Eva's Edibles A Personal Chef Service
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Transcript of Eva's Edibles A Personal Chef Service
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Eva TanAge: 20
Eva'sEdibles
A Personal Chef Service
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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.
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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.
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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.
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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
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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
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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
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Marketing Mix
People Product Place Price Promotion
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
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Promotional MixAdvertising 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
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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
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Total Monthly Promotional Expense $151
Promotional Expense MonthlyAmount
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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 $150Total Labor Cost per Unit $150
COSS (per Unit) $250
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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)
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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.
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Time-Management Plan
Schedule for a Typical WeekTotal Hours in a Week = 168
Sleep
Work
Free Time
0 10 20 30 40 50 60 70
56
70
42
Hours
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Monthly Sales Projections
First Year
05
10152025
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Units
Sol
d
Total Units Sold
252
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Monthly Break-Even Units
In an average month, the company will begin to make a profit after selling units.8
57171
= 8.04
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Projected Yearly Income Statement
First YearSelling Price per Unit $325Number of Units Sold 252
Total Sales $81,900Variable Expenses 64,000
Contribution Margin 17,892Fixed Operating
Expenses 5,844Pre-Tax Profit 12,048
Taxes @ 15% $1,807Net Profit $10,241
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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$1,988Cash Reserves
Emergency Fund $1,000
Reserve for Fixed Expenses 2,012
$5,000Total Start-Up Investment
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ROS & ROI
ROI: Return on Investment
For My Business: DollarEquivalent =
$10,241$81,900X 100 =13%
ROS
ROS: Return on Sales
For My Business: DollarEquivalent = $0.13
$2.05
$10,241$81,900X 100 =13% ROS
$10,241$5,000 X 100 =205% ROI
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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
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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
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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
Shor
t-Ter
mLo
ng-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
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Thank you foryour consideration.
Let us be your personal chef!
Eva'sEdibles