Artemis Contemporary Greek Bistro, LLC will serve a triune purpose by providing family, intimate, and patio dining, serving authentic Greek foods at reasonable prices.
This will be vegetarians, vegans, and other health conscience people who are tired of the regular fast food options and is looking for healthier options at reasonable prices.
In the Park Cities area the restaurant will be located on or around Lemmon Ave. The Park Cities market is filled with competitors of exactly 4,830 restaurants ranging from Greek cafés, family buffets fast food restaurants and coffee houses.
Assuming that 28% of the total of the household pop. in Dallas county (797,227) dine out 4 times a week.Assuming that each customer pays at least $32.17 per meal.Assuming that we can capture at least 25% of the market share.
3 in 4 adults say they are trying to eat healthier now at restaurants. 72 Percent of adults who said they are morelikely to visit a restaurant that offers locally producedfood items. 52 Percent of adults who said they would belikely to utilize an electronic payment system attheir table if it was offered by a full servicerestaurant.
Artemis will add value to its restaurant by offering exceptional valet service, exceptional service quality (from supervisors, hosts, and waiters), exceptional food quality,exceptional beverage qualityexceptional atmosphereproviding exceptional entertainment. This will be achieved by becoming customer focused while maintaining quality ,working together as a team, and being
Private Sale – As mentioned earlier, at the end of third year Artemis will have a positive cash flow in excess of $200,000. At the same time high initial debt is reduced, gross profit is increasing, and a market share has been established. The owner’s at this future time may not be interested in considering expansion and look for potential buyers.Merge- If Artemis has the opportunity to merge with an existing company that offers Greek foods then this would be an alternate option with the owner possibly staying on as a advisor.Let it run dry – In the years before we plan to exit, we can increase our personal salary and pay ourselves bonuses. We will settle any remaining debt, and then we will close the doors of our business and liquidate any remaining assets.
Artemis Greek Restaruant Final
Texas Woman’s University Applied Business Environment Business 5893-50 ArtemisContemporary Greek Cuisine ARTEMIS CONTEMPORARY GREEK CUISINE
Executive Management Team Sharla Rose Sommer SmithDirector of Accounting Assistant Chef Lesley Ouyo Director of Marketing
Executive Management Team Erika Caldwell Omolade Lawal-SolarinDirector of Finance Restaurant Supervisor Andrea McCullough Executive Chef
Executive Summary The new start-up enterprise is called: “Artemis ContemporaryGreek Bistro”, LLC. The restaurant will be located in Park Cities areanear Lemmon Avenue. The name “Artemis” was one of the most widelyhonored of the Ancient Greek Goddess deities. This is the concept thatArtemis will operate by. 4
Problem Being Solved Artemis will serve authentic Greek foods using only low fat lowcholesterol oils. The fruits and vegetables are locally grown while themeats are from a safe, healthy, natural and nutritious grass-fed animals. Artemis takes pride in cooking the right meals and is a greatalternative to fast foods choices. It satisfies the need of health consciencecustomers looking for healthy alternatives. 6
TOWS Analysis – High Level STRENGTHS ST STRATEGIES1. Serving authentic Greek Cuisine 1. Provide an alternative menu for vegans, vegetarians.2. Serving healthy alternatives 2. Negotiate with local markets to get fresh produce3. Prices are lower than competitors 3. Keep our margin costs down so we can offer competitive4. Service is new to the area prices WEAKNESSES WT STRATEGIES1. Restaurant is new and not established 1. Increase public knowledge of restaurant on tweeter, face2. Training new staff and chefs book, and other social media3. Offer a menu that is already available on the market 2. Create an effective training strategy4. Limited funds available OPPORTUNITIES SO STRATEGIES1. Smart phone app payment system 1. Set-up phone app payment system2. Offer home delivery 2. Offer discount rates to business dinners3. No other famous Greek restaurant in the area 3. Having weekly coupons in newspaper4. Room for expansion THREATS WO STRATEGIES1. Increase in food/alcohol prices 1. Build strong relationship with vendors2. Existing competitor can lower price 2. Set-up home delivery3. Better advertising from competitors4. Down turn in economy affecting the ability to eat out as much 12
Projected Results of Operations Erika Caldwell 13
Projected Results of Operations Key Performance Indicator -UNAUDITED NON-GAAP ( in Thousands of Dollars) Year Year 1 Year 2 Year 3 Year 4 Year 5 $1,211,088 $1,279,204 $1,341,260 $1,406,670 Revenue $707,012 $398,407 $406,976 $415,276 $423,597 COGS $371,416 $812,681 $872,228 $925,984 $983,073 Gross Margin $335,596 $32,173 $309,405 $626,035 $984,241 Cash Balance (233,193)Net Income (after taxes) ($105,125) $250,357 $263,096 $303,689 $346,357Number of Employees 30 30 31 31 31Revenue Per Employee $35,351 $60,554 $63,960 $67,063 $117,223Expenses Per Employee $27,549 $27,254 $28,974 $29,189 $29,424 Gross Margin %47 67% 68% 69% 70% Debt Ratio 195% 58% 31% 19% 15% Current Ratio N/A 1:1 7:1 13:1 20:1 Return on Assets -96% 72% 44% Source: www.restaurant.org 34% 29%14
Sources and Uses of Funds Use of FundsTotal Start-Up Expenses $117,549Total Start-Up Assets $193,900Total Required Start-Up Costs $311,449SBA Loan $200,000Owners Investment $111,449Total Required Start-Up Funding $311,449 15
End of Year 5 Estimated Enterprise As owners, knowing the estimated value of the business isimportant regardless of what the company’s future business plansare. Whether the owners are contemplating selling the restaurant ornot. Knowing the value of Artemis is important for a variety ofsituations including: Financing, partnership dissolution, maritalchanges, insurance settlements, and death of owner. At the end of the fifth year, the forecast for Artemis worthwill be approximately $2.1M. (Estimated 5th Year Net Income$346,357 discounted at a 10% NPV (x.62) and then a 10X P/Emultiplier is applied). 16
Exit Strategy Let it run dry MergePrivate Sale 18
Summary Artemis Contemporary Bistro is a Limited Liability Companythat is operated by several owners. These owners have the knowledgeand background experience to not only be successful restaurant ownersbut able to endure the many challenges that comes with operating a newbusiness. Artemis will be designed to create a Roman Greek experienceso that customers can enjoy while providing fresh and appetizing foodsthat are healthy and reasonably priced. The many customers that Artemisintends to capture will not only enjoy the many fine delicacies butbecome apart of the Artemis family of Bistros that will endure for yearsto come. 19
References• Park Cities. (2008). Retrieved 07 16, 2012, from http://www.dallasrelo.com/parkcities.html• City data.com. (2010). Retrieved 07 16, 2012, from highland park, Texas: http://www.city-data.com/city/Highland-Park-Texas.html• Sperlings best places. (2011). Retrieved 07 16, 2012, from People in highland park: http://www.bestplaces.net/people/city/texas/highland_park• DFW.com. (2012). Retrieved 07 11, 2012, from Texans dine out more than any other state, survey says: http://www.dfw.com/2012/03/08/589114/texans-dine-out-more-than- any.html• National Restaurant Association. (2012). Retrieved 07 11, 2012, from Trends & Forecasts: http://www.restaurant.org/research/forecast/• United States Census Bureau. (2012). Retrieved 07 11, 2012, from Monthly & Annual Retail Sales: http://www.census.gov/retail/ 21
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