BUSINESS PLAN

The Daily Grill

For Great American FoodThink Daily 131 31st, Kenosha, WI 53140
Ryan Lauer, Owner, rlauer@thedaily.com or (262) 825-3809 1465 Sheridan Rd, Kenosha, WI 53140

Table of Contents
Executive Summary.............................................................................................................................................. 1 Part 1: Business Description, Vision, and Mission ........................... Error! Bookmark not defined. Part 2: Competitive Market Analysis . ................................................... Error! Bookmark not defined. Part 3: The Management Team................................................................ Error! Bookmark not defined. Part 4: The Marketing Plan........................................................................ Error! Bookmark not defined. Part 5: The Financial Analysis. 2

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Ryan Lauer

The Daily Grill

Executive Summary
The Daily Grill will be located in the city of Kenosha, WI, a city of approximately 100,000 people. The restaurant will offer a friendly casual dining atmosphere along with many different forms of entertainment from music and TVs to live bands. We will serve a large variety of meals and liquors, but our specialty will be our grilled of fish, steaks, and burgers (including our famous Daily Burger). Our mission at The Daily is to provide you with an amazing experience you will remember and tell your friends about. We provide all around quality at our restaurant (quality food, quality pricing, and quality people). Our ideal customers are those who are looking for a fun and casual place to have a great and affordable meal. Because we are located in the downtown area we would like to draw in both men and women working in the surrounding area for both lunch and late-night meals. We would also like to host parties and different events at The Daily. Additionally, since there is a small college nearby, we also expect many of our customers will be students and faculty members. Customers will visit us for many reasons one of which is the many different grilled items we offer. Our biggest food draw in will be our Daily Burger, which is a 5 lb burger. If a person finishes the burger in 30 minutes they will get a free meal, their picture on our wall, and a free t-shirt. Another reason people will visit us is our live bands. We would like to bring in live bands every Wednesday night and will take auditions to play at our restaurant if you feel your band is qualified. Our business will be a limited liability company. We have structured the business as a LLC for personal protection since we will also be serving liquor. Our business will thrive for many reasons. One reason is my connection with the community and the college located within it. I graduated from Carthage and would like to make sure the students and faculty visit my business. The community I am surrounded by is in a period of growth, which will help us thrive as well. Our skills and knowledge in food service will make this business a sound investment.

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Part 1: Business Description, Vision, and Mission

Legal Name: The Daily Grill Description of Business: The Daily Grill will be located in the city of Kenosha, WI, a city of approximately 100,000 people. The restaurant will offer a friendly casual dining atmosphere along with many different forms of entertainment from music and TVs to live bands. We will serve a large variety of meals and liquors, but our specialty will be our grilled of fish, steaks, and burgers (including our famous Daily Burger). Form of Business Ownership: Our business will be a limited liability company. We have structured the business as a LLC for personal protection since we will also be serving liquor. Location of Business: 131 31st, Kenosha, WI 53140 The Daily Grill is located in downtown Kenosha. We offer a unique atmosphere you cant find anywhere else. We have a stage for live bands and karaoke, a large bar for socializing, and also an area for both family dining and dancing. The Vision: To be the premiere dining location in all of Kenosha. We would like to inspire people to take some time out of their busy schedules and come out and have some fun. We would like to be a huge part of beautiful downtown Kenosha. The Mission: Our company aims: to sell delicious and remarkable food and drinks that meet the highest standards of quality and freshness all the while sticking to traditional grilling styles with large portions of our delicious food. to make sure every customer that walks through our doors experiences a feeling of home and acceptance. to have the best customer service by hiring only the best employees. Our employees will make sure you know who they are and also the ins and outs of our menu and what we are trying to accomplish by having your business. to create a work environment where every detail of our operations are documented and watched strictly.

The Daily Grill

to provide all who work with us a friendly, cooperative, and rewarding environment, which encourages long- term, satisfying employment, and to be a giving member of the Kenosha community and to use our restaurant to improve the quality of life in the area.

The Daily Grill

Part 2: Competitive Marketing Analysis

Market Analysis: Assessment of the Competition: There are several fast-food businesses, McDonalds, Wendys, Subway, etc., open in the current area where the Daily would sit along with more high-end restaurants and bars. At the Daily Grill we want to provide quality food at a fair and honest price so we see our grill falling into the middle range of food businesses in the area. Because we are unique we feel like we have found a nitch our business can fill here in Kenosha. Company Strengths: I would have to say that our biggest strength here at the Daily Grill is our menu. From our many different grilled fresh items to our fully stocked bar. We also have many different options most restaurants do not offer one of which being our stage for karaoke and live bands. Another strength is our staffing and customer relationships from our outstanding staffing. Our outstanding staff is trained by our outstanding management team, which has 20+ years in the food business. To grow our business and thrive in the community we would like to be a community based organization by contributing to the community and buying some products locally. Anticipated Challenges and Planned Responses: AC: 1. Booking a big band for the opening of our venue. 2. There is a Buffalo Wild Wings opening up in the strip mall down from our grill. PR: 1. Before entering this business venture we contacted several bands and their managers and were able to book Blake Shelton and Carli Rae Jaepsen. The funds for them to come will be made on ticket sales and drinks sold for that night. 2. With BBW opening our grill maybe hurt in the beginning, but I believe that with our unique business model and our amazing menu, outstanding staff, and great pricing strategies we can win over a big customer base and grow that base over time.

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Industry Profile: Industry Description: The Restaurant sector is in the Services industry. There are many types of restaurants fighting for the same potential customer base. Fast food giants, smaller take-out places, to more sophisticated high-end restaurants are all part of the Restaurant sector. The Daily Grill is a restaurant that can find a nitch here in Kenosha. We will sit in the middle between the higher end restaurants and the fast food giants such as McDonalds and Subway. Opportunities and Threats: One opportunity for our business is having college nights for students who are 21 and up. With two local colleges in the area, Carthage and UW-Parkside, a big opportunity for potential business presents itself. There are a couple of threats for our business. One threat that we have accounted for is the down economy. We have reasonably priced food items, which allows families and people with less disposable income to still come in and eat/drink. Another threat could be diseased meat from over population and mad-cow disease.

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Part 3: The Management Team

Management: I will be the head of operations as I am the owner with 2 managers right beneath me and the regular employees beneath management. I will be the business manager overseeing everyday operations. My other two managers will be the floor manager and grill manager. My floor manager is in charge of all scheduling of waiters/waitresses and making sure the waiters are doing their jobs to their absolute best. My grill manager will be in charge of all scheduling of employees in the kitchen such as dishwashers, chiefs, and other kitchen staff. Organizational Chart: more layers of management and more employees may need to be added as our business grows. (current layers shown by numbers) 1. Owner and Operator: Ryan Lauer, business manager 2. Grill manager Floor manager 3. Kitchen staff waiters/waitresses/hostess Business Goals: First year goals: 1. 2. 3. 4. To make a net profit for the year To build a strong customer base To minimize employee turnover Throw 10 college nights throughout the first year

Intermediate to Long-term goals: 1. To earn a net profit of $1,000,000.00 over the first 5 years 2. To host a country music themed night with 4 big names within the first 3 years Ethical Issues: any ethical issues our business may face will be put to rest immediately. Based on any ethical issue we my face I would like to ensure everyone that we will: Keep our food fresh and the quality of the highest standard Keep our pricing and performance honest and above our customers everyday standard Make sure that our business practices are always kept up to date and our employees treated more than fairly

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Social Responsibility: because we would like to help in the fight to keep our earth green and prosperous we at the Daily Grill would like to help save the environment. Some ways we can do this are: Recycle Cut down on our waste Cut down on our energy used each day

We plan to be open from 11 a.m. to 10 p.m., Monday through Thursday, 11 a.m. to midnight Friday and Saturday. We will be closed on Sundays, Thanksgiving, Christmas, and New Years.

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Part 4: The Marketing Plan

Market Research: because we have so much to do at the Daily Grill we figure we will be able to cover a couple different markets. We feel like families and people looking for a quick bit for lunch or after work will be drawn in to the Daily. Families will like our prices and the quality of food you get for that price. We believe that business men and women will come to the Daily for drinks with co-workers or a nice place to meet a client for a casual, relaxing lunch. We also believe one of our largest markets will be found at the local colleges, Carthage College and UW-Parkside. These kids will be drawn in by our entertainment factor, bands, karaoke, and drinks, and also by the different college nights we would like to host throughout the years at the Daily. The Product or Service: Product Features & Benefits: the main feature on our menu will be our grilled entres and also the Daily burger along with other items such as salads, sandwiches, and pasta dishes. We will also offer warm bread with butter before every meal. We will strive to present a total product offer that includes warm and friendly service, a delicious, reasonably priced meal, and a relaxing ambience. Product Differentiation: our product is unique, which is why we will thrive in Kenosha. We offer freshly grilled products that no one else can offer and we also offer live music to differentiate ourselves from the competition. We will also offer the best service you can find. Our service will be attentive and to meet your needs no matter how specific. We will also offer the Daily Burger Challenge, which will draw in customers looking to show they can out eat anyone or beat us. Pricing: Our pricing strategy is fairly simple. We plan to position our menu offerings and their prices to reflect our quality products but not too high to give the impression that we are a higher-end restaurant. Although we will have opening week specials, we will not pursue penetration pricing or price skimming, as we do not wish to cause discontent among customers when we inevitably raise our prices to secure a profit later. Sales and Promotion: Advertising: our biggest form of advertising will be done through handing out brochures, our website, an ad in the paper, and word of mouth. We would like people to get to know more about us and what we represent and can bring to the table as a new restaurant and business. In the paper we will offer coupons for people to come in and receive a discount
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on their first meal with us. Because these ways are inexpensive, but effective we do not see a big cost to our business, but we do expect a big return. Promotion: we at the Daily Grill know how important offering special promotions to customers are. We would like to offer many different promotional deals during our time in Kenosha. One idea is to offer a college night with a huge band and a themed party our opening night. Another idea is the Daily burger, which will act as an on going promotion to bring in big eating customers looking to win a free meal. We will also offer half off our lunches on our opening day to try to bring in the business crowds and college students looking for a great, but inexpensive lunch. Place (Distribution) Issues: because we are located in the downtown of Kenosha 10 minutes away from both colleges and located next to several local businesses we feel that there will be no distribution issues.

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Part 5: The Financial Analysis

Expected Revenue: We expect to bring in 150 customers a day on the average, 100 for dinner and 50 for lunch. Our customers will pay around $8 for a lunch special and $15 for a dinner special. With these prices and the expected numbers of customers everyday we expect our everyday revenue will be $1,500.00 for dinner and $400.00 for lunch coming to a total of $1,900.00. We expect to bring in 50 customers a night to our bar at about $4 a person. With these expected values we will bring in a total of $200.00 a night at the bar Monday through Thursday. On Saturday and Sunday we expect 100 customers a night to our bar at about $10 a person. This will bring in cash on a nightly basis of about $1,000.00. We do understand that our revenues and customer numbers will be different each night, but we expect our yearly revenues to be around $804,900.00. Cost of Doing Business: Expenses Rent Salaries and Wages Supplies Ads & other Promotions Utilities Insurance Total Start Up Costs: Raw Materials and Supplies: Initial supplies we will need to open our restaurant: 20 Tables @ $325 each ................................................................................................. $6,500 60 Chairs @ $100 each ................................................................................................... 6,000 20 Barstools @ $150 each .............................................................................................. 3,000 2 Cash Registers @ $225 each ........................................................................................... 450 Squirrel POS System ........................................................................................................ 1,500 Char-Grill Oven Unit ........................................................................................................ 1,000 Expected Monthly Costs $2,000.00 $12,000.00 $600.00 $300.00 $900.00 $1,600.00 $17,400.00 Expected Yearly Costs $24,000.00 $144,000.00 $7,200.00 $3,600.00 $10,800.00 $19,200.00 $208,800.00

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Viking 8-Burner Stove ..................................................................................................... 3,500 3 Microwave Ovens @ $150 each ..................................................................................... 450 Deep Fryer....................................................................................................................... 2,500 Refrigeration Unit ........................................................................................................... 2,000 Freezer ............................................................................................................................ 4,000 Ice Maker ........................................................................................................................ 1,000 Dishwashing Unit ............................................................................................................ 2,000 3 Prep-Tables @ $200 each ............................................................................................... 600 Table Linens and Napkins .................................................................................................. 500 100 Small Glasses @ $1.00 each ........................................................................................ 100 100 Large Glasses @ $1.25 each ........................................................................................ 125 60 Wine tumblers @ $2.00 each .................................................................................... 1,200 100 Sets Plates, Bowls, Mugs @$10.00 each ................................................................. 1,000 100 Sets Silverware @ $12 per set ................................................................................. 1,200 Miscellaneous Kitchen and Bar Supplies ........................................................................ 2,000 Table and Restaurant Decorations ................................................................................. 1,375 Total ................................................................................................................... $42,000 We anticipate initial bar and food stocking costs to be approximately $8,000. (Note: Most of our bread and dessert offerings will be made fresh on site. All other food items will be purchased from local distributors on a weekly basis. Local in-season produce will be used as much as possible. Our inventories will not be significantly affected by change in seasons or holidays.) We anticipate startup costs to total $48,000. Financing: We will look for help financing through the support of the bank and also I will be putting aside $100,000.00 for the project

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Bibliography
Last Name, F. (Date). Dolor Sit Amet. Lorem Ipsum, 1 - 10. Last Name, F. (Date). Lorem Ipsum Dolor Sit Amet. City: Publisher. Last Name, F. (Date). Lorem Ipsum Dolor Sit Amet. Duis sed elit ante, pp. 10-20.

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