Executive Summary
Mama Love’s Kitchen catering is a family owned and operated
soul food catering company that serves the greater Wichita, Ks
market. Mama Love owns the business while sons Robert Love and
Reggie Love manage it. Mama Love’s offers decorative, colorful,
and home cooked food options as well as desserts for those with
a taste for a great down home meal. The services provided are
parallel to none in the soul food catering market which is
almost none existent. Many have preconceived notions about soul
food, thinking it is only bought and sold to African American
customers, these assumptions are incorrect and there is a great
demand for soul food for many nationalities. Mama Love’s
catering will penetrate the soul food market with exuberant
life. Mama love skills to develop creative catering methods are
placing them at the forefront soul food catering industry. Mama
Love’s advanced skills in the industry with owning a restaurant
gives them the best chance to earn profitability by the first
week.
Situation analysis
Mama Love’s Kitchen catering is a branch off from Mama
Love’s Kitchen Restaurant. Great marketing is going to be
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intricate in the success and profitability of this business.
Mama Love’s offers great down home foods catering to an array of
events including weddings, parties, and mass social events.
Mama Love’s is looking to create a market where one does not
exist. The market need is high quality, exceptional, creative,
and decorative soul food catering, servicing the greater Wichita
population. Mama Love’s will meet the large demand with creative
innovative ways in preparing and serving soul food meals. Mama
Love’s possesses an abundant amount of information about our
market. Mama Love’s will diligently work and process information
to find ways to easier understand our target market, their needs
and what we can do to improve our service.
Target Markets
Target
Middle class customers
Upper class customers
Other
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The pie graph above represents our target market. In researching
the target market we have learned that in the year 2000 Wichita
had a population of 344,284. Being in the year 2007 it is
estimated that there are 120,000 more people. 45% of the chart
is middle class customers; this is where majority of our market
is. While upper class customers make up 35% of our markets.
While the rest of the community holds the last 20%.
Geographic

Our immediate target market is the greater Wichita, Ks area
with a population estimated to be 464,000.

A 50 mile geographic area for catering services.

Our target market population is 53,248.
Demographics

Families

Household income over 48,000

Churches
Market Needs
Mama Love’s Kitchen Catering is very interested in learning
and catering to market needs. Creating a market and knowing
market needs is difficult, ye t Mama Love’s feels they have
found several points of concentrated interest.
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
Selection: Wide array of soul food menu items.

Equipment:
Top of the line in order to keep food fresh and
warm when traveling long distances.

Customer Service: Unparallel service catering to the
customers every need with undivided attention.

Pricing: Mama Love’s
vows to have intense competitive
pricing with all catering companies
Trends
With introducing a new market, there are no trends that
directly relate to our soul food catering market. Yet the
catering market has developed trends that may indirectly or
directly help Mama Love’s develop their catering service.

Food Quality:
Mama Love’s is a quality organization.
Catering high quality food is our main priority. High
quality food will produce better soul food which will
increase revenue.

Creativity: Mama Love’s as well as other catering services
have improved catering by applying new and creative ways in
preparing and serving food.
Catering has transformed
eating simple meals into extravagant and lavish dining
experience.
SWOT Analysis
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Strengths

Strong community ties because of Mama Love’s Kitchen
the restaurant.

Customer Service

Great Food

Great Customers

Have catered parties to test the market

Customer allegiance
Weaknesses

Limited marketing and financial resources

No professional

Family owned and operated only limited employees
schooling
Opportunities

Penetrating a none a nonexistent market

The ability for franchising
Threats

High cost of foods

Economy taking a dive

Other soul food catering services trying to penetrate
the market
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
Employee wages

High liability insurance
Product Focus
Points of difference
What sets Mama Love’s Kitchen Catering apart from
others is their relationship with the customers. Our great food
is secondary to the great customer service that we try to
display and provide. Soul food is rarely sold by caters because
everyone does not know how to prepare it well. Our unique
decorations and creative preparations of meals place Mama Love’s
Kitchen Catering at the upper echelon of the catering food
market.
Position of product
Mama Love’s Kitchen Catering Serving the greater
Wichita area is a soul food catering service. Weddings, parties,
church conventions, and meetings are venues Mama Love’s
entertain. Soul food often gets misconstrued as black people
food rather it is food that originated in the south and should
be considered as southern food. Collard greens, macaroni and
cheese, brisket, ribs, cornbread, roast, chicken are all key
ingredients in making great soul food. Mama Love’s will need a
base location in order to cook for our customers, located in old
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town Mama Love’s is in the heart of the community and city. Our
wide selection of food allows us to benefit our customer and
supply there needs. The service provided is fairly expensive
but, for what a customer receives it is very affordable. Mama
Love’s has a plan on how to execute these objectives. We would
like to have repeat customers from Mama Love’s Kitchen
Restaurant, increase prices by 30%, put the competition to rest
with excellent service as well as food. Mama Love’s has a
strategy of providing availability and accessibility in greater
Wichita.
Mission
Mama Love’s Kitchen Catering mission is to provide stellar
customer service, with excellent soul food. Mama Love’s
is in
the catering business for longevity. Our service is parallel to
none and plan to progress into the future with service that
surpasses all in the catering market. We plan to corner and
owned the soul food catering market, and will do what ever it
takes to achieve this.
Set Marketing Program
Mama Kitchen Catering has developed a marketing mix very
strategically. The marketing mix consists of the basic functions
product, price, promotion, and place or distribution.
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
Product: Our product is preparing and serving good soul
food with innovative and creative culinary works.

Price: Mama Love’s pricing is catered actually to the
amount of people in the group for one collective charge. We
have another avenue to charge parties of 10 or more which
is having them pay per plate.

Promotion:
Mama Love’s Catering will go further and more
in depth with the promotion of the catering services, more
so than the restaurant did. Extensive advertisement through
the restaurant with signs, flyers, and discount cards.
Promotion outside will consist of going to the local
churches with flyers. Radio promotion is essential because
it helped so much in the advertising and promotion of the
restaurant. Our key to promotion is to not over saturate
ourselves with customers that we can not satisfy with
stellar customer service.

Place/ Distribution: Mama Love’s intends to cater only the
greater Wichita, Ks area. Mama Love’s will distribute our
food and services quickly with top of the line vans to
transport the food in a timely manner.
Budget
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In developing a budget it is key that as a business that we
a lot extra money for unplanned occurrences. Mama Love’s Kitchen
is fortunate to have a restaurant that has eighty percent of the
equipment needed to help the catering business get started.
Therefore Mama Love’s Catering does not need to have an enormous
budget. Our budget of $100,000 should be plenty. Our budget is
based off purchasing two 2007 vans fully equipped with enough
room to move large amounts of food. Our contract with the
company in which we have received these vans allows us to
purchase these vans every three years at the lowest market price
which will save us approximately $20,000. Catering hot plates
and utensils are essential and having a good relationship with
the distributors through Mama Love’s Kitchen we received a
discount of 50% and purchased these appliances for $8,000. With
our overhead of employee wages, gas, promotion, decorations, and
food our total is $ 37,000. With all these expenses it brings
our total $ 85,000. Staying 15,000 under budget will prove to
beneficial it gives us room to breath through the first month of
business. Staying under budget also allows Mama Love’s the
opportunity to take care of emergencies and unplanned mishaps
that go along with being in business.
First year Forecast
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First Year Forecast
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
The graph indicates our first year forecast. While promoting our
catering service the first months will start slow and pick up
during the summer months. As we grow in clientele and build a
relationship with community along with our company visibility
after the first year business should become pretty consistent.
As we become more efficient in the catering business our
expenses should depreciate while are revenue should increase.
The Break Even Point
The break even point from Mama Love’s Kitchen Catering is $
7,100 a Monthly.
Sources Of Capital
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Mama Love’s Kitchen Catering has quality investors. Their
knowledge from previous investments with Mama Love’s Kitchen
Restaurant has made them willing to invest. Anne Tarvey and
Jacob Croowle are Mama Love’s investor and have potential to
receive 28% return on invest annually. Through diligent
accounting and high sales Mama Loves plans to repay debt with
seven year time span.
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