a salad experience
Our Story
Our Story
Todd & Hunter Move fromWashington Apples to the Big Apple   Our Story
Our Story             MA                  NH                     A   TT                              AN                   ...
Our StoryMA     NH        A   TT                 AN                             QU                               EEN      ...
Our Story
Our Story50+ Million Profit      Long LinesFresh, Healthy &    Hundreds of Salad Quick Options        Spots in NYC
a salad experience
Our mission is to establish DICEDas the most convenient, fun andfresh destination for healthy anddelicious salads that are...
ConceptFRES   DICED will pride itself on food that       is natural, fresh, healthy and       delicious. We truly believe ...
ConceptFAST       With the DICED experience, a customer       is able to get in and out quickly (under       10 minutes) w...
ConceptUNIQ   At DICED, each salad will be made       directly in front of the customer by our       friendly staff. Our s...
ConceptFUN      From our smile-friendly staff to the colorful      visuals of greens, veggies and proteins      prepped an...
ConceptCATE   Our catering service and large takeout orders       will provide the perfect meal for corporate       meetin...
Our competition
National CompetitionPitch Deck | Concept | October 2012
National Competition                                        Brand      FearCompetitor        Stores   Locations   Strength...
National Competition                                                                                     Brand      Fear  ...
Regional CompetitionPitch Deck | Concept | October 2012
Regional Competition                                    Brand      FearCompetitor    Stores   Locations   Strength   Facto...
Regional Competition                                   Brand      FearCompetitor   Stores   Locations   Strength   Factor ...
Local CompetitionPitch Deck | Concept | October 2012
Local Competition                                        Brand      FearCompetitor       Stores    Locations   Strength   ...
Local Competition                                        Brand      FearCompetitor       Stores    Locations   Strength   ...
Local Competition                                                 South Lake UnionQueen Anne                              ...
The DICED Experience
StoreTAST   DICED caters to a customer interested       in a healthy, fresh, fast and delicious       food that will leave...
StoreDICI   From our smile-friendly staff to the       colorful visuals of greens, veggies and       proteins prepped and ...
StoreTECHN OLOG        Use our smartphone and tablet app to        not only order on the go and earn        loyalty points...
StoreDiET       The health-minded consumer will have a fully       transparent understanding of the nutritional       inta...
StoreSTORE    This is DICED—a salad experience. Modeling    the best features of salad focused fast casual    restaurants ...
StorePitch Deck | Concept | October 2012
StorePitch Deck | Concept | October 2012
Long Term Vision
First Store                       LocationSOUTH LAKE UNIONDowntown Bellevue                    Pitch Deck | Concept | Octo...
LocationPitch Deck | Concept | October 2012
LocationPitch Deck | Concept | October 2012
Long Term Vision                  Location              Location                    Pitch Deck | Concept | October 2012
Long Term Vision                                                    Location STOR Establish strong presence/model in Great...
Long Term Vision                                                     Location STOR Establish strong presence/model in Grea...
Long Term Vision                                                     Location STOR Establish strong presence/model in Grea...
Long Term Vision                                                                                            Location STOR ...
Long Term Vision                                                                                            Location STOR ...
Long Term Vision                                                                                            Location STOR ...
Menu
Menu                                                             a salad experience                                       ...
Menu                                                            a salad experience                                        ...
The Western                                         Price    Calories   DICED Vegan Cobb                                  ...
Marketing Strategy
MarketingPaid Marketing:                                  Non-Paid Marketing:  PR  Work with local PR firm Green Rubino to ...
MarketingPaid Marketing:                                  Non-Paid Marketing:  PR  Work with local PR firm Green Rubino to ...
MarketingPaid Marketing:                                  Non-Paid Marketing:  PR  Work with local PR firm Green Rubino to ...
MarketingPaid Marketing:                                  Non-Paid Marketing:  PR  Work with local PR firm Green Rubino to ...
MarketingPaid Marketing:                                  Non-Paid Marketing:  PR  Work with local PR firm Green Rubino to ...
Financials
Use of ProceedsInsurance                                                                                                  ...
Final Projections Summary                                         Final ProjectionsSummary P&LSummary P&L 13              ...
Exit StrategyWith proper build out of our initial locations, concept and most importantly –our brand, we see DICED as a na...
Exit StrategyWith proper build out of our initial locations, concept and most importantly –our brand, we see DICED as a na...
a salad experience
This is DICED—a salad experience.Modeling the best features of salad-focused fast casual restaurants thathave found succes...
Meet the team    Todd Fishman – Co-Founder/Operator- Seattle University MBA in Entrepreneurship, 2010- Led East coast laun...
a salad experience
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  • Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
  • Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
  • Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
  • Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
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  • Two boys from seattle, noticed this salad trend in NYC, loved the creativity and freshness of a build your own salad. Realized there was no business with this platform in Seattle, and believe it has the right approach to be successful in that environment.\n
  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
  • Section 2: Concept \nOur mission is to establish DICED as the most convenient, fun and fresh destination for healthy and delicious salads that are served quickly with a smile.\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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  • Section 2: Concept \n\nReally getting the feel of the DICED brand and experience. This should include elements of the mood board but overlayed with easy-to-read a concise set of descriptors or images or graphics that we can continue to tell a story around. \n\nSuggested descriptors to emphasize…Could have the text or in imagery\n\n•Healthy (daily produce, made fresh, bought local/organic (when possible))\noDICED Diet, Nutrition tracking apps, healthy living suggestions within community\n•Catering heavy\n•Fresh and Fast (Salad in under 10 minutes)\n•Fun- Unique (atmosphere is upbeat, positive, energy), customer suggested menu items \n•Delicious \n•Clean venue and friendly staff\n\n
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  • Final diced deck.key

    1. 1. a salad experience
    2. 2. Our Story
    3. 3. Our Story
    4. 4. Todd & Hunter Move fromWashington Apples to the Big Apple Our Story
    5. 5. Our Story MA NH A TT AN QU EEN S BR OO KL YNNEW JERSEY
    6. 6. Our StoryMA NH A TT AN QU EEN S BR OO KL YN
    7. 7. Our Story
    8. 8. Our Story50+ Million Profit Long LinesFresh, Healthy & Hundreds of Salad Quick Options Spots in NYC
    9. 9. a salad experience
    10. 10. Our mission is to establish DICEDas the most convenient, fun andfresh destination for healthy anddelicious salads that are servedquickly with a smile.
    11. 11. ConceptFRES DICED will pride itself on food that is natural, fresh, healthy and delicious. We truly believe that you can’t go wrong by combining fresh H produce and/or proteins with full- flavored. Pitch Deck | Concept | October 2012
    12. 12. ConceptFAST With the DICED experience, a customer is able to get in and out quickly (under 10 minutes) without sacrificing the integrity of great customer service or delicious food. Pitch Deck | Concept | October 2012
    13. 13. ConceptUNIQ At DICED, each salad will be made directly in front of the customer by our friendly staff. Our salad makers will guide the customers down the line, UE adding whole fresh ingredients to their individualized metal bowl. Pitch Deck | Concept | October 2012
    14. 14. ConceptFUN From our smile-friendly staff to the colorful visuals of greens, veggies and proteins prepped and DICED right in front of their eyes. Our goal is that every customer comes away with a refreshing “taste in their mouths”. Pitch Deck | Concept | October 2012
    15. 15. ConceptCATE Our catering service and large takeout orders will provide the perfect meal for corporate meetings, group picnics on the lake, dinner parties, and other events. Allow us to reachRING new customers and better utilize our kitchen capacity. Pitch Deck | Concept | October 2012
    16. 16. Our competition
    17. 17. National CompetitionPitch Deck | Concept | October 2012
    18. 18. National Competition Brand FearCompetitor Stores Locations Strength Factor $ Rev.Freshii 50 15+ 8.5 9 50 M + NY, NJ,Just Salad 12 Hong Kong 6.5 6 16 M +Chop’t 17 DC, NY 9 8 51 M +Tender Greens 8 CA 8 6 33 M +Salad Works 100 10+ 5 8 35 MFresh & Co. 5 NY 7 4 15 M +Snappy Salads 3 TX 8 4 5MSalad Creations 50 20+ 5 7 4M DC, MD, 8 4 25 M +Sweet Green 13 PA, VAMad Greens 10 CO 7.5 4 8MTossed 20 NY, CA 7 8 30 M Pitch Deck | Concept | October 2012
    19. 19. National Competition Brand Fear Competitor Stores Locations Strength Factor $ Rev. Freshii 50 15+ 8.5 9 50 M + Chop’t 17 DC, NY 9 8 51 M + Salad Works 100 10+ 5 8 35 M*Brand Strength is based on 1) observing the brands current performance 2)accessing the relevant beliefs, associations and attitudes of the consumers mindand 3) the brands future performance and profit streams based on 1) & 2).**Fear Factor is an index the we created based on 1) similarity to concept 2)proximity to market and 3) aggression-level of expansion. Pitch Deck | Concept | October 2012
    20. 20. Regional CompetitionPitch Deck | Concept | October 2012
    21. 21. Regional Competition Brand FearCompetitor Stores Locations Strength Factor $ Rev.Saladworks 50 10 8.5 8 35 M +Tossed 20 NY, CA 7 8 30 M+Lemonade 10 CA 8 5 15 M+Plutos 8 CA 9 7 12 M+Mixt Greens 6 CA 8 8 12 M+ Pitch Deck | Concept | October 2012
    22. 22. Regional Competition Brand FearCompetitor Stores Locations Strength Factor $ Rev.Saladworks 50 10 8.5 8 35 M +Tossed 20 NY, CA 7 8 30 M+ Pitch Deck | Concept | October 2012
    23. 23. Local CompetitionPitch Deck | Concept | October 2012
    24. 24. Local Competition Brand FearCompetitor Stores Locations Strength Factor $ Rev.Veggie Grill 10 WA, OR, CA 6 6 20 M +Seattle Salads 1 WA 5 5 >1 M+Toss’d 1 WA 5 4 >1 M+Ill Fornaio 1 WA 5 5 >1 M+ Pitch Deck | Concept | October 2012
    25. 25. Local Competition Brand FearCompetitor Stores Locations Strength Factor $ Rev.Veggie Grill 10 WA, OR, CA 6 6 20 M +Seattle Salads 1 WA 5 5 >1 M+ Pitch Deck | Concept | October 2012
    26. 26. Local Competition South Lake UnionQueen Anne Veggie Grill South Lake Union Seattle Center Seattle Salads Ill Fornaio in Madison Park > D ow nt ow n Capital Hill Toss’d
    27. 27. The DICED Experience
    28. 28. StoreTAST DICED caters to a customer interested in a healthy, fresh, fast and delicious food that will leave them satisfied, energized and quickly able to get back E to work without the crash of a sandwich, burrito or burger. Pitch Deck | Concept | October 2012
    29. 29. StoreDICI From our smile-friendly staff to the colorful visuals of greens, veggies and proteins prepped and DICED right in front of their eyes. Our goal is that every NG customer comes away with a refreshing “taste in their mouths”. Pitch Deck | Concept | October 2012
    30. 30. StoreTECHN OLOG Use our smartphone and tablet app to not only order on the go and earn loyalty points, but to track nutritional intake as well through your profile. Pitch Deck | Concept | October 2012
    31. 31. StoreDiET The health-minded consumer will have a fully transparent understanding of the nutritional intake of any meal served at DICED. This can be tracked using our website or app and at POS, leaving them satisfied from appetite and dietary intake. Pitch Deck | Concept | October 2012
    32. 32. StoreSTORE This is DICED—a salad experience. Modeling the best features of salad focused fast casual restaurants that have found success in other markets, we will create a new option for Seattle residents looking for a fun and healthy meal. Pitch Deck | Concept | October 2012
    33. 33. StorePitch Deck | Concept | October 2012
    34. 34. StorePitch Deck | Concept | October 2012
    35. 35. Long Term Vision
    36. 36. First Store LocationSOUTH LAKE UNIONDowntown Bellevue Pitch Deck | Concept | October 2012
    37. 37. LocationPitch Deck | Concept | October 2012
    38. 38. LocationPitch Deck | Concept | October 2012
    39. 39. Long Term Vision Location Location Pitch Deck | Concept | October 2012
    40. 40. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. Location Pitch Deck | Concept | October 2012
    41. 41. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. STORE Further Seattle-area market expansion – South Lake Union (1), Downtown Seattle CBD/Retail core (3), Downtown Bellevue (2), University Village (1), Freemont/Wallingford (1), Ballard (1), Capitol Hill (1), University District (1). Location Pitch Deck | Concept | October 2012
    42. 42. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. STORE Further Seattle-area market expansion – South Lake Union (1), Downtown Seattle CBD/Retail core (3), Downtown Bellevue (2), University Village (1), Freemont/Wallingford (1), Ballard (1), Capitol Hill (1), University District (1). STORE Location Beginning of expansion to sizeable markets outside of Seattle area – Tacoma (1), Portland (3) Vancouver BC (3), San Francisco (6). Pitch Deck | Concept | October 2012
    43. 43. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. STORE Further regional expansion – Tacoma (1), Portland (3) Vancouver BC (5), San Francisco (5). STORE Further Seattle-area market expansion – South Lake Union (1), Downtown Seattle CBD/Retail core (3), Downtown Bellevue (2), University Village (1), Freemont/Wallingford (1), Ballard (1), Capitol Hill (1), University District (1). STORE Location Beginning of expansion to sizeable markets outside of Seattle area – Tacoma (1), Portland (3) Vancouver BC (3), San Francisco (6). Pitch Deck | Concept | October 2012
    44. 44. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. STORE Further regional expansion – Tacoma (1), Portland (3) Vancouver BC (5), San Francisco (5). STORE Further Seattle-area market expansion – South STORE Full scale West Coast expansion, with buzz and branding beginning to gain traction on a Lake Union (1), Downtown Seattle CBD/Retail core (3), Downtown Bellevue (2), University national level. Continuation of large Western Village (1), Freemont/Wallingford (1), Ballard (1), market expansion – Tempe (1), Scottsdale (2), Capitol Hill (1), University District (1). Tucson (2), Las Vegas (4), San Diego (2), Los Angeles County (6). STORE Location Beginning of expansion to sizeable markets outside of Seattle area – Tacoma (1), Portland (3) Vancouver BC (3), San Francisco (6). Pitch Deck | Concept | October 2012
    45. 45. Long Term Vision Location STOR Establish strong presence/model in Greater Seattle area – South Lake Union or Downtown Bellevue. STORE Further regional expansion – Tacoma (1), Portland (3) Vancouver BC (5), San Francisco (5). STORE Further Seattle-area market expansion – South STORE Full scale West Coast expansion, with buzz and branding beginning to gain traction on a Lake Union (1), Downtown Seattle CBD/Retail core (3), Downtown Bellevue (2), University national level. Continuation of large Western Village (1), Freemont/Wallingford (1), Ballard (1), market expansion – Tempe (1), Scottsdale (2), Capitol Hill (1), University District (1). Tucson (2), Las Vegas (4), San Diego (2), Los Angeles County (6). STORE Location Beginning of expansion to sizeable markets outside of Seattle area – Tacoma (1), Portland (3) Vancouver BC (3), San Francisco (6). FURTHER Pitch Deck | Concept | October 2012
    46. 46. Menu
    47. 47. Menu a salad experience FEATURED SALADSThe Western Price Calories DICED Vegan Cobb Price CaloriesAvocado, tomato, corn, pepper jack cheese, $8. 99 350 Spinach, black olives, cherry tomatoes, avocado, $8. 99 340jicama, garlic croutons, jalepeno, diced with mandarin oranges, kidney beans, hearts of palm,romaine lettuce, Grilled Chicken, faux bacon, Tempeh BaconLow Fat Ranch DICED Vegan Ranch‘Pioneer Steak Salad’ Price Calories DICED Waldorf Price CaloriesSteak, bleu cheese, romaine, tomatoes, green bell $8. 99 340 Arugala, Roasted Beets, Roasted nut, apples, $8. 99 340pepper carrot, red onion, bacon crumbles, Diced grapes, goat cheese, S&P, olive oilZesty Tender Steak DICED Zest Blue Cheese Raspberry VinnegaretteDICED Classic Ceasar Price CaloriesRomaine, crutons, parmesan cheese, Diced Garlic $8. 99 340Caesar, Grilled Chicken Tender SteakDICED Lemon CaeasarRomaine, egg, bacon, avocado, chicken, water-cress, tomato, cheese Grillen Chicken Price $8. 99 Calories 340 PREMIUM SALADSDICED Zest Blue Cheese The Hunstman Price CaloriesNicoise Price Calories Mesclun, Chicken, Mushrooms, black beans, $8. 99 340Green beans, spinach, potato, tuna, black olives, $8. 99 340 cranberries, cucumbers, cherry tomatoes, redtomato, onion, egg. Albacore Tuna, DICED House onions, salt and pepper Chicken DICED TangyVinnegarette Honey Mustard Italian DICED Salad Price CaloriesThe I.D. Price Calories Turkey, salami, garbonzo beans, basil, romaine, $8. 99 340Spinach, cashews, baby orange, cabbage, $8. 99 340 tomatoes, swiss cheese, parmesan, somethingedemame, crispy noodles grilled chicken Grilled crispy Turkey/Salami Italian DressingChicken5 Spice Carrott Ginger Big Shrimpin Price CaloriesKalamata Klassic’ Price Calories costco shrimp, romaine, tomatoes, avocado, corn, $8. 99 340Romain, feta, green pepper, english cucumber, red $8. 99 340 cilantro Hearts of palm Artichoke hearts Beansonion, yellow pepper, cherry tomatoes, Grilled Shrimp White BalsamicChicken, Falafel Herb-Lemon House DressingFive Bean Vegatarian Price Calories Momma Lisas DICED Curry Chicken Salad Price CaloriesSpinach, kidney beans, ganbanzo beans, green $8. 99 340 Spinach, Momma Lisas famous curry chicken $8. 99 340beans, lima beans, black beans, avocado salad - grapes, celery DICED Curry Chicken SaladHouse Vinnegarette Special DICED House Curry DICED DIET PLANThe Western Price Calories DICED Vegan Cobb Price CaloriesAvocado, tomato, corn, pepper jack cheese, $8. 99 350 Spinach, black olives, cherry tomatoes, avocado, $8. 99 340jicama, garlic croutons, jalepeno, diced with mandarin oranges, kidney beans, hearts of palm,romaine lettuce, Grilled Chicken, faux bacon, Tempeh BaconLow Fat Ranch DICED Vegan Ranch‘Pioneer Steak Salad’ Price Calories DICED Waldorf Price CaloriesSteak, bleu cheese, romaine, tomatoes, green bell $8. 99 340 Arugala, Roasted Beets, Roasted nut, apples, $8. 99 340pepper carrot, red onion, bacon crumbles, Diced grapes, goat cheese, S&P, olive oilZesty Tender Steak DICED Zest Blue Cheese Raspberry Vinnegarette‘Pioneer Steak Salad’ Price Calories DICED Waldorf Price CaloriesSteak, bleu cheese, romaine, tomatoes, green bell $8. 99 340 Arugala, Roasted Beets, Roasted nut, apples, $8. 99 340pepper carrot, red onion, bacon crumbles, Diced grapes, goat cheese, S&P, olive oilZesty Tender Steak DICED Zest Blue Cheese Raspberry Vinnegarette Seattle, WA South Lake Union Bellevue, WA Downtown Bellevue
    48. 48. Menu a salad experience FEATURED SALADSThe Western Price Calories DICED Vegan Cobb Price CaloriesAvocado, tomato, corn, pepper jack cheese, $8. 99 350 Spinach, black olives, cherry tomatoes, avocado, $8. 99 340jicama, garlic croutons, jalepeno, diced with mandarin oranges, kidney beans, hearts of palm,romaine lettuce, Grilled Chicken, faux bacon, Tempeh BaconLow Fat Ranch DICED Vegan Ranch‘Pioneer Steak Salad’ Price Calories DICED Waldorf Price CaloriesSteak, bleu cheese, romaine, tomatoes, green bell $8. 99 340 Arugala, Roasted Beets, Roasted nut, apples, $8. 99 340pepper carrot, red onion, bacon crumbles, Diced grapes, goat cheese, S&P, olive oilZesty Tender Steak DICED Zest Blue Cheese Raspberry VinnegaretteDICED Classic Ceasar Price Calories
    49. 49. The Western Price Calories DICED Vegan Cobb Price CaloriesAvocado, tomato, corn, pepper jack cheese, $8. 99 350 Spinach, black olives, cherry tomatoes, avocado, $8. 99 340jicama, garlic croutons, jalepeno, diced with mandarin oranges, kidney beans, hearts of palm, Menuromaine lettuce, Grilled Chicken, faux bacon, Tempeh BaconLow Fat Ranch DICED Vegan Ranch‘Pioneer Steak Salad’ Price Calories DICED Waldorf Price CaloriesSteak, bleu cheese, romaine, tomatoes, green bell $8. 99 340 Arugala, Roasted Beets, Roasted nut, apples, $8. 99 340pepper carrot, red onion, bacon crumbles, Diced grapes, goat cheese, S&P, olive oilZesty Tender Steak DICED Zest Blue Cheese Raspberry VinnegaretteDICED Classic Ceasar Price CaloriesRomaine, crutons, parmesan cheese, Diced Garlic $8. 99 340Caesar, Grilled Chicken Tender SteakDICED Lemon CaeasarRomaine, egg, bacon, avocado, chicken, water-cress, tomato, cheese Grillen Chicken Price $8. 99 Calories 340 PREMIUM SALADSDICED Zest Blue Cheese The Hunstman Price CaloriesNicoise Price Calories Mesclun, Chicken, Mushrooms, black beans, $8. 99 340Green beans, spinach, potato, tuna, black olives, $8. 99 340 cranberries, cucumbers, cherry tomatoes, redtomato, onion, egg. Albacore Tuna, DICED House onions, salt and pepper Chicken DICED TangyVinnegarette Honey Mustard Italian DICED Salad Price CaloriesThe I.D. Price Calories Turkey, salami, garbonzo beans, basil, romaine, $8. 99 340Spinach, cashews, baby orange, cabbage, $8. 99 340 tomatoes, swiss cheese, parmesan, somethingedemame, crispy noodles grilled chicken Grilled crispy Turkey/Salami Italian DressingChicken5 Spice Carrott Ginger Big Shrimpin Price CaloriesKalamata Klassic’ Price Calories costco shrimp, romaine, tomatoes, avocado, corn, $8. 99 340Romain, feta, green pepper, english cucumber, red $8. 99 340 cilantro Hearts of palm Artichoke hearts Beansonion, yellow pepper, cherry tomatoes, Grilled Shrimp White BalsamicChicken, Falafel Herb-Lemon House DressingFive Bean Vegatarian Price Calories Momma Lisas DICED Curry Chicken Salad Price CaloriesSpinach, kidney beans, ganbanzo beans, green $8. 99 340 Spinach, Momma Lisas famous curry chicken $8. 99 340beans, lima beans, black beans, avocado salad - grapes, celery DICED Curry Chicken SaladHouse Vinnegarette Special DICED House Curry
    50. 50. Marketing Strategy
    51. 51. MarketingPaid Marketing: Non-Paid Marketing: PR Work with local PR firm Green Rubino to build SOCIAL Twitter, Facebook, Pinterest, 4square, Digg. press around our story of “two local boys” Development of channels for each and to be operated by management. Marketing Both print radio marketing: The Seattle SOCIAL Yelp, City Search, Trip Advisor, Urban Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and MARKETING products. Pitch Deck | Concept | October 2012
    52. 52. MarketingPaid Marketing: Non-Paid Marketing: PR Work with local PR firm Green Rubino to build SOCIAL Twitter, Facebook, Pinterest, 4square, Digg. press around our story of “two local boys” Development of channels for each and to be operated by management. Marketing Both print radio marketing: The Seattle SOCIAL Yelp, City Search, Trip Advisor, Urban Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and MARKETING products. Pitch Deck | Concept | October 2012
    53. 53. MarketingPaid Marketing: Non-Paid Marketing: PR Work with local PR firm Green Rubino to build SOCIAL Twitter, Facebook, Pinterest, 4square, Digg. press around our story of “two local boys” Development of channels for each and to be operated by management. Marketing Both print radio marketing: The Seattle SOCIAL Yelp, City Search, Trip Advisor, Urban Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and MARKETING products. Pitch Deck | Concept | October 2012
    54. 54. MarketingPaid Marketing: Non-Paid Marketing: PR Work with local PR firm Green Rubino to build SOCIAL Twitter, Facebook, Pinterest, 4square, Digg. press around our story of “two local boys” Development of channels for each and to be operated by management. Marketing Both print radio marketing: The Seattle SOCIAL Yelp, City Search, Trip Advisor, Urban Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and MARKETING products. Pitch Deck | Concept | October 2012
    55. 55. MarketingPaid Marketing: Non-Paid Marketing: PR Work with local PR firm Green Rubino to build SOCIAL Twitter, Facebook, Pinterest, 4square, Digg. press around our story of “two local boys” Development of channels for each and to be operated by management. Marketing Both print radio marketing: The Seattle SOCIAL Yelp, City Search, Trip Advisor, Urban Times, Puget Sound Business Journal, Seattle Spoon, Seamless Web. Monitor reviews and Business Weekly, Seattle Magazine, etc. customers responses to DICED brand and MARKETING products. Pitch Deck | Concept | October 2012
    56. 56. Financials
    57. 57. Use of ProceedsInsurance 4,000Equipment, fixtures, construction, design, remodeling, leasehold improvements and decorating 190,000Point of Sale system/Software 25000Opening Inventory 10000Security deposits (4x rent), utility deposits, business licenses, and other prepaid expenses 32000Organizational expense – fees to accountant/attorney (paid upfront and pro-rated) 15000Uniforms 2000Menu Board and Signs 5000Printed Menus 1000Security Equipt 3000Furniture 11000Small Wares 4000Electronic equipment, telephone and internet installation 3000Initial Advertising and PR (Jan-Mar) 20000Additional Funds 75000Pre-Open Comp/bonus for new manager and deferred wages including wages for training) 40000Utilities 2500Consultant 25000Website/App 7000Branding/Designer/Webdesign 1500Domain/Server Costs/year (upfront) 1500Raise amount necessary (no dead rent): 477,500Plus 3 dead rent months: 22500Total Raise Amount: 500,000 Pitch Deck | Concept | October 2012
    58. 58. Final Projections Summary Final ProjectionsSummary P&LSummary P&L 13 Q1 Q2 Q3 Q4Equity/Debt Investment 500,000Sales $0 $225,411 $291,220 $264,274COGS 14,000 128,864 163,859 149,530Gross Profit -14,000 96,547 127,362 114,744Gross Margin% N/A 42.83% 43.73% 43.42%SG&A Costs 87,633 71,800 73,800 68,800Total Cost 101,633 200,664 237,659 218,330Pretax Profit -101,633 -76,887 -23,325 22,619Beginning & Investment Cash 500,000 52,367 77,113 130,675Ending Cash 52,367 77,113 130,675 176,619Cashflow -447,633 24,747 53,562 45,944Salary Headcount 3 3 3 3Store Count 1 1 1 1 Pitch Deck | Concept | October 2012
    59. 59. Exit StrategyWith proper build out of our initial locations, concept and most importantly –our brand, we see DICED as a natural candidate for acquisition in the growinghealthy fast-casual space. Pitch Deck | Concept | October 2012
    60. 60. Exit StrategyWith proper build out of our initial locations, concept and most importantly –our brand, we see DICED as a natural candidate for acquisition in the growinghealthy fast-casual space. Pitch Deck | Concept | October 2012
    61. 61. a salad experience
    62. 62. This is DICED—a salad experience.Modeling the best features of salad-focused fast casual restaurants thathave found success in other markets,we will create a new option forSeattle residents looking for a funand healthy meal.
    63. 63. Meet the team Todd Fishman – Co-Founder/Operator- Seattle University MBA in Entrepreneurship, 2010- Led East coast launch and expansion for Groupon Getaways with Expedia’s partnership ($50M per annum in Sales)- Managed the Eastern Hemisphere sales operations at Zozi.com’s Travel Platform Hunter Brooks – Co-Founder/Operator- University of Washington, Undergraduate Business, 2006- 6+ years of Digital Media and Marketing Experience- Managed over $75M in digital ad campaigns managed to date- Client Services, Account Management Sales Specialist Pitch Deck | Concept | October 2012
    64. 64. a salad experience

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