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Eva TanPresidentAge: 20

EE

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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.

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Business Profile Type of Business

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

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Qualifications

I am qualified to run this business because:

Associates Degree-Business Management

Assistant Director-Campus Dining Services at OSU

Certified Personal Chef (CPC)

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Market Analysis

Industry Name

Personal Chef Industry/Special Food Services

Industry Size $31,130,659,000

• 25% of Target Market purchase food outside four times/week.

• Willing to purchase Eva’s Edibles healthy meals.

• Men and women• In business or medical

field• Average Household

Income: $50,000

Columbus, OH•Households with two or more people

Potential Market Size

Target Market

Total Population

301, 800

27,690

110,760

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Consumer Profile By Location

Greater Columbus, OH area By Population

Professionals 25-45 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), spend 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.

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Competitive Advantage

Your Business

At-home Chef

Franchise RestaurantFactors

Very Good

Healthy

Quality of Product/Service

Price

Location

Brand/Reputation

Unique Knowledge

Not Good– service/not healthy

Custom meals—Very Good

$300-$500 $50-$70 $325

Knows clientele

Fast turn around, franchise model

Certified USPCA/local suppliers

Columbus, OH

Columbus, OH

Columbus, OH

Well-Established

Well-known, but not good

New to market

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Marketing Plan

$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

Busy people who value free time and good, home -cooked food

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Marketing PlanPurchase Retention

•Free samples, gift baskets, discounts at local events, for example, Earth Day, fairs, malls

•Company website•Listing on www.hireachef.com

•Brochures at local stores

•Presentation at Wire Whisk

•Free snacks and desserts after purchasing 3 meal plans

Long Term ( 6 months-1 year)

Current & Short Term (1 month-6 months)

Awareness

Referrals from customers Additional discounts and coupons in local papers

Offer 10% discount for new client referrals

$50.00 $50.00 $45.83Monthlycost byphase:

Awareness Purchase Retention

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Cost of Materials/Direct Labor

Definition of One UnitCost 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 $150.00

Material Description Cost/Total Quantity Cost Per Unit ($)

Groceries Local market/custom $100

Total Material Cost per Unit $100

Total Other Variable Costs Per Unit (Gas) $4

Cost of Sales Per Unit (labor + material + vc)

$254.00

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Economics of One Unit

Definition of One Unit5-dinner plan (1 day of cooking)

Selling Price per Unit $325

Direct Labor per Unit $150

Materials per Unit $100

Total COGS per Unit $250Total Other Variable Costs per Unit

(Gas)$4

Total Cost of Sales $254

Contribution Margin $71

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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

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Time Management Plan

Column1

Business70 Hours

Free time98 hours

Business Schedule for a Typical Week

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Monthly Sales Projections

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J an Feb Mar Apr May J une J uly Aug Sept Oct Nov Dec

Uni

ts S

old

Total Units

Monthly Full

Capacity

Monthly Break-Even

Units

7 days

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Projected Yearly Income Statement

Selling Price per Unit $325

# of Units Sold 252

Total Sales $81,900

Total COGS $63,000

Other Variable Costs $1,008

Total Variable Costs $64,008

Gross Profit $17,892

Yearly Fixed Costs $5,842

Other Costs/Unforeseen $0

Total Fixed Costs $5,842

Profit before Taxes $12,050

Less Estimated Taxes @15% $1,808

Net Profit $10,242

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ItemWhere will I buy

this?Cost of Item

Cooking Tools The Wire Whisk $2,500

Marketing Materials/website

Kinko's and Online Vendors

$1,039.51

CASH RESERVE covering 3 months of fixed expenses

$1,460.49

Estimated TOTAL START-UP INVESTMENT $ 5,000

Start-Up Investment

50 hours $500 $100/hourx =

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Return

…on Sales

…on Investment204.84%

Annual Net Profit

Start-Up Invest.

$10,242

$5,000= $2.04

(dollar equivalent)

12.51%

Annual Net Profit

Total Sales

$10,242

$81,900=

$0.13(dollar equivalent)

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Financing Strategy for Total Start-up Investment

Source Amount Debt Equity Gift

Eva’s Personal Savings

$5,000 X

Totals: $ 5,000

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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 healthy eating options.

Contribute 1% of yearly net profit to local food bank after three years of operation.

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Business & Educational Goals

Build a strong customer base in Year 1 to ensure returning customers.

Strengthen relationship with local grocers and farmers to reduce costs and obtain better produce.

USPCA course on growing personal chef business

Learn from colleagues from USPCA

Business Personal

• Increase market penetration by leasing/buying commercial kitchen

• Deliver meals to customers

Sh

ort

Term

Lon

g T

erm May sell the business or

franchise Develop skills as a

personal chef to potentially start a healthy food restaurant.

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Eat healthy, Eat happy