BUSINESS PLAN - Manic Organic

BUSINESS PLAN

C O N F I D E N T I A L – D o N o t D i s t r i b u t e W i t h o u t P e r m i s s i o n2

J.B. Berns(212) 734-6313 [email protected]

C O N F I D E N T I A L – D o N o t D i s t r i b u t e W i t h o u t P e r m i s s i o n 3

TABLE OF CONTENTS

Executive Summary 4

Manic Organic™ Branding 5

Manic Organic™ Market and Leadership 7

Ownership & Locat ion 9

Products and Services 10

Restaurant Design 14

Manic Organic™ Product Expansion 17

Market Analysis Summary 20

Organic Products 23

Market Segmentat ion 31

Competit ive Comparison 34

Strategy and Implementation Summary 36

Competit ive Edge 37

Marketing Strategy 38

Management Summary 42

Trademark Approval 44

Trademark Fi l l ing Receipt 45

Trademark Appl icat ions 49


EXECUTIVE SUMMARY

The way Americans eat is changing. Cul inary v is ionaries are embracing the s low food movement, which stresses the importance of local ly grown, organic ingredients. Mi l l ions of consumers are now more aware of nutr it ion and what ingredients make up the food they eat. A survey from Technomic indicates that not 64% of consumers indicate that i t is important to eat healthy, and the National Restaurant Associat ion indicates that 72% of customers are more l ikely to vis i t a restaurant that offers healthier options.

Manic Organic™, Inc. is proud to launch a fast casual restaurant chain with locat ions in New York City that wi l l expand nat ionwide. Manic Organic™ wil l offer the best select ion of healthy, organic meals for lunch and dinner. Unl ike exist ing fast casual restaurants, Manic Organic™’s meals wi l l feature completely fresh and organic ingredients. To continue to provide customers with the best select ion of organic meal options, Manic Organic™ wil l expand to mult iple restaurant locat ions, as wel l as to new product l ines that can be sold at grocery stores, retai l out lets, and through home del ivery systems.


Manic Organic™ products wi l l include juices, teas, bott led water, snack foods, and frozen foods. Manic Organic™ wil l a lso sel l meal replacement options that consumers can easi ly incorporate into their dai ly diets. This meal replacement product l ine wi l l be del ivered direct ly to the consumers’ homes and wi l l be promoted on televis ion, l ike category leaders, but less fresh exist ing products from Nutr iaSystems and Jenny Craig. Further, Manic Organic™ wil l offer a l ine of baby food, chi ldren’s snacks, v itamins, as wel l as personal care and cleaning products. Each of these product categories is experiencing growth, in part icular in the areas of green, environmental ly fr iendly products, as more consumers now elect to spend money consciously on products that are better for them and the world at large.

A mult idimensional brand, wherever there is an opportunity to consume a healthier alternat ive, Manic Organic™ wil l have a product. Manic Organic™ wil l become ubiquitous with healthy, nutr i t ious eat ing.

Manic Organic™ BrandingAs across al l industr ies, consumers are seeking healthy alternat ives to exist ing products. As such, Manic Organic™ wil l create a brand that is synonymous with clean l iv ing. Manic Organic™ wil l launch an array of healthy, organic product l ines that wi l l touch a var iety of product categories. A vibrant, l ikeable, and highly recognizable mascot, the Farmer, wi l l help customers identi fy the brand, as wel l as serve as an educator to consumers and chi ldren seeking to know more about organic products. Today, brand mascots are becoming essential to successful social media campaigns. Consumers are more l ikely to remember a mascot and identi fy i t with the brand, creat ing up to 37% more buzz, and 30% more conversat ions, according to a survey from Synthesio. Consumers are more l ikely to be engaged with the brand itsel f when there is an emotional connection. Manic


Organic™ recognizes the power of the mascot, and as such, wi l l use Ms. Manic Organic in al l of i ts restaurants, on its product labels, and on its logo.

Other fast food brands have capital ized on the power of having a recognizable, appeal ing mascot to represent the company:

But only Manic Organic™ wil l provide a mascot that embodies a new, healthier future – both in his physical looks but in the information he suppl ies. The Manic Organic™ Farmer wi l l have a monthly newsletter that goes to loyal consumers with nutr it ional t ips. She wi l l a lso be featured heavi ly on Manic Organic™ merchandise, in restaurants, and on packaging. The Manic Organic™ Farmer mascot wi l l represent the Ideal Woman, the essence of what’s good. Women, men, and chi ldren are drawn to her. The Farmer wi l l have the strength of Rosie the Riveter, President Teddy Roosevelt , the respect of Quaker Oats, and the trust of Mr. Clean.


Ms. Manic Organic™ wil l engage in a var iety of promotional tact ics to generate interest in i ts fast casual concept restaurant. Manic Organic™ wil l develop a brand that celebrates i ts dedicat ion to using fresher, organic ingredients to create wholesome meals. In order to reach customers, Manic Organic™ wil l create a comprehensive website, social media presence, televis ion advert is ing, as wel l as a publ ic relat ions team to launch its restaurant locat ions. Manic Organic™ also ant ic ipates increased demand for i ts restaurants and organic product l ines as a result of posit ive word of mouth from sat isf ied customers.

Manic Organic™ Market and LeadershipNearly half of all U.S. consumers are willing to pay more for environmentally friendly products. Since 1990, the sale of organic food and beverages has increased from $1 billion in sales to $32.5 billion. When eating away from home, consumers are more frequently seeking out healthier foods. Fast casual restaurants, which offer fresher healthier ingredients than those typically found at fast food restaurants, offer an inviting compromise. In 2013, sales at fast casual restaurants grew 11% over 2012 – and the number of restaurants increased by 8%. Consumers are becoming more health conscious due to a variety of factors, including experiencing the effects of aging, mounting healthcare costs and rising obesity rates. Additionally, in 2013, 36% of consumers at fast casual restaurants indicated they ordered a low-calorie meal compared to the previous year. Manic Organic™ will begin operations by launching and then clustering fast casual restaurants in New York City, before expanding to locations in Philadelphia, Chicago, and Boston. Unlike its competitors, Manic Organic™ will offer less prepared items, ensuring that each meal is fresh and loaded with proper nutrition.

J.B. Berns owns the Manic Organic™ concept. Mr. Berns brings a wealth of experience in the health and fitness industry to Manic Organic™. He was a Celebrity Trainer, well-known Fitness Expert, and the Owner of Twenty-First Century Physiques; a direct


response infomercial Agency. He has successfully developed and promoted numerous workout techniques. Mr. Berns is the Creator of the Urban Rebounding workout program, which was named by Consumer Reports as a “Top 100 Product of the Year,” has sold over 4 million units, and is featured in more than 5,000 gyms worldwide. He is also responsible for Jackie Chan’s CableFlex System. Mr. Berns is also the Author of the book, Do It or Age Quickly. He has appeared on many national television programs and networks, including The Today Show, CNN, CBS, NBC, The View, and The Doctors.

He will be joined by James S. McGinnis, who will serve as a Consultant for the Company. Mr. McGinnis is the former executive with Sizzler International, where he worked for 20 years to expand the company’s operations both domestically and abroad. Mr. McGinnis also worked for Collins Foods International for more than five years. He has since served on Collins Foods International’s Board of Directors, as well as worked as a Management Consultant for the United States Agency for International Development. Mr. McGinnis will provide a unique insight into the restaurant industry.

Chef Andy Weller, an established and successful chef well versed in a wide range of cuisines, will lead the menu and nutritional development of the company, while Bruce Coflin will provide guidance and advisory council on all trademark and copyright issues.

To achieve Manic Organic’s™ objectives, Manic Organic™ is seeking to develop and open 3 casual fast food restaurants in NYC proper for $3,000,000 in total investor capitalization.


Ownership & Location

Manic Organic™ concept is a New York S-Corporation

wholly owned by J.B. Berns (100%).


PRODUCTS AND SERVICES

Today’s consumers are more concerned about the qual i ty of their food than ever before. More and more people seek out fresh, organic products on a regular basis . Yet, for customers on the go, organic options can st i l l be diff icult to f ind. No longer.

Manic Organic™ is a start-up fast food restaurant that wi l l special ize in providing customers with the best select ion of fresh, organic meals for lunch and dinner. Beginning operat ions in New York City, Manic Organic™ wil l offer seat ing for up to 45 guests, who can expect to enjoy only the best qual i ty organic dishes for lunch and dinner. Manic Organic™ wil l a lso offer del ivery and take-out services, helping to br ing healthy meals direct ly to the consumer’s door or place of business.

Manic Organic™ restaurants wi l l serve a var iety of fresh, healthy menu items for both lunch and dinner. The fol lowing image provides an overview of the restaurant’s menu, fol lowed by pictures of the restaurants’ food select ions.


The Manic Organic menu is designed for casual fast food that is

100 percent organic. Customers have a choice from our flagship

•Organic Free Range Boneless Chicken•Organic Free Range Meat

•Organic Shrimp and Grilled Vegetable Skewer •Grilled Vegetable Skewer

The Vegetable included in each fork skewer are red peppers | mushroom | zucchini | squash | tomato |

red onion

In addition, customers will be able to pick 2 full portions of any of the delicious organic

appetizers and their choice of Kale Salad or Color Salad

choice of dressing:Poblano-Tahini · Chive Vinaigrette · Creamy Wasabi

Per Person 10.95Vegetable Fork Skewer 8.95

CHOOSE ONE

Organic Free Range Grilled Chicken with 2 appetizers and choice of salad

11.95

Organic Grass Fed Filet Meat with 2 appetizers and choice of salad

12.95

Organic Shrimp and Grilled Vegetables Fork Skewer with 2 appetizers and choice of salad

10.95

Just Organic Grilled Vegetable Fork Skewer with 2 appetizers and choice of salad

9.95

CHOOSE ANY TWO•Mixed Steamed Vegetables

•Sweet Mash Potato•Steamed Brown Rice•Steamed Jasmine Rice

•Quinoa Salad•3 Bean Salad•Beet Salad•Steamed Tofu•Hummus•Edamame

Desserts5.95

• CHOCOLATE GANACHE CAKE

• TIRAMISU

• CHEESECAKE

Beverages

GREEN TEA 3.95

SMALL WATER - SPARKING or STILL 2.50

Smoothies & Shakes6.96

BLUE SKYblueberry, banana

PINK LADYpineapple, raspberry banana

MORNIN’ JOEespresso, vanilla, chocolate ice cream

ORANG’ YA GLADorange juice and vanilla ice cream

Fresh Juices6.95

GINGER MIXcarrot, apple, ginger

GREEN ENERGYcucumber, celery, spinach, carrot

THREE COLOR DRINKapple, beet, carrot

WAKE UP DRINKpineapple, ginger, lemon, apple




Restaurant DesignManic Organic™ restaurant locations will be around 1,700 to 2,000 square feet in size, with approximately 500 to 600 dedicated to kitchen space. Manic Organic™ will create a bright, welcoming atmosphere that uses warm wood colors and a natural, plant-like environment. Images of The Farmer, the Manic Organic™ mascot, will be framed and hung throughout the interior. The Manic Organic interior of both fixed bench communal seating and the size of the dining space will resemble Chipotle, coupled with a fixed, organized, fun, and hearty menu. The interior space of the Manic Organic will be more high-end then Chipotle and have many plants in the interior along with an attractive de stressed wood façade. My consultants and I have taken great notice of what Chipotle has achieved in the market place and its recent achievement of reaching over 1 billion dollars in annual sales.

The following images provide early design ideas for Manic Organic™ locations.



The proposed appearance of the Manic Organic restaurant attempts to brand the colors of the mascot Manic Organic Farmer, using several distressed wood patterns, plants, and a timeless glass façade. Reclaimed wood and black steel will work together in the restaurant to give a traditional modern farmhouse a rustic, airy feeling, while the openness and clean lines and simplicity will move the concept into the attractive and trendy. The kitchen is designed to be open so customers can view the delicious organic food being made for them in real-time, while the front of the restaurant is designed to accommodate takeout requests and delivery.


Manic Organic™ Product ExpansionAfter beginning operations in New York City, Manic Organic™ will expand to new locations in Philadelphia, Pennsylvania; Boston, Massachusetts; and Chicago, Illinois. Manic Organic™ will also pursue additional expansion options, which will capitalize on the popularity of organic foods and need for healthier meals in the home. Manic Organic™ will create the following product lines:

MEAL REPLACEMENT LINE Manic Organic™ will create an at-home delivery service of healthy, well-balanced meals that will help clients lose and maintain an ideal weight. These products will be advertised and promoted on television, like popular meal replacement

category leaders NutriaSystem and Jenny Craig.

FROZEN FOOD LINEManic Organic™ will sell a frozen food line of organic dishes at supermarkets such as Whole Foods and other retailers. Manic Organic™ will focus on selling its flagship product, Manic Organic™ Free Range Grill Chicken.

JUICE AND ICE TEA LINEManic Organic™ will create a line of fresh juices and ice teas, which will be sold through supermarkets, convenience stores, and big box retailers nationwide.

SPRING WATER LINE A truly organic spring water line, Manic Organic™’s bottled water will not use stabilizers to remove sediment, making it a healthier option for consumers.


BABY FOOD LINE Manic Organic™ will sell a line of organic baby food at supermarkets and other retail outlets.

AIRLINE FOODUsing only organic ingredients, Manic Organic™ will offer a line of meals that airlines can easily prepare and serve on flights.

KIDS’ HEALTHY SNACK LINEHealthy eating habits are formed early. Manic Organic™ will create a line of children’s snacks that expose children to fresh vegetables, fruits, nuts, and grains.

YOGURT LINEManic Organic™ will launch a yogurt line that features the best quality organic yogurt. A healthy meal any time of day, yogurt, specifically Greek yogurt, has become immensely popular in recent years, as it is rich in protein and calcium.

HYGIENE PRODUCT LINEManic Organic™ will sell a line of toothpastes, mouthwash, and deodorant made from organic ingredients.


VITAMIN LINEManic Organic™ will retail a line of vitamins and supplements made from organic compounds. Manic Organic™ will focus on kids’ vitamins.

CLEANING PRODUCT LINE Manic Organic™ will create a collection of kitchen and bathroom cleaning products that use natural ingredients.

ORGANIC GUM AND BREATH MINTS LINEMany gums and breath mints are filled with artificial sweeteners that have inconclusive long-term results on the body. Manic Organic™ will create a line of gums and breath mints that use only organic ingredients.


MARKET ANALYSIS SUMMARY

The Restaurant industry continues to grow in 2014, generat ing $683 bi l l ion in sales. The industry has been adding jobs faster than the nat ional average for 15 consecutive years. Today, the restaurant industry employs 13.5 mil l ion individuals, or 10% of the American workforce. More than half of adults have worked at a restaurant in their l ives.

American households spend an average of more than $2,600 each year eat ing away from home. A typical day in the restaurant industry generates more than $1.8 bi l l ion in revenue. The fol lowing image provides an overview of the Restaurant industry from the National Restaurant Associat ion.1

1“2013 Restaurant Industry Pocket Factbook” Source: http://www.restaurant.org/Downloads/PDFs/News-Research/Factbook2013_LetterSize.pdf


Thank you to our National Restaurant Association 2013 Restaurant Industry Forecast sponsor

2013 Restaurant Industry

Pocket Factbook

Visit Restaurant.org/Forecast to view the

2013 Restaurant Industry Forecast video

America’s Restaurants:Small BuSineSSeS with a large impact on our nation’S economy

Restaurant-industry sales are projected to total $660.5 billion in 2013 and equal 4% of the U.S. gross domestic product.

Restaurant-industry job growth outpaced the overall economy in 13 consecutive years, from 2000 to 2012.

The restaurant industry is projected to employ 13.1 million people in 2013, or nearly 10% of the U.S. workforce.

The restaurant industry is expected to add 1.3 million jobs over the next decade, with employment reaching 14.4 million by 2023.

93% of eating-and-drinking place businesses have fewer than 50 employees.

More than seven out of 10 eating-and-drinking place establishments are single-unit operations.

Average unit sales in 2010 were $849,000 at fullservice restaurants and $753,000 at quickservice restaurants.

cornerStoneS of career and entrepreneurial opportunitieS

One-half of all adults have worked in the restaurant industry at some point during their lives, and one out of three adults got their first job experience in a restaurant.

80% of restaurant owners said their first job in the restaurant industry was an entry-level position.

59% of first-line supervisors/managers of food preparation and service workers in 2011 were women, 18% were black or African-American and 15% were of Hispanic origin.

Restaurants employ more minority managers than any other industry.

The number of black or African-American-owned restaurant businesses jumped 188% between 1997 and 2007, compared to a 36% increase for all restaurant businesses.

The number of Hispanic-owned restaurant businesses increased 80% between 1997 and 2007, while the number of Asian-owned restaurant businesses grew 60%.

an eSSential part of daily life

93% of adults said they enjoy going to restaurants.

45% of adults said restaurants are an essential part of their lifestyle.

68% of adults said their favorite restaurant foods provide flavor and taste sensations which cannot easily be duplicated in their home kitchen.

79% of adults said going out to a restaurant with family or friends gives them an opportunity to socialize and is a better way for them to make use of their leisure time rather than cooking and cleaning up.

2013*

2000

1990

1980

1970

$660.5$379.0

$239.3

$119.6

$42.8

RestauRant-IndustRy sales

*Projected

(Billions ofCurrent Dollars)

RestauRants by the Numbers

locations 980,000

RestauRant-IndustRy shaRe OF the FOOd dOllaR

1955 Present

25%

RestauRant-IndustRy emPlOyment *Projected

2003 20232013* *

11.6million

13.1million

14.4million

Commercial $602.5

Eating Places 441.9

Bars and Taverns 19.5

Managed Services 45.6

Lodging Place Restaurants 33.1

Retail, Vending, Recreation, Mobile 62.4

Other 58.0

2013 Industry sales Projection:

$660.5 billion 2013 Sales(Billion $)

$1.8 Billion Restaurant-industry sales on a typical day in 2013.

86 Percent of adults who said there are more healthy options at restaurants than there were two years ago.

34 Percent of adults who said they have used the Internet to search for nutritional information about restaurant food.

44 Percent of adults who said they would be likely to utilize a self-service ordering terminal if it was offered by a quickservice restaurant.

66 Percent of adults who said they are more likely to patronize a restaurant that offers a customer loyalty and reward program.

79 Percent of adults who said they would like to receive a restaurant gift card or gift certificate on gift occasions.

$2,620 Average household expenditure for food away from home in 2011.

$83,947 Sales per full-time-equivalent non-supervisory employee at eating-and-drinking places in 2011.

79 Percent of adults who said they would consider dining out more often if menu prices were lower during off-peak times.

40 Percent of adults who said they would be likely to utilize a smartphone application if it was offered by a quickservice restaurant.

71 Percent of adults who said they are more likely to visit a restaurant that offers locally-produced food items.

32 Percent of adults who said they would likely use a mobile or wireless payment option if it was offered by a fullservice restaurant.

47%

The fast-casual restaurant segment of the Restaurant industry infuses the convenience of the fast food with menu items that contain fresh ingredients. In 2013, sales at fast casual restaurants grew 11% over 2012 – and the number of restaurants increased by 8%. Addit ional ly, between November 2012 and 2013, the fast casual segment saw an 8% increase in guest counts,


while traff ic at tradit ional quick service restaurants, l ike McDonalds or Burger King, remained f lat . 2

Bonnie Riggs, NPD Group restaurant industry analyst states, “Many fast-casual restaurants were posit ioned as a fresh, made-to-order alternat ive to tradit ional fast food options, and consumers responded posit ively. The segment has benefited from fast-food consumers trading up and ful l -service customers trading down.” The fol lowing chart from the NPD Group i l lustrates the increases in v is i ts to fast casual restaurants in the last year.3

The move towards fast casual restaurants suggests that consumers have an increasing appetite for healthier food and beverage products. The National Restaurant Associat ion reports that 58% of adults are more l ikely to vis i t a restaurant

i f i t offers food grown or raised in an organic or environmental ly fr iendly way.4 Addit ional ly, 72% of consumers are more l ikely to vis i t a restaurant that offers healthful options. This f inding is a lso correlates to consumer food buying patterns nat ionwide – approximately eight out of 10 U.S. famil ies now buy organic products.5

2“How the Fast Casual Segment is Gaining Market Share” Forbes. June 23, 2014. Source: http://www.forbes.com/sites/greatspecula-tions/2014/06/23/how-the-fast-casual-segment-is-gaining-market-share-in-the-restaurant-industry/3“Key Trends Explaining Our Price Valutation…” July 31, 2014. Source: http://www.trefis.com/stock/cmg/articles/250036/key-trends-explaining-our-628-price-valuation-for-chipotle/2014-07-314“Consumer Trends by the Numbers” National Restaurant Association. Source: http://www.restaurant.org/Downloads/PDFs/News-Research/re-search/Factbook2014_LetterSize.pdf5Watson, Elaine. “Organic Trade Association: U.S. Retail Sale of Organics Grew 11.5% to $35.1 Billion in 2013” May 13, 2014. Food Navigator. Source: http://www.foodnavigator-usa.com/Markets/US-retail-sales-of-organics-grew-11.5-in-2013-to-35.1bn


Organic ProductsThe organic products industry grew to reach $35 billion in sales in 2013, with food accounting for $32.5 billion in sales, according to a May 2014 article from Time magazine. This reflects an annual growth of 11.5% and represents the organic food sector’s strongest sales in five years. By the close of 2014, sales of organic foods will have increased by 12%.6 Consumers are buying more organics because they are “not produced with toxic and synthetic pesticides; and they are from livestock and dairy raised without antibiotics and synthetic growth hormones.”7 The following is a breakdown of the sales of organic food by type:8

6Stampler, Laura. “Organic Food Sales on the Rise” Time magazine. May 13, 2014. Source: http://time.com/97949/organic-food-sales-on-the-rise/ 7Watson, Elaine. “Organic Trade Association: U.S. Retail Sale of Organics Grew 11.5% to $35.1 Billion in 2013” May 13, 2014. Food Navigator. Source: http://www.foodnavigator-usa.com/Markets/US-retail-sales-of-organics-grew-11.5-in-2013-to-35.1bn8“U.S. Organic Food Sales Totaled $32.3 Billion in 2013.” IFT. May 15, 2014. Source: http://www.ift.org/food-technology/daily-news/2014/may/15/us-organic-food-sales-totaled-$32-b-in-2013.aspx9About LOHAS. Source: http://www.lohas.com/about

Organic Food Sales

Product Category Sales in 2013Organic Fruits and Vegetables $11.6 billionOrganic Packaged and Prepared Food $4.8 billionOrganic Bread and Grain $3.8 billionOrganic Snack Foods $1.7 billionOrganic Meat, Poultry, and Fish $675 million

The increasing sale for organic products bodes well for Manic Organic™ as it plans to expand beyond its initial fast casual restaurant ventures. Consumers are not only more interested in eating food grown in a healthier manner, but also are seeking organically made cleaners and hygiene products, as well as vitamins and supplements. LOHAS, or Lifestyles of Health and Sustainability, estimates that environmentally sustainable products make up a $290 billion marketplace, which it breaks down as follows:9


LOHAS Environmentally Sustainable Product Marketplace

Category ValuePersonal Health

» Natural, organic products » Nutritional products » Integrative health care » Dietary supplements » Mind, body, spirit products

$117 billion

Green Building » Home certification » Energy Star appliances » Sustainable flooring » Renewable energy systems » Wood alternatives

$100 billion

Eco-Tourism » Eco-tourism travel » Eco-adventure travel

$42 billion

Natural Lifestyles » ndoor and outdoor furnishings » Organic cleaning supplies » Compact fluorescent lights » Social change philanthropy » Apparel

$10 billion

Alternative Transportation » Hybrid vehicles » Biodiesal fuel » Car sharing programs

$20 billion

Alternative Energy » Renewable energy credit » Green pricing

$1 billion


In 2014, national retailer Target launched a Made to Matter collection, which launched a 120 SKU product line of natural, organic, and sustainable products from a variety of manufacturers. According to the retailer, 97% of its shoppers already buy at least some of natural, organic, or sustainable ingredients at the store. Target’s dedication to diversifying and expanding its natural and organic product line demonstrates the existing demand for these goods. Reports Forbes, “The pressure is on for national retailers to practice conscience capitalism, as consumers are increasingly voting with their dollars, favoring stores whose operating practices and products reflect some sort of social good.”10

With other retailers hoping to stock new all-natural product lines, Manic Organic™ is proud to launch several new products that will fulfill this need. The following offers a brief overview of these potential product categories.

Meal Replacement Services for Weight LossApproximately 75% of American adults will be overweight or obese by 2015. This startling figure is helping to propel sales in the Weight Loss industry. Weight gain can lead to serious health concerns, including heart disease, stroke, type 2 diabetes, and cancer. As a result, consumers strive to follow weight loss and nutrition plans. In the next five years, market research firm IBISWorld predicts that the number of people buying weight loss services, including meal replacements, will increase at an annualized rate of 1.1%. The following chart provides an overview of this $2.5 billion industry.

10Thau, Barbara. “target Makes Big Push Into Natural, Organic Market” April 9, 2014. Source: http://www.forbes.com/sites/bar-barathau/2014/04/09/target-makes-big-push-into-natural-organic-market-whole-foods-sweet-spot-with-made-to-matter/


% c

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4

−2

−1

0

1

2

3

2008 10 12 14 16 18Year

Per capita disposable income

SOURCE: WWW.IBISWORLD.COM

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−20

−15

−10

−5

0

5

2006 08 10 12 14 16 18YearRevenue Employment

Revenue vs. employment growth

Products and services segmentation (2014)

60.6%Weight loss services

38.7%Merchandise sales

0.7%Other

SOURCE: WWW.IBISWORLD.COM

Key Statistics Snapshot

Industry at a GlanceRevenue

$2.5bnProfit

$295.3mWages

$777.7mBusinesses

29,904

Annual Growth 14-19

1.1%Annual Growth 09-14

-0.6%

Key External DriversHealthy eating indexPer capita disposable incomeNational unemployment rateDemand from primary care doctors

Market ShareWeight Watchers International Inc. 45.0%NutriSystem Inc. 13.8%Northcastle Partners LLC 13.1%MediFast International Ltd. 12.3%


Frozen Food ProductionHealthy eating will also play a large role in the future of frozen foods. IBISWorld predicts that over the next five years, “…manufacturers will continue to develop new products that appeal to health-conscious consumers and invest in marketing campaigns to boost the image of frozen foods.” This is necessary in part because many consumers now worry that the low-calorie frozen meal is not healthy; according to a study from Mintel, two-fifths of U.S. adults say frozen dinners have little nutritional value. As a result, sales of category leader Lean Cuisine have suffered, while Amy’s Kitchen, a provider of organic frozen foods, has seen sales grow. In 2013, this brand’s sales increased 13% to reach $240 million in revenue.11 As Americans strive to eat more nutritious foods at every meal, the need for healthier, organic packaged foods will help Manic Organic™ find its niche.

Juice and Ice TeaManic Organic™ will expand into the Juice Production sector, which will generate $21.5 billion in revenue this year. IBISWorld notes “increasingly, health-oriented consumers have switched from soda to the Juice Production industry’s products.” Over the past several years, a desire for healthier lifestyles and a growing demand for products which do not contain high fructose corn syrup have caused consumers to switch from sodas to the products in this category, such as bottled teas, flavored waters, and fruit juices. Health and environmentally conscious consumers will continue to turn to the products in this category as alternatives to sodas and bottled water in the coming years, providing ample market opportunity for Manic Organic™’s healthy and refreshing products.12

Bottled WaterBottled Water has become a big business as consumers seek an alternative to home tap water or at-home filters. While the category is price sensitive and was not immune to the fluctuations of the economic recession, today it has recovered, and is expected to grow at a compound annualized rate of 3.1% over the next five years. The industry will generate $8.5 billion in sales in 2014, with almost 70% of the revenue for the industry

11Boyle, Matthew. “Nestle Lean Cuisine Sales Drop as Shoppers Shun Freezer” March 13, 2014. Source: http://www.bloomberg.com/news/2014-03-12/nestle-lean-cuisine-sales-drop-as-shoppers-shun-freezer.html12“Juice Production” IBISWorld. Source: www.ibisworld.com


originating from single-serving bottles of still water. By 2019, the industry’s revenue will reach $9.9 billion.13 Manic Organic™ will not use stabilizers in the water to remove sediment, helping to differentiate and further define its organic nature in the market.

Baby FoodThere is a mini baby boom presently occurring in the United States, according to demographers. While the struggling economy caused many would-be parents to wait, today economic improvements throughout North America are encouraging echo boom parents to begin families.14 In the last year, the number of babies born increased by 4,700; the largest increase in births in the past five years.15

The prevalence of young mothers-to-be in markets everywhere show promise for strong growth in all baby products. A projected increase in birthrate over the next few years will strengthen demand for baby durables. This increase will occur across all races, and also includes a boost in the number of twins born in the United States, perhaps due to fertility treatments becoming more common as women postpone childbearing. The following graph illustrates the increase in births throughout the U.S.16

Today’s parents can expect to spend around $245,340 on raising a child to the age of 18. In the first two years of life, parents typically spend around $12,940.17 More children are helping to fuel the demand for organic baby foods. Premium baby foods are part of a $1.5 billion industry that expands from babies to toddlers, consuming pouches of pureed vegetables and fruits. As of 2013, approximately 21% of the products in this category were organic.18

Number of Births43210

-1-2-3

05 07 09 11 13 15 17

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e

year

13“Bottled Water” IBISWorld. Source: www.ibisworld.com14Censky, Annalyn. “The Coming Baby Boom Recovery” August 9, 2012 CNNMoney. Source: http://money.cnn.com/2012/08/09/news/economy/baby-boom-recovery/index.htm15AP. “U.S. Birth Rate Increases for First Time in 5 Year, Report Says” May 29, 2014. Source: http://www.huffingtonpost.com/2014/05/29/us-birth-rate-increases_n_5413030.html16“Baby Stroller & Car Seat Manufacturing” IBISWorld. January 2012. Source: www.ibisworld.com17USDA “Expenditures on Children by Families” Source: http://www.cnpp.usda.gov/ExpendituresonChildrenbyFamilies18Hill, Michael. “More Babies Squeezing Organic Food from Pouches” January 10, 2013. Source: http://news.yahoo.com/more-babies-squeezing-organic-food-185224692.html;_ylt=A2KJ3CYUavVQpSgAUzHQtDMD


Airline FoodThe $4.7 billion Airline Catering Services industry features experienced setbacks during the economic recession, as fewer consumers traveled due to financial restrictions. In 2013, the air travel industry began to recover, and so too did the catering industry. Over the course of the next five years, the Airline Catering Services industry is expected to grow at an average annualized rate of 2.2% to $5.2 billion. States market research firm IBISWorld, “As a result of increasing air traffic, demand for airport catering will likely expand. Revenue growth will be limited by ongoing cost-cutting measures taken by airlines; nevertheless, rising demand for premium foods for businesses and first-class passengers will provide growth opportunities for caterers.”19

Snack FoodManic Organic™ will operate in the $34.6 billion Snack Food Production industry. Much of this industry’s recent growth is attributed to the introduction of healthier, value-added products. According to market research firm IBISWorld, the introduction of product lines, such as nuts and seeds, as well as reduced-sodium and fat products, met the consumer demand for healthier foods and helped keep the industry growing. As consumers become increasingly health conscious, it is likely that they will search for foods that are even more nutritious, such as the healthy, ready–to-drink natural snacks provided by Manic Organic™.20

YogurtA double-digit growth category, according to The NPD Group, yogurt has become a “food celebrity.” Consumption of yogurt has more than doubled in the past decade. Today, one in three people eat yogurt. Driven by the popularity of protein-rich Greek yogurt, retail sales of yogurt in the United States are expected to reach $9.3 billion by 2017.21

19“Airline Catering Services” IBISWorld. 20“Snack Food Manufacturing” IBISWorld. September 2014. Source: www.ibisworld.com21Berry, Donna. “Greek Yogurt’s Rise Continues” Food Business News. February 18, 2014. Source: http://www.foodbusinessnews.net/articles/news_home/Dairy_News/2014/02/Greek_yogurts_rise_continues.aspx?ID=%7BC972697D-4FFC-4CCA-9FAA-3CF2CF3BDC79%7D&cck=1


Hygiene and Grooming Personal Care ProductsBy 2020, the global organic personal care industry is expected to be valued at $15.9 billion, according to a study by Grand View Research. Organic skin care is one of the largest product segments for this industry. A research report from Transparency Market Research states, “The U.S. demand for organic products is estimated to grow at a CAGR of 10.2% from 2012 to 2018. Strong awareness of the efficacy of personal care products and lifestyle changes are the key drivers in this region.”22

Vitamins and Nutritional SupplementsThe Nutrition Business Journal estimates that more than 50% of Americans have taken nutritional supplements, and that there is commensurate demand globally. The dietary supplement industry generated an estimated $23 billion in sales in 2012.23 As shown on the following chart, sales of vitamins and dietary supplements have steadily increased over the past seven years.24

Consumers throughout the United States are increasingly interested in vitamins and health supplements. According to the Wall Street Journal, an aging as well as a more health conscious population has helped to increase supplement sales. “Consumers are taking increasing personal responsibility for their own health and wellness. Vitamins and dietary supplements play an important and direct role in this,” says Paul Sturman, the President of Pfizer’s consumer healthcare division.

The International Food Information Council’s (IFIC) ‘Food & Health Survey,’ further backs up the claim that Americans are increasingly concerned with health and actively

22Yeomans, Michelle. “Global Organic Cosmetics Market to Reach $13.2 billion by 2018” June 27, 2013. Source: http://www.cosmeticsdesign-europe.com/Market-Trends/Global-organic-cosmetics-market-to-reach-13.2-billion-by-201823Ing, Serena and Rockoff, Jonathan. “With Top Lines Drooping, Firms Reach for Vitamins” March 31, 2013. Wall Street Journal. Source: http://online.wsj.com/news/articles/SB1000142412788732439280457836207362434481624Ibid.


searching for information and preventive care. The IFIC found that consumers’ nutrition knowledge is increasing: 92.0% of people surveyed could name a specific food or beverage and its associated benefit, compared to between 77.0% and 82.0% of people surveyed in 2002. “Consumers are becoming more health conscious due to a variety of factors, including experiencing the effects of aging, mounting healthcare costs and rising obesity rates.

Cleaning ProductsIn addition to consuming healthier foods, consumers are also hoping to create environments with fewer toxins. From skincare and personal care products to cleaning products, consumers now want to surround themselves with products that are effective yet better for the environment. Today, the Soap and Cleaning Compound Manufacturing industry is valued at $57.1 billion, according to market research firm IBISWorld. In the next five years, the industry will grow at a compound annualized rate of 3.1% to reach $66.6 billion.25

Market SegmentationAs consumers become increasingly aware of the need to eat whole, healthy foods rather than the fillers that contribute to obesity, retailers are taking notice. Major grocery store chains have begun to carry organic foods and snack food options that promote healthy lifestyles.

Manic Organic™ recognizes that customers for its products will come from almost any age group and income level; however, most of Manic Organic™ customers will have an interest in good health, as well as organic and natural ingredients. Customers will align closely with the ideals of LOHAS (Lifestyles of Health and Sustainability). LOHAS consumers are focused on health and fitness, the environment, personal development,

25“Soap and Cleaning Compound Manufacturing” IBISWorld. Source: www.ibisworld.com


New York Philadelphia Boston Chicago

2014 Total Population 8,375,340 1,548,598 634,358 2,734,512

2019 Total Population 8,685,384 1,581,697 663,936 2,780,720

2014 - 2019 Annual Rate 0.73% 0.42% 0.92% 0.34%

2014 Households 3,188,593 611,698 260,932 1,067,453

2014 Average Household Size 2.57 2.44 2.25 2.51

2014 Families 1,878,990 343,809 119,568 583,267

2014 Average Family Size 3.33 3.20 3.05 3.39

Median Household Income

2014 $50,173 $34,957 $52,929 $44,353

2019 $57,803 $40,161 $60,917 $51,900

Per Capita Income

2014 $29,902 $20,129 $32,761 $26,196

2019 $35,191 $23,564 $38,641 $30,950

sustainable living, and social justice. The organization estimates that 30% of American adults, or 63 million people, are LOHAS consumers.26 These consumers are market drivers for social, environmental, and economic change in the U.S.27 Manic Organic™ expects its customers will fit in the following demographics:

» Age: 25 to 75 years old » Average income: $35,000 and above » Family-oriented » Healthy living consumers with gym memberships

Manic Organic™’s first venture, a fast casual restaurant chain, will begin operation in several major markets in the United States. The following table provides pertinent figures for the populations that make up New York, Philadelphia, Boston, and Chicago. This data is provided by ESRI, a market research firm.28

26London Daily Telegraph. “Healthy, Wealthy and Wise Inc.” March 25, 2006. Source: http://www.lohas.com/forum/press.html27LOHAS Background. Source: http://www.lohas.com/about.htm28Business Analyst Online. Source: http://bao.arcgis.com/en/log-in/

Full Demographic Report


Median Age

2010 35.5 33.6 31.0 33.1

2014 36.1 34.1 31.8 33.7

2019 36.8 34.9 32.6 34.3

2014 Households by Income

Household Income Base 3,188,518 611,682 260,908 1,067,451

< $15,000 17.4% 23.4% 18.4% 19.2%

$15,000 - $24,999 9.8% 14.3% 8.5% 10.8%

$25,000 - $34,999 9.7% 12.4% 8.9% 10.3%

$35,000 - $49,999 12.9% 14.4% 11.7% 14.0%

$50,000 - $74,999 15.6% 15.0% 15.1% 16.0%

$75,000 - $99,999 11.7% 8.8% 10.8% 10.4%

$100,000 - $149,999 10.8% 7.9% 14.3% 11.1%

$150,000 - $199,999 5.3% 2.0% 5.7% 3.8%

$200,000 + 6.7% 1.9% 6.6% 4.4%

Average Household Income $77,831 $50,334 $78,560 $66,309

2014 Population by Age

Total 8,375,340 1,548,598 634,358 2,734,511

0 - 4 6.1% 6.4% 5.1% 6.7%

5 - 9 5.9% 6.1% 4.6% 6.2%

10 - 14 5.7% 5.7% 4.2% 6.0%

15 - 24 13.6% 16.3% 20.7% 14.6%

25 - 34 17.1% 16.8% 21.6% 18.8%

35 - 44 13.8% 12.1% 12.5% 14.0%

45 - 54 13.0% 12.2% 10.9% 12.1%

55 - 64 11.5% 11.3% 9.6% 10.5%

65 - 74 7.5% 7.2% 6.1% 6.4%

75 - 84 3.9% 4.0% 3.2% 3.3%

85+ 1.8% 1.9% 1.5% 1.4%

18+ 78.9% 78.3% 83.6% 77.5%

2014 Population by Sex

Males 3,984,816 732,717 305,009 1,329,069

Females 4,390,524 815,881 329,349 1,405,442


Competit ive ComparisonManic Organic™’s initial business venture will face competition from existing fast casual restaurants that specialize in fresh, organic foods. A majority of these restaurants rely on prepared foods, rather fresh products, to create their signature dishes. Only Manic Organic™ will create wholesome, well-balanced meals that are packed full of nutrition and use superior ingredients. A majority of these restaurants focus on creating salads, which will not be the focus of Manic Organic™’s menu. Additionally, none of these establishments have a recognizable, family-friendly mascot that will attract both children and adults. The following is an overview of Manic Organic™’s potential competitors:

Freshii | www.freshii.comOverview: Freshii offers healthy affordable meals for breakfast, lunch, and dinner. Named 2013’s “Top Franchise of the Year in Canada,” Freshii has locations in 50 cities and 10 countries, including Chicago and Boston. The company specializes in salads, wraps, bowls, burritos, soups, juices, and frozen yogurt.

Chop’t | Choptsalad.comOverview: Chop’t has locations in both New York and Washington, D.C., and caters to diners seeking fresh, nutritious salads and sandwiches. The company also serves wraps, as well as allows customers to customize and make their own salads with fresh vegetables and proteins. Chop’t has been operating since 2001.


LYFE (Love Your Food Everday) Kitchen | www.lyfekitchen.comOverview: LYFE Kitchen is a fast-casual restaurant that offers healthy meals that are each under 600 calories. LYFE’s menu features sustainable ingredients, supports local farms, and was created by Chef Art Smith and Chef Tal Ronnen. The company has currently has more than 250 angel investors, according to an April 2013 article from the New York Times, which represents a “group of people that are saying, ‘We’ve been waiting for something like this.’”29 The company has locations in Chicago and will soon have a location in New York City.

Just Salad | Justsalad.comOverview: Just Salad has locations throughout New York City and New Jersey, as well as international locations in Hong Kong and the United Arab Emirates. Just Salad features chef-designed salads, as well as a wide assortment of salad ingredients that customers can use to create their own salad or wrap. Soups, smoothies, and seasonal ingredients are available. The company offers catering and franchise opportunities.

29Bittman, Mark, “Yes, Healthful Fast Food is Possible. But Edible?” April 3, 2013. The New York Times. Source: http://www.nytimes.com/2013/04/07/magazine/yes-healthful-fast-food-is-possible-but-edible.html?pagewanted=all


STRATEGY AND IMPLEMENTATION SUMMARY

Manic Organic™ will develop a brand that emphasizes its dedication to organic products and foods. Manic Organic™ will become synonymous with high-quality ingredients, sustainable production, and environmental friendly efforts. With an attractive, relatable cartoon mascot, The Farmer, Manic Organic™ will engage users online and in its restaurants, as well as create a highly recognizable figure for users to associate with the brand. Manic Organic™ will encourage adoption of its products through a variety of advertising techniques designed to spread brand awareness, facilitated by the creation of a logo and The Farmer mascot, which will be featured on all marketing materials and outdoor signage.

With its brand established, Manic Organic™ will send a clear message about the advantages its products offer consumers. Manic Organic™ will promote this message using a comprehensive marketing strategy that includes the use of television advertising, social media engagement, and public relations events. Manic Organic™ intends to use this approach to accomplish the following objectives:


» Establish itself as a trusted name in fast casual dining and nutritious, organic meals

» Build a base of customers that is large enough to sustain business » Generate enough revenue to expand operations to several restaurant locations

» Within five years, launch several new product lines

To achieve these operational benchmarks, Manic Organic™ will build on its advantages as outlined in the following section.

Manic Organic™ will experience competition from other fast casual restaurants, as well as organic products sold in retailers nationwide. Manic Organic™ will capitalize on its competitors’ weaknesses by building on several strengths:

» Use of only organic ingredients » Fresher, higher quality products » Dedicated to creating a full brand of organic, environmentally friendly products

» Friendly, recognizable mascot, Ms. Manic Organic, The Farmer, who will appeal to children and adults

Competit ive Edge


Marketing StrategyManic Organic™ will use a direct sales approach and a variety of advertising channels to increase its exposure among prospective customers. Specific channels will include:

The Farmer Mascot: Brands worldwide recognize the value of an identifiable mascot. The President of consulting group Brand Amplitude, Carol Phillips, tells Ad Age that mascots are “the gift that keeps giving. They never get in trouble with the law. They don’t up their fees. You can use them for a long, long time.”30 For brands hoping to increase social media engagement, mascots offer the perfect way to get consumers talking about the business. Brands online that have mascots have a much larger fan base, according to Synthesio. Approximately 30% more conversations occur on social media as a result of a brand’s mascot and 37% more buzz is created.31

Manic Organic™ is proud to launch a mascot-driven brand. Manic Organic™ will take back the mascot from unhealthy fast food restaurants, like McDonald’s, Jack in the Box, Burger King, and Wendy’s. Manic Organic™ aims to create a mascot that kids and adults will relate to, and that will stand for healthy, nutritious eating.

Manic Organic™’s mascot, The Farmer, will lead Manic Organic™s campaign. She will be featured prominently throughout the restaurants; a full-sized statue of The Farmer will be inside of the Manic Organic™ restaurant. Manic Organic™ will separate itself from the recognizable but garish mascots of other restaurants – instead, The Farmer is happy, strong, and healthy. Her physique and demeanor will signify strength, indicating the benefits of eating the right foods. Manic Organic™ will appeal to all generations through The Farmer mascot.

Word of mouth: Word travels quickly between family members, peers, and

30Schultz, E.J. “Mascots are Brands’ Best Social-Media Accessories.” Ad Age. March 26, 2012. Source: http://adage.com/article/news/mascots-brands-social-media-accessories/233707/31Synthesio. “Social Media Reveals – What’s the True Value of a Mascot?” April 23, 2013. Source: http://synthesio.com/corporate/en/2013/marketing-2-0/social-media-reveals-what-is-the-true-value-of-a-mascot/#


colleagues who are pleased with their experiences with a particular business. Manic Organic™ will rely on this effective and inexpensive resource to generate interest in its organic meals and products. According to research conducted by Nielsen, word of mouth remains among the most influential forms of advertising, with 84% of consumers stating that they trust earned media, such as word of mouth recommendations from friends and family, above all other forms of advertising.32

Website: Manic Organic™ will create a website to generate interest in its products and services. This website will be search engine optimized and will offer a number of features including: restaurant menu information, photo gallery, company profile, and locations.

Outdoor marketing: Manic Organic™ will create large signs that are prominently placed for maximum visibility to both foot and vehicular traffic. These signs will notify potential customers of Manic Organic™’s products and services.

Television: Manic Organic™ recognizes that television advertising is still an effective means of reaching a large target population. For this reason, Manic Organic™ will create commercials to be aired on local cable channels in areas where it opens restaurants.

Social networking: Manic Organic™ will develop a presence on social networking sites including Facebook, Instagram, and Twitter, and may also place advertisements on these sites. Customers can “like” Manic Organic™ on Facebook or “follow” the Manic Organic™ Twitter feed in order to gain access to special discounts or promotions. Active use of Twitter and Facebook provides unprecedented access to consumers and can be an invaluable marketing tool,33 and Instagram recently overtook Twitter in terms of daily active users.34

32Nielsen. “Under the Influence: Consumer Trust in Advertising.” September 17, 2013. Source: http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html33Baker, Loren. Pronet Advertising. “5 Ways to Connect Facebook with Your Business Life.” May 31, 2010. Source: http://www.pronetadvertising.com/articles/5_ways_to_conne.html34Fiegerman, Seth. Mashable.com. “Instagram Now Has More Daily Active Users on Mobile than Twitter.” September 27, 2012. Source: http://mashable.com/2012/09/27/instagram-passes-twitter-users/


Grand opening: Manic Organic™’s grand opening event will be designed to generate initial buzz for the restaurants, signaling a formal launch. This event will feature live entertainment/demonstrations, complimentary refreshments, and special discounts.

Menus: Manic Organic™ will offer complimentary takeaway menus that list menu items, their nutritional content, and the restaurant’s location and hours of operation.

Media kit: Manic Organic™ will submit a media kit to appropriate media outlets announcing the launch of Manic Organic™’s website and products. This kit will include postcards or flyers with the Manic Organic™ mission statement and website address, pictures of the products, a press release, and a business card.

Public relations: Manic Organic™ intends to build a strong public relations campaign via local media outlets to broadcast the launch of its restaurants and product lines. Public relations efforts will include advertising, community support and approval, customer relations, print articles, press releases, and promotional events.

Established relationships: Manic Organic™ has already established a number of business relationships that it will use to market its products. Manic Organic™ will specifically use these connections to generate referrals and to establish its client base.



MANAGEMENT SUMMARY

J. B. Berns | OwnerMr. Berns is the owner of Twenty First Century Physiques; a direct response media company that focuses on producing fitness infomercials. His Company is responsible for creating the Urban Rebounding brand, Blood Type Workouts, The Jackie Chan Cableflex System, Rehab Your Body, Isometric Total Body Workout, The Perfect Martial Arts Workout, and the Deante Modern Dance System. Consumer Reports named one of Twenty First Century’s Physiques brands; Urban Rebounding as a “Top 100 Product of the Year,” Berns is also the Author of Do It or Age Quickly.

Chef Andy WellerAn established chef with extensive experience cooking at several Michelin Star restaurants, Andy Weller will be creating all delicious appetizers and dressings with an emphasis on quality, taste, and health. His previous employers include Dorchester Hotel in London, Harvey’s, and Marco Pierre White Palace. Chef Weller also worked as a private chef for Valentino, Lord Weinstock, and Howard Lutnick from Cantor Fitzgerald.

James McGinnis | ConsultantMr. McGinnis will join Manic Organic as a Consultant. For 20 years, Mr. McGinnis worked as an Executive at Sizzler International. He was most recently the Vice President of International Development, where he was responsible for identifying and developing new markets for the restaurant’s expansion. Mr. McGinnis oversaw the opening of 49 international units with locations in Japan, Korea, Puerto Rico, Guatemala, and Guam. Prior to this he worked as the Vice President of Training and Development, the Vice President of Franchise Development, and the Vice President of Development. Mr. McGinnis also worked for Collins Food International. He served on the Collins Food International Board of Directors as a Member for several years. Mr. McGinnis earned a Bachelor of Arts degree from Pomona College in Claremont, California. He went on to receive a Masters degree in Counseling Psychology from the University of Southern California in Los Angeles, California.


Bruce Colfin | AttorneyMr. Colfin has more than 40 years of experience in copyrights, trademarks, and entertainment law. He has worked extensively with musicians, beginning his career as a roadie for bands, including the New Riders of the Purple Stage, and as the Stage Manager for Peter Tosh on the 1978 Rolling Stones summer tour. Mr. Colfin has also worked in video production and distribution. He produced a live weekly program for Manhattan Cable TV’s Channel D from 1976 to 1985. He is also the Associate Producer and Copyright Co-Proprietor of Blues Alive, a video later released as Jamming with the Blue Greats, which features John Mayall, Mick Taylor, John McVie, Etta James, Buddy Guy, and Junior Wells, among others. Mr. Colfin is the President of LegalVision, Inc., and produced a 12-hour series of educational videotapes on entertainment law, The Entertainment Law Videoprimer series. This series can be found at various universities, law schools, and law libraries.

Mr. Colfin is an Adjunct Professor at Five Towns College, an accredited music business college, where he teaches Music Business Contracts as well as Music Publishing and Contracts. He is also the Author of Freedom of Expression: The Protection Afforded Dissident Authors’ Rights. Mr. Colfin also supervised the production of the report, “Legislation on Compulsory Licenses for Retransmissions of Superstation Signals of Private Viewing.” He has been a member of the Entertainment Law Circle and the Copyright Society of the U.S.A. He is a member of the New York State Bar Association Forum Committee on Entertainment and Sports Law, as well as a member of the New York State Bar Association section on Entertainment Law. Mr. Colfin is also a Member of the Broadcasting, Sound Recording, and Performing Artists Subcommittee of the Copyright Division. He is a past Chairman of the American Bar Association Section of International Law Subcommittee on Intellectual Property Rights in Developing Countries. Mr. Colfin has worked with numerous musicians throughout his career, as well as represented mega stars such as P.M. Dawn, India, and Toni Braxton.

He holds a Bachelor’s degree in Communications Arts and Sciences from Queens College of The City University of New York and earned a Juris Doctorate from New York Law School. Mr. Colfin is a Member of the Bar of the State of New York and is admitted to practice before Federal Courts in the Southern and Eastern District Courts in New York, as well as the U.S. Court of International Trade.


TRADEMARK APPROVAL

ISSUE DATE: Jun 17, 2014

Serial Number: 85961860Mark: MANIC ORGANICDocket/Reference Number:

Owner: Urban Group Exercise Consultants LTD400 East 71st Street, Suite 11DNew York, NEW YORK 10021

Correspondence Address: BRUCE COLFIN BRUCE COLFIN LAW, P.C. 1178 BROADWAY STE 312 NEW YORK, NY 10001-5404

This application has the following bases, but not necessarily for all listed goods/services:Section 1(a): NO Section 1(b): YES Section 44(e): NO

GOODS/SERVICES BY INTERNATIONAL CLASS


Trademark Fi l l ing Receipt





Trademark ApplicationsWord Mark Goods and Services

Standard Characters ClaimedMark Drawing Code

Serial Number

Filing Date

Current Basis

Original Filing Basis

Published for Opposition

Owner

MANIC ORGANICIC 035. US 100 101 102. G & S: Retail store services featuring cosmetics and make-up, hair dye and hair care products, wigs and hair pieces, fragrances, apparel, bags and accessories accessible by store, on-line, telephone, facsimile and mail order; Wholesale store services featuring cosmetics and make-up, hair dye and hair care products, wigs and hair pieces, fragrances, apparel, bags and accessories, all featuring products made in whole or significant part from organic ingredients

(4) STANDARD CHARACTER MARK

86225260

March 19, 2014

1B

1B

August 5, 2014

(APPLICANT) Tish & Snooky’s N.Y.C. Inc. CORPORATION NEW YORK 4th Floor 21-07 Borden Avenue Long Island City NEW YORK 11101


Word Mark Goods and Services


Serial Number

Filing Date

Current Basis

Original Filing Basis

Published for Opposition

Owner

Attorney of Record

Prior Registrations

MANIC ORGANICIC 044. US 100 101. G & S: Beauty salons; Body waxing services; Cosmetic skin care services; Hair cutting services; Hair salon services; Nail care services; Providing information about beauty; Providing information in the field of hair styling; Providing on-site beauty services, namely, hair styling and make-up application services, all featuring products made in whole or significant part from organic ingredients


86225256

March 19, 2014

1B

1B

Published for Opposition August 5, 2014

(APPLICANT) Tish & Snooky’s N.Y.C. Inc. CORPORATION NEW YORK 4th Floor 21-07 Borden Avenue Long Island City NEW YORK 11101

Alan M. Harris

1850999;1897249;3771094;AND OTHERS




Serial Number

MANIC ORGANICIC 025. US 022 039. G & S: Bathrobes; Belts; Boas; Dresses; Footwear; Gloves; Halloween costumes; Headwear; Jackets; Leggings; Nightwear; One piece garment for infants and toddlers; Pants; Scarves; Shirts; Shorts; Skirts; Socks and stockings; Sweat pants; Sweat shirts; Sweaters; Swimwear; T-shirts; Undergarments; Vests, made in whole or in significant part from organically grown materials


86225252



Serial Number

MANIC ORGANICIC 003. US 001 004 006 050 051 052. G & S: Bath soaps; Body powder; Cosmetic hair dressing preparations; Cosmetic soaps; Cosmetics and make-up; Decorative transfers and skin jewels for cosmetic purposes; Face and body glitter; Face and body lotions; False eyelashes; Hair bleach; Hair colouring and dyes; Hair shampoos and conditioners; Hair styling preparations; Nail polish; Perfumes and colognes, all made in whole or in significant part from organic ingredients


86225247

J.B. Berns(212) 734-6313 [email protected]

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BUSINESS PLAN - Manic Organic

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