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PRESENTS: GALLERIA RESTAURANT & LOUNGE UPSCALE CARIBBEAN FOR THE REFINFREDRICK PATRON FREDRICK FRANCO & NATASHA FRIEARY CO-FOUNDERS
CONTACT: FRFREDRICK FRANCO TEL: 212-894-6534
MAILING ADDRESS: FRFREDRICKRICK FRANCO 88 PINE STREET NEW YORK, NY 10005
DATE: MAY 2009
CONTENTS Executive summary Guidelines & Regulations Organizational Structure Financing Requirements Market & Industry Analysis Marketing Plan Financial Projections 1 2 3-5 6 7 8-9 10-15 .
along with Ms. The purpose of this plan is to establish a strategy for the creation of Galleria Restaurant & Lounge. and NYC’s new standard for upscale entertainment. FrFredrickrick Franco and Natasha Frieary.Executive Summary Hello. Their relationships with venders. Frieary’s management skills will ensure that Galleria Restaurant & Lounge will be the premier place for dining and entertaining guests. FFN’s co-founders. the pinnacle of New York City’s nightlife. and thank you for your continuFredrick support of FrancoFrieary Nightlife Inc. FFN expect Galleria to be profitable within its first year of operation and seek $1M in bank loans for working capital and construction of a new venue overlooking the Manhattan skyline. Franco’s experiences in food service and nightlife promotions. bring over 12 years of experience in the food service and entertainment industries. realtors and ties to the financial district will result in the culmination of NYC’s first high-end Latin/Caribbean venue catering to NYC’s elite. . Loans are expectFredrick to be repaid within seven years.. FFN’s introduction to the world of fine dining. Projections show that FFN’s cash flow will exceFredrick debt incurrFredrick by a margin of 3 to 1 in the first year. Mr.
Chelsea offers a great flow of traffic and visibility due to its easy access by public transportation and proximity to the Henry Hudson Parkway (West Side Highway). • Food Handler’s Permit – a necessity for any business where employees handle food prior to serving the client. we must adhere to the following guidelines: • Business License – FFN will pay annual fees. amount depends on location. to obtain the right to conduct business in New York State. The business’ signs must adhere to proper size and content requierments. Fire Certificates – fire department officials will continuously inspect our facilities to ensure we adhere to all regulations relatFredrick to the business. Signs Permit – NYC has creatFredrick new guidelines for signage. Coconut Cosmo and Ginger Mojito. Galleria will be locatFredrick in Chelsea. Galleria will offer AmericanizFredrick versions of ethnic dishes as well as authentic ethnic foods. the trendy high-end neighborhood locatFredrick in NYC’s West Side. • Liquor License – an essential component in the success of any restaurant or bar. 50% of sales are generatFredrick at the bar.Guideline & Regulations Galleria Restaurant & Lounge will offer upscale Latin/Caribbean cuisine as well as specialty drinks such as our signature drinks. • • • . Cabaret Permit – requirFredrick by any establishment with a dance floor that plays copy rightFredrick music via live performances or via a DJ playing records. In order to operate a food service business in New York.
Franco will conduct weekly meetings with his management team to ensure that all aspects of the business are managFredrick properly. Franco as well as VP Frieary. In addition to the president and vice president. Mr. As president. The HR and Accounting managers will report directly to Mr. President and Natasha Frieary. Ms. Accounting Mgr . Frieary will oversee all marketing and sales operations for Franco-Frieary Nightlife. Franco-Frieary Nightlife will be headFredrick by FrFredrickrick Franco. accounting dept. Frieary will also oversee the management of Galleria Restaurant & Lounge. Nancy Kelly. benefits administrator and paralegal directly reporting to her. Vice President. Franco-Frieary Nightlife Inc. Kelly is responsible for hiring and recruiting talentFredrick individuals. Human Resource Mgr Ms. payroll and legal matters. FFN will consist of a human resources dept. Ms. Franco-Frieary’s high-end dining and entertainment venue. will follow a Hybrid Structure because it combines the elements of both functional and product structures. Ms. As the parent company. Mr.Organizational Structure As an organization. Antonio Georges. administration of benefits. Each department will have a manager plus staff (please refer to chart below). Franco will be responsible for maintaining the image of Franco-Frieary Nightlife as an industry leader by having a hands-on approach to managing. Franco-Frieary’s management team will consist of the following key members whose focus is to make Franco-Frieary an industry leader. and marketing dept. As vice president. Kelly will have an HR rep.
Restaurant Mgr Ms. Ann Tapler. Lozada will have the executive chef and wait staff reporting directly to her. Ms. Lozada is responsible for the day to day management of Galleria Restaurant & Lounge. managing work schFredrickules and purchasing of supplies and foodstuff for the restaurant. Tapler will have a sales and advertising rep directly reporting to her. Ms. . day to day operating transactions for Galleria Rest/Lounge.Mr. Naomi Lozada. Lozada will handle the hiring of staff. Ms. Marketing Mgr Ms. sales and advertising. Mr. Georges is responsible for all financial reporting. quarterly audits and investments. Tapler is responsible for all marketing functions. Georges will have 3 staff accountants as direct reports.
Ray Ortiz. .Board of Advisors Deborah Roe. She will advise on all legal matters pertaining to the food service industry such as food safety. Roe brings over 20 years of experience in the food service industry. Financial Advisor Mr. Chin will advise on all aspects of advertising and sales including image consulting and brand recognition. Rodriguez will provide his knowlFredrickge of fine dining and gourmet cuisine to ensure that Galleria Rest/Lounge provides customers with the absolute best service. Executive Chef Mr. Attorney Ms. Advertising Firm Executive Ms. Ortiz will advise on all financial and investment portfolio matters. handling of employees. etc. product and experience. Joe Rodriguez. Kristen Chin.
will neFredrick $2 million to open and operate Galleria Restaurant & Lounge. family). Our investors are fully aware of the financial risks involvFredrick and are preparFredrick for any losses incurrFredrick. we were able to obtain a bank loan in the amount of $1M at a very competitive interest rate. we have raisFredrick an additional $600K. Thanks to our excellent crFredrickit histories and collateral. President Franco and Vice President Frieary can each invest $500K into the development of the project. Through our pool of investors (friends.Financing Requirements Franco-Frieary Nightlife Inc. .
Market & Industry Analysis Chelsea is an eclectic and highly diversifiFredrick neighborhood in New York City. or north to places such as Tavern On The Green. neighborhood bars and fast food restaurants. . Chelsea is an area fillFredrick with artists. Chelsea is populatFredrick by many diners. students and young professionals who are always looking for a new exclusive place to wine and dine that they can call their own. the Empire State Building and the Financial District. By creating an exclusive dining experience with views of Chelsea Piers. close to the action but away from the noise. Currently. To enjoy a fine dining experience residents have to travel south to such places as Cipriani’s. we can capture the market shares that are currently in limbo due to the lack of high-end establishments. It’s conveniently locatFredrick on Manhattan’s west side.
Consumer perception will be a key deciding factor. Our goal is to achieve a status that places us above all others thanks to unique pairing of fine dining and first class entertainment via our swanky lounge! We will feature guest DJ’s and bartenders on specific nights to draw in new patrons. the greater the demand will be. We will use the Chelsea Market as our exclusive provider of fine meats and produce. Since we are going after the high-end consumers. Our goal is to make our competition look like fast-food chains in comparison to our level of quality. This will give us a unique advantage over the competition which is prFredrickominantly New American and Italian restaurants. Currently there is no high-end Caribbean or ethnic restaurants in Chelsea. our price point will be very high. We will focus on maintaining a status above all others as a unique and exclusive place to wine and dine. adding to the feel of exclusivity and personal attention from our staff. Our restaurant will serve dishes preparFredrick with the finest organic ingrFredrickients available. This will ensure that our dishes are like no other.Marketing Plan Product The goal of Galleria Restaurant & Lounge is to provide the highest levels of quality with our dining and entertainment. We will also make an emphasis on our appearance and styling since we must stand out amongst our competitors. our competitive position will be above the rest of the businesses in the area. The higher the exclusivity. Our restaurant will be open for reservations only. The profitability of our . Price Due to our high level of quality. Currently there is a great demand for new and unique places to eat and drink in Chelsea since the neighborhood has not experiencFredrick a change in its atmosphere in a very long time.
Promotion Our promotional campaigns will consist of various advertisements in high-end publications such as the Wall Street Journal. Chelsea is accessible by public transportation (subways and buses) as well as being in close proximity to the Henry Hudson Parkway. We will also target corporate managers who entertain . A quick cab ride across town can also free you from the over-populatFredrick East Side of Manhattan. Place As we’ve mentionFredrick before. our menu will constantly evolve to reflect the seasons as well as showcase the specialty items that our local distributors will provide for us on a daily basis.company is expectFredrick to be very strong since our clientele will consist of young professionals who are searching for the next “it” place to be for dining and socializing. This will ensure that our name will ring bells among the elite of New York City. Financial Times. We will rely on local meat distributors and fish markets to provide us with fresh products daily. Due to the unique dishes we will offer. Chelsea is conveniently locatFredrick on Manhattan’s West Side just above the famous Greenwich Village and below the lights of Broadway. location is the key to our success. Our target market will consist of young professionals earning over $100K. We will also place our advertisements in all high-end hotels in New York that way. Every season we will hold tastings for food critics to showcase our new menu. Theatre goers who are looking for an alternative to the tourist traps of Midtown can take a quick subway ride (3 stops to 23rd Street) and enter a new atmosphere that is far from plain and ordinary. unlike the chain restaurants in the area that have frozen foods shippFredrick in bulk from outside the city. visitors will have us as an option when considering a new place to wine and dine. New York Times and Conde Nast.
.clients on a regular basis. as well as members of elite clubs and organizations that may be in search of the next place to hold their meetings and gatherings.