Morningstar SWOT Analysis
Strengths
- Experienced Gluten Dietitian
- Baker graduate from CCSF Culinary School
- Owner has an MBA in Business (marketing)
- Expertise in finance, marketing, side of the business
- Great location in Noe Valley (a lot of foot traffic)
- Equipment not shared with other foods
- Only gluten free bakery in Bay Area
- Experienced Marketer on staff
- Personal experience with two children with celiac
- Customer oriented - solution solvers
- Priced competitively
- Societal orientation
Weaknesses
- Little experience running a bakery
- No experience in production, ordering, inventory management
- Expense to clean equipment nightly of contaminants
- Gluten products don’t stay fresh as long as wheat based pastries
- Staff young and at times unpredictable
- Customer confusion about wheat free and gluten free products
- Lease is expensive
Opportunities
- Awareness of celiac disease is growing
- 5 major publications now devoted to Gluten Free living
- Consumers without celiac are choosing Gluten Free diets as a part of their life
- Restaurants are now experience with GF consumers
- 1 in 10 people have it
- Movement toward healthier lifestyle
- Baking with rice flour tastes (almost) as good at wheat flour›
- Baked goods are not seasonal
- Package products for retail distribution (Good Earth, Whole Foods)
- Partnership with celebrity who has celiac
- Educate the non-celiac market on the benefits of gluten free eating
- Research still shows that people will give up a meal in exchange for dessert
- Noe Valley family/community oriented
- Support of local businesses
Threats
- Recession
- Bakeries in Noe Valley may begin carry GF baked goods
- Development of a GF pill
- Local activists criticize for detergents used to clean equipment
- Noe Valley has many social causes, may get lost or perceived as forced
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