Business objective
Reach 150 online orders per month by month 6, with at least 25% from repeat customers, using free resources only.
Target audience
Primary: "Priya", 26
Working professional who orders cakes for birthdays, office events and festivals. Lives on Instagram, searches "custom cake near me", wants personalised, photo-worthy cakes at fair prices.
Working professional who orders cakes for birthdays, office events and festivals. Lives on Instagram, searches "custom cake near me", wants personalised, photo-worthy cakes at fair prices.
Secondary: Parents, 30–45
Order themed cakes for kids' parties. Value freshness, reliability and fun designs. Find vendors via Google and WhatsApp groups.
Order themed cakes for kids' parties. Value freshness, reliability and fun designs. Find vendors via Google and WhatsApp groups.
SMART goals
G1 2,000 Instagram followers by month 3
G2 100 orders/month by month 3, 150 by month 6
G3 50 Google reviews at 4.5★+ by month 6
G4 500 WhatsApp contacts, 25% repeat orders
Channels
| Channel | Why | Role |
|---|---|---|
| Audience spends most social time here; cakes are visual | Awareness, orders via DM | |
| Google Business Profile | Captures high-intent local searches | Discovery, reviews |
| WhatsApp Business | Catalogue ordering and broadcasts | Conversion, retention |
| Micro-influencers | Trusted local reach, paid in product | Awareness, credibility |
Content pillars
Product showcase · 35%
Close-up reels, cake of the week
Close-up reels, cake of the week
Behind the scenes · 25%
Decorating time-lapses
Decorating time-lapses
Customer stories · 25%
Reposts, reviews, reactions
Reposts, reviews, reactions
Offers · 15%
Festival hampers, referral offer
Festival hampers, referral offer
KPIs
| KPI | Target | Tool |
|---|---|---|
| Instagram followers | 2,000 by month 3 | Instagram Insights |
| Engagement rate | 4%+ | Instagram Insights |
| Orders per month | 150 by month 6 | Google Sheets |
| Google reviews | 50 at 4.5★+ | Google Business Profile |
| Repeat-order rate | 25% | Google Sheets |