Business Plan

GenWine

It’s
Wine
Time
–Sip,
Savor
and
Enjoy
the

Flavor!

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Executive Summary
GenWine is looking to establish its first location in Peninsula Town Center in Hampton,
Virginia. Our goal is to provide our customers with a modern and sophisticated twist to the
casual environment of a wine lounge. Customers will be able purchase wines by the glass, or
bottle if they prefer as well as the options to taste new unique wines.
We are looking to capitalize on an untapped market within the booming wine industry.
The untapped market we are speaking of is the Millennial Generation which consists of those
born between the early 1980’s and the early 1990’s. This segment of the population is largely
ignored by the wine industry despite being the largest generation in history as well as being a
large emerging market for the wine industry.
GenWine’s location will assist us in penetrating the Millennial market as 25% of
Peninsula Town Center’s population is made up of Millennials’. This large percentage of people
in the younger demographic combined with the popularity of the town center should combine to
bring in a healthy amount of customers.
To assist in our efforts to bring in customers we will implement a detailed marketing plan
that includes advertisement, sales promotions, and public relations. Our advertising efforts will
include utilizing traditional forms such as flyers and billboards, as well as new media forms such
as social media. These tools will help us to reach out to our target market and increase brand
awareness among consumers in the area.
Once customers’ get to our store they are sure to be amazed at our wide variety of wines
at affordable prices. We will provide 12 different types of wine split into the categories of red,
white, rose, and tropical and citrus flavors. On top of providing wine, GenWine will also provide
a selection of appetizers to enjoy with the wine. These products will be prices using a cost-plus
pricing system where the wine is marked up at a fixed 70% markup and the food will be marked
up at a fixed 30% markup. This will allow our company to cover costs while still keeping the
wine at affordable and competitive prices.
By our fifth year of operation, GenWine hopes to have established our brand and have the
ability to extend our product line. We will proceed to strengthen our business by incorporating
our own wine line, become more tech savvy, and increase our employees so that we can lessen
the burden on upper and middle management as well as increase the efficiency of operations.

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Industry and Market Analysis
Industry Overview
GenWine, as can be deduced by the name, is a part of the wine industry. According to
wineinstitute.org, the United States is the largest consumer of wine in the world since 2010 and it
is still growing. Wine sales have been growing at a rate of 2% to 3% per year in the US market
for the past 21 years. Also, in 2014 the US wine industry’s sales growth was 8.22 percent. The
wine industry is a large industry illustrated by the fact that the total retail value of wine sales in
the US was about $36.3 billion. In Virginia specifically, wine sales have gone up $79.4 million
since 2007. In the wine industry, the market structure is a monopolistic competition which means
that many producers are selling products that are similar but are differentiated from one another.
This market structure makes it imperative that we stand out and offer unique products and
services in order to attract new customers. Some of the “big players” in our sector of the wine
industry that we will be competing with are Bar Catinetta, Terroir, Bar Bambino, and Cork Wine
Bar. Being in the wine industry includes a strict set of government regulations regarding the
selling of alcoholic beverages. This includes following the rules set out by the Virginia
Department of Alcoholic Beverage Control and federal regulations in relation to alcohol that
forbids those under the age of 21 to consume alcoholic beverages. These regulations include
obtaining a license in order to legally sell alcohol. In addition, we will have follow regulations
regarding the hiring of our employees. Our employees must be at least 21 years of age in order to
serve alcohol due to Virginia regulations on the minimum age to serve alcohol. Also, we will
need to closely adhere to Virginia’s food and health regulations set forth by the Virginia
Department of Health.
Top Competitors
In the Hampton Roads area, there are a variety of restaurants and bars that are popular
among consumers in the area. The location of GenWine is in Peninsula Town Center which is
one of the most popular spots for restaurants and bars in the Hampton Roads area. This illustrates
the fact that we will be facing a significant amount of competition, especially in the direct
vicinity of our business. We have researched the competitors in the surrounding area and
determined three competitors which are the biggest threats to our business. The three top
competitors in the area are The Green Turtle, Bar Louie, and Lubo Wine Tasting Room. The

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Green Turtle is a 7000 square foot sports bar located at 3610 Von Schilling Drive, Hampton, VA
2366 which provides American food with prices from $4.99 to $14.99 and a variety of beer
brews as well as other forms of alcohol for expensive prices. Bar Louie is a 7000 square foot
urban bar located at 3530 Von Schilling Drive, Hampton, VA 23666 which provides American
food, martinis, and microbrews, as well as glasses of wine starting at $7.50. Lubo Wine Tasting
Room is a 5000 square foot casual wine bar located at 1658 Pleasure House Road, Virginia
Beach, VA 23455 which provides appetizers with prices from $10.95 to $16.95, glasses of wine,
and bottles of wine ranging in price from $19 to $120.
Market Analysis
GenWine is entering into the wine industry at just the right time for a variety of reasons.
The wine industry right now is lacking companies that cater to a large, untapped market of
potential consumers, Millennials. Being in an area that services a large millennial population,
there is a need for a place that allows people to socialize and relax. Like stated before, the
Hampton Roads area offers many nightlife opportunities, but none like GenWine. GenWine
allows young adults to relax in a sophisticated lounge with a glass of wine without going to a
noisy bar or restaurant. Using results from our survey, we have noticed that many younger
people enjoy wine just as much as older generations. Most of those who took our survey are
within our target age range as well, 21 to 25. We have also come to the conclusion that younger
people tend to go out once a week, or at least once a month to drink. According to research, those
born within the Generation Y era, pick wine over any other alcoholic beverage because of its
taste. In addition, Millennials are the ones who have been driving up the wine consumption rate,
and as much as 28% of those between 21 and 26 drink wine daily. Also, as stated before the wine
industry is growing and getting into this industry now would present a great opportunity. A
variety of strengths, weaknesses, opportunities, and threats are outlined in our SWOT Analysis in
Appendix A.

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Vision and Mission
Vision and Mission
Our mission is to attract customers with not only our exotic wines and delectable
appetizers but also with an atmosphere that is both cool and relaxing. GenWine takes bar
outings and wine tastings to a whole new level with a unique spin that has never been seen
before. We are introducing a place where Millennials can stop in to enjoy a taste, a glass or
bottle of unique tasting wine which will be sure to keep them wanting to come back for more.
We are not a full service restaurant but we will be offering appetizers such as a variety of cheese,
crackers, and meats as well as fruit entrees and more. Customers are encouraged to stay and
enjoy the fun atmosphere but can also stop in to simply buy a bottle of their liking to take home
with them. With a modern twist on wine tasting and retail we know that we are going to be the
next big thing in the wine industry.
Five-Year Strategy
In order for GenWine to be successful in the wine industry, we plan on tracking the wine
trends so that we can continue to stay relevant and on top of the market as well as sufficiently
meeting the wants and needs of our customers. We understand the challenges that come with
having a small business so we are aware of the work that needs to be put into GenWine as the
years’ progress. We believe our ability to keep our atmosphere modern and fresh will help us to
avoid becoming an outdated business that no longer has anything new to offer our customers. To
keep customers interested we will provide them with occasional discounts and new exotic wines
to try. As a wine lounge and retailer we take our customers input very seriously because without
them we would have no business, which is why we plan to adjust our inventory based on
customer’s likes and dislikes. Our five year plan can be seen in Appendix B which illustrates
specific strategies and new projects that we will be introducing to keep our brand alive and our
customers coming back for more.
First-Year Objectives
We can’t stress it enough; we want to be number one in the wine industry. For a business
to thrive it’s important that it’s foundation is solid, which is why throughout the first year of
GenWine our objectives will focus on paying close attention to components that need to be

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worked on in order to strengthen the business overall. In the human resources department, we
want to make sure that we are hiring employees that meet GenWine standards and are
exemplifying the values of our company. This will be determined through performance
evaluations of employees that will let us know which staff to keep as well as give us a better
picture of what a GenWine employee should be like. Within our first year we also want to be
able to determine whether we need to increase or decrease our staff. Another key to our first
year will be working with the production and sales department to observe when large orders
appear to occur and when there will be slow times. This way in the coming years we will be
prepared with the right amount of inventory. The overall objective in the first year will be to
find out where we can reduce some of our expenses while finding new ways to increase our
revenue. During our first year and even in our years to come, we plan on keeping a close eye on
each part of our business to ensure it is getting the attention it needs, so we can continue
delivering the best service and prices that we possibly can.

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Company Overview
Company Name
Our company, GenWine is a local wine lounge focused on providing a fun but mature,
casual atmosphere for wine-drinkers of all levels whether you are a casual wine drinker or a wine
connoisseur. Our company name is a play on words, the first part of our name comes from our
target audience, Generation Y. The second part of our name is based on our main product, wine.
We believe our store will be the perfect place for millennials to come and relax when they need a
break during the day or want to socialize at night. By utilizing our modern, casual environment
we will draw the crowd to our establishment while our products and atmosphere will persuade
individuals to come back.
Location
GenWine will be located at 4410 E Claiborne Square, Hampton, VA 23666 in Peninsula
Town Center. We believe this location is best suited for us because of the local demographic.
The mall garners a significant consumer base which we think we can tap into and gain a large
audience for GenWine. The main audience for that area is between the ages of 18-35, very
similar to the target demographic for our own business. Malls are typically very busy and
stressful places for individuals so the shoppers will be able stop in to GenWine to relax and grab
a drink. We have implemented many incentive-based programs to get our customers to come
back so we believe that the mall atmosphere combined with our strategies will create a
substantial customer-base for our business.
Form of Ownership/Business Type
GenWine is a limited liability company (LLC). GenWine will have 5 owners fully
involved with the daily operations of the company and we believe this form of ownership will
allow us to succeed. We believe this form of ownership is most efficient for our company
because it allows the company to be separate from the owners. If an extraneous situation were to
happen and the company were to take on a lot of debt, then the owners would not be liable for
the debt as the company is an entirely separate entity. We will also have more flexibility in tax
treatments, allowing us to be taxed as either a corporation or partnership. We will be

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implementing an autocratic leadership style, the CEO will make the final decision in all
situations although feedback will be taken from all of the managers in their respective
departments. We will try to take steps towards being environmentally friendly. We will be
showcasing weekly specials which will feature wines from local vineyards and will be featuring
organic wines on a rotating basis
Work Environment
We are an equal-opportunity employer and we plan on utilizing our management
structure to ensure a fully-operating, efficient business. All employees are expected to report to
their respective department manager and then that manager can report to any important
information or issues to their boss, the Chief Executive Officer. This format allows for our
employees to only have one person to report and limits the amount of confusion when knowing
who to report to or who to discuss situations with. Although we will be selling alcohol, we
believe that that ethical and social responsibility is really important. All of our employees will be
trained on how much alcohol each individual can have and when someone should be cut off to
avoid drunken disputes or guests becoming sick. Our commitment to ethical responsibility is
outlined in our Code of Ethics which can be found in Appendix C.

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Product/Service
Product/Service
Opening day, GenWine will start off with 480 bottles of wine containing 12 different
varieties as seen in the list above. The weeks following the grand opening GenWine will order
288 bottles from various distributors through Global Wine & Spirits each week to restock. Also,
in storage there will be enough food to serve 100 of each appetizer each week. The appetizers
will be sold alongside the unique flavors of wine that will pique our customers’ curiosity.
Millennials are the largest generation in US history and make up more than 20% of Peninsula
Town Center’s population, which represents a great opportunity for GenWine to gain the interest
of our target market. The Millennial generation is also showing an increased interest in wine
compared to other generations as well as showing an interest to discover and try new wines. As
many as 85% of Millennials purchase brands that are unique and unfamiliar to them.
The knowledge that we have acquired about the Millennial generation has provided us
with a competitive edge. From experience and research we know that Millennials are always
looking for and interested in the newest of innovations, which is why we know that GenWine is
going to be a great success. Wineries are well known but they can be seen as too formal and too
traditional to the millennial audience. This is why GenWine has decided to give Millennials
what they want, a new wine experience. Providing a casual and relaxing spot for customers to
come and enjoy exotic flavors of wine with their friends is exactly what our target market has
been craving. Millennials don’t need a special occasion to drink wine, rather they see drinking
wine as a social activity as well as a relaxing one, which is why we have taken their lifestyle into
consideration and created an environment that meets all of their want and needs.
On average, Generation Y consumers who drink about three glasses of wine per occasion
will spend about $15 on a bottle to take with them to a party; $20-$30 on a bottle for themselves
to drink at home, and $50 or more while dining out. Using this research, we constructed our
menu and prices to meet the needs and wants of the consumer while creating attractive prices
that are comparable to the market. The prices of our wine varies but the lowest cost for a bottle
of wine is $10 and the maximum is $22. Another finding in our research was that some
consumers prefer drinking by the glass rather than purchasing an entire bottle, taking this into
consideration we created a menu where wine can be bought by the taste, by the glass or by the
bottle. Lastly, to appeal to all wine consumers, we created a unique business where we are not

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only a spot to lounge and enjoy wine but we are also a wine retailer to cater to those who want to
take their experience to go.
Wines
The chart detailing our wines and wine prices can be seen in Appendix D.
· Orange Sunshine – Made with 100% fresh-squeezed Florida orange juice.
· Bogle Merlot 2012 – The taste of ripe fruits with summer plums, sweet cherries and a
hint of toasty vanilla.
· Church Hill Chardonnay 2012 – Flavors such as nectarine and melon with hints of lemon
and lime.
· Marques de Caceres Rioja Rosado 2014 – Pale pink color with the taste of strawberries
and raspberries intertwined with fresh, floral notes.
· Gnarly Head Cabernet Sauvignon 2013 – Contains Jammy fruit, black cherry, blackberry,
freshly-cracked black peppercorn.
· Tangier Tangerine – A special premium wine for tangerine lovers.
· Juicy Melon – Perfect for summertime with the delicate flavor of watermelon.
· Mama Guava – Explosion of pears, strawberries, pineapple and a hint of lemon flavor
· Santa Cristina by Antinori Rosato 2012 – Fruity fragrance with red fruit.
· Florida Sunset Pineapple – Contains a fresh pineapple flavor that is slightly sweet and
tart.
· Florida Banana – Made 100% from banana.
· Bartenura Moscato – Crisp and refreshing, with a pair, nectar and melon flavor.
Food
A chart detailing our food and food prices can be seen in Appendix D.

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Marketing Plan
Target Market
Our target market includes consumers in the Hampton Roads area who are a part of the
Millennial generation, between the ages of 21 and 35. Our market is geared towards a younger
generation who want to enjoy a relaxing drinking and social environment without the hustle and
bustle of a noisy bar atmosphere. Most of the individuals within the area are populated with
younger, working class individuals who enjoy going out once or twice a week to enjoy drinks
with friends. We hope to attract college students of a legal drinking age as well from various
colleges around the area. In addition, we hope to attract military personnel which make up a
majority of the population in the Hampton Roads area. According to AC Nielsen Prizm, the
Hampton Roads and surrounding area has about 25% of its population within the age range of 21
and 35, which is our target audience we hope to attract. The average income in the area is
$50,000 to $75,000 a year, and almost a half of the population is single with no children, or a 1
person household. We also collected information on our target market through market research.
We utilized surveymonkey.com to collect our information and the results can be seen in
Appendix E.
Place
Our lounge will be located in the Hampton Roads area in Virginia. Specifically, our store
location is within the Peninsula Town Center, at the address 4410 E Claiborne Square, Hampton,
VA 23666. A map of our location and our setup in Peninsula Town Center is located in
Appendix E. Peninsula Town Center offers a great venue for our store because the surrounding
area offers great access to other popular stores that attract younger generations. Our store will be
open every day of the week, our hours are 11am to 11pm Monday through Thursday, 12:30pm to
1:30am Friday and Saturday, and 11am to 8pm on Sunday. However we will be closed on certain
major national holidays. GenWine provides its customers with wine through a couple methods.
These methods include having the customer come in and purchase the wine to take with them as
well as providing customers the opportunity to come in and enjoy wine and appetizers inside
GenWine.
Price

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GenWine’s main objective is to provide high quality, flavorful wine at a reasonable price,
since our target audiences are those at a lower age range. As a company, we will employ a cost-
plus pricing strategy where we add a standard markup to our prices, the markup for wine is 70%
and the markup for food is 30% so that we will have enough to pay off overhead costs and still
receive a healthy return. As time goes on we will revisit our pricing policies and adjust
accordingly. Customers will be allowed to use all major credit cards and cash at our store, with
the exception of checks. The major credit cards are as follows: American Express, Discover,
MasterCard, and Visa. Our credit policy will include GenWine collecting information on those
who use credit to ensure that if we do not receive payment, that we can pursue the customer or
credit company for payment.
Promotion
GenWine will utilize a variety of promotional materials and strategies in order to reach
customers and build brand awareness. These promotional materials range from billboards to
flyers to punch cards. These promotional materials can be seen in Appendix E. All of these
promotional materials are cheap to create and easy to distribute except for the billboards. We will
also utilize popular social media outlets such as Facebook, Twitter, LinkedIn, and Instagram to
reach a wide audience, especially the younger generation. We will also use displays outside our
store such as a specials board in order to bring in customers who are passing by.
Public relations will also be key in reaching out to potential customers and building brand
awareness. Some public relations strategies we will use are to send our press release, which can
be seen in Appendix E, to local media outlets, align ourselves with causes to reach out to those
who support the causes, and generate word of mouth communication about GenWine.
Our company will also offer many sales promotions in order to attract new customers and
bolster sales. These deals include a discount on a selected wine by our staff and management
every two weeks in order to introduce our customers to new and popular wines on the market. In
addition, a punch card will be available for customers to award them discounts on food and
beverages. Since college students and military personnel are common throughout the Hampton
Roads area, we will offer discounts and promotional deals to those who come in with a valid
school or military ID.

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Organization of Company
Organizational Structure
GenWine will begin with a line organization that has a simple chain of command from
top to bottom which consists of four levels, top management, middle management, first-line
management, and non-management employees. Top management deals with setting the direction
of the business, establishing a vision, and appropriation of time, money, and resources of the
company. The top managers must have strong conceptual skills and must be good at leading
which involves directing and motivating employees to achieve organizational goals. Middle
management are responsible for managing lower level managers and reporting to top
management. Middle managers must have strong technical skills which involve expertise in a
certain department and must be good at controlling which involves monitoring employee
performance and making adjustments. First-line managers are responsible for directly
supervising non-management employees. First-line manager must have strong human skills
which involves working with people and managing relationships. The organizational chart
outlines GenWine’s formal structure and can be seen in Appendix F.
As the company grows, a lot of planning and organizing will be necessary to adjust the
organizational structure accordingly. Planning must include strategic, tactical, operational, and
contingency planning. Strategic planning includes long term planning and defines long term
objectives and priorities and how to achieve them, this type of planning is carried out by top and
middle management. Tactical planning involves shorter term planning focusing strategic plans to
specific areas of the company, this type of planning is typically done by middle managers.
Operational planning involves specific short term planning regarding day to day operations,
which is done by middle and first-line managers. Lastly, contingency planning is needed to plan
for possible unexpected situations. Ultimately, in the next five years our company will look back
at the strategic goals that our company has set forth and evaluate whether we have met this goals.
Based on this evaluation, management and employees will be evaluated to determine whether
they will be retained. Also, we are looking to lesser the degree of centralization within our
company so the top and middle managers will not have the burden of so many responsibilities
and looking to increase the span of control for middle management, which will be accomplished
by hiring more employees in each department to create a clearer departmentalization within the
organizational structure. These goals will be accomplished by hiring more first-line managers,

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preferably one for each department to assist the middle managers with their duties. If all goes as
planned, in five years our organizational structure will look like the organizational chart in
Appendix F.
Facility Layout
Our facility is located inside Peninsula Town Center and is approximately 1200 square
feet in size. Our facility contains four main rooms: the dining area, the kitchen, the break room,
and the bathroom. The dining area is located in the front of the building and takes up the
majority of the space. The dining area includes a setup with a bar in the right corner, a booth in
the left corner, and a variety of tables to sit at throughout the rest of the area. The kitchen is
located in the back of the building and contains an oven, refrigerators, wine storage, general
storage, and a backdoor. The break room is an offshoot of the kitchen and contains office
storage, desks, tables, and chairs. The bathroom is located in the back right corner of the facility
and contains a toilet and a sink. The diagram of the facility layout can be seen in Appendix F.
Organizational Processes
In order for GenWine to succeed as a business, we will need to make sure our
organizational processes are in order to maintain quality and efficiency in our business. Some
organizational processes that must be set are quality control measures, inventory systems,
purchasing processes, and establishing a source of supplies.
Quality control measures are typically thought of as only applying to production of goods
but they can be applied to services as well. Some quality control measures that GenWine will
utilize are training personnel properly, establishing benchmarks for product quality, and testing
product quality. In order to train our personnel properly we have a rigorous training process
where we put employees through a 5 hour training program to ensure they know the tools of the
trade and then we put them through a shadowing process where they shadow a current employee
to learn how to do their job properly. Our benchmarks for product quality are ensuring that the
wine is at the proper temperature, making sure that food is prepared properly, and making sure
that customers are having an enjoyable experience.
Inventory systems are necessary in order to make sure that inventory is staying at the
correct volume, selling inventory before it goes bad, and anticipating the amount of inventory we

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will need. The inventory system that we will be utilizing is a first-in-first-out approach where we
sell inventory based on when it was received. Using this method of inventory management will
help us to ensure that we are not letting out stock of product go bad and protect against losses
from spoilage.
Purchasing processes are vital to the success of GenWine as it dictates our supply and
inventory, which are the life of our business. The first part of the purchasing process is to
establish a supplier to buy our products from. GenWine will utilize Global Wine & Spirits to
locate distributors of our various wines and purchase our inventory. Our purchasing process will
include purchasing a starting inventory of 480 bottles of wine containing 12 different of wine.
The weeks following the grand opening GenWine will order 288 bottles from various
distributors through Global Wine & Spirits each week to restock and purchase enough food to
serve 100 of each appetizer each week.

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Human Resource Management
Recruitment
GenWine is committed to bringing in top flight employees and the process that brings in
these employees is recruitment. The process that GenWine will go through to recruit employees
is identifying what jobs need to be filled, posting the job openings, and utilizing advertising
resources to reach out to employees. First, GenWine will identify what jobs need to be filled, in
this situation all jobs need to be filled including servers, bartender, and manager positions.
Second, a strategy will be created for job postings, this strategy will include using an “open until
filled” approach to recruitment with our posting period being from the soonest possible time until
the desired amount of employees are hired. The number of employees we are looking to hire is 8
which will consist of 2 managers, 4 servers, and 2 bartenders. Lastly, we will utilize additional
advertising resources to reach out to potential employees. These advertising resources will
include Internet job boards (Indeed, Monster, CareerBuilder), print advertisements, social media
(Twitter, Facebook, LinkedIn), job fairs, campus recruiting, and diversity agencies. These
advertising resources will be utilized to target different sectors of the population and attract the
types of employees that fit the company’s needs and wants.
Selection
The next step in the process of hiring is the selection process where employees are
selected to be interviewed then the employees are selected to be hired. We will start with an
application process, our application can be seen in Appendix G. Once a sizable number of people
have applied for various positions, management must review the applications and develop a short
list of potential employees to move on to the next stage of the process. The next step is to
interview those who have been chosen to be on the short list. The interview process will consist
of the Human Resources Operations Manager contacting those on the short list, setting up one-
on-one interviews, and asking them a variety of questions that will help to determine whether the
candidate has what it takes to be a GenWine employee. After the interviews, Human Resources
will conduct reference checks of all potential employees. In the end a candidate will be chosen
based on their experience and how they match up with the necessary qualifications, qualities, and
expectations of a GenWine employee. As referenced before the positions to be hired are
manager, bartender, and servers, each of these positions contains a different set of qualifications

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and qualities necessary to perform the job adequately. The experience, qualifications, and
qualities necessary for each position are outlined in the job descriptions in Appendix G. The
selection of each position will be based on if the candidate has the necessary qualifications and
qualities for the position they are applying for.
Orientation and Training
GenWine will have an orientation program after all new hires are made walking them
through the history of the company and what the company’s expectations are. Then the
employees will be put through a 5 hour training program where they will be taught the tools of
the trade. Following the training program the new employees will shadow someone holding their
position for another week before they will be allowed to work independently.
Performance Appraisal
GenWine has established a process by which employees will be evaluated and their
performance will be appraised by upper management. We will evaluate employees’ performance
based on how well they are performing their duties outlined in their job description. The
categories that employees’ will be evaluated on are productivity, adaptability and dependability,
initiative and judgment, communications, cooperation and teamwork, improvement, problem
solving, customer service, professional development, stewardship, and cross-cultural
competence. The performance evaluation can be viewed in Appendix G.
Compensation
The process used to determine compensation is called compensation management, which
is about creating the means necessary to attract and retain talented employees and includes
competitive offers, in-band adjustments, market pricing, and overtime compensation.
Competitive offers involves offering pay that is comparable to others within the industry,
geographic area, and most importantly comparable to competitors and those with the same job.
In order to offer a competitive offer, a pay band needs to be created in order to establish the
minimum and maximum amount to be paid and the average pay for the specific job must be
identified. Market pricing will also be used to determine the relative value of jobs and ensure that
employees will have competitive salaries in comparison to pay for comparable jobs and based on

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the market. The pay structure that identifies the pay band for GenWine is located in Appendix G.
GenWine employees will be compensated within the pay band of their specific position and their
pay will be decided by their experience and qualifications for their position. In-band adjustments
are utilized to adjust pay to make them more competitive. The type of in-band adjustment that
GenWine will utilize is doling out bonuses based on performance. Another way that we will
reward our employees is by offering overtime pay. Overtime pay ensures that if employees work
more than the regular 40 hour workweek. GenWine will offer employees the FLSA standard of
1.5 times their normal pay for any hours exceeding 40 hours if they are considered overtime
eligible and subject to the provisions of the FLSA.

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Financial Plan
Start-up Costs and Sources of Funding
GenWine will be renting a building on the property in Peninsula Town Center in
Hampton, Virginia. It will cost the company $23,800 per year to rent a 1,700 square-foot
building. It costs GenWine $14.00 a square foot. GenWine will be acquiring a business license
for $40.00. Since we are selling wine, we are required to have a liquor license which will cost
$50.00. As a company we decided to go with a partnership operation. Our companies estimated
legal fees will cost $2,000.00. We will also need to spend $60.00 dollars on an accounting firm.
With our newly developed company and new products underway, we decided to trademark our
company which will cost $464.00. We will need gas which will cost $132.00 a year, electricity
which will cost $2,100 a year and a water bill which will cost $1,440.00.
In addition to the administration costs, our company will need to purchase office
equipment, supplies, and utilities. We plan on spending $29,947.44 in the first year on office
supplies which will be purchased from a wide range of wholesale stores. We will spend $250.00
a year on Wi-Fi and $564 a year on cable.
A major part of our start-up expenses will come into play with our employee wages. At
GenWine, we want our employees to be satisfied with working at such a great company. We
want them to enjoy their job and be excited to come to work every day. We believe this extra
investment we are putting into our employees will pay off in the long run through happier
customers and increasing the customer retention rate. Our start-up yearly wages will be $93,080.
GenWine plans on getting the funding sources through an Angel Investor who will
allocate us $5,306,079.00. In addition to this generous contribution, the five founders of
GenWine will contribute $893,921.00, combined, out of their own pockets to ensure the proper
startup of the company they are willing to invest their heart and time into. Our sources of funding
can be seen in Appendix H.
In order to get the biggest bang for our buck, GenWine will order food and wine products
in bulk. Of our twelve wines, each of them contain a different buyer price versus a retail price.
We will purchase a twelve bottled case of Gnarly Head Cabernet Sauvignon 2013 for $96, but
sell each individual bottle at a retail price of $13.60. We will purchase a twelve bottled case of
Bogle Merlot 2012 for $72.00 and sell each bottle for the price of $10.20. A twelve pack of
Church Hill Chardonnay 2012 will cost GenWine $69, but we will sell each bottle for the price

20
of $12.00. A case of twelve bottled Bartenura Moscato will cost $156 and GenWine will sell that
for $22.00 a bottle. GenWine will purchase a twelve case of Marques de Caceres Rioja Rosado
2014 for $84 and sell each bottle for $12.00. The Santa Cristina by Antinori Rosato 2012 will
cost $108 for a twelve bottled case and will we sell it for a price of $15.50. Tangier Tangerine
will be bought for $96 for a twelve case and sold for $13.60 per bottle. Orange sunshine will be
purchased for $120 a case and will be sold for $10.00 a bottle. GenWine will purchase Florida
Banana and Florida Sunset Pineapple wine will both be purchase for $141 each for a twelve case
of bottled wines and we will sell each bottle for a price of $19.98. The last two wines one the list
include Mamma Guava and Juicy Melon and they will each be purchased for $96 dollars for a
twelve pack case and each bottle will be sold for $13.60 The startup costs can be seen in
Appendix H.
Balance Sheet
GenWine will have $6,200,000 cash when the company opens. While the founders
allocated $893,921.00 of personal funds. We will have $5,895.30 for our opening week
inventory and $2,495.62 for our opening week of supplies. As well as our prepaid expenses such
as insurance, rent, etc. which will cost $10,135.25. The fixed assets include some of the
company’s larger investments such as the building which is $27,724.21. This brings our total
assets to $6,246,250.
Under the liabilities section, it is broken up into two sections, current liabilities and long-
term liabilities. Current liabilities are liabilities that are due within twelve months of the
operating starting date. Under current liabilities, GenWine has accrued wages of $650 for the
opening day. We also have taxes payable of $1,102.50. Long-term liabilities are liabilities that
are due more than a year from the starting date. Under long-term liabilities, we have
$5,350,476.00 under the notes payable section. Since we are a partnership operation, we will not
be consuming in stock operations, however our total owner equity consists of $893,921.00. This
gives our liabilities and equity section on the balance sheet a grand total of $6,246,250 which
balances out perfectly with the assets. Our current ratio is 3548.27441 and our debt to equity
ratio is 5.987. Our balance sheet can be seen in Appendix H.

21
Income Statement
The income statement is based on a one year progress of GenWine’s operation. The net
revenue is projected to be $411,400.00 with the cost of goods sold ending with $242,000.00.
Combined, this leaves our year end with a gross profit of $169,400.00.
GenWine’s expenses on the income statement include an alcohol permit of $50.00, a
business license of $40.00, the wages of employees costing $93, 080.00, and the yearly rent at
$28,800. We also have the costs of utilities including electricity which will cost $2,100, water
which will cost $1,440, and gas which will cost $132.00. When it comes to legal fees, we have
an attorney fee of $2,000.00 and an accounting fee of 60.00 and a trademark expense of $464.00.
Also we have a security system for $179, Wi-Fi for $250 and cable for $564. This leaves our
total expenses with $129,159.00 and leaving GenWine with an ending net income of 9,785.50.
Our profit margin is 1.88% and our inventory turnover is 64.83. Our income statement can be
seen in Appendix H.
Years 2-5 Statement
In year 2, we are projecting net revenue to grow slightly to $752,764.28, cost of goods
sold is expected to grow also to $550,368.00, and gross profit will increase due to the increase in
revenue and cost of goods sold $202,396.28. Expenses are expected to grow slightly to
$129,159.00. Net income is also expected to grow to $73,237.28. Profit margin is expected to
increase to 9.73% and inventory turnover is expected to be cut in half to 31.12.
In year three we are projecting net revenue to grow again to $1,129,146.42, cost of goods
sold is expected to grow to $792,529.92, and gross profit is expected to grow along with net
revenue and cost of goods sold to $336,616.50. Expenses are expected to see a very slight
increase to $152,429.00. Net income is expected to see a rise to $184,187.50. Profit margin is
expected to see a significant increase to 16.31% and inventory turnover will see a sharp decrease
once again to 11.20.
In year four we are projecting net revenue to grow once again to $1,806,634.27, cost of
goods sold are also expected to grow again to $1,141,243.08, and gross profit will grow along
with them to $665,391.19. Expenses are expected to stay the same at $152,429.00. Net income
will increase significantly to $512,962.19. Profit margin will increase to 28.39% and inventory
turnover is expected to see a slight increase to 12.91.

22
In year five we are projecting net revenue to take a leap to $3,071,278.26, cost of goods
sold is expected to grow significantly to $1,643,390.04, and gross profit will more than double to
$1,427,888.22. Expenses will increase slightly to $175,699.00. Net income will more than
double as well to $1,252,182.22. Profit margin is also expected a hefty increase to 40.77% while
inventory turnover will slightly decrease to 12.12 to reach the desired level. Our years 2-5
statement can be seen in Appendix H.

23
SWOT Analysis
Strengths
Atmosphere: We created the perfect
environment for those individuals that want to
have a enjoyable night out without the chaos or
craziness of a bar.
Knowledge: We have extensive knowledge of the
wine we are selling and the consumer market
which we are targeting.
Weaknesses
Variety: Due to the size of our building, we are
more limited on our menu size for both our wine
and food options.
Price: Since we will be operating on a smaller
scale than most chain restaurants or cafes, we will
pay more for our products since we are
purchasing it in small quantities.
Opportunities
Mall crowd: The typical demographic for
Peninsula Town Center is very similar to
GenWine, if we are able to capture a portion of
their audience & make them regular customers
then it will increase our likelihood of success.
Product line: We are planning on releasing our
own GenWine wine line which will give us larger
profit margin & spread our brand name.
Threats
Full-scale restaurants: Although our store is
unique with its casual atmosphere and dedication
to wines of all flavors, there are many nearby
restaurants with a full food menu and drinks -
including wine options.
Big box retailers: We expect to use the retail to
increase our revenue but it is threatened by
surrounding retail stores and grocery markets
selling similar product.

24
Five-Year Plan
Year
1

Build
rela,onships
with

suppliers

Build
strong
rela,onships

with
customers
to
create

brand
loyalty

Year
2

Increase
number
of

employees

Add
weekend

entertainment

Year
3

Expand
wine
selec,on

ShiB
to
environmentally

sustainable
business

prac,ces

Year
4

Create
own
wine
brand

Create
charity
event

Year
5

Open
new
GenWine

loca,ons

Establish
GenWine
as
major

player
in
the
wine
industry

25
Code of Ethics:
At GenWine we want our customers to experience the best from the best. Our values
are based off of them. We want to attract customer with the cool and relaxing atmosphere and
that starts with how we, the employees, are trained and demonstrate this qualities on the
prospected customers.
Every employee at GenWine must:
• Be 21 years of age
• Have a positive attitude at work
• Believe in the values of integrity, equality, and family
• Be friendly and willing to start up a conversation with every person who
walks through the door
• Be willing to give advice and have room to grow and expand their
knowledge
• Be honest and shall not steal, lie, or cheat the customers
With these rules, any GenWine employer will be sure to satisfy any customer that walks
through that front door. If an employee fails to complete any of these tasks, he or she may be
terminated from the company and will never be allowed to apply to GenWine again. Here at
GenWine the customers always come first, if they are unhappy, we fix it and we will not tolerate
employees that are not here for the well-being of the customers.

26
Bogle Merlot 2012
Taste of summer plums, sweet cherries with a hint of
vanilla
$2.00,
$4.50,
$17.00
Church Hill Chardonnay 2012
Nectarine & melon with hints of lemon lime
$2.75,
$5.75,
$22.00
Orange Sunshine
Made with 100% fresh Florida orange juice
$2.00,
$4.50,
$16.00
Marques de Caceres Rioja Rosado
Taste of strawberries & raspberries intertwined with
fresh, floral notes
$2.75,
$5.75,
$22.00
Gnarly Head Cabernet Sauvignon
Jammy fruit, black cherry, blackberry & freshly-cracked
black peppercorn
$3.50,
$6.50,
$25.00
Tangier Tangerine
Special premium wine for tangerine lovers
$3.50,
$6.50,
$25.00
Juicy Melon
Perfect for summertime with a dedicated watermelon
flavor
$3.50,
$6.50,
$25.00
Mama Guava
Explosion of pears, strawberries, pineapple with a hint of
lemon
$3.50,
$6.50,
$25.00
Santa Cristina by Antinori Rosato
Fruity fragrance with red fruit
$3.75,
$7.75,
$30.00
Florida Sunset Pineapple
Fresh pineapple with a slightly sweet & tart taste
$4.00,
$8.75,
$33.00
Florida Banana
Made 100% from banana
$4.00,
$8.75,
$32.00
Today’s drink special:
Wine shots: choose any 4 wines from our list & get sample
tastings $10
Today’s Wines

27
Bartenura Moscato
Crisp & refreshing with pear, nectar & melon flavors
$4.50,
$9.00,
$35.00
GenWine Lounge
4410 E Claiborne Square
Hampton, VA 23666

38
GenWine

Peninsula
Town
Center

4410E
Claiborne
Square,

Hampton,
Virginia
23666

TEL:
757-‐838-‐1505

Website:

FOR
IMMEDIATE
RELEASE

“It’s
wine
time-‐
sip,
savor,
and
enjoy
the
flavor”

March
23,
2015

This
upcoming,
stylish
wine
lounge
is
taking
over
Peninsula
Town
Center
with
its
lavish

modern
day
feel
and
tasteful
wines
that
are
going
to
leave
you
wanting
to
come
back

for
more.
GenWine
uses
wines
from
all
over
including
special
fruity
flavors
that
no
other

bar
in
the
Hampton
Roads
area
can
even
compete
with.

The
Grand
Opening
of
GenWine
will
be
held
on
Saturday
May
23
at
Peninsula
Town

Center
in
Hampton,
Virginia.
Our
working
hours
will
include
Monday-‐Thursday
11am
to

11pm,
Friday-‐Saturday
12:30pm
to
1:30
am,
and
Sunday
11am
to
8pm.
With
these

hours,
GenWine
plans
to
attract
a
younger
crowd,
a
crowd
who
is
ready
to
per
say
sit

back,
savor,
and
enjoy
the
flavor.

GenWine
is
targeted
for
the
millennials,
also
known
as
Generation
Y,
the
crowd
whose

births
range
from
early
1980’s
to
the
early
2000’s.
GenWine
is
not
like
any
other
bar,
we

are
designed
to
please
the
customer
and
satisfy
their
needs
while
they
are
accompanied

with
wine
and
appetizers.

For
more
information
please
contact

Alexandra
Sahagun
at
555-‐829-‐8291

39
Organizational Chart
CEO

Alexandra

Customer
Service
Manager

Lindsey

Manager

Waiter/
Waitress
Bartender

Marke,ng

Execu,ve

Harley

Senior
Buyer

Stephen

Human
Resources

Opera,ons

Manager

Ryan

40
Future Organizational Chart
CEO

Alexandra

Customer
Service
Manager

Lindsey

Manager

Waiter/
Waitress
Bartender

Marke,ng

Execu,ve

Harley

Assistant

Marke,ng

Director

Senior
Buyer

Stephen

Inventory

Planner

Human
Resources

Opera,ons

Manager

Ryan

Payroll

Manager

42
GENWINE

Employment Application

Applicant Information
Last Name First M.I. Date
Street Address Apartment/Unit #
City State ZIP
Phone E-mail Address
Date Available Social Security No. Desired Salary
Position Applied for
Are you a citizen of the United States? YES NO If no, are you authorized to work in the U.S.? YES NO
Have you ever worked for this company? YES NO If so, when?
Have you ever been convicted of a felony? YES NO If yes, explain
Education
High School Address
From To Did you graduate? YES NO Degree
College Address
Other Address
References
Please list three professional references.
Full Name Relationship
Company Phone
Address
Company Phone
Address
Company Phone
Address

43
Job title Manager
Reports to Customer Service Manager
Job purpose
Plan, direct, and oversee day-to-day operations including managing staff, ensuring product and
service standards are met, and maintaining maximum operating efficiency.
Duties and responsibilities
List of duties and responsibilities are as follows:
• Preparing reports at the end of the shift/week, including staff control, food control and sales.
• Creating and executing plans for department sales, profit and staff development.
• Planning and coordinating menus.
• Coordinating the entire operation of GenWine during scheduled shifts.
• Managing staff and providing them with feedback.
• Responding to customer complaints.
• Ensuring that all employees adhere to the company's uniform standards.
• Meeting and greeting customers and organizing table reservations.
• Advising customers on menu and wine choice.
• Training staff.
• Organizing and supervising the shifts of bartenders, waiters, and waitresses.
• Maintaining high standards of quality control, hygiene, and health and safety.
• Checking stock levels and reporting them to upper management.
• Preparing cash drawers and providing petty cash as required.
• Helping in any area of operations when circumstances dictate.
Qualifications and Qualities
These are the qualifications that are necessary for someone to be considered for the position.
Qualifications and Skills include:
• High School Diploma/GED
• Some college or college degree preferred
• Restaurant Training or Certification preferred
• 1-2 years Customer Service Experience
• Organizational skills
• Excellent interpersonal skills
• Ability to work in a fast paced, pressure filled environment
• Skills managing a team
• Problem solving ability
Qualities include:
• Personable
• Organized
• Responsible
• Inventive
• Determined
• Leader

44
• Positive Attitude
Working conditions
Working conditions for the Manager will be indoors, the manager will often be asked to work nights and
weekends and many times asked to work more than 40 hours per week, and the manager will be handling
a large amount of responsibilities.
Physical requirements
• Ability to lift and carry objects up to 50 pounds throughout an eight hour shift.
• Ability to stand and walk continually throughout an eight hour shift.
• Ability to bend, stoop and reach while carrying objects weighing up to 50 pounds.
• Visual acuity to see restaurant menus, take customer orders, review customer bills and smoothly
navigate dining room, kitchen and other facility areas.
• Ability to multitask with several customers at once
Direct reports
Bartender, Waiter/Waitress
Approved by:
Ryan Carwile
Date approved: 4/3/15
Reviewed: 4/3/15

45
Job title Server
Reports to Manager
Job purpose
Take orders and serve food and beverages to patrons at tables.
• Check patrons' identification at the door and at the tables in order to ensure that they meet
minimum age requirements for consumption of alcoholic beverages.
• Check with customers to ensure that they are enjoying their meals and take action to correct any
problems.
• Escort customers to their tables.
• Explain how various menu items are prepared, describing ingredients and cooking methods.
• Inform customers of daily specials.
• Prepare checks that itemize and total meal costs and sales taxes.
• Present menus to patrons and answer questions about menu items, making recommendations
upon request.
• Remove dishes and glasses from tables or counters.
• Clean dishes and glasses.
• Serve food and/or beverages to patrons.
• Stock service areas with supplies.
• High School Diploma/GED preferred
• Previous restaurant experience preferred
• Customer Service Skills
• Multitasking Skills
• Flexibility
Qualities include:
• Personable
• Organized
• Responsible
• Determined
• Sociable
Working conditions
Servers can work full or part-time hours, may work evenings and weekends, work in the dining area of
GenWine where food and drink is served, spend a lot of time on their feet, and work in an environment
that can be noisy and stressful.

46
• Ability to lift, carry, deliver and serve from trays weighing up to 50 pounds throughout an eight
hour shift.
• Ability to balance serving tray on one hand while distributing orders to customers with the other.
• Ability to carry and set up folding table to support particularly heavy orders.
• Ability to bend, stoop and reach while carrying serving trays weighing up to 50 pounds.
Approved by:
Ryan Carwile
Reviewed: 4/3/15

47
Job title Bartender
Reports to Manager
Job purpose
Pour and serve drinks to patrons, directly or through the wait staff.
• Serve customers in a friendly and helpful manner.
• Prepare drinks for patrons.
• Wash glassware and utensils after each use.
• Pour wine.
• Collect payment and operate a cash register.
• Serve food to customers seated at the bar.
• Check identification of customers to make sure they meet age requirements for purchase of
alcohol.
• Determine when a customer has had too much alcohol.
• Clean up after customers and clean work area.
• Arrange bottles and glasses to make attractive displays.
• Monitor and maintain an inventory of supplies.
• Must be 21 years of age
• High School Diploma/GED
• Bartending Certification Preferred
• Previous experience in a restaurant preferred
• Previous experience bartending preferred
• Basic knowledge of wine
• Guest Intoxication Awareness
• Customer Service Skills
• Multitasking Skills
Qualities include:
• Personable
• Organized
• Responsible
• Determined
• Aware
Working conditions

48
Bartender will be working indoors, standing for long periods of time, will be asked to work nights and
weekends often, may be asked to work more than 40 hours a week, job involves a high level of social
contact with others, and responsible for the welfare of patrons.
• Ability to lift and carry objects up to 50 pounds throughout an eight hour shift.
• Ability to bend, stoop and reach while carrying objects weighing up to 50 pounds.
• Ability to make drinks quickly
• Ability to multitask with several customers at once
Approved by:
Ryan Carwile
Reviewed: 4/3/15

49
Management Positions
Chief Executive Officer- Ally Sahagun
The CEO of the company is in charge of the company and its daily operations. This person is in
charge of opening and closing the store, making sure the money is always correct and making
sure the rest of the managers are following instructions.
Marketing Executive - Harley Hicks
In the Marketing Executive position, one is to simply conduct advisements for the company and
to promote the business in a positive, yet professional manner. She must also cooperate with
the community in order to gain networking to spread the GenWine name out to the general
public.
Senior Buyer- Stephen Clausing
As a Senior Buyer, Stephen is in charge of buying products for GenWine to sell in the store as
well as count inventory and collect shipment on a weekly basis. He will conduct this through
Sysco and will make sure we always have enough supplies to get us through the weeks.
Customer Service Manager- Lindsey Brennan
The Customer Service Manager is in charge of all of the POS systems and making our
customers are satisfied. The position entails passing out online surveys that can help increase
the customer attendance at GenWine as well as creating a tech-savvy environment for
everyone to feel comfortable in.
Human Resources Operations Manager- Ryan Carwile
Human Resource Operation Manager is in charge of human resources and handling the
customers on a face to face basis. This includes hiring new employees and dealing with any
problems they may have with the company. This position is very critical to our team because
without it, we would not have our employees and the rules and guidelines they must follow.

50
Overall Summary of Performance Appraisal
(1) Employee’s Name (2) Department (3) Period Covered By This Appraisal
APPRAISAL RATINGS
O = Outstanding. Performance exceeds expectations and is consistently outstanding.
M = More than Satisfactory. Performance consistently fulfills the job requirements and exceeds
expectations.
S = Satisfactory. Performance consistently fulfills the job requirements.
I = Improvement Needed. Performance does not consistently meet the job requirements.
U = Unsatisfactory. Performance consistently fails to meet the job requirements.
Please Note: If this is a probationary evaluation, please comment in the overall summary if the employee is
passing the
probationary period.
Provide an overall appraisal rating.
Overall Rating
SIGNATURES:
(All signatures as appropriate)
Immediate Supervisor Date
Next Level of Supervision Date
Department Head/ Unit Manager (whichever is applicable) Date

51
My signature indicates neither agreement nor disagreement with the appraisal, but it does indicate that I
have reviewed the appraisal, and have discussed it with my supervisor. I understand that I may complete
the Employee Comments sheets as part of this appraisal.
Employee’s Signature Date
(1) Employee’s Name (2) Department (3) Division
(4) Period Covered By This Appraisal (5) Supervisor’s Name (6) Supervisor’s Payroll Title
Performance Evaluation
Job Responsibilities:
Unsatisfactory
Improvement
Needed
Satisfactory
Morethan
Satisfactory
Outstanding

Not

Applicable

PRODUCTIVITY

Meets productivity standards

Completes work in a timely manner

Works accurately

Achieves established objectives

OTHER:
COMMENTS:
ADAPTABILITY AND DEPENDABILITY

Adapts to changes in the work environment

APPRAISAL RATINGS
O = Outstanding. Performance exceeds expectations and is consistently outstanding.
M = More than Satisfactory. Performance consistently fulfills the job requirements and exceeds expectations.
S = Satisfactory. Performance consistently fulfills the job requirements.
I = Improvement Needed. Performance does not consistently meet the job requirements.
U = Unsatisfactory. Performance consistently fails to meet the job requirements.

52
Manages competing demands

Performs well under pressure

Follow instructions; responds to management direction

Meets attendance and punctuality guidelines

OTHER:
COMMENTS:
Unsatisfactory
Improvement
Needed
Satisfactory
Morethan
Satisfactory
Outstanding

Not

Applicable

INITIATIVE AND JUDGEMENT
Takes independent action based on sound judgment

Seeks increased responsibility

Demonstrates effective and timely decision making skills

Volunteers readily

OTHER:
COMMENTS:
COMMUNICATIONS
Selects and uses appropriate communications methods

Effectively expresses ideas verbally

Effectively expresses ideas in writing

Communicates effectively with external units

Communicates effectively with colleagues

Communicates effectively with supervisor

OTHER:

53
COMMENTS:
COOPERATION AND TEAMWORK
Maintains effective working relationships

Exhibits openness to others’ views

Works cooperatively in a group situation

Contributes to building positive team spirit

Offers assistance and support to co-workers

OTHER:

COMMENTS:
Unsatisfactory
Improvement
Needed
Satisfactory
Morethan
Satisfactory
Outstanding

Not

Applicable

CONTINUOUS IMPROVEMENT

Provides guidance and training to units

Identifies areas for improvement and develops solutions

Leads or participates in teams to improve processes

OTHER:
COMMENTS:
ANALYSIS, ASSESSMENT, AND PROBLEM SOLVING
Collects appropriate information

Develops recommendations based on thorough analysis

Supports/explains reasoning for recommendations

54
OTHER:
COMMENTS:
CUSTOMER SERVICE
Displays courtesy and sensitivity

Meets commitments

Responds promptly to customer needs and requests

Solicits customer feedback to improve services

OTHER:

COMMENTS:
Unsatisfactory
Improvement
Needed
Satisfactory
Morethan
Satisfactory
Outstanding

Not

Applicable

PROFESSIONAL DEVELOPMENT
Displays competence in required job skills

Learns and applies new skills

Keeps abreast of current developments

OTHER:

COMMENTS:

55
STEWARDSHIP
Demonstrates accountability and sound judgment in managing
university resources in an open and effective manner

Demonstrates appropriate understanding of confidentiality and
university values

Demonstrates adherence to policies, procedures, and safety
guidelines

OTHER:
COMMENTS:

CROSS-CULTURAL COMPETENCE
Promotes cooperation, fairness and equity

Demonstrates respect for people and their differences

Works to understand perspectives and world views of others;
demonstrates empathy

Provides for and/or contributes to a culture of inclusion

Integrates diversity into business practices

OTHER:

COMMENTS:
Employee Goals and Development Plan for the Coming Year
Employee Comments (Optional)
• At the completion of the final appraisal discussion between the supervisor and employee, the
employee may use this Employee Comments sheet to discuss aspects of the appraisal.
• The employee’s name should be included at the top of any additional sheets used.
• After writing comments, the Employee Comments sheet should be returned to the supervisor
so that it can become a part of the performance appraisal document.
Employee’s Name: Period Covered By This Appraisal:

56
Comments:
Employee’s Signature Date

57
Salary Pay Structure
Minimum Salary Maximum Salary Median Salary
Customer Service
Manager
$27,951 $74,798 $50,
531
Marketing Executive $27,532 $86,643 $46,
829
Senior Buyer $45,
855 $89,
860 $63,
994
Human Resources
Operations Manager
$39,
558 $109,
482 $67,
408
Chief Executive
Officer
$70,
974 $406,
753 $153,
353
Pay Structure
Minimum Salary Maximum Salary Median Salary
Server $2.18/hr $9.27/hr $4.00/hr
Bartender $3.04/hr $11.05/hr $7.00/hr
Manager $5.71/hr $15.16/hr $10/hr
Sources of Funding Chart
Name Amount Ownership
Alexandra Sahagun $178,784.20 17%
Harley Hicks $178,784.20 17%
Lindsey Brennan $178,784.20 17%
Ryan Carwile $178,784.20 17%
Stephen Clausing $178,784.20 17%
John Doe (Angel Investor) $5,306,079.00 15%

58
Start-Up Costs
Item Unit $ Total $
Prepaid Rent ($14 sq foot) 1,700 square footage $23,800.00 $23,800.00
Security Deposit $5,000.00 $5,000.00
paper (1 box/5,000 ct) $33.99 $33.99
Wine Stock (cases of 12) (21840 avg. 35 cases) $30 sell 51 $50-$350 $5,524.56
Meats (pepperoni, salami, ham) $143.05 $7,438.00
Cheese (brie, swiss, gouda) $120.65 $6,273.80
Crackers 4 13.7oz boxes X104 $14.50 $1,508.00
Fruits (Fuji apples 5.5lbs) and strawberries $19.76 $1,027.52
Vegetables (carrots sticks 5lbs) and tomatoes $33.59 $1,746.68
Pita Chips - Stacy's brand (Simply Naked original) 1.5 oz. 24 ct. $14.11 $733.72
Hummus - Costco 5lbs $10.58 $550.16
Black cloth napkins (1,000 per case w/ logo may be extra) $16.99 $33.98
business cards (2500/Front) $25.75 $25.75
business card holder $1.35 $1.35
rags (25 pound box) $33.50 $33.50
Clorox clean-up (32oz w/ 1800z refill bottle) $12.29 $24.58
electric wine openers $16.79 $83.95
A-frame chalkboard $59.99 $59.99
chalk (12 sticks) $0.78 $2.34
foil cutter $0.99 $9.90
bottle stopper $1.39 $27.80
wine aerator (12 per case) $119.40 $358.20
broom and dust pan $5.98 $5.98
Vaccum $47.84 $47.84
Mop $7.98 $7.98
Bucket $4.98 $4.98
Sponges (21 ct) $13.38 $26.76
Dish soap (1 gallon) $11.28 $135.36
Dishwasher pacs (105 ct) $9.98 $59.88
Laundry Detergent (200 loads) $15.38 $30.76
Cleaning gloves (6 pk) $8.28 $165.60
Uniforms - Men's Black long sleeve button up $35.00 $105.00
Women's Black 3/4 sleeve button up $35.00 $105.00
Binder (12 pack) $23.95 $23.95
Toiletries (toilet paper, paper towels, soap) $89.50 $626.50
small oven w/. stovetop $1,296.35 $1,296.35

59
couches (Black sofa) $499.99 $999.98
tables/chairs (4 piece=222.60X5; 2 piece=169.99X4; 6 piece=900.00X2) $3,592.96 $3,592.96
cups (Hi-Ball Glass, 12 oz. - 3 dozen) $72.07 $288.28
shelving (display top pine wine rack, holds 100) $198.00 $1,980.00
décor (artwork) $800.00 $800.00
wine glasses (8.5 oz) price per 3 dozen* $100.19 $680.98
plates (10.5 white glass set of 12) $22.99 $390.83
dishwasher (undercounter commercial dishwasher) $499.00 $499.00
cash register (POS system) $1,350.00 $1,350.00
lights (chandelier - Feiss MF19044MBZ "Chateau" Mini Chandelier) $359.18 $1,077.54
Fridge $2,910.44 $2,910.44
storage (Advance Tabco (UG-36-108) - 36" Work Table Undershelf) X 5 $125.55 $627.75
Television (Samsung 55" Curved TVs) +$300/each for mount $1,499.99 $1,499.99
$250.00 $250.00
speaker system for music (Bose speakers system) $1,099.95 $1,099.95
fire extinguisher (ABC 5lb) $31.99 $31.99
washer (Washer/dryer combo - see link) $1,709.99 $1,709.99
printer/fax machine $383.99 $383.99
phone $774.95 $774.95
(Double) Juice dispenser $332.24 $332.24
Wine cooler $1,799.00 $5,397.00
alcohol permit (type of license:by drink) $50.00 $50.00
business license (on premise wine only Hampton, Va) $40.00 $40.00
Wages (8 employees) $10.00 $4,500,000.00
Rent 1,700 square feet, per year $28,800.00 $28,800.00
Electricity (per month) $175.00 $2,100.00
water (per month) $120.00 $1,440.00
Gas (Virginia Natural Gas) per month $11.00 $132.00
Attorney Fee (yearly) $2,000.00 $2,000.00
Accountant Fee (Harrison Accounting and Tax from Scott Harrison) per
hour $60.00 $60.00
Trademark logo expense $464.00 $464.00
Security System (do it yourself security system) $179.00 $179.00
wifi $250.00 $250.00
Cable Monthly $47 $564.00

60
GenWine
Opening Balance Sheet
as of 05 23 2015
$ $ $
Current Assets:
Cash $6,200,000.00
Accounts Receivable $0.00
Inventory (units x retail cost) 5,895.30
Supplies (office supplies) $2,495.62
Prepaid Expenses (insurance, rent, etc.) $10,135.25
Total Current Assets $6,218,526.17
Fixed Assets
Equipment $27,724.21
Total Fixed Assets $27,724.21
Total Assets $6,246,250.38
Current Liabilities
Accounts payable $0.00
Accrued Wages $650.00
Interest payable $0.00

61
Taxes payable $1,102.50
Total Current Liabilities $1,752.50
Long term Liabilities
Notes payable $5,350,576.60
Total Long Term Liabilities $5,350,576.60
Total Liabilities $5,352,329.10
Owner Equity
Owner Equity $893,921.00
Total Owner Equity $893,921.00
Total Liabilities and Owner Equity $6,246,250.10
Current Ratio
3548.37
4419 3548.37441
Debt to Equity Ratio:
5.98747
4397 5.98747439

62
Projected Income Statement
For year ending 2015
$ $ $
Revenues:
Projected Sales Revenue
$521,1
44.52
Net Revenue: $521,144.52
Cost of Goods Sold:
Beginning Inventory $5,895.30
Add Purchases $300,659.71
Cost of Goods available for sale $306,555.00
Less Ending Inventory
Cost of Goods Sold $382,200.00
Gross Profit $138,944.50
Expenses:
alcohol permit (type of license:by drink) $50
business license (on premise wine only Hampton, Va) $40
Wages (8 employees) 93,080
Rent 1,700 square feet, per year 28,800
Electricity 2,100

63
water 1,440
Gas (Virginia Natural Gas) $132
Attorney Fee 2,000
Accountant Fee (Harrison Accounting and Tax from Scott
Harrison) per hour $60
Trademark logo expense $464
Security System $179
Wi-Fi $250
Cable $564
Total Expenses $129,159.00
Net Income 9,785.50
Profit Margin: $9,785.50 / $521,144.50 = 1.88%
Inventory Turnover: $382,200 / $5,895.30 = 64.83

64
GenWine
Projections Years 2 - 5
Items Year 2 Year 3 Year 4 Year 5
Net Revenue (Year 1: $521,144.52) $752,764.28 $1,129,146.42 $1,806,634.27 $3,071,278.26
Cost of Goods Sold (Year 1: $382,200) $550,368.00 $792,529.92 $1,141,243.08 $1,643,390.04
Gross Profit (Year 1: $138,944.5) $202,396.28 $336,616.50 $665,391.19 $1,427,888.22
Expenses (Year 1: $129,159) $129,159.00 $152,429.00 $152,429.00 $175,699.00
Net income (Year 1: $9,785.50) $73,237.28 $184,187.50 $512,962.19 $1,252,182.22
Profit Margin (Year 1: 1.88%) 9.73% 16.31% 28.39% 40.77%
Inventory Turnover (Year 1: 64.83) 31.12 11.20 12.91 12.12

65
TIMELINE
Actions Who Date Done
First meeting : identify business, set ground rules,
develop timeline, work on interim #1
Facilitator:
Harley
1/30
Interim Report #1 due 2/4
Second group meeting: go into detail about
location, competitors, and products, target
market, brainstorm marketing techniques
Facilitator:
Ally
2/12
Third group meeting: go into detail about the
action plan: go over the milestones, what is it that
we are trying to achieve from this?, come up with
sale numbers, financial forecasting, and our
funding source
Facilitator:
Lindsey
2/19
Visit Williamsburg Winery and gain information
on the wine tasting and wine making
Anyone who
can go
TBA
Fourth group meeting: prepare finishing touches
on the interim report #2 (financial statements)
Facilitator:
Stephen
2/26
Interim Report #2 due: Financial statements 2/27
Fifth group meeting: set up Survey Monkey and
distribute to friends in the age range of our target
market (25-30) and outside of the age range of
our target market in order to receive outliers.
Facilitator:
Ryan
3/12

66
Interim team evaluation (in class) 4/13
Sixth group meeting: collect the data from the
Survey Monkey and incorporate that into our
business; based on the customer needs, what do
we need to do?
Facilitator:
Harley
3/19
Seventh group meeting: prepare for final draft Facilitator:
Ally
3/26
Final draft due 4/1
Final Draft meeting with professor McGreevy ALL 4/1
Eighth group meeting: prepare for final business
plan, complete finishing touches on the research
Facilitator:
Lindsey
4/2
Final business plan due 4/8
Ninth group meeting: Review presentation Facilitator:
Stephen
4/9
Check over all sections and discuss presentation
and assign pieces to look at over the weekend
ALL 4/10-4/11
Meet and prepare and practice presentation ALL 4/12
Final team evaluation due 4/13
Presentation! 4/13
*ADDITIONAL MEETINGS WILL BE
CALLED TO ORDER IF NEEDED*

67
BUSN 303 FUNDAMENTALS OF BUSINESS
DEBRIEF FOR BUSINESS PLAN MEETING
Date: January 29, 2015
(The facilitator will ask the three questions below, one at a time, as listed. Record individual
responses, do not summarize. Remember the focus is on process – the goal is to improve the
efficiency and effectiveness of your team meetings as you progress through the term)
What were we saying or doing that helped?
Our ideas are all over the place and cannot seem to pick just one idea.
What were we saying or doing that hindered?
We were all talking at once, had multiple ideas
What will we do differently for next meeting?
We will comminute more efficiently.
Facilitator: Harley Hicks
Rev 08/

68
Date: February 5, 2015
We all listened to ideas of others
We may or may not have considered others feelings or thoughts whole making decisions and
saying the first thing that came to our mind
. be considerate of others
Facilitator: Ally Sahagun
Rev 08/

69
Date: February 19,2015
We were coming up with multiple great ideas and sharing them with others
Not all team members brought their laptops, therefore we were not all allowed to work
Bring our laptops so we can all work together
Facilitator: Stephen Clausing
Rev 08/

70
Date: March 11, 2015
We seemed to be working better as a team, combining everyone’s inputs together as one
Some people are seen as doing more work than others
Continue to progress as a team and split up the work so it is evenly divided
Facilitator: Ryan Carwile
Rev 08/

71
Date: March 18, 2015
We divided up team work and helped each other out
Not mentally being present at the meeting
Brainstorm Advertising ideas so we can come together at the next meeting with slogans and
signs etc.
Facilitator: Harley Hicks
Rev 08/

72
Date: April 2nd
, 2015
Divided up the rest of the work
Needed to decided which slogan to use
Send out an email to vote on which slogan we want therefore there is no longer a confusion on
the different advertisements.
Facilitator: Lindsey
Rev 08/

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