1. Gourmet Goodness Gourmet Goodness Team: Hesha Vaishnav Sachi Kitazaki Pawel Kuzemczak Rachel Wong Heather Easton

2. Gourmet Goodness Mission Statement Provide high quality, fresh and delicious food in a timely, environmentally friendly, and financially profitable way. Objectives Grow sales over the next 10 years Develop culinary skills of our chefs and junior staff Earn a reputation of high quality and fast service for reasonable price Be environmentally friendly

3. WINTER Template WHO IS GOURMET GOODNESS? Marketing Plan Delicious, Wholesome, Globally Inspired Lunches Cater to the Downtown Vancouver Market Doorstep Delivery, Every Weekday Product

4. WINTER Template WHAT DIFFERENTIATES US? Marketing Plan Product Appeals to the Market Service Comfort and Convenience Satisfied Customers Product

5. WINTER Template WHO IS OUR CUSTOMER? Marketing Plan Frequently busy and time-constrained Used to eating out Cosmopolitan tastes Willing to $ for quality, novelty, healthy Product

6. WINTER Template WHAT WILL THEY PAY? Marketing Plan Market willing to pay $12 - $17 Premium charged Doorstep Delivery Quality, Novelty, Health Annual price adjustment Pricing

7. WINTER Template HOW WILL WE ATTRACT THE MARKET? Marketing Plan Create a positive buzz Increasing product awareness Local Vancouver dining festivals and events Tasting booths at hot-spots Target mailing of promotional material Local TV features Website Online banner ads Other Promotion

8. WINTER Template HOW WILL WE MAKE IT HAPPEN? Marketing Plan Place CustomerWebsite Gourmet Goodness Order Receipt of order Meal Preparation Delivery Money Fees Suppliers Order, payment Ingredients Credit Card Companies and Pay Pal

9. WINTER Template WHAT ARE OWNER/MANAGER’S EXPERIENCES? Market Analysis Experience in kitchen management Supported by advisors Past Performance

10. WINTER Template WHERE WILL WE OPERATE? Market Analysis Downtown Vancouver City of Vancouver Population of 600,000 and growing Culturally diverse Professional workers Home to corporations in various industries Geographical Market

11. WINTER Template WHO ARE OUR COMPETITORS? Market Analysis Competition

12. WINTER Template WHERE IS THE FUTURE GROWTH POTENTIAL? Market Analysis Downtown Vancouver working population other than our target individuals Other cities (franchising) Different target market I.e. School children I.e. Industrial site workers Opportunity

13. WINTER Template HOW BIG IS THE MARKET? Market Analysis Market Potential

14. WINTER Template HOW MUCH CAN WE REAP? Market Analysis Expected Market Share

15. WINTER Template HOW MUCH MONEY DO WE PLAN TO MAKE? Market Analysis Sales $1 million in the third year $2 million by the fifteenth year Profit Expects to turn a profit starting in the second year Sales and Profit Objectives

16. WINTER Template WHAT DOES OUR ENVIRONMENT LOOK LIKE? Market Analysis SWOT ANALYSIS Strengths Head chef (business idea, proficient in creative cooking, management experience, service-oriented) Unique target focus (lunch delivery to office workers only) Expected reputation for quality Product variety Excellence in customer service Continuing product innovation Familiarity with geographic area Connections with suppliers Excellent location (downtown) Weaknesses Lack of experience in delivery business Small market share Need for additional capital for initial operations Opportunities Availability of fresh ingredients (fish, vegetables, fruits) Cultural diversity in Vancouver Rising interest in natural products/ingredients Future expansion opportunities Increasing communication methods (internet) Increasing interest in time savings Threats Imitation of strategy by competitors Food safety Increased cost for being environmentally friendly Difficulty in finding and retaining employees with multiple skills and abilities (cooking, customer service, etc.)

17. Operations Plan WHERE ARE WE LOCATED? Core downtown Vancouver area Critical success factors LOCATION

18. Operations Plan WHAT ARE OUR OPERATING HOURS? Lunch time Weekdays only Cost minimization WHEN WE OPERATE

19. Operations Plan WHAT ARE OUR OPERATIONAL GOALS? Standardized lunch menu Efficiency of operations Cost management GOALS

20. Operations Plan HOW WILL WE OPERATE?

21. Operations Plan WHAT IS THE PRODUCTION PROCESS? Customer order process Food preparation before and after lunch Delivery PROCESS

22. Operations Plan WHAT ABOUT OUR QUALITY? Continuous feedback Food inspection before delivery Customer satisfaction surveys Suppliers and inventory STANDARDS

23. Operations Plan WHAT IS OUR STRATEGY AND CAPACITY? Initial capacity Future opportunities and demand Possible expansion alternatives Franchising Expansion of current location Additional locations Expansion of services PRODUCTION

24. Operations Plan WHAT ARE OUR EXPENSES? Product costing COSTS

25. Operations Plan WHAT ARE OUR EXPENSES? Operating expenses Lease negotiation Utilities Minimal waste Maintenance COSTS

26. Operations Plan WHAT ARE OUR EXPENSES? Capital expenses COSTS

27. Operations Plan WHAT ARE OUR EXPENSES? Working capital requirements WC REQUIREMENTS

28. Human Resources Plan

29. STRUCTURE HOW ARE WE STRUCTURED?

30. Human Resources Plan Head Chef Managing experience Kitchen / Culinary experience WHO DO WE NEED? KEY SKILLS Skills Proficient in all areas of catering business Service- and people-oriented Ability to anticipate current trends Drive to succeed Effective in high-stress environments

31. Human Resources Plan Souse chef Culinary school graduate Skills Passion to learn from experienced chef and start up company Market “Chefs are in demand” – Straight.com Will be attracted by flexible hours and learning ROLES WHAT ARE THE KEY ROLES?

32. Human Resources Plan Preparation and Delivery Staff Aspiring to work in the culinary industry Skills People-person and extremely friendly Market Good Culinary students need practical experience / apprenticeship position WHAT ARE THE KEY ROLES? ROLES

33. Human Resources Plan Job search websites Advertise for Sous Chef position ChefsEmployment.com National Association of Catering website RECRUITMENT HOW ARE WE GOING TO RECRUIT THEM?

34. Human Resources Plan Vancouver Sun and The Province newspapers Advertise for preparation staff positions Culinary schools in Vancouver Current students seeking part time positions Recommended graduates for Sous Chef position HOW ARE WE GOING TO RECRUIT THEM? RECRUITMENT

35. Human Resources Plan Seminars First year To refresh and reshape existing skills with cultural trends and cooking techniques Different seminars totalling $3,000 Subsequent years ($500/year) Update with new tips and ideas developed in the industry over the year Food safety courses TRAINING HOW ARE WE GOING TO TRAIN THEM?

36. Human Resources Plan On the job training Executive chef will train the sous chef in preparing, cooking, and presenting techniques Both chefs will assist train the preparation staff in preparing techniques and other administrative duties TRAINING HOW ARE WE GOING TO TRAIN THEM?

37. Human Resources Plan 2008, 2009 220,000/year 2010 250,000/year Next seven years 300,000/year Note: These are approximates WAGE COSTS WHAT CAN WE EXPECT FOR WAGE COSTS?

38. Human Resources Plan YearWages to Sales (%) 200837 200928 201024 201127 201222 201319 201419 201519 201619 201719 WAGE COSTS WHAT CAN WE EXPECT FOR WAGE COSTS?

39. All successful business are based on a good idea Financial Plan

40. Some our of key ratios: Gross and Net Profit Margin Labour expense as a % of sales Inventory Turnover FINANCIAL INDICATORS HOW HOW IS THE BUSINESS DOING?

41. Financial Plan What we’re asking for: Source of Financing Amount Debt$ 150,000 Equity$ 25,000 The Head Chef is contributing $75,000 of his own resources. OUR REQUEST WHAT WHAT WE NEED FROM YOU:

42. Financial Plan Expected Returns for our Investors: Long Term Debt will cost 8.5% annually and will be repaid at the end of the fifth year. Equity Investors will receive dividends of 50% of net income after year four. This creates a 47% external rate of return. FINANCIAL RETURN WHAT WHAT YOU CAN EXPECT:

43. Financial Plan This business is projected to return a $600,000 NPV The internal rate of return (IRR) is expected to be 90% FINANCIAL RETURN WHAT WHAT THIS MEANS TO YOU:

44. Financial Plan We identified three key success factors for Gourmet Goodness: 1.Number of Lunches Sold 2.Selling Price 3.Direct Cost of Ingredients KEY SUCCESS FACTORS WHAT WHAT MATTERS IN THIS BUSINESS?

45. Financial Plan SENSITIVITY ANALYSIS WHAT IF WHAT IF EXPECTIONS ARE NOT MET?

46. Gourmet Goodness Our business idea is to take our food which is… Healthy Delicious Ethnically Diverse To our target markets who are… Young Urban Working professionals And earn a reasonable return for our shareholders: NPV = $600,000 IRR = 90%

47. We will do this by minimizing our cost structure Hours of operation mimic our target customers Minimal initial capital investment Actively managing our cost per lunch Utilizing our staff for a variety of functions And maximizing our revenue potential Be a first mover in a large and growing market Aggressively market our service Create a buzz about the food and delivery Charge a premium for delivery service Gourmet Goodness

48. And in doing all of this, we will ensure that we are acting in a socially responsible way Using environmentally friendly food containers for delivery Provide healthy and nutritious choices for our customers Utilized the local suppliers for ingredients. We feel that this combination will yield business success. Gourmet Goodness