We Are What s For Dinner! Regan Alfs, Owner Shickley High School Shickley, Nebraska Business Financial Plan 2017-2018 Nebraska Chapter We Are What s For Dinner! 1
Description of Business, Assumptions and Strategies to Obtain Loan Delivered Delights is a fresh food home delivery service that provides healthy meals and snacks for everyone. From gluten free to vegan meals, Delivered Delights can create something for individuals of all ages. At Delivered Delights the average meal costs $9.00. The customer will be able to choose these meals for breakfast, lunch/dinner, and snacks. The 3,000 square foot building will be the home of Delivered Delights fresh food home delivery service. Delivered Delights will be a Limited Liability Company fueled by hardworking individuals that know how to put customers first. Regan Alfs will govern Delivered Delights and will be accompanied by trained employees to serve the needs of the community. As the population continues to increase, the food source as well needs to increase to provide meals for everyone. Delivered Delights will primarily target family households with children under the age of 18. Working parents will be able to enjoy more time with their kids as they won t be busy shopping for groceries and preparing meals for their family. The second group of individuals in our target market include family households with no children. These individuals consider work their number one priority. By providing them with meals and snacks, we will allow them to put their priorities first and even have spare time to enjoy themselves. Another group of individuals Delivered Delights will target are seniors. Many seniors are unable to get to the grocery store or just don t have the motivation. By serving this group of people, we can ensure that they are getting healthy meals and snacks and not skipping meals. Our online ordering system will allow us to see which meals are purchased the most. We will continuously alter our menu, but keep providing the meals our customers seem to enjoy most. By using the online ordering system it will help us determine which meals make Delivered Delights the most profitable. Another benefit the system will offer is that it will keep records of what customers have ordered in the past. Customers will have the chance to see what they have ordered to make it more convenient when ordering again by looking at their order history. To successfully launch Delivered Delights, Regan has personally contributed $75,000. This capital investment will help facilitate the loan. A SBA 504 Loan for $96,455 will be obtained from Heartland Bank. As Regan has banked with Heartland Bank since childhood, a good relationship has been developed with the staff at the Shickley branch of Heartland Bank. Prior to the Grand Opening of Delivered Delights on May 1, 2018, Regan will be busy overseeing construction of the building. While construction is happening, Regan will be marketing and advertising to promote Delivered Delights. Delivered Delights has the goal of being the premier fresh food home delivery service in Lincoln, Nebraska. The business will be open on Mondays Saturdays from 8:00 a.m. to 8:00 p.m. and on Sundays from 10:00 a.m. to 8:00 p.m. Individuals will no longer have to question what is for dinner as Delivered Delights believes We Are What s For Dinner! We Are What s For Dinner! 2
Table of Contents Company Description... 4 Legal Form of Business... 4 Mission Statement... 4 Vision... 4 Company Governance... 5 Company Location... 6 Long and Short-Term Goals... 7 Operations and Management... 7 Business Facilities Described... 7 Floor Plan... 8 Management Personnel Identified... 8 Workforce Described... 8 Target Market... 9 Target Market Defined... 9 Size... 9 Growth Potential... 10 Needs... 10 Risks and Potential Adverse Results Identified and Planned For... 11 Financial Institution... 11 Name and Type of Financial Institution... 11 Loan Request... 12 Purpose of Loan and Amount Requested... 12 Itemized Planned Expenditures... 13 Projections for Future Stability of Company... 14 Supporting Documents... 15 We Are What s For Dinner! 3
COMPANY DESCRIPTION Legal Form of Business Regan Alfs will open a fresh food home delivery service in Lincoln, Nebraska. The grand opening of the store will be on May 1, 2018. Delivered Delights will be formed as a Limited Liability Company (L.L.C.) under the laws of the state of Nebraska. The name of the business will be Delivered Delights as the name says exactly what is provided a delivery service of fresh delightful food. An L.L.C. was established to provide sole proprietorship with the limited liability of a corporation. This form of business will provide liability protection to the owner. As a 100% owner of the L.L.C. any future opportunity to buy or sell will be negotiated with the potential stock owners or as the need arises. Mission Statement At Delivered Delights it is our mission to make each customer feel that they are receiving chef crafted, nutritional well-balanced snacks and meals. We truly believe that our customers are our highest priority, and we will strive to provide new and exciting meals that will be prepared fresh and heated up and enjoyed in minutes. Delivered Delights has an obligation to provide nutritional meals that can be preordered and delivered to your door or can be picked up at our store. Our storefront will allow customers to stop in and pickup premade meals from our daily fresh made coolers or get the chance to talk with a certified nutritionist. Not only will our customers be eating healthy, they will also be allowed to spend more time with family and friends as we take the grocery shopping, cooking, and cleaning out of their hands. Vision Our vision is to be the premier fresh food home delivery service in Lincoln, Nebraska. Delivered Delights will strive to make eating healthy possible as we will provide a personal nutritionist to help you with your planning. We Are What s For Dinner! 4
Company Governance Delivered Delights will be governed by Regan Alfs. Regan has a Master s Degree in Nutrition and Health Science and a Minor in Business Administration from the University of Nebraska at Lincoln. Her experience in the food industry started at a young age. Before the age of ten, she started developing meals as she was a part of the local 4-H program where she participated in the Favorite Food Show planning nutritious meals and baking at the county fair. She also worked in her family owned café when she reached the age of ten. Working at the café she received experience serving the customers by waiting on them, cooking in the kitchen, and taking inventory of the food supply. The family owned café also gave her the opportunity to help with a catering service. In her late teen years she assisted with the catering service by meeting with the customer and creating the menu, preparing the meals, and serving the meals at the events. This catering services she assisted groups ranging anywhere from 20 meals at a small event to larger weddings where she served up to 550 people. Regan s customer service skills grew from the catering experience as she made sure everything ran smoothly and talked with potential customers. Two full-time assistant managers will be hired, and they will both have different experience and expertise to bring to the business. One of the assistants will prioritize in the marketing and technology source of the business. This assistant will not only promote Delivered Delights, but also set up and help run the customer order service on our website. All orders will be placed online and paid for through a credit card system. This assistant will work closely with the other full-time assistant as pictures of the meals will be needed to be placed by the products so the customer has an idea of what they are ordering when they are on the computer. Nutritional information will also have to be placed beside the meals so the chef will need to provide accurate nutritional values to the marketing assistant. Social media is also very important in today s world so a lot of marketing will be through Facebook, Snapchat, Twitter and other growing social trends. The second assistant for Delivered Delights will be hired as the Chef. This person will have expertise in cooking fresh healthy foods. This assistant will help menu development and preparation of the food. Each week the chef will add new exciting meals to our website so customers will not get tired of the same old meal and move on to another company. The Chef will utilize the growing seasons in Nebraska and take advantage of the fresh foods that will be available from local growers. This person will be passionate about helping others reach their goals and making healthy choices easy. When it comes to decision making, Regan will retain the rights to make all major decisions involved with Delivered Delights. She will use her assistant s expertise, but she has the financial investment made and will be in charge. A lawyer will be hired to clear all licensing and make sure there are no copyright infringements concerning the name Delivered Delights existence. Regan will ask the law firm to review all of the business files and make sure all appropriate licenses and permit requirements are met. We Are What s For Dinner! 5
Company Location Delivered Delights will be located in Lincoln, Nebraska, in the Family Acres neighborhood at the intersection of 70th and Old Cheney Road. Delivered Delights will be visible to the public's eye on the heavily trafficked road as a sign (shown at the right) will be placed high in the air for the street traffic to see. The neighborhood is the fourth most populated community in the city of Lincoln. The demographics show that the average age of members living here is forty-five years old. Family Acres is the third richest neighborhood in Lincoln primarily home to many doctors, lawyers, and some retired business executives. The exclusive analysis found on neighborhoodscout.com reveals that throughout the city of Lincoln, Family Acres neighborhood is in the top three neighborhoods for the best education provided. This statistic has drawn more families to the area. Located in this community is two gyms that prove to show the community s healthy lifestyle. There are over 1,500 members in the gyms who can all be potential customers of Delivered Delights. Delivered Delights has an ideal location to serve families and couples of all ages. We are what s for dinner! I interviewed David Smith, Owner of RE/MAX Professionals in Omaha, Nebraska. Mr. Smith is involved with commercial real estate throughout the Midwest. According to Mr. Smith, he believes that there is one thing that can simply make or break a business the location. Mr. Smith noted that a business needs to be located in a safe neighborhood, highly visible to the public s eye, easy to access, and have an inviting appearance. The advice he gave me was to make sure that an ideal location was selected so the business can thrive not only for the first couple of years but also in the future as the population should continue to rise. Mr. Smith explained that the most common expense that many new business owners overlook is the cost of electricity and the cost of plumbing. We Are What s For Dinner! 6
Short and Long Term Goals Short Term Long Term Recruit and hire capable staff Implement employee manual Market Delivered Delights Purchase a vehicle for delivery Establish Delivered Delights Develop a website Offer new and exciting meals each week Pay off the loan and be debt free Open an additional location Expand menu Establish a manager Partner with more corporations to stock their coolers Purchase the building instead of leasing it Be the premier fresh food home delivery service in Lincoln, NE OPERATIONS AND MANAGEMENT Business Facilities Described Delivered Delights is located in a 3,000 square foot, stand-alone building. This space will contain an area in the front for walk-in customers to come in and purchase items from our fresh food coolers. We will have separate coolers labeled Breakfast, Lunch/Dinner, and Snacks. Customers can also speak with our nutritionist to set up meal plans. Our store has a nutritionist coach on staff to help our customers reach their health and wellness goals through free meal planning. In the front of the building, customers can also purchase made-to-order protein shakes. There are a few tables and chairs for customers to come in and purchase meals from the coolers and heat them in our provided microwave and use our free WiFi service. Behind the service counter, a door separates the front customer area from our kitchen. Our kitchen is setup with adequate preparation counters in order to prepare many containers at one time. There is a walk-in cooler in the kitchen to store the fresh made meals. We Are What s For Dinner! 7
Floor Plan Management Personnel Identified The management personnel of Delivered Delights will be under Regan Alfs. The manager is responsible for the operation of Delivered Delights and for providing a safe, clean, and efficient working environment. In addition, two assistant managers will be hired. One will oversee the marketing and the other will be the head chef. These managers were previously described in the company governance. Workforce Described Current Delivered Delights will hire part-time motivated employees with customer service and cooking skills. Our staff will be friendly, energetic and well trained. Delivered Delights will advertise openings at UNL in the food and nutrition department as well as Southeast Community College. We will also work with the Lincoln Southwest High School s culinary department. These students have a passion for food and nutrition and compete in many contests where they have to develop and prepare meals. They can bring new ideas to Delivered Delights about what high school students would want to eat. We are looking to initially hire eight part-time workers. Providing a delivery service will also mean that we need to hire personnel that know the city of Lincoln and have a clean driving record. Our insurance company will make us provide them with a copy of each employees driver s license to check proper driving records. Workforce Described Projected After the first year we are expecting larger sales and growth and have the potential to hire up to 20 part-time employees. Delivered Delights hopes to purchase another delivery vehicle after year three and also hire a full-time driver. We Are What s For Dinner! 8
TARGET MARKET Target Market Defined Delivered Delights will target customers in Lincoln and Southeast Nebraska who are looking to feed their family a healthy meal or snack without going through the hassle of going to the grocery store and preparing the meals. This is a niche business for people who want to eat healthy and do not have the time or energy it takes to get to the grocery store. Family households with children under 18 years old. This is a busy group of people as they are splitting their time between work, home, and their children s activities. Single parent households can also fall into this category as they are stressed making sure their children are receiving nutritious wellbalanced meals. Delivered Delights can help provide healthy meals and more free time to spend with each other. Family households with no children living at their home. This group has a need for our services as their professional careers are their number one priority. Long working hours at the office and hectic schedules minimize their time in the kitchen. Delivered Delights can help this group of people enjoy meals in their own home providing their busy schedules. Seniors. This group of people is the fastest growing portion of the U.S. population. Many of these individuals do not have the knowledge or skills to cook a nutritious meal. Some of these individuals do not have transportation to get to the grocery store. Delivered Delights can market menus designed for the senior population. Size The 2010 census showed, Lincoln, Nebraska had a population of 258,379 with an 8.5% expected growth rate by 2016. Looking at Lincoln s growth rate, Delivered Delights has the potential to thrive in the growing community. The latest census shows that 10.7% of the population is over 65 years old. Statistics show that 59% of Lincoln s population are married couples and the average family size is three people per household. These statistics prove that Lincoln is an ideal location for Delivered Delights as there is a strong target market. We Are What s For Dinner! 9
Growth Potential Once Delivered Delights is up and running, we will continuously work hard to attract new customers. According to the World Population Review, Lincoln was named the healthiest city in the U.S. in 2008 and 2013 by CDC. Therefore, many of the individuals watch what they eat to maintain a healthy diet, making Delivered Delights a great option for Lincoln s healthy community. Our marketing strategy will also include a contract with some of the larger businesses in Lincoln. Through this contract, we will stock their employee refrigerators with our healthy meals and snacks so their employees can eat healthy and not get sick from greasy fast food or unhealthy snacks (pop and candy bars for quick lunches.) By teaming up with companies, we will be guaranteed a specific number of meals per week they purchase to keep their coolers full. Another strategy we will look to implement is to find a senior citizen center in Lincoln looking for nutritious well-balanced meals for their elderly to eat in the evenings and on the weekends. We will provide a list of meals that seniors can choose from. On this list we will include meals that fit their diet needs. These meals can be delivered in a reusable insulated bag to keep them environmentally friendly. Our location is in close proximity to a large fitness center which will help increase our traffic flow through our front door. Building a relationship with the fitness center, we will offer coupons to registered members of the fitness center. Once we lure them into the door, we know they will be back! Needs Delivered Delights main goal is to tailor to the needs of its customers. When comparing Delivered Delights service to other fresh food home delivery services, there is a clear distinction. At Delivered Delights we guarantee the customers the three A s of success: availability, affordability, and accessibility. Our ideal location not only provides members of Lincoln access and availability, but also affordability in the growing city. We will concentrate on serving the customers by setting goals and working hard to achieve them. With more families supported by working parents and younger single people favoring convenience above all else, eating efficiently is becoming the ultimate goal during the dinner hour and beyond. However this doesn t mean they aren t concerned about healthy foods, but more options concerning the quality of food at their convenience. The latest trend of food shows that local and fresh is in processed is out! We Are What s For Dinner! 10
Risks and Potential Adverse Results Identified, Analyzed and Planned For Delivery brings a significant revenue opportunity, but it comes with risks and details that must be considered when handling food. Speaking with Melanie Kunc, a Nebraska food and health inspector, she gave me some regulations to consider. Some of the meals we will provide will be gluten free, therefore I was concerned about cross-contamination. She said that there is nothing in the Nebraska Food Code at this time pertaining to gluten vs. gluten free, but this will be a bigger regulation in the future. Proper ingredient labeling is huge when offering prepackaged meals and snacks. Ingredients including non-obvious allergens need to be labeled to prevent health issues. Delivering food is really common sense based as keeping it safe is very important. Proper temperatures and keeping food covered are a few examples of preventing food spoilage. Keeping up to date with the Nebraska Food Code will help assure proper food handling. In order to keep the quality of our meals at a high level, each meal is time stamped with an expiration date. To minimize waste we track the number of meals served daily. However we know there is a potential risk of food spoilage, so we will donate near expired food to the Friendship Home. Giving back to the community is important to us because we strive to promote eating healthy to all Lincoln residents. FINANCIAL INSTITUTION Name and Type of Financial Institution Heartland Bank formally known as Geneva State Bank opened its doors in 1889. With this history of lending money for small businesses and previous banking experience with them, Heartland Bank was the go to choice. Speaking with the former Shickley Branch President Dennis Dye, Regan inquired what type of loan would be best for Delivered Delights. Mr. Dye first discussed the Nebraska REAP Loan (Rural Enterprise Assistant Project.) This loan provides financing for startup and existing loans in rural Nebraska. Their loans range from $10,000 to $50,000. Because Delivered Delights is located in Lincoln which is not a rural community and our loan request exceeds the $50,000 limit, this loan would not be feasible for Delivered Delights. Delivered Delights chose the SBA (Small Business Association) 504 Loan. With this loan we could finance 90% of our borrowing for as little as 5% interest for up to 15 years. The information Mr. Dye provided gave Delivered Delights comfort in choosing Heartland Bank as our Banking partner. We Are What s For Dinner! 11
LOAN REQUEST Purpose of Loan and Amount Requested Delivered Delights will request a SBA 504 loan in the amount of $96,455 to start our fresh food home delivery service. The loan requested will be at 6% interest over 5 years and result in a $483 monthly payment. Regan will contribute $75,000 giving Delivered Delights a $163,955 start-up cost. We have allocated $60,000 for construction for Delivered Delights. According to the lease agreement this structure has only four standing walls. We will need to construct a kitchen, install a walk-in cooler, restrooms, an office, and a front customer service area. We will also need to have electrical and water work constructed throughout the building. Our commercial kitchen setup was laid out by a local restaurant supplier. They have developed a kitchen floorplan and have provided adequate working space to prepare an abundant amount of meals at the same time. The local restaurant supplier is aware of all of the health regulations, therefore it should pass inspection codes. Signage will be placed on 70th Street to attract potential customers, along with signs on our building. We feel that this will give us good visibility for our customers. Delivered Delights will purchase a used 2016 Ford Cargo Van with 60,000 miles to delivery their products to customers. A safety feature that the van includes is a backup camera to allow the driver to be more aware of their surroundings. In the agreement of the purchase, the van will be wrapped in our signature blue color and advertising our logo and contact information. This will be great for potential customers, when they see their neighbors purchasing products from Delivered Delights. Fixed Assets Equipment: Kitchen Equipment $ 55,000 Dining Furniture 2,500 Office Furniture: Desk/Chairs 500.00 Office Equipment: Copier 100 Telephone System 75 Computer 1,000 Cash Register 400 Leased Property Construction to the Leased Building: 60,000 First Month's Rent: 2,500 Initial Inventory Food and Drink Inventory: 4,500 Delivery Service Automobile: 18,250 Saleries Salaries/Wages for 1 Month: 9,000 Payroll Taxes (12% of Wages) 1,080 Other Legal Fees: Delivered Delight's Estimated Start-up Cost Attorney Fees 1,000 Miscellaneous Fees: Advertising 3,000 Grand Opening Kickoff 2,000 Signage 5,000 Office Supplies 300 Insurance (Building and Auto) 3,250 Working Capital 2,000 Total Start-up Cost 171,455 Less Capital Contribution (Regan) 75,000 Loan Requested $ 96,455 We Are What s For Dinner! 12
Delivered Delights Montly Cash Flow Statement Beginning May 1, 2018 May June July August September October YTD Revenue Sales 45,290 48,460 51,853 55,482 59,366 63,522 810,168 Expenses Advertising 1,500 2,000 2,000 2,000 2,000 2,000 18,000 Employee Uniforms 700 450 300 100 250 250 5,300 Food Cost 24,910 26,653 28,519 30,515 32,651 34,937 445,592 Fuel Expense 600 600 700 750 750 750 9,500 Insurance 3,250 3,250 3,250 3,250 3,250 3,250 39,000 Payroll Taxes (12% of Wages) 1,080 1,140 1,230 1,230 1,320 1,320 16,500 Professional Fees 200 200 200 200 200 200 2,400 Rent 2,500 2,500 2,500 2,500 2,500 2,500 30,000 Salaries/Wages 9,000 9,500 10,250 10,250 11,000 11,000 137,500 Supplies (Meal Containers) 650 650 650 650 650 750 9,000 Utilities/Telephone/WiFi 1,900 1,900 1,900 1,900 1,900 1,900 22,800 Total Expenses 46,290 48,843 51,499 53,345 56,471 58,857 735,592 Itemized Planned Expenditures May 2018 through October Operating Income (1,000) (383) 354 2,137 2,895 4,665 74,576 Depreciation 1,293 1,293 1,293 1,293 1,293 1,293 15,516 Interest 483 483 483 483 483 483 5,796 Net Income (Loss) (2,776) (2,159) (1,422) 361 1,119 2,889 53,264 Delivered Delights Montly Cash Flow Statement Continued Revenue November December January February March April YTD Sales 67,968 72,726 77,817 83,264 89,092 95,329 810,168 November Through April 2019 Expenses Advertising 1,250 1,250 1,000 1,000 1,000 1,000 18,000 Employee Uniforms 250 1,000 500 500 500 500 5,300 Food Cost 37,382 39,999 42,799 45,795 49,001 52,431 445,592 Fuel Expense 750 800 800 1,000 1,000 1,000 9,500 Insurance 3,250 3,250 3,250 3,250 3,250 3,250 39,000 Payroll Taxes (12% of Wages 1,380 1,440 1,560 1,560 1,620 1,620 16,500 Professional Fees 200 200 200 200 200 200 2,400 Rent 2,500 2,500 2,500 2,500 2,500 2,500 30,000 Salaries/Wages 11,500 12,000 13,000 13,000 13,500 13,500 137,500 Supplies (Meal Containers) 800 840 840 840 840 840 9,000 Utilities/Telephone/WiFi 1,900 1,900 1,900 1,900 1,900 1,900 22,800 Total Expenses 61,162 65,179 68,349 71,545 75,311 78,741 735,592 Operating Income 6,806 7,547 9,467 11,719 13,782 16,588 74,576 Depreciation 1,293 1,293 1,293 1,293 1,293 1,293 15,516 Interest 483 483 483 483 483 483 5,796 Net Income (Loss) 5,030 5,771 7,691 9,943 12,006 14,812 53,264 We Are What s For Dinner! 13
Projections for Future Stability of Company Delivered Delights Three Year Projected Income Statement Year 1 Year 2 Year 3 Revenue Sales 810,168 972,202 1,069,422 Expenses Advertising 18,000 18,540 19,096 Employee Uniforms 5,300 5,406 5,514 Food Cost 445,592 534,711 588,182 Fuel Expense 9,500 9,785 10,079 Insurance 39,000 40,170 41,375 Payroll Taxes (12% of Wages) 16,500 17,325 17,845 Professional Fees 2,400 2,472 2,546 Rent 30,000 30,900 31,827 Salaries/Wages 137,500 144,375 148,706 Supplies (Meal Containers) 9,000 9,270 9,548 Utilities/Telephone/WiFi 22,800 23,484 24,189 Total Expenses 735,592 836,438 861,531 Operating Income 74,576 135,764 207,891 Depreciation 15,516 15,671 15,828 Interest ($75,000 *6% interest*2 years) 5,796 2,787 9,000 Net Income (Loss) 53,264 117,305 183,063 Cash Flow Statement Year 1 Year 2 Year 3 Beginning Cash - 18,780 129,589 Sources of Funds: Capital Investment 75,000 - Bank Loan Balance 96,455 46,455 - Net Income 53,264 117,305 183,063 Non Cash Items 15,516 15,671 15,828 Total Sources of Funds 240,235 179,431 198,891 Start-up Cost 171,455 Loan Payment 50,000 49,842 - Capital Investment Payment 75,000 Total Uses of Funds 221,455 49,842 75,000 End Cash 18,780 129,589 123,891 We Are What s For Dinner! 14
Supporting Documents Family Acres, Lincoln, NE Neighborhood. Retrieved January 2, 2018, from https://nextdoor.com/neighborhood/familyacresne--lincoln--ne/. Lincoln Neighborhoods. (n.d.). Retrieved December 18, 2017, from https://www.neighborhoodscout.com/ne/lincoln/vine-70th. Make a Logo Instantly. Retrieved January 5, 2018, from https://www.logomaker.com. New Business Information in Nebraska. (n.d.). Retrieved January 2, 2018, from http://www.sos.ne.gov/business/corp_serv/businessstartups.html. QuickFacts Lincoln, NE. (2010, October 25). Retrieved February 11, 2018, from https://www.census.gov/quickfacts/fact/table/lincolncitynebraska/lnd110210. SmartDraw - Create Flowcharts, Floor Plans, and Other Diagrams. (n.d.). Retrieved January 15, 2018, from www.smartdraw.com. The 504 Loan Program Explained. (n.d.). Retrieved January 5, 2018, from https://www.sba.gov/blogs/504-loan-program-explained. Special Thanks I would like to thank three professionals that took time out of their day to provide me with beneficial credible information. Mr. David Smith, Owner of RE/MAX Professionals, Omaha, Nebraska Regan appreciates the time Mr. Smith took out of his day to help me become familiar with real estate and how to make sure you look for a proper location. All of his key tips were very beneficial. Dennis Dye, Branch President of Heartland Bank in Shickley, Nebraska While meeting with Dennis at his Bank, he provided me handouts about small business loans and taught me about loan terminology. Melanie Kunc, Nebraska Health Inspector Technology allowed Regan to email back and forth with Melanie, and she provided information about health regulations in the kitchen. We Are What s For Dinner! 15