FY14 Evas Edibles Business Plan Presentation

Report
It’s Monday…
...
Dinner Accomplished
Monday
Tuesday
Wednesday
Thursday
Friday
Mission and Social Impact
Mission Statement: Eva’s Edibles, a personal chef
service, will provide busy clients with healthy and
delicious dinners that are based on clients’
preferences and prepared in their kitchens.
Social Impact:
• Organic, locally grown
ingredients
• Work with socially and
environmentally
friendly vendors
Eva’s Edibles
1. Eva cooks it
• Consult, customize,
and cook
2. You heat it up
• 15 mins in the
oven, that’s it!
3. Enjoy!
• ‘Nuff said…
Business Model
Description of Expenses
Definition of One Unit
Cooking 5 dinners for a client
Variable Material
Expenses
Economics of One Unit
$325.00
Selling Price
Cost of materials
Cost of labor
Other variable costs
Total COGS/ COSS
Contribution Margin
$100.00
150.00
4.00
Item
Misc. groceries
(specific ingredients
vary from client to
client)
Fixed Expenses
$254.00
$71.00
Monthly Break Even Units
$493.00
= 6.94 ≈
7 units
$71.00
Item
Insurance
Advertising
Depreciation
Utilities
Other Fixed
Expenses
Total: $100.00
$
$100.00
Total: $493.00
$
$117.00
$146.00
$23.00
$100.00
$107.00
Market Analysis
Market Statistics
Industry Name:
Personal Chef Service
Annual Industry Sales:
Description of Target Consumer
Demographics
Professional couples and
families with household
incomes of over $50,000
$32,000,000
Target Market Size
Geographics
Greater Columbus,
Ohio, area
Psychographics
Buying Patterns
• Desires healthy food
• Hardworking, dual-income
households with hectic lives
• Would like to spend more
time at home
• Doesn’t have time or energy
to cook and clean regularly
• Eats out 4 or more
nights per week
• Would like to reduce
the cost of eating out
Total Population
301,800
Target Market
Population
110,760
Market size
(based on
survey)
27,690
Marketing and Sales
1. Company Website
2. USPCA Referral Website
3. In-Store Promotions
4. Promotions at Local
Events
5. Loyalty Benefits
Competition
Personal Chef
Factor 1: Price
Factor 2: Quality
Factor 3: Unique
Knowledge
$325/5 dinners
Custom meals, healthy
Certified Personal
Chef, event planning
$400/5 dinners
$500/5 dinners
Meals from chef’s
plan, not focused on
health
Meals from chef’s
plan, healthy
Focuses on “kid
friendly” meals
Certified Personal
Chef, knows customers
Why Eva’s Edibles?
1.
2.
3.
4.
Established
Restaurant
Customized menu
Health conscious
Certified by USPCA
Competitive pricing
Qualifications
• Associate’s Degree in
Business Management
• Assistant to the Director of
Campus Dining Services, OSU
• Founder, Eva’s Entertainment
Services
• Certified Personal Chef (CPC)
by the U.S. Personal Chef
Association
Projections
Total Units
Gross Revenue
Net Profit
252
$81,900
$10,180
Units Sold
23
21
19
17
15
Jan
Feb Mar Apr May June July
Aug Sept Oct
Nov Dec
Investment Opportunity
Materials needed
Victorinox Swiss Army Cutlery Set (8 piece)
Anolon Nouvelle Copper Hard Anodized 10-Piece Cookware Set
Misc cooking equipment
Spices, oils, etc.
Wheeled cart
Total Startup Expenditures
Cost
$618.00
450.00
305.00
100.00
269.00
$1,742.00
Emergency Fund
Reserve for Fixed Expenses
871.00
1,479.00
Total Startup Investment
$4,092.00
$10,180
$81,900
= 12.4% ROS
$10,180
$4,092
= 249% ROI
Future Plans
Business Growth
• Lease or buy a commercial kitchen
• Start delivery service for customers
• Continue to get degree in culinary and hospitality
• Hire more certified personal chefs to scale growth
Plans for Future Social Impact
• Volunteer in community to talk about healthy
eating
• Begin to donate 1% of net profit to a local food
bank
Thank you for your consideration

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