sundae! Sundae!
Sundae! Challenge. Challengers must eat 1 pounds of ice cream a 40-minute time
period. Failure to do so will result in your picture being added to the Wall of Shame.
Completion of the challenge consists of a specialty t-shirt, your picture being added to the
Wall of Fame, and free ice cream for a month. We also offer a Sundae-Fun Day activity
for children and their parents. Sundae-Fun Days will be scheduled weekly throughout
vacation periods and will offer a variety of special events including crafts and cooking
lessons for kids.
V. The Vanilla Dog also offers rewards to children with good grades. In modern
times, most children do not push for good grades without some kind of incentive. What
better incentive for good grades than ice-cream? Kids can bring in their report card, and if
they have a 3.0 GPA or above they receive an ice cream treat. The Vanilla Dog is also big
on celebrating birthdays. The birthday boy or girl will receive a special birthday song
from our staff and their choice of free small dessert. We also offer fun nights for teens.
Quarterly, we will host a 50s Prom Night. Teens can come dressed up in in 50s attire,
poodle skirts, saddle shoes, and leather jackets. Its a fun thing to get teens out for a fun
time and off the devices for a while as they are transported back to most fun era for the
teenage years. It is also great as parents know that theyre children are in a safe place.
VI. The Vanilla Dog is a place for people and families of all ages. The jukeboxes
playing the popular 50s jams, the staff completely decked out in 50s attire, and delicious
food! Get ready to be transported through time as the Vanilla Dog brings the 50s back to
you!

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VII.
VIII.
IX. Problem

X. Teens these days are constantly looking at the mini glowing screens they hold in

their hands. They dont get out and experience life like young people used to and their

claim is that there just isnt anything going on. They have seen every movie showing in

theaters twice. They have eaten everything off the dollar menu at McDonalds to the

point of exhaustion; therefore, they stay inside, surf the web, and watch endless hours of

Netflix.

XI. Vanilla Dog has the opportunity to create an exhilarating atmosphere and exciting

new experiences by recreating the dynamic vibes of a 1950s style diner. The ultimate

goal of this business venture is to provide a safe, fun, and convenient place for young

people to dine in a downtown Charleston, WV location that will help solve the problem

of there being a lack of fun things to do in the area.

XII. Customer Segments

XIII. The primary target market for the Vanilla Dog is co-ed teenagers and young adults

ages 13-25 living within a 30-mile radius of Charleston, WV. The business concept is

geared toward this age range because the activities of the restaurant and food served is a

favorite of this group. Teenagers typically prefer to snack on foods at various times

throughout the day as opposed to eating full meals.

XIV. The secondary target market consists of adults ages 25-40 with children between the

ages of 5-12 within a 30-mile radius of Charleston, WV. Parents can bring their children

to the restaurant and enjoy a fresh made meal, and not have to worry about cooking

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dinner after a long day of work. Kids will enjoy activities like playing arcade games,

coloring, and dancing to the music.

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 XV. Parents will also find it refreshing to be in an establishment that is kid-friendly and they

can enjoy a meal out as a family where everyone is happy.

XVI. Unique Value Proposition

XVII. The Vanilla Dog is a safe and convenient restaurant that takes customers back in

time to an era of excitement, while serving homemade wholesome comfort food with

excellent service.

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XVIII. All of our meat products, fruits and vegetables, and dairy products are 100%

fresh, and whole meat, chicken, and pork, which hasnt been raised on antibiotics. Our

menu consists of child and adult sized meal options. For refreshments, the good old-

fashioned Coca-Cola products, with free refills, will be served. (for individuals who

prefer a healthier alternative, we will serve milk, juices, specialty lemonades, and water)

XIX. Solution

XX. Location

XXI. Vanilla Dog will be located in the Charleston Town Center Mall. With a population of

approximately 188,332, Downtown Charleston is the epicenter of business, centrally located to

numerous other businesses that host special events year round. This location is a perfect stop for

when people finish shopping, or prior to a concert. They can visit to the Vanilla Dog for a bite to

eat.

XXII. Quality of Food

XXIII. The comfort food served at the Vanilla Dog is 100% antibiotic free, organic, and fresh.

We purchase our fresh fruits and vegetables in our dishes from local markets, and our meat

products are locally raised, never frozen.

XXIV. Special Events

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 XXV. The Vanilla Dog offers a range of special events for kids of all ages. From eating contests

to
I. Primary Target Market (Ages 13-25) II. Secondary Target Market Families

with kids
good
III. 50s Dances- Quarterly 50s SockIV. Birthday Celebrations- Birthday
Hops offered for middle school and boy/girl will receive a birthday song and a
high school students. free sweet treat.
VI. Kids Days- Will feature various
V. Dress Up Days- Quarterly dress activities depending on the season or time
up days will be scheduled and of year. Examples include dance parties,
participants will get a free ice cream. character visits, magicians, and special
sweet treats.
VIII. Sundae Fun Day- Every Sunday,
VII. Live Music- Local music groups
kids will receive balloon animals from a
to perform during dinner hours weekly.
balloon artist.
IX. GPA Rewards- Students bring X. GPA Rewards- Students may
report card with a 3.0 GPA of higher bring report card with a 3.0 GPA or higher
and receive a free Sundae. and receive a free Sundae.
XI. Sundae! Sundae! Sundae! XII. Vacation Relaxation - Events will
Contest- Challengers must eat 1 be scheduled weekly throughout vacation
pounds of ice cream in a 40-minute periods where parents can accompany
time period. Winners will receive a their children for a craft, cooking lesson,
Vanilla Dog t-shirt and a photo on our or other special event to help make
wall vacations less monotonous.
grades, to a Happy Birthday Song with ice cream.

XXVI.

XXVII.

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 XXVIII.

XXIX.

XXX.

XXXI.

VI. Conclusion

XXXII. The Vanilla Dog is a great family friendly restaurant for people of all ages. The location

is central and surrounded by potential customers. The food is 100% antibiotic free and 100%

fresh guaranteeing that the health and wellbeing of the customer is our top priority. There are a

variety of special events for teens, children, and adults to come out and participate. Theres

always something fun to do when the Vanilla Dog is open. A fun, safe, friendly environment

dedicated to bringing back a decade of fun times and laughter for a brand new generation. Fresh,

homemade comfort food awaits you! We hope to see you in those red, sparkly booths in the near

future!

VII. Bibliography

XXXIII. "Population Estimates, July 1, 2016, (V2016)." Charleston City West Virginia QuickFacts

from the US Census Bureau. N.p., n.d. Web. 02 Mar. 2017.

XXXIV. "Do You Have Regular Events At Your Restaurant?" Restaurant Engine. N.p., 08 July

2015. Web. 03 Mar. 2017.

XXXV.
XXXVI.
XXXVII.