Veggie Heaven Business Plan

Abby Rosen Veggie Heaven 1 of 24

Veggie Heaven

Opening July 2014

Abby Rosen

Table of Contents

I. Executive Summary 3

II. Business Description 4

Product/Service Description 5

III. Industry/Market Analysis 6

IV. Marketing Plan 10

V. Management Team/ Personnel/Skills 11

VI. Financing Needed 13

Sources &Uses of Funds 13

Capital Expenditure List 14

VII. Financial Statements and Projections 15

Opening Balance Sheet 15

Income Statements 15

Assumptions Behind Sales 17

VIII. Bibliography 18


I. Executive Summary

Veggie Heaven is great new local café located in downtown Natick, MA. It has a

completely vegetarian menu, with options for people that are gluten free and vegan. There is

nothing like us in the area, the closest vegetarian restaurant is in Boston. The restaurant market

is stable, and Boston is one the top 10 markets for trending towards healthy fast food. We plan

on marketing our café through a few different local media, including advertisements in local

newspapers, including the Boston Globe. For our personnel team, we expect every employee to

be skilled in all of the elements when dealing with a customer. They will all be trained in how to

prepare all the meals and drinks that we offer, and also how to use the register. Abby Rosen, the

owner of Veggie Heaven, will also be the manager.

For our financials, we expect to be very profitable. We expect to have a 2% increase in

revenues every month, and we will have a net profit of $3496 at the end our first fiscal year. By

the end of our second year, our net profit will be $10,786. We are seeking a loan of $40,000 from

Middlesex Savings Bank. We have extensively researched the market in the Metrowest area. We

have already capital of almost $80,000, but we want the loan as a way to pay off our expenses

until we are earning a steady profit. We will use the money for big expenses like rent and all the

capital equipment that we need.


II. Business Description

Veggie Heaven is a completely vegetarian cafe. It will be a place for vegetarians, vegans

and anyone else who wants to eat healthy. We will offer many different kinds of foods like

sandwiches, soup and salads. There will also be a smoothie bar with other drinks like coffee and

tea.

The café will be located in Natick, MA, a suburb of Boston. The largest mall in New

England is located in this town and draws many people from all over Massachusetts to shop here

every day. Having Veggie Heaven located near the mall is a great way to bring customers in. The

café will be located in downtown Natick, which is only ten minutes away from the mall. There is

also a train station two minutes away from the restaurant. This is a great spot for us because

many commuters take this train into Boston every day. We will be there to provide them coffee

and a quick breakfast in the morning before they get on their train to work. Although our main

target market is vegetarians, vegans and anyone interested in eating natural food, we will also

target the commuters. Our last target is consumers that want a place to sit and hang out with

friends while eating tasty, healthy food.

Since Veggie Heaven will have a casual atmosphere, it will attract a younger crowd that

wants a place to hang out with their friends and eat great food. Downtown Natick is conveniently

located within walking distance of the high school too. Although there are no other vegetarian

restaurants in the area, there are other potential competitors. When customers are getting

breakfast and coffee in the morning there are other options available like Dunkin Donuts and

Java Jim’s. To set our restaurant apart we will offer healthier options for breakfast, and also

specialty smoothies, coffees and teas. The coffee will be a step up from Dunkin Donuts and the


food will be better for customers with higher quality ingredients. Our main goal is to make

customers happy with the high quality vegetarian meals that we will serve to them.

Product and Service Description:

Veggie Heaven is a small café that offers breakfast, lunch and dinner every day off the

week. There are tables and booths for the customers to eat at and a counter for them to order at.

There will also be a smoothie and drink bar.

We have a lot of options available for breakfast. We have an Avocado Omelet, filled with

avocados, tomatoes, onions, pepper jack cheese, and cilantro, served with salsa on the side.

Customers can get any of our omelets with egg whites or egg substitution instead of regular eggs.

We will offer other egg dishes too, along with pancakes and waffles. Another meal that we will

serve is a healthy parfait with fruit, low-fat yogurt and homemade granola made at the restaurant.

We will always offer locally grown produce when in season.

One of the great things about Veggie Heaven is that we will try to accommodate to

everyone as best we can. Many vegetarians like an alternative to meat, for example,

MorningStar, like “bacon,” “sausage patties,” “chicken” strips, and “beef” strips. We will also

offer veggie burgers, but they will be homemade at the restaurant. A lot of people have celiac

disease and can’t eat gluten, so we also offer gluten free bread, muffins, pancakes and waffles.

We will also try to be accommodating to vegans, by substituting eggs for an egg substitution and

cheese for soy cheese. All of these substitutions can be made for a small extra fee.

We will offer the same meals for lunch and dinner, but we will have many options. There

will be soups, salads, veggie burgers, sandwiches, and pasta dishes. One salad we have is the

Spinach Salad, with tomatoes, cucumbers, “chicken” strips, pine nuts, goat cheese, blueberries,


strawberries and a raspberry-pomegranate dressing. We offer an avocado sandwich on whole

grain bread filled with avocados, tomatoes, lettuce, mozzarella and pesto drizzled on top. One of

the pasta dishes we will offer is Green Chicken Alfredo with whole grain pasta, “chicken” strips,

spinach, broccoli, asparagus, and Alfredo sauce.

Next to the counter where customers order will be a drink bar. Customers can order

smoothies, like a Strawberry-Bananarama Smoothie, with strawberries, bananas and soy milk.

And there will be milkshakes like the Nutella Milkshake. We have many coffee drinks available,

especially in the morning when many customers are on their way to work and want a quick

coffee to start their day.

III. Industry/ Market Analysis

Veggie Heaven will be located in downtown Natick, MA. This is a great place to be

located, because many people visit the town every day to go to the very popular Natick Mall.

The commuter rail to Boston stops in downtown Natick, and a lot of commuters are hungry in

the morning. Our restaurant will be there as an option for them to have a healthy meal to start

their day off well.

According to the 2010 census, Natick has a population of 32,786, and a total number of

13,327 households. Veggie Heaven’s target market includes most of the people who live in

Natick since it’s a quick healthy place to pick up a meal on the go or to sit and catch up with

friends. Even though we want everyone to visit, the café will focus on certain groups. Those

groups include consumers who are taking the train and want to get a quick breakfast before they

go work, or are on their way home from the train. We will also focus on high school students

who want to get something before, during or after school, since the café is located less than a


mile away from the high school. Lastly we will focus on anyone who wants a nice, healthy meal

and a place to sit and chat with friends for lunch or dinner. We will not focus on elderly

consumers, since they tend to not care about eating healthy as much, and also because they

usually already have their favorite spot to hang out and eat.

Fifteen to twenty-four year olds only make up 9.1% of the population, so relying on

commuters for business is very important. The average worker is between the ages of 25 and 64

years old, which is 57%; over half the population.1 This also includes the people that are likely to

want to come in to Veggie Heaven and get food too.

Natick is not a very racially diverse town. 87.3% of residents are white; 7.2% Asian;

2.1% African American; and 1.3% are other races.2 We couldn’t find the income distribution, but

the average income is $88,285, which is higher than the average income in Massachusetts of

$69,755.3 It is good that the income is above average, because the food is higher end and more

expensive than regular fast food restaurants.

Top Ten Markets for Like Trend Towards Healthier Fast Food4

1 http://www.zip-codes.com/zip-code/01760/zip-code-01760-2010-census.asp

2 http://www.zip-codes.com/zip-code/01760/zip-code-01760-2010-census.asp

3 http://www.city-data.com/city/Natick-Massachusetts.html

4http://www.claritas.com/SRDS/home?user_id=1381282503100374026&auth_token=%2FFmmA8cNLejtd8O6G7Kg %2B15B3lI%3D


http://www.claritas.com/SRDS/home?user_id=1381282503100374026&auth_token=%2FFmmA8cNLejtd8O6G7Kg%2B15B3lI%3D

http://www.claritas.com/SRDS/home?user_id=1381282503100374026&auth_token=%2FFmmA8cNLejtd8O6G7Kg%2B15B3lI%3D

http://www.city-data.com/city/Natick-Massachusetts.html

http://www.zip-codes.com/zip-code/01760/zip-code-01760-2010-census.asp

http://www.zip-codes.com/zip-code/01760/zip-code-01760-2010-census.asp

1. Washington et al, DC-MD

2. Juneau, AK

3. Fairbanks, AK

4. San Francisco, CA

5. Honolulu, HI

6. Anchorage, AK

7. Monterey-Salinas, CA

8. Boston et al, MA-NH

9. Hartford &New Haven, CT

10. Baltimore, MD

The market potential for Natick is very high. According to the Source Book of Zip Code

Demographics, dining out has a score of 166, which means that it is 66% higher than average.

Also as shown on the previous page, the Boston area is eighth in the top ten markets for

consumers trending towards eating healthier fast food. This is important, because it not only

shows that eating healthy is popular in the Boston area, but that this is one of the best places for

this market. Both of these data sets how well Veggie Heaven will do located in Natick.

One of the common groups of people living in the town according to PRIZM is the

Movers and Shakers. They are older, wealthy and do not have kids. They commonly own Land

Rovers, play tennis and read Yoga Journal. They are great consumers for the cafe, because they

care about their health as shown by keeping fit. Another group similar to the Movers and Shakers

is the Upper Crust group. They are also older, wealthy and do not have kids. The Upper Crust

often shops at Saks Fifth Avenue and likes to vacation in Europe. Since the café is higher end


and a little more expensive than regular fast food, it is a good place for this group to eat when

they want something quick or casual.5

The NAICS Industry code for restaurants is 722513. There are a lot of restaurants

currently in downtown Natick. One of the more popular places for consumers to frequent in the

mornings for a quick breakfast is Dunkin Donuts. They are always busy especially during rush

hour. Another competitor is Java Jim’s. They are a small locally run fast food restaurant. Even

though their food is inexpensive, which draws customers, we will be better than them, because

we have all vegetarian, healthy food. Another place is Bakery on the Common. They sell mostly

baked goods with a few other hot meals. Although they are a little better quality than Dunkin

Donuts or Java Jims, from experience the service is not very good; the employees are usually a

little rude.

There are not as many competitors for lunch and dinner. Downtown Natick mostly has

take-out pizza places for restaurants. They won’t be much of competition, because there will be

very little overlap in food options. Another small restaurant place is Lola’s Italian Groceria and

Sub Shop, but similarly to the pizza places there is very little overlap in the type of food being

served.

5http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&pageName=ZIP%2BCode %2BLookup&menuOption=ziplookup


http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&pageName=ZIP%2BCode%2BLookup&menuOption=ziplookup

http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&pageName=ZIP%2BCode%2BLookup&menuOption=ziplookup

As seen from the chart above, the rate that people eat ‘away from home’ increased until

about 2005. After that it leveled out and stayed about the same. The restaurant industry has

matured and is now at a stable rate. This is good for Veggie Heaven, because we will never have

to worry about people not going out to eat. There will always be a demand for restaurants.

According to the chart about annual expenditures below, consumers living in New England

spend about $2700 on eating ‘food away from home’ each year. That is the second highest

region out of the four regions the US is split into. Consumers spend over a third of their total


food money on ‘food away from home.’

Based on our research, Natick will be a great place for Veggie Heaven. The consumers

that live there dine out 66% more than the average American. The Boston area is also in the top

ten places for trending towards healthier fast food. Although there are a few competitors, it is

clear that we will stand out and succeed.

6 http://statab.conquestsystems.com/sa/abstract.html?table-no=701&acc-no=C7095-1.13&year=2013&z=ED4D6451F08E0518A6C957B30FDCD6125851865E


http://statab.conquestsystems.com/sa/abstract.html?table-no=701&acc-no=C7095-1.13&year=2013&z=ED4D6451F08E0518A6C957B30FDCD6125851865E


IV: Marketing Plan

When we market Veggie Heaven, we will market it as a healthy vegetarian restaurant. It

is also unique, because there are no other vegetarian eateries in the Metrowest-Boston area. We

will try to accommodate all of our customers’ needs by offering alternatives for people who are

gluten-free and vegans.

When we are pricing are food, we will use the competitive pricing strategy. This is the

best strategy for our company, because we can’t set our prices below the competition’s prices, or

we would never make any money. We also do not want to set our prices too high, because a lot

of consumers would probably decide to eat at one of the other restaurants in downtown Natick.

We will use a few different marketing strategies to reach out to consumer. One way will

be to put an advertisement in newspapers. The Boston Globe is the most popular newspaper in

the area. On Sundays they have special section just for the Metrowest area. By putting an

advertisement in this section of the newspaper, we will be able to perfectly reach our target

audience, especially the commuters, because they are the people that tend towards reading the

newspaper. The other newspaper will advertise in is the Natick Bulletin & Tab. This newspaper

is specific for people who live in Natick. We will also submit a press release in hopes of an

article being written about Veggie Heaven.

Using direct mail and the radio are also both great ways to connect with customers. We

will put a few commercials on local radio stations to let potential consumers about our café.

Direct mail will be one of the best ways to advertise, because we are able to let all consumers in

the Metrowest area where we are located and what kind of restaurant we are. We will also put a

coupon on the postcard that we send out. This is a great promotion, not only because people will

understand the purpose of our company, but also because people will be motivated to come in


and buy food, also because we will be able to track how useful this promotion is. If not many

people come in with the postcard, then we will know that we need to rethink our marking

strategy. Another way to make sure that our marketing strategies are working is by having all of

our employees politely ask how customers heard or found out about Veggie Heaven. By using

this information, we will be able to tailor our advertising methods to the ones that get the most

customers in the door. The last kind of marketing strategy we will use to keep customers is by

having them sign up for our email list. Every few weeks we will send out a coupon to let them

know about specials that we have. This will be an incentive for customers that have already eaten

at our restaurant to keep coming back.

V: Management Team/Personnel/Skills

Since Veggie Heaven is a small café we won’t need to have a lot of employees. When we

first open we will only employ nine people. When we get more popular, we will need to hire

more people to accommodate our customers. Abby Rosen is the owner and will also be the

manager. She also has a CPA, so we will not need to hire an accountant. We will hire two more

full time employees and the other seven employees will work part time during the busy parts of

the day, like breakfast.

Every employee will be skilled in most aspects of the business. They will all need to

know how to prepare every item on the menu including drinks. They will also be trained how to

use the register and they must be able to be friendly and patient with the customer. Each

employee, especially the full time employees, will need to be skilled at multitasking. When the

café is not busy, like in the afternoon between lunch and dinner, an employee could be the only

one working. It is extremely necessary that they know how to make everything for the customer,


and help them in any way possible. It is also necessary during peak hours, because an employee

must be able to easily move from one task to another. For example, if someone is working at the

register, but then needs to help with food prep, then they should be able to smoothly move from

one station to another.

It can be tough to find potential employees who know how to prepare food, be a barista,

and work a register. That is why we will take a week before Veggie Heaven opens to train

everyone on all the skills they will need to have to work here. All the employees will learn how

to prepare all the menu food and drinks. We will also have a few team building activities.

Although this is not a type of company where everyone needs to be great friends, it is necessary

for everyone to get along well and be able to work and communicate with each other.

We will pay our employees well, as an added value for working at Veggie Heaven. Part

time employees will make $10 an hour, instead of the minimum wage, $8. We will pay them

above minimum wage as an incentive to stay with our company, and also because we value the

amount skills they have from working with us and we want to pay them as such. We want this

work environment to be relaxed and fun for all of our employees. The only uniform requirement

we have is for all employees to wear a Veggie Heaven t-shirt to work, and long pants, as a safety

requirement.

To ensure that all the employees are working hard and are not slacking off, every three

months we will Performance Checks. During this time every employee will meet with Abby one-

on-one to make sure that everything is going alright. During this time Abby will talk with the

employee to make sure that the employee is performing just as well or exceeding her

expectations for their position. If they are exceeding, then there is a chance that earned a

promotion or a raise. The Performance Check is also a time when the employee can bring up any


concerns or ideas that they have. If they think that there are any safety problems or ways that the

company can be more efficient, this is the perfect time to bring it up; also if they have any new

menu ideas or any other ways to improve the café. Even though Abby Rosen is the owner of the

company, every employee is a part of it, and we want their ideas to be heard and shared too.

VI: Financing Needed

We are asking Middlesex Savings Bank for $40,000 to help fund Veggie Heaven. We

will use $14799 of the loan to pay for our Capital Equipment. We plan on saving the rest of the

money to pay for our fixed expenses, like rent. We will also use it to pay for our employees and

other fixed expenses, like our utilities and insurance. This money is important for us to have,

until we are able to make a steady profit on our own, so we don’t have to worry about paying for

these expenses.


Sources and Uses of Funds:

Sources:

Bank Loan $40,000

Investment from the Owner $55,000

Investments from Friends and Family $23,418

Total: $118,418

Uses:

Monthly Payments

o Rent $18419 ($3069 per month)

o Salaries $67600 ($11266 per month)

o Utilities $3600 ($600 per month)

o Insurance $3000 ($500 per month)

Inventory $5000

Capital Equipment $14799

Renovations $2500

Advertising $1000

Cash Reserve $2000

Supplies $300

Total: $118,418


Capital Equipment List:

Microwave

Amana Medium Duty

Microwave-100

Programmable Menu-1000 W $464

Stove/OvenVulcan Endurance Gas

Range- 10 Burners- 2 Ovens $3,855

RefrigeratorArctic Air Reach-In Two

Door Refrigerator, 49 Cu. Ft. $1,975

DishwasherUndercounter Dishwasher

High Temperature $3,819

Coffer Makers

Breville 800ESXL 15-Bar

Triple Priming Die-Cast

Espresso Machine $353

PhonesAT&T CL2909 Corded

Phone $25

RegisterIndoor, Outdoor Cash

Register 8 Department $135

Tables (Seven)Contemporary Designer

Melamine Table Top- Indoor $763

Chairs (Thirty-Five) Plastic Stack Chair $1,295

Cutlery $500

Flatware $700

SafeSentry SFW123CS

Combination Fireproof Safe $299

ComputerHP Pavilion All-in-One 20-

B010 20” $399

DeskSauder Registry Row Writing

Desk $167

Desk ChairGlee II Mid-Back Manager

Chair $50


Total $14,799

VII: Financial Statements

Balance Sheet:

Assets LiabilitiesCURRENT ASSETS CURRENT LIABILITIESCash 30,000$ Petty Cash 2,000$ Inventory 5,000$ Supplies 300$ LONG TERM LIABILITIESTotal Current Assets 7,300$ Bank Loan 40,000$

Total Long Term Loans 40,000$ FIXED ASSETSCapital Equipment 14,799$ Owner's Equity 39,198$ Renovations 2,500$ Total Fixed Assets 17,299$

Total Assets 79,198$ Total Liabilities and Owner's Equity 79,198$

Veggie Heaven1-Jul-14

Balance Sheet

Income Statements:

Looking at our potential income statements for the next two years, Veggie Heaven will

do very well. We should be making profit almost every single month. This all made possible if

we have a 2% increase in revenue every month.


June 30, 2015 June 30, 2016

Total Revenue 109349 138678Cost of Sales 32805 41603Gross Margin 76544 97075Total Expenses 72548 84193Net Profit 3,996$ 12,882$

Veggie HeavenIncome Statements for First Two Years

Income Statement for Year One


Income Statement for Year Two


12-M

onth

Inc

ome

Sta

tem

ent

07/0

1/14

Veg

gie

Hea

ven

Fis

cal y

ear

begi

ns:

July-14

August-14

Sep-14

Oct-14

Nov-14

Dec-14

Jan-15

Feb-15

March-15

April-15

May-15

June-15

Total

Rev

en

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(S

ale

s)

Bre

akf

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15

501

581

16

131

645

16

781

711

17

461

780

18

161

852

18

891

927

20

789

Lu

nch

29

763

036

30

963

158

32

213

286

33

513

418

34

873

557

36

283

700

39

914

Din

ne

r2

232

22

772

322

23

692

416

24

642

514

25

642

615

26

672

721

27

752

993

6

Drin

ks1

395

14

231

451

14

801

510

15

401

571

16

021

634

16

671

700

17

351

871

0

To

tal

Re

ven

ue

(S

ale

s)

81

538

316

84

828

652

88

259

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91

829

365

95

539

744

99

381

013

71

093

49

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of

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es

Cos

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f M

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24

462

495

25

452

596

26

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27

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810

28

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23

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03.

04

) $

46

0.0

6

$

5

24.

42

$

59

0.0

7

$

1

57.

03

$

72

5.3

3

$

7

95.

00

$

36

6.0

6

$

3

,496

.18


12-M

onth

Inc

ome

Sta

tem

ent

07/0

1/15

Fis

cal y

ear

beg

ins:

Veg

gie

Hea

ven

July-15

August-15

Sep-15

######## #

Nov-15

Dec-15

######## #

Feb-16

March-16

April-16

May-16

June-16

Total

Rev

en

ue

(S

ale

s)

Bre

akf

ast

196

620

052

045

20

8621

282

170

22

1422

582

303

2349

2396

24

442

636

2

Lunc

h3

774

3849

392

64

005

4085

416

74

250

4335

442

245

1046

004

692

506

17

Din

ne

r2

831

2887

294

53

004

3064

312

53

188

3251

331

633

8334

503

519

379

63

Drin

ks1

770

1805

184

11

878

1916

195

41

993

2033

207

321

1521

572

200

237

35

To

tal R

eve

nu

e (

Sal

es)

1034

01

054

710

757

1097

31

119

211

416

116

44

118

77

1211

51

235

71

260

412

856

13

8678

Co

st

of

Sal

es

Cos

t of

Mat

eria

ls3

102

3164

322

73

292

3358

342

53

493

3563

363

437

0737

813

857

416

03

Var

iabl

e la

bor

00

00

00

00

00

00

0

To

tal C

ost

of

Go

od

s S

old

$ 3

,10

1.92

$

3,1

63.9

6

$ 3

,227

.24

$ 3

,29

1.78

$

3,3

57.6

2

$ 3

,42

4.77

$

3,4

93

.27

$

3,5

63.1

3 $

3,6

34.

40

$ 3

,707

.08

$

3,7

81.2

3 $

3,8

56.

85

$ 4

1,6

03.

26

Gro

ss

Mar

gin

$ 7

,23

7.82

$

7,3

82.5

7

$ 7

,530

.23

$ 7

,68

0.83

$

7,8

34.4

5

$ 7

,99

1.14

$

8,1

50

.96

$

8,3

13.9

8 $

8,4

80.

26

$ 8

,649

.86

$

8,8

22.8

6 $

8,9

99.

32

$ 9

7,0

74.

26

Exp

en

ses

Sal

ari

es2

585

2637

268

92

743

2798

285

42

911

2969

302

930

8931

513

214

346

69

Pay

roll

exp

ense

s 18

11

8518

819

21

96

200

204

20

821

22

162

21

225

2427

Ben

efit

s25

82

6426

927

42

80

285

291

29

730

33

093

15

321

3467

Out

side

se

rvic

es

0

Sup

plie

s (o

ffice

an

d o

pera

ting

)51

75

2753

854

95

60

571

582

59

460

66

186

30

643

6934

Rep

air

s an

d m

aint

en

ance

0

Adv

ert

isin

g30

03

0030

030

03

00

300

300

30

030

03

003

00

300

3600

Acc

ou

ntin

g a

nd le

ga

l0

Ren

t2

000

2000

200

02

000

2000

200

02

000

2000

200

020

0020

002

000

240

00

Te

lep

hone

250

250

250

250

25

025

02

502

50

250

250

25

025

030

00

Util

ities

300

300

300

300

30

030

03

003

00

300

300

30

030

036

00

Dep

reci

atio

n20

82

0820

820

82

08

208

208

20

820

82

082

08

208

2496

To

tal E

xpe

nse

s $

6,5

99.

36

$ 6

,670

.19

$

6,7

42.4

3 $

6,8

16.

12

$ 6

,891

.28

$

6,9

67.

95

$ 7

,04

6.1

5

$ 7

,125

.91

$ 7

,20

7.27

$

7,2

90.2

5

$ 7

,374

.90

$ 7

,46

1.24

$

84

,19

3.05

Net

Pro

fit

$

63

8.46

$

7

12.3

9

$

787

.79

$

86

4.71

$

9

43.1

6

$ 1

,02

3.19

$

1,1

04

.81

$

1,1

88.0

7 $

1,2

72.

99

$ 1

,359

.61

$

1,4

47.9

6 $

1,5

38.

08

$ 1

2,8

81.

21

Assumptions Behind Sales:

When we were making our potential first year income statement, we made a lot of

assumptions about our revenue and expenses. We assume that during our first month, we will

sell approximately 10 meals for breakfast costing $5 each day. For lunch we assumed that we

will sell 12 meals costing about $8 each day; for dinner we assumed we would only sell 9 meals

at $8 each day, and we would sell 15 drinks costing $3 throughout each day. After that, each

month we would have a 2% increase from the previous month.

The cost of materials was calculated by taking 30% of the month’s total revenue. We

found the months salaries, by doing a similar technique, and assumed that they were the same as

10% of the revenues. The payroll expenses and benefits were 7% and 10% respectively of the

total salaries. The supplies were 5% of the total revenue.


VIII: Bibliography

Bureau of Labor Statistics. "Table 698: Average Annual Expenditures Of All Consumer Units

By Selected Major Types Of Expenditure: 1990 To 2011 [Selected Years]." ProQuest Statistical

Abstract of the United States:2013. Ed. ProQuest, 2013. Web: ProQuest Statistical Abstract

10/13 <http://statab.conquestsystems.com/sa/abstract.html?table-no=698&acc-no=C7095-

1.13&year=2013&z=17E7B4B354B55A2C3813F456403651753B0F169F>

Bureau of Labor Statistics. "Table 701: Average Annual Expenditures Of All Consumer Units

By Region And Size Of Unit: 2011." ProQuest Statistical Abstract of the United States:2013. Ed.

ProQuest, 2013. Web: ProQuest Statistical Abstract 10/13

<http://statab.conquestsystems.com/sa/abstract.html?table-no=701&acc-no=C7095-

1.13&year=2013&z=ED4D6451F08E0518A6C957B30FDCD6125851865E>

"ENTER." PRIZM Market Segmentation Research, Tools, Market Segment Research,. N.p., n.d.

Web. 07 Oct. 2013.

Community sourcebook of ZIP code demographics, 2005

2005, ESRI Press, Vienna, Va., 19th

"Natick, Massachusetts." (MA 01760) Profile: Population, Maps, Real Estate, Averages, Homes,

Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News.

N.p., n.d. Web. 07 Oct. 2013.




http://statab.conquestsystems.com/sa/abstract.html?table-no=698&acc-no=C7095-1.13&year=2013&z=17E7B4B354B55A2C3813F456403651753B0F169F

http://statab.conquestsystems.com/sa/abstract.html?table-no=698&acc-no=C7095-1.13&year=2013&z=17E7B4B354B55A2C3813F456403651753B0F169F

"NATICK, MA 01760." 2010 Census for ZIP Code 01760, NATICK MA, Population

Demographics, 2010 Census. N.p., n.d. Web. 07 Oct. 2013.

"Welcome to SRDS." Welcome to SRDS. N.p., n.d. Web. 07 Oct. 2013.


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