Taste Temptations Café

Business PlanLisa Campbell

Brian LancefordKeirstyn Stone

Thomas Thompson

To: Michael GarnierSolano Community Bank1313 Student Way

Dear Mr. Garnier, Following is the business plan for Taste Temptations Café. It is our hope that you will agree with our assessment of the need for this new eating establishment in the Vacaville area. It will provide a unique choice for the residents.

Taste Temptations Café will focus on home cooked foods available for those with a busy lifestyle. We will have fresh snacks, entrees, and desserts ready for takeout or to enjoy in our café. The menu will consist of the anchor items and be enhanced with daily specials for variety.

Thank you for your consideration,Lisa CampbellBrian LuncefordKierstyn StoneThomas Thompson

Table of Contents1.0 Executive Summery

1.1 Mission Statement1.2 Vision Statement

2.0 Management Team2.1 Key position description

3.0 Financial Plan

4.0 Start-up Capital

5.0 Marketing Plan

6.0 Location Analyses

7.0 Appendix

Taste TemptationsExecutive Summery

Taste Temptations Café is an eatery focused on providing home cooked -taste, combine with convenience and quality ingredients. The café will provide a unique choice for the busy people of our community.The store will be set up to accommodate the customer who has stopped in to grab a snack or a meal to go. There will be many selections premade and packaged for faster service. These items will be prepared or delivered fresh. There will also be a menu of items that can be prepared to order either to go or to eat in the café. The owners of the café have a varied background of experience and will use their combine knowledge to competently and effectively build Taste Temptations Café into a thriving and profitable business.Lisa Campbell has owned and operated a catering company, managed a Rocky Mountain Chocolate Factory franchise store, managed an event venue, and organized and produced several profitable fund raising events. The skills and knowledge Lisa has gained through these positions will enable her to plan the menus, procure the best and freshest products, hire productive employees and manage employees effectively.Brian Lunceford has a degree in business finance and accounting. This will give him the knowledge necessary to manage the company’s finances efficiently and lead the company in a profitable endeavor. Brian also has experience as a facilities manager, a quality assurance supervisor, and a mechanic

supervisor. These skills will allow Brian to oversee and assist in the ongoing maintenance and repair of the facility and equipment. His supervisory skills will be used to oversee the employees and insure quality performance.The silent partner has been a successful business owner and will be available to both owners for advice and directions however will not influence the running of the company in any other way except in the case of unresolved decisions between the owners who have agreed to abide by the silent partner’s final decision.There are several food establishments that are to be considered competition however the unique nature of the café will establish it as favorite in Vacaville. The goal of Taste Temptations Café is to become a local favorite with residents of the nearby cities traveling the short distance to purchase the quality foods available. In the future stores will be opened in Davis, Woodland, and West Sacramento.

Taste TemptationsMission Statement

Taste Temptations is a cafe specializing in home-made flavors that a busy society is longing for. We strive to make each customer a repeat customer by using quality ingredients served in taste tempting dishes and served in an inviting, comfortable and friendly environment.

Taste TemptationsVision Statement

1. To become a leading eatery in Vacaville, Ca.2. To grow with the community3. To embrace new food trends and developing menu items to include them4. Striving to continually improve our products and service.

President (Lisa Campbell)

Store Manager

Cook Cook Sales Associate Sales Associate Sales Asociate

Financial officer (Brian Lunceford)

Marketing Director (Kierston Stone)

Equipment/Site Director

(Thomas Thompson)

Taste Temptations CaféOutline of 4 key positions

President: As co-owner in the café the president along with the Financial Officer will make all decisions pertaining to the building and running of the company. If there should be any discrepancy that cannot be settled amicably the silent partner will be consulted. The president shall directly oversee the day to day running of the café with the manager reporting to them. This position will be held by Lisa Campbell. Qualifications include: part owner of private catering company, retail sales, Manager of Rocky Mountain Chocolate Factory, venue manager and event coordinator.

Financial Officer: As co-owner in the café the financial officer along with the president will make all decisions pertaining to the building and running of the company. If there should be any discrepancy that cannot be settled amicably the silent partner will be consulted. The Financial officer shall be responsible for all financial matters. The marketing director and the location manager shall report directly to them.

This position will be held by Brian Lunceford. Qualifications include: College degree in financial management, supervisory experience overseeing up to 40 employees, construction and maintenance.

Marketing Director: This position will encompass all marketing aspects to include website development and updating, brochures, ad copy, and radio scripting. The person shall also track results of our marketing campaigns. The marketing director will work with the financial officer to make the marketing budget and determine where advertising dollars are best spent.

This position will be held by Kierstyn Stone. Qualifications include: Marketing for Green Bean Café, College degree in small business marketing.

Equipment/site Manager: This position will be responsible for the upkeep and maintenance of the café. Duties include location advisor, café design, daily repairs and maintenance. This person will report directly to the financial officer.

This position will be held by Thomas Thompson. Qualifications include: Previous building refurbishing, small appliance maintenance and repair and business space design.

Taste Temptations3 Year Business Projection

2011 2012 2013

Sales $400,000 $440,000.00 $506,000.00

Operating ExpensesSalary $201,600.00 $206,640.00 $212,840.00Payroll $20,160.00 $20,664.00 $21,284.00Outside services (laundry, etc.) $3,600.00 $3,600.00 $3,600.00Inventory $12,000.00 $15,000.00 $18,000.00Repairs $1,000.00 $1,100.00 $1,100.00Advertising $15,000.00 $15,000.00 $15,000.00Accounting $2,400.00 $2,400.00 $2,400.00Rent $108,000.00 $108,000.00 $108,000.00Tele $1,200.00 $1,200.00 $1,200.00Utilities $6,000.00 $6,000.00 $6,000.00Insurance $30,000.00 $30,000.00 $30,000.00Taxes $15,000.00 $18,000.00 $19,500.00Other Expenses 1 $5,000.00 $5,000.00 $5,000.00Total Expenses $420,960.00 $432,604.00 $443,924.00

Gross Profit ($20,960) $7,396.00 $62,076.00Income Taxes 0 0 21726.6Net Profit After Tax ($20,960) $7,396.00 $40,349.40Owner Draw/Dividends 0 0 0Adj. to Retained Earnings ($20,960) $7,396.00 $40,349.40

Taste Temptations Start-up cost projection

Rent for a 3000 sq. ft. space per mo $ 9000Security deposit $ 9000Last Mo. Rent $ 9000Building customization $10000PG&E deposit $ 500Phone system $ 200Stove $ 3000Refrigerator $ 3000Freezer $ 3000Ice Machine $ 3000Coffee/Espresso Machine $ 2500Refrigerated Display Cases $ 6000Non Refrigerated Cases $ 6000Dishwasher $ 4000Sinks $ 1000Kitchen cooking equip $ 5000Café Tables $ 600Café chairs $ 2000Signage $ 3500Phone Lines and Deposit $ 1000

Advertising $ 8000Permits $ 2500Licenses $ 800Insurance $ 5000Food inventory $ 6000Uniforms $ 600Printed Paper items $ 20001st mo. Wages $16800Cash Registers $ 1500Computer system $ 2500Internet 1st mo. $ 100Miscellaneous serving equip $ 2500Unexpected costs $10000Total $139900

The owners of Taste Temptations will be investing the majority of the capital needed to open the business with a small private loan. The breakdown of those investments is as follows.Lisa Campbell $55,000Brian Lanceford $55,000Private loan (silent partner) $32,000

The owners have also set up a business account each depositing $20,000 for the continued running costs for the first year.

Taste TemptationsMarketing Strategy

Taste Temptations is a café based on providing delicious food using quality and fresh ingredients for the person on the go. We will be making a bit of home cooking available as an alternative to the usual takeout food. We will focus our advertising to appeal to busy individuals who crave a bit more from life than the run of the mill burger or taco. We will run radio ads beginning two weeks prior to opening. These will announce our Grand Opening and introduce us to the community. We will advertise on the local radio station, KUIC, as well as those out of Sacramento. Average monthly cost will be $700.In keeping with the current use of the internet by most people we will focus on using it as a strong tool for advertising. Currently social networks are a great source to reach out to the community. We will have a fan page on facebook that will be updated daily with specials and events that are coming up. We will also have a website. The domain name will be tastetemptationscafe.com. The yearly cost for the name will be approximately $11. Once the site is built it will be updated regularly to show our current menu, specials and upcoming events. To reach into the homes of residents we will advertise and place monthly coupons in the Solano Direct mailings and in Solano Sudden Values which will also place us on their web advertising. Both are approximately $150 a month.The greatest advertising cannot be bought and that is word of mouth. We will be diligent to please the customer to insure their

repeat business as well as gaining their recommendations. To help promote referral business we will use a monthly referral program. For each new customer you send in we will give you a bonus. It will change each month using incentives such as discounts, free drinks, free dessert, t-shirts and other promotional items. The monthly cost for promotional items will be approximately $200.Monthly average advertising breakdownRadio $700Direct Mail $200Promotional Merchandise $300Total $1200

Location Analysis Taste Temptations Café

In choosing a location for Taste Temptations the main issues considered were: current foot traffic, ease of access, area growth and similar offerings in the area.

The site chosen near the Premium Outlets in Vacaville, Ca. provides the foot traffic to attract people to the café 7 days a week from the hours of 9am to 9pm most seasons of the year. Due to conflict of interest rules in the outlets the café could not be located in the outlets. Located nearby are WalMart, Sam’s Club, and Michaels Craft Store. These stores will also attract customers to the area.

Because Taste temptations will offer a unique array of both savory and sweet items, served to go or eat in, catering to the person with a busy schedule the nearby restaurants will provide minimal competition. These restaurants include: Tahoe Joes, Mel’s Diner, Hometown Buffet, Applebee’s, and Fresh Choice. The nearby fast food choices are: In-n-Out, and Baja Fresh. For dessert the competition will be Baskin Robins, and Rocky Mountain Chocolate Factory. The Chocolate Factory does have some similar items that we will carry but we will focus on freshness and a wider variety to counter this.

Driving traffic in the area is heavy as this street is a main street connecting several shopping areas. It is an easy location to access. Parking is ample in the area and should not be a problem.

Demographic InformationVacaville California is centrally located between San Francisco and Sacramento.Vacaville Population 90,919 (2008)Vacaville Median Income $63,950 (family)Median travel time to work 29.6 min. (2000census)

Cities within 15 miles are: Fairfield, Vallejo, Dixon, Winters, and Suisun City,

Lisa Dschida1300 E. Monte Vista Ave.

Vacaville Ca. 95688707-555-1211

I am an experienced manger and leader focused on success of the company or team I am a part of. I use my many life experiences and knowledge to connect with and inspire those working with me to accomplish the goals set for us.

Key Strengths

Team leadership Sales Marketing Customer service Culinary Knowledge

Previous Relevant Experience

Mission on the Hill 2/2008 – PresentVenue manger/Event coordinatorResponsible for producing contracts, marketing materials, web site management, scheduling events, assisting clients and vendors in producing event, industry research.

Rocky Mountain Chocolate Factory 11/2007-1/2008Store managerResponsible for all aspects of running a retail food store to include: hiring employees, scheduling, ordering, inventory quality control, cooking, sales, cash register balancing, purchasing, product development, managing employees, problem resolution, customer service, training, and product pricing.

Friends of Bakersfield’s AIDS ProjectPresident/director 1/1994-6/2000Responsible for running meetings, planning fundraising events, directing stage shows, ticket sales, accounting, set design, script writing, marketing, performing, product development and public relations.

Indulgence Catering 1/1988-1/1990 Co ownerResponsible for, assisting clients with menu planning, food preparation, pricing, inventory, product selection, billing, serving, quality assurance and product development.

Special certificates held

Currently TIPS certified

Brian Lunceford212Dahlia St• Fairfield, CA 94533.

experience IASCO, Napa, CA April 2007 – PresentFacility Manager Managed day-to-day operations of 2 aircraft hangars and 2 office buildings. Performed minor repairs on facilities including plumbing, dry wall, landscaping and appliance repair. Managed 25 hourly an salaried workers. US Navy, WorldwideMarch 1987 - April 2007 Quality Assurance Supervisor

Directly supervised 6 Quality Assurance personnel Conducted inspections daily on 6 EA-6B aircraft Inspected work centers and squadron spaces for compliance with safety regulations 

Jet Engine Mechanic Supervisor Performed maintenance and repair of 12 J52 Engines Supervised a crew of 10 aircraft mechanics Trained squadron personnel in the proper performance of Jet Engine Operations  Wrote fitness/evaluation and counseling reports, utilizing MS Outlook and

Word, highlighting individual performances

Education Solano Community College, Fairfield, CA2007-2010

Dual degrees in Accounting and Business Administration

Interests Microsoft programs. Working with Statistics and equations, and budgets Working with the public. Coaching Little League Red Cross Volunteer

brianlunceford@comcast.net • phone: 707.207.3334 • mobile: 707.330.7084

MenuSnacksFresh Fruit cup $2.00Slice of Quiche $2.50Deviled Eggs (4 pieces) $1.75Lox & Bagel $2.75Peanut Butter Celery $2.50

Sandwiches Egg Salad $5.75Salami& Cheese $5.75Chicken Salad $6.00PB&J Classic $4.50PB&J + Banana $5.00Turkey & Cheese $5.75

Daily Home-made SoupCup $2.75Bowl $4.00

EntreesChicken Taco Pie $6.50Muffin Pizza $5.75Chicken Noodle Casserole $6.50Shepherd’s Pie $6.50Slow Cooked BBQ Ribs $8.75

Sweet TreatsSlice of NY Cheese Cake $4.75Slice of Toffee Caramel Cheese Cake

$5.00Chocolate Mousse Cake $5.00Carrot Cake $4.75Brownie $2.75Home Baked Cookies

$1.50ea

Chocolate Dipped Cheese Cake $5.25Rice Crispy Treat $2.00