Krispy Kreme Case Study To become a Krispy Kreme franchisee, an entrepreneur must have a dream of one day owning their own business, be willing to take risks, be able to recognize opportunities when they arise and be a naturally optimistic thinker who can use their time, capital and talent to achieve success. To be considered for a Krispy Kreme franchise, entrepreneurs must have demonstrated a long history of success as businesspeople, be willing to work as part of and foster a team environment, and have a large financial base in which to invest in the Krispy Kreme franchise. While these characteristics form a solid foundation for any franchise to consider, there is always the risk of failure. In the words of General Colin Powell, former US Secretary of State, "A dream doesn't come true through magic; it takes sweat, determination and hard work." (Boone & Kurtz p.12) Krispy Kreme uses these characteristics to choose the right people to run its businesses and, in doing so, promotes a high-quality team-oriented atmosphere that adheres to the highest customer service. Using technology and innovation, Krispy Kreme could expand into an e-commerce retail establishment. Although Krispy Kreme has an e-business of products via the Internet, it has yet to introduce the ability to deliver its fresh donuts to the masses through the use of the Internet. This company could achieve this by creating a reusable shipping container that has the ability to independently heat its contents. This, combined with Global Position System (GPS) tracking, could trigger the warming process near the final destination. Customers could order Krispy Kreme donuts online and have them hot and fresh anywhere in the world within 24 hours using current email and shipping practices. This process would allow Krispy Kreme to reach customers in extreme rural areas across the United States and around the world who would have to drive 50 miles or more to reach a Krispy Kreme store. Customers in these extreme rural areas are not in a market for a potential franchise. Krispy Kreme has a competitive advantage over other bakeries because the self-rising yeast donut has an excellent reputation for representing freshness at its best and due to the innovative donut manufacturing process. This process attracts its customers through anticipation and sensory response. The first indication is the large red neon "hot Krispy Kreme now" sign that is displayed while the donuts are being prepared.