” the first is innovator, then is imitators, then is the idiot”. The ice-cream is just homemade ice-cream and there is rarely no entry berries for their competitor follow their idea as soon as  the ice-cream is popular in the market. Also their competitor may perform better by developing more advanced website, and providing lower price, or even no delivery cost for local customers. As ice-cream is to melt, so the company also invest a big amount in shipping technique, which turns to be an opportunity for local ice-cream store. So, in addition, ECreamery also need to tell the world that they are the only one that can provide the lifestyle not the ice-cream, and there is no way you can get the same utility when you purchases the same concept from other personalized company even without 20 dollars deliver fee. It doesn’t seem too personalized except the flavor of the ice-cream. The company may provide more personalized gift, rather than just printing different name on the same green packaging. Also there is no slogan or a story behind the company, which is really hard for customers to recognize the different between their competitors and them. Another problem the company is facing is choosing the right delivery channel. whether to only to open online store and shop down retails, or contain both. They think of shooting down retails since online is more profitable. But, for people over 50, who are more believe in only what they can touch are real, are not willing to buy the ice-cream on-line. This means they will lose part of the market share, especially for people who invest friends to home regularly to fill up their retired life.

In order to be success in the industry, the company is not only teaching that ice-cream is a gift, but also teaching that they are the only company can provide customers this lifestyle.