Executive Summary .................................................................................................................3
Objectives/mission...............................................................................................................3
What is a New York-style deli? ........................................................................................4
Why open a New-York Style Deli in Taipei?....................................................................4
Market Review.......................................................................................................................5
Historical background ......................................................................................................5
Increased spending on retail food & beverages.............................................................5
Changing eating habits ....................................................................................................5
Factors in food choices of Taiwanese consumers ........................................................6
Implications for NY Deli....................................................................................................6
Competitive Environment ....................................................................................................7
Business Model ....................................................................................................................9
The Team..............................................................................................................................9
Competitive Advantages......................................................................................................9
Business Proposal .............................................................................................................10
Start-up requirements.....................................................................................................10
Exit options......................................................................................................................11
Company Overview & Strategy .............................................................................................12
Name and Brand .................................................................................................................12
Product Offerings ...............................................................................................................12
Location..............................................................................................................................13
Sourcing ..............................................................................................................................13
Pricing ................................................................................................................................13
Store Environment..............................................................................................................14
Promotional and Advertising Strategy .............................................................................15
Staffing Policy.....................................................................................................................15
Learning from other successful staffing models .........................................................16
Strategy for Entry and Growth...........................................................................................16
Business Economics .............................................................................................................17
Revenue Projections ..........................................................................................................17
Profit & Loss Projections...................................................................................................19
Pro Forma Cash Flow & Balance Sheet............................................................................20
Break-even Analysis...........................................................................................................22
Business risks ....................................................................................................................23
Alternative Strategy............................................................................................................24
Start-up requirements.....................................................................................................24
Revenue Projections.......................................................................................................24
Staffing Policy .................................................................................................................25
Profit & Loss Projections ...............................................................................................26
Appendix................................................................................................................................27