1. Eva’s Edibles E
Eva Tan Age: 20

2. 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

3. 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

4. Qualifications I am qualified to run this business because:  
Associates Degree-Business Management
Assistant Director-Campus Dining Services at OSU
Certified Personal Chef (CPC)

5. 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

6. Consumer Profile
By Location
Greater Columbus, Ohio area
By Population
Professionals 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.

7. 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

8. Marketing Mix Marketing Plan
People: Who will buy your product/ service?
Promotion: How will you promote your product/ service?
Product: What is your product/ service?
Place: Where will you sell your product/service?
Price: What is your product/ service price?
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

9. 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
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

10. 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
For Service and Manufacturing Businesses only.
Definition of Unit: A quick description of the product or service being sold. Think of this as the minimum number and type of products students’ are willing to sell to a customer. For example, if a student plans to sell retail sunglasses, the minimum number they’ll be willing to sell will likely be 1 pair of sun glasses.
Direct Labor/Unit: This calculation only includes time spent actually building a product or providing a service (On your mark…get set…GO…stop.). It doesn’t include indirect labor, such as time spent passing-out flyers, shopping for materials or sweeping office floors.
Helping students arrive at a direct labor figure can be challenging. There are a number of ways they can look at it:
1. If I’ve never worked before and took a job, what might I be paid?
2. What do others, with my experience level, get paid for similar work?
3. If I had to hire another person to perform this labor for my business,
what would I be willing to pay them given the level of quality and
efficiency I expect?
Materials/Unit: We should encourage students to shop for wholesale prices. These items should likely be purchased in bulk at better prices than retail shopping. There’s room here to enable judges to follow these calculations, which are the numbers behind the Economics of 1 Unit slide.
Many students unnecessarily pay themselves more than once in the business plan. There are four main ways that students pay themselves:
Direct Labor: This is an hourly wage based on the standard pay for the industry in which the student is working. Try to get students to think beyond minimum wage by looking at online resources such as salary.com or craigslist.com to get comparable rates of pay. Steer students towards paying more than minimum wage for skilled or semi-skilled labor (braiding hair, lawn care, computer repair, etc.)
Entrepreneurial Stipend: This can be found on the Fixed Costs slide and is similar to a salary students may pay themselves on a monthly basis.
Comission: This is on the EOU slide and is a variable cost that fluctuates based on the number of units sold.
Salary: This can also be found on the Fixed Cost slide
% of profit: There is no slot on the template for students to indicate they are taking a percentage of profit but students could mention it when they present the income statement.
Whenever students enter any of the above information on the template, have them write it in green to keep track of payments. Then, students must double check their plan to make sure they are not paying themselves more than once.
ACTIVITIES:
Bic pen activity (disassembled in bag – make teams of students assemble them)
Fieldtrip to manufacturing or service business
ZipBin Case Study
Book store owner case study to be written (may be oppty recognition)
Activity for identifying variable costs (vs. direct labor and materials) – packaging, commission,
Variable and fixed cost bingo activity
*Try to keep a ‘math journal’ with your students: Spend first 5-10 mins of class each day doing math calculations based on business financials. 10

11. Economics of 1 Unit $ 325 $ 150 $ 100 $ 250 $ 4 $ 254 $ 71
Definition of One Unit dinner plan (1 day of cooking)
Selling Price per Unit $
Direct Labor per Unit $
Materials per Unit $
Total COGS per Unit $
Total Other Variable Costs per Unit
(Gas) $
Total Cost of Sales $
Contribution Margin $

12. 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

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

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

15. 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
$ 1,808
Net Profit
$ 10,242

16. 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 $
CASH RESERVE covering 3 months of fixed expenses $
Estimated TOTAL START-UP INVESTMENT
$ 5,000
50 hours
$100/hour
$500 x =

17. 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

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

19. 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

20. 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

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