Breakfast On The Move

Extended Marketing Plan

Breakfast on the Move

1. Executive Summary

2. Background

Breakfast on the Move is a new breakfast restaurant located in Amherst, New York. After looking and testing different breakfast places in the area we have found that there aren’t many options for breakfast delivery or even many restaurants that serve breakfast in general. The traditional sit down breakfast is becoming faded in the area and we would like to change it.

The Amherst area is well known for it’s wonderful and safe environment located near the University at Buffalo. The University and town surrounding it is home to over 30 thousand people when school is in session. As most know Buffalo and the surrounding suburbs (Amherst) have the reputation of having bad winters. With the winter seeming long and drawn out people tend to stay inside and go from home to work making few stops on the way. There is a certain connection between residents in this town which creates a great environment to live.

The people in Amherst like most other towns love to have a well balanced diet and value time with their family. However everyone is busy and usually in a hurry. We at Breakfast on the Move want to help out our fellow citizens by providing a service to satisfy their breakfast needs. We would like to make it easier to have a sit down breakfast with the family before going to work or school.

3. Strategic Focus and Plan

This section of our marketing plan will show our mission statement, financial and nonfinancial goals, and competitive advantage. In turn this is how Breakfast on the Move will become the top breakfast restaurant in the area.

Mission Statement

We at Breakfast on the Move have made it our goal to ensure that any consumer that chooses our service is met with a friendly, prompt, fresh, and affordable option for food, and to also leave room for substantial company growth that would surely benefit prospective employees and management.

Goals

Financial:

1. To break-even in profits to losses within the first 3 years of operation.

2. Within six years of operation, obtain a 20% profit off of sales.

3. After 8 years double the net worth of the business and organization.

Nonfinancial:

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