A creative fusion of exotic cupcakes, eye-opening coffee & tea blends,

smooth cocktails and brilliant thinking space

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Contents
I. Executive Summary.............................................................................................................................2
Lyric’s Culinary Space..............................................................................................................................2
Lyric’s Artistic Space................................................................................................................................2
Lyric’s Intelligent Space...........................................................................................................................2
Ownership...............................................................................................................................................3
Success Factors........................................................................................................................................3
Projections...............................................................................................................................................3
II. Company Overview.................................................................................................................................3
III. Industry Analysis.....................................................................................................................................3
Market Overview.....................................................................................................................................3
Relevant Market Size...............................................................................................................................4
IV. Customer Analysis..................................................................................................................................4
Target Customers....................................................................................................................................4
Customer Behaviors................................................................................................................................4
V. Competitive Analysis...............................................................................................................................5
Direct Competitors..................................................................................................................................5
Competitive Advantages..........................................................................................................................6
VI. Marketing Plan.......................................................................................................................................7
Products, Services & Pricing....................................................................................................................7
VII. Operations Plan...................................................................................................................................11
Our Operations Plan details...................................................................................................................11
Key Operational Processes....................................................................................................................11

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VII. Management Team.............................................................................................................................13
Appendices................................................................................................................................................15
Appendix I: Menu..................................................................................................................................15
Appendix II: Revenue Assumptions...........................................................................................................17
Cupcake Assumptions............................................................................................................................17
Coffee Assumptions...............................................................................................................................18
Art Space Assumptions..........................................................................................................................19
Intelligent Space Assumptions...............................................................................................................20

I. Executive Summary
Lyric will be a mature-adult coffee & dessert bar located in the re-developing Southwest Waterfront area of Washington,
DC. In addition to the Lyric will be an eccentric fusion of culinary space, artistic space and intelligent space that serves
people who are looking for a wholesome, tasteful yet guilt-free beverage and sweets experiences while conducting
business or enhancing their artistic expression. Our overall goal is to create a sustainable business that provides a high-
quality menu while meeting our philanthropic vision of supporting local musicians and their music projects.
Lyric’s Culinary Space
As a café, Lyric will specialize in serving premium quality beverages and desserts. Our goal is to work with as many local
vendors as possible. However, what’s most important is working with vendors, which provide cooperative agreements with
their workers or produce organic/ fair-trade products. Our beverage inventory will allow for customization from each
customer and will be freshly made to order. Our baked desserts including a variety of conventional, gluten-free and vegan
cupcakes and pastries, will be provided by a local baker, who will exclusively provide Lyric’s dessert menu with items we
request. We’ll receive freshly baked goods every day and refine our offerings based on customer feedback and inventory
analysis. We’ll have unique flavors that tantalize the taste buds and include batters and toppings that are sweet, savory,
buttery and even spicy or herbaceous. Our culinary offerings are meant to mentally transition our customers from the
beginning of their day to their nightcap and from warm and soothing to cold and invigorating. Operating our café with

Lyric Coffee & Gelato Bar Executive Summary Page 3 of 20

these principles meets two specific culinary space goals: 1) We will be supporting local businesses, thus investing in
various DC Metropolitan communities and 2) Our food and beverage items will help to build a thriving local food economy.
Lyric’s Artistic Space
As a space for artistic development and expression, Lyric will house a high-end music studio, which is open to the public,
especially Lyric’s patrons. Local music professionals and technicians who appreciate contributing to DC’s art and music
scene will run the studio. Musicians will be able to produce professional projects and use Lyric to promote and debut their
music. Operating a full-scale studio will help Lyric to meet two specific art space goals: 1) The studio will provide an
additional revenue stream for Lyric and 2) The interactive studio will support the business’ philanthropic agenda for artist
development.
Lyric’s Intelligent Space
As space for business development, Lyric will have a mini-conference center where small groups can assemble for private
meetings and have access to a projector with a screen, conference table with chairs, Wi-Fi internet service and a wireless
printer. Patrons will be able to use our in-house catering to supply their meeting attendees with premium coffees, teas and
non-alcoholic beverages as well as gelato and cupcakes. Operating a meeting space will help Lyric meet two specific
business goals: 1) Meeting space will provide an additional revenue stream for the company and 2) It will position the
company as a trendy collaboration space for out-of-the-office or irregular/impromptu meetings.
Ownership
Lyric will be a woman-owned business operating under an LLC business structure. Cortnie Lomax, who grew up in the
Washington, DC area, will own the company. She has an educational and career background in business, marketing and
artistry and has a passion for running a business that combines her love of music, food and the Washington, DC
cityscape.
Success Factors
The Southwest Waterfront is currently undergoing redevelopment to transform a section of the District that hasn’t seen
much revitalization and attention. With close proximity to the Wharf, a historically popular landmark that is being
redeveloped on the waterfront, we will be able to tie into the new crowd of diverse people who are looking for ways to
explore what DC has to offer and become a part of the District’s culture. In addition to the Wharf, Lyric will be in close
proximity to Arena Stage, which allows us to strategically market our café to the artists who perform at and attend the
venue.

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The timing for Lyric’s development couldn’t be better. As Southwest DC undergoes a makeover, Lyric will be placed
amongst prominent landmarks including the National’s baseball stadium. Our location plays a major role in creating
strategic cross-promotional strategies that attract our target audience.
Projections
With an estimated start-up investment of $500,000, Lyric expects to break even by its fifth year in operation. The first
three years will see modest but sustainable sales as the Southwest Waterfront community is continuously revitalized with
surrounding attractions and residences.

II. Company Overview

Below is a snapshot of Lyric since its inception:
 Date of formation: August 16, 2014
 Legal structure: LLC
 Location: Southwest Waterfront, SW District of Columbia (exact location TBD)
 Business stage: Incubation (Start-up)
 Website Launch: December 2015 (TBD)
 Number of personnel on Management Team: 4

III. Industry Analysis

Market Overview
The market in which Lyric will operate can be characterized by the following:
 Restaurants and Other Eating Places: NAICS 72251 with industry sales of $683.4 billion
 Commercial Bakeries: NAICS 311812 with industry sales of $310 million
 Sound Recording Studios: NAICS 512240
Relevant Market Size
Our relevant market size is calculated as follows:

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 1. Number of customers who might be interested in purchasing our products and/or services each year: 12,000 (1,000
customers per month or 33 customers per day)
2. Amount these customers might be willing to spend, on an annual basis on our products and/or services: $240 per
year ($10 average per customer x 2 visits per month)
3. Our relevant market size is $2,880,000 in revenue per year
As the analysis shows, our relevant market is large enough for our company to enjoy considerable success.

IV. Customer Analysis

Below is a description of who our target customers are and their behaviors.
Target Customers
Below is a profile of our target customers:
 Age: 25-50
 Income: $55,000 to $95,000 annually
 Gender: Male and Female
 Location: Washington, DC (all four quadrants, but specifically the neighborhoods within a four mile radius of our
location)
 Occupation: Artists and musicians specifically due to the music-based atmosphere. However, our general business
does not narrow down our market by occupation
 Language: English (primary) and some Spanish
Customer Behaviors
 Exploring new dessert atmospheres: Our target customers would be people who are interested in visiting a
location to satisfy their sweet tooth and enjoy the atmosphere while doing so. Our customer is looking for a place
where they can sit and partake in a jovial environment while tantalizing their taste buds with multiple levels of
sweetness and variety
 Day of rest: Our target customers are people who like to have a “day of rest” during their busy work week and
they’re looking for a place where they can hold casual conversations, catch up on reading and the arts, meet with
friends and unwind

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  Sunday “Brunchers”: Our target customers are also people who like to have Sunday Brunch. These customers
would visit our location as a spin on Sunday Brunch fare, where they can sit with friends or have a “cheat day” on
their diets
 Tourists: Our target customers would also include Washington, DC area tourists who are sightseeing in the SW
Waterfront area. These customers would be people who have taken in a Washington Nationals game, enjoyed a
show at Arena Stage, toured the Navy Yard or explored the seafood at the Wharf

V. Competitive Analysis
The following is an overview of Lyric’s competitors:
Direct Competitors
1. Buzz
 Advantages
a. Closest proximity to our potential SW DC location
b. Closest in operational resemblance (lounge, bar and bakery)
c. Three locations throughout the DC Metro area
d. Cupcakes are priced $0.40 to $0.90 cheaper per cupcake
e. Offers a diverse menu with breakfast options such as waffles, eggs and sandwiches and pastries
f. Also bakes specialty cakes
 Disadvantages
a. Store hours are shorter
b. Although, they have a variety of cupcakes, their offerings do not include exotic or alcohol-based flavors
2. Red Velvet Cupcakery
 Advantages
a. Offers a variety of cupcakes (33% of their menu offering is similar to ours)
b. Cupcakes are priced lower than ours ($0.40 less per cupcake)
 Disadvantages
a. Does not offer sit-in or dining experiences (for immediate consumption)
b. Does not offer fresh brewed specialty coffees, teas, or alcoholic beverages
c. Cupcake menu is limited to traditional varieties

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 3. Baked & Wired
 Advantages
a. Offers a variety of desserts including cookies, cakes, brownies, pies , quiches and biscuits
b. Offers a variety of cupcakes (25% of their menu offering is similar to ours)
c. Brews fresh coffee and tea on-site
d. Cupcakes are priced at the same rate as ours
e. Offers and online store (market) with souvenir merchandise and snacks
 Disadvantages
a. Has a limited seating capacity (no more than twenty patrons)
b. Although, they have a variety of cupcakes, their offerings do not include exotic or alcohol-based flavors
c. Operating hours are shorter
4. Sprinkles
 Advantages
a. Offers cupcakes, cookies and ice cream
b. Will be unveiling a “Cupcake ATM” which instantly dispenses cupcakes from the store through a machine
that accepts all major credit/debit cards
c. Stores in 12 locations throughout the US
d. Owner is Candace Nelson, a judge on Cupcake Wars on the Food Network
e. Offers a sit-in dining experience for immediate consumption of goods
f. Offers cupcakes for dogs
g. Sells their own cupcake mix for at-home baking
 Disadvantages
a. Does not offer alcohol-based flavored cupcakes
b. Does not brew specialty coffees or teas on site and does not serve cocktails or fountain drinks
c. Cupcakes are priced higher ($0.10 higher per cupcake, $3 more per dozen)
Indirect Competitors:
1. Curbside Cupcakes
 Advantages
a. DC’s first mobile cupcakery (similar to a food truck except cupcakes are not baked on the truck) and
services our immediate area

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 b. Also offers a brick and mortar cupcakery within close proximity to our location
c. Offers a full menu including a variety of pastries, specialty coffees and teas and sandwiches
 Disadvantages
a. Brick and mortar location has a small seating capacity (no more than 20 patrons)
b. Does not offer alcohol-based flavored cupcakes
c. Operating hours are shorter

Competitive Advantages
Lyric is positioned to outperform its competitors for the following reasons:
Services in addition to our food and beverage products: Most cupcakeries only offer services related to their baking
(for instance their only services include online ordering, delivery or catering). The services that we will offer which
complement our food products include a variety of cupcake related classes. The classes will include cupcake decorating
classes, cupcake & art classes as well as cupcake and cocktail tastings
A venue designed to serve more patrons: Most cupcakeries have limited seating capacity, due to their bakery-style
floor plans. Our venue will be large enough to hold at least 50 patrons at a time, in addition to private rooms which can be
used for events such as the cake decorating classes, kids’ birthday parties with on-site dessert catering and informal
business meetings with on-site dessert catering. The entire venue can also be booked during non-peak hours for private
events.
Location, location, location: With the redevelopment of the Southwest Waterfront underway, Lyric is strategically
located to service the new residents and tourists who will frequent the area. Additionally, there aren’t any brick and mortar
cupcakeries in the SW quadrant of the city.
An inspiring and musical arts-infused atmosphere: We will not only serve our patrons delectable desserts, but we’ll
also tap into their musical energy by offering an in-house recording studio. The fully-operational studio will allow musical
patrons to rent the studio by the hour to lay down tracks and produce professional CD’s for distribution. Trained studio
engineers will privately manage each session.

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VI. Marketing Plan
Our marketing plan, included below, details our products and/or services, pricing and promotions plan.
Products, Services & Pricing
--Cupcakes
Description: Cupcakes will be baked fresh daily with gourmet themes baked on specific days of the week. Our varieties
will please kid and adult palettes with traditional and alcohol-based flavors. In addition, we will offer vegan and/or organic
options. Cupcakes are served as “one size fits all”
Benefits: Cupcake ingredients will be locally harvested and/or organic. The cupcake menu is specially designed
according to our target customer profile
Pricing: $3.65 per cupcake, $36 per dozen
Expected purchase frequency/quantity: Each customer will most likely order two cupcakes per visit; we expect catering
or special order customers to order at least two dozen
Strengths: Diverse cupcake flavors including sweet, savory, spicy, herbaceous, coffee-based and alcohol-based
Weaknesses: Cupcakes can be viewed as a trendy purchase or a “treat” item because of the high calorie count, which
limits the frequency or quantity of each transaction
Marketing strategy: To promote our cupcakes to the public, we will use traditional marketing strategies including digital,
print and radio advertising. We’ll also develop a blog that discusses how we come up with our flavors and shows daily
pictures of our cupcakes and the space being used by patrons. More creatively, we will host cupcake-themed events
including:
 Cupcake decorating (fee based): Patrons will come to our venue to learn how to decorate cupcakes using piping,
fondants, icing and edible decorations such as “glitter”. Cupcakes will be pre-baked to use as a blank canvas.
Customers will get to keep all of the cupcakes they decorate. The most accomplished student will receive a feature
on our blog and our professional decorators will remake their cupcake for display and sale.
 Cupcakes and art (fee based): Patrons will come to our venue to enjoy cupcakes while taking an art class that
teaches a variety of painting techniques. Each guest will receive a linen canvas, easel, paint palette and brushes. A
credible instructor will lead each course.

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  Cupcakes & Cocktails (fee based): It’s wine pairing with a twist. We’ll pair some of our signature cupcakes with
our signature drinks to create interesting culinary experiences. We’ll show our patrons how to mix cocktails for the
perfect sip and also how to elevate their flavor palettes with our signature and exotic cupcake varieties like an herb
and cheese cupcake, maple-bacon inspired cupcake, spicy cupcakes and more
--Frozen Drinks: Milkshakes & Smoothies
Description: Our milkshakes and smoothies can be completely customized to a customer’s palette by including a variety
of rich flavors and a multitude of toppings including fruits, nuts and cupcake crumbs. Customers will start off with a plain
“base” (vanilla, chocolate, strawberry or coffee-flavored ice cream or fresh fruit) and add toppings or “mixings” to
customize their frozen drinks.
Benefits: Frozen drinks will be served in three sizes: quarter note (small), half note (medium) whole note (large) and
flavors can be mixed and customized according to the customer’s taste preference
Pricing: Quarter Note: $3.10, Half Note: $3.85, Whole Note: $4.25
Expected purchase frequency/quantity: Each customer is expected to order one serving per visit (sizes will vary)
Strengths: Frozen drinks work with child and adult audiences. Customizing the flavors adds to Lyric’s ordering
experience and helps to facilitate a relationship with the customers. Milkshakes can be served independently of cupcakes,
or ordered as a “combo” paired with selected cupcakes to offer a unique culinary experience
Weaknesses: Like ice cream parlors or vendors, milkshakes can be very seasonal—experiencing sales peaks during the
spring and summer months. Therefore, our milkshakes product may see decrease in revenue during non-peak seasons
Marketing strategy: To promote our frozen drinks to the public, we’ll also host milkshake & smoothie happy hours where
we’ll provide samples of our varieties and offer frozen drink specials like specific flavor and toping combinations for a
discounted price. During our happy hour, we’ll offer pre-packed items for customers to take home. Our happy hour will be
promoted with a sidewalk chalkboard and a live DJ.
--Coffee & Tea
Description: Our coffees and teas will be supplied by fair trade farmers in order to support our mission of a sustainable
business. We will offer diverse flavors in caffeinated and decaffeinated options. All coffee and tea will be brewed fresh
daily and come with multiple flavoring add-ons including creams, liqueurs, liquor and sweeteners

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Benefits: By working with a coffee co-op and fair trade supplier our beverages are economically and environmentally
sound. Our coffees will be fresh ground and fresh brewed and we will serve a variety of loose tea blends to maximize the
richness of the flavors.
Pricing: Coffees and teas will be served with the same pricing model as our gelato: Quarter Note: $3.10, Half Note:
$3.85, Whole Note: $4.25. Add-ons can increase each price by $0.20 to $0.75 per add-on.
Expected purchase frequency/quantity: Each customer is expected to order one specialty serving per visit (sizes will
vary)
Strengths: Coffees and teas will be served by trained baristas who will customize each cup according to the customer’s
desire. Conventional coffee and tea (house blend) will have free refills (add-ons will be extra) while the customer stays on-
site
Weaknesses: The coffee market is very saturated, which makes Lyric a secondary coffee shop after the customer’s
“preferred” coffee shop. People will learn about and become loyal to our unique coffee experiences once they are on-site
and usually upon ordering one of our primary desserts versus being considered an “on-the-run” coffee shop.
Marketing strategy: To promote our coffee and tea to the public, we will use traditional marketing strategies including
digital, print and radio advertising. We’ll also hand-deliver coffee menus featuring promotional discounts, coupons and
“neighborhood favorites” to surrounding office spaces. We’ll offer a frequent buyer punch card, which provides a free cup
of coffee or tea after their seventh coffee/tea purchase (sit-in or to-go).
--Artistic Space (Recording Studio)
Description: A fully operational recording studio will be accessible for artists who wish to professional record tracks and
songs. Trained engineers will run the studio, which features professional-grade equipment. Artists will be allowed to bring
in their own tracks for mixing and finishing as well as bring in their own instruments (size restrictions due to space).
Benefits: By offering a professional studio for music artists, we are offering a unique proposition for our target customers
and reaching a different clientele. Since recording sessions are lengthy (typically three or more hours), artists will most
likely be purchasing items from our menu, especially since no outside food is allowed. Additionally, to prevent
overcrowding or long wait times, studio space must be reserved ahead of time and can only be used in four-hour blocks.
A non-refundable deposit is required to reserve the studio.

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Pricing: Rental rates are $115 per hour with a four-hour maximum and a one-hour minimum. A $75 non-refundable
deposit is required to reserve the space.
Expected purchase frequency/quantity: Each musical customer is expected to rent the space at least once per month
for a total of four hours
Strengths: The studio will be accessible during regular operating hours. Patrons will be allowed to order food from our full
menu during their recording sessions and have it delivered to them by our wait staff. No outside food is permitted during
usage of the recording studio.
Weaknesses: Recording studios are high maintenance when in use. And due to the equipment we plan to use, our
insurance rates may be higher than the insurance rates for regular lounges/taverns
Marketing strategy: To promote our studio space to the public, we will cross-market with local entertainment venues
(sporting, theatre, recreation) as well as local libraries. We’ll also host Karaoke sessions called “Amplified” where Karaoke
is taken to the next level. Karaoke participants will be able to go into the recording studio and attempt to “professionally”
cover a popular song (in three takes or less). The sessions will be recorded and streamed to customers in the venue for
entertainment. The sessions will be mixed to produce a final cut for purchase if the customer wants a souvenir of their
session. The Karaoke sessions will be advertised using social media.
--Intelligent Space (Business space)
Description: Our venue will have private rooms for informal business meetings or small parties. Each room will have
amenities including Wi-Fi, a projector screen, whiteboard, access to a wireless printer and a conference table with chairs
(can be removed for birthday parties and non-business related gatherings). The intelligent space should be able to
accommodate up to 10 guests (while using the conference table) or 30 guests (when not using the conference table).
Additionally, to prevent overcrowding or long wait times, intelligent space must be reserved ahead of time and can only be
used in four hour blocks. A minimum of four eight guests are required to reserve and use the space (this is not an
individual business/study space). A non-refundable deposit is required to reserve the space.
Benefits: This service is great for customers who are seeking impromptu space for casual meetings. Guests can choose
from our in-house fare for their food/drink options (no outside food is allowed). Additionally, to prevent overcrowding or
long wait times, intelligent space must be reserved ahead of time and can only be used in four hour blocks. A minimum of

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four eight guests are required to reserve and use the space (this is not an individual business/study space). A non-
refundable deposit is required to reserve the space. Non-profit organizations can receive a discount on space.
Pricing: Rental rates: $75 per hour with a one hour minimum and a four hour maximum. A $35 non-refundable deposit is
required to reserve the space.
Expected purchase frequency/quantity: Each intelligent space customer is expected to rent the space at least once per
month for a total of four hours
Strengths: The intelligent space will be accessible during regular operating hours. Patrons will be allowed to order food
from our full menu during their rentals and have it delivered to them by our wait staff. No outside food is permitted during
usage of the intelligent space.
Weaknesses: Intelligent space will not be soundproof, which means that noise from our regular customers may interfere
with our intelligent space users/
Marketing strategy: To promote our intelligent space to the public, we will send ads and post flyers in local business
offices, libraries, banks, condo/apartment buildings and churches. We’ll also create a Sweet Kidz Birthday Club, where
kids can sign up to receive a free cupcake or small milkshake on their birthday. This signing up for the birthday club also
gives parents a monthly newsletter with cupcake ideas sent via email and a reminder or promotion for hosting a kid’s
birthday party in our intelligent space.

VII. Operations Plan

Our Operations Plan details
1. The key day-to-day processes that our business performs to serve our customers
2. The key business milestones that our company expects to accomplish as we grow
Key Operational Processes
Culinary:
 Establishing long-term mutually beneficial relationships with local farms and supplies to get fresh ingredients
including dairy, eggs, fruits, nuts and honey

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  Creating a daily menu of offerings with cupcake selections based on our target customers’ behaviors, interests and
palettes
 Building unique culinary experiences by craftily combining our cupcakes with our beverages
 Freshly baking our products daily and offering three types of cupcakes, traditional, vegan and organic amongst our
flavor options
Customer Service:
 Reaching out to our target customers to let them know about our establishment; engaging them with purposeful but
respectful dialogue to learn of their interests, experiences and feedback with our establishment
 Consistently providing fresh products to our customers and courteously accepting complaints or concerns with a
positive attitude and willingness to improve
 Updating our menu selections and product offerings based on direct feedback from our customers and the proven
trends of our competitors
Sales:
 Building smart and strategic pricing structures that are aligned with our target customer’s profile and help us reach
our monthly, quarterly and annual sales goals
 Providing more than one way to shop by offering an online ordering process and phone ordering process in
addition to our brick and mortar ordering process
 Upselling customers once they are at the register to offer last minute or impulsive purchases that complement their
orders; generating incremental revenue based on upselling quotas
Marketing:
 Creating fun and innovative marketing strategies to lure in new customer and create repeat customers
 Setting ourselves apart from other cupcakeries by developing a unique and recognizable brand grabs the attention
of our target customers and creates a unique selling proposition that is contagious and intriguing
Management & Staff
 Regularly training our staff in areas including restaurant operations, sales, customer service, etiquette, barista
management, health & hygiene and areas of professional development

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  Building trusted, reliable, respected and courteous relationships between staff and managers and amongst staff
members
 Offering management training programs to tenured wait staff to encourage professional development and company
loyalty
Business Maintenance:
 Consistently receiving an A+ health inspection rating by the health department
 Maintaining all Certificates of Occupancy, permits, licenses (including liquor licenses) and insurances as required
by the District of Columbia
 Meeting or exceeding all sales quotas on a regular basis or developing new strategies to achieve the deliverable

VII. Management Team

Our management team has the experience and expertise to successfully execute our business plan.

Cortnie Lomax- Owner/ CEO--Cortnie has a BA and MBA in Entertainment and Business Management. She has an
educational and professional background in music, performance, music education, style and marketing. She is a lover of
the arts and culture. Cortnie has always envisioned bringing music to life in different forms to allow consumers to be
eclectic and enjoy the pleasures behind what music brings to them. Lyric is fueled by her passion for owning a business
that fuses all of her favorites in an intelligently artistic space.

Terry Tarbox- Cupcake Distributor/Baker—Terry is the part-owner of Simply Cakealicious, an award-winning private
mother-daughter business that has been providing batter-based desserts across the country. Simply Cakealicious is
passionate about baking and decorating. They can also provide exclusively designed desserts for Lyric featuring 3D
creations, multi-tiered cakes, photo-scanned edible images and more.

Antonio Woods - Studio Engineer-- Antonio Woods works as the Studio Engineer for BET Networks. He manages all of
BET’s main productions around the world. A graduate of Full Sail University with an MBA in studio engineering, he is
eager to work within his community and outside of BET's stage. Antonio’s expertise will allow our consumers and
community to have a top of the line studio experience while producing tracks and creating their professionally recorded
CD’s. He will be supported by equally qualified engineer, Nolvert Garcia.

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Cha Ross-Estee - Marketing and Promotions Manager-- Cha has been a popular marketing and promotions
professional in the Washington DC area as well as Dubai, Ghana, Vegas, NY, Miami, and LA for over 25 years. Cha
started out working in the government with a regular 9-5 office job when she realized that she wanted to branch out on her
own and make a name for herself. She has promoted and marketed weddings, boxing matches, and private/corporate
events/parties. She's up for any challenge. She creates a blueprint for how marketing and promoting businesses should
be. Her Rolodex of contacts are extensive which has provided and efficient and affluent means of communication around
the globe. She will take Lyric’s events and create a lasting memory. She is the perfect "frosting" to seal the deal.

Wait staff and baristas will be hired through employment and “now-hiring” events as a part of our marketing strategy.
The qualities of the individuals we seek to fill our wait staff and barista roles include:
 Age: 18 and older
 Gender: Male & Female
 Education level: High school graduate (some college coursework preferred)
 Language: English (primary) Spanish fluency is a plus
 Commuting distance: 30 minutes or less
 Availability: Various shifts ranging from 7:00 am opening to 11:00 pm closing
 Certifications: Food handling certification
 Experience: At least two years in a casual dining environment

Appendix II: Revenue Assumptions

Cupcake Assumptions

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 ANNUAL CUPCAKE ASSUMPTIONS
(YEAR ONE)
Units Sold (per year); $49,830.00

Year One Net Revenue;

$99,660.00

Direct costs per unit; $82,219.50 Price per unit; $181,879.50

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Coffee Assumptions

ANNUAL COFFEE ASSUMPTIONS

(YEAR ONE )

Units Sold (per year); $58,135.00

Year One Net Revenue;

$129,641.05

Price per unit (based on small

serving); $180,218.50
Direct costs per unit; $50,577.45

Art Space Assumptions

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 ANNUAL ART SPACE ASSUMPTIONS
(YEAR ONE)

Units Sold (per year); $498.00

Year One Net Revenue;
$19,920.00

Price per unit (based on hourly

rental); $57,270.00

Direct costs per unit; $37,350.00

Intelligent Space Assumptions

Lyric Coffee & Gelato Bar Executive Summary Page 20 of 20

 ANNUAL INTELLIGENT SPACE ASSUMPTIONS
(YEAR ONE)
Units Sold (per year); $215.00

Year One Net Revenue; $11,825.00

Price per unit (based on hourly rental);

$16,125.00

Direct costs per unit; $4,300.00

Lyric Coffee & Gelato Bar Executive Summary Page 21 of 20