Diet 101

Executive Summary
Who We Are
Diet-101 is a startup specialty healthy fast food outlet to be launched during first half of this year. It will sell a wide menu of breakfast and meal items to customers including medium- and high-income commuters and residents of the city with special emphasis on promoting healthy and well-balanced diet options. Diet-101 is established as a limited liability company owned by its three co-founders. The oulets will be managed and directed by Anita , a veteran nutritionist and business woman with 15 years of experience in fast food industry, and Eryka Auroch, an experienced retail food-service manager. Auroch will serve as the company's CEO and Suidae as the company's COO.

What We Sell
For the convenience of our customers, D101 will offer not only the nutritious and balanced meal options but also quickest possible take-aways to them. D101 principally will provide takeaways in the following combinations: 1. 2. 3. 4. Kick start Breakfast range Basic Brunch range Lively Lunch menus Whole day Wholesome Packs

Along with fresh crunchy food items, we will also provide supplementary items like packed nuts, yoghurt, smoothies and freshly squeezed juices with our menus.

Who We Sell To
Diet 101 will focus on travelling professionals with hectic schedules. Those trying to strike a balance between the demands of their careers, personal lives and their health.
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Diet 101

Our most important group of customers are those who do not have as much time as they desire to invest in preparing fresh and healthy home-made meals and are willing to seek additional help regardless of costs. Five years ago, nutritious fast food junctions were not available in the city. Today, there are many such ventures seen which still fail to meet the needs of certain class of busy customers who wish to stay on top of their healthy selves.

Financial Summary
The business will need substantial start-up capital. It is expected that a good portion of that amount will be secured through long term loan financing and remaining will be self funded by the co-founders. Sales are expected to start conservatively the first year and increase steadily through the third year of operations. Operating income will pay back the start-up loan over a seven year amortization. Inventory Turnover ratios are predicted to be in excess of 4.3. The goal will be to get this ratio to exceed 5.0. To do that D101 will be required to purchase smartly and drive sales. Cash will be retained in the business to cover cash operating needs as well as future expansion of other D101's locations. After the first year of operations, it is expected that D101 will be able to trim expenses in the business as efficiency, experience, and knowledge work together and help the business operate better. Estimates are extremely conservative in the budgeting process.

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Diet 101

Business Description
Background
Company Core Principles
This generation could very easily be recognized by its passion and constant struggle to attain their best possible healthy and youthful stature. Nutritious food along with appropriately designed exercise regimen is the only answer to achieve such idealistic state. “Diet 101” is an aspiration to provide the target customers with the perfect meal/snack/fast food options which would not only promote healthy lifestyle but will also encourage them to adopt a more active and enthusiastic approach towards their day to day tasks, ultimately contributing towards guiding every customer to attain his/her desired self. We wish to see our customers to confidently start with their dream diet and gradually obtain their confidence to make them return with more and more potential customers. With our thorough research and understanding of today’s average young and working professionals’ needs, we are positive to achieve our goals in less than 2 years.

Company Overview
Ours is a group of experienced and motivated professionals who have come together with a single aim of promoting a brand called healthy eating. Our partners are a perfect blend of professional, passionate and determined personnels with each having a background of successful operational planning and execution. Our operational head Ms. Anaida Mehta studied nutrition at graduate level and then went on to get a training in hospitality management. She has immense experience in restaurants business with passion for promoting healthy and nutritional food alternatives to match the needs of today's generation. Mr. Julian Fernando and Mr.

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Diet 101

Akshay Seth both have remarkable experience in restaurant business as Chief Managers. They bring realistic innovativeness to D101's personality. Our menu is our USP and our chefs are our pride. It is our promise to our customers to provide them with wholesome and completely nutritious food with as many creative options as possible. Our sections called "Wholesome for wholeday" and "Make-mymeal" will give us an edge over our competitors. All our recipes are prepared based on expert advice of accomplished nutritionists from various parts of world. We believe our relationship with our potential customers is our key to attain our set goals and that is why we, at D101! invest in gaining customer satisfaction at any cost. While we aim to provide our customers with healthy food, our true purpose lies in making them feel good about their eating habits, which is rarely observed in today's time. All the profits that we make would be invested in achieving higher standards for our customers along with contribution towards improving the eating habits of as many people as possible by our versatile advertising campaigns and virtual media adverts. We seek to achieve complete customer satisfaction, especially in these turbulent times when the context of which is constantly shifting.

Start-up Plan
The venture will start off as a sole proprietorship of the co-founders Ms. Anaida Mehta Mr. Julian Fernando and Mr. Akshay Seth. Anaida will be the chief manager and will focus on obtaining key customers and media attention. Julian and Akshay will focus on the operational and set-up related issues, including ambience creativity and employee recruitment and training. Julian has an experience of 8.5 years in hospitality industry as a Head Manager, while Akshay has worked in sales and marketing management section of restaurant business for more than 5 years. This particular pool of apt skills and experience will ensure flawless initiation and retention of the proposed plan.

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Diet 101

Business goals
The initial management team consists of Anaida M., General Manager, Julian F., Operations Head, and Akshay S., Creative Director. Anaida M., Genral Manager is one of the co-founders, Responsibilities include but are not limited to: • Manage 3 Assistant Managers • Ensure Occupational Safety and Health Act, local health and safety codes, and company safety and security policy are met • Control Profit & Loss (i.e., plan attainment) by following cash control/security procedures, maintaining inventory, managing labor, reviewing financial reports, and taking appropriate actions • Recruit, interview, and hire team members; conduct performance appraisals, take discipline action, motivate and train • Ensure maintenance of equipment, facility, and grounds through the use of a Preventative Maintenance Plan based on Company Standards • Ensure food quality and 100% customer satisfaction • Ensure complete and timely execution of corporate & local marketing programs by close co-ordination with sales and marketing management. • Ensure a safe working and customer experience environment by facilitating safe work behaviors of the team • Taking responsibility for the business performance of the restaurant; • Analysing and planning restaurant sales levels and profitability; • Work closely with the management to build up the reputation and enhance the image of Banana Tree Restaurants by consistently performing to the high standards set by the group.

Julian F, Assistant Manager/Operations head, another co-founder. Responsibilities include but are not limited to:
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• Planning and coordinating menus in constant Co-ordination with Kitchen Manager • Have in-depth knowledge of all menus. • Creating and executing plans for department sales. • Drive the development of on-line sales and marketing activity through our own web sites. dealing with customer complaints. ordering food and supplies. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. • Co-ordinate food and beverage in line with special events.Diet 101 • Control day-to-day operations by scheduling labor. • Creatively manage and invent new and catchy healthy eating related posters for display each day. profit and staff development. and developing the restaurant team • Preparing reports at the end of the shift/week. Sales and Marketing head. • Ensuring department hits revenue budget. • Plan and execute sales and marketing activity centrally on behalf of the restaurant. 6 CONFIDENTIAL . . food control and sales. • Monitor the activities and performance of receptionist/host and supervise the waiters and bus persons along with other managers. • Monitor budgeted spend of local activity. also is the co-founder. His key responsibilities include but are not limited to: • Work with the teams to agree their individual sales and marketing plans. Akshay S. including staff control. • Setting budgets and/or agreeing them with senior management. present a positive image to all guests and other duties to be confirmed. This business plan contains confidential. advising customers on meal selection.DO NOT DISSEMINATE. • Establish reporting processes to monitor activity and outputs of sales and marketing actions.

• Provide routine reporting on site activity.about.Diet 101 • Build Plums customer and travel trade databases to facilitate direct marketing activity. . • Build sales and marketing plans (pre-opening and post-opening) for new projects. 7 CONFIDENTIAL . • Manage the central sales and marketing budget. • Execute the plans and support the recruitment and training of sales and marketing personnel and support agencies. Products and Services Products and Services Product Range and description http://sbinformation. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. • Co-ordinate with the local sales teams to ensure a coordinated approach.htm http://weightloss. • Monitor and support hotel and hostel teams in delivering their sales and marketing plans. • Manage third party agencies undertaking sales and marketing activity.com/od/diningout/a/foodcourt.about.htm Offering customers with quick and wholesome meal options is the integral business goal of D101. This business plan contains confidential. • Train and develop key personnel in sales and marketing best practice.DO NOT DISSEMINATE. • Attend and network in industry sectors likely to generate new and additional business into Plums properties. • Build direct relationships with the travel trade leisure sector and national accounts that will drive business into the hotels and hostels.com/od/businessplans/a/How-To-Write-The-ProductsServices-Section.

Sandwich series (Out of 6 exquisitely healthy varieties in veg and non-veg options) 2. It will include following meal options on the go: 1. Kick start Breakfast range Basic Brunch range Lively Lunch menus Whole day Wholesome Packs Kick start Breakfast range will include following meal items served as a wholesome morning meal: 1. This business plan contains confidential. Soup and Salad Mix Soup and Sandwich Mix Sandwich with supplementary recipes of choice Pasta and Noodle varieties. Chicken spread meal 3.DO NOT DISSEMINATE. Lively Lunch Range will be comprised of unique meal combinations providing customers with new and exciting meal options: 1. . Salad Series 4. 4. 4. 3. 3. Light meals (Combination of freshly prepared meal options) [Fruit (Seasonal and optional). trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.Diet 101 D101 principally will provide takeaways in the following combinations: 1. Salad Meal with complementary side snack 4. Combination feast (Selected and nutritionally weighed combination of English meals) 2. Traditional English meal with wholesome twist 8 CONFIDENTIAL . Selected dry nut pack will be the part of every KSBreakfast range] Basic Brunch Range will cater to a group of potential customers that prefer taking a single big meal to start their day a little later than usual. Soup Series 3. 2. 2.

When asked what factors. Features and Benefits Features: Knowledge. beside cost. Further development in the product will occur accordingly after consultation with our panel of nutritionists. At D101 what we do is carefully assemble the most appropriate food items (providing recommended daily nutrient allowances) and serve them to our customers in the form of various uniquely combined breakfast and meal options. while consumers in the US and China cite taste.” 43% cite taste. The goal is to fill the gap between easily available fast food which is most frequently unhealthy and the mundane salads which are hardly appetite friendly.marketingcharts. Consumers in Germany. taste and availability are key barriers to healthier eating. 9 CONFIDENTIAL . The top barrier in the UK is availability. is aspired to try and transform the conventional eating habits of the target population and therefore will be priced at half during the first three months of the launch to assess the response. 44% of consumers cite “knowing what’s truly healthy. (http://www. . and 35% cite availability. This business plan contains confidential.DO NOT DISSEMINATE.com/uncategorized/food-brands-losing-relevance-asconsumers-demand-healthier-safer-choices-6601/) 1. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. This particular section of products and services offered by D101.Diet 101 Whole day Wholesome ! is specifically launched for routine busy schedules of most middle and upper middle class professionals as well as students with busy terms. our passion for providing today's consumers with healthy and fresh food with local identifiable ingredients sets us apart from the fierce competition in this market. Argentina and China are more likely to cite knowledge as a barrier. D101 invests 40% of its R&D in analysing such gaps and creating appropriate demand in the market. prevent them from buying healthier foods. Fast-served nutritionally balanced fast food: Although D101 menu features some of the easily available and simple meal options.

Motivation Beliefs and Perceptions Personal characteristics Knowledge of correct nutrition (http://www. 4. . Students (School and University) Office workers/Job holders/Other Professionals Shoppers Tourists 10 CONFIDENTIAL .DO NOT DISSEMINATE. 2. This business plan contains confidential.gov/pubmed/3765874) Based on above basic customer identification standards. 4. 2. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.aspx) (http://www. 3. Occupation Lifestyle choices (that reflects frequency of fast food consumption) Income groups Geographic Location Psychographics: 1. 2. 3. 3. This particular group comprise of following demographic consumers: 1.org/en/resource-center/customer-profile.ncbi.nlm.nih.Diet 101 Business Opportunities Potential Customers D101 aims to serve a wide consumer group which is classified into further subgroups based on the following benchmarks: Demographics: 1. D101's primary target customer include fast paced commuter. medium to high income earner with the healthy and fresh lifestyle orientation.entrepreneurship. 4.

This business plan contains confidential. franchisee customers looking for a self-employment opportunity providing good income relative to the hours worked will be targeted. Food for Thought 11 CONFIDENTIAL . we propose to enter city's major shopping centres as well as the business sectors. London Bridge and other major stations on metropolitan and Hammersmith and city lines. Victoria. During the second phase of the business venture shortly after brand awareness. The central idea is to help customers create recountable healthy and thus satisfying fast food experience. students and shoppers. Canary Wharf. Leon 2. we plan to position our outlets at London's busiest tube stations including Waterloo. Geographic Area Our principle target customer base is recognised as a fast paced daily commuter including office workers. As a part of the expansion project. King's Cross. Competitor Profile When measuring head-to-head. we also aim to reach other big metropolitan cities in the country. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. . The profile will further extend by serving the customers from other sections of the society by encouraging existing customers to spread D101's mission and achieve as many customer base as possible through rigorous and proactive healthy eating campaigns and adverts.DO NOT DISSEMINATE. there are a variety of healthy fast food providers currently operating in the market including: 1. direct competitors. However. as a part of D101's quick growth plans.Diet 101 The first phase of the business plan is about growing brand awareness quickly with customers of this profile. Oxford's Circus. it is found that there are very few healthy fast food providers with another primary objective of providing it with nutrilabels and whole day meal packages. After conducting secondary research on average number of Londoners using tubes as their major transport. With our franchising activities.

. McDonald's. well established fast food joints (Pizza hut. 7. The very concept of daily nutrition requirement based healthy snack is new in this fierce market of healthy fast food providers. 4. 9. 5. The D101 knows that once it has entered the market and established a presence. Fine dine restaurants and convenience food products (cereals.DO NOT DISSEMINATE. 6.Diet 101 3. Pret-e-manger and others). Burger King.lifeandhealth) Competitive edge: • Diet 101 is designed to meet today's generation's increasingly health conscious needs.co. • Free current diet check handbook and suggestions on nutritionist recommended food items and daily diet regimen. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. cereal bars and the likes).uk/news/2006/apr/26/food. . others will try to follow. Following is the comprehensive SWOT analysis of Diet 101 which carefully assesses the competitive comparison and highlights our competitive edge: Other Competition: Indirect CompetitionSame customer group may also be influenced to opt for other competitors based on various transforming customer behaviours.guardian. Casse Croute Degustibus The Kebab Kid Konstam Meds The Place Below Planet Organic (http://www. we believe that the corporate missions and even the 12 CONFIDENTIAL . • Creative and authentic approach towards creating brand image and brand value. 8. However. We thus identify and monitor such indirect competitors viz. This business plan contains confidential. • We take pride in introducing nutritionist recommended food items to our target customers on the everyday basis.

DO NOT DISSEMINATE. service. 13 CONFIDENTIAL . locations. • Initiate the process of redefine the concept of fast food into a nutritionally rich food on-the-go by stressing on health and nutrition as a way of life. In order to capitalize on D101's core competency in healthy fast food industry. Those needs could include additional popular food items and locations in the future and an expansion of our culture into other health related businesses. • Expand the brand through franchising in other big metropolitan cities. This business plan contains confidential.Diet 101 organizational design will be imitated. • Provide every first time customer with free "Diet Check" handbook to create awareness about D101's core principles. but never duplicated. Within 3 years: • Add fitness related amenities to the premises starting with "Physique booth" • Enhance customer knowledge on nutrition via health related tips as a part of the D101's ambience. Future Products and Services In year 1: • Make our "Wholesome for whole day" meal a household name and strive to earn strong and loyal customer base through authenticity. D101 will constantly evaluate its products. and corporate missions to ensure that it remains a leader in this venture. • Consistently evaluate the customer needs and product supply relationship and apply outcomes accordingly. • Market niche identification and creation of new customer group. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. . the company will focus its efforts in this arena during the first few years. We will listen to customers to further understand what other needs are not being met.

" D101's greatest concentration will be on commuters heading to or from work. Commuters are defined as any one or more individuals in any transport vehicles travelling from point "A" to point "B. . healthy. the positioning will start from the busiest tube stations and gradually according to the trends in target customer dispositions and behaviours. This business plan contains confidential. our strategy is to gauge our customers needs and provide spot on service with focus on promoting healthy eating habits.DO NOT DISSEMINATE. our market segments are identifiable in this particular crowd. D101 has two integral competencies to namely quick service to the daily commuters and redefined healthy food options to the diet conscious shoppers and/or vacationers. London's tube network is one of the strongest in the world and as a prime server to the city's daily commuters. Therefore.Diet 101 Marketing Strategy Market overview Jaynie L." The D101 will focus on two different market segments: Commuters and diet conscious shoppers and vacationers.they would have complete competitive advantage in a new niche.but healthy food that tastes wonderful -. and I don't just mean healthy food that tastes bad (like junky iceberg lettuce) . And there is a niche completely unserved out there in the fast food market. Smith (Creating Competitive Advantage. D101's products are especially designed for a group of fast paced daily commuters as well as fitness conscious genera of this generation. 2006) states that "If someone would create a chain with healthy food. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. To access both of these markets. 14 CONFIDENTIAL . cheap and quality food items that will help add value to creating a unique customer experience. Market needs Customer needs across the two segments described in potential customers section are similar in the sense that each customer segment seeks quickly available. or those out on their lunch break.

Therefore.DO NOT DISSEMINATE. freshest. In addition. D101 seeks to serve this very minute yet significant gap in the market by means of unique fresh food dispensing protocol.consumers want a reliable and authentic easily accessible fast food provider whom they can trust to be their partner in establishing an improved healthy lifestyle. the market needs of the target segment are straightforward. Which is what makes D101 unique. healthiest food.Diet 101 In this seemingly self sufficient city with millions of fast food outlets available at every corner. Creativity and flawless customer communication is paramount to achieve this vision. nutritious. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. A good word from our existing customers will be our strongest strategy. Teach a person to sow seeds and they will live for a lifetime. affordable and high quality food is still unavailable to all those fitness conscious young as well as middle-aged consumer groups. We realise that this generation relies on nothing but facts and authenticity to make their buying decisions and therefore we plan to generate a customer to customer marketing flow. This business plan contains confidential. Marketing plan Overview Our marketing strategy is a simple one: satisfied customers are our best marketing tool. When a customer leaves our junction with satisfaction about our service will stand on its own. we will carry out advertising campaigns (both web-based and direct) as a part of targeted marketing process. convenient. . After carrying out a series of secondary market research activities. to the very people who need it. 15 CONFIDENTIAL . But not if they don’t have the minutes to spare. bringing the fastest. we have detected a gap in this market for products like ours and we can safely assume that our selected target customers are excited about our plans.

Unlike our competitors ours will be a reasonably quick service with a comparatively better nutritionally satisfying experience. Our target customers also include professionals on lunch breaks along with people looking for a perfect nutritious food item after evening activities like gym and shopping.Diet 101 The main purpose of marketing plan is to achieve promotion of healthy lifestyle to our target customers. to which affect we plan to observe certain authentic means of dedicated communication to enable flawless understanding of our motto and business objectives Following are the objectives which are outlined to be accomplished through the respective marketing strategies that are discussed in detail in the following sections: 1. . Target message to the right audience: Positioning We are those convenient and affordable fast food providers that aim to accompany our target customers on their long awaited journey towards achieving a healthy eating habits in their busy demanding lifestyle.They cannot be so expensive that we are competing with high-end diners who 16 CONFIDENTIAL . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.DO NOT DISSEMINATE. Differentiation from competitors: 2. Pricing Because of the competitive local fast food market. Ours is one of its kind venture that aspires to promote healthy lifestyle by providing a redefined concept of fast food items which are most naturally and wholesomely prepared and packaged in a creative and eco-friendly manner. D101 is the ultimate junction for busy commuters in the most busiest areas of London city that will constitute office workers and students who most frequently than ever miss their breakfast and always struggle to find a healthy snack to start their day. we walk a fine line in pricing our meals. This business plan contains confidential. Communication to the target consumers: 3.

nutritious and attractive fruit. but at the same time we must cover our operating expenses. Promotion will be initially spearheaded by public relations because of its low cost. . Obviously.authenticpromotion. then management will consider a rise in overall prises to reflect our established unique position.html). D101 wants to touch every customer every day in the similar fashion. Its appearance as well as its contents benefit the world. Our target customer being the busiest commuter in the city. overheads and pay for our small staff. Saying that. we plan to approach them with the same speed and specificity. since D101 adheres to higher quality standards. our breakfast items would sell for approximately 3-4 pounds per item while brunch items remain within 4-6 pounds range.com/pricing-strategies/pricing-strategy-matrix. Our operational team has worked exceptionally on making our 17 CONFIDENTIAL . Our Wholesome for whole day packages serve as an important link to achieve our business purpose which will therefore be priced at a little higher end between 7-10 pounds. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. That is why the use of the cherry lends itself to being the corporate identifier. Promotion Relationships are key to success in this business. A great customer experience is what we count upon to promote our motto. Distinctive ambience : D101 is using the most simplest yet sophisticated places to serve as its facilities. Our print advertisements will first appear all over London's tube stations and trains. Both of our breakfast and brunch items will include a pack of supplementary items to provide a balanced meal. This is typical within the industry and can create higher margins. Distribution Distinctive logo: "Cherry" is a very fresh. and then through advertising once the company begins to increase cash flow to an acceptable figure.Diet 101 have professional chefs planning their menus. According to D101's pricing strategy based on price-value matrix (https://www. This business plan contains confidential. the price of our meals is slightly higher than the market average. It D101 is able to capture a significant number of newer customers.DO NOT DISSEMINATE.

Diet 101 customers feel as close to nature as possible while they spend time receiving service from us. Advertising and promotion: In the first year. The D101 will double its advertising and promotion budget. In the third year. with particular emphasis on announcing these openings and all the other locations. after the generating enough background curiosity. The D101 plans to spend moderately on advertising and promotion. but D101 feels the exposure will come from publicity and promotion. so most of the funds will be spent on creating a value for healthy eating habits by asking our nutritionists to provide interviews on exact idea of D101 to reach our target consumers. In the second year. since it will need to promote several locations.DO NOT DISSEMINATE. . This would not be considered a serious advertising budget for any business. This business plan contains confidential. D101 will continue to use publicity as a key component of the marketing program. The D10 is increasing the budget. 18 CONFIDENTIAL . D101 also believes that word-of-mouth advertising and free smoothie coupons will be better ways to drive people to the first and second locations. with the program beginning in April. with the majority of the advertising budget being spent on radio and posters. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

The General Manager and COO will be primarily compensated through profits.000 £30.000 £10.000 £24.000 £15.000 £15.000 £30.Diet 101 Business Operations Corporation chart (Key Personnels) Personnel Table FY2013 General Manager Assistant Manager (Operations) Sales and Marketing Manager Head Chef Assistant chef Customer service provider £30. but the positions will be systematized to an extent that this does not disrupt the business.000 £10.000 FY2014 £30.000 £10. Milestones Milestones reflect critical dates for launching the first official advertising campaigns. This business plan contains confidential.000 £30.000 FY2015 £30. The D101 also defines our break-even month.000 £30.000 £30. and other key markers that will help us measure our success in time and accomplishment.000 £15. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. It is expected that lower-level staff may turn over.000 £30.000 £24.000 £139. as well as deployment of the mobile units. introducing our business goals . 19 CONFIDENTIAL . our website launch and subsequent customer interaction events. .000 About the Personnel Plan The personnel forecast reflects modest raises for all staff each year.000 £24.000 Total £139.000 £139.DO NOT DISSEMINATE.

500 7.000 27.000 70.000 40.000 £245.000 FY2014 FY2015 20 CONFIDENTIAL .00 £3.000 8.50 £4. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 10.000 £135.000 30. .500 £123.00 33.50 £4.50 £4.000 30.50 £4.50 £5.750 £175.DO NOT DISSEMINATE.50 £4.000 £180. This business plan contains confidential.500 50.000 60.50 £5.00 £3.900 25.Diet 101 Finances Sales Forecast Sales Forecast Table FY2013 Unit Sales Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Price Per Unit Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Sales Kickstart breakfast Brunch basket £115.50 £4.000 £3.50 £5.

750 £23.000 £240.700 £51.00 £2.50 £3.00 £2.50 £3.450 £102. .00 £2.000 £55.000 £330.000 £384. This business plan contains confidential.000 46% 21 CONFIDENTIAL .700 £44.000 £100.000 £474.000 £215.00 £2.000 £60.00 £2.000 £120. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.DO NOT DISSEMINATE.00 £2.000 £75.000 £68.000 £30.000 £120.000 £2.450 £175.000 45% £140.250 46% £100.000 £720.50 £3.00 £2.Diet 101 Wholesome whole day Anytime takeway Total Sales Direct Cost Per Unit Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Direct Cost Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Total Direct Cost Gross Margin Gross Margin % £43.00 £2.000 £390.000 £259.00 £66.000 £24.000 £209.

Their cost of sales will be 60% of sales. Wholesome meals are more expensive to provide. with a 100% markup over cost. .DO NOT DISSEMINATE. Retail sales will be the greatest driver of sales growth and represents the best margins for the business. 22 CONFIDENTIAL . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.Diet 101 Sales by Month About the Sales Forecast The sales forecast represents the business scaling up sales quickly in the first year as the community recognizes the high quality of its products and as in-roads are made with the dozens of shopping complexes. but will provide a vital line of business that will encourage high-income customers to use the outlet. This business plan contains confidential.

This category. will represent a larger portion of sales. as customers will see it as a mark of quality.DO NOT DISSEMINATE. The presence of the outlet and the brand name it establishes will allow the city's critics and nutritionists to advertise the fact that they purchase their nutritious meals from D101 without any fear.Diet 101 Products sold to target customers will be sold at lower rates. but costs will also be reduced through bulk ordering and the ease of working with businesses in an ongoing way. 23 CONFIDENTIAL . This business plan contains confidential. . including both breakfast and anytime meal areas. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. The cost of sales to businesses will be 60% as well.

000 £537.800) 24 CONFIDENTIAL .700 £209.000 £390.850) £139.000 £27.000 £2.000 £27. This business plan contains confidential.000 £120.000 £180.000 £177.000 £60.000 £541.000 £60.000 45% FY2015 £720.800) £139.800 £12.000 46% £384.000 £330.Diet 101 Projected Profit and Loss Statement Projected Profit and Loss Statement FY2013 Income Direct Cost Gross Margin Gross Margin % Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses Operating Income £139.800 £13.000 £27. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £180.000 £2. FY2014 £474.000 £2.100 (£361.000 £215.000 £60.450 £175.800 £11.000 £120.000 £259.800 (£325.800 (£211.300 £120.000 £540.250 46% .DO NOT DISSEMINATE.

800) (31%) Gross Margin by Year 25 CONFIDENTIAL .Diet 101 Interest Incurred Depreciation and Amortization Income Taxes Net Profit Net Profit/Sales £0 £12.DO NOT DISSEMINATE.800) (71%) £0 £12. This business plan contains confidential.000 £0 (£373.000 £0 (£337. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £0 (£223.850) (97%) £0 £12. .

Diet 101 About the Projected Profit and Loss Statement The company generates a profit as sales revenue gets above the break-even line.DO NOT DISSEMINATE. The growth in revenues will offset this drop in gross margin and produce steady growth in net profit. We expect minimum profits during the first year as this is a start-up venture. This business plan contains confidential. Interest expense is also a large line item that diminishes over time. but is a necessary expense on the front end of the business. 26 CONFIDENTIAL . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. A push on sales will be very important in generating bottom line profits. . however after our first year in the market with experience and customer feedback. we anticipate a steep rise in sales and thus profits.

000 3.000 2.000 800 3.500 2.00 2.500 700 2.00 £3. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.50 £5.50 £4.Diet 101 Monthly Financial Details Sales Forecast Table (With Monthly Detail) FY2013 Unit Sales Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Price Per Unit Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Sales £3.000 2.00 £3.00 £3.DO NOT DISSEMINATE.50 £4.50 £4.50 £4.000 1.50 £4.50 £4.00 £3.50 £4.00 £3.50 £4.000 2.000 600 2.50 £5.50 £5.000 2.000 700 2.000 600 2.50 £5.50 £4.00 £3.50 £4.000 3.50 £5.50 £4.000 2.50 £5.000 3.00 £3.50 £4.000 700 2.50 £4.00 £3.500 3.50 £5.000 1.50 £4.500 500 1.500 3.500 500 1.000 Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 27 CONFIDENTIAL . .00 £3.50 £4.000 2.000 2.500 2.50 £4.50 £4.000 1.50 £5.50 £5.50 £4.50 £5. This business plan contains confidential.500 500 1.50 £4.500 3.500 2.50 £4.50 £5.000 800 3.50 £4.50 £5.00 £3.50 £4.500 700 2.50 £4.50 £4.500 3.500 3.000 800 3.00 £3.500 3.000 3.

000 £7.250 £13.50 £3.000 £2.250 £13.250 £3.50 £3.00 £2. This business plan contains confidential.750 £2.00 £2.00 £2.850 £10.000 £5.00 £2.000 £35.00 £2.250 £3.250 £2.800 £5.000 £3. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £7.850 £12.850 £8.400 28 CONFIDENTIAL .00 £2.00 £2.000 £3.600 £10.000 £7.00 £2.00 £2.300 £8.400 £12.500 £11.00 £2.00 £2.00 £2.250 £13.50 £3.00 £2.750 £1.50 £3.600 £10.500 £4.500 £2.000 £6.750 £4.000 £5.500 £7.750 £4.750 £4.50 £3.00 £2.000 £29.750 £9.000 £5.100 £6.00 £2.850 £10.400 £12.600 £10.000 £20.150 £12.000 £29.00 £2.250 £2.500 £4.50 £3.300 £8.050 £8.DO NOT DISSEMINATE.050 £8.50 £3.100 £6.00 £2.000 £6.800 £5.750 £1.000 £35.50 £3.000 £42.500 £3.000 £6.000 £29.750 £2.50 £3.00 £2.400 £12.000 £3.750 £2.000 £3.500 £13.500 £2.500 £4.50 £3.000 £3.000 £20.000 £7.000 £20.500 £2.000 £1.150 £2.500 £4.Diet 101 Kickstart breakfast Brunch basket Wholesome whole day Anytime takeaway Total Sales Direct Cost Per Unit Kickstart breakfast Brunch basket Wholesome whole day Anytime takeaway Direct Cost Kickstart breakfast Brunch basket Wholesome whole day £7.00 £2.00 £2.500 £4.500 £5.750 £9.100 £7.000 £3.500 £11.500 £2.100 £6.000 £6.00 £2.00 £2.00 £2.00 £2.400 £7.00 £2.00 £2.00 £2.00 £2.750 £9.150 £12. .750 £1.400 £7.00 £2.500 £8.00 £2.000 £42.000 £37.000 £42.00 £2.00 £4.500 £7.00 £2.00 £2.850 £10.000 £6.50 £3.00 £2.50 £3.00 £2.000 £1.

100 £13.Diet 101 Anytime takeaway Total Direct Cost Gross Margin Gross Margin % £2.250 46% £6.250 46% £4.250 46% £5.000 £11.250 46% 29 CONFIDENTIAL .250 46% £6.000 £19.000 £16.350 £16.000 £15.800 £13.900 £19.DO NOT DISSEMINATE.000 £11.250 £9.250 £9.000 £11. .250 45% £2.000 £22.250 46% £4.000 £22. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.900 £19.500 46% £5.350 £16.000 £20.800 £13.000 £15.000 £22.900 £19.250 45% £4.600 £17.250 46% £6.250 46% £5. This business plan contains confidential.250 £9.000 £19.250 45% £2.

000 £240.000 30. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.900 25.500 7.000 £120.500 £123.000 70.000 £720.DO NOT DISSEMINATE.00 £2.000 £384.50 £4.50 £3.00 £3.50 £4.50 £4. This business plan contains confidential. .Diet 101 FY2013 Unit Sales Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Price Per Unit Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Sales Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Total Sales Direct Cost Per Unit Kickstart breakfast Brunch basket Wholesome whole day £2.750 £43.50 £5.50 £4.000 60.700 £3.50 £5.000 40.00 £175.00 33.000 27.000 £55.50 £5.000 £180.000 £44.00 £2.00 £115.000 £3.000 30.00 30 CONFIDENTIAL .50 £3.50 £4.000 £474.00 £2.000 £2.500 FY2014 FY2015 50.50 £4.50 £3.00 £2.000 10.450 £102.000 £245.000 8.000 £135.

450 £175.00 £2.000 £209.250 46% £100.000 £259.DO NOT DISSEMINATE. .000 £30.000 £120.00 £2.00 £66.000 £100.000 £60.000 £24.000 £215.000 £75.000 £68. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £330.Diet 101 Anytime takeway Direct Cost Kickstart breakfast Brunch basket Wholesome whole day Anytime takeway Total Direct Cost Gross Margin Gross Margin % £2.700 £51.000 46% 31 CONFIDENTIAL .000 45% £140.000 £390. This business plan contains confidential.750 £23.

500 £1.500 £1.500 £1.250 £2.583 £833 £11.500 £1.000 £2.000 £2. This business plan contains confidential.500 Sep '12 £2.250 £2.250 £2.500 £2.500 Jan '13 £2.500 May '12 £2.000 £2. .500 Dec '12 £2.000 £2.500 £2.500 £2.250 £2.500 £2.500 £1.Diet 101 Personnel Table (With Monthly Detail) FY2013 General Manager Assistant Manager (Operations) Sales and Marketing Manager Head Chef Assistant chef Customer service provider Total Apr '12 £2.000 £2.500 £2.000 £2.500 £1. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.583 £833 £11.583 £834 £11.250 £2.250 £2.000 £2.500 Jul '12 £2.250 £2.250 £2.500 £1.500 Aug '12 £2.500 £1.250 £2.583 £833 £11.583 £833 £11.500 Nov '12 £2.500 £2.500 £1.500 £2.000 £2.DO NOT DISSEMINATE.584 £834 £11.584 32 CONFIDENTIAL .250 £833 £11.500 £2.500 Mar '13 £2.583 £833 £11.583 £833 £11.500 £2.500 Feb '13 £2.584 £834 £11.500 £1.500 £2.500 £2.250 £2.500 £2.500 £1.000 £2.000 £2.584 £834 £11.250 £2.500 £2.000 £2.500 Jun '12 £2.500 £1.000 £2.500 Oct '12 £2.583 £833 £11.

000 £139.000 33 CONFIDENTIAL .000 £30.000 £30.000 £139.000 £30. This business plan contains confidential.000 £15.DO NOT DISSEMINATE.000 £10.000 £139.Diet 101 FY2013 General Manager Assistant Manager (Operations) Sales and Marketing Manager Head Chef Assistant chef Customer service provider Total £30.000 £10.000 £30. .000 FY2015 £30.000 £24.000 £15.000 £30.000 £24.000 £10.000 £15.000 FY2014 £30.000 £24.000 £30. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

500 £10.584 £11.000 £15.583 £11.000 £41.668 £2.000 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £11.317 £800 £10.Diet 101 Budget Table (With Monthly Detail) FY2013 Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses Major Purchases Creative Pack Deck Nutritionists panel charges Total Major Purchases £10.000 £167 £5.000 £42. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.317 £600 £10.000 £10.000 £167 £5.317 £800 £10.000 £167 £5.584 £11.583 £11.668 £2.000 £20.000 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 34 CONFIDENTIAL .000 £41.000 £20.867 £2.000 £49.867 £2.000 £10.316 £1. This business plan contains confidential.583 £11.000 £12.000 £41.000 £45.000 £166 £5.668 £50.000 £12.000 £167 £5.317 £1.000 £49.000 £12.316 £1.000 £166 £5.583 £11. .000 £41.317 £600 £10.000 £167 £5.583 £11.000 £60.000 £166 £5.584 £11.000 £45.000 £49.316 £1.000 £15.316 £1.565 £2.000 £15.867 £2.067 £2.565 £2.000 £167 £5.000 £167 £5.000 £12.000 £12.000 £12.500 £10.317 £600 £10.565 £2.065 £2.317 £800 £10.000 £166 £5.668 £2.000 £45.000 £167 £5.000 £20.583 £11.583 £11.DO NOT DISSEMINATE.584 Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 £2.317 £600 £10.000 £42.500 £10.583 £11.

000 £540.800 £12. This business plan contains confidential.800 £13.000 £27.000 £120.300 £120.000 £60.000 £60. . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £50.000 £2.000 £537.000 £27.000 £27.000 £2.DO NOT DISSEMINATE.000 £177.000 £180.Diet 101 FY2013 Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses Major Purchases Creative Pack Deck Nutritionists panel charges Total Major Purchases £10.100 FY2014 FY2015 £139.800 £0 £0 £0 £0 £0 £0 35 CONFIDENTIAL .000 £180.800 £139.000 £60.000 £139.800 £11.000 £541.000 £60.000 £120.000 £2.

Diet 101 Loans and Investments Table (With Monthly Detail) FY2013 Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 FY2013 FY2014 FY2015 36 CONFIDENTIAL . . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.DO NOT DISSEMINATE. This business plan contains confidential.

900 £9.000 £20.000 £12.584 £11.500 £11.584 £11.000 £167 £5. This business plan contains confidential.000 £45.317 £2.250 46% £19.500 £11.000 £49.250 46% £13.317 £2.600 Jan '13 £42.000 £10.250 46% £16.600 £19.583 £11.000 £166 £5.600 £16.668 £600 £10.600 £19.316 £2.800 Aug '12 £29.250 46% £19.500 £10.050 £15.250 45% £13.500 £10.583 £11.000 £15.150 £22.000 £12.584 £11. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.583 £11.000 £166 £5.150 £22.250 46% £13.317 £2.000 £12.Diet 101 Projected Profit and Loss Statement (With Monthly Detail) FY2013 Income Direct Cost Gross Margin Gross Margin % Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses £11.317 £2.583 £11.000 £167 £5.000 £167 £5.250 Jul '12 £29.250 46% £17.350 Dec '12 £37.000 £41.584 Apr '12 £20.000 £49.583 £11.565 £1.000 £20.000 £166 £5.000 £167 £5.316 £2.000 £41.583 £11.000 £10.867 £600 £10.000 £42.000 £12.317 £2.000 £167 £5.100 Oct '12 £35.000 £41.250 46% £19.583 £11.900 Feb '13 £42.067 £800 £10.000 £42.000 £167 £5.668 37 CONFIDENTIAL .000 £15.000 £166 £5.000 £15.065 £1.500 46% £16.000 £12.565 £1.000 £167 £5.000 £45.317 £1.500 £11.350 Nov '12 £35.668 £600 £10.000 £49.900 Mar '13 £42.050 £15.250 May '12 £20.317 £2.867 £800 £10.583 £11.668 £600 £10.565 £1.000 £41.850 £20.250 45% £9.500 £10.000 £12.000 £45.800 Sep '12 £29.250 Jun '12 £20.000 £167 £5.316 £2.250 45% £9.317 £2.250 46% £2. .150 £22.DO NOT DISSEMINATE.867 £800 £10.000 £20.316 £2.

315) (£36.000 £0 £1.418) (£30.418) (£31.617) (£26.617) (£25.817) (£28.000 £0 £1.418) (£31.315) (£28.418) (£30.367) (£26. This business plan contains confidential. .815) (£29.000 £0 £1.000 £0 £1.315) (£37.315) (£29.817) (£29.617) (£24.DO NOT DISSEMINATE.315) (£37.815) (£28.367) (£25.000 £0 £1.617) (£25.000 £0 £1.418) (182%) (182%) (182%) (103%) (103%) (99%) (75%) (75%) (67%) (75%) (75%) (75%) 38 CONFIDENTIAL .315) (£36.418) (£31.000 £0 £1.000 £0 £1.000 £0 (£37. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.418) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £1.000 £0 £1.000 £0 £1.418) (£30.Diet 101 Operating Income Interest Incurred Depreciation and Amortization Income Taxes Net Profit Net Profit/Sales (£36.000 £0 £1.

250 46% FY2014 £474.800 £13. .000 £0 (£373.000 £177.800) £0 £12.000 £27.000 £390.000 £60.000 £330.800 (£325.800 (£211.800) £139.800) £0 £12.700 £209.100 (£361.800 £11.000 £27.850) £0 £12.000 £540.000 45% FY2015 £720.000 £541.000 £120.000 £537.000 £259.000 £180.000 £2.000 £180.800 £12.000 £60.000 £215.300 £120.000 46% £139.450 £175.800) 39 CONFIDENTIAL .DO NOT DISSEMINATE.Diet 101 FY2013 Income Direct Cost Gross Margin Gross Margin % Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses Operating Income Interest Incurred Depreciation and Amortization Income Taxes Net Profit £139.000 £27.000 £60.000 £2.000 £0 (£337.000 £120. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. This business plan contains confidential.000 £2.850) £384.000 £0 (£223.

Diet 101 Net Profit/Sales (97%) (71%) (31%) 40 CONFIDENTIAL . .DO NOT DISSEMINATE. This business plan contains confidential. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

000) £58.596) (£361.Diet 101 Projected Balance Sheet (With Monthly Detail) As of Period's End Cash Accounts Receivable Inventory Total Current Assets Long-Term Assets Accumulated Depreciation Total LongTerm Assets Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 (£96.000 (£6.432) (£421.000 £60.850) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 (£96. .DO NOT DISSEMINATE.000 (£9.000 £60.000 (£12.944) (£280.000) £48. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.561) (£254.000 (£7.014) (£391.577) (£200.000 (£10.000) £52.577) (£254.596) (£361.000) £54.000) £50.000 Total Assets (£37.000 £60.000 £60.561) (£306.000) £51.000) £49.178) (£330.000 £60.760) (£226.000 £60.178) (£279.944) (£280.630) (£168.561) (£306.945) (£141.000 (£3.760) (£171.178) (£330.000) £53.000) £57.000 (£2.315) Accounts Payable Sales Taxes Payable Short-Term Debt (£74.315) (£132.850) £60.000 £60.000) £56. This business plan contains confidential.596) (£311.000 £60.630) (£168.760) (£226.000 (£8.577) (£254.315) (£132.000 £60.000) £55.000 (£11.944) (£227.014) (£391.000 (£5.432) (£421.945) (£197.630) (£111.945) (£197.432) (£373.000 £60.850) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 41 CONFIDENTIAL .014) (£342.000) £59.000 (£4.000 £60.000 (£1.

561) (£254.561) (£254.945) (£141.760) (£171.315) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 (£74.596) (£311.630) (£111.315) (£74.014) (£342.432) (£373.596) (£311. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.760) (£171. .178) (£279.944) (£227.630) (£111.850) 42 CONFIDENTIAL .596) (£311.944) (£227.561) (£254.577) (£200.945) (£141.577) (£200.850) (£37.315) (£74.630) (£111.014) (£342. This business plan contains confidential.Diet 101 Total Current Liabilities Long-Term Debt Total Liabilities Paid-In Capital Retained Earnings Earnings Total Owner's Equity £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 (£37.760) (£171.850) Total Liabilities & Equity (£37.944) (£227.014) (£342.178) (£279.432) (£373.945) (£141.178) (£279.DO NOT DISSEMINATE.577) (£200.432) (£373.

000 (£373. .000) £48.650) £60.650) £0 £0 (£747.850) £0 £0 (£421.850) £0 £0 £0 £0 £0 £0 £0 £0 (£373. This business plan contains confidential.000) £36.850) FY2014 (£747.850) (£373.650) £0 £0 £0 £0 £0 £0 £0 (£373.450) 43 CONFIDENTIAL .800) (£935.000 (£935.000 (£24.000) £24.450) £0 £0 £0 £0 £0 £0 £0 (£711.000 (£711. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.650) (£223.000 (£36.850) (£337.000 (£12.Diet 101 As of Period's End Cash Accounts Receivable Inventory Total Current Assets Long-Term Assets Accumulated Depreciation Total Long-Term Assets Total Assets Accounts Payable Sales Taxes Payable Short-Term Debt Total Current Liabilities Long-Term Debt Total Liabilities Paid-In Capital Retained Earnings Earnings Total Owner's Equity FY2013 (£421.850) £60.450) £0 £0 (£959.450) £60.650) FY2015 (£959.DO NOT DISSEMINATE.800) (£711.

. This business plan contains confidential.DO NOT DISSEMINATE.650) (£935.850) (£711.Diet 101 Total Liabilities & Equity (£373.450) 44 CONFIDENTIAL . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

000 £1.000 £1.000 £1.315) (£36.418) (£30.000) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 45 CONFIDENTIAL .418) (£60.000 £1. This business plan contains confidential.315) (£28.817) (£28.367) (£26.315) (£37.418) (£31. .815) (£28.000 £1.000 £1.418) (£31.418) Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 £1.418) (£30.000 £1.418) (£30.Diet 101 Projected Cash Flow Statement (With Monthly Detail) FY2013 Operations Net Profit Depreciation and Amortization Decrease in Accounts Receivable Decrease in Inventory Increase in Accounts Payable Increase in Sales Taxes Payable (£37.000 £1.315) (£29.000 £1.DO NOT DISSEMINATE.418) (£31.617) (£25.367) (£25.817) (£29.315) (£36.617) (£26.000 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 Net Cash Flow from Operations Investing & Financing Assets Purchased Investments Received Increase in Short-Term Debt Increase in Long-Term Debt (£36.815) (£29.617) (£25. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £1.617) (£24.000 £1.315) (£37.

630) (£168.577) (£254.596) (£361.850) 46 CONFIDENTIAL .178) (£330.561) (£306.178) (£330.561) (£306.Diet 101 Net Cash Flow from Investing & Financing Cash at Beginning of Period Net Increase in Cash (£60.945) (£197.945) (£197.432) (£96.418) (£30. This business plan contains confidential.815) (£28.577) (£254.315) (£132.760) (£226.014) (£391. .617) (£24.760) (£226. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.014) (£391.315) (£36.630) (£168.315) (£28.DO NOT DISSEMINATE.817) (£28.944) (£280.944) (£280.000) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 (£96.315) (£132.617) (£25.596) (£361.432) (£421.367) (£25.418) (£30.315) (£36.418) Cash at End of Period (£96.418) (£30.

Diet 101 FY2013 Operations Net Profit Depreciation and Amortization Decrease in Accounts Receivable Decrease in Inventory Increase in Accounts Payable Increase in Sales Taxes Payable (£373. This business plan contains confidential.000 £0 £0 £0 £0 (£223.800) £12.800) £12.650) (£211. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000) £0 (£421.850) (£325.850) (£325.800) (£60.650) (£959.850) £12.000) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 Net Cash Flow from Investing & Financing Cash at Beginning of Period Net Increase in Cash (£60.800) £0 (£747.450) 47 CONFIDENTIAL .800) (£211.850) £0 (£421.800) Cash at End of Period (£421.DO NOT DISSEMINATE.850) (£747.000 £0 £0 £0 £0 Net Cash Flow from Operations Investing & Financing Assets Purchased Investments Received Increase in Short-Term Debt Increase in Long-Term Debt (£361.000 £0 £0 £0 £0 FY2014 FY2015 (£337. .

000 £541.000 £27.000 £0 £0 £0 £0 £0 £0 £139.Diet 101 Budget Budget Table FY2013 Expenses Salary Employee Related Expenses Marketing & Promotion Rent Utilities Other Supplies Insurance Total Expenses Major Purchases Creative Pack Deck Nutritionists panel charges Total Major Purchases £10.800 FY2014 FY2015 48 CONFIDENTIAL .000 £2.000 £120. This business plan contains confidential.000 £60.800 £12.000 £60.000 £120.000 £60.000 £537.000 £27.000 £2.DO NOT DISSEMINATE. .800 £11.800 £13. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £180.000 £540.000 £27.000 £2.300 £120.100 £139.000 £177.000 £50.000 £60.800 £139.000 £180.

as well as those for increased equipment leases and rents. 49 CONFIDENTIAL .Diet 101 Expenses by Month About the Budget The third year is when D101 has the opportunity to break into markets outside the metropolitan area. increase in production costs. Several expenses take substantial jumps this year-advertising increases and donations increase as well-and D101 will be adding several key management and supporting staff members. This business plan contains confidential. which will drive sales. and help improve Gross Profit Margin.DO NOT DISSEMINATE. leaving a respectable Net After-tax profit. . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. raise our operating expenses. We will see nine additional outlets open in the third year. These increases.

rent for 1 month's security and 2 months to allow for build-out of the retail space. shelving. store fixtures and additional investments in improvements to the location.DO NOT DISSEMINATE. a computer. . as well as business renter's insurance. 50 CONFIDENTIAL .Diet 101 The single largest expense sector in the third year. is still expansion costs. outside of payroll and supplies. and advertisements in local papers. This business plan contains confidential. A significant amount of cash is required to fund the first year of operations until the business reaches break-even. prelaunch marketing to cover flyers. phone system. Startup Costs The following summary shows the projected start-up costs over the three months prior to the outlet's opening. Start-up expenses for D101 include initial insurance premiums covering both general liability and product liability. but it is down from the first year. and tools. Inventory on-hand at any given time must be low as all meats must be kept extremely fresh and so will be ordered on a weekly basis or even more often. Long-term assets include the refrigerator unit for the shop. the development of a website with e-commerce capabilities to take orders and sell meals directly. and the normal legal expenses for consultation and permitting. refrigerated display cases. window displays. a direct mail campaign. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. Other current assets include office and store furniture.

3. systems that track refrigeration temperature. .Diet 101 Technology Technology involved Since quick service is one of our core competencies. 5. 2. humidity and energy usage to preserve perishables. On the whole. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author. most important technologies that would command D101's success include: 1. Quick service integrated software Conveyor belt technology for creative and unique packaging Customer records and feedback database trackers Inventory application system and Temperature regulators.DO NOT DISSEMINATE. we would be making use of special ordering and food dispensing system as part of our technology. This business plan contains confidential. softwares like inventory application software for auto-replenishment of the groceries. Apart from this. 4. Systems like receipt generators. web-based technology for best meal recommendations (nutrition based) are also anticipated to be introduced as soon as we achieve first few significant milestones. Cash Flow Assumptions Cash Flow Assumptions Cash Inflow % of Sales on Credit 0% Cash Outflow % of Purchases on Credit 0% 51 CONFIDENTIAL .

DO NOT DISSEMINATE. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.Diet 101 About the Cash Flow Assumptions Loans and Investments Loans and Investments Table FY2013 FY2014 FY2015 52 CONFIDENTIAL . . This business plan contains confidential.

450) 53 CONFIDENTIAL .850) (£747.650) (£211.800) Cash at End of Period (£421.800) (£60. This business plan contains confidential.850) £12.800) £0 (£747. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.000 £0 £0 £0 £0 FY2014 FY2015 Net Cash Flow from Operations Investing & Financing Assets Purchased Investments Received Increase in Short-Term Debt Increase in Long-Term Debt (£361.000) £0 (£421.800) £12.000 £0 £0 £0 £0 (£223.800) £12.650) (£959.Diet 101 Sources of Funds Use of Funds Projected Cash Flow Statement Projected Cash Flow Statement FY2013 Operations Net Profit Depreciation and Amortization Decrease in Accounts Receivable Decrease in Inventory Increase in Accounts Payable Increase in Sales Taxes Payable (£373.850) (£325.000) £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 £0 Net Cash Flow from Investing & Financing Cash at Beginning of Period Net Increase in Cash (£60. .850) £0 (£421.000 £0 £0 £0 £0 (£337.850) (£325.DO NOT DISSEMINATE.800) (£211.

. This business plan contains confidential.DO NOT DISSEMINATE.Diet 101 Projected Cash Flow by Month Projected Cash Flow by Year 54 CONFIDENTIAL . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

450) 55 CONFIDENTIAL .450) £0 £0 £0 Total Current Liabilities Long-Term Debt £0 £0 £0 £0 £0 £0 Total Liabilities Paid-In Capital Retained Earnings Earnings £0 £0 £0 (£373.450) £0 £0 Total Current Assets Long-Term Assets Accumulated Depreciation (£421.DO NOT DISSEMINATE.000) (£959.800) £0 £0 (£711.000 (£373.850) £60.850) (£711.650) (£223.850) £0 £0 FY2014 (£747.450) £60. .650) £0 £0 FY2015 (£959.850) (£337.000 (£24.850) £0 £0 £0 £36.650) (£935.650) (£711.000 (£12. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.850) £0 £0 (£373.000) (£747.000) Total Long-Term Assets Total Assets Accounts Payable Sales Taxes Payable Short-Term Debt £48.000 (£711.850) (£373.450) (£935.Diet 101 About the Projected Cash Flow Statement Projected Balance Sheet Projected Balance Sheet As of Period's End Cash Accounts Receivable Inventory FY2013 (£421.650) £0 £0 £0 £24.000 (£935.650) £60.800) Total Owner's Equity Total Liabilities & Equity (£373.000 (£36. This business plan contains confidential.

Diet 101 About the Projected Balance Sheet 56 CONFIDENTIAL . This business plan contains confidential. .DO NOT DISSEMINATE. trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.

trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.DO NOT DISSEMINATE. .Diet 101 Appendices 57 CONFIDENTIAL . This business plan contains confidential.

Diet 101 References 58 CONFIDENTIAL . This business plan contains confidential. . trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.DO NOT DISSEMINATE.