Assignment Task
Task
“Pure sugar is one molecule away from pure cocaine,” said Dan Sennet, founder and chief executive officer of Bald Baker. “As consumers, we should feel worry-free culinary happiness, but unfortunately, it is a struggle for far too many,” he continued. Sennet’s company, Bald Baker, aimed to revolutionize the dessert industry by fulfilling consumers’ sweet-tooth cravings without the use of sugar. It was a snowy afternoon in January 2019, and Sennet was thinking about the future of the company. Bald Baker was going to receive a CA$50,000 grant, and Sennet was planning to use it for marketing. He knew that without a clear target and positioning, he would not be able to use the grant efficiently and effectively. He would receive the grant in one week and needed to soon decide how to allocate the grant funds to various marketing activities.
History
After graduating with a bachelor of business administration degree, Sennet moved to New York City to start a career in finance, all while searching for an “aha” moment that would present him with an opportunity to apply his entrepreneurial spirit. In late 2015, Sennet and his family had been enjoying a vacation in New Orleans until the evening that his father experienced a terrifying glycemic shock within 30 minutes of finishing dinner. Witnessing his father stumbling in front of him and losing control of his body, Sennetcould not make sense of what was happening. It turned out that his father had eaten something that had caused his blood glucose levels to peak, and as he had type 2 diabetes, this inevitably left him in a health crisis. In that moment, Sennet realized that he had to bridge the gap for individuals like his father who wanted to live “normal” lives and eat like everyone else?not worrying about consequences. But with diabetes, that was impossible. With 80 per cent of foodscontaining added sugar, the substance was almost impossible to avoid, making the acceptable remaining options for a diabetic undeniably limited. With that realization, Sennet had experienced his “aha” moment. In December 2016, Sennet decided to move back to his hometown of Toronto to pursue a new venture, helping individuals enjoy the “sweet” pleasures in life without the health risks. He used his finance training and business knowledge to analyze the issues consumers faced when wanting to purchase health-conscious desserts.
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