Post on 11-Jan-2016
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Healthy Li’l CooksTeam 6:Adrienna EdwardsAndrew BoyerDeepa ChaparalaErik QuimbyJustin FortierSusan Quinn
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Agenda
Our Business Opportunity Concept Positing Statement Our Target Customers Service and Products Our Differentiation
Market and Industry Our Addressable Market Industry Analysis Competition Context
Financial Information Startup Costs Funding our venture Is our business viable?
Our Team Who do have onboard Whom we need Risk And Reward
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Growing Health Consciousness
New Mass. School food rules ban sweet snacksThe Boston GlobeJuly 13, 2011
The USDA replaces food pyramid with “MyPlate” in hopes to promote healthier eatingWashington PostJune, 3, 2011
Childhood Obesity Battle Is Taken Up by First LadyNew York TimesFebruary 10, 2010
Wal-Mart Shifts Strategy to Promote Healthy FoodsNew York TimesJanuary 20, 2011
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Concept Positioning Statement
Kids will explore healthy, balanced cooking in a FUN learning environment!!
For health-conscious, well-educated parents in the Northeast,
Healthy Li’l Cooks is a nutritional based cooking school that provides a convenient, engaging and
educational activity for their 5 – 12 year old children.
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Our Target CustomerDemographic Characteristics:
Parent with children aged 5-12
Lives in the Northeast United States
Is college educated
Has middle to higher income level
Lifestyle Chracteristics:
Is health conscious and has healthy eating habits
Views leisure time as an opportunity for self-improvement and child/family
enrichment i.e. extra-curricular education and entertainment
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Addressing our customer’s needs?
Customer Pain Points:
Lack of available educational yet entertaining parent/child activities
Inadequate personal knowledge and time to teach their children healthy cooking
Scarcity of healthy options for children's’ party events
Our Goals are to…
Provide an engaging “edutainment” option
Help parents teach children habits to last a lifetime
Provide a healthy alternative
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The Customer Experience
Planning In-store Shopping Cooking Preparing
to Eat Eat Post Visit
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Our Unique Differentiation
True health and nutrition focus
Student empowerment
Parent and child participation
Age appropriate “edutainment”
Customer loyalty program
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Healthy Li’l Cooks Operations
Store Design: 2500 sq. ft. - 2 kitchens operating concurrently
Operating Modes:
Monday through Friday: classes
Maximum Class size: 6 classes per day with 10 children per class Forecasted Utilization: 60% (36 students per day) Cost per child per class: $35
Saturday and Sunday: birthday parties
Maximum Party size: 8 parties per day with 12 children per party Forecasted Utilization: 80% (77 students per day) Cost per child per party: $30
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Looking at..
Our Business Opportunity Concept Positing Statement Our Target Customers Service and Products Our Differentiation
Market and Industry Our Addressable Market Industry Analysis Competition Context
Financial Information Startup Costs Funding our venture Is our business viable?
Our Team Who do have onboard Whom we need Risk And Reward
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Targeting Wellesley, MA
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Will our addressable market buy?
Target market: 28,649 students
Most likely to buy9,895 students
Our primary and secondary research indicates that parents are interested and willing to pay for Healthy Li’l Cooks
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Industry GrowthEdutainment is designed to promote learning and knowledge
by providing valuable knowledge to the consumer while keeping him or her engaged with entertaining material.
Cooking Schools Industry (2009-2010) Sales Growth Rate: 11.8%
Entertainment Center Industry (2009-2010) Sales Growth Rate: 9.3%
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Competition
Direct Competition
Create a Cook
Parties, Classes and Workshops
Includes adult offerings (including team-building classes)
$35 No 1 Newton, MA
Imajine ThatParties, Classes and Workshops
Family MembershipsVariety of parties not limited to
cooking $23 No 1 Lawrence, MA
Papa Gino’s Parties
Birthday child (only) makes pizza
Organized gamesCake provided
$9 Yes165+ in NE
New England Area
Indirect Competition
Amazing Things Arts Center
Musicals and Visual Arts
Includes adult offerings $25 No 1 Framingham, MA
Wai Kru Mixed Martial Arts
Classes Membership to attend class $40 No 1 Allston, MA
Riverside Theatre Works
ClassesPerforming arts classes and
private lessons in theatre, dance, voice, guitar and more!
$250 No 1 Hyde Park, MA
Entertainment Center
Movies For children $10 No 1 Cambridge, MA
Name Offering DifferentiationAverage
Cost/ChildFranchise Offering
Number of Locations Location
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Context
Relevance to Customers
• Strengthening health trend− Increase in new
entrants
− Competitors move to healthier alternatives
• Declining population
Our Ability to Service
• Volatile input costs− Weather,
pestilence, or contamination
− Trending prices
• Increased energy costs− High utility bills
Customer’s Ability To Pay
• Sustained economic challenges− Reduced discretionary
spending
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Looking at..
Our Business Opportunity Concept Positing Statement Our Target Customers Service and Products Our Differentiation
Market and Industry Our Addressable Market Industry Analysis Competition Context
Financial Information Startup Costs Revenue Forecast Is our business viable? Growth Opportunities
Our Team Who do have onboard Whom we need Risk And Reward
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How much $$ do we need ?
Our startup costs: $295,000
Major cost drivers
Mitigating our upfront costs Equipment leasing
Funding Our Venture $120,000 by all founders $175,000 SBA loan
Buildout Cost,
137500, 46%
Legal Fees and Licensing, 10000,
3%
Marketing, 9000, 3%
Inventory Start up, 19500, 7%
Working Capital, 50000,
17%
Archi-tect, Con-sul-tant,
35000, 12%
Equip-ment
Leasing, 4125,
1%
Prop-erty Rent,
15625, 5%
Misc, 15950, 5%
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Forecast – Units / Revenue
30 weekday classes
16 weekend parties
488 children per week
Weekly revenues: $10,908
Monthly revenues: $43,632
Annual forecasted gross revenue: $556,308
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Healthy Li’l Cooks Is Viable!
Revenue projections YOY by 10%
Gross Margin: 75%
Average Profit Margin: 14%
Positive cash flow Year1 !
Ideal Investment Payback $120,000 to founders by year 3 ROI ?? SBA loan paid back in 5 years
Year 1 Year 2 Year 3 Year 4 Year 5
-$300,000
-$250,000
-$200,000
-$150,000
-$100,000
-$50,000
$0
$50,000
$100,000
$150,000
$200,000
-$255,585
$53,899$83,740
$116,511$152,502NET INCOME
Year 1 Year 2 Year 3 Year 4 Year 5
$58,776 $61,163
$89,393
$120,476
$156,073
Cash Flow
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Collaborating for Growth
2012 2013 2014 2015 20160
200000
400000
600000
800000
1000000
$556,308$611,939
$673,133$740,446
$814,491
Revenue
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Looking at..
Our Business Opportunity Concept Positing Statement Our Target Customers Service and Products Our Differentiation
Market and Industry Our Addressable Market Industry Analysis Competition Context
Financial Information Startup Costs Funding our venture Is our business viable?
Our Team Who do have onboard Whom we need Risk And Reward
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Our Team: Founders
A full century of diverse business experience!
Founders Areas of Expertise
Andrew Boyer Finance & Entrepreneurship
Deepa Chaparala IT & Software Engineering
Adrienna Edwards Marketing & Management Consulting
Justin Fortier Analytics and Customer SAT
Susan Quinn Human Resource & Entrepreneurship
Erik Quimby Strategic Development & IT operations
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Our Team: Consultants
The Key to Our Success!
Area of Expertise Consultants
Legal Looney & Grossman
Culinary Expert Chef Katie Roberts (Easy Entertaining, Inc.)
Architect Design Team TBD
Children’s Service Expert
TBD
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Risk & RewardsRisk Mitigating by..
Our concept is not quickly perceived
Networking working capital available for first 3 months
Additional business loan is not feasible given minimum assets on our balance sheet
Additional loans will be collateralized by founders
Our business is a cash machine.
We will keep it as a lifestyle business rather than quick cash
out!!
Founders share passion to keep the business and pass it on to their next
generations!!
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EXTRA RE-WORK SLIDES
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Backup slides
Webpage mock up Exhibits Pesimistic/Optimistic approaches
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Concept Positioning Statement
Kids will explore healthy, balanced cooking in a FUN learning environment!!
For health-conscious, well-educated parents in the Northeast,
Healthy Li’l Cooks is a nutritional based cooking school that provides a convenient, engaging and
educational activity for their 5 – 12 year old children.
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What is Li’l Cooks About?
“Give a boy a Happy Meal, you have fed him for today. Teach a boy how to cook healthy meals and you have nourished him for a lifetime.“ (author-Healthy Li’l Cooks)
Teaching children how to cook healthy, delicious meals Developing habits to last a lifetime Reducing childhood obesity Parents participation Few “edutainment” options
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Our Target CustomerDemographic Characteristics:
Parent with children aged 5-12
Lives in the Northeast United States
Is college educated
Has middle to higher income level
Lifestyle Chracteristics:
Is health conscious and has healthy eating habits
Views leisure time as an opportunity for self-improvement and child/family
enrichment i.e. extra-curricular education and entertainment
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Targeting the Northeast
Higher than average incomes
Better educated than rest of United States
Greater concern for nutrition and health
Very few children’s cooking schools with health focus
Target market size and growth Northeast population grew 3.2% from 2000 to 2010 Our target market is 1.3 million customers Pathway to growth: 12 million children under age 18 in the Northeast
The Northeast is an ideal location to launch Healthy Li’l Cooks!
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Potential Market Size: LOCATION
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Potential Market Size: Survey
Interest in Classes/Parties: Would Buy Classes: 68% x .8 =
54.4% Would Buy Parties: 64% x .8 =
51.2%Additional Revenue Streams:
Would Buy Products: 66% x .8 = 52.8%
Purchase Intent is estimated at approximately 52.8%
Students: # of elementary and middle school students = 28,649 x 52.8% =
15,127 Students
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Our Product & Service Walk-Thru
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The Customer Experience
PlanningIn-store
ShoppingCooking
Preparing to Eat
Eat Post Visit
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Our Business Operating Model
Store Design: 2 kitchens operating concurrently
Operating Modes: • Monday through Friday: classes• Saturday and Sunday: birthday parties
Maximum Class size: 5 classes per day with 8 children per class
Maximum Party size: 8 parties per kitchen per day with 12 children per party
Utilization: 60% utilization during weekdays and 80% during weekends
Cost per child: Price per class is $35, price per party $30
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Customers’ Willingness to PayMarket Research/Survey Results
Targeted parent survey results (primary): 64% interested in healthy cooking birthday parties 68% interested in healthy cooking classes
64% of moms surveyed (secondary) are willing to pay more for healthy eating products
Existing kids cooking school rates range from $23 to $90 per child
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Context & Differentiation Slides
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Our Touch Points
Customer Attraction: Web Site/ Social Media Flyers/Newsletters Community Service School Partnership Marketing
Channel
Service Offering
Ways to Book: Online Telephone Walk-in
Fulfillment Channel
Customer Support
Unique Differentiators: ‘Shop’ for Ingredients Focus on Nutrition Child-Sized Utensils
Ease of Service: FAQ on Website Party Consultation Continuous Availability through
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Market Research
DefinitionsFortified/Functional−Vitamin Fortified−Added fiber, etc.
Better For You−Low fat−Low sodium−Reduced calorie, etc.
Naturally Healthy−Non-processed−No additives−Nutrient rich
Organic
Food Intolerance−Soy milk−Gluten free
Source: Euromonitor international from official statistics, trade associations, trade press, company research, store checks, trade interviews and trade sources.
Steady increase of total sales from $124M in 2005 to $153M in 2010
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The price of healthy foods comes with a hefty price
Higher educated, higher income consumers are willing and able to spend more to eat healthy
High School Grads
College Grads
0.0% 10.0% 20.0% 30.0% 40.0%
Vegetables Fruit
U.S. Consumption of Healthy Food: Educated individuals by in large eat healthier than the less educated.
Demographic Trends: Education Nourishes
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Overall Evaluation of Industry Attractiveness
Threat of entry
Supplier power Buyer power Threat of substitues
Competitive Rivalry
Moderately unfavorable
Moderately favorable
Moderately unfavorabl
e
Highly unfavorable
Moderately favorable
Overall Industry Assessment: Moderately favorable
• Pros: Low supplier power and low competitive rivalry make the cooking class industry favorable
• Cons: The high threat of entry (low barriers), high buyer power, and high threat of substitutes are factors we need to be concerned with
• Bottom Line: By differentiating our product offering, effectively marketing it to our target customers, and learning from the experience of our competitors, Healthy Li’l Cooks can flourish in this industry for many years to come
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Micro Market Trends: Education Pays
Hot Kid’s Meals
What’s Hot
Family Behavior:
Higher income leads to…
More disposable income which leads to…
More out-of-home entertainment
2009 Average U.S. Family Income
HS Diploma
Some College
Associate Degree
Bachelor’s Degree
Master’s Degree
Doctorate Degree
Professional
Degree
$59,567 $70,547 $76,601 $109,065 $130,876 $160,498 $188,930
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Macro Market Trends
What’s Hot
Hot Kid’s Meals
Strained Economydevalued dollar and increased prices
The segment that can afford out-of home activities is seeking edutainment and is growing in the NE.
EdutainmentIncrease in percentage of parents of 6-11 year olds involved in extracurricular lessons
Professional SocietyMove from manufacturing (brawn) towards managerial/tech who appreciate edifying leisure vs. pure relaxation
Social Stratificationtop 40% accounts for 71% of entertainment spend
Knowledge GrowthNE highest degrees and Mass one of the states with the highest degrees, both are increasing
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Executive Summary
"You can raise a child to enjoy healthy eating and to be selective about food choices. Habits developed in
childhood will hopefully last throughout their lives“Linda Van Horn, Ph.D., R.D.
Research shows, healthy eating habits stick with kids
There is a large segment of consumers who want to teach the combined benefits of cooking and healthy eating to their children
Healthy Li’l Cooks can skillfully educate children that cooking and eating healthy go hand-in-hand