10 slides, with what the presenter says. Highlighted words are cues: saying them makes something on the slide move.
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1
Cover
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We are opening our second bakery. The doors open this spring, and we have eight thousand dollars to tell people about it. Today I want to walk you through how we spend it, month by month.
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2
The challenge
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On our first street, people know us. On the new street, nobody does yet. Most people pick a new bakery because they saw it online, they walked past, or a friend told them about it. So our plan has to reach people in those three ways.
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3
The budget
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We have eight thousand dollars for marketing. Here is how I propose we split it. The biggest part goes to the opening weekend, because that is when the most new people try us. Then Instagram, the loyalty cards and our local partners. We keep eight hundred dollars in reserve, so after opening we can put more into whatever works best.
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4
Instagram
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Instagram is where most of our neighbours will hear about us first. For three months we post behind the scenes shots of the new shop: the ovens arriving, the first test loaves, the new counter. People like watching a place come together. In the last week we run a countdown, so everyone knows the exact day to come.
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5
Partnerships
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We don't have to find every customer ourselves. Our neighbours already know them. We can put our bread on the counter at the coffee shop, and bake treats for the school bake sale. Then the gym, the offices nearby, and a stall at the farmers market. Each one costs us little, and people trust a place they already go to.
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6
Opening weekend
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Opening weekend gets the biggest share of the money, about three thousand dollars, because it brings the most new people through the door at once. On saturday we open the doors with free samples, and in the afternoon kids can decorate cookies. On sunday we have live music outside and a giveaway draw. We want it to feel like a party the whole street comes to.
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7
Loyalty card
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The opening brings people in once. We want them back every week. Each visit gets a stamp on the card. After nine stamps, the tenth treat is free. Printing the cards and the free treats come to about twelve hundred dollars.
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8
The timeline
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Three months before we open, we start posting and sign up our partners. Two months out we take a stall at the farmers market and order the cards. One month out the countdown starts and the posters go up. Then it all comes together on opening weekend. And one month after, we check the cards and decide where the reserve goes.
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9
How we'll know
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For each part of the plan, we count one thing. On Instagram, we watch how many people follow us each week. On opening weekend, we count the visitors who come through the door. For the loyalty card, we count how many cards get a second stamp. That tells us where to spend the reserve.
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10
The ask
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That's the whole plan. Eight thousand dollars, five parts, all aimed at a full shop this spring. If we agree on it today, we can start posting next month. The earlier we start, the more people will know us on day one.
