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Mission Statement
Due Jan 27

The mission of Duck Brook Creamery is to provide the local community with healthy whole food by making and selling handcrafted, naturally aged, farmstead cheese. Duck Brook Creamery will do this with little negative impact on the environment and will work to improve the local community and the environment.

Business Description Try to put this in sentence/paragraph structure.
Due Jan 27


 * Name and Description:**


 * 1) Duck Brook Creamery is in the planning stages.
 * 2) Duck Brook Creamery will file to be a Limited Liability Company.
 * 3) Duck Brook Creamery will be owned by Kalyn Campbell.
 * 4) Duck Brook Creamery will be located at 114 Lesher Rd, Newburg, PA.
 * 5) Duck Brook Creamery plans to start business in May of 2012.
 * 6) It is in the planning stages.

Duck Brook Creamery will provide a tomme, camembert and tallegio style cheese. There are plans to add more cheeses to the operation including a cheddar style, a pepper jack, cream cheese and a blue cheese. This business is in the cheese manufacturing industry, which would include large scale cheese factories as well. This industry has decreased in the number of establishments from 2002 to 2007, yet the employees and shipments have increased. The shipment increase also may be due to the fact that consumers are buying more cheese, showing that more cheese makers may be needed. According to the US Census Bureau there are only 24 cheese manufacturing establishments in Pennsylvania. Since the national number of cheese manufactures is going down, but employees and shipment is increasing it seems that each manufacturer is getting larger. Duck Brook Creamery will market there cheese as being made in small batches and made on the farm, called farmstead. This will be in contrast to the large scale cheese producers now in Pennsylvania.
 * Industry Development:**
 * 1) **Products:**
 * 2. Expansion Plan:**
 * 3. Industry Information:**
 * 4. Competitive Edge:**

Target Market and Customer Base
Due Feb 2

Duck Brook Creamery plans to sell product at the Camp Hill farmers market and the Carlisle farmers market. The estimated population in 2000 was 7,636 for Camp Hill and 17,970 for Carlisle. The median income in Camp Hill was $50,774 in 2000 and the median income in Carlisle was $33,969. The average age is 39 in Carlisle and in Camp Hill is 43. In the 2000 Census there were 4,547 people in Carlisle between the age of 25-44 and 2019 people in Camp Hill.
 * Market Analysis:**

Our target market will be people age 20-30 that are health conscious and looking to buy local produce and frequent farmers markets. It will appease people who are looking for goat cheese that is handcrafted and made in small batches. This is our niche because there are few cheese makers on such a small scale making goat cheese. Since our cheese is made with goat milk we will also attract people who are allergic or have trouble digesting cow’s milk. Goat’s milk is easier to digest and some lactose intolerant people can consume goat milk products. We have plans to sell our cheese at the Carlisle farmers market called “Farmers on the Square” and the Camp Hill market called “Farmers on Walnut”. The Carlisle farmers market has been around for 2 full years. This market has kept good records of the number of people who attend and how much they spend at the market. Figure 2 Figure 3
 * Target Market:**
 * Size of Market:**

Figure 4



Figure 2. Average Number of People at the Carlisle Farmers Market. From Figure 2 we can see that the amount of people going to the market has mostly increased from 2010 to 2011. So we can expect to have around 330 people looking at our cheese, with only a percent of those people actually buying our cheese. The market hopes to expand the number of people coming and increase the radius of where shoppers are coming from.

Figure 3. Average spent at market per person at the Carlisle Farmers Market in 2011. From Figure 3 we can see that on average people spend about $25 on everything they buy at the market. So we can expect to get less than $25 per person.

Figure 4. Average Weekly Income per Vendor at the Carlisle Market in 2011. Based on Figure 4 the vendors averaged about $550 a week in sales at this market. We can expect to get less than $550 a week because we will be a smaller vendor This will be the first year of the Camp Hill market, so we can only estimate how many people will come and what they will spend. Using the demographics we can see that Carlisle has a larger population than Camp Hill, so we can expect less people at this market. Yet Camp Hill has a much higher median income, so we might expect each person to spend more at the market. Camp Hill is also a central location for many nearby towns. So the amount of people that might attend the market will reach beyond just Camp Hill residents. So we can expect to make $300 a week

Marketing Plan
Due Feb 6

Figure 5. Table of Duck Brook Creamery’s competition.
 * Competition:**
 * ** Name ** || ** Location ** || ** Markets? ** || ** Direct/Indirect ** || ** Products ** || ** Edge Over them ** ||
 * Otterbien Acres || Newburg, PA || Carlisle and Camp Hill || Direct || Sheep and cow cheese: camabert, cheddar, asiago || Selling goat cheese ||
 * Keswick Creamery || Newburg, PA || Carlisle and Camp Hill || Direct || cow Cheddar, hard cheese and fresh product || Goat cheese ||
 * Pipe Dream Formage || Greencastle, PA || Carlisle || Direct || Ashed fresh cheese, pasturized fresh cheese || Cheaper, raw milk products, Hard aged cheese ||
 * Wil-Ar Farm || Newville, PA || Sell at farm || indirect || Hard cheese || Sell at farmers market ||
 * Appalacian Whole Foods || Carlisle, PA || A store that sells cheese || indirect || Hard goat and cow cheese, and fresh product || Cheaper and sell at farmers market ||
 * Wegmans Cheese Department || Carlisle, PA ||  || indirect || Sell aged hard cheese and fresh product || farmers market, local ||
 * Giant Cheese Department || Carlisle, PA ||  || indirect || Sell aged hard cheese and fresh product || Local, farmers market ||

Duck Brook Creamery will sell cheese at the Carlisle and Camp Hill Farmers Markets at the same table as Keswick Creamery. We will be able to tap into Keswick Creamery’s loyal customer base by being at the same table. We will advertise with the Carlisle Farmers Market website and facebook page. We will also have access to Keswick Creamery’s email list and will email them about our cheese. We will put signs up at the farmers markets to attract customers to our stand as well.
 * Sales Strategy:**

The cheese will be cut into pieces around half a pound in size. Include all wrapping materials and labels. Any special logo you might want to put on the product. Other ideas to create a more desirable look!
 * Product Packaging:**

Operational Plan
Feb 13

Management Plan
Feb 13

Future Growth and Development
Feb 17

Financial Plan and Projections
Feb 24

Executive Summary
Feb 29

Finishing touches
March 5

US percentage totals of school students []

36 million in k-8 of 75 million students or 48% Cumberland County has 54, 249 students 48% would be 26, 039 in the targeted age group []

Using a 4% differential plus or minus 1042 students would make your target market in Cumberland County 24,997 to 27, 081 Do the same thing with other counties. Add in a 3 to 4 % growth rate for future business as the population seems to be growing at that rate every three years.