´Etoiles Filantes Restaurant

“Eat Clean and Green. Eat at ´Etoiles Filantes”

By: Thiparpa Chainapasak (Net) Hsuan-Wen Huang (Sharon) Aye Myint

MKT 300Professor: Thomas Duffy

PreviewBusiness overview

Business ConceptSWOT Analysis

Situation analysisMarket Analysis Competitor AnalysisCustomer Analysis Environmental

Analysis

Marketing PlanTargetingProductPricingDistribution/

FulfillmentPromotion

P&L

Business Concept Mission

To provide the highest quality organic ingredients while ensuring that each guest receives the best dining experience

Vision To be a leading restaurant in organic restaurants

market within 5 years To expand and open a second restaurant in another

profitable location in 10 years Goals

Word-of-mouth Break-even in first year

SWOT AnalysisStrengths Providing organic items

menu

High qualified staffs

Good location

Weaknesses High capital investment

Expensive cost for raw materials

Market limitation

Opportunities A new market segment

Few competitions in high-end organic restaurants market

Threats Easy to entry to the market

Other restaurants provide more healthy food

Market Analysis Restaurant industry

Biggest marketplace in San Francisco: full-service restaurant (35%)

Large number of sales: about $684.4 billion in 2013

Increase growth rate: 2.6% per year from 2009-2014

3.0% expected to grow after 2014

Organic food Grow of organic sales: 20% per year since 1990 $0-25 billion from 1990 to 2010 Prefer organic food: 41% of parents from 2012 like to pay more on green food: 61% of people

Competitor Analysis

Scoma’s Sausalito

Buckeye Roadhouse

`Etoiles Filantes

✔ Pros ✗ Cons

✔ Good quality of food

✔ Well atmosphere

✗ Crowded reservation schedule

✔ good quality of food✔ Fast service ✔Affordable price

✗ Poor Atmosphere – let’s drink after work

✔ Health quality of food✔ Well atmosphere

✗ Expensive

Geographic/Segmentation: Marin County/ high-income level

46% of high income levelAverage income is around 100,000 to 200,000

per yearHighly willingness to go high-end restaurantLess price sensitivity

World wide/ Traveler At least a million visitors per yearAttractive for new experience on organic dishesRomantic night in different country

Customer Analysis

Geographic/Segmentation: San Francisco/ well-educated level (Health

conscious)Bachelor degree: 31.7%Graduate or professional degree: 20.3%Likely to explore new things/restaurantsEat once per 2-3 months and willing to

introduce for their friends

Customer Analysis

Environmental AnalysisSocial/Culture

Increase of organic purchaser: 38.83 million in 2010 to 40.47 million in 2013.

Economy Increase of economic situation: often

dining out Decrease of economic situation: often eat

at home High or low inflation rate affect the price

of meals

Target Markets

High-income households

Well-educated people (Health conscious)

Tourists

Value Proposition

Positioning

Customer Buying Behavior

Product Offering French menu with organic and fresh

locally grown ingredients. Poultry : free range meat/wild caught

seafood Produce: seasonal freshly picked

Service Offering Well-trained staff “Serving is caring”

Costs & Sales Forecast

Pricing Strategy Competitive Pricing

Distribution Strategy Channel of Distribution: Zero level channel Location Criteria:- Number of people passing by on an average day- Percentage of who enter- Percentage of those entering who buy- Average amount spent per sale Location Requirements & Attractiveness- 12 square ft./customer- Seat 80 people/day (80*12=960 square ft.)

excluding the bar area- Waterside outdoor tables

Web Site Sample

Promotion Strategy “Eat Clean and Green. Eat at ´Etoiles

Filantes” campaign- Fine dining at its healthiest - All natural organic menu Direct Marketing Strategy- Radio- Local Newspapers- Food and Wine Magazines - Website and all social media portals Budget- $5600 (2014)

Financial Plan Summary

  2014 2015 2016Sales Forecast, Units   104,155 114,101 120,517

Revenue $4,686,987 $5,237,222$5,642,37

9

COGS $3,437,124 $3,437,124$3,437,12

4Gross Margin $1,249,863 $1,800,098

$2,205,255

Expenses $661,400 $674,628 $688,121

Profit (Loss) after Taxes(40%) $353,078 $675,282 $910,281

2014 2015 2016 2017 2018$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

Figure 4.4.3Company Revenue, $

Mill

ion

s o

f D

olla

rs

2014 2015 2016 2017 2018$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

Profit & Loss

Conclusion

“Eat Clean and Green. Eat at ´Etoiles Filantes.”

Organic food restaurant in Sausalito area

Nice ambience and great services

Profitable plan for organic restaurant