Industry/Target Customers

10300 Lincoln Trail

Fairview Heights, Illinois 62208

Information Regarding Belle’s Bakery and Cafe, LLC Plan

This Business Plan (BP) contains certain information regarding the current and planning operation and business of Belle’s Bakery and Cafe LLC, including information regarding the projected financial performance of the Company. This Business Plan has been provided to the recipient solely for the purpose of assisting the recipient in deciding whether with an in-depth investigation of the Company in accordance with procedures established by the Company.

By accepting a copy of this Business Plan, the recipient hereby agrees, among other things, to keep the information contained herein and the existence of this Business Plan confidential and to restrict the use of any information contained herein to those people within the recipient’s organization or its designated representatives who have been informed of the confidential nature of such information and who need to have such information in connection with the organization’s evaluation of the Company.

This Business Plan has been prepared by Belle’s Bakery and Cafe LLC, on the basis of internally prepared information, as well as information from public and private sources, including trade and statistical sources commonly used in the industry. The Business Plan does not purport to contain all of the information that may be required to evaluate all of the factors that would be relevant to a recipient in considering a transaction with the Company. The Company makes no warranty or representation, express or implied, as to the accuracy or completeness of either the material contained herein or any other written or oral information provided by the Company to the recipient, and no liability shall attach thereto.

Nothing contained in this Business Plan is, or should be relied on as, a promise or representation as to the future. The projected financial information contained herein was prepared expressly for use herein and is based upon the stated assumption and the Company’s analysis of information available at the time that this Business Plan was prepared. There is no representation, warranty, or other assurance that any of the projections set forth herein will be realized. This Business Plan does not purport to contain all of the information that may be required to evaluate the Company and any recipient hereof should conduct its own independent investigation and analysis of the business described herein.

Any questions regarding the Company should be directed to the following representatives named below.

President: Vice President: Accountant:

Table of Contents

I. Executive Summary…………………………………………. 4

Company Mission

Management Team

Market

Product and Services

Implementation Strategy

Risk Analysis

Projected Financial Highlights

Capital Requirements

II. Summary of Business………………………………………...6

Statement of Business

Mission Statement

Description of Business

Background

Proposed Location

Product and Service offered

Strategic Alliances

Operation and Regulatory Items

III. Marketing Plan………………………………………………..9

Industry Background

Target Market

Trends and Industry Assumptions

Competitive Analysis

Products and Services

Pricing Strategy

Promotional and Advertising Plan

IV. Management…………………………………………………..11

Related work experience

Personnel Needed

Salaries

Advisory Board

Exit Strategy

V. Supporting Documents

Executive Summary

Company Mission

Belle’s Bakery and Cafe, LLC, is a bakery and cafe devoted to the community. Desserts will be simple yet sophisticated so any customer who chooses to come in will find something they will enjoy. There will be a bookshelf full of books so customers can come in and find a book and enjoy a cup of coffee and a pastry for a relaxing afternoon. We intend to make enough profit to produce a fair return to investors and to allow our business to grow in different ways. We will maintain a friendly, helpful, and creative work environment so our customers will feel welcome every time they come in the door.

Management Team

The owner/operator will be the main person in charge of the business. The owner/operator will have the knowledge of a Bachelor’s degree in business management so the owner/operator will prepared to take on the responsibility. The owner/operator will hire one manager who will be the right-hand person when it comes to making important decisions. The owner/operator will employ a head baker to be in charge of the kitchen and employees associated with the kitchen. Before the owner/operator employs any of the managers they will have to prove they have the required knowledge to hold the position. They will need to have past work experience, be able to perform their job well, and work well with others.

Market

The target audience to buy products will be any age from twenty-five to fifty. The company wants parents to feel comfortable bringing their children in to get a treat and something to drink. The company plans to sell a variety of desserts, ranging from very simple desserts kids will like to more sophisticated for the parents. Salads and sandwiches will also be sold during the day as well. Items on the menu will be changed out regularly to bring variety in. Once the company has an idea of what customers really like and what they do not, the company will make a more set menu but still bring in a few surprise desserts. The price of each item will be high enough for the company to make a profit but not so high as for our customers to feel like they are being cheated out of their money. The best location for the bakery and cafe would be around the other shops in the town to bring in the most amount of customers. There are many homes and other businesses around the area, which will bring in many new customers. When it is time to open the business, the company want to have a meet and greet festivity so the owner/operator and the managers will get a chance to meet some of the customers and they can get to know the workers in the company as well. Having a good relationship with the customers is very important to the company.

Product and Services

At Belle’s Bakery and Cafe, LLC, the company wants you to feel at home as soon as you walk in the door. There will be tables and chairs to sit at, but there will also be a couch and a few comfy chairs for people to sit in if they want to stay for awhile a look at one of the many books that will be there. There will be fun activities sponsored during the evening once or twice a month, ranging from activities for children to a night out for the parents. If specified in advance, special products that are ordered will be delivered as long as arrangements are made ahead of time.

Implementation Strategy

Belle’s Bakery and Cafe, LLC, will sell similar products as other bakeries in the area, we will have special products customers will not be able to find anywhere else. We will add in a substantial amount of variety when designing the final menu so there will be a range of products for customers to choose what they would like to purchase. As items on the menu will change often, this will give customers a variety from the normal pastries and other products normally sold in bakeries.

Risk Analysis

Management of Belle’s Bakery and Cafe, LLC recognizes there are risks to consider. Some risks include not having the clientele needed to support the financial goal, spending too much money on rent and other expenses, having a high turnover rate, and having a low revenue. All of these risks will be taken into consideration throughout the starting of the business to make sure we avoid as many of these as possible. Twice a year the company will review what items could be new risks using a SWOT analysis.

Projected financial highlights

Belle’s Bakery and Cafe, LLC, expect to make most of the sales first thing in the morning and at lunch times. Customers will want to buy something for breakfast on their way to work and if they work close enough they may want to come back to get lunch. Belle’s Bakery and Cafe, LLC, does not plan on being very busy during mid-morning, so employees will use this time to work on other projects.

Capital Requirements

Belle’s Bakery and Cafe, LLC, has estimated to be able to rent the business space, buy the equipment and necessary ingredients, and have enough to be able to stay open for at least six months, Belle’s Bakery and Cafe, LLC, will need $750,000. The rent for business spaces around the ideal area for opening the business is not very high, meaning money will be saved compared to opening in other areas.

SUMMARY OF BUSINESS

Statement of Business

Belle’s Bakery and Cafe, LLC, is a simple bakery and cafe designed for the customers to have a relaxing place to get a cup of coffee and dessert. The company will be known as an LLC. The company is looking to borrow $750,000 to cover the rent of the property, equipment, appliances, ingredients, and wages of employees for the first six months of business. This money will also cover any unforeseen expenses or problems that may occur. The money will be repaid in monthly increments of at least $2,000 a month, but more could be paid each month depending on the budget per month.

Mission Statement

“At Belle’s Bakery and Cafe, LLC, our treats will take you to a whole other world, just like a book.”

Description of Business

Belle’s Bakery and Cafe, LLC, is a small bakery and cafe with the added aspect of books. There will be a bookshelf of books available at all times and for different ages. There will be books for small children and books for adults so anyone can find something they would enjoy. The company will have one head boss to make all the final decisions, but there will be other managers to help make decisions. There will be a baking manager who will be in charge of making sure we have the right ingredients on hand and any specialty orders are handled. There will also be a business manager to help handle all the money and make sure the company is staying in the budget to be able to make payments back on the loan. This business will succeed because it will not be just another bakery. Belle’s Bakery and Cafe is focused on the community and having the support of a community will help the company succeed.

Background of Business

With this being a brand new business, Belle’s Bakery and Cafe, LLC, has no background history. Belle’s Bakery and Cafe, LLC, will get the advice and support needed to be able to successfully start the business and keep it going.

Proposed Location

The ideal location of Belle’s Bakery and Cafe, LLC, is in a small town. With the simple yet delicious recipes the company will produce, business will be willing to travel to eat well made products that have a great taste. The company is not looking to become very famous and move to bigger areas. Being in a supportive community has always been very important to the company as a supportive community helped start the idea of Belle’s Bakery and Cafe, LLC, in the first place. There are many houses and local businesses around the area Belle’s Bakery and Cafe, LLC, is looking to rent. This will bring in a lot of families who may stop by when heading to work. It will also be a great way to gain business of them buying big cakes for parties since Belle’s Bakery and Cafe, LLC, will be so close to them.

Product and Services Offered

Belle’s Bakery and Cafe, LLC, will offer a variety of bakery goods and coffees to purchase at all times. Breakfast and lunch items will also be served during the appropriate times. There will also be desserts of different varieties offered. The desserts will depend on the season, if a special event is happening, and what the customers suggest. Customers will be able to custom-order cakes and other desserts if they desire.

Along with desserts and drinks, books will be available for customers to read while they enjoy their purchases. There will be comfortable furniture besides tables and chairs for customers who would like to stay for awhile. A table and chairs will also be set up for children who come with their parents so they can have their own place to eat and read books. Children will be invited in and encouraged to pick out books to read to broaden their minds.

As the community will play a big part in the business’s success, Belle’s Bakery and Cafe, LLC, will offer special nights to thank their customers and to encourage new customers to come and try our products. Nights will include nights focused on moms, some focused on kids, or even family nights. Events for each night will range depending on whom the night is focused around, but opinions from the customers will be considered.

Strategic Alliances

Belle’s Bakery and Cafe, LLC, will try to form many alliances with different companies. One company the business would like to form an alliance with is a doughnut shop. Customers love doughnuts because they are a quick morning breakfast and great to take on the road, but our shop may not be able to have to the space or workers to be able to make doughnuts. By forming an alliance with a doughnut shop, Belle’s Bakery and Cafe, LLC, will be able to serve doughnuts to the customers while letting customers know what business made the doughnuts.

Another strategic alliance Belle’s Bakery and Cafe, LLC, would like to form would be with a bookstore. If a bookstore has books that have been returned but are not in proper shape to be put back on the shelves, the company could try and buy the books for a discounted price while also supplying the bookstore with pastries for the customers. This would allow for more books on the shelf in the bakery and cafe and some pastries can be sold in the bookshop, meaning more profit. The bakery and cafe would also advertise that some of the books came from the specific bookstore, which would give them more business.

Operation and Regulatory Items

The production process will vary for different items. Pastries will be baked fresh each morning. Doughnuts will be delivered fresh each morning. Coffees will be made fresh for each customer. There will be a set schedule in place to decide when cakes and other items will need to be baked and finished if being ordered for a special time,

The company will try to have as few suppliers as possible to save money. Belle’s Bakery and Cafe, LLC, is planning on using Gordon Food Service as their main supplier since they have a great website to help set-up food costs, plan out deliveries, and they have great customer service. During the summer when farmers markets are out, the business will try to buy produce to help support the local farmers. While doing this will increase food costs, it will show support for the farmers and show people how good food can be made from local products.

The company will need to purchase both small and large appliances for the kitchen. Multiple 5 quart and two commercial size mixers will be purchased for the mixing of all products. Small items like pots, pans, skillets, cutting boards, knives, spatulas, spoons, and other items will need to be purchased. A convection and a rack oven will need to be purchased to accommodate the amount of pastries and cakes that will be made each day. Multiple refrigerators and freezers will also need to be bought to hold all items purchased. Dry storage areas will be put in place to hold ingredients.

The inventory will be basic items needed for baking like flour, sugar, cocoa powder, eggs, milk, and so on. Other items needed would be plates, silverware, napkins, paper towels, soap, and other nonfood items.

The technology needed to run the business is a POS system, a telephone, and any computer software to make keeping track of money easier. The software needed at this time is unknown but will be figured out shortly.

Some regulatory items needed to open Belle’s Bakery and Cafe, LLC, are

· At least 2 ovens ( Brand and sizes have not been decided yet)

· 3 compartment sink, multiple hand sinks, and a mop sink

· Plenty of counter space

· Dry storage area

· Refrigerator and freezer

· Small Appliances

· Cooking Tools

· Fire extinguisher

· Fire alarms

MARKETING PLAN

Industry Background

There are other businesses around the area that will also sell cakes, pastries, and coffees, but none are in the direct vicinity of Belle’s Bakery and Cafe, LLC.

Target Market

The target market will be towards everyone. Everyone will feel welcome to enter and buy something to eat or drink and enjoy themselves. The environment will be safe for families to bring their small children whenever they want.

Trends and Industry Assumptions

The business will try and stay on top of new and interesting baking trends to bring interesting products into the bakery and there will be a suggestion box for customers to offer their ideas of new flavors.

Competitive Analysis

The company will compare the products and prices of items planning on being sold to any local competitors to make sure the customers are getting a good deal while the company is still able to make a profit. If sales seem to be low, the company will look towards the major competitors to see if they have decreased their prices to take business or to see if they are doing anything special. If not, the owners will take this into consideration and decide what will need to be done next. The company will try and have a friendly relationship with the competitors, as it is a good idea to not have enemies.

Products and Services

Belle’s Bakery and Cafe, LLC, will offer a variety of bakery goods and coffees to purchase at all times. Breakfast and lunch items will also be served during the appropriate times. There will also be desserts of different varieties offered. The desserts will depend on the season, if a special event is happening, and what the customers suggest. Customers will be able to custom-order cakes and other desserts if they desire.

Along with desserts and drinks, books will be available for customers to read while they enjoy their purchases. There will be comfortable furniture besides tables and chairs for customers who would like to stay for awhile. A table and chairs will also be set up for children who come with their parents so they can have their own place to eat and read books. Children will be invited in and encouraged to pick out books to read to broaden their minds.

As the community will play a big part in the business’s success, Belle’s Bakery and Cafe, LLC, will offer special nights to thank their customers and to encourage new customers to come and try our products. Nights will include nights focused on moms, some focused on kids, or even family nights. Events for each night will range depending on whom the night is focused around, but opinions from the customers will be considered.

Pricing Strategy

Breakfast is the most important meal of the day, so people will be spending money to get a quick breakfast they will not have to make. There will be factors included in the decision making of the final price of the product like how many ingredients went into the product and how long it took to completely finish the product. The final price will also be calculated on how much will need to be made to hit the break even point. The break even point will be calculated once the amount of how much money will be owed to different places is calculated for each month. This amount should stay the same for each month but may vary.

Promotional and Advertising Plan

To get the word out about the opening of Belle’s Bakery and Cafe, LLC, the company plans to take out ad space in newspapers, create a social media page, and hang fliers in many different locations. The owners will be coming up with a special promotional idea for the opening day of the business. Other events like two-for-one days will happen and if high school students bring their student I.D. they could get a free drink or a cupcake, depending on what the special is that day. The business will do continuous advertising with a social media page to keep customers updated on what products will be available each day and a board will be placed outside for workers to write on so customers walking by can also see what is available. Pictures will also be posted on the social media page showing custom orders of cupcakes or cakes so customers will have the opportunity to see other products available.

MANAGEMENT PLAN

Related Work Experience

The employees hired to work in Belle’s Bakery and Cafe, LLC, will most likely be both new to the bakery world while also some will need to have experience.

Personnel Needed - There will be many positions needed to be filled to run Belle’s Bakery and Cafe, LLC. We will need workings in both the front of house and back of house, along with managerial workers. Waitresses will be hired to run the front of house. While all waitresses will not have to have previous waitresses experience, having at least one year of experience will be preferred. If the applicant does not seem like he or she will fit well with the bakery though he or she will not be hired even if he or she has a great deal of experience.

There will be one head baker to run the kitchen. They will be in charge of making sure the pastries and other products are ready on-time and look and taste presentable. To go along with the head baker, an assistant baker will be hired. The assistant baker will follow all orders the head baker gives and will be in charge of the bakery if the head baker cannot be there. The assistant will know everything the head baker does so if he or she must step up and be in charge there will be no confusion over what must be done. Both the head and assistant baker must have either previous work experience as a head baker or have a degree in baking. Before being given the position, each applicant will be given a recipe of a simple dessert and the applicant must make the dessert in a given amount of time. The applicant will also have to decorate a cake. This is done to see how much skill the applicant actually has and to see if he or she would be able to work under pressure.

There will be a few workers hired for the managerial part. An accountant will also be hired to handle all the money from the registers and to handle paying the bills. Applicants will need to have a bachelor’s degree in accounting and at least four years of experience in this field. The applicant must be responsible as he or she will be in charge of a lot of the money the business will make.

Salaries

Each employee will make a different amount of money depending on his or her work experience. Since the accountant will be in charge of many important items and will have a high education, he or she will make around $50,000 per year. Depending on the experience of each waitress, he or she will make around $23,000 per year. How much each waitress will make will depend on their level of experience, their work ethic, how well they interact with the customers, and how well they interact with their fellow workers. The owner will make around $68,000 per year.

Advisory Board

John Smith, Legal Advisor - John has 20 years of work experience to make him a viable member of the advisory board.

Jane Doe, Accountant - Jane has over 20 years of work experience and a Master’s degree in accounting.

Jenna Damburger, Marketing Expert - Jenna has been working in the industry for 10 years and has been helping many startup companies become known.

Elizabeth Newman, Human Resources Expert - Elizabeth has over 20 years of experience and works with some of the best companies in the area.

Jesse Blankenship, Financial Advisor - Jesse has offered to join the Advisory Board to help the company get off the ground and stay open. He has many years of experience and a Bachelor’s degree focusing in Finance.

Exit Strategy

As of now, Belle’s Bakery and Cafe, LLC, do not have an exit strategy in place. Belle’s Bakery and Cafe, LLC, is looking at different potential companies that would be interested in buying the business if the ownership can no longer be provided b unsuccessful in maintaining it, but nothing is certain right now. If it does come down to having to possibly close the business, we will do everything we can to try and sell it to a buyer that is interested in keeping the business open and running.

Location

Potential Layout for Back of House

Potential Layout for Front of House

Hazards and Control Measures

Project Financial Highlight

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