This document summarizes a business plan for a Hard Rock Cafe franchise in Ecuador. The franchise is owned by a group of five individuals and located in Quito. The plan outlines the company profile and history, goals, organizational structure, marketing research and strategies, finances, SWOT analysis, and short and long term objectives to open a new location in Guayaquil.

2. Members of the Group . Adrían Cifuentes. Mónica Gutiérrez. Mariana Jácome. Ma. Elena Mena. Andrés Parreño.

3. Company Profile . We are a franchise company. Bought in January 16 th of 2001. Andrés Parreño is the CEO. Our Headquarters are in London. Ecuador offices are located in Quito. This business is dedicated to give a special service that combines traditional American food and Rock music.

4. Background History . Hard Rock Cafe opened on June 14, 1971, in London, England. Founded by Isaac Tigrett and Peter Morton In 199 0 , The Rank Group, Plc., acquired Tigrett and Peter Morton part . Its memorabilia collection, consists of more than 60,000 pieces that goes from Jimmy Hendrix's Flying V guitar to John Lennon's handwritten lyrics.

5. Statement of purpose . To give delicious food, awesome music, a high-energy atmosphere. We will create a rock’ n’ roll experience that our customers will never forget. Our mission has two principal goals: The 1 st. is to provide people the services of classic American food and rock music. The 2 nd is to give new opportunities to all young musician bands that are starting a musical career. Mission .

6. ORGANIZATION CHART

7. Professional Profile Andrés Parreño_(General Manager): He is responsible for policy decisions and the company´s strategies. Mónica Gutíerrez_(Advertising & Marketing Manager) : She is the one that sets the marketing strategies and is the responsible for making HRCs Products attractive. (María Elena Mena_Sales Manager): She is responsible for sales in our country. (Adrían Cifuentes_Purchansing/Ventures Manager): He is responsible for the quality work and the H.R.C. business, and he is in charge of motivating and training the HRC´s employees. (Mariana Jácome_Financial Manager): She is in charge of managing the financial resources of the HRC business.

8. Logo and Slogan. Love All _Serve All

9. Customers Profile . The majority of our customers are teenagers, and adults of any sex between 15 – 50 years old. The target of our business is people fr o m middle and high social class .

10. Business Cards. GD. Andrès Parreño General Manager Av. de las Américas y Naciones Unidas Plaza de las Americas (store 23) Phone: 2337890 . Web page: www.hardrock.com.ec GD Mònica Gutièrrez Advertisement Manager Av. de las Américas y Naciones Unidas Plaza de las Americas (store 23) Phone: 2337890 . Web page: www.hardrock.com.ec

11. Business Plan . Staff : Hard Rock Café (Ecuador), works with 19 people, their activities include management and service operation. Services : The main service is bringing our customers to the rock n’ roll life through offering them live shows and a museum in every Hard Rock Café. Hard Rock Café’s products are offered in every place. Market : Customers regardless ages, sex or economic status. Marketing Strategies : Publicity on local radios Ads in local newspapers. Infrastructure : Our franchise is located in Quito at the Plaza De Las Américas store 23. This place is visited by people from all over the city.

12. Research

13. What kind of food do you like best? RESULTS IN GUAYAQUIL RESULTS IN QUITO Traditional home food Fast food Restaurant food

14. Do you like rock music? RESULTS IN QUITO RESULTS IN GUAYAQUIL YES NO

15. Would you like to listen to rock music while you enjoy your meals? RESULTS IN GUAYAQUIL RESULTS IN QUITO YES NO

16. Do you know about the International Hard Rock Cafe ? RESULTS IN GUAYAQUIL RESULTS IN QUITO YES NO

17. Will you go to a Hard Rock Café opened here in Ecuador? RESULTS IN GUAYAQUIL RESULTS IN QUITO YES NO

18. ADVERTISING CAMPAIGN OBJECTIVES: Show our future customers that we are a unique kind of restaurant here in Ecuador. Create awareness of our business mission w hich is oriented to give the opportunity to new rock bands here in Ecuador. TARGET: Our target in the city of Quito are teenagers and adults of any sex between 15 –50 years old form middle and high social class,. MEDIA: Magazines. Newspapers.

19. Magazines and Newspapers Adverts . For teenagers

20. For Adults .

21. Finance Plan

22. Expenses. WORKING CAPITAL 207,560 SHOPFITTING 10,000 FRANCHISE FEE PACKAGE 16,000 MARKET LAUNCH FEE 7,000 LEGAL AND BANK COSTS 5,000 FRANCHISE FEE 100,000

23. Incomes

24. Profits.

25. SWOT Analysis Threats.-  The only threat we consider important is that there is an economic crisis in Ecuador. This crisis could stop people from coming to our restaurant, and force them to spend on their prior needs. Opportunities.-  Is the first restaurant that provides this kind of service.  Our products is exclusive of HRC inc. This means it can not be found in other stores. Weaknesses.-  Our restaurant and the products we sell could only be bought by people that have good economic status because our prices are high. Strengths.- Excellent quality products produced in London.  P eople who work at the Hard Rock café is well trained to serve the customers and provide them any information and assistance.  Tasty food is cooked in a traditional English way.

26. Short and Long Terms Objectives . Our main goal is to serve ours customers so we will continue improving to write down our success in this business. Our marketing research also show ed us that not only people f rom Quito visit our restaurant , but p eople from all over the country, especially from Guayaquil. To open a new restaurant in Guayaquil tha t will be located at the old “Banco del Pacífico” building which is located at the Av. Victor Emilio Estrada . In addition, by selling the HRC merchandise, such as t-shirts, sweaters, etc with our logo .

27. The End