1. Non-Profit Helping Non-Profit
Meals On Wheels of Tampa
Business Plan Competition 2011

2. Meals On Wheels of Tampa
Mission
Nourish the body
Enrich the soul
Strengthen the community
History
Operation

3. Non-Profit Helping Non-Profit
Vision
To create a social enterprise venture which allows MOW Tampa to:
Expand current service boundaries
Create new service routes
Promote collegial team approach with non-profits in the community.

4. Industry Market Analysis
Overview
Target Market
Schools
students
Do not have adequate kitchen facilities
Leverage existing menus created by MOW
Need limited servers

5. Industry Market Analysis
Target Market
Mental Health Facilities
Assisted Living Facilities
Limited special food needs
Competitive Analysis
SAGE Dining Services
GA Food Service, St. Petersburg
Orange Blossom Catering

6. Marketing Plan Objectives Product Positioning
Product/Service Distribution
Pricing
Promotion/Sales

7. Management Plan
Management Team
Director
Food Services
Marketing

8. Operational Plan Core Competency
Expertise on nutritional guidelines – meet Hills Cty standards. Rigorous new menu approval guidelines
Logistics in place for more complicated process
Exceptional customer service developed through a personal touch with our recipients
Community reputation and name recognition
Marketing program in position
Board of Directors and local connections

9. Operational Plan Assets Experience Physical:
kitchen can produce 2,000 meals per day. Today it produces 600 meals per day
Currently have 4 trucks and vans for delivery that can double up to deliver these meals
Based on success, will require
2 additional kitchen staff, 1 paid driver
Additional kitchen equipment
Possible expansion of kitchen
Experience
Closely matches our core business

10. Financial Plan Assumptions:
Gross meal revenue forecast
Serve 3 schools for 5 months yr 1, and 9 months yr 2 – 3
Estimated meals served per day 400 lunch, 80 breakfast
15% growth in meal revenue
Estimated gross revenue per meal range $3.60- $4.15 lunch and $1.59 breakfast
Food and labor cost estimate at 60% of revenue
Based on existing meal service?
Additional 2 kitchen staff hired in Yr 2
Additional truck added in Yr 2
Indirect cost based on estimated time spent on contract review, marketing material, sales and
office expense

11. Financial Plan Year 1 (5 mos) Year 2 Year 3 Gross meal rev $153,480
Income Statement
Year 1 (5 mos)
Year 2
Year 3
Gross meal rev
$153,480
$276,264
$317,704
CGS
($90,967)
($163,741)
($188,307)
Gross Profit
$62,513
$112,523
$129,397
Add’l expense
($5,500)
($9,900)
($10,305)
Net Income
$57,013
$102,623
$119,092

12. Financial sources and uses
Children’s board Contribution
$25,000
Inventory increase
$12,000
Labor increase
$6,000
Add’l truck lease (1 month) $

13. Business Goals and Objectives

14. Questions and Answers