Business Plan
The Lunch Box, LLC Bergen, NJ 07621 Gila Greenbaum, Angela Misko, Jena Wood, Jessica Dean & Erica Burdon Telephone: 201-222-0713 Fax: 201-222-0813
[email protected] http://www.thelunchboxplan.weebly.com
The information contained in this document is is confidential and intended solely for the recipient. Reproduction of, or forwarding to anyone not directly sent this document is strictly forbidden.
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Table of Contents I.
Executive Summary……………………………………3 Overview ………………………………………3 Business Potential ………………………..….4 Marking Strategy……………………………..4 Financials…………………………………….4 Management Team …………………………..5 General Company Description……………………...5 Mission Statement……………………….…..5 Objectives…………………………………….5 Philosophy…………………………………...6 Target Customers……………………………6 Location.....................................................6 Trends........................................................6 SWOT Analysis ...........................................6 Market Research......................................................7 Statistics....................................................8 Income characteristics................................8 Comparison with Potential Competitors.......9 Economics................................................10 Pricing.....................................................................11 Legal Issues........................................................... 11 Inventory/Potential Suppliers................................13 Organizational Chart..............................................16 Personnel................................................................16 Job Descriptions .................................................... 17 Financial Plan..........................................................21 Break Even Analysis...............................21 3-year profit Projection...........................21 Marketing/Advertising Plan....................................22 Floor Plan................................................23 References..............................................................24
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IV. V. VI. VII. VIII. IX. X.
XI.
XII.
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I. Executive Summary The Lunch Box (TLB) is a door-to-door lunch convenience delivery service, which provides a nutritionally balanced, wholesome, and yummy lunch delivered fresh daily. Using our service, parents can simply select the foods they prefer their child/children to consume. In addition to offering an easy, convenient and nutrition lunch, we are teaching our families the importance of leading a healthy life. The service is specifically targeted towards parents and elementary school aged children in Bergen County, NJ. We provide all supplies necessary to participate in the service. We will promote community health and wellness, while simultaneously providing excellent customer service that is timely and reliable, and hospitable. Research indicates a growing demand for home delivery service of foods, especially foods that are healthy. In fact, nutritious foods are more popular than commercial fast food options. In a society where women and men are a re working full time, and convenience services are fast becoming a necessity, TLB can provide an invaluable service to busy parents. Bergen County has the highest population in the state of NJ, with over 150 private schools, and over 25% of families with an income above 150K. Our mission is to promote community health and wellness through a nutritionally balanced, personalized, and sustainable lunch delivery service, with diverse menus developed by experienced Registered Dietitians (RD). We place high value on our service, which promotes community health and wellness, while simultaneously pr oviding excellent customer service that is timely and reliable, and hospitable. There are not many companies in the NYC/Northern NJ area that provide similar services as TLB. Additionally, these businesses are only available online, and are limited geographically due to the nature of the business. To promote our company, and make us unique, TLB will provide a storefront as well as online services to families in Bergen County. Currently there are no lunch delivery services in Bergen County, N.J. Our biggest competitor is the National School Lunch program (NSLP), because schools participating with the NSLP are capable of offering lunch at a far lower cost to parents. Overview Our team is dedicated to the success of “The Lunch Box” (TLB) and has decided to reinvest 85% of our profit into months 1 and 2. Our company will be profitable in month one due to the capital investment from founders. Shown below is the three year projection for TLB The first year we will spend 25,134.00 in expenses and make a monthly profit of 35,826.00. Since we decided to reinvest our money each year our profit, revenue and expenses will grow.
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The Lunch Box Three Year Projection 200,000.00
Year 1
180,000.00
Year 2
160,000.00
Year 3
140,000.00 120,000.00 100,000.00 80,000.00 60,000.00 40,000.00 20,000.00 0.00 Revenue
Expenses
Profit
Business Potential Our business has the potential to thrive especially in a working world. Families find it hard enough to pack a lunch never mind make sure it is nutritious. This business will ensure that children have a nutritious lunch every day. In the future we envision our business to expand to other towns in New Jersey. Marketing Strategy TLB marketing efforts will be directed towards building relationships that will increase membership of our services. This will be executed by using several techniques and strategies including but not limited to: full-service website, printed marketing materials, radio and magazine advertising, branding and logo establishment, press, social media, blogs and mobile apps, word of mouth, professional and local business affiliations, partnerships with local business and farmers markets, and special discount offers. Financials A complete set of financials is found in this Business Business Plan.
Management Team 4
TLB is managed only by individuals with experience and expertise in their fields. f ields. Ownership consists of 5 co-owners who are trained and licensed RD’s. Between the 5 owners, responsibilities will be divided into CEO and RD tasks to delegate duties, ensure efficiency, and prevent micromanagement. All remaining positions including office and operations manager, executive chef, utility staff, drivers and personnel, front desk and line cook will be hired based on necessary qualifications, through as joint hiring process requiring majority consensus to ensure quality is maintained. All candidates will be screened according to their application and resume. Qualifying candidates will be interviewed and hired if chosen, pending a background check.
II. General Company Description The Lunch Box (TLB) is a door-to-door lunch convenience delivery service, which provides a nutritionally balanced, wholesome, and yummy lunch delivered fresh daily. We provide all supplies necessary to participate in the service. Mission Statement To promote community health and wellness through a nutritionally balanced, personalized, and sustainable lunch delivery service, with diverse menus developed by experienced Registered Dietitians (RD). Right there, in the middle of every school day, lie time and energy already devoted to the feeding of children. We have the power to turn that daily sc hool lunch from an after thought into a joyous education, a way of caring for our health, our environment, and our community.* — Alice Waters
Goals and Objectives GOALS
OBJECTIVES
- Become a leader in the door-to-door food delivery convenience industry
- After a 12 month period, we will maintain a 60% satisfaction rate by providing reliable, fresh, and timely service; percentages will be measured through parent and child customer surveys, and plate waste observation
- Provide nutrition education to elementary school children
- Increase nutrition education by providing daily, age appropriate nutrition tips or facts accompanying every child’s lunch box; lunch box will also include a plate depicting the USDA MyPlate divisions to increase knowledge in portions sizes.
- Be an eco-friendly business by “going green” with our services
- Reduce waste by 20%, in a 12 month period, by providing sustainable, eco-friendly, reusable lunch bags, coolers and containers, to all customers upon registration of service.
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- Promote the use of local ingredients
- Whenever possible, support local businesses by getting 100% of our ingredients from USDA approved local farmers.
Philosophy What is important to TLB as a business? We will promote community health and wellness, while simultaneously providing excellent customer service that is timely and reliable, and hospitable. What makes us unique? 1. Our RD inspired menus will showcase natural ingredients obtained from local businesses, to support the local community. 2. We value sustainability, customer satisfaction and high quality products. 3. We promote excellence by encouraging the collective effort and intelligence of trained team members. 4. We promote the health of our customers and members through healthy eating and education; our lunches offer balance, variety, and wholesomeness, and we put nutritional daily facts inside each lunch box to increase nutrition knowledge, as well as an actual My Plate to teach portion sizes and food groups. 5. We are offering a much needed convenience service for parents in the area. To our knowledge, there is no existing company in the area offering this unique and practical service. Target Population The service is specifically targeted towards parents and elementary school aged children in Bergen County, NJ. Location Bergen County, NJ, with storefront location and website for signup and ordering. Trends Affecting Business 1. Growing demand for home delivery service of foods for supermarkets and restaurants 2. Consumers require convenience services in all aspects of life 3. Higher end, nutritious foods are more popular than commercial fast food options 4. Sustainability is becoming well-integrated into corporations 5. An increase in women in the U.S. workforce, making it more difficult for them to attend to lunch responsibilities SWOT Analysis Strengths
Weakness
1. Growing trend in food home delivery service 2. Busy professionals can’t get to the grocery store 3. Popularity of food product delivery
1. Unpredictability: weather, vehicle breakdowns, school cancelled 2. Price variability in farmers markets 3. Cost 4. Lack of variety or availability of foods 6
4. “Green” company, sustainable, farm to table philosophy 5. Increased women in workforce, resulting in less time to make lunches 6. More family time, less prep lunch time
5. Reliance on equipment 6. Food safety risks 7. Food shortages 8. Getting into school systems 9. Affordability to average person 10. Finding commercial kitchen to rent 11. No client base at start-up
Opportunities
Threats
1. Room for growth of company: spread globally, create an App 2. Contracts with schools 3. Send menu preview to customers prior to month, with nutrition facts labels and information 4. Create Nutrition education opportunities in community 5. Ease burden on families. Allow for family time 6. Franchise possibilities
1. Current school lunch programs 2. Saturation of Online home delivery services 3. Changes in economy 4. Weather in the New Jersey Area – Winter months (can affect delivery and sales) 5. Market cap 6. School lunch programs starting bagged lunch programs
III. Market Research The market for home delivery of specialized foods has been increasing since 2009 with a net worth of over $1 billion. In 2012, Bergen country was ranked 39 th out of 100 for wealthiest town in United States. With the majority of the population comprised of families with child, the convenience of having a lunch delivery program would offer these busy working families some reprieve. Currently, the public schools in Bergen county offer a small selection of lunch items per day. They do not offer the option for students to order specific lunch items for the week. Lunch is very important for elementary school-aged children. Most kids don’t get breakfast or dinner at school and may not have any snacks until they get home, so lunch is the only meal they have to power them through the day. According to ChoiceUSA.net, school lunch makes up one third to one half of a child’s nutritional intake for an entire day and is essential for helping children succeed in school as well as grow and develop successfully and healthfully. School lunches are often unappetizing and lack nutrition, because they are created from commodity or surplus foods. There are multiple sources of funding and strict guidelines that need to be followed, which makes it hard for schools to make changes to the school lunch programs. More than 30 million children participate in the National School Lunch Program, and the federal government spends $8.7 billion of our tax dollars each year on school lunch. Yet what many schools offer students is often not appetizing and only 7
marginally nutritious. For example, some foods that qualify as healthy under the USDA guidelines include foods with trans fats, high fructose corn syrup, and chemicals used for processing.
Population Statistics 1. Bergen County has the highest population in the State of NJ 2. Total number of families families in Bergen County: 235,070 3. Family Households account for 71.1% 4. Households with with Persons under 18: 113,056 5. Total 5 to 9 Year Olds: 56,309: 6.2% 6. Total 10 to 14 Year Olds: 60,038: 6.6% School Statistics 1. Public School Enrollment Enrollment Grades 1-8: 77,359 2. There are 80 Public School School Districts Districts 3. There are 176 private private schools (31,645 students) students) Income characteristics for families in 2009 – CENSUS 2010 1. 28% of families had an income of 150k+ 2. Northwest Bergen County (67.3%) and Central Bergen County (43.6%) had the highest incomes with 100k+ In 2012, Bergen country was ranked 39th out of 100 for wealthiest town in United States. With the majority of the population comprised of families with child, the convenience of having a lunch delivery program would offer these busy working families some reprieve. Parents can simply select the foods they prefer their child/children to consume. As always, parents expect the best for their children and we would offer the best lunch options available. By offering home delivered lunch, we are giving the parent/child parent/child the power to make their own lunch selections. Currently, the public schools in Bergen County offer a small selection of lunch items per day. They do not offer the option for students to order specific lunch items items for the week. week. At the Lunch Box, we will allow parents and student this option. In addition to offering an easy, convenient and nutrition lunch, we are teaching our families the importance of leading a healthy life. In each lunch we will provide health and wellness tips. Our ability to personalize each lunch is unique to our company. Our company stands by our mission. We are not restricted by the USDA USDA national school lunch requirements. More than 30 million children participate participate in the National School Lunch Program, and the federal government spends $8.7 billion of our tax dollars each year on school lunch. Yet what most schools offer students is often not appetizing and only marginally nutritious. (1)
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We will meet and exceed the needs of each and every child’s nutrition need based on the child not the USDA standards. We feel that government standards are broad. The USDA guidelines, depending on the age, allow children to consume from 664-825 calories a day and 10-16g protein. The lunch Box believes that lunch should be made specifically for a child. 664 calories may be too too much for one child but not enough for another. Parents and children should be able to tailor their school lunch to their specific need not the needs of government standards. The Lunch Box will prepare children with an appropriate lunch as designated by the parent. Our goal with each lunch is to fill fill a hungry belly and power the mind for a brighter day at school. This will be achieved by giving the parents and and children the power to choose their food.
In addition to providing a great lunch for your child, the Lunch Box will save you time! Spend more time with with your family. Have you ever wondered how much time do you spend making lunch? You can spend 10 minutes packing a lunch in the morning. It will take you 5 minutes to order lunch for the week! Let’s do the math: 10 minutes / day x 5 days / week = 50 minutes per week 50 minutes / week x 4 weeks / month = 200 minutes/60min/hr=about 3.5 hours/month! We could save you 3.5 hours a month. What could you do with an extra 3.5 hours? Read, play a game, watch a movie, ride bikes, go for a hike, cuddle?! I. Costs 1. Drivers and support staff 2. Storefront location 3. Transportation, vehicles, gas 4. Commercial Kitchen and all equipment: dishwasher, dishwasher, fridge etc 5. Coolers 6. Lunch Boxes and containers 7. Computer System for tracking 8. Employees 9. Utilities 10. Ingredients, business with vendor 11. Payroll 12. Insurance 13. Serv-safe certification cer tification for employees 14. Lawyer/legal fees 15. Formation of LLC II. Marketing Libraries, community centers, fitness centers, PTO meetings, restaurants, private preschools, website, pediatrician offices, extracurricular programs, uniform stores, radio 9
Comparison with Potential Competitors There are other companies that offer a similar service. However, the majority of these businesses are only available online and are limited geographically due to the nature of the business. The Lunch Box will provide a storefront as well as online services to families in Bergen County. Currently there are no lunch delivery services in Bergen county, N.J. Our biggest competitor is the National School Lunch program (NSLP). Schools participating with the NSLP are capable of offering lunch at a far lower cost to parents. NSLP provides relatively nutritious meals to those who could otherwise not afford them. However, school lunch is inferior in nutrition, nu trition, quality and variety. Our target th customers in Bergen County are the 20 highest per capita income earners in the United States. Our customers will receive personalized service tailored to their wants and needs for their children’s nutritional health. Listed below are online competitors. Many of these would not be considered a threat since they are not equipped to provide services in our area. The lack of real competitors indicates the need for our services in the Northern NJ area: 1. Inboxyourmeal.com, based in NY. Delivers “smart and tasty meals for kids.” 2. Expresslunchbox.com, 2. Expresslunchbox.com, based based in MD. Purpose to give busy parents the ability to provide fresh, nutritious meals to their children without going through the hassle of packing lunch every night. Express Lunch Box is a division of Garrison Catering. 3. Thelunchmoms.com, created in 2004 by two local moms who realized that many parents in Vernon, British Columbia were struggling to put together a nutritious and tasty school lunch for their child. 4. National School Lunch Program-at participating schools. Offers lunch at a much lower costs. Many school lunch programs are starting to provide an ordering option to provide bagged lunches. Some parents may find this more convenient. 5. Choicelunch.com, 5. Choicelunch.com, Based in California. Purpose is to provide real, whole food to kids. Giving parents and child the power to choose their foods. Economics The average Bergen County education level is higher than the state average and is higher than the national average. As of 2010, the total population of Bergen County is 905,116, which is 2.38% more than it was in 2000. Bergen County, as of the 2000 Census, was the 25 the 25th-wealthiest county in the United States by median family income at $78,079 (ranked fourth in New Jersey), 21st in per-capita income at $33,638 (fourth in the state) and 18th nationwide in percentage of households earning more than $150,000 (fourth statewide). The Bureau The Bureau of Economic Analysis ranked the county as having the 20th-highest -highest per capita income of all 3,113 counties in the United States (and the fourth highest in New Jersey) as of 2009. There were 335,730 households of which 32% had children under the age of 18 living with them.
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IV. Pricing One regular box costs $9.90 [appropriate for children ages 5-8], one large box costs $11.90 [appropriate for children 8 and up]. We have created plans based on volume discount : therefore, the more you buy, the more you save! So we encourage customers to buy a plan. Small
Large
1 x week
9.90
11.90
2 x week
9.50
11.50
3 x week
9.25
11.25
savings of 1.30/week
5 x week
9.00
11.00
saving of 1.80/week
savings of .80/week
One time start up cost of $12.00 for cooler bag Purchase of additional meals per week decreases overall costs. Every 10th meal is free with the purchase of a new meal plan More meal purchases, larger the discount Minimum purchase of 1 meal a week for 1 month.
V. Legal Issues “The Lunch Box will operate as a Limited Liability Company (LLC) under the state of New Jersey. The company will be managed by its five members, Erica Burdon, Angela Misko, Jena Wood, Gila Greenbaum and Jessica Dean. All members will have equal ownership 20% in the company and participate in the management of The Lunch Box, LLC. We will nominate a registered agent within our company to officially receive and send papers (state filing and service of process of legal action on our behalf. To be nominated as our registered agent the nominee must have a physical address in the state of New Jersey.
Business name
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In order to register our business b usiness as a trade name in the Bergen County we will contact the County Clerk’s Office for Bergen County. As our business grows we will register our trade name in each of the 21 counties in New Jersey so it will be covered statewide.
Taxes Once we register our business we must pay taxes. Our business will register for tax and employer purpose with the New Jersey division of revenue. We will obtain a Federal Employee Identification Number from the IRS by filling out the SS-4 form. The State of New Jersey will send pertinent forms and information that will be filled out. License We will contact the Business Action Center to obtain a license. It is not required in the state of New Jersey to have a operation agreement but being a multi-member LLC we will have an operation agreement drafted by a lawyer. Health/Workplace/Environmental regulations The Lunch Box, LLC will registered with the New Jersey State Department of Health and pass any health inspections. We are committed to providing a safe and healthful workplace under the Occupational Safety and Health Administration. Insurance Coverage It is our responsibility to address liability insurance. To provide unemployment insurance and worker’s compensation we will register with the Division of Employer Accounts and Division of Worker’s Compensation under the New Jersey Department of Labor and workforce development. General Liability insurance will protect our business assets. Typical policy will cover bodily Injury, property Damage, personal Liabilities (libel, slander, copyright infringement, invasion of property or privacy, wrongful eviction, false arrest), Advertising Liabilities (losses caused by your advertising), Legal Defense and Judgments. We will also obtain auto insurance through the New Jersey Agents Alliance Company. D-U-N-S number A 9 digit- unique identifier which is obtain through Dun & Bradstreet Corporation. Important for getting approved for a business line of credit as well as getting more publicity for our business, building credit and creating a positive reputation for our business. Zoning/Building code requirements Our property will be zoned as commercial building. We will contact the local planning agency in order to find out how property is zoned. We will then hire a local land attorney to help us through the zoning process and ensure we are compliant with all rules and regulations. Lease Agreement 12
Being a small business we will work with a broker broke r to negotiate with the landlord a oneone to two-year lease with the option to renew.
VI. Inventory and Potential Suppliers Initial Inventory: Item
Potential Supplier
Details
Computer
-Apple -Dell
At least one desktop or laptop computer will be necessary for maintaining website and taking orders.
Phone
-Verizon -AT&T
Phone needed for everyday business needs, taking orders, and placing orders.
Email account
Email needed to alert customers of any changes, to confirm orders and other business needs. -Gmail
-Free; may need to purchase business account if necessary
Printer
-Best Buy
Printing orders/receipts
Uniforms
-Chefworks -Superior Uniform Group
-Headwear –Aprons –Coats -Pants –Slip-resistant shoes
Office Supplies
-Office Max -Staples
Website
A running website is necessary for customers to view offerings, prices and to place orders. -Weebly
-Free (limited features)
-Intuit
-Ability to create a website and online store (allowing customers to pay 13
directly through the website).
Kitchen Equipment (large)
-Performance Interiors -Hobart
We will initially need: -Oven/Stove –Tables for prep -3 compartment sink –Handwashing Sink -Cabinets –Dishwasher -Refrigerator –Drying Racks -Cooling Racks –Storage
Kitchen Equipment/Utensils (small)
-Kitchen & Company -Foodservice Warehouse
We will initially need: -Cutting boards –Knives (varied) -Blender –Food processor -Spoons/Spatulas –Baking trays -Thermometers –Pots/Pans
Ongoing Inventory: Item
Potential Supplier Produce -Freshpoint market -Sysco -Jersey Fresh Foods (local farm) -The Market Basket
Details On a weekly basis we will need: -Fresh fruits -Fresh vegetables -When fresh is not available, frozen food may need to be substituted or menu will be changed -Grains/Flour -Meat/Fish/Poultry -Dairy/Dairy Substitutes Due to the nature of our business, more than one food supplier will most likely be used at a given time.
Reusable boxes/containers
All meals will be packaged in reusable and washable containers with 3 separate compartments. -Eco-Takeouts
-100% BPA Free -Commercial Dishwasher Safe -Highly Durable Polypropylene -Microwave Safe for Re-Heating -Reusable & Recyclable (#5)
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-Model EC-12-1: 9” x 9” 3Compartment Food Container, 2.75 ” deep -$48.99/Case (12) ($4.08 each)
-Reuseit Fit & Fresh Bento Box with Reusable Ice Pack
-Microwave, top-rack dishwasher and freezer safe -BPA Free -$9.95 each
-Coleman
$15
Coolers
-Igloo
Food Inventory will be based on 2 month cycle menu 2 day sample menu Day 1: The Original Tuna Salad Sandwich Sweet ratatouille on rice Orange Slices A mystery goodie Day 2: Yogurt Lime Chicken Broccoli Pasta Salad with Parmesan Apple-Pear Cake A mystery goodie
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VII. Organization Chart
VIII. Personnel Employees CEO’s (also to serve as Registered Dietitians), Operations Manager, Office Manager, Front Desk Secretary, Executive Chef, Prep/Line Cook, Utility Staff and Delivery Personnel or Drivers. Type of labor The company requires positions of skilled, unskilled and professional labor. Management positions will require skilled labor with appropriate education and experience. All employees are held to a professional level of standards
Employee Hiring and Recruitment Since our company has 5 co-owners, all positions will be selected through a joint hiring process, requiring majority consensus. Ads will be placed online and in industry publications for recruitment. The operations manager will select the qualified candidate for the Box Assembly Assistants and Dish Room Worker, and Delivery Personnel or Drivers. The office manager will select the ideal candidate for the front desk position.The executive chef will be responsible for selecting the best candidate for the line chef and prep position. All candidates will be screened according to their application and resume. Qualifying candidates will be interviewed and hired if chosen, pending a background check. 16
Pay structure Salary for CEO’s (RD’s), Operations Manager, Office Manager, and Executive Chef. Hourly rate for Front Desk Secretary, Prep/Line Cook, Box Assembly Assistants and Dish Room Worker, and Delivery Personnel or Drivers. Schedules for hourly staff will be determined by management and may change slightly depending on business needs. Management and RD’s work as necessary. Training requirements Training will be provided for all newly hired staff. All newly hired personnel are required to attend a New Employee Orientation to familiarize new employees with the facility and services, as well as company guidelines. All employees must be serv-safe certified. Contract workers or vendors The outside contract companies we anticipate using will be for kitchen rental and equipment, delivery van/truck repairs and/or purchases, vendors for food purchases, vendors for cleaning supplies. Contract companies will also be used for accounting and marketing purposes.
IX. Job Descriptions CEO / RD Job Description/Responsibilities: CEO: Oversee all areas of The Lunch Box, defining the company’s long -term and shortterm objectives, initiating all company policies and regulations, and re sponsible for overall operations of the company. RD: Develop and plan the lunch menu options for The Lunch Box services. The RD’s are responsible for providing nutritious, healthy, and balanced meals to clients. CEO responsibilities include: · Meet with Managers and Executive Chef to determine overall goals and strategies for each department · Work with Office and Operations Managers to hire management positions and contractors/consultants · Negotiate with outside consultants to develop and achieve budgeting, marketing, and legal objectives. · Perform public relations for the company through interviews with industry publications and maintain high visibility within the target area. RD responsibilities include: · Plan and create menus that are designed to provide optimal nutrition for school aged children receiving catering services.
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· Determine the nutritional value of the menu to best meet the needs of the clients, while monitoring clients’ feedback and making changes accordingly to s pecial needs or food preferences. · Work closely with the Executive chef and cooks to ensure food provided is nutritionally dense and balanced. · Stay current on research and trends in the dietetics field, to continually stay up to date on menus and offerings with current nutritional research. · Obtain and evaluate client feedback on the services and food provided to ascertain satisfaction and continually find ways to improve services and food of the business Skills and requirements: -Experience in upper management in food-related corporation -Excellent written and verbal communications skills -Exceptional interpersonal skills -Bachelor’s degree at a U.S. regionally accredited university or college and course work accredited or approved by the Accreditation Council for Education in Nutrition and Dietetics (ACEND) of the Academy of Nutrition and Dietetics. Master ’s Degree a plus. -Completed an ACEND-accredited supervised practice program at a health-care facility, community agency, or a foodservice corporation or combined with undergraduate or graduate studies -Passed a national examination administered by the Commission on Dietetic Registration (CDR). -Completed continuing professional educational requirements to maintain registration. Line Cook Responsible for day-to-day meal prep, and other tasks deemed necessary by the executive chef and management which include, but are not limited to: · All food preparation, cooking/baking · Proper heating, cooling, storage and packaging of food items · Keep accurate production records to monitor food usage and daily temperature logs · Cleaning and sanitizing of work stations including counters and all equipment used · Organizing meal count totals and prioritizing business needs to accomplish tasks in a timely and effective manner · Assist with inventory and product procurement · Assist with all tasks as reasonably requested by management Skills and Requirements: -High School Diploma -Previous food service experience required (ServSafe Certified preferred) -Must be able and willing to work in a fast-paced environment -Must be self-motivated and able to work independently as well as with a team -Strong communication skills required -Physical demands include ability to stand for long periods of time, ability to lift 30lbs. or more
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Office Manager Responsible for the day to day operations of running an office, and supervising front desk staff. Work closely with CEO’s to manage recruiting and hiring of management positions. Duties will include: · Answering phone calls · Replying to email inquiries · Handle customer complaints · Create schedules for the staff · Create routes for drivers for deliveries · Purchasing office supplies · In charge of all Human Resource paperwork and questions from staff · Payroll Skills and Requirements: -At least 5 years of experience managing an office -Computer skills including Microsoft Office with emphasis on Excel to input / update data. -Willingness and ability to manage a team. -Must have excellent written, verbal, and customer service skills. -Ability to learn various job functions quickly and efficiently. Executive Chef Responsible for all food production, and involved in development of lunch menus, food purchase specifications and recipes. Superviser for line cooks. Develop and monitor food and labor budget for the company. Other duties include: - Ensures that high standards of sanitation, cleanliness and safety are maintained throughout all kitchen areas at all times. - Establishes controls to minimize food and supply waste and theft. - Safeguards all food preparation employees by implementing training to increase their knowledge about safety, sanitation and accident prevention principles. - Develops standard recipes and techniques for food preparation and presentation which help to assure consistently high quality and to minimize food costs. - Evaluates food products to assure that quality standards are consistently attained. - Establishes and maintains a regular cleaning and maintenance schedule for all kitchen areas and equipment. - Provides training and professional development opportunities for all kitchen staff. Skills and Requirements: Bachelor ’s degree from four-year college or university; or four years related experience and/or training; or equivalent combination of education and experience.Ability to interact positively with supervisor, management, coworkers, members, and the public to promote a team effort and maintain a positive and professional approach. Operations Manager Responsible for supervising all warehouse activities and employees, including delivery personnel, box assembly assistants and dish room workers, to ensure smooth operation and delivery of products. The manager must check each box prior to loading to ensure all items ordered are being delivered. The manager must ensure organizational 19
effectiveness by providing leadership for the organization ’s operational functions. Working with the management team, the position also contributes to the development and implementation of organizational strategies, policies and practices. Other duties include but are not limited to: Accomplishes warehouse operations by recruiting, selecting, orienting, training, assigning, scheduling, coaching, counseling, and disciplining employees Meets financial objectives by forecasting requirements; preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions. Develops operations systems by determining product handling and storage requirements. Develops warehouse design by planning layout, product flow, and product handling systems. Maintains safe and healthy work environment by establishing, following, and enforcing standards and procedures and complying with legal regulations. Skills and requirements: Bachelors degree, minimum 4 years experience as manager, Must be able to function in leadership and managerial capacity.
Utility Staff Responsible for assembling lunch boxes on the line to include appropriate utensils, napkins, condiments, entrée, dessert, and drink ordered based on menu ticket. Assembly assistants will load delivery trucks with finished boxes on a timed timed schedule. Responsible for re-stocking the line with utensils, napkins, and condiments. The dish and general utility position is responsible for maintaining cleanliness and sanitation standards for china, glassware, tableware, cooking utensils, etc., using machine and manual cleaning methods. This position also ensures the dishwashing area is maintained as a clean, safe and sanitary facility. Primary duties and responsibilities include: Sort and rinse dirty dishes, glass, tableware and other cooking utensils and place them in racks to send through dish machine Sort and stack clean dishes. Carries clean dishes to cook’s line and other proper storage areas. Rewashes soiled dishes before delivering. Change dishwater in dish machine every hour. Wash pots, pans and trays by hand. Remove trash and garbage to dumpster. Set up or break down dishwashing area. Clean and roll/unroll mats. Fill/empty soak tubs with cleaning/sanitizing solutions. Sweep/mop floors. Assemble/disassemble dish machine. Sweep up trash around exterior of facility and garbage dumpster. Wipe up any spills to ensure kitchen floors remain dry and Must notify Manager anytime dish machine wash or rinse cycle falls below safety standard temperatures.
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Skills and requirements: Ability to lift and carry racks or stacks of dishes, glassware and other utensils, weighing up to 30 lbs. Ability to lift and empty trash cans weighing up to 50 lbs. Frequent bending, stooping, reaching, pushing and lifting.Must be able to read and knowledge of workplace safety procedures. High School Diploma or GED. Delivery Personnel/ Drivers A clean driving driving record: record: Safety Safety is our priority. You’ll also need need a valid valid driver’s driver’s license, license, insurance and reliable vehicle. - Friendly demeanor: Smile, tell a joke – treat our customers like you would your family and friends. - Keen sense of direction: You should know how to read a map and find your way around your delivery area. - Age restrictions: Our delivery drivers need to be at least 18 years old. - Dress the part: We’ll provide you with a uniform. We just ask that you k eep it clean and come to work wearing it. - Just a few more things: You’ll need the desire to work as part of a team and enthusiasm for learning. Keep in mind, this is just basic information. You’ll find out more after you apply.
X. Financial Plan See the attached Excel File for Start-up Budget Break-Even analysis for The Lunch Box (TLB) 1. TLB will be profitable in month one due to the capital investment from founders. 2. 85% of months 1 and 2 profits will be re-invested. 3. After month 2, 25% of profits will be re-invested into business. 4. At month 4 owners will start to draw from the profits 5. TLC at month 6 will profit $10,638 not including the reinvested capital . 6. TLC at the 12 th operating month, with a YTD net profit of $35,826.00, not including the re-invested capital as seen on start up budget projections. 7. Each month the client numbers are projected to increase by 36. 8. Food costs expenses are directly affected by client base 9. 2 FTE employees will be hired to assist in day to day operations 10. Each founder will invest $2000 as startup capital. Total capital totaling $10,000 By year 2, owner salaries are expected to increase. Salaries will be determined at that time. 11. By year 3, accumulated profits are projected to be $414,770.00
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3 Year Projection 3 year profit projection
Year 1
Year 2
Year 3
Revenue
$60,960.00
$121,920.00
$182,880.00
Expenses
$25,134.00
$50,268.00
$75,402.00
Monthly Profit
$35,826.00
$71,652.00
$107,478.00
Profit to date
$235,640.00
$307,292.00
$414,770.00
XI. Marketing/Advertising Plan The Lunch Box will build loyal clientele through advertising referral marketing and customer retention. 1. Printed Marketing Materials: this includes business cards, brochures, and printed advertisements. 2. Company Website: offers customers the ability to sign up for service online, and view our products, menus and pricing. It includes the company description and contact information, as well as an e-newsletter/blog and nutrition tips. In the future, the website will be expanded to include events and virtual tours of the business. The website currently provides links to our other social media sites and has a section for comments and feedback. (http://www.thelunchboxplan.weebly.com) 3. Radio: TLB will advertise through local NY/NJ radio stations such as Z100, using advertisements, and possible guest interviews. 4. Magazines: we will advertise in magazines targeted towards p rofessional women, and health including Women’s Health, Parenting, and Working Mother. Social Media 5. Facebook Page: offering Facebook only promotions to encourage friends to share the website and keep up to date on the company. (Link: https://www.facebook.com/thelunchboxplan) 6. Follow The Lunch Box on Twitter: facilitates communicating between the company and member base, letting them know about exciting new menu items. We will also encourage customers to tweet about themselves, and share photos of their children with The Lunch Box products. (Link: https://twitter.com/TheLunchBoxPlan) (Link: https://twitter.com/TheLunchBoxPlan) 7. TLB Blog: Our own blog, which will be included in the Nutrition Blog Network (written by RD’s) – incorporated onto weebly site. 8. Mobile App: We will create an app (compatible with both Iphone and Android systems) that customers can use on the go
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Word of Mouth 9. The Lunch Box will also use word-of-mouth advertising through fellow RD’s in Bergen County, friends and family, and current customers. As an incentive, current customers who refer other customers will receive a free week of TLB service. 10. Bumper stickers for customers to put on their vehicles, advertising that they are proud consumers of TLB Bergen County Advertising Locations 11. Professional and local businesses: we will send marketing materials to local businesses to feature our services. Businesses include pediatrician groups, Bergen County libraries, and the Jewish Community Centers in Tenafly and Paramus NJ. 12. We will promote TLB with marketing materials at local gyms and fitness centers, especially facilities with child care, including all 24 hour fitness locations, The Gym in Englewood, NJ, and Hackensack UMC Fitness and a nd Wellness. Partnerships 13. TLB will purchase ingredients from local business and farmers markets. We will form partnerships with local small businesses, such as B&M Meat Market in Park Ridge, NJ and Hackensack Supply Company, which is a food and supply company in Bergen County, to promote our products and service. For example, we will work with farmers markets in Bergen County (located in Hasbrouck Heights, Paramus, Englewood and Fort Lee) to give demonstrations of our menus, which will also allow us to promote our services. Floor Plan: Please see the attached PDF file
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XII. References 1. Alice Waters “What You Need To Know About School Lunch Programs.” Retrieved from http://www.thelunchbox.org/sites/default/files/Know%20About%20School%20Lun ch_Final_Single%20Page.pdf 2. Bergen County, NJ . 2014. Retrieved from www.co.bergen.nj.us 3. Bergen County Private Schools. 2014. Retrieved from http://www.privateschoolreview.com/county_private_schools/stateid/NJ/county/34 003 4. Centers for Disease Control . “Overweight and Obesity Trends Among Adults.” 5 Aug. 2008 retrieved from www.cdc.gov 5. How to Start an LLC . 2013. Retrieved from http://howtostartanllc.com/new-jerseyfrom http://howtostartanllc.com/new-jerseyllc 6. National School Lunch Program. 5 Aug. 2008. www.fns.usda.gov/cnd/lunch. 7. The Official Web site for the State of New Jersey . 2014. Retrieved from www.nj.gov 8. Score for the Life of your Business . 2013. Retrieved from www.score.org 9. U.S. Small Business Administration . Retrieved from www.sba.gov
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