Case Study: Branded, launched, and operated an independent self-serve yogurt shop that offered micro-vacations from everyday life
Perceive:
Self-serve yogurt shops were gaining popularity across the country. As a newcomer to the Dayton market I was frustrated that the concept had not yet reached Ohio. I saw an opportunity to fill this gap and began a thorough research process:
Researched franchise alternatives
Attended an Independent Yogurt Shop training program offered by a Nationally recognized supplier
Leveraged local SCORE business mentor through the Small Business Association (SBA)
Conducted demographics, traffic, targeting exercises
Prescribe:
I observed that people went to ice cream/yogurt shops for small reasons, to celebrate after a school concert, to reward kids after a soccer game, to get a break from work during a stressful day. They were seeing joy and entertainment, not just yogurt. Leveraging the in-store environment, innovative topping options, and value-add experiences I could make an experience that was memorable and transporting. I defined my product as a mini-vacation experience that transported you for a moment from your everyday reality.
To develop the brand ethos I wrote a mythology of a character that was part me, part my dog, and part a mythical goddess of alchemy. This story enabled me to convey the essential elements of the experience I was trying to create; fun, escapist, exotic, and grounded in good food. The name T-Willy was a family nick-name for our dog who provided the inquisitive super-smeller traits to the story.
Food: Exotic unique options to tempt you to try something new
Brule bananas which we flamed in front of you
Home made toppings such as spicy brownie chunks, homemade graham cracker crust, maple sugar potato chips
Fronuts, frozen donuts filled with yogurt that we heated on a panini press
Environment: Down to earth and comfortable like a beach bar
Wal-sized mural of a beach
Vintage postcards
Elvis trinkets
Giant chalkboard to highlight daily flavors
Value Added Experience: Fun touches to entertain and tell someone about
T-Willy’s postcards featuring our motto, “I do believe it’s time for another adventure” which we would mail for you.
A manual typewriter to record the story of your day (otherwise known as the analog text messaging device.)
Eating contests
Perform:
T-Willy’s launched in summer of 2012 to much local fanfare.
My training and mentorship resulted in a high-performance team of high school and college students that I could entrust to run the store while I was away.
Sold the business in 2014 due to relocation.
