Catering For Kids Business Plan - Energy
Catering For Kids Business Plan Example October 24, 2011
Catering for Kids Business Plan 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 Business Plan Example i
Catering for Kids Business Plan 6.4 Personnel Plan . 15 Financial Structure . 17 7.1 Important Assumptions . 17 7.2 Fundraising Strategy . 17 7.2.1 Fundraising Programs . 17 7.2.2 Funding Forecast. 18 7.3 Break-even Analysis . 19 7.4 Projected Surplus or Deficit . 20 7.6 Projected Cash Flow . 22 7.7 Projected Balance Sheet . 23 7.8 Standard Ratios . 24 Appendix . 27 Business Plan Example ii
Catering for Kids Business Plan Overview of Business Plan Example The following business plan example, “Catering For Kids”1, has been edited and adapted from its original to serve as an illustration of a functional and realistic business plan. This example will: Provide a template for business plan creation Demonstrate how to apply a business model or idea to a business plan framework Contain general information applicable to a variety of business types Offer guidance with respect to appropriate business plan content, layout, design, organization, and structure (see “Tips”) This example will not: 1 Capture the unique operating characteristics of various business types Be directly transferrable to all business models Source: http://www.bplans.com Business Plan Example iii
Catering for Kids Business Plan EXECUTIVE SUMMARY Bright Future Youth and Family Services is a private nonprofit organization that serves more than 7,000 children, youth and families each year in Lane County, 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 closely with, and helps shape, the major systems that impact the young people and families in our community and state. You will find us involved in such diverse areas as mental health, juvenile justice, positive youth development, education, and work readiness. The Chambers School and Career Center is one of ten tax-exempt nonprofit programs of Bright Future Youth and Family Services. Our mission is to assist at-risk youth in the Eugene/Springfield area in becoming productive citizens by providing a learning and work environment where they feel challenged, respected, and accountable as they strive to meet the demands of adulthood. We have a staff of approximately 250 employees and also utilize several volunteers each year who play a vital role in the organization. After a successful first year of operating the culinary arts program, we are looking to expand the program further. By developing the program into a full day program of academics and culinary arts training, we can develop an 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 business (called the Catering For Kids), we could offer our students the opportunity to gain valuable work experience for which they can earn both school credit and a stipend, acquire entrepreneurial business skills and achieve a real sense of accomplishment. Executive Summary Section Tips This section should encompass the most important points of the entire business plan in no more than two (2) pages. The following information should be included: Description of the organization, its mission, objectives, and keys to success. Brief introduction of executive management structure. Definition of the industry in which the business operates. Outlook on the potential and future of the business. This should be the last section of the plan written. However, major challenges face Catering For Kids in the future. These include the need to: 1. 2. 3. Fund the program, including possible expansion of the existing commercial kitchen or lease of a larger kitchen off-campus. Employ additional staff to teach the afternoon curriculum. 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. Business Plan Example 1
Catering for Kids Business Plan 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. 1.3 Keys to Success Cultivate an identity (brand) for the Catering For Kids business in the Eugene/Springfield community. Expand our customer base into new areas within Eugene/Springfield. Hire a year-round business manager for the catering business, thereby providing student employment twelve months of the year. Expand the donor/corporate partner base and corporate contributions that add to the financial resources of Chambers School's programs. Provide students with entrepreneurial job skills that can open doors to future employment opportunities. Acquire additional equipment to support future growth and offer greater flexibility, leading to expanded services offered by Catering For Kids that will further the goal of providing valuable work opportunities for homeless and at-risk youth. 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. Business Plan Example 2
Catering for Kids Business Plan ASSETS AND INFRASTRUCTURE The Chambers School and Career Center is an accredited alternative school, offering education and vocational training for out-of-school youth, ages 14 to 21. Our mission is to help prepare young adults to become productive citizens by providing a work and learning environment where they feel challenged, respected, and accountable as they strive to meet the demands of adulthood. The program is funded by the Lane Workforce Partnership, Oregon Youth Conservation Corps, Department of Human Resources, and the local school districts. Services: Comprehensive career and basic skills assessment. Basic skills instruction (reading, writing, and math). Credit recovery toward a high school diploma. General Education Development (GED) instruction. Basic computer skills instruction. Pre-Employment skills training and job search assistance and placement. Work-based learning opportunities. Access to community resources. Assistance with transportation, job search clothing, child care, and GED testing fees. Independent Living Skills Program for youth in foster care. Assets & Infrastructure Section Tips This section should inform the audience about the resources and capital needed to run the business. The following information should be included: Legal designation of the organization. Funding requirements for start-up/operations. Description of the location and quality of facilities, equipment, and other materials needed to operate the business. 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. 2.1 Legal Entity Bright Future Youth and Family Services is a 501(c)3 tax-exempt not-for-profit organization that strives to uphold the following values: Providing quality services to all of our clients, regardless of age, sex, race, color, religion, national origin, sexual orientation, mental or physical disabilities or ability to pay for services. Showing sensitivity and caring. Being accountable and responsive. Pursuing professional excellence. Offering a fulfilling work experience and professional development for its employees. 2.2 Start-up Summary Our start-up costs primarily cover inventory costs, marketing materials, and the services of a business consultant from the University of Oregon. The assumptions are shown in the following tables and chart. We will use existing assets in order to keep start-up expenses and need for capital assets down in the early stages of operation. Business Plan Example 3
Catering for Kids Business Plan Start-up Requirements Start-up Expenses Dept. of Health Fees Brochures Consultants Lease (Commercial kitchen) 75 655 2,000 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 Cash Requirements from Start-up Additional Cash Raised 0 15,449 0 Cash Balance on Starting Date 15,449 Total Assets 15,449 Liabilities and Capital Business Plan Example 4
Catering for Kids Business Plan Start-up Funding Liabilities Current Borrowing 0 Long-term Liabilities 0 Accounts Payable (Outstanding Bills) 0 Other Current Liabilities (interest-free) 0 Total Liabilities 0 Capital Planned Investment Grantor 1 30,000 Other 0 Additional Investment Requirement 0 Total Planned Investment Loss at Start-up (Start-up Expenses) 30,000 ( 14,551) Total Capital 15,449 Total Capital and Liabilities 15,449 Total Funding 30,000 2.3 Locations and Facilities Catering For Kids will be located inside the Chambers School and Career Center at 1390 Keasey Boulevard in Eugene, Oregon. The school facility includes a commercial kitchen that is licensed by the Oregon Department of Human Services to serve the public. Currently, the kitchen is used by the culinary arts program to prepare and serve breakfast and lunch for students during each school year. 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. Business Plan Example 5
Catering for Kids Business Plan Milestones Milestone Start Date End Date Budget Manager Department Business plan 7/1/2002 9/30/2002 4,500 Saffron Mullay Consultant Commercial kitchen certification 8/1/2002 9/1/2002 75 Christy Smith Director Overhaul culinary arts schedule 8/1/2002 9/1/2002 0 Monica Kraft Culinary Arts Hire part-time business manager 8/1/2002 9/1/2002 12,000 Christy Smith Director Buy food supplies 8/1/2002 9/1/2002 2,000 Monica Kraft Culinary Arts Buy equipment 10/1/2002 10/15/2002 100 Monica Kraft Culinary Arts Create entrepreneurial curriculum 10/1/2002 10/31/2002 0 Christy Smith Director Printing of marketing materials 10/1/2002 10/31/2002 655 Christy Smith Director Totals Business Plan Example 19,330 6
Catering for Kids Business Plan SERVICE OFFERING (PRODUCTS) 3.1 Product Description Corporate customers demand that food and presentation quality be consistently high, which is why Catering For Kids will strive to maintain the best quality possible. Our ingredients include high quality products and many goods are baked fresh daily. Each boxed lunch is packed with the utmost care in environmentally responsible packaging. Food Product Descriptions Boxed lunches: a sandwich or salad with dressing packet, deli salad (i.e. pasta salad or cottage cheese, cinnamon and fresh fruit), fresh seasonal fruit, chips and a cookie. Sandwich or salad options will include: Roast beef and havarti dill sandwich; Avocado, smoked turkey, lettuce and tomato sandwich; Chicken caesar salad sandwich; Chicken salad with red grapes croissant sandwich; Garden hummus and provolone sandwich; Hawaiian sunrise with turkey ham; Pear, walnut and goat cheese salad. Service Offering Section Tips This section should describe the product(s) the business plans to offer in detail. The following should be addressed: Buffet style lunches: Party platters of meats, cheeses, breads, fruit, condiments, chips and dessert; Sandwich wrap platters with several deli salad options, fruit, chips and dessert; Baked potato bar with toppings, macaroni salad, fruit and dessert; Lasagna bar (including several types) with french bread, salad and fruit and desert; Taco salad bar with fresh toppings, taco shells and fresh salsas. Functional purpose and range of the product(s) offered. Product complements and/or alternatives. Supply chain for the product(s) (how the business intends to source input materials). Potential for future product development or advancement. 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. 3.2 Alternative Providers A number of other caterers offer boxed lunches for business clients. However, none of these businesses specialize in serving the nonprofit sector, nor are they themselves a nonprofit that benefits the local community. Catering For Kids will specialize in developing excellent relationships with its nonprofit clientele. We believe that this unique position, combined with competitively priced, fresh, high-quality meals will set Catering For Kids apart as the premier caterer for the Lane County nonprofit sector. 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 Business Plan Example 7
Catering for Kids Business Plan the Chambers School's Culinary Arts instructor. Management of Catering For Kids itself, including finances, marketing and building client relationships, will be handled primarily by a paid part-time staff member. 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. 3.6 Future Products As our business grows, we foresee the need to expand our current kitchen, which may mean opening a second location in which students can work to prepare meals and receive instruction. This additional kitchen must meet strict guidelines set forth by the Department of Human Services and will require our students to be transported to and from this location under adult supervision. However, this second location will allow Catering For Kids to allow an even greater number of at-risk youth to gain valuable work experience before they graduate, thus furthering the ultimate goal of Catering For Kids. Business Plan Example 8
Catering for Kids Business Plan MARKET AND CUSTOMER ANALYSIS According to the Eugene Area Chamber of Commerce, "at the heart of the Eugene economy are the homegrown small and medium-sized businesses. Most of Eugene's businesses employ fewer than 20 workers. From specialty retail shops to financial service firms, from management consultancies to ethnic groceries, Eugene's small business community is diverse, active, thriving and well-supported. Including sole proprietorships and limited partnerships, there are more than 10,000 businesses in and around Eugene." Eugene/Springfield's population has grown 3.95% on average since 1998 and this new growth has meant new businesses and expanding opportunities for catering companies who can serve these businesses' needs. Catering For Kids anticipates that Eugene/Springfield businesses have unmet demand for catered lunch meetings and other events. And unlike other restaurant and food-related businesses, business to business catering is not as cyclical as business to consumer catering. Businesses continue to have lunch meetings and employees who wish to purchase their lunches year round. In order to gain some insight into the market size and demand, we undertook some market research. Market and Customer Analysis Section Tips 4.1 Market Segmentation Catering For Kids will serve three primary groups of customers. As our business grows, we will begin serving these groups in the order listed below as each new customer group represents a larger step into the community and therefore requires Catering For Kids to differentiate itself further from local for-profit caterers. All of our target customers may be defined as corporate clients who are continually looking for new, refreshing meals to eat at recurring lunchtime meetings. This section should describe the product(s) you plan to offer and the market you plan to enter in detail. The following should be addressed: Market name, segmentation, size, and trends. Description of target customer(s). Marketing, pricing, and promotion strategies. Value proposition – what makes the product(s) worth it for consumers and better than alternatives/competitors? 1. Internal Bright Future Customers: Board of Directors meetings, serving 35-45 meals per month in either a buffet or lunch box format. Board Sub-committee meetings, serving 40-50 meals per month in either a buffet or lunch box format. Bright Future Counseling Center meetings, serving approximately 25 meals each week in either a buffet or lunch box format. Miscellaneous meetings throughout the Bright Future organization, which has over 250 employees on staff. Rolling cart lunch service at various Bright Future locations in Eugene/Springfield, serving boxed lunches and beverages only. 2. Nonprofit External Customers: Catered meetings held by other nonprofit clients. 3. For-profit External Customers: Rolling cart boxed lunch and College City coffee service in local government or private sector offices that are underserved by local restaurants and coffee shops. Business Plan Example 9
Catering for Kids Business Plan Market Analysis Year 1 Year 2 Year 3 Year 4 Year 5 Potential Customers Growth 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% 7.46% 18 18 20 22 24 7.46% Total CAGR 4.2 Target Market Segment Strategy Catering For Kids' target market segment is nonprofit customers (including internal customers). We plan to target this group for several important reasons. First, we are a nonprofit organization and believe that we are better positioned to serve the needs of other nonprofits. Secondly, we believe that nonprofit organizations are more likely to try and continue to use a fellow nonprofit for catering services. Thirdly, we do not intend to jump into the commercial catering market in direct competition with for-profit caterers. By postponing this direct competition, we believe our organization will be better able to remain focused on our primary ob
The following business plan example, "Catering For Kids" 1, has been edited and adapted from its original to serve as an illustration of a functional and realistic business plan. This example will: Provide a template for business plan creation Demonstrate how to apply a business model or idea to a business plan framework
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Catering for Kids Business Plan Business Plan Example iii Overview of Business Plan Example . The following business plan example, “Catering For Kids” 1, has been edited and adapted from its original to serve as an illustration of a functional and realistic business plan. This example will: Provide a template for business plan creation
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