Transcript Slide 1

Eva Tan
Age: 20
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Mission Statement

Mission Statement


Eva’s Edibles, a personal chef service,
will provide busy professionals with
healthy and delicious dinners that are
based on their preferences and
prepared in their own kitchens.
Opportunity

Columbus has a growing population of
professionals who have busy lifestyles,
but want healthy—yet affordable—
dinner options.
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Business Profile

Type of Business


Eva’s Edibles is a service business cooking
meals for customers in the customers’ own
kitchens.
Legal Structure

Eva’s Edibles is a Limited Liability Company
(LLC). I chose this status to protect my
personal assets and give the company some
added tax benefits.
3
Qualifications
 I’m qualified to run this business because:
I am a Certified Personal Chef, a certification offered
 by the U.S. Personal Chef Association (USPCA).
 I ran an event-planning business for four years.
I have an associate’s degree in Business Management
 and was Assistant to the Director of Campus Dining
Services at Ohio State University.
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Market Analysis
Industry Name
Personal Chef Industry/Special Food Services
Industry Size
$32,000,000 (personalchef.com)
Total Population
Columbus, Ohio, households with two
or more people
Total Population
301,800
Target Market
Target Market
Above households with household
income of $50,000 or more
110,760
Potential
Market
27,690
Potential Market
Above households that go out to
dinner or order in at least four days
per week
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Target Market Segment

Demographics

Professional couples and
families, with household
incomes of over $50,000

Geographics


Psychographics


Greater Columbus, Ohio, area
Desires healthy food, often
dual-income households living
hectic lives, hard working,
would like to spend more time
at home without increasing
time in the kitchen cooking
and cleaning up
Buying Patterns

Eats out often (4 times a week)
but would like to reduce the
cost of eating out
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Competitive Advantage
Factors
Eva’s
Edibles
At-Home
Chef
Price
$325/5 dinners
$400/5 dinners
$500/5 dinners
Custom meals,
healthy
Meals from chef’s
plan, not focused
on health
Meals from chef’s
plan, healthy
Columbus
Columbus
Columbus
New to market
Known, but not
good reputation
Well established,
good reputation
Certified Personal
Chef, event
planning
Focuses on “kid
friendly” meals
Certified Personal
Chef, knows
customers
Quality of
Product/Service
Location
Reputation/Brands
Unique Factors/
Knowledge
Chef
d’Jour
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Marketing Mix
Appeals to busy
professional who value
free time and healthy,
home-cooked meals
People
Customers in the greater
Columbus, OH area
Product
I will purchase groceries,
cook 5 dinners in the
customer’s kitchen, store
the meals in their
freezer, and clean up
Place
Website, USPCA
referrals, in-store
promotions, providing
samples at local events,
customer retention
program
Price
Promotion
$325 for 5 full, healthy
dinners is competitive,
but affordable when
compared to eating out
or ordering in
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Promotional Mix
Promotional Expense
Advertising
Brochure, cards, postage, Website
development
Monthly
Amount
$146
$5
Publicity
Press releases, postage
Personal
Selling
Contacting past customers of eventplanning, OSU contacts, follow up mailback cards from brochure
—
Sales
Promotion
Purchasers of three 5-dinner meal plans
receive free snacks and desserts
—
Customers referring other customers
receive 10% for 3 meal plans
—
Other
Total Monthly Promotional Expense
$151
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Cost of Materials/Labor
Materials
Material Description
Cost/Total Quantity
Groceries
Varies per customer, for
5 dinners
Total Material Cost per Unit
Cost per Unit
$100
$100
Labor
Labor Cost per Hour
Time (in Hours) to
Make One Unit
$25
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Total Labor Cost per Unit
COSS (per Unit)
Labor Cost per Unit
$150
$150
$250
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Economics of One Unit
Description of One
Unit of Sale:
5-Dinner Plan (1 Day of Cooking)
Selling Price (per Unit)
COSS (per Unit)
Other Variable Expenses (per Unit)
$325
250
4
Total Variable Expenses (per Unit)
254
Contribution Margin (per Unit)
$71
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Average Monthly Fixed Expenses
Fixed Expense
Average Monthly Expense*
$117
Insurance
—
Salaries of Employees
Advertising
146
Interest
—
Depreciation
17
Utilities (Gas, Electric, Telephone)
100
—
Rent
Other Fixed Expenses (Auto- and
Cooking-Related)
Total Average Monthly Fixed Expenses
107
$487
* Numbers are rounded to the nearest dollar throughout.
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Time-Management Plan
Schedule for a Typical Week
Total Hours in a Week = 168
42
Free Time
70
Work
56
Sleep
0
20
40
60
80
Hours
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Monthly Sales Projections
First Year
Units Sold
Total Units
Sold
252
25
20
15
10
5
0
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
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Monthly Break-Even Units
571
71
= 8.04
In an average month, the company will begin
8
to make a profit after selling
units.
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Projected Yearly Income Statement
First Year
Selling Price per Unit
$325
Number of Units Sold
252
$81,900
Total Sales
Variable Expenses
64,000
17,892
Contribution Margin
Fixed Operating Expenses
5,844
12,048
Pre-Tax Profit
Taxes @ 15%
Net Profit
$1,807
$10,241
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Start-Up Investment
Start-Up Expenditures
Item
Where Will I Buy This?
Cost
Knife Kit (7-Knife
Set)
On-Line
$550
Cooking Equipment
(10-Piece Set)
On-Line
475
Miscellaneous
Cooking Equipment
On-Line
313
Grocery Store
100
On-Line
550
Spices, Oils, etc.
Wheeled Cart
Total Start-Up Expenditures
$1,988
Cash Reserves
Emergency Fund
Reserve for Fixed Expenses
Total Start-Up Investment
$1,000
2,012
$5,000
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ROS & ROI
ROS: Return on Sales
$10,241
For My Business:
$10,241
X 100 =13% ROS
X 100 =13% ROS
$81,900
$81,900
Dollar
Equivalent =
$0.13
Dollar
Equivalent =
$2.05
ROI: Return on Investment
For My Business:
$10,241
X 100 =205% ROI
$5,000
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Financing Strategy
$5,000
Total Start-Up Investment
Source
Amount
Personal Savings
$5,000
Relatives/Friends
—
—
—
Investor
—
—
—
Partner(s)
—
—
—
$5,000
—
$5,000
Totals
Debt
Equity
Gift
$5,000
—
—
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Business Responsibility
& Philanthropy

Business Responsibility
Use natural, organic, locally grown ingredients
 Use “green” practices
 Choose vendors who are environmentally and socially
responsible


Philanthropy
Provide internships for culinary students in the community
 Speak to elementary students about healthy eating
 Contribute 1% of yearly net profit to local food bank after
three years of operation

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Business & Personal Goals
Long-Term
Short-Term
Business

Build a strong customer base to
ensure returning customers

Strengthen relationship with
local grocers and farmers to
reduce costs and offer better
produce

Lease or buy a commercial
kitchen to serve more clients by
delivering meals to customers

Establish a relationship with
the local community college in
order to find graduating
culinary students as possible
employees
Personal

Take a USPC course on
growing a personal chef
business

Use the services of the USPC
more, including local
meetings to meet colleagues

I have no plans to leave the
business in the foreseeable
future

Investigate the possibility that
in the future the business
could be franchised in other
cities
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Let us be your personal chef!
Thank you for
your consideration.
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