About Kevin Good Food Catering Company– Tampa, FL Background in finance, sales and hospitality Started Company from scratch in 2008 Quickly became known as an upscale caterer Rapid growth was due to grass-roots sales & marketing techniques Focused on events, weddings and parties Started as a small caterer doing small parties Now we are a small caterer doing large events
Why Are We Here Today? The “right way” to start a company from scratch How to quickly establish your company as a market leader Keys to starting and surviving Keys that are going to make you successful in your business
Rules of Catering Number 1 Rule of Catering… anyone know it?
Rules of Catering Number 2 Rule of Catering… Always Have a Plan!
Your PlanMake Some Plans Business PlanMarketing Plan Sales Plan
Business Planning Your VisionWhat kind of company do you want to be? How large / small do you want to be? What is your specialty or niche?
Business Planning Your Vision If you want to BE successful,then you need to EMULATE the successful
Business Planning Establish Your Identity Make it Unique- Differentiate Yourself – Service, Food, Style, Presentation - You will not compete successfully on Price! - Offer a VALUE - What is your value proposition?
Traditional Marketing Cons -Expensive - Time Consuming - - Tough to measure the ROI
“Creative” Marketing Pros Inxpensive - One-on-One (it’s personal) - VERY targeted Cons It takes effort! (if it were easy, everyone would do it)
Primary Marketing Tools Consistent Brand & Logo Professional Web Site – Get it done right! Professional Photography Media Exposure Social Media (FB, Twitter, Instagram) Networking (NACE, ABC, etc.)
Marketing – Your Website Pay to get it done professionally! *** First Impressions Count! ***
Marketing – Your Logo Your Logo – Your Image! Spend the Money Hire a graphic designerLook Successful (don’t look “new”) Doesn’t have to be expensive It should reflect your business
Marketing: Get Published! Wedding Blogs BizBash Style Me Pretty Catersource Show it off!
Marketing: Establish Credibility Do a photo shoot Planners and Photographers LOVE doing photo shoots They utilize these shoots for marketing They may want to integrate the food, or just be fed!Make it clear to the organizers what you want to get out of the shoot Get free press and free professional photography
Marketing: Credibility“Day of the Dead” Shoot-from 2010
SalesSales will be the lifeblood of your business. Make it a priority. As Mike Roman says, “if you don’t sell it, you can’t cook it”
SalesMarketing: The machine that brings them in the door.Sales: Gets your client to write the check!
Kevin’s 7 – Keys To Success 1. Make a plan and stick to it (but be prepared to adapt and overcome) 2. Decide who you want to be and spend your time being it – you can’t be everything to everyone3. Focus your time on sales, relationship management and getting future business (or you will be OUT of business)4. Don’t give anything away for free unless you will benefit (unless you plan to be a non-profit) 5. Make prudent financial decisions 6. Do what you do best, and hire the rest 7. If it were easy, everyone would do it!
Make the Most of Your Time Today Before you leave today – jot down your favorite idea On The Plane Ride Home – Revamp Your Plan
Questions?Kevin Lacassin – Good Food Catering Company Tampa, FL Contact me – email@example.com Now Go Make Some Money!
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