1 Eva Tan Age: 20

2 Mission Statement  Eva’s Edibles, a personal chef service, will provide busy professionals with healthy and delicious dinners that are based on their preferences and prepared in their own kitchens. Opportunity  Columbus has a growing population of professionals who have busy lifestyles, but want healthy—yet affordable— dinner options.

3 Business Profile Type of Business  Eva’s Edibles is a service business cooking meals for customers in the customers’ own kitchens. Legal Structure  Eva’s Edibles is a Limited Liability Company (LLC). I chose this status to protect my personal assets and give the company some added tax benefits.

4 Qualifications I’m qualified to run this business because:    I am a Certified Personal Chef, a certification offered by the U.S. Personal Chef Association (USPCA). I ran an event-planning business for four years. I have an associate’s degree in Business Management and was Assistant to the Director of Campus Dining Services at Ohio State University.

5 Market Analysis Industry NamePersonal Chef Industry/Special Food Services Industry Size$32,000,000 (personalchef.com) Total PopulationColumbus, Ohio, households with two or more people Target MarketAbove households with household income of $50,000 or more Potential MarketAbove households that go out to dinner or order in at least four days per week 301,800 27, ,760 Total Population Target Market Potential Market

6 Demographics  Professional couples and families, with household incomes of over $50,000 Geographics  Greater Columbus, Ohio, area Psychographics  Desires healthy food, often dual-income households living hectic lives, hard working, would like to spend more time at home without increasing time in the kitchen cooking and cleaning up Buying Patterns  Eats out often (4 times a week) but would like to reduce the cost of eating out Target Market Segment

7 Competitive Advantage Eva’s Edibles At-Home Chef d’Jour Factors $325/5 dinners Quality of Product/Service Price Location Reputation/Brands Unique Factors/ Knowledge $400/5 dinners$500/5 dinners Custom meals, healthy Meals from chef’s plan, not focused on health Meals from chef’s plan, healthy Certified Personal Chef, event planning Focuses on “kid friendly” meals Certified Personal Chef, knows customers Columbus New to marketKnown, but not good reputation Well established, good reputation

8 Marketing Mix PeopleProductPlacePricePromotion Appeals to busy professional who value free time and healthy, home-cooked meals Website, USPCA referrals, in-store promotions, providing samples at local events, customer retention program Customers in the greater Columbus, OH area I will purchase groceries, cook 5 dinners in the customer’s kitchen, store the meals in their freezer, and clean up $325 for 5 full, healthy dinners is competitive, but affordable when compared to eating out or ordering in

9 Promotional Mix Advertising Brochure, cards, postage, Website development $146 Publicity Press releases, postage $5 Personal Selling Contacting past customers of event- planning, OSU contacts, follow up mail- back cards from brochure — Sales Promotion Purchasers of three 5-dinner meal plans receive free snacks and desserts — Other Customers referring other customers receive 10% for 3 meal plans — Total Monthly Promotional Expense $151 Promotional Expense Monthly Amount Monthly Amount

10 Cost of Materials/Labor Materials Material DescriptionCost/Total QuantityCost per Unit GroceriesVaries per customer, for 5 dinners $100 Total Material Cost per Unit $100 Labor Labor Cost per HourTime (in Hours) to Make One Unit Labor Cost per Unit $256$150 Total Labor Cost per Unit $150 COSS (per Unit) $250

11 Economics of One Unit Selling Price (per Unit) $325 COSS (per Unit) 250 Other Variable Expenses (per Unit) 4 Total Variable Expenses (per Unit) 254 Contribution Margin (per Unit) $71 Description of One Unit of Sale: 5-Dinner Plan (1 Day of Cooking)

12 Average Monthly Fixed Expenses Fixed ExpenseAverage Monthly Expense* Insurance $117 Salaries of Employees — Advertising 146 Interest — Depreciation 17 Utilities (Gas, Electric, Telephone) 100 Rent — Other Fixed Expenses (Auto- and Cooking-Related) 107 Total Average Monthly Fixed Expenses $487 * Numbers are rounded to the nearest dollar throughout.

13 Time-Management Plan Schedule for a Typical Week Total Hours in a Week = 168

14 Monthly Sales Projections First Year Total Units Sold 252

15 Monthly Break-Even Units In an average month, the company will begin to make a profit after selling units =8.04

16 Projected Yearly Income Statement First Year Selling Price per Unit $325 Number of Units Sold 252 Total Sales $81,900 Variable Expenses 64,000 Contribution Margin 17,892 Fixed Operating Expenses 5,844 Pre-Tax Profit 12,048 15% $1,807 Net Profit $10,241

17 Start-Up Investment Start-Up Expenditures ItemWhere Will I Buy This?Cost Knife Kit (7-Knife Set) On-Line$550 Cooking Equipment (10-Piece Set) On-Line475 Miscellaneous Cooking Equipment On-Line313 Spices, Oils, etc.Grocery Store100 Wheeled CartOn-Line550 Total Start-Up Expenditures $1,988 Cash Reserves Emergency Fund $1,000 Reserve for Fixed Expenses 2,012 $5,000 Total Start-Up Investment

18 ROS & ROI ROI: Return on Investment For My Business: Dollar Equivalent = $10,241 $81,900 X 100 =13% ROS ROS: Return on Sales For My Business: Dollar Equivalent = $0.13 $2.05 $10,241 $81,900 X 100 =13% ROS $10,241 $5,000 X 100 =205% ROI

19 Financing Strategy SourceAmountDebtEquityGift Personal Savings $5,000 Relatives/Friends ———— Investor ——— Partner(s) ——— Totals $5,000— — Total Start-Up Investment

20 Business Responsibility & Philanthropy Business Responsibility  Use natural, organic, locally grown ingredients  Use “green” practices  Choose vendors who are environmentally and socially responsible Philanthropy  Provide internships for culinary students in the community  Speak to elementary students about healthy eating  Contribute 1% of yearly net profit to local food bank after three years of operation

21 Business & Personal Goals Build a strong customer base to ensure returning customers Strengthen relationship with local grocers and farmers to reduce costs and offer better produce Take a USPC course on growing a personal chef business Use the services of the USPC more, including local meetings to meet colleagues BusinessPersonal Lease or buy a commercial kitchen to serve more clients by delivering meals to customers Establish a relationship with the local community college in order to find graduating culinary students as possible employees Short-Term Long-Term I have no plans to leave the business in the foreseeable future Investigate the possibility that in the future the business could be franchised in other cities

22 Thank you for your consideration. Let us be your personal chef!