Baylor Balloons and Flowers. Background Information. History. Originally established on Speight Avenue/11 th St. Acquired by Kathy Dove in 2000 Moved to Bagby Ave./4 th Street Hours: M-F 9 a.m. to p.m. Sat 9 a.m. to 12 p.m. Closed Sunday. Scope & Purpose.
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Originally established on Speight Avenue/11th St.
Acquired by Kathy Dove in 2000
Moved to Bagby Ave./4th Street
Hours: M-F 9 a.m. to p.m. Sat 9 a.m. to 12 p.m. Closed Sunday
Meet unsatisfied niche of student population
Mission statement: To provide quality, beautiful floral arrangements to members of the Baylor and Waco community.
Also offers other merchandise that complement floral purchases.
100% satisfaction guarantee on all floral and gift items.
Helium latex/Mylar balloons
Gourmet fruit baskets
Main cut flower displays
Other Florists in Waco
Online Flower Shops
Similarly placed with other Waco florists and online ventures
More expensive than a supermarket
Overall position is positively placed among competitors
National Antitrust laws
Americans With Disabilities Act
Taxes & transport fees
Major Marketing Issues
Wide range of products, not just flowers
Website increases variety of flowers carried
Offers inexpensive and highly priced flowers
Difficulty marketing to students and faculty
Heavy advertising during Homecoming and Parents Weekend
Lack of uniformity in advertisements
Web site statistics
Word of mouth campaign by Utilizing Facebook and Twitter more efficiently
Reach students and faculty more aggressively
Create homogeneous advertisements
Handcuffed by lack of funding
Priority of Issues Confronting the Company
One of few with “Baylor” in title
Make name simply: “Baylor Flowers”
Established Facebook account
In process of setting up Twitter account
Action Areas and Solutions
Products vary all the time
Need to have staple products
No set prices
Based on shipping costs and tariffs
Be more “student-friendly”
No access to Baylor students’ home addresses
For online purchases, suggest e-mail list
The Lariat, Waco Tribune-Herald
Higher in-store traffic
Increase orders by 10% for next year