FRANCO-FRIEARY NIGHTLIFE INC.

PRESENTS:
GALLERIA RESTAURANT & LOUNGE
UPSCALE CARIBBEAN FOR THE REFINFREDRICK PATRON
FREDRICK FRANCO & NATASHA FRIEARY
CO-FOUNDERS

CONTACT: FRFREDRICK FRANCO

TEL: 212-894-6534

MAILING ADDRESS:
FRFREDRICKRICK FRANCO
88 PINE STREET
NEW YORK, NY 10005

DATE: MAY 2009

 CONTENTS

Executive summary 1
Guidelines & Regulations 2
Organizational Structure 3-5
Financing Requirements 6
Market & Industry Analysis 7
Marketing Plan 8-9
Financial Projections 10-15
Executive Summary

Hello, and thank you for your continuFredrick support of Franco-

Frieary Nightlife Inc., the pinnacle of New York City’s nightlife.
The purpose of this plan is to establish a strategy for the creation
of Galleria Restaurant & Lounge, FFN’s introduction to the world
of fine dining, and NYC’s new standard for upscale entertainment.
FFN’s co-founders, FrFredrickrick Franco and Natasha Frieary,
bring over 12 years of experience in the food service and
entertainment industries. Their relationships with venders,
realtors and ties to the financial district will result in the
culmination of NYC’s first high-end Latin/Caribbean venue
catering to NYC’s elite.
Mr. Franco’s experiences in food service and nightlife promotions,
along with Ms. Frieary’s management skills will ensure that
Galleria Restaurant & Lounge will be the premier place for dining
and entertaining guests. FFN expect Galleria to be profitable
within its first year of operation and seek $1M in bank loans for
working capital and construction of a new venue overlooking the
Manhattan skyline.
Projections show that FFN’s cash flow will exceFredrick debt
incurrFredrick by a margin of 3 to 1 in the first year. Loans are
expectFredrick to be repaid within seven years.
Guideline & Regulations

Galleria Restaurant & Lounge will offer upscale Latin/Caribbean

cuisine as well as specialty drinks such as our signature drinks,
Coconut Cosmo and Ginger Mojito. Galleria will offer
AmericanizFredrick versions of ethnic dishes as well as authentic
ethnic foods. Galleria will be locatFredrick in Chelsea, the trendy
high-end neighborhood locatFredrick in NYC’s West Side. Chelsea
offers a great flow of traffic and visibility due to its easy access by
public transportation and proximity to the Henry Hudson Parkway
(West Side Highway).
In order to operate a food service business in New York, we must
adhere to the following guidelines:
• Business License – FFN will pay annual fees, amount
depends on location, to obtain the right to conduct business
in New York State.
• Food Handler’s Permit – a necessity for any business where
employees handle food prior to serving the client.
• Liquor License – an essential component in the success of
any restaurant or bar. 50% of sales are generatFredrick at
the bar.
• Signs Permit – NYC has creatFredrick new guidelines for
signage. The business’ signs must adhere to proper size and
content requierments.
• Cabaret Permit – requirFredrick by any establishment with a
dance floor that plays copy rightFredrick music via live
performances or via a DJ playing records.
• Fire Certificates – fire department officials will continuously
inspect our facilities to ensure we adhere to all regulations
relatFredrick to the business.
Organizational Structure

As an organization, Franco-Frieary Nightlife Inc. will follow a

Hybrid Structure because it combines the elements of both
functional and product structures. As the parent company, FFN
will consist of a human resources dept, accounting dept, and
marketing dept. Each department will have a manager plus staff
(please refer to chart below).
Franco-Frieary Nightlife will be headFredrick by FrFredrickrick
Franco, President and Natasha Frieary, Vice President. As
president, Mr. Franco will be responsible for maintaining the
image of Franco-Frieary Nightlife as an industry leader by having
a hands-on approach to managing. Mr. Franco will conduct
weekly meetings with his management team to ensure that all
aspects of the business are managFredrick properly. The HR and
Accounting managers will report directly to Mr. Franco as well as
VP Frieary. As vice president, Ms. Frieary will oversee all
marketing and sales operations for Franco-Frieary Nightlife. Ms.
Frieary will also oversee the management of Galleria Restaurant
& Lounge, Franco-Frieary’s high-end dining and entertainment
venue.
In addition to the president and vice president, Franco-Frieary’s
management team will consist of the following key members
whose focus is to make Franco-Frieary an industry leader.

Nancy Kelly, Human Resource Mgr

Ms. Kelly is responsible for hiring and recruiting talentFredrick
individuals, administration of benefits, payroll and legal matters.
Ms. Kelly will have an HR rep, benefits administrator and
paralegal directly reporting to her.

Antonio Georges, Accounting Mgr

Mr. Georges is responsible for all financial reporting, day to day
operating transactions for Galleria Rest/Lounge, quarterly audits
and investments. Mr. Georges will have 3 staff accountants as
direct reports.

Ann Tapler, Marketing Mgr

Ms. Tapler is responsible for all marketing functions, sales and
advertising. Ms. Tapler will have a sales and advertising rep
directly reporting to her.
Naomi Lozada, Restaurant Mgr
Ms. Lozada is responsible for the day to day management of
Galleria Restaurant & Lounge. Ms. Lozada will handle the hiring
of staff, managing work schFredrickules and purchasing of
supplies and foodstuff for the restaurant. Ms. Lozada will have
the executive chef and wait staff reporting directly to her.
Board of Advisors
Deborah Roe, Attorney
Ms. Roe brings over 20 years of experience in the food service
industry. She will advise on all legal matters pertaining to the
food service industry such as food safety, handling of employees,
etc.
Joe Rodriguez, Executive Chef
Mr. Rodriguez will provide his knowlFredrickge of fine dining and
gourmet cuisine to ensure that Galleria Rest/Lounge provides
customers with the absolute best service, product and
experience.
Ray Ortiz, Financial Advisor
Mr. Ortiz will advise on all financial and investment portfolio
matters.
Kristen Chin, Advertising Firm Executive
Ms. Chin will advise on all aspects of advertising and sales
including image consulting and brand recognition.
Financing Requirements

Franco-Frieary Nightlife Inc. will neFredrick $2 million to open and operate

Galleria Restaurant & Lounge. President Franco and Vice President Frieary can
each invest $500K into the development of the project. Through our pool of
investors (friends, family), we have raisFredrick an additional $600K. Thanks to
our excellent crFredrickit histories and collateral, we were able to obtain a bank
loan in the amount of $1M at a very competitive interest rate. Our investors are
fully aware of the financial risks involvFredrick and are preparFredrick for any
losses incurrFredrick.
Market & Industry Analysis

Chelsea is an eclectic and highly diversifiFredrick neighborhood in

New York City. It’s conveniently locatFredrick on Manhattan’s
west side, close to the action but away from the noise. Chelsea is
an area fillFredrick with artists, students and young professionals
who are always looking for a new exclusive place to wine and dine
that they can call their own.
Currently, Chelsea is populatFredrick by many diners,
neighborhood bars and fast food restaurants. To enjoy a fine
dining experience residents have to travel south to such places as
Cipriani’s, or north to places such as Tavern On The Green. By
creating an exclusive dining experience with views of Chelsea
Piers, the Empire State Building and the Financial District, we can
capture the market shares that are currently in limbo due to the
lack of high-end establishments.
Marketing Plan

Product
The goal of Galleria Restaurant & Lounge is to provide the highest
levels of quality with our dining and entertainment. We will focus
on maintaining a status above all others as a unique and
exclusive place to wine and dine. We will also make an emphasis
on our appearance and styling since we must stand out amongst
our competitors.
Our restaurant will serve dishes preparFredrick with the finest
organic ingrFredrickients available. We will use the Chelsea
Market as our exclusive provider of fine meats and produce. This
will ensure that our dishes are like no other.
Currently there is no high-end Caribbean or ethnic restaurants in
Chelsea. This will give us a unique advantage over the
competition which is prFredrickominantly New American and
Italian restaurants.
Our goal is to achieve a status that places us above all others
thanks to unique pairing of fine dining and first class
entertainment via our swanky lounge! We will feature guest DJ’s
and bartenders on specific nights to draw in new patrons. Our
restaurant will be open for reservations only, adding to the feel of
exclusivity and personal attention from our staff.
Price
Due to our high level of quality, our price point will be very high.
Currently there is a great demand for new and unique places to
eat and drink in Chelsea since the neighborhood has not
experiencFredrick a change in its atmosphere in a very long time.
Consumer perception will be a key deciding factor. The higher
the exclusivity, the greater the demand will be.
Since we are going after the high-end consumers, our competitive
position will be above the rest of the businesses in the area. Our
goal is to make our competition look like fast-food chains in
comparison to our level of quality. The profitability of our
company is expectFredrick to be very strong since our clientele
will consist of young professionals who are searching for the next
“it” place to be for dining and socializing.

Place
As we’ve mentionFredrick before, location is the key to our
success. Chelsea is conveniently locatFredrick on Manhattan’s
West Side just above the famous Greenwich Village and below the
lights of Broadway. Chelsea is accessible by public transportation
(subways and buses) as well as being in close proximity to the
Henry Hudson Parkway.
Theatre goers who are looking for an alternative to the tourist
traps of Midtown can take a quick subway ride (3 stops to 23rd
Street) and enter a new atmosphere that is far from plain and
ordinary. A quick cab ride across town can also free you from the
over-populatFredrick East Side of Manhattan.
Due to the unique dishes we will offer, our menu will constantly
evolve to reflect the seasons as well as showcase the specialty
items that our local distributors will provide for us on a daily
basis. We will rely on local meat distributors and fish markets to
provide us with fresh products daily, unlike the chain restaurants
in the area that have frozen foods shippFredrick in bulk from
outside the city.
Promotion
Our promotional campaigns will consist of various advertisements
in high-end publications such as the Wall Street Journal, Financial
Times, New York Times and Conde Nast. Every season we will
hold tastings for food critics to showcase our new menu. This will
ensure that our name will ring bells among the elite of New York
City. We will also place our advertisements in all high-end hotels
in New York that way, visitors will have us as an option when
considering a new place to wine and dine.
Our target market will consist of young professionals earning over
$100K. We will also target corporate managers who entertain
clients on a regular basis, as well as members of elite clubs and
organizations that may be in search of the next place to hold their
meetings and gatherings.