LEOPARD CAFE Marketing Plan MAIN NEWEST
451913
Marketing Plan
LEOPARD CAFÉ
Heather (Rowe) Holland
March 4, 2015
Table of Contents
Executive Summary 5
Company Introduction 6
Mission Statement 6
Vision Statement 7
Product and/or Services 7
Differentiation 9
Industry Profile 10
Situational Analysis 12
Growth in Silver Bow County 13
Growth of “The Leopard Café “ 14
Segmentation 14
Customer Profile 15
Market Demographics/Size 16
Customer Base Present and Future 18
Marketing Strategy/Market Share 21
Marketing Goals & Objectives (1st interview) 23
New Marketing Plan Goals & Objectives 24
Smart Goals 25
Marketing Ideas 26
Competitors 27
Uptown Café 27
Casagranda’s 28
Montana Club 29
Lydia’s 30
Derby 31
Park 217 32
Competitors Summary 33
Position Statement 34
Operational Plan 34
Resources 36
R&D 36
Purchasing 36
Quality Control 37
Facilities 37
Equipment 37
High End 37
Other 37
Suppliers and Contractual Relations 37
Recordkeeping Policies and Procedures 37
Billing and Collection Policies and Procedures 38
Build Credibility 38
MANAGEMENT TEAM 38
Financial Plan 40
Current balance sheet 40
Pricing strategy 40
Budget 42
Start Up/Grand Re-Opening 44
Request for Financing 45
Repayment Plan 45
Debt Repayment Contingency Plan 45
Risk Analysis 45
Exit Strategy 45
Identified thresholds 45
Policies for Dealing with Shortage or Over Budget Situations 46
Planning and Uncertainty 46
Appendices: 47
Resumes 47
Personal financial statement 47
Outstanding loan documents 47
Insurance 47
Capital equipment list 47
Legal documents 47
Other items 47
Table of Figures
Figure 1: BSB Full Service Restaurant supply vs. demand 11
Figure 2: Eating & Drinking Household Expenditures in the U.S. (in Millions of Dollars) 13
Figures 3A & 3B: Illustration of US Restaurant Industry Growth & Sales 13
Figure 5A: Silver Bow County Percent of Consumers per age group 2014. 20
Figure 5B: Silver Bow County percentage of consumers per age group 2019 forecast. 20
Figure 6: Monthly Budget Overview 42
Table of Tables
Marketing Plan
LEOPARD CAFÉ
Heather (Rowe) Holland
March 4, 2015
Table of Contents
Executive Summary 5
Company Introduction 6
Mission Statement 6
Vision Statement 7
Product and/or Services 7
Differentiation 9
Industry Profile 10
Situational Analysis 12
Growth in Silver Bow County 13
Growth of “The Leopard Café “ 14
Segmentation 14
Customer Profile 15
Market Demographics/Size 16
Customer Base Present and Future 18
Marketing Strategy/Market Share 21
Marketing Goals & Objectives (1st interview) 23
New Marketing Plan Goals & Objectives 24
Smart Goals 25
Marketing Ideas 26
Competitors 27
Uptown Café 27
Casagranda’s 28
Montana Club 29
Lydia’s 30
Derby 31
Park 217 32
Competitors Summary 33
Position Statement 34
Operational Plan 34
Resources 36
R&D 36
Purchasing 36
Quality Control 37
Facilities 37
Equipment 37
High End 37
Other 37
Suppliers and Contractual Relations 37
Recordkeeping Policies and Procedures 37
Billing and Collection Policies and Procedures 38
Build Credibility 38
MANAGEMENT TEAM 38
Financial Plan 40
Current balance sheet 40
Pricing strategy 40
Budget 42
Start Up/Grand Re-Opening 44
Request for Financing 45
Repayment Plan 45
Debt Repayment Contingency Plan 45
Risk Analysis 45
Exit Strategy 45
Identified thresholds 45
Policies for Dealing with Shortage or Over Budget Situations 46
Planning and Uncertainty 46
Appendices: 47
Resumes 47
Personal financial statement 47
Outstanding loan documents 47
Insurance 47
Capital equipment list 47
Legal documents 47
Other items 47
Table of Figures
Figure 1: BSB Full Service Restaurant supply vs. demand 11
Figure 2: Eating & Drinking Household Expenditures in the U.S. (in Millions of Dollars) 13
Figures 3A & 3B: Illustration of US Restaurant Industry Growth & Sales 13
Figure 5A: Silver Bow County Percent of Consumers per age group 2014. 20
Figure 5B: Silver Bow County percentage of consumers per age group 2019 forecast. 20
Figure 6: Monthly Budget Overview 42
Table of Tables