Date post: | 19-Dec-2015 |
Category: |
Documents |
View: | 214 times |
Download: | 1 times |
Tonight’s Agenda
OverviewMarketing and Sales - Amber LongDevelopment - Lindsay StrodlOperations - David WeinFinancials - Jillian Doman
About Sweet Basil
Sweet Basil provides high quality Italian take-out meals
Meals are fully prepared but not cooked
Meals provide fresh out-of-the-oven taste and quality with a minimum of effort
“The Sweet Basil Experience”
Marketing and Sales Overview
Home Meal Replacement IndustrySweet Basil’s Target MarketBoulder DemographicsPotential CompetitorsMarketing StrategyTest Marketing ResultsPromotion and Advertising
Home Meal Replacement Industry
“Home Meal Replacement means total meal solutions, the kind of wholesome, nutritious food people would cook for themselves if they only had the time” Restaurant Business August 1, 1997
Fastest growing segment of food service industry
Projected sales for 1997 $80-$100 billion
Trends Driving Growth
Two trends Consumer Time Poverty Quest for a Nostalgic Dinner
Target Market
DINKS- Double Income No KidsFamiliesSingle Young People
Boulder Demographics
63% of the Boulder population fits into one of our target markets
Boulder Population by Category
23.30%
19.50%
18.10%
39.10%
Families Off-Campus Students DINKS Other
Competition
Specialty StoresSupermarketsRestaurantsFast Food RestaurantsCompete on the basis of Quality and
Convenience
Marketing Strategy
Build name recognition and equityObtain and maintain customer
loyaltyCompete aggressively with other
HMR alternativesUtilize word of mouth advertising
positively
Test Marketing
50 Interviews75% interested in a Sweet Basil type
store40% take out food on a weekly basisSpend an average of $20 a week on
take-out
Promotions and Advertising
Test MarketingSamplingNewspapersDonationsFlyers
Development Overview
OverviewScheduleCritical Areas of Development
Schedule
Phase 1: Current Development (1 month)
Phase 2: Preparation (3 months)Phase 3: Finalizing (1 month)Phase 4: Opening and growthPhase 5: Expansion
Phase 1: Current Development
Secure location and leaseObtain Boulder demographicsSurvey potential customersDevelop marketing planIdentify costs to openHire Attorney and ArchitectMenu DevelopmentFile Articles of Incorporation
Phase 2: Preparation
Store remodeling and renovationIdentify and purchase equipmentImplement marketing planIdentify and contract with suppliers
Phase 3: Finalizing
Obtain permits and licensesFinalize menu designInstall and test equipmentBuilding InspectionPrivate openingPublic opening
Phase 4: Opening and Growth
Build customer baseTrack and understand customer
buying habitsEstablish Sweet Basil as HMR
alternative
Phase 5: Expansion
DeliveryCateringSecond Location
Critical Areas of Development
Facility and LeasePermits and LicensesMenu DevelopmentRemodeling and RenovationEquipmentAttorney ServicesInsuranceMarketing Plan
Operations Overview
Management and EmployeesCustomer ServicePurchasing and InventoryPoint-of-Sale System
Management and Employees
Staff of six four owner-managers two additional employees
Training / Responsibility four owner-managers share training and
responsibility two employees skilled beyond the
register
Management and Employees (con’t)
Profit Sharing two employees each receive 5% of
operating income as an incentive builds commitment to Sweet Basil
Dividends four owner-operators each receive 22.5%
of net income as a dividend this leaves 10% for reinvestment in Sweet
Basil
Customer Service
Hours of Operation 11:30 a.m. to 9:30 p.m. 7 days a week
Full and Self ServiceActively seek customer feedback and
input
Purchasing and Inventory
Just-In-Time systemFive basic categories
meats and poultry - 4 times / week vegetables - 4 times / week dairy - 3 times / week non-perishables - once / month (as
needed) packaging - twice / month (as needed)
Point-Of-Sale System
Integrates operationsTracks sales, buying patterns, inventoryGreatly reduces paper work /
bookkeepingComponents
two cash register systems one kitchen system one server in office
Financial Overview
Pre-Opening ExpensesMonthly ExpensesMonth One Sales Projection and
GrowthProjected ProfitabilityProjected Cash FlowsMonthly Breakeven Analysis
Pre-Opening Expenses
Total pre-opening expenses= $49,348Assets expensed when purchasedTotal assets= $27,200
Kitchen Equipment and Supplies= $6,800 Office Equipment and POS system= $10,400 FOH Equipment and Outdoor sign= $10,000
Monthly Expenses
Owners’ Salaries $8,660Assistants’ Salaries $2,598Store Lease $3,844Utilities $588Office Supplies $100Repairs and Maintenance $300Miscellaneous $150Total Expenses $16,240
Month One Sales Projections
Estimated average ticket price $12Expect 40 customers per dayRevenues = $14,148Average Cost of Goods Sold = 34.4% Cost of Goods Sold = $4,867Gross Profit = $9,281Average of $480 per day
Growth Rates
50% in July - total sales = $21,222 50% in August - total sales = $31,834 7% in September - December10% Quarterly in 1999 & 200010% Annually in 2001 & 2002Over $1 million in sales at end of 2002
Five Year Net Income Projection
(100,000)
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Year1998
Q11999
Q2 Q3 Q4 Q12000
Q2 Q3 Q4 Year2001
Year2002
Period
Cumulative
Year One Cash Flow Projection
(10,000)
(5,000)
-
5,000
10,000
15,000
20,000
25,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Period
Cumulative
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Year1998
Q11999
Q2 Q3 Q4 Q12000
Q2 Q3 Q4 Year2001
Year2002
Period
Cumulative
Five Year Cash Flow Projection
Monthly Breakeven Analysis
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
40 45 50 55 60 65 70 75 80 85 90 95 100
Average Customers per Day
$10 Ticket Price $12 Ticket Price
$14 Ticket Price $16 Ticket Price
Breakeven Point = $28,287