Eva’s Edibles E Eva Tan Age: 20

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

Business Profile Type of Business Legal Structure 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

Qualifications I am qualified to run this business because: ❶ ❷ ❸ Associates Degree-Business Management Assistant Director-Campus Dining Services at OSU Certified Personal Chef (CPC)

Market Analysis Total Population Industry Name Personal Chef Industry/Special Food Services Industry Size $31,130,659,000 Total Population Columbus, Ohio households with two or more people 301, 800 Target Market Men and Women In Business or Medical field Average Household Income: $50,000 110,760 Potential Market Size 25% of Target Market purchase food outside four times/week. Willing to purchase Eva’s Edibles healthy meals. 27,690

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.

Competitive Advantage At home Chef Franchise Restaurant Your Business Factors Not good– service/ not healthy Custom meals—Very good Quality of Product//Service Very Good Healthy Price $300-$500 $50-70 $325 Location Columbus Columbus Columbus Brand/Reputation Well Established Well known but not good New to market Unique Knowledge Certified USPCA/local suppliers Knows clientele Fast turn around, franchise model

Marketing Mix Busy people who value free time and good, home cooked food $325 meal plan—Competitive but more affordable 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

Current & Short Term (1 month -6 months) Long Term ( 6 months-1 year) Marketing Plan Awareness Purchase Retention Current & Short Term (1 month -6 months) Company Website Listing on www.hireachef.com Brochures at local stores Presentation at Wire Whisk Free samples, gift baskets, discounts at local events (e.g. Earth Day, fairs, malls) Free snacks and desserts after purchasing 3 meal plans Long Term ( 6 months-1 year) Referrals from customers Additional discounts and coupons in local papers. Offer 10% discount for new client referrals Monthly cost, by phase: $50.00 $50.00 $45.83 Awareness Purchase Retention

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 $150.00 Total Direct Labor Per Unit Material Description Cost/Total Quantity Cost Per Unit ($) Groceries Local market/custom $100 Total Material Cost Per Unit Total Other Variable Costs Per Unit (Gas) $4 Cost of Sales Per Unit (labor +material+vc) $254.00

Economics of 1 Unit $ 325 $ 150 $ 100 $ 250 $ 4 $ 254 $ 71 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

Average Monthly Fixed Costs 10th Edition-Chapter 9/11th Edition-Chapter 10 Type 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

Business Schedule for a Typical Week Time Management Plan Business Schedule for a Typical Week

Monthly Sales Projections Break-Even Units 7 days Total Units 252 Full Capacity 22 days

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 Profit before Taxes $ 12,050 Less Estimated Taxes @15% $ 1,808 Net Profit $ 10,242

Start-up Investment Item Where I will buy this? Cost of Item $ 5,000 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 50 hours $100/hour $500 x =

Return 204.84% $2.04 12.51% $0.13 …on Investment …on Sales = = Annual Net Profit $10242 = $2.04 (dollar equivalent) Start-Up Inv. $5000 …on Sales 12.51% Annual Net Profit $10242 $0.13 (dollar equivalent) = Total Sales $81900

Financing Strategy for Total Start-up Investment Source Amount Debt Equity Gift Eva’s Personal Savings $5000 X Totals: $ 5000

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

Business & Educational Goals Personal 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 Short Term Increase market penetration by leasing/buying commercial kitchen Deliver meals to customers May sell the business or franchise Develop skills as a personal chef to potentially start a healthy food restaurant. Long Term

Thank you for your consideration of Eat healthy, Eat happy Thank you for your consideration of Eva’s Edibles