Handout $2$: Practicing Data Extraction

Using Data to Construct Central Messages

Background

In $2017,$ Astrid and Omar Thorpe opened Cr$$me and Cocoa Creamery, a small ice cream shop known for its Caribbeaninspired flavors in Prospect Lefferts Gardens, a largely Caribbean$-$ and African$-$American neighborhood in Brooklyn.

The business grew slowly but steadily, allowing them to expand into catering, corporate events, and distribution. When the city shut down in March $2020,$ events were cancelled, and $60\%$ of their sales quickly vanished. They saw a boost in customers in the summer of $2020$ when the Black Lives Matter movement stirred an interest in supporting Black$-$owned businesses, but it tapered off and then winter arrived. The Thorpes made sales through delivery apps, shipped their product online, and sold pints through local retailers. Heading into the summer of $2021,$ amid the rollout of vaccinations and with a product perfect for takeaway consumption, they are optimistic that there are better days ahead.

Timeline of Major Events

Revenue History

Average Daily Storefront Customers

Central Message Draft

Imagine that you've been hired by

Cr$$me and Cocoa to analyze

previous strategy and performance to

make a recommendation for future

strategy decisions in a $20-$minute

presentation. What will your central

message be$?$ What data will best tell

this story?