Sales Administration

General Company Description

Imperial Pizza is a pizzeria that specializes in organic pizzas and other organic alternatives. Our Mission Statement: Imperial Pizza will provide products that are authentic, of superior-quality, and healthy with legendary and unique customer service.

Our goal is to provide diverse and healthy products to a multi-cultural community. Our objective is to be the leader in our industry when it comes to customer service, quality of food.

Ours is a simple philosophy: to care for our customers. We will do this through offering superior quality organic pizza and products and through our personal based customer service approach. This will show our customers that we care for more than their money; we care about them as a person.

Our product is for everyone. We hope to show this through the environment that we set in our restaurant.

Our industry is one that is built upon the growth of the organic and green movement of Asheville and the Western North Carolina area. The fast growing markets today are service industries (i.e. retail stores and restaurants). Couple this fact along with an area and nation that is looking for healthy alternatives; there is a great chance for success. For this reason we see much growth available for this industry.

We see much growth in this industry both short and long term. As this area searches for more alternatives to fast food and unhealthy products, they will see this industry as a BEACON OF HOPE. In the long term we see our restaurant as a trend and bar setter by offering healthy and organic food choices for their pizza and being the first one to do this exclusively.

In the western North Carolina area people are searching for organic and healthy alternatives. With no direct competition in the area of our restaurant offering a similar style of pizza, we view this as strength. The area that restaurant is located is a very high traffic and pedestrian area. Access to restaurant will be easy. This will be one of our greatest strengthens.

Our business is a Partnership. We feel that a partnership will give all those involved a full chance at the business ownership experience. Having a partnership will make it easy for the business to form and all involved will benefit from each other’s strengthens. This will help also in a financial capacity of the business. Furthermore, there will be a shared learning experience having more than one person involved.

Competitive Analysis

Out of 63 restaurant choices downtown, there are only three pizzerias, neither which are organic in nature. Out of the 63 restaurants only four offer organic choices.

What percent share of the market will you have? (This is important only if you think you will be a major factor in the market.)

With the introduction of our restaurant here are the percentages of the market we will share with other restaurants in the downtown Asheville area.

Each restaurant holds 1.562% of the downtown Asheville restaurant market.

Organic restaurants currently hold 7.825% of the total restaurant market in the downtown Asheville area.

20% of the organic restaurant market

25% of the pizzeria market

Because the organic market is small in this area yet a growing need, our business is has great opportunities to grow into other areas of Western North Carolina.

Competition

Pizzerias:

Barley's Taproom & Pizzeria

828-255-0504

42 Biltmore Avenue Asheville, NC 28801

Competitor A

Mellow Mushroom

828-236-9800

50 Broadway Asheville, NC 28801

Competitor B

Modesto

828-225-4133

Grove Arcade One Page Avenue Asheville, NC 28801

Organic Restaurants:

Early Girl Eatery

828-259-9292

8 Wall Street Asheville, NC 28801

Laughing Seed Café

828-252-3445

40 Wall Street Asheville, NC 28801

Tupelo Honey Café

828-255-4863

12 College Street Asheville, NC 28801

Over Easy Cafe

828-236-3533

32 Broadway Street Asheville, NC 28801.

1 = critical; 5 = not very important.

Table 1: Competitive Analysis

Factor	Me	Strength	Weakness	Competitor A	Competitor B	Importance to Customer
Products	Great	x		No organic alternative	Good products and nationally recognized, some natural alternatives	1
Price	Expensive due to being organic		x	Expensive	Expensive	3
Quality	Great	x		Consistent Quality	Consistent Quality	1
Selection	At first trying to selections will be limited.		x	HUGE	HUGE	2
Service	Great	x		OK, large restaurant	OK, large restaurant	3
Reliability	Great because owners will be present and we will need repeat customers and word of mouth to keep our business in business	x		OK	Good	2
Stability	Poor, we are just starting hoping it works		x	Long history of success	Long History of success	5
Expertise	Great, 12 plus years of pizza making	x		GOOD	GOOD	3
Company Reputation	Poor, reputation will be what we make it.		x
Location	N/A, competitors in similar location	x		SIMILAR	SIMILAR	5
Appearance	OK	x		GOOD	GOOD	2
Sales Method	OK	x		SAME	SAME	3
Credit Policies		n/a
Advertising	OK/POOR		x	SAME	SAME	5
Image	Great	x		GREAT	GREAT	2

Customer Benefit

Our true target audience is everyone. The downtown Asheville area has an eclectic array of people. Our business must people open to everyone so as not to exclude any group. The downtown Asheville area visitor could be described at any given time as a very religious and moral person, or a hippie, or a young business profession, a family on vacation, a retiree or anything in-between. For this reason we must market to all groups and exclude no one because excluding of any group could lead to missed sales.

Product wise, all of the food that we will be providing to the consumers will be organic such as organic mushrooms, sauce, and cheese etc. The provider of the organic food may differ depending on the costs of the products. Meaning, if the supplier of the sauce is too expensive in supplying the cheese, we will seek another supplier for the cheese. Once the suppliers of the products have been set, in order to maintain a consistent taste that will be trademarked by out restaurant, the suppliers will be the set; as long as company stays in business stays in business. The machinery we will use to make the pizza is going to be organic friendly. All of the beverages that we will serve will be organic and natural.

Our services are we will be listed in the phone book; we will have a sign out in front of the restaurant, as well as brochures of our restaurant at other organic shops and stores in our location. We will also have a web site about our restaurant and all of our products that we use to make the pizzas with.

The competitive advantages and disadvantages are we will be conveniently located in downtown Asheville for all of the consumers to see. We will only be providing dine-in/take-out food, no delivery. The products that we will be providing are going to be unique in quality.

What are the pricing, fee, or leasing structures of your products or services?

Organic mushrooms Organic mild peppers

Organic sauce Organic spices

Organic green peppers Organic flour

Organic cheese Sea Salt

Organic hot peppers Black pepper

Organic onions Organic yeast

Organic black olives Organic sugar

Organic meat Baking soda

Organic red peppers Extra Virgin Olive Oil

Marketing Plan

Niche

Our niche is that we are organic and we offer only organic products to our customers in our restaurant. The organic food not only provides our customers with healthy food, but also provides a healthy eating environment.

Strategy

Promotion

In order to keep starting cost as low as possible there is little money for advertizing. Our theory is that our location and product will sell our business. We will find ways to advertize for free such as internet pages such as MYSPACE, Facebook etc. We will leave copies of menus in organic stores in the Asheville area in exchange for doing the same in our place of business.

The image that we want to set for our customers is that we are concerned for their health and well-being. We will do this through providing a clean atmosphere, quality organic products and legendary customer service.

There will be brochures in nearby organic shops and stores, Sign out front with logo design displayed (done by local artist). Interior design will be of cool natural organic colors as well as environmentally friendly.

Promotional Budget

This Budget will be as little as possible. Only money spent here will be spent on the printing of materials.