Local Wine Bar Business Plan

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This report was completed during the Fall 2009 Ohio University Business Cluster. This report was made for two clients, wanting to put a wine bar in Athens, Ohio

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Local Wine Bar Business Plan

  1. 1. A Business Plan For A Local Wine Bar<br />By: Team 4k<br />Jackie Danchek, Adam DeBellis, Nick Fedak,<br />Julie Novelli, Tracey Pasha<br />Prepared For Clients<br />Renee & Jim Cook<br />Prepared For Professors:<br />Jeff Anderson, Jamie Carter, Mike Martel, Scott Wright<br />
  2. 2. Letter of Transmittal<br />(412) 913-9720<br />Jd167107@ohio.edu<br /> <br />November 6, 2009<br />Mr. and Mrs. Jim and Renee Cook<br />3150 North Sheffield <br />Chicago, IL 60657<br />  <br />Mr. and Mrs. Cook:<br /> <br />Enclosed is a copy of a “A Small Business Plan for a Local Wine Bar.” This report is a summary of our findings on the costs and benefits of opening a wine bar in Athens, Ohio. Our wine bar will be called “Put A Cork In It.” Our report has been prepared for you as well as our four professors. Funding for this report was authorized on October 15, 2009 by the Ohio University College of Business. We completed our report on schedule while meeting all of our original objectives as well as any new objectives we had been given.<br /> <br />As promised in our proposal, we have found that overall, implementing a wine bar in Athens, Ohio would be a successful business venture. We believe that our wine bar will be successful for many reasons. Most importantly, there is a very low level of competition for wine bars. Currently, there are no other businesses that offer the same products at the same level that we do. Our only other competitors would be Bella Vino wine shop as well as Stephen’s and Zoe’s fine dining restaurants. We believe that we have chosen a prime location that provides plenty of parking for your customers. While speaking with both of you it was implied that you did not wish to hire any other employee’s. After extensive research we realize that it would be difficult to run a successful business with just two people. It is important to have good customer service when running a business, and with only two employees this could be very difficult. We recommend that you hire more employees in order to succeed. Overall, we believe our benefits outweigh our costs and that Put A Cork In It will be a profitable endeavor. <br /> <br />If you have any questions and/or comments regarding the interpretation of this report please feel free to contact us at the number above. Thank you for your funding of this project and we look forward to working with you again soon.<br /> <br />Sincerely, <br />Group 4: Jaclyn Danchek, Tracey Pasha, Adam DeBellis, Nicholas Fedak, and Julianne Novelli<br /> <br /> <br /> <br /> <br /> <br />
  3. 3. Executive Summary<br />The purpose of this report is to determine the best potential opportunity for a new business venture in the Athens community. A feasibility analysis was conducted for the potential operation of a wine bar. The goal of our study was to focus on our assigned operation of a wine bar. Our analysis includes a start up plan detailing the initial and ongoing operation costs as well as marketing efforts to make this possibility a reality. The objective of this report is to understand the inputs needed to take part in this business enterprise and along with the most suitable and effective means to bring this wine bar to the local community and establish interest, knowledge, and prolong growth.<br />Industry Analysis<br />This report will begin with an industry analysis that will describe the growing popularity of wine bars in recent years. When discussing the potential for a company to enter into an industry it is vital to examine Porter’s Five Forces along with a S.W.O.T analysis to understand the barriers and potential success factors for the prospective client. This section will examine these factors to provide for a better understanding of the achievability of such a business opportunity.<br />Marketing Analysis<br />Following the industry analysis will be a breakdown of the marketing analysis for this business venture. This section will provide strong graphics that represent key trends in the wine market for the United States, Ohio, and Athens. Along with these market representations, this report will provide information relating to the proposed project’s target market, market description, and strategic opportunities. Individual promotion strategies along with a Customer Relationship Management model will also be provided.<br />Business Plan<br />The business plan section of this report will provide all the necessary information needed detailing the location, proposed wine and food menu items, and remodeling plans. The business plan will also provide the information needed for day-to-day operations including licensing, permits, personnel, and hours of operation. Along with the business plan will be a detailed list of financials including start-up costs, operating expenses, balance sheets, income statements, and forecasting.<br />Conclusion<br />The purpose of this report was to determine the potential for opening a wine bar in Athens, Ohio. The sections that have been included in this report detail all of the information that one would need to determine the possibility of this proposed business opportunity.<br />
  4. 4. Table Of Contents<br />Introduction……………………………………………………………………………..5<br />Industry Analysis………………………………………………………………………9<br /> Porter’s 5 Forces……………………………….10<br /> Competition……………………………………..12<br /> S.W.O.T Analysis………………………………..13<br />Marketing Analysis………………………………………………………………….15<br /> Market Trends………………………………….15<br /> Target Market…………………………………..20<br /> Marketing Mix………………………………….21<br /> Promotion Strategies……………………….22<br /> Customer Relationship Management.27<br />Business Plan…………………………………………………………………………28<br /> Menu……………………………………………….29<br /> Pricing Strategies……………………………..34<br /> Location…………………………………………..36<br /> Operational Plan……………………….......45<br />Financial Analysis……………………………………………………………………52<br />Conclusion……………………………………………………………………………..54 <br />References……………………………………………………………………………..55<br />Appendices…………………………………………………………………………….58<br /> <br />
  5. 5. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Introduction<br />The purpose of this report is to determine the best potential opportunity for a new business venture in the Athens community. A feasibility analysis was conducted for the potential operation of a wine bar. The goal of our study was to focus on our assigned operation of a wine bar. Our analysis includes a start up plan detailing the initial and ongoing operation costs as well as marketing efforts to make this possibility a reality. The objective of this report is to understand the inputs needed to take part in this business enterprise along with the most suitable and effective means to bring this wine bar to the local community and establish interest, knowledge, and prolong growth.<br />5<br />
  6. 6. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Proposed Company Name and Logo<br />After consulting with the clients and researching potential options, we believe the proposed name of “Put A Cork In It” is the best option. Our goal was to create a name and logo that best represents the business. <br />Our objective was to create a wine bar and restaurant that conveys a sense of a fun, welcoming, and enjoyable atmosphere. It was our job to create a modern name and logo. We believe that converting from our original idea of “Cook’s Corner” and alternate logo to the new proposed name and logo is the best way to transmit these ideas.<br />The color scheme selected demonstrates the sense of style and atmosphere wanted for the business<br />The wine man is included to portray a modern feel to the company logo. Athens is a very trendy environment and this will help the business “fit” in<br />Cursive font helps portray a sophisticated feeling to a somewhat trendy company name<br />6<br />
  7. 7. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Proposed Company Name and Logo<br />It was our train of thought that a unique name is a necessity for this particular situation. Since this proposed business will practically be the only one of its kind, it is imperative that we are able to make the business as recognizable as possible.<br />When a potential customer heard the name “Cook’s Corner” it may very well be portrayed as a place to grab a bite to eat and not represent the main focus of being a wine bar. When a potential customer hears the name “Put A Cork In It” they will immediately relate that with somewhere to enjoy a fine glass of wine, and that is what needs to be accomplished.<br />The name may come across to some as possibly having some negative connotations or some may develop skewed perceptions, but the addition of our tag line will supplement a level of class that complements the name. Wherever our name and logo appear, whether it be in an advertisement or a review, the tagline will be included to fill the need of sophistication.<br />7<br />
  8. 8. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Mission & Vision Statement <br />A new taste in town… “Put A Cork In It” is a place for the relaxed, easy going, and harmonious members of the Athens community.  We want the community to have a new favorite hangout, whether you’re relaxing with friends and colleagues or perusing a romantic evening.   “Put A Cork In It” combines wonderful style, sophistication and genuine hospitality to create a truly unique experience. We offer great small entrees, appetizers, soups and salads, and homemade desserts with the combination of well priced wines. We work with local businesses and farmers to bring you the finest most natural and best tasting products. <br />Our vision is to have a positive impact on the Athens Community while providing them with an upscale atmosphere for professors, graduate students, and other members of the community to enjoy wine and each others company.  <br />8<br />
  9. 9. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Growing Popularity Of Wine Bars<br />Wine Bars began to gain popularity in the 1990’s and have continued to prosper in recent years. By the year 2000, wine bars became very popular, specifically in metropolitan areas. Wine bars offer a relaxing environment that provides an alternative to people looking for a more sophisticated atmosphere than a typical bar scene. <br />Traditionally, wine bars strictly offered wines and small appetizers such as cheeses or desserts. However, modern wine bars have now expanded to offer larger entrées. Based on the growing industry, the opportunity for a wine bar in Athens, Ohio seems to be a successful business venture.<br />With wine tastings and buy the glass purchasing, customers are able to sample the product before they purchase a whole bottle. It offers an intimate appeal for those who are looking for a comfortable setting to spend time with friends, family or a significant other. <br />9<br />
  10. 10. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Porter’s 5 Forces Model<br />10<br />
  11. 11. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Porter’s 5 Forces Breakdown<br />11<br />
  12. 12. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Competition<br />Bella Vino<br />Location: 22 West Stimson Street <br /><ul><li>Largest Selection of Organic Wines in Southeast Ohio
  13. 13. Offers regular wine tastings
  14. 14. Offers
  15. 15. Organic & Specialty Wines
  16. 16. Beers & Spirits
  17. 17. Wine Accessories </li></ul>Stephen’s Restaurant<br />Location: 66 North Court Street<br /><ul><li>Offers a seasonal menu, with daily specials and desserts
  18. 18. Bar offers Athens largest wine list
  19. 19. Casual to Fine Dining</li></ul>Zoe’s Restaurant<br />Location: 24 1/2 East State Street<br /><ul><li>Contemporary Fine Dining</li></ul>12<br />
  20. 20. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />S.W.O.T Analysis<br />Knowledge and Experience: Since it will be owned and operated by Ohio University graduates,  they have knowledge of the community and a  good understanding of the atmosphere and people. Mr. Cook currently works in the wine industry for a wine distribution company so he is able to offer his expertise, giving him a competitive advantage over other possible competitors who may not possess the same knowledge. <br />Strengths<br />Weaknesses<br />Setting: Not your typical wine bar crowd or atmosphere: Uptown has <br />numerous existing bars geared toward college students which have much <br />more potential of being successful. Wine bars are something that have <br />been gaining popularity in metropolitan areas.  Since Athens is more of a <br />rural area it will be difficult to attract customers that wish to spend a lot of money there. <br /> <br />Location: Being located on West Union Street puts the business in one of the most trafficked areas in Athens. This location also provides lots of parking so that it is easily accessible to our customers.<br />External Forces<br />Liquor License: There is currently no available liquor licenses in Athens County. Options for achieving a license include:<br /><ul><li>Purchase an existing one from a current owner
  21. 21. Buy one from a surrounding county and transfer it over by proving it will help the local economy. </li></ul>13<br />
  22. 22. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />S.W.O.T Analysis<br />Low Competition: Put a Cork in it has the opportunity to become the number one wine establishment in the Athens area. With Zoe&apos;s and Stephen&apos;s being the only other places that offer wine and dine, our company has the chance to come into Athens and provide a greater selection of wine with a very welcoming and friendly atmosphere. We can also provide a location that will cater to the wants and needs of our target market. Professors, graduate students and older members of Athens do not have an alternative to the crowded bar scene that Court Street limits them to. We offer a more welcoming and relaxed environment compared to the  young and loud bar scene that exists on the weekends.<br />Opportunities<br />Threats<br />Undesirable Outcome: Currently there are only three threats to our particular type of establishment- Zoe&apos;s, Bella Vino and Stephen&apos;s. When our company begins operating, we feel that the threat of other similar establishments opening is very low.  There is also the threat of the profits not outweighing the start up costs for the business. We are hoping to provide a desirable atmosphere to our target market, but the possibility of not gaining a large enough customer base or  interest poses the threat of the company not being as profitable as hoped for.<br />External Forces<br />14<br />
  23. 23. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Key Market Trends <br /><ul><li>Over 304 Million gallons of wine were sold in 2007, making the U.S the largest consumer of wine in the world
  24. 24. Today, 57% of U.S Population is drinking wine, compared to 43% in 2000
  25. 25. The wine retail market was at $27.9 Billion in 2007
  26. 26. Wine consumption in Ohio has increased by 26% in the past 5 years.
  27. 27. Recent studies have shown significant health benefits from moderate consumption of red wine, it has anti-oxidants, anti-allergic, anti-histamines, and anti-viral properties
  28. 28. The age group 23 to 30 years of age are not as sophisticated about wine, as their elders generations are, and are willing to experiment with low cost wines. </li></ul>15<br />
  29. 29. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Key Market Trends <br />Wine has become increasingly popular in the United States in the last decade. The United States is now the largest consumer of wine in the world. <br />Wine has also become increasingly popular in Ohio. Ohio is ranked 9th in the country in wine consumption.<br />16<br />
  30. 30. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Key Market Trends <br />Wine has had the stereotype of being a beverage for the older crowd. Recent statistics from the 2005 Alcoholic Beverage Handbook has shown that wine has become increasingly popular with the younger crowds. People between the ages of 35-64 are most likely to consume wine at their homes. <br />Wine Is a great beverage to share with a loved one. Statistics have shown that married couples are the main consumers of wine in the United States.<br />17<br />
  31. 31. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Key Market Trends <br />Drinking wine with food has been a long tradition across the globe. The age group most likely to purchase wine at a bar or restaurant is ages 35-64<br />Going out to a restaurant with a loved one has always been a popular activity. Recent statistics from the 2005 Alcoholic Beverage Handbook have shown that the majority of people who order wine at a restaurant or bar are married.<br />18<br />
  32. 32. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Key Market Trends In Athens <br />Athens County is home to age groups mainly in 20-24 years old, 34.5%. A little over 50% of household Income are less than $25,000 a year, as previously mentioned, this could contribute to the low threat of new entrants in the wine market. <br />19<br />
  33. 33. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Target Market <br />Market Description<br />“Put A Cork In It” operates in the greater southeastern Ohio area, targeting those who are interested in wine, and/or are looking for a fresh, new social environment. The geographic area is focused on Athens county, but is not limited to other regions such as Logan, Nelsonville, Marietta, and the Hocking Hills areas. <br />Market Size<br />Athens is a historic college town in the southeastern region of Ohio. Athens is home to Ohio University and an estimated population of around 22,000. Athens has 7 adjacent counties (Clockwise starting from north) : Perry, Morgan, Washington, Wood(WV) , Meigs, Vinton, and Hocking. According to the 2000 U.S census the adjacent counties have an approximate population of 264,300.<br />Target Customers<br />The people “Put A Cork In It” mainly targets for its products and services have these characteristics:<br /><ul><li> Age Groups: 35-64 , College Graduates, Graduate Students,
  34. 34. Sex: Male and Female
  35. 35. Household Income: $35,000 +
  36. 36. Marital Status: Married Couples and Singles
  37. 37. Residence: Athens community</li></ul>Strategic Opportunities<br /><ul><li> There are currently no Wine Bars in Athens
  38. 38. Ohio University graduate students, professors, and other employees
  39. 39. The employees of local businesses: Appalachian Behavioral Healthcare, Hocking College, Diagnostic Hybrids, O'Bleness Memorial Hospital, Rocky Brands, and Wayne National Forest.</li></ul>20<br />
  40. 40. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Marketing M ix and Position<br />Our position in the market will be an entry level wine bar and bistro. It will be a comfortable and relaxing atmosphere that combines a contemporary and chic feel. We will have higher end dining at a reasonable price. <br />21<br />
  41. 41. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Promotion Strategies <br />Wine’s From Around the World<br />“Wine’s from Around the World” is a promotional strategy that will be used to keep frequent customers. Based on the 80/20 rule, we believe it is important to keep the same customers coming back. Each time a customer comes into the wine bar they have the opportunity to try a glass of wine from one of fifteen different countries selected. After completing the fifteen countries, they are offered a complimentary bottle of the wine of their choice. This will tactic will help to increase customer satisfaction and loyalty as well as a growing customer base for our business.<br />College I.D. Night<br />Come visit Put A Cork In It on the second Friday of every month and receive 20% off your total bill with proof of a valid Ohio University I.D. This promotional strategy<br />is geared toward the college students who wish to escape from Court Street for a night and enjoy a more sophisticated atmosphere at a less expensive cost than a typical night.<br />Wine tasting events<br />Customers can come and enjoy a fun evening out every first Friday of the month. By paying a set price ($50 per couple or $30 per person) you are able to receive ten different samples of new wines. This helps customers learn which wines they enjoy the most without having to buy individual glasses of them all.<br />These Ads can be used in local newspapers for more Ads to be used for promotion see Appendices A ,B, & C<br />22<br />
  42. 42. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Promotion Strategies <br />The creation of a website for “Put A Cork In It” is necessary in order to achieve capturing customers. The internet is now intertwined with how our culture lives. A website can display the necessary information about the business. <br />www.PutACorkInIt.org <br />Will Display Information Regarding:<br /><ul><li> The Location
  43. 43. The Mission Statement
  44. 44. The Food Menu
  45. 45. The Wine Menu
  46. 46. The Customer Relationship Management</li></ul>23<br />
  47. 47. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />PromotionStrategies<br />Create A Facebook Page<br /><ul><li>A Facebook Page is a public profile that enables the sharing of the business and products with over 300 Million Facebook users.
  48. 48. When fans interact with the Facebook Page, stories linking to the Page can go to their friends via News Feed. As these friends interact with the Page, News Feed keeps driving word-of-mouth to a wider circle of friends.
  49. 49. Add Events, Photos, and Promotions to the Facebook page so your fans and followers know what's going on.
  50. 50. Display key details for the business, like location, directions, and hours of operations.</li></ul>24<br />
  51. 51. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Promotion Strategies<br />Advertise on Facebook<br /><ul><li>Reach over 300 Million active Facebook users
  52. 52. Attach social actions to ads to increase relevance
  53. 53. Advertise “Put A Cork In It” Facebook page, events, or actual website
  54. 54. Can Pay Per Click
  55. 55. Track progress with real-time reporting
  56. 56. Gain market insight about who’s clicking on ad</li></ul>Example of Facebook Advertisement Success<br />Over 12 months, CM Photographics generated nearly $40,000 in revenue directly from a $600 advertising investment on Facebook. Of the Facebook users who were directed to CM Photographics’ website from the ads, 60% became qualified leads and actively expressed interest in more information. (Facebook.com)<br />25<br />
  57. 57. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Promotion Strategies <br />Put A Cork In It- Wine Bar<br />Location: 434 West Union Street<br />Services: Large wine selection, Small entrees & Appetizers, and other beverages<br />Upcoming Events: On 2nd Friday of every month college students can receive 20% off their entire bill just by showing their studentID<br />Advertisement for Athens Post<br /><ul><li>Cost for 3” by 6” Ad is $172.50
  58. 58. A student ran newspaper, primarily read by college students so we promoted our College ID nights
  59. 59. Accessible to over 23,000 including students and faculty</li></ul>Athens News Advertisement<br /><ul><li>Cost for 3” by 5” Ad is $158.00
  60. 60. Local Newspaper distributed to community members in 350 locations, so we promoted our wine tastings since the viewers of this paper are primarily older viewers.
  61. 61. Reaches 18,000 views throughout Athens County</li></ul>Put A Cork In It- Wine Bar<br />Location: 434 West Union Street<br />Services: Large wine selection, Small entrees & Appetizers, and other beverages<br />Upcoming Events: On 1st Friday of every month we have wine tastings which have tickets $30 each or $50 per couple. <br />26<br />
  62. 62. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Customer Relationship Management <br />Benefits of implementing CRM<br /><ul><li> Improved communication between owner and customer builds a relationship that makes the customer feel valued because their suggestions and comments are taken into consideration to improve customer service.
  63. 63. Customers will bring in more business by suggesting friends and family dine at the restaurant to increase business</li></ul>27<br />
  64. 64. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Introduction to Business Plan <br />Our Business Plan for Put A Cork In It was well planned and developed to assure the success of this business venture. Our plan entails:<br /><ul><li> Menu
  65. 65. Wine Selection
  66. 66. Wine Distributors
  67. 67. Pricing Strategies
  68. 68. Exterior and Interior Designs
  69. 69. Operational Plan
  70. 70. Employee Personnel & Operation Specifications</li></ul>By following our set business plan the business will be able to carry out day to day operations as well as plan for future operations. <br />28<br />
  71. 71. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Menu <br />At “Put A Cork In It” you’ll find a selection of homemade small plates. Order a couple to share with a group of friends or order a few to explore new tastes for yourself and a loved one. We pair our wonderful dishes, soups , salads, and sandwiches with wonderful tasting wines to offer an exquisite dining and social environment. Finish your experience with a taste of our wonderful gourmet desserts. <br />Cheese & Charcuterie<br />Signature Small Plates<br />Desserts<br />Soups, Sandwiches, Salads<br />29<br />
  72. 72. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Cheese & Charcuterie<br />Pick 3, 5,7 Selections<br />- Seasonal Artisanal Cheeses<br />- Charcuterie<br />Genoa Salami, Gentile Salami, Prosciutto d’Parma, Salami Toscana<br />Accompaniments <br /><ul><li>Imported Olives, Olive Tapenade, Sun-Dried Tomatoes, Peperoncinis</li></ul>Served With Freshly Baked Artisan Breads <br />Salads, Soups, Sandwiches<br />House Salad- Crisp greens, Spring mix, Hearts of Palm, Kalamata olives, Locally grown tomatoes and freshly roasted pine nuts , tossed with a citrus herb vinaigrette. <br />Cesar Salad – Romaine Lettuce , Parmesan & Asiago Cheese, Homemade Garlic Sourdough Croutons.<br />Greek Salad- Feta, Tomato, Onion, Olives, Garbanzo Beans, and Pepperoncinis with Homemade Vinaigrette.<br />Crab & Corn Chowder- A flavorful chowder with Lump Crab, Andouille Sausage, and locally grown Sweet Corn<br />Summer Tomato & Basil- Classic favorite with Garlic and locally grown Basil<br />Creamy Baked Potato Soup - Topped with Applewood Smoked Bacon, Cheddar Cheese, and Chives<br />White Asparagus- A Organic Vegetarian Soup Garnished with Homemade Garlic Sourdough Croutons<br />French Onion- Caramelized Onions simmered in our Homemade Broth topped with melted Mozzarella<br />Tortilla Soup - Cheddar Cheese, Cilantro, Chicken, Topped with Crispy Tortilla Strips<br />Chicken Club Sandwich- Grilled Chicken Breast, Applewood Smoked Bacon, Lettuce, Tomato and Stone Ground Mustard Sauce on a Freshly Baked Artisan Bread.<br />Tenderloin Steak Sandwich- Locally Braised Tenderloin prepared medium rare, served with Caramelized Onions and Blue Cheese Sauce.<br />Tuscan PLT Panini - Oven Roasted Prosciutto d’Parma, Lettuce, Tomato, and Sauce. <br />30<br />
  73. 73. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Signature Small Plates<br />Meatballs – 2 Homemade Meatballs made with Grandma’s secret recipe.<br />Tomato Mozzarella Salad – Locally grown Tomatoes, Garlic, Balsamic Vinegar, Olive Oil and Fresh Mozzarella <br />Calamari – Breaded in a Spicy Pepper Blend <br />Garlic Roasted Hummus - Homemade served with Italian Tomato Salsa and Pita Chips<br />Crab Stuffed Portobello - Roasted Portobello Mushrooms stuffed with Crab meat, Cheese, and Breadcrumbs. <br />Crab Cakes - Served with Creole Aioli and Arugula<br />Tuscan Quesadilla- Locally Grown Tomatoes ,Oregano, Basil, Roasted Garlic, Mushroom, Spinach, Three Cheese Mix, served with Marinara Sauce<br />Flatbreads- Choose From Prosciutto and Fig , Steak and Mushroom , Tomato Bruschetta<br />Desserts<br />Crème Brulee Trio - Classic, Dulce de Leche and Raspberry Vanilla <br />Carmel Pecan Turtle Cheesecake - Pecan Brownie and Caramel Swirl Cheesecake, Topped with Caramel Turtle Pecans and Chocolate.<br />Apple Cobbler- Cinnamon and Caramel Apples with a Butter Crunch topping,<br />served warm with Vanilla Bean Ice Cream<br />Chocolate Truffle Cake- Raspberry Sauce, Dark Chocolate Sauce, Sweet Cream<br />Seasonal Berries – Served with choice of fresh whipped cream, Shortcake, or Sorbet.<br />Chocolate Fondue – For 2 or 4 , Served with Fresh Fruit, Biscotti, and S’Mores.<br />Biscotti- Order of 3, White Chocolate, Almond Crunch, and Chocolate Cherry<br />31<br />
  74. 74. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Wine Selections <br />The variety of our selection of wines will be based on Mr. Cook’s knowledge of wine, our target market, and our budget. After the wine bar has been in operation for a year or two the Cook’s will be able to base their selection off of the most popular wines sold and off customer feedback. To start off with it is important for Put A Cork In It to have a wide variety of inventory. The categories for wine include:<br />Light White Wines which include<br /><ul><li>Pinot Grigios and Sauvignon Blancs </li></ul>Sweet White Wines <br /><ul><li>Most popular being Rieslings </li></ul>Blush Wines which have a lightly sweet and tart taste:<br /><ul><li>Such as White Zinfandel </li></ul>Light to Medium Red Wines which include:<br /><ul><li>Pinot Noir and Merlot </li></ul>Strong Red Wines which include:<br /><ul><li>Cabernet and Zinfandel </li></ul>Dessert Wines are lighter sparkling wines<br /><ul><li>Including champagne wines.</li></ul>32<br />
  75. 75. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Wine Selection<br />Each category of wine can be purchased from various brands offered by distributors. Various brands from each category are offered by the Glazer distribution company which operates out of Columbus, which Mr. Cook is familiar with. Another prominent distributor out of Columbus is Heidelberg, and after opening for operation more distributors will make themselves known to the wine bar to increase their business. <br />Through these distributing companies, Put A Cork In It should also offer a small selection of beers. Based on the rural setting and our target market, offering beverages which are less expensive and less sophisticated, such as beer, is important. These beers could include craft beers such as Great Lakes or Samuel Adams.<br />33<br />
  76. 76. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Pricing Strategies <br />Our pricing strategy would be based on a mark-up strategy. <br />A mark- up is defined as the amount that a seller of goods or services chargers over and above the total cost of delivering its product or service in order to make a desired profit. <br />The equation used for this is Cost x Markup + Cost = Selling price.<br />Markups must be sizable enough to cover all anticipated business expenses and reductions, such as markdowns, stock shortages, and employee and customer discounts, and still provide the business with a good profit.<br />A good markup suggestion guideline is as follows:<br /> Beer – 2 ½ to 3 Times the Cost<br /> Wine by the Glass – 3 to 4 Times the Cost<br /> Carafe Wine – 2 ½ to 3 Times the Cost<br /> Dessert Wine – 2 to 2 ½ Times the Cost<br />34<br />
  77. 77. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Pricing Strategies <br />Our pricing strategy will also be efficient and rather simple, in order for it to be easier for the employees and customers a like. When it comes to pricing it is also a good strategy to price by the quarter. Having prices ending in .00, .25, .50 and . 75 is an effective pricing strategy to keep it easier for bartenders, customers and workers to add up mentally and therefore it is more efficient.<br />Based on our primary research from the local wine shop, Bella Vino the average markup on wine is 33%. If purchasing a bottle around the desired price Mr. Cook looked to purchase, $10-$15, a $12 bottle would be $15.96 which is rounded to $16.00. The average amount of glasses per bottle is 4 so each glass in this case would cost $4 and if the customer wanted to purchase the entire bottle it would be $16. <br />35<br />
  78. 78. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location: 434 West Union Street<br />This commercial property offers a great location on West Union Street in Athens, Ohio. West Union is one of the city’s most trafficked roads and this highly-visible location offers a great spot for a business. This 2400 square foot building comes with newer heating and cooling systems, good parking, handicap accessible entrances, and bathrooms that make this property a move-in ready opportunity.<br />We believe that this location and building offer what is needed to operate a wine bar in Athens. This property is located in the most lenient type of zone which means it can easily be converted into a wine bar/restaurant. The 2400 square foot building provides the space needed to have a small kitchen and have the space for the bar area.<br />Cost: <br />$179,000<br />36<br />
  79. 79. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location Structure Layout<br />The current structure of the location is set up for an office building. This is the recommended seating arrangement for “Put A Cork In It”. We purpose adding a bar, small tables, large sharing tables, booths, and a outdoor dining deck.<br />Bar<br />40’ x 8’<br />Overhead Glass Storage<br />Under Counter Wine Storage<br />Around 15-18 Seats<br />Bathrooms<br />Male & Female<br />Sink & Toilet<br />3.5’ x 7’ <br />7 Small Tables<br />Seats 1-2 People<br />Outdoor Dining Deck <br />15’x20’<br />3 Tables<br />Lights/ Umbrellas<br />3Booths<br />Seats Between 2-4 People<br />2 Large <br />Sharing Tables<br />Seats Between 6-8 People<br />Kitchen<br />Fully Equipped<br />Storage Space<br />20’ x 17’<br />37<br />
  80. 80. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Proposed Exterior Changes<br />The exterior of this building needs a makeover. Currently, the building has a blue colored siding that needs to be changed to better fit the style of this business. This would be changed to having stone panels run the length of the building and extending up to meet the bottom of the windows. From where the stone ends and upward will be covered by white siding.<br />Estimated Cost: $5000-$6500<br />Estimated Cost: $2000<br />38<br />
  81. 81. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Proposed Exterior Changes<br />The left side of this building offers what we believe to be a great opportunity to add on a deck. There are two windows that could be knocked out and replaced with sliding glass doors. These doors will lead out on to the deck that will be approximately 15ft x 20ft. The deck will be furnished without outdoor tables and chairs along with appropriate lighting so that our customers may enjoy their experience outside if so desired.<br />4-5 tables<br />Cost: $800-$1000<br />8-10 Chairs<br />Cost: $1000-$1250<br />Deck Cost: $5000-$7000<br />Lighting Cost: 164ft of white LED rope lights- $400<br />39<br />
  82. 82. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Interior: Kitchen<br />Along with serving wine, we find it in the businesses best interest to serve food on a small scale as well. Serving food requires that we designate a part of the building for a small kitchen.<br />Total Kitchen Appliance Cost: $10,800<br /><ul><li> Dual section reach in refrigerator
  83. 83. Work station with under storage refrigeration
  84. 84. Multi-compartment sink
  85. 85. Range with burners and standard oven
  86. 86. Counter-top dual deep fryer
  87. 87. Dishwasher
  88. 88. Commercial Microwave</li></ul>40<br />
  89. 89. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Interior: Dining Room<br />The dining room area will be roughly 1,800 Square feet , consisting of a few group tables and many two to four person tables. All of the tables and chairs will be high, as well as the bar stools. The lighting will be dim, matching that of the image below. There will also be a few booths for a more comfortable and intimate setting, located perpendicular to the bar itself.<br />41<br />
  90. 90. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Interior: Proposed Floor and Wall Plans<br />The flooring will be a choice of the two hard woods listed below with a combination of one of the three paint colors. We will have a white trim along the bottom wall to add beauty and sophistication to the room. <br />Churchill Hotel Ecru<br />White Clay<br />Castle Patch<br />42<br />
  91. 91. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Interior: Dining Room Furniture<br />The dining room will consists of all high tables that have a more modern feel to them. Most of the tables will be for either two to four people which creates a more intimate setting. Also, we will have a few large tables so that people can enjoy the night with a group of friends.<br />Modern Wenge Bar Table with a middle frosted glass. $595<br />Black tall Bar Stool:<br /> IKEA $99<br />Black Double Booth<br />390.00 Each (2)<br />Black Single Booth<br />250.00 Each (2)<br />43<br />
  92. 92. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Location- Interior: Dining Room<br />We will use aesthetics to add to the intimate feel of our wine bar by using curtains and drapery throughout the venue. We will also have a candle set on each table and wall paintings so that we are able to dim the lights and create a relaxing atmosphere for our customers to come and unwind after a long day of work. <br />44<br />
  93. 93. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan: Production Methods<br />As a business operating in Athens, Ohio we believe that obtaining as much of the food products as possible from the Athens Farmers Market is a great way to help the local economy, while providing the restaurant with fresh, delicious ingredients.<br />The value of knowing where our food comes from is of great importance to us as well as our consumers.<br />Using the Athens Farmers Market as the main supplier of our food and ingredients allows for support of the local community, and a great way to integrate the company throughout Athens.<br />45<br />
  94. 94. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan<br />Location: <br />434 West Union Street <br />Athens, Ohio 45701<br />Location: <br />The site that we have chosen for this location provides an existing building. The building that is in place has been used in the past as an office building, but still holds what we believe is necessary to convert it into a wine bar.<br />Needs for the Location:<br /> Since the building was last used as an office building, there is definite remodeling that needs to be done:<br /><ul><li>Knock out dividing walls inside the building
  95. 95. Add wall needed to divide the kitchen from the bar area
  96. 96. Provide proper equipment and structures to operate a functional kitchen
  97. 97. Purchase all of the furniture and amenities for a proper bar area
  98. 98. Install desired flooring and lighting through out the building
  99. 99. Make recommended changes to the external siding of the building
  100. 100. Add on a deck to the side of the building and acquire the proper furniture and lighting
  101. 101. Acquire proper licensing and zoning regulations to be converted into a wine bar</li></ul>46<br />
  102. 102. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan: Legal Environment<br />47<br />
  103. 103. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan<br />Zoning:<br /> The zone that our potential business site is located in is specified as a B-3 zone. This type of zone is the most lenient, and allows for almost any type of business.<br />Permit:<br /> To officially change the site from an office building to a wine bar, the owners need to obtain a “Use Permit” through the Ohio Code Enforcement that will allow for the transformation.<br />48<br />
  104. 104. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan: Personnel<br />Mr. and Mrs. Cook want to be the sole owners and operators of “Put A Cork In It” wine bar. They will be responsible for all aspects that are involved in the operation of a small business including:<br /><ul><li>Managing the company’s finances and operations
  105. 105. Ordering and keeping track of inventory
  106. 106. Cooking, bartending, and serving
  107. 107. Function as the only employees of their business</li></ul>49<br />
  108. 108. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan: Personnel Recommendation<br />To ensure the success of this business along with high customer satisfaction, having just two employees is not a viable option. With a functioning kitchen, bar, numerous tables, and an outdoor deck area there is a definite need to hire at least two more employees to help with the operation of this business. These employees can be paid normal waiter/waitress wages plus tips, and provide a great benefit to the overall effectiveness of business operations.<br />50<br />
  109. 109. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Operational Plan: Hours of Operation and Seasonal Operation<br />51<br />
  110. 110. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Financial Analysis<br />Our Financial Analysis Includes:<br /><ul><li> Start-Up Expenses…………………………………………………………… See Appendix D
  111. 111. Balance Sheets (Opening Day to Year 3)…………………………… See Appendix E
  112. 112. Sales Forecast (12 Month)………………………………………………… See Appendix F
  113. 113. Income Statement/ Profit-Loss Projection (3 Years)…………. See Appendix G
  114. 114. Break Even Analysis………………………………………………………….. See Appendix H
  115. 115. Loan Amortization……………………………………………………………. See Appendix I</li></ul>52<br />
  116. 116. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Financial Analysis<br />The financials are based off a $500,000 loan with an interest rate of 6.5% and a down payment of $50,000.<br />Start-Up Expenses: $265,850<br />Sales Forecast: <br />Projected 1st Year Sales: $216,000<br />Projected 2nd Year Sales: $226,800 (Increase of 5%)<br />Projected 3rd Year Sales: $244,944 (Increase of 8%)<br />Break-Even Sales Level = $121,346<br />3 Green Months= Busiest Sales Months<br />5 Black Months = Moderate Sales Months<br />4 Red Months = Slow Sales Months<br />Busiest Sales: ($27,200 per Month)<br />80 Glasses A Day @ Avg $ of 6.00 <br />20 Bottles A Day @ Avg $ of 20.00<br />40 Plates A Day @ Avg $ of 12.00<br />Moderate Sales:($19,200 per Month)<br />60 Glasses A Day @ Avg $ of 6.00 <br />12 Bottles A Day @ Avg $ of 20.00<br />30 Plates A Day @ Avg $ of 12.00<br />Slow Sales:($9,600 per Month)<br />30 Glasses A Day @ Avg $ of 6.00 <br />6 Bottles A Day @ Avg $ of 20.00<br />15 Plates A Day @ Avg $ of 12.00<br />53<br />
  117. 117. Enjoyable Atmosphere, Excellent Food, Exquisite Wine…<br /> …Bring Them All Together<br />Introduction<br />Industry Analysis<br />Business Plan<br />Financials<br />Marketing Analysis<br />Conclusion<br />Conclusion<br />The purpose of this report was to determine the best potential opportunity for a new business venture it the Athens community. A feasibility analysis was conducted for the potential operation of a wine bar. After extensive research and planning we provided an industry analysis, marketing analysis, business plan, and projected financial statements for our clients to examine. <br />It is our recommendation to the client that if the information provided in this report caters to their wants and needs, that they take the appropriate actions to make this possibility a reality.<br />54<br />
  118. 118. References<br />Athens County Auditor. 2007. “Data for Parcel A027270000900”. Retrieved from &lt;http://www.athenscountyauditor.org/Data.aspx?ParcelID=A027270000900&gt;.<br />Athens County Visitors Guide. Media Brite. Web. 11 Nov. 2009. Retrieved from &lt;http://www.athensohio.com/whattodo/index.php?page=32&item=16&gt;.<br />Athens Farmers Market. Web. 11 Nov. 2009. Retrieved from &lt;http://www.athensfarmersmarket.org/&gt;. <br /> <br />Athens Ohio Real Estate. 2009. “434 West Union Street, Athens”. Retrieved from &lt;http://www.athensohiorealestate.com/iview.php?pID=12460&gt;<br />Bella Vino Wine Shop. 2009. Web. 11 Nov. 2009. Retrieved from &lt;http://www.bellavinoathens.com/&gt;.<br /> <br />Chamberlain, Russel. Telephone Interview. 2 November 2009.<br /> <br />Cheers On-Premise Handbook,2009. Cheers OnTrac Bar Managers<br /> <br />Controlling liquor, wine & beverage costs. Google Books. 11 Nov. 2009<br />Retrieved from &lt;http://books.google.com/books?id=JBQhwX-zfDoC&&gt;.<br /> <br />Cost Helper. 2009. “Cost of a Deck”. Retrieved from &lt;http://www.costhelper.com/cost/home-garden/deck.html&gt; <br /> <br />Department of Commerce. 2009. “Division of Liquor Control”. Retrieved from &lt;http://www.com.ohio.gov/liqr/permitclasses.aspx&gt; <br /> <br />Exterior Portfolio.Web. 11 Nov. 2009. Retrieved from &lt;http://www.exteriorportfolio.com/EP/Dream/Visualizer/index.aspx&gt;<br /> <br />Facebook Home. Web. 11 Nov. 2009. Retrieved from &lt;www.facebook.com&gt;. <br /> <br />Faux Panels. 2009. “Carlton Cobblestone Faux Panels”. Retrieved from &lt;http://www.fauxpanels.com/carlton-stone/styles-cobblestone.php?color=91&gt;<br /> <br />55<br />
  119. 119. References<br />Glazer’FamilyCompanies. 11 Nov. 2009. Retrieved from &lt;http://www.glazers.com/Glazers/contentController.nonsecure?contentMenu&gt;. <br /> <br />Heidelburg Distributing Company. 11 Nov. 2009. Retrieved from &lt; http://www.heidelbergdistributing.com/&gt;.<br /> <br />Ikea Home. Inner Ikea System. Web. 11 Nov. 2009. Retrieved from &lt;http://www.ikea.com/us/en/&gt;. <br /> <br />Katom Restaurant Supply. 2009. “Restaurant Equipment”. Retrieved from <br />&lt;http://www.katom.com/restaurant-equipment.html&gt;<br /> <br />Margin or Markup? Wine & Liquor Pricing Strategies. 11 Nov. 2009. Retrieved from <br />&lt;http://www.dribbleworld.com/dribblethoughts/margin-or-markup-liquor-pricing-strategies/&gt;.<br /> <br />New Strategist Editors. Whose Buying. 4th ed. Ithica: New Strategist. Print. <br /> <br />Old House Web. 2008. “Estimated Remodeling and Repair Costs”. Retrieved from &lt;http://www.oldhouseweb.com/how-to-advice/estimated-remodeling-and-repair-costs.shtml&gt; <br /> <br />Professional’s Source. 2009. “JBL Wall Mount System”. Retrieved from &lt;http://www.bhphotovideo.com/bnh/controller/home?O=&&gt;<br />Quick MBA. Strategic Management, 2007. Web. 10 Nov. 2009. Retrieved from &lt;http://www.quickmba.com/strategy/porter.shtml&gt;.<br />Quick MBA. Strategic Management, 2007. Web. 11 Nov. 2009. Retrieved from &lt;http://www.quickmba.com/strategy/swot/&gt;. <br /> <br />Selling Wine: Most People Don&apos;t Prefer Wine in the Bottle, They Prefer It in a Glass. Restaurant Owner. 11 Nov. 2009. Retrieved from &lt;http://www.restaurantowner.com/public/381.cfm&gt;.<br /> <br />The Athens News. 2009. “Athens News Advertising Consultants. Retrieved from &lt;http://www.athensnews.com/&gt;.<br /> <br />56<br />
  120. 120. References<br />The Post. 2009. Retrieved from &lt; http://www.thepost.ohiou.edu/&gt;.<br /> <br />US Census Bureau. U.S. Department of Commerce. Web. 11 Nov. 2009. Retrieved from &lt;http://www.census.gov/&gt;. <br /> <br />Wicks and Sticks Home Page. Web. 11 Nov. 2009. Retrieved from &lt;http://wicksandsticks.org/&gt;. <br /> <br />Wine and Spirits Industry Marketing Handbook, 2004. Adams Beverage Group. Print.<br /> <br />Zoe&apos;s Restaurant. Web. 11 Nov. 2009. Retrieved from &lt;http://www.zoefinedining.com/&gt;.<br />57<br />
  121. 121. Appendix A - College ID Night<br />58<br />
  122. 122. Appendix B – Wines Around the World<br />59<br />
  123. 123. Appendix C – Wine Tasting Event<br />60<br />
  124. 124. Appendix D – Startup Expenses<br />61<br />
  125. 125. Appendix E – Balance Sheets<br />62<br />
  126. 126. Appendix F – Sales Forecast<br />Green Months= Busiest Sales Months<br />Black Months = Moderate Sales Months<br />Red Months = Slow Sales Months<br />Busiest Sales: ($27,200 per Month)<br />80 Glasses A Day @ Avg $ of 6.00 <br />20 Bottles A Day @ Avg $ of 20.00<br />40 Plates A Day @ Avg $ of 12.00<br />Moderate Sales:($19,200 per Month)<br />60 Glasses A Day @ Avg $ of 6.00 <br />12 Bottles A Day @ Avg $ of 20.00<br />30 Plates A Day @ Avg $ of 12.00<br />Slow Sales:($9,600 per Month)<br />30 Glasses A Day @ Avg $ of 6.00 <br />6 Bottles A Day @ Avg $ of 20.00<br />15 Plates A Day @ Avg $ of 12.00<br />63<br />
  127. 127. Appendix G – Income Statements<br />We predict that sales will increase by 5% from Fiscal Year 1 to Year 2. We also predict a increase of 8% from Year 2 to Year 3.<br />We predict increases in the following operating expenses:<br />Payroll- <br />The addition of one employee each year stopping at Year 5.<br />Wage $3.65, Hours A Week =30<br />Advertising- <br />With the growing popularity we will expect the additions of $500 a year in advertising expenses<br />64<br />
  128. 128. Appendix H – Breakeven Analysis<br />65<br />
  129. 129. Appendix I – Loan Amortization<br />66<br />

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