Ice Cream Stall

Proposal to set up fruits ice cream

      in NTU’s   Canteen 2

1. The business model

The business model though simple, it has been carefully engineered from the start. Our intention is to capitalize on the young consumer needs that churn out distinctive advantages to Canteen 2 through its unique operation.

The existence of our business is NOT to solve a problem but to meet some unmet consumer’s needs that are not fulfilled especially in tertiary schools.

Our nature of business has been recognized not to cause any unnecessary competition to other existing vendors in canteen 2 as we target a differentiated niche of consumers.

The business idea is carefully integrated to promote not just serving ice-cream products, but it is also a form of expressing the current lifestyle of our targeted young segment. For instance, both Coffee Bean and Starbucks have always been successful in promoting lifestyle as primary marketing focus, with their coffee products as the secondary focus. In NTU, we are looking forward to tap on our targeted audience with the attraction of a spacious air-conditioned canteen for students to gather and network during off-peak hours and during lesson breaks (Lifestyle) with the enjoyment of a tasteful ice-cream (product). The synergy of being able to network with friends and enjoyment of our products initiate a new lifestyle on how the students can utilize their long-hour breaks.

Though our ultimate challenge is to attract vibrant and new crowd to canteen 2, nevertheless, we will alternatively inject innovation into the local food culture while we provide affordable pricing of our products for our targeted segment

Our business idea of selling ice-cream (product) has been capitalized on how to bring innovation to a local commodity food that long exists and has been well accepted in the local culture since Singapore’s early 60’s. It is designed to bring subjective alternative to drinks and desserts yet capturing its whole...