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Eva's Edibles A Personal Chef Service. Eva Tan Age: 20. Mission Statement. Mission Statement Eva’s Edibles, a personal chef service, will provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchens . Opportunity

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Presentation Transcript
mission statement
Mission Statement
  • Mission Statement
    • Eva’s Edibles, a personal chef service, will provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchens.
    • Opportunity
    • Columbus has a growing population of professionals who have busy lifestyles, but want healthy—yet affordable—dinner options.
business profile
Business Profile

Type of Business

  • Eva’s Edibles is a service business cooking meals for customers in the customers’ own kitchens.
  • Legal Structure
  • Eva’s Edibles is a Limited Liability Company (LLC). I chose this status to protect my personal assets and give the company some added tax benefits.

I’m qualified to run this business because:

I am a Certified Personal Chef, a certification offered by the U.S. Personal Chef Association (USPCA).

I ran an event-planning business for four years.

I have an associate’s degree in Business Management and was Assistant to the Director of Campus Dining Services at Ohio State University.


Market Analysis

Total Population


Target Market


Potential Market


target market segment
Target Market Segment
  • Geographics
    • Greater Columbus, Ohio, area
  • Psychographics
    • Desires healthy food, often dual-income households living hectic lives, hard working, would like to spend more time at home without increasing time in the kitchen cooking and cleaning up
    • Buying Patterns
    • Eats out often (4 times a week) but would like to reduce the cost of eating out
  • Demographics
    • Professional couples and families, with household incomes of over $50,000
competitive advantage
Competitive Advantage









$325/5 dinners

$400/5 dinners

$500/5 dinners

Custom meals, healthy

Meals from chef’s plan, not focused on health

Meals from chef’s plan, healthy

Quality of







New to market

Known, but not good reputation

Well established, good reputation

Unique Factors/


Certified Personal Chef, event planning

Focuses on “kid friendly” meals

Certified Personal Chef, knows customers

marketing mix
Marketing Mix

Customers in the greater Columbus, OH area

Website, USPCA referrals, in-store promotions, providing samples at local events, customer retention program

Appeals to busy professional who value free time and healthy, home-cooked meals

I will purchase groceries, cook 5 dinners in the customer’s kitchen, store the meals in their freezer, and clean up

$325 for 5 full, healthy dinners is competitive, but affordable when compared to eating out or ordering in

promotional mix
Promotional Mix

Promotional Expense





Brochure, cards, postage, Website development



Press releases, postage

Personal Selling

Contacting past customers of event-planning, OSU contacts, follow up mail-back cards from brochure

Sales Promotion

Purchasers of three 5-dinner meal plans receive free snacks and desserts


Customers referring other customers receive 10% for 3 meal plans

Total Monthly Promotional Expense


economics of one unit
Economics of One Unit

Description of One Unit of Sale:

5-Dinner Plan (1 Day of Cooking)

average monthly fixed expenses
Average Monthly Fixed Expenses

* Numbers are rounded to the nearest dollar throughout.

monthly break even units
Monthly Break-Even Units





In an average month, the company will begin to make a profit after selling units.



Start-Up Investment

Total Start-Up Investment


ros roi





X 100 =13% ROS

X 100 =13% ROS




X 100 =205% ROI


financing strategy
Financing Strategy

Total Start-Up Investment


business responsibility philanthropy
Business Responsibility& Philanthropy
  • Business Responsibility
    • Use natural, organic, locally grown ingredients
    • Use “green” practices
    • Choose vendors who are environmentally and socially responsible
  • Philanthropy
    • Provide internships for culinary students in the community
    • Speak to elementary students about healthy eating
    • Contribute 1% of yearly net profit to local food bank after three years of operation
business personal goals
Business & Personal Goals



  • Build a strong customer base to ensure returning customers
  • Strengthen relationship with local grocers and farmers to reduce costs and offer better produce
  • Take a USPC course on growing a personal chef business
  • Use the services of the USPC more, including local meetings to meet colleagues


  • Lease or buy a commercial kitchen to serve more clients by delivering meals to customers
  • Establish a relationship with the local community college in order to find graduating culinary students as possible employees
  • I have no plans to leave the business in the foreseeable future
  • Investigate the possibility that in the future the business could be franchised in other cities


let us be your personal chef
Let us be your personal chef!Eva'sEdibles

Thank you for

your consideration.