參考書籍 THE RESTAURANT FROM CONCEPT TO OPERATION 4ed JOHN R. WALKER, D.B.A., CHA., FMP. and DONALD E. LUNDBERG, Ph.D. 餐飮業經營管理實務 經濟部商業司編

Outline of a Business Plan Cover Sheet: Name of business, names of principals, address and phone number Statement of Purpose Table of Contents

Section One: The Business A. Description of Business B. Product/ Service C. Market D. Location of Business E. Competition F. Management G. Personnel H. Application and Expected Effect of Loan (if needed) I. Summary

Section Two: Financial Data A. Sources and Applications of Funding B. Capital Equipment List C. Balance Sheet D. Break-Even Analysis E. Income Projections (Profit and Loss Statements) 1. Three-year summary 2. Detail by month for first year 3. Detail by quarter for second and third years 4. Notes of explanation F. Cash Flow Projection 1. Detail by month for first year 2. Detail by quarter for second and third years 3. Notes of explanation G. Deviation Analysis H. Historical Financial Reports for Existing Business 1. Balance sheets for past three years 2. Income statements for past three years 3. Tax returns

Section Three: Supporting Documents Personal resumes, personal balance sheets, cost of living budget, credit reports, letters of reference, job descriptions, letters of intent, copies of leases, contracts, legal documents, and anything else relevant to the plan.

If the plan is also to be used as a financing proposal, the statement of purpose becomes more complex. It should include responses to the following questions: 1.Who is asking for money? 2.What is the business structure (for example: sole proprietorship, partnership, corporation, Sub-Chapter S corporation) ? 3.How much money is needed? 4.What is the money needed for? 5.How will the funds benefit the business? 6.Why does this loan or investment make business sense? 7.How will the funds be repaid?

CHAPTER ONE INTRODUCTION Reasons to Open a Restaurant Liabilities of Restaurant Operation The History of Restaurants Buy, Build, or Franchise?

WHY GO INTO THE RESTAURANT BUSINESS? Money The potential for a buy-out Place to socialize Challenge Habit Firm lifestyle Opportunity to express yourself

LIABILITIES OF RESTAURANT OPERATION Long hours Excessive fatigue / health problems Little security for managers who work for others Family life can suffer For owner, possibility of losing investment and investors

REASONS FOR RESTAURANT FAILURE Starting with a lack of sufficient capital Poor management Rapid expansion and competition from other restaurants

FAILURE REASONS CONT’D Economy is at a downturn or recession Family problems Owner loses interest in the operation

THE RESTAURANT FAILURE RATE Failure rate of 59% for a three year period Highest failure during first year- 26% Second year- 19% Third year- 14%

HISTORY 1767: M. Boulanger, the father of the modern restaurant, sold soups called restorantes, which means restoratives Origin of the word restaurant 1794: French Revolution caused many chefs to flee to America Paypalt brought the term restaurant to the US 1827: Delmonico’s, the first restaurant in the US, opens

BUY, BUILD, FRANCHISE, OR MANAGE? Several career option in the restaurant industry: Manage for someone else Purchase and operate a franchise Buy an existing restaurant and change it or operate as is Build and operate a new restaurant

ADVANTAGES TO BUYING Satisfies an aesthetic personal desire High rewards if successful Risks cut with knowledge of why previous restaurant failed

DISADVANTAGES OF BUYING High financial losses if restaurant fails High psychological losses if restaurant fails Difficult to overcome reputation of previous operator

ADVANTAGES OF BUILDING Freedom for personal preferences in all aspects of creation High psychological gains if successful No previous failures on the site

DISADVANTAGES OF BUILDING Very risky in all aspects Extremely high amount of capital required Difficult to find investors Millions of dollars in investment can be lost

ADVANTAGES OF FRANCHISING More likely to be successful Proven concept Building design, menu, and marketing plans already created and tested in market Training and management support available

DISADVANTAGES OF FRANCHISING Must pay franchising fee, a royalty fee, and advertising royalty No guarantee that if concept worked in one area, it will work in another Franchiser/ franchisee relations can be strained

ADVANTAGES OF MANAGING Least financial risk No investment needed Structured working environment

DISADVANTAGES OF MANAGING Psychological cost of failure is high Limited say, if any, in operating procedures, concept changes, etc.

BUY / BUILD / FRANCHISE / MANAGE ADVANTAGES & DISADVANTAGES

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