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Dough Pizza’s Business Case Study Coursework

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Updated: Jun 5th, 2022

Project Summary Report

This paper focuses on Dough Pizza, which is a fast-food outlet that is expected to be opened in Lynchburg, VA. Specifically, it will offer a recap of its business concept, the underlying marketing activities, and the profit and loss anticipated in a particular timeframe.

Dough Pizza’s Business Concept

Apart from price differentiation, Dough Pizza’s business concept includes the creation of an environment where families, acquaintances, and university students will enjoy meeting for socialization purposes while consuming their preferred pizzas, salads, and sandwiches among other delicacies. This strategy is evident in the Bible where the family of Lazarus is depicted as having a serene setting that attracted neighbors and friends, including Jesus (John 11:1-4, New International Version). Lynchburg has a high number of families and college students who are expected to purchase this company’s products.

Customers look for outlets that continuously update their commodities and services in line with the changing market demands and tastes (Bamford & Bruton, 2018). Similarly, as indicated in the book of Mathew chapters 8 and 9, Jesus’ teachings were tailored to match the prevailing needs of His targeted audience. Dough Pizza’s business idea involves the introduction of new products in its menu after every three months with a view to retaining the existing clients while at the same time attracting a fresh pool of others. Achieving this goal will require the company to invest in various areas, for instance, suppliers who can deliver fresh items, information technology, and customer safety measures (Zhao & Priporas, 2017). This approach to business is in line with ethical issues emphasized in the Bible, especially the idea of ensuring that consumers get fresh and quality products (Romans 12:2). Dough Pizza also plans to employ college students who have the potential of producing pizzas, salads, and sandwiches that match their tastes and preferences, which, in turn, reflect what the targeted market expects.

Dough Pizza’s Profit and Loss (P&L) Analysis

Dough Pizza anticipates Total Revenue (TR) of $288,000 in its first year of operation. Its projected Cost of Goods Sold (COGS) is $168,000. Hence, the Gross Margin (GM), which is equivalent to the difference between TR and COGS, will be $120,000. Dough Pizza’s Total Expenses (TEs) amount to $79,000. Therefore, EBITDA, which denotes earnings before interest, tax, depreciation, and amortization, is equal to $41,000. This figure is obtained by subtracting TEs from the GM. Amortizations are anticipated to cost $12,000. Overall, the company’s net earnings (P&L) can be calculated by deducting amortizations from EBITDA, hence resulting in $29,000.

Marketing Activities

Dough Pizza is expected to undertake a wide range of marketing activities. The goal is to create awareness regarding this business, including its unique and reasonably priced products and services. For instance, this company will invest in various social media platforms such as Facebook and Twitter among others to promote its commodities (Hof, 2016). Most of Lynchburg’s citizens have access to these platforms. Moreover, the company will need to distribute flyers to Liberty University where most of the customers are projected to come from. In addition, this outlet will market its products through YouTube, which is among platforms that have a huge number of subscribers (Hof, 2016). It will be vital for Dough Pizza to invest in televised advertisements with the objective of persuading families to purchase pizzas and other fast-food items from this outlet. The company will also develop a website containing other crucial details such as its location, logo, product categories, and their respective prices.


Dough Pizza is an enterprise that seeks to satisfy clients’ desire for affordable and quality fast foods, including pizza, sandwiches, and salads in Lynchburg, VA. This paper has presented the company’s business concept, its P&L projections, and the marketing activities it should undertake to realize profits.


Bamford, C. E., & Bruton, G. D. (2018). Entrepreneurship: The art, science, and process for success (3rd ed.). New York, NY: McGraw-Hill Education.

Hof, R. D. (2016). Marketing in the moments, to reach customers online. The New York Times. Web.

Zhao, S., & Priporas, C. (2017). Information technology and marketing performance within international market-entry alliances: A review and an integrated conceptual framework. International Marketing Review, 34(1), 5-28.

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