Mission Statement

2. Mission Statement • The Fish Tank’s main objective is to provide an exemplary family and sociable atmosphere, with live entertainment, excellent customer service, and superb food using top quality seafood, fresh produce, and delicious herbs. Our focus is to leave you with satisfaction and a lasting impression that your dining was the best culinary experiences that you have ever encountered.

3. Introduction • The Fish Tank will be a seafood restaurant with a Texas-Louisiana flare. Chef Ced will be building on his background of southern cooking and infusing it with Louisiana flavors and styles. The menu will be incomparable to any other restaurants in the area. As far as seafood, there will be none in Ellis County to compete with the Fish tank. The closest competitors are in Cedar, Texas known as Pappadeaux, Razoos and Joes Crab Shack. The Fish Tank’s style and flavors will stand alone from those individual companies while keeping prices competitive. The Fish Tank will be able to dominate Ellis County and still remain competitive in the market among our competitors in Cedar Hill. Chef Ced will be keeping a similar menu as the Sea Shack, however expanding to make it more vibrant, with more Cajun flare dishes. The Fish Tank will be serving fresh fish to include Mississippi Catfish, Salmon, Sole, Tilapia, and Halibut on special occasions. Further, The Fish Tank will offer seafood, Etouffe, Jambalaya, host crawfish boils and serve Chef Ced’s famous blackened dishes. We are projecting an average check total of $20 per person. Our menu prices will be competitive and fit the menu style supportive of the food cost. The areas average income is $ 67,586 a year, with a median age rate of 33 y/o. This affords us the ability to serve menu items above market standards. The Fish Tank will offer dine-in and carry-out restaurant service. Additional revenue will be generated from catering events, wine tastings, special chef events, and cooking classes.

4. Executive summary • The Fish Tank will be a trendy Seafood restaurant with a menu that will be a fusion of Texas and Louisiana food. The food will be similar in concept of what Chef Cedric brought to Waxahachie, Texas with Sea Shack. The Fish Tank has the capacity to seat 100 to 125 dinners including a lounge area. The Fish Tank will have a casual trendy family style atmosphere that will complement its great tasting food and entertainment. The Fish Tank menu will offer a variety of entrees such as Fried Catfish, Grilled Salmon, Fried Green Tomatoes, Oyster Rockefeller, and Chef Ced’s well known Seafood Balls with an average ticket price of $10-$20 per person. • The location we are seeking to acquire is in a visible, highly populated area in Red Oak, Texas. The Fish Tank will be located ¼ of a mile from Highway 35, surrounded by new development being established in Red Oak. Along with the new Wal-Mart, a new industrial plant is currently being built, and the expansion of Olivia Rd which strands all the way to Ferris, TX will create more access to the restaurant. The city of Red Oak has begun its revitalization project throughout the city and is attracting many different companies intending to open a business in the area. Our niche gives us a competitive edge and marketing leverage opportunities in Red Oak and the southern sector of Dallas County.

5. Business Deal • * Owner Cedric Jemmerson 80-100% (LLC) • * Investment Angel Investors will invest $100,000.00 in cash in consisting of 10 units of $10,000 each. (LLP) • * Management fee: 20% of quarterly gross restaurant sales to Investor. • * Allocation of taxes: Subject to treasury regulation • * Terms Equity runs for a term of 5 years, unless sooner dissolved under the investment agreement.

6. INVESTMENT AGREEMENT • Fish Tank Seafood Restaurant LLC is owned by Chef Cedric Jemmerson. The Angel Investors LLP will receive an amount equal to 20% of the restaurant’s quarterly gross sales as compensation for its management services rendered to the owner. • The Angel investors (Limited Partnership) will invest approximately $100,000 and their investment will be divided into 10 units with each unit representing 2% equity. The subscription price per unit is $10,000, and the minimum investment is one unit. Upon payment in cash for the units the investor will not be obligated to contribute any additional capital to the investment. • Fish Tank Seafood Restaurant LLC is requesting a 90 day grace period on the first payment of all equity. We propose all investors will be paid in quarterly payments, and Fish Tank Seafood Restaurant LLC reserves the right to negotiate reinvestment options within 24 months. Your investment is needed to provide working capital while the restaurant becomes established in its new locale. The executive staff of Fish Tank will take a small salary in the first year with a bonus option if financial goals are reached. • Owner cannot merge or consolidate with another investor or entity. Owner cannot convert to another form of business entity, dispose of all or substantially all of its • assets. Owner cannot borrow money or encumber assets for borrowed money in excess of $20,000, without the consent of the investors having more than 50% of voting interest in the proprietor. • In an event the investor wants to opt out of the under terms of the investment agreement, the investor equity will be subject for purchase by the Fish Tank Seafood Restaurant LLC on a 6 month payout at 60% of its fair value as determined by appraisal.

7. Hours of Operation • The Fish Tank Seafood Restaurant will be open for lunch and dinner five days a week, Tuesday through Thursday for (lunch) 11:00 a.m. until 3:00 p.m. and (dinner) 5:00 p.m. until 10:00 p.m. Friday (lunch) is 11:00 am. until 3:00 p.m. and (dinner) from 5:00 p.m. until Midnight. Saturday operation hours include open from 12:00 p.m. until Midnight. (The bar will open approximately 7 months after the restaurant grand opening) The bar will be open for happy hour Tuesday through Thursday from 5:00 p.m. until 8:00 p.m. and Friday and Saturday from ____until 2:00 a.m.

8. Bio • Chef Cedric Jemmerson was born and raised in Dallas, Texas. He learned how to cook at a young age. He developed his passion for cooking from his grandmother Winifred Campbell. Chef Cedric entered the culinary profession in 2008 by enrolling in the prestigious Le Cordon Bleu. He graduated in 2009 as a chef and with a GPA of 3.7 and a Bachelor’s Degree in the Science of Culinary Arts. Chef Cedwon numerous cooking contest while in school. In 2008, as an Executive Chef he started The Speak Easy showcasing his ability as an owner to stick to his roots of southern cooking. His signature dishes included his Chicken and Waffles, and Grilled Tilapia with Cheese Grits. In 2008, he also launched his catering company ‘We Chefs Catering’ a personal cChefingendeavour that he still manages today. In 2009 Chef Ced went on to help open and develop The Common Table where he worked as the Sous Chef under Executive Chef Lee. There they were known for their Prime Rib, Chicken Fried Steak with Bacon Sage Gravy and Porcini Dusted Scallops and Bison Chili. During the same year Chef Ced became the Sous Chef of Spice of Life Catering working along-side famous cooks as Chef Ricky Baldwin and Executive Chef Charlie in corporate and kosher catering. Further, Chef Ced catered events for families such as the Perot’s, Nasher’s, and numerous events at Jewish Temples in Dallas. In 2009 Chef Cedric was the runner up in the AAC food challenge out performing chefs with 15 years beyond his experience . Also, in that time, Chef Ced became the night sous chef of Dallas Uptowns Bread Winners. In 2010 he opened the Sea Shack in Waxahachie, TX. The Sea Shack was a 40 seat seafood restaurant with recoginized acclaim as the best seafood restaurant in Ellis County. The Sea Shack was known for its Seafood Boils, Fried catfish, Gumbo and chefs Seafood Balls.

9. The Marketing Plan • The Fish Tank’s target market has been identified as consumers ages 27 to 50. Most of the target market is segmented to the upper middle class with incomes that range from $40,000 – $60,000 per person or $60,000 to $80,000 per household. This includes non-Hispanic, white, educated, and married couples with kids. The Fish Tank predominately uses a concentrated marketing strategy because they make a product which caters to the needs of a particular segment of the total market. The marketing strategy mix is centered around the idea that the food will sell itself. Fish Tank will not produce elaborate packaging and promotions. Fish Tank will use value-based pricing; the fresh food costs more than average pre frozen food however healthier for the consumer. Placement is in the Red Oak, Texas (Ellis county and Southern Dallas area), which is a high traffic upper middle class area of Dallas. Our goal is to gain 35% of the market share. • The Fish Tank will launch an aggressive advertising campaign: • * Official The Fish Tank website • * Internet Radio • * Cooking Blogs • * D Magazine • * Dallas Observer, etc. • * Red Oak Newspaper • * Facebook • * Twitter

10. Demographics • With 149,610 people, Ellis County is the 26th most populated county in the state of Texas out of 254 counties. The city of Red Oak consist of 10,769 people, and is the 232nd most populated city in the state of Texas out of 1,752 cities. In 2010, the median household income of Ellis County residents was $60,877 with the median household income of Red Oak residents being $67,586. The median age for Ellis County residents is 35.0 years young. However, Ellis County ladies have a higher median age. In addition, 30.8% of the Red Oak population under 18, Red Oak has a large number of adolescence

11. Table of Content • cover page • mission statement  • introduction  • executive summary • business deal • investment agreement • hours of operation   • bio  • demographics   • marketing plan • no extra credit (vision or atmosphere) • compose in the order of the table of content