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Part I - CONSUMER ANALYSIS Needs -Convenience -Taste -Quality -Affordability -Feel good about what they are eating -Friendly fun casual relaxed atmosphere Demographics -Age eighteen to fifty-five -Income Range from less than 15000 to over 60000 -Occupation Range from full-time students working part-time jobs to business professionals -Ethnicity Caucasian Non-Hispanic - 26 Hispanic - 48 African American - 18 Other - 6 -Location of Residents College students not living at home students who take courses at night people who work long hours and families interested in healthy eating choices Psychographics -Health conscious -Limited time for lunch and dinner Consumer Behavior -Eat meals outside their home several times a week -Live active lifestyles -People who are striving to maintain a more balanced diet Involvement Level -Limited Involvement -Prefer a healthy alternative to fast food Part II - SWOT ANALYSIS Strengths -Low start-up cost with high potential revenues -Commitment to quality customer service with a comfortable fun and friendly atmosphere -Experienced management and staff -Offering variety of options for lunch and dinner Weaknesses -Target Market centers around Miami-Dade area which limits potential customer base -Limited resources may restrict growth opportunities such as advertising and name recognition when compared to giant competitors -The existence of other lower-quality lower-price fast food competitors such as Burger King and McDonalds may limit growth -Lacks national awareness and distribution Opportunities -Convenience is important to todays consumer due to fast paced lifestyle -Market lacks a variety of healthy food options for todays health-conscious consumer -New market few competitors -Consumers are willing to spend more for better quality better tasting healthy food Threats -Competition from existing restaurants -Slightly higher prices may limit access to mass markets -Existence of other easily accessible lower priced fast food competitors may limit growth Part III BREAK-EVEN ANALYSIS Electricity35000 Food200000 Rent160000 Equipment 3 yr lease30000 Insurance50000 Employees150000 Miscellaneous15000 Advertising20000 TOTAL COSTS660000 All costs
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