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Healthy delight

Healthy delight. Business Plan. Mission Statement.

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Healthy delight

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  1. Healthy delight Business Plan

  2. Mission Statement • The Mission of Healthy Delight Restaurant is to give a healthy alternative for those seeking an active lifestyle while providing a convenient atmosphere that is desirable to our customers. We have a commitment to incorporating the freshest and richest ingredients into a world class product. We will meet the highest standards of excellence with superb service and product offerings in a friendly, sparkling, and soothing atmosphere.

  3. The Team • The business will be owned and directed by United Cerebral Palsy with the support of Dr. Morrisette and the Entrepreneurship Class of 2013 of Shippensburg University • The business will be operated by one general manager and two assistant managers • Employees may be selected from individuals with cerebral palsy, but the business must remain an equal opportunity employer

  4. Market Summary • Total U.S. production of ice cream and related frozen desserts in 2010 amounted to more than 1.97 billion gallons, which translates to about 25 quarts per person. Source: USDA • In 2010, total U.S. sales of ice cream and frozen desserts reached $22.7 billion. Of that total, $15 billion was spent on “away from home” frozen dessert purchases (scoop shops, food service and other retail sales outlets). Source: 2010 The Latest Scoop • Ice cream and related frozen desserts are consumed by more than 90% of households in the United States. Source: idfa.org

  5. Planet Fitness Surveys • 154 people were surveyed • 6.82 was the average of respondents likely to visit the store on a scale of 1-10 • On average respondents said they would go to a health food shop 2.23 times per week

  6. Planet Fitness Surveys Cont. • Breakfast ~ 14% • Lunch ~ 32% • Dinner ~ 31% • Snack ~ 24%

  7. Business Concept • Healthy Delight Restaurant will sell fresh yogurt, smoothies, fruit, bagels, and wraps. We will ensure the freshest ingredients and will establish our business focused on College Students 18-24 year old, and adults 25-35 with young children. We will capitalize off the convenience for health enthusiasts from the traffic generated by at Planet Fitness.

  8. Location

  9. Map

  10. Menu

  11. Layout

  12. Competitive Analysis • Taco Bell/KFC • Rutters • Sheetz • Brothers Pizza • Our competitive advantage will be location and differentiated premium offerings.

  13. Goals & Objectives • Non-financial Goals • Have a customer satisfaction rate of 85% (surveys) • Maintain an employee turnover lower than 22% • Build a company website • Featured in Central Penn Business Journal as business of the year • Financial Goals • Maintain an Internal Rate of Return (IRR) of 18 % per year • Net Income growth of 10 % in year 4. • Maintain a gross profit margin of 65% • Increase annual sales in the second year by 20%

  14. Opportunities vs. Threats • Competitive •  Low competition in target market to outperform competitors, but product may not reach board enough targets and therefore generate fewer sales. • Distributors • Higher quality food means closer distributors with less waste, but slightly higher cost of goods sold for close distributor location and local names. • Local Economics • Demand has increased steadily in the industry as population rises and consumer habits may differ from those offered, but disposable income may not be sufficient in the local industry if unemployment increases.

  15. Risks & Action • Overestimating total demand for restaurant. (Demand may be lower than the total necessary to breakeven.) • Creating conservative projections that are credible • Fully utilizing networking channels and advertising efforts to generate more demand and interest. • Underestimating competitors’ ability to replicate core competencies. • Offer superior customer services and reliable products to compete with competitors. • Offer attractive promotional discounts and incentives to assure participation.

  16. Financial Plan • Healthy Delight Restaurant has estimated our total start-up expenditures to be $77,300. We are seeking commercial loan of $77,300 to be paid back by the third year. • Our commitment to our investors will be to pay a generous, but feasible rate of return while not strangling our operational cash flow.

  17. Financial Projections • We have created financial projections to reach profits of $21,297 in year 1, $27,238 in year 2, and $41,210 in year 3. • This is achievable primarily because of • Exceptionally high gross margin, • Minimal variable costs (cost of goods sold) and • Maintaining subdued fixed costs.

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