Executive Summary
Page 1
Eveliana
Chart: Highlights
Objectives
1. Attain sales of 166,000 in the first year.
2. Increase second year sales by 50% and third year by 30%.
3. Expand to two stores by the third year of business.
Mission
Eveliana is a hospitality company dedicated to providing high-quality desserts in a
comfortable atmosphere for clients who seek a fun "gourmet" experience outside
restaurants. We intend to make enough profit to generate a fair return for our
investors and to finance continued growth and development in quality products. We
also maintain a friendly, fair, and creative work environment, which respects diversity,
new ideas, and hard work.
Keys to Success
Dedication to the finest quality ingredients and "make it happen no matter what"
customer service.
Ongoing employee education and recognition programs.
Give back to the community.
Page 1
Eveliana
Company Summary
Eveliana is a dessert bar concept in Bucharest. It emphasizes handmade gourmet
desserts in a casual atmosphere. Watching your dessert be prepared right in front of
you is the unique selling point of our business.
Start-up Summary
Our start-up costs come to 300,000 which is mostly kitchen equipment, store
furnishings and construction, and starting inventory expenses associated with opening
our first store. The start-up costs are to be financed by inside investment. The
assumptions are shown in Table 1 and Illustration 2.
Table: Start-up
Start-up
Requirements
Start-up Expenses
Legal
Office Supplies
Beginning Inventory
Sommelier consulting
Menus, etc
Insurance
Rent
Design & Construction
Research and Development
Furnishings
Expensed Equipment
Dishes, silverware, glassware, etc
Total Start-up Expenses
Start-up Assets
Cash Required
Start-up Inventory
Other Current Assets
1,000
2,000
5,000
500
1,000
500
5,000
125,000
1,000
10,000
125,000
5,000
281,000
19,000
0
0
Page 2
Eveliana
Long-term Assets
Total Assets
Total Requirements
0
19,000
300,000
281,000
19,000
300,000
0
19,000
0
19,000
19,000
0
0
0
0
0
Capital
Planned Investment
Investor 1
Other
Additional Investment Requirement
Total Planned Investment
300,000
0
0
300,000
(281,000)
19,000
Page 3
Eveliana
19,000
300,000
Chart: Start-up
Page 4
Eveliana
Year 2
Year 3
Year 4
Year 5
Growth
CAGR
10%
5,000
5,500
6,050
6,655
7,321
10.00%
15%
5,000
5,750
6,613
7,605
8,746
15.00%
Page 5
Eveliana
Gourmet
Wanna-bes
Soccer Mom's
Total
15%
5,000
5,750
6,613
7,605
8,746
15.00%
10%
12.59%
5,000
20,000
5,500
22,500
6,050
25,326
6,655
28,520
7,321
32,134
10.00%
12.59%
Page 6
Eveliana
Competitive Edge
Our competitive edge is our unique niche in an old market. Although restaurants,
cafes, bakeries, ice cream shops, etc have an established position in the marketplace,
none are quite like Eveliana. We are offering the customers a completely new
experience and far higher quality product. No where else will they find a
professional chef preparing gourmet desserts right in front of them. The amazing
popularity of the Food Network is proof of the public's new-found interest in being a
spectator in the kitchen.
Marketing Strategy
Eveliana' marketing strategy will be education of the consumer and subsequent wordof-mouth. We will become known as a unique dining experience as well as a superior
pastry shop. Customers will be reached through fliers, newspaper advertisements and
special holiday promotions.
Location will also play a crucial role in marketing and promotion. The business will
be located in high-traffic retail area in Bucharest, BUCHAREST known as the BID.
Bucharest BUCHAREST's Business Improvement District offers many incentives to
businesses operating there. Additionally, there is the traffic that will come from being
located near the MCI Center.
Eveliana will target progressive and generally well-educated and affluent consumers
who are interested in trying new products and experiences and are dissatisfied with the
limited selection and lack of personal service found in grocery store bakeries,
neighborhood cafes and ice cream shops and area restaurants.
Sales Strategy
1. We need to sell the company as well as the product. Just as Starbucks
became synonymous with great coffee drinks, Eveliana will come to be known as a
gathering place with spectacular desserts.
2. We have to sell not only an amazing "show" as the desserts are created, but also an
above and beyond service team who are knowledgeable and friendly. People will
always feel welcome and at home at Eveliana.
The Yearly Total Sales chart summarizes our ambitious sales forecast.
Page 7
Eveliana
Sales Forecast
Our Sales Forecast shows modest estimates for the first year of operations beginning
in May of 2015. After establishing Eveliana as 'the' place for sweets and celebrations,
we project aggressive sales increases for the following years. In the second year of
operation we estimate sales increase of 30% and of 50% in the third year for desserts,
POP and carry-out. We are planning a 10% increase in Weekly Lesson fees each of
the two following years while keeping costs constant.
Our cost of sales is based on an average food cost of 20% for dine in desserts and 15%
for point of purchase items, carry-out and weekly lessons. We project a consistent
food cost percentage of these amounts for the following two years. Keeping food
costs low while sales increase is vital to the profitability of Eveliana.
Table: Sales Forecast
Sales Forecast
Sales
Dessert Sales
POP Sales
Carry Out
Weekly Lessons
Total Sales
Direct Cost of Sales
Dessert Sales
POP Sales
Carry Out
Weekly Lessons
Subtotal Direct Cost of Sales
Year 1
Year 2
Year 3
144,000
2,650
5,100
14,400
166,150
216,000
3,445
6,240
15,840
241,525
280,800
5,167
9,360
17,424
312,751
Year 1
28,800
398
765
2,160
32,123
Year 2
43,200
936
936
2,160
47,232
Year 3
56,160
775
1,404
2,160
60,499
Page 8
Eveliana
Page 9
Eveliana
Milestones
Eveliana plans to be profitable within the first year of operation. Our goal is to
reinvest in the company and expand to three stores by the third year. From that point
we hope to establish partnerships with each store's chef; similar to Outback's
proprietor program. They will each invest in their store and be directly rewarded for
its profitability.
Management Summary
Eveliana will be slow to hire people in the first few years of operation, but very loyal
to those who are hired. Initially all employees will be part-time as the majority of the
work will be done by the chef-proprietor. As the company grows, new employees will
be trained and supervised by original employees who have been promoted to a
leadership position. It is our belief that employees who are dedicated to the success of
Eveliana should be rewarded. They will be leaders in our future store developments.
Personnel Plan
Our Personnel Plan begins at ground zero with the founder being the only employee.
Wendi James, the chef and proprietor, will initially serve as the only dessert bar chef,
as well as the store manager and the instructor for the weekly lessons. Being a
graduate of Le Cordon Bleu in Paris, France with experience in three five-star
restaurants she is well prepared for the jobs of chef and instructor. In addition, her
degree from the University of Illinois, C-U in Restaurant Management equally
prepares her for the managerial aspects of the business.
Evelianaintends to promote from within and reward the best employees with
leadership roles. Our opening employment goal is 4 with a goal to increase to 7 by the
end of the first year, 10 the second year and 12 the third year. We realize that this is
very aggressive staffing, but intend to hire culinary professionals who are used to the
demands of the restaurant business. By this hiring philosophy, we will be able to
operate with fewer, but more productive employees and reward them accordingly.
From that point we intend to increase the responsibilities of each employee as opposed
to hiring more people. Thereby rewarding those who have worked hard to establish
Evelianaas a superior dessert shop. These people will then be vital in our expansion as
we open new stores.
Table: Personnel
Page 10
Eveliana
Personnel Plan
Chef/Proprietor
Baker
Host
Dessert Bar Assistants
Dishwasher/Busser
Total People
Year 1
28,800
3,920
4,347
7,200
5,796
7
Year 2
31,680
4,312
4,347
7,920
5,760
10
Year 3
34,848
6,720
4,347
8,712
5,760
12
Total Payroll
50,063
54,019
60,387
Financial Plan
It is key to our financial success to grow Eveliana not just as a dessert bar, but as a
company. We are looking for an investment of 300,000 seed money with the hopes
of eventually selling an established chain of dessert bars or establishing our company
as a gourmet franchise. This means we must always be reinvesting in the future of
Eveliana.
Important Assumptions
The financial plan depends on important assumptions, most of which are shown in the
following table. The key underlying assumptions are:
We assume a slow-growth economy, without major recession.
We assume of course that there are no unforeseen changes in technology to make
products immediately obsolete.
We assume access to equity capital and financing sufficient to maintain our
financial plan as shown in the tables.
Table: General Assumptions
General Assumptions
Plan Month
Current Interest Rate
Long-term Interest Rate
Tax Rate
Year 1
1
10.00%
10.00%
30.00%
Year 2
2
10.00%
10.00%
30.00%
Year 3
3
10.00%
10.00%
30.00%
Page 11
Eveliana
Other
Break-even Analysis
For our break-even analysis, we assume running costs including our full payroll, rent,
and utilities, and an estimation of other running costs. Payroll alone, at our present run
rate, is only about 4,000.
Margins are harder to assume that far in the future.
13,251
Assumptions:
Average Percent Variable Cost
Estimated Monthly Fixed Cost
19%
10,689
Page 12
Eveliana
Year 1
166,150
32,123
0
32,123
Year 2
241,525
47,232
0
47,232
Year 3
312,751
60,499
0
60,499
Gross Margin
Gross Margin %
134,028
80.67%
194,293
80.44%
252,252
80.66%
50,063
2,300
54,019
2,500
60,387
2,500
0
0
6,000
2,400
60,000
7,509
0
0
0
6,000
2,400
60,000
8,103
0
0
0
6,000
2,400
60,000
9,058
0
Expenses
Payroll
Sales and Marketing and Other
Expenses
Depreciation
Leased Equipment
Utilities
Insurance
Rent
Payroll Taxes
Other
Page 13
Eveliana
128,272
133,022
140,345
5,755
5,755
0
1,727
61,271
61,271
0
18,381
111,907
111,907
0
33,572
Net Profit
Net Profit/Sales
4,029
2.42%
42,890
17.76%
78,335
25.05%
Page 14
Eveliana
Year 2
Year 3
166,150
166,150
241,525
241,525
312,751
312,751
0
0
0
0
0
0
0
0
0
0
0
0
Cash Received
Cash from Operations
Cash Sales
Subtotal Cash from Operations
Additional Cash Received
Sales Tax, VAT, HST/GST Received
New Current Borrowing
New Other Liabilities (interest-free)
New Long-term Liabilities
Page 15
Eveliana
0
0
0
166,150
0
0
0
241,525
0
0
0
312,751
Year 1
Year 2
Year 3
50,063
104,118
154,181
54,019
146,921
200,940
60,387
172,515
232,902
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
154,181
0
0
0
200,940
0
0
0
232,902
11,969
30,969
40,585
71,554
79,849
151,403
Page 16
Eveliana
Chart: Cash
Year 2
Year 3
30,969
3,834
0
34,802
71,554
6,467
0
78,021
151,403
7,216
0
158,619
Assets
Current Assets
Cash
Inventory
Other Current Assets
Total Current Assets
Page 17
Eveliana
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
0
0
0
34,802
0
0
0
78,021
0
0
0
158,619
Year 1
Year 2
Year 3
Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
Subtotal Current Liabilities
11,774
0
0
11,774
12,103
0
0
12,103
14,365
0
0
14,365
Long-term Liabilities
Total Liabilities
0
11,774
0
12,103
0
14,365
300,000
(281,000)
4,029
23,029
34,802
300,000
(276,971)
42,890
65,918
78,021
300,000
(234,082)
78,335
144,253
158,619
23,029
65,918
144,253
Paid-in Capital
Retained Earnings
Earnings
Total Capital
Total Liabilities and Capital
Net Worth
Page 18
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Mont
h8
Month
9
Mont
h 10
Month
11
Month
12
0% 12,000 12,000 12,000 12,000 12,000 12,000 16,000 8,000 12,000 8,000 12,000 16,000
0%
200
200
200
100
100
100
300
50
500
100
300
500
0%
300
300
300
300
300
500
1,000
200
700
200
500
500
0%
1,800
1,800
1,800
900
900
900
1,800
900
900
900
900
900
14,300 14,300 14,300 13,300 13,300 13,500 19,100 9,150 14,100 9,200 13,700 17,900
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Mont
h8
Month
9
Mont
h 10
Month
11
Month
12
2,400
2,400
2,400
2,400
2,400
2,400
3,200
1,600
2,400
1,600
2,400
3,200
30
30
30
15
15
15
45
75
15
45
75
45
45
45
45
45
75
150
30
105
30
75
75
270
270
270
135
135
135
270
135
135
135
135
135
Page 1
Subtotal
Direct
Cost of
Sales
2,745
2,745
2,745
2,595
2,595
2,625
3,665
1,773
2,715
1,780
2,655
3,485
Table: Personnel
Personnel Plan
Chef/Proprietor
Baker
Host
Dessert Bar
Assistants
Dishwasher/Busse
r
Total People
Total Payroll
0%
0%
0%
0%
0%
Mont Mont Mont Mont Mont Mont Mont Mont Mont Mont Mont Mont
h1
h2
h3
h4
h5
h6
h7
h8
h9
h 10
h 11
h 12
2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400
0
0
0
0
0
560
560
560
560
560
560
560
483
0
0
0
483
483
483
483
483
483
483
483
600
600
600
600
600
600
600
600
600
600
600
600
483
483
483
483
483
483
483
483
483
483
483
483
3,966 3,483 3,483 3,483 3,966 4,526 4,526 4,526 4,526 4,526 4,526 4,526
Page 2
Month Month
8
9
9,150 14,100
1,773 2,715
Month Month M
10
11
9,200 13,700 1
1,780 2,655 3
Total Cost
of Sales
2,745
3,665
1,773
2,715
1,780
2,655
Gross
Margin
Gross
Margin %
7,378
11,385
7,420
11,045 1
80.74% 80.65%
80.62% 80
3,966
1,000
4,526
0
4,526
0
Sales
Direct Cost
of Sales
Expenses
Payroll
Sales and
Marketing
and Other
Expenses
2,745
3,483
0
2,745
3,483
0
2,595
3,483
0
2,595
3,966
0
2,625
4,526
300
4,526
500
4,526
0
4,526
0
Page 3
Utilities
Insurance
Rent
Payroll
Taxes
500
200
5,000
595
500
200
5,000
522
500
200
5,000
522
500
200
5,000
522
500
200
5,000
595
11,261
9,705
9,705
9,705
Profit
Before
Interest and
Taxes
EBITDA
Taxes
Incurred
294
1,850
1,850
1,000
444
(330)
4,030
(3,527)
480
(3,485)
140
294
88
1,850
555
1,850
555
1,000
300
444
133
(330)
(99)
4,030
1,209
(3,527)
(1,058)
480
144
(3,485)
(1,045)
140
42
Net Profit
Net
Profit/Sales
206
1.44%
1,295
9.05%
1,295
9.05%
700
5.26%
311
2.34%
336
2.38%
(2,439)
-26.52%
98
0.72%
2
11
Total
Operating
Expenses
15%
500
200
5,000
679
500
200
5,000
679
500
200
5,000
679
500
200
5,000
679
500
200
5,000
679
500
200
5,000
679
Page 4
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
19,000
0
0
28,896
3,020
0
26,686
3,020
0
27,981
3,020
0
28,294
2,855
0
28,674
2,855
0
28,617
2,888
0
33,831
4,032
0
25,811
2,259
0
19,000
31,915
29,705
31,000
31,149
31,528
31,505
37,863
28,070
Starting
Balances
Page 5
term Assets
Total Assets
19,000
31,915
29,705
31,000
31,149
31,528
31,505
37,863
28,070
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
12,709
9,205
9,205
8,654
8,722
8,930
12,467
5,143
12,709
9,205
9,205
8,654
8,722
8,930
12,467
5,143
12,709
9,205
9,205
8,654
8,722
8,930
12,467
5,143
Liabilities
and Capital
Current
Liabilities
Accounts
Payable
Current
Borrowing
Other
Current
Liabilities
Subtotal
Current
Liabilities
Long-term
Liabilities
Total
Liabilities
Paid-in
300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 3
Capital
Retained
(281,000) (281,000) (281,000) (281,000) (281,000) (281,000) (281,000) (281,000) (281,000) (2
Earnings
Earnings
0
206
1,501
2,795
3,495
3,806
3,575
6,396
3,927
Total Capital
19,000
19,206
20,501
21,795
22,495
22,806
22,575
25,396
22,927
Total
19,000
31,915
29,705
31,000
31,149
31,528
31,505
37,863
28,070
Page 6
Liabilities
and Capital
Net Worth
19,000
19,206
20,501
21,795
22,495
22,806
22,575
25,396
22,927
Page 7