II. Company Overview
This Section's Contents
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Who is [Company Name]?
[Company Name], located at [insert location here] is a new, upscale cookie shop 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 cookie 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 cookie shop that enjoyed tremendous success. After several discussions with the owner of the cookie shop, [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 cookie industry
Location
[Company Name]’s overall ambience will be inviting and trendy. The interior design will be relaxing with rustic charm and an overall calm, inviting air. Planning to serve the downtown Fort Lauderdale area, [Company Name] will be tapping into a prime market. The area is both a residential and commercial neighborhood in the central region of Fort Lauderdale. The area is known for its hip restaurants and clubs, and many notable people have made their homes there.. The city is notably famous for its unique vibrant commercial corridors, dining, and eccentric nightlife focused on the downtown strip.
[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 main categories:
- Cookies
- Coffee
- Tea
- Cookie Cakes
- Cookie Sandwiches
- Cookie Party Trays
Store Design
[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
- Restrooms
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.
