The IndustryName and describe the market or industry that you will work within—in other words, the chosen “sandbox” where you will play.For market or industry descriptions see the North American Industry Classification System (NAICS) at www.census.gov/naics or industries at a glance at http://www.bls.gov/bls/industry.htmTalk about any trends and changes in the industry.Talk about whether the industry is growing and, if so, by how much. The ProductTalk about the product or service that you will sell.Talk about what sets the product or service apart from what is currently being sold to customers.Talk about any ways you can protect the product or service from being easily copied by the competition.Present any product pictures, drawings, or renderings you might have (on additional slides if necessary). The MarketThe idea for a market study is to tell the “story of the market” in numbers starting with the big picture and then narrowing down the data to a more detailed view. Use as many slides as you need and don’t clutter the information.Talk specifically about where your customers are located. Are they within a city, county, state, region, nation, or international place? Maps are good to use here if it makes sense.Talk about the numbers of customers in the market and possibly even what they spend on your kind of products and services.Present any community profiles for these places. The Census Bureau is a great place to find such information at www.census.govIf you are targeting business customers look at the Economic Census at http://www.census.gov/econ/census02/ for help. The Targeted CustomersTalk about your targeted customers. Remember, you can segment customers by type, buying behavior, location, and so on.Describe who they are by discussing some of the following things: (use multiple slides if needed)Demographics (characteristics they share in common)Buying Behavior (how and why they buy the product) Size (numbers of them / dollars they spend)Projected SalesTrends (growth / opportunities) Target Market StrategyFor your targeted customers, talk about how you will customize your marketing efforts to fit their needs.Remember, if this group of customers is really unique then something about your strategy must be different.Talk about…The Message: What slogan or positioning statement will you use for this target market?The Pricing: Will the pricing have to be different for this type of customer? If so, what price will you charge?Product Customization: Will the product or service have to be customized for this customer?Distribution: Will the product get to this customer? Target Market Sales ApproachTalk about your specific sales and promotional ideas for this target market which might include:Contact Sphere: What other businesses or professions might naturally refer this group of customers to your business?Advertising: What specific types of media will you use and at what cost?Public Relations: What kinds of media relati ...

1. The IndustryName and describe the market or industry that you
will work within—in other words, the chosen “sandbox” where
you will play.For market or industry descriptions see the North
American Industry Classification System (NAICS) at
www.census.gov/naics or industries at a glance at
http://www.bls.gov/bls/industry.htmTalk about any trends and
changes in the industry.Talk about whether the industry is
growing and, if so, by how much.
The ProductTalk about the product or service that you will
sell.Talk about what sets the product or service apart from what
is currently being sold to customers.Talk about any ways you
can protect the product or service from being easily copied by
the competition.Present any product pictures, drawings, or
renderings you might have (on additional slides if necessary).
The MarketThe idea for a market study is to tell the “story of
the market” in numbers starting with the big picture and then
narrowing down the data to a more detailed view. Use as many
slides as you need and don’t clutter the information.Talk
specifically about where your customers are located. Are they
within a city, county, state, region, nation, or international
place? Maps are good to use here if it makes sense.Talk about
the numbers of customers in the market and possibly even what
they spend on your kind of products and services.Present any
community profiles for these places. The Census Bureau is a

2. great place to find such information at www.census.govIf you
are targeting business customers look at the Economic Census at
http://www.census.gov/econ/census02/ for help.
The Targeted CustomersTalk about your targeted customers.
Remember, you can segment customers by type, buying
behavior, location, and so on.Describe who they are by
discussing some of the following things: (use multiple slides if
needed)Demographics (characteristics they share in
common)Buying Behavior (how and why they buy the product)
Size (numbers of them / dollars they spend)Projected
SalesTrends (growth / opportunities)
Target Market StrategyFor your targeted customers, talk about
how you will customize your marketing efforts to fit their
needs.Remember, if this group of customers is really unique
then something about your strategy must be different.Talk
about…The Message: What slogan or positioning statement
will you use for this target market?The Pricing: Will the
pricing have to be different for this type of customer? If so,
what price will you charge?Product Customization: Will the
product or service have to be customized for this
customer?Distribution: Will the product get to this customer?
Target Market Sales ApproachTalk about your specific sales and
promotional ideas for this target market which might
include:Contact Sphere: What other businesses or professions
might naturally refer this group of customers to your
business?Advertising: What specific types of media will you
use and at what cost?Public Relations: What kinds of media

3. relations, press releases, and events might you use to reach this
group of customers?Personal Selling: Do you require a sales
force to reach this group of customers? If so, how many and at
what cost?Sales Promotions: What kinds of sales tools might
you use? Discounts, coupons, loyalty programs?
Target Market DescriptionsDescriptionTarget Market #1Target
Market #2Target Market #3 NameLocal MarketCommuting
Workers & TouristsCommercial Events DescriptionPeople and
households within 7 miles of the restaurantPeople migrating
into Bartholomew County for work or tourismCommercial
business in Bartholomew County that need catering event
services DemographicsConsumers ages 21 to 54 / $54,000
average household incomeWorkers and Tourists ages 21 to
54Businesses from 20 to 300 employees Buying
BehaviorFrequent but small purchases (5 times per year at about
$9.00 per patron)Infrequent but larger purchases (1 time but
spends upward of $12.00 per patron)Infrequent but very large
purchases (2 events per year spending $600.00 per event) Size
(numbers/dollars)58,600 residents / 20,000 households / $58
million local market for restaurant sales9,000 daily commuters /
28,000 annual tourists400 businesses Projected
Sales$400,000$150,000$100,000 Trendsslow to moderate
growth / spending less on meals away from home on
averageGood growth / new arts theatre nearby should improve
trafficExcellent growth in company numbers and employment
trends

4. Target Market StrategiesStrategyTarget Market #1Target Market
#2Target Market #3 Positioning MessageThe Gourmet
Restaurant Where You Eat With Your HandsGourmet
Burritos…FastBig Burritos For Big Crowds PricingEntrees
between $4 and $6Entrees between $4 and $16Per head range
from $8 to $12 Product CustomizationLunch time speed is
largest considerationBanquet style service Distribution At
retail locationAt retail locationOn-site catering set-up and
service Contact SphereVisitors center, community
development, tourism bureau, hotel conciergesChamber of
commerce, HR managers, event planners, public relations
managers AdvertisingNewspaper, yellow pages, specialty
publications, websiteHotel brochures, tourism directory,
billboards, restaurant guideDirect mail, business section of
newspaper Public RelationsAnnual 5K charity run for

5. diabetes assn. Personal SellingPart-time banquet sales
coordinator Sales PromotionsDiscount coupons,
samplesHotel referral fees15% off first event promotion
HIGH

6. LEVEL
LOW
LEVEL
Competitive AnalysisCOMPANYWE CAN DO, THEY
CAN’TWE CAN’T DO, THEY CANCompetitor XCompetitor
YCompetitor Z
The Marketing ScheduleMediaAnnual CostYellow Pages (South
Central Edition)Category: Restaurants, Restaurant
Guide$3,600.00Newspaper (The Republic: Circulation
28,000)Ad Design Costs$800.00Media Costs (24 ads @
$328)$7800.00Direct Mail (Brochures and Special
Occasions)Distribution (5,000 @ $.50 per piece @ $.27

7. postage)$3,850.00Radio (QMIX 103 / Adult Contemporary &
WTIU/NPR)Media Costs (600 :30 second ads @ $6.20 per
spot)$3,720.00Total Annual Advertising and Media
Costs$19,770.00

8. The LocationTalk about where you will be located. If you are a
retailer or a service business where access and visibility is
important to the customer, talk about your proposed location.
Provide the address and talk about the accessibility, the
visibility, and the costs.Talk about the numbers and types of
customers that are located near your location. These numbers
are called “ring studies” because they detail the number of
customers in 1,3 and 5 mile rings from your location. See
www.easidemographics.com for free ring reports of your
location.Talk about any commuting and traffic patterns around
the location. Check with your state’s department of
transportation for these statistics.
Legal Structure Comparison
DELETE THIS SLIDECharacteristicsSole Proprietorship
General Partnership C
Corporation S
Corporation Limited Liability Company Formation No state
filing required Agreement between two or more parties. No state
filing required State filing required State filing required State
filing required Duration of Existence Dissolved if sole
proprietor ceases doing business or dies Dissolves upon death or
withdrawal of a partner unless safeguards are specified in a
partnership agreement Perpetual Perpetual Dependent on the
requirements imposed by the state of formation Liability Sole
proprietor has unlimited liability Partners have unlimited
liability Shareholders are typically not personably liable for the
debts of the corporation Shareholders are typically not
personally liable for the debts of the corporation Members are

9. not typically liable for the debts of the LLC Operational
Requirements Relatively few legal requirements Relatively few
legal requirements Board of directors, officers, annual
meetings, and annual reporting required Board of directors,
officers, annual meetings, and annual reporting required Some
formal requirements but less formal than corporations
Management Sole proprietor has full control of management and
operations Typically each partner has an equal voice, unless
otherwise arranged Managed by the directors, who are elected
by the shareholders Managed by the directors, who are elected
by the shareholders Members have an operating agreement that
outlines management Taxation Not a taxable entity. Sole
proprietor pays all taxes Not a taxable entity. Each partner pays
tax on his/her share of income and can deduct losses against
other sources of income Taxed at the entity level. If dividends
are distributed to shareholders, dividends are also taxed at the
individual level No tax at the entity level. Income/loss is passed
through to the shareholders If properly structured there is no tax
at the entity level. Income/loss is passed through to members
Pass Through Income/LossYes Yes No Yes Yes Double
Taxation No No Yes, if income is distributed to shareholders in
the form of dividends No No Cost of Creation None None State
filing fee required State filing fee required State filing fee
required Raising Capital Often difficult unless individual
contributes funds Contributions can be made from partners, and
more partners can be added Shares of stock are sold to raise
capital Shares of stock are sold to raise capital Possible to sell
interests, though subject to operating agreement restrictions
Transferability of InterestNo No Shares of stock are easily
transferred Yes, but must observe IRS regulations on who can
own stock Possibly, depending on restrictions outlined in the
operating agreement

10. The Legal StructureTalk about the legal structure you have
chosen for the business. See the preceding chart for help.Talk
about why the structure was chosen—in other words, what
advantages does the structure provide?A sample chart like the
one below might be helpful to show the ownership structure of
the business:
Owner Shares Percent Owned
Jack Smith 1,000 50%
Loretta Johnson 500 25%
Equity Investors 500 25%

11. Risk ManagementTalk about the different kinds of insurance
you will need and what the cost of such coverage will be.In
general there are three basic categories of insurance:Property:
covers building and content lossesLiability: gives you legal
protectionPeople: provides health, worker’s comp, and lost
income protection
The Core Scores Talk about what things you need to measure to
be successful.These measures might be leading indicators of
such things as customers, growth, innovation, internal
operations, or financial performance.Example: “The Chamber
of Commerce will measure five metrics in determining our
success: annual member engagement, member retention, net
member growth, market penetration, and employee
engagement.Example: “For our restaurant to be successful, we
must closely measure four activities: reservations and table
turns, food costs, staff turn-over rates, and total staffing costs.”
Required Start-Up FundsItemAmount Fixed Assets -
Building$1,000 -Land$1,000 -Initial Inventory$1,000 -
Equipment$1,000 -Furniture and Fixtures$1,000 -
Vehicles$1,000 Working Capital -Salaries and Wages$1,000
-Insurance Premiums$1,000 -Leasehold Improvements$1,000
-Rent and Utility Deposits$1,000 -Advertising and
Promotions$1,000 -Legal and Accounting Fees$1,000 -
Supplies$1,000 -Cash on Hand$1,000Totals$15,000

12. Capital Strategy
Total Amount Required$907,900 -4 Investors ($50,000 each
will get 25% share of company)$200,000 -Commercial Bank
Loan (Real Estate & 80% Building)$684,000 -
Owners$23,900Loan Payment Amounts -Principal Amount
Borrowed$684,000 -Projected Interest Rate7.25% -Term
In Months240Total Monthly Loan Payment$5,406.17

13. Competitive Value Curve
0
25
50
75
100
Price
Doctors
Special
Equipment
Number of
Treatments
Availability
Speed of
Treatment
Convenient
Locations
(pagers)
Minute ClinicTypical Doctors OfficeHospital
Hong Pan
Boss
2/2/2017
Pitch

14. The Idea:
Friends, laughter, celebrations, entertainment--fun! These are
the things that might come to your mind when you think about
owning your own bar as you imagine rooms filled with friendly
conversation, music and people enjoying themselves. We have
wonderful stuffs and best service to make you feel free. If you
come to my bar, you will find the new style and get more
different friends.
The Business Model:
The purpose of my business is to provide a free and festive
space where particular people want to have fun after work and
make more friends. We can make some program for single
people to have more chances for dating others.
The Customer:
Our customers are officer people who want relax after work,
single people who eager to have dating others and anyone who
enjoy dancing and drinking.
The Competition:
Griff’s bar has old school style. Club 231 has dance and music.
Titlow Tavern & Grille has delicious food. However, we have
special design, new friendship patterns and best drink from all
over the world.
The Message:
The delivery of our blue moon bar depends on combining
restaurant and club. Though there are many restaurant and bar,
we have combine both and decide to make new style. People
who live in Uniontown need fresh blood to make differences. I
choose the Uniontown because I think there are much business
opportunity for restaurant. People who live Uniontown should
have some new model of entertainment.
The Sales Approach:
A majority of the customers for our bar can be reached through
Tuesday to Sunday. Our objectives are to, keep tight watch on
finances to ensure positive cash flow, launch venue with lots of
public relations, maintain the beverage costs to below 20% of

15. the beverage revenue for maximum profit and lastly, we would
strive for excellent customer service and funny entertaining
atmosphere with superior product quality. The social media I
will use the TV advisement and Facebook or Ins. I will post the
deal and fun activities on them to attract customer.
The Inner Workings:
The Blue moon will be located at W Main St, Uniontown, PA
15401 and will be opened by 12pm to 7 am from Tuesday to
Sunday. A large variety of food and drinks will be available for
all taste buds at a profitable cost. We require 30 staff members
each working about 35 hours on average per week.
The Management Team:
There will be two management teams. I will be one of the front
bartender team to organize employees. One is to have 20
waitresses and bartenders who have over 7 years of experience
jointly in the front house. The other one is to have 8 chiefs and
cook assistants, and 2 kitchen cleaners. Also, I will hire the
professor lawyer and accouter to assist me in running the
business.
The Money Forecast:
Our objectives are to exceed about $1 million in sales at the end
of the fifth year. Each team member has $50,000 to invest at
first, plus we will require an additional $250,000.
Revenue prediction:
· Year 1: $250,000
· Year 2: $500,000
· Year 3: $700,000
· Year 4: $850,000
· Year 5: $1,000,00