Meals Made Easy

1. Meals Made Easy Jennifer Miller Jonathan Landaw Julie Kline Lucas Mengelkoch

2. Table of Contents • Executive Summary……………………………………….. • Situation analysis…………………………………………… • Organizational Strategy………………………………….. • Market Size……………………………………………………. • Market Share…………………………………………………. • Growth Potential……………………………………………. • Product Positioning………………………………………… • Tactical Marketing Plan………………………………………………………………… • Conclusion………………………………………………………..

3. Executive Summary • Start up company in our first year of operation. • Offering healthy, carefree dining solutions for individuals, families and elderly people. • Affordable alternatives to dining out. • Delicious and nutritious meals. • Professional and courteous staff. • A choice you can feel good about!

4. Situational Analysis / Market Summary • Target Market • Market Needs and Trends • Market Growth • SWOT Analysis • Competitive Analysis • Service Offerings • Success Strategies/Differentiators

5. Target Market Demographics • Geographic Location • Area to be targeted is Rochester, Minnesota and surrounding areas within 20 miles. • Ideal Clients • Busy professionals (Mayo Clinic Residents and Doctors). • Dual career families. • Individuals who do not have a desire to cook. • Individuals seeking weight loss. • Elderly people living alone.

6. Market Trends and Needs • Trends • Increasingly busy lifestyles make it harder to enjoy healthy meals at home. • Eating more fast food. • People of all ages gaining unwanted weight. • Needs • Quick and convenient ways to eat and live a healthy lifestyle. • Healthy, nutritionally balanced meals.

7. Market Growth • Our services will continue to be in demand as lifestyles remain busy. • Potential to generate substantial revenue as demand increases. • Potential to double revenues in a short period of time. • Existing client referrals will drive growth.

8. SWOT Analysis • Strengths • Experienced, dedicated management team. • Professional, hardworking employees. • Solid financial resources. • Weaknesses • No established client list. • Reliance upon client resources in their kitchens could affect quality of meals.

9. SWOT Analysis cont. • Opportunities • Limited amount of competition in the area for chef services. • Proximity to the largest integrated medical center in the world. • Threats • Conservative community. • Retaining quality employees. • Competition from local restaurants that provide catering services.

10. Competitive Analysis • Pre-made Meals • Dish It Up! • Seattle Sutton • Catering Services • Local restaurants and grocery stores • Chef Services • None

11. Service Offerings • In home preparation of quality, healthy meals by a professional chef. • Catering services for dinner parties or special events. • Delivery or store pick up of freshly prepared meals.

12. Success Strategies / Differentiators • Employees are fully screened and formal background checks done. • Clients are able to interview the chef or catering staff before they hire them. • Donating services to local non-profit organizations. • Strong focus on exceeding clients needs will ensure growth through referrals.

13. Organizational Strategy Meals Made Easy Product Life Cycle

14. Organizational Strategy – Cont. Introduction • High-quality food and service at low and affordable costs. • Introduce the product and service to expand and build awareness. • Sales and revenue may be lower and advertising costs may be higher. • The price of the catering service will be initially low to encourage a wide spread market penetration. • Incentives and/or trial offers will be directed to early adopters.

15. Organizational Strategy – Cont. Growth • Promotional Activities - expanding the market. • Advertising will stay at a constant pace to stay competitive. • Competitors will begin to enter the market. • New menu items and/or service options. • Bulk buys, purchase incentives, and frequent buyer reward programs. • Offer discounts incentives for customer loyalty. • Continue to build customer loyalty.

16. Organizational Strategy – Cont. Maturity • Sales of services will continue to increase. • Profitability is Strong. • Brand Awareness is Strong. • Advertising expenditures will be reduced. • Modifications will be made in order to differentiate the product from competing products . • Loyalty programs will be introduced. • Price promotions will be advertised to attract new customers. • Emphasis on differentiation and incentives; to get competitors’ customers to switch.

17. Organizational Strategy – Cont. Decline • Market Saturation: • Sales will begin to decline - market becomes saturated. • Menu items will become obsolete, or customers’ attitudes change. • Profitability will be maintained longer with loyal customers. • Hope competitors will exit out of the market. • Extend Product Life Cycle: • Reduce costs and/or find new uses for the services. • Prices may be lowered to stay competitive.

18. Market Size Rochester Minnesota community and within a twenty mile radius • Active professional business people • Active dual income family

19. Market Share • Penetrate 10% of the Rochester downtown professional. • 5% of the active citizens of Rochester and the surrounding communities. • Long-term goal - 20 – 30% of the complete targeted population.

20. Product Positioning • Service Targets: • Elderly • Single Families • Busy Professionals • Services Provided: • Home delivery of pre-cooked meals • ‘Rent - a - Chef’ program • Service Costs • Financial Objectives: • Achieve break even point • A double digit growth rate for each future year • Strategic Summary (year end goals): • Establish a solid foundation for the business • Obtain a steadily increasing client base

21. Tactical Marketing Plan • Advertising • Local newspapers • Flyers in grocery stores, Hospitals, Nursing homes and on car windshields within a 3 block radius • Online

22. Distribution Strategies • Samples, Free Trials • Benefit Meals • Wedding Conventions • Cooking Conventions • Coupons, buy one get one, buy one get one ½ off • Business Expos • Meal give away – prepared, delivered and served for 12 people

23. Outward Image • Clean, bright store interiors • French Interior design – the look of professional chefs and superb training • Professional staff • Khaki and dress shirt uniforms – store staff • Traditional chef wear – hat, white coat and black pants • Casual chef wear – khakis and dress shirt

24. Conclusion • Prepared Meals, Catering, Special Occasions • Ready to eat, ready to cook • Target area • 20 mile radius of Rochester • Market share • 10% after the first year • Very adaptable to changing market conditions

25. References • Dish It Up. (n.d.). Retrieved May 26, 2010, from Dish It Up: http://www.dishituprochester.com/contact.html • Mayo Clinic Rochester Minnesota. (n.d.). Mayo Clinic. Retrieved May 28, 2010, from Mayo Clinic: http://www.mayoclinic.org/about/rochester.html • Ronald McDonald House. (2008). Ronald McDonald House. Retrieved May 26, 2010, from Ronald McDonald House: http://www.rmhmn.org/

26. References cont. • Seattle Sutton. (2008). Seattle Sutton's Healthy Living. Retrieved May 26, 2010, from Seattle Sutton's Healthy Living: http://www.seattlesutton.com/ • U.S. Census Bureau, Housing and Household Economic Statistics Division, Education & Social Stratification Branch. (n.d.). U.S. Census Bureau, American FactFinder. Retrieved May 03, 2010, from U.S. Census Bureau: http://factfinder.census.gov/servlet/QTTable?_bm=y&-qr_name=DEC_2000_SF3_U_DP3&-ds_name=DEC_2000_SF3_U&-_lang=en&-_sse=on&-geo_id=16000US2754880