PrimaryThis project was done to illustrate an original

business proposal for a senior level class.

Tyler Scott

Description

• Uniquely artistic restaurant• Food with imaginative presentation• Art gallery-style interior design• Red, blue, & yellow color scheme• Motivational atmosphere

Primary provides a highly unique atmosphere to indulge in stylized dishes made with local ingredients & a chance to share the

experience on social media

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Mission & Vision

Mission

To be the best looking restaurant serving the best tasting food

Vision

To create the most unique food design of any other restaurant in the Midwest

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Location

• Des Moines, IA

• East Village– Traffic

– Competition

• Midsize location– Seated dining

– Coffee bar quick dining

– Group room

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Product & Service

• Unique & exciting breakfast & brunch dishes

• Motivational, quick, & polite service

• A cohesive & experiential atmosphere

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Aesthetic & Entertainment

Esthetic

• Artwork, napkins, cards

• Fresh artistic food plating

• All white business casual server uniforms with primary color accents

Entertainment

• Interactive social media presence

• News wall & hash tag display

• Advertise group room for business meetings

• Motivational cards with check

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Target Market

• Young college educated workers

• Men & women

• Ages 21-39 years old

• Making $40,000+/year

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Competition

• In home breakfast• Starbucks & Dunkin Donuts• Panera Bread Co• Village Inn & Perkins • Gateway Market• Tally’s Restaurant• Various independent cafes• Des Moines Farmers Market

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SWOT Analysis

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Strengths Weaknesses

Unique food platting Able to charge a premium Customer advertisement on social mediaLocation is get a lot of traffic

Large startup cost Skilled employees

Opportunities Threats

Target market seeks out experienceDes Moines is a busy placeRise in the “foodie” trend

Competitors are established with loyal customers

Startup Costs

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Renovations $50,000

Equipment 45,000

Legal 200

Down payment 4,000

Software 1,800

Chamber of Commerce 475

Office supplies 1,500

Online 200

Total $103,175

Cost Structure

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Food 35%

Employee 30%

Management 15%

Beverages 20%

Total 100%

Break Even Analysis

• Variable cost of food

• Variable order size

• Approximately 35 sales of $18/day

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Goals

1. 500 social media followers within the first nine months (follower count)

2. Recognized as iconic within two years (mentioned as such by a credible & public source)

3. Cater to 50 businesses in twelve months (catering orders)

4. Most pictured restaurant in Des Moines (social media analysis data)

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I AM TYLER SCOTT

@iamtylerscott

Iamtylerscott.com

linkedin.com/in/iamtylerscott

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