You and Meals

HSCI 483- Final Project

Business plan

You and Meals

California State University,

San Bernardino
Winter 2013

Cindy De La Torre

Instructor
Gary W. Lawson, DPA

You and Meals

Non-disclosure and confidentiality agreement

The undersigned ________________ hereby agree that all financial and other
informants in that he/she will receive concerning You and Meals is confidential. The
information shall remain the property of You and Meals and shall be returned to You
and Meals promptly upon request together with all other copies.
Recipient acknowledges that no remedy of law may be adequate to
compensate You and Meals for a version of this agreement and recipient herby
agrees that in addition to any legal or other rights may be available in the event of
a breach hereunder, You and Meals may seek equitable relief to enforce this
agreement in any court of competent jurisdiction.

____________________

___________

Signature

date

This document contains confidential information. It is given to you for

information purpose only. Its contents shall remain the property of You and Meals
and shall be returned You and Meals when requested. This business plan and does
not imply an offering of securities.

You and Meals

Table of Contents
1.0executive summary
1.1Mission Statement
1.2Vision statement
1.3Objectives
1.4Keys to success
2.0Company summary
2.1Company ownership
2.2Start-up summary
2.3Legal requirements
3.0Products/services
3.1Vendors
3.2Products/services
4.0Market and analysis summary
4.1Market segmentation
4.2Target market segment strategy
4.3Industry analysis
5.0Strategy and implementation summary
5.1Competitive edge
5.2Market strategy
5.3Launch marketing
5.4Sales strategy
5.4.1 Sales forecast
5.5Milestone
5.6SWOT analysis
6.0Web plan summary
6.1Website marketing strategy
6.2Website development requirements
6.3Social media
7.0Management summary
7.1Personal plan
7.2Organization chart
8.0Financial plan
8.1Important assumptions
8.2Break-even analysis
8.3Projected profits and loss
8.4Projected cash flow
8.5Projected balance sheet
9.0Reference
Appendix

You and Meals

1.0

executive summary
1.1
Mission Statement
We sincerely believe in achieving a high level of happy well-nourished elderly
people by providing, and/or assisting in creating a well-balanced meal along
with friendly company once a week. It is our mission to enthusiastically
promote high standards in services so that we may continue to meet our
customer's needs. You and Meals strives to offer excellent and affordable
home meal planning and home meal cooking.
1.2

Vision statement

The company plans on not taking on any debt, in any form, and plans on no
debt as the company grows. Our plan includes assumption of 100% sales on
credit, and sufficient cash on-hand at start-up to prevent any problems with
cash flow.

2.0

1.3
Objectives
60 customers served by end of first year.
Hire one employee.
Respectable gross sales by end of first year.
95% of customers satisfaction
1.4
Keys to success
Professional quality of services offered
Reliabilitybeing available through on-call
Effective collaboration with the customer as their needs
Company summary

You and Meals is a new home health agency in its start-up stages. Our agency will
be located in San Bernardino, California and will provide the following services to
clients in a 50 mile radius from our office:

2.1

Meal planning
Grocery shopping
Preparing week long meals
Cooking
Conversations

Company ownership

You and Meals is a sole proprietorship company owned and operated by Cindy
Y. De La Torre. The reason for a sole proprietorship is because the company
will be managed by one person, and the services offered will be done by one
person until the company grows, at which point employees will be hired.

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2.2

Start-up summary

You and Meals is in its start-up stage, and consequently there are start-up
costs and funding issues to address. The list below indicates those costs
which include the following:

Business cards
Brochures

Start-up
450
400
350
300

Expenses

250

loans

200
150
100
50
0

Category 1

Start-up requirements
Business cards
Brochures

2.3

3.0

$150

$350

Legal requirements

Products/services
3.1
Vendors
You and Meals only uses local or customer preferred grocery stores as their
vendors.
3.2

Products/services

You and Meals

You and Meals offers home health care that includes skilled chief; that cooks
a wide variety of foods that can be altered to fit every individuals need as
well as wants, conversation buddy, grocery ride

4.0

Market and analysis summary

The consumer base for You and Meals will be customers referred by others and
through advertisement. All the customers must pay out of pocket, You and Meals
does not except any type of insurance as payment.
4.1

Market segmentation

The population base In San Bernardino, California is aging, and more

individuals are opting to stay in their own homes longer and return home
following hospitalization, rather than proceeding to a nursing home. Our
primary market segmentation includes those patientstypically in an older
age bracketwho require health care services by meal planning and meal
preparation.
Our second market will be those individuals who have suffered a personal
injury and require assistance in preparing meals.
4.2

Target market segment strategy

Because our business specializes in home health cooking, we will focus on

those market segments where we know our services are needed. Focusing on
those market segments that require home-based services will greatly
decrease overhead, since additional office space will not be required.
4.3

Industry analysis

You and Meals services a 50 mile radius from the office location. Home health
cooking is typically utilized by the elderly and those with injuries that need
assistance with preparing weekly meals.
5.0

Strategy and implementation summary

You and Meals will focus on an area of 50 mile from the main office location. Within
this geographical area we will target the following programs:

You and Meals

5.1

Meal planning
Grocery shopping
Preparing week long meals
Cooking
Competitive edge

We start with a competitive edge: There are currently no known businesses that focus on
the programs that You and Meals offer. That gives us the competitive edge within our
region because we will be the only ones offering this service. Through personal contacts
I have established a list of potential customers.
5.2

Market strategy

Marketing our service-oriented business requires establishing a reputation for expertise

and excellence. It starts with our known contacts that are in positions to recommend us
and make referrals to us, and continues with long-term efforts to develop recognition
among other professionals within the health care and social service fields.
We will develop and maintain a database of our contacts in the field. I already have
started the contact list to start the business, and I will work hard to maintain those
relationships throughout our start-up process. I will make initial contacts in the
community as I establish the business entity. I will then in an effort to introduce You and
Meals to area of professionals who are potential referral sources. Our communications
will be professional, as will our marketing tools such as brochures, business cards, and
advertisements.
5.3

Launch marketing

5.4 Sales strategy

Sales in our business means quality patient service and utmost satisfaction from referring
customers. It is perpetual business. One doesn't sell home health cooking; rather one sells
excellent care, availability, and effective interpersonal relationships.
In a service industry, growth can mean loss of quality control, which in turn leads to
client dissatisfaction. The services we provide should always reflect the mission and
oversight of management. We want our clients to know that the quality of service they
receive will be excellent, regardless of the individual service provider performing the
service.
We will therefore avoid the temptation to broaden the scope of our services too quickly.
Rather, we will focus our immediate attentions on making the services we offer of the
highest possible quality. Only when those services are well-established and grounded in
excellence will we consider expanding our service base.

You and Meals

5.4.1 Sales forecast

Annual sales reflect a conservative average of 30 new Home Health Cooking

customers for the first year with a modest increase per year thereafter. This figure
is based on the number of clients that could be seen on an average work week. We
believe that with a greater investment in marketing, employee relations, and
customer service this client base can grow significantly.

Sales Monthly
50000
45000
40000
35000
30000
25000

You and Meals

20000
15000
10000
5000
0

5.5

Milestone

The accompanying table lists important program milestones, with dates and managers in
charge, and budgets for each. The milestone schedule indicates our emphasis on planning
for implementation.
What the table doesn't show is the commitment behind it. Our business plan includes
complete provisions for plan-vs.-actual analysis, and we will hold monthly follow-up
meetings to discuss the variance and course corrections.

Milestones
Milestone

Start Date

End Date

Budget

Manager

You and Meals

Identify office
location
Purchase
business card
Purchase

3/18/13

3/26/13

$0

Department
Cindy Administrator

9/5/13

9/5/13

$150

Cindy Administrator

9/5/13

9/5/13

$350

Cindy Administrator

9/20/13

9/20/13

$0

Cindy Administrator

Brochures

Distribute
cards/brochures

5.6

SWOT analysis

Strengths, Weaknesses, Opportunities, Threats

Some strengthens You and Meals has is that it is a sole proprietorship, so
there is only one person making the decisions so there is no administrative
miscommunication, also another strength is that I, the owner is also the
employee, so its a one person show. That is also the weakness because
having one person do everything can get challenging and a little confusing as
well as overwhelming at times. There are however many opportunities for the
business to grow, because as the word spreads and the more customers the
business gets, there will be an opportunity for the business to expand and
then hire employees and become a bigger business. Threats for this business
include people coming up with a similar idea and those having a bigger
business from the start, also another threat would be that it goes bankrupt
form the start because of the maximum number of customers I could have
since I wouldnt have employees.
6.0

Web plan summary

6.1

Website marketing strategy

6.2

Website development requirement

6.3

Social media

A great way to social media with a startup business would be, to use the free
resources there are, like Twitter as well as Facebook and Instagram, although
most older generations dont use these new social medias there are a lot of

You and Meals

people that are looking for some resource business that they could use for
their aging parent or loved ones.
7.0
8.0

Management summary
7.1
Personal plan
7.2
Organization chart
Financial plan
8.1
Important assumptions
8.2
Break-even analysis
8.3
Projected profits and loss
8.4
Projected cash flow
8.5
Projected balance sheet

You and Meals

References

You and Meals

Appendix A
Supporting research