II. Company Overview
This Section's Contents
Who is [Company Name]?
[Company Name], located at [insert location here] is a new, upscale bakery focusing on providing organic, healthy and/or premium baked goods. We also sell breakfast and lunch sandwiches, salads and soups, and serve a variety of coffees and teas.
[Company Name] was founded by [Founder’s Name]. While [Founder’s Name] has been in the bakery business for some time, it was in [month, date] that he decided to launch [Company Name]. Specifically, during this time, [Founder] took a trip to Fort Lauderdale, FL. During his trip, [Founder’s Name] frequented a bakery that enjoyed tremendous success. After several discussions with the owner of the bakery, [Founder’s Name] clearly understood that a similar business would enjoy significant success in his hometown.
Specifically, the customer demographics and competitive situations in the Fort Lauderdale location and in his hometown were so similar that he knew it would work. Furthermore, after surveying the local population, this theory was proven.
[Company Name]’s History
Upon returning from Fort Lauderdale, surveying the local customer base, and finding a potential retail location, [Founder’s Name] incorporated [Company Name] as an S-Corporation on [date of incorporation].
The business is currently being run out of [Founder’s Name] home office, but once the lease on [Company Name]’s retail location is finalized, all operations will be run from there.
Since incorporation, the company has achieved the following milestones:
- Found office space and signed Letter of Intent to lease it
- Developed the company’s name, logo and website located at www…
- Created the menu
- Determined equipment and inventory requirements
- Began recruiting key employees with experience in the bakery industry
[Company Name]’s Products
Below is [Company Name]’s initial menu. All items will be 100% natural and organic. As you can see all items are classified under the following eight main categories:
- Breakfast Sandwiches
- Croissants and Danish
- Muffins and Scones
- Sandwiches and Wraps
- Cookies and Desserts
[Company Name] will develop a 2,500 square foot store whose key elements will include the following:
- Kitchen area
- Ordering counter
- Self-service coffee area
- Tables to comfortably seat 15 customers
- A play/informal eating area
Below please find a rough sketch of the floor plan.
The retail location has 20 dedicated parking spots which should suffice even in peak hours.
[Company Name] plans to be open 7 days a week, from 7AM to 8PM. As demand dictates, we may extend or reduce our hours. Likewise, as demand dictates, we may offer delivery service.