Business Plan

Shalom Shawarma

Presented 5/2/2018

Shalom Shawarma
4310 Knox Road
College Park, Maryland 20740
(201) 669 - 9255
Table of Contents

I. EXECUTIVE SUMMARY………………………………………………. 3

II. COMPANY DESCRIPTION………………………………………….... 7

III. INDUSTRY ANALYSIS……………………………………………….. 10

IV. THE TARGET MARKET……………………………………………... 11

V. THE COMPETITION…………………………………………………... 12

VII. MARKETING PLAN & SALES STRATEGY………………………. 16

VIII. OPERATIONS………………………………………………………... 19

X. MANAGEMENT & ORGANIZATION………………………………... 21

XIII. FINANCIAL DATA & PROJECTIONS…………………………….. 24

I. Executive Summary

Concept

Shalom Shawarma’s founders have conducted extensive research into the restaurant and food truck
business and analyzed the market potential for a food truck network. Shalom Shawarma has
pinpointed this relatively noncompetitive market in college areas and are positioned to serve this
market need because of its resourceful personnel, its location, and its founder base. Management
estimates that the college student portion of the market will generated $420,000 in annual sales
and that Shalom Shawarma will capture 69% of the market share by 2030.

Company description

In March 2018, the four founders Daniel Pulgisi, Max Auerbach, Kyu Cho, and Sohum Dalal founded
Shalom Shawarma, a food truck network that served fair-priced delicious food of various varieties
to college students. The company was formed as a proprietorship and was a response to target the
on the go college student that does not have time to spend at a diner. Others involved in this
business are small time cooks that own food trucks across the country. The company is currently in
the start-up portion of its stage but expects to seek major seed funding soon from angel investors
once a formal strategy to present has been made.

Mission Statement

Shalom Shawarma is a consequential company to the response of the severe lack of food trucks on
or surrounding college campuses. It is an innovative solution to serve the needs of on the go college
students who need fair priced delicious food as they walk between places. It offers unparalleled
varieties of food to college students to make stress about food a thing of the past. We value quality
in our foods and relate to the lifestyle college students go through. Through our service, we will
make college students less worried about food.

Industry Analysis

The food truck industry in College Park, Maryland generated essentially no revenues, because they
do not exist yet. This is a completely untapped market that is ripe to be built upon. College students
go to a variety of restaurants around the area, but technically no food trucks. We think having food
trucks around the area could attract attention to those in a rush trying to pick up food. Based on a
research study done by FoodTruck Empire, approximately 92% of food trucks report gross incomes
of $100,000 or more. College students make up very little of the customer base, mostly because
there are not many food trucks on campuses. The food truck tracker website FoodTruck Empire
also reports that the industry will grow to be $3 billion by the end of 2020.

Products & Services

Shalom Shawarmas main product are food trucks, which serve a variety of cuisine. Shalom
Shawarma is unique in the sense that it caters directly to college students, provides variety in
cuisine across food trucks, and has an on the go culture to quickly supply college students with
food.

The food can be changed and tinkered upon to match what best matches a large college consumer
base.

The food trucks that serve the food need to do the following:
· Serve very high quality, and delicious tasting food
· Have a dynamic menu that changes throughout the year to provide variety
· Serve food quickly

The company provides its service at one level, and one level only: to serve delicious food quickly to
college students in a hurry.

Target Market
Shalom Shawarma’s management recognizes an enormous unmet need in the college market. Many
college students have reported the need for quick food services, complaining about high wait times
to get food from restaurants or diners. Many college students even cited the willingness to pay
higher prices to get their food quicker and more conveniently. This is perfect for a food truck
business that could serve the needs of on the go college students who require such a service.

Marketing & Sales Strategy

Shalom Shawarma’s marketing strategy is to showcase its food trucks as the best and most
delicious food serving food trucks on college campuses. It makes the most sense for college
students who are in a rush between classes who can stop by at a food truck and grab a quick bite.
The company must be positioned as the fast food supplier for hungry students, that also serve
delicious and desired meals to keep kids coming back. The company will market itself primarily
through social media and promotions, where food trucks can be sent for random days giving meals
for free to spur interest in the brand. Brochures and flyers will also be spread around college
campuses to garner interest.
Competition
Shalom Shawarma faces little competition in places like College Park, a campus where food trucks
are essentially non-existent. The only competition Shalom Shawarma really faces is from
restaurants, but the customer base is arguably somewhat different. Those who need food quickly
will come to food trucks, but those wanting to sit down and eat peacefully would probably pick the
restaurant. The competition could get tougher in the winter, when more kids want to go inside to
protect themselves from the cold.

Management
The core management team of Shalom Shawarma includes several executives with successful
backgrounds in the food truck industry and experience with startup operations. They are all co-
founders of the company who identified a need for food trucks in college campuses.

Kyu Bin Cho, 23, is the President and Chief Executive Officer. Mr. Cho experience includes with
Ginko Korea, where he grew sales and cut expenses to increase revenue. He worked closely with the
CFO prepare annual budgets, complete risk analysis on potential investments, and advise the Board
of Directors with regard to investment risk and return.

Maxwell Auerbach, 21, is Shalom Shawarma’s Chief Financial Officer. Mr. Auerbach has held
financial positions with Ernst & Young and Lockheed Martin Corporation and has also served as a
Public Accountant with Ernst & Young. His accomplishments include extensive experience in
taxation specific to partnerships and preparing long-range planning documents for corporate
entities.

Daniel Puglisi, 25, is Shalom Shawarma’s Chief Information Officer. Mr. Puglisi has extensive
experience with innovative technology at Microsoft and Boeing. His accomplishments include
managing implementation of new software and building a software to better analyze data.

Sohum Dalal, 21, is Shalom Shawarma’s Chief Technology Officer. Mr. Dalal has grown several start-
up technology companies and has been developing software for many years. His accomplishments
include e-branding and online advertising through dynamic internet platforms.

Operations
Shalom Shawarma operates in the College Park area. They own a headquarters and a garage where
food trucks are stored and restocked. Key suppliers include local markets providing high quality
meats and produce for discounted prices.
Financials
By achieving its sales targets, Shalom Shawarma will position itself for exceptional profitability and
self-funded growth. The table below is a summary of Shalom Shawarma’s Profit and Loss
Statement for the years 2019-2021.

$000s 2019 2020 2021

Sales $200,000.00 $400,000.00 $600,000.00

Gross Profit $150,000.00 $ 300,000.00 $ 450,000.00

Operating expenses $50,000.00 $ 100,000.00 $150,000.00

Pre-tax Income $150,000.00 $300,000.00 $450,000.00

Long-Term Goals
Every year, the goal is to make enough profit to purchase another food truck.

Sources & Uses of Funds

Management is seeking an investment of $690,000 in addition to the $420,000 already invested by
the founders. Proceeds will be used to finance the Company’s ongoing start-up expenses, primarily
the purchasing and equipping of food trucks and cooks to be trained to create the food. The amount
requested is purposely high for periods of time when starting out where college students might just
start warming up to food trucks.

Exit Strategy
Given the financial results expressed above, management believes it will be in an excellent position
to capitalize on its success through selling the company down the line when it becomes profitable
enough. However, the company will undertake a loan payback strategy if there are no investors.
Using the $420,000 from management, it should be acceptable given the parameters for a loan of
$200,000 to add to the pool of money. This loan can be paid back over 4 years, $50,000 with
interest, assuming projected revenue is met.
II. Company Description

Mission
Shalom Shawarma is an innovative provider of Middle Eastern food that offers unparalleled value.
We value efficiency and respect our relationships with each other, our customers, and the world at
large.

History
Shalom Shawarma is a DMV Metro Area corporation that was founded in February 2018. During
the Company’s brief existence, management has spent significant time and effort researching the
food truck industry, particularly the Middle Eastern food segment of the industry, developing its
business model and products, and lining up potential business partners and affiliates.

In March 2018, Shalom Shawarma launched its Web site, www.ShalomShawarma.com. The site lists
all of Shalom Shawarma’s locations as well as a complete description of its products and services.
The site also provides a secure online order form for its visitors.

The company began selling its products and services in April 2018. It will reach profitability in
February 2019.

In August 2020, the company acquired MuncheezDC a company that manufactures and sells Middle
Eastern food. Since acquisition, the merger has achieved the following:

● Vertical integration of the means of production

● Increased supply chain and revenue capabilities

Ownership
Shalom Shawarma has issued 100,000 shares that are distributed as follows:

Shareholder Number of shares

Maxwell Auerbach 25,000
Kyu Cho 25,000
Sohum Dalal 25,000
Daniel Puglisi 25,000
For future distribution 0

Products/Services
Shawarma
Shawarma is our primary source of revenue. It has the following features:
● Chicken, beef, or mixed
● Stacked into a pita or laffa or put onto a platter
 ● Multiple add-ons and additional sides
● Delicious and easy to eat!

Shawarma offers customers the following benefits:

● Expansion of taste palette
● Experience with delicious shawarma
● Healthy food
● Easy to eat on the go or any time

Falafel
Falafel is another source of revenue. It has the following features:
● Vegan
● Stacked into a pita or put onto a platter
● Easy and quick to make
● High return on investment

Sides
Side add-ons are our third source of revenue. It has the following features:
● Fries, Israeli salad, extra sauce, extra meat, extra pitas, etc.
● Easy to keep fresh for long periods of time in a fridge
● Small and easily stackable

Side add-ons offer customers the following benefits:

● Customizability
● Increased variety of flavors
● Healthy add-ons
● Gives a greater taste of Middle Eastern culture!

Intellectual Property
Shalom Shawarma has secured a utility patent for our specific method of outfitting our food trucks.
The Patent number is 4,339,698; it is registered with the Office of Trademarks and Patents.

Shalom Shawarma, Shalom Shawarma, LLC., and Shalom Shawarma Inc., are all registered
trademarks of Shalom Shawarma LLC. Management has taken the following steps to protect these
trademarks:

● Retained team of lawyers who patrol trademark infringements

● Employed a service that scrubs the internet for trademark infringements
● Successfully sued a company for infringement

Shalom Shawarma also owns several URLs. These include the following:
● www.ShalomShwarma.com
● www.shalomshawaram.com
● www.shalomShawarma.com
Future Products/Services
Shalom Shawarma has identified other products/services that it believes will effectively
complement its current offerings. These are listed below:

● Catering and supply offerings for both businesses and individual customers
● A second food truck to roam the NYC geographic area
● A brick and mortar storefront in the heart of San Antonio, Texas

Locations
Shalom Shawarma currently has one office located at 4310 Knox Road, Apt 4312D, College Park, MD
20740.

In addition, the company has a distribution center located at 1985 Corporal Frank Scott Drive
College Park, MD 20740.

The company’s manufacturing facilities are located at [address 1985 Corporal Frank Scott Drive
College Park, MD 20740.

Shalom Shawarma also has retail locations at Washington, DC, and College Park, MD.
III. Industry Analysis

Size and Growth Rate of the Industry

According to IBIS World report, total food truck industry revenue in the United States were $856.7
million in 2015 and $960 million in 2017. This includes all the mobile food services established
which can sell a variety of products including ice cream, ethnic cuisine, hamburgers, and street
food. Food truck industry is a segment of the food service industry which has grown at 7.3% for the
last 5 years and is expected to grow 3.0% over the next 5 years.

Maturity of Industry
The “better burger” trend in American food segment of the food truck industry is a growing
segment. Establishments such as the Fat Shallot in Chicago, Easy Slider in Dallas, as well as Grill ‘Em
All in Los Angeles, have gained notoriety and success by serving up creative, gourmet spins on what
are traditionally classic offerings. As a result, this segment has increased as a share of revenue over
the past five years, accounting for 34.0% of industry revenue.

Sensitivity to Economic Cycles & Seasonality

Traditionally, the food truck industry has been heavily impacted by economic trends. As a retail
industry, consumer spending and confidence levels have a significant effect on demand. With rising
per capita disposable income and overall consumer confidence, the Food Trucks industry has
performed well over the past five years. The industry can be seasonal depending on locations and
weather. Usually, warmer urban districts have steadier sales.

Barriers to Entry
The barriers to entry into the Food Truck industry are low when compared with other industries in
the food-service sector. Compared with traditional restaurant food service establishments, initial
capital investments for this industry are relatively low. Capital is required to purchase or lease
kitchen equipment and trucks, with fully equipped trucks costing more than $100,000. However, in
saturated market such as New York, obtaining a mobile food vending unit permit (required to begin
operation) make it difficult for new companies to establish themselves in the food truck industry
market since the cities limits on the number of permits distributed. In addition, the rising cost of
permits and licenses has raised the barriers to entry significantly in recent years.

Trends in the Industry

The major trend in the food truck industry market is toward variety and the price. Food trucks have
largely been able to retain the interest of their core market by offering new and compelling
products that attracted a more diverse client base. These offerings include ethnic foods and fusions,
gourmet foods and other dining options not traditionally associated with street food. Operators
have also benefited by selling food at lower prices than traditional restaurants.

Opportunities
Shalom Shawarma is poised to take advantage of the trend through offering new and compelling
products with cheaper price compare to regular dining. Although the profit margins remain low for
food truck industry, increasing the total sales by targeting UMD students will help us increase the
total profit. Furthermore, Shalom Shawarma will try to expand our business across the DMV area or
even beyond DMV area. We are seeking for any opportunities and will take advantage of our
opportunities.

IV. The Target Market

Market Description

Shalom Shawarma operates in the Washington-Arlington-Alexandria, D.C-VA-MD Metropolitan Area

(D.C Metro Area) and targets colleges and universities as well as the middle-class worker between
the ages of 24 and 44.

Market Size & Trends

The population of the D.C Metro Area is 6.1 million (Datausa.io). There are 35 of Shalom
Shawarma’s target colleges and universities in the D.C Metro Area (DC Homequest). In addition,
43% of the population is between the ages of 20-49 years old with approximately 59% of the
population being in the middle-class. Recent studies show that the region is growing by 1.82% per
year, and analysts predict that future growth will be 1.6% per year until 2021 (Open Data Network).
The area has benefited from a high rate of consumer spending, which is increasing at an annual rate
of 1.8%. This development is likely to have a positive effect on businesses such as Shalom
Shawarma who prepare and serve meals from a mobile truck. Industry revenue is expected to grow
at an annualized rate of 3% over the next five years (IBISWorld Industry Outlook).

Demographics

Most of the Company’s client base will be made up of the middle-class aged 24-44 located in the D.C
Metro Area. They will account for 75% of the company’s revenue. According to the Major Markets
section on the IBIS World industry report, the middle-class aged 24-44 typically spend more on
food trucks due to affordability, convenience and unique lunch options. They will purchase via the
food truck.

Shalom Shawarma projects that 25% of its customers will be be made up of college students.
According to the Major Markets section on the IBIS World industry report, college students, who
are typically below the age of 25, typically spend more on food trucks partially because they are
very active on social media. Additionally, they go on to say that according to research conducted by
the Pew Research Center, social networking site use is the highest among those aged 18-29. They
will purchase via food truck.

Lifestyle and Psychographics

Shalom Shawarma’s target customer is in the middle class and in the 24-44 age group.
He/she is a busy professional, single or in a family with little time to prepare meals ahead of time
which causes them to turn to food trucks. Our target customers’ buying decisions are based on
affordability, convenience and unique meal options.

Market Readiness

Shalom Shawarma management has conducted its own research into the target customer base and
has developed the following analysis:

1. Customer base will buy if convenient

2. Customer base will buy if affordable
3. Customer base will buy if unique options are served

The research also indicated that the following needs either are not being met or are being met
poorly by Food Trucks currently available in the market:

1. Need for affordable healthy options

2. Need for consistent quality meals

Strategic Opportunities

With its Food Truck, Shalom Shawarma is in an excellent position to address and fill the stated
needs of customers in its market. Our marketing efforts will focus on positioning the company as
the best solution to these needs.

V. The Competition

Shalom Shawarma has performed extensive analysis of its competitors in the late-night food service
market in the College Park area. The following types of firms offer either direct or indirect
competition:

● Pizza Kingdom
● Slices Pizza Co.
● Cluck – U Chicken
● Marathon Deli
Management considers only Pizza Kingdom, Slices Pizza Co., and Marathon Deli to be in direct
competition with our food truck offerings. They offer the only realistic challenge to Shalom
Shawarma’s share of the market. Cluck - U does not provide the same kind of late-night service nor
a truly competitive food type to our food truck offerings.

Direct Competitors
Ten companies are listed in Yelp under the heading Late Night Food.” Of those, four are considered
by management to be direct competitors because of their catering towards late night college
students. Others are not in direct competition with Shalom Shawarma’s products because they do
not stay open late enough or are too far away to cater to the student population.

Shalom Shawarma is uniquely poised to capture market share due to our food offerings that are
unlike any other offering in the area. As a food truck we also have an ability to relocate and move to
areas of high foot traffic and high population density for optimal customer acquisition.

Indirect Competitors
There are a number of other regional companies that provide food truck services, which might be
competitors for the wallets of our target customers. They offer competitive products, but are less of
a threat due to their locations being central to Washington D.C.

These competitors are less likely to be relevant due to their increased distance from campus. As
such, our potential customers are more likely to purchase our food offerings because of increased
convenience and availability.

Market Share Distribution

A recent survey conducted by management indicates that target customers’ purchases of late night
food are distributed among companies as displayed in the chart below.
Competitive Advantages
Shalom Shawarma enjoys the following advantages over its competition:

● Mobility
● Unique food offering
● Open late night (with the ability to market during peak hours after collecting relevant data)
● Run by comparably-aged students
● Has a unique understanding of student wants and needs
● Competitively priced
● Exceptional marketing team

Competitive Positions
Management considers its main competitors to be the following (ranked in order of strength in the
marketplace):

● Pizza Kingdom
● Slices Pizza Co.
● Lotsa Pizza
● Marathon Deli
 ● Cluck - U

Pizza Kingdom is the strongest competitor because of its brand awareness and cult following. It has
been around for years and is incredibly well known and loved by students. They are open late night
and offer a great price to quantity ratio on the food products. The specific advantages that Shalom
Shawarma holds over Pizza Kingdom are a similar price to quantity ratio and a significant increase
in food quality. Our increased mobility means that we can go to customers before they might reach
a competitor by placing ourselves at their nearest convenient location.

Slices Pizza Co. has very similar competitive characteristics to Pizza Kingdom. Their unique
advantage our Pizza Kingdom is that of quality. Those customers that are more willing to pay for
quality choose to go to Slices Pizza Co. over other competitors for this very fact, as the quantity is
similar but the price and quality are both increased. We are advantaged yet again by offering high
quality food at low cost while still being mobile and catering to students at their location rather
than having them travel some distance to go to a storefront. Without a brick-and-mortar storefront,
we cut our overhead costs and pass those savings onto customers.

Barriers to Entry
Potential entrants into the late-night food market face obstacles such as switching costs, brand
awareness, and client acquisition. Furthermore, permits and licenses to sell products in College
Park and on university grounds. Licenses to operate in Maryland and College Park are relatively
inexpensive but negotiating with the university could prove to be difficult as the only food trucks
have been seen during Food Truck Thursday’s at the Smith School of Business. Getting more
clearance and access to the university might not be possible.

Companies that are likely to successfully capture market share are those that market efficiently and
effectively as well as those that provide unique and valuable offerings.

Future Competition
Given the voids that management has identified in Shalom Shawarma’s target market, it is entirely
likely that existing competitor’s will develop similar food to meet customers’ needs. It is also
conceivable that new firms will perceive market voids and make attempts to capture market share.
Management is ready for this type of healthy activity in the marketplace and plans to continually
assess its competitive position and protect its market share.
VII. Marketing Plan & Sales Strategy

Shalom Shawarma’s marketing strategy is to focus advertisement online and through the UMD
college campus in a direct and efficient way. Essentially, college students are to be selectively
targeted with Shalom Shawarma’s brand. Our ability to market to college students specifically is
what sets us apart from other restaurants in the area.

Company Image/Message
The logo, promotions, and targeted marketing will all shout the same thing to college students:
Shalom Shawarma’s food is the ideal meal for college students that are busy and on the go and need
a quick bite at a moment’s notice.

The company’s logo, a bowl of Shawarma running integrates with its slogan: “A meal in seconds”.
This integration leads to a variety of consistent messages throughout our communications with the
target customers.

Sales Program
The nature of Shalom Shawarma’s product/service makes the direct sales and marketing the most
effective approach. We can market in the same vicinity as the client base, which are college
students, and sell our product as well. Students who may encounter an ad for Shalom Shawarma on
campus are able to simply walk to a Shalom Shawarma food truck and obtain the product easily
directly.

Another way to promote sales is to develop the “Shalom Shawarma” mobile app. Using the mobile
app, students on campus will be able to pre-order their meal on their phone and then simply pick it
up at the food truck using a QR code as verification. Marketing the app to download will promote
Shalom Shawarma food trucks.

Marketing Vehicles
The efficiency of the Shalom Shawarma marketing strategy is that the food trucks are both retailers
and advertisers. These food trucks should be seen from driving around and display the brand, but
also sell the product at the same time.

Flyers
The company has developed many flyers that are to be spread around campus. These materials are
used as advertisement to college students as brand awareness.

Advertising
To support its promotion efforts, Shalom Shawarma is working with TBC advertising agency.
Management is spending its advertising budget primarily in websites that college students frequent
that cater to its target customers. Ads will be run strategically to support and maximize the impact
of the positive editorial that is garnered in the publications mentioned above.

Customer Loyalty
Shalom Shawarma’s goal is to hook customers the first time they eat at Shalom Shawarma. The
Shalom Shawarma is determined to provide high quality meals to customers and ensure that they
want to come back. Shalom Shawarma is committed to total customer satisfaction and recognizes it
has an opportunity to separate itself from the rest of the pack by servicing its customers better than
anyone else.

Punch card practices where free meals are provided to loyal customers that buy ten meals will be
implemented. Management believes that these types of programs serve to not only reward its
customers, but also to build the company’s credibility in the marketplace.

Strategic Partnerships
In July 2018, management agreed to a marketing alliance with Google. Google, a leading search
engine can effectively advertise Shalom Shawarma to college students based on what sites they
frequent. The company will also have to partner with the University, in order to allow food trucks to
be posted either around or within the campus perimeter.

Sales Forecast
Management projects that Shalom Shawarma will achieve direct sales of 10,000 units and $100,000
of revenue in 2018. These figures will grow to 20000 and $200000 in 2019 and 40,000 and
$400000 in 2020.

The Table below indicates Shalom Shawarma’s other sales sources and projected revenues from
each.

Sales Source 2018 2019 2020 2021 2022

Direct Sales $ 100000 $ 200000 $ 400000 $ 600000 $ 800000

Catalog Sales $0 $0 $0 $0 $0

Internet Sales $0 $0 $0 $0 $0

Other #1 Sales $0 $0 $0 $0 $0
Other #2 Sales $0 $0 $0 $0 $0

Total Revenue $100000 $200000 $300000 $400000 $500000

VIII. Operations

A key to the success of Shalom Shawarma is which we targeted the on the go college student that
does not have time to spend at a diner at a relatively non-competitive market in college areas. Our
ability to effectively manage this aspect of our business enables us to keep costs down but provide
superior quality cuisines to our customers.

Facilities
Shalom Shawarma operates its business from two locations. Its headquarters are located at College
Park, MD and comprise 1,200 square feet of office space. The headquarters includes the senior
management of the company, and all sales and administrative functions including: Marketing,
Advertising, Research and Development, Finance and Accounting, and Customer Service.

The company’s distribution center is located at College Park and includes 2,500 square feet. The
facility is leased from Southern Management for a total cost of $2500 monthly, which is $1 per
square foot.

Shalom Shawarma also operates a manufacturing and Inventory storage facility at College Park, MD.
The facility is leased from Avalon for a total cost of $1500 monthly, which is $0.75 per square foot.
Shalom Shawarma produces all of its products here and management believes that it will be able to
achieve the sales goals outlined in this plan without any additional manufacturing capabilities.

Equipment
Shalom Shawarma currently owns following equipment:

Retail
· Food truck
· Kitchen Utilities
· Grills/Fryer
· Paper boxes and Plastic containers for delivery
· Plastic bag for takeout.

Warehouse
· Wrack
· Refrigerator
· Inventory (paper boxes, utensils, and bags)

Manufacturing
· Fryer
· Grills
· Refrigerator

Production and Inventory Control

Shalom Shawarma cuisines are all made freshly in our food truck. Our food trucks are currently
working at 80% of capacity. To achieve the sales forecast in this plan will require better
advertisement and obtaining customers. Shalom Shawarma management is also committed to an
efficient supply chain. We have a distribution center where we ship our fresh ingredients daily.

Customer Service
The distribution center includes a Customer Service department that receives, and processes
orders, assists with expediting major orders, and provides support to customers in changing and
tracking orders and returns. The department is staffed during normal business hours.

Research & Development

Management is committed to the ongoing development of new cuisines and services that will
ensure our competitive position and continued growth. To that end, research and development is
conducted by the founders. An example of the effectiveness of this process is the Falafel, which was
conceived internally and is now in production.

Other Operational Issues

Management has experienced difficulties in the past with shortage of ingredients due to minimum
space in our food truck. To date it has corrected this problem by increasing the capacity of our
truck.
Furthermore, Shalom Shawarma must find a solution to compete with Uber Eats service. Uber Eats
is an upcoming platform that people use to get delivery food. We need to find a corresponding
platform that can compete with Uber Eats or adapt Uber Eats and eliminate our delivery system.
X. Management & Organization

Management Team
Shalom Shawarma has a capable and experienced management team.

Kyu Bin Cho, 23, is the President and Chief Executive Officer. Mr. Cho experience includes four years
with Ginko Korea, where he grew sales and cut expenses to increase revenue. He has a bachelor’s
degree from University of Maryland.

Maxwell Auerbach, 21, is Shalom Shawarma’s Chief Financial Officer. Mr. Auerbach has held
financial positions with Ernst & Young and Lockheed Martin Corporation and has also served as a
Public Accountant with Ernst & Young. His accomplishments include extensive experience in
taxation specific to partnerships and preparing long-range planning documents for corporate
entities. He has a bachelor’s degree from University of Maryland.

Daniel Puglisi, 25, is Shalom Shawarma’s Chief Information Officer. Mr. Puglisi has extensive
experience with innovative technology at Microsoft and Boeing. His accomplishments include
managing implementation of new software and building a software to better analyze data. He has a
bachelor’s degree from University of Maryland.

Sohum Dalal, 21, is Shalom Shawarma’s Chief Technology Officer. Mr. Dalal has grown several start-
up tech firms, and has been developing software for many years. His accomplishments include e-
branding and online advertising through dynamic internet platforms. He has a bachelor’s degree
from University of Maryland.

Future Management Considerations

In addition to its present leadership, Shalom Shawarma recognizes that it will need other
executives to round out its management team. Specifically, it will be necessary to look outside the
company for a Head of Growth who will be responsible for looking nationwide for future possible
expansions. By bringing in a seasoned executive with relevant industry experience, Shalom
Shawarma will be in a better position to achieve its objectives.

Staffing
Shalom Shawarma currently runs its business with a staff of four full time and
zero part-time employees. Each is responsible for a different function,
although management has created a system of cross-functional training that will keep its business
running smoothly despite illness, attrition, or turnover.

The staff is organized along for the following functional framework:

● Marketing Responsible for maintaining social media pages to
maximize outreach. Every day they will announce the
location of the food truck, times of operation and where
they will be later that day or the next. They will keep
track of which locations get the best feedback and give
the to the administrators.

● Administration Responsible for overseeing all other departments.

Decide which locations to go to each day after
obtaining the information from marketing. Also to spot
inefficiencies and correct them as well as stepping in if
someone falls ill.

● Operations Responsible for inventory, ordering supplies,

equipment and food safety.

● Customer Service Responsible for taking orders, making orders and

maintaining customer satisfaction.

Board of Directors
The following individuals make up the Shalom Shawarma Board of Directors:

● Daniel Puglisi, Chief Information Officer – Chairman of the Board

● Sohum Dalal, Chief Technology Officer – Director
● Maxwell Auerbach, Chief Financial Officer – Director
● Kyu Bin Cho, President and Chief Executive Officer – Director

Advisory Board
Management has also assembled an advisory board to compliment the strengths of the
Management team. The company’s advisors are:
 Kyle Hatter, Head of Operations
 Timothy Tebowed, Head of Public Relations

Organization Chart

Kyu Bin Cho

Chief Executive
Officer

Daniel Puglisi Maxwell Auerbach Sohum Dalal

Chief Information Officer Chief Financial Officer Chief Technology Officer

XIII. Financial Data & Projections

 Works Cited
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