hen house brands, inc. neil friedman, managing partner may 2013 a launch proposal retail supermarket...
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Hen House Brands, Inc.Neil Friedman, Managing Partner
May 2013
A Launch ProposalRetail SupermarketClub StoresConvenience StoresSchool FoodserviceHotelsHealth Food StoresHealthcare DiningVending
Executive Summary 1
Management:
President & CEO- Neil A. Friedman
VP Materials /Production Operations- Moses Nuestadt
VP Sales & Marketing- Michael Hersh
VP Product Development- Joshua Cooper
CFO- Jill R. Friedman
Industry: Food-Retail / Foodservice
Number of Employees: 6
Bank: Wells Fargo, Bordentown, NJ
Future Auditor: Pisauro & Levy, Ewing, NJ
Law Firm(s): Capehart & Scatchard, Moorestown, NJ
Amount of Financing Sought:
$500,000.00
Current Investors:
Neil Friedman, Harvest Grove, Inc 50% Shareholder- $20,000.00
Moses Neustadt/ Judy Steisel 50% Shareholder - $20,000.00 Use of Funds:Product development, plant modifications (Egg Low Farms) packaging, production, trade show presentations, marketing/sales materials, distribution, acquisition of key employees.
Phone: 609-291-0388 Fax: 609-298-5461
Email: [email protected]
Website: www.henhousebrandsinc.com
Business Description: Hen House Brands, Inc. was created to address the ever growing need/trend of convenient, cost effective and nutritionally sound breakfast items covering all food industry segments.
Company Background: The company itself is operated through Harvest Grove Sales, Marketing and Product Development. Established in 1997, HGI represents current market products and builds product concepts specifically focused for manufacturers target demographic. Additionally HGI is the frontline sales arm for Hen House Brands, Inc.
Products/Services: Our products, Pre-cooked Scrambled Eggs, Egg Whites, Hard Cooked Eggs become unique when presented in targeted portioned controlled packaging. This widely increases menu options, reduces waste and labor costs. No other company is offering this concept to the market place.
Technologies/Special Know-How: Although the basic product we process is not uncommon, our recipes, operational temperature guidelines, pack size/type options and proposed applications qualify for protection under patent law.
Markets: Major target markets are School Foodservice, Hospitality, Health & Fitness and Retail Supermarkets to include Convenience Stores and Drug Chains. Each market carries substantial revenue. See below
Distribution Channels: Sysco Foodservices, US Foods, Gordon Foodservice, McClain, Sigma, Dot Foods
Financial Projections (Not audited):
2013 2014 2015 2016 2017
Revenue: 5 Mil 15 Mil 25 Mil 30 Mil 35 Mil
Executive Summary 2
The Product Description #1
Pre-Cooked Scrambled EggsPre-Cooked Scrambled Egg Whites
Just Heat & Serve In Its Own Temperature Safe BagMultiple Versions and Sizes
100% Real EggsAll Natural Ingredients
USDA & FDA ApprovedKosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Breakfast Entrée”
The Product Description #2
Hard Cooked Whole Egg BlocksHard Cooked Egg White Blocks
Ready To Eat or Use As Component IngredientMultiple Versions and Sizes
100% Real EggsAll Natural Ingredients
USDA & FDA ApprovedKosher OU Pareve
No Shells * No Cracking * No Cooking
Designed As “The Most Convenient Lunch Entrée”
Technology
Our process was developed 12 years ago by our co-packer in upstate NY.We start with an excellent recipe. Then we utilize a combination of steam cooking, product folding & separating along with precise cooling procedures to guarantee perfect texture and flavor.
Citric Acid is added to the mixture to achieve a 12 week refrigerated shelf life after production. This allows plenty of time for distribution delivery to stores and still have more shelf life than fresh whole eggs.– We do not overly spice or flavor so our finished product is more user
friendly. Consumers can add their own favorites. Standards- We are a USDA inspected plant with strict HACCP policies in
force. Additionally our product is subject to microbiological testing weekly.
http://www.fsis.usda.gov/PDF/Egg_Products_and_Food_Safety.pdf
Why Would Anyone Buy This?
1. Fills A Need- Scrambled Whole Eggs and Egg Whites are a staple American meal. 60% of all store bought fresh eggs are cracked & scrambled for breakfast consumption.
2. Convenient- All surveys point to convenience as the #1 reason a consumer would purchase these products. Whether it is bought in a convenience store for “On The Run” or served at home for family breakfast, Heat & Serve makes these product s # 1 for ease of use and quality. Within Healthcare, the sanitary issue is resolved.
3. Price- Consumers know that time & effort have important value.This product is equal in price to the competitors uncooked liquid product and also has far more variety options.
4. Schools -Can now serve portion controlled products meeting the USDA protein regulations.
5. Hotels -Are looking for new, unique and cost effective products for guest feeding.
Seems like a perfect recipe for success
Competitive AnalysisCompetitors
Aside from fresh shell eggs, Michael Foods & Sunny Fresh sell currently in the “Egg” category with pint & quart size liquid egg whites and Egg Beaters®. Although they both manufacture Pre-Cooked Scrambled Eggs for foodservice, both are frozen and neither has presented in our format to any segment.
Strengths- Innovative product packaging and focused industry placement will make
us the only brand of its kind in the marketplace. In side by side taste tests, Hen House Brands has been chosen superior to the other companies. Quality will always create the repeat sale. See our award on next page.
WeaknessesOur competitors both have national distribution. Should they choose to
follow our lead they would have an strong advantage. We would have to be driven into distribution by a major retail and foodservice player early on.
FOR MORE INFO... www.michaelfoods.com www.sunnyfresh.com
Project Goals
Ultimate Goal Of Project:
To present this product to the retail, foodservice, hospitality, healthcare food industry nationally and procure renewable purchase orders
Relationship To Other Projects:
This is a natural extension of the success achieved selling these products into multiple foodservice applications over the last 5 years.
High-Level Timing Goals:
The food industry’s premier trade shows are approaching. These events will, in one setting, dictate the future course of the company.
Go To Market- A / B / C School Foodservice
Present to NYC, Philadelphia, Boston, Chicago, Los Angeles, Clark County
Hotel / Motel ProgramsMarriott (All Banners), Choice Hotels (All Banners), Sheraton (All Banners)Hilton (All Banners)
Convenience Stores7-11 Commissary, Wawa, Sheetz, HessMart, Cumberland Farms, Mobil
Supermarket ChainsFull market attack. Call on all of the top 10 national super companies and the top 20 chains
Health & Fitness National fitness chains, health food store chains, major healthcare groups
Club Store WarehousesFocus on BJ’s, Restaurant Depot, Costco East
Drug Chains w/ FoodWalgreens, CVS, RiteAid, Duane Reade, Longs, Browns
Multiple Packaging Options
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Health & Fitness
Egg Whites Continue To Carry The Highest Health Benefit Of All Market Proteins
*Omega 3 Fatty Acids are essential for health & wellness*Healthcare facilities are increasing patient Egg White intake*Body Builders thrive on Egg White products and will gravitate to the Hard Cooked 16 0z Egg White blocks.
Private label brand opportunities are available for all HH products
Retail, Foodservice, Healthcare, Fitness
Hotel BreakfastSchool Breakfast
Healthcare Meals2 oz & 3.5 oz Heat & Serve Packets
Nutritional InformationBasic 2 oz Servings
Scrambled Scrambled Added Whites Diced Eggs
Team ResourcesNeil Friedman, General Partner / Retail-Foodservice Sales30 year veteran of the food industry with a history in private restaurant ownership, chain restaurant, chain hotels, hospitality equipment & supply, food manufacturing ownership, product development for retail and food service. Currently President & CEO of Harvest Grove, Inc.- a food sales & marketing company servicing Retail, General Foodservice, Club Stores, Convenience Stores, Drug Chains, Military & Correctional Facilities, School Foodservice and Vending.
Moses Neustadt, General Partner / Commercial Sales40 years history of family egg business. Purchasing, production, packaging, sales of liquid and frozen whole eggs, egg whites and hard cooked eggs. Currently Senior Vice President & National Sales Manager of Newburgh Egg, Woodridge, NY
Joshua Cooper, Product Development Technologist / Sales20+ years experience with a focus on blending classic culinary training with solid core food science principles. Multiple years as designer of innovative prepared food design and menu development. Management and behind-the-line in fine dining establishments. Trained under European chefs. Director of Research and Development for a private label manufacturer with a focus on All Natural,
Organic and clean label product lines for national-based accounts. Working experience on hot fill shelf stable product lines in regards to retail markets. Extensive knowledge with cook/chill operations for food service applications. Involved in creating bench-top prototypes for full-scale production in manufacturing facilities
nationwide. Strong emphasis on development of products for retail grocery, food service, national restaurant
chain accounts, club stores and institutional-based customer lines. Created multiple variations of ethnic and healthy items ranging from soups, snacks, bakery items and
entrees for the fresh and frozen markets. Active and contributing member of the Research Chef’s Association, IFT Refrigerated Foods Division,
and American Culinary Federation- Northeast Chapter, NASF, NEIFT and PLMA.
Zero Lease/Film Program
PRICE QUOTATION
Date: August 25, 2010
Customer: Harvest Grove
Cryovac Salesperson: Rick Copeland
Quote Offered By: Dorothy Sullivan
$/000 IMPRESSIONS
Sales Type Size Description 115M 175M 350M 700M 1.5MM 2MM 3MMFS7035T 190MM X 150MM, 1 AC 4 PP $ 53.05 $ 46.78 $ 40.51 $ 37.95 $ 36.17 $ 35.32 $ 35.01
FS7035T 190MM X 150MM, 1 AC 6 PP $ 63.19 $ 54.29 $ 45.08 $ 41.59 $ 38.96 $ 37.80 $ 37.18
$ 0.063 $ 0.054 $ 0.045 $ 0.042 $ 0.039 $ 0.038 $ 0.037
3,174,603 3,703,703 4,444,444 4,761,905 5,128,205 5,263,158 5,405,405
# of impressions per $200.000 required purchase per year.
This program is designed to relieve users of the major cost of the packaging equipment by providing a “0” lease based upon film
purchases of $ 200,000 or more annually. 5,405,405 film units would equate to the minimum annual requirement.
The chart below indicates a maximum cost per film unit of $ 0.063 And a reduced cost of $ 0.037 based upon 3 million units
Vertical Form Fill Seal System SpecsClick Here For Printable Copy
Vertical Form Fill Seal CostClick Here For Printable Copy
Cost From Barn To Table
Additional Visuals
Hardcooked Whole Egg Block
Hardcooked Egg White Block
Steps To Launch
Secure FundingExecute Needed Product ModificationsShow Related Activities
• Contract Cryo-vac For Sample Production• Purchase Prototype Bag Labels• Purchase Prototype Master Cases• Create & Print POS Materials• Create & Forward Promotions To Attract Major Buyers.
Unexpected Delays or Issues:None
Link
The national school nutrition show (SNA) is the launch pad for all new breakfast, lunch & snack items for the coming year. Foodservice directors (3000) from all over the US, Canada, South America, Puerto Rico, Europe and Asia attend.
Our products have been specifically designed to meet every criteria required to be approved worldwide. Additionally, we have the flexibility to private label for both branding and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2013-2014 school years.
Link
The International Hotel Motel Show (ihmrs) is the only annual show attracting a worldwide audience. 18,000 attendees make this show a major targeted venue for Hen House. Both small and large hospitality systems will benefit from our line.
Our products have been specifically designed to meet every criteria required to be approved worldwide. Additionally, we have the flexibility to private label for both branding and lingual adaptations.
Based upon availability this venue will require funding of $ 10,000.00 to secure:10 x 10 Booth, Electric, Carpet, Tables, Signage, Sample Production, Labeling, Pre-Show Marketing, Travel (4), Lodging (4)
Expectations are sales upwards of $ 5 million dollars for 2014.
Limited Offering
The current shareholders of Hen House Brands, Inc are seeking an investor who can provide sufficient working capital as to enable the company to move into launch
mode and then beyond by maintaining operational status.
In exchange for $ 500,000.00 (Five Hundred Thousand Dollars) in open, unrestricted funding, the current shareholders are prepared to dilute their combined equity by
50% and create an equal partnership with the investor.
ROI would be solely based upon corporate profits and sales commissions
As 50/50 owners of this emerging company, it is expected that all parties will fulfill their obligations with the expertise of their respective fields with the only goal
being the rapid growth of Hen House Brands, Inc.
Thank you for your time and consideration
