In my branding class within the Strategic Design and Innovation Fellows at the University of Maryland, Robert H. Smith School of Business, I worked with four other students to create a retail concept for the National Eden's Retail Challenge. The scope of the project was to pitch an innovative retail idea in video form for the first round. In round two our team flushed out our idea and conducted primary and secondary research, made creative branding pieces, projected financials, and created a full marketing plan. After creating the 25 page business plan we presented our pitch to the Eden's judges.

2. Concept
To bring the concept of a beer garden indoors,
providing a unique social environment in
metropolitan areas through the combination
of sustainable practices, live entertainment,
refreshing beverages, small plates, and a
unique community atmosphere.

6. Primary Research Findings

7. Primary Research Findings

9. Competition

12. Beerhaus Menu
Our menu will be on a slimmer piece of
parchment paper with a thin, reflective gold
border. It will consist of small plates so
customers have the option of trying more
dishes and sharing with their company.

16. How Much Does It Cost?
Total Start-up Costs: $216,119.00
6 Months Rent
Demolition and Reconstruction
Equipment
Plants, Decor, and Plant Equipment
Licenses
Glassware, Kitchenware, & paper product
Alcohol
Food
Miscellaneous
Monthly Costs: $41,229.00
Yearly Costs: $494,748.00
Rent
Utilities
Insurance
Fees and Taxes
Alcohol
Food
Labor Salaries
Advertising
Plant Upkeep

17. Projected Revenues
● divided by day of the week, month, and year
● revenue comes from daily drink and food sales and
events each month
● To combat slower days and month we offer drink and
food specials

18. Year 1 Year 2 Year 3 Projections
Takes 17 months to turn a profit
Operating Expense decreases from 110%
of revenue in year 1 to 65% in year 3
Gross Margin percentage increases from
almost 38% in year 1 to almost 56% in
year 3.
This means Beerhaus makes $0.55 on
each dollar sold.
Revenue
$793,031.25
Costs
$878,827.33
Profit
-$85,796.08
Revenue
$893,025.00
Costs
$806,787.67
Profit
$86,237.33
Revenue
$1,113,862.50
Costs
$734,748.00
Profit
$379,114.50
3 Year Projections

19. Thank you! Any Questions?