EXECUTIVE SUMMARY
AMERICAN PLENTY (AP) is an upscale drive thru convenience store. AP is an old approach that is new and timely that provides a convenient and time-efficient way for consumers to shop. AP provides its customers the ability to drive up and order (from a cashier/clerk) their choice of grocery products, freshly brewed coffee, take and bake pizza and fresh produce and flowers. AP is offering a high-quality option to the 7-ELEVEN, gas station, or institutional market.
American Plenty offers its patrons the finest in convenience marketing, specializing in grocery basics, fresh organic foods & produce, flowers and specialty coffees. In addition, AP will offer wine and beer. Seasonally, AP will add picnic lunches packed and ready to go.
American Plenty will focus on two markets:
The Daily Commuter- someone traveling to and from work, out shopping or delivering goods or services.
The Captive Consumer- local mothers and professionals who are short on time and need a few items on their way home.
American Plenty will penetrate the commuter and captive consumer markets by creating Drive-thru facilities in the most logical and accessible locations. The Drive-thru facilities are designed to handle two-sided traffic and provide efficient and excellent shopping experience in less time than required for a visit to the locally owned markets or national chains.
In addition to providing a wide variety of the highest quality products, we will be donating up to 1.5% of the revenue to local schools and or green driven organizations. This will help to ensure customer awareness and loyalty, as well as positive and progressive image of AP and it's core idenity.
American Plenty’s financial picture is quite promising. Since AP is operating a cash business, the initial cost is significantly less than many start-ups these days. The process is labor intensive and AP recognizes that a higher level of talent is required. The financial investment in its employees will be one of the most important aspects and will help to set it apart from any and all outside competition. There will be minimum inventory on hand so as to keep the product fresh and to take advantage of price drops, when and if they should occur.
American Plenty aspires to become the Drive-thru version of an upscale 7-ELEVEN with an inviting and engaging Americana theme, "Whole Foods" quality with drive thru dairy convenience....with a future potential of obtaining several million dollars through an initial public or private offering that would allow the company to open several new facilities per year in communities all across southern and northern California. The desire is to open the first store and establish a foothold in the community before other stores open and replicate the concept.
1.1 Objectives
American Plenty has established three firm objectives it wishes to achieve in the next three years:
1. Three Drive-thru locations by the end of the third year. Establish foot print
from the city of Agoura Hills to Santa Barbara.
2. Gross Margin of 45% or more.
3. Net After-tax Profit above 15% of Sales.
1.2 Mission
American Plenty’s Mission is three-fold, with each being as integral to our success as the next.
Product Mission - Provide customers the finest quality foods and products in the most efficient time.
Community Mission - Provide community support to local schools and green driven organizations.
Economic Mission - Operate and grow at a profitable rate through sound economic decisions.
1.3 Keys to Success
There are four keys to success in this business, three of which are virtually the same as any food service business. It is our fourth key—its overall essence and Americana appeal.
1. The greatest locations - visibility, high traffic pattern, convenient access.
2. The best products - freshest food, dairy and produce.
3. The friendliest servers - cheerful, skilled, professional, articulate.
4. The Americana appeal- The exterior will remind our customers they are almost home, the Americana theme and traditional accents will draw them in.
2.0 Company Summary
American Plenty is a specialty market retailer. AP uses a system that is new to the convenience market industry to provide grocery products in a convenient and time-efficient way. AP provides its customers the ability to drive up and order from a trained cashier their choice of grocery, coffee and home essentials. AP is offering a high quality option to the 7-ELEVEN, gas station, and institutional markets.
2.1 Company Ownership
American Plenty is a Limited Liability Corporation. All membership shares are currently owned by Karen N. Baxter, with the intent of using a portion of the shares to raise capital.
The plan calls for the sale of membership units in the company to Angel Investors. This will total TBD of the company ownership. Each membership unit in the company is priced at TBD, with a minimum of five units per membership certificate, or approximately a minimum investment of TBD per investor. Money could be contributed all at once or on a scheduled as needed basis.
If all funds are raised, based on the pricing established in the financial section of this plan, Karen N. Baxter will maintain ownership of no less than TBD of the company. With her contribution as idea person and driver of the business investing 100% of her time to launch and run the business, a reasonable salary will be decided and agreed upon by all parties as part of the cost of operating the company.
2.2 Start-up Summary
American Plenty’s start-up expenses total just $650,000. The majority of these funds--roughly $300,000--will be used to build the first facility, pay deposits, and provide capital for six months of operating expenses. Another $80,000 will be used for the initial inventory and other one-time expenses. American Plenty anticipates the need for roughly $75,000 in operating capital for the first few months of operation.
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