1. Executive summary 5
1.1 Mission Statement 6
1.2 General Information 7
1.3 Description of Business 8

2. Background 9

3. Goals 9
3.1 Personal goals 9
3.2Business goals 9

4. Marketing 10
4.1 Overview 10
4.2 Benefits of product and service 10
4.3 External factors 11
4.5 Customer profile 11
4.6 Market segmentation 11
4.7 Competitors 12
4.8 Competitors profile 12

5. Marketing plan and sales strategy 13
5.1 Market penetration 13
5.2Marketing strategy 13

6. Research results 14

7. SWOT Analysis 18

8. Production 19
8.1Job descriptions 19
8.2 Employee training and education 22
8.3 Systems and controls 22
8.4 Compensation and incentives 22
8.5 Restaurant equipment and fixtures 22

9. Sales forecast 23

10. Start up summary 24

11. Sales strategy 25
11.1 Personnel plan per year 26

12. Regulations and by-laws 27

13. Risk management plan 28
13.1Long term development and exit plan 29

14. Financial plan 30
14.1Breakeven analysis 31
14.2 Projected profit and loss 31
14.3 Projected cash flow 32
14.4 Projected balance sheet 32
14.5 Sales forecast by month 33
14.6 General assumptions 36
14.7 Pro forma cash flow 38
14.8 Pro forma balance sheet 40

15. References 41