Trench Town Smoked Burgers

Business Plan
Major Marcos, Barangay Mapayapa, Veterans Village
Quezon City, Metro Manila
09369511105
chefmarcojavier@gmail.com

Marco D. Javier

21 September 2015
Executive Summary:
We are a Burger Joint
Proprietors: Jefferson L. Amper & Richard S. Bagsic
Producer & Consultant: Chef De Marco & Associates Restaurant Solutions
Trench Town (also Trenchtown) is a neighborhood located in the parish of St.
Andrew which shares municipality with Kingston, the capital and largest city ofJamaica. In the
1960s Trench Town was known as the Hollywood of Jamaica. Today Trench Town boasts the
Trench Town Culture Yard Museum, a visitor friendly National Heritage Site presenting the unique
history and contribution of Trench Town to Jamaica.

Trench Town is the birthplace of rocksteady and reggaemusic, as well as the home of
reggae and Rastafari ambassador Bob Marley. The neighborhood gets its name from its previous
designation as Trench Pen, 400 acres of land once used for livestock by Daniel Power Trench,
an Irish immigrant of the 18th century (descendants of the Earls of Clancarty). The Trench family
abandoned the land in the late 19th century. It is a common misconception that the name comes
from the large open storm-water drain that runs through the neighbourhood in the middle of Collie
Smith Drive. Trench Town is home to the communities of Wilton Gardens [Rema], Federal
Gardens, Arnette Gardens [Jungle], Havana, Buckers and others. Trench Town today is also the
home of two of Jamaica's top Premier League football club teams, Arnette Gardens and Boys'
Town.

“Trench Town Smoked Burgers” is a food establishment that serves mainly

Burgers, sandwiches, snack (merienda) and other quick food. Quality ingredients,
good food, cooked right, in a very affordable price. Real food introduced to the masses
(instead of those extender filled buy one take one that’s every where), and then expand
“From the Trenches to the Mainstream, The Big Leagues and beyond”. Trench Town
Smoked Burgers.
Mission & Vision:
-Quality ingredients, good food, cooked right, in a very affordable price.
-Quality ingredients, Affordability, Style & good taste Accessibility to all [esp.
the masses]
-Real food introduced to the masses (instead of those extender filled buy one
take one that’s every where), and then expand “From the Trenches to the
Mainstream, The Big Leagues and beyond”.
-Fast food = Good real food
-Beat buy 1 take 1 burger shacks
-Training Ground for Chef De Marco & Associates Restaurant Solutions
Starting Teams.
-Jheff’s Start up business (He is a key part in CDM&A)
-To develop high moral and a sense of leadership and ownership with f
uture projects.
-Genuine Loyalty and Respect is rare these days… Invest in it.
Target Market(s)
Industrial
Consumers
-Residents, students, after school, after work, Baon, Snack/Merienda, Hang out
spot, Late night after drinking food
-B2C (business to consumer)
-B2B (business to business) Expansion plan, Supply to franchisees and other
businesses.

Current Opportunity
-New idea or technology
-New to the area [tested effective in other areas W/ the same & Diverse demographics]
-No competition with in the area
-Special skills? Chef De Marco skills, strategy & Experiences

Projection of Business Future

-Timeless opportunity
-Standardize
-Sustain
-Duplicate
-Multiply branches
-Supply products to Franchisees and other establishments/business
-Retail & Whole sale

Financial Summary
Total amount of funds sought for venture: 500,000
Total amount of estimated startup costs: 150,000-250,000
Total amount of projected average monthly expenses: 60,000-90,000
Total amount of projected average monthly revenue: $ 90,000-150,000
[This is for one store only]
Entry Barriers
 -Low entry cost. Low risk and cost to get in, but likely to have many
competitors.
-Permits or regulatory approvals required.
-Adjusting and standardizing operations and packaging
-Establishing Identity
-Sourcing and Suppliers [1st, 2nd, & 3rd choices]

Marketing Strategy
-Emphasize core competencies (quality, speed, service, product, price,
convenience, location, etc.)
-Make sure that the Customer must be able to clearly see value.
-Word of mouth and social media

Product/Service
-To Follow

Sales Strategy & Promotion

-Direct sales
-Word of mouth
-Social media

Pricing Strategy
-With the 30% food cost guide
Penetration pricing strategy
-Price charged is set artificially low to gain market share, [compared to
the mainstream burger joints]
-Charging a higher price because we have a substantial competitive advantage,
[compared to the buy 1 take 1 burgers]
-Economy Pricing
- Basically No frills low price; the lowest possible regardless of what
other are doing. Cost of marketing and manufacture are kept at a
minimum.
Web Strategy
-Use social media accounts at first, but eventually develop a website
for: marketing
sales transactions
customer education
partner networking
Franchising
Employee & Company convenience[communication]

Operations Plan
Location
-Secondary main road
-Near market center
-a lot of foot traffic
Maj Marcos street, Veterans Village, Brgy. Mapayapa, Q.C.

Operation
Business Hours
Mon-Sun 3pm-11pm

Organization Structure
Sole proprietor
Consultant
Employees
2 cooks
2 service
1 house keeping
1casheir manager expediter

Space
-For production needed: storage, prep, grill, counter,
-For people needed: dining area, take out

Capacity:
How much product/service can you provide in a certain time frame:
-200-pax min/Day

Critical Suppliers.
-to follow

Financial system.
Hire a accountant or do it yourself?

Computer system.
Microsoft exel even if it is manual to begin with. POS to follow.

Equipment
Computers desktop
Tools
Fixtures
Displays
Vehicles
 Kitchen equipment[grill, stove, chiller/freezer]

Permits and Licenses -To follow [while on a dry run]

Permits
Licenses
-To follow [while on a dry run]

Insurance -To follow [while on a dry run]

Type
Coverage amount

Contracts
-Leasing
-Consultancy Agreement
-Loan

Patents and Copyrights -To follow [while on a dry run]

Patents
Copyrights

Credit Policy -To follow [while on a dry run]

Financial Plan
-To follow [while on a dry run]
-Exel Draft by request

Funding Source
Mr. Mike Ngo Dee
Proposed Amount: P100,000-250,000
 Marco Javier
Amount: Equipment & other assets
Jefferson Amper
Amount: Equipment & other assets

Cash Flow Projection

-To follow [while on a dry run]
-Exel Draft by request