Rebekah Deal
Kyle Dykes
Desiree Elliott
Jordyn Hutchins
Damario McFadgen
Shrimp Tease
123 West 4 th Street
Harrisonburg, VA 22802
540- TEASE ME
(540-832-7363) www.ShrimpTease.com
1

I.
I.
Table of Contents
II.
Executive Summary
III.
General Company Description
IV.
Products and Services
V.
Marketing Plan
VI.
Operational Plan
VII.
Management and Organization
VIII.
Personal Financial Statement
IX.
Start Expenses and Capitalization
X.
Financial Plan
XI.
Appendices
XII.
Refining the Plan
2
3
5
8
12
22
29
2

3
II. Executive Summary
Shrimp Tease will be a food and entertainment business our goal will be to provide high quality customer service by producing superior food, specializing in the atmospheric attraction. When we use the term atmospheric attraction for our restaurant we are describing a relaxed, laid-back bar-scene experience with a young and energetic staff. Crab and Shrimp will be our biggest edible attraction, marketing special crab feasts and shrimp feasts with the best prices around!
Mission Statement: Our mission at Shrimp Tease is to serve our customers with the superior food and service in a laid-back, friendly atmosphere for a fun relaxing evening.
Business Philosophy:
Customer satisfaction is our main priority, while establishing an entertaining dining experience in a fun and “off-the-wall” atmosphere, as our guests, are being served by our youthful, energetic staff.
Shrimp Tease is an atmosphere that is definitely geared more towards a more mature audience that will still be suitable for families with their children of any age. Our goal will be to reach out to a broad spectrum of Harrisonburg residents while providing both a more family oriented atmosphere and a more mature “bar scene” atmosphere after hours. Our company’s most important strength will be our

4 staff and the quality of food in which we deliver. The major factor that will influence the success or failure of our business will be the marketing and location. In the college town in which our business is located it is imperative to appeal to the differing demographics over the changing season. As of now the most influential aspect of our background would be our age. As younger business partners trying to appeal to a younger demographic we have the knowledge of what appeals to us, therefore the knowledge of what would appeal to them. As previously stated marketing will be the most influential factor, so with this background we have a strength that will help to support our business against an important factor.

III. General Company Outline
Our business, Shrimp Tease, is a food and entertainment business. We will always strive to provide good customer service for our customers. We will look to achieve that goal by providing the best quality food, mainly relating to our star seafood attraction crabs and shrimp and backing it up with French fries, full salad bar, chicken selections, burgers, and etc. Along with our food we will strive to have the highest quality service with our prime location in Harrisonburg full of young, enthusiastic, waiters and waitresses.
Mission Statement: Shrimp Tease ‘s mission is to serve our customers with the high quality food and service, while providing the best satisfaction creating a friendly atmosphere for a fun relaxing evening.
Business Philosophy: Customer satisfaction is our main priority while establishing a, entertaining dining experience in a fun and off-the-wall atmosphere as our guests are being served by our youthful, energetic staff.
Marketing:
Our goal will be to reach out to a broad spectrum of Harrisonburg residents while providing both a more family oriented atmosphere and a more mature “bar scene” atmosphere after hours. We will look to market our business to a variety of
5

income statuses, recognizing that a large aspect of Harrisonburg-Area residents will be the area college students, between the months of August and May. During the summer months our marketing will change to families and people looking for summer seafood. (see later marketing plan)
Shrimp Tease is a partnership between the 5 founders of the business, including:
Jordyn Hutchins
Desiree Elliot
Kyle Dykes
Damario McFadgen
Rebekah Deal
Our company’s most important strength will be our staff and the quality of food in which we deliver. The major factor that will influence the success or failure of our business will be the marketing and location. In the college town in which our business is located it is imperative to appeal to the differing demographics over the changing season. As of now the most influential aspect of our background would be our age. As younger business partners trying to appeal to a younger demographic we have the knowledge of what appeals to us, therefore the knowledge of what would appeal to them. As previously stated marketing will be the most influential factor, so with this background we have a strength that will help to support our business against an important factor.
6

7
Factors that will give us a competitive advantage in our business will be our target demographic and marketing strategies. Because we are targeting a younger demographic (i.e. JMU, EMU, and Bridgewater College Students) our target atmosphere of a bar scene and young attractive staff will lure the potential customers in that were a aiming for. Although the menu may not be priced for that of a college student’s wallet, we are aiming at attracting people with our atmosphere and aiming the pricier menu items for the families and working individuals that we attract

Crabs:
*All Combos come with the house salad and a side of fries or coleslaw
 John Crab dish Special(comes with the full-pound of boiled crabs with )- $
21.99
 Boiled Crab Combo-(Half= $9.99 ; Full=$19.99 )
 Fried Crab Combo-(Half= $8.99 ; Full=$ 17.99)
Shrimp:
*All Combos come with the house salad and a side of fries, onion rings, or coleslaw
 Captain Cook’s Shrimp Cocktail Platter (comes with half of the steam and fried shrimp, fries, , cocktail sauce )- $25.99
 Shrimp Alfredo Dinner
 Steam Shrimp Plate Combo- (Half= $8.99; Full=$16.99)
 Fried Shrimp Plate Combo- (Half=$ 7.99; Full=$15.99)
Burgers: (with choice of lettuce, tomatoes, pickles, onions, ketchup, mustard, mayonnaise; to add cheese is a $0.30 additional cost)
 Hamburger- $ 4.99
8

 Combo(side of fries or onion rings)- $7.99
Chicken and Wings: (flavor choice of Mild, Spicy, BBQ, Honey BQQ, Teriyaki V; come with side of fries or onion rings)
 Buffalo wings-(10 pc. $ 6.99; 20 pc. =$ 14.99)
 Boneless wings-(10 pc. $ 6.99 ; 20 pc=$ 14.99)
 5-pc Chicken Tenders- $6.99
Sides:
 Fries- $2.50
 Cole Slaw- $2.00
 House Salad- $3.00
Desserts
 Cheesecake- $ 5.35
 Ice Cream(chocolate, strawberry, vanilla)- $ 3.50
 Cookie Skillet- 4.50
Drinks: (free refills on all drinks except for milk)
 Coke- $2.00
 Dr. Pepper- $2.00
 Diet Coke- $2.00
9

 Sprite- $2.00
 Mountain Dew- $2.00
 Root beer- $2.00
 Fruit Punch- $2.00
 Lemonade- $2.00
 Tea(sweet/unsweet)- $2.00
 Water- $2.00
 Milk- $2.50
Beverages:
Beer:
 Budweiser-$3.50
 Heineken-$3.50
 Corona -$3.50
 Miller Lite-$3.50
 New Castle-$3.50
 Yuengling-$3.50
 Guiness-$3.50
 Blue Moon-$3.50
10

11
Economics:
The current demand in the target market is much needed as there is no other restaurant which offers the products we will serve anywhere near our location, we will be filling a niche which is currently empty. The effect the economy will affect some of the aspects of our company, when the economy falls less families will be willing to go out and spend money on food, however college students are almost a separate entity when compared to the economy. These students need a place to eat and drink and with quality products will typically come back to our establishment.
We will face high capital expenses at the start-up of our company, as we have to purchase and also renovate a location to build our business around. Marketing cost should be relatively low as we plan to capitalize on the free commodities of the
Internet through the use of Facebook and Twitter. The name and brand of our company is sure to pull people in as they wish to find out what Shrimp-Tease is all about. We will face shipping cost as we have to get our inventory from places that are not local as well as train our kitchen staff in the proper ways to prepare what we wish to serve. We will also have to get some licenses in order to serve alcohol and fresh seafood.
Products:
We plan to offer a unique atmosphere and menu with high quality products and customer service. Our high quality seafood and other menu options will keep our customers happy along with drink specials offered. We will offer our crab feast

12 during times of availability. Our menu will also offer a full seafood line-up as well as more traditional American cuisine. We will also offer a late night menu to accommodate our bar going crowd. We will have a fully stocked bar as well.
Customers:
The customers in which we will target are a locally based around the three colleges surrounding and in the Harrisonburg area. Through the unique design and atmosphere of our bar and restaurant we will accommodate not only the majority of the population, college students, but also be able to extend our reach to local families as well.
The majority of what we will target however is the college students through our bar scene. These students have very small income but are known to attend what is considered “one of the largest party schools in the nation”, which means they will be willing to pay for a good time in a unique and affordable bar scene with decently priced food.
We will also offer a more upscale dining experience for the families of the
Harrisonburg area. We offer a family friendly dining experience to these people with the more expensive seafood options. We will be filling a need in the market for a seafood restaurant in the area.
17,393 students at JMU
1,744 students at EMU
1,651 students at Bridgewater College
Population of Harrisonburg (2010 Census): 48,914

13
Harrisonburg, VA Metropolitan Statistical Area est.: 126,562.
40.9% of Harrisonburg’s population is between the ages of 18-24
21.2% of the population is between 25 and 44
Competition:
There are 75 restaurants located in Harrisonburg. Of the 75 restaurants located in
Harrisonburg only one of them focuses on serving seafood. This restaurant is the
Red Lobster restaurant located at 2121 E Market St, Harrisonburg, VA 22801-8760.
This restaurant has huge staying power as it is a chain and is very well known throughout this area as well as to tourist coming from other areas. This restaurant has large staying power but will not offer all of the same products, as Shrimp Tease will. We will have an edge in the market place by offering crabs and shrimp in an area that is currently lacking this unique product. We will also offer a buffet, which is something that the Red Lobster lacks.
As for our bar there are several competitors in our area, as to be expected in a college town. Being the new one on the scene we will have to do a lot of marketing and be sure to provide a very unique experience to get people to continue to come back. There are around 15 bars listed in the Harrisonburg area. Knowing the area I am made aware of the fact that of all these bars there are a few favorite bars of the local colleges. These bars seem to be extremely for their drink specials and atmosphere. In order to compete with these bars we will have to make our atmosphere extremely unique as well as having drink specials to draw in the crowd.

14
Factor
Another thing some of these bars are lacking is affordable high quality food, which we plan on filling this gap with our menu.
1= critical- 5= not very important
Shrimp
Tease
Strength Weakness Competitor Competitor Importance
A B to
Customer
Products
Highest Quality
Price average
Quality
Selection
Highest quality for the current season.
*
*
*
2
2
1

Service average exceptional
Reliability Customers will be insured the
Stability most reliable service and staff. exceptional
Expertise All employees will know the
Company background of the restaurant and information about the food.
Reputation Fun and
Relaxing
Atmosphere
Location
Harrisonburg,
*
*
*
*
*
*
*
1
2
15
3
3
3
2
4

16
Va.
Appearance
Casual
Sales
Method Young, “hip”, place to be.
Casual atmosphere with fun and
MD’s best seafood from the Bay.
Credit
Polices
Advertising Hope to get most of our advertising by word of mouth.
But we also plan on t-shirt sales
*
*
*
*
*
4
2
2

17
Image and signs.
Young, hip, casual place to relax and “have a beer and crack some crabs with friends”.
* * 1
Niche:
Because Harrisonburg has no real seafood restaurant that aspect of our business alone will set us apart from our other competition. In addition to our business’s focus (the seafood from the bay) the atmosphere that we are aiming for is another large aspect of this restaurant that will set us apart from the competition.
Aiming for a “young, hip, bar scene” with young waiter and waitresses will create an atmosphere in a college town that will draw in just the crowd we’re looking for during the school year, and the seafood and bar will hopefully continue to draw in a crowd during the summer months as well.

18
Strategy:
Our strategy at Shrimp Tease will be to attract college kids from the three local schools in the area (James Madison University, Eastern Mennonite University, and Bridgewater College). Looking to draw most of these kids with our servers and bar scene will be the main theme however looking to draw their parents when they come for the JMU football games and other collegiate sporting events will draw another large part of our customer pool.
Promotion:
We will be looking to advertise mostly through word-of-mouth. But another large aspect of our promotion will be our t-shirts, which we hope to use both as a product and advertising tool. With word-of-mouth and t-shirts (which the customers have to purchase being our main means of advertisement we hope to keep our advertising fees down. We hope to draw the majority of our customers in with this work ethic and the rest with the usual signs, billboard renting, and other sorts of advertisement. Without have to lose cost of advertising we will also support the local schools donating coupons and other savings items for sporting events and other school functions looking to draw as big of a crowd as possible without leaving location.

19
Promotional Budget:
We will look to keep our advertising costs as low as possible in hopes that the majority of our advertising is successful because of the popularity of both the food and the theme of the restaurant.
As for now monthly budgets will be set based on revenue from the previous month and will be a set percent each month. (Ex. Below)
Month Total Revenue 5% Rev. prev. Month Total Promo Cost
January
February
March
April
May
Proposed Location:
Our location is important because we care about our customer and their easy access to our location. We’ll have adequate parking compared to the seating capacity, so everyone have a place to park. We will be centralized to major schools or have easy access to transportation.

Distribution Channels:
The restaurant shrimp tease will be a casual restaurant with a 1 server to 1 table ratio.
Crabs and Shrimp are to be sold in feasts (one per person, no sharing!)
Pick up is available for set pounds for shrimp and bushel and half bushel prices for crabs.
*Sales Forecast:
20

21
VI. Operational Plan
On a quiet but active street in Harrisonburg Virginia, Shrimp Tease provides a lively environment for everyone to enjoy their time eating while enjoying their favorite beverage in an energetic, active setting.
Production:
Receiving food on a daily basis from:
Tangier Island Seafood Market
1311 S High St, Harrisonburg, VA 22801
9.0MI from Bridgewater
(540) 434-2662
This provides us to serve you fresh seafood that comes straight from the boat, onto your plate. Our experienced chiefs will produce an exquisite meal you can’t resist, at a reasonable price.
Keeping a Database, of how much food we used, and how much food was wasted, we will be able to see how much food was wasted and needed from week to week.

22
Location
Physical requirements:
 A minimal of 4,000 sq. /ft. and no more than 9,000 sq. /ft.
 A former standing restaurant or older building flipped into a restaurant.
 A full chiefs kitchen, with a walk in fridge and freezer
Access:
It is important that our location is convenient to transportation, due to the fact that we provide alcohol and if needed provide them with safe transportation home
Having easy walk-in access is essential to us because we want everyone to feel at home.
Having walkable parking to Shrimp Tease is crucial, so people don’t feel like it is an annoyance in order to get to our location.
Business hours:
11:00am-12:00am Monday- Thursday
11:00am- 2:00am Friday- Sunday

Legal Environment:
Requirering our permits through:
Permit Application Center
The Herrity Building
12055 Government Center Parkway, 2nd Floor
Fairfax, Virginia 22035
Telephone: 703-222-0801
TTY: 711
So we legally build or destruct within our location with the proper permit.
Understanding the Regulations of the Food industry everyone will have to read and understand the booklet, provided by the Virginian Government at: http://www.vdh.virginia.gov/EnvironmentalHealth/Food/Regulations/index.htm
This will be read and practiced through our employees.
Our Insurance will be provided by Farmers Insurance Group which provided us with:
23
Property and Inland Marine
 Buildings at Replacement Costs or Actual Cash Values
 Automatic Increase in Building Amount (inflation guard)



Contents at Replacement Costs or Actual Cash Values
Automatic Increase of the contents for seasonal fluctuation
Loss of income & extra expense on an actual loss sustained basis for 12
 months or other extended period
Loss of income & extra expense from power interruption
 Loss in value of undamaged building portion, demolition or increased construction cost to meet ordinance or law requirement

 Comprehensive equipment breakdown coverage
 Coverage extension to newly acquired buildings and contents
 Fire department service charge and extinguisher recharge cost
 Debris removal & Pollutant clean-up cost
 Back up of sewers or drains
 Accounts Receivables and Valuable Papers coverage


Computer equipment including Media & Records
Earthquake or earthquake sprinkler leakage
 Transportation (Transit) Coverage


Spoilage Coverage
Bailee Coverage
Crime
 Employee Dishonesty
 Forgery & Alteration


Money & Securities - both inside and outside of the premises
Money Orders & Counterfeit Currency
General and Other Liability
 Operations and Premise liability including parking lot liability
 Personal and Advertising injury liability
 Products and Completed Operations liability
 Contractual and Owners Protective liability
 Hired and Non-owned automobile liability
 Employee Benefits Liability
 Liquor legal liability
24

Copyrighting our logo, and catch phrase through:
U.S. Copyright Office
101 Independence Ave. S.E.
Washington, D.C. 20559-6000
(202) 707-3000 or 1-877-476-0778 (toll free)
Or go through their online sores to get the proper copyright.
Personal:
Starting off with one head chief and eight cooks, there will also be 15 experienced waitresses/ waiters working part-time, and two licensed bartenders.
We will find our employees through ads located in the newspaper and at the local colleges. As owners of Shrimp Tease we combined have experience in the sea food industry, interior design, accounting, and the business industry.
25
Our employees will go through the trial basis periods which include: remembering daily specials, orders, tables, locations, names. Seeing how friendly they are with customers, always have a smile on their face, customers come first.
Chief: cooks and makes sure the kitchen is acceptable, and people’s orders get done in a swift time, but with attention
Waiters: greets the customers with a friendly attitude making them feel welcome. Informs the customers the specials of the day, gets the orders to the kitchen and circulates to their different tables and makes sure they have everything that they need. serves the food to customers before the food gets cold.

Having part-time and Full-time employees they will have a time chart that will be provided by the owners.
Job Requirements:
26
-Must have experience in the food industry
-have a good memory
-smart, humble
-licensed bar tender
For getting the building up to code will hire contract workers, or if one of the owners has licensed in that field.
Inventory what kind of inventory will you keep raw materials, supplies, finished goods?
 Average value in stock i.e. what is your inventory investment
 Rate of turnover and how this compares to the industry averages
 Seasonal buildups
 Lead-time for ordering

27
Supplier:
Tangier Island Seafood Market
1311 S High St, Harrisonburg, VA 22801
9.0MI from Bridgewater
(540) 434-2662
Getting great reviews Tangier Island Seafood Market has a reliable delivery service and is only a short distance from our location.
Having a back-up distributer:
Pickford's Fresh Seafood, Llc
498 University Blvd
Harrisonburg, VA 22801-3721
Harrisonburg City
(540) 434-1978
Pickford’s Fresh Seafood, Llc provides Shrimp Tease with a safe back up in case our main distributor is out of a product.
Expecting the seafood industry to fluctuate in cost and we will make sure that our prices don’t fluctuate too much but we still have the profit to succumb our purchases.

28
All five owners of Shrimp Tease will take part in managing the business from a dayto-day basis. We all bring our own specialization to help manage Shrimp Tease. For example, Jordyn has had years of experienced waitressing in a seafood restaurant.
Kyle and DaMario also, have experience waitressing. Desiree has experience in working a credit union, working with others’ finances. Rebekah has personal connection through her dad on owning business and working with corporations. If either five of us are lost or unfortunately incapacitated, we with work with who we have and maybe down the line, if desired, get a fifth person. Also, it depends on what the owner has demanded in there will from or for the business.
Administrative
Supervision: works within general methods, procedures, and exercises considerable independent judgment to select proper courses of action
Employees
(26)

Professional and Advisory Support
 Board of directors─ Rebekah, Kyle, Jordyn, DaMario and Desiree
 Management advisory board─ Tree Advisory Board
 Attorney─ BotkinRose, PLC
 Accountant─ C Wayne Loker CPA LLC
 Insurance agent─ Anthem
 Banker─ Bank of America
 Consultant or consultants─
 Mentors and key advisors─ Phillips Seafood
29