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Rachele McGinly-Mock DIGITAL STUDIO I GRDS 720, Summer 2006 Professor Deshpande Project 3: Commercial Site: Proposal Step 1. Write a project proposal including the 7 elements that will drive the design for this website, and define your target audience. Write a complete definition of the audience or user. Include age, sex, socioeconomic status, profession, earning, habits, lifestyle, travel habits, family information. Submit the proposal early, so it can be reviewed; then work on the following steps. Disappearing Desserts is the cake-making company of a friend of mine, Cristina Kirts here in Atlanta, Georgia. wears ago Cristina began making designer wedding cakes and birthday cakes for friends and family in the kitchen of her apartment in her spare time. She realized that her culinary school background and cooking hobby could be quite fucra- five even if she did one cake a month. ¢ stina has now since married and moved into a new house. Cristina and her husband, “evin, are in the process of ouffitting the house with a professional working kitchen for Cristina io begin to take on more cake projects. Cristina hopes thai she can slowly escalate her business to pursue her passion full-time, 1. Business Goals Last ycar when Cristina began doing more cakes for friends and family she and T sai down to come up with an idea for just a creative business card to give to people when she met them and delivered her cakes. We word played with a lot of different names, names based. off her new last name, etc. We finally agreed on Disappearing Desserts and started from there. We purchased the domain name because they seemed to be getting scooped up and Cristina’s husband made sure that Cristina had an area code 404 number for her business number so as to include all the in-lown Buckhead clicnicle in Atlanta, Now that. Cristina has created a good number of impressive cakes and documented them she is ready to have a websile published to point her clicnts to, 2, User Goals Cristina generally receives cold calls regarding her cakes. Sometimes, a friend will pass her card onto another fricnd when they ask “Can 7 have ihe munber of the woman who did vour daughter 3 birthday cake? 1 would like her to do one for my father 8 retirement, he’s very into golf.” Future client callers will generally want to know the price of the cake, and. what kind of cakes Cristina has done in the past. This website will have plenty of visual references as well as clicnt testimonials 3, User Profile The general user of this website will be a woman who is planning a special event. This woman may be planning her baby’s first birthday parly for friends and family to aliend or her husband’s 40th surprise party. The typical user who orders such a high end cake, not a cake from the grocery store bakery or ice cream shop is someone who cares aboul appear- ances yet does not have enough time to do these things herself. She is a subscriber to the philosophics of Martha Stewart regarding planning and presentation, This woman's busy schedule does not allow her to do these things herself. This user has no problem hiring acatcrer to do the food for a party or a person to do a cake for her. This user is also not someone who cares about taking credit, as if she did this cake herself. Some of Cristina’s clients are brides planning their weddings and wedding planners themselves. Occasionally aman will order a cake for an event himself but the percentage of male clients Cristina has reccived until now is so small that she really wants this to be a beautiful site that highlights her upscale work and appeals to women who care about appearance. A typical user: Saily Gardner is a new mom who is planning a welcoming party for her 3 month old baby, Jessica. this is Salty and her husband Steve 3 non-denominational version of a Christen- ing: where family and the friends of the new baby altend a party and overall blessing of the family and the new baby. These welcoming parties are generally Saturday morning brunches with mimosas, coffee and a brunch spread followed by the parenis cutting and serving a cake, Sallv will be purchasing cases of Champagne but will be letting a caterer take care of creating the brunch spread set-up and clean-up. Sally's caterer does not do cakes or desserts as a specialization. Sallv was referred to Cristina through her sister-in- flaw, Kim. 
