2. Life Point GmbH First Healthy drive-in fast food restaurant In Frankfurt am Main: perfect target group Based on two current trends: – Intensive, mobile lifestyle & healthy eating Changing attitude

3. Name: Life Point GmbH Status: GmbH (=Gesellschaft mit beschränkter Haftung) Capital: Office Address: Adickesallee, Frankfurt am Main

4. Become a quality and respected brand Association to healthy Expansion in the future in Germany and Europe To become profitable in the next 3 years Staying as the market leader Raise the public awareness towards healthy eating habits Environment friendly Favoring local producers Advertisment Marketing VMSVMS

5. Positive work atmosphere Responsibility towards the environment To bring sustainable profit

8. No normal customer loyal cards / discounts Instead: – Events – Conferences – Lectures » Brings additional value for the customer and brand In the future: Magazine Radio spots

9. Industry – Tough competition – No direct competition Our market – 600.000 inhabitants, 2,5 million fair guests – 52% single households, – Average size is 1,86 persons/household

10. Competitors – Subway, BK, McD, restaurants Competitive advantages – New concept – Quality of food – Price-quality -correlation

11. Product – First stage of lifecycle (introduction stage) – Package is environmental friendly – Good quality – Information about ingredients given on package

13. – The Price Market pricing

14. Place – Selective distribution – Adickesallee 50, Frankfurt am Main  Connected to the most important traffic roads  Target group

15. Promotion – By internet (homepage) – Advertisements in newspapers – Flyer – Billboards

16. Divided in three P’s: – People become healthier – Perspective change – Product are bought at producers in Europe – Profit is made and new stores are opened in following years – Reducing of pollution (environmental friendly package)

17. Big Financial Points

18. Ground and building – 2 kitchens, 1 drink bar, 1 store room, 2 points of sale through 2 car lines with 3 cars per line Building: € 30,00 x 65 qm =€ 1.950,00 per month Ground: € 8,00 x 416 qm = € 3.328,00 per month ----------------------------------------------------------------------------------- Sum:€ 5.008,00 netto per month

19. Kitchen equipment: 18 metres kitchen: 2 oven-station€ 4.000,- + fridge & squeezer system for store room and sale of point € 11.000,- + 2 dish washer € 2.500,- + 18 metres tablesystem € 10.000,- + Utensils € 1.500,- + 1 drinking system€ 10.000,- + packs, racks, desks -system for food€ 2.000,- ---------------------------------------------------------------------------------------------------------------- Sum:€ 41.000,-

20. Capacity – In FFM is 473139 working population the company wants to get 1% of them. – Number of customer 4731. Assumption is that a customer buys 30 times a year. 4731 * 30 = 141000 orders a year.

21. Capacity – Purchasing: 1 person every 2 days for 2 hours366 hours per year – 1 customer satisfaction: preparing food 1 min selling food1 min Selling drink0.5 min Cashier0.5min ---------------------------------------------------------------------------------------- Sum:3 min

22. – Cleaning per day: Cleaning working place: 30 min x 349 days = 182.5 hours per year – Working hours are needed to fit the demand: 141000 orders per year * 3 min/60 + 366 h + 182.5 h = 7598,5 h

23. open time is 6-22 o´clock, 7 days a week Rush hour – From 7 – 8.30 – From 11.30 – 13.30 – From 17.30 – 19.00 We need 7 workers to fit to the demand Higher average of cooks is € 1800 p.a. > Salaries € 253000

24. Product cost of one menu – We made an average of food, drinks and packages and multiplied it with 3 items

25. – Year 3:first profit – Year 5:loans are payed back

26. Investments – Equity: 30.000€ in cash – Shareholders Jacob and Kampmeyer with 50% – Borrowed capital: 95.000€

27. Strengths – New concept – Quality of food – Long opening hours – Fast and efficient service – Relatively low costs of start-up

28. Weaknesses – Tough competition – Small size of the enterprise – Prices higher than other fast food chains

29. Opportunities – Expansion – The possibility to change the menus – Financial crisis – Become the market leader on healthy fast food

30. Threats – Competition – Healthy restaurants – Not expanding fast enough