1 Eva’s Edibles Eva Tan Age: 20 E E. 2 Mission Statement Describe the Opportunity Busy lifestyles...
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Transcript of 1 Eva’s Edibles Eva Tan Age: 20 E E. 2 Mission Statement Describe the Opportunity Busy lifestyles...
1
Eva’s Edibles
Eva TanAge: 20
EE
2
Mission Statement Describe the Opportunity Busy lifestyles Increase in health consciousness Desire for quick and nutritious dinner
Mission Statement Eva’s Edibles is a personal chef service and will
provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchen
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Business Profile Type of Business
Service Business
Benefits:
Less time shopping, cooking, cleaning up
Eat dinner whenever at home
Delicious, healthy dinners
Less Expensive
Legal Structure
Limited Liability Company (LLC) Protect Personal Assets and tax benefits
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Qualifications
I am qualified to run this business because:
Associates Degree-Business Management
Assistant Director-Campus Dining Services at OSU
Certified Personal Chef (CPC)
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Market Analysis
Industry Name
Personal Chef Industry/Special Food Services
Industry Size $31,130,659,000
25% of Target Market purchase food outside four times/week.Willing to purchase Eva’s Edibles healthy meals.
Men and WomenIn Business or Medical fieldAverage Household Income: $50,000
Columbus, Ohio households with two or more people
Potential Market Size
Target Market
Total Population
301, 800
27,690
110,760
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Consumer Profile By Location
Greater Columbus, Ohio area By Population
Professionals 25-45 primarily in growing business and medical areas
By Personality Hard working Busy professionals that like to spend
free time with friends. Like to exercise and stay active and eat healthy.
By Behavior Eat out often (4 times a week), spends on friends and
family outings. Brand conscious and loyal customers By Income
Household Income of $50,000 or more. Educated consumers that do research on any large purchases.
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Competitive Advantage
Your Business
At home Chef
Franchise RestaurantFactors
Very Good
Healthy
Quality of Product//Service
Price
Location
Brand/Reputation
Unique Knowledge
Not good– service/ not healthy
Custom meals—Very good
$300-$500 $50-70 $325
Knows clientele
Fast turn around, franchise model
Certified USPCA/local suppliers
Columbus Columbus Columbus
Well Established
Well known but not good
New to market
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Marketing Mix
$325 meal plan—Competitive but more affordable
Busy people who value free time and good, home cooked food
Website, referral listings, in-store and local event sampling
Columbus, OH area in customer homes
Personal Chef that purchases groceries, cooks in house and cleans up
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Marketing PlanPurchase Retention
• Free samples, gift baskets, discounts at local events(e.g. Earth Day, fairs, malls)
•Company Website•Listing on www.hireachef.com•Brochures at local stores•Presentation at Wire Whisk
•Free snacks and desserts after purchasing 3 meal plans
Long Term ( 6 months-1 year)
Current & Short Term (1 month -6 months)
Awareness
Referrals from customers
Additional discounts and coupons in local papers.
Offer 10% discount for new client referrals$50.00 $50.00 $45.83
Monthly cost, by phase:
Awareness Purchase Retention
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Cost of Materials/Direct Labor
Definition of One Unit
Cost of Sales Per Unit
Direct Labor(Labor Cost per Hour) (A)
Time (in hours) to make 1 unit (B)
Direct Labor Cost Per Unit (A)*(B)
$25.00 6 hours $150.00
Total Direct Labor Per Unit $150.00
Material Description Cost/Total Quantity Cost Per Unit ($)
Groceries Local market/custom $100
Total Material Cost Per Unit $100
Total Other Variable Costs Per Unit (Gas) $4
Cost of Sales Per Unit (labor +material+vc) $254.00
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Economics of 1 Unit
Definition of One Unit 5-dinner plan (1 day of cooking)
Selling Price per Unit $ 325
Direct Labor per Unit $ 150
Materials per Unit $ 100
Total COGS per Unit $ 250
Total Other Variable Costs per Unit
(Gas)$ 4
Total Cost of Sales $ 254
Contribution Margin $ 71
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Average Monthly Fixed Costs
10th Edition-Chapter 9/11th Edition-Chapter 10Type of Fixed Cost Monthly Cost
Insurance $116.67
Advertising $145.83
Depreciation $16.67
Utilities $100
Auto Maintenance $24.33
Other Fixed Costs (Cooking Supplies $83.33
Total Monthly Fixed Costs $486.83
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Time Management Plan
Column1
Business70 Hours
Free time98 hours
Business Schedule for a Typical Week
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Monthly Sales Projections
19
20
21
22
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J an Feb Mar Apr May J une J uly Aug Sept Oct Nov Dec
Uni
ts S
old
Total Units
Full Capacity
Break-Even Units
252
7 days
22 days
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Projected Yearly Income Statement
Selling Price Per Unit $ 325
# of Units Sold 252
Total Sales $ 81,900
Total COGS $ 63,000
Other Variable Costs $ 1008
Total Variable Costs $ 64,008
Gross Profit $ 17,892
Yearly Fixed Costs $ 5,842
Other Costs/Unforeseen $ 0
Total Fixed Costs $ 5,842
Profit before Taxes $ 12,050
Less Estimated Taxes @15% $ 1,808
Net Profit $ 10,242
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ItemWhere I will buy
this?Cost of Item
Cooking Tools The Wire Whisk $ 2500
Marketing Materials/website
Kinkos and Online Vendors
$ 1039.51
CASH RESERVE covering 3 months of fixed expenses
$ 1460.49
Estimated TOTAL START-UP INVESTMENT $ 5,000
Start-up Investment
50 hours $500 $100/hourx =
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Return
…on Sales
…on Investment204.84%
Annual Net Profit
Start-Up Inv.
$10242
$5000= $2.04
(dollar equivalent)
12.51%
Annual Net Profit
Total Sales
$10242
$81900=
$0.13(dollar equivalent)
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Financing Strategy for Total Start-up Investment
Source Amount Debt Equity Gift
Eva’s
Personal Savings$5000 X
Totals: $ 5000
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Business Responsibility Plan
Philanthropic Strategy Plan Use locally grown ingredients Use “green” practices: Paper, Storage
materials Provide internships for culinary students in
the community, Eva will volunteer at local elementary schools to speak about health eating options
Contribute 1% of yearly net profit to local food bank after three years of operation
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Business & Educational Goals
Build a strong customer base year 1 to ensure returning customers
Strengthen relationship with local grocers and farmers to reduce costs and better produce
USPCA course on growing personal chef business
Learn from colleagues from USPCA
Business
Personal
• Increase market penetration by leasing/buying commercial kitchen
• Deliver meals to customers
Sh
ort
Term
Lon
g T
erm
May sell the business or franchise
Develop skills as a personal chef to potentially start a healthy food restaurant.
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Eat healthy, Eat happy
Thank you for your consideration of
Eva’s Edibles