Mulford LLC offers catering, personal chef services, and cooking classes with a focus on nutrition and sustainability. The business is run by owner William Mullin who has 30 years of experience in food services. Mulford LLC aims to educate clients about healthful eating while turning a profit. Financial projections estimate the business will earn $247,980 in the first year, growing to $318,931 in three years. Marketing will focus on referrals and relationships to build the business in a cost-effective manner. The strategic plan details Mulford LLC's mission, services, target markets, competition, and growth goals.

1. 1
Strategic Plan for
Mulford LLC

2. 2
Table of Contents
Executive summary…………………………3
Elevator pitch………………………………4
Mission Statement………………………….4
SWOT Analysis…………………………….4
Vision Statement…………………………...5
Metrics…………………………………..…5
Target Market……………………………....6
Industry Analysis………………………...…7
Competitive Analysis……………………….7
Marketing Plan……………………………...8
Operations…………………………………..8
Financial Projections………………………..9
Conclusion………………………………….10

3. 3
Executive Summary
Mulford LLC has a business model that allows for multiple revenue
generators including catering, classes and personal chef services. These can
all be run from one free-standing location in either a rental apartment with a
chef kitchen or a sizeable 5 bedroomhouse in which cooking classes can be
held, catering events can be prepared and overall food preparation can take
place. The emphasis in all services will be that of propernutrition and
sustainable farm to table practices. All business practices will be managed
by owner, William Mullin, who has vast experience managing kitchens and
30 years in the food industry.
The core values of Mulford LLC will be reflected in every food service that
the business will provide to the community and that is the idea that all food
should be nourishing and healthful as well as sustainable and grown and
served with sustainability in mind. For those who never learned about the
importance of sustainability, Mulford LLC is there to educate and enlighten.
While most classes will be for-profit, Mulford LLC also plans to give back
and provide proper food service education and training to those who are in
lower income levels that the typical catering client.
Through a strong referral network, word of mouth advertising and
promotions Mulford LLC has a marketing strategy that will built off of
existing clients and connections already made within the community.
Mulford LLC is in its growth stages and is already an established business
run by an owner who has decades of experience both as a chef and in kitchen
management.
Thought succient business and marketing practices as well as the ability to
provide high-quality, delicious meals to each and every event Mulford LLC
plans to be a full-time profitable business within three years of completing
the growth process and plans to be able to pay backany investor within two
years. The growth process will mostly entail moving to a bigger venue in
order to fill even more service requests and offer more to more people.

4. 4
Elevator Pitch
Mulford LLC is a total food services business offering catering, personal
chef services and classes all with nutrition and sustainability in mind.
Mission Statement
The mission of Mulford LLC is to educate and empower families and
working professionals with the ability to prepare and have access to
healthful, sustainable meals via training classes or personal chef services.
The path to health is paved with good nutrition and with good health
anything is possible!
SWOT Analysis
Strength
 Experience in business already
 Existing client list
 Low cost, effective market strategies
 A clear vision and mission in business
Weakness
 Will be a part time focus at first
 Juggling all services at once may prove
difficult
 Catering is a relationship-based business and
constant marketing must be done
Opportunity
 Denver market is booming
 Sustainability and health is a huge
focus in the Denver market
 Offering low cost, nonprofit food
services allows the business to seek
grants and funding
 Cross marketing of services
Threat
 Catering and health food services as
competitors
 Growth could happen too fast
 Indirect competitors such as big box stores and
home cooking
 Pricing analysis to make sure prices are market
appropriate

5. 5
Vision Statement
As Mulford LLC grows, as courtesy of this investment, the overall vision
and mission statement has stayed the same since the business inception.
Mulford LLC still intends to bring sustainable healthful food practices to all
clients whether that be through personal services, a healthy catered meal to
share with loved ones or a class where clients can learn to feed themselves
more conscientiously.
By staying in line with a professional and socially responsible business
model, Mulford LLC has an attainable goal of being able to pay investor
back in two years or less and to be profitable and full-time by year three.
These financial goals will be possible because Mulford LLC will be able to
offer multiple services and cross market those to both existing and previous
clients. Upfront costs taken on by Mulford LLC will be kept at a minimum
while still providing high quality service. This is possible because all
financial activity on each job is handled by those who are actually preparing
the food and will properly understand the costs involved.
Metrics
Catering, and food service in general, has a very high return rate for clients
as long as they are happy. Clients, whether they are individuals or
corporations, would utilize a food service vendor for any occasionif the
service was good the first time. In measuring the effectiveness of Mulford
LLC will need direct feedback from existing clients including reviews and
comment cards after events and classes. Mulford LLC will also actively ask
for digital reviews on social media, Thumbtack and Yelp.
All client inquiries (regardless of a hire or not) will be tracked on a
spreadsheet at first and then in an official CRM system. Notes for each hire
client will include how the client found the business, feedback, the
experience in working together and any upcoming communication.

6. 6
Target Market
As Mulford LLC grows and expands services, new aspects of the market
may present itself but primarily the business has been serving young
professionals with disposable income, families (especially those with special
diet needs) and established couples looking to throw an extravagant event
for friends and family. New target markets may include:
Catering
 Events- weddings, funerals, birthdays, anniversaries, reunions
 Work / Corporatefunctions
 Established couples throwing a family function
Classes
 Working professionals
 Newly married couples or those who are dating
 Young professionals just out of college
 Thosetrying to get healthy (IE: gym members, hikers, farmers market
shoppers)
Personal Chef Services
 Thosewith special diet needs
 Working professional families
 Thoseneeding to eat healthier or already doing so and just needing
assistance getting better at cooking

7. 7
Industry Analysis
The Denver catering market, and catering in general, can be hard to break
into as it is a relationship-based business. However, Mulford LLC already
has many contacts and clients in the Denver area.
While competition may be steep, both direct and indirect, the Denver
market is growing so fast that all industries can benefit. Denver is also a
great venue for this business because it is also still one of the fittest cities in
the nation with a strong desire to maintain a healthy lifestyle with
sustainable practices.
Competitive Analysis
The most competitive aspectof the business will be catering as there is a
myriad of direct and indirect competitors. Pricing, a large factor in
competition, is also subjective because a majority of costs will come from
labor and service. This will apply for all aspects of the services. Also, there
are a number of companies who offer both catering and chef services but not
as many which offer classes as well.
Catering Competitors:
 Direct- Big box and grocery stores, large catering companies,
individual catering companies
 Indirect- deciding to do it themselves,
 Pricing examples- determined per plate or added costto job. Varies.
Personal Chef Services:
 Direct: Individual chefs for hire, corporatechef companies,
 Indirect: Asking a friend to help, cookbooks, fastfood meals
 Pricing: a per meal rate- IE: $360 plus groceries, or hourly (IE: $44)
Classes:
 Direct: Cooking schools, classes offered in the community
 Indirect: YouTube, Learning at home,
 Pricing: Free to $200 per session

8. 8
Marketing Plan
The investment will be mainly for expansion services but there is
budget set in place for much needed marketing to help it grow well.
Currently Mulford LLC gains a majority of client via online services such as
Thumbtack and also thrives on referrals and word of mouth. This type of
success will also transfer to a great social media strategy and asking for
reviews. A referral program will be set in place.
Other digital focuses will include, in the future, Mulford LLC will
rely on a newly built website with a lead generation form. The site will
include menus, offerings and enticing photos so that folks can browse and
compare for themselves to see the quality they would be getting.
Also, becauseit is a relationship based business, marketing material
will be crucial to have at all events and classes including menus, flyers,
business cards for all managing staff. Some communication channels can
include:
 Thumbtack
 Referral network / program
 Website
 Contact List
 Forums for nutrition
 Social media
Operations
With expansion, Mulford LLC will have a list of tasks to complete to ensure
positive growth including:
 Hire catering and cooking staff
 Promote cooking projects
 Promote catering services
 Promote personal chef services
 Establish scheduled for cooking classes
 Organize schedule to keep catering, classes and chef services running
fluidly

9. 9
Financial Projections
Mulford LLC current pricing is as follows:
 Catering job costs usually total about 30% with a 70% profit
 Personal Chef services for special diets can be $30.00 to $40.00 (IE:
the same family of four 3 meals a day/ 1 week can be $1,120)
 Education classes are currently held at a costof $175 per participant
for 4 hours. Multiple people can attend at one time
Aside from business earnings, Mulford also plans to pursue grants in order
to be able to provide low or no costcooking and nutrition classes to families
in a lower income bracket within the next three years.
A typical month could look like this:
 4 Catering Jobs (1 per week): $5,000 (with $3,500 profit)
o $5,000 X 4 = $20,000
 2 Classes per month with 10 participants each: $3,500
 Personal Chef Services for 4 Families at 1 week a piece: $1,120
o $1,120 x 4 = $4480
Total monthly earnings: $27,980 (before subtracting expenses)
If this continued throughout the year, the business could expect to earn
$247,980. As more business is earned these numbers will change and
grow. The estimated rate of growth within the catering industry is
12% per year.
1st Year: $247,980
2nd Year: $284,760
3rd Year: $318,931

10. 10
Conclusion
Mulford LLC is a food services company with values rooted in providing
nutrition and education to all clients while practicing high quality techniques
and focusing on long-term sustainability and social responsibility. Clients
can come from all walks of life as long as they are focused on good nutrition
too. Through multiple offerings from the company it will ensure multiple
revenue streams and cross marketing throughout the business. This will also
help set the business apart from other competitors. Marketing will be
primarily relationship and referral driven, which will help keep costs low
and clients in constant communication thus allowing for remarketing. The
business is already established and run by someone who has decades of
experience with the field and is looking to grow an already successful
business. In the years to come, expansion will continue making Mulford
LLC a hit with both clients and investors considering the need for healthy
food and the steady growth rate.