Business

Plan

Berry Ali Gaiani Elena Pizzeghello Matteo

Silvestri Gianmarco Torin Francesca Vicari Denise

2

Fill a gap in the market place

Offer healthy meals to students and workers

Business idea

• Affordabile• Customized• Fresh ingredients• Friendly environment

Business Description

4

Value Proposition

Products:- Salads- Smoothies- Fruit

Salads

Experience

Customer Relationship

Customer Segment

Geographic Segmentation

Long term relationship:

- Fidelity cards- Coupons

Take a seat (tables and benches)

Take away

• Workers and citizens in Ann Arbor

• Students & employees university

Value Analysis

5

Key Partners Key activities

Key Resources

Local farmers

University of Michigan

• Procurement• Management of inventory• Serving

High quality ingredients

Products locally sourced:- Seasonality- Freshness

Tangible Assets (truck…)

Key activities rely on specific key resources, which are related to specific key partners.

Key Factors

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Cost structure

Fixed costs: truck, equipment, labor

Variable costs: raw materials, supplies

Revenue streams: regular sales (Forecasts $120.000 per month approximately)

Revenue streams for each customer segment Campus: 9 months

Downtown: 3 months

Costs and Revenues

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Uniquenesses Suggestions

Ingredients’ Information

Location

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Milestones

January – February 2015

Establishment of GREAT!, LLCDebt & Equity financingLicenses Purchase Assets, hire employees

March 2015 Sales start

September- October 2015 Break even

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Industry Background2008: recession The industry boomed

Customers’ preferences changed (healthier menus)

CompetitionMain challenges

Barriers to entry Regulation

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Expected to increase

Direct Fragmented Industry

Indirect

Competition

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IBISWorld Customers: 25-34 Years Old

Determinants: Location Value for money Weather Health consciousness Convenience and time

Demand

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2010 Global online survey made (Research) 27,000 answers obtained in 2012 Healthy food restaurants are desired

Healthy Food Trend

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Going Green And Food Truck Trend

Going Green Trend Green Equipment for Restaurant Recyclable – Biodegradable Supplies (Packaging, Bags, …)

Food Truck Trend 8.4 % Growth Rate from 2007 - 2012 Change Locations when required by Market conditions

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Main Target Market University of Michigan - Dearborn Students Faculty/staff

Secondary Market Downtown Ann Arbor Aged 18-65

Customers

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Ann Arbor Small food vendors Fast food Bars Restaurants

CompetitorsFood Trucks are rare !

Dearborn Cafeteria in the U.C. Mall

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Price

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Great! Logo Simple Easy Recognizable

Flyers Coupons Social Media Word-of-mouth Fidelity Card

Promotion

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GREAT! Truck will be parked in one of the strategic areas in front of the Dearborn University Center.

Main Location

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The second location for GREAT! will be in the downtown of Ann Arbor, along State Street, in an area characterized by a high foot traffic.

Second Location

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Campus (From October to June) Ann Arbor (From July to September)

Opening Hours

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Food safety procedures:

Washing ingredients

Peeling and cutting veggies and fruits

Specific Operational Procedures

Operations:

Delivery of food during early morning

Preparation of ingredients during off-peak hours

Cleaning and closing operations at the end of the working day

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Employees will: Have experience in the field. Be trained by the Chef. Give customers basic information about ingredients and

provide suggestions about combinations of ingredients.

Personnel

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With the intent of establishing long and stable relationships, specific supply agreements will be signed with local farmers.

Suppliers

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Start Up Expenses - Short Term

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Start Up Expenses - Long Term

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Sales Projections

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Sales Mix

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Fixed and Variable Costs

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Break Even Analysis

Break Even Analysis – Year 1

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Income Statement Summary

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Cash Flow Budget

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Investment Plan - Source of Funds

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Calculation of Ownership Share

VALUE OF THE COMPANY (VC) $ 736,405

LIQUIDITY $ 248,400

OFFERED OWNERSHIP SHARE 25 %

Calculated according to the Pricing Formula

Liquidity provided by the Investment Member

Ownership Share = LIQUIDITY / (VC + LIQUIDITY)

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Capital Contribution and ROI

OWNERSHIP STRUCTURE

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ROI Projections

Annual Return on Investment