BUSINESS NAME: KNICKERBOCKER COOKIES 

WHAT WE DO:

At Knickerbocker Cookies, we sell chocolate chip cookies with traceable ethical ingredients at a reasonable price. Our Mission is to provide complete transparency as a business practice. Our top priorities are procuring ingredients free of human exploitation and animal cruelty. Our Secondary goal is for the ingredients to be environmentally sustainable.

HOW IT WORKS:

Knickerbocker Cookies has a few avenues of sale. Cookies are prepared and sold at The Freedom Cafe using ingredients provided by them, then the cost of ingredients is subtracted from their purchase. They are sold at the MUB Market, which has slimmer profit margins, but raises awareness for our brand and connects Knickerbocker Cookies with the UNH community. These ones are prepared in Sophie Knickerbocker’s apartment, as allowed under cottage law. 

As the business expands it can go in 1 or 2 directions:

 1. They can be sold to UNH clubs in batches. The clubs are reached out to on UDay with our information. Clubs must reach out a few days in advance, but the cookies can be delivered anywhere on campus. These would be prepared in Sophie Knickerbocker’s apartment. This path is only viable until Sophie's graduation in fall 2026.

2. We would shift to selling our product to local shops, preparing the cookies in a commercial kitchen, then selling in bulk as either baked cookies or frozen pre portioned dough.

MESSAGING

What problem does my Knickerbocker Cookies solve?

• Cookies and other baked goods often contain ingredients with forced and or child labor. Their supply chains are untraceable at best and provably exploitative at worst. 

How do we solve it?

• Knickerbocker Cookies solves these problems by sourcing its ingredients from sources that can prove they use fair labor practices.

Why choose us over our competition?

• Knickerbocker Cookies use higher quality ingredients that are more transparent, but we keep our prices comparable.

Why do we do what we do?

• We do this because we hope to raise the standards consumers hold for brands and corporations, leading by example. 
  
  

MARKETS

TARGET MARKETS

Demographics

• UNH Students

• UNH Club and Organization Members

• People local to Seacoast NH

Psychographics

• People who are environmentally conscious

• People who support local business

• People who are humanitarian

• People who seek out organic products with simple ingredients

• People with sweet tooths

• People who enjoy high quality cookies
  
  

TARGET MARKET SIZE

UNH Students (Including club members): 13,000-13,500

Seacoast New Hampshire Residents: 22,000

TOTAL: 35,000-35,500

This figure does not take into account the overlap of UNH students who are Durham Residents. However, it is just an estimate, and said overlap can account for those local, but technically outside the Seacoast Region.

MARKETING

To market specifically to UNH Students, Knickerbocker Cookies has a booth at the MUB Market. In itself, this is not a profitable endeavor when taking the time selling them into account. It is however a great opportunity to connect with students, letting them sample our cookies, us to spread awareness of the sustainability issues we combat, and inform them where to find us outside of the MUB Market. It also gives student club and org members the chance to try them and endorse the product to their leaders.

To market to UNH clubs and organizations, they will be reached out to during UDay, when hundreds of these groups gather in front of Thompson Hall. There we will talk to them to gauge interest, leaving contact info with them so they can reach us.

To market to the general population. Knickerbocker Cookies also has a social media to promote itself and post updates.

COMPETITORS

Link to competitor chart

https://drive.google.com/file/d/1S5kmu8rfxN-ozUm6NsXPbJc1-1Kd-Qc7/view?usp=sharing