4. Objective
• Short Term:
– Establish the business
– Achieve profitability
– Obtain few but loyal customers
• Long Term:
– Comfortable environment + Excellent service
– Widen ethnic food offered around the community
5. Methodology
• City of Walnut – Facts
– 32,386 Residents in 8.9 sq. miles
– Majority are 55 to 59 years old at 20%
– Followed by 35 to 49 at 13.8%
8. Methodology
• A search for
“Restaurants”
within 5 miles
radius through
yelp yielded the
following
information:
• 304 Results
• 301 priced between $1 to $30
• 2 Steakhouses
• Most closes between 9 to 10pm
9. Methodology
• A search for
“Restaurants”
within 5 miles
radius through
yelp yielded the
following
information:
• Positive reviews
– Fresh/organic ingredients
– Close proximity to their house
– Good service
– “Warm and cozy” atmosphere
– Uniqueness
• Negative Reviews
– Long serving time
– Poorly maintained facility
– Cheap ingredients
10. Findings
1. Quality ingredient + excellent service
2. Menu and service adapted to Asian
customers
3. Nutritious ingredients to older population
4. Priced between $30 to $65 to fill demand
5. Open late for late-night workers
11. Business Impact
• Capturing our
customers
• Personnel
– Focus on delighting the
customer
– Bilingual in Chinese and
Tagalog
• Hours of Operation
– Late Night
• Keep the drinks flowing
12. Business Impact
• Budget
– Slightly higher then
normal
• ROI
– 14%
– Pay back about 6 years
or sooner
Budget
Rent
$300,000
Salary
$300,000
Food
$430,000
Getting
Started
$270,000
13. Expected Income
• Expected Rev : $1,944,000
• Expected Expense: $ 1,700,400
• Expected $243,600
Net Income
15. Sources
American Consumer Series, Initials. (2009). Racial and ethnic diversity : asians, blacks,
hispanics, native americans, and whites [ 6th ed. ]. Retrieved from http://go.galegroup.com.lib-
proxy.fullerton.edu/ps/aboutEbook.do?actionString=DO_DISPLAY_ABOUT_PAGE&inPS=true&pr
odId=GVRL&userGroupName=csuf_main&searchType=BasicSearchForm&docId=GALE|9781935
114512&contentSegment=9781935114512
City of Walnut. (2010). Demographics. Retrieved from
http://ci.walnut.ca.us/general.asp?id= 149
City of Walnut. (2010). Walnut's demographics, buying power, and market area. Retrieved
from http://ci.walnut.ca.us/upload/demographics_buying_power.pdf
City of Walnut. (2010). Opportunity. Retrieved from
http://ci.walnut.ca.us/upload/vacancies.pdf
CNN Money. (1, August 2009). Best Place to Live 2009, Retrieved from
http://money.cnn.com/ magazines/moneymag/bplive/2009/snapshots/ PL0683332.html
U.S. Department of Commerce, U.S. Census Bureau. (2010). 2007 economic census - los
angeles county Retrieved from http://factfinder.census.gov.lib-
proxy.fullerton.edu/servlet/IBQTable?_bm=y&-ds_name=EC0744A1&-geo_id=05000US06037&-
dataitem=*
Walnut (city) QuickFacts from the US Census Bureau. (2010). Retrieved from
http://quickfacts.census.gov.lib-proxy.fullerton.edu/qfd/states/06/0683332.html
U.S. Census Bureau. (2006-2008). American Community Survey 3-Year Estimates.
Retrieved from http://factfinder.census.gov.lib-proxy.fullerton.edu/servlet/ADPTable?_bm=y&-
qr_name=ACS_2008_3YR_G00_DP3YR3&-geo_id=16000US0683332&-gc_url=&-
ds_name=ACS_2008_3YR_G00_&-_lang=en.
Editor's Notes
We are proposing an Argentine steakhouse in the city of Walnut. Moderately price restaurant currently unavailable. An Argentine steakhouse will surpass the population’s need and focus on providing excellent service and quality.
Too detailed? Might need to be more broad.
What is the industry like?
Establish ourselves as expert
Make investment banker have a goal
Focus on primary research such as interview.
Ex. I talked to experts on the field, surveys.
Shows that you’re aggressive and trying to get it together.
Changed back to color since each category is hard to distinguish with black and white
Upscale restaurant, midrange restaurant, dive bar? What is it you’re trying to do and how will you execute it.
Decide on the perfect quiet location. Grand Opening Specials and advertisement. Advertise at Walnut family festival. 50% off entrée special with purchase of 1 entrée.
