Business Plan

Venessa King and Team

What We
Were
re About
Locally Grown, Organically Known
Mission Statement:
To ensure that each guest receives prompt, professional, friendly and courteous service. To
ensure that all guests and staff are treated with the respect and dignity they deserve.To
provide at a fair price - nutritional, wellwell-prepared, organic meals - using only quality
ingredients. To thank each guest for the opportunity to serve them. By maintaining these
objectives we shall be assured of a fair profit that will allow us to contribute to the community
we serve.

Where Were At
Privately owned, fast casual
restaurant opening a trial store
in August 2015
Located in Richardson, TX
home to over 60,000 residents
Adjacent to the University of
Texas at Dallas campus with
over 21,200 students in the new
UTD Comet Town

Menu

Who We Are - Owned By

General Manager

Executive Chef

Greyson Morgan

Venessa King

6 years of restaurant experience

Practices a health conscious, organic, gluten free approach
to eating
Role: General Operations

12 years cooking experience focused on health conscious,

organic, and gluten-free recipes
Role: Menu Designer and Chef

Afternoon Manager
Afternoon Manager

Abhinav Vankayalapati

Jill Decker

2 years of Managerial experience

Role: Finance and Business

11 years of Public Relations experience

Practices a health conscious, organic, gluten free approach
to eating
Role: Hiring and Human Resources

Evening Manager

Evening Manager

Mustafa Al-kadri

Clay Kimball

3 years of Supply Chain Management Experience

Role: Source local farmers for ingredients

Expert in cutlery and kitchen equipment

Role: Source and maintain equipment

The Organic Burger Team

Organic Burger will staff:
21 fullfull-time employees:
o
o
o
o
o
o
o

3 Afternoon Shift Register employees

5 Afternoon Shift Cooks
3 Evening Shift Register Employees
5 Evening Shift Cooks
2 Afternoon Managers
2 Evening Managers
1 General Manager

10 partpart-time employees:
o
o
o

4 Afternoon Shift Register employees

4 Evening Shift Register employees
2 Delivery employees

Recruiting UTD students and local residents for partpart-time and full
full--time positions beginning June 2015!

What We Need to Operate

Building (Renting)
Front Counter: Order Desk, Menu Board, Cash/Credit Registers
Kitchen: Freezer, Fridge, Grill, Fryer, Drink Dispenser, Prep Counters,
Storage
Dining Area: Tables, Chairs, Trash and Recycling Bins, TV, Router
Drive
Drive--thru
Commodities

What We Have to Offer

First fast food restaurant providing healthy, organic, and delicious meals
Freshly prepared and easy to grab on
on--the
the--go
Well--priced, convenient snacks and meals ranging from $1
Well
$1--$9
Fast casual restaurant, taketake-out, and drive
drive--thru options
Quick delivery within two miles!
Antibiotic--free, organic, gluten
Antibiotic
gluten--free, vegetarian, halal, kosher, lowlow-carb,
low--budget options that is locally sourced when possible
low
Convenient late hours: SunSun-Wed 11a.m.
11a.m.--12a.m., ThursThurs-Sat 11a.m.11a.m.-1a.m.
Non--alcoholic and alcoholic beverage options
Non
Free wiwi-fi and television
Sustainable business operations

Our Business Model

Fast but Classy Food that is quick, affordable, but healthy
College oriented atmosphere A heavy appeal to college students and
their lifestyle
Serve organic or natural, local products
Flexible hours Late hours for workers and students
Appeal to:
o College students with extended hours
o Health conscious or people with specialized diets
o OnOn-the
the--go or busy people
o Anyone who enjoys the convenience of delivery
o Anyone that wants fast, affordable food that tastes good

Competitor Matrix Richardson

Restaurants
Organic Burger
McDonalds
Chick-Fil-A
Mooya Burger
Twisted Root Burger Co.
Olive Burger
Zoes Kitchen
Dylans Burger House
On Campus Dining
Sprouts (pre-made meals)
Central Market (pre-made meals)

Organic Special Healthy Beer &

Options Diets Options Wine

Take
Out

Delivery

Fast
Casual

Late
Hours

DriveThru

Other Competitors Nearby

Arbys
Burger King
Chipotle
Dominos Pizza
Dunkin Donuts
IHOP
Jack In The Box
Jimmy Johns
La Madeleine
Little Caesars Pizza
Panda Express
Panera Bread
Papa Johns Pizza

Pizza Hut
Qdoba Mexican Grill
Quiznos
Raising Canes Chicken Fingers
Snappy Salads
Steak n Shake
Sonic DriveDrive-In
Starbucks
Subway
Taco Bell
Wendys
Whole Foods Market
Zoes Kitchen

EVOS - 8 stores in the Tampa area

Burgerville - 39 stores in Washington State and Oregon

What the Locals Want

And the survey results show...

How far would you be willing to drive for

this restaurant?
40
35
30
25
20
15
10
5
0
2 miles

5 miles

10 miles

15 miles

30 miles

How much would you be willing to pay for

a quick, organic, locally sourced meal?
45
40
35
30
25
20
15
10
5
0
Less than $5

$5-$7

$8-$10

$11-$13

Would you pick this restaurant over other

common fastfast-food options?
90
80
70
60
50
40
30
20
10
0
Yes

No

How often do you eat out a week?

50
45
40
35
30
25
20
15
10
5
0
Most meals

Several times a
week (3-5)

A couple times a
week (1-2)

Never

Market Forecasts and Studies

Most Americans who are health conscious purchase and consume organic
foods
We live in a fast pace environment and most people dont have time to
prepare a meal and eat at the same time in the middle of the day
Driven by a stronger economy and historically high levels of pentpent-up demand among consumers,
restaurant--industry sales are expected to hit a record high of $683.4 billion in 2014. Although
restaurant
this will represent the fifth consecutive year of real growth in restaurant sales, the gains
remain below what would be expected during a normal postpost-recession period due to a range of
challenges. However, the restaurant industry will remain the nations secondsecond-largest private
sector employer with a workforce of 13.5 million.

-National Restaurant Association

Marketing and Advertising

Advertising Budget: $5,000

Minimalist
Small Flyers for Tables
Grown organically

Income Statement and Breakeven

1

Revenues

$260,000.00

$500,000.00

$600,000.00

$700,000.00 $800,000.00

COGS

$117,000.00

$225,000.00

$270,000.00

$315,000.00 $360,000.00

Gross Profit

$143,000.00

$275,000.00

$330,000.00

$385,000.00 $440,000.00

Expenses

$407,500.00

$210,000.00

$210,000.00

$210,000.00 $210,000.00

Net Profit

$264,500.00

$65,000.00

$120,000.00

$175,000.00 $230,000.00

% of Profit

-102%

13%

20%

Breakeven estimated at month 42

25%

29%

Funding Sources
Initial Investment

$ 250,000.00

100%

Founders (6)

$ 132,000.00

53%

Outside Investors

$ 37,500.00

15%

Business Loan

$ 80,500.00

32%

Risk Assessment
Market Risk:

Economy can become weak eventually

Complaints with taste

Cost Risk:

Not enough customers to break even

Operational Risk:

Food supply shortage

Food supply becoming contaminated

Financial Risk:

Lack of profit can lead to inability to buy more product

Break even point taking longer than usual

Timeline of Events and Milestones

Milestones
Initial investors secure individual contributions of $22K each
July 2014 company secures angel investor whom acquires 15% for his
investment of $37,500.
Business development continues (i.e. securing relationships with local
food suppliers, design plans, etc.) until Breaking Ground on building in
May 2015
August 20152015- Planned opening date
Proposed Breakeven beginning 2018
Planned expansion of new locations 2017

Timeline/Roadmap

The Organizational Plan

Style of Ownership:
LLC (Limited Liability Company)
In order to allow for more accessibility for investors, subsub-S Corp
similar to Amys Ice Cream will be involved
Ownership split between board of six members
Lifetime terms
Equal division of liability and finance
Segmented management based on past experience

Offering
Incentives:
Based on board discretion, valued investors may be offered to become
a part of the LLCs S Corp
ROI: Investors buy stakes in the next years profits; e.g. 50k $ returns
1% of total net profit for the next year
The percentage/cost ratio will be adjusted yearly based on projected
profits
The preferred ratio will give a projected 10% profit on investment; e.g.
50k $ returns about 55k $ after 11-2 years