Carl Williams GM560 Course Project Week #7

Table of Contents

I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII.

Executive Summary Vision and Mission Statement Company History Industry Profile Business Strategy Company Products Marketing Strategy Location and Layout Competitor Analysis Description of Management Team Plan of Operation Financial Forecast Loan Proposal

XIV. References

Executive Summary Goal Line Sports bar and Grill will be established in the Bronzeville neighborhood in the Chicago area as the premier restaurant and build a strong presence in the food and beverage industry. The original location will return $3 million in sales during the first year of operation. First year operations will yield a profit of $500,000. This will be accomplished by using a investment in initial capital. Through owner funding and cash flow generated internally the addition of more store locations will be possible. Sales projections for the next five years are based on already planned store openings. Vision and Mission Statement Goal Line Sports bar and Grill strives to be the premier sports themed restaurant in the Chicago land area. The aim is to be a step ahead of the competition through consistent evaluation of customer experiences. We want our customers to enjoy themselves during their leisure time. We provide the most televisions and sporting events than any other place in the area. We provide our customers with the best state of the art table top audio controls at each of their tables so that they can listen to the sporting event of his or her choice without interference. We utilize a combination of menu selections, alcohol, atmosphere, ambiance and service to create a sense of comfort in order to reach our goal of complete customer satisfaction in a dining/entertainment environment. Company History Goal Line Sports Bar and Grill was founded in 2011 by Carl Williams to make a great impact on the constantly growing market demand for technology enhanced sports theme facilities such as restaurants. Goal Line has promoted and marketed its brand through the operation of its existing locations in Chicago, Il. The flagship location provides to its customers a very unique dining and entertainment experience in a friendly environment, because of this, customer acceptance has been proven. The regular and repeat customers spread through many age demographics. Goal Line has promoted the brand heavily in Chicago, Il. Through working with both professional and recreational sports teams and celebrities. Industry Profile The state of the economy and alcohol related trends drive sports bars, nightclubs and the drinking establishment industry. In 2009 domestic economys decline along with increasing unemployment forced people to become far more selective when it comes to how they spend some of their extra monies like trips to bars or clubs. On a more positive note, consumer spending grew in the year 2010. Through the year 2016 the upward trend

will continue which will also mean competition from non industry facilities/companies, such as restaurants, in addition to people opting to stat at home. Business Strategy The strategy of Goal Line Sports Bar and Grill is based on providing the best service to our customers who consist of the local night crowd, the sports enthusiast, the local university in addition to families that choose to dine out. Goal Line Sports Bar and Grill will provide a list of products and services tailored to the needs of its local customers which will be a unique and vary by location. The concentration will be on keeping the product, experience and atmosphere constant in all geographic locations while maintaining quality and building a strong brand/identity in each market. The individual popular identities of each location will be the strength in which our foundation is built upon. Company Products Goal Line Sports bar and Grill resides somewhere between a fast food restaurant, a sports bar and a sit down restaurant. This type category of the sort is convenient and caters to a variety of would be customers weather it be the working crowd that wants to go somewhere to grab a drink after a long day at the office, the group of friends that wants to find a place to grab a bite to eat and/or watch a sports event on television and the family that would rather order food on a day out with the family rather than cook a meal at home. There will be purchasing that will place Goal Line Bar and Grill in a position to provide a innovative menu and a selection of custom or customizable menu items. The menu offerings will provide a wide variety of alcoholic beverages, fountain drinks and juices as wells as customizable beef and turkey burgers, chicken wings with the customers choice of a variety of sauces, pizzas that offers the flexibility of pick your own toppings and salads that offer the same choice. Wi-Fi services will also be available for a small fee. Marketing Strategy We promote sports, family, food fun and more sports. The universal appeal of sports and family fun has never been higher. The locale for Goal Line Bar and Grill will be a high growth area such as the one in the up and coming Bronzeville area on the south side of Chicago. This area has a steady influx of new residents along with the local university and the traffic from U.S. Cellular Field to cater to. A combination of both local media and event marketing will be used at each location to advertise the company. The company will host business socials with outside organizations at the establishments. Photo opportunities will display the facilities and

environment in the background for submittal to the local media. Business social will help stretch the marketing budget. As soon as there is a concentration of stores established in a particular market, then a broader marketing effort will be employed. The strategy of live broadcasting and pro sports tie-ins will be most effective in generating free publicity for the flagship location which will be more effective than any other advertising that could have been purchased. Goal Line Bar and Grill will create an identity oriented marketing strategy with executions particularly in the local media. Radio sports, print ads, and in-store promotions are designed for transplant to the other markets. A portion of the ad and promo budget will be set aside to develop these programs. Location and Lay Out Goal Line Bar and Grills first facility will be situated in the up and coming Bronzeville community, situated steps away from U.S. Cellular Field, IIT, Chicago police headquarters and two blocks from public transportation. Large screens televisions will be abundant in addition to live music from local artist on select days. The surrounding walls will be brick and tables will be abundant for the guest. At each table will be listening stations for customer enjoyment. Planned to maximize the bartenders productivity and minimize the movement necessary to perform common task mixing and refrigeration equipment. The configuration of each work station will be consistent; the flow the relationship of the glass to the ice chest the beer tower and soda gun all will be in the same location. Competitor Analysis There exist no direct competitors to the services that Goal Line Bar and Grill will bring to the area. There are however, a few substitutes that offer only take out with no place to sit down and enjoy a day/night out with family and/or friends, and the opportunity to purchase liquor to take home to enjoy. Their strategy is purchase and go. They offer no place for a person to sit down and enjoy themselves. Goal Line Bar and Grill will not compete with these substitutes and will put an emphasis on enjoying our foods and services how one wishes, either at our home or theirs. One potential competitor is Buffalo Wild Wings who have been recently expanding to different markets throughout the Chicago land area. Buffalo Wild Wings have an advantage by way of being an established company and a very recognizable brand. People are already familiar with the company and they have the capability to reach out to far more people because of their larger marketing budget. Goal Line Bar and Grill will compete with this company if they ever so chose to enter the market area by simply emphasizing a menu with more selections, Wi-Fi services offered,

the ability watch a larger variety of sporting events due to Goal Lines larger facility with more television screens, delivery services to the surrounding public, and a safe environment for students to visit, these are some of the things that Buffalo Wild Wings do not offer their patrons. Description of Management Team At the present time Charles Young runs all operations of Goal Line Bar and Grill. Other key personnel are the management that will be at each location once expansion begins. There is not expected to be any shortage of qualified and available staff management from local pools in each market area. Future organizational structure will include a director of store operations when store locations exceed five. This will provide a supervisory level between the executive level and the store management level. A full time accountant is currently being added. Also a sales/marketing director has been added to oversee the expansion efforts of the company. At this time the management team consists of the following: Charles Young Personal Information: Born 25-Jan-1973 Chicago, Il Single No children Excellent Health Education: Duke University, BS, Finance Professional experience: Marketing Associate, Kraft Project Manager, Sprint Pcs Workflow Coordinator, Harris Bank

Plan of Ownership Goal Line Bar and Grill is a privately held company based in Chicago. Charles Young is the principal owner and decision maker. It is Mr. Youngs intention to offer a limited outside ownership in Goal Line on an equity, debt, or combination basis in order to facilitate a more rapid expansion.

Mr. Young holds a BS. In finance and has held many upper level management positions in the banking industry. He is previously experienced in the restaurant/entertainment industry having help operate various sport bars and big chain restaurants. Financial Forecast The overall financial plan allows for the use of the large cash flow estimated to be generated by operations. A large equity infusion will allow for a rapid expansion. Every opportunity will be seized to accelerate expansion past the critical dates if cash flow from new stores exceeds projections. The financial plan depends on important assumptions which are that we as a company expect a slow-growth economy due to the economic crisis. We also assume the continued popularity in sports along with a ever-growing demand for sports theme venues. One of the most important indicators will be inventory turnover. Because Goal Line is in the restaurant business in which in this industry the turnover normal or above 50 percent we will stress that our food cost are kept below 40 percent and that our beverage cost are kept below 25 percent. Loan Proposal The Companys first priority is to establish its first operating Goal Line Bar and Grill restaurant. Secondly, Goal Line Bar and Grill will continue to pursue sites for the future development of subsequent facilities. The company will also be considering the possibility of franchising as well. It is the objective of Goal Line bar and Grill to obtain adequate financing, identify locations for development and build world class restaurants. Significant risks that usually are part of the start-up process will be mitigated due to the owners extensive knowledge in the finance/restaurant business. The success of the company depends on the ability of management to operate. The company will grow its management base when it becomes financially feasible. Goal Line Bar and Grill cannot guarantee that this can be done in a profitable and timely manner. Goal Line bar and Grill has no production facilities for food and equipment and will be dependent on obtaining the services of outside vendors to purchase sufficient products, equipment and agreements with approved vendors. Goal Line Bar and Grill is currently seeking to obtain a loan of 300000 the develop its first store the terms of that loan shall be determined when Goal Line has negotiated what is going to be realistic to offer based on projected earnings. Goal Line will possibly use

trade and other commercial credit if those options are open to the company. Working capital, lines of credit will also be used during the course of business. References No references were utilized with exception to the outline provided by: Zimmerer, Thomas.Effective Small Business Management.New Jersey.Prentice Hall.2009