Fast n Fresh Premium Ice Cream Parlor 858 Success Avenue Jacksonville, FL 32211 904-555-1212(T)- 904-555-1211(F) Fast n Fresh Ice Cream Fast n Fresh- – good for you! Prepared By Daniel Beese Submitted To: Jacksonville National Bank 2461 Money avenue Jacksonville, FL 32224 Statement of Purpose The purpose of this business plan is to support a request for a 75,000 five-year bank loan to purchase equipment and inventory as part of the financing for a start-up sole proprietorship, Fast n Fresh Premiun Ice Cream Parlor.
The business will be owned by Daniel W. Beese and will be located in leased space at 858 Success Ave in the new Riverside Faire shopping center, Jacksonville, FL 32211. The owner will provide a minimum of 75,00 in initial equity. The business will serve healthy and premium ice cream, yogurt, sandwiches, and nonalcholic beverages to the generally upscale target market of Riverside Faire. Based on the financial and competive analysis presented in this plan, Fast n Fresh Premium Ice Cream Parlor will be sucessful.
It is anticipated that Fast n Fresh Premium Ice Cream Parlor will become established in Jacksonville, FL within two years and will become known throughout the North Florida area within five years with the potential of multiple locations. The Fast n Fresh Premium Ice Cream Parlors distinct logo, its reputation for fast service and only the freshest ingredients, plus its slogan, Fast n Fresh- good for you! will provide a distinctive competive edge. The owner, Daniel W. Beese, has founded three highly successful food service businesses in the North Florida area.
The owner holds an undergraduate degree and a MBA from the University of Florida. The Business Description Fast n Fresh Premium Ice Cream Parlor will be a start-up ice cream parlor located in leased space at 858 Success Ave in the new Riverside Faire shopping Center, Jacksonville, FL 32211. A ninety-day option has been taken on this location. The estimated opening day is April 2002.
Daniel W. Beese will own the business as a sole proprietorship. Each of the business owned by Daniel W. Beese has broken even after only six months and was sold for a minimum of three times the owners investment. Fast n Frsh Ice Cream Parlor will be an upscale restaurant selling premium ice cream, yogurt, sandwiches, and hot and cold alcoholic beverages.
Initially, subcontracters, owned by Daniel W. Beese will supply the sanwiches and ice cream, prepared to very high standards. As the business develops, sandwich preperation and eventually ice cream preperation wil be moved in house. Fast n Fresh Premium IceCream Parlor will be successful because it is based on solid market research, demonstrating that there is a demand for an ice cram shop selling premium products.
It will be located in the most desirable retail space in Jacksonville, FL, and the owner has a track record of proven success. Product and Service At Fresh n Fresh Ice Cream the owner Daniel W. Beese does not only sell ice cream and sandwiches, he sells convience, cleanliness, polite clerks and the best customer service in Jacksonville, FL. Fast n Fresh Ice Cream Parlors is unlike anyonelse.
They use only the finest ingredients available. All of their 5 homemade flavors are all unique flavors. The five flavors are Vanilla, Chocalte, Butter Pecan, Strawberry, Neapolitan including sugar and waffle cones.Fast n Fresh Ice Cream Parlor cant compete on every part of the ice cream business; they hope to dominate one part of the market by using better products then everyone else. Market Market analysis is favorlable toward the ice cream business in Jacksonville, FL. According to Business Facts, the overall ice cream market is expected to grow by a total of 25% between 1998 and 2003. Ice Cream is a popular indulgence, and people will spend money for such a treat.
Marketing healthy and premium ice cram will provide two purchase options for the customers. Low fat and high fat. Studies show that between 1998 and 2003, sales of nonfat ice cream are expected to triple, while full fat ice cream will only grow about 10%. According to Frozen Desserts Monthly a ice creams parlor menu should include ice cream and other foods to help carry it through the winter months. Frozen Desserts Monthly also stated that these products should generally be marketed to middle and upper class families.
In conclusion Fast n Fresh Ice Cream Parlor will market its ice cream parlor based on those recomendations. Location of Business Fast n Fresh Ice Cream Parlor is leasing a one story building , with a cement frame(1200 square feet) at 858 Success Avenue, Jacksonville, FL 32211. The lease is 500 a month . The area is zoned for commercial use and Success Avenue is in the upper class part of Jacksonville with many local restaurants nearby. The building is divided into (1)sales counter; (2) ice cream case; (3) dining room. Competition There are three local competitors.
The first of the three is Dairy Fresh. Dairy Fresh has stores located at Success Avenue and Sunburst Drive and at Oak Avenue and 11th Street. Dairy Fresh stores in Jacksonville are franchises of a well-established national cahin specializing in yogurt products. It also sells a standard grade(one grade below premium) of ice cream in several flavors.
Dairy Fresh has been in business in Riverside FAire for five years and enjoy a reputation as a well-run quality busines. Dairy Fresh offers an extensive array of yogurt shakes and other yogurt delights in more than ten flavors. They do not sell sandwiches. The next competitor is La Petite Cafe. La Petite is another ice cream parlor, located one block over on Pine Avenue. Despite its upscale name La petite only serves the low grade ice cream, unlike Fast n Fresh which only serves premium.
They sell shakes and no sandwiches. They also only sell sugar cones which might be a liability for their business. Teh last local competitor is Superior Flavors. Superior Flavors is a major national chain with four locations in Jacksonville, FL. The closest Superior Flavors is four miles away . Superior Flavors is well known for their creative yogurt and ice cream flavors.
Their products are priced moderately and they do not serve sandwiches. Superior Flavors has a competive advantage with its name recognition. Fast n Fresh has a advantage beacuse it offers sandwiches. Personnel The business will operate using local University, Community College, and high school students as its principle employees. This will reflect a youthful, invigorating image consistent with its Fast n Fresh — good for you! slogan.
The manager will be an experienced person from one of the owners other businesses. A special employee benefit will be Fast n Fresh Premium Ice Cream Parlor scholarships covering tuition and books. This offer will only be good after employees complete the ninety day probation period. The majority of the employees will be part time with a full time manager. Student employees will earn 6.50/hr with oppurtunities for pay increases.
The manager will be paid 10% above prevailing salary levels. A policy of promotion form within will be adopted.Words / Pages : 1,090 / 24
