Greig Perantinos Case

Greig Perantinos is the owner and founder of Cool Moose Creamery ice cream parlor in Tottenham and Alliston Ontario, which sells scoops of ice cream between the summer months of May throughout August. Perantinos opened the Cool Moose Creamery in the summer of 2008 when he moved home for the summer after studying at Western University and could not find employment. He then took his entrepreneurial skills and started a venture that he hoped would be a successful and rewarding experience, that would also prepare him to continue his education at the Richard Ivey School of Business as well as his future career.

Both the Tottenham and Alliston ice cream parlors are experiencing moderate success earning a sales growth of 233 per cent over fiscal 2008 in 2009. Perantinos is currently debating the topic of adding a soft- serve option to his selection of ice cream as he currently only offers hard scooped ice cream. There is a market for soft serve ice cream, which leads to the opportunity to increase profits and expand customer base. The geographic layout of Alliston is known for receiving many tourists in the summer and Peranthino’s believes that by offering soft serve ice cream at a fair price, it will help decrease the competition with Dairy Queen, which is also located in Alliston and currently attracts most customers looking for a cool treat on a hot summer day. Dairy Queen services many teams after their games, as well as many families who are looking for ice cream and the possibility of a burger and fries, as Dairy Queen also serves full meals.