1. JuicyTart
Facebook
Strategy
Michelle
Moon,
Pedram
Rahmanian,
Prad
Nelluru,
Billy
Xu,
Kersey
Tse,
Jenny
Che

2.
Table
of
Contents
Executive
Summary ................................................................................................................3
Figure
1:
JuicyTart
Interior ...........................................................................................................4
Company
Background............................................................................................................4
Current
Use
of
Information
Technology..........................................................................5
Figure
2:
JuicyTart’s
Facebook
Activity
(August
2010-­April
27,
2011)..........................6
Goals ............................................................................................................................................7
Proposed
Solution
1:
Summer
Orientation ....................................................................7
Proposed
Solution
2:
Event
Standards.............................................................................8
Proposed
Solution
3:
Karaoke
Contest ............................................................................9
Proposed
Solution
4:
Picture
contest .............................................................................10
Proposed
Solution
5:
Checking
In....................................................................................11
Rejected
Solution:
Facebook
Game .................................................................................12
Figure
3............................................................................................................................................................. 12
Financing..................................................................................................................................13
Competitors.............................................................................................................................13
Figure
4:
Location
of
Yogurt
Shops
Near
UT ......................................................................... 15
Figure
5:
Facebook
“Likes”
of
Yogurt
Shops
Near
UT......................................................... 15
Conclusion................................................................................................................................16
References ...............................................................................................................................16

3. Executive
Summary
After
looking
into
JuicyTart’s
business
model
and
speaking
with
the
manager,
it
is
clear
that
this
frozen
yogurt
shop
has
a
unique
interpretation
of
the
meaning
of
success.
The
dedication
to
enhancing
the
frozen
yogurt
experience
by
making
JuicyTart
a
popular
place
for
students
to
gather
demonstrates
the
company’s
mission
to
engage
with
customers
beyond
frozen
yogurt.
JuicyTart
undoubtedly
gains
strength
by
listening
to
customers
and
responding
within
means
to
enhance
customer
service.
JuicyTart
has
a
felixble
business
model,
including
incremental
cup
prices
differentiating
JuicyTart
from
the
per
ounce
princing
of
other
yogurt
shops.
Moving
forward,
this
analysis
will
seek
to
improve
the
company’s
success
by
leveraging
the
current
Facebook
page
to
integrate
JuicyTart
into
UT
culture.
The
first
proposed
solution
aims
to
build
brand
awareness
and
brand
loyalty
by
targeting
incoming
freshman
attending
summer
orientation.
We
propose
that
JuicyTart
utilize
the
relationships
it
has
built
with
organizations
in
Austin
and
at
the
University
of
Texas
to
reach
out
and
encourage
them
to
host
social
events
during
orientation
at
JuicyTart.
This
will
not
only
increase
typically
low
summer
revenue,
but
also
introduce
the
idea
to
incoming
students
that
JuicyTart
is
a
popular
place
to
commune.
The
second
solution
is
more
specifically
targeted
to
these
organizations.
Because
JuicyTart
already
makes
commendable
contributions
to
these
nonprofits,
we
believe
the
company
should
require
these
organizations
to
publicize
JuicyTart
more
through
social
media.
We
believe
this
is
a
small
price
to
pay
in
return
for
a
profit
share
and
will
produce
great
results
for
JuicyTart.
Thirdly,
we
plan
to
execute
JuicyTart’s
desire
for
greater
interaction
with
customers
by
directly
reaching
out
to
the
audience
through
creative
means.
This
includes
a
karaokecontest
via
the
Facebook
page
with
a
karaoke
party
prize;
a
picture
posting
contest
challenging
customers
to
combine
their
artistic
abilities
and
love
for
frozen
yogurt;
and
a
reward
system
for
those
customers
who
“Check
In”
to
JuicyTart
each
time
they
visit.
We
are
confident
that
the
five
proposed
solutions
would
be
effective
in
reaching
out
to
incoming
freshman,
organizations,
and
loyal
customers.
Each
task
will
utilize
the
fan
base
of
JuicyTart’s
current
Facebook
page
in
order
to
increase
the
company’s
competitiveness
and
mission
of
integrating
JuicyTart
into
the
university
culture.

4.
Figure
1:
JuicyTart
Interior
JuicyTart
is
known
for
its
spaciousness
and
ample
seating.
Company
Background
JuicyTart’s
proximity
to
the
University
of
Texas
makes
it
a
staple
location
for
students
to
commune
while
enjoying
a
refreshing
treat.
JuicyTart
provides
a
wide
variety
of
frozen
yogurt
flavors
ranging
from
the
traditional
vanilla
to
exotic
flavors
such
as
taro.
Customers
have
the
freedom
to
add
the
quantity
and
type
of
frozen
yogurt
toppings
into
their
bowls
as
they
desire.
There
are
several
features
that
make
JuicyTart
unique.
The
cost
of
a
bowl
of
yogurt
is
not
dependent
on
its
final
weight
as
is
common
with
most
other
frozen
yogurt
boutiques.
Instead,
employees
merely
judge
whether
the
bowl
is
half-­‐full
or
full.
This
divergence
from
the
norm
demands
less
decision
making
and
approximating
by
the
customer.
The
most
distinguishing
feature
for
JuicyTart
is
certainly
its
spacious
location.
Allocation
of
two-­‐thirds
of
the
space
to
customer
sitting
and
a
separate
karaoke
room
makes
it
an
ideal
meeting
ground
for
friends,
organizations,
and
parties.
Swirll,
a
nearby
competitor,
on
the
other
hand,
barely
has
any
space
for
its
patrons
to
sit
down.
Events
occur
throughout
the
day
and
late
into
the
night,
as
the
store
stays
open
until
two
o’clock
in
the
morning,
two
hours
later
than
the
norm.
JuicyTart
is
also
known
to
be
a
generous
host
and
sponsor
for
various
organizations
and
events
at
the
University
and
throughout
Austin.
It

5. conducts
fundraisers
for
about
ten
organizations
every
month.
Ten
percent
of
any
profits
coming
from
referrals
by
the
organization
over
the
course
of
the
month
are
given
to
the
organization.
This
practice
leads
to
the
organization
receiving
much
more
money
than
with
other
businesses,
which
usually
conduct
fundraisers
for
just
a
day.
The
business
prides
itself
on
being
flexible
and
responding
to
customers
within
its
means.
For
example,
it
will
make
changes
to
its
line-­‐up
of
yogurt
flavors
depending
on
customer
requests.
We
can
see
an
example
of
the
flexibility
of
the
business
when
the
scale
to
weigh
yogurt
broke.
They
had
no
option
but
to
adopt
fixed
prices
while
the
scale
was
sent
for
repair.
Noticing
the
positive
response
from
customers
over
this
change,
they
decided
to
make
it
permanent.
Such
flexibility
and
responsiveness
is
a
great
asset
in
a
competitive
environment.
Current
Use
of
Information
Technology
Facebook
has
been
an
important
part
of
JuicyTart’s
marketing
strategy
from
the
start.
When
JuicyTart
opened
its
doors
in
January
last
year,
they
already
had
400
likes
on
Facebook.
This
was
achieved
by
using
friends
and
family
on
campus
to
create
buzz
about
the
opening.
Currently,
JuicyTart
has
over
1100
likes.
The
page
is
used
to
post
about
changes
they
are
making
to
the
line-­‐up
of
flavors,
respond
to
customer
comments
and
queries,
and
to
otherwise
create
a
conversation
with
its
patrons.
Coupon
codes
have
also
been
distributed
via
the
page.
Overall,
the
page
is
relatively
inactive
with
a
post
made
every
few
days.
According
to
Patrick,
JuicyTart
would
like
to
utilize
the
page
more,
but
is
prevented
from
doing
so
due
to
“inadequate
resources”.
He
claims
that
JuicyTart
would
need
someone
on
the
job
at
all
times
to
adequately
take
advantage
of
Facebook.
He
also
inquired
about
whether
or
not
Facebook
had
certain
etiquette
to
follow.
For
example,
how
long
after
a
customer
posts
on
the
Facebook
wall
should
JuicyTart
respond?
This
lack
of
resources
and
uncertainty
prevents
the
business
from
fully
utilizing
the
current
Facebook
page
as
a
platform
for
engaging
with
customers.
Lastly,
Patrick
mentioned
that
he
wants
to
engage
customers
on
Facebook
with
topics
outside
of
frozen
yogurt
such
as
pop
culture
or
politics.
In
addition
to
the
Facebook
page,
the
business
also
maintains
a
website.
It

6. features
a
blog,
JuicyTart’s
“story”,
the
store
menu,
and
JuicyTart’s
location
and
contact
information.
However,
the
blog
hasn’t
been
updated
since
March
2010
and
the
menu
features
flavors
not
currently
offered
at
the
boutique.
There
is
also
a
page
where
customers
can
sign
up
for
the
Tart
Lover’s
Club,
which
gives
its
members
an
automatic
10%
discount.
Presumably,
customers
who
sign
up
will
receive
emails
with
special
deals
and
announcements;
however,
this
is
not
explicitly
stated
on
the
website.
Another
local
business,
Which
Wich,
offers
members
of
its
Vibe
Club
emails
with
discounts
and
announcements.
That
business
is
able
to
effectively
broadcast
promotions
and
announcements
about
new
sandwiches,
and
therefore,
increase
brand
impressions
and
drive
sales.
At
the
top
of
the
JuicyTart
website
are
the
links
to
the
Twitter
and
Facebook
pages
of
the
business.
Their
Twitter
page
is
moderately
active,
with
a
tweet
being
sent
out
every
ten
days
or
so.
3
Figure
2:
JuicyTart’s
Facebook
Activity
(August
2010-­‐April
27,
2011)
JuicyTart
has
a
fairly
active
Facebook
with
fans
typically
“Liking”
the
page
more
than
they
engage
with
it.

7. Goals
JuicyTart’s
mission
is
to
serve
yogurt
of
the
highest
quality
and
greatest
taste,
giving
customers
a
variety
of
great
choices,
while
being
a
business
that
customers
view
as
a
“hang-­‐out
place.”
Our
interview
with
Patrick
revealed
to
us
that
they
care
deeply
about
the
customer
experience
even
if
it
comes
at
the
cost
of
less
marginal
revenue
in
the
short
run.
Their
choice
of
keeping
the
fixed-­‐cost
model
is
indicative
of
this
value.
In
the
long
term,
they
want
to
be
part
of
UT
culture.
Patrick
named
Cain
&
Abel’s
and
Plucker’s
as
representative
businesses
that
are
staple
to
University
students.
JuicyTart
firmly
believes
that
these
loyal
customers
will
ultimately
compensate
for
the
short
run
financial
loss.
Our
goal
is
to
leverage
JuicyTart’s
Facebook
page
in
a
way
that
will
help
the
business
become
an
integral
part
of
University
of
Texas
culture.
We
must
recognize
JuicyTart’s
limited
resources,
difficulty
in
maintaining
an
active
Facebook
presence,
and
core
mission
while
pursuing
this
goal.
Proposed
Solution
1:
Summer
Orientation
The
key
to
any
successful
marketing
campaign
is
to
attract
lifelong
customers
at
an
early
age.
JuicyTart
seeks
to
accomplish
this
by
targeting
freshman
at
the
University
upon
their
arrival
at
orientation.
Utilizing
its
current
IT
setup
on
Facebook,
JuicyTart
can
easily
draw
the
attention
of
visiting
freshman
during
orientation
through
its
well-­‐established
relationships
with
the
organizations
at
the
University.
Already
a
valuable
fundraising
partner
of
the
groups,
JuicyTart
would
invite
these
organizations
to
hold
socials
for
their
prospective
members
at
the
yogurt
shop.
The
scorching
Texas
weather
and
abundance
of
free
time
between
orientation
events
will
appeal
to
new
students
who
will
welcome
the
opportunity
for
frozen
yogurt
and
meeting
new
people.
In
addition,
the
shop
would
offer
a
percentage
of
the
sales
towards
the
fundraising
of
the
organizations.
In
return,
JuicyTart
asks
that
the
groups
request
the
new
members
to
like
their
page
on
Facebook
for
the
great
time.
By
exploiting
the
“like”
feature
of
Facebook,
JuicyTart
will
be
able
to
establish
a
competitive
advantage
over
other
frozen
yogurt
shops
through
its
branding.
When
students
"like"
the
JuicyTart
page,
a
post
will
appear
on
their
friends’
newsfeeds.
This
fosters
motivation
for
these
other
students
to
visit

8. JuicyTart
when
they
come
to
campus.
This
pyramid
effect
will
continue
into
the
school
year
as
students
repeatedly
visit
JuicyTart.
Establishing
loyal
customers
is
the
first
step
to
integrating
JuicyTart
into
University
culture.
The
usage
of
Facebook
allows
JuicyTart
to
effortlessly
handle
events.
With
the
“events”
feature
of
Facebook,
student
organizations
can
quickly
spread
the
word
of
any
events
at
Juicy
Tart
to
the
new
members.
While
few
students
would
check
their
emails
during
orientation,
many
freshmen
will
be
updating
their
Facebook;
consequently,
the
organization
and
JuicyTart
will
be
able
to
easily
coordinate
the
event,
as
all
the
logistical
information
will
be
on
the
events
page.
The
students
will
know
the
meeting
location
and
times
for
the
event,
and
the
coordinators
will
know
how
many
people
to
expect.
Proposed
Solution
2:
Event
Standards
Currently
JuicyTart
conducts
month-­‐long
fundraisers
with
about
ten
student
organizations
every
month.
Almost
all
organizations
publicize
their
fundraisers
by
creating
Facebook
events
and
inviting
their
members.
The
members
in
turn
invite
their
friends,
allowing
several
hundred
people
to
be
invited
to
the
fundraiser
within
a
few
hours.
We
recommend
that
JuicyTart
set
a
number
of
requirements
for
each
of
its
partner
organizations
to
follow
when
hosting
their
events.
All
partner
organizations
should
be
required
to
do
the
following:
• Create
a
Facebook
event
with
the
title
formatted
as:
“JuicyTart
Fundraiser
for
[organization]”
• Include
a
short
message
by
JuicyTart
in
the
event
description
• Include
JuicyTart’s
full
address
in
the
event
location
• Include
JuicyTart’s
page
as
an
administrator
or
creator
of
the
event
This
plan
will
result
in
a
standardized
event
page
that
can
help
JuicyTart
control
and
reinforce
its
brand.
If
JuicyTart’s
page
is
a
creator
of
the
event,
customers
are
within
reach
of
the
page
with
just
one
click.
This
is
a
cost-­‐free
way
to
advertise
and
increase
customer
exposure
to
JuicyTart.
This
plan
would
simply
require
JuicyTart
to
prepare
a
sheet
of
information
listing
these
requirements
and
give
it
to
any
organization
they
are
working
with.

9. Proposed
Solution
3:
Karaoke
Contest
The
main
goal
of
JuicyTart’s
Facebook
strategy
is
to
make
JuicyTart
an
integral
part
of
the
University
of
Texas
culture
like
Plucker’s
and
Cain
&
Abel’s.
To
do
this
JuicyTart
needs
to
focus
on
being
interactive
with
students,
organizations,
and
the
University.
JuicyTart
needs
to
engage
with
customers
beyond
frozen
yogurt
and
make
its
experience
unique.
JuicyTart’s
karaoke
set
up
is
a
valuable
asset.
In
order
to
promote
the
frozen
yogurt
shop
as
a
popular
place
to
hang
out,
it
needs
to
utilize
this
resource.
Using
the
video
feature
of
a
Facebook
Page,
Juicy
Tart
can
create
an
online
karaoke
contest.
When
people
are
in
the
store
using
the
karaoke
system,
they
can
record
their
performance
and
post
the
video
on
JuicyTart’s
Facebook
page.
This
would
be
their
submission
to
the
karaoke
contest.
During
the
month,
JuicyTart’s
Facebook
fans
can
vote
for
their
favorite
contestants
by
“liking”
their
favorite
video.
At
the
end
of
the
month,
the
contestant
with
the
most
likes
will
receive
a
gift
card.
Second
and
third
place
contestants
can
receive
discounts
on
their
next
visits.
This
implementation
does
not
require
additional
IT
setup
beyond
the
current
Facebook
page.
This
is
a
cost-­‐efficient
solution
given
that
posting
videos
is
free.
In
addition,
this
would
create
content
and
value
for
the
page
and
give
people
a
reason
to
visit
and
engage
with
the
page,
both
of
which
are
critical
elements
to
a
successful
social
marketing
strategy.
This
implementation
will
not
only
create
an
online
following,
but
also
draw
attention
to
JuicyTart’s
karaoke
room.
By
giving
users
a
reason
for
spending
more
time
on
the
Facebook
page,
this
strategy
increases
JuicyTart’s
site
stickiness.
This
will
increase
brand
awareness
and
will
help
instill
JuicyTart
as
part
of
University
culture
while
gaining
new
customers,
the
store’s
overarching
goal.
The
data
that
can
be
collected
through
this
karaoke
contest
is
the
number
of
“likes”
or
followers,
and
any
comments
posted.
This
can
provide
insight
to
JuicyTart’s
growing
clientele,
which
can
be
used
as
a
measurement
of
the
success
of
the
Facebook
marketing
campaign.

10. Proposed
Solution
4:
Picture
contest
The
purpose
of
picture
contests
is
to
engage
JuicyTart’s
active
fan
base
and
make
use
of
its
underutilized
Facebook
page.
Similar
to
the
previous
proposal,
picture
contests
are
not
difficult
to
implement
with
JuicyTart’s
current
available
functions
on
Facebook.
Picture
contests
offer
the
opportunity
for
a
wide
range
of
creativity.
For
example,
a
frozen
yogurt-­‐decorating
contest
encouraged
by
cash
prizes
or
future
JuicyTart
discounts
will
persuade
customers
to
engage
in
some
carefree,
frozen
yogurt
fun.
Once
photos
of
their
scrumptious
masterworks
are
uploaded
on
Facebook,
the
rest
of
the
JuicyTart
community
can
comment
and
vote
on
the
ones
they
deem
to
be
most
original
and
aesthetically
pleasing.
Of
course,
there
is
always
a
possibility
that
hosting
the
contest
will
turn
away
some
contestants
who
lost
in
the
process.
However,
the
effects
will
be
minimal
in
view
of
the
light-­‐hearted
nature
of
the
competition.
Another
potential
variation
of
picture
contests,
which
more
or
less
crosses
into
the
realm
of
student
organization
outreach,
is
introducing
theme-­‐based
photo
events.
For
example,
JuicyTart
could
designate
one
day
as
“Texas
Pride
Day”
and
challenge
existing
student
organizations
to
adorn
their
members
in
apparel
concurrent
with
the
“Texas
Pride”
theme.
Then
they
would
flock
to
JuicyTart,
pose
for
pictures,
and
post
them
on
Facebook.
The
photos
that
are
most
outstanding
or
most
imaginative
by
count
of
votes,
or
Facebook
“likes”,
would
determine
the
winner
of
the
contest.
This
solution
is
a
fantastic
way
to
fulfill
JuicyTart’s
mission
of
engaging
with
customers
beyond
frozen
yogurt.
Facebook
applications
designed
to
streamline
the
process
could
be
created
and
implemented
for
the
contests.
One
that
has
already
been
made
by
Facebook
is
the
polling
system.
If
JuicyTart
believes
creating
their
own
application
exceeds
their
resources,
preexisting
Facebook
polls
certainly
provide
a
cost-­‐effective
alternative
for
the
local
company.

11. Proposed
Solution
5:
Checking
In
Facebook
recently
launched
a
new
function
that
is
attracting
a
great
deal
of
customers
to
Chipotle.
Chipotle
offered
buy
one
get
one
free
menu
items
nationwide
to
customers
who
showed
that
they
“Checked
In”
to
Chipotle
on
Facebook.
The
purpose
of
the
promotion
was
to
direct
Facebook
users
to
Chipotle’s
Facebook
page
and
the
company’s
new
commitment
to
using
fresh,
unprocessed
foods
raised
with
respect
for
animals,
the
environment
and
the
farmers’
"Food
with
Integrity."
As
a
result
of
this
promotion,
thousands
of
people
came
flocking
to
Chipotle
to
get
their
free
menu
item.
As
each
individual
checked
in,
it
showed
up
on
their
friend’s
Facebook
newsfeed
and
the
promotion
spread
like
wildfire.
It
achieved
both
the
purpose
of
getting
more
customers
and
directing
potential
customers
to
the
new
Facebook
page.
It
was
successful
because
Facebook
is
a
social
media
application
that
produces
viral
effects.
When
one
friend
checks
in,
his
or
her
friends
are
notified
and
become
aware
of
the
offer
and
Facebook
page
of
the
business.
Facebook’s
implementation
of
the
“Check
In”
function
mimics
Foursquare’s
function
as
a
location
based
application
where
users
check
in
and
gather
up
points
to
buy
badges
and
get
special
offers
and
promotions.
Foursquare
specifically
connects
businesses
with
users.
Businesses
customize
deals
and
offers
that
are
available
only
during
a
specific
time
frame.
The
deal
is
unknown
until
the
customer
physically
checks
in
at
the
store.
Because
of
the
large
user
base
and
the
network
effects
that
come
with
social
media
applications,
the
implementation
of
having
customers
check
in
to
JuicyTart
can
produce
the
same
results
as
the
Chipotle
case
study
and
Foursquare’s
success.
The
target
audience
of
JuicyTart
is
college
students
who
are
constantly
on
Facebook.
By
offering
deals
for
checking
in
at
the
store
such
as
15%
off
a
frozen
yogurt
purchase,
it
gives
students
incentives
to
come
to
the
store.
It
is
also
an
excellent
way
to
attract
loyal
customers.
JuicyTart
is
very
attractive
due
to
the
atmosphere
and
environment
that
attracts
large
groups.
The
store
is
spacious
and
can
hold
a
lot
of
people.
By
checking
in,
it
stimulates
the
viral
effect
on
Facebook
by
popping
up
on
everyone’s
newsfeed.
Checking
in
allows
people
who
have
not
heard
of
JuicyTart
to
explore
the
company’s
Facebook
page
and
website.
Checking
in
on
Facebook

12. certainly
improves
visibility
on
campus
and
brings
the
company
one
step
closer
to
being
integrated
into
University
culture.
Rejected
Solution:
Facebook
Game
Immediately
after
analyzing
JuicyTart’s
stagnant
Facebook
position,
one
obvious
solution
that
occurred
to
us
was
to
create
a
game
application
that
would
somehow
strengthen
JuicyTart’s
association
with
frozen
yogurt.
The
reasoning
behind
this
initial
assumption
was
that
games
are
generally
a
good
way
to
build
telepresence
and
gather
attention,
especially
if
it
has
an
interesting
theme
(e.g.
Cupcake
Corner).
However,
further
analysis
indicated
that
the
costs
incurred
and
time
allocated
for
this
project
will
be
hard-­‐pressed
to
outweigh
the
potential
benefits.
A
Facebook
game
would
require
initial
fixed
costs,
ranging
somewhere
in
the
thousands.
Software
developers
need
to
be
paid
a
reasonable
amount
to
develop
something
that
will
not
only
attract
and
engage
players
but
also
operate
in
tandem
with
the
JuicyTart
theme.
Once
an
acceptable
game
is
developed,
the
game
must
be
submitted
to
the
Facebook
Application
directory
where
it
will
compete
with
thousands
of
other
applications
for
users.
Given
the
difficulty
of
the
task,
our
group
has
decided
not
to
propose
a
game.
Figure
3.
1.
Application
creation
-­‐-­‐-­‐-­‐-­‐-­‐
Cost:
$1000
(conservative
estimate)
2.
Submission
process
-­‐-­‐-­‐-­‐-­‐
Cost:
$0
3.
Release
and
future
operations
-­‐-­‐-­‐-­‐-­‐
Cost:
alpha
(maintenance
fee
per
year)
x
2*
Expected
Value
=
-­‐1000(1-­‐p)
+
(gain
-­‐
2
x
alpha)(p)
=
0
-­‐1000
-­‐
(2
x
alpha
-­‐
1000)(p)
+
(gain)(p)
=
0
(gain
+
1000
-­‐
2
x
alpha)(p)
=
1000
Case
1:
Assume
gain
=
1000
+
2
x
alpha
-­‐-­‐-­‐-­‐>
0%
investment
return
Then:
p
=
50%.
Putting
this
in
perspective,
we
have
to
be
at
least
50%
sure
that
the
application
will
work
before
we
roll
it
out.
We
also
don’t
expect
the
application
to
hurt
or
help
us.
Case
2:
Assume
gain
=
2000
+
2
x
alpha
-­‐-­‐-­‐-­‐>
roughly
100%
investment
return
Then:
p
=
33.33%.
If
we
are
sure
that
the
application
will
have
1/3
of
a
chance
of
gaining
traction
and
we
can
get
350
customers
to
go
to
JuicyTart
once
because
of
the
application,
then
the
idea
is
valid.
Case
3:
Assume
gain
=
3000
+
2
x
alpha
-­‐-­‐-­‐-­‐>
roughly
200%
investment
return
Then:
p
=
25%.
If
we
are
sure
that
the
application
will
have
1/4
of
a
chance
of
gaining
traction
and
we
can
get
700
customers
to
go
to
JuicyTart
once
because
of
the
application,
then
the
idea
is
valid.

13.
In
the
cases
above,
the
probability
of
the
Facebook
application
succeeding
has
to
be
rather
high
for
us
to
see
any
decent
ROIs
(return
on
investment).
The
very
nature
the
application
poses
a
problem
because
the
application
must
satisfy
two
goals:
1)
Must
be
fun
so
that
people
will
play
it
2)
Has
to
tie
to
JuicyTart
and
frozen
yogurt.
Given
the
difficulty
of
the
task,
our
group
has
decided
to
not
propose
a
game.
Financing
Most
of
our
proposed
solutions
do
not
require
much
capital
to
start.
The
Facebook
applications
that
serve
to
carry
out
our
proposals
are
small
in
scope
and
should
not
exceed
a
few
hundred
dollars
if
JuicyTart
chooses
to
implement
them.
The
solutions
we
have
presented
offer
options
that
do
not
require
an
additional
application,
but
rather
use
the
free,
built-­‐in
features
of
Facebook
(such
as
the
picture
contest
vote
counting
procedure
using
“likes”).
Almost
all
of
the
expenses
come
from
the
cost
of
the
coupons,
discounts,
and
other
promotions
affiliated
with
the
strategy.
Other
costs
include
labor
required
to
manage
the
Facebook
promotions.
Competitors
After
speaking
with
employees
at
both
Swirll
and
Red
Mango,
it
is
apparent
that
the
Swirll
Facebook
page
is
managed
in
a
similar
fashion
to
JuicyTart’s.
Swirll
does
not
have
a
designated
employee
to
manage
the
page,
but
rather
has
two
or
three
employees
who
check
the
website
every
few
days.
Although
Swirll
makes
an
effort
to
post
on
their
wall
at
least
twice
a
month
with
updates
on
flavors
and
loyalty
programs,
JuicyTart
obviously
has
a
more
active
page
with
a
greater
fan
base
and
range
of
topics
discussed.
Red
Mango
undoubtedly
utilizes
its
Facebook
page
the
best
of
all
three
frozen
yogurt
shops.
However,
this
store
has
a
substantial
advantage
due
to
the
fact
that
the
company
hired
a
Public
Relations
employee
to
specifically
manage
Red
Mango’s
social
networking
sites:
Facebook
and
Twitter.
This
frozen
yogurt
shop
has
accumulated
over
5,000
likes,
the
majority
of
which
were
incurred
in
the
past
two
months.
Red
Mango
held
a
sorority
flavor-­‐naming
contest
this
past
month
that

14. challenged
the
thirteen
University
of
Texas
Panhellenic
sororities
to
post
as
many
comments
as
possible
on
the
Red
Mango
wall.
However,
the
comments
had
to
mention
both
the
sorority
name
and
how
much
the
group
“loves
Red
Mango”.
For
example,
“Alpha
Delta
Pi
loves
Red
Mango!”.
Also,
each
person
that
posted
had
to
“Like”
the
Facebook
page
as
well.
The
winning
sorority
had
a
flavor
named
after
them
for
the
summer
as
well
as
a
free
frozen
yogurt
party
hosted
by
Red
Mango
for
the
organization.
This
contest
led
to
an
exponential
increase
in
activity
on
the
Red
Mango
Facebook
wall
and
expanded
the
network
effect
of
the
company’s
consumers.
Each
time
a
user
liked
the
page,
the
activity
was
posted
on
their
own
wall
for
their
friends
to
see.
The
competitive
nature
of
the
sororities
inspired
the
girls
to
send
mass
Facebook
messages
to
all
of
their
friends
at
the
University
for
help.
They
even
reached
out
to
their
respective
sorority
chapters
across
the
nation
for
support.
This
contest
was
a
brilliant
way
to
brand
both
Red
Mango
and
sororities
to
the
University.
Employees
at
Red
Mango
explained
that
the
contest
began
once
the
weather
became
warmer.
Hence,
it
is
difficult
to
assume
whether
the
Facebook
contest
or
weather
is
the
cause
for
a
recent
increase
in
customers.
Regardless
of
whether
the
impact
is
seen
now,
summer
will
undoubtedly
reveal
the
power
of
the
contest
to
Red
Mango
as
the
winning
sorority
will
inevitably
visit
the
frozen
yogurt
shop
more
often
in
order
to
show
incoming
members
the
popularity
of
their
organization.
We
believe
that
the
solutions
we
have
suggested
such
as
a
karaoke
or
picture
contest
will
produce
a
similar
viral
effect
for
JuicyTart
and
develop
an
impressive
brand
for
the
company.

15.
Figure
4:
Location
of
Yogurt
Shops
Near
UT
JuicyTart,
Swirll,
and
Red
Mango
have
the
most
convenient
locations
close
to
the
University
of
Texas
campus.
Figure
5:
Facebook
“Likes”
of
Yogurt
Shops
Near
UT
Red
Mango
clearly
leads
nearby
frozen
yogurt
shops
in
number
of
Facebook
“Likes”.
However,
this
number
could
be
viewed
as
an
outlier
with
JuicyTart
being
the
next
highest
value.

16. Conclusion
JuicyTart’s
business
model
and
strife
for
enhancing
the
quality
of
the
frozen
yogurt
experience
makes
the
company
a
formidable
competitor
to
other
frozen
yogurt
shops.
The
company’s
mission
of
integrating
the
shop
into
University
culture
is
a
daunting
task,
but
we
believe
we
have
presented
solutions
that
will
efficiently
use
the
current
Facebook
page
for
the
company
to
move
forward
with
this
goal.
Utilizing
summer
orientation,
organization
partnerships,
karaoke
and
picture
contests,
and
the
“Checking
In”
function
via
Facebook
will
increase
the
network
effects
of
the
company.
Because
viral
advertising
allows
for
an
increase
in
network,
the
scale
of
JuicyTart’s
data
online
will
expand
as
well.
In
turn,
JuicyTart’s
brand
will
improve
as
a
popular
place
for
students
to
gather
at
any
time
of
day.
These
powerful
resources
in
conjunction
with
JuicyTart’s
product
differentiation
in
regards
to
pricing
and
low
switching
costs
from
other
competitors
will
undoubtedly
create
a
competitive
advantage
for
this
local
company.
When
creating
each
solution,
we
have
taken
into
account
JuicyTart’s
scarce
resources
for
managing
the
Facebook
page.
Thus,
the
proposals
demand
a
practical
amount
of
attention
from
the
company,
which
we
recommend
be
a
shared
responsibility
amongst
employees.
We
strongly
believe
the
profits
derived
from
these
solutions
will
far
outweigh
the
initial
costs
of
management
in
both
revenue
and
value
of
customer
experience.
References
http://juicytartyogurt.com/
http://www.facebook.com/juicytart
http://www.facebook.com/RedMangoAustin
http://www.facebook.com/pages/Swirll-­‐Frozen-­‐Yogurt/283480484705