Executive Summary

BBQ BY THE BAY is a catering company that serves the Bay Area market.
Over the past few years there has been enormous growth in the leisure market as
functions such as weddings, sporting, fundraising, and celebratory events become more
lavish with the use of outside caterers becoming very common.
In addition changes to the workplace environment, such as the closure of canteen
facilities, have led to a growth in opportunity for the contract caterers to supply food and
refreshments.
Market research has shown that there are major opportunities for the smaller contracts
and oneoff functions such as weddings, parties, and celebratory functions.
BBQ BY THE BAY will offer catering services to all sectors but will speciali!e in
birthday celebrations, sporting, fundraising and other celebratory events. In a sometimes
stagnant market the company plans to occupy a niche in the catering market by offering a
uni"ue, new and creative menu with colorful, creative, and unusual food options
combined with outstanding service.
Business Objectives
BBQ BY THE BAY catering objectives for the first three years of operation#
$o create a servicebased company whose primary goal is to offer a uni"ue and
creative service and to e%ceed customer e%pectations.
$o attract and maintain an e%panding customer base increasing the number of
clients served by &' ( per year through superior service.
$o develop enough cash flow to pay all salaries as well as e%pand the business.
Mission
BBQ BY THE BAYS mission is to provide the customer with an outstanding and high
"uality catering service that will e%ceed our customers) e%pectations.
Key to Success
$he key to success is to meet and e%ceed the customer)s needs in terms of "uality of food
and e%cellence of service.
Company Summary
BBQ BY THE BAY which is located in *an +ose, ,alifornia will offer catering to Bay
Area communities speciali!ing in serving high "uality food and catering for functions of
&' to -.. people. $he company will offer a large menu covering a wide range of food
from traditional favorites to the e%otic.
Company Ownership
BBQ BY THE BAY is a sole proprietorship owned by /illiam 0ines
Business Description
BBQ BY THE BAY plans to provide food catering services to a wide range of functions
including weddings, sporting, fundraising and celebratory events. $he company will
provide a diverse and e%otic menu that caters to all tastes, re"uirements and needs.
BBQ BY THE BAY plans to open from 1#..am to '#..pm and guarantees deadlines and
will accept cancellations as long as they are with the stipulated conditions.
2%ample menu, prices and services to be provided by BBQ BY THE BAY
include#
BBQ BY THE BAY offers hot, cold, canned and bottled beverages of different
varieties.
BBQ BY THE BAY also offers healthy choices with a large selection of salads,
including 3rotein salads, green salads and grilled chicken4salmon salads with
additional dressings available.
A variety of $hemed buffets are available including ,ajun, $e%Me%, American,
*eafood, Beef, ,hicken and 3ork themes.
A vast collection of 5ors 6) oeuvres served both hot and cold.

Marketing Anaysis
$he catering market is an 78. billion dollar industry and has witnessed over the past few
years enormous growth as functions such as wedding, sporting, fundraising and
celebratory events have become more lavish and have relied heavily on outside caterers.
In addition, changes within the workplace, such as the closure of canteen facilities, have
opened up new markets for contract caterers to supply food and refreshments.
Major contracts are often awarded to large companies with a proven track record for
contracts. ,ontracts such as school dinners, hospital catering, air, rail and ferry travel
may be difficult for anyone setting up a business to make inroads into this market.
5owever, there are plenty of opportunities for smaller contracts and the oneoff functions
such as weddings, parties and celebratory functions.
BBQ BY THE BAYS market is an interesting one as there are several caterers that offer
services that are "uite similar to each other in terms of price and menu options. Over the
last few years, caterers have done little to update their menu and there is obviously a huge
demand for a catering service that provides a creative and innovative approach.
BBQ BY THE BAY will occupy a niche in the catering market by offering a new and
e%otic menu with colorful, creative, and unusual food options combined with an
outstanding service.
Market Segmentation
,ontract catering is an increasingly strong market with the sector covering the provision
of a wide range of services, from larger businesses contracting out canteen arrangements
to providing outside catering services for weddings, parties, etc.
*ince &..8, sales in this area have grown by nearly &'( and continue to rise. 9ow start
up costs coupled with increasing opportunities has led to an influ% of businesses offering
services in this area.
On the other hand, there are more opportunities for the independent suppliers to access
the market. $he increase in leisure and social activity across the :.*. has led to a growing
market for contract caterers, who are increasingly involved in a wide range of social
events which include#
/edding and all of the food and catering associated with such events, ranging
from organi!ing canap;s, full sit down meals, finger buffets and fork buffets.
,orporate hospitality
9ongterm contracts < such as running staff canteens or regular weekly events
*ocial events such as barbecues, firework displays, oneoff and celebration
parties.
!arget Market
BBQ BY THE BAY has two distinct target populations#
Middle class clients. $his group of people does not have huge amounts of
disposable income, recogni!es that it is costly to sponsor a party, and is willing to
incur the e%penses, but will try to minimi!e them.
:pper class clients. $his group is wiling to spend whatever it takes to throw a
good dinner function. $ypically, a wealthy oneincome family characteri!es this
group where the wife does not work and typically thoroughly enjoys the planning
of these events.
!arget Market Segment Strategy
$he target market segment strategy can be similar for the two groups with the main
difference being different menu offerings with the upperend menu items being too
e%pensive for the middle class target segment.
Competition Anaysis
,ompetitors are likely to include#
=ational catering organi!ations
5otels and other venues with inhouse catering services that provide catering for
events such as weddings and corporate hospitality
Other small independent contract caterers in the same area
$he catering business in the Bay Area is fairly uni"ue. At the low to the middle end of the
market, there are four other caterers, all having fairly standard menu offerings. /ith our
more e%tensive menu we will offer potential clients a larger selection to choose from.
Competition an" Buying #atterns
$he customers will be largely dependent on the type of events we plan to cater for, so
speciali!ation is important and will enable marketing efforts to be focused on potential
clients and competition analysis show that the e%isting caterers are not ade"uately
covering markets such as weddings, corporate hospitality, sporting events, fundraising,
social club events and parties.
,ustomers are likely to come from all sectors of the community and include individuals
celebrating a particular event, businesses and business support organi!ations, social clubs
and groups. $hey may be seeking catering for either a oneoff event or on a more regular
contracted basis.
Strategy an" $mpementation
$he most important marketing tactic for any new business is to carry out e%tensive
market research before making any business decisions. BBQ BY THE BAY is#
Offering the services of a contract caterer in an area where there are enough
people living or working who would want to use the service.
An area where there is little competition for the type of services that the company
is offering.
$he business is able to supply e%actly what the customer needs.
$he company has already done a thorough research of the marketplace and is already
knowledgeable of the local market and is developing a vital network of contacts, a
potential client database and aims to be very competitive and maintain an e%cellent
reputation and a high standard of service.
Mail shots, outlining the services offered, will be used to raise the business profile.
>ollowup telephone calls will reinforce it and continue to be used as we build a list of
potential clients.
BBQ BY THE BAY aims to maintain memberships of trade organi!ations and adherence
to the relevant code of practice, which can be highlighted when tendering for work,
reassuring potential clients about the standard of work they can e%pect.
Advertising is a useful tool to ensure that potential clients are aware of the services
offered and the following type of advertising will be used by the company to market the
services#
$he trade press and publications aimed at target client groups.
*pecialist press which may be read by potential clients
9ocal media, for e%ample the business pages of the regional newspaper or
specialist supplements, such as wedding planning or lifestyle features, which will
raise the profile with potential client groups.
BBQ BY THE BAY will gradually gain market share in the catering market by
leveraging its competitive edge through superior attention to detail and innovative meals.
BBQ BY THE BAY will leverage areas that have been ignored in this market for some
time now. $his competitive edge coupled with a target advertising campaign and
networking will enable BBQ BY THE BAY to gain a significant market share in a short
period of time.
Competitive E"ge
BBQ BY THE BAYS competitive edge stems from its attention to serving customers
needs and its in e%tensive menu of traditional and e%otic menu items. *trong demand has
led to a decrease in the standard of "uality and service in the industry, and BBQ BY
THE BAY will capitali!e on this issue to increase market share.
Operating #anning
$he first month will be used to set up the kitchen and prepare the menu and marketing
material. $he company will ensure that suppliers will be able to deliver e"uipment and
supplies easily and there are no anticipated operational difficulties as Bill is conversant
with various aspects of the industry.
#ricing Strategy
3rice 9evel
Maintain price level in all segments at '?. ( higher than competitors to reinforce the
"uality image.
6iscounts
Offer ' < ?. ( discount for payment in full with the order
S%O! Anaysis
Strengths of the Business
2%cellent product and "uality service that adds to company reputation
@ood management skills
Weaknesses of the Business
=ew 3layer, which means credibility takes time to build up which may affect
initial sales
9ack of systems# ,ompany needs to develop systemi!ed operational and sales
techni"ues.
Opportunities in the Marketplace
A potentially enormous market for the company to tap into
@rowing market segments such as workplace and lavish parties
:nmet strong demand for new and creative menus
Threats in the Marketplace
Increasing supplier prices which could result in reduced profitability
Other competitors entering the market with a similar business model
&inancia #an
Saes an" cost projections'
Saes
According to the market research and plan, the projected sales show sales start
slowly and the show a gradual increase in sales as the company becomes more
established.
$he following table shows the initial projected sales.
Market segment
Sales
Weddings
2500
Corporate
4000
Events such as sporting, fundraising,
social club 2000
Parties
2500
Other
3000
TOTAL
14000
Expen"iture
Start up expenses'

S!A(!)# E*#E+SES

EQUIPMENT 15455
KITCHEN MEMBERSHIP FEE 1500 PER YEAR
BUSINESS LICENSE 150
HEALTH PERMIT 800
FOO CERTIFICATE COURSE 110
BUSINESS CARS 50
FLIERS 150
UNIFORM!SHIRTS"PANTS"APRONS# 350
$EB ESI%N 1500
MISC& E'PENSES 3000
INSURANCE 1000 PER YEAR

TOTAL 24"5(5

B$,,ED !O EAC- C)S!OME(
INSURANCE CERTIFICATE 80
PER
ARESS
KITCHEN HOURLY RATE 20
TRA)EL TIME PER HOUR 25 1 HOUR MIN&

BB. B/ !-E BA/ 0 1enera Catering $n2ormation
Office 5ours# 1#.. a.m. to '#.. p.m. Monday through >riday or by appointment.
At the time of booking, we will need the following information#
6ate of event
Beginning, and ending time of the event
9ocation of the event
=ame4Address43hone =umber 4 >a% =umber of the representative for the group.
=umber of guests AguaranteeB
=eed final minimum guarantee C& business hours prior to event.
Menu re"uest in detail.
If we are able to book the event, any event booked less than C& hours in advance will incur a 7?.. or
?.( surcharge over regular pricing Awhichever amount is greaterB this is due to additional costs of
e%ecuting last minute events.
Guarantee eadlines!
De"uired - business days prior to your event AC&E business hoursB in writing or by telephone.
If no adjusted guarantee is received, we will refer to the last guarantee on the catering
contract or the actual attendance whichever is greater as the final guarantee and will bill you
accordingly.
/e will perform a headcount and plate count to determine your final attendance and an
adjusted contract will be forwarded to you if you e%ceed your guarantee number and this
count is considered final.
"ancellations!
,ancellations will be accepted without charge - business days AC& hoursB in advance. A notice of less
than - business days will incur a minimum 7?.. charge or charges based on actual costs.
eposit #e$uire%ents!
,ustomers will be re"uired to make a '.( deposit at the time of booking the function with the final
balance due prior to start of your event. Adjustments to the final amount due to increases in attendance
or costs will be due upon receipt. >inance charges may apply if payment is not received in a timely
manner.
9inens 4 ,hina 4 2"uipment 4 >loral 4 Dental 4 2tc#
Additional charges may be re"uired for e"uipment, linens, china, and other items used for your event.
*kirting# 7?' per table
$ablecloths# 7?8 each Aincludes napkinsB
*pecial Order F ,olored linens# Market 3rice with associated rental costs.
9abor ,harges for Ban"uet *taff#
7&' per hour A7?.. minimum for four hoursB, each additional hour is 7&'. $he total time
would include setup and breakdown labor for your event.
,arver 7&'... per hour Awith a - hour minimum 7C'B.
Overtime 9abor is charged at 7'.... per halfhour over scheduled event time

BB. B/ !-E BA/ 0 Event Checkist
6ecide on event date, time and location.
,heck availability of desired location and make reservations.
,an food be cooked on site using smoker4grillG
Dain location, if event is outdoors.
/hat is your budget for foodG Demember to include sales ta% Aoff campus groups onlyB
and service charges
/ill your party be formal or informalG
6etermine what type of service best suits your needs.
5ave you obtained permission for wine service, if necessaryG
/ho is responsible for decorations before and after the eventG
Is there a head tableG
/ho will direct special guest to the head tableG
5ave you considered special needsG Apodium, microphone, lights,B
6o you need a special table for awards or giftsG
6o you need tablecloths and skirtingG
Are their place cards or reserved seatingG
/ho will put out place cards and whenG 3rogramsG
/ill the entertainers be invited to eatG Before or after the performanceG
5ow much time have you allowed for different services MealG 3rogramG AwardsG
Are your guests familiar with locationG 6o you need a map or directionsG /here will
guests parkG
/ill the guests be greetedG /here and by whomG
5ave you arranged for coat racks, if neededG
/here are the restroomsG
5ave you confirmed table arrangements and final count with BBQ BY THE BAYG
/ho is in charge of arrangements for the eventG Alternate in case of emergencyG
/ho is responsible for payment of billG
/hen is payment re"uiredG