1

Eva TanAge: 20

2

Mission Statement Mission Statement

Eva’s Edibles, a personal chef service, will provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchens.

Opportunity Columbus has a growing

population of professionals who have busy lifestyles, but want healthy—yet affordable—dinner options.

3

Business Profile

Type of Business Eva’s Edibles is a service business

cooking meals for customers in the customers’ own kitchens.

Legal Structure Eva’s Edibles is a Limited Liability

Company (LLC). I chose this status to protect my personal assets and give the company some added tax benefits.

4

Qualifications

I’m qualified to run this business because:

I am a Certified Personal Chef, a certification offered by the U.S. Personal Chef Association (USPCA).I ran an event-planning business for four years.I have an associate’s degree in Business Management and was Assistant to the Director of Campus Dining Services at Ohio State University.

5

Market AnalysisIndustry Name Personal Chef Industry/Special Food Services

Industry Size $32,000,000 (personalchef.com)

Total Population Columbus, Ohio, households with two or more people

Target Market Above households with household income of $50,000 or more

Potential Market Above households that go out to dinner or order in at least four days per week

301,800

27,690

110,760

Total Population

Target Market

Potential Market

6

Demographics Professional couples and

families, with household incomes of over $50,000

Geographics Greater Columbus, Ohio,

area Psychographics

Desires healthy food, often dual-income households living hectic lives, hard working, would like to spend more time at home without increasing time in the kitchen cooking and cleaning up

Buying Patterns Eats out often (4 times a

week) but would like to reduce the cost of eating out

Target Market Segment

7

Competitive Advantage

Eva’sEdibles

At-HomeChef

Chefd’JourFactors

$325/5 dinners

Quality of Product/Service

Price

Location

Reputation/Brands

Unique Factors/Knowledge

$400/5 dinners $500/5 dinners

Custom meals, healthy

Meals from chef’s plan, not

focused on health

Meals from chef’s plan,

healthy

Certified Personal Chef, event planning

Focuses on “kid friendly”

meals

Certified Personal Chef,

knows customers

Columbus Columbus Columbus

New to market Known, but not good

reputation

Well established,

good reputation

8

Marketing Mix Appeals to busy professional who value free time and healthy, home-cooked meals

Website, USPCA referrals, in-store promotions, providing samples at local events, customer retention program

Customers in the greater Columbus, OH area

I will purchase groceries, cook 5 dinners in the customer’s kitchen, store the meals in their freezer, and clean up

$325 for 5 full, healthy dinners is competitive, but affordable when compared to eating out or ordering in

9

Promotional Mix

Advertising Brochure, cards, postage, Website development

$146

Publicity Press releases, postage $5

Personal Selling

Contacting past customers of event-planning, OSU contacts, follow up mail-back cards from brochure

—

Sales Promotion

Purchasers of three 5-dinner meal plans receive free snacks and desserts

—

Other Customers referring other customers receive 10% for 3 meal plans

—

Total Monthly Promotional Expense $151

Promotional ExpenseMonthlyAmount

10

Cost of Materials/Labor

MaterialsMaterial Description Cost/Total Quantity Cost per Unit

Groceries Varies per customer, for 5 dinners

$100

Total Material Cost per Unit $100

LaborLabor Cost per Hour Time (in Hours) to

Make One UnitLabor Cost per Unit

$25 6 $150

Total Labor Cost per Unit $150

COSS (per Unit) $250

11

Economics of One Unit

Selling Price (per Unit) $325

COSS (per Unit) 250

Other Variable Expenses (per Unit) 4

Total Variable Expenses (per Unit) 254

Contribution Margin (per Unit) $71

Description of One Unit of Sale:

5-Dinner Plan (1 Day of Cooking)

12

Average Monthly Fixed Expenses

Fixed Expense Average Monthly Expense*

Insurance $117

Salaries of Employees —

Advertising 146

Interest —

Depreciation 17

Utilities (Gas, Electric, Telephone) 100

Rent —

Other Fixed Expenses (Auto- and Cooking-Related)

107

Total Average Monthly Fixed Expenses $487

* Numbers are rounded to the nearest dollar throughout.

13

Time-Management Plan

Schedule for a Typical WeekTotal Hours in a Week = 168

14

Monthly Sales Projections

First Year

05

10152025

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Un

its

So

ld

Total Units Sold

252

15

Monthly Break-Even Units

In an average month, the company will begin to make a profit after selling units.8

57171

= 8.04

16

Projected Yearly Income Statement

First YearSelling Price per Unit $325

Number of Units Sold 252

Total Sales $81,900

Variable Expenses 64,000

Contribution Margin 17,892

Fixed Operating Expenses 5,844

Pre-Tax Profit 12,048

Taxes @ 15% $1,807

Net Profit $10,241

17

Start-Up InvestmentStart-Up Expenditures

Item Where Will I Buy This? Cost

Knife Kit (7-Knife Set)

On-Line $550

Cooking Equipment (10-Piece Set)

On-Line 475

Miscellaneous Cooking Equipment

On-Line 313

Spices, Oils, etc. Grocery Store 100

Wheeled Cart On-Line 550

Total Start-Up Expenditures $1,988

Cash ReservesEmergency Fund $1,000

Reserve for Fixed Expenses 2,012

$5,000Total Start-Up Investment

18

ROS & ROI

$10,241$81,900

X 100 =13% ROS $0.13

$2.05

$10,241$81,900X 100 =13% ROS

$10,241$5,000 X 100 =205% ROI

19

Financing Strategy

Source Amount Debt Equity Gift

Personal Savings $5,000 $5,000

Relatives/Friends — — — —

Investor — — —

Partner(s) — — —

Totals $5,000 — $5,000 —

$5,000Total Start-Up Investment

20

Business Responsibility& Philanthropy

Business Responsibility Use natural, organic, locally grown ingredients Use “green” practices Choose vendors who are environmentally and socially

responsible

Philanthropy Provide internships for culinary students in the

community Speak to elementary students about healthy eating Contribute 1% of yearly net profit to local food bank

after three years of operation

21

Business & Personal Goals

Build a strong customer base to ensure returning customers

Strengthen relationship with local grocers and farmers to reduce costs and offer better produce

Take a USPC course on growing a personal chef business

Use the services of the USPC more, including local meetings to meet colleagues

Business Personal

Lease or buy a commercial kitchen to serve more clients by delivering meals to customers

Establish a relationship with the local community college in order to find graduating culinary students as possible employees

Sh

ort

-Ter

mL

on

g-T

erm

I have no plans to leave the business in the foreseeable future

Investigate the possibility that in the future the business could be franchised in other cities

22

Thank you foryour

consideration.

Let us be your personal chef!