Académique Documents
Professionnel Documents
Culture Documents
Business Plan
Example
Table of Contents
Executive Summary ............................................................................................................................. 1
1.2 Mission .............................................................................................................................................................................................. 2
1.3 Keys to Success ............................................................................................................................................................................... 2
1.4 Objectives ......................................................................................................................................................................................... 2
Assets and Infrastructure ................................................................................................................... 3
2.1 Legal Entity ....................................................................................................................................................................................... 3
2.2 Start-up Summary ............................................................................................................................................................................. 3
2.3 Locations and Facilities ..................................................................................................................................................................... 5
2.4 Milestones ......................................................................................................................................................................................... 5
Service Offering (Products) ................................................................................................................ 7
3.1 Product Description ........................................................................................................................................................................... 7
3.2 Alternative Providers ......................................................................................................................................................................... 7
3.4 Sourcing ............................................................................................................................................................................................ 7
3.5 Technology ....................................................................................................................................................................................... 8
3.6 Future Products ................................................................................................................................................................................ 8
Market and Customer Analysis ........................................................................................................... 9
4.1 Market Segmentation ........................................................................................................................................................................ 9
4.2 Target Market Segment Strategy .................................................................................................................................................... 10
4.2.1 Market Trends ....................................................................................................................................................................... 10
4.2.2 Market Growth ....................................................................................................................................................................... 10
4.3 Value Proposition ............................................................................................................................................................................ 11
4.4 Competitive Edge ............................................................................................................................................................................ 11
4.5 Marketing Strategy .......................................................................................................................................................................... 11
4.5.1 Distribution Strategy .............................................................................................................................................................. 11
4.5.2 Marketing Programs ..................................................................................................................................................................... 11
4.5.3 Pricing Strategy ............................................................................................................................................................................ 11
4.5.4 Promotion Strategy ...................................................................................................................................................................... 12
Partners and Competitors ................................................................................................................. 13
5.1 Competitors ..................................................................................................................................................................................... 13
5.2 Strategic Alliances .......................................................................................................................................................................... 14
Governance Summary ....................................................................................................................... 15
6.1 Organizational Structure ................................................................................................................................................................. 15
6.2 Management Team ......................................................................................................................................................................... 15
6.3 Management Team Gaps ............................................................................................................................................................... 15
1 Source: http://www.bplans.com
EXECUTIVE SUMMARY
Bright Future Youth and Family Services is a private nonprofit organization that Executive Summary
serves more than 7,000 children, youth and families each year in Lane County, Section Tips
Oregon. We provide a continuum of services ranging from prevention to
treatment for clients ranging in age from two to 24. Our agency also works This section should encompass
closely with, and helps shape, the major systems that impact the young people
the most important points of the
and families in our community and state. You will find us involved in such
diverse areas as mental health, juvenile justice, positive youth development, entire business plan in no more
education, and work readiness. than two (2) pages. The following
The Chambers School and Career Center is one of ten tax-exempt nonprofit
information should be included:
programs of Bright Future Youth and Family Services. Our mission is to assist Description of the
at-risk youth in the Eugene/Springfield area in becoming productive citizens by
providing a learning and work environment where they feel challenged,
organization, its mission,
respected, and accountable as they strive to meet the demands of adulthood. objectives, and keys to
We have a staff of approximately 250 employees and also utilize several success.
volunteers each year who play a vital role in the organization. Brief introduction of executive
After a successful first year of operating the culinary arts program, we are management structure.
looking to expand the program further. By developing the program into a full day Definition of the industry in
program of academics and culinary arts training, we can develop an
which the business operates.
entrepreneurial curriculum that will allow our students to gain an insight into the
operation of a small business. Specifically, by launching a lunch box catering Outlook on the potential and
business (called the Catering For Kids), we could offer our students the future of the business.
opportunity to gain valuable work experience for which they can earn both
school credit and a stipend, acquire entrepreneurial business skills and achieve This should be the last section of
a real sense of accomplishment. the plan written.
However, major challenges face Catering For Kids in the future. These include
the need to:
1. Fund the program, including possible expansion of the existing commercial kitchen or lease of a larger kitchen off-campus.
2. Employ additional staff to teach the afternoon curriculum.
3. Purchase the additional food inventory required to launch the catering business.
The Board of Directors, staff, and volunteers of Bright Future continue to work toward providing a quality experience in the most effective
and efficient manner possible with optimism for the future of this program.
1.2 Mission
Catering For Kids is dedicated to providing at-risk youth with an opportunity to gain work experience and transferable skills by providing our
customers with healthy, homemade foods and excellent service at reasonable prices. Employees of Catering For Kids will be students who
are enrolled in the culinary arts program at the Chambers School and Career Center and are interested in gaining work experience in the
restaurant and food services industry. The experiences the students have while participating in this program will assist them in making the
transition from school to work, and will allow them to develop entrepreneurial skills that will be transferable to any job in the future.
1.4 Objectives
Enroll approximately 25 Chambers School students for stipend and school credit based positions in the next school year.
Serve a sufficient number of clients to break even financially, covering pay for student employees, staff and all inventory expenses.
Move from serving internal clients of Bright Future to external clients, especially other nonprofit organizations.
Develop an entrepreneurial curriculum for the culinary arts program and other students of Chambers School.
Eligibility: Academic Program, youth ages 14 to 21; Lane-Metro Youth Corps, youth ages 14 to 24; and Bright Future Inc., youth ages 16 to
20.
Staff: The staff are experienced employment and training professionals. Classroom instructors are certified teachers with experience
working with youth from various backgrounds, needs and abilities.
Start-up Requirements
Start-up Expenses
Dept. of Health Fees $75
Brochures $655
Consultants $2,000
Lease (Commercial kitchen) $11,076
Expensed Equipment $100
Software $645
Total Start-up Expenses $14,551
Start-up Assets
Cash Required $15,449
Start-up Inventory $0
Other Current Assets $0
Long-term Assets $0
Total Assets $15,449
Total Requirements $30,000
Start-up Funding
Start-up Expenses to Fund $14,551
Start-up Assets to Fund $15,449
Total Funding Required $30,000
Assets
Non-cash Assets from Start-up $0
Cash Requirements from Start-up $15,449
Additional Cash Raised $0
Cash Balance on Starting Date $15,449
Total Assets $15,449
Liabilities and Capital
2.4 Milestones
The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone
schedule indicates our emphasis on planning for implementation.
What the table doesn't show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and
we will be holding follow-up meetings every month to discuss the variance and course corrections.
Milestones
Milestone Start Date End Date Budget Manager Department
Business plan 7/1/2002 9/30/2002 $4,500 Saffron Mullay Consultant
Commercial 8/1/2002 9/1/2002 $75 Christy Smith Director
kitchen
certification
Overhaul 8/1/2002 9/1/2002 $0 Monica Kraft Culinary Arts
culinary arts
schedule
Hire part-time 8/1/2002 9/1/2002 $12,000 Christy Smith Director
business
manager
Buy food 8/1/2002 9/1/2002 $2,000 Monica Kraft Culinary Arts
supplies
Buy equipment 10/1/2002 10/15/2002 $100 Monica Kraft Culinary Arts
Create 10/1/2002 10/31/2002 $0 Christy Smith Director
entrepreneurial
curriculum
Printing of 10/1/2002 10/31/2002 $655 Christy Smith Director
marketing
materials
Totals $19,330
Both styles of lunch catering will include vegetarian, low-fat, dairy-free and allergy-free options and we plan to modify individual meals at
our customer's request. Our desserts include freshly baked cookies and dessert bars. Chips will be 1-1.5oz. store-bought packages with a
variety of popular flavors available. Each lunchbox will include one package each of mayonnaise, dijonaise deli mustard, a plastic fork, our
trademark blue straw and thank you card, a napkin and a Euphoria chocolate. Salads will come with the customer's choice of dressings,
packaged on the side. We will offer one variety of dressing that is homemade in our kitchen; others will be store-bought individual packets.
Beverages will be available for purchase and will include a variety of fruit juices, sparkling water and soda. Both buffet and boxed style
lunches must be ordered three days in advance so that our staff has adequate time to prepare the meal. A minimum order of 10 is required
for all buffet style lunches. There will be no minimum for boxed lunch orders.
3.4 Sourcing
Food products for meal preparation will be purchased by the Catering For Kids marketing manager at local grocery wholesalers, either
Costco or United Grocers, using a business account. Staff to prepare the food will be current students of the Chambers School's
Culinary Arts Program. These students will receive a stipend for their work as well as school credit. Food preparation will be supervised by
3.5 Technology
So far, only three Eugene caterers offer online ordering, which means that the primary methods of ordering catered lunches in
Eugene/Springfield are still by phone or fax. Catering For Kids will offer fax/phone ordering with either trained students or staff taking
orders with a minimum two days in advance of delivery. During this first year, Catering For Kids will primarily serve Bright Future internal
customers only and online ordering will be unnecessary. However, in the long term as more customers become used to ordering lunch
online, Catering For Kids may update its website to receive online orders. During year two, Catering For Kids will have a website that
includes its complete menu and contact information. We will include this website address on as many printed materials as possible. The
administrative offices of Bright Future currently updates and maintains the organization's websites and we anticipate that this department
will also handle the design and creation of the Catering For Kids website.
Market Analysis
Year 1 Year 2 Year 3 Year 4 Year 5
Potential Customers Growth CAGR
Internal Customers 1% 1 1 1 1 1 0.00%
Nonprofit External Customers 13% 13 13 15 17 19 9.95%
For-profit External Customers 4% 4 4 4 4 4 0.00%
Total 7.46% 18 18 20 22 24 7.46%
Several of the above caterers, such as Napoli Restaurant, have a primary focus of operating their restaurant and may not put as much
emphasis on catering details. Others, like Wild Duck Brewery, are focused primarily on large events and require a 15 person minimum for
service. Still others, like Brindiamo Catering, are focused on very high-end customers and are out of the price range of many nonprofit
organizations at over $12 per person. Therefore, Catering For Kids's primary competitors are the smaller, deli-style caterers, such as Of
Grape & Grain and Ariana's Deli, whose prices are around $5-7 per person and who can be flexible with catering to small, less formal
meetings.
There are also a number of low-end caterers that will compete with Catering For Kids even before we grow beyond our internal clients, as
these caterers are currently used by some Bright Future programs now. These include:
Local and national grocery stores chains such as Albertson's that will make made-to-order deli submarine sandwiches, chips and
sides.
GOVERNANCE SUMMARY
The initial management team consists of the director of the Chambers School Governance Section Tips
and the school's culinary arts instructor. A part-time business manager will
also be hired who is able to instruct an afternoon shift of students in culinary This section should introduce the
arts and who will manage the Catering For Kids business. Additional staff will management team responsible
come from the culinary arts programs itself, consisting of five to ten trained
for running the organization and
high school age students with food handler's cards and a sincere interest in
the food and hospitality services industry. A board of advisory volunteers will
define personnel requirements.
assist the management team in making decisions regarding the operation of The following information should
the business. be included:
Personnel Plan
Year 1 Year 2 Year 3
Manager/Instructor $16,800 $17,640 $18,522
Students/Workers $7,200 $7,200 $7,200
Name or Title $0 $0 $0
Other $0 $0 $0
Total People $0 $0 $0
Total Payroll $24,000 $24,840 $25,722
The Catering For Kids will finance growth through cash flow, grants and school district revenues. We recognize that this means we will
have to grow more slowly than we might like but that no borrowing is necessary.
FINANCIAL STRUCTURE
Financial Structure Section
7.1 Important Assumptions
The financial plan depends on important assumptions, most of which are shown in
Tips
the following table. The key underlying assumptions are: This section should provide the
Direct food costs will be less than or equal to 30% of total direct costs. audience with a complete
A slow-growth economy without major recession or food crisis. understanding of the business’
No unforeseen changes in government grant funding availability.
current and projected future
Continued interest in restaurant and hospitality services by students of the
Chambers School. It has proved to be a highly popular program in the past and financial operations. The following
we have no reason to believe this situation will change. information should be included:
Continued interest in using catering services by organizations and businesses
in the Eugene/Springfield area.
Full current income
statement, balance sheet,
Other General Assumptions and statement of cash flows.
Fundraising strategy and
Year 1 Year 2 Year 3
forecast.
Plan Month 1 2 3
Projected income statement
Current Interest Rate 10.00% 10.00% 10.00%
for at least three (3) years.
Long-term Interest Rate 10.00% 10.00% 10.00%
List of assumptions made in
Tax Rate 0.00% 0.00% 0.00% projecting financial
Other 0.00% 0.00% 0.00% performance.
Stress tests to show worst
7.2 Fundraising Strategy case, best case, and
Catering For Kids is committed to balancing its budget and operating on a solid expected financial scenarios.
financial foundation. These efforts are based on a mixture of revenues from This should include a
catering events, fundraising, partnerships with local businesses and charitable breakeven analysis to show
gifting. Catering For Kids is emphasizing the need to reduce reliance on donations the point where and when the
and looks toward revenues from catering customers to support the program. Our
business will become
goal is to become self-sustaining, involving our students in the process of
maintaining a profitable and competitive venture that benefits our community. This profitable.
is a considerable challenge due to the number of local catering competitors, the
small size of the program and unpredictable variable costs.
Funding Forecast
Year 1 Year 2 Year 3
Units
Corporate boxed lunches 600 1,200 1,800
Corporate buffet lunches 600 630 662
Grant Funding 15,000 17,000 20,000
School District Reimbursement 7,200 7,200 7,200
Break-even Analysis
Monthly Units Break-even 2,555
Monthly Revenue Break-even $3,308
Assumptions:
Average Per-Unit Revenue $1.29
Average Per-Unit Variable Cost $0.10
Estimated Monthly Fixed Cost $3,043
Ratio Analysis
Year 1 Year 2 Year 3 Industry Profile
Funding Growth 0.00% 20.64% 19.87% 6.61%
Percent of Total Assets
Accounts Receivable 3.23% 2.00% 1.28% 5.65%
Inventory 7.35% 5.74% 4.12% 3.34%
APPENDIX
Appendix Section Tips
This section should contain
additional supplemental materials
that support the analyses
presented in the business plan.
Examples of items to include in
the appendix are:
Resumes for managerial
personnel and/or key decision
makers.
Financial analyses conducted
to support the production of
the projected income
statement, balance sheet,
and statement of cash flows.
Examples of marketing
materials.