1. Business Team Kitchen Team Natalie Coughlin – General Manager Inge de Bruijn– Chief Business Planner Dara Torres– Analyst Steve Lundquist– Analyst Gary Hall, Jr.– Location Manager Jenny Thompson – Executive Chef Brendan Hanssen – Sous Chef Ian Thorpe – Waiter Krisztina Egerszegi – Waitress Michael Phelps – Busboy Restaurant Name

2. Tagline/statement that is reflective of your restaurant theme/market position, like  ‘When you’re here, you’re family.’”

3. Our Core Theme and Identity Description of cuisine Market position Value proposition from customer’s perspective Etc.

4. Our Target Market Description of target market, in terms of  customer types,  location,  segment within a given cuisine (e.g., fast Italian),  service dimension (French service, build-your-own pizza, walk-up window, etc.)  Other relevant descriptors

5. Core Strategy Description of value proposition from investor’s perspective Generic strategy type Critical success factors Your capabilities etc.

6. Starters, Soups, Salads Entrees Escargot Coquille St. Jacques‘ Buffalo Chicken Wings Baby Spinach and Seared Ahi Tuna with Wasabi Vinaigrette Blue Wedge Grilled Scallops Broiled Lobster Tails Carolina Low Country Halibut* Angus Porterhouse Country Ham Pad Thai Menu

7. Featured Ingredients Halibut Leeks Grits Pernod Cream sauce Broccoli Rabe Carolina Low Country Halibut  Seared filet of fresh Halibut served over griddled Southern-style grits cakes and wilted leeks, finished with a light Pernod cream sauce  Garlic and sea salt-roasted broccoli rabe  Home made Caesar salad  Wine pairing – Cakebread Chardonnay, Anderson Valley, 2005 Statement re: Why this dish is representative of restaurant strategy, theme, market position? Menu Price = $ 29.95 + $9.50 (wine)

8. Budget Wholesale Food/Bev. Prices = Retail Prices x.5

9. Budget Wholesale Food/Bev. Prices = Retail Prices x.5

10. Dudley’s Metropol Cuisine Brief description Customers Cuisine Brief description Customers Principal Competitors

11. Merrick Inn Portofino Cuisine Brief description Customers Cuisine Brief description Customers Principal Competitors

12. North Broadway at West Short Street Lexington General characteristics of your leased property…  Size  Neighborhood  Near other locations of interest?  Other stuff… Go visit the place….take a few pictures and add to your presentation and business plan.

13. General Address or Neighborhood Other locational descriptors, like Next to Lexington Opera House Us Merrick Inn Dudley’s There are three different maps…pick/edit the best one for you: Fayette Co. Lexington inside New Circle Rd Zoom in on downtown Lex and UK area Metropol

14. General Address or Neighborhood Other locational descriptors, like Next to Lexington Opera House Us Metropol Dudley’s Merrick Inn

15. General Address or Neighborhood Other locational descriptors, like Next to Lexington Opera House Us Dudley’s Metropol

16. Physical Characteristics Seating  Indoor, patio, etc.  Capacity Bar, other Tables  Type  Size  Shape  Settings (white linen, brown paper, etc). Décor Other – lighting, music,

17. Layout Bar Total Sq. Ft. No. Seats No. Tables Use PPoint shapes, another program (CAD) or whatever to provide a general layout of your restaurant.

18. Front of the House Back of the House General manager 1 Maître d‘ 4 Wait Staff 1 Bartender 1 Sommelier 1 Bus Boys 2 Valet parking attendants Executive chef 2 Line Cooks 1 Dishwasher Staffing Plan

19. Budget

21. High Hope Steeplechase WUKY Sponsor Hospitality booth near finish line Full-page color ad in race day program 10-second radio spots  NPR “Morning Edition”  NPR “All Things Considered”  WUKY “Curtains at Eight” Marketing Plan

22. Magazine Ads Sponsorship for LEXArt’s “Gallery Hop” The Lane Report Smiley Pete Publications  Business Lexington  Skirt  The Chevy Chaser  Southsider Keeneland Keeneland Magazine Racing programs Support for (and ad appearing in) official “Gallery Hop Guide” Marketing Plan

23. Budget Marketing  Where to advertize, promote  How often  Monthly expenses Commercial Real Estate  Get real $/sq. ft. data  Calculate monthly real estate expenses

24. Budget…Items to Ignore Start-up Costs  Leasehold improvements  Tables, chairs, bar, AV equipment, etc.  Bar inventory  Kitchen equipment  Other Operating Costs  Employee benefits  Utilities  Depreciation of assets

25. Annual Gross Profit Before Taxes $178,952.00 Budget ItemAmount Revenue per Day $ 2158.00 Food Cost per Day 967.00 Labor Cost per Day 1337.00 Operations Cost per Day 552.00 Total Costs per Day $ 1658.00 Gross Profit per Day$ 500.00 Food % of Revenue 45% Labor % of Revenue 62%

26. Restaurant Name here Concluding comments  Why will your business plan work?  Because of strategy?  Unique insights/perspective?  Implementation and execution?