BUSINESS PLAN

December 14, 2015

1. EXECUTIVE SUMMARY
1.1 Product
Athletes Edge is a contract food service provider and food service management company that
specializes in supplying meals to elite athletes. Our organization was established with the central
goal of producing high quality, natural, whole foods that meet the specific dietary requirements
of athletic competitors. Our highly trained team includes experts from both the culinary and
nutrition fields, in addition to a diverse workforce of skilled food service employees. Athletes
Edge is based in New York City, but is contracted internationally in venues around the world.
Our unique niche allows us to utilize cuisine with cultural ties to the arenas and athletes we serve
across the globe.

1.2 Customers
Our clients are the organizations that contract us to provide food services during the athletic
events they host. We have been contracted to serve meals in various international sporting
venues because of our unique expertise in satisfying the complex needs of elite athletes. Our
clients include a diverse range of athletic organizations, all with specific requirements and
expectations for the athletes they represent. Thus, we directly serve participants in international
sporting events like the Olympic Games. Our most current customers include the International
Olympic Committee and the athletes at the 2016 Rio Olympics. Because Olympic athletes hail
from many different countries, and run the gamut of diverse backgrounds, we recognize the
complexity of our task to cater to their unique needs. For this reason, we ensure that the dietary
requirements for individual athletes are well understood and strategically met by both our
dietitians and chefs.

1.3 What Drives Us

Our organization is driven by the needs of elite athletes. Athletes Edge strives to be the leading
provider of world-class, high quality food and food services for a multinational athletic
community. Our founders identified a unique opportunity to change the ways in which athletes
nourish themselves, and bring natural, whole foods to the forefront of the sports nutrition field.
We care about providing athletes with the highest quality and most comprehensive meals to meet
the complex dietary requirements that foster health and a competitive edge at the elite level.

2. COMPANY DESCRIPTION
2.1 Mission Statement
To enrich and nourish elite athletes from around the world with natural, whole foods that meet
their unique dietary needs and promote both health and performance. Our meals are the product
of culinary and scientific inputs we utilize award-winning chefs along with top nutrition
experts to design comprehensive menus for our athletes. We specialize in incorporating cuisine
from various geographical locations to foster cultural awareness and appreciation. We also
support sustainable food production through the formation of partnerships with local farmers,
and strive to promote environmentally responsible practices within the global food system. We
are proud of our diverse workforce and engage with our employees to build a positive work
environment with opportunities to excel. Through our expertise, our use of local resources, and
our commitment to wholesome nutrition, we guarantee high quality food and food services for
the global athletic arena.

2.2 Vision Statement

We will be recognized as a leading provider of world-class, high-quality food and food services
for the multinational athletic community. By combining innovative research in dietetics and
kinesiology with cutting-edge meal planning and preparation, we will achieve new heights in
athletic performance. Our organization will be at the forefront of wholesome, cross-cultural
nutrition and promotion of environmental stability. We will build a lasting legacy of unique
dining experiences that fuel our athletes and unite them across sport and culture.

2.3 Principal Members and Founders

Karen Bukolt: Co-owner and President
Christopher Doyle: Co-owner and Vice President of Marketing
Kylee-Jean Wormuth: Co-owner and Vice President of Research and Development
Nicole Dipaoli: Co-owner and Vice President of Culinary Operations and Nutritional Services
Zoran Pekija: Co-owner and Vice President of Sales and Contracts

3. MARKET RESEARCH
3.1 Industry
The catering industry is a vast one composed of various outlets ranging from weddings to largescale events. At Athletes Edge we provide the best catering services available to elite athletes
across the world. We strive to be a unique contract company by offering on-site catering at
international venues. Our clients are prestigious organizations and venues that represent elite
athletes across the globe. The athletes we cater to have highly specific needs that must be met to
promote both health and athletic performance. As an ever-growing and expanding organization
we strive to meet the nutritional requirements of these athletes. We design menus and meals
based on current research into athletic meals, quality of foods, and kinesiology. We strive to
conduct in-house studies and review relevant literature continuously. With these policies, our

products are adaptable and better satisfy the needs of both our contractors and their elite athletes.

3.2 Customers
The customers of Athletes Edge are a large and diverse clientele, whose needs must be carefully
understood to be met with precision. Athletes Edge, as an innovative business unlike any other,
and is known for having the knowledge to provide our clients with not only the products that
they need but also the personal understanding of their athletes needs. Our clients come to us
with the overarching goal of providing healthy, wholesome nutrition for the athletes that we take
pride in being able to fulfill, thus placing us into a niche that no other company fulfills. While
some of our competitors provide athletes with pre-packaged foods or simply provide catering for
large groups, we are the only organization that focuses specifically on the needs of elite athletes
through the integrity of our wholesome, fresh, and local food items in our meals. We also take
pride in being the only organization that emphasizes the use of current research in designing
customized meals to properly fuel athletes for competitions. This allows our clients to know that
regardless of their location across the globe, Athletes Edge is there to provide their athletes with
the edge they need to be winners. Our use of scientific evidence allows us to develop meals that
are high in the macronutrients, vitamins, and minerals that the athletes need. Our intensive meal
planning and consideration is made by both Registered Dietitians that we have on staff alongside
experienced, well renowned chefs and local vendors to create exciting menus that feature
international cuisine.

3.3 Competitors
Fitful Feed athletes and individuals processed food. Our sole focus is the proper nutrition and
care of athletes participating in endurance events around the world ranging from 13.1 Marathons
to Iron-distance triathlons. We provide race directors with an assortment of affordable, ready-toeat and nutritionally balanced meals coupled with our proprietary recovery jackets designed to
accelerate recovery and maintain the healthy state of race finishers (2012). Fitful puts together
boxes for premade food - Clif bars, Horizon chocolate milk, dried edamame, etc. - so that
athletes may eat on the go.
EXOS Serves larger clientele with wholesome approach to food. Include physical therapy and
training. To provide the finest systems, specialists, and facilities, seamlessly integrated to
efficiently and ethically enhance our athletes' performance (2010). Exos is concerned about
more than just athlete nutrition. They focus on helping athletes achieve their goals by improving
performance, decreasing injury potential and motivating through education. The athletes must go
to an EXOS location to get the treatment.
Aramark & Sodexo Corporate food service. They offer large-scale catering and foodservice in
educational institutions, sports arenas, and special events with no specific focus on natural,
whole nutrition for athletes.

3.4 Competitive Advantage

We offer fresh, whole, minimally-processed foods with local flare that expand the athletes palate
while nourishing their nutritional needs to prepare them for competition.
Company stakeholders attend all events: this includes the principal members, our employees and

our Registered Dietitians on site.

Registered Dietitians provide expertise, along with scientific and technical support when
designing our menus in collaboration with trained chefs to develop menus that are personalized
for each event and unique to each region.
One of our most analogous competitors is Aramark, a company that has previously provided
catering and food services at Olympic Games. Most recently, during the 2012 Summer
Olympics in London, Aramark was involved in both the concessions and athlete dining facilities
within the Olympic Village. Because they cater to such a broad base of customers, they were
unable to focus specifically on the needs of athletes. As we have the ability to tailor all of our
menus, ingredients, and meals to serve athletes during competition, we are confident that every
Olympian is receiving the nutrition they need, while also reaping the benefits of natural,
wholesome foods that promote health and performance. That is the Athletes Edge.

3.5 Regulation
Safety and health standards to be followed are set to the level of United States Department of
Agriculture and the Food and Drug Administration. If a sponsoring country has higher regulatory
standards, we will work to meet those.
All staff and employees are credentialed with proper certifications, including but not limited to:
Food Handlers Protection Certification (NYC), Certified Dietitian Nutritionist (NYC),
Registered Dietitian (U.S.), American Culinary Federation Certification(s) (U.S.), and The
Culinary Institute of America Certification(s).
HACCP plans are in place and in accordance with the guidelines set by the New York City
Department of Health and Mental Hygiene, regardless of the country in which the event is taking
place, as these guidelines are utilized in the city the organization is based in. Please see Appendix
A for an example HACCP plan we will utilize for events.

4. PRODUCT/SERVICE LINE
4.1 Product or Service
Athletes Edge strives to create the best products and services available in our industry. By
sourcing with local vendors, we are able to provide fresh and locally grown food in intriguing
and creative meals created by our on-site chefs using the standards set forth by our on-site
Registered Dietitian. The products we offer are wholesome, nutritious and incorporate only the
highest standards of quality. Our on-site Registered Dietitians are experts in the world of athletes
and sports nutrition. And unlike our competitors, Athletes Edge provides athletes with a sitdown dining service where they can relax and enjoy their meal. We offer carry meal boxes that
are always freshly prepared as well as an assortment of nutritious snacks to help athletes rebound
from or prepare for events. Our meals are always freshly prepared which gives our athletes the
wholesome nutrients that they need to remain forever competitive during their event.

4.2 Pricing Structure

Athletes Edge is a privately-held food service organization that functions for-profit. Our
revenue supports our business operations, enriches our partnerships with our contractors, and
enhances our ability to serve our clients and their athletes. We work with our clients to provide
them with the best options available with their pricing needs.

4.3 Product/Service Life Cycle

As the primary provider of meals for athletes staying in the Olympic Village, our operation is onsite in a central location in which athletes gather for breakfast, lunch and dinner. We function as
a conventional foodservice operation, and purchase minimally processed, fresh and local food
items whenever possible. Our menu items are created fresh each day at the time of service. We
do not serve ready-prepared foods and aim to cook all dishes on site for our athletes to ensure
quality and peak nutritional value in every meal. We batch cook our menu items, which allow us
to serve freshly-prepared foods on such a large scale. Our facility utilizes cafeteria-style service
for our athletes at each meal.
Our purchasing practices are highly driven by our commitment to sustainability. Since one of
our major considerations is the need to buy fresh and local foods to incorporate into our meals,
independent purchasing is the method that gives us the most freedom to determine the goods we
need and to select the best options in terms of price and quality. We also utilize just-in-time
purchasing to ensure all our food items are fresh and of the highest quality. We aim to purchase
all food items locally within the region we are operating in at the time of each event. Most of
our vendors are local farmers and small business owners, as we also strive to contribute to the
local economy and support the global food system. Because we utilize local produce, seafood,
meat and other items, our menus are constantly changing to incorporate what is available, giving
us a unique product that is exciting and enjoyable for athletes.
Athletes Edge also recognizes our responsibility to protect the environment. We utilize
reusable, environmentally-friendly materials whenever possible, and recycle our own materials
to reduce waste in the various regions we serve. We use energy-efficient appliances and
equipment that meet Energy Star criteria wherever possible. We also align our efforts with the
National Restaurant Associations Roadmap to Sustainable Restaurant Operations.

4.4 Intellectual Property Rights

All menus and designs are the intellectual property of our organization. All recipes are our own
unless otherwise stated.

4.5 Research & Development

Our meals are tailored to fit the nutritional needs of athletes. Based on current research, the
micronutrients we are focusing on include vitamin C, calcium, iron, potassium and magnesium.
According to the American Dietetic Association the most concerning vitamins and minerals to
athletes are iron, magnesium, and Vitamin C (Rodriguez, DiMarco, & Langley, 2009). Other
minerals, such as iron, were found to be important to athletic performance in Nutrition for
Athletes by Ron Maughan and Louise Burke. There was also an important association drawn to
calcium in the article Sport Nutrition: A Review of the Latest Guidelines for Exercise and Sport
Nutrition. With these sources supported by countless other research, Athletes Edge designed all
of their products around these key and important nutrients that athletes need.
Vitamin C may decrease oxidative damage caused by vigorous training schedules and may help
to support a healthy immune system (Potgieter, 2013, p. 14). Vitamin C also helps in the
absorption of iron.
Calcium is also an essential nutrient for athletes. It has been studied that calcium reduces the
risk of developing premature osteoporosis, and maintains body composition (Potgieter, 2013, p.

14). Preventing the risk of disease and maintaining body composition are important but calcium
also plays an important role in repair of bone tissue, regulation of muscle contraction, nerve
conduction, and normal blood clotting (Rodriguez, DiMarco, & Langley, 2009, p. 515).
Consuming enough calcium can limit an athletes risk of low bone-mineral density and stress
fractures.
Our meals are high in iron to satisfy the needs that athletes have for iron. According the
American Dietetic Association, iron is required for the formation of oxygen-carrying proteins,
hemoglobin and myoglobin and for enzymes involved in energy production (Rodriguez,
DiMarco, & Langley, 2009, p. 515). The importance of oxygen in athletes is immense as they
are involved in endurance exercises. Iron deficiency is one of the most prevalent nutritional
deficiencies observed among athletes especially for females. This is due to their menstrual blood
loss and matched against smaller food intakes as compared to their male counterparts (Maughan
& Bruke, 2013). Reversing iron deficiency anemia can take about 3 to 6 months, so it is
important for athletes to consume the appropriate level of iron at every meal (Rodriguez,
DiMarco, & Langley, 2009). Athletes who are vegetarian also should be concerned with eating
enough iron in their diets to avoid iron deficiency anemia (Maughan & Bruke, 2013).
Potassiums role in the body is for fluid and electrolyte balance, nerve transmission, and active
transport mechanisms (Rodriguez, DiMarco, & Langley, 2009). During mass amounts of intense
exercise, the levels of potassium in the body drop to a lesser degree than sodium to allow for
cellular metabolism and regulation to occur. Due to this drop in potassium, athletes need to
make sure that they are consuming enough potassium through their day to provide enough
potassium to be catabolized without having adverse health effects.
Magnesium is not a nutrient that is often discussed but its role for athletes is important which is
why Athletes Edge makes sure that all their meals meet the daily recommended amount of
magnesium. Magnesium plays a variety roles in cellular metabolism, regulations membrane
stability and neuromuscular, cardiovascular, immune and hormone functions (Rodriguez,
DiMarco, & Langley, 2009, p. 515). A lack of magnesium can increase oxygen requirements to
complete submaximal exercise (Rodriguez, DiMarco, & Langley, 2009). This increased oxygen
requirement can be detrimental to athletes.
Protein also plays a very crucial role to the athletes, especially endurance and strength training,
for muscle mass building and retention. Daily protein recommendations range from 1.2 to 2.0 g/
kg body weight. The amount varies depending on whether the athlete needs appropriate energy
intake for maintenance or growth for optimal performance. This can be met through a balanced
diet without the need for amino acid supplementation. (Rodriguez, DiMarco, & Langley, 2009)
(Potgieter, 2013). In addition to protein, carbohydrates and fats are also important energy sources
for athletes. The recommended carbohydrate intake level is 6-10 g/kg body weight and fat is 2035% of caloric intake.
With all of this readily available information, Athletes Edge is prepared to offer the daily
recommended intake of all of these nutritional requirements to their clients and thus their clients
athletes. These nutrients keep the athletes healthy and are obtained through wholesome food
sources such as plants and lean organic protein products making them an easy part of Athletes
Edges mission. At Athletes Edge, we analyze meals to meet nutritional needs/ requirements
while providing satiety through innovative flavorful meals/food. Through the utilization of our

renowned chefs and in-house Registered Dietitians all meals are researched and developed with
these key nutrients in mind to establish a well-rounded daily intake of all key nutrients.
In addition to utilizing current research for the design of our meals and menus, we also consider
feedback from our customers and clients. At Athletes Edge, the athletes come first. We use
several methods to gauge athlete satisfaction, including surveys and comment cards. But we do
not simply collect satisfaction data. Because we are committed to fulfilling the needs of athletes,
we ensure that all athletes' comments and opinions are used to inform future decisions. The
feedback provided by the athletes is often used to redesign and improve our product for the next
event we cater. For this reason, we are constantly perfecting are product, and can be confident
that we provide the best. See Appendix F for a sample athlete satisfaction survey.

5. MARKETING & SALES

5.1 Growth Strategy
-

Sponsor sporting events/races

IAAF (International Association of Athletics Federation) Diamond League is an annual track
meet that brings the worlds best track and field specialists together. Like the Olympics it is in a
different country every year.
Work with professional sports teams: NBA, NFL, NHL, MLB
Working only with sports federations recognized by International Olympic Committee (IOC),
since we are concerned with summer Olympics our main focus will be consulting mostly
Association of Summer Olympic International Federations (ASOIF)
Advertise to IOC directly and the city host of the games because they are the ones deciding on
food service providers
Cooperating with sport nutritionist and relevant chefs in industry to follow the trends in sport
nutrition
Expand our organization internationally, with headquarters in major countries within Europe,
Central and South America, and Asia.
Implement a groundbreaking room service program to deliver foods (snacks and meals) to
athletes around the clock, so that we may accommodate any athlete's training schedule.

5.2 Communication
-

Social media: According to a new report from the Pew Internet & American Life Project (along
with Harvard's Berkman Center), 95 percent of teens ages 12-17 use the Internet, and 81
percent of them use social networks. Social media is a great way to get our message across to
the younger generation
Ideally, we would get endorsed by a major company (say Dasani, Wheaties) and we can
advertise on their labels.
Televised ads: Do you know what is keeping the USA Olympic team going...its Athlete's
Edge. TV will be a great way to reach a large audience. Airing ads during sporting events will
help to target a more specific audience. ESPN, ESPN2, NFL network, CBS for Sunday night
football, etc.
Partner with Whole Foods and set up days where we give out samples at store

5.3 Prospects
Our prospects include the National Basketball Association, National Football League, National
Hockey League, Major League Baseball, International Association of Athletics Federation,
World Triathlon Corporation and the International Federation of Football Association.

6. Appendices
List of Appendices
Appendix A: HACCP Plan
Appendix B: Weekly Menu Sample with Vegetarian Option
Appendix C: Sample Recipes with Nutrient Analyses and Daily Total Nutrient Analyses
Appendix D: Sample Purchase Order
Appendix E: Athletes Edge Brochure
Appendix F: Athletes Edge Satisfaction Survey

Appendix A

Appendix B

Appendix C

Appendix D

Appendix F:
Customer Satisfaction
Survey

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