Professional Documents
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ashington D"# !e can loosely be described as a $uick%service restaurant where customers sit around a bar and watch their desserts being made# &he show' as well as the dessert' is our main selling point# Rutabaga Sweets will hold true to its vision o being a new concept with an old ashioned eel in order to become a avorite spot or D" natives# (s the reported national leader in money spent in restaurants' !ashington D" is an optimal location or launching a new restaurant concept# Rutabaga Sweets also hopes to become a destination or the thousands o tourists' both (merican and oreign' who visit D" every year# !e plan to manipulate our location in the Business Improvement District to our utmost advantage# Both tax incentives and high tra ic due to the )"I "enter will give us an edge as a new business# (s the BID ills up with new businesses over the next ew years Rutabaga Sweets will receive an added boost o increased tra ic# &here ore' we are aggressively planning or a *+, increase in sales the second year o business# By creating a new niche in the restaurant industry' Rutabaga Sweets will increase sales by more than -./*'+++ over three years while maintaining a gross margin o 0+,# &hrough a philosophy o 1nothing but the best1 regarding both product and service' Rutabaga Sweets will establish itsel as an exceptional dessert bar in !ashington D"# !e also will gain a competitive advantage in take out and catered desserts# &his plan outlines our company concept' philosophy and orecasted inancials# Rutabaga Sweets hopes to ind seed money o -2++'+++ to launch our business in 3une o this year#
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4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8 1.1 Objectives (ttain sales o -.99'+++ in the irst year# Increase second year sales by *+, and third year by 2+,# Expand to two stores by the third year o business# 1.2 Mission Rutabaga Sweets is a hospitality company dedicated to providing high%$uality desserts in a com ortable atmosphere or clients who seek a un 1gourmet1 experience outside restaurants# !e intend to make enough pro it to generate a air return or our investors and to inance continued growth and development in $uality products# !e also maintain a riendly' air' and creative work environment' which respects diversity' new ideas' and hard work# 1.3 Keys to Success Dedication to the inest $uality ingredients and 1make it happen no matter what1 customer service# ;ngoing employee education and recognition programs# <ive back to the community#
"ompany Summary Rutabaga Sweets is a dessert bar concept based in the Business Improvement District o !ashington D"# It emphasi=es handmade gourmet desserts in a casual atmosphere# !atching your dessert be prepared right in ront o you is the uni$ue selling point o our business# 2.1 Company Ownership Rutabaga Sweets is a sole proprietorship seeking seed money# Incorporation will be decided at a later date as investors are secured#
2.2 Start-up Summary ;ur start%up costs come to -2++'+++ which is mostly kitchen e$uipment' store urnishings and construction' and starting inventory expenses associated with opening our irst store# &he start%up costs are to be inanced by outside investment# &he assumptions are shown in &able . and Illustration :#
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Start-up Requirements
Start-up Expenses Legal Office Supplies Beginning Inventory Sommelier consulting Menus, etc Insurance Rent esign ! "onstruction Researc# an$ evelopment %urnis#ings &'pense$ &(uipment is#es, silver)are, glass)are, etc Total Start-up Expenses $1,000 $2,000 $5,000 $500 $1,000 $500 $5,000 $125,000 $1,000 $10,000 $125,000 $5,000 $281,000
Start-up Assets "as# Re(uire$ Start+up Inventory Ot#er "urrent ,ssets Long+term ,ssets Total Assets Total Requirements $1*,000 $0 $0 $0 $19,000 $300,000
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Start-up Fundin
Start+up &'penses to %un$ Start+up ,ssets to %un$ Total Fundin Required Assets .on+cas# ,ssets from Start+up "as# Re(uirements from Start+up ,$$itional "as# Raise$ "as# Balance on Starting ate Total Assets !ia"ilities and #apital Lia/ilities "urrent Borro)ing Long+term Lia/ilities ,ccounts 0aya/le 1Outstan$ing Bills2 Ot#er "urrent Lia/ilities 1interest+free2 Total !ia"ilities "apital 0lanne$ Investment Investor 1 Ot#er $300,000 $0 $0 $0 $0 $0 $0 $0 $1*,000 $0 $1*,000 $19,000 $2-1,000 $1*,000 $300,000
,$$itional Investment Re(uirement Total $lanned %n&estment Loss at Start+up 1Start+up &'penses2 Total #apital Total #apital and !ia"ilities Total Fundin
)arket (nalysis Summary Rutabaga Sweets ocuses on local markets' with a special ocus on restaurant and ice cream shop customers# !ashington D" provides an excellent climate or our dessert bar as households there spend more money dining out than anywhere else in the country# 4.1 Market Segmentation ;ur market is divided into our di erent psychographics@ "om ort "reatures' "elebrators' Soccer )oms' and <ourmet !anna%bes# &hey represent groups o people sharing similar behavior patterns and reasons or patroni=ing Rutabaga Sweets# "om ort "reatures are mainly white collar workers who are driven by success and prestige yet miss homemade com ort oods o their childhood# &hey may stop in on their own or bring clients in or a gourmet dessert experience# "elebrators are >ust that % people celebrating special occasions# Birthday' anniversary' graduation' valentineAs day' etc#' amilies and loved ones will gather at Rutabaga Sweets over sumptuous desserts and a estive atmosphere# Soccer )oms actually encompasses all amily members# Rutabaga Sweets is a gathering place where amilies are welcome and eel com ortable# 1)oms1 can come in or a ter school milk and cookies with their children and relax while we pamper the little ones# ;r they can meet up with riends or our &ea &ime % a little civili=ed time stolen in the midst o a busy day# <ourmet !anna%bes watch the Bood 4etwork and easily spend -*+ or the latest cookbook# &heyAll be the adventuresome diners at Rutabaga Sweets' as well as the irst to sign up or our cooking classes#
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Market Analysis
Year 1 Potential Customers Comfort Creatures Celebrators Gourmet Wanna-bes Soccer om!s Total Growth 10% 15% 15% 10% 12.59 5,000 5,000 5,000 5,000 2!"!!! 5,500 5,750 5,750 5,500 22"5!! 6,050 6,613 6,613 6,050 25"32# 6,655 7,605 7,605 6,655 2$"52! 7,321 8,746 8,746 7,321 32"134 Year 2 Year 3 Year 4 Year 5 CAGR 10.00% 15.00% 15.00% 10.00% 12.59
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4eed real inancials5 !e recommend using 6ive7lan as the easiest way to create automatic inancials or your own business plan# "reate your own business plan 8 4.2 Target Market Segment Strategy !e have speci ically targeted segments o people with an appreciation or delicious desserts and a need or com ort and relaxation# Rutabaga Sweets is a haven or the busy C success ul who want to treat themselves to something soothing and a little sin ul? It doesnAt take a lot o time' yet is so rewarding# &hese people will value the high $uality product presented without pretension# ;ur customers will also appreciate the un and ast service % whether celebrating a birthday or stopping in be ore a concert at the )"I "enter# 4.3 Service Business Analysis (lthough Rutabaga Sweets is creating a new niche in the ood service industry' we do share similarities' and there ore compete with several kinds o $uick%service dessert businesses@ Restaurants@ any restaurant o ering dessert# Ice "ream Shops@ Baskin C Robbins' Ben C 3erryAs' etc# Donut and "o ee Shops@ any place co ee and pastries are available or carry%out or dine%in consumption# Supermarket@ in%store bakeries as well as ro=en specialty desserts o er some competition# Bakeries@ ree%standing traditional bakeries# 4.3.1 Competition and Buying Patterns (lthough Rutabaga Sweets is opening up a new niche in the restaurant industry' there is no doubt that we are competing with a variety o similar businesses# !e need to compete against the ideas that dessert is something that only ollows a special dinner and neednAt be any better than a ro=en cake# !e want every day to be a reason to celebrate# (nd being able to watch your gourmet dessert be prepared by a che is a treat that appeals to everyone# !hile price may be a actor when competing against Ice "ream and "o ee Shops' these same consumers who are willing to pay ive dollars or a latte or a scoop o ice cream are already conscious o a better $uality product# !e believe they will be e$ually as willing to spend a little extra or an extraordinary dessert in a warm and riendly setting# &he com ort actor also plays an important role in consumer decisions about sweets# Both the atmosphere and sta o Rutabaga Sweets excel at warm C riendly# (nd the menu will re lect 1com ort ood1 desserts as opposed
to intimidating desserts that resemble architectural collosi# !e will use the highest $uality productsD sometimes paring the ordinary with the exotic' but we will always present our desserts in a unintimidating manner# "ompetitive Edge ;ur competitive edge is our uni$ue niche in an old market# (lthough restaurants' ca es' bakeries' ice cream shops' etc have an established position in the marketplace' none are $uite like Rutabaga Sweets# !e are o ering the customers a completely new experience and ar higher $uality product# 4o where else will they ind a pro essional che preparing gourmet desserts right in ront o them# &he ama=ing popularity o the Bood 4etwork is proo o the publicAs new% ound interest in being a spectator in the kitchen# 5.1 Marketing Strategy Rutabaga SweetsA marketing strategy will be education o the consumer and subse$uent word%o %mouth# !e will become known as a uni$ue dining experience as well as a superior pastry shop# "ustomers will be reached through liers' newspaper advertisements and special holiday promotions# 6ocation will also play a crucial role in marketing and promotion# &he business will be located in high%tra ic retail area in !ashington' D" known as the BID# !ashington D"As Business Improvement District o ers many incentives to businesses operating there# (dditionally' there is the tra ic that will come rom being located near the )"I "enter# Rutabaga Sweets will target progressive and generally well%educated and a luent consumers who are interested in trying new products and experiences and are dissatis ied with the limited selection and lack o personal service ound in grocery store bakeries' neighborhood ca es and ice cream shops and area restaurants# 5.2 Sales Strategy !e need to sell the company as well as the product# 3ust as Starbucks became synonymous with great co ee drinks' Rutabaga Sweets will come to be known as a gathering place with spectacular desserts# !e have to sell not only an ama=ing 1show1 as the desserts are created' but also an above and beyond service team who are knowledgeable and riendly# 7eople will always eel welcome and at home at Rutabaga Sweets# &he Eearly &otal Sales chart summari=es our ambitious sales orecast# 5.2.1 Sales Forecast ;ur Sales Borecast shows modest estimates or the irst year o operations beginning in )ay o :++2# ( ter establishing Rutabaga Sweets as AtheA place or sweets and celebrations' we pro>ect aggressive sales increases or the ollowing years# In the second year o operation we estimate sales increase o 2+, and o *+, in the third year or desserts' 7;7 and carry%out# !e are planning a .+, increase in !eekly 6esson ees each o the two ollowing years while keeping costs constant# ;ur cost o sales is based on an average ood cost o :+, or dine in desserts and .*, or point o purchase items' carry%out and weekly lessons# !e pro>ect a consistent ood cost percentage o these amounts or the ollowing two years# Feeping ood costs low while sales increase is vital to the pro itability o Rutabaga Sweets#
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4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
%ales &ore'ast
Year 1 %ales "essert Sales $%$ Sales Carr& %ut Wee(l& )essons Total %ales *ire't Cost o+ %ales "essert Sales $%$ Sales Carr& %ut Wee(l& )essons %u,total *ire't Cost o+ %ales #144,000 #2,650 #5,100 #14,400 (1##"15! Year 1 #28,800 #3'8 #765 #2,160 (32"123 #216,000 #3,445 #6,240 #15,840 (241"525 Year 2 #43,200 #'36 #'36 #2,160 (4)"232 #280,800 #5,167 #',360 #17,424 (312")51 Year 3 #56,160 #775 #1,404 #2,160 (#!"499 Year 2 Year 3
4eed real inancials5 !e recommend using 6ive7lan as the easiest way to create automatic inancials or your own business plan# "reate your own business plan 8 5.3 Milestones Rutabaga Sweets plans to be pro itable within the irst year o operation# ;ur goal is to reinvest in the company and expand to three stores by the third year# Brom that point we hope to establish partnerships with each storeAs che D similar to ;utbackAs proprietor program# &hey will each invest in their store and be directly rewarded or its pro itability# )anagement Summary Rutabaga Sweets will be slow to hire people in the irst ew years o operation' but very loyal to those who are hired# Initially all employees will be part%time as the ma>ority o the work will be done by the che %proprietor# (s the company grows' new employees will be trained and supervised by original employees who have been promoted to a leadership position# It is our belie that employees who are dedicated to the success o Rutabaga Sweets should be rewarded# &hey will be leaders in our uture store developments# 6.1 Personnel Plan ;ur 7ersonnel 7lan begins at ground =ero with the ounder being the only employee# !endi 3ames' the che and proprietor' will initially serve as the only dessert bar che ' as well as the store manager and the instructor or the weekly lessons# Being a graduate o 6e "ordon Bleu in 7aris' Brance with experience in three ive%star restaurants she is well prepared or the >obs o che and instructor# In addition' her degree rom the Gniversity o Illinois' "%G in Restaurant )anagement e$ually prepares her or the managerial aspects o the business# Rutabaga Sweets intends to promote rom within and reward the best employees with leadership roles# ;ur opening employment goal is / with a goal to increase to H by the end o the irst year' .+ the second year and .: the third year# !e reali=e that this is very aggressive sta ing' but intend to hire culinary pro essionals who are
used to the demands o the restaurant business# By this hiring philosophy' we will be able to operate with ewer' but more productive employees and reward them accordingly# Brom that point we intend to increase the responsibilities o each employee as opposed to hiring more people# &hereby rewarding those who have worked hard to establish Rutabaga Sweets as a superior dessert shop# &hese people will then be vital in our expansion as we open new stores#
$ersonnel $lan
'ear 1 "#ef40roprietor Ba7er 9ost essert Bar ,ssistants is#)as#er4Busser Total $eople Total $a)roll $2-,-00 $3,*20 $6,368 $8,200 $5,8*5 ( $*0,0+3 'ear 2 $31,5-0 $6,312 $6,368 $8,*20 $5,850 10 $*,,019 'ear 3 $36,-6$5,820 $6,368 $-,812 $5,850 12 $+0,38(
Binancial 7lan It is key to our inancial success to grow Rutabaga Sweets not >ust as a dessert bar' but as a company# !e are looking or an investment o -2++'+++ seed money with the hopes o eventually selling an established chain o dessert bars or establishing our company as a gourmet ranchise# &his means we must always be reinvesting in the uture o Rutabaga Sweets# 7.1 Important Assumptions &he inancial plan depends on important assumptions' most o which are shown in the ollowing table# &he key underlying assumptions are@ !e assume a slow%growth economy' without ma>or recession# !e assume o course that there are no un oreseen changes in technology to make products immediately obsolete# !e assume access to e$uity capital and inancing su icient to maintain our inancial plan as shown in the tables#
General Assum-tions
$lan ont* Year 1 1 10.00% 10.00% 30.00% ! Year 2 2 10.00% 10.00% 30.00% ! Year 3 3 10.00% 10.00% 30.00% ! Current +nterest ,ate )on--term +nterest ,ate .a/ ,ate .ther
4eed real inancials5 !e recommend using 6ive7lan as the easiest way to create automatic inancials or your own business plan# "reate your own business plan 8 7.2 Break-even Analysis Bor our break%even analysis' we assume running costs including our ull payroll' rent' and utilities' and an estimation o other running costs# 7ayroll alone' at our present run rate' is only about -/'+++# )argins are harder to assume that ar in the uture#
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/reak0e1en Analysis
ont*l& ,e0enue 1rea(-e0en Assum-tions2 20era-e $ercent 3ar4able Cost 3stimate4 Monthly &i5e4 Cost #13,251 1'% (1!"#$9
7.3 Projected Profit and Loss (n important assumption when calculating our 7C6 is the increase in sales rom year to year# !e are basing our assumptions on the inancial success o Binale Dessertery in Boston' )assachusetts# &hey reported a *+, increase in sales the second year o business ollowed by a 2+, increase the next year# !e eel Rutabaga Sweets can match' i not beat those sales' considering the 4ational Restaurant (ssociationAs analysis o the Bureau o 6abor Statistics "onsumer Expenditure Survey states that !ashington D" households spend the most at restaurants per year# It is also vital that we hold our ood cost at :+, and .*, respectively or dine%in desserts and 7;7' carry%out and weekly lessons# &hat will assure our gross margin remains high#
4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
4eed actual charts5 !e recommend using 6ive7lan as the easiest way to create graphs or your own business plan# "reate your own business plan 8
"e7rec4at4on )ease5 68u47ment 9t4l4t4es +nsurance ,ent $a&roll .a/es %t*er Total .-eratin7 35-enses $rof4t 1efore +nterest an5 .a/es 61+."2 +nterest 6/7ense .a/es +ncurre5 8et Pro+it 8et Pro+it9%ales
7.4 Projected Cash Flow Being a $uick%service oriented business' our cash low depends on sales assumptions# It is critical to keep our ood cost low# !e also need to be care ul to balance slow (non%holiday) months with busy months with big holidays such as "hristmas' IalentineAs Day and )otherAs Day#
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&he balance sheet is $uite solid# !e do not pro>ect any real trouble meeting our debt obligations % as long as we can achieve our speci ic ob>ectives# !e reali=e weAve pro>ected aggressively' but are con ident the location weAve chosen or Rutabaga Sweets' as well as the dessert bar concept itsel ' will be very success ul# (t this point we havenAt included any assets or depreciation in our calculations# !hether we purchase new or used kitchen e$uipment will determine those numbers at a later date#
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Ratio Analysis
Year 1 Sales Gro=t* Per'ent o+ Total Assets +n0entor& %t*er Current 2ssets .otal Current 2ssets )on--term 2ssets Total Assets Current )4ab4l4t4es )on--term )4ab4l4t4es .otal )4ab4l4t4es 8et :orth Per'ent o+ %ales Sales Gross ar-4n 0.00% 11.02% 0.00% 100.00% 0.00% 1!!.!! 33.83% 0.00% 33.83% ##.1) 100.00% 80.67% 78.24% Year 2 45.37% 7.23% 0.00% 100.00% 0.00% 1!!.!! 15.44% 0.00% 15.44% $4.5# 100.00% 80.44% 62.6'% Year 3 2'.4'% 4.55% 0.00% 100.00% 0.00% 1!!.!! '.10% 0.00% '.10% 9!.9! 100.00% 80.66% 55.61% ;n4ustry Pro+ile 4.56% 13.08% 33.35% 54.27% 45.73% 1!!.!! 24.73% 27.23% 51.'6% 4$.!4 100.00% 24.26% 12.12%
250ert4s4n- 6/7enses $rof4t 1efore +nterest an5 .a/es Main Ratios Current Au4c( .otal "ebt to .otal 2ssets $re-ta/ ,eturn on <et Wort* $re-ta/ ,eturn on 2ssets A44itional Ratios <et $rof4t ar-4n ,eturn on 68u4t& A'ti1ity Ratios +n0entor& .urno0er 2ccounts $a&able .urno0er $a&ment "a&s .otal 2sset .urno0er *e,t Ratios "ebt to <et Wort* Current )4ab. to )4ab. 6i<ui4ity Ratios <et Wor(4n- Ca74tal +nterest Co0era-e A44itional Ratios 2ssets to Sales Current "ebt;.otal 2ssets 2c45 .est Sales;<et Wort* *i1i4en4 Payout
1.38% 3.46% 2.'6 2.63 33.83% 24.''% 16.54% Year 1 2.42% 17.4'% 10.74 '.84 27 4.77 0.51 1.00 #23,02' 0.00 0.21 34% 2.63 7.21 !.!!
1.04% 25.37% 6.48 6.01 15.44% '2.'5% 78.60% Year 2 17.76% 65.07% '.'7 12.17 30 3.10 0.18 1.00 #65,'18 0.00 0.32 15% 6.01 3.66 !.!!
0.80% 35.78% 10.'' 10.4' '.10% 77.58% 70.52% Year 3 25.05% 54.30% '.41 12.17 28 1.'7 0.10 1.00 #144,253 0.00 0.51 '% 10.4' 2.17 !.!!
0.'8% 1.'2% 1.37 0.74 5'.26% 4.'3% 12.10% n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a