Fire Fountain Grille

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Table of Contents
1.0 Executive Summary.............................................................................................................................1
Chart: Highlights ......................................................................................................................1
1.1 Objectives ...................................................................................................................................1
1.2 Mission........................................................................................................................................2
1.3 Keys to Success ........................................................................................................................2
2.0 Company Summary.............................................................................................................................2
2.1 Company Ownership .................................................................................................................2
2.2 Start-up Summary ......................................................................................................................3
Chart: Start-up .........................................................................................................................3
Table: Start-up .........................................................................................................................4
2.3 Company Locations and Facilities ..........................................................................................5
3.0 Products and Services........................................................................................................................5
3.1 Competitive Comparison..........................................................................................................5
3.2 Product and Service Description .............................................................................................6
3.2.1 Menu ...............................................................................................................................7
4.0 Market Analysis Summary..................................................................................................................9
4.1 Market Segmentation..............................................................................................................11
Chart: Market Analysis (Pie)................................................................................................11
Table: Market Analysis .........................................................................................................12
4.2 Target Market Segment Strategy...........................................................................................13
4.2.1 Market Trends .............................................................................................................13
4.2.2 Market Growth .............................................................................................................14
4.2.3 Market Needs ..............................................................................................................14
4.3 Service Business Analysis .....................................................................................................14
4.3.1 Competition and Buying Patterns .............................................................................14
4.3.2 Main Competitors .......................................................................................................15
4.3.3 Business Participants.................................................................................................15
5.0 Strategy and Implementation Summary..........................................................................................15
5.1 Competitive Edge....................................................................................................................15
5.2 Marketing Strategy ..................................................................................................................16
5.2.1 Positioning Statement ................................................................................................16
5.2.2 Pricing Strategy...........................................................................................................16
5.2.3 Promotion Strategy.....................................................................................................16
5.2.4 Marketing Programs ...................................................................................................17
5.3 Sales Strategy..........................................................................................................................17
5.3.1 Sales Forecast ............................................................................................................17
Table: Sales Forecast.................................................................................................18
Chart: Sales Monthly ...................................................................................................18
Chart: Sales by Year ...................................................................................................19
5.4 Strategic Alliances...................................................................................................................19
5.5 Milestones ................................................................................................................................19
Table: Milestones..................................................................................................................20
6.0 Web Plan Summary ..........................................................................................................................21
6.1 Website Marketing Strategy...................................................................................................21
6.2 Development Requirements ...................................................................................................21
7.0 Management Summary ....................................................................................................................21
7.1 Personnel Plan.........................................................................................................................22
Page 1
Table of Contents
Table: Personnel ...................................................................................................................23
8.0 Financial Plan ....................................................................................................................................24
8.1 Start-up Funding ......................................................................................................................24
Table: Start-up Funding........................................................................................................25
8.2 Break-even Analysis................................................................................................................26
Table: Break-even Analysis .................................................................................................26
Chart: Break-even Analysis .................................................................................................26
8.3 Projected Profit and Loss .......................................................................................................26
Chart: Gross Margin Monthly ...............................................................................................27
Chart: Gross Margin Yearly..................................................................................................27
Table: Profit and Loss ..........................................................................................................28
Chart: Profit Monthly .............................................................................................................29
Chart: Profit Yearly................................................................................................................30
8.4 Projected Cash Flow...............................................................................................................31
Table: Cash Flow..................................................................................................................31
Chart: Cash ...........................................................................................................................32
8.5 Projected Balance Sheet ........................................................................................................33
Table: Balance Sheet ...........................................................................................................33
8.6 Business Ratios .......................................................................................................................34
Table: Ratios .........................................................................................................................35
8.7 Long-term Plan.........................................................................................................................36
Table: Sales Forecast ...............................................................................................................................1
Table: Personnel ........................................................................................................................................2
Table: General Assumptions ....................................................................................................................4
Table: Profit and Loss ...............................................................................................................................5
Table: Cash Flow .......................................................................................................................................7
Table: Balance Sheet ................................................................................................................................8
Page 2
The Fire Fountain Grille

1.0 Executive Summary
The following plan is based on years of experience, is highly foc used and promises to follow a
path of prosperity for its investors, owners, managers and staff. It is based on conservative
sales figures, and ac tual sales may be higher. The projections contained herein are authentic
and will be used as the budget for the business. The Fire Fountain Grille will show a profit
immediately, and will increase sales and profits eac h year thereafter.
The Fire Fountain Grille is a comfortable, inviting restaurant designed to make our customers
feel as if they are enjoying VIP services in a world all to themselves. The dec or and theme is
based on an exterior fountain loc ated at the main entrance that has a cascading water
fountain c ombined with flame throwing torches. The show kitchen will also feature a custom
made "Fire Fountain", a unique show kitchen grill that also has a cascading water fountain
combined with flame throwing torches. This spectac ular marvel will be visible from the dining
room side, and will be a functioning 48" gas powered steak grill on the kitchen side. The energy
and atmosphere of the restaurant is high, and draws some of its power from the dazzling "Fire
Fountain". By offering an exciting, tantalizing and rewarding experience for its customers, the
Fire Fountain Grille and its service oriented approach will be immediately embrac ed by those
that love dining out!
1.1 Objectives
1.
2.
3.
Sales for the first full calendar year will be $2.3 million, with Net Profit/Sales in excess
of 19%.
A second unit will be opened in the first quarter of year three.
A third unit will be opened in the first quarter of year four.
Page 1

1.2 Mission
Fire Fountain Grille is a commercial enterprise, and as such, exists for the purpose of
generating sales and profits for its investors, owners, managers and staff. Because Fire
Fountain Grille is a service business, it also exists to serve its customers. These two
reasons for its existence are inextricable. If one aspec t does not exist, the other will
cease to exist.
Fire Fountain Grille will offer mouth-watering meals and beverages in a soothing
environment.
Our staff will be cheerful, courteous, and foc used on pleasing our customers.
Our customers will always be treated with importance and warmth. When it comes time
for our customers to dec ide where to spend their entertainment dollars, we will strive to
bec ome their first destination of choice.
Our staff will be offered a workplac e where they can prosper and grow in a dignified,
fun and rewarding manner.
Our investors will see a lucrative return on their dollars, and will have opportunity for
future growth and prosperity with our company.
Our vendors will be treated with loyalty, and they will find their future with us to be
fruitful.
We will be a good neighbor to the businesses in our area, and we will be a
contributing and supportive member of our community
1.3 Keys to Success

1.
2.
3.
4.
Our policy of having a manager pass by every table in the dining room every night to
greet, visit with, or at least make eye contac t with (with a smile) our customers.
Our policy of having a manager visit any and every table that has a question, or if the
customer has positive or negative feedback. The manager is required to use every
means possible to satisfy our customers.
Our commitment to the success and happiness of our staff.
Our commitment to providing excellent quality food and beverages at all times.
2.0 Company Summary

The Fire Fountain Grille is a steakhouse concept. It offers a comfortable, upsc ale ambience,
replete with its signature fountains of flames and water. The menu features original variations
of American favorites with a tantalizing array of seasoned steaks, prime rib, roasted caramel
chicken, hot gourmet sandwiches and hearty salads. Beverages include an impressive wine list,
microbrew beers, and festive coc ktails. Fire Fountain Grille, Unit One, will be loc ated in a newer
free standing building. This loc ation is an extremely high visibility spot on one of the most popular
commercial corridors in the region. It has excellent parking, excellent ingress and egress from
an eight lane thoroughfare.
2.1 Company Ownership

Fire Fountain Grille - Unit One LP, is projected as a Limited Partnership, but may switch the
Page 2

preferred structure to a stoc k "C" Corporation or Limited Liability Corporation "LLC", for
purposes of investment structuring (see section 6.1.1 "Investment Summary"). The number of
investors could vary, based on various interpretations under SEC "Regulation D".
OPERATING PARTNERS
1.
2.
3.
4.
General Managing Partner, with 31% ownership.

Vice Managing Partner for Dining Room and Human Resource Operations, with 9%
ownership.
Vice Managing Partner for Beverage and Entertainment, with 9% ownership.
Vice Managing Partner for Kitchen and Catering Operations, with 9% ownership.
INVESTMENT PARTNERS
1.
2.
3.
Limited Partner Group One, with 14% ownership.

Limited Partner Group Two, with 14% ownership.
Limited Partner Group Three, with 14% ownership.
2.2 Start-up Summary

Fire Fountain Grille, Unit One, is a project that will take advantage of a newer, existing structure.
Start-up costs will cover a number of details to convert the structure to suit our concept both
visually, and functionally. Included in start-up costs are all nec essary expenditures to cover
the pre-opening hiring and training of our staff, adding and revising equipment needs, supplying
smallwares and servicewares, inventory and other essentials.
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Table: Start-up
Start-up
Requirements
Start-up Expenses
Legal
Stationery, Menus, Brochures
Food Inventory
Alcohol Inventory
Operating Supplies
$5,000
$4,000
$20,000
$8,000
$5,000
Smallwares
Uniforms
Linen
Two Fire Fountains
Kitchen Improvements
Leasehold Improvements
Exterior Improvements
Catering Vehicle & Equipment
Signage
Liquor License
Point Of Sale System
Computers & Peripherals
Office Furnishings
Pre-opening Management Labor
Pre-opening Labor/Training
Pre-opening Advertising & Marketing
Permits & Fees
Insurance
$22,000
$3,000
$1,500
$30,000
$15,000
$30,000
$10,000
$23,000
$15,000
$4,000
$10,000
$5,000
$1,500
$15,000
$16,000
$8,000
$3,000
$7,500
Rent
Research and Development
Utility Deposits
$15,000
$5,000
$10,000
Cash Reserve
Other
Total Start-up Expenses
$25,000
$8,000
$324,500
Start-up Assets
Cash Required
$580,500
Start-up Inventory
Other Current Assets
Long-term Assets
Total Assets
$0
$0
$65,000
$645,500
Total Requirements
$970,000
Page 4

2.3 Company Locations and Facilities
The Fire Fountain Grille is loc ate in a large stand-alone building with plenty of parking next to the
Ac res & Ac res Mall, in Electrumburg, a fast growing suburb of Starburstville.
3.0 Products and Services

The Fire Fountain Grille is a comfortable, inviting restaurant designed to make our customers
feel as if they are enjoying VIP services in a world all to themselves. The dec or and theme is
centered around the custom made "Fire Fountain", a unique show kitchen grill that has a
cascading water fountain c ombined with flame throwing torches on the dining room side, and is a
sizzling 48" gas powered steak grill on the kitchen side. The energy and atmosphere of the
restaurant is high, and draws some of its power from the dazzling "Fire Fountain".
The real power and energy of the restaurant comes from the attentive and courteous service
provided by our floor staff, and the indesc ribably delicious steaks and other entrees caringly
prepared by our motivated kitchen team. Each night that we are open, two managers are on
duty. One manager carefully orchestrates the proper execution of the kitchen, so that all food
comes out prepared perfectly, and on time. The other manager attends to the flow of the
dining room, there to fac ilitate outstanding customer service and satisfac tion. Our floor
managers are extremely high profile, taking the time to greet every customer at some point in
their stay. Our customer service policy is simple: All customers must leave happy about our
service and food!
We are a dinner-house, but we do offer lunch on Friday, Saturday and Sunday. We have a
"late-night seating" 10:00 pm-1:00 am Friday and Saturday. The lights come way down,
and customers enjoy light jazz music, and a disc ount on certain food and beverage items. Gift
Certificates always available. We have private dining fac ilities for group events, and we offer
full catering services for events at any loc ation! We offer "take-out" food for those on the
run! Visitors to our website will find upcoming events, specials, and catering and gift certificate
information.
The restaurant hours are: Monday-Thursday 3:00 pm-10:00 pm; Friday and Saturday 11:00
am-1:00 am; Sunday 11:00 am-9:00 pm.
3.1 Competitive Comparison

PF Chang's, Houston's and TGI Friday's are chains that offer fun atmospheres for
comparison purposes. Our most competitive edge is our managers, and their ability and
willingness to create goodwill among our customers, and to overcome any perceived difficulty,
and indeed, turn it around into a positive experience.
The Fire Fountain Grille offers steaks and other foods that are prepared with an irresistible
combination of flavors and spices. No one else in the industry serves steaks as delicious as ours.
Page 5

3.2 Product and Service Description
Our menu consists of juicy, thick steaks that are coated with a secret combination of flavorings
and zesty spices. These steaks are grilled to perfection. We offer mouth watering prime rib,
available "Fire Fountain Style", in four portion sizes. The menu also consists of butter-roasted
and seasoned chicken dishes, fresh grilled seafoods, imaginative salads, cold melon chowders,
a variety of huge burgers and grilled sandwiches, tender pork chops, soups, appetizers with
berry barbec ue sauces, refreshing fountain drinks, and flaming desserts.
From the bar patrons can order a wide range of American wines, as well as dozens of beers
including the most popular microbrews. The bar also offers festive martinis, margaritas,
specialty frozen drinks, and hundreds of coc ktails.
Page 6

3.2.1 Menu
Fire Fountain Grille Menu
We have a "late-night seating" 10:00 pm-1:00 am Friday and Saturday, with a disc ount on food
items printed in red...
Fire Fountain Specialties...These meals come with your choice of baked tater or sweet tater
or red beans n' rice or veggies or fries. Also, you get fresh baked rolls, butter, and a salad! All
steaks are seasoned USDA Prime Cuts! You can also order anything on this menu without
seasonings!
RIBEYE - Perhaps the tastiest of all steaks! Hand cut daily, choose from big (16 ounce) $16.95
or huge (22 ounces) $22.95!!
FIRE FOUNTAIN FILET - Tender 9 ounce filet, lightly seasoned and sizzle-grilled $14.95
METROPOLITAN STRIP STEAK - 14 ounce Strip steak, with Bay Shrimp and Citrus-Bearnaise
Sauce $17.95
NEW YORK STRIP - Classic Strip Cut, seasoned and grilled $13.95
TOP SIRLOIN - Prime delicate cut, seasoned and grilled to order. America's#1 steak! $11.95
PRIME RIB - Hand carved cuts, slow roasted, and served with au jus and whipped horseradish
sauce: 20 ounce - $19.95; 16 ounce - $16.95; 12 ounce - $13.95; 8 ounce - $10.95
Also, try our Fire Fountain Style of Prime Rib! Ask your server!
Seafood...
HONEY/CHILI GLAZED SALMON - Fire-Grilled Salmon, brushed with honey-chili glaze and topped
with blac k bean salsa $13.95
GRILLED SALMON - With your choice of side dish $12.95
JAMAICAN SNAPPER - Pan c harred, topped with a sweet coc onut-tomato glaze $11.95
ROASTED PRAWNS - 12 Grilled Jumbo Shrimp over rice $13.95
CHICKEN ASTORIA - Breast of chicken, topped with Bay Shrimp and asparagus spears, finished
with Citrus-Bearnaise sauce $11.95
FIRE-SMOKE CHICKEN - Robust, entirely dark meat, quarter of a chicken, smoke-roasted,
Page 7

served with Three Berry Barbec ue Sauce $12.95
CARAMEL FLAMED CHICKEN - Tender Chicken breast, buttered and basted with sweet caramel
glaze, then charred over an open flame $10.95
Burgers n such......they come with fries..

THE BACON SPECTACULAR - Broiled 1/3 pound burger with bacon, Cheddar cheese, lettuce, dill
pickle and tomato. $5.95
BURGER BURGER - Juicy pounder served on a toasted onion bun with pickle, onion, lettuce and
tomato $4.95... add cheese $.50
THE HIGHWAYMAN - Colossal. Char-broiled. One entire pound of juicy ground beef with
Canadian bac on, Swiss cheese, lettuce, grilled onions, barbec ue sauce and tomato on a giant
bun $7.95
SLOPPY JOE - Sweet n zesty, a mouth-watering favorite! $4.95
SHAVED PRIME RIB SANDWICH - With smoked bac on-horseradish sauce and smothered with
melted Monterey Jack cheese $4.95
BARBECUE-BEEF - Huge pile of beef, slathered with barbec ue sauce and melted Cheddar cheeseserved open-fac ed $4.95
CHICKEN RANCH SANDWICH - Golden deep-fried chicken, served on a kaiser roll with Ranch
sauce, lettuce and tomato $4.95
Appetizers...
GRILLED CHICKEN STRIPS - Served with Three Berry Barbec ue Sauce $4.95
GRILLED STEAK SKEWERS with Ginger Red Sauce $4.95
FIRE STICKS - Fried Pepper-Jack cheese with c ool Ranch Dip $3.95
CHILLED MELON CHOWDER - Bowl $2.95 Cup $1.95
BEER BATTERED SHRIMP with Pineapple Salsa $5.95
CHICKEN STRIPS with Honey-Dijon Sauce $4.95
From The Fountain...

Coffee $1.25, Decaf $1.25; Coke, Root Beer, 7-UP, Diet Coke, Iced Tea $1.50; Milk, Large
$1.50 Small $1.25;
Draft Beers...Pint $2.75, Glass $1.50; Microbrews...Pint $3.00, Glass $1.95
Page 8

Wines...House Glass $3.95, House Carafe $12.00. Please ask your server for a wine list.
Desserts...
Flaming Fruit Kebabs with ice cream $5.95; Cherries Jubilee $5.95; Key Lime Pie $3.95
Milk Shakes $2.95; Banana Split $5.25; Ice Cream Sundae $2.50; Carrot Cake $3.95
Completely Fat-Free Dessert: Chewy Brownies with Frozen Yogurt $2.95
JUST FOR KIDS...Yaaay!!

Kids meals come with fries..
Little Burger $3.95; Chicken Toes $3.95; Little Steak $5.95; Cheesaroni $2.95; Corny Dog $3.95;
Hot Doggy $3.95...kids soda pop is free!!!
Salads...
SMOKED CHICKEN SALAD - with c aramelized Hazel nuts and Ginger-Orange dressing $7.95
Grilled Sirloin Caesar $7.95; Grilled Chicken Caesar $7.95; Grilled Shrimp Caesar $7.95; Traditional
Caesar $2.95; Fresh Garden Salad $2.95; - with these dressing choices: Ranch, Bleu Cheese,
Catalina, Honey-Mustard, Low-Fat Italian
Chilled Melon Chowder - Bowl $2.95, Cup $1.95; Side of Fries $1.95; Sides of Red Beans 'n'
Rice or Baked Tater, Sweet Taters, Mashed Taters, or Veggies are $1.95; Grilled Onions $1.95;
Daily Soup -Bowl $2.95, Cup $1.95
Remember! We offer "to-go" food for those on the run!
Please visit our Website!
4.0 Market Analysis Summary

Electrumburg is a dynamic city loc ated in the rapidly growing Southeast part of the
Starburstville metropolitan area. The city is known for its excellent medical and educational
institutions, beautiful neighborhoods, easy ac cess to freeways and a diversified economic
base. From a residential perspective, Electrumburg features master-planned communities,
luxury executive homes, older residences in tree-lined neighborhoods and affordable starter
housing. A robust economy, attrac tive residential developments, exciting commercial and
business growth, dynamic neighborhoods and abundant civic pride combined with outstanding
city services - Electrumburg has all of the amenities nec essary for ensuring a quality lifestyle.
Electrumburg has been one of the fastest-growing cities in one of the fastest-growing
metropolitan areas in the United States over the past three dec ades. The city's population
grew 48 percent during the 1990s. Today, Electrumburg has a population of more than
225,000. Electrumburg is adjac ent to Starburstville (pop. 500,000), within the Valley with 1.6
million residents.
Page 9

The median age of "Electrumburgians" is 39 years, and more than 59 percent of its residents
are college- educated. Of the five largest cities in the Valley, Electrumburg has the most
homes with married couples (53 percent) and the largest percentage of households with
children under 18 years old living at home (32 percent). The demographics of Electrumburg's
workforce are almost identical to that of the region, providing an excellent labor pool for
businesses of all sizes. The fac t that Electrumburg is part of a vibrant metropolitan area makes it
a very attrac tive plac e to live and establish a business.
Page 10

4.1 Market Segmentation
Fire Fountain Grille, Unit One, is loc ated in Electrumburg. Ac cording to the Electrumburg Chamber
of Commerce and the US Census Bureau, the population within a five mile radius of this address
is nearly 125,000, with over 59,000 households, and over 400 businesses. Income within one mile
is over $81,000, $72,000 within three miles and $60,000 within five miles. Per capita retail
spending in this area exceeds $13,000, with total retail spending exceeding $2.8 billion!
The first tier target segment for Fire Fountain Grille concentrates on the 30-44 year old age
range, with income in the $40,000 - $80,000 range, loc ated within a five mile radius. Second tier
is the 45-59 year old range, with income in the $55,000 - $90,000 range, loc ated within a five
mile radius. Third tier is the 21-29 group, with income at $36,000 - $60,000, loc ated within a five
mile radius. Fourth tier is a combination of the age and income ranges mentioned in tiers 1-3, but
extends the geographic radius to seven miles. Fifth tier is age ranges 60+, within five miles, and
income of $65,000+. Sixth, and final tier is a composite of age ranges 60+, 10-20, and under 10,
with a radius of five - seven miles, and a mixture of incomes.
Page 11

Table: Market Analysis
Market Analysis
Year 1
Year 2
Year 3
Year 4
Year 5
Potential Customers
Ages 30-44 (within 5 mile
radius)
Growth
10%
48,000
52,800
58,080
63,888
70,277
CAGR
10.00%

radius)
radius)
Ages 60 + (within 5 mile
radius)
radius)
radius)
Total
9%
30,000
32,700
35,643
38,851
42,348
9.00%
9%
24,000
26,160
28,514
31,080
33,877
9.00%
7%
42,000
44,940
48,086
51,452
55,054
7.00%
5%
30,000
31,500
33,075
34,729
36,465
5.00%
2%
26,000
26,520
27,050
27,591
28,143
2.00%
7.41%
200,000
214,620
230,448
247,591
266,164
7.41%
Page 12

4.2 Target Market Segment Strategy
Strategically, targeting the 30-44 year old age range in upper middle class areas close to our
restaurant helps serve the needs and requirements of our customers, and ties in logically with
our marketing plan (see Marketing Plan) and style of restaurant. Typically, the upper middle class
in the 30-44 range are raising families whose children range from toddlers to teens, yet tend to
continue to have "disposable" dollars available for a quality diversion (such as Fire Fountain Grille)
to get them away from home and work. These customers have regimented sc hedules in their
lives, and find value in exceptional service, timely service, and mouth watering, delightful food. If
a couple chooses to leave the kids home, they'll find value in the form of satisfac tion and fun
together, in their diversionary time. If they bring the kids, they will appreciate a value based kids
menu. This first tier of our market segment, is also the primary foc us of our marketing plan
(see Marketing Plan), which has a deep commitment to foc using on kids, at their sc hools and in
their community. These kids are primarily the children of our 30-44 tier-one group. Industry
research (Nation's Restaurant News) has shown that the 30-44 age group appreciates
steaks, chops, chicken and seafood dishes prepared with lightly seasoned recipes, which is a
perfect fit for Fire Fountain Grille.
Our SECOND-TIER market group (45-59 / $55,000 - $ 80,000), will also find value in great
service, and delicious food, and will appreciate a restaurant with a much better wine list than
what is normally available in the upsc ale casual dining niche. Fire Fountain Grille will also be
considered a refreshing escape from restaurants that sing and clap for birthdays.
Our THIRD-TIER group, the 21-29 year olds will find that the menu contains many favorites
available to them that are considered essential: tantalizing appetizers, spicy steaks, and
hundreds of coc ktails and specialty beers. The Fire Fountain turns down the lights for late
hour business on the weekends, and offers jazz and food and beverage specials, offering our
customers a chance for some soc ializing and conversation.
FOURTH-TIER simply extends the market radius out to a five mile area, with the same
demographics included in tiers 1-3.
FIFTH-TIER (60+ / $65,000+), represents a market that has abundant disposable income, and
truly reveres attentive, efficient service. Fire Fountain Grille serves all of its meals with the
option of cooking with little or no spices. This customization is much more appreciated by this
group, who often prefer meals prepared to their own spec ifications. Because Fire Fountain
Grille has only one purpose in mind when it comes to our customers All Customers Must
Leave Happy, customizing a meal to our treasured customers will always be a pleasure!
The SIXTH-TIER group will benefit from all of the quality approaches that are marketed to the
previous five tiers, and will gain exposure to us primarily through our community involvement
and word-of-mouth.
4.2.1 Market Trends

The trends in the Starburstville Metro market rely heavily on visual appeal, and loc ations. Most
restaurants overlook targeting kids as a way to market to the parents. The Fire Fountain Grille
does not seek to market to kids to get them to eat at our restaurant, but rather as a way to get
their parents to eat there.
Page 13

4.2.2 Market Growth
Steak restaurants comprise less than 5% of the total restaurant market. Service oriented
steak houses have room to grow. Meat and potatoes is still what Americans want, and they
want it with good service.
4.2.3 Market Needs

The market suffers from a lac k of service oriented restaurants. The market needs a restaurant
that values the customer as its number one priority.
4.3 Service Business Analysis

All restaurants combined, from fast food to fine dining, show an average bottom line profit of 310%. Margins are much better in full service restaurants with good management, good staff,
good concepts, good menus and wine lists, good loc ation and good financial controls. A full
service steakhouse with all of these fac tors should show a bottom line profit of 13% - 25%.
4.3.1 Competition and Buying Patterns

The general nature of competition in this business, and how the customers seem to choose
one provider over another can be measured by customer loyalty and positive word of mouth.
Customer loyalty and brand preference come from developing a trust between the customer
and the business. To be successful in the hospitality business, one must truly believe in, and
always apply, the fundamental meaning of hospitality, which simply stated is, one must always
be hospitable, and the customer must truly be made to feel welcome and cared for. The trust
that a customer feels, is based upon the business' ability to recognize what it takes to please
a customer, and then is built upon by continuously delivering to that customer at, or above,
the level of expec tation that the customer expec ts. Fire Fountain Grille has carefully selected
a management team that has been spec ially trained in the high art of exceptional customer
service. The sc reening, hiring and training standards for front-of-the house staff are the
highest in the industry.
The level of attention and care that our staff bestows upon our customers sets us far above our
competition. Fire Fountain Grille also has extremely high standards for professionalism in the
kitchen. Cleanliness, freshness of ingredients, adherence to recipe and cooking standards, and
efficiency are constantly applied. Prices are reasonable, and are perceived as being an
exceptional value. Fire Fountain Grille offers extremely delicious steaks, tantalizing chicken
dishes, savory grilled seafoods, tender prime rib, fresh salads, sensational appetizers, tempting
desserts and refreshing beverages. All of this can be found in an environment with an ambience
that is unusual, and very comfortable. Our signature "Fire Fountain" fills the restaurant with an
exciting glow, and the soothing sounds of falling water. The seating is almost all private
booths, creating an atmosphere of relaxation and comfort.
The Fire Fountain Grille is conveniently loc ated on a highly visible ingress near a successful
mall. The restaurant has a huge, secure parking lot, excellent ingress and egress, and a beautiful
and highly noticeable exterior. This area has other restaurants, which is a definite plus for us.
This allows us to capitalize on a positive "clustering" effect, and works well with our marketing
Page 14

strategy.
4.3.2 Main Competitors

Competition comes from major chains and from various independents.
4.3.3 Business Participants

The general category is eating and drinking plac es. Typically, this can be broken down as
follows:
1.
2.
3.
4.
5.
6.
7.
8.
Fine dining (white tablecloths, expensive wines).

Private Clubs and Country Clubs
Upsc ale
Upsc ale casual (good prices, fun)
Boiler plate casual
Neighborhood plac es
Breakfast/lunch/dinner chains
Fast Food
The Fire Fountain Grille will participate in the upsc ale casual category.
5.0 Strategy and Implementation Summary

Emphasize service
We will differentiate ourselves with SERVICE! We will establish our business offering as a clear
and viable alternative for our target market, from the sc ores of "rubber chicken", frozen food,
and "Happy Birthday singing" restaurant chains.
Build a relationship-oriented business
Build long-term relationships with c ustomers, not single-visit deals. Become their restaurant
and destination of choice. Make them understand the value of the relationship.
Focus on target markets
We need to foc us our offerings on specific population groups as the key market segment we
should own. We do not want to compete for the buyers who go to fast food or "microwave
frozen foods" types of "restaurants. We definitely want to be able to sell to smart, quality
consc ious customers.
5.1 Competitive Edge

Clearly, our competitive edge is the customer service experience and approach that our
management team will bring to the table. Our smiling, unassuming and good natured approach
to all of our customers is evident, and highly appreciated. Our recipes are delicious, and the
portions are large. The foods are fresh and satisfying, and the drinks are fulfilling and refreshing.
Page 15

5.2 Marketing Strategy
An overview of the marketing plan includes:
Kids Tours Gift Certificate Program In-store comp cards
Direct mail Free surprise dinners for radio station DJ's.
Charity events for senior citizens, high sc hools, grade schools, churches and community
centers.
Trade shows Vintner and Chef Dinners
Eye-catching exterior and interior neons, fountains and torches.
High profile interac tion between our managers, and the customers.
Excellent service and high food quality every single day in the restaurant.
5.2.1 Positioning Statement

The Fire Fountain Grille. Sizzling, Refreshing, Exciting! For A Dinner To Remember...
5.2.2 Pricing Strategy

Prices are fit to attrac t the consumer who prefers a quality steak for a reasonable price. The
prices are above those of operators such as Sizzler, El Paso BBQ and Blac k Angus, are
below Ruth's Chris and Morton's.
5.2.3 Promotion Strategy

The Fire Fountain Grille uses a mix of various promotions and media to spread news about
ourselves. This includes:
1.
2.
3.
4.
5.
6.
7.
8.
Direct mail, generated from in-store "Event Cards" and customer's business cards. Event
cards are forms that the customers fill out so as to receive notices of our upcoming
events.
Young people's tours, to generate enthusiasm among the kids in our area, who in turn
spread it to their folks.
Eye-catching exterior neons and torches.
In-store comp cards for appetizers and desserts.
Free surprise dinners for radio station DJ's.
Charity events for senior citizens, high schools, grade sc hools, churches and community
centers.
Trade shows, to promote private dining, banquets and catering.
"Vintner and Chef Dinners" bringing together the wine making and culinary fields at
Page 16

9.
10.
showcase events, to be held at the Fire Fountain Grille.

High profile interac tion between our managers, and the customers.
Excellent service and high food quality every single day in the restaurant.
5.2.4 Marketing Programs

Children's tours will be an ongoing program that has proven to work over and over again. The
kids are brought to the restaurant by teac hers or parents, in groups of no more than 25, and are
greeted at the door by our manager. They all go inside and are seated near the Fire Fountain
where they are told a cool short story. They then are taken on a tour of the store and kitchen
and get to go inside of a giant refrigerator, and see some cool cooks doing their thing. Then
everyone is seated for a free lunch of "Chicken Toes" or "Hot Doggies" and soda pop. Everybody
talks a little about restaurants and other neat stuff. When its time to say goodbye, we take
pictures and everybody gets an appetizer or dessert card, and some promotional menus. When
the kids come bac k with their parents, we address the kids by their first names and treat them
special.
5.3 Sales Strategy

We require our servers to have a thorough and comprehensive understanding of the menus,
ingredients and methods of preparation of all of our foods and beverages. We train our staff to
always describe and recommend items, even to regular customers, and to always upsell. The key
to a server's success in upselling is the realization that it almost always brings in better tips
bec ause the chec ks are higher.
GIFT CERTIFICATES
The Fire Fountain Grille will aggressively sell gift certificates. The strategy behind gift
certificate sales is simple and proven. Most GC sales oc cur during the holidays. Most GC's are
then redeemed in the post holiday months of January and February, helping drive sales in those
traditionally slower months.
5.3.1 Sales Forecast

The first month sales will open strongly, bec ause of the advance buzz created by our preopening marketing, and our Grand Opening Festivities. Sales will drop off slightly as we begin to
sort out our operational patterns. September is a slower month for restaurants. October and
November see sales begin to build as we continue with our marketing, and relentless quality.
December sees a sharp spike upward as the Holidays are in full swing. A typical week for the first
six months will look like this (conservative estimate):
Sun.
Mon.
Tues.
Wed.
Thurs.
Fri.
Sat.
Total Sales
$8,500
$4,000
$4,000
$5,500
$7,000
$9,500
$11,500
$50,000
Years 2005 - 2008 will see an 8% annual increase. Costs will be higher during the startup months.
Page 17

Table: Sales Forecast
Sales Forecast
Sales
Food
Beverage
Liquor
Beer
Wine
Total Sales
Direct Cost of Sales
Food
Beverage
Liquor
Beer
Wine
Subtotal Direct Cost of Sales
Year 1
Year 2
Year 3
Year 4
Year 5
$1,058,353
$43,588
$59,890
$83,801
$52,325
$1,297,957
$1,935,200
$70,800
$106,200
$153,400
$94,400
$2,360,000
$2,090,016
$76,464
$114,696
$165,672
$101,952
$2,548,800
$2,257,217
$82,581
$123,871
$178,925
$110,108
$2,752,702
$2,437,794
$89,187
$133,781
$193,239
$118,916
$2,972,917
Year 1
$359,706
$2,955
$7,949
$15,716
$10,795
$397,121
Year 2
$657,968
$5,664
$16,057
$32,214
$20,768
$732,671
Year 3
$710,605
$6,117
$16,048
$34,791
$22,429
$789,990
Year 4
$767,453
$6,606
$17,342
$37,574
$24,223
$853,198
Year 5
$828,850
$7,135
$18,729
$40,580
$26,161
$921,455
Page 18
5.4 Strategic Alliances

The Fire Fountain Grille will align with hotels, movie theatres, live theatres, cab companies, banks
and retail stores in an informational broc hure exchange. Each business will have a chance to
promote the other businesses at their plac e of business. Additionally, our respec tive
businesses will barter with eac h other, using gift certificates and comps.
5.5 Milestones
The milestone table is set up as a flow-chart. We opted to exclude budgeted dollars in the
milestone category bec ause we detailed these dollars in the start-up table. The milestone
table is spec ific in detail, allowing for the smooth flow of functions that are nec essary to set
up the restaurant on sc hedule for the Grand Opening. Each function is timed to coincide with the
proper execution and time needed to complete eac h task. Each Managing Partner has specific
duties assigned spec ifically to his area of expertise. The end of the milestone table also shows
the beginning of the 2004 marketing plan.
Page 19

Table: Milestones
Milestones
Milestone
Office/Computer Supplies
Install Accounting Programs
Set Up Utility Accounts
Finan./Legal/Ins. Accounts
Expedite Liquor License
Order POS System
Begin Screening/Hiring
Order Kitchen Equipment
Order Dining Room Equip
Order Fountain & Decos
Computerize Food Accts.
All Other Vendor Accounts
Produce Brochures
Brochures To Printers
Order Smallwares
Invites To Opening Events
Start Date
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/1/2004
4/2/2004
4/2/2004
End Date
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/5/2004
4/7/2004
4/7/2004
4/7/2004
4/7/2004
4/7/2004
4/7/2004
4/7/2004
Budget
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
4/2/2004
4/2/2004
4/2/2004
4/2/2004
4/8/2004
4/8/2004
4/10/2004
4/10/2004
4/10/2004
4/10/2004
4/10/2004
4/10/2004
$0
$0
$0
$0
$0
$0
MP
MP
MP
MP
MP
MP
1
4
1
2
2
2
Finance/Ops.
Personnel
Finance/Ops.
Start-up
Start-up
Beverages
Rec/Install Kitch Equipment

Install Dining Furn
Install Fountain/Decos
Install Signs & Neons
Train POS System
Final Test Of All Equipment
4/8/2004
4/8/2004
4/8/2004
4/8/2004
4/8/2004
4/15/2004
4/16/2004
4/16/2004
4/16/2004
4/16/2004
4/16/2004
4/16/2004
$0
$0
$0
$0
$0
$0
MP
MP
MP
MP
MP
MP
3
2
4
2
1
1
Kitchen
Start-up
Start-up
Start-up
Finance/Ops.
Finance/Ops.
Order Dry Goods

Building & Fire Inspect
Receive Smallwares
4/15/2004
4/15/2004
4/15/2004
4/18/2004
4/18/2004
4/18/2004
$0
$0
$0
MP 3
MP 2
MP 3
Kitchen
Start-up
Kitchen
Health Dept. Inspection

Receive Dry Goods
2nd Hiring Goals
Place 1st PFG (food) Order
Place 1st Alcohol Orders
Begin Training FOH Staff
4/15/2004
4/15/2004
4/15/2004
4/21/2004
4/21/2004
5/1/2004
4/15/2004
4/15/2004
4/15/2004
4/21/2004
4/21/2004
5/15/2004
$0
$0
$0
$0
$0
$0
MP
MP
MP
MP
MP
MP
3
3
4
3
2
4
Kitchen
Kitchen
Personnel
Kitchen
Beverages
Personnel
5/1/2004
5/1/2004
5/1/2004
5/15/2004
5/15/2004
5/1/2004
$0
$0
$0
MP 2
MP 3
MP 3
Beverages
Kitchen
Kitchen
Receive 1st PFG Shipment

Produce/Dairy/Bread Delivery
Achieve Final Hiring Goals
Test Night For Staff
Associates Night
Fundraiser For Senior Center
5/15/2004
5/15/2004
5/15/2004
5/29/2004
5/30/2004
5/31/2004
5/15/2004
5/15/2004
5/15/2004
5/29/2004
5/30/2004
5/31/2004
$0
$0
$0
$0
$0
$0
MP
MP
MP
MP
MP
MP
3
3
4
2
4
1
Kitchen
Kitchen
Personnel
Beverages
Marketing
Finance/Ops.
Grand Opening
Staff Party
Kids Tour
6/1/2004
6/10/2004
6/11/2004
6/1/2004
6/10/2004
6/11/2004
$0
$0
$0
MP 4
MP 2
MP 4
Sales
Marketing
Marketing
Kids Tour
Free Lunch Chamb Comm
Kids Tour
1st Rotary Lunch
6/25/2004
7/1/2004
7/16/2004
7/26/2004
6/25/2004
7/1/2004
7/16/2004
7/26/2004
$0
$0
$0
$0
MP
MP
MP
MP
Dates Final Inspections

First Hiring Goals Attained
Signs/Exterior Neons
Hire Tradesmen
Purchase Catering Vehicle
Alcohol Accounts
Begin Training Bar Staff

Begin Training Kitchen Staff
1st Produ/Dairy/Bread
Manager
MP 1
MP 1
MP 1
MP 1
MP 1
MP 1
MP 4
MP 1
MP 1
MP 1
MP 3
MP 3
MP 4
MP 4
MP 3
MP 4
4
1
4
1
Department
Finance/Ops.
Finance/Ops.
Finance/Ops.
Finance/Ops.
Finance/Ops.
Finance/Ops.
Personnel
Kitchen
Finance/Ops.
Finance/Ops.
Kitchen
Kitchen
Marketing
Marketing
Kithcne
Marketing
Marketing
Finance/Ops.
Marketing
Finance/Ops.
Page 20

Kids Tour
Totals
7/29/2004
7/29/2004
$0
MP 4
Marketing
$0
6.0 Web Plan Summary

Our website, is an opportunity to offer current information on spec ial events, menu offerings,
public service announcements and comp specials.
6.1 Website Marketing Strategy

Our website will be promoted on all of our menus, and promo pieces. We will link to CitySearch.
com and many other hospitality oriented websites and portals.
6.2 Development Requirements

The Fire Fountain Grille website will be initially developed with few technical resources. VeriSign
will host the site and provide the technical bac k end. We will maintain a simple, classy, yet
Internet foc used site. The website logos, and graphics will be the same artwork found on our
hard-copy menus, and in various spots in the business plan. Our managers will maintain the
website. As the website rolls out future development such as restaurant delivery options,
newsletters and downloadable market research reports, a technical resource may need to be
contrac ted to build the trac kable download and the newsletter capabilities. We will also look into
pre-pac kaged solutions through VeriSign and other Web hosting resources.
7.0 Management Summary

We will open with a team of four manager/owners, one bookkeeper, and fifty-three staff
members. Each member of the management team has specific industry experience that will
apply to their assignment. Each Vice Managing Partner will also cross train for one year in
preparation for their promotions to their own Fire Fountain Grille units. This is an extremely
experienced and well balanced team. There are no gaps in its structure.
Page 21

7.1 Personnel Plan
The personnel table (labor pro-forma) shows the number, and structure of the "bac k-of-thehouse" (BOH), "front-of-the-house" (FOH), and management staffs. June 2004 has a higher
labor cost, as is usual in a restaurant start-up. Labor costs come down as the operation begins
to flow more smoothly. The service staff is large, and is nec essary to provide the level of service
that the Fire Fountain Grille needs to set it apart from the competition.
Page 22

Table: Personnel
Personnel Plan
Year 1
Production Personnel
Assistant Chef
Year 2
Year 3
Year 4
Year 5
$1,750
$3,000
$3,036
$3,121
$3,184
Lead Cook/Grill
Grill Two
Broiler Cook One
Broiler Cook Two
Fry Cook One
Fry Cook Two
$10,340
$4,180
$10,240
$4,180
$8,600
$4,300
$17,725
$7,165
$17,554
$7,165
$14,742
$7,371
$18,079
$7,308
$17,905
$7,308
$15,037
$7,518
$18,441
$7,454
$18,263
$7,454
$15,338
$7,668
$18,809
$7,603
$18,628
$8,050
$15,644
$7,822
Wheel Man One

Wheel Man Two
Salad Cook One
Salad Cook Two
Prep Cook One
Prep Cook Two
Prep Cook Three
Dish One
Dish Two
Subtotal
$4,300
$2,780
$8,600
$4,300
$8,260
$8,260
$8,260
$7,440
$4,350
$100,140
$7,371
$4,765
$14,742
$7,371
$14,160
$14,160
$14,160
$12,754
$7,371
$171,576
$7,518
$4,860
$15,037
$7,518
$14,443
$14,443
$14,443
$13,009
$7,518
$174,980
$7,668
$4,957
$15,338
$7,668
$14,732
$14,732
$14,732
$13,269
$7,668
$178,503
$7,822
$5,056
$15,644
$7,822
$15,026
$15,026
$15,026
$13,534
$7,882
$182,578
$1,980
$3,380
$27,264
$13,632
$15,940
$5,120
$3,360
$5,760
$46,000
$23,004
$26,880
$8,640
$3,427
$5,875
$46,000
$23,004
$26,880
$8,640
$3,495
$5,992
$46,000
$23,004
$26,880
$8,640
$3,564
$6,111
$46,000
$23,004
$26,880
$8,640
$2,560
$2,500
$3,500
$4,320
$4,200
$6,000
$4,320
$4,200
$6,000
$4,320
$4,200
$6,000
$4,320
$4,200
$0
Subtotal
$75,876
$128,164
$128,346
$128,531
$122,719
General and Administrative Personnel

Managing Partner 1
Managing Partner 2
Managing Partner 3
$17,500
$17,500
$17,500
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
$30,000
Managing Partner 4
Bookkeeper
Subtotal
$17,500
$11,200
$81,200
$30,000
$19,200
$139,200
$30,000
$20,160
$140,160
$30,000
$21,168
$141,168
$30,000
$22,226
$142,226
Other Personnel
Event by Event Basis TBD
$0
$0
$0
$0
$0

Subtotal
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Total People
Total Payroll
$257,216
$438,940
$443,486
$448,202
$447,523
Sales and Marketing Personnel

One (1) Floor Supervisor
One (1) Window Expediter
Ten (10) Full-time Servers
Ten (10) Part-time Servers
Four (4) Full-time Bartenders
Two (2) Full-time Hostesses
Three (3) Part-time Hostesses
Four (4) Bussers
Food Runner
Page 23

8.0 Financial Plan
Our main c oncerns will be aggressive time management, so that our labor costs stay under
control, and proper purchasing, prep and food handling to keep food costs down, as well as
managing the higher costs of meats and seafoods. Secondarily, hiring the best grill and broiler
cooks, training them properly and retaining them will be a critical component to good meat and
seafood costs. A good grill cook does not waste steaks by burning them, nor does he anger
customers by undercooking them. He must also be ac curate time after time in how he carves
his prime rib.
Growth will be sustained through a contribution to an expansion fund, and potential investment
from current investors in a "roll-over" plan, and from potential future investors or bank capital.
8.1 Start-up Funding

We are seeking $900,000 (see section 2.2 "Start-up Summary"), and will seek it from one, two,
or three investment groups, or under an SEC "Regulation D" equity offering (where the
company sells partial ownership in the company - via the sale of stoc k or a membership unit, to
raise capital). We prefer this approach as an early stage company bec ause there is no set
repayment schedule or debt service payments - the investors profit when the company profits.
Initially, the company is projected as a Limited Partnership, but may switch the preferred
structure to a stoc k "C" Corporation or Limited Liability Corporation "LLC". The preparation of
the investment documents will be handled in a cooperative effort by the legal firms
representing eac h party individually. These documents will include, but are not limited to:
Private Placement Memorandum
The Private Plac ement Memorandum, or "PPM", is the doc ument that disc loses all pertinent
information to the investors about the company, proposed company operations, the
transaction structure (whether we are selling equity ownership or raising debt financing from
the investors), the terms of the investment (share price, note amounts, maturity dates, etc.),
risks the investors may fac e, etc.
Form D SEC Filing
It notifies the SEC that we are using the Regulation D program and provides them basic
information on the company and the offering. It is not an approval document or registration - it
is merely a filing that notifies the SEC that we have a Regulation D Offering in plac e. Raising
capital from investors without filing this document with the Federal government could plac e a
company in violation of securities laws.
Subscription Agreement
The Subsc ription Agreement sets forth the terms and conditions of the investment. It is the
"sales contrac t" for purchasing the securities.
Promissory Note
For a debt offering (if nec essary), outlining the terms of any loan arrangement with the
Page 24

investors. The note is the ac tual "loan document" between the company and the investor.
Table: Start-up Funding

Start-up Funding
Start-up Expenses to Fund
Start-up Assets to Fund
Total Funding Required
$324,500
$645,500
$970,000
Assets
Non-cash Assets from Start-up
Cash Requirements from Start-up
Additional Cash Raised
Cash Balance on Starting Date
Total Assets
$65,000
$580,500
$0
$580,500
$645,500
Liabilities and Capital

Liabilities
Current Borrowing
Long-term Liabilities
Accounts Payable (Outstanding Bills)
Other Current Liabilities (interest-free)
Total Liabilities
$0
$50,000
$10,000
$10,000
$70,000
Capital
Planned Investment
Investor Group One
Investor Group Two
Investor Group Three
$300,000
$300,000
$300,000
Investor Contingency
Additional Investment Requirement
Total Planned Investment
$0
$0
$900,000
Loss at Start-up (Start-up Expenses)

Total Capital
($324,500)
$575,500
Total Capital and Liabilities
$645,500
Total Funding
$970,000
Page 25

8.2 Break-even Analysis
Break-even based on fixed costs including rent, insurance, maintenance, investor note, and
pre-opening amortization. Additionally, controllables such as service labor, kitchen labor,
management labor, payroll taxes, property taxes, excess rent, advertising and legal/
professional fees are included.
Table: Break-even Analysis

Break-even Analysis
Monthly Revenue Break-even
$64,679
Assumptions:
Average Percent Variable Cost
Estimated Monthly Fixed Cost
31%
$44,890
8.3 Projected Profit and Loss

2004 is not a full year on the yearly P&L. Highlights include a bottom line of better than 18%
for every year. The numbers reflect realism in the start up and continuing operations of the
restaurant. We begin c ontributing aggressively to an expansion fund in 2005. We begin
ac cruing for vac ations immediately, and we are budgeting money from the insurance line for
health benefits, all as an early commitment to the future prosperity of our staff. These
numbers are an excellent indication that our investors, owners, partners and staff will all
Page 26

prosper and grow with the Fire Fountain Grille!
Page 27

Table: Profit and Loss
Pro Forma Profit and Loss
Year 1
$1,297,957
$397,121
$100,140
$0
$497,261
Year 2
$2,360,000
$732,671
$171,576
$0
$904,247
Year 3
$2,548,800
$789,990
$174,980
$0
$964,970
Year 4
$2,752,702
$853,198
$178,503
$0
$1,031,701
Year 5
$2,972,917
$921,455
$182,578
$0
$1,104,033
$800,696
61.69%
$1,455,753
61.68%
$1,583,830
62.14%
$1,721,001
62.52%
$1,868,884
62.86%
Sales and Marketing Expenses

Sales and Marketing Payroll
Operating Supplies
Janitorial
Repairs
Aprons, Towels & Napkins
$75,876
$12,940
$10,500
$1,750
$7,000
$128,164
$23,600
$18,000
$3,000
$12,000
$128,346
$27,840
$18,000
$6,000
$12,000
$128,531
$32,860
$18,000
$6,000
$12,000
$122,719
$38,770
$18,000
$9,000
$12,000
Menus
Miscellaneous Supplies
Miscellaneous Purchases
Complimentary Meals or Drinks For PR
Advertising/Promotion
Credit Card Charges
$1,050
$1,750
$51,500
$5,250
$3,000
$10,760
$1,800
$3,000
$3,000
$9,000
$6,000
$23,600
$1,800
$3,000
$3,000
$9,000
$6,000
$27,840
$1,800
$3,000
$3,000
$9,000
$6,000
$32,680
$1,800
$3,000
$3,000
$9,000
$6,000
$38,775
$1,050
$1,000
$525
$600
$0
$3,500
$1,800
$3,000
$900
$1,800
$3,000
$6,000
$1,800
$3,000
$900
$1,800
$3,000
$6,000
$1,800
$3,000
$900
$1,800
$6,000
$6,000
$1,800
$3,000
$900
$1,800
$6,000
$6,000
$188,051
14.49%
$247,664
10.49%
$259,326
10.17%
$272,371
9.89%
$281,564
9.47%
General and Administrative Expenses

General and Administrative Payroll
Sales and Marketing and Other Expenses
Depreciation
Leased Equipment
Utilities
$81,200
$0
$13,500
$1,050
$58,000
$139,200
$0
$24,000
$1,800
$99,000
$140,160
$0
$24,000
$1,800
$105,000
$141,168
$0
$24,000
$1,800
$108,000
$142,226
$0
$24,000
$1,800
$111,000
Amortization
Debt Service
Insurance
$35,000
$25,000
$21,000
$60,000
$75,000
$36,000
$60,000
$150,000
$38,000
$60,000
$175,000
$40,000
$60,000
$175,000
$42,000
Excess Insurance
Property Taxes
Excess Taxes
Vacation Accrual
Base Rent
Percentage Rent
$3,500
$10,500
$3,500
$2,450
$42,000
$12,958
$6,000
$18,000
$6,000
$4,200
$72,000
$23,600
$6,500
$19,000
$6,200
$4,300
$72,000
$27,848
$7,000
$20,000
$6,300
$4,500
$72,000
$32,860
$7,500
$21,000
$6,400
$4,700
$72,000
$38,775
CAM Rent
Payroll Taxes
Other General and Administrative
Expenses
Total General and Administrative
Expenses
General and Administrative %
$5,250
$25,722
$0
$9,000
$43,894
$0
$9,500
$44,349
$0
$10,000
$44,820
$0
$10,500
$44,752
$0
$340,630
$617,694
$708,657
$747,448
$761,653
26.24%
26.17%
27.80%
27.15%
25.62%
Sales
Production Payroll
Other Costs of Goods
Total Cost of Sales
Gross Margin
Gross Margin %
Operating Expenses
Fraud Credit Cards/Checks

Professional Fees
Membership Fees
Uniforms
Travel
Employee Discounts
Total Sales and Marketing Expenses
Sales and Marketing %
Page 28

Other Expenses:
Other Payroll
Consultants
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$10,000
$10,000
0.77%
$50,000
$50,000
2.12%
$40,000
$40,000
1.57%
$75,000
$75,000
2.72%
$125,000
$125,000
4.20%
Total Operating Expenses
$538,681
$915,358
$1,007,983
$1,094,819
$1,168,217
Profit Before Interest and Taxes

EBITDA
Interest Expense
Taxes Incurred
$262,015
$275,515
$4,928
$38,510
$540,395
$564,395
$3,916
$80,472
$575,847
$599,847
$2,860
$93,110
$626,182
$650,182
$1,804
$93,657
$700,667
$724,667
$748
$113,737
Net Profit
Net Profit/Sales
$218,577
16.84%
$456,007
19.32%
$479,877
18.83%
$530,721
19.28%
$586,182
19.72%
Expansion Fund
Total Other Expenses
Other %
Page 29
Page 30

8.4 Projected Cash Flow
The cash flow depends on assumptions for good daily operational management, good traffic
counts in the restaurant, inventory turnover, payment days, and ac counts receivable
management. We will need no new financing until we open our second unit.
Initial projections are a sales-to-investment ratio in excess of 2-to-1, return on investment in
excess of 30 percent and return on equity of 20 percent-plus.
Table: Cash Flow

Pro Forma Cash Flow
Year 1
Year 2
Year 3
Year 4
Year 5
$1,297,957
$1,297,957
$2,360,000
$2,360,000
$2,548,800
$2,548,800
$2,752,702
$2,752,702
$2,972,917
$2,972,917
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,297,957
$0
$0
$0
$2,360,000
$0
$0
$0
$2,548,800
$0
$0
$0
$2,752,702
$0
$0
$0
$2,972,917
Year 1
Year 2
Year 3
Year 4
Year 5
$257,216
$738,769
$995,985
$438,940
$1,521,269
$1,960,209
$443,486
$1,551,338
$1,994,824
$448,202
$1,739,681
$2,187,883
$447,523
$1,908,341
$2,355,864
Additional Cash Spent

Sales Tax, VAT, HST/GST Paid Out
Principal Repayment of Current Borrowing
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Other Liabilities Principal Repayment

Long-term Liabilities Principal Repayment
Purchase Other Current Assets
Purchase Long-term Assets
Dividends
Subtotal Cash Spent
$0
$9,600
$0
$0
$0
$1,005,585
$0
$9,600
$0
$0
$0
$1,969,809
$0
$9,600
$0
$0
$0
$2,004,424
$0
$9,600
$0
$0
$0
$2,197,483
$0
$9,600
$0
$0
$0
$2,365,464
$292,372
$872,872
$390,191
$1,263,063
$544,376
$1,807,438
$555,219
$2,362,657
$607,453
$2,970,110
Cash Received
Cash from Operations
Cash Sales
Subtotal Cash from Operations
Additional Cash Received
Sales Tax, VAT, HST/GST Received
New Current Borrowing
New Other Liabilities (interest-free)
New Long-term Liabilities
Sales of Other Current Assets
Sales of Long-term Assets
New Investment Received
Subtotal Cash Received
Expenditures
Expenditures from Operations
Cash Spending
Bill Payments
Subtotal Spent on Operations
Net Cash Flow

Cash Balance
Page 31
Page 32

8.5 Projected Balance Sheet
The balance sheet is quite solid. We do not project any real trouble meeting our debt
obligations--as long as we can ac hieve our specific objectives.
Table: Balance Sheet

Pro Forma Balance Sheet
Year 1
Year 2
Year 3
Year 4
Year 5
Current Assets
Cash
Inventory
Total Current Assets
$872,872
$61,302
$0
$934,174
$1,263,063
$123,910
$0
$1,386,973
$1,807,438
$78,081
$0
$1,885,519
$2,362,657
$84,467
$0
$2,447,125
$2,970,110
$91,224
$0
$3,061,334
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
$65,000
$13,500
$51,500
$985,674
$65,000
$37,500
$27,500
$1,414,473
$65,000
$61,500
$3,500
$1,889,019
$65,000
$85,500
($20,500)
$2,426,625
$65,000
$109,500
($44,500)
$3,016,834
Year 1
Year 2
Year 3
Year 4
Year 5
Current Liabilities
Accounts Payable
Current Borrowing
Other Current Liabilities
$141,197
$0
$10,000
$123,589
$0
$10,000
$127,858
$0
$10,000
$144,342
$0
$10,000
$157,970
$0
$10,000
Subtotal Current Liabilities
$151,197
$133,589
$137,858
$154,342
$167,970
Total Liabilities
$40,400
$191,597
$30,800
$164,389
$21,200
$159,058
$11,600
$165,942
$2,000
$169,970
Assets
Paid-in Capital
$900,000
$900,000
$900,000
$900,000
$900,000
($324,500)
$218,577
$794,077
($105,923)
$456,007
$1,250,084
$350,084
$479,877
$1,729,961
$829,961
$530,721
$2,260,682
$1,360,682
$586,182
$2,846,864
Total Liabilities and Capital
$985,674
$1,414,473
$1,889,019
$2,426,625
$3,016,834
Net Worth
$794,077
$1,250,084
$1,729,961
$2,260,682
$2,846,864
Retained Earnings
Earnings
Total Capital
Page 33

8.6 Business Ratios
The table follows with our main business ratios. We do intend to improve gross margin, collection
days, sales and labor controls. Our ratios are compared to industry ratios for Steak
Restaurants - SIC code 5812.0802.
Page 34

Table: Ratios
Ratio Analysis
Sales Growth
Percent of Total Assets
Inventory
Long-term Assets
Total Assets
Current Liabilities
Total Liabilities
Net Worth
Percent of Sales
Sales
Gross Margin
Selling, General & Administrative Expenses
Advertising Expenses
Main Ratios
Current
Quick
Total Debt to Total Assets
Pre-tax Return on Net Worth
Pre-tax Return on Assets
Year 1
n.a.
Year 2
81.82%
Year 3
8.00%
Year 4
8.00%
Year 5 Industry Profile

8.00%
6.96%
6.22%
0.00%
94.78%
5.22%
100.00%
8.76%
0.00%
98.06%
1.94%
100.00%
4.13%
0.00%
99.81%
0.19%
100.00%
3.48%
0.00%
100.84%
-0.84%
100.00%
3.02%
0.00%
101.48%
-1.48%
100.00%
3.90%
28.39%
37.68%
62.32%
100.00%
15.34%
4.10%
19.44%
80.56%
9.44%
2.18%
11.62%
88.38%
7.30%
1.12%
8.42%
91.58%
6.36%
0.48%
6.84%
93.16%
5.57%
0.07%
5.63%
94.37%
19.17%
29.21%
48.38%
51.62%
100.00%
61.69%
100.00%
61.68%
100.00%
62.14%
100.00%
62.52%
100.00%
62.86%
100.00%
59.31%
44.89%
1.00%
20.19%
42.42%
1.00%
22.90%
43.12%
1.09%
22.59%
43.35%
1.19%
22.75%
42.99%
1.30%
23.57%
39.09%
2.75%
1.59%
6.18
10.38
13.68
15.86
18.23
1.26
5.77
19.44%
32.38%
26.08%
9.45
11.62%
42.92%
37.93%
13.11
8.42%
33.12%
30.33%
15.31
6.84%
27.62%
25.73%
17.68
5.63%
24.59%
23.20%
0.87
3.27%
54.38%
7.17%
Additional Ratios
Year 1
Year 2
Year 3
Year 4
Year 5
Net Profit Margin

Return on Equity
16.84%
27.53%
19.32%
36.48%
18.83%
27.74%
19.28%
23.48%
19.72%
20.59%
n.a
n.a
10.91
6.16
27
1.32
7.91
12.17
32
1.67
7.82
12.17
29
1.35
10.50
12.17
28
1.13
10.49
12.17
29
0.99
n.a
n.a
n.a
n.a
0.24
0.79
0.13
0.81
0.09
0.87
0.07
0.93
0.06
0.99
n.a
n.a
$782,977
53.17
$1,253,384
138.00
$1,747,661
201.35
$2,292,782
347.11
$2,893,364
936.72
n.a
n.a
0.76
15%
5.77
1.63
0.00
0.60
9%
9.45
1.89
0.00
0.74
7%
13.11
1.47
0.00
0.88
6%
15.31
1.22
0.00
1.01
6%
17.68
1.04
0.00
n.a
n.a
n.a
n.a
n.a
Activity Ratios
Inventory Turnover
Accounts Payable Turnover
Payment Days
Total Asset Turnover
Debt Ratios
Debt to Net Worth
Current Liab. to Liab.
Liquidity Ratios
Net Working Capital
Interest Coverage
Additional Ratios
Assets to Sales
Current Debt/Total Assets
Acid Test
Sales/Net Worth
Dividend Payout
Page 35

8.7 Long-term Plan
Our long term plan is to continue to maintain a cash flow of 19-20% while increasing sales
annually, thereby increasing ac tual dollars earned by our investors, principals and staff.
Page 36
Appendix
Table: Sales Forecast
Sales Forecast
Sales
Food
Beverage
Liquor
Beer
Wine
Total Sales
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
0%
$0
$0
$0
$0
$0
$163,188
$144,048
$154,627
$135,464
$138,591
$138,591
$183,844
0%
0%
0%
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$7,582
$9,127
$12,677
$6,903
$7,911
$11,646
$7,155
$8,439
$12,517
$4,956
$7,764
$10,308
$5,133
$7,955
$11,018
$5,133
$7,955
$11,018
$6,726
$10,739
$14,617
0%
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$8,024
$200,598
$6,460
$176,968
$6,060
$188,798
$6,707
$165,199
$8,401
$171,098
$8,401
$171,098
$8,272
$224,198
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Food
Beverage
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$59,500
$514
$52,500
$468
$56,000
$485
$47,600
$336
$47,850
$348
$46,400
$348
$49,856
$456
Liquor
Beer
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,315
$2,471
$1,139
$2,270
$1,215
$2,439
$1,052
$1,921
$1,011
$2,054
$943
$1,960
$1,274
$2,601
Wine
Subtotal Direct Cost of Sales
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,566
$65,366
$1,478
$57,855
$1,386
$61,525
$1,477
$52,386
$1,780
$53,043
$1,566
$51,217
$1,542
$55,729
Page 1
Appendix
Table: Personnel
Personnel Plan
Month 1
Month 2
Month 3
Month 4
Month 5
Production Personnel
Assistant Chef
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
$0
$0
$0
$0
$0
$300
$240
$240
$240
$240
$240
$250
Lead Cook/Grill
$0
$0
$0
$0
$0
$1,700
$1,440
$1,440
$1,440
$1,440
$1,440
$1,440
Grill Two
Broiler Cook One
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$700
$1,600
$580
$1,440
$580
$1,440
$580
$1,440
$580
$1,440
$580
$1,440
$580
$1,440
Broiler Cook Two

Fry Cook One
Fry Cook Two
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$700
$1,400
$700
$580
$1,200
$600
$580
$1,200
$600
$580
$1,200
$600
$580
$1,200
$600
$580
$1,200
$600
$580
$1,200
$600
Wheel Man One

Wheel Man Two
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$700
$500
$600
$380
$600
$380
$600
$380
$600
$380
$600
$380
$600
$380
Salad Cook One
$0
$0
$0
$0
$0
$1,400
$1,200
$1,200
$1,200
$1,200
$1,200
$1,200
Salad Cook Two

Prep Cook One
Prep Cook Two
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$700
$1,300
$1,300
$600
$1,160
$1,160
$600
$1,160
$1,160
$600
$1,160
$1,160
$600
$1,160
$1,160
$600
$1,160
$1,160
$600
$1,160
$1,160
Prep Cook Three

Dish One
Dish Two
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,300
$1,200
$750
$1,160
$1,040
$600
$1,160
$1,040
$600
$1,160
$1,040
$600
$1,160
$1,040
$600
$1,160
$1,040
$600
$1,160
$1,040
$600
Subtotal
$0
$0
$0
$0
$0
$16,250
$13,980
$13,980
$13,980
$13,980
$13,980
$13,990
One (1) Floor Supervisor

One (1) Window Expediter
Ten (10) Full-time Servers
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$300
$500
$4,260
$280
$480
$3,834
$280
$480
$3,834
$280
$480
$3,834
$280
$480
$3,834
$280
$480
$3,834
$280
$480
$3,834
Ten (10) Part-time Servers

Four (4) Full-time Bartenders
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$2,130
$2,500
$1,917
$2,240
$1,917
$2,240
$1,917
$2,240
$1,917
$2,240
$1,917
$2,240
$1,917
$2,240
Two (2) Full-time Hostesses
$0
$0
$0
$0
$0
$800
$720
$720
$720
$720
$720
$720
Three (3) Part-time Hostesses
$0
$0
$0
$0
$0
$400
$360
$360
$360
$360
$360
$360
Four (4) Bussers

Food Runner
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$400
$500
$350
$500
$350
$500
$350
$500
$350
$500
$350
$500
$350
$500
Subtotal
$0
$0
$0
$0
$0
$11,790
$10,681
$10,681
$10,681
$10,681
$10,681
$10,681
Managing Partner 1
Managing Partner 2
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
Managing Partner 3
$0
$0
$0
$0
$0
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
Managing Partner 4
$0
$0
$0
$0
$0
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
$2,500
Bookkeeper
Subtotal
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,600
$11,600
$1,600
$11,600
$1,600
$11,600
$1,600
$11,600
$1,600
$11,600
$1,600
$11,600
$1,600
$11,600
Sales and Marketing Personnel
General and Administrative Personnel
Page 2
Appendix
Other Personnel
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Subtotal
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Total People
Total Payroll
$0
$0
$0
$0
$0
$39,640
$36,261
$36,261
$36,261
$36,261
$36,261
$36,271
Page 3
Appendix
Table: General Assumptions
General Assumptions
Plan Month
Current Interest Rate
Month 1
1
9.00%
Month 2
2
9.00%
Month 3
3
9.00%
Month 4
4
9.00%
Month 5
5
9.00%
Month 6
6
9.00%
Month 7
7
9.00%
Month 8
8
9.00%
Month 9
9
9.00%
Month 10
10
9.00%
Month 11
11
9.00%
Month 12
12
9.00%
Long-term Interest Rate
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
11.00%
Tax Rate
Other
30.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
15.00%
0
Page 4
Appendix
Table: Profit and Loss
Pro Forma Profit and Loss
Month 1
$0
$0
Month 2
$0
$0
Month 3
$0
$0
Month 4
$0
$0
Month 5
$0
$0
Month 6
$200,598
$65,366
Month 7
$176,968
$57,855
Month 8
$188,798
$61,525
Month 9
$165,199
$52,386
Month 10
$171,098
$53,043
Month 11
$171,098
$51,217
Month 12
$224,198
$55,729
Production Payroll
$0
$0
$0
$0
$0
$16,250
$13,980
$13,980
$13,980
$13,980
$13,980
$13,990
Other Costs of Goods

Total Cost of Sales
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$81,616
$0
$71,835
$0
$75,505
$0
$66,366
$0
$67,023
$0
$65,197
$0
$69,719
$0
0.00%
$0
0.00%
$0
0.00%
$0
0.00%
$0
0.00%
$118,982
59.31%
$105,133
59.41%
$113,293
60.01%
$98,833
59.83%
$104,075
60.83%
$105,901
61.89%
$154,479
68.90%
Sales and Marketing Expenses

Sales and Marketing Payroll
Operating Supplies
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$11,790
$2,000
$10,681
$1,760
$10,681
$1,890
$10,681
$1,650
$10,681
$1,720
$10,681
$1,720
$10,681
$2,200
Janitorial
Repairs
Aprons, Towels & Napkins
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1,500
$250
$1,000
$1,500
$250
$1,000
$1,500
$250
$1,000
$1,500
$250
$1,000
$1,500
$250
$1,000
$1,500
$250
$1,000
$1,500
$250
$1,000
Menus
$0
$0
$0
$0
$0
$150
$150
$150
$150
$150
$150
$150
Miscellaneous Supplies
Miscellaneous Purchases
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$250
$50,000
$250
$250
$250
$250
$250
$250
$250
$250
$250
$250
$250
$250
Complimentary Meals or Drinks For

PR
Advertising/Promotion
$0
$0
$0
$0
$0
$750
$750
$750
$750
$750
$750
$750
$0
$0
$0
$0
$0
$500
$500
$500
$500
$500
$0
$500
Credit Card Charges
$0
$0
$0
$0
$0
$1,760
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
Fraud Credit Cards/Checks

Professional Fees
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$150
$250
$150
$250
$150
$250
$150
$0
$150
$0
$150
$0
$150
$250
Membership Fees
$0
$0
$0
$0
$0
$75
$75
$75
$75
$75
$75
$75
Uniforms
$0
$0
$0
$0
$0
$150
$150
$150
$0
$0
$0
$150
Travel
Employee Discounts
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$500
$0
$500
$0
$500
$0
$500
$0
$500
$0
$500
$0
$500
Total Sales and Marketing

Expenses
$0
$0
$0
$0
$0
$71,075
$19,716
$19,846
$19,206
$19,276
$18,776
$20,156
0.00%
0.00%
0.00%
0.00%
0.00%
35.43%
11.14%
10.51%
11.63%
11.27%
10.97%
8.99%
$0
$0
$0
$0
$0
$11,600
$11,600
$11,600
$11,600
$11,600
$11,600
$11,600
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Sales
Gross Margin
Gross Margin %
Operating Expenses
Sales and Marketing %

General and Administrative Expenses
General and Administrative Payroll
Sales and Marketing and Other
Expenses
Page 5
Appendix
Depreciation
($100)
($100)
($100)
($100)
($100)
$2,000
$2,000
$2,000
$2,000
$2,000
$2,000
$2,000
Leased Equipment
Utilities
Amortization
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$150
$8,000
$5,000
$150
$7,500
$5,000
$150
$8,500
$5,000
$150
$8,000
$5,000
$150
$8,500
$5,000
$150
$8,500
$5,000
$150
$9,000
$5,000
Debt Service
Insurance
Excess Insurance
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$3,000
$500
$0
$3,000
$500
$0
$3,000
$500
$0
$3,000
$500
.
$3,000
$500
$0
$3,000
$500
$25,000
$3,000
$500
Property Taxes
$0
$0
$0
$0
$0
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
Excess Taxes
Vacation Accrual
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$500
$350
$500
$350
$500
$350
$500
$350
$500
$350
$500
$350
$500
$350
Base Rent
Percentage Rent
CAM Rent
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$6,000
$2,000
$750
$6,000
$1,760
$750
$6,000
$1,887
$750
$6,000
$1,650
$750
$6,000
$1,710
$750
$6,000
$1,710
$750
$6,000
$2,241
$750
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$3,964
$0
$3,626
$0
$3,626
$0
$3,626
$0
$3,626
$0
$3,626
$0
$3,627
$0
($100)
($100)
($100)
($100)
($100)
$45,314
$44,236
$45,363
$44,626
$45,186
$45,186
$71,218
0.00%
0.00%
0.00%
0.00%
0.00%
22.59%
25.00%
24.03%
27.01%
26.41%
26.41%
31.77%
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$10,000
Payroll Taxes
Other General and Administrative
Expenses
Total General and Administrative
Expenses
General and Administrative %
10%
Other Expenses:
Other Payroll
Consultants
Expansion Fund
Total Other Expenses
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$10,000
Other %
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
4.46%
Total Operating Expenses
($100)
($100)
($100)
($100)
($100)
$116,389
$63,952
$65,209
$63,832
$64,462
$63,962
$101,374
$100
$100
$100
$100
$100
$2,593
$41,181
$48,084
$35,001
$39,613
$41,939
$53,105
EBITDA
Interest Expense
$0
$451
$0
$444
$0
$436
$0
$429
$0
$422
$4,593
$414
$43,181
$407
$50,084
$400
$37,001
$392
$41,613
$385
$43,939
$378
$55,105
$370
Taxes Incurred
($105)
($52)
($50)
($49)
($48)
$327
$6,116
$7,153
$5,191
$5,884
$6,234
$7,910
($246)
0.00%
($292)
0.00%
($286)
0.00%
($280)
0.00%
($273)
0.00%
$1,852
0.92%
$34,658
19.58%
$40,532
21.47%
$29,417
17.81%
$33,344
19.49%
$35,327
20.65%
$44,824
19.99%
Net Profit
Net Profit/Sales
Page 6
Appendix
Table: Cash Flow
Pro Forma Cash Flow
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$200,598
$200,598
$176,968
$176,968
$188,798
$188,798
$165,199
$165,199
$171,098
$171,098
$171,098
$171,098
$224,198
$224,198
Cash Received
Cash from Operations
Cash Sales
Subtotal Cash from Operations
Additional Cash Received
Sales Tax, VAT, HST/GST Received
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
New Current Borrowing

New Other Liabilities (interest-free)
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
New Long-term Liabilities
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Sales of Other Current Assets

Sales of Long-term Assets
New Investment Received
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Subtotal Cash Received
$0
$0
$0
$0
$0
$200,598
$176,968
$188,798
$165,199
$171,098
$171,098
$224,198
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Expenditures
0.00%
Expenditures from Operations

Cash Spending
$0
$0
$0
$0
$0
$39,640
$36,261
$36,261
$36,261
$36,261
$36,261
$36,271
Bill Payments
Subtotal Spent on Operations
$10,012
$10,012
$347
$347
$392
$392
$386
$386
$379
$379
$7,995
$47,635
$224,568
$260,829
$96,396
$132,657
$113,157
$149,418
$87,893
$124,154
$100,059
$136,320
$97,187
$133,458
Additional Cash Spent

Sales Tax, VAT, HST/GST Paid Out
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Principal Repayment of Current Borrowing
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Other Liabilities Principal Repayment
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
$800
$0
Purchase Long-term Assets
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Dividends
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$10,812
$1,147
$1,192
$1,186
$1,179
$48,435
$261,629
$133,457
$150,218
$124,954
$137,120
$134,258
Long-term Liabilities Principal Repayment

Purchase Other Current Assets
Subtotal Cash Spent

Net Cash Flow
($10,812)
($1,147)
($1,192)
($1,186)
($1,179)
$152,163
($84,661)
$55,341
$14,981
$46,144
$33,978
$89,940
Cash Balance
$569,688
$568,541
$567,349
$566,164
$564,984
$717,148
$632,487
$687,828
$702,809
$748,954
$782,932
$872,872
Page 7
Appendix
Table: Balance Sheet
Pro Forma Balance Sheet
Assets
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Starting Balances
Current Assets
Cash
Inventory
$580,500
$0
$569,688
$0
$568,541
$0
$567,349
$0
$566,164
$0
$564,984
$0
$717,148
$71,903
$632,487
$63,641
$687,828
$67,678
$702,809
$57,625
$748,954
$58,347
$782,932
$56,339
$872,872
$61,302

$0
$580,500
$0
$569,688
$0
$568,541
$0
$567,349
$0
$566,164
$0
$564,984
$0
$789,050
$0
$696,127
$0
$755,506
$0
$760,434
$0
$807,301
$0
$839,271
$0
$934,174
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$65,000
$0
($100)
($200)
($300)
($400)
($500)
$1,500
$3,500
$5,500
$7,500
$9,500
$11,500
$13,500
$65,000
$645,500
$65,100
$634,788
$65,200
$633,741
$65,300
$632,649
$65,400
$631,564
$65,500
$630,484
$63,500
$852,550
$61,500
$757,627
$59,500
$815,006
$57,500
$817,934
$55,500
$862,801
$53,500
$892,771
$51,500
$985,674
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Long-term Assets
Long-term Assets
Accumulated Depreciation
Total Long-term Assets
Total Assets
Current Liabilities
Accounts Payable
$10,000
$334
$379
$373
$367
$361
$221,375
$92,594
$110,241
$84,552
$96,875
$92,318
$141,197
Current Borrowing
Other Current Liabilities
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
$0
$10,000
Subtotal Current Liabilities
$20,000
$10,334
$10,379
$10,373
$10,367
$10,361
$231,375
$102,594
$120,241
$94,552
$106,875
$102,318
$151,197
$50,000
$49,200
$48,400
$47,600
$46,800
$46,000
$45,200
$44,400
$43,600
$42,800
$42,000
$41,200
$40,400
Total Liabilities
$70,000
$59,534
$58,779
$57,973
$57,167
$56,361
$276,575
$146,994
$163,841
$137,352
$148,875
$143,518
$191,597
Paid-in Capital
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
$900,000
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
($324,500)
Earnings
Total Capital
$0
$575,500
($246)
$575,254
($538)
$574,962
($824)
$574,676
($1,103)
$574,397
($1,377)
$574,123
$475
$575,975
$35,133
$610,633
$75,665
$651,165
$105,082
$680,582
$138,426
$713,926
$173,753
$749,253
$218,577
$794,077
Total Liabilities and Capital
$645,500
$634,788
$633,741
$632,649
$631,564
$630,484
$852,550
$757,627
$815,006
$817,934
$862,801
$892,771
$985,674
Net Worth
$575,500
$575,254
$574,962
$574,676
$574,397
$574,123
$575,975
$610,633
$651,165
$680,582
$713,926
$749,253
$794,077
Retained Earnings
Page 8

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The Fire Fountain Grille

The Fire Fountain Grille

1.3 Keys to Success

2.0 Company Summary

2.1 Company Ownership

The Fire Fountain Grille

General Managing Partner, with 31% ownership.

Limited Partner Group One, with 14% ownership.

2.2 Start-up Summary

The Fire Fountain Grille

The Fire Fountain Grille

3.0 Products and Services

3.1 Competitive Comparison

The Fire Fountain Grille

The Fire Fountain Grille

The Fire Fountain Grille

Burgers n such......they come with fries..

From The Fountain...

The Fire Fountain Grille

JUST FOR KIDS...Yaaay!!

Please visit our Website!

4.0 Market Analysis Summary

The Fire Fountain Grille

The Fire Fountain Grille

The Fire Fountain Grille

Ages 45-59 (within 5 mile

The Fire Fountain Grille

4.2.1 Market Trends

The Fire Fountain Grille

4.2.3 Market Needs

4.3 Service Business Analysis

4.3.1 Competition and Buying Patterns

The Fire Fountain Grille

4.3.2 Main Competitors

4.3.3 Business Participants

Fine dining (white tablecloths, expensive wines).

5.0 Strategy and Implementation Summary

5.1 Competitive Edge

The Fire Fountain Grille

5.2.1 Positioning Statement

5.2.2 Pricing Strategy

5.2.3 Promotion Strategy

The Fire Fountain Grille

showcase events, to be held at the Fire Fountain Grille.

5.2.4 Marketing Programs

5.3 Sales Strategy

5.3.1 Sales Forecast

The Fire Fountain Grille

The Fire Fountain Grille

5.4 Strategic Alliances

The Fire Fountain Grille

Rec/Install Kitch Equipment

Order Dry Goods

Health Dept. Inspection

Receive 1st PFG Shipment

Dates Final Inspections

Begin Training Bar Staff

The Fire Fountain Grille

6.0 Web Plan Summary

6.1 Website Marketing Strategy

6.2 Development Requirements