Investors Wanted
Business Plan
Business Plan Table of Contents
Ø Company Description
Ø Industry Analysis
Ø Products & Related Services
Ø The Target Market
Ø The Competition
Ø Marketing Plan & Sales Strategy
Ø Operations
Ø Management & Organization
Ø Long-Term Development & Exit Plan
Ø Financial Data & Projections
Company Description
Sara's(R) Express A Vegetarian Café, a Miami based company comes with more than 45 years of experience, will operate A Serious Fast Food, medium-size Vegetarian Café. A new and very unique variety of Pizza, Sandwiches, Salads & Sweet Delicacy Called the "Classic Kurtosh / Sweet Wraps" are all products prepared right in front of the diner. Sara's(R) will offer a variety of fresh brewed coffees, espresso/cappuccinos, an exotic juice bar & a self serve yogurt bar with all the toppings.
Mission Statement
The company's goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this goal while trying to consider 1) the effect of our kosher products on the health and well being of our customers (and our staff), as well as our everyday low prices. 2) the impact that our business practices and choices will have on the environment, and 3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.
Development & Status
The company was originally incorporated in Brooklyn N.Y. September of 1966 and elected sub-chapter S.
The founders are Ovadia, Sammy & Daniel Tamir. Mr. Ovadia Tamir is the President, Sammy is the Vice President & Daniel is the secretary & treasurer. There were a total of 10,000 shares of common stock issued. The Tamirs each own 2,000 shares and the remainder 4,000 are retained by the company for future distribution. In addition they have loaned the company over $100,000 of their own money for research and start-up costs throughout the years.
A suitable site for the new fast food restaurant will be located by both nearby University and close to a dense population of the target market. Our goal is to place our Vegetarian Café in a heavy traffic location that can operate 6 days a week and from 6am to 11pm & closed on all Jewish holidays. When the lease is signed there will be at least six months of free rent for construction, and in that time the balance of the start-up funds must be raised. With that phase completed, Sara's(R) Vegetarian Café can then open and the operations phase of the project can begin.
Future Plans
If the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 10 Sara's(R) Express in the Florida area with a combined annual profit of between $750,000 and $1,000,000.
Industry Analysis
Although the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Sara's(R) is well positioned for the current interest in lighter, healthier foods at moderate to low prices with "fast and friendly service".
The Restaurant Industry Today
The food service business is the third largest industry in the country. It accounts for over $240 billion annually in sales. The independent restaurant accounts for 15% of that total. The average American spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%. The reasons given by the Folkney Report (November 1994) are 1) lifestyle changes, 2) economic climate, and 3) increase of product variety.
Future Trends & Strategic Opportunities
The predicted growth trend is very positive both in short and long-term projections. Folkney states again that as modern living creates more demands, people will be compelled to eat more meals away from home. The DMR Industrial Report (April 1995) estimates this as high as 30% over the next five years.
In 1988 The National Restaurant Association released the Foodservice Industry 2000 report that forecasted how the industry might look in the year 2000. Some highlights from the panel's findings: "Consumers will spend a greater proportion of their food dollar away from home. Independent operators and entrepreneurs will be the main source of new restaurant concepts. Nutritional & Kosher concerns will be critical at all types of food service operations, and food flavors will be important. Environmental concerns will receive increased attention."
Products & Related Services
Sara's(R) Express will be offering a menu of food and beverages with a distinctive image. There will be four (4) ways to purchase these products: A Self-Serve Service were a diner step up to the order counter for a quick self service meal and sit down at the Single Sit Bar Area or at our (36 Seats) dining room. A separate Take-Out counter will service those who wish to pick up their food. Most take-out food will be prepared to order with orders coming either from the telephone, our website transmitted email or fax. Delivery will be available at certain times and to a limited area and last but not least
A Drive Thru System will be available in some places.
The Menu
The Sara's(R) menu is moderate-low priced offering a collection of Vegetarian Breakfast, Salads, Sandwiches, Pizza, Espresso Bar, Juice Bar, & Fun Food all with a common theme - "Healthy - Kosher some Low-Fat, Low Cholesterol, with all natural ingredients", flavorful, and familiar. And last but not list the specialty Sweet and Classic Wrapsss called Kurtosh. The Shop will also offer Frozen Pizza & Kurtosh to be sold at mini markets and supermarkets.) Our goal is to create the image of light satisfying and still nutritious food.
There has been an increased awareness of nutritional, health & Kosher concerns in recent years and a growing market of people who now eat this style of cooking regularly.
Production
Food production and assembly will take place in the kitchen mostly infron of the diner. Fresh vegetables, fruits, soy products and dairy products will be used to crate most of the dishes from scratch. The chef always in a clean uniform will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff. All Sara's(R) Express will be under A National Kosher Rabbinical Supervision to accommodate all the strict kosher dietary laws.
Future Opportunities
There is a market segment that prefers to eat this type of fresh made to order cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families with up to a month's supply of pre-prepared meals.
This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.
The Target Market
The market for Sara's(R) Express products will covers a large area of diverse and densely populated groups. Although it will be located in a downtown urban setting, it is an area where people travel to eat out and look for a reliable specialty caterer that offers vegetarian & kosher food and one that is also frequented by tourists.
Market Location & Customers
The South Beach areas in Florida, (Aventura, Hollywood / Broward, Boca & Orlando/ Disney area) are the most desirable retail locations in Miami. The Florida Chamber of Commerce rates it as the third best retail market in the state. There are more than 400 businesses in a 1/4 square mile area with average sales of $330 per square foot. New York, Los Angles, Chicago, Baltimore & Canada will be other site that we will look into the future. Market Trends & The Future
The population and demographics of This areas remained steady for the last 14 years. Tourism has increased 24% over the last 3 years and is predicted to keep growing. Local businesses are increasing at a rate of 18% yearly.
The customer base will come from 3 major segments: · Local population area within 5 to 15 minutes drive, Colleges and Universities, schools within walking and a seasonal population, travelers from all walks of the world. Tourism -- between hotels, motels, bed & breakfast rooms and inns, Last year they were at 92% occupancy. Local businesses -- The Chamber of Commerce lists over 1900 businesses with an average of 12 employees each. The food concept and product image of Sara's(R) Express will attract 3 different customer profiles: The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college. The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
The idea of a fun food with health consciousness through nutritional awareness and dietary change has been slowly building for the last 7 years. The extensive government studies and new Food Guide Pyramid have given everyone a new definition of a balanced, healthy diet. This is not a fad but a true dietary trend
backed by the scientific and medical community, the media, the government, and endorsed by the big food manufacturers. As the Foodservice 2000 report stated, this trend will be even more important by the turn of the century.
As people want to stay home more and cook less our strategy of delivering prepared meals on a weekly or monthly arrangement may be a widespread accepted new way of eating.
The Competition
There are dozens of restaurants in our marketing area that sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty.
Sara's(R) Express will offer a brand new innovative product in a visually attractive way, at a competitive price, and with a fast and friendly service. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.
Competitor's Profile
Competing with Sara's(R) Express for the target market are these categories of food providers: 1- Independent self serve restaurants of similar menu and price structure. "Most are not Kosher and not vegetarian" 2-·Chain "Most are not Kosher and not vegetarian " 3-· Commercial food service companies serving students directly. "Most are not Kosher and not vegetarian" Independent operators will carry at least two similar menu items. They all are doing very well.
Competitive Strategy
There are three major ways in which we will create an advantage over our competitors; · 1- product identity, quality, and novelty · 2- high employee motivation and good sales attitude "fast & Friendly service" · 3- innovative and aggressive service options. Sara's(R) Express will be the only restaurant among all the competition which focuses the entire menu on vegetarian, healthy, Kosher low-fat products. Each of the competitors offers only selection on their menu to "healthy". The target market will perceive as the destination location for vegetarian healthy, low-fat cooking with low fat pastries.
Once they have tried the Sara's(R) Vegetarian Café & Bakery products, their experience will be reinforced by friendly, efficient, knowledgeable and fast service. Return and repeat business will be facilitated by accessible take-out and delivery options.
Marketing Plan & Sales Strategy - Market Penetration
Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new restaurants and the tourists do not have fixed preferences. In addition, $10,000 will be budgeted for a pre-opening advertising and public relations campaign.
Marketing Strategy - Focusing on the unique aspect of the product theme (vegetarian, healthy, low-fat kosher tasty foods, homemade pastry’s & juice bar) a mix of marketing vehicles will be created to convey our presence, our image, and our message. · 1- Print media -- local newspapers, magazines and student publications 2-·Broadcast media -- local programming and special interest shows with company jingles. · 3- Hotel guides, concierge relations, Chamber of Commerce brochures · 4- Direct mail -- subscriber lists, offices for delivery, Website & daily special email Blasts · 5- Misc. -- yellow pages, charity events. A public relations firm will be retained to create special events and solicit print and broadcast coverage, especially at the start-up.
The marketing effort will be split into 3 phases:
1) Opening -- An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places. Budget - $10,000. Sara's(R) Express will also take 2% from the five% franchise fee that they collect and spend it on local and national TV advertising.
2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness. Budget - $10,000
3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the customer's overall experience. Word-of-mouth referral is very important in building a customer base as well as our Gift Card Program.
Future plans and Strategic Opportunities
Catering & wholesale to offices (even outside of our local area) may become a large part of gross sales. At that point a sales agent would be hired to directly market our products for daily delivery or catered functions. Our Frozen Pizza & Sweet Wrapsss™ wholesale department will distribute a variety of Frozen Pizza & Sweet & Classic Warpsss to local supermarkets, convenient stores, and specialty retail shops to help generate more business and profits to owners.
Operations - Facilities & Offices
Sara's Express will only need 750-1000 square foot space. We will look for formerly out of business restaurant that will need minor structural modifications and all licenses and codes issues will be in order. New equipment and dining room furnishings will be purchased and installed by our sister company "Tamirson Design Equipment & Supplies" ( www.tamirson.com ) & Miami Chair ( www.miamichair.com ) Our State of the Art Point Of Sale System with the newest All In one Touch Screen Computers will be installed Free (with credit card processing) from our other Sister company "MrTouch" ( www.mrtouch.com )
Hours of Operation
The restaurants will be open for Breakfast, Lunch, Pizza & Dinner 6 days a week. Service will begin at 6:00 AM and end at 11:00 PM Monday -Thursday. Friday 6am to 3pm and Saturday Nights 2 hour after Sundown till 2 am. The restaurant will be closed on all Jewish Holidays.
Employee Training & Education
Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the general manager & chef and be kept informed of the latest information on vegetarian kosher healthy & low-fat eating. Each employee will be tested for basic common sense simply to allow us and guide us to choose the right employees. We have created an operational manual for each job description as well as a study guide for all employees.
Systems & Controls
A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our own high standards of freshness and purity. Food costs and inventory control will be handled by our specialty custom software bucked by our computer system and checked daily by management.
Food Production
Most food will be prepared on the premises right in front of the diner. The kitchen will be designed for high standards of sanitary efficiency and be kept clean as you cook. Food will be made mostly to order and some will be stored as a backup.
Delivery & Catering
Food for delivery may be similar to take-out (prepared to order) or it may be prepared earlier and stocked. Catering will be treated as deliveries.
Management & Organization - Key Employees & Principals
Ovadia Tamir who has more than 50 years of extensive experience with hands on operation, brings a track record of much success in the kosher and fast food industry, and will assist in keeping up with new market trends.
Since 1966, Sammy Tamir has acquired extensive experience working with his father Ovadia Tamir in Brooklyn NY in the city of Boro Park in creating high-profile and mainstream images for a kosher vegetarian food restaurant. In 197,8 The Tamirs opened and operated their own Kosher Vegetarian Shop Called Sara’s(R) ( www.saraspizza.com ) The Kosher Vegetarian Concept became so popular and profitable, that the Tamirs decided to combine their ideas and expand by Franchising The Concept and offer their experience and success to highly motivated entrepreneurs.
Compensation & Incentives
Sara's(R) Express will offer competitive wages and salaries to all employees with benefit packages available to all personnel after 90 days if their performance meets with our standards of “Excellent Employee”
Consultants & Professional Support Resources
Tamirson Restaurant Design, Consulting, Equipment & Supplies will offer free consulting, store design and equipment at below wholesale prices to all Franchises.
Management to be Added
We are constantly searching for general managers and executive chefs so that we can place them in our new upcoming locations. These key employees will be well chosen and given incentives for performance and growth.
Management Structure & Style
Ovadia Tamir will remain the Company President, and Public Relation Specialist. Daniel Tamir (an accountant by Trade) will remain the Treasurer and Secretary and Sammy Tamir, Vice President & Executive Chef, will be the Chief Operating Officer for the new pilot store. The general manager and Line Chef will report to the president and vice president daily. The assistant manager will report to their territory respective managers, and all other employees will be subordinate to them.
Ownership
Ovadia Tamir, Sammy & Daniel Tamir will retain ownership and offer stocks to the public and to key employees if deemed appropriate.
Long-Term Development & Exit Plan Goals
Sara's(R) Express is an innovative concept that targets a new, growing market. We assume that the market will respond immediately, and grow quickly in the next 5 years. Our goals are to create a reputation of quality, consistency and security (safety of food) that will make us a leader in the world of a new style of fast paced vegetarian dining.
Strategies
Our marketing efforts will concentrate eat-in, take-out, delivery, catering & wholesale- all of which are areas of most promising growth. As the market changes, new products will be added or changed to maintain continued sale growth.
Milestones
After the bakery cafe opens, we will keep a close eye on sales and profits, as well as employee conduct, productivity, the ability to produce and work well with others while maintaining excellent public relations. If we are on target, at the end of 9 months, we will look to expand to a second unit.
Risk Evaluation
With any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later.
For More Information Please Contact:
Sammy Tamir - 305.491.1326 simchatamir@yahoo.com Daniel Tamir - 786.200.3008 * dtamir@msn.com www.sarasexpress.com
Ø Company Description
Ø Industry Analysis
Ø Products & Related Services
Ø The Target Market
Ø The Competition
Ø Marketing Plan & Sales Strategy
Ø Operations
Ø Management & Organization
Ø Long-Term Development & Exit Plan
Ø Financial Data & Projections
Company Description
Sara's(R) Express A Vegetarian Café, a Miami based company comes with more than 45 years of experience, will operate A Serious Fast Food, medium-size Vegetarian Café. A new and very unique variety of Pizza, Sandwiches, Salads & Sweet Delicacy Called the "Classic Kurtosh / Sweet Wraps" are all products prepared right in front of the diner. Sara's(R) will offer a variety of fresh brewed coffees, espresso/cappuccinos, an exotic juice bar & a self serve yogurt bar with all the toppings.
Mission Statement
The company's goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this goal while trying to consider 1) the effect of our kosher products on the health and well being of our customers (and our staff), as well as our everyday low prices. 2) the impact that our business practices and choices will have on the environment, and 3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.
Development & Status
The company was originally incorporated in Brooklyn N.Y. September of 1966 and elected sub-chapter S.
The founders are Ovadia, Sammy & Daniel Tamir. Mr. Ovadia Tamir is the President, Sammy is the Vice President & Daniel is the secretary & treasurer. There were a total of 10,000 shares of common stock issued. The Tamirs each own 2,000 shares and the remainder 4,000 are retained by the company for future distribution. In addition they have loaned the company over $100,000 of their own money for research and start-up costs throughout the years.
A suitable site for the new fast food restaurant will be located by both nearby University and close to a dense population of the target market. Our goal is to place our Vegetarian Café in a heavy traffic location that can operate 6 days a week and from 6am to 11pm & closed on all Jewish holidays. When the lease is signed there will be at least six months of free rent for construction, and in that time the balance of the start-up funds must be raised. With that phase completed, Sara's(R) Vegetarian Café can then open and the operations phase of the project can begin.
Future Plans
If the business is meeting its projections by month nine, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 10 Sara's(R) Express in the Florida area with a combined annual profit of between $750,000 and $1,000,000.
Industry Analysis
Although the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Sara's(R) is well positioned for the current interest in lighter, healthier foods at moderate to low prices with "fast and friendly service".
The Restaurant Industry Today
The food service business is the third largest industry in the country. It accounts for over $240 billion annually in sales. The independent restaurant accounts for 15% of that total. The average American spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%. The reasons given by the Folkney Report (November 1994) are 1) lifestyle changes, 2) economic climate, and 3) increase of product variety.
Future Trends & Strategic Opportunities
The predicted growth trend is very positive both in short and long-term projections. Folkney states again that as modern living creates more demands, people will be compelled to eat more meals away from home. The DMR Industrial Report (April 1995) estimates this as high as 30% over the next five years.
In 1988 The National Restaurant Association released the Foodservice Industry 2000 report that forecasted how the industry might look in the year 2000. Some highlights from the panel's findings: "Consumers will spend a greater proportion of their food dollar away from home. Independent operators and entrepreneurs will be the main source of new restaurant concepts. Nutritional & Kosher concerns will be critical at all types of food service operations, and food flavors will be important. Environmental concerns will receive increased attention."
Products & Related Services
Sara's(R) Express will be offering a menu of food and beverages with a distinctive image. There will be four (4) ways to purchase these products: A Self-Serve Service were a diner step up to the order counter for a quick self service meal and sit down at the Single Sit Bar Area or at our (36 Seats) dining room. A separate Take-Out counter will service those who wish to pick up their food. Most take-out food will be prepared to order with orders coming either from the telephone, our website transmitted email or fax. Delivery will be available at certain times and to a limited area and last but not least
A Drive Thru System will be available in some places.
The Menu
The Sara's(R) menu is moderate-low priced offering a collection of Vegetarian Breakfast, Salads, Sandwiches, Pizza, Espresso Bar, Juice Bar, & Fun Food all with a common theme - "Healthy - Kosher some Low-Fat, Low Cholesterol, with all natural ingredients", flavorful, and familiar. And last but not list the specialty Sweet and Classic Wrapsss called Kurtosh. The Shop will also offer Frozen Pizza & Kurtosh to be sold at mini markets and supermarkets.) Our goal is to create the image of light satisfying and still nutritious food.
There has been an increased awareness of nutritional, health & Kosher concerns in recent years and a growing market of people who now eat this style of cooking regularly.
Production
Food production and assembly will take place in the kitchen mostly infron of the diner. Fresh vegetables, fruits, soy products and dairy products will be used to crate most of the dishes from scratch. The chef always in a clean uniform will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff. All Sara's(R) Express will be under A National Kosher Rabbinical Supervision to accommodate all the strict kosher dietary laws.
Future Opportunities
There is a market segment that prefers to eat this type of fresh made to order cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families with up to a month's supply of pre-prepared meals.
This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.
The Target Market
The market for Sara's(R) Express products will covers a large area of diverse and densely populated groups. Although it will be located in a downtown urban setting, it is an area where people travel to eat out and look for a reliable specialty caterer that offers vegetarian & kosher food and one that is also frequented by tourists.
Market Location & Customers
The South Beach areas in Florida, (Aventura, Hollywood / Broward, Boca & Orlando/ Disney area) are the most desirable retail locations in Miami. The Florida Chamber of Commerce rates it as the third best retail market in the state. There are more than 400 businesses in a 1/4 square mile area with average sales of $330 per square foot. New York, Los Angles, Chicago, Baltimore & Canada will be other site that we will look into the future. Market Trends & The Future
The population and demographics of This areas remained steady for the last 14 years. Tourism has increased 24% over the last 3 years and is predicted to keep growing. Local businesses are increasing at a rate of 18% yearly.
The customer base will come from 3 major segments: · Local population area within 5 to 15 minutes drive, Colleges and Universities, schools within walking and a seasonal population, travelers from all walks of the world. Tourism -- between hotels, motels, bed & breakfast rooms and inns, Last year they were at 92% occupancy. Local businesses -- The Chamber of Commerce lists over 1900 businesses with an average of 12 employees each. The food concept and product image of Sara's(R) Express will attract 3 different customer profiles: The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college. The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
The idea of a fun food with health consciousness through nutritional awareness and dietary change has been slowly building for the last 7 years. The extensive government studies and new Food Guide Pyramid have given everyone a new definition of a balanced, healthy diet. This is not a fad but a true dietary trend
backed by the scientific and medical community, the media, the government, and endorsed by the big food manufacturers. As the Foodservice 2000 report stated, this trend will be even more important by the turn of the century.
As people want to stay home more and cook less our strategy of delivering prepared meals on a weekly or monthly arrangement may be a widespread accepted new way of eating.
The Competition
There are dozens of restaurants in our marketing area that sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty.
Sara's(R) Express will offer a brand new innovative product in a visually attractive way, at a competitive price, and with a fast and friendly service. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.
Competitor's Profile
Competing with Sara's(R) Express for the target market are these categories of food providers: 1- Independent self serve restaurants of similar menu and price structure. "Most are not Kosher and not vegetarian" 2-·Chain "Most are not Kosher and not vegetarian " 3-· Commercial food service companies serving students directly. "Most are not Kosher and not vegetarian" Independent operators will carry at least two similar menu items. They all are doing very well.
Competitive Strategy
There are three major ways in which we will create an advantage over our competitors; · 1- product identity, quality, and novelty · 2- high employee motivation and good sales attitude "fast & Friendly service" · 3- innovative and aggressive service options. Sara's(R) Express will be the only restaurant among all the competition which focuses the entire menu on vegetarian, healthy, Kosher low-fat products. Each of the competitors offers only selection on their menu to "healthy". The target market will perceive as the destination location for vegetarian healthy, low-fat cooking with low fat pastries.
Once they have tried the Sara's(R) Vegetarian Café & Bakery products, their experience will be reinforced by friendly, efficient, knowledgeable and fast service. Return and repeat business will be facilitated by accessible take-out and delivery options.
Marketing Plan & Sales Strategy - Market Penetration
Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new restaurants and the tourists do not have fixed preferences. In addition, $10,000 will be budgeted for a pre-opening advertising and public relations campaign.
Marketing Strategy - Focusing on the unique aspect of the product theme (vegetarian, healthy, low-fat kosher tasty foods, homemade pastry’s & juice bar) a mix of marketing vehicles will be created to convey our presence, our image, and our message. · 1- Print media -- local newspapers, magazines and student publications 2-·Broadcast media -- local programming and special interest shows with company jingles. · 3- Hotel guides, concierge relations, Chamber of Commerce brochures · 4- Direct mail -- subscriber lists, offices for delivery, Website & daily special email Blasts · 5- Misc. -- yellow pages, charity events. A public relations firm will be retained to create special events and solicit print and broadcast coverage, especially at the start-up.
The marketing effort will be split into 3 phases:
1) Opening -- An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places. Budget - $10,000. Sara's(R) Express will also take 2% from the five% franchise fee that they collect and spend it on local and national TV advertising.
2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness. Budget - $10,000
3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the customer's overall experience. Word-of-mouth referral is very important in building a customer base as well as our Gift Card Program.
Future plans and Strategic Opportunities
Catering & wholesale to offices (even outside of our local area) may become a large part of gross sales. At that point a sales agent would be hired to directly market our products for daily delivery or catered functions. Our Frozen Pizza & Sweet Wrapsss™ wholesale department will distribute a variety of Frozen Pizza & Sweet & Classic Warpsss to local supermarkets, convenient stores, and specialty retail shops to help generate more business and profits to owners.
Operations - Facilities & Offices
Sara's Express will only need 750-1000 square foot space. We will look for formerly out of business restaurant that will need minor structural modifications and all licenses and codes issues will be in order. New equipment and dining room furnishings will be purchased and installed by our sister company "Tamirson Design Equipment & Supplies" ( www.tamirson.com ) & Miami Chair ( www.miamichair.com ) Our State of the Art Point Of Sale System with the newest All In one Touch Screen Computers will be installed Free (with credit card processing) from our other Sister company "MrTouch" ( www.mrtouch.com )
Hours of Operation
The restaurants will be open for Breakfast, Lunch, Pizza & Dinner 6 days a week. Service will begin at 6:00 AM and end at 11:00 PM Monday -Thursday. Friday 6am to 3pm and Saturday Nights 2 hour after Sundown till 2 am. The restaurant will be closed on all Jewish Holidays.
Employee Training & Education
Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the general manager & chef and be kept informed of the latest information on vegetarian kosher healthy & low-fat eating. Each employee will be tested for basic common sense simply to allow us and guide us to choose the right employees. We have created an operational manual for each job description as well as a study guide for all employees.
Systems & Controls
A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our own high standards of freshness and purity. Food costs and inventory control will be handled by our specialty custom software bucked by our computer system and checked daily by management.
Food Production
Most food will be prepared on the premises right in front of the diner. The kitchen will be designed for high standards of sanitary efficiency and be kept clean as you cook. Food will be made mostly to order and some will be stored as a backup.
Delivery & Catering
Food for delivery may be similar to take-out (prepared to order) or it may be prepared earlier and stocked. Catering will be treated as deliveries.
Management & Organization - Key Employees & Principals
Ovadia Tamir who has more than 50 years of extensive experience with hands on operation, brings a track record of much success in the kosher and fast food industry, and will assist in keeping up with new market trends.
Since 1966, Sammy Tamir has acquired extensive experience working with his father Ovadia Tamir in Brooklyn NY in the city of Boro Park in creating high-profile and mainstream images for a kosher vegetarian food restaurant. In 197,8 The Tamirs opened and operated their own Kosher Vegetarian Shop Called Sara’s(R) ( www.saraspizza.com ) The Kosher Vegetarian Concept became so popular and profitable, that the Tamirs decided to combine their ideas and expand by Franchising The Concept and offer their experience and success to highly motivated entrepreneurs.
Compensation & Incentives
Sara's(R) Express will offer competitive wages and salaries to all employees with benefit packages available to all personnel after 90 days if their performance meets with our standards of “Excellent Employee”
Consultants & Professional Support Resources
Tamirson Restaurant Design, Consulting, Equipment & Supplies will offer free consulting, store design and equipment at below wholesale prices to all Franchises.
Management to be Added
We are constantly searching for general managers and executive chefs so that we can place them in our new upcoming locations. These key employees will be well chosen and given incentives for performance and growth.
Management Structure & Style
Ovadia Tamir will remain the Company President, and Public Relation Specialist. Daniel Tamir (an accountant by Trade) will remain the Treasurer and Secretary and Sammy Tamir, Vice President & Executive Chef, will be the Chief Operating Officer for the new pilot store. The general manager and Line Chef will report to the president and vice president daily. The assistant manager will report to their territory respective managers, and all other employees will be subordinate to them.
Ownership
Ovadia Tamir, Sammy & Daniel Tamir will retain ownership and offer stocks to the public and to key employees if deemed appropriate.
Long-Term Development & Exit Plan Goals
Sara's(R) Express is an innovative concept that targets a new, growing market. We assume that the market will respond immediately, and grow quickly in the next 5 years. Our goals are to create a reputation of quality, consistency and security (safety of food) that will make us a leader in the world of a new style of fast paced vegetarian dining.
Strategies
Our marketing efforts will concentrate eat-in, take-out, delivery, catering & wholesale- all of which are areas of most promising growth. As the market changes, new products will be added or changed to maintain continued sale growth.
Milestones
After the bakery cafe opens, we will keep a close eye on sales and profits, as well as employee conduct, productivity, the ability to produce and work well with others while maintaining excellent public relations. If we are on target, at the end of 9 months, we will look to expand to a second unit.
Risk Evaluation
With any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later.
For More Information Please Contact:
Sammy Tamir - 305.491.1326 simchatamir@yahoo.com Daniel Tamir - 786.200.3008 * dtamir@msn.com www.sarasexpress.com
