Tonight s agenda
Download
1 / 36

- PowerPoint PPT Presentation


  • 124 Views
  • Uploaded on

Tonight’s Agenda. Overview Marketing and Sales - Amber Long Development - Lindsay Strodl Operations - David Wein Financials - Jillian Doman. About Sweet Basil. Sweet Basil provides high quality Italian take-out meals Meals are fully prepared but not cooked

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '' - giorgio


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Tonight s agenda
Tonight’s Agenda

  • Overview

  • Marketing and Sales - Amber Long

  • Development - Lindsay Strodl

  • Operations - David Wein

  • Financials - Jillian Doman


About sweet basil
About Sweet Basil

  • Sweet Basil provides high quality Italian take-out meals

  • Meals are fully prepared but not cooked

  • Meals provide fresh out-of-the-oven taste and quality with a minimum of effort

  • “The Sweet Basil Experience”


Marketing and sales overview
Marketing and Sales Overview

  • Home Meal Replacement Industry

  • Sweet Basil’s Target Market

  • Boulder Demographics

  • Potential Competitors

  • Marketing Strategy

  • Test Marketing Results

  • Promotion and Advertising


Home meal replacement industry
Home Meal Replacement Industry

  • “Home Meal Replacement means total meal solutions, the kind of wholesome, nutritious food people would cook for themselves if they only had the time”

    • Restaurant Business August 1, 1997

  • Fastest growing segment of food service industry

  • Projected sales for 1997 $80-$100 billion


Trends driving growth
Trends Driving Growth

  • Two trends

    • Consumer Time Poverty

    • Quest for a Nostalgic Dinner


Target market
Target Market

  • DINKS- Double Income No Kids

  • Families

  • Single Young People


Boulder demographics
Boulder Demographics

  • 63% of the Boulder population fits into one of our target markets


Competition
Competition

  • Specialty Stores

  • Supermarkets

  • Restaurants

  • Fast Food Restaurants

  • Compete on the basis of Quality and Convenience


Marketing strategy
Marketing Strategy

  • Build name recognition and equity

  • Obtain and maintain customer loyalty

  • Compete aggressively with other HMR alternatives

  • Utilize word of mouth advertising positively


Test marketing
Test Marketing

  • 50 Interviews

  • 75% interested in a Sweet Basil type store

  • 40% take out food on a weekly basis

  • Spend an average of $20 a week on take-out


Promotions and advertising
Promotions and Advertising

  • Test Marketing

  • Sampling

  • Newspapers

  • Donations

  • Flyers


Development overview
Development Overview

  • Overview

  • Schedule

  • Critical Areas of Development


Schedule
Schedule

  • Phase 1: Current Development (1 month)

  • Phase 2: Preparation (3 months)

  • Phase 3: Finalizing (1 month)

  • Phase 4: Opening and growth

  • Phase 5: Expansion


Phase 1 current development
Phase 1: Current Development

  • Secure location and lease

  • Obtain Boulder demographics

  • Survey potential customers

  • Develop marketing plan

  • Identify costs to open

  • Hire Attorney and Architect

  • Menu Development

  • File Articles of Incorporation


Phase 2 preparation
Phase 2: Preparation

  • Store remodeling and renovation

  • Identify and purchase equipment

  • Implement marketing plan

  • Identify and contract with suppliers


Phase 3 finalizing
Phase 3: Finalizing

  • Obtain permits and licenses

  • Finalize menu design

  • Install and test equipment

  • Building Inspection

  • Private opening

  • Public opening


Phase 4 opening and growth
Phase 4: Opening and Growth

  • Build customer base

  • Track and understand customer buying habits

  • Establish Sweet Basil as HMR alternative


Phase 5 expansion
Phase 5: Expansion

  • Delivery

  • Catering

  • Second Location


Critical areas of development
Critical Areas of Development

  • Facility and Lease

  • Permits and Licenses

  • Menu Development

  • Remodeling and Renovation

  • Equipment

  • Attorney Services

  • Insurance

  • Marketing Plan


Operations overview
Operations Overview

  • Management and Employees

  • Customer Service

  • Purchasing and Inventory

  • Point-of-Sale System


Management and employees
Management and Employees

  • Staff of six

    • four owner-managers

    • two additional employees

  • Training / Responsibility

    • four owner-managers share training and responsibility

    • two employees skilled beyond the register


Management and employees con t
Management and Employees (con’t)

  • Profit Sharing

    • two employees each receive 5% of operating income as an incentive

    • builds commitment to Sweet Basil

  • Dividends

    • four owner-operators each receive 22.5% of net income as a dividend

    • this leaves 10% for reinvestment in Sweet Basil


Customer service
Customer Service

  • Hours of Operation

    • 11:30 a.m. to 9:30 p.m.

    • 7 days a week

  • Full and Self Service

  • Actively seek customer feedback and input


Purchasing and inventory
Purchasing and Inventory

  • Just-In-Time system

  • Five basic categories

    • meats and poultry - 4 times / week

    • vegetables - 4 times / week

    • dairy - 3 times / week

    • non-perishables - once / month (as needed)

    • packaging - twice / month (as needed)


Point of sale system
Point-Of-Sale System

  • Integrates operations

  • Tracks sales, buying patterns, inventory

  • Greatly reduces paper work / bookkeeping

  • Components

    • two cash register systems

    • one kitchen system

    • one server in office


Financial overview
Financial Overview

  • Pre-Opening Expenses

  • Monthly Expenses

  • Month One Sales Projection and Growth

  • Projected Profitability

  • Projected Cash Flows

  • Monthly Breakeven Analysis


Pre opening expenses
Pre-Opening Expenses

  • Total pre-opening expenses= $49,348

  • Assets expensed when purchased

  • Total assets= $27,200

    • Kitchen Equipment and Supplies= $6,800

    • Office Equipment and POS system= $10,400

    • FOH Equipment and Outdoor sign= $10,000


Monthly expenses
Monthly Expenses

  • Owners’ Salaries $8,660

  • Assistants’ Salaries $2,598

  • Store Lease $3,844

  • Utilities $588

  • Office Supplies $100

  • Repairs and Maintenance $300

  • Miscellaneous $150

    Total Expenses $16,240


Month one sales projections
Month One Sales Projections

  • Estimated average ticket price $12

  • Expect 40 customers per day

  • Revenues = $14,148

  • Average Cost of Goods Sold = 34.4%

  • Cost of Goods Sold = $4,867

  • Gross Profit = $9,281

  • Average of $480 per day


Growth rates
Growth Rates

  • 50% in July - total sales = $21,222

  • 50% in August - total sales = $31,834

  • 7% in September - December

  • 10% Quarterly in 1999 & 2000

  • 10% Annually in 2001 & 2002

  • Over $1 million in sales at end of 2002