Starting a New Business Two Key Questions: What is it like out there? How can we be successful?

2 Confucius: “May We Live in Interesting Times” Unemployment remains high at 9.4%, above 19% for Home prices remain depressed; American homes have lost $9 Trillion since Foreclosures at all time high

Summary High unemployment and collapsing home values have shaken consumer confidence People have cut back spending, looking for value and the necessities There is no quick turnaround

10 Sound Business Plan is the Key Clearly define who your customers are, as well as their wants and needs. Ensure business concept or idea addresses customer needs Define concept against the competition How can we be successful? CustomerConcept Competition

11 The Process of Understanding How do customers feel about my business? How do customers uniquely use my business? -Be specific -Look for 2-3 word clarity and insight How can we be successful?

12 McDonald’s uncovered: Hostage Moms How can we be successful?

13 McDonald’s Tactics Wholesome platform –Fresh Salads –Whole white meat vs. mystery meat –Healthy Kids meals (Apple Dippers/Milk) –Ronald McDonald promotes exercise & fun High impact store design –McCafe –Gourmet Coffee –Upgraded Ambiance McCafe: Create Mom’s space in the store How McDonald’s Became Successful

14 Competitive Mapping Understand your competitive set and determine how you are different Get your team out into the marketplace Examine and analyze the competition (menus, store layouts, pricing, promos, their customers) Understand how your concept is or can be different How can we be successful?

15 Shakey’s Uncovered : Family gathering place Define Your Business

16 Shakey’s Concept: Family Fast Casual Quality branded experience for adults & fun place for kids Food first Entertainment second Define Your Business

17 Shakey’s Business Statement For today’s families who love pizza and want something special for the kids, Shakey’s is the gathering place where everyone has fun. Define Your Business

18 Who: Time pressed families, especially with tweeners, ages Groups, sports teams, schools, birthday parties Adults on the go Define Your Business

19 Why: Customers want to carve out a comfortable, fun time in a stress-free environment Place for good value for the whole family Escape + Unwind Spontaneous family dining Kids can be kids Desiring connection i.e. community dining Define Your Business

20 When: Weekday or Weekend Indoor Picnic Celebrate, Events Spontaneous After school After the game Define Your Business

21 Where/How: Away from home, but neighborhood destination How: Dine-in Define Your Business

22 What: Shakey’s Pizza Parlor is Family Fast Casual Integration: Creating Business Drivers Logo Menu Layout Gourmet PizzaFresh Tossed Salads

23 What: Shakey’s Pizza Parlor is Family Fast Casual Integration: Creating Business Drivers Store Design Uniforms Service SystemGames

24 Key to Success: Clearly define your business in a way that is meaningful to the customer -Who -Why -When -Where/How -Then What Wrap Up