Eva’s Edibles1. Eva cooks it• Consult, customize,
and cook
2. You heat it up• 15 mins in the
oven, that’s it!
3. Enjoy!• ‘Nuff said…
Business ModelValue Added
• Time saved• Money saved• Customized, gourmet
meals 5 nights a week!
Economics of One Unit
Selling Price $325.00
Cost of materials $100.00
Cost of labor 150.00
Other variable costs 4.00
Total COGS/ COSS $254.00
Contribution Margin $71.00
Definition of One Unit
Cooking 5 dinners for a client
Monthly Break Even Units$493.00
= 6.94 ≈ 7 units$71.00
Market Analysis
Description of Target ConsumerDemographics Geographics
Professional couples and families with household incomes of over $50,000
Greater Columbus, Ohio, area
Psychographics Buying Patterns
• Desires healthy food• Hardworking, dual-income
households with hectic lives• Would like to spend more
time at home• Doesn’t have time or energy
to cook and clean regularly
• Eats out 4 or more nights per week
• Would like to reduce the cost of eating out
Total population of targeted geographic area
Population of target market
301,800
110,760
Market size(based on
survey)
27,690
Target Market Size
Market Statistics
Industry Name: Personal Chef Service Annual Industry Sales: $32,000,000
Marketing and Sales
1. Company Website
2. USPCA Referral Website
3. In-Store Promotions
4. Promotions at Local Events
5. Loyalty Benefits
Competition
Direct• 15 personal chefs
in Columbus area
Indirect• Established
restaurants (dine in & fast food)
Why Eva’s Edibles?1. Customized menu2. Health conscious3. Certified by USPCA4. Competitive pricing
Qualifications
• Associate’s Degree in Business Management
• Assistant to the Director of Campus Dining Services, OSU
• Founder, Eva’s Entertainment Services
• Certified Personal Chef (CPC) by the U.S. Personal Chef Association
Projections
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec151617181920212223
Units Sold
Gross Revenue$81,900
Total Units252
Net Profit$10,180
Investment OpportunityMaterials needed Cost
Victorinox Swiss Army Cutlery Set (8 piece) $618.00Anolon Nouvelle Copper Hard Anodized 10-Piece Cookware Set 450.00Misc cooking equipment 305.00Spices, oils, etc. 100.00Wheeled cart 269.00
Total Startup Expenditures $1,742.00
Emergency Fund 871.00Reserve for Fixed Expenses 1,479.00
Total Startup Investment $4,092.00
$10,180
$4,092 = 249% ROI$10,180
$81,900= 12.4% ROS