Table of Contents1.0 Company Summary

1. 1 Start-up Summary a. Table: Start-up

2.0 Mission

3.0 SWOT Analysis

4.0 Marketing Objectives

5.0 Target Market Strategy

a. Table: Market Analysis

6.0 Product, Place, Promotion, Price

7.0 Implementation, Evaluation, and Control

7 . 1 Sales Strategy and Sales Forecasta. Table: Sales Forecast

7.2 Start-up Fundinga. Table: Start-up Funding

7.3 Projected Profit and Lossa. Table: Profit and Loss

Company Summary

The Phoenix Bar and Grill will be a bar and restaurant, however, we expect that in doing charitable bike runs and events we will also grow to be recognized as a reputable charity organization.

The key elements of The Phoenix Bar and Grill are as follows:

Motorcycle theme-- The Phoenix Bar and Grill will focus on this theme for mass appeal.

Distinctive design features— The Phoenix Bar and Grill will be characterized by familiar visual design and layout to appeal to like-minded motorcycle enthusiasts and riders.

High profile location-- The Phoenix Bar and Grill will select its location based on key demographic indicators, including traffic counts, average income, number of households, hotels, and offices within a certain radius.

Charitable events-- The Phoenix Bar and Grill will be distinguished by the charitable bike runs, blood drive, and other charitable events, as well as the promotional activities, media coverage, and appearances.

Retail merchandising— The Phoenix Bar and Grill will include an integrated retail store offering premium quality merchandise etc. displaying the company's logo design. In addition motorcycle memorabilia and merchandise will be sold.

Quality food—The Phoenix Bar and Grill will serve freshly prepared, popular, comfort food that is targeted to appeal to a variety of tastes and budgets with an emphasis on reasonably and moderately priced signature items of particular appeal to a local market.

Quality service--In order to maintain its unique image The Phoenix Bar and Grill will provide attentive and friendly service with a high ratio of service personnel to customers and will invest in the training and supervision of its employees.

2.1 Start-up Summary

We listed the top five principal expenses and three essential assets.

Table: Start-up

Requirements

Start-up Expenses Lease of building $1,800

per month

Legal/Professional $10,000Insurance $5,000Interest $10,000Initial Stock – Food and alcohol $15,000

Total Start-up Expenses (with three month’s rent) $45,400

 Start-up Assets  Build-out $300,000Furnishings $100,000Liquor License $30,000

Total Assets $430,000

Mission

Our mission at The Phoenix Bar and Grill is to provide motorcycle enthusiasts with a “home away from home,” taking what they know and love and using it to play in the en-richening of society, improving the quality of life through charitable bike runs, blood drives, and events We are more than a bar and grill; we are a societal organization- we exist not only to satisfy customers needs and wants and to meet marketing objectives, but also to preserve and enhance individuals and society’s best interests. We will bring together all walks of life, i.e.: suits and ties, bikers, and rockers, using their love for good food and good drinks for the greater good. We hope to grow an extended family with our patrons and become well-known throughout the community (locally), nationally, and internationally.

SWOT Analysis

The SWOT analysis identifies internal strengths and weaknesses and external opportunities and threats. It is done in reference to any competing bar/restaurant.

Strengths- The Phoenix Bar and Grill will offer in one venue what majority does not, i.e.

charity, bike runs, live bands, tattoo shows, blood drives, and so on.- The Phoenix Bar and Grill will use our events, both charitable and leisure, to

reach outside our target market to all walks of life.-Weaknesses- This is a new endeavor for my partner and I, we have no prior business

experience.

- The stereotype of our target market is not an accepted way of life or norm amongst most of society

- Financial Resources

Opportunities- My partner and I are already affiliated with some competitors and have had

time to pick their brains for information to help our business grow and succeed.

- Our planned charity and events will enhance business, profit, networking, and affiliations.

Threats- Any bar in the area we build on is going to be a threat.- Stereotype of target market.- Conflict of interest.- Plans falling through.

Marketing Objectives

1.) To successfully pull of our first charitable bike run the summer we open (2014). We plan on bring in $5,000 for the first run through current affiliations (MC’s, restaurant owners, and investor who has experience in planning bike runs). We will start and end the first run at The Phoenix and have food, drinks, and entertainment for those who don’t ride but want to donate. We will advertise our events via radio, i.e. The X, word of mouth, local Harley/bike shops, at affiliated businesses, with flyers, and through participating charity.

2.) To have established a worthy name and reputation as a charitable biker’s bar through the community within the first six months of being open. Our goal dollar amount in charity after six months is $15,000.

3.) Being the “bar to go to” to organize and participate in local, national, and international charity events, and to make $1,000,000 p/y in charity within the first five years.

Target Market Strategy

A combination of local media and event marketing will be utilized, radio, ideally 105.9 The X, will be the most effective, followed by local print media. We also plan on generating flyers that advertise our events and charity events at local bike shops (i.e.: Harley Davidson.) As soon as The Phoenix Bar and Grill is established in a market, then broader media will be engaged.

The Phoenix Bar and Grill will establish a marketing strategy for our charitable events as well as leisure, using our niche market and concept of “uniqueness” with the help of

local media radio spots, print ads, and in-store promotions will be designed as well. A portion of the ad and promo budget will be set aside to develop these programs.

Our strategy is based on serving our niche market well. The motorcycle enthusiast, the business man, the charitable, the tourist, the local night crowd, even families can all take pleasure in The Phoenix Bar and Grill experience.

What will begin as a personalized version of a customary product, tailored to the needs of a local clientele, can become a niche product of charity that can fill similar needs in similar markets throughout all of Pennsylvania.

We will build our infrastructure so that we can be made known for our product and service, the experience, and the environment across broader geographic lines. Concentration will be on preserving superiority and establishing a strong uniqueness in each local market. This “uniqueness” will become the source of which expansion efforts in our charities will be based. Not only will it add marketing force but it will also become the framework for further expansion in both the company and charities.

Table: Market Analysis

Year 1 Year 2 Year 3 Year 4 Year 5 Potential Customers Growth Bikers 34% 60 50  40 30 25Dinner 33% 20 25 30 35 50Events 33% 20 25 30 35 25 Total 100% 100 100 100 100 100  

Product and Services

The Phoenix Bar and Grill will be a high energy, biker-themed venue that will cater to motorcycle enthusiasts. Central location, demographics, and lack of direct competition are major advantages to this venture. The venue will specialize in anything motorcycle related and will offer a wide array of beer, liquor, and mixed drinks. In addition, the venue will sell nonalcoholic beverages i.e. soft drinks, juices and bottled water. An "untailored" food menu consisting mostly of appetizers and small entrees ranging in cost from $10 to $20 will also be available. The initial hours of operation will be 3:00 P.M. to 2:00 A.M., five days a week, Wednesday through Sunday. The establishment will draw primarily from the local “biker’s” population while appealing to potential clients from outside the area as well.

Price

All menu items will be reasonably priced. A standard patron meal will cost between $10 and $20 including food and drink. Sales will be considerably larger on event days and

bike runs. We expect our average customer to spend more than the industry average for reasonably priced establishments due to our creating an atmosphere that encourages longer stays and more spending by holding our events, shows, and bike runs

Promotion

Our foremost promotion will be Motorcycles. A high growth area such as Pennsylvania has an annual influx of new residents from many parts of the country. We hope to inspire these new and existing residents with our love for motorcycles, and get them committed to the trend.

Even with the motorcycle theme, The Phoenix Bar and Grill will be a place for all. We will use our events, charities, and promotions to appeal to other existing markets. Each future patron will be handed a reason to come and enjoy the benefits of The Phoenix Bar and Grill.

Advertising budgets and event promotion will be geared to promote the bar name and to keep The Phoenix Bar and Grill at the forefront of “biker” themed businesses in each local marketing area.

In addition, funds are budgeted to launch sales activity and lead generation. These funds are projected to amount to 20% of projected sales.

Information, Evaluation, and Control

Sales Strategy

The sales strategy is to build a reputable role in charity and the community in order to increase revenue. We will continue to build our local customer base over the first three years of operation. The goal is $1 to $3 million in annual sales per unit. A unit will be considered established once it has passed the $2.5 million mark in annual sales.

7.1 Sales Forecast

Table: Sales Forecast

Sales Year 1Food, including non-alcoholic beverages. $341,668

Alcoholic Beverages $408,334 Merchandise $249,998 Total Sales $1,000,0

00

Direct Cost of Sales Year 1Food $166,668 Alcohol $249,999 Merchandise $83,333 Subtotal Direct Cost of Sales $500,000

7.2 Start-up Funding

Table: Start-up Funding

Start-up Expenses to Fund $45,400 Start-up Assets to Fund $430,000 Total Funding Required $475,400

 Assets  Non-cash Assets from Start-up $430,000Cash Requirements from Start-up $20,000 Additional Cash Raised $25,000 Cash Balance on Starting Date $5,000 Total Assets $435,000

  

Liabilities and Capital   

Liabilities  Current Borrowing $30,000 Long-term Liabilities $300,000 Accounts Payable (Outstanding Bills) $45,400 Other Current Liabilities (interest-free) $50,000 Total Liabilities $425,400

 Capital  

 Planned Investment  Owner $5,000 Investor $50,000

Additional Investment Requirement $0 Total Planned Investment $55,000

 Loss at Start-up (Start-up Expenses) $45,400 Total Capital $9,600

  

Total Capital and Liabilities $435,000  

Total Funding $500,400

7.3 Projected Profit and Loss

Table: Profit and Loss

Year 11.) Sales $1,000,00

02.) Direct Cost of Sales $500,000 3.) Other Costs of Sales $50,000 4.) Total Cost of Sales $550,000 5.) Gross Margin $450,000 Gross Margin % 45% Expenses 6.) Payroll $150,000 7.) Repairs $12,500 8.) Depreciation (rounded) $30,000 9.) Rent ($1,800 x 12) $21,600 10.) Utilities ($3,000/month) $36,000 11.) Insurance ($2,000/month) $24,000 12.) Payroll Taxes (6 x 7.65% rounded) $12,500 13.)Other $15,000 14.)Total Operating Expenses (Sum 6 through 13)

$269,200

15.) Profit Before Interest and $180,800

Taxes (#5 - #14)16.) EBITDA (#15 + #8) $210,00017.) Interest Expense (330.000 x 8%) $26,400 18.)Taxes Incurred (#15 - #17 x 20%) $30,880 19.)Net Profit (#15 - #17 - #18) $123,520 20.)Net Profit/Sales (#19- #1) 12.35%