– Anne Marie Miller – Todd Conway – Scott Gavin – Mollie Toole – Mark Fisher

Mission Statement

“Spice Bar strives to provide uncompromised wellness, happiness and health for each individual customer, by using the highest quality ingredients and offering excellent customer service within a chic ambient atmosphere that exudes vitality and luxury.”

Fast Facts

Each day Americans spend an average of $109 million on dieting and diet related products

Restaurant sales grossed more than $500 billion in 2007

Spice Bar has the opportunity to capture some of the revenue in both the diet and restaurant industries through its unique market offering

Spice Bar Idea, Brand & Location

Spice Bar is a chic restaurant that caters to the needs of its upscale clientele by offering health-conscious menu items that taste great but still satisfy

The Spice Bar brand is young, energetic, health-conscious and trendy

Location 1: 313 Spring Street, NY, NY 10013

Team/Management

Anne Marie Miller: Manage Legal Matters, works closely with Daniel Miller, Esq.

Scott Gavin: Financial Manager Mollie Toole: Kitchen Manager Mark Fisher: Operations Manager Todd Conway: Advertising/Sales Manager Executive Chef: Ronald Reda, previous work

experience includes 5 years as the Kitchen Supervisor in the White House during the Clinton Administration

SWOT Analysis

Strengths: innovative approach to the health-food industry, understands its upscale target market well

Weakness: extremely high failure rate Opportunities: restaurant and diet industries

gross billions per year, Spice Bar can capture some of this revenue with creative and energetic marketing

Threats: SoHo is filled with well-known, established restaurants

Target Market

Primary: Women between 20-35 yrs old, live in SoHo, upper to upper middle class, care about physical appearance and health, enjoys life and the social scene

Secondary: Women between 20-35 yrs old, live in NYC, upper to middle class, exercise regularly

Tertiary: Women, live in Tri-state, 18+ years old, will splurge for special occasions

Market Strategy- Pricing

Appetizers: $12-$25 Entrees: $25-$45 Dessert: $8-$15 Cocktails/Shakes: $6-$15 Prices determined by:

cost of ingredients Spice Bar’s intended brand image Executive Chef’s estimation of the customer’s value-

perception minimum 65% mark-up on fair market value price

Market Strategy- Promotion

Restaurant Opening- sponsored by Viridian Spirits, LLC

Host Charity Events Promote Chef Ronald Reda Live Music DJ Serge Devant Press

Market Strategy- Place

Phase 1: 313 Spring Street, NY, NY 10013 Phase 2: one location in the Upper East Side

of Manhattan, one location in the Williamsburg area of Brooklyn

Phase 3: expand nationally and internationally in major cities such as Paris, London, Miami and Las Vegas

Market Offering

Executive Chef Ronald Reda is currently developing the menu items to reflect Spice Bar’s mission and goals.

Menu items will be similar to the following:

Menu Item Samples-Appetizer

Garden Lasagna

Fruit Sushi

Menu Item Samples-Salad

Compressed Summer Berry Salad

Tropical Salad with Raspberry Poppy Seed Dressing

Menu Item Samples- Entree

Beetroot Ravioli

Carrot and Parsnip Fettucine

Menu Item Samples- Dessert

Cacao Pistachio Florentine & Mint Ice Cream Sandwich

Maine Blueberry Flan

Menu Item Samples- Shakes

Wild Blueberry and Hemp Shake

Grapefruit Mint Spritzer

Menu Item Samples- Cocktails

Mojo-jito

Pomegranate Infused Vodka Spritzer

Menu Item Samples- Beer & Wine

Organic Mulled Wine

African Ginger Beer

Website Prototype

Websites are an extremely important marketing tool for any new business

Spice Bar has teamed up with 7 Strategy, a top website development company, to create its website

The following prototype has been estimated by a 7 Strategy web developer to cost approximately $20,000-$25,000 to create

Website Prototype Screen 1

[ENTER]

Screen 1 shows the Spice Bar door

When the mouse scrolls over the door the word “Enter” appears

When the word “Enter” is clicked, it brings the web visitor to Screen 2

[ENTER]

Website Prototype- Screen 2 Screen 2 shows the interior

of Spice Bar When the mouse scrolls

over a table, the word [ABOUT] will pop up

When the mouse scrolls over the reception table the word [RESERVATIONS] will pop up

When the mouse scrolls over a waiter the word [MENU] will pop up

When the mouse scrolls over a patron the word [HOURS & DIRECTIONS] will pop up

Website Prototype- Screen 3

Screen 3 will include a Jobs link (Screen 3a), Press link (Screen 3b), and Bios link (Screen 3c)

Screen 3(a): Jobs Please contact Mollie Toole to schedule an interview

or inquire about job opportunities at ________ Screen 3(b): Press

Will include all press and PR for Spice Bar Screen 3(c): Bios

Will include Bios for all Founders of Spice Bar

Website Prototype- Screen 4

SCREEN 4: RESERVATIONS Reservations can be booked up to 30 days in

advance. For reservations at Spice Bar, please call 212-123-4567. Spice Bar VIP rooms are available to host group events to accommodate up to 50 guests. To book the entire restaurant please contact _______ at 212-234-5678.

Website Prototype- Screen 5

Screen 5: MENU Will show menu items and prices

Website Prototype- Screen 6

Screen 6: HOURS & DIRECTIONS Hours:

Spice Bar is open from 10am to 12am on Sunday through Thursday and 10am to 1am Fridays and Saturday

Directions: 313 Spring Street, New York, NY 10013 Shows a picture of the restaurant (represented

as a star) on a map of SoHo

Milestones

Milestone 1: Get funding from an Angel Investor for start-up costs

Milestone 2: Within 8 months of opening- break-even bring in enough revenue to cover costs, no profits yet

Milestone 3: Within 2 years of opening- profitable. bring in enough revenue to cover expenses as well as

pay off debts Milestone 4: By 2012- save enough capital to invest

in opening 2 additional restaurants (Phase 2 of expansion). Spice Bar LLC will create a new business plan for each

individual location (Upper East Side and Williamsburg) and set appropriate milestones for the establishments

Focus Group: Survey SURVEY Circle one for each (Optional): Annual Income: $500K+ $250K+ $100K+ $75K+

$50K+ $25K+ less than $25K Gender: Male Female Ethnicity: Asian Caucasian African-American Hispanic Other What is the most important thing you consider when choosing a restaurant to eat in? Rank the following items in order of importance (1 being most

important, 5 being least important). ____Cost ____Chef ____Entertainment (live music, etc.) ___ Food Type (Italian, French, Organic, etc.) ___ Food Quality ___ Food Quantity (portion size) ___Special needs (Vegan, Kosher, etc.) How often do you exercise? (Circle one) Everyday 3 or more times/week 1/week 1/month

Never Rank the following items, 1 being the most important to you and 5 being the least. ___ Family ____ Career ____ Health ____Money ____Friends How much would you be willing to pay for a great tasting meal that you knew was healthy and low in calories? (Circle the maximum amount you are

willing to pay) $10 $20 $30 $50

$100 $350 How much would you be willing to pay for a high-end meal (not including alcohol)? (Circle the maximum amount you are willing to pay) $10 $20 $30 $50

$100 $350 Would you find it helpful if menus gave nutritional information like calorie content? (Circle one) Yes No Which 2 calorie-based portion options would you want to see at a restaurant (circle one from each row): Row A: 300 350 400 450 500 (in calories) Row B: 500 550 600 650 700 (in calories)

Market Research: Survey Results

After surveying more than 100 people selected at random, the following answers came up the majority of the time

1. Annual Income: $75K+ 2. Ranking Importance: Food Type, Food Quality,

Cost, Food Quantity, Entertainment 3. Exercise Frequency: 1/week 4. Ranking Importance: Health, Money, Family,

Friends, Career Cost Max: $50 Calorie Count: Yes Portion Size: 300 and 550

Discussion: Q & A

Please feel free to ask any questions