* Focus on the core business. The owners have been considering whether to pursue other ways to increase revenue, including wholesale baking. Barragan suggests they use their limited time to increase sales of the create-your-own-cookie experience and parties. Those sales are key to making the profit the shop needs to succeed and become a franchise model.
* Revise marketing plan. Farrell suggests that the owners create a pared-down summer marketing plan. It should include their best ideas, a weekly action plan and a formal system for tracking response.
* Jump into social marketing. Set up an account on Facebook where fans of Kookie Krazy can post pictures, videos and comments. Promotions could include weekly contests to win a free cookie. Link to the shop's website, at www.kookiekrazy.com. Don't be scared off by the potential for negative comments, Farrell says.
"That's one of the things you have to be prepared for in order for it to be authentic," she says. "But you can go back and address that response."
* Pump up editorial coverage. Kookie Krazy is perfect for print, radio and television coverage, Farrell says. The fun concept will appeal to parenting, lifestyle and business-oriented magazines, websites and blogs. Local radio stations might be receptive to a promotion that supplies cookie party giveaways to listeners who call in to describe their perfect cookie ingredients, she says. Farrell also suggests contacting locally based national television shows, such as "The Ellen DeGeneres Show," that look for fun audience-participation ideas.
* Offer fundraising nights. To raise awareness among local families, Kookie Krazy could offer local schools, children's charities or other children's groups nights at the shop where a portion of the proceeds goes to their organization or another group, Farrell says.
* Tap low-cost help. Benhard, who already guest lectures at a marketing class for a local college, could arrange for academic credit for a student intern or two to help carry out some of the marketing projects, Farrell says. The hourly salespeople at the shop could also be trained to take on some of the tasks during slow times at the store, she says.
"They have a great concept and they have a real passion for what they are doing," Barragan says. "I say, hold on, guys, you are almost there."
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