E E EVA S EDIBLES A Personal Chef Service

E E EVA’S EDIBLES A Personal Chef Service Eva Tan President Age: 20 1

Mission Statement Describe the Opportunity u Busy lifestyles u Increase in health consciousness u Desire for quick and nutritious dinner Mission Statement u 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. 2

Business Profile Type of Business u Service Business u Benefits: § Less time shopping, cooking, cleaning up § Eat dinner whenever at home § Delicious, healthy dinners § Less Expensive Legal Structure u Limited Liability Company (LLC) § Protect personal assets and tax benefits 3

Qualifications I am qualified to run this business because: Associates Degree-Business Management Assistant Director-Campus Dining Services at OSU Certified Personal Chef (CPC) 4

Market Analysis Industry Name Personal Chef Industry/Special Food Services Industry Size $31, 130, 659, 000 Total Population Columbus, OH • Households with two or more people Target Market • • • Potential Market Size • • Men and women In business or medical field Average Household Income: $50, 000 25% of Target Market purchase food outside four times/week. Willing to purchase Eva’s Edibles healthy meals. 301, 800 110, 760 27, 690 5

Consumer Profile By Location u Greater Columbus, OH area By Population u Professionals 25 -45 primarily in growing business and medical areas. By Personality u Hard working, busy professionals that like to spend free time with friends. Like to exercise and stay active and eat healthy. By Behavior u Eat out often (4 times a week), spend on friends and family outings. Brand conscious and loyal customers. By Income u Household Income of $50, 000 or more. Educated consumers that do research on any large purchases. 6

Competitive Advantage Factors Athome Chef Franchise Restaurant Your Business Healthy Not Good– service/not healthy Custom meals—Very Good Price $300 -$500 $50 -$70 $325 Location Columbus, OH Brand/Reputation Well. Established Well-known, but not good New to market Unique Knowledge Knows clientele Quality of Product/Service Very Good Fast turn around, franchise model Certified USPCA/local suppliers 7

Marketing Plan People: Who will buy your product/ service? Busy people who value free time and good, home -cooked food Price: What is your product/ service price? $325 meal plan— Competitive but more affordable Promotion: How will you promote your product/ service? Marketing Mix Place: Where will you sell your product/service? Columbus, OH area in customer homes Website, referral listings, in-store , and local event sampling Product: What is your product/ service? Personal chef that purchases groceries, cooks in house, and cleans up 8

Marketing Plan Awareness Purchase Retention Current & Short Term (1 month-6 months) • Company website • Listing on www. hireachef. com • Brochures at local stores • Presentation at Wire Whisk • Free samples, gift baskets, discounts at local events, for example, Earth Day, fairs, malls • Free snacks and desserts after purchasing 3 meal plans Long Term ( 6 months-1 year) Referrals from customers Monthly cost by phase: Additional discounts and coupons in local papers Offer 10% discount for new client referrals $50. 00 $45. 83 Awareness Purchase Retention 9

Cost of Materials/Direct Labor Definition of One Unit Cost of Sales per Unit Direct Labor (Labor Cost per Hour) (A) Time (in hours) to make 1 unit (B) Direct Labor Cost per Unit $25. 00 6 hours $150. 00 (A)*(B) 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 10

Economics of One Unit Definition of One Unit 5 -dinner plan (1 day of cooking) Selling Price per Unit $325 Direct Labor per Unit $150 Materials per Unit $100 Total COGS per Unit $250 Total Other Variable Costs per Unit (Gas) $4 Total Cost of Sales $254 Contribution Margin $71 11

Average Monthly Fixed Costs 10 th Edition-Chapter 9/11 th 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 12

Time Management Plan Business Schedule for a Typical Week 13

Monthly Sales Projections 7 days Monthly Break. Even Units 7 days Total Units 252 Monthly Full Capacity 22 days 14

Projected Yearly Income Statement Selling Price per Unit # of Units Sold Total Sales Total COGS Other Variable Costs $325 252 $81, 900 $63, 000 $1, 008 Total Variable Costs $64, 008 Gross Profit $17, 892 Yearly Fixed Costs Other Costs/Unforeseen Total Fixed Costs Profit before Taxes Less Estimated Taxes @15% Net Profit $5, 842 $0 $5, 842 $12, 050 $1, 808 $10, 242 15

Start-Up Investment Item Where 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 50 hours x $100/hour = $500 16

Return …on Investment Annual Net Profit = Start-Up Invest. $10, 242 $5, 000 …on Sales Annual Net Profit Total Sales = 204. 84% $2. 04 (dollar equivalent) 12. 51% $10, 242 $81, 900 $0. 13 (dollar equivalent) 17

Financing Strategy for Total Start-up Investment Source Eva’s Personal Savings Totals: Amount $5, 000 Debt Equity Gift X $ 5, 000 18

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. 19

Business & Educational Goals Personal Long Term Short Term Business • • Build a strong customer base in Year 1 to ensure returning customers. USPCA course on growing personal chef business Strengthen relationship with local grocers and farmers to reduce costs and obtain better produce. Learn from colleagues from USPCA Increase market penetration by leasing/buying commercial kitchen May sell the business or franchise Develop skills as a personal chef to potentially start a healthy food restaurant. Deliver meals to customers 20

Eat healthy, Eat happy Thank you for your consideration! EVA’S EDIBLES Columbus, OH 21