II. Company Overview
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Who is [Company Name]?
[[Company Name], located at [insert location here]will be a community and quality focused liquor store brand based out of Atlanta, GA. [Company Name] will strive to offer customers a unique alcohol-buying experience along with the widest variety of product offerings available anywhere in the area. The company flagship store will foster a friendly, warm and consultative environment while keeping both prices checkout time low. Through improved merchandising and an upgraded sampling, handling and delivery process, the company will strive to transform the in-store alcohol buying experience for consumers while creating a unique and distinctive brand identity, differentiation and brand recall for itself.
[Company Name]’s product offerings will include a comprehensive range of whiskey, cognac, vodka, tequila, rums, Champagnes, wines and beers. The company will provide customers unprecedented access to both luxury and mainstream brands, at fair and affordable prices. While wines and liquor will be the Company’s primary product offering, [Company Name] will supplement retail sales with an alcohol catering division. This part of the business will supply and serve alcohol for benefits, private events, parties, etc. in the Atlanta metro area
[Company Name] was founded by [Founder’s Name]. While [Founder’s Name] has been in the liquor 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 an independently-owned liquor store that enjoyed tremendous success. After several discussions with the owner of the store, [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 area 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 and surveying the local customer base, [Founder’s Name] incorporated [Company Name] as an S-Corporation on [date of incorporation].
[Founder’s Name] has selected three initial locations and is currently undergoing due diligence on each property and the local market to assess which will be the most desirable location for the store.
Since incorporation, the company has achieved the following milestones:
- Developed the company’s name, logo and website located at www…
- Determined the list of products to be offered
- Determined equipment and inventory requirements
- Identified 20 potential suppliers and received preliminary interest from them
[Company Name]’s Products
Below is [Company Name]’s initial list or product categories:
Besides the largest and most varied inventory in the county, the company will promise that the store either carries the customer’s alcohol of choice or can source it from an external third-party. This offer will successfully establish the company as the ultimate and final source for high quality, niche and rare alcohols in the entire area.
[Company Name] will develop a 5,000 square foot store whose key elements will include the following:
- Main store
- Storage Room
- Tasting area
- Wine Racks
- Liquor Displays
- Check-Out Counter
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 10 AM to 7 PM. As demand dictates, we may extend or reduce our hours.