TABLE OF CONTENTS
1 EXECUTIVE SUMMARY 1
1.1 THE SERVICES 1
1.2 FINANCING 1
1.3 MISSION STATEMENT 2
1.4 MANAGEMENT TEAM 2
1.5 SALES FORECASTS 2
1.6 EXPANSION PLAN 4
2 COMPANY AND FINANCING SUMMARY 5
2.1 REGISTERED NAME AND CORPORATE STRUCTURE 5
2.2 REQUIRED FUNDS 5
2.3 INVESTOR EQUITY 6
2.4 MANAGEMENT EQUITY 6
2.5 EXPAND STRATEGY—CHAIN STORE 7
3 PRODUCTS AND SERVICES 8
3.1 PRODUCT ITEMS 8
3.2 SERVICE DIFFERENTIATION 10
3.3 SUPPLY CHAIN 11
4 STRATEGIC AND MARKET ANALYSIS 11
4.1 ECONOMIC OUTLOOK 11
4.2 INDUSTRY ANALYSIS 12
4.3 CUSTOMER PROFILE 15
4.4 COMPETITION 16
5 MARKETING PLAN 17
5.1 MARKETING OBJECTIVES 17
5.2 MARKETING STRATEGIES 17
5.3 PLACING 18
5.4 PRICING 19
5.5 SWOT 21
6 ORGANIZATIONAL PLAN AND PERSONNEL SUMMARY 23
6.1 CORPORATE & CHAIN STORE ORGANIZATION 23
6.2 STORE BUDGET 24
7 FINANCIAL PLAN 26
7.1 UNDERLYING ASSUMPTIONS 26
7.2 SENSITIVITY ANALYSIS 26
7.3 SOURCE OF FUNDS 26
7.4 GENERAL ASSUMPTIONS 27
7.5 PROFIT AND LOSS STATEMENTS 27
7.6 CASH FLOW ANALYSIS 28
7.8 BREAKEVEN ANALYSIS 31
7.9 BUSINESS RATIOS 32
8 APPENDIX 33
APPENDIX 1. A&A GERMAN LIGHT LOGO 33
APPENDIX 2. PRETZEL KNOWN AS BREZEL IN GERMAN 33
APPENDIX 3. LEGERKASE KNOWN AS LEBERKÄSE IN GERMAN 34
APPENDIX 4. WEISSWURST KNOWN AS WEIßWURST IN GERMAN 34
APPENDIX 5. SPEZI 35
APPENDIX 6. BANANA BEER 35
APPENDIX 7. FRESH AND VARIETY 36
APPENDIX 8. KITCHEN FOR EVERYBODY 36
APPENDIX 9. WAYS TO EAT LIKE GERMAN 37
10 REFERENCES 38