Maple & Cream
A hard-serve ice cream shop in downtown Burlington offering locally-sourced dairy and dairy-free options, featuring Vermont milk and regional fruit flavors.
Executive summary
We are opening a premium hard-serve ice cream shop in Burlington's Church Street marketplace, focusing on local dairy partnerships and plant-based alternatives. Our differentiation is sourcing cream from nearby farms and featuring seasonal Vermont fruit flavors unavailable at chains. We project year-one revenue of 480000 with a monthly take-home of 2500 after operating expenses, reaching profitability by month eight.
Financial snapshot
Market snapshot
Burlington's downtown has 8 million annual visitors and a college population of 15000 with high disposable income. Our location on Church Street captures 40% of foot traffic, and we project 2% conversion to regular customers within 18 months.
Trends
- Rising demand for dairy-free and plant-based dessert options among Gen Z and millennials
- Local-sourcing and farm-to-table movements strengthening in Northeast food culture
- Year-round ice cream consumption growing due to increased indoor seating and climate control
Customer segments
- College Students & Young Professionals — Age 18-35 living in Burlington or attending UVM, seeking affordable premium desserts and Instagram-worthy local brands.
- Families with Children — Parents prioritizing dairy-free and health-conscious options for kids during warm months.
- Tourists & Visitors — Summer and fall visitors to Burlington seeking authentic local food experiences and Instagram content.
- Health-Conscious Adults — Age 30-60 willing to pay premium for organic, locally-sourced, and dairy-free frozen desserts.
Pricing model
| Product / Service | Price | Rationale |
|---|---|---|
| Single Scoop Cup | 6.5 per serving | Premium positioning reflecting local sourcing and small-batch production, 30% above national averages |
| Double Scoop Cone or Cup | 11.0 per serving | Encourages mix-and-match of dairy and dairy-free flavors, key differentiation driver |
| Loyalty Card (10 Scoops) | 55.0 prepaid card | Drives repeat visits and improves cash flow, 18% discount incentivizes commitment |
| Seasonal Flight (3 Small Tastes) | 7.0 per flight | Encourages exploration of new flavors and sampling of dairy-free options |
Competitive landscape
Local Chain Ice Cream Shop
Strengths — Established brand, multiple locations, lower prices, nostalgic appeal
Weaknesses — Generic flavors, limited dairy-free options, no local sourcing story
Our edge — We offer transparency into our supply chain and exclusive seasonal collaborations with local farms
National Frozen Dessert Chain
Strengths — Consistent experience, recognizable brand, efficient operations, convenience
Weaknesses — No local connection, mass-produced ingredients, limited customization
Our edge — Our premium positioning and local story justify higher pricing to mission-driven customers
Frozen Yogurt & Acai Bowl Shops
Strengths — Health positioning, customization, social media appeal, year-round draw
Weaknesses — Inferior taste to real ice cream, plastic cups, lower perceived luxury
Our edge — We deliver genuine indulgence with guilt-free dairy-free options, attracting both segments
Customer acquisition
- Instagram content marketing featuring local farm partnerships and dairy-free innovations
- Partnerships with nearby businesses (hotels, restaurants) for loyalty cross-promotions
- UVM student ambassador program offering free product for social promotion
- Local media coverage (Seven Days, WCAX) around farm sourcing and dietary inclusivity
- Church Street BID and Burlington Tourism Bureau partnership for visitor marketing
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