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Panda Tip: The food you create is the central piece to your restaurant so be sure to go deep into that subject.
You should provide tantalizing descriptions and photos to really drive the point home. Whatever it is that you can use to paint a descriptive and full picture is worth including.
EXECUTIVE SUMMARY [COMPANY NAME] c/o [NAME] [ADDRESS] [PHONE] [EMAIL] Panda Tip: In your Executive Summary, you want to paint a picture and create a narrative for the birth of your restaurant. Introduce yourself and your company to your reader. You can start in the opening paragraph with some abstract information but then drill down on the details in the following paragraphs. Some examples might be foot traffic from a nearby attraction, spill-over from the same attraction, or a prominent location that is uniquely visible to passers-by. In the restaurant industry, branding and atmosphere are very important factors when attracting a certain demographic.
Panda Tip: Go in depth a bit here to describe some of the assumptions you are making regarding profitability. If you want to really sell people on the idea, you need to explain the “why.” MARKETING PLAN Our Clientele Panda Tip: Here you want to define your demographic and explain how you will hook in that demographic.
The goal of an executive summary is to get your foot in the door with investors and banks to procure startup capital.
Here is some of the information that should be included in the executive summary: Think of your executive summary as an elevator pitch to potential investors and banks.
Our Competition Panda Tip: Start general, then list specific examples of restaurants you will be competing with – most likely they will be local so research should be easy.
In analyzing your competition, you can highlight both their strengths and weaknesses which will give your reader some context and allow you to explain why your restaurant will appeal to your target demographic over the competition.