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E. E. EVA’S EDIBLES A Personal Chef Service. Eva Tan President Age: 20. Mission Statement. Describe the Opportunity Busy lifestyles Increase in health consciousness Desire for quick and nutritious dinner. Mission Statement - PowerPoint PPT Presentation
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Eva TanPresidentAge: 20
EE
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Mission Statement Describe the Opportunity
Busy lifestyles Increase in health consciousness Desire for quick and nutritious dinner
Mission Statement Eva’s Edibles is a personal chef service and
will provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchen.
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Business Profile Type of Business
Service Business Benefits:
Less time shopping, cooking, cleaning up
Eat dinner whenever at home
Delicious, healthy dinners
Less Expensive
Legal Structure Limited Liability Company (LLC)
Protect personal assets and tax benefits
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Qualifications
I am qualified to run this business because:
Associates Degree-Business Management
Assistant Director-Campus Dining Services at OSU
Certified Personal Chef (CPC)
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Market Analysis
Industry Name
Personal Chef Industry/Special Food Services
Industry Size $31,130,659,000
• 25% of Target Market purchase food outside four times/week.
• Willing to purchase Eva’s Edibles healthy meals.
• Men and women• In business or medical
field• Average Household
Income: $50,000
Columbus, OH•Households with two or more people
Potential Market Size
Target Market
Total Population
301, 800
27,690
110,760
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Consumer Profile By Location
Greater Columbus, OH area By Population
Professionals 25-45 primarily in growing business and medical areas.
By Personality Hard working, busy professionals that like to spend
free time with friends. Like to exercise and stay active and eat healthy.
By Behavior Eat out often (4 times a week), spend on friends and
family outings. Brand conscious and loyal customers.
By Income Household Income of $50,000 or more. Educated
consumers that do research on any large purchases.
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Competitive Advantage
Your Business
At-home Chef
Franchise RestaurantFactors
Very Good
Healthy
Quality of Product/Service
Price
Location
Brand/Reputation
Unique Knowledge
Not Good– service/not healthy
Custom meals—Very Good
$300-$500 $50-$70 $325
Knows clientele
Fast turn around, franchise model
Certified USPCA/local suppliers
Columbus, OH
Columbus, OH
Columbus, OH
Well-Established
Well-known, but not good
New to market
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Marketing Plan
$325 meal plan—Competitive but more affordable
Website, referral listings, in-store ,and local event sampling
Columbus, OH area in customer homes
Personal chef that purchases groceries, cooks in house, and cleans up
Busy people who value free time and good, home -cooked food
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Marketing PlanPurchase Retention
•Free samples, gift baskets, discounts at local events, for example, Earth Day, fairs, malls
•Company website•Listing on www.hireachef.com
•Brochures at local stores
•Presentation at Wire Whisk
•Free snacks and desserts after purchasing 3 meal plans
Long Term ( 6 months-1 year)
Current & Short Term (1 month-6 months)
Awareness
Referrals from customers Additional discounts and coupons in local papers
Offer 10% discount for new client referrals
$50.00 $50.00 $45.83Monthlycost byphase:
Awareness Purchase Retention
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Cost of Materials/Direct Labor
Definition of One UnitCost of Sales per Unit
Direct Labor(Labor Cost per Hour) (A)
Time (in hours) to make 1 unit (B)
Direct Labor Cost per Unit (A)*(B)
$25.00 6 hours $150.00
Total Direct Labor per Unit $150.00
Material Description Cost/Total Quantity Cost Per Unit ($)
Groceries Local market/custom $100
Total Material Cost per Unit $100
Total Other Variable Costs Per Unit (Gas) $4
Cost of Sales Per Unit (labor + material + vc)
$254.00
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Economics of One Unit
Definition of One Unit5-dinner plan (1 day of cooking)
Selling Price per Unit $325
Direct Labor per Unit $150
Materials per Unit $100
Total COGS per Unit $250Total Other Variable Costs per Unit
(Gas)$4
Total Cost of Sales $254
Contribution Margin $71
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Average Monthly Fixed Costs
10th Edition-Chapter 9/11th Edition-Chapter 10
Type of Fixed Cost Monthly Cost Insurance $116.67
Advertising $145.83
Depreciation $16.67
Utilities $100
Auto Maintenance $24.33
Other Fixed Costs (Cooking Supplies) $83.33
Total Monthly Fixed Costs $486.83
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Time Management Plan
Column1
Business70 Hours
Free time98 hours
Business Schedule for a Typical Week
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Monthly Sales Projections
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20
21
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J an Feb Mar Apr May J une J uly Aug Sept Oct Nov Dec
Uni
ts S
old
Total Units
Monthly Full
Capacity
Monthly Break-Even
Units
7 days
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Projected Yearly Income Statement
Selling Price per Unit $325
# of Units Sold 252
Total Sales $81,900
Total COGS $63,000
Other Variable Costs $1,008
Total Variable Costs $64,008
Gross Profit $17,892
Yearly Fixed Costs $5,842
Other Costs/Unforeseen $0
Total Fixed Costs $5,842
Profit before Taxes $12,050
Less Estimated Taxes @15% $1,808
Net Profit $10,242
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ItemWhere will I buy
this?Cost of Item
Cooking Tools The Wire Whisk $2,500
Marketing Materials/website
Kinko's and Online Vendors
$1,039.51
CASH RESERVE covering 3 months of fixed expenses
$1,460.49
Estimated TOTAL START-UP INVESTMENT $ 5,000
Start-Up Investment
50 hours $500 $100/hourx =
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Return
…on Sales
…on Investment204.84%
Annual Net Profit
Start-Up Invest.
$10,242
$5,000= $2.04
(dollar equivalent)
12.51%
Annual Net Profit
Total Sales
$10,242
$81,900=
$0.13(dollar equivalent)
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Financing Strategy for Total Start-up Investment
Source Amount Debt Equity Gift
Eva’s Personal Savings
$5,000 X
Totals: $ 5,000
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Business Responsibility Plan
Philanthropic Strategy Plan Use locally grown ingredients. Use “green” practices: Paper, Storage
materials. Provide internships for culinary students in
the community: Eva will volunteer at local elementary schools to speak about healthy eating options.
Contribute 1% of yearly net profit to local food bank after three years of operation.
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Business & Educational Goals
Build a strong customer base in Year 1 to ensure returning customers.
Strengthen relationship with local grocers and farmers to reduce costs and obtain better produce.
USPCA course on growing personal chef business
Learn from colleagues from USPCA
Business Personal
• Increase market penetration by leasing/buying commercial kitchen
• Deliver meals to customers
Sh
ort
Term
Lon
g T
erm May sell the business or
franchise Develop skills as a
personal chef to potentially start a healthy food restaurant.
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Eat healthy, Eat happy
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