Executive Summary
Jenny’s Homemade Ice Cream is an artisanal ice cream shop in San Diego, California. We serve San Diego with various unique, high-quality ice creams made from ingredients sourced in California.
Jennifer Warmidge is our founder and owner. Her mission is to provide ice creams free from artificial flavors and unnecessary preservatives. Jenny's Homemade Ice Cream is a space for genuine connections and forming memories with ice cream.
Our target market includes a wide range of San Diego’s population. Our ice creams are suitable to be enjoyed by families, adults, and individuals who prefer ice cream with whole ingredients. Those with an appreciation for novelty are drawn to Jenny's Homemade Ice Cream.
We have had success in our first year of operation and aim for steady growth. We aim to increase our profits by 60% in the next three years.
Jenny's Homemade Ice Cream is seeking $80,000 in start-up or growth capital to fund operations, marketing, and staffing in the first 12 months.
Financial highlights:
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | $340,000 | $490,000 | $660,000 |
| Gross margin | 58% | 58% | 58% |
| Net profit / (loss) | $26,800 | $64,700 | $108,000 |
Company Overview
Jenny’s Homemade Ice Cream, registered as an LLC in San Diego, is an artisanal ice cream shop for the San Diego community.
We use family recipes for natural ice cream with unique flavors. Our ice cream is made from ingredients sourced in California, as we believe in pouring into the local economy. Our clients enjoy a jovial atmosphere where they can make memories. Jenny’s is the type of establishment you grow up in.
Jenny’s Homemade Ice Cream is 100% owned by Jennifer Warmidge. Jennifer has practical and theoretical education in the culinary arts and chose ice cream as her specialty. She has food allergies and wants to create a product that anyone can enjoy.
In the year we have been operating, Jenny’s Homemade Ice Cream has become a fan favorite in San Diego. We have gained a substantial social media following and have tourists visiting us now. Our goal is to increase our profits by 60% in the next three years.
Legal structure: LLC
Mission: To deliver exceptional artisanal ice cream shop services to clients in San Diego, California, USA, building long-term relationships through quality, reliability, and deep expertise.
Objectives:
- Year 1: Establish operations, reach initial revenue target of $340,000, and build a loyal client base
- Year 2: Expand service capacity, grow revenue to $490,000, and hire additional staff
- Year 3: Achieve operational profitability, strengthen market position, and evaluate expansion opportunities
Market & Customer Analysis
The global icecream market is valued at US$111.62 billion and is projected to grow to US$135.6 billion in 2029. The market has a 3.97% CAGR.
Ice cream stores make up a small percentage of the ice cream distribution channels worldwide. Our largest competitors are supermarkets, hypermarkets, and convenience stores.
There are 17,059 ice cream stores in the US and 386 in San Diego. The ice cream market is fragmented and highly competitive with no clear dominant players.
Competitive analysis:
Strengths
- Range of ice cream flavors
- More time in operation (stronger brand)
- Better location
- Loyal customer base
Weaknesses
- Complaints about customer service
- Open at 12 pm or later
- High prices
- Ignores wellness and allergy customer segment
Opportunities
- Consumers are becoming more health conscious and prioritizing whole, organic ingredients.
Threats
- Large stores launching new products at a fast rate
- A large number of ice cream stores and retailers
Customer analysis:
We have identified the following segments of ice cream consumers:
- Children
- Teenagers
- Couples
- Health Enthusiasts
- Tourists
The ice cream market is fragmented. We need to target all of these segments to turn a profit. It makes no sense to be niche when there is an opportunity to reach more people.
Competitor analysis:
| Competitor | Strengths | Weaknesses |
|---|---|---|
| Handel's Homemade Ice Cream | Established brand, wide reach | Higher price point, less personalised |
| Salt & Straw | Strong marketing, national presence | Generic offering, less specialist focus |
| Jeni's Splendid Ice Creams | Competitive pricing | Lower service quality, limited expertise |
Jenny's Homemade Ice Cream's competitive edge: Specialist expertise, personalised service, and a clear focus on the underserved segment of the market set us apart from the established players listed above.
SWOT analysis:
| Positive | Negative | |
|---|---|---|
| Internal | Strengths: Specialist expertise; experienced founder; strong client relationships; differentiated positioning | Weaknesses: Limited brand recognition as a new entrant; single location; reliance on founder capacity in early years |
| External | Opportunities: Growing market demand; underserved niche segments; digital marketing reach; referral network growth | Threats: Established competitors with greater resources; economic downturn reducing discretionary spend; regulatory changes |
Sales & Marketing Plan
Jenny’s Homemade Ice Cream sells artisanal ice creams. We have seven flavors, all available in dairy-free variations. Our flavors are chocolate, apple pie, salted caramel, vanilla, strawberry cheesecake, and two seasonal flavors that we rotate every month. We also do custom ice cream cakes.
Jenny’s Homemade Ice Cream is in Little Italy, San Diego. We chose this spot away from touristy areas because that is not our target market. We want to make connections with San Diego residents who will visit the shop daily.
We are open 5 days a week, from 10 AM to 8 PM. Our sales revenue goal is $8000 per month. We aim to achieve this by renting the space for events on the two days that it is closed.
Jenny’s Homemade Ice Cream is run by Jennifer Warmidge and her daughter Penelope Warmidge. The team is set to expand in the next few years but we are keeping it small at the moment to maintain low costs. Our target market spans a wide range of ages, as most people enjoy ice cream.
Our single scoops are priced at $5. This is a bit higher than some ice cream shops, but our customers are willing to pay for our quality. We have Two for One Tuesdays to bring more people into the shop. You get two single scoops for the price of one. People generally add more toppings and bring friends, so we don’t have a loss.
Pricing strategy: Pricing is set to be competitive within the San Diego, California, USA market while reflecting the quality and specialist nature of the services delivered. All pricing is reviewed annually against market benchmarks.
Marketing channels:
- Digital presence (website + SEO) — professional website with content marketing to attract organic search traffic from clients searching for artisanal ice cream shop services in San Diego, California, USA
- Social media — active presence on relevant platforms to build brand awareness and engage prospective clients
- Referral programme — incentivised referral programme for existing clients; target 30% of new clients via referral by end of Year 2
- Local networking and partnerships — attendance at industry events and partnerships with complementary businesses in San Diego, California, USA
- Google Ads — targeted paid search campaigns for high-intent keywords during launch phase
Marketing budget Year 1: $27,200 (8% of projected revenue)
Additional marketing notes:
Jenny’s Home Made Ice Cream will use pastel colors and vintage fonts to emphasize the homemade feel of our business.
Our social media pages have generated 30% of our sales this year, so we will continue aggressively marketing the business on social media. We have Instagram and TikTok pages that we post every day. Our content includes videos of how we make ice cream, informational pieces about the ice cream industry, and trendy videos with our staff and customers who consent.
Our customer base is segmented into children, teenagers, health-conscious people, couples, and tourists. All of these segments are on social media to some extent. For those of our customers who don’t have social media, we market in the spaces they commonly frequent.
Children: playgrounds, schools, children’s fun centers. Teenagers: schools, malls. Health Conscious: gyms, wellness centers, hiking trails. Couples: any public bulletin. Tourists: hotels, bnbs, tourist hotspots.
Operating Plan
Personnel Department Task Deadline Jennifer Warmidge Finance Bookkeeping Continuous Jennifer Warmidge Purchases Negotiate contracts with suppliers. 2 April Penelope Warmidge Marketing Plan social media posts for the week and create content. Weekly on a Sunday Jennifer Warmidge Production Make ice cream Weekly
Staffing plan:
| Role | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Jennifer Warmidge (Owner / Director) | Full-time | Full-time | Full-time |
| Operations / Senior Staff | Part-time | Full-time | Full-time |
| Support / Junior Staff | — | Part-time | Full-time |
Legal & compliance:
- All required licences and permits for artisanal ice cream shop operations in San Diego, California, USA
- Professional liability and general liability insurance
- Data protection compliance in accordance with applicable laws
- Health & safety policies and risk assessments in place before trading begins
Management Team
Jenny’s Homemade Ice Cream is completely operated by the owner, Jennifer Warmidge. She performs all management functions and is one of two employees on the floor.
Jennifer has a degree in food science from the University of Guelph and trained at an authentic gelato shop in Italy for one year after her studies. She then got a degree in business administration and worked in banking for 30 years. Her specialty was financing small restaurants.
Her experience with small food enterprises and education in food sciences equip her to finally follow her passion. She fell in love with ice cream during her studies and training and is ready to operate Jenny’s Homemade Ice Cream.
We aim to appoint a management team as the business picks up. Our long-term goal is to become a franchise and open more locations in California and, eventually, the country.
Jennifer Warmidge — Founder & Director
Advisory support: The business will engage an experienced accountant and a business mentor through the local enterprise support network to provide financial oversight and strategic guidance during the first three years of trading.
Financial Plan
Projected Profit or Loss Statement
Year 1 Year 2 Year 3 Sales $100,000 $115,000 $130,000 Direct Cost of Sales $50,000 $55,000 $60,000 Production Payroll $0 $0 $0 Other $0 $0 $0 Total Cost of Sales $50,000 $55,000 $60,000 Gross Margin $50,000 $60,000 $70,000 Gross Margin % 50% 52% 54% Operating Expenses
Sales and Marketing Expenses
Sales and Marketing Payroll $0 $0 $0 Advertising/Promotion $200 $500 $500 Travel $0 $0 $0 Miscellaneous $500 $500 $500 Total Sales and Marketing Expenses $700 $1,000 $1,000 General and Administrative Expenses
General and Administrative Payroll $30,000 $30,000 $30,000 Sales and Marketing and Other Expenses $0 $0 $0 Depreciation $0 $0 $0 Dues and Subscriptions $0 $0 $0 Professional Fees $0 $0 $0 Rent $2,000 $2,000 $2,000 Software Purchases $0 $0 $0 Insurance $1,000 $1,000 $1,000 Telephone and Internet Access $500 $500 $500 Utilities $400 $400 $400 Miscellaneous $0 $0 $0 Payroll Taxes $3,000 $3,000 $3,000 Other General and Administrative Expenses $0 $0 $0 Total General and Administrative Expenses $36,900 $36,900 $36,900 Other Expenses:
Other Payroll $0 $0 $0 Consultants $0 $0 $0 Contract/Consultants $0 $0 $0 Total Other Expenses $0 $0 $0 Total Operating Expenses $37,600 $37,900 $37,900 Profit Before Interest and Taxes $12,400 $22,100 $32,100 EBITDA $12,400 $22,100 $32,100 Interest Expense $0 $0 $0 Taxes Incurred $1,860 $3,315 $4,185 Net Profit $10,540 $18,785 $27,285 Net Profit/Sales 10,5% 16,3% 30%
Projected Cash Flow Statement Cash Received Year 1 Year 2 Year 3 Cash from Operations
Cash Sales $100,000 $115,000 $130,000 Cash from Receivables $0 $0 $0 Subtotal Cash from Operations $100,000 $115,000 $130,000 Additional Cash Received
Sales Tax, VAT, HST/GST Received $0 $0 $0 New Current Borrowing $0 $0 $0 New Other Liabilities (interest-free) $0 $0 $0 New Long-term Liabilities $0 $0 $0 Sales of Other Current Assets $0 $0 $0 Sales of Long-term Assets $0 $0 $0 New Investment Received $0 $0 $0 Subtotal Cash Received $100,000 $115,000 $130,000 Expenditures
Expenditures from Operations
Subtotal Spent on Operations $37,600 $37,900 $37,900 Additional Cash Spent
Sales Tax, VAT, HST/GST Paid Out $1,860 $3,315 $4,185 Principal Repayment of Current Borrowing $0 $0 $0 Other Liabilities Principal Repayment $0 $0 $0 Long-term Liabilities Principal Repayment $0 $0 $0 Purchase Other Current Assets $0 $0 $0 Purchase Long-term Assets $0 $0 $0 Dividends $0 $0 $0 Subtotal Cash Spent $39,460 $41,215 $42,085 Net Cash Flow $60,450 $73,785 $87,915 Cash Balance $60,450 $134,235 $222,150
Projected Balance Sheet Assets Year 1 Year 2 Year 3 Current Assets
Cash $60,450 $134,235 $222,150 Accounts Receivable $0 $0 $0 Other Current Assets $0 $0 $0 Total Current Assets $60,450 $134,235 $222,150 Long-term Assets $25,000 $25,000 $25,000 Accumulated Depreciation $3,250 $6,500 $9,750 Total Long-term Assets $21,750 $18,500 $15,250 Total Assets $82,200 $152,735 $237,400 Liabilities and Capital
Current Liabilities
Accounts Payable $15,000 $8,900 $12,000 Current Borrowing $0 $0 $0 Other Current Liabilities $0 $0 $0 Subtotal Current Liabilities $15,000 $8,900 $12,000 Long-term Liabilities $0 $0 $0 Total Liabilities $15,000 $8,900 $12,000 Paid-in Capital $10,000 $10,000 $10,000 Retained Earnings $10,540 $18,785 $27,285 Earnings $10,540 $18,785 $27,285 Total Capital $20,540 $28,785 $37,285 Total Liabilities and Capital $35,540 $37,685 $49,285 Net Worth $67,200 $143,835 $225,400
Wrapping up the Ice Cream Shop Business Plan
We’ve reached the end of the guide but not the end of the road. Let’s recap what you’ve read.
A business plan has nine key components: the executive summary, company overview, market and customer analysis, sales and marketing plan, operating plan, management team, and financial plan.
We explained each of these sections and gave examples so you can see how your business plan should look.
The ball is now in your court. Customize this guide with your information, and voila, you have a business plan that is sure to impress anyone!
You can always reach out if you need more guidance.
Happy writing!
3-year profit & loss projection:
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $340,000 | $490,000 | $660,000 |
| Product and food costs | $142,800 | $205,800 | $277,200 |
| Gross profit | $197,200 | $284,200 | $382,800 |
| Gross margin | 58% | 58% | 58% |
| Salaries and wages | $74,800 | $107,800 | $145,200 |
| Marketing and advertising | $27,200 | $39,200 | $52,800 |
| Rent and utilities | $48,000 | $48,000 | $50,400 |
| Other operating costs | $20,400 | $24,500 | $26,400 |
| Total operating expenses | $170,400 | $219,500 | $274,800 |
| Net profit / (loss) | $26,800 | $64,700 | $108,000 |
Break-even analysis:
- Estimated fixed monthly costs: $11,900
- To cover fixed costs, Jenny's Homemade Ice Cream needs to generate approximately $20,500 in monthly revenue
- Break-even is projected to be reached in Month 5 of trading
Key financial assumptions:
- Revenue growth of 44% in Year 2 and 34% in Year 3 based on planned capacity expansion and marketing investment
- Product and food costs estimated at 42% of revenue throughout the forecast period, consistent with industry benchmarks
- Staffing costs set at 22% of revenue, scaling incrementally with new hires in Year 2 and Year 3
- Marketing budget fixed at 8% of revenue; reviewed quarterly and adjusted based on channel performance
- No bad debt assumed; payment terms enforced from day one
Funding requirements:
Jenny's Homemade Ice Cream is seeking $80,000 to fund the following:
| Use of funds | Amount |
|---|---|
| Equipment and fit-out | $32,000 |
| Working capital (6 months) | $28,000 |
| Marketing launch | $12,000 |
| Legal, licences, and professional fees | $8,000 |
| Total | $80,000 |