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The Del Costa Company

The Del Costa Company. Start-Up Plan April 2002. General Discussion Topics. Company Mission & Name Organization Compensation 5 Year Plan Sales Plan The Customers The Competitor(s) Next Steps. Mission Statement(s).

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The Del Costa Company

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  1. The Del Costa Company Start-Up Plan April 2002

  2. General Discussion Topics • Company Mission & Name • Organization • Compensation • 5 Year Plan • Sales Plan • The Customers • The Competitor(s) • Next Steps

  3. Mission Statement(s) [1] Supply the best and newest technology to all Immediate Consumption outlets who purchase Dispensable Cheese products. [2] Be the preferred supplier of Cheese dispensing machines in all Immediate Consumption outlets. [3] Provide the highest quality Nacho Cheese and Dispensing products to all Immediate Consumption outlets. [4] Supply superior products to Immediate Consumption outlets that take advantage of new technology, while building sustainable customer relationships with brokers, distributors and retailers.

  4. Objective of Name Identify with Product Stands Out with Logo Simple and Understandable Marketable Apply to all Products Sold Universal to all Customers and Geographies Name Idea’s Del Costa – The Coast NACHESCO – Sounds like “Nacho’s” and Short for National Cheese Company NACREMCO – National Cream Company Mercury Cheese – “Hot” Cheese Jipatech – First 2 initials of first names from the ownership group. Gordon’s Cheese – La Imperial Cheese Co. - Company Name…

  5. Organization Chart

  6. National Retail Sales Organization TBD – Northeast Broker TBD – Southeast Broker

  7. CSN Broker Team (West) All Offices  (888) 387-8592 Bachand, Curt - President & CEO x250Benson, Chuck - Account Executive, Arizona x256Bradford, Jason - Account Executive, Portland x254Brandon, Nora - Internal Operations Manager x205Brothers, Linda - Order Systems Technician x201Duncan, John - Executive Vice President x204Englund, Karl - Account Executive, Dallas x261Hernandez, Ruben - Director of Sales, Southwest x259Kelley, Brenda - Account Executive, Southeast x264Lunetta, Andy - Director of Sales, Southern California x206Michaut, Betty - Account Executive, Utah x257Moloney, John - Director of Sales, Northwest x252Moloney, Leslie - Account Executive, Portland x253Partain, Julie - Account Executive, Rocky Mountains x262Putnam, Tom - Account Executive, Southern California x207Reph, Kristin - Account Executive, Houston x263Rivas-Garcia, Rosa - Corporate Sales Staff Support x208Schultz, Christie - Accounting Clerk x255Sertzel, Paul - Director of Sales, Northern California x251Stone, Gwenn - Account Executive, Northwest x258Theriault, Yves - Director of Business Development x203Vaughn, Karyn - Corporate Controller & CFO x255Zekan, Mark - Account Executive, Southern California x202

  8. Broker Sales Plan (overview)- Retail Sales Program - • Pinnacle Machine Program • Sell and Lease Plans • Distributor Network • Retail Chains Direct Sales • $50 Total Allowance Per Machine (Sales & Marketing) • Cheese Program • Set up Cheese SKU’s (2+) • Broker Commission (Negotiable: 2-4% of sales)

  9. Retailer Sales Plan (overview)- Retail Sales Program - • Pinnacle Cheese Machine Program • 2 Cases Free (3 bags of Cheese each) • Owner Sign-Up Forms/Info Sheets • POS Kit: Price Sign, Ceiling Dangler, Wire Chip Racks… • New Purchase Mailer: Thank You Note – How to order Instruction Sheet (Buy 3 get 1 Free Coupon) • 6 Month Mailer: Ownership Survey – New Product Information • 12 Month Mailer: New Features & Products (Buy 3 Get 1 Free Coupon) • Annual Rebate Program (Year 2+) • Must Purchase a minimum of 2 cases per month • Coupon For 1 Free Case of Cheese

  10. 5 Year “Simplified” Plan… • Year 1: Organize Company and Broker Network • Grow Account Base to 10,000 locations (West U.S.) • Year 2: Expand Product Offering • Multiple Units: Cheese, Chili, Salsa • Grow Account Base to 20,000 locations (National) • Year 3: Introduce New Products • Launch “Project Iceland” Ice Cream Machine • Expand Account Base to 35,000 locations • Year 4: International Expansion • Expand Account Base to 50,000 locations • Year 5: Market Company to Investors [$15-30 Million]

  11. The Customers • Retail Sales • Convenience Stores • All Outlets Supplied by C&T Distributors • All Retail Store outlets (Including Club) • Gehl’s Customer List (on file) • Food Service Sales • All Outlets supplied by Food Service Distributors • Schools, Theme Parks, Fairs, Stadiums, etc…

  12. The Competition Gehl’s Guernsey Farms Located in Germantown, Wisconsin See web page at www.gehls.com

  13. MENU ITEM SUGGESTEDSELLING PRICE ESTIMATEDFOOD COST PROFITMARGIN Nachos $1.19-1.99 46-73¢ ** 61-77% Nachos with Chili $1.39-2.39 53-80¢ ** 62-78% Chili CheeseBaked Potato $1.69-2.29 43¢ 75-81% Chili-Cheese Dog $1.19-1.59 47¢ 61-70% Cheddar Fries $1.29-2.09 36¢ 72-83% Soft Pretzelwith Cheese $1.29-1.69 50¢ 61-70% Pretzel Stickswith Cheese $1.29-1.69 34¢ 74-80% Gehl’s Pricing Strategy

  14. Gehl’s Sales Strategy • All Gehl's dispensers are placed through a low-cost lease program, which gets you started for just $200-250 (with no additional lease payments)! In return, you agree to care for the dispenser and use it only with Gehl's sauces. • You can earn back your lease fee quickly, because Gehl's includes two free cases of cheese or chili sauce with each dispenser -- enough for 370 servings of nachos! • Gehl’s does not sell the Hot Top2 dispenser.

  15. Gehl’s Cheese Sauce Strategy Sauce prices are set independently by our distributors, and can vary based on your location and the level of distributor service. Typical delivered prices are around 7-8¢ per ounce. Check with several distributors in your area to find the pricing and level of service that’s right for you. (The distributor locator on this web site can help.)

  16. Gehl’s Chip Merchandising Strategy Leasing a Gehl’s dispenser does not bind you to any brand of chips. If you choose Gehl’s delicious portion-packed Tortilla Chips, however, Gehl’s will provide a free chip rack and chip trays.

  17. Next Steps • Salary Negotiations & Payment Processes • Employment Contracts & Start Dates • Develop Sales/Business Plan – Mission & Focus • Company Name & Logo • Legal Filings – Establish Company • Company Address/Location • Financials > Income Management • Product Delivery Systems • Web Page Development • Broker Contract Negotiations

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