1. The Beaver Dam
Bar and Grill
Alex Stailey

2. Mission Statement
The Beaver Dam’s philosophy is to provide good, fast service, a positive attitude, and a friendly atmosphere. We promise to give not only fast service, but quality food that will leave the customer wanting to come back. Equally important is to have a controlled establishment that ensures the customer that they will have good time in a positive and friendly environment.

3. Description of Good or Service
Inventory Policies
Keep constant supply of food and other products
Buy in bulk
List Suppliers
Pepsi Products
Meat Distributor
Alcohol Distributor
General Food Distributor

4. Self Analysis
Masters Degree in Business Management and a Bachelor Degree in Finance.
Strengths include managing a business and good people skills. Weaknesses include firing employees.
Yearly training for better management techniques and keeping up with new restaurant codes and violations.

5. Trading Area Analysis Located in Troy, Michigan on Big Beaver Road
"With skyscrapers, corporate headquarters, upscale shopping and more than 100,000 jobs and swank restaurants, it's a sophisticated metropolis, even if its main street is called Big Beaver Road." -- The Detroit Almanac Peter Gavrilovich and Bill McGraw
Located in Troy, Michigan on Big Beaver Road
Total population 80,959
Median household income $77,538
Median housing price $214,100

6. Target Market Market Segment Analysis
Area is known for restaurants and shopping
Upper-Middle and Higher Class Families
Higher level of disposable income
Families and Groups

7. Media Plan
Reviews and advertisements in Fervor magazine and Hour magazine
Internet site with menu and online store
Direct-Mailers, send take-out menu to families in area
Billboards on highways near by

8. Opportunities Parking is often limited, many do not have valet
Very few higher end restaurants in area have take-out
Offers a restaurant with area for families with children or for parties of adults

9. Business Concept
The Beaver Dam has a very unique atmosphere. From the entrance all the way in, gives customers a feeling of being in and around an actual beaver dam
Staff is interactive and friendly with customers
Live bands playing on the weekend and a dance floor in the back
Equipped with a top of the line bar for both club and restaurant

10. Competitive Advantage
Surrounding area is big on shopping and restaurants, some higher end restaurants include:
Larcos Italian Chophouse
Shulas Steak House
Bourbon Street Grill
Competition
Competitive Advantage
Better parking options, wide variety of food, designed for both families and adults

11. 5-Year Goals Goals and Objectives
Have a 95% customer satisfaction and customer return
Market share is small at only 10%, but very profitable
Estimated Revenue
1st Year $300,000 3rd Year $400,000
2nd Year $350,000 5th Year $600,000
Objectives

12. Promotional Activities
Marketing Plan
Promotional Activities
Invite local business and hotel owners , presidents, and managers to free dinner
Send out flyers/mailers with coupon
Pricing Policies
The price range will be similar to restaurants such as these
Red Lobster
Ponderosa
Texas Roadhouse

13. Yearly Reviews Sources of Capital Financial Plan
1st year: $6,000 at 2%
2nd year: $10,500 at 3%
3rd year: $16,000 at 4%
Sources of Capital
Partnership
Personal Savings
Debt Capital from a commercial bank

14. Resource Requirements
Technology Requirements
Computers
Programs Check-out and taking orders
Stoves, Grills, Fry Cooker, etc.
Personnel Requirements
Waitress/Server, Hostess, Cooks, Managers, and Bussers/Dishwashers
Resource Requirements
Personal Bookkeeper and accountant, FedEx, CullGroup Promotional Firm.

15. Risks and Rewards Risks Rewards
Economic- Competition, population, and consumer lifestyles
Area is well developed, offer a lower priced menu if economy drops
Natural- Tornadoes, flooding, and power loss
Insurance will cover damages
Human- Burglaries and injuries
Security system will be installed, First Aid training for all employees
Rewards
Insurance and other plans for risks are planned so there won’t be a high price to pay when something goes wrong

16. Key Issues Near Term Long Term Staff needs to be hired Secure Property
Renovations and decorating done
Request loan from bank
Long Term
Continue promotions and advertisements
If not, customers may be lost
Keep clean and fix and problems
Buildings appearance may fall