catering business plan
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VENTURE CATERING BUSINESS PLAN April 5, 2004 Contact: Robert Madison Executive Director Project Reach Youth, Inc. 199 14th Street Brooklyn, NY 11215 Telephone (718) 768-0778 FAX (718) 768-1419 Website: www.pry.org E-mail: email@example.com Table of Contents I. Executive Summary.....................................................................................................2 II. Description of the Business .........................................................................................4 III. Industry and Market Analysis................................................................................. 10 IV. Marketing Plan ......................................................................................................... 18 V. Management Plan ..................................................................................................... 22 VI. Operations Plan ........................................................................................................ 27 VII. Financial Plan............................................................................................................ 32 VIII. Risk Assessment and Contingency Plan ................................................................. 38 IX. Supporting Documents • Start-Up Costs • Marketing Budget • Balance Sheets • Business Manager Job Description • Business Manager Resume (Pete Solomita) • Business Development Manager Job Description • Business Development Manager Resume (Liz Schnee) • Venture Catering Board of Director Resumes o John D. Fowler o Michael Ayoub o Irene LoRe o Barbara McTiernan o Grace Wilner • Focus Group Questions • Sample Menus • Customer Satisfaction Surveys • Market Survey Results PAGE 1 OF 39 I. Executive Summary Venture Catering offers high quality catering services to individuals and businesses in New York City while providing career development in the culinary arts to at-risk youth from the Brooklyn community. Venture Catering, LLC., a wholly owned subsidiary of Project Reach Youth, Inc. (PRY), employs at-risk youth in a catering business, where they gain the culinary arts and employment experience to create a brighter future for themselves. Venture Catering offers an inspired menu with a variety of delicious, high quality food selections for meetings, events and social gatherings and provides full service catering with staffing for passed foods and buffet service. Project Reach Youth, Inc. (PRY), an innovative nonprofit youth development organization launched Venture Catering to complement its work readiness and culinary arts programs. Venture Catering has a select number of high performing graduates from PRY’s culinary arts training program, Project Venture, to prepare and serve its offerings. PRY has the management resources, board approval and commitment to successfully run a catering business. Through a successful pilot, PRY discovered real interest and commitment on the part of the students for employment in the catering business and a demand for its products. The two primary market segments are individuals hosting social events and business customers catering lunches and meetings in their workplace. • Social catering customers – individuals that contract for private events, usually serviced in their home. • Business catering customers –local companies and institutions that use catering services primarily for breakfasts, lunches, and meetings. Social catering customers are primarily individuals living in affluent Brooklyn neighborhoods such as Park Slope and Brooklyn Heights who hire caterers for private events usually in their homes. The targeted affluent neighborhoods contain numerous brownstones that are spacious and well equipped for entertaining. Venture Catering estimates that the total market size for social catering customers in the select neighborhoods is 5,672 events per year. Venture Catering will access business lunches and meeting market through PRY’s existing relationship with corporate supporters and through our relationship with the Brooklyn Chamber of Commerce with 1200 members which hosts numerous networking events. Venture Catering’s goal is to secure repeat business for regular meetings. PRY has committed to using Venture Catering exclusively for its catering needs and will generate over $20,000 in annual sales to provide lunch for workshops and meetings just from its Professional Development and Resource Center. Venture Catering is uniquely positioned to succeed within these markets. Venture Catering’s primary research confirmed national data that consumers are likely to switch brands, when price and quality are equal, to help support a cause. In a market survey conducted with patrons of a local green market, 59% of respondents indicated that knowing the business employed young people would very favorably impact their decision to hire a caterer. Venture Catering has invested in the right management to ensure good quality and student workforce to provide comparable pricing. PAGE 2 OF 39 Venture Catering has developed a marketing plan that includes creating promotional materials, organizing visibility events, and establishing strategic alliances with businesses in the catering industry such as party rental facilities, liquor stores and party planners. Venture Catering will be referred customers through the preferred provider lists of organizations with rental venues. Since the fall of 2003, Venture Catering is using temporary rented space in an area restaurant to provide a limited number of catering events. Venturing Catering has been established as a limited liability corporation with an Advisory Board consisting of five members with close ties to the Brooklyn community and who bring a wealth of experience in the catering industry, business, financial services, youth development and social services. Venture Catering has hired a business manager, who has vast experience in working with youth and a background in catering. Venture Catering is a double bottom line business, focused on ensuring a supportive work environment for the youth involved in the program. Excess income from Venture Catering will be used to provide security and cash flow for the business and to support other PRY programs. The social outcomes of Venture Catering are numerous and far reaching. A select group of youth will be hired as Apprentice Chefs and will enhance their culinary abilities; learn first hand how to operate a business; and gain job readiness skills transferable to diverse business environments. Some will go on to pursue careers in culinary arts. Others will support themselves while they attend college or culinary school. All will gain solid work experience and be better prepared to compete in the job market. Start-up costs for the business are estimated at $103,813. With realistic expectations about growth of the business, Venture Catering will service an average of 2.4 events per week during its first year and grow to 4.8 events per week by year 5. Following this growth schedule, Venture Catering will break even in year 3 and become cash positive in year 4. PRY is well positioned to capitalize the business by attracting investors from a promising pool of agency supporters. PRY’s Board of Directors has provided board approval for launching Venture Catering and has committed to raising the start-up funding. PRY is exploring attaining loans designed for social purpose businesses. Key Financial Milestones • Sell social catering events with 30 high-end cocktail parties with an average of 75 guests at an average price of $28 and 12 dinners with an average price of $40 per person with 40 guests in year one; and, • Sell business catering events with 63 brunch/meetings per year at an average per person price of $15 for 20 people and 20 lunches at $25 per person with 25 people in year one. Over 6O meetings are already committed. PRY will develop a profitable, social purpose business that will allow the organization to enhance its capacity to serve youth in Brooklyn. The business has a sustainable model for both creating strong social and financial outcomes. Venture Catering will allow PRY to better fulfill its youth development mission as well as provide a new source of revenue for the organization. PRY is committed to launching Venture Catering as a full-time, licensed catering business serving top- quality elegant food at a reasonable price to Brooklyn residents and local businesses. PAGE 3 OF 39 II. Description of the Business Venture Catering, LLC., a wholly owned subsidiary of Project Reach Youth, Inc. (PRY), employs at-risk youth in a catering business, where they gain the culinary arts and employment experience to create a brighter future for themselves. Venture Catering offers an inspired menu with a variety of delicious, high quality food selections for meetings, events and social gatherings. Venture Catering is a social purpose catering business, started by Project Reach Youth, Inc. (PRY), an innovative nonprofit youth development organization serving the Brooklyn community. Venture Catering has established an Advisory Board and hired a part-time business manager. Currently, Venture Catering has been operating using temporary rented space in an area restaurant and has already catered more than 30 events. Project Venture youth at a pilot catering event with Coordinator Liz Schnee and Funder Amy Hagedorn Staff prepares a high-end buffet dinner. From front to back jeweled chicken, roasted asparagus, maple glazed Mocha-brownies and lemon bars sweet potatoes PAGE 4 OF 39 Venture Catering features menu selections for business functions as well as social events. Signature items will be offered consistently and seasonal items will also be introduced to keep the menu options fresh and exciting. Sample menus are included in the Supporting Documents. Venture Catering also offers “front of the house” services including passed hors d’oeuvres and buffet service at reasonable prices. Below is a sample menu for a cocktail party: Sample Cocktail Party Menu Stationary Platters Assorted Cheeses and Fresh Fruit Asparagus, Snap Pea and Endive Crudite with White Bean-Roasted Garlic Puree Smoked Salmon with Capers, Crème Fraiche and Brown Bread Passed Hors D’Oeuvres Red Snapper Cakes with Lime Remoulade Sesame Glazed Skirt Steak with Chipotle Cream on Sourdough Crostini Wild Mushroom Phyllo Purses Slow Roasted Tomato and Goat Cheese Quesadillas Grilled Vegetables in Sundried Tomato Pinwheels with Pesto Venture Catering has developed products that will appeal to customers planning social gatherings as well as business consumers. Social catering customers are primarily individuals that contract for private events, usually serviced in a private residence. These customers seek catering and professional service for buffet dinners and cocktail parties with flexibility and a high level of service in the planning stage. Venture Catering delivers intricate recipes that involve complex kitchen skills and demand the freshest ingredients. Filling special requests provides opportunities to introduce the Apprentice Chefs to new culinary techniques. More moderate menus have been created for businesses, corporations, and nonprofits institutions that use catering services primarily for breakfasts, lunches, meetings and small-scale business events. Venture Catering’s marketing plan will tap into both these customer bases through PRY’s network of corporate supporters, organizing visibility events, distributing promotional materials, and creating strategic alliances with area businesses affiliated with the catering industry such liquor stores, invitation shops, party planners, and rental venues for events. PRY Expertise Project Reach Youth, Inc. (PRY) is a community-based organization in Brooklyn committed to helping low-income youth, adults and families to learn and grow in a creative and supportive environment. Through education, training and counseling, we provide participants with opportunities to reach their goals. Founded in 1968, PRY offers an array of youth development, immigrant and literacy programs to assist our participants develop the skills necessary to succeed personally, academically, and professionally. A holistic, comprehensive approach permeates all of our work. Our professional staff, comprised of approximately 50 full-time and over 80 part-time employees, understands the needs of the communities we serve. PAGE 5 OF 39 PRY’s Relationship to Venture Catering Venture Catering was created by PRY to complement its Project Venture Culinary Arts Program and PRY’s GED/Career Development Program by offering real-world employment opportunities. Venture Catering will hire youth that succeed in the training. PRY has devoted key management staff to successfully launch Venture Catering including business plan development, implementation of the pilot program, setting up the legal structure, and identification of a site for the business. PRY has and will continue to provide Venture Catering with resources including financial and bookkeeping assistance, support services for the youth employees, access to PRY supporters who may become customers, and providing regular business by using Venture Catering exclusively to cater numerous conferences, meetings and events. Venture Catering will build on the highly successful Project Venture Training Program. Project Venture’s outcomes to date include: • Graduation from Training: Between November 2000 and December 2002, 61 students enrolled in the Project Venture training. Of these, 54 successfully completed the training. The graduation rate is 89%. • Internships: 27 students have been placed in internships. Several students completed a second internship or found part-time employment for 3 – 6 months or longer. • Employment in Food Industry: 14 students have secured employment in the food industry. One of the first Venture teens to graduate was hired by her internship in the fall of 2001 and has worked there ever since. She is now a kitchen manager and has supervised other Venture student interns. Many others are employed in unrelated fields. • Higher Education in Culinary Arts: Six Project Venture graduates have gone on to pursue higher education in culinary arts. The first student to complete culinary school is expected to graduate this winter. Many others have gone on to attend colleges and universities. Youth Employment Venture Catering will carry out PRY’s mission of providing participants with opportunities to reach their goals. Project Venture Culinary Arts Program offers disadvantaged youth who live in the less affluent areas and public housing projects in the Brooklyn neighborhoods surrounding Park Slope including: South Slope, Sunset Park, Red Hook, Gowanus, Fort Greene, Bedford Stuyvesant and Flatbush, the opportunity to learn advanced culinary skills from trained chefs. In 2002, Project Venture trained 36 youth, ages 16 – 21. Venture Catering will employ 5 to 10 youth as Apprentice Chefs in flexible part-time positions and anticipates requiring nearly 2,000 staff hours in the first year. Part-time employment will accommodate their other commitments such as school or childcare. Apprentice Chefs will receive extensive on-the-job training in culinary and “front of the house” skills as well as customer service and other soft skills. Venture Catering will use each catering event as a learning opportunity through a formal debriefing and evaluation during which youth and staff will identify what went well and where improvements could be made in both the food and service aspects of the business. PAGE 6 OF 39 In the current economy, adults with several years of work experience are accepting entry-level positions in food service, making it especially difficult for inexperienced young people to compete for limited employment opportunities. The professional experience participants will gain while employed by Venture Catering will prepare them to secure and retain future employment in the food industry or other professions. The youth employees will graduate from the year of work with Venture Catering with a solid and consistent work experience, a professional resume, a letter of reference, professional demeanor, vastly improved culinary skills and the self-confidence needed to enter the world of work. In order to offer employment to 5 to 20 new youth every year, Venture Catering intentionally limits a young person’s employment to one year. In order to maintain continuity and avoid starting each year with a cadre of untrained staff, new employees will be hired three times a year. More experienced youth will help new hires acclimate and get up to speed. The one-year limit will push young people (who might otherwise become complacent in the sheltered environment of the social purpose business) into the real-world job market. Taking this step can be difficult and PRY will provide support during the transition. Advanced positions, Sous Chefs and Assistant Chefs, will be created for young people interested in learning customer relations and business management skills such as: event planning, working with vendors, bookkeeping, and training new employees. Venture Catering Social Outcomes: The social outcomes of the proposed catering business are numerous and multi-faceted; • Youth will be retained in part-time employment in catering business; • Youth will gain professionalism and "soft-skills" that can transfer to future employment; • Youth will build enhanced culinary and service skills; • Youth will be positioned to pursue higher/continuing education; • Youth will develop money management skills and take steps toward financial independence; • Youth will be prepared to conduct a job search; and, • Venture Catering will increase PRY’s visibility, recognition and financial support. PAGE 7 OF 39 Supportive Services at Project Reach Youth, Inc. (PRY) The youth employees of the proposed business will continue to receive a range of services from PRY to support their professional and personal development. • Career Counseling/ Referrals for Employment: Career counselors will work with youth employees on defining their career or educational goals and develop individualized plans for achieving their goals. PRY career counselors will assist them with updating resumes, writing cover letters, conducting job searches, preparing for interviews, and transitioning smoothly into their next positions. The staff will use their extensive networks in the food industry to identify potential employers. Professional references will be provided. • Educational/College Counseling: PRY education counselors will provide individual tutoring and educational advocacy, as needed. PRY’s College Advisor will meet with employees to encourage them to pursue higher education including culinary school. Youth employees will participate in PRY trips to culinary institutes and colleges. PRY will assist youth and their families with the college application process including information on scholarship and financial aid opportunities. • Social Work Services: Because of the high-risk population that Venture Catering is designed to serve, PRY will offer social work services on an as needed basis. Often, personal and family problems, including poverty, lack of professional role models at home, instable living arrangements, low academic skills and the demands of teen parenting can challenge or impede a young person’s success in school or at work. PRY social workers will provide counseling as well as services aimed at supporting the youth to develop into independent, productive working adults. Project Venture Participant Quotes Project Venture graduates are gaining real world work experience and finding pathways to brighter futures. Most Project Venture students were high school dropouts who came to PRY to pass their GED test. Now, these young people have turned their lives around and gained the skills needed to succeed in today’s workforce through our supportive services, GED test preparation and job readiness training. And through Project Venture, students gained culinary training and work experience. Our young chefs develop a strong work ethic, a sense of accomplishment, and a positive self-image that will serve them in their future pursuits whether or not they decide to pursue careers in the food industry. Below is what Project Venture graduates are saying: “Project Venture helped me learn culinary skills and helped me find a job at a restaurant. PRY encouraged me to do things I wanted to do but wasn’t sure I could. I was hired by the restaurant where I did my Venture internship and have working there for over 2 years supervising other Venture student interns. I really like working with Venture Catering. I like the rush you get when it is really busy and we are working under pressure to get everything done! One day I hope to open my own restaurant.” --Ta Sheena Griffin “Project Venture taught me a lot about cooking and about different types of food. I really like to bake. At home I bake and decorate cakes for my family. I make cakes for my younger sister and brother’s birthday parties.” -- Elizabeth Arenas PAGE 8 OF 39 “My career goal is to go to college and pursue a career in culinary arts. I love cooking! I started cooking for my family when I was seven. PRY opened a path for me when my GED teacher asked me to join Project Venture Culinary Arts. When I graduated from the training with perfect attendance I was so happy that I accomplished something. I am looking forward to working with Venture Catering. I want to be a role model for my daughter.” --Hanan Maqsher Success of the Pilot Business PRY is confident in its products and services and in the ability of the youth to perform in the catering business. During 2002 – 2003, PRY operated a highly successful pilot business that catered 28 events. The objectives of the pilot were to assess the interest and abilities of the youth to staff such a business, test menus for customer appeal, determine pricing, and confirm demand for Venture Catering. PRY was careful, for liability reasons, to only procure business from “friends of the agency” such as past and current members of the PRY Board of Directors, PRY funders and community based organizations with which PRY works closely. Customers were charged what it cost to provide the catering, as profit making was not one of the objectives during the pilot year. Menus were developed, and recipes were tested, refined, and cost-out. Through the pilot, PRY discovered that there is real interest and commitment on the part of the students for employment in the catering business. PRY also found that demand existed for its products. PRY received numerous requests for social catering from individuals that had been at an event catered by Venture Catering or who had heard about it through word-of-mouth. This helped confirm that demand exists for this business and led Venture Catering to research and define its target market and refine its product mix. An explanation of the market opportunity and marketing plan follows in the next sections. PRY distributed customer satisfaction surveys to all the clients in the pilot project. The feedback was overwhelmingly positive. Customer Satisfaction Survey Results • 89% rated overall impression of Venture Catering as excellent. Other 11% rated it very good; • 55% rated Venture Catering as better than other caterers they had used; • 22% rated Venture Catering as significantly better than other caterers; • 22% rated Venture Catering as comparable to other caterers; • 67% said event planning was excellent. 33% said it was very good; • 89% rated taste & presentation excellent. 11% rated taste & presentation very good; • 89% rated the service by the youth staff excellent. 11% rated service very good; • 100% would use Venture Catering again; and, • 100% would recommend Venture Catering to a friend. PAGE 9 OF 39 III. Industry and Market Analysis Industry The Restaurant industry is a thriving industry that has been steadily growing for the past 30 years. According to the 2003 Restaurant Industry Forecast, between 1970 and 2003, the restaurant industry will post a compound annual growth rate of 7.2%. On a typical day in 2003, the restaurant industry should post average sales of nearly $1.2 billion and sales were forecast to advance 4.5% in 2003 to equal 4% of the U.S. gross domestic product. The restaurant industry provides work for more than 9% of those employed in the United States. However, the supply of workers age 16 to 24, the primary pool for restaurant employees, has been declining. To solve the problem, companies are hiring more retirees and immigrants, and are increasingly making use of automation. In New York State, there are 55,983 food service establishments with 440,700 employees generating over $21 billion in annual revenues with a projected growth of 4.4% (Sources: US Census Bureau and the National Restaurant Association). The catering industry is a subset of the Restaurant Industry, termed the Accommodation and Food Services Sector. The catering industry comprises establishments primarily engaged in providing single event-based food services. Banquet halls with catering staff are included in this industry. The catering industry is experiencing strong growth: • According to the trade journal Specialty Food News off-premise catering is the second biggest growth sector in the food industry, second only to home meal replacement. • According to the Economic Census, New York City catering establishments grew at a compound annual growth rate of 6% between 1998 and 2001. • According to the National Catering industry, the number of catering companies is currently 46,000 to 65,000 caterers nationally with estimated start up costs of $85,000. (http://money.cnn.com/2001/03/30/sbstarting/q_cater/index.htm) In New York City, the catering industry has grown significantly in recent years. According to the Economic Census, New York City had 358 catering establishments in 1998 and grew to 427 in 2001 (compound annual growth rate of 6%). The highest rates of growth took place primarily among businesses with less than 20 employees. Venture Catering Customer Segments Within the catering industry, Venture Catering has developed products that will appeal to two customer segments and allow the business to maximize its social outcomes. Social catering customers – individuals that contract for cocktail parties and buffet dinners for private events, usually serviced in their home. Business catering customers – private companies and nonprofits that use catering services primarily for breakfasts, lunches, and meetings. Social Catering Social catering refers to catering for individuals hosting a special event such as a cocktail hour, holiday dinner or other party typically in their home. These customers are seeking caterers that offer high-end food options as well as service for passed hors d’oeuvres or that can perform other “front of the house” duties. Customers tend to contract for evening or weekend events involving dinner or cocktail parties. PAGE 10 OF 39 To date, Venture Catering has catered over thirty social events for parties ranging from 8 to 90 attendees. Social catering events fit strongly with Venture Catering’s social goals as the small, private environment provides a training ground for the youth in customer service and “front of the house” skills. Venture Catering has found that guests at these parties are eager to talk with the youth. These events have been the best source of new customers for Venture Catering with guests impressed by the delicious food and service. The social mission and opportunity to connect with youth also compels the guests. At this time, Venture Catering has chosen not to focus on catering large-scale table service events such as weddings and or other sit-down events that are held at large reception halls. Venture Catering will target social catering customers in select Brooklyn neighborhoods: Park Slope, Brooklyn Heights, Cobble Hill, Windsor Terrace and Carroll Gardens (see map below). Brooklyn by Zip Targeted Neighborhoods: Brooklyn Heights and Cobble Hill (11201) Carroll Gardens (11231) Park Slope (11215, 11217) Windsor Terrace (11218) These neighborhoods have been chosen based on several criteria. 1. Proximity to Venture Catering Venture Catering and Project Reach Youth, Inc. (PRY)) are located in Park Slope, Brooklyn. Over the past 35 years, PRY has built a reputation in the community. At the same time, the community has experienced tremendous revitalization, creating a customer base for Venture Catering. Targeting neighborhoods in close proximity to Venture Catering allows the business to initiate marketing efforts in familiar locales. In addition, these customers are also the most likely to respond to Venture Catering’s social mission, as the youth are residents of the surrounding communities. 2. Relative affluence of the target neighborhoods Upper income households are the target social catering market because they are most likely to host catering events. Of the approximately 30,000 Brooklyn households with incomes over $150,000, 30% are located in the target areas. Furthermore, the target neighborhoods contain numerous brownstones that are spacious and well equipped for entertaining. In the last decade, the target areas have experienced gentrification and an influx of upper middle class homeowners. This is reflected in the rise in housing purchase prices and the growth in the percent of homeowners in these areas. According to the Corcoran Brooklyn report, “Park Slope was one of the Borough’s [Brooklyn] hottest markets…Average sales prices in Park Slope jumped up 30% from year end 2000.” The report stated that the typical Brownstone buyer in 2001 was a professional male, 33 years of age, with a net worth of approximately $548,000 and earning $161,743 yearly. PAGE 11 OF 39 3. History of social activism and past support of PRY In addition to containing a largely affluent population, Park Slope and the surrounding communities have a reputation for attracting socially and civic-minded residents. PRY was founded 35 years ago by such individuals and is fortunate today to have Board of Directors and many generous individual donors from this and neighboring communities. Over the last two years, friends of PRY have been the primary catering client base. Recently, word of mouth has generated requests from individuals who are not familiar with the agency but are interested in using a social purpose catering company. Venture Catering’s experience supports national trends. The 2002 Cone Corporation Citizenship Study found that 84% of Americans say that they are likely to switch brands, when price and quality are equal, to help support a cause. Below are previous catering customers: • Engagement party for PRY supporter; • Party for New York Women’s Foundation; • Reception for a city council member; • Reception for a private law firm; and, • Event for the Brooklyn Borough President; • Seder dinner for a neighborhood resident. Market Potential Social catering customers contract catering services to fill a variety of needs, including holiday gatherings, showers, birthday parties, cocktail parties and business-related social events. Among households earning over $150,000 annually in these targeted neighborhoods, Venture Catering estimates that 10% utilize catering services 2 – 3 times per year and an additional 25% utilize catering services once per year. In addition, Venture Catering estimates that the market of social catering customers includes 5% of households within the $75,000 - $150,000 income range. These customers might contract for a special event such as a bar mitzvah but would not be repeat catering customers. Using these estimates and assuming that Venture Catering services events only within the five target zips, the total market size for social catering customers is 5,672 events per year. Brooklyn Park North Carroll Windsor Total of Brooklyn Heights/ Slope Park Gardens Terrace five zip (Kings Cobble Hill (11215) Slope (11231) (11218) codes County) (11201) (11217) Total Households 21,551 27,469 15,726 14,904 25,584 881,006 105,234 Percent/total with 38% 34% 29% 29% 19% 17% income greater 8,200 9,340 4,600 4,330 4,741 151,847 31,211 than $75,000 Percent/total with 15% 9% 7% 9% 3% 3% 3% Income greater 3,285 2,543 1,153 1,392 760 29,046 9,133 than $150,000 Market Size 1,889 1,612 749 843 579 5,672 (events/year) Source: 2000 Census Business Meeting and Lunch Catering The second market for Venture Catering is customers seeking food service for meetings and lunch delivery primarily in a business setting. These customers are seeking convenience and reliability and are attracted to gourmet quality that cannot be found through typical take-out restaurants. Venture Catering’s experience with 19 pilot business meetings led to the development of a menu for small events such as board, departmental or staff meetings. These events can be breakfasts, lunches or meeting refreshments. PAGE 12 OF 39 Corporate lunches offer a reliable source of revenue and provide steady work for the business. As opposed to the social catering market, which is more seasonal in nature, corporate lunches often lead to other catering jobs for parties and events with higher profit margins. Since many companies have regular meeting schedules, business lunches can be a reliable source of repeat business. These catering orders are often made by the same person providing opportunities to build relationships and future business. The goal of Venture Catering is to establish contracts with a few companies providing regular repeat business. There is a vibrant business community in Brooklyn, which is home to 37,000 firms in a wide range of industry groups. Venture Catering has surveyed several firms in Brooklyn to determine the market for corporate lunches. Among the largest Brooklyn firms such as JP Morgan Chase and Keyspan, located in the MetroTech office complex utilize an in-house catering vendor for all their food service needs. At other large companies, catering budgets and decisions are diffused among different departments making it difficult to assess the market. Based on our initial research, Venture Catering’s most accessible market may be mid-size businesses accessed through the Brooklyn Chamber of Commerce and PRY supporters such as foundations and corporate donors. With over 1,200 members from across the borough, the Brooklyn Chamber is the largest chamber of commerce in New York City. Although most of its members are small businesses, they also represent large manufacturers, wholesale distribution companies, banks and utilities. The Brooklyn Chamber hosts a variety of events and networking opportunities for its members and itself spends more than $100,000 on over 20 catered events and meetings per year with an average price of $17 per person spent on food. Venture Catering will become a member of the Brooklyn Chamber of Commerce and participate in events such as their monthly networking meetings and Brooklyn Eats, a tasting with nearly 100 local restaurants participating. Further, PRY has committed to use Venture Catering for the agency’s board meetings, conferences, fundraising events, and other meetings. PRY facilitates a large number of workshops, meetings and trainings for a State-wide professional development initiative on family literacy, which provides catered breakfasts and lunches for these events. Venture Catering estimates that this PRY project alone will generate over $20,000 in annual sales, conservatively estimated at $15 per person for breakfast and lunch with 30 participants twice week for at least 30 weeks during the year. Primary Customer Research Data Venture Catering Focus Group Results: On a snowy evening in February 2003, PRY held a focus group to pitch the idea of Venture Catering to individuals in the community. The focus group was meant to both solicit potential pilot customers and assess the catering needs of community leaders and institutions. The focus group consisted of 11 attendees, representing: Brooklyn Junior League; Careers through Culinary Arts Program (CCAP); Fordham University; Garfield Temple; Kelley- Harris Associates; Lisa Demsey, LLC; New York Methodist Hospital; Park Slope Civic Council; Partnership for After School Education (PASE); Prospect Park Alliance; Secondary School for Law, Journalism and Research. The focus group data confirmed secondary customer research. Attendees indicated that customers base their catering decisions on: • quality of food and service; • convenience; • price; • flexibility of caterer; and • availability of service; • social purpose of business. PAGE 13 OF 39 The quality of food and service are the primary factors in decision making for both segments. Convenience and flexibility were also important considerations for the focus group members. Most consumers felt that there are many options for excellent food and the social purpose would motivate them to hire Venture Catering. If all else were comparable, a majority of focus group participants indicated a willingness to pay market prices or even more because of the social purpose. The focus group further confirmed that other customers would also be willing to pay market rates. Market Survey Venture Catering conducted a market survey to explore the demand for catering. The survey looked at the demand for catering, types of events, factors for selecting a caterer, and impact of the social purpose on decision to purchase services. A survey was distributed to patrons at a local green market and a total of 80 surveys were completed over two Saturdays. The market research survey results indicated that 41% of the respondents had used a caterer during the past for at least one social event. Taste and price were the most important reasons for selecting a caterer. Respondents overwhelmingly (97%) indicated that Venture Catering should advertise the social purpose. In response to being asked how knowing the business employed and trained young people would affect a potential customer’s choice to use Venture Catering, 59% indicated that it would impact the decision “very favorably.” Results confirmed that the features of Venture Catering, we consider our competitive advantage, are important to potential customers. 62% indicated that flexibility of menu was highly important. Survey results are included in the supporting documents. Catering Competition The competitive environment for catering is highly fragmented with over 200 catering establishments within a three-mile radius of Venture Catering. These companies represent a variety of catering services, from banquet halls to corner delis. While proximity is an important factor, strong recommendations from friends is the deciding factor in caterer selection. Most catering clients tend to contract for repeat business with a handful of “recommended” caterers. Customers evaluate the quality of the food first and foremost. Then they weigh factors such as price, convenience, flexibility, and reliability depending on the type of event. Venture Catering will compete with the following caterers: Lunch/ Dinner/ Name and location Meetings Cocktails Description Sorella Caterers $15-$28 $15-$28 Catering arm of local Italian market. High-end Italian foods. Service available at extra charge. Bassett Caterer $7 - $10 $20-$25 High-end events individually planned. Bon Soir Caterers $8-$17 $15-$40 Caters to large companies. Will coordinate service for $145 per waiter per event. Naturally Delicious N/A $30-$45 Social events with catering staff. Jacques Exclusive $10 - $13 $12 - $29 Wide range in menu and pricing choices. Caterers Cucina Restaurant N/A $45-$60 Known for its high quality Italian fare. Service is available at $100 per waiter per event. PAGE 14 OF 39 Venture Catering stands out among the competition. Venture Catering is the only social purpose caterer in Brooklyn. Further, Venture Catering coordinates full service not available through local restaurants and gourmet shops. This requires the customer to spend additional time coordinating services. Venture Catering will be more convenient for these customers. Venture Catering’s customized menu options, flexible customer service and convenience is a priority for social catering customers as these events reflect highly on the host. Businesses are looking for ease, the convenience of delivery and set-up, and more upscale options than deli fare. After food quality, price and reliability are the primary factors for these customers. Competitive Advantage Venture Catering is in a unique position to succeed with its inspired menu offering a variety of delicious, high quality food selections while providing entrepreneurial and culinary arts training to disadvantaged youth. Venture Catering’s key competitive advantages include: • Quality of food and customer service at competitive prices: The Business Manager and chefs bring a wealth of experience and expertise in creating delicious menu options and will ensure that the youth produce high quality food and service. • Full service, affordable catering: Venture Catering offers a full range of “front of the house” services, at reasonable rates. Youth are trained to provide the highest quality service. These youth are also enthusiastic about Venture Catering/PRY, knowledgeable about the food and able to speak professionally about their experiences. • Flexibility and customization of menu: The flexible nature of Venture Catering’s menus and event preparation allows the customer to have input in a way that larger, more established caterers and restaurants do not. Utilizing a youth labor force allows Venture Catering to maintain lower labor costs. • Social impact: Venture Catering will positively affects the lives of youth through a supportive workplace and training in culinary arts, customer service and entrepreneurship. The social mission allows customers to support a worthy cause while eating well. • Relationship with PRY: PRY’s Project Venture provides trained employees as staff for the business. In addition, PRY is well established in the community and has an extensive network of potential customers, supporters and other stakeholders. Lesson Learned from other Social Purpose Catering Companies Venture Catering has been assessing the lessons learned from other nonprofits that have launched businesses, particularly catering services. Venture Catering has gleaned valuable information from this research. Importantly, these businesses were able to secure market prices for their services as indicated in the charts below. Despite some variation in the actual prices, the businesses all confirmed that the pricing structure was based on fair market value in their location. The case study for New Directions Catering also illustrates key lessons in the success of social purpose businesses including focusing on marketing and the quality of the product rather relying on the solely on social mission to attract customers; the viability of a corporate lunch market segment; the importance of minimizing fixed costs; and creating a structured business environment with cross training and treating the people being hired as employees and not participants. PAGE 15 OF 39 New Directions Catering - Los Angeles, CA Product $/person Service Fee/Hr Dinners $25 Dinners $25 Hors D'oeuvres (no alcohol) $10 Cocktails $25 Lunch $10 Lunch $25 Brunch/Meeting $15 Brunch/Meeting $25 Additional Delivery fee of $25. Women's Bean Project - Denver, CO Product $/person Service Fee/Hr Dinners $10 Dinners $15 Hors D'oeuvres (no alcohol) $8 Cocktails $15 Lunch $7 Lunch $15 Brunch/Meeting $6 Brunch/Meeting $15 Additional delivery fee of $5-$25 depending on location and time of day. The Works - New York, NY Product $/person Service Fee/Hr Dinners N/A Dinners N/A Cocktails $35 Cocktails N/A Lunch $15 Lunch N/A Brunch/Meeting $10 Brunch/Meeting N/A Case Study of New Directions Catering – Los Angeles, CA (http://www.newdirectionsinc.org/socialcatering.shtml) New Directions, Inc., a long-term drug and alcohol treatment program, provides food, shelter and rehabilitation to homeless veterans. New Directions’ Catering Services provides food for events, large or small, casual or formal. The Catering business enables veterans in New Directions’ on-site Culinary Arts training program to earn income and learn additional skills needed for their eventual employment in the food service industry. New Directions Catering (NDC) was established in September 2002 and is currently generating profits of 38% of sales. Key business facts include: • Pricing: Food prices are competitive with the industry rather than drastically discounted in order to convey an image of a high quality product. • Growth rates: Their business has tripled since implementation. • Cost of food as % of sales: NDC works to make sure cost of food does not exceed 35%. They believe that a 28% target is reasonable and a good operational goal. • Breakeven date: NDC was almost immediately profitable. Since the parent organization already owned a kitchen, there were few significant start-up costs to overcome. PAGE 16 OF 39 • Profit margins: 38% on average. For box lunches for corporate customers meetings, the margin is 35-38% with 100-150 people. For corporate parties, the margin is 50%. • Kitchen facilities: New Directions provides food and shelter to homeless veterans, so the agency already owned and operated a commercial kitchen. The catering business is a way to capitalize on the agency’s excess capacity, since the kitchen is only used during regular meal hours. As a result, costs of maintaining and operating the kitchen are shared with the other programs of the parent organization. Key Challenges • Maintaining consistency in product and business operations: If the head chef is out, the consistency goes down. Chef must not need to oversee every detail. It is important to have people in program involved enough so that they feel ownership of business and learn to run the business themselves (i.e. management and accounting skills). Cross-training employees exposes them to different skills and enables others to fill in. • Planning for growth: Investors want to fund social enterprises with experienced managers and experts in the field. To investors, people are the most important asset of your business. • Know who can work where: Employee selection is key to ensure students are suited for job. • Work Ethics and Life Skills: NDC felt that this is a critical component that was missing in their training and employment programs. They do not provide a training course in the soft skills needed to keep a job (i.e. what employers expect, what you need to be willing to do or be fired). NDC recommends running the business under these same expectations. If someone is not performing, you need to replace the person with someone else. When this happens at NDC, the worker loses the job, but is then recycled through training programs. Lessons Learned • Market: NDC provides box lunches for weekly/monthly corporate meetings for nonprofits and for-profits. While this is a lower-margin product, it provides steady, consistent business that is also a good training tool for new workers. Most importantly, this establishes a relationship with business customers, which positions NDC for attaining these customers for their higher margin events as well. NDC currently provides 10-15 box lunches per month and 4-5 parties per month for these business customers. The best customers are nonprofit functions (i.e. foundations), which become a tasting for potential new clients. • Social Purpose: NDC suggests not relying on the social purpose in marketing and obtaining new customers. Customers are attracted through high quality products and services. • Political events/house parties/fundraisers: Marketing materials are distributed at these events, which are viewed as a growth opportunity to attract new business customers. NDC subscribes to Directcatering.com, linking online customers to caterers for private parties. • Corporate Lunches: NDC prefers office events because they are more structured and there is one contact person, allowing for relationship development. Each customer can provide a steady stream of business. PAGE 17 OF 39 IV. Marketing Plan Product During the pilot year, Venture Catering created recipes and cost-out menus for four product lines: buffet dinners, cocktail parties, business lunches and food for meetings. Customers can choose a comprehensive menu with signature items offered consistently and seasonal items introduced to keep the menu options fresh and exciting. Sample menus are located in the Supporting Documents section. Venture Catering also offers “front of the house” services including passed hors d’oeuvres and buffet service at reasonable prices. Place Venture Catering is an off-premise catering company. Typically, social catering customers host events in a private residence or small event hall. Business and institutional customers tend to hold events on the workplace premises in locations such as conference rooms. The menus are prepared at a commercial kitchen and then transported via a local car service with which Venture Catering has a preferred account, to the event or prepped at the kitchen and cooked or finished off at the event space. Venture Catering staff arrange and serve the food as directed by the customer. Pricing Venture Catering has two pricing strategies. The first is to offer a high-end catering service that combines top quality food with professional service. Offerings for this market include cocktail parties and dinners. The second pricing strategy is to offer a corporate catering menu, designed for business consumers seeking lunches and food service for meetings. These menus offer diverse menu items that are a step up from traditional deli sandwich fare. Below is Venture Catering’s price structure. Venture Catering Meal Type Price Brunch/Meeting $15 Lunch $25 Dinner $40 Hors d'oeuvres $28 For comparison, the information below lists catering rates and guidelines (national averages)1. Prices are per person. Meal Type Low Medium High Breakfast $5-10 $10-20 $20+ Lunch $5-15 $15-30 $30+ Dinner $10-20 $20-40 $40+ Hors d'oeuvres $5-10 $10-20 $20+ 1 Data source: www.directcaterer.com PAGE 18 OF 39 Promotion The catering business is a very personal sales industry in which relationships are the key to customer acquisition. These relationships are vital because customers are looking to use a catering firm that has been recommended or is “preferred” by the event space or institution. During the first two years, Venture Catering will focus on building brand awareness, leading to product trial, through word of mouth and strategic partnerships. The Business Manager, in conjunction with the Business Development Manager, will conduct sales calls and manage the promotional efforts. Venture Catering has a competitive advantage when it comes to attracting clients. Its parent company, PRY, has been serving the community for over 35 years and has an extensive network of friends, partners and allies. PRY has a network with 22 board members, over 75 foundation and corporate supporters, access to 400 afterschool providers through the Partnership for Afterschool Education and over 350 current donors. All the pilot customers were “friends” of PRY. Venture Catering developed positioning statements for its two target customer segments. Business Customers: Venture Catering is the brand of catering services offering convenient, reliable delivery of delicious lunches and refreshments for business meetings and gatherings at local corporations and institutions while benefiting the community. Social Customers: Venture Catering is the brand of catering services offering upscale food, flexibility and quality service to civic-minded Brooklyn residents while benefiting the community. Venture Catering Marketing Plan Year 1 Objective 1: Penetrate the social catering market to sell dinners and cocktails starting with 42 events in year one. Tactics • Provide hors d’oeuvres at monthly wine tasting events and other cross promotional efforts with Park Slope wine store Red, White and Bubbly (6 to 12 times a year); • Do taste tables at Grand Army Plaza Green Market (2 times a year); • Two outreach events to local party planners; • Targeted mailing to PRY current donors (350 people); • Outreach by PRY Board Members to friends and partners; • Conduct sales calls to local party planners; • Participate in Brooklyn Eats (Annual “tasting” event sponsored by Brooklyn Chamber of Commerce) starting in year two; • Obtain lists and send promotional materials to development professionals in Brooklyn; and, • Increase by at least 3 the event venues that include Venture Catering on their preferred caterer lists. PAGE 19 OF 39 Objective 2: Penetrate the catering market for business lunches and meetings. Tactics: • Call venues that host business functions such as Brooklyn Borough President Office to be on their preferred caterer list; • Conduct sales calls to all pilot customers; and, • Provide 5 tastings per year to professional organizations such as bar associations, CEO roundtables, Executive Director meetings, and grant maker associations. Objectives 3: Acquire repeat business from existing customers. Tactics • Conduct sales calls to all customers; • Distribute customer satisfaction surveys; • Conduct after event phone surveys; • Send thank you letters; • Provide kitchen magnets or other giveaways; and, • Publicize holiday event promotions. Marketing Pieces Venture Catering is currently developing a marketing piece, with menu samplings, that can be used in the mailings, tastings and house parties. Venture Catering has designed a logo, letterhead, business cards and is developing an informational package. The web site will be developed by June. A marketing budget for these materials along with the cost of promotional events is included in the supporting documents. Strategic Alliances The catering business is driven by word of mouth and referrals. Therefore strategic alliances are an important element of the business. Venture Catering has established several strategic relationships and will continue to develop partnerships as a main part of its marketing efforts. Currently, Venture Catering has created strategic alliances with the following organizations and institutions: • Project Reach Youth will contract catering services for the agency’s board meetings, conferences, fundraising events, and other meetings. PRY facilitates a large number of workshops and trainings, for a professional development initiative, which provides catered breakfasts and lunches for these events. PRY has already committed to 60 events, which will generate over $20,000 in annual sales. • The Prospect Park Picnic House, a popular site for events that does not offer on-site catering, has added Venture Catering as an approved vendor. Similarly, Brooklyn Borough Hall, with meeting spaces used by local businesses and nonprofits for events, has included Venture Catering on their preferred vendor list. Venture Catering is identifying organizations that rent spaces for events. PAGE 20 OF 39 • Venture Catering is establishing connections to other organizations with access to catering customers such Garfield Temple, which has used our services for their own events and is willing to recommend us for bar mitzvahs to their members. • Many nonprofit institutions also have fundraising events. Venture Catering will market our services to development staff, who typically hire the caterer for these events, through professional associations for development professionals such as the New York Association of Fundraising Professionals and Women in Development. • “Brooklyn Eats” a program sponsored by the Brooklyn Chamber of Commerce to promote local food establishments in Brooklyn will provide online and print promotions; and, • Red, White and Bubbly; a local wine shop contracts with Venture Catering to provide food at frequent wine tasting events. Research and Development Venture Catering will experiment with new recipes to expand the menu, offer seasonal products, and provide customers with more choices. The Business Manager will test new recipes, train the youth and pilot the new products to a small customer segment before adding it to the menu. Venture Catering will also research the feasibility of expanding to new product lines such as: • Market items such as holiday baked goods, or homemade sauces and condiments that will be prepared in response to pre-order sales; • Selling pastries or desserts to local restaurants and coffee houses; • Offer gourmet-cooking classes featuring chefs from prominent New York restaurants; • Pre-made holiday meals such as Thanksgiving dinners with turkey and the trimmings or Passover Seders; • Picnic baskets for concerts and events in Prospect Park; and, • Compile and sell a cookbook of recipes from our classes and catering business. PAGE 21 OF 39 V. Management Plan Relationship to Parent Organization In August 2003, PRY’s Board of Director’s established Venture Catering LLC. Venture Catering is currently securing its New York State catering license and has completed the legal documents to become a wholly independent Limited Liability Corporation, owned in full by Project Reach Youth, Inc. (PRY) with an Advisory Board consisting of five members with 2 PRY Board Members and 3 industry experts. The structure will allow PRY to ensure that Venture Catering remains focused on its social mission while reducing liability risk to PRY. The management of Venture Catering brings a range of experience in the fields of finance, culinary arts, entrepreneurship and youth development. Project Reach Youth Venture Catering Advisory Board Project Venture Venture Catering Collaboration in training youth Trained Youth Business Development Manager Business Manager/Chef Elizabeth Schnee Peter Solomita Chef Specialty Sous Chef Interns Chefs Assistant Chefs Apprentice Chefs PAGE 22 OF 39 Venture Catering Advisory Board Michael Ayoub’s commitment to his Brooklyn community is apparent in every aspect of his life. Michael is the renowned chef and former co-owner of CUCINA Restaurant, Small Feast catering company, Mike and Tony’s, BAM Café, and Le Coffee Shop at Lutheran Medical Center. Founded in 1990, CUNINA Restaurant’s arrival in Park Slope, transformed the area into a vibrant culinary destination and contributed to the economic revitalization of Fifth Avenue. CUCINA has been rated the best restaurant in Brooklyn by Zagat’s Guide and the New York Press. Mr. Ayoub’s personal experience of growing up in Brooklyn led to his commitment to give back to his community. Michael has employed dozens of PRY teens in his businesses and serves as an inspirational speaker to youth groups, encouraging them to pursue their dreams. Mr. Ayoub serves on the Board of the Brooklyn Center at Brooklyn College, Urban Glass, and Xaverian High School. John Fowler has recently founded a private equity investment and advisory firm, Baycrest Capital, LLC based on his impressive career with over twenty years experience working at major investment firms in the healthcare sector. During a decade at Salomon Brothers, Mr. Fowler founded the investment banking health care group at the company expanding it from three bankers to a team of over 65 professionals with offices in New York, London, Chicago and Tokyo. He served as the Managing Director and Head of the Health Care Group at Salomon Brothers from 1992 to 1998. In 1998, Mr. Fowler joined J.P. Morgan as Managing Director for the Health Care Group expanding the traditional base of pharma and biotech clients to service sectors including hospitals, nursing homes, HMOs and distribution companies. In 2001, Mr. Fowler was appointed President and Member of the Board of Directors for Large Scale Biology Corporation, a biotechnology company. Mr. Fowler serves on the board of Beverly Enterprises, a Fortune 500 public nursing home operator. He has been a member of PRY’s Board of Directors since 2001. Irene S. LoRe is co-owner of Aunt Suzie’s Restaurant, which opened in 1987, and serves as an Adjunct Professor of Management and Entrepreneurial Policy, at Pace University Graduate School. As co-owner of the restaurant, Ms. LoRe provides marketing and overall management oversight. Ms. LoRe is a management consultant to small and medium sized companies in entrepreneurial strategies, management and sales training, marketing, speech writing and coaching. Ms. Lo Re has been a principal in six entrepreneurial ventures over the last nineteen years. Prior to becoming an entrepreneur, she held several corporate positions including running a chain of eye glass stores and serving as Vice President for a medium sized insurance company overseeing a staff of over a hundred. Current volunteer positions include Chairperson of Community Board Six in Brooklyn, board member of the Brooklyn Chamber of Commerce, service on the Business Committee of the Prospect Park Alliance, and member of the Fifth Avenue Merchants Association. Barbara McTiernan is the Senior Vice President for External Affairs for Prospect Park Alliance overseeing all aspects of development, marketing and concessions. The Prospect Park Alliance is a public/private partnership with the City of New York, which through fundraising and advocacy furthers the restoration and preservation of Prospect Park. She was a co-partner in McTiernan/Kahn Catering, a catering and party planning business from 1980 to 1987. Current volunteer activities include Vice Chair of the Park Slope Volunteer Ambulance Corporation, Chair of Second Street Block Association, and Member of the Junior League of Brooklyn. Ms. McTiernan is married with three children and has lived in Brooklyn for over thirty years. PAGE 23 OF 39 Grace Wilner has operated a private psychotherapy practice since 1992 and has been employed part-time with the Catholic Guardian Society since 1983. Her work at the agency includes providing psychological evaluations in English and Spanish with inner city children and adolescents, supervision of psychologists and social workers, and leading group trainings for foster parents. Areas of expertise include developmental issues with children evolving into adolescence and teaching appropriate anger management skills. Ms. Wilner has served as a Board Member of Project Reach Youth since 1998. Management Team Business Manager/Chef: Pete Solomita is responsible for day-to-day operations of Venture Catering. This includes scheduling, planning and staffing all events, developing the menu, implements marketing plan, hiring and managing the youth, and maintaining financial records. The Business Manager will report to the Advisory Board. Pete Solomita brings to Venture Catering a multi-dimensional background in retail/wholesale and not for profit management, event production, culinary arts and working with youth. Pete has over 15 years in not for profit management experience that includes program development, volunteer recruitment and training, fundraising and overseeing funding programs. In addition, Pete has been active in producing concerts and events, entertainment services and catering. A graduate of Natural Gourmet Cookery School, Pete has worked in restaurants, gourmet retail prepared foods, catering services and private teaching. Pete has worked with youth training teens to do HIV/AIDS outreach at concerts and clubs, and working as an intern then instructor with PRY’s Project Venture. Pete is also owner and president of GROOVALICIOUS Entertainment Services and serves as board president for The Rebecca Center for Music Therapy. Pete’s experience includes: training youth; extensive experience organizing special events; bartending; program development; marketing; retail and wholesale sales experience; teaching culinary classes at Project Venturing and publishing culinary articles. Business Development Manager: Liz Schnee has been a non-profit manager for over a decade and with Andrea Martin developed the Project Venture Culinary Arts Program. Over the eight years Liz has worked at PRY, she has held a variety of leadership positions and has been a part of the agency’s senior management team. With funds from Seedco Liz led PRY through the business pre- development year, working closely with a business consultant and the team at PRY to conduct the business feasibility study. Liz is a long-time resident of Park Slope and has an extensive network of contacts within the targeted Brooklyn communities. Liz, along with Pete Solomita, recently completed a course, How to Open a Catering Business, at the Institute for Culinary Education. Ms. Schnee’s primary responsibilities will be to work with the Business Manager in marketing Venture Catering to both target segments and acquiring additional catering jobs. In addition, as Program Coordinator for Project Venture, Ms. Schnee will link the culinary arts training and PRY services with Venture Catering. Assistant Chef: This position will assist the business manager with the day-to-day operations of Venture Catering. Assistant Chef will help with ordering, shop for specialty items, oversee youth in the kitchen, track kitchen inventory, and provide support to business manager. PAGE 24 OF 39 Project Venture Chef: Andrea Martin brings more than a decade of experience as a professional chef in both restaurants and catering businesses. Andrea has worked with Project Venture since its inception three years ago and has built solid experience in training and supervising youth in the kitchen. She will work with the Business Manager to transition youth employees from the culinary training to Venture Catering. Specialty Chefs: This is position will be filled by professionals in the field that bring special talents and experience to Venture Catering. Examples would include pastry chefs, culinary educators and teachers, cheese purveyors, sommeliers, event planners, food and decorative designers, and other food service related specialties. These positions will be filled on an as needed basis to complement Venture Catering staff and for high-end larger events. Chef Interns: Venture Catering will utilize relationships developed by Project Venture to serve as an externship site for local culinary schools. Project Venture has been fortunate to be a placement site for culinary school student interns including Jen Massie from the French Culinary Institute and Tina Pico of the Natural Gourmet. Youth Staff: Youth staff will be utilized in both the kitchen and the service activities. Youth will join the Venture Catering staff, as Apprentice Chefs, after completing the Project Venture Culinary Arts Training Program as well as an internship in food service. The staff for the first year of Venture Catering will be drawn from a highly talented pool of graduates from the three years of Project Venture Training Classes, some of which are currently students in culinary school. This experience will allow Venture Catering to ramp up quickly in terms of professional service skills and efficiency. Youth will be employed for a maximum of one-year in the entry-level position to enable the business to train as many young people as possible. Every four months new employees who have graduated from Project Venture’s culinary training program will be added to business as others complete their year of employment. Upon completion of their term of employment, the Apprentice Chefs will either move on to more senior positions within the business or be supported in finding other employment in the industry. Level 1: $7 per hour. Apprentice Chef Entry-level position for teens who have graduated Project Venture. This position requires basic culinary skills such as: knife handling skills, cooking techniques (blanch, fry, bake, sauté, braise, etc.), safe food handling, ability to read a recipe and execute, ability to follow direction and basic front of the house skills. Level 2: $10 per hour. Assistant Chef The position requires restaurant or catering skills or advance culinary training. Employees must be able to work unsupervised and will be asked to take a food handling course for certification. Position mentor new employees and assist the Business Manager in the execution of catering checklists, managing inventory, ordering of supplies, and customer relations. PAGE 25 OF 39 Level 3: $15 per hour. Sous Chef This position requires a culinary degree and 2-3 years job experience. Job duties will include kitchen and off-site supervision of staff when the Business Manager is not present, mentoring of senior youth employees, recipe and menu development, customer relations, inventory and ordering of supplies. To start, we will seek recent graduates from culinary schools and or local food service business. Down the road, this position will be filled mostly with youth employees who have been promoted through Venture Catering. Employee Review Process The Business Manager will be responsible for tracking the outcomes and evaluating the youth employees’ overall job performance. Upon hiring a young person, a personnel file will be created into which copies of resumes, cover letters, job applications and any other information related to career advancement will be kept along with other relevant human resources information. In addition to debriefing sessions after each event, quarterly performance assessments will be conducted with each employee. These include a written performance evaluation and individual meetings with each employee. During this time the professional staff will review the youth employee’s job performance and offer constructive criticism. The youth employee will also have an opportunity to evaluate him/herself and to give feedback to the professional staff. The quarterly meetings will also offer a time to discuss, plan for and track the youth employee’s future career and educational goals. Performance evaluations will be documented and kept in the employee’s personnel file. Time sheets will be used to assess punctuality and attendance and feedback will be given as soon as a concern arises. A formal knife skills assessment will be made of each employee at mid-year and at the end of the year of employment. Project Reach Youth’s Commitment to the Venture Catering PRY is confident that Venture Catering will further its mission to assist youth people reach their goals. Programmatically, Venture Catering is a natural extension to PRY’s work readiness and culinary arts training programs. Organizationally, Venture Catering will provide PRY with avenues to increase its visibility, recognition and financial support. Beyond any profits the business will generate, Venture Catering can open doors to new potential donors for PRY. PRY has committed organizational resources to create a business plan and successfully launch this social purpose enterprise. Staff from PRY’s culinary arts training program, Project Venture, will train and provide employees and work closely with Venture Catering to ensure a smooth transition. PRY will provide the Apprentice Chefs at Venture Catering with social work services and job readiness. Upon completion of their one-year employment at Venture Catering, PRY will support these Apprentice Chefs in transitioning to other career opportunities and/or gaining admission to higher education including culinary arts schools, technical schools, colleges and universities. PAGE 26 OF 39 VI. Operations Plan Youth Staff Selection and Promotion Employment in Venture Catering is limited to one year and is designed to be a stepping-stone to future employment. To ensure that the business will never be staffed entirely by new employees, a new group of trained Apprentice Chefs will cycle into the business three times a year. Venture Catering Apprentice Chefs will enter the business with high-level skills, having completed the culinary arts training. Project Venture Culinary Arts graduates a cadre and every four months a new team of youth will enter the business. Only the most successful graduates of the training who have demonstrated good attendance, responsibility, motivation and skills will be hired by Venture Catering. A buddy system will pair each new youth with a more experienced worker, responsible for providing additional support to the new employee. In addition to being a boss, the business manager will serve as a coach and mentor for the Apprentice Chefs. After the initial first year of employment, some Apprentice Chefs will have the opportunity to be promoted to more senior level positions such as Assistant and Sous Chefs. Advancement opportunities will inspire entry-level workers to do their best and allow Venture Catering to retain skilled youth staff for more than one year. In addition, these more senior chefs will set the tone for the other youth to behave in a professional, mature manner. Venture Catering is designed as an extension of PRY’s career development program. The agency is committed to offering as many youth as possible the opportunity to work with Venture Catering. The one-year term will prevent complacency and force young people to prepare for subsequent employment. High staff turnover is already the industry standard for food service. The gradual staff cycles at Venture Catering is designed to provide opportunities for more young people while thoughtfully managing staff transitions to minimize the impact on business operations. Youth Employee Training Venture Catering will conduct an employee orientation every four months, which builds on the training already acquired through Project Venture, as a new cycle of Apprentice Chefs join the business. The orientation, which builds upon the training already received from Project Venture, will include the following topics: 1. Introduction to Venture Catering: a. Mission of social purpose business and relationship to Project Venture & PRY b. Business staff and types of catering work c. Part-time scheduling (driven by events) and one year employment commitment 2. Detailed review of employee manual & kitchen norms 3. Detailed review of youth employee job description 4. How to fill out time sheets & other paperwork 5. Orientation to kitchen a. Proper use & care of all equipment b. Where & how things are stored c. Systems for maintaining track of inventory 6. Safety and sanitation 7. Customer relations a. Handling phone calls and delivering food to customers b. Service skills at events PAGE 27 OF 39 8. Front of the house skills a. Plating & presentation of food b. Passing appetizers and talking about food with customers c. Bussing & clean up 9. Knife Skills Practical Review 10. Kitchen Math & Reading a Recipe Review 11. Professionalism a. Personal presentation b. Attendance & punctuality c. Positive attitude, hard work, and team work d. Problem solving and conflict resolution Production Process The Business Manager will work with each customer to develop a menu for the event. Food products, rentals and other items will be purchased or arranged for the event. Catering has already negotiated arrangements with suppliers. The Business Manager will develop a production and staffing schedule to prepare the menu. These catered meals will be produced by the Apprentice Chefs with supervision in a commercial kitchen. Customers can choose either to pick up small orders themselves, or the food will be transported by Venture Catering staff in a car service under our preferred customer arrangement. As with most caterers, some food items will be re-heated in the customer’s kitchen. Food will be plated and presented on site using Venture Catering platters or other serving items. For larger events, Venture Catering may rent additional service items. Venture Catering Apprentice Chefs will be available to provide wait staffing when requested. Non- perishable items will be stored in bulk and during slow periods items such as stocks and certain sauces will be prepared in advance and frozen for future use. Supply Chain and Inventory Management Products will be obtained through established relationships with vendors. The Business Manager along with the Assistant Chef will be responsible for inventory management to ensure that there are ample supplies for upcoming orders. The Business Manager will coordinate beverages, party rentals, and ordering wine at a client’s request. Venture Catering has relationships with several rental companies that deliver and pick up china, glassware and other utensils. Venture Catering has determined reliable sources for the ingredients and equipment needed. These sources include: • Park Slope Food Coop (fresh, organic, low-cost produce and other healthful ingredients); • Horizon Meat and Seafood; • Costco (wholesaler for bulk food and paper goods supplier); • Arrow Metropolitan Linen (for catering uniforms); • Broadway Famous, Party Time, and Atlas Party Rentals (rent party supplies); and, • Jetro (restaurant supply). Additional supplier relationships will be developed when Venture Catering is able to generate regularly placed orders that meet minimum order size requirements. PAGE 28 OF 39 Kitchen Space, Facility Requirements and Equipment Needs Venture Catering has rental agreements with two restaurants and has been providing catering services from these locations. In the first year, Venture Catering will continue to rent kitchen space at $200 per day. Venture Catering has been seeking a new space that will provide access to a fully equipped kitchen with ample workspace and storage for ingredients and prepared food items. A location near major transportation will make it easier for the youth to get to work. Venture Catering has also developed a list of required kitchen equipment (pots, pans, knives, etc.) totaling approximately $30,000 included in the start-up budget. Capacity Analysis Given the seasonality of the business, Venture Catering anticipates that the late fall and winter holiday season and the spring will be busy periods. Through Project Venture’s extensive network of contacts with neighborhood restaurants and chefs, Venture Catering has identified a number of chefs and pastry chefs who can work with the catering business to accommodate the fluctuations in demand for catering. Similarly, if more youth are needed on occasion, Venture Catering can draw from the pool of trained Project Venture graduates. Productivity Analysis During the pilot year Venture Catering cost-out signature recipes and determined the length of time each took to prepare. The amount of staff and hours required to prepare for an event is calculated based on the recipes being prepared and the number of pieces of each unit being served. In addition, the staffing level for events with wait service was calculated. Venture Catering will continue to track staff and ingredient costs for each event using a project code for each event to determine productivity and food costs. Economies of Scale As the Venture Catering expands or multiple jobs are secured, economies are expected primarily in the cost of food. Venture Catering will be able to buy more in bulk, prepare sauces and other items in advance, and develop stronger relationships with its vendors thereby reducing the cost of the product. As Venture Catering increases business with select vendors (such as rental companies), we anticipate a reduction in unit costs. Quality Control To assure quality control, the Apprentice Chefs will be supervised at all times by the Business Manager or Assistant Chef during food production. No food will leave the premises without a careful inspection by a supervisor. At events, the Business Manager or Assistant Chef will oversee the set-up, presentation and clean up of the food served. To ensure the highest quality of food and service, the Business Manager will give feedback to the Apprentice Chefs at weekly meetings and debriefing sessions after large events. A Customer Satisfaction Survey will be distributed to all customers, after each catered event to obtain customer feedback. Results will be shared with the employees and integrated into future catering work. In addition, Apprentice Chefs will also be observed and given feedback on their customer service skills. PAGE 29 OF 39 Fiscal Outsourcing Venture Catering will outsource its accounting system to PRY’s Finance Department. PRY will create and maintain a separate accounting system for Venture Catering using our existing financial software. Venture Catering will have its own separate checking account and general ledger. The Business Manager will be responsible for customer billing and payment collection. Venture Catering will also prepare timesheets and expense reports for each event with staff and event costs. PRY’s Finance department will manage all financial transactions for the business including making deposits and paying bills. PRY will prepare and manage payroll by creating a separate account through ADP. PRY will also oversee the tax forms and audits using the agency’s existing certified public accountant. On a monthly basis, PRY’s CFO will produce monthly financial documents including income and expense statements, and cash flow projections to provide the Advisory Board and the parent organization with the information to make sound business decisions. Management and Information Systems Venture Catering has evaluated a number of information systems and plans to purchase ExecuChef to track customer information, catering jobs and conduct marketing activities. Detailed customer information including sales history, menu and preferences will be created. Catering IT Inventory Information Account Tracking/ Event Marketing Purchasing License Other Features Mgt. Reporting Mgt & ordering Cost Software Caterplus √ √ √ √ $ 1,695 CaterPro √ √ √ $ 695 1 yr. technical support; yearly upgrade $ 250 CaterTrax √ √ √ √ √ Proposal Online automated Requested system/customer access Caterease √ √ √ √ $ 1900 Maint. Agmt. $500; ChefTec √ √ √ $ 595 Used by Marriott ExecuChef √ √ √ √ $ 599 • Account Management: All contacts, sales responsibility, billing, invoicing, corporate or social settings, separate contacts, billing and delivery information. • Performance Tracking & Reporting: Accounts receivable, aged accounts receivable, account statistics, events calendar. • Event Management: Limitless selections, cost & prices, tracking per selection, notes, tasks, location, charge summary, payment summary. • Purchasing & Ordering: Generates orders, tracks purchasing in detail and provides summary. Instant flag on price increases & decreases. Compares vendor bids & actual purchases between vendors, transfer invoices to accounting system. • Other: Includes other features or information worth mentioning such technical support, and maintenance costs. PAGE 30 OF 39 Business Timeline Venture Catering will scale up the business based on the following timeline: Venture Catering Business Timeline Months Task 1 2 3 4 5 6 Develop Human Resources Manual Done Develop Employee Performance Review Done Develop Job Descriptions Done Create Menus Done Install MIS System Develop System for Tracking Inventory Create Marketing Materials Including Web-Page Purchase Equipment/Supplies Publicize Official Business Start-Up Recruit, Hire, and Orient Youth Staff Plan/Begin to Provide Ongoing Staff Development Plan/implement press activities for business launch Hold Kick-off event to Introduce Business PAGE 31 OF 39 VII. Financial Plan Venture Catering is a double bottom line business, focused on ensuring a supportive work environment for the youth involved in the program and generating revenue for PRY programs. Venture Catering hits break even in year 3, and moves to 12% net margins in year 5, on revenues of $304,940. By Year 4, Venture Catering will be a fully self-sustaining business. In subsequent years, Venture Catering will be able to support PRY programs and services. With realistic expectations about growth of the business, Venture Catering will service an average of two events per week during its first year and grow to five events per week by year 5. Revenue Assumptions Venture Catering has 4 product offerings: • Dinners with an average of 40 people at $40 per meal; • Cocktail events with an average of 75 people at $28 per person; • Lunches with an average of 25 people at $25 per meal; and, • Meeting/Brunch with an average of 20 people at $15 per meal. Venture Catering is projecting 125 events in year 1, or 2.4 events per week, growing to 248 events, or 4.8 events/week in year 5. The average revenue per meal is $25.40 in year 1, growing to $28.45 in year 5, based on mix of business moving toward more profitable cocktails and dinners. In year 3, a fee increase of 7% is built into the model. Service for events is provided on dinners and cocktails by youth servers and is billed at $16 per hour. Below are the revenue assumptions: Revenue Assumptions 7% Catering Yr 1 - 2 Yr 3 - 5 Events/Year Meals served # people $/person $/event $/person $/event Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Dinners 40 $40.00 $1,600 $43 $1,712 12 18 23 26 30 480 720 900 1,035 1,190 Cocktails 75 $28.00 $2,100 $30 $2,247 30 45 56 65 74 2,250 3,375 4,219 4,852 5,579 Lunch 25 $25.00 $625 $27 $669 20 30 38 43 50 500 750 938 1,078 1,240 Brunch/Meet ing 20 $15.00 $300 $16 $321 63 95 95 95 95 1,260 1,890 1,890 1,890 1,890 Total 125 188 211 228 248 4,490 6,735 7,946 8,855 9,899 Events Per Week Average Cost per Meal 2.4 3.6 4.1 4.4 4.8 $25.30 $25.30 $27.73 $28.10 $28.45 Fee Service Servers hours Ttl Hrs Fee/Hr Event Yr 2 Yr 3 Yr 4 Yr 5 Dinners 2 4 8 $16.00 $128 50% 25% 15% 15% Cocktails 3 4 12 $16.00 $192 50% 25% 15% 15% Lunch 0 0 $16.00 $0 50% 25% 15% 15% Meeting 0 0 $16.00 $0 50% 0% 0% 0% PAGE 32 OF 39 Key Expense Assumptions Staffing includes one full time Catering Business Manager at $48,000 per year; a portion of a Business Development Manager; Apprentice (student chefs) at $7.00 per hour; an Assistant Chef at $10.00 per hour and a Sous Chef at $15.00 per hour. Salaries increase of 2% per year for all staff positions is included. Fringe benefits were calculated at 20% for full time staff and at 10% for part time staff. Labor costs are based on number of hours of part-time (Apprentice Chef hours) to prepare each event time the number of events per year. This drives annual work hours. Venture Catering will continue to use a rental kitchen for Year 1 at $200 per day times 3 days per week. It will lease an equipped kitchen for year 2 at $3,800 per month. Transportation will be done through currently established relationships with car services and costs will be passed through to clients. Expense Assumptions Cost of Food (% of catering $) Yr1 Yr 2 Yr 3 Yr4 Yr5 28% 27% 26% 24% 24% Staff Costs 2.0% 2.0% 2.0% 2.0% Staff Salary Yr1 Yr 2 Yr 3 Yr4 Yr5 $49,93 $50,93 $51,95 Catering Bus Mgr FT $48,000 $48,960 9 8 7 Bus Dev Mgr PT $6,000 $6,120 $4,000 $4,080 $4,162 Apprentice Chef PT $7.00 $7.14 $7.28 $7.43 $7.58 Assistant Chef PT $10.00 $10.20 $10.40 $10.61 $10.82 Sous Chef PT $15.00 $15.30 $15.61 $15.92 $16.24 Payroll Expenses FT PT W/C, SUDA ,FICA 11% 10% Retirement, Health 9% 0% Total Benefits/Fringe 20% 10% # Hours Per Event for PT Staff Brnch/ Ttl Hrs/ PT Emps Yr1 Yr 2 Yr 3 Yr4 Yr5 Dinners Cocktails Lunch Mtg Catering hrs Apprentice Chef 24 30 12 6 App. Chef Hrs 1,806 2,709 3,245 3,646 4,108 Assistant Chef 0 0 0 0 Asst. Chef hrs 0 0 0 0 0 Sous Chef 8 8 6 0 Sous Chef hrs 91 137 171 197 226 Ttl PT Hours 1,897 2,846 3,416 3,843 4,334 % Need Per Event for PT Staff Brnch/ Dinners Cocktails Lunch Mtg Service Youth Chefs 100% 100% 100% 100% Youth Servers 456 684 855 983 1,131 Sr. Youth Chefs 0% 20% 20% 20% Asst Chef 20% 20% 20% 0% PAGE 33 OF 39 Below are projections for the general operations and fixed costs. G&A Per Event Yr1 Yr 2 Yr 3 Yr4 Yr5 Variable Transport-D, C, L $28.00 $1,736 $2,604 $3,255 $3,743 $4,305 Transport - Brunch $10.00 $630 $945 $945 $945 $945 Total Variable $2,366 $3,549 $4,200 $4,688 $5,250 Fixed annual inc: 2.0% 2.0% 2.0% 2.0% Administrative $6,000 $6,120 $6,242 $6,367 $6,495 Facility Maint. $50 $600 $612 $624 $637 Marketing $7,399 $10,308 $3,831 $3,848 $5,868 Rent - PT $200 $30,000 Rent -Lease $3,800 $45,600 $46,512 $47,442 $48,391 Telephone $50 $600 $612 $624 $637 $649 Supplies $200 $2,400 $2,448 $2,497 $2,547 $2,598 Linens $75 $900 $918 $936 $955 $974 Utilities $500 $6,000 $6,120 $6,242 $6,367 Vent Cleaning $165 $1,980 $2,020 $2,060 $2,101 Extermination $100 $1,200 $1,224 $1,248 $1,273 Insurance $400 $4,800 $4,896 $4,994 $5,094 $5,196 Misc. $800 $500 $500 $500 $500 Total Fixed $52,899 $81,182 $76,112 $77,565 $81,050 Total G&A $55,265 $84,731 $80,312 $82,254 $86,299 Key Financial Milestones • Secure $103,813 in start-up costs to purchase equipment, develop marketing materials and fund salary and material needs in the initial months; • Sell social catering events with 30 high-end cocktail parties with an average of 75 guests at an average price of $28 and 12 dinners with an average price of $40 per person and 40 guests in year one; and, • Sell business catering events with 63 brunch/meetings per year at an average per person price of $15 for 20 people and 20 lunches at $25 per person and 25 people in year one. Over 60 meetings are already committed. Start-Up Costs Venture Catering needs $103,813 in investment capital, which includes tools and supplies, four months of salaries, a full year of marketing costs, and four months of SG&A, plus some cash reserves. This will allow the organization to maintain itself with positive cash flow for three years as it moves into the black. A start-up budget is included in the supporting documents. PRY’s Board of Directors has provided approval for launching Venture Catering. PRY has also committed to raising the start-up funds to launch business and is approaching funders such as the Horace and Amy Hagedorn Fund. PRY is exploring attaining loans designed for social purpose businesses. PAGE 34 OF 39 REVENUE Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Catering Dinners 19,200 28,800 38,520 44,298 50,943 Cocktails 63,000 94,500 126,394 145,353 167,156 Lunch 12,500 18,750 25,078 28,840 33,166 Brunch/Meeting 18,900 28,350 30,335 30,335 30,335 Ttl Catering 113,600 92% 170,400 92% 220,326 92% 248,825 92% 281,599 92% Service Dinners 1,536 2,304 2,880 3,312 3,809 Cocktails 5,760 8,640 10,800 12,420 14,283 Lunch 0 0 0 0 0 Brunch/Meeting 0 0 0 0 0 Ttl Service 7,296 6% 10,944 6% 13,680 6% 15,732 6% 18,092 6% Transport Fee Car/Van Svs 2,366 3,549 4,200 4,688 5,250 Ttl Transport Fee 2,366 2% 3,549 2% 4,200 2% 4,688 2% 5,250 2% TTL REVENUE 123,262 100% 184,893 100% 238,206 100% 269,245 100% 304,940 100% EXPENSES Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 COST OF SALES Food Costs 31,808 26% 46,008 25% 56,183 24% 59,718 22% 67,584 22% Staff Costs Apprentice Chef 12,642 19,342 23,629 27,085 31,126 Assist. Chef 0 0 0 0 0 Sous Chef 1,368 2,093 2,669 3,130 3,672 Youth Servers 3,192 4,884 6,227 7,304 8,568 Payroll Exp PT (10%) 1,720 2,632 3,252 3,752 4,337 Ttl Salary 18,922 15% 28,951 16% 35,777 15% 41,271 15% 47,702 16% Ttl Cost of Sales 50,730 41% 74,959 41% 91,960 39% 100,989 38% 115,286 38% SELLING, GENERAL, & ADMINISTRATIVE EXPENSES Catering Bus Mgr 48,000 48,960 49,939 50,938 51,957 Bus Dev Mgr 6,000 6,120 4,000 4,080 4,162 Payroll Exp FT(20%) 9,600 9,792 9,988 10,188 10,391 Transportation 2,366 3,549 4,200 4,688 5,250 Administrative 6,000 6,120 6,242 6,367 6,495 Facility Maint. 0 600 612 624 637 Marketing 7,399 10,308 3,831 3,848 5,868 Rent 30,000 45,600 46,512 47,442 48,391 Telephone 600 612 624 637 649 Supplies 2,400 2,448 2,497 2,547 2,598 Linens 900 918 936 955 974 Utilities 0 6,000 6,120 6,242 6,367 Vent Cleaning 0 1,980 2,020 2,060 2,101 Extermination 0 1,200 1,224 1,248 1,273 Insurance 4,800 4,896 4,994 5,094 5,196 Misc. 800 500 500 500 500 Ttl SG&A 118,865 96% 149,603 81% 144,239 61% 147,459 55% 152,809 50% TTL EXPENSE 169,595 224,561 236,199 248,449 268,095 NET INCOME ($46,333) ($39,668) $2,007 $20,797 $36,845 -38% -21% 1% 8% 12% PAGE 35 OF 39 Cash Flow Projections Year One Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash flow from operations: Cash at beginning of period $103,813 $94,816 $90,955 $87,094 $83,233 $79,372 $75,511 $71,650 $67,789 $63,928 $60,067 $56,206 Cash from Sales $5,136 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 $10,272 Cash Provided by Operations $108,949 $105,088 $101,227 $97,366 $93,505 $89,644 $85,783 $81,922 $78,061 $74,200 $70,339 $66,478 Cash paid to Suppliers (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) (2,848) Wages and Salary Payments (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) (1,577) Operating and Other (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) (9,708) Cash Disbursed ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) ($14,133) Net Cash flow from Operations $94,816 $90,955 $87,094 $83,233 $79,372 $75,511 $71,650 $67,789 $63,928 $60,067 $56,206 $52,345 YEAR 2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash flow from operations: Cash at beginning of period $52,345 $46,471 $43,165 $39,860 $36,554 $33,248 $29,942 $26,637 $23,331 $20,025 $16,720 $13,414 Cash from Sales 12,840 15,408 15,408 15,408 15,408 15,408 15,408 15,408 15,408 15,408 15,408 15,408 Cash Provided by Operations $65,184 $61,879 $58,573 $55,267 $51,962 $48,656 $45,350 $42,044 $38,739 $35,433 $32,127 $28,822 Cash paid to Suppliers (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) (4,130) Wages and Salary Payments (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) (2,413) Operating and Other (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) (12,171) Cash Disbursed ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) ($18,713) Net Cash flow from Operations $46,471 $43,165 $39,860 $36,554 $33,248 $29,942 $26,637 $23,331 $20,025 $16,720 $13,414 $10,108 YEAR 3 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cash flow from operations: Cash at beginning of period $10,108 $2,918 $3,085 $3,253 $3,420 $3,587 $3,754 $3,922 $4,089 $4,256 $4,423 $4,591 Cash from Sales 12,493 19,851 19,851 19,851 19,851 19,851 19,851 19,851 19,851 19,851 19,851 19,851 Cash Provided by Operations $22,601 $22,769 $22,936 $23,103 $23,270 $23,438 $23,605 $23,772 $23,939 $24,107 $24,274 $24,441 Cash paid to Suppliers (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) (5,032) Wages and Salary Payments (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) (2,981) Operating and Other (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) (11,670) Cash Disbursed ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) ($19,683) Net Cash flow from Operations $2,918 $3,085 $3,253 $3,420 $3,587 $3,754 $3,922 $4,089 $4,256 $4,423 $4,591 $4,758 PAGE 36 OF 39 Social Return on Investment Retained Part-Time Employment in Catering Business: • Hire and train 5-20 youth annually for part time employment in catering business; and • At least 75% of the youth will complete one year of part-time employment annually. Gain a Sense of Professionalism and "Soft-Skills" That can Transfer to Future Employment: • Apprentice Chefs will understand workplace culture and etiquette; • Apprentice Chefs develop time management skills: punctuality, attendance and efficiency; • Apprentice Chefs have enhanced communication and customer service skills; and, • Apprentice Chefs become more able to work independently. Enhance Culinary and Service Skills: • Apprentice Chefs will improve knife skills, kitchen organization, presentation/serving skills. Pursue Higher/Continuing Education: • At least 40% of the Apprentice Chefs each year will make plans to attend college, culinary institute or vocational training. Prepare to Conduct a Job Search: • Apprentice Chefs will learn to write cover letters and update resume; • Apprentice Chefs will receive professional reference from chef; and • Apprentice Chefs will develop self-confidence needed to successfully interview for employment. Develop Money Management Skills and Take Steps Toward Financial Independence: • At least 75% of the Apprentice Chefs will open bank accounts PAGE 37 OF 39 VIII. Risk Assessment and Contingency Plan Risks and Strategies for Mitigation Venture Catering has taken steps to minimize the risks associated with opening a catering business. In addition, the staff has anticipated several potential issues and proposed mitigation strategies. • Youth Staffing – Venture Catering will be composed primarily of youth that have been trained through Project Venture Culinary Arts Training Program. If the commitment and dedication of these participants is lacking or other issues hinder the ability of the youth to follow a work schedule the business may have difficulty servicing the catering orders. Strategy for mitigation: The selection process will be key. Venture Catering will hire only the most highly trained and motivated among the Project Venture trainees. Furthermore, the Apprentice Chefs will be treated as employees not participants, with the expectations and demands of any place of employment. Venture Catering will offer Apprentice Chefs incentives to complete the year. Such incentives would include: professional reference letter, “graduation” dinner or ceremony for cohort that are moving on, graduation award of professional knife set to take to their next position, and the potential to move into a senior position within the business. In addition, PRY will offer support services to the youth, particularly counseling services as needed. If necessary, PRY can offer additional culinary trainings in order to prepare larger numbers of youth annually. • Difficulty identifying a kitchen space – Venture Catering continues to explore possible permanent kitchen options including leasing existing restaurant spaces but has had difficulty identifying a facility within our budget limitations. Venture Catering has been able to continue taking catering jobs by paying a local restaurant per day to use its kitchen. However, this temporary arrangement makes the operation more difficult since it does not provide for the storage of food and equipment. Strategy for mitigation: Venture Catering can mitigate the operational difficulties of a temporary facility through transportable storage units. In addition, Venture Catering is exploring a sharing a kitchen with another business to lower facilities costs for both businesses. Compatible businesses such as bakeries or cake makers would complement rather than compete for business and would have different production schedules and times in the kitchen. • Low Sales - Venture Catering has conservatively estimated its sales projections and growth rates. These estimates are based on success of our marketing strategy, obtaining repeat customers, and securing food service contracts for regular meetings/events. Strategy for mitigation: PRY will closely monitor catering sales to ensure that projections are on track. If sales are low, costs will also go down since most expenses are variable including youth salaries, food costs and rent for the kitchen. In the first year, the kitchen will be leased on a per diem basis depending on sales volume. PAGE 38 OF 39 • Consistent Product Quality - Venture Catering may have difficulty in attaining these goals if there is inconsistency. Strategy for mitigation: Venture Catering has hired a highly skilled Business Manager who will be supported by Assistant Chefs that can also supervise food production, presentation and service. Further, Venture Catering is hiring the most successful graduates from the training program. Efforts to cross train staff will also ensue that more than one person can perform the same job and provide consistency. • High Employment Turnover Rates: PRY is committed to using Venture Catering as vehicle to train youth and, to increase these opportunities, will limit employment to one-year in the entry-level position. Strategies for mitigation: A high employee turnover rate is a standard in the food service industry. Venture Catering provides a thoughtful process for providing youth with work experience while retaining enough trained employees to run the business. Every four months, 25% of its entry level workforce or 2-4 new employees (will vary as business grows) will join the business with a similar number moving on to new positions supported by our job referral services. In addition, advancement opportunities will enable some youth employees to continue with Venture Catering providing further consistency. Conclusion PRY and Project Venture have completed a successful pilot business and are excited to launch Venture Catering, a social purpose caterer, employing at-risk youth in Brooklyn. The business has a sustainable model for both creating strong social and financial outcomes. Venture Catering is focused on its double bottom line, ensuring a supportive work environment for the youth involved in the program. Excess income will be used to provide cash for the business and to support other PRY programs. PRY seeks to develop a profitable, social purpose business that will allow the organization to enhance its capacity to serve youth in Brooklyn. Venture Catering will allow PRY to better fulfill its youth development mission as well as provide a new source of revenue for the organization. As a leading youth development agency with experience in the culinary arts, and with a successful pilot project completed, PRY is now dedicated to launching Venture Catering as a full-time, licensed catering business serving top-quality elegant food at a reasonable price to Brooklyn residents and local institutions. PAGE 39 OF 39 Supporting Documents • Start-Up Costs • Marketing Budget • Balance Sheets • Business Manager Job Description • Business Manager Resume (Pete Solomita) • Business Development Manager Job Description • Business Development Manager Resume (Liz Schnee) • Venture Catering Tax Identification Document • Venture Catering Board of Director Resumes o Michael Ayoub o John D. Fowler o Irene LoRe o Barbara McTiernan o Grace Wilner • Focus Group Questions • Sample Menus • Customer Satisfaction Surveys • Market Survey Results START UP COSTS Project Youth Reach Venture Catering INVESTMENT NEEDS Tools and Supplies Supplies $30,000 Salaries 4 months of salaries and benefits $6,307 Marketing Materials Year One Marketing expenses $7,399 Materials 4 months of SG&A $37,155 3 months of Cost of Food $7,952 Cash Reserves $15,000 Total Investment Needs $103,813 BALANCE SHEET Project Youth Reach Venture Catering Year 1 Year 2 Year 3 ASSETS Cash and cash equivalents 52,345 10,108 4,758 Accounts receivable 5,136 7,704 15,061 Inventories 10% 265 383 468 Prepaid Expenses 712 1,032 1,258 Total current assets 58,458 19,228 21,545 Property & Eqpt. 30,000 24,000 18,000 Accum. Depreciation 0 (6,000) (12,000) TOTAL ASSETS 88,458 37,228 27,545 LIABILITIES AND CAPITAL Accounts Payable 11,940 15,442 16,383 Long Term Liabilities 0 0 0 Unearned revenue 3,390 5,085 6,551 Total liabilities 15,329 20,526 22,933 Retained Earnings (46,333) (86,001) (83,994) Shareholders Equity 119,461 102,703 88,606 Total liabilities and capital 88,458 37,228 27,545 Marketing Budget Project Youth Reach Venture Catering Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 1) Social - Dinners Cocktails Tasting Events Wine Tastings 1,200 1,200 0 0 0 Grand Army Plaza 300 300 300 300 300 Local Party Planners 1,000 1,000 0 0 1,000 Mailings to PRY list 210 210 210 210 210 Brooklyn Eats 1,000 1,000 1,000 1,000 Subtotal 2,710 3,710 1,510 1,510 2,510 2) Business - Lunch Meetings Nonprofit Mailing 250 250 0 0 0 Tastings 1,000 1,000 200 200 200 Subtotal 1,250 1,250 200 200 200 3) Renewal/Cust. Cultivation Thank you letter 63 94 105 114 124 Event Mailings 100 100 100 100 100 Subtotal 163 194 205 214 224 Other Brochure Design 600 600 Brochure Printing 750 750 Website Hosting 288 288 288 288 288 Subtotal 1,638 288 288 1,638 288 Ttl Marketing 7,399 10,308 3,831 3,848 5,868 Venture Catering, LLC Title: Business Manager The Business Manager will report to the Venture Catering Advisory Board. Summary of basic function: Responsible for day-to-day operations of Venture Catering. This includes scheduling, planning and staffing all events, working closely with the Executive Chef, hiring and managing the youth, and maintaining financial records. Main duties: • Determine day-to-day catering arrangements with clients to ensure good working relationship. • Work with chef to plan menus to contract specifications. • Supervise the purchase and storage of food to ensure compliance with company standards and legal requirements. • Keep all accounting records on takings and expenses to ensure accurate returns. • Manage and hire staff to ensure good cover and required delivery of service. Supervisory duties: Supervise approximately 13 staff, including assistant. These will include both kitchen staff and front-of-house staff. Qualifications: Management qualifications up to degree level, basic food hygiene. Must have people management skills. Elizabeth Schnee 296 East Fourth Street Brooklyn, New York 11218 718-436-0510 firstname.lastname@example.org QUALIFICATIONS A seasoned and multi-talented professional with over twenty years of experience helping non-profits develop innovative programs; identify and maximize resources; train and develop staff; and acquire and refine skills and tools to better serve their communities and constituents. A creative manager with strong organizational skills and a wide range of experience in youth development, health and sexuality education and counseling, HIV/AIDS prevention, career readiness, and social purpose business development. EDUCATION Master of Public Health Hunter College, New York, NY. 1987. Essie Lee Award for Public Health Field Work. Bachelor of Arts Tufts University, Medford, MA. 1982 EXPERIENCE 3/97 – Present Project Reach Youth, Inc., Brooklyn, New York Coordinator Project Venture Youth Entrepreneurship & Culinary Arts Program Researched, designed, raise funds for, and coordinate an innovative and highly successful career development culinary arts training that prepares out-of-school youth for careers in the food industry. Responsible for identifying and supervising culinary arts internships and assisting participants find and maintain employment. Supervised the chef and culinary arts team. Acting Business Manager Venture Catering LLC With a pre-development grant from Seedco, led non-profit in the development of a social purpose catering business, an outgrowth of Project Venture Culinary Arts Program. Coordinated a team that conducted a feasibility study and developed a comprehensive business plan. HIV/AIDS Prevention Trainer of Trainers Designed and co-facilitated Developing HIV/AIDS Peer Education Programs, a 10-week training for staff of youth agencies in communities of color in New York City. HIV/AIDS Prevention Specialist Provided technical assistance and training in HIV/AIDS and Adolescents, to Brooklyn Psychiatric Hospital staff based at a school-based health clinic at Erasmus Hall High School. Assistant Director Adolescent Services Participated in agency management team. Assisted the Director with day-to-day operation of freestanding youth center that serves over 300 youth, ages 12 - 21. Responsible for writing grant proposals and reports. Supervised health-related after school programs including a replication of the nationally recognized, Carrerra-Dempsey teen pregnancy prevention model. Coordinator Project SAFE Peer Education Program Supervised Brooklyn’s first and largest HIV/AIDS, teen pregnancy and youth violence prevention peer education program. Raised funds for and managed over $650,000 of State and City contract and private foundation grants. Supervised eight bachelor and master level full time and two part time program staff. 10/01 – present Community Resource Exchange, New York, New York HIV/AIDS Technical Assistance Consultant Assist community based organizations in communities of color to integrate HIV prevention into their mission and programs. Services include: resource development, staff training, program planning, and grant writing. 9/03 – present IMANI HOUSE, Inc., Brooklyn, New York HIV/AIDS Technical Assistance Consultant Assist small community-based organization integrate HIV/AIDS prevention into existing programs. Working with the Executive Director to secure funding, train staff, document curriculum and develop print and electronic educational materials. 12/01 – 12/02 Inwood House, New York, New York Curriculum Developer Updated and revised a model teen pregnancy prevention curriculum implemented at middle schools and high schools throughout New York City and in New Jersey. Integrated youth development strategies into the curriculum and worked with social workers to document their unique group work approach. 12/96 – 5/98 Manhattan Country School, New York, New York Sexuality Educator Designed and taught comprehensive sixth and seventh grade sexuality education curricula at a private middle school. 5/88 – 12/95 Mount Sinai Adolescent Health Center, New York, New York HIV/AIDS Peer Education Coordinator Designed curriculum and facilitated New York City’s first HIV/AIDS peer education project. Collaborated with STAR Theatre, a youth performing arts company that addressed HIV/AIDS and adolescent health and sexuality, on the development of a behavior change workshop series that was implemented in high schools throughout the City. Provided technical assistance on developing HIV peer education programs to agencies citywide and nationally. Senior Health Educator Participated in an interdisciplinary team that developed the clinic’s HIV/AIDS Prevention and Treatment Program. Responsibilities included designing HIV risk assessment and HIV counseling and testing protocols and HIV health education materials. Provided pre and post test HIV counseling. Co-facilitated a weekly support group for young people living with HIV/AIDS. Supervised four health educators and two community outreach workers. Assisted with grant writing. Represented the Adolescent Health Center at various citywide networks. 1/87 – 6/95 Hunter College Center on AIDS, Drugs and Community Health, New York, NY Trainer of Trainers Provided HIV/AIDS training for health and social service professionals at health centers and community-based organizations throughout New York City. 6/87 – 12/89 Hunter College School of Health Sciences, New York, New York Adjunct Professor School of Public Health Designed and co-taught graduate level electives in HIV/AIDS and community health. 6/84 – 5/88 The Door, New York, New York Sexual Health and Awareness Counselor Provided individual and group health education and counseling at a health clinic within a multi- service center for adolescents. Provided pregnancy options counseling and health education to pregnant and parenting teens. Worked on an interdisciplinary team to develop agency’s HIV risk assessment and counseling and testing protocols. 6/85 – 8/85 Delmarva Rural Ministries, Princess Anne, Maryland Health Educator Designed and implemented first health education program for migrant farm workers. Part of an interdisciplinary team that provided health care at migrant labor camps. Translated for Spanish speaking patients. 1/83 – 2/84 Children’s Health Service, New York, New York Caseworker Family Day Care Program Provided crisis intervention and casework services to low-income families in a family day care program. Supervised and trained family day care providers PROFESSIONAL AFFILIATIONS 5/90 – 5/98 AIDS and Adolescents Network of New York, New York, New York Director, Board of Directors Founding member of a citywide network of adolescent service providers, youth and others concerned about the HIV epidemic and young people. Co-Chair and active member of Board committees that: founded youth committee, authored HIV Counseling and Testing guidelines, began annual Youth Advocacy Day. Participated actively in strategic planning from pre-funding phase through closing of network. PUBLICATIONS Lee, Jacalyn, Schnee, Elizabeth and Freudenberg, Nicholas: Counseling and Education for the Prevention of AIDS: A Training Course for Health and Social Service Workers; July 1988; Center for Community Action to Prevent AIDS; Hunter College School of Health Sciences; City University of New York. Karlson, Kathe, Schnee, Elizabeth, Kunreuther, Frances, and Haymes, Richard; HIV Counseling and Testing and Adolescents: Policy Issues and Practical Guidelines; February 1992; AIDS and Adolescents Network of New York. Venture Catering, LLC Title: Business Development Manager The Business Development Manager will report to the Venture Catering Advisory Board. Summary of basic function: Marketing Venture Catering and responsible to for business development of catering jobs for both social events and business functions. This includes executing marketing plans including tasting events, promotional events, and building strategic alliances. Position will also serve to coordinate training of the student through PRY’s Project Venture culinary arts program and the social purpose business, Venture Catering, LLC. Main duties: • Implement marketing and promotional strategies. • Work with Business Manager to secure new clients. • Serve as primary link from with PRY’s Project Venture and Venture Catering. • Coordinating training of Venture Catering students through Project Venture’s Culinary Arts Training Program. • Manage and hire staff to ensure good cover and required delivery of service. Qualifications: Management qualifications up to degree level, familiarity with catering industry and market in Brooklyn. Peter E. Solomita 154 16th Street, Brooklyn, NY 11215 718.499.1345 CULINARY SKILLS • Create organic, health supportive whole foods meals with a variety of ethnic flavor points. • Knowledge of cooking techniques, use and preparations of grains, beans, vegetables, poultry, fish, soy products, soups, stews, stocks and sauces, pasta, pizza, bread and desserts. • Ability to plan a healthful balanced meal including recipe development, costing, preparation, and presentation. • Familiar with a variety of theoretical approaches to diet, nutrition, and health. CULINARY TRAINING AND EXPERIENCE Natural Gourmet Cookery School, Chef’s Training Program , NYC (2003) Venture Catering, LLC, Brooklyn 11/03-Present Business Manager working as a part-time consultant to help build Venture Catering, a new catering company for Project Reach Youth, Inc. (PRY), a community-based organization in Brooklyn. Venture Catering is a company that will hire teens who have graduated from PRY's culinary arts/job readiness program Project Venture. Involved in all facets of a start up business including: writing and designing human resource materials, marketing materials, contracts and customer intake sales forms, menu and recipe development and costing, prospecting for kitchen space, employee recruitment and training, and market research. C.H.I.P.S. Soup Kitchen, Brooklyn 11/03-Present Fulfillment of membership to Park Slope Food Co-op, working one shift every four weeks in soup kitchen, providing lunch for approximately one hundred community members in need. Duties have included supervision of volunteer staff (over ten), designing of menu using leftovers, donated canned and packaged food, as well as produce and food items that the Co-op cannot sell, food prep and execution of lunch. Project Venture, Project Reach Youth, Brooklyn 6/03-9/03 Part-time chef instructor teaching low-income teens in a culinary arts/job readiness program. Designed and implemented new curriculum for advanced students and upgraded catering menu. Tuller Premium Foods, 199 Court Street, Brooklyn 4/03-8/03 Full time chef for a gourmet shop that sells in-house prepared foods, cheeses and charcuteries. Executed vegetable side dishes, vegetarian entrées, chicken, fish, meat, sandwiches and wraps, salads, dressings, and cookies for in-house and catering. Brought in catering jobs, developed and executed menus for catering. Developed new recipes and scaled and edited existing recipes. Ordered produce, meat and fish and did inventory. Dish Restaurant, 165 Allen Street, New York City Winter 2003 Intern under the direction of Chef/Owner Cheryl Perry and Executive Chef James Fetterman, a comfort food restaurant seating 62 people and an onsite/offsite catering company. Gained experience in preparation of menu items and specials, garde manger, line and plating. Assisted cooking staff with three onsite catering events and one offsite. Counter Restaurant, 105 First Avenue, New York City Winter 2003 Intern under the direction of Chef Richard Pierce. A vegan restaurant and organic wine bar, with an upscale diner atmosphere and menu, seating 72 people. Performed a range of culinary tasks including the preparation of menu items, inventory of supplies, office duties and other tasks related to grand opening. Project Venture, Project Reach Youth, Brooklyn Winter 2003 Intern under the direction of Chef Andrea Martin and Program Director Liz Schnee. Venture is a culinary arts/job readiness program for teens from low-income families. Assisted Chef Instructor in all phases of instruction for fourteen teens. Gained teaching experience as a guest instructor, chose topic (pizza making), created agenda, recipes and all phases of class. Community Supporting Agriculture, Healthy Heart Program at St. Vincent’s Hospital Fall 2002 Volunteer. Provided food demonstrations for members of an organic produce club. OTHER PROFESSIONAL SKILLS AND RELATED EXPERIENCE • Over 15 years of management experience. Hiring & firing, training, and supervising small staffs of not for profit organizations and music distribution company. • Production of special events including fundraising, entertainment, media and community events. • Public speaking at award ceremonies, fundraising and community outreach events, board meetings, and interviews for television and radio regarding organization profile. • Good people skills, ability to work with a diverse population. • Sales, purchasing of supplies and inventory control. Groovalicious Entertainment Services, LLC 4/02-present Founding President of Corporation that provides entertainment services including private cooking and instruction, catering, disc jockey, live music and bartending services for events, private parties, restaurant and clubs and charities. LIFEbeat, The Music Industry Fights AIDS, New York City, NY 4/97-present Program Director. Supervised and managed programs including an HIV/AIDS prevention and education outreach program at concert venues nationally and a program that brings live music to people living with AIDS. The Associated Blind, Inc. New York City, N.Y. 10/89-4/97 Manager, WTAB Radio Station and Audio Resource Center Vercesi Hardware, New York City, NY 9/81-8/85, 6/86-6/89 Sales and purchasing. Greenworld Distribution, Torrance CA 2/85-6/86 East Cost Office Manager for music label and distribution company. EDUCATION Baruch College, CUNY/ Bachelor of Arts in Management of Musical Enterprises (6/83) AFFILIATIONS Board President, The Rebecca Center for Music Therapy JOHN D. FOWLER, JR. 527 First Street 718-965-0037(W) Brooklyn, NY 11215 917-755-2831(C) John.Fowler@verizon.net EXPERIENCE 2003 – Present Baycrest Capital, LLC Bellport, NY Managing Director Founded private equity investment and advisory firm 2001 – 2003 Large Scale Biology Corporation NY and CA President and Member of Board of Directors Repositioned opportunity-rich, cash-constrained biotechnology company. Focused company on near-term opportunities, restructured business development (closed over 15 deals, versus virtually no deals the previous 3 years), reprioritized R&D and product portfolio, reduced cash burn rate by over $11 million, established operating business units with accountability and streamlined other operating areas 1998 – 2001 J.P. Morgan & Co. Incorporated New York, NY Managing Director, Health Care Group – Investment Banking Joined as Head of Health Care Services. Expanded health care banking practice from traditional base of pharma and biotech clients to the services sector including hospitals, nursing homes, HMOs, PPMs, HCIT and distribution companies 1986 – 1998 Salomon Brothers Inc New York, NY 1992 - 1998 Managing Director and Head, Health Care Group - Investment Banking Founded health care group, which originated and closed over 200 mergers, acquisitions, equity, debt, high-yield and advisory assignments and transactions. Expanded group from 3 bankers in New York to a team of over 65 health care professionals in banking, M&A, equity and high-yield research, capital markets and credit with offices in New York, London, Chicago and Tokyo 1992 Vice President, Internal Consultant to Investment Banking Operating Committee 1986 - 1992 Vice President, Home Building Products and Furniture Group 1992 Wheat First Securities Richmond, VA Managing Director, Head of Furniture and General Industrial Group 1985 – 1986 4th Circuit Federal Court of Appeals Charlottesville, VA Student Clerk to the Hon. J. Harvie Wilkinson 1979 - 1982 Jefferson National Bank, Assistant Vice President Charlottesville, VA BOARD MEMBERSHIPS 2002 – Present Beverly Enterprises, Inc., Board Member Ft. Smith, AR Fortune 500 public nursing home operator. Chairman, Finance and M&A Committee, Chairman-Elect, Nominating and Compensation Committee, Member, Audit Committee 2001 – 2003 Large Scale Biology Corporation, Board Member Vacaville, CA 1999 – 2001 Optical Dynamics Corp., Board Member Louisville, KY 2001 – Present Project Reach Youth, Board Member Brooklyn, NY EDUCATION 1986 J.D., University of Virginia School of Law Charlottesville, VA 1984/86 M.B.A., University of Virginia Graduate School Charlottesville, VA of Business Administration (The Darden School) 1979 B.A., History, University of Virginia Charlottesville, VA MICHAEL AYOUB 9229 SHORE ROAD | APT. # 3E | BROOKLYN | NEW YORK | 11209 | | CELL:347-446-8521 PROFESSIONAL OVERVIEW: PROFILE: Highly motivated and creative professional with a focus on bottom-line results. Proven entrepreneur, chef and business leader who is innovative, sets high standards and exceeds goals. A culinary business leader who has the vision and the honed shills to design and implement a new food service program, which is nutritious, tasty, ‘kid-friendly & kid-cool’ and cost effective, for the City of New York public school system, and will be transferable to school systems across the nation. QUALIFICATIONS: • Successfully instituted a ‘Healthy Choice’ menu plan for students in a private school • Demonstrated culinary abilities & business skills by running high acclaimed restaurants • Implemented the first ever food service operation in two major cultural institutions • Trained for press work: TV (studio & remote), interviews and culinary demonstrations EXPERIENCE: 1999-Present Student Food Corporation | Executive chef/Owner Brooklyn, New York • Instituted a ‘Healthy Choice’ menu plan for students in the Xaverian High School, Brooklyn • Pioneered a healthy & cost effective approach to school meals by utilizing a culinary approach and twenty-six years of experiences as an executive chef 1992-2002 Hospital food Corporation | Executive Chef/Owner Brooklyn, New York • Created a food service program for the Lutheran Medical Center community • Offered and created a variety of healthy menus for a multi-ethnic audience • Maintained New York City Board of Heath standards in an informal kitchen facility 1990-2001 Cucina Restaurant | Executive Chef/Owner Brooklyn, New York • Conceived, built and operated a highly acclaimed Italian restaurant • Received and maintained top ratings from Zagat’s Survey & The New York Times - 2 Stars • Media experience with TV: NBC, ABC, CBS, WB11, Disney Channel; and print: The New York Times, Daily News, Crain’s, NY Post, Newsday, New York Magazine • Off-premises large-scale catering: Brooklyn Bridge Birthday, Statue of Liberty, NY Aquarium 1995-2001 Mike & Tony’s | Executive Chef/Owner Brooklyn, New York • Conceived, built and operated a highly acclaimed steakhouse • Received and maintained top ratings from Zagat’s Survey, Daily News & New York Magazine 1995-1999 Brooklyn Academy of Music | Executive Chef Brooklyn, New York • Conceived and implemented the first ever food service plan. 1987-1990 Waters Edge Restaurant | Executive Chef Long Island City, New York • Maintained responsibility for 265-seat restaurant, 400-seat on & off-premises catering EDUCATION & AWARDS: 1976 Culinary training in the classic French style and extensive apprenticeships 1995-1998 Society Culinary Philanthropic Awards: Buffet, Plate, Dishes & Blown Sugar 1995/1999 Man of the Year - Brooklyn College 1995; Project Reach Youth 1999 IRENE LORE EDUCATION: 1979 MBA Baruch College, New York City 1969 MA Teachers College, Columbia University, New York City 1963 BS St. John’s University, Queens, New York EXPERIENCE: 2000-Present Adjunct Professor of Management and Entrepreneurial Policy, Pace University Graduate School 1998-present Management Consultant to small and medium sized companies in Entrepreneurial strategies, management and sales training, marketing, speech writing and coaching. 1982-Present A principal in six entrepreneurial ventures over the last nineteen years surviving interest rates of 16%, three mayors, two recessions, labor cuts and shortages. As co-owner of Aunt Suzie’s Restaurant which opened in 1987, I am still involved in its marketing and management over site. 1968-1982 Prior to becoming an entrepreneur, Held several corporate positions ranging from first line supervisor in a large textile company to vice president of a medium sized insurance company where I was responsible for a multi-million dollar budget and managed a staff of over a hundred. After six months of being named the Director, I was able to turn around a chain of eye glass stores to profitability though intensive sales training and refocusing the company to a top line emphasis and reducing expenses. 1967-1968 New York City secondary school teacher. 1965-1967 Peace Corps Volunteer in Cartagema, Columbia in a training program to prepare secondary school teachers for the classroom. 1963-1965 New York City secondary school teacher. COMMUNITY AND BUSINESS ACTIVITIES: • Chairperson of Community Board Six in Brooklyn • Board of Directors of the Brooklyn Chamber of Commerce • Serve on the Business Committee of the Prospect Park Alliance • Member of the Fifth Avenue Merchants Association Grace Wilner, Ph.D. 594 THIRD STEET BOOKLYN, NY 11215 TEL. (718) 768-1262 FAX. (718)788-5636 RESUME NAME: Grace Wilner, Ph.D. PLACE OF BIRTH: Colombia, S.A. EDUCATION: Ph.D. in Clinical Psychology, Long Island University. Post-Doctoral Certificate in Psychology and Psychoanalysis, New York University. PROFESSIONAL EXPERIENCE: Private psychotherapy practice, 1992-present. This work consists of a) Psychological evaluations in English and Spanish with inner city children and adolescents b) Supervision of psychologists in their work with adolescents in group homes. c) Supervision of social workers in charge of conducting group work with the parents of adolescents in group homes. d) Group trainings of Spanish-speaking foster parents in a variety of areas, such as: teaching pre- school skills to their foster children, helping them to learn and understand developmental issues with children evolving into adolescence, teaching them appropriate anger management skills, etc. OTHER: Board Member of Project Reach Youth since 1998. BARBARA McTIERNAN 607 SECOND STREET BROOKLYN NEW YORK11215 (718) 499-4113 EMPLOYMENT: New York City Department of Parks & Recreation/Prospect Park Alliance July 2002 to the present Senior Vice President for External Affairs July 1995-June 2002...........Vice President for development, marketing and concessions July 1992-June 1995............Director of Development July 1990-1992....................Director of Volunteers, Prospect Park July 1988-June 1990............Co-coordinator of Special Projects Prospect Park Berkeley Business School, New York New York December 1987-June 1988 Admissions Assistant Mc Tiernan/Kahn Catering October 1980-October 1987-Co-partner in catering and party planning business. Catholic Charities of New York June 1968-June 1971-Social Worker Department of Family Services VOLUNTEER ACTIVIES Current: • Vice Chair of Park Slope Volunteer Ambulance Corp. • Chair of Second Street Block Association • Member Junior League of Brooklyn Prior Service: • Trustee and past President of the Park Slope Civic Council. • Past Vice President Brooklyn Center for the Urban Environment. • Brooklyn Museum Community Committee past Vice President and Chair of their Ball. • Past Vice President at PTA’s of PS 321, Regis High School and the Dillon Center for Learning. AWARDS Park Slope Civic Council Volunteer of Year-1983. Park Slope Civic Council Community Service Award 1989. ROSAS Community Service Award 1989. Junior League of Brooklyn Service Award 1984. EDUCATION BA Boston College (Newton College of the Sacred Heart) Newton Massachusetts. Degree in Political Science June 1968. PERSONAL Married with three children. Thirty-year resident of Brooklyn. Project Reach Youth, Inc. VENTURE CATERING Focus Group Questions Please give your honest responses to these questions. Your input will assist PRY as we consider opening a social purpose catering business. If we decide to move forward with the business, your feedback and suggestions will help us refine our products and services to meet the needs and interests of businesses, community organizations and individuals that live or work in Park Slope or the neighborhoods in Brooklyn that surround PRY. 1. When choosing a caterer, what are some of the things you look for? Which of these qualities are most important? • Flexibility will customize menus, host can supply some of menu other part catered, caterer that can augment family favorites so host doesn’t do everything. • Moderately priced options many CBOs and schools have parties, meetings, events looking for good food, finger food, easily eaten, familiar foods • Convenience want to know that things will be taken care of, drop off, set up, serve food and drinks • Party Set-up help hosts maximize space in homes for large parties. Move furniture and set party space up. • Price especially with organizations on limited budget. • Present range of budget options • Consider not including Alcoholic beverages • Need to figure out how to handle equipment rentals or provide referrals • Get 3 bids with vendors. They will negotiate 2. For what types of events have/do you use a caterer? • Dinner Parties for 6 – 10 people • PTA events dinner/dance at PS 321 over 200 people • Principals holiday and year-end parties • Bar/Bat Mitzvahs • Holiday parties – Thanksgiving, Seders, Fish Dinner on 12/24 may heave people pick food up • Cocktail Parties • Fund Raisers 3. How often do you seek catering services or attend catered events? • We host 2- 3 parties/year at our home for over 100 people • I go to parties 3X a month • Once a month • We go to a lot of events 4. Based on your knowledge of your community, which catering services do you think your local community would be most interested in? • Buffet meals with service • Sit-down, served meals • Cocktail parties, passed hors d’oeuvres and stationery platters • Meals or refreshments delivered to site but not served • Holiday foods (Thanksgiving, Passover etc.) • Picnic packages • Gift baskets • Other 5. Which of the aforementioned services, if any, stand out as particularly unique business opportunities that you think your community would support? Why? • Holiday foods – Seders, Thanksgiving – miss when Cucina used to do that, maybe Christmas Eve fish dinners • Dinner parties – drop off or with service 6. As you can see from our sample menu, our students prepare intricate, gourmet dishes using high quality, fresh and seasonal ingredients that are comparable to items you might find on the menu at an upscale restaurant. Do you think there is a demand is for high-end catering in your community? What makes you say, “yes” or “no”? • Yes there is some demand but important to have a moderate end for schools & community organizations • There is a high demand for catering. Drop a small ad in the New Yorker, “Socially Conscious Catering” could get you booked solid. • Host an event for event/party planners to showcase food and services 7. Assuming all else was comparable, (food quality and taste, service, presentation, cleanliness etc.) would you be willing to pay comparable market prices for food prepared by a social purpose business? • There’s good food a lot of places – would pay more b/c of Social mission • I would pay comparable prices – 2 responses • Schools probably looking to pay less. • Most people in community would probably pay market prices 8. Do other high-end caterers that serve your community provide service along with food? Is the option of service a selling point? Why or why not? 9. Do you think we should consider expanding our repertoire to include some simpler menu options that cost less? To what market in your community would a scaled down menu appeal? For scaled down, more simple catering, who do you use? • Keep the high-end but definitely include simpler – less expensive options 10. How, if at all, would the social purpose of our proposed business affect/influence potential customers? • Big time – sell social purpose ahead of the food. • Food is good enough to sell on its own but the social purpose adds value. • Be careful about using “social purpose” could be confusing. 11. Do you think there is a niche for a social purpose catering business in Brooklyn? See above responses 12. Given that we are working with young people, what if any, are your concerns? • All about how you introduce the work, sell it as helping the community. • Present youth wearing chef hats, jackets and aprons looks professional. • Maybe include youth when talking to potential client. • Need to package kids. • Every time I have seen PRY youth at an event they have been very nicely turned out in uniforms • Age not a factor, presentation is • Plenty of rude adults 13. What are some advantages/disadvantages of advertising the social purpose of our business? • No disadvantages raised. 14. If we decide to advertise the social purpose nature of the business, how would you recommend we do that? • Don’t use term social purpose. The point is you are working with youth. • Come from angle as “socially conscious” as part of the sales pitch. 15. For example, our slogan could be, “Great Food for a Great Purpose” or we include the social purpose information in fine print at the back of our menu? 16. Based on your knowledge of your community, what are some effective ways we could market/advertise our social purpose catering business? Distribute menus door-to-door Mail menus to agency supporters Place menus at local stores Post menus on agency web page Advertise in local newspapers Distribute “tastes” on the street Other : • Target all non-profits in area- churches, synagogues, schools; try to find someone who can give you an entrée. • Write own add in local Brooklyn papers, but need to pay for advertisement. • Brooklyn section of Brooklyn edition of Daily News • Direct mail campaigns to local organizations • Through Park Slope civic council – leaflet at baseball opening day parade to over 2,000 people. • Through local police precincts • Community Board meetings • Get Marty Markowitz’s events coordinator to promote you (see Lisa Dempsey for that contact). • Become an approved caterer for Prospect Park Picnic House (see Barbara Mc Tiernan) • Become an approved caterer for School District #15 ( see Mark Naison his wife is principal of PS 321) • Include a glossy shot of sumptuous food • Word of mouth referrals is how Park Slope people do things. • Target Superintendent’s lunches at schools • Target Brooklyn Parents’ magazines • Food sections in local publications 17. What additional advice and suggestions can you offer? • Spicy finger foods • Comfort foods, don’t hesitate to offer fried chicken • Define menu selections better like “Brooklyn Bouillabaisse” • Offer more meat and pork options • Baby lamb chops • Price should include food and service • Break down menus by price-provide options within a price range. Set up menus by cost per guest. • Think about serving etiquette. Have someone from high-end restaurant come to train students in service. • Contact Montauk Club (Berkeley Place in Park Slope) food there is appalling. • Keep in mind cost and effort of preparing small dinner parties may be close to that of a cocktail party or buffet for larger group • Might want to incorporate a Zen; like approach “ease of mind” when others do the cooking. Hand out food photos at Grand Army Plaza train station to tired moms who are responsible for their family’s food and social lives. • Set up booths at street festivals Seventh Heaven. • Set up a tasting booth on Seventh Ave. and give out free tastes • Offer range of food options not just veggie stuff • Market ability to prepare foods that accommodate clients dietary needs, i.e. Healthy heart, vegetarian • Once word gets out there will be enough business • Meet with party planners at Perfect Parties, Perfect Setting on Atlantic Ave and Court St. to try to have them promote catering company. • Link with other businesses in community to cross-refer clients for example wine store, rental companies etc. • Always get three bids to find the least expensive and get others to negotiate down. • Offer more meat, veal or pork dishes • Menu items that have names only like Hunter Chicken need explanation • Don’t use term “wilted” for a warm spinach salad unappealing • Risotto wasn’t appealing looking to one guest, others loved it • Most raved about the BBQ chicken cakes, liked goat cheese in salad and asparagus, favorable on desserts • Many found term “roasted lemonade” confusing • Limeade a big hit Venture Catering Sample Menus Passed Hors D’ Oeuvres Smoked Chicken Quesadillas Red snapper Cakes with Lime Remoulade Wild Mushroom Filo Pastries Butternut Squash Dumplings with Coconut Curry Glaze Caramelized Scallops in Chive Crepes with Basil Cream Spice Rubbed Seared Shrimp Vietnamese Summer Rolls with Peanut Dipping Sauce Roasted Cremini Mushrooms with Herbed Chevre and Toasted Pine Nuts Spicy Shrimp Maki Rolls California Rolls Vegetable Nori Maki Olive and Artichoke Bruschetta With Tomato Concasse Mini Crab Cakes with Cajun Mayonaisse Fresh Mozzarella, Grape Tomato and Basil Skewers Stationery Platters Bread Crudite Basket with Rosemary White Bean Hummus or Olive – Artichoke Pesto Vegetable Crudite Basket with Caramelized Leek and Shallot Dip Assorted Imported and Local Cheeses Garnished with Seasonal Fruits and Nuts Smoked Salmon with Capers and Crème Fraiche on Brown Bread Guacamole, Fresh Tomato Salsa and Chips Soup Cream of Wild Mushroom Vera Cruz Chicken and Rice Curried Butternut Squash Spicy Corn Chowder Brooklyn Bouillabaisse Italian Clam and Mussel Stew Gazpacho with (or without) Shrimp Chilled Cantelope and Peach Chilled Leek and Fingerling Potato Sandwiches Roasted Vegetables, Fresh Mozzarella and Pesto on Sun-dried Tomato Wrap Coconut Curried Chicken or Tuna Salad on Multi-Grain Bread Smoked Turkey and Avocado with Honey Mustard on Baguette Portobello Mushroom Burger with Goat cheese and Tomato on Ciabatta Roll Mediterranean Shrimp Salad on Olive Bread Rosemary White Bean Hummus on Pita Seared Chicken Breast with Cilantro Pesto on Pullman Green Salads Roasted Pears, Toasted Walnuts and Goat cheese on a Bed of Baby Greens with Shallot Sherry Vinaigrette Roasted Beets, Pickled Red Onions, and May Tag Blue Cheese on a bed of Frisee with Balsamic Vinaigrette Blood Orange, Red Onion, Avocado on Mixed Greens Harvest Apples, Shaved Cheddar, Toasted Walnuts, Dried Cranberries on Mesclun with Arugula, Tomato and Toasted Pine Nuts in Basil Infused Olive Oil Vinaigrette Roasted Corn, Avocado and Garden Vegetables on Mixed Greens with Dijon Vinaigrette Wilted Spinach Salad with Homemade Croutons and Warm, Garlicky Olive Oil Smoked New Potato and Roasted Corn and Red Peppers with (or without) Grilled Chicken French Lentils Marinated in Twelve Indian Spices Curried Couscous with Mint, Slivered Almonds, Currants, Garbanzo Beans and Feta Salade Nicoise with Fresh Grilled Tuna Pasta Pesto Purple Cabbage Slaw Beet and Apple Salad with Horseradish Vinaigrette Black Bean, Roasted Corn and Red Pepper Panzanella, Ripe Tomatoes, Basil, Black Olives with Garlic Croutons Chicken Waldorf Coconut Curried Chicken or Tuna with Currants and Toasted Cashews Seared Scallops on a Bed of Tender Greens with Sherry Vinaigrette Mediterranean Shrimp with Citrus Vinaigrette Chilled Soba Noodles with Sesame Peanut Sauce Entrees Seared Salmon with Fingerling Potatoes and Roasted Brussel Sprouts Chicken Jeweled with Green Olives, Capers, and Dried Fruit Flash Cooked Ginger Beef Seafood Risotto Cremini, Porcini and Shitake Mushroom Risotto Hunter Chicken Barbeque Chicken Cakes with Green Apple Risotto Crab Cakes with Cajun Mayonaisse Barbeque Shrimp Cakes Chicken or Eggplant Parmesan Smoked Chicken and Roasted Asparagus Lasagna with Fresh Mozzarella Spinach Lasagna with Bechemal and Tomato Sauces Seared Spice Rubbed Salmon with Honey Barbeque Glaze Vegetables and Side Dishes Jalapeno Corn Bread Maple Glazed Sweet Potatoes Garlic Greens Red, White and Blue Roasted Potatoes Fresh Corn on the Cob with Cayenne Lime Butter Spinach Filo Tart with Caramelized Onion and Feta Creamy or Baked Polenta Creamed Spinach with Freshly Grated Nutmeg Macaroni Baked with Three Cheeses Roasted Asparagus and Cremini Mushrooms More Vegetables and Side Dishes Sauteed Asparagus with a Balsamic Reduction and Toasted Pine Nuts Ratatouille Wild Mushroom Risotto Baked Stuffed Peppers with Mint, Couscous and Feta Haricot Vert with Sauteed Shitakes Desserts Decadent Chocolate Cake with Raspberry Preserves and Deep Chocolate Ganache Carrot Cake with Cream Cheese Frosting Sour Cream Coffee Cake Maple Mascarpone Cheesecake Angel Food Cake with Toasted Coconut Icing Strawberry Shortcake Coconut Bread Pudding French Apple Tart with Apricot Glaze Lemon Curd or Chocolate Mousse Pate A Choux Mocha Brownies Cinnamon Filo Nests with Lemon Curd or Chocolate Mousse Assorted Cookies Seasonal Fruit Skewers Breakfast or Brunch Items Wild Mushroom Frittata Red, Yellow and Orange Pepper and Leek Quiche Quiche Lorraine Banana Walnut, Lemon Poppy Seed, Cranberry Orange Pecan, Blueberry, Carrot, Corn, Jalapeno Corn, Maple Sweet Potato Muffins or Quick Breads Assorted Rugelah Sour Cream Coffee Cake Apple Cranberry Walnut Cake Irish Soda Bread Buttermilk Biscuits Chocolate Chip, Cranberry, or Currant Scones Bagels and Nova with Tomato and Scallion Cream Cheese Project Reach Youth, Inc. Project Venture Customer Satisfaction Survey Thank you for using the catering services of Project Venture Culinary Arts. As we seek to further develop the catering business, our valued customers are an important source of information. Please take a few moments to complete this customer satisfaction survey. We appreciate your honest feedback and suggestions for improving and further developing both our catering services and products. Please return the completed survey to Project Reach Youth in the envelope provided or fax it to 718-788-5194 to the attention of Maricela Brea, Director Adolescent Services. 1. What type of event did Project Venture cater for you? Buffet Meal Cocktail Party Sit-Down Meal Food was Delivered 2. About how many guests attended the event? ________________________ 3. What was your overall impression of Venture Catering? Excellent Very Good Good Satisfactory Needs Improvement 4. How did Venture Catering compare to other caterers you have used or had experiences with in the past? Significantly Better Better Comparable Worse 5. Please rate your experience planning the meal/event with Venture staff. Excellent Very Good Good Satisfactory Needs Improvement 6. How might we improve the event/meal planning aspect of our business? 7. Please rate the food on a scale from 1 – 5 (with 5 as the highest) using the following criteria: _____ taste _____ presentation _____ fresh ingredients _____ portion size _____ interesting menu options _____ ability to accommodate diverse diet 8. Please make any comments or suggestions about the food below. 9. Please rate the catering service on a scale from 1 –5 (with 5 as the highest rating) using the following criteria: _____ staff arrived on time& ready to work _____ staff dressed professionally _____ staff was well informed about food _____ staff was cordial & professional _____ staff maintained a clean environment throughout event _____ staff left work area clean and tidy 10. Please make any comments or suggestions about the catering service below. 11. Would you consider using Venture Catering in the future?_____ Yes _____ No. If yes, what type of events would you consider us for? If no, please explain why. 12. Would you recommend Venture Catering to friends and colleagues? _____ Yes _____ No. If no, why not? 13. Can you offer any suggestions that will help improve and develop the business? Venture Catering, LLC Market Research Survey Thank you for taking the time to complete this survey. Venture Catering, LLC is a new social purpose catering business that provides entry-level work opportunities to teens and young adults that have successfully completed culinary arts training at Project Reach Youth, Inc. Your answers to the following questions will help Venture Catering develop catering menus and events that meet your catering needs. Feel free to make additional comments and suggestions in the space provided. 1. In what zip code do you reside? _________ 2. In the past year, how often have you used a caterer? socially 58.8 times 41.3 1 – 5 times 0 6 – 10 times 0 more than 10 times professionally 66.1 times 28.6 1 – 5 times 1.8 6 – 10 times 3.6 more than 10 times 3. Please place a number beside the catering events of each type that you hosted. 29.5 sit-down lunch/dinner ____ average number of guests 11.5 cocktail party ____ average number of guests 34.6 buffet meal ____ average number of guests 24.4 business meeting ____ average number of guests 4. Total spent last year on catering? __________ (few respondents answered question) 5. Do you have a local caterer with whom you work? 21.4 Yes 78.6 No If yes, what are the top two reasons you continue to hire this caterer? 26.5 taste 20.6 price 11.8 service 14.7 interesting menu 2.9 flexibility of menu 8.8 presentation 14.7 past experience with caterer 6. In the coming year, what do you expect your catering needs to be? (Place a check beside all events that might be of interest to you or your business.) 8.9 Served, buffet meals or receptions ____ anticipated number of guests 11.8 Served, sit-down meals ____ anticipated number of guests 21.1 Refreshments for a meeting or business event____ anticipated number of guests 17.1 Cocktail parties ____ anticipated number of guests 21.1 Meals delivered but not served ____ anticipated number of guests 7. How interested would you be in using a catering company that: delivered high quality, gourmet, professionally served, competitively priced food that had a social purpose (training and preparing young people for careers in the culinary arts)? 46.6 Very Interested 21.9 Interested 27.4 Possibly Interested 4.1 Not Interested 8. If all other factors (price, quality, service etc.) were comparable, do you think your community would support a social purpose catering company? 47.1 Definitely 33.8 Likely 16.2 Possibly 2.9 Not at all 9. Should Venture Catering advertise the business’ social purpose? 96.9 Yes 3.1 No 10. How do you think that knowing the business employed and trained young people would affect a potential customer’s decision to use Venture Catering 58.6 Very Favorably 25.7 Somewhat Favorably 14.3 Favorably 1.4 Somewhat Negatively ___Negatively 11. Based on your knowledge of your community, what are some effective ways we could market/advertise Venture Catering? (Check all that you think would work.) 14.3 Door-to-door menu distribution 18.1 Venture Catering webpage 24.7 Advertise in local newspapers 32.4 Distribute “tastes” at Green Market, Brooklyn Eats & other community events 10.4 Press releases 12. How important are the following factors in your decision to hire a caterer: Flexibility/customization of menu 62.1 Highly important 37.9 Somewhat Important Not a factor Offer wait staff along with food service 34.8 Highly important 51.5 Somewhat Important 13.6 Not a factor Wait service is less expensive than competitors 36.5 Highly important 49.2 Somewhat Important 14.3 Not a factor 13. Would you be interested in finding out more about Venture Catering for your catering needs? 64.9Yes 35.1 No If yes, please provide contact information: Name:______________________________________________________________ Address: ____________________________________________________________ ____________________________________________________________________ Telephone: ________________________ E-mail: ______________________ Thank you for your time and suggestions. Venture Catering looks forward to working with you!