Sustainable growth The Cup operates with a lean team (51-200 employees) across two locations, presenting a scalable store expansion opportunity and potential for franchising partnerships or regional collaborations to accelerate growth without overextending core operations.

Digital commerce Utilize the existing WordPress and WooCommerce setup to upsell catering, gift cards, and corporate event packages, targeting local businesses and schools for cupcake tastings, fundraisers, and branded dessert experiences.

Local nostalgia Leverage The Cup’s established brand and legacy in St. Louis and Edwardsville to pursue cross-promotions with The Cakery, as well as neighborhood partnerships, pop-ups, and collaborations with nearby events to drive foot traffic.

Data driven The current tech stack including Google Analytics and Mailchimp can support targeted email campaigns and retargeting for seasonal flavors, loyalty programs, and events, increasing repeat purchases and average order value.

Financial lever With revenue under one million, there is an opportunity to present premium catering, corporate gifting, and subscription-style dessert boxes to boost average order size and create recurring revenue streams while controlling margins.