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, local donut shop that specializes in unique, gourmet, delicious donuts expertly crafted by a local artisanal pastry chef.
[Company Name] was founded by [Founder’s Name]. [Founder’s Name] has been perfecting his dessert craft with an emphasis on donuts for over ten years. [Founder’s Name] has been trained at the Culinary Institute of America and quickly became an acclaimed pastry chef working in some of the most prestigious restaurants in the United States. [Founder’s Name] has decided to venture out on his own and do what he loves to do most – making delicious donuts in his hometown community of [company location].
[Company location] is a diverse community that is made up of all income brackets, families, working class, business professionals, and college students. [Company Name] is located in an area that is within five miles of a local university, office park, schools, and churches. The customer demographic will be made up of all segments living, working, or attending school nearby.
[Company Name]’s History
[Founder’s Name] has been consulting with an attorney and CPA over the last few months to understand the business and financial obligations that go with owning their own business. His lawyer has advised [Founder’s Name] that [Company Name] should be incorporated as an S-Corporation on [date of incorporation].
[Founder’s Name] has identified a 2,000 square foot retail space already outfitted with a small kitchen and a drive-thru. The space was a former fast food chain that recently shut down. [Company Name] will make small design changes to fit their brand image and donut preparation requirements.
Since incorporation, the company has achieved the following milestones:
- Found retail location and signed Letter of Intent to lease it
- Decided on the company name, and developed the logo and website located at www…
- Developed the donut menu
- Determined the equipment and inventory requirements
- Began recruiting key employees that will be integral in the operation of the donut shop
[Company Name]’s Products
Below is [Company Name]’s initial menu. All donuts will be prepared fresh daily.
- Double Down Chocolate
- Strawberries n’ Cream
- Cookies n’ Cream
- Blueberries n’ Cream
- I Want S’More
- Lemon Lovers
- Honey Glazed
- Birthday Cake
- Chocolate Eclair
- Apple Fritter
Store Design
[Company Name] will design a functional donut shop in a 2,000 square foot space. The donut shop will include the following:
- Ordering counter
- Display area for available donuts
- 8 small tables to accommodate 15-20 customers
- Small kitchen with oven, prep area, small sink, and washing area
- ADA-compliant restrooms
[Company Name] will have 10 dedicated parking spots in the retail strip area where it will be located.
