1. I Heart Healthy Living
Professor Zion
Brittany Flores

2. Top Three Market Problems
 Economic
 Depressed profits resulting from poor controls; and voluntary and
involuntary bankruptcies, involving foreclosures, takeover by
creditors, receiverships, or frozen assets for nonpayment of
receipts
 Marketing
 Deliberate strategic choice of repositioning, adapting to
changing demographics, accommodating the unrealized
demand for new services and products, market consolidation to
gain market share in selected regions, and realignment of the
product portfolio that requires selected unit closures.
 Managerial perspectives
 management or owner burnout as a result of stress arising
from operational problems
(source) http://www.econ.ucsb.edu/~tedb/Courses/Ec1F07/restaurantsfail.pdf

3. Competition
o Top 3 competitors o Weakness
 location, Finding the ideal
 Evos
location. Locations like Tampa or
 Tropical Café Pinellas might not have the best
 Chipotle spot for a business
o Target Market  Ingredients are costly depending
 Those who have a desire to eat on where they are exported from
healthier  Finding chefs in or out of the area
 Want better tasting healthy food  Hiring the right interior decorator,
 Want to feel great without feeling dealing with contractors, or other
weighed down issues that will arise with starting
the business
 This also applies to the kids menu
o Price
 meet down the middle of Chipotle
or Evos
o Advertise
 to use any means necessary just
as long as its legal

4. SWOT Chart
 Strengths  Opportunity
 Having taste tests  having great tasting, hardy,
 Surveys no grease or hormone,
healthy food with zero
 Weakness additives or replacements
 Pricing
 Threats
• knowing how much to charge
 Evos, Tropical Café, Chipotle,
 Employees
Panera, and people sticking
 Hiring chefs
with reg. fast food chains and
 keeping customers satisfied eating healthier off of their
 Ideal location menu.
 Finding an idea location in St.
Pete that will “draw” attraction

5. Start up Costs, Expenses, Assets
 Start up costs
 $1,400,000
 Start up expenses
 $132,500
 Start up Assets
 $1,379,000

6. Sales Forecast (week 4 re-due)
 The sales forecast will be based on the overall
accomplishments of what we have covered based on
advertising
 Quick totals for 3 years
 Year 1
 $129,180
 Year 2
 $125,100
 Year 3
 $120,107

7. Key Ratios (total for 3 yrs)
Liquid Ratios
Current Ratio
Total= 0.065
Quick Ratio
Total = 7.28
Asset management Ratio
Total Asset Turn Over
Total = 8.03
Marketing Ratios
Price and Sales Ratios
Total = 0.67
Levering Ratios
Debt Ratios
Total= 15.32

8. Pro forma income statement
2012 2013 2014
Sales $100,000 $130,000 $115,000
COGS $70,000 $50,000 $60,000
Taxes $15,000 $17,000 $22,000
Expenses $30,000 $40,000 $35,000
Website upkeep $117 $117 $177
logos $80 $90 $110
Total expenses $250,000 $237,207 $230,287

9. Opening Day Balance Sheet
 Total assets 3 yrs
 $1,379,000
 Total liabilities for 3 yrs
 $90,000
 Owner’s equity and total liabilities
 $150,000