E
E
A Personal Chef Service
Eva Tan
President
Age: 20
1
Mission Statement

Describe the Opportunity

Busy lifestyles
Increase in health consciousness
Desire for quick and nutritious dinner



Mission Statement
Eva’s Edibles is a personal chef service and will provide
busy professionals with healthy and delicious dinners
that are based on their preferences and prepared in their
own kitchen.

2
Business Profile

Type of Business
Service Business
Benefits:


 Less time shopping, cooking, cleaning up
 Eat dinner whenever at home
 Delicious, healthy dinners
 Less Expensive

Legal Structure
Limited Liability Company (LLC)

 Protect personal assets and tax benefits
3
Qualifications

I am qualified to run this business because:
 Associates Degree-Business Management
 Assistant Director-Campus Dining Services at OSU
 Certified Personal Chef (CPC)
4
Market Analysis
Industry Name
Personal Chef Industry/Special Food Services
Industry Size
$31,130,659,000
Total
Population
Columbus, OH
• Households with two or
more people
Target Market
•
•
•
Potential
Market Size
•
•
Men and women
In business or medical
field
Average Household
Income: $50,000
25% of Target Market
purchase food outside
four times/week.
Willing to purchase Eva’s
Edibles healthy meals.
301, 800
110,760
27,690
5
Consumer Profile





By Location

Greater Columbus, OH area
By Population

Professionals 25-45 primarily in growing business and
medical areas.
By Personality

Hard working, busy professionals that like to spend free
time with friends. Like to exercise and stay active and eat
healthy.
By Behavior

Eat out often (4 times a week), spend on friends and family
outings. Brand conscious and loyal customers.
By Income

Household Income of $50,000 or more. Educated
consumers that do research on any large purchases.
6
Competitive Advantage
Factors
Athome
Chef
Franchise
Restaurant
Your
Business
Healthy
Not Good–
service/not
healthy
Custom
meals—Very
Good
Price
$300-$500
$50-$70
$325
Location
Columbus,
OH
Columbus,
OH
Columbus,
OH
Brand/Reputation
WellEstablished
Well-known,
but not good
New to
market
Unique Knowledge
Knows
clientele
Quality of
Product/Service
Very Good
Fast turn around,
franchise model
Certified
USPCA/local
suppliers
7
Marketing Plan
People: Who will
buy your product/
service?
Busy people who value
free time and good,
home -cooked food
Price: What is
your product/
service price?
$325 meal plan—
Competitive but
more affordable
Promotion: How
will you promote
your product/
service?
Marketing
Mix
Place: Where will
you sell your
product/service?
Columbus, OH area
in customer homes
Website, referral listings,
in-store ,and local event
sampling
Product: What is
your product/
service?
Personal chef that
purchases groceries,
cooks in house, and
cleans up
8
Marketing Plan
Awareness
Purchase
Retention
Current & Short Term (1 month-6 months)
• Company website
• Listing on
www.hireachef.com
• Brochures at local
stores
• Presentation at
Wire Whisk
• Free samples, gift
baskets, discounts at
local events, for
example, Earth Day,
fairs, malls
• Free snacks and
desserts after
purchasing 3 meal
plans
Long Term ( 6 months-1 year)
Referrals from customers
Monthly
cost by
phase:
Additional discounts and
coupons in local papers
Offer 10% discount
for new client referrals
$50.00
$50.00
$45.83
Awareness
Purchase
Retention
9
Cost of Materials/Direct Labor
Definition of One Unit
Cost of Sales per Unit
Direct Labor
(Labor Cost per Hour) (A)
Time (in hours) to make 1
unit (B)
Direct Labor Cost per Unit
$25.00
6 hours
$150.00
(A)*(B)
Total Direct Labor per Unit $150.00
Material Description
Cost/Total Quantity
Cost Per Unit ($)
Groceries
Local market/custom
$100
Total Material Cost per Unit $100
Total Other Variable Costs Per Unit (Gas)
$4
Cost of Sales Per Unit (labor + material + vc)
$254.00
10
Economics of One Unit
Definition of One Unit
5-dinner plan (1 day of cooking)
Selling Price per Unit
$325
Direct Labor per Unit
$150
Materials per Unit
$100
Total COGS per Unit
$250
Total Other Variable Costs per Unit
(Gas)
$4
Total Cost of Sales
$254
Contribution Margin
$71
11
Average Monthly Fixed Costs
10th Edition-Chapter 9/11th Edition-Chapter 10
Type of Fixed Cost
Monthly Cost
Insurance
$116.67
Advertising
$145.83
Depreciation
$16.67
Utilities
$100
Auto Maintenance
$24.33
Other Fixed Costs (Cooking Supplies)
$83.33
Total Monthly Fixed Costs
$486.83
12
Time Management Plan
Business Schedule for a Typical Week
Column1
Free time
98 hours
Business
70 Hours
13
Monthly Sales Projections
7 days
Units Sold
23
Monthly BreakEven Units
7 days
22
21
Total Units
20
252
19
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Monthly Full
Capacity
22 days
14
Projected Yearly Income Statement
Selling Price per Unit
# of Units Sold
Total Sales
Total COGS
Other Variable Costs
$325
252
$81,900
$63,000
$1,008
Total Variable Costs
$64,008
Gross Profit
$17,892
Yearly Fixed Costs
Other Costs/Unforeseen
Total Fixed Costs
Profit before Taxes
Less Estimated Taxes @15%
Net Profit
$5,842
$0
$5,842
$12,050
$1,808
$10,242
15
Start-Up Investment
Item
Where will I buy this?
Cost of Item
Cooking Tools
The Wire Whisk
$2,500
Marketing
Materials/website
Kinko's and Online
Vendors
$1,039.51
CASH RESERVE covering 3 months of fixed expenses
$1,460.49
Estimated TOTAL START-UP INVESTMENT
$ 5,000
50 hours
x
$100/hour
=
$500
16
Return
…on Investment
Annual Net Profit
$10,242
=
Start-Up Invest.
$5,000
…on Sales
Annual Net Profit
$2.04
(dollar equivalent)
12.51%
$10,242
=
Total Sales
204.84%
$0.13
(dollar equivalent)
$81,900
17
Financing Strategy
for Total Start-up Investment
Source
Eva’s Personal
Savings
Totals:
Amount
$5,000
Debt
Equity
Gift
X
$ 5,000
18
Business Responsibility Plan
Philanthropic Strategy Plan

Use locally grown ingredients.

Use “green” practices: Paper, Storage
materials.

Provide internships for culinary students in the
community: Eva will volunteer at local
elementary schools to speak about healthy
eating options.

Contribute 1% of yearly net profit to local food
bank after three years of operation.
19
Business & Educational Goals
Personal
Long Term
Short Term
Business
Build a strong customer base in
Year 1 to ensure returning
customers.

Strengthen relationship with local
grocers and farmers to reduce
costs and obtain better produce.

•
•
Increase market penetration by
leasing/buying commercial
kitchen
Deliver meals to customers

USPCA course on growing
personal chef business

Learn from colleagues from
USPCA

May sell the business or
franchise

Develop skills as a personal
chef to potentially start a
healthy food restaurant.
20
Eat healthy, Eat happy
Thank you for your consideration!
Columbus, OH
21