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Executive Summary

Our company takes great pride in delivering the best catering services available to our
customers by adding value to their experience through the variety of lunch options that we
have available as well as through our high quality customer service.

Goals and objectives:
● Create a minimum of $50,000 in income.
● Provide our customers with high quality food
● Add value to customers experiences
● Create loyalty

Identify Targets

COMPANY CONTACT TARGET FREQUENCY NUMBER COST TOTAL
NAME INFO EVENTS (per year) OF MEALS ($8/PERSON) PROBABILITY REVENUE
Dean of Freshman
Winona State Students Orientation 1 2,000 $16,000.00 10% $1,600
Dean of
Students Senior Visits 20 5,000 $40,000.00 10% $4,000

UPAC Club Fair 1 500 $4,000.00 15% $600

Hall Director Hall Council 126 6,300 $50,400.00 20% $10,080
Willard
Fastenal Oberton Training 4 120 $960.00 35% $336

Workshops 12 1,200 $9,600.00 40% $3,840
Sales Sales
RTP manager meeting 12 360 $2,880.00 60% $1,728

HR manager Training 4 60 $480.00 20% $96
Office Sales
Chrysler Winona Manager meeting 12 300 $2,400.00 10% $240
Sales Sales
Dahl Toyota Manager meeting 12 300 $2,400.00 10% $240
Sales Sales
Dahl Chevrolet Manager Meeting 12 300 $2,400.00 10% $240
Sales Sales
Sugarloaf Ford Manager meeting 12 300 $2,400.00 10% $240
Winona Auto Sales Sales
sales Manager Meeting 12 300 $2,400.00 10% $240
Sales Sales
Valley Motors Manager Meeting 12 300 $2,400.00 10% $240
Sales Sales
Walz Chevy Manager meeting 12 300 $2,400.00 10% $240
Event
Edge (church) coordinator confirmation 1 20 $160.00 20% $32

first 1 20 $160.00 20% $32
communion

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Cathedral of Event
Sacred Heart coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Event
First Baptist coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
First Event
Congregational coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Wesley United
Methodist Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Diocese of
Winona-Pastoral Event
Center coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St. Pauls
Episcopal Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32
youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Event
Newman Center coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Pleassant Valley Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Calvary Baptist Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Community Event
Bible Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Living Light Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Stanislaus Event
Kostka Basilica coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Matthews Event confirmation 1 20 $160.00 20% $32
Lutheran coordinator
Church
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Mary's Event
Catholic Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Cornerstone
Community Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Grace
Presbyterian Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Winona Faith Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Winona
Pentecostal Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Faith Lutheran Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Seventh Day
Adventist Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Winona Church Event
of the Nazerene coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Immanuel
United
Methodist Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Martin's Event
Lutheran coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Goodview Event
Trinity Lutheran coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Redeemer Event
Lutheran coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32
youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St. Casimir Event
Parish coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Event
Church of Christ coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
The Church of Event
Jesus coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Mary's Event
Catholic Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Event
Saint Michael's coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Renewing Grace Event
Fellowship coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
St Pauls Event confirmation 1 20 $160.00 20% $32
Catholic Parish coordinator
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
First Lutheran Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Trinity Lutheran Event
Church coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 40 $320.00 20% $64
holiday
dinner 1 200 $1,600.00 20% $320
McKinley United Event
Methodist coordinator confirmation 1 20 $160.00 20% $32
first
communion 1 20 $160.00 20% $32

youth group 4 160 $1,280.00 20% $256
holiday
dinner 1 200 $1,600.00 20% $320
Saint Anne of Event
Winona Coordinator game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40
Brookdale Event
Winona Coordinator game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40
Watkins Manor Event
Assisted living coordinato game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40
Sugar Loaf
Senior event
Community coordinator game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40
Sauer Memorial event
Home coordinator game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40
event
Winona Health coordinator game night 48 50 $400.00 10% $40
general
events 20 50 $400.00 10% $40

Cotter School Dances 2 100 $800.00 10% $80

Graduations 10 100 $800.00 10% $80
Extra
Curriculars 10 50 $400.00 10% $40
Hope Luthern
High School Dances 2 30 $240.00 20% $48

Graduations 10 20 $160.00 45% $72
Extra
Curriculars 10 30 $240.00 30% $72
St. Martin
Luthern School Dances 2 30 $240.00 20% $48

Graduations 10 20 $160.00 45% $72
Extra
Curriculars 10 30 $240.00 30% $72
Minnesota State
College Dances 2 100 $800.00 20% $160

Graduations 10 75 $600.00 45% $270
Extra
Curriculars 10 100 $800.00 30% $240
Winona Senior
High Dances 2 300 $2,400.00 20% $480

Graduations 10 300 $2,400.00 45% $1,080
Extra
Curriculars 10 100 $800.00 30% $240
St. John's
Luthern School Dances 2 30 $240.00 20% $48

Graduations 10 20 $160.00 45% $72
Extra
Curriculars 10 30 $240.00 30% $72
Lewiston-Altura
High School Dances 2 100 $800.00 20% $160

Graduations 10 75 $600.00 45% $270
Extra
Curriculars 10 100 $800.00 30% $240
Sales
Menards meetings 12 30 $240.00 20% $48

Training 4 40 $320.00 10% $32
Sales
Fleet Farm meetings 12 30 $240.00 20% $48

Training 4 40 $320.00 10% $32
Sales
Walmart meetings 12 30 $240.00 20% $48

Training 4 40 $320.00 10% $32

Target Volunteer 3 20 $160.00 60% $96
Sales
Wincraft meetings 12 30 $240.00 10% $24

Training 3 40 $320.00 20% $64

29,560 $51,628

With the current outlook on how successful we could be in selling our catering services to
the above companies, we are projecting that we should be able to reach our goal of
$50,000 if not even slightly exceed that amount.

Having a target list is important to be successful in sales because it allows us to have
everyone that we need to contact right in front of us. This way we don’t have to go
searching through phone books, or on the internet (etc.) to figure out who we are going to
try to contact. Instead, we are able to quick look at the list, and instantly have the name of
the person we are needing to talk to, the company that they work for, and what specific
event/events we are looking to cater for them. It also allows us the opportunity to generalize
which companies we will be most likely to do business with, and which companies may be a
harder catch.

In order to successfully use this list, you must time out exactly when you are going to call
each company. This largely depends on when the events Winona Sandwich Company
wishes to cater are going to occur. You need to plan enough time in advance to convince
each company that our catering services are best suited to fit their needs. By knowing who
you are going to call and when you’re going to call them, you are able to better manage
your time in order to gain as many opportunities as possible for setting up a meeting.

Sales Weapons

FEATURES ADVANTAGES BENEFITS
● Vegetarian ● Meets dietary needs and restrictions
● Kosher options ● Easy to order
● Vegan ● Always in stock
Dietary Options ● Gluten free ● Food Safety
● Low Carb ● Variety of choices
● Low Sodium ● Nutritional Value
● Lactose Free
● Salad ● Changes Daily (Soup of the Day)
● Soup ● Seasonal fruit
Sides ● Meal option
● Fresh Fruit
● Chips
● Organic options ● Bread made daily
● Fresh bread ● Food safety
Fresh ● Locally sourced food ● Many bread options
● Premium cut meats ● GMO free
● Allergy Free
●Variety of meats ● Premium options
Variety ● Dietary options
● Easy to order
● Convenience ● Simple to change/add to orders
Location
● Quick delivery ● Sandwiches made fresh

● ½ sandwiches ● Soup/salad meals vs. sides
Sizing ● Small, Medium, Large ● Senior Meals
● Meals ● Kids Meals

● Not too expensive ● Afordable
Price
● Meal Deals ● Combo Options

Recycling ● Environmentally friendly ● Save you money
● Soda ● Caffeinated or decaffeinated
● Coffee ● Refreshing
● Juice ● Meal option
Beverages ● Alcohol
● Iced tea
● Water
● Milk
● Simple customization ● Easy to order
Online Ordering ● Quick ordering ● From “home”
● Technologically based
● Quick delivery ● You don’t have to wait
● Set-up options ● Hot sandwiches stay hot
○ Tables and chairs ● Cold Sandwiches stay cold
Delivery
○ Napkins ● We take care of set up
○ Plates
○ Utensils
● Cookies ● Easy to order
Dessert ● Bars
● Chocolate
● Hot sandwiches ● Dietary restrictions
● Cold sandwiches ● Easy to order
Variety
● Wraps
● Burritos
● Variety of options ● Change for allergies
Customization ● Make it the way you want ● Add extra flavor
● Extra toppings ● Easy to order
● Separate areas for allergies ● allergy friendly
Large Prep Area
● More space to prepare more food ● faster production
● always greets customer ● Good communication
Great Staff ● follow up to make sure everything is going ● Customer Satisfaction
well/went well ● Builds customer loyalty

Differentiators:
1. We only use fresh produce, meats, and breads that we obtain locally to support the
community.
2. We do have a set-up option that includes the option to have us set up tables, chairs,
and all of the food along with providing the proper utensils and plates.

2-Minute Phone Call:

Hi my name is ________ and I am the head catering director at Winona Sandwich
Company, and if you had just 60 seconds I would love to tell you what our catering service
is all about? Great, reason for the call today _____ is that we take great pride in delivering
the best catering service available and think we could bring some great value to your
company. Are there any dietary restrictions among your employees? Well we have
sandwiches available to meet almost every dietary restriction your employees may have
including gluten free, vegetarian, and lactose free to ensure a great experience for
everyone. Also, do you prefer fresh customizable options? Awesome, being a local
company we can provide the freshest food on time made to order. Not only do we offer free
delivery and setup of the food, we offer free disposal and recycling after for a worry free
experience. I would love to sit down with you either Tuesday or Wednesday morning to
show you the value we can provide, which would work better for you.

Power Statement: (We were one of the FABs groups)

Good evening Andy. As I said over the phone I am the head of the catering department
for Winona Sandwich company. Thank you so much for allowing me to take this time to
discuss our catering options with you.

As I recall you do have events that are in need of catering services?

Tonight I would like to use this time to find what services of ours fit your needs and how
we can provide the greatest value to you.

For the night’s agenda I would like to go over some features of our company that we
believe will allow us to best meet your needs and after talk about the events and times
that are in need of catering.
Are there any issues with catering that you have experienced in the past?

I recall you mentioning that there are some dietary restrictions that need to be addressed
at these events.
We do have gluten free and vegan/vegetarian, and low sodium options for sandwiches
and soups
Being a local company, we do have the ability to provide the freshest meats and produce
on our sandwiches, and we are always on time for our deliveries and have the ability to
easily and quickly change the order to fit what you are looking for.

Winona Sandwich company also offers free setup, delivery with utensils, plates, napkins
and cups if beverages are included as well as tables and chairs if needed. We also
include a free takedown option that does includes recycling.

I remember you saying you have about two events a month in need of catering? How
many sandwiches will you be needing for each of these events? Great, we can do that
for you.

Having said all of this, I would like to come back and go over our proposal Friday
evening around 3?

Thank you again for your time.

10 Probing Questions:
1. We do offer gluten free options, would that be something that you would be
interested in?
2. How important is freshness when it comes to your catering service?
3. We do have side options available, are there anything else that would like to
consider adding to your meals?
4. Is online ordering something that you would be interested in?
5. We do have the option for recycling, is that something that is important to you?
6. We have many sizing options, do you think this would be beneficial for your event?
7. We also have the option for desserts, would this be something you interested in for
after your meals?
8. We have many different ways to customize our sandwiches, do you think this would
be something you are interested in?
9. We are a local Winona company, are you interested in helping our local business?
10. We offer a variety of set-up options, would this be beneficial for your event?

Negative Objection Analysis:
1. Why do you need cash upon delivery? : Since our food is locally grown and produced,
we need to be able to pay them right away for their freshest projects.
2. Why is your product so expensive? : Since we only use local products in order to support
the community, the prices are higher for not using chain suppliers, however this does
ensure that our product is fresh.
3. Why should I choose you over another company? : Our company uses only fresh
produce and meats and we bake our own bread new every day so you are always
getting the freshest products. We also deliver the food no later than 30 minutes before
the event actually starts so we are always time.
4. The last time that we were catered to, the cold food was luke warm? : We have insulated
containers that will keep the cold food cold, and the hot food hot until it is ready to be
served.
5. The last time that we were catered to, the hot food was luke warm? : We have insulated
containers that will keep the cold food cold, and the hot food hot until it is ready to be
served.
6. What kind of food safety do you have? : We always use only the freshest foods and we
make sure that we constantly switch our gloves when handling foods to ensure that we
aren’t cross contaminating anything to make our food safe for people who have allergies
or dietary restrictions
7. When produce is out of season, how will the quality of the food stand up to how it is
normally? : The quality of food is still very high. Even though it is out of season we still
use the freshest options available to us so you will always get higher quality sandwiches.
8. How do you prevent vegetables from making the bread soggy? : We make sure that the
vegetables aren’t wet when we put them on the sandwiches. After taking vegetables out
of the container and rinsing them, we either give them time to dry or dab them with a
paper towel to ensure your bread will stay dry.
9. Are there any additional charges for set up or delivery? : There is a small charge that
combines both the delivery fee and the fee for set up.
10. Our company is environmentally friendly, are your products recyclable? : Our containers
are recyclable and with the take-down option, we can bring everything back to Winona
Sandwich Company and recycle everything there.

Having the FABs done first allows us to basically always have the answers to any questions that
a customer could possibly ask us about our company and what we are able to provide. It also
aids us in being able to expand on specifically the things that the current customer is looking for
by just checking the FABs sheet and telling them everything about a particular feature. This
allows us to inform the customer what our product will do specifically for them or their company.
Having the FABs done is essential to having a successful phone call, sales call, and follow up
meeting.

Confirmations and Emails

Confirmation email:
Good afternoon!
Thank you for agreeing to meet with me tomorrow afternoon at 3. For the night’s
agenda I would like to go over some features of our company that we believe will allow
us to best meet your needs and after talk about the events and times that are in need of
catering. Let me know if there is anything you would like make sure is added to the
agenda.

Have a wonderful Evening.

FirstName LastName
Catering Director at Winona Sandwich Company

Thank you email:
Good afternoon!

Thank you again for your time earlier today Andy. I look forward to seeing you tomorrow
afternoon at 2 to go over my proposal for the 30 sandwiches including 4 vegetarian, 1
low sodium, and 2 gluten free.

Have a great evening!

FirstName LastName
Catering Director at Winona Sandwich Company

Crickets email:
Good morning Andy!

I’d like to thank you again for sitting down with me last friday. Unfortunately I haven’t
heard anything back from your company yet. Feel free to reach out to me with any
questions that you may have about our company and its services.

I look forward to hearing from you!

FirstName LastName
Catering Director at Winona Sandwich Company

Thank you email (after sale):
Good evening Andy!

Thank you for meeting with me again yesterday afternoon. I have the order for 30
sandwiches including 4 vegetarian, 1 low sodium, and 2 gluten free, along with 5 2-liter
bottles of coke. We will be there at noon next Wednesday to set up. Please let me know
if there is anything else you need. I appreciate doing business with you.

Have a great evening!
FirstName LastName
Catering Director at Winona Sandwich Company

No sale email:
Good afternoon Andy!

Thank you again for taking the time for listening to what the Winona Sandwich Company
has to offer. If you have any questions about our services or products in the future, don’t
hesitate to contact me. Thank you again for your time, I hope we are able to do business
at a later time.

Have a wonderful day!

FirstName LastName
Catering Director at Winona Sandwich Company