Kathryn Clark

FCFN 475: Catering

December 15, 2015

Legal Page

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Table of Contents
Confidentiality Agreement
2
Executive Summary
4
Company Desctiption

Mission Statement
4
Company Summary
4
Our Goals

Short-Term Goals
Long-Term Goals

5
5
5

Strategies to Meet Goals

5
Future Plans
5
Industry Analysis

5-6

Market Segmentation

Market Location and Customers

6-7
The Target Market
7

Competition
7
Our Competitve Edge

Start-Up Analysis

7-8

Start-Up Expenses

7
Operating Expenses
8

Management Summary

Menu

8-9

Executive Summary
Home Grown Caf & Catering introduces a new balance between onpremise and off-premise catering in Hamilton County, Indiana. Home
Grown Catering specializes in premiere breakfast catering for offices
and private parties while the Home Grown Caf is an on-premise caf
that provides a positive atmosphere for customers to enjoy the
breakfast and lunch menu based on locally grown, organic Indiana
foods.
The company is based in a 2,796 SF restaurant space that is being
leased for 3 years in the Indiana Design Center located in Carmel,
Indiana. This space will feature the cafe dining section and also a large
kitchen for preparing food for the off-premise catering.
Home Grown focuses on purchasing the food from the Carmel and
Noblesville farmers markets (in season) and grocery stores similar to
Market District, Fresh Thyme, and Earth Fare. Home Grown will also be
in contact with Indiana farmers to bring its customers the freshest
ingredients.
Company Description
Home Grown Catering
200 S. Rangeline Road
Suite 107
4

Carmel, Indiana 46032

Phone: (317) 413-2288
Fax: (317) 413-2994
Home Grown Caf & Catering is an on and off premise catering sight
specializing in premiere breakfast catering and has a menu based on
locally grown foods.
Mission Statement
We strive to provide breakfast food with the freshest locally bought
ingredients while delivering top-quality service and professionalism.
Our goal is to focus on healthy eating but also serving the favorite
breakfast classics.
Company Summary
Home Grown Caf & Catering, an Indiana limited liability company,
specializes in off-premise breakfast catering for offices and private
parties. The Caf has a breakfast and lunch menu focusing on locally
grown, organic Indiana foods. The company is being leased for 3 years
starting January 2016 in a 2,796 SF restaurant space in the Indiana
Design Center located in Carmel, Indiana. There are many offices
located just west of this area that is the target market for the catering
needs. Home Grown Caf & Catering is a limited partnership where
Katie Clark and Gabe Weaver run the company.

Goals
Short Term:
Catering to over 10 clients within the first 3 months of
operation
Creating a positive relationship with clients
Our food establishment will strive to get a perfect health
department score by the 3rd check-up
Introduce one new item on the menu each month
Focus on fruits and vegetables that are in season
Long

Term:
Payback period of revenue within 18 months
Investment earnings at 5% after payback period
95% positive customer feedback within the first 12 months
Implementing an employee appreciation goal to help
promote good employee work ethics
Increase website traffic by over 50% after 12 months
5

Reach out to over 10,000 followers on our social media

sites within the first year
Provide lunch/dinner catering to weddings after the first 2
years
Have a Home Grown food truck by the end of the 5th year

Strategies To Reach Goals

Home Grown Caf & Caterings strategy is to use a variety of
marketing techniques (social media, business cards, flyers, etc.) to
meet our goals. To improve customer satisfaction, we will focus on
customer suggestions and feedback to make sure that were always
improving. Showing customers that our values and beliefs are very
important to us. Establishing a support system within our business will
motivate employees to help everyone reach our goals. Also, minimizing
potential challenges that might arise in the future will help us reach
our long-term goals.
Future Plans
After a year, the business will reach a wider variety of businesses for
their off-premise catering. After 5 years, the businesss goal is to offer
a dinner menu for other off-premise catering and to have an annual
profit of $250,000-$400,000.
Industry Analysis
The catering industry is growing every year and employs over 235,000
individuals. People have less time to cook and because of that, there is
a growing demand for catering and more people dining at restaurants.
With research, there surprising arent more catering businesses
opening every year. People mainly use catering for weddings,
luncheons, office meetings, etc. Some of the basic skills for a
successful caterer include marketing, organizing, planning, problem
solving, cooking, good hospitality skills and having a flair for
presentation.
Market Segmentation
Home Grown Caf & Catering will focus its marketing activities on
reaching out to offices located around the area for catering purposes
and the health-conscious population of breakfast and lunch eating
adults for the cafe. We chose this market because the office population
in Carmel and surrounding Hamilton County cities is most likely going
to be the first population to utilize the premiere breakfast catering,
which will in turn be the target market audience.

The chart below outlines the total market potential of our premiere
breakfast catering in Carmel, Indiana.

Market Analysis

Offices
Luncheons
Schools
Other

Market Location and Customers

The Carmel Arts & Design District is one of the most desirable up and
coming areas in the surrounding Indianapolis area. The city of Carmel
alone has grown with 10,000 people in just 5 years alone.
The customer base for Home Grown Caf & Catering will come
from 3 major segments:
Offices: The Arts & Design District has over 100 offices within a
20-mile radius. We want to cater to those offices by providing
them with good breakfast options.
Luncheons/Weddings: We can cater to adults who want to have a
healthy breakfast luncheon or wedding.
Schools: There are over 30 different schools in the Carmel area
alone. We can provide breakfast for before-school activities or for
teacher appreciation days.
The Target Market
We are located in a premiere business district that is based on arts and
design. There are many offices located around our business that we
will focus on catering to. Our customers will vary in type of work
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setting, age and diversity, but we created a menu that will encourage
healthier eating habits while eating locally grown foods. Our market
research shows that our customers who work in offices will want to
start their day off right with a good, catered breakfast.
Competition
In the Carmel district alone, there are a limited number of caterers who
specialize in breakfast catering. In total, there are only 5 that are
specifically in Hamilton County. The biggest competitor would have to
be Caf Patachou. This establishment is one of the only ones that offer
some type of a breakfast catering option.
Competitive Edge
Home Grown Caf & Catering has a competitive edge because we
focus on providing breakfast foods with fresh, locally grown
ingredients. Hamilton County, Indiana doesnt have any caterers that
do so. Breakfast catering is becoming more popular because business
owners believe that starting the day off right with a good breakfast will
help promote employee success within the workday.
Start-Up Analysis
Start-Up Expenses Include:
Legal expenses for obtaining license and permits: $1,500
Rent Deposit: $5,825-one months rent
Marketing Promotion: Business Cards (500=$20), Flyers
(1,000=$40), and grand opening expenses ($2,575) totaling
$2,635.
Insurance from Trusted Choice Insurance (general liability,
workers compensation, property casualty, and commercial
vehicle) coverage at $3,250.
Phone and utility deposits: $2,500
Deli Tray: (200 @ $23.01/25) = $184.08
Metal Platters: (100 @ $19.95) = $1,995
Insulated Beverage Container: (4 @ $174.37) = $697.48
Insulated Heated Pan Carrier: (2@ 679.00) = $1,358
5 Gallon Glass Beverage Dispenser: (3 @ $54.34) = $163.02
Catering Collection 3-Tier Display Stand: (8 @ 16.28) = $130.25
Natural Gas 6 burner, 2 standard ovens: $2,559.00
Two Section Solid Door Refrigerator: $1,999.00
Two Large Prep Tables: (2 @ $184.99) = 369.98
Other Equipment/Remodeling Costs: $6,000
8

TOTAL: $29,166.81
Operating Costs
Equipment:
Rent: 2,796 SF @ $25/SF/YR = $5,825/month = 69,900/year
Employees Salary: (5 @ 9/hr x 25hr/week) = approx. 1,125/week
TOTAL: $10,325/month
Management Summary
Home Grown Caf & Catering is majority owned by Kathryn Clark and
Gabe Weaver. Kathryn Clark is a Ball State University graduate with a
degree in Hospitality and Food Management. Gabe Weaver is a Ball
State University graduate with a degree in graphic design. Both owners
have experience working in the food and beverage industry. Kathryn
Clark has many connections within the hospitality and food industry
that will help Home Grown Caf & Catering succeed.
Menu
Our menu is designed to bring people together and get your day
started right. The menu we have promotes healthy eating while also
having some of the original breakfast favorites.
Continental Breakfast
Rise n Shine Breakfast
Serves 10-15 Guests
Freshly Brewed Coffee, Decaffeinated Coffee and Hot Water with an
Assortment of Teas
Freshly Squeezed Orange Juice
Freshly Made Assortment of Muffins
THE Home Grown Special
Serves 12-15 Guests
Freshly Brewed Coffee, Decaffeinated Coffee and Hot Water with an
Assortment of Teas
AssortedJuice
Fresh, Seasonal, Locally Grown Fruit Platter
~With Your Choice of Two of the Following~
Gourmet Freshly Made Muffins
Assorted Bagels
Cereal
Yogurt Parfait Bar With Assortment of Toppings

Hot Breakfast Buffet

Oatmeal Station
Serves 10-12 Guests
Steel Cut Organic Oats, Raisins, Ground Cinnamon, Brown Sugar,
Dried Cranberries, Roasted Sunflower Seeds, and Coconut Flakes
Fresh Fruit Available Upon Request*
Can Be Combnied With Continental Breakfast Options**
The BIG Breakfast
Serves 15-20 Guests
Fresh, Seasonal, Locally Grown Fruit Platter
Breakfast Potatoes (Home Fries or Hashbrown Option)
~Choice of~
Bacon or Sausage
~Choice of~
Assorted Bagels
With Cream Cheese, Butter and Fruit Preserves
Or
Pancakes or French Toast
Served with Maple Syrup
Or
Quiche prepared with cage-free, organic eggs and selection of these
add-ins:
Cheese, Mushrooms, Spinach, Onion, Bell Pepper, Tomato
Freshly Brewed Coffee, Decaffeinated Coffee and Hot Water with an
Assortment of Teas
Assorted Freshly Squeezed Juice

10