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Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives
This is a business plan. It does not imply an offering of securities.

1.0 Executive Summary.....................................................................................................................1

Chart: Highlights...........................................................................................................................1
1.1 Objectives....................................................................................................................................1
1.2 Mission...........................................................................................................................................2
1.3 Keys to Success.........................................................................................................................2
2.0 Company Summary......................................................................................................................3
2.1 Company Ownership................................................................................................................3
2.2 Start-up Summary....................................................................................................................3

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

Table: Start-up...............................................................................................................................4
Table: Start-up Funding..............................................................................................................5
Chart: Start-up..............................................................................................................................6
2.3 Company Locations and Facilities.......................................................................................6
3.0 Products............................................................................................................................................7
3.1 Product Description..................................................................................................................7
3.2 Competitive Comparison........................................................................................................7
3.3 Sales Literature..........................................................................................................................8
3.4 Sourcing........................................................................................................................................8
3.5 Technology...................................................................................................................................8

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

3.6 Future Products..........................................................................................................................8

4.0 Market Analysis Summary.........................................................................................................8
4.1 Market Segmentation..............................................................................................................9
Table: Market Analysis................................................................................................................9
Chart: Market Analysis (Pie)...................................................................................................10
4.2 Target Market Segment Strategy......................................................................................10
4.2.1 Market Needs....................................................................................................................10
4.2.2 Market Trends...................................................................................................................11
4.2.3 Market Growth..................................................................................................................11
4.3 Industry Analysis.....................................................................................................................11

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

4.3.1 Competition and Buying Patterns.............................................................................11

4.3.2 Main Competitors............................................................................................................12
4.3.3 Industry Participants......................................................................................................13
5.0 Strategy and Implementation Summary...........................................................................13
5.1 Competitive Edge....................................................................................................................13
5.2 Value Proposition.....................................................................................................................14
5.3 Sales Strategy..........................................................................................................................14
5.3.1 Sales Forecast..................................................................................................................14
Chart: Sales Monthly.............................................................................................................15
Table: Sales Forecast.............................................................................................................15

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

5.4 Milestones..................................................................................................................................16
Table: Milestones.........................................................................................................................16
5.5 Marketing Strategy.................................................................................................................16
5.5.1 Sales Programs................................................................................................................16
5.5.2 Positioning Statement...................................................................................................17
5.5.3 Pricing Strategy...............................................................................................................17
5.5.4 Promotion Strategy........................................................................................................17
5.5.5 Marketing Programs.......................................................................................................17
5.6 Strategic Alliances...................................................................................................................17
6.0 Management Summary.............................................................................................................18

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

6.1 Organizational Structure......................................................................................................18

6.2 Personnel Plan..........................................................................................................................19
Table: Personnel..........................................................................................................................19
6.3 Management Team.................................................................................................................19
6.4 Management Team Gaps......................................................................................................20
7.0 Financial Plan................................................................................................................................21
7.1 Important Assumptions........................................................................................................21
Table: General Assumptions...................................................................................................21
7.2 Projected Cash Flow...............................................................................................................22
7.2 Projected Cash Flow...............................................................................................................22

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

Table: Cash Flow.........................................................................................................................22

Chart: Cash...................................................................................................................................23
7.3 Key Financial Indicators........................................................................................................24
Chart: Benchmarks....................................................................................................................24
7.4 Break-even Analysis...............................................................................................................25
Chart: Break-even Analysis....................................................................................................25
Table: Break-even Analysis.....................................................................................................25
7.5 Projected Profit and Loss.....................................................................................................26
7.5 Projected Profit and Loss.....................................................................................................26
Chart: Profit Monthly.................................................................................................................26

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

Table: Profit and Loss................................................................................................................27

7.6 Projected Balance Sheet......................................................................................................28
7.6 Projected Balance Sheet......................................................................................................28
Table: Balance Sheet.................................................................................................................28
7.7 Business Ratios........................................................................................................................28
7.7 Business Ratios........................................................................................................................28
Table: Ratios.................................................................................................................................29
Table: Sales Forecast...........................................................................................................................1
Table: Personnel....................................................................................................................................2
Table: Personnel....................................................................................................................................2

Table of Contents
1.0 Executive Summary
The Watertower is a full-service restaurant/cafe located in the Sweet Auburn District of Atlanta.
The restaurant features a full menu of moderately priced "comfort" food influenced by African
and French cooking traditions, but based upon time honored recipes from around the world. The
cafe section of The Watertower features a coffeehouse with a dessert bar, magazines, and space
for live performers.
The Watertower will be owned and operated by The Watertower LLC, a Georgia limited liability
corporation managed by David N. Patton IV, a resident of the Empowerment Zone. The
members of the LLC are David N. Patton IV (80%) and the Historic District Development
Corporation (20%).
This business plan offers financial institutions an opportunity to review our vision and strategic
focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales
numbers, gross margin, and profitability.
This plan includes chapters on the company, products and services, market focus, action plans
and forecasts, management team, and financial plan.

Chart: Highlights

1.1 Objectives

Table:
Table:
Table:
Table:
Table:
Table:
Table:
Table:

General Assumptions.............................................................................................................3
General Assumptions.............................................................................................................3
Profit and Loss..........................................................................................................................4
Profit and Loss..........................................................................................................................4
Cash Flow...................................................................................................................................5
Cash Flow...................................................................................................................................5
Balance Sheet...........................................................................................................................6
Balance Sheet...........................................................................................................................6