1. Bakers -What does an baker sell? _____________________________________________________________________ -Who do they sell to (target groups)? _____________________________________________________________________ -What factors would they care about when deciding which baker to choose? _____________________________________________________________________ Call Opening Questions: Do you design custom wedding cakes (specific types, sizes, shapes, etc.)? If so, are you also willing to take the time to sit with bride & groom and create their desired cake? Also, birthday cakes and other special occasion cakes or desserts? Do you provide catering services (for businesses and set up corporate accounts-or personal events)? If so, how far would you be willing to travel? Are you able to accept short- notice orders if asked (in most cases)? Do you provide a large selection of cookies, pies, breads, and other baked goods? Can you create specific baked goods using “all natural ingredients” or “sugar-free” or “low fat” if asked? Have you ever won any awards for your cakes or pies or other baked goods? Is everything “baked from scratch” and fresh everyday? Do you sell specific types of coffee, espressos, cappuccinos, etc.? Do your potential clients care about some of these points-if so, could we discuss in more detail? Notes: _________________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Confidential Property of Mike Centorani/Matchcraft, Inc. 2009

2. Bakers Needs Analysis Questions: Overall, what % of your business is catering, weddings, walk-in, etc? (possible headline) _________________________________________________________________________________ Are you happy with these percentages? What % would you like it to be? ____________________________________________ _________________________ What other types of businesses do you work with? Would you like to work with other types? ________________________________________________________________________________________________ How many bakers, employees do you have? What areas of expertise do each have? _____________________________________ _______________________________________ How much time does it typically take to create a custom wedding cake (or other baked good)? __________________________________________________________________________________ How many more brides & grooms could you handle in an average month? (capacity) __________________________________________________________________________________ What is an average new custom wedding cake worth? (ROI) Or, catering job? __________________________________________________________________________________ WHY is your bakery the best choice for a bride & groom or catering client? (subheadline)? __________________________________________________________________________________ How far would you be willing to go for a new client? (other directories/reach) __________________________________________________________________________________ What other ways do you try to promote your bakery now? (continuity of ad messages) __________________________________________________________________________________ What is the main theme of your other advertising? Do you have any copies of ads I could look at? ____________________________________________ _____________________________________ Note: Continue to ask additional follow-up questions as well as confidence and convenience factor questions